Effective public communication comes from speaking only about topics you know intimately, in the same natural way you'd talk to a friend, rather than from traditional media-training techniques.

4:22company we hired, you know, at the time was considered the best media trainer uh who was a guy um uh who uh had previously been a producer at at 60 Minutes. You know, >> Lee Les Elden. >> We Lee Les Elden who'd been a producer. He actually he was he was actually quite quite a well-known guy at the time. Um he had been uh Lowell Bergman's producer

4:36and Lowell Bergman became uh Lowell Bergman No, um well, there I mean, Mike Wallace it was that whole complex. But he's like he's like, "We're not doing any of the classic media training that we do." He said, "We're going to do the thing that everybody always under rates, which is we're going to get you to basically just say all the things in public that you would say if you were

4:51sitting having lunch with a friend." Right? And I remember like the back of my head like, you know, just like blew open cuz it's just like, "Okay." And then you know, and then and then immediately you're like, "Okay, why are we paying this guy that And it's like you know, cuz that's like very obvious advice and then it's like nobody else will give you that advice. What the

5:05what's going on?" He just said, "Look." He said He said He said the following. He said, "If if you are on stage or in an interview and you were talking about something and you don't know that topic inside out already, like what the hell are you doing there? So, the only thing that you should ever be talking about is something that you know you know intimately. If you know it intimately,

5:19you should be able to talk about it in a viscerally interesting uh way. Um you know, that really relate you know, relates your thoughts on the thing. And you ought to be able to come across as a very interesting person because you're talking you know, it's just like if you're sitting across the table talking to your friend. And so he's like, "My my training is a 100% to try to get you to

5:34not do all the other stuff and basically be able to do that." Um and then you know, the other part cuz this you assume the media is adversarial. The other part was then you know, the the forget what he called the pivot or whatever, which was basically just the you know, the thing of like you you answer their questions. You always answer your own questions, which is a

5:47bit that >> Which by the way makes it a little unnatural, right? >> It does. It's [clears throat] the Jedi It's the Jedi but it's the Jedi knight thing that that made that whole approach work, which is it's just like, okay, you're talking naturally. Well, one of the ways you talk naturally is you just refuse to answer the the bad questions and you just substitute in your good

6:00question. Anyway, so he he went through the whole thing and so then then I you know, we've been watching the evolution of the whole you know, the whole the whole new media landscape for 30 years and it's just like, wow, if you watch what Palmer Lucky does or if you watch what you know, Alex Karp does or if you watch what Elon does or you watch what any of the great