The Art and Craft of SpeechwritingHow to persuade, motivate, and inspire audiences – and get results

Rob FriedmanFormer Senior Director, Executive CommunicationsEli Lilly and Company

Knut Haanaes, Two reasons companies fail –and how to avoid them

Agenda

•Strategy and purpose

•The tools of persuasion

•Writing for the ear

•The language of leadership

•Storytelling

•Beyond the four walls

Strategy and purpose

NEW YORK -- Is the future of your

health riding on what happens in

Washington? Sidney Taurel thinks it

might be. The Eli Lilly CEO ticks off a

list of former "death sentences" being

cured or turned into The potential for

medical research is unlimited. We just

need to make sure we don't interdict it

by the wrong policies.”

Mr. Taurel points without hesitation

to the mere threat of HillaryCare in

the early 1990s as an episode that

reduced investment in R&D, as drug

makers, including his own, redirected

money toward the purchase of

pharmacy benefit management

companies. As another example, he

offers the anti-drug industry crusade

of Sen. Estes Kefauver in the late

1950s and early '60s: “At that point

companies started to diversify. We

bought Elizabeth Arden, we went

into animal health and agricultural

THE WEEKEND INTERVIEW / December 2, 2006

Sidney Taurel

Of Politics and Pills

And what might those “wrong policies” be?

Anything, it would appear that reduces the

financial incentives for drug companies to invest

in research and development.

chemical products, later on in medical

instruments and so forth. All other companies

did similar things. And for a while after that

we saw fewer new products. When this … ”

Pollock, Robert L. “Of Politics And Pills.” The Wall Street Journal (December 2, 2006). Accessed July 6, 2012, at

http://www.google.com/imgres?imgurl=http://si.wsj.net/public/resources/images/ED-

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261&w=160&sz=11&hl=en&start=3&zoom=1&tbnid=Wh81bjv2qaD8JM:&tbnh=112&tbnw=69&ei=uRv3T4icKsSirAHU1KCLCQ&prev=/search%3Fq%3D%252

2Sidney%2BTaurel%2522%2BWSJ%26um%3D1%26hl%3Den%26safe%3Dactive%26gbv%3D2%26tbm%3Disch&um=1&itbs=1.

Lechleiter, John. “Whatever Its Pending Decision, The Supreme Court Won’t Decide The Future Of Health Care.” Forbes.com (June 20, 2012). Accessed July

6, 2012, at http://www.forbes.com/sites/johnlechleiter/2012/06/20/whatever-its-pending-decision-the-supreme-court-wont-decide-the-future-of-health-care/.

• Debunking the 5 Big Myths about Big Pharma

• Clinical Trials Never Fail (If You Define Failure Correctly)

• The Human Face of Clinical Trials

• Early Childhood Education Offers Unique Chance for Bipartisan Consensus

• Health Care Value Assessments Versus Patients and Progress

• Insulin’s 90-Year-Old Lessons for Biomedical Progress Today

• The Really Tough Questions about Healthcare Costs

•Define your organization’s greatest threat, challenge, or opportunity

•Determine your objectives and outcomes

•Distill the strategic frame for your communications

•Develop the arguments that support your frame

FDetermining your strategic frame

Cicero Award-winning titles

Changing the Norms of Medicine and Health: The Power of Positive Deviance

There Is More Than One Inconvenient Truth

Connecting the Next Billion: The New Frontier of Upward Mobility

Shift Happens

Make it in America

Shale: Politics vs. Opportunity

A Path Forward for American Cars

Restoring Prosperity to the Middle Class

Recapturing America’s Genius for Innovation

Rethinking the American Dream: Post-Secondary Education in the U.S.

Corporate Philanthropy for the 21st Century

Remarks to the Association for Academic Women

The key question for every communication:

What outcome do I want?

What is it I want my audience to know, think, feel or do?

