" But what, exactly, did that word ‘opportunity’ mean to people? Luntz asked. As the group yelled out answers – ‘right to choose’, ‘personal control’, ‘no obstacles’, ‘everyone gets a chance’, ‘founding principle of the country’ – he hauled a fresh sheet of paper on to the easel. Once again, a pecking order was established as the relative importance of these core atoms of democracy, these mitochondria of liberty, was put to the vote. This time, ‘founding principle’ won gold, ‘everyone gets a chance’ got silver, and ‘right to choose’ the bronze. "

― Kevin Dutton , Flipnosis: The Art of Split-Second Persuasion