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DR2023 Robert Williams - Stop The Report! The Power of People. Re-Igniting the Delivery of Customer to Client

DR2023 Robert Williams - Stop The Report! The Power of People. Re-Igniting the Delivery of Customer to Client

We've all been there; a mixed methodology research assignment inclusive of behavioral, attitudinal, qualitative and quantitative packed full of customer insights ready to change the world... only for that Powerpoint to sit in an executives inbox for months on end, ignored or overlooked.

How might we bring the value back to research reporting? By bringing humans together to understand research outcomes in a workshop rather than a report, we make our insights relevant and valuable.

Strategy comes to the fore, and human connection and empathy direct to those that need to hear it... and take away what is most valuable; the change it needs to be.

uxaustralia
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March 16, 2023
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  1. N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    .ca e.a ca [email protected] .c 0447 904 255
    UX A a a
    D R a c 2023
    T a , 16 Ma c 2023
    Ca ed b : Ka e A a & Be ade e McG d c

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  2. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    50
    e ea ch de e ed, a c a he e f e , ea e e
    e c g R be he age, he . (APPLAUSE)
    ROBERT WILLIAMS: I ha e e e ed ha he I a e a h , I ge
    a e face. H , h g d be g ge he he ? F
    e, a e b ab e f bef e e d e e e a , I
    e e . I a e a d . I ha e bee g e e f a
    g e. I a e f h e c h e b c ea g. Be g
    he e a de gh f e, a he ha ee g Z , ch
    be e . S f h e e e h a e a ch g Z a h e.
    I a a e ea che , I a e a e a e a d a a c d
    e f . E e h g I ha e hea d h gh h c fe e ce ha he e
    ea e he e ab d c e a d a f g a d he
    f e b f ha e d a a b a d a a e a d e ec a d h b
    ch c e c b e h e ea ch de e , c b e h a f
    a d f a e a d he e e e d a d . N ce ha e I
    hea d he d Cha GPT. I a c d f, a d I ea e e ha e
    d ffe e e e e a f d ffe e d e , d ffe e ca e , Na
    a ed ab a a ge ca e, e f he ga a , ga a
    ab 20 e e e a a a g e e . Wh eg a g
    gh , c de g eg a g Cha GPT ce ? Ha d
    a a c c d f. Tha e e g.
    I h de c a a f de g a d ha c e e ea ch
    e e , ha ea h e da a, he h f ha ea
    ha ha da a e e e , e f he e eeded be d.
    The e a c e he e ha I d e c ac e . E e h g
    c b ed ge he ead e ea ch e . Tha ha a e
    e, a d I a e e' e a ed . We ha e e a d a
    a d de a d a dec a d e g e c e . I ha

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  3. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    51
    e , ha e f g e ea e e he e e ha d
    ha ac , a ha a , a ha a a , a h e gh ac
    he c e . I ha e e ha ea c c a .
    I ha e bee UX f a fe decade , e a g e. I a a
    g a h c de g e bef e ha . I ha e ee a . I a de e de f
    h e he , I a g f a f he h g I a g g a ab .
    Wha I a g g a ab da a f a e , ' a de .
    I a a f h g. I c de a e f ha he e e
    a e g g h gh a e ea ch ec a e he ece g e d
    f a e ea ch ec - a be he e a e e c e he e - h d e
    e ha ? H d e a a e a d a e f a e? I ha e ee
    e d , a d I g e a a a ec d e f ha I a
    a g. I a h g f I a g g b g e h g , ha
    be a ab e a d be c e e a a f g?
    M a . We e e de e g a a ge ece f e ea ch
    W h e ea ch. O e e e e a d c e a e ,
    be g f f h e, e e be h e? S e , h e d e ,
    e a h , a he e. A b g ece f . Tha e a
    e 100 age g. The e he e a e Z . I a a Z
    de e ed e . Tha , COVID. Whe I de e ed ha e , I ha e
    bee de e g a f e fe e, he I de e ed ha
    e , a f e e e e e he . I c d ee he ec face
    ha I had bee g h, I c d ee he g da ce e e h
    de d ha e d . The e e e a f e face ha , e,
    he a eh de , he e ec e e a d a be he CEO f W h
    a he a he e. I fe e - a d I d d ' ea e h a he
    e - fe e I a g h a e b de he a d
    a g "Ye , he e b g h g I a g g h ". I g a c
    a d ha e a d I a ch g a a a , a e, f a e fa g

