TED Is 40 — Here’s How It All Started | Chris Anderson and Richard Saul Wurman | TED

40 Years of TED: A Conversation with Richard Saul Wurman

Introduction to Richard Saul Wurman

• Chris Anderson introduces Richard Saul Wurman, highlighting his pivotal role in the early development of TED.

• Wurman discusses his realization of two types of people: vertical (specialized) and horizontal (broadly interested), emphasizing that success often comes from deepening expertise in one area.

The Concept of Horizontality

• Wurman explains that his "horizontality" leads him to see patterns across various fields, contrasting it with the specialization prevalent in society.

• He notes that most gatherings focus on a single topic, which can limit broader understanding and connections among different disciplines.

Educational Journey and Learning Philosophy

• At the University of Pennsylvania, he took diverse courses under a special agreement, fostering a broad educational experience.

• Wurman reflects on his approach to learning; he didn't take notes for tests but focused on memory and visualization of patterns instead.

Emergence as an Information Architect

• After graduating in 1958/9, he published his first book at age 26, which was centered around comparative maps—an early example of information architecture.

• His obsession with explaining complex ideas stemmed from this broad perspective; he emphasizes the importance of connecting dots rather than viewing subjects in isolation.

Understanding Questions and Information

• Wurman expresses frustration over how questions are framed; he believes many questions lack depth or clarity.

• He critiques common terms like "inform" and "understand," suggesting they often fail to convey meaningful insights.

Early Conference Involvement

• Before TED, Wurman's involvement in conferences began when he was invited to speak at the International Design Conference after gaining recognition for a children's book on environmental education.

The Origins of TED: A Journey Through Technology, Entertainment, and Design

Early Involvement in Conferences

• The speaker was invited to organize a conference called "Invisible City" in 1972, which attracted 1,200 attendees but had minimal funding.

• The experience taught the speaker valuable lessons about failure and success; they felt more comfortable on stage than in the audience.

• The National Design Conference held in Aspen was highlighted as a significant event that brought together influential figures from various fields.

Formation of TED

• The speaker partnered with Harry Marks to create a new conference after discussing their mutual dissatisfaction with their current projects.

• Initial funding for the conference came from Frank Stanton (CBS CEO), Harry Marks, and the speaker himself; however, there were concerns about potential failure.

• A commitment was made to refund money if certain attendance numbers weren't met; the speaker broke this agreement due to financial analysis indicating it would be less costly to proceed.

Insights on Audience Engagement

• The primary focus of the conference was not on transforming or catering to the audience but rather on personal satisfaction and inviting speakers of interest.

• The selection process involved appealing to potential speakers' egos and leveraging existing relationships to attract them.

Conceptualizing TED's Focus Areas

• The name "TED" (Technology, Entertainment, Design) was coined by the speaker; they also hand-drew its logo.

• When asked why these three industries were chosen over others, the speaker emphasized that no better combination could be found at that time.

Historical Context and Impact

• Notably, 1984 marked significant technological advancements like the introduction of Apple Mac computers during one of TED's early conferences.

The Evolution of TED: Insights from Richard Saul Wurman

The Initial Conference Experience

• Sir Ken Robinson humorously notes that revealing one's involvement in education often leads to social withdrawal, yet the first conference was a success in unexpected ways.

• Richard Saul Wurman emphasizes the importance of creating an environment where attendees felt free to engage with diverse ideas, fostering curiosity among participants.

• Wurman reflects on the organic nature of the event's success, attributing it to genuine interest rather than meticulous planning or strategy.

• A notable moment from the first conference included Nicholas Negroponte announcing the launch of the MIT Media Lab, which set a precedent for future talks.

• Despite initial financial losses and low attendance at the first event, Wurman acknowledges its value and impact on those who attended.

The Decision to Revive TED

• After a hiatus following financial setbacks, Harry Marks proposed reviving TED in 1989 due to positive feedback despite its commercial failure.

• Wurman describes his cautious approach by setting financial limits before committing to another conference, showcasing his learning from past experiences.

• Following this revival, there were tensions between Wurman and Marks regarding their collaboration; ultimately leading to Marks exiting for personal reasons.

