This is my first time at TED. Normally, as an advertising man, I actually speak at TED Evil, which is TED's secret sister that pays all the bills. It's held every two years in Burma. And I particularly remember a really good speech by Kim Jong Il on how to get teens smoking again. (Laughter)
Este prima mea vizita la TED. Prima in calitate de om de publicitate De obicei, tin discursuri pentru Partea intunecata a TED, organizatia secreta infratita cu TED-- cea care ii plateste facturile. Se tine din doi in doi ani, in Burma. Si imi aduc aminte un anume discurs, a lui Kim Jong II despre cum sa-i convingem pe tineri sa fumeze din nou. (rasete)
But, actually, it's suddenly come to me after years working in the business, that what we create in advertising, which is intangible value -- you might call it perceived value, you might call it badge value, subjective value, intangible value of some kind -- gets rather a bad rap. If you think about it, if you want to live in a world in the future where there are fewer material goods, you basically have two choices. You can either live in a world which is poorer, which people in general don't like. Or you can live in a world where actually intangible value constitutes a greater part of overall value, that actually intangible value, in many ways is a very, very fine substitute for using up labor or limited resources in the creation of things.
Dar, intr-o buna zi, mi-am dat seama, dupa toti anii de munca in domeniu ca ceea ce noi cream in publicitate, o valoare intangibila -- puteti sa o numiti, daca doriti, valoare perceputa puteti sa ii ziceti valoare de eticheta, valoare subiectiva, orice fel de valoare intangibila -- are cel mai adesea o conotatie negativa Daca va ganditi bine, in viitor, lumea in care veti dori sa traiti o lume in care bunurile materiale sunt rare, aveti la dispozitie doua optiuni. Puteti fie sa alegeti sa traiti intr-o lume mai saraca, o varianta neplacuta pentru majoritatea oamenilor. fie sa traiti intr-o lume in care valoarea intangibila reprezinta un procent mai mare din valoarea totala, am realizat ca de multe ori, valoare intangibila reprezinta un inlocuitor foarte subtil pentru a consuma munca sau resurse limitate pentru a crea lucruri tangibile.
Here is one example. This is a train which goes from London to Paris. The question was given to a bunch of engineers, about 15 years ago, "How do we make the journey to Paris better?" And they came up with a very good engineering solution, which was to spend six billion pounds building completely new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. Now, call me Mister Picky. I'm just an ad man ... ... but it strikes me as a slightly unimaginative way of improving a train journey merely to make it shorter. Now what is the hedonic opportunity cost on spending six billion pounds on those railway tracks?
Iata un exemplu. Acest tren face legatura dintre Londra la Paris. Unor ingineri li s-a pus o intrebare, acum 15 ani, "Cum putem imbunatati calatoria la Paris?" Iar ei au gasit o solutie inginereasca foarte eficienta care presupunea cheltuirea a sase miliarde de lire sterline pentru a construi o cale ferata complet noua de la Londra si pana pe coasta, scurtand astfel calatoria de trei ore si jumatate pana la Paris, cu aproximativ 40 de minute Acum, numiti-ma Chibitul sef. Nu sunt decat un publicitar... ... insa mi se pare o modalitate cel putin lipsita de imaginatie, de a imbunatati calatoria cu trenul incercand doar sa o faci mai scurta. Care ar mai fi cea mai buna alta metoda hedonistica de a cheltui 6 miliarde de lire pe acele sine de tren?