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  4. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    52
    e e he e. T h Z , g g h gh h a e dec , h
    a e e e ce, I h a he e I ha e e e had he e I
    ea ed. I e a had bead f ea f ehead. I ea ed a a
    ce a he ' e ge g . C ec , he bab a e ge g
    b he e ch he e, e he g. I ch a e
    b a d a d he ' e g he a e e f ha I ha e d e.
    Ye , he e e e e e he a d e ce h ha e g , b h e h
    eeded hea , a b a d e he a d he d d ' e
    d, he d d ' de a d he ce . The a ed ee e h g
    ha a a ab e a d a g b e he . "He e ha b de f , g d
    c h ha ".
    T da I a g g a ab ha e e. The a e
    f da a a d e ea ch. Wha d ea c e . Th
    a g a a f c e beca e ha ca eab e. We a c e f
    d ffe e ca e ha e d ga a f a a ge.
    Th c ea g a age ha c e a e e g b e ca '
    c d c e ec e h g. I ha . I a e a a f h g
    h ca e d e g be e ? Wh ad a dec de a e
    e ea ch de a ed?
    I ha e ea f a g e a d e f ha e a e h
    h ch he e e a e d a a e e a a e a c a ,
    I h a e a a a c e f ha a d I a a e a
    ea e h g a a f da a d h h ca I c e h
    ? Wha I d a d a c a he c e de e .
    Th ab h e . We ha e hea d a h gh he a
    c e f da ab he b ef g ce , he e ea ch ce , he
    f d g ce , he e a e he e de e . I h g
    be d ha . I h g be d ha e. Th a ab
    e e. Th ab e e g e e. A e a a e ea che ,

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  5. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    53
    e e a e ' e ea ch a c a . Pe e a e c e . Pe e a e
    e e . Pe e a ha e a ce a d a eed. Pe e e e e h g.
    Tha e a a . H gh e ac a e ha edge f
    e e ea e ha h ch ha e d a ea e e b d
    h eed hea ha a e. A ha e f de e , b
    a c a he a eg c e e e f h ha f a d h c de
    ha c e e ? Wha e d , ead f b g g ha b de he
    a d a g "He e' b f g a e" g e he e h g ha
    a ab e a d a g b e a d ac a ha e .
    Y he d . Th a gh -hea ed e . The 60 age
    e e a Z , d e a , f a e c , face face, e
    a ha e de e ha . P e a he b ed e e e
    face , he e e e d f ff, a d h ef I e a a e
    h gh e e a , ha a be d ' ge e a he e d.
    I a g f h , I ha e d e h a e . The e e a
    he e d a d h I ha e d e b, I ha e cceeded, c d c ed
    ha e ea ch a d de e ed . The e e , he ge . Ma be
    beca e he d ' ea ge a d he d ' he e
    a . The d ' h a e e e a . The d ' h
    c ha ha e de e ed he a d e a he a g age
    a d ha ea . We a e g c ea e ec e da , b g g
    he gh a d h g he a de g a efac , he gh de a d
    ha , e f he d a d ec e da b ha d I d h
    h h g ha e g e e? H d I ca h f a d?
    The e ha bee e da ega d - e e da -
    ega d UX a . Y f e h ab c e e f h
    ch UX a he ha e, h ch h ch de a d g he
    ha e f d. The dea ce a ha e a c e ha h gh
    a e he UX ace. Ma be e f h ea h ea

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  6. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    54
    de a d ha d . The de a d ha de e , he
    de a d he a e , a d he de a d ha gh a e. The a e
    g a de g e acce da a ha he he e e a d
    e e h e ba e . I ac a d ffe e b e e a d I
    h a a c a , f UX a h e h ha e e e
    ched bef e, b a be he - he eed a ed ca , e
    f ha ha . The ha e g e . The eed e ha d h d g
    a d he eed de a d ha he e e a e.
    B ad ea g, d ffe e f e e b d , b c e d ' e
    d. We ge . We ha a gh , ha a ec e da
    , e ha ce he c e , e he d ffe e ce
    be ee a a e a d e de a d ed e h d g e . We
    de a d he e. Th d. I he c e ' d. Wea ha
    ha a d d ' e ec c e ge , a c a he c e
    de e . We ca a ab e h g, e e e ced de g , e ce
    de g , UX a d c ea e e ge ce b d he de a d , a e
    ha e e a e ha e de e ed, h ch c
    a e?
    Th ab he a de e ed a e ea ch e a d
    a e e a g d he , e a g ha ea f
    . I e a g f . The ' e g f g e h d I a e h
    a ab e e? A a c e , h h a ab e e? Wha d I d e
    h h ? I d ' h I c ded a de he e b I de h a
    f ha e g e bac - f a c a e d, a d h
    c e a d ece a e bedded h a c e ga a - ha e
    g e bac ha ga a a d a ed "Wha d d d h ha
    e ?" I a d I de f e f ha e ee , a e
    ga a a d a a ec a d a "Wha da a d ha e
    ? Wha e ea ch ha e c d c ed?" A d a f e I ha e hea d

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  7. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    55
    "We c d c ed e ea ch ea ag " a d "Wha d d d h ?" "I
    ga he g d e he e". The ac a e ed, e a e a
    ga a h gh UX a h h e ce e ace. The a e
    h g "H d I a e h ef a d h d I cha e h h gh?"
    I ab he e e he ga a . Ma be ' e de e g he
    UX ea ha ga a , fa a c, gh ? I he UX ea h eed
    hea ? I he UX ea h eed f e ha h gh ac ?
    I he UX ea ha e he ca ab a e a g b e a d a ab e?
    D he ha e, a d a be h gh ce a a e g f e h
    he ga a , d he ha e he ea a e a ab e? Tha he
    e I d be a g e f.
    The ad h e ea ch g. A a g e e a , f e , ca
    g ff a d h , fac , ec e da b he eed e e
    he h gge , de a d ha h e e f h ac a
    ea . We ee he a h gge . We ee he a ch c e gge ,
    b he c e gh ee ha a . The c e gh h a h
    gge - a ha ? I ca ee c f g. Th a b a h a a g , h
    he a a e beca e he a e a f d. The de a d
    f he cab a d he a ha e e e ed b , a e , a e
    he ea de a d g a e a d h?
    H d I eg a e h Ag e? The e a c e
    ha e . Wa h a ab e , h e ea ch? We ha b ha
    d g f ? The a e g f g e . The e g ea b
    h d e e h f a ? G a cha ged. I ha e d e , bee
    he e, a e . We ha e de e ed a e ea ch e a d ha .
    Tha he de e . Y gh ha e he c e a "H d e
    he PDF ece ed? B e a , e , d e e ?"
    H de e f e he e e d . D e d a f h ? Tha
    he e ea e he h. De e d g he ca e, a e g

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  8. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    56
    a b de a e ec e a . A e ec e a , h d
    e ac ha , h c ea e a e? Tha a ag f ce c ca
    ece b d e h d he a e ha e eed d ? G e ha ? Tha
    ha he b gh f , he eed a g b e e . N a a ,
    a be a d c e ece e f da a a d ha a a g.
    U a e , ab d c , e ce, g he e ce, ab f g
    he c e h c e a d he eed a e a g b e ha
    he a e g h f a f .
    He e gh b b e I had, he I a h g f ha
    a ab , h g ce he . The e a f
    e he e e g h gh ce a d I e ha I d , I h e
    a e a he a e. We e ha e d a d e e e he
    e h d g e a d c d c he e ea ch a d d e he da a a d e
    e e ge bea f gh b he ce f he c e he ,
    . The e h e he e e a a e he d a d
    ha a a e ec a , ha a he a
    d a d f h gh. We , d e ' . I bec e a f he
    c e ' d. The cha e ge h b g ha e d a d eg a e
    he c e ' d, eg a e c ca f h gh, e
    a e h gh a e , e a e d e .
    Y ha e a hea d h d, de e d . I a ed h
    he e. Th a L edI d , h h . Th ha
    eed d . The e a de e dab e . Pe e, ce e ,
    ga a , c e, ca e, a a d d a , ea , he ec
    e f, he a c a , he da a, he e a de e dab e ,
    e f ha ha ac a ea . The e c e c e h ch I a
    a ab . Whe e a e c g f ? A e a c a ?
    A e h e, a f ee a ce a b a d ad ca e? I a de e d ha
    he ha e e f ha a fe e ce f f a . The e I

