And how do we get better at it? How do we use this framework to help build better keynotes?

yeah well the framework by the way comes from uh i went to film school in the distant past and i actually focused on screenwriting and i realized that every story has a really good structure supporting it and the number one question i'm asked by people who are keynoting speaking teaching lecturing is how do i structure a talk and i begin to realize as human beings we're storytelling creatures And if the story has a structure that works in screenwriting, I began to think maybe it has a structure that could help in anything from a sermon to a keynote to a talk.

And so that's really where it comes from.

And it's a pretty simple structure.

And if you... are listening and you think about your favorite film, you'll begin seeing it.

It's like once you see it, you can't unsee it.

And it's really just a very simple three-part structure where you could think about the three-act play or three-act screenplay.

And then the inciting incident is that switch is that what you're saying is kind of like this switch to flip people into what if we could do this or imagine where you could do this and then start moving people into the solution is that kind of what you're talking about as far as orientation disorientation is orientation part like the problem part or do you not really you know buy into that whole model of like drumming up kicking up the dust and the problem stuff

Mm

... and said, "If you wanna learn more, uh, click on this." And I think importantly, I gave them a $50 value.

And so the value that I gave them was an assessment that we do for teams where we can predictably map out, here's where your synergy's gonna exist, and here's where your conflict's gonna e- exist.

So I kind of walked them through it- And I'm not kidding, by the time I got off stage, I was in the back of the room, checked my phone, I already had four emails where people had set up appointments.

Every single one of them was a CEO, so I was like, "Okay, this is, this is a good sign." Then I spoke with another CEO.

We ended up at dinner together that night, 'cause I wasn't flying out till the next morning, and he said, "You know, there's two executives that I need to introduce you to." And I emailed him the next morning on the flight on the way home, "Thanks for dinner.

It was a great conversation, by the way." Um, and again, he was somebody who had taken the assessment, so it wasn't just, you know, go out and get those leads.

Yeah.