Becoming Quotable

Timothy Kenny
A free video tutorial from Timothy Kenny
Author of "Accelerated Learning for Entrepreneurs"
4.1 instructor rating • 82 courses • 125,198 students

Learn more from the full course

Mastering Thinking Skills Vol 2: Become a Creative Genius

Reverse Engineering the mental frameworks that geniuses from Jobs to Da Vinci used to dominate their fields.

06:18:54 of on-demand video • Updated May 2014

  • Learn the Language of Metaphors
  • Develop Industry-Shifting Innovation Skills
  • Deconstruct the Strategies of the Most Successful Geniuses of History
  • Build a Creative "Interstate System" to Connect the Different Parts of Your Brain
English [Auto] This is something I hinted about earlier but we're going to go deeper in this section on how to become quotable and what are quotes really. What does it mean. So it's really about meeting people at their metaphor or meeting people at a side metaphor we're there. It's kind of new to them and it's kind of kind of new to you. So when he writes a book called which pain a lot of the people that he's teaching to aren't necessarily mechanical engineers but that doesn't mean they can't understand it be shown what Lynch paid me. So sometimes you don't want to be using something that matches them perfectly. But most of the time you do. So he might come up with that single idea which linchpin in order to grab people's attention and do something new. But when he's communicating writing down and sentences in his paragraphs he's going to be using examples he's going to be using metaphors that make sense to his target audience. You've got to understand what's your target audience who are you speaking to. And then also when you're trying to turn your ideas into visual picture so you can process them better and also communicate them to your team. This is really important and if you're trying to make a name for yourself and trying to elevate the ideas that you have what your problems may be you're just communicating them in a very weak way. And so the way to punch them up is to start understanding what are the specialized filters that you're using and then what are the specialized filters that other people are using and matching those filters and figure out. Well what's interesting to them. So just because somebody is a programmer doesn't mean maybe one of their favorite things is fast cars. And so you can be using metaphors about fast cars or Ferraris or moderate Moslem bodies or whatever that's going to appeal to them even if that's not really what they do. The F-150 is the most popular truck now and especially for entrepreneurs. So why is that. One did the guys that are driving around these F-150 as they're hauling stuff every day they have a white collar job and they wear it and you know one thing they're putting into the back of their truck is the groceries when they go to Stop and Shop or stock market or whatever. So when they're shopping and they're doing that that's the only reason that they're the real reason it's not because they want to identify somebody who puts bags of groceries into the back of their truck it's because they see the ads that these guys building these huge houses are carrying these huge loads of stuff. And that makes them feel like more a man and makes them feel more tough even though they don't get that in their white collar jobs. So just because somebody does something in their day to day life doesn't mean that's what appeals to them the most so you can figure out what metaphors appeal to them most whether it's that they must your truck or whether it's that fast sports car and then you tap into those metaphors. That's going to get you a long way towards Well what do they aspire to. What do they really like and then tapping into the power emotional power that is that's going to hit home. The other thing I also hinted about this is this is a data compression tool. So when you got a very complex idea you know one way you're to be able to communicate it with people is to compress it. It's also very important for yourself if you're if you're trying to juggle large amounts of information and you have no way of simplify it for yourself. Then you're dead in the water because it's just going to be too much to handle and you're going to get overwhelmed and then get overwhelmed. That really decreases your ability to get good work done and also to learn and consolidate. Because a hormonal effect actually goes on your brain that takes away resources and you're going to get less Soss oxygen in your brain less blood. We'll be back. We'll be talking about that later in the course. And the effects of that and how to get into the flow and stay in for full. So what most experts do is they put the burden on the listener. And what I mean by that is they want you to work to understand what they're saying. But if you're an expert you should know what you're talking about so much that you can on the fly convert it or you've already converted it to their way. And you can just spit it out and do it in a way that's easily digestible to them. When a bird is feeding its young sometimes it'll eat that would completely digest it and then regurgitate it for the baby so it doesn't have to chew it. Or maybe the baby doesn't even have teeth so can't even Schubert's digestive system isn't as strong. And that animal is going to eat the food partially are completely digested and then regurgitate it for the baby so that it has the easiest time getting that food into its system. So you've got to be thinking in the same