The Truth in Ten

• S02 E03: TIM - ALL ART IS ECOLOGICAL

  How Can Words Take You Somewhere You Didn't Expect To Go? This episode was going to focus on "All Art is Ecological" by Timothy Morton. Book 3 of Penguin's Green Ideas. And it does. Kinda. But what this episode is really about is how books are like time machines. They transport you (back) to places you didn't expect to go; but are glad you did. For me, that place was Westminster Bridge, October 2019....   EPISODE LINKS Penguin Green Ideas Series Timothy Morton Bio [WIKIPEDIA] Cam Cole @ XR Protests (2019) Cam Cole's Story [DOCUMENTARY] EPISODE TRANSCRIPT Good books are like time machines. That’s how I felt when I was reading book number 3 in Penguin’s Green Ideas series – Timothy Morton’s “All Art is Ecological”. I didn’t expect to go where the book took me at all and that’s why I love it. It’s why I love books. If this was a real book review, I’d start by telling you about how Timothy Morton is a distinguished philosopher and professor, currently holding the Rita Shea Guffey Chair in English at Rice University. (I was teaching there last year myself, since it’s the place where JFK gave his famous “Moon Speech” which I lecture on quite a lot). They were born (“they” pronoun) in London in 1968 to musician parents where they pursued English literature at Oxford University and earned both degrees focused on Romantic poets, before focusing on ecology, philosophy, and object-oriented ontology. We could talk about the Interconnection of Art and Ecology and Discuss how artistic practices can reveal and influence our understanding of ecological relationships Storytelling in the Anthropocene is a GOOD one: Examine the role of storytelling in reshaping narratives around human and non-human relationships in the current geological epoch. Discussing Practical Applications of Ecological Thought:  Tim are renowned for introducing the concept of “hyperobjects,” which describes entities so vast and distributed in time and space that they defy localisation - examples include climate change and Styrofoam – so we could talk about how the concept of hyperobjects can inform purpose-driven leaders about the complexities of global challenges like climate change. Tim has written 25 books, translated 47 times into 20 languages - and 300 essays on philosophy, ecology, literature, music, art, architecture, design and food. If you were to ask Tim what they did, they’d say, “I write sentences about ecological awareness.”  All Art is Ecological explores the strangeness of living in an age of mass extinction, and shows us that emotions and experience are the basis for a deep philosophical engagement with ecology. But that’s not what this is about for me. As I was reading about how EVERYTHING is ecological, from stroking your dog to playing a guitar, I was transported back to October 2019, when I stood on Westminster Bridge, just opposite Big Ben and the Houses of Parliament, with thousands of other climate activists as part of the Extinction Rebellion protests. It was one of the most colourful and intense days of my life. Which is saying something. Even in the middle of a glorious Autumnal day in central London, it can be a pretty grey place. Everyone rushing to work on the tube dressed in dark colours – and getting off the tube at Embankment to walk down the river to Westminster, many of the buildings are not what you see on the postcards or in films, but boxy brutalist concrete structures where “serious work” takes place. I worked at IBM on the Southbank in one of those places. We did great work! But it was an UGLY building.  It was during this week of XR protests that I was introduced to Timothy Morton. My friend said they were the most inspirational thinker alive today – and when someone you know says that to you, it’s worth taking a bit of notice to figure out who they are. You see, in the middle of the explosion of colour which took over the roadblocks at Westminster Bridge and Whitehall where Extinction Rebellion protesters were camping out were plants, skate ramps, flowers, art, chalk drawings, yoga classes, kids dancing, streamers, flags. The air smelled of insence. There was a happy and positive vibe. Everyone was smiling. It was like Glastonbury. But in Central London.  But underneath all that positivity was a “climate grief” which I got introduced to. Young people SO overwhelmed by the climate crisis that they were literally struggling to cope, and process what to do. I’m as inspired as anyone by Greta’s book “No One Is Too Small To Make A Difference” but that’s not the sentiment I felt when I got talking to protesters and activists that day.  They spoke about hope budgets being eroded and the fact they didn’t want to bring kids into the world because it was all too depressing. Timothy Morton talks openly about this a lot. As someone who suffers with PTSD, they often share their depression diagnosis, by way of trying to help other people who might be struggling to save the planet against overwhelming odds.  “Climate grief is a serous thing”.  I hadn’t heard about it before then.  It was like this weird juxtaposition of a vibrant London, full of hippies who cared about Mother Earth, but who at the same time were fighting internally with internally by the kind of “dementors” that J.K. Rowling wrote about so powerfully in Harry Potter and the Prisoner of Azkaban.  And then I met Cam Cole.  A gypsy and a one man band who lives in a van at the back of an industrial estate just outside London, and who was playing his “one man band show” at the end of Whitehall just down the road from Westminster Bridge.  I’m getting goosebumps thinking about it.  The thing is - “All Art is Ecological,” part of Penguin’s Green Ideas series, delves into the intrinsic connection between art and ecology, where Tim argues that art inherently embodies ecological principles.  They propose that experiencing art can heighten our awareness of ecological interdependence, emphasizing that emotions and personal experiences are foundational for deep ecological engagement. And that’s where this book took me. As vivid as the moment that it happened, Tim’s book transported me back to that moment when I saw a musician, sharing his art, among all the struggles of the climate crisis, surrounded by people who we suffering from “climate grief” – sharing the most uplifting music with unbridled joy!   It was like the sun had just broken through all the clouds and as Cam played his battered guitar – the mood of the entire area changed, and people were uplifted.  There’s a video I’ll share in the notes which was taken just in front of me, so you’ll get the vibe, but it’s hard to capture the magic of what happened after that short gig.  My takeaway from “All Art is Ecological” is that we need to become more connected to our surroundings, and spend less time scrolling and more time experiencing the environment around us. Jacques Cousteau once said “You protect what you love” and that’s what I think Timothy Morton is challenging us to do. Your environment – ecology – “eco” which literally translates as “home” – is important.  Morton asks: Do you have a cat? Do you pet your cat? Well, that is ecological. Want to make a difference but you don’t know where to start? Go to the garden store and smell the fragrance of the leaves. Start there. It might sound a little like hippy flower-power wisdom, but given all the challenges that we’re facing in the world right now – we need to stay positive and seek out all the joy that we can find. Wherever that is. And however small. I don’t know about you, but for me, today, it starts with a gypsy guitar player! Thanks for listening. See you next time. -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. -- 

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• S02 E02: NAOMI - HOT MONEY

  How Do Own An Idea or a Concept?   This episode looks at how great writing can influence and inspire, by owning phrases and concepts. The lens that we'll be looking at this question through is Naomi Klein's Hot Money - book 2 of Penguin's Green Ideas Series, as part of my reading challenge to do 20 books in 20 days. Naomi Klein is not everyone's cup of tea, but she's a great writer who challenges us to think differently about branding, capitalism and climate change. This episode contains a short book review but it is really a storytelling masterclass for anyone who wants to influence an audience with their words and ideas.   EPISODE LINKS Naomi Klein's bio [WIKIPEDIA] Naomi's website Penguin's Green Ideas series EPISODE TRANSCRIPT Today’s episode is about someone you might have heard of but might not always agree with. And that’s a good thing. Naomi Klein is one of the most influential and provocative writers of our time. She’s the author of multiple international bestsellers, including No Logo, The Shock Doctrine, and This Changes Everything. I met her in 2019 at the book launch of On Fire. Her books that have shaped conversations around branding, capitalism, and climate for over two decades.  It's not just her activism or her politics which make her relevant - it’s her ability to communicate complex ideas with clarity, urgency, and emotional power.  As I’m on day 2 of my 20 day reading challenge, Naomi’s book Hot Money (one of Penguin’s Green Ideas books). It’s is a short, sharp meditation on the intersection of climate crisis and capitalism - particularly the role of global finance in driving environmental destruction.  One of her core ideas is that money - especially financial capital - moves fast, while the impacts it causes (like climate damage, inequality, or social unrest) move slowly and are often invisible until it’s too late.  “Capital has always moved faster than the consequences it creates.”  ---  Reading the book took me down a bit of a foxhole. Did you know -  “In 2015, Naomi was invited to the Vatican yes, the actual Vatican by Pope Francis to help shape the Church’s message on climate change. A secular Jewish feminist known for challenging global capitalism… advising the Pope. That’s the power of her voice. She was there because, as the Pope’s advisors said, she could say things they couldn’t. She speaks truth to power and power listens.”  Hot Money is connected to her a previous book about the climate crisis On Fire. Here’s a short clip of Naomi talking about it  [NAOMI CLIP]  Naomi’s is provocative and disruptive. She has this extraordinary ability to zoom out, spot patterns, and connect the dots between economics, politics, culture, and climate. Her work isn’t just about protest - it’s about understanding power, narrative, and the choices we make when confronted with crisis.  She writes and speaks with conviction but also with deep research, rich metaphors, and a compelling rhythm that draws you in, even when the subject matter is uncomfortable.  I think Naomi is also a great writer because she follows the friction. She doesn’t write what’s trending she writes where it hurts. She connects dots others miss, because she’s a systems thinker. She doesn’t treat problems as isolated events. Her writing is a form of investigative storytelling, showing how large, complex systems impact everyday lives.  And that’s the thing isn’t it…  Great storytelling is about pattern recognition.  If you can help people make sense of the chaos by revealing structure, context, or long-term consequences you create clarity, and with clarity comes trust.  And even when she’s tackling complex, structural issues, she blends head and heart – and doesn’t lecture - using stories to humanise data and values to sharpen strategy.  The lesson here for business leaders who want to inspire is that we must lead with values, not just metrics. In an age of reputational risk, rising expectations, and constant transformation, it’s vital to engage with perspectives that push us out of our echo chambers and into more meaningful dialogue.  People don’t follow spreadsheets - they follow stories.  -- So – to Book #2.  Hot Money is a compact but powerful read. Took me about 75 minutes. Each of the three stories call you to think bigger, and leverage whatever influence you have to make a difference.  1. Hot Money: How free market fundamentalism helped overheat the planet The first story critiques how capitalism prioritises speed, short-term profit, and the free movement of capital without accounting for long-term environmental consequences.  2. In Public and Paid For: Overcoming the ideological blocks to the next economy - Naomi argues that the path to a livable future demands bold public-sector leadership and collective action.  My takeaway was that we need new stories about the role of business in society. If you’re shaping internal or external messaging, it’s time to go beyond “public vs. private” debates and toward narratives about partnerships for the common good.  3. The Leap Years: Just Enough Time For The Impossible This final short story is more hopeful and imaginative where she lays out a vision for a rapid transition to a more just, sustainable society. She argues that crises whether ecological, social, or economic create windows of possibility.  My key takeaway from this little book was that URGENCY + IMAGINATION is a powerful combination. As a communicator, your job is not just to explain what is—but to inspire belief in what could be. We need to give people stories that energize rather than exhaust them.   “The rules we live by are not laws of nature—they are choices. And we can choose differently.”  --  It’s not like Naomi has contempt for corporations, she just wants us to ask: ·       “What kind of business are we building? ·       And at what cost? ·       What are the ripple effects of our decisions - not just for shareholders, but for the systems we rely on to survive and thrive?”  --  BIG PICTURE? Why should you care? What can WE learn?  I was just walking my dog Waffle in the woods thinking about the impact of Naomi’s thought leadership – and one thing struck me.  Naomi is good because she attaches herself to powerful concepts and makes them her own – and in some case she creates phrases and terms of her own.  The NY Times columnist Tom Friedman once told me that “If you want to own something you need to name it”.  I’ve done that throughout my career by building programs around Communications Thinking, Wild Ducks, Ten Words & Tactical Communications – which mean a lot to the folks in my world – but I reframed them – and this is what Naomi does.  In The Shock Doctrine Naomi (2007) spoke about “Disaster capitalism”. This theory describes how governments and corporations use crises - wars, natural disasters, economic collapses - as opportunities to push through unpopular policies while the public is too distracted or disoriented to resist.  