0:00:15.782,0:00:16.782 Ok. 0:00:17.379,0:00:18.703 Take a look at this guy. 0:00:18.703,0:00:20.373 And by show of hands, 0:00:20.373,0:00:22.353 and everyone please participate, 0:00:22.574,0:00:25.427 who thinks he wanted to be[br]an economist when he grew up? 0:00:27.091,0:00:27.941 A lawyer? 0:00:29.007,0:00:30.211 Ok. One or two. 0:00:30.237,0:00:31.727 A heavy metal bassist? 0:00:31.727,0:00:33.045 Ok. Yeah! 0:00:34.553,0:00:36.691 We think a face tells a lot.[br]Does it? 0:00:36.691,0:00:38.328 It's not Bon Jovi in the picture. 0:00:38.328,0:00:39.353 I am. 0:00:39.353,0:00:41.044 (Laughter) 0:00:41.044,0:00:43.374 A misguided, indiscreet, 17 year old 0:00:43.454,0:00:45.525 who initially wanted to be 0:00:46.115,0:00:47.548 an economist. 0:00:48.104,0:00:49.484 But now I study psychology. 0:00:49.534,0:00:52.344 I also study faces,[br]you'll see why in a minute, 0:00:52.384,0:00:53.834 and, charisma. 0:00:53.834,0:00:55.174 I grew up in South Africa 0:00:55.174,0:00:57.304 which cultivated my interest in charisma. 0:00:57.304,0:00:59.034 I saw my dad as a community leader 0:00:59.034,0:01:00.784 running for about a dozen elections 0:01:00.784,0:01:02.074 and winning most of them. 0:01:02.074,0:01:03.744 I saw my mum managing her shop 0:01:03.744,0:01:05.734 and getting the most out of her staff. 0:01:05.734,0:01:07.755 I saw South Africa transition peacefully 0:01:07.755,0:01:09.184 from aparteid to democracy 0:01:09.184,0:01:10.944 mostly because of one great leader. 0:01:10.944,0:01:12.409 Nelson Mandela. 0:01:12.409,0:01:14.589 So, I have often wondered,[br]what is charisma? 0:01:14.589,0:01:16.069 Can it be measured? 0:01:16.069,0:01:17.259 Can it be developed? 0:01:17.259,0:01:18.939 I became a professor in the Faculty 0:01:18.939,0:01:20.319 of Business and Economics 0:01:20.319,0:01:21.799 at the university of Lausanne. 0:01:21.817,0:01:24.445 But at times,[br]I felt like a particle physicist 0:01:24.445,0:01:26.355 studying the Higgs field. 0:01:26.453,0:01:28.263 Charisma is hard to define, 0:01:28.277,0:01:29.511 hard to measure, 0:01:29.511,0:01:31.537 but its effects are evident to see. 0:01:31.537,0:01:33.649 Like the Higgs field charisma gives mass, 0:01:34.251,0:01:35.544 gravitas, 0:01:35.544,0:01:37.794 not to particles, but to social movements. 0:01:37.794,0:01:40.972 Just when I thought I was beginning[br]to make a bit of progress, 0:01:40.972,0:01:43.548 in 2005 my world was turned upside down. 0:01:43.762,0:01:46.105 A study published in the journal Science 0:01:46.105,0:01:48.811 by Alex Todorov's lab[br]at Princeton University, 0:01:48.811,0:01:52.065 showed that naive subjects[br]were able to predict 0:01:52.065,0:01:54.345 the results of congressional elections 0:01:54.345,0:01:56.095 merely by rating the faces 0:01:56.095,0:01:58.894 of the winner and runner up. 0:01:59.135,0:02:01.155 What? I thought when I heard it. 0:02:01.155,0:02:02.295 Impossible! 0:02:02.295,0:02:03.965 Only in America! 0:02:03.965,0:02:05.545 (Laughter) 0:02:05.616,0:02:07.466 Would this work in Europe? 0:02:07.466,0:02:10.404 So you can better understand what they did 0:02:10.404,0:02:12.434 take a look at these two guys. 0:02:12.912,0:02:15.466 By show of hands, who of the two 0:02:15.466,0:02:17.550 seems more competent? 0:02:17.599,0:02:18.871 More intelligent? 