My Dyslexia Became the Secret to My Clients’ Success | Terri Goldstein | TEDxBergenCommunityCollege

good afternoon we’ve all heard the

good afternoon we’ve all heard the struggles and the success stories of

struggles and the success stories of

struggles and the success stories of living with and overcoming dyslexia my

living with and overcoming dyslexia my

living with and overcoming dyslexia my story is one in which I am NOT alone

story is one in which I am NOT alone

story is one in which I am NOT alone many people have been diagnosed from

many people have been diagnosed from

many people have been diagnosed from Albert Einstein to Richard Branson to

Albert Einstein to Richard Branson to

Albert Einstein to Richard Branson to Steven Spielberg my story talks about

Steven Spielberg my story talks about

Steven Spielberg my story talks about how my gifted dyslexia has given me the

how my gifted dyslexia has given me the

how my gifted dyslexia has given me the lens in what you see my world in colors

lens in what you see my world in colors

lens in what you see my world in colors shapes and symbols Adventist strategy

shapes and symbols Adventist strategy

shapes and symbols Adventist strategy and apply that to marketing branding and

and apply that to marketing branding and

and apply that to marketing branding and design and create two successful brand

design and create two successful brand

design and create two successful brand packaging companies over my 25-year

packaging companies over my 25-year

packaging companies over my 25-year career now if you don’t know me by name

career now if you don’t know me by name

career now if you don’t know me by name I’m confident that you may know me by

I’m confident that you may know me by

I’m confident that you may know me by some of these brands because these

some of these brands because these

some of these brands because these brands very often are part of your life

brands very often are part of your life

brands very often are part of your life and they come home to live with you in

and they come home to live with you in

and they come home to live with you in the most intimate rooms in your homes

the most intimate rooms in your homes

the most intimate rooms in your homes that can be your bedrooms your bathrooms

that can be your bedrooms your bathrooms

that can be your bedrooms your bathrooms in your kitchens

in your kitchens

in your kitchens so my firm does the package design for

so my firm does the package design for

so my firm does the package design for these brands and what’s that everything

these brands and what’s that everything

these brands and what’s that everything from the colors the shapes the symbols

from the colors the shapes the symbols

from the colors the shapes the symbols and the logos and the names and the

and the logos and the names and the

and the logos and the names and the words we call this wayfinding very often

words we call this wayfinding very often

words we call this wayfinding very often when our clients come into New York City

when our clients come into New York City

when our clients come into New York City there’s a way that I direct them that I

there’s a way that I direct them that I

there’s a way that I direct them that I have discovered helps them navigate a

have discovered helps them navigate a

have discovered helps them navigate a city with over eight million people in

city with over eight million people in

city with over eight million people in it and the way that I do that is that I

it and the way that I do that is that I

it and the way that I do that is that I recommend that they hop a yellow cab

recommend that they hop a yellow cab

recommend that they hop a yellow cab they look for the Empire State Building

they look for the Empire State Building

they look for the Empire State Building if they see the red star I always tell

if they see the red star I always tell

if they see the red star I always tell them you’ve gone too far because our

them you’ve gone too far because our

them you’ve gone too far because our firms at 35th and 7th now you may have

firms at 35th and 7th now you may have

firms at 35th and 7th now you may have noticed there was a particular sequence

noticed there was a particular sequence

noticed there was a particular sequence of cognition in which i way found them

of cognition in which i way found them

of cognition in which i way found them into the office and that’s because i

into the office and that’s because i

into the office and that’s because i want them to see colors first shapes

want them to see colors first shapes

want them to see colors first shapes second symbols third because i know

second symbols third because i know

second symbols third because i know words are always last so this is what I

words are always last so this is what I

words are always last so this is what I call a shorthand to getting any

call a shorthand to getting any

call a shorthand to getting any we’re in everywhere it applies to people

we’re in everywhere it applies to people

we’re in everywhere it applies to people places and things

places and things

places and things dice lexi is often thought to be where

dice lexi is often thought to be where

dice lexi is often thought to be where people actually see the words of the

people actually see the words of the

people actually see the words of the alphabet backwards and therefore it

alphabet backwards and therefore it

alphabet backwards and therefore it makes it really hard for them to read

makes it really hard for them to read

makes it really hard for them to read and write but when I was a young girl in

and write but when I was a young girl in

and write but when I was a young girl in school in the 1960s in public school I

school in the 1960s in public school I

school in the 1960s in public school I was diagnosed with dyslexia and it was

was diagnosed with dyslexia and it was

was diagnosed with dyslexia and it was very confusing because I could always

very confusing because I could always

very confusing because I could always read very well I was even a better

read very well I was even a better

read very well I was even a better writer but where my dyslexia hit me was

writer but where my dyslexia hit me was

writer but where my dyslexia hit me was in my auditory processing and that’s

in my auditory processing and that’s

in my auditory processing and that’s because I hear differently than most so

because I hear differently than most so

because I hear differently than most so at times I can miss the syllables of a

at times I can miss the syllables of a

at times I can miss the syllables of a word or I can miss certain sounds you

word or I can miss certain sounds you

word or I can miss certain sounds you can imagine when I was in grade school

can imagine when I was in grade school

can imagine when I was in grade school in a spelling bee how embarrassing that

in a spelling bee how embarrassing that

in a spelling bee how embarrassing that would be when a teacher would ask me to

would be when a teacher would ask me to

would be when a teacher would ask me to spell a word now the teachers would

spell a word now the teachers would

spell a word now the teachers would often think that I was cheating because

often think that I was cheating because

often think that I was cheating because in order to answer I would literally

in order to answer I would literally

in order to answer I would literally look up into my visual mind and that’s

look up into my visual mind and that’s

look up into my visual mind and that’s because I decode words that I hear into

because I decode words that I hear into

because I decode words that I hear into visual symbols so when I see something

visual symbols so when I see something

visual symbols so when I see something visually I have to decode it back into a

visually I have to decode it back into a

visually I have to decode it back into a word and that takes me a lot of time and

word and that takes me a lot of time and

word and that takes me a lot of time and sometimes when I say that word it can be