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  9. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    5
    a a e f e he e a e a d he e he h g I
    a ha e , e f he de e f ha e d a d he
    c ca be ee a e .
    E e c e e. KPI , he e e , he eed , he
    e e a d he a d ha he d h he f a g e
    he . Ke f h da h ab e e. Th ab f
    e e, e a , h eed he c e f ha ' e d g a d he
    eed a a ed he e a d he e ec e gh ha e a
    e e f KPI he a e de e g . A d c ea gh eed he
    e ac a d f d g ha e g f ha e ac e g
    d ec ed he d c . The gh eed a e a d he
    ce he c e , he gh eed e f ce, a d ffe e
    h g , ha g e bac W e e a e, he I ed ha
    e ea ch e he a d I a d e f d ffe e e e ha
    , a f ea a "H d I ca e he d d a a d a e
    e h ha g a e he ?" Ve ea g ha e a d e g
    he f g e . Tha e a ab e. T e ha e e he
    a e. T he c e , ' bab a a a g ece f b he
    a a d h "H d e e h ce ?" The ce
    e, he . H d I ec g e d d a e he ga a
    a e e c ? Ma e e ha a g b e c e .
    A I a d ea e , ' e he c e . Th he a h
    ab h . G g h gh ce e a d de e g ec a
    ce ea dec a e a c e , ha ea c de g he
    c e , he c e be g he c e ? Wha d e he c e eed?
    Wha d e he c e eed? H d he a ece e , e ac
    h ? H d he a de a d ha a e de e g he ?
    Wha he de a d g f ? P g e e he h e f a
    e he de a d ha h f be ee d , be ee a d

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  10. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    5
    he . Y a e he c e . Tha ha I ha e a gh e f
    h . R gh f he ge g he I f a g h a c e ,
    he f f d. H a e e g g de e h ec a he
    e d? Wha he ce e e a e h gh he ec a d h
    de e ba ed he eed . I a a g he e -f a
    c - ff ab he d. Th a eh de e ea ch. We had a
    c e a e e da ega d a eh de e ea ch a d he
    e ca be d ffe e f a eh de . Th a f he
    e g. Wha ce ? H e h e ? Wha
    ca I d he de a d h be e a d a e ca
    a ab e, a e e ac a c ? Wha ca I d ? Wha a e e
    e I ca a e?
    The f h g I d h e e a . I a a g
    d ' d dec . I a g ea a , e ec e e , 100 age ,
    a fa a c a f e e h g e d a d ad a . We hea h
    h gh he c fe e ce, e a e hea g he e d ffe e a f g.
    We a e a g d . The e a e a a f g. We a e
    a d he e e hea e e a d e e a g ha e
    ha e f he a decade. The e a e e a ache f g.
    W h a d e e a a a ha e d . I a a a a
    ec h a g d d c - ff, d c e , dee d e de a d g,
    h he be e e he c e a e, ha da a d he ha e? Wha
    f a e d he e a d ha f he -f ? N ha ha
    ece a ac he . I e f he e ea ch e f, he de g
    ce , e f ha e d , e , ha d. Tha h d '
    cha ge. I ab h d e a he c e e he e h he e
    e ac a a ? Wha he e ec a ? E e a h g ch a
    f c ac . The a e ea a e. Wh h d be he
    f c ac h gh a ec , he e a g g de a d g

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  11. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    5
    f he ce e a e g h gh he ec , he e c e he
    he de e ha e c ea ed ha c e f edge e e h
    he ga a , he e ge f de e , he a ead ha e
    a c ea ed a .
    I de h f e e f ha e ee ha , c g a
    e e a a d he e e face he a d d '
    h he a e. Pe e a hea beca e he e ea ch e -
    h e e, e' e e c ed ab he e ea ch e a d
    e e e c e ge he . Ta a ea ab h e a d
    be a a g. E e e c e a d a ch a d a e d, he
    Z ca a h he . Y a a ge a f e e e
    he h a hea he e g de gge f h. Teach g,
    ed ca g, a g g, c ab a g, h g, de a g, a he a
    ac a ach e e he b ch be ee ha e d a d c e . I
    a ga ce, e a e a a ga e. Wha he d ha a
    ed ea e - e, e f ga e ee g, f e a e, a
    a ga e, ha h e e e e . I a "I
    a e h e ea ch a d I ' h he e d, I d e
    he e, ca ' ee e " a d he "The e ". Tha ha e d .
    C ab a h gh a ce a ha e d a a f
    each g, ed ca a d a g e .
    Of e h h c e fee he ha e d e Y T b g a d
    he ha e ed a d a d he ha e d c e ed h UX h g a d he
    ga a a "Ye , e eed d UX, a h Y T be de ". I
    ca be e he g. Ta e eb d h ha e e bee e ed
    ha e d a d he h a d e ha e ha e bee
    a g ab a d ha e he a e a g b e. Th h he gh
    fee . Ma be e f he he ha a e g .
    S a eg c a efac . A e f e a e , a

