Staying on Message

I listened this weekend, as I often do, to NPR’s Wait Wait Don’t Tell Me, an amusing radio game show  spoofing current political events. This week’s guest was Chuck Todd, NBC’s Chief White House Correspondent and political director.

In a conversation about what really goes on in the White House press room, Todd said of Obama press secretary Robert Gibbs: “His job is not to make news but to move message.” You can listen to the  exchange here.

Which got me to thinking about how important it is for everyone — in these dark, unpredictable and downright scary economic days — to stay on message. When the going gets tough, our tendency is to widen the net, expand our services, until we eventually become like those enormous multi-page menus that always make me suspicious. I would much rather go to a small restaurant with just a few entrees, knowing that all of their talent and energies are going into making those few discrete dishes the best that they can be.

So, circle the wagon trains and hit your sweet spot. Keep your message tight, compelling and  customer-centric.  One strong, memorable message is infinitely better than a dozen flabby cousins.