By knowing the archetype of your executive or rising leader, you will be able to better anticipate their behaviors and evoke more provocative, resonating talks.

1. The Archetypes of Speakers
By knowing the archetype of your
executive or rising leader, you will be
able to better anticipate their behaviors
and evoke more provocative,
resonating talks.

2. Dear Reader:
Here’s some important context before you read these slides.
In 2009, I began coaching TEDxColumbus speakers when TED launched the license program.
Since then, I’ve collectively coached 200 people in the “TED-Style” of speaking both on TEDxColumbus and other licensed
stages, as well as dozens of “TED-Like” events within corporations and non-profits.
For several years I’ve been thinking about the patterns of behavior among speakers and how they prepare for their talks.
As a result, this deck outlines the six “archetypes” I’ve tracked among those I’ve personally coached.
For those who are working with groups of speakers, it is my hope this becomes a helpful tool in anticipating certain behaviors
and knowing how to evoke the best from them.
Ruth Milligan
Founder, Articulation Inc.
March 2016
This was first presented at the International Association of Business Communicators in Columbus, Ohio in January, 2016.

3. Student.
Follows every step of process
Appreciates feedback
Will you send you a draft recording
Writes a thank you note
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed

4. Type A.
Learns the system / Listens
Finished First (way first)
Always editing (perfectionist tendencies)
Always communicating about their work
(quietly promotional)
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed

5. Creative / Artistic.
Igniting
Volumes to share
Multiple iterations / Hard to narrow
Never finished / Afraid to be done
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed

6. Challenged*
High Activity
Funny or Self Depreciating
Anxious
Difficulty following coaching
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed
* I mean this literally. As in the persons with ADHD, ADD, those who have problems focusing -
or those who have legitimately faced serious physical or emotional trauma in their lives.

7. Smartest one
Knowledge Rich
Rule follower
No vulnerability
Defensive
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed

8. Self Absorbed
Proud
Audience deaf
Seeks more input / attention
Rule breaker
Student
Type A
Creative / Artistic
Challenged
Smartest one
Self Absorbed

9. Articulation is a coaching and training practice
dedicated to supporting both established leaders
and rising executives in the pursuit of genuine influence
through their own expertise, voice and story.
www.articulationinc.com