Luntz Pens New Book

  • SHARES

By Alec Jacobs

Frank Luntz, self-proclaimed “Word Doctor” and FNC contributor, has a new book out this week, WIN: the Key Principles to Take Your Business from Ordinary to Extraordinary.

An e-mail release says Luntz is making public for the first time “the list of the ‘secret’ words and phrases from my two decades of public opinion research that I have used for presidents, prime ministers, CEOs and those in the public spotlight.”

On his list of secret phrases that work:

  • “Imagine,” which Luntz calls “the most powerful word in the English language” because of how inspiring it is.
  • “Believe in better,” which Luntz says was originated by Newscorp Chairman and CEO Rupert Murdoch.
  • “You decide,” which Luntz says is “not paying homage to Fox News. Instead: “The lesson of 2010 is that Americans want control of their lives back and they don’t want Washington or Wall Street making their decisions for them.”
  • “You deserve”: Luntz says this comes from DNC Chairman Tim Kaine.

Fun fact: Luntz was once called America’s “hottest pollster” by The Boston Globe. You decide.