I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.

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

I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.

The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.

The best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.

"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to help people win debates, have discussions, and improve the level of communication.

It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something - that changes the tone of the debate.