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+I 'm just going to play a brief video clip . Video : 50,000 pounds . On the 
fifth of December 1985 , a bottle of 1787 Lafitte was sold for 105,000 pounds 
-- nine times the previous world record . Mr. Forbes . The buyer was Kip Forbes 
, son of one of the most flamboyant millionaires of the 20th century . The 
original owner of the bottle turned out to be one of the most enthusiastic wine 
buffs of the 18th century . Château Lafitte is one of the greatest wines in 
the world , the prince of any wine cellar . Benjamin Wallace : Now , that 's 
about all the videotape that remains of an event that set off the 
longest-running mystery in the modern wine world . And the mystery existed 
because of a gentleman named Hardy Rodenstock . In 1985 , he announced to his 
friends in the wine world that he had made this incredible discovery . Some 
workmen in Paris had broken through a brick wall , and happened upon this 
hidden cache of wines -- apparently the property of Thomas Jefferson . 1787 , 
1784. H
 e would n't reveal the exact number of bottles , he would not reveal exactly 
where the building was and he would not reveal exactly who owned the building . 
The mystery persisted for about 20 years . It finally began to get resolved in 
2005 because of this guy . Bill Koch is a Florida billionaire who owns four of 
the Jefferson bottles , and he became suspicious . And he ended up spending 
over a million dollars and hiring ex-FBI and ex-Scotland Yard agents to try to 
get to the bottom of this . There 's now ample evidence that Hardy Rodenstock 
is a con man , and that the Jefferson bottles were fakes . But for those 20 
years , an unbelievable number of really eminent and accomplished figures in 
the wine world were sort of drawn into the orbit of these bottles . I think 
they wanted to believe that the most expensive bottle of wine in the world must 
be the best bottle of wine in the world , must be the rarest bottle of wine in 
the world . I became increasingly , kind of voyeuristically i
 nterested in the question of you know , why do people spend these crazy 
amounts of money , not only on wine but on lots of things , and are they living 
a better life than me ? So , I decided to embark on a quest . With the generous 
backing of a magazine I write for sometimes , I decided to sample the very best 
, or most expensive , or most coveted item in about a dozen categories , which 
was a very grueling quest , as you can imagine . ( Laughter ) This was the 
first one . A lot of the Kobe beef that you see in the U. S. is not the real 
thing . It may come from Wagyu cattle , but it 's not from the original , 
Appalachian Hyogo Prefecture in Japan . There are very few places in the U. S. 
where you can try real Kobe , and one of them is Wolfgang Puck 's restaurant , 
CUT , in Los Angeles . I went there , and I ordered the eight-ounce rib eye for 
160 dollars . And it arrived , and it was tiny . And I was outraged . It was 
like , 160 dollars for this ? And then I took a bite , and I wish
 ed that it was tinier , because Kobe beef is so rich . It 's like foie gras -- 
it 's not even like steak . I almost could n't finish it . I was really happy 
when I was done . ( Laughter ) Now , the photographer who took the pictures for 
this project for some reason posed his dog in a lot of them , so that 's why 
you 're going to see this recurring character . Which , I guess , you know , 
communicates to you that I did not think that one was really worth the price . 
White truffles . One of the most expensive luxury foods by weight in the world 
. To try this , I went to a Mario Batali restaurant in Manhattan -- Del Posto . 
The waiter , you know , came out with the white truffle knob and his shaver , 
and he shaved it onto my pasta and he said , you know , " Would Signore like 
the truffles ? " And the charm of white truffles is in their aroma . It 's not 
in their taste , really . It 's not in their texture . It 's in the smell . 
These white pearlescent flakes hit the noodles , this haun
 ting , wonderful , nutty , mushroomy smell wafted up . 10 seconds passed and 
it was gone . And then I was left with these little ugly flakes on my pasta 
that , you know , their purpose had been served , and so I 'm afraid to say 
that this was also a disappointment to me . There were several -- several of 
these items were disappointments . ( Laughter ) Yeah . The magazine would n't 
pay for me to go there . ( Laughter ) They did give me a tour , though . And 
this hotel suite is 4,300 square feet . It has 360-degree views . It has four 
balconies . It was designed by the architect I. M. Pei . It comes with its own 
Rolls Royce and driver . It comes with its own wine cellar that you can draw 
freely from . When I took the tour , it actually included some Opus One , I was 
glad to see . 30,000 dollars for a night in a hotel . This is soap that 's made 
from silver nanoparticles , which have antibacterial properties . I washed my 
face with this this morning in preparation for this . And it , y
 ou know , tickled a little bit and it smelled good , but I have to say that 
nobody here has complimented me on the cleanliness of my face today . ( 
Laughter ) But then again , nobody has complimented me on the jeans I 'm 
wearing . These ones GQ did spring for -- I own these -- but I will tell you , 
not only did I not get a compliment from any of you , I have not gotten a 
compliment from anybody in the months that I have owned and worn these . I do 
n't think that whether or not you 're getting a compliment should be the test 
of something 's value , but I think in the case of a fashion item , an article 
of clothing , that 's a reasonable benchmark . That said , a lot of work goes 
into these . They are made from handpicked organic Zimbabwean cotton that has 
been shuttle loomed and then hand-dipped in natural indigo 24 times . But no 
compliments . ( Laughter ) Thank you . Armando Manni is a former filmmaker who 
makes this olive oil from an olive that grows on a single slope in Tuscany .
  And he goes to great lengths to protect the olive oil from oxygen and light . 
He uses tiny bottles , the glass is tinted , he tops the olive oil off with an 
inert gas . And he actually -- once he releases a batch of it , he regularly 
conducts molecular analyses and posts the results online , so you can go online 
and look at your batch number and see how the phenolics are developing , and , 
you know , gauge its freshness . I did a blind taste test of this with 20 
people and five other olive oils . It tasted fine . It tasted interesting . It 
was very green , it was very peppery . But in the blind taste test , it came in 
last . The olive oil that came in first was actually a bottle of Whole Foods 
365 olive oil which had been oxidizing next to my stove for six months . ( 
Laughter ) A recurring theme is that a lot of these things are from Japan -- 
you 'll start to notice . I do n't play golf , so I could n't actually road 
test these , but I did interview a guy who owns them . Even the p
 eople who market these clubs -- I mean , they 'll say these have four axis 
shafts which minimize loss of club speed and thereby drive the ball farther -- 
but they 'll say , look , you know , you 're not getting 57,000 dollars worth 
of performance from these clubs . You 're paying for the bling , that they 're 
encrusted with gold and platinum . The guy who I interviewed who owns them did 
say that he 's gotten a lot of pleasure out of them , so ... Oh , yeah , you 
know this one ? This is a coffee made from a very unusual process . The luwak 
is an Asian Palm Civet . It 's a cat that lives in trees , and at night it 
comes down and it prowls the coffee plantations . And apparently it 's a very 
picky eater and it , you know , homes in on only the ripest coffee cherries . 
And then an enzyme in its digestive tract leeches into the beans , and people 
with the unenviable job of collecting these cats ' leavings then go through the 
forest collecting the , you know , results and processing it in
 to coffee -- although you actually can buy it in the unprocessed form . That 
's right . Unrelatedly -- ( Laughter ) Japan is doing crazy things with toilets 
. ( Laughter ) There is now a toilet that has an MP3 player in it . There 's 
one with a fragrance dispenser . There 's one that actually analyzes the 
contents of the bowl and transmits the results via email to your doctor . It 's 
almost like a home medical center -- and that is the direction that Japanese 
toilet technology is heading in . This one does not have those bells and 
whistles , but for pure functionality it 's pretty much the best -- the Neorest 
600. And to try this -- I could n't get a loaner , but I did go into the 
Manhattan showroom of the manufacturer , Toto , and they have a bathroom off of 
the showroom that you can use , which I used . It 's fully automated -- you 
walk towards it , and the seat lifts . The seat is preheated . There 's a water 
jet that cleans you . There 's an air jet that dries you . You get up ,
  it flushes by itself . The lid closes , it self-cleans . Not only is it a 
technological leap forward , but I really do believe it 's a bit of a cultural 
leap forward . I mean , a no hands , no toilet paper toilet . And I want to get 
one of these . ( Laughter ) This was another one I could not get a loaner of . 
Tom Cruise supposedly owns this bed . There 's a little plaque on the end that 
, you know , each buyer gets their name engraved on it . ( Laughter ) To try 
this one , the maker of it let me and my wife spend the night in the Manhattan 
showroom . Lights glaring in off the street , and we had to hire a security 
guard and all these things . But anyway , we had a great night 's sleep . And 
you spend a third of your life in bed . I do n't think it 's that bad of a deal 
. ( Laughter ) This was a fun one . This is the fastest street-legal car in the 
world and the most expensive production car . I got to drive this with a 
chaperone from the company , a professional race car driver , 
 and we drove around the canyons outside of Los Angeles and down on the Pacific 
Coast Highway . And , you know , when we pulled up to a stoplight the people in 
the adjacent cars kind of gave us respectful nods . And it was really amazing . 
