[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:03.80,0:00:05.13,Default,,0000,0000,0000,,People hate me.
Dialogue: 0,0:00:05.92,0:00:07.16,Default,,0000,0000,0000,,People fear me.
Dialogue: 0,0:00:08.41,0:00:11.63,Default,,0000,0000,0000,,You see, I'm a communication professor.
Dialogue: 0,0:00:12.19,0:00:15.09,Default,,0000,0000,0000,,And these people who fear me and hate me
Dialogue: 0,0:00:15.18,0:00:21.10,Default,,0000,0000,0000,,are some of the brightest, most creative,\Nmost entrepreneurial people I know.
Dialogue: 0,0:00:22.35,0:00:23.69,Default,,0000,0000,0000,,I wield a tool.
Dialogue: 0,0:00:24.35,0:00:29.62,Default,,0000,0000,0000,,And that tool I wield\Nis what makes them fear and despise me.
Dialogue: 0,0:00:30.56,0:00:35.08,Default,,0000,0000,0000,,As a professor, I have the ability\Nto do what's called "cold calling."
Dialogue: 0,0:00:35.12,0:00:38.39,Default,,0000,0000,0000,,That's where I look at a student\Nand say, "What do you think?
Dialogue: 0,0:00:38.71,0:00:41.08,Default,,0000,0000,0000,,What do you feel\Nabout what we just discussed?
Dialogue: 0,0:00:41.61,0:00:43.52,Default,,0000,0000,0000,,How does this impact you?"
Dialogue: 0,0:00:44.17,0:00:46.86,Default,,0000,0000,0000,,And this causes panic,
Dialogue: 0,0:00:48.08,0:00:51.63,Default,,0000,0000,0000,,not just for my students\Nbut for everybody:
Dialogue: 0,0:00:52.17,0:00:56.08,Default,,0000,0000,0000,,that moment where we are called upon\Nto speak articulately.
Dialogue: 0,0:00:57.01,0:00:58.25,Default,,0000,0000,0000,,Can we do it?
Dialogue: 0,0:00:59.15,0:01:02.89,Default,,0000,0000,0000,,Now, rest assured,\NI never cold call on my students.
Dialogue: 0,0:01:03.09,0:01:05.85,Default,,0000,0000,0000,,I think it's rude, and I know it's hard.
Dialogue: 0,0:01:06.90,0:01:08.31,Default,,0000,0000,0000,,But people fear it.
Dialogue: 0,0:01:09.21,0:01:14.90,Default,,0000,0000,0000,,Eighty-five percent of people\Nsay they fear speaking in public.
Dialogue: 0,0:01:14.95,0:01:17.95,Default,,0000,0000,0000,,And quite frankly,\NI think the other 15% are lying.
Dialogue: 0,0:01:18.21,0:01:22.24,Default,,0000,0000,0000,,I think we could find a situation\Nthat makes them nervous too.
Dialogue: 0,0:01:22.93,0:01:28.45,Default,,0000,0000,0000,,So today, my goal is to share with you\Nsome tips and techniques that you can use
Dialogue: 0,0:01:28.69,0:01:32.54,Default,,0000,0000,0000,,to help you be more comfortable\Nand confident when you're speaking,
Dialogue: 0,0:01:32.73,0:01:37.11,Default,,0000,0000,0000,,in other words, to be able\Nto think fast and talk smart.
Dialogue: 0,0:01:38.05,0:01:41.29,Default,,0000,0000,0000,,To do this, we're going to look\Nat four different steps.
Dialogue: 0,0:01:41.46,0:01:44.08,Default,,0000,0000,0000,,First, we're going to talk\Nabout the approach we take.
Dialogue: 0,0:01:44.67,0:01:47.33,Default,,0000,0000,0000,,Then, we'll speak\Nabout the audience we talk to,
Dialogue: 0,0:01:47.68,0:01:50.03,Default,,0000,0000,0000,,the context in which we find ourselves
Dialogue: 0,0:01:50.05,0:01:55.76,Default,,0000,0000,0000,,and finally, the structures we use\Nto help our messages get across.
Dialogue: 0,0:01:56.95,0:01:59.32,Default,,0000,0000,0000,,So, let's start by talking about approach.
Dialogue: 0,0:02:00.57,0:02:03.75,Default,,0000,0000,0000,,You know, I was reminded\Nabout the importance of approach
Dialogue: 0,0:02:04.10,0:02:08.05,Default,,0000,0000,0000,,many, many years ago, when my wife\Nand I first moved in with each other.
Dialogue: 0,0:02:08.08,0:02:11.87,Default,,0000,0000,0000,,You see, we fought a lot\Nover little things,
Dialogue: 0,0:02:13.01,0:02:15.70,Default,,0000,0000,0000,,things mostly that happened\Nin our bathrooms.
Dialogue: 0,0:02:15.73,0:02:17.45,Default,,0000,0000,0000,,We called these our bathroom brawls:
Dialogue: 0,0:02:17.45,0:02:18.61,Default,,0000,0000,0000,,"Is the toilet seat up?"
Dialogue: 0,0:02:18.65,0:02:20.27,Default,,0000,0000,0000,,"Is the toilet seat down?"
