UNIT 1Welcome to Insidermedicine In Depth. I'm Dr. Susan Sharma.Focusing time and energy on the most personally meaningful aspects of their work may help physicians avoid burnout, according to a survey published in the Archives of Internal Medicine. Here are some consequences of physician burnout, published in the Annals of Internal Medicine: •Increased risk for substance abuse•Damage to personal relationships, and•Increased risk for developing inappropriate prescribing patternsResearchers from the Mayo Clinic in Rochester surveyed over 550 physicians in the department of internal medicine at a large academic medical center. The survey included questions about job satisfaction, emotional well-being, and the aspects of the jobs that were the most meaningful.As many as 34% of respondents met the criteria for burnout, including emotional exhaustion, depersonalization, and a low sense of personal accomplishment. The 88% who said they spent at least 20% of their working time on activities they found to be the most meaningful had about half the burnout rate of those who did not.Today's research highlights the need to optimize career fit among physicians in order to reduce burnout rates.For Insidermedicine In Depth, I'm Dr. Susan Sharma.1UNIT 2So I work in marketing, which I love, but my first passion was physics, a passion brought to me by a wonderful school teacher, when I had a little less gray hair. So he taught me that physics is cool because it teaches us so much about the world around us. Tonight I'm going to spend the next few minutes trying to convince you that physics can teach us something about marketing.So, quick show of hands —Who studied some marketing in university? (Show of hands.) Who studied some physics in university? (Show of hands.) Ooh, pretty good. And at school? (Show of hands.) Okay, lots of you. So, hopefully this will bring back some happy, or possibly some slightly disturbing memories. (Laughter.)So, physics and marketing: We'll start with something very simple, Newton's law: "The force equals mass times acceleration." This is something that perhaps Turkish Airlines should have studied a bit more carefully (Laughter.) before they ran this campaign. (Laughter.) But if we rearrange this formula quickly, we can get to acceleration equals force over mass, which means that for a larger particle, a larger mass, it requires more force to change its direction. It's the same with brands. The more massive a brand, the more baggage it has, the more force is needed to change its positioning. And that's one of the reasons why Arthur Andersen chose to launch Accenture rather than try to persuade the world that Andersen's could stand for something other than accountancy. It explains why Hoover found it very difficult to persuade the world that it was more than vacuum cleaners, (Laughter.) and why companies like Unilever and P&G keep brands separate, like Oreo and Pringles and Dove, rather than having one giant parent brand. So the physics is (that) the bigger the mass of an object, the more force is needed to change its direction. The marketing is, the bigger a brand, the more difficult (it) is to reposition it. So think about a portfolio of brands or maybe new brands for new ventures.Now, who remembers Heisenberg's Uncertainty Principle? Getting a little more technical now. So this says that it's impossible, by definition, to measure exactly the state, i.e., the position, and themomentum of a particle, because the act of measuring it, by definition, changes it. So to explain that —if you've got an elementary particle and you shine a light on it, then the photon of light has momentum, which knocks the particle, so you don't know where it was before you look at it. By measuring it, the act of measurement changes it. The act of observation changes it. It's the same in marketing. So with the act of observing consumers, changes their behavior. Think about the group of moms who are talking about their wonderful children in a focus group, and almost none of them buy lots of junk food. And yet, McDonald's sells hundreds of millions of burgers every year. (Laughter.) Think about, er, the people who are accompanied shops in supermarkets, who stuff their trolleys full of fresh food, er, green vegetables and fruit, er, (but) don't shop like that any other day. So luckily, the science —no, sorry —the marketing is getting easier. Luckily, er, with now better point-of-sale tracking, more digital, er, media consumption, you can measure more what consumers actually do, rather than what they say they do. So the physics is, you can never accurately and exactly measure a particle, because the observation changes it. The marketing is —the message for marketing is —that, er, try to measure what consumers actually do, rather than what they say they'll do or anticipate they'll do.UNIT 3Interviewer: It is a tough time right now for anyone to find a job. It’s particularly hard for some college grads. A lot of people are at least worried about what they’re gonna do in terms of finding a job when they graduate. So let’s bring in Eric Yaverbaum, he is president of here, uh, with some tips for us. Thanks for being here, Eric.Eric: Thanks for having me.Interviewer: Talk to us about, people that are just about to graduate from college or maybe they recently graduated. They are trying to get a job. Tips for them. What do they possibly have to offer employers that other people might not right now?Eric: Well, you know, one, it’s a new world, and you got the generation born with a mouse in their hand; it’s graduating. And a lot of people who want that generation working for them, that’s an incredible talent set