So, one thing you'll notice is that we have a lot of different exception types. The big thing I want you to focus in on is this fact that they all become, or they all inherit from an object class. Everything is an object. Again, that's the mantra of Java. And it extends, look at that, a class called throwable, which then starts to flush out. The things that are very generic are starting to become very more concrete. And so, again, we can look at this and we can see, oh, well, my exception class expands out to all these different kinds. And we'll say, if you notice, we have this runtime exception. That's very generic still. But it expands out into things like our arithmetic exception, dividing by zero, trying to cast a class to the wrong type. We can go even further. Illegal arguments, number format exception if I'm doing, say, formatting with my dates and whatnot. No pointer exception. I haven't actually put anything in there. Index out of bounds. I'm going too far in my array. We have so many of these that one of the things we have to be aware of is now, how do I design out, say, a method that is going to be a little problematic? It might crash my program. So what we can do is, instead of running that try catch, what we can say is right at the end of my method, I design out this throws command. I add in this new $5 word right here, throws. And all that says is now I'm going to tell you what this method has the potential of throwing. And again, that's me kind of catching myself before it crashes. If, say, for example, my method tried to do 10 divided by zero, well, maybe my error is this equal does, so this is x divided by y, if x, if y equal equal zero, throw an error. Throw new arithmetic exception and give it some parameters. Again, the thing I want you to focus in on there is this idea, once again, that everything in Java is an object. And notice what I did there. I threw out this new command again, because again, I have to create this object, an instance of this class, which I do through the new, and I'm invoking this arithmetic exception's constructor when I do this.


So in this video we're going to look at the addition method for base conversion. This method allows you to do your arithmetic in the destination base. So it's nice when converting from say binary to decimal or base five to decimal. Anything where your destination base is something that you know how to do arithmetic in. So chances are that's usually going to be in decimal. But by the end you should be able to also do that in binary. And the way this works is pretty straightforward. We're just going to convert our source digits to exponents in the destination base and then add all those results up. So if I start with a binary number and I'd like to know what this number is in decimal. So in this case I know that this is one, four, sixteen, sixty-four. So I could just add all those up. If you're not quite so familiar with the exponents of base two, you're probably going to want to write some of this out and then do the addition. So I know that this is one times two to the zero or just playing one. This would be two to the first or two, this is two squared which is four. So I have one times two squared, two to the third, two to the fourth, and then two to the sixth. So in this case all I have are coefficients of one. So it's binary, all I'm going to have are ones and zeros anyway. This makes this really nice because now all I really care about are these exponents here. So two to the zero is one, two squared is four, two to the fourth is sixteen, and then two to the sixth is sixty-four. So I can just add all these up. Sixty-four plus sixteen will give me eighty, eighty-four, eighty-five. So that's the basic idea of how the addition method works. We're just converting these, finding their exponents, and adding all of that up. It works reasonably well for bases where you know the exponents. Things like binary you'll probably get used to working with. So it can be relatively easy to convert small numbers. If you start having larger numbers, if you start having larger numbers and you may not want to use this method, if you have a base that you don't know the exponents for or that has rather large exponents, you also might not want to use this method. Another example we could try. There's another binary number. And to convert this to decimal, I'm going to find all of these exponents that I'm interested in and just add them up. So I have two to the zero, two to the first, two squared, two cubed, two to the fourth, two to the fifth, and two to the sixth. So this is one, two, eight, thirty-two, and sixty-four again. Gives me ninety-six, one of four, one of six, one of seven. So again it's the same idea. We can do this with pretty much any base. This method just really lends itself towards binary because you'll end up being used to the exponents of binary.


The 9th of August. The International Day of the World's Indigenous Peoples. Picture this. On top of a hill, somewhere in Africa, is a group of women. They are singing a traditional song, doing a traditional dance. Wood smoke and laughter cascade from the door of a nearby mud hut where Nafula is stirring, Uigali, a maize porridge, in a clay pot. Two other women are carefully preparing a traditional meal of nettles and fermented milk. These are the women of the Singware tribe. On this hill, they plan to build a cultural center for their community. The Singware, Indigenous Peoples have lived in the Mbabiu Forest in Kenya for at least 200 years. They want a place from where they can safely pass on their Indigenous language and distinctive way of life. They want a place to safely meet as a community and also to welcome visitors. But will a peaceful existence ever be possible? Not too far away from this hill, the same women have been experiencing violent evictions from their home, the Mbabiu Forest. The authorities accused the Singware of damaging the forest. They are evicting the Singware from the forest by burning their homes and using intimidation against community members. Now, many women are husbandless. Some Singware men who are still in the forest live and make shift homes or caves, or in the hollows of trees. The Singware is only one group in over 476 million Indigenous Peoples living in 90 countries across the world. These Indigenous Peoples account for 6% of the global population. Indigenous Peoples have a special relationship with their lands and are the holders of a vast diversity of unique cultures, traditions and languages. Many of these groups face eviction from their ancestral lands, physical attacks and treatment as second-class citizens. They are being denied the opportunity to express their cultures. That is why the UN decided that an International Day of the World's Indigenous Peoples will be observed on 9 August every year. Nations are encouraged to participate in observing this day, to raise awareness and gain an appreciation and a better understanding of Indigenous Peoples.


