[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.17,0:00:03.80,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:00:03.80,0:00:06.90,Default,,0000,0000,0000,,Yes, it is true that I am\Na Stanford graduate.
Dialogue: 0,0:00:06.90,0:00:09.03,Default,,0000,0000,0000,,Don't hold that against me, okay?
Dialogue: 0,0:00:09.03,0:00:12.51,Default,,0000,0000,0000,,My son goes to Cal,\Nso I have some link to Cal.
Dialogue: 0,0:00:12.51,0:00:15.88,Default,,0000,0000,0000,,It is really an honor\Nto speak at any TEDx,
Dialogue: 0,0:00:15.88,0:00:19.35,Default,,0000,0000,0000,,but to open one up\Nis really, really special.
Dialogue: 0,0:00:19.35,0:00:23.29,Default,,0000,0000,0000,,So last night I told my wife,\Nyou know, of all places,
Dialogue: 0,0:00:23.29,0:00:24.69,Default,,0000,0000,0000,,in your wildest dreams,
Dialogue: 0,0:00:24.69,0:00:28.63,Default,,0000,0000,0000,,did you ever think that I would \Nopen up TEDxBerkeley?
Dialogue: 0,0:00:28.63,0:00:31.74,Default,,0000,0000,0000,,And she said, honey,\Nyou're not in my wildest dreams.
Dialogue: 0,0:00:31.74,0:00:33.38,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:33.38,0:00:36.81,Default,,0000,0000,0000,,So, welcome to my life.
Dialogue: 0,0:00:36.81,0:00:39.17,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:00:39.17,0:00:42.58,Default,,0000,0000,0000,,You know, the theme of thinking\Nand defining and creating
Dialogue: 0,0:00:42.58,0:00:44.04,Default,,0000,0000,0000,,is all about innovation,
Dialogue: 0,0:00:44.04,0:00:46.91,Default,,0000,0000,0000,,so my talk is about the art of innovation.
Dialogue: 0,0:00:46.91,0:00:48.33,Default,,0000,0000,0000,,I use the top ten format.
Dialogue: 0,0:00:48.33,0:00:51.42,Default,,0000,0000,0000,,That's because I've seen\Nso many high-tech speakers,
Dialogue: 0,0:00:51.42,0:00:54.17,Default,,0000,0000,0000,,and I'll tell you,\Nmost high-tech speakers suck,
Dialogue: 0,0:00:54.17,0:00:57.89,Default,,0000,0000,0000,,so I figured out very early in my career\Nif you use the top ten format,
Dialogue: 0,0:00:57.89,0:01:00.79,Default,,0000,0000,0000,,at least the audience can track\Nprogress through your speech,
Dialogue: 0,0:01:00.79,0:01:02.55,Default,,0000,0000,0000,,so if they think you suck,
Dialogue: 0,0:01:02.55,0:01:04.73,Default,,0000,0000,0000,,they know about\Nhow much longer you'll suck.
Dialogue: 0,0:01:04.73,0:01:07.02,Default,,0000,0000,0000,,So I have ten key points for you.
Dialogue: 0,0:01:07.02,0:01:08.47,Default,,0000,0000,0000,,I worked at Apple,
Dialogue: 0,0:01:08.47,0:01:11.79,Default,,0000,0000,0000,,I've been a venture capitalist, \Nan entrepreneur, an advisor to Google,
Dialogue: 0,0:01:11.79,0:01:14.95,Default,,0000,0000,0000,,I've done a lot of things,\Nand I've learned a lot about innovation,
Dialogue: 0,0:01:14.95,0:01:19.10,Default,,0000,0000,0000,,which I would like to pass on to you now\Nso that you may go and change the world.
Dialogue: 0,0:01:19.10,0:01:20.19,Default,,0000,0000,0000,,Okay?
Dialogue: 0,0:01:20.19,0:01:22.58,Default,,0000,0000,0000,,This is my top ten\Nof the art of innovation.
Dialogue: 0,0:01:22.58,0:01:27.15,Default,,0000,0000,0000,,It starts with the desire to make meaning\Nas opposed to make money.
Dialogue: 0,0:01:27.15,0:01:30.89,Default,,0000,0000,0000,,Making meaning means\Nthat you change the world.
Dialogue: 0,0:01:30.89,0:01:34.23,Default,,0000,0000,0000,,And I think you'll notice that if you \Nhappen to change the world,
Dialogue: 0,0:01:34.23,0:01:36.26,Default,,0000,0000,0000,,you will also probably make money,
Dialogue: 0,0:01:36.26,0:01:39.53,Default,,0000,0000,0000,,but if you start off\Nwith the sole desire to make money,
Dialogue: 0,0:01:39.53,0:01:42.17,Default,,0000,0000,0000,,you probably won't make money,\Nyou won't make meaning,
Dialogue: 0,0:01:42.17,0:01:45.90,Default,,0000,0000,0000,,you won't change the world,\Nand you will probably fail.
Dialogue: 0,0:01:45.90,0:01:50.53,Default,,0000,0000,0000,,So my first thought for you is:\Ndetermine how you can make meaning.
Dialogue: 0,0:01:50.53,0:01:52.02,Default,,0000,0000,0000,,How can you change the world?
Dialogue: 0,0:01:52.02,0:01:53.61,Default,,0000,0000,0000,,Here are some examples.
Dialogue: 0,0:01:53.61,0:01:57.18,Default,,0000,0000,0000,,With Apple, Apple wanted\Nto democratize computers.
Dialogue: 0,0:01:57.18,0:02:00.49,Default,,0000,0000,0000,,They wanted to bring computing\Npower to everyone.
Dialogue: 0,0:02:00.49,0:02:02.52,Default,,0000,0000,0000,,That's the meaning they made.
Dialogue: 0,0:02:02.52,0:02:05.32,Default,,0000,0000,0000,,With Google, they wanted\Nto democratize information,
Dialogue: 0,0:02:05.32,0:02:08.46,Default,,0000,0000,0000,,making information available to everyone.
Dialogue: 0,0:02:08.46,0:02:11.95,Default,,0000,0000,0000,,With eBay, they wanted\Nto democratize commerce
Dialogue: 0,0:02:11.95,0:02:13.90,Default,,0000,0000,0000,,so that anyone with the website
Dialogue: 0,0:02:13.90,0:02:18.14,Default,,0000,0000,0000,,could stand toe-to-toe\Nwith any other large retailer.
Dialogue: 0,0:02:18.14,0:02:20.77,Default,,0000,0000,0000,,Examples of companies making meaning.
Dialogue: 0,0:02:20.77,0:02:25.58,Default,,0000,0000,0000,,And YouTube, finally, wanted\Nto enable people to create video,
Dialogue: 0,0:02:25.58,0:02:27.91,Default,,0000,0000,0000,,to upload video, to share video.
Dialogue: 0,0:02:27.91,0:02:32.20,Default,,0000,0000,0000,,So this is an example of the company\Nand the kind of meaning they made.
Dialogue: 0,0:02:32.62,0:02:33.82,Default,,0000,0000,0000,,And, as you know,
Dialogue: 0,0:02:33.82,0:02:37.49,Default,,0000,0000,0000,,they all made this kind of meaning\Nand they've been highly successful.
Dialogue: 0,0:02:37.62,0:02:41.80,Default,,0000,0000,0000,,So what I noticed in my career\Nis that if you truly want to make meaning,
Dialogue: 0,0:02:41.80,0:02:44.33,Default,,0000,0000,0000,,it's the first step towards innovation.
Dialogue: 0,0:02:44.33,0:02:46.53,Default,,0000,0000,0000,,The second step is to make a mantra:
Dialogue: 0,0:02:46.53,0:02:49.30,Default,,0000,0000,0000,,a two- or three-,\Nmaybe four-word explanation
Dialogue: 0,0:02:49.30,0:02:51.44,Default,,0000,0000,0000,,of why your meaning should exist.
Dialogue: 0,0:02:51.44,0:02:53.14,Default,,0000,0000,0000,,This is an anti-example.
Dialogue: 0,0:02:53.14,0:02:55.38,Default,,0000,0000,0000,,This is the mission statement of Wendy's.