It was such a smooth ride . Most of the cars that I drive , if I get up to 80 
they start to rattle . I switched lanes on the highway and the driver , this 
chaperone , said , " You know , you were just going 110 miles an hour . " And I 
had no idea that I was one of those obnoxious people you occasionally see 
weaving in and out of traffic , because it was just that smooth . And if I was 
a billionaire , I would get one . ( Laughter ) This is a completely gratuitous 
video I 'm just going to show of one of the pitfalls of advanced technology . 
This is Tom Cruise arriving at the " Mission : Impossible III " premiere . When 
he tries to open the door , you could call it " Mission : Impossible IV . " 
There was one object that I could not get my hands on , a
 nd that was the 1947 Cheval Blanc . The '47 Cheval Blanc is probably the most 
mythologized wine of the 20th century . And Cheval Blanc is kind of an unusual 
wine for Bordeaux in having a significant percentage of the Cabernet Franc 
grape . And 1947 was a legendary vintage , especially in the right bank of 
Bordeaux . And just together , that vintage and that chateau took on this aura 
that eventually kind of gave it this cultish following . But it 's 60 years old 
. There 's not much of it left . What there is of it left you do n't know if it 
's real -- it 's considered to be the most faked wine in the world . Not that 
many people are looking to pop open their one remaining bottle for a journalist 
. So , I 'd about given up trying to get my hands on one of these . I 'd put 
out feelers to retailers , to auctioneers , and it was coming up empty . And 
then I got an email from a guy named Bipin Desai . Bipin Desai is a UC 
Riverside theoretical physicist who also happens to be the preeminen
 t organizer of rare wine tastings , and he said , " I 've got a tasting coming 
up where we 're going to serve the '47 Cheval Blanc . " And it was going to be 
a double vertical -- it was going to be 30 vintages of Cheval Blanc , and 30 
vintages of Yquem . And it was an invitation you do not refuse . I went . It 
was three days , four meals . And at lunch on Saturday , we opened the '47 . 
And you know , it had this fragrant softness , and it smelled a little bit of 
linseed oil . And then I tasted it , and it , you know , had this kind of 
unctuous , porty richness , which is characteristic of that wine -- that it 
sort of resembles port in a lot of ways . There were people at my table who 
thought it was , you know , fantastic . There were some people who were a 
little less impressed . And I was n't that impressed . And I do n't -- call my 
palate a philistine palate -- so it does n't necessarily mean something that I 
was n't impressed , but I was not the only one there who had that reacti
 on . And it was n't just to that wine . Any one of the wines served at this 
tasting , if I 'd been served it at a dinner party , it would have been , you 
know , the wine experience of my lifetime , and incredibly memorable . But 
drinking 60 great wines over three days , they all just blurred together , and 
it became almost a grueling experience . And I just wanted to finish by 
mentioning a very interesting study which came out earlier this year from some 
researchers at Stanford and Caltech . And they gave subjects the same wine , 
labeled with different price tags . A lot of people , you know , said that they 
liked the more expensive wine more -- it was the same wine , but they thought 
it was a different one that was more expensive . But what was unexpected was 
that these researchers did MRI brain imaging while the people were drinking the 
wine , and not only did they say they enjoyed the more expensively labeled wine 
more -- their brain actually registered as experiencing more pleas
 ure from the same wine when it was labeled with a higher price tag . Thank you 
. 
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+Well , as Alexander Graham Bell famously said on his first successful 
telephone call , " Hello , is that Domino 's Pizza ? " ( Laughter ) I just 
really want to thank you very much . As another famous man , Jerry Garcia , 
said , " What a strange , long trip . " And he should have said , " What a 
strange , long trip it 's about to become . " At this very moment , you are 
viewing my upper half . My lower half is appearing at a different conference -- 
( Laughter ) in a different country . You can , it turns out , be in two places 
at once . But still , I 'm sorry I ca n't be with you in person . I 'll explain 
at another time . And though I 'm a rock star , I just want to assure you that 
none of my wishes will include a hot tub . But what really turns me on about 
technology is not just the ability to get more songs on mp3 players . The 
revolution -- this revolution -- is much bigger than that . I hope , I believe 
. What turns me on about the digital age , what excited me personally , is t
 hat you have closed the gap between dreaming and doing . You see , it used to 
be that if you wanted to make a record of a song , you needed a studio and a 
producer . Now , you need a laptop . If you wanted to make a film , you needed 
a mass of equipment and a Hollywood budget . Now , you need a camera that fits 
in your palm , and a couple of bucks for a blank DVD . Imagination has been 
decoupled from the old constraints . And that really , really excites me . I 'm 
excited when I glimpse that kind of thinking writ large . What I would like to 
see is idealism decoupled from all constraints . Political , economic , 
psychological , whatever . The geopolitical world has got a lot to learn from 
the digital world . From the ease with which you swept away obstacles that no 
one knew could even be budged . And that 's actually what I 'd like to talk 
about today . First , though , I should probably explain why , and how , I got 
to this place . It 's a journey that started 20 years ago . You ma
 y remember that song , " We Are the World , " or , " Do They Know It 's 
Christmas ? " Band Aid , Live Aid . Another very tall , grizzled rock star , my 
friend Sir Bob Geldof , issued a challenge to " feed the world . " It was a 
great moment , and it utterly changed my life . That summer , my wife , Ali , 
and myself went to Ethiopia . We went on the quiet to see for ourselves what 
was going on . We lived in Ethiopia for a month , working at an orphanage . The 
children had a name for me . They called me , " The girl with the beard . " ( 
Laughter ) Do n't ask . Anyway , we found Africa to be a magical place . Big 
skies , big hearts , big , shining continent . Beautiful , royal people . 
Anybody who ever gave anything to Africa got a lot more back . Ethiopia did n't 
just blow my mind ; it opened my mind . Anyway , on our last day at this 
orphanage a man handed me his baby and said , " Would you take my son with you 
? " He knew , in Ireland , that his son would live , and that in Ethiopia
  , his son would die . It was the middle of that awful famine . Well , I 
turned him down . And it was a funny kind of sick feeling , but I turned him 
down . And it 's a feeling I ca n't ever quite forget . And in that moment , I 
started this journey . In that moment , I became the worst thing of all : I 
became a rock star with a cause . Except this is n't the cause , is it ? Six 
and a half thousand Africans dying every single day from AIDS -- a preventable 
, treatable disease -- for lack of drugs we can get in any pharmacy . That 's 
not a cause . That 's an emergency . 11 million AIDS orphans in Africa , 20 
million by the end of the decade . That 's not a cause . That 's an emergency . 
Today , every day , 9,000 more Africans will catch HIV because of 
stigmatization and lack of education . That 's not a cause . That 's an 
emergency . So what we 're talking about here is human rights . The right to 
live like a human . The right to live , period . And what we 're facing in 
Africa is an
  unprecedented threat to human dignity and equality . The next thing I 'd like 
to be clear about is what this problem is , and what this problem is n't . 
Because this is not all about charity . This is about justice . Really . This 
is not about charity . This is about justice . That 's right . And that 's too 
bad , because we 're very good at charity . Americans , like Irish people , are 
good at it . Even the poorest neighborhoods give more than they can afford . We 
like to give , and we give a lot . Look at the response to the tsunami , it 's 
inspiring . But justice is a tougher standard than charity . You see , Africa 
makes a fool of our idea of justice . It makes a farce of our idea of equality 
. It mocks our pieties . It doubts our concern . It questions our commitment . 
Because there is no way we can look at what 's happening in Africa , and if we 
're honest , conclude that it would ever be allowed to happen anywhere else . 
As you heard in the film , anywhere else , not here . 
 Not here , not in America , not in Europe . In fact , a head of state that you 
're all familiar with admitted this to me . And it 's really true . There is no 
chance this kind of hemorrhaging of human life would be accepted anywhere else 
other than Africa . Africa is a continent in flames . And deep down , if we 
really accepted that Africans were equal to us , we would all do more to put 
the fire out . We 're standing around with watering cans , when what we really 
need is the fire brigade . You see , it 's not as dramatic as the tsunami . It 
's crazy , really , when you think about it . Does stuff have to look like an 
action movie these days to exist in the front of our brain ? The slow 
extinguishing of countless lives is just not dramatic enough , it would appear 
. Catastrophes that we can avert are not as interesting as ones we could avert 
. Funny , that . Anyway , I believe that that kind of thinking offends the 
intellectual rigor in this room . Six and a half thousand people dy
 ing a day in Africa may be Africa 's crisis , but the fact that it 's not on 
the nightly news , that we in Europe , or you in America , are not treating it 
like an emergency -- I want to argue with you tonight that that 's our crisis . 
