[Music]
[Applause]
I find it funny that people don’t think
that cern actual subject to fuse
together recent this so yeah we’re going
to look at digital marketing and the
ancient Greeks nosce te Upson as
Aristotle so all know thyself in English
and no that’s not the title of my first
hip-hop album it’s a way of thinking
about truly understanding the humanity
and why we do certain things the good
news is I’m not going to give a full
speech in Latin in ancient Greek so one
of the reasons I’m obsessed with ancient
Greece is their way of thinking around
what makes humanity work and why we do
certain things they kind of makes
persuasion into fusion of art and
science and I would argue as a marketeer
they’re constantly trying to persuade
people to do things I’m really
interested in why people follow certain
famous celebrities why we buy certain
products over other products while we’re
influenced by certain behaviors if the
Greeks were first to really look at this
and make it into an art as well as how
they before me the best beard in the
whole talk Socrates also gave us a
number of tenants that we complete take
into effect today now on top of boring
Russell Crowe’s haircut and the hipster
barista beards well Aristotle left in
pupils he made up in
technology’s one of my key my favorite
things that you came up with is the kind
of science of persuasion and why we do
things and ello is hard if you look at
any compelling argument and in good
marketing campaign anything that makes
us change our behavior you’ll find logos
pathos and ethos Lobos is the logical
part of an element in its purest form it
can be things like statistical analysis
or data think things like Colgate 80% of
dentists recommend our toothpaste very
difficult to argue with the staff very
difficult to be a floss is the emotional
side of an argument think crying kittens
sad looking kids those kind of things
we’re a couple of weeks away from the
launch of the John Doe supper and they
make you spend a lot of money on people
we don’t really like once a year because
of their pathos LED advertising very
effective way now noble some papers mean
absolutely nothing if it isn’t
underpinned by ethos and ethos is the
credibility or trust as well as
credibility or Trust we also need to
align our way of thinking with whoever
we’ve been shown so if we’re being told
to do something by someone we don’t
consider a payor consider a thought
leader it means nothing
which is why cristiano ronaldo lance
350k pretty much every sponsor instagram
post he does I’m not necessarily saying
he’s a thought leader but he does make
people do things we all recognize this
guy doing mine at all – all kind of
we’re all aware of our alliance
or a labyrinth being very well kind of
repeated through our history Sasori
people are very passionate about what I
would argue is that it was also the
first bit of propaganda at the time
Athens and Crete or at all come in what
they thought announce about that time
one of the many forms that they have but
they all noumenal wine or something in
addition to so to make peace with Crete
Athens will ship off the oil girl and
give them some – or not sure you’d be
able to do that today
matrix reason may want to ignore that
Forex episode which ship off this point
ago they’ve exploded by the mine at all
and then everyone was a piece Theseus
was a local partner at the time thought
I’ve had enough of this I need more wine
and more Fame and will women I’m going
to sail off kill the mind at all and
bring his head back people obviously
this is a story probably didn’t happen
it probably wasn’t a man with a ball
there but we still want me to today and
Seth Godin one of our modern forward
thinkers that people don’t buy goods and
services they buy stories and magic has
anything really changed over that time
this was probably the worst bit of the
talk but one of my favorite Greeks well
he liked him being made up I always wear
in two phases which is completely not
true that’s a great picture so this is
Pericles Pericles was a very important
Athenian he built most of the proper
Acropolis or bio Soria including the
Parthenon as well as many other things
it was also one of the first people to
be accredited with democracy or putting
democracy into succeed either to digest
points one of the quotes attributed to
him democracy allows men to advance
because of merit instead of wealth for
inherited class very easy to say we know
that’s one of the richest people in the
world
and very famous as well but the basic
point you know as being as being one of
the things that’s be passed on from the
ancient Greeks them today we think
ancient Greece we think ethology you
think native less we think democracy and
he political monitor if Pericles hung
out online I would suggest it probably
would be on my favorite social media
channel which is ready now read it
please people that don’t know call
themselves the proper takes people to