Growth and Transformation of TED

• The annual conferences held in Monterey during the '90s generated excitement around technology and innovation, marking a significant cultural shift.

• Wurman shares how TED transformed not only his life but also created lasting connections among attendees that influenced their personal and professional networks.

Unique Hosting Style

• As a host, Wurman's unique style involved sitting on stage during presentations and prioritizing audience engagement over traditional speaker-centric formats.

• He curated talks by encouraging speakers to share new insights rather than rehearsed speeches, aiming for authentic conversations instead of mere performances.

• His approach included interrupting speakers when necessary for clarity or engagement, positioning himself as an advocate for audience interests.

Attention to Detail

• Wurman's focus on detail extended beyond content; he innovated logistical aspects like integrating programs into badges for convenience at events.

What Makes a TED Talk Special?

The Joy of Learning and Sharing Experiences

• The speaker reflects on the non-commercial, non-political nature of their interest in learning, emphasizing the joy of discovering new ideas and sharing experiences with others.

Initial Overwhelm and Discovery

• Chris describes his first day at the event as overwhelming; he was intrigued but struggled to understand the relevance of various talks, particularly those outside his usual focus.

Serendipity in Innovation

• By day three, Chris realizes that connections between different speakers' ideas can lead to unexpected insights, highlighting how innovation often arises from serendipitous encounters beyond one's normal frame of reference.

Aimee Mullins: A Moment of Vulnerability

• Ricky recalls inviting Aimee Mullins to remove her artificial legs on stage, showcasing a bold move that surprised attendees and emphasized human empowerment through technology.

Emotional Impact and Audience Connection

• The emotional weight of Aimee's story moved many in the audience, including Ricky himself, who found it deeply impactful and indicative of the special nature of such events.

Courageous Stage Presence

• Ricky discusses his insistence on a casual vibe at TED talks, recalling an incident where he cut off Nicholas Negroponte's tie to reinforce this atmosphere. This act became memorable for its humor and spontaneity.

Audience Engagement Through Unique Moments

• The audience coined terms like "TED Virgin" for newcomers and "TED moment" for unforgettable experiences during talks. These phrases reflect community engagement and shared experiences among attendees.

Sherwin Nuland's Powerful Storytelling

• Ricky shares a poignant story about Sherwin Nuland’s talk regarding his battle with clinical depression. Nuland’s vulnerability resonated deeply with audiences as he revealed personal struggles previously unknown even to his wife.

The Shock Value of Personal Narratives

• Nuland’s candid discussion about requesting electroshock therapy shocked both the audience and his family members present. His narrative exemplified how powerful storytelling can evoke strong emotional responses.

Conclusion: The Essence of TED Talks

Reflection on Growth and Change

Personal Insights and Acknowledgments

• The speaker reflects on their previous interview experience, expressing a sense of confusion and realization about their past behavior during the last interaction.

• They mention researching the interviewer, noting that they have 25 programs, which leads to a metaphor involving Johnny Appleseed and the nature of growth.

Metaphor of Apple Trees

• The speaker uses an apple tree metaphor to describe their relationship with the interviewer, suggesting they provided a foundational idea (the tree), while the interviewer has cultivated it into something more diverse (25 different apples).

• They highlight how fear of failure almost prevented this growth but ultimately led to significant success in terms of participation and engagement.

Transitioning TED Ownership

• Discussion shifts to the transition period around 2000 when ownership of TED was changing hands; concerns about corporate influence on its mission are raised.

• The speaker recounts their entrepreneurial background and how it aligned with TED's values, leading to a successful acquisition despite potential higher offers from larger companies.

Financial Details and Aftermath

• Clarification is made regarding the financial details of the sale: $14 million total ($12 million cash, $2 million stock), with subsequent issues arising from stock value loss.

• The speaker shares personal challenges following the acquisition, including financial struggles that led them to repurchase TED through a foundation.

Reflections on Difficult Years

• Both speakers acknowledge difficult years post-sale due to feelings of resentment and loss; one admits petulance over not being involved in TED anymore.

Animal Acts and Memorable TED Moments

The Role of Animal Acts in Entertainment

• Discussion about the absence of animal acts in recent events, with a nod to the upcoming 40th anniversary celebration.