In This Changes Everything (2014) Naomi spoke about “Blockadia” and grassroots environmental resistance – a term she used to describe a growing global network of activists who resist fossil fuel projects (pipelines, drilling, etc.) at the local level.  Later in that book she spoke about “Extractivism” (and phrase coined in the 1990’s but she owned it). It’s the concept of taking without giving back – an economic mindset that sees the Earth - and often people - as resources to be exploited.  Owning a phrase or a term cuts to the heart of powerful communication and makes your message memorable.  As we close here’s a couple of reasons why coining words or concepts matters deeply for any communicator who wants to influence others and inspire change: 1. Language shapes reality. Words don’t just describe the world - they shape how we see it. When you coin a phrase or name a phenomenon, you give people a lens through which to understand their experience. 2. It creates intellectual ownership. Unique phrases become shorthand for your worldview. They anchor your ideas in people’s minds and create a lasting association with your voice and your message. Think of Simon Sinek’s Start With Why or Brené Brown’s Vulnerability is strength. These aren’t just ideas - they’re branded truths. 3. It sparks conversation and spreads more easily. Memorable language travels. It’s sticky. It gets repeated, quoted, challenged, and shared. These phrases become part of the cultural conversation. They make it easier for your message to go viral and your ideas to endure. 4. It positions you as a thought leader, not just a content creator. Anyone can describe what’s happening. But leaders - and legacy builders - are the ones who define what it means. Coining your own phrases elevates your work from commentary to theory, from storytelling to strategy.  -- So - if you’re a writer or business leader trying to inspire others, it’s worth asking yourself a couple of questions: ·       What’s the idea only I can name? ·       What’s the phrase that captures a truth my audience feels but hasn’t yet heard out loud? Because once you give people the words, they can start building new worlds. Thanks for listening. See you next time. -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --     

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  14:24
• S02 E01: GRETA - NO ONE IS TOO SMALL TO MAKE A DIFFERENCE

  How Do You Stand Out When You're Small & Quiet?   Greta Thunberg started a global movement and her words have inspired millions of young folks to speak truth to power and act, but she's a reluctant influencer who doesn't want the spotlight. As I work through Penguin's Green Ideas Series as part of a 20 books in 20 days challenge, I'm starting with book 1 - a short book containing excerpts of Greta's speeches.   In this short episode I share a couple of thoughts on this book and what makes Greta so remarkable - not just what she says, but when ashe says it. The timelines of her rise to significance are astonishing. Listen to this short episode and you'll see why.   EPISODE LINKS Greta @ TEDxStockholm Greta x The 1975 I Am Greta [Documentary] Greta's first Instagram post Speeches of Greta Penguin Books - Green Ideas Series Follow my #20GreenIdeas challenge on Linkedin   EPISODE TRANSCRIPT When Greta Thunberg gave her first TEDx talk in Stockholm, she didn’t command the stage with sweeping gestures. She didn’t vary her tone with any theatrical flair. She was nervous and anxious. She stood still. Her voice was quiet. Her delivery was flat, almost monotone. And by every traditional public speaking rulebook, she broke all the “shoulds.” But what she said—moved the world. Greta doesn’t show up to entertain. She shows up to tell the truth. Her speech wasn’t polished. It was pure. It wasn’t performative. It was purposeful. She didn’t try to be engaging. She tried to be heard. And she was. By millions. Greta’s story reminds us that powerful communication doesn’t require charisma, confidence, or perfect posture. It requires courage. You don’t need to be loud to be listened to. You don’t need to be smooth to be sincere. You just need to mean it. So if you’ve ever felt too awkward, too anxious, too introverted—or simply too different—to speak up, remember Greta. Her voice have never followed the rules. It rewrote them. [RULES] I’ve just started a 20 day challenge to read 20 books in 20 days from Penguin’s Green Ideas series. As I was reading the first book of the Greta’s book, I was just left with an overwhelming belief that your voice matters. Your story can change everything. Even if it shakes. Even if it stumbles. Even if it’s quiet. Especially then. Everything you need to know is in the title. “No one is too small to make a difference.” Greta’s book in the series contains excerpts of her speeches. But as someone who studies speeches for a living, some of Greta’s speeches are not easy to read – or to listen to. I’d like to play you one now. Bear with me.  