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so needless to say this is not a solution for everybody and this actually is part of the problem because if you think about communication by definition it involves having someone to communicate with so while does a great job of what it's designed to do for the people out there who can't understand how to use it the option to communicate privately simply does not exist and this is a problem that we need to solve so if we want to have privacy online the only way we can succeed is if we get the whole world on board and this is only possible if we bring down the barrier to entry i think this is actually the key challenge that lies in the tech community what we really have to do is work and make privacy more accessible so last summer when the edward snowden story came out several colleagues and i decided to see if we could make this happen at that time we were working at the european organization for nuclear research at the world's largest particle collider which collides protons by the way we were all scientists so we used our scientific creativity and came up with a very creative name for our project
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for as long as i can remember i was the kid in class who would never raise his hand when he had a question or knew the answer every time the phone rang i would run to the bathroom so i would not have to answer it if it was for me my parents would say i'm not around i spent a lot of time in the bathroom and i hated introducing myself especially in groups i'd always stutter on my name and there was usually someone who'd go have you forgotten your name and then everybody would laugh that joke never got old
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let me give you an example i came across this story about the ancient greek writer homer now homer mentions very few colors in his writing and even when he does he seems to get them quite a bit wrong for example the sea is described as wine red people's faces are sometimes green and sheep are purple but it's not just homer if you look at all of the ancient literature ancient chinese icelandic greek indian and even the original hebrew bible they all mention very few colors
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but what is normal anyway we know that reviewers will find more spelling errors in your writing if they think you're black we know that professors are less likely to help female or minority students and we know that resumes with white sounding names get more than resumes with black sounding names why is that because of our expectations of what is normal we think it is normal when a black student has spelling errors we think it is normal when a female or minority student does not succeed and we think it is normal that a white employee is a better hire than a black employee
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the night of my speech a surprising thing happened at the age of i was hit on by a old guy i know right he was charming and i was flattered and i declined you know what his unsuccessful pickup line was he could make me feel again
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that's what i thought so like me at a few of you may have also taken wrong turns and fallen in love with the wrong person maybe even your boss unlike me though your boss probably wasn't the president of the united states of america of course life is full of surprises not a day goes by that i'm not reminded of my mistake and i regret that mistake deeply in after having been swept up into an improbable romance i was then swept up into the eye of a political legal and media maelstrom like we had never seen before remember just a few years earlier news was consumed from just three places reading a newspaper or magazine listening to the radio or watching television that was it but that wasn't my fate
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another beautifully designed new building ruined by the sound of a common wall light switch it's fine during the day when the main rooms are flooded with sunlight but at dusk everything changes the architect spent hundreds of hours designing the burnished brass for his new office tower and then left it to a contractor to install these switches behind them we know instinctively where to reach when we enter a dark room we automatically throw the little nub of plastic upward but the sound we are greeted with as the room is bathed in the simulated glow of late afternoon light recalls to mind a dirty men's room in the rear of a greek coffee shop
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today these improvements seem somehow the click is the modern triumphal clarion proceeding us through life announcing our entry into every room the sound made flicking a wall switch off is of a completely different nature it has a deep melancholy ring children don't like it it's why they leave lights on around the house
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so buried in signage are these structures that it often takes a moment to distinguish the modern specially constructed taxpayer from its neighbor the small commercial building from an earlier century whose upper floors have been sealed and whose space now functions as a taxpayer the few surfaces not covered by signs are often clad in a distinctive dark green gray aluminum siding take out sandwich shops film processing drop offs peep shows and necktie stores now these provisional structures have in some cases remained standing for the better part of a human lifetime the temporary building is a triumph of modern industrial organization a healthy of the urge to build and proof that not every architectural idea need be set in stone that's the end
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we have fading memories of that provisional temple erected each time an adult sat down on a crowded bus there was always a lap to sit on it is children and teenage girls who are most keenly aware of its architectural beauty they understand the structural integrity of a deep avuncular lap as compared to the shaky arrangement of a neurotic niece in high heels the relationship between the lap and its owner is direct and intimate i envision a residential high rise a reason to consider the mental health of any architect before granting an important commission the bathrooms and kitchens will of course have no windows the lap of luxury is an architectural construct of childhood which we seek in vain as adults to employ that's the end
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pears dried in the form of genital organs apricot halves like the ears of in the unsold stock was purchased by maurice a wealthy prune juice bottler and consolidated to form the core collection as an art form it lies somewhere between still life painting and plumbing upon his death in a quarter of the items were sold off for compote to a high class hotel restaurant
