Pratique du Shadowing: How to Become a Marketing Superhero | Giuseppe Stigliano | TEDxRoma - Apprendre l'anglais à l'oral avec YouTube
C2
A few
⏸ En pause
Vitesse :
Toutes les phrases220 phrases
Si les phrases sont trop courtes ou trop longues, cliquez sur Edit pour les ajuster.
1
A few
2
weeks ago, I read this.
3
There are 6 billion people in the world who have access to mobile phones.
4
and only 4.5 people who have access to toilets.
5
In other words, it means that we have more smartphones than toilets.
6
It is such a great news.
7
It means that there are plenty of telecommunications companies who are making great deals,
8
phone makers and consumer electronics stores that are selling plenty of products
9
and marketers like me who are creating clever campaigns for these brands,
10
for these companies to support their sales.
11
And don't look at me like that.
12
I know what you're thinking.
13
Here is another hidden persuader trying to manipulate us to convince us to buy useless products and services.
14
But the reality is that we are all marketers.
15
Marketing is helping the world.
16
Look at this image.
17
Thanks to technology, now marketers can reach out to 6.5 billion people,
18
regardless of what they are.
19
And we can interact with them.
20
We can exchange thoughts.
21
We can recommend products.
22
It is amazing.
23
It wasn't possible only a few years ago.
24
And frankly, you should also think that you do marketing every day.
25
Yes, you too.
26
You are marketers.
27
Every time that you take a selfie,
28
you post it online, and you try to build your personal brand.
29
I do exactly the same.
30
professional marketers do exactly the same on behalf of their clients.
31
And your marketers, when you put on makeup,
32
when you decide what to wear,
33
when you decide where to go for dinner, we are all marketers.
34
And it's fine.
35
We see marketing even in nature, and it's fine.
36
Look at this male peacock.
37
He's trying to sell the product himself,
38
trying to attract as many customers as possible,
39
female peacocks, in order to maximize his return on investment.
40
And look at this female bear,
41
carefully choosing the right channel,
42
the river, to maximize her return on investment, salmons.
43
And coming back to humans,
44
How could we possibly choose among so many different
45
but very similar alternative products if marketers hadn't carefully designed a catchy packaging
46
and find a memorable brand name and paid attention to the product positioning on the shelf?
47
It'd be impossible.
48
The reality is that we need marketing.
49
In this part of the world,
50
we need marketing to make sense of our own existence,
51
to communicate with others, to build our identity and our image,
52
other than, of course, to choose the right products and services.
53
If we go back to the roots of marketing,
54
this is a definition given by Philip Kotler,
55
who is unanimously considered the father of marketing.
56
If you look at this definition,
57
marketing is not only useful, but even ethical.
58
So what is the problem?
59
What is wrong with that?
60
This is wrong.
61
We acted as if the resources on this planet were infinite.
62
We acted as if the only compass to follow was growth.
63
And this is wrong.
64
This is wrong.
65
They told us the business of business is business.
66
And if there are collateral damages,
67
well, they are technically negative externalities.
68
They are part of the equation.
69
It's fine.
70
This is wrong.
71
We created an unequal society,
72
prioritizing the vested interest of the few at the expense of the many.
73
This is wrong.
74
This is wrong because globalization can be something very good,
75
but if we don't care about the consequences,
76
then the planet will remind us of the consequences.
77
And we created a toxic cocktail of marketing, globalization, capitalism, and consumerism.
78
And this is the result.
79
This is wrong.
80
We abused globalization and thought that we could just delocalize production without paying too much attention to the details.
81
So now the point is,
82
how can we reconcile these contradictions?
83
This is the real question today.
84
How can we leverage the unbelievable computational power at our disposal? disposal,
85
that of virtual reality, augmented reality,
86
artificial intelligence, blockchain, 3D printing,
87
and what is the role of marketing in this effort to reconcile contradictions?
88
As you can imagine, given what I do for a living,
89
these questions have been keeping me awake for quite some time.
90
And then I had my epiphany.
91
I traveled back in time to the south of Italy,
92
to a region called Calabria,
93
to a little city, a little town called Castrovillari, where I was born.
94
The Romans gave to that part of the world the name of Magna Grisha,
95
or Greater Greece, because of the many Greek settlements.
96
Well, I was lucky enough to grow up there.
97
And one day, 25 years ago,
98
more or less, at school,
99
one of my professors told us an amazing story.