that and one of the things that they do
is give everything in an equal playing
field so the stuff that you’ll see at
the top there has been deemed credible
or interesting by one of the peers one
of the people that are already on the on
that network so they put stuff at the
top someone’s seen this I’ve had some
faith us some ethos some logos and they
thought okay we’re going to vote that up
I think that’s probably one of the
ancient Greeks will come out can talk
about ancient Greeks and not reference
Olympians now what we do now obviously
is the Olympians came together every
four years they celebrates in the sports
and they reversed that and it was all in
honor of Zeus the king of course well
perhaps you don’t know as much about it
in these guys is that they were I would
argue some of the first influences they
made us do things everyone the spies
that you could at their sport everyone
aspires to be better something that they
take passionately but they would also
endorse products and this is something
we don’t necessarily know as much about
it would not have been uncommon for them
to have paraded around certain logos
talking about a lot of oil brands worth
whatever it was they were very clear
from oats and certain brands that make
them get that I would also like it’s
much easier to be influencer with your
latest but that’s one man from what I’m
surprised
one of my favorite animations would give
me is Brian rather than green spot
sticks if I was allowed to put it in
film gladiator later crazy for my major
so within that if you look at the
original script there was a scene where
Maximus turns to the middle of the
Colosseum and endorsed a brand of olive
oil
I promise you that’s not a joke and
Ridley Scott says we’ve got to cut back
to normal believe us kind of make me
think you know clearly at the time we
would consider these the the initial
kind of four leaders or promoters or
influences that would make us do certain
things perhaps of the one about Pericles
month gone on to Facebook but if things
really changed
Olivia make some brilliant points one of
which value Instagram now on Instagram
we take photos we have filters we make
our lives look better than they probably
are and we’re told by celebrities that
our lives can be even better if we buy
the products they’re endorsing that week
julianne hough loads of followers very
successful online so people boxed water
is better hundred thousand people and
buyer things haven’t really changed we
look up to people who are influenced by
them if our ethics along the Barrow fix
we’re very likely to do something they
told us to do home on first half felt
best bit home up obviously the grace of
Python time for debate so Lou okay I’m a
right to best poems in existence the
Iliad and the Odyssey still cited today
2750 old years later pretty phenomenal
achievement my support shown to
well Homer gave us was the Ilias so from
left to right maybe a wolf after this
we’ve got a guy named Don Achilles next
daysius diabetes parrots and Mennonites
today I’m going to focus on the guy
fourth from the left which is Odysseus
my favorite character from anything read
into my personality what you will
Odysseus was all about convincing people
to do things getting into trouble and
then talking his way out of it
but this just turns up in the scene you
know something’s going to happen
he’s an impactful character very very
very rarely gets involved in a fight he
has Achilles next step or two to the
left of him to do the fighting that
he’ll talk people into it
in fact he convinced that connects the
fighting inspired when he died so but
the main point I’m making with this one
of the key things that our Homer did is
it obviously couldn’t have pen and paper
protects talks YouTube reddit what he
had to rely on that people reciting
these stories and finding his stories
interesting enough to share them repeat
them and pass them on to the next
generation the number of ways he did
this one of which was he would borrow
chunks of poems previous times so chunks
of poems that we perhaps would have
known we’d already been sold by a mother
or father and he’d also introduce each
of the key characters with an epithet so
every time Odysseus is that these
introduced to see it’s not just the
dishes is the bleep thinking Odysseus
the witty of this year’s the intelligent
of this year’s so we might not know in
Odysseus we probably can’t relate to
having a god fight alongside us in a
battle there’s enough of us
for we can relate to someone we know
that is witty that can talk himself out
of situations and so we convinced them
he relates in this story and that’s why
one of the many reasons why these
stories work so well well so Paris the
guy from the second from riot he’s the
one who supposedly stole denim now
obviously we look at that we look at the
people that we try to emulate and
obviously now one of the things that we