Dialogue: 0,0:02:55.38,0:02:59.52,Default,,0000,0000,0000,,The mission of Wendy's is to deliver\Nsuperior quality products and services
Dialogue: 0,0:02:59.52,0:03:01.39,Default,,0000,0000,0000,,for our customers and communities
Dialogue: 0,0:03:01.39,0:03:03.74,Default,,0000,0000,0000,,through leadership,\Ninnovation, and partnerships.
Dialogue: 0,0:03:03.74,0:03:06.15,Default,,0000,0000,0000,,I have been through Wendy's\Nmany times in my life -
Dialogue: 0,0:03:06.15,0:03:08.66,Default,,0000,0000,0000,,I've eaten at Wendy's;\NI've driven through Wendy's -
Dialogue: 0,0:03:08.66,0:03:12.12,Default,,0000,0000,0000,,and in every occasion,\Nit has never occurred to me
Dialogue: 0,0:03:12.12,0:03:14.55,Default,,0000,0000,0000,,that "Guy, what you are participating in
Dialogue: 0,0:03:14.55,0:03:17.89,Default,,0000,0000,0000,,is leadership, innovation,\Nand partnerships."
Dialogue: 0,0:03:17.89,0:03:19.11,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:19.11,0:03:20.66,Default,,0000,0000,0000,,You know, excuse me,
Dialogue: 0,0:03:20.66,0:03:25.06,Default,,0000,0000,0000,,but I thought I was just getting\NFrench fries, Coke, and a hamburger.
Dialogue: 0,0:03:25.06,0:03:27.14,Default,,0000,0000,0000,,This is the problem\Nwith mission statements.
Dialogue: 0,0:03:27.14,0:03:29.74,Default,,0000,0000,0000,,Don't make a mission statement.\NMake a mantra.
Dialogue: 0,0:03:29.74,0:03:33.45,Default,,0000,0000,0000,,Wendy's mantra\Nshould be "Healthy fast food."
Dialogue: 0,0:03:33.45,0:03:36.32,Default,,0000,0000,0000,,Three words that determine\Nwhat Wendy's is trying to do.
Dialogue: 0,0:03:36.32,0:03:39.54,Default,,0000,0000,0000,,Somewhat oxymoronic -\Nbut "Healthy fast food."
Dialogue: 0,0:03:40.09,0:03:43.03,Default,,0000,0000,0000,,Nike. Nike has a great slogan: Just do it.
Dialogue: 0,0:03:43.03,0:03:44.16,Default,,0000,0000,0000,,That's a slogan.
Dialogue: 0,0:03:44.16,0:03:47.39,Default,,0000,0000,0000,,A mantra explains why you should exist,
Dialogue: 0,0:03:47.39,0:03:51.56,Default,,0000,0000,0000,,and the Nike mantra\Nis "Authentic athletic performance."
Dialogue: 0,0:03:51.56,0:03:53.14,Default,,0000,0000,0000,,And finally, there's FedEx.
Dialogue: 0,0:03:53.14,0:03:56.74,Default,,0000,0000,0000,,When you absolutely, positively\Nwant something somewhere,
Dialogue: 0,0:03:56.74,0:03:58.39,Default,,0000,0000,0000,,what does FedEx stand for?
Dialogue: 0,0:03:58.39,0:04:00.67,Default,,0000,0000,0000,,It stands for "Peace of mind."
Dialogue: 0,0:04:00.67,0:04:03.05,Default,,0000,0000,0000,,So my second recommendation to you
Dialogue: 0,0:04:03.05,0:04:06.11,Default,,0000,0000,0000,,is that when you decide\Non the kind of meaning you make,
Dialogue: 0,0:04:06.11,0:04:08.38,Default,,0000,0000,0000,,try to find two or three words
Dialogue: 0,0:04:08.38,0:04:11.08,Default,,0000,0000,0000,,that describe why\Nthat meaning should exist.
Dialogue: 0,0:04:11.08,0:04:12.81,Default,,0000,0000,0000,,Not a 50-word mission statement,
Dialogue: 0,0:04:12.81,0:04:14.49,Default,,0000,0000,0000,,two- or three-word mantra.
Dialogue: 0,0:04:14.49,0:04:17.09,Default,,0000,0000,0000,,The third thing\Nis a matter of perspective.
Dialogue: 0,0:04:17.09,0:04:20.62,Default,,0000,0000,0000,,The perspective is to jump curves.
Dialogue: 0,0:04:20.62,0:04:24.09,Default,,0000,0000,0000,,Not to stay on the same\Nstupid curve that you're on.
Dialogue: 0,0:04:24.11,0:04:27.18,Default,,0000,0000,0000,,Not to try to do things 10% better.
Dialogue: 0,0:04:27.18,0:04:28.91,Default,,0000,0000,0000,,When we were creating the Macintosh,
Dialogue: 0,0:04:28.91,0:04:32.22,Default,,0000,0000,0000,,we were not trying\Nto make a slightly better Apple II
Dialogue: 0,0:04:32.22,0:04:34.59,Default,,0000,0000,0000,,or a slightly better MS-DOS machine.
Dialogue: 0,0:04:34.59,0:04:38.70,Default,,0000,0000,0000,,We were trying to jump\Nto the next curve of personal computing.
Dialogue: 0,0:04:38.70,0:04:43.08,Default,,0000,0000,0000,,The greatest example\Nof this occurs in the ice business.
Dialogue: 0,0:04:43.08,0:04:44.28,Default,,0000,0000,0000,,Ice 1.0.
Dialogue: 0,0:04:44.28,0:04:46.34,Default,,0000,0000,0000,,In the late 1800s early 1900s,
Dialogue: 0,0:04:46.34,0:04:49.08,Default,,0000,0000,0000,,there was an ice harvesting business\Nin the United States.
Dialogue: 0,0:04:49.08,0:04:52.12,Default,,0000,0000,0000,,This meant that Bubba\Nand Jr., during winter,
Dialogue: 0,0:04:52.12,0:04:55.56,Default,,0000,0000,0000,,would go to a frozen lake or pond,\Ncut blocks of ice.
Dialogue: 0,0:04:55.56,0:04:59.53,Default,,0000,0000,0000,,Nine million pounds of ice\Nwas harvested in 1900.
Dialogue: 0,0:04:59.53,0:05:03.17,Default,,0000,0000,0000,,Their idea of innovation\Nwas: bigger horse,
Dialogue: 0,0:05:03.17,0:05:06.68,Default,,0000,0000,0000,,more horses, bigger sleigh, sharper saw.
Dialogue: 0,0:05:06.68,0:05:11.32,Default,,0000,0000,0000,,But it was fundamentally: wait for winter,\Nlive in a cold city, cut blocks of ice.
Dialogue: 0,0:05:11.32,0:05:13.98,Default,,0000,0000,0000,,30 years later, we have Ice 2.0.
Dialogue: 0,0:05:13.98,0:05:16.45,Default,,0000,0000,0000,,Now we have the ice factory.
Dialogue: 0,0:05:16.45,0:05:18.17,Default,,0000,0000,0000,,Major technological breakthrough.
Dialogue: 0,0:05:18.17,0:05:21.66,Default,,0000,0000,0000,,It did not have to be winter;\Nit did not have to be a cold city.
Dialogue: 0,0:05:21.66,0:05:23.36,Default,,0000,0000,0000,,You froze water centrally
Dialogue: 0,0:05:23.36,0:05:27.99,Default,,0000,0000,0000,,and delivered it\Nvia the ice man in the ice truck.
Dialogue: 0,0:05:27.99,0:05:30.70,Default,,0000,0000,0000,,Imagine the breakthrough this was.
Dialogue: 0,0:05:30.70,0:05:35.59,Default,,0000,0000,0000,,No more limitations by climate. \NNo more limitations by season.
Dialogue: 0,0:05:35.59,0:05:37.80,Default,,0000,0000,0000,,You could have an ice factory.
Dialogue: 0,0:05:37.80,0:05:40.37,Default,,0000,0000,0000,,30 years go by, we have Ice 3.0.
Dialogue: 0,0:05:40.37,0:05:41.68,Default,,0000,0000,0000,,Refrigerator curve.
