Take this fainted heart
Take these tainted hands
Wash me in Your love
Come like grace again
Even when my strength is lost
I'll praise You
Even when I have no song
I'll praise You
Even when it's hard to find the words
Louder then I'll sing Your praise
I will only sing Your praise
I will only sing Your praise
I will only sing Your praise
Take this mountain weight
Take these ocean tears
Hold me through the trial
Come like hope again
Even when the fight seems lost
I'll praise You
Even when it hurts like hell
I'll praise You
Even when it makes no sense to sing
Louder then I'll sing Your praise
I will only sing Your praise
I will only sing Your praise
I will only sing Your praise
And my heart burns only for You
You are all You are all I want
And my soul waits only for You
And I will sing till the morning has come
Lord my heart burns only for You
You are all You are all I want
And my soul waits only for You
And I will sing till the miracle comes
I will only sing Your praise
I will only sing Your praise
I will only sing Your praise
Even when the morning comes
I'll praise You
Even when the fight is won
I'll praise You
Even when my time on earth is done
Louder then I'll sing your praise
What fortune lies beyond the stars
Those dazzling heights too vast to climb
I got so high to fall so far
But I found heaven as love swept low
My heart beating, my soul breathing
I found my life when I laid it down
Upward falling, spirit soaring
I touch the sky when my knees hit the ground
What treasure waits within Your scars
This gift of freedom gold can't buy
I bought the world and sold my heart
You traded heaven to have me again
My heart beating, my soul breathing
I found my life when I laid it down
Upward falling, spirit soaring
I touch the sky when my knees hit the ground
Find me here at Your feet again
Everything I am, reaching out, I surrender
Come sweep me up in Your love again
And my soul will dance
On the wings of forever
Find me here at Your feet again
Everything I am, reaching out, I surrender
Come sweep me up in Your love again
And my soul will dance
On the wings of forever
My heart beating, my soul breathing
I found my life when I laid it down
Upward falling, spirit soaring
I touch the sky when my knees hit the ground
My heart beating, my soul breathing
I found my life when I laid it down
Upward falling, spirit soaring
I touch the sky when my knees hit the ground
Find me here at Your feet again
Everything I am, reaching out I surrender
Come sweep me up in Your love again
And my soul will dance
On the wings of forever
Upward falling, spirit soaring
I touch the sky
When my knees hit the ground
In 1987, when Rick Astley filmed the video for his hit song Never Gonna Give You Up, he had no idea it would eventually become one of the most viewed videos of all time.
By 2016, the video had been watched over 218 million times. Never Gonna Give You Up’s resurgence began in 2007, when a user on an obscure gaming site posted a link to Rick’s video under the heading for a trailer of the not-yet-released Grand Theft Auto IV video game. One year later, the phenomenon had become commonplace and was dubbed “Rickrolling,” a term that is now ubiquitous with any Internet misdirection technique.
Many companies unknowingly Rickroll their would-be customers by improperly aligning their products’ capabilities with their marketing messages.
Hack #1 – It’s About the Promise PMSEY +%, Stupid
The word “brand” is derived from the Old English word baernan, which means “to burn.” For thousands of years, ranchers have branded their livestock to indelibly mark them and thereby communicate to the world their ownership. A marketing brand serves a similar purpose. It declares to the world the underlying ownership (and associated responsibility) to deliver on the brand’s promised value proposition.
According to marketing guru Guy Gabriele, brands live in the minds of customers and prospects. Guy believes that your brand is not what you say it is or what you hope it will be. Rather, your brand is a promise which is interpreted by those to whom you message. When your product or service is unable to deliver on this promise, you are effectively Rickrolling everyone who responds to your misaligned messaging.
At Computer Motion (NASDAQ: RBOT, acquired by Intuitive Surgical ISRG -2.30%), our initial brand’s promise was, “Robotics will reduce costs within the operating room.” Although we did not intentionally mislead anyone, the customers and prospects that believed us were Rickrolled.
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We assumed that robots would perform tasks that would reduce the required number of surgical staff persons. The reality was that robots added costs to surgical procedures because the size of the surgical team remained unchanged. Once our target TGT +0.14% market acted upon our call to action and experienced our products, they revised our brand’s promise as follows: “Robotics are cool, hard to use and add costs to surgical procedures.”
It took us a couple of years to realize that our brand’s intended promise was not in sync with reality. We eventually modified our promise to: “Robotics will enable new minimally invasive procedures.” Fortunately, we delivered on this revised promise and ultimately helped create a multibillion dollar industry in which costs increased, but patient outcomes were greatly improved.
We were slow to revise our brand’s promise because we wanted robotics to reduce operating room costs, as we felt that such cost reductions were a requisite for our success. Avoid Rickrolling your customers and prospects by ignoring what you want your brand’s promise to be and understanding the actual promise that resides in the minds of your intended users.
The remaining Brand Maxims are taken from Guy Gabriele’s “Little Red Book” series, which he devised in his role as a Marketing Lecturer within UC Santa Barbara’s Technology Management Program.
Hack #2 – What You Say It Means Doesn’t Mean Anything
What you believe your brand represents means nothing in reality. What the brand means to your customer means everything. Whatever they say it means, that’s what your brand means. Find out what they think. Remember: it’s all in their heads. – Guy Gabriele
Hack #3 – Gap GPS -1.62%, Gap, Everywhere A Gap
There is always a gap between what you intend your brand to be and what the consumer believes it is. Find that gap and take steps to close it. – Guy Gabriele
Hack #4 – Frankly, They Don’t Give A Damn!
Consumers don’t want to hear about your company Mission and Vision. Those things are about you. They care about their experience with your product and your company. Their experiences create the brand. – Guy Gabriele
Hack #5 – Consistency Is Not Simply Replication
Remaining consistent to a brand’s visual and verbal guidelines helps breed familiarity, but familiarity can breed contempt. Simple repetition and thoughtless replication fail to take into account the place where the brand lives: in your customers’ minds. To live a full and productive life a brand must be allowed to grow, evolve and reshape itself. Consistent relevancy is your goal. That’s why brands are managed. – Guy Gabriele
Hack #6 – Sometimes The Baby Does Have To Be Thrown Out
Before you re-brand, re-think. A brand refresh is often considered to be the least painful way to fix a failing brand. Do a relevancy check. Are the basic underpinnings of the brand still meaningful? If so, then a refresh may be in order. If not, you need to have the courage to throw out everything and start over. – Guy Gabriele
Hack #7 – Viral Marketing Could Make You Sick
A viral initiative should be embarked upon with great caution. The high risk (losing control of your brand expression) may be too great a price for the reward (Millions saw me on YouTube! –Whoo hoo). – Guy Gabriele
The CEO of Morpheus Software created a video that was nominated for a YouTube Video Award. His “Kitty Said What?” video, created using his company’s photo-morphing software, was viewed approximately 4.5 million times. Although it was exciting to be associated with a popular YouTube video, the resulting revenue was modest, approximately one penny for each time the video was viewed.
1. Put #God #first in everything #you do
2. #Fail #big 3. You'll never see a U-Haul behind a hearse and 4. #Say #thank you in #advance of what is already yours.
'Let me take this moment to wholeheartedly congratulate each and everyone one of you. You graduated. You did it,' he told the 218 graduates.
'Number one, put God first in everything you do. Everything that you think you see in me and everything you think I've accomplished and everything you think I have... everything I have is by the grace of God, understand that. It's a gift.'
He continued by telling a story about when he was 20 years old and was flunking out of college with a 1.7 grade point average. 'I hope none of you can relate', he added which was met by roaring laughter from the crowd.
The Academy Award-winning actor said he was sitting at his mother's beauty parlor at the time and a woman told him that one day he would travel the world and speak to millions of people.
Washington eventually received a bachelor's degree in drama and journalism from Fordham University in New York, according to the Huffington Post.
'I've kept God in my life and it's kept me humbled,' he said.
The three other key points of advice he shared included to 'fail big', 'you'll never see a U-Haul behind a hearse' and 'say thank you in advance of what is already yours',
which were captured in a video posted to YouTube by one of the graduate's loved ones.
'Today is the beginning of the rest of your life and you only live once, so do what you feel passionate about,' Washington told the graduates.
'Take chances, professionally. Don't be afraid to fail.'
He continued: 'Don't be afraid to dream big, but remember dreams without goals are just dreams and they ultimately fuel disappointment. So have dreams but have goals.
'To achieve these goals, you must apply discipline and consistency everyday. You have to work at it.'
Before the actor left the ceremony early so he could deliver another commencement speech at Wiley College in Texas, he was given an Honorary Doctorate of Humane Letters by the university, according to Nola.com.
His parting words to the graduates were that working hard is what successful people do.
Washington said: 'Don't just aspire to make a living, aspire to make a difference.'
[Chorus: Lecrae & Andy Mineo]
Say I won't (why y'all scared to be different?)
Say I won't (why y'all scared to be different?)
Say I won't (we them outsiders, that's just how we live it)
Say I won't (and I bet I will)
Say I won't
I might do it just to show you [x3]
We be like la, la, la, la
[Verse 1: Andy Mineo]
From the same city as the B-I-G
Wanna serve these bars, gotta see ID
Now I'm on their radar, where B-Dot be?
