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 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.

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.

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

The visual is important. "Let's get to work" says let's get it done, and that's what they want.

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.