Abstract. This research conducts a detailed exploration of fixed expressions used in Brené Brown's renowned TED Talk, "The Power of Vulnerability." Utilizing modern theories of formulaic language and discourse analysis, the study identifies three primary functions of these expressions: aiding cognition, fostering audience connection, and enhancing rhetorical impact. The analysis highlights how phrases like "here's the thing" and "you know" help organize ideas while creating a sense of natural conversation. These insights shed light on the interplay between cognitive efficiency and perceived authenticity in public speaking.