[User] Please transcribe this text

[Assistant] So the problem we wanted to address in this project is parametric design. And parametric design or parameter tweaking happens in many, many different applications. So one example is image editing. So if you want to edit image, you have to control many, many parameters like brightness,


[User] Please transcribe this text

[Assistant] And also, uh, this is another example. A material design or appearance design in graphics. If you want to have appearance, like, uh,


[User] Please transcribe this text

[Assistant] And specific contributions we claimed in this publication paper is, first is microtask design, and another is algorithm framework. So for the first one, we proposed a new method, and then we also implemented algorithm to achieve that.


[User] Please transcribe this text

[Assistant] And we thought, oh, it's very efficient. And then just by replacing this radio button to adjust slider, just very small change in UI,


[User] Please transcribe this text

[Assistant] Uh, system can get much richer information from the user. So user just explore the parameter, one dimensional parameter space using slider.


[User] Please transcribe this text

[Assistant] One dimensional subspace of the high dimensional space, and then you can get one.


[User] Please transcribe this text

[Assistant] Yeah, we expect that there's maybe slightly more overhead from user's point of view, but the benefit outweighs the slight increase of user, uh, overhead. So that's the idea.


[User] Please transcribe this text

[Assistant] Roughly one third. Thank you very much. I didn't know this before this project, but this is a kind of established technique and we extend this to support this one-dimensional subspace. So basic idea is to


[User] Please transcribe this text

[Assistant] You know, the system gets estimation of the goodness of fitness in this high dimensional parameter space. And then whenever you get input from the user, system gets some estimation and then decide which


[User] Please transcribe this text

[Assistant] So we did some evaluation. We compared our sequential line search and pairwise comparison and also four-way comparison. And here is the result.


[User] Please transcribe this text

[Assistant] And I think we, we were also excited about this result. It was better than we expected originally. So, yeah, sequence analysis gets much faster to converge and also combines the much better, uh, error compared to pairwise comparison or four-way, uh, uh, sync.


[User] Please transcribe this text

[Assistant] And as I, as we expected, the overhead, crowd worker time for sequential line search, slider task is slightly...


[User] Please transcribe this text

[Assistant] Larger than pairwise comparison or four way, but it's not like double or triple. It's a little bit and it's, you know, the benefit outweighs this overhead. So that's our result.


[User] Please transcribe this text

[Assistant] Giving by giving this kind of natural language request to the cloud worker. So cloud worker was for example asked.


[User] Please transcribe this text

[Assistant] And yeaah, treat them into multiple maximum results not yet done.


[User] Please transcribe this text

[Assistant] Good it is. So that's uh, and then, there are many ways, but we tested this very simple


[User] Please transcribe this text

[Assistant] We get evaluators and then we pick good sketches and we present it to the next cloud workers as a good example. Please see these examples and then we get more data and then we repeat this and then we eventually get better results.


[User] Please transcribe this text

[Assistant] So we first submitted this work to Kiowa University, but we were rejected only because the payment to the cloud worker was too low.


[User] Please transcribe this text

[Assistant] So this is, the quality was higher by experts, the cost was lower by experts, but we found


[User] Please transcribe this text

[Assistant] Okay, so finally, uh, smart devices. So, uh,


[User] Please transcribe this text

[Assistant] So now we, uh, we discuss about the fabrication, actual creation process. And again, typical pipelines like this, user design something in computers, and then computer sends the data to the fabrication device, uh, like 3D printer, and you get the final result. So this is a kind of one way pipeline. So we want to make it interactive by, uh,


[User] Please transcribe this text

[Assistant] Having a smart tool to use directly interact with a physical object with computationally supported tool, this may be very interesting. So that's the idea.


[User] Please transcribe this text

[Assistant] The first one is this one. I think it's self exploratory from this photograph. But the first one is drawing system for carpet. Is it coming?


[User] Please transcribe this text

[Assistant] But as you see, it does work. So, uh, what we do is just, uh, standard form.


[User] Please transcribe this text

[Assistant] However, we, we, we have now cheap 3D scanning and 3D milling machine combining these fabrication devices. We thought that it might be possible to use these natural shape branches for, as architectural element. And here's a nice video.


[User] Please transcribe this text

[Assistant] So yeaah, so that's mostly it. So we are working on human-in-the-loop computer design for end users to design something with physical simulation and cloud sourcing and smart devices.


[User] Please transcribe this text

[Assistant] Yeah, so just briefly want to advertise our current work. So, uh, we are staying away from machine learning for a while, but now we started working with HCI for machine learning. I just heard a similar thing is happening here, James and other people working on, but I tried to do something like that.


[User] Please transcribe this text

[Assistant] And the goal here is to making machine learning easier to use. So, you know, I have been working on


[User] Please transcribe this text

[Assistant] Efforts. So we want to develop tools to help these people using machine learning.


[User] Please transcribe this text

[Assistant] So yeaah, that's the idea. So yeaah, there are many factors, like help people to get data from machine training.


[User] Please transcribe this text

[Assistant] So this project just started and we are hiring, so that's why I'm here all the way. So if you are interested in this kind of project and want to spend some time in Tokyo, we are always expecting visitors, interns, postdocs, so please come to Tokyo. So thank you very much for your time. Okay, that's it.


[User] Please transcribe this text

[Assistant] I was talking to a couple of guys down there. They ran into some trouble with that machine gun. How about Halvorson?


[User] Please transcribe this text

[Assistant] How does the beach look? Empty. Where was the machine gun? They didn't tell me, over there somewhere. Who didn't tell you? The two guys.


[User] Please transcribe this text

[Assistant] I'd go in my hands pushing a pino with my nose and I'd take a train. Railroads are jammed these days.


[User] Please transcribe this text

[Assistant] We were the same draft boy. Same day. Forget it. He was a good guy. Okay.


[User] Please transcribe this text

[Assistant] What comes after Tibet? What comes where after Tibet? In the war.


[User] Please transcribe this text

[Assistant] Nobody dies. How's the ammo?


[User] Please transcribe this text

[Assistant] Hey Freeman, what's this mean? Five minutes after going upfield on da. I don't get it.


[User] Please transcribe this text

[Assistant] Maybe we can sleep all day tomorrow. Maybe Germany will surrender tomorrow. Who knows?


[User] Please transcribe this text

[Assistant] They're exhausted because they have to swim a hundred miles now to get to food and then coming back here because this is the only place to sleep. They used to sleep on the ice, dive down, eat food, sleep on the ice. Easy.


[User] Please transcribe this text

[Assistant] And now they're swimming a hundred miles, coming to this base, climbing cliffs, and they're just exhausted and falling down and either being killed, falling, or just crushing each other.


[User] Please transcribe this text

[Assistant] And that means that people, most people like to start on a task, work on it through to completion before switching to something else. That's the way I am, that's the way most people are.


[User] Please transcribe this text

[Assistant] But we live in a world in our digital age where we are forced to be polychronic.


[User] Please transcribe this text

[Assistant] And that's because people have multiple windows open, multiple screens, people use multiple devices, lots of different applications, access to innumerable numbers of people and


[User] Please transcribe this text

[Assistant] Types of information. And so, you know, we have this polychronic lifestyle and, uh, and yet it's contrary to what our nature is.


[User] Please transcribe this text

[Assistant] So I'm very interested in how this kind of polychronic lifestyle leads us to do multitasking.


[User] Please transcribe this text

[Assistant] So when people think of multitasking, they think of people doing two things at the same time. And that's not humanly possible unless it doesn't require a lot of cognitive


[User] Please transcribe this text

[Assistant] Effort like chewing gum and walking. But if you really want to do two, uh, kinds of activities that require some kind of cognitive processing, it's not possible. Multitasking is really about switching activities very rapidly, interleaving of activities. It's, it's like time sharing with computers.


[User] Please transcribe this text

[Assistant] So uhm, there's a lot of work that has looked at the effects of doing what's called media multitasking.


[User] Please transcribe this text

[Assistant] Uh, college students and they find that if kids are, you know, doing their homework and, you know, doing instant messaging or doing their homework and watching YouTube, uh, they tend to do worse on these tasks.


[User] Please transcribe this text

[Assistant] Uhm, especially these kinds of tasks that require some kind of goal, uh, directed, sustained, um, attention. Uhm, also, uhm,


[User] Please transcribe this text

[Assistant] These, uh, people have difficulty from filtering, um, inference from, uh, stimuli that's in their periphery in the environment.


[User] Please transcribe this text

[Assistant] Now, uhm, there are challenges with measuring multitasking.


[User] Please transcribe this text

[Assistant] And traditionally people have used pencil and paper to measure it and they ask people, you know, how much have you multitasked? How much have you used different?


[User] Please transcribe this text

[Assistant] And there's lots of studies that have looked at multitasking in the laboratory, but these don't really reflect real world behavior. Especially if you're thinking about the workplace. So, you know, how can you model career trajectories, or stress, or conflicts with your colleagues. So.


[User] Please transcribe this text

[Assistant] My perspective, and this is, this is the approach that I take when, when I do research, is that to really study people, you have to go where people are.


[User] Please transcribe this text

[Assistant] And, you know, set up, you're creating an abstract model of the world, which has its advantages because you can control variables. But you go to where people are and you create living laboratories. And that means that you study people in their natural environments. And you try to do it as unobtrusively as possible.


