thank you so much for coming out to support Ted it’s really important but I
support Ted it’s really important but I
support Ted it’s really important but I I hate it when people applaud before you
I hate it when people applaud before you
I hate it when people applaud before you speak because it just sets the bar so
speak because it just sets the bar so
speak because it just sets the bar so high so it’s the Summer of Love 1967 but
high so it’s the Summer of Love 1967 but
high so it’s the Summer of Love 1967 but I’m not in haight-ashbury I’m working at
I’m not in haight-ashbury I’m working at
I’m not in haight-ashbury I’m working at a state mental hospital outside of
a state mental hospital outside of
a state mental hospital outside of Detroit as a psychiatric for aid an
Detroit as a psychiatric for aid an
Detroit as a psychiatric for aid an award for cute schizophrenics I had
award for cute schizophrenics I had
award for cute schizophrenics I had always been fascinated by the human mind
always been fascinated by the human mind
always been fascinated by the human mind one of my earliest memories is of asking
one of my earliest memories is of asking
one of my earliest memories is of asking my mother when I was five years old how
my mother when I was five years old how
my mother when I was five years old how I could know that anything real existed
I could know that anything real existed
I could know that anything real existed outside of my head when she assured me
outside of my head when she assured me
outside of my head when she assured me that she was indeed real I wasn’t in any
that she was indeed real I wasn’t in any
that she was indeed real I wasn’t in any way convinced walking through the locked
way convinced walking through the locked
way convinced walking through the locked door under the hospital ward was
door under the hospital ward was
door under the hospital ward was entering another reality Ludwig was
entering another reality Ludwig was
entering another reality Ludwig was nervously pacing the hall as always
nervously pacing the hall as always
nervously pacing the hall as always repeating red light green light red
repeating red light green light red
repeating red light green light red light green light Bruce is in the day
light green light Bruce is in the day
light green light Bruce is in the day room delivering a speech from
room delivering a speech from
room delivering a speech from meticulously prepared notes to an unseen
meticulously prepared notes to an unseen
meticulously prepared notes to an unseen audience that wasn’t at all happy with
audience that wasn’t at all happy with
audience that wasn’t at all happy with what he had to say but of all my
what he had to say but of all my
what he had to say but of all my patients I found Peter the most
patients I found Peter the most
patients I found Peter the most disconcerting he would come up to me and
disconcerting he would come up to me and
disconcerting he would come up to me and say you think I’m crazy don’t you and
say you think I’m crazy don’t you and
say you think I’m crazy don’t you and despite my denials he would continue you
despite my denials he would continue you
despite my denials he would continue you think I’m crazy don’t you
think I’m crazy don’t you
think I’m crazy don’t you well you’re the crazy one I’d roof over
well you’re the crazy one I’d roof over
well you’re the crazy one I’d roof over my head three meals a day all the
my head three meals a day all the
my head three meals a day all the television I can watch and I don’t have
television I can watch and I don’t have
television I can watch and I don’t have to do a thing you have to come here and
to do a thing you have to come here and
to do a thing you have to come here and work every day I had to admit the
work every day I had to admit the
work every day I had to admit the validity of Peters logic and there was
validity of Peters logic and there was
validity of Peters logic and there was no reasoning him out of it nor could I
no reasoning him out of it nor could I
no reasoning him out of it nor could I convinced Ludwig that he didn’t need
convinced Ludwig that he didn’t need
convinced Ludwig that he didn’t need stoplights to ward off his demons or
stoplights to ward off his demons or
stoplights to ward off his demons or Bruce that the hostile audience wasn’t
Bruce that the hostile audience wasn’t
Bruce that the hostile audience wasn’t real I could see that my patients lived
real I could see that my patients lived
real I could see that my patients lived in a world of their own making and I had
in a world of their own making and I had
in a world of their own making and I had to ask whether we all did I wasn’t the
to ask whether we all did I wasn’t the
to ask whether we all did I wasn’t the only one questioning this was the late
only one questioning this was the late
only one questioning this was the late 1960s and the air was filled with
1960s and the air was filled with
1960s and the air was filled with speculation about the
speculation about the
speculation about the nature of reality and the smoke that
nature of reality and the smoke that
nature of reality and the smoke that generated good deal that speculation but