Dialogue: 0,0:02:20.29,0:02:23.12,Default,,0000,0000,0000,,By far, the biggest fight\Nmy wife and I ever had
Dialogue: 0,0:02:23.96,0:02:25.36,Default,,0000,0000,0000,,was over toothpaste.
Dialogue: 0,0:02:25.39,0:02:26.93,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:27.20,0:02:30.68,Default,,0000,0000,0000,,You see, my wife's a roller,\Nand I'm a squeezer.
Dialogue: 0,0:02:31.65,0:02:33.60,Default,,0000,0000,0000,,And all of you out there who are rollers,
Dialogue: 0,0:02:33.60,0:02:37.36,Default,,0000,0000,0000,,I appreciate the fine artwork\Nyou create out of your toothpaste.
Dialogue: 0,0:02:37.39,0:02:42.12,Default,,0000,0000,0000,,But you know that the most awful thing\Nthat can happen to you
Dialogue: 0,0:02:42.15,0:02:46.41,Default,,0000,0000,0000,,is to have a squeezer come by\Nand ruin all that effort you've put in.
Dialogue: 0,0:02:46.41,0:02:49.70,Default,,0000,0000,0000,,But to me, getting toothpaste\Nout of a tube is an act of aggression.
Dialogue: 0,0:02:49.71,0:02:52.08,Default,,0000,0000,0000,,I feel powerful in the morning\Nand in the evening.
Dialogue: 0,0:02:52.09,0:02:53.11,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:53.36,0:02:56.19,Default,,0000,0000,0000,,And we would fight incessantly\Nover little things like this.
Dialogue: 0,0:02:56.19,0:02:59.12,Default,,0000,0000,0000,,And finally, my wife,\Nwho is much smarter than I,
Dialogue: 0,0:02:59.48,0:03:02.90,Default,,0000,0000,0000,,said, "Timeout. What are we doing here?\NWe've just been married.
Dialogue: 0,0:03:02.90,0:03:05.34,Default,,0000,0000,0000,,We love each other,\Nyet we're fighting all the time.
Dialogue: 0,0:03:05.34,0:03:07.36,Default,,0000,0000,0000,,We need to look at this differently."
Dialogue: 0,0:03:07.48,0:03:12.02,Default,,0000,0000,0000,,And as soon as we started looking\Nat our bathroom brawls
Dialogue: 0,0:03:12.66,0:03:14.85,Default,,0000,0000,0000,,as opportunities -
Dialogue: 0,0:03:14.98,0:03:20.24,Default,,0000,0000,0000,,opportunities to learn about each other,\Nto make concessions, to collaborate -
Dialogue: 0,0:03:20.28,0:03:21.59,Default,,0000,0000,0000,,things changed.
Dialogue: 0,0:03:21.95,0:03:24.70,Default,,0000,0000,0000,,And I'm happy to say,\Nafter 15 years of marriage,
Dialogue: 0,0:03:24.81,0:03:27.12,Default,,0000,0000,0000,,we no longer fight over toothpaste.
Dialogue: 0,0:03:27.16,0:03:28.30,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:28.72,0:03:32.02,Default,,0000,0000,0000,,This same approach\Nis true in communication.
Dialogue: 0,0:03:32.05,0:03:35.95,Default,,0000,0000,0000,,Most of us, when we are in situations\Nwhere we need to communicate,
Dialogue: 0,0:03:37.10,0:03:39.00,Default,,0000,0000,0000,,we see them as threatening.
Dialogue: 0,0:03:39.39,0:03:42.28,Default,,0000,0000,0000,,We see them as opportunities for failure.
Dialogue: 0,0:03:42.74,0:03:45.30,Default,,0000,0000,0000,,And I'd like to suggest\Nthat we need to change that.
Dialogue: 0,0:03:45.60,0:03:48.68,Default,,0000,0000,0000,,We need to approach\Ncommunication in an open way,
Dialogue: 0,0:03:48.73,0:03:53.21,Default,,0000,0000,0000,,see it as an opportunity to share\Nour ideas, our beliefs, our innovations.
Dialogue: 0,0:03:53.50,0:03:56.47,Default,,0000,0000,0000,,And when we take\Na perspective of openness,
Dialogue: 0,0:03:56.86,0:03:59.34,Default,,0000,0000,0000,,all of a sudden, something that we dread
Dialogue: 0,0:03:59.73,0:04:02.09,Default,,0000,0000,0000,,becomes something that we embrace.
Dialogue: 0,0:04:02.11,0:04:04.61,Default,,0000,0000,0000,,So, the first step\Nto effective communication
Dialogue: 0,0:04:04.64,0:04:07.36,Default,,0000,0000,0000,,is to approach it in an open way.
Dialogue: 0,0:04:08.98,0:04:10.28,Default,,0000,0000,0000,,But that's not enough.
Dialogue: 0,0:04:10.83,0:04:14.51,Default,,0000,0000,0000,,We need to think about the audience\Nthat we're speaking to.
Dialogue: 0,0:04:16.01,0:04:20.96,Default,,0000,0000,0000,,And to me, the way to approach it\Nis the opposite the way most people do.
