by Cam Barber
public speaking anxiety, 58–59
putting nerves in perspective, 87–88
stress response, 123–126
uncertainty as cause of, 96–100, 127–128, 223
understanding your physical state, 100
Apple, 30, 69. See also Jobs, Steve
audience biases of, 141
concerns of, 142
listener overwhelm, 156–157
perspective of, 108
role of, 141
wants, 141
what do you want them to do or think? 142–144
audience engagement
clarification of language used for, 137
contrast, 198–199
emphasis, 202–203
examples, 191–192
“Imagine.” scenarios, 190–191
memory hooks, 192–193
message simplification, 61–62
metaphors for, 187–190
optional techniques for, 185–203
storytelling, 193–198 (See also storytelling)
testimonials, 192
use of B key, 209–211
variation, 200–202
“You may be thinking…” (YMBT) technique, 186–187
Australian Football League (AFL), 12–23
Australian Liberal Party, 66–68
B
B key, 209–211
bad messaging, 66–73
Blu-Ray vs. HD DVD, 71–73
bushfire warning, 70–71
cake that lost a federal election, 66–67
IBM, 68–69
verbosity, 66–67
Ballmer, Steven, 119
Bay, Michael (meltdown), 89–90
Bell Telephone Company, 153
benefits of public speaking, 93–94
Birdwhistell, Ray, 82
Black Saturday, 70–71
Blink: The Power of Thinking Without Thinking (Gladwell), 86
Blu-Ray vs. HD DVD, 71–73
body language, 75–85. See also natural style
advantages of imperfections, 83–84
contradictory (“double-edged”) messages, 77–80
Delsarte System of Expression, 85
Gates, Bill, 83–84
orchestrated, 84–85
original science of, 82–83
Pease, Alan, 80–82
Body Language Book (Pease), 81
Body Shop, 40–42. See also Roddick, Anita
book references
Blink: The Power of Thinking Without Thinking (Gladwell), 86
Body Language Book (Pease), 81
Hand and Mind (McNeill), 116
Nineteen Eighty-four (Orwell), 208
A Physical Approach to Acting (Wangh), 85
In Search of Excellence (Peters), 152
Silent Messages (Mehrabian), 76
Thinking, Fast and Slow (Kahnemann), 86
Why Didn’t You Say That in the First Place? (Heymen), 109
Why Men Don’t Listen and Women Can’t Read Maps (Pease), 81
Boost Juice, 50–52
Bradman, Donald, 4
Branson, Richard, 57–59, 118
public speaking anxiety, 58–59, 87
“A Virgin mortgage can save the average homeowner $30,000…” 58
“Well, we’re launching this business because…” 58
breathing, and anxiety control, 128–129
Busby, Matt (Sir), 16
bushfire warning, 70–71
C
Carey, Dr. Marcus, 48–49
Carr, Allan, 43–45
“Smoking doesn’t relax you…”, 43
cartoons
snowballs or coconuts?, 66
cop giving directions, 105
information you need booth, 135
“Nothing to say,” 103
skip over interesting parts? 185
tree swing pictures, 107
Catholic Church, 62–65. See also Pope Francis
cause and effect, vii, 44, 59, 124, 126, 136
certainty, ways to increase, 98–100
anticipating questions, 99–100
key message clarification and structure, 99
know your speaking environment, 99
understanding your physical state, 100
checklist, speech outline as, 133–134
Chief Messaging Officer, 31
Chopra, Deepak, 119
chunk structure, 139
Ashton Kutcher speech, 171
benefits of, 165
bottom line point, 164
building, 161–165
building into slide design, 215–218
chunk headings, 161–163
column format, 159, 169
key points for each chunk, 163–164
for more powerful delivery, 166–171
overview, 148
Steve Jobs and Stanford commencement speech, 167–170
text format, 160, 170
and transferable messages, 156
chunking/chunks
for emphasis, 203
filling chunks with details, 164–165
5 advantages for better delivery, 166–167
overview, 179–180
phone numbers, 151–152, 153–154
for selling ideas, 154–156
speaking in chunks, 167–170
Churchill, Winston, 3
Cicero, 141
Clarityfirst principles, 95–129
all anxiety is caused by uncertainty, 96–100
the closeness problem, 105–111
message transfer is your measure of success, 101–104
you can control anxiety by understanding it, 120–129
your natural style is the right style, 112–119
Clarko’s Cluster, 17
Clarkson, Alistair, 14, 17–20
classic slide presentation design, 215, 216
Clinton, Bill, 9, 119
closeness problem, 105–111, 137
forgetting what it’s like not to know something, 108
giving directions analogy, 105–106
jargon, 109–110
misinterpreting messages, 108–109