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the next story is called in praise of the taxpayer that so many of the city's most venerable taxpayers have survived yet another commercial building boom is cause for celebration these one or two story structures designed to yield only enough income to cover the taxes on the land on which they stand were not meant to be permanent buildings yet for one reason or another they have confounded the efforts of developers to be combined into lots suitable for high rise construction although they make no claim to architectural beauty they are in their perfect a delightful alternative to the large scale structures that might someday take their place the most perfect examples occupy corner lots
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and the next story is called on the human lap for the ancient egyptians the lap was a platform upon which to place the earthly possessions of the dead from foot to knee it was not until the century that an italian painter recognized the lap as a grecian temple upholstered in flesh and cloth over the next years we see the infant christ go from a sitting to a standing position on the virgin's lap and then back again every child recapitulates this ascension straddling one or both legs sitting sideways or leaning against the body from there to the modern dummy is but a brief moment in history
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from there to the modern dummy is but a brief moment in history you were late for school again this morning the must first make us believe that a small boy is sitting on his lap the illusion of speech follows incidentally what have you got to say for yourself jimmy as adults we admire the lap from a nostalgic distance we have fading memories of that provisional temple erected each time an adult sat down on a crowded bus there was always a lap to sit on
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but this is just a primitive beginning even siri is just a passive tool in fact for the last three half million years the tools that we've had have been completely passive they do exactly what we tell them and nothing more our very first tool only cut where we struck it the chisel only carves where the artist points it and even our most advanced tools do nothing without our explicit direction in fact to date and this is something that frustrates me we've always been limited by this need to manually push our wills into our tools like manual literally using our hands even with computers but i'm more like scotty in star trek
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i want to have a conversation with a computer i want to say computer let's design a car and the computer shows me a car and i say no more fast looking and less german and bang the computer shows me an option
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give you an example in the case of this aerial drone chassis all you would need to do is tell it something like it has four propellers you want it to be as lightweight as possible and you need it to be aerodynamically efficient then what the computer does is it explores the entire solution space every single possibility that solves and meets your criteria millions of them it takes big computers to do this but it comes back to us with designs that we by ourselves never could've imagined and the computer's coming up with this stuff all by itself no one ever drew anything and it started completely from scratch and by the way it's no accident that the drone body looks just like the pelvis of a flying squirrel
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we've been working with airbus for a couple of years on this concept plane for the future it's a ways out still but just recently we used a generative design ai to come up with this this is a printed cabin partition that's been designed by a computer it's stronger than the original yet half the weight and it will be flying in the airbus later this year so computers can now generate they can come up with their own solutions to our well defined problems but they're not intuitive they still have to start from scratch every single time and that's because they never learn unlike maggie
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watson beats these two humans at jeopardy which is much harder for a computer to play than chess is in fact rather than working from recipes watson had to use reasoning to overcome his human opponents and then a couple of weeks ago beats the world's best human at go which is the most difficult game that we have in fact in go there are more possible moves than there are atoms in the universe so in order to win what had to do was develop intuition and in fact at some points programmers didn't understand why was doing what it was doing and things are moving really fast i mean consider in the space of a human lifetime computers have gone from a child's game to what's recognized as the pinnacle of strategic thought what's basically happening is computers are going from being like spock to being a lot more like kirk
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so what about making all of this crazy new stuff that we're going to invent and design i think the era of human augmentation is as much about the physical world as it is about the virtual intellectual realm how will technology augment us in the physical world robotic systems ok there's certainly a fear that robots are going to take jobs away from humans and that is true in certain sectors but i'm much more interested in this idea that humans and robots working together are going to augment each other and start to inhabit a new space this is our applied research lab in san francisco where one of our areas of focus is advanced robotics specifically human robot collaboration and this is bishop one of our robots as an experiment we set it up to help a person working in construction doing repetitive tasks tasks like cutting out holes for outlets or light switches in drywall
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so as computers are going to augment our ability to imagine and design new stuff robotic systems are going to help us build and make things that we've never been able to make before but what about our ability to sense and control these things what about a nervous system for the things that we make our nervous system the human nervous system tells us everything that's going on around us but the nervous system of the things we make is rudimentary at best for instance a car doesn't tell the city's public works department that it just hit a pothole at the corner of broadway and morrison a building doesn't tell its designers whether or not the people inside like being there and the toy manufacturer doesn't know if a toy is actually being played with how and where and whether or not it's any fun look i'm sure that the designers imagined this lifestyle for barbie when they designed her
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entrepreneurs artists or maybe you just have a really big imagination show of hands that's most of you i have some news for us over the course of the next years more will change around the way we do our work than has happened in the last
