TED Talks: The Official TED Guide to Public Speaking

TED talks have a reputation for being highly engaging and informative. What is the secret? This book explores why we engage with public speakers in ways we don't in other mediums. It also details many key points needed to make a good talk. With all the topics covered there are general points on best practices. Though there are usually openings to go against the flow if a speaker is comfortable or skilled in a specific area.

The constraints of the speaking environment can be beneficial. A shorter time frame requires a speaker to prepare and distill the key points down. TED has an 18 minute limit, providing a concrete, limited time frame for speakers.

The visual aspects of the talk can have a great impact on the talk. A speaker that is vulnerable in the open on a stage will be received better than one standing behind a lectern. Being able to talk directly to the audience rather than read the talk from notes or a teleprompter increases engagement. It also helps to have well-pressed clothes with colors that contrast well with the background. Visual aids such as slides can distract from the talk. People are drawn to the slides and will lose focus on the actual speech. Poorly designed or busy slides can be a great impediment. Technical difficulties can also create problems.

The content of the talk is the most important part. It should not be a sales pitch or an inside story. It should be something of interest to the large audience. The talk should have an arc of what is delivered. The story should be told in a way that piques the audience's interest. Simply rearranging the points or bringing things out in a more unexpected way can make it much more engaging. Adding appropriate humor and being vulnerable is also helpful. The goal is to provide something for the audience, not to request something from them.

Free: The Future of a Radical Price

Is giving away something a valid business model? Chris Anderson attempts to show how "free" business models can work. The book contains a lot of interesting anecdotes, but some of material already seems dated, just six years after the publication. However, the "dated" facts actually serve to help his thesis. Some concerns were echoed about facebook's business model. Wouldn't monetizing cause them to lose the eyeballs they had built up? Apparently not. Facebook has managed to build up an extremely profitable business. Google is still profiting by giving away even more (and selling a little bit.) Freemium models where only a minute percentage of customers pay are working well. Online music streaming services have caught on.

With costs of distribution getting smaller and smaller, it becomes easier to have a distribution model where most people get the digital product for free. Building up a large network of free users can help make a platform viable for paid users. Psychologically, mircropayments have not worked well (since there is a huge cliff between "free" and "pay") However, instead of charging everyone 1 cent, 1 person can be charged a $1 and everyone else can get it free. This allows building a large network or following (which also adds value to those who pay.)

The book is an interesting read, with many ideas that now seem obvious. Free can be a promotional tool as well as a valid business model.