Hi everybody. I'm Mark Eichhorn. I'm with the Federal Trade Commission. I wanted to speak to you with my colleague Aaron Alva today about our IoT Home Inspector Challenge. We actually have the winner of the challenge on the phone who's going to chime in later about his project. But before we dig in I just wanted to let you know I'm in the Bureau of Consumer Protection at the Federal Trade Commission and I work in a division that does privacy and data security work. I'm Aaron Alva. I'm a technologist at the FTC. I'm in our relatively new security and our new research group OTECH. So we do security and privacy research, a whole host of research, anything from network traffic analysis of smart TVs to ransomware and so forth. And so here we also need to give our general disclaimer. We both work for the FTC but the views are here our own and not necessarily those of the commission or anyone commissioner. But we want to talk to you about what the FTC has done when it comes to IoT security over the last year and a half or so as well as the challenge that we announced this week. Okay. So just to worry about the FTC, our big boss was here actually. She was at DEF CON and she was here. We have two commissioners who are sort of in charge of our agency at the moment and one of them was here. And so what we do is in my division and with support from our friends in OTECH, we do privacy and data security work. So this challenge was related to sort of updating IoT devices. So just to give you some background about what led us to do this challenge, we had done some workshops, there's sort of like conferences essentially on issues relating to like mobile security. So the question of well, you know, how often our device is updated if the device manufacturer releases an update, how and when does that actually get to consumers? We also held a workshop on the Internet of Things and part of that was learning that, yeah, consumers don't actually do that great a job of like finding and downloading patches or updates often because they don't know that they're out there. And we recently did last month a workshop on connected cars, privacy and security concerns. So we also do enforcement work, so case enforcement. So in that context we had a case called ASIS involving ASIS routers. We resolved it through a consent agreement with the company. But we, in the course of that we alleged several things. And one was that the company actually had received, security researchers had reached out to the company over time to alert them to vulnerabilities. And they just didn't have a good process for handling and processing those. So they didn't necessarily sort of act on certain tips that they got from researchers. They also, when they did fix things, at one point they'd fixed the problem and released a patch. But it was eight months before they actually sort of let people know like if a consumer had registered with them. It was eight months before they let them know, hey, a patch is available. And then finally they had a tool that would allow you to find out whether there was an update available to the firmware. And that tool didn't work. So it didn't, sometimes there was a patch available but the tool would tell you that there wasn't. So among the relief in that case, that we required them to provide notice to users if there's a vulnerability patch available or an upgrade available. A couple of other cases that we brought, both again consent agreements. But one was the HTC matter involving basically some software that HTC had put on top of the Android smartphone system. And they introduced some vulnerabilities in doing that. So as part of our relief in that order, we required them to release patches for about a couple million HTC smartphones. And then finally in the Oracle matter, Oracle was releasing updated software to address vulnerabilities but then they weren't necessarily replacing the outdated software. So sometimes the newer updated software would just be installed alongside the old still vulnerable software. So those were a few of the things that sort of led us to think about a challenge related to consumer updates. And we sort of realized obviously companies don't always update the software when maybe they should but particularly when they do release updates we wanted to make sure consumers had an easier way to sort of find out about those updates and download them. Erin? So the HTC has authority under what's called the America competes act and we could bring challenges that help come up with some sort of technical solution out there that consumers can use. In the past, the HTC has done challenges at DEF CON related to robo calls. We had NOMO robo and Zapping Rachel here, DEF CON's 22 and 23 and we're interested in challenges such as the home inspector challenge that really answer these questions that are difficult questions to do with from a policy standpoint sometimes but actually scream out for a technical solution. So in particular with the IoT security challenge the scope of this challenge was around being able to equip consumers with understanding what devices are on their network and whether those devices were up to date and potentially what common vulnerabilities were in those devices and then have some way to help facilitate updates to those devices on the network. So a lot of what happens when it comes to a consumer and consumers understanding of IoT security is we want to be able to equip these consumers with better understanding the potential attack surfaces on their home networks and ways that they can actually help facilitate updates so that updates actually happen to devices and one of the discussions that we had here in terms of the scoping of this particular challenge was around facilitating updates. There was a recognition that and the HTC has said through other processes including NTIA comments around IoT upgrades and patching that automatic updates would be the preferable way to go but for the devices that don't have automatic updates how are there ways that we can still help protect consumers and facilitate updates and so this particular challenge ran through the from January through May this year and we the acting chairman of the HTC announced the winner this week. The criteria around the challenge was we asked people to submit a abstract video as well as a detailed paper that would talk about what they had built and what they had built had gone around certain criteria that was crafted to help address and kind of tease out the things that the challenge was trying to accomplish. This criteria was in three large parts the biggest part was how well does your submission work and the idea around that was how do we kind of address the technical feasibility of device identification on a home network so can you automatically recognize devices or provide instructions for input to help facilitate that too if needed. Can you actually profile the devices to determine the software level that is currently on the device so you could imagine in some context this would be easy maybe it's broadcast maybe it's made known in some way and in other cases with devices maybe particularly devices that are potentially older it may actually be technically more difficult to identify at what level what level what software level or firm level is on the device at a particular point and so being able to do this in an automated fashion is one of the things that we wanted to help facilitate so that consumers without having to do anything technical could actually see this information in their homes and have a better sense of all the devices that were on their network and what they were and crucially whether they were up to date. Another part was of the overall criteria around how well does the submission work was around assisting and facilitating updates and that's something that you'll see addressed as our winner will kind of briefly talk about his approach and something that we are continue to be interested in. There was also a wild card approach which the honorable mention made use of to kind of take a step out of the criteria and show us kind of a blue sky approach. So that's that was the first criteria how well does it work what are the technical feasibilities that we need to help facilitate consumers better knowing what's in their network and whether those devices were up to date. The second part was around how user friendly your tool is. So when we talk about the reasonable consumer and we talk about consumers we talk about our friends and family members that are not in IT that may not know what even what antivirus does or may not know you know the difference between you know WPA2 or any other sort of encryption on Wi-Fi. We want to talk about the consumers that can use this in an easy user friendly way and can understand information that's being provided to them through this particular tool. So things like how easy is this tool to use for the average consumer without technical expertise. How easy is it to set up. We don't want a substantial effort in setting this up. We want this something that anyone can roll out on their home networks. And then also you know does it display or convey information about the devices it assessed and does it accurately communicate in a way that's understandable to the users. Does it allow consumers also to control aspects of information in case there needs to be analysis done off the particular device or solution that is being submitted. So if you need to hit back your servers or cloud or however you want to call it do you give that type of control to the users for that particular information. So that was the second criteria. So how user friendly your tool is to the reasonable person. So the reasonable consumer. The third was how scalable your tool is. The key criteria was explaining how the tool could be used for products other than those specifically addressed in the challenge itself. So is your tool extendable into other areas or can it be extended in other ways. There were also other and then there was also an optional aspect of the criteria that dealt with vulnerabilities. The main focus of the of the challenge was around facilitating updates where the manufacturer had an update available. But we also wanted to address as part of the criteria other ways that that would help consumers guard against broader security vulnerabilities. And so that was provided as points that you could get as part of your criteria. So that was kind of the overall criteria. How well does it work. Does it profile device and understand the level that it's at. Facilitate updates. Usability friend user friendliness for the for the common user the non-IT user. The consumers that are out there that have never heard of DEF CON have don't know anything about security. And how scalable your tool is. So we addressed those in we had a panel of five independent judges that were outside the FTC that came together and evaluated all of the submissions that came in and led to our winner. So before we talked to our winner who is on the