Retail Price: $25.99 LS Price: $17.67 You Save: $8.32 (32%) Availability: Usually ships within 24 hours. Format: Hardcover, 304pp. ISBN: 9781401323998 Publisher: Hyperion Pub. Date: March 1, 2011 Average Customer Review:

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In Win, for the first time, Frank Luntz explores communication excellence from the exceptional to the extraordinary. You'll learn firsthand from those who were, are, or will be the best at what they do. From Rupert Murdoch to Steve Wynn, from Fred Smith to Michael Bloomberg to Roger Ailes, and many more, Luntz will take their stories and his love affair with words that work and bring them to life in the exploration of what it takes to win.

While this book is about winning, for most of the great innovators of our generation, winning may have been the result of their efforts but it was not in any way their communication approach. You'll find that in business, winners rarely talk about the bottom line, or profitability, or even success. Rather, their message is about seeing a deficiency in the human existence and fixing it by finding a product or service that makes life easier or better.

What makes this book unique - and why it matters to people who want to understand what separates good from great, is that it truly spans the width and breadth of life in America, from all of the "winners" of today.

Luntz focuses on 9 Principles of Winning:

1. People-focused/Positioning
2. Priority Identification
3. Proactive Approach
4. Problem Solving
5. Passion
6. Pragmatic/Practical
7. Partnership
8. Persuasion
9. Persistence

Dr. Frank I. Luntz is one of the most respected communications professionals in America today. He is the first resource media outlets turn to when they want to understand the American public. The author of Words That Work, Luntz currently advises more than two dozen Fortune 500 companies.

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