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actually smarter than our most advanced design tools what do i mean by that if her owner picks up that leash maggie knows with a fair degree of certainty it's time to go for a walk and how did she learn well every time the owner picked up the leash they went for a walk and maggie did three things she had to pay attention she had to remember what happened and she had to retain and create a pattern in her mind
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interestingly that's exactly what computer scientists have been trying to get ais to do for the last or so years back in they built this computer that could play tic big deal then years later in deep blue beats kasparov at chess watson beats these two humans at jeopardy which is much harder for a computer to play than chess is in fact rather than working from recipes watson had to use reasoning to overcome his human opponents and then a couple of weeks ago beats the world's best human at go which is the most difficult game that we have
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the goal of this project which we called the hive was to prototype the experience of humans computers and robots all working together to solve a highly complex design problem the humans acted as labor they cruised around the construction site they manipulated the bamboo which by the way because it's a non material is super hard for robots to deal with but then the robots did this fiber winding which was almost impossible for a human to do and then we had an ai that was controlling everything it was telling the humans what to do telling the robots what to do and keeping track of thousands of individual components what's interesting is building this pavilion was simply not possible without human robot and ai augmenting each other ok i'll share one more project this one's a little bit crazy
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i think we're going to see a world where we're moving from things that are fabricated to things that are farmed where we're moving from things that are constructed to that which is grown we're going to move from being isolated to being connected and we'll move away from extraction to embrace i also think we'll shift from craving obedience from our things to valuing autonomy thanks to our augmented capabilities our world is going to change dramatically we're going to have a world with more variety more more dynamism more complexity more adaptability and of course more beauty
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somehow these sounds represent the word and the concept how does this happen there's something amazing going on about representing stuff so i want to talk about that magic that happens when we actually represent something here you see just lines with different widths they stand for numbers for a particular book and i can actually recommend this book it's a very nice book
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are all nice representations but i want to go a little bit further and just play more with this number here you see two circles i'm going to rotate them like this observe the upper left one it goes a little bit faster right you can see this it actually goes exactly four thirds as fast that means that when it goes around four times the other one goes around three times now let's make two lines and draw this dot where the lines meet we get this dot dancing around
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the sound of four thirds what i'm doing now i'm changing my perspective i'm just viewing a number from another perspective i can even do this with rhythms right i can take a rhythm and play three beats at one time in a period of time and i can play another sound four times in that same space sounds kind of boring but listen to them together
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so my day definition of mathematics that i use every day is the following first of all it's about finding patterns and by pattern i mean a connection a structure some regularity some rules that govern what we see second of all i think it is about representing these patterns with a language we make up language if we don't have it and in mathematics this is essential it's also about making assumptions and playing around with these assumptions and just seeing what happens we're going to do that very soon and finally it's about doing cool stuff mathematics enables us to do so many things so let's have a look at these patterns
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this is a language we made up for the patterns of tie knots and a half windsor is all that this is a mathematics book about tying shoelaces at the university level because there are patterns in shoelaces you can do it in so many different ways we can analyze it we can make up languages for it and representations are all over mathematics this is notation from he invented a language for patterns in nature when we throw something up in the air it falls down
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and representations are all over mathematics this is notation from he invented a language for patterns in nature when we throw something up in the air it falls down why we're not sure but we can represent this with mathematics in a pattern this is also a pattern this is also an invented language can you guess for what it is actually a notation system for dancing for tap dancing that enables him as a choreographer to do cool stuff to do new things because he has represented it
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but let's move on to stage two now stage one you'll notice says in effect life sucks so this other book that steve mentioned that just came out called the three laws of performance my colleague steve and i argue that as people see the world so they behave well if people see the world in such a way that life sucks then their behavior will follow automatically from that it will be despairing hostility they'll do whatever it takes to survive even if that means undermining other people now my birthday is coming up shortly and my driver's license expires and the reason that that's relevant is that very soon i will be walking into what we call a stage two tribe which looks like this
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now when we go on to stage three this is the one that hits closest to home for many of us because it is in stage three that many of us move and we park and we stay stage three says i'm great and you're not
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and there were even some polls that were saying she was going to go all the way but when we talked to people it appeared that a funnel effect had happened in these tribes all across the united states now what is a tribe a tribe is a group of about so kind of more than a team to about people and it's within these tribes that all of our work gets done but not just work it's within these tribes that societies get built that important things happen and so as we surveyed the if you will representatives from various tribal councils that met also known as super bowl parties we sent the following email off to newspaper editors the following day february we posted it on our website this was before super tuesday
