The most powerful visual in America today is actually the Statue of Liberty.

The most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came from Rick Scott, the current governor of Florida.

The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.

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

I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.

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

The Old Spice ads - women love it. The guys find it annoying. It always causes a great conversation. And it makes it more fun. You know, we've been testing those visuals to see what attracts attention.