Luntz is a legendary linguist and pollster due to his dramatic successes for the Republican Party in the 90s, but his passion goes above and beyond political "spinning". He is a positivist and this shows in his numerous examples throughout the book in a neutral, objective presentation and in interviews, "I don't want to be a part of negativity--I don't want to be a part of tearing things down." Indeed, there is very little belittling or tearing down from Luntz and people from all political perspectives will find this book fascinating and entertaining.
Much of Luntz's current work is for corporations and he tries to integrate this perspective in the book, but his real successes have been in politics and those are the stories that will be remembered. Luntz was integral in the formation of the "Contract With America" that the Republicans put forth in 1995 when they took control of Congress for the first time in 40 years. It was a piece that required the perfect balance of words that work in order to succeed and it did.
Mixed in to Luntz's stories about politics and hob-nobbing with Hollywood is a bit of psychology and a bit of philosophy and the entire book is a good look at language and understanding how to communicate effectively. Particularly interesting were the comparisons in popularity of groups of words. For example, Luntz explains that most people think government spends too much on "Welfare," but not enough, "assistance to the poor." To some, it's the same thing, but worded differently, people react to the concept differently based on their preconceived notions.
Some will see the author's efforts as sneaky or dubious because, they would argue, he gives a pretty facade to an ugly thing. But what people should come to realize is that very few people, including politicians, are out there trying to hurt everyone. People, in general, are good, and their opposition would tend to agree with them if they only understood what they were trying to accomplish. Luntz helps get ideas across and that could be the most positive thing one can do.
- JSB Morse |
