The four-letter code to selling anything | Derek Thompson | TEDxBinghamtonUniversity
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- Опубліковано 7 тра 2018
- Why do we like what we like? Raymond Loewy, the father of industrial design, had a theory. He was the all-star 20th-century designer of the Coca-Cola fountain and Lucky Strike pack; the modern sports car, locomotive, Greyhound bus and tractor; the interior of the first NASA spaceship; and the egg-shaped pencil sharpener. How did one man understand what consumers wanted from so many different areas of life? His grand theory of popularity was called MAYA: Most advanced yet acceptable. He said humans are torn between two opposing forces: neophilia, a love of new things; and neophobia; a fear of anything that’s too new. Hits, he said, live at the perfect intersection of novelty and familiarity. They are familiar surprises. In this talk, I’ll explain how Loewy’s theory has been validated by hundreds of years of research - and how we can all use it to make hits. Derek Thompson is a senior editor at The Atlantic, where he writes about economics, technology and media. He is a news analyst with NPR's afternoon show “Here and Now," appearing weekly on Mondays, and an on-air contributor to CBS News. The recipient of several honors, including the 2016 Best in Business award for Columns and Commentary from the Society of American Business Editors and Writers, he is the author of the national bestselling book Hit Makers: How to Succeed in an Age of Distraction. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx
“To sell something familiar, you must make it surprising and to sell something surprising, you must make it familiar.” How stimulating! 🔥
Why is this?! Either way it’s interesting 🤨 I’m going to pay attention to this in-life.
🐂💩. You must satisfy a need, do it well and do it better than the competition. A saleswoman can surprise me by flashing her 🍈. But I won’t pay $100,000 per year just for that surprise. But if you make software that can help me predict stock with a 80% chance finding moonshot ones, you can make a sale.
thank you! this sentence + MAYA means dont need to watch the whole video.
"A window to a new world, can also show you home" - Powerful thought.
Forrest Fenn has tapped into such wisdom.
I didn't know I was the theory of everything
You just skipped to the end!
"To get that window, buy windows 10 at 50$"
Genius 🌟
Sometimes it takes someone to explain something that we already know before we can digest it. excellent talk.
I find this a lot. That you intuitively understand something, could never explain it, and when someone tells you it in plain English you are surprised. Even though you've been doing it and know how it works. Its still a surprise to hear it explained plainly.
Nice
If you can't explain it to a five year's old, you don't understand it enough, you just know it. There's a difference.
go watch some jordan peterson videos on "the middle path"
That's why this method works.
Raymond Loewy - I have learned more about the world I live in from UA-cam than all the years I spent in school.
Data Juggler - Exactly. Me too
Yes, same here.
FACTSATION
Ditto 😔
I am an Artist/Musician and I have always struggled with the fact that '' No one knows what they like , they only like what they know.
i am a builder mate and i have same problem looks like it is our problem what the other like
I am an Artist/Musician and I have always struggled.
Yeah! And that's why I feel a sense of relief when I find people whose critical thinking has led them to constantly look for more insights than their own in order to have a sounder judgement on anything they like, love or hate.
I can agree with that
Not so sure: I took up Classical Music at 60. Found I knew many of the melodies but did not know title or composer, or diff betw/ concerto or symphony, etc. Almost 12 yrs later, still learning but know instantly whether I want to hear it again or not!.
10 key points from this talk:
For thousands of years, people have asked themselves why we like what we like.
The ancient Greeks believed that the golden ratio was a formula for beauty, popularity, and human affinity.
The Enlightenment thinkers believed that there was a formula for aesthetics.
In modern times, companies and advertisers use novelty as a variable in their formula for appealing to consumers.
However, according to the mere-exposure effect, people actually prefer familiarity over novelty.
Familiarity can be seen in the preference for familiar chord structures and timbers in music, the popularity of sequels and adaptations in movies, and the preference for familiar versions of one's own face.
The preference for familiarity may be rooted in evolution, as recognizing familiar plants and animals would have been beneficial for hunter-gatherers.
People also tend to prefer familiar brands and products, as they offer a sense of comfort and reliability.
Familiarity can even affect our perception of time, with people estimating that familiar activities take less time to complete.
While novelty may initially be appealing, familiarity ultimately leads to greater enjoyment and satisfaction.
Are you sure about the two last points? I don't think they were mentioned in the ted talk
@@czech-in8897yeah what?
It is interesting that while we understand the concept of familiarity, we call it crime to alienate alien. This is exactly the point where forced multi-culture fails. It is deep rooted and this is how languages, nations, cultures began, fought and exist. I doubt that globalist woke multi-culture has future...
