1
00:00:15,782 --> 00:00:16,782
Ok.

2
00:00:17,379 --> 00:00:18,703
Take a look at this guy.

3
00:00:18,703 --> 00:00:20,373
And by show of hands,

4
00:00:20,373 --> 00:00:22,353
and everyone please participate,

5
00:00:22,574 --> 00:00:25,427
who thinks he wanted to be
an economist when he grew up?

6
00:00:27,091 --> 00:00:27,941
A lawyer?

7
00:00:29,007 --> 00:00:30,211
Ok. One or two.

8
00:00:30,237 --> 00:00:31,727
A heavy metal bassist?

9
00:00:31,727 --> 00:00:33,045
Ok. Yeah!

10
00:00:34,553 --> 00:00:36,691
We think a face tells a lot.
Does it?

11
00:00:36,691 --> 00:00:38,328
It's not Bon Jovi in the picture.

12
00:00:38,328 --> 00:00:39,353
I am.

13
00:00:39,353 --> 00:00:41,044
(Laughter)

14
00:00:41,044 --> 00:00:43,374
A misguided, indiscreet, 17 year old

15
00:00:43,454 --> 00:00:45,525
who initially wanted to be

16
00:00:46,115 --> 00:00:47,548
an economist.

17
00:00:48,104 --> 00:00:49,484
But now I study psychology.

18
00:00:49,534 --> 00:00:52,344
I also study faces,
you'll see why in a minute,

19
00:00:52,384 --> 00:00:53,834
and, charisma.

20
00:00:53,834 --> 00:00:55,174
I grew up in South Africa

21
00:00:55,174 --> 00:00:57,304
which cultivated my interest in charisma.

22
00:00:57,304 --> 00:00:59,034
I saw my dad as a community leader

23
00:00:59,034 --> 00:01:00,784
running for about a dozen elections

24
00:01:00,784 --> 00:01:02,074
and winning most of them.

25
00:01:02,074 --> 00:01:03,744
I saw my mum managing her shop

26
00:01:03,744 --> 00:01:05,734
and getting the most out of her staff.

27
00:01:05,734 --> 00:01:07,755
I saw South Africa transition peacefully

28
00:01:07,755 --> 00:01:09,184
from aparteid to democracy

29
00:01:09,184 --> 00:01:10,944
mostly because of one great leader.

30
00:01:10,944 --> 00:01:12,409
Nelson Mandela.

31
00:01:12,409 --> 00:01:14,589
So, I have often wondered,
what is charisma?

32
00:01:14,589 --> 00:01:16,069
Can it be measured?

33
00:01:16,069 --> 00:01:17,259
Can it be developed?

34
00:01:17,259 --> 00:01:18,939
I became a professor in the Faculty

35
00:01:18,939 --> 00:01:20,319
of Business and Economics

36
00:01:20,319 --> 00:01:21,799
at the university of Lausanne.

37
00:01:21,817 --> 00:01:24,445
But at times,
I felt like a particle physicist

38
00:01:24,445 --> 00:01:26,355
studying the Higgs field.

39
00:01:26,453 --> 00:01:28,263
Charisma is hard to define,

40
00:01:28,277 --> 00:01:29,511
hard to measure,

41
00:01:29,511 --> 00:01:31,537
but its effects are evident to see.

42
00:01:31,537 --> 00:01:33,649
Like the Higgs field charisma gives mass,

43
00:01:34,251 --> 00:01:35,544
gravitas,

44
00:01:35,544 --> 00:01:37,794
not to particles, but to social movements.

45
00:01:37,794 --> 00:01:40,972
Just when I thought I was beginning
to make a bit of progress,

46
00:01:40,972 --> 00:01:43,548
in 2005 my world was turned upside down.