Dialogue: 0,0:05:41.68,0:05:46.34,Default,,0000,0000,0000,,Now, it's not a matter of\Ncan you freeze water, essentially?
Dialogue: 0,0:05:46.34,0:05:47.65,Default,,0000,0000,0000,,Can you put it in a truck?
Dialogue: 0,0:05:47.65,0:05:50.14,Default,,0000,0000,0000,,Can you deliver the ice to people?
Dialogue: 0,0:05:50.14,0:05:54.32,Default,,0000,0000,0000,,Now, everybody could\Nhave their own personal ice factory.
Dialogue: 0,0:05:54.32,0:05:57.55,Default,,0000,0000,0000,,A PC, if you will. A Personal Chiller.
Dialogue: 0,0:05:57.55,0:05:59.19,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:59.19,0:06:02.50,Default,,0000,0000,0000,,The very interesting story\Nabout all of these curves
Dialogue: 0,0:06:02.50,0:06:05.64,Default,,0000,0000,0000,,is that none of the organizations\Nthat were ice harvesters
Dialogue: 0,0:06:05.64,0:06:06.96,Default,,0000,0000,0000,,became ice factories,
Dialogue: 0,0:06:06.96,0:06:10.14,Default,,0000,0000,0000,,and ice factories did not\Nbecome refrigerator companies,
Dialogue: 0,0:06:10.14,0:06:14.20,Default,,0000,0000,0000,,because most companies define themselves\Nin terms of what they do,
Dialogue: 0,0:06:14.20,0:06:16.14,Default,,0000,0000,0000,,not the benefits they provide.
Dialogue: 0,0:06:16.14,0:06:20.30,Default,,0000,0000,0000,,If you define yourself\Nas we cut blocks of ice out of lakes,
Dialogue: 0,0:06:20.30,0:06:22.17,Default,,0000,0000,0000,,you remain an ice harvester.
Dialogue: 0,0:06:22.17,0:06:25.35,Default,,0000,0000,0000,,If you define yourself\Nas we freeze water centrally,
Dialogue: 0,0:06:25.35,0:06:27.15,Default,,0000,0000,0000,,you remain an ice factory.
Dialogue: 0,0:06:27.15,0:06:28.33,Default,,0000,0000,0000,,If you define yourself
Dialogue: 0,0:06:28.33,0:06:31.39,Default,,0000,0000,0000,,as we make a mechanical gadget\Ncalled a refrigerator,
Dialogue: 0,0:06:31.39,0:06:33.99,Default,,0000,0000,0000,,then you stay on the refrigerator curve.
Dialogue: 0,0:06:33.99,0:06:36.93,Default,,0000,0000,0000,,Great innovation occurs\Nwhen you get to the next curve,
Dialogue: 0,0:06:36.93,0:06:40.08,Default,,0000,0000,0000,,when you go from telephone to Internet,
Dialogue: 0,0:06:40.08,0:06:45.37,Default,,0000,0000,0000,,when you go from a Daisy-wheel printer\Nto a laser printer, to 3D printing.
Dialogue: 0,0:06:45.37,0:06:48.03,Default,,0000,0000,0000,,Great innovation occurs on the next curve.
Dialogue: 0,0:06:48.03,0:06:49.90,Default,,0000,0000,0000,,The fourth thing is to roll the DICEE.
Dialogue: 0,0:06:49.90,0:06:53.01,Default,,0000,0000,0000,,These are the five qualities\Nof great innovation.
Dialogue: 0,0:06:53.01,0:06:54.51,Default,,0000,0000,0000,,Great innovation is deep.
Dialogue: 0,0:06:54.51,0:06:56.66,Default,,0000,0000,0000,,Lots of features. Lots of functionality.
Dialogue: 0,0:06:56.66,0:06:59.55,Default,,0000,0000,0000,,This is a picture\Nof a fanning sandal made by Reef.
Dialogue: 0,0:06:59.55,0:07:01.91,Default,,0000,0000,0000,,Arguably the deepest sandal ever made.
Dialogue: 0,0:07:01.91,0:07:05.67,Default,,0000,0000,0000,,Every sandal has one primary purpose:\Nto protect your feet.
Dialogue: 0,0:07:05.67,0:07:08.34,Default,,0000,0000,0000,,If you look at that circled area,\Nthat's a metal clip.
Dialogue: 0,0:07:08.34,0:07:12.74,Default,,0000,0000,0000,,That metal clip is for the sandal\Nto open beer bottles.
Dialogue: 0,0:07:12.74,0:07:15.07,Default,,0000,0000,0000,,This sandal has twice the functionality.
Dialogue: 0,0:07:15.07,0:07:19.13,Default,,0000,0000,0000,,Twice the depth of any other\Nsandal in the world.
Dialogue: 0,0:07:19.13,0:07:20.93,Default,,0000,0000,0000,,Great products are also intelligent.
Dialogue: 0,0:07:20.93,0:07:22.62,Default,,0000,0000,0000,,When you look at it, you say, "Aha,
Dialogue: 0,0:07:22.62,0:07:26.19,Default,,0000,0000,0000,,somebody understood my pain;\Nsomebody understood my problem."
Dialogue: 0,0:07:26.19,0:07:30.02,Default,,0000,0000,0000,,This is a GT500 Shelby Mustang. \N650 horsepower.
Dialogue: 0,0:07:30.02,0:07:31.39,Default,,0000,0000,0000,,For those of you in Berkeley
Dialogue: 0,0:07:31.39,0:07:36.14,Default,,0000,0000,0000,,who do not rate the horsepower\Nin muscle cars, this is 6.8 Priuses.
Dialogue: 0,0:07:36.14,0:07:39.14,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:39.32,0:07:41.53,Default,,0000,0000,0000,,I would love to buy one of these cars.
Dialogue: 0,0:07:41.53,0:07:42.59,Default,,0000,0000,0000,,59 years old,
Dialogue: 0,0:07:42.59,0:07:45.94,Default,,0000,0000,0000,,going through a midlife crisis,\Nfeelings of impotency: I would love ...
Dialogue: 0,0:07:45.94,0:07:47.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:07:47.00,0:07:51.16,Default,,0000,0000,0000,,I would love to buy this car to compensate\Nfor my feelings of inadequacy.
Dialogue: 0,0:07:51.16,0:07:55.20,Default,,0000,0000,0000,,However, I have two teenage boys;\None's 18, and one's 20.
Dialogue: 0,0:07:55.93,0:07:58.28,Default,,0000,0000,0000,,And I know that no matter\Nhow carefully I plan it,
Dialogue: 0,0:07:58.28,0:08:01.01,Default,,0000,0000,0000,,there may be instances\Nwhere they may drive my car.
Dialogue: 0,0:08:01.01,0:08:05.53,Default,,0000,0000,0000,,And the thought of them\Nin a 650 horsepower car is immoral.
Dialogue: 0,0:08:05.53,0:08:07.11,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:07.11,0:08:10.18,Default,,0000,0000,0000,,I've learned, however, that Ford makes\Na very intelligent product
Dialogue: 0,0:08:10.18,0:08:11.54,Default,,0000,0000,0000,,called the MyKey.
Dialogue: 0,0:08:11.54,0:08:13.41,Default,,0000,0000,0000,,And what the MyKey enables you to do
Dialogue: 0,0:08:13.41,0:08:17.60,Default,,0000,0000,0000,,is program the top speed\Nof the car into the key.
Dialogue: 0,0:08:17.60,0:08:19.63,Default,,0000,0000,0000,,Very intelligent product.
Dialogue: 0,0:08:19.63,0:08:21.63,Default,,0000,0000,0000,,Great products are also complete.
Dialogue: 0,0:08:21.63,0:08:23.52,Default,,0000,0000,0000,,It's the totality of the product.
Dialogue: 0,0:08:23.52,0:08:26.17,Default,,0000,0000,0000,,In the software business,\Nit's not just the software;
Dialogue: 0,0:08:26.17,0:08:27.71,Default,,0000,0000,0000,,it's not just the DVD.
