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

"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.

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.

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

To Americans, Washington is a giant cesspool. It's no wonder almost half of Americans (47%) now agree with the statement 'I'm mad as hell and I'm not going to take it anymore.' It's us (the people) versus them (the politicians), and it doesn't matter what primary color you wear [...] I was involved in the 1994 elections, and I will never forget the arrogance of the Democrats back then, and how they refused to accept the electoral reality facing them. It is no different today.

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

Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.