generated good deal that speculation but
generated good deal that speculation but it wasn’t just idle speculation if the
it wasn’t just idle speculation if the
it wasn’t just idle speculation if the world existed in our heads and we
world existed in our heads and we
world existed in our heads and we changed our heads then we could change
changed our heads then we could change
changed our heads then we could change the world and the 60s was about both
some years later I found myself teaching
some years later I found myself teaching at a remarkably undistinguished college
at a remarkably undistinguished college
at a remarkably undistinguished college in the small New England town while I
in the small New England town while I
in the small New England town while I was there this pristine little village
was there this pristine little village
was there this pristine little village was wracked by controversy the town had
was wracked by controversy the town had
was wracked by controversy the town had agreed to sell developers a ski around
agreed to sell developers a ski around
agreed to sell developers a ski around the outskirts and they then come back
the outskirts and they then come back
the outskirts and they then come back and requested a zoning variance to build
and requested a zoning variance to build
and requested a zoning variance to build runs condominiums alongside the runs
runs condominiums alongside the runs
runs condominiums alongside the runs half the town was in favor because of
half the town was in favor because of
half the town was in favor because of the promised economic benefit half was
the promised economic benefit half was
the promised economic benefit half was opposed because what they feared it
opposed because what they feared it
opposed because what they feared it would do to the quality of life so town
would do to the quality of life so town
would do to the quality of life so town hall meeting was called to decide the
hall meeting was called to decide the
hall meeting was called to decide the question the developers were up first
question the developers were up first
question the developers were up first they presented a compelling argument
they presented a compelling argument
they presented a compelling argument that seemed to preempt any possible
that seemed to preempt any possible
that seemed to preempt any possible objections when they were done the
objections when they were done the
objections when they were done the moderator called for comments you know
moderator called for comments you know
moderator called for comments you know old Yankee stood up in the back of the
old Yankee stood up in the back of the
old Yankee stood up in the back of the room looked at the developers and said I
room looked at the developers and said I
room looked at the developers and said I don’t know nothing about all these
don’t know nothing about all these
don’t know nothing about all these numbers and you do seem like nice
numbers and you do seem like nice
numbers and you do seem like nice fellers to me but you know you request
fellers to me but you know you request
fellers to me but you know you request for a zoning variance reminds me of a
for a zoning variance reminds me of a
for a zoning variance reminds me of a friend that’s always got to have a
friend that’s always got to have a
friend that’s always got to have a pickle with a sandwich for lunch I mean
pickle with a sandwich for lunch I mean
pickle with a sandwich for lunch I mean it takes the bite of the sandwich then I
it takes the bite of the sandwich then I
it takes the bite of the sandwich then I bite of the pickle then another bite of
bite of the pickle then another bite of
bite of the pickle then another bite of the sandwich and another bite of the
the sandwich and another bite of the
the sandwich and another bite of the pickle but it’s only when he’s finished
pickle but it’s only when he’s finished
pickle but it’s only when he’s finished both did he feel satisfied gentlemen
both did he feel satisfied gentlemen
both did he feel satisfied gentlemen you’re asking for one hell of a big
you’re asking for one hell of a big
you’re asking for one hell of a big pickle and with that he sat down the
pickle and with that he sat down the
pickle and with that he sat down the room is completely quiet because nobody
room is completely quiet because nobody
room is completely quiet because nobody had any idea what he was talking about
had any idea what he was talking about
had any idea what he was talking about but after a few moments there was a
but after a few moments there was a
but after a few moments there was a little bit of laughter on the back and
little bit of laughter on the back and
little bit of laughter on the back and the laughter built and built and built
the laughter built and built and built
the laughter built and built and built until a roar swept through the hall
until a roar swept through the hall
until a roar swept through the hall I suspect the laughter came from the
I suspect the laughter came from the
I suspect the laughter came from the ridiculous comparison of a multi-million
ridiculous comparison of a multi-million
ridiculous comparison of a multi-million dollar development to what is a rather