way. I've got to convert what I've already the skills I already have and the knowledge I already have and convert that for the listener because they're not in a privileged place that you're in they don't have the same sort of built in neural nets that you've developed over time. So you've got to convert it to their neural nets so that they can really easily. And it's plug and play. Something that's useful a lot of times pitching books pitching startups pitching movies. If somebody's got a new idea they're gonna say X meets y. You look at him versus for our shift he says Jason board meets Julia Child. So that's his way of taking two very different perspectives of looking at things two very different metaphors and combining them that's what makes his books so unique and so powerful as two very different people two very different pictures throwing him together. What would happen if you saw that so that's part of what gets people to say wow that's I want to learn more about that. I want to check that book out. So beyond just understanding the metaphors it then becomes an artistic thing of how had you what specific words do you use. What's the best metaphor. So I use that metaphor earlier about regurgitating food that's not a great picture so that's not something I would necessarily use pas on the radio or because I was always on TV and I wanted to explain something. But that's what came to me in the moment. So just because something comes to you in the moment doesn't mean it's going to be the most appealing metaphor. But some people are going to really appeal to them so if they're really into nature where they're really into into birdwatching that kind of metaphor is going to really appeal to them. Anybody who's interested in food that may appeal to them or it might cross them out. So you have to think about well what are the emotional associations that people are going to come attached with the metaphors they use and you're going to notice that politicians a lot of times they're going to use one metaphor if they're criticizing an opponent in a completely opposite metaphor when they're describing something that they want to support for themselves. So pay attention those metaphors because they come combined with connotations so if you want to learn more about this there's a distinction between denotation and connotation. Denotation is the dictionary definition of a word connotation. It's all the lateral associations that it has that people's brains will automatically fire off when you say that word even if it's not in the dictionary. So the other thing to add to that is repetition. Right. So think about how people create songs and one of the purposes of songs that still use today is to transmit information and to teach and by having that chorus sing over and over again three or four or five times in that song that really hits home that gets those repetitions in for people that's what they remember the most from a song. So it's a teaching tool. So make sure you get set repetition of sounds and rhymes into your quote if you can because that's going to make it. First of all you're more true. They've done studies people. Anything that rhymes. People just perceive it as more true than if it doesn't rhyme. And also people are going to remember it better because that's repetition of sound. And any time you can get people doing a repetition it's going to make it easier to remember a really cool book if you want to learn even more about the subject called predicting new words. This guy Allum that Medcalf created this. This tool for understanding how things become quotable and what they means succeed and which ones don't. So this year YOLO you only live once became one of the most popular means. And the reason why is because it had part of it is because it had that repetition and it also had. So here's the five things that are the ingredients to creating something quotable first is familiarity. Second one is unobtrusive a.. Third is diversity of users so unobtrusive Mrs. means it does. It's not a really weird thing to say that just catches you right out of the blue. And it's hard to fit into a conversation so it's something that's simple enough that you can that you can use it in a lot of different ways. Diversity of users means you've got middle age women using it. You've got young people using it you've got old people using it. People across a wide variety of different cultures and backgrounds high income low income they're all using it and using it in different ways. So generations of meanings and forms. So this means that people can incorporate it into their own ideas and they can build on top of it. So it's something where it can be transformed. Additionally on top of whatever you've done and it can be used in a lot of different ways that there are different forms. So in endurance of concept is how long is that concept going to endure. How is it going to fit into the culture and then is it going to stick or will people stop using it. So the more ways it can be used. The longer it's going to endure in the more it's and that's a signal that's going to be a quotable thing. So how do you do this for yourself. As I said before you're combining new words and you're combining metaphors and you're thinking about what's a great metaphor. Once you've identified the metaphor or the two or three that you want to play with that it more comes down to well how am I going to describe this what specific words am I going to make it rhyming things like that. And if you want to learn about how to