I'm here because I haven't.

我在這裡是因為我沒有。

For the last 10 years, I have been helping conference speakers, business leaders, entrepreneurs to prepare and deliver powerful presentations.

在過去的 10 年裡，我一直在幫助會議演講者、商業領袖和企業家準備和發表具有震撼力的演講。

And in those same 10 years, TED has shown that presentations can and should be both enjoyable and effective.

在這 10 年中，TED 證明了演講可以而且應該既愉快又有效。

But 10 years on, despite TED and despite my best efforts at schools, at conferences, at companies, most presentations still do this to their audiences.

但 10 年過去了，儘管有 TED，儘管我在學校、會議和公司裡盡了最大努力，但大多數演講仍然是這樣對待聽眾的。

So have I failed?

我失敗了嗎？

No.

不

I just haven't succeeded yet.

只是我還沒有成功。

And to succeed in making all presentations resonate with their audience, I need your help.

為了讓所有演講都能引起聽眾的共鳴，我需要你們的幫助。

That's why I'm here.

這就是我來這裡的原因。

So I'd like to share with you the three magic ingredients of powerful presentations.

是以，我想與大家分享強大演講的三大法寶。

Okay, let's just pause there for a moment.

好吧，我們先暫停一下。

Now I've told you what I'm going to say.

現在我已經告訴你我要說什麼了。

The question you should be asking is, so what?

你應該問的問題是：那又怎樣？

What's in it for me?

我有什麼好處？

Why should I care?

我為什麼要關心？

And that is a really important question because the first magic ingredient is, in fact, the audience.

這確實是一個非常重要的問題，因為第一個神奇的要素其實就是觀眾。

The audience is the magic ingredient in every presentation.

聽眾是每次演講的法寶。

This is not my talk.

這不是我的演講。

It's yours.

是你的了

Every presentation should be made to measure for a specific audience in a specific context.

每一次演示都應在特定背景下針對特定閱聽人進行衡量。

So why should you care about the magic ingredients of great presentations?

那麼，你為什麼要關心精彩演講的神奇成分呢？

Well, it's very important, right?

這很重要，對嗎？

It's really important to understand that we all have to listen to presentations.

要知道，我們都必須聆聽演講，這一點非常重要。

Wouldn't it be great if they weren't all so boring?

如果他們不那麼無聊，豈不更好？

But we don't just listen to presentations.

但我們不只是聽介紹。

We also have to give presentations, right?

我們還得做演講，對吧？

How many of you ever have to give presentations?

你們當中有多少人曾經做過演講？

I think if we're honest, we all do.

老實說，我們都是這樣想的。

Sooner or later, at school, at work, and also in interviews, we all have to present with or without slides.

在學校、工作和麵試中，我們遲早都要用或不用幻燈片進行演示。

And it's how well we present that will make a huge difference to how well we succeed.

我們的表現如何，將對我們的成功與否產生巨大的影響。

That's why you should care.

這就是你應該關心的原因。

So that's the first magic ingredient, the audience.

這就是第一個神奇的要素--觀眾。

Always make it special for them.

一定要讓他們感到特別。

The second magic ingredient is the speaker.

第二個法寶是演講者。

Now, okay, you're probably looking at me and thinking, well, Phil, not very magical.

現在，好了，你們看著我，可能會想，好吧，菲爾，沒什麼魔力。

Thanks, by the way.

順便說一句，謝謝你。

But it's really important that you put something of yourself in there, something only you can say.

但最重要的是，你要把自己的東西寫進去，只有你自己才能說出來的東西。

This doesn't mean you tell them what you had for breakfast, but it does mean that if someone else could give the exact same presentation in your place, then you didn't put anything personal into it.

這並不意味著你要告訴他們你早餐吃了什麼，但確實意味著如果別人可以代替你做一模一樣的演講，那麼你就沒有投入任何個人感情。

And that matters, because when you share, we care.

這很重要，因為只要你分享，我們就會關注。

So show why you care.

所以，請表明你為什麼在乎。

Show why it's important to you.

