# Transcript: It’s a campaign! What if it really is?

## Description

Every day we are exposed to thousands of messages. Many of them don’t even reach our consciousness. Yet we still behave according to them. Or do we? Karel will exceptionally open up about what annoys him about marketing, ads, and the very marketing he successfully makes a living from. He will reveal a few tricks, teach us how to activate critical thinking, and praise common sense. Will you join us?



Who is Karel Novotný



Karel Novotný AKA Mindless has been working in advertising and marketing for over 20 years. Recently, he has focused on creating brand strategies within his brand.family. Thousands of brands have passed through his hands; for years he managed marketing for the legendary Remoska and NEWTON University, where he also teaches and co-leads a business accelerator. He wrote and published the successful pink book Neradost. He builds his work on blunt straightforwardness with a pinch of humor. He even calls himself the jester of kings.

## Transcript

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**[00:10:00]** as a big advantage. We have furry stuff there, honestly, I don't really know why.

**[00:10:06]** 33% interest discount. The world keeps turning, everything's fine, it's fun, and most importantly, there's a lot of it.

**[00:10:13]** If you jump a bit further, it's 30 seconds that separate us from, and this is quite typical,

**[00:10:19]** it's like an old ad convincing you as a candy maker that it's time to really enjoy it

**[00:10:25]** and properly reward yourself, meaning a perfect reward. We have a round Fidorka, ask me,

**[00:10:31]** but of course it's one of my favorite sweets from my youth, it's really traditional.

**[00:10:38]** It's round, let's admit it, that's the only thing it does, it's round.

**[00:10:43]** And so the creatives fumble decade after decade, and currently we have this,

**[00:10:48]** that if it's round, it's a reward, so it's a medal. So the point of the spot is,

**[00:10:54]** whether it's healthy or not, what it's for, and where it actually comes from,

**[00:10:58]** that we reward ourselves with sweets, I'll get to that in a moment,

**[00:11:02]** but it's normal, we're all used to it, when we've been good that day,

**[00:11:06]** we have something sweet in the evening, here we even get medals with it.

**[00:11:10]** These are my favorites, I personally consider them some of the most dangerous.

**[00:11:16]** It's basically promising in TV ads for non-prescription products

**[00:11:22]** that they will improve your health. I really find this quite intense already.

**[00:11:28]** They don't hold back. Of course, de jure it's fine,

**[00:11:33]** there are some legislative restrictions, prescription claims are not allowed,

**[00:11:37]** but non-prescription claims are allowed. And then it's just a festival of

**[00:11:42]** what you can do today without a doctor.

**[00:11:46]** You can stop having digestive problems, we'll show that later,

**[00:11:50]** which today you have along with worries about depression.

**[00:11:53]** Likewise here, this is my favorite, here is a father with his daughter,

**[00:11:57]** going to fix a shelf for his daughter, but the father is unable,

**[00:12:01]** because he has some unspecified hand problems.

**[00:12:05]** He takes this miraculous pill, which, and it's always good to look,

**[00:12:11]** at the scientific images, here you see the nervous system,

**[00:12:15]** lighting up through the hand, because the pill will heal you

**[00:12:19]** like sick nerves and it's all over.

**[00:12:21]** Personally, by the way, I also have a bit of trouble with it

**[00:12:24]** and as a doctor’s patient, I can't figure out how to help with it

**[00:12:28]** after more than ten different preparations, and I probably wouldn't succeed,

**[00:12:32]** if I went to the pharmacy thinking I'd get neurobion,

**[00:12:35]** which I don't know the price of, and start tightening like when I was young.

**[00:12:39]** But the world keeps turning, as I said, everything is fine,

**[00:12:43]** mainly it's fun and trustworthy.

**[00:12:46]** Let's jump somewhere completely different.

**[00:12:48]** Now we have something like drugstores here.

**[00:12:50]** By the way, still the same commercial block.

**[00:12:52]** Here you really have to almost laugh.

**[00:12:54]** The normal like is rising, but I just enjoy it,

**[00:12:57]** it will last until the end.

**[00:12:58]** So now I have some campaign here for freshening up the apartment.

**[00:13:01]** You've definitely seen that.

**[00:13:02]** Airvík, inhale, exhale, Airvík.

**[00:13:04]** Instead of dealing with why the apartment smells,

**[00:13:07]** we don't care about that, so we just cover it up by

**[00:13:11]** making it the most interesting solution possible.

**[00:13:13]** So for a moment, there's the dude with the motorcycle,

**[00:13:16]** then there's some device without the motorcycle,

**[00:13:18]** then it's about motion detection, and you know all that.

**[00:13:20]** And now they're looking for the ideal narrative for us,

**[00:13:24]** the consumer, what is the sexiest for us,

**[00:13:27]** but mainly not to worry about why.

**[00:13:30]** The important thing is how to fix it.

**[00:13:33]** By the way, I think you'll find this in many cases.

**[00:13:37]** Especially with medical things, the advertising,

**[00:13:41]** I won't even mention exactly what, the names are always a bit crazy.

**[00:13:45]** Especially for digestion, some liver or whatever.

**[00:13:48]** And there’s actually a flood,

**[00:13:51]** a festival of bad lifestyle habits,

**[00:13:54]** there’s greasy stuff and I don’t know what else.

**[00:13:58]** And now how the liver suffers and why you should take the tablet,

**[00:14:01]** so the liver stops suffering.

**[00:14:04]** If only you could enjoy your terrible life that you indulge in.

**[00:14:08]** Bang, boom, again fifty percent off.

**[00:14:11]** Martin Stránský sells it in the pharmacy and it’s all perfect.

**[00:14:15]** And actually the world is resigned to it,

**[00:14:18]** or at least the TV tells us it's normal,

**[00:14:21]** that being addicted to chocolate is normal,

**[00:14:24]** that having a messy apartment is normal,

**[00:14:27]** that our livers are dying from our terrible lifestyle.

**[00:14:31]** Simply because it's actually okay to solve it, no big deal.

**[00:14:34]** So let's keep going, it's really easy.

**[00:14:37]** Of course, critical thinking is whining here, but nothing can be done.

**[00:14:41]** Have you noticed, we now have a perfect era of mascots.

**[00:14:46]** That's really trending now.

**[00:14:48]** So while we have a blue chameleon in the bank

**[00:14:51]** and experts are amazed, wow,

**[00:14:54]** we also have a festival of rough comparison mascots.

**[00:14:59]** If you didn't know, meet Rixo.

**[00:15:03]** This is Rixo, even with his family.

**[00:15:06]** He has a whole gang of Rixo chats or something like that.

**[00:15:11]** He's a likeable guy who is an expert

**[00:15:14]** in comparing car insurance and who knows what else.

**[00:15:18]** Then e-insurance has the Apes.

**[00:15:21]** So there's a gorilla family that tries to push you,

**[00:15:26]** and I don't remember the name anymore.

**[00:15:29]** You can compare like at the Ape place,

**[00:15:32]** because it's probably so dumbed down that even the Ape can handle it.

**[00:15:36]** Then we have an agent comparator and so on.

**[00:15:39]** Every proper comparison app has its own tuned-up mascot,

**[00:15:43]** that goes into battle for them.

**[00:15:46]** By the way, we might even show that later.

**[00:15:49]** Here we have another one, I don't know if these are Apes,

**[00:15:52]** this time animated and colorful,

**[00:15:55]** and they are energy-related, but not far from the comparison theme.

**[00:15:58]** It's really funny to sit by the TV now and take

**[00:16:01]** some bowl with something and watch it like this,

**[00:16:04]** because it's truly a festival of nonsense.

**[00:16:07]** And you keep asking yourself, why.

**[00:16:10]** No wonder I professionally dressed up as a clown,

**[00:16:14]** because really, no offense to colleagues and clients

**[00:16:20]** and to the consumer framework, it's really a terrible clown show,

**[00:16:23]** what's happening around us.

**[00:16:26]** And to a large extent, I could not care less,

**[00:16:29]** because a comparison site or something is just a worm here,

**[00:16:32]** but then, when you take these mechanics into an election year,

**[00:16:37]** for example, and you'll find that consumer unconsciousness

**[00:16:42]** or the ignorance and lack of activation of critical thinking

**[00:16:47]** then becomes a co-perpetrator of that,

**[00:16:49]** how we will live here for the next 10-20 years,

**[00:16:52]** so it starts to be a somewhat more serious topic, at least for me.

**[00:16:56]** I don't know what to do about it, we won't solve it here today, that's clear.

**[00:17:00]** But the principles we're showing today

**[00:17:02]** and the absurdity of what we see every day on TV,

**[00:17:06]** is more or less the same as what's happening in the public space

**[00:17:11]** and in the political campaign exactly the same.

**[00:17:13]** And a lot is at stake there.

**[00:17:15]** And I'm absolutely sure that the better we understand marketing as consumers,

**[00:17:19]** and as voters,

**[00:17:22]** the better life here can be for us over time.

**[00:17:25]** But we're not the first, when I thought about it,

**[00:17:29]** where I've seen this before, you don't have to read it all now,

**[00:17:32]** but this is a piece from my favorite Kocourkov by Sekora,

**[00:17:37]** so different civilizations have probably been struggling with this

**[00:17:42]** for thousands of years, just repackaging the instruments

**[00:17:46]** of either stupidity or, on the contrary, ignorance.

**[00:17:49]** Kocourkov is a whole novel based on how

**[00:17:54]** people who are a bit, I dare say,

**[00:17:58]** less smart than others, become easier targets for manipulation

**[00:18:02]** and certain activities and practices.

**[00:18:05]** In this excerpt, they tried to light up a poorly built town hall by

**[00:18:09]** carrying light in bags into the darkened town hall,

**[00:18:13]** and it didn't work.

**[00:18:14]** The smarter ones even carried it in basins,

**[00:18:16]** because they are bigger than the bag.

**[00:18:19]** Still, it didn't work.

**[00:18:20]** Maybe you remember this from compulsory reading in elementary school.

**[00:18:22]** It seemed a bit silly to me when I prepared it,

**[00:18:24]** that it's a whole humorous novel,

**[00:18:27]** but some situations we see around us,

**[00:18:32]** or at least I perceive them,

**[00:18:35]** aren't that far from Kocourkov.

**[00:18:37]** Sure, we're not selling light in bags yet,

**[00:18:41]** but some activities aren't far from that at all.

**[00:18:46]** What we can see around us,

**[00:18:52]** Just try to reflect on it yourself,

**[00:18:54]** what has surprised you recently.

**[00:18:59]** The word manipulation has already come up here.

**[00:19:01]** It's clearly all around us.

**[00:19:05]** When I talk about it with students or some colleague

**[00:19:09]** after a lecture and so on, it's interesting

**[00:19:12]** that somewhere, I don't know for what historical reason,

**[00:19:17]** manipulation is associated exclusively with a negative connotation,

**[00:19:21]** that to manipulate means to do something bad to the other person

**[00:19:24]** and we can add, for example, without their knowledge and so on.

**[00:19:28]** And of course, when we then look

**[00:19:30]** into our marketing and advertising industry,

**[00:19:33]** manipulation is like a phenomenon,

**[00:19:35]** the bad one, and now it doesn't matter who,

**[00:19:37]** whether a corporation, a brand, or a politician,

**[00:19:39]** someone manipulates the customer.

**[00:19:43]** To some extent, that's true, I can't deny it.

**[00:19:46]** The principle that without the other side

**[00:19:48]** being aware of it,

**[00:19:50]** they start to behave differently according to

**[00:19:52]** what the first side has in mind, that's the principle.

**[00:19:55]** I just want to slightly,

**[00:19:58]** and I try to fix the reputation of manipulation.

**[00:20:00]** There is also a lot of good manipulation.

**[00:20:03]** That I want something and convince the other side of it,

**[00:20:07]** doesn't mean it's only in the negative sense of the word, but there are many positive manipulations,

**[00:20:13]** which can help someone, save them, and so on, avoid some situation.