One of the best TED talks I've ever heard.
For sure.
@@bethm3152 FMP
I agree. Well spoken.
@@bethm3152 koop da r4rrrrt
I thought it was going to be some random marketing strategy lecture. in a way it was ofcourse, but still interesting.
This is what I call “Slingshot Principle”. (You have to move people back, to their very comfy zones first, to push them forward)
I noticed this pattern in my first year of design education and I think anyone interested in design will somehow notice it with their instincts.
How can apply this to sales?
Example of how u use it in design
Good morning. Interesting. The Slingshot Principle.
That's another great way to put it
In neuromotor reprogramming we say, “meet them where they are, take them where they’re not.”
MAYA - this was echoed in the 1998 book, "The 48 Laws of Power". In there, Robert Greene conveyed one of my favorite quotes, surprisingly from a book with such tension in it's conveyance of the human condition of power... "The mind must not wander from goal to goal, or be distracted from success by its sense of purpose. What is concentrated, coherent, and connected to it's past has power. What is dissipated, divided, and distended rots and falls to the ground". In short, people seek a clear message. The need that message to fit into their referential context within their mind. Innovation is compelling when it is focused, clear, and connects to what we can understand (acceptable). Interesting talk and thank you for sharing.
Most Advanced Yet Acceptable. ...people wants new things but with the taste of old ....to have a feeling of familiarity
Abhishek Singh so true... I'd still fcuk my ex if only she'd get some new tits.
@@mrpancakeguy that's a unique approach pancake I hope you didn't pay for those
Abhishek Singh - 👍THANK YOU!!! He WAS losing me quickly!!
Nostalgia, by Veidt.
@@mrpancakeguy Nice👍👏😊 one,,,,,,, 😅😂😆
Today I learned about Raymond Loewy and I'm glad I did. It's like finally discovering which artist was behind those songs you heard so often, only for design.
This is definitely one of the most informative and fluid Tedx Talks I have heard in the past 3 years. Thank You, Derek Thompson, for your brilliance and insight.
Totally agree with you, Keith.
After long time I find a TED talk that is amazingly helpful for Business purpose and talking about some actual valid formulas and principles that can help in any event of life.
This is a very good TED talk, most of them now and days are personal experience nonsense. Finally some Talks with Content again!
thanks for this comment- i swear i was thinking the same thing. yeah this is based on real logic, wide-ranging date and econmic theories
truth. that's why I don't spend money on seminars anymore they only talk about their success.
true - but he misspells "loewi's" so badly. he was french, not american, if he's such a big fan he might pay the respect and pronounce his name right. anyway I agree, loewi's known for "the man who designed america".
Yeah and they call this storytelling
Absolutely one of the best TED talks out there!
"a window to a new world can also show you home"
beautiful!!
Can you pls explain this line. I don't understand it
This is so amazing.
I am 56 years young and had always been embarrassed buying almost the same clothes and almost the same shoes each time I go shopping and the strange thing had been I am willing to pay more for a high end brand but for something supposedly new but still almost the same and familiar in the end.
I discussed that with my friends and they admitted to have the same experience.
Perhaps the basic tastes never change or perhaps there is a comfort zone for all of us which we never want to leave or all fashions and fads are just a temporary experiment?
Thanks Derek for the wonderful talk!
sale man should courage you into new surprisingly model but you still so familiar! Maybe next time
I have been wondering about what I heard on TV once that said that people get stuck wearing the same thing with age. I don't know if that is true, nonetheless I wondered what would cause this.
At some point, I imagine that people find what they feel they look good in. Over the years we try things on and some things are too itchy, too baggy, don't frame our bodies right, and some things check all the positive attributes. Assuming our bodies don't change too much, why would people change their look once they have things figured out, except to stay in line with a fashion that will only cycle back toward what you prefer.
Hm...
Some brands are better quality than others-sometimes regardless of price. Do the brands you buy last longer than other brands you have previously tried? Does a higher price in your specific experience mean higher quality--therefore longevity, therefore you wear the item for years?
I felt like that when i was 19
Even if I try some radically different look, there is still the whole old comfort zone wardrobe I gravitate towards. If I really like the new radical look, the old clothes get slowly replaced by the new look. So my old comfort zone sloooowly transforms into the "new" comfort zone.
It depends on meaning. Depending on your life, getting cool clothing can be useless. It depends. Then you will find you are willing to buy a cool new car. Not everything is useful to everyone at all times.
