The most successful people in American life are those that have had horrific failures and have come back, done it again and again until they got it right, whether it's Steve Jobs or Bill Gates or Warren Buffet.
Frank LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzNobody 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.
Frank LuntzI have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.
Frank Luntz