The real reason female entrepreneurs get less funding | Dana Kanze

114,421 views ใƒป 2019-01-17

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Jihye Hwang ๊ฒ€ํ† : Jihyeon J. Kim
00:17
This is me at five years old,
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์ด๊ฑด ์ œ๊ฐ€ 5์‚ด ๋•Œ์˜ˆ์š”.
00:19
shortly before jumping into this beautifully still pool of water.
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์•„๋ฆ„๋‹ต๋„๋ก ๊ณ ์š”ํ•œ ์ˆ˜์˜์žฅ ๋ฌผ์— ๋›ฐ์–ด๋“ค๊ธฐ ์ง์ „์—
00:24
I soon find out the hard way that this pool is completely empty
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์ˆ˜์˜์žฅ์ด ์™„์ „ํžˆ ๋น„์–ด์žˆ๋‹ค๋Š” ๊ฑธ ๊ณง ์•Œ๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
์–ผ์Œ์ฒ˜๋Ÿผ ์ฐจ๊ฐ€์šด ๋ฌผ์ด ๊ฑฐ์˜ ๊ฝ๊ฝ ์–ผ ์ง€๊ฒฝ์ด์—ˆ๊ธฐ ๋•Œ๋ฌธ์ด์—ˆ๊ณ 
00:29
because the ice-cold water is near freezing
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00:31
and literally takes my breath away.
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๋ง ๊ทธ๋Œ€๋กœ ์ œ ์ˆจ์„ ์•—์•„๊ฐ€๋‹ˆ๊นŒ์š”.
00:35
Even though I already know how to swim,
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์ˆ˜์˜ํ•˜๋Š” ๋ฒ•์„ ์ด๋ฏธ ์•Œ๊ณ  ์žˆ์—ˆ์ง€๋งŒ
00:37
I can't get up to the water's surface, no matter how hard I try.
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์ œ๊ฐ€ ์•„๋ฌด๋ฆฌ ๋…ธ๋ ฅํ•ด๋„ ๋ฌผ ๋ฐ–์„ ๋‚˜์˜ฌ ์ˆ˜๊ฐ€ ์—†์—ˆ์–ด์š”.
00:42
That's the last thing I remember trying to do before blacking out.
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์ด๊ฒƒ์ด ๊ธฐ์ ˆํ•˜๊ธฐ ์ „ ์ œ๊ฐ€ ๊ฐ€์žฅ ๋งˆ์ง€๋ง‰์œผ๋กœ ๊ธฐ์–ตํ•˜๋Š” ๊ฒƒ์ด์—์š”.
00:46
Turns out, the lifeguard on duty had been chatting with two girls
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๋ฐ”๊นฅ์˜ ์ธ๋ช… ๊ตฌ์กฐ์›์€ ๋‘ ๋ช…์˜ ์—ฌ์ž์™€ ์–˜๊ธฐ๋ฅผ ๋‚˜๋ˆ„๊ณ  ์žˆ์—ˆ์ฃ .
00:49
when I jumped in,
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์ œ๊ฐ€ ๋›ฐ์–ด ๋“ค์—ˆ์„ ๋•Œ
00:51
and I was soon underwater,
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์ „ ๊ณง ๋ฌผ์†์— ์ž ๊ฒผ๊ณ 
00:53
so he couldn't actually see or hear me struggle.
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๊ทธ๋Š” ์ œ๊ฐ€ ๋ฐœ๋ฒ„๋‘ฅ ์น˜๋Š” ๊ฒƒ์„ ๋ณด๊ฑฐ๋‚˜ ๋“ฃ์ง€ ๋ชปํ–ˆ์ฃ .
00:57
I was eventually saved by a girl walking near the pool
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๋งˆ์นจ๋‚ด ์ˆ˜์˜์žฅ์„ ์ง€๋‚˜๊ฐ€๋‹ค ์•„๋ž˜๋ฅผ ๋‚ด๋ ค๋‹ค ๋ณด๊ณ 
01:00
who happened to look down and see me.
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์ €๋ฅผ ๋ฐœ๊ฒฌํ•œ ์†Œ๋…€๊ฐ€ ์ €๋ฅผ ๊ตฌํ•ด์ฃผ์—ˆ์–ด์š”.
01:04
The next thing I know, I'm getting mouth-to-mouth
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๋‹ค์Œ์œผ๋กœ ๊ธฐ์–ตํ•˜๋Š” ๊ฒƒ์€ ์ž…์œผ๋กœ ์ธ๊ณตํ˜ธํก์„ ๋ฐ›์€ ๊ฑฐ์ฃ .
01:06
and being rushed to the hospital to determine the extent of my brain loss.
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๊ทธ๋ฆฌ๊ณ  ๋ณ‘์›์œผ๋กœ ๊ธ‰ํ•˜๊ฒŒ ๋ณด๋‚ด์ ธ ๋‡Œ ์†์ƒ์ด ์–ด๋Š” ์ •๋„ ๋˜์—ˆ๋‚˜ ํ™•์ธํ–ˆ์ฃ .
01:11
If I had been flailing at the water's surface,
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๋งŒ์•ฝ ์ œ๊ฐ€ ๋ฌผ ํ‘œ๋ฉด์—์„œ ํŒ”์„ ํ”๋“ค์—ˆ๋‹ค๋ฉด,
01:15
the lifeguard would have noticed and come to save me.
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์ธ๋ช… ๊ตฌ์กฐ์›์€ ์ €๋ฅผ ๋ฐœ๊ฒฌํ•˜๊ณ  ๊ตฌํ•ด์คฌ๊ฒ ์ฃ .
01:19
I share this near-death experience because it illustrates
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์ €๋Š” ์œ„ํ—˜ํ•œ ๊ฒƒ๋“ค์ด ํ‘œ๋ฉด ๋ฐ”๋กœ ์•„๋ž˜์— ์žˆ์„ ๋•Œ ์–ด๋–ค์ง€ ์•Œ๊ธฐ์—
01:22
how dangerous things are when they're just beneath the surface.
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์ œ๊ฐ€ ์ฃฝ์„ ๋ป”ํ•œ ์ด์•ผ๊ธฐ๋ฅผ ๋‚˜๋ˆ•๋‹ˆ๋‹ค.
01:27
Today, I study implicit gender bias in start-ups,
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ํ˜„์žฌ ์‚ฌ์—…์„ ์‹œ์ž‘ํ•˜๋Š” ๋ฐ ์žˆ์–ด ์•”์‹œ์ ์ธ ์„ฑ ํŽธ๊ฒฌ์— ๋Œ€ํ•ด ์—ฐ๊ตฌํ•˜๊ณ  ์žˆ์–ด์š”.
01:31
which I consider to be far more insidious than mere overt bias
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๊ฐ™์€ ์ด์œ ๋กœ ๊ณต๊ณต์—ฐํ•œ ํŽธ๊ฒฌ๋ณด๋‹ค ๋”์šฑ
01:36
for this very same reason.
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์„œ์„œํžˆ ํผ์ง€์ฃ .
01:38
When we see or hear an investor
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ํˆฌ์ž์ž๊ฐ€ ์‚ฌ์—…๊ฐ€๋ฅผ ๋ถ€์ ๋‹นํ•˜๊ฒŒ
01:40
behaving inappropriately towards an entrepreneur,
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๋Œ€ํ•˜๋Š” ๊ฒƒ์„ ๋ณด๊ฑฐ๋‚˜ ๋“ค์—ˆ์„ ๋•Œ,
01:43
we're aware of the problem
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์šฐ๋ฆฌ๋Š” ๋ฌธ์ œ๋ฅผ ์ธ์ง€ํžˆ๊ฑฐ๋‚˜
01:45
and at least have a chance to do something about it.
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์ ์–ด๋„ ๋ฌด์–ธ๊ฐ€ ํ•  ์ˆ˜ ์žˆ๋Š” ๊ธฐํšŒ๊ฐ€ ์žˆ์ฃ .
01:49
But what if there are subtle differences
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ํ•˜์ง€๋งŒ ์šฐ๋ฆฌ๊ฐ€ ์ž๊ฐํ•˜์ง€ ๋ชปํ•˜๊ณ 
01:52
in the interactions between investors and entrepreneurs
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์ง์ ‘์ ์œผ๋กœ ๋ณด๊ณ ๋‚˜ ๋“ฃ์ง€ ๋ชปํ•˜๋Š”
01:56
that can affect their outcomes,
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์ฐจ์ด์ ๊ณผ ๊ฒฐ๊ณผ์— ์˜ํ–ฅ์„ ๋ฏธ์น˜๋Š”
01:58
differences that we're not conscious of,
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ํˆฌ์ž์ž์™€ ์‚ฌ์—…๊ฐ€์˜ ๊ต๋ฅ˜์—
02:02
that we can't directly see or hear?
