Which country does the most good for the world?
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0:01 - 0:04I've been thinking a lot about the world recently
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0:04 - 0:08and how it's changed over the last 20, 30, 40 years.
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0:08 - 0:10Twenty or 30 years ago,
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0:10 - 0:13if a chicken caught a cold and sneezed and died
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0:13 - 0:15in a remote village in East Asia,
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0:15 - 0:17it would have been a tragedy for the chicken
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0:17 - 0:18and its closest relatives,
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0:18 - 0:20but I don't think there was much possibility
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0:20 - 0:23of us fearing a global pandemic
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0:23 - 0:25and the deaths of millions.
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0:25 - 0:28Twenty or 30 years ago, if a bank in North America
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0:28 - 0:30lent too much money to some people
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0:30 - 0:32who couldn't afford to pay it back
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0:32 - 0:34and the bank went bust,
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0:34 - 0:35that was bad for the lender
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0:35 - 0:36and bad for the borrower,
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0:36 - 0:38but we didn't imagine it would bring
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0:38 - 0:40the global economic system to its knees
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0:40 - 0:43for nearly a decade.
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0:43 - 0:45This is globalization.
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0:45 - 0:47This is the miracle that has enabled us
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0:47 - 0:50to transship our bodies and our minds
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0:50 - 0:53and our words and our pictures and our ideas
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0:53 - 0:56and our teaching and our learning around the planet
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0:56 - 0:59ever faster and ever cheaper.
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0:59 - 1:00It's brought a lot of bad stuff,
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1:00 - 1:02like the stuff that I just described,
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1:02 - 1:05but it's also brought a lot of good stuff.
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1:05 - 1:06A lot of us are not aware
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1:06 - 1:10of the extraordinary successes of
the Millennium Development Goals, -
1:10 - 1:12several of which have achieved their targets
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1:12 - 1:14long before the due date.
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1:14 - 1:17That proves that this species of humanity
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1:17 - 1:20is capable of achieving extraordinary progress
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1:20 - 1:24if it really acts together and it really tries hard.
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1:24 - 1:26But if I had to put it in a nutshell these days,
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1:26 - 1:29I sort of feel that globalization
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1:29 - 1:31has taken us by surprise,
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1:31 - 1:34and we've been slow to respond to it.
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1:34 - 1:36If you look at the downside of globalization,
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1:36 - 1:39it really does seem to be sometimes overwhelming.
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1:39 - 1:41All of the grand challenges that we face today,
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1:41 - 1:44like climate change and human rights
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1:44 - 1:49and demographics and terrorism and pandemics
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1:49 - 1:51and narco-trafficking and human slavery
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1:51 - 1:54and species loss, I could go on,
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1:54 - 1:56we're not making an awful lot of progress
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1:56 - 1:58against an awful lot of those challenges.
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1:58 - 2:00So in a nutshell, that's the challenge
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2:00 - 2:02that we all face today
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2:02 - 2:04at this interesting point in history.
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2:04 - 2:06That's clearly what we've got to do next.
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2:06 - 2:09We've somehow got to get our act together
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2:09 - 2:11and we've got to figure out how to globalize
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2:11 - 2:13the solutions better
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2:13 - 2:16so that we don't simply become a species
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2:16 - 2:20which is the victim of the globalization of problems.
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2:20 - 2:24Why are we so slow at achieving these advances?
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2:24 - 2:26What's the reason for it?
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2:26 - 2:28Well, there are, of course, a number of reasons,
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2:28 - 2:31but perhaps the primary reason
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2:31 - 2:34is because we're still organized as a species
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2:34 - 2:36in the same way that we were organized
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2:36 - 2:38200 or 300 years ago.
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2:38 - 2:40There's one superpower left on the planet
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2:40 - 2:42and that is the seven billion people,
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2:42 - 2:45the seven billion of us who cause all these problems,
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2:45 - 2:46the same seven billion, by the way,
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2:46 - 2:48who will resolve them all.
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2:48 - 2:51But how are those seven billion organized?
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2:51 - 2:54They're still organized in 200 or so nation-states,
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2:54 - 2:57and the nations have governments
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2:57 - 2:59that make rules
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2:59 - 3:02and cause us to behave in certain ways.
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3:02 - 3:04And that's a pretty efficient system,
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3:04 - 3:07but the problem is that the
way that those laws are made -
3:07 - 3:09and the way those governments think
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3:09 - 3:12is absolutely wrong for the
solution of global problems, -
3:12 - 3:14because it all looks inwards.
