Frank I. Luntz, PhD, chairman and CEO of Luntz Global, LLC, a message-creation and image-management company for commercial and political clients in Alexandria, Virginia. He is author of Words That Work: It’s Not What You Say, It’s What People Hear (Hyperion). www.TheWordDoctors.com
It’s not what you say that matters. It’s what people hear you say that really counts. As a pollster and…