This is the opening 2 minutes of her first ever public speech TEDxStockholm – an 11-minute speech given on 24th November 2018 - just 96 days after she started her “Friday’s for Future” solo school strike outside the Swedish Parliament on 20th August 2018. [GRETA TEDxSTOCKHOLM] She gave that talk less than 100 days after first deciding to take a stand. A shy, autistic girl, who just decided that despite her age, background or experience – was was going to take a stand do something that she believed in. Not only that – she didn’t even have any influence. It’s not like she had famous influencer friends, a celebrity mum or dad, media following her or any money to promote her cause – she just sat down on her own, with a sign, her school bag, a bottle of water and some sandwiches – determined to do that every Friday until the Swedish government agreed to fall in line with the Paris Agreement (a landmark treaty created in 2016 and signed by countries who would agree to work together to keep global temperature rise below 1.5 degrees C.). By 2018 it was clear to Greta that Sweden wasn’t doing what it promised, so she decided to take a stand In fact, if you go on Greta’s Instagram and scroll back to 20th August 2018, you’ll notice that not only was it written in Swedish, but it wasn’t formatted well and didn’t contain any hashtags. Greta had no idea what she was doing on social media. She just wanted to do something. She wants the spotlight but she doesn’t want fame. In her speeches she’s said many time, “Don’t listen to me – listen to the science.” She shines her light on the science and not herself. And I think that’s what makes her special. Because just 110 days after Greta stood on that red circle to give her talk, she was nominated for the Nobel Peace Prize. Think about that.  Think about how much we want conditions to be perfect before we decided to do something.  Greta went from an anonymous school striker to a keynote speaker in 96 days. And then she went from an awkward keynote speaker to Nobel prize nominee in 110 days. How does that make you feel about what is possible in 100 days? She became the catalyst of a whole movement which inspired millions of young people around the world to do something. She was the right person, with the right message, at EXACTLY the right time. Bill Gates once said, “Most people overestimate what they can do in one year and underestimate what they can do in ten years.” In her wildest dreams I don’t think Greta could have imagined the impact that her quiet voice would have, but as I read the speeches in this little book, I am blown away by the idea that “No one is too small to make a difference” is not just the title of a book – it’s a philosophy for activists, and purpose-driven leaders everywhere that no matter how little influence or experience you think you have – your words can create ripples in a pond which you can’t even imagine how many people they could affect. And I think that’s the thing. Agree with her or vilify her.. She’s not a confident speaker, but she’s a brilliant writer. The titles of her speeches say more than many other people’s entire speeches: ·   Wherever I Go I Seem To Be Surrounded By Fairy Tales. Cathedral Thinking I’m Too Young To Do This You Can’t Simply Make Up Your Own Facts You’re Acting Like Spoiled Irresponsible Children We Will Not Allow You To Surrender On Our Future The People Are The Hope Hope So let me leave you with a gorgeous montage of some of Greta’s words, put together by one of my favourite bands The 1975. Until next time… Tell Stories That Matter. -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. -- 

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• S01 E10: CONDUCTING AUDIENCES

  How Do You (Really) Connect With An Audience?   This episode focuses on the hero in every good story: The audience. As presenters, especially in business, we often spend too much time focusing on what we want to say, and not enough time focused on what our audience needs to hear. In this episode we ponder Grammy award winning musician Jacob Collier's take, on how to truly connect with an audience. If you really loved Rick Rubin's book The Creative Act - then like me, you'll probably find this episode particularly provocative. Enjoy. 