About Frank Luntz
Frank Ian Luntz is an American political and communications consultant and pollster. He has developed talking points and other messaging for Republican causes, including Newt Gingrich's Contract with America, and provided public‑relations support for The Israel Project. Luntz previously identified as a climate denier and argues that choosing specific words can shape public opinion, such as using “death tax” instead of “estate tax” and “climate change” instead of “global warming.”
![“The Tucson speech [of Barack Obama] was brilliant, and I'm so angry at Republicans for jumping on him because you have to give credit. Part of being successful is to give credit to people who you may not disagree with when they do well.” quote by Frank Luntz](https://sms4smile.com/q/img-quotes/f7e/frank-luntz-4874_angry_the-tucson-speech-of-barack-obama-was-br_2526165.png)
![“This 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.” quote by Frank Luntz](https://sms4smile.com/q/img-quotes/68b/frank-luntz-4874_attributes_this-book-win-is-based-on-the-interviews_883871.jpg)
![“The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.” quote by Frank Luntz](https://sms4smile.com/q/img-quotes/287/frank-luntz-4874_adjectives_the-adjectives-that-are-in-the-book-win_2361758.png)
