Index 239
Index
NUMBERS
10/20/30 rule, 234–235
3-second rule for text, 140
2D backgrounds, 120–121
3D backgrounds, 120–121
3M, 28
A
advantage-disadvantage structure, 129
adventure, call to, 36
advertising, appeals to emotion in, 14
Alfred Hitchcock’s Mystery Magazine, 226
ambiguity, navigating, 92
American Journal of Sociology, 104
analogies, 110
analytical appeal, 102
analytical audiences, balancing emotions and,
180–181
analytical content
emotional content balanced with, 100
emotional content vs., 137
topics for, 136
analytical devices, in Feynman’s lectures, 130
applause, analyzing patterns of, 104
Apple, 163
iPod launch, 163
Steve Jobs MacWorld 2007 iPhone
launch, 162–166
Aristotle, 14, 30, 100, 172
Armstrong, Neil, 152, 153
Arthur Andersen, 199, 200
audience
addressing resistance in, 86–87
analyzing who they are, 65
balancing emotion with needs of, 180–181
common ground created with, 68
connecting with, 56
deferring to needs of, 19
frequency of, tuning into, 70, 73
as hero, 20
holding attention of, 138
journey of, 35
liking members of, 64
positive first impression for, 172–173
sample calls to action for, 42
segmenting, 58–59
in state of rest unless compelled to
change, 95
structure and, 144
superheroes in, 56, 57
threshold crossed by, 34, 35
transforming, persuasion and, 44
tuning your message to, 4
what mentors give to, 67
audience interest, proportionate to
presenter’s preparation, 191
audience segmentation, Reagan’s Space
Shuttle Challenger address and, 60
audience’s journey
planning, 80–83
preparing for, 76–77
Avatar, 29
B
beer executives, presentation to, 58–59
beginning, of presentation, 36, 38–39
benefits, rewards and, 89
Bernstein, Leonard
case study: Young People’s Concerts,
187–189
as great communicator, 2
bias noise, 171
big ideas
building content in support of, 122
components of, 78–79
resonant frequency only and, 123
supporting, ideas filtered down to, 118–119
blending, 10, 11
Boettinger, Henry M., 103, 126
boring presentations, 8
Boston Philharmonic Orchestra, 48
brevity, valuing, 176
Brown, Tim, 118
business transformation, 6, 7
butterfly, metamorphosis of, 84
C
call to action, 37
in Gettysburg Address, 177
presentations and, 42
call to adventure, 36
beginning of presentation and, 38–39
for product launch, 39
Cameron, James, 233
camouflage, purpose of, 10, 11
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240 Resonate
Campbell, Joseph, 32
case studies
Alfred Hitchcock, 226–227
Benjamin Zander TED talk, 48–49
Cisco Systems, 112–115
E. E. Cummings, 228–232
General Electric and showing benefit of
change, 90–93
John Ortberg: emotive storytelling,
156–159
Leonard Bernstein’s Young People’s
Concerts, 187–189
Markus Covert, 184–185
Martha Graham, 210–213
Martin Luther King, Jr.: “I Have a Dream”
speech, 204–209
Michael Pollan: memorable dramatization,
150–151
Rauch Foundation: shocking statistics,
160–161
Richard Feynman: gravity lecture
structure, 130–133
Ronald Reagan: Space Shuttle Challenger
address, 60–63
Steve Jobs MacWorld 2007 iPhone
launch, 162–166
Wolfgang Amadeus Mozart, 222–225
cause-effect structure, 129
Causey, Richard, 199
Cerminaro, John, 189
change
acknowledging risk in, 84
audience connected to your idea and, 22
audiences compelled to, 95
crossing the threshold to, 34
genuine connections and, xix
as healthy, 6
presentations and, 8
resistance to, 86
resonance as cause of, 4, 23
showing benefit of: General Electric case
study, 90–93
Change by Design (Brown), 118
changing the world
hard work related to, 194
presentations and, 196
character arc, quality of, 80
chronological structure, 129
Churchill, Winston, 153
cinema, stories in, 26
Cisco Systems case study, 112–115
civil rights activism, 203, 204–209
climactic structure, 129
clustering, ideas by topic, 120–121, 142
Cochran, Johnny, 153
collaborative efforts, presentations and, 226
common goals, connection and, 69
common ground, creating, with audience, 68
communal emotional response, 136
