[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:11.76,0:00:17.56,Default,,0000,0000,0000,,So after the morning's talks I thought,\Nyou know: what can I do to improve?
Dialogue: 0,0:00:17.56,0:00:20.23,Default,,0000,0000,0000,,So, you know, Paul took off\Nhis shirt, I can't do that --
Dialogue: 0,0:00:20.23,0:00:24.83,Default,,0000,0000,0000,,But, you know, I thought:\Nmaybe I'll take off my -- No.
Dialogue: 0,0:00:24.83,0:00:29.34,Default,,0000,0000,0000,,So I want to talk a little bit about\Nlabor and motivation.
Dialogue: 0,0:00:29.34,0:00:33.66,Default,,0000,0000,0000,,And, when we think about\Npeople as workforce,
Dialogue: 0,0:00:33.66,0:00:36.82,Default,,0000,0000,0000,,we often think about people\Nlike rats in a maze.
Dialogue: 0,0:00:36.82,0:00:40.33,Default,,0000,0000,0000,,We think that people hate working,\Nwe think that all that people want to do
Dialogue: 0,0:00:40.33,0:00:43.59,Default,,0000,0000,0000,,is to sit on the beach drinking mojitos\Nand the only reason that they work
Dialogue: 0,0:00:43.59,0:00:47.95,Default,,0000,0000,0000,,is that we pay them so they can\Nseat on the beach drinking mojitos.
Dialogue: 0,0:00:47.95,0:00:49.39,Default,,0000,0000,0000,,But is this the case?
Dialogue: 0,0:00:49.39,0:00:52.30,Default,,0000,0000,0000,,We have things like mountain climbing.
Dialogue: 0,0:00:52.30,0:00:54.47,Default,,0000,0000,0000,,Mountain climbing is a really challenging thing.
Dialogue: 0,0:00:54.47,0:00:57.14,Default,,0000,0000,0000,,When you read books\Nof people who climb mountains
Dialogue: 0,0:00:57.14,0:01:01.12,Default,,0000,0000,0000,,you would think that those books would be filled\Nwith moments of elation and joy --
Dialogue: 0,0:01:01.12,0:01:07.03,Default,,0000,0000,0000,,No! They're filled with moments\Nof misery and pain, frostbites --
Dialogue: 0,0:01:07.03,0:01:10.65,Default,,0000,0000,0000,,So you would think that once people get up\Nwith these experiences and come down
Dialogue: 0,0:01:10.65,0:01:15.65,Default,,0000,0000,0000,,they will say, "My goodness, this was\Na terrible mistake, I'll never do it again!"
Dialogue: 0,0:01:15.65,0:01:20.70,Default,,0000,0000,0000,,No! They go straight up! They get to heal,\Nthey get to recover and they go straight up!
Dialogue: 0,0:01:20.70,0:01:24.24,Default,,0000,0000,0000,,And this, I think, proposes a real challenge\Nfor what do we think about joy,
Dialogue: 0,0:01:24.24,0:01:29.32,Default,,0000,0000,0000,,and what do we think about motivation,\Nand what actually gets people to care.
Dialogue: 0,0:01:29.32,0:01:34.06,Default,,0000,0000,0000,,I started thinking about\Nmeaning and motivation in the workplace
Dialogue: 0,0:01:34.06,0:01:37.60,Default,,0000,0000,0000,,when one of my ex-students\Ncame back to see me.
Dialogue: 0,0:01:37.60,0:01:39.87,Default,,0000,0000,0000,,His name was David - still is David -\Nhe came to see me,
Dialogue: 0,0:01:39.87,0:01:42.71,Default,,0000,0000,0000,,and he told me the following story:
Dialogue: 0,0:01:42.71,0:01:45.18,Default,,0000,0000,0000,,He said that he was working\Nat an investment bank,
Dialogue: 0,0:01:45.18,0:01:49.57,Default,,0000,0000,0000,,preparing a PowerPoint presentation\Nfor a merger and acquisition.
Dialogue: 0,0:01:49.57,0:01:52.55,Default,,0000,0000,0000,,He was working on it for weeks.\NHe was working hard,
Dialogue: 0,0:01:52.55,0:01:55.44,Default,,0000,0000,0000,,staying up late at night --\NAnd the day before
Dialogue: 0,0:01:55.44,0:01:57.33,Default,,0000,0000,0000,,the merger and acquisition\Nwas going to take place
Dialogue: 0,0:01:57.33,0:02:00.22,Default,,0000,0000,0000,,he mailed his PowerPoint presentation to his boss
Dialogue: 0,0:02:00.22,0:02:07.53,Default,,0000,0000,0000,,and his boss wrote him quickly back saying,\N"Nice job! The deal is cancelled."
Dialogue: 0,0:02:07.53,0:02:10.16,Default,,0000,0000,0000,,Now, throughout the process\Nhe was incredibly excited!
Dialogue: 0,0:02:10.16,0:02:13.93,Default,,0000,0000,0000,,He was working, he was thinking happy,\Nhis boss appreciated it.
Dialogue: 0,0:02:13.93,0:02:17.56,Default,,0000,0000,0000,,But the fact that nobody was going\Nto see it deflated him.
Dialogue: 0,0:02:17.56,0:02:20.18,Default,,0000,0000,0000,,In fact, when he was looking\Nat his next projects,
Dialogue: 0,0:02:20.18,0:02:23.11,Default,,0000,0000,0000,,he couldn't really find\Nthat much motivation.
