Ryan Foland speaks with Cathey Armillas, a marketing strategist, speaker, and TED Coach who helps speakers figure out what their core idea is, how to package it as a message, and how to market that message. Ryan and Cathey dive into why the TED format works, and why finding your core idea is essential to finding the right audience and getting that audience on board with your message, and take action. Listen to this podcast to find out: - How to figure out your core idea and how this can impact how you structure your talk. - What it takes to get on the TED stage, and why this might not be for every speaker. - What modern audiences are looking for and why engagement has to be at the forefront. - Why you need to find something the audiences cares about that links your whole talk together. - How diversifying your offerings can help you reach more people and bring in more revenue. (Spoiler: it’s not all about the keynote.)