Here is my naive advertising man's suggestion. What you should in fact do is employ all of the world's top male and female supermodels, pay them to walk the length of the train, handing out free Chateau Petrus for the entire duration of the journey. (Laughter) (Applause) Now, you'll still have about three billion pounds left in change, and people will ask for the trains to be slowed down. (Laughter)
Iata naiva mea sugestie de om de publicitate. Ar trebui de fapt sa angajati cele mai celebre modele masculine si feminine din lume, si sa le platiti sa serveasca Chateau Petrus gratuit pe intreaga durata a calatoriei. (Rasete) (aplauze) In plus, veti mai ramane cu un maruntis de trei miliarde iar oamenii va vor ruga sa mergeti mai incet. (rasete)
Now, here is another naive advertising man's question again. And this shows that engineers, medical people, scientific people, have an obsession with solving the problems of reality, when actually most problems, once you reach a basic level of wealth in society, most problems are actually problems of perception. So I'll ask you another question. What on earth is wrong with placebos? They seem fantastic to me. They cost very little to develop. They work extraordinarily well. They have no side effects, or if they do, they're imaginary, so you can safely ignore them. (Laughter)
Acum, iata o alta intrebare la fel de naiva a unui om de publicitate Iar acest lucru dovedeste ca inginerii, medicii, oamenii de stiinta, sunt obsedati de rezolvarea problemelor din viata reala, atunci cand majoritatea problemelor, o data ce este atins un anumit nivel de bunastare in cadrul societatii, majoritatea problemelor sunt de fapt probleme de perceptie. Prin urmare, am sa va intreb altceva. Ce e asa rau la placebo? Mie mi se pare un lucru fantastic. Au un cost scazut de productie. Functioneaza extraordinar de bine. Nu au efecte adverse, sau daca au, sunt imaginare, asa ca sunteti in sigurata daca le ignorati. (rasete)
So I was discussing this. And I actually went to the Marginal Revolution blog by Tyler Cowen. I don't know if anybody knows it. Someone was actually suggesting that you can take this concept further, and actually produce placebo education. The point is that education doesn't actually work by teaching you things. It actually works by giving you the impression that you've had a very good education, which gives you an insane sense of unwarranted self-confidence, which then makes you very, very successful in later life. So, welcome to Oxford, ladies and gentlemen. (Laughter) (Applause)
Prin urmare discutam despre. Iar pentru asta chiar am intrat pe blogul Marginal Revolution scris de Tyler Cowen. Nu stiu daca stie cineva de el. Cineva propusese sa ducem acest concept mai departe, si chiar sa producem educatie de tip placebo. Ideea este ca educatia nu te invata de fapt lucruri. Iti da mai degraba impresia ca da rezultate ca ai primit o foarte buna educatie, care iti da un sentiment irational de incredere fara margini in fortele proprii care la randul lui, te ajuta foarte mult mai tarziu. Ei bine, doamnelor si domnilor, bine ati venit la Oxford. (rasete) (aplauze)
But, actually, the point of placebo education is interesting. How many problems of life can be solved actually by tinkering with perception, rather than that tedious, hardworking and messy business of actually trying to change reality? Here's a great example from history. I've heard this attributed to several other kings, but doing a bit of historical research, it seems to be Fredrick the Great. Fredrick the Great of Prussia was very, very keen for the Germans to adopt the potato and to eat it, because he realized that if you had two sources of carbohydrate, wheat and potatoes, you get less price volatility in bread. And you get a far lower risk of famine, because you actually had two crops to fall back on, not one.
Dar, de fapt, ideea educatiei de tip placebo este interesanta. Cate dintre problemele vietii nu pot fi rezolvate jucandu-ne cu perceptia oamenilor mai degraba decat munca grea si obositoare pe care o presupune schimbarea realitatii? Iata un exemplu excelent din istorie. Am auzit asta in legatura cu mai multi regi, dar dupa ce am facut un pic de cercetare istorica se pare ca ii apartine lui Fredrick cel Mare. Fredrick cel Mare al Prusiei dorea din toata inima sa ii convinga pe germani sa adopte cartoful in alimentatia lor. Deoarece realizaes ca daca ai doua surse de carbohidrati, grane si cartofi, vei avea o volatilitate mai mica a pretului painii. scazand astfel riscul aparitiei foametei, pentru ca ai la dispozitie doua recolte pe care te poti baza, si nu una.
The only problem is: potatoes, if you think about it, look pretty disgusting. And also, 18th century Prussians ate very, very few vegetables -- rather like contemporary Scottish people. (Laughter) So, actually, he tried making it compulsory. The Prussian peasantry said, "We can't even get the dogs to eat these damn things. They are absolutely disgusting and they're good for nothing." There are even records of people being executed for refusing to grow potatoes.
Singura problema este: daca stati sa va ganditi, cartofii nu arata foarte apetisanti. iar prusacii din secolul al XVIII-lea mancau foarte putine legume -- cam la fel ca scotienii din timpurile noastre. (rasete) Prin urmare, a incercat sa ii oblige. Taranii Prusaci au spus, "nici cainii nu vor sa manance nenorocirile astea" Sunt de-a dreptul dezgustatori si nu sunt buni de nimic." Exista chiar marturii cu privire la oameni care au fost executati pentru ca au refuzat sa cultive cartofi.