47
00:01:43,762 --> 00:01:46,105
A study published in the journal Science

48
00:01:46,105 --> 00:01:48,811
by Alex Todorov's lab
at Princeton University,

49
00:01:48,811 --> 00:01:52,065
showed that naive subjects
were able to predict

50
00:01:52,065 --> 00:01:54,345
the results of congressional elections

51
00:01:54,345 --> 00:01:56,095
merely by rating the faces

52
00:01:56,095 --> 00:01:58,894
of the winner and runner up.

53
00:01:59,135 --> 00:02:01,155
What? I thought when I heard it.

54
00:02:01,155 --> 00:02:02,295
Impossible!

55
00:02:02,295 --> 00:02:03,965
Only in America!

56
00:02:03,965 --> 00:02:05,545
(Laughter)

57
00:02:05,616 --> 00:02:07,466
Would this work in Europe?

58
00:02:07,466 --> 00:02:10,404
So you can better understand what they did

59
00:02:10,404 --> 00:02:12,434
take a look at these two guys.

60
00:02:12,912 --> 00:02:15,466
By show of hands, who of the two

61
00:02:15,466 --> 00:02:17,550
seems more competent?

62
00:02:17,599 --> 00:02:18,871
More intelligent?

63
00:02:18,871 --> 00:02:20,411
More leader-like?

64
00:02:20,411 --> 00:02:22,421
Who thinks the guy on the right?

65
00:02:22,421 --> 00:02:24,260
Ok. A couple of hands there.

66
00:02:24,260 --> 00:02:25,846
The guy on the left?

67
00:02:25,869 --> 00:02:27,489
Ok. Evident majority

68
00:02:27,489 --> 00:02:29,089
and the majority got it right!

69
00:02:29,089 --> 00:02:31,133
Now, you don't know them.

70
00:02:31,133 --> 00:02:33,514
These two guys
ran for the Wisconsin senate seat.

71
00:02:33,635 --> 00:02:36,545
On the right, is Timothy Michels,

72
00:02:36,545 --> 00:02:37,635
a Republican.

73
00:02:37,773 --> 00:02:39,373
On the left is Russell Feingold,

74
00:02:39,373 --> 00:02:40,533
a Democrat.

75
00:02:40,533 --> 00:02:43,023
Who actually went on to win.

76
00:02:43,081 --> 00:02:44,941
Whether a pro- or anti- whatever,

77
00:02:45,024 --> 00:02:47,134
pro-gun, anti-gun, pro-God, anti-God,

78
00:02:47,213 --> 00:02:48,789
pro-gay, anti-gay -

79
00:02:50,949 --> 00:02:54,063
in a couple of seconds,
a room of a couple of hundred people

80
00:02:54,256 --> 00:02:57,303
predicted the voting outcomes
of a couple of million

81
00:02:57,303 --> 00:02:59,615
who had a lot more information
than you did.

82
00:02:59,764 --> 00:03:01,992
Is there something in politician's faces

83
00:03:01,992 --> 00:03:03,875
that signals their competence,

84
00:03:03,875 --> 00:03:06,125
or do we carry some evolutionary baggage

85
00:03:06,125 --> 00:03:09,595
that biases our judgement
towards more beautiful, more symmetric

86
00:03:09,595 --> 00:03:11,505
and healthy looking faces?

87
00:03:12,211 --> 00:03:14,010
I repeated the experiments here.

88
00:03:14,200 --> 00:03:16,200
Suprisingly, Swiss subjects

89
00:03:16,200 --> 00:03:17,990
were able to predict the results

90
00:03:17,990 --> 00:03:20,130
of French parliamentary run off elections.

91
00:03:20,130 --> 00:03:22,081
(Laughter)

92
00:03:22,591 --> 00:03:24,611
To entertain the evolutionary argument

93
00:03:24,611 --> 00:03:27,105
I re-ran the experiments with young,

94
00:03:27,105 --> 00:03:30,567
very young children from 5 to 13 years.