do this start paying attention to people that do a lot of public speaking because they're going to use this stuff a lot. Pay attention to preachers in churches go on YouTube and check it out because they're going to use a lot of these little phrases. And it's part of how they transmit information because our culture has gone farther and farther away from verbal communication is the main form. A lot of this stuff has died out. And that's why not a lot of people are as good at creating these things as they used to. And so that's it makes it actually a lot easier for you to go out and do that because there's a lot less competition than they used to be. And one of the most interesting domains to look at this is the pimp game and how pimps communicate information and they're in a unique situation because they really don't want to write down the different things that they know they don't want to create something that's trackable traceable. They have no interest in publishing this information it's something that's passed down from one page to the next. And so it's a complete oral tradition and oral tradition was in large part killed by first of all writing things down on paper and then Gutenburg with the printing press it really stamped out the need for that and the increased efficiency. But you also lost other things so cause it can't be written down. Everything has to be oral and so everything has to be something that's very easy to retain in your brain without ever writing it down. And so that's why they make everything rhyme and they use interesting metaphors in a word to make it memorable and you can go back to the Iliad and The Odyssey where everything was in metre everything or was rhyming or a combination of both of those in poetry because that's how people communicated ideas. And you needed to give something an artistic treatment and make it right and give it a meter so that it was memorable. And because people don't need to do that anymore they don't develop these skills. And so most of what they're saying or their ideas aren't quotable aren't memorable because they don't realize that that's important. Another cool example was this ad campaign in Africa for birth control and they wanted to communicate to the women that these resources are available you can get condoms you can get birth control. And the problem was they were giving them posters and putting up these posters. But what they found out is that a lot of the women couldn't read the posters. And so what they did is they turned the information into a song and then they at because what they learned was that the way the women and the wages information in general was was passed down or passed from Tried to tribe and from community communicate. Community wasn't by the men it was by the women and the women would sing and dance together and so they would share information by singing songs to the people of the other villages and other communities. And so they turned the information to a song eventually they even turned it into a small play that they would put on. And so that's how they communicated that information. So you've got to really understand at a deep level how is your specific demographic that you want to target communicating with each other who's communicating to who who shares the most. So for example on Facebook the people that share the most are middle aged women. So if you want to really share something it has to appeal to them. And if you look at a lot of viral campaigns and the people that are doing these campaigns they have to understand well who's even on Facebook who's on social media who's on Drew. What times of the day and who's most likely to share something and who are they going to share it with. So you have to understand all of these things if you want to really communicate effectively. And the best thing to do is preemptively start communicating to your self using metaphors instead of using the complex terminology and language that your profession use. One of the best things you can do as a mental habit is to just completely wipe your brain of using any of that terminology was absolutely necessary. 95 percent of the time it's not necessary you can use a metaphor instead. So the best way to do is start training your brain to think purely in metaphors because what is going to live you do is two things. First it's going to train you use your imagination even if it's completely unconscious you still got to an ability to visualize and use your imagination in something that you have to bring into consciousness. That's what the practice is basically all about. That's why you have the ability to have dreams you have the ability to get people Russians even if you don't feel like you're seeing pictures in your mind's eye. So first of all it's going to do that. And second of all as you develop your synaesthesia by using different metaphors you start to develop that ability and ability to use your senses in sync and in parallel. Third thing is you're in it your brain is going to take those pictures that you create and start combining them. Their own and as you communicate with people you communicate with your self through thinking which is just the voice in your head you're to develop better ways of expressing things in your midst. Come up with tons of ideas tons of metaphors. They're just going to transform your industry because nobody thinks this way. And once you start doing that and getting all these cylinders running at the same time it's going to be blown away by what you're able to come up with.