Steve Jobs’ childhood memory about rocks and good ideas resonates with me, in the context of top-tier TED Talks.
In an interview, he once shared a story involving a rock tumbler.
He saw it as an analogy for the iterative improvement of ideas. Jobs explained how a truly great idea doesn’t simply appear fully formed:
“We got some rocks — some regular old ugly rocks — and we put them in the can with a little bit of liquid and a little bit of grit powder. [My elderly neighbor] turned this motor on and he said, ‘Come back tomorrow.’ And this can was making a racket as the stones went around.
I came back the next day and we opened the can and we took out these amazingly beautiful polished rocks — the same common stones that had gone in.
Through rubbing against each other — creating a little bit of friction, creating a little bit of noise, — out had come these beautiful polished rocks!”
His point? Beyond the initial spark of inspiration is a lot of WORK. Friction is necessary to turn the idea into something deeply polished and impactful.
He also asserted that a collaborative focus is essential to an idea next-leveling. Jobs continued:
“My metaphor for a team working really hard on something they're passionate about is that it's through that group of incredibly talented people bumping up against each other — having arguments; having fights sometimes; making some noise; and working together — they polish each other. They polish the ideas. And what comes out are these really beautiful stones.”
Jobs' philosophy highlights how, in the refinement process, ideas are inevitably reshaped as new complexities arise, forcing compromises and adaptations.
Similarly, developing a BIG IDEA requires continuous adjustments to fit it within a format that’s concise and sticky. Each friction point — whether through peer critique, self-reflection, or coaching — helps refine and clarify the message.
So if you’re a hopeful TEDx speaker looking to identify, refine, and spread a BIG IDEA, here are some actionable next steps:
Start by distilling your idea into one concise paragraph. TED’s format centers around a BIG IDEA — a singular, compelling insight that’s powerful and essential.
- ASK: What’s the central point I want people to remember?
- ASK: How does this idea challenge conventional thinking?
- ASK: Why is this idea important right now?
Write down your talk’s BIG IDEA as one sentence — shoot for fewer than ten words. A thru-line helps maintain coherence and focus, enabling a listener to follow your idea from talk start to talk finish.
- ASK: Does my thru-line capture the BIG IDEA’s essence?
- ASK: Is it understandable and memorable to 1st-X listeners?
- ASK: How many new ways can I restate my idea?
3. CONSIDER THE AUDIENCE.
Think about what’s in it for your viewers. TED talks are often geared towards spread-worthy ideas that are low-friction and have resonance with a universal audience.
- ASK: How will this idea inspire or challenge listeners?
- ASK: What’s surprising about the idea that others don’t see?
- ASK: How can this idea be applied in everyday life?
4. APPLY A CULTURAL LENS.
Examine how your idea resonates across various cultural and societal contexts. Explore the relevance of it to those outside your silo of exposure and experience.
- ASK: Does this idea have universal appeal?
- ASK: How might it be perceived by varying backgrounds?
- ASK: Can any part of it be reframed to be more relatable?
Share your distilled idea with friends, colleagues, and a coach to get objective feedback. This process, akin to Jobs’ rotating rock tumbler, can reveal blind spots and strengthen your message.
- ASK: Does my idea make sense?
- ASK: Is it intriguing enough to want to learn more?
- ASK: How can I make the idea clearer?
6. ITERATIVELY REFINE IT.
As Jobs described, great ideas take time to evolve and polish. Use repeated, varying rehearsal audiences to continually test and refine your idea. Shoot for 50+ practice deliveries of your talk.
- ASK: Which elements still feel awkward or unnatural?
- ASK: What blind spots are exposed with each rehearsal?
- ASK: What one thing do you remember?”
A system like The BIG IDEA Mill™ can guide you through stress-testing and next-leveling your insight. Exercises, guidelines, and workshopping will reveal your TED-worthy message.
- ASK: What are the success statistics of a given methodology?
- ASK: What process or tool has resulted in million-view talks?
- ASK: How does the process rate on the TED Top 25 list?
