[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:16.85,0:00:20.74,Default,,0000,0000,0000,,Klaus Reichert: Rolf Kunisch, Mr. Kunisch
Dialogue: 0,0:00:20.74,0:00:24.51,Default,,0000,0000,0000,,Whoever is acquainted with Mr. Kunish,
Dialogue: 0,0:00:24.51,0:00:31.09,Default,,0000,0000,0000,,knows that he doesn't like\Nto be in the spotlight.
Dialogue: 0,0:00:31.09,0:00:33.27,Default,,0000,0000,0000,,But what happened,
Dialogue: 0,0:00:33.27,0:00:36.08,Default,,0000,0000,0000,,was that whether he was self motivated
Dialogue: 0,0:00:36.08,0:00:38.78,Default,,0000,0000,0000,,or persuaded by others,\N
Dialogue: 0,0:00:38.78,0:00:40.78,Default,,0000,0000,0000,,it is a very interesting phenomenon
Dialogue: 0,0:00:40.78,0:00:42.87,Default,,0000,0000,0000,,and it transpired by itself.
Dialogue: 0,0:00:42.87,0:00:47.87,Default,,0000,0000,0000,,The fascinating thing that\NI've heard about him,
Dialogue: 0,0:00:47.87,0:00:51.81,Default,,0000,0000,0000,,is that for him, his work, his company,
Dialogue: 0,0:00:51.81,0:00:56.24,Default,,0000,0000,0000,,and his products\Nwere the very focal point.
Dialogue: 0,0:00:56.24,0:01:00.84,Default,,0000,0000,0000,,Mr. Kunisch has made some \Nvery significant moves in his life
Dialogue: 0,0:01:00.84,0:01:03.42,Default,,0000,0000,0000,,and my impression is
Dialogue: 0,0:01:03.42,0:01:12.60,Default,,0000,0000,0000,,that he is a person who had\Na very large team of people
Dialogue: 0,0:01:12.60,0:01:17.80,Default,,0000,0000,0000,,behind, next to, and under him
Dialogue: 0,0:01:17.80,0:01:23.33,Default,,0000,0000,0000,,to whom he gave clear leadership.
Dialogue: 0,0:01:23.33,0:01:31.21,Default,,0000,0000,0000,,In doing so, he has this energy that\Nhe puts into his team, the individuals,
Dialogue: 0,0:01:31.21,0:01:35.90,Default,,0000,0000,0000,,so that they don't go off\Nin all directions, but are channeled
Dialogue: 0,0:01:35.90,0:01:40.28,Default,,0000,0000,0000,,towards one goal, towards one outcome.
Dialogue: 0,0:01:40.28,0:01:47.62,Default,,0000,0000,0000,,I believe that he, as leader of the team,\Nhas shown them the way.
Dialogue: 0,0:01:47.62,0:01:50.58,Default,,0000,0000,0000,,That he contributed to the welfare \Nof the group, the company,
Dialogue: 0,0:01:50.58,0:01:52.77,Default,,0000,0000,0000,,the product, the stakeholders
Dialogue: 0,0:01:52.77,0:01:56.00,Default,,0000,0000,0000,,-- not to cozy up to them --
Dialogue: 0,0:01:56.00,0:02:01.79,Default,,0000,0000,0000,,but for other reasons.
Dialogue: 0,0:02:01.79,0:02:04.56,Default,,0000,0000,0000,,I am very pleased to now\Nintroduce Mr. Kunisch,
Dialogue: 0,0:02:04.56,0:02:06.90,Default,,0000,0000,0000,,and offer him the stage.
Dialogue: 0,0:02:06.90,0:02:09.73,Default,,0000,0000,0000,,Rolf Kunish: Good morning.
Dialogue: 0,0:02:09.73,0:02:13.94,Default,,0000,0000,0000,,I want to speak with you about choices.
Dialogue: 0,0:02:13.94,0:02:18.83,Default,,0000,0000,0000,,Not about power or drive,\Nbut about choices.
Dialogue: 0,0:02:18.83,0:02:25.51,Default,,0000,0000,0000,,Choices that perhaps can drive you.
Dialogue: 0,0:02:25.51,0:02:29.86,Default,,0000,0000,0000,,The first choice I'm going to talk about\Nis the decision to speak here.
Dialogue: 0,0:02:29.86,0:02:32.61,Default,,0000,0000,0000,,This wasn't actually my choice,
Dialogue: 0,0:02:32.61,0:02:36.33,Default,,0000,0000,0000,,but rather Mr. Reichert's choice
Dialogue: 0,0:02:36.33,0:02:38.15,Default,,0000,0000,0000,,as he talked me into it.
Dialogue: 0,0:02:38.15,0:02:39.82,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:39.82,0:02:44.19,Default,,0000,0000,0000,,I didn't really want \Nto give any more speeches,
Dialogue: 0,0:02:44.19,0:02:46.44,Default,,0000,0000,0000,,at least not in public,
Dialogue: 0,0:02:46.44,0:02:49.70,Default,,0000,0000,0000,,because in April of this year
Dialogue: 0,0:02:49.70,0:02:52.70,Default,,0000,0000,0000,,when I turned 70, I said:
Dialogue: 0,0:02:52.70,0:02:55.61,Default,,0000,0000,0000,,After 70, you shouldn't have \Nto speak in public anymore.
Dialogue: 0,0:02:55.61,0:02:57.49,Default,,0000,0000,0000,,You shouldn't have to dress up.
Dialogue: 0,0:02:57.49,0:03:00.92,Default,,0000,0000,0000,,You should only have to look after\Nyour family and your grandchildren.
Dialogue: 0,0:03:00.92,0:03:04.49,Default,,0000,0000,0000,,I held onto this position until today.
Dialogue: 0,0:03:04.49,0:03:08.47,Default,,0000,0000,0000,,I'll give it a go once again.