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๋ฏธ๋ฌ˜ํ•œ ๋‹ค๋ฅธ์ ์ด ์žˆ๋‹ค๋ฉด์š”?
02:06
Before studying start-ups at Columbia Business School,
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์ฝœ๋กฌ๋น„์•„ ๋น„์ง€๋‹ˆ์Šค ์Šค์ฟจ์—์„œ ์‹ ๊ทœ ์—…์ฒด ๊ณต๋ถ€๋ฅผ ์‹œ์ž‘ํ•˜๊ธฐ ์ „
02:09
I spent five years running and raising money for my own start-up.
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์ œ ์‹ ๊ทœ ์—…์ฒด๋ฅผ ์œ„ํ•ด ์˜ค๋…„ ๋™์•ˆ ๋›ฐ์–ด ๋‹ค๋‹ˆ๋ฉฐ ๋ˆ์„ ๋ชจ์•˜์–ด์š”.
02:13
I remember constantly racing around to meet with prospective investors
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์œ ๋งํ•œ ํˆฌ์ž์ž๋“ค์„ ๋งŒ๋‚˜๊ธฐ ์œ„ํ•ด ๋ฐ”์˜๊ฒŒ ๋›ฐ์–ด ๋‹ค๋‹ˆ๋ฉฐ
02:18
while trying to manage my actual business.
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์ œ ์‚ฌ์—…์„ ๊ด€๋ฆฌํ•˜๊ธฐ ์œ„ํ•ด ๋…ธ๋ ฅํ–ˆ์ฃ .
02:20
At one point I joked that I had reluctantly pitched
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์–ด๋Š ์‹œ์ ์—” ๊ฐ€์กฑ, ์นœ๊ตฌ, ์ง์žฅ๋™๋ฃŒ
02:23
each and every family member, friend, colleague, angel investor
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์ฒœ์‚ฌ๊ฐ™์€ ํˆฌ์ž์ž์™€ ์ด ๊ทผ๋ฐฉ์˜ ๋ฏธ์‹œ์‹œ์น˜์ฃผ ํˆฌ์ž์ž ํ•œ๋ช… ํ•œ๋ช…์—๊ฒŒ
02:27
and VC this side of the Mississippi.
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์ฃผ์ €ํ•˜๋ฉฐ ์ด์•ผ๊ธฐ ํ–ˆ๋‹ค๊ณ  ๋†๋‹ดํ–ˆ์ฃ .
02:30
Well, in the process of speaking to all these investors,
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๊ธ€์Ž„์š”. ์ด ๋ชจ๋“  ํˆฌ์ž์ž๋“ค์—๊ฒŒ ์ด์•ผ๊ธฐ๋ฅผ ํ•˜๋Š” ๊ณผ์ •์—์„œ
02:33
I noticed something interesting was happening.
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ํฅ๋ฏธ์žˆ๋Š” ์ผ์ด ์ผ์–ด๋‚˜๊ณ  ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ์ธ์ง€ํ•˜๊ฒŒ ๋˜์ฃ .
02:35
I was getting asked a very different set of questions than my male cofounder.
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์ „ ๋‚จ์„ฑ๋“ค๊ณผ ๊ต‰์žฅํžˆ ๋‹ค๋ฅธ ์งˆ๋ฌธ์„ ๋ฐ›์•˜์–ด์š”.
02:39
I got asked just about everything that could go wrong with the venture
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ํˆฌ์ž์ž๋“ค์˜ ์†์‹ค์„ ์ค„์ด๊ธฐ ์œ„ํ•ด
02:43
to induce investor losses,
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ํˆฌ์žํ•˜๋Š”๋ฐ ์ž˜๋ชป ๋  ์ˆ˜ ์žˆ๋Š” ๋ชจ๋“  ๊ฒƒ์„ ๋ฌผ์–ด ๋ณด์•˜์–ด์š”.
02:45
while my male cofounder was asked about our venture's home run potential
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๋ฐ˜๋ฉด ๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€์—๊ฒŒ๋Š” ํˆฌ์ž์ž๋“ค์˜ ์ด์ต์„ ์ตœ๋Œ€ํ™” ํ•˜๊ธฐ ์œ„ํ•ด
์‚ฌ์—…์˜ ์„ฑ๊ณต ๊ฐ€๋Šฅ์„ฑ์— ๋Œ€ํ•ด ๋ฌผ์–ด ๋ณด์•˜์ฃ .
02:49
to maximize investor gains,
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02:51
essentially everything that could go right with the venture.
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๊ทผ๋ณธ์ ์œผ๋กœ ์‚ฌ์—…์ด ์ž˜ ๋  ๊ฒƒ์— ๋Œ€ํ•œ ๋ชจ๋“  ๊ฒƒ์„์š”.
02:54
He got asked how many new customers we were going to bring on,
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๊ทธ์—๊ฒ ์–ผ๋งˆ๋‚˜ ๋งŽ์€ ์ƒˆ๋กœ์šด ๊ณ ๊ฐ์„ ๊ฐ–๊ฒŒ ๋  ๊ฒƒ์ธ๊ฐ€๋ฅผ ๋ฌผ์–ด๋ณธ ๋ฐ˜๋ฉด
02:57
while I got asked how we were going to hang on to the ones we already had.
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์ €์—๊ฒ ์ง€๊ธˆ ๊ฐ€์ง€๊ณ  ์žˆ๋Š” ๊ณ ๊ฐ์„ ์–ด๋–ป๊ฒŒ ์œ ์ง€ํ•  ๊ฒƒ์ธ๊ฐ€๋ฅผ ๋ฌผ์–ด๋ดค์ฃ .
03:01
Well, as the CEO of the company, I found this to be rather odd.
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๊ธ€์Ž„์š”. ํšŒ์‚ฌ์˜ CEO๋กœ์„œ ์ „ ์ด๊ฒƒ์ด ์ด์ƒํ•˜๋‹ค๊ณ  ์ƒ๊ฐํ•ด์š”.
03:05
In fact, I felt like I was taking crazy pills.
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์‚ฌ์‹ค, ์ „ ๋ฏธ์นœ ์•ฝ์„ ๋จน๊ณ  ์žˆ๋Š” ๊ฒƒ ๊ฐ™์€ ๊ธฐ๋ถ„์ด์—ˆ์–ด์š”.
03:09
But I eventually rationalized it by thinking,
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ํ•˜์ง€๋งŒ ์ „ ๋งˆ์นจ๋‚ด ์ด๊ฒƒ์„ ํ•ฉ๋ฆฌํ™” ํ–ˆ์ฃ .
03:11
maybe this has to do with how I'm presenting myself,
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์•„๋งˆ ์ด๊ฒƒ์ด ์ €๋ฅผ ๋ณด์—ฌ์ฃผ๋Š” ๋ฐฉ์‹์ด๊ฑฐ๋‚˜,
03:13
or it's something simply unique to my start-up.
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์ €์˜ ์‹ ๊ทœ ์‚ฌ์—…์— ๊ฐ„๋‹จํ•˜๋ฉด์„œ ํ†กํŠนํ•œ ๊ฒƒ์œผ๋กœ์š”.
03:17
Well, years later I made the difficult decision to leave my start-up
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๊ธ€์Ž„์š”. ๋ช‡๋…„ ํ›„ ์ „ ์ œ ์‹ ๊ทœ ์‚ฌ์—…์„ ๋– ๋‚˜๊ธฐ๋กœ ํž˜๋“ค๊ฒŒ ๋งˆ์Œ ๋จน์–ด์š”.
03:21
so I could pursue a lifelong dream of getting my PhD.
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๊ทธ๋ž˜์•ผ ์ œ ํ‰์ƒ์˜ ๊ฟˆ์ธ ๋ฐ•์‚ฌํ•™์œ„๋ฅผ ๋ฐ›์„ ์ˆ˜ ์žˆ์œผ๋‹ˆ ๊นŒ์š”.
03:25
It was at Columbia that I learned about a social psychological theory
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์ „ ์ฝœ๋กฌ๋น„์•„ ๋Œ€ํ•™์—์„œ ํ† ๋ฆฌ ํžˆ์ง„ ๊ต์ˆ˜๊ฐ€ ๋งŒ๋“ 
03:29
originated by Professor Tory Higgins called "regulatory focus,"
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"๊ทœ์ œ์˜ ์ดˆ์ "์ด๋ผ๋Š” ์‚ฌํšŒ์  ์‹ฌ๋ฆฌํ•™์„ ๊ณต๋ถ€ํ•˜์ฃ .
์ด๊ฒƒ์€ ์ง„๊ธ‰๊ณผ ํŽธ๊ฒฌ์˜ ๋‘ ๊ฐ€์ง€ ๋šœ๋ ทํ•œ ๋™๊ธฐ์ง€ํ–ฅ์„ฑ์„ ๊ตฌ๋ณ„ํ•˜์ฃ .
