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

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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. "

" I 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. "

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

" Politics is gut; commercials are gut. "

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

" Eighty 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. "

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

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

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

" 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. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" 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. "

" The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it. "

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

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

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

" 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. "

" 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. "

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

" 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. "

" 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. "

" 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. "

" Traditional market researchers are cold and calculating and scientific. "

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

" 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. "