克里斯安德森：TED演讲的秘密

1. 克里斯安德森：TED演讲的秘密

Some people think that there's a TED Talk formula:
  
 "Give a talk on a round, red rug."
  
 "Share a childhood story."
  
 "Divulge a personal secret."
  
 "End with an inspiring call to action."
  
 有人认为TED演讲有一个固定模式：
  
 “站在一块圆形的红地毯上。”
  
 “分享童年的经历。”
  
 “分享个人的秘密。”
  
 “最后号召大家行动起来。”
  
 No. That's not how to think of a TED Talk. In fact, if you overuse thosedevices, you're just going to come across as clichéd or emotionallymanipulative.But there is one thing that all great TED Talks have in common, and Iwould like to share that thing with you.
  
 不是的。我们不该这么来看待TED演讲。实际上，如果滥用这些手法，只会给人留下陈词滥调或者心灵鸡汤的感觉。但所有优秀的TED演讲确实有一个共同点，这也是我想和各位分享的。
  
 Because over the past 12 years, I've had a ringside seat, listening tomany hundreds of amazing TED speakers, like these. I've helped them preparetheir talks for prime time, and learned directly from them their secrets ofwhat makes for a great talk.
  
 因为12年来我一直坐在场边,聆听了数百位演讲者精彩演讲，比如他们。我协助他们准备演讲，在黄金时段播出，也从他们那里学到了做一场精彩演讲的秘诀。
  
 And even though these speakers and their topics all seem completelydifferent, they actually do have one key common ingredient. And it's this: Yournumber one task as a speaker is to transfer into your listeners' minds anextraordinary gift -- a strange and beautiful object that we call an idea.
  
 尽管这些演讲者和他们的演讲主题都各不相同，但有一个关键点是相同的。那就是：作为演讲者最重要的任务是送给你的听众一件特别的礼物——它神奇而美丽，我们称之为“想法”。
  
 Let me show you what I mean. Here's Haley. She is about to give a TED Talkand frankly, she's terrified.
  
 下面我来解释一下。这是海利。她将要进行一个TED演讲,坦白说，她很紧张。
  
 (Video) Presenter: Haley Van Dyck!
  
 (Applause)
  
 Over the course of 18 minutes, 1,200 people, many of whom have never seeneach other before, are finding that their brains are starting to sync withHaley's brain and with each other. They're literally beginning to exhibit thesame brain-wave patterns. And I don't just mean they're feeling the sameemotions. There's something even more startling happening.
  
 （视频）主持人：海利·范·戴克！
  
 （掌声）
  
 在18分钟的演讲过程中，此前互不相识的1200名听众发现自己的思维渐渐与海利同步，与其他人同步。甚至可以说，他们的脑电波都开始同步。他们当时不仅感受相同。还有更令人吃惊的事在发生。
  
 Let's take a look inside Haley's brain for a moment. There are billions ofinterconnected neurons in an impossible tangle. But look here, right here -- afew million of them are linked to each other in a way which represents a singleidea. And incredibly, this exact pattern is being recreated in real time insidethe minds of everyone listening. That's right; in just a few minutes, a patterninvolving millions of neurons is being teleported into 1,200 minds, just bypeople listening to a voice and watching a face.
  
 让我们到海利的大脑中看一看。数十亿神经元相互连接，互相缠绕。但是看这里，其中几百万个神经元连接在一起，形成了一个想法。难以置信的是，同样的连接方式，也同时在每一位听众的脑海中出现了。是的，几分钟内，这种包含几百万神经元的特殊连接模式仅仅通过听和看，就传递进了1200个大脑之中。
  
 But wait -- what is an idea anyway? Well, you can think of it as a patternof information that helps you understand and navigate the world. Ideas come inall shapes and sizes, from the complex and analytical to the simple andaesthetic.
  
 那么，到底什么是想法呢？你可以理解为是一种信息的组合，能帮你理解和探索这个世界。想法是多种多样的，有的复杂，有的简单，有的理性，有的感性。
  
 Here are just a few examples shared from the TED stage. Sir Ken Robinson-- creativity is key to our kids' future.
  
 (Video) Sir Ken Robinson: My contention is that creativity now is asimportant in education as literacy, and we should treat it with the samestatus.
  
 下面我举几个例子，都发生在TED讲台上。肯·罗宾逊爵士——创造力是决定孩子未来的关键。
  
 （视频）
  
 肯·罗宾逊爵士：我认为在教育中，培养创造力和教读书写字一样重要，我们应该同样重视。
  
 Elora Hardy -- building from bamboo is beautiful.
  
 (Video)
  
 Elora Hardy: It is growing all around us, it's strong, it's elegant, it'searthquake-resistant.
  
 Chimamanda Adichie -- people are more than a single identity.
  
 (Video)
  
 Chimamanda Adichie: The single story creates stereotypes, and the problemwith stereotypes is not that they are untrue, but that they are incomplete.
  
