Talk Like TED: The 9 Public-Speaking Secrets of the World's Top Minds by Gallo Carmine

Author:Gallo, Carmine [Gallo, Carmine]
Language: eng
Format: epub, mobi
Publisher: St. Martin's Press
Published: 2014-03-04T00:00:00+00:00

UNLEASH AN EMOTIONALLY CHARGED EVENT

When Gates unleashed his “swarm” of mosquitoes, he hooked his audience precisely because it was shocking, unexpected, and different. It was what brain researchers call an “emotionally charged event.” As with every technique in this book, it works because your brain is wired for it.

“An emotionally charged event (usually called an ECS, short for emotional competent stimulus) is the best-processed kind of external stimulus ever measured,”3 says molecular scientist John Medina. “Emotionally charged events persist longer in our memories and are recalled with greater accuracy than neutral memories.”

Medina says it all has to do with the amygdala, which is located in the prefrontal cortex. “The amygdala is chock-full of the neurotransmitter dopamine, and it uses dopamine the way an office assistant uses Post-it notes. When the brain detects an emotionally charged event, the amygdala releases dopamine into the system. Because dopamine greatly aids memory and information processing, you could say the Post-it note reads ‘Remember This!’ Getting the brain to put a chemical Post-it note on a given piece of information means that information is going to be more robustly processed.”4

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