[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.02,0:00:05.43,Default,,0000,0000,0000,,I have a confession to make.
Dialogue: 0,0:00:05.43,0:00:11.59,Default,,0000,0000,0000,,As a scientist and engineer,\NI've focused on efficiency for many years.
Dialogue: 0,0:00:13.21,0:00:17.03,Default,,0000,0000,0000,,But efficiency can be a cult,
Dialogue: 0,0:00:17.03,0:00:20.23,Default,,0000,0000,0000,,and today I'd like to tell you\Nabout a journey
Dialogue: 0,0:00:20.23,0:00:27.06,Default,,0000,0000,0000,,that moved me out of the cult\Nand back to a far richer reality.
Dialogue: 0,0:00:28.09,0:00:33.74,Default,,0000,0000,0000,,A few years ago, after finishing my Ph.D. \Nin London, I moved to Boston.
Dialogue: 0,0:00:33.74,0:00:37.38,Default,,0000,0000,0000,,I lived in Boston and worked in Cambridge.
Dialogue: 0,0:00:37.38,0:00:40.58,Default,,0000,0000,0000,,I bought a racing bicycle that summer,
Dialogue: 0,0:00:40.58,0:00:43.31,Default,,0000,0000,0000,,and I bicycled every day to work.
Dialogue: 0,0:00:43.31,0:00:45.69,Default,,0000,0000,0000,,To find my way, I used my phone.
Dialogue: 0,0:00:45.69,0:00:49.59,Default,,0000,0000,0000,,It sent me over Mass. Ave.,\NMassachusetts Avenue,
Dialogue: 0,0:00:49.59,0:00:53.84,Default,,0000,0000,0000,,the shortest route from\NBoston to Cambridge.
Dialogue: 0,0:00:53.84,0:00:55.91,Default,,0000,0000,0000,,But after a month
Dialogue: 0,0:00:55.91,0:01:00.50,Default,,0000,0000,0000,,that I was cycling every day\Non the car-packed Mass. Ave.,
Dialogue: 0,0:01:00.50,0:01:03.73,Default,,0000,0000,0000,,I took a different route one day.
Dialogue: 0,0:01:03.73,0:01:08.80,Default,,0000,0000,0000,,I'm not entirely sure why I took\Na different route that day, a detour.
Dialogue: 0,0:01:08.80,0:01:13.18,Default,,0000,0000,0000,,I just remember a feeling of surprise;
Dialogue: 0,0:01:13.18,0:01:17.25,Default,,0000,0000,0000,,surprise at finding a street with no cars,
Dialogue: 0,0:01:17.25,0:01:21.08,Default,,0000,0000,0000,,as opposed to the nearby\NMass. Ave. full of cars;
Dialogue: 0,0:01:21.08,0:01:26.40,Default,,0000,0000,0000,,surprise at finding a street \Ndraped by leaves and surrounded by trees.
Dialogue: 0,0:01:26.40,0:01:31.70,Default,,0000,0000,0000,,But after the feeling \Nof surprise, I felt shame.
Dialogue: 0,0:01:31.70,0:01:34.82,Default,,0000,0000,0000,,How could I have been so blind?
Dialogue: 0,0:01:34.82,0:01:36.73,Default,,0000,0000,0000,,For an entire month,
Dialogue: 0,0:01:36.73,0:01:39.82,Default,,0000,0000,0000,,I was so trapped in my mobile app
Dialogue: 0,0:01:39.82,0:01:43.32,Default,,0000,0000,0000,,that a journey to work\Nbecame one thing only:
Dialogue: 0,0:01:43.32,0:01:45.78,Default,,0000,0000,0000,,the shortest path.
Dialogue: 0,0:01:45.78,0:01:48.88,Default,,0000,0000,0000,,In this single journey,\Nthere was no thought
Dialogue: 0,0:01:48.88,0:01:51.51,Default,,0000,0000,0000,,of enjoying the road,
Dialogue: 0,0:01:51.51,0:01:53.46,Default,,0000,0000,0000,,no pleasure in connecting with nature,
Dialogue: 0,0:01:53.46,0:01:57.17,Default,,0000,0000,0000,,no possibility of looking\Npeople in the eyes.
Dialogue: 0,0:01:57.17,0:01:58.95,Default,,0000,0000,0000,,And why?
Dialogue: 0,0:01:58.95,0:02:03.40,Default,,0000,0000,0000,,Because I was saving a minute\Nout of my commute.
Dialogue: 0,0:02:04.33,0:02:08.40,Default,,0000,0000,0000,,Now let me ask you: Am I alone here?
Dialogue: 0,0:02:08.40,0:02:14.23,Default,,0000,0000,0000,,How many of you have never used\Na mapping app for finding directions?
Dialogue: 0,0:02:14.23,0:02:16.15,Default,,0000,0000,0000,,Most of you, if not all, have.
Dialogue: 0,0:02:16.15,0:02:21.24,Default,,0000,0000,0000,,And don't get me wrong -- mapping apps\Nare the greatest game-changer
Dialogue: 0,0:02:21.24,0:02:23.82,Default,,0000,0000,0000,,for encouraging people\Nto explore the city.
Dialogue: 0,0:02:23.82,0:02:27.99,Default,,0000,0000,0000,,You take your phone out\Nand you know immediately where to go.
Dialogue: 0,0:02:27.99,0:02:30.90,Default,,0000,0000,0000,,However, the app also assumes
Dialogue: 0,0:02:30.90,0:02:36.31,Default,,0000,0000,0000,,there are only a handful\Nof directions to the destination.
Dialogue: 0,0:02:36.31,0:02:40.12,Default,,0000,0000,0000,,It has the power to make\Nthose handful of directions
Dialogue: 0,0:02:40.12,0:02:45.02,Default,,0000,0000,0000,,the definitive direction\Nto that destination.
Dialogue: 0,0:02:45.02,0:02:47.68,Default,,0000,0000,0000,,After that experience, I changed.
Dialogue: 0,0:02:47.68,0:02:51.05,Default,,0000,0000,0000,,I changed my research\Nfrom traditional data-mining
Dialogue: 0,0:02:51.05,0:02:55.32,Default,,0000,0000,0000,,to understanding how people\Nexperience the city.
Dialogue: 0,0:02:55.32,0:02:57.55,Default,,0000,0000,0000,,I used computer science tools
Dialogue: 0,0:02:57.55,0:03:02.100,Default,,0000,0000,0000,,to replicate social science\Nexperiments at scale, at web scale.
Dialogue: 0,0:03:02.100,0:03:08.12,Default,,0000,0000,0000,,I became captivated\Nby the beauty and genius
Dialogue: 0,0:03:08.12,0:03:11.02,Default,,0000,0000,0000,,of traditional social science experiments
Dialogue: 0,0:03:11.02,0:03:15.52,Default,,0000,0000,0000,,done by Jane Jacobs,\NStanley Milgram, Kevin Lynch.
Dialogue: 0,0:03:15.52,0:03:20.19,Default,,0000,0000,0000,,The result of that research\Nhas been the creation of new maps,
Dialogue: 0,0:03:20.19,0:03:25.02,Default,,0000,0000,0000,,maps where you don't only find\Nthe shortest path, the blue one,
Dialogue: 0,0:03:25.02,0:03:28.34,Default,,0000,0000,0000,,but also the most enjoyable path,
Dialogue: 0,0:03:28.34,0:03:30.06,Default,,0000,0000,0000,,the red one.
Dialogue: 0,0:03:30.06,0:03:33.66,Default,,0000,0000,0000,,How was that possible?
Dialogue: 0,0:03:33.66,0:03:35.51,Default,,0000,0000,0000,,Einstein once said,
Dialogue: 0,0:03:35.51,0:03:38.100,Default,,0000,0000,0000,,"Logic will get you from A to B.
Dialogue: 0,0:03:38.100,0:03:41.77,Default,,0000,0000,0000,,Imagination will take you everywhere."
Dialogue: 0,0:03:41.77,0:03:43.69,Default,,0000,0000,0000,,So with a bit of imagination,
Dialogue: 0,0:03:43.69,0:03:45.57,Default,,0000,0000,0000,,we needed to understand
Dialogue: 0,0:03:45.57,0:03:49.94,Default,,0000,0000,0000,,which parts of the city\Npeople find beautiful.
Dialogue: 0,0:03:49.94,0:03:52.58,Default,,0000,0000,0000,,At the University of Cambridge,\Nwith colleagues,
Dialogue: 0,0:03:52.58,0:03:55.74,Default,,0000,0000,0000,,we thought about this simple experiment.
Dialogue: 0,0:03:55.74,0:03:58.90,Default,,0000,0000,0000,,If I were to show you\Nthese two urban scenes,
Dialogue: 0,0:03:58.90,0:04:01.68,Default,,0000,0000,0000,,and I were to ask you\Nwhich one is more beautiful,
Dialogue: 0,0:04:01.68,0:04:04.38,Default,,0000,0000,0000,,which one would you say?
Dialogue: 0,0:04:06.10,0:04:09.16,Default,,0000,0000,0000,,Don't be shy.
Dialogue: 0,0:04:09.16,0:04:12.41,Default,,0000,0000,0000,,Who says A? Who says B?
Dialogue: 0,0:04:12.41,0:04:14.01,Default,,0000,0000,0000,,Brilliant.
Dialogue: 0,0:04:14.01,0:04:15.99,Default,,0000,0000,0000,,Based on that idea,
Dialogue: 0,0:04:15.99,0:04:17.80,Default,,0000,0000,0000,,we built a crowdsourcing platform,
Dialogue: 0,0:04:17.80,0:04:18.91,Default,,0000,0000,0000,,a web game.
Dialogue: 0,0:04:18.91,0:04:21.79,Default,,0000,0000,0000,,Players are shown pairs of urban scenes,
Dialogue: 0,0:04:21.79,0:04:28.14,Default,,0000,0000,0000,,and they're asked to choose which one \Nis more beautiful, quiet and happy.
Dialogue: 0,0:04:28.15,0:04:30.10,Default,,0000,0000,0000,,Based on thousands of user votes,
Dialogue: 0,0:04:30.10,0:04:33.31,Default,,0000,0000,0000,,then we are able to see\Nwhere consensus emerges.
Dialogue: 0,0:04:33.31,0:04:36.51,Default,,0000,0000,0000,,We are able to see which\Nare the urban scenes
Dialogue: 0,0:04:36.51,0:04:39.28,Default,,0000,0000,0000,,that make people happy.
Dialogue: 0,0:04:39.28,0:04:42.22,Default,,0000,0000,0000,,After that work, I joined Yahoo Labs,
Dialogue: 0,0:04:42.22,0:04:45.10,Default,,0000,0000,0000,,and I teamed up with Luca and Rossano,
Dialogue: 0,0:04:45.10,0:04:48.38,Default,,0000,0000,0000,,and together, we aggregated\Nthose winning locations in London
Dialogue: 0,0:04:48.38,0:04:51.73,Default,,0000,0000,0000,,to build a new map of the city,
Dialogue: 0,0:04:51.73,0:04:55.99,Default,,0000,0000,0000,,a cartography weighted for human emotions.
Dialogue: 0,0:04:55.99,0:04:59.82,Default,,0000,0000,0000,,On this cartography, you're not only\Nable to see and connect
Dialogue: 0,0:04:59.82,0:05:04.68,Default,,0000,0000,0000,,from point A to point B \Nthe shortest segments,
Dialogue: 0,0:05:04.68,0:05:07.81,Default,,0000,0000,0000,,but you're also able\Nto see the happy segment,
Dialogue: 0,0:05:07.81,0:05:11.50,Default,,0000,0000,0000,,the beautiful path, the quiet path.
Dialogue: 0,0:05:11.50,0:05:16.15,Default,,0000,0000,0000,,In tests, participants found the happy,\Nthe beautiful, the quiet path
Dialogue: 0,0:05:16.15,0:05:19.72,Default,,0000,0000,0000,,far more enjoyable than the shortest one,
Dialogue: 0,0:05:19.72,0:05:25.53,Default,,0000,0000,0000,,and that just by adding\Na few minutes to travel time.
