[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:03.14,0:00:05.02,Default,,0000,0000,0000,,You need to tell a story.
Dialogue: 0,0:00:06.10,0:00:08.89,Default,,0000,0000,0000,,Most people particularly into technology
Dialogue: 0,0:00:09.02,0:00:10.89,Default,,0000,0000,0000,,are horrible at telling stories
Dialogue: 0,0:00:11.06,0:00:12.60,Default,,0000,0000,0000,,You need to tell a story.
Dialogue: 0,0:00:13.10,0:00:14.97,Default,,0000,0000,0000,,Why did you start eBay?
Dialogue: 0,0:00:15.30,0:00:16.67,Default,,0000,0000,0000,,Why did you start Google?
Dialogue: 0,0:00:16.93,0:00:17.97,Default,,0000,0000,0000,,Why did you start Apple?
Dialogue: 0,0:00:18.21,0:00:21.35,Default,,0000,0000,0000,,You can even make up the story, after the fact
Dialogue: 0,0:00:22.56,0:00:24.92,Default,,0000,0000,0000,,One of the great legends of Silicon valley
Dialogue: 0,0:00:25.20,0:00:27.63,Default,,0000,0000,0000,,is that eBay was because of
Dialogue: 0,0:00:27.87,0:00:30.38,Default,,0000,0000,0000,,Pierre Omidyars' girlfriend wanted to sell
Dialogue: 0,0:00:30.42,0:00:31.44,Default,,0000,0000,0000,,pez dispensers.
Dialogue: 0,0:00:31.97,0:00:34.52,Default,,0000,0000,0000,,Okay. The truth is that he really wanted to
Dialogue: 0,0:00:34.66,0:00:38.01,Default,,0000,0000,0000,,create a perfect market where demand and
Dialogue: 0,0:00:38.10,0:00:40.63,Default,,0000,0000,0000,,supply cross each other. The perfect market
Dialogue: 0,0:00:40.81,0:00:43.20,Default,,0000,0000,0000,,And to have a perfect market, you need to
Dialogue: 0,0:00:43.25,0:00:44.60,Default,,0000,0000,0000,,eliminate geography.
Dialogue: 0,0:00:45.04,0:00:46.80,Default,,0000,0000,0000,,The story of the pez dispenser
Dialogue: 0,0:00:46.86,0:00:48.39,Default,,0000,0000,0000,,is after the fact.
Dialogue: 0,0:00:48.47,0:00:50.58,Default,,0000,0000,0000,,Now, I'm not encouraging you to lie
Dialogue: 0,0:00:51.23,0:00:53.12,Default,,0000,0000,0000,,but I am telling you a story is
Dialogue: 0,0:00:53.30,0:00:56.22,Default,,0000,0000,0000,,-much more powerful when you launch.
Dialogue: 0,0:00:56.50,0:00:58.86,Default,,0000,0000,0000,,Why you two in a garage knew there was a
Dialogue: 0,0:00:58.89,0:01:00.41,Default,,0000,0000,0000,,-better way to search.
Dialogue: 0,0:01:00.64,0:01:02.86,Default,,0000,0000,0000,,Or you wanted to bring personal computers
Dialogue: 0,0:01:02.94,0:01:04.08,Default,,0000,0000,0000,,-to more people.
Dialogue: 0,0:01:04.15,0:01:06.54,Default,,0000,0000,0000,,Or you wanted a place where people could
Dialogue: 0,0:01:06.55,0:01:08.98,Default,,0000,0000,0000,,upload videos of people dropping menthos
Dialogue: 0,0:01:08.100,0:01:10.16,Default,,0000,0000,0000,,into Diet Coke.
Dialogue: 0,0:01:10.22,0:01:11.26,Default,,0000,0000,0000,,(laughter)
Dialogue: 0,0:01:11.30,0:01:13.89,Default,,0000,0000,0000,,Whatever it is, tell a story
Dialogue: 0,0:01:14.88,0:01:16.21,Default,,0000,0000,0000,,The next thing is
Dialogue: 0,0:01:16.31,0:01:18.02,Default,,0000,0000,0000,,you need to plant many seeds
Dialogue: 0,0:01:18.56,0:01:20.19,Default,,0000,0000,0000,,This is completely contrary
Dialogue: 0,0:01:20.25,0:01:21.33,Default,,0000,0000,0000,,to classic marketing.
Dialogue: 0,0:01:21.39,0:01:23.60,Default,,0000,0000,0000,,Classic marketing is you plant a few seeds,
Dialogue: 0,0:01:24.59,0:01:27.07,Default,,0000,0000,0000,,because you know exactly who is going to
Dialogue: 0,0:01:27.13,0:01:27.96,Default,,0000,0000,0000,,embrace your product
Dialogue: 0,0:01:28.29,0:01:30.63,Default,,0000,0000,0000,,and you water and fertilize just those seeds.
Dialogue: 0,0:01:30.72,0:01:31.48,Default,,0000,0000,0000,,You focus.
Dialogue: 0,0:01:32.22,0:01:34.57,Default,,0000,0000,0000,,I think that's just completely wrong
Dialogue: 0,0:01:34.57,0:01:37.48,Default,,0000,0000,0000,,In the old days, you would focus on
Dialogue: 0,0:01:37.50,0:01:39.72,Default,,0000,0000,0000,,the A-Listers and the top tier journalists.
Dialogue: 0,0:01:40.32,0:01:42.01,Default,,0000,0000,0000,,I.E, Wall Street Journal
Dialogue: 0,0:01:42.68,0:01:43.76,Default,,0000,0000,0000,,New York Times
Dialogue: 0,0:01:43.87,0:01:44.43,Default,,0000,0000,0000,,Business Week
Dialogue: 0,0:01:44.50,0:01:45.76,Default,,0000,0000,0000,,Fortune and Forbes.