💙   EPISODE LINKS About Jacob [WIKIPEDIA] In the Room Where It Happens [BBC doc] Colin & Samir interview the "Mozart of Gen-Z" Music clip from Jacob playing "Fix You" with Chris Martin at the O2 Jacob at MIT (The Science of Musical Storytelling) EPISODE TRANSCRIPT How Do You (Really) Connect With An Audience? Today’s episode is about one of the most extraordinary creative forces of our time. Jacob Collier is a Grammy-winning musician, a scientist of sound, and a master storyteller whose work defies categories. If you haven’t heard his name, you’ve definitely felt his influence—whether through his viral multi-instrumental YouTube videos, his genre-bending albums, or his collaborations with legends like Herbie Hancock, Hans Zimmer, and Coldplay. Jacob was “discovered” by none other than Quincy Jones, who called him “a creative genius”—and it’s easy to see why. He doesn’t just make music. He builds entire universes. He uses cutting-edge tech—from looping pedals to AI-assisted tools—but always in service of something deeply human: emotional connection, curiosity, and joy. At a time when many leaders fear technology might make our work less personal, Jacob shows us the opposite: that when used with intention, innovation can amplify—not replace—the soul of creativity. I wanted to record this short episode for anyone who wants to reach an audience, not just through what they say, but through what they make people feel. And that’s the purpose of a great story – to make an audience FEEL something. So, whether you’re a CMO, a founder, or a future-thinker wrestling with the future of work, Jacob’s approach to audience connection will inspire you to think bigger, and create braver. Let’s dive in shall we? [JACOB x COLIN & SAMIR] This is one of those episodes I wish was a few hours long, but since it’s not – I want to focus on one thing. The audience. Because apart from Jacob’s insane talent - if there’s one title I’d use to describe him it’s that he’s a “Conductor of Audiences”. I love that because as storytellers in business – that’s something we all need to do. We need to conduct audience and connect with them as we try to inform, influence, educate and entertain them. We often get so wrapped up in our content that it’s often easy to forget that the real hero in any story is the audience. I think it’s our jobs to tell them stories as fast and as compellingly as possible and never forget that we are doing what we do for them. And that’s what really brings me to what I wanted to share in this episode. I’m a big fan of Rick Rubin and his book The Creative Act but when Rick said “the audience always comes last” that’s where I have a problem. Even if we are creating art in the purest sense, there’s nothing wrong with making something for the purpose of pleasing a particular audience. So that’s why I’d love you to listen to this short clip from Jacob talking with Colin & Samir on YouTube, which gives you an insight into how this maestro thinks about audiences.  It’s 4 and a half minutes long but it’s a wonderful conversation which I really want you to hear because it’s all about storytelling – and the difference between doing something for yourself – and doing something for others…. [COLIN & SAMIR INTERVIEW] Food for thought isn’t it? When I think about the ART and science of storytelling – I feel like we need to have a good grasp about what kind of art we are making. Jeff Koons makes art for a commercial audience. I’ve heard Tom Ford talking about how he see’s his clothes as commercial art. Just because we’re making something for an audience doesn’t mean it’s not art. It’s arrogant and elitist to say otherwise isn’t it? There’s a great clip from leadership coach John Maxwell which goes something like “at the end of the day – people are not persuaded by what you say but by what they understand.” I love that quote because it’s not about what I want to say – it’s about what the audience needs to hear. Until next time – go tell better stories and find some audiences to inspire!   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --  

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  11:24
• S01 E09: HEATING & LIGHTING

  How Do Opinion Writers Win Hearts & Minds?   That’s the challenge that faces New York times opinion writer Thomas L. Friedman each day. Tom is a master at the art of provocative persuasion, and I had the pleasure of meeting him a few years back in Minnesota. He's the author of "Thank You For Being Late", the recipient of 3 Pulitzer Prizes and, most interestingly, the most engaged journalist (in terms or trafic and comments) that the New York Times has ever had. In this episode, I take a quick but compelling look behind the scenes at how he writes, so that we can become better at sharing our own opinions in the workplace.    