0:00:16.762,0:00:21.972
What's the one decision[br]that you are going to make in your life

0:00:21.976,0:00:27.726
that's going to determine your future[br]mental health, happiness and well-being

0:00:27.726,0:00:30.797
more than any other decision[br]you're going to make?

0:00:31.657,0:00:35.877
Well, that decision is[br]who you choose to marry.

0:00:35.877,0:00:38.264
Or put another way, who you choose

0:00:38.264,0:00:43.296
to enter into a long-term,[br]committed, monogamous relationship.

0:00:43.910,0:00:47.800
If you get that decision wrong,[br]and you end up with the wrong person,

0:00:47.800,0:00:50.860
then that's going to cause you[br]more unhappiness and distress

0:00:50.860,0:00:53.372
than any other decision in your life.

0:00:53.372,0:00:55.922
In fact, it's going to be so bad

0:00:55.922,0:01:00.937
that you might as well get a season ticket[br]to my psychiatric clinic.

0:01:00.937,0:01:03.507
(Laughter)

0:01:03.507,0:01:05.912
Now, the survey data suggests

0:01:05.912,0:01:09.232
that around the world[br]99% of the population

0:01:09.232,0:01:14.162
desire a single committed,[br]monogamous, long-term relationship.

0:01:14.162,0:01:16.238
It's something that everyone wants,

0:01:16.238,0:01:20.328
so how to get that decision right[br]is extremely important.

0:01:20.671,0:01:24.051
There are many different aspects[br]of that decision we could discuss,

0:01:24.051,0:01:25.407
we could talk, for example,

0:01:25.407,0:01:28.717
about how to know[br]when you've met the right person.

0:01:28.717,0:01:30.926
But because it's a big[br]and complicated subject,

0:01:30.926,0:01:33.741
I'm going to focus just[br]on one aspect in the short time

0:01:33.741,0:01:35.524
I've got to talk to you today.

0:01:35.524,0:01:39.734
And that aspect is going to be:[br]how to seduce.

0:01:39.744,0:01:44.352
Or to put it in more common[br]British parlance: how to pull.

0:01:44.352,0:01:46.062
(Laughter)

0:01:46.062,0:01:48.736
I became interested in the subject[br]as a psychiatrist,

0:01:48.736,0:01:51.786
when I had a moment[br]of epiphany in a clinic.

0:01:51.786,0:01:55.493
I was working in the outpatient department[br]at my psychiatric hospital,

0:01:55.493,0:01:58.366
I was consulting with a young lady[br]who was pretty depressed,

0:01:58.366,0:02:01.876
and all of a sudden, she announced[br]in the middle of the consultation:

0:02:01.876,0:02:07.494
'Dr Persaud, I don't need Prozac,[br]I need a boyfriend.'

0:02:08.354,0:02:13.204
It was at that moment that I realized[br]that more success in relationships

0:02:13.204,0:02:16.636
would go a long way[br]to improving people's happiness.

0:02:16.636,0:02:20.459
That if we could help people[br]improve their relationships

0:02:20.459,0:02:22.172
and how they conduct relationships,

0:02:22.172,0:02:25.432
it would go a long way[br]to improving their mental health.

0:02:25.432,0:02:28.709
Hence, I got interested[br]in the science of seduction.

0:02:28.709,0:02:30.559
Now it's very important you understand

0:02:30.559,0:02:32.872
that my interest[br]in the science of seduction

0:02:32.872,0:02:37.259
is purely academic, clinical, scientific.

0:02:37.259,0:02:39.815
I have no personal interest[br]in this subject.

0:02:39.815,0:02:43.132
Indeed, before I came this evening[br]to give you this talk,

0:02:43.132,0:02:46.059
my wife said it's very important[br]that you make sure

0:02:46.059,0:02:49.522
that they don't think[br]you're some kind of academic geek

0:02:49.522,0:02:51.908
who started reading[br]about the science of seduction

0:02:51.908,0:02:55.707
because you found the whole[br]relationship thing kind of puzzling.

0:02:56.367,0:02:58.667
When the publishers[br]rang me up for the first time

0:02:58.667,0:03:01.429
to ask me to write[br]my first book on seduction,

0:03:01.429,0:03:03.459
I rang my wife, I was very excited.

0:03:03.459,0:03:06.003
I said, 'Darling, the publishers[br]have just rung me up,

0:03:06.006,0:03:07.586
and they have commissioned me

0:03:07.586,0:03:12.276
to write the very next book[br]they want to publish on how to seduce.'

