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Keynote on The Dragonfly Effect (dragonflyeffect.com) by Andy Smith (@kabbenbock) and Jennifer Aaker (@aaker) as presented by Jennifer Aaker at The Ink Conference in Lavasa, India in December 2010 (theinkconference.com)
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© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
T H E D R A G O N F L Y E F F E C T !J E N N I F E R A A K E R S T A N F O R D U N I V E R S I T Y G S B!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Happiness and meaning!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Social media!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
I was skeptical.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
MY VIEW OF SOCIAL MEDIA CIRCA 2008!
DESPAIR.COM
NARCISSISM!
STALKING!ADHD!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
networking!
powerful!
understanding!amazing!
fun!
innovative! friends!
sharing!
connecting!
Social Media!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Social Media!
inaccurate!
passing fad!dangerous!
frivolous!
invasive!
time suck!
lonely!
wastage of time!
demanding!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Creativity and Innovation class !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
USING SOCIAL MEDIA TO SAVE LIVES !ROBERT CHATWANI!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
TWO FRIENDS, DIAGNOSED WITH LEUKEMIA!
SAMEER BHATIA, 32 Grew up in Seattle My Co-Founder, roommate, best friend Married Reena in 2006 Stanford undergrad, serial entrepreneur Diagnosed May 2007!
VINAY CHAKRAVARTHY, 28 Grew up in Fremont, CA Married Rashmi in 2005 Berkeley undergrad, MD from BU Diagnosed November 2006!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
US ESTIMATES – 2009 New cases: !44,790 Deaths: !21,870!Mortality: !49%!
For European Americans, there is an 80% Chance of finding a matched donor in the NMDP Registry. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Of the 7.5 MILLION registrants in the!U.S.,!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
20% are minorities.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
But only 1% are South Asian.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
For many patients, the only cure is a bone marrow transplant, from a human donor.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
FINDING A DONOR Marrow infusions require a near perfect genetic match (10/10). !
The highest probability lies in the same ethnic pool.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Non-profit that operates a bone marrow registry of 7.5 million individuals. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
For European Americans,!there is a !
80% chance!of finding a matched donor!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Of the 7.5 million registrants in the U.S.,!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
20% are minorities.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
But only 1% areSouth Asian.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
So if you are South Asian…!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
your chances of finding a match are slim. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
V E R Y S L I M!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
1 in 20,000!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Sameer and Vinay did not find matches that they desperately needed in the registry.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
To make matters worse,!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
in India…!
a country with more than 1 billion people! !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
nothing
There was no National Bone Marrow Registry!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What to do?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Friends got together.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
We all knew that we needed to do something. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What were our options?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
!!Do nothing!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
!!Do nothing!!Do something!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
!!Do nothing!!Do something!!
Do something SEISMIC!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Our simple answer…!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
If the odds were 1 in 20,000!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Then all we needed to do was…!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
hold bone marrow drives!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
and register 20,000 South Asians.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
And then we’ll find a match.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Just 1 problem.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
We had only weeks to get this done.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
THE CHALLENGE
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
THE CHALLENGE We needed to move fast.
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
THE CHALLENGE We needed to move fast. We needed to scale.
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
THE CHALLENGE We needed to move fast. We needed to scale. We could not fail.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
First, get focused.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
One goal: 20,000 South Asians!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
FORMED TEAMS!!
TEAM VINAY! TEAM SAMEER!
team lead!
marketing!
drive operations!
education!
regional leads!
team lead!
marketing!
drive operations!
education!
regional leads!
bridges
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
HelpSameer.org! HelpVinay.org!
BUILT THE BRANDS!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Executed, like CRAZY.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Dear Friends,! !Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition.! !Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months.! !Fortunately, you can help. Let’s use the power of the Net to save a life…something that couldn’t be done years ago, but is now possible.! !Three Things You Can Do !(click here for more details online)! !1. Please get registered.!Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you’re ever selected is VERY simple.! !Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay (www.helpvinay.org) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help.! !We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event.! !2. Spread the word.!Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay. ! !Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives. ! !3. Learn more!To learn more, please visit http://www.nickmyers.com/helpsameer. The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal’s; please read about her successful fight against AML at www.matchpia.org. ! !Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future.! !Truly,! !Robert!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
HARNESSED SOCIAL MEDIA!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Blogs!
Facebook!
Widgets!
Video!Viral Email!Pledge Lists!
Fliers!
Celebrities!Donor Orgs!
Literature!Web Links!
How to Videos!
Homes!
