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.

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.

It was a woman who drove me to drink - and you know I never even thanked her.

Some players need a boot up their backside. Other players need the arm

The proper study of mankind is books.

I hope your bacon burns.

The bride, the white bride today a maiden, tomorrow a wife.

Well, I'm just quoting you when you [Donald Trump] were asked about a potential nuclear competition in Asia, you said, you know, go ahead, enjoy yourselves, folks.

I'm a big Brad Pitt fan. He's really talented. I think a lot of men are intimidated by him, saying he's just a pretty boy or whatever, but he is a bad man. I think he can act.

I fully support global commerce.

Faith in your own powers and confidence in your individual methods are essential to success.

But we are more than genteel or civilized/ we are an idea in the process of being realized.