Global cleantech entrepreneur Bryan Guido Hassin\’s journey to discover how small bits of information, provided at the right time in the right way to the right people, can profoundly affect the behavior of an entire population. This was originally presented at the American Astronautical Society\’s imagine09 conference in Houston 2009-12-04.

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

15. Disregard for human element

16. Right information

17. At the right time

18. Presented the right wayUsing 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 Measurement Immediate feedback Create competition Address risk Create prudent default options Provide emotional support Case study: using information-adaptive human behavior to eliminate energy waste

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. Smart OES eliminates energy waste by providing people with the right info at the right time the right way 24 60% 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