You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.
Frank LuntzWhen I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there - and there are about 130 specific linguistic recommendations - I had to test every one to make sure that it worked.
Frank Luntz[Barack] Obama has a grasp of language and the presentation of language, particularly in times of crisis. And he did this over the race issue. He did this early on in his administration, when the country was polarized. That was unprecedented.
Frank LuntzWe will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.
Frank Luntz