I picked up this book because of the title. I constantly look for good resources to help me and my clients learn to communicate in better and clearer ways. This book accomplishes that goal.

     In many ways, the subtitle – “It’s not what you say, it’s what people hear” – communicates the main idea in this book.

     The author, Frank Luntz, polls people to find out what they heard and how they responded to what they heard for everything from political campaigns to product launches. He has many years of experience in this field.

     The book is filled with communication principles and stories that illustrate the principles.

     On the downside, I felt like the book moved a bit slowly. However, I think that the pace of the book is a minor issue. The lessons learned are well worth working through the content.

     If you want to understand which words work the best and how to use them most effectively, you will want to add this book to your library.

     Guy Harris, The Recovering Engineer