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.

"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.

The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

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.

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.

We are so divided, and we recognize that we're divided, that we're looking for ways to come together.

There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.