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The Copenhagen Denmark Lecture
David Meade, Broadcaster and Speaker, David Meade LTD
Wednesday, Nov. 14, 2018 · 9:11 a.m. · 49m 46s
Sponsored by the Danish ICCA Members. Mind Your Business: The Influential Event Professional. This year's Copenhagen lecture will help you dramatically improve your performance as an event professional. Gaining influence and exercising persuasion are core skills that are essential for success in all sectors, but none more so than the ever-competitive events industry. Whether negotiating a contract, pitching to a committee, selling a venue, or simply trying to get a colleague to take your recommendation on board, few skills drive an event professional's ability to succeed than their ability to ethically influence those around them. In this, his trademark electrifying interactive seminar, David will take attendees through an energetic session that promises to engage and inspire. Sharing cutting edge research on the simple psychology of hearing 'yes' more often, delegates will leave with a practical toolkit that they'll be able to use immediately to achieve their goals.
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Transcriptions
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00:00:00
good morning everyone how are you
00:00:03
not come okay this is the final day you can do better than not how are you
00:00:08
that sounded exactly the same um i i'm delighted to join here and as you've heard my name is
00:00:14
david me even my primary career was always as a university lecture and in that role these
00:00:20
are the type of things that i look that decision making what is it that makes agree it's
00:00:26
a decision one that you can stand by not only the point which you make it
00:00:30
across the entire life of that decision decisions are the
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oxygen of creates teams organisations and individuals of
00:00:39
we're not making and taking them all the time you were already starting to slow down and
00:00:44
in times of change our decisions tends to slow down that's what tends to happen when you
00:00:49
make that tiny little decision in your office and see see everyone in the western hemisphere
00:00:55
so that nine years from now if it comes to bite you in the back side you can say
00:01:00
what i see see you but that at the time and you didn't get back to me so
00:01:04
i think we're both going to jail motivation and in th meant to employees on the c. m. to ask on
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this even pay scale looking like the same window but
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for some reason performing dramatically different like persuasion and
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seals is about sixty percent of my work i teach individuals
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and organisations i'd hear the word yes more often
00:01:24
when i ask for things change is a big topic in my field body language interpretation which i
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have already started in this room unable to hide knows all manner of fairly
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deep seeded emotional and relationship issues by the time i section finishes
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sir man they're sitting in the sack throw arms cross pissed off pick me and i'll kill you look on his face
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i used to do kids birthday parties for girls like user um and and goals
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i'm planning did you know that some goals just by the way that
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we write them and communicate them inside or outside of our organisation are dramatically
00:01:58
more or less likely to be achieved i call these mindful business skills
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or soft skills the reason i do i is it doesn't matter how long you
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have been in your role doesn't matter what your responsibility is you will
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leave this session with something that you can use and it's a really short
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session i only have you for for four and a half hours
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friday and i promise you you will leave with things that you can practically
00:02:22
apply and employee and i am i'm event professional my primary career as
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an academic was in hospitality events and tourism i've been a general manager and
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the hotels industry i've been a conference and buying putting manager i've
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been a conference planner so to grip on or for me to join you
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all here like you did here that i also have a flair for
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mind games and i do in my country i have a t. v. show and in it i play the part of a mind reader
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so if you haven't seen my t. v. show i want you to know
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that that is deeply offencive to me it's what's by almost twelve
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people every single week um and in it i guess people's pin numbers
00:03:01
i guess it could facts about them there will be some of
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that in this talk but if i pick you i promise you i won't embarrass you i will make fun of you will reveal any
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deep dark secrets so you wouldn't want your friends or colleagues to know about unless they're hilarious or he still there he's not moving
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so only fair though that if i'm gonna be reading your mind i should tell you a little bit about me you
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can tell from my accent i'm from northern ireland that i'm from belfast i was born there they're drawing they're drawing
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you know last night you call that a party we collect breakfast um so i was uh
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i was born in northern ireland in nineteen eighty two in
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a tiny little time called wrath violent if you'd like
00:03:50
to know what ralph bryant to look like in nineteen eighty two in go there now it's the same
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i'm married i'm married to easily and i've been married to alien for um her dad's farm um
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elaine and i are what's called in northern ireland a mixed relationship so if you don't know anything about our politics in
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northern ireland a mixed relationship essentially means that i was raised
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a catholic and she's going to burn in hell um
00:04:17
nothing to do with religion she's just to truly horrible person but you should see that farm um so
00:04:25
so most of my work is travelling in in this session i'll show
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you how some very tiny changes to your psychology can make a
00:04:32
really big difference to your ability to a cheap results but it's
00:04:35
difficult to achieve results today because change is the only constant
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ability to focus on what matters is increasingly difficult every year and i
00:04:44
can show you how difficult it can be the focus on
00:04:47
your priorities as event and association professionals by trying a really simple
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test in a moment i'm going to play an awareness test
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you will see two teams playing basketball wanting might one team and like
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your job will be to kind how many times the team
00:05:03
in white pass the ball not on in on average about three
00:05:07
percent of the average audience i've seen this before so if
00:05:10
you haven't seen it please don't tell the answer to the person to your left or to your right if you do you do
00:05:15
that that is cheating and as a mind reader i can make you wet the bed that's one of my things so
00:05:20
i can make you stop of it's already problems are lucky still there so two teams playing
00:05:25
basketball one white one black kind how many times the team and white pass the ball
00:05:31
let's see all actually joe before we do that though i think it's been an early morning that's warm you
00:05:35
up first everyone stand up for me stand up stand up already which you stated all my no
00:05:40
follow my instructions about you she got caught your hands now as i look around the room i can see
00:05:45
quite a lot of very cheap fake panels so try not to touch anyone that you're doing this
00:05:50
take your left time put it behind your back for me right hand in the air shake it shake it like a polaroid
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imagine someone comes in late at this moment i want you to do everything that i say
00:06:00
make a circle with your thumb tacks finger and please again church and for me
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that's not your chin that's what you're jane you can't move at the last minute even if it is a big
00:06:09
chin at this time sit down forming an extent you're right but perfectly straight out in front of you
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and spin the right fit in a clockwise circle my as you're spending it don't stop spending it take your right hand in
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the air i make a figure the it may look at just but doesn't know what it's doing does it snow
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stand up again form is that again figure the weight watchers points were building
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she got your hands again for me and if you listen really carefully you can hear what you shouldn't buy jewelry of the internet
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turn your hands your thumbs are pointing down placed one hand on top of the other and interlock your fingers not the rules
00:06:44
are don't unlock your fingers don't bend your elbows and to better
00:06:48
arms drip drip and for the next sixty three minutes
00:06:52
not really that on locking your fingers turn your hands your thumbs are pointing up
00:06:58
is this some telephone time no one no okay keeper says around applause if you take a little saved
00:07:04
no what happened there one of two things happened i communicated
00:07:08
three really simple pieces of information and either you
00:07:12
received too much information or you received two little this
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happens every single time we communicate we think we're
00:07:19
good at communicating our priorities and objectives but the truth is that we're not and the quickest way to test
00:07:24
this is with that awareness test so you will see two teams playing basketball wanna might wanna black
00:07:30
how many times does the team and white class double he's just just
00:07:36
there was just one
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oh
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oh raise your hand if you think there were ten passes anyone for ten with that one gentleman there
00:08:01
for tenants or as you look around the room you can see you're wrong but good efforts
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a raise your hand for eleven anyone for eleven uh yeah anyone for twelve
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anyone for thirteen hello armpits it is warm as i agree anyone for fourteen
00:08:16
if you got fifteen or above please don't raise your hand that does point to mental health issues are the correct answer
00:08:22
or you know some use thirty multiple also those who got thirteen i think well done well done well done
00:08:28
there's a levy there in the fourth row taking it's likely to seriously literally fist pumping the air
00:08:34
starting to worry about your home life if that's what you're celebrating here with us it was
00:08:38
literally just can't um so the correct answer was thirteen plot part did you see uh
00:08:46
let's see i'm glad again word rewind it all the way back to her
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oh
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oh the fact is as our industries are
00:09:07
changing as your customers client and association
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expectations are changing it becomes really difficult for us to focus on what matters
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and that's what we're gonna look at in this section i can we increase your
00:09:19
persuasive knit city you can get your boards your stakeholders your clients to
00:09:23
focus on what matters if you know the right strategic decision for stakeholder our partner
00:09:29
of yours how do you psychologically increase the likelihood of getting the word yes
00:09:34
and this is not about making people say yes that things this is about
00:09:38
an increasing your likelihood of getting yes if you know the that's the
00:09:41