When I was younger, I couldnt wait to buy the coolest phone that came out. I bought the latest and hottest. Then i just stopped caring. At some point I realised the conversations I was having, their quality was much better at making me happy and giving me value than getting the latest phone.
Usefulness and value to you are pretty much it.
This is the best ted talk I have seen in a long time. Simply beautiful how human minds work.
they just brainwashed you, wake up
I was thinking of a topic that I will present, i search and search and until I was stuck of this video. I was inspired to reflect on his lecture. You are absolutely brilliant speaker.
Excellent talk. Easy to follow and tremendously insightful. As an entrepreneur navigating bringing innovation to the market this talk explains so well the challenges and the reasons we face them. Thank you!
Excellent talk. This can apply to a lot of things, and I feel as though it will help me in making progress on a lot of different fronts. Thank you!
YOOOOOO is that why songs that have stolen lyrics from great songs become hits?
and stolen/hidden beats/rhythm
stolen? lol You mean "sampled" or "interpolated".
Stolen melodies and sampling expecially in the hip hop era did not help. I once heard that MC Hammer is the only one who paid James Brown during that time for his sampled music, then later, is friend Lynn Collins had to sue to get paid for the sampling of her hit, "Think" which became a summer classic when "It Takes Two ( to make a thing go right)" was a smash hit by Rob Bass and & DJ EZ Rock in 1988.
Nah hits become hits becaude they are published and promoted by the biggest record companies
Hey Olai, I agree that there was a huge push in monolithic rec and publishiers pushing music out in the past, I have a second viewpint though
. due to growth of streaming plaforms and social media the wave is not independant unsiged artists making promoting themselves, and in my views he MAYA approach is what gives the "refreshing" vibes back to the new music which sticks :)
I'm relatively new to binging on Ted Talks, but this is the best one I've seen yet.. excellent premise and even better delivery of the premise.. Well done Sir
Me too & am wondering where they find all of these speakers. Can anyone tell me?
They don´t just step out and speak like that. There is a lot of hard work behind it and preparing for one talk like that, it takes a lot of time. Search "master presentation" "public speaking", etc. on Google and UA-cam. There is even a book: Talk Like a Ted. It is a whole science, that involves the structure of the speech, the rules of using the supporting materials, tone of voice, the information value itself obviously, etc.
I agree as well.
You should definitely watch 'Starts with Why' by Simon Sinek then!
Yes this is a first class Ted talk. I have been a broker for many years and had forgotten about the art of piggybacking a clients perspective to make the pitch land more conservatively. Great stuff mate.
Even the best DJs do the same thing...they put really famous song at the first place..then a paid new song in second and then again a very famous song and so on.....familiar-New-familiar-New-familiar....the same thing happens on radio. Wonderful insight..Loved it.
That’s what creativity is. You see a piece of art then you make it your own better version it’s never something new because there’s nothing new under the sun. It’s just a transformation of what was already created.
DooYouEvenLiftBro I love that saying. I believe it was Buddha who said that
This is it! This is what I needed for my product. A way to explain it to the old way of doing something by integrating and combining it with the new way. Thanks Derek Thompson.
What is your product if you don't mind me asking?
As an African American woman with a "La" name.... I am so appreciative of this talk. The concept of familiar surprises really resonates with me.
One of the most insightful and at the same time the smoothest Ted talks I've ever seen. Elegant.
6:45 Code = MAYA - "Most Advanced Yet Acceptable"
Good name in my book
Marco Bianco - 👍THANK YOU!!! He WAS losing me quickly!!
I owe you 21 minutes
Thanks dawg
He tried to show us how we shouldn't only be happy with what we currently have but instead keep pushing forward for success and develop and changlling what is deemed impossible by others so that we can be seen as an outcast rather than being able to fit in.
This is such a great speech. The names thing was so good. I'm a fan of this man.
Wow. I like the way how he made his speech so familiar with common examples. It made people to give him the attention.
MAYA: Sanskrit for "illusion".
Perfect.
Thanks @TomK Sanatan Dharma (aka Hinduism) believes in plurality and vasudeva kutumbakam ( we are all one family, whether we know or accept it).
What prevents this worldview of sprit -i-one , based upon superficial differences of nations, culture, skintone, narrow religious beliefs is called MAYA, the engine of duality and seperation in our perception. MAYA is the cause of the prevailing insanities ruling GAIA today 🙏
My goodness. He ended this speech so beautifully it brought me to tears. Thank you, Autopay. I doubt I would have selected this myself.
