As a renowned communication professional, Dr. Frank I. Luntz often finds himself in conversations with some of America’s greatest businessmen, politicians, entertainers, and athletes. It is through these unique opportunities that Luntz comes to recognize nine discernible personality traits that are common amongst the most successful “winners” and how they are conveyed through language. Drawing from dozens of interviews and recollecting numerous stories, Win is Luntz’ account of these characteristics and the part each plays in building a success story—one in which an individual recognizes a weakness or deficiency in the human experience and then offers a solution to fill the void.