Unraveling the Mysteries of Decision-Making | Dr. Sanjay Arora | TEDxDFBEDU

Summary

This script explores the myth of human rationality through various consumer behavior studies. It delves into the influence of subconscious factors on decision-making, using examples like the Pillsbury cake mix, McDonald's branding impact on children, and the 'new Coke' debacle. Highlighting the power of emotions and environment in shaping choices, the talk underscores that 95% of our decisions are subconscious, challenging the notion of purely rational human actions.

Takeaways

• 🧑‍🔬 The concept of human beings being rational is often challenged by various studies and real-world examples, suggesting that many decisions are influenced by the subconscious mind.
• 🎂 The 'Ika effect' from the 1930s illustrates how consumer behavior can be irrational, with housewives preferring a cake mix that required them to add an egg, making them feel more involved and nurturing.
• 🍟 A Stanford study shows that young children's taste preferences can be significantly influenced by branding, as they preferred fries from McDonald's packaging even when the fries were identical.
• 🥤 The Pepsi Challenge demonstrates the power of branding over taste, with consumers often preferring the taste of Pepsi in blind tests but remaining loyal to Coca-Cola due to emotional attachment.
• 🔄 The failure of 'New Coke' teaches us that consumer preferences can be strongly tied to emotional connections and brand loyalty, rather than just the product's taste.
• 🧠 Neuroscience research indicates that even simple decisions are not purely rational but are influenced by the emotional part of the brain, as shown by patients who had parts of their brain removed.
• 🎵 Environmental factors like music and fragrances can subconsciously influence consumer behavior, affecting purchasing decisions without the consumer's conscious awareness.
• 🛍️ The power of subconscious influence is evident in marketing strategies that use environmental cues and emotional triggers to manipulate consumer behavior.
• 💡 The '95% subconscious decision-making' theory by Gerald Zaltman suggests that most of our choices are made by our subconscious mind, which is a key concept in neuromarketing.
• 🤔 Kahneman's 'Thinking Fast and Slow' highlights the dual-process theory of the brain, distinguishing between System 1 (fast, intuitive) and System 2 (slow, rational), with the former being more dominant.
• 🎮 The 'color game' example shows how our subconscious mind can conflict with our conscious processing, leading to mistakes in situations where quick decisions are needed.

Q & A

What is the Ika effect mentioned in the script?

The Ika effect refers to a historical marketing phenomenon in the 1930s where women preferred a cake mix that required them to add eggs, making them feel more involved in the baking process, rather than a mix that only required water.

Why did Pillsbury initially fail with their cake mix product?

Pillsbury's cake mix initially failed because it removed the women's role from the baking process, making them feel less involved and as if they were just buying a cake from the market, which contradicted the nurturing culture of the family.

What was the outcome of the blind taste test between Coca-Cola and Pepsi?

In blind taste tests, more people preferred the taste of Pepsi over Coca-Cola. However, when the test was conducted with labeled products, the preference shifted towards Coca-Cola due to emotional attachment and brand recognition.

Why did Coca-Cola's new formula fail despite positive market research?

Coca-Cola's new formula failed because it did not account for the emotional attachment consumers had to the original taste of Coca-Cola. The reformulation led to a strong consumer backlash and the company had to revert to the old formula.

What role does the subconscious play in decision-making according to the script?

According to the script, the subconscious plays a significant role in decision-making, with 95% of purchase decisions being controlled by it. It influences our choices even when we believe we are making rational decisions.

What is the concept of 'System 1' and 'System 2' as described in the script?

System 1 and System 2 are two modes of thinking described in the script. System 1 operates on shortcuts and is associated with the reptilian brain, making quick, subconscious decisions. System 2 is the rational brain that requires more energy and thought for decision-making.

How did the script illustrate the conflict between System 1 and System 2?

The script used a color-word conflict game where participants were asked to quickly name the color of the words while ignoring the actual word. This demonstrated how System 1 (color recognition) conflicts with System 2 (reading the word), slowing down the response.

What was the impact of playing different music in a UK wine store as mentioned in the script?

Playing German music in the store led to German wines outsold French wines 3 to 1, and vice versa when French music was played. This showed that subconscious influences, such as background music, can affect purchasing behavior.

What was the effect of introducing fragrance in a Nike store as described in the script?

Introducing fragrance in the Nike store increased the propensity of purchase by about 60% and customers were willing to pay a 10-15% premium for the same pair of shoes. This indicates the powerful subconscious influence of sensory cues like fragrance.

