0:00:16.850,0:00:20.738
Klaus Reichert: Rolf Kunisch, Mr. Kunisch

0:00:20.738,0:00:24.506
Whoever is acquainted with Mr. Kunish,

0:00:24.506,0:00:31.088
knows that he doesn't like[br]to be in the spotlight.

0:00:31.088,0:00:33.274
But what happened,

0:00:33.274,0:00:36.081
was that whether he was self motivated

0:00:36.081,0:00:38.778
or persuaded by others,[br]

0:00:38.778,0:00:40.776
it is a very interesting phenomenon

0:00:40.776,0:00:42.866
and it transpired by itself.

0:00:42.866,0:00:47.868
The fascinating thing that[br]I've heard about him,

0:00:47.868,0:00:51.811
is that for him, his work, his company,

0:00:51.811,0:00:56.235
and his products[br]were the very focal point.

0:00:56.235,0:01:00.836
Mr. Kunisch has made some [br]very significant moves in his life

0:01:00.836,0:01:03.416
and my impression is

0:01:03.416,0:01:12.599
that he is a person who had[br]a very large team of people

0:01:12.599,0:01:17.799
behind, next to, and under him

0:01:17.799,0:01:23.328
to whom he gave clear leadership.

0:01:23.328,0:01:31.208
In doing so, he has this energy that[br]he puts into his team, the individuals,

0:01:31.208,0:01:35.900
so that they don't go off[br]in all directions, but are channeled

0:01:35.900,0:01:40.280
towards one goal, towards one outcome.

0:01:40.280,0:01:47.617
I believe that he, as leader of the team,[br]has shown them the way.

0:01:47.617,0:01:50.579
That he contributed to the welfare [br]of the group, the company,

0:01:50.579,0:01:52.769
the product, the stakeholders

0:01:52.769,0:01:56.004
-- not to cozy up to them --

0:01:56.004,0:02:01.794
but for other reasons.

0:02:01.794,0:02:04.555
I am very pleased to now[br]introduce Mr. Kunisch,

0:02:04.556,0:02:06.903
and offer him the stage.

0:02:06.903,0:02:09.728
Rolf Kunish: Good morning.

0:02:09.728,0:02:13.944
I want to speak with you about choices.

0:02:13.944,0:02:18.829
Not about power or drive,[br]but about choices.

0:02:18.829,0:02:25.509
Choices that perhaps can drive you.

0:02:25.509,0:02:29.864
The first choice I'm going to talk about[br]is the decision to speak here.

0:02:29.864,0:02:32.609
This wasn't actually my choice,

0:02:32.609,0:02:36.328
but rather Mr. Reichert's choice

0:02:36.328,0:02:38.148
as he talked me into it.

0:02:38.148,0:02:39.816
(Laughter)

0:02:39.816,0:02:44.194
I didn't really want [br]to give any more speeches,

0:02:44.194,0:02:46.436
at least not in public,

0:02:46.436,0:02:49.696
because in April of this year

0:02:49.696,0:02:52.696
when I turned 70, I said:

0:02:52.696,0:02:55.611
After 70, you shouldn't have [br]to speak in public anymore.

0:02:55.611,0:02:57.490
You shouldn't have to dress up.

0:02:57.490,0:03:00.924
You should only have to look after[br]your family and your grandchildren.

0:03:00.924,0:03:04.493
I held onto this position until today.

0:03:04.493,0:03:08.468
I'll give it a go once again.

0:03:08.468,0:03:12.283
I am, if you will[br]-- it always sounds a bit funny --

0:03:12.283,0:03:16.375
what you would call "a PIP."

0:03:16.375,0:03:19.062
You know what a VIP is:

0:03:19.062,0:03:20.989
Very Important Person,

0:03:20.989,0:03:23.064
and I am the next generation

0:03:23.064,0:03:25.946
and that is Previously Important Person.

0:03:25.946,0:03:26.888
(Laughter)

0:03:26.888,0:03:30.510
You can recognize us[br]because every phrase,

0:03:30.510,0:03:34.952
every sentence begins with the words:

0:03:34.952,0:03:38.368
"Don't you know how important I was?"

0:03:38.368,0:03:41.132
And no one is interested in that.

0:03:41.132,0:03:46.001
But you have to learn this.

0:03:46.001,0:03:52.146
And being willing to learn this[br]is a an individual choice.

0:03:52.146,0:03:55.843
Mr. Reichert very nicely said:

0:03:55.843,0:04:00.063
"When you have been [br]the head of a MDAX company,

0:04:00.063,0:04:03.333
then you have something [br]to give back, to pass on."

