THINKER'S ALMANAC - February 23

Why is one of the keys to a successful Ted Talk not just the content of the talk but also the talk’s time limit?

Subject:  Attention - TED Talk Time Limit

Event:  TED Founded, 1984

In 2005, Time magazine reported that research conducted by Microsoft Corporation concluded that the attention span of the average individual dropped from 12 seconds in 2000 to 8 seconds in 2005. Time also noted that the attention span of a goldfish is 9 seconds(1).

A bit more optimistic view of the human attention span can be found at TED conferences, where the rule is no presentation may exceed 18-minutes.  It’s hard to argue with the success of TED Talks; they are streamed more than 2 million times per day.

                                                        Image by Mohamed Hassan from Pixabay 

TED (Technology, Entertainment, and Design) was created by Richard Saul Wurman, who hosted the first TED conference in Monterey, California, on this day, Thursday, February 23, 1984.  Attendees paid $475 to watch a variety of 18-minute presentations.  In 2009, TED began to depart from its once a year model by granting licenses to third parties for community-level TEDx events.  The TED.com website was launched in 2006, and today there are TED events in more than 130 countries.

As TED curator Chris Anderson explains, the time limit is no accident; instead, it is a purposeful standard that helps both the speaker communicate clearly and the audience learn more efficiently:

It is long enough to be serious and short enough to hold people’s attention. It turns out that this length also works incredibly well online. It’s the length of a coffee break. So, you watch a great talk, and forward the link to two or three people. It can go viral, very easily. The 18-minute length also works much like the way Twitter forces people to be disciplined in what they write. By forcing speakers who are used to going on for 45 minutes to bring it down to 18, you get them to really think about what they want to say. What is the key point they want to communicate? It has a clarifying effect. It brings discipline. 

Communication coach Carmine Gallo explains the logic of the 18-minute time rule based on the physiology of the brain:

The 18-minute rule also works because the brain is an energy hog. The average adult human brain only weighs about three pounds, but it consumes an inordinate amount of glucose, oxygen, and blood flow. As the brain takes in new information and is forced to process it, millions of neurons are firing at once, burning energy and leading to fatigue and exhaustion. (2)

Furthermore, although the brain makes up about 2% of the body’s total weight, it uses 20% of the body's energy.

Recall, Retrieve, Recite, Ruminate, Reflect, Reason:  What is the rationale behind the 18-minute time limit for TED Talks?

Challenge - Under 18 But Not Minor:  Some of the most effective and memorable speeches in history come in under the 18-minute rule.  For example, Martin Luther King’s “I Have a Dream” speech, which he gave at the March on Washington on August 28, 1963, was 17 minutes long.  Speaking at a normal pace, the average 18-minute speech would be approximately 2,500 words.  Do some research on great speeches, and find one that you like that is under 2,500 words.  Explain the rhetorical context of the speech and, besides the fact that it is less than 18-minutes long, explain why you feel it is effective.

ALSO ON THIS DAY:

-February 23, 2011:  On this day an important study on language was published. More specifically, the study revealed the power of metaphors to persuade.  In the study, participants were shown two different metaphors describing the same situation:

Crime is a beast ravaging the city.

Crime is a virus ravaging the city.

People who read the “beast” metaphor were more likely to suggest law enforcement-based solutions, such as more police or longer jail sentences.  In contrast, people who read the “virus” metaphor were more likely to suggest education initiatives or economic policy changes. Clearly metaphors subtly influence our thinking, bringing to mind different associations.  When we think of a “beast,” for example, images related to brute force and cages come to mind.  In contrast, when we think of a “virus,” images related to antidotes and prevention come to mind. (3).

Sources:

1-McSpadden, Kevin. “You Now Have a Shorter Attention Span Than a Goldfish” Time.com 14 May 2015.  

2-Gallo, Carmine. “The Science Behind TED's 18-Minute Rule.”  Linkedin.com 13 March, 2014.

3-Thibodeau, Paul H. and Lera Boroditsky. “Metaphors We Think With: The Role of Metaphor in Reasoning.” Feb. 2011. PLoS ONE 6(2): e16782.