[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.63,0:00:05.66,Default,,0000,0000,0000,,It was a fantastic new pink suit
Dialogue: 0,0:00:05.68,0:00:08.52,Default,,0000,0000,0000,,with big buttons and shoulder pads.
Dialogue: 0,0:00:09.48,0:00:11.39,Default,,0000,0000,0000,,It was 1997,
Dialogue: 0,0:00:11.41,0:00:14.02,Default,,0000,0000,0000,,and I was the new boss of Griffin's Foods,
Dialogue: 0,0:00:14.04,0:00:17.51,Default,,0000,0000,0000,,an iconic cookie and snacks\Ncompany in New Zealand.
Dialogue: 0,0:00:18.15,0:00:20.84,Default,,0000,0000,0000,,It was my first time\Nas the leader of a company,
Dialogue: 0,0:00:20.86,0:00:23.40,Default,,0000,0000,0000,,and I was on the stage\Nto give a big speech
Dialogue: 0,0:00:23.43,0:00:25.43,Default,,0000,0000,0000,,about our ambitious new goals.
Dialogue: 0,0:00:26.83,0:00:29.31,Default,,0000,0000,0000,,I knew exactly what my call to action was,
Dialogue: 0,0:00:29.34,0:00:32.81,Default,,0000,0000,0000,,which was, one in every four times\Na Kiwi eats snack,
Dialogue: 0,0:00:32.83,0:00:34.36,Default,,0000,0000,0000,,it will be one of ours.
Dialogue: 0,0:00:35.27,0:00:38.32,Default,,0000,0000,0000,,I emphasized that we knew\Nhow to measure our results,
Dialogue: 0,0:00:38.34,0:00:41.35,Default,,0000,0000,0000,,and that our future was in our control.
Dialogue: 0,0:00:42.45,0:00:43.66,Default,,0000,0000,0000,,Embarrassingly enough,
Dialogue: 0,0:00:43.68,0:00:46.39,Default,,0000,0000,0000,,I finished up with "If not this, what?
Dialogue: 0,0:00:46.42,0:00:47.63,Default,,0000,0000,0000,,If not us, who?
Dialogue: 0,0:00:47.65,0:00:49.59,Default,,0000,0000,0000,,And if not now, when?"
Dialogue: 0,0:00:51.23,0:00:52.86,Default,,0000,0000,0000,,I got this huge round of applause
Dialogue: 0,0:00:52.88,0:00:55.95,Default,,0000,0000,0000,,and I was really,\Nreally pleased with myself.
Dialogue: 0,0:00:57.28,0:00:59.75,Default,,0000,0000,0000,,I wanted so much to be a good leader.
Dialogue: 0,0:01:00.47,0:01:03.57,Default,,0000,0000,0000,,I wanted to be followed by a devoted team,
Dialogue: 0,0:01:03.59,0:01:04.99,Default,,0000,0000,0000,,I wanted to be right.
Dialogue: 0,0:01:05.82,0:01:08.52,Default,,0000,0000,0000,,In short, I wanted to be a hero.
Dialogue: 0,0:01:09.16,0:01:13.10,Default,,0000,0000,0000,,A hero selling chips\Nand biscuits in a pink suit.
Dialogue: 0,0:01:13.12,0:01:15.05,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:16.40,0:01:18.54,Default,,0000,0000,0000,,What happened after that speech?
Dialogue: 0,0:01:19.42,0:01:20.57,Default,,0000,0000,0000,,Nothing.
Dialogue: 0,0:01:21.56,0:01:24.45,Default,,0000,0000,0000,,All of that applause\Ndid not lead to action.
Dialogue: 0,0:01:24.48,0:01:25.62,Default,,0000,0000,0000,,Nothing changed.
Dialogue: 0,0:01:26.02,0:01:28.97,Default,,0000,0000,0000,,Not because they didn't like\Nme or the message.
Dialogue: 0,0:01:28.100,0:01:32.54,Default,,0000,0000,0000,,The problem was that no one knew\Nwhat they were expected to do.
Dialogue: 0,0:01:32.56,0:01:33.96,Default,,0000,0000,0000,,And most importantly,
Dialogue: 0,0:01:33.99,0:01:36.39,Default,,0000,0000,0000,,they didn't know that I needed them.
Dialogue: 0,0:01:37.14,0:01:39.67,Default,,0000,0000,0000,,Now, you may think\Nthat this is a classic hero speech,
Dialogue: 0,0:01:39.70,0:01:43.26,Default,,0000,0000,0000,,where I'm going to tell you that\NI overcame that obstacle and triumphed.
