“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.” RunningTogetherPrinciplesCommunicationIdeologyWorking TogetherComplement Author:Frank Luntz
“People want to be inspired. They want to aspire to something. ... You can have the best product, the best service, the best argument in a debate. But without the effective words you still lose. In the end you need good principles and good language if you are to succeed.” PeopleIfsWantNeedsStillsEndsLanguageLosesPrinciplesProductsSucceedArgumentInspiredDebateAspireBe InspiredBest Service Author:Frank Luntz
“It's something that people who read my materials have asked me in the past. If you don't have principles - the last chapter of the book ["Win"] is all about winning with principles. It's all about applying words to good things, good people, good efforts. Without that inherent accuracy, then even the best words will still fail.” PeopleIfsStillsBookLastsPastWinningEffortPrinciplesFailingMaterialsGood ThingsGood PeopleChaptersInherentAccuracy Author:Frank Luntz
“You need good principles and good language if you are to succeed.” IfsNeedsLanguagePrinciplesSucceed Author:Frank Luntz
“It has to be simple, but then you deliver them a principle: The simple truth is, as a matter of principle, we cannot spend more than we take in. Something - that changes the tone of the debate.” MatterSimplePrinciplesTruth IsDebateToneSimple Truths Author:Frank Luntz
“George W. Bush - who I'm sure that a lot of people, when I say this, will not be happy about it - but Bush had a determination, and had a very clearly defined set of principles. You knew exactly where he stood.” PeoplePrinciplesDeterminationDefined Author:Frank Luntz
“Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.” LastsMoralPrinciplesStupidChapters 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
“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.” DifferentBehindsPrinciplesProductsOfficialsExecutionExplainingElected Officials Author:Frank Luntz
