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.

"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.

Your words have power. Find words that unite. Find words that unify.

While it is important to trash the governor, it should be done in the context of regret, sadness and balance.

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

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say something, to advertise something or to communicate it. Don't make a statement. Ask a question.

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.