Yield - The Power of a Core Message

We recently read of the death of Clinton E. Riggs, a police officer who is credited with creating the "Yield" traffic sign. We're all familiar with that sign, but it didn't come easily for Riggs.

After a near crash, Riggs decided to come up with a warning sign. He worked on it from 1939 to 1949. Some of his first attempts included such jewels as: "Slow vehicle driving on main highway to proceed first," "Submit to faster moving drivers," and "Relinquish roadway." Some of his messages where so wordy that motorists had accidents just trying to read the signs. Finally, "Yield Right-of-Way" became simply, "Yield."

How many of our core messages have been so convoluted that our audiences are left at least confused if not in a crash? It took Riggs about 10 years to figure out his message. Hopefully, you won't need as much time to figure out yours. We've all seen, over and over, the value of having a clear core message: "I have a dream," "If it doesn't fit, you must acquit," and "Yield."