[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:05.58,0:00:09.75,Default,,0000,0000,0000,,I believe life is connected.
Dialogue: 0,0:00:09.77,0:00:14.61,Default,,0000,0000,0000,,I believe people are connected\Nto their social and physical environment,
Dialogue: 0,0:00:14.62,0:00:18.93,Default,,0000,0000,0000,,and I believe mankind\Nis connected to the planet;
Dialogue: 0,0:00:18.93,0:00:23.60,Default,,0000,0000,0000,,but our society has lost\Ntouch of this connection.
Dialogue: 0,0:00:23.60,0:00:28.48,Default,,0000,0000,0000,,We've built a society\Nthat thinks in straight lines:
Dialogue: 0,0:00:28.49,0:00:33.47,Default,,0000,0000,0000,,we buy things, we use things,\Nwe throw them out, period.
Dialogue: 0,0:00:33.47,0:00:37.62,Default,,0000,0000,0000,,We have companies that try to achieve
Dialogue: 0,0:00:37.62,0:00:43.53,Default,,0000,0000,0000,,maximum growth,\Nmaximum profit, maximum efficiency.
Dialogue: 0,0:00:43.92,0:00:47.65,Default,,0000,0000,0000,,Nature works slightly differently.
Dialogue: 0,0:00:47.65,0:00:51.24,Default,,0000,0000,0000,,In nature, when you use something\Nand you throw it out, it rots,
Dialogue: 0,0:00:51.24,0:00:53.74,Default,,0000,0000,0000,,and it becomes a source of new life.
Dialogue: 0,0:00:53.74,0:00:55.80,Default,,0000,0000,0000,,It's a cyclical process.
Dialogue: 0,0:00:55.80,0:00:59.58,Default,,0000,0000,0000,,In nature, there is\Na dynamic balance of species
Dialogue: 0,0:00:59.58,0:01:02.46,Default,,0000,0000,0000,,that are intricately connected\Nto each other,
Dialogue: 0,0:01:02.46,0:01:06.32,Default,,0000,0000,0000,,I believe our future
Dialogue: 0,0:01:09.31,0:01:12.31,Default,,0000,0000,0000,,is based on an integration\Nof these two worlds,
Dialogue: 0,0:01:12.31,0:01:16.31,Default,,0000,0000,0000,,integrating that industrial society\Nwith its natural roots.
Dialogue: 0,0:01:17.25,0:01:20.85,Default,,0000,0000,0000,,So, after I graduated from university
Dialogue: 0,0:01:21.26,0:01:24.98,Default,,0000,0000,0000,,I started making shoes, as you do;
Dialogue: 0,0:01:27.05,0:01:29.03,Default,,0000,0000,0000,,but they weren't just any shoes,
Dialogue: 0,0:01:29.73,0:01:35.51,Default,,0000,0000,0000,,they were the world's first\Nbiodegradable shoes that bloom.
Dialogue: 0,0:01:35.51,0:01:38.61,Default,,0000,0000,0000,,They were shoes that you could wear\Njust like any other shoes,
Dialogue: 0,0:01:38.61,0:01:42.19,Default,,0000,0000,0000,,and once they were worn down,\Nyou could plant them in the ground,
Dialogue: 0,0:01:42.19,0:01:45.54,Default,,0000,0000,0000,,and the seeds that we put inside\Nthe tongue of the shoes could grow
Dialogue: 0,0:01:45.54,0:01:48.03,Default,,0000,0000,0000,,into a beautiful bouquet of wildflowers;
Dialogue: 0,0:01:48.03,0:01:51.89,Default,,0000,0000,0000,,and of course, the shoes\Nwould decompose into the earth.
Dialogue: 0,0:01:53.20,0:01:57.32,Default,,0000,0000,0000,,It was based on a notion\NI had in university
Dialogue: 0,0:01:57.32,0:01:58.77,Default,,0000,0000,0000,,that products can be more
Dialogue: 0,0:01:58.77,0:02:02.83,Default,,0000,0000,0000,,than just perform a function\Nand look a certain way.
Dialogue: 0,0:02:02.83,0:02:08.39,Default,,0000,0000,0000,,They can offer us a new perspective\Non how we see the world.