I want to argue that though Africa is not the front line in the war against 
terror , it could be soon . Every week , religious extremists take another 
African village . They 're attempting to bring order to chaos . Well , why are 
n't we ? Poverty breeds despair . We know this . Despair breeds violence . We 
know this . In turbulent times , is n't it cheaper , and smarter , to make 
friends out of potential enemies than to defend yourself against them later ? 
The war against terror is bound up in the war against poverty . And I did n't 
say that . Colin Powell said that . Now when the military are telling us that 
this is a war that cannot be won by military might alone , maybe we should 
listen . There 's an opportunity here , and it 's real . It 's not sp
 in . It 's not wishful thinking . The problems facing the developing world 
afford us in the developed world a chance to re-describe ourselves to the world 
. We will not only transform other people 's lives , but we will also transform 
the way those other lives see us . And that might be smart in these nervous , 
dangerous times . Do n't you think that on a purely commercial level , that 
anti-retroviral drugs are great advertisements for Western ingenuity and 
technology ? Does n't compassion look well on us ? And let 's cut the crap for 
a second . In certain quarters of the world , brand EU , brand USA , is not at 
its shiniest . The neon sign is fizzing and cracking . Someone 's put a brick 
through the window . The regional branch managers are getting nervous . Never 
before have we in the west been so scrutinized . Our values : do we have any ? 
Our credibility ? These things are under attack around the world . Brand USA 
could use some polishing . And I say that as a fan , you know ? A
 s a person who buys the products . But think about it . More anti-retrovirals 
make sense . But that 's just the easy part , or ought to be . But equality for 
Africa -- that 's a big , expensive idea . You see , the scale of the suffering 
numbs us into a kind of indifference . What on earth can we all do about this ? 
Well , much more than we think . We ca n't fix every problem , but the ones we 
can , I want to argue , we must . And because we can , we must . This is the 
straight truth , the righteous truth . It is not a theory . The fact is that 
ours is the first generation that can look disease and extreme poverty in the 
eye , look across the ocean to Africa , and say this , and mean it . We do not 
have to stand for this . A whole continent written off -- we do not have to 
stand for this . ( Applause ) And let me say this without a trace of irony -- 
before I back it up to a bunch of ex-hippies . Forget the '60s . We can change 
the world . I ca n't , you ca n't , as individuals , but
  we can change the world . I really believe that , the people in this room . 
Look at the Gates Foundation . They 've done incredible stuff , unbelievable 
stuff . But working together , we can actually change the world . We can turn 
the inevitable outcomes , and transform the quality of life for millions of 
lives who look and feel rather like us , when you 're up close . I 'm sorry to 
laugh here , but you do look so different than you did in Haight-Ashbury in the 
'60s . ( Laughter ) But I want to argue that this is the moment that you are 
designed for . It is the flowering of the seeds you planted in earlier , 
headier days. Ideas that you gestated in your youth . This is what excites me . 
This room was born for this moment , is really what I want to say to you 
tonight . Most of you started out wanting to change the world , did n't you ? 
Most of you did , the digital world . Well , now , actually because of you , it 
is possible to change the physical world . It 's a fact . Economists 
 confirm it , and they know much more than I do . So why , then , are we not 
pumping our fists into the air ? Probably because when we admit we can do 
something about it , we 've got to do something about it . It is a pain in the 
arse . This equality business is actually a pain in the arse . But for the 
first time in history , we have the technology , we have the know-how , we have 
the cash , we have the life-saving drugs . Do we have the will ? I hope this is 
obvious , but I 'm not a hippie . And I 'm not really one for the warm , fuzzy 
feeling . I do not have flowers in my hair . Actually , I come from punk rock . 
The Clash wore big army boots , not sandals . But I know toughness when I see 
it . And for all the talk of peace and love on the West Coast , there was 
muscle to the movement that started out here . You see , idealism detached from 
action is just a dream . But idealism allied with pragmatism , with rolling up 
your sleeves and making the world bend a bit , is very exciting
  . It 's very real . It 's very strong . And it 's very present in a crowd 
like you . Last year at DATA , this organization I helped set up , we launched 
a campaign to summon this spirit in the fight against AIDS and extreme poverty 
. We 're calling it the ONE Campaign . It 's based on our belief that the 
action of one person can change a lot , but the actions of many coming together 
as one can change the world . Well , we feel that now is the time to prove we 
're right . There are moments in history when civilization redefines itself . 
We believe this is one . We believe that this could be the time when the world 
finally decides that the wanton loss of life in Africa is just no longer 
acceptable . This could be the time that we finally get serious about changing 
the future for most people who live on planet Earth . Momentum has been 
building . Lurching a little , but it 's building . This year is a test for us 
all , especially the leaders of the G8 nations , who really are on the l
 ine here , with all the world in history watching . I have been , of late , 
disappointed with the Bush Administration . They started out with such promise 
on Africa . They made some really great promises , and actually have fulfilled 
a lot of them . But some of them they have n't . They do n't feel the push from 
the ground , is the truth . But my disappointment has much more perspective 
when I talk to American people , and I hear their worries about the deficit , 
and the fiscal well-being of their country . I understand that . But there 's 
much more push from the ground than you 'd think , if we got organized . What I 
try to communicate , and you can help me if you agree , is that aid for Africa 
is just great value for money at a time when America really needs it . Putting 
it in the crassest possible terms , the investment reaps huge returns . Not 
only in lives saved , but in goodwill , stability and security that we 'll gain 
. So this is what I hope that you will do , if I could be
  so bold , and not have it deducted from my number of wishes . ( Laughter ) 
What I hope is that beyond individual merciful acts , that you will tell the 
politicians to do right by Africa , by America and by the world . Give them 
permission , if you like , to spend their political capital and your financial 
capital , your national purse on saving the lives of millions of people . That 
's really what I would like you to do . Because we also need your intellectual 
capital : your ideas , your skills , your ingenuity . And you , at this 
conference , are in a unique position . Some of the technologies we 've been 
talking about , you invented them , or at least revolutionized the way that 
they 're used . Together you have changed the zeitgeist from analog to digital 
, and pushed the boundaries . And we 'd like you to give us that energy . Give 
us that kind of dreaming , that kind of doing . As I say , there 're two things 
on the line here . There 's the continent Africa . But there 's also
  our sense of ourselves . People are starting to figure this out . Movements 
are springing up . Artists , politicians , pop stars , priests , CEOs , NGOs , 
mothers ' unions , student unions . A lot of people are getting together , and 
working under this umbrella I told you about earlier , the ONE Campaign . I 
think they just have one idea in their mind , which is , where you live in the 
world , should not determine whether you live in the world . ( Applause ) 
History , like God , is watching what we do . When the history books get 
written I think our age will be remembered for three things . Really , it 's 
just three things this whole age will be remembered for . The digital 
revolution , yes . The war against terror , yes . And what we did or did not do 
to put out the fires in Africa . Some say we ca n't afford to . I say we ca n't 
afford not to . Thank you , thank you very much . ( Applause ) Okay , my three 
wishes . The ones that TED has offered to grant . You see , if this is tru
 e , and I believe it is , that the digital world you all created has uncoupled 
the creative imagination from the physical constraints of matter . This should 
be a piece of piss . ( Laughter ) I should add that this started out as a much 
longer list of wishes . Most of them impossible , some of them impractical and 
one or two of them certainly immoral . ( Laughter ) This business , it gets to 
be addictive , you know what I mean , when somebody else is picking up the tab 
. Anyway , here 's number one . I wish for you to help build a social movement 
of more than one million American activists for Africa . That is my first wish 
. I believe it 's possible . A few minutes ago , I talked about all the 
citizens ' campaigns that are springing up . You know , there 's lots out there 
. And with this one campaign as our umbrella , my organization , DATA , and 
other groups , have been tapping into the energy and the enthusiasm that 's out 
there from Hollywood into the heartland of America . We k
 now there 's more than enough energy to power this movement . We just need 
your help in making it happen . We want all of you here , church America , 
corporate America , Microsoft America , Apple America , Coke America , Pepsi 
America , nerd America , noisy America . We ca n't afford to be cool and sit 
this one out . I do believe if we build a movement that 's one million 
Americans strong , we 're not going to be denied . We will have the ear of 
Congress . We 'll be the first page in Condi Rice 's briefing book , and right 
into the Oval Office . If there 's one million Americans -- and I really know 
this -- who are ready to make phone calls , who are ready to be on email . I am 
absolutely sure that we can actually change the course of history , literally , 
for the continent of Africa . Anyway , so I 'd like your help in getting that 
signed up . I know John Gage and Sun Microsystems are already on board for this 
, but there 's lots of you we 'd like to talk to . Right , my second wis
 h , number two . I would like one media hit for every person on the planet who 
is living on less than one dollar a day . That 's one billion media hits . 