Dialogue: 0,0:03:08.47,0:03:12.28,Default,,0000,0000,0000,,I am, if you will\N-- it always sounds a bit funny --
Dialogue: 0,0:03:12.28,0:03:16.38,Default,,0000,0000,0000,,what you would call "a PIP."
Dialogue: 0,0:03:16.38,0:03:19.06,Default,,0000,0000,0000,,You know what a VIP is:
Dialogue: 0,0:03:19.06,0:03:20.99,Default,,0000,0000,0000,,Very Important Person,
Dialogue: 0,0:03:20.99,0:03:23.06,Default,,0000,0000,0000,,and I am the next generation
Dialogue: 0,0:03:23.06,0:03:25.95,Default,,0000,0000,0000,,and that is Previously Important Person.
Dialogue: 0,0:03:25.95,0:03:26.89,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:26.89,0:03:30.51,Default,,0000,0000,0000,,You can recognize us\Nbecause every phrase,
Dialogue: 0,0:03:30.51,0:03:34.95,Default,,0000,0000,0000,,every sentence begins with the words:
Dialogue: 0,0:03:34.95,0:03:38.37,Default,,0000,0000,0000,,"Don't you know how important I was?"
Dialogue: 0,0:03:38.37,0:03:41.13,Default,,0000,0000,0000,,And no one is interested in that.
Dialogue: 0,0:03:41.13,0:03:46.00,Default,,0000,0000,0000,,But you have to learn this.
Dialogue: 0,0:03:46.00,0:03:52.15,Default,,0000,0000,0000,,And being willing to learn this\Nis a an individual choice.
Dialogue: 0,0:03:52.15,0:03:55.84,Default,,0000,0000,0000,,Mr. Reichert very nicely said:
Dialogue: 0,0:03:55.84,0:04:00.06,Default,,0000,0000,0000,,"When you have been \Nthe head of a MDAX company,
Dialogue: 0,0:04:00.06,0:04:03.33,Default,,0000,0000,0000,,then you have something \Nto give back, to pass on."
Dialogue: 0,0:04:03.33,0:04:05.75,Default,,0000,0000,0000,,And he hit a nerve there,
Dialogue: 0,0:04:05.75,0:04:08.51,Default,,0000,0000,0000,,because the question of choices is:
Dialogue: 0,0:04:08.51,0:04:10.79,Default,,0000,0000,0000,,How do you find your choices?
Dialogue: 0,0:04:10.79,0:04:13.06,Default,,0000,0000,0000,,How do you know when it's not a choice?
Dialogue: 0,0:04:13.06,0:04:15.63,Default,,0000,0000,0000,,What does a choice mean?
Dialogue: 0,0:04:15.63,0:04:17.39,Default,,0000,0000,0000,,This is extremely important.
Dialogue: 0,0:04:17.39,0:04:19.27,Default,,0000,0000,0000,,Not only in your work life,
Dialogue: 0,0:04:19.27,0:04:21.74,Default,,0000,0000,0000,,but also in your private life.
Dialogue: 0,0:04:21.74,0:04:23.71,Default,,0000,0000,0000,,I wanted to tell you something about this
Dialogue: 0,0:04:23.71,0:04:25.99,Default,,0000,0000,0000,,and perhaps also pose the question:
Dialogue: 0,0:04:25.99,0:04:27.67,Default,,0000,0000,0000,,How can you learn this?
Dialogue: 0,0:04:27.67,0:04:31.17,Default,,0000,0000,0000,,How can you learn to decide,
Dialogue: 0,0:04:31.17,0:04:35.94,Default,,0000,0000,0000,,and how can you unlearn to decide?
Dialogue: 0,0:04:35.94,0:04:39.57,Default,,0000,0000,0000,,This is what I'd like \Nto talk with you about.
Dialogue: 0,0:04:42.48,0:04:44.89,Default,,0000,0000,0000,,I am not allowed to advertise,
Dialogue: 0,0:04:45.05,0:04:48.85,Default,,0000,0000,0000,,but I sat in this building \Nat the top right for 15 years.
Dialogue: 0,0:04:49.64,0:04:52.23,Default,,0000,0000,0000,,This is taken from the Web\Nand so is not confidential.
Dialogue: 0,0:04:52.23,0:04:54.40,Default,,0000,0000,0000,,[Picture of Beiersdorf Headquarters]
Dialogue: 0,0:04:54.40,0:04:56.98,Default,,0000,0000,0000,,Also I don't have any intention\Nto promote products,
Dialogue: 0,0:04:56.98,0:04:59.52,Default,,0000,0000,0000,,but I'll show you one\Nof the leading products
Dialogue: 0,0:04:59.52,0:05:02.80,Default,,0000,0000,0000,,so that you have seen it.
Dialogue: 0,0:05:08.02,0:05:11.42,Default,,0000,0000,0000,,Beiersdorf is a small scale company.
Dialogue: 0,0:05:11.42,0:05:16.09,Default,,0000,0000,0000,,It is the smallest worldwide\Nconsumer goods corporation.
Dialogue: 0,0:05:16.09,0:05:18.37,Default,,0000,0000,0000,,It has sales on the order\Nof six billion Euro,
Dialogue: 0,0:05:18.37,0:05:21.72,Default,,0000,0000,0000,,four billion of which come\Nfrom the Nivea brand.
Dialogue: 0,0:05:21.72,0:05:25.52,Default,,0000,0000,0000,,Nivea exists in every\Ncountry in the world.
Dialogue: 0,0:05:25.52,0:05:32.57,Default,,0000,0000,0000,,We have about 70 - 80 \Nsubsidiaries across the world,
Dialogue: 0,0:05:32.57,0:05:35.76,Default,,0000,0000,0000,,I have spent a lot of time traveling.
Dialogue: 0,0:05:35.76,0:05:40.55,Default,,0000,0000,0000,,But I have also spent time\Nnow and then with decision making.