did was make us feel like would have a
connection with Odysseus feel like we
know achilles we kind of know that
Achilles is hot-headed he’s going to do
something that’s though as marketeers we
try to create strapped Minds thoughts
products people see our logo and they
think I need that often they don’t need
that but we try to make them think they
do need that not much has changed really
from what then I’ve see Hermes
this is Hermes soaring obviously cool
this is Hermes got messages and a
brand’s align themselves what about
speed of delivery he didn’t actually so
building on from home and another really
popular myth that I want to look at is
now sisters probably most of us have
quote something about narcissus
narcissus as a character defending
himself but it was the most beautiful
thing in the world an echo there was a
wood nymph
now echo was she previously being
punished for something else
gods are very vengeful and punishing
like punching people she be punished for
something else she was no longer allowed
to complete her sentences so she could
only say the first part of something so
she couldn’t tell gnosis that she loved
it
he found that really annoying was way
over the top reading to her and so the
punishment nemesis made him fall in love
with his own reflection
echo distraught prayed for forgiveness
and was turned into just a sound voice
but equally
Nemus nemesis punishing those sisters in
that way didn’t ever quite get his
reflection no matter how many poems he
tried to pull her out of he was always
left frustrated parallel I’d like to
look at here building on from Olivia’s
point is this obsession with a selfie
that we have you know this this online
version that we’re trying to create of
ourselves mentioned about you know
having a bad day that you look on the
social media they’ve had a fantastic day
I’ve asked all of us to think you know
are we more in love with your online
version of ourselves we’re trying to
create or our actuality do we spend as
much time on our own thoughts well-being
and happiness as we do making sure I’ll
play the food looks brilliant for
Instagram at the moment I think we’ve
got the balance the wrong way around
there’s one to think about this guy
magnificent beards not enough clothes to
make it the best beard on the debt but
magnificent so on top of the mythology
and the forward thinking around that the
democracy storytelling at the key part
of ancient Greece was philosophy our
stott all believed that you could
categorize anything with ten key
questions those 10 sections could man
mineral these whatever it is you’d be
able to categorize it as a species we
were obsessed to put things into boxes
we it’s very confusing world will
constantly present
loads of information and we try and put
things in boxes so at tarp later then
built on this and said human man is a
featherless biped its friend
Diogenes pluck the chicken held aloft
behold a man the first algorithm being
the bunk is flawed
now our main algorithm that we use on a
daily basis is the lovely search engine
Google but every so often they make a
mistake if you go home and Google the
king of the United States you’ll be
reminded of this handsome man with us
he’s alive he didn’t just die so he’s
with us he’s no longer in power
obviously a mistake something that was
on Google for a while but I guess it
could be that’s not the diaper okay
we’re now moving into a time where we’re
becoming even more obsessed with the
means of delivery of met of messages
rather than the message themselves of
moving into a virtual reality time an
alternative reality but I would argue
there’s never been a time that we’re
more reliant on logos pathos and ethos
without statistical evidence we think I
don’t trust you you could have made this
up I need some something backed up I
need to starve it makes me read to the
bottom to say as opposed to the need
consultancy or whatever without an
emotional hook we think I don’t care
about that statistic I need to care
about it without credibility the other
two mean absolutely nothing final bid of
the day plaintain
just just the chance to show off I could
put things on top of things
this is Plato what I would say building
another viewpoint we should all be more
plato on social media
we shouldn’t be posting that we’ve had a
fantastic day if we haven’t had a
fantastic thing you shouldn’t be
spending 25 minutes until our food goes
cold Panna and instead of eating it
taking a photo of it we should enjoy it
if we’re going to post stuff online we
should be trying to think about an
emotional connection we should be trying
to provide some value
we shouldn’t be guiding we should be
promoting conversation and talking about
things with people ultimately providing
credibility providing an ethical stance
and providing that emotional work take
nothing else off this quote from Pluto
up philosopher non facit barber a beard
doesn’t make you
you
[Applause]
