Download "Why communication goes wrong...and how to fix it | Tim Pollard | TEDxBillings"

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Siren of Style

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The Pyramid of Planned Outcome

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Business

Communication

English

Presentation

TEDxTalks

[TEDxEID:39284]

00:00:08

[Music]

00:00:24

thank you so much and good morning yeah

00:00:26

i have always been simply fascinated

00:00:29

by the topic of communications it is so

00:00:31

filled with

00:00:33

puzzles and paradoxes for example how

00:00:35

many of you have ever sat through one of

00:00:37

those awful

00:00:38

powerpoint presentations dozens of

00:00:40

slides hundreds of bullets yeah all of

00:00:42

you

00:00:43

and guess what you absolutely hated it

00:00:45

right and you know it didn't work

00:00:48

and yet knowing that

00:00:50

how many of you have done it to someone

00:00:51

else

00:00:53

isn't that funny communication is so

00:00:55

interesting so what i want to talk about

00:00:56

this morning is why it's so important

00:00:58

how it mostly goes wrong and how to fix

00:01:01

it

00:01:02

now when you think about

00:01:03

how important it is i mean i think it's

00:01:05

proven really throughout history that

00:01:07

communication is probably the single

00:01:08

most important if not the most powerful

00:01:10

tool

00:01:11

you can put in a human being's hands

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it's not just how we give and receive

00:01:15

ideas it's how we obtain so many of

00:01:17

those things that we want right that job

00:01:19

we desperately need that project we want

00:01:21

to get funded that donation we need to

00:01:24

keep our non-profit afloat

00:01:26

incredibly important i mean history has

00:01:28

proven this uh history has always shown

00:01:31

the enormous advantage that great

00:01:33

communicators have whether that's steve

00:01:35

jobs or winston churchill

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although interestingly probably the most

00:01:39

striking example from history is far

00:01:41

darker the most impressive

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accomplishment of communication it's

00:01:44

probably adolf hitler i mean churchill

00:01:47

all what he was doing was rallying

00:01:48

people against tyranny but hitler took

00:01:51

the most sophisticated most highly

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educated society of his time

00:01:55

and he persuaded them to support

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tyranny and madness and barbarism that

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was purely through the power of his

00:02:02

voice

00:02:03

so communication is unbelievably

00:02:05

important and powerful so what's the

00:02:07

problem

00:02:08

we're not very good at it most of us

00:02:10

freely

00:02:11

admit to struggles to communicate as

00:02:13

effectively as we'd like and the data

00:02:15

absolutely bears this out we did a big

00:02:17

study of communication in the business

00:02:19

world and what we found was

00:02:21

less than 30 percent of business

00:02:23

presentations are ever deemed good or

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better

00:02:27

fully two-thirds are deemed mediocre or

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worse and a really large number a lot

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worse

00:02:33

so we have this thing that's incredibly

00:02:35

important but we're just not very good

00:02:36

at it

00:02:37

isn't that interesting so what is it

00:02:39

that's going wrong well we obviously

00:02:41

have good intentions right who here sets

00:02:43

out to punish their audience with slides

00:02:45

you you don't do that

00:02:47

i think it's actually more interesting

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that i think what's happening is despite

00:02:50

our good intentions

00:02:51

we get lured away we get seduced into

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doing really really stupid things i

00:02:56

think

00:02:57

a nice image here is kind of the sirens

00:02:59

of old um do you remember the sirens

00:03:02

that would lure away sailors you know

00:03:04

unsuspecting sailors onto the rocks this

00:03:07

is a

00:03:08

painting for a woman called ariel

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burgess this is us this is what happens

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to us so this is you here this is your

00:03:14

big upcoming presentation your big

00:03:16

moment

00:03:17

here are the rocks you're about to crash

00:03:19

on and sink on

00:03:20

so what's doing that what's luring you

00:03:23

away well i would argue it's these three

00:03:25

deceptions or three sirens the siren of

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slides the siren of style

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with a girl doing her hair i like that

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and the siren of success

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now let's talk about these

00:03:38

the siren slides i think we all

00:03:40

understand we just are so addicted to

00:03:42

our technology when it comes to

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presentations for many of us

