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[0.000 --> 10.160] Whether we're looking at the Maori warriors or we look at cultures that die their hair or they wear their hair in some special way. |
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[10.160 --> 25.120] All cultures fixate on appearance. The ornate nature of how we attend to our bodies is a use of energy and time which obviously has importance. |
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[25.120 --> 36.720] The question that I'm often asked is, well what should I wear? You Mr. Navarro you're always wearing a suit. |
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[36.720 --> 41.840] I'm comfortable wearing a suit but in many places now rarely is that the case. |
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[41.840 --> 53.600] You can now go into a town in the United States and possibly not see one person wearing a suit but I can tell you that from every study that's ever been done. |
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[53.600 --> 58.880] We prefer people that are well groomed and well dressed. |
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[58.880 --> 71.680] In the 1980s you had women with these very padded shoulders. Men with padded shoulders. You had the big hair. You had a lot of blue lining of the eyes. |
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[71.680 --> 80.080] Power clothing has always been with us. You could not go into Queen Isabella's court unless you were wearing certain attire. |
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[80.080 --> 89.360] The same thing in the court of Versailles. A few months ago I was a studio in California and no one there was wearing a suit. |
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[89.360 --> 95.040] Everybody was in jeans but think about it. What happens during the Golden Globes? |
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[95.040 --> 101.840] What happens during the Academy Awards? All of a sudden you don't see anybody in jeans. |
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[101.840 --> 106.640] You see some really elaborate attire. Why are they doing that? |
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[106.720 --> 111.920] Because we are drawn to this. We expect this. It communicates something. |
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[111.920 --> 117.200] Just because we dress down to sit around in the office doesn't mean it's always appropriate. |
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[117.200 --> 123.520] The fact that we see people dressing up for these events, that we see them dressing up to go out. |
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[123.520 --> 130.800] What it indicates is that this is part of our heritage and it has meaning and significance. |
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[131.760 --> 140.800] Back in the time of Pericles, what did the winners of the Olympics wear? |
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[140.800 --> 149.440] They wore a wreath around their head. All that sacrifice, all that running was merely to be crowned with a wreath. |
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[149.440 --> 156.240] That nonverbal, that little piece of property that you got to walk around with spoke volumes. |
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[156.240 --> 163.600] The Native Americans who would wear the feather headdress, the kings in Europe that literally wore crowns. |
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[163.600 --> 170.400] Places in the Pacific Islands where only royalty were allowed to wear special headdresses. |
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[170.400 --> 178.960] When they were first contacted in the 1700s, the Mariners from a mile out could tell who was the chief |
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[178.960 --> 188.560] base on the attire and how they were groomed. No different than in the 1400s, the Konkistadoras had |
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[188.560 --> 196.800] seen this in Mesa, America. There was no question when Cortez and others landed as to who was in charge, |
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[196.800 --> 202.800] who were the leaders, who were the followers. It was based on their body language, how they carried |
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[202.960 --> 209.760] themselves, how they were groomed, the clothing they wore. In the time of Henry V, all the way through |
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[209.760 --> 217.360] Henry VIII, there were strict guidelines asked to, if you were a duke, you were supposed to wear this |
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[217.360 --> 224.960] kind of clothing and this color. If you were a knight, you were entitled to this color and of course |
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[224.960 --> 230.240] certain colors, purple in particular, was reserved for the king and so forth. |
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[234.560 --> 240.800] The beauty dividend is controversial but you can't ignore the research. What the researchers did |
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[240.800 --> 245.680] was they went through a high school yearbook and they looked at high school pictures and they had |
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[245.680 --> 250.720] different people look at them and say, okay, which ones do you think are handsome or which ones do |
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[250.720 --> 256.800] you think are beautiful? Then they went and they found these people and eight, ten years later, |
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[256.800 --> 262.320] one of the things they found that those people who were selected from a yearbook as being handsome |
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[262.320 --> 269.200] or beautiful were earning anywhere from eight to ten percent more than the same students in that |
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[269.200 --> 276.080] yearbook. I'm often asked, maybe I'm not particularly great looking and I know that there's this |
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[276.080 --> 284.080] concept of the beauty dividend but you know in my studies what we find is that actually can be fixed |
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[284.080 --> 290.160] and it can be fixed really easy with a makeover where change your hair, do change what you wear, |
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[290.160 --> 298.880] come in, dress differently, appearing differently and that satisfies this concept of the beauty dividend. |
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[298.880 --> 305.840] Now all of a sudden people view us differently and with greater respect. We know that |
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[305.840 --> 313.120] faces that are symmetrical tend to be perceived as more beautiful and I'm often told by experts at |
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[313.120 --> 320.880] somebody for instance like Kate Moss who has a face where there's a lot of symmetry contributes |
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[320.880 --> 328.560] to that beauty. What experimenters have done is they will take a baby that's four or five months old |
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[328.560 --> 335.200] and they will look at different pictures and what's interesting is that even at that young age |
