Hearts & Minds: Lessons from the incredible shrinking TED Talk

News that novelist Elif Shafak has been told to cut her TED talk from the standard 18 to 13 minutes is no surprise. Anything longer than 13 minutes, she was instructed, makes the audience tired, demoralised and numb.

Even 13 may be too much. A traditional rule of thumb in public speaking is 7 minutes should be the limit. After that, the first eyes droop and heads start to roll.

So, Shafak will still be pushing the bar. Even so, it is clear where the trend is heading. In this online, smartphone-dominated age, attention spans are currently down to less than 8 seconds and falling. The implications for comms, for those who need to get their messages across, are clear: less is more.

Easier said than done, of course. But it is remarkable how many folks do not think about who they are aiming to reach, who will be listening, and why.

Keep it short. No chunky paragraphs or long, drawn out sentences. No convoluted explanations. No sub-clauses which require the listener to think and take time to digest.

Make your points quickly and succinctly. Using bullets helps. It should not be rapid-fire; you’re not a machine spewing out facts. But nor should you be slow and languid.

Use the media as your guide. The question of any editor on being told of a story is what’s the headline? Headlines or toplines are there for a reason: they’re designed to seize the reader. They are the message; they summarise what it’s about, what matters.

If allowed, use imagery. A picture is worth a thousand words. Avoid generic, stock photography; if possible, choose bespoke and authentic. A video may assist, but only if it is short and punchy.

Say something. That may seem trite but people, TED audiences, journalists, stakeholders, are busy. Digital has speeded everything up but paradoxically we have less time.

It is vital then not to waffle. Look at what you’re saying and ask yourself honestly: will it add value, will they learn, can they absorb the takeaway, will they be able to repeat it accurately? If the answer is no, redo.

Do not worry. We are all taught at school and university to show our reasoning; to convince the examiner we know our stuff. It’s ingrained and is hard to shake-off. This isn’t an exam, it’s assumed you know. Being brief, but not too brief, displays confidence. It really does.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.