What did Google discover about user behavior with their '50 Shades of Blue' experiment?

Google found that a particular shade of blue, slightly on the purplish side, resulted in an 8% increase in ad clicks, leading to an additional $200 million in revenue. This demonstrated the subconscious impact of minute visual differences on user behavior.

What was the simple trick used in Amsterdam's airport urinals and its effect?

A fly was painted near the outlet of the urinals in Amsterdam's airport. This simple trick led to an 86% reduction in spillage and an 8% reduction in cleaning costs, showing the power of subconscious targeting.

Outlines

00:00

🍰 The Ika Effect and Consumer Behavior

This paragraph discusses the myth of human rationality in consumer behavior, introducing the Ika effect from the 1930s. It narrates the story of a cake mix by Betsy Crockers and the unexpected consumer response to it. Initially, a convenient cake mix that only required water was a failure, but after a market researcher suggested involving women in the baking process by adding eggs, the product became a bestseller. This illustrates the irrational nature of consumer choices, driven by the desire to feel involved and the psychological impact of participation, rather than just convenience.

05:02

🍟 The Power of Branding on Taste Perception

The second paragraph delves into the influence of branding on taste perception, citing a study where children preferred McDonald's fries due to the brand's packaging. It also touches on McDonald's as the world's largest distributor of toys, highlighting the impact of early exposure to branding. The narrative then shifts to the marketing battle between Coca-Cola and Pepsi, emphasizing the emotional attachment consumers have to brands, which can override rational taste preferences. The story of New Coke's failure despite positive taste tests underscores the importance of emotional connections in consumer decisions.

10:04

🛒 The Role of Emotions in Decision Making

This paragraph explores the essential role of emotions in decision-making, even for seemingly rational choices. It recounts the story of a patient who, after having a tumor removed that affected his emotional brain area, struggled with simple purchasing decisions. The narrative suggests that without emotional input, rational decisions become difficult. The paragraph also discusses the subconscious influence on consumer behavior, such as the impact of music on wine sales and fragrances on purchase propensity in stores, demonstrating the power of subconscious cues in shaping consumer choices.

15:05

🧠 Harnessing the Subconscious in Marketing

The final paragraph synthesizes the discussion on the subconscious mind's influence on consumer behavior. It references Gerald Zaltman's assertion that 95% of purchase decisions are controlled by the subconscious, challenging the belief in rational decision-making. The paragraph also touches on the concepts of 'System 1' and 'System 2' thinking from 'Thinking, Fast and Slow', illustrating how the brain's energy-efficient shortcuts can lead to irrational outcomes. It concludes with examples of neuromarketing techniques, such as Google's color shade experiment and the Amsterdam airport urinal fly, showing how subtle subconscious cues can significantly impact consumer and behavioral responses.

Keywords

💡Irational Behavior

Irational behavior refers to actions or decisions that are not based on logical reasoning or evidence but rather on emotions, instincts, or biases. In the video, the speaker challenges the notion that humans are purely rational beings by discussing various examples that demonstrate how emotions and subconscious influences can override rational decision-making, such as the cake mix story and the impact of brand perception on taste.

💡Betty Crocker

Betty Crocker is a brand of cake mixes and other products introduced in the 1930s by Pillsbury. The brand's story is used in the video to illustrate the irrational behavior of consumers. Initially, a cake mix that only required water was a failure because it made women feel less involved in the baking process. When they were asked to add eggs, sales increased, showing that consumers valued the perceived effort in the baking process.

💡Market Research

Market research is the process of gathering, analyzing, and interpreting information about a market, including consumers' needs, wants, and preferences. In the video, the speaker mentions market research conducted by Pillsbury and Pepsi, which revealed that consumers' preferences were not solely based on the product's taste but also on emotional connections and subconscious cues.

💡Neuromarketing

Neuromarketing is the application of neuroscientific methods to understand how the brain responds to marketing stimuli. The video discusses how neuromarketing techniques, such as eye tracking and brain imaging, can reveal subconscious preferences and decision-making processes, such as the impact of color in Google's ad clicks and the power of subconscious cues in consumer behavior.

💡Emotional Attachment

Emotional attachment refers to the strong feelings and connections that consumers develop towards certain brands or products. The video uses the example of Coca-Cola's reformulation failure to highlight how emotional attachment to a brand can influence consumer preferences and choices, even when rational assessments suggest a new product is superior.

