Coaching

When professionals hold press conferences or give interviews they usually prepare by compiling key messages. Many times they will write them on cue cards. The pack of cue cards will then be structured into three parts, labelled something like must, should and can.
The must category will contain no more than three messages, which the professional will insert into the interview whether he is asked about them or not. The should category will typically contain not many more, because three is what the human brain can handle unconsciously. Anything more, and it needs to switch on special circuits. The rest of the cards (the “can” cards) can hold an indeterminate number of statements.