How Do I Come Up With Something New to Say?
A guest post from Anna Goldsmith, partner at the award-winning copywriting agency, The Hired Pens and the producer of TEDxPortsmouth.
As a TEDx producer, people often tell me that giving a TEDx talk is on their bucket list, then quickly add, “But I’m not sure I have anything new to say.” Maybe you’ve asked yourself a similar question when you sit down to write: “How do I come up with a topic that hasn’t been done to death?” I love answering this question, so let’s get into it!
Step one: Reframe how you think about NEW.
When I was little, I remember my grandmother saying, “There is nothing new under the sun.” I used to think this was a funny expression; surely that couldn’t be true! (It is.)
So, here is what I say to my speakers that I want to say to you now. And I am going to put it in bold so you know I really mean it:
You don’t need to come up with something NEW. You just need to add something new to the conversation that’s already happening.
In other words, what is it about your background, education, and experience that gives you a unique perspective on your topic? THAT’S what you want to write about.
And how exactly do you come up with that?
Step two: Consider your options.
At this stage, don’t get caught up with thinking about how to structure your talk or your big breakthrough call to action. Step two is just to get a rough idea of what you might write about. What topic are you qualified to write about that others will find interesting? Here’s how I have my TED speakers think this through.
Picture a Venn diagram—your talk lives at the intersection of the three circles.
The first circle is something you have expertise in. Make a list of all the things you know A LOT about, from running an agency to running marathons. As many as you can!
The second circle is what you’re interested in. This should be something you not only know a lot about but love to talk about. (You don’t want to bore yourself before you even start writing.)
The third circle is a topic that has value for your audience. Ask yourself: What do they care about? What keeps them up at night?
Step three: Narrow it down.
What if there are a lot of topics you’re qualified to talk about? Most successful people DO have more than one topic that meets at this intersection. If this is you, your challenge is not WHAT you can talk about but HOW to choose. This is a great problem to have. Narrow it down by looking at each topic and asking these three questions:
Can I really call myself an expert? E.g., if you have just run ONE marathon, you are not an expert in running marathons.
Am I excited about this topic? It doesn’t have to be your life’s passion, but if YOU don’t even find it that interesting, no one else will.
Will this get my audience excited? If not, move on.
If you still haven’t narrowed it down much, it’s time to ask some friends or colleagues. If most of them seem to be leaning toward one topic, you have your winner. Also: Notice if you find yourself thinking, “I hope they pick that one.” Listen to that.
Step four: See what other people are saying.
TED speakers are thought leaders, so even if you don’t plan to do a TED talk, a good place to start is by googling YOUR TOPIC + TED (e.g., Authentic leadership + TED). When my speakers are stuck, I often ask them to think about their topic, then finish this sentence: “What if I told you …” Here are a few from our own TEDx stage: “What if I told you that we can use carbon to fight climate change?” “What if I told you the key to raising healthy, confident girls is giving them a vibrator?” “What if I told you that 90% of the assumptions we make about people are wrong?” Try it.
Here are a few more ideas:
Who do you imagine reading your article, and what else do THEY read? Look at what those sites/mags publish.
What are some common misconceptions people have about your topic that you’d love to clear up?
When people learn what you do, what questions do they ask you?
A quick aside: ChatGPT is a very good writing assistant for a lot of things, but it is uniquely unqualified for this part of the process. Step four requires you to go deep into your interior life and find what makes you you. I always say to my speakers, “You want to give the talk that only YOU can give.” Think about that as you approach each step.
Step five: Find your unique lens.
A few years ago, I was working with a speaker who wanted to talk about being gay and how everyone had their own closet to come out of. Interesting, right? Except it wasn’t.
She just kept writing very generic drafts about embracing your authentic self. Watered-down Brené Brown stuff.
I felt strongly that she DID have something important to say, she just wasn’t letting herself say it. So, we got on a Zoom. The first 10 minutes were painful. She was frustrated that I wasn’t happy with her draft, and so was I. Then, as I was about ready to call it a day and take her off our roster, she casually dropped that she used to belong to an evangelical church, and when she was thinking of leaving her husband, the church leaders sent her to Conversion Therapy.
If our call were a cartoon, you would have heard screeching brakes. “WHAT???” Hold on, back up. Say more about THAT.” And within the span of 20 minutes, she had her topic, big idea, and a clear path forward.
In the end, finding something new to write about isn’t about reinventing the wheel—it’s about bringing your unique perspective to the conversation. Tap into your experiences, interests, and expertise, and you’ll discover a topic that not only excites you but resonates with others. Trust that your story is one only you can tell.
About Anna Goldsmith
Anna Goldsmith is a partner at the award-winning copywriting agency, The Hired Pens and the producer of TEDxPortsmouth. The speakers she’s worked with have been recognized across TED platforms, including on The TED Radio Hour. Anna also works with business leaders and teams to elevate their presentation skills using techniques from the TED stage, with clients including Google, Kennebunk Savings, and The University of New Hampshire. Ask about her one-hour workshop. Anna is happy to hear more about your projects, writing challenges, or just answer any questions you have about TED. Reach out at anna@thehiredpens.com or grab some time here: https://calendly.com/thehiredpens/15-minute-consultation-free