Could be on Google , could be on AOL . Steve Case , Larry , Sergey -- they 've 
done a lot already . It could be NBC . It could be ABC . Actually we 're 
talking to ABC today about the Oscars . We have a film , produced by Jon Kamen 
at Radical Media . But you know , we want , we need some airtime for our ideas 
. We need to get the math , we need to get the statistics out to the American 
people . I really believe that old Truman line , that if you give the American 
people the facts , they 'll do the right thing . And , the other thing that 's 
important , is that this is not Sally Struthers . This has to be described as 
an adventure , not a burden . ( Video ) : One by one they step forward , a 
nurse , a teacher , a homemaker , and lives are saved . The problem is enormous 
. Every three seconds one person dies . Another three seconds , 
 one more . The situation is so desperate in parts of Africa , Asia , even 
America that aid groups , just as they did for the tsunami are uniting as one , 
acting as one . We can beat extreme poverty , starvation , AIDS . But we need 
your help . One more person , letter , voice will mean the difference between 
life and death for millions of people . Please join us by working together . 
Americans have an unprecedented opportunity . We can make history . We can 
start to make poverty history . One , by one , by one . Please visit ONE at 
this address . We 're not asking for your money . We 're asking for your voice 
. Bono : All right . I wish for TED to truly show the power of information . 
Its power to rewrite the rules and transform lives , by connecting every 
hospital , health clinic and school in one African country . And I would like 
it to be Ethiopia . I believe we can connect every school in Ethiopia , every 
health clinic , every hospital . We can connect to the Internet . That is 
 my wish , my third wish . I think it 's possible . I think we have the money 
and brains in the room to do that . And that would be a mind-blowing wish to 
come true . I 've been to Ethiopia , as I said earlier . It 's actually where 
it all started for me . The idea that the Internet , which changed all of our 
lives , can transform a country -- and a continent that has hardly made it to 
analog , let alone digital -- blows my mind . But it did n't start out that way 
. The first long-distance line from Boston to New York was used in 1885 on the 
phone . It was just nine years later that Addis Ababa was connected by phone to 
Harare , which is 500 kilometers away . Since then , not that much has changed 
. The average waiting time to get a land line in Ethiopia is actually about 
seven or eight years . But wireless technology was n't dreamt up then . Anyway 
, I 'm Irish , and as you can see , I know how important talking is . 
Communication is very important for Ethiopia -- will transform the
  country . Nurses getting better training , pharmacists being able to order 
supplies , doctors sharing their expertise in all aspects of medicine . It 's a 
very , very good idea to get them wired . And that is my third and final wish 
for you at the TED conference . Thank you very much once again . ( Applause ) 
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+I’m going around the world giving talks about Darwin , and usually what 
I’m talking about is Darwin’s strange inversion of reasoning . Now that 
title , that phrase , comes from a critic , an early critic , and this is a 
passage that I just love , and would like to read for you . " In the theory 
with which we have to deal , Absolute Ignorance is the artificer ; so that we 
may enunciate as the fundamental principle of the whole system , that , in 
order to make a perfect and beautiful machine , it is not requisite to know how 
to make it . This proposition will be found on careful examination , to express 
, in condensed form , the essential purport of the Theory , and to express in a 
few words all Mr. Darwin’s meaning ; who , by a strange inversion of 
reasoning , seems to think Absolute Ignorance fully qualified to take the place 
of Absolute Wisdom in the achievements of creative skill . " Exactly . Exactly 
. And it is a strange inversion . A creationist pamphlet has this wonder
 ful page in it : " Test Two : Do you know of any building that didn’t have a 
builder ? Yes No. Do you know of any painting that didn’t have a painter ? 
Yes No. Do you know of any car that didn’t have a maker ? Yes No. If you 
answered " YES " for any of the above , give details . " A-ha ! I mean , it 
really is a strange inversion of reasoning . You would have thought it stands 
to reason that design requires an intelligent designer . But Darwin shows that 
it’s just false . Today , though , I’m going to talk about Darwin’s other 
strange inversion , which is equally puzzling at first , but in some ways just 
as important . It stands to reason that we love chocolate cake because it is 
sweet . Guys go for girls like this because they are sexy . We adore babies 
because they’re so cute . And , of course , we are amused by jokes because 
they are funny . This is all backwards . It is . And Darwin shows us why . 
Let’s start with sweet . Our sweet tooth is basically an evolved su
 gar detector , because sugar is high energy , and it’s just been wired up to 
the preferer , to put it very crudely , and that’s why we like sugar . Honey 
is sweet because we like it , not " we like it because honey is sweet . " 
There’s nothing intrinsically sweet about honey . If you looked at glucose 
molecules till you were blind , you wouldn’t see why they tasted sweet . You 
have to look in our brains to understand why they’re sweet . So if you think 
first there was sweetness , and then we evolved to like sweetness , you’ve 
got it backwards ; that’s just wrong . It’s the other way round . Sweetness 
was born with the wiring which evolved . And there’s nothing intrinsically 
sexy about these young ladies . And it’s a good thing that there isn’t , 
because of there were , then Mother Nature would have a problem : How on earth 
do you get chimps to mate ? Now you might think , ah , there’s a solution : 
hallucinations . That would be one way of doing it , but there
 ’s a quicker way . Just wire the chimps up to love that look , and 
apparently they do . That’s all there is to it . Over six million years , we 
and the chimps evolved our different ways . We became bald-bodied , oddly 
enough ; for one reason or another , they didn’t . If we hadn’t , then 
probably this would be the height of sexiness . Our sweet tooth is an evolved 
and instinctual preference for high-energy food . It wasn’t designed for 
chocolate cake . Chocolate cake is a supernormal stimulus . The term is owed to 
Niko Tinbergen , who did his famous experiments with gulls , where he found 
that that orange spot on the gull’s beak -- if he made a bigger , oranger 
spot the gull chicks would peck at it even harder . It was a hyperstimulus for 
them , and they loved it . What we see with , say , chocolate cake is it’s a 
supernormal stimulus to tweak our design wiring . And there are lots of 
supernormal stimuli ; chocolate cake is one . There 's lots of supernormal 
stimuli fo
 r sexiness . And there 's even supernormal stimuli for cuteness . Here’s a 
pretty good example . It’s important that we love babies , and that we not be 
put off by , say , messy diapers . So babies have to attract our affection and 
our nurturing , and they do . And , by the way , a recent study shows that 
mothers prefer the smell of the dirty diapers of their own baby . So nature 
works on many levels here . But now , if babies didn’t look the way they do , 
if babies looked like this , that’s what we would find adorable , that’s 
what we would find -- we would think , oh my goodness , do I ever want to hug 
that . This is the strange inversion . Well now , finally what about funny . My 
answer is , it’s the same story , the same story . This is the hard one , the 
one that isn’t obvious . That’s why I leave it to the end . And I won’t 
be able to say too much about it . But you have to think evolutionarily , you 
have to think , what hard job that has to be done -- it’s
  dirty work , somebody’s got to do it -- is so important to give us such a 
powerful , inbuilt reward for it when we succeed . Now , I think we 've found 
the answer , I and a few of my colleagues . It’s a neural system that’s 
wired up to reward the brain for doing a grubby clerical job . Our bumper 
sticker for this view is that this is the joy of debugging . Now I’m not 
going to have time to spell it all out , but I’ll just say that only some 
kinds of debugging get the reward . And what we’re doing is we’re using 
humor as a sort of neuroscientific probe by switching humor on and off , by 
turning the knob on a joke -- now it’s not funny ... oh , now it’s funnier 
... now we’ll turn a little bit more ... now it’s not funny -- in this way 
, we can actually learn something about the architecture of the brain , the 
functional architecture of the brain . Matthew Hurley is the first author of 
this . We call it the Hurley Model . He’s a computer scientist , Reginald Ad
 ams a psychologist , and there I am , and we’re putting this together into a 
book . Thank you very much . 
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+So I am a pediatric cancer doctor and stem-cell researcher at Stanford 
University where my clinical focus has been bone marrow transplantation . Now , 
inspired by Jill Bolte Taylor last year , I did n't bring a human brain , but I 
did bring a liter of bone marrow . And bone marrow is actually what we use to 
save the lives of tens of thousands of patients , most of whom have advanced 
malignancies like leukemia and lymphoma and some other diseases . So , a few 
years ago , I 'm doing my transplant fellowship at Stanford . I 'm in the 
operating room . We have Bob here , who is a volunteer donor . We 're sending 
his marrow across the country to save the life of a child with leukemia . So 
actually how do we harvest this bone marrow ? Well we have a whole O. R. team , 
general anesthesia , nurses , and another doctor across from me . Bob 's on the 
table , and we take this sort of small needle , you know , not too big . And 
the way we do this is we basically place this through the soft tissu
 e , and kind of punch it into the hard bone , into the tuchus -- that 's a 
technical term -- and aspirate about 10 mls of bone marrow out , each time , 
with a syringe . And hand it off to the nurse . She squirts it into a tin . 
Hands it back to me . And we do that again and again . About 200 times usually 
. And by the end of this my arm is sore , I 've got a callus on my hand . Let 
alone Bob , Whose rear end looks something more like this , like swiss cheese . 
So I 'm thinking , you know , this procedure has n't changed in about 40 years 
. And there is probably a better way to do this . So I thought of a minimally 
invasive approach . And a new device that we call the Marrow Miner . This is it 
. And the Marrow Miner , the way it works is shown here . Our standard 
see-through patient . Instead of entering the bone dozens of times , we enter 
just once , into the front of the hip or the back of the hip . And we have a 
flexible , powered catheter with a special wire loop tip that stays i
 nside the crunchy part of the marrow and follows the contours of the hip , as 
it moves around . So it enables you to very rapidly aspirate , or suck out , 
rich bone marrow very quickly through one hole . We can do multiple passes 
through that same entry . No robots required . And , so , very quickly , Bob 
can just get one puncture , local anesthesia , and do this harvest as an 
outpatient . So I did a few prototypes . I got a small little grant at Stanford 
. And played around with this a little bit . And our team members developed 
this technology . And eventually we got two large animals , and pig studies . 
And we found , to our surprise , that we not only got bone marrow out , but we 
got 10 times the stem cell activity in the marrow from the Marrow Miner , 
compared to the normal device . This device was just FDA approved in the last 
year . Here is a live patient . You can see it following the flexible curves 
around . There will be be two passes here , in the same patient , from the 
 same hole . This was done under local anesthesia , as an outpatient . And we 
got , again , about three to six times more stem cells than the standard 
approach done on the same patient . So why should you care ? Bone marrow is a 
very rich source of adult stem cells . You all know about embryonic stem cells 
. They 've got great potential but have n't yet entered clinical trials . Adult 
stem cells are throughout our body , including the blood-forming stem cells in 
our bone marrow . Which we 've been using as a form of stem-cell therapy for 
over 40 years . In the last decade there 's been an explosion of use of bone 
marrow stem cells to treat the patient 's other diseases such as heart disease 
, vascular disease , orthopedics , tissue engineering , even in neurology to 
treat Parkinson 's , and diabetes . We 've just come out , we 're 
commercializing , this year , generation 2.0 of the Marrow Miner . The hope is 
is that this gets more stem cells out . Which translates to better outcomes 
 . It may encourage more people to sign up to be potential live saving bone 
marrow donors . It may even enable you to bank your own marrow stem cells , 
when you 're younger and healthier , to use in the future , should you need it 
. And ultimately -- and here 's a picture of our bone marrow transplant 
survivors , who come together for a reunion each year at Stanford . Hopefully 
this technology will let us have more of these survivors in the future . Thanks 
. ( Applause ) 
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+Thank you so much everyone from TED , and Chris and Amy in particular . I 
cannot believe I 'm here . I have not slept in weeks . Neil and I were sitting 
there comparing how little we 've slept in anticipation for this . I 've never 
been so nervous -- and I do this when I 'm nervous , I just realized . So , I 
'm going to talk about sort of what we did at this organization called 826 
Valencia , and then I 'm going to talk about how we all might join in and do 
similar things . Back in about 2000 , I was living in Brooklyn , I was trying 
to finish my first book , I was wandering around dazed every day because I 
wrote from 12 a. m. to 5 a. m. So I would walk around in a daze during the day 
. I had no mental acuity to speak of during the day , but I had flexible hours 
. In the Brooklyn neighborhood that I lived in , Park Slope , there are a lot 
of writers -- it 's like a very high per-capita ratio of writers to normal 
people . Meanwhile , I had grown up around a lot of teachers . My mom w
 as a teacher , my sister became a teacher and after college so many of my 
friends went into teaching . And so I was always hearing them talk about their 
lives and how inspiring they were , and they were really sort of the most 
hard-working and constantly inspiring people I knew . But I knew so many of the 
things they were up against , so many of the struggles they were dealing with . 
And one of them was that so many of my friends that were teaching in city 
schools were having trouble with their students keeping up at grade level , in 
their reading and writing in particular . Now , so many of these students had 
come from households where English is n't spoken in the home , where many of 
them have different special needs , learning disabilities . And of course they 
're working in schools which sometimes and very often are under-funded . And so 
they would talk to me about this and say , " You know , what we really need is 
just more people , more bodies , more one-on-one attention , mor
 e hours , more expertise from people that have skills in English and can work 
with these students one-on-one . " Now , I would say , " Well , why do n't you 
just work with them one-on-one ? " And they would say , " Well , we have five 
classes of 30 to 40 students each . This can lead up to 150 , 180 , 200 
students a day . How can we possibly give each student even one hour a week of 
one-on-one attention ? " You 'd have to greatly multiply the workweek and clone 
the teachers . And so we started talking about this . And at the same time , I 
thought about this massive group of people I knew : writers , editors , 
journalists , graduate students , assistant professors , you name it . All 
these people that had sort of flexible daily hours and an interest in the 
English word -- I hope to have an interest in the English language , but I 'm 
not speaking it well right now . I 'm trying . That clock has got me . But 
everyone that I knew had an interest in the primacy of the written word in ter
 ms of nurturing a democracy , nurturing an enlightened life . And so they had 
, you know , their time and their interest , but at the same time there was n't 
a conduit that I knew of in my community to bring these two communities 
together . So when I moved back to San Francisco , we rented this building . 
And the idea was to put McSweeney 's -- McSweeney 's Quarterly , that we 
published twice or three times a year , and a few other magazines -- we were 
going to move it into an office for the first time . It used to be in my 
kitchen in Brooklyn . We were going to move it into an office , and we were 
going to actually share space with a tutoring center . So we thought , " We 'll 
have all these writers and editors and everybody -- sort of a writing community 
coming into the office every day anyway , why do n't we just open up the front 
of the building for students to come in there after school , get extra help on 
their written homework , so you have basically no border between these tw
 o communities ? " So the idea was that we would be working on whatever we 're 
working on , at 2:30 the students flow in and you put down what you 're doing , 
or you trade , or you work a little bit later or whatever it is . You give 
those hours in the afternoon to the students in the neighborhood . So , we had 
this place , we rented it , the landlord was all for it . We did this mural , 
that 's a Chris Ware mural , that basically explains the entire history of the 
printed word , in mural form -- it takes a long time to digest and you have to 
stand in the middle of the road . So we rented this space . And everything was 
great except the landlord said , " Well , the space is zoned for retail ; you 
have to come up with something . " You 've gotta sell something . You ca n't 
just have a tutoring center . " So we thought , " Ha ha ! Really ! " And we 
could n't think of anything necessarily to sell , but we did all the necessary 
research . It used to be a weight room , so there were rubbe
 r floors below , acoustic tile ceilings , fluorescent lights . We took all 
that down , and we found beautiful wooden floors , whitewashed beams and it had 
the look -- while we were renovating this place , somebody said , " You know , 
it really kind of looks like the hull of a ship . " And we looked around and 
somebody else said , " Well , you should sell supplies to the working buccaneer 
. " And so this is what we did . So it made everybody laugh , and we said , " 
There 's a point to that . Let 's sell pirate supplies . " This is the pirate 
supply store . You see , this is sort of a sketch I did on a napkin . A great 
carpenter built all this stuff and you see , we made it look sort of pirate 
supply-like . Here you see planks sold by the foot and we have supplies to 
combat scurvy ; we have the peg legs there , that are all handmade and fitted 
to you ; up at the top you see the eyepatch display , which is the black column 
there for everyday use , your regular eyepatch , and then you h
 ave the pastel and other colors for stepping out at night -- special occasions 
, bar mitzvahs and whatever . So we opened this place . And this is a vat that 
we fill with treasures that students dig in : this is replacement eyes in case 
you lose one ; these are some signs that we have all over the place : " 
Practical Joking with Pirates . " While you 're reading the sign , we pull a 
rope behind the counter and eight mop heads drop on your head . That was just 
my one thing -- I said we had to have something that drops on people 's heads . 
It became mop heads . And this is the fish theater , which is just a saltwater 
tank with three seats , and then right behind it we set up this space . Which 
was the tutoring center . So right there is the tutoring center , and then 
behind the curtain are the McSweeney 's offices , where all of us would be 
working on the magazine and book editing and like that . The kids would come in 
-- or we thought they would come in . I should back up . We set th
 e place up , we opened up , we spent months and months renovating this place . 
We had tables , chairs , computers , everything . I went to a dot-com auction 
at a Holiday Inn in Palo Alto and I bought 11 G4s with a stroke of a paddle . 
