Considerations For Hopeful TED Speakers
The 4 b's
By Devin D. Marks | Published Feb 14, 2025
Whenever I’m evaluating someone’s readiness for a TED Talk (or a major keynote), I use a mental checklist.
I call them “the Four B’s.” Over the years, I’ve learned that these are essential commitments that every potential speaker should have if I’m going to work with them.
Why? They need to truly be prepared for the intensity that a TED Talk or high-stakes presentation demands.
1. BENCH STRENGTH
The first B is all about skills and experience. Speaking to an audience requires more than just delivering information; it’s about engaging and leaving a lasting impression. When I refer to “bench strength,” I’m looking for those natural skills that make for a speaker who can be compelling and “on.”
In my initial discovery calls, I’m often considering:
- Charisma and Energy: Does this prospect have an engaging presence? Are they likely to be able to “light up” in front of a crowd?
NOTE: Bench strength doesn’t mean perfection; it means having a foundation to build on. Without it, the road to a memorable talk becomes much steeper — if not impossible.
→ EXAMPLE: Think of a TED great like Tim Urban (with 73 million views). He brings a special pulsing energy and clarity that makes us hang on his every word, right?
2. BANDWIDTH
The second B is all about ensuring there’s space in the speaker’s weekly schedule. A TED Talk is a time-intensive commitment, often taking 3-6 months to script and practice. Many aspiring speakers (or keynote speakers) underestimate the time investment it takes to perfect a high-stakes talk.
In my initial discovery calls, I’m often considering:
- Feedback and Adjustments: Beyond schedule considerations, is this person capable of being vulnerable enough to take rehearsal input from friends and colleagues?
NOTE: Regardless of your abilities, a powerful TED Talk isn’t something you can cram into a week — it requires a dedicated number of hours each week, over months.
→ EXAMPLE: Think of a TED great like Dr. Jill Bolte Taylor (with 29M views). She put in more than 200 hours of time into rehearsals.
3. BUY-IN
The third B is all about deep commitment to (and trust in) the process. The process for high-stakes presentations is intensive and iterative, requiring openness to continuous improvement. Often speakers rehearse their talks countless times alone. Then they practice in front of others. Each rehearsal offers nuances to adjust — whether in pacing, phrasing, or emphasis.
In my initial discovery calls, I’m often considering:
- Openness to Coaching: Is this person likely to be receptive to constructive criticism, whether it’s refining language, altering content, or modifying tone.
NOTE: Without buy-in, a talk can fall flat. Those who succeed are fully engaged and genuinely excited (and committed) about perfecting their message.
→ EXAMPLE: Think of a TED great like Dr. Robert Waldinger (with 48M views). He began our first session saying, “Devin, I’m an expert in many things, but not TED. So when I meet someone who is an expert, I trust them and lean in!”
4. BULLION
The final B is all about budget. While this factor may be obvious, it’s crucial to address. Prepping a TED Talk (or a similar high-profile presentation) requires investment for professional coaching.
That said, if the prospect is of a DIY mindset, so it goes — I do try and set them up for success with reading material and even a referral to other coaches who may fit their pocketbook. (Along those lines, click here and here.)
It also helps to keep in mind, not every idea is “worth spreading” on a TED stage. What’s more, you’ll note that the quality of the topic isn’t even a consideration in the 4 B’s. Frankly, ideas change or are swapped for others.
But for those who can answer “yes” to Bench Strength, Bandwidth, Buy-In, and Bullion, the path to a (potentially) exceptional talk is wide open!
So my first step in gauging if someone is truly ready for center stage, is to review the 4 B’s.
DEVIN D. MARKS is known as The TED Talk Whisperer. His firm, CONNECT to COMPEL, has served 100s of TED, TEDx, and short-talk speakers — including Harvard’s Dr. Robert Waldinger for his all-time Top 10 TEDx Talk. The result: 100s of millions of views for clients. He helps niche experts, authors, and leaders spread world-changing ideas.
You can reach Devin at 617.804.6020, or DM him here. His newsletters are here.
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