💡Subconscious

The subconscious is the part of the mind that contains thoughts, memories, and feelings that are not currently in conscious awareness. The video emphasizes the role of the subconscious in decision-making, suggesting that up to 95% of purchase decisions are controlled by subconscious processes, as explained by Gerald Zaltman from Harvard Business School.

💡System 1 and System 2

System 1 and System 2 are two modes of thinking described by Daniel Kahneman in his book 'Thinking, Fast and Slow.' System 1 is fast, intuitive, and subconscious, while System 2 is slow, deliberative, and conscious. The video uses the example of a color-naming game to illustrate the conflict between these systems and how they influence decision-making.

💡Brand Manipulation

Brand manipulation refers to the strategies used by companies to influence consumer perceptions and behaviors through branding. The video discusses how brands like McDonald's can shape children's tastes and preferences through marketing and the use of toys, as well as how the perception of taste can be manipulated by brand associations.

💡Blind Taste Test

A blind taste test is a method used to evaluate products without the influence of branding or packaging. In the video, the speaker recounts the story of Pepsi's blind taste test campaign, which initially showed that consumers preferred Pepsi's taste. However, when branding was reintroduced, consumers' preferences shifted, indicating the power of brand perception.

💡Emotion in Decision-Making

Emotion in decision-making refers to the role that feelings and emotional responses play in the choices individuals make. The video uses the example of a patient who, after having part of his brain removed, was unable to make simple decisions, highlighting the integral role of emotions in even seemingly rational choices.

💡Behavioral Economics

Behavioral economics is a field of study that combines insights from psychology and economics to understand human behavior in decision-making. The video touches on concepts from behavioral economics, such as the influence of subconscious processes and the impact of emotions on economic choices, to explain why people often act irrationally.

Highlights

The Ika effect from the 1930s suggests that human beings are irrational, challenging the common belief of humans as rational beings.

Bisquick cake mix's failure in the market was due to women feeling disconnected from the baking process, highlighting the importance of emotional involvement in consumer behavior.

McDonald's branding influenced children's taste preferences, showing the power of brand perception on decision-making.

Coca-Cola's new formula failed despite taste tests due to consumers' emotional attachment to the original taste, demonstrating the role of emotions in purchasing decisions.

Neuromarketing studies reveal that subconscious factors significantly influence consumer behavior, often more than conscious reasoning.

The power of subconscious influence is evident in the impact of music on wine sales in a UK store, where German music increased sales of German wines.

Fragrances in a Nike store increased purchase propensity and willingness to pay a premium, underlining the subconscious effect of sensory stimuli on consumer behavior.

Dr. Antonio deio's patient, Ilot, lost the ability to make simple decisions after his emotional brain area was removed along with a tumor, illustrating the necessity of emotions in decision-making.

Daniel Kahneman's 'Thinking Fast and Slow' introduces the concept of System 1 (fast, subconscious) and System 2 (slow, conscious) in decision-making.

Google's experiment with 50 shades of blue for ads demonstrated the subconscious impact on user engagement and revenue generation.

The Amsterdam airport urinal fly example shows how a simple subconscious cue can lead to significant behavioral changes and cost savings.

The subconscious mind is responsible for 95% of purchase decisions, as stated by Gerald Zaltman, emphasizing the importance of neuromarketing in understanding consumer behavior.

The conflict between System 1 and System 2 during the color-word game illustrates the struggle between subconscious and conscious processing.

The subconscious mind's power is highlighted by stories of scientific breakthroughs coming from moments of non-attention, such as Archimedes' Eureka moment.

The subconscious can be harnessed for public good or manipulated for commercial gain, indicating a dual-use potential in marketing strategies.

Neurom marketing utilizes tools like eye tracking and functional magnetic resonance imaging (fMRI) to measure subconscious responses, advancing the field of consumer research.