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  12. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    60
    dec f f d . Of e he I ea aff ab h a
    d I ac a ha e a e beca e ha ca be e he g.
    Wha he e f a eg c a efac . Pe a , e , e
    a a d d ag a e c. Th e a e e a d a efac be ed. T
    , d c e ge ? I e e be bac he da he e e h g
    a a g b e a d I ha e a e f e e he a . I had
    a ece ece , La g W e , a d he d d a e ea ch ec
    de a d g he c e be e e f he e e e ce .
    We c ea ed he e e e , a b g f a Z ca a dec . I
    ade e e g he a ge he a a d a ead a d
    he . G ea b g a g b e e . O de he e. E e h g
    e ed d g, bea f b g g a h c a d c e . The e e he
    e e a he e ec e . I a e a e ec e ea ga he g.
    (LAUGHS) I a a a g f h e h g . I ag e ha ha
    a a c e , ha e a ed h ace, ee g bea f age a d
    a efac a d ge a a h gh f a ha f a b
    a ab e ? I a g b e? I e ha ec , I e he de e f
    b h da I de h a g b e e e he c e f ha ec ?
    A ha ha had g e h gh . O he a , gh h g,
    a e , e a h , a ha e a h c g h gh f c e b
    h ch a a g b e ha e e e ac a h g? Y e
    e a eb e. I' ha a g e ha h .
    The e a dec a e a d h a efac . The e a f
    e a h ha e h a efac ha c e de a d
    beca e h he e e . I e f he cha e f , a be
    f a c e h ea ch g f a d c , g a e e a d
    g e he eb e, a e a e he cha e a d ge de e ed.
    The de a d he c a . Tha ha e eed a ch
    , e f he de e , a e , a dec . I e

    View Slide

  13. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    61
    a g b e. I a g e de g a efac , I a a g
    ha e ha ha e acce e he a e c ca e
    e ea ch, e he a e c ca e e ea ch.
    Ra he ha he c e gh a d h gh e' , a gh .
    H gh e ha ? We ge . We de a d b e' e ea g he
    d ffe e ha . Ma be h c f g a g age. I c e de g , c e
    e g , e a h ha . I e f de a d g
    a d e ce a d he eed , c h ha e d he
    a . Da a a a N=5, h 5? D e e e ge e ha .
    I e ec e da , he a e ec ac a b h d he a g
    h ha I d ? H d I ha Ag e, S g a? H d I f d
    fea b a d ech g a d h d I a e eg a e? We d ' ha e
    he e e d ha . Le "I".
    O c e eed be a g b e e . Th a h g
    a e . I a g g g e f a e a d e h d
    h . H a e a g b e beca e a g b e e eed be a f
    c e ' d. Th a a e e a I ha e had e he a
    be f ea , a g b e a d a e e a ha he e ea ch
    e e f. O h d he e he e ea ch e he ga a ?
    Th a f a eg c e ea ch de e . Of e I ge a ed "Wha
    a eg e ea ch a d de g ?" Th a f , e g he e a
    f - effec e e h g e d . I a ead c e ha
    ea ab e, ca eab e. Tha a f a eg b g g a c e a d
    a g e he de a d a d ha e ? Wha a e g g
    d h h ? I e h he he a h a d he ha
    e. I d ' ee a e he he a h a d e d he
    a . "The e e , g d c h ha ". G h he d
    ha ad a d h he he e e . Wha e ,
    de a d g he ga a , he ce e , he e e a d h