0:03:12.866,0:03:17.094
There was a distinct silence[br]down the line, and then my wife said,

0:03:17.509,0:03:19.326
'Yes, but why you?'

0:03:19.326,0:03:21.683
(Laughter)

0:03:21.683,0:03:24.564
Which I thought was somewhat harsh.

0:03:24.564,0:03:27.212
The other reason why I think[br]seduction is very important

0:03:27.212,0:03:30.942
is that it actually goes to the heart[br]of a huge amount of human happiness.

0:03:30.942,0:03:33.267
You see, people come to me at my clinic,

0:03:33.267,0:03:36.772
and they tell me all about the things[br]they want from life and the world

0:03:36.772,0:03:38.255
that they are not getting.

0:03:38.255,0:03:39.648
And they are very frustrated.

0:03:39.648,0:03:42.676
They may want a date,[br]they may want a Ferrari in their garage,

0:03:42.676,0:03:45.326
or they may want a million pounds[br]in their bank account.

0:03:45.326,0:03:48.426
They always tell me what they want[br]and what they're not getting.

0:03:48.426,0:03:50.093
What they don't tell me

0:03:50.093,0:03:54.343
is what they need to give[br]in order to get what they want.

0:03:54.343,0:03:57.394
You see, at the heart of life[br]is a transaction.

0:03:57.394,0:04:00.149
You can get what you want[br]from the world and life,

0:04:00.149,0:04:02.725
but you have to be able to give something

0:04:02.725,0:04:05.723
that the world wants[br]and you need to give it first.

0:04:05.723,0:04:07.683
I'm going to let you into a little secret

0:04:07.683,0:04:10.403
that all of the most highly effective[br]people on the planet

0:04:10.403,0:04:13.410
already intuitively know, and that is,

0:04:13.410,0:04:15.161
life is a seduction.

0:04:15.641,0:04:18.514
We need to seduce the world[br]and the people in it

0:04:18.514,0:04:22.453
and seduce life into giving us[br]the things that we want.

0:04:22.453,0:04:24.452
And in order to seduce successfully,

0:04:24.452,0:04:28.037
we need to make the world the right offer.

0:04:28.037,0:04:29.465
You see, in a general sense,[br]

0:04:29.465,0:04:32.985
we need to be constantly seducing[br]our friends, our lovers as well,

0:04:32.985,0:04:37.932
but our work colleagues, in a strictly[br]perhaps not erotic sense of the word,

0:04:37.932,0:04:42.073
but we need to be seducing them[br]into giving us the things that we want.

0:04:42.073,0:04:45.259
Now, I know already many of you[br]are going to be a bit disappointed,

0:04:45.259,0:04:48.409
you were sitting there hoping[br]I was going to give you some hot tips

0:04:48.409,0:04:49.616
on how to seduce

0:04:49.616,0:04:54.076
in terms of more narrow erotic[br]sense of the word 'seduction'.

0:04:54.076,0:04:55.228
Well, the good news is,

0:04:55.228,0:04:58.452
yes, some of the tips[br]I'm about to give you will be helpful

0:04:58.452,0:05:00.242
if you came here focused

0:05:00.242,0:05:03.282
on the more narrow erotic sense[br]of the word seduction.

0:05:03.742,0:05:06.309
The bad news is,[br]if you have been sitting here

0:05:06.309,0:05:09.474
really locked in and focused in[br]on getting some hot tips

0:05:09.474,0:05:13.464
on how to seduce in the more[br]narrow erotic sense of the word,

0:05:13.464,0:05:16.360
well, that says so much about you.

0:05:16.360,0:05:18.391
(Laughter)

0:05:18.391,0:05:21.559
So the other thing I want to say[br]before I finally reveal these tips

0:05:21.559,0:05:24.549
is what I like about them[br]is how democratic they are.

0:05:24.558,0:05:28.288
What they kind of say is that anyone[br]can become more seductive.

0:05:28.305,0:05:31.766
It doesn't really matter how hot you look[br]or how cool you are.

0:05:31.766,0:05:34.794
I find that most people[br]seem to have rather low self-esteem

0:05:34.794,0:05:36.147
when it comes to seduction.

0:05:36.147,0:05:38.717
They kind of think,[br]I can't be really seductive.