sometimes when I say that word it can be

sometimes when I say that word it can be without the syllables because I hear

without the syllables because I hear

without the syllables because I hear differently now you can imagine being a

differently now you can imagine being a

differently now you can imagine being a kid in school how I was teased and

kid in school how I was teased and

kid in school how I was teased and taunted terribly and this childhood

taunted terribly and this childhood

taunted terribly and this childhood cruelty has actually followed me into my

cruelty has actually followed me into my

cruelty has actually followed me into my adult life today where every now and

adult life today where every now and

adult life today where every now and then people tease me terribly or make

then people tease me terribly or make

then people tease me terribly or make fun of me for the way they pronounce a

fun of me for the way they pronounce a

fun of me for the way they pronounce a words or when I get excited

words or when I get excited

words or when I get excited perhaps that last word on a sentence

perhaps that last word on a sentence

perhaps that last word on a sentence comes first my friends and family

comes first my friends and family

comes first my friends and family lovingly referred to it as Terry talk

lovingly referred to it as Terry talk

lovingly referred to it as Terry talk but I want you to know that this

but I want you to know that this

but I want you to know that this childhood cruelty has followed me around

childhood cruelty has followed me around

childhood cruelty has followed me around has given me the thick skin and the

has given me the thick skin and the

has given me the thick skin and the confidence to persist in excel in the

confidence to persist in excel in the

confidence to persist in excel in the branding world today then early on in my

branding world today then early on in my

branding world today then early on in my career somewhere about my 30s I read a

career somewhere about my 30s I read a

career somewhere about my 30s I read a book called sing with the mind’s eye

book called sing with the mind’s eye

book called sing with the mind’s eye written by a very well-known MD and it

written by a very well-known MD and it

written by a very well-known MD and it chained

chained

chained my life I thought it said that this book

my life I thought it said that this book

my life I thought it said that this book was actually written for me for the

was actually written for me for the

was actually written for me for the first time and explained to me why I

first time and explained to me why I

first time and explained to me why I feel colours why I see shapes and

feel colours why I see shapes and

feel colours why I see shapes and symbols before words and I realized I

symbols before words and I realized I

symbols before words and I realized I was not alone

was not alone

was not alone I took their findings I supplemented my

I took their findings I supplemented my

I took their findings I supplemented my own to their findings and from that I

own to their findings and from that I

own to their findings and from that I created a well-documented methodology to

created a well-documented methodology to

created a well-documented methodology to supermarket seduction which we call the

supermarket seduction which we call the

supermarket seduction which we call the shelf sight sequence this is a proven

shelf sight sequence this is a proven

shelf sight sequence this is a proven process that’s been responsible for

process that’s been responsible for

process that’s been responsible for launching hundreds of Briony stages and

launching hundreds of Briony stages and

launching hundreds of Briony stages and new products this scientific knowledge

new products this scientific knowledge

new products this scientific knowledge actually allows us to assign ownable

actually allows us to assign ownable

actually allows us to assign ownable memorable colors shapes symbols and

memorable colors shapes symbols and

memorable colors shapes symbols and words in the same order that the mind is

words in the same order that the mind is

words in the same order that the mind is literally trained to retain visual

literally trained to retain visual

literally trained to retain visual information it’s true a sequence of

information it’s true a sequence of

information it’s true a sequence of cognition always exists in everything we

cognition always exists in everything we

cognition always exists in everything we see and do so again we call this

see and do so again we call this

see and do so again we call this wayfinding let’s go shopping

wayfinding let’s go shopping

wayfinding let’s go shopping together and see how we always find our

together and see how we always find our

together and see how we always find our brands when we walk into a retail

brands when we walk into a retail

brands when we walk into a retail environment the music is there to lola’s

environment the music is there to lola’s

environment the music is there to lola’s into a subconscious own state of mind

into a subconscious own state of mind

into a subconscious own state of mind the first thing that we will see is the

the first thing that we will see is the

the first thing that we will see is the flowers and the produce so we will

flowers and the produce so we will

flowers and the produce so we will assume everything in the supermarket is

assume everything in the supermarket is

assume everything in the supermarket is extremely fresh Supermarket seduction

extremely fresh Supermarket seduction

extremely fresh Supermarket seduction dictates that we walk all the way back

dictates that we walk all the way back

dictates that we walk all the way back to the end of the retail environment to

to the end of the retail environment to

to the end of the retail environment to get our most frequently purchased item

get our most frequently purchased item

get our most frequently purchased item which is usually a carton of milk as we

which is usually a carton of milk as we

which is usually a carton of milk as we meander in the aisles we are searching

