" The fifth word, “reliability,” had been left off the original Twenty-one-word list, but it should have been. Thanks to increasing dependence on technology, couples with dwindling free time, more and more people have come to conclude that the reliability of a particular product or service is at least as important as its price, and in some circumstances-automobiles, cable television, and personal communication devices to name but three-even more so. "

― , Words That Work: It's Not What You Say, It's What People Hear