From Mike Bloomberg and Arnold Schwarzenegger to business icons Rupert Murdoch, Steve Wynn, and Fred Smith; to the CEOs of MGM Resorts, J. Crew, and Gibson Guitar; to legendary sports superstars Larry Bird, Jimmy Connors, and Mike Richter; to media legends Roger Ailes, Don Imus, and dozens more, Luntz tells their stories-in their own words- and demonstrates how their style of operation and communication is absolutely essential to their success. Luntz makes it clear that following the rules of effective communication is indispensable in any successful venture.<BR><BR>Dr. Luntz offers more than seventy new "words that work" for private one-on-one meetings with your boss, for public presentations to hundreds of colleagues, or for television appearances that reach millions. There are more than three dozen specific lessons and recommendations-and each one directly illustrates the nine essential action-oriented principles of winning at every level: People-Centered, Paradigm-Breaking, Prioritizing, Perfection, Partnerships, Passion, Persuasion, Persistence, and Principled Actions.