The Uses of Rhetoric

INFORM

STIR FEELINGS

PERSUADE

GET ACTION

The Uses of Rhetoric

INFORM

STIR FEELINGS

PERSUADE

GET ACTION

Speaker Subject matter

Audience

Know thy audienceWho• Name? Size? Demographics? • Values, experiences, knowledge of topic?What• Purpose of meeting? Venue (keynote speaker, panel, etc.)?• What are our goals?Where• Not just location but room and set-up: lectern, A/V, etc.When• Not just date by time of day and agendaWhy• Why your speaker? And why is he/she speaking?

Bono, Accepting NAACP Chairman’s Award

The Uses of Rhetoric

INFORM

STIR FEELINGS

PERSUADE

GET ACTION

We’re all in the persuasion business

Sheryl Sandberg, Why we have too few women leaders

Claim

You can improve your car’s fuel economy by setting your tire pressure correctly.

Claim with evidence

You can improve your car’s fuel economy by setting your tire pressure correctly.

According to sources as varied as Ford, BP and the U.S. Department of Transportation, you can increase your car’s fuel economy up to 15 percent by setting your tire pressure correctly. I can vouch for this; in my 40s, I had two Camrys, both with identical mileage ratings. But the second one had a tire gauge, so I was more attentive to tire pressure, and that car got about 3 more miles per gallon.

5 tools of persuasion

•Statistics

•Quotations

•Analogies

•Examples

•Stories

Numbers can numbBecause U.S. farmers are so efficient it takes fewer animals to produce a given quantity of food, which is better for the environment.

“For instance, the U.S. carbon footprint per glass of milk has declined two-thirds since 1970. Roughly one-third fewer cattle than in 1970 produce the same amount of beef. Pork carcass weights are three times heavier today than they were 40 years ago.

“By way of comparison, China produces 1 billion pigs per year, but has a pre-weaning mortality rate of 40 percent. Milk production per dairy cow in the U.S. is five times that of Mexico and 20 times that of India.”

Jessica Shortall, The US needs paid family leave – for the sake of its future

Statistics

• Explain it

• Make it human

• Compare

• Paint a picture

Find the startling statistic

U.S. life expectancy in the 20th century increased by two-thirds.

Rob Friedman's Workshop

Find the startling statistic

There are 60,000 centenarians in the U.S.

Rob Friedman's Workshop

Find the startling statistic

More than 10,000 baby boomers retire every day – and will for the next 15 years.

Find the startling statistic

There are more CEOs named John or David in the U.S. than there are women CEOs.

Rob Friedman's Workshop

Find the startling statistic

More Americans have died from guns since 1968 than on battlefields of all the wars in American history.

Rob Friedman's Workshop

Find the startling statistic

The sun delivers more energy to the Earth in 90 minutes than humans use in a year.

Rob Friedman's Workshop

Find the startling statistic

In 1980, the average U.S. household had three consumer electronic devices. Today, it has 25.

Round numbers

Don’t say:$19,877,404,896,012.77say: Just shy of $20 trillion

Or about $60,000 for every man, woman and child in the U.S.

Hans Rosling, The best stats you’ve ever seen

Quotations

Quotations

“Quoting allows you to borrow the best that has been thought and said.”

-- Matthew Arnold

Quotations“Far and away the best prize that life has to offer is the chance to work hard at work worth doing.” Teddy Roosevelt

“Set standards for yourself higher than anyone else would set them.” Bob Armitage, Lilly General Counsel

“People will forget what you said. People will forget what you did. But people will never forget how you made them feel.” Maya Angelou

“Stories put babies to bed and send soldiers to war.” Anonymous

“Think about each word.” Anne Hull, Washington Post reporter, Pulitzer Prize finalist

Arthur Brooks, A conservative’s plea: let’s work together

Analogies

Make the unfamiliar familiar; help us see the familiar in new ways

1) To illustrate

2) To create a likeness between two things and convince someone of something not obvious

3) To frame an entire speech or presentation

Analogy: constructing a speech is like . . .

