[Music]
so I study people for a living
and the truth is that we all do I’m just
lucky to get paid for it which is nice
what I do is I hack people and how you
do that is by trying to figure out why
we do what we do and what we believe the
values that we have that’s where the
clues really lie and most importantly
the stories that we tell now thinking of
the earlier stories that stayed with me
that would be back in 1998 when I were
we were working on a condom brand it was
always good fun and you start talking to
people and in this case it was lorry
drivers so you know what brand you use
how do you use it what do you do after
and we learned that they toss it aside
no not really
they don’t house it aside but they
actually wash and reduce it now that
completely defeats the purpose obviously
but these did believe they were getting
great value from it by doing that that
are the root of it would who they ever
know the story if we didn’t ask them we
wouldn’t and that’s why this whole thing
becomes very very important because
occasionally you may see if they’re
really powerful movie that seems to just
connect deeper and get the truth of
where you’re at and that’s really if the
because if we don’t really get to
understand why people do what
you will never understand problems and
then you can never really have solutions
so one of the approaches that that seem
to work for me is that I have three
guidelines oh that was the whole the
condom thing and it mapley leave a lot
of jokes because we would be like do you
put it on a clothesline
I put pins on it is that computational
who watches but can be the people code
is interesting only because you never
know whatever you hear next
especially the TV and this movies can
often be pretty incredible so the first
guideline is that hypotheses are almost
always powerful in assumptions
what’s it when you have a structure or a
scientist or an academic they start with
hypotheses it’s a no brainer for them
but for us we don’t hold ourselves such
high standards so we can just be like I
believe in it so you know that is pretty
racist though so we get mad did you say
what you wanted it can be opinions it
can be biased and that’s good enough
because that’s data enough for most
people but hypotheses they sort of
demand more as opposed to an assumption
which is sort of it is very comfortable
in its certainty this is def it takes
what seems to be the case and makes it
definitely so so but the hypothesis asks
you to think more about it investigators
and understand it which is why at the
end it could be more powerful to crack
people code and an example of that in
this image many of you may have seen
this it did go viral it was a moment to
celebrate there are so many things
beautiful and lovely in different
with a feminist story and one writer
from Kolkata he described it and he
talked about how there’s this beautiful
colorful silk saris and gold in the
border there were veterans in the hair
the put their forehead and he went on
about how amazing it different was you
may see during Pongal and not as free
and during weddings on Facebook how
could you see it in this scenario was
sort of the premise and many people were
like yeah we should never judge people
by what they wear so that was and the
reason because it is we don’t typically
expect that women dressed like this
would be at the cutting edge of science
right there’s only one problem with us
pretty much all of this is mostly false
assumption because here’s what happens
these women
we’re not the scientists at a launch of
on the air they were a green stuff and
today a lot of people still believed
that they were the scientists the second
thing about the feminist story the core
team that worked on a launch of a new
yarn has 14 men off the multi men three
men were called Krishna it has that much
diversity within the men but there
really weren’t at the we started hearing
stories of the women two years later
with DBC to the feature so you may have
read later Corrigan
but not at the time that this really
came on because what most of people saw
was this and the final thing is that if
you actually did study fashion and what
women working women for older women tend
to wear sari because what’s considered
formal is sari or Western and not a lot
of 45 plus year old women tend to wear
western clothes so it’s not that unusual
so when we look at something like this
and think that the clothes don’t tell us
anything that could be wrong only
because clothes or the mother lode of
data about people they talk about our
values they talk about our Jesus
statements that we want to make so the
even sort of like looking at these women
and saying that not understanding what
it shows about what these senior women
are about it is like looking at
backpacker players at Scotland and
saying oh my golly my skirts it just
relieves more but our own cultural
ignorance then it does anything about
these people
so hypotheses are more powerful than
assumptions because assumptions let us
sit in a comfortable cloud of ignorance
while hypotheses demand that we sort of
like take a light and move forward and
try to investigate and understand better
the other thing that happens when I tell
