The Truth in Ten

How Do You Stand Out When You're Small & Quiet?   Greta Thunberg started a global movement and her words have inspired millions of young folks to speak truth to power and act, but she's a reluctant influencer who doesn't want the spotlight. As I work through Penguin's Green Ideas Series as part of a 20 books in 20 days challenge, I'm starting with book 1 - a short book containing excerpts of Greta's speeches.   In this short episode I share a couple of thoughts on this book and what makes Greta so remarkable - not just what she says, but when ashe says it. The timelines of her rise to significance are astonishing. Listen to this short episode and you'll see why.   EPISODE LINKS Greta @ TEDxStockholm Greta x The 1975 I Am Greta [Documentary] Greta's first Instagram post Speeches of Greta Penguin Books - Green Ideas Series Follow my #20GreenIdeas challenge on Linkedin   EPISODE TRANSCRIPT When Greta Thunberg gave her first TEDx talk in Stockholm, she didn't command the stage with sweeping gestures. She didn't vary her tone with any theatrical flair. She was nervous and anxious. She stood still. Her voice was quiet. Her delivery was flat, almost monotone. And by every traditional public speaking rulebook, she broke all the "shoulds." But what she said—moved the world. Greta doesn't show up to entertain. She shows up to tell the truth. Her speech wasn't polished. It was pure. It wasn't performative. It was purposeful. She didn't try to be engaging. She tried to be heard. And she was. By millions. Greta's story reminds us that powerful communication doesn't require charisma, confidence, or perfect posture. It requires courage. You don't need to be loud to be listened to. You don't need to be smooth to be sincere. You just need to mean it. So if you've ever felt too awkward, too anxious, too introverted—or simply too different—to speak up, remember Greta. Her voice have never followed the rules. It rewrote them. [RULES] I've just started a 20 day challenge to read 20 books in 20 days from Penguin's Green Ideas series. As I was reading the first book of the Greta's book, I was just left with an overwhelming belief that your voice matters. Your story can change everything. Even if it shakes. Even if it stumbles. Even if it's quiet. Especially then. Everything you need to know is in the title. "No one is too small to make a difference." Greta's book in the series contains excerpts of her speeches. But as someone who studies speeches for a living, some of Greta's speeches are not easy to read – or to listen to. I'd like to play you one now. Bear with me.  This is the opening 2 minutes of her first ever public speech TEDxStockholm – an 11-minute speech given on 24th November 2018 - just 96 days after she started her "Friday's for Future" solo school strike outside the Swedish Parliament on 20th August 2018. [GRETA TEDxSTOCKHOLM] She gave that talk less than 100 days after first deciding to take a stand. A shy, autistic girl, who just decided that despite her age, background or experience – was was going to take a stand do something that she believed in. Not only that – she didn't even have any influence. It's not like she had famous influencer friends, a celebrity mum or dad, media following her or any money to promote her cause – she just sat down on her own, with a sign, her school bag, a bottle of water and some sandwiches – determined to do that every Friday until the Swedish government agreed to fall in line with the Paris Agreement (a landmark treaty created in 2016 and signed by countries who would agree to work together to keep global temperature rise below 1.5 degrees C.). By 2018 it was clear to Greta that Sweden wasn't doing what it promised, so she decided to take a stand In fact, if you go on Greta's Instagram and scroll back to 20th August 2018, you'll notice that not only was it written in Swedish, but it wasn't formatted well and didn't contain any hashtags. Greta had no idea what she was doing on social media. She just wanted to do something. She wants the spotlight but she doesn't want fame. In her speeches she's said many time, "Don't listen to me – listen to the science." She shines her light on the science and not herself. And I think that's what makes her special. Because just 110 days after Greta stood on that red circle to give her talk, she was nominated for the Nobel Peace Prize. Think about that.  Think about how much we want conditions to be perfect before we decided to do something.  Greta went from an anonymous school striker to a keynote speaker in 96 days. And then she went from an awkward keynote speaker to Nobel prize nominee in 110 days. How does that make you feel about what is possible in 100 days? She became the catalyst of a whole movement which inspired millions of young people around the world to do something. She was the right person, with the right message, at EXACTLY the right time. Bill Gates once said, "Most people overestimate what they can do in one year and underestimate what they can do in ten years." In her wildest dreams I don't think Greta could have imagined the impact that her quiet voice would have, but as I read the speeches in this little book, I am blown away by the idea that "No one is too small to make a difference" is not just the title of a book – it's a philosophy for activists, and purpose-driven leaders everywhere that no matter how little influence or experience you think you have – your words can create ripples in a pond which you can't even imagine how many people they could affect. And I think that's the thing. Agree with her or vilify her.. She's not a confident speaker, but she's a brilliant writer. The titles of her speeches say more than many other people's entire speeches: ·   Wherever I Go I Seem To Be Surrounded By Fairy Tales. Cathedral Thinking I'm Too Young To Do This You Can't Simply Make Up Your Own Facts You're Acting Like Spoiled Irresponsible Children We Will Not Allow You To Surrender On Our Future The People Are The Hope Hope So let me leave you with a gorgeous montage of some of Greta's words, put together by one of my favourite bands The 1975. Until next time… Tell Stories That Matter. -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. -- 