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3:14 - 3:16The politicians that we elect
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3:16 - 3:18and the politicians we don't elect, on the whole,
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3:18 - 3:20have minds that microscope.
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3:20 - 3:22They don't have minds that telescope.
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3:22 - 3:26They look in. They pretend, they behave,
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3:26 - 3:30as if they believed that every country was an island
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3:30 - 3:32that existed quite happily, independently
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3:32 - 3:34of all the others
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3:34 - 3:36on its own little planet
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3:36 - 3:37in its own little solar system.
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3:37 - 3:39This is the problem:
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3:39 - 3:41countries competing against each other,
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3:41 - 3:43countries fighting against each other.
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3:43 - 3:45This week, as any week you care to look at,
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3:45 - 3:48you'll find people actually trying to kill
each other from country to country, -
3:48 - 3:50but even when that's not going on,
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3:50 - 3:52there's competition between countries,
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3:52 - 3:55each one trying to shaft the next.
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3:55 - 3:57This is clearly not a good arrangement.
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3:57 - 3:59We clearly need to change it.
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3:59 - 4:01We clearly need to find ways
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4:01 - 4:03of encouraging countries to start working together
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4:03 - 4:05a little bit better.
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4:05 - 4:07And why won't they do that?
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4:07 - 4:11Why is it that our leaders still persist in looking inwards?
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4:11 - 4:13Well, the first and most obvious reason
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4:13 - 4:15is because that's what we ask them to do.
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4:15 - 4:17That's what we tell them to do.
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4:17 - 4:18When we elect governments
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4:18 - 4:21or when we tolerate unelected governments,
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4:21 - 4:23we're effectively telling them that what we want
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4:23 - 4:26is for them to deliver us in our country
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4:26 - 4:28a certain number of things.
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4:28 - 4:31We want them to deliver prosperity,
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4:31 - 4:35growth, competitiveness, transparency, justice
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4:35 - 4:37and all of those things.
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4:37 - 4:39So unless we start asking our governments
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4:39 - 4:42to think outside a little bit,
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4:42 - 4:44to consider the global problems that will finish us all
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4:44 - 4:46if we don't start considering them,
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4:46 - 4:48then we can hardly blame them
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4:48 - 4:51if what they carry on doing is looking inwards,
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4:51 - 4:53if they still have minds that microscope
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4:53 - 4:55rather than minds that telescope.
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4:55 - 4:58That's the first reason why
things tend not to change. -
4:58 - 5:01The second reason is that these governments,
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5:01 - 5:03just like all the rest of us,
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5:03 - 5:05are cultural psychopaths.
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5:05 - 5:07I don't mean to be rude,
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5:07 - 5:08but you know what a psychopath is.
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5:08 - 5:10A psychopath is a person who,
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5:10 - 5:11unfortunately for him or her,
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5:11 - 5:13lacks the ability to really empathize
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5:13 - 5:15with other human beings.
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5:15 - 5:16When they look around,
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5:16 - 5:18they don't see other human beings
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5:18 - 5:21with deep, rich, three-dimensional personal lives
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5:21 - 5:22and aims and ambitions.
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5:22 - 5:25What they see is cardboard cutouts,
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5:25 - 5:28and it's very sad and it's very lonely,
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5:28 - 5:31and it's very rare, fortunately.
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5:31 - 5:34But actually, aren't most of us
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5:34 - 5:36not really so very good at empathy?
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5:36 - 5:37Oh sure, we're very good at empathy
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5:37 - 5:39when it's a question of dealing with people
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5:39 - 5:40who kind of look like us
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5:40 - 5:43and kind of walk and talk and eat and pray
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5:43 - 5:44and wear like us,
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5:44 - 5:47but when it comes to people who don't do that,
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5:47 - 5:48who don't quite dress like us
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5:48 - 5:50and don't quite pray like us
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5:50 - 5:52and don't quite talk like us,
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5:52 - 5:54do we not also have a tendency to see them
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5:54 - 5:57ever so slightly as cardboard cutouts too?
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5:57 - 5:59And this is a question we need to ask ourselves.
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5:59 - 6:02I think constantly we have to monitor it.
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6:02 - 6:05Are we and our politicians to a degree
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6:05 - 6:07cultural psychopaths?