Dialogue: 0,0:08:27.71,0:08:29.51,Default,,0000,0000,0000,,It's the webinar;
Dialogue: 0,0:08:29.51,0:08:31.34,Default,,0000,0000,0000,,it's the documentation;
Dialogue: 0,0:08:31.34,0:08:36.26,Default,,0000,0000,0000,,it's the android developers\Nif you have an android phone;
Dialogue: 0,0:08:36.26,0:08:39.22,Default,,0000,0000,0000,,it's the iOS developers\Nif you have an iOS phone;
Dialogue: 0,0:08:39.22,0:08:40.83,Default,,0000,0000,0000,,it's the totality.
Dialogue: 0,0:08:40.83,0:08:43.05,Default,,0000,0000,0000,,Great products are also empowering.
Dialogue: 0,0:08:43.05,0:08:45.52,Default,,0000,0000,0000,,They make you more creative,\Nmore productive.
Dialogue: 0,0:08:45.52,0:08:46.63,Default,,0000,0000,0000,,They enhance you.
Dialogue: 0,0:08:46.63,0:08:48.73,Default,,0000,0000,0000,,They change the meaning of your life.
Dialogue: 0,0:08:48.73,0:08:50.73,Default,,0000,0000,0000,,This is a picture of a MacBook Air.
Dialogue: 0,0:08:50.73,0:08:53.43,Default,,0000,0000,0000,,If you use a Macintosh,\Nit becomes one with you.
Dialogue: 0,0:08:53.43,0:08:56.47,Default,,0000,0000,0000,,It makes you more creative\Nand more powerful.
Dialogue: 0,0:08:56.47,0:08:58.70,Default,,0000,0000,0000,,More productive.
Dialogue: 0,0:08:58.70,0:09:00.24,Default,,0000,0000,0000,,Windows you have to fight.
Dialogue: 0,0:09:00.24,0:09:02.94,Default,,0000,0000,0000,,You have to wrestle Windows to the ground.
Dialogue: 0,0:09:02.94,0:09:04.82,Default,,0000,0000,0000,,You need to defeat Windows.
Dialogue: 0,0:09:04.82,0:09:06.04,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:06.04,0:09:08.01,Default,,0000,0000,0000,,And, finally, great products are elegant.
Dialogue: 0,0:09:08.01,0:09:10.02,Default,,0000,0000,0000,,Somebody cared about the user interface.
Dialogue: 0,0:09:10.02,0:09:12.83,Default,,0000,0000,0000,,So as you go through life,\Nand you're trying to jump curves,
Dialogue: 0,0:09:12.83,0:09:17.81,Default,,0000,0000,0000,,ask yourself, "Am I creating something\Nthat's deep and intelligent,
Dialogue: 0,0:09:18.16,0:09:21.59,Default,,0000,0000,0000,,and complete, and empowering, and elegant?
Dialogue: 0,0:09:21.59,0:09:23.70,Default,,0000,0000,0000,,Am I rolling the DICEE?"
Dialogue: 0,0:09:23.70,0:09:27.93,Default,,0000,0000,0000,,The fifth thing is -\NI stole something from Bobby McFerrin.
Dialogue: 0,0:09:27.93,0:09:29.17,Default,,0000,0000,0000,,He had a great song.
Dialogue: 0,0:09:29.17,0:09:31.36,Default,,0000,0000,0000,,Don't Worry. Be Happy.
Dialogue: 0,0:09:31.80,0:09:34.61,Default,,0000,0000,0000,,But what innovators do\Nis don't worry, be crappy,
Dialogue: 0,0:09:34.61,0:09:37.98,Default,,0000,0000,0000,,which is to say, when you\Nhave the first refrigerator,
Dialogue: 0,0:09:37.98,0:09:40.85,Default,,0000,0000,0000,,there may be elements of crappiness to it.
Dialogue: 0,0:09:40.85,0:09:45.23,Default,,0000,0000,0000,,When you have the first laser printer,
Dialogue: 0,0:09:45.23,0:09:47.24,Default,,0000,0000,0000,,there may be elements of crappiness to it.
Dialogue: 0,0:09:47.24,0:09:48.86,Default,,0000,0000,0000,,When you had the first Macintosh,
Dialogue: 0,0:09:48.86,0:09:50.92,Default,,0000,0000,0000,,thanks to my efforts\Nthere was no software;
Dialogue: 0,0:09:50.92,0:09:54.52,Default,,0000,0000,0000,,there was no hard disk,\Nnot enough RAM, too slow a chip.
Dialogue: 0,0:09:54.52,0:09:56.80,Default,,0000,0000,0000,,Lots of elements of crappiness to it.
Dialogue: 0,0:09:56.80,0:09:58.85,Default,,0000,0000,0000,,But, if you waited for the perfect world
Dialogue: 0,0:09:58.85,0:10:01.93,Default,,0000,0000,0000,,and you waited till the chips\Nwere cheap enough, and fast enough,
Dialogue: 0,0:10:01.93,0:10:04.66,Default,,0000,0000,0000,,and everything was in place,\Nyou would never ship.
Dialogue: 0,0:10:04.66,0:10:06.71,Default,,0000,0000,0000,,And I learned a very valuable lesson.
Dialogue: 0,0:10:06.71,0:10:08.91,Default,,0000,0000,0000,,Don't worry. Be Crappy.
Dialogue: 0,0:10:08.91,0:10:10.91,Default,,0000,0000,0000,,When you have jumped to the next curve,
Dialogue: 0,0:10:10.91,0:10:14.88,Default,,0000,0000,0000,,it's OK to have elements of crappiness\Nto your revolution.
Dialogue: 0,0:10:14.88,0:10:17.38,Default,,0000,0000,0000,,I am not saying you should ship crap.
Dialogue: 0,0:10:17.38,0:10:21.49,Default,,0000,0000,0000,,I am saying that you should\Nship things that are revolutionary,
Dialogue: 0,0:10:21.49,0:10:26.06,Default,,0000,0000,0000,,innovative, on the next curve\Nthat have elements of crappiness to it.
Dialogue: 0,0:10:27.11,0:10:29.71,Default,,0000,0000,0000,,Biotech people, ignore this slide.
Dialogue: 0,0:10:29.71,0:10:30.94,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:10:30.94,0:10:34.70,Default,,0000,0000,0000,,Number six is to let 100 flowers blossom.
Dialogue: 0,0:10:34.70,0:10:36.16,Default,,0000,0000,0000,,I stole this from chairman Mao
Dialogue: 0,0:10:36.16,0:10:38.75,Default,,0000,0000,0000,,although it's not clear to me\Nhe ever implemented this.
Dialogue: 0,0:10:38.75,0:10:40.93,Default,,0000,0000,0000,,Letting 100 flowers blossom
Dialogue: 0,0:10:40.93,0:10:42.99,Default,,0000,0000,0000,,means that at the start\Nof great innovation,
Dialogue: 0,0:10:42.99,0:10:46.14,Default,,0000,0000,0000,,you may think you have in mind \Nexactly who your user is,
Dialogue: 0,0:10:46.14,0:10:49.34,Default,,0000,0000,0000,,exactly who your customer is,\Nwhat they should do with your product.
Dialogue: 0,0:10:49.34,0:10:50.74,Default,,0000,0000,0000,,And you may be surprised\N
Dialogue: 0,0:10:50.74,0:10:54.19,Default,,0000,0000,0000,,that people are going to use your product\Nin ways you did not anticipate.
Dialogue: 0,0:10:54.19,0:10:58.20,Default,,0000,0000,0000,,It's going to be people who you did not\Nanticipate would be using it at all.
Dialogue: 0,0:10:58.20,0:11:00.33,Default,,0000,0000,0000,,And when this occurs: hallelujah!
Dialogue: 0,0:11:00.33,0:11:02.80,Default,,0000,0000,0000,,Thank God that it's occurring.
Dialogue: 0,0:11:02.80,0:11:04.95,Default,,0000,0000,0000,,Positioning and branding\Nultimately comes down
Dialogue: 0,0:11:04.95,0:11:07.69,Default,,0000,0000,0000,,to what the consumer decides,\Nnot to what you decide.
Dialogue: 0,0:11:07.69,0:11:10.59,Default,,0000,0000,0000,,So, with Macintosh, we thought\Nwe had a spreadsheet, database,
Dialogue: 0,0:11:10.59,0:11:11.93,Default,,0000,0000,0000,,and word processing machine.