How Do You (Really) Connect With An Audience?   This episode focuses on the hero in every good story: The audience. As presenters, especially in business, we often spend too much time focusing on what we want to say, and not enough time focused on what our audience needs to hear. In this episode we ponder Grammy award winning musician Jacob Collier's take, on how to truly connect with an audience. If you really loved Rick Rubin's book The Creative Act - then like me, you'll probably find this episode particularly provocative. Enjoy. 💙   EPISODE LINKS About Jacob [WIKIPEDIA] In the Room Where It Happens [BBC doc] Colin & Samir interview the "Mozart of Gen-Z" Music clip from Jacob playing "Fix You" with Chris Martin at the O2 Jacob at MIT (The Science of Musical Storytelling) EPISODE TRANSCRIPT How Do You (Really) Connect With An Audience? Today's episode is about one of the most extraordinary creative forces of our time. Jacob Collier is a Grammy-winning musician, a scientist of sound, and a master storyteller whose work defies categories. If you haven't heard his name, you've definitely felt his influence—whether through his viral multi-instrumental YouTube videos, his genre-bending albums, or his collaborations with legends like Herbie Hancock, Hans Zimmer, and Coldplay. Jacob was "discovered" by none other than Quincy Jones, who called him "a creative genius"—and it's easy to see why. He doesn't just make music. He builds entire universes. He uses cutting-edge tech—from looping pedals to AI-assisted tools—but always in service of something deeply human: emotional connection, curiosity, and joy. At a time when many leaders fear technology might make our work less personal, Jacob shows us the opposite: that when used with intention, innovation can amplify—not replace—the soul of creativity. I wanted to record this short episode for anyone who wants to reach an audience, not just through what they say, but through what they make people feel. And that's the purpose of a great story – to make an audience FEEL something. So, whether you're a CMO, a founder, or a future-thinker wrestling with the future of work, Jacob's approach to audience connection will inspire you to think bigger, and create braver. Let's dive in shall we? [JACOB x COLIN & SAMIR] This is one of those episodes I wish was a few hours long, but since it's not – I want to focus on one thing. The audience. Because apart from Jacob's insane talent - if there's one title I'd use to describe him it's that he's a "Conductor of Audiences". I love that because as storytellers in business – that's something we all need to do. We need to conduct audience and connect with them as we try to inform, influence, educate and entertain them. We often get so wrapped up in our content that it's often easy to forget that the real hero in any story is the audience. I think it's our jobs to tell them stories as fast and as compellingly as possible and never forget that we are doing what we do for them. And that's what really brings me to what I wanted to share in this episode. I'm a big fan of Rick Rubin and his book The Creative Act but when Rick said "the audience always comes last" that's where I have a problem. Even if we are creating art in the purest sense, there's nothing wrong with making something for the purpose of pleasing a particular audience. So that's why I'd love you to listen to this short clip from Jacob talking with Colin & Samir on YouTube, which gives you an insight into how this maestro thinks about audiences.  It's 4 and a half minutes long but it's a wonderful conversation which I really want you to hear because it's all about storytelling – and the difference between doing something for yourself – and doing something for others…. [COLIN & SAMIR INTERVIEW] Food for thought isn't it? When I think about the ART and science of storytelling – I feel like we need to have a good grasp about what kind of art we are making. Jeff Koons makes art for a commercial audience. I've heard Tom Ford talking about how he see's his clothes as commercial art. Just because we're making something for an audience doesn't mean it's not art. It's arrogant and elitist to say otherwise isn't it? There's a great clip from leadership coach John Maxwell which goes something like "at the end of the day – people are not persuaded by what you say but by what they understand." I love that quote because it's not about what I want to say – it's about what the audience needs to hear. Until next time – go tell better stories and find some audiences to inspire!   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --  

