Many science talks are difficult to follow. From the passive voice of the studies to the topics alone, it's difficult to know why research findings matter to us, our environment, and our world. Psychologist Abigail Marsh knows this, and, in her TEDSummit talk 'Why some people are more altruistic than others', Marsh expertly uses storytelling to keep the audience invested in her research.
Halfway through the talk, Marsh asks the question that she asks every one of her study subjects: "You're one of fewer than 2,000 Americans who has ever given a kidney to a stranger. What is it that makes you so special?"
It's a question meant for her study subjects, but in this talk, her study subjects are the audience. And each one is dying to answer her.