Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.

Nothing guarantees more applause and more support than the call to abolish the IRS.

The ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.

With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their home, at their office, when it is supposed to and in the condition it's supposed to. FedEx is a much better communicator than UPS.

"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.

Your words have power. Find words that unite. Find words that unify.

It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something - that changes the tone of the debate.