I find it funny that people don’t think
that cern actual subject to fuse
together recent this so yeah we’re going
to look at digital marketing and the
ancient Greeks nosce te Upson as
Aristotle so all know thyself in English
and no that’s not the title of my first
hip-hop album it’s a way of thinking
about truly understanding the humanity
and why we do certain things the good
news is I’m not going to give a full
speech in Latin in ancient Greek so one
of the reasons I’m obsessed with ancient
Greece is their way of thinking around
what makes humanity work and why we do
certain things they kind of makes
persuasion into fusion of art and
science and I would argue as a marketeer
they’re constantly trying to persuade
people to do things I’m really
interested in why people follow certain
famous celebrities why we buy certain
products over other products while we’re
influenced by certain behaviors if the
Greeks were first to really look at this
and make it into an art as well as how
they before me the best beard in the
whole talk Socrates also gave us a
number of tenants that we complete take
into effect today now on top of boring
Russell Crowe’s haircut and the hipster
barista beards well Aristotle left in
pupils he made up in
technology’s one of my key my favorite
things that you came up with is the kind
of science of persuasion and why we do
things and ello is hard if you look at
any compelling argument and in good
marketing campaign anything that makes
us change our behavior you’ll find logos
pathos and ethos Lobos is the logical
part of an element in its purest form it
can be things like statistical analysis
or data think things like Colgate 80% of
dentists recommend our toothpaste very
difficult to argue with the staff very
difficult to be a floss is the emotional
side of an argument think crying kittens
sad looking kids those kind of things
we’re a couple of weeks away from the
launch of the John Doe supper and they
make you spend a lot of money on people
we don’t really like once a year because
of their pathos LED advertising very
effective way now noble some papers mean
absolutely nothing if it isn’t
underpinned by ethos and ethos is the
credibility or trust as well as
credibility or Trust we also need to
align our way of thinking with whoever
we’ve been shown so if we’re being told
to do something by someone we don’t
consider a payor consider a thought
leader it means nothing
which is why cristiano ronaldo lance
350k pretty much every sponsor instagram
post he does I’m not necessarily saying
he’s a thought leader but he does make
people do things we all recognize this
guy doing mine at all – all kind of
we’re all aware of our alliance
or a labyrinth being very well kind of
repeated through our history Sasori
people are very passionate about what I
would argue is that it was also the
first bit of propaganda at the time
Athens and Crete or at all come in what
they thought announce about that time
one of the many forms that they have but
they all noumenal wine or something in
addition to so to make peace with Crete
Athens will ship off the oil girl and
give them some – or not sure you’d be
able to do that today
matrix reason may want to ignore that
Forex episode which ship off this point
ago they’ve exploded by the mine at all
and then everyone was a piece Theseus
was a local partner at the time thought
I’ve had enough of this I need more wine
and more Fame and will women I’m going
to sail off kill the mind at all and
bring his head back people obviously
this is a story probably didn’t happen
it probably wasn’t a man with a ball
there but we still want me to today and
Seth Godin one of our modern forward
thinkers that people don’t buy goods and
services they buy stories and magic has
anything really changed over that time
this was probably the worst bit of the
talk but one of my favorite Greeks well
he liked him being made up I always wear
in two phases which is completely not
true that’s a great picture so this is
Pericles Pericles was a very important
Athenian he built most of the proper
Acropolis or bio Soria including the
Parthenon as well as many other things
it was also one of the first people to
be accredited with democracy or putting
democracy into succeed either to digest
points one of the quotes attributed to
him democracy allows men to advance
because of merit instead of wealth for
inherited class very easy to say we know
that’s one of the richest people in the
world
and very famous as well but the basic
point you know as being as being one of
the things that’s be passed on from the
ancient Greeks them today we think
ancient Greece we think ethology you
think native less we think democracy and
he political monitor if Pericles hung
out online I would suggest it probably
would be on my favorite social media
channel which is ready now read it
please people that don’t know call
themselves the proper takes people to