Anyway , we bought 'em , we set everything up and then we waited . It was 
started with about 12 of my friends , people that I had known for years that 
were writers in the neighborhood . And we sat . And at 2:30 we put a sandwich 
board out on the front sidewalk and it just said , " Free Tutoring for Your 
English-Related and Writing-Related Needs -- Just Come In , It 's All Free . " 
And we thought , " Oh , they 're going to storm the gates , they 're gonna love 
it . " And they did n't . And so we waited , we sat at the tables , we waited 
and waited . And everybody was becoming very discouraged because it was weeks 
and weeks that we waited , really , where nobody came in . And then somebody 
alerted us to the fact that maybe there was a trust gap , because
  we were operating behind a pirate supply store . We never put it together , 
you know ? And so then , around that time , I persuaded a woman named Nineveh 
Caligari , a longtime San Francisco educator -- she was teaching in Mexico City 
, she had all the experience necessary , knew everything about education , was 
connected with all the teachers and community members in the neighborhood . I 
convinced her to move up from Mexico City where she was teaching ; she took 
over as executive director . Immediately , she made the inroads with the 
teachers and the parents and the students and everything , and so suddenly it 
was actually full every day . And what we were trying to offer every day was 
one-on-one attention . The goal was to have a one-to-one ratio with every one 
of these students . You know , it 's been proven that 35 to 40 hours a year 
with one-on-one attention , a student can get one grade level higher . And so 
most of these students , English is not spoken in the home . They com
 e there , many times their parents -- you ca n't see it , but there 's a 
church pew that I bought in a Berkeley auction right there -- the parents will 
sometimes watch while their kids are being tutored . So that was the basis of 
it , was one-on-one attention . And we found ourselves full every day with kids 
. If you 're on Valencia Street within those few blocks at around 2:00 , 2:30 , 
you will get run over , often , by the kids and their big backpacks , or 
whatever , actually running to this space . Which is very strange , because it 
's school , in a way . But there was something psychological happening there 
that was just a little bit different . And the other thing was , there was no 
stigma . Kids were n't going into the " Center-for-Kids-That-Need-More-Help " 
or something like that . It was 826 Valencia . First of all , it was a pirate 
supply store , which is insane . And then secondly , there 's a publishing 
company in the back . And so our interns were actually working at the
  same tables very often , and shoulder-to-shoulder , computer next to computer 
with the students . And so it became a tutoring center -- publishing center , 
is what we called it -- and a writing center . They go in , and they might be 
working with a high school student actually working on a novel -- because we 
had very gifted kids , too . So there 's no stigma . They 're all working next 
to each other . It 's all a creative endeavor . They 're seeing adults . They 
're modeling their behavior . These adults , they 're working in their field . 
They can lean over , ask a question of one of these adults and it all sort of 
feeds on each other . There 's a lot of cross-pollination . The only problem , 
especially for the adults working at McSweeney 's who had n't necessarily 
bought into all of this when they signed up , was that there was just the one 
bathroom . With like 60 kids a day , this is a problem . But you know , there 
's something about the kids finishing their homework in a give
 n day , working one-on-one , getting all this attention -- they go home , they 
're finished . They do n't stall , they do n't do their homework in front of 
the TV . They 're allowed to go home at 5:30 , enjoy their family , enjoy other 
hobbies , get outside , play . And that makes a happy family . A bunch of happy 
families in a neighborhood is a happy community . A bunch of happy communities 
tied together is a happy city and a happy world . So the key to it all is 
homework ! There you have it , you know -- one-on-one attention . So we started 
off with about 12 volunteers , and then we had about 50. And then a couple 
hundred . And we now have 1,400 volunteers on our roster . And we make it 
incredibly easy to volunteer . The key thing is , even if you only have a 
couple of hours a month , those two hours shoulder-to-shoulder , next to one 
student , concentrated attention , shining this beam of light on their work , 
on their thoughts and their self-expression , is going to be absolutel
 y transformative , because so many of the students have not had that ever 
before . So we said , " Even if you have two hours one Sunday every six months 
, it does n't matter . That 's going to be enough . " So that 's partly why the 
tutor corps grew so fast . Then we said , " Well , what are we going to do with 
the space during the day , because it has to be used before 2:30 ? " So we 
started bringing in classes during the day . So every day , there 's a field 
trip where they together create a book ; you can see it being typed up above . 
This is one of the classes getting way too excited about writing . You just 
point a camera at a class , and it always looks like this . So this is one of 
the books that they do . Notice the title of the book , " The Book That Was 
Never Checked Out : Titanic . " And the first line of that book is , " Once 
there was a book named Cindy that was about the Titanic . " So , meanwhile , 
there 's an adult in the back typing this up , taking it completely se
 riously , which blows their mind . So then we still had more tutors to use . 
This is a shot of just some of the tutors during one of the events . The 
teachers that we work with -- and everything is different to teachers -- they 
tell us what to do . We went in there thinking , " We 're ultimately , 
completely malleable . You 're going to tell us . The neighborhood 's going to 
tell us , the parents are going to tell us . The teachers are going to tell us 
how we 're most useful . " So then they said , " Why do n't you come into the 
schools ? Because what about the students that would n't come to you , 
necessarily , who do n't have really active parents that are bringing them , or 
are n't close enough ? " So then we started saying , " Well , we 've got 1,400 
people on our tutor roster . Let 's just put out the word . " A teacher will 
say , " I need 12 tutors for the next five Sundays . We 're working on our 
college essays . Send them in . " So we put that out on the wire : 1,400 tutors 
 . Whoever can make it signs up . They go in about a half an hour before the 
class . The teacher tells them what to do , how to do it , what their training 
is , what their project is so far . They work under the teacher 's guide , and 
it 's all in one big room . And that 's actually the brunt of what we do is , 
people going straight from their workplace , straight from home , straight into 
the classroom and working directly with the students . So then we 're able to 
work with thousands and thousands more students . Then another school said , " 
Well , what if we just give you a classroom and you can staff it all day ? " So 
this is the Everett Middle School Writers ' Room , where we decorated it in 
buccaneer style . It 's right off the library . And there we serve all 529 kids 
in this middle school . This is their newspaper , the " Straight-Up News , " 
that has an ongoing column from Mayor Gavin Newsom in both languages -- English 
and Spanish . So then one day Isabel Allende wrote to u
 s and said , " Hey , why do n't you assign a book with high school students ? 
I want them to write about how to achieve peace in a violent world . " And so 
we went into Thurgood Marshall High School , which is a school that we had 
worked with on some other things , and we gave that assignment to the students 
. And we said , " Isabel Allende is going to read all your essays at the end . 
She 's going to publish them in a book . She 's going to sponsor the printing 
of this book in paperback form . It 's going to be available in all the 
bookstores in the Bay Area and throughout the world , on Amazon and you name it 
. " And so these kids worked harder than they 've ever worked on anything in 
their lives , because there was that outside audience , there was Isabel 
Allende on the other end . I think we had about 170 tutors that worked on this 
book with them and so this worked out incredibly well . We had a big party at 
the end . This is a book that you can find anywhere . So that led to a 
 series of these . You can see Amy Tan sponsored the next one , " I Might Get 
Somewhere . " And this became an ongoing thing . More and more books . Now we 
're sort of addicted to the book thing . The kids will work harder than they 
've ever worked in their life if they know it 's going to be permanent , know 
it 's going to be on a shelf , know that nobody can diminish what they 've 
thought and said , that we 've honored their words , honored their thoughts 
with hundreds of hours of five drafts , six drafts -- all this attention that 
we give to their thoughts . And once they achieve that level , once they 've 
written at that level , they can never go back . It 's absolutely 
transformative . And so then they 're all sold in the store . This is near the 
planks . We sell all the student books . Where else would you put them , right 
? So we sell 'em , and then something weird had been happening with the stores 
. The store , actually -- even though we started out as just a gag -- the stor
 e actually made money . So it was paying the rent . And maybe this is just a 
San Francisco thing -- I do n't know , I do n't want to judge . But people 
would come in -- and this was before the pirate movies and everything ! It was 
making a lot of money . Not a lot of money , but it was paying the rent , 
paying a full-time staff member there . There 's the ocean maps you can see on 
the left . And it became a gateway to the community , People would come in and 
say , " What the -- ? What is this ? " I do n't want to swear on the web . Is 
that a rule ? I do n't know . They would say , " What is this ? " And people 
would come in and learn more about it . And then right beyond -- there 's 
usually a little chain there -- right beyond , they would see the kids being 
tutored . This is a field trip going on . And so they would be shopping , and 
they might be more likely to buy some lard , or millet for their parrot , or , 
you know , a hook , or hook protector for nighttime , all of these thin
 gs we sell . So the store actually did really well . But it brought in so many 
people : teachers , donors , volunteers , everybody . Because it was street 
level . It was open to the public . It was n't a non-profit buried , you know , 
on the 30th floor of some building downtown . It was right in the neighborhood 
that it was serving , and it was open all the time to the public . So , it 
became this sort of weird , happy accident . So all the people I used to know 
in Brooklyn , they said , " Well , why do n't we have a place like that here ? 