How Do Opinion Writers Win Hearts & Minds?   That's the challenge that faces New York times opinion writer Thomas L. Friedman each day. Tom is a master at the art of provocative persuasion, and I had the pleasure of meeting him a few years back in Minnesota. He's the author of "Thank You For Being Late", the recipient of 3 Pulitzer Prizes and, most interestingly, the most engaged journalist (in terms or trafic and comments) that the New York Times has ever had. In this episode, I take a quick but compelling look behind the scenes at how he writes, so that we can become better at sharing our own opinions in the workplace.    EPISODE LINKS Thank You For Being Late: Tom's fireside chat at Google Thank You For Being Late [BOOK] Original video of the "Heating & Lighting" Clip Tom's column in the NY Times EPISODE TRANSCRIPT How Do You Win Hearts & Minds To Your Way Of Thinking? That's the challenge that faces New York times opinion writer Thomas L. Friedman. How Do You Win Hearts & Minds To Your Way Of Thinking? That's the challenge that faces New York times opinion writer Thomas L. Friedman. Tom Friedman is a master at the art of provocative persuasion and I had the pleasure of meeting him a few years back in Minnesota. If there's one journalist who has mastered the art of making you think, argue, and—most importantly—act, it's New York Times opinion writer Thomas Friedman. Love him or loathe him, you can't ignore him. With a style that's as sharp as it is relentless, Tom has spent decades shaping the way we understand globalization, the Middle East, and the environment, winning three Pulitzer Prizes along the way. He doesn't just report on the world—he forces you to wrestle with its contradictions, its complexities, and its consequences. But Friedman isn't just a commentator; he's a case study in what it means to communicate with conviction. His writing isn't just opinion—it's an invitation (or sometimes a shove) into a bigger conversation. And it's that ability to provoke, persuade, and polarize that makes him the most engaged journalist in New York Times history. I loved his book "Thank You For Being Late" because he explained so articulated why business leaders were feeling so over-whelmed – something I see every day – and he described how it's because we are living at the intersection of 3 crises and they're happening all at once. Moore's Law, Markets & Mother Nature. We're in the middle of a crisis of technology, globalisation and the environment. But you call it Moore's Law, Markets & Mother Nature because you're Tom Friedman and alliteration reads much better in a column! For business leaders, there's a lesson here. In a world drowning in content, the ability to articulate a worldview with clarity, passion, and undeniable impact is more valuable than ever. So how do you tell stories that don't just inform but inspire? How do you challenge people's thinking without alienating them? And how do you craft a message that sparks conversations long after the last word is read? Tom Friedman thinks he has the answers—or at least, even if you don't believe him, he'll make you want to find them. So how does one of the top journalists in the world become so successful? What's his philosophy and his process? Listen to this. It's a clip I found from The Chicago Council of Global Affairs when Tom was promoting his brilliant book "Thank You For Being Late" – he's giving a similar piece of advice that he gave me about how to write an opinion column for the New York Times. This is superb. Listen carefully. [TF @ CHICAGO AUDIO CLIP] Heating & Lighting. When you meet Tom if you're lucky enough to get his business card (I wasn't) you'll notice something pretty unusual about it. It doesn't say Tom Friedman, Opinion Writer for the NY Times, 3 Pulitzer prizes – alongside his details. It just says, Thomas L. Friedman, "Heating & Lighting". I love that. As storytellers in business – or if you're in the opinion writing business – like a consultant – dare I say "Thought Leader" then that's exactly what we do. We create heat and we shed some light. We simplify complexity. Einstein once said, "If you can't explain something simply, then you don't know if well enough." And how do you create some heat? Add enough emotion to you story to provoke a reaction? (Because there's nothing worse for opinion writers than being relegated to the beige / vanilla area of no-mans land when your ideas aren't strong enough – or your opinions are concise and compelling enough). How do you do it? Tom told me it all comes down to one of two emotions. Humiliation. And Dignity. In his world, he's either speaking out about humiliation (in the way that someone – or something, such as the planet, is being mistreated) or he is celebrating the dignity of the human spirit. And the way that he does that sparks so much emotion that his words always create heat. That's what makes him arguably the best opinion writer the NY Times has ever had. So the next time you're trying to think about how to influence or inspire an audience – maybe you're using the 50-25-25 rule that we talked about in the last episode – then just ask yourself, how can I create some heat and some light for this audience? How can you surprise them? Maybe even - how can you tell them a story they think they know – but in a way which they've never heard before? And… how can you give them a view of the world which isn't impressing your opinion on them – it's helping them to see their world differently.   And that's a really important distinction. Let me say that again... Despite being a "thought-leader" in business (let's call it) – audience don't really care what you think – they care about how you can help them to see the world differently. That's the difference between someone who presents – and someone who persuades. Good advice hey? Heating & lighting. Thanks everyone for listening – have a fabulous day and I'll see you next time.   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --

How Do The Best Speechwriters Get Things Done?   There's an important client presentation coming up and you find out at the last moment that you need to give the opening presentation, but you've got NOTHING prepared! What do you do? Is there anything worse? Well fear not, in this episode I'm going to look at a rule used by Barack Obama's former speechwriter, for helping you deal with that exact situation. It's called "The 50-25-25 Rule" and it's brilliant.   Terry Szuplat was one of President Obama's longest serving speechwriters, serving as special assistant to the president from 2009-2017, and as a member of the National Security Council stagg from 2013-2017. In 2024 Terry published "Say It Well" a step-by-step field guide for helping anyone to tell better stories. Today Terry runs his own speechwriting firm, Global Voices Communications, and he teaches speechwriting at his alma mater, American University's School of Public Affairs.   This episode features one of the most practical pieces of advice I've ever heard from a speechwriter, and probably the best piece of advice I ever heard from President Obama. Enjoy.   EPISODE LINKS My full conversation with Terry [55 mins] Terry's book "Say It Well" Global Voices Communications Say It Well - One Pager [DOWNLOAD] BetterStories.org Storytelling resources, course & assets The Get Things Done Book by Mikael Krogerus & Roman Tschäppeler     EPISODE TRANSCRIPT How Do Storytellers Get Things Done? [WEST WING THEME]  The purpose of a great business story is to make the audience feel something so that they do something. Hundreds of words have been written about how to tell stories at work, but I'm pretty sure you could sum up all the advice in those books in that one sentence.  Make them FEEL something so that they DO something. One of the most powerful pieces of advice I've ever heard was from a conversation between Linkedin News Editor in Chief Daniel Roth, and former president Barack Obama. Daniel asked Obama, "What do you tell people when they come to you asking for career advice?" Listen to this clip (even if you've heard it before, don't switch off) because after you've listened to it, I want to take you behind the scenes of where that advice came from – because I promise you it will make you a much better storyteller. [OBAMA] Great piece of advice isn't it.  Speechwriters have a word for getting stuff done – "KAIROS". It's an unusual word and is only really taught if you study rhetoric (the art & science of influencing audiences) but the definition of KAIROS – one of the words which classical Greek's used to describe time, can be translated as "a supreme moment at which one must act – no matter how implausible or inconvenient." Make the audience feel something so that they do something. OK – so what about when you need to write an important speech or a story, and you need to inspire your audience to act? How do you get that done? Well who better to ask than my friend Terry Szuplat, Barack Obama's longest serving speech writer, who wrote for Obama between 2009-2017. Here's a 3-minute clip from a conversation I recorded with Terry about his book "Say It Well" about how he gets speeches done for Obama. It's based on a brilliantly simple rule called "The 50:25:25 Rule" which I really like and use all the time – and I think it might help you too… [TERRY x JCW] I think it was Abraham Lincoln who said, "If I had eight hours to chop down a tree, I'd spend six sharpening my axe." If you want people to ACT when they've heard your presentation, then you need to prepare the environment to make it easy for them to act – and that means doing your research.  Properly. Up to 50% of the time. Have to give a presentation in a month? Spend… 2 weeks thinking, researching and organizing your thoughts, 1 week writing and 1 week editing and practicing. Have to give a speech in a week? Spend… 3 days thinking, researching and organising, 2 days writing, and 2 days practicing, Just found out you have to give the introduction to a client session later today? Spend…  1 hour thinking, researching and organizing, 30 minutes writing and 30 minutes editing and practicing. The 50:25:25 rule works so well because the best predictor of whether you'll give a good presentation isn't what we do at the podium, it's the preparation we put in before we ever get to the podium; It's the work that goes into a speech before we ever write a single word.  But even more than that, when you're prepared you're not as nervous when it's time to deliver your talk, because you know you're ready.  And around ¾ of us get nervous and anxious when we have to give a talk, so take a breath – and no matter how much time you have (or don't have), use half of it to get your thoughts in order and organise all the pieces of your talk in a meaningful way.  This is where AI assistants can really help you – by saving you time in your research phase – pulling a list of potential quotes to use, showing you were all the relevant reports are which you can pull some insights from, finding brilliant client stories that you didn't even know about to emphasise your point. In my experience working with business leaders who are putting a client presentation together, using an AI assistant for research saves them around 5 hours a week.  That's a big deal! I also use record cards – with a different point on each card – and move them around – reorganising them until the talk feels right. So… You want to chop down a big tree? You've got to give a big talk? You've got to sharpen that axe! 50:25:25 Thanks everyone – see you on the next one. [WEST WING THEME]   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --  

How Do You Give A Talk You've Never Given Before?   That was the challenge facing Steve Jobs 20 years ago when he was asked by the president of Stanford University, John Hennessy, to give the 2005 commencement address. The only problem was that Steve Jobs, arguably the greatest communicator the business world has ever seen, had never given a talk like this before. Where did he start? What did he do? Who did he turn to for advice? How did he break it down?   This episode goes behind the scenes of how Steve created what many believe to be the best commencement speech ever given. I recommend you listen to the talk properly to get the full emotional impact of the content and the stories, but over the next 12-minutes, we'll break down some of the key elements of the talk and explore what you can learn from it to become a better communicator yourself.   