• A recollection of a memorable incident involving a black bear on stage, highlighting the unexpected nature of live performances.

Courage and Showmanship

• An anecdote where RSW kissed the bear, revealing both bravery and the potential danger involved.

• CA recalls how this moment led to a humorous exchange on stage, showcasing RSW's courage and showmanship.

The Evolution of TED

• Commentary on how interesting information often gets lost amidst noise; emphasizes the need for drama and theatricality to engage audiences.

• Reflection on how technology enabled TED to reach a global audience, changing its trajectory significantly.

Community Dynamics at TED

• Discussion about community reactions as TED transitioned from an intimate gathering to a larger platform focused on "do-goodery."

• Exploration of the tension between what is interesting versus what serves public good within TED's mission.

Challenges in Curation

• RSW expresses concerns about modern sensitivities affecting content curation at TED.

• A question from Jim Young prompts RSW to share his most memorable moments, including humorous incidents involving audience engagement.

Lifelong Learning and Accessibility

• CA poses a question regarding inspiring learning in those disinterested; RSW emphasizes providing permission rather than forcing change.

Understanding Information Anxiety and the Role of Entertainment

The Shift Towards Niche Information

• RSW discusses how information has become more specialized, leading to a desire for clarity before engaging with content. He questions how to foster general curiosity among audiences.

• RSW emphasizes that entertainment should evoke warmth and interest, suggesting that effective explanations can create a comforting experience for the audience.

Audience Diversity and Understanding

• RSW highlights the importance of recognizing audience diversity, stating it is not necessary to cater to a homogenous group.

• He reflects on his books "Information Anxiety" and "Information Anxiety 2," explaining their focus on making data comprehensible, especially for younger audiences. He stresses the value of asking insightful questions over merely providing answers.

Mapping Information in the Digital Age

• RSW connects cartography with understanding information flow, asserting that mapping knowledge helps reduce anxiety by contextualizing data.

• CA asks about TED's impact on lectures; RSW notes TED's influence on conference formats, suggesting it has changed how gatherings are organized by introducing elements of entertainment.

Evolution of Conferences Post-TED

• RSW believes TED set a precedent for independent conferences without institutional backing, which has inspired others to create similar events.

• He critiques traditional conferences like Davos for lacking engagement but acknowledges improvements in mixed-format gatherings influenced by TED’s model.

The Essence of Sharing Ideas

• RSW mentions various successful projects inspired by TED's format, emphasizing that anyone can host meaningful discussions regardless of background.

• CA agrees with this sentiment, noting that talks lose their appeal when speakers prioritize personal agendas over genuine sharing of ideas.

Maintaining Core Values at TED

• CA shares his initial role as "TED Custodian," highlighting his commitment to preserving values centered around what inspires and connects people across boundaries.

• He expresses gratitude towards RSW for establishing these foundational principles at TED, reinforcing the idea that curiosity leads to valuable learning experiences.

Audience Engagement Strategies

• RSW explains his approach during presentations—keeping house lights up to gauge audience reactions while minimizing time spent moving on and off stage.

Reflections on TED and Personal Growth

The Transition Back to the Stage

• The speaker expresses excitement about technological advancements that allow for quick transitions on stage, indicating a return to live events.

• A colleague inquires about moments in history the speaker would want to repeat or change, prompting introspection.

• The speaker encourages listeners to reflect on their own experiences regarding moments they might wish to redo.

Regrets and Reflections on Selling TED

• A more specific question arises about whether the speaker regrets selling TED, leading to deeper reflections.

• The speaker acknowledges a desire to have waited longer before selling, suggesting some ideas were left unexpressed.

• They discuss their journey through various projects, emphasizing the importance of knowing when it's time to move on from something once mastered.

Affirmation of Choices Made

• Despite initial surprises at selling TED, the speaker feels confident they made the right choice by passing it on to someone capable.

• The new owner reflects positively on their entrepreneurial journey with TED and how it shaped their identity and purpose.

Legacy and Impact of TED

• The conversation highlights the profound impact of TED talks globally, with many people expressing gratitude for its influence in their lives.