Dialogue: 0,0:05:40.55,0:05:47.00,Default,,0000,0000,0000,,The big question is:\Nhow do you get to the top?
Dialogue: 0,0:05:47.20,0:05:49.56,Default,,0000,0000,0000,,I want to make it brief,
Dialogue: 0,0:05:49.56,0:05:52.50,Default,,0000,0000,0000,,but you need to know about\Na couple of important choices.
Dialogue: 0,0:05:52.50,0:05:57.52,Default,,0000,0000,0000,,The first big choice in my life\Nwas not: "get to the top."
Dialogue: 0,0:05:57.56,0:06:00.04,Default,,0000,0000,0000,,The first big choice was
Dialogue: 0,0:06:00.04,0:06:04.12,Default,,0000,0000,0000,,that in 1953 I decided that
Dialogue: 0,0:06:04.12,0:06:06.76,Default,,0000,0000,0000,,I needed to have a Mercedes.
Dialogue: 0,0:06:06.76,0:06:10.51,Default,,0000,0000,0000,,In 1953 it wasn't very common\Nto have a Mercedes.
Dialogue: 0,0:06:10.51,0:06:13.12,Default,,0000,0000,0000,,There was only one person \Nin our area who had one.
Dialogue: 0,0:06:13.12,0:06:14.94,Default,,0000,0000,0000,,He was a director of a factory,
Dialogue: 0,0:06:14.94,0:06:17.34,Default,,0000,0000,0000,,a rather small factory, as I know today.
Dialogue: 0,0:06:17.34,0:06:18.70,Default,,0000,0000,0000,,But he had a Mercedes.
Dialogue: 0,0:06:18.70,0:06:20.22,Default,,0000,0000,0000,,And that was awesome.
Dialogue: 0,0:06:20.22,0:06:21.80,Default,,0000,0000,0000,,Why is that significant here?
Dialogue: 0,0:06:21.80,0:06:23.69,Default,,0000,0000,0000,,Because it's a fundamental way of life.
Dialogue: 0,0:06:23.69,0:06:25.19,Default,,0000,0000,0000,,Not everyone has to emulate it,
Dialogue: 0,0:06:25.19,0:06:27.07,Default,,0000,0000,0000,,it was very materialistic,
Dialogue: 0,0:06:27.07,0:06:29.71,Default,,0000,0000,0000,,and you can only\Nunderstand it when you know
Dialogue: 0,0:06:29.71,0:06:33.61,Default,,0000,0000,0000,,how crappy the world still was in 1953.
Dialogue: 0,0:06:33.94,0:06:37.51,Default,,0000,0000,0000,,When I started school,\Nthere was no currency,
Dialogue: 0,0:06:37.52,0:06:39.80,Default,,0000,0000,0000,,just wheeling and dealing with cigarettes.
Dialogue: 0,0:06:39.80,0:06:42.60,Default,,0000,0000,0000,,When I turned seven,\Nthe D-Mark came along,
Dialogue: 0,0:06:42.60,0:06:45.72,Default,,0000,0000,0000,,and suddenly you could\Nbuy stuff with paper.
Dialogue: 0,0:06:45.72,0:06:48.72,Default,,0000,0000,0000,,That was an entirely \Nnew experience for us.
Dialogue: 0,0:06:48.72,0:06:52.10,Default,,0000,0000,0000,,Though to say, "I want a Mercedes,"\Nsounds trivial,
Dialogue: 0,0:06:52.10,0:06:54.48,Default,,0000,0000,0000,,it is indeed an important choice.
Dialogue: 0,0:06:54.48,0:06:56.89,Default,,0000,0000,0000,,On the road to the top
Dialogue: 0,0:06:56.89,0:06:59.89,Default,,0000,0000,0000,,the obvious first choice to my family
Dialogue: 0,0:06:59.89,0:07:02.54,Default,,0000,0000,0000,,was that I should become \Na lawyer, like everyone else.
Dialogue: 0,0:07:02.54,0:07:04.55,Default,,0000,0000,0000,,I should study in Marburg
Dialogue: 0,0:07:04.55,0:07:07.10,Default,,0000,0000,0000,,because tuition was free --\NI am North Hessian.
Dialogue: 0,0:07:07.10,0:07:10.28,Default,,0000,0000,0000,,Well then you can go into\Nthe same fraternity as your father.
Dialogue: 0,0:07:10.28,0:07:14.06,Default,,0000,0000,0000,,So everything was fixed and predetermined.
Dialogue: 0,0:07:14.13,0:07:17.43,Default,,0000,0000,0000,,When I was 16 - 17 years old\NI went through the normal rebellion,
Dialogue: 0,0:07:17.43,0:07:20.38,Default,,0000,0000,0000,,and said, "I want\Nto do something different."
Dialogue: 0,0:07:20.38,0:07:21.97,Default,,0000,0000,0000,,That wasn't so easy at that time,
Dialogue: 0,0:07:21.97,0:07:24.48,Default,,0000,0000,0000,,because outside of Marburg\Nthere was only Giessen.
Dialogue: 0,0:07:24.48,0:07:25.89,Default,,0000,0000,0000,,Kassel wasn't there,
Dialogue: 0,0:07:25.89,0:07:28.45,Default,,0000,0000,0000,,and, thank God, Darmstadt.
Dialogue: 0,0:07:28.45,0:07:30.09,Default,,0000,0000,0000,,Darmstadt had the advantage
Dialogue: 0,0:07:30.09,0:07:32.01,Default,,0000,0000,0000,,that is was a long way away from Arolsen
Dialogue: 0,0:07:32.01,0:07:34.75,Default,,0000,0000,0000,,and I would be 200 km away from home.
Dialogue: 0,0:07:34.75,0:07:37.43,Default,,0000,0000,0000,,That's how I decided to go to Darmstadt
Dialogue: 0,0:07:37.43,0:07:39.57,Default,,0000,0000,0000,,to become an industrial engineer.
