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

I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.

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.

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 fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

"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.

If you're a good numbers person, you're a bad language person.