[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.69,0:00:03.68,Default,,0000,0000,0000,,So what I want to try to do is tell a quick story
Dialogue: 0,0:00:03.68,0:00:07.39,Default,,0000,0000,0000,,about a 404 page and a lesson that was learned as a result of it.
Dialogue: 0,0:00:07.39,0:00:10.11,Default,,0000,0000,0000,,But to start it probably helps to have an understanding
Dialogue: 0,0:00:10.11,0:00:13.62,Default,,0000,0000,0000,,of what a 404 page actually is.
Dialogue: 0,0:00:13.62,0:00:16.73,Default,,0000,0000,0000,,The 404 page is that.
Dialogue: 0,0:00:16.73,0:00:19.07,Default,,0000,0000,0000,,It's that broken experience on the Web.
Dialogue: 0,0:00:19.07,0:00:21.38,Default,,0000,0000,0000,,It's effectively the default page
Dialogue: 0,0:00:21.38,0:00:24.96,Default,,0000,0000,0000,,when you ask a website for something and it can't find it.
Dialogue: 0,0:00:24.96,0:00:27.26,Default,,0000,0000,0000,,And it serves you the 404 page.
Dialogue: 0,0:00:27.26,0:00:32.08,Default,,0000,0000,0000,,It's inherently a feeling of being broken when you go through it.
Dialogue: 0,0:00:32.08,0:00:34.71,Default,,0000,0000,0000,,And I just want you to think a little bit about, remember for yourself,
Dialogue: 0,0:00:34.71,0:00:37.75,Default,,0000,0000,0000,,it's annoying when you hit this thing.
Dialogue: 0,0:00:37.75,0:00:40.01,Default,,0000,0000,0000,,Because it's the feeling of a broken relationship.
Dialogue: 0,0:00:40.01,0:00:42.75,Default,,0000,0000,0000,,And that's where it's actually also interesting to think about,
Dialogue: 0,0:00:42.75,0:00:44.62,Default,,0000,0000,0000,,where does 404 come from?
Dialogue: 0,0:00:44.62,0:00:46.67,Default,,0000,0000,0000,,It's from a family of errors actually --
Dialogue: 0,0:00:46.67,0:00:48.78,Default,,0000,0000,0000,,a whole set of relationship errors,
Dialogue: 0,0:00:48.78,0:00:51.08,Default,,0000,0000,0000,,which, when I started digging into them,
Dialogue: 0,0:00:51.08,0:00:55.92,Default,,0000,0000,0000,,it looks almost like a checklist\Nfor a sex therapist or a couples counselor.
Dialogue: 0,0:00:55.92,0:00:59.04,Default,,0000,0000,0000,,You sort of get down there to the bottom and things get really dicey.
Dialogue: 0,0:00:59.04,0:01:01.93,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:01.93,0:01:03.96,Default,,0000,0000,0000,,Yes.
Dialogue: 0,0:01:03.96,0:01:06.20,Default,,0000,0000,0000,,But these things are everywhere.
Dialogue: 0,0:01:06.20,0:01:08.90,Default,,0000,0000,0000,,They're on sites big, they're on sites small.
Dialogue: 0,0:01:08.90,0:01:11.58,Default,,0000,0000,0000,,This is a global experience.
Dialogue: 0,0:01:11.58,0:01:14.46,Default,,0000,0000,0000,,What a 404 page tells you
Dialogue: 0,0:01:14.46,0:01:18.62,Default,,0000,0000,0000,,is that you fell through the cracks.
Dialogue: 0,0:01:18.62,0:01:20.38,Default,,0000,0000,0000,,And that's not a good experience
Dialogue: 0,0:01:20.38,0:01:22.82,Default,,0000,0000,0000,,when you're used to experiences like this.
Dialogue: 0,0:01:22.82,0:01:24.09,Default,,0000,0000,0000,,You can get on your Kinect
Dialogue: 0,0:01:24.09,0:01:26.25,Default,,0000,0000,0000,,and you can have unicorns dancing
Dialogue: 0,0:01:26.25,0:01:28.89,Default,,0000,0000,0000,,and rainbows spraying out of your mobile phone.
Dialogue: 0,0:01:28.89,0:01:30.98,Default,,0000,0000,0000,,A 404 page is not what you're looking for.
Dialogue: 0,0:01:30.98,0:01:34.43,Default,,0000,0000,0000,,You get that, and it's like a slap in the face.
Dialogue: 0,0:01:34.43,0:01:36.66,Default,,0000,0000,0000,,Trying to think about how a 404 felt,
Dialogue: 0,0:01:36.66,0:01:38.54,Default,,0000,0000,0000,,and it would be like if you went to Starbucks
Dialogue: 0,0:01:38.54,0:01:40.29,Default,,0000,0000,0000,,and there's the guy behind the counter
Dialogue: 0,0:01:40.29,0:01:42.10,Default,,0000,0000,0000,,and you're over there and there's no skim milk.
Dialogue: 0,0:01:42.10,0:01:44.08,Default,,0000,0000,0000,,And you say, "Hey, could you bring the skim milk?"
Dialogue: 0,0:01:44.08,0:01:46.25,Default,,0000,0000,0000,,And they walk out from behind the counter and they've got no pants on.
Dialogue: 0,0:01:46.25,0:01:49.19,Default,,0000,0000,0000,,And you're like, "Oh, I didn't want to see that."
Dialogue: 0,0:01:49.19,0:01:51.28,Default,,0000,0000,0000,,That's the 404 feeling.
Dialogue: 0,0:01:51.29,0:01:52.95,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:01:52.95,0:01:55.21,Default,,0000,0000,0000,,I mean, I've heard about that.