Dialogue: 0,0:11:11.93,0:11:13.41,Default,,0000,0000,0000,,We were zero for three there.
Dialogue: 0,0:11:13.41,0:11:15.91,Default,,0000,0000,0000,,What made Macintosh successful\Nwas Aldus PageMaker.
Dialogue: 0,0:11:15.91,0:11:19.96,Default,,0000,0000,0000,,PageMaker created a field\Nof flowers called desktop publishing.
Dialogue: 0,0:11:19.96,0:11:23.08,Default,,0000,0000,0000,,Desktop publishing\Nwas what saved Macintosh.
Dialogue: 0,0:11:23.08,0:11:25.42,Default,,0000,0000,0000,,Not spreadsheet, database,\Nor word processor.
Dialogue: 0,0:11:25.42,0:11:29.45,Default,,0000,0000,0000,,If we focused on spreadsheet, database,\Nand word processor
Dialogue: 0,0:11:29.45,0:11:32.17,Default,,0000,0000,0000,,and ignored desktop publishing,\NApple would be dead today.
Dialogue: 0,0:11:32.17,0:11:34.39,Default,,0000,0000,0000,,With Apple dead,\Nit would be a different world.
Dialogue: 0,0:11:34.39,0:11:38.21,Default,,0000,0000,0000,,We'd all have phones with real keypads;\Nthe batteries would last more than a day;
Dialogue: 0,0:11:38.21,0:11:40.22,Default,,0000,0000,0000,,the GPS would actually work.
Dialogue: 0,0:11:40.22,0:11:43.49,Default,,0000,0000,0000,,It would be a different world, right?
Dialogue: 0,0:11:43.49,0:11:46.70,Default,,0000,0000,0000,,Aldus PageMaker was a gift\Nfrom God to Apple because it saved Apple.
Dialogue: 0,0:11:46.70,0:11:47.72,Default,,0000,0000,0000,,I believe in God,
Dialogue: 0,0:11:47.72,0:11:50.93,Default,,0000,0000,0000,,and one reason why I believe in God\Nis there is no other explanation
Dialogue: 0,0:11:50.93,0:11:53.80,Default,,0000,0000,0000,,for Apple's continued survival\Nthan the existence of God.
Dialogue: 0,0:11:53.80,0:11:55.55,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:55.55,0:11:59.58,Default,,0000,0000,0000,,Let 100 flowers blossom.\NDon't be proud.
Dialogue: 0,0:11:59.58,0:12:02.09,Default,,0000,0000,0000,,Take your best shot\Nwith positioning and branding,
Dialogue: 0,0:12:02.09,0:12:04.17,Default,,0000,0000,0000,,but then when customers use your product,
Dialogue: 0,0:12:04.17,0:12:06.43,Default,,0000,0000,0000,,if they say it's a desktop\Npublishing machine:
Dialogue: 0,0:12:06.43,0:12:10.68,Default,,0000,0000,0000,,Hallelujah! Declare victory.\NIt is now a desktop publishing machine.
Dialogue: 0,0:12:10.68,0:12:12.83,Default,,0000,0000,0000,,Number seven, polarize people.
Dialogue: 0,0:12:12.83,0:12:16.37,Default,,0000,0000,0000,,Great products, great services,\Ngreat innovation polarizes people.
Dialogue: 0,0:12:16.37,0:12:20.92,Default,,0000,0000,0000,,This is a TiVo. People like me,\Nwho travel a lot - I love TiVo.
Dialogue: 0,0:12:20.92,0:12:22.56,Default,,0000,0000,0000,,We have four TiVos in our house.
Dialogue: 0,0:12:22.56,0:12:26.53,Default,,0000,0000,0000,,I need to time shift a lot of TV;\NI love to watch TV.
Dialogue: 0,0:12:26.53,0:12:29.01,Default,,0000,0000,0000,,There are people who also hate TiVo.
Dialogue: 0,0:12:29.88,0:12:31.33,Default,,0000,0000,0000,,People who hate TiVo
Dialogue: 0,0:12:31.33,0:12:34.74,Default,,0000,0000,0000,,usually work for large brands\Nand advertising agencies,
Dialogue: 0,0:12:34.74,0:12:38.44,Default,,0000,0000,0000,,because people like me, \Nwe watch advertising one day a year.
Dialogue: 0,0:12:38.44,0:12:39.97,Default,,0000,0000,0000,,About a week ago, right?
Dialogue: 0,0:12:39.97,0:12:42.09,Default,,0000,0000,0000,,We watch Super Bowl ads.
Dialogue: 0,0:12:42.09,0:12:43.31,Default,,0000,0000,0000,,The rest of the year,\N
Dialogue: 0,0:12:43.31,0:12:47.11,Default,,0000,0000,0000,,we are fast-forwarding\Nwith TiVo through ads.
Dialogue: 0,0:12:47.83,0:12:49.54,Default,,0000,0000,0000,,Great products polarize people.
Dialogue: 0,0:12:49.54,0:12:51.54,Default,,0000,0000,0000,,If you're an agency, you hate TiVo.
Dialogue: 0,0:12:51.54,0:12:53.34,Default,,0000,0000,0000,,If you're me, you love TiVo.
Dialogue: 0,0:12:53.34,0:12:55.27,Default,,0000,0000,0000,,You can love or hate a Harley-Davidson.
Dialogue: 0,0:12:55.27,0:12:57.76,Default,,0000,0000,0000,,You can love or hate a Macintosh.
Dialogue: 0,0:12:57.76,0:12:59.57,Default,,0000,0000,0000,,You can love or hate an iPhone.
Dialogue: 0,0:12:59.57,0:13:02.55,Default,,0000,0000,0000,,I'm not saying that you should\Nintentionally piss people off,
Dialogue: 0,0:13:02.55,0:13:05.95,Default,,0000,0000,0000,,but I'm telling you\Nthat great products polarize people.
Dialogue: 0,0:13:05.95,0:13:08.53,Default,,0000,0000,0000,,Don't be afraid of polarizing people.
Dialogue: 0,0:13:08.53,0:13:10.31,Default,,0000,0000,0000,,Number eight is churn, baby, churn.
Dialogue: 0,0:13:10.31,0:13:13.47,Default,,0000,0000,0000,,This is stolen from the Black Panthers,\Nwho said "burn, baby burn."
Dialogue: 0,0:13:13.47,0:13:16.72,Default,,0000,0000,0000,,But what innovators in business do\Nis they churn, baby churn.
Dialogue: 0,0:13:16.72,0:13:18.10,Default,,0000,0000,0000,,They take version 1,
Dialogue: 0,0:13:18.10,0:13:21.93,Default,,0000,0000,0000,,and they make it 1.1, 1.2, \N1.3, 1.4, 1.5, 2.0;
Dialogue: 0,0:13:21.93,0:13:23.90,Default,,0000,0000,0000,,the hardest thing in the world.
Dialogue: 0,0:13:23.90,0:13:26.56,Default,,0000,0000,0000,,Because to be an innovator,\Nyou need to be in denial.
Dialogue: 0,0:13:26.56,0:13:29.42,Default,,0000,0000,0000,,You need to be in denial\Nbecause the naysayers will tell you
Dialogue: 0,0:13:29.42,0:13:32.00,Default,,0000,0000,0000,,it can't be done,\Nshouldn't be done, not necessary.
Dialogue: 0,0:13:32.00,0:13:33.80,Default,,0000,0000,0000,,You need to ignore those people.
Dialogue: 0,0:13:33.80,0:13:36.59,Default,,0000,0000,0000,,But as soon as you ship, \Nyou need to flip that bit
Dialogue: 0,0:13:36.59,0:13:39.58,Default,,0000,0000,0000,,and start listening to people \Nand churn your product.
Dialogue: 0,0:13:39.58,0:13:43.75,Default,,0000,0000,0000,,Change it, change it, and change it,\Nand keep evolving it.
Dialogue: 0,0:13:44.95,0:13:47.39,Default,,0000,0000,0000,,Number nine is all the marketing\Nyou need to know.
Dialogue: 0,0:13:47.39,0:13:50.83,Default,,0000,0000,0000,,It is to niche thyself.\NIt's a very simple chart.
