There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.

This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.

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.

The public wants to know why or why not. They don't want to know how you're going to do it.

We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.

There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.