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The problem is people become so angry. And they become so vicious.

Frank Luntz

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Frank Luntz
Age: 62
Born: 1962
Born: February 23
Consultant
Political Adviser
Political Pundit
Statistician
Frank Ian Luntz
Become
Problem
People
Vicious
Angry

More quotes by Frank Luntz

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There are about 50 or 60 recommendations [in Win] for how to communicate, not just the words themselves. All of them had to be tested. And in this short amount of time, it's just very time-consuming and very stressful to ensure that you get it right.
Frank Luntz
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It's not what you say, it's what people hear.
Frank Luntz
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I tell this joke about Barack Obama is the best communicator of our generation: The guy reads a teleprompter better than any Hollywood actor. John McCain, his opponent - Stevie Wonder reads a teleprompter better than John McCain.
Frank Luntz
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The adjectives that are in the book [Win] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail.
Frank Luntz
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You need good principles and good language if you are to succeed.
Frank Luntz
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Believe in better, which is a corporate phrase rather than a political phrase. We don't want more. We're not looking for quantity. We're looking for quality. Believe in better suggests intergenerational change. It suggests product innovation. It suggests something better for the future.
Frank Luntz
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Richard Nixon will always go down as a failure because of one stupid, moral - and that goes back to that last chapter, on principles.
Frank Luntz
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Whether or not you liked George W. Bush, there was no doubt about what position he was going to take, and that's what endeared him to a significant segment of American society.
Frank Luntz
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The perfect opening is the word imagine, because imagine allows you to communicate in the eyes and the vision of the listener rather than yours. And the best illustration of that is 1984. Room 101 in 1984 - everyone's read it, and we all have our own imagination of what that looks like.
Frank Luntz
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A compelling story, even if factually inaccurate, can be more emotionally compelling than a dry recitation of the truth.
Frank Luntz
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My father was a dentist, and I always thought that he was one of the 10. It's an interesting way to personalize and humanize, which is one of the most important aspects of communication.
Frank Luntz
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When you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something.
Frank Luntz
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FedEx is another company that's passionate. When it absolutely, positively has to get there is such a great, aspirational phrase. And FedEx used it for almost a decade to communicate the passion of delivering a package. The more passionate you are, the more successful you are.
Frank Luntz
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Most voters would rather have their purse or wallet stolen than be audited by the IRS.
Frank Luntz
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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.
Frank Luntz
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What the people now respond - and the goal of those ads is to merely get the name of the medication into the minds of the consumers so that they will ask their doctor about it. That's the whole goal.
Frank Luntz
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Nothing guarantees more applause and more support than the call to abolish the IRS.
Frank Luntz
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It applies even more to politicians because they are living, breathing embodiments of the language that they use. And it's why how you start the conversation, and how you end it, matters so much.
Frank Luntz
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I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before.
Frank Luntz
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There are certain aspects, and there are - there are 15 attributes of winners and winning slogans. Which side are you on sounds divisive, that you're on one side or the other, at a time when we actually want universality. We want unanimity.
Frank Luntz