tag:blogger.com,1999:blog-41471692497922659772024-02-20T12:52:47.477-08:00Hand and Mind PublishingHand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comBlogger21125tag:blogger.com,1999:blog-4147169249792265977.post-38647080440767477242012-05-12T13:59:00.001-07:002012-05-12T15:57:56.311-07:0010,000 Hours<!--[if gte mso 9]><xml> <o:DocumentProperties> <o:Revision>0</o:Revision> <o:TotalTime>0</o:TotalTime> <o:Pages>1</o:Pages> <o:Words>35</o:Words> <o:Characters>206</o:Characters> <o:Company>Hand & Mind</o:Company> <o:Lines>1</o:Lines> <o:Paragraphs>1</o:Paragraphs> <o:CharactersWithSpaces>240</o:CharactersWithSpaces> <o:Version>14.0</o:Version> </o:DocumentProperties> <o:OfficeDocumentSettings> <o:AllowPNG/> </o:OfficeDocumentSettings> </xml><![endif]--> <!--[if gte mso 9]><xml> <w:WordDocument> <w:View>Normal</w:View> <w:Zoom>0</w:Zoom> <w:TrackMoves/> <w:TrackFormatting/> <w:PunctuationKerning/> <w:ValidateAgainstSchemas/> <w:SaveIfXMLInvalid>false</w:SaveIfXMLInvalid> <w:IgnoreMixedContent>false</w:IgnoreMixedContent> <w:AlwaysShowPlaceholderText>false</w:AlwaysShowPlaceholderText> <w:DoNotPromoteQF/> <w:LidThemeOther>EN-US</w:LidThemeOther> <w:LidThemeAsian>JA</w:LidThemeAsian> <w:LidThemeComplexScript>X-NONE</w:LidThemeComplexScript> <w:Compatibility> <w:BreakWrappedTables/> <w:SnapToGridInCell/> <w:WrapTextWithPunct/> <w:UseAsianBreakRules/> <w:DontGrowAutofit/> <w:SplitPgBreakAndParaMark/> <w:EnableOpenTypeKerning/> <w:DontFlipMirrorIndents/> <w:OverrideTableStyleHps/> </w:Compatibility> <m:mathPr> <m:mathFont m:val="Cambria Math"/> <m:brkBin m:val="before"/> <m:brkBinSub m:val="--"/> <m:smallFrac m:val="off"/> <m:dispDef/> <m:lMargin m:val="0"/> <m:rMargin m:val="0"/> <m:defJc m:val="centerGroup"/> <m:wrapIndent m:val="1440"/> <m:intLim m:val="subSup"/> <m:naryLim m:val="undOvr"/> </m:mathPr></w:WordDocument> </xml><![endif]--><!--[if gte mso 9]><xml> <w:LatentStyles DefLockedState="false" DefUnhideWhenUsed="true"
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</style> <![endif]--> <!--StartFragment--> <div class="MsoNormal"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="color: #b45f06;">Marina McIntire once said “Interpreting is Impossible… So Get Better”. This workshop provides discrete training tools to help both students and working professionals improve their overall abilities to interpret. Discussion topics include</span><span class="Apple-style-span" style="color: #262626;"><o:p></o:p></span></span></span></i></div><!--EndFragment--><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
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<div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: #990000; font-family: Arial, Helvetica, sans-serif;"><b>Perception of Numbers (the Five-Minute Workshop)</b><o:p></o:p></span></span></i></div><div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: #990000; font-family: Arial, Helvetica, sans-serif;"> or "Open your eyes in just 300 seconds"</span></span></i></div><div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"></div><ul><li><span class="Apple-style-span" style="font-size: 20px;"><i><span class="Apple-style-span" style="color: #990000; font-family: Arial, Helvetica, sans-serif;">Sixes (bottom curves) and Nines (straight sides)</span></i></span></li>
<li><span class="Apple-style-span" style="font-size: 20px;"><i><span class="Apple-style-span" style="color: #990000; font-family: Arial, Helvetica, sans-serif;">Sevens (short/long straight +2) and Eights (equal curves +3)</span></i></span></li>
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{mso-style-name:"Table Normal";
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</style> <![endif]--> <!--StartFragment--> <div class="MsoNormal"><b><span class="Apple-style-span" style="color: blue; font-family: Arial, Helvetica, sans-serif;"><i><span style="font-size: 15pt;">Production & </span></i><i><span style="font-size: 15pt;">Perception </span></i><i><span style="font-size: 15pt;">of Fingerspelling</span></i></span></b></div><div class="MsoNormal"></div><ul><li><i><span class="Apple-style-span" style="color: blue; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">Finding your personally correct hand configurations</span> [tension, release & reset]</span></i></li>
<li><i><span class="Apple-style-span" style="color: blue; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">Fingerspelling grid (pairs of letters)</span> [AA, AB, AC ...XZ, YZ, ZZ]</span></i></li>
<li><i><span class="Apple-style-span" style="color: blue; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">Fingerspelling round-robin</span> [pair up, alternately produce & perceive two lists of words]</span></i></li>
</ul><br />
<div class="MsoNormal"><i><span style="font-size: 15pt;"><b><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;">English Grammar and Production</span></b></span></i></div><div class="MsoNormal"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;">Sentence structure / processing time</span></span></i></div><div class="MsoNormal"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;">Articulation / volume / speed</span></span></i></div><ul><li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;">Listen to the radio and repeat back, verbatim and with equal inflection, what people are saying. <b>(this and the next one work well when driving alone between assignments)</b></span></li>
<li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;">After doing the repetition task for at least one minute STOP, turn down the radio and prepare to summarize what you just said... first plan it, then confidently speak it out loud as though you were explaining it to a person who had not heard any of the original text.</span></li>
<li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;"><i>Read a paragraph in English. Restate the same paragraph in your own terms in spoken English. Restate the same concepts once again in ASL.</i></span></li>
<li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;"><i>Listen to or read a paragraph of English text. Restate the concepts in a different text type</i></span></li>
</ul><ol><li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;"><i>Narrative (telling / informing) - tell me a story</i></span></li>
<li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;"><i>Description (reporting / explaining) - give me definitions and details</i></span></li>
<li><span class="Apple-style-span" style="color: purple; font-family: Arial, Helvetica, sans-serif;"><i>Argumentation (analysis / urging / discussion) - convince me of the pros or cons</i></span></li>
</ol><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif;"><br />
</span><br />
<br />
<div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><i><span style="font-size: 15pt;"><b><span class="Apple-style-span" style="color: #274e13; font-family: Arial, Helvetica, sans-serif;">Bilingual Processing of Information (Apply these to your work)</span></b></span></i></div><div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"></div><ul><li><i><span class="Apple-style-span" style="color: #274e13; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">language to image to language</span> (using drawings in notes)</span></i></li>
<li><i><span class="Apple-style-span" style="color: #274e13; font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 15pt;">hop skip and jump </span>(consecutive processing within simultaneous interpreting)</span></i></li>
<ul><li><i><span class="Apple-style-span" style="color: #274e13; font-family: Arial, Helvetica, sans-serif;">Colonomos Training = Concentrate / Represent (visualize) / Plan (rehearse)</span></i></li>
</ul><li><i><span class="Apple-style-span" style="color: #274e13; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">visual competition</span> (conscious insertion of gaps / sharing visual space)</span></i></li>
</ul><br />
<div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: #134f5c; font-family: Arial, Helvetica, sans-serif;"><b>Effective Cultural Adjustments between source and target texts (thought pieces to guide future work)</b><o:p></o:p></span></span></i></div><div class="MsoNormal" style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"></div><ul><li><i><span style="font-size: 15pt;"><span class="Apple-style-span" style="color: #134f5c; font-family: Arial, Helvetica, sans-serif;">Name signs (Sandra McLennon)</span></span></i></li>
<li><i><span class="Apple-style-span" style="color: #134f5c; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">Educational Choices </span>(institute / oral / mainstream)<span class="Apple-style-span" style="font-size: 15pt;"> (Mal Grosinger)</span></span></i></li>
<li><i><span class="Apple-style-span" style="color: #134f5c; font-family: Arial, Helvetica, sans-serif;"><span class="Apple-style-span" style="font-size: 15pt;">Deaf Artifacts </span>(bed vibrators / flashing lights / TTYs / Videophones)</span></i></li>
</ul><br />
<div><i><span style="color: #262626; font-family: Calibri; font-size: 15pt;"><br />
</span></i></div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-64057479153613438972012-04-27T06:02:00.004-07:002012-04-27T07:10:17.951-07:00Professional Ethics<a href="http://www.rid.org/UserFiles/File/NAD_RID_ETHICS.pdf">1) RID Code of Professional Conduct</a><br />
RID<br />
<span class="Apple-style-span" style="color: #6aa84f;">Confidentiality</span><br />
<span class="Apple-style-span" style="color: blue;">Only accept work within ability</span><br />
<span class="Apple-style-span" style="color: red;">Professional behavior</span><span class="Apple-style-span" style="color: magenta;"> (including no personal gain)</span><br />
Respect consumers <span class="Apple-style-span" style="color: red;">(professional behavior)</span><br />
<span class="Apple-style-span" style="color: purple;">Be a team player</span><br />
<span class="Apple-style-span" style="color: orange;">Learn / get better</span><br />
<br />
<a href="http://aiic.net/ViewPage.cfm/article24.htm">2) International Association of Conference Interpreters (AIIC)</a><br />
AIIC<br />
<span class="Apple-style-span" style="color: #6aa84f;">Confidentiality (“Secrecy”)</span><br />
<span class="Apple-style-span" style="color: magenta;">No Personal Gain</span><br />
<span class="Apple-style-span" style="color: blue;">Only accept work within ability</span><br />
<span class="Apple-style-span" style="color: red;">Professional behavior (don’t embarrass the profession)</span><br />
<span class="Apple-style-span" style="color: purple;">Be a team player</span><br />
<br />
<a href="http://www.atanet.org/membership/code_of_ethics.php">3) American Translators Association</a><br />
ATA<br />
Faithful/Accurate/Impartial<br />
<span class="Apple-style-span" style="color: #6aa84f;">Confidentiality</span><br />
<span class="Apple-style-span" style="color: blue;">Only accept work within ability</span><br />
<span class="Apple-style-span" style="color: orange;">Learn / get better</span><br />
<span class="Apple-style-span" style="color: purple;">Be a team player</span><br />
<span class="Apple-style-span" style="color: red;">Professional behavior</span><br />
<br />
<a href="http://www.imiaweb.org/code/default.asp">4) International Medical Interpreters Association</a><br />
IMIA<br />
<span class="Apple-style-span" style="color: #6aa84f;">Confidentiality</span><br />
Respect consumers / match their communication styles / needs<br />
<span class="Apple-style-span" style="color: blue;">Only accept work within ability</span><br />
Avoid conflicts / family close friends as clients<br />
<span class="Apple-style-span" style="color: red;">Professional behavior / not personal opinion</span><br />
<span class="Apple-style-span" style="color: blue;">Medical terps focus on medical interpreting unless qualified for other kinds</span><br />
Take care in explaining cultural issues / conflicts<br />
Do not interfere with the flow of communication<br />
<div class="MsoNormal"><o:p></o:p></div><span class="Apple-style-span" style="color: orange;">Learn / get better</span><br />
<span class="Apple-style-span" style="color: red;">Pursue professional connections</span><br />
<span class="Apple-style-span" style="color: magenta;">No Personal Gain</span><br />
<br />
<a href="http://www.najit.org/about/NAJITCodeofEthicsFINAL.pdf">5) National Association of Judiciary Interpreters and Translators</a><br />
NAJIT<br />
Accuracy<br />
Impartiality<br />
<span class="Apple-style-span" style="color: #6aa84f;">Confidentiality</span><br />
<span class="Apple-style-span" style="color: red;">Professional behavior / not personal opinion</span><br />
<span class="Apple-style-span" style="color: red;">Professional behavior (stay within courtroom protocols)</span><br />
<span class="Apple-style-span" style="color: orange;">Learn / get better</span><br />
Accurate Representation of Credentials to the court<br />
Reveal impediments to compliance to the court (fatigue/low volume/use of jargon)<br />
<br />
<a href="http://www.classroominterpreting.org/Interpreters/proguidelines/EIPA_guidelines.pdf">6) EIPA (Educational Interpreter Performance Assessment) Ethical Guidelines</a><br />
<br />
<div class="MsoNormal">The EIPA guidelines are designed to guide both the interpreter and the other members of the educational team toward effective use of interpreting services. Therefore they do not fit the same format as the Ethical Codes described above.<o:p></o:p></div><div class="MsoNormal"><br />
</div><ul style="margin-top: 0in;" type="disc"><li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreting for young children requires maturity from the student – as the student matures the strategies and behaviors employed by the interpreter will change.<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Educational interpreting means working as a member of an educational team guided by laws, district policies and Individualized Education Plans that take precedence over any professional code of ethics.<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should have and make use of Prep Time<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should not express personal opinions about other educational team members<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should strive for complete accuracy and inform consumers if it has not been achieved<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should make cultural adjustments as needed<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should not interfere in the student’s responsibilities for their own behaviors<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should promote their consumers’ understanding of interpreting and encourage effective use of interpreting services<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters for Deaf students need to monitor the student’s ability to perceive all useful information visually and allow for/encourage students to make effective use of visual aids<o:p></o:p></li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;">Interpreters should work with the teacher to find effective solutions for the student</li>
<li class="MsoNormal" style="mso-list: l0 level1 lfo1;"><span class="Apple-style-span" style="font-family: 'Times New Roman'; font-size: 16px;">Interpreters might also provide effective tutoring services to their students, but the role of interpreting should always take precedence, supervision and training in effective tutoring should be provided, and consumers should be made aware of </span></li>
</ul>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-44940001627073324162011-07-22T16:38:00.000-07:002011-07-26T22:02:55.772-07:00RID National Conference PhotosBrian Cerney of Hand And Mind Publishing received the contract for the photography of the RID National Conference held in Atlanta Georgia from July 17th until July 22nd, 2011. These photos are available publicly through various Picasa accounts.<br />
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<span class="Apple-style-span" style="font-size: x-large;">Monday, July 18th, 2011 - Opening Ceremony</span><br />
<span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/116028547844680175968/July18th2011RIDOpeningCeremony?authuser=0&feat=directlink">Link to the July 18th Opening Picasa Album</a></span><br />
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<span class="Apple-style-span" style="font-size: x-large;">Monday, July 18th, 2011 - Workshops, etc.</span><br />
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<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;">Monday, July 18th, 2011 - Opening Reception</span></div><span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/116028547844680175968/RIDAtlantaConferenceOpeningReceptionJuly18th2011?authuser=0&feat=directlink">Link to the July 18th Opening Picasa Album</a></span><br />
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<span class="Apple-style-span" style="font-size: x-large;">Tuesday, July 19th, 2011 - RID Conference</span><br />
<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/104768035577710074888/RIDAtlantaJuly192011?authuser=0&feat=directlink">Link to the July 19th Picasa Album</a></span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><embed flashvars="host=picasaweb.google.com&captions=1&hl=en_US&feat=flashalbum&RGB=0x000000&feed=https%3A%2F%2Fpicasaweb.google.com%2Fdata%2Ffeed%2Fapi%2Fuser%2F104768035577710074888%3Falt%3Drss%26kind%3Dphoto%26access%3Dpublic%26psc%3DF%26q%26uname%3D104768035577710074888" height="400" pluginspage="http://www.macromedia.com/go/getflashplayer" src="https://picasaweb.google.com/s/c/bin/slideshow.swf" type="application/x-shockwave-flash" width="600"></embed></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;"><br />
</span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;">Wednesday, July 20th, 2011 - </span><span class="Apple-style-span" style="font-size: x-large;">RID Conference</span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/107253051162150360384/RIDAtlantaConferenceWednesdayJuly20th2011?authuser=0&feat=directlink">Link to the July 20th Picasa Album</a></span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><embed flashvars="host=picasaweb.google.com&hl=en_US&feat=flashalbum&RGB=0x000000&feed=https%3A%2F%2Fpicasaweb.google.com%2Fdata%2Ffeed%2Fapi%2Fuser%2F107253051162150360384%2Falbumid%2F5633112290571884897%3Falt%3Drss%26kind%3Dphoto%26hl%3Den_US" height="400" pluginspage="http://www.macromedia.com/go/getflashplayer" src="https://picasaweb.google.com/s/c/bin/slideshow.swf" type="application/x-shockwave-flash" width="600"></embed><br />
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<span class="Apple-style-span" style="font-size: x-large;">Thursday, July 21st, 2011 - </span><span class="Apple-style-span" style="font-size: x-large;">RID Conference</span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/110764911745261925744/RIDAtlantaConferenceThursdayJuly21st2011?authuser=0&feat=directlink">Link to the July 21st Picasa Album</a></span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><embed flashvars="host=picasaweb.google.com&captions=1&hl=en_US&feat=flashalbum&RGB=0x000000&feed=https%3A%2F%2Fpicasaweb.google.com%2Fdata%2Ffeed%2Fapi%2Fuser%2F110764911745261925744%2Falbumid%2F5633499783269633713%3Falt%3Drss%26kind%3Dphoto%26hl%3Den_US" height="400" pluginspage="http://www.macromedia.com/go/getflashplayer" src="https://picasaweb.google.com/s/c/bin/slideshow.swf" type="application/x-shockwave-flash" width="600"></embed><br />
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<span class="Apple-style-span" style="font-size: x-large;">Friday, July 22nd, 2011 - </span><span class="Apple-style-span" style="font-size: x-large;">RID Conference</span></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><span class="Apple-style-span" style="font-size: x-large;"><a href="https://picasaweb.google.com/118051812449673682262/RIDAtlantaConferenceJuly22nd2011?authuser=0&feat=directlink">Link to the July 22nd Picasa Album</a></span></div><embed flashvars="host=picasaweb.google.com&captions=1&hl=en_US&feat=flashalbum&RGB=0x000000&feed=https%3A%2F%2Fpicasaweb.google.com%2Fdata%2Ffeed%2Fapi%2Fuser%2F118051812449673682262%2Falbumid%2F5633859657308788449%3Falt%3Drss%26kind%3Dphoto%26hl%3Den_US" height="400" pluginspage="http://www.macromedia.com/go/getflashplayer" src="https://picasaweb.google.com/s/c/bin/slideshow.swf" type="application/x-shockwave-flash" width="600"></embed>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-68059109441642854932011-07-07T09:16:00.000-07:002011-08-02T09:54:04.074-07:00I. Revisiting Brasel (1976): Should We Switch Every Twenty Minutes? - OVERVIEW<div class="prezi-player"><style type="text/css" media="screen">.prezi-player { width: 550px; } .prezi-player-links { text-align: center; }</style><object id="prezi_n5cjh-kao6gk" name="prezi_n5cjh-kao6gk" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" width="550" height="400"><param name="movie" value="http://prezi.com/bin/preziloader.swf"/><param name="allowfullscreen" value="true"/><param name="allowscriptaccess" value="always"/><param name="bgcolor" value="#ffffff"/><param name="flashvars" value="prezi_id=n5cjh-kao6gk&lock_to_path=0&color=ffffff&autoplay=no&autohide_ctrls=0"/><embed id="preziEmbed_n5cjh-kao6gk" name="preziEmbed_n5cjh-kao6gk" src="http://prezi.com/bin/preziloader.swf" type="application/x-shockwave-flash" allowfullscreen="true" allowscriptaccess="always" width="550" height="400" bgcolor="#ffffff" flashvars="prezi_id=n5cjh-kao6gk&lock_to_path=0&color=ffffff&autoplay=no&autohide_ctrls=0"></embed></object><div class="prezi-player-links"><p><a title="
Barbara Brasel's 1976 publication of her 1969 research still guides interpreting policy to this day.
" href="http://prezi.com/n5cjh-kao6gk/interpreter-fatigue/">Interpreter Fatigue</a> on <a href="http://prezi.com">Prezi</a></p></div></div><div class="uiHeader uiHeaderBottomBorder mbm" style="border-bottom-color: rgb(170, 170, 170); border-bottom-style: solid; border-bottom-width: 1px; color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; margin-bottom: 10px; padding-bottom: 0.5em;"><div class="clearfix uiHeaderTop" style="display: block; zoom: 1;"><div><h2 class="uiHeaderTitle" style="color: #1c2a47; font-size: 16px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><span class="Apple-style-span" style="color: #333333; font-size: 11px; font-weight: normal; line-height: 16px;"><strong>Professional Discussion (1.5 hours) –</strong> This presentation assumes the participant has a general familiarity with the literature and professional practice within the topic area. The focus is “increased understanding and application by the participant.”</span></h2></div></div></div><div class="mbl notesBlogText clearfix" style="color: #333333; display: block; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 20px; word-wrap: break-word; zoom: 1;"><div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong><span class="Apple-style-span" style="font-size: small;">Overview of Presentation</span></strong></div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Why do most interpreters switch every twenty minutes? Interpreting team members commonly switch their working roles of providing primary service (the “A” interpreter role) and that of monitoring the interpretation (the “B” interpreter role) every twenty minutes in order to maintain consistency and avoid deterioration of the integrity of the interpretation due to fatigue. Brasel’s 1976 research provided supporting evidence that this approach provides for best practices within teamed interpreting. Thirty-five years later, Brasel’s research has not been satisfactorily replicated until this current study, which investigated a pool of professional interpreters working within a post-secondary educational setting.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">This presentation reviews Brasel’s original research, the current practices within our profession, and the results of the study with specific implications for how to modify our current best practices for optimum consumer satisfaction with interpreting services while reducing our own stress and overuse symptoms as professional service providers</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong><span class="Apple-style-span" style="font-size: small;">Additional Information</span></strong></div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Interpreters working in teams generally transition every twenty to twenty-five minutes between direct provision of service (“A” role) and supporting and monitoring the interpretation (“B” role). The only research that supports this pattern is Brasel’s 1976 study, which indicated that interpreter fatigue begins to negatively impact the quality of signed language interpretations after twenty minutes.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">This presentation provides a review of a new and on-going study, which seeks to partially replicate Brasel’s original study in order to determine what the current best practices in interpreting should be for switching roles. Subjects were staff ASL/English interpreters at the National Technical Institute for the Deaf, in Rochester, NY who were video recorded during their normal interpreting assignments as part of regular ongoing professional development. Multiple recordings for each interpreter within several settings provided baseline comparisons as an effort to establish consistency of performances and eliminate poor work due to having an “off day”. Recordings were systematically analyzed to determine the first onset for a certain class of errors (repaired slips of the hand) and the subsequent performances.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">At the time of this proposal the data collection process is on-going and results have yet to be determined, but they are guaranteed to reveal statistics regarding average durations of interpretations prior to performance deterioration. These results will inform the remainder of the presentation and provide specific recommendations for generating successful interpretations of longer durations with greater accuracy. Additionally, the study will provide insight to identify particular error patterns, providing evidence that may help professional interpreters advocate for teaming interpreted assignments.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><i>Brasel, B. 1976. The effects of fatigue on the competence of interpreters for the deaf. In H.J. Murphy (ed.), Selected Readings in the Integration of Deaf Students at C.S.U.N. Centre on Deafness series (#1). Northridge, CA: California State University.</i></div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong><span class="Apple-style-span" style="font-size: small;">Educational Objectives</span></strong></div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Working professionals in the field of interpreting will gain comprehension of Brasel’s original research and how it has affected our field’s current expectations of best practices regarding the duration of interpreting segments within a teamed approach to interpreting. Additionally, audience members will learn about the presenter’s recent research regarding these topics.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Audience members will be able to apply practical knowledge regarding the recognition of symptoms of fatigue that appear within signed ASL target texts.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Audience members will attain strategies for problem solving regarding interpreting assignments in which teamed interpretation is not provided. These strategies will include suggestions for how to advocate for providing services through teamed interpretation as well as suggestions for how to reduce stress and enhance target-text integrity during solo interpreting conditions.</div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong><span class="Apple-style-span" style="font-size: small;">Information about the Presenter</span></strong></div><div style="font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Brian Cerney, Ph.D., CI, CT, ASLTA-Professional has been a nationally certified interpreter since 1991 and is currently an Associate Professor within the ASL - English Interpreting Program at Keuka College in New York. Dr. Cerney’s research interests include interpreting processes, human-cognitive responses to stress, and ASL/English/Interpreting pedagogy. He has presented on topics ranging from interpreters serving as language models in mainstream environments, teaching methodologies for ASL, and evaluation methodologies for target texts.</div></div></div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-57273510588680008282011-07-06T09:47:00.000-07:002012-11-05T13:46:03.710-08:00II. Revisiting Brasel (1976): The Research from Barbara Babbini BraselIn short, the answer is "yes" but let's start by looking at how we got here.<br />
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<b><u>Background on Brasel's (1976) study</u></b><br />
Barbara Babbini Brasel (B3) conducted her research at CSUN. Her research was published in 1976 as part of a Center on Deafness Publication Series (1976 was the first year of the publication series). Brasel's study was the fourth article in the section titled "USE OF INTERPRETERS". The fifth article, however, mentions the exact same title - "The Effects of Fatigue on the Competence of Interpreters for the Deaf" in its bibliography, but provides a publication date of 1969 (and also identifies the source as "San Fernando Valley State College" - the former name of the place now known as the California State University at Northridge). This means that the 1976 publication date actually refers to research conducted in the 1960s, no later than 1969.<br />
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Within the 1976 publication there are references to information "that will be discussed later in this paper", but no subsequent discussion occurs. It is this researcher's assumption (educated guess) that the 1976 publication was actually a summary of the original 1969 research rather than a complete reproduction of it.<br />
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The original study involved five subjects (three female, two male) but one (male) was eliminated from portions of the study due to insufficient interpreting skills. Each subject's skills were evaluated using a 13-item evaluation tool (not revealed in the study's 1976 publication) that rated skills based on five minutes of interpreting work. who interpreted different lengths of lecture content (pre-recorded on audio tape): 0 minutes (control subject), 20 minutes, 30 minutes, 60 minutes and 90 minutes.<br />
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The 1976 publication clearly identifies that the control subject was female and that her skills were evaluated differently (based on her participation in a separate study that had used the same evaluation tool). This leaves two female and two male interpreters for the remainder of the study. Of all five subjects Brasel indicates that three had "good/outstanding skills," one had "acceptable skills" and one had "high unacceptable skills". Further description in the 1976 publication reveals that the 60-minute and 90-minute interpreters had "good/outstanding skills" and that the insufficiently-skilled interpreter performed for 20 minutes. Thus the resulting table can be created:<br />
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0 minutes (control) - good/outstanding OR acceptable skills<br />
20 minutes - high unacceptable skills<br />
30 minutes - good/outstanding OR acceptable skills<br />
60 minutes - good/outstanding skills<br />
90 minutes - good/outstanding skills<br />
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It is worth noting that this research was not exclusively related to the duration of interpreting assignments and interpreter fatigue. The study actually had several other assessments including a trigram test, a math test and a typing test. The trigram test involved revealing ten cards with three-letter sequences for 3-second intervals followed by the subject writing down as many trigrams as they could remember. The math test required subjects to correctly add a column of ten three-digit numbers. The typing test allowed subjects five minutes to re-type a source (typed) text. Each subject completed all of these assessments prior to their interpreting task, thus the need for the control subject to account for test/te-test effects.<br />
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As with any study the low number of subjects gives room to doubt the general applicability of the results to the general population. The study is still useful, however, because it sheds light on the question of assignment duration related to interpreter fatigue.<br />
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The evaluation of interpreter fatigue affecting the interpretation itself was accomplished using a four-person panel of two Deaf evaluators (Brasel being one of them) and two skilled Interpreter evaluators. Deaf judges looked for errors (mis-articulation, semantic mismatch, omissions) and also noted any time that they felt "baffled or confused or did not understand a fingerspelled or signed word". The Interpreter judges focused on omissions, substitutions, or other skewing where the source and target texts did not match. Duration of the interpretation was divided into 5-minute segments by a time-keeper, visible to the judges but behind the subject who indicated five-minutes, ten-minutes and so forth.<br />
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There are several points to notice about the study. First, there was no video recording made of the interpreting performances. All evaluation was accomplished by the written comments of four panel members watching the live performance. The second point to consider is that the subjects had live audience members watching their work, but every time they wrote something down, it was to note an error (negative feedback). Third, the source text is an audio recording that cannot be stopped or interrupted for clarification. The speaker is not physically present and no visual aids (gestures, notes, pictures, etc) accompany the source message.<br />
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The most significant results that Brasel reports are that "for up to 30 minutes, there are no significant differences in interpreting competence, errors or quality –– although a deterioration can be noted beginning at about 25 minutes. After 30 minutes there is a slow but steady increase in error rate and after 60 minutes this increase becomes significant." In other words, we can interpret 30 minutes without significant deterioration in the message (but fatigue is noticeable at about 25 minutes). Interpreters can only work about an hour before their work begins to significantly suffer.<br />