0:05:38.717,0:05:41.947
What's really amazing about the social[br]psychology of seduction is

0:05:41.947,0:05:45.143
what it says is,[br]anyone can become more seductive,

0:05:45.143,0:05:47.493
and indeed, some of these tips[br]are so powerful

0:05:47.493,0:05:51.389
you can leap ahead of even[br]the hottest person that you know

0:05:51.389,0:05:53.405
or the coolest member[br]of your social group

0:05:53.405,0:05:56.075
and become more seductive than them.

0:05:56.957,0:06:02.437
So, the first tip comes from a really[br]interesting social psychology experiment.

0:06:02.440,0:06:05.358
In the social psychology experiment,[br]the social psychologist,

0:06:05.358,0:06:07.672
an academic working[br]in the university department,

0:06:07.672,0:06:11.290
recruits some students[br]to be confederates of the experimenter.

0:06:11.290,0:06:13.938
He sends the students out on a date,

0:06:13.938,0:06:16.441
they invite people to come[br]on a date with a student.

0:06:16.441,0:06:19.921
The person invited to come on the date[br]thinks it's just a date,

0:06:19.921,0:06:23.312
but actually, there's a social[br]psychology experiment going on.

0:06:23.312,0:06:25.630
The social psychologist[br]instructs the student,

0:06:25.630,0:06:27.675
who is the confederate[br]of the experimenter,[br]

0:06:27.675,0:06:29.415
to, throughout the date,

0:06:29.415,0:06:32.885
agree with everything[br]the other person is saying.

0:06:32.885,0:06:34.072
Then at the end of date,

0:06:34.072,0:06:37.314
it's revealed that there was[br]a social psychology experiment going on,

0:06:37.314,0:06:39.878
and a rating is secured

0:06:39.878,0:06:42.968
for how attractive[br]the student confederate was found,

0:06:42.968,0:06:45.458
given how they behaved during the date.

0:06:45.885,0:06:49.353
In the first condition of the experiment,[br]the student confederate goes out

0:06:49.353,0:06:53.283
and just agrees with everything[br]the other person says on the date,

0:06:53.283,0:06:55.503
and an attraction rating[br]is secured in the end,

0:06:55.503,0:06:58.763
and people are found[br]moderately attractive in that condition.

0:06:58.763,0:07:00.898
In the second condition of the experiment,

0:07:00.898,0:07:03.278
the student confederate[br]is sent out on the date

0:07:03.287,0:07:08.047
and is instructed to disagree[br]with everything the other person says.

0:07:08.047,0:07:10.838
So it goes a bit like this:[br]'I really like this restaurant.

0:07:10.838,0:07:13.543
So lovely, what do you think?'[br]'No, I don't like it.'

0:07:13.543,0:07:14.545
(Laughter)

0:07:14.545,0:07:16.973
'This fish was rather nice,[br]don't you think?'

0:07:16.973,0:07:18.313
'No, I don't like it.'

0:07:19.287,0:07:22.408
It comes as no surprise[br]if you spend the whole date doing that,

0:07:22.408,0:07:24.833
disagreeing with everything[br]the other person says,

0:07:24.833,0:07:28.064
you're not really found[br]very attractive at all.

0:07:28.064,0:07:29.750
So far, so obvious.

0:07:30.150,0:07:34.498
Now, the third condition of the experiment[br]is where things get really interesting.

0:07:34.868,0:07:38.173
In the third experiment,[br]the student confederate is sent out

0:07:38.173,0:07:42.061
with the instruction to spend[br]the first half of the date

0:07:42.061,0:07:44.708
disagreeing with everything[br]the other person says,

0:07:44.708,0:07:48.618
and then to switch and start agreeing[br]for the second half of the date.

0:07:49.417,0:07:51.216
And amazingly enough,

0:07:51.216,0:07:55.279
you're found most attractive of all[br]in this condition.

0:07:55.279,0:07:56.849
Now why is that?

0:07:56.849,0:07:59.717
There's rather some complex[br]psychological theories going on

0:07:59.717,0:08:02.306
as to what's going on,[br]so I'm going to cut to the chase

0:08:02.306,0:08:05.627
and give you what I think is[br]the most profound and important theory.

0:08:05.627,0:08:07.371
You see the other person on the date

0:08:07.371,0:08:11.443
didn't realize there was a Machiavellian[br]manipulative plot of thought,

0:08:11.443,0:08:14.364
whereby you were watching[br]for the clock to hit a certain time,

0:08:14.364,0:08:15.927
and then you're going to switch.

0:08:15.927,0:08:17.477
What their experience of you was

0:08:17.477,0:08:20.357
that you were rather difficult[br]in the first half of the date,

0:08:20.357,0:08:22.201
and then you warmed up to them.