0:02:18.871,0:02:20.411 More leader-like? 0:02:20.411,0:02:22.421 Who thinks the guy on the right? 0:02:22.421,0:02:24.260 Ok. A couple of hands there. 0:02:24.260,0:02:25.846 The guy on the left? 0:02:25.869,0:02:27.489 Ok. Evident majority 0:02:27.489,0:02:29.089 and the majority got it right! 0:02:29.089,0:02:31.133 Now, you don't know them. 0:02:31.133,0:02:33.514 These two guys[br]ran for the Wisconsin senate seat. 0:02:33.635,0:02:36.545 On the right, is Timothy Michels, 0:02:36.545,0:02:37.635 a Republican. 0:02:37.773,0:02:39.373 On the left is Russell Feingold, 0:02:39.373,0:02:40.533 a Democrat. 0:02:40.533,0:02:43.023 Who actually went on to win. 0:02:43.081,0:02:44.941 Whether a pro- or anti- whatever, 0:02:45.024,0:02:47.134 pro-gun, anti-gun, pro-God, anti-God, 0:02:47.213,0:02:48.789 pro-gay, anti-gay - 0:02:50.949,0:02:54.063 in a couple of seconds,[br]a room of a couple of hundred people 0:02:54.256,0:02:57.303 predicted the voting outcomes[br]of a couple of million 0:02:57.303,0:02:59.615 who had a lot more information[br]than you did. 0:02:59.764,0:03:01.992 Is there something in politician's faces 0:03:01.992,0:03:03.875 that signals their competence, 0:03:03.875,0:03:06.125 or do we carry some evolutionary baggage 0:03:06.125,0:03:09.595 that biases our judgement[br]towards more beautiful, more symmetric 0:03:09.595,0:03:11.505 and healthy looking faces? 0:03:12.211,0:03:14.010 I repeated the experiments here. 0:03:14.200,0:03:16.200 Suprisingly, Swiss subjects 0:03:16.200,0:03:17.990 were able to predict the results 0:03:17.990,0:03:20.130 of French parliamentary run off elections. 0:03:20.130,0:03:22.081 (Laughter) 0:03:22.591,0:03:24.611 To entertain the evolutionary argument 0:03:24.611,0:03:27.105 I re-ran the experiments with young, 0:03:27.105,0:03:30.567 very young children from 5 to 13 years. 0:03:30.567,0:03:32.534 Now, such young children don't know 0:03:32.534,0:03:35.092 competence, intelligence or leadership, 0:03:35.156,0:03:37.443 but they do know what a boat captain is. 0:03:37.443,0:03:40.195 So we asked them to play a boat game 0:03:40.781,0:03:42.811 and they had to select the boat captain 0:03:42.811,0:03:46.642 from among the pairs of faces[br]of the French elections. 0:03:47.021,0:03:49.061 (Laughter) 0:03:49.952,0:03:53.311 The kids were as accurate as the adults. 0:03:53.421,0:03:56.421 A 71% hit rate at the individual level, 0:03:56.421,0:03:59.835 and 85% hit rate[br]when we averaged the results. 0:04:00.050,0:04:04.072 A kid of 5 or 65 "voted" in the same way. 0:04:04.431,0:04:06.391 Come, let's try it here 0:04:06.391,0:04:09.466 with some election races[br]from my experiments. 0:04:10.251,0:04:12.121 Who thinks the guy on the right 0:04:12.121,0:04:14.431 would make a better boat captain? 0:04:15.561,0:04:16.741 Evident majority. 0:04:16.741,0:04:18.831 I don't even need to go to the left. 0:04:18.831,0:04:20.201 Let's try the next one. 0:04:20.201,0:04:22.231 Who says the guy on the right? 0:04:22.231,0:04:23.711 Ok, 2 or 3 hands. 0:04:23.711,0:04:25.071 The guy on the left? 0:04:25.071,0:04:26.951 Ok you guys are doing amazing! 0:04:26.951,0:04:28.631 Two more to go. 0:04:28.631,0:04:30.621 This is a test to see how normal you are. 0:04:30.866,0:04:32.476 Ok, don't laugh! 0:04:32.476,0:04:33.626 (Laughter) 0:04:33.626,0:04:35.466 They haven't chosen their faces, ok. 0:04:35.466,0:04:37.546 Who says the guy on the right? 