Dialogue: 0,0:02:08.39,0:02:12.67,Default,,0000,0000,0000,,They can connect us to a bigger reality.
Dialogue: 0,0:02:12.67,0:02:16.07,Default,,0000,0000,0000,,That goes into how we experience products,
Dialogue: 0,0:02:16.07,0:02:19.70,Default,,0000,0000,0000,,and to explain a little bit\Nhow that works,
Dialogue: 0,0:02:19.71,0:02:21.75,Default,,0000,0000,0000,,I'm going to do a little quiz with you.
Dialogue: 0,0:02:21.76,0:02:24.82,Default,,0000,0000,0000,,You don't have to raise your hands\Nor call out any answers;
Dialogue: 0,0:02:24.82,0:02:28.52,Default,,0000,0000,0000,,just play along in your head,\Nand we will see where we end up.
Dialogue: 0,0:02:28.52,0:02:30.79,Default,,0000,0000,0000,,I'm going to show you three axes.
Dialogue: 0,0:02:32.74,0:02:33.87,Default,,0000,0000,0000,,The question is
Dialogue: 0,0:02:33.87,0:02:37.87,Default,,0000,0000,0000,,which is the best axe for cutting wood\Nwhen you look at these three?
Dialogue: 0,0:02:38.58,0:02:43.33,Default,,0000,0000,0000,,Chances are\Nyou probably took the first one.
Dialogue: 0,0:02:43.33,0:02:46.93,Default,,0000,0000,0000,,This is how we experience\Nthe first dimension of product design:
Dialogue: 0,0:02:46.93,0:02:51.35,Default,,0000,0000,0000,,utilitarian function, what does\Nthe product do, how does it do it,
Dialogue: 0,0:02:51.35,0:02:55.35,Default,,0000,0000,0000,,how well does it do it,\Nis it comfortable, is it durable?
Dialogue: 0,0:02:56.45,0:02:57.61,Default,,0000,0000,0000,,Second question:
Dialogue: 0,0:02:58.83,0:03:03.50,Default,,0000,0000,0000,,if you have to divide\Nthese three words between the axes,
Dialogue: 0,0:03:03.50,0:03:06.67,Default,,0000,0000,0000,,which one would you say\Nis aggressive compared to the other ones?
Dialogue: 0,0:03:06.67,0:03:09.17,Default,,0000,0000,0000,,Which one is modest?
Dialogue: 0,0:03:10.50,0:03:13.56,Default,,0000,0000,0000,,I'll give you a little bit of time\Nto make up your mind here.
Dialogue: 0,0:03:15.20,0:03:20.07,Default,,0000,0000,0000,,If you are anything like my friends,\Nyou said something like this:
Dialogue: 0,0:03:20.75,0:03:25.28,Default,,0000,0000,0000,,first one's modest, second's elegant,\Nthe third one looks a little aggressive.
Dialogue: 0,0:03:25.28,0:03:28.94,Default,,0000,0000,0000,,This is how we experience\Nthe emotional attitude of a product,
Dialogue: 0,0:03:28.94,0:03:31.27,Default,,0000,0000,0000,,it's how a product strikes us\Nwhen we see it.
Dialogue: 0,0:03:31.27,0:03:33.60,Default,,0000,0000,0000,,It can be supportive,\Nit can even be arrogant,
Dialogue: 0,0:03:33.60,0:03:36.42,Default,,0000,0000,0000,,it can be tough, it can be cute.
Dialogue: 0,0:03:37.27,0:03:40.03,Default,,0000,0000,0000,,That was the second dimension\Nof product design.
Dialogue: 0,0:03:41.22,0:03:45.63,Default,,0000,0000,0000,,Third question: imagine the person\Nthat would own this axe.
Dialogue: 0,0:03:45.63,0:03:48.10,Default,,0000,0000,0000,,I can already see the images\Nracing in your head,
Dialogue: 0,0:03:48.10,0:03:50.24,Default,,0000,0000,0000,,but I'm going to help you a little bit.
Dialogue: 0,0:03:50.24,0:03:52.04,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:54.07,0:03:56.14,Default,,0000,0000,0000,,Which one goes with which axe?
Dialogue: 0,0:03:58.11,0:04:01.31,Default,,0000,0000,0000,,I put it down like this; is that\Nwhat you had in mind more or less?