dollar development to what is a rather
dollar development to what is a rather silly food but a pickle also means a
silly food but a pickle also means a
silly food but a pickle also means a difficult situation and the townspeople
difficult situation and the townspeople
difficult situation and the townspeople got the message from that point on the
got the message from that point on the
got the message from that point on the development was known as one hell of a
development was known as one hell of a
development was known as one hell of a big pick
big pick
big pick when a vote was called the zoning
when a vote was called the zoning
when a vote was called the zoning variance was soundly defeated a mere
variance was soundly defeated a mere
variance was soundly defeated a mere story overcame the formidable resources
story overcame the formidable resources
story overcame the formidable resources and impeccable logic of the developers
and impeccable logic of the developers
and impeccable logic of the developers now while the developers very well may
now while the developers very well may
now while the developers very well may have existed outside of the minds of the
have existed outside of the minds of the
have existed outside of the minds of the townspeople
townspeople
townspeople what was going on inside their minds
what was going on inside their minds
what was going on inside their minds determined how they thought and felt
determined how they thought and felt
determined how they thought and felt about the development how could a simple
about the development how could a simple
about the development how could a simple story about a pickle change that so
story about a pickle change that so
story about a pickle change that so profoundly it just didn’t seem
profoundly it just didn’t seem
profoundly it just didn’t seem reasonable and it wasn’t the
reasonable and it wasn’t the
reasonable and it wasn’t the neuroscientist Antonio Damasio scanned
neuroscientist Antonio Damasio scanned
neuroscientist Antonio Damasio scanned the brains of subjects playing a simple
the brains of subjects playing a simple
the brains of subjects playing a simple gambling game and found that they made
gambling game and found that they made
gambling game and found that they made their decisions emotionally if reason
their decisions emotionally if reason
their decisions emotionally if reason had any role at all to play It was as an
had any role at all to play It was as an
had any role at all to play It was as an after-the-fact justification for a
after-the-fact justification for a
after-the-fact justification for a decision that had already been made
decision that had already been made
decision that had already been made stories are thoughts wrapped in emotions
stories are thoughts wrapped in emotions
stories are thoughts wrapped in emotions so the pickle story went white at the
so the pickle story went white at the
so the pickle story went white at the decision making of the townspeople a
decision making of the townspeople a
decision making of the townspeople a story is told by Michael Gazzaniga about
story is told by Michael Gazzaniga about
story is told by Michael Gazzaniga about being called in for consultation at
being called in for consultation at
being called in for consultation at sloan-kettering Memorial Hospital in New
sloan-kettering Memorial Hospital in New
sloan-kettering Memorial Hospital in New York City the patient had a lesion in
York City the patient had a lesion in
York City the patient had a lesion in the area of a brain responsible for
the area of a brain responsible for
the area of a brain responsible for location in space but all of her other
location in space but all of her other
location in space but all of her other cognitive functioning was just fine
cognitive functioning was just fine
cognitive functioning was just fine after about 15 minutes of the standard
after about 15 minutes of the standard
after about 15 minutes of the standard diagnostic questioning Gazzaniga asked
diagnostic questioning Gazzaniga asked
diagnostic questioning Gazzaniga asked her where she was she responded doctor I
her where she was she responded doctor I
her where she was she responded doctor I know you’re not gonna believe me because
know you’re not gonna believe me because
know you’re not gonna believe me because the other doctors don’t but I’m in my
the other doctors don’t but I’m in my
the other doctors don’t but I’m in my house in Freeport Maine well if you’re
house in Freeport Maine well if you’re
house in Freeport Maine well if you’re in your house Gazzaniga asked how do you
in your house Gazzaniga asked how do you
in your house Gazzaniga asked how do you explain that bank of elevators outside
explain that bank of elevators outside
explain that bank of elevators outside the door without missing a beat she
the door without missing a beat she
the door without missing a beat she answered you have no idea the amount of
answered you have no idea the amount of
answered you have no idea the amount of time and money it took me to have those
time and money it took me to have those
time and money it took me to have those installed
installed
installed now clearly she was making it up as she
