Excellent Executive Coaching Podcast – Episode EEC 407

Title: “Reaching the Red Dot, with Timothy Totten”
Host: Dr. Katrina Burrus, PhD, MCC
Guest: Timothy Totten (TEDx Organizer, Coach, and Speaker)
Date: November 11, 2025

Overview

In this episode, Dr. Katrina Burrus interviews Timothy Totten, an experienced TEDx organizer, coach, and “red dot” expert. They dive into the intricacies of getting selected for a TEDx talk, the evolving landscape of TEDx events, common mistakes applicants make, and how to leverage the TEDx platform for credibility and career opportunities. The conversation delivers actionable advice for potential speakers, executive coaches, and anyone aiming to amplify their influence through public speaking on influential platforms.

Key Discussion Points & Insights

Timothy’s Journey into TEDx ([01:04]–[02:24])

• Origin Story: Timothy shares how he and a friend, both passionate about “ideas worth spreading,” applied for a TEDx license in their small community and eventually became a well-regarded TEDx organizer for eight years.
  • “We thought, well, you know, without sounding too... bragging too much, we thought we could do this… And we did.” ([01:20])
• Succession and Mission: He passed the license on after eight years, emphasizing the importance of a planned exit and his desire to help even more people globally with their TEDx applications and preparation.

Why Step Away from Organizing? ([02:24]–[03:45])

• Planned Succession: Timothy believes every leader should have an exit plan. He left to pursue new challenges and to help a broader audience.
• Improving Applications: He noticed applications weren’t improving in quality, despite an increasing quantity, and wanted to address this at scale through coaching and free resources.

Biggest Mistakes in TEDx Applications ([03:45]–[06:45])

• Overused Topics & Poor Differentiation: Many applications focus generically on topics like “resilience” or “fear” without a unique twist.
  • “Every third application is about either resilience or fear… What’s going to make yours stand apart?” ([04:23])
• Underselling Credentials: Applicants often fail to articulate why they are specifically qualified to deliver their talk.
  • “…If you’re going to be an executive coach, but you don’t tell me that you’ve coached major Fortune 100 organizations, what makes you different than the other 3,000 people who are also coaches?” ([05:10])
• Lack of Research on Organizers: Applicants neglect to tailor their pitch to events with a matching focus, missing opportunities by ignoring each event’s unique culture.

The Changing TEDx Landscape ([06:45]–[11:06])

• Explosion of Applications: TEDx talks have become a new marker of credibility (replacing the former prestige of being a published book author). The competition has intensified, but quality has not kept pace.
  • “Now… people in that space of looking to book a keynote speaker are saying, immediately send us the link to your TEDx talk.” ([08:12])
• Organizational Differences: TEDx provides few standardized speaker selection guidelines, leading to vast differences in how events choose and coach speakers.

What Gets You Selected? ([11:06]–[14:56])

• The ‘Idea Worth Spreading’: The core determinant is a sharp, unique idea that grabs the curator’s attention.
  • “The number one most important thing is that you have to have an idea worth spreading...” ([11:24])
• The Need for a ‘Bam’ Factor: Titles and descriptions should be concise, intriguing, and defendable—think of ideas that “require defending” and elicit curiosity.
  • Memorable Example:
    • “One was fine… The other’s title was ‘Why you should delete your budgeting app.’ He’s going to be on the TEDx stage!” ([12:51])
• Application is Only the First Step: Getting selected leads to the real work: prepping and internalizing your talk.

The Role and Limitations of TEDx Coaches ([14:56]–[19:41])

• Engaging with Experts: Hiring a coach can shortcut the learning curve, but beware of those who “guarantee” placements—this is unethical and against TEDx policy.
  • “The only person that can guarantee to put you on a TEDx stage is a TEDx organizer and they are prohibited by their license to charge people for services.” ([15:38])
• Varied Coaching Across Events: Not all TEDx organizations provide speaker coaching. Some are hands-on for months; others simply expect you to prepare everything on your own.

The Two Processes: Application vs. Performance ([19:16]–[21:23])

• Application: Secures your slot.
• Speech Preparation: Demands rigorous rehearsal—moving from memorization to genuine internalization for a conversational, compelling delivery.
  • “They are so well rehearsed that they are now performing this conversation, one sided conversation with the audience.” ([20:44])

How to Leverage a TEDx Talk ([21:23]–[26:15])

• Build Your Own Hype: Don’t expect viral results; you must actively promote your talk.
  • “If you just say I’m going to do this TEDx talk and I hope it catches fire… the average TEDx talk on YouTube has a thousand views.” ([21:53])
• Utilize Influencers and Clips: Reach out to influencers in your space before your video launches; use approved video clips for social media.
  • “They do give a license for you to use 30… maybe 60 second clips… for short reels and other places to draw attention.” ([25:00])
• Potential Career Impacts: High-view TEDx videos have led to book deals, keynote invitations, and being recruited by speaker bureaus.
  • “Those speakers tell me that what has happened for them is that they are no longer having to push doors open. The doors are being opened for them.” ([24:29])

Notable Quotes & Memorable Moments

• On Application Mistakes:

  “They don’t really lay out why they’re the one person to give the talk.” — Timothy Totten ([05:20])

• On What Makes a TEDx Title Stand Out:

  “A good TEDx idea does require defending. It’s got to make you click on the video.” — Timothy Totten ([13:19])

• On Ethics in Coaching:

  “If somebody promises you that they absolutely can get you on a TEDx stage, I just wonder if they’re doing that to try to sell you rather than being honest with you.” — Timothy Totten ([16:23])

• On TEDx’s Cultural Impact:

  “It’s in the lexicon of just culture… ‘Welcome to my TED Talk.’” — Timothy Totten ([20:44])

• On Leveraging Your Talk:

  “The average TEDx talk on YouTube has a thousand views… You have to do a lot of the work.” — Timothy Totten ([21:53]) “We’ve had speakers who had… a million views… now people are pulling them rather than them having to push.” ([24:29])

Timestamps for Important Segments

• [01:10] Timothy’s path to TEDx organizing
• [03:45] Top mistakes applicants make
• [05:39] The importance of vetting your TEDx fit
• [06:57] How TEDx’s reputation has changed the way thought leaders are vetted
• [11:23] The “idea worth spreading” and what makes an application pop
• [12:51] Real example: The winning “delete your budgeting app” idea
• [14:56] Growth in coaching businesses and caveats about “guaranteed” placements
• [17:38] How coaching support varies from event to event
• [19:41] The journey from application to a standout performance
• [21:53] How to actually leverage a TEDx talk for your career
• [25:00] Using TEDx video clips in marketing
• [26:45] Closing remarks, contact info

Final Takeaways

• Nail a unique, defendable idea. Make your application cut through the clutter by clarifying what makes you the only person to deliver this message.
• Research your target TEDx. Tailor your pitch to organizers whose style and focus match your content.
• Prepare meticulously. From being selected to showtime is a journey requiring coaching, internalization, and performance as a conversation, not a lecture.
• Be your own publicist. Leverage the hard-won video for maximum influence—network, use clips, and approach industry influencers.
• Coaching helps—but beware promises. Seek experts who offer guidance, not guarantees.

Contact Timothy Totten:

• Website: timothytotten.com
• Free 30-minute session available for aspiring TEDx speakers!
  • “I just want people to do better. I want people to have better TEDx applications and bring better ideas to the world so that we all improve.” ([27:13])

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