95
00:03:30,567 --> 00:03:32,534
Now, such young children don't know

96
00:03:32,534 --> 00:03:35,092
competence, intelligence or leadership,

97
00:03:35,156 --> 00:03:37,443
but they do know what a boat captain is.

98
00:03:37,443 --> 00:03:40,195
So we asked them to play a boat game

99
00:03:40,781 --> 00:03:42,811
and they had to select the boat captain

100
00:03:42,811 --> 00:03:46,642
from among the pairs of faces
of the French elections.

101
00:03:47,021 --> 00:03:49,061
(Laughter)

102
00:03:49,952 --> 00:03:53,311
The kids were as accurate as the adults.

103
00:03:53,421 --> 00:03:56,421
A 71% hit rate at the individual level,

104
00:03:56,421 --> 00:03:59,835
and 85% hit rate
when we averaged the results.

105
00:04:00,050 --> 00:04:04,072
A kid of 5 or 65 "voted" in the same way.

106
00:04:04,431 --> 00:04:06,391
Come, let's try it here

107
00:04:06,391 --> 00:04:09,466
with some election races
from my experiments.

108
00:04:10,251 --> 00:04:12,121
Who thinks the guy on the right

109
00:04:12,121 --> 00:04:14,431
would make a better boat captain?

110
00:04:15,561 --> 00:04:16,741
Evident majority.

111
00:04:16,741 --> 00:04:18,831
I don't even need to go to the left.

112
00:04:18,831 --> 00:04:20,201
Let's try the next one.

113
00:04:20,201 --> 00:04:22,231
Who says the guy on the right?

114
00:04:22,231 --> 00:04:23,711
Ok, 2 or 3 hands.

115
00:04:23,711 --> 00:04:25,071
The guy on the left?

116
00:04:25,071 --> 00:04:26,951
Ok you guys are doing amazing!

117
00:04:26,951 --> 00:04:28,631
Two more to go.

118
00:04:28,631 --> 00:04:30,621
This is a test to see how normal you are.

119
00:04:30,866 --> 00:04:32,476
Ok, don't laugh!

120
00:04:32,476 --> 00:04:33,626
(Laughter)

121
00:04:33,626 --> 00:04:35,466
They haven't chosen their faces, ok.

122
00:04:35,466 --> 00:04:37,546
Who says the guy on the right?

123
00:04:37,546 --> 00:04:38,766
Ok, hardly anyone.

124
00:04:38,766 --> 00:04:40,086
The guy on the left?

125
00:04:40,086 --> 00:04:41,676
Alright, evident majority.

126
00:04:41,676 --> 00:04:42,886
Last pair.

127
00:04:42,886 --> 00:04:44,416
Who says the lady on the right?

128
00:04:44,416 --> 00:04:45,916
Ok, majority already.

129
00:04:45,916 --> 00:04:47,356
Fantastic! Well done.

130
00:04:47,356 --> 00:04:49,626
You guys did excellent. 5 out of 5.

131
00:04:49,626 --> 00:04:51,852
You are normal,
just like the 5 five year olds!

132
00:04:51,852 --> 00:04:53,656
Give yourselves a round of applause.

133
00:04:53,656 --> 00:04:55,886
Come on. Yeah, yeah you passed the test.

134
00:04:55,886 --> 00:04:57,478
(Applause)

135
00:04:57,566 --> 00:04:58,566
Ok.

136
00:04:59,828 --> 00:05:03,984
That's how I felt when I actually
published these results

137
00:05:03,984 --> 00:05:05,506
in the journal Science.

138
00:05:05,506 --> 00:05:07,246
I was rocking. I was the man.

139
00:05:07,246 --> 00:05:08,766
On top of the world!

140
00:05:08,766 --> 00:05:13,052
But, in private, faced, yeah, faced

141
00:05:13,336 --> 00:05:15,196
with this result, I wondered,

142
00:05:15,196 --> 00:05:16,946
what am I suppose to teach?

