f you’re going to lead a group, it’s not enough to inspire people individually. You have to inspire the collective.

Movies like Braveheart show us how to do it. In the scene above, Mel Gibson plays a Scottish General named William Wallace. His speech comes at a pivotal moment in the film where his troops are outnumbered and underpowered against the much more powerful British army. His goal is to persuade his soldiers to risk their lives and march into battle.

Why is Wallace’s speech so effective, and what can you learn from it?

1. Start with the stakes.

The gravity of the situation is underscored from the top. There are no wasted words. The stakes are as high as they can possibly be. Death is one outcome, life is the other, and they’re pitted against each other at the outset. Right after, Wallace raises the stakes with “one chance, just one chance.” These words pull them into the present and compel them to commit to the fight.

2. Focus on the group.

This speech moves from a focus on the individual to a focus on the group: The main point is that the death of an individual can secure the life of the group — and it’s the group that Wallace and his men must prioritize. There are four mentions of the word “you” at the beginning. At the end, the focus shifts to “our” and there are three mentions of it. By moving from the individual to the collective, Wallace unites the soldiers under a common vision. He starts with “you” to connect to each soldier directly. He relates to their fears and reminds them of their choice: to run or to fight. The shift to “our” is a reminder that the group is more important than any individual, and it’s the soldiers’ duty to serve their country.

3. End with what you want to emphasize.

There’s no inspiration without purpose, and every word builds up to the specific purpose of the battle: freedom. It’s the final word; the climax and the crescendo, and it’s only mentioned once, at the end. 

This speech is a blueprint for how to persuade a group to do something bold, even if it means going against their own interests. You need to unite them under a common cause, with a clear vision and purpose.