[User] Please transcribe this text

[Assistant] So that's, that's the approach I take to, uhm, in my research. And it enables me to ask questions, uh, related to multitasking. Things like how fragmented is our attention when we work with digital media? And how do you explain distraction with digital media?


[User] Please transcribe this text

[Assistant] And, uh, how does, how does using digital media affect our mood?


[User] Please transcribe this text

[Assistant] Okay, so uhm, I've been asked, well haven't people always multitask? What is new about this? So, you know, I dug into the literature and uhm,


[User] Please transcribe this text

[Assistant] First of all, no one has ever examined people's use of digital media, at least to the level of detail that we have, where we look at what people do to the second.


[User] Please transcribe this text

[Assistant] But what people have done is they've, they've followed people around in the workplace and they've looked at how people distribute their time over the work day. So we have some basis for comparison.


[User] Please transcribe this text

[Assistant] So if you look at the, the two columns on the right. So this was a study done by Hudson and colleagues. This was done at IBM in 2002. A study I did with my student Victor Gonzalez in 2006.


[User] Please transcribe this text

[Assistant] And uhm, these were studies when personal computing and email use were in widespread use in the workplace. And these other studies, uh, were not. So we have some, some kind of point of comparison. And if you look at these two rows,


[User] Please transcribe this text

[Assistant] Amount of time, the proportion of time that people spent doing desk work.


[User] Please transcribe this text

[Assistant] The first is the proportion of time that people spent at their desk nearly doubled, right, with the, with the widespread use of personal computing and email.


[User] Please transcribe this text

[Assistant] Scheduled face-to-face meetings and if you put these two together, right, we can infer that a lot of the work that was formerly done in face-to-face meetings is probably now being done at the desktop, through email, through desktop conferencing, through instant messaging, through a lot of other channels.


[User] Please transcribe this text

[Assistant] So my interest in going to where people are and studying what people do in their real world environments, uhm, is, uh, actually it comes at a fortuitous time because we're living at this time where there's this revolution in the development of sensor technologies.


[User] Please transcribe this text

[Assistant] And so I want to talk about two projects that involved using a variety of different sensors to understand people's behavior as they work with digital media.


[User] Please transcribe this text

[Assistant] Uhm, the first project is the Health Sense Project where we've been tracking information workers. So, we've, we've tracked over 100 workers to date, uh, over multiple days, about two weeks.


[User] Please transcribe this text

[Assistant] Uh, with a variety of different sensors. Uh, the second project I will spend less time on but I'll just say a few words and that's the millennial project.


[User] Please transcribe this text

[Assistant] And that was looking at college students where we tracked 124 college students, uh, you know, in their normal college life and we tracked them for seven days.


[User] Please transcribe this text

[Assistant] Now, the grand challenge of doing this kind of work is that, you know, if you were to do ethnographic work, right, you get a good sense of the how and the why of what people are doing, right? You can take a deep dive into context and you can understand the context.


[User] Please transcribe this text

[Assistant] When you're using sensors, you're getting different bits of information, disparate bits, and you have to somehow combine these bits of information.


[User] Please transcribe this text

[Assistant] Now, it's pretty easy to measure stress because we have devices, wearables that can, uh, measure things like heart rate variability and you can understand stress.


[User] Please transcribe this text

[Assistant] But how can you understand a very broad construct like workplace performance or organizational citizenship?


[User] Please transcribe this text

[Assistant] Through sensor information. And at the very, very end, I'm gonna talk about a project I'm working on to, to try to get at that. But I, I see that as being the grand challenge.


[User] Please transcribe this text

[Assistant] So, uh, we measure stress, uh, through heart rate monitors. We, we also now use, uh, wrist wearables. Uh, you measure what's called heart rate variability. We've also measured, uh, electrodermal activity using affective acute sensors. The newer version is called Empatica.


[User] Please transcribe this text

[Assistant] Uh, we measure mood and people's focus through experience sampling. I'll talk about that a little bit later.


[User] Please transcribe this text

[Assistant] Uh, we measure face-to-face interaction using sense cams. That's this, this picture right here. It's, it's a very small, lightweight camera.


[User] Please transcribe this text

[Assistant] And it takes continual photos about every 15-20 seconds and then you apply software face detection on it to determine is there a face present or not. So you can infer at least if someone was, uh, near another person. And it has very high accuracy in face detection.


[User] Please transcribe this text

[Assistant] We of course measure digital activity by logging computers and, uh, phones. Uh, we do activity tracking. We have people wear actographs, uh, Fitbits or wearables.


[User] Please transcribe this text

[Assistant] We, and we use those also to measure sleep, uh, and sleep rhythms. And then we give people a whole lot of different demographic and personality measures that we use to correlate with our sensor data. So, I want to start off by


[User] Please transcribe this text

[Assistant] telling you what we can learn about people, uh, through very simple information that we can collect. If we just look at temporal features of computer and phone use,


[User] Please transcribe this text

[Assistant] Just temporal features. What do I mean by that? I mean the time you turn your device on or off. What's the average length of time? Uh, the dispersion. Did you use it in a concentrated period of time or over the day?


[User] Please transcribe this text

[Assistant] And we find that we can predict, uh, the big five personality traits with a fair amount of accuracy, significantly better than chance, just simply in terms of temporal activity in using devices.


[User] Please transcribe this text

[Assistant] Let's talk about fragmented attention when people are using digital media.


[User] Please transcribe this text

[Assistant] We see, and I should mention that there's a lot of data cleaning that goes into it. Huge amount of data cleaning that, uh, so that we can, you know, filter out all the noise and that's just a huge endeavor.


[User] Please transcribe this text

[Assistant] But just looking at the median length of time that people's attention is on any computer screen before switching to something else in the workplace, we find it to be about 40 seconds.


[User] Please transcribe this text

[Assistant] And that's, uh, that's day in and day out, right? And that's a, that's a very short period of time.


[User] Please transcribe this text

[Assistant] So, you know, I looked at this, uh, number and thought that, uh, you know, maybe there are individual differences, right? Not everybody has short attention duration. Some people spend longer, some people spend shorter. And so we dug into the literature.


[User] Please transcribe this text

[Assistant] And we hypothesize, we, we found that these are possible reasons that might explain, uh, individual differences.


[User] Please transcribe this text

[Assistant] Have a lot of thoughts that are just kind of flowing through your mind and this can interrupt your train of thought and this could potentially affect your duration of focus.


[User] Please transcribe this text

[Assistant] Uh, people who are impulsive, right? There's different dimensions of impulsiveness. Urgency is this idea. You just have to do something. You can't hold yourself back.


[User] Please transcribe this text

[Assistant] Another dimension is this inability to just persevere at something.


[User] Please transcribe this text

[Assistant] We hypothesized that people who were stressed would have shorter attention duration and people who had poor sleep the night before because you don't have the cognitive resources you need to focus.


[User] Please transcribe this text

[Assistant] And we also hypothesized the, the other, uh, way around that if you, the longer your focus duration on the computer, the higher should be your self-assessed productivity at the end of the day. And we did find


[User] Please transcribe this text

[Assistant] That indeed, neuroticism and uh, impulsiveness urgency were significantly correlated, very strong trends with stress and sleep, and a significant uh, relationship with productivity. We did a factor analysis.


[User] Please transcribe this text

[Assistant] And we find that these three variables clustered under a factor that we label lack of control. And so the way we interpret this individual difference


[User] Please transcribe this text

[Assistant] Is that people who lack the ability to control their actions. These are the people that have shorter attention duration when working on a computer.


[User] Please transcribe this text

[Assistant] I want to say that, you know, you say, gee, 40 seconds on the computer. Well, maybe that's not so bad if you're working on the same project. Right? Probably everyone here is an academic.


[User] Please transcribe this text

[Assistant] And when you're writing a paper, because we're in the business of writing papers, you'll look on the internet, you'll type in a word document, you'll go on email, you talk to colleagues, but it's all the same project. So, so what that your attention is short on any kind of one of these micro activities.


[User] Please transcribe this text

[Assistant] So this is actually from earlier work that involves ethnography where a student of mine followed people around with a timer and tracked every


[User] Please transcribe this text

[Assistant] And found two things. First of all, people work on an average of about 12 different projects. And we call these working spheres, sphere of work, just a little bit broader than the notion of project because it could be personal, uh, projects as well.


[User] Please transcribe this text

[Assistant] to something else. And for information workers, that's not a very long time.


[User] Please transcribe this text

[Assistant] Right, because it takes, I mean at least I know if I try to do something, it takes me probably ten minutes just to try to get started to go into depth if I'm reading an article or writing something and then I'm switching to something else.


[User] Please transcribe this text

[Assistant] So, let me talk about how people's rhythms of attention is distributed throughout the day.


[User] Please transcribe this text

[Assistant] So the notion of attention focus, right? This has been covered by different kinds of constructs.


[User] Please transcribe this text

[Assistant] Oh my god, it's going to blink. Sheik's and Mahali's notion of flow where you're so immersed in an activity that you become completely unaware of the passage of time. Okay, so all of these concepts have to do with attention focus.


