It's not what you say, it's what people hear.

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.

Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why - sorry, we will explain how but not why.

The way you communicate an idea is different than the way you communicate a product.

You need good principles and good language if you are to succeed.

I do a lot of work in travel and tourism, and I think this story is in the book. This woman is in a hammock, and she's got the beach below her and the sky above her, and the ocean beyond her. She's relaxing. She's got a drink in her hand and a book. Every woman sees this picture and says, I want to be in that hammock. Every guy sees the picture and says, I want to be in that hammock with that woman. It works for everybody.

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