So he tried plan B. He tried the marketing solution, which is he declared the potato as a royal vegetable, and none but the royal family could consume it. And he planted it in a royal potato patch, with guards who had instructions to guard over it, night and day, but with secret instructions not to guard it very well. (Laughter) Now, 18th century peasants know that there is one pretty safe rule in life, which is if something is worth guarding, it's worth stealing. Before long, there was a massive underground potato-growing operation in Germany. What he'd effectively done is he'd re-branded the potato. It was an absolute masterpiece.
Asa ca a incercat planul B. A incercat varianta de marketing, in care a declarat cartoful o leguma regala. Si nimeni in afara de familia regala nu avea voie sa il consume. Si l-a plantat in gradina regala de legume, si a instruit garzile sa vegheze, zi si noapte, dar cu instructiunile secrete sa nu vegheze prea bine. (rasete) Acum, acesti tarani din secolul 18 stiu ce exista doar o regula destul de sigura in viata, si anume ca daca ceva e indeajuns de valoros sa fie pazit, merita sa fie furat. Nu a durat mult sa se creeze o retea masiva de fermieri clandestini care cultiva cartofi in Germania. Ceea ce a realizat el, intr-un mod foarte eficient, a fost sa re-branduiasca cartoful. A fost o capodopera.
I told this story and a gentleman from Turkey came up to me and said, "Very, very good marketer, Fredrick the Great. But not a patch on Ataturk." Ataturk, rather like Nicolas Sarkozy, was very keen to discourage the wearing of a veil, in Turkey, to modernize it. Now, boring people would have just simply banned the veil. But that would have ended up with a lot of awful kickback and a hell of a lot of resistance. Ataturk was a lateral thinker. He made it compulsory for prostitutes to wear the veil. (Laughter) (Applause)
Am povestit aceast episod iar un domn din Turcia a venit la mine si mi-a zis, " Foarte, foarte bun marketer, Friderick cel Mare, asta. Dar nu se compara cu Ataturk." Ataturk, cam la fel ca si Nicolas Sarkozy, dorea foarte tare sa descurajeze utilizarea valului, in Turcia, vroia sa o modernizeze. Acum, oamenii lipsiti de imaginatie ar fi interzis pur si simplu utilizarea valului pur si simplu. Dar asta ar fi creat foarte multe reactii negative si o foarte mare rezistenta. Ataturk a folosit gandirea laterala. El le-a obligat pe prostituate sa poarte valul. (rasete) (aplauze)
I can't verify that fully, but it does not matter. There is your environmental problem solved, by the way, guys: All convicted child molesters have to drive a Porsche Cayenne. (Laughter) What Ataturk realized actually is two very fundamental things. Which is that, actually, first one, all value is actually relative. All value is perceived value.
Nu pot verifica asta in totalitate. Dar nu conteaza. Asa se rezolva problema voastra de mediu, apropo, baieti: Toti pedofilii care au cazier sa fie obligati sa conduca un Porche Cayenne. (rasete) Ataturk si-a dat seama de fapt de doua lucruri fundamentale. Anume, o data, toate valorile sunt relative. Valoarea totala este cea perceputa.
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice." Because actually it's not the dollar. It's actually the peso in Buenos Aires. Very clever Buenos Aires street vendors decided to practice price discrimination to the detriment of any passing gringo tourists. As an advertising man, I have to admire that.
Pentru cei care nu stiu Spaniola, "jugo de naranja"-- inseamna " suc de portocale" in spaniola. Pentru ca de fapt nu este dolarul. Este peso in Buenos Aires. Comerciantii ambulanti inventivi din Buenos Aires au decis sa practice discriminarea preturilor in detrimentul oricarui calator "gringo"(jargon pentru cetatean SUA) Ca un om de publicitate, trebuie sa admir asta.
But the first thing is that all value is subjective. Second point is that persuasion is often better than compulsion. These funny signs that flash your speed at you, some of the new ones, on the bottom right, now actually show a smiley face or a frowny face, to act as an emotional trigger. What's fascinating about these signs is they cost about 10 percent of the running cost of a conventional speed camera, but they prevent twice as many accidents. So, the bizarre thing, which is baffling to conventional, classically trained economists, is that a weird little smiley face has a better effect on changing your behavior than the threat of a £60 fine and three penalty points.