0:08:22.201,0:08:25.085
And they think they had an impact on you.

0:08:25.085,0:08:27.351
They think they warmed you up.

0:08:27.351,0:08:30.126
And there is something[br]about having an impact

0:08:30.126,0:08:31.946
which is very seductive.

0:08:31.946,0:08:34.057
There are many objections[br]to this experiment.

0:08:34.057,0:08:35.057
People always say,

0:08:35.057,0:08:37.848
'I can see that's seductive,[br]but you're playing a game.

0:08:37.848,0:08:40.618
Why can't we just be ourselves?'

0:08:40.761,0:08:44.311
Well, you can just[br]be yourself if you want,

0:08:44.311,0:08:45.945
but be aware of something,

0:08:45.945,0:08:48.105
which is that there are[br]many people out there

0:08:48.105,0:08:50.123
that are playing the game of life,

0:08:50.123,0:08:52.344
and they are playing it rather hard.

0:08:52.344,0:08:55.338
And as a result,[br]they are terrifically successful.

0:08:55.338,0:08:57.199
They are really good in job interviews,

0:08:57.199,0:08:59.959
and they're very good[br]as politicians at getting elected.

0:09:00.279,0:09:03.224
So if you are not going to play[br]the game of life, that's fine,

0:09:03.224,0:09:05.919
but be aware that you[br]might run into trouble

0:09:05.919,0:09:08.559
if everyone else[br]is playing the game of life.

0:09:09.539,0:09:11.130
The other important idea here is

0:09:11.130,0:09:14.350
that we can divide relationships[br]into three key phases:

0:09:14.350,0:09:17.175
attention, interest, and maintenance.

0:09:17.175,0:09:20.571
You walk into a bar,[br]you see a very attractive person, 'Wow!'

0:09:21.461,0:09:23.201
They've got your attention.

0:09:23.201,0:09:25.467
Hopefully, you've got their attention.

0:09:25.467,0:09:27.927
Then you go over and talk to them,[br]get to know them,

0:09:27.927,0:09:29.825
and you're entering the interest phase.

0:09:29.825,0:09:32.290
Then, maybe after a few days or weeks,

0:09:32.290,0:09:34.570
you might transition[br]into the maintenance phase,

0:09:34.570,0:09:36.928
which is a long-term commitment.

0:09:36.928,0:09:39.859
Now, the key point about this idea

0:09:39.859,0:09:44.465
is that different skills are required[br]depending on which phase you're in.

0:09:44.465,0:09:47.665
It's a profoundly important social[br]psychological model

0:09:47.665,0:09:50.242
in terms of getting a handle on[br]and understanding

0:09:50.242,0:09:54.908
business relationships, friendships,[br]and of course, romantic seductions.

0:09:54.908,0:09:58.575
Even if you want to reject the attention,[br]interest, and maintenance phase,

0:09:58.575,0:10:00.054
it is a very powerful model.

0:10:00.054,0:10:01.693
We all know people who we think:

0:10:01.693,0:10:04.593
'This is a wonderful person,[br]how come they are single?'

0:10:04.593,0:10:07.206
Well, maybe they[br]are very good at maintenance,

0:10:07.206,0:10:10.424
and they are not so good at[br]attention or interest.

0:10:10.424,0:10:13.178
So the model is really helpful[br]in diagnosing problems

0:10:13.178,0:10:14.768
in terms of seduction.

0:10:14.768,0:10:17.371
Another point I want to make is,[br]even if you end up

0:10:17.371,0:10:20.184
in a long-term committed relationship[br]doing maintenance,

0:10:20.184,0:10:24.144
if your relationship is going[br]to be successful and last 40 or 50 years,

0:10:24.144,0:10:28.626
I believe you've got to cycle back through[br]attention, interest, and maintenance.

0:10:28.626,0:10:30.728
You're going to be[br]constantly cycling through

0:10:30.728,0:10:32.262
in a long-term relationship,

0:10:32.262,0:10:36.252
getting your partner's attention again,

0:10:36.252,0:10:38.062
getting them interested again in you.

0:10:38.062,0:10:42.990
And that constant cycling means that life[br]and even long-term committed relationships

0:10:42.990,0:10:45.510
are a long-term seduction.

0:10:45.510,0:10:46.969
Life is a seduction,

0:10:46.969,0:10:49.959
even long-term marriages[br]are a constant seduction.

0:10:49.959,0:10:52.312
And the attention, interest,[br]and maintenance model

0:10:52.312,0:10:55.190
is really helpful in understanding that.

