Facilitator:
Esther Dyson
Host:
Julie Woods-Moss – Vice President, Marketing & Global Services, BT
Panellists:
Barry Schwartz – Dorwin Cartwright Professor of Social Theory and Social Action, Swarthmore College;
Cyndi Stivers – Executive Vice President, Office of the President, Martha Stewart Living;
Marian Salzman – Executive Vice President, Chief Marketing Officer, JWT Worldwide;
Steve Johnson – CEO, ChoiceStream
Event:
Live broadcast from New York City. Online participation across global virtual panel
Date:
Tuesday, 31st October, 2006
Duration:
1 hour
Overview
Why do people not necessarily feel happier
when they have more choices? That’s
a question that has mystified amateur
psychologists for years. Recently,
professional psychologist Barry
Schwartz, a professor at Swarthmore
College, has addressed that question more
formally in his book “The Paradox
of Choice.” His thesis, much
simplified, is that not only does too
much choice often confuse us, but that
the choices we know about but do not make
subtract from our satisfaction with the
choices we do make. More
than that, because we have choice we feel
responsible for our own dissatisfaction;
we cannot blame things simply on fate,
luck or powerful outside forces. In
his book, Schwartz considers primarily
the personal and social implications of
his ideas.
But there are business consequences too. To
consider them, we have assembled a panel
of Dr. Schwartz and three business doers
and thinkers who deal daily with consumers
and choice.
After you have watched this edition of BT Big Thinkers
join the discussion online
[Click
here]

Esther Dyson
Esther Dyson (born in Zurich, Switzerland) is a noted expert and philosopher
in the field of emerging digital technology. Esther specialises in analysing
the impact of emerging technologies and markets on the economy and society.
Esther brings
a unique set of talents and
experiences to her role as moderator
of this series. With a BA in
economics at Harvard and five
years’ experience on Wall
Street, she is trained to recognize
the power and the flaws in any
business model.
With 23 years
of experience writing the high-tech
newsletter Release 1.0 and two
years as chairman of ICANN,
the agency that sets policy
for the Internet’s domain
name system, she is completely
at home with the new economy
(and has investments in many
start-ups including Google to
prove it).
Finally, as moderator
of the PC Forum conference for
23 years, she is comfortable
engaging titans of industry
with thought-provoking questions
that generate new insights both
for the audience and for the
titans themselves.
Julie Woods-Moss, Vice President, Marketing & Global Services, BT
As VP Marketing for BT Global Services, Julie Woods-Moss
is responsible for defining and
executing a market-led strategy
to position BT as a leading networked
IT services company.
Julie joined BT in summer 2004 from
United Pan European Cable, Europe's
largest cable based communications
company, part of the Liberty
Media Group. As VP Broadband,
Julie grew sales across 11 countries
to just under 1 million customers
within a 3 year period. She
was also responsible for deploying
CRM across the group, for on-line
sales and support and product
management.
Before UPC, Julie held a number of
senior executive positions at
IBM, including Director of Global
Sales and Distribution for IBM's
mobile solutions, World-wide Director
of Marketing for IBM's small business
customers and Director of Operations
Emerging Markets (CER, Russia,
Middle East and Africa).
Barry Schwartz, Dorwin Cartwright Professor of Social Theory and Social Action, Swarthmore College
Barry Schwartz is the Dorwin Cartwright Professor of Social Theory and Social
Action in the Psychology Dept at Swarthmore College. He was taught
at Swarthmore since he received his PhD in psychology from the University of
Pennsylvania, in 1971. Barry has published ten books, and more than
100 articles in professional journals.