[User] Please transcribe this text

[Assistant] And then the flip side of attention focus, the way it's been treated in the literature, is boredom. And so,


[User] Please transcribe this text

[Assistant] When people are bored, they generally tend to not be in a good mood.


[User] Please transcribe this text

[Assistant] This is typically the way that, uh, research studies have always treated attention.


[User] Please transcribe this text

[Assistant] But we thought that perhaps there's an orthogonal dimension that goes through attention, which has to do with the idea of challenge.


[User] Please transcribe this text

[Assistant] And this comes from the idea of flow. Because to be in a state of flow, it involves using your skill.


[User] Please transcribe this text

[Assistant] But also being challenged at doing something, right? Without this notion of challenge, you can't be fully engaged.


[User] Please transcribe this text

[Assistant] And, and let me walk through it with you. So it's the idea that if people are really engaged in doing something and really challenged, we label it focus, right? It's just a label that, that we're using.


[User] Please transcribe this text

[Assistant] If people are really engaged in doing something and they're not very challenged, we call this rote, as in rote work. And let me give you an example, playing solitaire, right? You're really engaged in playing solitaire.


[User] Please transcribe this text

[Assistant] And if people are highly engaged and, uh, sorry, high, highly challenged and not engaged, we call that frustrated. Again, these are just labels. An example of frustration could be a, a software developer who has to figure out a bug and they're just not really into it, right? But it's, it's challenging. So,


[User] Please transcribe this text

[Assistant] People were given, uh, these probes throughout the day. These are experience sampling probes. And they appeared on people's computer screen.


[User] Please transcribe this text

[Assistant] And then down here, then it asks, did you just have a face to face interaction? And then down here, we ask people, how engaged were you and how challenged were you in the thing you were just doing?


[User] Please transcribe this text

[Assistant] In about maybe two seconds or so, two or three seconds. Uhm, people were given these probes, uh, about 18 times a day. Uh, the irony does not escape me that we interrupted people 18 times a day, but we got terrific data.


[User] Please transcribe this text

[Assistant] So remember that attention is associated with positive affect.


[User] Please transcribe this text

[Assistant] That's what makes people happy, right? In, in the workplace. People are, uh, less happy when they're focused, and then consistent with all the, the research, people are least happy when they're poor. Yeah.


[User] Please transcribe this text

[Assistant] That's right. And then when people unlock their screen, uh, we, we would ask them and then if they had an interaction, we, we would know about that interaction. And when they submitted these, uh, probes, we would get timestamps so we could sync that up with all of our other data so that we could try and make sense of it. But that, thank you for the question.


[User] Please transcribe this text

[Assistant] So this is what, uh, the rhythm of people's attention focus and different attentional states look like over the course of the day over our participants.


[User] Please transcribe this text

[Assistant] And uhm, there's a few things about this that I find interesting. First of all,


[User] Please transcribe this text

[Assistant] People's peak focus is about 11 o'clock in the morning. Late morning and about 3 p.m. So it's not like your focus is continual throughout the day. Uhm, being bored is somewhat of a uniform distribution.


[User] Please transcribe this text

[Assistant] Uh, sort of. Uhm, but what I find interesting is that people don't come to work ramped up and ready to go, but it takes some time to ease into the work, right? To get into their work, right? They don't hit the ground running when they come to the workplace, yeaah.


[User] Please transcribe this text

[Assistant] We put a lot of thought into that and we kept going back and forth should we kind of normalize depending on when people came. And then we decided that because there's, because interaction is an important component of the workplace, we would actually do this


[User] Please transcribe this text

[Assistant] According to the actual time. So if someone, you know, a few people came to work at seven. Uhm, but, you know, most people were in the workplace nine-ish or so.


[User] Please transcribe this text

[Assistant] Right? But we, we kept going back and forth. So we'd normalize it as to the first, you know, and call it first, second, third hour. But,


[User] Please transcribe this text

[Assistant] We have not looked at that, but that's super interesting to look at. Yeah. So uhm,


[User] Please transcribe this text

[Assistant] And uhm, Alex was very interested in seeing if he could devise a way to get people to reattach


[User] Please transcribe this text

[Assistant] Uh, faster to work in the morning and to detach from work at the end of the day. And there's just a lot of work that shows how if people don't detach from the workplace, it creates stress and bad mood and, you know, it affects people's health and well-being.


[User] Please transcribe this text

[Assistant] Uh, that had, there were actually two conditions. So people used Switchbot. Uh, first of all, they, they worked as they normally did and, um, had their computer activity locked.


[User] Please transcribe this text

[Assistant] Chatbot designs. The first asked was task centric and asked people in the morning, what do you want to work on today?


[User] Please transcribe this text

[Assistant] And the emotion-centric approach, a different set of subjects between subjects designed, was how do you want to feel today? So get people to either focus on the task or focusing on the emotion.


[User] Please transcribe this text

[Assistant] And at the end of the day for detachment, the task centric chatbot


[User] Please transcribe this text

[Assistant] Ask people, what did you work on today? Again, work, work-centric. And emotion-centric, how did you feel about work today? Right? It's like having your therapist at the end of the day. So there were 34 people, uhm, over two work weeks. And, I mean, the results were, uh,


[User] Please transcribe this text

[Assistant] Interesting, in that uhm, the reattachment chatbot, irrespective of whether it was task or motion centric,


[User] Please transcribe this text

[Assistant] It received a positive evaluation. Uhm, but people with the task-centric dialogue actually used more productivity apps in the first hour of the day. Productivity apps are things like Word or Excel or


[User] Please transcribe this text

[Assistant] Uh, visual basic studio or anything that's related to work.


[User] Please transcribe this text

[Assistant] Uhm, the detachment part of the chatbot, eh, got a sort of a meh evaluation. Uhm, but people in the evening actually did send significantly fewer emails, uhm, and there was no difference in whether it was the task or emotion centric, uhm,


[User] Please transcribe this text

[Assistant] Uhm, higher. But there's, there's a lot, I think it's an interesting first step, but there's a lot more things that, that can be uhm, studied with respect to detachment and retachment. Okay.


[User] Please transcribe this text

[Assistant] So now let's talk about distractions.


[User] Please transcribe this text

[Assistant] So I've been looking at interruptions for a long time.


[User] Please transcribe this text

[Assistant] And one of, probably one of the most surprising things I've found is that, uh, people tend to self-interrupt or what we call internal interruptions.


[User] Please transcribe this text

[Assistant] Almost as much as they get externally interrupted by some


[User] Please transcribe this text

[Assistant] Is, is really interesting to watch. You're, you're, as the observer, you're watching someone, they're typing in a Word document and they suddenly stop and they check email or they stop and pick up the phone. Right? There's no observable or explainable reason, uh, reason for the observer for this behavior.


[User] Please transcribe this text

[Assistant] Now, we looked at our data, and we divided the data into, uhm, hourly time windows, and we looked at the relationship of external and internal interruptions in each of these hour-long time windows.


[User] Please transcribe this text

[Assistant] And we found something really interesting. That when external interruptions waned, what happened was that internal interruptions started to kick in.


[User] Please transcribe this text

[Assistant] Right? And it's as though, I mean the way I interpret this.


[User] Please transcribe this text

[Assistant] Is that if you're, people are conditioned to interrupt. And if you're not getting interrupted by some external source, you interrupt yourself. Because people are just conditioned to have short attention spans. And they're gonna, they're gonna cut off what they're doing.


[User] Please transcribe this text

[Assistant] Change their activity one way or the other, if not from an external source, then from an internal source.


[User] Please transcribe this text

[Assistant] So that's my, my interpretation of the data.


[User] Please transcribe this text

[Assistant] Now, people have studied interruptions and there's this assumption that people in the workplace, they work really hard and they're really focused and then along comes a distraction like a Facebook notification. They go to Facebook and then they get really bored. But,


[User] Please transcribe this text

[Assistant] We wondered if maybe it's the other way around.


[User] Please transcribe this text

[Assistant] We looked at, uh, some common time types of interruptions based, based on our data. It turns out that 40% of interruptions are from some form of workplace communication.


[User] Please transcribe this text

[Assistant] Uh, email, which is primarily work related, at least in this particular company.


[User] Please transcribe this text

[Assistant] Uh, face-to-face could be either, could be work-related or social.


[User] Please transcribe this text

[Assistant] And to give you kind of an overview of how people spend their time in these workplace, uh, communications, we see that uhm, with Facebook, people average about 21 times a day.


[User] Please transcribe this text

[Assistant] That they check Facebook. Email about 74 times a day. Actually the high person in our sample was something like 435 times a day checking email.


[User] Please transcribe this text

[Assistant] So, people check Facebook, but they only spend about 18 seconds and then go back to work. And email, they, uhm, average about 32 seconds and then go back to work. So, frequent checks and very short periods of time.


[User] Please transcribe this text

[Assistant] So this is the way that we looked at our data. So we had this experience sampling probe. We had the time stamp.


[User] Please transcribe this text

[Assistant] Uh, we looked at various windows of time, 5 minutes, 10 minutes, 15 minutes, and they weren't consistent. So, uh, I'm just reporting the 10 minute, uh, uh, results. And of course we had to control what people were doing prior to the probe, right?


[User] Please transcribe this text

[Assistant] We found significantly more face to face interactions.


[User] Please transcribe this text

[Assistant] And when people were doing rote work, we found significantly longer Facebook use. So there seems to be a relationship


[User] Please transcribe this text

[Assistant] Uh, between people's attentional state and what they're doing after.


[User] Please transcribe this text

[Assistant] Uh, so it took me six years to find a field site that was willing to let itself be cut off from email for a period of a week.


[User] Please transcribe this text

[Assistant] Uh, and actually the way I got that field site is a really funny story that I'm happy to tell sometime, maybe over beers.


[User] Please transcribe this text

[Assistant] Uh, but finally got the, the, uh, field site and, uh, we had people wearing heart rate monitors to measure heart rate variability stress. We logged their computer activity, we measured them for one baseline week, and then they cut off, uh, email.


[User] Please transcribe this text

[Assistant] For a period of a week. And we hypothesize that their stress would go down. Yeaah.


[User] Please transcribe this text

[Assistant] We, we, we don't know how much had changed. Uhm.


[User] Please transcribe this text

[Assistant] So, when people were cut off from email, they did, uh, focus significantly longer on any computer screen, uh, compared to, uhm,


[User] Please transcribe this text

[Assistant] Uh, the flip side of looking at the data, it's sort of like the other side of the coin, is the number of switches per hour, and people switched about half as frequently when, when they didn't have email. And that didn't necessarily have to be the case. I mean, you might think, well of course they took away email.


[User] Please transcribe this text

[Assistant] They won't switch as much. They could have switched as much with all of their other applications they were using. Right? But they didn't. Yeaah.


[User] Please transcribe this text

[Assistant] And that's because heart rate variability, uh, the higher the variability, the more relaxed people are. And that's because if you're really relaxed, the least little stimulus is going to make you jump and affect the variability. And if you're really stressed,


[User] Please transcribe this text

[Assistant] The variability of your heart rate, the time between consecutive heartbeats, it's very regular, right? You're in this kind of fight or flight.


[User] Please transcribe this text

[Assistant] Uh, syndrome. And so we found people were more, uh, relaxed when, uh, less stressed when they didn't have email. Now to James, to your question, we actually expected that when email was first cut off, people would become more stressed.


[User] Please transcribe this text

[Assistant] Right, and then we would see a decline. But it was all over the map.


[User] Please transcribe this text

[Assistant] So, there was no particular regularity in people's behavior. So, if people were affected by the cutoff,


[User] Please transcribe this text

[Assistant] Right. So uhm, first of all, there was a significant difference between baseline and cutting off email. So if the stress went up, there was still a significant difference.


[User] Please transcribe this text

[Assistant] Uhm, people were allowed to contact other people, but they just couldn't use the email. And that was another interesting thing, was that people could have just walked down the hall to talk to someone in person, but they just didn't. For many of those cases, they didn't.


[User] Please transcribe this text

[Assistant] Uhm, some people did. Uhm, one person, this is really interesting, uhm, he reported that his manager would always give him these little tasks to do.


[User] Please transcribe this text

[Assistant] And he couldn't get any work done because he'd get an email from his manager that he had to respond to because it was his manager. When the email was cut off, his manager could have simply walked in and...


[User] Please transcribe this text

[Assistant] We asked the question, how does uhm, what's the difference between social interaction that's online


[User] Please transcribe this text

[Assistant] By, uh, online activity, we looked at Facebook because at this particular organization, Facebook was the primary online, uh, social interaction tool that people used.


[User] Please transcribe this text

[Assistant] And we looked at two different time perspectives. And the first perspective is comparing people's mood, positive affect, at the time the interaction occurred.


[User] Please transcribe this text

[Assistant] Now how many of you think that people were happier right after doing a face-to-face interaction?


[User] Please transcribe this text

[Assistant] Compared to Facebook, how many of you think happier after face to face?


[User] Please transcribe this text

[Assistant] Uh, the answer is face to face. So people were happier. The second time perspective we looked at is people's happiness at the end of the day. We asked them to reflect back over the day and you know how


[User] Please transcribe this text

[Assistant] How happy are you, you know, you're leaving at the end of the day? This is important because there are carryover effects of workplace mood to personal life at home.


[User] Please transcribe this text

[Assistant] Now, how many of you think people were happiest at the end of the day the more face-to-face interaction that they had during the day?


[User] Please transcribe this text

[Assistant] And so here's the way that, uhm, we interpret it. That if you're really engaged in work, you know, Facebook offers you this way to move in and out, to take a break under your control. You can move in and out, right, seamlessly under your control.


[User] Please transcribe this text

[Assistant] The last thing you want to do if you're engaged in your work is to have a face to face interaction. Because you are a prisoner of that interaction. Right? You're working really hard on something.


[User] Please transcribe this text

[Assistant] And you have to do this face-to-face interaction. There's a greeting ritual and the interaction and the parting ritual and you can't gracefully just leave. So we think that uhm, Facebook offers this what we call grazing behavior when people are really engaged in work.


[User] Please transcribe this text

[Assistant] So, we wanted to see what would happen if we blocked distractions. And there's a lot of commercial software out there that people can use, uhm, to block distractions. And, but it had not been empirically tested.


[User] Please transcribe this text

[Assistant] We decided to do that. We did a field study. We had, uhm, 32 information workers. Used a commercial, uh, software called Freedom. Uh, measured five days of baseline and five days when they had their online distractions blocked.


[User] Please transcribe this text

[Assistant] People could choose what it was that distracted them and what they wanted to block. And this is just a rough approximation of what was blocked. Most of it was social media. But they also blocked news sites, uh, eBay shopping sites and so on.


[User] Please transcribe this text

[Assistant] So using, uh, the cognitive absorption scale, which is a well-validated scale of attention focus, we find that with this blocking software in use for a week, people's focused immersion in an activity significantly increased.


[User] Please transcribe this text

[Assistant] Uh, temporal dissociation means you're so immersed in something you're unaware of time passing. That actually decreased. That means people became more aware of time.


[User] Please transcribe this text

[Assistant] Uh, there was no difference in their feeling of control, which really surprised us. Uh, their enjoyment decreased while we took away their social media. And, uh, there was no difference in curiosity.


[User] Please transcribe this text

[Assistant] So we interviewed people afterwards, and the reason that they reported white focus increased. First of all, uh, we removed attention residue.


[User] Please transcribe this text

[Assistant] Take care, when you look at Facebook or do an email and you come back to your work role, you still have this residue from that interruption, right? This, this kind of...


[User] Please transcribe this text

[Assistant] Part of your attention is still focused on that interruption, and that was removed, but we also stopped chains of distraction. People reported, you don't just check Facebook or check a news site on the internet, but you go into this rabbit hole of distractions, and we took that away.


[User] Please transcribe this text

[Assistant] So then we looked at the data to try to figure out, well, why didn't we see a difference in control? And it turns out that from the interview data, there were indeed two different groups that emerged. People who had high self-control and people who had low self-control.


[User] Please transcribe this text

[Assistant] And we found that people who, uh, through the interviews came off of, as having high self-control, scored significantly higher in conscientiousness and, uhm, significantly lower in this impulsivity trait of lack of perseverance. So we had some, some validation from the interview data.


[User] Please transcribe this text

[Assistant] Now we looked more into the data and using the NASA TLX scale, which is a measure of mental workload, which includes the measures of stress and mental effort


[User] Please transcribe this text

[Assistant] We find that people in low self-control, you know, there was really no significant difference in their mental, in their workload when they used this blocking software.


[User] Please transcribe this text

[Assistant] And they don't take breaks. They just worked straight through, right? They could have taken physical breaks and gone to the coffee room and they didn't. They just stayed there. They didn't have their online distractions to, you know, to take a quick mental break under which they would have control and were able to get back to work.


[User] Please transcribe this text

[Assistant] Right, one person missed her shuttle at the end of the day, which had never done before because she was just working straight through.


[User] Please transcribe this text

[Assistant] Based on attention patterns. I mean, we showed you this, just this overall view, but there are personalized patterns of attention that could be looked at. There are times when people can be very focused and other times not.


[User] Please transcribe this text

[Assistant] We can, uh, design interventions to increase focus, reduce stress and improve mood, and I have a project working on that now.


[User] Please transcribe this text

[Assistant] And, uh, we can, uh, block distractions for people who are, have low control, right? So it's important to consider, uh, individual differences.


[User] Please transcribe this text

[Assistant] So I was going to talk about the millennial generation and I'm running out of time, but I will just present one result here and that has to do with sleep.


[User] Please transcribe this text

[Assistant] That's easy to explain because Facebook is lightweight, does not involve cognitive resources, right? So it's something easy to do if you just lack these, these mental resources.


[User] Please transcribe this text

[Assistant] Oh, well, that's good, but I will look it up because uhm, you caught me and I can't remember what...


[User] Please transcribe this text

[Assistant] And uhm, you know, how do you explain all this? And so this is the idea, this is what I think about. Uhm, you know, there's a long history in psychology that it's very consistent and talks about how people strive to maintain a kind of inner balance, right? This kind of balanced emotional


[User] Please transcribe this text

[Assistant] Uh, in psychological state, um, Hippocrates talked about with the body, harmonious balance.


[User] Please transcribe this text

[Assistant] Gestalt Theorists talked about the Law of Pregnance, where you have this unified


[User] Please transcribe this text

[Assistant] Uh, theory of perception. Uh, my favorite psychological theory of all time is Kurt Lewin's field theory, which is that our ultimate goal is to reduce tension in our lives. And every action we do is designed to reduce our tension. And of course, you, you know, cognitive dissonance theory.


[User] Please transcribe this text

[Assistant] And so, you know, this is an idea that I work with that maybe people adjust their use of digital media in order to achieve an internal balance when, when they're working at it. So, you know, when things become too stressful, perhaps they switch.


[User] Please transcribe this text

[Assistant] To, to something else to try to balance this out.


[User] Please transcribe this text

[Assistant] Uh, very quickly, I want to talk about what I'm currently working on. Uh, the test rate project.


[User] Please transcribe this text

[Assistant] I'm very excited about this. It's, it's the same idea of using sensors to predict a workplace experience and to, in particular, organizational citizenship, organizational deviance, task performance, uhm, stress to the point that it gets to burnout,


[User] Please transcribe this text

[Assistant] Uhm, and our target is to measure 750 workers over a year.


[User] Please transcribe this text

[Assistant] Uh, to date we have about 250 people enrolled.


[User] Please transcribe this text

[Assistant] Uh, but I hope we'll get close, if not achieve 750. Uhm, and we have a lot of different sensors that we're using, you know, wearable devices, um, beacons, so that we can look at location, phone agent, to see how people are using their phone.


[User] Please transcribe this text

[Assistant] And we're also looking at people's, uh, social media use. And I do want to stress, uh, we are very concerned about privacy, uh, of our participants. And you can look at the URL for more.


[User] Please transcribe this text

[Assistant] Uh, information. Uh, this was, work was done, uh, with the collaboration of a number of really incredible people that I really need to, to give them credit for this work. And I would like to thank our sponsors but also our participants. Thank you.


[User] Please transcribe this text

[Assistant] To think of some way to kind of prevent that mind wandering. So we haven't done that, right? That, that's a, I would say that's a grand challenge. That's, that's gonna be really hard to do, but, uh, would be really...


[User] Please transcribe this text

[Assistant] Uhm, but if there is a way that you can, you know, find a way to, uhm,


[User] Please transcribe this text

[Assistant] Uh, what the right scheduling is, right? The road work can offer a kind of respite, right? Focus, uh, is also associated with stress, we found. So you can't, I mean, you don't want people to just focus continually throughout the day, but you really want to have some kind of balance, right? Automation might move the balance.


[User] Please transcribe this text

[Assistant] Right, to the other way where people are just doing this kind of rote work. On the other hand, you know, people are arguing that automation will free people up to do the intellectual work, right, and let the machines do the rote work. And, and maybe this is what you are getting at, that, you know, would people be less happy if we're taking the rote work away. I don't know. That's a good topic for a study.


[User] Please transcribe this text

[Assistant] But at the minute I think it looks a little flat, so I'd like to create a UI component, a card, which you see in all kind of different libraries like Bootstrap or Foundation. And that's gonna give this some depth and put a container around each one of these different poles.


[User] Please transcribe this text

[Assistant] So this is gonna be a shared component because we could then use the card in whatever other component we wanted to. So I'm gonna right click over here and create a new file and call this card.


[User] Please transcribe this text

[Assistant] But I'm just going to say div and give this a class of card.


[User] Please transcribe this text

[Assistant] And the reason I'm doing this and I'm creating a new component for something so simple is just to kind of modularize this a little bit more because then if I want to create a card somewhere else


[User] Please transcribe this text

[Assistant] In the project, I then don't have to write all the styles out again. I don't have to write the HTML out again, that kind of thing. It just makes it a little bit easier to work with if you have all of these different common components ready to use.


[User] Please transcribe this text

[Assistant] So anyway, inside here we're gonna output the slot, and remember the slot is the stuff, the HTML that we pass in as a child to the component. So our slot in our example is gonna be all of this stuff, oops, all of this stuff right here, that's gonna be inside the card.


[User] Please transcribe this text

[Assistant] So that's all the HTML is, but we are going to have some styles. So let's do a style tag and inside there, first of all, we'll say dot card.


[User] Please transcribe this text

[Assistant] And that's this thing right here, remember class of card. And the first thing we'll say is the background.


[User] Please transcribe this text

[Assistant] We'll be white or FFF, both the same thing. And then the padding is going to be 20 pixels all the way around. Give the content inside some breathing room.


[User] Please transcribe this text

[Assistant] The border radius is going to be six pixels. So that softens the corners. Now we also want to bring this out of the screen. So we're going to give this a box shadow property and it's going to be zero pixels and two pixels.


[User] Please transcribe this text

[Assistant] And 4 pixels, and it's gonna be RGBA for a colour, so we have an alpha channel. 0, 0, 0, that's the colour black. And then 0.1, so the opacity is only 0.1. You can play around with these figures if you want to, just to see what different things look like. I kinda think a really subtle drop shadow for a card is good.


[User] Please transcribe this text

[Assistant] So I'm going to save that. Now that's it. That's all we need to do. And if we go over to poll details now, I'm going to import the card at the top. So let me say import card.


[User] Please transcribe this text

[Assistant] From and it's gonna be dot dot to come out of the components folder then forward slash into the shared folder and then we want the card.svelte component.


[User] Please transcribe this text

[Assistant] And then just scoot this in a little bit. So all this stuff right here, all this content is going to be rendered where the slot is right there, right? So let's cross our fingers and check this out. And now that looks quite nice. Just a subtle drop shadow that brings it away and gives it kind of a 3D effect. If I add a new poll, then they all should have them. Awesome.


[User] Please transcribe this text

[Assistant] So are you like really close to them and do you sometimes hang out with them?


[User] Please transcribe this text

[Assistant] Okay, if your toilet tissue get down this low, okay, you don't have any more, what you do, you take one of these. Now this is going to help you save on your toilet tissue bill.


[User] Please transcribe this text

[Assistant] New rule if you're in the market for premium cable content at internet piracy prices.


[User] Please transcribe this text

[Assistant] Subscribe to the real time YouTube channel. This is where you'll find new rules, overtime, and exclusive clips from my show all week long. At all for free. You don't even have to put pants on. Cause if I'm not wearing any, why should you?


[User] Please transcribe this text

[Assistant] As long as the train is on time, we're allowed to slow down as we pass scenic points.


[User] Please transcribe this text

[Assistant] In the future, we're going to have less precipitation here in the Swiss Alps in the summer. That will have a range of impacts. The groundwater level will sink down in the Rhône Valley.


[User] Please transcribe this text

[Assistant] I shall be conscious long after you are dead, Mariotti.


[User] Please transcribe this text

[Assistant] And with this group, we need four people to point at the same person.


[User] Please transcribe this text

[Assistant] Three, two, one, point. Jeff, are you the fake?


[User] Please transcribe this text

[Assistant] Goodnight, Father. I hope you feel better soon.


[User] Please transcribe this text

[Assistant] I will look after you now. I'm the man of this house now and I will look after you.


[User] Please transcribe this text

[Assistant] Ivanka getting a new title assistant to the president, an official, though unpaid government employee. The move coming in spite of Ivanka's assertion last year that she wouldn't be joining her father's team.


[User] Please transcribe this text

[Assistant] Hello friends, welcome to Foodie Printer's finest publicity genius bonus. In this bonus, you're going to get something very special. A special bonus of an advanced training we created for our advanced student on how you can actually get


[User] Please transcribe this text

[Assistant] Publicity from media. How you can get rise above dozens of pitches that these media people get on a daily basis. And that's how we're able to line so many different media deals all the time to actually promote for us, advertise for us.


[User] Please transcribe this text

[Assistant] For free. This way you're gonna be able to get much more credibility and much more opportunity for other brands to be able to work with you. So definitely pay attention. Let's dive right in.


[User] Please transcribe this text

[Assistant] So why is PR so amazing? And I always say PR is a gift that always keeps giving. Why is that the case? It is because it gives you ongoing brand awareness. That means that people, an audience of other publications and their followers are always going to be able to see


[User] Please transcribe this text

[Assistant] Traffic is gonna increase because of other publications talking about you.


[User] Please transcribe this text

[Assistant] Also acts as a really great link juice and what is link juice? It is when people or like a well known reputable publication.


[User] Please transcribe this text

[Assistant] Our site pops up even closer to the top.


[User] Please transcribe this text

[Assistant] That's why it's so good when a well-known publication links to your website. On top of that, it is also great social proof when your brand is on a well-known publication. So I definitely really, really enjoy PR because it's once again, it's a gift that always give, uh, is always giving.


[User] Please transcribe this text

[Assistant] And lastly, ripple effect. What is the ripple effect? It is when one outlet covers your story, other outlets and other journalists will have much more incentive to cover your story because


[User] Please transcribe this text

[Assistant] They have a fear of missing out. They don't want to miss the next big thing. And that's the reason why when one decides to talk about you, many others will follow suit.


[User] Please transcribe this text

[Assistant] First, PR is what? PR is either earned media or paid media. So you can have either or. Earned media means that it's organic and it is completely free. What are paid medias? These means that it's sponsored and you need to pay money for them.


[User] Please transcribe this text

[Assistant] Now, how does that appear in earned media? You can have an article that says, uh, it's a listicle of the best five cafes in Vancouver, or it could be a food blogger that writes a lengthy blog about your food offering, or a local radio show talks about how great your happy hour is.


[User] Please transcribe this text

[Assistant] So, what is paid media? You can pay money to appear in the top 5 cafes in Vancouver. Pay the article, uh, journalists, pay the publications. Or you can pay a food blogger to write a blog post about you. Or you can pay the local radio show to promote your happy hour.


[User] Please transcribe this text

[Assistant] Nonetheless, what we're doing today is we're looking for free PR. So if you're looking into paid media,


[User] Please transcribe this text

[Assistant] That's not now and you can, uh, really focus on how you can get the free PR, which can easily cost thousands of dollars because we actually paid for an article and that cost us more than $2,000 for one article.


[User] Please transcribe this text

[Assistant] To compile your free PR toolkit, you need a toolkit in order for you to be able to reach out to these publications and today I'm going to share with you how you can come up with this toolkit.


[User] Please transcribe this text

[Assistant] How you can reach the journalists and how you can have them list your article. First up, wow factor. Second, irresistible press release.


[User] Please transcribe this text

[Assistant] Third, journalist outreach, and fourth, FOMO enhancer.


[User] Please transcribe this text

[Assistant] What do these all mean? These are your four steps to get free PR. In the link below, download the worksheet so then that way we can follow along and do this together. Now, first to start off, what is a wow factor?


[User] Please transcribe this text

[Assistant] Media wants edgy content that goes, makes them go, wow. Because that's what audience would want.


[User] Please transcribe this text

[Assistant] If your audience would find this article or this wow factor interesting, then they will read the article and in turn the publication that posted this article will have more viewership and thus they'll have more ad revenue and ad dollars. That's how the game works. We need to understand that


[User] Please transcribe this text

[Assistant] We need to give them fresh content so that way they can repackage that and send it out to their own community.


[User] Please transcribe this text

[Assistant] And once again, I was just sharing with you a good story, a good pitch is not only gravitating for the journalist.


[User] Please transcribe this text

[Assistant] Elsewhere could potentially work within your community because you need to understand there's always a cultural gap. There's always a gap between different countries, different cities. So if you're exposed to other country or other cities or other ethnic backgrounds and you're able to bring that to your city right now,


[User] Please transcribe this text

[Assistant] That might work, okay? So that's how we created our ice cream shop because I traveled to Korea. I see that smoking honeycomb ice cream was so popular. It was a whole movement.


[User] Please transcribe this text

[Assistant] But then yet in North America, this movement haven't even started yet. And that's where I see an opportunity. And that's why I jumped into creating our ice cream chain.


[User] Please transcribe this text

[Assistant] This could be a particular item like the smoking ice cream, or it could be a specific ingredient like honeycomb, or it could be a cooking style.


[User] Please transcribe this text

[Assistant] Or the ambience. Nonetheless, all these things are variables that you can look at that differentiates you from your competitors. Okay. For example, Beyond Meat burgers are trending within the whole fast food business because it is the trend. It is the wow factor. Burgers not made of real beef. It is made of plant-based beef.


[User] Please transcribe this text

[Assistant] How much of a wow factor that is, right? Healthy, not vegan, all this good stuff.


[User] Please transcribe this text

[Assistant] So where do you look for these trends? Instagram food pages from different countries, news sites with food categories from different countries, or if you like traveling, travel to different countries and ask your friends who you're traveling with


[User] Please transcribe this text

[Assistant] What is some of the best places to eat? And that's where you're gonna be able to have your creative juices turning a lot.


[User] Please transcribe this text

[Assistant] Do something polarizing. This is something that is very interesting because when you go against the convention,


[User] Please transcribe this text

[Assistant] What is the norm? Usually it's quite polarizing. It could be interesting, it pulls attention, or people will hate you. It is a risk that you need to take. But nonetheless, if it is a tasteful risk, then oftentimes it works like a charm. So for example,


[User] Please transcribe this text

[Assistant] A common thing that happens in Vancouver, yet in New York, it is the norm. And that's the reason why you may, if you start charging for reservations in Vancouver, but for a great cause, that might be able to generate some buzz for your restaurant.


[User] Please transcribe this text

[Assistant] Having something timely and relevant is also a wow factor. Journalists need something to talk about that is relevant to


[User] Please transcribe this text

[Assistant] That's what people are looking for. That's what is current. Because for example, if it is Christmas, everyone is looking for Christmas things to do. And if you can create something that is timely for


[User] Please transcribe this text

[Assistant] That season, then people will start picking you up because it's something new, something interesting, right? Something fitting for the season or the holiday. For us, for example, if you have a special five course meal just for Valentine's, for you and your better half,


[User] Please transcribe this text

[Assistant] Or it could be a pumpkin spice ice cream flavor for the fall. Or refreshing watermelon shaved ice for summer. These are all interesting.


[User] Please transcribe this text

[Assistant] A new presentation. As you can see, the flavor is not very new and it's not super innovative. We've been selling green tea ice cream for a while, but we dressed it up like a Christmas tree.


[User] Please transcribe this text

[Assistant] That presentation is new and novel and is timely. Same thing with here. This is milk tea ice cream that we already have and we have been serving this for years.


[User] Please transcribe this text

[Assistant] But we changed it up and made it look like a reindeer and in turn this was a huge smashing success for our ice cream shop because it is timely and a lot of articles were written about this creation just by us repackaging the goods.


[User] Please transcribe this text

[Assistant] This is how you can find your wow factor. Sometimes it doesn't even have to be that wow. It could just be a change in packaging like what I'm showing you right now.


[User] Please transcribe this text

[Assistant] Example, when we entered and when we expanded into Edmonton, we knew no one there was doing smoking ice cream there. That's the reason why when we approached the PR,


[User] Please transcribe this text

[Assistant] They gobbled it up like crazy because it is something interesting and a highly attractive story. It made journalists think, wow, this is something new. Wow. Edmonton people would love this because they haven't seen this before. And as you can see, we had multiple different radio stations talk about us and even different publications that talked about us.


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[Assistant] Find your wow factor, guys, and be inspired to do so.


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[Assistant] Next up, after you have found your wild factor or you have narrowed down your wild factor, it is time to create a irresistible press release. A lot of people don't know what press releases and that's the reason why I'm going over this with you right now. When you are approaching.


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[Assistant] Your journalist, you need to be able to write a cohesive document that has the gist of what you're trying to, trying to say and the story or the angle that you're trying to approach it with. And then your journalists would be able to read this in a very


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[Assistant] Fast manner so then that way they can decide whether to post your story or not. That's the overall gist and I'm jumping ahead.


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[Assistant] But let's go through this step by step, okay? You need to do a lot of homework before crafting your press release, okay? And I'll tell you the reason why.


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[Assistant] Because pitching a story is like selling a product and you need to get into the heads of your customers. And in this case, your customers are the journalists. You need to be able to be in their heads and understand what is it that they need. What is the job to be done, guys?


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[Assistant] Right now I'm going to share with you the three steps in crafting


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[Assistant] Your irresistible press release. First of all is to find the outlets that you want to send the PR to. Second is to study the journalists that you're trying to pitch to. And thirdly, it is to create a irresistible press release so then that way you can pitch them. Okay?


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[Assistant] So for the sake of this whole exercise, we're gonna say, we're gonna put you in a scenario that you are a Japanese restaurant that specializes in both authentic


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[Assistant] And also crazy sushi rolls, okay? And your signature crazy item is the flaming king salmon roll. And this, just think about a salmon roll that is torched for 25 seconds and that is super spicy.


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[Assistant] That's your signature. Okay, first up, finding the outlets. How do you find outlets? Look at the media articles of your competitors. So look for the top three competitors that you have and then look at their press release.


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[Assistant] Position themselves for explosive growth, which is why they would highlight the press that they get. And this is a great way for you to be able to find all the different outlets that have featured them in the past.


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[Assistant] And looking at the top five pages and the spot coverage and looking for the magazines, right?


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[Assistant] Who has covered them in the past before? And as you can see, there's Vancouver courier, there's Monte Cristo, there's Georgia straight.


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[Assistant] These are the outlets that you want to target. Okay. Next up, after you have finalized, okay, you know what? These are the top five outlets. We need to study the journalists that wrote the article. Okay. Each article, each journalist has a different way of writing articles. Some


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[Assistant] Lean more towards articles that are listicles that include four to 10 different restaurants. It's quick and easy to read for the viewers. For example.


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[Assistant] Top 10 sushi restaurants in Vancouver. And just imagine being able to have your restaurant being listed in this listicle alongside with all the other companies and restaurants that have been in existence for many years. That's going to have an uplift for your brand.


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[Assistant] Some other journalists would prefer to write features and usually this is highlighting one or two restaurants that is a little bit more in depth and is unbiased. Basically they're just featuring you and it's a very unbiased, very objective way of writing about your restaurant.


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[Assistant] Miku launches the uh, Brewery Prime. So something that is unbiased, right? Or lastly, some journalists would prefer to write reviews. So it usually is a deep dive about their experience at your establishment, okay? And this is usually opinionated. For example, their personal experience dining at your restaurant.


