Ryan Foland speaks with Cathey Armillas, a marketing strategist, speaker, and TED Coach who helps speakers figure out what their core idea is, how to package it as a message, and how to market that message. Ryan and Cathey dive into why the TED format works, and why finding your core idea is essential to finding the right audience and getting that audience on board with your message, and take action. Listen to this podcast to find out: - How to figure out your core idea and how this can impact how you structure your talk. - What it takes to get on the TED stage, and why this might not be for every speaker. - What modern audiences are looking for and why engagement has to be at the forefront. - Why you need to find something the audiences cares about that links your whole talk together. - How diversifying your offerings can help you reach more people and bring in more revenue. (Spoiler: it’s not all about the keynote.)

1. INTERVIEW WITH
CATHEY ARMILLAS

2. CATHEY ARMILLAS
"You can't teach other people how to be themselves and
how to speak their best way—you can’t. Y, you have to
teach them that they have to figure out that formula."
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3. CATHEY ARMILLAS
"Since TED is all about spreading ideas, I quickly
learned that all a TED Talk was, it was a mini
marketing campaign for an idea."
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4. CATHEY ARMILLAS
"You really have to know your idea first because
there inherently should be an idea in there that
challenges the mind, the thought, the action of the
people that you're talking to. "
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5. CATHEY ARMILLAS
"If you've got an old idea, meaning it's been around for a
while, you have to give it a new polish. You have to give it a
new angle. You have to give it a new something that we
haven't heard before. This is what made TED really popular."
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6. RYAN FOLAND
"You actually can't drive your talk unless you have
an actual core idea."
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7. CATHEY ARMILLAS
"What is it that you want somebody to walk
away with and do with your message?"
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8. CATHEY ARMILLAS
"There always has to be a string— you always
have to be going from one context, or one idea, or
one concept, to the next within the actual talk."
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9. CATHEY ARMILLAS
"As the audience, we don't have the capacity to go down every
loophole with you. You need to keep us attached to the idea as
much as possible and keep throwing unexpected things at us.
Anything expected we could pick up our phones and do it ourselves"
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10. CATHEY ARMILLAS
"Any idea that you have and you give to the world, it should
be as deep as possible and as wide as possible, and as wide
as possible to me always means, "How universal is this
idea, how many people can you include into this idea?"
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11. CATHEY ARMILLAS
"You have to teach people, you have to inspire people,
you have to be able to influence them through the
inspiration of what you're teaching and your ideas."
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12. CATHEY ARMILLAS
"The world tries to tell us like, "Everybody should give
a TED Talk," but maybe that's not right for
everybody. It just depends."
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13. CATHEY ARMILLAS
"As soon as I walked off stage and I said to myself, "You
absolutely nailed it. When you're under pressure, you can
absolutely do this. Not only can you do this, you do this, you
smashed it, you absolutely killed it out there."
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14. CATHEY ARMILLAS
"Find that unique angle that you have. Not just unique
angle, but something that is unique and valuable."
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15. CATHEY ARMILLAS
"Instead of buying someone else's definition of what cool is, or
trying to fit into the external world, I'd rather go, "I am going to be
my own person. I'm going to utilize what I have been put on this
Earth to do and I'm going to let that shine"."
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16. CATHEY ARMILLAS
"LinkedIn is just a big networking room. But you can
choose which networking room you go into, you can choose
who's going to be in that networking room and you can
choose what you're going to say to those people."
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17. EXPERT INSIGHTS ON
GROWING YOUR
SPEAKING BUSINESS
Listen to the World of Speakers Podcast Series on iTunes.
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