每一個站在TED演講臺上的演講者都是那麼光彩奪人，他們的演講總能帶給我們新的關於這個世界的思考。他們成功的演講後面又有多少不為人知的付出呢?今天我們一起來欣賞以下的TED演講。
TED演講的秘密：如何讓你的演講一鳴驚人
Since the first TED conference, 30 years ago, speakers have run the gamut from political figures, musicians, and TV personalities who are completely at ease before a crowd to lesser-known academics, scientists, and writers—some of whom feel deeply uncomfortable giving presentations. Over the years, we’ve sought to develop a process for helping inexperienced presenters to frame, practice, and deliver talks that people enjoy watching. It typically begins six to nine months before the event, and involves cycles of devising (and revising) a>
自三十年前第一屆TED大會以來，我們邀請了各領域的講者，有在觀眾面前表現得十分淡定從容的政治家、音樂家和電視演員，也有不知名的學術家、科學家和作者，而在這群人中，有些人在演講時會感到極不自在。這些年來，我們探索出一套程序，能幫助缺乏經驗的講者表達、演練並最終做出為人喜愛的演講。這個程序一般在大會舉辦前九到六個月開始，包括不斷設計（以及修訂）講稿、排練以及大量的微調。我們也一直在改進具體的方法——因為公眾演講藝術也隨著時代變化而變化——但從公眾的反饋來看，基本的一些方法是很有效果的：TED視頻自2006年上線以來至今已被觀看十億多次。
On the basis of this experience, I’m convinced that giving a good talk is highly coachable. In a matter of hours, a speaker’s content and delivery can be transformed from muddled to mesmerizing. And while my team’s experience has focused on TED’s 18-minutes-or-shorter format, the lessons we’ve learned are surely useful to other presenters—whether it’s a CEO doing an IPO road show, a brand manager unveiling a new product, or a start-up pitching to VCs.
基於這方面的經驗，我相信一個好的演講其實可以通過大量訓練得來。在區區幾小時內，演講的內容和敘述方式就可以由混沌不清變得精彩動人。我們團隊所專注的18分鐘甚至更短的演講形式，對其他演講者也很有用，無論是做IPO路演的CEO，發佈新產品的品牌經理，亦或尋求風投的創業者。
Frame Your Story
做好提綱
There’s no way you can give a good talk unless you have something worth talking about. Conceptualizing and framing what you want to say is the most vital part of preparation.
除非你有值得一說的東西，不然你就做不了一個好的演講。而對你想說的內容進行提煉和建立結構是準備過程中最重要的部分。
Find the Perfect Mix of Data and Narrative
找準事例和敘事的平衡
We all know that humans are wired to listen to stories, and metaphors abound for the narrative structures that work best to engage people. When I think about compelling presentations, I think about taking an audience on a journey. A successful talk is a little miracle—people see the world differently afterward.
我們都知道人們很喜歡聽故事，而那些最引人入勝的敘述結構中都有著大量的隱喻。當我想到要做一個扣人心絃的演講，在我腦海中浮現的是去帶著觀眾踏上一段旅途。一個成功的演講是一個小小的奇蹟，人們由此看到不同的世界。
If you frame the talk as a journey, the biggest decisions are figuring out where to start and where to end. To find the right place to start, consider what people in the audience already know about your subject—and how much they care about it. If you assume they have more knowledge or interest than they do, or if you start using jargon or get too technical, you’ll lose them. The most engaging speakers do a superb job of very quickly introducing the topic, explaining why they care so deeply about it, and convincing the audience members that they should, too.
如果你把故事當作一段旅途，最重要的便是找出從哪裡開始、到哪裡結束。想想觀眾們對你的故事可能已經有了哪些瞭解、他們有多關心它，以此找到合適的起點。若你高估了觀眾的知識儲備或者對話題的興趣，亦或你開始使用術語搞得太專業，你就失去觀眾了。最棒的演講者會非常快速地介紹主題，解釋他們自己為什麼會對這個話題感興趣，並說服觀眾相信他們也應該關注這個主題。
The biggest problem I see in first drafts of presentations is that they try to cover too much ground. You can’t summarize an entire career in a single talk. If you try to cram in everything you know, you won’t have time to include key details, and your talk will disappear into abstract language that may make sense if your listeners are familiar with the subject matter but will be completely opaque if they’re new to it. You need specific examples to flesh out your ideas. So limit the scope of your talk to that which can be explained, and brought to life with examples, in the available time. Much of the early feedback we give aims to correct the impulse to sweep too broadly. Instead, go deeper. Give more detail. Don’t tell us about your entire field of study—tell us about your unique contribution.
