The greatest speech of all time, delivered by one of the greatest orators of all time, was the I Have a Dream speech from Martin Luther King.

Decades have passed, and these immortal words still ring true.

But why do we know it as the “I Have a Dream” speech, and not the “Civil Rights” speech, or the “Free At Last” speech?

It’s because he repeats a variation on the phrase over ten times in a near 15-minute speech.

That’s nine times more than most of us are comfortable repeating any one message.

Whether it’s a website, or a video, or a keynote, or anywhere our words need to be remembered, we’re terrified of repeating ourselves lest we look foolish.

But decades later, King’s ideas endure, and you still know exactly what he wanted you to remember.