0:04:37.546,0:04:38.766 Ok, hardly anyone. 0:04:38.766,0:04:40.086 The guy on the left? 0:04:40.086,0:04:41.676 Alright, evident majority. 0:04:41.676,0:04:42.886 Last pair. 0:04:42.886,0:04:44.416 Who says the lady on the right? 0:04:44.416,0:04:45.916 Ok, majority already. 0:04:45.916,0:04:47.356 Fantastic! Well done. 0:04:47.356,0:04:49.626 You guys did excellent. 5 out of 5. 0:04:49.626,0:04:51.852 You are normal,[br]just like the 5 five year olds! 0:04:51.852,0:04:53.656 Give yourselves a round of applause. 0:04:53.656,0:04:55.886 Come on. Yeah, yeah you passed the test. 0:04:55.886,0:04:57.478 (Applause) 0:04:57.566,0:04:58.566 Ok. 0:04:59.828,0:05:03.984 That's how I felt when I actually[br]published these results 0:05:03.984,0:05:05.506 in the journal Science. 0:05:05.506,0:05:07.246 I was rocking. I was the man. 0:05:07.246,0:05:08.766 On top of the world! 0:05:08.766,0:05:13.052 But, in private, faced, yeah, faced 0:05:13.336,0:05:15.196 with this result, I wondered, 0:05:15.196,0:05:16.946 what am I suppose to teach? 0:05:16.946,0:05:19.776 (Laughter) 0:05:19.951,0:05:21.616 What am I supposed to teach 0:05:21.616,0:05:23.576 if one's ability to succeed as a leader 0:05:23.576,0:05:24.896 depends on one's face? 0:05:24.896,0:05:26.686 How could I justify my professorship? 0:05:26.686,0:05:28.136 Should I change career 0:05:28.136,0:05:29.836 and become a plastic surgeon? 0:05:29.836,0:05:31.636 (Laughter) 0:05:32.225,0:05:34.385 I have found similar "face effects" 0:05:34.385,0:05:35.795 in a variety of situations. 0:05:35.795,0:05:38.015 In politics, in academia 0:05:38.015,0:05:39.655 and the business world. 0:05:39.655,0:05:41.325 Some expert I was on leadership. 0:05:41.325,0:05:42.935 I knew nothing! 0:05:44.488,0:05:46.048 But one thing I knew for sure, 0:05:46.048,0:05:48.008 is that we have a tag around our necks. 0:05:48.008,0:05:49.853 People size us up on how we look; 0:05:49.853,0:05:51.533 our face, height, whatever 0:05:51.533,0:05:53.163 and put a price on the tag. 0:05:53.979,0:05:55.725 If we look like a million dollars, 0:05:55.725,0:05:57.012 they fill in the blanks 0:05:57.012,0:05:59.835 and assume we have[br]lots of positive characteristics. 0:05:59.835,0:06:01.805 If we don't look like a million dollars, 0:06:01.805,0:06:03.625 well, then we have a problem. 0:06:03.625,0:06:04.655 (Laughter) 0:06:04.655,0:06:06.245 So I set out on a mission. 0:06:06.245,0:06:10.376 How can we change the price[br]people put on our tag? 0:06:16.304,0:06:18.398 The answer - with charisma. 0:06:18.625,0:06:21.125 Charisma is symbolic influence 0:06:21.125,0:06:23.605 rooted in values and emotions. 0:06:24.305,0:06:26.395 By symbolic I mean, represents something. 0:06:26.395,0:06:27.905 Stands for something. 0:06:27.905,0:06:29.485 Something that can be seen, 0:06:29.485,0:06:30.855 touched and smelled. 0:06:30.855,0:06:33.005 Let me show you the results of six studies 0:06:33.005,0:06:34.805 my co-authors and I have undertaken 0:06:34.805,0:06:37.405 all focusing on that alchemic ability[br]to connect. 0:06:38.244,0:06:40.305 We narrowed charisma down to several 0:06:40.305,0:06:41.915 charismatic leadership tactics, 0:06:41.915,0:06:43.685 which I will describe in a bit. 0:06:43.685,0:06:46.495 In the first study we filmed EMBA students 0:06:46.495,0:06:47.745 giving a speech. 