This viral video demonstrates the power of changing just a few words to create an emotional response.

When communicating to an audience, take as much time as you need to tell the story, and no more.

Then EDIT EDIT EDIT.

Make the words count. This applies to talking on the radio, giving a speech, writing a letter to supporters, even stand-up comedy.

We live in a sound-bite world. But, it seems, this is not a new insight. German theologian Martin Luther, who died in 1546, lamented, “If I had my time to go over again, I would make my sermons much shorter, for I am conscious they have been too wordy.”