" And a lot of them had been former educators or would-be educators , so they 
combined with a lot of local designers , local writers , and they just took the 
idea independently and they did their own thing . They did n't want to sell 
pirate supplies ; they did n't think that that was going to work there . So , 
knowing the crime-fighting community in New York , they opened the Brooklyn 
Superhero Supply Company . This is Sam Potts ' great design tha
 t did this . And this was to make it look sort of like one of those keysmith 
's shops that has to have every service they 've ever offered , you know , all 
over there . So they opened this place . Inside it 's like a Costco for 
superheroes -- all the supplies in kind of basic form . These are all handmade 
. These are all sort of repurposed other products , or whatever . All the 
packaging is done by Sam Potts . So then you have the villain containment unit 
, where kids put their parents . You have the office . This is a little vault 
-- you have put your product in there , it goes up an electric lift and then 
the guy behind the counter tells you that you have to recite the vow of heroism 
, which you do if you want to buy anything . And it limits , really , their 
sales . Personally , I think it 's a problem . Because they have to do it hand 
on heart and everything . These are some of the products . These are all 
handmade . This is a secret identity kit . If you want to take on the iden
 tity of Sharon Boone , one American female marketing executive from Hoboken , 
New Jersey . It 's a full dossier on everything you would need to know about 
Sharon Boone . So , this is the capery where you get fitted for your cape , and 
then you walk up these three steel-graded steps and then we turn on three 
hydraulic fans from every side and then you can see the cape in action . There 
's nothing worse than , you know , getting up there and the cape is bunching up 
or something like that . So then , the secret door -- this is one of the 
shelves you do n't see when you walk in but it slowly opens . You can see it 
there in the middle next to all the grappling hooks . It opens and then this is 
the tutoring center in the back . So you can see the full effect ! But this is 
-- I just want to emphasize -- locally funded , locally built . All the 
designers , all of the builders , everybody was local , all the time was 
pro-bono . I just came and visited and said , " Yes , you guys are doing gr
 eat , " or whatever . That was it . You can see the time in all five boroughs 
of New York in the back . So this is the space during tutoring hours . It 's 
very busy . Same principles : one-on-one attention , complete devotion to the 
students ' work and a boundless optimism and sort of a possibility of 
creativity and ideas . And this switch is flicked in their heads when they walk 
through those 18 feet of this bizarre store , right ? So it 's school , but it 
's not school . It 's clearly not school , even though they 're working 
shoulder-to-shoulder on tables , pencils and papers , whatever . This is one of 
the students , Khaled Hamdan . You can read this quote . Addicted to video 
games and TV . Could n't concentrate at home . Came in . Got this concentrated 
attention . And he could n't escape it . So soon enough , he was writing . He 
would finish his homework early -- got really addicted to finishing his 
homework early . It 's an addictive thing to sort of be done with it and to hav
 e it checked and to know he 's going to achieve the next thing and be prepared 
for school the next day . So he got hooked on that , and then he started doing 
other things . He 's now been published in five books . He co-wrote a 
mockumentary about failed superheroes called " Super-Has-Beens . " He wrote a 
series on " Penguin Balboa , " which is a fighting -- a boxing -- penguin . And 
then he read aloud just a few weeks ago to 500 people at Symphony Space , at a 
benefit for 826 New York . So he 's there every day . He 's evangelical about 
it . He brings his cousins in now . There 's four family members that come in 
every day . So , I 'll go through really quickly . This is L. A. , The Echo 
Park Time Travel Mart : " Whenever you are , we 're already then . " This is 
sort of a 7-11 for time travelers . So you see everything : it 's exactly as a 
7-11 would be . Leeches . Mammoth chunks . They even have their own slurpee 
machine : " Out of order . Come back yesterday . " Anyway . So I 'm 
 going to jump ahead . These are spaces that are only affiliated with us , 
doing this same thing : Word St. in Pittsfield , Massachusetts . Ink Spot in 
Cincinnati . Youth Speaks , San Francisco , California , which inspired us . 
Studio St. Louis in St. Louis . Austin Bat Cave in Austin . Fighting Words in 
Dublin , Ireland , started by Roddy Doyle ; this will be open in April . Now I 
'm going to the TED Wish -- is that okay ? All right ; I 've got a minute . So 
, the TED Wish : I wish that you -- you personally and every creative 
individual and organization you know -- will find a way to directly engage with 
a public school in your area and that you 'll then tell the story of how you 
got involved , so that within a year we have a thousand examples -- a thousand 
! -- of transformative partnerships . Profound leaps forward ! And these can be 
things that maybe you 're already doing . I know that so many people in this 
room are already doing really interesting things . I know that for a f
 act . So , tell us these stories and inspire others on the website . We 
created a website , I 'm going to switch to " we " and not " I " hope : We hope 
that the attendees of this conference will usher in a new era of participation 
in our public schools . We hope that you will take the lead in partnering your 
innovative spirit and expertise with that of innovative educators in your 
community . Always let the teachers lead the way . They will tell you how to be 
useful . I hope that you 'll step in and help out . There are a million ways . 
You can walk up to your local school and consult with the teachers . They 'll 
always tell you how to help . So -- this is with Hot Studio in San Francisco , 
they did this phenomenal job . This website is already up , it 's already got a 
bunch of stories , a lot of ideas . It 's called " Once Upon a School , " which 
is a great title , I think . This site will document every story , every 
project that comes out of this conference and around the world .
  So you go to the website ; you see a bunch of ideas you can be inspired by 
and then you add your own projects once you get started . Hot Studio did a 
great job in a very tight deadline . So , visit the site . If you have any 
questions , you can ask this guy , who 's our director of national programs . 
He 'll be on the phone . You email him , he 'll answer any question you 
possibly want . And he 'll get you inspired and get you going and guide you 
through the process so that you can affect change . And it can be fun ! That 's 
the point of this talk -- it need n't be sterile . It need n't be 
bureaucratically untenable . You can do and use the skills that you have . The 
schools need you . The teachers need you . Students and parents need you . They 
need your actual person : your physical personhood and your open minds and open 
ears and boundless compassion , sitting next to them , listening and nodding 
and asking questions for hours at a time . Some of these kids just do n't plain 
kno
 w how good they are : how smart and how much they have to say . You can tell 
them . You can shine that light on them , one human interaction at a time . So 
we hope you 'll join us . Thank you so much . 
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+The new me is beauty . ( Laughter ) Yeah , people used to say , you know , 
Norman 's OK , but if you followed what he said , everything would be usable 
but it would be ugly . Well , I did n't have that in mind , so ... This is neat 
. Thank you for setting up my display . I mean , it 's just wonderful . And I 
have n't the slightest idea what it does or what it 's good for , but I want it 
. And that 's my new life . My new life is trying to understand what beauty is 
about , and pretty , and emotions . The new me is all about making things kind 
of neat and fun . And so this is a Philippe Starck juicer , produced by Alessi 
. It 's so much fun I have it in my house , but I have it in the entryway , I 
do n't use it to make juice . ( Laughter ) In fact , I bought the gold-plated 
special edition and it comes with a little slip of paper that says , " Do n't 
use this juicer to make juice . The acid will ruin the gold-plating . " ( 
Laughter ) So actually , I took a carton of orange juice and I
  poured it in the glass to take this picture . ( Laughter ) But , beneath it 
is a wonderful knife . It 's a Global cutting knife made in Japan . First of 
all , look at the shape , it 's just wonderful to look at . Second of all , it 
's really beautiful balanced it holds -- feels well . And third of all , it 's 
so sharp , it just cuts . It 's a delight to use . And so , it 's got 
everything , right ? It 's beautiful and it 's functional . And I can tell you 
stories about it , which makes it reflective , and so you 'll see I have a 
theory of emotion . And those are the three components . Hiroshi Ishii and his 
group at the MIT Media Lab took a ping-pong table and a projector above it , 
and on the ping-pong table they projected an image of water and fish swimming 
in it . And as you play ping-pong , whenever the ball hits part of the table 
the ripples spread out and the fish run away . But of course , then the ball 
hits the other side , ripples hit the -- poor fish , they ca n't find any
  peace and quiet . ( Laughter ) And , is that a good way to play ping-pong ? 