meander in the aisles we are searching

meander in the aisles we are searching for the cash register we just want to

for the cash register we just want to

for the cash register we just want to get out but what’s happened to us is

get out but what’s happened to us is

get out but what’s happened to us is that we have fallen into sensory

that we have fallen into sensory

that we have fallen into sensory overload our emotions have literally

overload our emotions have literally

overload our emotions have literally become hijacked because our senses can

become hijacked because our senses can

become hijacked because our senses can no longer navigate the way that we’re

no longer navigate the way that we’re

no longer navigate the way that we’re used to doing as a result of this we

used to doing as a result of this we

used to doing as a result of this we could no longer taste the food we can’t

could no longer taste the food we can’t

could no longer taste the food we can’t feel the softness of the tissue we can’t

feel the softness of the tissue we can’t

feel the softness of the tissue we can’t hear the crunch

hear the crunch

hear the crunch of the potato chips we can’t actually

of the potato chips we can’t actually

of the potato chips we can’t actually smell the coughs syrup to see what the

smell the coughs syrup to see what the

smell the coughs syrup to see what the cherry smells like and what happens to

cherry smells like and what happens to

cherry smells like and what happens to us is our blink pattern actually slows

us is our blink pattern actually slows

us is our blink pattern actually slows down from 24 beats a minute down to 14

down from 24 beats a minute down to 14

down from 24 beats a minute down to 14 now this isn’t necessarily bad just

now this isn’t necessarily bad just

now this isn’t necessarily bad just because we’re seeing less doesn’t mean

because we’re seeing less doesn’t mean

because we’re seeing less doesn’t mean that we’re not feeling more and we are

that we’re not feeling more and we are

that we’re not feeling more and we are feeling more we’re feeling with our

feeling more we’re feeling with our

feeling more we’re feeling with our associative emotional radar which is

associative emotional radar which is

associative emotional radar which is often referred to as our intuitive sixth

often referred to as our intuitive sixth

often referred to as our intuitive sixth sense as a result of this additional

sense as a result of this additional

sense as a result of this additional sense we will impulsively select brands

sense we will impulsively select brands

sense we will impulsively select brands 24 times quicker based on emotional

24 times quicker based on emotional

24 times quicker based on emotional response than a rational decision and

response than a rational decision and

response than a rational decision and how long do we spend only five seconds

how long do we spend only five seconds

how long do we spend only five seconds deciding what milk we’re going to buy

deciding what milk we’re going to buy

deciding what milk we’re going to buy from another five seconds per category

from another five seconds per category

from another five seconds per category and that’s why when we run in to the

and that’s why when we run in to the

and that’s why when we run in to the grocery store to get something very

grocery store to get something very

grocery store to get something very often we walk out with about 25 dollars

often we walk out with about 25 dollars

often we walk out with about 25 dollars worth of product because our emotions

worth of product because our emotions

worth of product because our emotions are being hijacked while shopping let’s

are being hijacked while shopping let’s

are being hijacked while shopping let’s look at this again so when shopping

look at this again so when shopping

look at this again so when shopping color is always first I’m looking for

color is always first I’m looking for

color is always first I’m looking for the purple allergy medicine the red and

the purple allergy medicine the red and

the purple allergy medicine the red and white soup the black and copper

white soup the black and copper

white soup the black and copper batteries shape is – I’m looking for the

batteries shape is – I’m looking for the

batteries shape is – I’m looking for the blue chocolate chip cookies with a red

blue chocolate chip cookies with a red

blue chocolate chip cookies with a red triangle on it I’m looking for the

triangle on it I’m looking for the

triangle on it I’m looking for the dandruff mess and I know it has some

dandruff mess and I know it has some

dandruff mess and I know it has some squiggles on it and a red cap symbols

squiggles on it and a red cap symbols

squiggles on it and a red cap symbols are third I love to recycle cherries my

are third I love to recycle cherries my

are third I love to recycle cherries my favorite flavor I’m going to buy the

favorite flavor I’m going to buy the

favorite flavor I’m going to buy the band-aids with the medical seal on it

band-aids with the medical seal on it

band-aids with the medical seal on it and words are always last when shopping

and words are always last when shopping

and words are always last when shopping so a sequence of cognition exists when

so a sequence of cognition exists when

so a sequence of cognition exists when looking for everyday household brands I

looking for everyday household brands I

looking for everyday household brands I think this demonstrates it well no

think this demonstrates it well no

think this demonstrates it well no you’re not having a dyslexic moment this

you’re not having a dyslexic moment this

you’re not having a dyslexic moment this is where the colors the shapes and the

is where the colors the shapes and the

is where the colors the shapes and the symbols are all the same but only the

symbols are all the same but only the

symbols are all the same but only the letter forms have changed but you

letter forms have changed but you

letter forms have changed but you instantaneously know what these brands

instantaneously know what these brands