EPISODE LINKS 2005 Stanford Commencement Address [VIDEO] My favourite Steve Jobs quote  "Make Something Wonderful" by Steve Jobs [FREE Download]     EPISODE TRANSCRIPT How Do Give A Talk You've Never Given Before? This is the story of Steve Jobs commencement speech at Stanford University, 20 years ago this year, on 12th June 2005. It's had over 60M views and is widely regarded as the greatest commencement speech ever given. But Steve, the most famous CEO of all time, an incredibly confident, charismatic (and controversial leader) – "reality distortion field anyone?) - he was actually really nervous and didn't know where to start – that's a side of him we don't see much about. So where did he start? And how can this speech inspire us to become better storytellers? I'm glad you asked. Steve was going to speak about habits, globalisation and how you are what you eat (fruitarian). Steve was used to giving technology speeches – not personal ones. So Steve did what anyone with great potential does – he reached out to the best storyteller he knew. Aaron Sorkin. The West Wing. A Few Good Men. Newsroom. Studio60. Moneyball. The first piece of advice Aaron gave him was that his talk should contain INTENTION & OBSTACLE. [AARON] The other piece of advice that Sorkin gave Steve was to tell three stories. Sorkin LOVES Aristotle and the 3-act structure which he presented in 335BC and has been the format of most theatrical productions ever since. Think of Sorkin's movie JOBS – 3 acts – 3 stories – each going behind the scenes of 3 big events in Steve's life. ·      Act I) Mac launch (1994) ·      Act II) Next launch (1988) ·      Act III) iMac launch (1998) So what did Steve do? [STEVE 3 STORIES] You can almost tell the whole talk was inspired by Sorkin because even though Steve speaks on average at 160wpm – he speeds up and slows down, gets loud and goes quiet – and leaves dramatic pauses at key points in the story – exactly like any scene that Aaron Sorkin writes – and puts you on the edge of your seat. [1st STORY] Now here's how Steve breaks his 14 minute talk into three bite-sized chunks making it easy for the audience] 30 second OPEN – The Intro 1st Story - 5 mins 2nd Story – 4 mins 3rd Story – 4 mins 30 Second CLOSE [CONNECT DOTS] I analysed this talk using the AI storytelling assistants I built to help others tell better stories at IBM and I asked it why this speech connected the dots so well by engaging the audience. It's because 60% of the talk is emotional & 40% is rational. Heart & head. Soul & data "Storytelling is just data with a soul" Brene Brown The language contains 3X more emotional language than data-driven  language. A key less for technology speakers right there. (45% Pathos 15% Logos) [2nd STORY] Speaking about love and loss isn't easy. So Steve actually emailed a lot of these parts of the story to himself in-between January & June. He was working on this speech for 6 months. You can actually read those emails if you open "Make Something Wonderful" in iBooks (FREE on every Apple device) and read from p.186. [LOVE LOSS] "and then I got fired". Master storytelling. There's your INTENTION & OBSTACLE triggering that dopamine in your brain to wonder what happened next. Steve used the word "but" 14X – on average once a minute – to emphasize those obstacles. "I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me." So you have INTENTION – you've got OBSTACLES – and now the payoff… [LOVE WHAT YOU DO] Steve's work has always inspired me to do great work. I've got a framed email from him in my office when I set up my first business in 1998. I'll never forget the morning I learned that he'd died – 5th October 2011 - I was in a hotel in Leeds waiting to give a keynote and I had to delay my talk by 30 minutes. I get emotional thinking about it now. [3rd STORY] Talking about death is always going to be intense – so if you remember our episode on Ted Sorensen – JFK's speechwriter – you'll see that's why Steve used some LEVITY here to break the tension – while he was creating INtention… [YOUR TIME IS LIMITED] I've given over 500 keynotes & presentations since Steve's death in 2011 and I've ended almost every one of them with my favourite Steve Jobs quote,   "Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them."   So here's to you my friends. Go read "Make Something Wonderful. Be inspired. Tell great stories. Stay hungry. And Stay foolish. [CLOSE]   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --  

How Do You Make Education More Entertaining?   In the 1960's TV had a problem. Kids were watching hundreds of hours of ads and cartoons but they weren't learning anything. That was until Joan Ganz Cooney came along. She revolutionised TV and invented a whole new genre when she launched Sesame Street in 1969 against all the odds. She quickly became one of the most influential people in TV. The story of how Sesame St. came to life is a real hero's journey about fighting systems, challenging the status quo and taking the advice of kids over consultants. In this 10-minute episode, I take a quick look behind the scenes of how Joan created Sesame Street, and I share the actual report that secured the original $8M funding. A little inspiration perhaps for something you're trying to change at the moment... 🌈 🍪   EPISODE LINKS Joan Ganz Cooney [Bio] Sesame Workshop - Joan's Legacy Non-Profit "The Potential Uses of Television in Preschool Education" [THE OFFICIAL REPORT] "How We Got To Sesame St" [FEATURE LENGTH DOCUMENTARY]   EPISODE TRANSCRIPT S01 E06: SESAME STREET How Do You Make Education More Entertaining? This is a story about how one woman revolutionised children's education—and took on the entire system to do it… In the late 1960's television was not seen as a force for good. Business leaders saw it as a tool for commerce, educators dismissed it as a mindless distraction, and the elite gatekeepers of knowledge believed it was incapable of delivering a real education.  