Chapter One
How "Words That Work" Are Created
"If you think about it, talking to a polling company is an odd way to behave. Strangers
ask you to give them time and personal information for nothing so that they can profit
from it."
Nick Cohen,
Sunday Observer (London)
"If I need five people in a mall to be paid forty dollars to tell me how to do my job, I
shouldn't have my job."
Roger Ailes, President, Fox News Channel This story may get me barred from
the United States Senate, but it was how I established my credibility with the toughest, most
skeptical organization in America. Back in 1998, I was asked to create and then present new
language on environmental issues to a meeting of the entire Republican Senate Conference.
Helping members of the H ...
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