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.

We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

There are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.

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.

Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.

The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.

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.