It should be lengthy enough to seem substantial yet concise enough to feel breezy. It should be serious but with a slight wink. It should lay out a new course of action but one that can change direction at any moment. If you must mention facts and figures, don't do so directly. The general thrust should remain embedded in one's mind forever but specific words should be forgotten the moment they are heard. It should contain nothing that can't be confirmed or denied.
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