Dialogue: 0,0:04:20.98,0:04:24.11,Default,,0000,0000,0000,,Most of us think about,\N"Here's what I want to say"
Dialogue: 0,0:04:24.11,0:04:26.34,Default,,0000,0000,0000,,or, "Here's what I need to say."
Dialogue: 0,0:04:26.63,0:04:29.07,Default,,0000,0000,0000,,I would suggest that's exactly wrong.
Dialogue: 0,0:04:29.10,0:04:32.93,Default,,0000,0000,0000,,You need to think about,\N"What does my audience need to hear?"
Dialogue: 0,0:04:34.86,0:04:38.24,Default,,0000,0000,0000,,And it sounds just like verbal jiu jitsu,\Nwhere I'm moving words around,
Dialogue: 0,0:04:38.24,0:04:40.65,Default,,0000,0000,0000,,but in fact, it's\Na fundamental difference.
Dialogue: 0,0:04:40.67,0:04:43.26,Default,,0000,0000,0000,,If I ask myself,\N"What does my audience need,"
Dialogue: 0,0:04:43.26,0:04:46.16,Default,,0000,0000,0000,,it puts me in service of my audience.
Dialogue: 0,0:04:46.18,0:04:48.01,Default,,0000,0000,0000,,It's about their needs.
Dialogue: 0,0:04:48.30,0:04:52.15,Default,,0000,0000,0000,,And in order to understand those needs,\NI have to do some reconnaissance.
Dialogue: 0,0:04:52.17,0:04:54.65,Default,,0000,0000,0000,,I have to ask myself who they are.
Dialogue: 0,0:04:56.02,0:05:00.19,Default,,0000,0000,0000,,The three things I think we need\Nto ask about our audience are,
Dialogue: 0,0:05:00.20,0:05:01.93,Default,,0000,0000,0000,,"What is their knowledge?"
Dialogue: 0,0:05:01.99,0:05:03.86,Default,,0000,0000,0000,,"What is it that they know?"
Dialogue: 0,0:05:04.48,0:05:06.07,Default,,0000,0000,0000,,and if they don't know enough,
Dialogue: 0,0:05:06.07,0:05:08.89,Default,,0000,0000,0000,,"What can we do\Nto scaffold that information
Dialogue: 0,0:05:08.92,0:05:11.24,Default,,0000,0000,0000,,so that they have the tools they need?"
Dialogue: 0,0:05:11.52,0:05:12.84,Default,,0000,0000,0000,,In addition to knowledge,
Dialogue: 0,0:05:12.84,0:05:15.77,Default,,0000,0000,0000,,we need to be thinking\Nabout their expectations.
Dialogue: 0,0:05:16.45,0:05:21.63,Default,,0000,0000,0000,,And by expectations, I mean,\NWhat is it that they expect of me?
Dialogue: 0,0:05:22.46,0:05:26.60,Default,,0000,0000,0000,,Most audiences have heard the types\Nof presentations you're giving:
Dialogue: 0,0:05:26.62,0:05:28.19,Default,,0000,0000,0000,,maybe it's a pitch,
Dialogue: 0,0:05:28.54,0:05:31.66,Default,,0000,0000,0000,,maybe it's some kind\Nof advertisement or marketing,
Dialogue: 0,0:05:31.70,0:05:33.46,Default,,0000,0000,0000,,maybe it's a TED talk.
Dialogue: 0,0:05:33.75,0:05:37.08,Default,,0000,0000,0000,,Your audience has heard\Nthose kinds of presentations before,
Dialogue: 0,0:05:37.08,0:05:39.08,Default,,0000,0000,0000,,so what do they expect of you?
Dialogue: 0,0:05:39.48,0:05:42.80,Default,,0000,0000,0000,,And then you can choose to conform\Nto those expectations or not.
Dialogue: 0,0:05:43.44,0:05:45.56,Default,,0000,0000,0000,,You know, I have two young kids,
Dialogue: 0,0:05:45.56,0:05:48.51,Default,,0000,0000,0000,,and I learned that sometimes\Nviolating their expectations
Dialogue: 0,0:05:48.55,0:05:52.84,Default,,0000,0000,0000,,actually is the most effective thing\NI can do for the communication we need.
Dialogue: 0,0:05:53.88,0:05:56.22,Default,,0000,0000,0000,,My boys sometimes make me upset.
Dialogue: 0,0:05:56.55,0:06:01.06,Default,,0000,0000,0000,,And when they make me upset,\NI used to raise my voice to no avail.
Dialogue: 0,0:06:01.10,0:06:02.18,Default,,0000,0000,0000,,Nothing happened.
Dialogue: 0,0:06:02.22,0:06:03.68,Default,,0000,0000,0000,,I was ignored.
Dialogue: 0,0:06:03.71,0:06:05.94,Default,,0000,0000,0000,,And that's tough for a communication guy.
Dialogue: 0,0:06:05.94,0:06:07.59,Default,,0000,0000,0000,,So, what I started to do -
Dialogue: 0,0:06:07.61,0:06:09.90,Default,,0000,0000,0000,,when I'm really upset with my boys,
Dialogue: 0,0:06:09.91,0:06:12.12,Default,,0000,0000,0000,,I lower my voice.