Among his books are The Battle
for Human Nature (1986), The Costs of Living (1994), and most recently, The
Paradox of Choice: Why More Is Less (2004). Here Barry describes "the
tyranny of choice" and how consumers are paralyzed by the bewildering array
of choices in the marketplace. Through his work,
Barry helps businesses understand
the forces that affect their customers
and how they can shape the ways
they offer choices in the marketplace. Barry is a prominent authority
on the social and psychological effects of free-market economic institutions
on moral, social and civic concerns and is an important voice on the intersection
between psychology, economics and business. His writings have also
appeared in Scientific American, The New York Times, The
Chronicle of Higher Education, The London Times, The Guardian, Tikkun, Parade
Magazine, Psychology Today, Slate, The New Republic, USA
Today, and the Philadelphia Inquirer. Barry's current
research concerns two issues: the relation between freedom, choice, and psychological
well being; and the role of practical wisdom in enabling people to make the ordinary
moral decisions they face every day.
Cyndi Stivers, Executive Vice President, Office of the President, Martha Stewart Living
Cyndi Stivers joined Martha Stewart Living Omnimedia Inc. in May 2005, and is responsible for
new business development. She brings extensive experience in how to help consumers make choices.
Cyndi led U.S. operations for Time Out for 10 years, supervising the launch of weekly magazines in
New York and Chicago, as well as five other titles, both in print and online. Whilst at Time Out, the New York
edition was nominated for four National Magazine Awards, including two for General Excellence.
A former president of the American Society of Magazine Editors, Cyndi serves on the boards of Mediabistro,
IFP (the Independent Feature Project, a nationwide resource for independent filmmakers), and the School of
Visual Arts Foundation. She is also a trustee of Barnard College.
Marian Salzman, Executive Vice President, Chief Marketing Officer, JWT Worldwide
Marian Salzman is one of the world's leading futurists/ trendspotters. Britain's Independent newspaper rated her #1 worldwide
in January 2006; the global publisher VNU listed her among its top five in the world in 2004, along with Li Edelkoort, John Naisbitt,
Faith Popcorn and Peter Schwartz.
Marian joined JWT in April 2005 as EVP, Director of Strategic Content. She was promoted to EVP, Chief Marketing Officer in February, charged
with leading global business development and raising JWT's profile among employees, stakeholders, existing and prospective clients, and the press.
She continues to oversee JWT's public relations resources and the development of strategic content.
Prior to joining JWT, Marian spent four years as EVP, Chief Strategy Officer for Euro RSCG Worldwide. She has also served as president of Young &
Rubicam's global think tank, Intelligence Factory; as worldwide director of TBWA International’s Department of the Future, based in Amsterdam; as
director of consumer insights and emerging media at Chiat/Day, and as president of Jay Chiat's research and strategy boutiques. In the early 1990s,
at age 30, Marian founded Cyberdialogue, the world's first online market research company. New York magazine named her one of its "Cyber 60" in 1995,
and Crain's New York Business honored her as one of "40 Under 40."
As a trendspotter, Marian is credited with picking up cultural trends such as "metrosexuality," the rise of "singletons" and the "wiggers" phenomenon
(white teens mimicking urban blacks).
She has also written or contributed to more than a dozen nonfiction books on topics ranging from cultural shifts and current affairs to the youth
market and the commercial workplace. These include The Future of Men, Buzz and Next: Trends for the Near Future; Marian's new book, Next Now, will
be published by Palgrave Macmillan in December.
Steve Johnson, CEO, ChoiceStream
Prior to founding ChoiceStream, Steve Johnson was Vice President
of America Online’s Software
and Technology Development division.
While at AOL, Steve led the development
of AOL 4.0, You’ve Got Pictures™,
as well as all telephony and broadcast
products. At AOL, Steve was also
responsible for media technology
research, development, and acquisition.
In this role, he served as principal
technology negotiator in AOL’s
1998 acquisition of Netscape and
was the technology lead on the
transition team of Netscape into
AOL and the formation of the Sun-AOL
iPlanet strategic alliance.
In 1991, Steve was founder and
co-CEO of Johnson-Grace Company,
a company specializing in image,
sound and video compression
technology, which was purchased
by America Online, Inc. in 1996.
He holds a US patent, issued
in 1999, for the image compression
technology currently used on the America Online service. Steve graduated
from the University of Southern
California in 1980 with a Bachelor’s degree
in Economics and received a Masters degree from Harvard University in 1985
where he continued in Harvard’s doctoral program until 1990.