"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

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.

It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.

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

George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.

Nothing guarantees more applause and more support than the call to abolish the IRS.

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