Dar ceea ce ne arata in primul rand acest lucru este ca valoarea totala este subiectiva. In al doilea rand, este mult mai bine sa convingi decat sa obligi. Acele semne haioase care iti arata viteza cu care circuli, unele dintre cele noi, in coltul din dreapta jos, arata acum o fata zambareata sau o fata incruntata, care actioneaza ca un declansator emotional. Ceea ce este fascinant in ceea ce le priveste este ca ele costa aproximativ 10% din costul de exploatare al unei camere conventionale.™ Dar pot preveni de doua ori mai multe accidente. Asa ca, lucrul ciudat care lasa inmarmuriti economistii obisnuiti, cu o pregatire teoretica clasica, este ca o fata zambareata stranie are un mai mare efect in a ne schimba comportamentul decat amenintarea celor 60 de lire sau cele trei puncte de amenda.
Tiny little behavioral economics detail: in Italy, penalty points go backwards. You start with 12 and they take them away. Because they found that loss aversion is a more powerful influence on people's behavior. In Britain we tend to feel, "Whoa! Got another three!" Not so in Italy.
Un mic detaliu de economie comportamentala: In Italia, punctele de penalitate se calculeaza descrescator. Incepi prin a avea 12 din care ulterior ti se scad. Acest lucru se intampla deoarece s-a descoperit ca a pierde ceva are o influenta mai puternica asupra comportamentului oamenilor. In Anglia suntem tentati sa spunem, "Wow, am mai primit trei!" In Italia se pare ca nu e cazul.
Another fantastic case of creating intangible value to replace actual or material value, which remember, is what, after all, the environmental movement needs to be about: This again is from Prussia, from, I think, about 1812, 1813. The wealthy Prussians, to help in the war against the French, were encouraged to give in all their jewelry. And it was replaced with replica jewelry made of cast iron. Here's one: "Gold gab ich für Eisen, 1813." The interesting thing is that for 50 years hence, the highest status jewelry you could wear in Prussia wasn't made of gold or diamonds. It was made of cast iron. Because actually, never mind the actual intrinsic value of having gold jewelry. This actually had symbolic value, badge value. It said that your family had made a great sacrifice in the past.
Un alt caz fantastic este cel al crearii valorii intangibile sa inlocuiasca valoarea materiala sau actuala, care tineti minte, reprezinta pana la urma esenta miscarii de protectia mediului: Un alt exemplu ce vine din Prusia, de data asta din jurul lui 1812, 1813. Pentru a sprijini razboiul cu Franta, cei mai instariti dintre prusaci erau incurajati sa doneze toate bijuteriile lor. Care erau inlocuite cu imitatii ieftine, din fonta. Iata una: " Am dat aurul pentru fier, 1813." Ce este interesat este ca pentru urmatorii 50 de ani cele mai valoroase bijuterii pe care puteai sa le porti in Prusia nu erau facute din aur sau diamante. Erau facute din fier turnat. Aceasta deoarece nu mai era vorba aici de valoarea intrinseca a posesiei bijuteriilor din aur. Era vorba de valoarea simbolica, simplul fapt de a purta acel obiect. Dovedea ca familia ta facuse multe sacrificii in trecut.
So, the modern equivalent would of course be this. (Laughter) But, actually, there is a thing, just as there are Veblen goods, where the value of the good depends on it being expensive and rare -- there are opposite kind of things where actually the value in them depends on them being ubiquitous, classless and minimalistic.
Asa ca, echivalentul modern ar fi evident acesta. (rasete) Dar, de fapt, este un lucru, asa cum sunt bunuri Veblen, unde valoarea bunurilor depinde de cat de scumpe sau rare-- exista lucruri opuse unde de fapt valoarea lucrurilor depinde de faptul ca ele sunt des intalnite, fara clasa, si minimaliste.
If you think about it, Shakerism was a proto-environmental movement. Adam Smith talks about 18th century America, where the prohibition against visible displays of wealth was so great, it was almost a block in the economy in New England, because even wealthy farmers could find nothing to spend their money on without incurring the displeasure of their neighbors. It's perfectly possible to create these social pressures which lead to more egalitarian societies.
Daca te gandesti la asta, Shaker-ismul a fost o miscare care anticipa ecologismul. Adam Smith vorbeste despre America secolului 18 unde afisarea bogatiei personale in public era aspru pedepsita, devenind aproape o piedica in dezvoltarea economica din New England deoarece chiar si cei mai instariti fermieri, nu aveau pe ce sa isi cheltuiasca banii, fara ca acest lucru sa nu creeze antipatie din partea vecinilor. Aceste presiuni sociale sunt usor de creat si duc la aparitia unor societati unde egalitarianismul este mai pronuntat.