that not everybody has. Um, two is get real experience, I mean if you get while you are in college, just great. If you can’t get a job, get an internship. There is a big difference between those who have internships and those who have experience and those who don’t. I can tell you as an employer is that we get a stack of resumes more than ever obviously now. And the ones that we pull out are the ones that have experience and those of people who did internships.Interviewer: You know there are a lot of people applying to graduate school right now for a professional degree and going for higher education, hoping to ride out this recession and this extremely weak job market. Some tips for them in terms of being able to afford higher education or possibly asking teaming up with employers. Or some employers will pay for part of a degree if it ties in right with the, with what they do and if you’re going to assure them that you work for them for certain money, is that so around?Eric: Yeah, it’s still around, but it’s a lot less. It’s just like universities. They have a lot less to give. Corporations have a lot less to give, so in part you are on your own. But knowledge is power. You need to be empowered with the information that will serve you best and you’ve got to, that education will always pay off in a long-term. Times are tough, I know, they will not always be like this. We’re the big bad United States and we will come back and your education will be a value toyou.Interviewer: We will leave it there, Eric. Thank you so much people can learn more on ...Eric: , you can make, you can see a 360 degree perspective of any college you might wanna look at.Interviewer: Alright, there we go, thanks Eric.Eric: Thank you.UNIT 4You know that old adage that laughter is the best medicine. Well, studies have long shown that laughter can have a positive effect both physically and emotionally. In South Korea, a nation more used to keeping its emotions in check, at least one hospital is encouraging patients to let loose on their regular basis. Here’s our digital reporter Joohee Cho.Laughing, for these cancer patients and their families, is a weekly exercise. It’s something that doesn’t come too easy for them, but an hour of laughter is all it takes to fight depression that often follows chemotherapy. Lim Song Li, a therapist at Seoul National University hospital, was once a depression patient herself. She now is a laughter therapist and says when you laugh, blood vessels expand, and sugar levels drop, producing an abundance of hormones linked with happiness and pleasure. But in Korean culture, where Confucian tradition dominates social behavior, laughing is not such a natural thing. Korean men are taught not to cry more than thrice in their lifetime. And the sound of a Korean woman’s laughter should not be heard outside the fence of her home.But inside this hospital, they’re letting it out. By the end of the session, their make-belief laughs somehow become their own.If laughing requires effort, more natural to Koreans, it’s singing. The sing-song star guru, famous for her therapy sessions to fight housewife depression, Jeong Ji Song says singing is an easier way to express inner feelings, especially for Korean women brought up in a conservative background. For some these classes can be a stress-management tool, but for many more who suffer from depression, learning to sing out their heart can be a healing process.It not only helped this woman to come out of severe depression, but it also presented her with a new career. She swallowed 90 sleeping pills after her husband cheated on her, she says. But after taking up singing therapy, she found a talent in herself —cheer-leading. And now the new Ying Seung Woo is taking courses to become a certified therapist. And her dream to be up on that stage with her teacher, helping others once depressed like her may not be too far away.Joohee Cho, ABC NewsUNIT 5JENNIFER: I’m Jennifer Morris. We’d all like to live a healthier lifestyle, right? Whether that means getting more exercise, or kicking a nasty habit, or losing weight. But how do you get started, you know, what do you do? We’re back here with Trisha Calvo, executive editor of Shape Magazine with some more helpful hints. Hi.TRISHA: Hi.JENNIFER: How are you?TRISHA: Good.JENNIFER: So you have a half plate rule, can you tell me about what that is?TRISHA: Yes. I think for health or weight loss one of the most important things you can do isfill half of your plate with fruits or vegetables at every meal. What that does is it helps keep your calories under control. And it also ensures that you are getting plenty of fiber, phytochemicals, vitamins, and minerals in your diet, which help control all your risk factors for diseases like heart disease, cancer, and it can even keep your skin looking wrinkle free and smooth and healthy, and glowing.JENNIFER: So what about the medical piece. A lot of people don’t go to the doctor enough, or they make appointments and they break it. What do you think about that?TRISHA: I think that, you pick a day, you know, whether it’s your birthday, and I think that’s a great day for people to sort of take stock of their health now that you’re older, and I think that what you can do is you can sit down and you can say, ok, this week I’m going to make all of my doctor’s appointments. I’m going to schedule a screening with the dermatologist for my skin cancer check-up. I’m going to get a mammogram if I’m a woman. I’m going to schedule my gynecology appointment so I can get my Pap Smear and my check-up. I’m gonna schedule my physical, now you obviously don’t have to go to the doctor on that