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"The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth."
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"Nothing will shake a man-or at any rate a man like me-out of his merely verbal thinking and his merely notional beliefs. He has to be knocked silly before he comes to his senses. Only torture will bring out the truth. Only under torture does he discover it himself."

"There are certain truths that occurs to us, which we cannot convey in words, but requires a personal experience to grasp more vividly."

"My truth could be very different than your truth."

"I see the truth in people because they can see the truth in me."

"The truth can do years of work in seconds."

"The Scripture is never subjected to one's own interpretations."
Explore more quotes by Frank Luntz

"So often corporate America, business America, are the worst communicators, because all they understand are facts, and they cannot tell a story. They know how to explain their quarterly results, but they don't know how to explain what they mean."

"It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. When we are on vacation, we are not rational; we are emotional."

"Sound science must be our guide in choosing which problems to tackle and how to approach them."

"There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear."

"Republicans use think tanks to come up with a lot of their messages. The think tanks are the single worst, most undisciplined example of communication I've ever seen."

"In fact, in more cases than not, when we are rational, we're actually unhappy. Emotion is good; passion is good. Being into what we're into, provided that it's a healthy pursuit, it's a good thing."

"The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger."

"I've done reasonably well over the last 10 years because I took the strategy of language and politics and applied it to the corporate world, which has never been done before."

"We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion."
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