>>>
>>> HAVE
>>> HAVE YOU EVER TRIED TO PITCH AN IDEA TO SOMEBODY, BUT
YOU DIDN'T KNOW HOW TO GO ABOUT
IT, OR HOW BEST TO GO ABOUT IT?
A NEW BOOK OUT CALLED "THE 3-
MINUTE RULE" HELPS READERS GET
MORE BY SAYING LESS WITH TIPS
FROM A HOLLYWOOD PRODUCER.
THAT IS JUST EPIC.
AUTHOR BRAD JOINS ME.
I TOTALLY LOVE THIS.
HOW DID THIS BOOK COME ABOUT?
>> I HAVE BEEN PITCHING AND
SELLING TV SHOWS.
I STARTED WORKING WITH OTHER
COMPANIES AND EVEN FRIENDS OF
MINE LIFE.
MINE LIFE. HOPING MAKE IT WHICH IS
BASICALLY TAKE THE METHODS OF
HARDWOOD STORYTELLING AND HOW
TO PITCH AN IDEA CLEARLY,
CONCISELY, AND ACCURATELY AND
BREAK IT DOWN SIMPLY.
THERE TODAY, IT IS SO CONFUSING.
IT IS CONVOLUTED.
THERE IS SO MUCH MESSAGING.
PEOPLE NATURALLY RESONATE TO
SIMPLICITY.
SIMPLICITY. SIMPLE IS THE NEW SEXY.
>> SIMPLE IS THE NEW SEXY.
WE MIGHT THINK, WHAT DO I NEED
TO PITCH THINGS?
EVERYBODY DESPERATELY PITCH AN
IDEA.
IDEA.
IDEA. YOU
IDEA. YOU PITCH YOURSELF YOU PITCH TO
GET A RAISE.
ANY IDEA YOU'RE TRYING TO --
>> EVERYTHING IN YOUR LIFE IS
BUSILY TRYING TO INFLUENCE
SOMEONE TO DO SOMETHING THAT
YOU WANT THEM TO DO.
I FIND THAT WITH MY KIDS, I
HAVE LEARNED TO USE THESE
METHODS, TO SPEAK TO MY KIDS OR
MY WIFE, WHERE I JUST WANT THEM
TO UNDERSTAND THE BASICS OF THE
INFORMATION.
INFORMATION. THAT'S ALL THEY WANT BUT NOBODY
WANTS YOUR EMOTION CLOUDING IT.
THEY DON'T HEAR THAT ANYMORE.
THEY JUST WANT TO GET TO THE
BASIC
BASIC
BASIC >>
BASIC >> WHEN YOU LEARN HOW TO BREAK
THINGS DOWN CLEARLY AND
CONCISELY, IRONICALLY, PEOPLE
HEAR THAT MORE.
THE ACTUALLY HEAR THE DETAILS
YOU WANT BUT THEN YOU CAN HAVE
A FURTHER DISCUSSION.
>> IT IS KIND OF
COUNTERINTUITIVE.
COUNTERINTUITIVE. WE THINK THAT IF I THROW MYSELF
INTO IT, IF I TELL A STORY, IN
REALITY, IT IS NOT WHAT YOU
LEFT UP.
LEFT UP.
LEFT UP. WHITE THREE MINUTES?
>> THERE IS A LOT OF SCIENCE
BEHIND THE WAY WE MAKE
DECISIONS AS HUMAN BEING.
FIRST, WE CONCEPTUALIZE THE
IDEA.
IDEA.
IDEA. WE
IDEA. WE CONTEXTUALIZE HOW IT RELATES
TO US.
TO US.
TO US. AND THEN WE ACTUALIZE, MEANING,
HOW DO I MAKE IT HAPPEN.
IF YOU DO IT RIGHT AND YOU LAY
IT OUT PROPERLY, YOU CAN EXTEND
SOMEONE'S DECISION-MAKING
SOMEONE'S DECISION-MAKING PROCESS TO ABOUT THREE MINUTES
BUT WHEN YOU DO IT WRONG, AS
ANYBODY HAS HAD SOMEONE COME
PITCH OR PRESENT OR TRY TO SELL
THEMSELVES --
THEMSELVES -- >> WE HAVE DONE IT.
>> SOMETIMES THAT YES OR NO IS
IN YOUR HEAD IN THE FIRST 30
SECONDS, 15 SECONDS, FIVE
SECONDS SOMETIMES.
SECONDS SOMETIMES. IF YOU'RE LOOKING INTO IT RIGHT
YOU CAN EXTEND THAT DECISION TO
THREE MINUTES.
THREE MINUTES. YOU GET VALUABLE INFORMATION
AND YOU ARE MORE LIKELY TO WIN
OVER YOUR AUDIENCE.
>> TELL ME ABOUT THE METHODS IN
YOUR BOOK.
YOUR BOOK. >> THE BIGGEST THING IN
SIMPLIFICATION IS, I DO A LOT
OF POSTED NOTES, BULLET POINTS,
TO SIMPLIFY STUFF.