03:34
which differentiates between two distinct motivational orientations
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03:37
of promotion and prevention.
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03:40
A promotion focus is concerned with gains
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์ง„๊ธ‰์˜ ์ดˆ์ ์€ ์ด์ต๊ณผ ๊ด€๋ จ์ด ์žˆ๊ณ 
03:42
and emphasizes hopes, accomplishments and advancement needs,
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ํฌ๋ง, ์„ฑ์ทจ ๊ทธ๋ฆฌ๊ณ  ์ง„๋ณด์˜ ํ•„์š”์„ฑ์„ ๊ฐ•์กฐํ•˜๋Š” ๋ฐ˜๋ฉด,
03:47
while a prevention focus is concerned with losses
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ํŽธ๊ฒฌ์˜ ์ดˆ์ ์€ ์†์‹ค์„ ์—ผ๋ คํ•˜๊ณ 
03:49
and emphasizes safety, responsibility and security needs.
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์•ˆ์ „, ์ฑ…์ž„ ๊ทธ๋ฆฌ๊ณ  ์•ˆ์ „์˜ ํ•„์š”์„ฑ์„ ๊ฐ•์กฐํ•˜์ฃ .
03:54
Since the best-case scenario for a prevention focus
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ํŽธ๊ฒฌ์˜ ์ดˆ์ ์˜ ๊ฐ€์žฅ ์ข‹์€ ์‹œ๋‚˜๋ฆฌ์˜ค๋Š”
03:57
is to simply maintain the status quo,
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ํ˜„์ƒ ์œ ์ง€์ด๊ธฐ ๋•Œ๋ฌธ์—
์ด๊ฒƒ์€ ์šฐ๋ฆฌ๊ฐ€ ๋ฌผ์— ๋– ์žˆ๊ธฐ ์œ„ํ•ด ๋ฌผ ์œ„๋ฅผ ๊ฑธ์–ด๋‹ค๋‹ ์ˆ˜ ์žˆ๊ฒŒ ํ•˜๋Š” ๋ฐ˜๋ฉด,
04:00
this has us treading water just to stay afloat,
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04:03
while a promotion focus instead has us swimming in the right direction.
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์ง„๊ธ‰์˜ ์ดˆ์ ์€ ๋Œ€์‹  ์šฐ๋ฆฌ๊ฐ€ ์˜ฌ๋ฐ”๋ฅธ ๋ฐฉํ–ฅ์œผ๋กœ ์ˆ˜์˜์„ ์ด๋Œ์–ด ์ฃผ์ฃ .
04:08
It's just a matter of how far we can advance.
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์ด๊ฒƒ์€ ์šฐ๋ฆฌ๊ฐ€ ์–ผ๋งˆ๋‚˜ ์ง„๊ฒฉํ•˜๋Š” ๋ƒ์˜ ๋ฌธ์ œ์ฃ .
04:13
Well, I had my very own eureka moment when it dawned on me
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๊ธ€์Ž„์š”. ์ด ์ง„๊ธ‰์ด๋ผ๋Š” ๊ฐœ๋…์ด ๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€๊ฐ€ ๋ฐ›์•˜๋˜
04:16
that this concept of promotion
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์งˆ๋ฌธ๊ณผ ๋น„์Šทํ•œ ๋ฐ˜๋ฉด,
04:18
sounded a lot like the questions posed to my male cofounder,
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์ œ๊ฐ€ ๋ฐ›์•˜๋˜ ์งˆ๋ฌธ์€ ํŽธ๊ฒฌ์— ๊ฐ€๊นŒ์› ๋‹ค๋Š” ๊ฒƒ์„
04:21
while prevention resembled those questions asked of me.
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๊นจ๋‹ซ๊ฒŒ ๋˜์—ˆ์„ ๋•Œ ์ „ ์œ ๋ ˆ์นด๋ฅผ ์™ธ์ณค์ฃ .
04:26
As an entrepreneurship scholar,
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๊ธฐ์—…๊ฐ€ ์ •์‹  ํ•™์ž๋กœ์„œ,
04:27
I started digging into the research on start-up financing
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์ „ ์‹ ๊ทœ ๊ธฐ์—…์˜ ์ œ์ •์— ๊ด€ํ•ด ์—ฐ๊ตฌ๋ฅผ ํŒŒํ—ค์ง€๊ธฐ ์‹œ์ž‘ํ–ˆ์ฃ .
04:31
and discovered there's an enormous gap
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๊ทธ๋ฆฌ๊ณ  ๋‚จ์„ฑ๊ณผ ์—ฌ์„ฑ ์‚ฌ์—…๊ฐ€๊ฐ€ ๋ชจ๊ธˆํ•˜๋Š” ๊ธฐ๊ธˆ์—
04:33
between the amount of funds that male and female founders raise.
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๊ต‰์žฅํ•œ ๊ฒฉ์ฐจ๊ฐ€ ์žˆ์Œ์„ ์•Œ์•„๋‚ด์ฃ .
04:38
Although women found 38 percent of US companies,
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์—ฌ์„ฑ์ด 28%์˜ ๋ฏธ๊ตญ ๊ธฐ์—…์„ ์ฐพ์€ ๋ฐ˜๋ฉด,
04:43
they only get two percent of the venture funding.
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์˜ค์ง 2%์˜ ๋ฒค์ฒ˜ ๊ธฐ๊ธˆ์„ ๋ชจ๊ธˆํ–ˆ์ฃ .
04:47
I got to thinking:
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์ œ๊ฐ€ ์ด๋ ‡๊ฒŒ ์ƒ๊ฐํ•ด ๋ณด์•„์•ผ ํ•  ๊ฒƒ์€
04:49
what if this funding gap is not due to any fundamental difference
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๋งŒ์•ฝ ๋‚จ์„ฑ๊ณผ ์—ฌ์„ฑ์ด ์‹œ์ž‘ํ•œ ์‚ฌ์—…์ด
04:53
in the businesses started by men and women?
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๊ธฐ๋ณธ์ ์œผ๋กœ ๋‹ค๋ฅธ ์ฐจ์ด ๋•Œ๋ฌธ์— ์ƒ๊ธด ์ž๊ธˆ ๊ฒฉ์ฐจ๊ฐ€ ์ƒ๊ธด ๊ฒƒ์ด ์•„๋‹ˆ๋ผ๋ฉด์š”?
04:56
What if women get less funding than men
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๋งŒ์ผ ๊ทธ๋“ค์ด ๋ฐ›์€ ์งˆ๋ฌธ์˜ ๊ฐ„๋‹จํ•œ ์ฐจ์ด ๋•Œ๋ฌธ์—
04:59
due to a simple difference in the questions that they get asked?
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์—ฌ์„ฑ์ด ๋‚จ์„ฑ๋ณด๋‹ค ๋” ์ ๊ฒŒ ์ž๊ธˆ์„ ๋ชจ๊ธˆํ•œ๋‹ค๋ฉด์š”?
05:04
After all, when it comes to venture funding,
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๊ทธ ์ดํ›„ ์ด๊ฒƒ์ด ๋ฒค์ฒ˜ ์ž๊ธˆ์— ๊ด€ํ•œ ์ผ์ผ ๋•Œ
05:06
entrepreneurs need to convince investors of their start-up's home run potential.
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ํˆฌ์ž์ž๋“ค์€ ์‹ ๊ทœ ๊ธฐ์—…์ด ์„ฑ๊ณต ์ž ์žฌ๋ ฅ์ด ์žˆ๋‹ค๊ณ  ํˆฌ์ž์ž๋ฅผ ์„ค๋“ํ•ด์•ผ ํ•ด์š”.
์ด๊ฑด ๋‹จ์ง€ ์—ฌ๋Ÿฌ๋ถ„์ด ํˆฌ์ž์ž๋“ค์˜
05:11
It's not enough to merely demonstrate
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๋ˆ์„ ์žƒ์ง€ ์•Š์„ ๊ฒƒ์ด๋ผ๊ณ  ์ž…์ฆํ•˜๊ธฐ์— ์ถฉ๋ถ„ํ•˜์ง€ ์•Š์•„์š”.
05:13
you're not going to lose your investors' money.
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05:15
So it makes sense that women would be getting less funding than men
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์ด๊ฒƒ์€ ์—ฌ์„ฑ์ด ๋‚จ์„ฑ๋ณด๋‹ค ๋” ์ ์€ ์ž๊ธˆ์„ ๋ชจ์˜๋Š” ์ด์œ ๋ฅผ ์„ค๋ช…ํ•˜์ฃ .
05:19
if they're engaging
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์ง„๊ธ‰ ์œ„์ฃผ์˜ ๋Œ€ํ™”์— ๋ฐ˜ํ•˜์—ฌ
05:20
in prevention as opposed to promotion-oriented dialogues.
