As Vijay was walking back to his shop after a break he noticed that one could identify the fish from its smell from very far, at a distance from which one could barely read the sign. He knew there was no need for the word "FISH."

The point of the story is by eliminating the not-so-important you'll get down to the essential. And by having only the essential left, your presentation will support YOUR TALK instead of the other way around.  Tobias Schelle