看完视频之后，我认为不只是演讲，写作之中这四点原则也很实用：①只传达一个主要观点，突出自己想要表达的重点；②给观众一个需要关注的理由，激发观众的好奇心；③一步一步打造观点，可以使用比喻来解释他人难以理解的专业术语；④让你的想法值得分享，如果只适用于自己那还是算了吧。好的想法值得不断的传播与分享使得他人从中获益。

Some people think that there's a TED Talk formula:"Give a talk on a round, red rug." "Share a childhood story." "Divulge a personal secret." "End with an inspiring call to action."

有些人认为，TED演讲有固定套路：在一块圆形红毯上演讲；分享一个儿时的故事；自曝一个私人秘密；最后激情昂扬的号召大家一起行动。

 No. That's not how to think of a TED Talk. In fact, if you overuse those devices, you're just going to come across as clichéd or emotionally manipulative.But there is one thing that all great TED Talks have in common, and I would like to share that thing with you,  because over the past 12 years, I've had a ringside seat, listening to many hundreds of amazing TED speakers, like these. I've helped them prepare their talks for prime time, and learned directly from them their secrets of what makes for a great talk.

错了，TED演讲不是这样的。事实上，如果你滥用了这些工具，你讲的只会是陈词滥调，或是操纵观众情绪而已。但是有一点，是所有优秀的TED演讲者都具备的，我今天愿意与各位分享这一点，因为过去12年来，我一直坐在一个近距离观察位，聆听了上百位优秀TED演讲者的演讲，像这些人。我帮助他们准备这些重要的演讲，也从他们身上学到了伟大演讲的奥秘所在。

And even though these speakers and their topics all seem completely different, they actually do have one key common ingredient. And it's this: Your number one task as a speaker is to transfer into your listeners' minds an extraordinary gift -- a strange and beautiful object that we call an idea.

尽管他们讲的话题，五花八门，各不相同。他们确实具备一个共同特点，就是这个：你作为演讲者的首要任务是向听众传递一份与众不同的礼物，一种美丽而不寻常的东西，我们称之为“想法”。

Let me show you what I mean. Here's Haley. She is about to give a TED Talk and frankly, she's terrified. (Video) Presenter: Haley Van Dyck! (Applause) Over the course of 18 minutes, 1,200 people, many of whom have never seen each other before, are finding that their brains are starting to sync with Haley's brain and with each other. They're literally beginning to exhibit the same brain-wave patterns. And I don't just mean they're feeling the same emotions. There's something even more startling happening.

让我解释一下，这是海莉。她就要做一个TED演讲了，坦白说，她紧张坏了。在接下来的18分钟里，在场的1200人，很多人从未互相见过面，发现自己的大脑与海莉的大脑开始同步，也与在座的各位同步。他们真正的开始拥有相同的脑波。我不只是说他们体会到相同的情绪。还有更令人惊讶的事情在发生。

Let's take a look inside Haley's brain for a moment. There are billions of interconnected neurons in an impossible tangle. But look here, right here -- a few million of them are linked to each other in a way which represents a single idea. And incredibly, this exact pattern is being recreated in real time inside the minds of everyone listening. That's right; in just a few minutes, a pattern involving millions of neurons is being teleported into 1,200 minds, just by people listening to a voice and watching a face.

那就先看看海莉的大脑吧。她的大脑里数十亿神经元纷繁交错，但是看看这里，就是这里——有几百万神经元相连接，代表了一个独立的想法。不可思议的是，这个模型正实时再现在每一位听众的的大脑里。没错，短短几分钟内，数百万神经元相连接组成，正在传送至1200个大脑之中，人们只是听到一个声音，看到一张脸，就完成了这样的传送。

But wait -- what is an idea anyway? Well, you can think of it as a pattern of information that helps you understand and navigate the world. Ideas come in all shapes and sizes, from the complex and analytical to the simple and aesthetic.