Was a slave for the cars, then we got free
Used to only wanna pull up in a black sport
Just a white man excelling in a black sport
Now I'm really doin' pull ups
Got a honeymoon for the summer tryna get a six-pack for it
Say I won't catch 'Crae slippin' in the studio at like 3 AM
Autograph that forehead with a Sharpie pen and then Instagram
Might swag out a fanny pack
I might bring Velour back
Nobody wanna change the game, man y'all just want more trap
Okay, say I won't rap over bagpipes
Say I won't talk about that price
To know Christ and live life like every night my last night
'Bout to switch up the program
I rock name-brand, I rock no brand
My whole life GoPro cam, got rap like I had no fans, nope
They say, I know I say, "veto"
Danny DeVito, and Al Pacino, those are my people
Also I'm rockin' the speedo
This that casino, you bet your revenue
Thinking you'll stop me, no never not letting you
You must be high on that medical thinking I won't
But I know better, know that I bet I do (kill 'em, ooh)
[Chorus]
[Verse 2: Lecrae]
Say I won't sell my shoes and take my kids to Chuck E Cheese with the money
Say I won't bring my own bottle of Pellegrino to the movies with me
Say I won't
Look, I'm from an era of fast living and mass terror
Boys cover them cover girls like mascara
I don't need to keep a gun and a mask ever
I still make 'em put their hands up, ask Derek
My role manager damage all of you amateurs
Sneaking up on a tour bus with a demo to hand to us
When I was younger, I just wanted a chain
Now a chain of events has afforded a change
See, I been a rebel since back in the day, I don't follow the people
I follow the leader through valleys and shadows of death and I fearin' no evil
So say I won't do it, say I won't turn the music up and get to it
Won't come down H-Town all the way to their town
In the old school, drop top Buick
And I'm getting, maybe 8 or 9 miles to the gallon
Still feeling like a stallion
I got Andy ridin' shotgun with 30 gold chains on, talking about he Italian
Say I won't go drop a double album, and rap double time on all dub-step
Got no producers, just me rockin' over beatboxin' by Dougie Fresh
Say I won't
1. Self
2. Family and Friends
3. Angel Investors (people who want to invest in small business could be former politicians, business men, partners i.e. shareholders)
[Hook:]
Come on everybody sit down
People wanna act like they are in the know
Well I'm here to wipe off your smile
And tell you what's the word around town
I know you don't wanna hear the truth
I know you hate the fact that I actually have the proof
But I just need you to believe
I'm talking the good, the bad, the ugly
[Verse 1:]
Remember back in '02
When I was in school and actin' a fool
My soul got saved, my debt had been paid
But still I kept running off with my crew
Sex on my brain, and death in my veins
Had a main thing, we stayed up 'til 2 (Smokin'!)
Waking and thinking we naked, my body was loving it
Soul was hating it, man
Time and time after time, our bodies were close
The girl was so fine
Heard a heart beat that wasn't hers or mine
The miracle of life had started inside
Ignored the warning signs
Suppressed that truth I felt inside
I was just having fun with this, I'm too young for this
I'm thinking me, myself, and I
Should I, sacrifice this life to keep my vanity and live nice?
And she love and trust me so much that whatever I say, she'd probably oblige
But I was too selfish with my time
Scared my dreams were not gonna survive
So I dropped her off at that clinic
That day, a part of us died
[Hook]
[Verse 2:]
I remember back in the day
I was barely in the first grade
Got teeth missing, watching Tom & Jerry
Tryna go outside so I could play
I was told to watch out for strangers
Keep my eyes peeled for danger
Folks workin' late, I had a babysitter
I ain't 'bout to sit here and name her
I was almost 8, when she came in late
Woke me up with a game to play
Did a few things that's hard to say
Told me to keep that secret safe
How a young boy supposed to deal?
I'm tryna act like it ain't real
Had my innocence just stripped from me
And I still don't know how to feel
And I'm wondering how to address it
Can't tell my family, too messy
So I just embrace it, it's hard to face it
I'm too ashamed to confess it
So I kept it in and ain't speak
Didn't think, it hit me so deep
So into it, I got promiscuous
And only God can help me get free
But I've been forgiven, my Savior risen
I'm out the prison, I know that
I got the power to say no to all of my struggles
God will control that
Every time we slip and we fall
Gotta get back up and fight on
We are not defined by our past
The future look bright, I see the light on
You were walking on the moon Now you feeling low-ow-ow What they said wasn't true You're beautiful Sticks and stones break your bones I know what you're feeling Words like those Won't steal your glow You're one in a million, this, this is for all the girls Boys all over the world Whatever you been told You're worth more than gold So hold your head up high It's your time to shine From the inside out it shows You're worth more than gold You're worth more than gold
Everybody keeps score Afraid you're gonna loo-loo-loo-loose Just ignore They don't know the real you All the rain in the sky Cant put out your fire Of all the stars out tonight You shine brighter this, this is for all the girls Boys all over the world Whatever you been told You're worth more than gold So hold your head up high It's your time to shine From the inside out it shows You're worth more than gold You're worth more than gold
So don't let anybody tell you that you're not loved And don't let anybody tell you that you're not enough Yeah, there are days when we all feel like we're messed up But that truth is that we're all diamonds in the rough
So don't be ashamed to wear you're crown You're a king, you're a queen inside and out You glow like the moon, you shine like the sun This goes to you, wherever you are
This, this is for all the girls Boys all over the world Whatever you been told You're worth more than gold So hold your head up high It's your time to shine From the inside out it shows You're worth more than gold You're worth more than gold
So don't be ashamed to wear you're crown You're a king, you're a queen inside and out
[Hook - Crystal Nicole:]
I'm giving it all away
No more hiding
No more stalling
I hear you calling me
And I'm coming
See me running
I give in (uh oh oh, uh oh oh)
You win (uh oh oh, uh oh oh)
I give in (uh oh oh, uh oh oh)
You win (uh oh oh, uh oh oh)
[Verse 1 - Lecrae:]
I tried but I just can't keep this thing to myself
Looked high and low, and I know ain't nobody else
But I'm focused now and I know it's all about you
You always see me through that's what you do
Tell me
Tell me, where would I go and where would I be?