Dialogue: 0,0:07:39.57,0:07:41.99,Default,,0000,0000,0000,,At that time nobody knew what that was.
Dialogue: 0,0:07:41.99,0:07:43.92,Default,,0000,0000,0000,,Today a couple of people know.
Dialogue: 0,0:07:43.92,0:07:46.66,Default,,0000,0000,0000,,Back then it was quite new\Nand I thougt that was great.
Dialogue: 0,0:07:46.66,0:07:48.22,Default,,0000,0000,0000,,I had no idea what it was
Dialogue: 0,0:07:48.22,0:07:49.88,Default,,0000,0000,0000,,but the name was so great
Dialogue: 0,0:07:49.88,0:07:51.56,Default,,0000,0000,0000,,that I have continued to use it.
Dialogue: 0,0:07:51.56,0:07:54.100,Default,,0000,0000,0000,,After I'd been saying for two years,\N"I'll be an industrial engineer,"
Dialogue: 0,0:07:54.100,0:07:56.13,Default,,0000,0000,0000,,I finally had to do it.
Dialogue: 0,0:07:56.13,0:07:59.12,Default,,0000,0000,0000,,That's how I went to Darmstadt,\Nand not to Marburg.
Dialogue: 0,0:07:59.34,0:08:01.98,Default,,0000,0000,0000,,It is a relatively difficult choice\Nfor someone that age
Dialogue: 0,0:08:01.98,0:08:04.67,Default,,0000,0000,0000,,to rebel and go against their family,
Dialogue: 0,0:08:04.67,0:08:06.93,Default,,0000,0000,0000,,but not unheard of.
Dialogue: 0,0:08:06.93,0:08:09.48,Default,,0000,0000,0000,,The second choice was \Nsubstantially more difficult.
Dialogue: 0,0:08:09.48,0:08:12.34,Default,,0000,0000,0000,,At that time I was an assistant\Nat the University in Cologne
Dialogue: 0,0:08:12.34,0:08:17.86,Default,,0000,0000,0000,,and should have and wanted\Nto follow a scientific career path.
Dialogue: 0,0:08:17.86,0:08:22.65,Default,,0000,0000,0000,,But I earned a salary of 1024 D-Mark.
Dialogue: 0,0:08:22.65,0:08:25.35,Default,,0000,0000,0000,,My apartment cost me 500 D-Mark.
Dialogue: 0,0:08:25.35,0:08:27.73,Default,,0000,0000,0000,,And my wife was pregnant.
Dialogue: 0,0:08:27.73,0:08:29.37,Default,,0000,0000,0000,,It was easy to see
Dialogue: 0,0:08:29.37,0:08:32.82,Default,,0000,0000,0000,,that 1024 D-Mark was not going to make it.
Dialogue: 0,0:08:32.82,0:08:35.50,Default,,0000,0000,0000,,Then I bumped into an advertisement\Nfrom Procter & Gamble
Dialogue: 0,0:08:35.50,0:08:37.64,Default,,0000,0000,0000,,that asked in the headline,
Dialogue: 0,0:08:37.64,0:08:39.47,Default,,0000,0000,0000,,"Do you want to earn a lot of money?"
Dialogue: 0,0:08:39.47,0:08:40.99,Default,,0000,0000,0000,,I liked that.
Dialogue: 0,0:08:40.99,0:08:44.06,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:44.06,0:08:45.65,Default,,0000,0000,0000,,So then I started working
Dialogue: 0,0:08:45.65,0:08:49.13,Default,,0000,0000,0000,,at Proctor & Gamble, a company \Nthat was totally unknown at that time.
Dialogue: 0,0:08:49.13,0:08:51.48,Default,,0000,0000,0000,,At that time they had the Rei plants.
Dialogue: 0,0:08:55.43,0:08:59.70,Default,,0000,0000,0000,,Procter & Gamble was\Nthe marketing school of the nation,
Dialogue: 0,0:08:59.70,0:09:01.03,Default,,0000,0000,0000,,even in America.
Dialogue: 0,0:09:01.03,0:09:03.62,Default,,0000,0000,0000,,If someone wanted something,
Dialogue: 0,0:09:03.62,0:09:05.77,Default,,0000,0000,0000,,he went to Procter & Gamble
Dialogue: 0,0:09:05.77,0:09:08.54,Default,,0000,0000,0000,,to learn marketing and then\Nwould go somewhere else.
Dialogue: 0,0:09:08.54,0:09:11.18,Default,,0000,0000,0000,,It sounds absurd but there\Nare plenty of examples.
Dialogue: 0,0:09:11.18,0:09:15.40,Default,,0000,0000,0000,,Jeff Immelt from General Electric\Nwas an assistant there,
Dialogue: 0,0:09:15.40,0:09:19.86,Default,,0000,0000,0000,,and Margaret Whitman,\Nwho is now with Hewlett Packard
Dialogue: 0,0:09:19.87,0:09:21.10,Default,,0000,0000,0000,,was also there.
Dialogue: 0,0:09:21.10,0:09:23.02,Default,,0000,0000,0000,,Thus, it was the school of the nation.
Dialogue: 0,0:09:23.02,0:09:26.22,Default,,0000,0000,0000,,It was great and I worked my way up\Nto product manager,
Dialogue: 0,0:09:26.22,0:09:29.82,Default,,0000,0000,0000,,first in Germany and then in the USA.
Dialogue: 0,0:09:29.82,0:09:31.67,Default,,0000,0000,0000,,The third choice was in 1989,
Dialogue: 0,0:09:31.67,0:09:35.75,Default,,0000,0000,0000,,when Procter & Gamble\Nrelocated me to the Soviet Union.
Dialogue: 0,0:09:35.75,0:09:37.90,Default,,0000,0000,0000,,I figured out pretty fast
Dialogue: 0,0:09:37.90,0:09:40.80,Default,,0000,0000,0000,,that that was really not my thing.