Dialogue: 0,0:01:43.74,0:01:46.05,Default,,0000,0000,0000,,Actually, I'm going to tell you
Dialogue: 0,0:01:46.08,0:01:48.65,Default,,0000,0000,0000,,that in a world as complex\Nand interconnected
Dialogue: 0,0:01:48.67,0:01:50.28,Default,,0000,0000,0000,,as the one we live in,
Dialogue: 0,0:01:50.31,0:01:54.02,Default,,0000,0000,0000,,the idea that one person\Nhas the answer is ludicrous.
Dialogue: 0,0:01:54.62,0:01:57.77,Default,,0000,0000,0000,,It's not only ineffective, it's dangerous.
Dialogue: 0,0:01:58.08,0:01:59.70,Default,,0000,0000,0000,,Because it leads us to believe
Dialogue: 0,0:01:59.73,0:02:02.16,Default,,0000,0000,0000,,that it's been solved by that hero,
Dialogue: 0,0:02:02.19,0:02:04.04,Default,,0000,0000,0000,,and we have no role.
Dialogue: 0,0:02:05.32,0:02:06.86,Default,,0000,0000,0000,,We don't need heroes.
Dialogue: 0,0:02:06.89,0:02:09.02,Default,,0000,0000,0000,,We need radical interdependence.
Dialogue: 0,0:02:09.36,0:02:12.22,Default,,0000,0000,0000,,Which is just another way\Nof saying we need each other.
Dialogue: 0,0:02:12.79,0:02:16.02,Default,,0000,0000,0000,,Even though other people\Ncan be really difficult sometimes.
Dialogue: 0,0:02:18.33,0:02:21.93,Default,,0000,0000,0000,,I spent decades trying to work out\Nhow to be a good leader.
Dialogue: 0,0:02:21.95,0:02:24.79,Default,,0000,0000,0000,,I've lived in seven countries\Nin five continents.
Dialogue: 0,0:02:25.46,0:02:26.78,Default,,0000,0000,0000,,And in recent years,
Dialogue: 0,0:02:26.81,0:02:29.74,Default,,0000,0000,0000,,I've spent a lot of time\Nwith the B Corp community,
Dialogue: 0,0:02:29.76,0:02:31.82,Default,,0000,0000,0000,,originally as a corporate participant,
Dialogue: 0,0:02:31.85,0:02:34.18,Default,,0000,0000,0000,,and more recently as an ambassador.
Dialogue: 0,0:02:35.40,0:02:37.17,Default,,0000,0000,0000,,Now, B Corps are a group of companies
Dialogue: 0,0:02:37.20,0:02:40.12,Default,,0000,0000,0000,,who believe in business\Nas a force for good.
Dialogue: 0,0:02:40.65,0:02:44.40,Default,,0000,0000,0000,,There's a tough certification\Nwith about 250 questions
Dialogue: 0,0:02:44.42,0:02:47.68,Default,,0000,0000,0000,,about your social\Nand environmental performance.
Dialogue: 0,0:02:48.07,0:02:50.43,Default,,0000,0000,0000,,You must legally declare your intention
Dialogue: 0,0:02:50.45,0:02:53.41,Default,,0000,0000,0000,,to serve the community\Nas well as your shareholders,
Dialogue: 0,0:02:53.43,0:02:57.32,Default,,0000,0000,0000,,and you must sign the declaration\Nof interdependence.
Dialogue: 0,0:02:58.43,0:03:00.90,Default,,0000,0000,0000,,Now, one of the things\Nthat inspires me the most
Dialogue: 0,0:03:00.93,0:03:02.97,Default,,0000,0000,0000,,about the companies in this movement
Dialogue: 0,0:03:02.99,0:03:05.84,Default,,0000,0000,0000,,is that they see themselves\Nas part of a whole system.
Dialogue: 0,0:03:07.02,0:03:09.14,Default,,0000,0000,0000,,It's sort of as if they imagine themselves
Dialogue: 0,0:03:09.17,0:03:12.53,Default,,0000,0000,0000,,on a big, flowing river of activity,
Dialogue: 0,0:03:12.56,0:03:17.22,Default,,0000,0000,0000,,where, if they are, for example,\Nsoft drinks manufacturers,
Dialogue: 0,0:03:17.24,0:03:20.37,Default,,0000,0000,0000,,they understand that upstream from them
Dialogue: 0,0:03:20.40,0:03:23.37,Default,,0000,0000,0000,,there's water and sugar
Dialogue: 0,0:03:23.40,0:03:25.64,Default,,0000,0000,0000,,and farmers that grow that sugar.
Dialogue: 0,0:03:25.66,0:03:28.74,Default,,0000,0000,0000,,And plastic and metal and glass.