Local Events!Clubs / Lounges!
Universities!Temples!
Corporate Drives!
TV!Public Relations!
Posters!Newspapers!
Magazine!
Telemarketing!
http://www.helpsameer.org/strategy/!
STRATEGY!
Instant Brand!
Mass-Micro Mobilization!
HELP SAMEER STRATEGY!
SOCIAL MEDIA! EDUCATION!
REGISTRATION!TRADITIONAL MEDIA!
AWARENESS! ACTION!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
10 Simple Steps—You Can Do It!
Let’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in yellow with your own text.
HOSTING BONE MARROW DRIVE!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
BANNER ADS CREATED!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
VIRAL VIDEOS!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
The results in 11 weeks….!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
470 bone marrow drives!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
24,611 South Asians registered!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Sameer = 10/10 match!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Vinay = 8/10 match!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
SAMEER SHARED HIS STORY FROM THE HOSPITAL!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Live each day as if it were your first Dear Friends and Loved Ones, I can’t stress to you how much I marvel at my blessed fortune every day, a fortune that all of you had a hand in creating. If you look back at my earliest posts on this website, you’ll recall a newly-diagnosed leukemia patient needing a transplant from a grossly underrepresented and traditionally apathetic community. Along with Vinay, I challenged you all to step up and spread the work; to register and respond when called upon to save a life. I knew that this process was very unlikely to benefit me directly, but I had faith—and was convinced by Robert and others—that I had an opportunity to bring visibility to this issue to benefit future patients. This worked as hoped, and two other patients found matches through our drives. And the unimaginable happened: I also found a match through your efforts!
So who is to credit for this? Each and every one of you. It could have been your email that caused the donor to register. All of you stopped to think for a minute, “What if this was me or someone in my family?” and then did something as simple as sending an email to everyone you knew. This was Awareness Building, and was a crucial phase of your efforts. Others of you—many of whom I don’t even know but hope to seek out to thank in person one day—vested yourselves even deeper by organizing drives. You did this at your companies, your colleges, in your local communities, and at your temples of worship. And one of your actually won the luck of the draw and got to be my donor.
SAMEER BLOGGED PROLIFICALLY!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
VIDEO OF BONE MARROW TRANSFER!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
So, what lessons did we learn?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Develop a clear goal.!There is elegance in simplicity.!!!
1
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Reverse the rules. !How might others might address the challenge? Do the opposite. !2
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Tell a good (truthful) story. !Tell stories that connect on an emotional level. !3
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Design for collaboration.!Enable others to contribute and choose their own weapon.!4
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
UPDATE ON SAMEER!
Our dear friend, Sameer, relapsed within 3 months of his transplant.
He fought hard – but sadly, passed away in March 2008.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H ! © T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
We celebrated his life by sharing his memorial service with the world.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
LIVE GLOBAL WEBCAST!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
AN UPDATE ON VINAY!
Vinay had a successful transplant, but then relapsed.!
He underwent alternative drug treatments but, sadly, Vinay also passed away in June 2008.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
PURPOSE…REVEALED!
Of the 24,611 newly registered…
266 people were matched in one !year alone.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H ! D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R !266!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Cooper Design!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
FINAL THOUGHTS!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Most revolutions are sparked by the actions of a few ordinary people.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Your biggest asset is a clear mind and a very large idea. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Find the ignition point, and light it. !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What do I do now?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What do I do now?!
Could I water this?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What do I do now?!
Could I water this?!
Would this story grow?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What do I do now?!
Could I water this?!
Would this story grow?!
How would that make me feel?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
HAPPY!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
So I talked to my husband….!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What could we do that would have this kind of impact - !quickly!powerfully!effectively?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
… by harnessing social media?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Collect stories!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What campaigns took flight vs. stay grounded? !!!! ! ! ! ! !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Two surprising factors !!!! ! ! ! ! !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
DESPAIR.COM
A RECONSIDERED VIEW OF SOCIAL MEDIA!
MEANING!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Four activities were coordinated with precision, operating in sync!!! ! ! ! ! !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
FOCUS ON A SINGLE GOAL!
© Smithsonian Institution
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
GRAB ATTENTION!
© Tom Brogan
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
TELL A STORY!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
ENABLE OTHERS TO ACT!
© clementine mom
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Dragonfly: can fly in any direction when all four wings beat in concert.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
DRAGONFLY EFFECT: Small acts can create big change!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
DRAGONFLY EFFECT: Small acts can create big change when the core idea has deep meaning!!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
When all four wings are coordinated.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
HAPPY!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
WHY WAS I HAPPY?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Four(happiness) hypotheses!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Felt a different type of happiness.!There are two types of happiness. People often assume there is only one.!
