As a result, we built it around a culture and set of values that said what you were good at was being daring, at being courageous, at being independent and self sufficient.

We found a couple of really interesting things.

So, the fourth sort of post crisis consumerism that we see is this movement about return to the fold.

And my brother and I were raised with all that you really need

It's what we believe about people when we name them with these words.

What values do you use to judge?

We have taken these positions because we believe that freedom and self determination are not unique to one culture.

JA I'm not sure about the incident.

Sure. Just not your reality.

So you're building on something that is not pure self interest.

With values that are still unexamined.

What's a community? What's a culture?

And there's no notion, no version of human morality and human values that I've ever come across that is not at some point reducible to a concern about conscious experience and its possible changes.

Oh, this case has upset your balance your sense of values.

We don't have human values like you.

It's a group of people with a common set of values and beliefs, right?

But, actually, it's suddenly come to me after years working in the business, that what we create in advertising, which is intangible value you might call it perceived value, you might call it badge value, subjective value, intangible value of some kind gets rather a bad rap.

There are many differences among the arts, but there are also universal, cross cultural aesthetic pleasures and values.

Give back. Make a difference.

I hadn't changed. My I.Q. hadn't dropped.

I'm not able to tell you what is moral or immoral, because we're living in a pluralist society.

We're going to go through four value shifts that we see driving new consumer behaviors, that offer new management principles.

This different economy without employees nor employers is spreading more and more in Brazil.

It was also about a business opportunity.

But I think this is quite clearly untrue.

You cannot discriminate.

So I leave you with this third question.

I thought being smart was cooler than anything in the world.

No. (Laughter)

He kept his own counsel.

And the idea of course was to make the type so precious that as an audience you would be in between,

But there are a lot of similarities.

Not so in Italy.

It is difficult to relate to someone who has different values from you.

I'd like to know...

What do you mean?

I mean, that's Stage Five, right?

So, really clever ideas there that are kind of being taken ahold and marketers are starting to understand.

Women had a whole different set of value shifts.

You know, for the thousand of years, illiterate generations would pass on their values and their culture from generation to generation, and they would stay intact.

You know, for thousands of years, illiterate generations would pass on their values and their culture from generation to generation, and they would stay intact.

This is a brief look at that.

Only to limited extent.

Where do we get these models? We get them from others.

Now what's our mantra of this day and age I wonder?