What's also interesting, if you look at products that have a high component of what you might call messaging value, a high component of intangible value, versus their intrinsic value: They are often quite egalitarian. In terms of dress, denim is perhaps the perfect example of something which replaces material value with symbolic value. Coca-Cola. A bunch of you may be a load of pinkos, and you may not like the Coca-Cola company, but it's worth remembering Andy Warhol's point about Coke. What Warhol said about Coke is, he said, "What I really like about Coca-Cola is the president of the United States can't get a better Coke than the bum on the corner of the street." Now, that is, actually, when you think about it -- we take it for granted -- it's actually a remarkable achievement, to produce something that's that democratic.
Interesant este ca daca va uitati la produsele care au o componenta ridicata din ceea ce s-ar putea numi valoare a mesajului un procent mai mare al valorii intangible, in comparatie cu valoarea lor intrinseca: Sunt cel mai adesea egalitare. Denimul este un exemplu perfect in ceea ce priveste imbracamintea, de inlocuire a valorii materiale cu o valoare simbolica. Coca-Cola. S-ar putea ca o parte dintre domniile voastre sa fiti mai de stanga, si sa nu simpatizati cu compania Coca-Cola. Dar merita sa ne aducem aminte de ce parere avea Andy Warhol despre Coca Cola. Referitor la Cola, Warhol spunea, " Ceea ce imi place cu adevarat Coca-Cola este ca presedintele SUA nu poate bea o Cola mai buna decat cea pe care o bea vagabondul la coltul strazii." Daca va ganditi, de obicei, acest lucru ni se pare perfect normal -- insa, in realitate este o realizare remarcabila, sa produci ceva atat de democratic.
Now, we basically have to change our views slightly. There is a basic view that real value involves making things, involves labor. It involves engineering. It involves limited raw materials. And that what we add on top is kind of false. It's a fake version. And there is a reason for some suspicion and uncertainly about it. It patently veers toward propaganda. However, what we do have now is a much more variegated media ecosystem in which to kind of create this kind of value, and it's much fairer.
Ceea ce trebuie sa facem acum este sa ne schimbam putin punctul de vedere Exista o parere generala ca valoarea reala implica creeare de lucruri, implica munca. Implica munca de proiectare. Implica o resurse brute limitate. Iar ceea ce adaugam noi in plus, ar fi inutil. De fapt, aceasta idee este falsa. Si exista si un motiv cel putin pentru scepticism si retinere in aceasta privinta. Se indreapta cu acte in regula catre propaganda. Cu toate acestea, ceea ce avem la dispozitie acum este un ecosistem media mult mai diversificat in care sa cream intr-un fel acest fel de valoare. Si este mult mai corect.
When I grew up, this was basically the media environment of my childhood as translated into food. You had a monopoly supplier. On the left, you have Rupert Murdoch, or the BBC. (Laughter) And on your right you have a dependent public which is pathetically grateful for anything you give it. (Laughter)
Pe vremea mea, cam acesta era spatiul in care exista mass-media copilariei mele. transpus in termeni culinari. Aveai un furnizor unic. La stanga il aveai pe Rupert Murdoch, sau BBC-ul. (rasete) Pe partea dreapta aveai un public dependent care era jenant de recunoscator pentru orice ii ofereai. (rasete)
Nowadays, the user is actually involved. This is actually what's called, in the digital world, "user-generated content." Although it's called agriculture in the world of food. (Laughter) This is actually called a mash-up, where you take content that someone else has produced and you do something new with it. In the world of food we call it cooking. This is food 2.0, which is food you produce for the purpose of sharing it with other people. This is mobile food. British are very good at that. Fish and chips in newspaper, the Cornish Pasty, the pie, the sandwich. We invented the whole lot of them. We're not very good at food in general. Italians do great food, but it's not very portable, generally. (Laughter)
In zilele noastre, utilizatorul a devenit implicat. Ceea ce noi numim, in era digitala, "continut generat de utilizator." Ceea ce din punctul de vedere al bucatariei, asta se numeste agricultura. (rasete) Aceasta se numeste "mash-up", adica iei continutul creat de altcineva si produci ceva nou cu el. Din punctul de vedere al bucatariei, asta se numeste gatit. Acesta este mancarea 2.0, Adica, acel tip de mancare pe care o produci cu scopul de a o imparti ceilalti. Aceasta este mancarea mobila. Englezii se pricep foarte bine la asta. Peste si cartofi prajiti in ziar, "Cornish Pastie", placinta, sandwich-urile. Noi le-am inventat pe toate. De obicei, nu suntem foarte priceputi la gatit. Italienii fac mancare excelenta, Dar aceasta nu este foarte portabila. (rasete)