phone with us there was also an honorable mention that was announced. And I wanted to just briefly talk about the honorable mention because the honorable mention made use of what we call the wild card option. And that was essentially kind of a blue sky approach for a technical solution that would help consumers in this area. And it was the team pink PINC persistent internal network containment. Their honorable mention made use of sandboxing so that each device would have its own configuration baseline and reporting so that you isolated each device on the network in a very user friendly way. And that consumers would understand how to do. So it would limit the attack surface. And if a device was compromised it would limit the risk of the rest of your home network being potentially vulnerable. So that was the honorable mention. And then do you want to address the winner? Yeah, let's get him on the phone. Steve is muted right now. Let's get him on. This is Steve Castle who's the winner of our 25,000 dollar top prize. And Steve, are you on? Yes, I am. All right. Do you want to talk a little bit about your your winning idea? Yeah, absolutely. So what I did was the wash log mobile application. What it does is it takes a holistic look at your network. And what it does asks you to log into it. It clearly states that the location credentials are going to be sent anywhere out. And does that a background web view? And what does that week station for the application, the steps of the agent. We take steps. Steve, we can't quite hear you. Sorry about that. So I will try my best to summarize what your tool has done as much as I can understand it right now. So Steve Castle was our winner. And he came up with an app called the IoT watchdog that enables simple secure management of IoT devices on the home network. And through his app, it facilitates kind of what we talked about in the criteria, which is an app that has the devices that have been identified on the network and the type of device it is. And for devices that can't be identified, there's actually a user flow that can go by quite easily that starts at kind of company name and walks the consumer through identifying which device it is in particular so that you have a better inventory or the consumer has a better inventory of devices on the network. And it helps then scan the local network for things such as default or weak passwords. And users can use an app to know about the device's inventory and their known implementations and configurations. And also has a sent a part that helps facilitate updates and notify the consumers and give them a really user friendly way to describe what's on the network and what might need to be done to help facilitate updates. Right. So what excited us about this was again, we're looking for some way, you know, where a company is released an update, you know, like Mirai obviously happened at the time that we were planning this workshop. But to the extent that these IoT devices might be out there for a long time, it's great if companies release the updates, but then consumers, if they don't know where they are, how to get to them, whether there's been an update for their device, you know, that's not a great situation for our overall security. So Steve's IoT watchdog sort of helps surface the availability of updates for the consumer and helps find, you know, which devices they have and helps alert the consumer that there's the vulnerability update available. Yep. So in summary, we're right up against our time. So in summary, we wanted this challenge to help equip a consumer's non-IT consumers that know nothing about security or anything technical to help have them understand what is on their network and for devices that don't do automatic updates, help facilitate those updates in a way that is easy for the consumer and helps get those devices up to the level at which is updated based on the manufacturer and then also takes a step further in going and addressing vulnerabilities and common design flaws. So we're around here at Def Con if you want to talk to us or have other questions about the FTC, but thank you so much for your time. Thank you. Yeah, so the question was, like, wouldn't the product just fail if it wasn't easy to use? And I think that was, you know, if we're giving away a pot of money like $25,000, we want to make sure that it is easy to use. So we made that part of our criteria. Yeah. So for the challenge where we've crafted the criteria, we wanted a component that was easy to use to emphasize and try to really make sure that whatever comes out of this challenge does get adopted. I think your question is separate, like, out in the marketplace, is FTC going to require ease of use? And if the market doesn't, if a product's not easy to use, it's just going to fail? That's an area where I don't, you know, there's no, I don't know personally of any requirements along those lines. No, we're a law enforcement agency in general and we leave the legislation for the most part to Congress. Yes. Yeah, question. Yeah, let's say we have authority to do reports under our statute and that that report is underway. I think that the deadline is this fall sometime for announcing that. Appreciate it. And the report just so everyone here is around. FTC has an authority called 6B that says we can go and ask different companies to provide us information for the basis of overall report of what is happening around a particular area and that report that we've asked for is around mobile updates and mobile security and and as part of that, we asked a number of, was it OEMs? OEMs in conjunction with FTC or with the FCC about what they do for mobile security updates and what their process is and so forth so that we can help understand what's going on in that marketplace. I believe there is an automatic component to it and there's also a way to add individual devices to it. It's my understanding. I believe so. I believe so. But Steve is on the phone but I can also follow up with you or point you to the winner too. Well, thank you, everyone.


Welcome to Legacy Week, a week where we will be revisiting six of Yu-Gi-Oh's oldest and most iconic sets. Each day I will open a 24-pack booster box made up of 25th anniversary packs starting with Invasion of Chaos and continuing in reverse chronological order. Each day we will total the number of foils pulled and the total value. Which set has what it takes to earn the title of Legacy Week Champion? Let's find out together. Welcome back to Legacy Week Episode 4. I hope you guys have enjoyed the first three episodes. They have been insane, especially that last one. Go check it out if you've missed it. Don't forget to watch this video because today we have, not magic ruler unfortunately, we have Spell Ruler 24-pack box. And guess what? Farrow Servant was crazy last time. I'm expecting this to do just as well. And guess what guys? These old boxes don't actually fit 24 of the new reprint packs. You saw this yesterday because the new packs are way thicker for some reason. I don't know why. I guess the cardboard is a little bit thicker on the cards. I would have expected it to be the other way around. But apparently the newer cards are actually thicker. So today we'll be opening a booster box of Spell Ruler to, you know, get hyped up for Legacy Week. Also, there will be these Spell Ruler booster boxes available for everyone in July. So if you want to pre-order some of those, check out the sponsor of Legacy Week and the 200k special, Sassiato. Link down below. You can use my 5% discount code to get your stuff pre-ordered. It's coming out in July. So it's a couple months away, but it's going to be really fun. I'll be live streaming stuff like that as well. But this is kind of a preview of what you'll see there. We're also celebrating the 200k special, which is also sponsored by Sassiato. There's going to be a mystery opening upcoming. I haven't announced it yet, but it's going to be insane. 200k special video, and of course the 200k stream all the way to 200k subscribers. There's going to be a lot of celebrations coming up, and this is just part of it. So let's go ahead and start off with the Spell Ruler opening. Out of this set, I would like to see BlueEyes Tune Dragon relinquished. I like to see Tune Summon Skull, Tune Mermaid, stuff like that. Delinquent Duo would be awesome as well. There's a lot of really good cards in here. We've had some good ones so far in Legacy Week, and we've tallied up the total fours. I think last time we pulled like six foils. Pulled five Invasion Chaos, nine in Dark Crisis, but Hero Server was probably the best in terms of value with those double Gensouples. It was crazy. Turtle Loaf, let's see if Magic Ruler can be just as good. Green Bird, it's going to be tough, because that was really awesome. We have Sinju at the 10,000, or 1,000 and it's not 10, and Magical Admin. Spell Ruler, I believe that you can show out because this is the only set that has changed the name from these three. I mean, we've had six different old school sets. They changed the name of the set for one of these because, you know, a little conflict with Magic the Gathering. We have Hungry Burger, very nice. Peacock, we have a Labyrinth Wall. Dark Witch, Sinju at the 10,000, same card and I said the same thing wrong. 1,000 hands. I do like, oh, there's the little brother. I do like the 10,000 hands, but you know what, guys? Sinju is also a great card. Okay? What's all with all this Mind You Love? Just Sinju is cool too. Okay? Just because he has less hands, that's why you don't like him.  Do you really like people based on the number of hands they have? That's just weird, man. Okay? One, two, three. Let's go. We have Magical Labyrinth. Let's see if we can get our first foil. We have Plasma Zone or Ophir 2. We got a Kappa Curse, a Fiend. Hungry Burger, number two already. We have the Queen Bird, Stone Ogre Grotto, Giant Rat holding a Skull, very scary, and a Jigen Bakunin, a Blow-Up Bomb. You got to be careful. Starting off Ophir, this is kind of what happened in the Pharaoh's Servant video actually. We started a little bit slowly, but guess what happened after that? You guys have seen it. If you guys haven't seen the first three videos, there will be a playlist linked for the other videos. I will also be linking another playlist, which is our 2020 opening. I mentioned it a few times, but I figure you guys might as well go back and check it out. It was good times back in the day. You know, it was early on in the channel. You know, our first year of real success on YouTube. So we were, you know, doing some things, trying some different stuff. And Legacy Week was a really fun one. And I completely forgot that we ever did it until recently, just like a couple of days ago. I was like, that would be fun to do for the 200k. So that's what we're doing. And again, we have Crab Turtle, Tio, number two, Rai-Yu-Ram, we got Umi Ruka, Snake Fang, Hiyo Zadru, will it be our first foil? Black Illusion Ritual. Let's get the combo and get their Linguist Ultra as well. First foil pulled and the metal fish, a metal fish with a razor sharp codle fin. Very nice. All right. Next up, Spell Ruler. I mean, who would have thought it's all Spell Ruler? Pretty insane, right? Will we pull something crazy? One, two, three. We're going to be opening a lot of booster boxes of this soon, which is going to be really fun. A couple months away. Make sure to pre-order yours from a sp- I tried to say Sponsor and Sassy Otto at the same time. The Spassy Otto. Ooh, the Spassy-Onser. I don't know. Rudd Specklesley. And we have Banisher of the Light, pointy finger guy. Two foils, not bad, but neither of them are that crazy. But hey, foils are foils. We'll take them. They're awesome. Spell Ruler, give us something amazing. We have a House of Adhesive Tape. Minar. It's Gaboon. Poor rat. Poor, poor rat. Did it have a skull in his hand there? Don't think so. Turtle Earth. Eternal Rest. Darth Maul. Twin Long Rods. Dumerodos. Cyber Jar. And a magical Labyrinth. Cyber Jar is a pretty nice one, but it's not a foil. I feel like that could have been a foil. Easily probably like an Ultra. I mean, it's a great card.  