now clearly she was making it up as she
now clearly she was making it up as she was going along but it was real to her
was going along but it was real to her
was going along but it was real to her bezanika bleeds we all make it up as we
bezanika bleeds we all make it up as we
bezanika bleeds we all make it up as we go along
go along
go along does our reason is no more than a story
does our reason is no more than a story
does our reason is no more than a story we tell ourselves and the physical world
we tell ourselves and the physical world
we tell ourselves and the physical world of bricks and mortar conforms to it now
of bricks and mortar conforms to it now
of bricks and mortar conforms to it now when I’m in a discussion with someone I
when I’m in a discussion with someone I
when I’m in a discussion with someone I recognize that they’re probably telling
recognize that they’re probably telling
recognize that they’re probably telling themselves a story that is immune to my
themselves a story that is immune to my
themselves a story that is immune to my reasoning and I know that I’m telling a
reasoning and I know that I’m telling a
reasoning and I know that I’m telling a story
story
story it is immune to the errors hopefully it
it is immune to the errors hopefully it
it is immune to the errors hopefully it makes me just a little bit more
makes me just a little bit more
makes me just a little bit more open-minded but thinking that were
open-minded but thinking that were
open-minded but thinking that were rational calculators of costs and
rational calculators of costs and
rational calculators of costs and benefits is an illusion not all that
benefits is an illusion not all that
benefits is an illusion not all that different from those of my patients in
different from those of my patients in
different from those of my patients in the mental hospital we are storytellers
the mental hospital we are storytellers
the mental hospital we are storytellers but some of us tell more comfortable
but some of us tell more comfortable
but some of us tell more comfortable stories than others if we encounter a
stories than others if we encounter a
stories than others if we encounter a story that’s more attractive we take it
story that’s more attractive we take it
story that’s more attractive we take it as our own a study at Princeton in 2010
as our own a study at Princeton in 2010
as our own a study at Princeton in 2010 found that when we’re listening to a
found that when we’re listening to a
found that when we’re listening to a story
story
story our brains begin to mirror the same
our brains begin to mirror the same
our brains begin to mirror the same pattern of activation as the storyteller
pattern of activation as the storyteller
pattern of activation as the storyteller if we encounter a more attractive story
if we encounter a more attractive story
if we encounter a more attractive story we’re gonna take it as ours and the most
we’re gonna take it as ours and the most
we’re gonna take it as ours and the most attractive stories are aspirational all
attractive stories are aspirational all
attractive stories are aspirational all great leaders tell an aspirational
great leaders tell an aspirational
great leaders tell an aspirational narrative with the promise of a
narrative with the promise of a
narrative with the promise of a transformation at the end one that were
transformation at the end one that were
transformation at the end one that were even willing to sacrifice to attain
advertisers have long sold as an
advertisers have long sold as an aspiration ours if we buy their product
aspiration ours if we buy their product
aspiration ours if we buy their product those of us with too much disposable
those of us with too much disposable
those of us with too much disposable income aren’t immune and will buy the
income aren’t immune and will buy the
income aren’t immune and will buy the product even when the promise
product even when the promise
product even when the promise transformation is beyond the bounds of
transformation is beyond the bounds of
transformation is beyond the bounds of reason Steve Jobs understood that story
reason Steve Jobs understood that story
reason Steve Jobs understood that story is our user interface and he built the
is our user interface and he built the
is our user interface and he built the most valuable company in the world by
most valuable company in the world by
most valuable company in the world by turning it into theater those of us that
turning it into theater those of us that
turning it into theater those of us that own an iPhone probably stole hold on to
own an iPhone probably stole hold on to
own an iPhone probably stole hold on to the attractively designed box even if
the attractively designed box even if
the attractively designed box even if there’s no reason to it’s
there’s no reason to it’s
there’s no reason to it’s chapter in the story Apple is telling
chapter in the story Apple is telling
chapter in the story Apple is telling the customer the next chapter opening
the customer the next chapter opening
the customer the next chapter opening the box when you hold the top of the
the box when you hold the top of the
