Hearts & Minds: The power of a great line

Gladiator II appears to be on its way to proving a hit. One sign is that soundbites from the Ridley Scott sequel are being replayed on the airwaves, not only from this film but from its predecessor. Lines like “Are you not entertained?” asked by Russell Crowe in Gladiator, and “What we do in life echoes in eternity” also from Russell Crowe are joined by Denzel Washington in Gladiator II: “It is an art, choosing Gladiators”.

They’re a reminder of the power of the one-liner. You can spend ages trying to communicate something when a short phrase will encapsulate and overshadow everything. Often, there’s a tendency to dismiss them as trite and too simplistic. In meetings, there will be someone who raises a doubt, then everyone agrees it doesn’t work and it’s quickly dismissed. 

It's worth keeping going because the prize is something that can be persuasive and inspiring and memorable. Not for nothing do they define the world’s best brands. It’s no coincidence either that business leaders have produced oft-repeated single liners: “If you can’t feed a team with two pizzas, it’s too large” – Jeff Bezos; “Your most unhappy customers are your greatest source of learning” – Bill Gates; “I don’t look to jump over seven-foot bars - I look for one-foot bars that I can step over” – Warren Buffett; and “Early to bed, early to rise, work like hell and advertise” – Ted Turner.

There are plenty of others and everyone will have their favorite, but what they display is an ability to communicate. What they’re conveying can be complex and worthy of a book, but in a quick phrase, they’ve nailed it, right there.

It’s why good comms works. There are some still who give greater priority to law and accountancy. Of course, staying the right side of the law and getting the numbers right, matter. But comms has cut through. It has the ability to reach, to sell, to explain, in ways they can’t. It’s just as vital.

A personal note. I studied law at university, before moving into journalism. At my first national newspaper, The Sunday Times, a brilliant veteran, the late Tony Bambridge, called me into his office. “You did law, didn’t you.” he said. I nodded. “What’s this?” he asked, pointing to a piece of furniture. “Don’t say, ‘it’s got a flat top and four legs and therefore might be a table’. It’s a table.” His words have stayed with me ever since.

One more. “As long as you’re going to be thinking anyway, think big” - Donald Trump, when he was running The Trump Organization.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.