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich. He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name. (Laughter)
Am aflat asta de curand. Earlul de Sandwich nu a inventat in realitate sandwichul. Ceea ce a inventat el de fapt este painea prajita. Insa, Earlul Painii Prajite ar fi sunat caraghios. (rasete)
Finally, we have contextual communication. Now, the reason I show you Pernod -- it's only one example. Every country has a contextual alcoholic drink. In France it's Pernod. It tastes great within the borders of that country, but absolute shite if you take it anywhere else. (Laughter) Unicum in Hungary, for example. The Greeks have actually managed to produce something called Retsina, which even tastes shite when you're in Greece. (Laughter)
La urma, avem comunicarea contextuala. Acum, motivul pentru care va arat Pernot -- acesta este doar unul dintre exemple. Fiecare tara are o bautura alcoolica specifica. In Franta avem Pernod. Are un gust excelent in interiorul granitelor tarii respective. Dar are un gust execrabil, daca il bei oriunde altundeva. (rasete) In Ungaria avem Unicum. Grecii au reusit sa produca ceva numit Retsina, care are gust groaznic chiar si cand esti in Grecia. (rasete)
But so much communication now is contextual that the capacity for actually nudging people, for giving them better information -- B.J. Fogg, at the University of Stanford, makes the point that actually the mobile phone is -- He's invented the phrase, "persuasive technologies." He believes the mobile phone, by being location-specific, contextual, timely and immediate, is simply the greatest persuasive technology device ever invented.
Insa, atat de mult din comunicarea din zilele noastre este contextuala incat capacitatea de a sensibiliza intr-adevar oamenii, sa le dea informatii mai bune -- B.J Fogg, de la universitatea Stanford, spune ca Ca telefonul mobil este in realitate -- El a inventat fraza" tehnologii persuasive." El credea ca telefonul mobil, prin capacitatea de a localiza, contextual, cronologic si imediat, reprezinta cea mai convingatoare tehnologie ce a putut fi inventata vreodata.
Now, if we have all these tools at our disposal, we simply have to ask the question, and Thaler and Sunstein have, of how we can use these more intelligently. I'll give you one example. If you had a large red button of this kind, on the wall of your home, and every time you pressed it, it saved 50 dollars for you, put 50 dollars into your pension, you would save a lot more. The reason is that the interface fundamentally determines the behavior. Okay?
Acum, cu aceste unelte la dispozitia noastra, trebuie doar sa ne punem intrebarea, la fel ca Thaler si Sunstein, cum putem sa le utilizam cat mai inteligent posibil. Sa va dau un exemplu. Daca ati avea un buton rosu mare de genul asta pe peretele de acasa. si de fiecare data cand l-ati apasa ati economisi 50 de dolari, ati adauga 50 de dolari la fondul dumneavoastra de pensii, ati economisi si altceva decat bani. Explicatia este ca interfata determina in mod fundamental comportamentul. Ok?
Now, marketing has done a very, very good job of creating opportunities for impulse buying. Yet we've never created the opportunity for impulse saving. If you did this, more people would save more. It's simply a question of changing the interface by which people make decisions, and the very nature of the decisions changes. Obviously, I don't want people to do this, because as an advertising man I tend to regard saving as just consumerism needlessly postponed. (Laughter) But if anybody did want to do that, that's the kind of thing we need to be thinking about, actually: fundamental opportunities to change human behavior.
Marketingul a reusit sa faca o treaba excelenta din a crea cele mai bune ocazii pentru cumparaturile sub impulsul momentului. Cu toate astea, nu am creat niciodata sansa pentru economisirea sub impulsul momentului. Daca ati face asta, mai multi oameni ar economisi mai mult. Este doar o problema de modificare a interfetei prin care oamenii isi iau deciziile. Astfel, insasi natura acestor decizii se modifica. Evident, nu vreau ca oamenii sa faca asta, deoarece eu, in calitatea mea de om de publicitate, am tendinta de a considera economisirea ca fiind oar manifestarea unui consumerism amanat fara motiv. (rasete) Insa daca cineva ar dori sa faca acest lucru, la lucruri de genul asta ar trebui de fapt sa ne gandim: sanse extraordinare de a schimba comportamentul uman.
