"Fit the purpose of your talk to the audience and the occasion." (p.103)
"This entire chapter is devoted to the short talk to get action."
Two-minute limit on the talks (p.104)
Magic Formula of speech construction
"Audiences are not interested in apologies or excuses, real or simulated. They want action." (p.105)
"The formula is ideal for short talks." (p.105)
"The listener is caught up in the story you are relating but he is not aware of what the point of your talk is until near the end of the two- or three- minute period."
例: Leland StoweのUN’s Appeal for Childrenを支援するよう求めたスピーチ(p.106)
A girl has been given red cap (or cloak and hood) to wear. Her mother sends her to take food to her sick grandmother. The mother tells her she must not stop on the way. A wolf sees the girl walking through the woods and makes a plan to eat her. The wolf politely asks the girl where she is going. The girl answers him, because he seems friendly. The wolf tells the girl to pick some flowers for her grandmother. While she is picking flowers, the wolf goes to grandmother's house and eats her. He puts on the grandmother's night-cap and gets into her bed. When the girl arrives at her grandmother's house, she gets into bed with the wolf.
In the Grimms' version, a woodcutter (lumberjack) comes and cuts opens the wolf's body. He saves the grandmother and the girl who are still alive in the wolf's stomach. Then, stones are put in the wolf's body to kill the wolf.