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 best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.

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

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.

Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.

We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.