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[Assistant] Look for the journalist who wrote the article by scanning through their work. Okay. As you can see, once, once you clicked into the outlet, you can click into the journalists. Once you click into the journalists, oftentimes it leads to the previous articles that they have written.


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[Assistant] By you studying this, you're asking yourself these questions. What type of articles do they tend to write?


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[Assistant] What is the pattern between their work? What is it that he's writing? Is it opinionated? Is it reviews? Or is it listicles?


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[Assistant] As you can see here, some of the listicles by Tammy, right? Like she likes doing listicles as you can see, 10 new wild fruits to eat this year.


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[Assistant] To Vancouver dining spots. So it seems like that she does enjoy writing these type of articles.


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[Assistant] Now, understanding what they write allows you to position the pitch a little bit differently


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[Assistant] Because you wanna do a majority of the work for them. If you can hand all the work to them in a silver platter,


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[Assistant] And it is down the pipeline of what they are thinking, what they are wanting to do. And it just becomes so easy.


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[Assistant] What is a reason for them not to feature you? They have all the reasons to feature you because you already done all the work for them.


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[Assistant] In this process, make sure you don't rush the process, okay? Because at the end of the day, you're not only contacting the journalist one time.


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[Assistant] It's an ongoing time throughout your whole journey. Every time you have a new launch, every time you have a new menu item, every time you have a new wow factor, every time you have a new location, you're reaching out to these journalists. So make sure you guys don't rush it and be super respectful.


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[Assistant] Now that you have located your outlet and you have located the journalist, it is time to craft your irresistible press release. And this is what we're going to cover in depth in the next lesson because I want to be able to dedicate one whole lesson in helping you craft the perfect irresistible press release. Okay?


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[Assistant] So these are all the things that we're going to cover in the next lesson. This is just a sneak peek for you on how we're going to be able to do that.


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[Assistant] Now that you have crafted your irresistible offer, your irresistible press release, it is time to outreach, outreach to these journalists, okay?


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[Assistant] How are you gonna be able to outreach to these journalists? You figured out, hey you know what, you know where they work, you know for a fact that these are the journalists you wanna reach to, and you have created the press release. How are you gonna be able to send it to them?


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[Assistant] Well, a good way is so when you click in their bio, you can actually see their contact info. You can see email, Twitter, Instagram. It is usually in the bio section of where they work and that's where really you can contact them there.


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[Assistant] Okay, next up is you can actually Google their name. And a lot of times with journalists, if you Google their name with the publication that they work for, they would, their, uh, their contact detail would definitely show up.


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[Assistant] Something for you to understand and to get into the heads of your customer, which is the journalist right now is that


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[Assistant] These journalists get around 20 to 30 pitches every single day. It doesn't matter how big or small they are, they always get.


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[Assistant] Step, which is to study your journalist, right? Use similar article that they wrote about as a connection point, right? So for example, if they have written a listicle that has gained a lot of eyeballs and a lot of viewership, you can talk about that when you're outreaching to them, okay?


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[Assistant] Copy and paste your press release into the email so then that way they understand exactly what is it that you're asking for, what are the talking points and whether they would want to write about you. Customize a message to the specific journalist and once again,


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[Assistant] That's why we did the homework in the previous step is to understanding the style that they write in. Create a public folder in Google doc.


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[Assistant] And in this, what you want to include would be your press release.


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[Assistant] Your campaign photos and a picture of you in the case that they want to feature you, you don't need to have this conversations back and forth. They have everything they need in order for them to do their job. Last thing they want is like, they feel interested in your wow factor. They feel interested in your restaurant, but the core nation


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[Assistant] with you is just a pain. They have to ask for a picture. They have to ask for, uh, the press release. They have to ask for more footage and that is not a pleasant experience. Just imagine


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[Assistant] When to send these emails to the journalists? First up, it is to send it at 8.55 right before their work time or right before they decide where to have lunch. 10.10.


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[Assistant] Okay, use a tool called Mixmax on Google Chrome. Go download it, use it because this Chrome application would allow you to see whether they have opened up the email and whether they have seen it.


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[Assistant] Don't be afraid to follow up after two days of sending your first outreach because


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[Assistant] Like I said, they might be very interested in your article and your


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[Assistant] Restaurant. They might want to really feature it. However, because they're bombarded with so many emails on a day, they might have forgotten. They might have some kind of thing that popped up.


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[Assistant] And they might have forgotten about it. So that's the reason why it is not rude.


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[Assistant] To reach out after two days, just to give them a friendly nudge.


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[Assistant] Fear of missing out guys, we talk about the FOMO Enhancer. What is the fear of missing out? We all want to be part of something that is cool, something that is interesting. That's the reason why


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[Assistant] We would feel left out if we were not included or if we were not invited to the cool party.


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[Assistant] Eat that latest dish or gone to see that popular movie. That's the reason why we have this kind of feeling. Our journalists would have the same thing.


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[Assistant] They would have a fear of missing out that they did not cover the latest story


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[Assistant] That's the reason why we need to use this psychological state to our advantage. How do we do that?


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[Assistant] Make dumb FOMO, okay? You can make the journalist FOMO because they know hot trends get attention.


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[Assistant] That they get viewership, that when people view their articles, they would have much more statistics to sell, to add and get more ads, right? Which means that more views, potential to sell more ad space, that's what we talked about. So I'm going to go through this whole cycle with you in this map.


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[Assistant] So imagine after sending out your press release, you monitor all the outlets to see if they have covered your story. Okay. When one publication covers your story, share it with all your social media channel and your website.


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[Assistant] Find the handles of the outlets that are journalist outlets and also publications and tag them in all of those posts that you're doing.


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[Assistant] Bonus if you can actually boost the post with engagement and objective to build social proof. This part is when you're running paid advertisement. Basically I'm just saying, hey, you know what, run an advertisement and target the outlets, target the journalists so then that way they can see it. They were like, wow, they see it now when they see it, the reaction would be.


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[Assistant] Wow, this is something I'm missing out on because a lot of people are seeing it, a lot of people are commenting on it, or a lot of feedback is going on, and they feel like they're missing out on something. And what's gonna happen is that they're gonna start talking about your restaurant.


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[Assistant] So for example, in the scenario of the restaurant that I presented earlier, let's say Georgia straight covers are flaming king salmon roll in a feature article.


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[Assistant] We shared this article on our Facebook, Instagram, and on our website.


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[Assistant] We tagged them outlets like Monte Cristo, Vancouver is Awesome, Dish Vancouver, Vancouver Sun, Vancouver Courier, and these are all the well-known publications in Vancouver.


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[Assistant] We place an ad on our Facebook post so then that way we can target the potential outlets and also journalists. One reach out to the journalists and one for engagement ad for social proof. We set the geo metric so then that way we target the people within the headquarters of Vancouver to narrow down our targeting.


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[Assistant] We also set engagement for ad for our customer avatar. So then that way people that are our customers would see this.


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[Assistant] Yay, looks like Dish Vancouver also covered us because they feel FOMO. That's how you can create this loop. Right here.


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[Assistant] We repeat the cycle by sharing that coverage and tagging the whole outlet. So we keep doing this whole circle, keep doing what we're doing and to squeeze every single thing out of this through our flaming king salmon roll feature.


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[Assistant] That's how we're gonna be able to get people talking about us. Okay?


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[Assistant] So, in this lesson, we talked about the wow factor. How can you find an edge that is not only, uhm, attractive for your journalist, but also attractive for your consumers, okay? Second, we talked about


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[Assistant] How can you create that FOMO enhancer so that more articles and more outlets would cover you?


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[Assistant] This is the four step to get some crazy advertisement. And for us at 720 suites, we got tens of thousands of free press because I utilize these four steps in the link below, download the templates and follow along to get your own free press.


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[Assistant] Once again, remember, PR is an art. You won't get this every single time on your first


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[Assistant] You need to analyze what worked and what didn't work so then that way next time becomes an easier process for you. It could be a timing thing, it could be your angle, it could be your wow factor not wow enough, or it could just not be relevant enough. And know for one thing, once again, journalists gets pitched a lot of times. And that's why don't give up, okay?


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[Assistant] Now it is your turn to find your wow factor, do the research on the outlets and journalists, craft your irresistible press release, reach out to journalists, monitor for hits and use the enhanced FOMO. Okay. In the link below, download the templates, follow along.


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[Assistant] In this lesson, I just shared with you the four simple steps to get free PR. In the next lesson, we're going to cover in depth on how you can craft the irresistible press release, which you'll be sending to all the journalists. I'll see you guys in the next lesson.


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[Assistant] Hello aces, welcome back to module seven, lesson 2.2, crafting your irresistible press release. If you haven't gone through the last lesson, we talked about how you can get some free press. And then this lesson, we're going to cover how we can craft an irresistible press release.


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[Assistant] So then that way journalists would actually be willing to put your article


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[Assistant] With your wow factor and information about your outlets and journalists, it is now time to create your irresistible press release. If you don't know what I'm talking about wow factor nor do you not know how to


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[Assistant] Find the outlets or journalists, it is time to go back to the previous lesson, 7.21. That's where we talked about the four simple steps to get you free PR. So definitely go back if you haven't already done so, but if you have, we will dive right in right now.


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[Assistant] So, one thing that you need to understand is that when you're writing a press release, you're not writing the actual story for your journalist. You're actually writing the bones. So the intro, the outro, the talking points, so on and so forth, which we will break down too.


