In the 1967 movie Bonnie and Clyde, when protagonist Clyde Barrow says, “We rob banks,” it’s more than just Warren Beatty’s braggadocio that stands out.  It’s the simply clarity and outrageous truth of that brief declarative sentence.     When it comes to message development, most people think they know what their message is.  They’ve undoubtedly said or written it many times.