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DAVE MARX: Carmine's a highly-regarded author
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in the business world, who recently published his eighth
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book, "The Storyteller's Secret--
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From TED Speakers to Business Legends,
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Why Some Ideas Stick and Others Don't."
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Carmine's currently an author, columnist, and public speaker,
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and has formally worked as a journalist and news anchor.
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But I think, above all, Carmine is a storyteller.
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His previous books had been massive hits.
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His book, "The Innovation Secrets of Steve Jobs,"
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also became an international bestseller,
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and has been awarded the Axiom Award
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for being one of the top three best business books in 2011.
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And just today, Amazon Editor shows most recent book,
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"The Storyteller's Secret," as one of the best new books
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in business and leadership.
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It's available everywhere now.
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And we've been lucky enough to have some subsidized copies
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through Google Talks that will be available for sale
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in the back.
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And I'm sure Carmine would be happy to sign
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your copy for you, if you're willing to stick around
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for a couple minutes after the talk.
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So with that, I'd like to introduce the man himself,
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Carmine Gallo.
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[APPLAUSE]
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CARMINE GALLO: All right.
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All right, thank you.
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Good morning.
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I am really passionate about this topic.
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And I'm passionate about it because I really
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think that this is a topic that will help you in your careers,
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help you in your business, make you more valuable than you've
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ever imagined.
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And it'll also help you sell your ideas more effectively.
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So since we're talking about storytelling,
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why don't we begin with a story?
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Now, stop me if you've heard this before.
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Two Stanford graduate students think
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they've come up with an idea to change the world.
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So they had over to Sequoia Capital, to ask for money.
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Michael Moritz, one of the investors, the main investor
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at Sequoia Capital, has been watching an endless stream
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of really bad PowerPoints.
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And Sergey and Larry do something different.
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First, they have a working demo, which was really unusual
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at that time.
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It actually worked.
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What a concept.
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But they also did something very interesting.
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They were able to summarize their entire vision
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in one short sentence of under 10 words.
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And Michael Moritz never forgot that.
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And that sentence is "We organize
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the world's information and make it accessible."
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I spoke to Michael Moritz last year.
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And he said, Carmine, tell your clients,
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tell your groups that great leaders can do two things.
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One, they have a vision for the future.
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But they can communicate it especially well.
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And so now, even today, if you walk
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into Sequoia Capital's offices, they're
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asking you for the one line.
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And one investor told me, if you cannot summarize your idea
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in one sentence, we're not interested.
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Go back to the drawing board.
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Because there's power in simplicity.
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And there's power in articulating your ideas simply
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and concisely.
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When it comes to storytelling, especially, we
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kind of know how this works.
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Kevin Spacey said, "Story is everything and good content
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making--" whether that's in business, marketing, or movies,
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"--is not a crap shoot.
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We know how this works."
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There is a formula to this.
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We know how persuasion works.
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We know why you remember certain things
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and why you forget others.
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There's a formula to this.
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In the music industry, for example, 90% of music revenues
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come from 10% of the songs.
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And this is a true statistic.
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It's actually in a new book called "The Song Machine."
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What's amazing about this is that the 10%
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are written by a handful of people.
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One guy in particular, is Max Martin,
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who made it big with Britney Spears, Backstreet Boys.
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And today, he write songs for pretty much all the other big
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pop artists out there-- most of the songs that you hear,
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the songs that you like, the ones that are memorable.
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Because there's a formula to it.
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He knows what works.
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He uses something called track and hook.
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So how many of you have had a Taylor Swift
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song stuck in your head over the last year?
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It's got three words.
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What would it be?
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What is it?
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What is the three-word song?
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What is it?
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AUDIENCE: "Shake it Off."
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CARMINE GALLO: "Shake it Off." "Shake it Off."
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Thank you, Max Martin, who wrote that.
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He knows how these things work.
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We know how this works in communication too.
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So in the 20th Century, give me one or two
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of the most famous speeches of the 20th Century.
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Name one.
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AUDIENCE: I Had a Dream.
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CARMINE GALLO: How did I know you were going to say that?
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How did I know?
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I Have a Dream speech.
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And what is the most memorable part of the I
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Have a Dream speech?
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I have a dream.
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That's called anaphora.
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That's a rhetorical device that makes
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something pleasing to the ear.
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We know how this works.
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What's the most famous line from John Kennedy's
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inaugural speech?
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AUDIENCE: Ask not what your--
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CARMINE GALLO: --country can do for you.
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What's the rest of it?
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AUDIENCE: But what you can do for your country.