He's so right about this and this is correct in a global or better yet, universal level. I see this with all living things. I sing professionally, and have realized this at my engagements. Now, I'm recording professionally and have discovered that I would need to mix up familiarities for my original works before introducing something completely "new" or unfamiliar. Knowing your audience is key when it comes to entertaining them.
I’m was looking for a dissertation topic for my MSc Gastronomy and stumbled onto Derek’s talk. WOW. I think I’m getting closer to what I want to do.
Omnivore’s dilemma: the struggle of neophilia and neophobia of Scottish travellers in a new country between choosing a sandwich from Marks & Spencer or a heritage food from a local shop.
Brilliant talk, great understanding of the subject, and I learned about someone I'd never heard of before - who turns out to be a massive influencer - looking forward to more talks from this speaker, Ted - put him on the main stage!
I also learned of him via this talk. The Atlantic is an excellent sources of well-written, multi-perspective, and insightful articles. When they write about mainstream news, they cover it in fresh and meaningful ways that actually engages me to learn and think.
Like you never got all the excitement, joy and discovery the first time. There's so much there more to see...
So good, I've been talking about this and the polarisation with left and right, leave and remain, masks and anti masks etc... Being able to see from the other person's viewpoint and start there, rather than shoe horn your way of thinking. It helps the conversation and we grow by working together. Unity is the only way forward but the powers that be prefer us divided. This Ted talk has helped a lot and I want to do one now. Thanks x
You call that thing empathy.
Dude delivered some brilliant points, undoubtedly true... what’s scary is the question he answered at the end, and how the government meddles in the development of people’s “tastes”. We see it in our school systems, and I do t like the idea of rogue teachers imposing their bias on our children. This exposes the importance of the family unit, and teaching our own children to be good people.
100 percent, it feels incredibly Orwellian.
This is much like the Overton Window by Glen Beck...just a slow shifting of the viewpoint.
I bet a 100$ this guy is a poet. It felt like a combination of Poetry Slam and a lecture about psychology marketing
Yes, a nice little flow.
He is a writer and an author.
The only thing better than discovering something new, is discovering the same thing again just like the first time
Very interesting! Even looking at the new technology ( internet, phones...) we may think it is a completely new invention but looking deep into the context, it is somehow linked to the way people used to share information! For example, when you look at the way internet works and compare it to how post offices work, you will find a close similarity.
Amazing presentation! And so interesting that what he's really saying is that we always seek a balance between _order_ (the familiar/known/explored) and _chaos_ (the surprising/new/unexplored)
He explained this quite elegantly 👏🏿👏🏿👏🏿 very much enjoyed it
perfect talk, thanks for sharing it with us
One of the most engaging TED talks I've ever watched
Agree with other comments here - the best TED talk I've seen so far :) I think I need to check if there are some other videos with Derek Thompson in UA-cam - this guy has gift for sharing his knowledge with others in super interesting way.
Genius! 🌟
He said the secret to debates is starting with their point and slowly showing them how it actually leaks into your point.... genius!
Amazing talk. This dude is going to more places.
That last line was the perfect line to end any speech ever!
One of THEE BEST talks I've seen in a long time. Bravo!!
@@manswind3417 no, "thee" ... I meant what I said
@@definitelynotRoberto my bad
One of the best tedtalks, and I've heard so many.
I am watching this to prepare my speech for a small group 😊
I hope I make the audience feel great.
I grew up in Binghamton. The town has gone way down hill since IBM outsourced its manufacturing to China. (1980’s) My only hope is that there are thousands of Binghamton’s in China now. Middle class thriving and supporting the upper class and development (intellectual physical material spiritual emotional) great place to grow up
This is the most genius business related ted talk ever
Kudos to Derek - excellent speech!!
He talks about how important something familiar to you is the one aspect that you will be biased too, which can be caused by numerous, but the aspect he talks about this mere exposure effect where you would prefer something you are familiar with rather than something that you arent and that he brings up the example of your own face which is something that most of us will see than anyone else, he also talks about MAYA (Most Advanced Yet Acceptable ) and he also bring up the topic about how he talks about Raymond Loewy, very sophisticated and interesting talk.
I honestly can't tell if you are agreeing, disagreeing, or just recapping what he said.
Thank you Derek Thompson this TED Talk was very Helpful!
I've watched a lot of ted talks, and this is one of the few that is profoundly insightful
Try out 'More than comedy' talk.
Easily one of my favorite Ted Talks!
6:44 BLEW MY MIND TO BITS AND PIECES .
IT SHOOK MY CONSCIOUSNESS TO ANOTHER LEVEL.
