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  • Apple has a passion to deliver the most amazing, innovative - and, in fact, I got criticized because in "Win," there are at least 10 references to what Steve Jobs has done, and Apple's done, in that my editor said it's too much. But Apple is a passionate company.

    "Frank Luntz: How To 'Win' With Smart Messaging". "Talk of the Nation" with Neal Conan, www-s4.npr.org. March 8, 2011.
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