9FORGING A POWERFUL MESSAGE

O STANDS FOR ONE THEME

Winston Churchill—arguably the greatest speaker of the last century, but almost forgotten today—said that you can’t talk about more than one thing at a time. This is particularly true when you are just one of a series of speakers at a meeting or event. It is tough enough to try to remember what everyone said if all six play the game correctly and each one has only one message. You’ve still got half a dozen concepts to try to digest.

But the reality is always worse. The reality is that each speaker will very likely not know how to play the game and will try to cram a lot of information into a very small space—without thought to what is the larger truth, what is the real message. These people ...

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