I've never liked Dr. Luntz but I have always admired his mastery of words. I have read all his books as soon as they were released.
I didn't like how he renamed what seemed to be clear legislation (Estate Tax) to something scary and misleading (Death Tax).
He did that for global warming during the George W Bush years, calling it climate change because it was less threatening. He devised a strategy of claiming there wasn't scientific certainty.
Anyway, to his credit he testified to the Senate that that was a lifetime ago and he was wrong. He has since used his mastery of words that few scientists possess for these suggestions:
USE: Cleaner, safer, healthier.
USE: Solving climate change.
LOSE: Ending global warming.
USE: Principles and priorities.
USE: Reliable technology/energy.
LOSE: Ground-breaking/State of the art.
USE: New careers.
LOSE: New jobs.
USE: Peace of mind.
USE: Working together.
LOSE: One world.