Wednesday, February 22, 2012

One Word Only

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.

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