說明為什麼它對你很重要。

Tell us examples and stories from your experience.

請告訴我們您的經驗和故事。

And that will make it more personal and more memorable.

這樣就會更有個性，更令人難忘。

So those are the first two magic ingredients, the audience and the speaker.

是以，這就是前兩個神奇的要素：聽眾和演講者。

I know it doesn't sound very magical, but you'd be amazed how many presentations have neither of them.

我知道這聽起來不是很神奇，但你會驚訝地發現，有多少演示文稿兩者都沒有。

So the third magic ingredient is transformation.

是以，第三個神奇要素就是轉變。

Now, most presentations aim only to inform their audience, and it doesn't work very well.

現在，大多數演示文稿的目的只是向聽眾提供資訊，效果並不好。

Let me take out my magic wand here, because I'm going to do a disappearing trick.

讓我在這裡拿出我的魔杖，因為我要變一個消失的魔術。

Because like this guy, we forget most of what we hear very quickly indeed.

因為就像這個人一樣，我們聽到的大部分內容很快就會忘記。

But good presentations are not about information.

但是，好的演示文稿與資訊無關。

They are about transformation.

它們關乎變革。

They are about changing something in what your audience believes, in what they feel, in what they do.

它們是為了改變閱聽人的信仰、感受和行為。

Imagine you are making a pitch to raise funds for a project or a startup.

想象一下，您正在為一個項目或一家初創公司籌集資金。

After your pitch, the audience knows everything they need to know, but they don't fund you.

在你的推銷之後，觀眾知道了他們需要知道的一切，但他們並沒有資助你。

Did you succeed?

你成功了嗎？

No.

不

Now imagine that after your pitch, your audience does give you the funds, because they feel confident and trusting, and they believe that your project will be successful and it's a good investment.

現在想象一下，在你的推銷之後，你的聽眾確實給了你資金，因為他們對你充滿信心和信任，他們相信你的項目會成功，這是一筆很好的投資。

All of that is not information, it's transformation.

所有這些都不是資訊，而是轉變。

So it's easy for me to say, don't inform, transform.

是以，對我來說，說 "不要通報，要轉變 "很容易。

But how?

但怎麼做呢？

Well, every magician needs a magic wand, and here is yours.

每個魔術師都需要一根魔杖，這就是你的魔杖。

It's called the Audience Transformation Roadmap.

這就是 "閱聽人轉型路線圖"。

This is a really simple, but amazingly powerful technique to understand what your transformational objectives are, and then to brainstorm what you can say, show, and do to transform your audience.

這是一個非常簡單，但卻非常強大的技巧，它可以讓你明白你的轉變目標是什麼，然後集思廣益，想出你可以說什麼、展示什麼、做什麼來轉變你的閱聽人。

So here's how it works.

具體操作如下

To understand how to take your audience on a transformational journey, you first need to work out where they are starting from.

要想了解如何帶領閱聽人踏上變革之旅，首先需要弄清楚他們的出發點。

So we ask ourselves four simple questions.

是以，我們要問自己四個簡單的問題。

What does my audience know before my presentation?

在演講之前，聽眾知道些什麼？

What do they know about the subject?

他們對該主題了解多少？

What do they believe?

他們相信什麼？

What do they feel?

他們有什麼感覺？

Now the difference between believing and feeling is believing is something that you think, feeling is an emotion.

現在，"相信 "和 "感覺 "的區別在於，"相信 "是一種思考，而 "感覺 "則是一種情緒。

So for example, I believe it's time for dinner.

比如說，我相信現在是吃晚飯的時候了。

I feel hungry.

我覺得餓了。

See the difference?

看到區別了嗎？

Right.

對

So, what do they know, what do they believe, what do they feel, and lastly, what do they do?

那麼，他們知道什麼，他們相信什麼，他們感覺到什麼，最後，他們做了什麼？

Now this could be nothing.

現在，這可能什麼都不是了。

Maybe they do nothing relevant, or maybe they do something that you need to change.