instantaneously know what these brands are and that’s what we call visual

are and that’s what we call visual

are and that’s what we call visual vocabulary that’s a shorthand to

vocabulary that’s a shorthand to

vocabulary that’s a shorthand to decision making now the sequence of

decision making now the sequence of

decision making now the sequence of Nishan exists to a lot more than just

Nishan exists to a lot more than just

Nishan exists to a lot more than just shopping for everyday brands it takes

shopping for everyday brands it takes

shopping for everyday brands it takes place in everything that we do people

place in everything that we do people

place in everything that we do people places things a sequence of cognition

places things a sequence of cognition

places things a sequence of cognition helps us find things and as people it

helps us find things and as people it

helps us find things and as people it helps us to be found too so if you were

helps us to be found too so if you were

helps us to be found too so if you were looking for me I would suggest that you

looking for me I would suggest that you

looking for me I would suggest that you look for me probably wearing something

look for me probably wearing something

look for me probably wearing something green I always saw something green today

green I always saw something green today

green I always saw something green today I have on a green scarf that is my

I have on a green scarf that is my

I have on a green scarf that is my signature color so if you have a

signature color so if you have a

signature color so if you have a favorite color I recommend that you

favorite color I recommend that you

favorite color I recommend that you always wear it because people can find

always wear it because people can find

always wear it because people can find you by that color shape is number two if

you by that color shape is number two if

you by that color shape is number two if you happen to be in a room and you’re

you happen to be in a room and you’re

you happen to be in a room and you’re standing like this and your smiles down

standing like this and your smiles down

standing like this and your smiles down turn that’s not a very good stance shape

turn that’s not a very good stance shape

turn that’s not a very good stance shape and what should be seen and felt and

and what should be seen and felt and

and what should be seen and felt and understood this is a good stat shape

understood this is a good stat shape

understood this is a good stat shape it’s like this and it’s ready to shake

it’s like this and it’s ready to shake

it’s like this and it’s ready to shake somebody’s hand and it’s also an upturn

somebody’s hand and it’s also an upturn

somebody’s hand and it’s also an upturn smile so if you want to be seen quickly

smile so if you want to be seen quickly

smile so if you want to be seen quickly wear a signature color have a really

wear a signature color have a really

wear a signature color have a really good shape

good shape

good shape symbols are third are you a Mets fan or

symbols are third are you a Mets fan or

symbols are third are you a Mets fan or a Yankees fan was it what is it that

a Yankees fan was it what is it that

a Yankees fan was it what is it that you’re telegraphing I usually have an

you’re telegraphing I usually have an

you’re telegraphing I usually have an iPhone on me it lets people know that

iPhone on me it lets people know that

iPhone on me it lets people know that I’m a Mac person I have a creative bent

I’m a Mac person I have a creative bent

I’m a Mac person I have a creative bent to me and guess what it can even start a

to me and guess what it can even start a

to me and guess what it can even start a conversation

conversation

conversation now that you’ve been seen and felt and

now that you’ve been seen and felt and

now that you’ve been seen and felt and understood you can attract people with

understood you can attract people with

understood you can attract people with like-minded values buy your colors your

like-minded values buy your colors your

like-minded values buy your colors your shapes your symbols and now you can

shapes your symbols and now you can

shapes your symbols and now you can start to have a conversation and when

start to have a conversation and when

start to have a conversation and when you do I highly recommend that you make

you do I highly recommend that you make

you do I highly recommend that you make it authentic and memorable as I got

it authentic and memorable as I got

it authentic and memorable as I got ready to do this TED talk a few months

ready to do this TED talk a few months

ready to do this TED talk a few months ago I really wanted to come out for a

ago I really wanted to come out for a

ago I really wanted to come out for a long time now about me being dyslexic

long time now about me being dyslexic

long time now about me being dyslexic but my business coach advised against it

but my business coach advised against it

but my business coach advised against it because she felt they could cast

because she felt they could cast

because she felt they could cast negativity on my firm or my clients

negativity on my firm or my clients

negativity on my firm or my clients maybe when Phil is confident but then I

maybe when Phil is confident but then I

maybe when Phil is confident but then I realized I have been programmed since

realized I have been programmed since

realized I have been programmed since birth to see in colors shapes and

birth to see in colors shapes and

birth to see in colors shapes and symbols and that is truly my success and

symbols and that is truly my success and

symbols and that is truly my success and my clients success to their brands is my

my clients success to their brands is my

my clients success to their brands is my dyslexia so today

dyslexia so today

dyslexia so today finally I’m ready to say hi I’m Terri

finally I’m ready to say hi I’m Terri

finally I’m ready to say hi I’m Terri and I’m proud to say that I am dyslexic

and I’m proud to say that I am dyslexic

and I’m proud to say that I am dyslexic thank you

thank you

thank you [Applause]