Dialogue: 0,0:03:28.76,0:03:31.66,Default,,0000,0000,0000,,All of which flows into this thing
Dialogue: 0,0:03:31.68,0:03:34.71,Default,,0000,0000,0000,,that we call a company\Nwhich has financial results.
Dialogue: 0,0:03:35.25,0:03:39.24,Default,,0000,0000,0000,,And the flowing continues\Nwith consequences.
Dialogue: 0,0:03:39.27,0:03:40.75,Default,,0000,0000,0000,,Some of them intended.
Dialogue: 0,0:03:40.78,0:03:43.36,Default,,0000,0000,0000,,Like, refreshment and hydration.
Dialogue: 0,0:03:43.74,0:03:45.47,Default,,0000,0000,0000,,And some unintended,
Dialogue: 0,0:03:45.49,0:03:48.34,Default,,0000,0000,0000,,like garbage and obesity.
Dialogue: 0,0:03:49.49,0:03:51.43,Default,,0000,0000,0000,,Spending time with leaders in this space
Dialogue: 0,0:03:51.45,0:03:55.72,Default,,0000,0000,0000,,has led me to see that\Ntrue collaboration is possible,
Dialogue: 0,0:03:55.74,0:03:58.37,Default,,0000,0000,0000,,but it's subtle and it's complex.
Dialogue: 0,0:03:58.40,0:04:01.96,Default,,0000,0000,0000,,And the leaders in this space\Nare doing a few things very differently
Dialogue: 0,0:04:01.98,0:04:04.16,Default,,0000,0000,0000,,from traditional heroic leaders.
Dialogue: 0,0:04:05.12,0:04:07.38,Default,,0000,0000,0000,,They set goals differently,
Dialogue: 0,0:04:07.40,0:04:09.78,Default,,0000,0000,0000,,they announce those goals differently,
Dialogue: 0,0:04:09.81,0:04:13.12,Default,,0000,0000,0000,,and they have a very different\Nrelationship with other people.
Dialogue: 0,0:04:13.59,0:04:15.94,Default,,0000,0000,0000,,Let's begin with the first difference.
Dialogue: 0,0:04:16.84,0:04:18.90,Default,,0000,0000,0000,,A hero sets a goal
Dialogue: 0,0:04:18.93,0:04:21.40,Default,,0000,0000,0000,,that can be individually delivered
Dialogue: 0,0:04:21.43,0:04:22.76,Default,,0000,0000,0000,,and neatly measured.
Dialogue: 0,0:04:23.82,0:04:25.64,Default,,0000,0000,0000,,You can recognize a heroic goal.
Dialogue: 0,0:04:25.66,0:04:28.68,Default,,0000,0000,0000,,They use terms like\Nrevenue and market share,
Dialogue: 0,0:04:28.71,0:04:30.61,Default,,0000,0000,0000,,and are often competitive.
Dialogue: 0,0:04:30.64,0:04:32.52,Default,,0000,0000,0000,,Remember pink-suit day?
Dialogue: 0,0:04:34.42,0:04:36.39,Default,,0000,0000,0000,,Interdependent leaders on the other hand
Dialogue: 0,0:04:36.41,0:04:38.66,Default,,0000,0000,0000,,start with a goal that's really important
Dialogue: 0,0:04:38.68,0:04:41.60,Default,,0000,0000,0000,,but is actually impossible to achieve
Dialogue: 0,0:04:41.62,0:04:44.50,Default,,0000,0000,0000,,by one company or one person alone.
Dialogue: 0,0:04:45.24,0:04:47.90,Default,,0000,0000,0000,,I want to give you an example\Nfrom the clothing industry
Dialogue: 0,0:04:47.92,0:04:51.81,Default,,0000,0000,0000,,which produces 92 million tons\Nof waste a year.
Dialogue: 0,0:04:52.74,0:04:56.79,Default,,0000,0000,0000,,Patagonia and Eileen Fisher\Nare clothing manufacturers,
Dialogue: 0,0:04:56.82,0:04:58.51,Default,,0000,0000,0000,,both of them B Corps,
Dialogue: 0,0:04:58.54,0:05:01.95,Default,,0000,0000,0000,,both of them deeply committed\Nto reducing waste.
Dialogue: 0,0:05:02.64,0:05:06.41,Default,,0000,0000,0000,,They don't see that\Ntheir responsibility ends
Dialogue: 0,0:05:06.43,0:05:08.52,Default,,0000,0000,0000,,when a customer buys their clothes.
Dialogue: 0,0:05:09.03,0:05:12.94,Default,,0000,0000,0000,,Patagonia encourages you\Nnot to buy new clothes from them
Dialogue: 0,0:05:12.96,0:05:15.96,Default,,0000,0000,0000,,and will repair your old clothes for free.