No. But is it fun ? Yeah ! Yeah . So -- or look at Google . If you type in , oh 
say , " emotion and design " you get 10 pages of results . So Google just took 
their logo and they spread it out . Instead of saying " You got 73,000 results 
. This one through 20. Next , " they just give you as many O 's as there are 
pages . It 's really simple and subtle . I bet a lot of you have seen it and 
never noticed it . That 's the subconscious mind that sort of notices it , it 
probably is kind of pleasant and you did n't know why . And it 's just clever . 
And of course , what 's especially good , if you type " design and emotion , " 
the first response out of those 10 pages is my website . ( Laughter ) Now , the 
weird thing is Google lies because if I type " design and emotion , " it says , 
" You do n't need the 'and . ' We do it anyway . " So , OK . So I type " design 
emotion " and my website was n't first again . It w
 as third . Oh well , different story . There was this wonderful review in The 
New York Times about the MINI Cooper automobile . It said , " You know , this 
is a car that has lots of faults . Buy it anyway . It 's so much fun to drive . 
" And if you look at the inside of the car -- I mean , I wanted to see , I 
rented it , this is me taking a picture while my son is driving -- and the 
inside of the car , the whole design is fun . It 's round , it 's neat . The 
controls work wonderfully . So that 's my new life , it 's all about fun . I 
really have the feeling that pleasant things work better , and that never made 
any sense to me until I finally figured out , look ... I 'm going to put a 
plank on the ground . So , imagine I have a plank about two feet wide and 30 
feet long and I 'm going to walk on it , and you see I can walk on it without 
looking , I can go back and forth and I can jump up and down . No problem . Now 
I 'm going to put the plank 300 feet in the air and I 'm not going t
 o go near it , thank you . Intense fear paralyzes you . It actually affects 
the way the brain works . So , Paul Saffo , just before his talk said that he 
did n't really have it down until just a few days or hours before the talk , 
and that anxiety was really helpful in causing him to focus And that 's what 
fear and anxiety does It causes you to be -- what 's called depth-first 
processing -- to focus , not be distracted , and I could n't force myself 
across that . Now some people can -- circus workers , steel workers . But it 
really changes the way you think . And then , a psychologist , Alice Isen , did 
this wonderful experiment . She brought students in to solve problems So , she 
'd bring people into the room , there 'd be a string hanging down here and a 
string hanging down here and an empty room , except a table with a bunch of 
crap on it -- some papers and scissors and stuff . And she 'd bring them in , 
and she 'd say , " This is an IQ test and it determines how well you do in l
 ife . Would you tie those two strings together ? " So they 'd take one string 
and they 'd pull it over here and they could n't reach the other string . Still 
ca n't reach it . And , basically none of them could solve it . You bring in a 
second group of people , and you say , " Oh , before we start , I got this box 
of candy , and I do n't eat candy . Would you like the box of candy ? " And 
turns out they liked it , and it made them happy , not very happy , but a 
little bit of happy . And guess what -- they solved the problem . And it turns 
out that when you 're anxious you squirt neural transmitters in the brain , 
which focuses you makes you depth-first , And when you 're happy -- what we 
call positive valence -- you squirt dopamine into the prefrontal lobes , which 
makes you a breadth-first problem solver you 're more susceptible to 
interruption , you do out of the box thinking . That 's what brainstorming 's 
about , right ? With brainstorming we make you happy , we play games , and
  we say , " No criticism , " and you get all these weird , neat ideas . But in 
fact , if that 's how you always were you 'd never get any work done because 
you 'd be working along and say , " Oh , I got a new way of doing it . " So to 
get work done , you 've got to set a deadline , right ? You 've got be anxious 
. So the brain works differently and if you 're happy , things work better 
because you 're more creative You get a little problem , you say , " Ah , I 'll 
figure it out . " No big deal . There 's something I call the visceral level of 
processing . Biology -- we have co-adapted through biology to like bright 
colors . That 's especially good that mammals and primates like fruits and 
bright plants , because you eat the fruit and you thereby spread the seed . 
There 's an amazing amount of stuff that 's built into the brain . We dislike 
bitter tastes , we dislike loud sounds , we dislike hot temperatures , cold 
temperatures . We dislike scolding voices , we dislike frowning faces
  , We like symmetrical faces , et cetera , et cetera . So that 's the visceral 
level and in design you can express visceral in lots of ways , like the choice 
of type fonts and the red for hot , exciting . Or the 1963 Jaguar . It 's 
actually a crummy car , falls apart all the time , but the owners love it . And 
it 's beautiful -- it 's in the Museum of Modern Art . A water bottle . You buy 
it because of the bottle , not because of the water . And when people are 
finished , they do n't throw it away they keep it for -- you know , it 's like 
the old wine bottles , you keep it for decoration or maybe fill it with water 
again , which proves it 's not the water . It 's all about the visceral 
experience . The middle level of processing is the behavioral level and that 's 
actually where most of our stuff gets done . Visceral is subconscious , you 're 
unaware of it Behavioral is subconscious , you 're unaware of it . Almost 
everything we do is subconscious . I 'm walking around the stage , I
  'm not attending to the control of my legs . I 'm doing a lot , most of my 
talk is subconscious , it 's been rehearsed and thought about a lot . Most of 
what we do is subconscious . Automatic behavior -- skilled behavior is 
subconscious , controlled by the behavioral side . And behavioral design is all 
about feeling in control , which includes usability , understanding , but also 
the feel and heft . That 's why the Global knives are so neat . They 're so 
nicely balanced , so sharp , you really feel you 're in control of the cutting 
. Or just driving a high-performance sports car over a demanding curb , again 
feeling that you are in complete control of the environment . Or the sensual 
feeling . This is a Kohler shower , a waterfall shower , and actually , all 
those knobs beneath are also shower heads . It will squirt you all around And 
you can stay in that shower for hours . And not waste water , by the way , it 
recirculates the same dirty water . ( Laughter ) Or this -- this is a r
 eally neat teapot I found at high tea at The Four Seasons Hotel in Chicago . 
It 's a Ronnefeldt tilting teapot . That 's kind of what the teapot looks like 
but the way you use it is you lay it on its back , and you put tea in , and 
then you fill it with water because water then seeps over the tea . And the tea 
is sitting in this stuff to the right -- the tea is to the right of this line . 
There 's a little ledge inside , so the tea is sitting there and the water is 
filling it up like that . And when the tea is ready , or almost ready , you 
tilt it . And that means the tea is partially covered while it completes the 
brewing . And when it 's finished , you put it vertically , and now the tea is 
-- you remember -- above this line and the water only comes to here and so it 
keeps the tea out And on top of that , it communicates , which is what emotion 
does . Emotion is all about acting , emotion is really about acting . It 's 
being safe in the world . Cognition is about understanding the
  world , emotion is about interpreting it saying good , bad , safe , dangerous 
, and getting us ready to act , which is why the muscles tense or relax . And 
that 's why we can tell the emotion of somebody else , because their muscles 
are acting , subconsciously , except that we 've evolved to make the facial 
muscles really rich with emotion . Well , this has emotions if you like , 
because it signals the waiter that , " Hey , I 'm finished . See -- upright . " 
And the waiter can come by and say , " Would you like more water ? " It 's kind 
of neat . What a wonderful design . And the third level is reflective , which 
is , if you like the superego , it 's a little part of the brain that has no 
control over what you do , no control over the -- does n't see the senses , 
does n't control the muscles . It looks over what 's going on . It 's that 
little voice in your head . that 's watching and saying , " That 's good . That 
's bad . " or " Why are you doing that ? I do n't understand . " It
  's that little voice in your head that 's the seat of consciousness . Here 's 
a great reflective product . Owners of the Hummer have said , " You know I 've 
owned many cars in my life all sorts of exotic cars , but never have I had a 
car that attracted so much attention . " It 's about their image , it 's not 
about the car . But even if you want a more positive model , this is the GM car 
. And the reason you might buy it now is because you care about the environment 
And you 'll buy it to protect the environment , even though the first few cars 
are going to be really expensive and not perfected . But that 's reflective 
design as well . Or an expensive watch so you can impress people , who say " Oh 
gee , I did n't know you had that watch . " As opposed to this one , which is a 
pure behavioral watch , which probably keeps better time than the 13,000 dollar 
watch I just showed you . But it 's ugly . This is a clear Don Norman watch . 
And what 's neat is sometimes you pit one emotion ag
 ainst the other , the visceral fear of falling against the reflective state 
saying " It 's OK . It 's OK . It 's safe . It 's safe . " If that amusement 
park were rusty and falling apart , you 'd never go on the ride . So , it 's 
pitting one against the other . The other neat thing ( Laughter ) So Jake Cress 
is this furniture maker , and he makes this unbelievable set of furniture . And 
this is his chair with claw , and the poor little chair has lost its ball and 
it 's trying to get it back before anybody notices . And what 's so neat about 
it is how you accept that story . And that 's what 's nice about emotion . So 
that 's the new me . I 'm only saying positive things from now on . ( Laughter 
) ( Applause ) 
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