    View Slide

  14. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    62
    he a e g g e bed edge a . E e e
    a g f he e - he e h ch a f ed e. A
    ead g ha e. N e e a ce, ha ha e
    be d . U de a d g ha g e .
    Th g f e ea ch e a e . A f da a. A f f a
    ha f . I d e ' e a da . E e a da ha a ea a he
    a e g . We ha e ed h a e a f e a d e b g he
    c e ha . M ed e h d g a d e ea ch c e a d
    a d he e c e . The a e a f . The a e a
    e, bec e. We d ' a he c e be a g a c a d c g
    ha a d g de a d ha d h . We a f
    h gh. I h e e d ag a . U ea h a d e f . Tha ' a .
    G bac e f e a d e b , ha h d be
    . Ta e ff he e b he c e . Sca e f a he
    c e UX, a e f he ea a d b g e b
    h he ha e , b e g he a e f h gh. Ta g b
    f ha ' e de e g, e a de a d g. Idea , ha e a
    he f f h , g h he de a d,
    e e g he a d a g e a he e d. W g h he
    a e a g b e. Y a e a g he e f a eh de
    he . The e IT, he e ec e , de g , f he e e ea ch,
    d c , a e , a e , f he a e a he , he ca h
    a e a g b e. Y ha e he , h , e , dea a d
    ha e e , b a g.
    I ed a e de a d g e a ed a e ac . H he
    e ea ch g g be ed he . Y a e ' ea g
    h he . Y a e g h he a "H gh e h "
    he he c e a "Tha a e e , he ce he c e , h
    gh e, e e e ab ha a d e ' b a ". H d

    View Slide

  15. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    63
    a e a g b e aga he d c , he e ce, aga he a e
    ec , ha e e , a g a g b e a e ea ab e.
    C e e ha . H h g g g e e e e e , h
    a e e g g e c e e ce c e? H a e e g g
    a e a e bea f d g a d c he d? Le ' d
    ha ge he ba ed he e ea ch.
    I ch Na ' , he de g e , b g g ha
    f a d he . He e da a, a d ha de a d,
    beca e he ha e g a d b g ha he h
    a he ha he e . Tha e f . Tha d, ha
    he d a d a e e e he .
    Th . Th e a a f . The e he he ,
    a e. Wha a a d d , a e he he , he e . Y a e
    he e e . Tha he a I d e h , ha ha e he
    e b g h a d e ce, b g h c e a d
    a e ef a d a g b e. The e a c e a e he ac a
    ee he a e ace, a he ha g ha e a f ea
    ag ha e e g ac . M ch e b e.
    E e e ha a eed a d ac a d ' e a g e e.
    Ma e e f h gh h e e b d . If he ' e b e, e e
    . Wh eed be a he h , h eed hea ? I e f
    h eed de a d he h e ce , h eed be he e
    he ac he ga a f h gh? Tha h a a g b e
    e .
    Y ha e g he e . A f ce e a e , e I
    a d a he a . Y ha e g he . Th h g e . Whe I
    h gh ab a g ab h , h g e . Th ha e
    d a d e d a a . I d g he c ff e d he
    dd e h ch e ea ch a d de g . We d he c - ff a d e ea ch

    View Slide

  16. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    64
    b ec e , he e h d g , he e ec , b a ha ha e e
    a . I a ha e e he e e a .
    Wha a ? P e a g c e h e ec a , h
    eed be he e, h h d be he e a d h eed be he e? Tha
    e g he e age hea d. Tha e g he ce
    f he c e a . Rea c h . I de e ed a e
    a ge e ea ch e a fa a ge g ga a , e
    e , gh , a e g he c , ga he g da a. Tha
    ga a a ada a ha he e e g g c ca e
    e a . The d c e e a a d c ca e
    e a , f a d e . The UX a a a d he e.
    I ag e ha ha e ed? Q e , e e , d b , c ce . "Whe e
    d e h c e f ? Wha d e ea ? H d e e ? We e
    ha ?" Beca e e e he ca he ad a he ha ca he ad
    he ga a .
    P e a g de e f a g b e c e . I a a g d '
    d a dec b e a g de e ba ed he ec , he
    c e , he c e , he eed, h eed be he e, ha ha
    de e e? Tha ca be a e a c e a , h ch
    c ? Wha e d e eed e a e? H g a e? Wha
    he ce h ? A e a c a , a e b e ?
    Wha e a a a e e a g b e? H e a e
    ha d de e ?
    Y e e a a h , a dec . I a
    a e a g b e, de e . N a g d ' d , f e,
    e ea ch e e a a e ' a dec . The a e a
    b g a e. The a e a c ca e a e a h a , a e
    e , e a e d ag a . The e a e a c ca e ha '
    e a d I a g g a h , e f ha e .

