I've always been fascinated with language, with the power of words to convince, to anger, to sooth. And my job is to figure out the words, the language that the American people respond to, that they relate to, that they understand. Words that are credible. Words that motivate people. And through focus groups, polling, online surveys, one-on-one interviews, instant response, all sorts of different research techniques, I learn the words that work and then I apply them in a political realm, public affairs, corporate, sometimes national, sometimes international, in trying to explain the way Americans feel and to, in some cases, to motivate them to feel a certain way. ... I'm basically the Johnny Appleseed of language.
—National Public Radio, January 9, 2007

Posted on January 12, 2007 at 9:20 AM