**[00:20:17]** Try to think about it. I believe we all manipulate.

**[00:20:21]** I am very often accused of being a manipulator and I've been told that many times.

**[00:20:28]** I like to reply that who isn't.

**[00:20:30]** One of my greatest teachers was my grandmother, who convinced me

**[00:20:35]** to basically be chubby and addicted to sugar from a young age,

**[00:20:37]** because she had various tricks on how I should add another dumpling or another dumpling,

**[00:20:42]** or have chocolate precisely because either I deserved it.

**[00:20:45]** Or, you surely know, the logic that refusing a dumpling means rejecting love for grandma.

**[00:20:51]** She always, that grandmother, could construct it so that

**[00:20:53]** if I didn't add more, it would be like betraying love for her and the whole world.

**[00:20:58]** And so you add more and then learn that it's actually normal

**[00:21:01]** to refuse dumplings like strawberry ones for lunch,

**[00:21:03]** even though there's no protein in them at all and so on.

**[00:21:05]** But maybe about that later.

**[00:21:07]** Manipulation is all around us, please try working with it this way.

**[00:21:10]** Manipulation isn't evil, it's not done by evil people, every one of you manipulates daily, constantly.

**[00:21:16]** We couldn't live as humans without it.

**[00:21:19]** What we can differ in and where we get lost,

**[00:21:21]** is how consciously or unconsciously someone manipulates.

**[00:21:26]** And how well you can detect manipulation on yourself,

**[00:21:30]** or how you can't detect manipulation on yourself.

**[00:21:32]** That means, in both directions,

**[00:21:35]** at the very least it's about becoming aware of whether

**[00:21:39]** it's happening, whether I'm doing it, and whether it's being done to me.

**[00:21:43]** Whether I want to allow it,

**[00:21:45]** or whether I trigger some defense mechanism.

**[00:21:47]** That's the key logic,

**[00:21:49]** which doesn't only apply to marketing and advertising,

**[00:21:51]** but of course also to interpersonal interaction.

**[00:21:53]** And it's the principle that we are emotional beings

**[00:21:56]** and luckily don't have everything fully rationally under control.

**[00:22:02]** When I was putting together the title and the whole topic,

**[00:22:06]** here's a little etymological detour.

**[00:22:09]** I always like to look at the original meaning of words.

**[00:22:12]** By the way, I recommend if you're curious,

**[00:22:14]** when you come across an interesting word

**[00:22:16]** that you use but don't really know what it means,

**[00:22:19]** check Wikipedia or somewhere else.

**[00:22:21]** Sometimes there are quite interesting insights.

**[00:22:23]** Greek and Latin often tend to reveal

**[00:22:26]** what something really is.

**[00:22:28]** I was delighted to find out what 'campaign' means.

**[00:22:31]** It's a word we use all the time.

**[00:22:33]** You might guess it's from French or something.

**[00:22:36]** Here I found a kind of map of how the word originated.

**[00:22:40]** I would never have thought that campaign, campus, camp—all come from the same root.

**[00:22:44]** It's always from the same origin.

**[00:22:46]** It means plain, flat land.

**[00:22:48]** Because that's where it started.

**[00:22:50]** After all, Campania is a region in Italy.

**[00:22:53]** And military campaigns were originally fought on those plains.

**[00:22:57]** So armies could easily meet there

**[00:22:59]** without having to think too much about it.

**[00:23:01]** So they unleashed one horde on another, and that was on the plain.

**[00:23:04]** That's the whole clever trick.

**[00:23:06]** Some of the meanings are good if they remain interesting to this day.

**[00:23:10]** The meaning of the campaign has twisted,

**[00:23:12]** so unfortunately it has nothing to do with each other anymore.

**[00:23:14]** I would have liked it a lot if the campaign was still the plain today,

**[00:23:17]** but today it's obviously something different.

**[00:23:19]** Campaigns, and there's probably nothing surprising here,

**[00:23:23]** mean that someone tries systematically

**[00:23:26]** in several consecutive steps to achieve,

**[00:23:29]** let's say simply some kind of victory,

**[00:23:32]** to reach some goal, whether to gain election votes,

**[00:23:35]** or sell goods, or whatever.

**[00:23:38]** And the campaign is characterized precisely by the fact

**[00:23:41]** that it is not a one-time activity, a one-time action,

**[00:23:44]** but often 10-20 steps leading to the goal.

**[00:23:47]** It takes a year, two, three.

**[00:23:49]** It's all well thought out, someone would call it strategy,

**[00:23:52]** but let's not get into wordplay.

**[00:23:55]** Here I say that unfortunately it's no longer the plain,

**[00:23:58]** the campaign as it used to be.

**[00:24:01]** But what is happening around us is that someone has to,

**[00:24:05]** like for a bank, put in a blue chameleon,

**[00:24:08]** an energy company has a blue pičáky.

**[00:24:11]** Dude, like why, where, I don't get it.

**[00:24:14]** But it's not that simple.

**[00:24:17]** If we look at it from the client's perspective,

**[00:24:20]** from the seller's perspective, from the company's perspective,

**[00:24:23]** which has it tough in its competitive environment,

**[00:24:26]** it's good to realize that the world has really changed and shifted a lot recently.

**[00:24:30]** It's no surprise that this is mainly due to technologies,

**[00:24:33]** which are increasingly becoming part of,

**[00:24:36]** an autonomous part of our lives.

**[00:24:39]** And all this, among other effects, has this effect.

**[00:24:42]** Here I show an example of supersonic, hypersonic.

**[00:24:46]** That also has some meaning, supersonic and hypersonic.

**[00:24:52]** Maybe you've heard of it, a supersonic plane,

**[00:24:55]** which flies faster than the speed of sound, one mach.

**[00:24:58]** And hypersonic ones even exceed five times the speed of sound.

**[00:25:06]** Such planes don't exist, but there are hypersonic missiles.

**[00:25:10]** You might have heard about them because of the war in Ukraine.

**[00:25:13]** It's not just that it's hyper or cool,

**[00:25:16]** but it actually means something, super and hyper.

**[00:25:20]** I enjoy seeing it in the context of marketing topics.

**[00:25:24]** Maybe ten years ago there was a super offer,

**[00:25:28]** but now we might be entering the era of hyper offers.

**[00:25:33]** It's scary, and it's not easy for us as consumers,

**[00:25:37]** and even less so for the producers.

**[00:25:40]** Because what we face every single day

**[00:25:45]** is consciously unimaginable,

**[00:25:49]** like a huge pile of messages,

**[00:25:52]** that our brain has to deal with every day.

**[00:25:56]** I asked AI about this,

**[00:25:58]** then I double-checked it several times.

**[00:26:01]** Various studies are roughly in the same range.

**[00:26:05]** In the end, it doesn't matter if it's three thousand, two thousand,

**[00:26:08]** or four thousand.

**[00:26:10]** It's simply thousands of messages,

**[00:26:12]** that our brain has to process every single day.

**[00:26:16]** You can see the curve is quite steep,

**[00:26:19]** almost exponential,

**[00:26:21]** and the markers there

**[00:26:23]** are just technological milestones.

**[00:26:26]** That means one social network comes,

**[00:26:28]** then another social network, and so on.

**[00:26:30]** And social networks are the main co-conspirators

**[00:26:33]** why the curve looks like this.

**[00:26:36]** Or the internet in general, sorry.

**[00:26:38]** It's not just more billboards

**[00:26:41]** and more TV commercials.

**[00:26:42]** That has stayed the same,

**[00:26:43]** but the internet has kind of gotten out of control,

**[00:26:45]** and the brain is attacked everywhere

**[00:26:49]** even with new techniques and so on.

**[00:26:51]** The problem is,

**[00:26:52]** that the number is,

**[00:26:55]** I dare say, unbelievable and maybe nonsensical for each of you.

**[00:26:57]** What's the trick?

**[00:27:04]** The trick lies in this here.

**[00:27:07]** We will always want to confront that number

**[00:27:11]** with some awareness

**[00:27:13]** or consciousness of the communications exposures

**[00:27:15]** that surround us.

**[00:27:17]** And there will definitely be far fewer of those,

**[00:27:19]** which is totally fine.

**[00:27:20]** Maybe five hundred, I don't know.

**[00:27:22]** The problem is,

**[00:27:23]** that the remaining thousands

**[00:27:25]** never reach our consciousness

**[00:27:27]** and stay somewhere in our subconscious.

**[00:27:29]** When you swipe your phone and look,

**[00:27:31]** you think

**[00:27:32]** you're looking at one thing,

**[00:27:33]** but our brain is much smarter

**[00:27:35]** and it registers on the screen

**[00:27:37]** all seven ads

**[00:27:38]** that are there at that moment.

**[00:27:39]** Not just the one to which

**[00:27:40]** you kindly direct your attention.

**[00:27:43]** And now it gets really interesting,

**[00:27:45]** because when there are multiple exposures in one place,

**[00:27:49]** and on top of that,

**[00:27:51]** our attention is brutally limited by time,

**[00:27:52]** because the finger doesn't stay still,

**[00:27:54]** it’s already swiping further,

**[00:27:55]** either up or down.

**[00:27:57]** We keep disliking some things,

**[00:27:58]** liking others more,

**[00:27:59]** so we give each exposure

**[00:28:01]** only a fraction of a second,

**[00:28:03]** like a split second.

**[00:28:05]** And on top of that, most

**[00:28:07]** are in some peripheral vision of the unconscious.

**[00:28:09]** And this is what those unfortunate brands,

**[00:28:10]** those unfortunate manufacturers,

**[00:28:13]** and creatives, and so on,

**[00:28:15]** are up against.

**[00:28:19]** because they try

**[00:28:20]** to draw attention to themselves

**[00:28:22]** even in that peak second,

**[00:28:23]** even in the subconscious,

**[00:28:24]** so that your attention

**[00:28:25]** goes to that one education of theirs.

**[00:28:28]** We are entering a time

**[00:28:30]** when the fact that a company

**[00:28:32]** can do something good,

**[00:28:34]** is a good starting point,

**[00:28:36]** but more and more

**[00:28:38]** it is key and crucial

**[00:28:40]** that it also knows how to engage.

**[00:28:42]** That it knows how to

**[00:28:43]** actually draw attention to itself,

**[00:28:45]** because otherwise it will fade away

**[00:28:46]** and turn gray

**[00:28:47]** and remain just in the subconscious

**[00:28:49]** and never come out.

**[00:28:51]** This is the battle being fought for us,

**[00:28:54]** which is why the communication space

**[00:28:57]** is so dramatically contrasted.

**[00:29:00]** Everyone has their own colors,

**[00:29:02]** and you've seen hairy things in banks

**[00:29:04]** and so on, and so forth.

**[00:29:06]** I will show some examples

**[00:29:07]** later on,

**[00:29:09]** but that's the principle.

**[00:29:10]** They are simply fighting

**[00:29:11]** for your, our, my subconscious

**[00:29:13]** and want to break in and sneak in there

**[00:29:15]** and ideally stay there.

**[00:29:17]** That is the key.

**[00:29:19]** Again, from the principle of cognitive psychology,

**[00:29:21]** our brain is trained

**[00:29:22]** that once it becomes familiar with a shape,

**[00:29:24]** with a gestalt,

**[00:29:26]** and that shape is friendly to it,

**[00:29:28]** then when I later see a jumble

**[00:29:30]** of various shapes and campaigns,

**[00:29:32]** so the brain basically wants

**[00:29:34]** to fix this in place,

**[00:29:35]** something it has seen before

**[00:29:36]** and maybe was satisfied with.

**[00:29:38]** And every marketer tries to get there.

**[00:29:40]** To this situation,

**[00:29:42]** where the technical term

**[00:29:43]** is so-called mentally available.

**[00:29:45]** That in a certain situation you remember

**[00:29:48]** that when you're hungry,

**[00:29:49]** you crave this.

**[00:29:51]** When you want to reward yourself,

**[00:29:52]** you take that Fidorka,

**[00:29:53]** and now a festival of arguments starts,

**[00:29:55]** I got it as a kid,

**[00:29:57]** but that's already somewhat manipulative.

**[00:30:00]** A conscious, subconscious lie you start telling yourself,

**[00:30:03]** because there's no real reason to want Fidorka or not.

**[00:30:07]** But for some reason, you're a fan of two or three sweets.