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These results largely depend on the interpretations generated by the two subjects who worked longer than 30 minutes.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-54611032638696145532011-07-05T08:56:00.000-07:002011-07-21T09:27:43.832-07:00III. Revisiting Brasel (1976): The Research of Gabrian and WilliamsSo 1976 gives us support to request team interpreting or at the very least, switching interpreters for assignments of one hour or longer. No other studies specifically investigating assignment duration and interpreter fatigue were conducted until <b><u>Gabrian and Williams</u></b> published their <b>2009</b> research "The Effect of Interpreter Fatigue On Interpretation Quality"<br />
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The 2009 study was conducted at Gallaudet University. The researchers were able to recruit a single subject and chose a case-study approach. The subject was video recorded interpreting two different extended source texts (80+ minutes each); one was an ASL source text interpreted into English, the other an English source text interpreted into ASL. Because of the overwhelming amount of data it was reduced to four discrete five-minute segments for each task (ASL-to-English and English-to-ASL): from 10 to 15 minutes; from 30 to 35 minutes; from 50 to 55 minutes; and from 74 to 79 minutes (due to avoiding a change from monologue to dialogue during a question-and-answer session at the end of a lecture).<br />
<br />
Both the ASL to English and English to ASL samples demonstrated deterioration of the message over time as measured through OMISSIONS. The interpretation into ASL showed a gradual increase in omissions across all four segments. The interpretation into English showed a constant rate for the first three segments followed by a dramatic increase in the final segment.<br />
<br />
CONCLUSION - The research conducted by Gabrian and Williams support the general conclusions that Brasel had found: That sustained interpretations show signs of deterioration by 30 minutes and the quality is more seriously diminished after one hour.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-56491899452580280232011-07-04T08:56:00.000-07:002011-07-21T09:28:43.052-07:00IV. Revisiting Brasel (1976): The Research of Abrams, Cerney, Hoock, Marble, Prestano & StaehleSo now we are ready to understand the current study.<br />
Abrams, Cerney, Hoock, Marble, Prestano & Staehle (2011)<br />
<br />
In January of 2011 41 staff interpreters employed by the National Technical Institute for the Deaf (NTID) were asked to participate in a study on Interpreting, based on their Winter Quarter schedules placing them within a lecture setting for at least one hour on their own, without a team interpreter. Eighteen of these interpreters consented to participate in the study. Four were not able to provide the study's goal of three forty-minute (or longer) samples of work with the same consumers and setting. Of the fourteen subjects that remained in the study nine provided a single data set, three provided two data sets each, and one subject completed four different data sets. This resulted in a grand total of 20 completed sets of three different recordings (each one 40 minutes or longer) within the same setting/participants.<br />
<br />
Ten additional sets of at least one recording 40 minutes or longer (four of them additional subjects not in the primary data set, six are interpreters already in the primary data set but with different participants/settings). These data sets were incomplete due to scheduling of midterm exams; field trips; or interpreter, student, or faculty absences. Additional data was also discarded due to the subject being the second interpreter in a two-hour class that dismissed prior to a full forty minutes of class time in the second hour.<br />
<br />
The data was collected by four Interpreting students at Keuka College as part of their Field Period experiences. Student researchers were available for the first three and a half weeks of January which was when all of the data was collected. Students met with the interpreters prior to beginning data collection to ensure a smooth integration with existing classroom behaviors (introduction to instructor and students, location of the camera, etc.) All subjects regularly (at least annually if not quarterly) videotaped their own work within classroom settings so the provision of a student researcher to run a video recording was generally perceived as a benefit to the subjects, who were able to obtain copies of their own performances to review privately. The cameras were all HD Vivitar cameras with fixed lenses and digital zoom. The pixilation of the digital zoom on these cameras caused poor quality video and the researchers were instructed to refrain from depending upon it for capturing the subjects' interpretations. The focus of the entire study was on the ASL production of English-to-ASL interpreting. All of the recordings were captured on SD memory cards. Recordings were copied from these cards into a Macintosh computer running Quicktime to play the video files. Backup copies were made onto an external hard drive and the SD memory cards were erased and used again for subsequent recordings.<br />
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In addition to the video recording of interpreting work each subject was asked to complete a six-item questionnaire. Three items asked the subjects to rate (on a 1 - 5 scale) their own mental alertness, physical stress and topic preparation prior to and after each interpreting sample. Student researchers were also asked to note any possible indications of fatigue that they noticed.<br />
<br />
The analysis of the data is on-going. Two initial explorations have been completed. Both were considered productive and may result in a more widespread analysis in the future. Neither of these initial explorations of the data have included the questionnaire or student researcher notes. Both of the initial analyses were conducted directly by the lead researchers, Abie Abrams and Brian Cerney, in June and July of 2011.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-3334360716586983922011-07-03T10:59:00.001-07:002012-03-04T07:21:03.987-08:00V. Revisiting Brasel (1976): Analysis #1 - Evidence of Fatigue<span class="Apple-style-span" style="font-size: large;"><b>Analysis #1 - Biomechanics and Evidence of Fatigue</b></span><br />
<br />
The first analysis was conducted on only the first data sample (of the three recordings made) for each of six subjects. The subjects were chosen based on their relative tenure as staff members. Two subjects represented "RECENT HIRES" and had worked as NTID Staff interpreters for less than five years. Two subjects were "MEDIAL HIRES" and had worked as NTID Staff interpreters for between ten and fifteen years. Two subjects were "LONG-TERM HIRES" and had worked as NTID Staff interpreters for more than twenty years.<br />
<br />
Nine unique one-minute segments were analyzed for four factors: 1) "Behaviors indicative of fatigue", 2) "Behaviors contra-indicative of fatigue", 3) "Positive biomechanic behaviors" and 4 "Negative biomechanic behaviors". The one-minute video samples were viewed starting at the twenty-minute mark and proceeding as follows in the order indicated:<br />
<br />
20:00 - 21:00<br />
25:00 - 26:00<br />
30:00 - 31:00<br />
<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">35:00 - 36:00</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">40:00 - 41:00</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">45:00 - 46:00</div>05:00 - 06:00 (this allowed for direct contrast of end-of-sample with beginning-of-sample data)<br />
<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">10:00 - 11:00</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">15:00 - 16:00</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">20:00 - 21:00 (second viewing of this segment to verify the first analysis)</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Information noted regarding Positive or Negative biomechanic behaviors did not significantly change across the data sample. If subjects were demonstrating good biomechanics early, they generally continued to demonstrate them later. If subjects demonstrated poor biomechanics early, they generally continued to demonstrate them later (with the singular exception of some subjects making use of more microbreaks later rather than earlier in their data sample).</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">The more interesting results from this first analysis came from looking for behaviors indicative of fatigue (such as posture changes, stretches and restrained yawns) and behaviors contra-indicative of fatigue (such as extra effort/movement or emphasis/animation in the target text).</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div class="separator" style="clear: both; text-align: center;"><a href="http://4.bp.blogspot.com/-KEuYy_y1Z78/Th8-OuPgoPI/AAAAAAAAAII/-QPwEgt_mtM/s1600/Analysis+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="429" src="http://4.bp.blogspot.com/-KEuYy_y1Z78/Th8-OuPgoPI/AAAAAAAAAII/-QPwEgt_mtM/s640/Analysis+1.jpg" width="640" /></a></div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">The information at the bottom of the chart indicates the relative indicators of fatigue between the RECENT (less than 5 years) hires, the MEDIAL (10-15 year) hires, and the LONG-TERM (20+ years) hires. Indications of fatigue decrease with employment duration. Contra-indicators of fatigue also decrease with employment duration. This analysis is inconclusive but may demonstrate that fewer indicators AND contra-indicators of fatigue are revealed across greater durations of employment. In other words, interpreters with longer employment durations reveal less information about their level of fatigue in general (good or bad) and perhaps this merely means that they are better at "pacing" themselves across assignments.<br />
<br />
The information from the right-most column provides the cleanest indication of interpreting fatigue over time. Interpreters demonstrated a fairly steady increase of indicators of fatigue over time, with an interesting pattern of temporary recovery at around twenty minutes. This is interesting in light of the fact that this segment was viewed twice to ensure the accuracy of the first analysis. Repeated viewings would likely REDUCE the score rather than enhance it because additional fatigue could be noted in the second reviewing of the sample. Generally the scores for the first viewing were not altered as a result of the second viewing. In other words, it appears that the effect of temporary reduction in the indicators of fatigue at around twenty minutes is a real phenomenon and merits further study.<br />
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<div class="separator" style="clear: both; text-align: center;"></div><div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-M5lp6pylzxU/Th9GSXeVoiI/AAAAAAAAAIQ/5WaG8agX5BI/s1600/Fatigue+Analysis+1+Chart.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="470" src="http://3.bp.blogspot.com/-M5lp6pylzxU/Th9GSXeVoiI/AAAAAAAAAIQ/5WaG8agX5BI/s640/Fatigue+Analysis+1+Chart.jpg" width="640" /></a></div><br />
Please remember, this is an INITIAL analysis of the data and it only involves six subjects. The exact behaviors exhibiting an INDICATION of fatigue or a CONTRA-INDICATION of fatigue are not yet precisely defined and ultimately will still be largely subjective.</div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-69979590345412903782011-07-02T11:00:00.001-07:002012-03-04T07:21:31.891-08:00VI. Revisiting Brasel (1976): Analysis #2 - Self-Repairs<span class="Apple-style-span" style="color: #222222; font-family: Georgia, Utopia, 'Palatino Linotype', Palatino, serif; font-size: medium; line-height: 21px;"><b>Analysis #2 - Self-Corrections and Restatements</b></span><br />
<br />
The second analysis was conducted on only the second data sample (of the three recordings made) for all fourteen subjects with complete data sets. This analysis was inspired by an original observation by this researcher in the Spring of 2010 - it was observed that the first incidents of <b>SELF-REPAIR </b>within an interpretation among very skilled interpreters occurred around the twentieth minute (regardless of the target language - ASL or English). After this first incidence of self-repair the observed interpreters regained their accuracy that they had previously had for several more minutes. These unstructured observations lead to the desire to re-investigate interpreter fatigue and the pursuit of the current study.<br />
<br />
From the data sets mentioned above, each was reduced to a fifteen-minute sample starting at 10:00 minutes and continuing until 25:00 minutes. Incidents of self-repair were fairly obvious to note because they consistently co-occured with non-manual signals marking the self-repairs. Two forms of self-repair were noted, and each presented with distinctly different non-manuals:<br />
<br />
Self-Corrections were lexical errors that were replaced (or attempted to be replaced) with the more conceptually correct sign. The non-manual signals that co-occured with this version consistently included an eye-blink at the point of halting the errant sign. Twenty incidents of this type were observed and almost half (9 incidents or 45%) were related to self-correcting fingerspelling errors.<br />
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<div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/fXbVrLlIotg?feature=player_embedded' frameborder='0'></iframe></div><br />
<br />
Re-Statements were processing substitutions that sometimes restated the exact same vocabulary but with a different word-order. These self-repairs did NOT include eye-blinks at the point of restatement (a variety of other behaviors were observed including eye-gaze rolling upward (as in thought) or a brief pause while waiting for more source text information to be processed. Seven instances of this type of Self-Repair were noted.<br />
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<div class="separator" style="clear: both; text-align: center;"><object class="BLOGGER-youtube-video" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=6,0,40,0" data-thumbnail-src="http://i.ytimg.com/vi/8JYdfE_octo/0.jpg" height="266" width="320"><param name="movie" value="http://www.youtube.com/v/8JYdfE_octo?f=user_uploads&c=google-webdrive-0&app=youtube_gdata" /><param name="bgcolor" value="#FFFFFF" /><embed width="320" height="266" src="http://www.youtube.com/v/8JYdfE_octo?f=user_uploads&c=google-webdrive-0&app=youtube_gdata" type="application/x-shockwave-flash"></embed></object></div><br />
<br />
Overall 27 incidents of Self-Repair were recorded across twenty fifteen-minute samples. Four samples had zero Self-Repairs (20%). Seven samples had one Self-Repair (35%). Six samples had two Self-Repairs (30%). One sample had more than three Self-Repairs (5%). Overall the average number of Self-Repairs was less than 1.5 per fifteen-minute sample.<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-yUWwFm7wV2s/Th-50WC3PBI/AAAAAAAAAIU/84hPRLlrflQ/s1600/Analysis+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="363" src="http://3.bp.blogspot.com/-yUWwFm7wV2s/Th-50WC3PBI/AAAAAAAAAIU/84hPRLlrflQ/s640/Analysis+2.jpg" width="640" /></a></div><br />
Looking at the data across time there is no obvious pattern to the numbers of incidents of Self-Repair as related to the duration of the assignment. This data set indicated two peaks at around ten minutes and around 14 minutes but otherwise the data indicates a fairly even number of incidents of Self-Repair across the entire time of the data samples.<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://3.bp.blogspot.com/-jeGo4C0ahPg/Th-59bCbj6I/AAAAAAAAAIY/E_FF9DdUyJ0/s1600/Analysis+2+Chart.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="472" src="http://3.bp.blogspot.com/-jeGo4C0ahPg/Th-59bCbj6I/AAAAAAAAAIY/E_FF9DdUyJ0/s640/Analysis+2+Chart.jpg" width="640" /></a></div><br />
The fact that most interpreters demonstrated at least one Self-Repair in their work, and that only one interpreter demonstrated more than two incidents suggests that looking at Self-Repairs may not be a productive evaluation of fatigue. One interpreter exhibited more than two Self-Repairs within one fifteen-minute sample (but in another sample from the same interpreter only one incident of Self-Repair occured). The shear number of incidents within the sample (six incidents within fifteen minutes, or an average of one Self-Repair every two-and-a-half minutes) may indicate interpreter fatigue for that interpreter, for that class, on that day. In fact, a number of other behaviors were noted (stretching, non-manual behaviors exhibiting self-frustration) within the same fifteen minute sample that clearly indicated fatigue. Thus a high number of Self-Repairs would likely co-occur with other indicators of fatigue. In other words, Self-Repairs are a normal part of the interpreting process and noting them in isolation is not likely to be a useful indicator of fatigue.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-15490069006852734382011-07-01T08:58:00.001-07:002012-03-04T07:28:44.395-08:00VII. Revisiting Brasel (1976): Conclusions<span class="Apple-style-span" style="font-size: large;"><b>CONCLUSIONS</b></span><br />