Transcripts

you say is it a myth or we love to say

human beings are rational beings we we'

mouthed it so many times but is it the

truth tell me yes no oh I love this

audience so your very human beings are

irrational right let's let's try and see

if we can prove this hypothesis right or

wrong either way so I start with what is

called as the Ika effect in the

1930s and whatever I'm going to be

talking today is not sanay with no

research behind it whatever I'm going to

be talking about this morning has data

research from well established

institutes across the world so it's not

coming as San please don't say

understand sanj speaking it's research

that's coming to you directly so in the

1930s um in America like we have even

today in our own homes the mother is the

nurturer of the family and she believes

that she cooks well the family is taken

care of that was the same thought that

was there in America the 1930s and

making a baking a cake was a huge thing

for every family and when the housewi

could make a good cake that meant she

was caring for the family Etc and

therefore making a cake was you know a

difficult task also because you had to

start from scratch get all the

ingredients put them together put them

in the oven and wait for those one or

two hours then of those old ovens

whether that cake will rise is or not

and that was the asset test for every

mom or every Homemaker and most often

the cake would write but sometimes it

won't so um bilsbury large company there

uh with their brand called bety Crockers

they were working on something called a

cake mix there were no cake mixes before

that so they came up with a cake mix

which they researched in the marketplace

and uh you had to do nothing at all just

add the right quantity of water to it

put it in the oven at a certain temper

of a certain time and the cake would

rise period And once this was tested out

in the marketplace every housewi said

they' love to buy it right so all test

clear they would went ahead and lost in

the marketplace what happened the cake B

miss the C Mix bom Miss what did go

about research said this would be a very

huge

success now there was a guy called

ditcher then who was a market researcher

and marketer and he conducted the

research he came back to Pillsbury and

said look you got to do nothing else

just get the woman involved in the

baking of the cake process once again so

he separate the eggs have the have the

rest of the mix in one place and ask the

woman to add the eggs

again just batter it up and put it in

the oven and it do wers BSB was was

suspicious about this when they aren't

able to do the whole thing why would

they want to add eggs to it but they

tried it down and lo and behold this

time it did very well it became a

bestseller product what had happened

rationally women's women wanted a mix

which they would just simply add water

to and be successful Ed 100% guaranteed

and now the campaign said take the mix

and your eggs and your cake you've made

the best cake something of this time the

headline said you bake the best the idea

was research then later told them that

you have removed when you remove the

woman's role from baking the cake she

felt it was like any other cake you

buying from the market and she was not a

part of the nurishing culture of the

family step one step

two something St can anyone help me

please nothing's

working so I few interesting stories

about it's on the

green

yeah okay then comes McDonald's we've

all been exposed to it from since

childhood you know now there was a

research conducted at Stanford in which

children age between 3 to 5 years were

given packets of um fries okay some

fries came out of unmarked packets and

they tasted that imagine kids between 3

and 5 years of age and some will give

packets of McDonald's and the fries

coming out from there 74% kids said the

the fries coming out of the McDonald's

pack tasted far better where as this the

truth was both fries came from the same

Source what had happened Kids 3 to 5

years of age The Taste was being

manipulated by the brand on the package

that's how impressionable we are and of

course there's been there were latest Su

F against McDonald's for not

manipulating kids in fact I don't know

whether you're aware world's biggest toy

distributor isn't the toy company it's

McDonald's the world's biggest toy

company all right so since childhood

when you giving out toys as incentive

and bombarding them with that

advertising that Aroma the minds the

brains of kids are impression to believe

and I'm coming to that research in a

while where they The Taste birds are not

making a rational decision but are being

the decisions are being filtered through

certain other areas of the brain which

tell them something else so the tast is

not the point there what is in the mind

is the point there third story I I'm

sure most of the marketing F would have

heard the story cook uh in the 80s they

were been challenged by Pepsi to the

blind taste test campaign right blind

taste test campaign what P was doing was

serving up unlabeled colas Mark AB to

everyone in stores Smalls Etc and asking

them which is better and 51% 51% plus of

people would say this is better and that

turned out to be Pepsi and that was the

truth even C did its own market research

and found out that in blind test

situations Pepsi stands out a as a

better tasting drink as a better tasing

Cola

now they went back to the into the

market share was into C's market share

so what they did was they reformulated

the core and relaunched it as the new

core that's the classic version and

that's a new Cod it was launched as a

new Cod before this before the launch 2

lakh respondents were tested with the

new formulation of c 2 lak 71% said the

new C is not only better than the old C

but is far better than Pepsi who lag is

a huge number to test out in Market

