TED演講的秘密：18分鐘改變世界(雙語版)（簡體書）

【美】杰瑞米·多諾萬

TEDx大會組織者和演講者，TED和TEDx演講者教練，致力發展公開演講及領導能力的知名NGO團體國際演講會的長期成員。

全球知名資訊科技研究及顧問公司 高德納咨詢公司的營銷副總監，擅長領導成功的商業團隊進行新產品研發、營銷研究及產品管理。

引言 一個TED演講癡迷者的自白

第一部分 演講內容打動人心的秘密

第1章 確定主題：明確你要“傳播的觀點”和你的“角色定位”

專注于傳播“一個”觀點

討論你“熟悉與熱愛”的話題

演講的目的是“給予”

【TED精彩時刻】西蒙·斯涅克，好演講要會“投機取巧”

第2章 構思講稿：觀點是脊柱，主張是肋骨，論據是血肉

“講故事”還是“講道理”

找到故事與觀點的“最佳融合點”

“演繹推理”是論證非傳統觀點的利器

【TED精彩時刻】吉爾·伯特·泰勒，用自身的“奇跡”打動觀眾

第3章 編排故事：“英雄之旅”是最基礎的故事講述模式

講述“親身經歷”或“親自觀察”到的故事

通過“外貌與對話”讓人物變得鮮活

借助“時間、地點和氛圍”進行情景設定

【TED精彩時刻】貝姬.布蘭頓，從無家可歸到登上TED演講臺

第4章 把握關鍵：口號、開場白、過度與結尾

“三段論”開場方法

用“過度”為演講承上啟下

用結尾表達“清晰的中心思想”

【TED精彩時刻】肯﹒羅賓遜，點擊率第一演講的秘密

第二部分 演講者引爆現場的技巧

第5章 調動情緒：語言技巧與非語言技巧完美配合

充分調動“演講六情緒”

善用“脆弱的力量”

用非語言技巧為演講加分

【TED精彩時刻】艾米·卡迪，你的身體語言塑造了你

第6章 善用工具：用與不用的藝術

幻燈片，并非決定演講成敗的關鍵

視頻，吸引觀眾注意還是令觀眾分心

道具，讓演講更精彩

【TED精彩時刻】馬庫斯·菲舍爾，讓智能鳥在會場中飛翔

第7章 其他準備：優秀的演講要重視每一個細節

在演講臺上“穿出成功”

有信仰，還要活出熱情

讓你的演講“病毒式傳播”

【TED精彩時刻】漢斯·羅斯林，為數據賦予活力和生氣

結語 立即開啟改變世界的TED之旅

討論你“熟悉與熱愛”的話題

這本書將讓你收獲如瑞士軍刀一般萬能的演講技巧與竅門，從而進行富有感染力的演講。請謹慎地使用這些技巧，就像使用其他擁有鋒芒的物品一樣。公開演講所面臨的最大挑戰就是過度修飾辭藻反而使內容失去了可信性。當你將話題限定在你所感興趣的事物上時，會產生神奇的效果。緊張的情緒即刻得以平復，你能夠不假思索地構建起眾多具有說服力的論據。你將滔滔不絕地講述一個又一個故事，借此將觀點傳達給聽眾。當我詢問TED大會的知名演講者西蒙· 斯涅克是怎樣練就他那天賦異稟的演說能力時，他也認可了上述理論：

當人們問我，我是如何學會演講的，我會告訴他們：“說實話，我是投機取巧的！我只談論那些我感興趣的或是我熟知的事物。我無法去刻意制造熱情。為人父母者可以連續四個小時滔滔不絕地談論他們的孩子，我所做的其實也一樣。我分享給大家的觀點，就像是前面說的孩子——是我非常非常感興趣的話題，同時我也充滿了熱情，想要將這些故事分享給所有愿意聆聽的人。”

很多演講方面的專家會在書本和演講中建議大家，先去了解聽眾想得到什么，然后再篩選相應的信息來滿足他們的需求。這條建議的出發點雖好，但也突顯了一點不足。盡管為聽眾量身打造演講內容十分重要，但是你所做的修改應該僅限于一些非核心內容的優化。例如：為了能夠讓聽眾更直觀地產生聯想，你可以換一個更合適的插圖，或是考慮到聽眾較高的

知識水平，你可以酌情增加背景信息的比重。但我堅信，與其像風中蘆葦一樣搖擺不定，不如去尋找真正認可并且渴望獲得你的觀點的聽眾。幸運的是，TED大會的聽眾總是迫切地想要聆聽一切值得分享，并且能夠指導、取悅和啟迪他們人生的奇思妙想。