143
00:05:16,946 --> 00:05:19,776
(Laughter)

144
00:05:19,951 --> 00:05:21,616
What am I supposed to teach

145
00:05:21,616 --> 00:05:23,576
if one's ability to succeed as a leader

146
00:05:23,576 --> 00:05:24,896
depends on one's face?

147
00:05:24,896 --> 00:05:26,686
How could I justify my professorship?

148
00:05:26,686 --> 00:05:28,136
Should I change career

149
00:05:28,136 --> 00:05:29,836
and become a plastic surgeon?

150
00:05:29,836 --> 00:05:31,636
(Laughter)

151
00:05:32,225 --> 00:05:34,385
I have found similar "face effects"

152
00:05:34,385 --> 00:05:35,795
in a variety of situations.

153
00:05:35,795 --> 00:05:38,015
In politics, in academia

154
00:05:38,015 --> 00:05:39,655
and the business world.

155
00:05:39,655 --> 00:05:41,325
Some expert I was on leadership.

156
00:05:41,325 --> 00:05:42,935
I knew nothing!

157
00:05:44,488 --> 00:05:46,048
But one thing I knew for sure,

158
00:05:46,048 --> 00:05:48,008
is that we have a tag around our necks.

159
00:05:48,008 --> 00:05:49,853
People size us up on how we look;

160
00:05:49,853 --> 00:05:51,533
our face, height, whatever

161
00:05:51,533 --> 00:05:53,163
and put a price on the tag.

162
00:05:53,979 --> 00:05:55,725
If we look like a million dollars,

163
00:05:55,725 --> 00:05:57,012
they fill in the blanks

164
00:05:57,012 --> 00:05:59,835
and assume we have
lots of positive characteristics.

165
00:05:59,835 --> 00:06:01,805
If we don't look like a million dollars,

166
00:06:01,805 --> 00:06:03,625
well, then we have a problem.

167
00:06:03,625 --> 00:06:04,655
(Laughter)

168
00:06:04,655 --> 00:06:06,245
So I set out on a mission.

169
00:06:06,245 --> 00:06:10,376
How can we change the price
people put on our tag?

170
00:06:16,304 --> 00:06:18,398
The answer - with charisma.

171
00:06:18,625 --> 00:06:21,125
Charisma is symbolic influence

172
00:06:21,125 --> 00:06:23,605
rooted in values and emotions.

173
00:06:24,305 --> 00:06:26,395
By symbolic I mean, represents something.

174
00:06:26,395 --> 00:06:27,905
Stands for something.

175
00:06:27,905 --> 00:06:29,485
Something that can be seen,

176
00:06:29,485 --> 00:06:30,855
touched and smelled.

177
00:06:30,855 --> 00:06:33,005
Let me show you the results of six studies

178
00:06:33,005 --> 00:06:34,805
my co-authors and I have undertaken

179
00:06:34,805 --> 00:06:37,405
all focusing on that alchemic ability
to connect.

180
00:06:38,244 --> 00:06:40,305
We narrowed charisma down to several

181
00:06:40,305 --> 00:06:41,915
charismatic leadership tactics,

182
00:06:41,915 --> 00:06:43,685
which I will describe in a bit.

183
00:06:43,685 --> 00:06:46,495
In the first study we filmed EMBA students

184
00:06:46,495 --> 00:06:47,745
giving a speech.

185
00:06:48,271 --> 00:06:50,215
Then we trained them to use the tactics

186
00:06:50,215 --> 00:06:51,515
and filmed them again.

187
00:06:51,515 --> 00:06:54,256
Independent judges rated the speeches.

188
00:06:54,256 --> 00:06:56,545
We found that the EMBA students were able

189
00:06:56,545 --> 00:06:59,465
to double their use
of the charismatic leadership tactics.

190
00:06:59,465 --> 00:07:01,295
Charisma could be taught

191
00:07:01,295 --> 00:07:04,245
and the more charismatic
leadership tactics were in the talk,

192
00:07:04,245 --> 00:07:07,015
the more the students were seen
as leader-like by others.

