---
title: "1 Second Important Quotes By Frank Luntz"
description: "1 Second Important quotes by Frank Luntz. Plus more from Frank Luntz and more Second Important sayings from other authors."
image: "https://sms4smile.com/quotes/i/f7f/frank-luntz-4874_asks_the-second-most-important-attribute-of-w_2457975.png"
---

> [The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.](https://sms4smile.com/quotes/frank-luntz/the-second-most-important-attribute-of-winners-after-understanding/)

[Frank Luntz](https://sms4smile.com/quotes/author/frank-luntz/)

[Image](https://sms4smile.com/quotes/i/f7f/frank-luntz-4874_asks_the-second-most-important-attribute-of-w_2457975.png)

## More by Frank Luntz

> [The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.](https://sms4smile.com/quotes/frank-luntz/the-fundamental-problem-for-republicans-when-it-comes-to-the/)

[Frank Luntz](https://sms4smile.com/quotes/author/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… ](https://sms4smile.com/quotes/frank-luntz/there-are-about-50-or-60-recommendations-in-win-for-how-to/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/with-all-due-respect-to-ups-it-s-a-fine-company-nobody-cares-about/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/people-like-me-have-to-have-the-discipline-only-to-work-for-clients/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/ideology-and-communication-more-often-than-not-run-into-each-other/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/win-is-about-the-specific-use-of-specific-words-to-connect-you-to/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/we-as-americans-and-as-humans-have-very-selective-hearing-and-very/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/i-don-t-understand-why-people-whose-entire-lives-or-their-corporate/)

[Frank Luntz](https://sms4smile.com/quotes/author/frank-luntz/)

> [Most voters would rather have their purse or wallet stolen than be audited by the IRS.](https://sms4smile.com/quotes/frank-luntz/most-voters-would-rather-have-their-purse-or-wallet-stolen-than-be/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/when-i-wrote-win-it-only-took-about-eight-months-but-eight-months-of/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/the-perfect-opening-is-the-word-imagine-because-imagine-allows-you-to/)

[Frank Luntz](https://sms4smile.com/quotes/author/frank-luntz/)

> [Traditional market researchers are cold and calculating and scientific.](https://sms4smile.com/quotes/frank-luntz/traditional-market-researchers-are-cold-and-calculating-and-scientific/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/in-fact-in-more-cases-than-not-when-we-are-rational-we-re-actually/)

[Frank Luntz](https://sms4smile.com/quotes/author/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.…](https://sms4smile.com/quotes/frank-luntz/the-republicans-are-mad-at-donald-trump-and-the-democrats-are-mad-at/)

[Frank Luntz](https://sms4smile.com/quotes/author/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…](https://sms4smile.com/quotes/frank-luntz/eighty-percent-of-our-life-is-emotion-and-only-20-percent-is/)

[Frank Luntz](https://sms4smile.com/quotes/author/frank-luntz/)

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