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"The adjectives that are in the book ["Win"] - passion, persuasion, persistence, perfection, prioritization, being people-centered - none of them are as important as principles. Without principles, the language will fail."

— Frank Luntz
frank luntz Quotes Principles,Persistence,Persuasion

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Frank Luntz
Principles
Persistence
Persuasion
Adjectives
Prioritization

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Whoever has power takes over the noun - and the norm - while the less powerful get an adjective.

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The word heterosexual is an adjective, the word homosexual is an adjective. They describe an activity. Of course there's a homosexual activity; of course there's a heterosexual activity. But there's no homosexual person. There's no heterosexual person. Everybody is everything.

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