1
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Happy!pleasurable!
energizing!
fun!
laughing!
enjoyable!
feels good!
fleeting!
passionate!
exciting!
Mogilner, Kamvar, and Aaker (2011); Tsai, Knutson and Fung (2006)!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
connected!
grateful!
balanced!meaningful!
fulfilled!
feels right! lasting!
content!
peaceful!
Happy!
Mogilner, Kamvar, and Aaker (2011); Tsai, Knutson and Fung (2006)!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
114
We Feel Fine Harris and Kamvar 2009!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
THE POWER OF DEEP BREATHING!
Mogilner, Kamvar and Aaker (2011)!!!!!!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
TEA STUDY!
Mogilner, Kamvar, and Aaker (2011)!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
You can choose the happiness you want to feel.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
The happiness you choose impacts the decisions you make.!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Felt less of a need to “be happier.”!Which wasnʼt really working anyway!
2
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Spend more time with family!Spend more time with friends!Spend more time in Venice!To know the meaning of life!One of those f**king startup companies would actually start to make some f**king $$$s!! Then I could concentrate on important things like making babies
! ! ! !!
To earn billions of dollars!To give back to the world!Want for less!Fix my employer!Find my purpose in life!Stop worrying about others!Become fit really quickly!Have the worry gland surgically removed!
PATHS TO HAPPINESS!FROM 1,250 EXECUTIVES
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Instead of trying to get happier, could you seek, find and remember moments of happiness?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
1st
moment of happiness
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
2nd
moment of happiness
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
MOMENTS OF HAPPINESS!
http://faculty-gsb.stanford.edu/aaker/pages/Designing_Happiness_media.html
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Reframed happiness!Design for alignment. !
3
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
SIX SELVES
PARTNER
PARENT
PROFESSIONAL
FRIEND
ATHLETE
SPIRITUAL
Happy Hour COFFEE + COCKTAILS
Noon YOGA
IDENTIFY 1. ROLES 2. SWEETSPOTS 3. OVERLAPS
IDENTIFY 1. ROLES
WHO AM I?!
James 1890; Markus and Kunda 1986; Aaker 1999!
SELF
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
SIX SELVES
PARTNER
PARENT
PROFESSIONAL
FRIEND
ATHLETE
SPIRITUAL
Happy Hour COFFEE + COCKTAILS
Noon YOGA
Weekend DRAGONFLY
IDENTIFY 1. ROLES 2. SWEETSPOTS 3. OVERLAPS
Weekend DRAGONFLY
IDENTIFY 1. ROLES 2. ACTIVITIES
WHAT MAKES ME HAPPY?!
SELF
Weekend YOGA
Weekend DRAGONFLY
Weekend DRAGONFLY
Weekend COFFEE AND COCKTAILS
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
SIX SELVES
PARTNER
PARENT
PROFESSIONAL
FRIEND
ATHLETE
SPIRITUAL
Happy Hour COFFEE + COCKTAILS
Noon YOGA
Weekend DRAGONFLY
IDENTIFY 1. ROLES 2. SWEETSPOTS 3. OVERLAPS
Weekend DRAGONFLY
IDENTIFY 1. ROLES 2. SWEETSPOTS 3. OVERLAPS
WHERE DO I FIND ALLIGNMENT?!
SELF
Weekend YOGA
Weekend DRAGONFLY
Weekend DRAGONFLY
Weekend COFFEE AND COCKTAILS
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Saw a way to create meaning!One small individual act, when repeated, can create big change. !
