Notable Quotable Quote

At the end of every media training I lead for executive spokespersons I say, “Start noticing quotable quotes as you read the newspaper, magazines and your industry’s trades.  Take an extra minute to think about what makes the quote stand out.”

With that tip in mind, I wanted to share a quotable quote in this morning’s Boston Globe Magazine article, Are 3-D Mammograms a Breast Cancer Breakthrough?  “It’s a step, but it’s a step by a person who has a stride of 7 feet,” said Dr. Elizabeth Rafferty, a radiologist at Massachusetts General Hospital’s breast imaging clinic, of the promise of new 3-D mammograms for detection and fewer false alarms.

This is a brilliant example of a quotable quote. In one concise, visual statement the spokesperson puts this announcement in crystal clear perspective. 

To help the rest of us learn from this wonderful example, let’s dissect the quote:

  • The doctor wanted to keep the announcement in perspective. Earlier in the interview she said, “I don’t want to call it a magic bullet, because that would oversell…”  So “a step.” 
  • But not a baby step, as we’ve heard about so many other medical announcements. The doctor wants us to understand the huge potential of this announcement, “a step by a person who has a stride of 7 feet.” A really big step. 
This single, memorable sentence helps us understand how to think about this announcement. 

What notable quotable quotes did you read today? 


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