In February of 2004 Malcolm Gladwell, gave an 18-minute speech on spaghetti sauce at a TED Conference that blew away the audience and then went viral on the web. We know that non-verbal communication plays a huge role in delivering a break-through performance, but what did Malcolm Gladwell do that separated him from the other speakers? It was only partly because he impressed them verbally with a well-researched and thought-out delivery, but can also be seen in how he ends his speech.