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|PART I|

Capture Attention with FOCUS

“If you have an important point to make, don’t try to be subtle or clever . . . Hit the point once. Then come back and hit it again. Then hit it a third time—a tremendous whack!”

—WINSTON CHURCHILL

ROADMAP FOR PART I, CHAPTERS 1–4:

How do you design a message that gets heard, gets remembered, and gets results?

One solution: say less. For example, tell them what you’re not going to tell them. Saying less requires practice, and we’ll discuss some easy drills (chapter 1).

Fast-focus™ (chapter 2) is the methodology I use with leadership teams and individual executives to design critical messages. We’ll go through it, step-by-step.

Then we’ll look at designing messages for special situations, such as how to talk ...