I have been dreading this day, but we are starting the final four episodes of Mob Psycho 100 today. I say the final four because in this season each part or I guess like section has been broken up into its own sort of section and this one appears to be the last and it's like mob one two etc. It's been quite the ride especially with last episode seeing as the uh alien trip that we went on I don't really know how to describe it you had to be there but I'm excited to get into this one see what we I guess tackle next because a lot of loose ends are really tied up in Mob Psycho 100 and then this season has just been getting time with the characters that we've grown to know and love don't forget to drop a like on this video and uh let's get into it guys oh we've seen this flashback are we finally going to get some closure with suba me he either has to be accepted or rejected there's no between yep that's what's next baby that's what we got that's the loose end and honestly out of everything I think this is the last big loose end that I could even think of at least at this point in time maybe what mob wants to do in the future I don't know uh back to school I forgot we were on winter break it's been like a couple small time skips then homework from winter break that's cruel oh yeah that's as soon as I as soon as he said crash shovels what that's where the title is moving suba me is leaving oh no oh no the the time of it has shrunk quite extensively he's panicking yes and I think he has the confidence I think he's ready oh he knew right away everybody's thinking it if she's like the popular girl this is his greatest fight yet oh the first time we've seen it it arrived since temple are you saying brother he wants some riz tips I love how they're all like this guy's crazy why tea boys and baby that's the name I haven't heard in years oh oh what are they what what is this some ritual oh that's the best thing the body improvement club could have told him oh the best group in any anime ever holy oh ah she's back in the club I would have hoped so things were kind of repaired and they're back to just like hanging out gaming oh shoot he does seem like a slick guy hey you're not gonna make a move no no you all mob this one oh oh yeah I forgot about the earplugs yeah but that's like not genuine this is so dramatic bro okay no no no no no no no no no that's like his whole thing I wish you the best these guys are so wholesome is she just rejecting guy after guy I'm embarrassed for him oh my gosh the worst she could say is no oh my gosh there is no way they're lining up bro I don't even know is she waiting for mob mayhaps this is so funny man that's why everybody's being so dramatic about it they know how like the school feels about suba me he doesn't know oh man the day's over slide getting asked out oh yeah like everybody just kind of blends together he's not gonna stand out oh this is so sad he's still on it no if she likes him she likes him for like how he is now actual good tip finally some advice I think mob can be that guy I think so I didn't have she really feel I mean he knew her like even when they were even younger younger young he had a crush on her then they're both kids still but he's that longer connection no interest in other people but we have seen her like watching him from afar at like the different points of the show too I think he can oh this should be good I should just like write a paper about it he doesn't know oh no I don't know if coming the way you get is the best idea so he does like her for mostly just her looks but he doesn't like he wants to what he wants it to be more maybe yes Sarazawa who'd you have a crush on why can he not believe this oh he never had anyone I don't have to put your reasoning into words that's so sweet shut up right again bro is just like he's plagiarizing it was that day that's what we saw the flashback too I suppose because she was like intrigued by his power at first maybe she got to the point where she didn't want to like him just for his power but wanted to like him because of like him as a person that's why she's kept an eye on him go for broke oh no wow wait ringing with good advice yes smile for sure he'll know the words in the moment setting the moon bro he's just gonna walk up to her he's reading a guide classic reagan true actually yeah I don't know if he got the last part from online but that was that was pretty solid this is so sweet man like I said I like whether she says yes or no it's another loose end and something mom can get past but he knows how mob is yeah I can't believe he has that much self-awareness yep mm-hmm because the real him is uh is so pure and beautiful my god they heart bro no tell me he doesn't cut the bowl I mean it could look good that that way well oh that was uh that was like the ego handsome mob huh terry oh my gosh the person just the person to ask him about a haircut oh he just needed a hype man as many hymen as he can get they're like a flower or something actually true I'm usually the one getting asked out oh my gosh yeah it is a big cliche but I you know it's it's still nice yeah aw I think he's fine as is I mean this is what he always wears at least like outside of the house he's gearing up the time's arrived I like how Ritsu knew he needed to talk to mob when he found out the news like someone oh that's right yeah oh my gosh I forgot about all that from another school but she she said to her friend that she was lying there's a chance she likes mob like I said they've known each other for so long but Ritsu's the impression that she does like someone from another school is turn on that oh my gosh I just want to protect him he's getting something other the sites of my wallpaper he's so brave man season one mob wouldn't even think about doing this oh I'm so anxious it's gonna be like her mom or something oh yep mm-hmm ma'am good good work good work stay on the straight line you got this mob he walks out of the room he's a little like the like nervous tick I get it bro yeah yeah yeah say to meet up don't do this on the phone nice nice he's killing it uh Ritsu's coming out to check Ritsu's like a concerned father uh she said yes oh he's so anxious I'm surprised he's not skyrocketing from this bro this is a lot look at his smile oh my gosh he says no just let him down easy bro please oh my heart couldn't handle