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6:07 - 6:09The third reason is hardly worth mentioning
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6:09 - 6:10because it's so silly,
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6:10 - 6:12but there's a belief amongst governments
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6:12 - 6:14that the domestic agenda
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6:14 - 6:15and the international agenda
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6:15 - 6:18are incompatible and always will be.
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6:18 - 6:20This is just nonsense.
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6:20 - 6:21In my day job, I'm a policy adviser.
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6:21 - 6:24I've spent the last 15 years or so
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6:24 - 6:26advising governments around the world,
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6:26 - 6:29and in all of that time I have never once seen
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6:29 - 6:31a single domestic policy issue
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6:31 - 6:34that could not be more imaginatively,
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6:34 - 6:36effectively and rapidly resolved
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6:36 - 6:39than by treating it as an international problem,
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6:39 - 6:41looking at the international context,
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6:41 - 6:42comparing what others have done,
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6:42 - 6:45bringing in others, working externally
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6:45 - 6:49instead of working internally.
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6:49 - 6:52And so you may say, well, given all of that,
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6:52 - 6:54why then doesn't it work?
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6:54 - 6:56Why can we not make our politicians change?
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6:56 - 6:58Why can't we demand them?
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6:58 - 7:01Well I, like a lot of us, spend
a lot of time complaining -
7:01 - 7:03about how hard it is to make people change,
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7:03 - 7:05and I don't think we should fuss about it.
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7:05 - 7:07I think we should just accept
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7:07 - 7:10that we are an inherently conservative species.
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7:10 - 7:11We don't like to change.
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7:11 - 7:14It exists for very sensible evolutionary reasons.
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7:14 - 7:17We probably wouldn't still be here today
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7:17 - 7:19if we weren't so resistant to change.
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7:19 - 7:22It's very simple: Many thousands of years ago,
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7:22 - 7:24we discovered that if we carried on
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7:24 - 7:26doing the same things, we wouldn't die,
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7:26 - 7:28because the things that we've done before
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7:28 - 7:30by definition didn't kill us,
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7:30 - 7:32and therefore as long as we carry on doing them,
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7:32 - 7:33we'll be okay,
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7:33 - 7:35and it's very sensible not to do anything new,
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7:35 - 7:37because it might kill you.
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7:37 - 7:39But of course, there are exceptions to that.
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7:39 - 7:42Otherwise, we'd never get anywhere.
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7:42 - 7:44And one of the exceptions, the interesting exception,
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7:44 - 7:45is when you can show to people
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7:45 - 7:48that there might be some self-interest
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7:48 - 7:49in them making that leap of faith
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7:49 - 7:52and changing a little bit.
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7:52 - 7:54So I've spent a lot of the last 10 or 15 years
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7:54 - 7:57trying to find out what could be that self-interest
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7:57 - 7:59that would encourage not just politicians
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7:59 - 8:02but also businesses and general populations,
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8:02 - 8:05all of us, to start to think a little more outwardly,
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8:05 - 8:07to think in a bigger picture,
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8:07 - 8:11not always to look inwards,
sometimes to look outwards. -
8:11 - 8:13And this is where I discovered
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8:13 - 8:15something quite important.
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8:15 - 8:19In 2005, I launched a study
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8:19 - 8:21called the Nation Brands Index.
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8:21 - 8:24What it is, it's a very large-scale study that polls
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8:24 - 8:26a very large sample of the world's population,
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8:26 - 8:28a sample that represents about 70 percent
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8:28 - 8:32of the planet's population,
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8:32 - 8:34and I started asking them a series of questions
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8:34 - 8:37about how they perceive other countries.
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8:37 - 8:38And the Nation Brands Index over the years
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8:38 - 8:41has grown to be a very, very large database.
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8:41 - 8:43It's about 200 billion data points
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8:43 - 8:46tracking what ordinary people
think about other countries -
8:46 - 8:48and why.
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8:48 - 8:50Why did I do this? Well, because
the governments that I advise -
8:50 - 8:52are very, very keen on knowing
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8:52 - 8:53how they are regarded.
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8:53 - 8:55They've known, partly because
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8:55 - 8:57I've encouraged them to realize it,
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8:57 - 8:58that countries depend
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8:58 - 9:00enormously on their reputations
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9:00 - 9:03in order to survive and prosper in the world.
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9:03 - 9:05If a country has a great, positive image,
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9:05 - 9:08like Germany has or Sweden or Switzerland,
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9:08 - 9:10everything is easy and everything is cheap.