也許他們做的事情無關緊要，也許他們做的事情是你需要改變的。

So once you've worked out where they are before, you can then take them to where you want them to go afterwards, and we ask the same four questions, but in the reverse order.

是以，一旦你確定了他們之前的位置，就可以把他們帶到之後你想讓他們去的地方，我們會問同樣的四個問題，但順序相反。

So now we know what they do before.

現在我們知道他們之前是幹什麼的了。

What do we want them to do after the presentation?

演講結束後，我們希望他們做些什麼？

What do they need to feel?

他們需要什麼感覺？

What should they believe differently to feel and do those things?

他們應該相信什麼才會有不同的感受和行為？

And lastly, what do they need to know?

最後，他們需要知道什麼？

And when you follow this process, you realize very quickly that the real transformations are not in what they know.

當你跟蹤這個過程時，你會很快意識到，真正的轉變並不在於他們知道了什麼。

It's in what they believe and feel and do.

這體現在他們的信仰、感受和行為中。

That's what makes the difference.

這就是與眾不同之處。

Once we've understood where they are and where we need to take them, then we can fill in the transformation column with all of the ideas on what we can say in our presentation to make those transformations in our audience, and that gives us the content of the presentation.

一旦我們瞭解了他們的位置以及我們需要把他們帶到哪裡去，我們就可以在轉變一欄填上所有的想法，告訴他們我們可以在演講中說些什麼，讓聽眾產生這些轉變，這樣我們就有了演講的內容。

Clear so far?

目前清楚了嗎？

Maybe we should take an example.

也許我們應該舉個例子。

So let's take an example.

讓我們舉個例子。

Let's assume that I am going to make a presentation, and I would like to explain the three magic ingredients of a great presentation, and I would like to make my audience want to use the audience transformation roadmap.

假設我要做一場演講，我想解釋一場精彩演講的三大法寶，我想讓聽眾願意使用聽眾轉型路線圖。

So what does my audience know before the presentation?

那麼，聽眾在演講前知道些什麼呢？

Well, they know that most presentations aren't exactly successful, and they know TED is the exception that proves that rule.

他們知道大多數演講都不太成功，而 TED 則是證明這一規則的例外。

What do they believe?

他們相信什麼？

Probably like most people, they believe that presentations are for sharing information.

可能和大多數人一樣，他們認為演講就是為了分享資訊。

It might be wrong, but that doesn't stop them believing it.

這可能是錯的，但這並不妨礙他們相信它。

What do they feel about presentations?

他們對演示有何感想？

Probably bored, but also resigned to a really ineffective way of presenting because that's just what everyone does.

可能是厭倦了，但也不得不接受這種非常無效的展示方式，因為每個人都是這麼做的。

And lastly, what do they do?

最後，他們是做什麼的？

Well, when it's their turn to present, they generally will pack things full of information, and they won't personalize it to their audiences.

那麼，輪到他們演講時，他們一般會把資訊塞得滿滿的，而且不會針對聽眾進行個性化的講解。

So what do I want them to do after my presentation?

那麼，我希望他們在聽完我的演講後做什麼呢？

Well, afterwards, I'm going to want them to aim to transform their audience every time they present, to change something in their audience.

好吧，之後，我希望他們每次演講都能以改變聽眾為目標，改變聽眾的某些東西。

I'm going to need them to personalize their presentation every time, and also I'd like them to use the audience transformation roadmap because I know it will help them to succeed.

我需要他們每次都進行個性化演講，我還希望他們使用聽眾轉型路線圖，因為我知道這將幫助他們取得成功。

What do they need to feel to do those things?

他們需要怎樣的感覺來做這些事情？

Well, if they still feel bored or resigned, they're not going to do very much.

好吧，如果他們仍然覺得無聊或不甘心，那他們就不會做太多事情。

So they need to feel curious about this new technique.

是以，他們需要對這種新技術感到好奇。

They need to feel motivated to try it and optimistic that it can work for them.

他們需要有嘗試的動力，並樂觀地認為這對他們有用。

What do they need to believe to feel those things?

