How to Deliver a TED Talk: Secrets of the World's Most Inspiring Presentations, revised and expanded new edition, with a foreword by Richard St. John

CHAPTER 4

Crafting Your Catchphrase

TIP 32: Encapsulate your idea worth spreading in a viral catchphrase.

In his TEDxPugetSound talk, Simon Sinek¹ shared a revelation that he had a few years before. He figured out the common thread that explains why some leaders and some companies succeed while others fail. Fortunately, he did not keep this to himself; after all, his life’s purpose is to “inspire others so that they can do the things that inspire them.”

Simon’s secret, which he shares freely with the world, is expressed in his Golden Circle concept. Simon builds a compelling case that average people and average companies start with what they do, and if we are lucky, they share a little bit of how they do it. In contrast, inspiring leaders and ...