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9:10 - 9:12You get more tourists. You get more investors.
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9:12 - 9:14You sell your products more expensively.
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9:14 - 9:16If, on the other hand, you have a country
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9:16 - 9:18with a very weak or a very negative image,
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9:18 - 9:20everything is difficult and everything is expensive.
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9:20 - 9:22So governments care desperately
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9:22 - 9:23about the image of their country,
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9:23 - 9:26because it makes a direct difference
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9:26 - 9:27to how much money they can make,
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9:27 - 9:29and that's what they've promised their populations
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9:29 - 9:31they're going to deliver.
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9:31 - 9:33So a couple of years ago, I thought I would take
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9:33 - 9:36some time out and speak to that gigantic database
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9:36 - 9:39and ask it,
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9:39 - 9:41why do some people prefer one country
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9:41 - 9:42more than another?
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9:42 - 9:44And the answer that the database gave me
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9:44 - 9:46completely staggered me.
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9:46 - 9:48It was 6.8.
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9:48 - 9:50I haven't got time to explain in detail.
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9:50 - 9:52Basically what it told me was —
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9:52 - 9:56(Laughter) (Applause) —
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9:56 - 10:01the kinds of countries we prefer are good countries.
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10:01 - 10:04We don't admire countries
primarily because they're rich, -
10:04 - 10:06because they're powerful,
because they're successful, -
10:06 - 10:09because they're modern, because
they're technologically advanced. -
10:09 - 10:12We primarily admire countries that are good.
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10:12 - 10:13What do we mean by good?
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10:13 - 10:15We mean countries that seem to contribute
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10:15 - 10:17something to the world in which we live,
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10:17 - 10:20countries that actually make the world safer
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10:20 - 10:22or better or richer or fairer.
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10:22 - 10:24Those are the countries we like.
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10:24 - 10:26This is a discovery of significant importance —
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10:26 - 10:28you see where I'm going —
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10:28 - 10:30because it squares the circle.
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10:30 - 10:33I can now say, and often do, to any government,
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10:33 - 10:35in order to do well, you need to do good.
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10:35 - 10:37If you want to sell more products,
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10:37 - 10:38if you want to get more investment,
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10:38 - 10:41if you want to become more competitive,
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10:41 - 10:43then you need to start behaving,
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10:43 - 10:45because that's why people will respect you
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10:45 - 10:47and do business with you,
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10:47 - 10:50and therefore, the more you collaborate,
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10:50 - 10:53the more competitive you become.
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10:53 - 10:55This is quite an important discovery,
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10:55 - 10:56and as soon as I discovered this,
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10:56 - 10:58I felt another index coming on.
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10:58 - 11:00I swear that as I get older, my ideas become simpler
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11:00 - 11:02and more and more childish.
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11:02 - 11:05This one is called the Good Country Index,
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11:05 - 11:10and it does exactly what it says on the tin.
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11:10 - 11:12It measures, or at least it tries to measure,
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11:12 - 11:15exactly how much each country on Earth contributes
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11:15 - 11:18not to its own population but to the rest of humanity.
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11:18 - 11:19Bizarrely, nobody had ever thought
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11:19 - 11:21of measuring this before.
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11:21 - 11:23So my colleague Dr. Robert Govers and I have spent
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11:23 - 11:25the best part of the last two years,
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11:25 - 11:28with the help of a large number
of very serious and clever people, -
11:28 - 11:31cramming together all the reliable data in the world
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11:31 - 11:34we could find about what countries give
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11:34 - 11:35to the world.
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11:35 - 11:37And you're waiting for me to
tell you which one comes top. -
11:37 - 11:39And I'm going to tell you,
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11:39 - 11:41but first of all I want to tell you
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11:41 - 11:43precisely what I mean
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11:43 - 11:46when I say a good country.
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11:46 - 11:48I do not mean morally good.
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11:48 - 11:50When I say that Country X
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11:50 - 11:52is the goodest country on Earth,
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11:52 - 11:53and I mean goodest, I don't mean best.
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11:53 - 11:54Best is something different.
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11:54 - 11:56When you're talking about a good country,
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11:56 - 11:58you can be good, gooder and goodest.
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11:58 - 12:01It's not the same thing as good, better and best.
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12:01 - 12:04This is a country which simply gives more
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12:04 - 12:06to humanity than any other country.
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12:06 - 12:08I don't talk about how they behave at home
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12:08 - 12:10because that's measured elsewhere.