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ํŽธ๊ฒฌ์— ์ดˆ์ ์„ ๋‘” ๊ด€๊ณ„๋ฅผ ๋งบ๊ฒŒ ๋œ๋‹ค๋ฉด์š”.
05:24
Well, I got the chance to test this hypothesis
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์ „ ์ด ๊ฐ€์„ค์„ ํ™•์ธํ•ด ๋ณผ ๊ธฐํšŒ๊ฐ€ ์žˆ์—ˆ์–ด์š”.
05:27
on companies with similar quality and funding needs across all years
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TechCrunch Disrupt์ด๋ผ๋Š” ์ž๊ธˆ ๊ฒฝ์Ÿ์—์„œ
05:32
at the funding competition known as TechCrunch Disrupt
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๋น„์Šทํ•œ ์ž์งˆ๊ณผ ์ž๊ธˆ์„ ํ•„์š”๋กœ ํ•˜๋Š” ํšŒ์‚ฌ๋“ค์„ ๋Œ€์ƒ์œผ๋กœ์š”.
05:35
Startup Battlefield has run in New York City
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์Šคํƒ€ํŠธ์—… ๋ฐฐํ‹€ํ•„๋“œ๋Š” ๋‰ด์š•์—์„œ ์ง„ํ–‰๋˜์—ˆ์œผ๋ฉฐ
05:38
since its inception in 2010.
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2010์— ๊ฐœ์ตœ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
05:42
TechCrunch is widely regarded as the ideal place for start-ups to launch,
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TechCrunch๋Š” ์‹ ๊ทœ ๊ธฐ์—…์„ ์‹œ์ž‘ํ•˜๋Š” ๋ฐ ์ด์ƒ์ ์ธ ๊ณณ์œผ๋กœ ๋„๋ฆฌ ์•Œ๋ ค์ ธ์žˆ์ฃ .
์‹ ๊ทœ ๊ธฐ์—…์„ ๋น„๋กฏํ•œ ๋ˆ„๊ตฌ๋‚˜ ๋‹ค ์•Œ๋งŒํ•œ ํšŒ์‚ฌ์ธ
05:46
with participants including start-ups that have since become household names,
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05:50
like Dropbox, Fitbit and Mint,
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๋“œ๋กญ๋ฐ•์Šค,ํ•๋น—, ๋ฏผํŠธ๊ฐ€ ์ฐธ์—ฌํ•ฉ๋‹ˆ๋‹ค.
05:52
presenting to some of the world's most prominent VCs.
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์„ธ๊ณ„์ ์œผ๋กœ ๊ฐ€์žฅ ์œ ๋ช…ํ•œ ๋ช‡๋ช‡์˜ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค(VC)์—๊ฒŒ ์†Œ๊ฐœ๋ฅผ ํ•ฉ๋‹ˆ๋‹ค.
05:56
Well, despite the comparability of companies in my sample,
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์ด ์ƒ˜ํ”Œ์—์„œ ์–ธ๊ธ‰๋œ ํšŒ์‚ฌ๋“ค์€ ๊ณตํ†ต์ ์„ ๊ฐ€์ง€๊ณ  ์žˆ์ง€๋งŒ,
๋‚จ์„ฑ์˜ ์‹ ๊ทœ ๊ธฐ์—…์ด ์—ฌ์„ฑ๋ณด๋‹ค ๋‹ค์„ฏ ๋ฐฐ ๋” ๋งŽ์€ ์ž๊ธˆ์„ ๋ชจ๊ธˆํ–ˆ์Šต๋‹ˆ๋‹ค.
06:00
male-led start-ups went on to raise five times as much funding
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06:03
as the female-led ones.
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06:06
This made me especially curious to see what's driving this gender disparity.
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๋ฌด์—‡์ด ์ด๋Ÿฌํ•œ ์„ฑ์ฐจ๋ณ„์„ ๋งŒ๋“œ๋Š” ์ง€ ๊ถ๊ธˆํ–ˆ์Šต๋‹ˆ๋‹ค.
06:11
Well, it took a while,
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์‹œ๊ฐ„์ด ๊ฝค ๊ฑธ๋ ธ์ฃ  .
06:12
but I got my hands on all the videos of both the pitches and the Q and A sessions
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ํƒœ์น˜ํฌ๋Ÿฐ์น˜์—์„œ ๋ชฉ์†Œ๋ฆฌ ์Œ์กฐ์™€ ์งˆ๋ฌธ ์‘๋‹ต์ด ๋‹ด๊ธด ๋น„๋””์˜ค๋ฅผ
06:17
from TechCrunch, and I had them transcribed.
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์ฐพ์•„ ๊ธ€๋กœ ์˜ฎ๊ฒผ์Šต๋‹ˆ๋‹ค.
06:20
I first analyzed the transcripts
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๋จผ์ € LIWC๋ผ๋Š” ์–ธ์–ด ๋ถ„์„ ์†Œํ”„ํŠธ์›จ์–ด๋กœ
06:22
by loading a dictionary of regulatory-focused terms
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์ž์ฃผ ์‚ฌ์šฉ๋˜๋Š” ์šฉ์–ด ์‚ฌ์ „์„
๋กœ๋”ฉํ•˜์—ฌ ๊ธฐ๋ก๋ฌธ์„ ๋ถ„์„ํ–ˆ์Šต๋‹ˆ๋‹ค.
06:26
into the Linguistic Inquiry and Word Count software called LIWC.
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06:30
This LIWC software generated the frequencies
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์ด LIWC ์†Œํ”„ํŠธ์›จ์–ด๋Š” ๊ธฐ๋ก๋ฌธ์— ์žˆ๋Š” ๋ฐœ์ „์ ์ธ ์–ธ์–ด์™€
06:32
of promotion and prevention words in the transcribed text.
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์˜ˆ๋ฐฉ์  ์–ธ์–ด ์‚ฌ์šฉ์˜ ๋นˆ๋„๋ฅผ ๊ตฌ๋ถ„ํ–ˆ์–ด์š”.
06:36
As a second method,
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๋‘ ๋ฒˆ์งธ ๋ฐฉ๋ฒ•์œผ๋กœ
06:38
I had each of the questions and answers manually coded
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์ฝœ๋กฌ๋น„์•„ ๋Œ€ํ•™ ํ† ๋ฆฌ ํžˆ์ง„์Šค ์—ฐ๊ตฌ์†Œ์— ์ˆ˜๋™์œผ๋กœ
์ฝ”๋“œํ™”๋œ ๊ฐ๊ฐ์˜ ์งˆ๋ฌธ๊ณผ ๋‹ต๋ณ€์„ ๊ฐ€์ง€๊ณ  ์žˆ์—ˆ์–ด์š”.
06:42
by the Tory Higgins Research Lab at Columbia.
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06:46
Regardless of the topic at hand,
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๋‹น๋ฉดํ•œ ์ฃผ์ œ์™€ ๊ด€๊ณ„์—†์ด,
06:48
an intention can be framed in promotion or prevention.
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์˜๋„์— ๋”ฐ๋ผ ๋ฐœ์ „์  ๋˜๋Š” ์˜ˆ๋ฐฉ์  ์–ธ์–ด๋กœ ํ‹€์ด ์žกํ˜”์Šต๋‹ˆ๋‹ค.
06:52
Let's take that topic of customers I mentioned briefly earlier.
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์•ž์„œ ์ œ๊ฐ€ ์–ธ๊ธ‰ํ•œ ๊ณ ๊ฐ์— ๋Œ€ํ•œ ์ฃผ์ œ๋ฅผ ๋‹ด์•„๋ณด์ฃ .
06:57
A promotion-coded question sounds like,
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๋ฐœ์ „์ ์ธ ์ฝ”๋“œ ์งˆ๋ฌธ์€
06:59
"How many new customers do you plan to acquire this year?"
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"๋ช‡๋ช…์˜ ์ƒˆ๋กœ์šด ๊ณ ๊ฐ์„ ์˜ฌํ•ด์— ํš๋“ํ•  ๊ณ„ํš ์ธ๊ฐ€์š”?" ๊ฐ™์€ ๊ฒƒ์ด์ฃ .
07:02
while a prevention-coded one sounds like,
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๋ฐ˜๋ฉด ์˜ˆ๋ฐฉ์ ์ธ ์ฝ”๋“œ์˜ ์งˆ๋ฌธ์€
07:05
"How do you plan to retain your existing customers?"
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"ํ˜„์กดํ•˜๋Š” ๊ณ ๊ฐ์„ ์–ด๋–ป๊ฒŒ ํ•  ๊ณ„ํš์ด์ฃ ?" ๊ฐ™์€ ๊ฒƒ์ด์˜ˆ์š”.
