You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even more important than clarity.

I would not have used the phrase "I'm selling you" because even though that's exactly what you're doing, when you tell people you're doing it - or worse yet, when you tell people "I'm not here to sell you anything," they automatically assume that that's exactly what you are here to do.

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.

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.

The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.

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.

Anything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.