00:03:45

presentation equals slides but that's

00:03:47

really weird

00:03:49

so here you've got to do this big

00:03:50

presentation what's the first thing you

00:03:52

do you open up powerpoint and you start

00:03:54

typing and you start typing it feels

00:03:56

good because you get the illusion of

00:03:57

progress

00:03:58

but what's interesting is you keep

00:03:59

typing and you keep typing and all that

00:04:02

typing may mean you're not actually

00:04:04

doing the thinking that you should be

00:04:06

doing

00:04:07

and so i'll often what will happen is

00:04:10

that would lead us to absolute madness

00:04:12

i'll often liken sort of powerpoint and

00:04:13

keynote to tequila in the sense that

00:04:16

they're not inherently evil but given

00:04:17

the right circumstances they will make

00:04:19

you do some really stupid things and um

00:04:22

and you know exactly where this ends up

00:04:25

i mean this is a slide deck built by one

00:04:29

of the world's leading technology

00:04:31

companies they were trying to win a

00:04:33

monster deal with this deck

00:04:35

but guess what for a two-hour meeting

00:04:37

guess what they built 121

00:04:40

slides

00:04:41

with just absurd complexity and tiny

00:04:44

little fonts that only dogs can hear i

00:04:46

mean it's just madness right

00:04:49

my wife is a counselor she recently

00:04:51

attended an online seminar on depression

00:04:54

and it was it was just one of these

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slide fire hoses and i asked her after i

00:04:58

said hey honey what did you learn i

00:04:59

didn't learn anything except now i

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actually am depressed which is

00:05:04

that's not the outcome that we're

00:05:05

looking for at all so the first

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deception the first way we are deceived

00:05:08

into stupidity is through slight

00:05:11

the second one is really interesting

00:05:12

it's the siren of style

00:05:14

because we've been told right great

00:05:16

communication is this

00:05:18

eye contact and body language and power

00:05:20

posing like really

00:05:22

that is just palpably absurd how many of

00:05:25

you ever left any presentation and said

00:05:28

i really hate it i didn't make any eye

00:05:30

contact with me at all it was

00:05:31

disgraceful of course you died we don't

00:05:33

even think about that but there are

00:05:34

there are companies out there dozens of

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them in fact a whole industry

00:05:38

that still wants to tell you that that's

00:05:40

what you need to get right it's lunacy

00:05:43

i can prove it a couple of years ago

00:05:45

i was asked to speak at a company's

00:05:47

leadership conference i was done and

00:05:48

they said stick around to the end

00:05:50

because the ceo is going to do this

00:05:51

closing keynote he's absolutely amazing

00:05:54

so okay so i stuck around

00:05:56

and he gets up at the end and he checks

00:05:58

every box he's got the eye contact of a

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peregrine falcon he's got the body

00:06:02

language of kramer from seinfeld he's

00:06:04

witty he's funny

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he's got this impeccable suit there's no

00:06:08

nerves he's checking every box

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except what i noticed was his subject

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was

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the 10 things we must get right this

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year they were really very good but

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there was no narrative flow or story

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within the ten things i thought well

00:06:23

that's very interesting anyway so it

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comes to an end

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the crowd goes wild they're throwing

00:06:28

flowers they're throwing underwear i

00:06:29

mean it's a bit cultish

00:06:31

um

00:06:33

and anyway but then then the meeting

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comes to an end it's true story and i

00:06:36

grab somewhat well not the underwear

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part but the true story and i just

00:06:39

grabbed somebody at the end i said what

00:06:41

do you think he goes oh it was amazing i

00:06:43

said yeah it was can i ask you a

00:06:44

question

00:06:45

how many of the ten things could you

00:06:47

name for me please

00:06:49

two

00:06:51

that is a profound story because what

00:06:53

that tells is most of what we've been

00:06:55

told about communications is actually

00:06:57

wrong

00:06:59

this guy had checked every box of

00:07:00

traditional thinking but he had totally

00:07:03

failed as a communicator and that's what

00:07:05

happens when you're deceived into

00:07:08

a prioritizing style over substance

00:07:12

now the third deception the third siren

00:07:14

is really the most interesting it's not

00:07:15

the one we think about very much

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i'm going to call this the the the siren

