From Event to Action: Accelerate Your Decision Making with Real-Time Automation
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AAS Imagine '09: The Power of Informed People by Brian Guido Hassin
1. The Power of Informed People One entrepreneurâs journey through thought, emotion, and human irrationality @guido23
2. I am Bryan Guido Hassin, a green technology executive/entrepreneur Founded/led four startups Plug-and-play office energy savings Smart energy Social business card Mobile/wireless disaster response Educated at Rice (computer science) and IMD (business)
3. Iâll share this presentation on human behavior as a storyâmy own entrepreneurial journey
4. I grew up inspired by the space industry March 23rd, Wernher von Braunâs birthday Houston, TX Rice Football Huntsville, AL
6. I grew up inspired by fights against long odds My fatherâs fight against cancer Football for nerd schools Epic myths, stories, films
7. I am a capitalist Capitalist entrepreneurship is an efficient driver of innovation
8. I believe energy represents the greatest challenge of our generation Supply: time is running out! Environment: time is running out!
9. My mission: build a business that uses information technology to address the energy challenge Inspired by the fight against long odds That fight is energy Business is the best vehicle to address it Information technology is a powerful tool to use in the fight
18. Presented the right wayUsing information to create value efficiently; Marchand, Hykes; 2009
19. Six golden rules dictate human response to information 15 Measure, measure, measure Immediate feedback Create competition Address risk Create prudent default options Provide emotional support
20. Human Behavior 1: what gets measured gets done Inverse: you canât manage what you donât measure 34.5 MPG 16% fuel economy increase A prototype fuel efficiency support tool; Mascha van derVoort, Mark S. Dougherty, Martin van Maarseveen; 2001
21. Human Behavior 2: feedback must be instantaneous and show a causal relationship between action and results
22. Human Behavior 3: competition multiplies behavioral effects Poken Points: public status to reward activity Clear, instantaneous feedback Result: motivated fans going beyond for points
23. Human Behavior 4: fear of loss > excitement for gain Fear of loss motivates people to buy high, sell low
24. Human Behavior 5: people prefer the path of least resistance 20 Default Option Nudge; Thaler, Sunstein; 2009
26. Human behavior is at the root of the energy solution and information technology can capitalize on it 22 Case study: using information-adaptive human behavior to eliminate energy waste Measurement Immediate feedback Create competition Address risk Create prudent default options Provide emotional support
27. US businesses alone spend $9B/year on energy for office equipment 23 Office equipment energy: $9B, 20m tons CO2/year $1B for equipment in standby Energy prices forecasted to increase Offices use 3x energy per capita as do homes Source: Energy Information Administration / Annual Energy Review 2007
28. Enistic eliminates energy waste by providing people with the right info at the right time the right way 24 30% Energy Reduction! Measurement Immediate feedback Create competition Address risk Create prudent default options Provide emotional support
29. How can any of this benefit the space industry? 25
30. Lessons: fight the long oddsâitâs what makes us human âNever tell me the oddsâ â Han Solo âWe choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skillsâ â JFK
31. Lessons: life is too short not to do something youâre passionate about
32. Lessons: seek support in your secure bases Human Behavior 4: fear of loss Secure bases will love you even if you fail Secure bases give you confidence to take risks Identify and lean on your secure bases 28 Hostage at the Table; Kohlrieser; 2006
33. Lessons: empower your feelings âLet go of your conscious self and act on instinct . . . Stretch out with your feelingsâ -- Obi-Wan Kenobi Star Wars Episode IV: A New Hope
34. The Power of Informed People One entrepreneurâs journey through thought, emotion, and human irrationality @guido23