Free How to Deliver a Great TED Talk: Presentation Secrets of the World's Best Speakers (How to Give a TED Talk) by Akash Karia Page A

clients was Pepsi. And Pepsi came to Howard and they said, “You know, there’s this new thing called aspartame, and we would like to make Diet Pepsi. We’d like you to figure out how much aspartame we should put in each can of Diet Pepsi, in order to have the perfect drink.” Right? Now that sounds like an incredibly straightforward question to answer, and that’s what Howard thought. Because Pepsi told him, “Look, we’re working with a band between eight and 12 percent. Anything below eight percent sweetness is not sweet enough, anything above 12 percent sweetness is too sweet. We want to know, what’s the sweet spot between eight and 12?” Now, if I gave you this problem to do, you would all say, it’s very simple. What we do, is you make up a big experimental batch of Pepsi, at every degree of sweetness — eight percent, 8.1, 8.2, 8.3, all the way up to 12 — and we try this out with thousands of people, and we plot the results on a curve, and we take the most popular concentration. Right? Really simple.
Howard does the experiment, and he gets the data back, and he plots it on a curve, and all of a sudden he realizes it’s not a nice bell curve. In fact, the data doesn’t make any sense. It’s a mess. It’s all over the place…”
    Click here to watch Gladwell’s full TEDTalk.
    INTERVIEW INTERESTING PEOPLE
    You don’t necessarily have to look through academic research to find great stories, although it is a good place to look for interesting stories which are relatively unknown to the general population. You can also tell interesting third-person stories about your friends, family and people who you’ve interviewed. For example, in his TED talk, Sir Ken Robinson shares the story of Gillian, a choreographer he interviewed for his book:
…Anyway, Gillian and I had lunch one day and I said, “Gillian, how’d you get to be a dancer?” And she said it was interesting; when she was at school, she was really hopeless. And the school, in the ‘30s, wrote to her parents and said, “We think Gillian has a learning disorder.” She couldn’t concentrate; she was fidgeting. I think now they’d say she had ADHD. Wouldn’t you? But this was the 1930s, and ADHD hadn’t been invented at this point. It wasn’t an available condition. (Laughter) People weren’t aware they could have that.
Anyway, she went to see this specialist. So, this oak-paneled room, and she was there with her mother, and she was led and sat on this chair at the end, and she sat on her hands for 20 minutes while this man talked to her mother about all the problems Gillian was having at school. And at the end of it — because she was disturbing people; her homework was always late; and so on, little kid of eight — in the end, the doctor went and sat next to Gillian and said, “Gillian, I’ve listened to all these things that your mother’s told me, and I need to speak to her privately.” He said, “Wait here. We’ll be back; we won’t be very long,” and they went and left her. But as they went out the room, he turned on the radio that was sitting on his desk. And when they got out the room, he said to her mother, “Just stand and watch her.” And the minute they left the room, she said, she was on her feet, moving to the music. And they watched for a few minutes and he turned to her mother and said, “Mrs. Lynne, Gillian isn’t sick; she’s a dancer. Take her to a dance school.”
I said, “What happened?” She said, “She did. I can’t tell you how wonderful it was. We walked in this room and it was full of people like me. People who couldn’t sit still. People who had to move to think.” Who had to move to think. They did ballet; they did tap; they did jazz; they did modern; they did contemporary. She was eventually auditioned for the Royal Ballet School; she became a soloist; she had a wonderful career at the Royal Ballet. She eventually graduated from the Royal Ballet School and founded her own company — the