Frank Luntz Tries to "Win" Over Imus For the Second Time in Two Weeks

Imus ran short of time during Frank Luntz’s appearance last week, and told his guest he could return anytime to sell his new book, Win. Little did Imus know Luntz would take this offer so seriously, and return…this week.
 
But, there he was today, back in studio, slugging away at his book promotion in the face of an international tragedy—the earthquake and subsequent tsunami in Japan—that again deprived him of his allotted time.
 
In one of his previous books, Luntz talked about Words That Work. This time around, with Win, he’s focusing not on Charlie Sheen, but on “the attributes that work,” as he put it.
 
Suddenly, Luntz turned to Charles and wondered if he’d like to participate in a little game to assess whether Imus, in fact, possesses such attributes. “He doesn’t want to,” Imus said. “He wants to fool around with his computer, make marks on his news copy, and barely pay attention.”
 
Charles, however, leapt at any potential opportunity to pass judgment on the I-Man, and listened with rapt attention as Luntz began his survey.
 
“Most important is understanding the human dimensions of any issue, of any fact, of any circumstances,” he said. “Does that describe Imus?”
 
Without missing a beat, Charles replied, “Absolutely not.”
 
Are Imus’s questions smart, cutting and informative? “Yes.” Does he have the ability to see what doesn’t yet exist, and have a concept of how to bring it to life? “No.” Does he only focus on the problem, and not the solution? “He only focuses on the problem.”
 
Imus also, by Charles’s account, drives to do more, and do it better than he did before; has a curiosity of the unknown; and has zero ability to connect or empathize with people.
 
“That’s not true, you dumb bastard,” Imus chimed in.
 
Does Imus have a willingness to try something, fail, and then try it again? “Yes.” And, most important, does he have a love of life itself?
 
After considering this question for a few seconds, Charles finally answered in the affirmative, leading Luntz to declare, “Then you, Don Imus, are a winner.”
 
To which Imus responded, “You’re a dope, Frank. Is there any way your book can fall off the list?”
 
If it does, Luntz will doubtless return next week to pump Win right back up.  
 
-Julie Kanfer