But there was a lady called Joan Ganz Cooney who saw something different—a possibility so radical it bordered on the impossible: What if television could teach? What if it could lift children out of poverty? What if TV could level the playing field for kids who didn't have the privilege of expensive preschools and well-funded local schools? This was a problem no one was trying to solve. Joan was a journalist and documentary filmmaker who was focused on the civil rights movement and she had no formal background in education – BUT she would go on to create Sesame Street—the most influential children's TV program in history.  [1966 Q] The education gap between rich and poor kids in America in the 60's was staggering. By the time they started school, underprivileged kids were already behind. Joan saw this firsthand while working on public affairs documentaries, covering issues like poverty and civil rights. What struck Joan was the role TV played in shaping children's minds. Kids from wealthier families had books, tutors, and structured learning, while poorer children spent an average of 130 hours a year in front of the TV— but watching ads and cartoons did nothing to prepare them for school. [BEER CLIP]  Joan knew TV was shaping children's brains. The question was—could it be used for good? At the time, the idea of "educational television" was almost laughable. No one believed children would willingly learn from TV.  Joan saw it differently: What if you combined the power of entertainment with cutting-edge child psychology? What if you created a show that was as addictive as Saturday morning cartoons but filled with lessons that actually prepared kids for school?  At a dinner party, Joan was discussing these questions with a guy called Lloyd Morrisett. Lloyd turned out to be an educational psychologist from the Carnegie Foundation. Lloyd made his name pioneering educational assessment scoring, but his passion was around human creativity. He was just as frustrated as Joan that academics were not interested in TV. He listened to Joan's pitch over dinner and didn't just see it as an interesting idea – he thought it was a vision for how you might educate under-privileged kids.  So – in 1966, Lloyd got the Carnegie Foundation to commission Joan to create a report called "The Potential Uses of Television in Preschool Education". [SELL – HERE'S AN OLD CLIP OF LLOYD] In the report, Lloyd & Joan laid out the science and strategy for what would become Sesame Street. It proposed a show that wasn't just for fun, but carefully engineered to teach children the alphabet, numbers, social skills, and even emotional intelligence. It would be fast-paced, filled with humour, and designed using research-backed techniques. And, crucially, it would feature a diverse cast that reflected the real world—something unheard of in children's programming at the time.  The report was so well researched it secured $8M of government funding. So Joan & Lloyd gathered a small team of 10 cognitive psychologists, educators, and television producers to bring "The Children's Television Workshop" concept to life — this was an unprecedented collaboration at the time. The skeptics were everywhere. The TV execs weren't convinced education and entertainment could mix. Educators doubted that children would actually learn from television. Alongside the team were also a few "advisors".  And those advisors said the show should be a reality-style show, set on an inner city street (because kids look down from the apartments onto the street and it looks exciting). Their data suggested the set should be populated by humans. And only humans.  So a pilot was created and every segment of Sesame Street was rigorously tested in local daycare centres before airing. If kids didn't respond, it didn't make the cut. That's when they noticed that children were not learning and retaining as much knowledge as they expected.  The 3 & 4 year olds in the daycare centres highlighted something that data didn't.  It wasn't FUN enough. And there was no FANTASY in the show.  So for fun – why not try to get Jim Henson? His muppets were originally on a late night SNL-style show for college kids. Not pre-school kids. Joan didn't believe they'd be able to get Jim to join them.  [EDU ENT]  And why was there no fantasy in the shows that they tested?  [NO FANTASY]  I love this clip of Jim Henson speaking at an awards show a few years later. It's hard to believe that nobody wanted him or his muppets at first.  [JIM HENSON]  ---  It's hard to believe now that there was such a backlash against Sesame Street. Some TV stations refused to broadcast it, arguing that the show's diverse cast was too controversial – but Joan just doubled down on diversity, ensuring that Sesame Street didn't just teach letters and numbers, but also taught children about fairness, inclusion, and social justice. Joan fought for INCLUSIVITY as a business advantage.  Sesame Street premiered on November 10, 1969. It was an immediate success, drawing millions of young viewers and receiving widespread acclaim.  The New York Times said Joan would become one of the most powerful women in television.  Within its first year, it had changed the way people thought about children's TV. Sesame Street didn't just succeed—it forced the industry to change.  Since then…  In study after study, researchers have found that children who watched Sesame Street performed better in school, had larger vocabularies, and were more socially and emotionally prepared for learning. Over 50 years later, it is still one of the most influential children's programs in history.  When I joined IBM one of the first projects I was working on was a collaboration between IBM & Sesame Street – using Watson AI to personalise education programs for individual kids.  