Winners know what makes people tick by effectively tapping into our fears and aspirations. By listening very carefully and then repeating almost word-for-word exactly what they've heard, winners know how to articulate compelling needs—and products to satisfy those needs—that people didn't even know they wanted.

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

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

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.