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.

With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their home, at their office, when it is supposed to and in the condition it's supposed to. FedEx is a much better communicator than UPS.

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.

"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.

FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.

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

Most voters would rather have their purse or wallet stolen than be audited by the IRS.