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Thomas Friedman: Lessons Learned After 20 Years of Writing Columns
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New York Times columnist and Pulitzer Prize winning author Thomas Friedman visited Stanford Graduate School of Business to share the biggest lessons he learned writing a column over the last 20 years: "Ownership is everything. When people have a sense of ownership, they'll do so much more than you could ever ask them." More about the View From The Top speaker series: http://www.gsb.stanford.edu/vftt All View From The Top videos: http://www.youtube.com/course?list=EC5C14B375A7F2FEA8
Segments Timeline
The Art of Column Writing
Thomas Friedman introduces his talk by sharing his journey as a columnist over the past 20 years. He outlines the structure of his presentation, which will cover the origins of his opinions, the different types of columns, and the lessons he has learned. This segment sets the stage for understanding the nuances of column writing and the importance of perspective.
"When they invited me I just though about like, talk about what. I didn't wanna give another talk about globalization, or the middle east I thought I'd actually talk to you today about what I do which ..."
The Age of Opining
Friedman reflects on a recent experience in Saudi Arabia where young Saudis expressed interest in column writing. He discusses the evolution of journalism in the digital age, where anyone with access to social media can share their opinions. This segment highlights the democratization of voice and the excitement of diverse perspectives in modern discourse.
"And I was meeting with a group from the Acumen Fund. And and entrepreneurial philanthropy. The Saudi chapter. Who knew that there was a Saudi chapter? But there is. And a very impressive group of youn..."
From Competition to Collaboration
Friedman compares his experience as a columnist to that of his predecessors, noting the shift from a few competitors to millions in the digital landscape. He emphasizes the richness of ideas that emerge from this environment and introduces his own approach to column writing, which is rooted in personal perspective and community engagement.
"age now where everyone wants to, and can, really opine. And be a columnist. You know, I always tell people, when I started the New York Times, as a columnist, in January 1995, I actually inherited Jam..."
Finding Your Voice
In this segment, Friedman discusses the importance of having a unique point of view as a columnist. He shares his personal journey of discovering his voice, tracing it back to his upbringing in Minnesota. This foundational experience shaped his worldview and informs his writing style, emphasizing the significance of personal narrative in journalism.
"YouTube is a film maker, or a paparazzi. And so so many people now are engaged in, or pining about the world. In their own ways and I think it's actually very exciting and it's very rich and everyone ..."
Roots in Minnesota
Friedman reminisces about his childhood in Minnesota, drawing parallels between his early experiences and his career in journalism. He highlights the influential figures and cultural context of his upbringing, illustrating how these elements contributed to his understanding of community and the role of politics in fostering positive change.
"So let's go back to the beginning. When I first fell in love with journalism. It all starts back in Minnesota, with my own version of the Jersey Boys. The musical about the 1960s singing group, the Fo..."
The Creative Influence of Community
Friedman reflects on the notable individuals who emerged from his hometown of St. Louis Park, Minnesota, and the shared experiences that shaped their creativity. He humorously discusses the local lore and the unique environment that fostered intellectual growth, emphasizing the importance of community in nurturing talent and ideas.
"Hubert Humphrey, 10,000 lakes, the Minnesota Vikings, and a few guys and girls, including me, growing up in a tiny, one high school suburb outside of Minneapolis called St. Louis Park. Something was i..."
Political Ferment and Ideas
In this segment, Friedman discusses the political climate of his youth in Minnesota, characterized by activism and a vibrant exchange of ideas. He connects this environment to his passion for journalism and opinion writing, illustrating how the cultural and political dynamics of his upbringing influenced his career trajectory.
"Is called Mike's [INAUDIBLE] Pharmacy. Vice President Mondale once asked me to speak for his Minneapolis law firm and in preparation for introducing me, interviewed the Cohan brothers, Frank and Ornst..."
The Spark of Opinion Writing
Friedman shares a personal anecdote about his early engagement with opinion writing, sparked by a letter he wrote to Time magazine at the age of 14. This moment marked the beginning of his journey as a columnist, showcasing the formative experiences that led him to pursue a career in journalism.
"I think there is something to that. In my case, my parents subscribed to Time, and Life magazines, and to both the morning and afternoon newspapers, the Minneapolis Tribune and Minneapolis Star. That ..."