**[00:30:11]** A simple idea, and it doesn't matter if it's sweets, chips, or anything else,

**[00:30:18]** by the way, chips are my favorite, try walking past the chip aisle in a hypermarket next time.

**[00:30:24]** That's the hyper-offer I was talking about.

**[00:30:27]** It's not just hyper-offer on the internet, you know it well.

**[00:30:30]** Count how many steps you can walk past the chips.

**[00:30:35]** Then count that it's in three rows.

**[00:30:38]** And then ask yourself, why?

**[00:30:42]** Like, what's going on here?

**[00:30:44]** How is it possible to walk seven steps past chips?

**[00:30:47]** How come you can walk four steps past laundry detergents, toothpaste, or whatever else?

**[00:30:52]** In these categories, there are dozens of variants you have to choose from.

**[00:30:59]** In this decision paralysis, where to reach.

**[00:31:04]** Each type comes in three sizes and five flavors and who knows what else.

**[00:31:08]** OK, we probably need this.

**[00:31:10]** That's exactly the state we're in.

**[00:31:13]** That means mental availability is the golden grail of the brand,

**[00:31:18]** because it wants you, when you stand in front of that ten or seven meter chip aisle,

**[00:31:23]** to start looking for your own.

**[00:31:26]** For some reason.

**[00:31:28]** Statistically, it's impossible for them to win on that shelf, it's too late.

**[00:31:33]** Someone else wins.

**[00:31:35]** And that fight is what marketing has to do today.

**[00:31:38]** So that when you stand in front of that shelf, you're looking for where my bohémia are,

**[00:31:43]** because crunching brings people closer.

**[00:31:46]** What?

**[00:31:47]** I'll show you, I have a screenshot.

**[00:31:49]** Crunching brings people closer?

**[00:31:51]** Have you ever seen the calorie counts and other info?

**[00:31:55]** And closer to what, or why?

**[00:31:57]** OK.

**[00:31:58]** But you're looking for bohémia because...

**[00:32:00]** And now the question is, what's your reason for looking for them?

**[00:32:03]** And what I really want to give you today,

**[00:32:08]** is to try to become aware of these mostly unconscious purchasing processes.

**[00:32:17]** It's a bit painful, sometimes hard and tough on yourself,

**[00:32:21]** but next time you stand at the third shelf,

**[00:32:24]** try to hold back your reaching hand for a moment

**[00:32:27]** and ask it, hey, where are you going?

**[00:32:30]** Like, why? Who sent you there?

**[00:32:33]** Because you don't know.

**[00:32:35]** In the vast majority of cases.

**[00:32:36]** And now we're just playing a game, you're in a hurry,

**[00:32:39]** you have to pick up the kids from kindergarten.

**[00:32:42]** It doesn't matter what situation you're in,

**[00:32:44]** but you still end up with a cart full of those items.

**[00:32:47]** And why is that?

**[00:32:48]** Why are those things in your cart?

**[00:32:50]** Because they were on sale? Fair enough.

**[00:32:52]** That's a perfectly fine answer.

**[00:32:54]** Or because you like them, you were satisfied with them,

**[00:32:56]** or, or, or.

**[00:32:57]** There can be many reasons,

**[00:32:59]** but maybe half of those items are there consciously,

**[00:33:02]** and the other half unconsciously out of habit.

**[00:33:05]** So try sending your mind there

**[00:33:07]** and ask your hand why it chose those particular things.

**[00:33:10]** You might discover something interesting.

**[00:33:12]** The subconscious is one thing.

**[00:33:14]** The other thing is,

**[00:33:15]** if we play a bit with the words,

**[00:33:18]** there is the unconscious.

**[00:33:20]** And here I only imagine some kind of ignorance.

**[00:33:24]** That means, the awareness might want to,

**[00:33:27]** but you don't have the information, you don't have any structures,

**[00:33:32]** you don't understand, you don't know why it happens.

**[00:33:34]** But maybe you would want to.

**[00:33:36]** That means, it's some kind of curiosity.

**[00:33:38]** Just from that time, it doesn't happen much today,

**[00:33:41]** my dad used to call me quite often,

**[00:33:43]** I probably shouldn't watch this, but I greet him anyway,

**[00:33:46]** which is politics, I apologize,

**[00:33:50]** he called me about which yogurts he can buy and which not.

**[00:33:54]** Because he didn't want to buy yogurts from a certain source.

**[00:33:59]** So he always calls me, always, "Kajčo, please,

**[00:34:01]** I have this in my hand now, is it okay or not?"

**[00:34:03]** I say, yes, it's fine, you can buy it.

**[00:34:06]** That means, he encountered ignorance,

**[00:34:08]** he was able to make the purchasing process conscious,

**[00:34:11]** but he ran into the limit of his knowledge,

**[00:34:15]** but at least he tried to activate that knowledge somehow.

**[00:34:18]** Then it's just a question of the tool, the technology,

**[00:34:21]** whether you have a phone in your hand or you learn those things,

**[00:34:24]** whether you are interested or not.

**[00:34:25]** But actually the will, or having some intention,

**[00:34:30]** so you know what you want, because,

**[00:34:33]** and even add some kind of value strategy to it,

**[00:34:35]** you really become a better consumer

**[00:34:39]** and you become less vulnerable to

**[00:34:41]** various manipulative techniques and tactics

**[00:34:44]** that surround us.

**[00:34:45]** Because you know what you want, and by the way,

**[00:34:48]** when you know what you want, you also know what you don't want.

**[00:34:52]** And you are much stronger in the grip,

**[00:34:54]** in decision-making, and you create that kind of cool effect,

**[00:34:58]** that you might look at the manufacturer.

**[00:35:02]** I don't know the statistics on this and no one can know the truth,

**[00:35:05]** but I would be interested in how many people are used to

**[00:35:10]** and in what situation and for which commodity they turn around and look.

**[00:35:16]** Okay, still at the ingredients, but who cares, like who made it,

**[00:35:19]** who knows if the company belongs to some conglomerate

**[00:35:22]** or not, does it interest me or not.

**[00:35:24]** Fine, fine, no need, I'm not preaching,

**[00:35:27]** I'm just guiding you to become aware of the process.

**[00:35:30]** Some people think, and there are definitely many like that,

**[00:35:34]** that Milka chocolates are made with Alpine milk,

**[00:35:37]** and that it's all really great,

**[00:35:39]** which it definitely is, and I firmly believe

**[00:35:42]** that the Alpine cows provide some foundation,

**[00:35:46]** but no one can ever tell me what exactly makes their cow better than another.

**[00:35:51]** Okay, but see how that’s enough for us?

**[00:35:53]** It's really stupid how clueless we are.

**[00:35:57]** And again, this year I saw research

**[00:36:00]** and I know they measure this very carefully,

**[00:36:02]** these so-called brand assets, the symbols, the brands,

**[00:36:04]** and the Alpine cow’s milk is one of their,

**[00:36:07]** it’s a huge value for the whole brand.

**[00:36:10]** Then we can’t hide the purple color.

**[00:36:13]** They measure and guard it too,

**[00:36:17]** so that no other chocolate, God forbid,

**[00:36:22]** but okay, I think consumers don’t care about this anymore.

**[00:36:25]** But we have Alpine cow’s milk,

**[00:36:30]** yet few know that there is no Milka brand,

**[00:36:34]** or rather no Milka company.

**[00:36:38]** It’s just part of some conglomerate,

**[00:36:40]** called Mondelez,

**[00:36:42]** owned by some financial funds,

**[00:36:44]** and they handle hundreds of such brands,

**[00:36:46]** and they don’t care at all, it’s like stocks to them.

**[00:36:49]** And I don’t want to criticize that now,

**[00:36:52]** it’s just the principle of how the world really works.

**[00:36:54]** In the same conglomerate are brands like Oreo and others,

**[00:36:57]** or coffee machines like Tassimo.

**[00:37:01]** And that’s the trick of the unconscious,

**[00:37:06]** that even a curious person who wants to become aware

**[00:37:08]** runs into the fact

**[00:37:11]** that they just stop understanding these things,

**[00:37:13]** that it doesn’t make sense in the conscious meaning of the word, in that logic.

**[00:37:15]** Because you’ll see that Tassimo coffee machines and capsules

**[00:37:19]** have a promotion and they simply have Oreo flavor.

**[00:37:27]** And now my dad or someone would just think,

**[00:37:30]** that it's great how these companies cooperate together,

**[00:37:34]** but then I have to explain to him,

**[00:37:36]** that someone ordered some team at a meeting,

**[00:37:39]** to just make that hallport there,

**[00:37:41]** because, I don't know, they had leftover cookies,

**[00:37:43]** so they ground them into capsules, or I don't know.

**[00:37:46]** You know, not me.

**[00:37:48]** Regarding the circumstances, a week later there's an event

**[00:37:50]** for Milka and cocoa flavor.

**[00:37:52]** Because it's all from Mondelez.

**[00:37:54]** And that's completely fine.

**[00:37:55]** I would feel exactly the same,

**[00:37:56]** if I were the shareholder.

**[00:37:58]** But you don't have in your awareness,

**[00:38:00]** that you've encountered some unconsciousness.

**[00:38:03]** And now it's not just a question of structuring,

**[00:38:05]** who belongs where, which brand.

**[00:38:07]** You can start addressing many other things,

**[00:38:09]** that you encounter about how things work,

**[00:38:11]** composition, packaging ecology.

**[00:38:13]** I work for Tierra Verde,

**[00:38:15]** we try to change the world of ecology and so on.

**[00:38:19]** An eco-drugstore from Moravia.

**[00:38:22]** It's hard because we explain something,

**[00:38:25]** that people actually don't want,

**[00:38:26]** because they don't understand it.

**[00:38:28]** Everyone claims to have zero waste packaging,

**[00:38:31]** everyone claims to be eco and I know what all.

**[00:38:33]** And then you say that we are truly eco,

**[00:38:35]** but no one cares,

**[00:38:36]** because they don't want to understand it.

**[00:38:38]** And so on, and so on, and so on.

**[00:38:40]** This is still a better variant.

**[00:38:43]** Here I have a sharpening into unconsciousness.

**[00:38:47]** And here I'm sure you wouldn't be sitting here,

**[00:38:50]** if you were those unconscious ones.

**[00:38:52]** In that I see the ignorance.

**[00:38:54]** Basically, that I don't want to know.

**[00:38:56]** That unconsciousness is completely like,

**[00:38:58]** that I deliberately want to drown in it and get lost.

**[00:39:00]** That I simply don't want to be confronted with that reality.

**[00:39:03]** Maybe we have some Matrix fans here.

**[00:39:07]** I know it's tough.

**[00:39:09]** But actually, right in the first episode

**[00:39:12]** this situation happens,

**[00:39:14]** where one character is confronted with whether

**[00:39:17]** he wants to keep living in that terrible reality

**[00:39:20]** or have his brain wiped

**[00:39:22]** and live in that blissful unreality.

**[00:39:25]** And he'll have steaks there and so on.

**[00:39:28]** And he accepts it because he doesn't care

**[00:39:30]** to live in the harsh truth.

**[00:39:32]** He'd rather live in the unconscious lie.

**[00:39:35]** I don't want to make any judgments here,

**[00:39:37]** about what percentage of the population, where, and so on.

**[00:39:41]** But we all probably see it around us.

**[00:39:45]** At the end of the day, we don't want to be confronted with

**[00:39:48]** how things really are.

**[00:39:50]** We don't want to go down the rabbit hole into the other world.

**[00:39:53]** We want to stay in our comfortable one.

**[00:39:55]** Where it's great that there are seven meters of chips to choose from.

**[00:39:58]** Where it's great that there are three...

**[00:40:00]** where everything is great, and often it is great precisely because of what I showed in those ads,

**[00:40:07]** that someone is planting it there and convincing us that it's normal, that it's totally fine,

**[00:40:12]** how we have it figured out. And then it's just one step to the fact that,

**[00:40:17]** companies and politicians definitely also try to keep us unconscious

**[00:40:24]** and don't want to awaken curiosity, because we might find out

**[00:40:27]** that the emperor is naked, like in Andersen's tale. It's tough.

**[00:40:34]** And here again begins the principle of critical thinking, where we have a kind of self-defense

**[00:40:39]** and where we want to face it and where we don't. But it's definitely not easy.

