Section 3: CONTENT

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REGIONAL CASE STUDY: Bodour Al Qasimi’s panellist masterclass at the World Economic Forum 2015 (Bodour Al Qasimi’s first answer starts at 2 minutes 23 seconds. It’s a masterclass in how to start a panel).

Lesson #28: Aristotle’s Ethos, Logos, Pathos - the BBC's take on ancient rhetoric (a link to a 45-minute podcast on the history of ancient Greek and Roman rhetoric - and why it still matters. Its from Melvyn Bragg's wonderful In Our Time series for BBC Radio 4, in which he interviews top professors on hifalutin subjects such as rhetoric - but in a funny, down-to-earth way.)

Lesson #29: Dan Pink’s brilliant blend of hard and soft evidence in his TED Talk (Two links. First, Dan Pink’s TED Talk - you’ll find the opening joke we reference in Crowdpleaser begins from the first second. Next, Dan’s advice on public speaking, laid out in an interview with author Tim Ferris.)

Lesson #30: The ladder of abstraction - and why you must climb up and down it - by Hayakawa and Dlugan (a brilliant post by Canadian blogger Andrew Dlugan, explaining why this obscure mid-20th century idea is enjoying such a  revival.)

Lesson #31: Chip & Dan Heath on using concrete examples and stories  (their brilliant, and free, four-page guide to making killer presentations. You have to register, but it's well worth the minimal effort). 

Lesson #33: Dave Ullrich on the power of quoting your audience's heroes (my 2015 radio interview with Ulrich - skip to 2 mis 2 seconds, when he tells the story of Victoria's Secret that's referenced in Crowdpleaser.)

Lesson #34: Brian Tracys P.R.E.P. technique (a quick 'how-to' guide from Brian's website. Jump straight to page 3 if you're busy).

Lesson #37: Nick Nanton's StorySelling  (his Emmy Award-winning short video story Jacob's Turn about a little boy with Down syndrome who got to play baseball for his local little league team).

Lesson #41: Wharton psychology professor Deborah Small on the Mother Theresa effect  (the original Wharton study on why we donate more money when here a story about one child than about millions of victims).

Lesson #42: Malcolm Gladwell's triple-whammy technique (a link to a BBC interview about his book David & Goliath - you can clearly see his ‘triple whammy’ of stories, social science and novel conclusions.)

Lesson #44: Warren Buffett on why communication skills will boost earnings by at least 50% (Three very short links. First, his talk with Columbia university students on why communication skills are worth half a million dollars. Second, his admission in a TV documentary that the fear of public speaking made him physically sick, and how a $100 Dale Carnegie course changed his life. Third, employing those skills masterfully to explain why gold is a terrible investment.)

Lesson #45: Socrates & the modern revival of so-called ‘Socratic Dialogue’ (Two links: First, to a great TEDx Talk by Prof Sira Abenoza of the Spanish business school ESADE, on why business & political leaders should stop approaching public speaking as a battle they must ‘win’, and instead use it as a constructive dialogue to arrive at a better ideas. Second, to a truly remarkable documentary she produced, applying the ‘Socratic Dialogue’ principles to the civil war in Northern Ireland that killed more than 3,500 people.)

Lesson #46: Prof John Sweller's Cognitive Load Theory (his brilliant contrast of a description of a square vs a picture of a square.)