0:10:55.190,0:11:00.380
Perhaps the most expert exponent[br]of attention, interest, and maintenance

0:11:00.380,0:11:01.853
was Casanova.

0:11:02.493,0:11:05.661
Not least because Casanova[br]was brilliant at attention and interest,

0:11:05.661,0:11:07.927
but really bad at maintenance.

0:11:08.435,0:11:11.439
Casanova was a real figure,[br]he lived in the 18th century Venice,

0:11:11.439,0:11:14.769
he was an adventurer and a nobleman,[br]and is said to be, perhaps,

0:11:14.769,0:11:17.627
the most successful seducer[br]of women in history.

0:11:17.627,0:11:20.267
And he's got the final tip[br]I want to give you

0:11:20.267,0:11:22.731
at the heart of the secret of seduction.

0:11:23.368,0:11:24.639
You see, many people think[br]

0:11:24.639,0:11:27.909
that Casanova would walk into a bar[br]in the 18th century Venice,

0:11:27.909,0:11:31.487
see an attractive member[br]of the opposite sex, and pull like that.

0:11:32.110,0:11:33.970
But actually, that's not true.

0:11:33.970,0:11:36.784
He would walk into a bar[br]and see an attractive woman,

0:11:36.784,0:11:39.406
but then spend many months courting her,

0:11:39.406,0:11:43.528
as was the courtly custom of the day,[br]before being finally successful.

0:11:43.528,0:11:46.194
And there is, by the way,[br]an important lesson for us all.

0:11:46.194,0:11:49.194
If you go into a bar tonight,[br]and pull like that,

0:11:49.194,0:11:52.234
I'm afraid to tell you[br]that's not really a seduction.

0:11:52.864,0:11:54.644
A seduction is when you meet someone[br]

0:11:54.644,0:11:57.424
who is disinterested in you,[br]or only moderately interested,

0:11:57.424,0:12:01.047
and you convert[br]that interest into rabid desire.

0:12:01.595,0:12:03.195
That's a seduction.

0:12:03.195,0:12:06.863
And the problem with the modern world,[br]and websites, Tinder and Apps

0:12:06.863,0:12:10.503
is that it's kind of doing away[br]with the whole seduction idea,

0:12:10.503,0:12:15.379
and we are losing the skill of seduction[br]with very ominous social implications,

0:12:15.379,0:12:16.490
in my opinion.

0:12:17.154,0:12:19.949
The story is that Casanova[br]walks into a bar one night,

0:12:19.949,0:12:23.749
sees a gorgeous woman, she's an actress,[br]physically very desirable,

0:12:23.749,0:12:26.906
falls immediately[br]in love with her, desires her.

0:12:27.312,0:12:30.013
The actress, besides being[br]physically stunning,

0:12:30.013,0:12:31.666
has an interesting characteristic.

0:12:31.666,0:12:34.089
You see, she has[br]a speech impediment, a lisp.

0:12:34.089,0:12:38.609
She can't say words properly[br]that have the letter R in them.

0:12:38.609,0:12:41.540
Many of you will know[br]a famous TV presenter here in Britain

0:12:41.540,0:12:44.376
called Jonathan Ross,[br]whose nickname is Wossy,

0:12:44.376,0:12:46.406
who has a very similar speech impediment.

0:12:46.406,0:12:49.321
He can't say words properly[br]that have the letter R.

0:12:49.321,0:12:51.561
She has this speech impediment.

0:12:51.561,0:12:53.777
Without really interacting[br]with the actress,

0:12:53.777,0:12:55.471
Casanova turns on his heels,

0:12:55.471,0:12:57.991
goes home and does a mysterious thing.

0:12:57.991,0:13:01.888
He spends the next[br]three days and nights writing a play.

0:13:01.888,0:13:05.383
And this play has a very special feature.

0:13:05.383,0:13:08.243
It has no words in it with the letter R.

0:13:08.669,0:13:11.379
Three days and nights later,[br]he returns to the bar,

0:13:11.379,0:13:13.388
presents the play to the actress,

0:13:13.388,0:13:15.793
and the seduction is successful.

0:13:15.793,0:13:18.831
But here is my pop quiz[br]psychology question for you,

0:13:18.831,0:13:21.633
you see, what Casanova could've done,

0:13:21.633,0:13:23.117
he could have said

0:13:23.117,0:13:26.377
'I can't help noticing you've got[br]a bit of a speech impediment there.[br]

0:13:26.377,0:13:27.637
Tell you what,[br]

0:13:27.637,0:13:31.518
I'll pay for elocution lessons,[br]I'll buy you speech therapy.'