0:06:48.271,0:06:50.215 Then we trained them to use the tactics 0:06:50.215,0:06:51.515 and filmed them again. 0:06:51.515,0:06:54.256 Independent judges rated the speeches. 0:06:54.256,0:06:56.545 We found that the EMBA students were able 0:06:56.545,0:06:59.465 to double their use[br]of the charismatic leadership tactics. 0:06:59.465,0:07:01.295 Charisma could be taught 0:07:01.295,0:07:04.245 and the more charismatic[br]leadership tactics were in the talk, 0:07:04.245,0:07:07.015 the more the students were seen[br]as leader-like by others. 0:07:07.015,0:07:08.535 This study is important 0:07:08.535,0:07:10.805 because we controlled[br]for communication skills 0:07:10.805,0:07:13.374 and for the constant effects[br]due to the target person, 0:07:13.374,0:07:15.735 which includes their face,[br]what they look like. 0:07:16.458,0:07:18.616 The EMBA students were able to change 0:07:18.616,0:07:21.110 the price people put on their tags. 0:07:21.244,0:07:22.964 We found the same results 0:07:22.964,0:07:25.344 in a field experiment with managers. 0:07:25.344,0:07:28.672 We replicated this[br]using only women leaders. 0:07:28.672,0:07:31.482 The use of these tactics[br]is not the province of men. 0:07:31.482,0:07:33.462 With these tactics we can predict 0:07:33.462,0:07:35.122 who will become the President 0:07:35.122,0:07:37.329 of the United States of America 0:07:37.329,0:07:40.083 and this, controlling for incumbency 0:07:40.472,0:07:42.650 and for macro-economic effects. 0:07:43.077,0:07:46.074 Recently we've been interested to see[br]the impact of charisma 0:07:46.245,0:07:48.125 on worker performance. 0:07:48.286,0:07:50.875 We recruited 106 temporary workers, 0:07:50.875,0:07:53.895 to prepare postal mail[br]for a fundraising campaign 0:07:53.895,0:07:55.355 on behalf of a charity. 0:07:55.355,0:07:56.935 Unbeknown to the workers, 0:07:56.935,0:07:58.465 we randomised them 0:07:58.465,0:08:00.325 into one of three conditions. 0:08:00.325,0:08:02.815 In the first group, the baseline, 0:08:02.815,0:08:05.225 the workers had no bonuses and received 0:08:05.225,0:08:07.955 a standard motivational speech[br]given by an actor. 0:08:07.955,0:08:09.900 A rather normal looking kind of guy. 0:08:10.206,0:08:12.223 I guess you would agree. 0:08:12.923,0:08:15.655 We motivated the second group with bonuses 0:08:15.707,0:08:18.017 for good performance and they received 0:08:18.017,0:08:20.138 the same standard speech too. 0:08:21.065,0:08:23.375 The third group, had no bonuses 0:08:23.375,0:08:26.465 but received a charismatic[br]motivational speech. 0:08:26.465,0:08:28.002 (Laughter) 0:08:28.002,0:08:31.132 Relative to the baseline, both bonuses 0:08:31.498,0:08:35.083 and charisma, significantly increased[br]worker performance, 0:08:36.238,0:08:39.608 and their effects[br]were statistically indistinguishable. 0:08:39.926,0:08:41.378 This charisma result is crazy 0:08:41.378,0:08:44.138 because it's not well explained[br]by current economic theory. 0:08:44.138,0:08:45.788 We got increased performance, 0:08:45.788,0:08:47.347 basically for free. 0:08:47.347,0:08:49.107 (Laughter) 0:08:49.107,0:08:52.357 And, charisma significantly decreased 0:08:52.357,0:08:53.669 production costs. 0:08:53.931,0:08:55.335 We got increased performance 0:08:55.335,0:08:58.002 without paying economic incentives! 