Don Tapscott: Four principles for the open world

118,052 views ・ 2012-06-28

TED


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Translator: Joseph Geni Reviewer: Morton Bast
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Openness. It's a word that
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denotes opportunity and possibilities.
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Open-ended, open hearth,
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open source, open door policy,
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open bar. (Laughter)
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And everywhere the world is opening up,
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and it's a good thing.
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Why is this happening?
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The technology revolution is opening the world.
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Yesterday's Internet was a platform
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for the presentation of content.
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The Internet of today is a platform for computation.
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The Internet is becoming a giant
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global computer, and every time you go on it,
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you upload a video, you do a Google search,
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you remix something,
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you're programming this big global computer
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that we all share.
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Humanity is building a machine,
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and this enables us to collaborate in new ways.
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Collaboration can occur on
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an astronomical basis.
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Now a new generation is opening up the world as well.
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I started studying kids about 15 years ago,
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-- so actually 20 years ago now --
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and I noticed how my own children were
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effortlessly able to use all this sophisticated technology,
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and at first I thought,
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"My children are prodigies!" (Laughter)
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But then I noticed all their friends were like them,
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so that was a bad theory.
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So I've started working with a few hundred kids,
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and I came to the conclusion
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that this is the first generation to come of age
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in the digital age,
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to be bathed in bits.
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I call them the Net Generation.
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I said, these kids are different.
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They have no fear of technology, because it's not there.
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It's like the air.
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It's sort of like, I have no fear of a refrigerator.
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And — (Laughter)
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And there's no more powerful force to change
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every institution than the first generation of digital natives.
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I'm a digital immigrant.
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I had to learn the language.
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The global economic crisis is opening up the world as well.
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Our opaque institutions from the Industrial Age,
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everything from old models of the corporation,
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government, media, Wall Street,
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are in various stages of being stalled or frozen
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or in atrophy or even failing,
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and this is now creating a burning platform in the world.
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I mean, think about Wall Street.
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The core modus operandi of Wall Street almost brought down
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global capitalism.
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Now, you know the idea of a burning platform,
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that you're somewhere where the costs of staying where you are
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become greater than the costs of moving to something different,
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perhaps something radically different.
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And we need to change
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and open up all of our institutions.
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So this technology push,
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a demographic kick from a new generation
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and a demand pull from a new
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economic global environment
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is causing the world to open up.
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Now, I think, in fact,
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we're at a turning point in human history,
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where we can finally now rebuild
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many of the institutions of the Industrial Age
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around a new set of principles.
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Now, what is openness?
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Well, as it turns out, openness
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has a number of different meanings,
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and for each there's a corresponding principle
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for the transformation of
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civilization.
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The first is collaboration.
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Now, this is openness in the sense of the boundaries
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of organizations becoming more porous and fluid
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and open.
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The guy in the picture here,
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I'll tell you his story.
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His name is Rob McEwen.
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I'd like to say, "I have this think tank, we scour the world
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for amazing case studies."
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The reason I know this story
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is because he's my neighbor. (Laughter)
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He actually moved across the street from us,
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and he held a cocktail party
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to meet the neighbors, and he says, "You're Don Tapscott.
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I've read some of your books."
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I said, "Great. What do you do?"
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And he says, "Well I used to be a banker
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and now I'm a gold miner."
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And he tells me this amazing story.
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He takes over this gold mine, and his geologists
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can't tell him where the gold is.
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He gives them more money for geological data,
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they come back, they can't tell
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him where to go into production.
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After a few years, he's so frustrated he's ready
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to give up, but he has an epiphany one day.
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He wonders, "If my geologists don't know where the gold is,
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maybe somebody else does."
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So he does a "radical" thing.
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He takes his geological data,
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he publishes it and he holds a contest on the Internet
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called the Goldcorp Challenge.
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It's basically half a million dollars in prize money
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for anybody who can tell me, do I have any gold,
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and if so, where is it? (Laughter)
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He gets submissions from all around the world.
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They use techniques that he's never heard of,
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and for his half a million dollars in prize money,
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Rob McEwen finds 3.4 billion dollars worth of gold.
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The market value of his company
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goes from 90 million to 10 billion dollars,
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and I can tell you, because he's my neighbor,
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he's a happy camper. (Laughter)
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You know, conventional wisdom says talent is inside, right?
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Your most precious asset goes out the elevator every night.
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He viewed talent differently.
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He wondered, who are their peers?
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He should have fired his geology department, but he didn't.
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You know, some of the best submissions
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didn't come from geologists.
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They came from computer scientists, engineers.
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The winner was a computer graphics company
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that built a three dimensional model of the mine
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where you can helicopter underground
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and see where the gold is.
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He helped us understand that social media's becoming
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social production.
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It's not about hooking up online.
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This is a new means of production in the making.