Dialogue: 0,0:01:55.21,0:01:59.35,Default,,0000,0000,0000,,So where this comes into play and why this is important
Dialogue: 0,0:01:59.35,0:02:00.68,Default,,0000,0000,0000,,is I head up a technology incubator,
Dialogue: 0,0:02:00.68,0:02:02.68,Default,,0000,0000,0000,,and we had eight startups sitting around there.
Dialogue: 0,0:02:02.68,0:02:05.71,Default,,0000,0000,0000,,And those startups are focused on what they are, not what they're not,
Dialogue: 0,0:02:05.71,0:02:07.51,Default,,0000,0000,0000,,until one day Athletepath,
Dialogue: 0,0:02:07.51,0:02:11.19,Default,,0000,0000,0000,,which is a website that focuses on services for extreme athletes,
Dialogue: 0,0:02:11.19,0:02:12.62,Default,,0000,0000,0000,,found this video.
Dialogue: 0,0:02:12.62,0:02:16.19,Default,,0000,0000,0000,,(Video) Guy: Joey!
Dialogue: 0,0:02:16.19,0:02:20.99,Default,,0000,0000,0000,,Crowd: Whoa!
Dialogue: 0,0:02:20.99,0:02:24.38,Default,,0000,0000,0000,,Renny Gleeson: You just ... no, he's not okay.
Dialogue: 0,0:02:24.38,0:02:28.42,Default,,0000,0000,0000,,They took that video and they embedded it in their 404 page
Dialogue: 0,0:02:28.42,0:02:31.25,Default,,0000,0000,0000,,and it was like a light bulb went off for everybody in the place.
Dialogue: 0,0:02:31.25,0:02:33.96,Default,,0000,0000,0000,,Because finally there was a page
Dialogue: 0,0:02:33.96,0:02:37.16,Default,,0000,0000,0000,,that actually felt like what it felt like to hit a 404.
Dialogue: 0,0:02:37.16,0:02:38.68,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:38.68,0:02:40.47,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:02:40.47,0:02:42.83,Default,,0000,0000,0000,,So this turned into a contest.
Dialogue: 0,0:02:42.83,0:02:45.08,Default,,0000,0000,0000,,Dailypath that offers inspiration
Dialogue: 0,0:02:45.08,0:02:47.58,Default,,0000,0000,0000,,put inspiration on their 404 page.
Dialogue: 0,0:02:47.58,0:02:51.50,Default,,0000,0000,0000,,Stayhound, which helps you find pet sitters through your social network,
Dialogue: 0,0:02:51.50,0:02:53.32,Default,,0000,0000,0000,,commiserated with your pet.
Dialogue: 0,0:02:53.32,0:02:54.71,Default,,0000,0000,0000,,Each one of them found this.
Dialogue: 0,0:02:54.71,0:02:55.96,Default,,0000,0000,0000,,It turned into a 24-hour contest.
Dialogue: 0,0:02:55.96,0:02:59.08,Default,,0000,0000,0000,,At 4:04 the next day, we gave out $404 in cash.
Dialogue: 0,0:02:59.08,0:03:00.50,Default,,0000,0000,0000,,And what they learned
Dialogue: 0,0:03:00.50,0:03:02.88,Default,,0000,0000,0000,,was that those little things, done right, actually matter,
Dialogue: 0,0:03:02.88,0:03:05.53,Default,,0000,0000,0000,,and that well-designed moments can build brands.
Dialogue: 0,0:03:05.53,0:03:07.46,Default,,0000,0000,0000,,So you take a look out in the real world,
Dialogue: 0,0:03:07.46,0:03:09.90,Default,,0000,0000,0000,,and the fun thing is you can actually hack these yourself.
Dialogue: 0,0:03:09.90,0:03:12.83,Default,,0000,0000,0000,,You can type in an URL and put in a 404 and these will pop.
Dialogue: 0,0:03:12.83,0:03:14.83,Default,,0000,0000,0000,,This is one that commiserates with you.
Dialogue: 0,0:03:14.83,0:03:16.58,Default,,0000,0000,0000,,This is one that blames you.
Dialogue: 0,0:03:16.58,0:03:18.42,Default,,0000,0000,0000,,This is one that I loved.
Dialogue: 0,0:03:18.42,0:03:20.75,Default,,0000,0000,0000,,This is an error page,
Dialogue: 0,0:03:20.75,0:03:24.80,Default,,0000,0000,0000,,but what if this error page was also an opportunity?
Dialogue: 0,0:03:24.80,0:03:26.96,Default,,0000,0000,0000,,So it was a moment in time
Dialogue: 0,0:03:26.96,0:03:29.23,Default,,0000,0000,0000,,where all of these startups had to sit and think
Dialogue: 0,0:03:29.23,0:03:31.56,Default,,0000,0000,0000,,and got really excited about what they could be.
Dialogue: 0,0:03:31.56,0:03:34.15,Default,,0000,0000,0000,,Because back to the whole relationship issue,
Dialogue: 0,0:03:34.15,0:03:36.41,Default,,0000,0000,0000,,what they figured out through this exercise
Dialogue: 0,0:03:36.41,0:03:39.25,Default,,0000,0000,0000,,was that a simple mistake can tell me what you're not,
Dialogue: 0,0:03:39.25,0:03:42.56,Default,,0000,0000,0000,,or it can remind me of why I should love you.
Dialogue: 0,0:03:42.56,0:03:44.32,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:03:44.32,0:03:46.91,Default,,0000,0000,0000,,(Applause)