him getting rejected he's still yeah he's not freaking out or anything he literally talked to everybody look at him oh my gosh he's jogging but he's like he's keeping it up oh my gosh I could never have kids I couldn't handle him growing up he's growing up so fast right in front of my eyes he's getting flowers let's go very pretty no no no no it's it's subtle it's perfect oh my gosh plants claw guy oh he's gonna give up gosh take it I'm gonna cry bro this is so sweet everyone helped him oh my gosh is he asking this episode bro oh no oh no oh no oh I thought something was about to go horribly wrong man go little kitty cat was that like an omen what was that the child oh no oh no he doesn't have time he can't stop his oh he pushed him oh wait I swear to god if this show kills off mob in any form or fashion I'm going to be pissed it what was it an omen like the cat like him saving the cat and then it happening the like right after that again oh my gosh I have to stay optimistic and hope that like this entire incident ends up with her like like liking him or I guess going to see him in the hospital and her telling him that she likes him I don't know I feel like it would have given us a little tease that she was going to tell him that she liked him already but maybe not everything was going so perfectly this season has been ups and downs but a majority of it has been like I said us just getting time with the characters we know and love and this episode was the best example of it seeing as he went to literally everyone he knew and them being themselves knowing how they could help him in their own particular fashion but I didn't think it would end like that stupid kid man kids these days look up from your ds god dude it's kind of chilling a little game tone like how does this resolve this feels like a final episode type thing like will mob ever be the same after this I don't know who's worse the kid or the guy probably the guy driving the car he wasn't even looking oh yeah wait they were able to cross he straight up just blew through them whenever they had the right away what the heck no mom's not dead he moves what is happening just like expel all of his energy um I don't know I figured he would just be very hurt but is it just gonna expel a lot of his mental energy because he's like on the brink it's gonna be some like explosive energy from him being hurt so bad is there more we don't know about mom oh no the ground is shaking my phone is that him walking dude it was all going swimmingly this was it he was going to tell her they were evacuating the city they have no idea they think it's just an earthquake he doesn't know that it's mob it literally sounds like a kaiju bro outside that's an omen no oh the original glad cup that that he caught that mob caught wait what wait so mom is enormous that's mom he's actually walking mom is the kaiju but why would he just like grow in size man a dimple isn't here for him wait he doesn't look that big oh my god mom teru oh my god what a friend bro oh no tell me doesn't hurt teru he's not he doesn't seem like that shocked he's trying to calm down he's probably trying to be like calm to calm him down he's not freaking out or anything bro it's not even mob in there this is just like when they fought that first time it wasn't mob it was like the question mark percent oh the flower's okay I wonder if teru just thinks he got rejected man dog if he pushes teru back this hard who's gonna be able to talk to him ritsu soba me suba me reagan now all those three I think Reagan's got the highest chance of getting to him he's gonna really hurt teru if he stays in the way but where is he even going god that's squeaking he's gonna do my force brother he just watched that and then he's like I I'm still going in good friend man that is not mob that's a goddamn demon oh I thought he was passing out oh my gosh he literally shot at him he doesn't even care that he's like not even in the way he's still attacking him guy he looks sick though it's just like when they first met yep uh-huh he's not in there man god do all the lines hundreds of lines oh man they both fight that's why the music baby what did he teach him that was beautiful OST or was mob the vital boss of mob psycho yeah he knows that the mom's not in there because he's not this type and uh he'll not remind me of psycho helmet the flowers are still okay oh he's just protecting them yeah if he destroys those wait no don't destroy those protect that oh he saved them wouldn't he just like exploded rage if those got destroyed how he really knows it's not mom the triple replay god damn that's gonna hurt oh i guess it's more of a double replay well at least he's alive i think get right get in there get right get in there baby oh we got this okay dude they're actually staying in the city oh wait oh my gosh the body improvement club can talk to him wait is he catching up to teru oh my gosh he is i'll let you just chuck him out of the way dude if mob hurts any innocence then i can't imagine what would happen if he's able to be saved from this this this form of sorts how he would feel about it it would crush him teru is saving him right now an episode yeah he was in such a good place he's not always able to maintain this cool but it takes getting hit by a truck to do it is he gonna explode oh that effect is insane so many people will die he's breaking through his barrier too oh my god oh my god his hair how is his hair staying oh my i can't even imagine if he killed teru either little under random civilians it all comes full circle man like when he had no one or felt like it god he's come so far man seeing those scenes just makes it even i feel even more so oh god he can't get in he is in there that's him yes he got to him if only some he's conscious is he okay what would have blown his hair off between now and then he's alive oh my god even mob can't wait what is it i can't brother oh my god that looks insane it's equal he wants to see it that way even though he knows that's not true save to everybody god dang dude it does couple circle teru on the on the good on the light save to everyone at least in this area why can mom not stop it though he can't do anything he just has to watch my god those remind me of temple everything reminds me of him were these scars oh yeah oh my gosh they're stocking groceries is they're gonna take everybody to stop mom everyone we met they hear it protect our store they have to they have to stop mom oh my gosh oh my gosh they're gonna recognize him that'll make sense now who could cause as much destruction oh y'all are outmatch before what do you think about now guy's so cool he uses tongs now oh my god he's gonna kill both of them should have asked him for his phone number who oh because they were supposed to meet up and oh shoot she actually went to the meeting place oh my goodness gracious wait what if that's where he's trying to go no there's no way is he clearing just a straight path to it okay dude akka reagan get in there he doesn't know he's holding all the books here we go oh shoot man the military oh wait who are these guys these are espers I'm guessing wait that guy why does this guy look familiar I called him Connie oh oh shoot oh my god he's back baby he was a score wasn't he that's why I thought you looked familiar oh my gosh dog where's his son we could use him to brothers doesn't need a parachute okay dude oh my god it's gonna be the rematch of a lifetime boy they are not going silently into the night with a show man I mean everything from mob just getting hit by a car the shock value of that to them slowly roping in more and more people that we've known over the course of the entire show I already love how this episode gave us a parallel to the very first season the very first big fight how far both characters have come and now it's kind of showing how much it's going to take to stop mob I think reagan is going to be the final piece of the puzzle because he's been there from the beginning from the get go we know how important he is to mob but I think beyond that maybe super me is still the end goal I have a feeling that is where he's walking to but again I feel like he would have already been close to the park and he's already come a long way so I don't know how the logistics of that but dog it is his height back to back to back I'm ready to see how this all plays out if you knew the channel don't forget to drop a sub to see the rest of this and I will catch you guys in the next one peace peace


Good morning everyone and welcome. My name is Melissa Armell and I own a company called the Stock Swoosh LLC. I am doing a webinar this coming week on advanced technical analysis. I really focus all of my trading, everything that I do is based on price action and it's in an advanced manner that I trade its technical analysis, but it's in an advanced manner. So I'm going to talk specifically about this in the lecture on Monday. If you'd like more information, you can email me at Melissa at thestockswoosh.com. You can also go to Twitter, Facebook, YouTube, LinkedIn, Pinterest, and Skype and like me at any one of these places or feel free to reach out and call me at<PHONE_NUMBER>. So the lecture is going to be Monday, February 2nd at 4.30 Eastern Time. All you have to do is go to this link right here and sign up. Registration is required ahead of time, however it's free. You can go there, sign up and come to the lecture. I will be taking live questions at the lecture as well. And I'm going to talk about really learning how to do something in an advanced manner, even if you're just one individual trading by yourself. Just because you're one individual trading your own account by yourself doesn't mean that you can't think and act like an experienced professional trader. What really is the difference between a novice trader and an experienced trader? Well, an experienced trader knows that having advanced technical skills can make a huge difference in making money or losing money. It can also make a huge difference in making money or breaking even. And really there's a huge difference between that because you train to make money, not to break even. It's just a waste of time. And you certainly don't want to lose, you want to win. Having advanced technical analysis skills is an advantage. This is one of the reasons I'm such a good trader. It gives a trader an edge and it ultimately comes down to a full comprehension of price and how to utilize the reading of the price for profit. That's how you make money in the market. It's really just getting in at a certain price and getting out at a certain price. Profitably. I mean it's really just actually just all comes down to that. So understanding how to read price is a key ingredient in profiting in the market. Set yourself apart from the world of novice traders and investors by becoming an expert chart reader. And we're going to look at a few charts, specifically the market even in this lecture. Experts have knowledge, do their homework and read information in real time in the form of price patterns and charts. Learn how powerful price can be for substantial gains in the market. Know what to look for so you can trade to make money. What is important in the charts? Learn the science of price. It's really actually it's magical. And if you understand and can see and pinpoint the magic of price patterns that exists in the market, it will open up your eyes to really seeing how profitable the market can be if you understand it and know what to look for. Focus on the science and mathematics of technical analysis. Stop relying on needless indicators for your success. A lot of people are relying on indicators to make decisions if there was one specific indicator out there that told you everything you need to know accurately, then everyone would buy it and there'd be no one that would lose in the market. So that's just not even plausible or possible. And so many people rely on indicators to make any decisions at all. Get back to the basics of numbers. It's really back to the very, very crux of numbers. Numbers and price patterns and charts hold the key to making decisions ahead of time to profit and profit substantially in stock trading. Making money in the market involves making timely decisions based on price. Price supersedes everything else, even fundamentals, because it is happening now. And that is what is important. What a current company's value or worth is always reflected in the price before any fundamentals are detected. Price patterns and charts hold the key to making critical decisions ahead of time, which makes a big difference whether or not you make money or lose money as a trader. So this informative lecture on Monday is really going to examine the relevance of price to profit and how to make substantial money in the market. One of the highlights I'm going to talk about is the spy chart, because everyone keeps talking about the market. And so we're going to examine it during the lecture. Get back to the basics of old-fashioned price reading. Focus on reading the tape, which is really, again, the price. 