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february we posted it on our website this was before super tuesday we said the tribes that we're in are saying it's going to be now the reason we knew that was because we spent the previous years studying tribes studying these naturally occurring groups all of you are members of tribes in walking around at the break many of you had met members of your tribe and you were talking to them and many of you were doing what great if you will tribal leaders do which is to find someone who is a member of a tribe and to find someone else who is another member of a different tribe and make introductions that is in fact what great tribal leaders do
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i am failing as a woman i am failing as a feminist i have passionate opinions about gender equality but i worry that to freely accept the label of feminist would not be fair to good feminists i'm a feminist but i'm a rather bad one oh so i call myself a bad feminist or at least i wrote an essay and then i wrote a book called bad feminist and then in interviews people started calling me the bad feminist
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so what started as a bit of an inside joke with myself and a willful provocation has become a thing let me take a step back when i was younger mostly in my teens and i had strange ideas about feminists as hairy angry man hating sex hating women as if those are bad things
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some of my transgressions are more flagrant if a woman wants to take her husband's name that is her choice and it is not my place to judge if a woman chooses to stay home to raise her children i embrace that choice too the problem is not that she makes herself economically vulnerable in that choice the problem is that our society is set up to make women economically vulnerable when they choose let's deal with that i reject the mainstream feminism that has historically ignored or deflected the needs of women of color working class women queer women and women in favor of supporting white and upper class straight women listen if that's good feminism i am a very bad feminist
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back then i worried about the tone people used when suggesting i might be a feminist the feminist label was an accusation it was an f word and not a nice one i was labeled a woman who doesn't play by the rules who expects too much who thinks far too highly of myself by daring to believe i'm equal superior to a man you don't want to be that rebel woman until you realize that you very much are that woman and cannot imagine being anyone else as i got older i began to accept that i am indeed a feminist and a proud one i hold certain truths to be self evident women are equal to men
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got older i began to accept that i am indeed a feminist and a proud one i hold certain truths to be self evident women are equal to men we deserve equal pay for equal work we have the right to move through the world as we choose free from harassment or violence we have the right to easy affordable access to birth control and reproductive services we have the right to make choices about our bodies free from legislative oversight or evangelical doctrine we have the right to respect there's more when we talk about the needs of women we have to consider the other identities we inhabit
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through writing and feminism i also found that if i was a little bit brave another woman might hear me and see me and recognize that none of us are the nothing the world tries to tell us we are in one hand i hold the power to accomplish anything and in my other i hold the humbling reality that i am just one woman i am a bad feminist i am a good woman i am trying to become better in how i think and what i say and what i do without abandoning everything that makes me human i hope that we can all do the same i hope that we can all be a little bit brave when we most need such bravery
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i'm here today to talk about the two ideas that at least based on my observations at khan academy are kind of the core or the key leverage points for learning and it's the idea of mastery and the idea of mindset i saw this in the early days working with my cousins a lot of them were having trouble with math at first because they had all of these gaps accumulated in their learning and because of that at some point they got to an algebra class and they might have been a little bit shaky on some of the pre algebra and because of that they thought they didn't have the math gene or they'd get to a calculus class and they'd be a little bit shaky on the algebra i saw it in the early days when i was some of those videos on and i realized that people who were not my cousins were watching
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at first those comments were just simple thank i thought that was a pretty big deal i don't know how much time you all spend on most of the comments are not thank you
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it might be logarithms or negative exponents and that process continues and you immediately start to realize how strange this is i didn't know percent of the more foundational thing and now i'm being pushed to the more advanced thing and this will continue for months years all the way until at some point i might be in an algebra class or class and i hit a wall and it's not because algebra is fundamentally difficult or because the student isn't bright it's because i'm seeing an equation and they're dealing with exponents and that percent that i didn't know is showing up and then i start to disengage to appreciate how absurd that is imagine if we did other things in our life that way say home building
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so we bring in the contractor and say we were told we have two weeks to build a foundation do what you can
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so they do what they can maybe it rains maybe some of the supplies don't show up and two weeks later the inspector comes looks around says ok the concrete is still wet right over there that part's not quite up to code i'll give it an percent
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by the time they got to algebra they had so many gaps in their knowledge they couldn't engage with it they thought they didn't have the math gene but when they were a bit older they took a little agency and decided to engage
