Transcription: Southern College
Transcription: I was a government major which means I had to write a lot of papers now what a normal student writes a paper tonight spread the workout a little like this
Transcription: get started maybe a little slowly when you get enough done in the first week that was some have your days later on everything gets done thinks they civil
Transcription: and I would want to do that like that that would be the plan I would I would have it all ready to go but then then then that that she the people would come along and then I kind of do this
Transcription: I know what happened every single Paper
Transcription: but then came my 90 page senior thesis paper supposed to spend a year on a new for a paper like that my normal workflow was not an option it was way too big a project so I plan things out and I decided I kind of had to go something like this year ago so I start off light and I bump it up in the middle of months and then at the end I would kick it up the high gear Circle staircase how are you just walk up the stairs no big deal right
Transcription: the best funniest thing happened those first few months they came and went and I couldn't quite do stuff so we had an awesome new revised plan
Transcription: and then
Transcription: then those middle months actually went by and I didn't really write words and so we're here
Transcription: and then two months turned into one month into two weeks and one day I woke up with three days until the deadline
Transcription: still not having written the word that's why I did the only thing I could I wrote 90 Pages / 72 hours pulling not one but two all-nighters humans are not supposed to pull two all nighters
Transcription: Sprint across campus Building slow motion and got it ingested the deadline I thought that was the end of everything but a week later I get a call it's School
Transcription: and they say it is Tim Urban and I say yeah and I say we need to talk about your thesis I say okay
Transcription: and they say
Transcription: best one we've ever seen
Transcription: that did not happen
Transcription: it was a very very bad thesis
Transcription: I just wanted to enjoy that one moment when all of you thought this guy is amazing it was very very bad
Transcription: anyway today I'm a writer blogger guy I write the blog wait but why and couple years ago I decided to write about procrastination my behaviors always perplexed and non procrastinators around me and I wanted to explain to the non procrastinators of the world what goes on in the heads of procrastinators why we are the way we are now at a hypothesis that beat the brains procrastinators were actually different than the brains of other people and the testis I found an MRI lab that she let me scan both my brain and the brain of a proven on procrastinator and I so I could compare them and I actually brought them here to show you today and I want you to take a look carefully to see if you can notice a difference and I know that if you're not a trained brain expert not that obvious but just take a look okay so here's the brain of a non procrastinator
Transcription: now
Transcription: here's my brain
Transcription: there is a difference both brains have a rational decision-maker in them put the procrastinators brain also has an instant gratification monkey. What is everything's fine until this happens
Transcription: so the rational decision-maker will make the rational decision to do something productive with monkey doesn't like that plan. She takes the wheel and he says actually let's read the entire Wikipedia page of the Nancy Kerrigan Tonya Harding Scandal do they just remember that that happened
Transcription: then
Transcription: then we're going to go over to the fridge receipt in there since 10 minutes ago after that we're going to go in at YouTube spiral that starts with videos of Richard Fineman talking about magnets and ends much much later with us watching interviews with Justin Bieber's mom
Transcription: all that's going to take a while so we're not going to really have room on the schedule for any work today sorry
Transcription: what is going on here
Transcription: this a gratification monkey does not seem like a guy you want behind-the-wheel he lives entirely in the present moment he has no memory of the past no knowledge of the future and only cares about two things easy and fun now in the animal world that works fine if you're a dog and you spend your whole life doing nothing other than easy and fun things your huge success
Transcription: to the monkey
Transcription: humans are just another animal species used to keep well slept well fed and propagating into the Next Generation which in tribal X might have worked okay but if you haven't noticed that we're not in tribal Times Square in an advanced civilization in the monkey does not know what that is which is why we have another guy in our brain the rational decision-maker who gives us the ability to do things no other animal can do we can visualize the future we can see the big picture we can make long-term plans and he wants to take all of that into account and he wants to just have us do whatever makes sense to be doing right now. Sometimes it makes sense to be doing things that are easy and fun like when your are having dinner or going to bed or enjoying well or and Leisure Time that's why there's an overlap sometimes they agree but other times it makes much more sense to be doing things that are harder and Less Pleasant for the sake of the big picture and that's when we have a conflict
Transcription: and for the procrastinator that conflict tends to end the certain way every time leaving him spending a lot of time in this oranges on an easy and fun place that's entirely out of the make sense Circle I called the dark playground
Transcription: now
Transcription: the dark playground is a place that all of you procrastinators out there know very well it's where leisure activities happened at times when leisure activities are not supposed to be happening the fun you have in the dark resin actually fun because it's completely on earned and the air is filled with guilt dread anxiety self-hatred all those good procrastinator feelings in the Christian is in this situation with the monkey behind the wheel how does a procrastinator ever get himself over here to this Blue Zone a Less Pleasant place but we're really important things happened Well turns out that the procrastinator has a guardian angel someone is always looking down on him and watching over him in his darkest moments someone called the Panic monster
Transcription: the Panic monster is dormant most of the time but he suddenly wakes up anytime a deadline gets too close or there's danger of public embarrassment a career disaster some other scary consequence and importantly he's the only thing that the monkey is terrified of now in my life recently reached out to me about six months ago and invited me to do a TED Talk
Transcription: out of course I said yes it's always been a dream of mine to have done a TED Talk in the past
Transcription: play the middle of all this excitement a rational decision-maker seem to have something else in his mind he was saying on what we just accepted do we get what's going to be now happening one day in the future we need to sit down and work on this right now in the monkey said totally agree but also it's just open Google Earth Zoom into the bottom of India like 200 feet above the ground we're going to screw up two and a half hours do I get to the top of the country so we can get a better feel for India
Transcription: so that's what we did that day
Transcription: at six months turned into four and then two and then one the people of Ted decided to release the speakers and I opened up the website and there was my face staring right back at me and guess who woke up
Transcription: so the Panic monster starts losing his mind in a few seconds later to fill systems in Mayhem
Transcription: and the monkey remembers terrified of the panic monster he's up the tree and finally finally the rational decision-maker can take the wheel and I can start working on the talk now Panic monster explained all kinds of behavior like how someone like me could spend two weeks unable to start the opening sentence of a paper and then miraculously find the unbelievable worth work ethic stay up all night and write 8 pages
Transcription: and this entire situation with a free characters this is the procrastinators system not pretty but in the end it works and this is what I decided to write about on the blog just a couple of years ago now when I did I was amazed by the response literally thousands of emails came in from all different kinds of people from all over the world doing all different kinds of things these are people who are nurses and bankers and Painters and engineers at lots and lots of PhD students
Transcription: they're already saying the same thing I have this problem to post Rocky was the contrast between the light tone of the post and the heaviness of these emails these people were ready with intense frustration about what procrastination is done to their lives about what this monkey had done to them
Transcription: and I thought about this and I said what the system works then what's going on why are all these people in such a dark place Well turns out that there's two kinds of procrastination
Transcription: are we going to talk about today the example of give mail have deadlines when there's deadlines the effects of procrastination are contained to the short-term because the Panic monster gets involved but there's a second kind of procrastination that happens in situations when there is no deadline so you want to have a career going to be a self-starter entrepreneurial deadlines on those things at first because nothing's happening until you've gone out and done the hard work to get some momentum to get things going is also all kinds of important things outside of your career that don't involve any deadlines like seeing your family or exercising and taking care of your health working on your relationship or getting out of a relationship that isn't working now if procrastinators only mechanism of doing these hard things is the Panic monster that's a problem cuz in all of these non deadly situations Panic monster doesn't show up you something to wake up for so the effects of procrastination do not contain they just extend outward forever
Transcription: is this long-term kind of procrastination that's much less visible and much less talked about than the fun of your short-term deadline based time it's usually suffer quietly and privately asked me the source of a huge amount of long-term unhappiness and regrets
Transcription: and I thought you had that's why these people are emailing and that's why they're in such a bad place it's not that they're cramming for some project it's that long-term procrastination is made them feel like a spectator at times in their own lives near the frustration was not that they couldn't achieve their dreams that they weren't even able to start chasing them so I read these emails and I had a little bit of an epiphany
Transcription: that I don't think non procrastinators exist that's right I think all of you are procrastinators a mess like some of us
Transcription: and some of you may have a healthy relationship with deadlines but remember the Monkees sneakiest trick is when the deadlines aren't there now I'll show you one last thing I call this a life calendar that's one box for every week of a 90-year life
Transcription: how many books has especially since we've already used a bunch of those so I think we need to all take a long hard look that calendar
Transcription: we need to think about what we're really procrastinating on because everyone is procrastinating on something in life
Transcription: we need to stay aware of the instant gratification monkey
Transcription: that's a job for all of us
Transcription: and because of that the money box down there at the job that you're probably start today but not today
Transcription: get up
Transcription: sometime soon
Transcription: thank you
Transcription: Sports sponsorship a great way to increase brand visibility or logo on the place shirt and then the fans watching in the stadium of the millions of people watching on TV and online and sharing content on social media but how do you measure how much that's actually were computers how to find logos of Brands as they appear on TV streaming or a social media thinks Sports signage like a field level LED at a football match or the helmet of a Formula 1 driver our methodology starts by using a media equivalent for TV or social media for example the cost of a 30-second commercial or to buy a Facebook app
Transcription: so after that we apply a discount based on six different factors these are quality factors like Clarity prominence size visibility share a voice and placement in the case of the the UEFA Champions League final it was between Real Madrid and Juventus gumgum Sports we found / 517 million engagements on social media billions of Impressions and over literally 61082 seconds of brand exposure associated with thousands of social media posts and those are social media posts that contained those sponsors right not just any social media posts about the game
Transcription: brighten whether it's a shirt sponsor were Peele devil LED this equated to more than 164 million dollars of media value and it's a big the big number and the pig in a winners of that wear Adidas and fly Emirates right because they saw combine 113 million dollars of media value as the kid and the and the shirt sponsor of the winning team Real Madrid and Doug to get the pallets of celebrity so not sure if it's a surprise at this point but Ronaldo's own social media accounts right Reynaldo drove over 169 million engagements featuring you know sponsor signage and about 38% of the overall media value write 63 million dollars was driven just by Ronaldo
Transcription: you don't sound very clever but is this really artificial intelligence at work absolutely I mean a I answer the question how do you scan millions of social media posts for sponsor signage right and then you have to attributed to a very specific and game right it's not enough to just fine the signage and isolation right cuz you can have say a Heineken logo show up in a social media post and it's just a a bottle at a at a local pub and it may have nothing to do with the game at all so why is measuring grams visibility on social media so important to focus on solving two problems here the first is about the changing nature of content consumption should think the digital so with the TV ratings declining Brands need to know the full value that they're generating right and to answer this question you need to cover multiple platforms including social and then secondly Brands they want comprehensive data right that is delivered
Transcription: an efficient manner so given that the fans are turning more to social media to consume those near the sports highlights that he used to go to TV for they need a technology that can measure this activity ultimately it's value for both sides where they really wanted a third-party kind of independent party that they can trust to provide you know this accurate measurement it was about the future how could the technology be used to further develop these Sports sponsorship Market once buyers and sellers of sponsorships better understand media value we see the next opportunity as creating a marketplace where these Brands could essentially bid on Sports signage in near real-time so globally right so across all of the different leagues being able to buy those LEDs where you know Saya brand were able to purchase a prominent LED
Transcription: just during the last two minutes of the game that's within three points right say a basketball game or for a football match they can look at which players are set to to hit certain milestones and bid just on on those games where those big Milestones can happen is those live on forever
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