2015 will be a great year to day trade the market or invest in it for longer term, but specifically for day trading, because the market's going to have a very momentous year. It's going to have a lot of movement of volatility, which makes for good trading if you're a day trader to make money. And if you want to take advantage of the opportunity that the market will bring you this year, then come to this lecture to learn how you can make that happen for yourself. You're making actually it happen for yourself by learning from me, because it's me that's teaching you what to do, and then you're taking information, and then you are putting it to good use for yourself. And that's how you do it. So here's the chart of the spy in the close on Friday. Last calendar day of the month was Friday, January 30th. Now, here we are. First day of the month of the calendar month of February is February 2nd, when I'm doing the lecture. So we're going to talk about the spy. And I'm sure this will be very interesting to many people to see. A lot of people think the market's going to crash, that it's coming in, that it's lower. And we did train down on Friday into the afternoon in closed red. We're going to talk about this more on Monday, because the fact is the market is actually still bullish. The market is in an uptrend, is holding the uptrend. I'm also going to discuss here another chart. This was a beautiful, beautiful, beautiful trade. You can see it here at cores, okay? And we're going to talk about some other ones as well. But this was one specifically that had a move that went to what I call the dream target. From the initial entry in this course to where it dropped on down, it went a dollar past even the dream target. And I just want to talk about how advanced technical analysis can not only help you find targets, okay? But also show you how things can work out better than expected. How do you know really what's happening in the live price action? That's how you know. That's how you would know to hold something like this. The move from the high of the day in this stock to the low of the day in this stock was more than $4. And this is how day trading can be something very profitable to do, to pay yourself for a living if you want to do it for a career, or if it's something you want to do part-time. Either way, if you know how to day trade, it can be very profitable because there's billions of dollars that run through the market. Consistently every day. It's just about understanding what's going on and how to read it. And it does take advanced skills. It's something however you can learn, this is what I am teaching people. This is a picture of me. And I like to say this as a quote that I have because it is so, so true. Becoming successful is not a function of luck. It is a function of skill. Again, honing and learning your technical analysis skills to become more advanced, more proficient, to become an expert. Become an expert in what you're doing in the market. You've got to build your skill. And therefore, if you can do that, you can create your own luck. I always say, I just let the market give it to me. I just let it give it to me. And then it does. So empower yourself to trade. Empower yourself to trade the market. Come to this lecture if you'd like to learn more information. I teach a class. It's called the Golden Gap Course. It is a full two-day course on how to strategically find pick-and-play stocks that are professional bearish gaps. Retakes are free. The class is also online. You can be anywhere in the world and take the class. The class is February 7th and 8th from 9 a.m. to 5 p.m. Eastern Time. The class is $29.99. If you would like more information or to sign up and register, email me and Melissa at thestockswitch.com. I'm the one that teaches the class. I do not tape record the class. It is a live class where I answer your questions live. So you'd have to be there live to take the course. And I think it's really important for people to be there live because of the fact that you're going to want to ask questions. And you're going to want to know the answers to the questions by me. Again, I'm the one that created the system that I teach the class, the information, which I'm going to talk about more on Monday. And the best person to learn it from is me and to learn it from me live. I take a lot of pride in teaching people, inspiring and empowering them how to learn how to trade and to become more successful. And to teach them the kind of advanced skills that I've honed in for myself. And I do that in this class. It really is an amazing class. I don't think anyone does my class and comes out of it ever looking at the market the same. That's how powerful my two-day class is. And not only that, it teaches you how to trade in the market for profit. And there's a lot of classes out there that actually teach you good information that don't really teach you how to make money in the market. My class actually teaches you good information and also how to really make money in the market. So if you'd like more information, email me at Melissa at thestockswitch.com. Again, I have a system. It is a proven system because it works over and over and over and over and over again. We're going to talk more about the spy in the lecture. Know that it's possible for you to be successful and you can do it. You've got to learn to love learning. A lot of people have been training for a while and think they don't have to learn anything new. That's not true.  So know that you can do it. Wherever you're at in your life right now, you can make the necessary changes. It's about loving yourself, loving the market, and loving learning something new. That's an advanced skill set, which I teach people. So again, the lecture is Monday, February 2nd at 4.30 Eastern Time. Click on this link right here. You can go to that and sign up. Registration is required ahead of time, however, is free. So everyone at the live webinar, have a great weekend.