Dialogue: 0,0:13:50.83,0:13:53.06,Default,,0000,0000,0000,,On the vertical axis,\Nwe measure uniqueness.
Dialogue: 0,0:13:53.06,0:13:55.40,Default,,0000,0000,0000,,On the horizontal axis,\Nwe measure value.
Dialogue: 0,0:13:55.40,0:13:57.23,Default,,0000,0000,0000,,This is a 2 × 2 matrices.
Dialogue: 0,0:13:57.23,0:13:59.73,Default,,0000,0000,0000,,When you graduate,\Nif you go to work for McKinsey,
Dialogue: 0,0:13:59.73,0:14:02.93,Default,,0000,0000,0000,,you'll be charging five million dollars\Nfor people to figure out
Dialogue: 0,0:14:02.93,0:14:06.02,Default,,0000,0000,0000,,that they want to be in the upper\Nright-hand corner of this chart.
Dialogue: 0,0:14:06.02,0:14:07.04,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:07.04,0:14:09.35,Default,,0000,0000,0000,,Let's go through all corners,\Nin the bottom right
Dialogue: 0,0:14:09.35,0:14:12.31,Default,,0000,0000,0000,,is where you have something\Nof great value but it's not unique.
Dialogue: 0,0:14:12.31,0:14:14.65,Default,,0000,0000,0000,,There, you have to compete on price.
Dialogue: 0,0:14:14.65,0:14:17.09,Default,,0000,0000,0000,,This is what I call the Dell corner.
Dialogue: 0,0:14:17.09,0:14:19.82,Default,,0000,0000,0000,,Slap the same operating system\Non the same hardware.
Dialogue: 0,0:14:19.82,0:14:21.48,Default,,0000,0000,0000,,You have to compete on price.
Dialogue: 0,0:14:21.48,0:14:24.17,Default,,0000,0000,0000,,In the opposite corner,\Nyou have something truly unique.
Dialogue: 0,0:14:24.17,0:14:26.33,Default,,0000,0000,0000,,Only you do it, but it is of no value.
Dialogue: 0,0:14:26.33,0:14:29.22,Default,,0000,0000,0000,,In that corner you are just plain stupid.
Dialogue: 0,0:14:29.22,0:14:30.51,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:30.51,0:14:33.28,Default,,0000,0000,0000,,Bottom left corner,\Nwe call that the USC corner.
Dialogue: 0,0:14:33.28,0:14:34.54,Default,,0000,0000,0000,,The bottom left corner ...
Dialogue: 0,0:14:34.54,0:14:35.64,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:35.64,0:14:38.26,Default,,0000,0000,0000,,(Applause) (Cheering)
Dialogue: 0,0:14:41.22,0:14:43.74,Default,,0000,0000,0000,,The bottom left corner\Nis what I call the .com corner.
Dialogue: 0,0:14:43.74,0:14:44.88,Default,,0000,0000,0000,,In the .com corner,
Dialogue: 0,0:14:44.88,0:14:47.69,Default,,0000,0000,0000,,you have something that's not \Nvaluable and not unique.
Dialogue: 0,0:14:47.69,0:14:50.98,Default,,0000,0000,0000,,Like buying dog food online.\NWe buy dog food online.
Dialogue: 0,0:14:50.98,0:14:54.14,Default,,0000,0000,0000,,You pay as much for the dog food,\Nbecause of shipping and handling,
Dialogue: 0,0:14:54.14,0:14:55.63,Default,,0000,0000,0000,,and then you have to be at home
Dialogue: 0,0:14:55.63,0:14:57.96,Default,,0000,0000,0000,,when UPS drops off\Nthe dead cow in the can.
Dialogue: 0,0:14:57.96,0:15:00.81,Default,,0000,0000,0000,,So it's not very convenient\Nand it's just as expensive,
Dialogue: 0,0:15:00.81,0:15:02.03,Default,,0000,0000,0000,,so it's not valuable.
Dialogue: 0,0:15:02.03,0:15:04.87,Default,,0000,0000,0000,,And then stupid people like me,\Nbecause there was pets.com,
Dialogue: 0,0:15:04.87,0:15:07.59,Default,,0000,0000,0000,,we decided we had to have our\Nown portfolio in pets.com
Dialogue: 0,0:15:07.59,0:15:09.18,Default,,0000,0000,0000,,so there were multiple ways
Dialogue: 0,0:15:09.18,0:15:12.46,Default,,0000,0000,0000,,to spend the same amount of money\Non dog food, less conveniently.
Dialogue: 0,0:15:12.46,0:15:13.98,Default,,0000,0000,0000,,That's the worst corner.
Dialogue: 0,0:15:13.98,0:15:15.56,Default,,0000,0000,0000,,Not valuable. Not unique.
Dialogue: 0,0:15:15.56,0:15:17.99,Default,,0000,0000,0000,,If you want to be in\Nis the upper right-hand corner.
Dialogue: 0,0:15:17.99,0:15:20.45,Default,,0000,0000,0000,,In that corner, you are unique.
Dialogue: 0,0:15:20.45,0:15:23.82,Default,,0000,0000,0000,,Where I go to movies,\NI can only buy tickets with Fandango.
Dialogue: 0,0:15:23.82,0:15:25.31,Default,,0000,0000,0000,,When you take kids to a movie,
Dialogue: 0,0:15:25.31,0:15:27.99,Default,,0000,0000,0000,,you really want to know\Nyou have a ticket before you go.
Dialogue: 0,0:15:27.99,0:15:31.12,Default,,0000,0000,0000,,By the way, may I highly\Nrecommend the Lego Movie?
Dialogue: 0,0:15:31.12,0:15:35.04,Default,,0000,0000,0000,,It is a fantastic movie.\NTrust me when I tell you.
Dialogue: 0,0:15:35.04,0:15:37.14,Default,,0000,0000,0000,,Go see the Lego Movie. Fandango.
Dialogue: 0,0:15:37.14,0:15:39.17,Default,,0000,0000,0000,,The only way you can buy a ticket.
Dialogue: 0,0:15:39.17,0:15:40.51,Default,,0000,0000,0000,,Breitling emergency watch.
Dialogue: 0,0:15:40.51,0:15:42.37,Default,,0000,0000,0000,,The only watch that can save your life.
Dialogue: 0,0:15:42.37,0:15:44.95,Default,,0000,0000,0000,,Pull out the big knob,\Nputs out an emergency signal.
Dialogue: 0,0:15:44.95,0:15:46.44,Default,,0000,0000,0000,,That watch can save your life.
Dialogue: 0,0:15:46.44,0:15:47.48,Default,,0000,0000,0000,,Smart car.
Dialogue: 0,0:15:47.48,0:15:49.96,Default,,0000,0000,0000,,Everybody has cars\Nthat can park parallel to the curb
Dialogue: 0,0:15:49.96,0:15:51.52,Default,,0000,0000,0000,,when there's lots of parking.
Dialogue: 0,0:15:51.52,0:15:55.72,Default,,0000,0000,0000,,How many of us have a car that can\Npark perpendicular to the curb, right?
Dialogue: 0,0:15:56.21,0:15:58.99,Default,,0000,0000,0000,,If you're an engineer,\Nmake a product unique and valuable.
Dialogue: 0,0:15:58.99,0:16:00.40,Default,,0000,0000,0000,,If you're a marketing person,
Dialogue: 0,0:16:00.40,0:16:03.69,Default,,0000,0000,0000,,you communicate to the world\Nthat your product is unique and valuable.
Dialogue: 0,0:16:03.69,0:16:06.43,Default,,0000,0000,0000,,Number ten, perfect your pitch.
Dialogue: 0,0:16:06.43,0:16:10.24,Default,,0000,0000,0000,,If you're an innovator,\Nyou have to learn to pitch.
Dialogue: 0,0:16:10.24,0:16:11.67,Default,,0000,0000,0000,,Two key points about pitching.
Dialogue: 0,0:16:11.67,0:16:14.17,Default,,0000,0000,0000,,First, customize your introduction.
Dialogue: 0,0:16:14.17,0:16:18.50,Default,,0000,0000,0000,,Start with something\Ncustomized to the audience.