Dialogue: 0,0:02:23.11,0:02:27.19,Default,,0000,0000,0000,,And if you think about it, it's interesting\Nbecause physically, everything was OK.
Dialogue: 0,0:02:27.19,0:02:30.81,Default,,0000,0000,0000,,His boss appreciated it, he would probably get a raise, everything was OK --
Dialogue: 0,0:02:30.81,0:02:33.74,Default,,0000,0000,0000,,But something was missing\Nthat is more, kind of a more
Dialogue: 0,0:02:33.74,0:02:36.01,Default,,0000,0000,0000,,general meaning for what he was doing.
Dialogue: 0,0:02:36.01,0:02:40.07,Default,,0000,0000,0000,,So I thought, you know: how can we capture it\Nwith some simple experiments?
Dialogue: 0,0:02:40.07,0:02:43.02,Default,,0000,0000,0000,,So I decided to build Legos.
Dialogue: 0,0:02:43.02,0:02:47.63,Default,,0000,0000,0000,,So we paid people to build Lego Bionicles,\Nlike the ones that you see.
Dialogue: 0,0:02:47.63,0:02:50.88,Default,,0000,0000,0000,,And we paid people in diminishing rate.
Dialogue: 0,0:02:50.88,0:02:52.98,Default,,0000,0000,0000,,So here's what happened:\Nyou came in and we say,
Dialogue: 0,0:02:52.98,0:02:55.32,Default,,0000,0000,0000,,"Would you like to build one Bionicle?"
Dialogue: 0,0:02:55.32,0:02:57.40,Default,,0000,0000,0000,,"We'll pay you 3 dollars for it."
Dialogue: 0,0:02:57.41,0:03:00.79,Default,,0000,0000,0000,,And if you said "yes" you would build it\Nand when you finished, we took it back
Dialogue: 0,0:03:00.79,0:03:04.55,Default,,0000,0000,0000,,and we say, "Would you like to build\Nanother one? For 2.70?"
Dialogue: 0,0:03:04.55,0:03:08.17,Default,,0000,0000,0000,,And if you finished that and wanted\Nanother one? For 2.40 and so on --
Dialogue: 0,0:03:08.17,0:03:12.22,Default,,0000,0000,0000,,And the question was,\N"At what point will people stop?"
Dialogue: 0,0:03:12.22,0:03:15.44,Default,,0000,0000,0000,,And we told people that we take the Bionicles,\Nwe'll put them under the desk,
Dialogue: 0,0:03:15.44,0:03:19.99,Default,,0000,0000,0000,,and we'll break them into pieces\Nfor the next participant.
Dialogue: 0,0:03:19.99,0:03:22.46,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:23.37,0:03:25.47,Default,,0000,0000,0000,,This was the first condition.
Dialogue: 0,0:03:25.47,0:03:29.31,Default,,0000,0000,0000,,People build one after the other,\Nafter the other, after the other.
Dialogue: 0,0:03:29.31,0:03:32.26,Default,,0000,0000,0000,,The second condition\Nwe called the 'Sisyphic Condition.'
Dialogue: 0,0:03:32.26,0:03:36.66,Default,,0000,0000,0000,,If you remember the story of Sisyphus --\NSisyphus basically was sentenced by the gods
Dialogue: 0,0:03:36.66,0:03:40.99,Default,,0000,0000,0000,,to push a rock up a big mountain\Nand the almost moment he got there --
Dialogue: 0,0:03:40.99,0:03:43.49,Default,,0000,0000,0000,,The rock would roll back\Nand he would have to do it again.
Dialogue: 0,0:03:43.50,0:03:46.40,Default,,0000,0000,0000,,And you could think about\Nhow demotivating this is, right?
Dialogue: 0,0:03:46.40,0:03:50.64,Default,,0000,0000,0000,,And how better it would be if at least it were\Ndifferent mountains he would push the rock over.
Dialogue: 0,0:03:50.64,0:03:54.74,Default,,0000,0000,0000,,But being the same mountain\Nover and over and over is demotivating.
Dialogue: 0,0:03:54.74,0:03:57.48,Default,,0000,0000,0000,,So that's what we tried to do\Nin the 'Sisyphic Condition.'
Dialogue: 0,0:03:57.48,0:03:59.19,Default,,0000,0000,0000,,We gave people a Bionicle,
Dialogue: 0,0:03:59.19,0:04:01.69,Default,,0000,0000,0000,,when they finished it, we said,\N"Would you like to build another one?"
Dialogue: 0,0:04:01.69,0:04:03.87,Default,,0000,0000,0000,,If they said "yes",\Nwe gave them the second one,
Dialogue: 0,0:04:03.87,0:04:08.24,Default,,0000,0000,0000,,but as they were working on the second one\Nwe took the first one to pieces.
Dialogue: 0,0:04:08.24,0:04:10.09,Default,,0000,0000,0000,,In front of their eyes.
Dialogue: 0,0:04:10.09,0:04:14.57,Default,,0000,0000,0000,,And then, if they wanted to build a third one,\Nwe gave the first one back to them.
Dialogue: 0,0:04:14.57,0:04:16.85,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:16.85,0:04:22.00,Default,,0000,0000,0000,,So we had an endless cycle of breaking\Nand creating, creating and breaking.