translating information for audience, 109–110
tree swing cartoon, 107
Coca Cola, 3, 4
“We now have one key measure of success, return on capital…”, 5–6
codifying knowledge
Collins, Jim, 219
communication
delivery skills, 177-185, 223
focus of, 7
holy grail of, 65
nonverbal (See body language)
company values messaging, 38–39
complicated messages, 61–62
consultants, 10
contradictory messages, 77–80
contrast, 198–199
Covey, Stephen, 119
creative opening, 181–182
CSIRO (Commonwealth Scientific and Industrial Research Organisation), 61–62
“We make cool new materials…”, 62
D
Dawkins, Richard, 119
death by PowerPoint, 208
Degeneres, Ellen, 119
delivery skills, 177–185, 223
audience engagement techniques (optional), 185–203
effortless delivery skills, 7, 50, 52, 92, 177, 203,
ending a speech, 183–184
starting a speech, 179–182
Delsarte, Francois, 84–85
Delsarte System of Expression, 85
Descartes, Rene,
“I chunk therefore I can think,” 152
directions, giving, 105–106
doorway to ideas, 10–11, 40–49, 104
DOS operating system, 69
double-edged messages, 77–80
E
EasyWay to stop smoking, 43–45
Einstein, Albert, 28, 188, 190
emphasis, 202–203
chunking/chunks, 203
vs. variation, 202
wording, 202–203
/> ending a speech, 183–184
final message, 184
making the most of last words, 183
wrap-up, 184
engagement, audience. See audience engagement
errors, eliminating, 89–90
ethnomethodology, 109
examples, use of, 191–192
execution of ideas, 17, 18
the expert’s dilemma, 108
F
fight or flight response, 124
final message, 184, 223
“First, kill all the consultants” (Fortune), 10
first impressions, 86–87
5 Principles to control nerves and think clearly. See Clarityfirst principles flip-chart, 204
format wars (Blu-Ray vs. HD DVD), 71–73
Fortune magazine, 3–4
Fremantle Dockers Football Club, 14–15
“Anyone, anywhere, anytime,” 14
G
Gandhi, Mohandas, 25–28
“Be the change you wish to see in the world,” 26
“I want to change their minds…” 27
“In this cause, I am prepared to die, but…” 26
Gates, Bill, 83–84, 118–119
Geelong Cats football club, 19–23
General Electric (GE), 3, 4
Ghostbusters (film), 116
giving directions, 205–206
Gladwell, Malcolm, 86
Goizueta, Roberto, 4–6
“We now have one key measure of success, return on capital…” 5–6
Gore, Al, 9–10, 119
Great Explanations, 94, 177–178
audience engagement techniques (optional), 185–203
ending a speech, 183–184
starting a speech, 179–182
GST (Australian Tax), 66–68
guidelines vs. rules, 116–118
H
Hand and Mind (McNeill), 116
Hawking, Stephen, 119
Hawthorn Hawks Football Club, 12–13, 17–23, 188
“We aim to be the most professional club in the competition,” 13
HD DVD vs. Blu-Ray, 71–73
headings, 161–163
Hell’s Angels (film), 198
To Her Door (song), 192–193
Hewson, John, 66
Heyman, Richard, 109
Hinkley, Ken, 14
Hitch (film), 75
holy grail of communication, 65
Hot Tub Ski Lodge marketing message, 59–61
Howard, John, 67
Hughes, Howard, 198
I
IBM, 68–69
ideas
execution of, 17
messages as doorway to, 10–11, 40–49, 104
structuring (See chunk structure)
IKEA syndrome, 157
images/illustrations
Ashton Kutcher (Business Insider article), 171
chunk structure, (column format), 159
chunk structure (text format), 160
chunk structure of Steve Jobs’ Stanford speech, 169
classic slide presentation design, 216
cop giving directions, 105
four ways to get more certainty, 98
information you need booth, 135
“Nothing to say,” 103
rules vs. guidelines, 118
signpost slide presentation design, 218
skip over interesting parts? 185
snowballs or coconuts?, 66
stepping into projector light, 214
tree swing pictures, 107
two-by-two grid, 206
Vivid logo, 189–190
“You may be thinking.” (YMBT) technique, 187
Zen slide presentation design, 217
“Imagine…” scenarios, 190–191
interactivity with the audience, 200
iPod launch, 31–32
J
jargon, 109–110
Jobs, Steve, 30–36, 119
as Chief Messaging Officer, 31
“Do you want to sell sugar water the rest of your life…” 33
iPhone launch, 32–34
“The iPod. 1000 songs in your pocket.” 32
iPod launch, 31–32
“The new iPhone is 3 products in 1…” 32
“The people who created all the stuff in the world…” 33
Stanford commencement speech, 88, 167–170
