1. Talk Like Ted Carmine Gallo 2014

2. A statement The following is a reference summary, by Minerva, of the original work written and researched by Carmine Gallo No attempt is made to infringe copyright by claiming any credit for this summary Title: Talk like Ted Published by: Pan MacMillan First published: 2014

3. Aristotle – one of the founding fathers of communication theory A good communication needs to comprise:  EthosCredibility  LogosLogic, data, statistics  PathosAppealing to emotions The very best TED talks (voted the most persuasive and watched by millions) when analysed perform as below:  Ethos10%  Logos25%  Pathos65% text

4. Passion is intensely meaningful and core to one’s identity What do you do? What are you passionate about? What makes your heart sing? Larry SmithWhy you failed to have a great career – TED RicardThe Habits of Happiness – TED Tony Hsieh (Zappos Shoes)Employee Engagement - TED The best way to communicate is to check the quality of your motivation (selfish v altruistic?)

5. Passion Melissa Cardon (27) – Pace University – ‘The nature and experience of entrepreneurial passion’ Passion leads to important behaviours and outcomes  More creative  Set higher goals  Exhibit greater persistence  Record better company performance

6. Charisma and persuasion Friedman studied charisma in ‘The longevity project’. Found passion does rub off on people. Passion is contagious Hasson – Princeton University – studies into how the brain processes information  Brains more active when we hear stories  Stories use the whole brain – language, sensory, visual, motor  They trigger brain-to-brain coupling A person cannot persuade through logic alone – without emotion impact is lost

7. Emotional dimension  Genuine body language and verbal delivery  Have a conversation  Can’t inspire others unless we are inspired ourselves  200 hours practice for all the best TED talks  Brands/Individuals who tell stories connect with customers/audiences in a deeper meaningful way  Identify your unique and meaningful connection to your presentation topic – science has proved passion is contagious  Narrative is most powerful way to break down resistance  Master the art of storytelling  Break down the wall with stories  Touch the Head and the Heart

8. Stories There are 3 types of story:  Personal  Stories about other people  Stories about brand success (those that have leveraged the business strategy being discussed) A story is similar to taking people on a field trip – helping them experience content at a more profound level Avoid using over-used words and/or metaphor’s

9. Story shapes  Man in a hole  Boy gets girl  Bad, get’s ok, then some bad fortune then gets great (most popular) Give the audience a character to root for StartEnd Good Fortune Ill Fortune

10. Gestures are necessary  Dr David McNeil, researcher at the University of Chicago, and a foremost authority in the area of hand gestures has empirical evidence that gestures, thinking and language are connected.  Use gestures  Use gestures sparingly (keep it natural)  Use gestures at key moments  Keep gestures within the power sphere (top of eyes, to tips of outstretched hands, down to belly button and back up to eyes again)  Gestures give the audience confidence in the speaker  Hands below the navel lack energy and confidence

11. General posture  Back straight  Head high  Solid eye contact  Wear solid colours that pop out from a dark background  Adapt an ‘eager non-verbal’ style  Very animated  Broad open movements  Hand movements openly projected outward  Forward-leaning body positions

12. Make it a success Have a Conversation. Practice:  RateSpeed  VolumeLoudness  PitchHigh/Low inflectors  PausePauses to punch key words Best TED Talks:  Speed 190 words per minute  3,400 words  18 minutes max Walk, Talk, Look like a Leader

13. Novel dimension  Novelty is the most effective way to capture the attention  Human brain loves novelty  Engage audience with new information or a unique approach  Use genuine humour – be authentic (laughter lowers blood pressure, improves breathing, strengthens the immune system and increases energy in general)  Deliver ‘jaw dropping’ moments – Wow!  Bill Gates opening a jar of mosquitoes  Dr Jill bringing out a real brain  Great facts – such as one in a hundred people are psychopaths – so there is 1,500 people in this room, 15 of you are psychopaths

14. Use Dopamine  Learning something new activates the same reward areas of the brain as do drugs and gambling – all relates to a little chemical in the brain called Dopamine  A new relationship can trigger it, so can playing a video game and it is also released when people learn something new and exciting (Martha Burns)  Dopamine is released by making information new and exciting and it is addictive – find fresh ways of looking at old problems

15. A lazy piece of meat  According to neuroscientist Gregory Burns this is the brain  To force the brain to see things differently you must find new and novel ways to help the brain perceive information differently  Some of the most viewed topics on TED – each promises something new:  Schools kill creativity (Sir Ken Robinson)  How great leaders inspire action (Simon Sinek)  Your elusive creative genius (Elizabeth Gilbert)  The Power of introverts (Susan Cain)  How to live before you die (Steve Jobs) All have less than 140 characters!

16. Memorable dimension  Create vivid multi-sensory experiences  Stay in your own lane (don’t try to be someone or something you are not)  18 minutes is the ideal length of time for a presentation. If you must create one that is longer, build in soft breaks (stories, video’s, demonstrations) every 10 minutes Researchers have discovered that ‘cognitive backlog’, too much information prevents the successful transmission of ideas

17. Listening is hard work  Dr Paul King – Texas Christian University researched into ‘state anxiety in listening performance’. Listening is an exhausting activity.  5 minutes produces a relatively small amount of cognitive back-log, 18 minutes a little more; however 60 minutes produces so much back-log that you risk seriously upsetting the audience unless the presentation is very engaging with many soft breaks  The longer the presentation the more the listener has to organise, listen and comprehend – the burden increases along with the listeners anxiety

18. The brain is an energy hog  A long confusing presentation forces the listener’s brain to work hard and to consume energy  The brain cells require twice as much energy as other cells in the body  Mental activity rapidly depletes glucose  The 18 minute presentation leaves the listener with some brainpower and glucose to think about the presentation, share ideas and act on them

19. Paint pictures  Paint pictures with words  Use one line sentences not complex bullet points  Pictures are superior  If you hear information you will remember 10% three days later, add a picture and recall will rise to 65%  A picture helps you remember 6 times more information than listening to the words alone  Our brains are wired to process visual information – pictures – very differently to text and sound. Scientists call the effect ‘multimodal’ learning; pictures are processed in several channels instead of one giving the brain a far deeper and meaningful encoding experience (see Bono - Ted 2013 for a great example)

20. The rule of three  People can remember three things very well – add more items and retention falls off considerably  This is one of the most powerful concepts in writing and communication  It pervades everyday life:  The three little pigs  The three musketeers  Three primary colours  Three secondary colours  Three medals in the Olympics  Three wise men, three gifts Break your presentation into a three story structure

21. It is a three-step process  Create a twitter headline (not more than 140 characters)  Support the headline with three key messages  Reinforce the three messages with stories, statistics and examples

22. Message Map Template (©Carmine Gallo) Your Headline Key point 1 Key point 2 Key point 3 Supporting points 1 2 3 Supporting points 1 2 3 Supporting points 1 2 3