<br />
Given the research by Brasel (1969/1976), Gabrian & Williams (2009), and the current study what conclusions can be make regarding assignment duration and interpreter fatigue?<br />
<br />
The first observation is that there is evidence of fatigue setting in after twenty-five minutes across ALL THREE of these studies and that the evidence of fatigue becomes greater as the total assignment duration increases. This supports the idea that interpreters should switch interpreter roles between twenty and twenty-five minutes of sustained lecture content.<br />
<br />
This study did NOT investigate interpreting situations where interpreters DID switch, however, and so it cannot speak to the effectiveness of sustained TEAM interpreting as a hedge against fatigue. In other words, both members of an interpreting team may very well BOTH become fatigued within a sustained interpreting environment if both team members are actively processing the informational content for more than 25 minutes, even though only one of the interpreters is actively interpreting that content.<br />
<br />
The second observation, so far, is that overall the message quality does not appear to be significantly impacted within forty-five minutes of sustained interpretation. During the data collection process each data sample was briefly viewed at random segments to verify that each recording was successful. At no time were any of the interpretations determined to be inaccurate or less than useful to their prospective consumers. This observation is not supported by a thorough analysis across all the subjects, however, so it remains in doubt.<br />
<br />
Other observations that occurred within the data collection process but not yet directly analyzed include the following:<br />
<br />
<ul><li>Interpreting for an inattentive Deaf consumer can be fatiguing. Interpreting for an extremely attentive Deaf consumer can serve as a counter-balance to fatigue.</li>
<li>Interpreting a disorganized message or a message generated in less-than-natively-fluent English (common examples come from student presentations) can be fatiguing.</li>
<li>Monologic (lecture) content is often less fatiguing than dialogic (conversational) content.</li>
<li>Content that is familiar, of interest to the interpreter or otherwise predictable is generally less fatiguing than uninteresting/unknown content or presentation styles where it is difficult to make predictions about the upcoming content.</li>
<li>Interpreting group discussions is generally perceived by interpreters as the most difficult work for interpreters to be effective.</li>
</ul><div>In other words - Source and Target consumers can significantly impact the interpreter's own sense of fatigue. Organized source texts and attentive target-language consumers have positive effects. Disorganized/disfluent source texts and in-attentive target-language consumers have negative effects.</div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-70517103433707678012011-06-08T09:06:00.000-07:002011-08-02T09:54:56.718-07:00How We Do Our Work - Overview<div class="prezi-player"><style type="text/css" media="screen">.prezi-player { width: 550px; } .prezi-player-links { text-align: center; }</style><object id="prezi_qwgw5g-aecph" name="prezi_qwgw5g-aecph" classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" width="550" height="400"><param name="movie" value="http://prezi.com/bin/preziloader.swf"/><param name="allowfullscreen" value="true"/><param name="allowscriptaccess" value="always"/><param name="bgcolor" value="#ffffff"/><param name="flashvars" value="prezi_id=qwgw5g-aecph&lock_to_path=0&color=ffffff&autoplay=no&autohide_ctrls=0"/><embed id="preziEmbed_qwgw5g-aecph" name="preziEmbed_qwgw5g-aecph" src="http://prezi.com/bin/preziloader.swf" type="application/x-shockwave-flash" allowfullscreen="true" allowscriptaccess="always" width="550" height="400" bgcolor="#ffffff" flashvars="prezi_id=qwgw5g-aecph&lock_to_path=0&color=ffffff&autoplay=no&autohide_ctrls=0"></embed></object><div class="prezi-player-links"><p><a title="
How not to hurt yourself while doing your work
" href="http://prezi.com/qwgw5g-aecph/interpreting-biomechanics/">Interpreting Biomechanics</a> on <a href="http://prezi.com">Prezi</a></p></div></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong>Professional Discussion (1.5 hours) –</strong> assumes the participant has a general familiarity with the literature and professional practice within the topic area. The focus is “increased understanding and application by the participant.”</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong>Overview of Presentation</strong></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong> </strong>Professional interpreters depend on muscle movement to generate the phonetics and phonology of our target languages, whether spoken or signed. Because the majority of concern for physical strain and the prevention of overuse syndrome falls on our physical production of signed languages, this presentation focuses on biomechanics of generating ASL target texts and how interpreters use our muscles to do our work.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Subjects will include Hand Configuration, Location of signs within our “work envelope”, Movement force, Holds & Static Loading, Changing work habits to incorporate Micro Rest Breaks, Body Posture / Stance & Breathing, and the effect of processing depth upon reducing mental stress. Specific instruction to improve the perception of numbers and fingerspelling will also be provided as a group activity.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">This presentation is intended to systematically and consistently apply linguistic principles to evaluating the physical aspects of our work and to understand the nature of both physical and mental aspects of interpreting. Audience members should already have a basic understanding of linguistic terminology in order to gain a practical application of phonetics and phonology to their own work.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong>Additional Information</strong></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Interpreters working at the National Technical Institute for the Deaf have long been adhering to principles of efficient biomechanics as a way to reduce the incidence of Cumulative Trauma Disorder (CTD) or Overuse Syndrome. The presenter’s experience has been that few other locations around the country are aware of these principles as a cohesive approach to keeping working interpreters healthy and avoiding self-injury. Biomechanics for interpreting falls squarely within the linguistic categories of phonetics and phonology. This presentation concretely links the principles of biomechanics with the various muscle movements necessary to generate the phonology of American Sign Language, thus reinforcing linguistic principles while encouraging safe practices within our profession.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Topics for discussion include the following:</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>1. Hand Configuration/Palm Orientation = hand/wrist position</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Neutral wrist posture is in line with forearm. Most handshapes can be properly produced without deviating from this posture.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>2. Location = work envelope</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Proximal to Medial (elbow is acute angle to right angle)Avoid Distal to Extended (elbow is obtuse angle to straight)</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>3. Movement = force of movement</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Movement should be smooth and efficient.Avoid forceful, ballistic signing.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>4. Holds = static loading</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Static loading occurs when the hands are immobile within the signing envelope. This adds stress to the supporting musculature (upper arms, shoulder, neck, back) and prevents these muscles from being able to rest</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>5. Ø = “micro” rest breaks</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">The other side of static loading, micro-rests are short releases from static loading that allow the upper body to rest, even for less than a second, between load-bearing postures.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>6. Body Posture and Breathing</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Reducing muscular tension due to body posture requires an awareness of when your body posture is out of balance. Breathing is directly affected by body posture and sometimes can become shallow under stressful conditions. Deep, intentional breaths can help you to return to properly balanced posture.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><b><u>7. Processing Depth (versus Processing Time)</u></b></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Mental stress can cause an internal sense that you need to sign faster or to close the gap between the source text and your target text. Allow yourself to become more comfortable with greater processing depth and time so that you increase your confidence in your work and reduce your mental stress.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong>Educational Objectives</strong></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Working professionals in the field of interpreting will gain comprehension of linguistic terminology related to the phonetics and phonology of physically producing ASL target texts.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Audience members will be able to apply the linguistic topics discussed toward their own work through analysis of their own physical exertion in the production of ASL target texts.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Audience members will attain strategies for analyzing their own production of hand configurations, signing space, movement force, static loading, micro breaks, posture, stance, and mental processing.</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><strong>Information about the Presenter</strong></div><div style="color: #333333; font-family: 'lucida grande', tahoma, verdana, arial, sans-serif; font-size: 11px; line-height: 1.5em; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Brian Cerney, Ph.D., CI, CT, ASLTA-Professional has been a nationally certified interpreter since 1991 and is currently an Associate Professor within the ASL - English Interpreting Program at Keuka College in New York. Dr. Cerney’s research interests include interpreting processes, human-cognitive responses to stress, and ASL/English/Interpreting pedagogy. He has presented on topics ranging from interpreters serving as language models in mainstream environments, teaching methodologies for ASL, and evaluation methodologies for target texts.<br />
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<a href="http://prezi.com/qwgw5g-aecph/interpreting-biomechanics/"><b><span class="Apple-style-span" style="font-size: large;">Prezi - Interpreting Biomechanics</span></b></a></div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-3926719697303204432011-06-07T09:19:00.000-07:002011-07-11T13:09:46.063-07:00How We Do Our Work - (Part 1) Hand ConfigurationIn 1965 William Stokoe published his Dictionary of American Sign Language. In that text he identified three components which came together to generate the vocabulary of ASL: Handshapes, Movements and Locations. We begin here in our analysis of how not to hurt ourselves generating messages in ASL.<br />
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In the 1970s additional researchers identified Palm Orientation as an additional defining characteristic of ASL vocabulary. For our purposes we will define Hand Configuration as the combination of Handshape and Palm Orientation.<br />
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Proper Hand Configuration for signed languages should not cause undue stress on the signer. In other words, the phonetics, or muscle movement, required to generate language should not cause damage. If you are hurting yourself using language then you are not using the language correctly - FOR YOU.<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://1.bp.blogspot.com/-XojnH7vxNMc/ThtLOQv4EcI/AAAAAAAAADc/VWK9iMHqEeU/s1600/Escher+hands.gif" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="280" src="http://1.bp.blogspot.com/-XojnH7vxNMc/ThtLOQv4EcI/AAAAAAAAADc/VWK9iMHqEeU/s320/Escher+hands.gif" width="320" /></a></div><br />
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So to begin, the muscles in the hand need move only enough to generate distinctive characteristics between the options used in a given signed language. In ASL, for example, the handshapes associated with spelling the letters "A" and "S" are distinguished by thumb posture/location. In the "A" posture the thumb is to the side. In the "S" posture the thumb is opposed to the palm, covering some of the fingers. As a point of contrast, Russian Sign Language does not distinguish these handshapes (either one is an acceptable representation of the Cyrillic letter "C" (equivalent to the Roman "S"). An "S" is no more correct or distinct if the thumb contacts the ring finger, middle finger or only the index finger... the point of distinction is that it covers at least one finger and is opposed to the palm rather than aligned with it.<br />
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The finger extensions in the hand configurations associated with the letters "T", "N", and "M" are distinct only in the number of the fingers to either side of the thumb. There is not additional distinction made by forcing the pads of the fingers to contact the back of the thumb.<br />
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Palm orientation plays a defining characteristic for the hand configurations associated with the letters "K" and "P". A closer examination reveals that the extended fingers only need to be either at/below horizontal ("P") or at/above horizontal ("K") to provide sufficient distinction.<br />
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So why do some of us struggle to generate "over-articulated" hand configurations? Because over-articulated hand configurations are easier to draw. Fingerspelling charts across history have shown us idealized hand configurations that only occur when someone asks "How do you make a 'K'?" They show us fingernails for all four fingers for the letters "T", "N" and "M" because it is easier to represent a finger that is pointed down rather than straight out at the viewer.<br />
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So let's check ourselves... Start with your hand open in a "5" handshape. Move your index finger down to your palm and place the pad of your thumb over it... like a tight "F" handshape. Now move the rest of your fingers down and look at your hand from the front. That's an "S"... or more accurately, that's one version of an "S" handshape.<br />
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Now open your hand and quickly make your normal "S" handshape. Look at your hand. Some of you have your thumb touching only your index and middle fingers. Some of you have a tighter hand configuration with your thumb touching three fingers. If anyone has their thumb touching their pinky then you are misarticulating the "S" handshape and I'll explain why in a minute. First... look at your hand and change from touching the index-only, two fingers and three fingers. Notice how your thumb is moving to make the difference between the two-fingered version and the three-fingered version.<br />
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Let me take a moment to ask you... how many people have ever thought about this before or done this kind of self examination?<br />
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A quick google search of fingerspelling charts will show you that most representation of the handshape show the thumb covering the index and middle fingers. Some barely touch the middle, some show contact with the ring finger. My point is that any of these are sufficient to be understood as an "S", so find the version that is most-comfortable (least painful) for you.<br />
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Alright. So you're saying to yourselves, "That's great, Brian.... thanks for teaching me how to fingerspell. I really am glad that I came al the way to a national conference to get that in a workshop!" My point is only that you notice your own behaviors and see if anything your are doing is a potential risk. Are you doing things to yourselves that are hurting you (or at least using more effort/energy than necessary) and can you make changes now that will reduce your risk of injury?<br />
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So let me describe two Self-Analysis Projects for you to work on and then we are moving on.<br />
