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" How I say it has as much of an impact on what people think of me as what I say. "

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" In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing. "

" Some people call it global warming; some people call it climate change. What is the difference? "

" 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. "

" Politics is gut; commercials are gut. "

" Sound science must be our guide in choosing which problems to tackle and how to approach them. "

" We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. "

" People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and we want to see succeed. "

" I'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. "

" We as Americans and as humans have very selective hearing and very selective memory. We only hear what we want to hear and disregard the rest. "

" 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. "

" The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different. "

" My job as a pollster is to understand what really matters. "

" 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. "

" We as Americans assume that big companies are bad, and big power companies are even worse. "

" 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. "

" 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. "

" There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty. "

" When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians. "

" It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional. "

" Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down. "

" There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that. "

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

" The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth. "

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

" The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger. "

" It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do. "

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

" Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans. "

" The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain. "

" If you're a good numbers person, you're a bad language person. "