Politics aside, Prime Minister David Cameron gave an effective speech yesterday in response to the London riots. I'm not a British citizen and I don't know their experience. What I do know is that Cameron responded by speaking clearly and to the point. He began with a clear purpose statement. "I'd like to update you on the latest situation and the actions we're taking to get this despicable violence off our streets." He paused after the word "violence" to let it land and wasn't afraid to use emotional words (despicable). He then quantified the results. "There are 16, 000 police on the streets," "450 people have been arrested". Mr. Cameron went on to acknowledge all who contributed to the emergency services. In a politically correct society it's refreshing to know he's not afraid to condemn negative behavior and used words such as "sickening", "appalling", and "thugs". His tone was serious, impassioned, and strong. As a public speaker, he put a stake in the ground and took a strong stand. Listen to his presentation and make note of his direct, clear, and congruent speaking style.