My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.
Frank LuntzRichard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank LuntzThis book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.
Frank LuntzThe visual is important. "Let's get to work" says let's get it done, and that's what they want.
Frank LuntzIt'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.
Frank Luntz