07:09
During the same time,
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๊ฐ™์€ ์‹œ๊ฐ„ ๋™์•ˆ
07:10
I also gathered background information
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์‹ ๊ทœ ๊ธฐ์—…์˜ ๋‚˜์ด, ํ’ˆ์งˆ, ์ž๊ธˆํ›„์› ํ•„์š”์„ฑ๊ณผ
์‚ฌ์—…๊ฐ€์˜ ๊ณผ๊ฑฐ ๊ฒฝํ—˜๊ณผ ๊ฐ™์€ ์ž๊ธˆํ›„์› ๊ฒฐ๊ณผ์— ์˜ํ–ฅ์„ ๋ฏธ์น  ์ˆ˜ ์žˆ๋Š”
07:13
on the start-ups and entrepreneurs that can affect their funding outcomes,
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์‹ ๊ทœ ๊ธฐ์—…๊ณผ ์‚ฌ์—…๊ณผ๋“ค์— ๋Œ€ํ•œ
07:17
like the start-up's age, quality and funding needs
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07:20
and the entrepreneur's past experience,
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๋ฐฐ๊ฒฝ ์ •๋ณด ๋˜ํ•œ ๋ชจ์•˜์–ด์š”.
07:22
so I could use these data points as controls in my analysis.
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๊ทธ๋ž˜์„œ ์ด ๋ฐ์ดํƒ€ ํฌ์ธํŠธ๋Š” ์ €์˜ ๋ถ„์„์ž๋ฃŒ์˜ ํ†ต์ œ์—ญํ•™์„ ํ•˜์ฃ .
07:26
Well, the very first thing that I found
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์ œ๊ฐ€ ์ œ์ผ ์ฒ˜์Œ ๋ฐœ๊ฒฌํ•œ ๊ฒƒ์€
์‚ฌ์—…๊ฐ€๋“ค์ด ์ž์‹ ์„ ํšŒ์‚ฌ๋ฅผ ์†Œ๊ฐœํ•˜๋Š” ๋ฐฉ๋ฒ•์€ ๊ฐ™์•˜๋‹ค๋Š” ๊ฑฐ์˜ˆ์š”.
07:29
is that there's no difference in the way entrepreneurs present their companies.
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07:33
In other words, both male and female entrepreneurs
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๋‹ค๋ฅธ ๋ง๋กœ ์—ฌ์„ฑ ๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€ ๋ชจ๋‘
07:36
use similar degrees of promotion and prevention language
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์ž์‹ ์˜ ์‹ค์ œ ๋ชฉ์†Œ๋ฆฌ ์Œ์กฐ๋กœ ๋ฐœ์ ์ธ์ด๊ณ  ์˜ˆ๋ฐฉ์ ์ธ
์–ธ์–ด๋ฅผ ๋น„์Šทํ•˜๊ฒŒ ์‚ฌ์šฉํ•ด์š”.
07:40
in their actual pitches.
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07:42
So having ruled out this difference on the entrepreneur's side,
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์‚ฌ์—…๊ฐ€ ์ž…์žฅ์—์„œ์˜ ์ฐจ์ด์ ์„ ์ œ์™ธํ•˜๊ณ  ๋‚˜์„œ
ํˆฌ์ž์ž์˜ ์ž…์žฅ์œผ๋กœ ์ฃผ์ œ๋ฅผ ์˜ฎ๊ฒผ์–ด์š”.
07:45
I then moved on to the investor's side,
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์—ฐ์„ค์ดํ›„์— ์‚ฌ์—…๊ฐ€๊ฐ€ VC๋“ค๊ณผ ์ฐธ์„ํ•œ
07:47
analyzing the six minutes of Q&A sessions
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6๋ถ„์˜ ์งˆ๋ฌธ ์‘๋‹ต ์‹œ๊ฐ„์„ ๋ถ„์„ํ•˜๋ฉด์„œ์š”.
07:50
that entrepreneurs engaged in with the VCs after pitching.
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07:54
When examining the nearly 2,000 questions
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2,000์— ๋‹ฌํ•˜๋Š” ์งˆ๋ฌธ์„ ๋ถ„์„ํ•˜๊ณ 
07:57
and corresponding answers in these exchanges,
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๋Œ€๋‹ต์„ ์ฃผ๊ณ  ๋ฐ›์„ ๋•Œ
08:01
both of my methods showed significant support
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๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€๋Š” ์˜นํ˜ธ์„ฑ ์งˆ๋ฌธ์„ ๋ฐ›์€ ๋ฐ˜๋ฉด
08:04
for the fact that male entrepreneurs get asked promotion questions
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์—ฌ์„ฑ ์‚ฌ์—…๊ฐ€๋Š” ์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›๋Š” ๋‹ค๋Š” ์‚ฌ์‹ค์ด
์ €์˜ ๋ชจ๋“  ์ž๋ฃŒ์—์„œ ํ™•์‹คํžˆ ๋ณด์—ฌ์กŒ์–ด์š”.
08:08
and female entrepreneurs get asked prevention questions.
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08:12
In fact, a whopping 67 percent of the questions posed
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์‹ค์ œ๋กœ ๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€๋“ค์—๊ฒŒ ์ œ๊ธฐ๋œ ์งˆ๋ฌธ ์ค‘
08:17
to male entrepreneurs were promotion-focused,
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์˜นํ˜ธ์„ฑ์— ์ดˆ์ ์„ ๋งž์ถ˜ ์งˆ๋ฌธ๋“ค์ด 67%๋‚˜ ๋˜์—ˆ์–ด์š”.
08:19
while 66 percent of those posed to female entrepreneurs were prevention-focused.
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์ด์— ๋ฐ˜ํ•ด ์—ฌ์„ฑ ์‚ฌ์—…๊ฐ€๋“ค์—๊ฒŒ ์ œ๊ธฐ๋œ ์งˆ๋ฌธ ์ค‘ 66%๋Š” ์˜ˆ๋ฐฉ์ฑ…์— ๊ด€ํ•ด ์ง‘์ค‘๋˜์—ˆ์–ด์š”.
08:25
What's especially interesting
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๋ฌด์—‡๋ณด๋‹ค ํฅ๋ฏธ๋กœ์šด ์ ์€
์ €๋Š” ์—ฌ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค์ด
08:27
is that I expected female VCs
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๋‚จ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค๊ณผ ๋น„์Šทํ•œ ํ–‰๋™์„ ํ•  ๊ฒƒ์„ ๊ธฐ๋Œ€ํ–ˆ์—ˆ์–ด์š”.
08:30
to behave similarly to male VCs.
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08:35
Given its prevalence in the popular media and the venture-funding literature,
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๋น„์Šทํ•œ ์‚ฌ๋žŒ๋“ค์ด ์„œ๋กœ ์–ด์šธ๋ฆฐ๋‹ค๋Š” ๋™์ข…์„ ํ˜ธ์˜ ์ด๋ก ์ด ๋Œ€์ค‘๋งค์ฒด๋‚˜
08:39
I expected the birds-of-a-feather theory of homophily to hold here,
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๋ฒค์ฒ˜ ์žฌ์ • ๋ณด๊ณ ์„œ์— ์ž์ฃผ ๋“ฑ์žฅํ•˜๋“ฏ์ด ์—ฌ๊ธฐ์—์„œ๋„ ์œ ํšจํ•˜๋‹ค๊ณ  ์ƒ๊ฐํ–ˆ์–ด์š”
์ฆ‰, ๋‚จ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค์ด ๋‚จ์„ฑ ๊ธฐ์—…๊ฐ€๋“ค์„ ์„ ํ˜ธํ•˜๊ณ 
08:44
meaning that male VCs would favor male entrepreneurs
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08:47
with promotion questions
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๊ทธ๋“ค์—๊ฒŒ ์˜นํ˜ธ์„ฑ์— ๊ด€ํ•œ ์งˆ๋ฌธ์„ ํ•˜๋“ฏ์ด
์—ฌ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค๋„ ์—ฌ์„ฑ ๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ ๋˜‘๊ฐ™์ด ๋Œ€ํ•  ๊ฒƒ์ด๋ผ ๊ธฐ๋Œ€ํ–ˆ์–ด์š”.
08:49
and female VCs would do the same for female entrepreneurs.
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08:53
But instead, all VCs displayed the same implicit gender bias
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ํ•˜์ง€๋งŒ ๊ทธ ๋ฐ˜๋Œ€๋กœ, ๋ชจ๋“  ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค์€ ์•”์•”๋ฆฌ์— ์„ฑ ํŽธํ–ฅ์„ฑ์„ ๋ณด์˜€์–ด์š”.
