Excerpt from Words That Work by Frank Luntz

The following excerpt is taken from "Corporate Case Studies," Chapter 7 of Words That Work: It's Not What You Say, It's What People Hear by Dr. Frank Luntz.

VII Corporate Case Studies Jack Welch understood the power of words that work better than anyone in corporate America. True, he had his critics who complained that he was unnecessarily blunt and occasionally too aggressive, but he was universally appreciated for his candor and applauded for his results. "I used my words to give our people a more outward focus on the customer so that they would always try to satisfy that customer,