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we have heard that all time past
it was better especially the old ones we
they say that our parents tell us that
All the past time was better
my dad who has never spoken in a
conference
he died more than 20 years ago and he left me
a great message he loved the
We really loved cars this old
viasa disarmed him three times I got off
the engine and to look for carburetor like
trying to find the soul things and
of that I learned something that
things are in our life and what if
we use them well they help us a lot and if
we use bad does not help us please
raise the hand the one who is in love
of a product that has helped you
in the life
none is in love I’m
in love with a private
thanks to this he told me once to the
week is happy and excited to have breakfast and
I finally said no Eggs
products change us I know we live
in a society where at this moment
we are at a very deep reflection
about what the products do and it’s
very easy to speak ill of the products
but we forget the big three
challenges that we are facing
first the subject of meat the
world trade organization
reported that one of the main
pollutants of the world is meat not
for the meat but for the methane that
they take these cows every day to
market and second the organization
World Health said that eating meat
intensively triples the
probability that you will
intestinal cancer is the world is
saying care with the cows second
waste problem in particular
the plastic and you know it better
that I
many of you must have seen a
video last year of a turtle with
a cigarette in the nose that transformed
completely our link with the
plastic and with things
We said how is it possible that an error
mine for using a product or for voting what
evil is killing an animal that is
helpless and is a symbol of hope
this does not make sense and third problem
the cars and here I have obviously from
a long time ago a confrontation
because my dad loves us and pamesa three
things of the cases the cars of today do not
they are good for nothing
those before were big cans
strong were powerful but dad by
something has to be different the
industry is not being wrong not the
charges must be large and powerful and the
atlas strong fight with dad always
difficult for him he knows better than me
then under that premise
I started trying to link my understanding
why the human being thinks that everything
what he consumes is bad everything he does
it’s wrong we put more garbage
we eat
everything we do in one way or another
someone does not say you are
wrong
what you do is doing it wrong
and find a video that surely
you will find it on youtube
when they want or the original text
when it was written that is greater the pge
a text written by milton friedman
Nobel prize for economics that tells us
the story of how you are a pencil and
opens our eyes to no one in the world
is able to make a graphite pencil
from a part of the world
the wood of another zone the copper of another
zone the rubber is from another shock but this one
with a pencil you can create can paint
can write poems can draw the
moon thanks to what the amount of
people in the world did not even today
the coffee that we have one can say that
be able to do it many years ago
a student of a major
universities of the world here or the base
of data from the university and took the
pictures of the students always for
compare them and made them public and the
people started commenting on the photo
always as pine trees began to move the
very great thing until the
university realized and closed the
page that they threw to the person because
obviously he violated all the principles
that university demanded thanks to
that person was kicked out today we have
this was the first facebook that tried
make that person
he knew there was a problem was
that we could not share in a way
efficient and easy and the large amount of
products in the world and services that
we have is that someone important
someone intelligent created a product
under a fundamental concept I needed
solve a problem when people
it hurts solution to problems and believes
product in a wonderful way
how many of you have not taken a
cardboard box like children and they have done
space ships have made their home
the cat your house tucked with you there
that cats love cardboard
I have never understood the link between
cat and the cardboard but there is the box is
perhaps what the child enjoys the most
and it does a wonderful thing
and it is that it begins to form the child as
a genius and a creator forward a
person able to imagine and dream things
complete and concrete and thus they were born
many of those who gave us the
solutions because I want to solve part
of what you said or not eat meat not
it’s bad quiet your
who likes meat can follow
eating meat why do I say this
unlike the rest of the animals
in the world we are the only race that
kitchen and because we cook let’s see many
more calories to food and when
they enter our body
we have a processing capacity
higher and we benefit more
fast thanks to that we develop the
language
we develop knowledge
developed the cultures and societies
that we have thanks to the kitchen
we are superior or at least
different from the other species I do not say
superior in the sense that we are
owners of them but that
we evolved as a society under one
premise we have the ability to invent
and solve our problems and everything
he started cooking the second meat
solution to the problem of
plastics in the seas
many companies is no longer one this is one
of the cases plastics were invented
that are edible by animals and
a case to a six pack a cigarette or what
to be
it reaches the sea the turtle can
eat and has such ingredients
that not only feeds but when
come out the turtle the waste of this
they will strengthen the ecosystem where
is someone found a problem
someone raise a solution the cigarette
is not the enemy suddenly the beginning
of plastic
yes but if that cigarette was
chocolate
suddenly not if paper
suddenly not if they were a cookie
suddenly you did not have in your
wallet or in his jacket a cigarette
you
the problem itself is not the cigarette
problems that we do things wrong and
here we come to the third problem where
I have a confrontation with the Pope
everyone says that the cars
pollute and that the cars are bad and
the great truth that I try to sell it to
my dad
today I hope that you are
listening is very simple the cars do not
pollutes what pollutes is the
fuel used by cars and
way they make that combustion
because if the cars were tesla hands
I would not be thinking about cars
electric two faces one solution for
move to move the family for a
amount of things we do
behind the whole theme of cars there
an evolution of more than 100 years
where the cars were big heavy and
powerful as my dad said but with
great defects make great
consume a lot of fuel when being
powerful was making a lot of noise and for having
the heavy ones
if you crashed in the car all
the shock was absorbed by the pilot and the
people were dying because of that the cars of
and on this occasion, they are
designed in that according to the car and we
like it and that makes sense but if we see
that this has evolved want
take us a moment that you
remember that happiest moment of
all your moms and maybe the most
distressing painful and difficult to
you
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while his mom was happy
listen to that wonderful crying that the
is going to wait for the next six months it
they were distressed because they were
coming out of breathe in water to breathe
in the air
you did not know how to breathe and all the
world was pending cost of breathing
that’s why if you get the doctor take out
your hand and you put a loose
of place
you have to cry because what
it does is that the diaphragm goes up
expand the lungs and fill with
air and one begins to enter the world and to
difference from the other races not only
we cook but we do not know how to do anything
bambinazo and ran
we are not born and not have to load no
they have character do not have to do the
candidates do not have to why
for our development process as
human beings we should carry more
time in the mother’s womb more or
less 15 months saw the face of the
women from here saddled with
situation and the men obviously
worried about various reasons that
today with this we are a race that one of
its great virtues is that it has to
to learn
we have to learn and systematically
we have to reflect and rethink what
that we think is good because many
of the things we say always has
done well you do not have to do them like that
things that we thought to do the past
well today we consider and we already know that
they are wrong then we have to think
that you have to raise your voice
consumer and you have to lift it in three
fundamental points first scream that
we have to put in as consumers
treat me well serve me well meets the
promise I did not tell stories like
marketers to the I say we have an ethics
that we have to respect
If you promise that removes the
thirst
You have to remove the set if I tell you this
does not quench your thirst, you take it
perfect is your decision and as
consumers we must demand that we
fulfill the promise
second we must demand respect and
sustainability of the planet without
discussion
we are making mistakes in the
creation in production in the
marketing and in the provision
of product and here marketing has a
sin that big
we love to give pieces of paper for everyone
sides make flyers pp material what
be and that in the end is a machine
garbage and third a voice that I want
lift putting my son in the
screen and that voice is simple please
educate the consumer
Consumers do not know how to use the
products are delivered to a consumer
take a cell that félix with
cell a machine that has more
processing capacity and the one that had
the whole nasa to go to the moon and you
they finish the pile in three hours
something we are doing wrong
the clothes do not work we do not know if
buy polyester your cotton purchase
buy your purchase flat because
nobody has explained how to buy or
we just say oh so nice is the
time to raise a voice and raise it
clearly then in all the years
that I take from consumer learned two
things 1
the ability of the human being to
doing things well is impressive and
2 the capacity that the human being has
of doing things wrong is even more
awesome is torn from space me
I go back simple tips so that
you with your best first advice
buy well do not buy more
are different things is not that I buy
buy buy buy buy buy that
serves not buy things that will last you the
grandparents said with great wisdom what
cheap almost always expensive
all men do not understand why the
women have 20 pairs of shoes in the
closet
that is incomprehensible because as
men we think like men
when you think like a woman
understands that they already dominate the
opportunities and moments of consumption and
have one thing for each situation not
is that they have many shoes is that
understands that he has many moments
when the man understands that is pointed
a fundamental phrase
seven out of ten women of this
auditorium to get dressed today first thing
what they thought was what shoes I wear
all men a little guy
If they want to talk to them, the phrase is
very simple
hey what pretty shoes those who today
consumption helps us all no good
and the products do not just serve
we defend them second
question before use raise your hand
please is that you have bought a
cellular in the last two years of the
hand hold the riva the cairo manuel
what happens to us to give birth to you harper is that
I know everything to the arrogance to be
human is wonderful is that I do not wear
to tinkering and careful solved
the trap there is nothing more dangerous
for a consumer and for a brand of
a stem product have used and third
let’s think more in frequency and less in
intensity
it is not a matter of using the product is
is to spend it without using it wisely and
regulated to know what we have but
we only carry the thing is clear
house of things but we are filled with
empty because in the end nothing is going to
satisfy
when we create a product when
we observe the market we not only have
to be ethical but to understand that their
dads that taught us today
they are our students
today the children taught me dads
to play video games
the youngsters teach the dads to
get social media kids
teach teenagers how to get
to look on youtube a quantity of
youtube is that there is a system
amount of surprises and knowledge
they come to us continuously
so I want us to understand something
and I want to share it with you I think
that the human being is intelligent is
bright but it’s also dangerous and
that’s why we can be very bad and be
perverse consumers but the truth is
that the perverse is not the consumer
the perverse is the one who does not educate the
consumer and speed in the best way
that help me to demand from the government
the industry to all the trade that from
here in the future educate us so that
we consummate well and we are happier
thank you very much
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