Remember the rock tumbler metaphor with each of the above steps. Every round of friction, feedback, and refinement ]will help mature a “good” idea into a powerful, TED-worthy “idea worth spreading!”
DEVIN D. MARKS is known as The TED Talk Whisperer. His firm, CONNECT to COMPEL, has served 100s of TED, TEDx, and short-talk speakers. The result: 100s of millions of views. His team help niche experts, authors, and leaders (just like you), spread BIG ideas.
LET THE WORLD LIVE YOUR MESSAGE™
You can reach Devin at 617.804.6020, or DM him here.
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PORCH STORIES: (Advertisement)
On mornings, I drop my kid at school and circle back just over the railroad tracks to my favorite espresso spot. I claim one of the green wicker chairs on the porch.
Drinklings Coffeehouse is in one of the oldest structures in town — the former depot home of the stationmaster. That porch, under an old shade-giving hemlock, is likely the same spot railroad men sat “jawing” 130-odd years ago.
The station stop is long gone and the train just whistles through. But once it passes and the wind rush dies down, there’s a quiet. Sometimes in those moments I imagine I can almost hear stories swapped by the old-timers.
Customers come and go around me — some familiar, some new. Sitting there I sometimes overhear their conversations — their stories.
Most of the time — upwards of 99 out of 100 — their tales just breeze in and out. They don’t stay with me.
There are many reasons for that:
- Some are disjointed.
- Some are oversaturated with detail.
- Some really don’t seem to have a point.
- Some get stuck in “and, and, and” quicksand.
They aren’t memorable. Repeatable. Shareable. They don’t stick.
Often a friend will join me, in that second wicker chair. Same thing. The stories sorta pass time, but they largely pass on — fleeting.
But then, Mike joins me. Energetic in his 70s, he has lived a full life: Wife of 50+ years. Kids and grandkids. Teacher in a one room schoolhouse. Pastor. Author. Professor. Missionary. Entrepreneur. Publisher.
He even owned a “farm” in Africa — next to the very one featured in the movie Out of Africa!
But beyond Mike’s colorful life, what wows me is his easy ability to spin a yarn.
More often than not, his stories are memorable. Repeatable. Shareable. His stories stick.
I’ve often pondered why his stories engage so deeply *and* why they are so spreadable.
My conclusion?
✔ Mike’s stories are STRUCTURED. They are shaped in a simple, clean, 3-act design.
✔ Mike’s stories are TEXTURED. They include just enough detail to create a visceral picture in the mind.
✔ Mike’s stories are IGNITING. They are going somewhere and have a “job” to do. They spark action.
✔ Mike’s stories are CONNECTING. They are relatable and can be “owned” and expanded on by his listeners.
✔ Mike’s stories… Well, you see where I’m going here.
Like the best TED Talk storytellers, Mike’s stories are STICKY.
Now yes, Mike is gifted. But I know he’s also worked over decades, practicing to perfect his art.
I imagine you want to learn to share stories that are memorable, repeatable, shareable, sticky. Right?
Let’s save you a few decades of pratice:
→ Click here to begin your STICKY Stories™ training.
→ Click here to claim my (free) actionable STICKY Stories™ learning tool.
TEDster Insights in Video.
Here's a video short that unpacks some dimensions of the ideal TEDster slide deck
Simplifying PowerPoint: How to Whittle Down 96 Slides?
Want more? The TED Talk Whisperer YouTube video library is here.
Become a TED-Level Presenter!
When you're ready to take center stage (or center screen), let me know. Whether you're working on a TED Talk, commencement address, or an employee all-hands presentation, you will want to be:
Those 3 priorities are what make The Marks Messaging Method so very, very connecting and compelling.
Have a speech coming up? Are you interested in public speaking training?
Good news!
This framework can next-level any general center stage opportunity. Whether for a national conference keynote or funding pitch, The Marks Messaging Method can get you stage-ready.
To begin a conversation, click here:
LET THE WORLD LIVE YOUR MESSAGE™
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