What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.

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.

Dance with the one that brought you

Big shots are only little shots who keep shooting.

I need a healthy injection of cynicism right now.

There is nothing that God hates so much as a liar.

the truth is seldom found in extremes. Central truths can be revolutionary if put to work.

Practice kindness all day to everybody and you will realize you're already in heaven now.

Do not flatter yourselves with the belief that a mere recital of that celebrated verse in St. John makes a man a Christian.

A gospel that in no way offends the sinner has not been understood.

It's easier for me to say what God is not, and then what God is.

Anything that's worth anything is complicated.