"What matters most in politics is personality. It's not issues it's not image. It's who you are and what you represent."
"Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future."Frank Luntz on John F. Kennedy
"Suppose you were an idiot, and suppose you were a member of Congress but I repeat myself."Frank Luntz on Mark Twain
"One of the penalties for refusing to participate in politics is that you end up being governed by your inferiors."Frank Luntz on Plato
"If you put the federal government in charge of the Sahara Desert, in 5 years there'd be a shortage of sand."Frank Luntz on Milton Friedman
"It is enough that the people know there was an election. The people who cast the votes decide nothing. The people who count the votes decide everything."Frank Luntz on Joseph Stalin
"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."
"Some people call it global warming some people call it climate change. What is the difference?"
"The way you communicate an idea is different than the way you communicate a product."
"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."
"Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart."