David Logan: Tribal leadership

247,613 views ・ 2009-10-06

TED


Please double-click on the English subtitles below to play the video.

00:12
What we're really here to talk about is the "how."
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Okay, so how exactly do we create this
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world-shattering, if you will, innovation?
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Now, I want to tell you a quick story.
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We'll go back a little more than a year.
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In fact, the date -- I'm curious to know
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if any of you know what happened on this momentous date?
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It was February 3rd, 2008.
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Anyone remember what happened,
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February 3rd, 2008?
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Super Bowl. I heard it over here. It was the date of the Super Bowl.
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And the reason that this date was so momentous
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is that what my colleagues, John King
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and Halee Fischer-Wright, and I noticed
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as we began to debrief various Super Bowl parties,
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is that it seemed to us
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that across the United States,
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if you will, tribal councils had convened.
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And they had discussed things of great national importance.
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Like, "Do we like the Budweiser commercial?"
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and, "Do we like the nachos?" and, "Who is going to win?"
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But they also talked about which candidate they were going to support.
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And if you go back in time to February 3rd,
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it looked like Hilary Clinton was going to get the Democratic nomination.
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And there were even some polls that were saying she was going to go all the way.
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But when we talked to people,
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it appeared that a funnel effect had happened
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in these tribes all across the United States.
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Now what is a tribe? A tribe is a group of
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about 20 -- so kind of more than a team --
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20 to about 150 people.
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And it's within these tribes that all of our work gets done.
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But not just work. It's within these tribes
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that societies get built,
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that important things happen.
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And so as we surveyed the, if you will, representatives
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from various tribal councils that met,
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also known as Super Bowl parties,
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we sent the following email off to 40 newspaper editors the following day.
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February 4th, we posted it on our website. This was before Super Tuesday.
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We said, "The tribes that we're in
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are saying it's going to be Obama."
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Now, the reason we knew that
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was because we spent the previous 10 years
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studying tribes, studying these naturally occurring groups.
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All of you are members of tribes.
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In walking around at the break,
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many of you had met members of your tribe. And you were talking to them.
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And many of you were doing what great, if you will, tribal leaders do,
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which is to find someone
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who is a member of a tribe,
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and to find someone else who is another member of a different tribe,
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and make introductions.
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That is in fact what great tribal leaders do.
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So here is the bottom line.
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If you focus in on a group like this --
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this happens to be a USC game --
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and you zoom in with one of those super satellite cameras
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and do magnification factors so you could see individual people,
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you would in fact see not a single crowd,
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just like there is not a single crowd here,
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but you would see these tribes that are then coming together.
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And from a distance it appears that it's a single group.
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And so people form tribes.
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They always have. They always will.
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Just as fish swim and birds fly,
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people form tribes. It's just what we do.
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But here's the rub.
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Not all tribes are the same,
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and what makes the difference is the culture.
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Now here is the net out of this.
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You're all a member of tribes.
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If you can find a way to take the tribes that you're in
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and nudge them forward,
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along these tribal stages
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to what we call Stage Five, which is the top of the mountain.
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But we're going to start with what we call Stage One.
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Now, this is the lowest of the stages.
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You don't want this. Okay?
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This is a bit of a difficult image to put up on the screen.
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But it's one that I think we need to learn from.
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Stage One produces people
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who do horrible things.
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This is the kid who shot up Virginia Tech.
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Stage One is a group where people
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systematically sever relationships from functional tribes,
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and then pool together
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with people who think like they do.
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Stage One is literally the culture of gangs
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and it is the culture of prisons.
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Now, again, we don't often deal with Stage One.
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And I want to make the point
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that as members of society, we need to.
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It's not enough to simply write people off.
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But let's move on to Stage Two.
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Now, Stage One, you'll notice, says, in effect, "Life Sucks."
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So, this other book that Steve mentioned,
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that just came out, called "The Three Laws of Performance,"
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my colleague, Steve Zaffron and I,
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argue that as people see the world, so they behave.
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Well, if people see the world in such a way that life sucks,
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then their behavior will follow automatically from that.
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It will be despairing hostility.
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They'll do whatever it takes to survive,
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even if that means undermining other people.
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Now, my birthday is coming up shortly,
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and my driver's license expires.
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And the reason that that's relevant is that very soon
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I will be walking into what we call
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a Stage Two tribe,
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which looks like this.
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(Laughter)
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Now, am I saying that in every Department of Motor Vehicles
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across the land, you find a Stage Two culture?
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No. But in the one near me,
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where I have to go in just a few days,
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what I will say when I'm standing in line is,
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"How can people be so dumb, and yet live?"
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(Laughter)
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Now, am I saying that there are dumb people working here?
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Actually, no, I'm not.
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But I'm saying the culture makes people dumb.
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So in a Stage Two culture --
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and we find these in all sorts of different places --
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you find them, in fact, in the best organizations in the world.
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You find them in all places in society.
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I've come across them at the organizations
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that everybody raves about as being best in class.
