184 Quotes by Frank Luntz

It’s not what you say, it’s what people hear.

Richard Nixon will always go down as a failure because of one stupid, moral – and that goes back to that last chapter, on principles.

It’s all emotion. But there’s nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional.

Apple has a passion to deliver the most amazing, innovative – and, in fact, I got criticized because in “Win,” there are at least 10 references to what Steve Jobs has done, and Apple’s done, in that my editor said it’s too much. But Apple is a passionate company.

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.

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.

When you say: The simple truth is this, and then you pause, and then you finish the sentence, people stop, and they think specifically about what you’re saying. And it’s, in essence, trying to boil it down to something that’s very understandable and meaningful.

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.

Nobody wants to hear about process. They want to hear about results. They want to be inspired. They want to aspire to something. And so often in our communication, we will explain why – sorry, we will explain how but not why.