Lessons from the Golf Course
Friedman recounts his experiences as a caddy, where he learned valuable life lessons about business and human nature. He humorously reflects on the conversations he overheard, which contributed to his understanding of societal dynamics and the complexities of human behavior.
"Somewhere there an opinion columnist was being conceived. My first exposure, though, to the substance of column writing, that is to politics and business, came from being a caddy for my father and som..."
The Optimism of Community
Friedman emphasizes the sense of belonging and optimism he gained from his Minnesota upbringing. He discusses the belief in the potential for politics to unite people and create positive change, framing this perspective as a central theme in his writing and worldview.
"I was 17 at the time. I confess, I did not know what a hooker was. And all the adults around me were laughing. My father explained it to me. My first sex education class. But most of all what I took a..."
Always Looking for Minnesota
In the concluding segment, Friedman encapsulates his philosophy of seeking common ground and win-win solutions in his columns. He acknowledges the challenges of the world while maintaining hope for positive outcomes, reinforcing the idea that optimism can drive meaningful change.
"So if there is a consistent theme to my column, no matter what the issue or problem, is to show people the avenues and possibilities. For compromise and win-win solutions. I know that things can turn ..."
The Teacher Who Changed My Life
Friedman recounts the profound impact of his high school journalism teacher, Hattie Steinberg. He describes her rigorous teaching style and the foundational skills she instilled in him, which shaped his approach to journalism. This segment highlights the importance of mentorship and the lasting influence of educators on their students' lives.
"I have the optimism corner, all to myself. And growing up in Minnesota in the sixties and seventies is where that came from. My actual writing career started in two stages. The first was in high schoo..."
Lessons from Hattie Steinberg
In this segment, Friedman elaborates on the lessons learned from Hattie Steinberg, emphasizing the significance of professionalism and quality work in journalism. He shares anecdotes that illustrate her tough love approach and how her teachings have stayed with him throughout his career, reinforcing the value of discipline and clarity.
"After you took her journalism course in tenth grade. You tried out for the paper the echo which he supervised. Competition was fierce in 11th grade I didn't quite come up to her writing standards. So ..."
The Accidental Journalist
Friedman narrates the serendipitous beginnings of his journalism career while studying abroad. He describes how a chance encounter with a provocative headline led him to write his first published column, igniting his passion for journalism. This segment captures the excitement of discovering one's calling and the unexpected paths that can lead to success.
"I sit up straight just thinking about her. Basically, after high school I went to did my undergraduate at Brandeis, but I. Did semesters abroad at the Hebrew University in Jerusalem and the American u..."
From UPI to The New York Times
Friedman discusses his early career at UPI, covering significant events like the Lebanese civil war, and his eventual transition to The New York Times. He reflects on the challenges and opportunities that shaped his reporting style and the importance of being adaptable in the fast-paced world of journalism.
"So my two years at Oxford, I wrote Op Ed columns for the Des Moines register in my own home town, the Minneapolis Star and Tribune all, some are related to the middle east, I got interested in the Mid..."
What Makes a Column Work
In this segment, Friedman explains the key differences between news stories and opinion columns. He emphasizes that a successful column must evoke a reaction from readers, whether it be surprise, new insights, or a shift in perspective. This discussion provides valuable insights into the art of column writing and the importance of engaging the audience.
"Came home. Was hired by the New York Times. After a one hour emotional interview with Abe Rosenthal where I explained why he could actually send a Jewish report to Beirut because I had already been th..."
The Power of Insight
Friedman outlines the various reactions a column can elicit from readers, emphasizing the importance of providing new information and perspectives. He shares examples of successful columns that prompted readers to think differently, illustrating the impact of thoughtful journalism on public discourse.
"So whether you're blogging or tweeting, whether you're doing a TED talk or YouTube-ing. You gotta have in your back of the mind, in your mind, what is the reaction I'm actually trying to produce? And ..."
Articulating the Inexpressible
Friedman shares the joy of capturing feelings that readers struggle to articulate, highlighting the satisfaction of expressing thoughts like 'exactly what I felt but didn’t know how to say.' He emphasizes the importance of connecting with readers on a deeper emotional level.
"Second, and this is a lot of what we do. If someone reads your column and says, "I never looked at it that way, gosh thank you, you know I never ever looked at it that way." That's definitely a succes..."
