【中英双语】看了150小时的TED演讲后，我学到了3个关键技巧
How to Rehearse for an Important Presentation
是什么造就了一场伟大的演讲--那种吸引人们注意力并呼吁他们采取行动的演讲？近些年来，TED演讲无疑树立了一个标杆：《哈佛商业评论》此前发表的一篇文章中邀请到了该组织的创始人克里斯•安德森（Chris Anderson），让他讲述了他在过去30年里主持TED演讲活动的经验和教训。
What makes for a great presentation — the kind that compels people’s attention and calls them to action? TED talks have certainly set a benchmark in recent years: HBR even asked Chris Anderson, the group’s founder, to offer lessons drawn from the three decades he’s run TED’s signature events in an article published last summer.
但是经验和直觉是一回事；数据和分析又是另一回事。如果让一位研究说服力的神经科学家来观看那些近年来最为成功的TED演讲（150小时），并且与许多演讲者交谈，他能够学到什么内容？以上所说的正是我的工作，以下则是我所学到的内容：
But experience and intuition are one thing; data and analysis are another. What could one learn by watching the most successful TED talks in recent years (150 hours’ worth), talking to many of the speakers, then running the findings by neuroscientists who study persuasion? I did just that, and here’s what I learned:
调动情感
布莱恩·史蒂文森（Bryan Stevenson）的TED演讲“我们需要谈论一个不公正的问题”，赢得了自该活动举办以来最长时间的起立鼓掌。作为一名民权律师，他成功地在最高法院的米勒诉阿拉巴马州案（Miller v. Alabama）——阿拉巴马州对被判谋杀罪的青少年实行强制终身监禁且不得假释——中进行了辩护，并取得了胜利。毫无疑问，他是一个知道如何说服别人的人。
Use emotion.
Bryan Stevenson’s TED talk, “We need to talk about an injustice”, received the longest standing ovation in the event’s history. A civil rights attorney who successfully argued and won the Supreme Court case Miller v. Alabama, which prohibits mandatory life sentences without parole for juveniles convicted of murder, this is a man who knows how to persuade people.
我利用了亚里士多德所谓的“说服三要素”来对他的演讲内容进行了分类。其中，只有10%的部分属于“人品诉求（ethos）”（为演讲者建立可信度）；25%的内容属于“理性诉求（logos）”（像数据、统计这种东西）；而有整整65%的内容则属于“情感诉求（pathos）”（情感、讲故事）。
在18分钟的演讲中，史蒂文森讲了三个故事来支持他的观点。第一个故事是关于他的祖母的。我曾经问过他为什么要从这个故事开始，他的回答很简单：“因为每个人都有祖母。”这个故事是他与观众建立直接联系的一种方式。
I divided the content of his talk into Aristotle’s three areas of persuasion. Only 10 percent fell under “ethos” (establishing credibility for the speaker); 25 percent fell into the “logos” category (data, statistics) and a full 65 percent was categorized as “pathos” (emotion, storytelling). In his 18-minute talk, Stevenson told three stories to support his argument. The first was about his grandmother, and when I asked him why he started with it, his answer was simple: “Because everyone has a grandmother.” The story was his way of making an immediate connection with the audience.
那些最能够影响、点亮、激励和感动人们，并且让人们采取行动的故事，就是最能够调动人们情感的故事。大多数日常工作场所的谈话内容都偏重数据而轻故事，但你还需要后者来强化你的论点。所以，你可以试着在你的话语和演讲中加入更多的奇闻轶事——比如你自己的经历或其他人、故事和品牌（成功和失败的都可以）的经历。
Stories that trigger emotion are the ones that best inform, illuminate, inspire, and move people to action. Most everyday workplace conversations are heavy on data and light on stories, yet you need the latter to reinforce your argument. So start incorporating more anecdotes – from your own experience or those about other people, stories and brands (both successes and failures) – into your pitches and presentations.
保持新颖
我们都喜欢关注新奇的东西。TED给演讲者的一条指导原则是：避免“重复的陈词滥调”。换句话说，你需要提供独特的、令人惊讶的或出人意料的新奇内容。
Be novel.