Dialogue: 0,0:06:12.89,0:06:15.45,Default,,0000,0000,0000,,And they stop dead in their tracks.
Dialogue: 0,0:06:16.11,0:06:20.26,Default,,0000,0000,0000,,Violating expectations sometimes\Ncan actually help you as a communicator.
Dialogue: 0,0:06:20.84,0:06:25.29,Default,,0000,0000,0000,,The final thing we need to think about is,\N"What are their attitudes?"
Dialogue: 0,0:06:25.47,0:06:27.45,Default,,0000,0000,0000,,The way you approach your communication
Dialogue: 0,0:06:27.45,0:06:31.63,Default,,0000,0000,0000,,is influenced by what your audience\Nthinks about what you're talking on:
Dialogue: 0,0:06:31.66,0:06:33.91,Default,,0000,0000,0000,,Are they in favor of it?\NAre they against it?
Dialogue: 0,0:06:33.92,0:06:35.65,Default,,0000,0000,0000,,Or they're hesitant? Agnostic?
Dialogue: 0,0:06:35.67,0:06:40.05,Default,,0000,0000,0000,,Those are the things you need to be asking\Nyourself when you communicate.
Dialogue: 0,0:06:40.31,0:06:43.62,Default,,0000,0000,0000,,So, we need to appreciate our audience.
Dialogue: 0,0:06:44.62,0:06:48.84,Default,,0000,0000,0000,,When my older child\Nwas in kindergarten, I volunteered.
Dialogue: 0,0:06:48.86,0:06:50.74,Default,,0000,0000,0000,,I came into his classroom,
Dialogue: 0,0:06:50.77,0:06:53.30,Default,,0000,0000,0000,,the teacher had to leave\Nto take a call or something,
Dialogue: 0,0:06:53.30,0:06:55.96,Default,,0000,0000,0000,,and I was in charge of an art project.
Dialogue: 0,0:06:56.56,0:06:58.65,Default,,0000,0000,0000,,Oh, was that a mistake.
Dialogue: 0,0:06:59.13,0:07:00.51,Default,,0000,0000,0000,,The kids were running around.
Dialogue: 0,0:07:00.51,0:07:03.34,Default,,0000,0000,0000,,I was saying, "Stop this, Johnny."\N"Sally, stop doing that."
Dialogue: 0,0:07:03.34,0:07:04.38,Default,,0000,0000,0000,,Nobody listened.
Dialogue: 0,0:07:05.46,0:07:07.79,Default,,0000,0000,0000,,The Yoda-like teacher returned,
Dialogue: 0,0:07:07.82,0:07:11.43,Default,,0000,0000,0000,,saw the chaos that had ensued\Nin her brief absence
Dialogue: 0,0:07:11.69,0:07:13.30,Default,,0000,0000,0000,,and simply looked at the children
Dialogue: 0,0:07:13.30,0:07:16.25,Default,,0000,0000,0000,,and started rewarding\Nthe positive behavior.
Dialogue: 0,0:07:17.21,0:07:21.84,Default,,0000,0000,0000,,"Janet," she said, "what a lovely way\Nyou've cleaned up your crayons."
Dialogue: 0,0:07:22.70,0:07:27.33,Default,,0000,0000,0000,,"Samuel, thank you so much\Nfor walking with the scissors."
Dialogue: 0,0:07:27.48,0:07:28.64,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:29.11,0:07:33.05,Default,,0000,0000,0000,,The students stopped in their tracks,\Nchanged their behavior.
Dialogue: 0,0:07:33.08,0:07:37.70,Default,,0000,0000,0000,,I learned then that you need to understand\Nyour audience and what they need.
Dialogue: 0,0:07:37.72,0:07:41.06,Default,,0000,0000,0000,,And to this day,\NI try to apply those principles.
Dialogue: 0,0:07:41.64,0:07:44.86,Default,,0000,0000,0000,,I also learned that I could never teach\Nelementary school students.
Dialogue: 0,0:07:44.87,0:07:47.81,Default,,0000,0000,0000,,If guilt and shame doesn't work,\NI can't teach them.
Dialogue: 0,0:07:47.82,0:07:48.93,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:49.04,0:07:52.22,Default,,0000,0000,0000,,So, knowing your audience really matters.
Dialogue: 0,0:07:52.45,0:07:54.05,Default,,0000,0000,0000,,But beyond knowing your audience,
Dialogue: 0,0:07:54.05,0:07:57.59,Default,,0000,0000,0000,,you have to appreciate the context\Nin which you speak.
Dialogue: 0,0:07:57.90,0:08:01.32,Default,,0000,0000,0000,,Whenever you speak,\Nyou are in a particular context.
Dialogue: 0,0:08:01.35,0:08:04.37,Default,,0000,0000,0000,,And to me, context comes\Nin a bunch of different varieties.
Dialogue: 0,0:08:04.39,0:08:07.96,Default,,0000,0000,0000,,The first thing about context\Nwe need to think about is the time.