Dialogue: 0,0:09:40.80,0:09:44.24,Default,,0000,0000,0000,,Especially since my knowledge\Nof Russian is very limited.
Dialogue: 0,0:09:44.24,0:09:48.30,Default,,0000,0000,0000,,But I was General Manager for\NEastern Europe and the Soviet Union.
Dialogue: 0,0:09:48.30,0:09:52.16,Default,,0000,0000,0000,,Then a headhunter\Nreached out to me and said
Dialogue: 0,0:09:52.16,0:09:56.12,Default,,0000,0000,0000,,he wanted to offer me\Na job at Beiersdorf.
Dialogue: 0,0:09:56.12,0:09:58.72,Default,,0000,0000,0000,,After that, I went to Beiersdorf
Dialogue: 0,0:09:58.72,0:10:03.56,Default,,0000,0000,0000,,and was there for the past 15 years.
Dialogue: 0,0:10:13.88,0:10:15.73,Default,,0000,0000,0000,,The most important decision
Dialogue: 0,0:10:15.73,0:10:19.62,Default,,0000,0000,0000,,I had to make in my time with Beiersdorf
Dialogue: 0,0:10:19.62,0:10:24.44,Default,,0000,0000,0000,,was the question: do we sell the company\Nto Procter & Gamble or not?
Dialogue: 0,0:10:24.44,0:10:27.11,Default,,0000,0000,0000,,That was ten years ago.
Dialogue: 0,0:10:27.85,0:10:30.100,Default,,0000,0000,0000,,Here are the headlines from that time.
Dialogue: 0,0:10:38.19,0:10:40.43,Default,,0000,0000,0000,,[Taking over Beiersdorf \Nwon't be easy: Kunisch]
Dialogue: 0,0:10:40.43,0:10:44.57,Default,,0000,0000,0000,,It says here, "Kunisch would\Nmake it difficult for anyone
Dialogue: 0,0:10:44.57,0:10:48.69,Default,,0000,0000,0000,,to take over Beiersdorf."
Dialogue: 0,0:10:48.69,0:10:50.79,Default,,0000,0000,0000,,That was a very difficult decision.
Dialogue: 0,0:10:50.79,0:10:52.40,Default,,0000,0000,0000,,I knew Procter & Gamble,
Dialogue: 0,0:10:52.40,0:10:55.25,Default,,0000,0000,0000,,and that when Procter & Gamble\Nwants to buy a company,
Dialogue: 0,0:10:55.25,0:10:57.59,Default,,0000,0000,0000,,they buy it.
Dialogue: 0,0:10:57.59,0:11:01.34,Default,,0000,0000,0000,,There is not a single case\Nwhere they had failed at this.
Dialogue: 0,0:11:01.34,0:11:05.24,Default,,0000,0000,0000,,The question that my wife \Nand I had to answer, was:
Dialogue: 0,0:11:05.24,0:11:09.60,Default,,0000,0000,0000,,Can we fight back, though there is \Na high probability of failure?
Dialogue: 0,0:11:09.60,0:11:12.89,Default,,0000,0000,0000,,Or do we go along,
Dialogue: 0,0:11:12.89,0:11:16.82,Default,,0000,0000,0000,,with the high probability \Nof earning a lot of money?
Dialogue: 0,0:11:16.82,0:11:19.37,Default,,0000,0000,0000,,That is a very difficulty decision.
Dialogue: 0,0:11:19.37,0:11:23.02,Default,,0000,0000,0000,,Thank God that Beiersdorf\Nis still independent today.
Dialogue: 0,0:11:23.02,0:11:26.28,Default,,0000,0000,0000,,And Beiersdorf stayed independent,
Dialogue: 0,0:11:26.28,0:11:27.87,Default,,0000,0000,0000,,not on my account,
Dialogue: 0,0:11:27.87,0:11:29.97,Default,,0000,0000,0000,,but rather the city of Hamburg stepped in
Dialogue: 0,0:11:29.97,0:11:33.37,Default,,0000,0000,0000,,and laid one billion Marks\Non the table and bought it.
Dialogue: 0,0:11:33.37,0:11:35.07,Default,,0000,0000,0000,,That was a good investment
Dialogue: 0,0:11:35.07,0:11:38.31,Default,,0000,0000,0000,,because today Beiersdorf continues\Nto be a solid taxpayer in Hamburg.
Dialogue: 0,0:11:38.31,0:11:40.11,Default,,0000,0000,0000,,That wouldn't be the case otherwise.
Dialogue: 0,0:11:40.11,0:11:42.33,Default,,0000,0000,0000,,An extremely difficult decision.
Dialogue: 0,0:11:42.54,0:11:45.15,Default,,0000,0000,0000,,And my last choice was,
Dialogue: 0,0:11:45.15,0:11:46.70,Default,,0000,0000,0000,,as I indicated earlier:
Dialogue: 0,0:11:46.70,0:11:49.38,Default,,0000,0000,0000,,When do I voluntarily quit?
Dialogue: 0,0:11:49.38,0:11:50.76,Default,,0000,0000,0000,,This is also difficult
Dialogue: 0,0:11:50.76,0:11:54.12,Default,,0000,0000,0000,,because when all of a sudden\Nyou are no longer truly important,
Dialogue: 0,0:11:54.12,0:11:56.94,Default,,0000,0000,0000,,then you have a problem with that.
Dialogue: 0,0:11:56.94,0:12:00.18,Default,,0000,0000,0000,,Decision making, ladies and gentlemen,
Dialogue: 0,0:12:00.18,0:12:03.38,Default,,0000,0000,0000,,is an extremely challenging subject.
Dialogue: 0,0:12:03.38,0:12:05.79,Default,,0000,0000,0000,,Why is it so difficult?
