The Power of Storytelling: Lessons from the TED Stage
When Sheryl Sandberg read a draft of her TED talk to her husband — a talk that would become the best-selling book Lean In — he told her that while the facts where all there, he wasn’t being drawn in. She wisely scrapped it.
Rather than opening with stats, Sheryl decided to begin with a story: She’s at the airport attempting to peel her sobering preschooler from her legs so she can board a plane for a business trip. It’s a moment of raw emotion, relatable and honest. The audience is right there with her, leaning in. That’s because we are hard wired from birth to listen to stories. That’s how we learn—not from a recitation of facts.
Good politicians know this. They don’t say, “Let me tell you about the data behind my healthcare proposal”; they say, “Let me tell you about Emily. She was 13 years old before she had her first doctor’s appointment.”
Find your story and you’ll find your way into your talk. The best ones are authentic and have a “message,” or lesson, and support your big idea. i.e. What you are there to talk about in the first place!
Not a natural-born storyteller? Don’t worry. You’ve got options. While stories are a powerful tool, they’re not the only way to grab attention. Here are three more tried-and-true methods you can steal from TED talks.
1. Ask Your Audience to Imagine
Ever noticed how many TED speakers kick things off with “Imagine”? It’s not by accident. This simple word forces your audience to engage their imagination and feel what you’re talking about.
Take Jane Chen’s TED talk about low-cost incubators for developing nations. Instead of bombarding her audience with statistics about infant mortality, she starts by asking them to close their eyes, open their hands, and imagine holding a tiny baby in them. The combination of the prompt and a powerful image creates a deep emotional connection.
Try it yourself: Invite your audience to picture something—whether it’s a world without bridges, or a life without failure. You’ll have them mentally hooked in seconds.
2. Confess a Secret (and Show Your Human Side)
Everyone loves a secret, right? Confessing something vulnerable instantly builds a connection and makes your audience feel trusted. You’re showing them your humanness—and it’s magnetic.
Dan Pink nailed this in his TED talk “The Puzzle of Motivation” when he opened with: “I need to make a confession at the outset here. A little over 20 years ago, I did something that I regret. Something that I’m not particularly proud of…” He had the entire audience hanging on every word. Bonus points if your secret is funny and relatable!
Remember, nobody likes perfection. We relate more to people who show their flaws. So, share that imperfect moment, and your audience will be right there with you.
3. Contradict Conventional Wisdom
People love a good “what if” question. Especially if it challenges what they think they know. By presenting a statement that goes against the grain, you get their attention, spark curiosity, and set the stage for your message.
TED talks often use this “starting assertion opener.” For example, imagine starting your talk with: “What if I told you that doing what you love is a recipe for unhappiness?” You’ve immediately got your audience thinking, “Wait, what? Tell me more.”
By shaking up conventional thinking, you’ll have your listeners on the edge of their seats, ready to hear the rest of your argument.
Final Thoughts
Storytelling is one of the most powerful tools in your speaking toolkit. Whether you start with a compelling narrative, ask your audience to imagine something, or challenge conventional wisdom, grabbing attention at the start of your talk sets the stage for everything that follows.
So next time you’re preparing a speech or presentation, don’t just dive into the data—find your story and lean in.