More memorable analogiesAsk: What’s my core idea? What's it like? In what ways? It’s like:

• raising a child

• building a house

• tending a garden

• painting

• hiking

• conducting an orchestra

• a part of nature: the ocean . . . a tree . . . a mountain range . . . the cosmos

• cooking a meal

• archeology

• a city

Karen Thompson Walker, What fear can teach us

Simon Sinek, How great leaders inspire action

Amy Cuddy,Your body language shapes who you are

Ken Robinson, How schools kill creativity

Jessica Shortall, The US needs paid family leave – for the sake of its future

Exercise: Use 3 of the 5 tools of persuasion

•Statistics

•Quotations

•Analogies

•Examples

•Stories

Structure

1. Time

2. Space

3. Topic

Monroe’s Motivated Sequence

1. Attention

2. Need

3. Satisfaction

4. Visualization

5. Action

Monroe’s Motivated Sequence

1. Attention: Hey! Listen to me, you have a PROBLEM!

2. Need: Let me EXPLAIN the problem.

3. Satisfaction: But, I have a SOLUTION!

4. Visualization: If we IMPLEMENT my solution, this is what will happen. (And/or: If we DON’T IMPLEMENT my solution, this is what will happen.)

5. Action: You can help me in this specific way. Will you help me?

Writing for the ear v. the eye

acknowledgement

accumulate

advise

ascertain

assistance

cessation

cognizant

communication

component

contribute

currently

demonstrate

desire

disseminate

endeavor

execute

expedite

facilitate

feasible

finalize

frequently

gratuitous

impact (verb)

implement

Find the short word

initial

initiate

locality

modification

numerous

operational

optimum

parameters

precipitate

procure

propound

purchase

recapitulate

remunerate

residence

retain

significant

subsequent

substantial

sufficient

terminate

transmit

utilize

vehicle

Find the short word

“We are endeavoring to construct a more inclusive society.”

Conversational

“We are endeavoring to construct a more inclusive society.”

“We are going to make a country in which no one is left out.”

--FDR

Conversational

Bryan Stevenson, We need to talk about an injustice

John F. Kennedy, Inaugural Address, 1961

Bryan Stevenson, We need to talk about an injustice

• Active voice

• Vigor & vividness

• No qualifiers

• “Can-do” yet realistic

• Inclusive

• Forward-looking

The language of leadership

The passive voice should not be used

We will not forget the way people around the world showed solidarity with America’s loss. We saw that in Canada, Korea, Japan and China.

“We won’t forget the American Stars and Stripes flying in solidarity from every fire truck in Montreal, Canada; or children kneeling in silent prayer outside the embassy in Seoul; baseball players in Japan observing moments of silence; a sign hand-written in English at a candlelight vigil in Beijing that read, ‘Freedom and justice will not be stopped.’”

-- George W. Bush, address to Congress after 9/11

Write vividly

Exercise: Apply a metaphor

I think, I believe, I feelWe could, we should, we might, we may We’re planning to, we intend to, we have a reasonable chance to, our goal is toProbably, possibly, it appears that, it seems thatPerhaps, maybe, somewhat, quite, around Basically, really, very, virtually, generally, essentially, mostly, kind of, sort of

Kill qualifiers

Simon Sinek, How great leaders inspire action

Conversational; amplify; rhythm; active voice; vigor and vividness; no qualifiers

Exercise: Rewrite

Stories

Stanford student recall exercise, Made to Stick

“In the average one-minute speech, the typical student uses 2.5 statistics. Only one student in ten tells a story. Those are the speaking statistics.

“The remembering statistics, on the other hand, are almost a mirror image: When students are asked to recall the speeches, 63 percent remember the stories. Only 5 percent remember any individual statistic.”