 伊劳拉·哈迪——竹制建筑的魅力。
  
 （视频）
  
 伊劳拉·哈迪：竹子随处可见，很牢固，很优雅，可以抵御地震。
  
 奇麻曼达·阿迪契——人类并不只有单一属性。
  
 （视频）
  
 奇麻曼达·阿迪契：单一的故事会导致片面，片面的问题并不在于它不正确，而在于它不完整。
  
 Your mind is teeming with ideas, and not just randomly. They're carefullylinked together. Collectively they form an amazingly complex structure that isyour personal worldview. It's your brain's operating system. It's how younavigate the world. And it is built up out of millions of individual ideas.
  
 你的大脑里充满了各种想法，它们并不是随机的，而是相互联系的。它们汇集成神奇而复杂的体系，形成你的世界观。是你大脑的操作系统。也是你探索世界的方式。是数百万个想法的大集合。
  
 So, for example, if one little component of your worldview is the ideathat kittens are adorable, then when you see this, you'll react like this. Butif another component of your worldview is the idea that leopards are dangerous,then when you see this, you'll react a little bit differently. So, it's prettyobvious why the ideas that make up your worldview are crucial. You need them tobe as reliable as possible -- a guide, to the scary but wonderful real worldout there.
  
 比如说，你世界观中的一小部分告诉你小猫很可爱，那么当你看到小猫时，你就会抚摸它。而另一部分告诉你美洲豹很危险，那么当你看见它时，你可能会撒腿就跑。所以显而易见，这些想法对于塑造你的世界观至关重要。它们就像一名值得信赖的向导，帮你应对这个美妙却又危险的世界。
  
 Now, different people's worldviews can be dramatically different. Forexample, how does your worldview react when you see this image:
  
 (Video) Dalia Mogahed: What do you think when you look at me? "Awoman of faith," "an expert," maybe even "a sister"?Or "oppressed," "brainwashed," "a terrorist"?
  
 不同人的世界观截然不同。举个例子，你对下面的视频会有什么反应？
  
 （视频）
  
 达利亚·莫佳德：你看到我的时候你在想什么？“有信仰的女人”，“专家”甚至是“姐姐”？或者“受压迫的”，“被洗脑的”还是“恐怖分子”？
  
 Whatever your answer, there are millions of people out there who wouldreact very differently. So that's why ideas really matter. If communicatedproperly, they're capable of changing, forever, how someone thinks about theworld, and shaping their actions both now and well into the future. Ideas arethe most powerful force shaping human culture.
  
 无论你的答案是什么，成千上万的人，就会有成千上万种答案。正因为此，想法才非常重要。通过正确的交流，想法可以永远地改变一个人的世界观，影响他们现在和未来的的行为。想法是塑造人类文化最强大的力量。
  
 So if you accept that your number one task as a speaker is to build anidea inside the minds of your audience, here are four guidelines for how youshould go about that task:
  
 如果你认同，演讲者最重要的任务是提出一个想法，并让听众认同，那么这里有四条原则你可以遵循：
  
 One, limit your talk to just one major idea. Ideas are complex things; youneed to slash back your content so that you can focus on the single idea you'remost passionate about, and give yourself a chance to explain that one thingproperly. You have to give context, share examples, make it vivid. So pick oneidea, and make it the through-line running through your entire talk, so thateverything you say links back to it in some way.
  
 第一，让你的演讲主题明确。想法是复杂的，你要避免长篇大论，专注于最让你激动不已的那个想法，并想办法把它解释清楚。你需要解释背景，举例说明，娓娓道来。所以只挑选一个想法，让它贯穿你的整个演讲，让你讲的所有内容都能与之呼应。
  
 Two, give your listeners a reason to care. Before you can start buildingthings inside the minds of your audience, you have to get their permission towelcome you in. And the main tool to achieve that? Curiosity. Stir youraudience's curiosity. Use intriguing, provocative questions to identify whysomething doesn't make sense and needs explaining. If you can reveal adisconnection in someone's worldview, they'll feel the need to bridge thatknowledge gap. And once you've sparked that desire, it will be so much easierto start building your idea.
  
 第二，吸引你的听众。在你将自己的想法灌输给观众之前，你必须得到他们的允许。那主要手段是什么呢？好奇心。勾起观众的好奇心。提一些耐人寻味，引人入胜的问题让大家发现有些事情不合理，需要解释。如果你让某人发现，他的世界观里有空白，他们就会想把这缺口补上。一旦你勾起他们的求知欲，灌输你的想法就容易多了。
  
 Three, build your idea, piece by piece, out of concepts that your audiencealready understands. You use the power of language to weave together conceptsthat already exist in your listeners' minds -- but not your language, theirlanguage. You start where they are. The speakers often forget that many of theterms and concepts they live with are completely unfamiliar to their audiences.Now, metaphors can play a crucial role in showing how the pieces fit together, becausethey reveal the desired shape of the pattern, based on an idea that thelistener already understands.
  