Dialogue: 0,0:04:22.01,0:04:23.96,Default,,0000,0000,0000,,What happened?\NThe first thing that happened,
Dialogue: 0,0:04:23.96,0:04:26.41,Default,,0000,0000,0000,,was that people built many more Bionicles
Dialogue: 0,0:04:26.41,0:04:30.04,Default,,0000,0000,0000,,in the 'Meaningful Condition'\Ncompared to the 'Sisyphic Condition.'
Dialogue: 0,0:04:30.04,0:04:33.37,Default,,0000,0000,0000,,And what I should point out here is that\Nthe meaning in the 'Meaningful Condition'
Dialogue: 0,0:04:33.37,0:04:36.89,Default,,0000,0000,0000,,was not really high meaning.\NThis was a tiny meaning. Right?
Dialogue: 0,0:04:36.89,0:04:40.22,Default,,0000,0000,0000,,So the fact that just destroying it\Nin front of their eyes a few minutes earlier
Dialogue: 0,0:04:40.22,0:04:43.19,Default,,0000,0000,0000,,made a difference,\Nis quite important.
Dialogue: 0,0:04:43.19,0:04:46.14,Default,,0000,0000,0000,,The second thing is that\Nwe asked another group of people
Dialogue: 0,0:04:46.15,0:04:48.79,Default,,0000,0000,0000,,to predict how big the effect will be.
Dialogue: 0,0:04:48.79,0:04:51.36,Default,,0000,0000,0000,,We said, "If you were in this experiment,\Nhow many Bionicles do you think
Dialogue: 0,0:04:51.36,0:04:54.46,Default,,0000,0000,0000,,people would build here\Nand how many will they build here?"
Dialogue: 0,0:04:54.46,0:04:57.80,Default,,0000,0000,0000,,And people understood that\Nthe 'Meaningful Condition' would create
Dialogue: 0,0:04:57.80,0:05:01.43,Default,,0000,0000,0000,,higher motivation, but they didn't understand\Nthe magnitude of that.
Dialogue: 0,0:05:01.43,0:05:06.26,Default,,0000,0000,0000,,So people thought that the difference was\None Bionicle. In fact it was much larger.
Dialogue: 0,0:05:06.26,0:05:10.58,Default,,0000,0000,0000,,And finally, we looked at the correlation\Nbetween how much people love Bionicles
Dialogue: 0,0:05:10.58,0:05:13.64,Default,,0000,0000,0000,,and how many Bionicles they created.
Dialogue: 0,0:05:13.64,0:05:16.17,Default,,0000,0000,0000,,You would expect that, naturally,\Npeople who love Bionicles more
Dialogue: 0,0:05:16.17,0:05:18.59,Default,,0000,0000,0000,,would build more Bionicles,\Neven for less money.
Dialogue: 0,0:05:18.59,0:05:20.34,Default,,0000,0000,0000,,And that's indeed what we saw.
Dialogue: 0,0:05:20.34,0:05:22.94,Default,,0000,0000,0000,,In the 'Meaningful Condition'\Nthere was a nice correlation.
Dialogue: 0,0:05:22.94,0:05:26.48,Default,,0000,0000,0000,,People who like Bionicles build more,\Npeople who don't like Bionicles as much
Dialogue: 0,0:05:26.48,0:05:27.89,Default,,0000,0000,0000,,don't build as much.
Dialogue: 0,0:05:27.89,0:05:30.46,Default,,0000,0000,0000,,What happened in the 'Sisyphic Condition'?
Dialogue: 0,0:05:30.46,0:05:33.19,Default,,0000,0000,0000,,In the 'Sisyphic Condition'\Nthere was no correlation.
Dialogue: 0,0:05:33.19,0:05:37.35,Default,,0000,0000,0000,,We were basically able, by destroying\Npeople's labor in front of their eyes,
Dialogue: 0,0:05:37.36,0:05:40.26,Default,,0000,0000,0000,,to crash the joy out of this process.
Dialogue: 0,0:05:40.26,0:05:43.17,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:45.83,0:05:51.31,Default,,0000,0000,0000,,After I finished this study, I went to talk\Nto a big software company in Seattle.
Dialogue: 0,0:05:51.31,0:05:54.12,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:54.12,0:05:57.31,Default,,0000,0000,0000,,And this was a big room\Nfull of 200 engineers
Dialogue: 0,0:05:57.31,0:05:59.58,Default,,0000,0000,0000,,and these were engineers\Nthat worked for 2 years
Dialogue: 0,0:05:59.58,0:06:02.92,Default,,0000,0000,0000,,about the project that they thought\Nwould be the next development
Dialogue: 0,0:06:02.92,0:06:04.77,Default,,0000,0000,0000,,for this big software company.
Dialogue: 0,0:06:04.77,0:06:09.43,Default,,0000,0000,0000,,And a week before I came\Nthe CEO cancelled the project.
Dialogue: 0,0:06:09.43,0:06:13.58,Default,,0000,0000,0000,,And I never sat in front of a group\Nof more depressed people --
Dialogue: 0,0:06:13.58,0:06:17.79,Default,,0000,0000,0000,,And I asked them,"How many of you \Nshow up later for work these days?"
Dialogue: 0,0:06:17.79,0:06:19.60,Default,,0000,0000,0000,,They all raised their hands.
Dialogue: 0,0:06:19.60,0:06:22.12,Default,,0000,0000,0000,,I said, "How many of you leave earlier?"
Dialogue: 0,0:06:22.12,0:06:23.92,Default,,0000,0000,0000,,They all raised their hands.
