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

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.

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.

It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

Tenderness is the repose of passion.

My name is Inigo Montoya, you killed my father, prepare to die!

We don't need magic to change the world.

We have a presidential election coming up. And I think the big problem, of course, is that someone will win.

Nobody has the power to make you miserable . . . unless you choose to give them that power. Choose to enjoy every drop of today!

Mummies are dehydrated & they long for the blood of living words.

A neurosis is wherever we are allied against our true nature.

The smoke and the fire and the speed, the action and the sound, and everything that goes together, [the steam engine] is the most beautiful machine that we ever made, there's just nothing like it.

The best result of mathematics is to be able to do without it.

I entered politics in 1967; since then, continuously, I am getting elected... Fortunately I never lost the elections.