One, two, three. Maybe one day they will re- I mean, I think they already have. They've got an ultimate rare. We've got Tio number two. We've got Darkness Approaches. Raiuran, the egg guy. Very mysterious. He's got his little claws poking out right there. Umiruka. Snake Fangs. Okay. Just Fang, though. It's just one of the two. So this, the card is this one. Or is it this one? Or is it this one? Or is it? Okay. Daryl the Fickle. We have a Giant Rat with his skull and Mechanical Snail. Maybe he's holding a mechanical snail right there. You guys think? No, that's definitely a skull. Spell Ruler. Come on. Bless us with something good. So far, it's been pretty iffy for Spell Ruler. I mean, we're coming off an amazing pharaoh servant opening. So what do you expect? But okay, I expect a lot. I'm not going to lie. Crab Turtle. We have Slot Machine. Where's the little brother? They're not next to each other in these reprint packs. So sad. Ceremonial Bell. We got Cursfiend. Final Destiny. We've got Whippetail Crow. In the God Car Dex and a Molten Destruction. All right. Really, really wait for something here. Blue Eyes Toon Dragon. Serpent Knight Dragon. Relinquished. Toons. Anybody? Anybody around here? We got Jiggin' Vakaden. We got a Toll. Hey, hand it over. If you want good pulls, you got to hand it over. That's what he's asking for. Fairy's Hand Mirror. The Fire. Crackin'. Performance of Sword. Pretty scary. We got Stone Ogre Grotto. Reliable Guardian. Horror of the Unicle. Oh, and a Deliquid Duo. Last pack or last card of the pack, which sometimes makes it like sneak up on you. You're like, oh, it's a foil. Ultra Rare Delinquid Duo. One of the best ultras in the set. So that is going to really add to the value and see who can win Legacy Week. This is a boost us up a little bit. All right. Spell Ruler. Let's go. Delinquid Duo is a big pull. Big, big pull. Let's see if we can get a big Secret Rare. Mechanical Snail. We have Gaia Power. Fairy's Hand Mirror. Umiruka. Ceremonial Bell. Twin Long Rods. Numero Dos. The Horn of the Unicorn. This is what we got last time. And last time we got a foil. Let's see if that continues. Blue Eyes Tune Dragon. Legacy Week comes through again. Secret Rare. Oh my goodness. This is insane. Did we have a Secret Rare in? We've pulled a Secret Rare in every video so far. This is pretty nice. I bought this Jaxus for Metal Riders. That will be, but knock on wood wherever you are right now. All right. That wasn't even halfway. So we've gotten a couple of good pulls in a row. We're up to four foils, so we're on pace. Man, we could compete with Dark Crisis in terms of number of foils at this point. All right. Guardian of the Throne Room. Nice. Okay. So it looks like the horn. It gives us good luck. Koto Dama. We have Turtle Oath. Stono Grigrata. The Reliable Guardian. Karate, man. We got Messenger of Peace. I didn't even realize that was a Rare in front of that. Another foil. So we have five foils in the first 12 packs. What a great start. Five foils. We're on pace for 10, which would be the highest number of foils so far. And with the Blue Eyes Tune, we're probably at decent value as well. Magical Labyrinth. You guys have seen already where we're placing at. Number two, we got Slot Machine. No Little Brother. We got Umaruka. Spear Cream. A very annoying card as we're dueling. We've got Whittale Crow. The Giant Rat. And will there be a foil house of adhesive tape? And not only that, he has eyeballs, which is creepy. All right. A lot of packs to go. Spell Ruler. Fourth episode of Legacy Week. Hope you guys have been enjoying it. It has been really fun to record these, especially when you get crazy bulls. Weather Report. Weather Report. Anybody going to give us that? Electric Snake. We got the Peacock. Very, very, I mean, wow. Creative. Talking about creative here. What does the Flavor Tech say? A large peacock. Never would have guessed. That launches its feathers and it's a lethal attack. Okay. It's in a lethal attack. Cool. Turtle Bird. Turtle Bird. Turtle Loaf. Queen Bird. We got recipe. We got Horn of the Unicorn. This has been a good sign before. Here we go. Aw, not that time. So we finally missed on a Horn of the Unicorn pack, but still, not bad. Many, many packs to go. Spell Ruler. What will we pull? One, two, three. We have Griggle. Gaia Power. Crab Turtle. Octobercer. Grave Keeper Servant. We got Darth Maul. The Weeding Orders. Twin Long Rods. Senju. And Mechanical Snail. Still many packs to go. Will we pull the Epicness? The Awesomeness. One, two, three. Come on. We have Toll. Slot Machine. Chain Energy. Dark Zebra. Ceremonial Bell. We got Boar Soldier. Spear Cretan. Amoeba. And will we pull another foil? That's another jig in Bacabam. He likes hanging out in that last slot. Okay, guys. We have officially pulled, you know, nothing in the second half. First half was great. One, two, three. Second half. Turn it around. House of Decent Eyeballs. Tion Numero Dos. Flash. A salient. Watch out. He's flashing. Okay, maybe not. We have Giant Turtle. We have Hungry Burger. That's a playset. Snake Fang. We got Twin Long Rods, Numero Dos. A little Giant Germ. And a Guardian of the Throne Room. The Little Brother. The Little Brother ran away, so he's no longer next to his big brother. He has run away to different parts of the boxing pack. No foils so far in the second half of the box. Come on. Let's turn it around here. Rising Air Current. Let's rise to the occasion and pull a foil. Red Archery Girl. Electric Snake. We have Hungry Burger again. Arai Ran. Commencement Dance. Spear Cretan. Nimble Mamonga. And a Metal Fish. A Metal Fish with Razor Shard. Piccadolfin. Very nice. And speaking of very nice, he'll be really nice. A foil. That would be really, really nice. Let's try that. Foil time, baby. One, two, three, four. No, not four. What am I doing? Three from the back. All right, Sonic. I got a little carried away there. We got Chain Energy. Flash of Salen. Watch out. He's not going to flash. He's going to sail. We have Penguin Knight. We have Final Destiny. Whiptail Crow. The Giant of Germ. We have Upstart Goblin. Wow. We are on a little bit of a cold streak here. This had potential to be one of our best openings. Now it's kind of going toward the middle with how long it's been since we pulled a foil. One, two, three. Come on. Blue Eyes Tune. Here we go. We got Toll. We got Koto Dama. We got Gaia Power. Grave Keeper Servant. The Dark. Zebra. Bore. Soldier. Spear Cretan. Man, send your other 10,000 hands. I keep saying 10,000 and we've got... Oh! 10,000 has blessed us with the Blue Eyes Tune number two. You can't make this up. Back-to-back legacy videos with the same secret rare twice. And not only that, it's the better one in both occasions. Okay. All right. Okay. Double Blue Eyes Tune. I even mentioned in the last video, oh, a double Blue Eyes Tune would probably compete with this Genzo. Crazy. Insane. It's... Haters will say it's rigged. I mean, what can I do? We got a slot machine. We got the Plaza Zone. That was insane. I can't believe that. Curse Fiend. Bore Soldier. Commencement Dance. We have Nimble Demonga and Liquid Beast. We're down to the last three packs of the video. It's been crazy. I mean, Legacy Week has been awesome. Our pulls have been really good. I think we're up to six foils in this one. We've got two secret rares. Very similar to the Pharaoh Servant opening, actually. Magical Labyrinth. We've got the Crab Turtle. Tyhone Numero Dose. Rumiuruko with the Dolphin. We got the... Notice how the Dolphin's like... Is the Dolphin covering the Sun or is it just like highlighted? I always thought this was the Sun back there, but I feel like they just highlighted the Dolphin. He's like, oh, look, a Dolphin. Cool. We have Taylor the Fickle. Stone Ogre Grotto. Heo Zadru. And... The Forceful Sentry Ultra Rare. Another Ultra. I think that's seven foils. That'll eclipse Pharaoh Servant in terms of number. We also pulled one of the best Ultras in terms of the set, which was Delinquent Duo. Man, this might have beaten out Pharaoh Servant for number one. Oh, wait. There's two more back. So even if it hasn't beaten it out, there's still more chances. Wow, this has been a good opening. One, two, three. Spell Ruler, aka formerly known as Magic Ruler. We have Gaia Power. Electric Snake. We have the Penguin Knight. He's a little fuzzy for a penguin.  It looks a little fuzzy. Ryuran. Are they fuzzy? I thought they were feathery. I don't know. Final Destiny. We have Snake Fang. Flying Kamekiri Numero Uno. And a Griggle. He looks a little bit feathery, kind of.  I'd probably say grassy.  I mean, that doesn't make any sense why that would matter, but that's what I'm saying. All right, our final Spell Ruler pack. This has been a crazy opening, guys. Legacy Week has been absurd. One, two, three. All right, Molten Destruction. I can't wait for you guys to see these. These are such good openings. I hope Metal Rangers and L.O.B. love up to this. Minar. We have Giant Sort of Loot Feeds on Flames. Added again, Burger. That's number five. Cookin' the Burger. Nice. Stone of Grigrado. Too bad we don't have a Hello Fresh sponsor right here. We have Amoeba, but we do have the Goat Sasiata, who is the real sponsor of Goat. So go check him out. Yeah, 5% off for your booster box. If you guys want to pull crazy like this, Sonic Bra. I can't, I can't promise that, by the way. Make sure you guys subscribe to the channel if you've enjoyed it, though, because two more videos like this, hopefully the same level of pulls, maybe even better. Three secretaries, who knows? Shout out to Toenfo Show, Daxer, JT Show, Puffets of Doom, Ernesto D'Anda, Dizzy, Missycle, America, Deutster, Supreme Stage 21, and then a Thai show, Ian Moosa, Junior Barting, Mehmet Gekko, and Thomas Plain. Thank you guys for supporting the channel, and I'll see you guys in the next video. Peace.


