Jennifer Aaker (Stanford University, GSB) - How Ideas Take Flight

Entrepreneurial Thought Leaders (ETL)

Stanford eCorner

Journey, Startups, Education, Stanford, Culture, Strategy, Stanford University, Entrepreneurship, Business, Life Lessons, Thought Leadership, Creativity, Etl, Challenges, Leadership, Innovation, Founders

4.4 • 739 Ratings

🗓️ 17 November 2010

⏱️ 59 minutes

🔗️ Recording | iTunes | RSS

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Summary

Stanford Graduate School of Business professor Jennifer Aaker shares the power behind creating ideas that can build momentum. Through her research on the perception of happiness and meaning, Aaker describes how these concepts relate to a successful and powerful social media campaign. A well-planned effort catches audience attention and offers them an engaging story. Aaker, co-author of The Dragonfly Effect, also offers several personal and corporate examples of effective viral campaigns that garnered real world, and even life-saving, results.

Transcript

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0:00.0	You are listening to the DFJ Entrepreneurial Thought Leaders series, brought you weekly by the Stanford Technology Ventures Program.
0:10.3	You can find podcasts and videos of these lectures online at eChorner.standford.edu.
0:18.1	It is my great pleasure to introduce our guest today.
0:21.6	Jennifer Ocker is a professor at the business school and is completely fitting that I met her on Twitter.
0:31.6	We both love using Twitter and we found that we were following each other and we tweeting all the same stories and found that we were almost sinking in sync.
0:40.3	And so I sent her message and said, I think we actually need to meet in person.
0:43.3	And I got to meet Jennifer and found that I had discovered one of the true gems on campus.
0:50.3	And I think you'll agree at the end of this talk.
0:52.3	Jennifer is an award-winning professor
0:54.5	focusing on marketing, social networks, and happiness.
0:58.9	And I think you'll be as delighted as I've been
1:01.3	when I've seen her speak before.
1:02.7	Without further ado, Jennifer.
1:04.4	Thank you, Tina.
1:10.0	So Tina's right.
1:11.6	I kind of feel like there's like some weird, odd soulmate-ness.
1:16.6	Like it turns out, I know that's not a word, but go with me for a second.
1:22.6	So oddly enough, Tina names the same, names her courses, the same thing I name my courses, even though
1:30.3	we don't even know each other. And, you know, we find each other's research so interesting,
1:35.9	and so it's really such a pleasure to be here, partly because of Tina and partly because
1:40.6	I'm such a fan of what we've created here, what you've created with DFJ.
1:45.3	I wanted to talk to you a little bit about how ideas build momentum and take off.
	...

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