**[00:40:43]** These guys are getting smarter and smarter and know how to get to us.

**[00:40:47]** You might have seen this if you had, I don't know, one semester at university,

**[00:40:52]** some economics, management, psychology, or sociology course.

**[00:40:57]** So you couldn't have missed it, the old, good Maslow. Great, everyone knows something about it,

**[00:41:04]** that there is a Maslow pyramid. It seems good to me, when I show this to companies,

**[00:41:10]** I actually try to convince them to look at which level they operate on

**[00:41:17]** with their product, whether they can identify

**[00:41:21]** what need they are trying to solve for consumers and offer a solution.

**[00:41:26]** You see at the bottom the classic physiological, then safety, security, belonging,

**[00:41:31]** recognition and at the top some self-realization.

**[00:41:36]** Try doing this as a micro-exercise yourself. It's quite difficult.

**[00:41:42]** When you go shopping, and it's something like a consumable,

**[00:41:47]** food, clothes, household items, and so on,

**[00:41:52]** try to pull up that pyramid somewhere on your phone or light it up in your head

**[00:41:57]** and point to which level of the pyramid you are fulfilling right now.

**[00:42:04]** And be honest with yourself, but please, be critical.

**[00:42:07]** Otherwise, the exercise makes no sense at all. You need to admit that.

**[00:42:12]** Because you will realize that you yourself, your own mind, is confused about it.

**[00:42:20]** Right now, in this specific decision.

**[00:42:23]** There will definitely be clear exceptions when it's simple, when you really do

**[00:42:27]** what you think and buy what you think. Maybe yes.

**[00:42:30]** But then there will be various confusions in different situations,

**[00:42:34]** which are exactly the target of us marketers.

**[00:42:37]** What do I mean? I have a very typical situation here.

**[00:42:41]** It doesn't work much in the Czech Republic, but you know it from Italy, Asia, and so on.

**[00:42:45]** When it starts to rain, for some mysterious reason

**[00:42:48]** vendors with umbrellas appear out of nowhere.

**[00:42:51]** I never understood where they keep those stocks,

**[00:42:55]** or how it actually works. And it's awesome.

**[00:42:58]** Now let's sit with this model situation for a moment,

**[00:43:02]** because it is very understandable, comprehensible, and normal

**[00:43:07]** also in the context of the pyramid of needs and so on.

**[00:43:10]** It starts to rain, I'm an idiot who left the umbrella at home

**[00:43:13]** or didn't check the weather app.

**[00:43:16]** I don't have an umbrella, I want one, and suddenly a marketplace appears

**[00:43:20]** offering me an umbrella.

**[00:43:23]** I check five stalls, I'm not stupid enough

**[00:43:26]** to buy from the first one, so I just buy the cheapest one

**[00:43:29]** out of two or three, I buy it and I'm happy. Bye.

**[00:43:32]** That means I have a need and it gives me a solution for that need,

**[00:43:37]** and that need is a real need.

**[00:43:40]** I'm getting to the point that there are also unreal needs.

**[00:43:43]** Because in the same rain, and this is figurative,

**[00:43:48]** another brand comes and tells you

**[00:43:51]** Look, an umbrella is only for cowards.

**[00:43:55]** Because wetness is just a feeling.

**[00:44:01]** So now fill in whatever you want there.

**[00:44:04]** I filled in Red Bull, which gives you wings.

**[00:44:09]** For what?

**[00:44:11]** Has anyone ever tried it?

**[00:44:13]** I know it's a metaphor.

**[00:44:16]** But when you boil that metaphor down to the essence,

**[00:44:19]** the essence itself is pretty weak.

**[00:44:22]** What is it? A caffeine drink.

**[00:44:25]** Is it really for athletes?

**[00:44:27]** Are you kidding me?

**[00:44:29]** People who do sports really drink Red Bull before exercising.

**[00:44:33]** Come on.

**[00:44:35]** I don't know. Maybe after sports, but then it's more of a substitute.

**[00:44:39]** And now, what's going on here?

**[00:44:42]** On top of that, we have Light or Zero versions,

**[00:44:45]** which have no energy.

**[00:44:50]** Wait, but I bought an Energy Drink.

**[00:44:54]** Because I want to keep my figure.

**[00:44:58]** What's going on?

**[00:45:01]** So will I be braver because I drank a can,

**[00:45:04]** or what exactly do I get for drinking that can?

**[00:45:07]** Do you know?

**[00:45:09]** But millions of them are sold.

**[00:45:11]** This is no joke.

**[00:45:14]** If I go back to this, where the world has some rules,

**[00:45:17]** and it's wet, I want to be dry.

**[00:45:20]** One, two, three, boom, pizz, I have an umbrella, and that's that.

**[00:45:23]** Then I have seven umbrellas at home. We know who doesn't have one.

**[00:45:26]** Let's not kid ourselves.

**[00:45:29]** It's normal, then someone manages it for us.

**[00:45:32]** And by the way, you all know that when you need one,

**[00:45:35]** you still can't find any.

**[00:45:38]** And this is kind of normal.

**[00:45:41]** And if I go back to the pyramid, I could fill it,

**[00:45:44]** but with this product, it's just nonsense.

**[00:45:47]** I could have started at the bottom,

**[00:45:50]** with the physiological need for hydration or energy, OK, if there was sugar,

**[00:45:53]** although that's declining because it's pretty off,

**[00:45:56]** to drink an energy drink with sugar.

**[00:45:59]** But for some, it's confidence, for others, it's a status level,

**[00:46:02]** meaning, if we go back here,

**[00:46:05]** some recognition and self-esteem because I'm tough and I drink Red Bull.

**[00:46:11]** It's really like that. Why else would they invest billions in adrenaline sports?

**[00:46:17]** Because they activate some kind of self, ego, and the drive to go further than others,

**[00:46:21]** and all thanks to a miraculous can.

**[00:46:24]** It may sound like fantasy, but it's not, that's really how it is.

**[00:46:29]** At least that's what they demonstrate.

**[00:46:32]** And it probably works somehow.

**[00:46:34]** And then it ends with them buying an F1 team

**[00:46:37]** and even running an F1 stable, I don't understand that at all.

**[00:46:41]** That's where I tend to get completely lost.

**[00:46:44]** But that's why I repeat, try to apply this self-exercise

**[00:46:48]** to one of your purchasing decisions

**[00:46:51]** and just try to be surprised by what it actually reveals to you.

**[00:46:54]** With Red Bull, it can be intense,

**[00:46:56]** but we have plenty of other little rascals like that.

**[00:46:59]** Like some chocolate or chewing gum.

**[00:47:03]** Why did I buy chewing gum?

**[00:47:06]** And now we're here, yeah.

**[00:47:08]** A festival of smart marketers from America.

**[00:47:11]** Surprisingly, the chewing gum world is controlled by roughly two companies.

**[00:47:15]** A regular person thinks they have a choice,

**[00:47:17]** but it's just two companies that own the entire chewing gum portfolio.

**[00:47:21]** The American clique is Wrigley, so that means Orbit and Airwaves,

**[00:47:26]** and now help me out with Winterfresh.

**[00:47:33]** And to make it easier for us consumers,

**[00:47:36]** they even explain that each chewing gum does something different

**[00:47:40]** and is better in some way than the other, even though they're basically all the same.

**[00:47:44]** I'll come back to that.

**[00:47:45]** These are chewing gums.

**[00:47:47]** Have you ever seen a shampoo ad promising you clean hair?

**[00:47:56]** That's embarrassing, right?

**[00:47:58]** Having clean hair is embarrassing.

**[00:48:01]** Or having nourished roots, damn.

**[00:48:05]** Or, and now you know what's coming,

**[00:48:09]** you need straight hair or curly hair,

**[00:48:13]** or you need strong hair so you can pull it and it won't break.

**[00:48:17]** And the shampoo does all that.

**[00:48:20]** That's amazing, right?

**[00:48:22]** But I just want you to try to dig inside yourself,

**[00:48:26]** so next time you reach for that shelf,

**[00:48:29]** and it really doesn't matter if it's shampoo or anything else,

**[00:48:32]** So send that question with the expense,

**[00:48:34]** hey, hey, hey, it's just the two of us, you the hand and me the brain,

**[00:48:37]** like why am I doing this now?

**[00:48:40]** And be surprised by what it does.

**[00:48:43]** I don't want to suggest anything, just try doing it.

**[00:48:46]** It can actually be quite fun, I do it pretty often.

**[00:48:50]** Because not only for you, the consumer,

**[00:48:56]** but also from the outside environment,

**[00:48:58]** which is extremely important for us marketers to understand,

**[00:49:01]** like what is the real motivation,

**[00:49:03]** what is the real need versus some wish,

**[00:49:06]** which is more of a wishful thinking, that's the Red Bull.

**[00:49:09]** Again, try doing a kind of psychological-detective exercise,

**[00:49:14]** when you go walk the dog or just go outside,

**[00:49:17]** and some runners run past you,

**[00:49:20]** try to quickly remember this exercise

**[00:49:23]** and ask yourself,

**[00:49:25]** what do I think they are doing right now.

**[00:49:29]** Because it looks like they are running.

**[00:49:32]** But from a marketing insight perspective,

**[00:49:36]** from a glimpse into their mind, you'd find out,

**[00:49:38]** that not everyone who runs is actually running.

**[00:49:40]** Some people go jogging, that's true.

**[00:49:42]** But some go to lose weight.

**[00:49:44]** Some go to chat with a friend.

**[00:49:47]** Some go to clear their head.

**[00:49:50]** And we do this in many daily activities.

**[00:49:54]** Today I'm drinking coffee here.

**[00:49:57]** And now I'd be strict with myself.

**[00:50:00]** Like, why am I drinking it? Otherwise, it's disgusting, you all know that.

**[00:50:07]** Secondly, that I would be using it now to boost myself,

**[00:50:12]** to be, I don't know, sharper, fresher for the next hour,

**[00:50:18]** I don't really believe that anymore.

**[00:50:22]** It's hot, by the way, it's bad for the vocal cords,

**[00:50:25]** so if my vocal cords fail, it's because

**[00:50:27]** I drank a hot drink, so I'm a victim of myself,

**[00:50:31]** it's just a habit, let's just call it a bad habit.

**[00:50:35]** Instead of drinking water, which would help me now,

**[00:50:37]** that's just for wimps, so I drink coffee,

**[00:50:39]** because that's for real men.

**[00:50:42]** Here's a stupid micro-situation,

**[00:50:45]** where I'm now trying to quickly figure things out publicly.

**[00:50:49]** And there is no solution, really.

**[00:50:52]** But I want to guide you to become aware of these situations.

**[00:50:56]** Not just the buying ones, but also the consumer ones.

**[00:50:59]** Next time a can crunches in your hand,

**[00:51:02]** and the sound of the can is pfff, awesome,

**[00:51:06]** think about it like, hey, why did that happen?

**[00:51:10]** Am I thirsty, or is it time for another drink, or to reward myself?

**[00:51:14]** I'm leading you to understand that the better you understand yourself,

**[00:51:18]** the better you can understand the world around you.

**[00:51:22]** Because very often marketers and brands

**[00:51:26]** know you better in certain situations than you know yourself.

**[00:51:30]** It's their job to know you.

**[00:51:33]** And you don't care because it all seems the same to you.

**[00:51:35]** You know yourself, after all.

**[00:51:37]** So we drink, eat, dress, clean, whatever,

**[00:51:40]** but it's basically an autopilot that keeps going and going.

**[00:51:44]** Then something clicks on the left, and we jump,

**[00:51:47]** but we don't really want to understand it much.

**[00:51:50]** The logic of the unconscious, the unaware.

**[00:51:53]** It has a basis in cognitive psychology.

**[00:51:57]** It's actually my favorite psychological construct.

**[00:52:02]** A psychological construct I really like working with.

**[00:52:05]** On myself, but also in marketing—you might have heard about it.

**[00:52:09]** I hope so. Cognitive dissonance.

**[00:52:12]** Don't worry, it's the only bit of expertise today.

**[00:52:15]** I won't burden you with it any further.

**[00:52:17]** And this is basically what drives everything.

**[00:52:23]** It drives coffee consumption, it drives the world's ecology,

**[00:52:26]** it drives wars, it drives absolutely everything.

**[00:52:29]** Maybe it's good to realize this,

**[00:52:32]** so you can calm down a bit and know it's not our fault.

**[00:52:36]** We really are coded this way.

**[00:52:38]** It's part of our DNA, our humanity.

**[00:52:41]** Otherwise, by the way, we wouldn't survive.

**[00:52:43]** My theory is that if cognitive dissonance didn't exist,

**[00:52:46]** we couldn't live, because we can't lie to ourselves

**[00:52:50]** that life has meaning.

**[00:52:52]** Because it actually has no meaning.

**[00:52:54]** For those of you who haven't figured it out yet.

**[00:52:57]** We have some noise here, but OK.

**[00:52:59]** It's definitely borderline.

**[00:53:01]** But we can deal with it through cognitive dissonance.

**[00:53:04]** We can consciously give it meaning.

**[00:53:08]** However, this is the better case.

**[00:53:10]** The worse case is that our brain is proven

**[00:53:13]** to be able to justify even a bad solution

**[00:53:17]** and a good solution for some situation,

**[00:53:21]** we can even defend the bad solution for ourselves.

**[00:53:25]** That's the principle.

**[00:53:27]** Here's an example with meat,

**[00:53:29]** but it's a bit, maybe unnecessarily crude,

**[00:53:33]** rough and vulgar.

**[00:53:36]** If we stick to chocolate, it's much simpler.

**[00:53:39]** There's chocolate on the table.

**[00:53:41]** I know it's not healthy.

**[00:53:46]** I know it can even harm me.

**[00:53:51]** I know that if I have 20 kg overweight,

**[00:53:54]** it might be because I like chocolate.

**[00:53:57]** And now it doesn't matter what you project onto it,

**[00:54:00]** you'll eat it anyway.

**[00:54:03]** Now the question is, what was the argument

**[00:54:06]** that led you to

**[00:54:08]** eat the chocolate even though you shouldn't?

**[00:54:10]** And now we're back to Fidorce.

**[00:54:13]** I deserve it.

**[00:54:15]** One piece won't kill me.

**[00:54:17]** I'll just run it off this afternoon.

**[00:54:21]** It doesn't matter, you know how it goes.

**[00:54:25]** The same goes for meat,

**[00:54:28]** the same for smoking,

**[00:54:30]** the same for anything, even Red Bull.

**[00:54:31]** Three deciliters of drink must be paid for by nature with a can or a crash.

**[00:54:35]** I don't get it either.

**[00:54:40]** And there are really a billion of these things,

**[00:54:42]** but we are trained

**[00:54:45]** to be able to do this self-rationalization.

**[00:54:47]** Even to the extent that the behavioral step,

**[00:54:54]** We'll just give that behavior a push.

**[00:54:58]** We buy, consume, open, and so on.

**[00:55:01]** Even though we actually know it's wrong.

**[00:55:03]** If it weren't like that, all tobacco industries would go bankrupt,

**[00:55:06]** and chocolate factories, and so on.

**[00:55:08]** Chips are even more brilliant.

**[00:55:10]** You really can't find anything good in chips.

**[00:55:13]** Nothing, there's simply nothing there.

**[00:55:15]** Even smart people, especially in Western countries, realized

**[00:55:20]** that when chips are given out for free at bars and places,

**[00:55:24]** because the salt increases thirst,

**[00:55:27]** people end up drinking more.

**[00:55:29]** That means we become victims of a physiological trick

**[00:55:33]** that salt plays on us.

**[00:55:35]** But I even know this and still do it.

**[00:55:40]** That's really great.

**[00:55:42]** Only the cognitive dissonance remains open,

**[00:55:45]** the campaign, the playground for marketers.

**[00:55:48]** Because they actually look for ways to pull us in on different paths

**[00:55:52]** and bring us closer.

**[00:55:55]** Of course, and I haven't even mentioned this yet,

**[00:55:58]** cognitive dissonance has two solution options.

**[00:56:03]** The first option is to change the behavior.

**[00:56:07]** That means I'm in some conflict with myself,

**[00:56:11]** with my value system,

**[00:56:13]** and the bad option, but it's just reality,

**[00:56:17]** which I just described,

**[00:56:19]** is that I change my value system

**[00:56:22]** and explain to myself that even though I know

**[00:56:24]** it's not right for me, I will still do it.

**[00:56:27]** But there's still hope,

**[00:56:29]** a light at the end of the tunnel, that maybe,

**[00:56:31]** and now it doesn't matter, I'll stop eating meat,

**[00:56:33]** I'll stop eating chocolate,

**[00:56:35]** that I'll change my behavioral process

**[00:56:39]** and adapt my behavior to the cognitive dissonance.

**[00:56:43]** But if it were that simple,

**[00:56:45]** half of the consumer industry would have gone bankrupt,

**[00:56:48]** but it hasn't.

**[00:56:50]** And I do exactly the same as you.

**[00:56:52]** Some just do more, some less.

**[00:56:55]** And it's good to become aware of this.

**[00:56:58]** Many of these decisions are part of us

**[00:57:00]** lying to ourselves that things are better

**[00:57:03]** than they really are.

**[00:57:08]** I have another point that's very close to us.

**[00:57:11]** When it comes down to it,

**[00:57:13]** we like to blame others.

**[00:57:15]** You definitely know this.

**[00:57:17]** Have you noticed recently,

**[00:57:20]** just a few days ago,

**[00:57:22]** it really pleased me,

**[00:57:23]** as if it was sent from heaven today.

**[00:57:27]** In America, Starbucks, a billion.

**[00:57:32]** I thought that was over.

**[00:57:34]** The phenomenon of the microwaved burnt cat,

**[00:57:37]** when it was said,

**[00:57:38]** that it wasn't written in the manual,

**[00:57:40]** here it is again.

**[00:57:41]** So someone sued,

**[00:57:43]** because a hot drink is hot.

**[00:57:49]** And now I have the stick

**[00:57:50]** and I'm going to hit the company on the head,

**[00:57:53]** because the culprit is out there.

**[00:57:55]** I'm never the culprit.

**[00:57:57]** Often it happens that

**[00:57:58]** parents,

**[00:58:00]** adults, it doesn't matter,

**[00:58:01]** when something isn't pleasant to us in the marketing sense,

**[00:58:04]** we start blaming others.

**[00:58:05]** It's a campaign,

**[00:58:07]** it's manipulation.

**[00:58:09]** They simply abuse,

**[00:58:12]** attack children.

**[00:58:14]** But by doing that, we all avoid

**[00:58:17]** taking responsibility ourselves.

**[00:58:19]** We're part of it too.

**[00:58:21]** It takes two to tango.

**[00:58:23]** They just tried it,

**[00:58:26]** but someone fell for it.

**[00:58:28]** And often it's millions

**[00:58:30]** and maybe even billions,

**[00:58:31]** who fall for it.

**[00:58:35]** There are three players in this tango,

**[00:58:37]** not just two.

**[00:58:38]** There's the client,

**[00:58:40]** there's the creator,

**[00:58:41]** the agency,

**[00:58:42]** and there's the consumer.

**[00:58:44]** If I wanted to simplify it a bit,

**[00:58:45]** in my mind, we're all equally

**[00:58:47]** guilty.

**[00:58:49]** If you think

**[00:58:51]** it's wrong to feed kids chips,

**[00:58:55]** then point your finger,

**[00:58:56]** but really at everyone

**[00:58:57]** who has a hand in it.

**[00:58:59]** Why do you, as parents, give it to them?

**[00:59:01]** Not that the state allows buying it.

**[00:59:03]** We're now at the point

**[00:59:05]** where energy drinks are actually banned for kids.

**[00:59:08]** It's probably in parliament or something.

**[00:59:10]** OK, that's actually useful.

**[00:59:12]** Just like we banned tobacco products

**[00:59:14]** and alcohol.

**[00:59:15]** That's fine.

**[00:59:16]** At the end of the day, it's because

**[00:59:18]** the system lied from the bottom up.

**[00:59:20]** Because we've come so far

**[00:59:22]** that parents give kids Birel

**[00:59:24]** at just ten years old,

**[00:59:25]** because it's a soda.

**[00:59:26]** And I don't know,

**[00:59:27]** thousands of other cases.

**[00:59:29]** I don't feel like moralizing here now,

**[00:59:31]** but we're also accomplices.

**[00:59:33]** And the more we can

**[00:59:35]** look at each other

**[00:59:36]** as potential accomplices

**[00:59:38]** those uncomfortable situations,

**[00:59:39]** the closer we get to

**[00:59:41]** proper critical thinking,

**[00:59:46]** but we're used to pointing

**[00:59:48]** at the bad guys out there.

**[00:59:49]** Those American companies,

**[00:59:50]** like Coca-Cola,

**[00:59:51]** and I don't know what else.

**[00:59:53]** But why do you drink it then?

**[00:59:55]** Well, you and me,

**[00:59:57]** we're all in the same boat.

**[00:59:59]** It's tough.

**[01:00:00]** But without this eye, it's impossible.

**[01:00:05]** You can't sue everyone and just bash the people around you, thinking you're the only good one.

**[01:00:11]** I'm not talking about you here, I'm talking to myself the same way.

**[01:00:15]** It happens to me too. I'd love to just snap and say, 'Come on, stop it, this can't be real.'

**[01:00:22]** Politics is just amazing right now, election year, it's going to be a festival.

**[01:00:26]** We haven't even started and it's already entertaining.

**[01:00:28]** At the end, I have a little TV segment, about three minutes,

**[01:00:34]** where I want to show the shift I mentioned at the start.

**[01:00:38]** Remember, some veterans will surely agree with me,

**[01:00:42]** the golden age when chewing gum promised negative pH in your mouth.

**[01:00:46]** I understood that world. Even though it was a lie, dentists recommended it.

**[01:00:52]** I enjoyed that world. It had some meaning, some story.

**[01:00:56]** The same brand now tells me I should chew gum

**[01:01:00]** because, I don't know, it opens my head and starts talking to me.

**[01:01:06]** As a viewer, I don't even understand it.

**[01:01:08]** I have a fairly high IQ and I'm an expert, but I'm really amazed.

**[01:01:14]** I just don't get how in some situation a person...

**[01:01:18]** And that's Orbit, which a year ago was the dentists' gum.

**[01:01:23]** And now that's not enough.

**[01:01:25]** Now we need noise, we need attention in those split seconds,

**[01:01:29]** so we digitally open the head

**[01:01:33]** and stick the gum inside.

**[01:01:35]** Think that's not enough? We have more.

**[01:01:37]** Here, the promised crunching is zoomed in, I wasn't lying.

**[01:01:41]** This is the current campaign by Bohemia Chips.

**[01:01:45]** So to be happy at home and feel better in your group,

**[01:01:49]** please have some chips with it.

**[01:01:52]** So you wouldn't figure it out on your own, now you know.

**[01:01:55]** While we're still on chips, eating regular chips is for wimps.

**[01:02:00]** If you want to be brave, bold, cheeky, and really go after what you want,

**[01:02:05]** it's better to have triangular chips.

**[01:02:09]** Seriously.

**[01:02:11]** That's what they say.

**[01:02:13]** Then you'll be jumping with your car and stuff.

**[01:02:15]** You see, before it's just an ordinary car,

**[01:02:17]** but after triangular chips, you become a shooter like this.

**[01:02:21]** It's totally awesome, who wouldn't want that.

**[01:02:24]** I already promised, I love this.

**[01:02:27]** Now the name.

**[01:02:29]** Depres.

**[01:02:31]** A lady buried under rock with hammered-out stress.

**[01:02:36]** I've been through severe clinical depression.

**[01:02:39]** I know what it really is.

**[01:02:41]** That word is a lifelong nightmare for me.

**[01:02:44]** Because since then, when someone says to me,

**[01:02:46]** 'what are you stressed about, you seem moody,'

**[01:02:49]** I'm cautious.

**[01:02:51]** I think, from talking to people who've really been through it,

**[01:02:53]** we share a lot.

**[01:02:55]** That it's kind of empty talk.

**[01:02:57]** But then marketers take it

**[01:02:59]** and even turn it into this crap.

**[01:03:02]** They actually tell me depression can be cured

**[01:03:04]** with some over-the-counter pill.

**[01:03:06]** You've really lost it.

**[01:03:09]** This is genuinely heartbreaking for me.

**[01:03:12]** Because it promises something truly undeliverable

**[01:03:15]** and no one can prove it with any quasi-studies or anything else.

**[01:03:19]** It's just a regular TV commercial during prime time.

**[01:03:23]** Cheers.

**[01:03:25]** Now, when your critical thinking doesn't kick in,

**[01:03:27]** and you're in some trouble,

**[01:03:29]** or God forbid someone in your family is,

**[01:03:31]** a mechanism starts that can lead you into big trouble.

**[01:03:34]** Eating chips.

**[01:03:36]** In my opinion and experience, this is where the fun really ends.

**[01:03:41]** For me, it's something as strange and terrible

**[01:03:45]** as telling someone on TV,

**[01:03:47]** that I can eat anything, anytime, however, with anyone,

**[01:03:51]** even if I act like a jerk at some public event

**[01:03:54]** or bring pizza, or not pizza, they have that in bed.

**[01:03:58]** I bring Chinese noodles to the sauna, I don't know what else.

**[01:04:01]** Because I can.

**[01:04:03]** This really annoys me, I say it openly

**[01:04:07]** and I would say it to the managers over there too.

**[01:04:10]** Encouraging people that consumption has no limits,

**[01:04:13]** because the only problem is price and delivery and the rest.

**[01:04:16]** It really doesn't matter what you eat, when you eat, how you eat.

**[01:04:19]** The main thing is that you eat, because the more you eat, the more adidas.

**[01:04:22]** I don't know.

**[01:04:25]** It's a world where I don't feel comfortable.

**[01:04:27]** I say this without any scruples.

**[01:04:30]** And this is what I promised, that I can afford

**[01:04:33]** to say my own opinion once and not judge

**[01:04:36]** that they did well, that the rebranding was excellent,

**[01:04:40]** everything worked.

**[01:04:43]** Good, but it really annoys me.

**[01:04:46]** I sincerely wish that companies could

**[01:04:50]** achieve their business goals without

**[01:04:53]** twisting someone's quality of life,

**[01:04:56]** without exposing us to cognitive dissonance.

**[01:04:59]** That's exactly the example.

**[01:05:01]** I’m not hungry and don’t need it, but I can.

**[01:05:04]** So it’s like a button of cognitive dissonance,

**[01:05:07]** that I activate inside me because I can afford it.

**[01:05:10]** Why?

**[01:05:12]** And finally.

**[01:05:14]** Try to think if you have a festival of favorite words.

**[01:05:18]** They are like trendy words that resonate more or less.

**[01:05:21]** It amused me.

**[01:05:23]** With one client called Protein Ako,

**[01:05:26]** a great manufacturer, a soul maker of protein products,

**[01:05:29]** really owned by a doctor.

**[01:05:32]** They do it themselves, love it, consume it.

**[01:05:34]** We were there and I asked how business is going.

**[01:05:37]** Collagen is starting to go out of fashion a bit.

**[01:05:39]** And I said, what then, what then?

**[01:05:41]** Collagen, sorry, Protein.

**[01:05:43]** That the next word will be collagen.

**[01:05:46]** Check out gas stations or stores today.

**[01:05:49]** He was pretty much right, he knows his stuff.

**[01:05:51]** That was about two years ago.

**[01:05:53]** And collagen is now in bars, in drinks.

**[01:05:57]** How is it possible that someone puts collagen in a drink?

**[01:06:00]** And why? Where did it come from? And in what trace amount?

**[01:06:03]** We have more things here.

**[01:06:05]** Mineral waters, minerals, and so on.

**[01:06:07]** It's totally awesome how everything is light.

**[01:06:09]** Whether milk is in it or not.

**[01:06:11]** You know how it is.

**[01:06:13]** Maybe you have your own glossary.

**[01:06:15]** I just recommend being aware of it.

**[01:06:17]** Such bullshitting.

**[01:06:19]** Things that are repeated a lot and basically mean nothing.

**[01:06:23]** Because marketing is particle physics.

**[01:06:30]** We have an election year.

**[01:06:33]** They will promise us things.

**[01:06:35]** We've already committed to that today, I believe enough.

**[01:06:37]** But especially this year.

**[01:06:39]** Be cautious.

**[01:06:41]** I'm not saying who's wrong or right.

**[01:06:45]** I'm just saying, when you do it, do it consciously.

**[01:06:48]** Try to evaluate whether the promises you've heard,

**[01:06:51]** because you can't win without promises,

**[01:06:53]** are relevant to reality and to your value system.

**[01:06:59]** Try looking at the butter pyramid,

**[01:07:02]** whether it makes sense to you or not, and what it fulfills.

**[01:07:05]** What needs of your family that promise meets.

**[01:07:08]** Maybe then you'll be a better voter.

**[01:07:11]** And let's go to the very end.

**[01:07:13]** Friends, I've been going for three minutes, but I have a cue from the director,

**[01:07:17]** that I can go one more minute.

**[01:07:20]** One exercise at the end.

**[01:07:22]** I have two exercises here because I also promised in the annotation,

**[01:07:25]** what to do about it.

**[01:07:26]** I've already, I dare say, given some recommendations here,

**[01:07:29]** but it's totally stupid at first glance,

**[01:07:33]** unless you're really obsessed like me,

**[01:07:36]** So this is what you don't do, don't know, and can't do.

**[01:07:40]** Try taking a blank sheet of paper and a pencil,

**[01:07:43]** write down five favorite brands on one side,

**[01:07:46]** and five disliked brands on the other side,

**[01:07:50]** and keep going with that exercise and explore.

**[01:07:53]** What led me to write down exactly those five brands?

**[01:07:56]** For this one, this one, this one, this one, and even the negative ones.

**[01:08:00]** Then continue with your imagination.

**[01:08:03]** How often do I buy them, and why?

**[01:08:05]** It's my favorite, but I actually don't even buy it.

**[01:08:07]** Ah, that's quite interesting.

**[01:08:09]** Or many brands I do buy didn't make the list.

**[01:08:12]** Why?

**[01:08:13]** Just try to become aware of yourself as a marketer,

**[01:08:17]** what it does or doesn't do to you.

**[01:08:19]** Whether you do it consciously or not.

**[01:08:22]** Don't start with some big heavy things around you,

**[01:08:25]** but with something silly like this, just try to review

**[01:08:29]** your list of favorite and disliked brands,

**[01:08:31]** and dig a little inside yourself,

**[01:08:34]** see what it does to you and become aware of it.

**[01:08:37]** I think it could help you.

**[01:08:40]** One last thing.

**[01:08:44]** When you take the metro, we're in Prague,

**[01:08:47]** so you'll definitely take the metro,

**[01:08:49]** we don't have it yet in Brno,

**[01:08:52]** but most of you, no offense,

**[01:08:56]** are used to completely zoning out,

**[01:09:00]** scrolling, swiping, doing something.

**[01:09:03]** I work. I get on the tram,

**[01:09:06]** the first thing I do is monitor

**[01:09:08]** all the advertising education around me.

**[01:09:10]** Right away. And I play a game with myself.

**[01:09:13]** What are they trying on me?

**[01:09:16]** What's the point of this flyer?

**[01:09:18]** Why did they make it?

**[01:09:20]** What effect does it have on me? Does it affect me?

**[01:09:22]** What did they expect, how I would feel about it?

**[01:09:24]** By the way, something marketing rarely works with.

**[01:09:26]** How am I supposed to feel about it?

**[01:09:28]** And it's happening. I feel how they probably thought I should feel.

**[01:09:30]** And what did they do about it?

**[01:09:32]** It takes me a second,

**[01:09:34]** because it's just like driving a car.

**[01:09:36]** But it's actually a fun exercise.

**[01:09:38]** TV, billboards along the highway,

**[01:09:40]** any flyers, the metro, frames.

**[01:09:42]** Ride the escalator in the metro

**[01:09:44]** and stare at those ads

**[01:09:46]** and become aware of them

**[01:09:48]** and look for some logic,

**[01:09:50]** strategy, intent

**[01:09:52]** and measure for yourself if they succeeded.

**[01:09:54]** It's a total no-brainer.

**[01:09:56]** It doesn't cost a penny.

**[01:09:58]** And I think it's more fun than fiddling with your phone.

**[01:10:00]** At least you'll be a bit more mindful in that space.

**[01:10:04]** Last slide, and I promise.

**[01:10:06]** You still have plan B, which I wanted to show here.

**[01:10:10]** If you want to be in the spirit of that cognitive resonance,

**[01:10:13]** the behavior change, the things you don't want to tolerate,

**[01:10:16]** you can report them.

**[01:10:18]** There is an institute for that, the Advertising Council accepts complaints

**[01:10:22]** if you think someone is violating the ethical code or morality,

**[01:10:27]** I don't know, whatever it is, and they are obliged to deal with the complaint.

**[01:10:30]** That means we have an instrument here, please,

**[01:10:34]** for us marketers, that there is a regulatory body overseeing this.

**[01:10:37]** And it often happens too.

**[01:10:39]** So it's not just sitting and complaining,

**[01:10:42]** but you can actually do something if you see it as justified.

**[01:10:47]** 6 minutes and 42 seconds, thank you very much for your attention.

**[01:10:58]** I wonder if it took me to get inside us,

**[01:11:02]** that the applause would be the next thing, you know?

**[01:11:04]** So thank you very much for such a look inside yourself.

**[01:11:09]** I didn't expect it to hurt that much, Karel.

**[01:11:12]** And did it hurt you?

**[01:11:13]** It did hurt me, yeah. It already hurt.

**[01:11:15]** Kind of, I had a few things there,

**[01:11:18]** I was just listening, like the last thing about political advertising,

**[01:11:25]** but that they actually don't prepare the program at all.

**[01:11:31]** They're just running that billboard and something like this,

**[01:11:35]** but actually no one knows what it is yet.

**[01:11:37]** That's pretty basic.

**[01:11:38]** So how long has it been?

**[01:11:39]** Now it's been about a year, three years ago.

**[01:11:42]** Of course, Andrej didn't come up with it.

**[01:11:44]** I don't want to blame him, but I don't think he came up with this on his own.

**[01:11:48]** They actually turned it into an advantage

**[01:11:51]** and sometime in the summer they ran a campaign saying,

**[01:11:54]** 'We're collecting what troubles you.'

**[01:11:59]** And then we'll make a campaign out of it.

**[01:12:00]** To me, it seems absolutely brilliant,

**[01:12:02]** that they completely gave up on having a fixed program

**[01:12:04]** and in the campaign they said, 'Our program is to help you.'

**[01:12:05]** So tell us what you need help with,

**[01:12:09]** and we'll make a program out of it.

**[01:12:11]** So by adding some clever rhetoric,

**[01:12:13]** the causality completely flips around,

**[01:12:15]** and on top of that, people are actually happy

**[01:12:17]** that they're thinking about us.

**[01:12:19]** Exactly.

**[01:12:20]** And they even dictated a lot of different

**[01:12:21]** consumer insights,

**[01:12:23]** what actually troubles people.

**[01:12:24]** It's free research,

**[01:12:25]** basically a brilliant

**[01:12:26]** marketing manipulation

**[01:12:28]** and vox populi, and off we go.

**[01:12:29]** What is the craft of marketing?

**[01:12:35]** And what makes a good marketer a good marketer?

**[01:12:40]** Well, it would probably be quite difficult

**[01:12:45]** to even define who a marketer is.

**[01:12:50]** Marketer, if you will, it's the same.

**[01:12:54]** There are many types and levels

**[01:12:56]** and variations and so on.

**[01:12:58]** If we take it from a more fundamental perspective,

**[01:13:01]** then basically it has to be a person

**[01:13:03]** who can, in one body and one soul,

**[01:13:10]** to properly sense the client,

**[01:13:12]** me, who produces or creates something,

**[01:13:15]** the political side, it doesn't matter,

**[01:13:17]** and the consumer.

**[01:13:19]** And actually being able to connect these

**[01:13:21]** perfectly together.

**[01:13:23]** That means understanding what they need,

**[01:13:25]** understanding what I offer them,

**[01:13:26]** understanding that when they consume it,

**[01:13:28]** this will happen to them,

**[01:13:29]** how I use that for developing further services,

**[01:13:31]** and basically I am a mixer

**[01:13:33]** of these two spaces together.

**[01:13:36]** Sometimes it's about a service, a product,

**[01:13:38]** but I am extremely skilled at

**[01:13:41]** being able to look at myself from outside,

**[01:13:43]** and inside, changing roles,

**[01:13:45]** changing hats, if you will,

**[01:13:47]** and based on that, better

**[01:13:49]** product strategies arise,

**[01:13:50]** better communication strategies,

**[01:13:52]** service strategies, business strategies,

**[01:13:54]** and so on.

**[01:13:55]** It's a tough discipline,

**[01:13:56]** I think it has the most in common,

**[01:13:58]** personally I'm sure that marketing

**[01:14:00]** has the most in common with social psychology.

**[01:14:02]** It's very similar,

**[01:14:04]** where social psychology deals with the relationship of me

**[01:14:06]** as an individual to the environment,

**[01:14:08]** in which I exist.

**[01:14:10]** And how I evaluate myself in that environment,

**[01:14:12]** how I perceive that environment,

**[01:14:14]** and how the environment perceives me.

**[01:14:16]** This is nothing other than marketing.

