Page 78 - The New Articulate Executive_ Look, Act and Sound Like a Leader

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GETTING THE

MESSAGE ACROSS

THE ROCKET

The CEO of a big consumer products company was preparing for
his annual meeting and announced that he had eight important
points he wanted to cover. I explained that this would have been
counterproductive, because people can’t retain more than one idea
at a time. So we redesigned the approach. In the end, he wound up
with just a single message. But he was still able to make all eight
points—because we positioned each point as a part of one overriding
theme. In other words, all the points were just another way of
expressing the message.
The design I am talking about is what I call the rocket.

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