right strategic thing for them to do and towards the end we look at the
00:09:44
psychology all motivation engagement i knew so many if you rely on volunteers how
00:09:50
do we get them to create extraordinary result not just one day but everyday
00:09:55
i for this to work i do need someone to help me out
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to prove how simple it can be the influence decision making i'm gonna get these
00:10:01
two gentlemen on the end of the road this gentleman in the dark
00:10:04
jacket and a gentleman behind him sorry too weak user uh if you could both help me get them around applause they make the way to the
00:10:14
no i i promise you if you'd like to stand over here just beside the trap door excellent
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um i promise you i'm not going to embarrass you we gonna sing for us ah no
00:10:25
and you're going to be a microphone stands your job is to keep this nice imposed to this gentleman's might say hello audience
00:10:31
and your name is john everyone say hello john john i need to make a really simple
00:10:36
decision if you could keep that nice and close not asking huge amount from here
00:10:40
um so i'm gonna have you make a decision i we used to use
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this in the university as a random number generator this is at
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times you're gonna think of any number that you like on this diced turn it so that it's on the top when you're happy that
00:10:52
it's hidden underneath the cups you know that i can see which you think of the number don't just shake it that makes it random so
00:10:59
i need unit in a you know i can see it if you do it right in front of me that makes a little
00:11:04
i'm going to turn when you're making this but i appreciate the help john but you're somewhat taking the challenger but
00:11:09
no john when your number is on the top and hidden underneath the cup give me
00:11:13
and nice like the whole when you're happy that we've had a totally free choice
00:11:16
give me a nice like your whole into the mike your oh you should take that
00:11:21
show on the road job um by john to display like a random choice
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i'm not sure didn't feel like i influence should go through her but if if
00:11:30
you can keep that nice intros are starting to piss me off and so
00:11:34
so john john do you remember the last thing i said as i turned away
00:11:39
no no you're just glad to be out of the house aren't you john as i turned away i said make sure that it is so
00:11:45
totally free choice to make sure that it's a totally three choice be
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honest on digital with the number three no did you not ah
00:11:55
ah
00:11:58
yours job everybody let
00:12:04
sorry did he really go for the number three yeah he did yeah are
00:12:08
you on medication job or result we're going to do this again
00:12:14
that's a funny way to hand in your regular your retirement on so john
00:12:18
we're going to do this again but this time in decision making
00:12:21
this is called decency effect we tend to gravitate towards the most recent
00:12:25
piece of information because it feels better so different number this
00:12:28
time job actually you choose it put it on the top and minutes he'd give me a nice logo remember to think of it on
00:12:35
and i would use any numbers this time i won't say anything i like just go with whichever number six in your head
00:12:41
i join you should change your mind of five tried in friendship choose a number for whatever reason
00:12:46
your book or example don't on had to this will be random didn't feel like i influenced you
00:12:52
what are your goals were okay the only thing that i will say john as i turned away i did scratch my head with one
00:12:58
finger into the microphone to build with the number one years you
00:13:01
want everybody left over top night i'll be honest with you
00:13:06
that doesn't always work two times in a row the fact that it it
00:13:10
tells me that psychologically joe on his what we call easy so job
00:13:15
we're gonna do this one last time but here's what's going on inside johns had
00:13:19
he wants to go with the number two then four then to that's
00:13:22
because he thinks that i think that what he thinks the things that he
00:13:25
would've thought that we would have thought that no little smile burns it
00:13:30
john i'm gonna turn away the with your last number turn it so that it's on the top on and when it's hidden
00:13:35
again give me a nice load your whole when you're happy for me to make a guess and by the way make
00:13:40
sure that our colleague with the microphone can see it either it's important that you know that in case anyone things that
00:13:45
he's a secret helper but i promise you if i did bring a secret helper to be more helpful than him
00:13:51
so john give me a nice logo hold oh alright settle down john
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uh the only thing that i will say third time around people almost always try to catch me out by going
00:14:01
with the same number again with the number one again be on a strong you didn't do that digit
00:14:05
into the mike hooters that's ever thought everybody well don't don't contact me so much i really
00:14:10
appreciate having a real help thank you so much less yeah try to help my eyes
00:14:18
so all
00:14:21
hi tools that work and hiking you use it i'm gonna show you how simple it can
00:14:25
be to use this and it starts with a really simple challenge in a moment
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you're gonna talk to the person to your left and to your right just as we've
00:14:33
done with john i want you to a margin we're presenting a series of options
00:14:37
one of them is the one you want them to say yes to this could be the
00:14:41
one that's most profitable for you maybe it's the one that provides better impact for your
00:14:45
stakeholders maybe it's the one that you know is the best strategic decision it's a decision
00:14:50
not just for five weeks it's a decision for five years but you should present
00:14:55
the series of options if you play is the one that you want in the right position
00:14:59
you are roughly three hundred percent more likely to get yes so we're gonna talk
00:15:04
to the person to your left and to your right what you think one two three
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four five you have twenty seconds your time
00:15:10
starts an hour off you got uh_huh
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oh right everyone come back to may yeah i'll tell you the answer the correct answer
00:15:44
is number three regardless of you got number three well done well done well done
00:15:50
do you hear that's that's bitterness you hear an applause well got the basketball one likely
00:15:55
did you good for you let me tell you why it's position number three position
00:15:59
number one is almost always the disappointment you will never aligned with whatever their preconceived
00:16:04
expectations work of the thing you were going to talk about so we know
00:16:08
imposition number one they're comparing get against something that you cannot snow so don't place it
00:16:14
in position number one decision number two is used as a point of education
00:16:19
but they tell themselves that be really hard decision makers if they made a decision
00:16:23
so early in position number three we know there are nine psychological reasons
00:16:28
why it's number three but the two most interesting are we can only really hold three
00:16:33
pieces of information in our mind at one time the minute of fourth is
00:16:37
introduced we gravity back towards number three but also they feel like subject experts in
00:16:43
the area and they feel like they're mine from their birds eye view they
00:16:47
can see clearly the decision to make but you're too close to your little bit too
00:16:51
involved in position number four we've talked about an imposition number five they only
00:16:55
remember somewhere between five and seven percent of the information that you talk about so
00:17:01
all these position number three not i get lots of questions about this
00:17:06
i mean not here obviously but i'll tell you what they are some people say what
00:17:10
i got seven or eight or nine options will three is still the magic number
00:17:14
some people say what i've i've only got one or two a well make one up and put it at the start they're not going to pick it anyway no
00:17:21
they do get a little more complicated let's say you there is something that you know
00:17:25
with the person that you're talking to will hit they are perhaps comparing you against
00:17:30
another provider maybe if you are an association yourself you're presenting to a board and
00:17:35
you know there's one element of your request that they will hit they will
00:17:39
be totally against what is more persuasive to take the batteries and put it early or
00:17:44
the bad news and put it late if you get this right you're somewhere
00:17:47
in the region up four hundred percent more likely to get yes but what do
00:17:52
you think twenty seconds in your grip your time starts an hour uh_huh
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uh_huh
00:18:19
yeah
00:18:29
ah
00:18:34
oh right everyone let's say let's say if you take the weaknesses early raise your hands in the air but you just don't care
00:18:41
again um if you put it really it's really random near how wow we're but didn't detect the split release him ooh
00:18:48
so i get home to the here in my talks when we have a split as close as
00:18:52
this it's traditional obese applet with the tickle fights of you like to work away go ahead
00:18:57
with the correct answer is always early by placing the bad news early yes well done well done
00:19:03
you look like the most honest reliable transparent trustworthy person by placing the bad news early
00:19:09
you seem like someone who will always deal with the top stop it makes you
00:19:13
seem significantly more really it double like placing the bad news early you dramatically increase your
00:19:18
likelihood of getting that yes the research shows if you please the bad news
00:19:22
at the end it can feel like you have tried aside it like placing at the
00:19:27
end it undermines not only that individual request but some research shows the entire relationship
00:19:33
up until that point to always place it as early as you possibly can i
00:19:37
use this stuff when i proposed she doesn't we're married yet but this i
00:19:42
i imagine for a second and this is a common one in the association industry there are two possible
00:19:47
investments one is really large on one is really small the big one is the strategic investment that
00:19:53
will help you for the next five seven maybe even fifteen years the small one is incremental it
00:19:59
will help you do your work for the next maybe five monster three years one is more
00:20:04
persuasive visit more persuasive to start with the big thing first and then if you need to retreat to
00:20:09
the small one or start small engagement get by and get them saying yes and then move
00:20:14
to the big one if you get this right here a little over two hundred percent more likely
00:20:19
to get yes so what you take twenty seconds in your group your time starts not
00:20:24
whew
00:20:27
uh_huh
00:20:48
yeah
00:20:52
oh right everyone combining one yeah yeah what we think if you go
00:20:56
the big thing first nice night big thing first small thing first
00:21:00
were evenly split again while this is like the breaks out huh
00:21:05
and that went well now we know that the truth
00:21:10
is it's both of them but in different circumstances
00:21:14
shut up you don't believe me i i'll tell you what the circumstances are if you're dealing with someone
00:21:19
senior to you so if you are approaching an association board it always start with the big thing
00:21:25
first why 'cause people like to say yes they want to say yes when we say yes to
00:21:30
another human being we get a tiny little short of and orphans and two thirds season is
00:21:36
but we know if you say no to a human being you couldn't come since bankruptcy of that and
00:21:41
your dramatically more likely to say yes to the next thing if it's a more affordable more
00:21:46
doable more formidable solution we know however if you are dealing with someone junior to you it's so
00:21:52
much more important that you start small by starting small d. c. your route of travel
00:21:57
they understand what cool authorship they have on the direction that you the organisation and the business are
00:22:03
taking some start small and your dramatically more likely to get a yes if that person reports
00:22:08
to you so one example might be me re maybe i know you usually finish at five p.
00:22:14
m. on wednesday but we're coming up to the end of the quarter we've got some
00:22:17
research to pull together some final figures that we need to to assimilate could you give me fifteen
00:22:23
minutes after work i would really appreciate it if we tried to do this during the daytime
00:22:28
but work it would take two hours but fifteen minutes after work will get it done you're starting
00:22:33
small and you're putting the bad news early you're not hiding the fact that you're asking
00:22:37
for discretionary effort and we know that mary is dramatically more likely to say yes if you start
00:22:42
small she understands why you're asking what you're asking for and what the impact of it is
00:22:47
just say yeah okay i well i will stay until five fifteen and when it gets to
00:22:52
ten past five say sorry mary it's gonna be nine thirty so start small get bigger
00:22:58
i mean no one's worried about mary we're basically trying to manage arrived at this point anyway so
00:23:03
by the way if you don't have a merry and your organisation it's you you're the mary they're trying to manage to act
00:23:09
so uh let's say and this is so fundamental you have might work this will
00:23:14
change the way that you send every email every text message this will change
00:23:18
the way that you ask for everything in your life from this moment on
00:23:21
words you need someone to do something by something or invest in the
00:23:26
change is it more persuasive to highlight the benefits or the losses are dangers of
00:23:31
not doing it the benefits of yes or the losses are dangers of
00:23:34
no this will probably be the one that you apply more than anything else
00:23:39
after this event and you're twenty seconds start now off you go
00:23:44
oh
00:23:57
ah
00:24:19
ah
00:24:33
so oh yes i promise she is one of my favourites region known
00:24:38
if you build benefits benefits around the room vision losses are dangerous
00:24:43
no i didn't notice somebody didn't raise your hand there if you think that this
00:24:46
is because it depends on the situation the circumstance the scenario or the person
00:24:51
that's an interesting answer if that's your answer raise your hand forming a keep your hands in
00:24:55
the air because that is an interesting answer it's wrong will put your hands right
00:24:59
the correct answer and you will hear the answer isn't losses or
00:25:03
teenagers because as human beings we ah with platinum you use
00:25:09
bad news is here yes yes to us you could miss a fortune for cancer
00:25:15
research on saturday wrong i'm martin for modern your own disease on sunday
00:25:20
on monday morning all we hear about is a tragedy uh we talk about that all week batteries is sticky and
00:25:26
that he's of we laugh platinum is bad news is seven hundred percent more likely to be remembered re
00:25:32
t. and then i did up all this started with the toothpaste in district not because i work for the
00:25:37
b. b. c. i can't mention any brand names so make one up let's call it a little bit
00:25:44
some of you don't get it never mind they used to show this board just nineteen fifties
00:25:49
housewife that was shielded mistake incredible white teeth to children husband briefcase bowler hat all
00:25:55
of the product cleaning my teeth the whole family the implication was not just would you
00:26:00
have teeth like this but you would have this entire lives that in the early
00:26:04
sixties they change their tax issues someone with horrible nasty run city and said if you don't
00:26:10
use our product you can uh get a month like this and they became the
00:26:14
market leader and in many territories they still are because we'll all i know is and
00:26:19
if you have children you know this already hands of if you got children
00:26:22
somebody not sure i could help you find out afterwards there's a there's a mind
00:26:26
reading thing i can do but it's a different invoice it's very effective though
00:26:29
if you get caves in europe the parking you say oh johnny we had such a few day at the park i know johnny
00:26:35
if you put your put on get into the car when we get home and get your little chocolate bar wow that's
00:26:41
nothing johnny still stays at the bottom of the slide taking missions of the ginger girl daddy's attract
00:26:47
and anyway that's not what you say you say that what you actually say is johnny we're leaving you here
00:26:53
by johnny but i know johnny you're going to be tend not to have a lovely day johnny five
00:26:59
we loved you johnny but we will love again johnny but i i knew all made fun of that
00:27:03
guy he left is kate to memory left is some in the farthest in japan remember that we've
00:27:09
all done that the only difference is we've done that in supermarkets and not in the actual far as
00:27:14
i can assure you have some of the supermarkets and and it's more dangerous than the farthest
00:27:19
the fact is will scissor danger to motivate us but how do we use this in
00:27:23
an ethical way i am part of your industry i speak at a hundred
00:27:27
association events here and i know that that's not part of your ethics i know
00:27:31
that you don't like to persuade people to do things just because it's right
00:27:34
for you it has to be right for everyone we know the most effective way to do this is to instead of saying well if you do too but
00:27:41
i recommend you've screwed which of course feels like scare tactics instead if you take
00:27:47
the losses are dangers so if you don't make this decision about our
00:27:51
that if you don't invest in this application if you don't have this early bird on
00:27:55
sale at this point we don't choose this venue in these are the unique
00:27:59
set of benefits that we get with torn with that but if we don't choose
00:28:03
it we will not get those unique set of benefits to take the
00:28:06
benefits and position them as benefits last we know that that is every bit as
00:28:11
it backed up and six to seven hundred percent more likely to get a
00:28:14
yes so yeah well don't if you got some of those right round of applause for your team in your colleagues there if you got some of them
00:28:22
the next thing that i want to look at as we move into the third are of my
00:28:26
session is high we take the c. m. psychological tools and use it to get better results
00:28:32
not just from ourselves look from our team and the people around them almost everything that we know
00:28:37
about the psychology of motivation starts with this guy i lied anyone know who he is
00:28:44
if you've you showing your age this is roger bannister for decades people
00:28:48
try to achieve the four minute mile it seemed like an
00:28:51
insurmountable on doable thing at the time there were clinical papers that
00:28:56
said human beings cannot travel at the speed they cannot
00:29:00
move at this velocity the muscles start to separate away from the
00:29:03
ball nearly three thousand attempts were carried out over forty years
00:29:08
but in nineteen fifty four he achieved and created a sensation
00:29:12
he was on the front page of every newspaper on
00:29:14
the top of it b. radio news real it was extraordinary but
00:29:18
in the two years after he cheated nearly three hundred other
00:29:21
people did changed nothing had changed the world was still the c.
00:29:26
and the regimen was still a c. m. colour hadn't
00:29:28
been invented until the nineteen nineties the only thing that he'd change
00:29:33
was their expectations as to whether or not this thing
00:29:35
could be achieved or not and the impact of it was huge so i want to show you how to use
00:29:41
that seem technique not to create extraordinary and i mean truly extraordinary
00:29:45
results from your teens under individuals and if we had much
00:29:49
longer i would spend more time looking at how to be a bit this across your organisation but this is a simple
00:29:55
exercise it creates immediate results in your little groups of two and
00:29:59
three people i need you to think of one the key
00:30:01
challenge one thing that would help you do your work better one thing that if you had a bottomless pit of
00:30:07
time money experience or expertise what's the first thing that you would
00:30:11
fix that would help you change the way that you deliver
00:30:14
for your stakeholders you need to have one hitch in your little
00:30:17
informal group that you've been having conversations with so far
00:30:20
make sure that you have one age and have it in a little circle so you're only going to get about twenty
00:30:25
thirty seconds for this started with the person in your group there's not the shortest hair your time starts not go
00:30:32
uh_huh
00:30:40
ah
00:31:03
ah alright everyone combined to maybe you just need to share one a sentence age
00:31:09
and here's what i need you today in a second you're gonna pick just one of
00:31:13
those challenges and make sure you carry out the following in your little group i
00:31:17
want you to come up with all the reasons why this cannot be sold you
00:31:20
must not come up with a solution start every sentence with no rulebook pause
00:31:25
and say no because we don't have the money no because we don't have the time
00:31:29
no because our competitors would all ready move in front of those start with
00:31:33
no because no because no because i do not skip anyone i'd move in a
00:31:37
circle start with the person in your group whose eyes are closest together though
00:31:59
ah mm
00:32:04
uh_huh
00:32:08
oh
00:32:16
oh right everyone come back to may come back to may never doing that's a little quicker than
00:32:22
normally so usually i would give that a little more time but i did that they'll
00:32:26
it's terrible isn't it it's soul destroying that's exactly what it feels like to be
00:32:30
married if you're still single run now unless there's a farm what's the point
00:32:36
i know you think that this is a manufactured exercise but it isn't the research shows
00:32:40
this this is how we deal with sixty five percent of the challenges or
00:32:44
opportunities that land on our desk everyday are the fault position is to say no
00:32:49
right now is not the right time but maybe twelve months from now i
00:32:52
will be better equipped with more time with more resources my whole life will be
00:32:56
better i'll go to the gym every morning my employees my coloured they'll be
00:33:00
nicer my farm will be so much bigger we convince yourself that the future is
00:33:05
better but the only time to do anything about anything is right now
00:33:09
it today so i want you to flip your conversation i this time start with that
00:33:13
seem challenge and start every sentence with yes and i want you to come
00:33:18
up with as many ridiculous stupid unusual on fungal solutions as you possibly can keep
00:33:23
moving yes and if we did a joint venture with our competitor yes
00:33:27
and if we approach the government for funding yes and if we shared leads across
00:33:31
the menus or maybe as associations if we did great buying together maybe the
00:33:36
results would be bigger i want you to keep moving yes and yes and yes
00:33:40
and start with the person in your group has the areas turns go
00:33:45
that's a couple of the levy sorry ladies
00:34:02
ah
00:34:16
um alright everyone come back to may come back to may not i am conscious that again we're
00:34:22
moving through this quite quickly usually i would give you three or four minutes on that but
00:34:26
we know that type yes and approach you come up with far more volume of ideas you in
00:34:32
th an investor that mentally and cognitively more effectively we know that your brain works better
00:34:37
during that yes and approach that of course you're gonna come up with some really ugly solutions in
00:34:43
a haystack that you're going to create a bad ideas but we know the science shows
00:34:47
is that you're much more likely to find that gould in the two inside that ugly haystack
00:34:52
because on the left hand side this is how the brain looks when you do that
00:34:56
new book calls it physically starts to work less effectively
00:34:59
reduces its temperature slightly and when it all
00:35:03
is it really impact your ability to do your best results on the right hand side that
00:35:08
yes and approach your bryn slightly increases in temperature
00:35:12
and becomes up dramatically better tool for solving
00:35:15
problems for dealing with the tough stuff that lands on your desk every single day but
00:35:20
more than that it creates a neural pathways that changes the way your brain works it creates connections
00:35:26
joins and little roadways that did not exist which ever one of these you institution lies
00:35:32
the was joints those new neural pathways when you take that yes and approach they become permanent
00:35:38
you and your team become opportunity and solutions seeking
00:35:42
machines under pervades everything that you do
00:35:46
we all as professionals need to ask ourselves every once in a while we're we
00:35:50
sit on this continuum do we sit in the yes under the new buckles
00:35:54
your attitude your mindset is contagious we need to ask ourselves
00:35:58
is yours always worth catching there are so many
00:36:01
examples of this being done really well where are our friends in russia gives a cheer here from russia
00:36:06
good i'm glad i asked that was very i was very russian sheer um
00:36:11
we know that russia really wanted to host the world cup but they didn't have a venue a stadium that had
00:36:17
enough seats so they took a yes and approach to solving this and they built a stadium a grandstand they
00:36:23
knocked the entire side out of their stadium above the ground
00:36:27
side with a grandstand with thousands and thousands of
00:36:29
state it's seats they built it over roads over shops over houses it was a very russian solution but
00:36:36
they they did this because they took the yes and approach and it's all of the challenge for
00:36:41
them this is jamie do prefer any of our friends from the united states you'll know
00:36:45
that he's one of the most successful syndicated radio host a number of years ago he developed
00:36:50
a serious issue with his throat this issue with this throat meant that his voice disappeared
00:36:55
you have thirty you're broadcasting career and was over within a matter of
00:37:00
months his team took a yes and approach to the challenge
00:37:03
that they were facing they didn't want their jobs their career their business to and either so they asked him to write
00:37:09
some blog articles but they weren't really for a block on the loans to hem what they had done was taken thirty years
00:37:16
worth of his voice recordings from all his shoals put it into
00:37:19
a piece of software that chopped up every single word
00:37:23
they took the blog post that he was writing today paired it with the voice of his
00:37:27
from yesterday and i issue is as popular as it has ever be it's a
00:37:32
huge success and a huge impact of the yes and approach how often are you taking
00:37:37
the yes and approach to the top stuff that lands on your desk every day
00:37:41
my team and i challenged ourselves a few years ago i go to come up with a
00:37:45
yes and approach my some a few years ago lost the use of his hands so
00:37:49
he can't write t. can't pick things up anymore we find agree it organisation that manufactures press
00:37:55
that accounts for uh for the third world they're very simple but they're very effective
00:38:00
so my team and i took the yes and approach i'll be turned into an activity that organisations to other conferences and
00:38:06
that their team building days so they build a real clinical prosthetic hands these aren't toys these are teams are training
00:38:12
devices the teams get together and tell them and weeks later we
00:38:16
distribute them to the third world out we've distributed over
00:38:19
a thousand hands so far it's a really special thing that we're really passionate about uh thank you so much
00:38:27
it's uh
00:38:29
because for us it's e. s. r. with a real legacy with the real impact at this lady's thirty
00:38:34
two years of age she received her hand that morning this was the first time which is ever
00:38:38
eaten on it without the assistance of anyone else this little boy left riding a bicycle which is
00:38:43
really extraordinary um and uh this girl travel seven hundred and fifty kilometres to receive her hand
00:38:49
imagine how far seven hundred fifty kilometre is in your country and then
00:38:54
imagine how far is in india so we do this in uganda
00:38:57
cambodia this yes and approaches really change the way that we run our
00:39:01
business the fact is we live up to and done to
00:39:05
our own expectations of ourselves convince yourself that all this is how we
00:39:09
do things around here are this is how we do things
00:39:12
sometimes we let habit tradition experience get in the way when we
00:39:16
doing it were shrinking our results were shrinking there's all within
00:39:20
the space within which we and our people can perform our job as
00:39:23
a band and association professionals is to take this fear within which
00:39:27
we perform and make it bigger not smaller but often we are
00:39:31
accidentally making it smaller were shrinking or expectations were shrinking results
00:39:36
as a consequence were shrinking the impact of our events we did this
00:39:40
experiment nine times in a row the circle kept getting smaller
00:39:43
and smaller and every time the and stayed on the inside i
00:39:46
think and it died it was hilarious really fun only joking
00:39:50
only joking don't complain the and is fine so this yes and approach affects how we deal
00:39:57
with good news bad news it affects how you deal with success and failure it
00:40:01
affects how you deal with conflict right if you would like to have any of the
00:40:05
information from this talk any of my slides or anything from this presentation if you
00:40:09
send a quick email to uh the email address learn at the would need dot co dot
00:40:14
u. k. you will receive all the slides back you receive everything here so you
00:40:18
can share with your team i want you to share all of this information if you
00:40:21
can't you receive it automatically but i want you know imagine for a moment
00:40:26
look around this room there's thousands of people here all during their event and
00:40:30
associations across the world imagine of the all took one small thing
00:40:35
for my talk today and apply that to collect the impact of us
00:40:39
coming together a few years from now i would be huge
00:40:42
so i want to try one last experiment along that line i'm gonna get these two gentlemen here in the
00:40:47
third row with the and the gentleman in the red ties the night which is he was invisible
00:40:51
and the gentleman beside him if you could tap him to the both a round of applause they make the way to the front
00:41:00
hello sir
00:41:01
hi there sir what is your name daniel everybody say hi danielle
00:41:06
and your name sir is everybody say hi and brass
00:41:11
no we haven't met before set anything up or prepared anything hardly know i've got the wrong andreas is there another
00:41:18
andreas not just getting am i dunno i got a really easy job for you where you from in us
00:41:24
popular falwell we can't wait to see you next year um i want you to think
00:41:28
of a two digit number no daniel it's got to be between thirty and
00:41:32
ninety nine have you got one stay over there to overstate your part in this
00:41:36
kind of um so i between thirty and ninety nine have you got one
00:41:41
if you think i already knew with this number is when you've got to
00:41:45
change your mind because your number isn't a secret you'll she would to
00:41:48
me in a second but maybe you'll think that everyone thinks of the same number maybe all think that it's always the same one and
00:41:55
and you you know with the and that would be irritating i find able to guess that because here's what's gonna happen
00:41:59
tonight you're gonna get into bed your head's gonna hit the pillow when you're gonna think of me you will
00:42:05
and you're gonna wonder does everyone think of the same number or you're gonna think maybe t. that set up
00:42:09
the k. years ago just to get you right now and these are all my cousins done you know
00:42:15
and you're the only one legitimately here's not even going to houston next year that's all just a ruse
00:42:20
just to get you right now it is i do actually i do don't know one to i'm gonna have no ties you so i get booked so um
00:42:28
so don't know it's between thirty and ninety nine you're gonna write a really big unclear inside this box
00:42:33
in full twice so that it's on the inside alright so i'm gonna give you that and
00:42:37
make sure that i don't see it just yet remember panel it's not a secret you will show
00:42:41
to me shortly but not yet let me know when it's easy to turn around i know
00:42:46
excellent now i want you to get a little card when you checked are you happy that this isn't transparent
00:42:51
there's no way to see through also check and make sure that there is no transmitter inside the marker
00:42:57
if you think there is you're overstating the copenhagen denmark budget for this talk so so you're
00:43:03
gonna hang on to all of this which hand you prefer which handy right but
00:43:06
i'm gonna try and guess your number and the way we're gonna do this is you're gonna
00:43:10
kind from nineteen ninety onwards i'm gonna try and work out what your number is okay
00:43:15
you're gonna fiesta front in give nothing away andreas you're gonna stand here for me
00:43:19