๋‚จ์„ฑ๊ณผ ์—ฌ์„ฑ ํ›„๋ณด์ž๋“ค์—๊ฒŒ ์ œ์‹œ๋œ ์งˆ๋ฌธ๋“ค์˜
08:59
manifested in the regulatory focus of the questions they posed
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09:02
to male versus female candidates.
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์ดˆ์ ์„ ์กฐ์ ˆํ•œ ๊ฒƒ์—์„œ ๋“œ๋Ÿฌ๋‚œ ๊ฒƒ์ด์ฃ .
09:05
So female VCs asked male entrepreneurs promotion questions
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์—ฌ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค์€ ๋‚จ์„ฑ ๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ ๋ฐœ์ „ ๊ด€๋ จ ์งˆ๋ฌธ๋“ค์„ ๋˜์กŒ๊ณ 
๋Œ์•„์„œ์„œ ์—ฌ์„ฑ ๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ๋Š” ์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ํ–ˆ์–ด์š”.
09:09
and then turned around and asked female entrepreneurs prevention questions
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09:13
just like the male VCs did.
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๋‚จ์„ฑ ๋ฒค์ฒ˜ ํˆฌ์ž์ž๋“ค๊ณผ ๋งˆ์ฐฌ๊ฐ€์ง€๋กœ์š”.
09:16
So given the fact that both male and female VCs
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๋‚จ์„ฑ๊ณผ ์—ฌ์„ฑ ๋ฒค์ฒ˜ํˆฌ์ž์ž๋“ค ๋ชจ๋‘ ๊ณ ๋ คํ•˜๋ฉด
09:19
are displaying this implicit gender bias,
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์•”์•”๋ฆฌ์— ์„ฑ ํŽธํ–ฅ์„ฑ์ด ๋“œ๋Ÿฌ๋ƒ…๋‹ˆ๋‹ค.
์ด๊ฒƒ์ด ์Šคํƒ€ํŠธ์—… ํ›„์›์ž๊ธˆ์— ์–ด๋–ค ์˜ํ–ฅ์„ ๋ฏธ์น ๊นŒ์š”?
09:22
what effect, if any, does this have on start-up funding outcomes?
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09:27
My research shows it has a significant effect.
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์ œ ์—ฐ๊ตฌ ํ”„๋กœ๊ทธ๋žจ์—์„œ ํ˜„์ €ํ•œ ํšจ๊ณผ๋ฅผ ๋“œ๋Ÿฌ๋ƒ…๋‹ˆ๋‹ค.
09:31
The regulatory focus of investor questions
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ํˆฌ์ž์ž๋“ค ์งˆ๋ฌธ์˜ ๊ทœ์ œ์ ์ธ ์ดˆ์ ์—์„œ
09:33
not only predicted how well the start-ups would perform
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์Šคํƒ€ํŠธ์—…์ด Tech Crunch Disrupt ๋Œ€ํšŒ์—์„œ
09:37
at the TechCrunch Disrupt competitions
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์ข‹์€ ์„ฑ๊ณผ๋ฅผ ๋‚ผ ์ˆ˜ ์žˆ์„์ง€ ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ
์˜คํ”ˆ๋งˆ์ผ“ ์•ˆ์—์„œ ์–ผ๋งˆ๋‚˜ ๋งŽ์€ ์ž๊ธˆ์„ ์กฐ๋‹ฌํ• ์ง€ ์˜ˆ์ธกํ–ˆ์Šต๋‹ˆ๋‹ค.
09:40
but also how much funding the start-ups went on to raise in the open market.
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09:45
Those start-ups who were asked predominantly promotion questions
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์ฃผ๋กœ ์˜นํ˜ธ์„ฑ ์งˆ๋ฌธ์„ ๋ฐ›์€ ์Šคํƒ€ํŠธ์—…์€
09:48
went on to raise seven times as much funding
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์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›์€ ์Šคํƒ€ํŠธ์—…๋ณด๋‹ค
์ผ๊ณฑ๋ฐฐ๋‚˜ ๋งŽ์€ ์ž๊ธˆ์„ ์กฐ๋‹ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
09:52
as those asked prevention questions.
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09:55
But I didn't stop there.
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ํ•˜์ง€๋งŒ ๊ฑฐ๊ธฐ์„œ ๋ฉˆ์ถ”๋Š” ๊ฒŒ ์•„๋‹™๋‹ˆ๋‹ค.
09:57
I then moved on to analyze entrepreneurs' responses to those questions,
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๊ทธ ํ›„ ์ด ์งˆ๋ฌธ์— ๋Œ€ํ•œ ๊ธฐ์—…๊ฐ€๋“ค์˜ ๋ฐ˜์‘์„ ๋ถ„์„ํ–ˆ๊ณ 
10:01
and I found that entrepreneurs are apt to respond in kind
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๊ทธ๋“ค์ด ๋ฐ›์€ ์งˆ๋ฌธ์— ๊ธฐ์—…๊ฐ€๋“ค์ด
10:05
to the questions they get,
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ํ˜„๋ฌผ๋กœ ๋Œ€์‘ํ•˜๋Š” ๊ฒฝํ–ฅ์ด ์žˆ์Œ์„ ์•Œ์•„๋ƒˆ์Šต๋‹ˆ๋‹ค.
10:07
meaning a promotion question begets a promotion response
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์˜นํ˜ธ์„ฑ ์งˆ๋ฌธ์ด ์˜นํ˜ธ ๋ฐ˜์‘์„ ๋‚ณ๊ณ 
10:10
and a prevention question begets a prevention response.
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์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์ด ์˜ˆ๋ฐฉ ๋ฐ˜์‘์„ ๋‚ณ๋Š”๋‹ค๋Š” ์˜๋ฏธ์ž…๋‹ˆ๋‹ค.
10:13
Now, this might make intuitive sense to all of us here,
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์ด๊ฒƒ์ด ์—ฌ๊ธฐ ์šฐ๋ฆฌ ๋ชจ๋‘๋ฅผ ์ง๊ด€์ ์œผ๋กœ ์ดํ•ดํ•  ์ˆ˜ ์žˆ๊ฒŒ ํ•˜์ง€๋งŒ
10:17
but it has some unfortunate consequences in this context of venture funding.
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๋ฒค์ฒ˜ ์ž๊ธˆ์˜ ๋งฅ๋ฝ์—์„œ ๋ถˆํ–‰ํ•œ ๊ฒฐ๊ณผ์ž…๋‹ˆ๋‹ค.
10:22
So what ends up happening
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๊ทธ๋ž˜์„œ ๊ฒฐ๊ตญ์—”
10:24
is that a male entrepreneur gets asked a promotion question,
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๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€๋Š” ์˜นํ˜ธ์„ฑ ์งˆ๋ฌธ์„ ๋ฐ›๊ณ ,
ํ˜„๋ฌผ๋กœ ๋Œ€์‘ํ•˜๋ฉด ์–ป์–ด์ง€๋Š” ์œ ๋ฆฌํ•œ ์˜์—ญ๊ณผ
10:27
granting him the luxury to reinforce his association
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10:31
with the favorable domain of gains by responding in kind,
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์œ ๋Œ€ ๊ฐ•ํ™”๋ผ๋Š” ํ˜ธํ™”๋กœ์šด ๋ณด์ƒ์„ ์–ป๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
10:35
while a female entrepreneur gets asked a prevention question
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๋ฐ˜๋ฉด์— ์—ฌ์„ฑ ์‚ฌ์—…๊ฐ€๋Š” ์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›๊ณ ,
10:38
and inadvertently aggravates her association
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๋ฌด์‹ฌ์ฝ” ๊ทธ๋ ‡๊ฒŒ ํ•ด์„œ ์†ํ•ด๋ฅผ ์ž…๊ณ  ๋ถˆ๋ฆฌํ•œ ์˜์—ญ๊ณผ ํ•จ๊ป˜
10:41
with the unfavorable domain of losses by doing so.
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๊ด€๊ณ„๋ฅผ ์•…ํ™”์‹œํ‚ค๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
10:45
These responses then trigger venture capitalists' subsequent biased questions,
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์ด๋Ÿฌํ•œ ๋ฐ˜์‘์€ ๋ฒค์ฒ˜ ํˆฌ์ž๊ฐ€๋“ค์˜ ๊ทธ ํ›„์˜ ํŽธํŒŒ ์งˆ๋ฌธ์˜ ๊ณ„๊ธฐ๊ฐ€ ๋˜๊ณ ,
๋‹จ์ง€ ์˜์†์ ์ธ ์„ฑ ์ฐจ๋ณ„
10:50
and the questions and answers collectively fuel a cycle of bias
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10:54
that merely perpetuates the gender disparity.
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์งˆ๋ฌธ๊ณผ ๋‹ต๋ณ€์€ ์ง‘๋‹จ์ ์œผ๋กœ ํŽธํŒŒ์  ์ˆœํ™˜์— ์—ฐ๋ฃŒ๊ฐ€ ๋ฉ๋‹ˆ๋‹ค.
