“Traditional market researchers are cold and calculating and scientific.” — Frank Luntz

How I say it has as much of an impact on what people think of me as what I say.

When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians.

There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.

Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down.