Dialogue: 0,0:06:23.92,0:06:28.30,Default,,0000,0000,0000,,I said, "How many of you charge\Nextra things on your expense accounts?"
Dialogue: 0,0:06:28.30,0:06:31.12,Default,,0000,0000,0000,,Nobody raised their hands,\Nbut they took me for dinner that night.
Dialogue: 0,0:06:31.12,0:06:33.93,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:33.94,0:06:38.95,Default,,0000,0000,0000,,They showed me what they could do,\Nwith creativity --
Dialogue: 0,0:06:38.95,0:06:42.17,Default,,0000,0000,0000,,And they said they felt\Njust like in the Lego experiment.
Dialogue: 0,0:06:42.17,0:06:46.30,Default,,0000,0000,0000,,They basically felt that somebody cancelled\Nsomething in front of their eyes, under their feet,
Dialogue: 0,0:06:46.30,0:06:49.68,Default,,0000,0000,0000,,without letting them have\Nany meaning of what they were doing.
Dialogue: 0,0:06:49.68,0:06:52.80,Default,,0000,0000,0000,,Now, here's the thing:\NI think the CEO of that company
Dialogue: 0,0:06:52.80,0:06:54.68,Default,,0000,0000,0000,,did not understand the meaning of labor.
Dialogue: 0,0:06:54.68,0:06:57.78,Default,,0000,0000,0000,,He just said, "OK, we directed you\Nin this direction up to now,
Dialogue: 0,0:06:57.78,0:07:01.12,Default,,0000,0000,0000,,let me redirect you somewhere else,\Nand you will just go in the way I think."
Dialogue: 0,0:07:01.12,0:07:03.64,Default,,0000,0000,0000,,This is not how people operate.
Dialogue: 0,0:07:03.64,0:07:07.100,Default,,0000,0000,0000,,And I asked these people, "What could the CEO\Nhave done? Let's say he had to cancel the project.
Dialogue: 0,0:07:07.100,0:07:11.05,Default,,0000,0000,0000,,What could he have done\Nto keep some of your motivation?"
Dialogue: 0,0:07:11.05,0:07:13.16,Default,,0000,0000,0000,,And they came up\Nwith all kinds of ideas.
Dialogue: 0,0:07:13.16,0:07:17.12,Default,,0000,0000,0000,,They said, "What if he allowed them to do\Na presentation in front of the whole company?"
Dialogue: 0,0:07:17.12,0:07:20.32,Default,,0000,0000,0000,,"What if he asked them to build\Na few more prototypes, to try and think about
Dialogue: 0,0:07:20.32,0:07:25.59,Default,,0000,0000,0000,,what aspect of the technology that they\Nwere developing could fit in other projects?"
Dialogue: 0,0:07:25.59,0:07:29.46,Default,,0000,0000,0000,,Now, the thing is that, any one of those aspects,\Nany one of those approaches would demand
Dialogue: 0,0:07:29.46,0:07:33.04,Default,,0000,0000,0000,,some effort, attention and time,\Nand if you don't think people
Dialogue: 0,0:07:33.04,0:07:35.73,Default,,0000,0000,0000,,care about their meaning\Nyou wouldn't spend their time.
Dialogue: 0,0:07:35.73,0:07:40.08,Default,,0000,0000,0000,,But if you understand how important\Nmeaning is, you might do that.
Dialogue: 0,0:07:40.08,0:07:42.89,Default,,0000,0000,0000,,In the next experiment,\Nwe took this a step further.
Dialogue: 0,0:07:42.89,0:07:46.13,Default,,0000,0000,0000,,We asked people to find\Nsome letters in a sheet of paper.
Dialogue: 0,0:07:46.15,0:07:49.77,Default,,0000,0000,0000,,And again they got more money\Nfor the first sheet, then less for the second
Dialogue: 0,0:07:49.77,0:07:51.92,Default,,0000,0000,0000,,and less for the third, and so on.
Dialogue: 0,0:07:51.92,0:07:54.98,Default,,0000,0000,0000,,And for some people we had\Nwhat we called the 'Meaningful Condition.'
Dialogue: 0,0:07:54.99,0:07:58.64,Default,,0000,0000,0000,,We asked people to write their name on each sheet\Nand when they gave it to the experimenter,
Dialogue: 0,0:07:58.64,0:08:04.10,Default,,0000,0000,0000,,the experimenter looked at it from top to bottom,\Nsaid "aha" and put it on the side.
Dialogue: 0,0:08:04.10,0:08:06.74,Default,,0000,0000,0000,,In the second condition,\Nthe experimenter didn't look at it.
Dialogue: 0,0:08:06.74,0:08:12.99,Default,,0000,0000,0000,,There was no name, the experimenter just took it\Nfrom the participant and put it on the desk.
Dialogue: 0,0:08:12.99,0:08:16.22,Default,,0000,0000,0000,,In the third condition,\Nthe experimenter simply took the sheet
Dialogue: 0,0:08:16.22,0:08:23.69,Default,,0000,0000,0000,,and directly put it \Nthrough a shredder. (Laughter)
Dialogue: 0,0:08:23.69,0:08:27.17,Default,,0000,0000,0000,,Now, I should point out\Nthat in this third condition,
Dialogue: 0,0:08:27.18,0:08:30.16,Default,,0000,0000,0000,,when the page goes directly\Ninto a shredder, nobody looks.
