Rick Scott used let's get to work to say: All these politicians talk; it's time to do. Everybody else talks about the problem; it's time to find the solution.

You need good principles and good language if you are to succeed.

What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

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

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

I wrote "Win" for people on both sides, legitimately on both sides. If you're a Democrat listening to this right now, you - the whole playbook is in this book. If you're a Republican, and you're frustrated because Barack Obama is a great communicator, the playbook is in this book. And if you're a corporation who wants to satisfy his - their employees, how to do it is in this book. And finally, if you're an employee and you want to get a raise, whether at NPR or anyplace else, it's in this book.