Now, I've got an example here from Canada. There was a young intern at Ogilvy Canada called Hunter Somerville, who was working in improv in Toronto, and got a part-time job in advertising, and was given the job of advertising Shreddies. Now this is the most perfect case of creating intangible, added value, without changing the product in the slightest. Shreddies is a strange, square, whole-grain cereal, only available in New Zealand, Canada and Britain. It's Kraft's peculiar way of rewarding loyalty to the crown. (Laughter) In working out how you could re-launch Shreddies, he came up with this.
Iata un exemplu de data asta, din Canada. Este vorba despre un tanar intern, de la Ogilvy Canada pe numele lui Hunter Somerville, si care lucra in artist improvizator, in Toronto si a obtinut un post part-time in publicitate. primind astfel sarcina de a face reclama la Shreddies. Aici este vorba despre cel mai bun exemplu de creare de valoare adaugata intangibila, fara a schimba catusi de putin produsul. Schreddies este un fel ciudat de cereale, din grau integral, care se gasesc doar in Noua Zeelanda, Canada si Anglia. Este modul inedit al companiei Kraft de a isi arata loialitatea fata de coroana. (rasete) Incercand sa se gandeasca la modul de relansare al Shreddies, i-a venit urmatoarea idee.
Video: (Buzzer) Man: Shreddies is supposed to be square. (Laughter)
Video:(sonor) Barbatul: Este normal ca Shreddies sa fie patrate. (rasete)
Woman: Have any of these diamond shapes gone out? (Laughter)
Femeia: Cand nu au fost la moda modelele in forma de diamant? (rasete)
Voiceover: New Diamond Shreddies cereal. Same 100 percent whole-grain wheat in a delicious diamond shape. (Applause)
Vocea de fundal: Noile cereale Shreddies in forma de diamant. Aceleasi cereale 100% integrale in forma delicioasa de diamant. (aplauze)
Rory Sutherland: I'm not sure this isn't the most perfect example of intangible value creation. All it requires is photons, neurons, and a great idea to create this thing. I would say it's a work of genius. But, naturally, you can't do this kind of thing without a little bit of market research.
Rory Shuterland: Spuneti-mi ca nu este cel mai bun exemplu de creare de valoare intangibila. A fost nevoie doar de fotoni, neuroni si o idee buna pentru a crea acest lucru. As spune ca este munca unui geniu. Dar bineinteles ca astfel de lucruri nu pot fi create fara un pic de cercetare a pietei.
Man: So, Shreddies is actually producing a new product, which is something very exciting for them. So they are introducing new Diamond Shreddies. (Laughter) So I just want to get your first impressions when you see that, when you see the Diamond Shreddies box there. (Laughter)
Barbatul: Asadar, Shreddies chiar lanseaza un produs nou, lucru care creeaza foarte mare entuziasm. Astfel incat introduc pe piata noile Diamante Shreddies. (rasete) Vreau doar sa vad cum reactionati cand vedeti asta, cand vedeti cutia de Diamante Shreddies de acolo. (rasete)
Woman: Weren't they square?
Femeia: Nu erau patrate?
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
Femeia 2: Nu stiu ce sa zic. Femeia 3: Mie mi se par patrate.
Man: They -- Yeah, it's all in the appearance. But it's kind of like flipping a six or a nine. Like a six, if you flip it over it looks like a nine. But a six is very different from a nine.
Omul: Ele -- Da, totul sta in aspect. Dar este la fel ca si cum ai rasturna un sase si ai obtine un noua sau invers. Daca il intorci invers, arata ca un noua. Dar un sase difera foarte mult de un noua.
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
Femeia 3: Sau un "m" si un 'w". Barbatul: Da, da, un "m" si un "w".
Man #2: [unclear] You just looked like you turned it on its end. But when you see it like that it's more interesting looking.
Barbatul 2: (ininteligibil) Arata ca si cum l-ai fi intors pe dos. Dar cand il vezi din pozitia asta arata mult mai interesant.
Man: Just try both of them. Take a square one there, first. (Laughter) Man: Which one did you prefer? Man #2: The first one.
Barbatul: Incercati-le pe amandoua. Luati intai una din asta patrata, de acolo. (rasete) Barbatul: Pe care o preferati? Barbatul 2: Pe prima.