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it's the way you learn a musical instrument you practice the basic piece over and over again and only when you've mastered it you go on to the more advanced one but what we point out this is not the way a traditional academic model is structured the type of academic model that most of us grew up in in a traditional academic model we group students together usually by age and around middle school by age and perceived ability and we shepherd them all together at the same pace
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second floor third floor and all of a sudden while you're building the third floor the whole structure collapses and if your reaction is the reaction you typically have in education or that a lot of folks have you might say maybe we had a bad contractor or maybe we needed better inspection or more frequent inspection but what was really broken was the process
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and it's important to realize that not only will this make the student learn their exponents better but it'll reinforce the right mindset muscles it makes them realize that if you got percent wrong on something it doesn't mean that you have a c branded in your somehow it means that you should just keep working on it
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it would have to be personalized you'd have to have private tutors and worksheets for every student and these aren't new ideas there were experiments in winnetka illinois years ago where they did mastery based learning and saw great results but they said it wouldn't scale because it was logistically difficult the teacher had to give different worksheets to every student give on demand assessments
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life was pretty good was a great year under clear blue skies in july in the wine region of ontario i got married surrounded by family and friends was a great year i graduated from school and i went on a road trip with two of my closest friends here's a picture of me and my friend chris on the coast of the pacific ocean we actually saw seals out of our car window and we pulled over to take a quick picture of them and then blocked them with our giant heads
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on a sunday night we talked about the tv show we watched that evening and monday morning i found out that he disappeared very sadly he took his own life and it was a really heavy time and as these dark clouds were circling me and i was finding it really really difficult to think of anything good i said to myself that i really needed a way to focus on the positive somehow so i came home from work one night and i logged onto the computer and i started up a tiny website called com i was trying to remind myself of the simple universal little pleasures that we all love but we just don't talk about enough things like waiters and waitresses who bring you free refills without asking being the first table to get called up to the dinner buffet at a wedding wearing warm underwear from just out of the dryer or when cashiers open up a new check out lane at the grocery store and you get to be first in line even if you were last at the other line swoop right in there
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and slowly over time i started putting myself in a better mood i mean are started a day and so my was just one of those and nobody read it except for my mom although i should say that my traffic did skyrocket and go up by percent when she forwarded it to my dad
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roosevelt grier or rosey grier as people used to call him grew up and grew into a six linebacker in the he's number in the picture here he is pictured with the fearsome foursome these were four guys on the l a rams in the you did not want to go up against they were tough football players doing what they love which was crushing skulls and separating shoulders on the football field but rosey grier also had another passion in his deeply authentic self he also loved needlepoint
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he said that it calmed him down it relaxed him it took away his fear of flying and helped him meet chicks that's what he said i mean he loved it so much that after he retired from the he started joining clubs and he even put out a book called rosey grier's needlepoint for men
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i'd like to pause my for about seconds right now because you don't get many opportunities in life to do something like this and my parents are sitting in the front row so i wanted to ask them to if they don't mind stand up and i just wanted to say thank you to you guys when i was growing up my dad used to love telling the story of his first day in canada and it's a great story because what happened was he got off the plane at the toronto airport and he was welcomed by a non profit group which i'm sure someone in this room runs
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and my dad says he got off the plane and he went to this lunch and there was this huge spread there was bread there was those little mini dill pickles there was olives those little white onions there was rolled up turkey cold cuts rolled up ham cold cuts rolled up roast beef cold cuts and little cubes of cheese there was tuna salad sandwiches and egg salad sandwiches and salmon salad sandwiches there was lasagna there was there was brownies there was butter tarts and there was pies lots and lots of pies and when my dad tells the story he says the craziest thing was i'd never seen any of that before except bread
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they settled in a shady suburb about an hour east of toronto and they settled into a new life they saw their first dentist they ate their first hamburger and they had their first kids
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my marriage wasn't going well and we just were growing further and further apart one day my wife came home from work and summoned the courage through a lot of tears to have a very honest conversation and she said i don't love you anymore and it was one of the most painful things i'd ever heard and certainly the most heartbreaking thing i'd ever heard until only a month later when i heard something even more heartbreaking my friend chris who i just showed you a picture of had been battling mental illness for some time and for those of you whose lives have been touched by mental illness you know how challenging it can be i spoke to him on the phone at p m on a sunday night we talked about the tv show we watched that evening
