Luntz had a successful career in the Republican Party and helped Rudy Giuliani get elected as New York City mayor. He realized early on that your words need to be understood as you intended them. This book is a sales book, marketing book, and general writing book and Luntz sprinkles in positive and negative examples from both political viewpoints. To summarize, he suggests 10 rules for successful communication:
Simplicity, Brevity, Credibility, Consistency, Novelty, Sound, Aspiration, Visualize, Question and Context.