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12:10 - 12:12And the winner is
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12:12 - 12:14Ireland.
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12:14 - 12:20(Applause)
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12:20 - 12:22According to the data here,
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12:22 - 12:25no country on Earth, per head of population,
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12:25 - 12:28per dollar of GDP, contributes more
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12:28 - 12:29to the world that we live in than Ireland.
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12:29 - 12:30What does this mean?
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12:30 - 12:33This means that as we go to sleep at night,
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12:33 - 12:36all of us in the last 15 seconds
before we drift off to sleep, -
12:36 - 12:38our final thought should be,
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12:38 - 12:40godammit, I'm glad that Ireland exists.
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12:40 - 12:42(Laughter)
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12:42 - 12:49And that — (Applause) —
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12:49 - 12:52In the depths of a very severe economic recession,
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12:52 - 12:55I think that there's a really important lesson there,
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12:55 - 12:57that if you can remember
your international obligations -
12:57 - 12:59whilst you are trying to rebuild your own economy,
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12:59 - 13:00that's really something.
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13:00 - 13:02Finland ranks pretty much the same.
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13:02 - 13:03The only reason why it's below Ireland
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13:03 - 13:06is because its lowest score is
lower than Ireland's lowest score. -
13:06 - 13:08Now the other thing you'll
notice about the top 10 there -
13:08 - 13:11is, of course, they're all, apart from New Zealand,
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13:11 - 13:12Western European nations.
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13:12 - 13:14They're also all rich.
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13:14 - 13:16This depressed me,
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13:16 - 13:17because one of the things that I did not want
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13:17 - 13:19to discover with this index
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13:19 - 13:21is that it's purely the province of rich countries
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13:21 - 13:22to help poor countries.
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13:22 - 13:24This is not what it's all about.
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13:24 - 13:26And indeed, if you look further down the list,
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13:26 - 13:28I don't have the slide here, you will see
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13:28 - 13:30something that made me very happy indeed,
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13:30 - 13:33that Kenya is in the top 30,
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13:33 - 13:36and that demonstrates one
very, very important thing. -
13:36 - 13:38This is not about money.
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13:38 - 13:39This is about attitude.
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13:39 - 13:41This is about culture.
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13:41 - 13:44This is about a government and a people that care
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13:44 - 13:45about the rest of the world
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13:45 - 13:47and have the imagination and the courage
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13:47 - 13:50to think outwards instead of only thinking selfishly.
-
13:50 - 13:52I'm going to whip through the other slides
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13:52 - 13:55just so you can see some
of the lower-lying countries. -
13:55 - 13:58There's Germany at 13th, the U.S. comes 21st,
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13:58 - 14:00Mexico comes 66th,
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14:00 - 14:02and then we have some of
the big developing countries, -
14:02 - 14:05like Russia at 95th, China at 107th.
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14:05 - 14:08Countries like China and Russia and India,
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14:08 - 14:11which is down in the same part of the index,
-
14:11 - 14:13well, in some ways, it's not surprising.
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14:13 - 14:15They've spent a great deal of time
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14:15 - 14:17over the last decades building their own economy,
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14:17 - 14:20building their own society and their own polity,
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14:20 - 14:21but it is to be hoped
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14:21 - 14:23that the second phase of their growth
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14:23 - 14:25will be somewhat more outward-looking
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14:25 - 14:27than the first phase has been so far.
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14:27 - 14:29And then you can break down each country
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14:29 - 14:33in terms of the actual datasets that build into it.
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14:33 - 14:34I'll allow you to do that.
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14:34 - 14:36From midnight tonight it's going
to be on goodcountry.org, -
14:36 - 14:37and you can look at the country.
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14:37 - 14:41You can look right down to the
level of the individual datasets. -
14:41 - 14:43Now that's the Good Country Index.
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14:43 - 14:45What's it there for?
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14:45 - 14:47Well, it's there really because I want to try
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14:47 - 14:50to introduce this word,
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14:50 - 14:54or reintroduce this word, into the discourse.
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14:54 - 14:56I've had enough hearing about competitive countries.
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14:56 - 14:58I've had enough hearing about
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14:58 - 15:02prosperous, wealthy, fast-growing countries.
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15:02 - 15:05I've even had enough hearing about happy countries
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15:05 - 15:07because in the end that's still selfish.
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15:07 - 15:08That's still about us,
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15:08 - 15:10and if we carry on thinking about us,
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15:10 - 15:13we are in deep, deep trouble.