Love's hard to find when you blind and losing yo way
And now ain't nobody else for me, it's just you
You got my time, all the time, every time, my mind's on you
[Hook - Crystal Nicole]
[Verse 2 - Lecrae:]
Uh
They laugh at me and they say I'm going too far
But it's satisfying my soul to give you my all
They don't understand what I got is so real
They can talk about me, they can kick me out, but can't take away what you give
People telling me that I'm probably too far gone
But they don't understand where I been and ain't walked the roads that I walked on
Tell me who I'm gone call on
What solid ground can I fall on
You everything that I never dreamed and you given me and it's all on you
You know you got me deep off in this thing I'm all in
I swear ain't no love like this love that I been given
I can't resist it's just too much yo' love is endless
And I don't care what they say no more no way I give in yeah
[Hook - Crystal Nicole]
[Bridge - Crystal Nicole:]
It's time to cut the cord
Sever the ties from the life before
From here on out I'm yours
I can't run no more
Cause you're pulling me in
Like a tornado wind
And I can't pretend
I tried leaving
But your love's so strong
And it won't let go
And you're holding on to me
[Verse 1 - Lecrae:]
I’m just a broken instrument in the hands of the Greatest
So if the notes are off it’s ‘cause I ain’t nothin’ to play with
And you can fault me, but ain’t we all off key
Majorin' in the minors like there ain’t no errors behind us
Somehow we still mix these melodies with my felonies
I ain’t buyin' nothin' they sellin' me what you tellin' me
Broken pieces actin' like we ain’t cracked
But we all messed up and can't no one escape that
We some broken people
Came from broken homes
Broken hearts inside of a broken soul
Alcoholics, the addicts
English, African, Arabs
Ain’t no riches to fix it
You still broke when you have it
If you ain’t breakin' bad and you still chasin' the habit
It ain’t no wonderland so we still chasing the rabbit
Ain’t a soul on the planet
That’s better than another
And we all need grace in the face of each other
[Hook - Kari Jobe:]
All the pieces on the ground
I shattered all the dreams
I thought I found
And you put me back together
I need your grace for my flaws
God I’m broken in this mess I’ve made
I need you to restore me
[Verse 2 - Lecrae:]
From Heaven we all small
Can't nobody buy tickets
You better have will call
That reaper he will call
They hurt just like me
Work just like me
Lust of the flesh that brought em life
They flirt just like me
Regardless of our money we all broke together
And if we don't swallow our pride we gon' choke together
Tryna hold onto our lives with these clumsy hands
Fell off the wall of purity
Doing that Humpty dance
Forget the king's horses
Forget the king's men
The King is coming to put us back together again
I've been fighting since my daddy left
Fighting for approval
Think I don't know tryna get this world to love me is futile
We Tyler Durden to better burden than being less
Than what we were made to be like being what they suggest
We are outsiders, outliers, out-criers loud and meek
Inherit the earth, and God opposes the proud
[Hook - Kari Jobe]
[Bridge - Kari Jobe:]
Your presence in me
Is all the strength that I need
Your presence in me
Is all the strength that I need
And I'll always be home
And I'll always be home
[Hook - Kari Jobe]
You never left me
You never ran off
You never gave up
[3x]
[Chorus:]
If this life has anything to gain at all
I'll count it loss if I can't hear you, feel you, 'cause I need you.
Can't walk this earth alone.
I recognize I'm not my own, so before I fall
I need to hear you, feel you, as I live to make my boast in you alone.
[Verse 1:]
With every breath I take, with every heart beat,
Sunrise and the moon lights in the dark street.
Every glance, every dance, every note of a song.
It's all a gift undeserved that I shouldn't have known.
Every day that I lie, every moment I covet
I'm deserving to die, I'm just earning your judgment.
I, without the cross there's only condemnation.
If Jesus wasn't executed there's no celebration.
So in times that are good, in times that are bad
For any times that I've had it all I will be glad.
And I will boast in the cross. I'll boast in my pains.
I will boast in the sunshine, boast in his reign.
What's my life if it's not praising you?
Another dollar in my bank account of vain pursuit.
I do not count my life as any value or precious at all.
Let me finish my race, let me answer my call.
[Chorus]
[Verse 2:]
Tomorrow's never promised, but it is we swear.
Think we holding our own, just a fist full of air.
God has never been obligated to give us life.
If we fought for our rights, we'd be in hell tonight.
Mere sinners owed nothing but a fierce hand.
We never loved him, we pushed away his pierced hands.