    View Slide

  17. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    65
    T . U e he ce . Wha he ce ? We ha e
    ce , ha he ce ? The e a e a d ffe e ce e
    ga a . E he a g b e ce e , ch a d b e d a d
    e e ce e ch a c be . H d he ha he
    e g bac a e a c e f e , b e a a e f ha
    a e g g de e , h a e g g he d? Ma be
    e h g ' e fa a h, fa a c. I e f he de e
    a d a be ca eg a e d ec .
    U g de g h g de a eg c a e a a .
    V ab , fea b a d de ab , a d he e a e dea a he ha
    a dec f f gh . Ra he ha he de g a efac
    he e e .
    T ea g de e e c - ff. I a a h h e a a
    e a e. Th a ece f I a d g h B a. Th a a g
    ec . I h e e e he e f e e h . We e e e a
    e . The e a c d c g a d g f a be f da ,
    a c de e . H ef e f a e ed h d f
    e e . A he e e e d g a c a g g he
    a , he gh , he cha ge he e, e e h g e e ed
    d g he a a d a a c e a . I a ed he
    ga a eg a e he ce . The c d ee . I a
    a g b e a d e c d b g a eh de ha ace, de e d g
    ha he eeded.
    T . B g e ea ch, dea a d a eg ge he ha
    ab . The e ea ch h ch e c d c , he gh e f d, he
    f a , he g de gge f h c g ge he h dea ,
    h he ga a he ca e a d a a e a d he ca
    ee e h he eed , de e d g h he a e. Tha ead
    he a eg , h ch h d I e e h ? H d I b g

    View Slide

  18. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    66
    e e e a d a e h ac ca ? The ge e .
    F a , e I a d, a e he e e . E ha e ha e
    e h ch he e a a de e ab e a d he a a a ,
    c cha ag e a d h gh f e, e ha f h gh. C e . A a
    c a , ha d e ' ea a e h he c e f he g
    e . Y a e e g he he ad f cce he e
    e .
    Tha c c de e e a . I a a a ha d f h a
    e e a . I ca be. I g a gh e . (APPLAUSE)
    STEVE BATY: Y ade a c e he dd e he e ab ea g
    de e a he beg g f a e a d a e h he c e . Y
    a e a e e a age . Wha a e he e f a he c
    ha e ea ch a d beg he e a f ha ce , ha a e he
    e f c e ha h he ?
    ROBERT WILLIAMS: Ye . Tha a g d e . Tha ca c e d
    ha ' e c ca g. Wha ' e ac a de e g? I
    a h a gh . Tha e , a c e, f e a ed
    e h d g e f e ea ch. Ma be a agg ega f a f d ffe e
    f ha e ea "h gh e" a e e . W g h a
    c e , d e ha ha e a g b e e he e he ca e e gh
    ? Ma be he c e a e ca dea e e h g ha a d
    def e d c a d add fea e ba ed ha ha . We ha e
    e a ha ha ac a ea e , he e he
    ca ab he e e ? D he eed de a d e? I ha
    f e e ea ch a d ca e d e h ace? Tha
    a c e a f ha c e e . I de e d ha ha a a d ha
    ea a d ha e e he e ea ch b ec e a he a ? Ha e e

