The strength in weakness | Richard Shotton | TEDxGlasgow скачать в хорошем качестве

The strength in weakness | Richard Shotton | TEDxGlasgow

TEDxGlasgow 2019 Principal Partner #SCOTLANDISNOW' Are you afraid of failure? Do you struggle to accept your imperfections? Does criticism leave you feeling discouraged? If the answer is yes, Richard Shotton has a simple idea that could help turn your weaknesses into strengths. In 1993, Melody Maker published a review of French rock band Darlin’, in which their music was dismissed as “daft punky trash”. Rather than shying away from this disparaging critique, they embraced it. They formed a new band. You may have heard of them – Daft Punk. In this talk, Richard delves into the science behind why imperfections make people and products more attractive. And shares how everyone from bands to brands is using this idea to become more authentic and likeable. Author - The Choice Factory Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising. The Choice Factory topped a global poll organised by ad agency by BBH to find the best book ever written on advertising. Richard started his career as a media planner 19 years ago, working on accounts such as Coke, Lexus and comparethemarket.com, before founding Astroten, a consultancy specialising in applying behavioural science to business problems. He tweets about the latest social psychology findings from the handle @rshotton. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx