Nancy Duarte: The secret structure of great talks
Nancy Duarte - CEO, presentation designer
Nancy Duarte believes that ideas are the most powerful tools people have. Her passion is to help every person learn to communicate their world-changing idea effectively. Full bio
to change the world.
every single one of you
for others to contend with,
have tried to convey your idea
or average idea was adopted.
is in the way it was communicated.
in a way that resonates,
and you can change the world.
these vintage European posters.
we go to the dealer there,
that conveys the idea.
They're really big.
but they're big.
as he turns the pages.
I was flanked by my two kids
and this poster is underneath,
and they are like,
about this poster was the irony.
headed into battle --
little Suavitos baking spices,
life and limb to promote this thing.
those little Suavitos baking spices
to be fired up about presentations.
to change the world
effectively through them.
with one single idea.
or it won't be effective.
the most effectively is through story.
their values and their culture
about a story structure
you get a physical reaction;
"Oh, I got a chill down my spine"
in the pit of my stomach."
when someone is telling us a story.
a story can be told,
it completely flatlines.
with rapt attention during a story,
incorporate story into presentations.
back at the shop --
of presentations, actually,
of a really bad presentation.
and figure out what was going on
some of the findings
as a presentation form.
a beginning, a middle and an end.
have that in its most simple form.
to studying hero archetypes,
they're the star of the show."
that you're the star of the show.
that that's really broken.
I can put it out there,
and hold it as dear,
and the world is never changed.
the presenter isn't the hero,
Joseph Campbell's hero's journey,
some really interesting insights there.
in an ordinary world,
kind of brought out of balance.
if I want to jump into this,"
from their ordinary world
You're not Luke Skywalker, you're Yoda.
that actually helps the audience
and into your new special idea,
it's a three-part structure of a story.
and that's the basic structure.
a Gustav Freytag's pyramid --
there is a five-act structure,
and a denouement,
or the resolution of the story.
So we talk about shapes.
well, an arc is a shape.
having a shapeliness to it.
if presentations had a shape,
communicators use that shape,
it was a Saturday morning.
it was a couple of years of study --
"Oh my gosh, if this shape is real,
two completely different presentations
"I Have a Dream" speech,
2007 iPhone launch speech,
"I've been given this gift,"
it's pretty astounding.
and I want to walk you through it.
I went through speeches, everything --
follows the shape.
you need to establish what is.
here's what's going on.
to compare that to what could be.
as big as possible,
of the status quo,
with the loftiness of your idea.
here's the past, here's the present,
but look at that problem removed.
let's annihilate the roadblock.
the inciting incident in a movie.
the audience has to contend
with this and align with it or not?"
should support that.
what is and what could be,
and the normal unappealing,
in the future with your idea adopted.
people are going to resist.
they may love the world the way it is.
have to move back and forth.
and there is wind resistance,
and back and forth.
capture the resistance
if you capture the wind just right
sail faster than the wind itself.
between what is and what can be,
them towards your idea
between what is and what could be,
is a call to action,
but at the very end.
as a new bliss.
the world is going to look,
and we solve this big problem."
I could use this as an analysis tool."
how much they map to this tool.
with the very two people
has completely changed the world.
changed the music industry
to change the mobile device industry.
of his iPhone launch 2007,
and you can see he starts with what is,
and ends with what could be.
is him speaking, he's talking.
you'll see popped up there,
and he cuts to demo.
talking the whole time.
you'll see a blue line,
kind of interesting:
is when he made them laugh.
is when he made them clap.
to what he is saying,
you have the audience in your hand.
forward to for two and a half years."
for a couple of years.
more than the audience laughs or claps.
Isn't this beautiful?"
what he wants them to feel.
of compelling them to feel a certain way.
"Every once in a while,
that changes everything."
and talk about his new product.
he actually keeps the phone off.
is pretty white up until this point,
and here's the sucky competitors.
and here's the sucky competitors."
he has the star moment --
for the first time,
sucked out of the room.
that they'll always remember.
you can see the blue,
the line breaks.
this heightened sense of excitement.
the technology didn't work.
to keep the audience involved.
he ends with the new bliss.
to build revolutionary new products.
quote that I love:
not to where it has been.'
at Apple since the very beginning
working hard for equality.
of the "I Have a Dream" speech.
between what is and what could be,
which is the famous part we all know.
a little bit here,
I put the actual transcript there
I broke the line,
most people hadn't heard that,
that was really new for people there.
these lines of text with a bar
as an information device here.
how he actually spoke to the people.
are going to be when he used
a lot of metaphors and visual words.
really complicated ideas
and knowledgeable, so people got it.
with his words to make it
songs and scriptures that he used.
that you're seeing.
a lot of political references
that were made to the people.
the very first end of what is,
was the very first time
and roared really loud.
what he did is he said,
the Negro people a bad check,
marked insufficient funds."
to not have money in your account.
people were very familiar with.
they really screamed was:
and the security of justice."
what currently is to what could be.
a little farther in the model,
at a more frenzied pace.
back and forth, and back and forth.
and so you can actually do this
sense of excitement.
and live out the meaning of its creed.
that all men are created equal.'"
to remind them of the promise
or that this country had made.
I have a dream that one day,
it gets really interesting.
you can look at the four shades of green,
which was a lot of repetition --
of songs and scriptures.
from the Book of Isaiah.
was "My Country, 'Tis of Thee."
that was specifically very significant
chose to change the words to as an outcry,
a stanza from "My Country, 'Tis of Thee."
Thank God Almighty, I'm free at last!"
inside of the hearts of the audience.
which is important.
that they'd sung together
to connect and resonate with the audience.
of this new bliss,
that they already held as sacred.
He had a big, big dream.
you guys have really big dreams.
he was stabbed with a letter opener,
be required to pay that kind of sacrifice.
like that basic story structure.
you encounter roadblocks,
"I had this idea,
and butt up against the roadblocks
to let the struggle transform us
and have a dream and make it real.
if I can do this, anybody can do this.
and emotionally starved environment.
with my sister, I was abused.
it was just the most aggressive.
they married each other three times,
and when they weren't fighting
some alcoholic that was living with us
when I was sixteen years old.
of my home and of my siblings.
bright, young girl should do --
I was eighteen years old.
in the story of my life I had a choice.
die inside of me.
life is too hard to change the world.
there's people in this room --
Suavitos baking spices
"You know, It's not that big a deal."
the whole world I can change."
that you have control over,
that we're going to go.
Bless you. God bless you.
About the speaker:Nancy Duarte - CEO, presentation designer
Nancy Duarte believes that ideas are the most powerful tools people have. Her passion is to help every person learn to communicate their world-changing idea effectively.
Why you should listen
Nancy Duarte is an expert in presentation design and principal of Duarte Design, where she has served as CEO for 21 years. Nancy speaks around the world, seeking to improve the power of public presentations. She is the author of Slide:ology: The Art and Science of Creating Great Presentations as well as Resonate: Present Visual Stories that Transform Audiences and the recent HBR Guide to Persuasive Presentations.
Watch Duarte's recent webinar on making presentations remotely >>
Nancy Duarte | Speaker | TED.com