我在演講者的初稿中發現的最大問題是會涵蓋太多內容。你無法在一個演講中去概括整個行業。如果你試圖將你知道的所有東西都塞進演講，那就沒時間去舉出關鍵的細節了，而且你的演講會因各種抽象的語言而晦澀難懂，從而會導致本身就懂的人能聽得懂，而之前不懂的人就不知所云了。你需要舉出具體的例子來使你的想法有血有肉充實起來。所以，把你的演講侷限在可以被解釋清楚的範圍內，並且在有限的時間裡儘量舉出例子使演講生動起來。我們在籌備前期給講者的反饋大多是建議他們不要太沖動，不要一心想把所有東西都納入到一個短短的演講。相反地，要深入。不要告訴我們你研究的整個領域，告訴我們你的獨特貢獻。
If a talk fails, it’s almost always because the speaker didn’t frame it correctly, misjudged the audience’s level of interest, or neglected to tell a story. Even if the topic is important, random pontification without narrative is always deeply unsatisfying. There’s no progression, and you don’t feel that you’re learning.
如果一個演講失敗了，幾乎都是因為講者沒有設計好整個故事，錯誤估計了觀眾的興趣點，或者忽略了故事本身。即使話題再重要，沒有足夠的敘述作為鋪墊，反而偶然冒出一些武斷的意見總會讓人感到不爽。沒有一個遞進的過程，就不會感到自己有所收穫。
Plan Your Delivery
想好你的演講方式
Once you’ve got the framing down, it’s time to focus on your delivery. There are three main ways to deliver a talk. You can read it directly off a>
一旦你想好怎麼說故事了，就可以開始重點考慮具體的演講方式。發表一個演講有三個主要的途徑：你可以照著手稿或提詞器直接讀；你可以記下演講提綱來提示你要講的具體內容而不是把整個演講都記下來；或者你可以記住全部內容，當然這需要大量的排練預演，直到你能把每個字一一記在腦海。
My advice: Don’t read it, and don’t use a teleprompter. It’s usually just too distancing—people will know you’re reading. And as soon as they sense it, the way they receive your talk will shift. Suddenly your intimate connection evaporates, and everything feels a lot more formal.
我的建議是：別照著讀，也別使用提詞器。提詞器通常會有一段距離，人們會知道你在照著讀。並且一旦他們發現了，他們的注意力就會轉移。突然你就與觀眾變得疏遠，你說的一切都變得官方。
Many of our best and most popular TED Talks have been memorized word for word. If you’re giving an important talk and you have the time to do this, it’s the best way to go. But don’t underestimate the work involved. One of our most memorable speakers was Jill Bolte Taylor, a brain researcher who had suffered a stroke. She talked about what she learned during the eight years it took her to recover. After crafting her story and undertaking many hours of solo practice, she rehearsed her talk dozens of times in front of an audience to be sure she had it down.
我們很多最受歡迎的TED演講都是逐字逐句完全記下來的。如果你有充裕的時間做這樣的準備，這其實會是最好的演講方式。不過不要低估這項準備工作所需要的時間。TED上最令人難忘的一個講者是泰勒博士，一位得過中風的腦部研究專家。她分享了自己在這八年的大腦恢復期間學到了什麼。在仔細雕琢並一個人練習了數十小時後，她又在一個觀眾面前演練了十幾次以保證她的演講可以成功。
Obviously, not every presentation is worth that kind of investment of time. But if you do decide to memorize your talk, be aware that there’s a predictable arc to the learning curve. Most people go through what I call the “valley of awkwardness,” where they haven’t quite memorized the talk. Getting past this point is simple, fortunately. It’s just a matter of rehearsing enough times that the flow of words becomes second nature. Then you can focus on delivering the talk with meaning and authenticity. Don’t worry—you’ll get there.
顯然，不是每一個演講都值得如此耗費時間準備。不過如果你決定脫稿，那你就要懂得學習曲線的大概形狀是什麼樣子。大多數人都會經歷一個“抓狂的低谷期”，此時他們並不能很好地脫稿演講。想要走出這個低谷期很簡單，只要充分進行排練，一句話接一句話習慣成自然。之後你就可以把準備的重點放在演講內容的意義和真實性上了。不要慌，你能行。
But if you don’t have time to learn a speech thoroughly and get past that awkward valley, don’t try. Go with bullet points on note cards. As long as you know what you want to say for each one, you’ll be fine. Focus on remembering the transitions from one bullet point to the next.