Dialogue: 0,0:08:07.98,0:08:10.73,Default,,0000,0000,0000,,What time of day are you communicating?
Dialogue: 0,0:08:11.35,0:08:13.73,Default,,0000,0000,0000,,If you're talking early in the morning,
Dialogue: 0,0:08:13.74,0:08:15.74,Default,,0000,0000,0000,,you might have to have\Na little more energy
Dialogue: 0,0:08:15.74,0:08:16.81,Default,,0000,0000,0000,,to keep people moving.
Dialogue: 0,0:08:16.81,0:08:20.89,Default,,0000,0000,0000,,Same thing after lunch when people\Nare having that food coma experience.
Dialogue: 0,0:08:22.06,0:08:24.45,Default,,0000,0000,0000,,I taught high school many, many years ago.
Dialogue: 0,0:08:24.46,0:08:27.27,Default,,0000,0000,0000,,And I don't think my principal\Nliked me very much
Dialogue: 0,0:08:27.30,0:08:32.43,Default,,0000,0000,0000,,because she gave me freshmen\Nright before lunch and right after lunch.
Dialogue: 0,0:08:32.46,0:08:35.79,Default,,0000,0000,0000,,And if you know anything\Nabout 14- and 15-year-old kids,
Dialogue: 0,0:08:35.81,0:08:39.33,Default,,0000,0000,0000,,they need lots of food\Nand lots of social experience.
Dialogue: 0,0:08:39.39,0:08:44.39,Default,,0000,0000,0000,,So, by the time my first class of freshmen\Ncame to me after four hours of class,
Dialogue: 0,0:08:44.41,0:08:46.16,Default,,0000,0000,0000,,they were dead tired.
Dialogue: 0,0:08:46.19,0:08:48.54,Default,,0000,0000,0000,,They could barely move, let alone think.
Dialogue: 0,0:08:49.22,0:08:51.91,Default,,0000,0000,0000,,Right after lunch,\Nwhen my second batch joined me,
Dialogue: 0,0:08:51.93,0:08:56.20,Default,,0000,0000,0000,,they were amped-up on their food,\Ntheir caffeine, their friends.
Dialogue: 0,0:08:56.23,0:08:58.42,Default,,0000,0000,0000,,It was a frenzy in my classroom.
Dialogue: 0,0:08:58.44,0:09:00.98,Default,,0000,0000,0000,,And I had to teach them the same thing.
Dialogue: 0,0:09:01.87,0:09:03.22,Default,,0000,0000,0000,,How did I do it?
Dialogue: 0,0:09:03.22,0:09:06.44,Default,,0000,0000,0000,,I changed the way we approached the class.
Dialogue: 0,0:09:07.32,0:09:09.56,Default,,0000,0000,0000,,The class before lunch\Nwas highly collaborative,
Dialogue: 0,0:09:09.56,0:09:11.70,Default,,0000,0000,0000,,people were moving around,\Nlots of activities;
Dialogue: 0,0:09:11.70,0:09:13.91,Default,,0000,0000,0000,,after lunch, a little more mellow.
Dialogue: 0,0:09:13.91,0:09:19.38,Default,,0000,0000,0000,,You must address the context, the timing\Nso your message can be effective.
Dialogue: 0,0:09:21.23,0:09:23.88,Default,,0000,0000,0000,,Context also involves emotion.
Dialogue: 0,0:09:24.12,0:09:27.86,Default,,0000,0000,0000,,Most of us when we communicate,\Nwe think about information:
Dialogue: 0,0:09:27.90,0:09:31.25,Default,,0000,0000,0000,,What's in my head, in my heart\NI need to communicate to you?
Dialogue: 0,0:09:31.29,0:09:33.75,Default,,0000,0000,0000,,But we also communicate a feeling.
Dialogue: 0,0:09:33.88,0:09:36.99,Default,,0000,0000,0000,,Maybe we're trying to get people\Nexcited and motivate them.
Dialogue: 0,0:09:37.30,0:09:38.88,Default,,0000,0000,0000,,Maybe we're trying to scare them,
Dialogue: 0,0:09:38.88,0:09:42.80,Default,,0000,0000,0000,,create that burning platform\Nthat motivates them to change.
Dialogue: 0,0:09:42.80,0:09:45.19,Default,,0000,0000,0000,,Sometimes, we're just trying\Nto instill confidence:
Dialogue: 0,0:09:45.19,0:09:47.03,Default,,0000,0000,0000,,You should believe in what I'm saying.
Dialogue: 0,0:09:47.03,0:09:51.60,Default,,0000,0000,0000,,But we need to think about the emotion\Nas well as the information.
Dialogue: 0,0:09:53.37,0:09:58.31,Default,,0000,0000,0000,,The final bit of context has to do with\Nwhere you're physically speaking.
Dialogue: 0,0:09:59.12,0:10:00.88,Default,,0000,0000,0000,,Location matters.