Hello and welcome to our video summarizing all you need to know about the industrial revolution. My name is Barbara and in this video we'll examine the industrial revolution from its early beginnings in the 1700s through till its apex and we'll examine all the different areas and industries that were impacted by the industrial revolution. Now this video is going to be really useful if you're studying this as part of your exams or even as part of your coursework as we delve into all the details and also look at all the different inventors that you need to be aware of when discussing this area in history. So let's get started. Now when considering the industrial revolution in context the 1750s to 1800s were a time of huge revolution and industrial change. The main changes were firstly by 1914 England had become a great trading nation and a worldwide empire and it covered a fifth of a globe thanks to the industrial revolution. There was also a 260% growth in population as a result of the industrial revolution. There was of course a shift from domestic industry so in other words cottage work things that were done and processed in small little cottages by individual people and families to mass production in factories. In addition there was a move from water and wind power to steam engines during the industrial revolution and there was a revolution in transport and communications from relying on canals and pack horses to railways and the telegraph. Now when you're thinking about the industrial revolution one of the massive impacts it had was on the growth of towns. So do bear in mind that the industrial revolution really has its roots in England and so this video will focus on the industrial revolution within the context of the UK. So in 1750 about 15% of the population lived in towns across England and in 1900 this was about 85% so this was a massive explosion in population growth. This meant that there were far more people around to work in new industries however this also caused problems because many more people needed foods and homes and this meant that poverty was increasing and we'll be talking later on about the downsides of the industrial revolution. Also by 1900 London had 4.5 million inhabitants and the biggest other towns were Glasgow with 760,000 inhabitants and Liverpool which had 685,000 people. Manchester and Birmingham had more than half a million people each and much of the population had moved from the south east to the industrialised coal field areas in the north and the midlands so the industrial revolution caused these shifts in patterns. Now the industrial revolution itself was a time of great achievement. In the area of agriculture Charles Turnip Townsend introduced the Norfolk four course rotation of wheat Turnip's barley and clover to his farm and Robert Bakewell used selective breeding to develop the new Leicester sheep. Arthur Young promoted new methods to a wider audience. In the area of industry Richard R. Carr writes Mill at Cromford Heraldid the factory age of the textile industry production of iron increased 30-fold and production of coal increased 20-fold and Newcomen and Watt contributed to the development of steam power to drive machinery more efficiently and of course always remember the name of what is named after the inventors when you look at things like battery power when things are talked about in terms of wattage this is named after the inventor himself. When it comes to the area of transport and communications Thomas Telford built roads and communication canals in 1700s and George Stevenson and his unbarred Kingdom Brunel oversaw the railway mania of the 1800s. There had previously been no fast way of transporting goods and people around the country however canals did exist and so most materials were transported by boats to towns and cities which had to be located along canal routes. There are also many scientific discoveries and technological innovations that changed society and industry massively. So when it comes to the causes of industrial revolution the historian Arnold Toenby created the idea that in the years between 1780 and 1830 there was of course an industrial revolution so Toenby who wrote this in 1884 and the first historians of the industrial revolution thought that industrial growth had been stimulated by Britain's trade there was a need to develop more manufactured goods and ready-made markets around the world through the British Empire. Also, A. H. John 1961 thought that growth had been stimulated by the agricultural revolution which we're going to talk about shortly. This had increased the population and therefore domestic demand. W. W. Rosto in 1960 traced the growth of output back to capital investment which had allowed expansion and innovation and Misson and Robinson in 1969 credited science and technology with the industrial revolution and they thought that technological advancement made improvement in industry inevitable and recently the African historian Joseph Inik Kori in 1987 has focused on the profits made by slave traders which provided money for investment in British industry. So the industrial revolution of course involved innovation capital investment and increased output in the following industry. So firstly one of the industries that really benefited was the textiles industry. So John Kay's flying shuttle was very successful in innovating weaving. Spinning technology needed frequent development over the next 50 years before weaving experienced major further changes. Now James Hargrove's spinning Jenny in in 1764 and later Richard Arkwright's waterframe in 1769 as well as Samuel Crumpton's mule in 1779 were spinning machines that all improved upon the quality and quantity of spun yarn which of course impacted the textiles industry. Edmund Cartwright's power loom in 1785 was the first steam powered weaving machine and many of these inventions were powered by James Watts steam engines in 1765. Large purpose built factories were a new idea for instance are quite milled comfort which was full of machines. Output as a result increased 15 fold in the century between 1815 to 1914. Now in the industry of iron and steel Abraham Darby smelted iron using coke in 1709. Henry Quartz's puddling process made route iron in 1784 and Henry Bessemer's Bessemer converter in 1856 as well as the Gilchrist-Thomas process in 1879 made steel. Huge iron works for example Richard Cauchy's Siphitha works in south worlds and John Roebuck's Karen works in Scotland were also influential and the production of pig iron increased 30 fold in the century between 1815 and 1914. Also when it came to the coal industry better coal mining techniques allowed deeper mines for instance roof and pillar working to support the roof, upcast and down shafts, downcast shafts, provided ventilation and the Davey lamp in 1815 invented the Humphrey Davey invented by Humphrey Davey helped to prevent gas explosions. In 1914 the coal industry employed a million men in 3000 collaries and production of coal increased 20 fold in the century between 1815 and 1914. When it came to the area and the industry of steam power in around 1712 Thomas Newcomen built the first commercially successful steam engine to pump water out of the mines. James Watt also made steam engines much more efficient in the 1760s and 1770s giving huge savings in fuel. His other improvements meant steam engines could replace water and horsepower in a wide variety of industries which in turn allowed factories to build everywhere. So what were the consequences of all of these different innovations in industry? So many traditional historians believe that industrial advancements such as machinery and railways revolutionise Britain and of course by extension revolutionise other parts of the world boosting the economy and laying the foundations for long term change both in Britain but also outside of Britain globally. So let's first look at the agricultural sector in the industrial revolution and more specific information relating to all the different innovations in this area. So the historian Arnold Toynbee created the idea that between 1750 and 1830 there was an agricultural revolution which perhaps predated or preceded the industrial revolution. He and other historians of the time presented this agricultural revolution as the work of heroes. Now Jethro Tull was one of these so-called heroes who promoted the use of the seed drill and the use of horses to pull machinery rather than oxen which of course made agricultural techniques far more efficient. Another important inventor was Charles Turnip Townsend who introduced the Turnip and the Norfolk four course rotation of wheat Turnip's barley clover onto his farm. Furthermore Robert Bakewell used selective breeding to develop the new Leicester sheep and the Colling brothers promoted the selective breeding of longhorn cattle. Moreover Thomas Koch of Hoekum publicised his new ideas by inviting hundreds of people to his sheep sharing agricultural shows and Arthur Young wrote about the new methods and spread these ideas more widely. Also the parliamentary enclosure movement was said to have destroyed the old three field system and created the modern patchwork of enclosed fields. So what were the consequences of the agricultural revolution? Now firstly without the agricultural revolution the growing population of England would have starved and the industrial revolution would have been stifled so that's why it was so important and in many ways it proceeded so it had to go before the industrial revolution which came into full effect. Secondly it used to be thought that enclosure displaced farm workers to the towns but historians now doubt this. In the short term enclosure needed more labourers to build the farms and the fences. In the long term however the increased use of machinery meant that fewer farm workers were needed. They left the land and went to the industrial towns in the north of England. The agricultural revolution can therefore be seen as really significant. Although historians debate on whether or not it is of equal significance to the industrial revolution it certainly did its bit in propelling the wider industrial revolution. Also the industrial revolution certainly did more for the country's development in other words it did more for England's development however it may not have been possible or even existed without the agricultural revolution. Now let's look at the important role of transport and communications and how it shifted during the industrial revolution in detail. So the industrial revolution saw a dramatic improvement in transport and communications and this involved innovation, capital investment and increases in thirsty roads. So General Wade, Jack Metcalfe, Thomas Telford and John McAdham developed better roads with firm foundations drainage and a smooth surface. Ever since the 17th century Turnpike truss were set up to improve main roads for which a toll was charged and this predated the standard period of the industrial revolution. Now in the early 1800s investment in Britain's roads was more than three million pounds a year and between 1803 and 1821 Thomas Telford alone built 1,000 miles of road including 1,000 bridges. His greatest achievement was a London holly head road which was constructed between 1815 to 1826 however others had already been building new roads over the past several hundred years. Other areas that really saw changes in the industrial revolution was the canal system. So some people argue that the first modern canal was the Sanky Brook Navigation. It was used to transport coal which links directly to the industrial revolution. Others say it was the Bridgewater Canal built by the Duke of Bridgewater in 1761. Now about 20 million pounds was invested in canal building between 1755 and 1835 and there was what was called Canal Mania in the 1790s and famous canal builders include James Rindley and Thomas Telford. The fact that more money was spent on canals could be seen as a natural development as the country gets richer and trade is more necessary and by 1850 the canal network covered 4,000 miles. However one thing to note is that canals had existed long before this period. The Exeter Canal had been built way back in 1566. It's the viewpoint of some that the developments made during the industrial revolution were really no different to those made beforehand perhaps maybe they just increased in intensity. Now when it came to railways the first railway was a Stockton