This book [ "Win"] is based on the interviews with three…

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

— Frank Luntz

There are about 50 or 60 recommendations [in "Win"] for how to communicate, not just the words themselves. All of them had to be…

— Frank Luntz

With all due respect to UPS - it's a fine company - nobody cares about logistics. They care about that package arriving at their…

— Frank Luntz

People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and…

— Frank Luntz

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

— Frank Luntz

"Win" is about the specific use of specific words to connect you to your employer or employees, politicians to voters - and frankly, to…

— Frank Luntz

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

— Frank Luntz

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…

— Frank Luntz

Most voters would rather have their purse or wallet stolen than be audited by the IRS.

— Frank Luntz

When I wrote "Win," it only took about eight months, but eight months of sheer pain and suffering because every phrase that's in there…

— Frank Luntz

The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than…

— Frank Luntz

Traditional market researchers are cold and calculating and scientific.

— Frank Luntz

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…

— Frank Luntz

The Republicans are mad at Donald Trump, and the Democrats are mad at Hillary Clinton. And the Bernie Sanders people are mad at everybody.…

— Frank Luntz

Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how…

— Frank Luntz