Rose Goslinga triumphs

If you were a very assiduous follower of this blog, and also equipped with a good memory, you might recall this posting from the end of May 2013. Rose Goslinga had delivered a Pop Tech talk about her relatively new business, insuring African farmers against drought. The link will enable you to go back and look at that posting if you wish, but essentially I restricted myself to expressing concern over fussy, distracting visuals, and her own inner confidence that I felt was a little fragile.

In June of this year, in Berlin, she delivered a TED talk.

Inevitably I find myself looking for the vulnerability I spotted previously; and I delight in the dazzling smile with which at the very beginning she bathes the audience. Is it a completely confident smile?

Even before the video started I could answer that. Like every other speaker in history she is experiencing a hump, so there absolutely has to be an element of artifice in that smile. I congratulate her on how well she does it.

Her opening is driven by slides with almost no words on them, so her voice and the pictures complement each other to set the scene and create her required decorum. It lasts a smidgen more than 90 seconds, so her hump will now be receding fast. She swings into ethos, with again wordless slides, and we are given a clear picture of the background to her business. This lasts another minute, so by the time she gets to the nitty-gritty her hump is history and her voice is good and strong.  Excellent construction.

When she is explaining the way her business works, she is much more sparing with her slides, and still they are almost completely wordless. Her visuals never compete with her: that is the key.

I shall not spoil her story by trying to precis it. It’s a good story and she tells it very well. It reaches its punchline with a visual that begins at 8:36 and progresses. That visual, as part of the overall narrative, is simply brilliant. This hardened old cynic actually got the warm fuzzies from it, and it triggered a spontaneous round of applause from the audience.

Her closing is paired with her opening: she closes the circle.

Rose Goslinga is not a trainee of mine, though our having shared acquaintances it is not impossible that she has read my book. If she were my trainee I would be proud as hell.

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