Richard Nixon's career certainly ended in failure but someone who won an election with 60 percent of the vote, won 49 out of 50 states, that makes his -up to that point - incredibly successful. The idea of winning 49 states, incredible.

The Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody. When has that ever happened?

That's the kind of visual that you're trying to attract - something that in some way or another, connects you to what's happening there in a realistic way.

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.

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.

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.