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over the last few years i haven't had that much time to really think but lately i have had the opportunity to take a step back and ask myself what is it over the last few years that helped me grow my website but also grow myself and i've summarized those things for me personally as three as they are attitude awareness and authenticity i'd love to just talk about each one briefly so attitude look we're all going to get lumps and we're all going to get bumps none of us can predict the future but we do know one thing about it and that's that it ain't gonna go according to plan we will all have high highs and big days and proud moments of smiles on graduation stages father daughter dances at weddings and healthy babies screeching in the delivery room but between those high highs we may also have some lumps and some bumps too it's sad and it's not pleasant to talk about but your husband might leave you your girlfriend could cheat your headaches might be more serious than you thought or your dog could get hit by a car on the street it's not a happy thought but your kids could get mixed up in gangs or bad scenes
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it's sad and it's not pleasant to talk about but your husband might leave you your girlfriend could cheat your headaches might be more serious than you thought or your dog could get hit by a car on the street it's not a happy thought but your kids could get mixed up in gangs or bad scenes your mom could get cancer your dad could get mean and there are times in life when you will be tossed in the well too with twists in your stomach and with holes in your heart and when that bad news washes over you and when that pain sponges and soaks in i just really hope you feel like you've always got two choices one you can swirl and twirl and gloom and doom forever or two you can grieve and then face the future with newly sober eyes having a great attitude is about choosing option number two and choosing no matter how difficult it is no matter what pain hits you choosing to move forward and move on and take baby steps into the future the second a is awareness i love hanging out with three year olds i love the way that they see the world because they're seeing the world for the first time
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i love hanging out with three year olds i love the way that they see the world because they're seeing the world for the first time i love the way that they can stare at a bug crossing the sidewalk i love the way that they'll stare slack jawed at their first baseball game with wide eyes and a mitt on their hand soaking in the crack of the bat and the crunch of the peanuts and the smell of the hotdogs i love the way that they'll spend hours picking dandelions in the backyard and putting them into a nice centerpiece for thanksgiving dinner i love the way that they see the world because they're seeing the world for the first time having a sense of awareness is just about embracing your inner three year old because you all used to be three years old that three boy is still part of you
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because you all used to be three years old that three boy is still part of you that three girl is still part of you they're in there and being aware is just about remembering that you saw everything you've seen for the first time once too so there was a time when it was your first time ever hitting a string of green lights on the way home from work there was the first time you walked by the open door of a bakery and smelt the bakery air or the first time you pulled a bill out of your old jacket pocket and said found money the last a is authenticity and for this one i want to tell you a quick story
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you go places you've dreamt about and you end you end up following your heart and feeling very fulfilled
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i have spent the past few years putting myself into situations that are usually very difficult and at the same time somewhat dangerous i went to prison difficult i worked in a coal mine dangerous i filmed in war zones difficult and dangerous and i spent days eating nothing but this fun in the beginning little difficult in the middle very dangerous in the end in fact most of my career i've been myself into seemingly horrible situations for the whole goal of trying to examine societal issues in a way that make them engaging that make them interesting that hopefully break them down in a way that make them entertaining and accessible to an audience so when i knew i was coming here to do a ted talk that was going to look at the world of branding and sponsorship i knew i would want to do something a little different so as some of you may or may not have heard a couple weeks ago i took out an ad on i sent out some messages some messages and i gave people the opportunity to buy the naming rights to my ted talk
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so what you were getting was this your name here presents my ted talk that you have no idea what the subject is and depending on the content could ultimately blow up in your face especially if i make you or your company look stupid for doing it but that being said it's a very good media opportunity
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if you'd have asked me that a year ago i wouldn't have been able to tell you that with any certainty but in the new project that i'm working on my new film we examine the world of marketing advertising and as i said earlier i put myself in some pretty horrible situations over the years but nothing could prepare me nothing could ready me for anything as difficult or as dangerous as going into the rooms with these guys
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so i like the way you roll sergey brin no
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you see we hear a lot about transparency these days our politicians say it our president says it even our say it but suddenly when it comes down to becoming a reality something suddenly changes but why well transparency is scary like that odd still screaming bear
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we are a smaller brand much like you talked about being a smaller movie we're very much a challenger brand so we don't have the budgets that other brands have so doing things like this you know remind people about ban is kind of why were interested in it what are the words that you would use to describe ban ban is blank that's a great question
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my brand is fedex because i deliver the goods failed writer alcoholic brand is that something i'm a lawyer brand i'm tom well we can't all be brand tom but i do often find myself at the intersection of dark glamor and casual fly
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always believe is that if you take chances if you take risks that in those risks will come opportunity i believe that when you push people away from that you're pushing them more towards failure i believe that when you train your employees to be risk averse then you're preparing your whole company to be reward challenged i feel like that what has to happen moving forward is we need to encourage people to take risks we need to encourage people to not be afraid of opportunities that may scare them ultimately moving forward i think we have to embrace fear we've got to put that bear in a cage
