Why Professional Speakers Often Fail on the Red Dot
Description: Discover why professional speakers often fail in TED-style talks and learn the key differences between keynote speeches and Red Dot presentations. This article offers practical advice for both polished keynote speakers and experts new to public speaking, ensuring your message is clear, concise, and impactful.
Disclaimer: This viewpoints in this article belong to Brian Miller, the author and founder of Clarity Up LLC, which runs the Conquer the Red Dot® program. Beyond his own experiences speaking at TEDxManchesterHighSchool 2015 and coaching speakers to book, write, and deliver their talks at TEDx events, Brian is not affiliated with or endorsed by TED Conferences LLC and does not represent the opinions or policies of TED.
When you think of TED-style talks, and imagine speakers on that famous Red Dot, what comes to mind?
Are they words like...
Polished
Professional
Smooth
Uplifting
Inspiring
You're not alone. This style of communicating was even parodied by Will Stephen in his talk at TEDxNewYork in 2015, in a now-famous video entitled, "How to sound smart in your TEDx talk."
Will begins, "I have absolutely nothing to say whatsoever. And yet, through my manner of speaking, I will make it seem like I do!"
Funny, yes. And sure, many speakers do adopt that cadence we collectively associate with the Red Dot.
But you might be surprised to discover that for the vast majority of the 216,000 talks uploaded to the official YouTube Channel, this is actually not the case.
Contrary to popular belief, the Red Dot is not designed for polished, professional speakers. In fact, here is an excerpt from the speaker submission guidelines at TEDxWomen Everett:
"2. If you are currently a keynote or corporate speaker, you are not eligible to submit to a TEDxWomen Everett unless you have been expressly invited by the organizer." (source)
It goes on to say, "[We] are seeking people with ideas worth spreading who already do not have a venue for their ideas."
While this is not a rule, it is the spirit that I hear from conference organizers and committee members these days.
So, what does that mean for you, if you're dreaming of stepping on the Red Dot?
We want to learn from experts
In his book TED Talks, the Head of TED Chris Anderson writes,
"TED speakers seek to make their ideas accessible to those outside their field by delivering short, carefully prepared talks."
Note that Anderson says, "short, carefully prepared talks" and not "perfect, polished, mini keynote speeches."
It's easy to think that the platform is designed for polished professional speakers because so many of the most famous people who've ever stepped on the Red Dot are just that - the Simon Sinek's and Brené Brown's of the world.
Except, they weren't polished, professional speakers before giving the talks that launched their speaking careers. Simon was a burnt out advertiser who had only recently begun delivering motivational talks, and Brené was a respected but unknown academic.
They have since become sleek keynote speakers, with the rhythm, timing, and humor we associate.
But in the viral talks that made them famous? They both make mistakes, fumble over words, take too long to make a point (if you don't believe me, rewatch them: Simon | Brené).
And their talks conquered the world anyway.
What's the difference between the Red Dot and a keynote speech?
As viewers, we have different expectations of a short-form TED-style talk on YouTube than we do a 45-60 min keynote at a conference.
This may be good news or bad news, depending on who you are.
If you're an expert - scientist, academic, researcher, engineer, or industry leader with decades of experience - but you are not a super polished speaker (or perhaps, even suffer from speech anxiety), this is GREAT news.
You are exactly who organizers are looking for, and are more likely to get invited or have your application accepted.
BUT, you'll have to do a LOT of work to distill all that expert knowledge into a tight and focused 10-min presentation made for a general audience.
On the other hand, if you are already a professional speaker, delivering paid presentations on a regular basis at conferences, you are going to have a harder time getting accepted.
BUT, once you do, you'll surely dazzle the audience with ease.
In either case, here are some key differences you'll want to be aware of.
1. Utility vs. Expertise
Keynote Speeches: So long as your talk is useful, you do not need to be an expert to get paid big bucks at a conference. Many keynote speakers simply curate the best ideas from other experts and present them in an engaging and entertaining manner.