Dialogue: 0,0:08:30.18,0:08:31.39,Default,,0000,0000,0000,,You could cheat. Right?
Dialogue: 0,0:08:31.39,0:08:36.29,Default,,0000,0000,0000,,You could be dishonest and do more sheets\Nfor less money and put less effort into it.
Dialogue: 0,0:08:36.29,0:08:37.90,Default,,0000,0000,0000,,What were the results?
Dialogue: 0,0:08:37.90,0:08:40.19,Default,,0000,0000,0000,,In the 'Acknowledged Condition'\N- when we looked at it -
Dialogue: 0,0:08:40.19,0:08:44.94,Default,,0000,0000,0000,,people worked all the way down\Nto 15 cents. They worked quite a lot.
Dialogue: 0,0:08:44.94,0:08:48.22,Default,,0000,0000,0000,,In the 'Shredded Condition,'\Npeople stopped much faster.
Dialogue: 0,0:08:48.22,0:08:53.36,Default,,0000,0000,0000,,So people cared more about -- They enjoyed more\Nthe labor in the 'Acknowledged Condition.'
Dialogue: 0,0:08:53.36,0:08:56.81,Default,,0000,0000,0000,,What about the 'Ignored Condition'?\NWhere does it sit in the middle?
Dialogue: 0,0:08:56.82,0:09:00.39,Default,,0000,0000,0000,,Is it close to the 'Acknowledged,'\Nthe 'Shredded' or somewhere in the middle?
Dialogue: 0,0:09:00.39,0:09:03.94,Default,,0000,0000,0000,,Well, very very close\Nto the 'Shredded Condition.'
Dialogue: 0,0:09:03.94,0:09:08.62,Default,,0000,0000,0000,,So, I guess the good news here is\Nthat if you want to motivate people,
Dialogue: 0,0:09:08.62,0:09:13.21,Default,,0000,0000,0000,,simply looking at what they've done\Nand say, "I've acknowledged,
Dialogue: 0,0:09:13.21,0:09:16.06,Default,,0000,0000,0000,,I've seen that you've done something,"\Nseems to be sufficient.
Dialogue: 0,0:09:16.06,0:09:19.34,Default,,0000,0000,0000,,Even without the nice word\N- just acknowledge people.
Dialogue: 0,0:09:19.34,0:09:23.24,Default,,0000,0000,0000,,On the other hand, it turns out that\Nif you really want to demotivate people,
Dialogue: 0,0:09:23.24,0:09:25.51,Default,,0000,0000,0000,,it's incredibly easy!
Dialogue: 0,0:09:25.51,0:09:29.89,Default,,0000,0000,0000,,Shredding, of course, is the optimal way\Nto demotivate people! If you want to.
Dialogue: 0,0:09:29.89,0:09:35.34,Default,,0000,0000,0000,,But just ignoring what they're doing\Ngets you almost all the way there.
Dialogue: 0,0:09:35.34,0:09:37.71,Default,,0000,0000,0000,,So this was all about demotivating people.
Dialogue: 0,0:09:37.71,0:09:41.52,Default,,0000,0000,0000,,There are lot's of ways to demotivate people,\Nand we should try to avoid those.
Dialogue: 0,0:09:41.53,0:09:42.92,Default,,0000,0000,0000,,What about motivating people?
Dialogue: 0,0:09:42.92,0:09:45.81,Default,,0000,0000,0000,,What about the second part of this equation?
Dialogue: 0,0:09:45.81,0:09:51.92,Default,,0000,0000,0000,,And, for me the insight for this part\Nof the story came from IKEA.
Dialogue: 0,0:09:51.92,0:09:55.15,Default,,0000,0000,0000,,So, I don't know about you,\Nbut I have some IKEA furniture --
Dialogue: 0,0:09:55.15,0:09:58.57,Default,,0000,0000,0000,,and when I reflect back\Non the experience, it turns out
Dialogue: 0,0:09:58.58,0:10:04.84,Default,,0000,0000,0000,,that it took me a long time to assemble\Nthese instructions, to assemble this furniture.
Dialogue: 0,0:10:04.84,0:10:08.35,Default,,0000,0000,0000,,The instructions were not clear,\NI would put things in the wrong place,
Dialogue: 0,0:10:08.35,0:10:11.91,Default,,0000,0000,0000,,I would have to disassemble it --\NBut what I've also noticed
Dialogue: 0,0:10:11.91,0:10:16.26,Default,,0000,0000,0000,,is that I keep on looking fondly\Nat this IKEA furniture.
Dialogue: 0,0:10:16.26,0:10:21.77,Default,,0000,0000,0000,,We share something in common that I think\Nis more than just buying something in the store.
Dialogue: 0,0:10:21.77,0:10:25.20,Default,,0000,0000,0000,,And you can wonder, "What happens when\Nyou invest some of your love and effort
Dialogue: 0,0:10:25.20,0:10:28.56,Default,,0000,0000,0000,,and attention, even frustration,\Ninto something?"
Dialogue: 0,0:10:28.56,0:10:31.03,Default,,0000,0000,0000,,Do you start loving it more?
Dialogue: 0,0:10:31.04,0:10:34.74,Default,,0000,0000,0000,,And there's an old story - it's kind of a nice story -\Nit's a story about cake mixes.
Dialogue: 0,0:10:34.74,0:10:37.28,Default,,0000,0000,0000,,When they introduced cake mixes in the US,\N
Dialogue: 0,0:10:37.28,0:10:40.98,Default,,0000,0000,0000,,it turns out housewives \Nat the time did not accept them.