the box when you hold the top of the iPhone box it takes precisely seven
iPhone box it takes precisely seven
iPhone box it takes precisely seven seconds for the bottom to drop out Apple
seconds for the bottom to drop out Apple
seconds for the bottom to drop out Apple calls it the box drop test and all of
calls it the box drop test and all of
calls it the box drop test and all of their packaging must pass it why the
their packaging must pass it why the
their packaging must pass it why the delay Apple wants to build anticipation
delay Apple wants to build anticipation
delay Apple wants to build anticipation just like the suspense in a story so
just like the suspense in a story so
just like the suspense in a story so that the climax of your aspiration for
that the climax of your aspiration for
that the climax of your aspiration for that new phone is as satisfying as it
that new phone is as satisfying as it
that new phone is as satisfying as it can possibly be I’m a storyteller in the
can possibly be I’m a storyteller in the
can possibly be I’m a storyteller in the corporate world helping my clients
corporate world helping my clients
corporate world helping my clients create and tell narratives because they
create and tell narratives because they
create and tell narratives because they fill in the details business plans leave
fill in the details business plans leave
fill in the details business plans leave out and they’re far more engaging a set
out and they’re far more engaging a set
out and they’re far more engaging a set of objectives can only cover so much of
of objectives can only cover so much of
of objectives can only cover so much of what people need to do but an
what people need to do but an
what people need to do but an aspirational narrative ensures that
aspirational narrative ensures that
aspirational narrative ensures that everyone knows what to do in every
everyone knows what to do in every
everyone knows what to do in every situation like not just creating a
situation like not just creating a
situation like not just creating a package for a product but creating an
package for a product but creating an
package for a product but creating an experience for a customer it builds
experience for a customer it builds
experience for a customer it builds loyalty the story the organization tells
loyalty the story the organization tells
loyalty the story the organization tells itself is its culture and the best
itself is its culture and the best
itself is its culture and the best leaders make it their top priority to
leaders make it their top priority to
leaders make it their top priority to shape it a story is so much more than
shape it a story is so much more than
shape it a story is so much more than just a simple anecdote to illustrate a
just a simple anecdote to illustrate a
just a simple anecdote to illustrate a point a story is a lanús to view the
point a story is a lanús to view the
point a story is a lanús to view the world and a lever to transform it
world and a lever to transform it
world and a lever to transform it knowing that stories drive reason
knowing that stories drive reason
knowing that stories drive reason enables us to use reason to drive
enables us to use reason to drive
enables us to use reason to drive stories we can infer the story that
stories we can infer the story that
stories we can infer the story that others are telling and then we can shape
others are telling and then we can shape
others are telling and then we can shape ours so that we obtain the outcomes that
ours so that we obtain the outcomes that
ours so that we obtain the outcomes that we need everything is fair game for the
we need everything is fair game for the
we need everything is fair game for the storytelling in mind including itself
storytelling in mind including itself
storytelling in mind including itself while we are the story we tell ourselves
while we are the story we tell ourselves
while we are the story we tell ourselves we can consciously decide to tell
we can consciously decide to tell
we can consciously decide to tell another tell ourselves a story about how
another tell ourselves a story about how
another tell ourselves a story about how confident talented and contented we are
confident talented and contented we are
confident talented and contented we are and that’s who will become the more we
and that’s who will become the more we
and that’s who will become the more we tell it the more its embedded in neural
tell it the more its embedded in neural
tell it the more its embedded in neural networks and the more it becomes our
networks and the more it becomes our
networks and the more it becomes our reality
reality
reality so the answer to my childhood question
so the answer to my childhood question
so the answer to my childhood question what is real is the story we choose to
what is real is the story we choose to
what is real is the story we choose to tell ourselves and we might as well tell
tell ourselves and we might as well tell
tell ourselves and we might as well tell it so we all live happily ever after
it so we all live happily ever after
it so we all live happily ever after thank you
thank you
thank you [Applause]
”
Be First to Comment