I once saw the political communication consultant James Carville speak at communication conference.
“People accuse me, as a speechwriter, of filling empty vessels,” he said in his familiar Louisiana sputter. “’Naw, it’s the opposite,’ I tell ’em. What I do for a living, is I empty full vessels!”
Meaning that he, like most of us, spends most of his time talking clients out of saying everything they want to tell an audience, and convincing them to say only the one thing they want their audience to take away.
Not five things. Not three things. Not two things. One thing—in all its rich and glorious detail.