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.

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.

The most powerful visual in America today is actually the Statue of Liberty.

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.

The visual is important. "Let's get to work" says let's get it done, and that's what they want.

With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their home, at their office, when it is supposed to and in the condition it's supposed to. FedEx is a much better communicator than UPS.

"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.