    View Slide

  19. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    6
    a e ed ha b ec e e ed a ca f ead e?
    STEVE BATY: I ag e ha he d f f a g f ha de e
    h he , ha e e e g f d he f ace a d e '
    ge he de e e h e ha e e ac a a e ed h e
    e ?
    ROBERT WILLIAMS: Ye . I g bac he e e a
    e e da - a g e I f ge he f a e a he MEL. The
    F e F e d ea , I ed ha ce he . Mea ab e,
    ca eab e, e e ab e. The e I a ed a he a he
    a . Wha e e c e h gh ha ? Tha a a g d ce f
    b ec e def a d de e . Wha e e c e f ha ? Tha he
    d ca d , he e a e . The e a e f a
    a eg c f e h d e e ha ? Wha ca ha bec e? I
    ha e e f ha ha e d c e ed e he e, e f ha
    e f d . Le ' a e ha ad a d ead he b he ha d a d h
    he ha b e. Ma be e ha e ' de e ed a eg c a efac a
    a . Ma be ha ' c e ed he e f he c e . Ma be
    gh he e e . P b c e f . The e eed
    h he ha a d d ce . Whe he eb d e e, b
    h he ha b e h he h g.
    STEVE BATY: A a age c , d de g a e , d
    de a e he de g ec ? I he e a f e
    c c e e c e ha e h he ?
    ROBERT WILLIAMS: Th c e a a d e e a b I
    a e e e g Ob ec e E e e ce, e a e a e ea ch a d de g

    View Slide

  20. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    6
    c a . O e g h e ea ch a d ed e h d g . S e h g I
    de e f e d ' c e h a f a e , a de . We a e
    a g a c e h he de e a d e e ec
    . I h he c e de a d he gh a ach a d
    he ef e e ca a e e ea ch e e e a ce. I
    e e. Whe c e de g e e b a a
    c a e b g e e a d f ga a . I ha e a
    g a h c de g a . I ha e bee d g UX f a g e. We ha e g a
    ea S ga e h d g a h c de g . A a a de, e a e
    e a a . We a e he e A a a, e a e S ga e, Ma a a a d
    e ca b g e ce a d a eeded. Whe c e de g ,
    e ha e he ca ab b e ea ch he e d a d e ea ch a d
    a eg e f ha c e eed e g h. We a e a e e.
    A f he e d - a f c e a e e e. We a e ab
    c a ece f ha a a eh de ece f e ea ch a d
    e "Le ' ge a ge he " b e a e ha c d c a
    e e .
    STEVE BATY: The e g h f ha ed a ach - ha g a de g
    ca ab a d he e a e a d c b ha g a de g ca ab ,
    I f d a ea a f , beca e ha he de g e e f
    a gh , a f a e h e gh a a ha e
    ac ab e, I f d a a .
    ROBERT WILLIAMS: I c e e ag ee. Ma be d ' ha e a de g
    ca ab , h d a e he e f ha he eed e f
    he ? Wha he eed e f de g ? I c e bac f
    d ' ha e he ca ab h gh a e e ea ch gh a d
    b g he c e he a he ha e de g ca ab

    View Slide

  21. Ca LIVE Ra T a c
    _____________________________________________________________________________________________________
    N e ha h a ed ed a c f a e e e a d he ef e a c a e . Th a c he
    e f Ca LIVE a d he a h ed a e b e f a e a d a be c ed
    ed b a he a h a h a .
    6
    dea e, b a , e f a e a g de c e ? Tha e
    a e e I d a e, h b g ga a a ca ab ha
    e' e de e g de a d . E e e ch g ha f he ,
    de a d he he c e d e ge he de g ca ab
    c ea e f c a e f a e , f e a e. A he e e he a d
    ha he ha e ac a g .
    STEVE BATY: Tha , e ch, R be . Tha a g d ea e
    . (APPLAUSE)
    We a e ea a he ch b ea . Wh e e ha e bee a g, f
    fac , he e e f g e f A a a ca e a 11.30,
    e e d ed aga , bac d 3.5%. We a e bac a
    h ca e e f he c . Le e ha e ha e ' ee ce
    1974 he a e e h 3.5%, I h , Dece be , de e d g
    he a eg . We a e a h ca . 75,000 e e e
    a e e ed ha he e e a h h ch a ea g e .
    The a c a a e , he de e e a e d . The e
    a e a g d h g .
    The e e g a ab ha age g h . F
    a ec c he f e , he he ab a e ea gh ,
    e e , f ga a a e g h e, he a e
    ha g d ff c f d g he , e h d ee g age g h a d f
    e he Re e e Ba , he ' e ea ed ab f a
    d g age a d age d g f a . The a e ea c ce ed
    ab a d he a e g g he fac ha c a e f
    ha a e d g . B ha a he .
    The h g , f a g a 7.8%, age g h g
    a ab 3.1%, h ch ea , a ea ba , ea age a e g g
    bac a d a d gh e a e a e e - e f ea age h ch

    View Slide