search the company was very sure it was

onto a winner launch it with a lot of

fanfare huge humous budgets has no

probably you know limitations of what

they can spend huge budgets what

happened within 70 days they had to

withdraw the new C what had happened was

they were getting a few lack calls

complaining why has the old C been

withdrawn they were

getting in fact people were buying new C

and and putting it in sewers in Los

Angeles and other cities okay there was

virtually roets in the streets those who

had old Coke available that was selling

in the black market for a premium people

just refused to buy the new code why

could two lak people be wrong who were

tested and they completely agreed that

they would buy this product tastes far

better so then the real answer in fact

the co then Don said all the time and

money poured into consumer research of

new C could measure and reveal the depth

and abiding emotional attachment to the

original cook so there's something more

than reason that was happening there and

this was proved by another study which

happened in 2005 when fmis came out so

they would be given unlabeled Rings new

Co old C Pepsi so like the earlier

studies every respondent said blind test

Pepsi is better than old book now the

second time around with the on they were

labeled and told this is Coke and this

is Pepi and the results would change 74%

would say the new Coke is the old Coke

is better than the Pepsi what had

happened so the brain scans R in the

first stage in the blind test scenario

the area of the brain responsible for

detecting taste was lighting up that

means there was more blood supply there

activation of the neurons there only

that area was becoming active whereas

when the labels were put on on in

addition to that area a lot of areas

surrounding it also became active that

means this was the area responsible for

memories thinking good times Etc all

right this area was also lighting up

just the label coming on and different

areas of the brain become involved in

the decision making of human is another

study and that comes from the field of

medicine again Dr Antonio deio had a

patient called ilot now ilot developed

tumor in his for brain so surgically it

was removed OT was a typical businessman

good at everything good human being good

husband good father running his business

well had this brain tumor and cutting a

very long story short and the tumor was

removed surgically so when you remove a

tumor you have to remove a lot of area

around that so that was also removed a

long way after recovery most of his

behavior was all right perfectly all

right but when he would go to a

Superstore or and buy basic stuff like a

toothpaste breakfast Cal he would stand

there for us not knowing what to buy

simple decisions which you would do

earlier very easily not even think about

it buy a seral box put it in the C Etc

he was unable to make these kind of

decisions what was going wrong so there

was another research conducted and it

was

found because his emotional area was

also surgically removed along with the

tumor without the participation of

emotion even ration reasonable simple

decisions could not be made that tells

us that even the decisions which we

believe are purely reason based cannot

be taken without the emotional support

what involvement of the emotional brain

in it that tells us how important

emotion is in fact I have two very quick

stories to tell you one is the music

manipulation now something's gone with

the SL

formatting the whole thing is shrinking

and something is happening there just

don't pay attention to that I'm here

okay so uh in a store in UK this

experiment was conducted that store

would sell wines okay so they notice on

the days when you played German music

German wines outsold French wines 3 to

one and on days when you played French

music French wine sold outsold German wi

3 to one but the schematic part is after

that when they inquired from the buyer

whether they had heard the music paid

attention to the music they were

blissfully unaware of any music or maybe

something in the background was

happening so consciously they were not

being influenced by that music but

subconsciously it was influencing their

buying Behavior so go back to the

rep then that's not only the case

another study which was reported in the

Indian General marketing uh in a in a

typical Nik store what they did was on

Sundays they would introduce a certain

fragrance on other days they would not

introduce the fragrance in the St guess

what the results were on days when

fragrance was introduced the propensity

of purchase as reported by the audience

was about 60% higher and they were ready

to pay a 10 to 15% premium for the same

pair of Nike shoes whereas on the days

when the fragrance was not introduced

this is not the case just in intruction

now you know why malls introduce baking

fragrance through the AC events when

you're on the second or the third CL

that you start feeling hungry and rush

to the food court there a lot of such so

this the whole reason I do this talk is

for both one which I'm going to prove

again and there are many such cases

because we have only 18 minutes so I can

only outline a few you can use this for

the goodness of humanity by improving

customer experience and customer

experience is experienced by the

subconscious okay not the conscious at

times I come to that too and you can

also use these Sciences to manipulate

consumer Behavior especially children so

we have to be aware of that so what are

the learnings from this Geral zelin

Harvard Business School he says 95% of

purchase decisions are controlled by the

subconscious why we love to believe we

are rational human beings making

reasonable rational choices most of our

choices are happening below that

conscious radar we don't know you

selected your husband or wife remember

this or you going to do that soon so be

