This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and… — Frank Luntz Copy Share Image
There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. "Which side are you on"… — Frank Luntz Copy Share Image
The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature. — Frank Luntz Copy Share Image
Bill Clinton was effective because he had that personal relationship, that this was a guy who had tremendous curiosity, which is another… — Frank Luntz Copy Share Image
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 Copy Share
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 Copy Share
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 Copy Share
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 Copy Share
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 Copy Share
"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 Copy Share
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 Copy Share
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 Copy Share
Most voters would rather have their purse or wallet stolen than be audited by the IRS. — Frank Luntz Copy Share
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 Copy Share
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 Copy Share
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 Copy Share
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 Copy Share
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 Copy Share
![“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/quotes/i/68b/frank-luntz-4874_attributes_this-book-win-is-based-on-the-interviews_883871.jpg)