Dialogue: 0,0:10:02.00,0:10:04.53,Default,,0000,0000,0000,,Just the other day,\NI read in the newspaper
Dialogue: 0,0:10:04.53,0:10:07.97,Default,,0000,0000,0000,,that the Girl Scout in the state\Nof California this year
Dialogue: 0,0:10:07.98,0:10:12.79,Default,,0000,0000,0000,,who sold the most cookies during\Nthe Girl Scout's annual cookie drive
Dialogue: 0,0:10:13.11,0:10:17.32,Default,,0000,0000,0000,,set up shop in front\Nof a medical marijuana dispensary.
Dialogue: 0,0:10:18.62,0:10:21.65,Default,,0000,0000,0000,,She sold more cookies than anybody.
Dialogue: 0,0:10:21.67,0:10:23.82,Default,,0000,0000,0000,,Location matters.
Dialogue: 0,0:10:23.85,0:10:25.71,Default,,0000,0000,0000,,Think about the way the room is set up.\N
Dialogue: 0,0:10:25.74,0:10:28.74,Default,,0000,0000,0000,,Think about the environment:\NIs it live? Is it virtual?
Dialogue: 0,0:10:28.75,0:10:31.84,Default,,0000,0000,0000,,Those change the way that you communicate.
Dialogue: 0,0:10:31.86,0:10:34.78,Default,,0000,0000,0000,,We need to think about location.
Dialogue: 0,0:10:36.22,0:10:38.39,Default,,0000,0000,0000,,So, our approach is important.\N
Dialogue: 0,0:10:38.47,0:10:40.26,Default,,0000,0000,0000,,Our audience is important.
Dialogue: 0,0:10:40.55,0:10:44.16,Default,,0000,0000,0000,,The context in which\Nwe find ourselves is important
Dialogue: 0,0:10:44.90,0:10:47.85,Default,,0000,0000,0000,,and so too is the way\Nwe structure our messages.
Dialogue: 0,0:10:50.44,0:10:55.81,Default,,0000,0000,0000,,It is much easier for humans to understand\Ninformation when it is structured.
Dialogue: 0,0:10:56.21,0:11:00.97,Default,,0000,0000,0000,,In fact, we remember information\Nup to 40% better when it's structured.
Dialogue: 0,0:11:01.44,0:11:03.18,Default,,0000,0000,0000,,What do I mean by this?
Dialogue: 0,0:11:03.20,0:11:06.28,Default,,0000,0000,0000,,Some of you listening\Nare too young to remember,
Dialogue: 0,0:11:06.32,0:11:08.12,Default,,0000,0000,0000,,but those of us of my age,
Dialogue: 0,0:11:08.12,0:11:10.54,Default,,0000,0000,0000,,when we wanted to call\Nsomebody on the phone,
Dialogue: 0,0:11:10.94,0:11:13.41,Default,,0000,0000,0000,,we actually had to remember\Na phone number.
Dialogue: 0,0:11:13.73,0:11:16.20,Default,,0000,0000,0000,,My kids today, they look\Nat a picture, push a button,
Dialogue: 0,0:11:16.20,0:11:18.50,Default,,0000,0000,0000,,and the other person\Nstarts talking on the phone.
Dialogue: 0,0:11:18.50,0:11:20.58,Default,,0000,0000,0000,,We had it much harder.\N
Dialogue: 0,0:11:20.64,0:11:22.08,Default,,0000,0000,0000,,We had to remember 10 digits.
Dialogue: 0,0:11:22.08,0:11:24.80,Default,,0000,0000,0000,,Ten digits are hard to remember,\Nso what did we do?
Dialogue: 0,0:11:24.80,0:11:28.00,Default,,0000,0000,0000,,We put them in a structure:\Nthree-three-and four.
Dialogue: 0,0:11:28.100,0:11:30.44,Default,,0000,0000,0000,,That's how we remembered.
Dialogue: 0,0:11:30.44,0:11:32.11,Default,,0000,0000,0000,,That's what I mean by a structure.
Dialogue: 0,0:11:32.11,0:11:35.16,Default,,0000,0000,0000,,The information is put in a way\Nthat it makes it easy
Dialogue: 0,0:11:35.16,0:11:38.96,Default,,0000,0000,0000,,not only for you as a speaker\Nbut also for the audience to remember.
Dialogue: 0,0:11:40.53,0:11:44.20,Default,,0000,0000,0000,,Now, I have lots of favorite structures.
Dialogue: 0,0:11:44.20,0:11:46.54,Default,,0000,0000,0000,,You see some of the structures\Nup here behind me.
Dialogue: 0,0:11:46.54,0:11:51.66,Default,,0000,0000,0000,,The first structure is a chronological\Nstructure: past-present-future.
Dialogue: 0,0:11:51.69,0:11:53.08,Default,,0000,0000,0000,,Here's how things used to be.
Dialogue: 0,0:11:53.08,0:11:54.32,Default,,0000,0000,0000,,Here's how they are today.
Dialogue: 0,0:11:54.32,0:11:56.42,Default,,0000,0000,0000,,Here's where they're going in the future.
Dialogue: 0,0:11:56.44,0:11:59.50,Default,,0000,0000,0000,,A chronological structure\Ncan really help you
Dialogue: 0,0:11:59.50,0:12:03.37,Default,,0000,0000,0000,,navigate your audience\Nfrom one place to the next.
