The Tiger Woods Hero’s Journey in One Remarkable Graphic

Tigermania is sweeping the nation after Woods’s remarkable comeback, winning the Masters after his first victory at the Augusta National golf course 15 years earlier. “It’s a story we’ll be telling our grand-kids,” said one spectator.

Nike, the brand that stuck with Woods through ups and downs, didn’t wait that long. It released a 51-second ad within minutes of Woods putting on the green jacket. Nike is a brand steeped in narrative. Its senior executives are even coached to be ‘corporate storytellers.’

Nike knows a good story when it sees it. A good story has a beginning, middle and an end. A great story has highs and lows. And humans are wired to love great stories.

Nike scored big this week with its ad showing videos and images of Tiger Woods from the age of 3 to winning his fifth Masters at the age of 43. Words on the screen reminded viewers that Tiger has experienced “every high and every low.”

The headlines that accompanied Woods’s victory also framed his journey in the context of epic stories. In the New York Times, Thomas Friedman used Tiger as a metaphor for the ‘game of life.’ One writer declared, “The Greatest Comeback Story in the History of Sports.” A UK newspaper called it “A True Story of Redemption.”

What’s going on here?

Woods’s story is irresistible because it follows a time-tested formula that mythologist Joseph Campbell identified in his 1949 book, The Hero with a Thousand Faces.

In its simplest form Campbell’s hero is called to an adventure (Tiger’s quest to become the greatest golfer of all time), meets a mentor who provides wisdom along the journey (Tiger’s dad, Earl), faces challenges and temptations (Tiger’s domestic and physical problems), and returns triumphantly as a transformed person (Tiger wins the Masters for the first time in nearly 15 years) and “becomes the person he wanted to be,” according to Sports Illustrated.

In filmmaking and storytelling, the challenges—which Campbell called ‘The Road of Trials’—must be serious and progressively difficult because it’s in the struggle that the hero discovers what they’re made of. Screenwriters call it the ‘all is lost’ moment when the hero appears to be defeated. Awful things did happened to Tiger Woods and we knew all about them.

Yes, Woods’s adventure follows Campbell’s structure. And his trials were awful, which makes the road to redemption all the more powerful. According to Campbell, it’s through struggle that we learn who we are and what we’re made of.

The Tiger Woods comeback story is a reminder that we process our world through the lens of narrative. Stories stick. Stories educate. Stories inspire. Share more of them.

Carmine Gallo is a popular keynote speaker, a bestselling author whose books have been translated into 40 languages, a communication advisor to the world’s most admired brands, and a graduate school instructor at Harvard University. 

Public Speaking is No Longer a ‘Soft Skill.’ It’s Your Key to Success in Any Field

Carmine Gallo speaks to banking executives about the role of persuasion in leadership.

After interviewing billionaires and CEOs, entrepreneurs and scientists for my new book, Five Stars, I’ve concluded that it’s time to stop referring to public speaking as a ‘soft skill.’ A wealthy investor at Y-Combinator, the iconic investment firm behind startups such as Reddit and Airbnb, convinced me to stop using the term. During our conversation, he called out my mistake.

“Let’s talk about a soft skill like storytelling,” I said.

“Soft?” he shot back. “If an entrepreneur can’t tell a convincing story, I’m not investing. You call it soft. I call it fundamental.”

Warren Buffett would agree. He says investing in yourself is the best investment a person can make—and public speaking is the best investment of all. Buffett has put precise cash value on communication. “The one easy way to become worth 50 percent more than you are now — at least — is to hone your communication skills,” Buffet says.

The Growing Value of Changing Minds

In a world built on ideas, the persuaders— the ones who can win hearts and change minds—have a competitive edge. While researching my book, I spoke to economists and historians like Deirdre McCloskey at the University of Illinois. She conducted an impressive research project to prove that old-fashioned rhetoric—persuasion—is responsible for a growing share of America’s national income.

McCloskey analyzed 250 occupations covering 140 million people in the U.S. In some cases, persuasion played a more limited role than others (think firefighters versus public relations specialists). McCloskey reached the following conclusion: Persuasion is responsible for generating one­ quarter of America’s total national income. She expects it to rise to 40% over the next twenty years. McCloskey’s research was taken up by another economist in Australia who reached a similar conclusion.

To understand why persuasion is no longer a soft skill, we need a short history lesson. In 1840, nearly 70 percent of the U.S. labor force worked on farms; today less than 2 percent of Americans work in agriculture. Manufacturing’s share of the labor force has dropped from 40 percent in 1950 to under 20 percent today. Income from manufacturing continues to fall as robots replace workers and artificial intelligence takes over repetitive tasks once handled by humans. The main task of the jobs that are left—and the new ones created—is to change minds. As McCloskey explains, “Nothing happens voluntarily in an economy, or a society, unless someone changes her mind. Behavior can be changed by compulsion, but minds cannot.”

By calling public speaking a ‘soft skill,’ it diminishes the skill’s value in a world that cherishes the ‘hard sciences.’ Public-speaking isn’t soft. It’s the equivalent of cold, hard cash.

Why the Best Ideas Fit on the Back of a Napkin, According to Richard Branson

After twenty years of studying persuasion, I’m convinced the best pitch should fit on the back of a napkin. Here’s why.

Americans lost a true maverick and innovator when Southwest Airlines founder, Herb Kelleher, passed away at the age of 87. While the business news was, understandably, focused on the brand’s financial success, I’ve always been intrigued by one extraordinary event at a St. Antonio bar in 1967—the day the idea for Southwest was first planted.