Dialogue: 0,0:01:45.91,0:01:48.02,Default,,0000,0000,0000,,What you did is, you sucked up to them
Dialogue: 0,0:01:48.11,0:01:49.64,Default,,0000,0000,0000,,because you hoped in these
Dialogue: 0,0:01:49.67,0:01:51.38,Default,,0000,0000,0000,,great oracles of wisdom and knowledge
Dialogue: 0,0:01:51.45,0:01:52.62,Default,,0000,0000,0000,,would embrace your product
Dialogue: 0,0:01:52.82,0:01:54.03,Default,,0000,0000,0000,,and tell the hoi polloi
Dialogue: 0,0:01:54.20,0:01:56.64,Default,,0000,0000,0000,,and the great unwashed masses to embrace
Dialogue: 0,0:01:56.64,0:01:57.61,Default,,0000,0000,0000,,your product.
Dialogue: 0,0:01:57.70,0:01:59.22,Default,,0000,0000,0000,,Okay, so you sucked up to them.
Dialogue: 0,0:01:59.31,0:02:01.47,Default,,0000,0000,0000,,If you didn't have time to suck up to them,
Dialogue: 0,0:02:01.59,0:02:03.42,Default,,0000,0000,0000,,you hired a PR firm and paid them
Dialogue: 0,0:02:03.43,0:02:05.08,Default,,0000,0000,0000,,ten thousand bucks to suck up for you.
Dialogue: 0,0:02:05.31,0:02:07.51,Default,,0000,0000,0000,,Then, the PR firm would hire an
Dialogue: 0,0:02:07.51,0:02:09.46,Default,,0000,0000,0000,,oriental art history from Wellesley to do the
Dialogue: 0,0:02:09.46,0:02:11.49,Default,,0000,0000,0000,,sucking up for you.
Dialogue: 0,0:02:12.20,0:02:13.85,Default,,0000,0000,0000,,Okay, this doesn't work anymore
Dialogue: 0,0:02:13.91,0:02:15.58,Default,,0000,0000,0000,,because the world has been inverted.
Dialogue: 0,0:02:15.78,0:02:17.04,Default,,0000,0000,0000,,The world has been inverted.
Dialogue: 0,0:02:17.36,0:02:19.83,Default,,0000,0000,0000,,And now, for you to reach critical mass
Dialogue: 0,0:02:19.89,0:02:22.14,Default,,0000,0000,0000,,with a product, it's not because the
Dialogue: 0,0:02:22.19,0:02:24.01,Default,,0000,0000,0000,,Wall Street Journal or the New York Times
Dialogue: 0,0:02:24.02,0:02:25.88,Default,,0000,0000,0000,,blessed your product. It's because
Dialogue: 0,0:02:25.97,0:02:29.73,Default,,0000,0000,0000,,lonelyboy15 embraced your product.
Dialogue: 0,0:02:30.80,0:02:33.94,Default,,0000,0000,0000,,and lonelyboy15 told his twenty friends,
Dialogue: 0,0:02:34.43,0:02:35.87,Default,,0000,0000,0000,,who told their twenty friends,
Dialogue: 0,0:02:36.18,0:02:39.13,Default,,0000,0000,0000,,who eventually told Tiffany517
Dialogue: 0,0:02:39.67,0:02:42.50,Default,,0000,0000,0000,,and lonelygirl to also embrace your product.
Dialogue: 0,0:02:43.08,0:02:45.65,Default,,0000,0000,0000,,And what happens- this is how Twitter
Dialogue: 0,0:02:45.75,0:02:46.96,Default,,0000,0000,0000,,and how Facebook happens.
Dialogue: 0,0:02:47.11,0:02:48.29,Default,,0000,0000,0000,,It's not because the New York Times
Dialogue: 0,0:02:48.33,0:02:49.91,Default,,0000,0000,0000,,saw Facebook, or Twitter
Dialogue: 0,0:02:49.98,0:02:51.86,Default,,0000,0000,0000,,on the first day they launched and said
Dialogue: 0,0:02:52.00,0:02:53.36,Default,,0000,0000,0000,,"Ha ha, we have seen the future
Dialogue: 0,0:02:53.64,0:02:55.17,Default,,0000,0000,0000,,-we know with total certainty some day
Dialogue: 0,0:02:55.37,0:02:57.47,Default,,0000,0000,0000,,Facebook will have more members
Dialogue: 0,0:02:57.96,0:02:59.61,Default,,0000,0000,0000,,than every other country except
Dialogue: 0,0:02:59.61,0:03:01.17,Default,,0000,0000,0000,,China and India.
Dialogue: 0,0:03:02.04,0:03:03.98,Default,,0000,0000,0000,,Show me a New York Times, Business Week,
Dialogue: 0,0:03:03.98,0:03:05.22,Default,,0000,0000,0000,,Fortune, or Forbes article that
Dialogue: 0,0:03:05.22,0:03:08.38,Default,,0000,0000,0000,,predicted the success of Twitter or Facebook.
Dialogue: 0,0:03:08.58,0:03:10.80,Default,,0000,0000,0000,,or Apple! or Yahoo!
Dialogue: 0,0:03:11.06,0:03:13.29,Default,,0000,0000,0000,,Pick any of the success stories, none of them.
Dialogue: 0,0:03:13.66,0:03:15.03,Default,,0000,0000,0000,,So what you need to do
Dialogue: 0,0:03:15.03,0:03:16.37,Default,,0000,0000,0000,,is plant many seeds.