people what I do is they ask to talk to
people don’t they lie to you maybe
Houston says everybody lies and it gives
life better than most people so isn’t
that the case what I do find is that
genuine begins genuine meaning that if
you are genuine people who d genuine
right back to you and most people really
want to share stories they want to tell
you there’s a listening that is
the world over and we don’t generally
get to listen to people honestly telling
you what they think
see researchers are not the police we
don’t reach confessions over people we
just want to know what really is going
on and you have the choice to tell and
usually people do they want to tell you
what’s going on and when they do
something beautiful happens they sort of
start understanding more about
themselves their work their homes their
relationship with their spouse this
visceral power of an open and genuine
conversation it unlocks their own world
but what we do find though is that
sometimes people can be misinformed and
an example of that would be like I was
speaking to someone who Shops at
people’s are and I said what brand you
get there is it Dolce Gabanna a big
dessert so and then I was like are you
sure and then later on I find out he’s
talking about a brand called DJ and you
see I’ve shown a cipolla loosely Adam
beautiful act shown it twice and asked a
group of housewives what they just saw
they were so confident that it was at
Kellogg’s who said yeah so and also if
you talk about things like in fashion I
say so what do you like to wear and
someone be like pass those it turns out
that they’re talking about Palacios now
it’s easy to say that your people are
misguided they don’t know what they’re
talking about and that sort of thing but
this is what happens when you have a
country where English is not the first
language literacy in literacy levels
vary a lot so it’s just bummed to happen
then and people not everyone cares very
deeply about everything people who just
care about what they get about they
don’t care
world so their fathers don’t understand
that because when you can get simple
things like this wrong example or you
can watch this guy for after the
snapchat controversy and he gives four
and all that you say that you know what
an idiot and he’s obviously he’s like
easy social media bait and people can
have their fun with it but the thing is
that if this was more widespread than we
like to believe and we we are all given
to do we in as well so if it’s gonna be
like that with something simple then you
have to think about if you have tougher
more complex things like why do I wear a
teacher I’m a Hindu who eats beef and
why do I do that why do girls really not
do as well in careers with math and
science so when you have things like
this then it’s important to have the
genuine conversations with a lot more
people and that’s the only way you
really get to know these truths and you
can find the solutions then to make some
of these things better another example
also is fairness games he was talking
about why do people use fairness creams
and but ever so often in India this kind
of happens on a cycle that it is huge
you’re saying it’s racist it’s
manipulative the marketers preying on
our insecurities you hear all of these
things are being said about fairness
people isn’t something like say an
debate over a company are not will get
on board and tell us how the actors are
selling themselves out know that and
that’s a very fair view to hold but it’s
also important to know why then is it
that 3000 crore illegal industry not
just in linear but it’s not just about
us and our skin and our issues from
Japan which is one of the biggest
markets were screen like me from Japan
to Australia to Asia America
Africa this is a huge huge deal in fact
by 2020 it’s expected to be twenty three
billion dollars why then would that
happen what really is working and one of
the things is that it does speak to cold
and when that happens then it’s
obviously a lot more complicated you got
this state that is beautiful that’s not
how you change something this if you
actually did speak to people who who do
you spend Springs you will hear some of
these things you they don’t care about
racism they don’t care about redress
illness these are not things that they
think about but what they do care about
is being accepted being respected
feeling desirable these are the
currencies that they crave for and it’s
not that easy for them someone like not
even many of us here can say you know
what I don’t like this question and I’m
just happy that I am dark they don’t
have it’s not enough everyone’s life is
that easy and people they want that
social approval they move as a group so
then what really happens with them they
use this new supreme because it gives
them something they pair it on their
faces because for them it’s like an
author that allows them to face the
battle of daily life that’s the code
that it cracks and if you try to remove
that armor it weakens them so then why
would they give it up that these again
this is one of the reasons why this
keeps coming up again and again and yet
it doesn’t really change anything
because these people are not really
listening to a medium those point of
