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Much they won't buy to use it to sell. >> so should we all be taking a look at our companies, no matter what we sell, and say, okay, what fear are we answering? turn it around? >> well it gets to the message directly. i think that's the key question you want. he's exactly right. that's what we're always selling in some way, we might be delivering the message even differently. you can sell fear with humor. there's lots of ways to do that, whether it's about bad breath, car safety. it's about everything. in essence, the ante side. what we learned in psychology class, the theory of existence. eve...

Millions of dollars with the ante side having far more money than people trying to pass this, minnesotans said, you know what, we don't want it, and the first state to say, we don't want this constitutional amendment. >> and there was collateral damage. you had the legislature that swung republican in 2010 swung back to the democrats in twelve, which gave them the power to put this into law. >> absolutely. and one of the things that we saw, in other states, where these were on the ballot, republicans came out in droves. and in minnesota, this sort of dominated the conversation, unlike previous...

Other party, please, you must be mentally challenged. he's profiling me. and that's why, you know i went out of my way and i went home last night and i told my wife i wrote this thing because i was so angry. and almost to the point of tears, because this affects me, you know i have children. they were born in this country but they have spanish name, of have an autistic son. i want those children to have the free choice to make ante side what they want to do with their political ideology when they get older. megyn: do you feel like the message is from the senate majority leader that if they cho...