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15:13 - 15:15I think we all know what it is
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15:15 - 15:16that we want to hear about.
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15:16 - 15:19We want to hear about good countries,
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15:19 - 15:22and so I want to ask you all a favor.
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15:22 - 15:24I'm not asking a lot.
-
15:24 - 15:26It's something that you might find easy to do
-
15:26 - 15:27and you might even find enjoyable
-
15:27 - 15:29and even helpful to do,
-
15:29 - 15:32and that's simply to start using the word "good"
-
15:32 - 15:33in this context.
-
15:33 - 15:36When you think about your own country,
-
15:36 - 15:38when you think about other people's countries,
-
15:38 - 15:40when you think about companies,
-
15:40 - 15:42when you talk about the world that we live in today,
-
15:42 - 15:44start using that word
-
15:44 - 15:46in the way that I've talked about this evening.
-
15:46 - 15:48Not good, the opposite of bad,
-
15:48 - 15:51because that's an argument that never finishes.
-
15:51 - 15:53Good, the opposite of selfish,
-
15:53 - 15:56good being a country that thinks about all of us.
-
15:56 - 15:58That's what I would like you to do,
-
15:58 - 15:59and I'd like you to use it as a stick
-
15:59 - 16:02with which to beat your politicians.
-
16:02 - 16:04When you elect them, when you reelect them,
-
16:04 - 16:05when you vote for them, when you listen
-
16:05 - 16:08to what they're offering you,
-
16:08 - 16:10use that word, "good,"
-
16:10 - 16:11and ask yourself,
-
16:11 - 16:13"Is that what a good country would do?"
-
16:13 - 16:16And if the answer is no, be very suspicious.
-
16:16 - 16:19Ask yourself, is that the behavior
-
16:19 - 16:20of my country?
-
16:20 - 16:22Do I want to come from a country
-
16:22 - 16:24where the government, in my name,
-
16:24 - 16:26is doing things like that?
-
16:26 - 16:28Or do I, on the other hand,
-
16:28 - 16:29prefer the idea of walking around the world
-
16:29 - 16:31with my head held high thinking, "Yeah,
-
16:31 - 16:34I'm proud to come from a good country"?
-
16:34 - 16:36And everybody will welcome you.
-
16:36 - 16:37And everybody in the last 15 seconds
-
16:37 - 16:40before they drift off to sleep at night will say,
-
16:40 - 16:43"Gosh, I'm glad that person's country exists."
-
16:43 - 16:45Ultimately, that, I think,
-
16:45 - 16:47is what will make the change.
-
16:47 - 16:49That word, "good,"
-
16:49 - 16:50and the number 6.8
-
16:50 - 16:53and the discovery that's behind it
-
16:53 - 16:54have changed my life.
-
16:54 - 16:56I think they can change your life,
-
16:56 - 16:58and I think we can use it to change
-
16:58 - 17:00the way that our politicians
and our companies behave, -
17:00 - 17:04and in doing so, we can change the world.
-
17:04 - 17:06I've started thinking very differently about
-
17:06 - 17:09my own country since I've been
thinking about these things. -
17:09 - 17:11I used to think that I wanted to live in a rich country,
-
17:11 - 17:13and then I started thinking I
wanted to live in a happy country, -
17:13 - 17:16but I began to realize, it's not enough.
-
17:16 - 17:18I don't want to live in a rich country.
-
17:18 - 17:20I don't want to live in a fast-growing
-
17:20 - 17:22or competitive country.
-
17:22 - 17:25I want to live in a good country,
-
17:25 - 17:29and I so, so hope that you do too.
-
17:29 - 17:31Thank you.
-
17:31 - 17:35(Applause)
- Title:
- Which country does the most good for the world?
- Speaker:
- Simon Anholt
- Description:
-
It's an unexpected side effect of globalization: problems that once would have stayed local—say, a bank lending out too much money—now have consequences worldwide. But still, countries operate independently, as if alone on the planet. Policy advisor Simon Anholt has dreamed up an unusual scale to get governments thinking outwardly: The Good Country Index. In a riveting and funny talk, he answers the question, "Which country does the most good?" The answer may surprise you (especially if you live in the US or China).
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 17:54
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Madeleine Aronson edited English subtitles for Which country does the most good for the world? | ||
Madeleine Aronson edited English subtitles for Which country does the most good for the world? |