aas imagine '09: the power of informed people by brian guido hassin
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The Power of Informed People
One entrepreneur’s journey through thought, emotion, and human irrationality
@guido23
AAS Imagine 09
I am Bryan Guido Hassin, a green technology executive/entrepreneur
Founded/led four startups– Plug-and-play office energy savings
– Smart energy
– Social business card
– Mobile/wireless disaster response
Educated at Rice (computer science) and IMD (business)
AAS Imagine 09
I’ll share this presentation on human behavior as a story—my own entrepreneurial journey
Context Content
• Theory• Applications
Lessons
AAS Imagine 09
Birth Age1 Age10 Age18 Age22
I grew up inspired by the space industry
March 23rd, Wernher von Braun’s birthday
Huntsville, AL Rice Football
Houston, TX
AAS Imagine 09
I grew up inspired by information technology
AAS Imagine 09
I grew up inspired by fights against long odds
My father’s fight against cancer
Football for nerd schools
Epic myths, stories, films
AAS Imagine 09
I am a capitalist
Capitalist entrepreneurship is an efficient driver of innovation
AAS Imagine 09
I believe energy represents the greatest challenge of our generation
Supply:time is running out!
Environment:time is running out!
AAS Imagine 09
My mission: build a business that uses information technology to address the energy challenge
Inspired by the fight against long odds That fight is energy Business is the best vehicle to address it Information technology is a powerful tool to use in the
fight
AAS Imagine 09
My journey took me across multiple continents
AAS Imagine 09
And guess what I learned
11
Context
Content
•Theory•Applications
Lesson
s
AAS Imagine 09
Saving the world isn’t about technology—it’s about people!
AAS Imagine 09
People are not rational, logical robots
Four-photo Montage: Ralph Clevenger: www.brooks.edu
Rational
Irrational Sunk the Titanic
AAS Imagine 09
Information and technology can nudge people into the right behavior
iT It
Focus on technology Disregard for human
element
Right information At the right time Presented the right way
Using information to create value efficiently; Marchand, Hykes; 2009
AAS Imagine 09
Six golden rules dictate human response to information
15
1. Measure, measure, measure
2. Immediate feedback
3. Create competition
4. Address risk
5. Create prudent default options
6. Provide emotional support
AAS Imagine 09
Human Behavior 1: what gets measured gets done
16% fuel economy increase
34.5 MPG
Inverse: you can’t manage what you don’t measure
A prototype fuel efficiency support tool; Mascha van der Voort, Mark S. Dougherty, Martin van Maarseveen; 2001
AAS Imagine 09
Human Behavior 2: feedback must be instantaneous and show a causal relationship between action and results
AAS Imagine 09
Human Behavior 3: competition multiplies behavioral effects
Poken Points: public status to reward activity
Clear, instantaneous feedback
Result: motivated fans going beyond for points
AAS Imagine 09
Human Behavior 4: fear of loss > excitement for gain
Fear of loss motivates people to buy high, sell low
AAS Imagine 09
Human Behavior 5: people prefer the path of least resistance
20
Default Option
Nudge; Thaler, Sunstein; 2009
AAS Imagine 09
Human Behavior 6: nothing facilitates change like emotional support
AAS Imagine 09
Human behavior is at the root of the energy solution and information technology can capitalize on it
22
Case study: using information-adaptive human behavior to
eliminate energy waste
1. Measurement
2. Immediate feedback
3. Create competition
4. Address risk
5. Create prudent default options
6. Provide emotional support
AAS Imagine 09
US businesses alone spend $9B/year on energy for office equipment
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Office equipment energy: $9B, 20m tons CO2/year
$1B for equipment in standby
Energy prices forecasted to increase
Offices use 3x energy per capita as do homes
Source: Energy Information Administration / Annual Energy Review 2007
AAS Imagine 09
Enistic eliminates energy waste by providing people with the right info at the right time the right way
1. Measurement
2. Immediate feedback
3. Create competition
4. Address risk
5. Create prudent default options
6. Provide emotional support
24
30% Energy Reduction!
AAS Imagine 09
How can any of this benefit the space industry?
25
Context
Content
•Theory•Applications
Lesson
s
AAS Imagine 09
Lessons: fight the long odds—it’s what makes us human
“Never tell me the odds”
– Han Solo
“We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will
serve to organize and measure the best of our energies and
skills”
– JFK
AAS Imagine 09
Lessons: life is too short not to do something you’re passionate about
AAS Imagine 09
Lessons: seek support in your secure bases
Human Behavior 4: fear of loss
Secure bases will love you even if you fail
Secure bases give you confidence to take risks
Identify and lean on your secure bases
28Hostage at the Table; Kohlrieser; 2006
AAS Imagine 09
Lessons: empower your feelings
“Let go of your conscious self and act on instinct . . . Stretch out with your feelings”
-- Obi-Wan Kenobi
Star Wars Episode IV: A New Hope
The Power of Informed People
One entrepreneur’s journey through thought, emotion, and human irrationality
@guido23
AAS Imagine 09
Organizations exhibit collective psychologies that adhere to these same rules
31
Mother
Son
Management
Staff
USA
Iran
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