• Few institutions are loved. Respect and appreciation are more realistic aspirations, which can be achieved through the right balance of communication and behaviour.

  • A good reputation takes a long time to build. Poor communication will destroy it in a week.

  • Your audience will hear nothing of what you say until you hear what you sound like through their ears.

  • Being right is no substitute for a winning argument.

  • Size and superior resources are no defence against asymmetrical attack.

  • In the struggle for hearts and minds, hearts are always trumps.

  • In the court of public opinion, the most persuasive arguments are those which deliver outcomes that work for ordinary people.