This story is not just about television or education. It's about changing the system.  Every industry has its status quo, its set of "rules" that dictate what is and isn't possible. By innovators like Joan don't play by the rules—they challenge them.  She saw something others didn't: that the industry's conventional wisdom was wrong, and that the real opportunity was in breaking the mold.  Joan didn't just want to make a hit show. She wanted to change the entire industry. The best business leaders don't just chase quick wins—they build something that lasts.  And Sesame Street has proved that media could be a force for good.  [PROFIT + PURPOSE]  Joan has given us a roadmap for how to challenge an industry, win against the odds, and make an impact that lasts a lifetime. Start with the real problem. Combined vision with data. Fight for what matters.  She thought she was creating a quintessentially American TV show – but it turned out to be the most international show ever created.  That's what happens when you mix facts with fantasy.  So the question for us is - What's the status quo that you're willing to challenge?  And how can you include a bit of fantasy in order to challenge it?  Good question isn't it?  [CLOSE CRAZY]   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --

Curious about the power of AI in storytelling? The host playfully interviews an AI, exploring its role as a collaborative creative partner. They discuss Hemingway's masterful brevity in storytelling and strategies to overcome public speaking anxiety. Personal anecdotes add spice, with tips on rethinking presentations. Plus, listeners learn to dissect narratives and discover the magic of surprise in storytelling, creating emotional impact. It's a delightful journey into blending technology with the art of narrative.

Explore the art of persuasive storytelling and learn how a powerful TED Talk inspired $1.3 million in donations without a direct ask. Discover the six critical elements that make stories resonate emotionally and rationally with audiences. Dive into the transformative journey of a civil rights lawyer committed to justice, and understand how personal narratives shed light on the impacts of mass incarceration and racial bias. Experience the inspiring legacy of figures like Rosa Parks and the role of storytelling in driving social change.

Explore the genius of Theodore Sorensen, the mastermind behind JFK's legendary speeches. Discover how impactful storytelling can shape history and engage audiences. Uncover a simple framework that emphasizes clarity, charity, brevity, and levity, providing modern communicators with essential tools. Learn how to transform your communication style, making your words resonate and leave a lasting impression.

How Do You Turn a Presentation into a Performance?   In the second episode of The Truth in Ten Podcast, host Jeremy Connell-Waite takes you on a journey to discover how the world's most famous spoken word poet, Amanda Gorman,  overcame her fear of public speaking (and a speech impediment).   Just two weeks after hundreds of protesters stood on the exact same spot and stormed the Capitol Building, 22-year old Amanda had just 6-minutes to try and heal a nation with her words, with millions all around the world watching to see what she'd say.   74% of people suffer from Glossophobia (the fear of public speaking) according to the National Mental Health Institute.   This episode is not just a profile of Amanda, it's a storytelling masterclass for anyone who struggles with public speaking and wants to be a better communicator.     SHOW LINKS: Amanda Gorman's performance of The Hill We Climb Amanda's Masterclass on Writing & Performing   EPISODE TRANSCRIPT: How Do You Turn A Presentation Into a Performance? On 6th January 2021 at 2:10pm on on a freezing cold Wednesday afternoon, the United States Capitol Building in Washington, D.C., was attacked by a mob of Donald Trump supporters in an attempted self-coup, two months after his defeat in the 2020 presidential election. 174 injured in the attack. 1,200 charged for playing a role in the attack. 2 bombs were discovered. 5 people died.   On TV it looked like a civil war was breaking out. People were asking the question "How could this happen?" But just two weeks later, a nervous "skinny young Black girl" stood on those very same steps to read a poem she wrote at the Inauguration ceremony of President Biden. Tensions couldn't have been higher. The world was watching.  No pressure. [THE HILL WE CLIMB] Within minutes, it felt like everyone on the internet was asking a different question: "What was the poet's name?" "Who was that incredible young woman?" Her name… is AMANDA GORMAN. And what's astonishing about this story is not that she was only 22 when she wrote this powerful poem to try and heal a nation, or that she gave such an electrifying performance when she read it in front of 40M people on US TV (and millions more around the world).  Or even the fact that she took just 6 minutes to capture global attention, seeing her poem printed in newspapers all over the world the next day. As amazing as that was. No. It was that not long before that moment that she was terrified of public speaking. Many of us are, right?  But Amanda had good reason to be. She has an auditory processing disorder which means she is hypersensitive to sound. She also had a serious speech impediment which made it especially difficult to pronounce her "R's". Not ideal for a spoken word poet. And especially one who's name is GORMAN. But not ideal for a spoken word poet! She'd be writing about environmentalism and protecting "earth"– but she couldn't say "EARTH" properly when she reads her poem  out loud, so she had to use words like "planet" or globe" instead. According to the National Institute of Mental Health 74% of us suffer from Glossophobia in some form like Amanda did. The fear of public speaking. 