The entrepreneur, the main agent of social change | Patrick Chassagne | TEDxIssylesMoulineaux
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0:29 - 0:30Good evening, everyone.
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0:32 - 0:37Our societies are changing,
they change all the time, constantly. -
0:40 - 0:45And we can - we might - agree on the fact
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0:45 - 0:51that the innovator is the most important
person for change in our societies. -
0:53 - 0:57I don't agree, and I will tell you why.
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0:58 - 1:01But first, I will talk to you
about my region. -
1:04 - 1:05This is Auvergne.
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1:07 - 1:11This is Auvergne too, and so is this.
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1:12 - 1:15These are local dwellers in Auvergne,
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1:17 - 1:19and that is the Puy de Dôme.
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1:20 - 1:23At the foot of Puy de Dôme
lies a small town, Clermont-Ferrand. -
1:25 - 1:28It is into this small town
that I'm taking you, in 1889. -
1:30 - 1:35In 1889, the Michelin brothers
started a business, -
1:35 - 1:38Michelin&Cie, not a very original name.
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1:39 - 1:45They based it on an innovation
developed by an English man, Dunlop, -
1:46 - 1:49who discovered
the vulcanization of rubber. -
1:51 - 1:55And from this innovation
- that was not their own - -
1:56 - 2:01they were to develop tires,
first for bicycles, then for cars, -
2:02 - 2:06and then truck tires,
airplane tires, etc., etc. -
2:09 - 2:12But as years went by,
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2:12 - 2:16at the beginning of the 20th century,
when cars appear, -
2:17 - 2:21they had a brilliant idea:
put tires on car wheels. -
2:22 - 2:23It changes everything!
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2:23 - 2:25That changes everything
in terms of comfort, -
2:25 - 2:28it changes everything in terms of safety,
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2:28 - 2:33and changes everything
in terms of axletree breakage, etc. -
2:33 - 2:36So basically, their future was bright,
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2:36 - 2:42those two entrepreneurs living
in the small town of Clermont-Ferrand. -
2:42 - 2:45Well no! Well no! Why, then?
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2:46 - 2:48Because at the beginning
of the 20th century, -
2:48 - 2:53when you have a car,
you basically don't use it. -
2:54 - 2:58You are very happy and proud,
you drive a little, but not a lot. -
2:58 - 3:02Since you don't drive a lot,
you don't wear your tires out, -
3:02 - 3:06so there is no market for tires.
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3:06 - 3:11So the small company in Clermont-Ferrand
remained a small company. -
3:14 - 3:18Then the Michelin brothers understood
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3:18 - 3:21that to sell tires,
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3:22 - 3:26they had to convince the people
who had bought a car -
3:26 - 3:27to use it.
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3:29 - 3:34It will begin with the road map.
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3:34 - 3:38This is the first time
a non-military map is made. -
3:39 - 3:41It explains how to go
from Strasbourg to Orleans, -
3:43 - 3:45but it is not enough,
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3:46 - 3:48because, from Strasbourg to Orleans
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3:48 - 3:52even if you start realizing
the way you are going to take, -
3:53 - 3:54why would you go?
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3:55 - 4:01So they will make an inventory
of every natural or man-made wonder -
4:01 - 4:07you can see in France, and later in Europe
and in the world, it's the Green Guide! -
4:08 - 4:10It's the green guide
that will take people -
4:10 - 4:15to Mont Saint-Michel,
to Arcachon Bay. -
4:17 - 4:22Fine, you have the road to take you there
you know why you're going there, -
4:23 - 4:27but there is another problem:
what are you going to do on the long way? -
4:27 - 4:31You have to stop to eat, to sleep,
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4:32 - 4:33and this is the red guide!
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4:34 - 4:37The red guide that indicates
the restaurants and hotels, etc. -
4:37 - 4:42And the last thing they will do,
perhaps the most surprising of all, -
4:43 - 4:48they will install every kilometer,
on the main roads of France, -
4:48 - 4:54a kilometer marker that indicates
the distance, the direction, -
4:54 - 4:57and the name of the nearest village.