但是等等，到底什么是“想法”呢？你可以把他想象成一个信息模式，帮助你理解世界、遨游世界，想法有各种形状、各种大小，从复杂的、需要分析思考的到简单的、富有美感的。

Here are just a few examplesshared from the TED stage. Sir Ken Robinson -- creativity is key to our kids'future. (Video) Sir Ken Robinson: My contention is that creativity now is asimportant in education as literacy, and we should treat it with the samestatus. Chris Anderson: Elora Hardy -- building from bamboo is beautiful.(Video) Elora Hardy: It is growing all around us, it's strong, it's elegant,it's earthquake-resistant. CA: Chimamanda Adichie -- people are more than asingle identity.(Video) Chimamanda Adichie: The single story createsstereotypes, and the problem with stereotypes is not that they are untrue, butthat they are incomplete.

简单举几个TED台上的例子，肯.罗宾逊爵士：《学校扼杀创造力》。（视频）肯.罗宾逊爵士：我认为，现在，创造力在教育中的地位同读写能力一样重要，理应得到同样的重视。克里斯.安德森（简称安德森）：伊劳拉.哈迪——《精美的竹制魔法屋》。（视频）伊劳拉.哈迪：竹子无处不在，它们坚韧、优雅，能抵御地震的冲击。安德森：奇玛曼达.阿迪契——《单一故事的危险性》。奇玛曼达.阿迪契：单一故事产生偏见印象，这种偏见印象的问题不在于它不真实，而是它不完整。

CA: Your mind is teeming withideas, and not just randomly. They're carefully linked together. Collectivelythey form an amazingly complex structure that is your personal worldview. It'syour brain's operating system. It's how you navigate the world. And it is builtup out of millions of individual ideas.

安德森：你的大脑里装满了各种想法，他们并非杂乱无章，而是有机相连。共同构成一种奇妙的复杂结构，这就是你的个人世界观。是你大脑的操作系统，决定你如何观察世界。它正是基于你脑海中数百万个独立的想法。

So, forexample, if one little component of your worldview is the idea that kittens areadorable, then when you see this, you'll react like this. But if anothercomponent of your worldview is the idea that leopards are dangerous, then whenyou see this, you'll react a little bit differently. So, it's pretty obviouswhy the ideas that make up your worldview are crucial. You need them to be asreliable as possible -- a guide, to the scary but wonderful real world outthere.

所以，比如说，如果你世界观中的一个小小组件，认为小猫咪很可爱，那么当你看到这张图时，你的反应是这样的。但如果世界观中的另一组件认为豹子是危险的，当你看到这个时，你就会有不同的反应。所以显而易见，那些构成世界观的观点如此至关重要。这些观点要尽量可靠—像一个向导，带你走进危机四伏、又精彩绝伦的真实世界。

Now,different people's worldviews can be dramatically different. For example, howdoes your worldview react when you see this image: (Video) Dalia Mogahed: Whatdo you think when you look at me? "A woman of faith," "anexpert," maybe even "a sister"? Or "oppressed,""brainwashed," "a terrorist"?

不同的人可能拥有截然不同的世界观。例如，当你看到这幅图时，你的世界观会作何反应？（视频）达莉亚.莫干哈德：当你们看到我时，你们是怎么想的？“有信仰的女人”“一位专家”甚至“一位修女”或者“受压迫”“被洗脑了的”“一个恐怖分子”？

CA: Whatever your answer, thereare millions of people out there who would react very differently. So that'swhy ideas really matter. If communicated properly, they're capable of changing,forever, how someone thinks about the world, and shaping their actions both nowand well into the future. Ideas are the most powerful force shaping humanculture.

不论你的答案是什么，总有上百万人和你有不一样的反应。这就是为什么“想法很重要”。如果沟通恰当，它们可以从此改变一些看待世界的方式，塑造他们的行为，改变他们现在以及将来的行为。想法是缔造人类文化的最重要力量。

So if you accept that your numberone task as a speaker is to build an idea inside the minds of your audience,here are four guidelines for how you should go about that task:

如果，你也同意你作为一个演讲者的首要任务就是在听众的心理种下一个想法，那么，下面有四条原则，指导你完成任务：

One, limit your talk to justone major idea. Ideas are complex things; you need to slash back your contentso that you can focus on the single idea you're most passionate about, and giveyourself a chance to explain that one thing properly. You have to give context,share examples, make it vivid. So pick one idea, and make it the through-linerunning through your entire talk, so that everything you say links back to itin some way.