EPISODE LINKS Thank You For Being Late: Tom's fireside chat at Google Thank You For Being Late [BOOK] Original video of the "Heating & Lighting" Clip Tom's column in the NY Times EPISODE TRANSCRIPT How Do You Win Hearts & Minds To Your Way Of Thinking? That’s the challenge that faces New York times opinion writer Thomas L. Friedman. How Do You Win Hearts & Minds To Your Way Of Thinking? That’s the challenge that faces New York times opinion writer Thomas L. Friedman. Tom Friedman is a master at the art of provocative persuasion and I had the pleasure of meeting him a few years back in Minnesota. If there’s one journalist who has mastered the art of making you think, argue, and—most importantly—act, it’s New York Times opinion writer Thomas Friedman. Love him or loathe him, you can’t ignore him. With a style that’s as sharp as it is relentless, Tom has spent decades shaping the way we understand globalization, the Middle East, and the environment, winning three Pulitzer Prizes along the way. He doesn’t just report on the world—he forces you to wrestle with its contradictions, its complexities, and its consequences. But Friedman isn’t just a commentator; he’s a case study in what it means to communicate with conviction. His writing isn’t just opinion—it’s an invitation (or sometimes a shove) into a bigger conversation. And it’s that ability to provoke, persuade, and polarize that makes him the most engaged journalist in New York Times history. I loved his book “Thank You For Being Late” because he explained so articulated why business leaders were feeling so over-whelmed – something I see every day – and he described how it’s because we are living at the intersection of 3 crises and they’re happening all at once. Moore’s Law, Markets & Mother Nature. We’re in the middle of a crisis of technology, globalisation and the environment. But you call it Moore’s Law, Markets & Mother Nature because you’re Tom Friedman and alliteration reads much better in a column! For business leaders, there’s a lesson here. In a world drowning in content, the ability to articulate a worldview with clarity, passion, and undeniable impact is more valuable than ever. So how do you tell stories that don’t just inform but inspire? How do you challenge people’s thinking without alienating them? And how do you craft a message that sparks conversations long after the last word is read? Tom Friedman thinks he has the answers—or at least, even if you don’t believe him, he’ll make you want to find them. So how does one of the top journalists in the world become so successful? What’s his philosophy and his process? Listen to this. It’s a clip I found from The Chicago Council of Global Affairs when Tom was promoting his brilliant book “Thank You For Being Late” – he’s giving a similar piece of advice that he gave me about how to write an opinion column for the New York Times. This is superb. Listen carefully. [TF @ CHICAGO AUDIO CLIP] Heating & Lighting. When you meet Tom if you’re lucky enough to get his business card (I wasn’t) you’ll notice something pretty unusual about it. It doesn’t say Tom Friedman, Opinion Writer for the NY Times, 3 Pulitzer prizes – alongside his details. It just says, Thomas L. Friedman, “Heating & Lighting”. I love that. As storytellers in business – or if you’re in the opinion writing business – like a consultant – dare I say “Thought Leader” then that’s exactly what we do. We create heat and we shed some light. We simplify complexity. Einstein once said, “If you can’t explain something simply, then you don’t know if well enough.” And how do you create some heat? Add enough emotion to you story to provoke a reaction? (Because there’s nothing worse for opinion writers than being relegated to the beige / vanilla area of no-mans land when your ideas aren’t strong enough – or your opinions are concise and compelling enough). How do you do it? Tom told me it all comes down to one of two emotions. Humiliation. And Dignity. In his world, he’s either speaking out about humiliation (in the way that someone – or something, such as the planet, is being mistreated) or he is celebrating the dignity of the human spirit. And the way that he does that sparks so much emotion that his words always create heat. That’s what makes him arguably the best opinion writer the NY Times has ever had. So the next time you’re trying to think about how to influence or inspire an audience – maybe you’re using the 50-25-25 rule that we talked about in the last episode – then just ask yourself, how can I create some heat and some light for this audience? How can you surprise them? Maybe even - how can you tell them a story they think they know – but in a way which they’ve never heard before? And… how can you give them a view of the world which isn’t impressing your opinion on them – it’s helping them to see their world differently.   And that’s a really important distinction. Let me say that again... Despite being a “thought-leader” in business (let’s call it) – audience don’t really care what you think – they care about how you can help them to see the world differently. That’s the difference between someone who presents – and someone who persuades. Good advice hey? Heating & lighting. Thanks everyone for listening – have a fabulous day and I’ll see you next time.   -- The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story. --

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