The way you communicate an idea is different than the way you communicate a product.

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

Some people call it global warming; some people call it climate change. What is the difference?

"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.

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.

Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.