I wrote "Win" for people on both sides, legitimately on both sides. If you're a Democrat listening to this right now, you - the whole playbook is in this book. If you're a Republican, and you're frustrated because Barack Obama is a great communicator, the playbook is in this book. And if you're a corporation who wants to satisfy his - their employees, how to do it is in this book. And finally, if you're an employee and you want to get a raise, whether at NPR or anyplace else, it's in this book.

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.

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

Richard Nixon's career certainly ended in failure but someone who won an election with 60 percent of the vote, won 49 out of 50 states, that makes his -up to that point - incredibly successful. The idea of winning 49 states, incredible.

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

Writing a book is the most difficult, anxiety-prone aspect of my life because the words that I put on paper are very serious to me.

Rick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.