他們需要相信什麼才能感受到這些？

Well, they'll need to believe that the roadmap can actually help them to succeed in their presentations.

那麼，他們就需要相信路線圖確實能幫助他們在演講中取得成功。

And then lastly, well, what do they need to know to believe, feel, and do those things?

最後，他們需要知道什麼才能相信、感受和做到這些事情？

Well, they'll need to know the three magic ingredients.

嗯，他們需要知道三種神奇的成分。

That's pretty basic.

這很基本。

They'll need to know presentations are bad at information but great at transformation, and they'll need to know how to use the audience transformation roadmap.

他們需要知道演講不擅長資訊，但擅長轉型，他們需要知道如何使用閱聽人轉型路線圖。

Okay.

好的

Now we've worked out where they were and where I'm going to want to take them, what can I do now?

現在我們已經確定了他們的位置和我想帶他們去的地方，我現在能做什麼呢？

I fill in the transformation column.

我填寫轉換欄。

So what can I say or show or do to make those transformations?

那麼，我能說什麼、展示什麼或做什麼來實現這些轉變呢？

Now usually I'm using a flip chart and I'm using some sticky notes here.

現在，我通常使用掛圖，並在這裡使用一些便籤。

So I'm going to use virtual sticky notes.

所以我要用虛擬便籤。

Let's start at the top.

讓我們從頭開始。

You're going to need to make sure they know the three magic ingredients, so I'm going to need to talk at some point about the audience, about the speaker, and the transformation.

你需要確保他們知道三大法寶，所以我需要在某些時候談談聽眾、演講者和轉變。

They need to know that presentations are bad at information, so maybe I should tell them that we forget most of what we hear very quickly.

他們需要知道，演示文稿的信息量很大，也許我應該告訴他們，我們聽到的大部分內容很快就會忘記。

Perhaps I could find a visual way to show that as well.

也許我也能找到一種直觀的方式來展示這一點。

What next?

下一步怎麼辦？

They need to know how to use the roadmap, so I better show it to them, and I guess I could make it even clearer by going through an example.

他們需要知道如何使用路線圖，所以我最好向他們展示一下，我想我可以通過舉例說明讓他們更清楚。

They need to believe that the roadmap can help them to succeed in their presentations, so I'll need to show how easy it is to take all of these sticky notes off of the transformation column and arrange them in a suitable order to create the storyline for their presentation.

他們需要相信路線圖能幫助他們在演講中取得成功，是以我需要向他們展示如何輕鬆地從轉換欄上取下所有這些便籤，並按照適當的順序排列，為他們的演講創建故事情節。

It really is a shortcut.

這確實是一條捷徑。

Okay.

好的

Now I need to make them curious.

現在我得讓他們好奇起來。

Now, to make them curious, I'm going to need to make them care, and to make them care,

現在，為了讓他們好奇，我需要讓他們關心，讓他們在意、

I need to show that I care.

我需要表現出我的關心。

So I probably need to explain that most presentations really don't succeed, and that I care about fixing that, and then to make them care, well, I'm going to need to maybe find out how relevant it is to them.

是以，我可能需要解釋一下，大多數演講都不會成功，而我關心的是如何解決這個問題，然後讓他們關心這個問題，好吧，我可能需要找出這個問題與他們有多大關係。

Perhaps I could ask them how many of them actually need to present, and of course I know the answer is pretty much everybody.

也許我可以問問他們有多少人真正需要發言，當然我知道答案是幾乎所有人。

I need to make them motivated and optimistic.

我需要讓他們變得積極樂觀。

Well, I can make them optimistic by explaining how easy this is to use, but also how powerful it is, and to motivate them to try it, well, I'm going to need to explain that presentations, successful presentations, can really make a difference to how well they succeed in life.

好吧，我可以向他們解釋這個東西有多麼容易使用，同時又有多麼強大，從而讓他們樂觀起來，而且為了激勵他們嘗試，我需要向他們解釋，演講，成功的演講，真的會對他們的人生成功產生很大的影響。

And lastly, well, to make them do these things, I'll need a call to action, which focuses on what I want them to do afterwards.