communication, 6
components of, 170
contour of, 36–37
contrast at heart of, 40
Olson’s four organs of, 102
role of noise in, 171
communicators
blending and, 10, 11
great, 2–3
compare-contrast structure, 129
competitive edge, gaining, 202–203
complication, in story pattern, 29
Comstock, Beth
General Electric presentation by, 90–93
as great communicator, 2
confidence, mentors and, 67
comfort zone, refusal of the call and, 87
connections, 69
emotional, 14
forming, 12
personal values and, 68
through stories, 16
Conservation International, 154
content
clustering, 126
contrast in, 40
destination and, 76
editing, 118–119
contour, contrast and creation of, 104–105
contrast
in Beth Comstock’s GE case study, 90–93
contour created by, 104–105
in delivery methods, 138–139
emotional, creating, 136–137
in Feynman’s lectures, 130, 132
middle of presentation and, 40
in music, 222
presentations with a pulse and, 8
in sonata sparkline, 224–225
verifying, 46–47, 136–137, 143
in Zander’s TED talk, 48
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Index 241
controlling idea, 78
convergent thinking, 118
Conway’s Law, 182
courage, 6
Covert, Markus, case study: Pioneer Award
winner, 184–185
creative results, risk taking and, 12
creativity, fostering, 92
credibility, commonalities and, 68
credibility noise, 171
crossing the threshold, in presentations, 37
cummings, e.e., 228–232, 232
customer interest, template for story
about, 111
D
dance, Martha Graham and language of,
210–213
data, turning into meaning, 116–117
Defoe, Daniel, 71
delivery methods, contrast in, 40, 138–139
de Maupassant, Henri René Albert Guy, 15
de Mille, Agnes, 213
demographics, segmenting audience by,
58–59
demotivating structure, 135
density, in music, 222
desire, at heart of story, 26
destinations
definitive, 94
for presentations, 76, 77
destiny, rewards and, 88
Dickens, Charles, 152
divergent thinking, 98, 118, 119
documentation, structure, activities, result,
and delivery of, 26
doers, in audience, 43
Douzinas, Nancy Rauch, 160
Drake, Francis, 63
Duarte, Mark, vision presentation by, 117
Duncan, David, 199, 200
dynamic contrast, in music, 222
E
editing
musical scores, 188–189
your ideas, 118–119
Eidenmuller, Michael E., 60, 61
Eine kleine Nachtmusik (Mozart), sparkline for,
224–225
Eliot, T. S., 45
emotion
balancing in presentations, 180–181
big idea and, 78
facts presented with, 14
emotional appeal, 100, 101, 102
emotional content
analytical content balanced with, 100
analytical content vs., 137
topics for, 136
emotional contrast, 40
creating, 136–137
in Zander’s TED talk, 48
emotional devices, in Feynman’s lectures, 130
emotionally driven audiences, balancing
emotions and, 180–181
emotive storytelling, 156–159
empathy, creating for audience, 56
end of presentation, 36, 37, 44
Enron scandal, 198
earnings-call presentations and, 199
presentations during implosion, 200–201
environment, standing out from, 10
E.T., 29
ethical appeal, 100, 101
Euripides, 38
Everett, Edward, 176
evocative visuals
by Steve Jobs, 163
voting: democracy vs. tyranny, 154–155
experience, recollection of, 106
experiential noise, 171
exposition
in Mozart’s Eine kleine Nachtmusik, 224
in sonata form, 222
F
facts, failing to resonate with, 14
familiar content, oppositional content and,
40
Fastow, Andrew, 199
fear
change and, 84
refusal of the call and, 87
Few, Stephen, 117
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242 Resonate
Feynman, Richard
gravity lecture structure, 130–131
as great communicator, 3
sparkline, 132–133
S.T.A.R. moment, 149
Field, Syd, 30
filtering down ideas, 118–119, 142
first impressions, positive, 172–173
frequency of audience, tuning into, 70, 73
Freytag, Gustav, xviii
Freytag pyramid, xviii, xix
G
Gallo, Carmine, 163, 165, 174
Gargiulo, Terrence, 106
Gates, Bill, S.T.A.R. moment, 149
Gettysburg Address (Lincoln), 152, 176–177
Godin, Seth, 14
Gore, Al, 165, 196
Graham, Martha
communicating through dance, 210–213
