Message Discipline: Allen Iverson was recently elected to the Basketball Hall of Fame. He was certainly deserving. A great player and amazing competitor. Yet most people remember him more for his infamous rant during the 2002 NBA Playoffs:“Listen here. I’m supposed to be the franchise player and we in here talkin’ about practice. I mean listen, we talkin’ about practice. Not a game. Not a game. We talkin’ about practice…Practice!”It’s a great example of how important practice is. But I’m referencing how important practice is with respect to messaging, speaking, presenting. When he went off about Practice in 2002, Allen Iverson wasn’t complaining about practice. But since his messaging was undisciplined and done when he was in an emotional state due to the recent murder of a friend, he came away sounding like a spoiled, whining star. Actually Iverson was making the point that instead of talking about how him being late for or missing a practice, we should put things into perspective. He wanted people to know that while he gave his all—his heart, soul, body to the team—he wishes he could’ve done more. He wanted people to know that he actually worked hard in practice, something his coach acknowledged.Instead his lack of message discipline leads many people to think “Practice. We talkin’ bout practice” when they hear Iverson’s name. It makes the case for message discipline. Understanding your target audiences. Preparing your message pillars and delivering them from the heart. Yes that might sound contradictory but it’s not. We all need to speak genuinely and with passion to make the most impact with our message. But to do so takes practice…prepared speech but not a memorized one. An outline of what you want to cover but delivered with passion and your own style. Iverson seemed to do just that in his Hall of Fame acceptance speech. It was moving and memorable. You could tell he did one thing a lot before the ceremony. Practice.Guest: Lou Castelli is Director of External Affairs for Pittsburgh Public Theater, contemporary theater in the heart of downtown Pittsburgh's Cultural District. Lou has the opportunity to tell a great story about Pittsburgh Public Theater including their unique three-quarter thrust stage — the audience surrounds the actors on three sides — offering intimate, engaging, professional theater. And how every season has a series of diverse theatrical productions that encompass classics of the American theater, masterworks from the international repertoire, world premieres, contemporary plays and musicals of exceptional merit.What's the Big Idea? Satisfy the loyal audience while still reaching the up and comers. Learn from trends. Change the way you do business to live up to what the next generation is expecting. Tool: Facebook Ads lead to comments that become your "word of mouth."The No BS Show is brought to you by audible.com. Get a FREE audiobook download and 30 day free trial at www.audibletrial.com/NoBS. Try a book like The Power of Habit, Why We Do What We Do in Life and Business by Charles Duhig. You can download it for free today. Go to Audibletrial.com/NoBS. Over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.