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The Power of Informed People,[object Object],One entrepreneur’s journey through thought, emotion, and human irrationality,[object Object],@guido23,[object Object]
I am Bryan Guido Hassin, a green technology executive/entrepreneur,[object Object],Founded/led four startups,[object Object],Plug-and-play office energy savings,[object Object],Smart energy,[object Object],Social business card,[object Object],Mobile/wireless disaster response,[object Object],Educated at Rice (computer science) and IMD (business) ,[object Object]
I’ll share this presentation on human behavior as a story—my own entrepreneurial journey,[object Object]
I grew up inspired by the space industry,[object Object],March 23rd, Wernher von Braun’s birthday,[object Object],Houston, TX,[object Object],Rice Football,[object Object],Huntsville, AL,[object Object]
I grew up inspired by information technology,[object Object]
I grew up inspired by fights against long odds,[object Object],My father’s fight against cancer,[object Object],Football for nerd schools,[object Object],Epic myths, stories, films,[object Object]
I am a capitalist,[object Object],Capitalist entrepreneurship is an efficient driver of innovation,[object Object]
I believe energy represents the greatest challenge of our generation,[object Object],Supply:,[object Object],time is running out!,[object Object],Environment:,[object Object],time is running out!,[object Object]
My mission: build a business that uses information technology to address the energy challenge,[object Object],Inspired by the fight against long odds,[object Object],That fight is energy,[object Object],Business is the best vehicle to address it,[object Object],Information technology is a powerful tool to use in the fight,[object Object]
My journey took me across multiple continents,[object Object]
And guess what I learned,[object Object],11,[object Object]
Saving the world isn’t about technology—it’s about people!,[object Object]
People are not rational, logical robots,[object Object],Rational,[object Object],Irrational,[object Object],Sunk the Titanic,[object Object]
Information and technology can nudge people into the right behavior,[object Object],iT,[object Object],It,[object Object],[object Object]
Disregard for human element
Right information
At the right time
Presented the right wayUsing information to create value efficiently; Marchand, Hykes; 2009,[object Object]
Six golden rules dictate human response to information,[object Object],15,[object Object],Measure, measure, measure,[object Object],Immediate feedback,[object Object],Create competition,[object Object],Address risk,[object Object],Create prudent default options,[object Object],Provide emotional support,[object Object]
Human Behavior 1: what gets measured gets done,[object Object],Inverse: you can’t manage what you don’t measure,[object Object],34.5 MPG,[object Object],16% fuel economy increase,[object Object],A prototype fuel efficiency support tool; Mascha van derVoort, Mark S. Dougherty, Martin van Maarseveen; 2001,[object Object]
Human Behavior 2: feedback must be instantaneous and show a causal relationship between action and results,[object Object]
Human Behavior 3: competition multiplies behavioral effects,[object Object],Poken Points: public status to reward activity,[object Object],Clear, instantaneous feedback,[object Object],Result: motivated fans going beyond for points,[object Object]
Human Behavior 4: fear of loss > excitement for gain ,[object Object],Fear of loss motivates people to buy high, sell low,[object Object]
Human Behavior 5: people prefer the path of least resistance,[object Object],20,[object Object],Default Option,[object Object],Nudge; Thaler, Sunstein; 2009,[object Object]
Human Behavior 6: nothing facilitates change like emotional support,[object Object]
Human behavior is at the root of the energy solution and information technology can capitalize on it,[object Object],22,[object Object],Measurement,[object Object],Immediate feedback,[object Object],Create competition,[object Object],Address risk,[object Object],Create prudent default options,[object Object],Provide emotional support,[object Object],Case study: using information-adaptive human behavior to eliminate energy waste,[object Object]
US businesses alone spend $9B/year on energy for office equipment,[object Object],23,[object Object],Office equipment energy: $9B, 20m tons CO2/year,[object Object],$1B for equipment in standby,[object Object],Energy prices forecasted to increase,[object Object],Offices use 3x energy per capita as do homes,[object Object],Source:  Energy Information Administration / Annual Energy Review 2007,[object Object]
Smart OES eliminates energy waste by providing people with the right info at the right time the right way,[object Object],24,[object Object],60% Energy Reduction!,[object Object],Measurement,[object Object],Immediate feedback,[object Object],Create competition,[object Object],Address risk,[object Object],Create prudent default options,[object Object],Provide emotional support,[object Object]
How can any of this benefit the space industry?,[object Object],25,[object Object]
Lessons: fight the long odds—it’s what makes us human,[object Object],“Never tell me the odds”,[object Object],– Han Solo,[object Object],“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”,[object Object],– JFK ,[object Object]

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