10 Simple Secrets of the World’s Greatest Communicators Summary

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10 Simple Secrets of the World’s Greatest Communicators

Author: Carmine Gallo

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The types of speakers

  • C Speakers: Do No Harm
  • B Speakers: Make People Care
  • A Speakers: Change the way they see the world

Secret 1: Passion

  • Figure out what you’re truly passionate about.
  • It’s usually not about the widget, but the great things the widget will do for your customers.

Secret 2: Inspiration

  • Paint a picture of a world made better by your product, service, company, or cause:
    • Kathy Sierra’s corollary: Paint a picture of how your users can use your product or service to make their world better.
  • Sell the benefit (a picture of a world that does not yet exist…but could)

e.g “The Internet is changing the way we live, work, play, and learn.”

“Do you want to sell sugar or water your whole life, or do you want to save the world.”

“We create a sense of community–the third place between work and home.”

Secret 3: Preparation

  • Great communicators prepare and rehearse. Steve Jobs used to rehearse his presentations for days.

Secret 4: Know your audience

  • What does the audience need to know?
  • Why should they care?
  • What action do I want them to take?

Secret 5: Start strong & end strong

  • Grab their attention IMMEDIATELY.

e.g “Salespeople, our Wal-Mart deal is going to make this the best year in company history.”

  • People always remember how you start and how you end.

Secret 6: Clarity & make your message easy to follow

  • Cut through the jargon in your language.
  • Tell stories 
  • Use examples, facts, figures, analogies, and metaphors
  • Flag key points

 e.g “If you’re going to remember anything from this presentation, remember this.”

Secret 7: Brevity: keep it short 

  • At most, 15-18 minutes
  • Use short words
  • Use short paragraphs
  • Cut ruthlessly

Secret 8: Say it with style

  • Vary tone
  • Vary speed
  • Pause for impact
  • Punch keywords

Secret 9: Wear it well and command presence

  • Convey authority, confidence, and control (e.g. Larry Ellison’s body language)
  • Good posture
  • Eye contact
  • Open posture
  • Hand gestures
  • Dress the part

Dress well: “Leaders dress a little better than everybody else.”

  • Dress appropriately for the culture–e.g. Steve Jobs and his turtleneck

Secret 10: Reinvent yourself

  • Bring up something new- show that you are learning
  • Be like Madonna!

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