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4:57 - 5:03Two small entrepreneurs in Auvergne,
lost, out there, -
5:04 - 5:08will install kilometer marks
throughout France, -
5:08 - 5:13so that you, who, at the beginning
of the 20th century, have bought a car, -
5:13 - 5:18get to wear out your tires to go and see
the Mont Saint-Michel bay, -
5:18 - 5:25and that you eat and sleep on the way
otherwise you don't go on the road. -
5:26 - 5:27So this poses a question:
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5:29 - 5:33this impasse in which innovation lies,
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5:35 - 5:39this impasse
that the Michelin brothers solved, -
5:41 - 5:44well, it requires a special mindset,
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5:46 - 5:49and we are going to use
the Melcion matrix to describe it. -
5:50 - 5:51Imagine two axes:
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5:51 - 5:56a horizontal axis,
which is the axis of autonomy, -
5:57 - 6:00freedom and the control
of one's own destiny. -
6:01 - 6:04On this axis, entrepreneurs
are all at the top, -
6:04 - 6:06with all the freelancers,
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6:06 - 6:11all the people who want
to work only for themselves. -
6:12 - 6:17The axis of autonomy, freedom,
the control of their destiny. -
6:18 - 6:23Imagine now a vertical axis, it is
the axis of the desire for achievement, -
6:23 - 6:27the axis of achievement in the US way,
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6:27 - 6:32of the permanent need
to advance one's plans -
6:32 - 6:36one after another, after another,
after another and another. -
6:36 - 6:39Entrepreneurs are all
at the top of the second axis too, -
6:39 - 6:41along with managers.
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6:42 - 6:46Except that, you understand, when you are
at the very top of the horizontal axis, -
6:46 - 6:49and at the very top of the vertical axis,
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6:49 - 6:52you are at the top right
of the Melcion matrix. -
6:53 - 6:57And here you have two unfulfilled needs:
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6:58 - 7:03the first is to continue to find
solutions, again and again. -
7:04 - 7:07It is to transfer
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7:07 - 7:11innovation into practice.
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7:12 - 7:16And so this desire
for freedom, for autonomy, -
7:16 - 7:19this allows entrepreneurs
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7:19 - 7:24to have the ideas
of a transgressive business model, -
7:24 - 7:26because, let's not kid ourselves,
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7:27 - 7:31no one paid for the kilometer marks
nor the printing of the road maps, -
7:31 - 7:37the selection of the various sites
to visit in France, -
7:37 - 7:40nor the list of hotels and restaurants,
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7:40 - 7:43no one, except the entrepreneurs,
who paid out of their pockets. -
7:45 - 7:50And once they had done this,
what happened? -
7:50 - 7:55Well, the market exploded
in France, in Europe, in the world. -
7:55 - 7:59Today, Michelin is a business
operating in 170 countries -
7:59 - 8:03and with 110,000 employees.
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8:03 - 8:08Not bad for two little Auvergne guys
who started at the foot of Puy de Dôme -
8:08 - 8:09or rather for their descendants!
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8:13 - 8:15The idea I wanted to give you today,
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8:16 - 8:20is that the innovator has
a very important role in our society. -
8:21 - 8:25But those who put
innovation into practice, -
8:25 - 8:28those who build business models
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8:28 - 8:33that allow to create businesses
on the basis of innovation, -
8:35 - 8:38these are the entrepreneurs.
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8:38 - 8:41And so entrepreneurs
have a responsibility. -
8:42 - 8:45You have a responsibility.
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8:46 - 8:51The evolution of our societies,
the changes in our societies, -
8:51 - 8:55rest on you, the entrepreneurs!
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8:56 - 8:57Good luck to you!
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8:58 - 9:00(Applause)
- Title:
- The entrepreneur, the main agent of social change | Patrick Chassagne | TEDxIssylesMoulineaux
- Description:
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This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at http://ted.com/tedx
Innovation is a powerful driving force in the development of our societies when it is in use! At the heart of the successful transfer of innovation in our lives, is a transgressive and durable business model the key? Is there a particular type of mindset, a kind of person who is better than others in developing and conducting the business models?
Patrick is an entrepreneur, founder, and owner of several enterprises since the beginning of his career. In 1996, he co-founded Melcion, Chassagne & Cie. Now consisting of four members, this team of senior advisors accompany nearly 300 entrepreneurs in their financial, strategic and shareholders-related problems.
- Video Language:
- French
- Team:
- closed TED
- Project:
- TEDxTalks
- Duration:
- 09:05