The nation's premier communications expert shares his wisdom on how the words we choose can change the course of business, of politics, and of life in this country In Words That Work, Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. With chapters like "The Ten Rules of Successful Communication" and "The 21 Words and Phrases for the 21st Century," he examines how choosing the right words is essential. Nobody is in a better position to explain than Frank Luntz: He has used his knowledge of words to help more than two dozen Fortune 500 companies grow. Hell tell us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because satellite was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book's for you.

Hailed by national leaders as politically diverse as former Vice President Al Gore and former House Speaker Newt Gingrich, Generations has been heralded by reviewers as a brilliant, if somewhat unsettling, reassessment of where America is heading. William Strauss and Neil Howe posit the history of America as a succession of generational biographies, beginning in 1584 and encompassing every-one through the children of today. Their bold theory is that each generation belongs to one of four types, and that these types repeat sequentially in a fixed pattern. The vision of Generations allows us to plot a recurring cycle in American history -- a cycle of spiritual awakenings and secular crises -- from the founding colonists through the present day and well into this millenium. Generations is at once a refreshing historical narrative and a thrilling intuitive leap that reorders not only our history books but also our expectations for the twenty-first century.

Each volume includes an index.