Dialogue: 0,0:05:15.98,0:05:19.60,Default,,0000,0000,0000,,Eileen Fisher will pay you\Nwhen you bring back your clothes,
Dialogue: 0,0:05:19.62,0:05:21.39,Default,,0000,0000,0000,,and either sell them on,
Dialogue: 0,0:05:21.42,0:05:23.34,Default,,0000,0000,0000,,or turn them into other clothes.
Dialogue: 0,0:05:24.28,0:05:27.64,Default,,0000,0000,0000,,While these two companies\Nare competitive in some ways,
Dialogue: 0,0:05:27.66,0:05:30.23,Default,,0000,0000,0000,,they work together\Nand with others in the industry
Dialogue: 0,0:05:30.25,0:05:32.17,Default,,0000,0000,0000,,to solve shared problems.
Dialogue: 0,0:05:33.15,0:05:36.60,Default,,0000,0000,0000,,They take responsibility for things\Nthat happen upstream as well.
Dialogue: 0,0:05:37.40,0:05:38.56,Default,,0000,0000,0000,,Around the world,
Dialogue: 0,0:05:38.58,0:05:43.25,Default,,0000,0000,0000,,there are around 300 million people\Nwho work from home in this industry,
Dialogue: 0,0:05:43.28,0:05:44.86,Default,,0000,0000,0000,,most of them women,
Dialogue: 0,0:05:44.88,0:05:47.68,Default,,0000,0000,0000,,many of them in very\Ndifficult circumstances
Dialogue: 0,0:05:47.70,0:05:49.25,Default,,0000,0000,0000,,with poor lighting,
Dialogue: 0,0:05:49.28,0:05:52.61,Default,,0000,0000,0000,,sewing on buttons\Nand doing detailed stitching.
Dialogue: 0,0:05:53.12,0:05:57.43,Default,,0000,0000,0000,,Until 2014, there was no protection\Nfor these workers.
Dialogue: 0,0:05:58.10,0:05:59.85,Default,,0000,0000,0000,,A group of companies got together
Dialogue: 0,0:05:59.87,0:06:02.21,Default,,0000,0000,0000,,with a not for profit called Nest
Dialogue: 0,0:06:02.24,0:06:04.04,Default,,0000,0000,0000,,to create a set of standards
Dialogue: 0,0:06:04.06,0:06:06.96,Default,,0000,0000,0000,,that's now been adopted\Nby the whole industry.
Dialogue: 0,0:06:07.68,0:06:09.44,Default,,0000,0000,0000,,Once you've seen problems like this,
Dialogue: 0,0:06:09.46,0:06:11.05,Default,,0000,0000,0000,,you can't unsee them.
Dialogue: 0,0:06:11.62,0:06:14.48,Default,,0000,0000,0000,,So you have to ask others\Nto help you to solve them.
Dialogue: 0,0:06:14.51,0:06:16.98,Default,,0000,0000,0000,,These folks take\Ninterdependence as a given,
Dialogue: 0,0:06:17.00,0:06:18.58,Default,,0000,0000,0000,,and said to me,
Dialogue: 0,0:06:18.61,0:06:20.94,Default,,0000,0000,0000,,"We don't compete on human rights."
Dialogue: 0,0:06:22.24,0:06:24.90,Default,,0000,0000,0000,,The second big difference\Nfor collaborators
Dialogue: 0,0:06:24.92,0:06:28.58,Default,,0000,0000,0000,,is their willingness to declare\Ntheir goals before they have a plan.
Dialogue: 0,0:06:29.96,0:06:34.50,Default,,0000,0000,0000,,Now, the hero only reveals\Ntheir carefully crafted goal
Dialogue: 0,0:06:34.52,0:06:36.65,Default,,0000,0000,0000,,when the path to achieve it is clear.
Dialogue: 0,0:06:36.99,0:06:39.81,Default,,0000,0000,0000,,In fact, the role of the hero announcement
Dialogue: 0,0:06:39.83,0:06:42.23,Default,,0000,0000,0000,,is to set the stage for the big win.
Dialogue: 0,0:06:42.25,0:06:44.85,Default,,0000,0000,0000,,Hero announcements are full of triumph.
Dialogue: 0,0:06:46.11,0:06:49.10,Default,,0000,0000,0000,,Interdependent leaders, on the other hand,
Dialogue: 0,0:06:49.12,0:06:50.94,Default,,0000,0000,0000,,want other people to help them,
Dialogue: 0,0:06:50.96,0:06:55.96,Default,,0000,0000,0000,,so their announcements are often\Nan invitation for cocreation,
Dialogue: 0,0:06:55.98,0:06:58.58,Default,,0000,0000,0000,,and sometimes, they're a call for help.
