Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

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

— 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…

— 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…

— Frank Luntz

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

— 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…

— Frank Luntz

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

— Frank Luntz

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

— Frank Luntz

We will be far more effective as communicators when we acknowledge our mistakes, and then we try to make them up.

— Frank Luntz

You cannot lie ever, because a lie destroys the credibility of the product, and credibility is more important than anything. Credibility's even…

— Frank Luntz

It's not what you say, it's what people hear.

— Frank Luntz

One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you…

— Frank Luntz

The most successful people in American life are those that have had horrific failures and have come back, done it again and…

— Frank Luntz

George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it…

— Frank Luntz

"Which side are you on" asks a question. That's one of the most powerful, persuasive ways to make a case, to say…

— Frank Luntz

This book [ "Win"] is based on the interviews with three dozen Fortune 400 - or Forbes 400, the richest people, and…

— Frank Luntz

The most powerful call to action of anything that we've ever tested: Let's get to work.I didnt create that phrase. It came…

— Frank Luntz

The way you communicate an idea is different than the way you communicate a product.

— Frank Luntz