Winston Churchill church gave as many memorable quotes in his speeches as any other leader. James Humes refers to these quotes as power lines. In his book Speak like Churchill Stand Like Lincoln, James Humes accredits Churchill with creating the C.R.E.A.M. acronym to create power lines. C.R.E.A.M. stands for Contrast, Rhyme, Echo, Alliteration, and Metaphor.
CONTRAST
Contrasts allow you to highlight opposite or different positions in a stark way. They often not only highlight the benefit of your position, but also highlight the detriments of not taking your position. Some examples of contrasts are:
- Ask not what your country can do for you, but what you can do for your country.
- Ultimately, you judge the character of a society, not by how they treat their rich, the powerful, and privileged, but by how they treat the poor, the condemned, and the incarcerated. -Bryan Stevenson
RHYME
Rhyming helps people remember. The parts of poems and songs that rhyme are often the easiest to remember and stick in our head the most. Principles or propositions that rhyme may have an aroma of authoritativeness. Some examples of rhymes are:
- If it doesn’t fit you must acquit.
- What darkness conceals light reveals.
ECHO
Echo is a repetition of the same word or phrase over and over again. This is important to either emphasize a particular point or show how a certain proposition has proven true time after time. Some examples of echos are:
- We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills. - Winston Churchill
- I have a dream that one day this nation will rise up… I have a dream that my four little children will one day live… I have a dream that one day every valley shall be engulfed… - Martin Luther King
ALLITERATION
Alliterations are closely connected words that have the same sound at the beginning. In speeches alliterations have a similar effect as rhymes. Some examples of alliterations are:
- This is a case of regret not rape.
- This was a reactionary reflex not a resisting.
- Without rhyme or reason.
METAPHOR
Metaphors help put things into perspective through analogies that are easier for the audience to understand. Metaphors can also help the audience visualize what is going on. Some examples of metaphors are:
- You don’t hit 73 home runs by playing fair.
- Politics is like a rubber band the more you pull on one end the more you pull on the other end, and if you pull too much it will snap.
CONCLUSION
Try to limit your power line to one per speech. People can generally only remember one power line per speech, and if you use too many power lines they will lose their effectiveness.