Dialogue: 0,0:12:05.79,0:12:07.80,Default,,0000,0000,0000,,You know the extremes:
Dialogue: 0,0:12:07.80,0:12:11.46,Default,,0000,0000,0000,,We speak colloquially \Nabout the burden of choice,
Dialogue: 0,0:12:11.46,0:12:15.62,Default,,0000,0000,0000,,or we concede\Nthe decision making to others.
Dialogue: 0,0:12:15.62,0:12:19.10,Default,,0000,0000,0000,,It is neither one nor the other.
Dialogue: 0,0:12:19.10,0:12:20.84,Default,,0000,0000,0000,,It is, in my opinion,
Dialogue: 0,0:12:20.84,0:12:25.44,Default,,0000,0000,0000,,a necessity, to define our life.
Dialogue: 0,0:12:25.44,0:12:28.34,Default,,0000,0000,0000,,Sometimes we have to decide this.
Dialogue: 0,0:12:28.34,0:12:31.01,Default,,0000,0000,0000,,And it's hard.
Dialogue: 0,0:12:31.01,0:12:35.51,Default,,0000,0000,0000,,Because once you've made a decision,\Nyour options are eliminated.
Dialogue: 0,0:12:35.51,0:12:39.70,Default,,0000,0000,0000,,And we like to live with options.
Dialogue: 0,0:12:39.70,0:12:42.62,Default,,0000,0000,0000,,We like to leave things open.
Dialogue: 0,0:12:42.62,0:12:45.75,Default,,0000,0000,0000,,Making the decision ends that,
Dialogue: 0,0:12:45.75,0:12:48.01,Default,,0000,0000,0000,,and that is what makes it so difficult.
Dialogue: 0,0:12:48.01,0:12:51.76,Default,,0000,0000,0000,,Saying, "Yes" is relatively easy.
Dialogue: 0,0:12:51.76,0:12:54.52,Default,,0000,0000,0000,,Saying, "No" is extremely hard,
Dialogue: 0,0:12:54.52,0:12:56.73,Default,,0000,0000,0000,,but extremely important.
Dialogue: 0,0:12:57.64,0:13:01.15,Default,,0000,0000,0000,,The best example is marriage,
Dialogue: 0,0:13:01.15,0:13:02.51,Default,,0000,0000,0000,,as the motto says,
Dialogue: 0,0:13:02.51,0:13:04.26,Default,,0000,0000,0000,,"You can't marry all of them."
Dialogue: 0,0:13:04.26,0:13:07.58,Default,,0000,0000,0000,,So that means a commitment.
Dialogue: 0,0:13:07.58,0:13:11.27,Default,,0000,0000,0000,,And we don't like commitments.
Dialogue: 0,0:13:11.27,0:13:14.14,Default,,0000,0000,0000,,Which is why the modern media allows us
Dialogue: 0,0:13:14.14,0:13:17.09,Default,,0000,0000,0000,,to no longer make commitments,
Dialogue: 0,0:13:17.09,0:13:21.87,Default,,0000,0000,0000,,that is, everything that\Nyou do today, with chats, etc.
Dialogue: 0,0:13:21.87,0:13:23.71,Default,,0000,0000,0000,,A very simple example:
Dialogue: 0,0:13:23.71,0:13:25.75,Default,,0000,0000,0000,,Where do we want to go tonight?
Dialogue: 0,0:13:25.75,0:13:27.83,Default,,0000,0000,0000,,What are we going to do tonight?
Dialogue: 0,0:13:27.83,0:13:29.94,Default,,0000,0000,0000,,This is a topic that today you wait
Dialogue: 0,0:13:29.94,0:13:32.94,Default,,0000,0000,0000,,until seven or eight o'clock\Nin the evening to discuss
Dialogue: 0,0:13:32.94,0:13:35.98,Default,,0000,0000,0000,,before you decide.
Dialogue: 0,0:13:35.98,0:13:37.60,Default,,0000,0000,0000,,A long time ago it was different.
Dialogue: 0,0:13:37.60,0:13:41.34,Default,,0000,0000,0000,,A long time ago you would call\Non the telephone,
Dialogue: 0,0:13:41.34,0:13:45.46,Default,,0000,0000,0000,,but this continuous information,
Dialogue: 0,0:13:45.46,0:13:49.64,Default,,0000,0000,0000,,this always-being-available,\Ndidn't exist earlier.
Dialogue: 0,0:13:49.64,0:13:52.77,Default,,0000,0000,0000,,When my first daughter \Nwanted to use the telephone
Dialogue: 0,0:13:52.77,0:13:54.83,Default,,0000,0000,0000,,there was one telephone in the house.
Dialogue: 0,0:13:54.83,0:13:57.04,Default,,0000,0000,0000,,It was in a clear, visible place.
Dialogue: 0,0:13:57.04,0:13:58.61,Default,,0000,0000,0000,,When you wanted to make a call
Dialogue: 0,0:13:58.61,0:14:00.12,Default,,0000,0000,0000,,you had to go to the phone
Dialogue: 0,0:14:00.12,0:14:01.86,Default,,0000,0000,0000,,and the whole family could hear
Dialogue: 0,0:14:01.86,0:14:03.50,Default,,0000,0000,0000,,what you said.
Dialogue: 0,0:14:03.50,0:14:05.08,Default,,0000,0000,0000,,It was uncomfortable.
Dialogue: 0,0:14:05.08,0:14:06.89,Default,,0000,0000,0000,,The second daughter had more luck.
Dialogue: 0,0:14:06.89,0:14:09.11,Default,,0000,0000,0000,,By then we had a cordless phone,
Dialogue: 0,0:14:09.11,0:14:11.78,Default,,0000,0000,0000,,you probably don't know the term anymore,
Dialogue: 0,0:14:11.78,0:14:14.89,Default,,0000,0000,0000,,and you could go into your own room
Dialogue: 0,0:14:14.89,0:14:17.12,Default,,0000,0000,0000,,when the reception was strong enough
Dialogue: 0,0:14:17.12,0:14:19.08,Default,,0000,0000,0000,,and the door was not closed all the way.