The Red Dot: You need to legitimately be an expert on the Big Idea of your talk. Which doesn't mean you have to be an academic, scientist, or researcher - you can be an expert based on your own experience, but it must be deep and verifiable, NOT merely a cool thought you had recently.
Example:
2. Inspiration vs. Idea-Centric
Keynote Speeches: Designed to motivate and inspire the audience towards a specific goal or action, often linked to the speaker's experience or success.
The Red Dot: Centered around one powerful Big Idea, often leaving the audience with a new perspective or way of thinking.
Example:
3. Formal vs. Conversational Tone
Keynote Speeches: Generally more formal and structured, with a polished and professional tone.
The Red Dot: More conversational and approachable, making complex ideas accessible and engaging for a broad audience.
Example:
4. Industry-Specific vs. General Audience
Keynote Speeches: Tailored to industry-specific audiences (i.e. engineers, women executives, HR directors), with content relevant to the professional interests and needs of the attendees.
The Red Dot: Crafted for a general audience, ensuring that the ideas presented are accessible to people from various backgrounds and fields (anyone who might find the video on YouTube).
Example:
5. Famous Speakers vs. Hidden Gems
Keynote Speeches: Often feature well-known speakers with established reputations and existing vehicles (i.e. blogs, podcasts, newsletters, social media followings).
The Red Dot: Highlight lesser-known individuals from local communities doing interesting work, giving a platform to hidden gems who might not have an existing platform to share their ideas.
Examples:
And of course, the timing is a major distinguishing factor. As a keynote speaker you might be given anywhere from 30 to 90 minutes, which means a lot more time to go deep, tell additional stories, present more data, and interact with the audience.
But TED-style talks are very short. Officially they are required to be 18 minutes or less, but these days, most of our speakers are being asked by their conference organizer for 10-12 minutes.
And I expect in 2025 to see that drop to 8-10 (it's already happening).
What should I do with this information?
Okay, so now you understand some of the key differences between stepping on the Red Dot and delivering a keynote speech, and the kinds of people who tend to be invited to both of those scenarios.
But what can you do with this information?
First, if you're a polished professional keynote speaker:
Adapt Your Content: Start by distilling your usual keynote material into a tighter, more focused presentation. Identify the core message or idea you want to share and eliminate any extraneous information. Practice delivering your content in a concise manner that still maintains its impact.
Ground Your Talk: It's not enough to be inspiring or motivating; a TED-style talk must be grounded in science or studies. Find evidence from academics and researchers that back up your Big Idea, and be sure that it's well supported.
Focus on One Big Idea: Unlike a keynote, which might cover multiple themes or topics, a short-form speech should revolve around one powerful idea. Spend time refining and clarifying this idea to ensure it's both compelling and accessible. (here's how)
Second, if you're an expert who rarely speaks, or doesn't already have a platform:
Clarify Your Message: Your expertise might be vast, but the Red Dot requires you to simplify complex ideas. Focus on one key takeaway that you want your audience to remember and ensure that it's communicated clearly and effectively.
Practice Storytelling: Great short-form talks include personal stories or anecdotes that illustrate the speaker’s point, beyond facts, studies, and statistics. Practice weaving these stories into your presentation to make your ideas more engaging and memorable.
Seek Feedback: Before stepping onto the Red Dot, practice your talk in front of diverse audiences to be sure it lands with people outside of your own area of expertise.
Suggested reading: Dreaming of the Red Dot? Focus on these 3 things.
Go make a dent in the universe
Understanding the differences between TED-style talks and keynote speeches is crucial for any speaker aiming to excel in both formats.
While keynote speeches allow for depth and interaction, short-form talks demand brevity, clarity, and a focus on one transformative idea, or through-line.
By adapting your approach and embracing the unique demands of each format, you can deliver powerful, impactful talks that resonate with your audience, no matter the stage.
Practical Advice on Clear Communication
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Topics include:
How to book, write, and deliver TED-style talks
Clear and consistent messaging
Professional speaking