I rejected his love, grace, kindness, and mercy.
Dying of thirst, yet, willing to die thirsty.
Eternally worthy, how could I live for less?
Patiently you turned my heart away from selfishness.
I volunteer for your sanctifying surgery.
I know the Spirit's purging me of everything that's hurting me.
Remove the veil from my darkened eyes.
So now every morning I open your word and see the Son rise.
I hope in nothin, boast in nothin, only in your suffering.
I live to show your glory, dying to tell your story.
[Chorus]
[Bridge:]
Glory was solely meant for you.
Doing what no one else could do.
With All I have to give, (With all I have to Give)
I'll use my life, I'll use my lips. (My Lips Yeaaah)
I'll only glory in your Word. What gift to me I don't deserve.
I'll live in such a way that it reflects to you, my Praise.
I tried to cover my shine
I've tried staying in the lines
I, I, I don't wanna hide
No, not tonight
You, you, you want me to take my light, light
Fit it in your box, right?
I want you to look me in the eye, eye, eye, eye
Ready or not
Here, here, here, here I come
I'm about to show you where the light comes from
Oh, oh, oh ready or not
Here, here I come
This is who I am
I won't hide it
I'mma take it all over the world
To the young, to the old, every boy and girl
Ready or not
Here, here I come
I'mma show the world where the love is
I'm not ever selling out love
A love out loud is what it's all about
Giving everything to see the lost get found
Yeah, it's going down
You, you, you want me to take my light, light
Fit it in your box, right?
I want you to look me in the eye, eye, eye, eye
Ready or not
Here, here, here, here I come
I'm about to show you where the light comes from
Oh, oh, ready or not
Here, here I come
This is who I am
I won't hide it
I'mma take it all over the world
To the young, to the old, every boy and girl
Ready or not
Here, here I come
I'mma show the world where the love is
[LECRAE]
I refuse to keep this buried deep inside of me
Yeah this little light of mine, it's time to let it shine a bit
'Cause there's no point in hiding it
It's everything I am
The source of all my hope
And it's the reason why I stand
And I pledge allegiance to be somebody real
There's no more holding it back
I'm showing them how I feel 'cause love is more than a word
It's a noun, and a verb, and hiding it is absurd
Ya heard
Ready or not
Here, here, here, here I come
I'm about to show you where the light comes from
Oh, oh, ready or not
Here, here I come
This is who I am
I won't hide it
I'mma take it all over the world
To the young, to the old, every boy and girl
Ready or not
Here, here I come
I'mma show the world where the love is
All things are working for my good
Cos He's Intentional
Never failing
I know that all things are working for my good
He's Intentional
Never failing
(All things are working) All things are working for my good
(Cos He's Intentional) He's Intentional
(And He's never failing) never failing
(All things are working for my good) All things are working for my good
(He's Intentional) He's Intentional
(He's never failing) never failing
(All things are working) All things are working for my good,
I know that All things are working for my good
All things are working for my good
I know that All things are working for my good
All things are working for my good
All things are working for my good
All things are working for my good
[repeated]
Alright, hands up
Sing
Oh oh oh...
We can smile cos we know it's working
Through the hurt and the pain
I know it's working for my good
I know it's working for my good
This what what
I don't have to worry cos
It's working for me
It's working for me
And I believe it's working for me
I can smile again
I don't have to worry cos
It's working for me
It's working for me
It's working for me
Come on sing that I will say that
I don't have to worry cos
(It's working for me yeah) It's working for me
(It's working for me) It's working for me
(And I can hold my head up) It's working for me
Get your confidence back
(Sing I don't have to worry) I don't have to worry cos
(It's working for me) It's working for me
(My faith is rising now) It's working for me
(And although I can't see how) It's working for me
(I know that He's Intentional)
He's Intentional
Yes He is
He's Intentional
He's been doing it for a long time
He's Intentional
He's been doing it for a long time
He's Intentional
I'll be giving my trust now
He's Intentional
I'll be giving my praise now
He's Intentional
He's Intentional
He's intentional
And He's never failing
Never failing
You are welcome in this place
Welcome in our hearts
Come and have your way
God, meet us face to face
All consuming fire
Move without restraint
Breathe on us
Spirit, come
You're our heart's desire
We stand in the glory of the King
Knowing that You're here
You have set us free
You're here
Let our worship be Your throne
Amazed by who You are
Your Presence makes us whole
Breathe on us
Spirit, come
You're our heart's desire
[Repeat 3x]
Let the Heavens open
Let Your Kingdom move
All our faith and hope
Our great God
[Repeat 2x]
Let the Heavens open
*(No Heaven locked up, let it open)
Let Your Kingdom move
*(No Kingdom stand still, let it move)
All our faith and hope
*(Our faith, our trust, our hope in our great God)
Our great God
*(Our Great God)
[Repeat 3x]
0:12What I want to talk about is, as background,is the idea that cars are art.This is actually quite meaningful to me,because car designers tend to be a little bit low on the totem pole --we don't do coffee table books with just one lamp inside of it --and cars are thought so much as a productthat it's a little bit difficult to get into the aesthetic sideunder the same sort of terminology that one would discuss art.And so cars, as art, brings it into an emotional plane -- if you accept that --that you have to deal with on the same level you would with art with a capital A.