I devote an entire chapter to Kelleher in my book, The Storyteller’s Secret. The story goes like this. At the St. Anthony Club in San Antonio in 1966, two friends meet for drinks at the bar. Rollin King is a Texas businessman. Herb Kelleher is a gregarious, whiskey-swigging lawyer. They’ve been kicking around a business plan to get into the airline business. What happens next is brand-making history.

Rollins reaches for a cocktail napkin. At the top of the triangle, he writes “Dallas.” On the bottom left, he writes “San Antonio.” On the bottom right, he writes “Houston.” Their vision was simple—to create a small, local airline connecting three Texas cities. People would fly instead of drive between them.

“You’re crazy,” Kelleher responded. “Let’s do it.”

And with that, Southwest Airlines was born. It democratized air travel for millions of Americans who, previously, couldn’t afford to fly.

This week the hotel commemorated the meeting with a special edition cocktail napkin. They sent me a photo of the design which you can see below. If you’re near the hotel, stop in for a drink and feel the energy!

If a cocktail napkin isn’t handy, a beer coaster will do. Just ask Richard Branson—which I did. In this video interview with the billionaire entrepreneur and founder of Virgin, I ask Branson why he prefers pitches that can fit on a napkin, envelope or—in a real case—on a beer coaster.

Baseball Legend Reads Carmine’s Books to Raise His Public-Speaking Game

Alex Rodriguez chooses Carmine’s “Talk Like TED” as a must-read book.

Alex Rodriguez (A-Rod) had one of the most storied careers in baseball history. Today he’s learning about storytelling to become more persuasive and successful as an entrepreneur and investor.

I was thrilled to see that A-Rod included one of my books in his 2019 reading list. The book is “Talk Like TED” which is one of the most popular public-speaking books in the U.S. and in many parts of the world.

As the CEO of A-Rod Corp, Rodriguez has expanded beyond the baseball field to invest in real estate, sports, wellness and media. He’s also a guest shark on ABC’s Shark Tank. A-Rod’s portfolio of assets is worth close to half a billion dollars. With that kind of wealth, the price of a book is minimal, but I hope the lessons he learns will be invaluable.

Thanks, A-Rod!

-Carmine

Dream Bigger With the New Book Bill Gates Calls His ‘Favorite of All Time’

StevenPinker_Cover

After reading Steven Pinker’s new book, Enlightenment Now, you might never complain again about a delayed flight or a long line at Costco. And if you do, you’ll feel bad about it.

Pinker, a Harvard psychologist and Pulitzer-prize winning finalist, has written a book that Bill Gates calls his “favorite book of all time.” In the 500-page book, Pinker tells “the greatest story seldom told.”  What is the story? In a sentence,

 

The world has made spectacular progress in every single measure of human well-being and almost no  one knows about it.

Pinker reminds us of the daily gifts we take for granted. For example:

“Newborns who will live more than eight decades, markets overflowing with food, clean water that appears with a flick of a finger, and waste that disappears with another, pills that erase a painful infection… critics of the powerful who are not jailed or shot, the world’s knowledge and culture available in a shirt pocket.”

The graph below shows the stunning progress that America and the developed world has made since the recorded calendar began in the first century. As Pinker notes, the history of civilization has been marked by extreme poverty among everyone except a few nobles. Massive wars that collectively killed millions were common, as was famine, starvation, and early deaths (most children never made it past their 5th birthday), and no access to the life-saving medicines, vaccines, and procedures that have only arrived in the last half century.  Around 1820, something changed. The ideals of the enlightenment—freedom of ideas—began to flourish. And then suddenly—BOOM—the world made “spectacular progress in every single measure of human well-being.”

Pinker_Graph (1)

The Mental Bias That Will Hold You Back
So why don’t people know this story? Blame a mental bug we’re all born with—the availability bias. In 1971, Nobel prize-winning economist Daniel Kahneman and his academic partner Amos Lewis Tversky discovered the bias. They defined it like this.

People estimate the probability of an event or the frequency of a kind of thing by the ease with which instances come to mind.

In other words, if you’re glued to the news and you stick to the echo-chamber on Facebook or among your friends and peers, your view of the world will be distorted by the problems and bad news you’ll hear over and over.  Our brains are wired in such a way that we look at the available information and extrapolate the future based on what we see today.

According to Pinker, “Every day the news is filled with stories about war, terrorism, crime, pollution, inequality, drug abuse, and oppression…news is about things that happen, not things that don’t happen. We never see a journalist saying, ‘I’m reporting live from a country where a war has not broken out.’”

What does all this have to do with leadership? Bill Gates says you cannot move the world forward if you’re not motivated by the progress that is happening every day. It’s only by learning about what works that we can spread the progress. If you consume negative news, studies show you’ll become more glum, have a higher and distorted picture of risk, higher anxiety, lower mood levels, more hostility, and—very dangerous—fall into learned helplessness, which means you give up on bettering yourself. And remember, A great leader sees around the corner. You’ll be more successful if you recognize and manage the bias.

Great Leaders Have Perspective

Pinker advised us to maintain perspective. “Not every problem is a Crisis, Plague, Epidemic, or Existential Threat, and not every change is The of This, the Death of That, or the Dawn of a Post-Something Era…problems are inevitable; but problems are solvable,” Pinker writes.

The story of progress is truly “heroic, glorious, and uplifting.” If you need a lift, pick up Pinker’s book. It might change your life–it did for me and Bill Gates.

Carmine Gallo is a popular keynote speaker and bestselling author. Carmine’s new book, Five Stars: The Communication Secrets to Get from Good to Great, is available for pre-order (June, 2018 St. Martin’s Press)