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.
Frank LuntzA compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank LuntzThe principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
Frank LuntzThere are people who will be wanting to apply "Win" to their own, personal life. If you remember only one thing, and I'm going to do it right here, right now because I just happened to come to it, that phrase - if you remember only one thing - there are 125 specific language recommendations in "Win" that can make a difference in your day-to-day lives.
Frank Luntz