0:08:58.405,0:09:00.536 Finally, we know that charisma works 0:09:00.536,0:09:03.056 in the micro-blogosphere, Twitter, 0:09:03.460,0:09:06.160 where text is limited to 140 characters. 0:09:07.936,0:09:11.665 We tracked 30 politicians and 30 CEOs[br]for three months 0:09:11.665,0:09:14.371 and coded all their tweets,[br]about 3000 of them. 0:09:14.956,0:09:17.664 The more charismatic tactics tweets had, 0:09:19.853,0:09:22.379 the more they were retweeted[br]by the followers. 0:09:22.379,0:09:24.385 Going from zero to four tactics 0:09:24.385,0:09:27.578 increased retweets by over 450%. 0:09:29.999,0:09:31.535 I know you're wondering, 0:09:31.535,0:09:33.833 "What are these charismatic tactics?" 0:09:34.962,0:09:36.395 I'll let you in on a secret. 0:09:36.395,0:09:37.995 It's quite simple, really. 0:09:37.995,0:09:41.483 To connect, a leader must do three things. 0:09:43.347,0:09:46.112 First, frame to give the vision. 0:09:46.725,0:09:49.045 Paint a picture and focus attention 0:09:49.677,0:09:51.820 by using methaphor, stories 0:09:51.820,0:09:53.865 and other techniques. 0:09:54.773,0:09:56.885 I'll give you examples of these in a bit. 0:09:57.083,0:09:59.890 Second, provide substance[br]for the justification, 0:09:59.890,0:10:02.162 express the sentiments of the collective, 0:10:02.195,0:10:04.169 and give confidence in goals. 0:10:04.568,0:10:06.708 Third, deliver in an animated 0:10:06.708,0:10:08.675 and passionate way, using voice, 0:10:08.675,0:10:10.616 gestures and other tactics. 0:10:11.575,0:10:13.605 So let me show you an example 0:10:13.605,0:10:15.717 of how not to do it. 0:10:19.274,0:10:21.259 Cognitive psychology theory suggests 0:10:21.259,0:10:24.367 that when a target is described[br]on a configuration of traits, 0:10:24.367,0:10:27.127 whether clustered under an implicit[br]or explicit prototype, 0:10:27.127,0:10:29.109 perceivers speciously impute the target 0:10:29.109,0:10:31.799 with other traits that correlate[br]with the original traits 0:10:31.799,0:10:33.034 or with the prototype, 0:10:33.034,0:10:35.660 but which are not used[br]to describe the target. 0:10:36.062,0:10:37.572 What did I just say? 0:10:37.572,0:10:38.842 (Laughter) 0:10:38.842,0:10:41.165 Ok. Now maybe this kind of communication 0:10:41.165,0:10:44.112 is useful when speaking[br]to a cognitive psychologist, 0:10:44.112,0:10:46.482 or to Sheldon from the Big Bang Theory. 0:10:46.482,0:10:47.862 (Laughter) 0:10:47.862,0:10:50.023 Isn't it more engaging to hear - 0:10:50.023,0:10:53.354 and I'm going to say the same thing[br]I just said a few seconds ago - 0:10:53.354,0:10:55.160 We all have a tag around our necks. 0:10:55.160,0:10:56.850 People size us up on how we look, 0:10:56.850,0:10:58.280 our face, height, whatever 0:10:58.280,0:10:59.590 and put a price on the tag. 0:10:59.590,0:11:01.350 If we look like a million dollars, 0:11:01.350,0:11:02.880 they fill in the blanks 0:11:02.880,0:11:05.470 and assume we have[br]lots of positive characteristics. 0:11:05.470,0:11:07.770 Now that was an example of using metaphor. 0:11:07.770,0:11:12.693 Metaphors simplify, aid in recall[br]and provide a visual. 0:11:13.749,0:11:15.595 In fact, charisma is all about 0:11:15.595,0:11:17.835 being able to get a vision across,[br]that sticks. 