Dialogue: 0,0:04:01.31,0:04:03.64,Default,,0000,0000,0000,,I see a lot of people nodding,\Nthat was good.
Dialogue: 0,0:04:03.64,0:04:06.47,Default,,0000,0000,0000,,First one: a regular axeman,\Ncutting his wood;
Dialogue: 0,0:04:06.47,0:04:10.40,Default,,0000,0000,0000,,second person,\Nor the creative type, let's say
Dialogue: 0,0:04:10.40,0:04:12.17,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:13.02,0:04:18.85,Default,,0000,0000,0000,,and the third one might not have\Ncutting wood in his mind
Dialogue: 0,0:04:18.86,0:04:20.21,Default,,0000,0000,0000,,at the moment.
Dialogue: 0,0:04:20.21,0:04:21.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:22.86,0:04:25.47,Default,,0000,0000,0000,,This is the third dimension\Nof product experience
Dialogue: 0,0:04:25.47,0:04:28.96,Default,,0000,0000,0000,,and it's the cultural style of a product.
Dialogue: 0,0:04:28.96,0:04:32.57,Default,,0000,0000,0000,,It's basically the style\Nthat we identify with.
Dialogue: 0,0:04:32.57,0:04:35.30,Default,,0000,0000,0000,,A British aristocrat\Nwill have a different style
Dialogue: 0,0:04:35.30,0:04:37.75,Default,,0000,0000,0000,,than a breakdancer from New York.
Dialogue: 0,0:04:40.88,0:04:45.07,Default,,0000,0000,0000,,So when products connect with us\Non all three levels,
Dialogue: 0,0:04:45.08,0:04:47.24,Default,,0000,0000,0000,,that's when it hits us in the sweet spot,
Dialogue: 0,0:04:47.24,0:04:49.65,Default,,0000,0000,0000,,and we identify with that product,
Dialogue: 0,0:04:50.53,0:04:51.76,Default,,0000,0000,0000,,and when we buy it,
Dialogue: 0,0:04:51.76,0:04:56.24,Default,,0000,0000,0000,,it becomes an extension\Nof our identity to the world around us.
Dialogue: 0,0:04:57.44,0:05:00.70,Default,,0000,0000,0000,,But to say that the products \Nare really meaningful,
Dialogue: 0,0:05:00.70,0:05:02.70,Default,,0000,0000,0000,,that they have a purpose ...
Dialogue: 0,0:05:02.70,0:05:05.70,Default,,0000,0000,0000,,No, you need something else.
Dialogue: 0,0:05:05.70,0:05:08.72,Default,,0000,0000,0000,,I believe there's one more dimension
Dialogue: 0,0:05:08.72,0:05:11.98,Default,,0000,0000,0000,,of product experience we need to consider:
Dialogue: 0,0:05:11.98,0:05:15.53,Default,,0000,0000,0000,,and it's fundamental to creating\Nthose meaningful products with a purpose.
Dialogue: 0,0:05:15.53,0:05:19.49,Default,,0000,0000,0000,,It's based on the work of a psychologist\Nin the 1960s, called Clare Graves
Dialogue: 0,0:05:19.49,0:05:21.03,Default,,0000,0000,0000,,- look him up -
Dialogue: 0,0:05:21.73,0:05:26.14,Default,,0000,0000,0000,,and in relation to product design,\NI call it the belief system of a product.
Dialogue: 0,0:05:26.99,0:05:31.74,Default,,0000,0000,0000,,To explain how that one works,\Nlet's go back to the axes.
Dialogue: 0,0:05:32.30,0:05:36.67,Default,,0000,0000,0000,,Which sentence fits which axe the best?
Dialogue: 0,0:05:37.73,0:05:41.87,Default,,0000,0000,0000,,Which axe fits the idea that life is\Nabout power and conquest?
Dialogue: 0,0:05:42.72,0:05:45.50,Default,,0000,0000,0000,,Which axe is more about\Nhard work and dedication?
Dialogue: 0,0:05:45.50,0:05:51.48,Default,,0000,0000,0000,,And finally, which maker of the axe,\Nor the buyer of the axe sees life
Dialogue: 0,0:05:51.48,0:05:53.76,Default,,0000,0000,0000,,as being about self-expression?