Dialogue: 0,0:06:59.91,0:07:03.31,Default,,0000,0000,0000,,At the North American division\Nof the French food company Danone
Dialogue: 0,0:07:03.33,0:07:06.46,Default,,0000,0000,0000,,I announced that we wanted\Nto become a B Corp.
Dialogue: 0,0:07:06.85,0:07:08.50,Default,,0000,0000,0000,,And unlike pink-suit day,
Dialogue: 0,0:07:08.52,0:07:10.74,Default,,0000,0000,0000,,I had no plan to get there.
Dialogue: 0,0:07:12.07,0:07:14.51,Default,,0000,0000,0000,,I remember the day really clearly.
Dialogue: 0,0:07:14.54,0:07:16.86,Default,,0000,0000,0000,,Everybody in the room gasped,
Dialogue: 0,0:07:16.88,0:07:19.55,Default,,0000,0000,0000,,because they knew we didn't have a plan.
Dialogue: 0,0:07:20.55,0:07:25.02,Default,,0000,0000,0000,,But they also knew\Nthat we had seen our role
Dialogue: 0,0:07:25.05,0:07:27.96,Default,,0000,0000,0000,,in the river that is the food system
Dialogue: 0,0:07:27.98,0:07:30.05,Default,,0000,0000,0000,,and we wanted to make a change.
Dialogue: 0,0:07:30.76,0:07:33.60,Default,,0000,0000,0000,,Making that declaration without a plan
Dialogue: 0,0:07:33.62,0:07:36.32,Default,,0000,0000,0000,,meant that so many\Nyoung people in our company
Dialogue: 0,0:07:36.34,0:07:38.29,Default,,0000,0000,0000,,stepped up to help us
Dialogue: 0,0:07:38.32,0:07:42.22,Default,,0000,0000,0000,,and B Corps around us all rallied around.
Dialogue: 0,0:07:42.56,0:07:44.43,Default,,0000,0000,0000,,And the day we became a B Corp
Dialogue: 0,0:07:44.46,0:07:48.91,Default,,0000,0000,0000,,wasn't just a self-congratulatory\Nmoment of a hero company.
Dialogue: 0,0:07:48.93,0:07:52.04,Default,,0000,0000,0000,,It was more like a community celebration.
Dialogue: 0,0:07:53.75,0:07:57.16,Default,,0000,0000,0000,,Now, when you gave goals\Nthat you can't achieve alone,
Dialogue: 0,0:07:57.18,0:07:59.72,Default,,0000,0000,0000,,and you've told everyone about them,
Dialogue: 0,0:07:59.74,0:08:04.14,Default,,0000,0000,0000,,inevitably you'll end up\Nat the third big difference,
Dialogue: 0,0:08:04.16,0:08:06.26,Default,,0000,0000,0000,,which is how you see other people,
Dialogue: 0,0:08:06.28,0:08:08.89,Default,,0000,0000,0000,,inside your company and outside.
Dialogue: 0,0:08:10.100,0:08:15.36,Default,,0000,0000,0000,,Heroes see everyone\Nas a competitor or a follower.
Dialogue: 0,0:08:16.74,0:08:18.69,Default,,0000,0000,0000,,Heroes don't want input,
Dialogue: 0,0:08:18.71,0:08:22.07,Default,,0000,0000,0000,,because they want to control everything\Nbecause they want the credit.
Dialogue: 0,0:08:22.67,0:08:26.03,Default,,0000,0000,0000,,And you can see this\Nin a typical hero meeting.
Dialogue: 0,0:08:26.62,0:08:28.48,Default,,0000,0000,0000,,Heroes like making speeches.
Dialogue: 0,0:08:29.75,0:08:32.97,Default,,0000,0000,0000,,People lean back in their chairs,
Dialogue: 0,0:08:32.99,0:08:35.93,Default,,0000,0000,0000,,maybe impressed, but not engaged.
Dialogue: 0,0:08:36.91,0:08:38.93,Default,,0000,0000,0000,,Interdependent leaders, on the other hand,
Dialogue: 0,0:08:38.95,0:08:41.44,Default,,0000,0000,0000,,understand that they need other people.
Dialogue: 0,0:08:41.46,0:08:45.34,Default,,0000,0000,0000,,They know that meetings\Nare not just mindless calendar fillers.
Dialogue: 0,0:08:45.37,0:08:47.84,Default,,0000,0000,0000,,These are the most precious\Nthings you have.
