ย Bring the Future to Life When You Speak
On September 12, 1962, President John F Kennedy stood before 35,000 people atย Rice Stadium in Houston, Texas, and presented a seemingly impossible vision to the nation:
“โฆIf I were to say, my fellow citizens, that we shall send to the moon, 240,000 miles away from the control station in Houston, a giant rocket more than 300 feet tall, the length of this football field, made of new metal alloys, some of which have not yet been invented, capable of standing heat and stresses several times more than have ever been experienced, fitted together with a precision better than the finest watch, carrying all the equipment needed for propulsion, guidance, control, communications, food and survival, on an untried mission, to an unknown celestial body, and then return it safely to earth, re-entering the atmosphere at speeds of over 25,000 miles per hour, causing heat about half that of the temperature of the sun – almost as hot as it is here today – and do all this, and do it right, and do it first before this decade is outโฆย then we must be bold.โ
What President Kennedy employed that day isย one of the most effectiveย โsalesโ tools to use when you speakย – the โFuture Story.โย This is a type of story that paints the picture of a future that is so compelling that people want to experience it – no matter the cost.ย
Although well-told stories of any type can compel people to action, when you speakย about the past, your job is easierย than talking about aย yet-to-be-experienced future. As Madelyn Blairโ wrote in her paper paper The Story of the Future, Told in a Day: “The process of creating Future Stories becomes a container within which participants feel inspired to explore new ideas to contribute to the future. They begin by exploring what is available from the present that can be used to build the future. In other words, Future Stories are grounded in the reality of today. The descriptions of the future that the stories explore must reflect the here-and-now, rather than be a vision that is unattainable.โ
How can you effectively use the Future Story when you speak? Use specific and emotional language. Notice how President Kennedy created detailed pictures in his vision:
โโฆthe moon, 240,000 miles away from the control station in Houstonโฆโ (as opposed to “the moon, far, far away from the control station”)
โโฆa giant rocket more than 300 feet tall, the length of this football fieldโฆโ (as opposed to “a huge rocket”)
โโฆat speeds of over 25,000 miles per hour, causing heat about half that of the temperature of the sunโฆโ (as opposed to “at very fast speeds, and very, very hot temperatures”)
He also painted a picture of events which have not yet occurred:
โโฆnew metal alloys, some of which have not yet been inventedโฆโ
โโฆcapable of standing heat and stresses several times more than have ever been experiencedโฆโ
โโฆdo all this, and do it right, and do it first before this decade is outโฆโ
When combined, these images excited and challenged the country to work together for a goal which had never-before been experienced. ย President Kennedy had the gift to galvanize large numbers of people when he would speak.
You may not be given the task of moving a nation to pursue a great, national goal, but you may be challenged to persuade others to buy a service, product or idea. Utilize the Future Story, and you can move people to share your vision.
To see the full video of President Kennedy’s speech at Rice University, .
What are your experiences with speakers who paint a vivid picture of the future? You’re invited to leave your thoughts below:
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A most excellent article and one that I have shared. It is thought provoking and encourages a new new look at what is possible. Thanks, Michael!
Hi Thomas:
This is an idea that I’ve grasped onto and want to help people master. Of course, my book is going to print, AFTER I’ve researched this concept.
I have the foundation for the next book.
Mike