Man: The first one? (Laughter)
Barbatul: Prima? (rasete)
Rory Sutherland: Now, naturally, a debate raged. There were conservative elements in Canada, unsurprisingly, who actually resented this intrusion. So, eventually, the manufacturers actually arrived at a compromise, which was the combo pack. (Laughter) (Applause) (Laughter)
Rory Sutherland: Acum, natural, a pornit o dezbatere. Normal, exista cateva elemente conservatoare in Canada, care au perceput in sens negativ aceasta intruziune. Astfel incat, producatorii chiar au trebuit sa faca un compromis, adica pachetul combinat. (rasete) (aplauze) (rasete)
If you think it's funny, bear in mind there is an organization called the American Institute of Wine Economics, which actually does extensive research into perception of things, and discovers that except for among perhaps five or ten percent of the most knowledgeable people, there is no correlation between quality and enjoyment in wine, except when you tell the people how expensive it is, in which case they tend to enjoy the more expensive stuff more. So drink your wine blind in the future.
Daca vi se pare amuzant, retineti ca exista o institutie numita Institutul American de Studii Economice cu privire la vin, si care chiar studiaza in profunzime felul in care sunt percepute produsele, iar ei au descoperit ca in afara de probabil doar 5 sau 10 reprezentand cunoscatorii, nu exista nici o corelatie intre calitatea si gradul de satisfactie in ceea ce priveste vinul, cu exceptia cazului in care le spui oamenilor cat de mult costa, caz in care acestia au tendinta de a consuma vinul mai scump. Asa ca beti-va vinul legati la ochi in viitor.
But this is both hysterically funny -- but I think an important philosophical point, which is, going forward, we need more of this kind of value. We need to spend more time appreciating what already exists, and less time agonizing over what else we can do.
Dar acest lucru este extrem de ilar -- insa cred ca dovedeste si un argument filozofic, anume, ca progresand, trebuie sa ne gandim si la acest tip de valoare. Trebuie sa ne petrecem timpul mai mult punand pret pe ceea ce exista deja, si mai putin timp framantandu-ne cu privire la ceea ce putem face.
Two quotations to more or less end with. One of them is, "Poetry is when you make new things familiar and familiar things new." Which isn't a bad definition of what our job is, to help people appreciate what is unfamiliar, but also to gain a greater appreciation, and place a far higher value on those things which are already existing. There is some evidence, by the way, that things like social networking help do that. Because they help people share news. They give badge value to everyday little trivial activities. So they actually reduce the need for actually spending great money on display, and increase the kind of third-party enjoyment you can get from the smallest, simplest things in life. Which is magic.
Doua citate si voi incheia, cred. Unul dintre ele este:" Poezie este atunci cand faci ca lucrurile noi sa para familiare iar lucrurile familiare sa para noi." Ceea ce nu e o descriere gresita a ceea ce inseamna munca noastra in realitate, sa ii ajutam pe oameni sa aprecieze necunoscutul, dar in aceeasi masura sa ii invatam sa aprecieze intr-o masura mai mare, si sa puna mai mult pret pe lucrurile care exista deja. Apropo, exista dovezi ca lucruri precum retelele sociale ne pot ajuta sa facem asta. Deoarece acestea ii ajuta pe oameni sa dea mai usor mai departe stirile. Ele dau o valoare de expunere pentru activitatile cotidiene, obisnuite. Ele reduc astfel nevoia oamenilor de a investi mai multi bani in aparente, si marind acel tip de de satisfactie exterioara, pe care o poti obtine de la cele mai mici, cele mai marunte lucruri in viata. Ceea ce este fantastic.
The second one is the second G.K. Chesterton quote of this session, which is, "We are perishing for want of wonder, not for want of wonders," which I think for anybody involved in technology, is perfectly true. And a final thing: When you place a value on things like health, love, sex and other things, and learn to place a material value on what you've previously discounted for being merely intangible, a thing not seen, you realize you're much, much wealthier than you ever imagined. Thank you very much indeed. (Applause)
Al doilea este si cel de al doilea citat din G.K. Chesterton din aceasta prezentare, si anume, " Pierim din dorinta de uimire, nu pentru dorinta de minuni," ceea ce, cred eu, se aplica pentru oricine este implicat in domeniul tehnologiei. Si un ultim lucru: Cand pui pret pe lucruri precum sanatatea, iubirea, sexul si altele, si inveti sa pui un pret material pe ceea ce desconsiderai inainte ca fiind intangibil, imposibil de observat, iti dai seama ca esti mult mai bogat decat ti-ai imaginat vreodata. Va multumesc foarte mult. (aplauze)