MAYA - Most Advanced Yet Acceptable.
THIS EXPLAINS EVERYTHING ! trust me .
Exceptionally well done. Thank you.
INCREDIBLE talk. Beautifully presented and thoroughly researched.
Brilliant! This dude is on another level!
Awesome Talk ! Thank You For Sharing It.
Moral Foundations Theory: always more beneficial when debating with someone else to begin with their code of ethics(first principles) and then show how slowwalking their code of ethics towards the center might make their position leak into your position. All debate involves a form of Ideologocial Advertising...make it mild, make it familiar. 17:44 - 18:18. Rich Content!
This is vital, slow walk their base idiology towards realizing that their current choices don't get them closer to their ideals. I'll have to think about how to do it well... The Main problem is that people are sure they know that the result of the opposite base beliefs are disaster...
Great speech, you inspired many of us. Thanks.
I most definitely need to watch this speech over and take out a notepad.Excellent Talk brother...looking fwd to more informative speeches from him.
It might be true. This familiarity applies to the conventional screenplay structure. Majority of the ACT-1 is dedicated to engage the viewer with familiar cues of life, as one knows it. Then the unknown/unseen comes into picture. Good point.
This was definitely one of the best talks I've ever seen in my life. It's in words now. Thank you Derek Thompson
Agree. If you have never read it, try The Atlantic. It makes sense since he is an editor there; I can see the connection between how well he delivered his message via words and how well those articles are written.
Best TED talk I’ve ever watched. Kudos
Excellent learning tool. I appreciate attaining new knowledge daily. Thank You.
Thumbs up!!! One of the most educational Ted Talks, I've experienced!!
Excellent research and delivery. Bravo.
Really insightful talk. Props to Derek Thompson, and Raymond Loewy, and TED.
excellent talk - thanks for putting this together, must have taken so much work! 🙂 Appreciate you!
Fabulous Ted talk, Bravo.
Very informative and Influential.
This gives me hope for the youth and the future of America. Great composure, great delivery. Well done!
this made me more wary of marketers, advertisers, politicians and propagandists in general. essentially with the wrong intent you can use this technique to influence others (or the most susceptible) to adopt a certain ideology, belief, taste or system that can be radically contratry to their present one by making it resonant (familiar) with the existant one.
*shivers*
True
an eyeopening speech i have ever seen on product development
A window to a new world can also show you home. ❤️
17:34 Insouciance, my word for the day - casual lack of concern; indifference.
We had a rule at the pool hall I grew up in no more than 3 syllables were allowed.
I had to look it up! Word of the week.
I heard him use this and thought, "Yes! I have got to find a way to insert this into at least four conversations this week! I haven't expanded anyone's vocabulary in a while!" lol.
Which is mostly true. I did introduce a room full of people to the concept of an empathetic misanthrope recently. :)
My first time ever hearing of this surprisingly
Great talk…delivered with such confidence.
Such a beautiful speech 💙
17: 46 the art of persuasion.
the moral foundations theory:
When debating with somebody, to begin with their first principles / code of ethics.
How awesome the tactic is !
Its me, I'm that Samantha
Wow. Easily in my top 3 TedX Talka
Brilliant talk. MAYA. I’m going to listen to this again.
8:48
Little bit of familiarity :
This is the reason why filmmakers like Quintin tarrantino are popular. They take elements from famous and popular film and genres, then they add something unexpected, revolutionary to it.
Great Talk! Great Storyteller!
“A window to a new world can also show you home”
- great quote.
Was this a original quote from derek Thompson or
Ramond loewy?
was that said about the famous rocket window looking at earth?
one of the best ted talks ever
Most valuable message I have heard in decades. What a sincere, nonreproductive message, straight to the heart. Thank you.
This is one of the most informative speeches I’ve heard.
It would've been nice to have some slides too for those who need some visual stimulation
Dude, deadly insight. Thank you. I will be sure to apply these arguments.
I watched a second video of Derek Thompson in which he pretty much says the same things (I did not know it of course). He talks about the 1953 Studebaker in the other video as well. Now, I am anything but a car guy - for me it is 'A to B' and that is all. Now, I was born in the mid-1970s but the most famous car that I am aware of is the '57 Chevy. Cultural references to the '57 Chevy are a dime a dozen. I hadn't even heard of the 1953 Studebaker until this presentation (and the other one).
Great talk, great speaker, thanks !
Amazing, definitely sharing that with my students here in Brazil.
Dang! Impressive.. I'll use this in my lectures right on, bravo!