10:57
Pretty depressing stuff, right?
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๋„ˆ๋ฌด ์šฐ์šธํ•œ ๊ฑฐ ๋งž์ฃ ?
10:59
Well, fortunately, there's a silver lining to my findings.
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์šด์ด ์ข‹๊ฒŒ๋„ ์ œ ์—ฐ๊ตฌ๊ฒฐ๊ณผ์— ํ•œ ์ค„๊ธฐ ๋น›์ด ์žˆ์Šต๋‹ˆ๋‹ค.
11:03
Those plucky entrepreneurs who managed to switch focus
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์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์— ์˜นํ˜ธ์„ฑ ๋‹ต๋ณ€์œผ๋กœ ๋Œ€์‘ํ•˜๋ฉด์„œ
11:07
by responding to prevention questions with promotion answers
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์ดˆ์ ์„ ๋ฐ”๊พผ ์šฉ๊ธฐ์žˆ๋Š” ๊ธฐ์—…๊ฐ€๋“ค์€
11:11
went on to raise 14 times more funding
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์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์— ์˜ˆ๋ฐฉ์ฑ… ๋‹ต๋ณ€์œผ๋กœ ๋Œ€์‘ํ•œ ์ด๋“ค๋ณด๋‹ค
14๋ฐฐ๋‚˜ ๋” ๋งŽ์€
11:15
than those who responded to prevention questions
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11:17
with prevention answers.
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์ž๊ธˆ์„ ์กฐ๋‹ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
11:19
So what this means is that if you're asked a question
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๊ทธ๋ž˜์„œ ์ด๊ฒƒ์ด ์˜๋ฏธํ•˜๋Š” ๋ฐ”๋Š” ์—ฌ๋Ÿฌ๋ถ„์ด ์Šคํƒ€ํŠธ์—… ์‹œ์žฅ ์ ์œ ์œจ์„
11:22
about defending your start-up's market share,
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๋ฐฉ์–ดํ•˜๋Š” ์งˆ๋ฌธ์„ ๋ฐ›๋Š”๋‹ค๋ฉด
์—ฌ๋Ÿฌ๋ถ„์ด ์ „์ฒด ํŒŒ์ด์˜ ํฌ๊ธฐ์™€ ์„ฑ์žฅ ์ž ์žฌ๋ ฅ์—์„œ
11:25
you'd be better served to frame your response
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11:27
around the size and growth potential of the overall pie
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๊ทธ ํŒŒ์ด์˜ ์กฐ๊ฐ์„ ์ง€ํ‚ค๊ธฐ ์œ„ํ•ด ๋‹จ์ง€ ๊ณ„ํšํ•œ ๊ฒƒ์—์„œ
11:31
as opposed to how you merely plan to protect your sliver of that pie.
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๋ฐ˜๋Œ€๋กœ ๋ฐ˜์‘์„ ์œ ๋„ํ•˜๋Š” ๊ฒƒ์ด ๋” ์ข‹์Šต๋‹ˆ๋‹ค.
๊ทธ๋Ÿฌ๋ฏ€๋กœ ์ œ๊ฐ€ ์ด๋Ÿฐ ์งˆ๋ฌธ์„ ๋ฐ›๋Š”๋‹ค๋ฉด
11:36
So if I get asked this question,
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11:37
I would say,
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์ €๋Š” ๋งํ•  ๊ฒ๋‹ˆ๋‹ค.
"์šฐ๋ฆฌ๋Š” ์ƒˆ๋กœ์šด ์ถœ์ „์ž๋“ค์„ ๋Œ์–ด๋“ค์ด๊ธฐ ๋งˆ๋ จ์ธ
11:39
"We're playing in such a large and fast-growing market
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11:42
that's bound to attract new entrants.
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์ด๋ ‡๊ฒŒ ๊ฑฐ๋Œ€ํ•˜๊ณ  ๋น ๋ฅธ ์‹œ์žฅ์—์„œ ๋†€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
11:44
We plan to take increasing share in this market
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์šฐ๋ฆฌ๋Š” ์Šคํƒ€ํŠธ์—… ๊ณ ์œ ์˜ ์ž์‚ฐ์„ ํ™œ์šฉํ•ด์„œ
11:47
by leveraging our start-up's unique assets."
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์ด๋Ÿฐ ์‹œ์žฅ์—์„œ ์ ์œ ์œจ์„ ๋Œ์–ด์˜ฌ๋ฆด ๊ฒƒ์ž…๋‹ˆ๋‹ค."
11:50
I've thus subtly redirected this dialogue into the favorable domain of gains.
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์ด์™€ ๊ฐ™์ด ์ด ๋Œ€ํ™”๋ฅผ ์ด์ต์ด ๋˜๋Š” ์šฐํ˜ธ์  ์˜์—ญ์œผ๋กœ ๊ต๋ฌ˜ํ•˜๊ฒŒ ๋ฐ”๊พธ์—ˆ์Šต๋‹ˆ๋‹ค.
11:56
Now, these results are quite compelling among start-ups that launched at TechCrunch
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์ง€๊ธˆ, ์ด ๊ฒฐ๊ณผ๋Š” TechCrunch์—์„œ ์ถœ์‹œ๋˜๋Š” ์Šคํƒ€ํŠธ์—…๋“ค ์‚ฌ์ด์—์„œ ๊ฝค ์„ค๋“๋ ฅ์ด ์žˆ์ง€๋งŒ
12:00
but field data can merely tell us that there's a correlational relationship
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๊ทœ์ œ ์ดˆ์ ๊ณผ ์ž๊ธˆ ์‚ฌ์ด์—์„œ
12:04
between regulatory focus and funding.
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ํ•„๋“œ ๋ฐ์ดํ„ฐ๋Š” ๋‹จ์ง€ ์ƒ๊ด€ ๊ด€๊ณ„๊ฐ€ ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ๋งํ•ฉ๋‹ˆ๋‹ค.
12:07
So I sought to see whether this difference in regulatory focus
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๊ทธ๋ž˜์„œ ๊ทœ์ œ ์ดˆ์ ์˜ ์ฐจ์ด๊ฐ€
12:10
can actually cause funding outcomes
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์‹ค์ œ๋กœ ์ผ๋ฐ˜ ์‚ฌ๋žŒ๋“ค๊ณผ ์ฒœ์‚ฌ๊ฐ™์€ ํˆฌ์ž์ž๋“ค ๋ชจ๋‘์—๊ฒŒ
12:13
by running a controlled experiment
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ํ†ต์ œ๋œ ์‹คํ—˜์„ ์‹คํ–‰ํ•˜๋ฉด์„œ
12:15
on both angel investors and ordinary people.
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์ž๊ธˆํ›„์› ๊ฒฐ๊ณผ๋ฅผ ์ดˆ๋ž˜ ํ•  ์ˆ˜ ์žˆ์Œ์„ ์•Œ์•„๋ณด๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
12:18
Simulating the TechCrunch Disrupt environment,
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TechCrunch Disrupt์˜ ํ™˜๊ฒฝ ์‹œ๋ฎฌ๋ ˆ์ด์…˜์ž…๋‹ˆ๋‹ค.
12:21
I had participants listen to four six-minute audio files
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์ €๋Š” ์˜นํ˜ธ์„ฑ๊ณผ ์˜ˆ๋ฐฉ์ฑ… ์–ธ์–ด๋กœ ์กฐ์ž‘๋˜์–ด์ง„
12:25
of 10 question-and-answer exchanges
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10๊ฐœ์˜ ๋ฌธ๋‹ต์„ ๊ตํ™˜ํ•˜์—ฌ
12:28
that were manipulated for promotion and prevention language,
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6๋ถ„์งœ๋ฆฌ ์Œ์„ฑ ํŒŒ์ผ 4๊ฐœ๋ฅผ ์ฐธ๊ฐ€์ž๋“ค์—๊ฒŒ ๋“ค๋ ค์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค.
12:31
and then asked them to allocate a sum of funding
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๊ทธ๋ฆฌ๊ณ  ๊ฐ ๋ฒค์ฒ˜๊ฐ€ ์ฐธ๊ฐ€์ž๋“ค์ด ์ ์ ˆํ•ด ๋ณด์ด๋Š” ๋งŒํผ
12:34
to each venture as they saw fit.
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ํ•ฉ์‚ฐ๋œ ์ž๊ธˆ์˜ ํ• ๋‹น์„ ์œ„ํ•ด ์งˆ๋ฌธํ–ˆ์Šต๋‹ˆ๋‹ค.
12:36
Well, my experimental results reinforced my findings from the field.
