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

What values do you use to judge?

JA I'm not sure about the incident.

Sure. Just not your reality.

With values that are still unexamined.

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

We don't have human values like you.

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.

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

Give back. Make a difference.

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

His deed is worthy of praise.

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

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

We found a couple of really interesting things.

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.

His honesty is worthy of great praise.

(Intense music) And the winner of the Ideas Worth Doing 2011 Awards is John Apesons with MetFARM.

I'd like to know...

What do you mean?

I mean, that's Stage Five, right?

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

Well, I meant it's a question of values.

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

I happened to believe that Jesus was who he said he was.

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.

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

Never before have we in the west been so scrutinized.

(Laughter)

A man's worth has nothing to do with his appearance.

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

And then we also see this movement forward from dollars and cents.

Neoconservatism had the philosophy that you go in with a supply led approach to impose democratic values from the top down.

things that you know what they'll do in advance you begin to build more open tools.

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.

Optimistic estimate

Pessimistic estimate

Optimistic estimate

Pessimistic estimate