In tonight's CNN GOP debate, the candidates were asked to describe themselves in one word only.
One of these words doesn't belong with the others. Which one is it?
A. Ron Paul: Consistent
B. Rick Santorum: Courage
C. Mitt Romney: Resolute
D. Newt Gingrich: Cheerful
If you answered "C," I agree.
The other three words are concrete - and thus memorable.
"Resolute" is about as abstract a choice as you can get - and is thus utterly unremarkable and unmemorable. As proof, notice the lack of audience reaction after Romney states his choice.
From the Green Room: Whether you have one word or 1,000 - if you want your ideas to stick, use concrete language.