00:07:19

of success and what i'm going to argue

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is

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almost all of us do not actually

00:07:24

understand what success is in

00:07:26

communication that seems like a strange

00:07:28

statement so let me just it's much

00:07:29

easier if i just draw it for you so let

00:07:31

me just draw it for you

00:07:33

so hopefully this will appear on screen

00:07:37

yep great so this is you

00:07:40

and you're making

00:07:41

a big presentation to your boss let's

00:07:44

imagine you're trying to get this big

00:07:45

project funded it's really important to

00:07:47

you

00:07:48

now is that meeting important

00:07:49

yeah so you want it to go on you come

00:07:51

out like yeah i nailed it but what's the

00:07:53

problem is that the most important

00:07:55

meeting

00:07:56

no never why because the decision

00:07:59

doesn't get made there sometime later

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um there's another meeting

00:08:05

and it's a meeting you don't get invited

00:08:08

to

00:08:10

and at this meeting the decision-making

00:08:12

body is actually going to decide on

00:08:15

whether your project gets funded or not

00:08:17

now that's really interesting because

00:08:19

when you think about it that way what

00:08:20

you realize is you know is this

00:08:22

important that this goes well yes but

00:08:24

actually what is more important

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is that this person

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can effectively

00:08:32

retell

00:08:33

your story

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so what i would argue is the single most

00:08:37

important word in communications is

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actually

00:08:42

retailability

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or representability

00:08:45

because this is always true in sales

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this is the buying group in business

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this is the management committee or the

00:08:51

board if you are talking to a donor this

00:08:53

is the grant committee it's always true

00:08:57

now this should change the way we think

00:08:58

about communications completely because

00:09:00

the deception is we fixate on the first

00:09:03

meeting so we think yeah first meeting

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success but no no no no

00:09:07

is your message so crisp so clean so

00:09:10

compelling that actually

00:09:14

you can achieve second meeting success

00:09:17

now that's really profound

00:09:20

so those are our three deceptions the

00:09:22

lies we've been told that cause us to do

00:09:24

really stupid things how many of us here

00:09:25

have been deceived by one or all three

00:09:27

of these things okay all of us so the

00:09:29

question becomes

00:09:31

how do you solve this can this be solved

00:09:33

and that's not an academic question

00:09:36

because every one of you in this room

00:09:38

will have many

00:09:40

many times in your lives

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where you're making a really important