0:04:03.333,0:04:05.750
And he hit a nerve there,

0:04:05.750,0:04:08.510
because the question of choices is:

0:04:08.510,0:04:10.794
How do you find your choices?

0:04:10.794,0:04:13.057
How do you know when it's not a choice?

0:04:13.057,0:04:15.626
What does a choice mean?

0:04:15.626,0:04:17.393
This is extremely important.

0:04:17.393,0:04:19.269
Not only in your work life,

0:04:19.269,0:04:21.745
but also in your private life.

0:04:21.745,0:04:23.709
I wanted to tell you something about this

0:04:23.709,0:04:25.986
and perhaps also pose the question:

0:04:25.986,0:04:27.666
How can you learn this?

0:04:27.666,0:04:31.174
How can you learn to decide,

0:04:31.174,0:04:35.936
and how can you unlearn to decide?

0:04:35.936,0:04:39.570
This is what I'd like [br]to talk with you about.

0:04:42.480,0:04:44.892
I am not allowed to advertise,

0:04:45.054,0:04:48.847
but I sat in this building [br]at the top right for 15 years.

0:04:49.640,0:04:52.230
This is taken from the Web[br]and so is not confidential.

0:04:52.230,0:04:54.405
[Picture of Beiersdorf Headquarters]

0:04:54.405,0:04:56.977
Also I don't have any intention[br]to promote products,

0:04:56.977,0:04:59.521
but I'll show you one[br]of the leading products

0:04:59.521,0:05:02.796
so that you have seen it.

0:05:08.016,0:05:11.419
Beiersdorf is a small scale company.

0:05:11.419,0:05:16.093
It is the smallest worldwide[br]consumer goods corporation.

0:05:16.093,0:05:18.370
It has sales on the order[br]of six billion Euro,

0:05:18.370,0:05:21.718
four billion of which come[br]from the Nivea brand.

0:05:21.718,0:05:25.515
Nivea exists in every[br]country in the world.

0:05:25.515,0:05:32.568
We have about 70 - 80 [br]subsidiaries across the world,

0:05:32.568,0:05:35.756
I have spent a lot of time traveling.

0:05:35.756,0:05:40.546
But I have also spent time[br]now and then with decision making.

0:05:40.546,0:05:47.001
The big question is:[br]how do you get to the top?

0:05:47.201,0:05:49.557
I want to make it brief,

0:05:49.557,0:05:52.496
but you need to know about[br]a couple of important choices.

0:05:52.496,0:05:57.518
The first big choice in my life[br]was not: "get to the top."

0:05:57.558,0:06:00.043
The first big choice was

0:06:00.043,0:06:04.124
that in 1953 I decided that

0:06:04.124,0:06:06.759
I needed to have a Mercedes.

0:06:06.759,0:06:10.508
In 1953 it wasn't very common[br]to have a Mercedes.

0:06:10.508,0:06:13.119
There was only one person [br]in our area who had one.

0:06:13.119,0:06:14.938
He was a director of a factory,

0:06:14.938,0:06:17.337
a rather small factory, as I know today.

0:06:17.337,0:06:18.701
But he had a Mercedes.

0:06:18.701,0:06:20.224
And that was awesome.

0:06:20.224,0:06:21.800
Why is that significant here?

0:06:21.800,0:06:23.692
Because it's a fundamental way of life.

0:06:23.692,0:06:25.193
Not everyone has to emulate it,

0:06:25.193,0:06:27.074
it was very materialistic,

0:06:27.074,0:06:29.710
and you can only[br]understand it when you know

0:06:29.710,0:06:33.610
how crappy the world still was in 1953.

0:06:33.940,0:06:37.510
When I started school,[br]there was no currency,

0:06:37.517,0:06:39.802
just wheeling and dealing with cigarettes.

0:06:39.802,0:06:42.597
When I turned seven,[br]the D-Mark came along,

0:06:42.597,0:06:45.724
and suddenly you could[br]buy stuff with paper.

0:06:45.724,0:06:48.715
That was an entirely [br]new experience for us.

0:06:48.715,0:06:52.097
Though to say, "I want a Mercedes,"[br]sounds trivial,

0:06:52.097,0:06:54.475
it is indeed an important choice.

0:06:54.475,0:06:56.893
On the road to the top

0:06:56.893,0:06:59.893
the obvious first choice to my family

0:06:59.893,0:07:02.537
was that I should become [br]a lawyer, like everyone else.

