Best in class communicators
Lessons from Dr. Martin Luther King
Some speeches fade with time. Others shape history. On August 28, 1963, Martin Luther King Jr. stood before a crowd of over 250,000 people at the Lincoln Memorial and delivered what would become one of the most powerful speeches in modern history. His "I Have a Dream" speech was more than a call for civil rights—it was a masterclass in communication, one that still resonates today.
How did this moment come about? What role did Mahalia Jackson play? And why is this speech still studied as a best-in-class example of impactful communication?
Let’s break it down.
The Story Behind the Speech
The March on Washington for Jobs and Freedom was not just about King. It was a historic gathering of civil rights leaders, activists, and ordinary citizens who demanded an end to racial discrimination and economic inequality. The movement had been building for years, but this moment was different—it was designed to be a powerful, unified demonstration at the heart of the nation’s capital.
King was the final speaker that day, but his speech almost didn’t happen as we remember it. His original draft was strong but structured, carefully written to be persuasive yet measured. The now-famous "I Have a Dream" section was not in his prepared remarks.
So what changed?
Mahalia Jackson’s Influence
Mahalia Jackson, the legendary gospel singer and close confidante of King, was seated nearby as he spoke. Sensing that he was delivering his speech as planned but holding back something more powerful, she called out to him:
"Tell them about the dream, Martin!"
At that moment, King paused. Then, instead of returning to his written speech, he launched into an unscripted, soaring vision—the part of the speech that would define history.
This was more than improvisation. It was authenticity. He didn’t just deliver words; he connected with the crowd, responding to the energy of the moment.
Why This Is a Best-in-Class Example
Decades later, this speech is still studied, quoted, and revered. Why?
1. Vision and Emotion Over Facts Alone
King understood that facts alone don’t move people—vision does. His speech was filled with powerful imagery, not statistics. He painted a picture of a future where justice and equality would prevail, using language that stirred emotion and inspired hope.
He didn’t say, "We demand policy changes to end segregation." He said:
"I have a dream that one day every valley shall be exalted, every hill and mountain shall be made low."
That’s not policy. That’s poetry. And poetry moves people.
2. Repetition for Emphasis
The phrase "I have a dream" wasn’t just a powerful line—it was a carefully repeated motif. King used repetition to make his message unforgettable, reinforcing key themes and building momentum.
Each time he said, "I have a dream," the energy grew. The crowd didn’t just hear his words; they felt them.
3. The Power of Contrast
King masterfully used contrast to emphasize the urgency of the moment.
He described the "sweltering heat of injustice" versus the "oasis of freedom and justice."
He spoke of the "jangling discords of our nation" that must become a "beautiful symphony of brotherhood."
By placing two opposing ideas side by side, he made the stakes clear. The audience could see the world as it was—and the world as it could be.
4. Connection With the Audience
This was not a distant, detached speech. King’s words directly addressed his audience’s hopes, fears, and struggles. He referenced the U.S. Constitution and Declaration of Independence, framing the civil rights movement as not just a Black issue, but an American promise yet to be fulfilled.
His message wasn’t just about what he wanted—it was about what everyone deserved.
5. Authenticity and Adaptability
Great communicators know when to stick to the plan and when to pivot. King’s decision to step away from his prepared speech and embrace the moment made the difference between a great speech and an unforgettable one.
Had he ignored Mahalia Jackson’s call and stuck to the script, the speech may have been strong—but it would not have been historic.
The Takeaway:
Martin Luther King Jr.’s speech at the March on Washington wasn’t just powerful because of what he said, but how he said it.
Speak with vision. Facts matter, but people follow vision. Paint a picture of the future, not just the present.
Use repetition and contrast. Reinforce key ideas and show the difference between today’s reality and tomorrow’s possibility.
Connect with your audience. Speak to their lived experiences, values, and aspirations.
Be adaptable. The best communicators know when to go off script and lean into the moment.
King’s speech reminds us that words, when used well, don’t just inform. They ignite change.
What’s your dream? And more importantly—how are you telling it?