The words we write shape the way people think, act and react. Eleven simple words captured a moment in history. "That's one small step for man. One giant leap for mankind," said Neil Armstrong as he stepped foot on the surface of the moon in 1969. And in 1973 Jim McKay of ABC Sports used three words to announce to the world that 11 Israeli athletes and coaches had been murdered in the Olympic Village in Munich: "They're all gone." Nothing more needed to be said. The world understood.