AAS Imagine '09: The Power of Informed People by Brian Guido Hassin
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AAS Imagine '09: The Power of Informed People by Brian Guido Hassin

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AAS Imagine '09: The Power of Informed People by Brian Guido Hassin Presentation Transcript

  • 1. The Power of Informed People
    One entrepreneur’s journey through thought, emotion, and human irrationality
    @guido23
  • 2. 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)
  • 3. I’ll share this presentation on human behavior as a story—my own entrepreneurial journey
  • 4. I grew up inspired by the space industry
    March 23rd, Wernher von Braun’s birthday
    Houston, TX
    Rice Football
    Huntsville, AL
  • 5. I grew up inspired by information technology
  • 6. I grew up inspired by fights against long odds
    My father’s fight against cancer
    Football for nerd schools
    Epic myths, stories, films
  • 7. I am a capitalist
    Capitalist entrepreneurship is an efficient driver of innovation
  • 8. I believe energy represents the greatest challenge of our generation
    Supply:
    time is running out!
    Environment:
    time is running out!
  • 9. 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
  • 10. My journey took me across multiple continents
  • 11. And guess what I learned
    11
  • 12. Saving the world isn’t about technology—it’s about people!
  • 13. People are not rational, logical robots
    Rational
    Irrational
    Sunk the Titanic
  • 14. Information and technology can nudge people into the right behavior
    iT
    It
    • Focus on technology
    • 15. Disregard for human element
    • 16. Right information
    • 17. At the right time
    • 18. Presented the right way
    Using information to create value efficiently; Marchand, Hykes; 2009
  • 19. Six golden rules dictate human response to information
    15
    Measure, measure, measure
    Immediate feedback
    Create competition
    Address risk
    Create prudent default options
    Provide emotional support
  • 20. Human Behavior 1: what gets measured gets done
    Inverse: you can’t manage what you don’t measure
    34.5 MPG
    16% fuel economy increase
    A prototype fuel efficiency support tool; Mascha van derVoort, Mark S. Dougherty, Martin van Maarseveen; 2001
  • 21. Human Behavior 2: feedback must be instantaneous and show a causal relationship between action and results
  • 22. Human Behavior 3: competition multiplies behavioral effects
    Poken Points: public status to reward activity
    Clear, instantaneous feedback
    Result: motivated fans going beyond for points
  • 23. Human Behavior 4: fear of loss > excitement for gain
    Fear of loss motivates people to buy high, sell low
  • 24. Human Behavior 5: people prefer the path of least resistance
    20
    Default Option
    Nudge; Thaler, Sunstein; 2009
  • 25. Human Behavior 6: nothing facilitates change like emotional support
  • 26. 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
    Measurement
    Immediate feedback
    Create competition
    Address risk
    Create prudent default options
    Provide emotional support
  • 27. US businesses alone spend $9B/year on energy for office equipment
    23
    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
  • 28. Enistic eliminates energy waste by providing people with the right info at the right time the right way
    24
    30% Energy Reduction!
    Measurement
    Immediate feedback
    Create competition
    Address risk
    Create prudent default options
    Provide emotional support
  • 29. How can any of this benefit the space industry?
    25
  • 30. 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
  • 31. Lessons: life is too short not to do something you’re passionate about
  • 32. 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
    28
    Hostage at the Table; Kohlrieser; 2006
  • 33. 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
  • 34. The Power of Informed People
    One entrepreneur’s journey through thought, emotion, and human irrationality
    @guido23
  • 35. Organizations exhibit collective psychologies that adhere to these same rules
    31
    Mother
    Management
    USA
    Son
    Staff
    Iran