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today more than ever a little honesty is going to go a long way and that being said through honesty and transparency my entire talk embrace transparency has been brought to you by my good friends at who for bought the naming rights on turning big data into big opportunity for organizations all over the world presents embrace transparency thank you very much guys so morgan in the name of transparency what exactly happened to that ms that is a fantastic question i have in my pocket a check made out to the parent organization to the ted organization the sapling foundation a check for to be applied toward my attendance for next year's ted
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want to do is make a film all about product placement marketing and advertising where the entire film is funded by product placement marketing and advertising so the movie will be called the greatest movie ever sold so what happens in the greatest movie ever sold is that everything from top to bottom from start to finish is branded from beginning to end from the above sponsor that you'll see in the movie which is brand x now this brand the qualcomm stadium the staples center these people will be married to the film in perpetuity forever and so the film explores this whole idea michael kassan it's redundant it's what it's redundant
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these people will be married to the film in perpetuity forever and so the film explores this whole idea michael kassan it's redundant it's what it's redundant in perpetuity forever i'm a redundant person i'm just saying that was more for emphasis it was in perpetuity forever
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but not only are we going to have the brand x title sponsor but we're going to make sure we sell out every category we can in the film so maybe we sell a shoe and it becomes the greatest shoe you ever wore the greatest car you ever drove from the greatest movie ever sold the greatest drink you've ever had courtesy of the greatest movie ever sold xavier so the idea is beyond just showing that brands are a part of your life but actually get them to finance the film ms get them to finance the film and actually we show the whole process of how does it work the goal of this whole film is transparency you're going to see the whole thing take place in this movie
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when you look at the people you deal with we've got some places we can go ms okay
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none of them wanted anything to do with this movie i was amazed they wanted absolutely nothing to do with this project
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there's your story there's my story and there's the real story now you see with this film we wanted to tell the real story but with only one company one agency willing to help me and that's only because i knew john bond and richard kirshenbaum for years i realized that i would have to go on my own i'd have to cut out the middleman and go to the companies myself with all of my team
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who make great big giant hollywood films and i have friends who make little independent films like i make and the friends of mine who make big giant hollywood movies say the reason their films are so successful is because of the brand partners that they have and then my friends who make small independent films say well how are we supposed to compete with these big giant hollywood movies and the movie is called the greatest movie ever sold so how specifically will we see ban in the film any time i'm ready to go any time i open up my medicine cabinet you will see ban deodorant while anytime i do an interview with someone i can say are you fresh enough for this interview are you ready you look a little nervous i want to help you calm down so maybe you should put some one before the interview so we'll offer one of these fabulous scents whether it's a floral fusion or a paradise winds they'll have their chance
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i think fresh is a great word that really spins this category into the positive versus fights odor and wetness it keeps you fresh how do we keep you fresher longer better freshness more freshness three times fresher
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it was a smell that natalia recognized from cutting up skulls in her gross anatomy lab collagen collagen is what gives structure to our bones and usually after so many years it breaks down but in this case the arctic had acted like a natural freezer and preserved it then a year or two later natalia was at a conference in bristol and she saw that a colleague of hers named mike buckley was this new process that he called collagen fingerprinting it turns out that different species have slightly different structures of collagen so if you get a collagen profile of an unknown bone you can compare it to those of known species and who knows maybe you get a match so she shipped him one of the fragments fedex yeah you want to track it it's kind of important
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and i'm thinking what that's amazing if it's true so they tested a bunch of the fragments and they got the same result for each one however based on the size of the bone that they found it meant that this camel was percent larger than modern day camels so this camel would have been about nine feet tall weighed around a ton yeah natalia had found a giant arctic camel
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so this is a story about how we know what we know it's a story about this woman natalia she's a which means she specializes in digging up really old dead stuff natalia yeah i had someone call me dr dead things and i think she's particularly interesting because of where she digs that stuff up way above the arctic circle in the remote canadian tundra now one summer day in she was at a dig site called the leaf bed which is less than degrees latitude away from the magnetic north pole
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it was just lying on the surface and at first she thought it was just a splinter of wood because that's the sort of thing people had found at the leaf bed before prehistoric plant parts but that night back at camp i get out the hand lens i'm looking a little bit more closely and realizing it doesn't quite look like this has tree rings
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now i'm not the first person to tell this story others have told it as a way to marvel at evolutionary biology or as a keyhole into the future of climate change but i love it for a totally different reason for me it's a story about us about how we see the world and about how that changes so i was trained as a historian and i've learned that actually a lot of scientists are historians too they make sense of the past they tell the history of our universe of our planet of life on this planet
