TED Presentations, Rule 02. Develop a short and clear key message

As a nonprofit organization based in the U.S., TED holds presentations by bringing together people from fields of Technology, Entertainment and Design. TED Conference is devoted to "Ideas Worth Spreading". By focusing and analyzing TED presentations, we seek "how to deliver inspiring presentations". 

How do you make a presentation with a key message that resonates in many people? Advertising copies, headlines of newspapers or catchphrases from company PR or election campaigns can be effective than any other method and can move the audience as intended, if made right. By utilizing catchphrases in presentations, your message can be conveyed with a strong note as well. How do TED speakers make use of this? The second rule "how to develop a short and clear message" guides you.