There’s a song for this one. The Last Ten Feet.
First session had just let out. I was standing in the doorway between the theater and the lobby, taking the temperature. How’s everybody doing. Enjoying it so far. That kind of thing.
A guy came up to me.
“Are you the TEDx guy?”
I don’t know what made him pick me. Maybe I looked official. Maybe I looked like I didn’t live there.
“How could I help?”
He said, “Why did you bring TED to our small town?”
I didn’t blink.
“Because small towns need big ideas.”
He said thank you.
I said, “Next year when I come back, I want you to bring twenty of your friends.”
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The red letters
We didn’t bring TED to Columbiana. TED is the big conference. Big Ted, we call it. Vancouver for years, San Diego next. What’s in Columbiana is a TEDx, independently organized under license, run by people who live there.
He didn’t know that. Almost nobody does. He’d been watching talks in front of big red letters his whole adult life, on a phone, on a laptop, on a screen some teacher pulled down in a classroom. Now the letters were in his town and he was sitting in front of them.
So he had the facts wrong and the feeling exactly right. Something did come to his town. I wasn’t going to be the guy who corrected him on the licensing.
And I know why he thought it.
Because the set was very good.
A thousand talks
I’ve been going to TED since 1994. A thousand talks, give or take, live in a room. That’s a strange thing to be able to say out loud, and what it gives you is a bar. You learn what a room feels like when a talk lands. You learn how much of that is the talk and how much is the room it landed in.
When the chance came to produce them, we started at home, with TEDxSantaBarbara, and built a reputation for shows that ran clean. That’s how Greg Smith found us.
Greg lives in Columbiana, Ohio. Six thousand people, a traffic circle, and a theater on Main Street that everybody calls the CAT. He came to us years ago and said he wanted to bring this to his hometown, and would we help him figure out what that looks like. My wife Kymberlee and I have been helping him produce it ever since.
I’ve been producing or helping produce these since 2010, and I hold teams to a standard. The letters. The lighting. Where a speaker walks on and where the light finds them. The transitions. The sound. Months go into all of it, and the reason is simple. Nobody sitting in that theater should have to grade on a curve. A town that gets a lesser show learns it deserves a lesser one.
So a man sat down on Main Street in a town of six thousand and watched something that looked exactly like what he’d been watching on his phone for the better part of twenty years.
Of course he thought TED came to town. That isn’t an accident. That’s the job.
He’d been through one other thing that morning, and it matters more than it sounds.
Nearly everyone has seen a TED talk. Alone. On a screen, while doing something else, and then you close the tab and go back to your life.
Almost nobody has sat in a room for a whole day of them.
Fourteen or more of them in a row do something the same talks can’t do one at a time. They start talking to each other. A line from the second one lands differently after the ninth. Your brain stops evaluating and starts absorbing. And you’re not alone in it. You’re shoulder to shoulder with people who heard the same thing at the same second, and when it breaks, you all spill into the lobby at once and the room gets loud.
That’s what he’d walked out of when he found me.
The electrical room
Here’s what he didn’t see.
Backstage at the CAT is the electrical room. Blue panels down one wall, a rack of red parts bins, a commercial vacuum parked next to the fire extinguisher. Somebody hung a red clothes hanger off a ceiling pipe. The greenroom is a garage on a residential street, string lights and folding tables and bottled water in red plastic baskets.
Nobody cleaned any of it up. Nobody was going to. Every TEDx backstage on earth looks roughly like this. The front of the house is designed to be seen. The back of the house is designed to get people ready.
The clipboard
The two women in that photograph are a speaker and her coach.
The coach is Kymberlee. She spends six months with each of these people. Helps them find the idea, cut it to the bone, build it, then teaches them how to walk out and deliver the talk of their life in ten minutes with nothing in their hands.
Look at what’s still in hers.
That’s the clipboard with the speaker’s script on it. Kymberlee follows every line from the wings, watching a monitor you can’t see from this angle, pushing everything she has at the stage. Ten minutes of not breathing.
The speaker came off. Kymberlee never put the clipboard down. She opened her arms with it still in her hand.
And she’s the one with her eyes closed. Nobody claps for her.
I’ve been on the receiving end of that hug. One year a speaker came off and found me. Big guy, my height and my weight, and he sank into my arms and I had to hold him up.
People underestimate what these speakers put themselves through. Six months of work and six months of dread, compressed into ten minutes, in front of everyone they know, with no notes and nowhere to hide. Then the ovation. Then they walk off, and the whole structure they’ve been holding up lets go at once.
They melt. Almost every one of them. You can feel the relief come off them.
That’s the photograph. It’s the part nobody sees, and it’s the part I’d put first.
We’ve produced hundreds of these talks by now, and here’s what makes six months a reasonable price. One person, one day, ten minutes. It changes the life of the person who gave it, almost without exception. Then it goes up on ted.com, and it can reach thousands of people neither of us will ever meet.
That’s the arithmetic Kymberlee is running in the wings with the clipboard in her hand. She isn’t counting whether it goes well. She’s counting who it reaches.
No second tier
The guy in the lobby wasn’t asking why TED. He was asking why here.
Because a town of six thousand can hold the same ideas as a city of six million. The second tier was never a size. It’s a choice about what somebody’s willing to build in the back, where nobody claps.
Small towns need big ideas.
And I meant the other part. Bring twenty of your friends.
There’s a song for this one. The Last Ten Feet.
TEDxColumbiana is an independently organized TED event held at the Columbiana Arts Theater in Columbiana, Ohio. Photograph published with permission.
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