Dialogue: 0,0:08:47.87,0:08:50.36,Default,,0000,0000,0000,,It's where people collaborate\Nand communicate
Dialogue: 0,0:08:50.38,0:08:51.98,Default,,0000,0000,0000,,and share ideas.
Dialogue: 0,0:08:52.46,0:08:55.32,Default,,0000,0000,0000,,People lean forward in meetings like this,
Dialogue: 0,0:08:55.34,0:08:57.61,Default,,0000,0000,0000,,wondering where they might fit in.
Dialogue: 0,0:09:00.48,0:09:02.54,Default,,0000,0000,0000,,When I was in Shanghai in China,
Dialogue: 0,0:09:02.57,0:09:05.86,Default,,0000,0000,0000,,where I lived for six years,\Nrunning the Kraft Foods business,
Dialogue: 0,0:09:05.89,0:09:09.60,Default,,0000,0000,0000,,selling, amongst\Nother things, Oreo cookies,
Dialogue: 0,0:09:09.62,0:09:11.96,Default,,0000,0000,0000,,we had a problem with hero culture.
Dialogue: 0,0:09:13.34,0:09:16.06,Default,,0000,0000,0000,,We kept on launching\Nnew products that failed.
Dialogue: 0,0:09:16.08,0:09:17.63,Default,,0000,0000,0000,,And we would find out afterwards
Dialogue: 0,0:09:17.66,0:09:20.40,Default,,0000,0000,0000,,that everyone in the company\Nknew they were going to fail,
Dialogue: 0,0:09:20.42,0:09:22.24,Default,,0000,0000,0000,,they just didn't feel free to tell us.
Dialogue: 0,0:09:22.27,0:09:26.38,Default,,0000,0000,0000,,So we changed the way we ran our\Ninnovation and planning meetings
Dialogue: 0,0:09:26.40,0:09:27.93,Default,,0000,0000,0000,,in two important ways.
Dialogue: 0,0:09:27.96,0:09:30.96,Default,,0000,0000,0000,,First of all, language\Nwent back to Chinese.
Dialogue: 0,0:09:31.35,0:09:34.42,Default,,0000,0000,0000,,Because even though\Neveryone spoke great English,
Dialogue: 0,0:09:34.45,0:09:37.03,Default,,0000,0000,0000,,when I was in the room\Nand the meeting was in English,
Dialogue: 0,0:09:37.05,0:09:38.21,Default,,0000,0000,0000,,they focused on me.
Dialogue: 0,0:09:38.24,0:09:40.31,Default,,0000,0000,0000,,And I was the foreigner\Nand I was the boss,
Dialogue: 0,0:09:40.34,0:09:43.53,Default,,0000,0000,0000,,and I apparently had\Nthat intimidating hero look.
Dialogue: 0,0:09:44.32,0:09:45.61,Default,,0000,0000,0000,,The second thing
Dialogue: 0,0:09:45.63,0:09:50.06,Default,,0000,0000,0000,,is we asked every single person\Nin the meeting their opinion.
Dialogue: 0,0:09:50.76,0:09:54.09,Default,,0000,0000,0000,,And our understanding\Nof the subtleties of the differences
Dialogue: 0,0:09:54.11,0:09:57.86,Default,,0000,0000,0000,,between American taste\Nand Chinese taste in this case
Dialogue: 0,0:09:57.89,0:09:59.47,Default,,0000,0000,0000,,really improved.
Dialogue: 0,0:09:59.49,0:10:02.42,Default,,0000,0000,0000,,And our new product success rate\Nradically turned around
Dialogue: 0,0:10:02.45,0:10:04.35,Default,,0000,0000,0000,,and we launched a lot of winners,
Dialogue: 0,0:10:04.38,0:10:08.22,Default,,0000,0000,0000,,including the now famous\Ngreen tea-flavored Oreos.
Dialogue: 0,0:10:10.07,0:10:12.34,Default,,0000,0000,0000,,Hero culture sneaks in everywhere.
Dialogue: 0,0:10:12.94,0:10:16.01,Default,,0000,0000,0000,,At Danone, we had a lot\Nof great stuff happening
Dialogue: 0,0:10:16.03,0:10:17.85,Default,,0000,0000,0000,,in one part of the world,
Dialogue: 0,0:10:17.88,0:10:20.77,Default,,0000,0000,0000,,and we wanted it to spread\Nto another part of the world.
Dialogue: 0,0:10:21.48,0:10:24.06,Default,,0000,0000,0000,,But when you put a person in business gear
Dialogue: 0,0:10:24.08,0:10:26.99,Default,,0000,0000,0000,,up in front of a group of people\Nwith Power Point,
Dialogue: 0,0:10:27.01,0:10:30.20,Default,,0000,0000,0000,,they have the urge\Nto become sort of heroic.