10% are terrified of speaking in front of people.  10% of the population loves speaking in front of people.  80% fall somewhere in the middle.   So how did Amanda go from a someone who only liked reading and writing because she couldn't pronounce her "R's" – to the confident and compelling performer who spoke truth on the steps of the Capitol Building in front of world leaders? Let's back up a bit first.   When she was 15, Amada saw Malala Yousafzai giving her Nobel prize acceptance speech, she was so impacted by it that she decided right there and then that she also wanted to speak on a global stage; she just didn't have the tool's or techniques to be able to do it yet.  <<One inspirational young woman passing the torch to another without even realising it.>>   Amanda thought "Whatever you're struggling with - chances are there's someone from the past who has walked a similar path. Maybe not exactly the same path. But someone who can inspire you to keep moving forward – especially if others are telling you that something you want to do - can't (or shouldn't) be done."   Amanda always loved reading Maya Angelou's poetry, and she learned that Maya, her hero, was mute for several years. One of the world's greatest spoken word poets, another powerful black woman – didn't just have a speech impediment, she didn't even speak for 5 years! This became an "aha moment" for her. Amanda said, "If Maya can do it, so can I." Amanda continued to struggle for a couple more years, and she continued to write furiously, but then she stumbled across another political writer. One who was also famous for writing furiously. Alexander Hamilton. Lin Manuel's "Hamilton" musical had just opened off-Broadway and Amanda became obsessed with one of the main songs. [AARON BURR] Learning this song off by heart and reciting it over-and-over became her training regimen.  "It just compacts the 'R' sound over and over again." said said. "I would listen to the track of 'Aaron Burr, Sir,' and try to do it over and over and over again, and I told myself, 'If you can do this song, you can speak this sound wherever.'" With the help of a speaking coach – and a lot of bravery practicing at open mic's in front of friendly audiences – Amanda started to bring her words to life off the page.  She started to experiment more with rhyme, alliteration, rhetorical devices like repetition, meter and stressed syllables… Her training regimen made her ask questions like "does this need to live on the page - or does this need to come to life on a stage?" Because there's a difference. Let me give you an example. Listen to this part of her Inauguration poem again and you'll see what I mean, because some things are written to be performed. [HILL WE CLIMB] When you really want to inspire an audience, you might have something in your mind that doesn't quite make sense on the page, but it comes to life when spoken. Like "Justice vs Just is"… Impressive.  Amanda stopped seeing her speech impediment as a crutch. She started to treat it as a gift and a strength. If you watch the video of Amanda performing this poem, you'll also notice something else... Her speaking and pronunciation is almost flawless, but it's not that - she's reading her poem. Does that strike you as strange for a performer? It did for me. Performers don't read their own words! But this is another way Amanda has faced her fears to turn her presentations into performances. She doesn't memorise her poems for when she reads them out loud. For a spoken word poet (or any performer for that matter) that was a new concept to me. Of course great performers memorise their words??? Nope. Not Amanda. Remember, Amanda is still a nervous public speaker. She just needs to do a good job of hiding it.  Here's a real piece of golden advice for you to take away from this episode: You don't need to worry about memorising your words - it's how you bring it to life that matters. Some presenters worry that having notes might make your performance sound wooden, or worse still – look like you've not rehearsed. No. Having a script to read from tells your audience at that you've done your homework and you've come prepared. What's important is that you speak from the heart. Instead of worrying about your words and what to say next, you can focus on speaking with pride and compassion but show your flaws.  Don't worry about remembering your words. Worry about remembering WHY you wrote them. And then transfer that feeling to your audience. That's an important distinction. Fear (of public speaking) never really goes away… which is why it's important for you to have the tools available for when you're asked to perform in any mission critical moment. I LOVE that Amanda included a reference to Hamilton in her inauguration poem as a nod to the musical which empowered her to find her voice (she called it her "speech pathology")… [HISTORY HAS ITS EYES ON US] And now the musical… [HAMILTON] That's a nice touch.   In a full circle moment, Lin-Manuel Miranda wrote Amanda's profile for her TIME 100 Next ranking: "If the hardest part of an artist's job is to fully and honestly meet the moment, Amanda delivered a master class. She spoke truth to power and embodied clear-eyed hope to a weary nation. She revealed us to ourselves." And she's continuing to speak truth today. Amanda is still only 26 but her words, and a wisdom beyond her words, have put her on the cover of every magazine. She's written Nike ads, performed at the Superbowl and been photographer by Annie Leibovitz for the cover story of Vogue. On Good Morning America not too long ago - Robin Wright asked if she was serious about a joke she made about running for president in 2036: [GMA]   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --