full transcript

From the Ted Talk by Tim Leberecht: 3 ways to (usefully) lose control of your brand

Unscramble the Blue Letters


Companies can give people more croontl, but they can also give them less control. Traditional business wisdom holds that tsurt is eenard by predictable baeoihvr, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them heppair. Take the taevrl service Nextpedition. Nextpedition turns the trip into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly, Dutch airline KLM launched a surprise campaign, sieemnlgy randomly hniandg out small gifts to travelers en route to their destination. U.K.-based Interflora mentooird Twitter for users who were having a bad day, and then sent them a free boeuqut of flowers.

Open Cloze


Companies can give people more _______, but they can also give them less control. Traditional business wisdom holds that _____ is ______ by predictable ________, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them _______. Take the ______ service Nextpedition. Nextpedition turns the trip into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly, Dutch airline KLM launched a surprise campaign, _________ randomly _______ out small gifts to travelers en route to their destination. U.K.-based Interflora _________ Twitter for users who were having a bad day, and then sent them a free _______ of flowers.

Solution


  1. behavior
  2. earned
  3. trust
  4. control
  5. monitored
  6. travel
  7. bouquet
  8. seemingly
  9. happier
  10. handing

Original Text


Companies can give people more control, but they can also give them less control. Traditional business wisdom holds that trust is earned by predictable behavior, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. Take the travel service Nextpedition. Nextpedition turns the trip into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly, Dutch airline KLM launched a surprise campaign, seemingly randomly handing out small gifts to travelers en route to their destination. U.K.-based Interflora monitored Twitter for users who were having a bad day, and then sent them a free bouquet of flowers.

Frequently Occurring Word Combinations


ngrams of length 2

collocation frequency
losing control 2
wall street 2


Important Words


  1. abundance
  2. airline
  3. bad
  4. behavior
  5. bouquet
  6. business
  7. campaign
  8. choice
  9. companies
  10. consistent
  11. control
  12. counter
  13. create
  14. day
  15. destination
  16. dutch
  17. earned
  18. en
  19. experiences
  20. flowers
  21. free
  22. game
  23. gifts
  24. give
  25. giving
  26. handing
  27. happier
  28. holds
  29. information
  30. interflora
  31. klm
  32. launched
  33. meaningful
  34. minute
  35. monitored
  36. nextpedition
  37. people
  38. predictable
  39. randomly
  40. route
  41. seemingly
  42. service
  43. similarly
  44. small
  45. standardized
  46. surprise
  47. surprising
  48. time
  49. traditional
  50. travel
  51. traveler
  52. travelers
  53. trip
  54. trust
  55. turns
  56. twists
  57. twitter
  58. users
  59. wisdom
  60. wonderful