Good speaking is less about eloquence than about making delivery easier on your own brain and on your listeners'. Murphy offers three habits, each tied to a well-known figure.
1. Repeat a simple mission until it sticks. Large companies invest in core values and mission statements because short, repeatable lines work. Walmart's CEO returns constantly to one idea about saving people money, and United's CEO keeps using a bold, memorable tagline for his airline. If your employees couldn't mimic your mission statement as a joke, you aren't repeating it enough.
2. Write your notes like verse. Break scripts into short lines instead of dense paragraphs. The line breaks cue you where to pause, breathe, and emphasize, so pacing comes naturally instead of being improvised mid-speech. Churchill drafted his wartime speeches this way, in what he called "psalm" style, and the same trick works for modern pitches.
3. Group ideas in threes. People seem to process and remember triplets especially well. Steve Jobs structured his Stanford address around three stories and framed the original iPhone as three products in one. Once you look for this pattern, it shows up everywhere, from famous quotes to fairy tales.
Takeaway: Give your audience a clear core idea, a rhythm to follow, and a structure their brains already recognize.