Compress your *single* message to be **short**, **clear** and **comprehensible**. 1. Test and tune it with trusted colleagues and friends. 2. Review what you want people to remember and test that it does stick. 3. Avoid domain-specific jargon & acronyms, and don't try to sound smart. 4. First impressions (words, sentences, ...) matter more than we might assume. 5. Review if you have unchecked assumptions that first need to be tested. 6. Remove anything that isn’t strictly necessary to achieve the desired outcome.