view on this particular issue so what I
just did about this whole going deeper
ask the question why do you do these
people have my deposit of good on it and
that’s not here you wanna tell you
anything you need to dig deeper you need
to get beyond the surface of that skin
to the soul to that emotional
underpinning to that code below and it
happens only when you know what you’re
doing to talk to a lot of people about
it and you’re willing to listen have a
genuine conversation so that whole
process is called unraveling the why it
just doesn’t come that easily and
immediately now the question you can ask
is shouldn’t these people though don’t
they actually also preferred
light-skinned it’s a definition sure it
is
shouldn’t we as a nation sort of
challenge this and think that’s
prejudicial towards dark-skinned so we
should but if you go about telling
people you’re stupid you’re different
you’re racist you lose a little that
maybe doesn’t achieve anything it’s sort
of like going on social media and saying
lift up and and things like that
because that doesn’t really attack the
core we don’t necessary to attack Takota
such as much as understand it but
without that otherwise we just think
after service and especially what we’re
looking for is really a positive change
why is bad not as much as we want it to
me why is it feel a certain way
why shouldn’t they get about that why
can we not the other question that comes
along with this is how far do we really
want to go because not everybody is
willing I have a second I have these
hypotheses here’s my checklist that’s
not the way it really works
found on social media and that’s okay we
can have fun we get repeated that we can
have really dark jokes all of that is
absolutely fine
but if we truly care about some things
why more people stop using plastic as
much as they do because it hurts the
environment is a serious question so if
you really would have understand that by
this accusing people who use and throw
plastic that doesn’t again change the
status quo it becomes critical then to
figure out what the hypotheses are to
have a genuine conversation off with one
but with many people who do this is
figure out various perspectives and then
finally to unravel that why and figure
out the code now people are complex
they’re diverse they’re fascinating and
there are so many stories that we need
to know and this is just one way we can
get to that I don’t care that it has all
of the answers but it definitely has
started because unless we understand
where people come from it’s going to be
very tough for us to move forward
[Applause]
so I study people for a living
and the truth is that we all do I’m just
lucky to get paid for it which is nice
what I do is I hack people and how you
do that is by trying to figure out why
we do what we do and what we believe the
values that we have that’s where the
clues really lie and most importantly
the stories that we tell now thinking of
the earlier stories that stayed with me
that would be back in 1998 when I were
we were working on a condom brand it was
always good fun and you start talking to
people and in this case it was lorry
drivers so you know what brand you use
how do you use it what do you do after
and we learned that they toss it aside
no not really
they don’t house it aside but they
actually wash and reduce it now that
completely defeats the purpose obviously
but these did believe they were getting
great value from it by doing that that
are the root of it would who they ever
know the story if we didn’t ask them we
wouldn’t and that’s why this whole thing
becomes very very important because
occasionally you may see if they’re
really powerful movie that seems to just
connect deeper and get the truth of
where you’re at and that’s really if the
because if we don’t really get to
understand why people do what
you will never understand problems and
then you can never really have solutions
so one of the approaches that that seem
to work for me is that I have three
guidelines oh that was the whole the
condom thing and it mapley leave a lot
of jokes because we would be like do you
put it on a clothesline
I put pins on it is that computational
who watches but can be the people code
is interesting only because you never
know whatever you hear next
especially the TV and this movies can
often be pretty incredible so the first
guideline is that hypotheses are almost
always powerful in assumptions
what’s it when you have a structure or a
scientist or an academic they start with
hypotheses it’s a no brainer for them
but for us we don’t hold ourselves such
high standards so we can just be like I
believe in it so you know that is pretty
racist though so we get mad did you say
what you wanted it can be opinions it
can be biased and that’s good enough
because that’s data enough for most
people but hypotheses they sort of
demand more as opposed to an assumption
which is sort of it is very comfortable
in its certainty this is def it takes
what seems to be the case and makes it
definitely so so but the hypothesis asks
you to think more about it investigators
and understand it which is why at the
end it could be more powerful to crack
people code and an example of that in
this image many of you may have seen