 第三，构筑你的想法，一步一步来，要使用观众已经了解的概念。用语言的力量，把观众脑海中已经存在的概念重新整合——不过要用观众能懂的语言。你要让他们跟上你的节奏。演讲者经常会忘记，自己每天接触的术语和概念，在观众们眼中可能就是天书。因此，善用比喻非常重要，因为比喻是用听众已经了解的概念，来勾画缺失的那一块知识拼图。
  
 For example, when Jennifer Kahn wanted to explain the incredible newbiotechnology called CRISPR, she said, "It's as if, for the first time,you had a word processor to edit DNA. CRISPR allows you to cut and pastegenetic information really easily." Now, a vivid explanation like thatdelivers a satisfying aha moment as it snaps into place in our minds. It'simportant, therefore, to test your talk on trusted friends, and find out whichparts they get confused by.
  
 比如，当珍妮弗·卡恩想解释一种叫做CRISPR的最前端的生物技术时，她说：“这项技术，就像你第一次拥有了一台可以编辑DNA的文字处理机一样。CRISPR能让你十分轻松的剪切和粘贴基因组信息。”就这样，一个生动的描述，让我们恍然大悟，并且深深地印在了我们的脑海里。在信任的朋友面前试讲一下是很关键的，你可以找出他们听不懂的地方（加以修改）。
  
 Four, here's the final tip: Make your idea worth sharing. By that I mean,ask yourself the question: "Who does this idea benefit?" And I needyou to be honest with the answer. If the idea only serves you or yourorganization, then, I'm sorry to say, it's probably not worth sharing. Theaudience will see right through you. But if you believe that the idea has thepotential to brighten up someone else's day or change someone else's perspectivefor the better or inspire someone to do something differently, then you havethe core ingredient to a truly great talk, one that can be a gift to them andto all of us.
  
 第四条，也是最后一条：确定你的想法值得分享。我的意思是，扪心自问：“这个想法对谁有好处？”你需要实事求是。如果这个想法只服务于你或者你的组织，那么对不起，它也许不值得分享。观众也马上能发现这一点。但如果你认为自己的想法有可能照亮他人的人生，或者改善他人的观点，或者激励他人去改变，那么你就拥有了一篇精彩演讲的核心元素，所有人都会因此受益。

2. 《TED》演讲的力量

1、成为你自己。如果你是科学家，那就做科学家，如果你只是一个普通人，不要试图模仿大学者的风范，只要做你自己就好。演讲不一定非要激情四射，非要赢得观众雷鸣般的喝彩，润物细无声的效果未必不是最佳。
  
 2、本书的核心主题是，任何一个人，只要拥有值得分享的思想，就能发表精彩的演讲。在公众演讲中，为止真正重要的是有价值的思想。
  
 3、只有演讲者和听众之间有共同的语言，语言文字才会产生神奇的魔力。前提是了解受众的需求点。
  
 4、避免四种演讲风格：推销策略（王婆卖瓜。给予，而非索取）、漫谈（无重点）、避免提过多自己公司里的人、启迪性的表演（不要试图走捷径，通过漂亮包装来演示）。总之，少一些套路，多一些真诚。
  
 5、演讲的重点是－讲一些有意义的东西，更重要的是对听众来说有意义的点。如果把演讲当成一段旅行，那么演讲者就是导游，如果想让听众跟对你的脚步，首先要明确你们要去的目的地。有明确的主线，才能掷地有声的提出你的观点，更容易被听众所记忆和接受。

3. 2018-01-03《TED演讲力量》

新的、能够打动人心的、能给世界带来改变的思想。
  
 例子1：
  
 埃隆马斯克    spaceX    一句话：就我而言，我不会放弃，永远都不会
  
 这句话让人有穿越地狱之门的勇气
  
 例子2：
  
 克里斯安德森    接手TED
  
 恐惧演讲   为什么人害怕演讲？因为害怕同伴不喜欢，原始社会特别怕同伴排斥，只要同伴不喜欢你，就不能活下去了。
  
 演讲：TED应该是什么？演讲是可以力挽狂澜的
  
 例子3：
  
 《亮剑》李云龙
  
 例子4：
  
 非洲小男孩     改变世界的科学发明
  
 演讲不要推销式的演讲、不要漫谈式的演讲、不要形式大于内容的演讲
  
 做演讲就像是做导游
  
 演讲的主线：15字之内，清晰具体的表达你的观点
  
 演讲的结构：前言（话题是什么）、背景（为什么分享这个话题）、主要概念、实践意义、结论
  
 （坡道、发现、甜点）
  
 第一个工具叫联系（眼神交流、展示脆弱、想办法让对方笑、放下自我、讲故事）目的是为了让别人喜欢你
  
 第二个工具是叙述（找到恰当的比喻）
  
 第三个工具是解释（知识的诅咒：很容易被自己已知的东西模糊东西本身）
  
 第一步从对方的角度出发（）
  
 第二步点燃对方的好奇心
  
 第三步开始介绍概念（运用例子和比喻）
  
 第四个工具是说服（足够的铺陈和推理）
  
 第五个工具是展示（适合优实体发明的人）