100
It was the story from the ancient Greek mythology of the daughter of two gods.
101
Aries, the god of war,
102
and Aphrodite, the goddess of love.
103
Can you see the power of this idea?
104
Two opposite, incredibly opposite contradictions.
105
Love and war united to give birth to a baby,
106
to a baby girl, to a child.
107
And what is even more impressive is the name that they decided to give to the child.
108
Harmonia or Harmonia in English.
109
She was the goddess of harmony, concord, and synthesis.
110
To me, the very existence of harmonia is the proof that 20 centuries ago,
111
ancient Greeks, among other Western and Eastern civilizations,
112
understood that the word is not linear.
113
It is actually full of contradictions.
114
And it's been like this since the dawn of civilization.
115
Think about it.
116
Male, female.
117
Day, night.
118
Odd, even.
119
Circle, square.
120
Light, darkness.
121
Good, evil.
122
And wise men and women,
123
in order to be successful in life,
124
had to reconcile these contradictions.
125
They had to deal with them.
126
They had to find a compromise.
127
They had to find a solution,
128
whether in their private life,
129
in society, in politics, in science,
130
in art, even in their own body.
131
So here is my epiphany.
132
Harmonia can fix our broken world.
133
But, harmonia can help us finding a compromise between the contradictions that I showed you before,
134
between the legitimate interest of companies to make profit,
135
and the consequences, the inequalities that this generated.
136
But it will be quite hard
137
because we spent the last few centuries trying to kill our own ability to deal with these opposites.
138
We decided that it wasn't very efficient to have nuances.
139
We decided that it was way easier to have black or white and to double down on one of the two.
140
We decided to sacrifice harmonia in the name of efficiency,
141
effectiveness, predictability, calculability, control, effectiveness, planning, if you want.
142
And we did that because the only way to achieve economies of scale,
143
of scope, economies of learning,
144
efficiency, is to have a very stable, predictable environment.
145
You can't deal with this chaos.
146
You need stability if you want to maximize the return on investment,
147
if you want to maximize your profit,
148
if you want to maximize the competitive advantage,
149
to exploit your competitive advantage as long as possible.
150
You need stability.
151
So do you see how complicated it is today?
152
We need to relearn something that we used to know,
153
that we forgot, and that we now need.
154
Because today's world is full of contradictions.
155
It's all about volatility, uncertainty, complexity, ambiguity.
156
So let's have a look at today's contradictions.
157
Humility and ambition.
158
We need to find a way to blend the two.
159
We need to admit that we don't have all the answers.
160
but we also need the ambition to write the rules of the game.
161
Art and science, assuming that they are two opposites,
162
if you think of Leonardo da Vinci,
163
was he a scientist or an artist?
164
Hard to say, probably useless to decide.
165
Short-term and long-term.
166
You can have short-term returns,
167
you also need to have long-term sustainability.
168
If we don't find a way to reconcile these two contradictions or these two opposites, we're lost.
169
Ethics and profit.
170
Finance and ESG.
171
Local and global.
172
Human and tech.
173
And while this list is by no means exhaustive,
174
I could have added virtual and real,
175
physical and digital, it gives you a very clear sense of the complexity we have to deal with.
176
So, we need to go back.
177
It would be hard, it won't be linear,
178
it would be very difficult,
179
but maybe there is a solution.
180
And of course, now you know me enough to know that to find the solution,
181
I had to go back to the ancient Greece.
182
Among many other very interesting things,
183
beside Armonia, they also invented heroes.
184
Think of Ulysses, Achilles, Iphigenia, Atalanta.
185
Women and men with superior abilities.
186
Women and men with superpowers,
187
as we would call them today.
188
They were the predecessors of Superman, Batman, Batwoman, Wonder Woman.
189
Human and men with superior capabilities, with superpowers.
190
This is what we need today.
191
We need to go beyond our limits.
192
We need to unlearn and relearn something.
193
And so, here is my eureka moment.
194
Here is my epiphany.
195
We need to, when I say we,
196
I mean marketers, the business community at large, everyone.
197
We need to relearn to accept ambiguity and ambivalence as inevitable variables of the status quo.
198
We need to start making products that are harmonic by design.
199
We need to consider harmonia our new modus operandi.
200
And if we are successful,
201
if marketers are successful, then we will lead the way.
202
We will be seen as a source of value creation.