00:09:44

presentation

00:09:46

and it really really needs to go well

00:09:49

so this is personal

00:09:51

how do you make sure you can do that

00:09:53

well

00:09:54

there is actually a tool i want to show

00:09:56

you that will completely defeat these

00:10:00

three sirens i know ted talks are lofty

00:10:03

and they don't always descend into the

00:10:04

practical but i want to give you a very

00:10:06

very practical tool here

00:10:08

the tool

00:10:09

is called

00:10:11

the pyramid of planned outcome

00:10:15

and and it's incredibly simple it's

00:10:16

cocktail napkin stuff so if i was

00:10:18

building any message presentation

00:10:21

anything including a ted talk what would

00:10:23

i do well i'd start at the top

00:10:25

and i'm simply going to think about what

00:10:27

is it that i want my audience to do what

00:10:30

action do i want them to take what

00:10:31

decision do i want them to make

00:10:34

and that's very very important

00:10:36

but what that raises a very interesting

00:10:38

question how do we make decisions

00:10:40

well let me illustrate that

00:10:42

imagine i wanted you to make a decision

00:10:44

which was to raise your hand and play a

00:10:46

game with me we don't have time we won't

00:10:47

do it

00:10:48

and here are the rules of the game

00:10:50

i'll ask you a simple trivia question if

00:10:52

you get it right you get ten dollars get

00:10:54

it wrong you owe me one dollar and you

00:10:56

can ask a friend for help if you want

00:10:59

now if we played that game

00:11:01

somebody here would raise their hand and

00:11:03

the moment you did that the moment you

00:11:04

raised your hand you would be

00:11:05

illustrating one of the single most

00:11:08

important

00:11:09

principles of communication which is

00:11:11

this

00:11:13

in human beings action is preceded by

00:11:16

belief in other words we take decisions

00:11:18

based on the beliefs we have about that

00:11:20

decision so if you had raised your hand

00:11:22

it would have been for three reasons one

00:11:23

is i believe i could probably answer

00:11:25

that he said it was easy

00:11:27

two is um i like the risk reward ten for

00:11:30

one yeah that works and three is i'm not

00:11:32

going to be embarrassed because i can

00:11:34

get help if i need it right

00:11:36

and i can prove that so i said i'm going

00:11:37

to ask you a question from particle

00:11:39

physics it's 20 if you win 20 to me if

00:11:42

you lose and you're on your own

00:11:44

do you still make a decision yes not

00:11:46

going to play that game why three new

00:11:49

beliefs i'm not going to be able to

00:11:51

answer that question i hate the risk

00:11:52

reward and i'm bound to be embarrassed

00:11:56

so come with me on this so if in human

00:11:58

beings action is preceded by a belief

00:12:00

and if that's true what that means is

00:12:02

the single most important question you

00:12:04

ever ask when designing any presentation

00:12:07

is this

00:12:09

well what does my audience need to

00:12:11

believe

00:12:12

in order to take the action i want them

00:12:14

to take to hire me whatever it is

00:12:17

now

00:12:18

you think that through and you write

00:12:20

that in the middle of this pyramid and

00:12:22

what that gives you is a small number of

00:12:25

beliefs or big ideas

00:12:27

that's what we want a powerful

00:12:29

ideas driven narrative

00:12:31

now once you've got there it's

00:12:32

relatively straightforward if you know

00:12:34

what the beliefs are then you simply ask

00:12:35

a final question

00:12:37

okay well what would my audience need to

00:12:39

know

00:12:40

in order to believe that what sort of

00:12:41

facts or data or proofs and you just

00:12:44

write them at the bottom kind of aligned

00:12:46

under the supporting idea

00:12:48

it's incredibly simple

00:12:50

but it's incredibly powerful

00:12:53

now

00:12:54

i get that that's totally academic and

00:12:56

theoretical so let me kind of wrap up by

00:12:59

showing you a really really powerful

00:13:01

example of this in in real life

00:13:03

i was asked to speak

00:13:05

at a fundraising banquet for a

00:13:07

non-profit that wanted to raise money

00:13:09

for an overnight shelter for homeless

00:13:11

teenagers

00:13:12

this is a tragic situation and one that

00:13:15

absolutely needs to be solved

00:13:17

so i sat down to think about you know

00:13:18

how would i do this this banquet

00:13:20

presentation

00:13:22

well the action obviously is very

00:13:23

straightforward wanted people to give to

00:13:25

the overnight shelter

00:13:27

so now i start thinking about okay well

00:13:29

what would the audience need to believe

00:13:32

that's really interesting i spoke to the

00:13:33

executive director and she said it's

00:13:35

really interesting

00:13:36

homeless teenagers will make themselves

00:13:39

look really scary

00:13:41

but they do that to defend themselves

00:13:42

against the many dangers that they face

00:13:45

because it's such a perilous environment

00:13:47

but the weird thing about that is the

00:13:49

donors would look at these really scary

00:13:51

kids and go i don't want to give to them

00:13:52

they're just bad kids

00:13:54

so the light goes on in my brain like

00:13:57

okay

00:13:58

there's the first big idea the first big

00:14:00

idea is guys these are not bad kids