0:45Now at this point you're going to see a picture of Michelangelo.This is completely different than automobiles.Automobiles are self-moving things, right? Elevators are automobiles.And they're not very emotional; they solve a purpose;and certainly automobiles have been around for 100 yearsand have made our lives functionally a lot better in many ways;they've also been a real pain in the ass,because automobiles are really the thing we have to solve.We have to solve the pollution, we have to solve the congestion --but that's not what interests me in this speech.
1:18What interests me in this speech is cars. Automobiles may be what you use,but cars are what we are, in many ways.And as long as we can solve the problems of automobiles,and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,and lots of other things, then I think we can look past thatand try and understand why this hook is in many of us --of this car-y-ness -- and what that means, what we can learn from it.That's what I want to get to. Cars are not a suit of clothes;cars are an avatar. Cars are an expansion of yourself:they take your thoughts, your ideas, your emotions, and they multiply it --your anger, whatever. It's an avatar.It's a super-waldo that you happen to be inside of, and if you feel sexy,the car is sexy. And if you're full of road rage,you've got a "Chevy: Like a Rock," right?
2:07Cars are a sculpture -- did you know this?That every car you see out there is sculpted by hand.Many people think, "Well, it's computers,and it's done by machines and stuff like that."Well, they reproduce it, but the originals are all done by hand.It's done by men and women who believe a lot in their craft.And they put that same kind of tension into the sculpting of a carthat you do in a great sculpture that you would go and look at in a museum.That tension between the need to express, the need to discover,then you put something new into it,and at the same time you have bounds of craftsmanship.Rules that say, this is how you handle surfaces;this is what control is all about; this is how you show you're a master of your craft.And that tension, that discovery, that push for something new --and at the same time, that sense of obligationto the regards of craftsmanship --that's as strong in cars as it is in anything.We work in clay, which hasn't changed muchsince Michelangelo started screwing around with it,and there's a very interesting analogy to that too.Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?There we go, the automobile.That was 100 years right there -- did you catch that?Between that one there, and that one there, it changed a lot didn't it?OK, it's not marketing; there's a very interesting car concept here,but the marketing part is not what I want to talk about here.I want to talk about this.Why it means you have to wash a car, what is it, that sensualityyou have to touch about it? That's the sculpture that goes into it. That sensuality.And it's done by men and women working just like this, making cars.
3:37Now this little quote about sculpture from Henry Moore,I believe that that "pressure within" that Moore's talking about --at least when it comes to cars --comes right back to this idea of the mean.It's that will to live, that need to survive, to express itself,that comes in a car, and takes over people like me.And we tell other people, "Do this, do this, do this," until this thing comes alive.We are completely infected. And beauty can be the resultof this infectiousness; it's quite wonderful.This sculpture is, of course, at the heart of all of it,and it's really what puts the craftsmanship into our cars.And it's not a whole lot different, really, when they're working like this,or when somebody works like this.It's that same kind of commitment, that same kind of beauty.
4:17Now, now I get to the point. I want to talk about cars as art.Art, in the Platonic sense, is truth; it's beauty, and love.Now this is really where designers in car business diverge from the engineers.We don't really have a problem talking about love.We don't have a problem talking about truth or beauty in that sense.That's what we're searching for --when we're working our craft, we are really trying to find that truth out there.We're not trying to find vanity and beauty.We're trying to find the beauty in the truth.However, engineers tend to look at things a little bit more Newtonian,instead of this quantum approach.We're dealing with irrationalisms,and we're dealing with paradoxes that we admit exist,and the engineers tend to look things a little bit more liketwo and two is four, and if you get 4.0 it's better, and 4.000 is even better.And that sometimes leads to bit of a divergencein why we're doing what we're doing.We've pretty much accepted the fact, though,that we are the women in the organization at BMW --BMW is a very manly type business, -- men, men, men; it's engineers.And we're kind of the female side to that. That's OK,that's cool. You go off and be manly. We're going to be a little bit more female.Because what we're interested in is finding form that's more than just a function.
5:25We're interested in finding beauty that's more than just an aesthetic;it's really a truth.And I think this idea of soul, as being at the heart of great cars,is very applicable. You all know it. You know a car when you've seen it,with soul. You know how strong this is.Well, this experience of love, and the experience of design, to me,are interchangeable. And now I'm coming to my story.
5:45I discovered something about love and design through a project called Deep Blue.And first of all, you have to go with me for a second, and say,you know, you could take the word "love" out of a lot of things in our society,put the word "design" in, and it still works,like this quote here, you know. It kind of works, you know?You can understand that. It works in truisms."All is fair in design and war."Certainly we live in a competitive society.I think this one here, there's a pop songthat really describes Philippe Starck for me, you know, this is likeyou know, this is like puppy love, you know, this is cool right?Toothbrush, cool.It really only gets serious when you look at something like this. OK?
