9. The "Therefore" test

Try running The Therefore Test (which I presented in the last chapter) on it. Put the word THEREFORE at the start of every sentence in the last third. It works, over and over again:

THEREFORE I say to you today … THEREFORE I have a dream … THEREFORE this is our hope … THEREFORE this will be the day … THEREFORE let freedom ring …

If you want to know how to inspire a crowd, just look at this. It’s like with each line he is imploring his followers with the NIKE slogan: “Therefore, just do it!”