How to Rehearse for an Important Presentation

是什么造就了一場偉大的演講--那種吸引人們注意力并呼吁他們采取行動的演講？近些年來，TED演講無疑樹立了一個標(biāo)桿：《哈佛商業(yè)評論》此前發(fā)表的一篇文章中邀請到了該組織的創(chuàng)始人克里斯?安德森（Chris Anderson），讓他講述了他在過去30年里主持TED演講活動的經(jīng)驗和教訓(xùn)。

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.

但是經(jīng)驗和直覺是一回事；數(shù)據(jù)和分析又是另一回事。如果讓一位研究說服力的神經(jīng)科學(xué)家來觀看那些近年來最為成功的TED演講（150小時），并且與許多演講者交談，他能夠?qū)W到什么內(nèi)容？以上所說的正是我的工作，以下則是我所學(xué)到的內(nèi)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:

調(diào)動情感

布萊恩·史蒂文森（Bryan Stevenson）的TED演講“我們需要談?wù)撘粋€不公正的問題”，贏得了自該活動舉辦以來最長時間的起立鼓掌。作為一名民權(quán)律師，他成功地在最高法院的米勒訴阿拉巴馬州案（Miller v. Alabama）——阿拉巴馬州對被判謀殺罪的青少年實行強(qiáng)制終身監(jiān)禁且不得假釋——中進(jìn)行了辯護(hù)，并取得了勝利。毫無疑問，他是一個知道如何說服別人的人。

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.

我利用了亞里士多德所謂的“說服三要素”來對他的演講內(nèi)容進(jìn)行了分類。其中，只有10%的部分屬于“人品訴求（ethos）”（為演講者建立可信度）；25%的內(nèi)容屬于“理性訴求（logos）”（像數(shù)據(jù)、統(tǒng)計這種東西）；而有整整65%的內(nèi)容則屬于“情感訴求（pathos）”（情感、講故事）。

在18分鐘的演講中，史蒂文森講了三個故事來支持他的觀點。第一個故事是關(guān)于他的祖母的。我曾經(jīng)問過他為什么要從這個故事開始，他的回答很簡單：“因為每個人都有祖母?！边@個故事是他與觀眾建立直接聯(lián)系的一種方式。

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 “l(fā)ogos” 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.

那些最能夠影響、點亮、激勵和感動人們，并且讓人們采取行動的故事，就是最能夠調(diào)動人們情感的故事。大多數(shù)日常工作場所的談話內(nèi)容都偏重數(shù)據(jù)而輕故事，但你還需要后者來強(qiáng)化你的論點。所以，你可以試著在你的話語和演講中加入更多的奇聞軼事——比如你自己的經(jīng)歷或其他人、故事和品牌（成功和失敗的都可以）的經(jīng)歷。

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.

保持新穎

我們都喜歡關(guān)注新奇的東西。TED給演講者的一條指導(dǎo)原則是：避免“重復(fù)的陳詞濫調(diào)”。換句話說，你需要提供獨特的、令人驚訝的或出人意料的新奇內(nèi)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，微軟聯(lián)合創(chuàng)始人、慈善家比爾·蓋茨在TED演講中談到了瘧疾對非洲國家的影響，他在演講中打開一罐蚊子，這一舉動震驚了觀眾?！隘懠伯?dāng)然是通過蚊子傳播的。”他說，“我?guī)Я艘恍┪米觼?，這樣你們就可以體驗一下。我會讓它們在禮堂里四處閑逛。沒有理由說只有窮人才應(yīng)該有這樣的體驗?！彼蛴^眾保證，蚊子沒有被感染——但這個噱頭吸引了他們的注意力，把他們吸引到談話中來。

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.

神經(jīng)科學(xué)家A.K.普拉迪普博士（Dr. A.K. Pradeep）證實，我們的大腦無法忽視新鮮事物?！按竽X所接受的訓(xùn)練是尋找卓越的、新穎的、與眾不同的東西?！逼绽掀諏Υ祟H有研究。他是神經(jīng)營銷學(xué)領(lǐng)域的先驅(qū)，主要研究內(nèi)容為各知名品牌在推出新產(chǎn)品時所用的廣告、包裝和設(shè)計。

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.

在工作場所，你的聽眾（老板、同事、銷售經(jīng)理）經(jīng)常會問他們自己一個問題：“這個人是不是在教我一些我不知道的東西？”所以，你可以介紹一些出人意料的、令人驚訝的內(nèi)容，或者為一些老問題提供一個嶄新的、新穎的解決方案。

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.

強(qiáng)調(diào)視覺效果

羅伯特·巴拉德（Robert Ballard）在2008年的TED演講中，講述了他在大西洋水下2.5英里處發(fā)現(xiàn)泰坦尼克號的故事，其中有57張幻燈片，卻沒有文字。他展示了海底生活的圖片、圖像和動畫，沒有附帶一個字的文字說明，觀眾們都很喜歡。我曾經(jīng)問過他：“為什么你的整個演講幻燈片都是用圖片做的？”“因為我在講故事，而不是說教?！卑屠氯缡钦f。

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，當(dāng)我們用圖片和文字形式來呈現(xiàn)信息時，大多數(shù)人的學(xué)習(xí)效果會更明顯。如果思想僅僅靠口頭傳達(dá)，沒有圖片，聽眾能記住大約10%的內(nèi)容。添加圖片后，我們能記住的內(nèi)容就會飆升至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%.

在你的下一個演示文稿中，你可以試著摒棄大篇幅的文本，而是選擇使用更具視覺吸引力的設(shè)計元素。你可以通過展示圖片、動畫和形象來強(qiáng)化你的主題，從而幫助人們記住你所想要傳遞的信息。

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.

關(guān)鍵詞：自管理

卡邁恩·加洛是《從優(yōu)秀到卓越的溝通秘訣》（The Communication Secrets to Get from Good to Great）的作者。他是哈佛大學(xué)設(shè)計研究生院高管教育系的講師。

張振濤 | 譯? ? 周強(qiáng) | 編校