Every year on this day, many of us evoke Martin Luther King Jr.’s famous speech to invoke a deeper message.

I have nothing to invoke in you. I just have a question for you.

How many dreams did MLK Jr. narrate in that speech of his?

One, right?

Not by a long mile.

It was 8.

Yes, he had 8 dreams that he talked about in his speech.

He had 8 dreams packed into one speech that brought two races together.

In fact, most people think that his speech began with the line, “I have a dream…”. It neither began nor ended with that line, but history still refers to it as the “I have a dream” speech.

There are many marketing lessons in his speech, but I believe the best one is that Repetition → Realization → Remembrance! The more you say something, the more you believe it.

Why? Because he told you 8 times that he had a dream.

When you repeat something more than 7 times, the lines between fantasy and fact start blurring. MLK Jr.’s dreams were pure fantasy, but his repetition made them appear so factual that we titled his speech with it.

As we celebrate Martin Luther King Jr. Day today and honor one of the greatest change-makers in history, ask yourself these questions and see what change you can make.