最後，為了讓他們做這些事情，我需要一個行動號召，重點是我希望他們之後做什麼。

So there we have it.

就這樣吧。

That's a very accelerated version of the brainstorming, but it doesn't need to take long.

這是頭腦風暴的加速版本，但不需要花很長時間。

What we have now is just enough relevant ideas on how we can transform our audience.

我們現在擁有的只是足夠多的相關想法，告訴我們如何改變閱聽人。

So what happens next?

接下來會發生什麼？

Well, this is where I'm going to take my magic wand out again, because this is where the presentation magic happens, because this is where you can take all of these sticky notes off of the transformation column, prepare a suitably magical storyline, and then arrange all of these ideas back into that storyline, and, hey, presto, there's my presentation.

這時候，我又要拿出我的魔法棒了，因為這就是演示魔法發生的地方，因為這時候你可以把所有這些便籤從轉換欄上拿下來，準備一個合適的神奇的故事情節，然後把所有這些想法重新編排到故事情節中，嘿，瞧，這就是我的演示文稿。

Now you might recognize this one, because this is the presentation that you have been watching for the last ten minutes, and this is where we are now.

現在你們可能認識這個人了，因為這就是你們在過去十分鐘裡一直在看的演示文稿，這就是我們現在所處的位置。

Isn't that magic?

這難道不神奇嗎？

So now you know what happens next.

現在你知道接下來會發生什麼了吧。

Next I need to explain how simple this can be and how powerful, and it's so simple it doesn't take an expert.

接下來，我需要解釋一下這有多簡單，功能有多強大，而且非常簡單，不需要專家。

Thousands of people have already used this technique to prepare and deliver fantastic presentations of all kinds, from TED Talks to the boardroom, but more than presentations, they've used it also for e-mails, for proposals, for preparing interviews, for preparing conferences.

數以千計的人已經使用這一技巧準備並發表了從 TED 演講到會議室的各種精彩演講，但除了演講之外，他們還將其用於電子郵件、提案、準備面試和準備會議。

Basically it works in any situation where you need to change what people believe, feel, and do.

基本上，它適用於任何需要改變人們的信仰、感覺和行為的情況。

You really don't need a magic wand.

你真的不需要魔杖。

This is all the magic you need.

這就是你所需要的魔法。

Thank you.

謝謝。

Thank you.

謝謝。

So now I need to give you a call to action, and here it is.

所以，現在我需要向你們發出行動號召，就是這樣。

Remember those three magic ingredients of every great presentation, the audience, the speaker, and the transformation you want to create in your audience.

請記住每場精彩演講的三大法寶，即聽眾、演講者和你想在聽眾中創造的轉變。

Try using the Audience Transformation Roadmap for your next presentation, and you'll be amazed at how well your ideas resonate with your audience.

試著在下一次演講中使用 "閱聽人轉化路線圖"，你會驚奇地發現自己的想法竟能與閱聽人產生如此強烈的共鳴。

And lastly, please remember, I need your help.

最後，請記住，我需要你們的幫助。

I cannot cure the world of bad presentations on my own.

光靠我一個人的力量是無法根治世界上糟糕的演講的。

But together we really can make a difference.

但是，只要我們齊心協力，就一定能有所作為。

So by all means, share this with anyone you know who needs a dose of presentation magic.

是以，無論如何，請與你認識的任何需要一劑演示魔法的人分享這本書。

It could be your colleague, your teacher, your boss, but you all know someone.

可能是你的同事、老師、老闆，但你們都認識某個人。

But most of all, every time you get to present, focus not on informing, but on transforming your audience.

但最重要的是，每次演講時，不要把重點放在提供資訊上，而要放在改變聽眾上。

That's where the magic happens, and if you can succeed in changing what your audience believes, feels, and does, there truly is no limit to what you can achieve.

如果你能成功地改變閱聽人的信仰、感覺和行為，那麼你的成就將無可限量。

Thank you.

謝謝。