The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is "1984." Room 101 in "1984" - everyone's read it, and we all have our own imagination of what that looks like.

There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

That's the kind of visual that you're trying to attract - something that in some way or another, connects you to what's happening there in a realistic way.

George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.

While it is important to trash the governor, it should be done in the context of regret, sadness and balance.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.