Sound science must be our guide in choosing which problems to tackle and how to approach them.
Frank Luntz

The way you communicate an idea is different than the way you communicate a product.
Frank Luntz

Politics is gut; commercials are gut.
Frank Luntz

We as Americans assume that big companies are bad, and big power companies are even worse.
Frank Luntz

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.
Frank Luntz

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.
Frank Luntz

What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank Luntz