0:13:32.028,0:13:33.858
No one can deny that speech therapy

0:13:33.858,0:13:36.608
is more pragmatically helpful[br]to the poor actress

0:13:36.608,0:13:40.358
than a play that has no words in it[br]with the letter R.

0:13:40.358,0:13:43.962
However, it's the play[br]that's the seductive move.

0:13:43.962,0:13:47.493
It's the play that's sexy. Why is that?

0:13:47.493,0:13:49.339
Well, let's look at between the lines.

0:13:49.339,0:13:52.708
What you are really saying[br]when you offer someone speech therapy is,

0:13:52.708,0:13:54.088
what you are saying is,

0:13:54.088,0:13:57.453
'There is something wrong[br]with you, it needs fixing.

0:13:57.453,0:14:00.993
After it's fixed, then I'll have[br]a relationship with you.'

0:14:00.993,0:14:02.957
That's not a very sexy message.

0:14:03.829,0:14:05.019
But, guess what?

0:14:05.019,0:14:08.299
It's kind of what we're saying[br]to a lot of people, a lot of the time.

0:14:08.299,0:14:11.381
What does the play with no words[br]with the letter R say?

0:14:11.381,0:14:16.240
What it says is, 'Don't change a thing! [br]You're perfect as you are.

0:14:16.240,0:14:22.371
And my job is to help the world recognise[br]the perfection that I see.'

0:14:22.371,0:14:24.301
That's a sexy message!

0:14:24.751,0:14:26.648
The other thing the play does is this.

0:14:26.648,0:14:28.147
It's terrifically specific,

0:14:28.147,0:14:31.831
the actress knows that Casanova[br]is interested specifically in her.

0:14:31.831,0:14:35.143
A lot of young men going on a date,[br]nip into the petrol station

0:14:35.143,0:14:37.153
because they've left at the last minute,

0:14:37.153,0:14:38.700
buy some petrol station flowers,

0:14:38.700,0:14:41.999
present the petrol station flowers[br]to their date with a grand gesture,

0:14:41.999,0:14:45.359
and are somewhat perplexed[br]that the date is less than overwhelmed

0:14:45.359,0:14:47.880
with the presentation[br]of petrol station flowers.

0:14:48.341,0:14:52.350
You see, you can't go to a petrol station[br]and buy a play off the self

0:14:52.350,0:14:55.420
that has no words in it with the letter R.

0:14:55.420,0:14:59.432
The actress knows that Casanova[br]was interested in her and no one else.

0:14:59.432,0:15:00.652
It's specific.

0:15:01.133,0:15:04.723
But here is the final point[br]and the most profound message

0:15:04.723,0:15:07.315
in terms of the psychology of seduction.

0:15:07.315,0:15:09.667
What Casanova has done brilliantly

0:15:09.667,0:15:12.374
is, and here is the key catchphrase[br]you need to remember:

0:15:12.374,0:15:14.788
he's filled the unmet need.

0:15:14.788,0:15:19.773
The actress has an unmet need for parts[br]that have no words with the letter R,

0:15:19.773,0:15:22.993
and Casanova diagnoses the unmet need,

0:15:22.993,0:15:26.791
and meets it more completely[br]than it's ever been met before.

0:15:26.791,0:15:29.959
If you find someone's unmet need

0:15:29.959,0:15:32.832
and fill it in a way[br]it's never been filled before,

0:15:32.832,0:15:35.965
you will be successful in seducing them.

0:15:35.965,0:15:39.155
So your mission is a two-pronged attack.

0:15:39.155,0:15:41.268
You've got to find out the unmet need,

0:15:41.268,0:15:44.577
and then you have to fill it[br]in a way that's never been filled before.

0:15:44.577,0:15:47.287
I can sense immediately[br]that you have a lot of questions.

0:15:47.287,0:15:49.879
'How do we find out the unmet need?[br]How do we fill it?'

0:15:49.879,0:15:51.754
And I apologize I've I run out of time,

0:15:51.754,0:15:54.524
so I won't be able[br]to answer those questions.

0:15:54.540,0:15:58.282
But ... is it possible[br]that leaving you wanting more

0:15:58.282,0:16:00.138
is a kind of seduction?

0:16:00.138,0:16:01.467
Thank you very much.

0:16:01.467,0:16:04.507
(Applauses) (Cheers)