and Darlington Railway in 1825. George Stevenson then built the rocket in 1829 and significant engineering achievements included the London Underground in 1863 and the Fourth Bridge in 1890. There was a railway mania in the 1840s and three billion pounds were spent building the railways between 1845 and 1900. In 1870 423 million passengers travelled on 16,000 miles of line. Now other developments of transport and communications include the 1837 Samuel Morse's invention of the telegraph. Then in 1837 Rowland Hill invents the postage stamp. In 1839 Kirk Patrick McMillan invented the bicycle. In 1843 Isambard Kingdom Brunel built the Great Britain Steamship using screw propellers. In 1876 Alexander Graham Bell patented the telephone. In 1885 Carl Benz invoted the motor car. Now what were the effects of the industrial revolution on transport and communication? So firstly the world shrank. In 1700 it took four days to get from London to Manchester but in 1880 it took just four hours. Raw materials goods and food foods for example fresh milk and post thus arrived faster. Secondly this of course impacted economic growth so the railways needed bricks, cement, slippers, iron and coal and as a result these industries were stimulated in terms of their own growth and in 1847 more than a quarter of a million people worked on the railways and the wages helped the economy grow. Thirdly when it came to finance huge numbers of people bought shares in railway companies although many later lost their money when the boom ended this of course really stimulated the growth of finance. Fourthly the 1844 Railway Regulation Act improved conditions in third class and in 1883 the Cheap Trains Act made railway companies offer a greater number of cheap trains for workers and transport became available for more people than ever before. And fifthly by 1880 it became clear that speedier travel and railway timetables needed the whole country to take up a national standardized time. Before this date people used local time that varied from place to place. Seventhly the growth of the shipping industry allowed a huge growth in worldwide trade and by 1902 the whole British Empire was linked together by a network of telegraph cables called the all red line. Now of course education experienced a massive shift during the industrial revolution so in the 1800s formal education became available to even the poorest people. Now when it comes to the impact of the industrial revolution on schools before the 1800s education wasn't free and poor children got whatever education they could in dame schools or Sunday schools. Now in 1833 the government passed the factory act making two hours of education a day compulsory for children working in factories so these children of course who are working in factories are from among the poorest families. However the government granted money for them and of course it granted money to charities to help schools for the first time educate these poorer children. In 1844 the ragged schools union was set up to give schooling to very poor children. Furthermore the public schools act in 1868 reformed Britain's public schools such as Eton and Harrow and in 1870 Fosters Act set up state funded board schools for primary education and in 1880 the education act made school attendance compulsory for children up to the age of 12. The 1902 education act established a system of secondary schools. So some historians say that the improvements were made because the public were beginning to complain about the lack of education support for young children who worked long and hard days in factories and these historians believe that the government wanted to simply educate people so that they could make more money for the country. Another area that really experienced a change in the sector of education was of course universities so between 1900 and 1909 red brick universities were founded in places like Birmingham, Liverpool, Leeds, Manchester, Sheffield and Bristol concentrating on hands-on courses such as science and engineering. These of course differed from universities such as Oxford and Cambridge which primarily taught less vocational and more traditional subjects such as history and the classics. So for instance if you've ever noticed in university prospectuses or university listings Oxbridge as a title being used as opposed to red brick university this really has its roots in these changes. Another important concept that became really important when it came to education during the industrial revolution was the idea of self-help which was really important during the Victorian era. Now mechanics institutes were set up in many towns to provide night school education for working men and public libraries were built in many cities so that more people had access to improve their lives during the free time. Also the museums act of 1845 gave town councils with large borrowers the power to set up museums for the public. Also members of parliament thought that working class people could improve their lives by visiting the museums instead of spending their free time in pubs. Now of course the industrial revolution brought so many benefits in different areas that we've looked at however of course there were downsides to the industrial revolution. Now firstly when it came to working conditions in factories long working hours were seen as standard normal shifts in factories were between 12 to 14 hours a day and workers had to clean the machines even during the middle time so a lot of workers didn't even have enough time to even eat. Now low wages was another important issue so male workers at the time earned 15 shillings which is equivalent to 75 pence a week but women and children were paid much less with women earning seven shillings which is equivalent to 35 pence a week and children three shillings which is equivalent to 15 pence a week. Therefore employees preferred to employ women and children and many men were sacked when they reached adulthood then they had to be supported by the wives and children although it's really difficult to determine what the relative value of this money is we can at least assume and agree that this still wasn't very much at the time. Another issue was the problem of cruel discipline so there was frequent strapping which means hitting with the leather strap. Other punishments included hanging iron weights around children's necks, hanging them from the roofs in baskets and nailing children's ears to the table and dowsing them in water butts to keep them awake so there was very very cruel methods of enforcing disciplines especially on children workers within factories. Furthermore there were a lot of fierce fines imposed both on children but also on male and female workers. These were imposed for things as simple as talking or whistling or leaving the room without permission or having just a little dirt on the machine. It was claimed that employees even altered the time on clocks to make the workers late so that they could just find them and not pay them enough. Some employers demanded that their overseers raise a minimum amount of each week's for four fines. Furthermore accidents were a real issue. Forcing children for instance to crawl into dangerous unguarded machinery caused a lot of accidents. For instance 40 percent of accident cases at the Manchester Infirmary which is essentially the Manchester Hospital at the time in 1833 were factory accidents so a lot of people really got mutilated especially young children. Health of course was an issue so cotton thread for instance in the textile industry had to be spun in damp and warm conditions and then going straight into the cold night air led to many cases of pneumonia because people would work in these damp warm conditions all day so in very stuffy conditions and in the wintertime that then goes straight back out into the cold air to go home and so they would fall very sick. Also within factories the air was full of dust which led to chest and lung diseases and loud noise made by machines damaged a lot of workers hearing. Now when it came to working conditions in mines this was no better. Trappers as young as four years old sat all day in the dark of a mine opening the doors for coal trucks to pass through. Also young putters pushed tubs and children as young as six carried coal for hewers. Women hurriers pulled tubs with the chain that went around the middles and between the legs which is often a humiliating experience. Hewers cut the coal with pickaxes and seams only 18 inches high and wages were so low that there were stories of pregnant women giving birth down in the pit of mines one day and being back at work the next. There were also accidents like roof falls explosions and shaft accidents and drowning was frequent so also the life expectancy for some people was very low. Now of course the industrial revolution did have a negative impact when it came to living conditions in cities especially for the poorest. So pollution was a key issue coal was used to heat houses cook food and heat water to produce steam to power factory mines however burning coal created smoke which led to terrible pollution. Also there was a problem with overcrowding due to large numbers of people moving to the cities there were not enough houses for all these people to live in. Low wages and high rents caused families to live in as small a space as possible and sometimes whole families lived in one room. Disease was also really common so typhus, typhoid, tuberculosis and cholera all existed in the cities of England and cholera reached England for the first time in 1830 and there were further major epidemics in 1832 and 1848. Also overcrowding, housing of low standard and poor quality water supplies all helped spread disease. Moreover waste disposal was a massive issue sagutters were filled with litter and the streets were covered in horse manure collected by boys to sell to farmers. Human waste was discharged directly into sewers which flowed straight into rivers and these are the same rivers that people sometimes took their drinking water from. In London Parliament had to stop work because of the smell from the Thames became too much and this period was called the Great Stink. Now there was also very poor quality housing for very low-class workers. So houses were built really close together so there was little light or fresh air inside them and they didn't have running water and people found it really hard to stay clean and hygienic. Houses often suffered from damp due to the thin walls and roofs were made out of cheap materials and many households shed a single outside toilet which was often a hole in the ground. There was also a lack of fresh water so people could get water from a variety of places such as streams, wells and sandpipes but this water was often polluted by human waste, the same human waste that flowed through the sewers and into rivers. So that's all when it comes to understanding the industrial revolution in depth. 