Stone's Rules
According to a 2007 magazine profile of Stone by Matt Labash, the consultant "often sets his pronouncements off with the utterance 'Stone's Rules', signifying listeners that one of his shot-glass commandments is coming down, a pithy dictate uttered with the unbending certitude one usually associates with the Book of Deuteronomy." Stone's Rules can be about fashion, food or strategy: "Unless you can fake sincerity, you'll get nowhere in this business." "Politics with me isn't theater. It's performance art. Sometimes, for its own sake." "Always praise 'em before you hit 'em." "Admit nothing, deny everything, launch counterattack."
Examples:
- "Unless you can fake sincerity, you'll get nowhere in this business." (one of Stone's favorites)
- "Politics with me isn't theater. It's performance art. Sometimes, for its own sake."
- "Don't order fish at a steakhouse,"
- "White shirt + tan face = confidence,"
- "Undertakers and chauffeurs are the only people who should be allowed by law to wear black suits."
- "Hit it from every angle. Open multiple fronts on your enemy. He must be confused, and feel besieged on every side."
- "Always praise 'em before you hit 'em."
- "Be bold. The more you tell, the more you sell." (attributed to advertising guru David Ogilvy)
- "Losers don't legislate." (from Richard Nixon)
- "Admit nothing, deny everything, launch counterattack." ("Often called the Three Corollaries", Stone says of this rule.)
- "Nobody ever built a statue to a committee."
- "Avoid obviousness."
- "Never do anything till you're ready to do it."
- "Look good = feel good."
- "Always keep the advantage."
- "Lay low, play dumb, keep moving."
Personal style and habits
Stone has long been noted for his "flamboyant personal style" as one
New York Times article noted, and Stone has been called "flamboyant" in
Newsday and
The New York Observer.
The notability of his personal style has extended to his fashion choices. As another article from
The New York Times put it, he "has a reputation for sartorial elegance". (The same
New York Times article also reported that when Stone stopped wearing socks during "Ronald Reagan's 1980 Presidential campaign, Nancy Reagan fastidiously brought this to her husband's attention.") His flashy style partly involves good food and good clothes. "A dandy by disposition who boasts of having not bought off-the-rack since he was 17 ... [Stone has] taught reporters how to achieve perfect double-dimples underneath their tie knots", according to Labash. Washington journalist Victor Gold has noted Stone's reputation as "one of the capital's smartest dressers".
His longtime tailor is Alan Flusser, author of
Style and the Man. A Flusser associate has said Stone knows enough about men's clothing to work in Flusser's establishment. As of 2007, Stone declared single-vent jackets the sign of a "heathen" and flat-front pants an atrocity: "Pants today are like a little church in the valley — no ballroom". Stone says he owns 100 silver-colored neckties and has 100 suits in storage. He despises cowboy boots worn with suits. Fashion stories have been written about him in
GQ and
Penthouse.
As of 1999, according to a
New York Times article that year, "[H]e always wears suspenders, but never red ones. 'People with blond hair do not look good in red,' he said. 'And you shouldn't call them suspenders. It's more accurate to call them braces.'" At that time he was sporting a "silver watch fob, spread-collar shirt and wide-striped double-breasted suit tailored to accentuate his bodybuilder's silhouette". He had only started wearing blue jeans when he met his second wife, he said. He credited his youthful good looks to "decades of following a regimen of Chinese herbs, breathing therapies, tai chi and acupuncture," according to the
Times. Others have noted that he wears a diamond pinkie ring in the shape of a horseshoe, in 2007 he had Richard Nixon's face tattooed on his back, he owned five Jaguars as of 2007, and he also owns five Yorkshire Terriers. He has said of himself: "I like English tailoring, I like Italian shoes. I like French wine," he told a reporter for
Newsday. "I like vodka martinis with an olive, please. I like to keep physically fit." His office in Florida has been described as a "Hall of Nixonia" with framed pictures, posters and letters associated with Richard Nixon. Exceptions are a poster of a stripper and a photo of him standing by a pool with porn star Nina Hartley, both in bikinis.