0:07:02.537,0:07:04.552
I should study in Marburg

0:07:04.552,0:07:07.100
because tuition was free --[br]I am North Hessian.

0:07:07.100,0:07:10.279
Well then you can go into[br]the same fraternity as your father.

0:07:10.279,0:07:14.062
So everything was fixed and predetermined.

0:07:14.132,0:07:17.430
When I was 16 - 17 years old[br]I went through the normal rebellion,

0:07:17.430,0:07:20.376
and said, "I want[br]to do something different."

0:07:20.376,0:07:21.968
That wasn't so easy at that time,

0:07:21.968,0:07:24.480
because outside of Marburg[br]there was only Giessen.

0:07:24.480,0:07:25.892
Kassel wasn't there,

0:07:25.892,0:07:28.446
and, thank God, Darmstadt.

0:07:28.446,0:07:30.088
Darmstadt had the advantage

0:07:30.088,0:07:32.012
that is was a long way away from Arolsen

0:07:32.012,0:07:34.750
and I would be 200 km away from home.

0:07:34.750,0:07:37.426
That's how I decided to go to Darmstadt

0:07:37.426,0:07:39.572
to become an industrial engineer.

0:07:39.572,0:07:41.988
At that time nobody knew what that was.

0:07:41.988,0:07:43.919
Today a couple of people know.

0:07:43.919,0:07:46.656
Back then it was quite new[br]and I thougt that was great.

0:07:46.656,0:07:48.217
I had no idea what it was

0:07:48.217,0:07:49.881
but the name was so great

0:07:49.881,0:07:51.557
that I have continued to use it.

0:07:51.557,0:07:54.998
After I'd been saying for two years,[br]"I'll be an industrial engineer,"

0:07:54.998,0:07:56.132
I finally had to do it.

0:07:56.132,0:07:59.116
That's how I went to Darmstadt,[br]and not to Marburg.

0:07:59.336,0:08:01.982
It is a relatively difficult choice[br]for someone that age

0:08:01.982,0:08:04.669
to rebel and go against their family,

0:08:04.669,0:08:06.934
but not unheard of.

0:08:06.934,0:08:09.481
The second choice was [br]substantially more difficult.

0:08:09.481,0:08:12.335
At that time I was an assistant[br]at the University in Cologne

0:08:12.335,0:08:17.862
and should have and wanted[br]to follow a scientific career path.

0:08:17.862,0:08:22.648
But I earned a salary of 1024 D-Mark.

0:08:22.648,0:08:25.351
My apartment cost me 500 D-Mark.

0:08:25.351,0:08:27.726
And my wife was pregnant.

0:08:27.726,0:08:29.369
It was easy to see

0:08:29.369,0:08:32.825
that 1024 D-Mark was not going to make it.

0:08:32.825,0:08:35.502
Then I bumped into an advertisement[br]from Procter & Gamble

0:08:35.502,0:08:37.644
that asked in the headline,

0:08:37.644,0:08:39.471
"Do you want to earn a lot of money?"

0:08:39.471,0:08:40.992
I liked that.

0:08:40.992,0:08:44.060
(Laughter)

0:08:44.060,0:08:45.648
So then I started working

0:08:45.648,0:08:49.134
at Proctor & Gamble, a company [br]that was totally unknown at that time.

0:08:49.134,0:08:51.478
At that time they had the Rei plants.

0:08:55.428,0:08:59.700
Procter & Gamble was[br]the marketing school of the nation,

0:08:59.700,0:09:01.030
even in America.

0:09:01.030,0:09:03.615
If someone wanted something,

0:09:03.615,0:09:05.770
he went to Procter & Gamble

0:09:05.770,0:09:08.542
to learn marketing and then[br]would go somewhere else.

0:09:08.542,0:09:11.181
It sounds absurd but there[br]are plenty of examples.

0:09:11.181,0:09:15.403
Jeff Immelt from General Electric[br]was an assistant there,

0:09:15.403,0:09:19.855
and Margaret Whitman,[br]who is now with Hewlett Packard

0:09:19.866,0:09:21.103
was also there.

0:09:21.103,0:09:23.019
Thus, it was the school of the nation.

0:09:23.019,0:09:26.222
It was great and I worked my way up[br]to product manager,

0:09:26.222,0:09:29.820
first in Germany and then in the USA.

0:09:29.820,0:09:31.666
The third choice was in 1989,

0:09:31.666,0:09:35.747
when Procter & Gamble[br]relocated me to the Soviet Union.