Hi, this is the new login screen for Ubuntu 11.10 I'm running a alpha 3 version and there was an update last night Which has added the much-awaited Lightdm login screen. Now you can see this will be the new login screen for Ubuntu You can switch between users and you can see there is a cool tiny animation there You can select the preferred desktop session. There is Ubuntu or the default Unity 3D or If your hardware doesn't support 3D, then you can also choose the 2D session You have time here. The version of Ubuntu is here and here you can see the name of the machine I'm running it in the version box. So that's what you get to see here. Just enter the password and And you'll be greeted by the new Ubuntu We already talked about the new features of This alpha version which we discussed in a previous review, but you can I'll just give you a quick walkthrough Now they have removed this Me menu and now all you see here is system settings Display if you can manage your monitors if you're connecting projectors or whatever You can very easily manage it from just one click You can manage your Bluetooth devices You can manage startup applications, which is a very good thing if you are using big torrents or Alarms or something like that. You can also check the latest updates. Don't ignore updates always keep your system updated and Then you can also select printers very easily Then you have lock screen, log out, suspend, hibernate, shutdown There's one button which is missing here and that is stop Restart button, but that's a bug and they are working on fixing the bug Since Thunderbird is the default email client of Ubuntu 11.10 So it has a very good integration with the system notifications so here whenever you get a new mail you'll get notified now and The battery settings are great. This is version machine. So it doesn't much make much sense here So that's pretty much what it is Thank you


The manufacturer that is a physical ownership in the sense that you put it on your goodwill sheet Or you put it on your balance sheet or you put it on packaging But the true ownership of brands is actually in the minds and hearts of consumers. That's the first as you think about purpose Second every brand every company every CEO is now saying my brand is a purpose Is this what I call the do sir? This is the straight one the catch being just because you have a purpose You're not going to grow and I think that's very naive marketing and very naive thinking and very naive You know explanation to say my brand as a purpose it will grow and I'll explain to you why it's very naive The role of marketing and management has always been to propagate new ideas new concepts and broadcast them because The whole of management has been an intellectual pursuit Okay, we've always tried to analyze why something works why something doesn't work Put the best together and then propagate it either by an article or a book or a session like this That's what we've always done. So let's take a few things that we've heard in the past So I just take two of them and I I know that the exceptions But it's always good to look at them just to say where we've gone wrong. So number one We've always been told that if a company has more women on the board it does well Okay, we've always been told there are lots of empirical evidence lots of professors Maybe we should have put all board members of jet airways as women, right? Then maybe we would have saved that airline, right? I don't know Okay, so that this correlations in my book and I take time. It's not that easy Second we've always said innovation matters if you're an innovative company, you last forever and you'll do very very well Let me give you a great example of this Okay, and Ron was the most innovative company for a few years and number one The month before most of his leaders went to jail Okay, the most innovative company on the list blah blah, etc. Every single list till Jeff's killing everyone went to jail Okay, so the point is just because you have a tag called innovation You have a tag called women on the board. You have a tag called purpose does not guarantee you business or success That's my point. You have to do a lot more If you look at the great entrepreneurs of the past the Tatas the bill last Lord leave a Hume procter and gamble Cadbury you look at all of them. They had purpose Only thing is they didn't have social media. They didn't have people like you They didn't talk about it. That's all they all had purpose. What was their purpose? Their purpose was I live in this society. I will build a school for this society I'll build a library for this society. I'll employ employ people from this society and I will build my company So they were rooted in the society that they were born to They didn't say my purpose or something like that, but they naturally did it and it came naturally to them So that's one of the things we need to really think about Purpose is not something which dawns on us. We have to commit to it and we have to do it So do consumers truly understand this word called purpose or is it good copy for analysts shareholders and activists? That's my question So as I say is it just plain prose which is collecting a bunch of words putting it together to say I have purpose Let's look at it. So what did I do? Before I go there one warning. I'm not saying that purpose is unimportant. I'm not saying that at all What I'm saying is having a purpose doesn't guarantee success. That's all I'm saying Because this commentary which I hear is that I have a purpose and I'll grow. I don't believe that at all It happens to grow. That's a different matter. There is no correlation between Purpose and growth. That's my point So let's go. So I did a survey to check for myself Okay, can't our is the sponsor here. So I did a survey to check for myself whether consumers understand purpose number one and Do they understand the purpose of a few brands which we live with every day? That's what I did So let me give the results of it. So I asked consumers. What do you understand my brand purpose? Front and center was a big word called product in the word cloud So whatever consumers want they're saying get the product right Product is absolutely front and center Then people are saying this you have a certain pursuit. You have a certain trust You have a certain quality. You have a certain betterment, etc They come next but front and center is absolute number one is quality Then I asked for commentary to say Explain in words what purpose means to you this I just put a sample of them. This is what consumers said One consumer said not sure I mark the reds. No idea. Maybe it's to make money Some people think that fair the green ones Brands that serves some purpose of a greater good vision of the brand Brands intention of making a contribution to the world brands purpose to me personally is the very essence of brand existence So there are both sides It's not that the moment you say purpose everybody switched on and you know gets it right like price the moment You say price everybody knows what the answer is But purpose at least at this point of time people don't know Then I then I looked at some of the stats Half the consumers across the world say we will drop a brand if it's unethical That's to be expected in today's social media world The moment brands get unethical consumers say I don't want to deal with you. That's fair. You