Dialogue: 0,0:05:56.44,0:05:58.16,Default,,0000,0000,0000,,I'm making this easy on you.
Dialogue: 0,0:05:59.48,0:06:01.50,Default,,0000,0000,0000,,Anything like you thought?
Dialogue: 0,0:06:01.51,0:06:04.66,Default,,0000,0000,0000,,That's the way we see the world.
Dialogue: 0,0:06:04.66,0:06:08.59,Default,,0000,0000,0000,,The belief system is\Nbasically how you see the world,
Dialogue: 0,0:06:09.43,0:06:12.91,Default,,0000,0000,0000,,and that is the basis\Nfor the purpose of your actions.
Dialogue: 0,0:06:12.91,0:06:17.43,Default,,0000,0000,0000,,If you see life as a competition,\Nand you want to win it,
Dialogue: 0,0:06:17.43,0:06:20.38,Default,,0000,0000,0000,,you're going to spend\Na lot of your time doing things
Dialogue: 0,0:06:20.38,0:06:22.57,Default,,0000,0000,0000,,to try to beat the competition.
Dialogue: 0,0:06:22.57,0:06:26.23,Default,,0000,0000,0000,,So when we go to the axes, and we imagine\Nthe people making those axes,
Dialogue: 0,0:06:26.23,0:06:31.39,Default,,0000,0000,0000,,we can imagine what purpose\Nthey might have making these axes.
Dialogue: 0,0:06:32.16,0:06:36.92,Default,,0000,0000,0000,,I ventured to guess and said,\N"If life is about power and conquest,
Dialogue: 0,0:06:36.92,0:06:40.41,Default,,0000,0000,0000,,chances are you're making\Nthat axe to help your tribe
Dialogue: 0,0:06:40.41,0:06:43.32,Default,,0000,0000,0000,,conquer some other tribe."
Dialogue: 0,0:06:43.32,0:06:45.61,Default,,0000,0000,0000,,If life is about hard work and dedication,
Dialogue: 0,0:06:45.61,0:06:47.48,Default,,0000,0000,0000,,maybe you're making this axe to sell it
Dialogue: 0,0:06:47.48,0:06:50.93,Default,,0000,0000,0000,,and provide for your family,\Nsend your kids to school.
Dialogue: 0,0:06:51.84,0:06:53.65,Default,,0000,0000,0000,,If life is about self-expression,
Dialogue: 0,0:06:53.65,0:06:57.32,Default,,0000,0000,0000,,maybe you're helping young artists\Nto express themselves
Dialogue: 0,0:06:57.32,0:07:00.29,Default,,0000,0000,0000,,by having to make this axe, these axes.
Dialogue: 0,0:07:02.98,0:07:04.40,Default,,0000,0000,0000,,Chances are
Dialogue: 0,0:07:04.40,0:07:07.98,Default,,0000,0000,0000,,one or two of these belief systems\Nare things that you might identify with;
Dialogue: 0,0:07:07.98,0:07:10.49,Default,,0000,0000,0000,,I doubt you identify\Nwill all three of them.
Dialogue: 0,0:07:11.32,0:07:12.50,Default,,0000,0000,0000,,Chances are as well
Dialogue: 0,0:07:12.50,0:07:15.35,Default,,0000,0000,0000,,one or two of these purposes\Nmight be something
Dialogue: 0,0:07:15.35,0:07:18.79,Default,,0000,0000,0000,,that you could empathize with,\Nyou might want to even support them.
Dialogue: 0,0:07:19.90,0:07:24.23,Default,,0000,0000,0000,,That's the key to making\Na product meaningful.
Dialogue: 0,0:07:24.23,0:07:27.57,Default,,0000,0000,0000,,Meaningful products are based\Non a belief system we can identify with,
Dialogue: 0,0:07:27.57,0:07:30.39,Default,,0000,0000,0000,,and they serve a purpose\Nthat we can empathize with.
Dialogue: 0,0:07:30.39,0:07:35.06,Default,,0000,0000,0000,,If you look at our little circles\Nof the product experience dimensions,
Dialogue: 0,0:07:35.06,0:07:36.83,Default,,0000,0000,0000,,I put in this fourth one.
