"Eye-opening!

Let's be clear, Frank Luntz is a tool, and he's personally responsible for Republican's misrepresenting their platforms by using the power of word choice. But if you can look at what he's been able to do, you have to admit, he's amazing. Totally unethical, amoral, and a certified bag of dicks, but wow, he's literally convinced dying people to vote against their own medicare, poor people to vote against their own incentive programs, and criminals to increase prison sentences.

Words that work shows the glaring gap between the educated and the average. People aren't clever, logical, rational, or willing to put in hours of research to inform themselves on what the facts actually are. People are busy, scared, and unwilling to do extra work like "understanding." Understanding is hard work, making a snap judgement based on their emotional reaction is incredibly easier. Regardless of how intolerably ignorant it may be, the reality of the world is that this is how the majority of people make their decisions.

If you want to change the world, first speak its language."