This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.

By the way, for those who are listening, I absolutely define - I have a face for radio. Unfortunately, I've got a voice for print. So I apologize for the sandpaper you're listening to.

What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal.

Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

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 adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.