0:09:35.747,0:09:37.901
I figured out pretty fast

0:09:37.901,0:09:40.803
that that was really not my thing.

0:09:40.803,0:09:44.243
Especially since my knowledge[br]of Russian is very limited.

0:09:44.243,0:09:48.296
But I was General Manager for[br]Eastern Europe and the Soviet Union.

0:09:48.296,0:09:52.165
Then a headhunter[br]reached out to me and said

0:09:52.165,0:09:56.117
he wanted to offer me[br]a job at Beiersdorf.

0:09:56.117,0:09:58.723
After that, I went to Beiersdorf

0:09:58.723,0:10:03.565
and was there for the past 15 years.

0:10:13.885,0:10:15.729
The most important decision

0:10:15.729,0:10:19.618
I had to make in my time with Beiersdorf

0:10:19.618,0:10:24.445
was the question: do we sell the company[br]to Procter & Gamble or not?

0:10:24.445,0:10:27.114
That was ten years ago.

0:10:27.854,0:10:30.996
Here are the headlines from that time.

0:10:38.186,0:10:40.433
[Taking over Beiersdorf [br]won't be easy: Kunisch]

0:10:40.433,0:10:44.573
It says here, "Kunisch would[br]make it difficult for anyone

0:10:44.573,0:10:48.693
to take over Beiersdorf."

0:10:48.693,0:10:50.793
That was a very difficult decision.

0:10:50.793,0:10:52.403
I knew Procter & Gamble,

0:10:52.403,0:10:55.248
and that when Procter & Gamble[br]wants to buy a company,

0:10:55.248,0:10:57.586
they buy it.

0:10:57.586,0:11:01.337
There is not a single case[br]where they had failed at this.

0:11:01.337,0:11:05.236
The question that my wife [br]and I had to answer, was:

0:11:05.236,0:11:09.602
Can we fight back, though there is [br]a high probability of failure?

0:11:09.602,0:11:12.887
Or do we go along,

0:11:12.887,0:11:16.822
with the high probability [br]of earning a lot of money?

0:11:16.822,0:11:19.373
That is a very difficulty decision.

0:11:19.373,0:11:23.022
Thank God that Beiersdorf[br]is still independent today.

0:11:23.022,0:11:26.275
And Beiersdorf stayed independent,

0:11:26.275,0:11:27.871
not on my account,

0:11:27.871,0:11:29.969
but rather the city of Hamburg stepped in

0:11:29.969,0:11:33.373
and laid one billion Marks[br]on the table and bought it.

0:11:33.373,0:11:35.069
That was a good investment

0:11:35.069,0:11:38.307
because today Beiersdorf continues[br]to be a solid taxpayer in Hamburg.

0:11:38.307,0:11:40.114
That wouldn't be the case otherwise.

0:11:40.114,0:11:42.332
An extremely difficult decision.

0:11:42.542,0:11:45.146
And my last choice was,

0:11:45.146,0:11:46.697
as I indicated earlier:

0:11:46.697,0:11:49.382
When do I voluntarily quit?

0:11:49.382,0:11:50.764
This is also difficult

0:11:50.764,0:11:54.121
because when all of a sudden[br]you are no longer truly important,

0:11:54.121,0:11:56.939
then you have a problem with that.

0:11:56.939,0:12:00.176
Decision making, ladies and gentlemen,

0:12:00.176,0:12:03.385
is an extremely challenging subject.

0:12:03.385,0:12:05.787
Why is it so difficult?

0:12:05.787,0:12:07.797
You know the extremes:

0:12:07.797,0:12:11.465
We speak colloquially [br]about the burden of choice,

0:12:11.465,0:12:15.625
or we concede[br]the decision making to others.

0:12:15.625,0:12:19.104
It is neither one nor the other.

0:12:19.104,0:12:20.838
It is, in my opinion,

0:12:20.838,0:12:25.442
a necessity, to define our life.

0:12:25.442,0:12:28.338
Sometimes we have to decide this.

0:12:28.338,0:12:31.006
And it's hard.

0:12:31.006,0:12:35.507
Because once you've made a decision,[br]your options are eliminated.

0:12:35.507,0:12:39.695
And we like to live with options.

0:12:39.695,0:12:42.621
We like to leave things open.

0:12:42.621,0:12:45.747
Making the decision ends that,

0:12:45.747,0:12:48.009
and that is what makes it so difficult.

