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