6:23(Laughter)
6:25This is one substitution that I believeall of us, in design management, are guilty of.And this idea that there is more to love,more to design, when it gets down to your neighbor, your other,it can be physical like this, and maybe in the future it will be.But right now it's in dealing with our own people,our own teams who are doing the creating. So, to my story.The idea of people-work is what we work with here,and I have to make a bond with my designers when we're creating BMWs.We have to have a shared intimacy, a shared vision --that means we have to work as one family;we have to understand ourselves that way.There's good times; there's interesting times;and there's some stress times too.You want to do cars, you've got to go outside.You've got to do cars in the rain; you've got to do cars in the snow.That's, by the way, is a presentation we made to our board of directors.We haul their butts out in the snow, too. You want to know cars outside?Well, you've got to stand outside to do this.And because these are artists, they have very artistic temperaments.All right? Now one thing about art is, art is discovery,and art is discovering yourself through your art. Right?And one thing about cars is we're all a little bit like Pygmalion,we are completely in love with our own creations.This is one of my favorite paintings, it really describes our relationship with cars.This is sick beyond belief.
7:48(Laughter)
7:50But because of this, the intimacy with which we work together as a teamtakes on a new dimension, a new meaning.We have a shared center; we have a shared focus --that car stays at the middle of all our relationships.And it's my job, in the competitive process, to narrow this down.I heard today about Joseph's death genesthat have to go in and kill cell reproduction.You know, that's what I have to do sometimes.We start out with 10 cars; we narrow it down to five cars,down to three cars, down to two cars, down to one car,and I'm in the middle of that killing, basically.Someone's love, someone's baby.This is very difficult, and you have to have a bond with your teamthat permits you to do this, because their life is wrapped up in that too.They've got that gene infected in them as well,and they want that to live, more than anything else.
8:46Well, this project, Deep Blue, put me in contact with my teamin a way that I never expected, and I want to pass it on to you,because I want you to reflect on this, perhaps in your own relationships.We wanted to a do a car which was a complete leap of faith for BMW.We wanted to do a team which was so removed from the way we'd done it,that I only had a phone number that connected me to them.So, what we did was: instead of having a staff of artists that are just your wrist,we decided to free up a team of creative designers and engineersto find out what's the successor to the SUV phenomenon in America.This is 1996 we did this project. And so we sent them off with this team name,Deep Blue. Now many people know Deep Blue from IBM --we actually stole it from them because we figuredif anybody read our faxes they'd think we're talking about computers.It turned out it was quite clever because Deep Blue,in a company like BMW, has a hook -- "Deep Blue," wow, cool name.So people get wrapped up in it. And we took a team of designers,and we sent them off to America. And we gave them a budget,what we thought was a set of deliverables,a timetable, and nothing else.Like I said, I just had a phone number that connected me to them.
9:50And a group of engineers worked in Germany,and the idea was they would work separatelyon this problem of what's the successor to the SUV.They would come together, compare notes. Then they would work apart,come together, and they would produce togethera monumental set of diverse opinions that didn't pollute each other's ideas --but at the same time came together and resolved the problems.Hopefully, really understand the customer at its heart,where the customer is, live with them in America. So -- sent the team off,and actually something different happened. They went other places.
10:23(Laughter)
10:26They disappeared, quite honestly, and all I got was postcards.Now, I got some postcards of these guys in Las Vegas,and I got some postcards of these guys in the Grand Canyon,and I got these postcards of Niagara Falls,and pretty soon they're in New York, and I don't know where else.And I'm telling myself, "This is going to be a great car,they're doing research that I've never even thought about before."Right? And they decided that instead of, like, having a studio,and six or seven apartments,it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.And -- at least they told me it was her house,I guess it was at one time, she had a party there or something.But anyway, this was the house, and they all lived there.Now this is 24/7 living, half-a-dozen people who'd left their --some had left their wives behind and families behind,and they literally lived in this housefor the entire six months the project was in America,but the first three months were the most intensive.And one of the young women in the project,she was a fantastic lady, she actually built her room in the bathroom.The bathroom was so big, she built the bed over the bathtub --it's quite fascinating.
11:44On the other hand, I didn't know anything about this. OK?Nothing. This is all going on, and all I'm getting is postcardsof these guys in Las Vegas, or whatever,saying, "Don't worry Chris, this is really going to be good." OK?So my concept of what a design studio was probably --I wasn't up to speed on where these guys were.
12:02However, the engineers back in Munichhad taken on this kind of Newtonian solution,and they were trying to find how many cup holderscan dance on the head of a pin, and, you know,these really serious questions that are confronting the modern consumer.And one was hoping that these two teams would get together,and this collusion of incredible creativity,under these incredible surroundings,and these incredibly stressed-out engineers,would create some incredible solutions.Well, what I didn't know was, and what we found out was --these guys, they can't even like talk to each other under those conditions.You get a divergence of Newtonian and quantum thinking at that point,you have a split in your dialog that is so deep, and so far,that they cannot bring this together at all.