193
00:07:07,015 --> 00:07:08,535
This study is important

194
00:07:08,535 --> 00:07:10,805
because we controlled
for communication skills

195
00:07:10,805 --> 00:07:13,374
and for the constant effects
due to the target person,

196
00:07:13,374 --> 00:07:15,735
which includes their face,
what they look like.

197
00:07:16,458 --> 00:07:18,616
The EMBA students were able to change

198
00:07:18,616 --> 00:07:21,110
the price people put on their tags.

199
00:07:21,244 --> 00:07:22,964
We found the same results

200
00:07:22,964 --> 00:07:25,344
in a field experiment with managers.

201
00:07:25,344 --> 00:07:28,672
We replicated this
using only women leaders.

202
00:07:28,672 --> 00:07:31,482
The use of these tactics
is not the province of men.

203
00:07:31,482 --> 00:07:33,462
With these tactics we can predict

204
00:07:33,462 --> 00:07:35,122
who will become the President

205
00:07:35,122 --> 00:07:37,329
of the United States of America

206
00:07:37,329 --> 00:07:40,083
and this, controlling for incumbency

207
00:07:40,472 --> 00:07:42,650
and for macro-economic effects.

208
00:07:43,077 --> 00:07:46,074
Recently we've been interested to see
the impact of charisma

209
00:07:46,245 --> 00:07:48,125
on worker performance.

210
00:07:48,286 --> 00:07:50,875
We recruited 106 temporary workers,

211
00:07:50,875 --> 00:07:53,895
to prepare postal mail
for a fundraising campaign

212
00:07:53,895 --> 00:07:55,355
on behalf of a charity.

213
00:07:55,355 --> 00:07:56,935
Unbeknown to the workers,

214
00:07:56,935 --> 00:07:58,465
we randomised them

215
00:07:58,465 --> 00:08:00,325
into one of three conditions.

216
00:08:00,325 --> 00:08:02,815
In the first group, the baseline,

217
00:08:02,815 --> 00:08:05,225
the workers had no bonuses and received

218
00:08:05,225 --> 00:08:07,955
a standard motivational speech
given by an actor.

219
00:08:07,955 --> 00:08:09,900
A rather normal looking kind of guy.

220
00:08:10,206 --> 00:08:12,223
I guess you would agree.

221
00:08:12,923 --> 00:08:15,655
We motivated the second group with bonuses

222
00:08:15,707 --> 00:08:18,017
for good performance and they received

223
00:08:18,017 --> 00:08:20,138
the same standard speech too.

224
00:08:21,065 --> 00:08:23,375
The third group, had no bonuses

225
00:08:23,375 --> 00:08:26,465
but received a charismatic
motivational speech.

226
00:08:26,465 --> 00:08:28,002
(Laughter)

227
00:08:28,002 --> 00:08:31,132
Relative to the baseline, both bonuses

228
00:08:31,498 --> 00:08:35,083
and charisma, significantly increased
worker performance,

229
00:08:36,238 --> 00:08:39,608
and their effects
were statistically indistinguishable.

230
00:08:39,926 --> 00:08:41,378
This charisma result is crazy

231
00:08:41,378 --> 00:08:44,138
because it's not well explained
by current economic theory.

232
00:08:44,138 --> 00:08:45,788
We got increased performance,

233
00:08:45,788 --> 00:08:47,347
basically for free.

234
00:08:47,347 --> 00:08:49,107
(Laughter)

235
00:08:49,107 --> 00:08:52,357
And, charisma significantly decreased

236
00:08:52,357 --> 00:08:53,669
production costs.

237
00:08:53,931 --> 00:08:55,335
We got increased performance

238
00:08:55,335 --> 00:08:58,002
without paying economic incentives!