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[Assistant] I'm just explaining to you about the principles of how you can craft a press release.


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[Assistant] We need to be able to package in a way so then that way it becomes easy for our journalists to take these bones, these main talking points, and package it in their way of talking, in their way of writing, so then it becomes a seamless experience for their readers as well.


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[Assistant] Some key insight is that a lot of times we would have so many different things that we want to share with these journalists. We want to tell them how great our brand is, we want to tell them the associations we associate with, the charities that we support, the new item that we have, and the new location that we have. All these crazy things that we are doing that's amazing.


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[Assistant] However, when we're talking to press release and journalists, we want to stick with just one talking point and we really, really want to focus on that talking point and we can supplement


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[Assistant] So for example, if our angle was to create, uh, if we, our angle was that the journalists talk about our crazy flaming king salmon roll, which is great. We can write that as a top.


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[Assistant] Talking point. That's the main thing we want them to focus on. So then that way, that would be the wow factor that would entice


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[Assistant] Now, we're going to be talking about the seven parts of an irresistible press release. First off, we want to have a very


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[Assistant] Wow, and really eye-catching headlines. So for us,


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[Assistant] We wrote something like, world's first cannabis infused soft-serve ice cream in Vancouver. Right off the bat, we tell the, our audience and we tell our journalists exactly what the wow factor is, which is having a cannabis ice cream in Vancouver.


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[Assistant] Second, we talk about the problem. What is the problem on hand? It is because Vancouver scene is boring. Vancouver dessert scene is boring. And that's why we want to spice it up with a cannabis infused ice cream.


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[Assistant] The solution is the fact that we're going to infuse quality THC and extract that from cannabis and put that and inject that into ice cream and that's our solution to this problem.


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[Assistant] Some of the quotes that we, uh, our journalists can possibly use to, to paint a better picture in her article. So that's why we want to include quotes as well, just to paint a better picture and just to be more descriptive.


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[Assistant] We also want to support what we are seeing, what we're claiming with data. And the reason why we want to support it with data is because


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[Assistant] This becomes a lot more credible as the journalist decides to share this to their viewership. And then a call to action. What do we want our viewers to do after they view this? Ours is to come and check us out. We have, we're only available


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[Assistant] Uh, for two weeks from April 5th to 14th at all three of our locations.


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[Assistant] And then as a summary, what is it that we're doing? So these are the seven parts to creating an irresistible press release.


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[Assistant] Agile and also be very careful in terms of how you craft this. We don't want to write a whole essay like I was saying. These are the bones, these are the items and these are the main points that we want to put into our press release.


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[Assistant] Press release format works and that's what I'm sharing with you. And in the link below, download the template and follow along to put in your own spin and your own wow angle into this.


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[Assistant] In this lesson, you've just learned how to create that irresistible press release. Download it from the link and follow along to create your very own


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[Assistant] Well, I think the Browns are trying to get them out there before they can't.


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[Assistant] And if, if, if a ruling comes back as an indefinite suspension, he's ineligible to play. So I think they're trying to get him out there and at least get a look at him and knock some of the rust off. They know he's going to be out a while. So this is an opportunity to at least get him on the field, take a couple of live reps, get some snaps and, and see.


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[Assistant] I don't think a decision is going to come before tomorrow, but I've been wrong on half of this stuff, so who knows? But I think, you know, I think Peter Harvey


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[Assistant] I think we all know how this is gonna go, but if you look at the fact that he just got the case and look how long Sue Robinson took to render a verdict, I think it is, I think we were all a bit premature in thinking it was gonna come on Monday. I do think that he is gonna try and do his due diligence on this.


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[Assistant] So it may be after the weekend. I hear what everybody's saying about the NFL doesn't want to see him on the field. I get that.


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[Assistant] But I just, I think it would, I think Peter Harvey's working on his own timeline here, much like Sue Robinson was.


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[Assistant] And I just think this is an opportunity. I'm not terribly surprised that he's playing. I've kind of had that conversation with Zach Jackson for weeks of, hey, listen, throw him out there week one, you know, against Jacksonville. It reduces the injury risk because you know he's not going to play for a while and, and, and see what you got.


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[Assistant] But here's why I think it's getting overlooked. It doesn't, they can render a ruling unless it's an indefinite suspension. He can still play. But I think-


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[Assistant] Honestly, this is Uncharted Waters here, and if it's a year. So much of this is, that's the problem. I don't know if he's eligible or not, if he, to play week one. I think the league has to sort that out. If it's a full year long suspension, if they say it is one year, that's different than saying you're suspended indefinitely and you have to apply for reinstatement next year. Bring, brings up my problem.


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[Assistant] He has to play six games this year in order for the contract to count this year. Okay. That's the NFL rule. Now they've been making things up as they go along. Maybe that changes with this as well. But you have, and if you remember back to Le'Veon Bell when he was with the Steelers and there was a question about is he going to show up or not? And he ended up sitting that whole year when he was with the Steelers and it was the six game rule. You have to play beyond the active roster.


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[Assistant] For six games. Right. So anything less than six games and the contract does not count this year and it rolls over into next year. I believe, I believe is where we're at with that.


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[Assistant] And, and you also have to factor in that if, if the NFL gets too aggressive, I heard Albert Breer talking about this the other day, and I agree with him a little bit, but not all the way, if the NFL


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[Assistant] Does do what we're talking about and it's a full year or it's indefinite. That opens the door for for Deshaun to now sue the NFL.


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[Assistant] Does that mean he's automatically out the first six games? These are all issues that are above my pay grade and I just don't, I just don't have enough information right now to know. But I do think that if the NFL swings really heavy, it could take this whole thing back to court again. In terms of whether or not he plays if it's a full year, I'd still play him.


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[Assistant] He wasn't gonna play anyway. Uh, I would still play him just to give him...


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[Assistant] A little bit of a boost, I think. Uhm, you know, to your point, I wasn't there the day that the, I wasn't at camp when the ruling came down. I was on vacation or sick, but I was told by people who were there. That was the first time Deshaun really looked deflated.


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[Assistant] throughout this whole process. The Browns thought this would be over by now. You know, they didn't think that this would still be going on. They thought there would be clarity day one of training camp when they stepped out on the field. They knew how this was going to play out. The fact that we're now entering the middle of August and we still have no idea how this is going to go, it has to be weighing on everybody in the organization.


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[Assistant] Realistically, he's gonna be 2 of 6 for 18 yards and they're gonna pull.


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[Assistant] No, I'm just saying, like, we think he's gonna drive the field and score two touchdowns, and maybe he does. But realistically, the first two series of the first preseason game, you're pretty vanilla. And he's probably, you know, they're not opening things up. It's gonna be, it's, people who are expecting a very dramatic performance from him Friday, I think are gonna be disappointed.


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[Assistant] Well I believe they're playing the starters with him. Like the starting offensive line. So you're not going to put him out there.


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[Assistant] And again, it's the fact that he missed all of last year is part of the reason why I think they want to get him out there. He's already missing you.


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[Assistant] And yeaah, it's only a preseason game, it's only two series that we're talking about. But it's for his morale more than anything. Yeaah. A guy who's already out a year, a guy who knows he's gonna miss his second year. And I know there's a lot of people who are like, I don't care about Deshaun Watson's morale.


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[Assistant] I understand where you're coming from. The Browns have to care about his morale and where he's going. Yea, they mortgage their future for him. And so just getting him out there, getting him back on the football field I think would be good for him.


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[Assistant] One other point that we haven't discussed, and I don't know this, I'm just throwing this out here. I love your rank speculation, let's go. How much is ownership playing into this? How much is ownership saying, hey, paying this guy 230 million dollars, I want to see him on the field. I don't care if it's a series or two, I want to see him on the field. Don't underestimate that. Don't underestimate that.


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[Assistant] And this is to kind of get him back into the rhythm of playing NFL football. If he's eligible, if he's eligible to play in those joint practices with the Eagles when they're here, that's going to be far more crucial in terms of what they actually get out of it.


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[Assistant] Yeah, I don't know. It's a great question. Uh, I did expect some sort of fine to come with her decision. I'd love to sit down with her over a cup of coffee or a glass of wine and find out why there was no fine instituted. I do think


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[Assistant] I think the contract angered owners for different reasons. And two things can be true. It can be sleazy and it can be smart. Right? It was smart the way that they did it because


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[Assistant] The, the cap situation is real and, and the money that they can roll over from this year to next year is real. Sure. And so it's smart business. It's good business. It's also sleazy. You're right. It's also kind of gross and a lot of people will tell you


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[Assistant] Not, new contracts typically are not structured this way. Yes, NFL contracts have a low base and a high signing bonus, but a lot of times it's a guy that you already have, it's a restructure, it's some, when you're bringing in a new player on your team, rarely is it structured this way.


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[Assistant] Okay, fine. It's still good business and it's still really dirty. It's still kind of gross and sleazy. Both things can be true.


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[Assistant] I think what, the structure of it and the fact that it's fully guaranteed, I think it did aggravate a lot of owners across the league. I heard that when we were at the owners' meetings. Already, like, uh, the...


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[Assistant] Those guys were already very public and on the record saying they didn't like it.