that and one of the things that they do
is give everything in an equal playing
field so the stuff that you’ll see at
the top there has been deemed credible
or interesting by one of the peers one
of the people that are already on the on
that network so they put stuff at the
top someone’s seen this I’ve had some
faith us some ethos some logos and they
thought okay we’re going to vote that up
I think that’s probably one of the
ancient Greeks will come out can talk
about ancient Greeks and not reference
Olympians now what we do now obviously
is the Olympians came together every
four years they celebrates in the sports
and they reversed that and it was all in
honor of Zeus the king of course well
perhaps you don’t know as much about it
in these guys is that they were I would
argue some of the first influences they
made us do things everyone the spies
that you could at their sport everyone
aspires to be better something that they
take passionately but they would also
endorse products and this is something
we don’t necessarily know as much about
it would not have been uncommon for them
to have paraded around certain logos
talking about a lot of oil brands worth
whatever it was they were very clear
from oats and certain brands that make
them get that I would also like it’s
much easier to be influencer with your
latest but that’s one man from what I’m
surprised
one of my favorite animations would give
me is Brian rather than green spot
sticks if I was allowed to put it in
film gladiator later crazy for my major
so within that if you look at the
original script there was a scene where
Maximus turns to the middle of the
Colosseum and endorsed a brand of olive
oil
I promise you that’s not a joke and
Ridley Scott says we’ve got to cut back
to normal believe us kind of make me
think you know clearly at the time we
would consider these the the initial
kind of four leaders or promoters or
influences that would make us do certain
things perhaps of the one about Pericles
month gone on to Facebook but if things
really changed
Olivia make some brilliant points one of
which value Instagram now on Instagram
we take photos we have filters we make
our lives look better than they probably
are and we’re told by celebrities that
our lives can be even better if we buy
the products they’re endorsing that week
julianne hough loads of followers very
successful online so people boxed water
is better hundred thousand people and
buyer things haven’t really changed we
look up to people who are influenced by
them if our ethics along the Barrow fix
we’re very likely to do something they
told us to do home on first half felt
best bit home up obviously the grace of
Python time for debate so Lou okay I’m a
right to best poems in existence the
Iliad and the Odyssey still cited today
2750 old years later pretty phenomenal
achievement my support shown to
well Homer gave us was the Ilias so from
left to right maybe a wolf after this
we’ve got a guy named Don Achilles next
daysius diabetes parrots and Mennonites
today I’m going to focus on the guy
fourth from the left which is Odysseus
my favorite character from anything read
into my personality what you will
Odysseus was all about convincing people
to do things getting into trouble and
then talking his way out of it
but this just turns up in the scene you
know something’s going to happen
he’s an impactful character very very
very rarely gets involved in a fight he
has Achilles next step or two to the
left of him to do the fighting that
he’ll talk people into it
in fact he convinced that connects the
fighting inspired when he died so but
the main point I’m making with this one
of the key things that our Homer did is
it obviously couldn’t have pen and paper
protects talks YouTube reddit what he
had to rely on that people reciting
these stories and finding his stories
interesting enough to share them repeat
them and pass them on to the next
generation the number of ways he did
this one of which was he would borrow
chunks of poems previous times so chunks
of poems that we perhaps would have
known we’d already been sold by a mother
or father and he’d also introduce each
of the key characters with an epithet so
every time Odysseus is that these
introduced to see it’s not just the
dishes is the bleep thinking Odysseus
the witty of this year’s the intelligent
of this year’s so we might not know in
Odysseus we probably can’t relate to
having a god fight alongside us in a
battle there’s enough of us
for we can relate to someone we know
that is witty that can talk himself out
of situations and so we convinced them
he relates in this story and that’s why
one of the many reasons why these
stories work so well well so Paris the
guy from the second from riot he’s the
one who supposedly stole denim now
obviously we look at that we look at the
people that we try to emulate and
obviously now one of the things that we
did was make us feel like would have a