I USE THE W.H.A.C.K METHOD.
FOR THINK TELL ME WHAT IT IS.
NEXT, IS THE LETTER H, HOW DOES
IT WORK?
IT WORK?
IT WORK? THOSE ARE THE TWO BIGGEST
THINGS I WANT TO KNOW WHEN IT
IS AND HOW IT WORKS BEGIN HERE
YOURSELF WHEN SOMEONE IS
BABBLING ON.
BABBLING ON. YOU'RE LIKE, CAN YOU JUST TELL
ME HOW THIS WORKS?
THEN YOU GO TO THAT LETTER A,
WHICH IS, ARE YOU SURE?
ONCE YOU HAVE THE CONCEPT DONE,
THEN PEOPLE THAT IS YOUR FAX,
YOUR FIGURES, YOUR LOGIC, YOUR
REASON.
REASON.
REASON. AND THEN AFTER THAT, IT'S THE,
CAN YOU DO IT?
HOW CAN WE WORK TOGETHER?
WHAT DO YOU WANT TO HAPPEN?
YOU KNOW, HOW CAN WE -- AND IF
YOU BREAK THINGS INTO THOSE
FOUR CATEGORIES, YOU WILL FIND
EVERYTHING OPENS UP.
IT IS SO EASY.
>> THAT IS EVERYTHING I WANT TO
KNOW SO THAT I CAN SAY YES
RIGHT AWAY AND I DON'T HAVE TO
ASK A BUNCH OF QUESTIONS AND
TRY TO FIND SOMETHING.
IS TO THAT WE AS HUMANS HAVE A
SHORTER ATTENTION SPAN THAN
THIS.
THIS.
THIS. >>
THIS. >> IT IS AN ACTUAL FACTUAL
EFFECT BUT IT IS MISLEADING
BECAUSE THE IMPRESSION OF THAT
IS THAT WE ARE MINDLESS ZOMBIES
RUN BY SOCIAL MEDIA AND OUR
FRONTS, WE CAN'T PAY ATTENTION.
IT IS ACTUALLY THE TOTAL
OPPOSITE.
OPPOSITE.
OPPOSITE. WE NOW FOCUS MORE ON
EFFICIENTLY AND EFFECTIVELY
THAN EVER BEFORE.
WHEN I GET YOUR ATTENTION YOU
WANT INFORMATION RIGHT NOW AND
YOU WANT IT IN THE MOST
CLEANEST, SUCCINCT FASHION.
IF I DON'T GET IT TO YOU IN 8.2
SECONDS, THEN I'M AT.
WHAT HAPPENS IS IF YOU FOCUS ON
SOMETHING LONG ENOUGH YOU WILL
ACTUALLY START TO DESIRE.
IT IS THE WAY HOLLYWOOD
STORYTELLERS HAVE BEEN DOING
MOVIES FOR YEARS.
WE WILL LEAD YOU ON A JOURNEY.
JIM'S COMMENT THAT YOU FOCUSED
ON A STORY FOR 3 HOURS.
>> I KNOW.
>> AND YOU KNOW THE BOAT SINKS.
>> THAT IS SO TRUE.
WE NO WHAT HAPPENED.
SO HOW IS THAT DONE?
HOW DO HOLLYWOOD PRODUCERS DO
THAT?
THAT?
THAT? BUT
THAT? BUT IT IS BECAUSE WE DON'T STAY
IMPROVED.
IMPROVED.
IMPROVED. ADVERTISEMENT AND THEY WILL
GIVE YOU THE ELEVATOR PITCH.
YOU GO, OH, TELL ME MORE.
TODAY, IF WE DON'T HAVE A TIME
MACHINE TO GO BACK TO THE '50s
WHERE THAT MIGHT HAVE WORKED,
NOW I HEAR THAT AND I'M LIKE,
OH, GEEZ.
OH, GEEZ.
OH, GEEZ. THE STATEMENTS IN OUR SOCIETY
HAVE GOTTEN SO BIG AND THE
PROMISE IS SO BIG BUT THE
DELIVERY IS SO SMALL.
HOLLYWOOD INFORMS AND LEADS.
YOU TAKE THE SHAWSHANK
REDEMPTION SPOILER ALERT HE
ESCAPES.
ESCAPES.
ESCAPES. GREAT MOVIE.
GREAT MOVIE. WE LEAD YOU, WHO HE IS AND THE
CHARACTER, WHAT HE DOES, HOW HE
DEVELOPS THE DESIGNERS AND YOU
AT THE AUDIENCE, FOLLOW ALONG
AND YOU WANT THOSE DESIRES.
AND THEN WHEN HE ESCAPES, YOU
WANT IT JUST AS BAD AS HE DOES.
I TEACH PEOPLE IN THE BOOK HOW
TO BUILD YOUR PITCH AND
PRESENTATION SO THAT THE
AUDIENCE FEELS THAT BUILD TO
THE STORY.
THE STORY. >> THEY ARE COMING WITH