The Power of Provocation
Friedman discusses the necessity of provoking strong reactions, including anger and disagreement, in columns. He argues that a column's impact is often defined by the controversy it generates, encouraging columnists to tackle significant issues rather than trivial ones.
"Happens three or four times a year, if you're lucky. You said, exactly what I felt, but didn't know how to say. God, God bless you, God bless you, my son! God Bless you. Oh, when that happens that's j..."
Emotional Resonance in Writing
Friedman reflects on the challenge of evoking laughter and tears through writing. He warns that while successful emotional writing can be powerful, it can also backfire if not executed well, emphasizing the need for authenticity in emotional expression.
"People can be exhausted by it, but every once in awhile you need to do that. It's very important though,I believe, I practice. Hunt big game. Hunt big game. Don't pick on little people and don't pick ..."
The Importance of Repetition
Friedman stresses the value of repetition in writing to ensure key messages resonate with readers. He explains that by repeating important ideas, columnists can help readers understand and remember critical issues, reinforcing their ownership of the topics discussed.
"Okay. So, I don't do this very often, but every once in a while when you can do it, it really worked. Six reactions, you're calm - this is also very important for people to remember. Is when someone r..."
Challenging Your Audience
Friedman emphasizes the importance of challenging one's own audience as a columnist. He argues that by questioning the beliefs of their base, columnists can foster deeper engagement and prevent complacency among their readers.
"Either place is fine. But I don't hesitate to repeat myself because of that. Obviously, in different ways. Seven is. This is really, really important reaction to get from people. You challenge me, you..."
Avoiding Predictability
Friedman warns against becoming predictable in writing, as it can lead to disengagement from readers. He highlights the necessity for columnists to surprise their audience and maintain a dynamic perspective to keep their writing fresh and engaging.
"By challenging your own base and a lot of your own theories. Eight, this is the one reaction you want to avoid. I knew what you were going to say by reading your byline. Oh that's death as a columnist..."
The Compliment of Effortless Writing
Friedman shares that the best columns often flow effortlessly from deep insights. He describes how when a column appears to have been written quickly, it can be seen as a compliment, indicating that it resonates with genuine thought and emotion.
"feel I've written, came from some really deep place. And they came out so fast, and so quickly, that it took me as long as it took my fingers to hit the keys, to write that column. So when someone can..."
The Lesson of Ownership
Friedman discusses the critical lesson he has learned about ownership in various contexts, from personal responsibility to national identity. He argues that when individuals feel ownership over their lives and communities, they are more likely to invest effort and create positive change.
"travel around and see so many conflicts and meet people and issues face to face. I'd say the number one lesson that, that I've learned is that, and people who read me know that this appears in my colu..."
The Role of Editors
Friedman shares insights on the role of editors in shaping stories. He advocates for a 'yes, but' approach that empowers writers, fostering a collaborative environment that encourages creativity and ownership over their work.
"And when they don't have the sense of ownership, bad things really happen. And that is a lesson I've seen, whether I'm covering education or whether I'm covering Tahrir Square. Second thing I've reall..."
Self-Sustaining Solutions
Friedman reflects on the importance of self-sustaining solutions in foreign policy. He argues that while the U.S. excels at intervention, the real challenge lies in creating lasting, positive outcomes that endure after involvement ends.
"We are really good at breaking things. There's no country we cannot break around the world. We've demonstrated that. We are not good at building things. We're like a football team with an offense and ..."
The Impact of Humiliation
Friedman discusses the profound effects of humiliation in international relations. He explains how feelings of humiliation can drive individuals to extreme actions, emphasizing the need for understanding this emotion in foreign policy discussions.
"It's what is self sustaining is all that really matters. And it's unfortunately, I've seen too many examples of non self sustaining in the foreign policy I've covered. Another big lesson I've learned,..."
Two Types of Golfers and Countries
Using a golfing analogy, Friedman explains the mindset differences between two types of golfers and, by extension, countries. He contrasts those who seek solutions and progress with those who dwell on grievances, emphasizing the importance of a proactive approach to overcoming challenges.
"Another big lesson I've learned. I've alluded to the fact that I'm a caddy and I'm a golfer, and there are also just two kind of golfers and two kind of countries. So, Tom Watson had a famous caddy, B..."