首先，只传递一个主要思想。想法是个很复杂的东西，你要对你的内容做减法，突出重点，只关注一个主要思想，这也就是你最富有热情的观点。利用机会，好好阐述它。你要给出内容，分享案例，生动阐述。所以找一个观点，将它作为贯穿你整个演讲的主线，这样，泥浆的所有内容都可以回到这一点。

Two, give your listeners areason to care. Before you can start building things inside the minds of youraudience, you have to get their permission to welcome you in. And the main toolto achieve that? Curiosity. Stir your audience's curiosity. Use intriguing,provocative questions to identify why something doesn't make sense and needsexplaining. If you can reveal a disconnection in someone's worldview, they'llfeel the need to bridge that knowledge gap. And once you've sparked thatdesire, it will be so much easier to start building your idea.

第二，给听众一个需要关注的理由。如果你想在听众的脑海里建造高楼大厦，你必须先得到他们的进入许可。那么，实现这一点的主要工具是什么呢？好奇心。激发观众的好奇心，利用一些引人入胜、发人深省的问题，来来发现一些不合情理、需要解释的东西。如果你可以提示某些人世界观中还未建立的联系，他们就会觉得有必要补上这块知识。当你成功激发了他们的欲望，再开始打造观点就容易很多。

Three, buildyour idea, piece by piece, out of concepts that your audience already understands. You use the power of language to weave together concepts thatalready exist in your listeners' minds -- but not your language, theirlanguage. You start where they are. The speakers often forget that many of theterms and concepts they live with are completely unfamiliar to their audiences.Now, metaphors can play a crucial role in showing how the pieces fit together,because they reveal the desired shape of the pattern, based on an idea that thelistener already understands.

第三，一步一步地打造观点。利用观众现有的知识体系。你可以运用语言的力量，将已有的观念编织在一起，利用他们原本知晓的概念——不是用你的语言，而是他们的语言，从他们的角度出发。演讲者经常会忘了，许多自己十分熟悉的术语和概念，对于观众来说是完全陌生的。在这里，比喻就可以发挥关键作用，体现各部分的联系，因为它们能形象展现整体结构，基于听众现有的知识基础。

For example,when Jennifer Kahn wanted to explain the incredible new biotechnology calledCRISPR, she said, "It's as if, for the first time, you had a wordprocessor to edit DNA. CRISPR allows you to cut and paste genetic informationreally easily." Now, a vivid explanation like that delivers a satisfyingaha moment as it snaps into place in our minds. It's important, therefore, totest your talk on trusted friends, and find out which parts they get confusedby.

例如，詹妮弗.可汗，当她要解释一种不可思议的全新生物技术CRISPR，她说道，“这就好像，有史以来第一次你拥有一个世界处理器来编辑DNA，CRISPR能使你轻易拷贝、黏贴基因信息。”这样一种生动的描述就让观众一下子恍然大悟，让人瞬间明白是怎么回事。因此，重要的是，事先与可信赖的朋友试讲一下，找到他们听不明白的地方。

Four, here's the final tip:Make your idea worth sharing. By that I mean, ask yourself the question:"Who does this idea benefit?" And I need you to be honest with theanswer. If the idea only serves you or your organization, then, I'm sorry tosay, it's probably not worth sharing. The audience will see right through you.But if you believe that the idea has the potential to brighten up someoneelse's day or change someone else's perspective for the better or inspiresomeone to do something differently, then you have the core ingredient to atruly great talk, one that can be a gift to them and to all of us.

第四，也就是最后一条：让你的想法值得分享。我指的是，问自己一个问题：“这个想法会使谁受益？”我希望大家能城市的对待这个答案。如果它只对你或者你的组织适用，那么对不起，这个点子可能不值得传播。观众会立马看穿你，但是，如果你相信这个点子有潜力，会给别人带来灵感，或改善别人的观点，或者启发别人尝试新的改变，那么你就具备了一个真正伟大演讲的核心特质，它将是一份给听众、以及我们每个人的礼物。