It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.

The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.

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

A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.

It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do.

Politics is gut; commercials are gut.

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

I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.

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

Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen.

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

If a woman were elected president, would our nation expect her husband to be the official White House host?

Civilized man longs for the illusion of barbarism. Either his culture fulfills this need by adopting its outer trappings, or he will be seduced by his first contact with a culture that does.

There are very few pop people I'm interested in working with.

The more equally attractive two alternatives seem, the harder it can be to choose between them - no matter that, to the same degree, the choice can only matter less.

Good regulation should be conducive to business and to customer protection.

I'm trying to be more of a gentleman.

Apparently, I said what a lot of people are thinking and a lot of people have thanked me.

Libertarian socialism is properly to be regarded as the inheritor of the liberal ideals of the Enlightenment.

I see a continuation of the populist outrage that prompted the Brexit and sparked the Bernie Sanders campaign.

And when I think about that, I think that if nothing but being married will help a man, he's durn nigh hopeless.