Dialogue: 0,0:07:39.09,0:07:41.94,Default,,0000,0000,0000,,There's still the sweet spot\Nin the middle, obviously,
Dialogue: 0,0:07:41.94,0:07:45.80,Default,,0000,0000,0000,,where, if a product aligns with our ideas
Dialogue: 0,0:07:45.80,0:07:50.64,Default,,0000,0000,0000,,of the function, the attitude,\Nthe style, and the belief system,
Dialogue: 0,0:07:50.64,0:07:51.95,Default,,0000,0000,0000,,we all want to have it;
Dialogue: 0,0:07:51.95,0:07:53.20,Default,,0000,0000,0000,,but it becomes meaningful,
Dialogue: 0,0:07:53.20,0:07:56.40,Default,,0000,0000,0000,,we want to support\Nthe people making this product.
Dialogue: 0,0:07:58.05,0:08:02.44,Default,,0000,0000,0000,,So the belief system is really the core
Dialogue: 0,0:08:02.44,0:08:06.07,Default,,0000,0000,0000,,behind all the activities\Nand all the design decisions
Dialogue: 0,0:08:06.07,0:08:08.04,Default,,0000,0000,0000,,that you make as a product designer.
Dialogue: 0,0:08:09.82,0:08:13.15,Default,,0000,0000,0000,,If we look at the dominant system\Nin Western society
Dialogue: 0,0:08:13.16,0:08:14.95,Default,,0000,0000,0000,,as I've said in the beginning:
Dialogue: 0,0:08:14.96,0:08:20.13,Default,,0000,0000,0000,,we're all about maximizing growth,\Nmaximizing profit, efficiency,
Dialogue: 0,0:08:20.14,0:08:23.66,Default,,0000,0000,0000,,and we can see that in the products\Nthat we find in the stores
Dialogue: 0,0:08:23.66,0:08:25.88,Default,,0000,0000,0000,,when we go to shop.
Dialogue: 0,0:08:26.27,0:08:31.80,Default,,0000,0000,0000,,Most products are cheaply made,\Nthey're not great quality,
Dialogue: 0,0:08:31.80,0:08:35.82,Default,,0000,0000,0000,,we don't use them very long,\Nthey're not easy to repair,
Dialogue: 0,0:08:35.82,0:08:39.05,Default,,0000,0000,0000,,so we thrown them out, buy new stuff
Dialogue: 0,0:08:39.05,0:08:42.64,Default,,0000,0000,0000,,that's usually made with toxic materials,
Dialogue: 0,0:08:42.65,0:08:45.88,Default,,0000,0000,0000,,unhealthy materials, unhealthy ingredients
Dialogue: 0,0:08:45.88,0:08:49.51,Default,,0000,0000,0000,,by people that don't get paid\Nwhat they should be paid
Dialogue: 0,0:08:50.67,0:08:54.21,Default,,0000,0000,0000,,not in the circumstances\Nthat they need to survive well.
Dialogue: 0,0:08:57.76,0:09:00.64,Default,,0000,0000,0000,,Is that a system\Nthat we can identify with?
Dialogue: 0,0:09:00.64,0:09:02.80,Default,,0000,0000,0000,,Is that a purpose that we believe in?
Dialogue: 0,0:09:03.29,0:09:04.46,Default,,0000,0000,0000,,No.
Dialogue: 0,0:09:08.33,0:09:09.98,Default,,0000,0000,0000,,We're already seeing
Dialogue: 0,0:09:11.09,0:09:13.95,Default,,0000,0000,0000,,a growing attention\Nfor sustainable products
Dialogue: 0,0:09:15.12,0:09:16.38,Default,,0000,0000,0000,,because subconsciously,
Dialogue: 0,0:09:16.40,0:09:20.51,Default,,0000,0000,0000,,we're already starting to make our choices\Nbased on this belief system, as well.