Dialogue: 0,0:10:40.98,0:10:45.06,Default,,0000,0000,0000,,They had mixes for all kinds of things:\Nfor muffins, for bread --
Dialogue: 0,0:10:45.06,0:10:48.31,Default,,0000,0000,0000,,Cake mixes, not so much.\NAnd they wondered why?
Dialogue: 0,0:10:48.31,0:10:50.21,Default,,0000,0000,0000,,The taste was perfectly fine.
Dialogue: 0,0:10:50.21,0:10:54.18,Default,,0000,0000,0000,,They found out that what was missing\Nwas a feeling of labor.
Dialogue: 0,0:10:54.18,0:10:57.56,Default,,0000,0000,0000,,If you basically put some water in the cake mix,\Nmix it together, put it in the oven
Dialogue: 0,0:10:57.56,0:11:01.58,Default,,0000,0000,0000,,and the cake comes out --\NYou can't take credit for that!
Dialogue: 0,0:11:01.58,0:11:02.83,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:02.83,0:11:07.91,Default,,0000,0000,0000,,If somebody comes and says, "Nice cake,\Nthank you!" you've not done anything!
Dialogue: 0,0:11:07.91,0:11:09.24,Default,,0000,0000,0000,,So what did they do?
Dialogue: 0,0:11:09.24,0:11:11.75,Default,,0000,0000,0000,,They took the eggs and the milk out of it.
Dialogue: 0,0:11:11.75,0:11:14.97,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:14.98,0:11:17.51,Default,,0000,0000,0000,,Now you put the cake mix, you break\Nsome eggs, you put some milk --
Dialogue: 0,0:11:17.51,0:11:20.51,Default,,0000,0000,0000,,Now it's your cake! \N(Laughter)
Dialogue: 0,0:11:20.51,0:11:26.19,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:11:26.19,0:11:28.61,Default,,0000,0000,0000,,So, how do we test this idea?
Dialogue: 0,0:11:28.63,0:11:31.60,Default,,0000,0000,0000,,We started by asking people to build origami.
Dialogue: 0,0:11:31.60,0:11:34.77,Default,,0000,0000,0000,,We gave people instructions\Non how to fold origami.
Dialogue: 0,0:11:34.77,0:11:36.99,Default,,0000,0000,0000,,And these were people\Nwho don't really know how to do origami,
Dialogue: 0,0:11:36.99,0:11:40.98,Default,,0000,0000,0000,,so they came up with kind of\Nugly origami, but that's OK.
Dialogue: 0,0:11:40.98,0:11:43.62,Default,,0000,0000,0000,,And then we told them that\Nwe actually owned that origami
Dialogue: 0,0:11:43.62,0:11:46.73,Default,,0000,0000,0000,,and we asked them, "How much\Nwould you pay for you to keep it?"
Dialogue: 0,0:11:46.74,0:11:50.76,Default,,0000,0000,0000,,And we tried to measure how valuable\Nthey thought this origami was.
Dialogue: 0,0:11:50.78,0:11:54.00,Default,,0000,0000,0000,,And people loved\Nthe origamis that they created.
Dialogue: 0,0:11:54.00,0:11:59.06,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:11:59.06,0:12:03.05,Default,,0000,0000,0000,,Then we asked other people\Nthat did not build that origami
Dialogue: 0,0:12:03.05,0:12:05.18,Default,,0000,0000,0000,,what they thought about this origami --
Dialogue: 0,0:12:05.18,0:12:06.91,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:06.91,0:12:09.80,Default,,0000,0000,0000,,And they didn't like it as much.
Dialogue: 0,0:12:09.80,0:12:15.22,Default,,0000,0000,0000,,So the builders thought this origami was fantastic,\Nthe evaluators not so much.
Dialogue: 0,0:12:15.22,0:12:18.44,Default,,0000,0000,0000,,Now, the question is:\Nare the builders, in their mind,
Dialogue: 0,0:12:18.44,0:12:21.37,Default,,0000,0000,0000,,do they think that they are\Nthe only ones who love this origami?
Dialogue: 0,0:12:21.37,0:12:25.31,Default,,0000,0000,0000,,So, do I look at this origami and say,\N"Oh, this is mine, I think it's wonderful!
Dialogue: 0,0:12:25.31,0:12:28.97,Default,,0000,0000,0000,,I know that nobody would like it,\Nbut for me it's wonderful!"
Dialogue: 0,0:12:28.97,0:12:32.39,Default,,0000,0000,0000,,No. They think everybody\Nwould love it as much as they do.
Dialogue: 0,0:12:32.39,0:12:34.35,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:34.35,0:12:36.44,Default,,0000,0000,0000,,The next thing was the IKEA effect,\Nright? The IKEA --
Dialogue: 0,0:12:36.44,0:12:40.88,Default,,0000,0000,0000,,What about the instructions? \NWhat if the instructions are difficult and complex?
Dialogue: 0,0:12:40.88,0:12:45.72,Default,,0000,0000,0000,,So we gave the easy instructions to some people\Nand for other people we hid what's on the top,
Dialogue: 0,0:12:45.72,0:12:49.05,Default,,0000,0000,0000,,which is the manual of \Nwhat does a fold mean and so on.
Dialogue: 0,0:12:49.05,0:12:52.32,Default,,0000,0000,0000,,So the hard instructions\Nwere really baffling.
