POSITION: Managing Messages... 67 you have a complicated message to deliver and need to map out what you want to say before you open your mouth. The Message Map Where do you want your listener or audience to end up once you've finished talking? What conclusion do you want them to draw? How do you want them to react to the informa- tion you've just presented to them? You can't build any kind of effective message until you answer these questions. Start with the core message. That's the one right in the middle of the message map. Remember that a good core mes- sage can be summarized in a dozen words or so. It states the goal or outcome of what's being proposed in the plainest terms, and it focuses on the audience's needs, not yours. "Buy our tool. It offers exceptional accuracy at a lower price," or "Merg-