The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.

I would not have used the phrase "I'm selling you" because even though that's exactly what you're doing, when you tell people you're doing it - or worse yet, when you tell people "I'm not here to sell you anything," they automatically assume that that's exactly what you are here to do.

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.

My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.

I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.

The Old Spice ads - women love it. The guys find it annoying. It always causes a great conversation. And it makes it more fun. You know, we've been testing those visuals to see what attracts attention.

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.