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we make up stories and we stick with it like the camel in the desert right that's a great story it's totally adapted for that clearly it always lived there but at any moment you could uncover some tiny bit of evidence you could learn some tiny thing that forces you to everything you thought you knew
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so here it is huh that's not so good is it there's nothing particularly radical or revolutionary about a patch of grass what starts to get interesting is when we turn it into this now i would like to suggest to you all that gardening is a subversive activity
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think about this food is a form of energy it's what our body runs on but it's also a form of power and when we encourage people to grow some of their own food we're encouraging them to take power into their hands power over their diet power over their health and some power over their pocketbooks so i think that's quite subversive because we're also necessarily talking about taking that power away from someone else from other actors in society that currently have power over food and health you can think about who those actors might be i also look at gardening as a sort of healthy gateway drug you might say to other forms of food freedom it's not long after you plant a garden that you start to say hey i need to start to learn how to cook
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or i might want to look up where my local farmer's market is located in my town now the other thing of course with planting a garden especially a garden in front of a white house and on a sunny south lawn is you never know who you might influence
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i understand that she's just in a completely different league there and i'm not even trying to compete but she's really inspired me to think much more boldly about the role that i want to have in the garden movement and so this is sort of what i'm aspiring to here
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i like this picture i think it sort of captures me well not that i have any divine connections whatsoever but i like my facial expression there because if i've got a worried look on my face it's not simply because i've got pounds of squash over my head but it's because i've got some pretty heavy topics on my mind and i want to share some of those with you right now starting off in the form of a very short video i've produced for you which is my best effort to sum up the history of gastronomy in about seconds
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also going to need to grow more food with less time now here i'm not simply talking about the ticking time bomb that is the global population i'm talking about the amount of time we all have in order to put a decent meal on the table and that figure there is not something arbitrary that's the average amount of time the american family spends preparing eating and cleaning up after meals per day minutes so somewhere in there we're going to need to also fit in growing food alright and i think we do need to do that but that's also going to mean that somewhere along the way something's going to have to give so it sort of leaves us feeling like this
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another important message is this one gardens grow healthy kids and families those happen to be my two youngest sons and they look healthy and they are healthy and i think it has to do with the fact that they grew up in gardens and they know where good food comes from and in fact they know how to grow some of it themselves but in the current economy i think it's key to get this message out that gardens also grow important economic savings for families and you can pretty much take my word on this one because in addition to crunching the vegetables a couple of years ago my wife and i also crunched the numbers and we found out that at the end we had saved well over dollars by growing our own food so you could be asking this question now if gardens grow all of these great things how do we grow more gardens that's in fact the question that my organization kitchen gardens international is both asking and answering and our answer is essentially this one we're going to need to leverage the resources and power that we have the gardens and gardeners that we have in order to grow and inspire even more and as i said before you never know who you might inspire
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we need a road map and i picked this slide for a reason we've got a bike garden on the left and a map of the netherlands on the right i was in the netherlands early this year and was absolutely amazed by the amount of bikes on the road percent of all trips taken in the netherlands are by bicycle and it's gotten me thinking how do we get that happening in terms of food and gardens how would we get percent of all produce coming from backyard gardens that might sound like a lot because we're probably at about two percent at the most right now but if you take into consideration that at the peak of the victory garden movement last century percent of all produce was coming from gardens we can get there again and i think this is a really good start the white house garden is certainly very inspirational that's actually sort of a snapshot of what the garden looked like when it was planted earlier this spring lots of diversity lots of healthy crops however this is not a good representation of our federal agriculture policy
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it was planted by a woman a mother of four and she nearly faced a jail sentence because she planted it in her front yard we still have laws from the century we need to bring our codes up to the realities that we are facing now we need to figure out also new ways of getting people into gardens people who don't have yards i think we also need to set garden free and i'm happy to say as a mainer that we are leading the way in this area earlier this year a number of maine towns passed local food sovereignty laws that allow town residents to not only grow food where they want to grow it but to also sell it the way they want to sell it and to the people they want to sell it to i think that's an incentive there are a lot of gardeners out there that would be interested in scaling up their production if they could if they had a financial incentive i also think that we need to examine the composition of the movement right now
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in fact my plot can only work if i share it with as many people as possible so i'm going to share it with you now but you have to promise me you're going to share it in turn
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over million people right now are affected by it that's three times the population of the united states
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