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Message Discipline: 3 Points No More
In crisis, only 3 points per message. Audience can't absorb more. Repetition builds understanding.
Goal
Beat leader's urge to explain everything ("10 important points") in crisis, losing audience entirely.
Steps
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1
Pick a crisis (real or hypothetical). List 10 points you want to communicate. All "important" to you.
Expected Outcome
Immediate
You find 5 of your 10 points were repetition or detail. Clarity comes from cutting.
Evidence base
School: Strategic Communication
Founders: Chip Heath · Dan Heath · Daniel Diermeier (2007)
Focus principle from Chip & Dan Heath in "Made to Stick" (2007). Diermeier applied to crisis in Reputation Rules (2011).
Keywords
Frequently asked questions
How long does "Message Discipline: 3 Points No More" take?
This exercise takes about 30 minutes, practiced with another person in a Creative format.
When will I notice the effect of "Message Discipline: 3 Points No More"?
You find 5 of your 10 points were repetition or detail. Clarity comes from cutting. In the short term: Within a week, stakeholders quote your message verbatim. No distortion. Narrative control.
Is "Message Discipline: 3 Points No More" evidence-based?
Yes — it draws on Strategic Communication (Chip Heath, Dan Heath, Daniel Diermeier (2007)). Focus principle from Chip & Dan Heath in "Made to Stick" (2007). Diermeier applied to crisis in Reputation Rules (2011).
Is "Message Discipline: 3 Points No More" suitable for beginners?
Its difficulty level is: Intermediate. No external tools required — it can be practiced directly inside the app.
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