Success Breeds Authority
Friedman recounts his experiences traveling with Secretary of State James Baker, illustrating how success in diplomacy can lead to increased authority and further successes. He emphasizes the importance of small victories in building credibility and influence in any field.
"Another big lesson I learned covering Jim Baker, actually, Secretary of State, is that success breeds authority, and authority breeds more success. And I learned this in a funny way. I, I traveled wit..."
Skepticism vs. Cynicism
Friedman distinguishes between skepticism and cynicism, arguing that skepticism is essential for inquiry and truth-seeking, while cynicism leads to prejudgment and closed-mindedness. He reflects on the importance of maintaining an open mind in journalism and the dangers of falling into cynicism.
"I think it's true whatever you do, small victories, small victories can add up to greater authority, and the authority for really big victories. Another really important lesson that I've learned is th..."
The Role of Real Journalists
Friedman pays tribute to his late colleague Nathaniel Nash, emphasizing the true essence of journalism. He contrasts the work of dedicated journalists who pursue truth in challenging environments with the sensationalism often seen in modern media, advocating for a return to serious reporting.
"I learned this lesson early on in my career in a odd series of events. I was hired from UPI and joined the New York Times business day staff. That was where they, only job they had to stash me in at t..."
Listening as a Survival Mechanism
Friedman shares a personal lesson about the importance of listening in journalism and life. He reflects on how being a good listener has been crucial for his survival and success in covering complex and often dangerous regions, particularly in the Arab world.
"With today's cacophony of magazine shows, Oprah style interview sessions, and talking heads, many people have lost sight of what real journalists do. Journalists do not appear on cable TV to scream at..."
The Unique Pluralism of America
Friedman celebrates the unique pluralism of America, highlighting its achievements and the need to appreciate and protect this diversity. He reflects on the progress made and the ongoing challenges, emphasizing that pluralism is America's greatest comparative advantage in the world.
"They listen through their stomachs. You connect with someone on a gut level, as a reporter, as a columnist, or as a leader, you don't have to bother them with the details at all, they know they've con..."
The Key to Life: Listening
In closing, Friedman reiterates the importance of listening as a fundamental skill for journalists and individuals alike. He emphasizes that true connection and understanding come from being attentive and open to others, a lesson that has guided his career and personal interactions.
"Big lesson that's really sustained me, I'm a little Jewish guy from Minnesota who spent the last 30 years covering the Arab world. And as anyone who read my copy knows, I don't do it by going around t..."
Don't Drink the Whole Milkshake
Using a metaphor from the film 'There Will Be Blood,' Friedman warns against the dangers of trying to take everything for oneself in political and social contexts. He emphasizes the importance of coexistence and leaving space for others, drawing lessons from the Arab Spring and the success of Tunisia.
"But if they smell you're not listening,. That you really don't care what happens to them. You cannot tell them the sun is shining. Something Dick Cheney and George Bush never understood. As much as th..."
Never Ask the Competition to Hold the Phone
Friedman recounts a pivotal lesson from his early journalism career about the importance of self-reliance and not relying on competitors. He shares a personal anecdote from covering the Iranian embassy takeover, illustrating the competitive nature of journalism and the need to seize opportunities.
"The Arab spring that has been done the best so far. Interesting the one we have had the least to do with,Tunisia. Why? Because they've operated there on the principal, no vanquished, no victor, you ge..."
Life Lessons: Tipping and Family
In a heartfelt conclusion, Friedman shares personal advice for business students, emphasizing the importance of kindness, generosity, and maintaining family connections. He recounts a touching story about Coach Bear Bryant, underscoring the value of calling loved ones and showing respect to those around you.
"Now I will conclude on a very personal note for all you business students, always be a big tipper, always be nice to the help, and always call your mother. Okay, always be a big tipper. I learned this..."
Chasing the Music
Friedman concludes his talk by reflecting on his passion for writing and journalism, likening it to the joy of music. He shares his excitement for continuing to write and the thrill of capturing stories, leaving the audience with a sense of inspiration and the importance of pursuing one's passions.
"So I'm fresh out of ammo here folks. Let me just conclude by saying this. That's why I want to write this book on a column, right? This is where my opinions come from. And that's what constitutes a re..."