connection with Odysseus feel like we
know achilles we kind of know that
Achilles is hot-headed he’s going to do
something that’s though as marketeers we
try to create strapped Minds thoughts
products people see our logo and they
think I need that often they don’t need
that but we try to make them think they
do need that not much has changed really
from what then I’ve see Hermes
this is Hermes soaring obviously cool
this is Hermes got messages and a
brand’s align themselves what about
speed of delivery he didn’t actually so
building on from home and another really
popular myth that I want to look at is
now sisters probably most of us have
quote something about narcissus
narcissus as a character defending
himself but it was the most beautiful
thing in the world an echo there was a
wood nymph
now echo was she previously being
punished for something else
gods are very vengeful and punishing
like punching people she be punished for
something else she was no longer allowed
to complete her sentences so she could
only say the first part of something so
she couldn’t tell gnosis that she loved
it
he found that really annoying was way
over the top reading to her and so the
punishment nemesis made him fall in love
with his own reflection
echo distraught prayed for forgiveness
and was turned into just a sound voice
but equally
Nemus nemesis punishing those sisters in
that way didn’t ever quite get his
reflection no matter how many poems he
tried to pull her out of he was always
left frustrated parallel I’d like to
look at here building on from Olivia’s
point is this obsession with a selfie
that we have you know this this online
version that we’re trying to create of
ourselves mentioned about you know
having a bad day that you look on the
social media they’ve had a fantastic day
I’ve asked all of us to think you know
are we more in love with your online
version of ourselves we’re trying to
create or our actuality do we spend as
much time on our own thoughts well-being
and happiness as we do making sure I’ll
play the food looks brilliant for
Instagram at the moment I think we’ve
got the balance the wrong way around
there’s one to think about this guy
magnificent beards not enough clothes to
make it the best beard on the debt but
magnificent so on top of the mythology
and the forward thinking around that the
democracy storytelling at the key part
of ancient Greece was philosophy our
stott all believed that you could
categorize anything with ten key
questions those 10 sections could man
mineral these whatever it is you’d be
able to categorize it as a species we
were obsessed to put things into boxes
we it’s very confusing world will
constantly present
loads of information and we try and put
things in boxes so at tarp later then
built on this and said human man is a
featherless biped its friend
Diogenes pluck the chicken held aloft
behold a man the first algorithm being
the bunk is flawed
now our main algorithm that we use on a
daily basis is the lovely search engine
Google but every so often they make a
mistake if you go home and Google the
king of the United States you’ll be
reminded of this handsome man with us
he’s alive he didn’t just die so he’s
with us he’s no longer in power
obviously a mistake something that was
on Google for a while but I guess it
could be that’s not the diaper okay
we’re now moving into a time where we’re
becoming even more obsessed with the
means of delivery of met of messages
rather than the message themselves of
moving into a virtual reality time an
alternative reality but I would argue
there’s never been a time that we’re
more reliant on logos pathos and ethos
without statistical evidence we think I
don’t trust you you could have made this
up I need some something backed up I
need to starve it makes me read to the
bottom to say as opposed to the need
consultancy or whatever without an
emotional hook we think I don’t care
about that statistic I need to care
about it without credibility the other
two mean absolutely nothing final bid of
the day plaintain
just just the chance to show off I could
put things on top of things
this is Plato what I would say building
another viewpoint we should all be more
plato on social media
we shouldn’t be posting that we’ve had a
fantastic day if we haven’t had a
fantastic thing you shouldn’t be
spending 25 minutes until our food goes
cold Panna and instead of eating it
taking a photo of it we should enjoy it
if we’re going to post stuff online we
should be trying to think about an
emotional connection we should be trying
to provide some value
we shouldn’t be guiding we should be
promoting conversation and talking about
things with people ultimately providing
credibility providing an ethical stance
and providing that emotional work take
nothing else off this quote from Pluto
up philosopher non facit barber a beard
doesn’t make you
you
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