Nothing's going to stop you or deter you or cause you to give up. Pursuit, because nobody actually expects it to happen. They want you to be continuous in your efforts. And perfection because there's just nothing better.

By the way, for those who are listening, I absolutely define - I have a face for radio. Unfortunately, I've got a voice for print. So I apologize for the sandpaper you're listening to.

FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.

It's not what you say, it's what people hear.

It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.