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Words that Work by Frank Luntz

It's not what you say, it's what people hear. Words That Work is Frank Luntz's attempt to codify what he learned across decades of polling, focus groups, and real-time language testing for politicians and Fortune 500 companies. The core claim is deceptively simple: effective communication starts with the listener, not the speaker. What matters isn't what you say — it's what people hear. What We Cover Why Henry Kissinger's biggest regret was a single word he didn't even choose The foundational premise: communication is a receiver-side phenomenon How words get filtered through the listener's existing beliefs, experiences, and emotions before they arrive as meaning Why the order you present information can completely change the reaction The mechanism behind single-word reframes that shifted entire industries (gambling to gaming, liquor to spirits, welfare to assistance) Four mental models practitioners can use immediately: the receiver's filter, results over process, education before motivation, and consistency with freshness Where practitioners misread this book — including the honest limits of language Why Luntz provides the answers but not the methodology, and what that means for your own practice The silence-equals-guilt principle and why it matters more now than when Luntz wrote it How this book connects to Lippmann's Public Opinion and McRaney's How Minds Change to form a through-line across the canon The mastery lesson: the best communicators are the best listeners About This Show Masters in Public Affairs is the show where we go deep on the foundational books that every public affairs practitioner should know. The premise is simple: the best performers in any field work the fundamentals. They return to first principles. They don't chase trends. They master the structures underneath. Each episode takes a single book, extracts the durable ideas, and translates them into mental models you can actually use. We're building a canon — a shared foundation for a field that's never had one. Hosted by Joseph Lavoie.