239
00:08:58,405 --> 00:09:00,536
Finally, we know that charisma works

240
00:09:00,536 --> 00:09:03,056
in the micro-blogosphere, Twitter,

241
00:09:03,460 --> 00:09:06,160
where text is limited to 140 characters.

242
00:09:07,936 --> 00:09:11,665
We tracked 30 politicians and 30 CEOs
for three months

243
00:09:11,665 --> 00:09:14,371
and coded all their tweets,
about 3000 of them.

244
00:09:14,956 --> 00:09:17,664
The more charismatic tactics tweets had,

245
00:09:19,853 --> 00:09:22,379
the more they were retweeted
by the followers.

246
00:09:22,379 --> 00:09:24,385
Going from zero to four tactics

247
00:09:24,385 --> 00:09:27,578
increased retweets by over 450%.

248
00:09:29,999 --> 00:09:31,535
I know you're wondering,

249
00:09:31,535 --> 00:09:33,833
"What are these charismatic tactics?"

250
00:09:34,962 --> 00:09:36,395
I'll let you in on a secret.

251
00:09:36,395 --> 00:09:37,995
It's quite simple, really.

252
00:09:37,995 --> 00:09:41,483
To connect, a leader must do three things.

253
00:09:43,347 --> 00:09:46,112
First, frame to give the vision.

254
00:09:46,725 --> 00:09:49,045
Paint a picture and focus attention

255
00:09:49,677 --> 00:09:51,820
by using methaphor, stories

256
00:09:51,820 --> 00:09:53,865
and other techniques.

257
00:09:54,773 --> 00:09:56,885
I'll give you examples of these in a bit.

258
00:09:57,083 --> 00:09:59,890
Second, provide substance
for the justification,

259
00:09:59,890 --> 00:10:02,162
express the sentiments of the collective,

260
00:10:02,195 --> 00:10:04,169
and give confidence in goals.

261
00:10:04,568 --> 00:10:06,708
Third, deliver in an animated

262
00:10:06,708 --> 00:10:08,675
and passionate way, using voice,

263
00:10:08,675 --> 00:10:10,616
gestures and other tactics.

264
00:10:11,575 --> 00:10:13,605
So let me show you an example

265
00:10:13,605 --> 00:10:15,717
of how not to do it.

266
00:10:19,274 --> 00:10:21,259
Cognitive psychology theory suggests

267
00:10:21,259 --> 00:10:24,367
that when a target is described
on a configuration of traits,

268
00:10:24,367 --> 00:10:27,127
whether clustered under an implicit
or explicit prototype,

269
00:10:27,127 --> 00:10:29,109
perceivers speciously impute the target

270
00:10:29,109 --> 00:10:31,799
with other traits that correlate
with the original traits

271
00:10:31,799 --> 00:10:33,034
or with the prototype,

272
00:10:33,034 --> 00:10:35,660
but which are not used
to describe the target.

273
00:10:36,062 --> 00:10:37,572
What did I just say?

274
00:10:37,572 --> 00:10:38,842
(Laughter)

275
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Ok. Now maybe this kind of communication

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is useful when speaking
to a cognitive psychologist,

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or to Sheldon from the Big Bang Theory.

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(Laughter)

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Isn't it more engaging to hear -

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and I'm going to say the same thing
I just said a few seconds ago -

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We all have a tag around our necks.

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People size us up on how we look,

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our face, height, whatever

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and put a price on the tag.

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If we look like a million dollars,

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they fill in the blanks

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00:11:02,880 --> 00:11:05,470
and assume we have
lots of positive characteristics.

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Now that was an example of using metaphor.

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Metaphors simplify, aid in recall
and provide a visual.

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In fact, charisma is all about

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being able to get a vision across,
that sticks.

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There are a variety of ways to do this.

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Let me give you another example.

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So you may be wondering,

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"Can I learn charisma?"

296
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"If I use the tactics,

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will people notice
that I am using them?"

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"Would using them
make my team more effective?"

