Words That Work
We often assume that if our facts are sound, our message will land. But if you've ever felt misunderstood, or watched a perfectly logical argument fail to persuade, you've encountered the subtle power of language. Frank Luntz shows us that words aren't neutral vessels for ideas; they are frames that shape how those ideas are received, felt, and acted upon. He demonstrates how a single phrase can shift public opinion, not by changing the truth, but by changing the lens through which it's viewed. This isn't about manipulation, but about understanding the human psychology behind why some words resonate deeply and others simply vanish into the air.
18 minOpen edition