Some people think that there's a TED Talk formula:
Neki ljudi misle da postoji formula za TED govor:
"Give a talk on a round, red rug."
„Održi govor na okruglom, crvenom tepihu.“
"Share a childhood story."
„Ispričaj priču iz detinjstva.“
"Divulge a personal secret."
„Ogoli ličnu tajnu.“
"End with an inspiring call to action."
„Završi sa inspirativnim pozivom na akciju.“
No. That's not how to think of a TED Talk. In fact, if you overuse those devices, you're just going to come across as clichéd or emotionally manipulative.
Ne. Ne treba tako razmišljati o TED govoru. U stvari, ako previše koristite te savete, ostavićete utisak klišea ili emotivnog manipulanta.
But there is one thing that all great TED Talks have in common, and I would like to share that thing with you,
Ali postoji jedna stvar, zajednička svim odličnim TED govorima, i želim da je podelim sa vama,
because over the past 12 years, I've had a ringside seat, listening to many hundreds of amazing TED speakers, like these. I've helped them prepare their talks for prime time, and learned directly from them their secrets of what makes for a great talk.
jer sam tokom poslednjih 12 godina imao mesto u prvom redu odakle sam slušao stotine sjajnih TED govornika, kao što su ovi. Pomogao sam im da pripreme govore za glavni nastup i od njih sam direktno učio njihove tajne toga šta čini jedan odličan govor.
And even though these speakers and their topics all seem completely different, they actually do have one key common ingredient. And it's this: Your number one task as a speaker is to transfer into your listeners' minds an extraordinary gift -- a strange and beautiful object that we call an idea.
I iako ovi govornici i njihove teme deluju potpuno različito, ipak imaju jedan zajednički sastojak. A to je ovo: vaš prvi zadatak kao govornika je da u um vaših slušalaca prebacite jedan izuzetan dar - čudnu i lepu stvar koju nazivamo idejom.
Let me show you what I mean. Here's Haley. She is about to give a TED Talk and frankly, she's terrified.
Pokazaću vam šta mislim. Ovo je Hejli. Ona se sprema da ordži TED govor i iskreno, prestravljena je.
(Video) Presenter: Haley Van Dyck!
(Video) Domaćin: Hejli van Dajk!
(Applause)
(Aplauz)
Over the course of 18 minutes, 1,200 people, many of whom have never seen each other before, are finding that their brains are starting to sync with Haley's brain and with each other. They're literally beginning to exhibit the same brain-wave patterns. And I don't just mean they're feeling the same emotions. There's something even more startling happening.
Tokom 18 minuta, 1 200 ljudi, od kojih se mnogi nikada nisu upoznali, shvatiće da njihovi mozgovi počinju da se sinhronizuju sa Hejlinim, ali i međusobno. Bukvalno počinju da ispoljavaju iste obrasce moždanih talasa. Ne mislim samo da doživljavaju ista osećanja. Nešto još čudesnije se dešava.
Let's take a look inside Haley's brain for a moment. There are billions of interconnected neurons in an impossible tangle. But look here, right here -- a few million of them are linked to each other in a way which represents a single idea. And incredibly, this exact pattern is being recreated in real time inside the minds of everyone listening. That's right; in just a few minutes, a pattern involving millions of neurons is being teleported into 1,200 minds, just by people listening to a voice and watching a face.
Hejde da za trenutak pogledamo unutar Hejlinog mozga. Tu postoje milijarde neurona, međusobno povezanih u nerazmrsivi čvor. Pogledajte, baš ovde - nekoliko miliona njih povezani su međusobno na način koji predstavlja jednu ideju. Neverovatno, ovaj isti obrazac se u isto vreme stvara u umovima svih koji slušaju. Tako je; u samo nekoliko minuta, obrazac koji uključuje milione neurona teleportuje se u 1 200 umova, samo tako što ljudi slušaju jedan glas i gledaju jedno lice.
But wait -- what is an idea anyway? Well, you can think of it as a pattern of information that helps you understand and navigate the world. Ideas come in all shapes and sizes, from the complex and analytical to the simple and aesthetic.
No, čekajte, šta je uopšte ideja? Možete o njoj misliti kao o šemi informacija koja vam pomaže da razumete svet i upravljate njime. Ideje se javljaju u raznim oblicima i veličinama, od složenih i analitičkih do jednostavnih i estetskih.
Here are just a few examples shared from the TED stage. Sir Ken Robinson -- creativity is key to our kids' future.
