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.

The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.

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.

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

If you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage.

[Barack] Obama has a grasp of language and the presentation of language, particularly in times of crisis. And he did this over the race issue. He did this early on in his administration, when the country was polarized. That was unprecedented.

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.