Dialogue: 0,0:12:03.58,0:12:06.68,Default,,0000,0000,0000,,Quite frankly,\Nstructure sets expectations.
Dialogue: 0,0:12:06.100,0:12:10.88,Default,,0000,0000,0000,,You can't be lost if you have a map.\N
Dialogue: 0,0:12:10.90,0:12:12.65,Default,,0000,0000,0000,,Your structure provides a map,
Dialogue: 0,0:12:12.67,0:12:16.10,Default,,0000,0000,0000,,and the chronological structure\Nis incredibly helpful for that.
Dialogue: 0,0:12:17.25,0:12:22.49,Default,,0000,0000,0000,,The next structure happens to be\Nthe problem-solution-benefit structure.
Dialogue: 0,0:12:22.49,0:12:25.77,Default,,0000,0000,0000,,This is one of the most\Npersuasive structures out there.
Dialogue: 0,0:12:25.78,0:12:27.98,Default,,0000,0000,0000,,You start by explaining what the issue is,
Dialogue: 0,0:12:27.100,0:12:31.55,Default,,0000,0000,0000,,you talk about how to solve it\Nand then the benefits to the people.
Dialogue: 0,0:12:33.34,0:12:38.02,Default,,0000,0000,0000,,Finally, my favorite structure,\Nthe one that I use the most -
Dialogue: 0,0:12:38.03,0:12:40.93,Default,,0000,0000,0000,,I call this "the MacGyver\Nof all structures";
Dialogue: 0,0:12:41.25,0:12:43.83,Default,,0000,0000,0000,,this can get you through any situation -
Dialogue: 0,0:12:44.22,0:12:47.86,Default,,0000,0000,0000,,is the what, so-what, now-what structure.
Dialogue: 0,0:12:48.13,0:12:50.76,Default,,0000,0000,0000,,You start by telling people\Nwhat the issue is.
Dialogue: 0,0:12:50.80,0:12:53.83,Default,,0000,0000,0000,,You tell them why it's important\Nin that so-what step.
Dialogue: 0,0:12:53.85,0:12:56.42,Default,,0000,0000,0000,,And then you tell them\Nwhat's next, what's coming.
Dialogue: 0,0:12:56.47,0:12:57.93,Default,,0000,0000,0000,,It's like a Swiss Army knife.
Dialogue: 0,0:12:57.96,0:13:00.50,Default,,0000,0000,0000,,You can use it in situations\Nif you're teaching.
Dialogue: 0,0:13:00.52,0:13:03.73,Default,,0000,0000,0000,,You can use it if you are trying\Nto motivate people.
Dialogue: 0,0:13:04.08,0:13:07.04,Default,,0000,0000,0000,,And you can use it\Neven if you're introducing somebody.
Dialogue: 0,0:13:07.08,0:13:10.78,Default,,0000,0000,0000,,Change the "what" to a "who,"\Nand you've got your introduction.
Dialogue: 0,0:13:13.23,0:13:17.25,Default,,0000,0000,0000,,Structure helps keep your audience\Ntogether and in line.
Dialogue: 0,0:13:17.72,0:13:20.91,Default,,0000,0000,0000,,When I was an undergraduate,\NI was a tour guide.
Dialogue: 0,0:13:20.94,0:13:23.08,Default,,0000,0000,0000,,It was the highest-paying job on campus.
Dialogue: 0,0:13:23.08,0:13:24.91,Default,,0000,0000,0000,,And boy, did I need money.
Dialogue: 0,0:13:24.95,0:13:28.48,Default,,0000,0000,0000,,I trained for 12 weeks to be a tour guide.
Dialogue: 0,0:13:28.80,0:13:33.86,Default,,0000,0000,0000,,I learned lots of interesting - some would\Nsay useless - facts about my university,
Dialogue: 0,0:13:34.38,0:13:37.49,Default,,0000,0000,0000,,things they drilled into our heads\Nbesides how to walk backwards,
Dialogue: 0,0:13:37.49,0:13:40.04,Default,,0000,0000,0000,,which to this day I still can do\Nin a straight line.
Dialogue: 0,0:13:40.23,0:13:42.51,Default,,0000,0000,0000,,The most important thing they taught us -
Dialogue: 0,0:13:42.51,0:13:44.01,Default,,0000,0000,0000,,they said, "Above all else,
Dialogue: 0,0:13:44.01,0:13:47.00,Default,,0000,0000,0000,,to be a great tour guide\Nat this institution
Dialogue: 0,0:13:47.06,0:13:50.72,Default,,0000,0000,0000,,is to never lose your audience.
Dialogue: 0,0:13:50.75,0:13:54.60,Default,,0000,0000,0000,,You are a bad tour guide\Nif your tour group gets lost."
Dialogue: 0,0:13:55.03,0:13:57.86,Default,,0000,0000,0000,,The same is true when you're speaking.
Dialogue: 0,0:13:57.89,0:14:00.59,Default,,0000,0000,0000,,Structure keeps people together.
Dialogue: 0,0:14:00.89,0:14:02.22,Default,,0000,0000,0000,,We need structure.