**[01:14:18]** Me as a brand versus the environment,

**[01:14:20]** in which I exist,

**[01:14:22]** and what kind of interactions it generates,

**[01:14:24]** how to understand and use them,

**[01:14:26]** that is marketing.

**[01:14:28]** It may sound a bit abstract,

**[01:14:30]** but it is true.

**[01:14:32]** It is true.

**[01:14:34]** We live in a world,

**[01:14:36]** where...

**[01:14:38]** Or like this, you described the world

**[01:14:40]** where things were still somewhat okay

**[01:14:42]** and you showed that curve.

**[01:14:44]** Now we live in a world where every payment

**[01:14:46]** basically, with everything we do,

**[01:14:48]** we leave some digital trace.

**[01:14:50]** Therefore, companies that collect

**[01:14:52]** this data know exactly,

**[01:14:54]** and are able to...

**[01:14:56]** basically sell us anything,

**[01:14:58]** because they know from a political party

**[01:15:00]** some pill.

**[01:15:02]** What is the role of the marketer with AI agents

**[01:15:04]** and what will it actually look like,

**[01:15:06]** if we try to predict?

**[01:15:08]** Well, it’s enough just to be precise.

**[01:15:10]** Let me look into this mess.

**[01:15:12]** One thing is through

**[01:15:14]** mobile operators,

**[01:15:16]** other data is collected by banks,

**[01:15:18]** other data can be collected

**[01:15:20]** exactly, as was just mentioned,

**[01:15:22]** by AI.

**[01:15:24]** It’s really funny to them that

**[01:15:26]** the cognitive dissonance at least in my head

**[01:15:28]** is just chuckling, because I am

**[01:15:30]** a lifelong

**[01:15:32]** sci-fi fan,

**[01:15:34]** and I’ve read many

**[01:15:36]** and seen many movies. I know exactly

**[01:15:38]** how it ends with AI.

**[01:15:40]** It’s simply inevitable. We sci-fi experts

**[01:15:42]** know how it ends.

**[01:15:44]** You just have to pick your favorite

**[01:15:46]** one version,

**[01:15:48]** but they all end the same way.

**[01:15:50]** We just won't win. It's simply not possible.

**[01:15:52]** But OK, we can talk about that later.

**[01:15:54]** But we all do it anyway.

**[01:15:56]** We're still feeding the AI.

**[01:15:58]** Basically, just like

**[01:16:00]** those banks or operators.

**[01:16:02]** It's kind of like some, let's say,

**[01:16:04]** little evil, but we all

**[01:16:06]** help it with our questions,

**[01:16:08]** so it understands us better.

**[01:16:10]** Every day, every question we send,

**[01:16:12]** improves the other side.

**[01:16:14]** But precisely because, and this is very close to us,

**[01:16:16]** we all prefer

**[01:16:18]** fast better over

**[01:16:20]** slow better. We want the

**[01:16:22]** good result immediately,

**[01:16:24]** so now I relieve myself by

**[01:16:26]** simplifying work or something, but that in

**[01:16:28]** ten years AI will start

**[01:16:30]** blackmailing us or something, I ignore, because

**[01:16:32]** that's far away and I don't care.

**[01:16:34]** And that's basically the principle, like every

**[01:16:36]** digital trace, it actually

**[01:16:38]** doesn't matter. We've gotten used to the fact that privacy is

**[01:16:40]** maybe a word that doesn't exist.

**[01:16:42]** Because if today I had to be

**[01:16:44]** limited by

**[01:16:46]** where I share my privacy,

**[01:16:48]** I'd probably

**[01:16:50]** break down. How many addresses

**[01:16:52]** and emails send you

**[01:16:54]** newsletters, do you have a digital footprint

**[01:16:56]** or not. I just read that on the dark web, if someone

**[01:16:58]** pays, they can destroy your identity.

**[01:17:00]** Like OK, what am I supposed to do?

**[01:17:02]** What am I supposed to do? They just have us.

**[01:17:04]** But I'm the one who has my mobile phone there,

**[01:17:08]** who provides that digital footprint,

**[01:17:10]** I could also softline, but

**[01:17:12]** I could choose not to have AI.

**[01:17:14]** But I don't do that. I think it's the only way.

**[01:17:16]** You just have to accept it and not worry about it,

**[01:17:18]** because on one hand they will always

**[01:17:20]** be one step ahead, and that's totally fine,

**[01:17:22]** but thinking that I can somehow smartly

**[01:17:24]** prevent it,

**[01:17:26]** they just know where I go, OK.

**[01:17:28]** What they see there, I don't know. They know where I pay for what,

**[01:17:30]** OK. Someone probably knows how I live,

**[01:17:32]** that's how it is.

**[01:17:34]** What am I supposed to do about it? I don't care at all.

**[01:17:36]** What can an ordinary person do,

**[01:17:38]** so that advertising doesn't mess up

**[01:17:40]** their brain? Some small specific

**[01:17:42]** type of prediction with presentation is quite

**[01:17:44]** scary. Adela asks.

**[01:17:46]** Adela,

**[01:17:48]** let yourself be scared, it's not that

**[01:17:50]** terrible. In my opinion, it's

**[01:17:52]** scary for people somewhere in the middle.

**[01:17:54]** Which, by the way,

**[01:17:56]** is very similar in the Matrix. For him,

**[01:17:58]** the only scary moment was the moment

**[01:18:00]** of awakening. But once he got used

**[01:18:02]** to where he was, it wasn't that scary anymore.

**[01:18:04]** That means either we live in

**[01:18:06]** ignorance, or unconsciousness,

**[01:18:08]** meaning consciously deciding to ignore it, and those people will definitely be the most

**[01:18:10]** content and happy. They will

**[01:18:12]** have the best lives, and that's totally fine.

**[01:18:14]** Because they simply ignore how it really is.

**[01:18:16]** Maybe I can privately think

**[01:18:18]** that most do, but that's some kind of

**[01:18:20]** fiction of mine. Then there will be

**[01:18:22]** those people who have somehow become aware of this reality and maybe the

**[01:18:28]** they let the ads run one after another, or they laugh at them

**[01:18:30]** like me, but I definitely don't

**[01:18:32]** have trauma from it, but then there is

**[01:18:34]** the transition phase and that can be a bit

**[01:18:36]** traumatic, when for the first time you realize

**[01:18:38]** that maybe you're not Santa Claus.

**[01:18:40]** And now it will shake you a bit,

**[01:18:42]** but then it

**[01:18:44]** settles somehow.

**[01:18:46]** And I think this is

**[01:18:48]** really annoying.

**[01:18:50]** It's really annoying to find out that

**[01:18:52]** my favorite things, my own companies that I

**[01:18:54]** don't want to support, and so on.

**[01:18:56]** That is really, that is truly the

**[01:18:58]** passage through the rabbit hole.

**[01:19:00]** What can it do?

**[01:19:02]** I just want to personally

**[01:19:04]** fully support you in that,

**[01:19:06]** that it's simply worth it.

**[01:19:08]** Like, not staying in that

**[01:19:10]** surreal world where everything is

**[01:19:12]** actually perfect, but to

**[01:19:14]** go through the rabbit hole, go through that

**[01:19:16]** short-term trauma,

**[01:19:18]** find your own principle in it

**[01:19:20]** and either laugh at it or

**[01:19:22]** ignore it, but I consider that awareness

**[01:19:24]** a better option than

**[01:19:26]** remaining unconscious.

**[01:19:28]** But I'm rooting for you.

**[01:19:30]** Luboš asks,

**[01:19:32]** there was recently research on a new arrangement

**[01:19:34]** of the butter pyramid considering the new generations

**[01:19:36]** XYZ. How do you perceive it

**[01:19:38]** from the perspective of a Marketer

**[01:19:40]** and a father of children?

**[01:19:42]** I'm

**[01:19:44]** very lucky that I started relatively

**[01:19:46]** quickly, so my kids

**[01:19:48]** they are already 22 and 18

**[01:19:50]** and

**[01:19:52]** by the way, if you haven't experienced it yet,

**[01:19:54]** I have to

**[01:19:56]** really highlight that when the second

**[01:19:58]** child gives a serious answer.

**[01:20:00]** it's such a refreshing feeling.

**[01:20:04]** I never thought of it before.

**[01:20:06]** But it just hit me.

**[01:20:08]** That was last September.

**[01:20:10]** And I was like, damn, good.

**[01:20:12]** The pump goes to sit, not me.

**[01:20:14]** That's nice.

**[01:20:16]** Anyway, cut.

**[01:20:20]** It's really hard.

**[01:20:22]** For example, a side note,

**[01:20:24]** my partner is, among other things,

**[01:20:26]** a speech therapist, but also

**[01:20:28]** has special education training

**[01:20:30]** and does various preschool preparations,

**[01:20:32]** does bilateral

**[01:20:34]** integration and

**[01:20:36]** things like that with small children.

**[01:20:38]** And actually, what will govern us for

**[01:20:40]** I don't know how many decades is coming to her.

**[01:20:42]** That's intense.

**[01:20:44]** It's really harsh,

**[01:20:46]** because kids already come to her,

**[01:20:48]** who at two years old have a phone in their hand,

**[01:20:50]** still in a stroller,

**[01:20:52]** because the parents haven't found a better way

**[01:20:54]** to calm them down and so on.

**[01:20:56]** And now various

**[01:20:58]** neurological issues are occurring,

**[01:21:00]** lack of hand-eye coordination,

**[01:21:02]** and inflexible perception of the world,

**[01:21:04]** and I don't know what else.

**[01:21:06]** It's really terrifying.

**[01:21:08]** That's where I'm truly scared.

**[01:21:10]** I don't understand it at all.

**[01:21:12]** And it's not even so much about habits

**[01:21:14]** that have actually permeated

**[01:21:16]** even logically through the pyramid

**[01:21:18]** into those physiognomic screw-ups.

**[01:21:20]** That people are voluntarily

**[01:21:22]** crushing themselves from childhood

**[01:21:24]** with those digital things.

**[01:21:26]** Or somewhere else,

**[01:21:28]** I heard a very interesting study.

**[01:21:30]** It was some sociological work.

**[01:21:32]** That the way we live today,

**[01:21:34]** we don't give children

**[01:21:36]** any role model from early on.

**[01:21:38]** For hundreds of years,

**[01:21:40]** we were raised so that

**[01:21:42]** a child sees their parents working

**[01:21:44]** and naturally those parents become

**[01:21:46]** a role model from early childhood.

**[01:21:48]** Meaning they see someone hammering, working, and so on.

**[01:21:50]** Today that relationship

**[01:21:52]** has disappeared

**[01:21:54]** quite a while ago, so the child doesn't know what the parent does.

**[01:21:56]** And from early on, the child is fixated

**[01:21:58]** on external figures. And it often happens,

**[01:22:00]** which surprised me, that the role model

**[01:22:02]** for the child is the older sibling.

**[01:22:04]** Who is the only one left

**[01:22:06]** from that field.

**[01:22:08]** But that older sibling is precisely the one

**[01:22:10]** who brings to the little child

**[01:22:12]** those digital habits

**[01:22:14]** and the new things that are

**[01:22:16]** already somewhat distorted.

**[01:22:18]** And the norm for the little child is

**[01:22:20]** that this is the role model,

**[01:22:22]** the older brother, and that it's normal to do those things.

**[01:22:24]** Instead of seeing their dad,

**[01:22:26]** doing some physical work.

**[01:22:28]** It's interesting. The Maslow pyramid

**[01:22:30]** regenerated like this, I have

**[01:22:32]** I admit, I haven't seen it.

**[01:22:34]** We all perceive these trends around us.

**[01:22:36]** From a marketing perspective,

**[01:22:38]** I would definitely be scared here,

**[01:22:40]** just like Adela. It really

**[01:22:42]** frightens me because we become

**[01:22:44]** an extremely easy target from a young age

**[01:22:46]** for any manipulative

**[01:22:48]** techniques of this kind.

**[01:22:50]** What can we do about it here?

**[01:22:52]** I absolutely can't recommend anything.

**[01:22:54]** It's crazy.

**[01:22:56]** I was at a lecture on Tuesday

**[01:22:58]** by Martin Janástránský.

**[01:23:00]** It was at a school and

**[01:23:02]** it was interesting that after the lecture,

**[01:23:04]** one of the fathers

**[01:23:06]** stood up and said

**[01:23:08]** we probably can't wait any longer,

**[01:23:10]** so let's agree to ban it.

**[01:23:12]** They actually banned it right then,

**[01:23:14]** so it was banned at that school.

**[01:23:16]** Another interesting thing was

**[01:23:18]** that during the lecture,

**[01:23:20]** and by the way, we have it in the Brain&Breakfast

**[01:23:22]** archive, so you can watch it,

**[01:23:24]** he said if anyone here

**[01:23:26]** hands me their phone for a week,

**[01:23:28]** I will send them after that week

**[01:23:30]** a quality bottle of wine

**[01:23:32]** from my vineyard,

**[01:23:34]** which is really great.

