Audience Quote by Robert McKee
“Given the choice between trivial material brilliantly told versus profound material badly told, an audience will always choose the trivial told brilliantly.”
About This Quote
Source Book: Story, 1997, Chapter 5
Argues audiences prefer well‑told trivial content over poorly delivered profound ideas
In simple terms: Presentation quality can outweigh depth
Key Takeaway
Focus on clear, engaging delivery of ideas
Themes
communication
storytelling
audience perception
Mood
analytical
pragmatic
Type
educational
professional
When to use this quote
- Marketing pitches
- educational lectures
- media production
Key Concepts
Narrative theory
information design
cognitive bias
Questions to Reflect On
- How can you make complex ideas accessible?
- What storytelling techniques enhance engagement?
A Different Perspective
Depth may be lost if delivery is weak