The speech that made Barack Obama President

Brene Brown, The power of vulnerability

Chimamanda Ngozi Adichie, The danger of a single story

Amy Cuddy,Your body language shapes who you are

The Vision story

“Businesspeople not only have to understand their

companies’ past, but then they must project the future.

And how do you imagine the future? As a story.”

-- Robert McKee, Ph.D., screenwriting instructor

The Fox and the Grapes

One hot summer day a fox was strolling through an orchard. He saw a bunch of

grapes ripening high on a grape vine. “Just the thing to quench my thirst,” he said.

Backing up a few paces, he took a run and jumped at the grapes, just missing.

Turning around again, he ran faster and jumped again. Still a miss. Again and again

he jumped, until at last he gave up out of exhaustion. Walking away with his nose

in the air, he said: “I am sure they are sour.” It is easy to despise what you can’t get.

-- Aesop

Pixar “pitch” structureACT 1

Once upon a time …

… until one day …

ACT 2

… and because of that …

… and because of that …

… and because of that …

… until finally …

ACT 3

… and since that day …

And the moral of the story is …

Leadership story idea starters

• Best story about the company, business, industry• Mistakes and failures• Unexpected opportunities• Risk and reward• Choices and consequences• Obstacles and challenges• Pivotal moments• Lessons learned• Advice from a mentor• Someone who inspired me

The key to a great story

“The greatest story commandment?

Make me care!”

– Andrew Stanton, writer of the Toy Story trilogy

1. O

2. +

3. “ ”

4.

5. !

How to close

Steve Jobs, Commencement Address, Stanford University, 2005

Scope SheetApril 13, 2016

Final Scope for Remarks to the Rotary Club of IndianapolisChairman, President and CEO John Smith

Date/Time: April 25, 2016, 11:00 a.m. – 1:00 p.m.

Location: 1615 N. Meridian, Sagamore Room (Executive VP Susan Johnson will meet you in the lobby and escort you)

Audience: 150 local business and community leaders (mostly small business, but Anthem has a table). Lilly has a table; X, Y and Z will attend. Mayor Ballard will also be there. Your remarks will be taped and put on their website.

Agenda: (See attached)

Objectives:

• Update them on Lilly’s progress

• Make your pitch for United Way

Speech outline:

Comments: You last spoke to this group three years ago; this is your progress report. The data were confirmed by Investor Relations. After your speech, you’ll take about 15 minutes of questions. The Mayor will second your United Way pitch; only 1/3 of the companies represented gave last year. Local press will be there – you’ll sit with Jack Stone of WINR for an interview afterwards.

Attached is the final draft, which includes your April 12 edits.

Good luck.

Rob Friedman, 6-2366

Eli Lilly and CompanyScope sheetApril 13, 2016Final Scope/Bullet Points for Remarks to Lilly Italy EmployeesChairman, President and CEO John Smith

Date/Time: Monday, Sept. 10, 2016, 11:15 a.m. Location: Foyer of Lilly Italy, Sesto Fiorentino Contact: Lilly Italy GM Patrik Jonsson at 39-346-0555555

Audience:•About 500 employees from all divisions except the sales force. •Remarks will be simultaneously translated (doubling the time), filmed and shared on intranet.

Patrik would like these key messages communicated: •“Reasons to believe” in future (pipeline advances; strategic alliances; results for Effient and sola)•Your views on the reorganization in Europe (and how continued strong teamwork is essential)•A “thank you” for Lilly Italia’s hard work, strong results, bold leadership and high engagement.

What employees may be concerned about/sensitivities:•Will there be further job cuts across Lilly, or any other major reorganization? •Are the new BUs more efficient and closer to the business?•Is any merger in our future?

Attached is the final draft with your edits, in bold, and bullets on cards.

Good luck.

