what is an expert a question that I’m
unanswered for you today I’m going to
get you to answer for me and sorry about
this anybody you want to turn on your
phones and actually Google what the
answer is I’m going to ask you in a
moment few moments well actually the
dictionary definition of a expert course
you’re doing that talk a little bit
about family my name is polished resume
I work ideas innovations agency in
London called and akqa and a take you
any I work with many brands one which is
rolls-royce motor cars many of you will
be more than familiar with rolls-royce
is a pinnacle luxury brand and luxury is
a absolutely fascinating space to play
luxury is not just something about being
expensive most people when they think
about the true they think it’s just an
image expensive expensive is a byproduct
of red and luxury is based on things
being rare things and experiences being
made by brands which take a lot of time
clock quality of a dedication to produce
and things which create a personal
connection so a grunt delivers a and
item and objects that experience that
are feeling and what it feels special
that’s when we can catch
as it as as luxury in the past 500 years
or so ago think like spices were
incredibly rare where dem incredible
reviewers this stuff nutmeg was actually
more expensive than gold 500 years ago
pound for pound incredibly incredibly
rare and depending you have make spag
bol use numbing it was incredibly rebel
will change the world at Industrial
Revolution globalization came along and
spices became much more common and as I
became more common they became less
special people one really that bothered
by more common something to come to
losses that special peel and luxury
brands have to battle against that right
now as well luxury brands control supply
to a degree so they keep things being
injuries the joys keep things from
feeling like they’re completely common
but when you have lots of very very
beautiful an authentic-looking fakes in
market brands kind of lose control of
how rare things can be so the luxury
industry is having to adapt to the way
the world is adapting and they move into
a space where they provide rare
experiences as well as read
rare experience is like going into a
store and the shop assistant knowing
your name knowing the order that you
place last night extending the
relationship past the point of purchase
so that when you are over a product you
start a relationship with the program
that feels special special about that
and all that has come about because the
world has changed those rare experiences
are where the luxury market has had
certain routes and wants to say special
and create something that the fakers
can’t copy so Industrial Revolution
globalization these concepts have
changed the way the world works right
now we’re in a space of the information
age and the world is changing yes again
how does this album impact on how we
live our lives day today and I’ll circle
back now to the question what is that
sort of couple of people over that way
that we’re looking down
phones did anybody actually come up with
a definition for wise expert no okay
now okay so the fact that you don’t
necessarily have to be and it’s got the
stores of information nowadays you have
instant access to information it’s
ubiquitous is everywhere is changing our
idea of house when we can be seen as an
exploit if as Malcolm Gladwell puts it
it takes 10,000 hours to pick on an
expert to prove deliberate practice then
can we shorten that time frame now
because we have access to information
directly circular search we think about
finding can collect things of store
things in our minds but for a way to
become an expert we can just access this
information age is showing that that
space so let’s imagine somebody which is
dedicated their lives to being
completely absorbed in a particular
subject of professor of some soft and
then a student with an iphone ask them
relatively straightforward question
which has a fact-based answer and
they’re both going to come back with the
same thing
but that he’s storing information his
mind the fact that this person is
accessing information out in the wild
they both gave us the same point just
using different methods so is our idea
of our an expert is changing can we all
be seen as experts in lots more things
that we were previously I think they
were moving from state where as a
society we need to cancer guy as an
expert somebody who is collecting
information so we can store information
there my moving from information
collection to information application
being able to use information that is
given to us much more exciting than just
trying to store it and cram it and save
it on your mind so we think of another
example of how democratized information
which is shared around through what is
at the heart Information Age the
computerized information the digital
sharing I think of another scenario of
how that that’s that will play out
definition that we found was one that so
when it was knowledgeable off or skilful
in particular area telenet phone so
let’s think about something with a
particular skill the thing about a stunt
car driver Hollywood film productions
will want to really leverage his skills
so they can actually create awesome
dramatic exciting explode
build stunts or car lots it done and we
have somebody a woman who is no
experience in dragon wars over has no
license has never even sat in the
driver’s seat of a car SAT behind wheel
but she has an interest in how these
things are put together can she be
through the Information Age be