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๊ทธ๋Ÿฌ์ž ์ œ ์‹คํ—˜์˜ ๊ฒฐ๊ณผ๋“ค์ด ํ˜„์žฅ์—์„œ ์–ป์€ ๋ฐœ๊ฒฌ์„ ๋ณด๊ฐ•์‹œ์ผœ ์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค.
๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ ์˜นํ˜ธ์„ฑ ์งˆ๋ฌธ์„ ๋ฐ›์€ ์‹œ๋‚˜๋ฆฌ์˜ค๊ฐ€
12:41
Those scenarios where entrepreneurs were asked promotion questions
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๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ ์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›์€ ๊ฒƒ์—
12:45
received twice the funding allocations
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12:47
of those where entrepreneurs were asked prevention questions.
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2๋ฐฐ๋‚˜ ๋” ์ž๊ธˆ์ด ํ• ๋‹น๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
12:51
What's especially promising
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ํŠนํžˆ ์žฅ๋ž˜์„ฑ์žˆ๋Š” ๊ฒƒ์€
์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›์•˜์„ ๋•Œ
12:53
is the fact that those scenarios where entrepreneurs switched
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12:56
as opposed to matched focus when they received prevention questions
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๊ธฐ์—…๊ฐ€๋“ค์ด ๋งž์ถ˜ ์ดˆ์ ์„ ๋ฐ˜๋Œ€๋กœ ๋ฐ”๊พผ ์‹œ๋‚˜๋ฆฌ์˜ค๊ฐ€
13:00
received significantly more funding from both sets of participants.
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์–‘์ชฝ ์ฐธ๊ฐ€์ž๋“ค๋กœ๋ถ€ํ„ฐ ์ƒ๋‹นํžˆ ๋” ์ž๊ธˆ์„ ๋ฐ›์•˜๋‹ค๋Š” ์‚ฌ์‹ค์ž…๋‹ˆ๋‹ค.
13:06
So to my female entrepreneurs out there,
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๊ทธ๋ž˜์„œ ์ œ ์—ฌ์„ฑ ๊ธฐ์—…๊ฐ€๋“ค์—๊ฒŒ,
13:08
here are a couple simple things you could do.
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์—ฌ๊ธฐ ์—ฌ๋Ÿฌ๋ถ„๋“ค์ด ํ•  ์ˆ˜ ์žˆ๋Š” ๊ฐ„๋‹จํ•œ ๊ฒƒ๋“ค์ด ์žˆ์Šต๋‹ˆ๋‹ค.
13:11
The first is to recognize the question you're being asked.
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๊ทธ ์ฒซ๋ฒˆ์งธ๋กœ ์—ฌ๋Ÿฌ๋ถ„์ด ๋ฐ›์€ ์งˆ๋ฌธ์„ ์•Œ์•„์ฐจ๋ ค์•ผ ํ•ฉ๋‹ˆ๋‹ค.
13:15
Are you getting a prevention question?
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์˜ˆ๋ฐฉ์ฑ… ์งˆ๋ฌธ์„ ๋ฐ›๋‚˜์š”?
13:17
If this is the case, answer the question at hand by all means,
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์ด ๊ฒฝ์šฐ์—”, ๋ฌด์Šจ ์ˆ˜๋ฅผ ์จ์„œ๋ผ๋„ ์งˆ๋ฌธ์— ๋‹ต๋ณ€ํ•˜๋˜
13:21
but merely frame your response in promotion
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์—ฌ๋Ÿฌ๋ถ„์˜ ์Šคํƒ€ํŠธ์—…์— ๋” ๋งŽ์€ ์–‘์˜ ์ž๊ธˆ์„ ์–ป๊ธฐ ์œ„ํ•ด
13:24
in an effort to garner higher amounts of funding for your start-ups.
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ํ”„๋กœ๋ชจ์…˜์— ๋Œ€์‘ํ•˜๋Š” ๋‹ต๋ณ€ํ•ฉ๋‹ˆ๋‹ค.
13:29
The unfortunate reality, though,
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๋ถˆ์šดํ•œ ํ˜„์‹ค์€
์Šคํƒ€ํŠธ์—…์„ ํ‰๊ฐ€ํ•˜๋Š” ๋‚จ๋…€ ๋ชจ๋‘์˜
13:32
is that both men and women evaluating start-ups
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์งˆ๋ฌธ์—์„œ ์„ฑ ํŽธํ–ฅ์„ ์•”์‹œํ•˜๋ฉฐ
13:35
display the same implicit gender bias in their questioning,
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13:38
inadvertently favoring male entrepreneurs over female ones.
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๋ฌด์‹ฌ์ฝ” ์—ฌ์„ฑ ์‚ฌ์—…๊ฐ€ ๋„ˆ๋จธ ๋‚จ์„ฑ ์‚ฌ์—…๊ฐ€์— ํ˜ธ์˜๋ฅผ ๋“œ๋Ÿฌ๋ƒ…๋‹ˆ๋‹ค.
13:43
So to my investors out there,
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๊ทธ๋ž˜์„œ ์ œ ํˆฌ์ž์ž๋“ค์—๊ฒŒ,
์ €๋Š” ๋‹จ์ง€ ์—ฌ๋Ÿฌ๋ถ„์ด ์˜ณ์€ ์ผ์„ ํ•˜๊ฒŒ ํ• ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ,
13:45
I would offer that you have an opportunity here
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13:49
to approach Q&A sessions more even-handedly,
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์˜์‚ฌ๊ฒฐ์ •์˜ ์งˆ์„ ํ–ฅ์ƒ์‹œํ‚ฌ ์ˆ˜ ์žˆ๋„๋ก
13:52
not just so that you could do the right thing,
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์งˆ์˜์‘๋‹ต ์‹œ๊ฐ„์— ์—ฌ๋Ÿฌ๋ถ„์ด ๋” ๊ณตํ‰ํ•˜๊ฒŒ ์ ‘๊ทผํ•  ์ˆ˜ ์žˆ๊ฒŒ
๊ธฐํšŒ๋ฅผ ์ œ๊ณตํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.
13:55
but so that you can improve the quality of your decision making.
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14:00
By flashing the same light on every start-up's potential
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์Šคํƒ€ํŠธ์—…์˜ ์†์ต ์ž ์žฌ๋ ฅ์—
14:04
for gains and losses,
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๋™์ผํ•œ ๋น›์„ ๋น„์ถ”๋ฉด
์ž๊ฒฉ์žˆ๋Š” ๋ชจ๋“  ์Šคํƒ€ํŠธ์—…๋“ค์ด ๋น›๋‚  ์ˆ˜ ์žˆ์œผ๋ฉฐ
14:06
you enable all deserving start-ups to shine
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ ๊ณผ์ •์—์„œ ์ˆ˜์ต์„ ๊ทน๋Œ€ํ™” ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
14:09
and you maximize returns in the process.
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14:12
Today, I get to be that girl
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์˜ค๋Š˜, ์ €๋Š” ์ˆ˜์˜์žฅ ์˜†์„ ๊ฑธ์œผ๋ฉด์„œ
14:15
walking by the pool,
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14:17
sounding the alarm
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์–ด๋–ค ์ผ์ด ๋ฒŒ์–ด์ง€๊ณ  ์žˆ๋‹ค๋Š” ๊ฑธ ์•Œ๋ฆฌ๋Š” ์†Œ๋…€๊ฐ€ ๋ฉ๋‹ˆ๋‹ค.
14:19
that something is going on beneath the surface.
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14:23
Together, we have the power to break this cycle
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๋ชจ๋‘ ๊ฐ™์ด, ์šฐ๋ฆฌ๊ฐ€ ์Šคํƒ€๋“œ์—… ์ž๊ธˆ์— ์•”๋ฌต์  ์„ฑ ํŽธ๊ฒฌ์˜
14:26
of implicit gender bias in start-up funding.
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์ˆœํ™˜์˜ ๊ณ ๋ฆฌ๋ฅผ ๋Š๊ธฐ์œ„ํ•ด ํž˜์„ ๋ƒ…์‹œ๋‹ค.
14:30
Let's give the most promising start-ups,
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๊ฐ€์žฅ ์œ ๋งํ•œ ์Šคํƒ€ํŠธ์—… ๊ธฐ์—…๋“ค์—๊ฒŒ
๊ทธ ๊ธฐ์—…์ด ์—ฌ์„ฑ์ด ์ด๋Œ๋“  ๋‚จ์„ฑ์ด ์ด๋Œ๋“  ์ƒ๊ด€์—†์ด
14:33
regardless of whether they're led by men or women,
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14:36
a fighting chance to grow and thrive.
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์„ฑ์žฅํ•˜๊ณ  ๋ฒˆ์˜ํ•  ์ˆ˜ ์žˆ๋„๋ก ์‹ธ์šธ ๊ธฐํšŒ๋ฅผ ์ค๋‹ˆ๋‹ค.
14:40
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
14:41
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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