as great communicator, 3
Greatbatch, David, 104
Great Speeches for Better Speaking
(Eidenmuller), 60, 61
Gretzky, Wayne, 165
groin, 102, 103
Guber, Peter, 12, 44, 136, 214
guidance, mentors and, 67
Gulati, Ranjay, 91
gut, 102, 103
H
Haemer, Ken, 56
handouts, 19
Harvard Business Review, 20, 78, 86
Hazlitt, William, 39
heart, 102, 103
Hemingway, Ernest, 182
Heritage, John, 104
hero
meeting, 72
rewards and, 88
hero’s journey
audience’s journey and, 35
call to adventure in, 38
crossing the threshold and, 34
structure of, 32–33
template for shortened version of, 110
Hero’s Journey, The (Campbell), 32
“High Flight” (Magee), 62, 63
Hitchcock, Alfred, 226–227, 232
Hodge, Chad, 20
Hollywood story forms, 26
pattern in, 29
templates for structure, 30
honesty, transparency and, 214
Hugo, Victor, 195
humanitarian benefits, rewards and, 89
humility, resonance through, 20
Hussein, Saddam, 154
I
idea generation, integrative thinking and, 103
idea life cycle, in mapping out audience
journey, 83
ideas
audience connected to, 22
breathing new life into, 8
clustering by topic, 120–121, 142
collecting, 98, 99
collectively exhaustive, 120
contrast in, 104–105
creating, 98
filtering down, 118–119, 142
generating, 98–117, 142
to messages, 120–122
mutually exclusive, 120
passion for, transformative power of, 216
seeing, transparency and, 214–215
transforming into meaning, 107
“I Have a Dream” speech (King, Jr.), xix, 203,
204–209
images, evocative, 154–155
imagination, reality created with, 233
Immelt, Jeff, 91
inciting incidents, 39
Inconvenient Truth, An (movie), 196
In Defense of Food (Pollan), 151
influence, of audience members, 65
influencers, in audience, 43
information, turning into stories, 110–111
innovation
change and, 6
General Electric and, 90
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Index 243
innovators, in audience, 43
integrative thinking, idea generation and, 103
iPhone launch, 162–166
iPod launch, 163
Iraqi voters, 154, 155
J
Japanese American internment (World War
II), cummings’s outrage about, 228
jargon, 174
Jarvis, Gregory, 62
Jobs, Steve, xix
as great communicator, 3
MacWorld 2007 iPhone launch, 162–166
sparkline of, 164–165
S.T.A.R. moment, 149
journey structure, of hero, 32–33
Jung, Carl, 32
K
Karate Kid, The (movie), 20, 66
Kennedy, John F., lunar speech by, 81, 194
King, Martin Luther, Jr., xix
as great communicator, 3
“I Have a Dream” speech by, 203,
204–209
knowledge, of audience members, 65
Kotter, John P., 78, 86
L
Lamentation, 212
language, common and unified, 174
Lay, Ken, 198, 199, 201
leadership, change and, 6
Leigh, Janet, 226
lifestyle, of audience members, 65
liking audience members, 64
Lincoln, Abraham, Gettysburg Address by,
152, 176–177
literature, 26
logical appeal, 100, 101
logic tree, 128
Long Island Index, 160
Luke Skywalker, 20, 21
lunar speech
by John F. Kennedy, 81
M
MacBook Air, unveiling of, 149, 163
Magee, John, 62, 63
mapping out audience journey, 80–83
to destination of presentation, 76, 77
idea life cycle in, 83
tools for, 82
March on Washington (1963), 204–205
Matrix, The, 20
McAuliffe, Christa, 60, 62, 63
McClintock, Barbara, 174
McKee, Robert, 16, 26, 39, 107
McNair, Ronald, 62
meaning
data turned into, 116–117
ideas transformed into, 107
in stories, 16
MECE. See Mutually Exclusive and
Collectively Exhaustive
memorable dramatizations, by Steve Jobs,
163
memorable moments, repeating and retran
mitting, 167
memories
relational, evoking, 108
sketching, 108
mentors
crossing the threshold and, 34
meeting, 72
presenters as, 20
role of, 66
what they give to audience, 67
messages
arranging, 126–134, 142
creating, 120–121, 142
from ideas to, 120–122
one per slide, 140
ordering for impact, 134
visualizing, 140–141, 143
metaphors, 110
middle
in Mozart’s Eine kleine Nachtmusik, 225
in presentations, 36, 37, 40
in sonata form, 222
misunderstanding, refusal of the call and, 87
motivating structure, 135
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