12:53And so we had our first meeting, after three months, in Tiburon,which is just up the road from here -- you know Tiburon?And the idea was after the first three months of this independent researchthey would present it all to Dr. Goschel --who is now my boss, and at that time he was co-mentor on the project --and they would present their results.We would see where we were going,we would see the first indication of what could bethe successive phenomenon to the SUV in America.And so I had these ideas in my head, that this is going to be great.I mean, I'm going to see so much work, it's so intense --I know probably Las Vegas meant a lot about it,and I'm not really sure where the Grand Canyon came in either --but somehow all this is going to come together,and I'm going to see some really great product.So we went to Tiburon, after three months,and the team had gotten together the week before,many days ahead of time.The engineers flew over, and designers got together with them,and they put their presentation together.
13:48Well, it turns out that the engineers hadn't done anything.And they hadn't done anything because --kind of, like in car business, engineers are there to solve problems,and we were asking them to create a problem.And the engineers were waiting for the designers to say,"This is the problem that we've created, now help us solve it."And they couldn't talk about it. So what happened was,the engineers showed up with nothing.And the engineers told the designers,"If you go in with all your stuff, we'll walk out,we'll walk right out of the project."
14:28So I didn't know any of this,and we got a presentation that had an agenda, looked like this.There was a whole lot of dialog.We spent four hours being told all about vocabularythat needs to be built between engineers and designers.And here I'm expecting at any moment, "OK, they're going to turn the page,and I'm going to see the cars, I'm going to see the sketches,I'm going to see maybe some idea of where it's going."Dialog kept on going, with mental maps of words, and pretty soonit was becoming obvious that instead of being dazzled with brilliance,I was seriously being baffled with bullshit.And if you can imagine what this is like,to have these months of postcard indication of how great this team is working,and they're out there spending all this money, and they're learning,and they're doing all this stuff.I went fucking ballistic, right? I went nuts.You can probably remember Tiburon, it used to look like this.
15:24After four hours of this, I stood up, and I took this team apart.I screamed at them, I yelled at them, "What the hell are you doing?You're letting me down, you're my designers,you're supposed to be the creative ones,what the hell is going on around here?"It was probably one of my better tirades, I have some good ones,but this was probably one of my better ones. And I went into these people;how could they take BMW's money,how could they have a holiday for three months and produce nothing, nothing?Because of course they didn't tell us that they had three station wagonsfull of drawings, model concepts, pictures -- everything I wanted,they'd locked up in the cars, because they had shown solidarity with the engineers --and they'd decided not to show me anything,in order to give the chance for problem solving a chance to start,because they hadn't realized, of course,that they couldn't do problem creating.So we went to lunch --
16:22(Laughter)
16:27And I've got to tell you, this was one seriously quiet lunch.The engineers all sat at one end of the table,the designers and I sat at the other end of the table, really quiet.And I was just fucking furious, furious. OK?Probably because they had all the fun and I didn't, you know.That's what you get furious about right?And somebody asked me about Catherine, my wife, you know,did she fly out with me or something?I said, "No," and it triggered a set of thoughts about my wife.And I recalled that when Catherine and I were married,the priest gave a very nice sermon, and he said something very important.He said, "Love is not selfish," he said,"Love does not mean counting how many times I say, 'I love you.'It doesn't mean you had sex this many times this month,and it's two times less than last month,so that means you don't love me as much.Love is not selfish." And I thought about this, and I thought,"You know, I'm not showing love here. I'm seriously not showing love.I'm in the air, I'm in the air without trust.This cannot be. This cannot be that I'm expecting a certain number of sketches,and to me that's my quantification method for qualifying a team.This cannot be."
17:46So I told them this story. I said, "Guys, I'm thinking about something here,this isn't right. I can't have a relationship with you guysbased on a premise that is a quantifiable one.Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"I said "This can't be."Actually, we all broke down into tears, to be quite honest about it,because they still could not tell me how much frustration they had built upinside of them, not being able to show me what I wanted,and merely having to ask me to trust them that it would come.And I think we felt much closer that day,we cut a lot of strings that didn't need to be there,and we forged the concept for what real team and creativity is all about.We put the car back at the center of our thoughts, and we put love,I think, truly back into the center of the process.
18:45By the way, that team went on to create six different conceptsfor the next model of what would be the proposalfor the next generation after SUVs in America.One of those was the idea of a crossover coupes --you see it downstairs, the X Coupe -- they had a lot of fun with that.It was the rendition of our motorcycle,the GS, as Carl Magnusson says, "brute-iful,"as the idea of what could be a motorcycle, if you add two more wheels.And so, in conclusion, my lesson that I wanted to pass on to you,was this one here. I'm also going to steal a little quote out of "Little Prince."There's a lot to be said about trust and love,if you know that those two words are synonymous for design.I had a very, very meaningful relationship with my team that day,and it's stayed that way ever since.And I hope that you too find that there's more to design,and more towards the art of the design, than doing it yourself.It's true that the trust and the love, that makes it worthwhile.
