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.

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.

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.

Frank Luntz Quotes