“Stay hungry. Stay foolish.” 35
“These are not 3 separate devices…” 32
“This is shit!,” 33
two-by-two grid, 205–206
use of metaphors, 189
“We’re not perfect. Phones are not perfect…” 34
“You can change the world…” 33
“Just before we get started” tactic, ix, 180–181
K
Kahnemann, Daniel, 86
Kelly, Paul, 192
Kennett, Jeff, 12, 20
Kennett Curse, 20
key points, 138–139
Kinesics, 82
King, Martin Luther, 26, 91
Kirby, James, 52
Klein, Joe, 10
knowledge, codifying and leveraging, 53–55
Koch, David, 14
Kutcher, Ashton, 171
L
last words, 183
leadership messaging, 16, 25–39
Lenovo, 69
listener overwhelm, 156–157
listeners. See audience lists, popularity of, 150
LucidChart, 207–208
Lund, Jules, 50–52, 201–202
Lyon, Garry, 17
Lyon, Ross, 15
M
Manchester United Football Club, “If you’re good enough, you’re old enough,” 15–16
Mandela, Nelson, 26, 28–30
“I learned that courage was not the absence of fear…” 29
“No one is born hating another person…” 29
“Resentment is like drinking poison…” 29
market value added (MVA), 3–4
marketing
Hot Tub Ski Lodge marketing message, 59–61
standing out from the crowd, 59–61
word-of-mouth, 58
measure of success in public speaking, 101–104
media
exposure without advertising, 40–42
negative messaging in, 16
Mehrabian, Albert, 76–80
memorising a speech, 173
memory hooks, 192–193
Merck, 4
message recall, xi, 37
message statements, 138, 141–147
finalising, 145–146
language to use, 142
summary, 147
tips for, 146–147
what do you want your audience to do or think? 142–144
who are you talking to? 141–142
why would your audience think or do this? 144–145
message transfer, 101–104
messages
adapting level of detail in, 53–55
as anchors, 52
bad, 66–73 (See also bad messaging) Black Saturday, 70–71
Branson, Richard, 57–59
brevity vs. clarity, 70–71
Carr, Allan, 43–45
Catholic Church, 62–65
contradictory (“double-edged”), 77–80
conversational flow, 71–73
CSIRO (Commonwealth Scientific and Industrial Research Organisation), 61–62
and delivery skills, 37
as doorway to details, 61–62
as doorway to ideas, 10–11, 104
dropping in normal conversation, 58–59
editorial exposure of, 32–33
Gandhi, Mohandas, 25–28
Goizueta, Roberto, 5–6
good, 11
Hot Tub Ski Lodge, 59–61
isolating and supporting with examples, 45–47
Jobs, Steve, 30–36
Lund, Jules, 50–52
Mandela, Nelson, 28–30
mi
sinterpreting, 108–111
Morrison, David, 36–37
Pope Francis, 63
Port Adelaide Football Club, 14
Roddick, Anita, 40–42
simplifying, 61–62
speaking in, 51
sub messages, 13
transferable, 25, 31–32, 65
vague vs. clear, 68–69
values vs. value message, 38–39
Waugh, Steve, 45–47
messaging
building personal brands through, 50–56
and company values, 38–39
as doorway to ideas, 40–49
for driving behavior, 16
for leadership, 16, 25–39
message hierarchy, 13
for promoting organisations, 53–55
sports messaging, 12–23
metaphors, 187–190
Einstein’s use of, 188
props as, 189–190
sharks/forward momentum (Hawthorne Hawks), 19-20
Steve Job’s use of, 189
Vivid logo/red ball, 189-190
white line crossing (Hawthorn Hawks), 21-23
microphones, 99
Microsoft, 4, 69, 83–84. See also Gates, Bill
Miller, George A., 152
Miracle on the Hudson, 133
misdirected practice, 93
misinterpreting messages, 108–111
Morrison, David, 36–37
“The standard you walk past is the standard you accept…” 36
movement, 200
movie references
Ghostbusters, 116
Hell’s Angels, 198
Hitch, 75
Pulp Fiction, 101–102
muscle contraction, in stress response, 124–125
myths of public speaking
bad first impressions can’t be overcome, 86–87
body language, 75–85
good speakers don’t use notes, 88–89
need for a particular type of voice, 90–91
need for acting skills, 91–92
need for error elimination, 89–90
need to eliminate nerves, 87–88
over-rehearsing, 92–93
N
natural style, xi, 112–119
connection with the audience, 191–198 (See also audience engagement)
effortless style, 203
examples, 118–119
finding, 118
over-efforting, 200–201
problems with rules, 114–115
vs. traditional speaking training, 112–114
nerves/nervousness, 96–100. See also anxiety
Nineteen Eighty-four (Orwell), 208
non-verbal communication, 75–80. See also body language
notes, use during a speech, 88–89