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Thank you everyone for joining us. It's a pleasure and You know, I was just thinking when we are often sitting, you know on these discussions around marketing We often end up talking about trends mostly And these trends are all around the way technology has changed and you know how it's impacting marketing and what are their advancements and In marketing also there are lots of shiny new toys if I can call them, you know There's of course data. There's social marketing and so on and so forth, you know, which keep coming in different waves and bursts which we all end up using and obviously, you know as Businesses are transforming with themselves with this advancement in technology the marketing functions also have to transform themselves and No wonder why I see a lot of marketers spend a lot of time Understanding these technologies and seeing how they can harness them best to build Customer preference and loyalty, you know with these technologies and all is right there But having said that this often, you know, ends up being a distraction in our efforts to if I may say build marketing campaigns and strategies with a purpose And you know, it's good to remind all of us as marketers I would say from time to time that the fundamental reason that marketing exists is to add value To all its partners whether it's employees other partners and of course customers and on that note I really want to kick off this discussion and I'm going to start off with Girish first Girish, of course, you know, it's all about creating value for the customers, etc And to do that to be able to build your strategy first part comes with Understanding the customer and so much is changing. So how do you keep a tab on the customer needs preferences in this ever-changing world? Thanks, Rubina. So, yeah, of course I always believe that marketing is the growth engine of any business of sales responsibilities primarily You know Include putting the products in the counter, but it's marketing and you know getting a marketing elements, right? That actually helps in driving business and to get your marketing piece, right? The first building block is to understand what the customer wants Understand where the customer's aspirations lie what the customer is Motivated by and you know things like that and honestly, it's not a very easy answer To keep keep tab on the consumer preferences because they're changing drastically But of course we have a lot of tools, but as a marketer, I still go with a lot of gut and as a marketer I would always believe in meeting people personally. There's a lot of data There's data overload and you can get a lot of information on you know E-commerce trends and you know on digital trends and you can see, you know Who's buying what who was likely to buy your brand finally bought some other brand? Are they preferring this over that? But I think the best way to keep a tab is to meet people meet your consumers or personally And I make it a mandate for all my team members to go and at least you know I have a mandate of 100 visits a quarter right where you go and meet channel partners meet consumers Understand what ticks them are you you get a whole lot of information by those chats like chai over church From that perspective, so I think as marketers. We've got to keep our eyes to the our ears to the ground We've got to understand what's changing. We owe it to our company To you know be that because we're gonna drive business growth eventually It's not the sales team is a marketing team that's gonna you know finally drive that so that's the way I would Think so of course love data overload. You can look at all those filters cuts, but meet people personally There's nothing to beat that Absolutely, Girish Data is all there to support but you need the insight which you get through I think the personal touch That's the point you're driving home, which is true and the Pali moving on to you next I Know you've been in various industries through your career and I'd love to understand from you that You know, how do you create value for customers does content play a big part? Especially, you know, it's great to meet customers in person. But today if you ought to do it in scale Digital offers a medium. So do you do a lot of content and want to be you know? Sharing your experience as a brand as a Knowledge provider does that help create some sort of value? Absolutely Rubina I think if I look back in a technology brands life, of course where I am at IBM And especially with the kind of complex technologies that we deal with I think Educating the customer is a key part of the brand agent up Hi, Ajay So I think and it starts from absolutely right about You know looking at what we're doing in the R&D space Taking the new ideas to them Making them aware of what the new world of future is going to be like, you know to doing Let's say white papers to doing use cases to you know Working with our clients over a long period of time to see transformation happening in their businesses Which in turn transform the lives of the end customer, you know So that's a whole cycle that technology companies will you know follow through depending on wherever they are and you know Whatever is the job that they're doing and this could be B2B or this could be B2C So I see some of the B2C technology companies, you know actually opening out the minds of the You know end customer too. Let's look back at financial services where I worked. I think there again a Huge task has been done over the last two decades by financial services to educate the customer I remember 10 years ago when we started out in health insurance and auto insurance Auto in this country has never required education because it's mandatory But health insurance was such an uphill task and you've been there with me, right? Today 10 years later when I really look at understanding of you know, what term life insurances what health insurances Things have changed for the betterment of the customer and brands collectively Industries collectively have played that role look at the campaign that Amfi does on the mutual fund side, right? So education has been part of you know, what the brands ought to do even when I was at Mahindra holidays And you know while you may think that in on the tourism side, you don't require You know education the customer will go and find content on their own not true I still remember when we were doing the content strategy You know back in those days in 2015 Food was not a leg that had been discovered by the brands in terms of the content strategy And I distinctly remember that trend was just taking off right and food has now Just look at the food experiences that today various brands offer even holiday companies offer and tourist destinations offer So those are the changes that are happening. Yes when it comes to let's say detergents or you know Some of the other commonplace commoditized kind of errors. We may not have education thought leadership as a role to play but I think There again if you start looking at the D2C brands today that are coming up beat skincare beat organic food You know beat healthy living and eating you will find that some of those brands are taking You know the edge of the traditional brands on account of them driving thought leadership and education Yeah, so that's my two-piece on this that's true I completely agree with you But you think doing this kind of content also gets some kind of Customer preference You know do brands do customers start preferring those brands who do this content better than the others. Does that happen as well? I think over a long period of time and you know, I joined IBM three and a half years ago And that's what I mean by long long period of time. You may not see results in a year And I know a lot of us are driven by annual budgets and brand relevance core moving You know last year versus this year But if you have if the organization has the patience to be committed to a certain idea Then you will see that change happening over 24 to 36 months You will see the needle moving in the direction that you want consumers to think so for example Responsible AI as a concept, you know four or five years ago People were just talking about utilization of AI and application of AI, right? But today when you go and speak to CXOs inside organizations CEOs and boards, they all understand the context and concept of responsible AI, right? And that has happened only because technology companies have taken the Responsibility of educating them if we hadn't done it that conversation would not have started in the boards and in the CEO's You know rooms so it's a long road and you have to be consistent at it get the message Pali I'm moving on to you How are you? You know, you're you've got a group of companies under you with different kind of portfolios So how are you creating value for different sets of customers and how you bring it together as a group? So, you know, I I just want to wear the hat of a customer and say that what brings me to a brand What brings me to a category and I think the simple answer is WIFM what's in it for me? If a brand can communicate to you in a few words, what's in it for me? You will win the business and you will retain the business to use the agency speak and let me give our health insurance example since That's what we heard heard just a minute before the Pali talked about health insurance I think the COVID taught us that a category which was insurance life or health which was perceived to be a push category We were always told from day one. It's a push category. It's not a pull category suddenly became a pull category What made it a pull? Because the customer realize the what's in it for me and He said I am interested in knowing more now. Tell me what do you have to offer? And at that time if a brand decides to go with the right product at the right time To the right channel. I Think he has an edge Keeping the analogy going that if you look at financial service or health insurance, unfortunately, we feel that sale over. We can't back here idea Insurance premium is only due after one year You have to find ways to engage with your customer. And therefore I feel today every category Including financial services categories Including the subcategories of financial services have to think of themselves as an experience category Give me an experience that I can remember And I will stay with you. Otherwise promise QT is the order of the day Very very well said. I dare going to agree more with you. Keep it simple Show the brand promise to the customer keep the customer first and then you create that pull absolutely agree So I could coming to you Next and I read your lovely blog which was so insightful. So thanks for sharing it with me and You know the interesting A thing that I was wondering while reading that was that especially new age customers, right, which are shot on Patience these days. They're also very discerning and sort of Critical, right? They can tell about between Advertising and what goes behind the brand and you know, they're not as trusting if I can just put it simply How do you know bring forward the brand purpose and you know kind of convince them on the brand purpose? I think The the new age customer or the millennial or the Gen Z that that we speak about I believe that they are more gravitating towards the purposeful brands than say our generation was right people were born pre 1990 There are a couple of reasons. I think our generation was all about struggling doing better in life I think this is an entire generation now What happens like say you say master's hierarchy of need right when all your needs are satisfied you move to the next level, right? And I think that's the reason why why I think the consumers really want to take stance for the brand which stands for hire thing Now there are multiple example I mean it could be a higher stance it could be differentiating product It could be reflection of what the customer is like every time an apple iphone new version is released look at the queue Right, you know that you know you get a similar looking similar feature product at one-third of the cost But look at the queue right people are people are there through the night You go to people are paying four times the price for a Starbucks coffee, right? You I mean you know that you know same coffee layer hundred bucks for the 400 rupees because I think somewhere people are buying into the philosophy of your brand and Puppets definitely goes far beyond I would say Proposition right so you you say that in marketing first is the future second is the proposition I think purpose sits on the top, right? And I think any organization which has a very strong grounding in the purpose will have an advantage and One of the reasons why purpose I would say as you had say shiny new toy And it has been a shiny new toy for the last seven eight years or so And there are still very few examples of brand which have been able to do it well And you know every single case study will talk about the same brand people will talk about dub People will talk about surf excel people will talk about tata people over Starbucks right there are very few brand I think one of the reasons is that the way we should look at purpose I think we haven't cracked the first and foremost thing which is very fundamental different about purpose than anything else in marketing Is that purpose is inside out everything else that you do in market is outside in that means you listen to the consumer You ask the consumer what would you like to you know for my project to be doing? I think in purpose is not that your consumer will never tell you say for example No one would have told steel jobs that you finally need a product which doesn't have a keypad Which can you which your next place or no one would have told how I should saying that you can sell a coffee at 400 rupees It's a third place where it is you're not selling coffee