Evo nekih primera sa TED bine. Ser Ken Robinson - kreativnost je ključ budućnosti naše dece.
(Video) Sir Ken Robinson: My contention is that creativity now is as important in education as literacy, and we should treat it with the same status.
(Video) Ser Ken Robinson: Moj argument je da je danas kreativnost jednako važna u obrazovanju kao pismenost, i trebalo bi da joj damo isti status.
Chris Anderson: Elora Hardy -- building from bamboo is beautiful.
Kris Anderson: Elora Hardi - građevine od bambusa su prelepe.
(Video) Elora Hardy: It is growing all around us, it's strong, it's elegant, it's earthquake-resistant.
(Video) Elora Hardi: On raste svuda oko nas, čvrst je, elegantan, otporan na zemljotres.
CA: Chimamanda Adichie -- people are more than a single identity.
KA: Čimamanda Adiči - ljudi su više od samo jednog identiteta.
(Video) Chimamanda Adichie: The single story creates stereotypes, and the problem with stereotypes is not that they are untrue, but that they are incomplete.
(Video) Čimamanda Adiči: Pojedinačna priča stvara stereotipe, a problem sa stereotipima nije u tome što su neistiniti, nego što su nepotpuni.
CA: Your mind is teeming with ideas, and not just randomly. They're carefully linked together. Collectively they form an amazingly complex structure that is your personal worldview. It's your brain's operating system. It's how you navigate the world. And it is built up out of millions of individual ideas.
KA: Vaš um vrvi od ideja, ali ne nasumično. One su pažljivo međusobno povezane. Zajedno, formiraju neverovatno složenu strukturu koja čini vaš lični pogled na svet. To je operativni sistem vašeg mozga, način na koji upravljate svetom, i sagrađen je od miliona individualnih ideja.
So, for example, if one little component of your worldview is the idea that kittens are adorable, then when you see this, you'll react like this. But if another component of your worldview is the idea that leopards are dangerous, then when you see this, you'll react a little bit differently. So, it's pretty obvious why the ideas that make up your worldview are crucial. You need them to be as reliable as possible -- a guide, to the scary but wonderful real world out there.
Na primer, ako je jedan delić vašeg pogleda na svet ideja da su mačići neodoljivi, onda ćete na ovo reagovati ovako. Međutim, ako je neki drugi deo vašeg pogleda na svet ideja da su leopardi opasni, onda ćete kad vidite ovo, reagovati malo drugačije. Dakle, prilično je očigledno zašto su važne ideje koje čine vaše viđenje sveta. Potrebno vam je da budu najsigurnije moguće - vodič, za zastrašujuć, ali divan svet.
Now, different people's worldviews can be dramatically different. For example, how does your worldview react when you see this image:
Sad, pogledi na svet različitih ljudi mogu se dramatično razlikovati. Na primer, kako vaše viđenje sveta reaguje nada vidite ovu sliku:
(Video) Dalia Mogahed: What do you think when you look at me? "A woman of faith," "an expert," maybe even "a sister"? Or "oppressed," "brainwashed," "a terrorist"?
(Video) Dalija Mogahed: Šta pomislite kad me pogledate? „Religiozna žena“, „stručnjak“, možda čak i „sestra“? Ili „ugnjetavana“, „ispranog mozga“, „terorista“?
CA: Whatever your answer, there are millions of people out there who would react very differently. So that's why ideas really matter. If communicated properly, they're capable of changing, forever, how someone thinks about the world, and shaping their actions both now and well into the future. Ideas are the most powerful force shaping human culture.
KA: Kakav god da je vaš odgovor, postoje milioni ljudi koji bi reagovali veoma različito. Zato su ideje zaista važne. Ako se dobro prenesu, imaju sposobnost da zauvek promene nečije mišljenje o svetu i uobliče njihove postupke, kako sada, tako i u budućnosti. Ideje su najmoćnija sila koja oblikuje kulturu ljudi.
So if you accept that your number one task as a speaker is to build an idea inside the minds of your audience, here are four guidelines for how you should go about that task:
Ako prihvatite da vam je, kao govorniku, najvažniji zadatak da izgradite ideju unutar umova vaše publike, evo četiri saveta za pristupanje tom zadatku:
One, limit your talk to just one major idea. Ideas are complex things; you need to slash back your content so that you can focus on the single idea you're most passionate about, and give yourself a chance to explain that one thing properly. You have to give context, share examples, make it vivid. So pick one idea, and make it the through-line running through your entire talk, so that everything you say links back to it in some way.
prvo, ograničite svoj govor samo na jednu veliku ideju. Ideje su složene stvari; morate da smanjite sadržaj kako biste se usredsredili na jednu ideju koja vam je najvažnija, i kako biste imali šansu da tu jednu stvar adekvatno objasnite. Morate je staviti u kontekst, dati primere, učiniti je opipljivom. Dakle, odaberite jednu ideju i neka ona bude nit koja prožima ceo vaš govor, tako da sve što kažete na neki način vodi nazad do nje.
