There is machinery operating
under the hood within me
that I want to share with you.
I think of Batman's
utility belt. I remember--
I'm old enough to remember
Batman in first serial,
OK, back in the 1960s.
And wherever he was,
whatever he needed to do,
there was a-- one of the
pouches on his utility belt,
he'd reach in.
And there was the thing
he needed in that moment.
Point is you need to be 10 times
more prepared than anything
you might invoke
in order to look
like you didn't prepare at all.
You just walked right in.
Make it look like you
didn't need to prepare--
10 times-- factor of 10.
The same ideas, the same
concepts can be framed,
shaped in different ways
depending on the audience,
depending on what
makes that audience
tick relative to this audience.
I've had encounters with people.
And they'll say things
like, why did you--
why did you do that?
Just tell them-- just
tell them they're wrong.
Just tell them this.
And it's like, no.
Because that's
not going to work.
I'll be right, but
that's not effective.
If I'm going to be effective,
I need to know, in advance,
how are they thinking?
How is their brain wired?
What biases are they
most susceptible to?
Where are their receptors,
so that I can say, here's
information I can
fit in this way,
maximizing the chance
that they will say,
I never thought
about it that way.
Thank you.