considered an expert in can be able to
create stuff let’s think about some
crazy stunts cartoons over a helicopter
through building para rolled over a few
times Lanza McDonald’s drive-through
orders a box of chicken selects and
drive off into the sunset that’s the
kind of thing that you would be able to
model if she gains access to the kind of
information which is available to us
through ball so much driving cars were
collecting a lot of information and data
that way on our cars interact with
whether instructed time today and type
of other cars you can also find out more
information about the wait design is the
group level of tights be visit to
involved in jumping over L about
something like that you can apply all of
that information into a model that you
can then apply to build out the stunt so
she can with some robotics and also
autonomous driving car to build a way to
execute a stump so very very different
methods but because information is
available was in a way they never
husband before we can actually all the
time experts and things that
traditionally would invade so she had a
lot of information but there was one
really think that she needed to be able
to actually execute all of that I
actually applied information and that
thing was imagination and this is where
I we might wait to actually get to a
point your imagination is the most
spectacular wonderful thing that any of
you are is the one thing that will see
you through your entire professional
personal lives and it’s the one thing
that allows you to use creative it’s
easily why new ways of interpreting and
using all the information which is our
penises vaccination is the most
important thing that you need to keep it
healthy cubic vibrant basically of doing
that are you real we’re doing that he’s
feeding it with lots and lots of
inspiration and the great thing about
that is that inspiration is wonderfully
fun to go a gummy and in that
apprenticeship we combine people with
very very different skills very very
different disciplines or backgrounds and
we encourage their imaginations to find
products and find solutions to
things that already exist or damages
things like wayfinding apps and systems
to allow people to navigate around
unfamiliar cities a way of finding 3d
models of skateboard trip so they can be
replayed and work with that and even a
birdhouse a connected birdhouse that can
allow cities to track the population and
migration of birds this student these
apprentices have no ontological
background was over what they were able
to create these create these products
based on the information that they take
out in the imagination of they apply so
Polly with my talk right now is use your
imagination feed it with lots and lots
of inspiration and then you can go out and you’ll be able to shave oil
unanswered for you today I’m going to
get you to answer for me and sorry about
this anybody you want to turn on your
phones and actually Google what the
answer is I’m going to ask you in a
moment few moments well actually the
dictionary definition of a expert course
you’re doing that talk a little bit
about family my name is polished resume
I work ideas innovations agency in
London called and akqa and a take you
any I work with many brands one which is
rolls-royce motor cars many of you will
be more than familiar with rolls-royce
is a pinnacle luxury brand and luxury is
a absolutely fascinating space to play
luxury is not just something about being
expensive most people when they think
about the true they think it’s just an
image expensive expensive is a byproduct
of red and luxury is based on things
being rare things and experiences being
made by brands which take a lot of time
clock quality of a dedication to produce
and things which create a personal
connection so a grunt delivers a and
item and objects that experience that
are feeling and what it feels special
that’s when we can catch
as it as as luxury in the past 500 years
or so ago think like spices were
incredibly rare where dem incredible
reviewers this stuff nutmeg was actually
more expensive than gold 500 years ago
pound for pound incredibly incredibly
rare and depending you have make spag
bol use numbing it was incredibly rebel
will change the world at Industrial
Revolution globalization came along and
spices became much more common and as I
became more common they became less
special people one really that bothered
by more common something to come to
losses that special peel and luxury
brands have to battle against that right
now as well luxury brands control supply
to a degree so they keep things being
injuries the joys keep things from
feeling like they’re completely common
but when you have lots of very very
beautiful an authentic-looking fakes in
market brands kind of lose control of
how rare things can be so the luxury
industry is having to adapt to the way
the world is adapting and they move into
a space where they provide rare
experiences as well as read
rare experience is like going into a
store and the shop assistant knowing
your name knowing the order that you
place last night extending the
relationship past the point of purchase
so that when you are over a product you
start a relationship with the program
that feels special special about that
and all that has come about because the
world has changed those rare experiences
are where the luxury market has had
certain routes and wants to say special
and create something that the fakers
can’t copy so Industrial Revolution
globalization these concepts have
changed the way the world works right
now we’re in a space of the information