are selling an experience, right? So first thing is that if you are talking about something which is inside out, right? That's one fundamental thing second thing. I think is it has to be core to what you do If you are a say sugar drink and you start say that he I will I will You know we'll make peace and bring world peace. I think consumer can really see through it, right? So so it has to be very consistent with what as a brand you could do, right? What you know and being authentic and the third and most important thing is that you have to be committed to the purpose at a Very long time Because if you are standing for something the purpose will start giving you any results after nine years ten years Well, yes, right? So that means you had a very strong commitment. Hence you need a very strong not to do list So every purpose very polar purpose like you see look at say a brand like Nike There's so many campaign great so many controversies, but at the same time there are people who take stance So, you know and and that that that is true about brands like say when we build Tata Sampan as a brand five years back And you know it has I would say it has been reasonably successful There are two things that we said we want to make sure that every Indian should get the authentic nutrition To the everyday food that you can consume right now that meant two things first thing that I could never talk about non-Indian food I know worse is going to become big I will never talk about words because it doesn't stand for it right second thing I say nutrition That means I will not do something which is non-nuclear and non-authentic, right? So every time you are wanting to say something you also have to say what you are not going to do, right? So I think if you really get a heady mixture and I won't say that I would have got it right all the time But I think if you know the pathway, I think you know a purpose will give a strong Advantage which will very difficult for your competitors to copy Thanks for sharing that Sagar and I want to toss it over to Sadat and ask him in your category, which is highly competitive Do you think you know building a brand purpose over a long period of time is Viable and how do you do if so? How do you do it? I mean it's very interesting because you wouldn't Think that it is given the experience of what airlines have gone through in the last 10 or 15 years And I think that's almost what makes it essential and Prime first for a first move would take advantage of purpose if you look at what Sagar was talking about coffee And you see the prices of how coffee have moved from the 1960s to today when it was a commodity to when it's become an experience now Airlines have gone in exactly the opposite direction They used to be an experience and they've become commoditized now and it's I mean I blame airlines for having done that Yes, there's been a democratization of air travel Yes, there's been all of that but beyond the point when you start treating the consumer as an input in a process And you start looking at efficiency metrics versus creating value for the customer Then you become commoditized and if you become commoditized you're losing the opportunity to make a margin and It's like the e-commerce category or telecom or any of these other categories which have essentially become about Discounting and price-cutting and what happens over a period of time is you see that it's not sustainable and If you have a purpose then what you're able to do is actually Define a value proposition which the consumer over a long period of time is going to be willing to pay a premium for and That is what will keep you going over as you know, we've said it's it's not a short-term game Yes, if I do a sale today, obviously, we'll you know, we'll sell more Flights or we'll have more bookings But that erodes value for the consumer ultimately because you know everything Moves around that and so does competition and the whole market But ultimately the organization stops looking at creating value for the consumer whether that's in personalization of the experience In the service standards that you're offering or in all of that And I think it is there's a great opportunity actually in in airlines today in India to bring that sense of experience back into consumers Lives and and to be able to generate a premium for that and sustain over a long period of time So yeah, thanks for sharing that so that yeah, I mean Something to think for for the airline category definitely, but moving on to you Girish What do you think about it?  Yeah. So so basically, you know, there's what I'd like to differentiate is between brand promise and brand purpose, right? brand promise is typically a USP, which is a value proposition, which is why buy me and Brand purpose is much larger. It's something what you stand for now It's very clear that a brand promise would be easier to kind of communicate to the customer It can be short-term as well that this is my reason why you need to buy me today You know, for example in my category, which is air conditioners you buy me because of fast cooling What do I come up with a purpose? But I have an example there that you know some years ago when we launched our social media You know handles, which is about 2013 or so We just didn't want to be one more brand which is talking about the same thing right that by me because I give you energy efficiency I give you cooling. I give you fast cool and you know things like that I we realized that we'd have to go, you know, take a little higher ground because you're obviously engaging with Consumers who are far more savvy or in those days and therefore we came up with this proposition of cool my world Which is like a brand purpose. I cool you physically like, you know This this hotel is cooling you right now, but how do you cool yourself mentally, right?  So you could do that but but you know, so cool my world became, you know We still continuing with it. We persisting with it for the last eight years, but if you really ask me Yes, it's always a dilemma. How much do I invest in that versus my, you know, brand promise with Virat Kohli talking about fast cooling, right? That's a purpose. Our purpose is consistent. It requires a lot of effort. It requires like Sagar rightly mentioned You can't do it short term. You can't stand as a brand today for this purpose and move on next year It's not a one-night stand. You've got to stay invested in it and one of the main reasons I think as marketeers, you know, Sagar gave an example. There were a few brands Who have kind of stood for a purpose and been successful with it There is of course, you know, Dag Acha Hai, which is a classic example It's not about me, you know, why my detergent is better than yours Meri kameez, tumare kameez is sa fey kais hai. It's about stains are good And that was a purpose, right? They took at a higher ground. They didn't get into any societal Environmental route from that perspective. They didn't talk about CSR. All they took was a very simple emotion You know about kids playing and loving to play in the dirt They took that emotion very brilliantly and they stayed invested with it till date, right? Now that is the power or brand purpose and today for sure surf excel stands out because of that Purpose that they stood for so yes in the long term it can have huge impact Clearly when everything is getting commodities like he mentions, you know consumers There's a lot of research which says that consumers tend to prefer a brand Who has a purpose, you know whom they resonate with whom they inspire get inspired by as I may say, right? You had tada tea talking of Jagore. This took with it They stuck with it for a long period of time, right? Again, that was not about how good the flavor of the brand is It's about wake up, you know, and and they took it very powerfully So the fact is I think as marketeers were becoming very impatient as marketeers We are not really looking at the long-term. We we are looking at short-term gains I think we need to stay invested for the long term and believe you me if we were To invest for the long term it will build the brand powerfully. So, yeah I think that's the dilemma honestly between brand promise and brand purpose and where do you kind of draw that line? Can you just convert your entire brand promise into brand purpose and still get your, you know, annual targets met? That's a challenge. That's the reality of life, right? Yeah, and the other challenge that I feel and I'm going to talk to you about this is that what comes I think to my mind is when you want to build something which is core to your brand which is so intrinsic Which is something long-term it does doesn't become the responsibility of a few people in the marketing team to do it, right? Everybody should own that brand purpose. So how do you make sure that hundreds and thousands of people who work in large organizations? You know kind of Align themselves to that brand purpose So Raveena, I feel allow me to pull back first and talk about purpose and business I think purpose is not something that you decide on. It's not something you come upon. It's what you're born with So very often they ask can you be a born actor or can you become an actor? I'm saying you cannot Become a purpose-led company. You are either born with it or you're not Point one point two is if it is to support your product Directly and we are very good with surrogate advertising. So indirectly to me. It's not purpose It is surrogate advertising to sell and some of the brands you mentioned to me are surrogate advertising Three is if it is with the intent to attract customer attention Or to become closer to him for a higher calling. I think it's not a purpose So therefore if you ask me you run your Business the way you believe it's right for a customer and you have a purpose which is right for The world at large the society at large and my last comment is you have to make the two meet If the two do not meet you will not have a sustained business model So I'll give you an example if I decide I want to do everything Environmentally right and that means my cost of production goes up ten times But my cost of sale cannot go up ten times. I'll go past So therefore while it sounds wrong your purpose has to I'm saying it sounds sacrilege. It has to have an economic sense to it But it has to be what you have to be born with and not create round your product So I can give you a bit of a group example We believe in helping the underserved or the unserved and that's part of our generational values Irrespective of which business you are in. Yes, what we do is we adopt people and localities around our plans Because if we can do something for them That area sustains itself and those people prosper those people get a new lease of life And when employees to take your question when employees see you delivering on it because and Irrespective of they start following that in our CSR budget We have a separate quota only for employee-led causes if an employee believes in a cause He gives his time. He gives his own effort. He gives his own money. We will also back him So you have to walk the talk where the employees believe that this is not a catchphrase. It's not a tagline It's not a advertising slogan. It doesn't change with the times That's how you rally. I think employees Correct, correct, but you know coming back You know to what you said and I'm gonna throw this open to the Pali The real fact is that you know like he rightly said Ajay brand purpose cannot be an odds with what your marketing objectives are They have to be aligned and they have to somewhere coincide, you know over a period of time and the Pali then The challenge is always there, right? How do you measure effectiveness? I mean somebody's gonna question you at the end of the day, you know, I think You know taking forward what Ajay said a lot of the brands may not communicate The brand purpose or let's say you want to call it company mission or company values, right? They may not always communicate that but is the brand purpose the moral compass inside your organization? And that gets tested Sometimes in times of when you have to take a short-term decision to let go of Profits in the short term that may not seem like an economically viable decision But in the long term it is necessary for the company's survival and pharma companies display that right? They do product recalls when they go wrong right and we've heard of famous cases such