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But here is the point. If you believe and you say
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to people in your tribe, in effect,
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"My life sucks.
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I mean, if I got to go to TEDx USC
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my life wouldn't suck. But I don't. So it does."
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If that's how you talked, imagine what kind of work would get done.
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What kind of innovation would get done?
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The amount of world-changing behavior that would happen?
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In fact it would be basically nil.
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Now when we go on to Stage Three: this is the one
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that hits closest to home for many of us.
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Because it is in Stage Three that many of us move.
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And we park. And we stay.
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Stage Three says, "I'm great. And you're not."
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(Laughter)
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I'm great and you're not.
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Now imagine having a whole room of people
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saying, in effect, "I'm great and you're not."
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Or, "I'm going to find some way to compete with you
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and come out on top as a result of that."
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A whole group of people communicating that way, talking that way.
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I know this sounds like a joke. Three doctors walk into a bar.
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But, in this case, three doctors walk into an elevator.
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I happened to be in the elevator collecting data for this book.
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And one doctor said to the others, "Did you see my article
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in the New England Journal of Medicine?"
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And the other said, "No. That's great. Congratulations!"
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The next one got kind of a wry smile on his face and said,
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"Well while you were, you know, doing your research," --
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notice the condescending tone --
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"While you were off doing your research, I was off doing more surgeries
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than anyone else in the department of surgery at this institution."
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And the third one got the same wry smile and said,
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"Well, while you were off doing your research,
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and you were off doing your monkey meatball surgery,
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that eventually we'll train monkeys to do,
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or cells or robots, or maybe not even need to do it at all,
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I was off running the future of the residency program,
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which is really the future of medicine."
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And they all kind of laughed and they patted him on the back.
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And the elevator door opened, and they all walked out.
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That is a meeting of a Stage Three tribe.
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Now, we find these in places
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where really smart, successful people show up.
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Like, oh, I don't know, TEDx USC.
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(Laughter)
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Here is the greatest challenge we face in innovation.
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It is moving from Stage Three
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to Stage Four.
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Let's take a look at a quick video snippet.
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This is from a company called Zappos, located outside Las Vegas.
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And my question on the other side is just going to be,
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"What do you think they value?"
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It was not Christmas time. There was a Christmas tree.
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This is their lobby.
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Employees volunteer time in the advice booth.
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Notice it looks like something out of a Peanuts cartoon.
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Okay, we're going through the hallway here at Zappos.
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This is a call center. Notice how it's decorated.
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Notice people are applauding for us.
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They don't know who we are and they don't care. And if they did
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they probably wouldn't applaud.
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But you'll notice the level of excitement.
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Notice, again, how they decorate their office.
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Now, what's important to people at Zappos,
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these may not be the things that are important to you.
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But they value things like fun. And they value creativity.
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One of their stated values is, "Be a little bit weird."
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And you'll notice they are a little bit weird.
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So when individuals come together
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and find something that unites them
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that's greater than their individual competence,
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then something very important happens.
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The group gels. And it changes
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from a group of highly motivated
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but fairly individually-centric people
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into something larger,
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into a tribe that becomes aware of its own existence.
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Stage Four tribes can do remarkable things.
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But you'll notice we're not at the top of the mountain yet.
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There is, in fact, another stage.
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Now, some of you may not recognize the scene that's up here.
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And if you take a look at the headline of Stage Five, which is "Life is Great,"
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this may seem a little incongruous.
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This is a scene or snippet
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from the Truth and Reconciliation process in South Africa
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for which Desmond Tutu won the Nobel Prize.
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Now think about that. South Africa,
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terrible atrocities had happened in the society.
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And people came together
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focused only on those two values: truth and reconciliation.
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There was no road map. No one had ever done
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anything like this before.
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And in this atmosphere, where the only guidance
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was people's values and their noble cause,
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what this group accomplished was historic.
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And people, at the time, feared that South Africa
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would end up going the way that Rwanda has gone,
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descending into one skirmish after another
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in a civil war that seems to have no end.
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In fact, South Africa has not gone down that road.
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Largely because people like Desmond Tutu
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set up a Stage Five process
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to involve the thousands and perhaps millions
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of tribes in the country, to bring everyone together.
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So, people hear this and they conclude the following,
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as did we in doing the study.
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Okay, got it. I don't want to talk Stage One.
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That's like, you know, "Life sucks." Who wants to talk that way?
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I don't want to talk like they do
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at the particular DMV that's close to where Dave lives.
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I really don't want to just say "I'm great,"
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because that kind of sounds narcissistic, and then I won't have any friends.
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Saying, "We're great" -- that sounds pretty good.
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But I should really talk Stage Five, right? "Life is great."
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Well, in fact, there are three somewhat counter-intuitive findings
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that come out of all this.
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The first one, if you look at the Declaration of Independence
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and actually read it,
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the phrase that sticks in many of our minds
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is things about inalienable rights.
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I mean, that's Stage Five, right? Life is great,
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oriented only by our values,
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no other guidance.
