“Winners recognize that even when they aren’t physically selling a product, they are always selling themselves. Every human interaction is an opportunity to connect—and then to sell.”

“Winners recognize that even when they aren’t physically selling a product, they are always selling themselves. Every human interaction is an opportunity to connect—and then to sell.”

“There's a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I've never felt that pressure. I am independent of the political parties.”

“What matters most in politics is personality. It's not issues it's not image. It's who you are and what you represent.”

“Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart.”

“Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.”

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

“I don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who cannot talk their way out of a paper bag and don't care to.”

“There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear.”

“So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.”

“We have put our words on steroids and amped the language up so high that unless we communicate in overdrive and hyperbole, we believe--perhaps correctly--that nobody will hear us. In the process, we've sacrificed nuance and judgement and distinction, and thereby cheapened the conversation.”

“Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they’ve heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn’t even know they wanted.”