as you know J&J doing that and that's in short that they win the trust of the medical community, you know in that sense, right? So one is look at the brand purpose whether it is the moral compass of your organization Of course it aligns with the brand, you know overall schema of things and they are not contrary to each other But some of the brands may not communicate it actively and I can tell you that at IBM we may not you know For example internally we talk about the brand's purpose being about being essential now That's a line that you will not hear outside, you know, we don't externally communicate that line, right? But whatever we externally communicate has to be in line with that now How do you measure it is the question that you asked, right? I think ultimately you're measuring the effectiveness of the brand in the context of of course you have those You know brand relevance scores and you know preference scores and stuff like that You also get measured by the stock market and the stakeholders in the way, you know, you're How you're doing on the stock market you get measured every day because you know your turnover your market share You know wallet share whichever way you look at it. The only thing is You may not be able to isolate the impact of each one of those elements Ultimately to a customer whether in the B2B space where you know we're doing deals worth You know, let's say 200 million dollars or whether you're doing in the B2, you know C space where it may be a $1, you know ticket item that you're talking about Ultimately, it's a bundle of benefit that you're offering, right? And over a long period of time if you stay close to the brand purpose that you've defined because That ensures that you provide a certain degree of quality that ensures that you stand for certain things and you will be a You know, you will ensure the CSR element for example that Ajay was talking about and we look forward to that that gets delivered You know to the end customer So to my mind the measurement will happen over a long period of time and of course you if you want to actually start looking at You know the qualitative aspect, you know, we can look at that and I just want to share one anecdote with you here I joined L&T insurance, you know 10 years ago and one of the things that we did in L&T has not been a B2C brand You know with insurance, we were going to do the B2C work for the first time and We went out to the consumer to think in the B2C consumers mind What does L&T stand for? It was interesting that the first word that it came back with was the first set of study that we did was trust Okay, and I said everybody's trusted Tata's are also trusted build as a trusted and I remember asking the taking these two names there You know, I said, what is this trust? How is the L&T trust different from the Tata trust different from you know, how the consumer trust the builders? And I think that's where marketers have a role to play You know to define what is the context of that trust and then deliver it consistently, you know over and over You know again to the customer, but to my mind I still think brand purpose is like the moral compass of you know, whatever we do inside the organization Not just the marketing team, but I think today for example the customer experience team the whole sales experience What's happening inside the organization the way you do pricing the way you do packaging the way you write Disclaimers, you know or the way you write the fine print on your packaging I think all those areas are the ones which eventually will impact, you know, what brand purpose is all about Yes, yes, we're extremely out of time and I'm gonna just do one one rapid fire with my two panellists And they will get just one one sentence to speak about that note. We'll close So Sagar one question to you like if the Bali Said, you know, it's the moral compass and sometimes, you know, they just keep it at IBM inside They don't communicate externally. Is it even needed to communicate externally brand purpose? Yes or no? Yeah, I think you must communicate.  I don't think there's a dichotomy I think a purpose driven campaign will drive sales in the long term. Okay on that note Thank you very much. I think that was an interesting conversation. Thanks


10 projects in Nigeria that will change the country by 2025. Development is defined as a process of growth and change in a certain location. Nigeria, an African country bordering the Gulf of Guinea, is home to numerous natural wonders and animal reserves. Waterfalls, deep rainforests, savanna, and uncommon primate habitats can be found in protected locations like Cross River National Park and Yankari National Park. Sumer Rock, a 725 meters tall monolith outside Abuja that is depicted on the Nigerian money, is one of the most well-known sites. Nigeria's economy is especially strong. The West African country continues to grow at a healthy rate of 5 to 6 percent every year and this trend appears to be poised to continue in the near future. Nigeria is also, by a significant extent, Africa's largest economy. In 2014, it had a GDP of $569 billion, which can be ascribed to the country's rapid development. Nigeria can proudly claim to have the most projects in the West African region, with a total of 21 projects worth a total of $54.2 billion. According to the publication Africa Construction Trends, this is true. The building industry continues to grow thanks to major investment. Here are 10 Nigerian initiatives to keep an eye on in the near future. 10. The Digital Switchover Project Digital Switchover DSO is a technological innovation in the field of broadcasting that involves the digitalization of broadcast signal creation, distribution, and reception. In contrast to analog broadcasting, DSO provides for the development and receiving of high quality image and sound clarity, as well as the transmission of many digital channels on a single bandwidth, as opposed to analog broadcasting's single channel reception. Many countries have made the transition from analog to digital broadcasting, resulting in high definition and high quality signal reception and output. 9. Lagos eBadden Expressway The Lagos eBadden Expressway connects eBadden, the capital of oil state, and Lagos, Nigeria's largest metropolis, over 127.6 kilometers. It also serves as a significant gateway to Nigeria's northern, southern, and eastern regions. The expressway is Nigeria's oldest, having been inaugurated in August 1978 during the military regime, under the leadership of Major General Alo Sikon O Loosangio, who resigned on October 1, 1979, before being elected on May 29, 1999. 8. The Concession of Airports in Nigeria The Nigerian government is finalizing plans for four national airport concessions. Murtalamo Hamid International Airport in Lagos, Nambi-Azikuei International Airport in Abuja, Aminu Kano International Airport in Kano, and Port Harcourt International Airport are the four airports to be concessioned. Hassan Musa, the permanent secretary at the Federal Ministry of Aviation, hinted that only non-aeronautical operations would be affected in a document used by the government to publicize its aviation PPP plans and announce a request for bids. He went on to say that the concession is part of the government's aviation sector strategy, which aims to improve airport service delivery by developing and profitably managing customer-centric airport facilities for safe, secure, and efficient carriage of passengers and goods at world-class standards of quality. The federal government's objective in terms of air transport value chain growth will be achieved, says the project's description. 7. The Oil and Gas Park, Bailsa The Nigerian content development and monitoring board plans to finish the Nigerian Oil and Gas Park in a mile one, bails a state in the fourth quarter of 2022. The project began with a groundbreaking ceremony on April 27, 2018, and is presently roughly 68% complete, with four major structures nearing completion and foundation construction on several buildings and components of the project beginning. The park's economic advantage required that the facility would boost domestic production of oil and gas components, reversing the current pattern in which the sector relied on importation for the majority of its finished goods. The park will also help the country conserve foreign cash and provide jobs for its citizens. Because the majority of the production will be done here, it will also boost our capacity and lead to technological advancements. It will provide a large number of jobs for the community, as well as a ripple effect on other economic activities. The advantages are a metro. 6. Lagos Blue and Red Line Railway Lagos Rail Mass Transit is a city rail system that is currently being constructed and built in Lagos. The Lagos Metropolitan Area Transport Authority, LaMotta, is in charge of the system. The private sector will provide the railway equipment, including electric power, signalling rolling stock, and fare collection equipment under a concession contract. LaMotta is in charge of a network's policy direction, regulation, and infrastructure. 5. Lecky Deep Sea Port Lecky Deep Sea Port, a multi-purpose Deep Sea Port in the heart of the Lagos Free Trade Zone, is planned to be one of West Africa's most advanced ports, providing vital assistance to Nigeria's and the region's booming commercial operations. Mr. Babachideh Sambualu, the executive governor of Lagos State, recently stated, China Haber Engineering Company, Czech, and Toleram have exhibited a very high level of dedication and capability, notably by keeping to the building schedule and timeframes. The endeavor to complete construction work on the breakwater has improved significantly, now standing at 79.66%, while the construction of land-side infrastructure at the port has received significant attention, now standing at 67.82%. 4. Ebeneze State Airport Nigeria's federal government plans to work with communities in Ebeneze State to build an airport in the region. In the Eza area, a projected international airport will be built. Communities such as AMUZER or URUZER, UMUZYAKAYAHA, and UMUHARA in the Eza South and Ezenmorf Council regions have given the government permission to build the airport on their territory. 3. The Second Niger Bridge By improving the commercial viability of the immediate area and revitalizing economic life, the bridge will improve traffic flow, improve road safety, and generate more opportunities for local residents. The project entails the building of a 1.6 kilometer bridge, a 10.3 kilometer highway, an ORI interchange, and a toll station. The Second Niger Bridge is a vital piece of national infrastructure that will help the surrounding states and the entire country. 2. Dangate Oil Refinery The Dangate Oil Refinery is a 650,000 barrel per day integrated refinery project in Nigeria's Lucky Free Zone, near Lagos. It will be Africa's largest oil refinery and the world's largest single train plant, according to plans. The Dangate Petroleum Refinery's pipeline infrastructure is the world's largest, with 1,100 kilometers of pipe capable of handling 3 billion standard cubic feet of gas each day. The refinery alone has a 400 megawatt power plant that can meet EBED and DISCO's entire power need. All of Nigeria's refined product requirements will be met by the refinery, which will also have a surplus of each of these products for export. The Dangate Petroleum Refinery is a multi-billion-dollar project that will generate a market for Nigerian crude worth $11 billion per year. It's designed to process Nigerian crude, but it can also handle other types. 1. Anambra State Airport Anambra Airport, also known as Umiri Cargo Airport, is a cargo airport in Anambra State, Nigeria that serves Umiri Humilary and the adjacent villages. On April 11, 2017, Anambra State inaugurated the Umiri Cargo Airport project, which was finished in April 2021. On October 30, 2021, Governor Willie Obino of Anambra State officially opened Anambra Airport, the Nigerian Civil Aviation Authority, N. C. N. A., has given the Anambra State government permission to begin commercial operations at Anambra Airport on November 2, 2021. These are Nigerian development projects that, when finished by 2025, will change Nigerian's economic and social standing. Please like, share, subscribe, and turn on the notification button for more developmental videos if you enjoyed watching this video from Africa Reloaded.