We all like to see and hear something new. One guideline that TED gives its speakers is to avoid “trotting out the usual shtick.” In other words, deliver information that is unique, surprising, or unexpected—novel.
在2009年，微软联合创始人、慈善家比尔·盖茨在TED演讲中谈到了疟疾对非洲国家的影响，他在演讲中打开一罐蚊子，这一举动震惊了观众。“疟疾当然是通过蚊子传播的。”他说，“我带了一些蚊子来，这样你们就可以体验一下。我会让它们在礼堂里四处闲逛。没有理由说只有穷人才应该有这样的体验。”他向观众保证，蚊子没有被感染——但这个噱头吸引了他们的注意力，把他们吸引到谈话中来。
In his 2009 TED presentation on the impact of malaria in African countries, Microsoft co-founder and philanthropist Bill Gates shocked his audience when he opened a jar of mosquitoes in the middle of his talk. “Malaria, of course, is transmitted by mosquitoes,” he said. “I brought some here so you can experience this. I’ll let these roam around the auditorium. There’s no reason why only poor people should have the experience.” He reassured his audience that the mosquitoes were not infected – but not until the stunt had grabbed their attention and drawn them into the conversation.
神经科学家A.K.普拉迪普博士（Dr. A.K. Pradeep）证实，我们的大脑无法忽视新鲜事物。“大脑所接受的训练是寻找卓越的、新颖的、与众不同的东西。”普拉迪普对此颇有研究。他是神经营销学领域的先驱，主要研究内容为各知名品牌在推出新产品时所用的广告、包装和设计。
As neuroscientist Dr. A.K. Pradeep confirms, our brains can’t ignore novelty. “They are trained to look for something brilliant and new, something that stands out.” Pradeep should know. He’s a pioneer in the area of neuromarketing, studying advertisements, packaging, and design for major brands launching new products.
在工作场所，你的听众（老板、同事、销售经理）经常会问他们自己一个问题：“这个人是不是在教我一些我不知道的东西？”所以，你可以介绍一些出人意料的、令人惊讶的内容，或者为一些老问题提供一个崭新的、新颖的解决方案。
In the workplace your listener (boss, colleague, sales prospect) is asking him or herself one question: “Is this person teaching me something I don’t know?” So introduce material that’s unexpected, surprising or offers a new and novel solution to an old problem.
强调视觉效果
罗伯特·巴拉德（Robert Ballard）在2008年的TED演讲中，讲述了他在大西洋水下2.5英里处发现泰坦尼克号的故事，其中有57张幻灯片，却没有文字。他展示了海底生活的图片、图像和动画，没有附带一个字的文字说明，观众们都很喜欢。我曾经问过他：“为什么你的整个演讲幻灯片都是用图片做的？”“因为我在讲故事，而不是说教。”巴拉德如是说。
Emphasize the visual.
Robert Ballard’s 2008 TED talk on his discovery of the Titanic, two and a half miles beneath the surface of the Atlantic, contained 57 slides with no words. He showed pictures, images, and animation of life beneath the sea, without one word of text, and the audience loved it. Why did you deliver an entire presentation in pictures? “Because I’m storytelling; not lecturing,” Ballard told me.
研究表明，当我们用图片和文字形式来呈现信息时，大多数人的学习效果会更明显。如果思想仅仅靠口头传达，没有图片，听众能记住大约10%的内容。添加图片后，我们能记住的内容就会飙升至65%。
Research shows that most of us learn better when information is presented in pictures and text instead of text alone. When ideas are delivered verbally—without pictures—the listener retains about 10% of the content. Add a picture and retention soars to 65%.
在你的下一个演示文稿中，你可以试着摒弃大篇幅的文本，而是选择使用更具视觉吸引力的设计元素。你可以通过展示图片、动画和形象来强化你的主题，从而帮助人们记住你所想要传递的信息。
For your next PowerPoint presentation, abandon the text blocks and bullet points in favor of more visually intriguing design elements. Show pictures, animations, and images that reinforce your theme. Help people remember your message.
关键词：自管理
卡迈恩·加洛是《从优秀到卓越的沟通秘诀》（The Communication Secrets to Get from Good to Great）的作者。他是哈佛大学设计研究生院高管教育系的讲师。
张振涛 | 译 周强 | 编校