know, that's absolutely right second 91% of global consumers are willing to switch to a brand that supports a cause other things being equal Remember that other things being equal is the mandatory phrase other things have to be equal now. That's Pepsi Cola I'm sure all of you have read about it I was there in Pepsi when this happened Jenner Kendall and the ad of a can of Pepsi Cola trying to change the race relations in America Consumers are not stupid. That's what we learn. Which is my next race, which is Most consumers believe that brands cannot solve society's problems even if they claim to do so For example, can a brand solve the poverty problem in India? The answer is no Can any brand solve the traffic problem in Bangalore? The answer is no No, so you can claim what you want But consumers are clear that society's problems are the problem of society and the government Brands can profess to say what they want, but they don't truly believe it Which exactly what happened with the Pepsi can and the you know the race war in America? Because we were saying it's a big problem, but your brand can't handle it So if you look at purpose think of three things one what the world needs Second what you're good at third what you're passionate about The intersection of these three gives you some idea of the purpose that you should pursue That's where you will be the intersection of these three What you're good at what you're passionate about and what the world needs the intersection of this has Fertile area for you to discuss purpose So I checked a few examples. I checked three examples with consumers number one uber So what I have over over the next nine slides for each brand. What is the uber purpose as stated by uber? What do consumers take out in the word cloud as their understanding of the uber purpose Similarly for Apple similarly for Indian Express and you can see for yourself. There is some fit. There's not some fit So let's take what is uber's brand purpose? How many of you use uber at least once a month? Whole room. What do you think is uber's purpose? To to cheat people very good next anybody else don't Google it because I'm asking you Ah Convenience of ride now. Here's a bunch of very high IQ people right you guys are not upwards of 150 You don't know what the uber brand purpose is but you use it and that's the point I'm trying to make as long as it's convenient. It makes sense. You'll use a product or thing You don't use uber for the purpose it started with purpose comes later your experience with it Then drives you to purpose. So this is the uber purpose which is actually a very good purpose, huh? Make transportation as reliable as running water Everywhere for everyone That's a damn good purpose That's what I would recommend to you. I would tell you that there's a damn good purpose now Let's look at what consumers get out of this. This is what consumers say about uber commute travel transportation This is exactly what the consumer word cloud is on this thing So there's nothing like, you know, it's easy running water blob which etc Their experience is I've used it. It's convenient. I can call it any point of time. It's fine, etc That's what they're saying like somebody said route with cheaters the trouble is many, you know uber drivers I think are upgraded auto drivers. So they don't have a sense of what customer service is. Let's look at the next example apple So what is apples brand purpose another very good brand purpose? To empower creative exploration and expression This is apples brand purpose as stated by apple So let's see how consumers understand apple brand purpose. What is they take from it? This is what consumers understand from it innovation high quality great brand. That's it As long as apple sticks to that core they will win The day they move away from this right now innovation in the mobile phone business is negative That's why their sales are negative right now They're negative one last quarter trending down So as long as apple continues to be innovative Okay, high quality they will say The day they don't do that they will not say Okay purpose comes after that now. Let's look at Indian Express What's the Indian Express brand purpose here it is the Indian Express brand purpose is journalism of courage journalism of courage Now here's the closest fit actually if you look at what consumers understand look at that information people journalism truth awareness best unbiased Now loyalty clarity viewpoint All the words on that journalism of courage you get a lot more here. So these are three brands Stated brand purposes. This is how consumers understand them next The one place where I'm recognizing I am also part of the textiles business in the other table a group the one place I'm recognizing that purpose has a huge role is the fashion business In the fashion business whether it's Patagonia whether it's gap anybody if you are not caring for society Which is recycling of water? Ensuring that dice are safe and Anxiety ensuring that there's a circular economy to take back clothes, etc. This is absolutely fertile area If a brand is not sustainable you cannot sell to anybody in the Westwood So whether it's a gap with us Polo Ralph Lauren whether it's H&M with that Zara the first thing from a yarn to a fabric to a stitcher Is people are saying be sustainable. Otherwise, we won't touch you This industry is seeing faster purpose than any other industry that I'm tracking right now. This is number one The number of clothes being bought by people I'm sure the women here won't agree But these are facts the number of apparel being bought by people is dropping is Dropping by 40% over the last three years Believe it or not is dropping so people are getting more and more conscious saying I don't want to do this conspicuous consumption and waste resources This industry purpose will become extremely important. It's already important. It's getting even more important watch for this industry and its purpose So if you look at purpose and success because everybody tells you I have purpose and I will succeed I just thought I'll give you a two by two matrix to say Purpose is stated or unstated somebody has stated the purpose or not stated the purpose and The business has succeeded or failed. Let's look at the first box stated purpose Believe it or not. King fish. I had a damn good stated purpose go and look it up Believe it or not. No, I had a damn good purpose the best ever that I worked with connecting people or a lot of technology Businesses have connecting people as purpose Facebook has it. Okay, Twitter has it LinkedIn has it. No, I had it first Motorola Levi's they were the first to do gender equality They were the first to do talk about sustainability, etc. 15 years ago, and then they failed they went private now They've gone public again. Now they're succeeding block and a blockbuster big failure. So all stated purpose The brands finally failed or the business failed Unstated and business failure. I would say jet a ways where they said we just want to upgrade masses of people into this Let's look at stated purpose and business success. Walt Disney Lego Nike Southwest Airlines Netflix remark Very clearly stated and winning Unstated but winning a lot of Indian brands there Gadi Patanjali Nirma Nalli Saris winning big time They don't need consultants. They have a natural. I said entrepreneurs have a natural flair about what purposes and they do it, right? Okay, so this is what I would tell you Here's a company purpose. It was terrible. I won't name the company. It said in 2010. No child left behind. No child hungry by 2020 I talked earlier that a Brand or a company can rarely solve society's problems This is one of those examples. You cannot solve this problem whether you like it or not You can be part of it, but you can't make a definitive in a statement like that Here's a great example and this is what consumers reward you for.  