203
We will honor the very first definition of Philip Kotler.
204
We will help and inspire companies to make products that are good for the company,
205
good for the customer, good for the planet.
206
This is possible.
207
I'm thinking of shoes that are fashionable,
208
good for performance, but at the same time are made of recycled materials.
209
I'm thinking of expensive devices that generate profit for the phone makers,
210
and at the same time they can be part of the circular economy at the end of their life cycle.
211
I'm thinking of expensive luxury products that are absolutely cruelty-free and child labor free,
212
even though they generate huge margins for the companies.
213
It is fine if we can reconcile.
214
And so here's my final dream.
215
A dream of a world where marketers and the business community at large can relearn to deal with these contradictions.
216
A dream of a world where harmonia becomes our superpower.
217
I dream of a world where marketing can inspire the next generation of products and services,
218
and I dream of a world where marketers can become the superheroes that this world desperately needs and deserves.
219
Grazie mille.
220
Thank you.
Télécharger l'application
Notation IA pour chaque phrase que vous prononcez
TRENDING
Populaires
4.9/5 sur App Store & Google Play
Shadowing English
Sur Mobile
Apprenez l'anglais à tout moment et n'importe où avec l'application Shadowing English. Améliorez vos compétences en communication dès aujourd'hui !
Suivez vos progrès d'apprentissage
Notation et correction d'erreurs par l'IA
Riche bibliothèque vidéo
Context & Background
In the TEDx talk "How to Become a Marketing Superhero" by Giuseppe Stigliano, the speaker highlights the fascinating dynamics of marketing in today's technologically advanced world. He draws attention to the staggering statistic that there are more smartphones than toilets globally, reflecting the pervasive nature of mobile communication. Stigliano emphasizes that marketing is an essential tool that not only drives consumer behavior but also connects individuals across the globe, allowing for an exchange of ideas and recommendations. He conveys the idea that everyone engages in marketing in their daily lives, whether consciously or unconsciously, from social media posts to personal branding. Understanding these concepts not only enhances our awareness of marketing but also enriches our English communication skills by exposing us to relevant vocabulary and expressions.
Top 5 Phrases for Daily Communication
- “We are all marketers.” - A reminder that everyone markets themselves in daily life.
- “Thanks to technology, we can reach out.” - Emphasizes the power of technology in modern communication.
- “Maximize your return on investment.” - A common phrase in marketing that applies to many aspects of decision-making.
- “Building your personal brand.” - Pertains to the effort individuals put into shaping how others perceive them.
- “Choose the right channel.” - Highlights the importance of selecting the right platform for effective communication.
Step-by-step Shadowing Guide
If you aim to enhance your English speaking skills through shadowing, particularly with the engaging ideas presented by Stigliano, here’s a useful guide:
- Watch the video multiple times. Focus on understanding the context of marketing and how it relates to everyday life.
- Transcribe key sections. Write down phrases that resonate with you; this helps internalize the phrases for comfortable use in conversation.
- Practice shadowing the speaker. Listen closely to his intonation and rhythm. Try to mirror his speech immediately after he speaks, a technique known as "shadowspeak".
- Analyze difficult phrases. If you stumble over phrases like “maximizing your return on investment”, break them down into smaller parts and repeat until you feel comfortable.
- Engage in conversation with peers or in self-talk using the learned phrases. This is critical for improving fluency and confidence—ideal for IELTS speaking practice.
By consistently utilizing this shadowing site method, you will not only improve your English speaking practice but also develop a deeper understanding of how marketing influences communication in our daily lives. Whether for personal growth or academic purposes, mastering these techniques can elevate your language skills significantly.
Qu'est-ce que la technique du Shadowing ?
Le Shadowing est une technique d'apprentissage des langues fondée sur la science, développée à l'origine pour la formation des interprètes professionnels. Le principe est simple mais puissant : vous écoutez de l'anglais natif et le répétez immédiatement à voix haute — comme une ombre suivant le locuteur avec un décalage de 1 à 2 secondes. Les recherches montrent une amélioration significative de la précision de la prononciation, de l'intonation, du rythme, des liaisons, de la compréhension orale et de la fluidité.
☕ Offrez-nous un café
ShadowingEnglish reste 100% gratuit grâce à votre soutien. Les coûts des serveurs et de l'IA sont élevés — votre café nous aide à continuer ! 🙏