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Self-Analysis Project #1 - when you have five minutes of free time and no one else is looking, check your own production of all the hand configurations you use to generate the alphabet. Start by tensing the muscles in your hand and making the cleanest, correct version of the handshape and hold that posture for several seconds. Release all the tension in your hand and let your fingers come to a more natural posture. NOW LOOK AT YOUR HAND and put it into your brain that this hand configuration without undue tension is YOUR TARGET VERSION of that handshape.<br />
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Self-Analysis Project #2 - when you have a week of time to mentally complete this process work your way through the entire alphabet two letters at a time. Imagine a 26-by-26 grid that has every possible two-letter combination in it from A+A and A+B all the way to Z+Y and Z+Z. Pick a letter and work your way through all the possible combinations of that letter with every other letter THREE TIMES EACH before moving to the next letter. Let's run through the first several sequences with the hand configuration associated with the letter "B"... BA, BA, BA; BB, BB, BB; BC, BC, BC...<br />
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The point to this exercise is not to notice the hand configurations for each handshape (That was Project #1), but rather notice the shortest, cleanest, most direct movements that get you from the first to the second handshape. These are called EPENTHETIC movements and they are not meaningful in themselves, but when done smoothly and without hesitations or extraneous movement they help the viewer to better predict the next handshape. Notice that the transition from "B" to "A" requires the four fingers to move in unison and for the thumb to move simultaneously. All four fingers should reach their final posture at the same time as each other and also at the same time that the thumb is at it's final posture.<br />
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Practice smooth, direct and accurate movements. When you have completed all the possibilities in the 26-by-26 grid of two-letter combinations you have generated every possible sequence for everything that you will ever fingerspell. Put that into your brain and let it stay there. You will no longer ever need to feel overwhelmed with spelling anything in the future because you have already done it before accurately and smoothly.<br />
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So one final TIP and we move on. When you need to fingerspell, SLOW DOWN. There is not point to fingerspelling quickly just to make errors so that you have to start all over again. If you don't appreciate Deaf people fingerspelling quickly at you then consider that they might appreciate seeing your fingerspelling done smoothly, calmly and correctly one time rather than multiple attempts. DO IT RIGHT - ONCE.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-80084382295613515762011-06-06T09:20:00.000-07:002011-07-14T08:36:57.547-07:00How We Do Our Work - (Part 2) LocationFor this portion of the presentation I need you all to get your cell phones out and turned on. Bring up your videocamera program and get it ready to record. I have two three-minute samples of an English source text that I want you to take turns interpreting. Make an agreement with the people next to you to use your phone to record you for one of these samples and you'll use their phone to record their performance on the other sample. Figure out where you are going to do this without hurting yourself or your neighbors... some of you might want to come out of your seats and find some space in the aisles or up front. Figure out who is going first. If there are three of you... one person can hold two cameras at the same time... at least in theory... I really want you to have a person work with you and not just set the camera on your chair. Thirty more seconds and we will get going... if you can't figure out your phone, find a... um... "less-seasoned" interpreter to help you. What you are about to hear is from my favorite source of English practice material - TED dot com. [www.ted.com] This is Malcolm Gladwell talking about spaghetti sauce. I want you to do your best interpretation for a Deaf consumer who is fluent in American Sign Laguage but only knows English well enough to perform Basic Interpersonal Communication... writing short notes to place a food order, completing a basic form. In other words, if you decide to fingerspell something you better explain what it means. OK I'm done filling the time. Either you're ready or you're not... no big deal... here we go for three minutes.<br />
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<div class="separator" style="clear: both; text-align: center;"><a href="http://2.bp.blogspot.com/--l5hiRtx5TM/ThtLOXW2Z1I/AAAAAAAAADg/xk61_BJT2Tk/s1600/waterfall.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="http://2.bp.blogspot.com/--l5hiRtx5TM/ThtLOXW2Z1I/AAAAAAAAADg/xk61_BJT2Tk/s320/waterfall.JPG" width="250" /></a></div><br />
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[NOTE TO INTERPRETERS - no need to interpret these practice samples. If the internet connection is intact then the projected video will include on-screen captions. If the internet is problematic, my mp4 will not have captions, but interpretations will abound within the room]<br />
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html<br />
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<div class="separator" style="clear: both; text-align: center;"><iframe allowfullscreen='allowfullscreen' webkitallowfullscreen='webkitallowfullscreen' mozallowfullscreen='mozallowfullscreen' width='320' height='266' src='https://www.youtube.com/embed/UGWA7Nuz9e4?feature=player_embedded' frameborder='0'></iframe></div><br />
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Malcolm Gladwell - "<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">I think I was supposed to talk about my new book,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">which is called "Blink," and it's about snap judgments and first impressions.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And it comes out in January, and I hope you all buy it in triplicate. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">But I was thinking about this,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and I realized that although my new book makes me happy,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and I think would make my mother happy, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">it's not really about happiness.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">So I decided instead, I would talk about someone who</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">I think has done as much to make Americans happy</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">as perhaps anyone over the last 20 years. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">A man who is a great personal hero of mine. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Someone by the name of Howard Moskowitz,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">who is most famous for reinventing spaghetti sauce.</a></span><br />
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<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard's about this high, and he's round, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he's in his sixties, and he has big huge glasses </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and thinning grey hair, and he has a kind of wonderful exuberance and vitality,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he has a parrot, and he loves the opera,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he's a great aficionado of medieval history.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And by profession, he's a psychophysicist. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now, I should tell you that I have no idea what psychophysics is, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">although at some point in my life, I dated a girl for two years who was getting </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">her doctorate in psychophysics. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Which should tell you something about that relationship. (Laughter)</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">As far as I know, psychophysics is about measuring things.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Howard is very interested in measuring things. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And he graduated with his doctorate from Harvard,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he set up a little consulting shop in White Plains, New York. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And one of his first clients was -- this is many years ago, back in the early '70s</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">-- one of his first clients was Pepsi.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Pepsi came to Howard and they said,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"You know, there's this new thing called aspartame,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and we would like to make Diet Pepsi. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">We'd like you to figure out how much aspartame we should put in</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">each can of Diet Pepsi, in order to have the perfect drink." Right?</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now that sounds like an incredibly straightforward question to answer, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and that's what Howard thought. Because Pepsi told him, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"Look, we're working with a band between eight and 12 percent.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Anything below eight percent sweetness is not sweet enough, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">anything above 12 percent sweetness is too sweet. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">We want to know, what's the sweet spot between eight and 12?"</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now, if I gave you this problem to do, you would all say, it's very simple.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What we do, is you make up a big experimental batch of Pepsi, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">at every degree of sweetness -- eight percent, 8.1, 8.2, 8.3, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">all the way up to 12 -- and we try this out with thousands of people,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and we plot the results on a curve, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and we take the most popular concentration. Right? Really simple.</a>"</div></span>OK... now take a moment to stop the recordings or to apologize for messing up and not getting a recording... whatever happened, it is too late to fix. If you can get a video recording this is really going to help you self-diagnose. What I want you to look for will change as soon as I tell you what it is, and you probably won't have paid attention to it just watching each other, so Get ready to record this second round (switch cameras... figure it out) OK we are moving forward for three more minutes of Malcolm Gladwell...<br />
<br />
Malcolm Gladwell - "<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard does the experiment, and he gets the data back, and he plots it on a curve, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and all of a sudden he realizes it's not a nice bell curve.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">In fact, the data doesn't make any sense. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It's a mess. It's all over the place. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now, most people in that business, in the world of testing food and such, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">are not dismayed when the data comes back a mess. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They think, well, you know, figuring out what people think about cola's not that easy. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You know, maybe we made an error somewhere along the way.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You know, let's just make an educated guess,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and they simply point and they go for 10 percent, right in the middle.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard is not so easily placated.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard is a man of a certain degree of intellectual standards.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And this was not good enough for him,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and this question bedeviled him for years. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And he would think it through and say, what was wrong?</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Why could we not make sense of this experiment with Diet Pepsi?</a></span><br />
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<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And one day, he was sitting in a diner in White Plains, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">about to go trying to dream up some work for NescafE. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And suddenly, like a bolt of lightning, the answer came to him. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And that is, that when they analyzed the Diet Pepsi data,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">they were asking the wrong question. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They were looking for the perfect Pepsi, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and they should have been looking for the perfect Pepsis. Trust me. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">This was an enormous revelation. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">This was one of the most brilliant breakthroughs in all of food science.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Howard immediately went on the road, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he would go to conferences around the country, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">would stand up and he would say, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"You had been looking for the perfect Pepsi. You're wrong.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You should be looking for the perfect Pepsis." </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And people would look at him with a blank look, and they would say, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"What are you talking about? This is craziness."</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And they would say, you know, "Move! Next!" </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Tried to get business, nobody would hire him -- he was obsessed, though,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he talked about it and talked about it and talked about it.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard loves the Yiddish expression </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"to a worm in horseradish, the world is horseradish." </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">This was his horseradish. (Laughter) He was obsessed with it!</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And finally, he had a breakthrough. Vlasic Pickles came to him,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and they said, "Mr. Moskowitz -- Doctor Moskowitz --</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">we want to make the perfect pickle." And he said, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"There is no perfect pickle, there are only perfect pickles." </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And he came back to them and he said, "You don't just need to improve your regular,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">you need to create zesty."</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And that's where we got zesty pickles. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Then the next person came to him, and that was Campbell's Soup.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And this was even more important. In fact,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Campbell's Soup is where Howard made his reputation.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Campbell's made Prego, and Prego, in the early '80s, was struggling next to Ragu, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">which was the dominant spaghetti sauce of the '70s and '80s.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now in the industry -- I don't know whether you care about this, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">or how much time I have to go into this.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">But it was, technically speaking -- this is an aside --</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Prego is a better tomato sauce than Ragu.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">The quality of the tomato paste is much better, the spice mix is far superior, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">it adheres to the pasta in a much more pleasing way. In fact,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">they would do the famous bowl test back in the '70s with Ragu and Prego. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You'd have a plate of spaghetti, and you would pour it on, right?</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And the Ragu would all go to the bottom, and the Prego would sit on top. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">That's called "adherence." </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And, anyway, despite the fact that they were far superior in adherence, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and the quality of their tomato paste, Prego was struggling.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">So they came to Howard, and they said, fix us. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Howard looked at their product line, and he said,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">what you have is a dead tomato society. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">So he said, this is what I want to do. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And he got together with the Campbell's soup kitchen, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he made 45 varieties of spaghetti sauce. And he varied them</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">according to every conceivable way that you can vary tomato sauce. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">By sweetness, by level of garlic, by tartness, by sourness, by tomatoey-ness, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">by visible solids -- my favorite term in the spaghetti sauce business. (Laughter)</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Every conceivable way you can vary spaghetti sauce, he varied spaghetti sauce. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And then he took this whole raft of 45 spaghetti sauces, and he went on the road.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">He went to New York, he went to Chicago, he went to Jacksonville,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">he went to Los Angeles. And he brought in people by the truckload. Into big halls.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And he sat them down for two hours, and he gave them,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">over the course of that two hours, ten bowls.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Ten small bowls of pasta, with a different spaghetti sauce on each one.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And after they ate each bowl, they had to rate, from 0 to 100,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">how good they thought the spaghetti sauce was.</a>"</div></span><br />
OK... stop recording, hand back the equipment, make your apologies if necessary and find your way back to your seats. You may have noticed that the last segment was closer to four minutes but I wanted to stop at a point that finished the pictures in the air. That last bit had some rich opportunities to use signing space... New York, Chicago, Jacksonville, Los Angeles... so now let's talk about the next parameter.<br />
<br />
Location is the second parameter of signed languages. It requires the use of larger muscles to establish and change locations. Changes in hand configuration require fine motor skill - fingers, thumbs and wrists. Changes in locations require movement of arms up and down, forward and back, ipsi-laterally and contra-laterally plus various combinations of these.<br />
<br />
Just as a side note, when I was involved in video relay interpreting I noticed that Deaf consumers were varying the location of the sign HOSPITAL from the place I had learned it - on the outside of the upper arm - to a much easier-to-reach and more highly-visible location... the front of the upper arm (or sometimes even more centrally at the contra-lateral chest). I realized that my "traditional" version of the sign was not very effective for a two-dimensional broadcast with me seated in a chair because I had to extend my dominant arm to the edge of my signing space, sometimes sticking my elbow out at the camera. With the immediate feedback of the videocamera I was quickly able to find a version of the sign that looked right but didn't require as much effort (and my guess is that Deaf people were also responsive to this feedback in their own signing).<br />
<br />
The point of this example is that our signing locations occur within the limitations of our reach and that the extreme ends of our reach rarely provide enhancement to the clarity of our signs. Just as we saw in hand configuration, we only need to have enough variation in our signing locations to provide visual distinctions.<br />
<br />
Stokoe noticed a variety of locations but he only identified a single "Neutral Space" location in the dictionary of ASL. Of course neutral space is where most fingerspelling, subject-object agreement, conditionals, comparisons and classifier constructions take place. Neutral space is FILLED with complex grammar and requires visual distinctions to keep that grammatical information comprehendible.<br />
<br />
Scott Liddell and Robert Johnson, two linguists at Gallaudet University, proposed a transcription system for signed languages which provided much greater detail in defining "neutral space". There were several components involved, but the key component was the category of "Distance". They identified five points of distance and their graduate students who used the system to transcribe videotapes quickly identified ways to match these labels with two-dimensional examples of signing on videotape.<br />
<br />
CONTACT has no light between the extended finger(s) and the location. In other words, the hand is touching the location.<br />
<br />
PROXIMAL distance has light between the extended finger(s) and the location, but the elbow is sharply bent or up to about a 45 degree angle. Proximal distance might be a milimeter or it might be a couple of inches, but the key reference point is the elbow being less than 45 degrees for facial locations (close to 45 degrees or slightly more for lower locations such as the abdomen).<br />
<br />
MEDIAL distance has elbow angles between 45 and 90 degrees.<br />
<br />
DISTAL distance has elbow angles between 90 and 135 degrees.<br />
<br />
EXTENDED distance has elbow angles larger than 135 degrees (typically at full extension or very close).<br />
<br />
So here's your tip. ALL SIGNED LANGUAGE CAN BE CONDUCTED WITH ONLY CONTACT, PROXIMAL and MEDIAL LOCATIONS. There is no linguistic need for Distal or Extended postures. For stylistic reasons, such as extreme emphasis, we may occasionally make a message more clear by using Distal or Extended postures. Understanding this helps to define the limits of our signing envelope.<br />
<br />
Now, think back to a few minutes ago when you were interpreting Malcolm Gladwell. Did your signs move farther away than medial distance? Are you self-aware to really know? Check yourself by looking at your video... later... not now... put that down. If you see your elbow moving past 90 degrees then your signing space is TOO LARGE. You are wasting energy moving large muscles further away from your body than you need to, and as a result you are making your message LESS CLEAR than it could be. I know that might seem counter intuitive, but let's compare movements in sign language to movements in spoken language. All of the sounds I am making in English are the results of movements between locations that are no more than an inch away from each other inside my mouth. When those darn hearing people try to help deaf people to lipread they OVER ARTICULATE and that just messes up the message for the Deaf person and it looks stupid, too.<br />
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Signing that is TOO LARGE is not helping anyone. You are not helping to make the message more clear for the Deaf person and you are burning up energy in your upper body, exhausting the muscles that you need to do your work. If I have just described YOU, then here is your self-improvement tip. You need a flat wall without anything hanging on it and a regular piece of paper. Put a corner of the paper to the inside of your elbow and bend your elbow so that it is at 90 degrees in front of you. Now shuffle up to the wall, STILL HOLDING THE PAPER IN PLACE, until your knuckles are touching the wall. Now practice interpreting. If you exceed medial distance you will IMMEDIATELY know because you will FEEL it. Get used to signing in Proximal to Medial distances and you will reduce your risk of hurting yourself with your work.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-6600129029443977622011-06-05T09:21:00.000-07:002011-07-11T13:12:04.016-07:00How We Do Our Work - (Part 3) MovementMovement is our third parameter and it is closely related to location because movements occur BETWEEN locations. Some of the movements are for making a sign and the rest of the movements are epenthetic movements that get our hand from the end of one sign to the beginning of the next sign. So some of the movements are meaningful because they are part of the sign. Other movements are not meaningful because they happen between signs.<br />
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Regardless of whether the movement has meaning or not, movements should not be so rapid that they require airbrakes to stop them. If your signing space is TOO LARGE than there is a good chance that your are also moving too rapidly, using quick starts and quick stops to move your hand from location to location to location. At NTID we call this BALLISTIC SIGNING and it is one of the most obvious things to diagnose. If on your video recording you see your hand REBOUND either at a contact point or in mid-air, then that movement was too forceful and you are spending extra effort to GENERATE that movement, then even more effort to STOP that movement. If your CONTACTS in your sign production make a sharp noise, then you are being too forceful. If you make quiet brushing sounds at your contact points then your movements are not too forceful. If you make ZERO noise at your contact points then you might be over-restraining yourself... stopping before you actually make contact. If the sign is supposed to make contact, then make contact because PROXIMAL distance is contrastive to CONTACTS... so make the contacts but don't use so much muscle power that you leave a mark.<br />
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If you are a ballistic signer then I have a self-improvement tip that I ask you to be careful with. The method is to practice overly-fluid signs that run one into the other. This gets you to break your ballistic (START and STOP) habits, but like using methodone to help a heroine addict, this solution has potential problems. Signs do need to have distinct starting and ending points. So my solution is what I call SIGN-CHI. I take instrumental music (without words) and I describe a visually vivid scene, usually with a character moving through the scene and/or interacting with it. For example with a slow piece I might describe a wooded scene with snow at sunset and a cabin in the distance as I walk or cross-country ski, rhythmically to the music, toward it... enter, warm myself by the fire, etc. For a more rapid piece of music I might describe doing a triathalon or skydiving or some other extreme sport. The requirement in SIGN-CHI is to maintain fluid movement with distinction. I am not interpreting anyone else's words so I can emphasize any element of my message at any time.<br />
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To get a better idea of this, visit my website, go to the RESOURCES section and find the SIGN-CHI video. I find the activity to be more entertaining when done as a group of several people as a warm-up activity or at the conclusion of an assignment.<br />
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Just remember that normal signing needs to use direct movements between distinct locations and that there are times when the hands are moving and moments when they should not be moving. That's the next topic.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-73973958128990979862011-06-04T09:21:00.000-07:002011-07-11T13:12:43.214-07:00How We Do Our Work - (Part 4) HoldsPart of the Liddell and Johnson transcription system was a division of signs into MOVEMENTS and HOLDS. Stokoe had theorized that signs were simultaneous bursts of Handshape, Location and Movement; but Liddell and Johnson recognized that movements occurred between locations and that sometimes hands on videotape were blurred and sometimes they were not, meaning that signs had parts and the parts occurred in specific sequences. One of their working definitions for distinguishing movements and holds was if a video image showed three consecutive frames without blurring then it was a HOLD. In the non-videotape world that means that if your hand is still for one tenth of a second you have generated a HOLD. One tenth of one second is sufficient distinction. One tenth of one second.<br />
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When we interpret, we have a very strong tendency to let our non-dominant hand linger in signing space until we need it again. This is a matter of convenience and it seems to be the way to save our energy. This is an INCORRECT PERCEPTION. First, there is no linguistic reason to keep our non-dominant hands hanging in our signing space. Second, it actually requires continued muscle strain to keep a non-moving hand suspended in signing space. The more distal it is, the more effort is required. If you don't believe me, put your hands out in front of you and hold them still for five seconds. Start at EXTENDED distance... then DISTAL... then MEDIAL... then PROXIMAL... and finally in CONTACT with your CHest or ABdomen. Even holding it in contact with your body still requires muscular effort. <br />
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This is called STATIC LOADING. It occurs every microsecond that we use muscles to HOLD a posture. It takes energy to do it. It will exhaust your muscles. STATIC LOADING is BAD. Remember that the linguistic value of a HOLD is completed in one tenth of one second... all the rest of the time you keep your hands in space is that NASTY Static Loading.<br />
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Now let your hand drop to your lap, or to your side. Release it entirely... stop spending muscular effort to maintain its posture. This is a true RESTING STATE and it is something we rarely allow ourselves to do during our work.<br />
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There are countless examples of Deaf people on video recordings that show them NOT resting their non-dominant hand. Pat Graybill and MJ Bienvenu leave their non-dominant hands right where they last used them until they need them again. That is normal conversational behavior. But you are not a normal conversationalist.. you are an INTERPRETER and you are very BUSY... both in body and in mind. So you need to let your body reduce its muscular strain as much as possible while you are working so that the blood can properly flow and repair any minor damage that occurs during our work.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-51495403832129406632011-06-03T09:22:00.000-07:002011-07-11T13:13:31.462-07:00How We Do Our Work - (Part 5) Microbreaks<div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">OK? Are you with me on the non-dominant hand? Guess what? Now we need to work on the dominant hand. This may be the hardest thing you train yourself to do. It took me a full year of deliberately resting my dominant hand during my work before it felt natural and I still don't make as much use of resting behavior as I actually have time for. Here is the task: when there are short moments... as short as one second... where you are not signing anything put both hands ALL THE WAY DOWN. Not clasped onto one-another, not one grabbing the wrist of the other... BOTH hands fully down to your sides hanging without any muscular strain at all from your shoulders.<br />