我組織過好幾次TEDx 活動，也曾擔任過其他許多活動組織方的顧問，因此經常有一些希望登上TED演講臺的人，以及一些已經確定下來的演講者找到我，問我怎樣做一個為聽眾所認可的演講。但我想大部分讀者更感興趣的是如何提高公開演講能力，而不是真的想站在TED的講臺上，因此關于這個話題，我將留到后面詳細討論。不過，在這里我想跟各位讀者分享一條最重要的建議，這也是我分享給前來咨詢的人的。

他們問我，什么樣的演講才能得到聽眾的認可，我也用一個問題回答他們：“你為什么要做這個演講？”多數情況下，回答是這樣的：“因為這是我樹立自己品牌的最好機會。”或是：“因為我從第一次看到TED演講的視頻開始，就夢想能登上這個舞臺。”他們夠坦誠，至少這一點還是值得稱贊的。

然而，這些回答的問題在于，他們都是以演講者為中心，而沒有以聽眾為中心。TED的組織方從一千米之外就能嗅到這一點，而這正是決定演講成敗與否的關鍵。這個問題的正確答案應該是這樣的：“因為我有非常強烈的愿望去分享一個觀點，即使聽眾之中只有一個人在心靈和思想上被觸動，我也會心滿意足。”有了這個回答，即使視頻有質量問題，沒法傳到網上，這場演講也已經成功了。

西蒙· 斯涅克給過我一條建議，我也留給各位讀者：

最重要的一點是，我出場的目的是為了給予。我經常在上臺之前大聲告訴自己：“今天你來到這里是為了分享你的觀點。”不管什么時候做演講，我從不帶著從任何人身上獲取些什么的想法，比如生意、贊許、賣書、Twitter 上更多的粉絲，或Facebook上更多的“贊”。我出場是為了分享我所知道的東西。如果觀眾喜歡，他們就會鼓掌。對我來說，這也是檢驗自己所給予的東西對觀眾是否重要的最佳方法。

Speak about a topic you are passionate about.

From this book you will absorb a Swiss Army knife’s worth of techniques and tricks for delivering a powerful speech. As with any sharp object, please exercise caution. The single greatest danger in public speaking is losing authenticity by overengineering your talk. However, amazing things happen when you confine your speaking to a topic that you are passionate about. Your nerves subside. You automatically build persuasive arguments. Stories roll off your tongue. And your delivery becomes an afterthought. TED star Simon Sinek confirmed as much when I asked him how he delivered his magical talk:

When people ask me how I learned to speak I tell them, truthfully, that I cheat! I only talk about things I care about and about things I understand. I can’t manufacture passion. People who have kids can talk for hours about their kids. They tell story after story after story with such excitement. I do the same. The ideas I share are like children—I really, really care about them and I am excited to share stories about them to anyone who will listen.

Many people who write and speak about speaking advise you to figure out what the audience wants and then adapt your message to suit people’s needs. This well-intentioned advice has a downside. While it is important to tailor content to an audience’s needs, your alterations should be confined to cosmetic changes. For example, you might swap one vignette for another that your audience can more directly relate to. Or you might change the amount of background information you provide given your audience’s prior knowledge. I believe it is far better to seek out audiences who want and need your ideas rather than bending like a reed in the wind. Fortunately TED audiences are eager to experience any idea worth spreading that educates, entertains, and inspires them.

Having organized several TEDx events and been an advisor to organizers of many others, I am frequently approached by hopeful as well as established professional speakers for advice on how to get accepted to give a talk. Since I suspect most of you are more interested in improving your public speaking ability than in actually being on the TED stage, I will save a detailed overview of that topic for Part IV of this book. However, I would like to share with you the single most important piece of advice I share with them.

I respond to their question of how to get accepted for a talk with the question, “Why do you want to give a talk?” In most instances the response is, “Because this is a golden opportunity to build my brand,” or “Because I have dreamed of giving a TED Talk ever since I saw my first TED video.” You have to at least give them credit for their honesty.

The problem with these answers is that they are speaker centric rather than audience centric. TED organizers can smell this from a mile away, and it is a major turnoff. The right answer is, “Because I have an insatiable need to share an idea worth spreading even if it touches the heart and mind of just one person in the audience.” With that answer, you have succeeded even if your video has quality problems and never makes it online.

I’ll leave you with the advice that Simon Sinek gave me:

Most importantly, I always show up to give. I very often say it out loud to myself before I take the stage, “You’re here to share your ideas today.” Whenever I speak, I don’t show up wanting anything from anyone—e.g., more business, approval, sell books, more Twitter followers, or Facebook likes. I always show up to share what I know. If they like it then they will applaud, which is the best way for me to gauge if what I gave was important to them.