1 00:00:00,000 --> 00:00:01,000 Tell me about your vision. 2 00:00:04,000 --> 00:00:09,360 I imagine a world where people who have an important story to tell, 3 00:00:09,560 --> 00:00:15,680 a story that has the potential to change the world, find the words to make that happen. 4 00:00:15,880 --> 00:00:18,880 And basically, my career started out of 5 00:00:19,080 --> 00:00:23,920 sheer frustration over the amount of ideas where that failed. 6 00:00:24,120 --> 00:00:28,680 I've been to so many conference, I've sat in so many meetings where I saw 7 00:00:28,680 --> 00:00:34,000 brilliant people speak about brilliant ideas to other brilliant people. 8 00:00:34,200 --> 00:00:39,160 But these ideas got thrown into a trash bin because nobody cared for finding 9 00:00:39,160 --> 00:00:42,880 better words, nobody cared for finding the words that got people's attention, 10 00:00:43,080 --> 00:00:45,440 that made the complex feel easy. 11 00:00:45,640 --> 00:00:51,200 And so people tuned out and the ideas couldn't live on. 12 00:00:53,040 --> 00:00:57,440 It's very unique vision that some something we actually do need in a world right now. 13 00:00:57,440 --> 00:01:02,280 I myself have a hard time sometimes articulating stuff. 14 00:01:02,480 --> 00:01:08,600 So I can feel the importance of saying the right words to the right people. 15 00:01:08,800 --> 00:01:12,040 Where did this vision come from? 16 00:01:12,840 --> 00:01:15,240 Yeah, well, as I said, from my own experience, 17 00:01:15,440 --> 00:01:21,280 so back at the time when I was still basically doing my PhD, 18 00:01:21,480 --> 00:01:27,040 so like 20 years ago, I was striving to find words 19 00:01:27,040 --> 00:01:31,520 that helped me to explain that to people who have no idea about my field. 20 00:01:31,720 --> 00:01:34,440 Like, for example, my parents or even my 21 00:01:34,640 --> 00:01:40,760 grandparents to find words that give them at least an idea about. 22 00:01:40,960 --> 00:01:46,880 So why do I spend five years of my life investing in this kind of stuff 23 00:01:47,080 --> 00:01:54,480 that seems so complex, but that somehow seems to find my passion? 24 00:01:54,480 --> 00:01:59,080 But that was such a stark difference to so many presentations that I saw in other 25 00:01:59,280 --> 00:02:06,840 places and then continuing in industry related work where people just don't bother 26 00:02:07,040 --> 00:02:13,000 about the words that they use and they kind of delegate that responsibility 27 00:02:13,200 --> 00:02:16,440 of figuring out the significance of your idea. 28 00:02:16,640 --> 00:02:21,040 They basically delegate that to the audience, to the customers, to the team. 29 00:02:21,040 --> 00:02:25,240 And I thought that that was just a waste of everyone's time. 30 00:02:25,440 --> 00:02:31,840 And so I started to look for different ways, to better ways and started reading 31 00:02:32,040 --> 00:02:35,000 blogs, started to go to seminars and workshops. 32 00:02:35,200 --> 00:02:38,440 And then I think what kickstarted it was 33 00:02:38,640 --> 00:02:43,960 the decision to actually start my own blog right about what I saw. 34 00:02:44,160 --> 00:02:45,840 And that got people interested. 35 00:02:46,040 --> 00:02:48,600 And somehow that resonated that, well, 36 00:02:48,600 --> 00:02:52,280 there is a way to actually find those words. 37 00:02:52,480 --> 00:02:57,680 There is a way to find words that are different from what some other people 38 00:02:57,880 --> 00:03:03,240 tell me, which might not resonate with everyone, kind of that wow effect 39 00:03:03,440 --> 00:03:08,160 where it's only about putting on a great show, but not about the actual idea. 40 00:03:08,360 --> 00:03:14,000 So I very much wrote about the aha effect in contrast to the wow effect that goes 41 00:03:14,200 --> 00:03:18,200 beyond that, because I tend to think that wow effects open the mind. 42 00:03:18,200 --> 00:03:21,400 But what ultimately changes the mind is the aha effect. 43 00:03:21,600 --> 00:03:25,640 Do you say that is also why what you do? 44 00:03:25,840 --> 00:03:28,080 I would extend that a little bit. 45 00:03:28,280 --> 00:03:32,520 I think that or my impression is that. 46 00:03:32,720 --> 00:03:33,920 Let's put it that way. 47 00:03:34,120 --> 00:03:38,080 I've met so many brilliant people, let's call them geniuses, 48 00:03:38,280 --> 00:03:46,200 who almost refuse to make an impact because they are turned off by some 49 00:03:46,200 --> 00:03:50,440 bullshitters who are very good at finding. 50 00:03:50,640 --> 00:03:54,280 Compelling words and who are very good 51 00:03:54,480 --> 00:04:02,360 in painting pictures of bright futures of making attractive proposals. 52 00:04:02,560 --> 00:04:07,560 But who might not care so much about keeping those promises that they make 53 00:04:07,760 --> 00:04:12,680 with their pitches, with their communication, which kind of leads to 54 00:04:12,680 --> 00:04:18,760 that other group of people who do care, feel frustrated and almost give up trying 55 00:04:18,960 --> 00:04:20,240 to compete with them. 56 00:04:20,440 --> 00:04:24,120 And I think but I think that that's a pity that that shouldn't happen, 57 00:04:24,320 --> 00:04:30,600 that there should be a way for people who really do care for the work they do 58 00:04:30,800 --> 00:04:37,520 to be able to find words that are both truthful and compelling and not leave 59 00:04:37,520 --> 00:04:42,680 the world to those who only care about compelling, but not about truthful.