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one late summer day in 1963 thousands upon thousands of people gathered on the mall
in Washington dc they had come to America’s capital for jobs and freedom to show the
Kennedy administration that civil rights legislation must be pushed through congress and
to hear the reverend Dr. Martin Luther King Jr speak the official program had been long
packed with speeches but a quarter of a million people defied the heat as they waited the crowd
stretched back from the Lincoln memorial packing the sides of the famous reflecting pool swirling
around the base of the Washington monument and extending toward the intransigent capital itself
the mall usually dwarfs anything on a human scale not that afternoon the gospel singer
Mahalia Jackson sang I’ve been buked, and I’ve been scorned anticipation was building all three
television networks switched to live coverage Dr. King stepped forward to speak to address not only
the sweltering crowd but a national audience he had never had before and might never have again
Dr King had spent the night laboring on his speech with a few trusted aides weighing every
word of what he would say for a few minutes the nation even the world would be focused
on those words from the Lincoln memorial steps Dr king knew that those words had to be perfect
but now let's leave this iconic scene behind us and travel across time and across the Atlantic
28 years later a very different man would give a very different speech in front of a very different
audience this man's name was Gerald Ratner and he didn't have a dream he had a nightmare
I’m Tim Harford and you're listening to Cautionary Tales
Gerald Ratner’s speech to be clear wasn't about civil rights it was about selling cheap jewelry
it became iconic because it didn't go well and as you've probably figured out by now
I’m fascinated by things that didn't go well but I’ll let you into a secret I’m also
fascinated by the art of public speaking I love doing it and I love studying it public speaking is
such a strange thing as natural as talking and yet wrenchingly difficult and how it was approached by
these two men Gerald Ratner and Martin Luther King and what happened to them could teach us a lot Dr.
King and Mr Ratner are a study in contrasts Martin Luther King took the high road through education
earning a Doctorate in Theology Gerald Ratner took the low road. Ratner was born in London in 1949
and expelled from school at the age of 13. when he was 15, he joined the family business a group
of six jewelry shops Ratner worked behind the counter for 10 years but noticed that he didn't
have many customers his age or younger those people had no interest in gold and diamond rings
they were spending plenty of money on clothes and music shopping malls were busy jewelers were not
they were dusty and intimidating nothing had a price tag the doors would be locked behind
you when you entered young Gerald soon had a management role and steered the family business
towards more informal shops selling products that would appeal to young shoppers on a budget
it was a canny move by the age of 35 Ratner was a millionaire he began a series of ambitious