This week on Craft Politics, a sneak peek from Joseph's new show, Masters in Public Affairs.Episode 3 goes deep on Frank Luntz's Words That Work — the book that argues your message doesn't matter nearly as much as what your audience does with it after it leaves your mouth.In this episode:- Why Henry Kissinger's biggest regret was a word he didn't chooseThe core principle: communication is determined by the receiver, not the sender- How single-word changes moved public opinion by double digits- Four mental models for designing messages that actually land- Where practitioners misread Luntz — and the honest limits of language- How this connects to Lippmann and McRaney from earlier in the seriesAbout Masters in Public Affairs:A new show where Joseph goes deep on one foundational book per episode, extracts the durable ideas, and translates them into mental models public affairs practitioners can use. If you enjoy this episode, subscribe wherever you get your podcasts.
