“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.” ImportantLyingProductsClarityCredibility Author:Frank Luntz
“While it is important to trash the governor, it should be done in the context of regret, sadness and balance.” ShouldImportantDoneSadnessRegretBalanceGovernorsTrash Author:Frank Luntz
“The visual is important. "Let's get to work" says let's get it done, and that's what they want.” WantImportantDoneVisualsGet It Done Author:Frank Luntz
“My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.” WayImportantFatherInterestingCommunicationAspectDentistInteresting Ways Author:Frank Luntz
“The second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.” HumansImportantAsksUnderstandingKnowingWinnerDimensionsAttributesRhetorical Author:Frank Luntz
“The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.” PeopleImportantBookPassionWinningLanguagePrinciplesFailingPerfectionPersistencePersuasionAdjectivesPrioritization Author:Frank Luntz
