There 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 LuntzThis book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and a couple dozen of the top CEOs.I wanted to know what language they use to be successful, and I wanted to know the attributes that could then be applied to the average individual.
Frank LuntzThe perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is "1984." Room 101 in "1984" - everyone's read it, and we all have our own imagination of what that looks like.
Frank LuntzThe most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came from Rick Scott, the current governor of Florida.
Frank LuntzThe ability to connect and communicate is one of the most powerful, and you cannot find anyone who has been truly successful in life that doesn't have that ability because you've got to motivate, and you've got to -frankly, you have to influence.
Frank LuntzBill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another one of the key attributes. And he had the ability - his mind was - his mind and his heart were very well-connected. And so he genuinely empathized.
Frank LuntzWith 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 LuntzFedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.
Frank LuntzWhen you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something.
Frank LuntzEighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you.
Frank LuntzSome people call it global warming; some people call it climate change. What is the difference?
Frank LuntzThe fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
Frank LuntzI 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.
Frank LuntzThere are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.
Frank LuntzBelieve in better is one of the most powerful words you can use in the business community.
Frank LuntzThe Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody. When has that ever happened?
Frank LuntzThere are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on" sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.
Frank LuntzWhat matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank LuntzI've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
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 LuntzRichard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank LuntzMy father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.
Frank LuntzGeorge W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.
Frank LuntzIf 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.
Frank LuntzThe 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 LuntzWe are so divided, and we recognize that we're divided, that we're looking for ways to come together.
Frank Luntz