What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
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 LuntzBill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.
Frank LuntzIf you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage.
Frank Luntz