One of the world’s leading names in communication, storytelling and presentation skills is coming to Sarajevo. David JP Phillips, a globally recognized expert in communication and self-leadership with more than 25 years of experience, has delivered over 6,000 presentations in 32 countries around the world. His four TEDx talks have received more than 16 million views, while the lectures he delivers not only inspire but also transform.
David will be one of the key speakers at the upcoming 14th Branding Conference, which will take place on 18 September at the Zetra Olympic Hall. His advanced methodologies, which combine neuroscience, biology and psychology, are now applied by global giants such as Google, Microsoft and Oracle.
In an exclusive interview ahead of his arrival in the capital of Bosnia and Herzegovina, David speaks openly about why trust in today’s society is at an all-time low, how to beat the algorithm and what every leader can do today to become a more convincing speaker.
We live in a time when algorithms reward speed and volume of content. Can quality storytelling still outperform the algorithm?
There are two algorithms. You have the content algorithm, meaning how well you build your content, from the angle and video quality to the quality of the story itself. And then you have the second algorithm: the programmers’ code that decides which material is best shown to whom and when, and to what extent it creates addiction in order to keep people stuck on the feed. In the first algorithm, storytelling is one of the clear winners over all other types of content.
In an era when anyone can become a content creator, how can a brand maintain an authentic voice without losing control over its own narrative?
As always: stay true to your core values.
If you had to describe brand communication today in one sentence, would you say that we talk too much while saying too little of real value?
Absolutely. Which risks undermining real value. Unfortunately, it is easier to construct content that manipulates and stimulates people’s attention triggers than to deliver real value.
You often emphasize that communication is a skill, not a talent. What is one thing every leader can apply immediately to become a better and more convincing speaker?
Remove or reduce your filler words and accompanying words.
If you had to define the new currency of control in communication today, what would it be: attention, trust or emotion?
I would love it to be trust, but that does not work in today’s society. Trust is, unfortunately, generally at a low level – it is not important to many people, perhaps not even to the majority. Emotion is always king, and that is something I have been teaching for a long time. However, the key to emotion is attention. Attention is the key to everything.
If you want to learn how to make your message truly reach the audience and leave a lasting impression, do not miss the opportunity to hear David JP Phillips live on 18 September at Zetra Hall. Secure your place at the 14th Branding Conference via branding.ba.