Dialogue: 0,0:14:19.08,0:14:20.78,Default,,0000,0000,0000,,But you could retreat.
Dialogue: 0,0:14:20.78,0:14:23.46,Default,,0000,0000,0000,,An entirely different\Nquality of engagement.
Dialogue: 0,0:14:23.46,0:14:25.01,Default,,0000,0000,0000,,Then came the mobile phones,
Dialogue: 0,0:14:25.01,0:14:28.84,Default,,0000,0000,0000,,and today obviously\Nthe chat options and the internet
Dialogue: 0,0:14:28.84,0:14:32.02,Default,,0000,0000,0000,,being connected\Nsimultaneously with so many,
Dialogue: 0,0:14:32.02,0:14:34.62,Default,,0000,0000,0000,,without their parents knowing.
Dialogue: 0,0:14:35.00,0:14:39.75,Default,,0000,0000,0000,,Back to the very simple question,\N"What are we doing tonight?"
Dialogue: 0,0:14:39.75,0:14:43.14,Default,,0000,0000,0000,,Where as before you had \Nto decide earlier in the day,
Dialogue: 0,0:14:43.14,0:14:46.37,Default,,0000,0000,0000,,now you don't have to decide\Nuntil seven o'clock in the evening.
Dialogue: 0,0:14:46.37,0:14:48.20,Default,,0000,0000,0000,,This is something that is helping us
Dialogue: 0,0:14:48.20,0:14:51.02,Default,,0000,0000,0000,,to forget how to make decisions.
Dialogue: 0,0:14:51.02,0:14:53.87,Default,,0000,0000,0000,,And my point here is:
Dialogue: 0,0:14:53.87,0:14:57.33,Default,,0000,0000,0000,,make an effort to -- I will say\Na few more words about this --
Dialogue: 0,0:14:57.33,0:15:00.94,Default,,0000,0000,0000,,endeavour to make the decisions
Dialogue: 0,0:15:00.94,0:15:03.09,Default,,0000,0000,0000,,even when it hurts.
Dialogue: 0,0:15:03.09,0:15:07.90,Default,,0000,0000,0000,,I'm going to use the economy\Nas an illustration.
Dialogue: 0,0:15:07.90,0:15:10.75,Default,,0000,0000,0000,,There you have to make decisions.
Dialogue: 0,0:15:10.75,0:15:14.100,Default,,0000,0000,0000,,In addition you have to be clear.
Dialogue: 0,0:15:14.100,0:15:17.29,Default,,0000,0000,0000,,We call this strategy.
Dialogue: 0,0:15:17.29,0:15:20.50,Default,,0000,0000,0000,,It is very simple --\Nmake a plan to reach a goal
Dialogue: 0,0:15:20.50,0:15:23.75,Default,,0000,0000,0000,,and you have to consider \Nwhat will lead to the goal.
Dialogue: 0,0:15:23.75,0:15:26.93,Default,,0000,0000,0000,,You develop options for the strategy,
Dialogue: 0,0:15:26.93,0:15:29.83,Default,,0000,0000,0000,,such as, "Where am I strong?\NWhere is my company strong?
Dialogue: 0,0:15:29.83,0:15:31.68,Default,,0000,0000,0000,,Where are the others weak?"
Dialogue: 0,0:15:31.68,0:15:35.45,Default,,0000,0000,0000,,Then you choose which\Nare the strongest aspects.
Dialogue: 0,0:15:35.45,0:15:40.49,Default,,0000,0000,0000,,And the choices that contribute\Nto the strongest aspects
Dialogue: 0,0:15:40.49,0:15:43.16,Default,,0000,0000,0000,,help to reinforce them,
Dialogue: 0,0:15:43.16,0:15:45.91,Default,,0000,0000,0000,,and these then are the decisions.
Dialogue: 0,0:15:45.91,0:15:49.59,Default,,0000,0000,0000,,That means you need to set\Na benchmark for the decisions.
Dialogue: 0,0:15:50.75,0:15:53.06,Default,,0000,0000,0000,,It is a choice between alternatives.
Dialogue: 0,0:15:53.06,0:15:56.68,Default,,0000,0000,0000,,We're not talking about emotional choices,
Dialogue: 0,0:15:56.68,0:15:59.56,Default,,0000,0000,0000,,which are also important.\NI cannot speak to these.
Dialogue: 0,0:15:59.56,0:16:01.70,Default,,0000,0000,0000,,These choices you must make yourself,
Dialogue: 0,0:16:01.70,0:16:04.25,Default,,0000,0000,0000,,but there are rational decisions.
Dialogue: 0,0:16:04.25,0:16:07.95,Default,,0000,0000,0000,,And the guideline for these\Nrational decisions,
Dialogue: 0,0:16:07.95,0:16:12.34,Default,,0000,0000,0000,,your strategy, you must take\Nfrom your end goal.
Dialogue: 0,0:16:12.34,0:16:15.11,Default,,0000,0000,0000,,My suggestion to you is
Dialogue: 0,0:16:15.11,0:16:16.80,Default,,0000,0000,0000,,that you consider for yourself,
Dialogue: 0,0:16:16.80,0:16:19.24,Default,,0000,0000,0000,,not every day, but maybe\Nevery three - four months:
Dialogue: 0,0:16:19.24,0:16:20.82,Default,,0000,0000,0000,,Where do I really want to go?
Dialogue: 0,0:16:20.82,0:16:22.82,Default,,0000,0000,0000,,Where are my strengths?
Dialogue: 0,0:16:22.82,0:16:25.72,Default,,0000,0000,0000,,What are my weaknesses?
Dialogue: 0,0:16:25.72,0:16:28.50,Default,,0000,0000,0000,,How will I be seen from outside?