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</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Everyone stand up please. The only way you are going to work this into your life is to physically experience this so please, stand up and let your arms hang to your sides. I promise you, you do NOT look stupid doing this. Keep your hands down... balance your weight on both feet equally, feet shoulder-width apart... arms down to the sides. Bring your hands up and give me the generic INTERPRETING-ASL sign... now let both hands drop to your sides. Breath in. Breath out and raise your hands again... sign, sign sign... drop your hands and breath in. We have just practiced EVERYTHING ELSE that I am going to talk about.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">But before we move on, let me give you the label that we use at NTID for letting ourselves rest our arms. We call this a MICRO-BREAK. I know you are still resistant to the idea... you are thinking that you will use this only when the speaker stops to take a sip of water but otherwise it will not be important to you. NO... I am telling you that you must generate at least one microbreak every fifteen SECONDS. These are breaks BETWEEN your sentences.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">So the first objection that you have to this is that you are too BUSY to take so many microbreaks. Think about it... if you take a one-second microbreak every fifteen seconds that is only four seconds of resting per minute. If the speaker is really busy, you would only get four total minutes of rest in a one-hour assignment... even Sorenson gives you more resting time each hour than that... so one microbreak every fifteen seconds is actually a minimum.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">Here's the beauty of taking a microbreak... you just put your hands down, right. Well there better be a darn good reason to bring them back up again. This means that you might actually PROCESS the MEANING of the next sentence before you raise your hands. That one-second microbreak might extend to three or five seconds because you are able to devote more mental effort into making a mental picture of the next concept... and BAM! you don't need to use so many signs to represent it and you can take another microbreak...</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">And here is where the next objection comes up. You tell me, "Brian, raising your hands into signing space is a way that people take turns in conversations and lowering them indicates the conclusion of a turn" and I say "Yes... that is ONE indicator, but the much stronger determiner of offering or taking turns in a signed conversation is EYE GAZE" If my eye gaze is steadily directed at a single deaf consumer and my hands come down, then I am offering that deaf consumer a turn. But if I am looking at the visual aids, the source-text speaker, or if I sweep my eye gaze across the audience then I am not granting a turn to anyone.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">OK... sidebar... Let me tell you my own revelation from classroom interpreting this past year. Every year I request the opportunity to work with a particular professor who teaches Data Analysis and over five years of working with her I have learned a lot about how she teaches her subject and how she manages her student's attention. Only this last year... year five of working with her... have I finally figured out how to be equivalent to her in my representations of the questions she asks. She asks two different kinds of questions... they both sound exactly the same except for the ending. One version of the question sounds like this... "Is this data going to give us a MEAN or a PROPORTION?" and then she looks around the room for a raised hand. The other version sounds like this... "Is this data going to give us a MEAN or a PROPORTION?" and then she looks around the room and LOCKS HER GAZE ON ONE STUDENT, calls out the student's name and then ignores anybody else's attempt to answer the question.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">For years I have confused my Deaf students by continuing to look around the room and often they attempt to answer the question, only to be frustrated when the instructor won't call on them. I now know that I must look to see how she is asking the question and I MUST ALSO LOOK AT THE SAME STUDENT (even though they are hearing) because the eye gaze tells EVERY OTHER student (Deaf AND hearing) that they are NOT the recipient of the turn being offered.</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;"><br />
</div><div style="margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px;">So if you are concerned that bringing both hands to rest in the middle of a paragraph might tempt your Deaf student to try to take a turn, then you need to pay attention to your eye gaze, but while you are working on your eye gaze, get both of those hands down.</div>Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-88737926463130117812011-06-02T09:22:00.000-07:002011-07-11T13:14:23.189-07:00How We Do Our Work - (Part 6) Body Posture & BreathingAnd while your hands are down... take a deliberate, intentional, deep breath. Our brain requires oxygenated blood to function properly When we are working we very likely get into a habit of taking shallow breaths which allows a certain amount of carbon dioxide to linger in our lungs. Microbreaks are the perfect time to refresh our lungs' access to oxygen so use them as a reminder to take a full breath.<br />
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While you are taking your full breath and your arms are fully resting by your sides you can check your posture. Are you balanced? Do you have one leg crossed over the other? Are you leaning to one side or another? Crossing your legs might actually be a polite posture, depending on the clothing you are wearing. Balance out they way you are contorting your body by crossing them the other way. If you don't need to cross your legs, teach yourself to be comfortable without crossing them. Stand or sit with equal weight to each side of your body so that when you need to lean or step to one side for linguistic reasons, you can return to neutral or to the opposite contrastive side with ease.<br />
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Now, here's another tip. This one comes from Dr. Clayton Valli, ASL Poet and former Gallaudet professor. He told me the story about how he would use leg posture to help him quickly decide the quality of the interpreters at Gallaudet.<br />
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Years ago Gallaudet had what we called "Dual Services"... I don't know that the practice is still going on, but back in the day that meant that we had INTERPRETING on one side of the stage and TRANSLITERATING on the other. When Dr. Valli joined the faculty he initially sat with all of the DEAF POWER Deaf members near the INTERPRETING side. But he would check out the other interpretation at the other end of the stage and found that sometimes that message was easier to understand. Eventually he started sitting in the middle of the auditorium and when the interpreting teams changed he would spend a few moments looking at each one until he decided which one was more clear. Once he made that decision he stuck with it until the next change of interpreters and he would make his comparisons again. Eventually Dr. Valli noticed one consistent behavioral feature that had significant predictive power. He noticed the interpreters' feet, or rather the distance between the feet, provided enough information that he no longer needed to compare the signing to decide which interpreter was more clear. If the feet were together, then the interpreter would be unable to use contrastive signing space. If the feet were shoulder-width apart then the interpreter WOULD be making use of contrastive signing space. Regardless of what the interpreter thought they were doing - INTERPRETING or TRANSLITERATING - if they did it with their feet locked together, they were going to be useless to Dr. Valli.<br />
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So balance yourself, allow yourself to lean, or even STEP INTO contrastive signing space, and breathe.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-82664470608199247822011-06-01T09:23:00.000-07:002011-07-14T08:42:04.769-07:00How We Do Our Work - (Part 7) Processing DepthAnd if we are able to do ALL of that, then maybe we have some energy left over to devote to the mental processing that is the great mystery of interpreting. Pick your favorite model of interpreting - whether it is Cokely or Colonomos, or Kirchhoff - and you will see three mandatory requirements. All models of interpreting (that are worth anything) have these three things:<br />
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<div style="text-align: center;">SOMETHING IN</div><div style="text-align: center;">SOMETHING DONE</div><div style="text-align: center;">SOMETHING OUT</div><br />
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We work between source texts and target texts. Those can be easily documented, dissected and analyzed. It's the step in between that is the mystery of the work that we do... the SOMETHING DONE part of interpreting... because it happens in our head and it is hard to document, dissect or analyze. There isn't much that I can tell you to make your processing easier, faster, or better. That's the lifelong challenge for every interpreter. It's the basis for my favorite Marina McIntire quote. I remember her saying several years ago in Long Beach, California "Interpreting is Impossible.... so Get Better!"<br />
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So in the mystery of how we get better, I just want to emphasize that mental stress can result in physical stress. When we are processing a message that we are struggling to understand our body reveals the truth of the situation and our shoulders raise, our signing space gets higher, our facial expression reveals our mental stress. So here is my overall surefire solution for beating mental stress. When the speaker is talking TOO FAST, start SIGNING SLOWER! Yup... another counter-logical approach. You can ask the speaker to slow down... I have yet to see a speaker who is asked to slow down STAY SLOWED DOWN for more than thirty seconds. It's a losing battle. Fight a different one. Figure out how to represent their meanings rather than their words and you will find that you have plenty of time. Keep using your microbreaks to reinforce your processing depth.<br />
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I want to emphasize that I refer to this as processing depth and not processing time. Time really is not relevant. If I am understanding a message well, I can probably generate it as fast or even faster than the speaker. There are many times that I finish the sentence before they do. I have learned to be careful because sometimes they don't finish because they want the students to finish for them (and I just told all the Deaf students the answer). But most of the time when I am understanding the message and I catch up to the speaker I will go ahead and finish my ASL version of the sentence before they finish the English version and then I take a MACRO-BREAK to celebrate.<br />
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You can increase your processing depth by knowing the elements that surround the communication. The more you know the TOPIC, the SPEAKER, the AUDIENCE, the ENVIRONMENT and the BACKGROUND KNOWLEGE shared between the participants, the more likely you will be able to process the communication deeply and generate a target text that is equivalent both in meaning and emotional impact to your target audience. And then for the 90% of the time when we DONT have all of that information, use your microbreaks to think about the meaning in the source text so that you can generate ONE VERSION of it CLEANLY and CORRECTLY and take another microbreak before you do it all over again.<br />
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So let's document what we have learned today. Get your cell phones out one more time and get set to video record each other. We are going to finish the Malcolm Gladwell text. I am going to shout out reminders to your to PUT YOUR ARMS DOWN, BREATH, BALANCE YOUR WEIGHT, and PROCESS. I want your team members to watch for extraneous movement to DISTAL or EXTENDED locations and encourage you to sign in your normal signing space, or SIGNING ENVELOPE as we call it at NTID. Alright you should be ready for this next segment by now. So here we go:<br />
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Malcolm Gladwell: "<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="background-attachment: initial; background-clip: initial; background-color: #d2d1d0; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">At the end of that process, after doing it for months and months,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">he had a mountain of data </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">about how the American people feel about spaghetti sauce.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And then he analyzed the data. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now, did he look for the most popular brand variety of spaghetti sauce? No!</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard doesn't believe that there is such a thing.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Instead, he looked at the data, and he said,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">let's see if we can group all these different data points into clusters. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Let's see if they congregate around certain ideas. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And sure enough, if you sit down, and you analyze all this data on spaghetti sauce,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">you realize that all Americans fall into one of three groups. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">There are people who like their spaghetti sauce plain, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">there are people who like their spaghetti sauce spicy</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and there are people who like it extra chunky.</a></span><br />
<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"></span><br />
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<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And of those three facts, the third one was the most significant.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Because at the time, in the early 1980s,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">if you went to a supermarket,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">you would not find extra-chunky spaghetti sauce. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Prego turned to Howard, and they said, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"You telling me that one third of Americans crave extra-chunky spaghetti sauce </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and yet no one is servicing their needs?" And he said yes!</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">(Laughter) And Prego then went back,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and completely reformulated their spaghetti sauce,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and came out with a line of extra chunky that immediately and completely</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">took over the spaghetti sauce business in this country. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And over the next 10 years, they made 600 million dollars</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">off their line of extra-chunky sauces.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And everyone else in the industry looked at what Howard had done, and they said, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"Oh my god! We've been thinking all wrong!" </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And that's when you started getting seven different kinds of vinegar,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and 14 different kinds of mustard, and 71 different kinds of olive oil -- </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and then eventually even Ragu hired Howard, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and Howard did the exact same thing for Ragu that he did for Prego.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And today, if you go to the supermarket, a really good one, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and you look at how many Ragus there are -- </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Do you know how many they are? 36! </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">In six varieties: Cheese, Light, Robusto, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Rich & Hearty, Old World Traditional, Extra-Chunky Garden. (Laughter)</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">That's Howard's doing. That is Howard's gift to the American people.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now why is that important? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It is, in fact, enormously important. I'll explain to you why.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What Howard did is he fundamentally changed the way the food industry thinks</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">about making you happy.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Assumption number one in the food industry used to be </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">that the way to find out what people want to eat -- </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">what will make people happy -- is to ask them.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And for years and years and years and years, Ragu and Prego would have</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">focus groups, and they would sit all you people down, and they would say,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"What do you want in a spaghetti sauce? Tell us what you want in a spaghetti sauce."</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And for all those years -- 20, 30 years -- </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">through all those focus group sessions, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">no one ever said they wanted extra-chunky. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Even though at least a third of them, deep in their hearts, actually did.