Dialogue: 0,0:10:30.55,0:10:32.53,Default,,0000,0000,0000,,And they make everything\Nlook super shiny
Dialogue: 0,0:10:32.55,0:10:34.22,Default,,0000,0000,0000,,and they don't tell the truth.
Dialogue: 0,0:10:34.25,0:10:37.63,Default,,0000,0000,0000,,And it's not compelling\Nand it's not even interesting.
Dialogue: 0,0:10:38.11,0:10:39.90,Default,,0000,0000,0000,,So we changed it
Dialogue: 0,0:10:39.92,0:10:43.14,Default,,0000,0000,0000,,and we created these\Nfull-day market places,
Dialogue: 0,0:10:43.16,0:10:44.90,Default,,0000,0000,0000,,kind of like a big bazaar.
Dialogue: 0,0:10:45.29,0:10:47.32,Default,,0000,0000,0000,,And everybody was dressed up in costume,
Dialogue: 0,0:10:47.34,0:10:49.66,Default,,0000,0000,0000,,some people a little, some people a lot.
Dialogue: 0,0:10:49.68,0:10:51.98,Default,,0000,0000,0000,,And sellers had to man their stalls
Dialogue: 0,0:10:52.00,0:10:55.05,Default,,0000,0000,0000,,and sell their ideas\Nas persuasively as possible,
Dialogue: 0,0:10:55.07,0:10:58.86,Default,,0000,0000,0000,,and people who were convinced\Nbought them with fake check books.
Dialogue: 0,0:10:58.88,0:11:01.37,Default,,0000,0000,0000,,Creating just a bit of silliness\Nwith the environment
Dialogue: 0,0:11:01.39,0:11:02.75,Default,,0000,0000,0000,,and a hat or a scarf
Dialogue: 0,0:11:02.78,0:11:07.72,Default,,0000,0000,0000,,drops people's guard and causes\Nideas to spread like wildfire.
Dialogue: 0,0:11:08.24,0:11:09.78,Default,,0000,0000,0000,,There's no recipe here.
Dialogue: 0,0:11:10.30,0:11:15.93,Default,,0000,0000,0000,,But time together has to be\Ncarefully curated and created,
Dialogue: 0,0:11:15.96,0:11:20.51,Default,,0000,0000,0000,,so that people know that\Ntheir time is valuable and important,
Dialogue: 0,0:11:20.54,0:11:22.95,Default,,0000,0000,0000,,and they can bring\Ntheir best selves to the table.
Dialogue: 0,0:11:25.07,0:11:27.87,Default,,0000,0000,0000,,Hero culture is present right here at TED.
Dialogue: 0,0:11:28.70,0:11:33.21,Default,,0000,0000,0000,,This whole process makes it look like\NI think I'm a hero.
Dialogue: 0,0:11:34.16,0:11:36.19,Default,,0000,0000,0000,,So just in case there's any doubt
Dialogue: 0,0:11:36.21,0:11:38.85,Default,,0000,0000,0000,,about the point that I'm trying to make,
Dialogue: 0,0:11:38.88,0:11:41.18,Default,,0000,0000,0000,,I want to apply these ideas
Dialogue: 0,0:11:41.21,0:11:44.06,Default,,0000,0000,0000,,in an area in which\NI have zero credibility
Dialogue: 0,0:11:44.08,0:11:45.80,Default,,0000,0000,0000,,and zero experience.
Dialogue: 0,0:11:46.22,0:11:48.25,Default,,0000,0000,0000,,I'm originally South African,
Dialogue: 0,0:11:48.27,0:11:51.32,Default,,0000,0000,0000,,and I'm deeply passionate\Nabout wildlife conservation,
Dialogue: 0,0:11:51.35,0:11:53.28,Default,,0000,0000,0000,,most particularly rhinos.
Dialogue: 0,0:11:53.65,0:11:56.33,Default,,0000,0000,0000,,Those majestic creatures with big horns.
Dialogue: 0,0:11:57.62,0:12:00.57,Default,,0000,0000,0000,,Every day, three rhinos are killed,
Dialogue: 0,0:12:00.59,0:12:04.32,Default,,0000,0000,0000,,because there are people\Nwho think that those horns are valuable.
Dialogue: 0,0:12:04.68,0:12:06.88,Default,,0000,0000,0000,,Even though they're just made\Nof the same stuff
Dialogue: 0,0:12:06.91,0:12:08.58,Default,,0000,0000,0000,,as hair and finger nails.