age and the world is changing yes again
how does this album impact on how we
live our lives day today and I’ll circle
back now to the question what is that
sort of couple of people over that way
that we’re looking down
phones did anybody actually come up with
a definition for wise expert no okay
now okay so the fact that you don’t
necessarily have to be and it’s got the
stores of information nowadays you have
instant access to information it’s
ubiquitous is everywhere is changing our
idea of house when we can be seen as an
exploit if as Malcolm Gladwell puts it
it takes 10,000 hours to pick on an
expert to prove deliberate practice then
can we shorten that time frame now
because we have access to information
directly circular search we think about
finding can collect things of store
things in our minds but for a way to
become an expert we can just access this
information age is showing that that
space so let’s imagine somebody which is
dedicated their lives to being
completely absorbed in a particular
subject of professor of some soft and
then a student with an iphone ask them
relatively straightforward question
which has a fact-based answer and
they’re both going to come back with the
same thing
but that he’s storing information his
mind the fact that this person is
accessing information out in the wild
they both gave us the same point just
using different methods so is our idea
of our an expert is changing can we all
be seen as experts in lots more things
that we were previously I think they
were moving from state where as a
society we need to cancer guy as an
expert somebody who is collecting
information so we can store information
there my moving from information
collection to information application
being able to use information that is
given to us much more exciting than just
trying to store it and cram it and save
it on your mind so we think of another
example of how democratized information
which is shared around through what is
at the heart Information Age the
computerized information the digital
sharing I think of another scenario of
how that that’s that will play out
definition that we found was one that so
when it was knowledgeable off or skilful
in particular area telenet phone so
let’s think about something with a
particular skill the thing about a stunt
car driver Hollywood film productions
will want to really leverage his skills
so they can actually create awesome
dramatic exciting explode
build stunts or car lots it done and we
have somebody a woman who is no
experience in dragon wars over has no
license has never even sat in the
driver’s seat of a car SAT behind wheel
but she has an interest in how these
things are put together can she be
through the Information Age be
considered an expert in can be able to
create stuff let’s think about some
crazy stunts cartoons over a helicopter
through building para rolled over a few
times Lanza McDonald’s drive-through
orders a box of chicken selects and
drive off into the sunset that’s the
kind of thing that you would be able to
model if she gains access to the kind of
information which is available to us
through ball so much driving cars were
collecting a lot of information and data
that way on our cars interact with
whether instructed time today and type
of other cars you can also find out more
information about the wait design is the
group level of tights be visit to
involved in jumping over L about
something like that you can apply all of
that information into a model that you
can then apply to build out the stunt so
she can with some robotics and also
autonomous driving car to build a way to
execute a stump so very very different
methods but because information is
available was in a way they never
husband before we can actually all the
time experts and things that
traditionally would invade so she had a
lot of information but there was one
really think that she needed to be able
to actually execute all of that I
actually applied information and that
thing was imagination and this is where
I we might wait to actually get to a
point your imagination is the most
spectacular wonderful thing that any of
you are is the one thing that will see
you through your entire professional
personal lives and it’s the one thing
that allows you to use creative it’s
easily why new ways of interpreting and
using all the information which is our
penises vaccination is the most
important thing that you need to keep it
healthy cubic vibrant basically of doing
that are you real we’re doing that he’s
feeding it with lots and lots of
inspiration and the great thing about
that is that inspiration is wonderfully
fun to go a gummy and in that
apprenticeship we combine people with
very very different skills very very
different disciplines or backgrounds and
we encourage their imaginations to find
products and find solutions to
things that already exist or damages
things like wayfinding apps and systems
to allow people to navigate around
unfamiliar cities a way of finding 3d
models of skateboard trip so they can be
replayed and work with that and even a
birdhouse a connected birdhouse that can
allow cities to track the population and
migration of birds this student these
apprentices have no ontological
background was over what they were able
to create these create these products
based on the information that they take
out in the imagination of they apply so
Polly with my talk right now is use your
imagination feed it with lots and lots
of inspiration and then you can go out and you’ll be able to shave oil
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