Frank Luntz

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 don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who cannot talk their way out of a paper bag and don't care to. ”

In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing. ”

We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. ”

There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear. ”

Eighty percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. I can change how you think, but how you feel is something deeper and stronger, and it's something that's inside you. ”

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. ”

The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it. ”

So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean. ”

We as Americans assume that big companies are bad, and big power companies are even worse. ”