Dialogue: 0,0:12:09.89,0:12:11.16,Default,,0000,0000,0000,,It breaks my heart.
Dialogue: 0,0:12:13.11,0:12:15.92,Default,,0000,0000,0000,,Like all good, recovering heroes,
Dialogue: 0,0:12:15.94,0:12:19.68,Default,,0000,0000,0000,,I did everything I could\Nto reduce this goal
Dialogue: 0,0:12:19.70,0:12:22.30,Default,,0000,0000,0000,,to something that I could do by myself.
Dialogue: 0,0:12:23.08,0:12:26.06,Default,,0000,0000,0000,,But clearly, stopping rhino poaching
Dialogue: 0,0:12:26.08,0:12:28.02,Default,,0000,0000,0000,,is a goal way too big for me.
Dialogue: 0,0:12:28.53,0:12:31.58,Default,,0000,0000,0000,,So I'm immediately\Nin interdependence land.
Dialogue: 0,0:12:32.76,0:12:35.66,Default,,0000,0000,0000,,I'm declaring my goal on this stage.
Dialogue: 0,0:12:36.25,0:12:38.86,Default,,0000,0000,0000,,I found other people\Nas passionate as I am
Dialogue: 0,0:12:38.89,0:12:40.90,Default,,0000,0000,0000,,and I've asked if I could join them.
Dialogue: 0,0:12:40.92,0:12:43.31,Default,,0000,0000,0000,,And after today, there may be more.
Dialogue: 0,0:12:43.33,0:12:46.74,Default,,0000,0000,0000,,And we're now in the complex\Nbut inspiring process
Dialogue: 0,0:12:46.76,0:12:48.70,Default,,0000,0000,0000,,of learning how to work together.
Dialogue: 0,0:12:49.05,0:12:52.27,Default,,0000,0000,0000,,My dream is that one day\Nsomeone will stand on this stage
Dialogue: 0,0:12:52.29,0:12:57.05,Default,,0000,0000,0000,,and tell you how radical interdependence\Nsaved my beloved rhinos.
Dialogue: 0,0:12:58.44,0:13:00.64,Default,,0000,0000,0000,,Why does hero culture persist
Dialogue: 0,0:13:00.66,0:13:03.06,Default,,0000,0000,0000,,and why don't we work together more?
Dialogue: 0,0:13:03.78,0:13:05.90,Default,,0000,0000,0000,,Well, I don't know\Nwhy everyone else does it,
Dialogue: 0,0:13:05.93,0:13:08.06,Default,,0000,0000,0000,,but I can tell you why I did it.
Dialogue: 0,0:13:08.50,0:13:11.99,Default,,0000,0000,0000,,Interdependence is a lot harder\Nthan being a hero.
Dialogue: 0,0:13:12.69,0:13:14.45,Default,,0000,0000,0000,,It requires us to be open
Dialogue: 0,0:13:14.47,0:13:16.25,Default,,0000,0000,0000,,and transparent and vulnerable
Dialogue: 0,0:13:16.27,0:13:19.88,Default,,0000,0000,0000,,and that's not what traditional leaders\Nhave been trained to do.
Dialogue: 0,0:13:21.05,0:13:23.85,Default,,0000,0000,0000,,I thought being a hero would keep me safe.
Dialogue: 0,0:13:25.06,0:13:27.12,Default,,0000,0000,0000,,I thought that in the elevation
Dialogue: 0,0:13:27.14,0:13:30.32,Default,,0000,0000,0000,,and separation that comes\Nfrom heroic leadership,
Dialogue: 0,0:13:30.34,0:13:32.82,Default,,0000,0000,0000,,that I would be untouchable.
Dialogue: 0,0:13:34.23,0:13:35.56,Default,,0000,0000,0000,,This is an illusion.
Dialogue: 0,0:13:36.78,0:13:40.82,Default,,0000,0000,0000,,The joy and success that comes\Nfrom interdependence and vulnerability
Dialogue: 0,0:13:40.85,0:13:42.98,Default,,0000,0000,0000,,is worth the effort and the risk.
Dialogue: 0,0:13:44.34,0:13:46.43,Default,,0000,0000,0000,,And if we're going to solve the challenges
Dialogue: 0,0:13:46.46,0:13:48.12,Default,,0000,0000,0000,,that the world is facing today,
Dialogue: 0,0:13:48.14,0:13:49.75,Default,,0000,0000,0000,,we have no alternative,
Dialogue: 0,0:13:49.77,0:13:52.57,Default,,0000,0000,0000,,so we had better start getting good at it.
Dialogue: 0,0:13:53.53,0:13:54.68,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:54.71,0:13:59.50,Default,,0000,0000,0000,,(Applause)