Dialogue: 0,0:09:20.51,0:09:23.47,Default,,0000,0000,0000,,I think by being aware, consciously,
Dialogue: 0,0:09:23.48,0:09:29.64,Default,,0000,0000,0000,,of how a belief system affects\Nall the decisions that a company makes,
Dialogue: 0,0:09:30.50,0:09:34.11,Default,,0000,0000,0000,,it allows us to make these choices\Nmore consciously
Dialogue: 0,0:09:34.11,0:09:35.78,Default,,0000,0000,0000,,and show to these companies
Dialogue: 0,0:09:36.75,0:09:39.90,Default,,0000,0000,0000,,that it's worth their while\Nto change their ways.
Dialogue: 0,0:09:41.96,0:09:47.32,Default,,0000,0000,0000,,Sustainability implies a belief system
Dialogue: 0,0:09:47.32,0:09:49.86,Default,,0000,0000,0000,,that values a dynamic balance
Dialogue: 0,0:09:50.94,0:09:52.53,Default,,0000,0000,0000,,and a symbiotic relationship
Dialogue: 0,0:09:52.54,0:09:54.93,Default,,0000,0000,0000,,between people and their environment.
Dialogue: 0,0:09:54.94,0:09:58.80,Default,,0000,0000,0000,,That was the whole idea\Nof these shoes I was making.
Dialogue: 0,0:09:59.89,0:10:04.57,Default,,0000,0000,0000,,By adding to the function\Nbased on the belief system,
Dialogue: 0,0:10:04.57,0:10:08.79,Default,,0000,0000,0000,,we added this function of biodegradability\Nof these seeds that grow into flowers.
Dialogue: 0,0:10:08.79,0:10:12.51,Default,,0000,0000,0000,,And this way, we could connect people\Nto their natural environment,
Dialogue: 0,0:10:12.51,0:10:15.36,Default,,0000,0000,0000,,make people part\Nof the natural cycle of life.
Dialogue: 0,0:10:16.21,0:10:17.34,Default,,0000,0000,0000,,It added the bonus
Dialogue: 0,0:10:17.34,0:10:20.36,Default,,0000,0000,0000,,that natural materials turn out to be\Nreally nice for your feet;
Dialogue: 0,0:10:20.36,0:10:21.94,Default,,0000,0000,0000,,it's a great feeling.
Dialogue: 0,0:10:22.79,0:10:25.11,Default,,0000,0000,0000,,It affected the style and the attitude
Dialogue: 0,0:10:25.11,0:10:27.58,Default,,0000,0000,0000,,because we were working with\Nthese natural materials,
Dialogue: 0,0:10:27.58,0:10:30.09,Default,,0000,0000,0000,,putting them\Ninto a very linear, geometric design;
Dialogue: 0,0:10:30.09,0:10:35.11,Default,,0000,0000,0000,,created a unique attitude\Nfor an urban, creative lifestyle.
Dialogue: 0,0:10:36.68,0:10:41.44,Default,,0000,0000,0000,,But it affected our decisions in terms of\Nsupply chain and other things, as well.
Dialogue: 0,0:10:41.44,0:10:44.100,Default,,0000,0000,0000,,We chose to make them\Nin Europe to keep the line short,
Dialogue: 0,0:10:44.100,0:10:48.76,Default,,0000,0000,0000,,to be able to secure that people got paid\Nwhat they needed to be paid
Dialogue: 0,0:10:48.76,0:10:50.05,Default,,0000,0000,0000,,- the right circumstances -
Dialogue: 0,0:10:50.05,0:10:52.97,Default,,0000,0000,0000,,we sourced\Nall of ours materials in Europe.
Dialogue: 0,0:10:53.79,0:10:57.91,Default,,0000,0000,0000,,Even the people making the shoes\Nsaid, "We really like you guys
Dialogue: 0,0:10:57.91,0:11:01.07,Default,,0000,0000,0000,,because otherwise,\Nwe make shoes with glues inside,
Dialogue: 0,0:11:01.07,0:11:05.07,Default,,0000,0000,0000,,and we're inhaling these vapors\Nthe whole day, we go home stoned."
Dialogue: 0,0:11:05.07,0:11:09.11,Default,,0000,0000,0000,,Our shoes are made without glue,
Dialogue: 0,0:11:09.11,0:11:11.41,Default,,0000,0000,0000,,it's a much better experience for them.
Dialogue: 0,0:11:15.42,0:11:19.33,Default,,0000,0000,0000,,It's our choice what products we buy,
Dialogue: 0,0:11:19.33,0:11:24.03,Default,,0000,0000,0000,,and by making that choice,\Nwe force companies to make this change.