Rob Friedman 6-2366

Eli Lilly and CompanyVenue selection criteria

1. Target audience

2. Potential impact – prestige, media

3. Relevance of theme

4. Other participants

5. Location (U.K. and global)

6. Size

7. Sponsors or partner organizations

8. Scheduling implications

9. Costs

10.History or experience

• Policy forums (National Press Club, Commonwealth

Club of California, Tokyo Press Club)

• Economic forums (Detroit Economic Club, Dallas

Friday Group; most major cities have one)

• Conferences (for Lilly: innovation, life sciences, health

care, etc.)

• Chambers of Commerce (U.S. and globally)

• Colleges and universities

• Industry meetings

• Trade association meetings

• Think tanks

• Investor conferences

• Recognition (Corporate responsibility, diversity, etc.)

Eli Lilly and CompanyPotential speaking venues

Dear __________

I am writing to inquire about a potential speaking opportunity for John Lechleiter, Chairman, President, and

CEO of Eli Lilly and Company, at [name of venue.]

Founded in 1876 and based in Indianapolis, Indiana, Lilly is the 10th largest pharmaceutical company in the

world.

This email includes Dr. Lechleiter's bio, as well as a partial list of his speaking engagements.

As you can see, he is a leading thinker on innovation and health care in the U.S. and abroad.

Optional: Dr. Lechleiter is interested in talking about "The Human Face of Innovation.“ Here's a brief

summary; etc.

Although his schedule is somewhat flexible, the best dates during the next 12 months are between XX and

XX, 2010 or XX and XX, 2010.

If you are unable to place Dr. Lechleiter at this time, I ask that you kindly keep him in mind for future events.

Please let me know if you have any questions or comments.

Thank you for your consideration,

[include links to online versions of recent speeches or op-eds]

[Include current bio and possibly a photo]

Eli Lilly and CompanyVenue pitch letter

Eli Lilly and CompanyMeasurement

1. Actions!

2. Audience Response

• Applause

• Questions

• Personal interactions

• Formal evaluations

• Soft soundings

• Focus groups

3. Media impressions (positive impressions)

4. Further use (op-eds, articles, radio, TV, Vital Speeches)

5. Citations and references

6. Quality of invitations for speakers

7. Client feedback

Eli Lilly and CompanyDetroit Economic Club

Eli Lilly and CompanyLeveraging DEC (good …)

Eli Lilly and CompanyLeveraging DEC (really good …)

Eli Lilly and CompanyLeveraging DEC (really good again …)

Eli Lilly and CompanyLeveraging DEC (Bonus time!)

The morning of the stroke

The Art and Craft of SpeechwritingHow to persuade, motivate and inspire audiences –

and get results

Rob Friedman

Retired Senior Director, Executive Communications

Eli Lilly and Company

The Art and Craft of SpeechwritingHow to persuade, motivate, and inspire audiences – and get results

Rob FriedmanFormer Senior Director, Executive CommunicationsEli Lilly and Company

Patients As Scientific

Collaborators

May 15, 2014

Roni Zeiger, MD

CEO, Smart Patients

Brain grows rapidly followed by pruning

Birth 6 years old 14 years old

Rapid growth Pruning

Brain grows rapidly followed by pruning

Birth 6 years old 14 years old

Rapid growth Pruning

Corporate/Academic

Justin Hall-Tipping, Freeing energy from the grid

Nairobi, Kenya

“Know-me

Expectation”Today most people expect brands to use

what they know about us to create more

personalized experiences.

Source: DeBold Tynan and Friedman Dov. “Battling Infectious Diseases in the 20th Century: The Impact of

Vaccines.” Published Feb. 11, 2015 at 3:45 p.m. ET , http://graphics.wsj.com/infectious-diseases-and-vaccines/.

Indiana trail 100 mile race-six 16.67 mile loops with 875 ft of climb

100 miles with 5250 ft (about 1 mile) of vertical climb

Bill Gates, Mosquitos, malaria and education

The Uses of Rhetoric

INFORM

STIR FEELINGS

PERSUADE

GET ACTION

“Stay hungry. Stay foolish.”