aware of your subconscious that gu will

make the reptile will make the decision

not the human being all

right and there was there's a famous

book Thinking Fast and I don't know how

many of you read it you you are

Department of Business economics you

should read this book you can't avoid it

he's a noble a and he has this um proven

hypothesis now that our brain has two

systems system one and system system two

the system one works in shortcuts it

comes from the repan brain where we

don't consciously think and take

decisions where the system two is the

rational brain where you have to think

about so if I give you a mathematical

problem 238 to mtip 429 you will have to

use the rational brain the system 2 the

system 2 takes more

energy more blood instantly brain makes

up only about 2% of the body weight but

consumes about 18% of our blood energy

blood so right so in any case it is

using more energy so it wants to um

conserve energy so system 2 will use

more energy is not energy efficient will

use conscious more number of neurons Etc

and therefore it's difficult and

therefore Evolution has primed us

programmed us for survival and therefore

be alert and therefore act

subconsciously so if if something

pounces before something pounces on us

and we hear some russle we have to take

the me okay that's a subconscious so we

primed for that remember this so this

system one and system two we can always

prove this through a game everyone ready

yeah your time and you have to do it

very fast only then this will work

otherwise this is not over read this

with me blue red yellow green orange

come on quick blue red yellow green

orange yellow red blue orange green red

orange green yellow blue yellow blue red

orange green red blue orange green

yellow what's happening system one is

fighting the system two your system one

sees the

color Optical nerves are many many times

faster than the other in stimula so you

see the color you say you don't read the

alphabets whereas When You Reach here it

reads yellow but it is red so there is a

conflict between system one and system

two okay and therefore you go slow so

shortcuts lead to short circuits in our

mind

is that clear so we prove it every time

every Hall this happens suddenly your

volume goes down your speed goes down

because the system one is conflicting

with the system two and this is the

world of neurom marketing essentially

all that all the stories that you've

told you are basically now a part of a

huge new area not new anymore it was new

10 years ago but a lot of work has done

now and there are a lot of equipment

tools available to measure the sweat on

your hands eye tracking exactly where

your point eye is poed that tells you

the interest the fmis which talk about

excitement where the blood flows more

and which part of the brain is active

Etc so all that there lots of tools

and the 50 Shades of

Blue Google conducted an experiment you

search anything on Google results are

thrown up on a page and you know that

top three or four are advertisements

when you click on them that's how Google

makes money as simple as that right the

first two or three ads now as human

beings we would believe that if

something interests us we will click on

that won we and if it doesn't interest

us we will not click on that right but

Google's results prove something very

different then they had 43 shades of

blue tested out first then this list was

expanded to 50 shades of blue tested out

1% sent out as one color of blue to one

set of the population one% to another

one etc etc these Shades were so close

to each other that on the conscious

level you would probably never see a

difference between the two never see a

difference between the two yet

particular shade of BL slightly on the

purp side resulted in 200 million worth

dollars worth of extra for Google that

this one and there of course L that shap

at the conscious level I see no

difference in that but my subconscious

is far more powerful and as creative

people we know it because when you

thinking about an idea you working on it

it never comes to you but when you are

some doing something completely

different and not in that zone probably

having a bath suddenly ah

this AA moment is nothing but

subconscious s signal all your urea what

was urea remember arus he he said to

have ran out of the Bas of naked through

the streets of Street

shouting he was searching for something

he was he applied all his mind he was

the biggest scientist then could find it

and suddenly while in his bath he found

it he was not thinking about it

subconscious similarly Kul who was Kul

remember some of you Benzene aromatic

structures

how did he discover it he in his dream

saw a snake with with its own tail in

its mouth and therefore he would think

of structures it didn't come to

scientist it came to from the

subconscious he start Believing on a

subconscious it's far more powerful than

we are conscious and 95% decisions are

still being taken by that and the last

one this comes from Amsterdam the urinal

of Amsterdam call airport Amsterdam's

airport so you know male urinals are far

more difficult to clean are far more

expensive to clean because there is a

lot of spillage why because M are bad

Shooters all right so they they tend to

be in their own world and there's a lot

of spillage and a lot of cost of

cleaning up so they were conducting this

meeting there and figuring out what can

be done about it so someone suggested a

very simple trick okay and which was to

paint a fly near the

outlet guess what happened

86% reduction in spillage and 8%

reduction in the cost of cleaning up at

that level means a lot what were we

doing subconsciously aiming for the

fly that's how powerful subconscious so

you can use it for public good or you

can use it for manipulating people and

making them thank you so much for being

so kind thank

you