A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

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.

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

If you're fighting against a minimum wage increase, you're fighting an uphill battle, because most Americans, even most Republicans, are okay with raising the minimum wage.

That's the kind of visual that you're trying to attract - something that in some way or another, connects you to what's happening there in a realistic way.

The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.

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.