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I used the following combination:

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Rhetorical questions,

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which create a puzzle,

302
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an intrigue to be solved.

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00:11:41,895 --> 00:11:44,139
A list of three. Why three?

304
00:11:44,354 --> 00:11:46,553
Well, three is indicative of a pattern,

305
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suggests completeness and sounds nice.

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Did you notice?

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Three reasons!

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I also expressed the sentiments

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of the collective,

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to close the psychological gap between us.

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How about the following combination?

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We're not here to talk about
academic mumbo jumbo.

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We're here to talk about

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the practical realities of leadership

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00:12:11,714 --> 00:12:13,414
and it is your duty to exercise it

316
00:12:13,414 --> 00:12:16,174
in a morally responsible
and effective way. Is it not?

317
00:12:17,466 --> 00:12:19,935
I focused your attention using a contrast,

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00:12:19,935 --> 00:12:22,804
"We're not here to do this, but that,"

319
00:12:22,804 --> 00:12:26,185
capturing the sentiments
of the collective too.

320
00:12:26,185 --> 00:12:28,418
Hands up, who here wants to listen

321
00:12:28,418 --> 00:12:30,579
to academic mumbo jumbo?

322
00:12:31,109 --> 00:12:33,139
Ok. No one. I thought so!

323
00:12:33,752 --> 00:12:36,375
Sometimes we have one or two
Sheldons in the room.

324
00:12:36,375 --> 00:12:37,835
(Laughter)

325
00:12:37,835 --> 00:12:41,173
I turned the contrast
into a three-part list

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00:12:41,173 --> 00:12:45,257
and I finished it off
with a rhetorical question.

327
00:12:46,807 --> 00:12:49,296
I also used moral conviction,

328
00:12:50,047 --> 00:12:51,457
one of the key tactics,

329
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which signals one's values

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and makes a contract

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00:12:55,467 --> 00:12:57,437
on which one is to be judged.

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00:12:57,658 --> 00:12:59,496
Now there are other tactics,

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like telling captivating stories

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which creates identification
with the protagonists,

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00:13:05,450 --> 00:13:07,785
aids in seeing the vision

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00:13:07,785 --> 00:13:10,691
and really recounting the moral message.

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00:13:10,911 --> 00:13:13,630
Of course, delivery is very important too.

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00:13:14,781 --> 00:13:18,091
Now, there might be some of you
in the audience still thinking,

339
00:13:18,091 --> 00:13:20,581
"Yeah right, are you kidding me?"

340
00:13:20,581 --> 00:13:23,263
"Are you telling me
that metaphors and stories

341
00:13:23,263 --> 00:13:24,800
will make a difference?"

342
00:13:25,582 --> 00:13:27,013
Yes they can.

343
00:13:28,186 --> 00:13:30,592
Remember the experiment I showed you

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00:13:30,691 --> 00:13:32,051
with the actor?

345
00:13:34,474 --> 00:13:37,537
Where we found
that charisma and bonuses

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00:13:37,537 --> 00:13:40,436
got the same
increase in performance?

347
00:13:40,436 --> 00:13:42,549
Well, when I first proposed

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00:13:42,549 --> 00:13:44,755
that we use metaphors and stories

349
00:13:44,755 --> 00:13:47,376
to motivate the workers
in the charismatic condition,

350
00:13:47,376 --> 00:13:49,526
my co-authors, who are economists,

351
00:13:49,526 --> 00:13:51,886
were very skeptical
that metaphors and stories

352
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would make workers work harder.

353
00:13:53,576 --> 00:13:55,534
So, they tried their best to convince me

354
00:13:55,534 --> 00:13:58,646
to take the stuff out,
but I held firm and we kept it in,

355
00:13:58,646 --> 00:14:00,976
because I truly believed
in the power of words.

356
00:14:00,976 --> 00:14:03,054
Let me tell you what finally happened.