0:11:17.835,0:11:20.011 There are a variety of ways to do this. 0:11:20.011,0:11:22.141 Let me give you another example. 0:11:22.626,0:11:24.246 So you may be wondering, 0:11:24.246,0:11:26.268 "Can I learn charisma?" 0:11:27.035,0:11:28.550 "If I use the tactics, 0:11:28.550,0:11:30.795 will people notice[br]that I am using them?" 0:11:30.795,0:11:33.635 "Would using them[br]make my team more effective?" 0:11:34.489,0:11:36.201 I used the following combination: 0:11:36.201,0:11:38.281 Rhetorical questions, 0:11:38.281,0:11:39.693 which create a puzzle, 0:11:39.693,0:11:41.895 an intrigue to be solved. 0:11:41.895,0:11:44.139 A list of three. Why three? 0:11:44.354,0:11:46.553 Well, three is indicative of a pattern, 0:11:47.248,0:11:50.134 suggests completeness and sounds nice. 0:11:50.262,0:11:51.745 Did you notice? 0:11:51.745,0:11:53.195 Three reasons! 0:11:53.789,0:11:55.892 I also expressed the sentiments 0:11:55.892,0:11:57.067 of the collective, 0:11:57.067,0:12:00.187 to close the psychological gap between us. 0:12:01.881,0:12:04.068 How about the following combination? 0:12:04.068,0:12:07.337 We're not here to talk about[br]academic mumbo jumbo. 0:12:08.294,0:12:09.704 We're here to talk about 0:12:09.704,0:12:11.714 the practical realities of leadership 0:12:11.714,0:12:13.414 and it is your duty to exercise it 0:12:13.414,0:12:16.174 in a morally responsible[br]and effective way. Is it not? 0:12:17.466,0:12:19.935 I focused your attention using a contrast, 0:12:19.935,0:12:22.804 "We're not here to do this, but that," 0:12:22.804,0:12:26.185 capturing the sentiments[br]of the collective too. 0:12:26.185,0:12:28.418 Hands up, who here wants to listen 0:12:28.418,0:12:30.579 to academic mumbo jumbo? 0:12:31.109,0:12:33.139 Ok. No one. I thought so! 0:12:33.752,0:12:36.375 Sometimes we have one or two[br]Sheldons in the room. 0:12:36.375,0:12:37.835 (Laughter) 0:12:37.835,0:12:41.173 I turned the contrast[br]into a three-part list 0:12:41.173,0:12:45.257 and I finished it off[br]with a rhetorical question. 0:12:46.807,0:12:49.296 I also used moral conviction, 0:12:50.047,0:12:51.457 one of the key tactics, 0:12:51.457,0:12:54.185 which signals one's values 0:12:54.185,0:12:55.467 and makes a contract 0:12:55.467,0:12:57.437 on which one is to be judged. 0:12:57.658,0:12:59.496 Now there are other tactics, 0:12:59.610,0:13:02.290 like telling captivating stories 0:13:02.461,0:13:05.450 which creates identification[br]with the protagonists, 0:13:05.450,0:13:07.785 aids in seeing the vision 0:13:07.785,0:13:10.691 and really recounting the moral message. 0:13:10.911,0:13:13.630 Of course, delivery is very important too. 0:13:14.781,0:13:18.091 Now, there might be some of you[br]in the audience still thinking, 0:13:18.091,0:13:20.581 "Yeah right, are you kidding me?" 0:13:20.581,0:13:23.263 "Are you telling me[br]that metaphors and stories 0:13:23.263,0:13:24.800 will make a difference?" 0:13:25.582,0:13:27.013 Yes they can. 0:13:28.186,0:13:30.592 Remember the experiment I showed you 0:13:30.691,0:13:32.051 with the actor? 0:13:34.474,0:13:37.537 Where we found[br]that charisma and bonuses 0:13:37.537,0:13:40.436 got the same[br]increase in performance? 