Lady and the Champs – Craig Valentine’s Keynote


Editor’s note: this post is a compliation of my notes from the session. I’ll edit it in the next couple of days for better clarity.

Craig’s keynote was titled How to Create Killer Content that gets you Rehired

He started by telling us that if you want to get rehired, don’t speak to a corporate audience about living their dreams.

Don’t speak to your wants, speak to their needs

Don’t get ready to speak, stay ready to speak.

When you get the buzz, you get the biz.

You need to have a foundational phrase – should be fewer than ten words – it forces you to be crystal clear on your message

Your Dream is not for Sale

No Phrase – No Stage. If you don’t have a phrase for your story, don’t tell it. Craig’s tip – take it to Toastmasters and tell the story there.

What you say is not always what they hear.

Sometimes you have to ignore your parents to get to the top.

If you can’t get what you want, don’t quit – take a break (Phrase came from an audience member – based on a story Craig told about his son’s response when he was told he could only have 2 cookies, “and then I take a break?”)

Craig talked about his 5-piece formula for creating killer content (PARTS Formula)

Phrase – the foundational phrase

Anchor – anything that helps you remember the point (anecdote, activity, analogy, acronym)

Reflection – Don’t get your audience to listen and memorize, get them to think and realize – Charlie Tremendous Jones

Technique –

Sale – every speech is a sale

When you make excuses for someone you invite them never to change
When you make others visible, they make yourself valuable

Craig asks himself these questions everyday:
If you asked your wife to marry you again today, would she say yes?
If they made a movie about you today, would you like your character? Would you root for him/her?

What two questions can you ask yourself everyday?

Slight edge principle: speak like you are talking to one person. “Speak to one but look to all” – Craig Valentine
Use the hallway test – if you can use it with one person in the hallway, then you can use it on the stage.

Change small and change often – too many speakers try to get across to much information in too little time

When you squeeze information in, you squeeze your audience out
Craig’s version: When you squeeze information in, you won’t be rehired.

Discuss and debrief – If I say it, they can doubt me. If they say it, it’s true.

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