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">(Laughter)</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">People don't know what they want! Right? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">As Howard loves to say, "The mind knows not what the tongue wants."</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It's a mystery! </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And a critically important step in understanding our own desires</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and tastes is to realize that we cannot always explain what we want deep down. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">If I asked all of you, for example, in this room, what you want in a coffee,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">you know what you'd say? Every one of you would say "I want a dark, rich, hearty roast." </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It's what people always say when you ask them what they want in a coffee. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What do you like? Dark, rich, hearty roast! </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What percentage of you actually like a dark, rich, hearty roast?</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">According to Howard, somewhere between 25 and 27 percent of you.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Most of you like milky, weak coffee. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">But you will never, ever say to someone who asks you what you want --</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">that "I want a milky, weak coffee." (Laughter)</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">So that's number one thing that Howard did.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Number two thing that Howard did is he made us realize --</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">it's another very critical point -- </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">he made us realize in the importance of what he likes to call horizontal segmentation. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Why is this critical? It's critical because </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">this is the way the food industry thought before Howard. Right? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What were they obsessed with in the early '80s? They were obsessed with mustard.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">In particular, they were obsessed with the story of Grey Poupon. Right?</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Used to be, there were two mustards. French's and Gulden's.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What were they? Yellow mustard. What's in yellow mustard?</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Yellow mustard seeds, turmeric, and paprika. That was mustard. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Grey Poupon came along, with a Dijon. Right? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Much more volatile brown mustard seed, some white wine, a nose hit,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">much more delicate aromatics. And what do they do?</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They put it in a little tiny glass jar, with a wonderful enameled label on it, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">made it look French, even though it's made in Oxnard, California.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And instead of charging a dollar-fifty for the eight-ounce bottle, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">the way the French's and Gulden's did, they decided to charge four dollars.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And then they had those ads, right? With the guy in the Rolls Royce,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he's eating the Grey Poupon, the other Rolls Royce pulls up,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and he says, do you have any Grey Poupon? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And the whole thing, after they did that, Grey Poupon takes off!</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Takes over the mustard business!</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And everyone's take-home lesson from that was</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">that the way to get to make people happy </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">is to give them something that is more expensive, something to aspire to. Right? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It's to make them turn their back on what they think they like now, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and reach out for something higher up the mustard hierarchy.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">A better mustard! A more expensive mustard! </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">A mustard of more sophistication and culture and meaning.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And Howard looked to that and said, that's wrong!</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Mustard does not exist on a hierarchy. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Mustard exists, just like tomato sauce, on a horizontal plane.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">There is no good mustard, or bad mustard.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">There is no perfect mustard, or imperfect mustard. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">There are only different kinds of mustards that suit different kinds of people.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">He fundamentally democratized the way we think about taste.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And for that, as well, we owe Howard Moskowitz a huge vote of thanks.</a>"</div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"></div></span><br />
OK... switch roles... you should have figured out how to use the video camera functions by now so you might actually get a recording this time... here we go:<br />
<br />
Malcolm Gladwell: "<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Third thing that Howard did, and perhaps the most important, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">is Howard confronted the notion of the Platonic dish. (Laughter)</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What do I mean by that?</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">For the longest time in the food industry, </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">there was a sense that there was one way, a perfect way, to make a dish.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You go to Chez Panisse, they give you the red-tail sashimi</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">with roasted pumpkin seeds in a something something reduction. </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They don't give you five options on the reduction, right? </a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They don't say, do you want the extra-chunky reduction, or do you want the -- no!</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">You just get the reduction. Why? Because the chef at Chez Panisse</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">has a Platonic notion about red-tail sashimi.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">This is the way it ought to be.</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And she serves it that way time and time again,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"> </span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and if you quarrel with her, she will say,</a></span><span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">"You know what? You're wrong! This is the best way it ought to be in this restaurant."</a></span><br />
<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"></span><br />
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<span class="Apple-style-span" style="color: #222222; font-family: arial, helvetica, sans-serif; font-size: 12px; line-height: 15px;"><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now that same idea fueled the commercial food industry as well.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They had a notion, a Platonic notion, of what tomato sauce was.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And where did that come from? It came from Italy. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Italian tomato sauce is what? It's blended, it's thin. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">The culture of tomato sauce was thin. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">When we talked about authentic tomato sauce in the 1970s, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">we talked about Italian tomato sauce. We talked about the earliest ragus. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Which had no visible solids, right?</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Which were thin, and you just put a little bit over it</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and it sunk down to the bottom of the pasta. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">That's what it was. And why were we attached to that?</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Because we thought that what it took to make people happy</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">was to provide them with the most culturally authentic tomato sauce, A, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and B, we thought that if we gave them the culturally authentic tomato sauce, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">then they would embrace it. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And that's what would please the maximum number of people.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And the reason we thought that -- in other words,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">people in the cooking world were looking for cooking universals.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">They were looking for one way to treat all of us.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And it's good reason for them to be obsessed with the idea of universals,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">because all of science, through the 19th century and much of the 20th, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">was obsessed with universals. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Psychologists, medical scientists, economists were all interested in finding out </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">the rules that govern the way all of us behave.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">But that changed, right? </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What is the great revolution in science of the last 10, 15 years?</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">It is the movement from the search for universals to the understanding of variability. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Now in medical science, we don't want to know how necessarily --</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">just how cancer works, we want to know how your cancer is different from my cancer.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">I guess my cancer different from your cancer. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Genetics has opened the door to the study of human variability.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">What Howard Moskowitz was doing was saying this same revolution </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">needs to happen in the world of tomato sauce. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And for that, we owe him a great vote of thanks.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">I'll give you one last illustration of variability, and that is -- oh, I'm sorry. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Howard not only believed that, but he took it a second step,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">which was to say that when we pursue universal principles in food,</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">we aren't just making an error, we are actually doing ourselves a massive disservice.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And the example he used was coffee. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">And coffee is something he did a lot of work with, with Nescafe. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">If I were to ask all of you to try and come up with a brand of coffee</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">-- a type of coffee, a brew -- that made all of you happy,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and then I asked you to rate that coffee, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">the average score in this room for coffee would be about 60 on a scale of 0 to 100.</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">If, however, you allowed me to break you into coffee clusters, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">maybe three or four coffee clusters,</a> <a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and I could make coffee just for each of those individual clusters, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">your scores would go from 60 to 75 or 78.</a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">The difference between coffee at 60 and coffee at 78 </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">is a difference between coffee that makes you wince, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">and coffee that makes you deliriously happy.</a></div><div style="font-family: arial, helvetica, sans-serif; margin-bottom: 1em; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px;"><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">That is the final, and I think most beautiful lesson, of Howard Moskowitz. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">That in embracing the diversity of human beings, </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">we will find a surer way to true happiness. </a><a class="transcriptLink" href="http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html#" style="color: black; font-family: arial, helvetica, sans-serif; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: none; outline-width: initial; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: none;">Thank you.</a>"</div></span><br />
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Now, first of all I want you to recognize that you probably interpreted differently this second time as compared to the first time and maybe you didn't even panic about how to talk about "Mustard" or how to spell "Grey Poupon"... maybe, if you remembered my instructions earlier, you didn't even try to spell "Grey Poupon" because I told you that we were NOT interpreting for a balanced bilingual but rather for a Deaf person completely fluent in ASL but only marginally fluent in English. Your consumers will have real needs one way or another, so whatever advice of mine you incorporate into your work, be sure that your work is still USEFUL to your consumers.<br />
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At some point I want you to compare your video recordings... compare these two versions of yourself and see which version of you YOU like better. Which version of you makes more sense? Which version of you is easier on the eyes? Which version of you do you want to reinforce? Which version of you hurts less? Maybe I've wasted your time today... but I think for most of you, I might have helped you to do your work better, more efficiently so that you can stay in the field as long as you want to. I'd appreciate your feedback over the next year. Please visit the HandAndMindPublishing Blog on Blogger.com to give me those comments. You can link to it from my website - www.handandmind.orgHand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-78903970379775868322011-05-02T10:16:00.000-07:002011-08-02T10:17:10.352-07:00Why I Teach in EnglishWhy I teach in English<br />
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Language Competency and LearningHand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-53649078675361171832011-04-02T10:17:00.000-07:002011-08-02T10:18:47.102-07:00Gaining Proficiency as an InterpreterWhat Does It Take to Be and Excellent Interpreter?<br />
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10,000 hours.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.comtag:blogger.com,1999:blog-4147169249792265977.post-71137894729519038262011-03-02T10:19:00.000-08:002011-08-02T10:23:38.226-07:00How We Talk About Our WorkHow We Talk About Our Work<br />
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Interpreters provide an intimate service of communication mediation between languages and cultures. The scientific fields that study these fields are linguistics and anthropology. Thus we need to gain competencies in these fields and gain comfort in accepting the labels of Linguist and Anthropologist if we are to truly function as professional Interpreters.Hand and Mind Publishinghttp://www.blogger.com/profile/01329060038499288359noreply@blogger.com