0:13:40.436,0:13:42.549 Well, when I first proposed 0:13:42.549,0:13:44.755 that we use metaphors and stories 0:13:44.755,0:13:47.376 to motivate the workers[br]in the charismatic condition, 0:13:47.376,0:13:49.526 my co-authors, who are economists, 0:13:49.526,0:13:51.886 were very skeptical[br]that metaphors and stories 0:13:51.886,0:13:53.576 would make workers work harder. 0:13:53.576,0:13:55.534 So, they tried their best to convince me 0:13:55.534,0:13:58.646 to take the stuff out,[br]but I held firm and we kept it in, 0:13:58.646,0:14:00.976 because I truly believed[br]in the power of words. 0:14:00.976,0:14:03.054 Let me tell you what finally happened. 0:14:03.054,0:14:04.867 In one part of the actor's speech, 0:14:04.867,0:14:06.924 he was urging the workers to prepare 0:14:06.924,0:14:08.394 as many letters as possible 0:14:08.394,0:14:09.894 for the fundraising drive. 0:14:09.894,0:14:11.534 In the standard speech condition, 0:14:11.534,0:14:14.114 whether without bonuses or with bonuses, 0:14:14.114,0:14:17.064 we asked him to say something like this[br]to the workers, 0:14:17.064,0:14:19.287 and I'm very briefly summarising. 0:14:19.845,0:14:21.450 He told the workers to see 0:14:21.450,0:14:23.020 how many people were in the room. 0:14:23.020,0:14:25.737 And all the other people[br]we had hired to do this task. 0:14:25.737,0:14:28.239 That every extra letter they prepared 0:14:28.239,0:14:31.813 could potentially make[br]a life changing change 0:14:31.813,0:14:34.489 to a child who had cancer or whatever. 0:14:35.723,0:14:37.333 But in the charisma condition, 0:14:37.333,0:14:39.408 we told him to say the following: 0:14:40.665,0:14:42.265 So you might think, 0:14:42.265,0:14:44.916 "Well, I'll just do what I have to. 0:14:44.916,0:14:47.100 Will my extra effort help?" 0:14:47.720,0:14:48.970 Yes it will! 0:14:49.185,0:14:51.395 This reminds me of a story of an old man 0:14:51.395,0:14:53.385 who, while walking along the seashore, 0:14:53.385,0:14:55.454 saw a young girl picking up starfish 0:14:55.454,0:14:57.148 and throwing them into the sea. 0:14:57.148,0:14:59.231 The old man approached her saying, 0:14:59.231,0:15:00.851 "What are you doing?" 0:15:00.851,0:15:03.051 She replied, "I'm picking up starfish 0:15:03.051,0:15:04.784 and throwing them into the sea, 0:15:04.784,0:15:07.614 because the sun's coming up[br]and the starfish will die." 0:15:07.829,0:15:09.358 "But," said the man, 0:15:09.358,0:15:11.678 "there are thousands of starfish 0:15:11.678,0:15:14.115 the sun's already high[br]and the tide is going out. 0:15:14.115,0:15:17.095 How can you possibly make a difference?" 0:15:17.625,0:15:19.905 The girl bent down, picked up a starfish 0:15:19.905,0:15:21.506 threw it into the sea and said, 0:15:21.506,0:15:23.856 "Well, I made a difference to that one." 0:15:25.374,0:15:26.605 Now when you have time, 0:15:26.605,0:15:30.442 go back and see what tactics[br]I used throughout my presentation. 0:15:30.442,0:15:32.344 I'm sure you'll have fun 0:15:32.344,0:15:34.634 trying out these tactics[br]in your everyday lives. 0:15:34.634,0:15:37.471 Put the price you want, on your tags. 0:15:39.454,0:15:42.407 Then, go out there and make a difference! 0:15:43.974,0:15:46.516 So, what are you going to do? 0:15:48.464,0:15:49.840 Thank you, 0:15:49.840,0:15:52.444 and a big thanks to my co-authors[br]and to my family too, 0:15:52.444,0:15:54.704 who have taught me[br]so much about leadership. 0:15:54.704,0:15:56.534 Thanks. Thank you![br](Applause)