4
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
One email!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Dear Friends,! !Please take a moment to read this e-mail. My friend, Sameer Bhatia, has been diagnosed with Acute Myelogenous Leukemia (AML), which is a cancer of the blood. He is in urgent need of a bone marrow transplant. Sameer is a Silicon Valley entrepreneur, is 31 years old, and got married last year. His diagnosis was confirmed just weeks ago and caught us all by surprise given that he has always been in peak condition.! !Sameer, a Stanford alum, is known to many for his efforts in launching the American India Foundation, Project DOSTI, TiE (Chicago), a microfinance fund, and other causes focused on helping others. Now he urgently needs our help in giving him a new lease on life. He is undergoing chemotherapy at present but needs a bone marrow transplant to sustain beyond the next few months.! !Fortunately, you can help. Let’s use the power of the Net to save a life…something that couldn’t be done years ago, but is now possible.! !Three Things You Can Do !(click here for more details online)! !1. Please get registered.!Getting registered is quick and requires a simple cheek swab (2 minutes of your time) and filling out some forms (5 minutes of your time). Registering and even donating if you’re ever selected is VERY simple.! !Another friend of ours, Vinay, was also diagnosed with AML and requires a transplant. We have joined forces with Team Vinay (www.helpvinay.org) in order to get South Asians registered in the bone marrow registry. Both Sameer and Vinay need a match from another South Asian, however, very few South Asians are actually in the registry and this makes it difficult for doctors to find them a match. This is why we need your help.! !We are supporting Team Vinay in organizing drives nationwide, and I need you to get registered by visiting a local drive. Drives are currently taking place all around the country, including throughout California, Washington, Michigan, Illinois, New York and many other states. Please see the full list of locations here: http://www.helpvinay.org/dp/index.php?q=event.! !2. Spread the word.!Please share this e-mail message with at least 10 people (particularly South Asians), and ask them to do the same. Please point your friends to the local drives and ask them to get registered. If you can, sponsor a drive at your company or in your community. Drives need to take place in the next 2-3 weeks to be of help to Sameer and Vinay. ! !Please use the power of your address book and the Web to spread this message – today more than ever before, we can achieve broad scale and be part of a large online movement to save lives. ! !3. Learn more!To learn more, please visit http://www.nickmyers.com/helpsameer. The site includes more details on how to organize your own drive, valuable information about AML, plus FAQs on registering. Please visit http://www.helpvinay.org/dp/index.php?q=node/108 for more information on the cities where more help is needed. Another past success story from our community is that of Pia Awal’s; please read about her successful fight against AML at www.matchpia.org. ! !Thank you for getting registered to help Sameer and Vinay win their fight against leukemia – and for helping others who may face blood cancers in the future.! !Truly,! !Robert!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Cooper Design!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H ! © T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Cooper Design!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Itʼs one thing to write a book.! !But could we put it to work?!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
The (sad) reality is that the problem still exists.! !And the numbers are still terrible if you are South Asian.!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
This is Sanjana Sahni. !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H ! © T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
She has multiple myeloma.!The only thing that will save her is a bone marrow transplant. ! !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
She has been searching for two years. !!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
We have come so far.!We arenʼt there yet. ! !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
But the (happy) news is that the technology has fundamentally shifted. !!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Bone marrow transfers used to take!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
36hrs!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
3 hrs!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
You used to needblood!
© Sarah G
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Now, all you need is a swab!
© jason powers
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What can we do? !!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
100K Cheeks!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
100K Cheeks!
1 trip!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
100K Cheeks!
1 trip!!
1 life!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
100K Cheeks!
1 trip!!
1 life!!
1 registry!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
!!!
A SMALL ACT!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© Guillaume
TAKEN COLLECTIVELY!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
!A BIG CHANGE!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
IN CLOSING ...!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© Mahesh Khanna
HAPPINESS OFTEN FEELS OUT OF REACH!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Photo Credit: http://grantgarrisonlive.com/!
COULD WE RETHINK HAPPINESS?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Choices Which type of happiness do we want to feel?!
Actions!What can we do to be a part of something bigger?
!!
DESIGNING HAPPINESS…!
Environments!What happy moments are enabled?!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
Can we make connections, !create meaning,!and be a part of something bigger !
…by harnessing social media!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
What is one small act you can do? !!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
A SMALL ACT!
Please get registered.! ! ! !Share stories of small acts!Simple and quick — ! ! ! !Tweet, blog, email, talk.!7 minutes of your time ! ! ! !Share this message !can help save hundreds of lives ! !www.dragonflyeffect.com!!!
© T H E D R A G O N F L Y E F F E C T / J E N N I F E R A A K E R / A N D Y S M I T H !
HAPPY!
!!thank you!
!!!
and special thanks to"Sameer and Vinay, Robert Chatwani, Purin Phanichphant, Joe Brown, Emily Ma, Barbara McCarthy, David Rogier, Jason Chua, Nicolae Halmaghi, Nick Myers, Renna Al-Yassini, Jayson McCauliff, Cassie Mogilner, Sep Kamvar, Anneke Jong, Mia Mabanta,
Nancy Duarte, Oren and Justine Jacob, our TED dinner-ites, my parents,!my kids: Cooper, Devon and Tea Sloane and my husband Andy Smith!
!!