week. But if you take an hour one day, and you just sit down and you make all the appointments over the next couple of months, you’ll have it in your calendar. And you will make sure that you are getting the preventative care that you need to catch a problem before it becomes a real problem.JENNIFER: Uh-huh, uh-huh. And lastly what about down time? I mean, we all live such busy lifestyles, it’s so hard to find down time.TRISHA: We are so busy and stress increasingly —researches’ve shown that stress has become a factor in a lot of diseases. Everything from catching a cold, to developing cancer, to developing heart disease, even depression. So it’s very important to take time for yourself during the day. And it can be just anything that you enjoy. Uh, you know, it doesn’t have to be, like “oh I need to get a massage, I need to officially relax”. It can just be, you know, I love my dog. I’m gonna play with my dog for ten minutes; I’m just gonna make that my coming home ritual. Or, I love…you know, historical fiction; I’m just gonna carve out fifteen minutes a day to read something that I really really enjoy. I personally, I am not happy if I am not reading a novel that I’m really engrossed in. And I just make sure that I have one in my bag at all times. And whenever I have a couple of minutes I just pull it open and it makes me happy. And it relieves the stress. And I think that everybody has something special like that that they love.JENNIFER: I mean it’s nice to think of it in small increments because I think we get overwhelmed looking at the whole picture when there are just small things that you can do throughout the day.TRISHA: Absolutely.JENNIFER: So what about exercise? Is that…is there similar things?TRISHA: Walking is one of the best exercises and you can do it anywhere, and it’s easy to do. And it does…you don’t have to be a super athlete to be able to do it. Ten minutes, just take ten minutes.JENNIFER: How many calories do you burn in ten minutes?TRISHA: A hundred forty-five pound woman, if she is walking briskly, about a hundred. JENNIFER: Amazing.TRISHA: Yeah, so you really, you got to kick it up a little bit to burn that many but brisk walking is great for your heart. Even slow walking is good for you, its good for your health; it’s good for your weight control. You know, obviously the more you can walk; take the stairs insteadof the elevator. Uh…Walk to appointments, get off, you know, park your car a little bit further away from the entrance to your office, or the mall. And walk, even those little things during the course of the day add up.JENNIFER: Thanks, more great advice from Trisha Calvo, executive editor of Shape Magazine.UNIT 6(Applause.) I'm gonna talk about a very fundamental change that is going on in the very fabric of the modern economy. And to talk about that, I'm gonna go back to the beginning, because in the beginning were commodities. Commodities are things you grow in the ground, raise in the ground or pull out of the ground: basically, animal, mineral, vegetable. And then you extract them out of the ground, and sell them on the open marketplace. Commodities were the basis of the agrarian economy that lasted for millennia. But then along came the industrial revolution, and then goods became the predominant economic offering, where we used commodities as a raw material to be able to make or manufacture goods.So, we moved from an agrarian economy to an industrial economy. Well, what then happened over the last 50 or 60 years, is that goods have become commoditized. Commoditized —where they're treated like a commodity, where people don't care who makes them. They just care about three things and three things only: price, price and price.Now, there's an antidote to commoditization, and that is customization. My first book was called "Mass Customization" —it came up a couple of times yesterday —and how I discovered this progression of economic value was realizing that customizing a good automatically turned it into a service, because it was done just for a particular person, because it wasn't inventoried, it was delivered on demand to that individual person.So, we moved from an industrial economy to a service-based economy. But over the past 10 or 20 years, what's happened is that services are being commoditized as well. Long-distance telephone service sold on price, price, price; fast-food restaurants with all their value pricing; and even the Internet is commoditizing not just goods, but services as well. What that means is that it's time to move to a new level of economic value. Time to go beyond the goods and the services, and use, in that same heuristic, what happens when you customize a service? What happens when you design a service that is so appropriate for a particular person —that's exactly what they need at this moment in time? Then you can't help but make them go "wow"; you can't help but turn it into a memorable event —you can't help but turn it into an experience.So we're shifting to an experience economy, where experiences are becoming the predominant economic offering. Now most places that I talk to, when I talk about experience, I talk about Disney —the world's premier experience-stager. I talk about theme restaurants, and experiential retail, and boutique hotels, and Las Vegas —the experience capital of the world. But here, when you think about experiences, think about Thomas Dolby and his group, playing music. Think about meaningful places. Think about drinking wine, about a journey to the Clock of the Long Now. Those are all experiences. Think about TED itself, the experience capital in the world of conferences. All of these are experiences.。