Crema para quitar lo feo | Eduardo Caccia | TEDxColegioHebreoTarbut

[Music]

I bring you a product made is the good

The bad news is that I think that

It ended because they approached me several

people told me that it was not for

but they all had some

familiar to some neighbor and maybe they

may like

I love the title of this event

because it has to do with how we see the

life as we see things and I during

For a long time I was obsessed

try to understand how he thinks

consumer

how to understand the consumer is like the

dream of all marketers because

all and make a machine that can

read the mind of the consumer to be able to

tell him exactly this is what

you want and you want it

well I can not cheat because the

neuromarketing is not that

neuromarketing is not a world of

electrodes connected to the brain of the

people where a machine is going to

say exactly what people want

neuromarketing is something more complete and

he invited them to this trip

This photograph was taken in Las Vegas

and I say that I have clients thanks to

that this friend is lying

he wants a few cents and then he

he makes the funny saying

it truly says the truth but in the

real life consumers are not like that

direct in real life you have to

interpret what people say no

really understand the words of how

People say it and this led me to

several discoveries for example

he has always asked me this is the

basement of the city of mexico take the

photography from a nearby rooftop

because people meet in a circle

because not framed or in triangle or in

a straight line

what is the secret instruction that makes

that this group

I formed as

If someone had painted on the floor

a pretty as we call the little ball

there it is then we come inheriting a

behavior that we are not

aware and that has a lot to do

with our past

We go to San Diego where I lived for a few years

they are the dads of the soccer team

of my son

they are all Americans are

nailing the team flag on the

pasture and in that moment that I bring the

camera it occurs to me to shout to them put on

as soldiers and automatically as

if they had received an instruction

magic everyone started to put a

expression on your face very similar to a

certainly victory attitude

I got the experiment because all

these Americans got out of their

brain

the words soldiers flag that

for many years his instruction

school their cultural system their way of

life has inculcated them

just that way I explain how the friend of the

right of dark glasses

he has the face of a sergeant pimp he just

to kill I do not know how many Japanese

if I had tried to say

put yourself like the soldiers that one of

flag wrapped them do

as he was going to throw it vacuum

I still would not be waiting for me

I messed up the zip code but about

everything I was wrong of cultural code

then the environment in which we

we develop is essential to take

decisions and that does not say a device

in a new laboratory

what the social sciences say as the

anthropology , psychology semiotics

which is the study of symbols and

meanings

see if this is not populate imagine a

fictional story a foreigner will

ask a Mexican

where can I buy fresh chicken here in

puebla and the Mexican who wants it

screen

it says good as cool as cool

go to the municipal market reaches the

alien from this scene and he is horrified

she says Mexican wild

This is a chicken if he is rightly

the country as it is because because

had in his mind that of fresh chicken

your country with the color of your country with the

packaging of your country when you confront the

Mexican and tells you how you sent me

this place

this chicken is yellow is sick the

Mexico says yours is sick

pale as a dead and also in a

plastic bag as if it were a

corpse in the morgue

then who is right if the two

they are talking about fresh chicken

we have to have humility to understand

that we do not have the answer of what the

consumer wants and what the consumer

wants depends on your cultural code

that’s why I want you to take this

idea I do not know if you already have a business or

you are going to open a business

but the most important thing is not what

sells is what it means what

you sell

let’s see the example we have of a

Chinese shirt side that is worth in the

wholesale 50 cents

on the other side Chinese shirt that has been

multiplied by 70 times its value to see

I want you to listen to me 70 times its value

not double 70 times and we pay it with

taste

we would be stupid consumers for

pay 70 times its value there is not something that

justifies the price the value of a

symbol that is on one side and that does not

is the other is he the only difference

It is a symbol

that’s why I would like it at once and

for their whole life they will take the idea of

what is the symbolic value the value

of the symbol that means that it is more

important the meaning of what

sells is that what you sell and this what

we can see in this way there are three

ways in which people value things

the functional and emotional and especially the

symbolic

this means that if you want to innovate

not only and you do not go in the functional

but also in the meaning not

functional that I sell and there all the

world can answer but the symbolic

it’s because I sell it what is the most

powerful for which my brand exists and

that I should communicate when

you find that reason that value

symbolic is much easier to inspire

innovations out of the box yes and by

that I repeat again is not what

You sell is what you sell

and to enter this world of the

symbols other meanings I make them

this test you do not have in front and you have

a rifle shoots shoots the hand

no longer saw what to shoot

assuming you like the farm but

there are people who have not raised their hands

maybe some see one thing and others see another

which then Reality

can help the partner who has not

seen that shoot him or not worry

that ‘s what the photoshop that great

tool to reveal the reality I’m going

from here it would be with some friends I’m not

hunter I like the photo and I see

that the first day of hunting very

early it was a very foggy day all the

world points and there is something that

I did not see and although they told me that there

was the deer I could not see it

what because I did not have the learning

of the hunter’s clinical eye

I had learned to see deer in a

zoo with a cage with a sign

so that the second day my brain

and they are new connections and I could not see

although I did not shoot him he looks or does not look and

the third day

that was a feast you see or you do not see

to the human being who b1 b2 b3 b4 who sees

5 to make the doping and b 5

with trust

there are five deer multiplied as

rabbits were appearing

if we do not see them, it is because we have

learned to see deer in zoo see

or learn to see deer is to learn to

detect opportunities in real life

we can have them in front of us but

if we are not with tec connected with the

intention to see we are not going to see them

and this is where this great product comes

have you ever sent me this photograph and

I put it in the drawer of things

sympathetic mexican sparklers

but one day I said to see

think a bit this should actually

be the title for a conference of yours

imagine how many people are going to buy

signatures that here by the way I do not see

anyone can buy me but

let’s do the following exercise

what’s different about this

because this promises you this and not

this is exactly this but it does not say

we would feel offended because the

deeper truths by which

we do things many times they are

hidden are not on the surface is

what is called an insight

something that might make you feel

embarrassed a person but when you

you know what the meaning of what sells

it’s something powerful you do not need to say it

never heard a man a woman

they came in counter and say give me cream

to remove the ugly no no but the

double action please I’m not going to

listen if our brain compares

permanently and what you have left of

choice in case one day you have to

make a quote do not just put

a price with two prices or three prices

for your brain to compare which of the

two orange circles is bigger

Lent boy or both are the same

size of course is an illusion

optics

if I removed the context it is much more

easy for the brain to decide already

dresses

but if I put the context your brain will

has cheated

but there is a price that may seem more

boy or bigger depending on what

put off so we have a

maximum we say every time someone

deny your price raise your value what

what you have to do is raise the value

because at a fixed price that you raise

is the value that communicates everything that

does for you that Kristen did not know the

Same price is seen machiko build

value is a matter of finding your value

symbolic and give it the importance that

warrants your brand

and well finally I would like it to be

will be left with this idea the brain is the

great editor of our reality

the brain is really the one that sees and lives

depending on what you have learned on

brain makes up things according to

what we call your prejudices

that’s why when you have opposite in a

desert of this wonderful country to a

group of deer and you do not see them think

which is maybe your knowledge that you

has impeded many thanks

after a