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.

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.

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.

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.

Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.

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

Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.