"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.

The Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.

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.

George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

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

It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.