Quite frankly Ted, the very mention of the word 'Republican' seems to have negative connotations for the Americans in our studio.
How I say it has as much of an impact on what people think of me as what I say.
I don't understand why people whose entire lives or their corporate success depends on communication, and yet they are led on occasion by CEOs who cannot talk their way out of a paper bag and don't care to.
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.
People like me have to have the discipline only to work for clients, corporations, political people, products, services, networks that we believe in and we want to see succeed.
Some people call it global warming; some people call it climate change. What is the difference?
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.
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion.
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's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.
A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.
We as Americans assume that big companies are bad, and big power companies are even worse.
So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean.
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.