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And this Ideagora that he created, an open market, agora,
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for uniquely qualified minds,
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was part of a change, a profound change in the deep structure
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and architecture of our organizations,
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and how we sort of orchestrate capability to innovate,
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to create goods and services,
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to engage with the rest of the world,
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in terms of government, how we create public value.
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Openness is about collaboration.
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Now secondly, openness is about transparency.
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This is different. Here, we're talking about the communication
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of pertinent information to stakeholders of organizations:
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employees, customers, business partners, shareholders,
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and so on.
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And everywhere, our institutions are becoming naked.
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People are all bent out of shape about WikiLeaks,
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but that's just the tip of the iceberg.
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You see, people at their fingertips now, everybody,
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not just Julian Assange,
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have these powerful tools for finding out what's going on,
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scrutinizing, informing others,
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and even organizing collective responses.
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Institutions are becoming naked,
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and if you're going to be naked,
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well, there's some corollaries that flow from that.
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I mean, one is,
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fitness is no longer optional. (Laughter)
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You know? Or if you're going to be naked, you'd better get buff.
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Now, by buff I mean, you need to have good value,
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because value is evidenced like never before.
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You say you have good products.
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They'd better be good.
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But you also need to have values.
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You need to have integrity as part of your bones
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and your DNA as an organization,
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because if you don't, you'll be unable to build trust,
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and trust is a sine qua non of this new network world.
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So this is good. It's not bad.
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Sunlight is the best disinfectant.
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And we need a lot of sunlight in this troubled world.
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Now, the third meaning and corresponding principle
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of openness is about sharing.
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Now this is different than transparency.
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Transparency is about the communication of information.
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Sharing is about giving up assets, intellectual property.
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And there are all kinds of famous stories about this.
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IBM gave away 400 million dollars of software
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to the Linux movement, and that gave them
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a multi-billion dollar payoff.
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Now, conventional wisdom says,
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"Well, hey, our intellectual property belongs to us,
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and if someone tries to infringe it, we're going to get out
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our lawyers and we're going to sue them."
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Well, it didn't work so well for the record labels, did it?
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I mean, they took — They had a technology disruption,
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and rather than taking a business model innovation
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to correspond to that, they took and sought a legal solution
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and the industry that brought you Elvis and the Beatles
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is now suing children
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and is in danger of collapse.
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So we need to think differently about intellectual property.
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I'll give you an example.
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The pharmaceutical industry is in deep trouble.
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First of all, there aren't a lot of big inventions
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in the pipeline, and this is a big problem for human health,
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and the pharmaceutical industry has got a bigger problem,
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that they're about to fall off something
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called the patent cliff.
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Do you know about this?
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They're going to lose 20 to 35 percent of their revenue
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in the next 12 months.
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And what are you going to do,
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like, cut back on paper clips or something? No.
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We need to reinvent the whole model of scientific research.
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The pharmaceutical industry needs to place assets
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in a commons. They need to start sharing precompetitive research.
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They need to start sharing
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clinical trial data,
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and in doing so, create a rising tide that could lift all boats,
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not just for the industry but
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for humanity.
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Now, the fourth meaning
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of openness,
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and corresponding principle, is about empowerment.
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And I'm not talking about the motherhood sense here.
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Knowledge and intelligence is power,
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and as it becomes more distributed, there's a
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concomitant distribution
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and decentralization and disaggregation of power
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that's underway in the world today.
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The open world is bringing freedom.
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Now, take the Arab Spring.
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The debate about the role of social media
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and social change has been settled.
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You know, one word: Tunisia.
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And then it ended up having a whole bunch of other words too.
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But in the Tunisian revolution,
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the new media didn't cause the revolution;
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it was caused by injustice.
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Social media didn't create the revolution;
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it was created by a new generation of young people
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who wanted jobs and hope and
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who didn't want to be treated as subjects anymore.
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But just as the Internet drops transaction and collaboration
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costs in business and government,
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it also drops the cost of dissent, of rebellion,
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and even insurrection
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in ways that people didn't understand.
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You know, during the Tunisian revolution,
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snipers associated with the regime were killing
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unarmed students in the street.
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So the students would take their mobile devices,
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take a picture, triangulate the location,
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send that picture to friendly military units,
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who'd come in and take out the snipers.
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You think that social media is about hooking up online?
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For these kids, it was a military tool
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to defend unarmed people from murderers.
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It was a tool of self-defense.
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You know, as we speak today, young people
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are being killed in Syria,
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and up until three months ago,
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if you were injured on the street,
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an ambulance would pick you up,
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take you to the hospital, you'd go in, say, with a broken leg,
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and you'd come out with a bullet in your head.
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So these 20-somethings created
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an alternative health care system,
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where what they did is they used Twitter and basic
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publicly available tools that when someone's injured,
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a car would show up, it would pick them up,
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take them to a makeshift medical clinic, where you'd get
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medical treatment, as opposed to being executed.