0:12:48.009,0:12:51.761
Saying, "Yes" is relatively easy.

0:12:51.761,0:12:54.524
Saying, "No" is extremely hard,

0:12:54.524,0:12:56.728
but extremely important.

0:12:57.638,0:13:01.148
The best example is marriage,

0:13:01.148,0:13:02.513
as the motto says,

0:13:02.513,0:13:04.260
"You can't marry all of them."

0:13:04.260,0:13:07.583
So that means a commitment.

0:13:07.583,0:13:11.267
And we don't like commitments.

0:13:11.267,0:13:14.135
Which is why the modern media allows us

0:13:14.135,0:13:17.090
to no longer make commitments,

0:13:17.090,0:13:21.870
that is, everything that[br]you do today, with chats, etc.

0:13:21.870,0:13:23.709
A very simple example:

0:13:23.709,0:13:25.753
Where do we want to go tonight?

0:13:25.753,0:13:27.832
What are we going to do tonight?

0:13:27.832,0:13:29.941
This is a topic that today you wait

0:13:29.941,0:13:32.941
until seven or eight o'clock[br]in the evening to discuss

0:13:32.941,0:13:35.978
before you decide.

0:13:35.978,0:13:37.603
A long time ago it was different.

0:13:37.603,0:13:41.341
A long time ago you would call[br]on the telephone,

0:13:41.341,0:13:45.457
but this continuous information,

0:13:45.457,0:13:49.642
this always-being-available,[br]didn't exist earlier.

0:13:49.642,0:13:52.769
When my first daughter [br]wanted to use the telephone

0:13:52.769,0:13:54.834
there was one telephone in the house.

0:13:54.834,0:13:57.038
It was in a clear, visible place.

0:13:57.038,0:13:58.607
When you wanted to make a call

0:13:58.607,0:14:00.115
you had to go to the phone

0:14:00.115,0:14:01.864
and the whole family could hear

0:14:01.864,0:14:03.502
what you said.

0:14:03.502,0:14:05.082
It was uncomfortable.

0:14:05.082,0:14:06.890
The second daughter had more luck.

0:14:06.890,0:14:09.107
By then we had a cordless phone,

0:14:09.107,0:14:11.777
you probably don't know the term anymore,

0:14:11.777,0:14:14.888
and you could go into your own room

0:14:14.888,0:14:17.125
when the reception was strong enough

0:14:17.125,0:14:19.077
and the door was not closed all the way.

0:14:19.077,0:14:20.775
But you could retreat.

0:14:20.775,0:14:23.461
An entirely different[br]quality of engagement.

0:14:23.461,0:14:25.008
Then came the mobile phones,

0:14:25.008,0:14:28.837
and today obviously[br]the chat options and the internet

0:14:28.837,0:14:32.020
being connected[br]simultaneously with so many,

0:14:32.020,0:14:34.625
without their parents knowing.

0:14:35.005,0:14:39.753
Back to the very simple question,[br]"What are we doing tonight?"

0:14:39.753,0:14:43.139
Where as before you had [br]to decide earlier in the day,

0:14:43.139,0:14:46.366
now you don't have to decide[br]until seven o'clock in the evening.

0:14:46.366,0:14:48.195
This is something that is helping us

0:14:48.195,0:14:51.023
to forget how to make decisions.

0:14:51.023,0:14:53.868
And my point here is:

0:14:53.868,0:14:57.331
make an effort to -- I will say[br]a few more words about this --

0:14:57.331,0:15:00.944
endeavour to make the decisions

0:15:00.944,0:15:03.092
even when it hurts.

0:15:03.092,0:15:07.897
I'm going to use the economy[br]as an illustration.

0:15:07.897,0:15:10.750
There you have to make decisions.

0:15:10.750,0:15:14.997
In addition you have to be clear.

0:15:14.997,0:15:17.288
We call this strategy.

0:15:17.288,0:15:20.502
It is very simple --[br]make a plan to reach a goal

0:15:20.502,0:15:23.752
and you have to consider [br]what will lead to the goal.

0:15:23.752,0:15:26.933
You develop options for the strategy,

0:15:26.933,0:15:29.828
such as, "Where am I strong?[br]Where is my company strong?

0:15:29.828,0:15:31.683
Where are the others weak?"

0:15:31.683,0:15:35.446
Then you choose which[br]are the strongest aspects.

0:15:35.446,0:15:40.492
And the choices that contribute[br]to the strongest aspects

0:15:40.492,0:15:43.165
help to reinforce them,

0:15:43.165,0:15:45.907
and these then are the decisions.

