So, Jim Romensko has shared this memo, which was apparently circulated to USA Today employees this morning by Gannett marketing officer Maryam Bankarim’s. It represent’s Sam Ward’s effort to justify explain USA Today’s redesign.

Here are a few of the best lines from the memo:

I have a dream . . . that one day all Americans will join hands and declare their undying love for our balls . . . .

Just what are our balls? Well, they are what we will make of them. I believe our balls are symbols of who we are and where we’re headed. They are not stories, graphics, or illustrations. They are signposts, perhaps; reminders that offer inroads into America’s stream of consciousness. . . .

We should use our balls at the right time and for the right reasons. They should be important, and never feel too planned or overly scripted. We should think of them as we think about sex: sex is great but we don’t want to have it ALL the time. Well . . . maybe that’s the wrong analogy, but you get the point. . . .

There is an aspect of this that defies explanation. I cannot prove that it exists, but I “feel” that it does. Let’s call it a sense of “coolness,” for lack of a better term. I don’t have any statistics on this, but I believe most people consider themselves to be cool; and they would like to feel they are reading a publication that is cool. They may not totally understand why, but they still want to be a part of it. . . .

Yes, I believe things are moving fast now and that our mojo is back . . . and we have the balls to prove it . . . 

 All corporate memos should be like this.