Dialogue: 0,0:12:52.33,0:12:53.98,Default,,0000,0000,0000,,What happened now?
Dialogue: 0,0:12:53.98,0:12:57.62,Default,,0000,0000,0000,,So, first of all, we got the basic result:\Nthe builders loved their own origami
Dialogue: 0,0:12:57.62,0:13:02.80,Default,,0000,0000,0000,,more than the evaluators -- What happens\Nwhen the instructions are more difficult?
Dialogue: 0,0:13:02.80,0:13:09.83,Default,,0000,0000,0000,,Now the builders love it even more,\Nand the evaluators dislike it even more.
Dialogue: 0,0:13:09.83,0:13:13.11,Default,,0000,0000,0000,,Why? Because objectively\Nit was worse off!
Dialogue: 0,0:13:13.11,0:13:15.48,Default,,0000,0000,0000,,So the evaluators saw the objective quality
Dialogue: 0,0:13:15.48,0:13:18.67,Default,,0000,0000,0000,,of these crumbled pieces of paper\Nand didn't like it as much;
Dialogue: 0,0:13:18.67,0:13:21.61,Default,,0000,0000,0000,,the builders thought \Nit was even more fantastic!
Dialogue: 0,0:13:21.61,0:13:26.62,Default,,0000,0000,0000,,So, not only is labor leading to love,\Nmore labor and more effort
Dialogue: 0,0:13:26.62,0:13:30.32,Default,,0000,0000,0000,,and more investment\Nleads to higher love.
Dialogue: 0,0:13:30.32,0:13:33.99,Default,,0000,0000,0000,,I think you could also\Nthink about kids this way.
Dialogue: 0,0:13:33.99,0:13:35.85,Default,,0000,0000,0000,,So imagine \Nthat you have kids and I ask you,\N
Dialogue: 0,0:13:35.85,0:13:38.26,Default,,0000,0000,0000,,"How much would you \Nsell me your kids for?"
Dialogue: 0,0:13:38.26,0:13:40.57,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:40.57,0:13:43.98,Default,,0000,0000,0000,,Your memory and attention,\Nand experience about them --
Dialogue: 0,0:13:43.98,0:13:46.74,Default,,0000,0000,0000,,And most people in a good day say,\N"A lot of money!"
Dialogue: 0,0:13:46.74,0:13:50.06,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:13:50.06,0:13:51.79,Default,,0000,0000,0000,,But imagine you didn't have your kids.
Dialogue: 0,0:13:51.79,0:13:55.58,Default,,0000,0000,0000,,And you went to the park, and you met\Nsome kids very much like yours,
Dialogue: 0,0:13:55.58,0:13:58.46,Default,,0000,0000,0000,,and you played with them for a few hours,\Nand then you were about to say goodbye,
Dialogue: 0,0:13:58.46,0:14:01.83,Default,,0000,0000,0000,,and before you left, their parents said,\N"By the way, you know, they're for sale!"
Dialogue: 0,0:14:01.83,0:14:06.14,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:06.15,0:14:08.84,Default,,0000,0000,0000,,"How much would you pay for them?"
Dialogue: 0,0:14:08.84,0:14:10.95,Default,,0000,0000,0000,,Most people realize, \N"not that much!"
Dialogue: 0,0:14:10.95,0:14:12.79,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:12.79,0:14:18.01,Default,,0000,0000,0000,,And I think it's because the kids are really\Nkind of the optimal example for the IKEA effect.
Dialogue: 0,0:14:18.01,0:14:21.61,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:21.61,0:14:27.70,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:14:28.26,0:14:32.16,Default,,0000,0000,0000,,They are complex, they are difficult,\Nthe instruction manual is not that good --
Dialogue: 0,0:14:32.16,0:14:33.76,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:14:33.76,0:14:37.27,Default,,0000,0000,0000,,We invest a lot of effort in them\Nand our tremendous love [for] them
Dialogue: 0,0:14:37.27,0:14:41.90,Default,,0000,0000,0000,,is largely a part of us investing in them\Nrather than who they are.
Dialogue: 0,0:14:41.90,0:14:44.61,Default,,0000,0000,0000,,These are, by the way, my kids,\Nwho are wonderful!
Dialogue: 0,0:14:44.61,0:14:48.21,Default,,0000,0000,0000,,And, not only are our kids wonderful,
Dialogue: 0,0:14:48.21,0:14:54.26,Default,,0000,0000,0000,,we don't understand that other people\Ndon't see our kids in the way that we do.
Dialogue: 0,0:14:54.26,0:14:57.20,Default,,0000,0000,0000,,So what do we have to say \Nabout all of this?
Dialogue: 0,0:14:57.20,0:15:02.34,Default,,0000,0000,0000,,There's kind of two competing theories\Nabout labor: Adam Smith and Karl Marx.
Dialogue: 0,0:15:02.34,0:15:06.81,Default,,0000,0000,0000,,Adam Smith gave us this wonderful example\Nof efficiency in the labor market.
Dialogue: 0,0:15:06.82,0:15:09.02,Default,,0000,0000,0000,,He showed how you can take a pin factory
Dialogue: 0,0:15:09.02,0:15:14.44,Default,,0000,0000,0000,,and if you take one laborer who makes all steps,\Nall 12 steps to create a pin,
Dialogue: 0,0:15:14.44,0:15:16.14,Default,,0000,0000,0000,,that's really inefficient.