Two, give your listeners a reason to care. Before you can start building things inside the minds of your audience, you have to get their permission to welcome you in. And the main tool to achieve that? Curiosity. Stir your audience's curiosity. Use intriguing, provocative questions to identify why something doesn't make sense and needs explaining. If you can reveal a disconnection in someone's worldview, they'll feel the need to bridge that knowledge gap. And once you've sparked that desire, it will be so much easier to start building your idea.
Drugo, dajte svojim slušaocima razlog da im bude stalo. Pre nego što počnete da izgrađujete nešto u umovima svoje publike, morate dobiti njihovu dozvolu da vas prime. A glavni alat da postignete to? Radoznalost. Pokrenite radoznalost kod svoje publike. Koristite zanimljiva, provokativna pitanja da biste otkrili zašto nešto nema smisla i potrebno je objasniti ga. Ako u nečijem pogledu na svet otkrijete nepovezanost, oni će imati potrebu da premoste taj jaz u znanju. Kad jednom pokrenete tu želju, biće mnogo lakše da počnete da gradite svoju ideju.
Three, build your idea, piece by piece, out of concepts that your audience already understands. You use the power of language to weave together concepts that already exist in your listeners' minds -- but not your language, their language. You start where they are. The speakers often forget that many of the terms and concepts they live with are completely unfamiliar to their audiences. Now, metaphors can play a crucial role in showing how the pieces fit together, because they reveal the desired shape of the pattern, based on an idea that the listener already understands.
Treće, gradite svoju ideju, deo po deo, iz koncepata koje publika već razume. Koristite moć jezika da spojite koncepte koji već postoje u umovima vaših slušalaca - ali ne svog jezika, njihovog jezika. Krenite sa mesta na kom se oni nalaze. Govornici često zaboravljaju da su mnogi termini sa kojima žive potpuno nepoznati njihovoj publici. Metafore mogu odigrati značajnu ulogu u uklapanju delova slagalice, jer otkrivaju željeni oblik, zasnovan na ideji koju slušalac već razume.
For example, when Jennifer Kahn wanted to explain the incredible new biotechnology called CRISPR, she said, "It's as if, for the first time, you had a word processor to edit DNA. CRISPR allows you to cut and paste genetic information really easily." Now, a vivid explanation like that delivers a satisfying aha moment as it snaps into place in our minds. It's important, therefore, to test your talk on trusted friends, and find out which parts they get confused by.
Na primer, kad je Dženifer Kan želela da objasni neverovatnu novu biotehnologiju, CRISPR, rekla je: „To je kao da, po prvi put, imate računar za obradu DNK. CRISPR van omogućava da veoma lako sečete i lepite genetske informacije.“ Tako slikovito objašnjenje dovodi do zadovoljavajućeg „aha“ trenutka kad klikne na svoje mesto u našem mozgu. Stoga je važno da svoj govor testirate na svojim prijateljima, da otkrijete koji delovi ih zbunjuju.
Four, here's the final tip: Make your idea worth sharing. By that I mean, ask yourself the question: "Who does this idea benefit?" And I need you to be honest with the answer. If the idea only serves you or your organization, then, I'm sorry to say, it's probably not worth sharing. The audience will see right through you. But if you believe that the idea has the potential to brighten up someone else's day or change someone else's perspective for the better or inspire someone to do something differently, then you have the core ingredient to a truly great talk, one that can be a gift to them and to all of us.
Četvrto, ovo je poslednji savet: neka vaša ideja bude vredna širenja. To znači da postavite sebi pitanje: „Kome ova ideja koristi?“ Budite iskreni u svom odgovoru. Ako ideja služi samo vama ili vašoj organizaciji, onda, žao mi je, verovatno nije vredna širenja. Publika će vas prozreti. Međutim, ako verujete da ta ideja ima potencijala da nekome ulepša dan, da nekome na bolje promeni shvatanje ili inspiriše nekoga da nešto uradi drugačije, onda imate ključni sastojak za zaista dobar govor, koji može biti dar svima nama.