Dialogue: 0,0:11:24.03,0:11:25.83,Default,,0000,0000,0000,,When companies are aware
Dialogue: 0,0:11:25.83,0:11:29.66,Default,,0000,0000,0000,,of how the belief system is at the core\Nof all their activities,
Dialogue: 0,0:11:30.33,0:11:32.79,Default,,0000,0000,0000,,they can evaluate all those activities,
Dialogue: 0,0:11:33.39,0:11:36.85,Default,,0000,0000,0000,,they can look at who are the owners,\Nwhether private or public.
Dialogue: 0,0:11:36.85,0:11:38.58,Default,,0000,0000,0000,,What are their purposes?
Dialogue: 0,0:11:38.58,0:11:42.52,Default,,0000,0000,0000,,What do they see as the goal of life?
Dialogue: 0,0:11:42.52,0:11:44.49,Default,,0000,0000,0000,,How do we treat our employees?
Dialogue: 0,0:11:44.49,0:11:46.96,Default,,0000,0000,0000,,Is it a competitive system?\NA cooperative system?
Dialogue: 0,0:11:46.96,0:11:50.09,Default,,0000,0000,0000,,How do we award them?\NHow do we approach our customers?
Dialogue: 0,0:11:50.09,0:11:51.37,Default,,0000,0000,0000,,How do we relate to them?
Dialogue: 0,0:11:51.37,0:11:54.48,Default,,0000,0000,0000,,How do we treat our partners\Nin the supply chain?
Dialogue: 0,0:11:54.48,0:11:56.29,Default,,0000,0000,0000,,Finally, how do we treat the planet?
Dialogue: 0,0:11:57.45,0:12:00.29,Default,,0000,0000,0000,,As a company,\Nthat's a daunting thing to do.
Dialogue: 0,0:12:00.29,0:12:03.74,Default,,0000,0000,0000,,If you have to shift gears like that,
Dialogue: 0,0:12:03.74,0:12:05.99,Default,,0000,0000,0000,,it's an enormous change to make,
Dialogue: 0,0:12:07.09,0:12:09.92,Default,,0000,0000,0000,,but you can do that\None little step at a time.
Dialogue: 0,0:12:09.92,0:12:13.99,Default,,0000,0000,0000,,Once you make that commitment,\Nand you communicate that to people,
Dialogue: 0,0:12:14.79,0:12:16.64,Default,,0000,0000,0000,,you create a purpose for your company,
Dialogue: 0,0:12:16.64,0:12:20.85,Default,,0000,0000,0000,,a purpose that customers like us\Ncan empathize with,
Dialogue: 0,0:12:21.50,0:12:25.04,Default,,0000,0000,0000,,a purpose that connects us
Dialogue: 0,0:12:25.78,0:12:29.88,Default,,0000,0000,0000,,to the shared environment\Nthat we have with the companies,
Dialogue: 0,0:12:29.88,0:12:31.92,Default,,0000,0000,0000,,and the purpose that we want to support
Dialogue: 0,0:12:31.92,0:12:34.59,Default,,0000,0000,0000,,so when we're going to come back\Nand buy those products,
Dialogue: 0,0:12:34.59,0:12:38.41,Default,,0000,0000,0000,,we'll tell our friends more actively\Nwhat we think of these products.
Dialogue: 0,0:12:39.31,0:12:42.58,Default,,0000,0000,0000,,That's, I think,\Nhow we change this system.
Dialogue: 0,0:12:42.58,0:12:48.95,Default,,0000,0000,0000,,So, if we talk about sustainability,\NI think we have to start at the root
Dialogue: 0,0:12:50.01,0:12:51.81,Default,,0000,0000,0000,,which is the belief system,
Dialogue: 0,0:12:51.81,0:12:54.29,Default,,0000,0000,0000,,and then, the first question to ask is,
Dialogue: 0,0:12:55.03,0:12:58.10,Default,,0000,0000,0000,,"What is life about for you?"
Dialogue: 0,0:12:58.10,0:12:59.45,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:12:59.45,0:13:01.22,Default,,0000,0000,0000,,(Applause)