Dialogue: 0,0:16:28.50,0:16:30.94,Default,,0000,0000,0000,,How will I see myself?
Dialogue: 0,0:16:31.26,0:16:34.50,Default,,0000,0000,0000,,All of these are strategic questions\Nfor your personal life,
Dialogue: 0,0:16:34.50,0:16:36.41,Default,,0000,0000,0000,,for your future.
Dialogue: 0,0:16:36.41,0:16:38.93,Default,,0000,0000,0000,,You must choose
Dialogue: 0,0:16:38.93,0:16:40.61,Default,,0000,0000,0000,,and then you must evaluate.
Dialogue: 0,0:16:40.61,0:16:42.76,Default,,0000,0000,0000,,What is actually, really important to me?
Dialogue: 0,0:16:42.76,0:16:44.30,Default,,0000,0000,0000,,That is the hardest part.
Dialogue: 0,0:16:44.30,0:16:46.91,Default,,0000,0000,0000,,What is really important to me?
Dialogue: 0,0:16:46.91,0:16:48.54,Default,,0000,0000,0000,,When you have figured that out
Dialogue: 0,0:16:48.54,0:16:51.65,Default,,0000,0000,0000,,then you can align\Nyour choices with that.
Dialogue: 0,0:16:51.65,0:16:53.13,Default,,0000,0000,0000,,Back to my example:
Dialogue: 0,0:16:53.13,0:16:55.18,Default,,0000,0000,0000,,When the Mercedes\Nis really important to you
Dialogue: 0,0:16:55.18,0:16:57.50,Default,,0000,0000,0000,,you have to earn money\Nand you have to say,
Dialogue: 0,0:16:57.50,0:17:00.91,Default,,0000,0000,0000,,I'll take on some hardships\Nin order to earn money,
Dialogue: 0,0:17:00.91,0:17:03.02,Default,,0000,0000,0000,,to earn a lot of money.
Dialogue: 0,0:17:03.02,0:17:05.41,Default,,0000,0000,0000,,You can also practice making choices.
Dialogue: 0,0:17:05.41,0:17:08.22,Default,,0000,0000,0000,,When you sit down on \NMonday morning once a week
Dialogue: 0,0:17:08.22,0:17:10.99,Default,,0000,0000,0000,,and ask: What do I want\Nto accomplish this week?
Dialogue: 0,0:17:10.99,0:17:14.05,Default,,0000,0000,0000,,And then sit down on Friday\Nand see: What did I accomplish?
Dialogue: 0,0:17:14.05,0:17:16.46,Default,,0000,0000,0000,,Then there are different possibilities.
Dialogue: 0,0:17:16.46,0:17:18.30,Default,,0000,0000,0000,,If you didn't accomplish anything,
Dialogue: 0,0:17:18.30,0:17:21.40,Default,,0000,0000,0000,,then either your goal wasn't right \Nor it wasn't important,
Dialogue: 0,0:17:21.40,0:17:23.65,Default,,0000,0000,0000,,or you weren't honest with yourself.
Dialogue: 0,0:17:23.65,0:17:25.89,Default,,0000,0000,0000,,If you accomplished everything,
Dialogue: 0,0:17:25.89,0:17:27.87,Default,,0000,0000,0000,,the same can be said from the other side.
Dialogue: 0,0:17:27.87,0:17:32.00,Default,,0000,0000,0000,,Meaning, you must consider the question:\NWhat do I want accomplish in this week,
Dialogue: 0,0:17:32.00,0:17:35.61,Default,,0000,0000,0000,,in this year, in this life?
Dialogue: 0,0:17:35.61,0:17:38.75,Default,,0000,0000,0000,,What is actually, really important to me?
Dialogue: 0,0:17:38.75,0:17:43.17,Default,,0000,0000,0000,,and then take action \Nbased on this framework.
Dialogue: 0,0:17:43.17,0:17:45.74,Default,,0000,0000,0000,,I'd like to invite you to do this.
Dialogue: 0,0:17:45.74,0:17:47.65,Default,,0000,0000,0000,,Begin on Monday morning,
Dialogue: 0,0:17:47.65,0:17:50.07,Default,,0000,0000,0000,,to consider what you're \Ngoing to do tonight.
Dialogue: 0,0:17:50.07,0:17:51.51,Default,,0000,0000,0000,,It is very simple,
Dialogue: 0,0:17:51.51,0:17:54.90,Default,,0000,0000,0000,,and will lead you,\Nin the long run, to consider:
Dialogue: 0,0:17:54.90,0:17:57.78,Default,,0000,0000,0000,,What am I? What do I want to be?
Dialogue: 0,0:17:57.78,0:18:01.41,Default,,0000,0000,0000,,What do I want to accomplish\Nor not accomplish?
Dialogue: 0,0:18:01.41,0:18:02.92,Default,,0000,0000,0000,,Those are you choices.
Dialogue: 0,0:18:02.92,0:18:08.01,Default,,0000,0000,0000,,Accordingly, in the words of Goethe,
Dialogue: 0,0:18:08.01,0:18:11.10,Default,,0000,0000,0000,,the decision is great and important,
Dialogue: 0,0:18:11.10,0:18:13.20,Default,,0000,0000,0000,,but the execution\Nof it is equally critical.
Dialogue: 0,0:18:13.20,0:18:17.00,Default,,0000,0000,0000,,Otherwise it remains thought simulation.
Dialogue: 0,0:18:18.50,0:18:21.80,Default,,0000,0000,0000,,You need decisions
Dialogue: 0,0:18:21.80,0:18:23.93,Default,,0000,0000,0000,,in order to move beyond\Nthe mental exercise
Dialogue: 0,0:18:23.93,0:18:26.36,Default,,0000,0000,0000,,and enter into actual life.
Dialogue: 0,0:18:26.36,0:18:27.33,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:18:27.33,0:18:29.75,Default,,0000,0000,0000,,(Applause)