The One Thing

By John Millen

 We live in a world overflowing with noise.

Our phones buzz, our inboxes overflow and our attention is constantly pulled in a dozen directions at once. Whether you’re giving a presentation, leading a team meeting or just talking with someone at home, one truth has never been clearer: people don’t remember much.

That might sound discouraging but it’s actually empowering — because it means you can take control of what people do remember.

That’s where “The One Thing” comes in.

The power of focus

When I coach leaders and professionals, I often tell them: if your audience remembers only one thing from your talk, conversation or message — what do you want that to be?

This single question changes everything.

It forces clarity. It makes you prioritize. And it turns your communication from a scattershot of ideas into a laser-focused message that cuts through the clutter.

Too often, we try to say too much. We pack our presentations with slides, data and stories. We explain, justify and over-explain — hoping that something will stick.

But here’s the hard truth: when you say everything, people remember nothing.

Our brains are not built to retain long lists of disconnected points. We remember stories, feelings and simple, clear ideas repeated consistently.

That’s why the most effective communicators — from great leaders to skilled storytellers — master the art of distilling everything down to a single, memorable core message.

Why “The One Thing” works

There’s solid science behind this idea. Neuroscience tells us that our brains are wired to focus on what feels important and relevant. 

When we hear too many competing ideas, our brains experience cognitive overload — the mental equivalent of too many browser tabs open at once.

That overload triggers fatigue and the listener’s brain quietly starts to shut down. Attention fades, retention drops and your message gets lost in the noise.

But when you focus on one clear, emotionally resonant message, you’re giving the brain a gift: simplicity. It knows what to latch onto. It can store, repeat and recall that message easily.

In fact, repetition — saying the same key message multiple times in slightly different ways — helps move it from short-term memory to long-term memory. That’s how you make an idea stick.

Applying “the one thing”

This principle applies everywhere — not just on stage or in boardrooms.

When you’re talking with your team, leading a project or having an important conversation with your spouse or friend, the same rule holds true: what’s the one thing you want them to walk away with?

It might be a theme, a takeaway or even a feeling. But it has to be clear.

Here are a few simple ways to apply this idea in your daily life:

1. Start with clarity

Before any conversation, meeting or email, ask yourself: What’s the one thing I want them to remember or do? If you can’t answer that, you’re not ready to communicate yet.

2. Say it early and often

Don’t bury your main point. State it up front and circle back to it at the end. Repetition isn’t boring — it’s memorable.

3. Support it with a story

People remember stories far more than facts. Find one powerful example that brings your “one thing” to life.

4. Eliminate the clutter

Cut the extra points, filler slides and unnecessary details. Every word should serve your core message.

5. Live your message

The most powerful “one thing” you can communicate isn’t what you say — it’s what you do. Consistency between your words and actions builds trust and credibility.

The simplicity challenge

Try this experiment: after your next presentation or conversation, ask people what they remember most.

If you get a dozen different answers, your message wasn’t focused enough. But if people echo the same phrase or idea, you’ve succeeded — your “one thing” stuck.

The world doesn’t need more words. It needs clarity.

When you strip away the noise and focus on the single message you want people to remember, you not only respect their time and attention — you dramatically increase your impact.

So, the next time you communicate — whether it’s a speech, a team update or a simple conversation — ask yourself one simple question:

What’s my one thing?

Then say it, show it and live it — again and again.

That’s how your message gets remembered. That’s how it spreads.