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[335.200 --> 341.760] five, six months of age a baby will spend more time looking at a beautiful face than perhaps |
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[341.760 --> 348.640] that one that that isn't. There is a beauty dividend in the same way that there's also a |
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[348.640 --> 355.680] height dividend. Malcolm Gladwell tells us in his books that about three percent of the American |
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[355.680 --> 366.720] population males are above six two but they account for about 38% of senior executives on Wall Street. |
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[366.720 --> 374.800] It's not that taller people are smarter. What happens is we perceive these people differently. |
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[374.800 --> 383.040] For instance in presidential debates the reason why they're spaced at nine feet apart usually |
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[383.040 --> 388.880] it's because anything closer than that then you can see the height difference between candidates. |
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[388.880 --> 396.800] What if I'm a short person? I know giants in industry that are not very tall but they compensate that |
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[396.800 --> 404.960] by the exquisite abilities and skill sets that they bring. All these things can be overcome. When I |
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[405.760 --> 412.640] do coaching especially with with executives and I say please stop worrying about what you look |
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[412.640 --> 419.040] like as a result of how you are born. Let's take what we have and let's see what we can do with it. |
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[422.960 --> 429.520] One of the things that we often see with a tire is obviously we want to shape perceptions but many |
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[429.520 --> 434.480] times we see what's called perception management and you certainly see this during trials. One of |
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[434.480 --> 441.280] the most recent ones was the case of Elizabeth Holmes. Any comments Elizabeth? Any comments Elizabeth? |
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[441.440 --> 448.000] Any comments? During the time that she was in business and she was trying to grow her empire |
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[448.000 --> 456.480] you saw her dress very stoically she dressed with a black turtleneck like Steve Jobs and her hair |
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[456.480 --> 462.640] was straight down and so forth and this is when she's trying to get investors cut to the chase. |
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[462.640 --> 468.560] She's arrested now she goes to trial and look how she's softened up. Her hair softened up. There's |
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[468.560 --> 476.640] curls the hairs changed in color her entire is completely different than what she wore before |
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[477.280 --> 485.360] including the fact that one of the bags that she took to court was a diaper bag. This is perception |
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[485.360 --> 492.480] management does it work? Maybe sometimes it does most of the time I think people see through that |
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[492.480 --> 501.600] but the fact that we use these things is for a reason and that is that it does affect perceptions |
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[501.600 --> 509.600] and with a trial maybe that perception is useful with just one person and that holdout could make |
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[509.600 --> 511.680] the difference in your in your case. |
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[511.760 --> 524.560] When the topic of trust comes up consistency and behavior consistency and style becomes a big |
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[524.560 --> 531.600] factor what is trust? Trust is our ability to relax because we know they will not let us down |
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[531.600 --> 536.960] because consistently they behave in certain ways and so we don't worry that they're going to |
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[536.960 --> 541.760] show up on time they always do. We don't worry that they're going to show up with clean clothes |
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[541.760 --> 549.280] they do that's consistency consistency contributes to what we consider trust. |
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[553.200 --> 560.480] There are many cultures in which we have coming of age rituals and you certainly see this in Latin |
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[560.480 --> 567.760] America and in Europe where you would have these debutante balls where the young women usually |
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[567.760 --> 575.520] 13 to 15 would be introduced to society and from that moment on they're no longer children |
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[575.520 --> 580.560] they are eligible for courtship in Latin America and in many parts of the world you have the |
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[580.560 --> 586.000] King San Eras where at the age of 15 they too are introduced to the world. |
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[587.360 --> 597.520] This flamboyant productions of the colorful attire it is the annunciation of the family formally |
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[597.520 --> 606.320] saying please welcome our daughter into society and that from this point forward society is to |
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[606.320 --> 616.240] treat her and respect her differently. You may have noticed that on social media there's an |
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[616.240 --> 622.480] inordinate amount of dressing up. I'm astonished at these young people on TikTok how much makeup they |
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[622.480 --> 630.640] wear how much eyeliner the eyelashes that they wear obviously they have been getting it that this |
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[631.120 --> 637.200] so whether you're in a virtual environment whether you're on zoom, on Skype or on TikTok or any |
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[637.200 --> 645.120] of these things what we're seeing with these trendsetters is this obvious need to dress better |
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[645.120 --> 652.800] and to wear makeup to stand out. They're an essence saying this is important and if you have |
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[652.800 --> 658.880] three million five million 40 million followers there may just be something to that. |
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[666.000 --> 673.760] Some things will never change that we will use clothing attire and our presence to communicate |
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[673.760 --> 686.240] who we are what we are what we believe in and to speak about ourselves. |
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