00:14:04

they deserve our love not our

00:14:05

condemnation that was in fact my opening

00:14:08

now that's good but it doesn't quite get

00:14:10

you there because i also knew the

00:14:11

audience would know that this

00:14:13

organization had a daycare center

00:14:15

so they could easily look at this and go

00:14:16

well okay they're not bad kids but but

00:14:18

we already have a daycare center don't

00:14:20

we yes except

00:14:23

second big idea

00:14:25

the real danger comes after dark what

00:14:28

happens when a kid is put out on the

00:14:29

street at seven o'clock at night in the

00:14:31

middle of january

00:14:32

now by the way at this point you can

00:14:33

just see a really good example of how

00:14:35

you can prove any idea how would i have

00:14:37

proved that idea i do that with one

00:14:38

picture

00:14:40

just a kid sleeping in a dumpster it's a

00:14:42

picture that they had at this

00:14:43

organization sleeping in the dumpster in

00:14:45

the middle of winter

00:14:47

now that's great it's not quite there

00:14:48

yet so they would they would get that

00:14:50

they're not bad kids they get that

00:14:51

they're in danger but they might easily

00:14:53

be asking well

00:14:54

okay but but is this the best use of my

00:14:57

money i mean there's a lot of places i

00:14:58

can give is this a really good place to

00:15:00

invest i think that led to the final

00:15:03

and very powerful idea because what i

00:15:05

wanted to get what i needed them to

00:15:06

believe is that this isn't just any old

00:15:08

fundraising banquet and any old need in

00:15:11

fact

00:15:12

you're going to save a life tonight

00:15:15

your gift will actually save lives

00:15:18

and there it is that was the

00:15:20

intellectual argument the intellectual

00:15:22

architecture of an eight-minute

00:15:24

presentation now what i want you to see

00:15:26

is how it completely solves my three

00:15:28

problems

00:15:30

not even thinking about slides okay i'll

00:15:32

get to slides later but what i'm

00:15:34

thinking about is the intellectual

00:15:35

architecture and that's what matters so

00:15:37

the slide tail isn't wagging the content

00:15:40

dog

00:15:41

so slides yes but later the second thing

00:15:44

it completely solves the style siren i'm

00:15:46

not thinking about how i'm going to

00:15:48

present this

00:15:49

i'm thinking about what i need to say

00:15:51

and why i'll think about how i present

00:15:53

it later

00:15:54

and then finally and most importantly

00:15:57

i've completely solved my retail ability

00:16:00

problem because a crisp simple ideas

00:16:03

driven narrative

00:16:05

is the most retellable story you can

00:16:07

tell because ideas are so sticky to the

00:16:09

brain

00:16:10

and hello isn't that what ted is in fact

00:16:13

all about

00:16:15

so this model and tool is literally

00:16:18

cocktail napkin stuff and it will

00:16:19

completely transform your communication

00:16:22

you're probably wondering did we raise

00:16:24

the money and we did

00:16:26

it was very successful and that was very

00:16:28

very important

00:16:29

but the only reason i'm telling you that

00:16:32

um

00:16:33

is is because this is you

00:16:36

all of you here all of us have many

00:16:39

times in our lives where we need to make

00:16:41

a critical presentation and it needs to

00:16:44

go well and we cannot afford

00:16:47

to be dragged onto the rocks of any of

00:16:50

those three problems

00:16:52

and that's what i hope you can take out

00:16:54

of this morning so so what was my action

00:16:57

i want you to commit to being a better

00:16:59

world-class communicator and how can you

00:17:02

get there it's three key ideas number

00:17:04

one communication is vital we need to be

00:17:07

good at it so beware the three sirens

00:17:09

two

00:17:10

retail ability is the standard to aim

00:17:12

for and it is the key that will unlock

00:17:14

everything else

00:17:16

and three

00:17:17

the pyramid is the tool that will get

00:17:19

you there

00:17:20

thank you very much for your time

00:17:47

you

Description:

Most people understand that communication is a vitally important skill in life and business...and yet most people still struggle to communicate effectively. In this vibrant Tedx Talk, Tim Pollard unpacks why and how most communication goes wrong and presents a powerful tool for the design of world-class communication. Tim is the Founder and CEO of Oratium and author of The Compelling Communicator: Mastering the Art and Science of Exceptional Presentation Design. Throughout a long career in Sales and Marketing for companies such as Unilever, Barclays Bank and the Corporate Executive Board, Tim has almost obsessively sought to understand and capture the underlying “science” of extraordinary communication. The result of this journey has been the development of a unique set of tools and concepts, and a remarkable ability to coach others in the learnable processes of exceptional communications. As a leading thinker in his field, Tim is a regular columnist for Forbes and Entrepreneur, and a highly sought-after speaker in the area of advanced communication skills, with particular emphasis on executive communications, sales messaging and donor messaging. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/about/programs-initiatives/tedx-program

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