Dialogue: 0,0:15:16.14,0:15:21.40,Default,,0000,0000,0000,,And if you break the job into 12 pieces\Nand each person does their own piece of the work,
Dialogue: 0,0:15:21.40,0:15:26.87,Default,,0000,0000,0000,,the efficiency of the whole is incredibly increasing.\NDramatically increasing.
Dialogue: 0,0:15:26.87,0:15:32.20,Default,,0000,0000,0000,,And that's really what the Industrial Revolution\Nhas given us in terms of increasing productivity.
Dialogue: 0,0:15:32.20,0:15:35.70,Default,,0000,0000,0000,,Karl Marx, on the other hand, told us\Nthat it's about alienation of labor,
Dialogue: 0,0:15:35.70,0:15:38.40,Default,,0000,0000,0000,,and how much do you\Nfeel connected to your labor.
Dialogue: 0,0:15:38.40,0:15:41.76,Default,,0000,0000,0000,,And these ideas are really standing\Nin opposition to each other.
Dialogue: 0,0:15:41.76,0:15:47.08,Default,,0000,0000,0000,,Which one is more important? The efficiency\Nor the feeling of connection to the labor?
Dialogue: 0,0:15:47.08,0:15:50.30,Default,,0000,0000,0000,,So if you think about taking a big job\Nand breaking it into pieces,
Dialogue: 0,0:15:50.30,0:15:53.74,Default,,0000,0000,0000,,it might become more efficient.\NBut as you break it into pieces,
Dialogue: 0,0:15:53.74,0:15:57.40,Default,,0000,0000,0000,,the people who do each of the pieces\Ndon't feel connected, to the same degree,
Dialogue: 0,0:15:57.40,0:16:00.60,Default,,0000,0000,0000,,to what they're doing. \NSo, which one is more important?
Dialogue: 0,0:16:00.60,0:16:05.61,Default,,0000,0000,0000,,So, I think that in the Industrial Economy time\NSmith was more correct than Marx.
Dialogue: 0,0:16:05.61,0:16:07.92,Default,,0000,0000,0000,,There were tremendous efficiency gains.
Dialogue: 0,0:16:07.92,0:16:10.94,Default,,0000,0000,0000,,But what's happening now,\Nin the Knowledge Economy?
Dialogue: 0,0:16:10.94,0:16:14.50,Default,,0000,0000,0000,,What happens when people\Nhave more control over what they're doing?
Dialogue: 0,0:16:14.50,0:16:18.77,Default,,0000,0000,0000,,When we want people to think about their labor\Nin the shower and talk to friends,
Dialogue: 0,0:16:18.77,0:16:21.21,Default,,0000,0000,0000,,and when we want people to be fully engaged,\N
Dialogue: 0,0:16:21.21,0:16:23.74,Default,,0000,0000,0000,,and really immersed in what they're doing --
Dialogue: 0,0:16:23.74,0:16:26.30,Default,,0000,0000,0000,,I think that now things have changed.\NIn the Knowledge Economy,
Dialogue: 0,0:16:26.30,0:16:29.82,Default,,0000,0000,0000,,I think the notion of Marx \Nis actually more important.
Dialogue: 0,0:16:29.82,0:16:32.71,Default,,0000,0000,0000,,And it might be useful to sometimes sacrifice\N
Dialogue: 0,0:16:32.71,0:16:37.18,Default,,0000,0000,0000,,some efficiency for more meaning at work.
Dialogue: 0,0:16:37.18,0:16:40.02,Default,,0000,0000,0000,,So, you know, we have this\Nvery simple model of labor,
Dialogue: 0,0:16:40.02,0:16:42.98,Default,,0000,0000,0000,,which says that people work for money.
Dialogue: 0,0:16:42.98,0:16:46.28,Default,,0000,0000,0000,,And often we pay people just with this notion.
Dialogue: 0,0:16:46.28,0:16:49.65,Default,,0000,0000,0000,,But I think there are two things to consider:\Nthe first one is that we care about
Dialogue: 0,0:16:49.65,0:16:52.88,Default,,0000,0000,0000,,[many] more things than money.\NWe care about meaning,
Dialogue: 0,0:16:52.88,0:16:58.19,Default,,0000,0000,0000,,we care about creation, challenge,\Nownership, identity, pride, and so on --
Dialogue: 0,0:16:58.19,0:17:02.33,Default,,0000,0000,0000,,And the really good news about it is\Nthat if we're able to create workplaces
Dialogue: 0,0:17:02.35,0:17:06.63,Default,,0000,0000,0000,,that give people all of those things,\Neverybody would be better off.
Dialogue: 0,0:17:06.63,0:17:09.76,Default,,0000,0000,0000,,The workplace would be better off,\Nthe individual would be better off --
Dialogue: 0,0:17:09.76,0:17:13.14,Default,,0000,0000,0000,,It's a tremendous wonderful thing about\Nhuman nature that we can be motivated
Dialogue: 0,0:17:13.14,0:17:15.30,Default,,0000,0000,0000,,by a whole range of aspects.
Dialogue: 0,0:17:15.30,0:17:19.04,Default,,0000,0000,0000,,The question is, how do we use\Nthe workplace and society in general
Dialogue: 0,0:17:19.04,0:17:21.89,Default,,0000,0000,0000,,to tap into all of those motivations?
Dialogue: 0,0:17:21.89,0:17:23.33,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:17:23.33,0:17:25.25,Default,,0000,0000,0000,,(Applause)