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.

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.

I do a lot of work in travel and tourism, and I think this story is in the book. This woman is in a hammock, and she's got the beach below her and the sky above her, and the ocean beyond her. She's relaxing. She's got a drink in her hand and a book. Every woman sees this picture and says, I want to be in that hammock. Every guy sees the picture and says, I want to be in that hammock with that woman. It works for everybody.

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.

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.

It's not what you say, it's what people hear.