face the back of the stage and you andreas are going to be
00:43:25
flip chart excellent so i'm gonna make a series of guesses as to what the number might be
00:43:30
and whenever you're ready dunno start counting from ninety nine downwards go
00:43:36
i'd light otherwise only i can hear
00:43:39
but in another room maybe sober maybe six but before before remembered one
00:43:44
hundred k. you do it in a hundred and up or
00:43:48
really reserve emergencies or before before her through it really warm summer as argument even visit
00:43:55
you putting just a little effort energy and feeling into it or where people well
00:43:59
so therefore so move through so many to sony ones
00:44:05
before to the bruises to remember if anyone has in some vinyl on the way out to
00:44:12
prepare the recording keep going to going to five before we could prove to be warm
00:44:19
three people remember you for the six forty four forty four forty three forty before the war
00:44:24
what do you remember your money that was pretty like river before group three before
00:44:29
the ones below what do you i don't mind you got you got people
00:44:32
right okay did you finish it very kind of everybody that's ever going oh well done
00:44:39
so daniel room for me i when i show you this i think i know what kind of
00:44:43
has done i think daniel has either misunderstood the rules and fall under thirty by accident
00:44:50
or his deliberately gone under thirty because he thinks that would be funny if i got it wrong
00:44:55
and if you had done that i can tell you as a mind reader from belfast i
00:44:58
predict twenty minutes from now you'll be fine in the trunk of my car uh
00:45:03
so i know that his number is here but i'm just not
00:45:06
sure which one it is so statistically his number is
00:45:09
more likely to be on the top row eleven fourteen fibre twenty six yes or no is it there now
00:45:15
okay slightly less likely to be on the second rule for twenty seven ten or fifteen is it there no
00:45:21
no need to to quite so much joy and that i know is that on the third row twenty get seven twelve or nine no
00:45:28
starting to irritate me danielle i'm thirty it's twenty nine or six is there no
00:45:35
if you jeff shut up clapping
00:45:39
uh do definitely understand the rules you know do what number did you did go under thirty did you let me see what number did you go for
00:45:46
fifty six did you always deal with a number under thirty
00:45:51
you did almost ideal uh_huh yeah thank you i
00:45:55
didn't get up let's ever down everybody well don't don't know thank you so much alone i know
00:46:00
for me i can say remember this full talk for me is about small changes and we
00:46:05
all left this event with just one change whether it's in all that apply to
00:46:08
hold up with just one contact with just one connection with just one thing that will
00:46:13
improve the way that we work the corrected impact of that can be huge
00:46:17
so we should try that seem theory here into the microphone your secret number was
00:46:21
for this week's okay for fun don't know add up the top rule forty one at a
00:46:25
time eleven plus fourteen a five was right there is the third was twenty six
00:46:30
yes the top row it was fifty six that's there for daniel everybody well done done
00:46:33
affected but that whole ah yeah is working at every level of the us
00:46:38
no change medium so let's trendy the second row done go wandering around for around forty six
00:46:43
one other time daniel four plus twenty seven equals thirty one
00:46:47
to one shot of run your let's run no
00:46:53
twenty at seven twelve and i'm able to five hundred twenty nine and
00:46:57
six all the roses you know everybody well done that enough
00:47:02
but that oh i might involve the top of the industrial grassroots so let's try to do the problem yeah i'm
00:47:09
eleven for twenty at thirteen fourteen twenty primary well the rolled all the call
00:47:16
the serial number let's hear what kind of it at all i
00:47:21
working all across the world so let's try this diagonally
00:47:25
sorry for your view of the front you didn't twenty six that seven and thirteen i i'm very lonely
00:47:33
i it is working on all four corners overall moon and back so
00:47:37
any four squares that touch these or it will thirty six these
00:47:40
portable sex these for equal thirty six these for equal sixty six thirty
00:47:44
her through europe over the someone cut is mike expressing off
00:47:49
your ability to deliver the associations that you care about moles goes to the heart of what
00:47:54
it is that makes your dedicated event professional that's why don't the for the middle
00:47:58
twenty seven ten seven and twelve and all four corners to eleven plus thirteen six and
00:48:03
twenty six all the corporate be sex let's hear argues that that uh i'm here
00:48:08
so what happened i really appreciated ah i like you so much excellent there
00:48:13
we go on one more time right right yes everybody well that andreas
00:48:21
so for me that is what this event is all about lots
00:48:25
of tiny changes and i wish we had more time to
00:48:28
deliver more content but if you have any questions please look me up onto it or linked in 'cause i'm done with
00:48:34
the kids i'm always happy to help associations and events are an industry that i am so passionate about i wanna close with
00:48:40
a couple of banks particularly to our friends in denmark copenhagen thank you so much for your translates here for them
00:48:50
uh i also want to thank everybody it it kinda chapter in the u. k. you
00:48:54
kindly happening at an event last year all the wars and team i'm beyond
00:48:58
and that in belfast you had me there to speak as well without them i wouldn't
00:49:01
be here so my huge thanks to them let's hear for them and finally
00:49:08
and finally i wouldn't have a talk with the people who participated in that i think
00:49:12
we've got enough power point in our lives the more interactive we can make
00:49:15
it the better so the people who took part i really appreciated i gonna be here at a later on today i've got a session i with our
00:49:21
friends that that copenhagen denmark uh for the next little while and then i'll see
00:49:25
order coffee break at some point later but for the time being thank you
Conference Program
Opening ceremony
Nov. 11, 2018 · 1:03 p.m.
439 views
ICCA General Assembly
Nov. 11, 2018 · 4:41 p.m.
294 views
Monday morning wake up call
Nov. 12, 2018 · 9:09 a.m.
281 views
President’s Choice Session and Inspirational Woman Awards
Nov. 12, 2018 · 12:03 p.m.
180 views
Best Marketing Award
Nov. 13, 2018 · 9:08 a.m.
426 views
The Copenhagen Denmark Lecture
David Meade, Broadcaster and Speaker, David Meade LTD
Nov. 14, 2018 · 9:11 a.m.
1614 views
Closing Session
Nov. 14, 2018 · 12:07 p.m.
163 views
Next Destination, ICCA 2019: Houston, Texas, USA
Nov. 14, 2018 · 12:56 p.m.
1545 views
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