Dialogue: 0,0:16:19.16,0:16:21.35,Default,,0000,0000,0000,,This is a picture\Nof an LG washer and dryer.
Dialogue: 0,0:16:21.35,0:16:24.31,Default,,0000,0000,0000,,I used these pictures to introduce\Nmy speech in Latin America
Dialogue: 0,0:16:24.31,0:16:26.88,Default,,0000,0000,0000,,when I was speaking to the LG management.
Dialogue: 0,0:16:26.88,0:16:29.09,Default,,0000,0000,0000,,However, to tell you\Nthe backstory behind this,
Dialogue: 0,0:16:29.09,0:16:31.61,Default,,0000,0000,0000,,I was already in Brazil\Nwhen I thought about:
Dialogue: 0,0:16:31.61,0:16:34.41,Default,,0000,0000,0000,,well, I should use the picture of\Nour LG washer and dryer.
Dialogue: 0,0:16:34.41,0:16:37.60,Default,,0000,0000,0000,,So I didn't have pictures,\Nnot something I carry with me, you know?
Dialogue: 0,0:16:37.60,0:16:39.30,Default,,0000,0000,0000,,Pictures of your washer and dryer.
Dialogue: 0,0:16:39.30,0:16:41.90,Default,,0000,0000,0000,,So I sent a text message\Nto my two older boys,
Dialogue: 0,0:16:41.90,0:16:43.90,Default,,0000,0000,0000,,one of whom is in the audience right now.
Dialogue: 0,0:16:43.90,0:16:45.54,Default,,0000,0000,0000,,His name is Nic, older boy.
Dialogue: 0,0:16:45.54,0:16:47.21,Default,,0000,0000,0000,,Younger boy, Noah.
Dialogue: 0,0:16:47.21,0:16:48.81,Default,,0000,0000,0000,,So I sent them a message saying,
Dialogue: 0,0:16:48.81,0:16:51.54,Default,,0000,0000,0000,,you know, get off\Nthe Call of Duty that I bought you
Dialogue: 0,0:16:51.54,0:16:54.57,Default,,0000,0000,0000,,on the Xbox that I bought you\Nin the house that I bought you.
Dialogue: 0,0:16:54.57,0:16:56.48,Default,,0000,0000,0000,,Take your iPhone that I bought you;
Dialogue: 0,0:16:56.48,0:16:59.86,Default,,0000,0000,0000,,go downstairs - both of you -\Ntake pictures of the LG washer and dryer.
Dialogue: 0,0:16:59.86,0:17:01.85,Default,,0000,0000,0000,,I need it right away.
Dialogue: 0,0:17:01.85,0:17:04.52,Default,,0000,0000,0000,,15 minutes go by, nothing happens, right?
Dialogue: 0,0:17:04.52,0:17:08.27,Default,,0000,0000,0000,,So, again, Nic is the older boy.\NHe's the cowboy.
Dialogue: 0,0:17:08.27,0:17:10.46,Default,,0000,0000,0000,,The other one is in high school still.
Dialogue: 0,0:17:10.46,0:17:11.61,Default,,0000,0000,0000,,So this is what happens.
Dialogue: 0,0:17:11.61,0:17:14.07,Default,,0000,0000,0000,,This is the text message.\NI send Nic a text message.
Dialogue: 0,0:17:14.07,0:17:16.94,Default,,0000,0000,0000,,Did you get my text message\Nbecause I don't see the pictures.
Dialogue: 0,0:17:16.94,0:17:19.05,Default,,0000,0000,0000,,Nick responds that Noah,\Nhis younger brother,
Dialogue: 0,0:17:19.05,0:17:20.59,Default,,0000,0000,0000,,said he would take the pictures.
Dialogue: 0,0:17:20.59,0:17:23.69,Default,,0000,0000,0000,,By the way, can you get us some free TVs?
Dialogue: 0,0:17:23.69,0:17:24.98,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:24.98,0:17:26.38,Default,,0000,0000,0000,,Welcome to my life.
Dialogue: 0,0:17:26.38,0:17:29.01,Default,,0000,0000,0000,,And then you see my bottom response.
Dialogue: 0,0:17:29.01,0:17:31.34,Default,,0000,0000,0000,,I don't think so, Nic.
Dialogue: 0,0:17:31.34,0:17:32.95,Default,,0000,0000,0000,,Welcome to my life.
Dialogue: 0,0:17:32.95,0:17:35.72,Default,,0000,0000,0000,,The key here is to customize\Nyour introduction.
Dialogue: 0,0:17:35.72,0:17:37.26,Default,,0000,0000,0000,,When I spoke in Moscow,
Dialogue: 0,0:17:37.26,0:17:39.26,Default,,0000,0000,0000,,I opened up with this slide and I said,
Dialogue: 0,0:17:39.26,0:17:41.47,Default,,0000,0000,0000,,"Wow, you Russians have big balls."
Dialogue: 0,0:17:41.47,0:17:43.33,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:43.33,0:17:46.77,Default,,0000,0000,0000,,In Istanbul, I opened up with this picture\Nof me in the Grand Bazaar.
Dialogue: 0,0:17:46.77,0:17:48.54,Default,,0000,0000,0000,,That guy behind me is the shopkeeper.
Dialogue: 0,0:17:48.54,0:17:50.99,Default,,0000,0000,0000,,He is really happy.\NYou know why he's really happy?
Dialogue: 0,0:17:50.99,0:17:54.97,Default,,0000,0000,0000,,Because he's thinking, this dumbass\NAmerican tourist is going to buy this fez.
Dialogue: 0,0:17:54.97,0:17:56.06,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:17:56.06,0:17:58.59,Default,,0000,0000,0000,,This fez has been in my family\Nfor three generations.
Dialogue: 0,0:17:58.59,0:18:01.98,Default,,0000,0000,0000,,I finally found somebody\Nstupid enough to buy this fez.
Dialogue: 0,0:18:01.98,0:18:04.95,Default,,0000,0000,0000,,Trust me when I tell you,\Nif you'd open up a speech in Istanbul
Dialogue: 0,0:18:04.95,0:18:08.13,Default,,0000,0000,0000,,with a thing like that,\Na picture like that, you own the audience.
Dialogue: 0,0:18:08.13,0:18:11.63,Default,,0000,0000,0000,,Customize your introduction. \NMore on slides.
Dialogue: 0,0:18:11.63,0:18:13.83,Default,,0000,0000,0000,,10, 20, 30 rule of presentations.
Dialogue: 0,0:18:13.83,0:18:16.47,Default,,0000,0000,0000,,The optimal number of slides\Nin a presentation is ten.
Dialogue: 0,0:18:16.47,0:18:17.48,Default,,0000,0000,0000,,Ten.
Dialogue: 0,0:18:17.48,0:18:19.92,Default,,0000,0000,0000,,Now, you're all Cal people.\NYou're not stupid.
Dialogue: 0,0:18:19.92,0:18:21.35,Default,,0000,0000,0000,,You know I'm way past ten.
Dialogue: 0,0:18:21.35,0:18:23.10,Default,,0000,0000,0000,,You may be thinking I'm a hypocrite.
Dialogue: 0,0:18:23.10,0:18:24.36,Default,,0000,0000,0000,,How should I explain this?
Dialogue: 0,0:18:24.36,0:18:27.65,Default,,0000,0000,0000,,I will explain this: you are not me, OK?
Dialogue: 0,0:18:27.65,0:18:29.65,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:18:29.65,0:18:31.08,Default,,0000,0000,0000,,Ten slides.
Dialogue: 0,0:18:31.08,0:18:34.65,Default,,0000,0000,0000,,You should be able to give\Nthese ten slides in 20 minutes.
Dialogue: 0,0:18:34.65,0:18:37.64,Default,,0000,0000,0000,,Yes, you may have an hour slot,\Nbut to this day, unfortunately,
Dialogue: 0,0:18:37.64,0:18:40.28,Default,,0000,0000,0000,,95% of the world uses Windows laptops.
Dialogue: 0,0:18:40.28,0:18:43.36,Default,,0000,0000,0000,,Those people need 40 minutes\Nto make it work with the projector.
Dialogue: 0,0:18:43.36,0:18:44.48,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:18:44.48,0:18:47.22,Default,,0000,0000,0000,,And the last thing is the optimal\Nsize font is 30 points.
Dialogue: 0,0:18:47.22,0:18:50.44,Default,,0000,0000,0000,,A good rule of thumb is to take\Nthe oldest person in the audience;
Dialogue: 0,0:18:50.44,0:18:52.15,Default,,0000,0000,0000,,divide their age by two:
Dialogue: 0,0:18:52.15,0:18:53.97,Default,,0000,0000,0000,,60-year-old divided by two, 30.
Dialogue: 0,0:18:53.97,0:18:56.03,Default,,0000,0000,0000,,50-year-old divided by two, 25 points.
Dialogue: 0,0:18:56.03,0:18:58.18,Default,,0000,0000,0000,,Someday, you may\Nbe pitching a 16-year-old VC.
Dialogue: 0,0:18:58.18,0:19:00.37,Default,,0000,0000,0000,,That day, God bless you.\NUse the 8 point font.
Dialogue: 0,0:19:00.37,0:19:01.56,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:19:01.56,0:19:04.12,Default,,0000,0000,0000,,Eleven, as a bonus\Nto my friends here at Cal:
Dialogue: 0,0:19:04.88,0:19:08.18,Default,,0000,0000,0000,,don't let the Bozos grind you down;\Nthey will try to grind you down.
Dialogue: 0,0:19:08.18,0:19:11.37,Default,,0000,0000,0000,,The more innovative you are,\Nthe more they'll try to grind you down.
Dialogue: 0,0:19:11.37,0:19:14.70,Default,,0000,0000,0000,,There's two kinds of Bozos in the world.\NI'm an expert in Bozos, OK?
Dialogue: 0,0:19:14.70,0:19:15.80,Default,,0000,0000,0000,,Two kinds of Bozos.
Dialogue: 0,0:19:15.80,0:19:19.72,Default,,0000,0000,0000,,Slovenly, disgusting, pocket protector,\Nbody odor, just a loser of a person.
Dialogue: 0,0:19:19.72,0:19:21.43,Default,,0000,0000,0000,,Rusty car. Japanese watch.
Dialogue: 0,0:19:21.43,0:19:23.64,Default,,0000,0000,0000,,You look at and say, "Wow, what a loser!"
Dialogue: 0,0:19:23.64,0:19:25.26,Default,,0000,0000,0000,,That person is not dangerous\N
Dialogue: 0,0:19:25.26,0:19:27.73,Default,,0000,0000,0000,,because that person\Nis so obviously a loser,
Dialogue: 0,0:19:27.73,0:19:30.23,Default,,0000,0000,0000,,only a loser would listen to that loser.
Dialogue: 0,0:19:30.23,0:19:32.99,Default,,0000,0000,0000,,Because you're not losers,\Nyou won't listen to that person;
Dialogue: 0,0:19:32.99,0:19:35.22,Default,,0000,0000,0000,,hence, that person is not dangerous.
Dialogue: 0,0:19:35.22,0:19:37.88,Default,,0000,0000,0000,,The dangerous Bozo dresses in all black.
Dialogue: 0,0:19:37.88,0:19:41.56,Default,,0000,0000,0000,,The dangerous Bozo\Nowns a lot of stuff that ends in "I."
Dialogue: 0,0:19:41.56,0:19:44.53,Default,,0000,0000,0000,,Like Armani, Maserati,\NLamborghini, Ferrari, OK?
Dialogue: 0,0:19:44.53,0:19:45.88,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:19:45.88,0:19:47.98,Default,,0000,0000,0000,,Audi is OK, a rare exception.
Dialogue: 0,0:19:47.98,0:19:49.52,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:19:49.52,0:19:50.72,Default,,0000,0000,0000,,That's the dangerous Bozo\N
Dialogue: 0,0:19:50.72,0:19:54.29,Default,,0000,0000,0000,,because you think\Nrich and famous parses too smart.
Dialogue: 0,0:19:54.29,0:19:57.87,Default,,0000,0000,0000,,But rich and famous parses\Ntoo lucky, not smart,
Dialogue: 0,0:19:57.87,0:19:59.33,Default,,0000,0000,0000,,at least half the time.
Dialogue: 0,0:19:59.33,0:20:01.90,Default,,0000,0000,0000,,So I believe that Bozosity\Nis like the flu:
Dialogue: 0,0:20:01.90,0:20:03.78,Default,,0000,0000,0000,,you need to be exposed to Bozosity
Dialogue: 0,0:20:03.78,0:20:07.66,Default,,0000,0000,0000,,so that when you encounter big Bozosity,\Nyou have already built up the antigens.
Dialogue: 0,0:20:07.66,0:20:10.34,Default,,0000,0000,0000,,I am going to expose you to some Bozosity.
Dialogue: 0,0:20:10.34,0:20:13.14,Default,,0000,0000,0000,,"I think there is a world market\Nfor maybe five computers."
Dialogue: 0,0:20:13.14,0:20:14.95,Default,,0000,0000,0000,,Thomas Watson of IBM.
Dialogue: 0,0:20:14.95,0:20:17.39,Default,,0000,0000,0000,,Five computers. I have\Nfive Macintoshes in my house.
Dialogue: 0,0:20:17.39,0:20:19.48,Default,,0000,0000,0000,,In other words, I have all the computers
Dialogue: 0,0:20:19.48,0:20:22.41,Default,,0000,0000,0000,,he anticipated in the world,\Nin my house today.
Dialogue: 0,0:20:22.41,0:20:24.36,Default,,0000,0000,0000,,"This telephone has too many shortcomings\N
Dialogue: 0,0:20:24.36,0:20:26.96,Default,,0000,0000,0000,,to be seriously considered\Nas a means of communication.
Dialogue: 0,0:20:26.96,0:20:29.13,Default,,0000,0000,0000,,The device is inherently\Nof no value to us."
Dialogue: 0,0:20:29.13,0:20:31.83,Default,,0000,0000,0000,,Western Union, internal memo, 1876.
Dialogue: 0,0:20:31.83,0:20:36.46,Default,,0000,0000,0000,,Western Union wrote off telephony in 1876.
Dialogue: 0,0:20:36.46,0:20:39.69,Default,,0000,0000,0000,,Western Union should be PayPal today.
Dialogue: 0,0:20:39.69,0:20:40.72,Default,,0000,0000,0000,,Oops!
Dialogue: 0,0:20:40.72,0:20:41.82,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:20:41.82,0:20:45.56,Default,,0000,0000,0000,,There is no reason by anyone would\Nwant a computer in their home - Ken Olsen.
Dialogue: 0,0:20:45.56,0:20:49.09,Default,,0000,0000,0000,,Great innovator, great entrepreneur,\Nsaid this about computers.
Dialogue: 0,0:20:49.09,0:20:51.43,Default,,0000,0000,0000,,There's no reason to have\Na computer in your home.
Dialogue: 0,0:20:51.43,0:20:53.48,Default,,0000,0000,0000,,How many have a computer\Nin your home today?
Dialogue: 0,0:20:53.48,0:20:55.78,Default,,0000,0000,0000,,Because according to Ken Olsen\Nthere's no reason.
Dialogue: 0,0:20:55.79,0:20:57.26,Default,,0000,0000,0000,,He was a great innovator,
Dialogue: 0,0:20:57.26,0:20:59.32,Default,,0000,0000,0000,,extremely good entrepreneur,
Dialogue: 0,0:20:59.32,0:21:03.66,Default,,0000,0000,0000,,but he was so successful on,\Nlet us say, the ice factory curve,
Dialogue: 0,0:21:03.66,0:21:07.03,Default,,0000,0000,0000,,he could not appreciate the next curve,
Dialogue: 0,0:21:07.03,0:21:08.47,Default,,0000,0000,0000,,the refrigerator curve.
Dialogue: 0,0:21:08.47,0:21:11.21,Default,,0000,0000,0000,,And that is the art of innovation.
Dialogue: 0,0:21:11.21,0:21:12.39,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:21:12.39,0:21:14.72,Default,,0000,0000,0000,,(Cheering) (Applause)