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New Word Order

A political spinmeister takes his way with words to the corporate world.

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This story appears in the April 2007 issue of Entrepreneur. Subscribe »

When you're talking to Frank Luntz, choose your words carefully. Under the famed--and infamous--Republican wordsmith and pollster's tutelage, his party dubbed oil drilling "energy exploration," and the estate tax became the ominous-sounding "death tax."

Luntz has worked with major corporations on their messages, too, and has distilled his advice into Words That Work--It's Not What You Say, It's What People Hear.

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