0:15:45.907,0:15:49.586
That means you need to set[br]a benchmark for the decisions.

0:15:50.746,0:15:53.058
It is a choice between alternatives.

0:15:53.058,0:15:56.682
We're not talking about emotional choices,

0:15:56.682,0:15:59.556
which are also important.[br]I cannot speak to these.

0:15:59.556,0:16:01.704
These choices you must make yourself,

0:16:01.704,0:16:04.246
but there are rational decisions.

0:16:04.246,0:16:07.949
And the guideline for these[br]rational decisions,

0:16:07.949,0:16:12.342
your strategy, you must take[br]from your end goal.

0:16:12.342,0:16:15.112
My suggestion to you is

0:16:15.112,0:16:16.803
that you consider for yourself,

0:16:16.803,0:16:19.239
not every day, but maybe[br]every three - four months:

0:16:19.239,0:16:20.823
Where do I really want to go?

0:16:20.823,0:16:22.820
Where are my strengths?

0:16:22.820,0:16:25.718
What are my weaknesses?

0:16:25.718,0:16:28.499
How will I be seen from outside?

0:16:28.499,0:16:30.935
How will I see myself?

0:16:31.255,0:16:34.500
All of these are strategic questions[br]for your personal life,

0:16:34.500,0:16:36.408
for your future.

0:16:36.408,0:16:38.931
You must choose

0:16:38.931,0:16:40.609
and then you must evaluate.

0:16:40.609,0:16:42.758
What is actually, really important to me?

0:16:42.758,0:16:44.296
That is the hardest part.

0:16:44.296,0:16:46.910
What is really important to me?

0:16:46.910,0:16:48.541
When you have figured that out

0:16:48.541,0:16:51.652
then you can align[br]your choices with that.

0:16:51.652,0:16:53.131
Back to my example:

0:16:53.131,0:16:55.179
When the Mercedes[br]is really important to you

0:16:55.179,0:16:57.505
you have to earn money[br]and you have to say,

0:16:57.505,0:17:00.910
I'll take on some hardships[br]in order to earn money,

0:17:00.910,0:17:03.019
to earn a lot of money.

0:17:03.019,0:17:05.406
You can also practice making choices.

0:17:05.406,0:17:08.217
When you sit down on [br]Monday morning once a week

0:17:08.217,0:17:10.991
and ask: What do I want[br]to accomplish this week?

0:17:10.991,0:17:14.053
And then sit down on Friday[br]and see: What did I accomplish?

0:17:14.053,0:17:16.462
Then there are different possibilities.

0:17:16.462,0:17:18.304
If you didn't accomplish anything,

0:17:18.304,0:17:21.404
then either your goal wasn't right [br]or it wasn't important,

0:17:21.404,0:17:23.650
or you weren't honest with yourself.

0:17:23.650,0:17:25.894
If you accomplished everything,

0:17:25.894,0:17:27.871
the same can be said from the other side.

0:17:27.871,0:17:32.000
Meaning, you must consider the question:[br]What do I want accomplish in this week,

0:17:32.000,0:17:35.607
in this year, in this life?

0:17:35.607,0:17:38.747
What is actually, really important to me?

0:17:38.747,0:17:43.172
and then take action [br]based on this framework.

0:17:43.172,0:17:45.742
I'd like to invite you to do this.

0:17:45.742,0:17:47.651
Begin on Monday morning,

0:17:47.651,0:17:50.070
to consider what you're [br]going to do tonight.

0:17:50.070,0:17:51.507
It is very simple,

0:17:51.507,0:17:54.905
and will lead you,[br]in the long run, to consider:

0:17:54.905,0:17:57.776
What am I? What do I want to be?

0:17:57.776,0:18:01.411
What do I want to accomplish[br]or not accomplish?

0:18:01.411,0:18:02.916
Those are you choices.

0:18:02.916,0:18:08.013
Accordingly, in the words of Goethe,

0:18:08.013,0:18:11.105
the decision is great and important,

0:18:11.105,0:18:13.198
but the execution[br]of it is equally critical.

0:18:13.198,0:18:17.000
Otherwise it remains thought simulation.

0:18:18.500,0:18:21.805
You need decisions

0:18:21.805,0:18:23.929
in order to move beyond[br]the mental exercise

0:18:23.929,0:18:26.362
and enter into actual life.

0:18:26.362,0:18:27.333
Thank you very much.

0:18:27.333,0:18:29.753
(Applause)