Luntz is the author of the 2007 New York Times Best Seller, "Words That Work: It's Not What You Say, It's What People Hear." His second book, "What Americans Really Want ... Really: The Truth About Our Hopes, Dreams and Fears," climbed to #6 on the New York Times Business Best Sellers list. In March 2011, Luntz released his book,"Win: The Key Principles to Take Your Business From Ordinary to Extraordinary". Work and views U.S. politics, 1990s Luntz was Pat Buchanan's pollster during the 1992 U.S. Republican presidential primary, and later that year served as Ross Perot's pollster in the general election. Luntz also served as Newt Gingrich's pollster in the mid-1990s for the Contract with America. During that time, he helped Gingrich produce a GOPAC memo that encouraged Republicans to "speak like Newt" by describing Democrats and Democratic policies using words such as "corrupt," "devour," "greed," "hypocrisy," "liberal," "sick," and "traitors." In 1993 and 1997 Luntz served as pollster and strategist for the successful mayoral campaigns of Rudolph Giuliani in New York City. Israel and the Palestinians In December 2008 to January 2009, Luntz wrote a report titled "The Israel Project's 2009 Global Language Dictionary" that has been used by the Israeli government to defend Israeli policy in the Israeli–Palestinian conflict. The report, commissioned by The Israel Project, advised media spokespeople to use specific language that Luntz believed would create a more favorable impression of Israel in the United States and the rest of the international community. For example, when discussing the contours of a two-state solution, the report advised describing Palestinian negotiating points as "demands" because Americans dislike people who make "demands." The report was marked "not for distribution or publication", but it was leaked to Newsweek shortly after it was written. Global warming Although Luntz later tried to distance himself from the Bush administration policy, it was his idea that administration communications reframe global warming as climate change since "climate change" was thought to sound less severe. The term "climate change" was not altogether new, as in 1956, the physicist Gilbert Plass published a seminal study called "The Carbon Dioxide Theory of Climatic Change", and in 1978 the journal Climatic Change debuted. Luntz has since said that he is not responsible for what the Bush administration did after that time. Though he now believes humans have contributed to global warming, he maintains that the science was in