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In fact, most of the document is written at Stage Two.
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"My life sucks because I live under a tyrant,
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also known as King George.
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We're great! Who is not great? England!"
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Sorry. (Laughter)
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Well, what about other great leaders? What about Gandhi?
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What about Martin Luther King?
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I mean, surely these were just people who preached, "Life is great," right?
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Just one little bit of happiness and joy after another.
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In fact, Martin Luther King's most famous line was at Stage Three.
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He didn't say "We have a dream." He said, "I have a dream."
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Why did he do that? Because most people
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are not at Stage Five.
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Two percent are at Stage One.
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About 25 percent are at Stage Two,
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saying, in effect, "My life sucks."
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48 percent of working tribes say, these are employed tribes,
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say, "I'm great and you're not."
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And we have to duke it out every day, so we resort to politics.
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Only about 22 percent of tribes
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are at Stage Four,
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oriented by our values, saying "We're great.
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And our values are beginning to unite us."
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Only two percent, only two percent of tribes
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get to Stage Five.
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And those are the ones that change the world.
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So the first little finding from this
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is that leaders need to be able to talk all the levels
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so that you can touch every person in society.
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But you don't leave them where you found them. Okay?
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Tribes can only hear one level above and below where they are.
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So we have to have the ability to talk
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all the levels, to go to where they are.
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And then leaders nudge people
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within their tribes to the next level.
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I'd like to show you some examples of this.
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One of the people we interviewed was Frank Jordan,
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former Mayor of San Francisco. Before that
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he was Chief of Police in San Francisco.
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And he grew up essentially in Stage One.
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And you know what changed his life? It was walking into
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one of these, a Boys and Girls Club.
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Now here is what happened to this person
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who eventually became Mayor of San Francisco.
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He went from being alive and passionate
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at Stage One -- remember, "Life sucks,
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despairing hostility, I will do whatever it takes to survive" --
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to walking into a Boys and Girls Club,
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folding his arms, sitting down in a chair,
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and saying, "Wow. My life really sucks.
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I don't know anybody.
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I mean, if I was into boxing, like they were,
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then my life wouldn't suck. But I don't. So it does.
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So I'm going to sit here in my chair and not do anything."
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In fact, that's progress.
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We move people from Stage One to Stage Two
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by getting them in a new tribe
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and then, over time, getting them connected.
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So, what about moving
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from Stage Three to Stage Four?
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I want to argue that we're doing that right here.
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TED represents a set of values,
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and as we unite around these values,
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something really interesting begins to emerge.
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If you want this experience to live on
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as something historic,
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then at the reception tonight I'd like to encourage you to do something
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beyond what people normally do
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and call networking.
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Which is not just to meet new people
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and extend your reach, extend your influence,
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but instead, find someone you don't know,
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and find someone else you don't know,
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and introduce them.
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That's called a triadic relationship.
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See, people who build world-changing tribes do that.
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They extend the reach of their tribes
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by connecting them, not just to myself,
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so that my following is greater,
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but I connect people who don't know each other
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to something greater than themselves.
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And ultimately that adds to their values.
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But we're not done yet. Because then how do we go from Stage Four,
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which is great, to Stage Five?
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The story that I like to end with is this. It comes out of
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a place called the Gallup Organization.
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You know they do polls, right?
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So it's Stage Four. We're great. Who is not great?
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Pretty much everybody else who does polls.
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If Gallup releases a poll on the same day that NBC releases a poll,
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people will pay attention to the Gallup poll. Okay, we understand that.
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So, they were bored.
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They wanted to change the world. So here is the question someone asked.
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"How could we,
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instead of just polling what Asia thinks
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or what the United States thinks,
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or who thinks what about Obama
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versus McCain or something like that,
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what does the entire world think?"
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And they found a way to do the first-ever world poll.
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They had people involved who were Nobel laureates
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in economics, who reported being bored.
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And suddenly they pulled out sheets of paper
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and were trying to figure out, "How do we survey the population
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of Sub-Saharan Africa?
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How do we survey populations that don't have access to technology,
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and speak languages we don't speak,
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and we don't know anyone who speaks those languages. Because in order
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to achieve on this great mission,
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we have to be able to do it.
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Incidentally, they did pull it off.
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And they released the first-ever world poll.
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So I'd like to leave you with these thoughts.
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First of all: we all form tribes, all of us.
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You're in tribes here. Hopefully you're extending the reach
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of the tribes that you have.
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But the question on the table is this:
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What kind of an impact are the tribes
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that you are in making?
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16:00
You're hearing one presentation after another,
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often representing a group of people, a tribe,
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about how they have changed the world.
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If you do what we've talked about, you listen
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for how people actually communicate in the tribes that you're in.
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And you don't leave them where they are. You nudge them forward.
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You remember to talk all five culture stages.
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Because we've got people in all five, around us.
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And the question that I'd like to leave you with is this:
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Will your tribes change the world?
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Thank you very much.
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16:29
(Applause)
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Original video on YouTube.com
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