Okay, so we have a clear idea of the objectives, the outcomes that we want to achieve, and we got a good guess maybe their outcomes for them. The next thing to think about if you really want to get your content across powerfully is the heart of it. The big idea, what is the one thing you want them to remember? If they just remember one thing out of your talk, or this conversation, you want to inspire them to action or to do something, you want to inform them about something they need to know about for their safety or happiness or whatever it may be. You want to instruct them in how to do something. What is it exactly?

You want them to remember? Is it a transformative realization, whatever it is, hold on to that big idea. Ted Course is all about ideas worth spreading. And the word idea is central to it. And Chris and his team will only put people on that stage, if they believe it's an idea which is suitably transformative. That's really going to shift people's reality, paradigm, perception, whatever it may be.

Whatever your idea is, in the conversation you're going to have, then ask yourself this very important question on their behalf. This is a question that newspaper editors and media editors have asked trainees for generations. When you're writing a media story. The answer to that question is crucial. Why would your audience care about this? And that is so what?

So you put yourself in the audience's shoes and you just go So what? So what So what? Is there a consequence, that really opens the doors to understanding why this might be relevant to them, why they might be engaged and you're putting yourself in their shoes. That is the key to developing brilliant content. So you have a big idea. you've checked in with the so watts, and you understand that that big idea actually is important to your audience.

Next, we can look at the bullseye. The Bullseye is a very important concept, which starts with the center, the goal of the bullseye being the why the why, why would this matter to them? Why would they want to engage with this idea or do this thing or accompany you on this quest or journey, be it physical, metaphorical or whatever? Why? Why? If you understand the why, then you have a chance of getting them on board immediately.

All the greatest leaders in history, I think, have had this they've had the Why does this matter why would this be important? Why should you do this? At the heart of everything they say? Having established the why, which is kind of an outcome based thing, there is the what? So what is it we're actually going to do? And then the how, how are we going to do it?

That's the nuts and bolts of the thing. So the Why is the reason the motivation, the heart of this thing, the what is descriptive summary, if you like of what we're going to achieve, and how is exactly how we're going to go about it. And by the time you get to the how, which is perhaps less interesting for a lot of different people who like big picture or summary or whatever, they'll be with you because they understand the why. And the what, you've got context for everything. You've got motivation in there. So that is a great way to structure a talk to think about what you want to get across.