Dialogue: 0,0:14:04.85,0:14:08.77,Default,,0000,0000,0000,,So, we see here that these tools,
Dialogue: 0,0:14:09.36,0:14:13.81,Default,,0000,0000,0000,,the tools that help us get our audience\Nengaged and involved
Dialogue: 0,0:14:13.85,0:14:15.71,Default,,0000,0000,0000,,and help us convey our message
Dialogue: 0,0:14:16.22,0:14:22.44,Default,,0000,0000,0000,,are the same tools that helped my students\Nlearn to love speaking
Dialogue: 0,0:14:22.45,0:14:24.16,Default,,0000,0000,0000,,and learn to do it well.
Dialogue: 0,0:14:24.99,0:14:26.95,Default,,0000,0000,0000,,It's about the approach you take,
Dialogue: 0,0:14:27.19,0:14:28.47,Default,,0000,0000,0000,,the audience,
Dialogue: 0,0:14:28.90,0:14:30.14,Default,,0000,0000,0000,,the context,
Dialogue: 0,0:14:30.29,0:14:31.68,Default,,0000,0000,0000,,and the structure.
Dialogue: 0,0:14:32.16,0:14:35.90,Default,,0000,0000,0000,,Now, I'm always looking for examples\Nof this to help people understand.
Dialogue: 0,0:14:35.91,0:14:38.33,Default,,0000,0000,0000,,And the other day, I was eating breakfast,
Dialogue: 0,0:14:38.33,0:14:41.13,Default,,0000,0000,0000,,and I looked across the table\Nat my soy milk,
Dialogue: 0,0:14:41.15,0:14:44.77,Default,,0000,0000,0000,,and I said, "You know what?\NThis is a great example."
Dialogue: 0,0:14:45.48,0:14:48.51,Default,,0000,0000,0000,,Think about it: Silk soy milk.
Dialogue: 0,0:14:50.63,0:14:55.44,Default,,0000,0000,0000,,Silk soy milk is targeted\Nto a very specific audience:
Dialogue: 0,0:14:56.03,0:14:58.34,Default,,0000,0000,0000,,people who are interested\Nin eating healthy
Dialogue: 0,0:14:59.32,0:15:01.92,Default,,0000,0000,0000,,or people who are lactose intolerant.
Dialogue: 0,0:15:03.04,0:15:07.60,Default,,0000,0000,0000,,The name is a combination\Nof the words "soy" and "milk" -
Dialogue: 0,0:15:08.12,0:15:09.38,Default,,0000,0000,0000,,"Silk."
Dialogue: 0,0:15:09.73,0:15:11.36,Default,,0000,0000,0000,,It speaks to the audience's desire
Dialogue: 0,0:15:11.36,0:15:15.71,Default,,0000,0000,0000,,to have something rich,\Nsomething expensive, something yummy.
Dialogue: 0,0:15:17.71,0:15:22.01,Default,,0000,0000,0000,,It's at a time, in a context,\Nin an environment.
Dialogue: 0,0:15:22.01,0:15:25.81,Default,,0000,0000,0000,,If you notice where you buy Silk soy milk,\Nit's next to other milk.
Dialogue: 0,0:15:25.81,0:15:27.85,Default,,0000,0000,0000,,That's not where it was originally.
Dialogue: 0,0:15:27.87,0:15:29.89,Default,,0000,0000,0000,,It used to be in the health food aisle.
Dialogue: 0,0:15:29.91,0:15:31.19,Default,,0000,0000,0000,,Now it's next to milk.
Dialogue: 0,0:15:31.19,0:15:34.18,Default,,0000,0000,0000,,They marketed it and boxed it\Nthe way milk is.
Dialogue: 0,0:15:35.08,0:15:38.45,Default,,0000,0000,0000,,The structure of the name\Nis very compelling.
Dialogue: 0,0:15:38.47,0:15:42.25,Default,,0000,0000,0000,,Let's face it, they\Ncould have called it "Moy,"
Dialogue: 0,0:15:43.84,0:15:46.08,Default,,0000,0000,0000,,and nobody would've bought it, right?
Dialogue: 0,0:15:46.69,0:15:51.55,Default,,0000,0000,0000,,So, if you get the message right\Nand you communicate it effectively,
Dialogue: 0,0:15:51.90,0:15:53.88,Default,,0000,0000,0000,,you can make a big difference.
Dialogue: 0,0:15:55.56,0:15:59.82,Default,,0000,0000,0000,,So, I want for you what I wish\Nfor all of my students:
Dialogue: 0,0:16:00.35,0:16:04.35,Default,,0000,0000,0000,,bold communication\Nthat's confident and compelling.
Dialogue: 0,0:16:04.86,0:16:09.22,Default,,0000,0000,0000,,And I want for your message to echo\Nlong after you leave the room.
Dialogue: 0,0:16:09.51,0:16:12.34,Default,,0000,0000,0000,,And these are skills\Nthat are at your disposal.
Dialogue: 0,0:16:12.38,0:16:16.80,Default,,0000,0000,0000,,It just takes practice\Nand a little bit of a positive approach.
Dialogue: 0,0:16:16.85,0:16:17.86,Default,,0000,0000,0000,,Thank you.