“if the audience is receptive to changing a habit, the communication should include only favorable points, but if the audience is not inclined to accept the message, the communication should discuss both sides of the issue (pointing out its risk while acknowledging and rebutting its pleasurable effects).”

“If I went back to college again, I'd concentrate on two areas learning to write and to speak before an audience. Nothing in life is more important than the ability to communicate effectively.”

“An audience that is unwilling to suspend its own presuppositions and biases while considering an opposed (or even unopposed) viewpoint not only frustrates the function of extended argument but effectively denies its own beliefs a rational basis.”

“My definition of an American Idol is someone who is a great talent and who communicates well with the audience”

“To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?”

“It’s never been easier for audiences to skip, filter, or avoid advertising, so the best ideas are the ones that respect that the audience needs to get something out of the work; it should inspire, satisfy, or motivate them. You can’t just bombard people with messages anymore.”