"I have found out how to simplify the confused and mucked-up world of communications so that your message can penetrate the maelstrom of modern media, whether you are a global corporation, a local politician, a college lecturer, a sales rep or a start-up. I have a magic bullet that will sharpen whatever story you have to tell so that it gets to the heart of the matter, cuts through mental barriers and lodges easily in the mind. As an advisor to companies, politicians and institutions of higher learning, I've been thinking about this problem for about twenty years, and have been figuring out the solution for the last two. I don't know how to de-complicate my cable bill, or untangle the knots in the U.S. Congress, but I do know about this. This is my small part to play in the crusade. So here's your answer."