Conference Presentation, Keynote, Lecture
Frank Luntz: Words That Work, 2018
- Americans will not tolerate appearance-based attacks, as these actions alienate voters by signaling targeted hostility rather than policy debate.
- Once a reputation is damaged within the current partisan environment, it cannot be reclaimed even if the individual subsequently tells the truth.
- Approximately half of the American public will not believe James Comey regardless of his veracity because his reputation has become strictly partisan.
- National reconciliation is predicted to be impossible without simultaneous accountability for both Republicans and Democrats, a condition not expected to occur in Washington.
- The country is expected to have no hope of unity unless a major crisis similar to the September 11 attacks occurs, an event the speaker does not anticipate occurring voluntarily.
- Political figures face a dilemma where appealing to their base is necessary for election success, while governing for the country requires centrist positions that are currently inaccessible in climates like Florida.
- The lines separating Republicans and Democrats are diverging more rapidly due to increased demonization and denunciation of opponents.
- The primary challenge identified is the inability to determine a method for repairing the deep division currently existing in the country.
- Political polarization is expected to continue unless a shared reality is established between opposing parties.
- The "Parkland kids" are expected to remain politically active due to their belief in their ability to effect change, representing a next generation with different commitments to success.
- The next generation is expected to achieve success, though their approach and priorities will differ significantly from previous generations.
- The word "imagine" is predicted to be the most powerful in the English language because it forces the audience to stop listening to the speaker and focus on their own values.
- Specific phrasing, such as asking travel clients if they have taken their children to Jerusalem, is intended to build a special bond and increase sales by appealing to a vision of perfection.
- The gap between the views of people of color and white populations regarding "inclusion" versus "diversity" is expected to widen over time.
- Fifty-eight percent of 18 to 29-year-olds are expected to believe socialism is a superior economic system for America compared to capitalism.
- Sixty-four percent of the 18 to 29 demographic is expected to believe that corporate America is the root cause of the country's problems.
- The phrase "crony capitalism" is predicted to cause audiences to focus on "crony" rather than "capitalism," leading to a rejection of the entire economic system.
- Reliability is expected to grow increasingly critical every year as new technology advances and consumer frustration with failures rises.
- The public desires communication containing "exceptional" and "extraordinary" language, referred to as the "E words."
- The phrase "well-served" is expected to provide a 10-point communication advantage over "valued customer."
- Companies have faced difficulties over the last 10 to 15 years due to the perception that they treat their employees with disrespect and bad treatment.
- CEOs are viewed negatively because they are associated with Wall Street, firing employees, and profiting while employees suffer injury.
- Businesses are advised to consider changing the title of the person in charge because the term "CEO" carries negative connotations regarding job cuts and Wall Street.
- The phrase "I will be your voice" is expected to create total alignment and support between a business and its customers.
- People over age 60 are expected to continue judging based on ethnicity and gender, whereas individuals under 30 do not see these factors in the same way.
- Individuals over age 50 are expected to place higher value on companionship and relationships rather than material "stuff."
- "Truth with a capital T" is expected to be more desirable to the public than mere facts, contributing to low trust in all institutions except the military.
- People of color are expected to prefer "inclusion" over "diversity" by a two-to-one margin due to a fear that diversity initiatives may only include a select few.
- Using the word "together" is predicted to be additive and inclusive of all beliefs, whereas "inclusion" may be interpreted as selecting specific individuals.
- The term "performance" is preferred over "bottom line" or "profit" because the latter implies prioritizing profits over people.
- Interactivity with employees and customers is increasingly dependent on phrases like "I hear you," "I get it," and "I will be your voice."
- The audience, particularly those under 30, is expected to view music and love rather than demographic details such as race or gender.
- Older demographics are not expected to choose images of physical injury, such as a broken hip, to represent "life at perfection."
- The next generation is expected to possess attributes and priorities that extend beyond the current focus on work-life balance.