**[01:23:36]** A lady asked if it could be on Friday, and she would give him the phone.

**[01:23:38]** But only one person stood up.

**[01:23:40]** This is actually about the fact that I

**[01:23:42]** have been thinking about it in this context,

**[01:23:44]** about normality

**[01:23:46]** and what is actually normal,

**[01:23:52]** This is no joke.

**[01:23:54]** In this matter.

**[01:23:56]** I really think it's wrong to blame

**[01:23:58]** some marketers, it's wrong to blame

**[01:24:00]** the people out there. If we start

**[01:24:02]** with ourselves, that's the only

**[01:24:04]** chance for change.

**[01:24:06]** But regulation probably helps, right?

**[01:24:08]** Of course it does. And of course we also

**[01:24:10]** agree it won't solve everything.

**[01:24:12]** Some set of measures,

**[01:24:14]** which I consciously put around myself,

**[01:24:16]** and the fact that I accept help from outside,

**[01:24:18]** is definitely good.

**[01:24:20]** But it's still not enough. I still need

**[01:24:22]** to have my own input into it

**[01:24:24]** and my contribution for change to happen.

**[01:24:26]** I can't stay alone in this.

**[01:24:28]** Defining that environment is

**[01:24:30]** a nightmare.

**[01:24:32]** I see loan ads as

**[01:24:34]** immoral. I think this type

**[01:24:36]** of advertising should be banned just like

**[01:24:38]** alcohol ads. What do you think?

**[01:24:40]** Well, it's like a festival,

**[01:24:42]** and it's

**[01:24:44]** obviously strange that

**[01:24:46]** someone even advertises that you should borrow

**[01:24:48]** for a vacation, etc.

**[01:24:50]** I mentally check out there and don't know what

**[01:24:52]** to say about it.

**[01:24:54]** And now you can see how

**[01:24:56]** different companies, even though they do the same,

**[01:24:58]** try to approach it differently. One smartly,

**[01:25:00]** one completely

**[01:25:02]** stupidly, singing a song

**[01:25:04]** in a tram, calling it a channel

**[01:25:06]** or whatever it's called, making it fun.

**[01:25:08]** A loan is fun.

**[01:25:10]** Then some show you, which is most common,

**[01:25:12]** what you can afford

**[01:25:14]** and at the same time it actually costs you nothing, because

**[01:25:16]** it's just 1800 a month if you buy

**[01:25:18]** a new Vespa.

**[01:25:20]** It's hard. This one in particular

**[01:25:22]** is extremely hard, because

**[01:25:24]** I recommend

**[01:25:26]** trying to study somewhere or ask

**[01:25:28]** AI, to look

**[01:25:30]** at some sociodemographic

**[01:25:32]** population. This actually hasn't been mentioned yet today.

**[01:25:34]** Here we can

**[01:25:36]** act all high and mighty. We're big shots.

**[01:25:38]** We preach to the world here and we have

**[01:25:40]** our morality tuned and we have

**[01:25:42]** our rabbit holes and it's all smart

**[01:25:44]** and I don't know what else. Then you look

**[01:25:46]** at some stupid graph and realize that we are

**[01:25:48]** probably from the VOK percentile

**[01:25:50]** 95 of wealth in the Czech Republic.

**[01:25:52]** We are in the top 5%

**[01:25:54]** of the richest people.

**[01:25:56]** And none of you will want to admit that.

**[01:26:02]** If not 95, then 90.

**[01:26:04]** It doesn't really matter. That's not the point.

**[01:26:06]** The point is that the vast

**[01:26:08]** majority of society is poorer than you.

**[01:26:10]** Right here, right now.

**[01:26:12]** But we have the morality

**[01:26:14]** to preach to the poor whether it's right

**[01:26:16]** or not to borrow for a vacation.

**[01:26:18]** It's hard, terribly hard. It's really hard.

**[01:26:20]** That's why elections turn out the way they do,

**[01:26:22]** because whoever can reach

**[01:26:24]** these people wins the elections,

**[01:26:26]** not the top 10%.

**[01:26:28]** That's why around you there are no voters

**[01:26:30]** for communists, or Babiš, and so on, because

**[01:26:32]** you're in your own microbubble, but that

**[01:26:34]** big bubble is rolling right at you

**[01:26:36]** in different ways than we do

**[01:26:38]** very often. But the same

**[01:26:40]** problem is with the buying pattern.

**[01:26:42]** That these ads, and I

**[01:26:44]** agree that they are bad and so on.

**[01:26:46]** I agree that chips are

**[01:26:48]** nonsense advertising and so on.

**[01:26:50]** But it's good to also include empathy,

**[01:26:52]** who it fundamentally speaks to

**[01:26:54]** and what problems it solves for them.

**[01:26:58]** And the thinking about how it's possible

**[01:27:00]** that a family with children

**[01:27:02]** can't afford to go on a normal vacation. And I understand then,

**[01:27:04]** that at a certain moment of desperation

**[01:27:06]** they activate something like a loan.

**[01:27:08]** Another thing is that the ad is

**[01:27:10]** simply shamelessly

**[01:27:12]** built on that, but

**[01:27:14]** this is a good marketer,

**[01:27:16]** they include the thinking,

**[01:27:18]** whether they really understand where

**[01:27:20]** the ad is aimed and what is really happening

**[01:27:22]** in that group.

**[01:27:24]** I have to learn,

**[01:27:26]** it's one of those essential skills,

**[01:27:28]** that you must have, to be able to

**[01:27:30]** sensitively put yourself in the target group,

**[01:27:32]** really, but not view the target

**[01:27:34]** group through your own bubble.

**[01:27:36]** You won't become a marketer that way.

**[01:27:38]** And the loan, yes, it's not addressed to you.

**[01:27:40]** But think about it. And that's the

**[01:27:42]** exploration of what I know about the target group, what problems they have,

**[01:27:44]** whether I really understand it or not.

**[01:27:46]** Alcohol and so on, those are things connected to it.

**[01:27:48]** But somewhere there starts potentially

**[01:27:50]** a revolution and politics.

**[01:27:52]** So let's start from that. But I just

**[01:27:58]** I wanted to say today that the aspect of the target

**[01:28:00]** group is brutally important.

**[01:28:02]** And today, I actually haven't mentioned it yet.

**[01:28:04]** I was really

**[01:28:06]** struck just now

**[01:28:08]** by some information.

**[01:28:10]** My son and I

**[01:28:12]** are watching sports. Because we're athletes,

**[01:28:14]** we like to watch it.

**[01:28:16]** I recently noticed,

**[01:28:18]** and it's been a few months now,

**[01:28:20]** that there's no other

**[01:28:22]** advertisement than for betting offices.

**[01:28:24]** One after another.

**[01:28:26]** There's nothing else.

**[01:28:28]** Just bet, bet, bet.

**[01:28:30]** They sponsor the leagues and so on.

**[01:28:32]** And I was watching and thinking, wow, this can't be good.

**[01:28:34]** Then I got the number,

**[01:28:36]** how much Czechs spend

**[01:28:38]** on betting. It's twice

**[01:28:40]** the budget of communist finances for a year.

**[01:28:42]** It's unbelievable money.

**[01:28:44]** And I was like, OK, something's off here.

**[01:28:46]** These heavy billions we

**[01:28:48]** are betting away.

**[01:28:50]** But then I think, well, yeah,

**[01:28:52]** I want to get rich fast.

**[01:28:54]** And actually...

**[01:28:56]** Who doesn't? Who doesn't?

**[01:28:58]** But that's just a festival of various situations,

**[01:29:00]** so let your imagination run wild,

**[01:29:02]** whether you apply it to

**[01:29:04]** betting offices,

**[01:29:06]** or to alcohol, tobacco products.

**[01:29:08]** Why did the mortgage crisis happen in America?

**[01:29:10]** Because everyone has the right to a house, right?

**[01:29:18]** Damn.

**[01:29:20]** Until then, I think something like ground up.

**[01:29:22]** A mortgage is basically the same thing, right.

**[01:29:24]** Actually, a TV commercial for a mortgage,

**[01:29:26]** to everyone it's like

**[01:29:28]** a huge difference compared to

**[01:29:30]** a betting office.

**[01:29:32]** Again, you're playing the game that you're not quite

**[01:29:34]** creditworthy enough to buy property,

**[01:29:36]** and so you just

**[01:29:38]** sweep that risk under the rug for now,

**[01:29:40]** and the important thing is to live well.

**[01:29:42]** And it doesn't matter at all,

**[01:29:44]** whether I have a chance at a million

**[01:29:46]** like in a betting lottery, or

**[01:29:48]** it's the same cycle over and over.

**[01:29:50]** They all just sell us the idea

**[01:29:52]** that we hoped we were all equal.

**[01:29:54]** We can all feel

**[01:29:56]** great with chocolate, we can all feel

**[01:29:58]** rich.

**[01:30:00]** Paradise is within reach, we all have a chance to win a million, but I’ll never deserve it, everyone, everyone, everyone, everyone, everyone.

**[01:30:06]** But the only question is how we as individuals deal with it.

**[01:30:09]** The hunt for our soul is really intense, from various areas, and the betting office and sports is a great example. Perfect, really.

**[01:30:18]** Thank you. I’ll stop here today.

**[01:30:24]** Thank you for being here with us.

**[01:30:27]** If this made you think or inspired you to do something differently, or reflect, that’s what these breakfasts are for, that’s why we’re here.

**[01:30:38]** So Karel, thank you once again for your time.

**[01:30:43]** Thank you, thank you, thank you.

**[01:30:50]** We’d really appreciate it if you now give us feedback on how you liked today’s breakfast.

**[01:30:57]** And do it honestly, we want to see those five stars, and your brain will remember five stars now.

**[01:31:05]** And feel free to list any words that come to mind. Thanks a lot for that.

**[01:31:11]** As I repeat at every breakfast, please don’t just let it go in one ear and out the other.

**[01:31:18]** Try to think about it a bit, and the best way to reflect is to talk about it with someone.

**[01:31:24]** So whether you’re in the library or at work, try to spend a moment discussing these things.

**[01:31:31]** For example, how you do it at your company, how you handle it as a mom, dad, consumer.

**[01:31:37]** We’ll help you with a questionnaire you can download from the website,

**[01:31:41]** to find your aha moments, in case you can’t come up with answers to the questions,

**[01:31:45]** but I don’t believe you won’t be able to.

**[01:31:47]** Also, there’s the Brain & Breakfast Digestive, which is a session about two weeks after the breakfast.

**[01:31:58]** Karel and I decided it will be an April Fools' lunch, so April 1st at 12.

**[01:32:03]** If you want to dive deeper into this topic with us,

**[01:32:06]** and I promise there will be interesting guests as always,

**[01:32:09]** just sign up at Red Button.edu, or just write to me and I'll send you the link,

**[01:32:14]** so you can join the discussion.

**[01:32:16]** And now it's just going to be an ad.

**[01:32:19]** Definitely follow Brain & Breakfast Business.

**[01:32:25]** The topics are somewhat related, psychological safety,

**[01:32:29]** Brain & Breakfast Business People,

**[01:32:31]** how to build an environment where we can talk like this,

**[01:32:34]** where we don't feel bad or uncomfortable,

**[01:32:36]** and psychological and cognitive safety and future risks.

**[01:32:40]** It's a huge topic that is interconnected,

**[01:32:43]** so this will be in April at Brain & Breakfast Business.

**[01:32:49]** My great teacher, Jáno Košturiak, on March 26th.

**[01:32:53]** Life school continues, topic innovation, I'm really looking forward to it,

**[01:32:56]** it's my favorite topic, that's where we met,

**[01:32:59]** so if you want this topic, then March 26th.

**[01:33:04]** Here are the books of the month, so far everything really stands on Red Button,

**[01:33:09]** so if you have any problem, just press the red button.

**[01:33:12]** Next time we'll be launched into space,

**[01:33:17]** because I'm excited that we'll go somewhere completely different,

**[01:33:20]** we'll really, really jump far ahead in innovations.

**[01:33:24]** Tomáš Rousek, space architect, will show us, I assume,

**[01:33:28]** things we've never seen before and what we think

**[01:33:31]** is science fiction, no longer is.

**[01:33:34]** So if you want to be launched not only to Mars,

**[01:33:38]** but even further, then April 17th from 6:30 PM.

**[01:33:41]** April breakfast, Brain and Breakfast.

**[01:33:43]** Karel, thanks again.

**[01:33:45]** Take care, bye and see you.

**[01:33:53]** www.arkance-systems.cz

**[01:34:23]** www.arkance-systems.cz