不過如果你沒有足夠時間準備並渡過低谷期，那就別試了。用小卡片記下演講要點吧。只要你知道每一個點該如何展開就夠了。特別要記住如何從一個要點過渡到另一個要點。
Also pay attention to your tone. Some speakers may want to come across as authoritative or wise or powerful or passionate, but it’s usually much better to just sound conversational. Don’t force it. Don’t orate. Just be you.
與此同時，你還要注意自己的語氣。有些講者傾向於較為權威、裝逼、強硬或熱切的語氣，可是談話式的語氣會聽上去更令人舒服。彆強求，莫裝逼，做自己。
If a successful talk is a journey, make sure you don’t start to annoy your travel companions along the way. Some speakers project too much ego. They sound condescending or full of themselves, and the audience shuts down. Don’t let that happen.
如果成功的演講是一次旅途，那就不要在過程中惹惱你的旅伴。有些講者表現的太過於自我。他們表現的特牛逼、人生特圓滿，觀眾就會特無語。千萬別這樣。
Develop Stage Presence
端正颱風
The biggest mistake we see in early rehearsals is that people move their bodies too much. They sway from side to side, or shift their weight from one leg to the other. People do this naturally when they’re nervous, but it’s distracting and makes the speaker seem weak. Simply getting a person to keep his or her lower body motionless can dramatically improve stage presence. There are some people who are able to walk around a stage during a presentation, and that’s fine if it comes naturally. But the vast majority are better off standing still and relying on hand gestures for emphasis.
我們在早期排練時候發現的最常見的錯誤是人們會過於頻繁地移動身體。他們會晃來晃去，或者把重心在兩腿間不停移動。人們在緊張的時候常常不自覺的這樣，但是如此容易分散觀眾的注意力，而且使演講者看上去沒有說服力。只要減少下半身的移動就可大大提高臺風。不過也有人能夠在演講時在舞臺上自如地走動，當然，只要足夠自然倒也無妨。但對於大部分人最好還是站定了不要晃，僅通過手部姿勢來強調重點。
Perhaps the most important physical act onstage is making eye contact. Find five or six friendly-looking people in different parts of the audience and look them in the eye as you speak. Think of them as friends you haven’t seen in a year, whom you’re bringing up to date on your work. That eye contact is incredibly powerful, and it will do more than anything else to help your talk land. Even if you don’t have time to prepare fully and have to read from a>
在臺上最關鍵的肢體語言或許應該是眼神交流。在觀眾席裡找五六位看起來順眼的，在演講時用眼神和她們交流。把他們當成你很久沒見的老朋友，想象你正把他們帶進你的工作中來。這樣的眼神交流相當有效，它比其他任何方法都要對你的演講有幫助。即使你沒有充足的時間做好準備，必須得照著稿子讀，那麼抬起頭做一些眼神上的交流會讓一切變得不同。
Another big hurdle for inexperienced speakers is nervousness—both in advance of the talk and while they’re onstage. People deal with this in different ways. Many speakers stay out in the audience until the moment they go on; this can work well, because keeping your mind engaged in the earlier speakers can distract you and limit nervousness. Amy Cuddy, a Harvard Business School professor who studies how certain body poses can affect power, utilized one of the more unusual preparation techniques I’ve seen. She recommends that people spend time before a talk striding around, standing tall, and extending their bodies; these poses make you feel more powerful. It’s what she did before going onstage, and she delivered a phenomenal talk. But I think the single best advice is simply to breathe deeply before you go onstage. It works.
