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 best advertising and the best communication when it comes to business is that which makes you smile, that which makes you think, that which makes you ponder.

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.

If you just heard 90 percent of dentists recommend something, it's too statistical. Nine out of 10 says: Well, it's just virtually everyone. It leads you to think of that joke about the one dentist. But so much of communication.

I had nothing to do with death panels. I thought it was a horrible phrase about end of life. I didn't think it was accurate, and I was - I've always been opposed to it. The reason why I stood behind that phrase "death tax" for so many years is because the only time that you could pay that tax, the only time, is on the death of a relative. And that's what makes it a death tax. You have to be accurate.