357
00:14:03,054 --> 00:14:04,867
In one part of the actor's speech,

358
00:14:04,867 --> 00:14:06,924
he was urging the workers to prepare

359
00:14:06,924 --> 00:14:08,394
as many letters as possible

360
00:14:08,394 --> 00:14:09,894
for the fundraising drive.

361
00:14:09,894 --> 00:14:11,534
In the standard speech condition,

362
00:14:11,534 --> 00:14:14,114
whether without bonuses or with bonuses,

363
00:14:14,114 --> 00:14:17,064
we asked him to say something like this
to the workers,

364
00:14:17,064 --> 00:14:19,287
and I'm very briefly summarising.

365
00:14:19,845 --> 00:14:21,450
He told the workers to see

366
00:14:21,450 --> 00:14:23,020
how many people were in the room.

367
00:14:23,020 --> 00:14:25,737
And all the other people
we had hired to do this task.

368
00:14:25,737 --> 00:14:28,239
That every extra letter they prepared

369
00:14:28,239 --> 00:14:31,813
could potentially make
a life changing change

370
00:14:31,813 --> 00:14:34,489
to a child who had cancer or whatever.

371
00:14:35,723 --> 00:14:37,333
But in the charisma condition,

372
00:14:37,333 --> 00:14:39,408
we told him to say the following:

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00:14:40,665 --> 00:14:42,265
So you might think,

374
00:14:42,265 --> 00:14:44,916
"Well, I'll just do what I have to.

375
00:14:44,916 --> 00:14:47,100
Will my extra effort help?"

376
00:14:47,720 --> 00:14:48,970
Yes it will!

377
00:14:49,185 --> 00:14:51,395
This reminds me of a story of an old man

378
00:14:51,395 --> 00:14:53,385
who, while walking along the seashore,

379
00:14:53,385 --> 00:14:55,454
saw a young girl picking up starfish

380
00:14:55,454 --> 00:14:57,148
and throwing them into the sea.

381
00:14:57,148 --> 00:14:59,231
The old man approached her saying,

382
00:14:59,231 --> 00:15:00,851
"What are you doing?"

383
00:15:00,851 --> 00:15:03,051
She replied, "I'm picking up starfish

384
00:15:03,051 --> 00:15:04,784
and throwing them into the sea,

385
00:15:04,784 --> 00:15:07,614
because the sun's coming up
and the starfish will die."

386
00:15:07,829 --> 00:15:09,358
"But," said the man,

387
00:15:09,358 --> 00:15:11,678
"there are thousands of starfish

388
00:15:11,678 --> 00:15:14,115
the sun's already high
and the tide is going out.

389
00:15:14,115 --> 00:15:17,095
How can you possibly make a difference?"

390
00:15:17,625 --> 00:15:19,905
The girl bent down, picked up a starfish

391
00:15:19,905 --> 00:15:21,506
threw it into the sea and said,

392
00:15:21,506 --> 00:15:23,856
"Well, I made a difference to that one."

393
00:15:25,374 --> 00:15:26,605
Now when you have time,

394
00:15:26,605 --> 00:15:30,442
go back and see what tactics
I used throughout my presentation.

395
00:15:30,442 --> 00:15:32,344
I'm sure you'll have fun

396
00:15:32,344 --> 00:15:34,634
trying out these tactics
in your everyday lives.

397
00:15:34,634 --> 00:15:37,471
Put the price you want, on your tags.

398
00:15:39,454 --> 00:15:42,407
Then, go out there and make a difference!

399
00:15:43,974 --> 00:15:46,516
So, what are you going to do?

400
00:15:48,464 --> 00:15:49,840
Thank you,

401
00:15:49,840 --> 00:15:52,444
and a big thanks to my co-authors
and to my family too,

402
00:15:52,444 --> 00:15:54,704
who have taught me
so much about leadership.

403
00:15:54,704 --> 00:15:56,534
Thanks. Thank you!
(Applause)