this it did go viral it was a moment to
celebrate there are so many things
beautiful and lovely in different
with a feminist story and one writer
from Kolkata he described it and he
talked about how there’s this beautiful
colorful silk saris and gold in the
border there were veterans in the hair
the put their forehead and he went on
about how amazing it different was you
may see during Pongal and not as free
and during weddings on Facebook how
could you see it in this scenario was
sort of the premise and many people were
like yeah we should never judge people
by what they wear so that was and the
reason because it is we don’t typically
expect that women dressed like this
would be at the cutting edge of science
right there’s only one problem with us
pretty much all of this is mostly false
assumption because here’s what happens
these women
we’re not the scientists at a launch of
on the air they were a green stuff and
today a lot of people still believed
that they were the scientists the second
thing about the feminist story the core
team that worked on a launch of a new
yarn has 14 men off the multi men three
men were called Krishna it has that much
diversity within the men but there
really weren’t at the we started hearing
stories of the women two years later
with DBC to the feature so you may have
read later Corrigan
but not at the time that this really
came on because what most of people saw
was this and the final thing is that if
you actually did study fashion and what
women working women for older women tend
to wear sari because what’s considered
formal is sari or Western and not a lot
of 45 plus year old women tend to wear
western clothes so it’s not that unusual
so when we look at something like this
and think that the clothes don’t tell us
anything that could be wrong only
because clothes or the mother lode of
data about people they talk about our
values they talk about our Jesus
statements that we want to make so the
even sort of like looking at these women
and saying that not understanding what
it shows about what these senior women
are about it is like looking at
backpacker players at Scotland and
saying oh my golly my skirts it just
relieves more but our own cultural
ignorance then it does anything about
these people
so hypotheses are more powerful than
assumptions because assumptions let us
sit in a comfortable cloud of ignorance
while hypotheses demand that we sort of
like take a light and move forward and
try to investigate and understand better
the other thing that happens when I tell
people what I do is they ask to talk to
people don’t they lie to you maybe
Houston says everybody lies and it gives
life better than most people so isn’t
that the case what I do find is that
genuine begins genuine meaning that if
you are genuine people who d genuine
right back to you and most people really
want to share stories they want to tell
you there’s a listening that is
the world over and we don’t generally
get to listen to people honestly telling
you what they think
see researchers are not the police we
don’t reach confessions over people we
just want to know what really is going
on and you have the choice to tell and
usually people do they want to tell you
what’s going on and when they do
something beautiful happens they sort of
start understanding more about
themselves their work their homes their
relationship with their spouse this
visceral power of an open and genuine
conversation it unlocks their own world
but what we do find though is that
sometimes people can be misinformed and
an example of that would be like I was
speaking to someone who Shops at
people’s are and I said what brand you
get there is it Dolce Gabanna a big
dessert so and then I was like are you
sure and then later on I find out he’s
talking about a brand called DJ and you
see I’ve shown a cipolla loosely Adam
beautiful act shown it twice and asked a
group of housewives what they just saw
they were so confident that it was at
Kellogg’s who said yeah so and also if
you talk about things like in fashion I
say so what do you like to wear and
someone be like pass those it turns out
that they’re talking about Palacios now
it’s easy to say that your people are
misguided they don’t know what they’re
talking about and that sort of thing but
this is what happens when you have a
country where English is not the first
language literacy in literacy levels
vary a lot so it’s just bummed to happen
then and people not everyone cares very
deeply about everything people who just
care about what they get about they
don’t care
world so their fathers don’t understand
that because when you can get simple
things like this wrong example or you
can watch this guy for after the
snapchat controversy and he gives four
and all that you say that you know what
an idiot and he’s obviously he’s like
easy social media bait and people can
have their fun with it but the thing is
that if this was more widespread than we
like to believe and we we are all given
to do we in as well so if it’s gonna be
like that with something simple then you
have to think about if you have tougher
more complex things like why do I wear a
teacher I’m a Hindu who eats beef and
