Words That Work: It's Not What You Say, It's What People Hear

by Frank Luntz

It isn’t enough to have the correct stance on an issue or the correct positioning for a product or a service; you must also offer it up in such a way that the listener or the consumer can relate to, understand, and appreciate it.

Key lesson in business and life

I am quite willing to work through the night on a routine basis to prepare documents such as this one, but the usefulness of the prose is directly proportional to the knowledge I have going in.