對無經驗的演講者而言，另一個大挑戰就是緊張，不管是在臺前還是臺上。不同人應對緊張有不同的處理方法。很多講者在演講前會呆在觀眾席中，這方法很有效，因為聽前面的演講者演講可以轉移注意力並減少緊張。哈佛商學院的一位教授艾米·卡迪（Amy Cuddy）研究了怎樣的姿勢可以產生氣場，她運用了我見過的最不同尋常的準備技巧。她建議講者們在演講前到周圍大步走一走，站在高處，或伸展四肢，這些姿勢都可以使你倍感自信。她自己上臺前就是如此做的，而且她做的演講精彩非凡。不過我認為最簡單且實用的方法就是上臺前做一下深呼吸。真心有效。
Plan the Multimedia
恰當採用多媒體技術
With so much technology at our disposal, it may feel almost mandatory to use, at a minimum, presentation slides. By now most people have heard the advice about PowerPoint: Keep it simple; don’t use a slide deck as a substitute for notes (by, say, listing the bullet points you’ll discuss—those are best put on note cards); and don’t repeat out loud words that are on the slide. Not only is reciting slides a variation of the teleprompter problem—“Oh, no, she’s reading to us, too!”—but information is interesting only once, and hearing and seeing the same words feels repetitive. That advice may seem universal by now, but go into any company and you’ll see presenters violating it every day. Many of the best TED speakers don’t use slides at all, and many talks don’t require them. If you have photographs or illustrations that make the topic come alive, then yes, show them. If not, consider doing without, at least for some parts of the presentation.
現在為我們所用的多媒體技術數不勝數，所以覺得怎麼也得用幻燈片吧，什麼都不用都覺得對有點不起觀眾。現在大多數人都知道PPT的訣竅：保持簡潔；不要把幻燈片做成演講稿（就好比列出你所要講的每一點——這些最好寫在你手中的小卡片裡）；不要把幻燈片上的內容原封不動地大聲念出來。除了可能出現類似於使用提詞器時會出現的問題之外——“我勒個去她也在照讀！”——往往只有最新鮮的信息才能調動人們的興趣，人們不喜歡重複地看到和聽到相同的信息。現在大家應該都很明白這點，但如果去各種公司看看，每天依然有人在演講時犯這種錯誤。許多頂尖的TED演講者不用幻燈片，而且很多演講內容也不需要它。如果你要展示一些照片或插圖使話題更生動的話，那就用吧，否則，至少對於演講的某些部分來說，儘量別用。
Video has obvious uses for many speakers. Used well, video can be very effective, but there are common mistakes that should be avoided. A clip needs to be short—if it’s more than 60 seconds, you risk losing people. Don’t use videos—particularly corporate ones—that sound self-promotional or like infomercials; people are conditioned to tune those out. Anything with a soundtrack can be dangerously off-putting. And whatever you do, don’t show a clip of yourself being interviewed on, say, CNN. I’ve seen speakers do this, and it’s a really bad idea—no one wants to go along with you on your ego trip. The people in your audience are already listening to you live; why would they want to simultaneously watch your talking-head clip on a screen?
視頻對很多講者都很有用處。恰當地使用視頻可以讓演講變得效果非凡，不過也有一些常犯的錯誤需要避免。視頻剪輯需要足夠短——如果長於1分鐘，你就有可能要失去觀眾了。特別需注意的是，不要使用企業視頻，這看起來像自我宣傳或資訊廣告，觀眾其實會自動屏蔽。任何帶配樂的視頻都可能會讓人倒胃口。而且無論如何，別放你自己被什麼CNN啊之類採訪的視頻。我曾看過有演講者這麼做，而且真不怎麼樣——沒人會想要了解你的自大。觀眾已經在你面前聽你現場演講了，為什麼還要同時讓他們到看你出現在新聞採訪的特寫鏡頭中呢?
Ultimately I learned firsthand what our speakers have been discovering for three decades: Presentations rise or fall on the quality of the idea, the narrative, and the passion of the speaker. It’s about substance, not speaking style or multimedia pyrotechnics. It’s fairly easy to “coach out” the problems in a talk, but there’s no way to “coach in” the basic story—the presenter has to have the raw material. If you have something to say, you can build a great talk. But if the central theme isn’t there, you’re better off not speaking. Decline the invitation. Go back to work, and wait until you have a compelling idea that’s really worth sharing.
總之，我親身體會了我們的講者在這30年裡所挖掘出來的東西：演講的成功取決於這個想法的質量、敘述表達的方式以及演講者的情感。這和內容有關，而不是演講的風格或是各種絢爛的多媒體。通過訓練，演講中的小毛病很容易就被剔除，但單靠訓練卻沒辦法樹立起整個故事和想法本身——演講者心中必須要有貨。如果你有要說的東西，你就可以做出很讚的演講。不過如果沒有一箇中心思想，那你最好是別說了。拒絕演講邀請，回去工作，等到你真正有值得分享的想法再來。
每一位成功者的背後都隱藏著許多不為人知的辛勤付出，想要萬丈光芒，就要懂得在黑暗中不斷摸索前行！
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