To wrap up the week, I offer some last words from Luntz. Here are his 10 commandments of messaging. Bottom line: be able to explain what you do in one visual, compelling, intriguing sentence or phrase.1. Simplicity is key. What one word or phrase captures your work?2. Brevity: Keep it short, always.3. Credibility matters more than ever.4. Consistency is vital – stick to your message, and make your message sticky.5. Novelty: be fresh and use fresh language and stories.6. Sound and texture matter.7. Speak aspirationally.8. Be visual. Have one great picture that tells your story.9. Ask a question. Start conversations, not monologues.10. Provide context. Explain why your mission matters to your audience.