why do I do that why do girls really not
do as well in careers with math and
science so when you have things like
this then it’s important to have the
genuine conversations with a lot more
people and that’s the only way you
really get to know these truths and you
can find the solutions then to make some
of these things better another example
also is fairness games he was talking
about why do people use fairness creams
and but ever so often in India this kind
of happens on a cycle that it is huge
you’re saying it’s racist it’s
manipulative the marketers preying on
our insecurities you hear all of these
things are being said about fairness
people isn’t something like say an
debate over a company are not will get
on board and tell us how the actors are
selling themselves out know that and
that’s a very fair view to hold but it’s
also important to know why then is it
that 3000 crore illegal industry not
just in linear but it’s not just about
us and our skin and our issues from
Japan which is one of the biggest
markets were screen like me from Japan
to Australia to Asia America
Africa this is a huge huge deal in fact
by 2020 it’s expected to be twenty three
billion dollars why then would that
happen what really is working and one of
the things is that it does speak to cold
and when that happens then it’s
obviously a lot more complicated you got
this state that is beautiful that’s not
how you change something this if you
actually did speak to people who who do
you spend Springs you will hear some of
these things you they don’t care about
racism they don’t care about redress
illness these are not things that they
think about but what they do care about
is being accepted being respected
feeling desirable these are the
currencies that they crave for and it’s
not that easy for them someone like not
even many of us here can say you know
what I don’t like this question and I’m
just happy that I am dark they don’t
have it’s not enough everyone’s life is
that easy and people they want that
social approval they move as a group so
then what really happens with them they
use this new supreme because it gives
them something they pair it on their
faces because for them it’s like an
author that allows them to face the
battle of daily life that’s the code
that it cracks and if you try to remove
that armor it weakens them so then why
would they give it up that these again
this is one of the reasons why this
keeps coming up again and again and yet
it doesn’t really change anything
because these people are not really
listening to a medium those point of
view on this particular issue so what I
just did about this whole going deeper
ask the question why do you do these
people have my deposit of good on it and
that’s not here you wanna tell you
anything you need to dig deeper you need
to get beyond the surface of that skin
to the soul to that emotional
underpinning to that code below and it
happens only when you know what you’re
doing to talk to a lot of people about
it and you’re willing to listen have a
genuine conversation so that whole
process is called unraveling the why it
just doesn’t come that easily and
immediately now the question you can ask
is shouldn’t these people though don’t
they actually also preferred
light-skinned it’s a definition sure it
is
shouldn’t we as a nation sort of
challenge this and think that’s
prejudicial towards dark-skinned so we
should but if you go about telling
people you’re stupid you’re different
you’re racist you lose a little that
maybe doesn’t achieve anything it’s sort
of like going on social media and saying
lift up and and things like that
because that doesn’t really attack the
core we don’t necessary to attack Takota
such as much as understand it but
without that otherwise we just think
after service and especially what we’re
looking for is really a positive change
why is bad not as much as we want it to
me why is it feel a certain way
why shouldn’t they get about that why
can we not the other question that comes
along with this is how far do we really
want to go because not everybody is
willing I have a second I have these
hypotheses here’s my checklist that’s
not the way it really works
found on social media and that’s okay we
can have fun we get repeated that we can
have really dark jokes all of that is
absolutely fine
but if we truly care about some things
why more people stop using plastic as
much as they do because it hurts the
environment is a serious question so if
you really would have understand that by
this accusing people who use and throw
plastic that doesn’t again change the
status quo it becomes critical then to
figure out what the hypotheses are to
have a genuine conversation off with one
but with many people who do this is
figure out various perspectives and then
finally to unravel that why and figure
out the code now people are complex
they’re diverse they’re fascinating and
there are so many stories that we need
to know and this is just one way we can
get to that I don’t care that it has all
of the answers but it definitely has
started because unless we understand
where people come from it’s going to be
very tough for us to move forward
[Applause]
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