That's what their purpose is. They have 2800 stores They did this in 2014. You know what they did they said because we our purpose is helping people live healthier lives We will stop selling cigarettes in all our 2800 stores Cigarette sales cigarette sales at that point of time in their stores were two billion dollars Two billion dollars. They said we'll walk away We will not sell cigarettes in our stores Here's what happened as soon as they said it the day they said it the share price fell The coverage in Wall Street over the next few days was these guys can't make it work. This will fail No chance that this will ever work However, they got new business from people who said hey, that's a good purpose. We now want to work with you Can we put our range of products in your shops? No other chain stops selling cigarettes Here's the interesting part in every district or city where there was a CVS store sales of cigarettes fell 1% Because it went into a wider loop where people said hey, this is right. What these guys are doing is right Their stock price ended up at the end of one year from 64 dollars to 113 dollars So that consumers recognized and rewarded say that's a brave purpose. You're living your purpose So my point is you can say I need healthier lives But when your actions don't match it people say that's not smart, but when your actions match it people reward you At the same time in the same breath I must also tell you in the outlets of CVS nicotine patches went up by 4% Cigarette sales they went to zero Cigarette sales in the district neighborhood dropped by one, but nicotine patch, which is a fix for a Smoker those sales went up This is a very good example of living your purpose and delivering on it. That's what I want to tell you so My last six slides for you number one writing a purpose statement is an easy fad Living it is very very difficult That's what I want you to think about. It's extremely easy for a bunch of people to put 10 words and say this is purpose But it's extremely difficult to live it. It's not easy so that's statutory warning number one number two Every company has purpose Every company in a country has purpose Every brand at a global level and at a country level as purpose One of them has to be bland Correct because all purposes won't match right Because if you say every brand has to have a purpose every company has to have a purpose it won't match Something will give way. So let's look at some of this. Okay to give you an example Unilever purpose across the world is add vitality to life We serve every day needs of nutrition hygiene and personal care. You can't get blander than that That's their purpose stated a brand can have a more important purpose like that which says I want to improve the confidence amongst girls That's more tangible But I will serve everybody everywhere every time. That's too bland. Let's look at Nestle. Their purpose is good food good life We make food tasty and nutritious That's their purpose. Let's look at PepsiCo sustained growth by making More nutritious products and we'll take care of plant Sorry the planet people and products. That's PepsiCo purpose So at a global level, you'll have a purpose at a country level, you'll have a purpose at a brand level You'll have a purpose and trust me one of them or two of them will be very bland Will be least inspiring. That's the challenge with purpose It's easy for one brand a Technology type of a brand like Uber to have the same purpose across the world. It's very easy But for most of the brands, it's a little more difficult than that Purposes is a binary game. Either you do it or you don't there are no shades of they If you say something you commit to something then you have to deliver big time on it You can't say something and not do it.  I don't trust this brand anymore Number four purpose after doing it must finally give you Social value and hence social capital. What are you shooting for? You're shooting for the good word of society, which is what every entrepreneur 200 years ago went for You're shooting for the good word of society and hence if you get your purpose, right? If you deliver on your purpose, then you must get social value and social capital That is what it should lead to Okay, your license to operate in that society is what? You should really shoot for So what's at the heart of great brands hasn't changed over decades? And over decades the heart of a great brand has been great value first Encompassing great quality delivering more than the promise staying clean and ethical caring for society taking care of people and the ecosystem This is what a brand has stood for time immemorial. That's not going to change It will never change Which our way consumers can get it they will go for that. That's the combination which is the holy grail which we shoot for so in summary is The concept of purpose new my submission to you. No It's not new it's old hat Every entrepreneur had this in him and everyone entrepreneur did it over the last 200 300 years Whether it's a Rockefeller's or anyone second do condos consumers understand purpose roughly Can they play back purpose to you like they play back your positioning in advertising? The answer is no They cannot play back your purpose Because in purpose you're shooting for something much grand with in a grand vision and you know serving the world Is purpose the core and does it help growth? My answer is no Brands which are good, which is the definition I gave you of why a brand sells if it does that even if it doesn't have purpose it will grow if It has a purpose then you can classify it as a brand Which has great value and also has purpose and it grows a Brand which does not meet that criteria which I talked about quality Ethical XYZ whatever purposes has it doesn't work Like what happened with Enron like what happened with jet airways in the examples of innovation and women board members And the challenges with purpose as I've mentioned to you is it's a zero one game Either you do it or you don't if you say something and don't do it you get beaten up really badly in a social world So finally why are people talking about purpose now? I believe people are talking about purpose because of the times we live in which is social media In the past the media determined what they said about a company or a brand you had no control Today consumers have control over brands So more and more brands want to talk to more and more consumers hoping that they're able to convince them and appeal to their heart Saying this is what I'm doing if and my final argument if Brands Had purpose and was truly understood then I don't think The government of India or anybody has to enact a CSR law Would have done it anyway think about it Okay, so any which way you look at it Purpose is important, but it's not the guarantee of success That's the point. I want to leave you with okay, so thank you very much.