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So this is a time of great change.
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Now, it's not without its problems.
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Up until two years ago,
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all revolutions in human history had a leadership,
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and when the old regime fell, the leadership
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and the organization would take power.
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Well, these wiki revolutions happen so fast
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they create a vacuum, and
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politics abhors a vacuum,
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and unsavory forces can fill that,
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typically the old regime,
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or extremists, or fundamentalist forces.
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You can see this playing out today in Egypt.
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But that doesn't matter,
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because this is moving forward.
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The train has left the station. The cat is out of the bag.
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The horse is out of the barn. Help me out here, okay?
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(Laughter) The toothpaste is out of the tube.
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I mean, we're not putting this one back.
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The open world is bringing empowerment and freedom.
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I think, at the end of these four days,
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that you'll come to conclude that the arc of history
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is a positive one, and it's towards openness.
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If you go back a few hundred years,
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all around the world it was a very closed society.
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It was agrarian, and the means of production
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and political system was called feudalism, and knowledge
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was concentrated in the church and the nobility.
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People didn't know about things.
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There was no concept of progress.
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You were born, you lived your life and you died.
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But then Johannes Gutenberg came along with his great invention,
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and, over time, the society opened up.
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People started to learn about things, and when they did,
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the institutions of feudal society appeared
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to be stalled, or frozen, or failing.
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It didn't make sense for the church to be responsible
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for medicine when people had knowledge.
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So we saw the Protestant Reformation.
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Martin Luther called the printing press
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"God's highest act of grace."
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The creation of a corporation, science, the university,
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eventually the Industrial Revolution,
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and it was all good.
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But it came with a cost.
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And now, once again, the technology genie
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is out of the bottle, but this time it's different.
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The printing press gave us access to the written word.
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The Internet enables each of us to be a producer.
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The printing press gave us access to recorded knowledge.
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The Internet gives us access,
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not just to information and knowledge, but
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to the intelligence contained in the crania of other people
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on a global basis.
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To me, this is not an information age,
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it's an age of networked intelligence.
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It's an age of vast promise,
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an age of collaboration,
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where the boundaries of our organizations are changing,
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14:12
of transparency, where sunlight
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is disinfecting civilization,
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an age of sharing and understanding
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the new power of the commons,
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and it's an age of empowerment
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and of freedom.
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Now, what I'd like to do is,
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to close, to share with you
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some research that I've been doing.
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I've tried to study all kinds of organizations
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to understand what the future might look like,
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but I've been studying nature recently.
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You know, bees come in swarms
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and fish come in schools.
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Starlings, in the area around Edinburgh,
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in the moors of England,
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come in something called a murmuration,
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and the murmuration refers to the murmuring of the wings
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of the birds, and throughout the day the starlings
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15:04
are out over a 20-mile radius
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15:06
sort of doing their starling thing.
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And at night they come together
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and they create one of the most spectacular things
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in all of nature,
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15:13
and it's called a murmuration.
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15:15
And scientists that have studied this have said
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they've never seen an accident.
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15:20
Now, this thing has a function.
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15:22
It protects the birds.
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You can see on the right here,
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there's a predator being chased away by the collective power
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15:30
of the birds, and apparently this is a frightening thing
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if you're a predator of starlings.
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And there's leadership,
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but there's no one leader.
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Now, is this some kind of fanciful analogy,
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or could we actually learn something from this?
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15:45
Well, the murmuration functions to record
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15:48
a number of principles,
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15:50
and they're basically the principles that
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I have described to you today.
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15:53
This is a huge collaboration.
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15:56
It's an openness, it's a sharing
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15:58
of all kinds of information, not just about location
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16:00
and trajectory and danger and so on, but about food sources.
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And there's a real sense of interdependence,
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16:09
that the individual birds somehow understand
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16:13
that their interests are in the interest of the collective.
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Perhaps like we should understand
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that business can't succeed
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in a world that's failing.
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Well, I look at this thing,
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and I get a lot of hope.
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16:29
Think about the kids today in the Arab Spring, and
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you see something like this that's underway.
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And imagine, just consider this idea, if you would:
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What if we could connect ourselves in this world
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through a vast network of air and glass?
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Could we go beyond just sharing information and knowledge?
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Could we start to share our intelligence?
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Could we create some kind of
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collective intelligence
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that goes beyond an individual or a group or a team
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17:02
to create, perhaps, some kind of consciousness
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on a global basis?
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Well, if we could do this, we could attack some big problems in the world.
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And I look at this thing,
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17:13
and, I don't know, I get a lot of hope that maybe this
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17:16
smaller, networked, open world
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17:20
that our kids inherit might be a better one, and that
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17:23
this new age of networked intelligence could be
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17:26
an age of promise fulfilled
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17:29
and of peril unrequited.
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Let's do this. Thank you.
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(Applause)
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About this website

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