Carmine Gallo is a keynote speaker and bestselling author. His new book, Five Stars: The Communication Secrets to Get from Good to Great, teaches readers how to master the ancient art of persuasion to thrive in the world of AI. Carmine is a global communication advisor who has transformed leaders at the world’s largest and most admired brands. He also written eight other books including Talk Like TED, The Storyteller’s Secret, and The Presentation Secrets of Steve Jobs.
In this interview, Carmine talks about his new book, Five Stars: The Communication Secrets to Get from Good to Great.
Geetesh: With automation and artificial intelligence pervading our lives in so many ways, how does your new book, Five Stars: The Communication Secrets to Get From Good to Great help readers stand out from the ordinary?
Carmine: My book helps readers understand why developing the art of persuasion is more valuable today than ever before. It builds the argument that we thrive in an AI world if we reconsider the type of skills that set us apart. Skills like communication, long considered “soft skills,” are the ones that will give humans an edge that no machine can replace. Skills like empathy, communication, collaboration, innovation, and imagination are the ones that will help individuals get ahead in a data-centric world. LinkedIn conducted a survey of 4,000 global business professionals and leaders recently. It found that communication is the number one soft skill that employees are lacking. It’s the skill that is in high demand and low supply. Five Stars helps you bridge the gap between where you are now and where you need to be. Master the art of persuasion and you’ll land better jobs, get promoted more quickly, sell more products, build more sustainable companies and inspire teams.
Geetesh: Five Stars is a book to help you bridge the gap between mediocrity and exceptionality, and gain your competitive edge in the age of automation.” Can you explain how doable this goal is for everyday folks?
Carmine: Ideas don’t sell themselves. They need an advocate, a champion. All of us have the gift of persuasion because the tools were given to us more than 2,000 years ago by Aristotle, the Greek philosopher. Every speech, presentation, or document which has inspired the world often has all three elements Aristotle said must exist in order for one person to persuade another: Ethos (credibility), Logos (logic, data, argument), and Pathos (emotion). Simply understand how these rhetorical tools work in the modern world and you’ll stand out. For example:
- Speak in short, simple words.
- Avoid bullet points on presentation slides—use photos and images instead.
- Break up presentation slides with video clips.
- Tell more stories—a lot more.
- When you tell stories, use the 3-act storytelling structure: Set-up/conflict/resolution.
Anyone can learn to be more persuasive. Anyone can learn to be a better speaker and communicator. Above all, anyone who is a little better at expressing their idea might see a sudden, massive increase in wealth that is unprecedented in human history. This is the time we’re living in. Embrace it!