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CARMINE GALLO: But what you can do for your country.
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We know how this works.
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There is a reason why you remember that.
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It's the same reason why certain songs are stuck in your head.
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How many of you, over the last year,
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have had Omi's "Cheerleader" song stuck in your head?
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Dave, you said, "Cheerleader?"
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What's the chorus of "Cheerleader?"
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"Oh, I think that I found myself a cheerleader.
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She is always right there when I need her."
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Max Martin would say, that chorus has to be balanced,
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the same number of words and the same number
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of syllables on each one, on each side of the chorus.
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In other words, we know how this stuff works.
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I won't give you any more songs.
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I don't want them stuck in your head all day
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when you're at work.
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You're going to find yourself singing that cheerleader
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song today.
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And if you start Autotuning yourself,
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then you know you've completely lost it.
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But we know how this works.
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We know how it works in persuasion too.
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Great songwriters know how it works.
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And we know how it works when you're communicating ideas.
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Adam Braun is the founder of a wonderful startup,
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but a great nonprofit called Pencils of Promise.
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Every 90 hours now, Pencils of Promise
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builds a new classroom in impoverished or underprivileged
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communities around the world.
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And he told me something really interesting once.
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Because he's always out there fund raising.
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And he said, Carmine, it's interesting.
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Because when I'm speaking to a group of financial types,
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I'm trying to raise funds, they all
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want to know about how efficiently the nonprofit is
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run.
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They want to know the data.
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They want to know the finances.
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But that's not what they remember.
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They always seem to remember a two-minute sequence
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from my presentation, where I show
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a video of the first Pencils of Promise students.
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Little girls that he met in Laos who
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had never been in a classroom, had never
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had a classroom before.
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He shot a video a 30-second video on a smartphone, inserts
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into his presentation.
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He says, it's always a hit.
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Here's the 30-second video he shows.
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[VIDEO PLAYBACK]
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[SPEAKING THAI]
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[END VIDEO PLAYBACK]
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And that's it.
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And then he shows this slide, which
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is the same girls in their first Pencils of Promise school.
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And he said, Carmine, facts and figures and data
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never get me a standing ovation.
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But this always does.
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And this is what's memorable.
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Why?
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We know why this works.
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Because we are wired for story.
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Ideas that catch on are wrapped in story.
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Stories inform.
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They illuminate.
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They inspire.
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And it's not just me.
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Because certainly, in business, most executive leaders
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and successful business leaders believe the same thing.
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That's the reason why I wrote the book.
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It's because they kept telling me this.
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Vinod Khosla, the billionaire investor,
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said, "It's not enough to have facts on your side.
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You have to do storytelling."
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Ben Horowitz-- "Storytelling is the most underrated skill."
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Let's go to "Shark Tank."
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Barbara Corcoran-- "Storytelling is everything.
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Show me an MBA and your sales numbers, that's fine.
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But tell me a great story and we'll talk."
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So here's the best part.
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Storytelling is already in our DNA.
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You already know how to do this.
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We're all storytellers.
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Storytelling around a campfire has been around 400,000 years.
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It was a major development when people began to tell stories.
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Firelight extended the day.
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Anthropologists have been studying this.
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When firelight extended the day, people started telling stories.
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It ignited their imaginations.
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It warned them of threats.
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It was a major milestone in human development.
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We've been doing this for centuries.
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We know how to do it.
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And people still do it today.
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Richard Branson gathers his team around a campfire
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at his home on Necker Island for the purpose of sharing stories.
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Storytelling, he says, can be used to drive change.
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In fact, about two weeks ago, Richard Branson
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wrote a blog piece where he said,
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if you want to be a successful entrepreneur,
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you need to be able to tell stories well.
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He said, you can have a great idea.
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But if you can't communicate it well, it doesn't matter.
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So we know how this works.
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Today, for the next 20 minutes or so,
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I want to give you three keys to winning the hearts
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and minds of your audiences.
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And that can be almost anything, whether you're
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pitching a new idea, whether you're delivering
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a presentation, what have you.
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We're going to talk about the storyteller-- yourself--
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the story that you deliver, and then
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how you deliver that story.
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So let's talk about the storyteller.
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It's really important to see yourself
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as the chief storytelling officer for your brand.
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Great storytellers are not born.
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They're made.
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People work at it.
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You cannot inspire other people until you're inspired yourself.
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If you don't believe in your story, nobody else will.
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And it's important, if you've faced adversity,
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or if you've faced struggle in your life.
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Or if you've had to