Dialogue: 0,0:05:25.53,0:05:29.78,Default,,0000,0000,0000,,Participants also love to attach\Nmemories to places.
Dialogue: 0,0:05:29.78,0:05:34.68,Default,,0000,0000,0000,,Shared memories --\Nthat's where the old BBC building was;
Dialogue: 0,0:05:34.68,0:05:39.60,Default,,0000,0000,0000,,and personal memories --\Nthat's where I gave my first kiss.
Dialogue: 0,0:05:39.60,0:05:44.03,Default,,0000,0000,0000,,They also recalled how some paths\Nsmelled and sounded.
Dialogue: 0,0:05:44.03,0:05:47.26,Default,,0000,0000,0000,,So what if we had a mapping tool
Dialogue: 0,0:05:47.26,0:05:49.79,Default,,0000,0000,0000,,that would return\Nthe most enjoyable routes
Dialogue: 0,0:05:49.79,0:05:52.41,Default,,0000,0000,0000,,based not only on aesthetics
Dialogue: 0,0:05:52.41,0:05:55.72,Default,,0000,0000,0000,,but also based on smell, sound, \Nand memories?
Dialogue: 0,0:05:55.72,0:05:59.83,Default,,0000,0000,0000,,That's where our research\Nis going right now.
Dialogue: 0,0:05:59.83,0:06:02.03,Default,,0000,0000,0000,,More generally, my research,
Dialogue: 0,0:06:02.03,0:06:06.63,Default,,0000,0000,0000,,what it tries to do is avoid\Nthe danger of the single path,
Dialogue: 0,0:06:06.63,0:06:11.83,Default,,0000,0000,0000,,to avoid robbing people of fully\Nexperiencing the city in which they live.
Dialogue: 0,0:06:11.83,0:06:15.56,Default,,0000,0000,0000,,Walk the path through the park,\Nnot through the car park,
Dialogue: 0,0:06:15.56,0:06:17.96,Default,,0000,0000,0000,,and you have an entirely different path.
Dialogue: 0,0:06:17.96,0:06:20.90,Default,,0000,0000,0000,,Walk the path full of people you love
Dialogue: 0,0:06:20.90,0:06:22.22,Default,,0000,0000,0000,,and not full of cars,
Dialogue: 0,0:06:22.22,0:06:23.94,Default,,0000,0000,0000,,and you have an entirely different path.
Dialogue: 0,0:06:23.94,0:06:26.39,Default,,0000,0000,0000,,It's that simple.
Dialogue: 0,0:06:27.01,0:06:29.82,Default,,0000,0000,0000,,I would like to end with this thought:
Dialogue: 0,0:06:29.82,0:06:31.84,Default,,0000,0000,0000,,do you remember "The Truman Show?"
Dialogue: 0,0:06:31.84,0:06:34.86,Default,,0000,0000,0000,,It's a media satire in which a real person
Dialogue: 0,0:06:34.86,0:06:38.41,Default,,0000,0000,0000,,doesn't know he's living\Nin a fabricated world.
Dialogue: 0,0:06:38.41,0:06:43.57,Default,,0000,0000,0000,,Perhaps we live in a world\Nfabricated for efficiency.
Dialogue: 0,0:06:43.57,0:06:47.07,Default,,0000,0000,0000,,Look at some of your daily habits,
Dialogue: 0,0:06:47.07,0:06:53.22,Default,,0000,0000,0000,,and as Truman did in the movie,\Nescape the fabricated world.
Dialogue: 0,0:06:53.23,0:06:54.74,Default,,0000,0000,0000,,Why?
Dialogue: 0,0:06:54.74,0:07:01.42,Default,,0000,0000,0000,,Well, if you think that adventure\Nis dangerous, try routine. It's deadly.
Dialogue: 0,0:07:01.42,0:07:03.33,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:07:03.33,0:07:07.30,Default,,0000,0000,0000,,(Applause)