[BLANK_AUDIO] Now, we have the playground. On one side the world, on the other side ourself with our brain. With the main difference, on our side only simplifications, and it's important to remember, sometimes I hear during conversation, this is simple. You should, we should say, it's simplified. What is really simple? Nothing. We need to simplify, definitely. And let's talk about simplified situation, and it would act as a reminder, who simplified and how, et cetera, et cetera. We have the playground. We have the playground. The two sides are completely different. It's not like a soccer game. Completely different. On the world side, you have, and I'll show in my visual. You have a lot of characteristics. The world is unstable. It's uncertain. It's diverse. It's complex, et cetera, et cetera. And, more than that, it's hidden. It's hidden. What do you see about the world? Hm, so little. What do you see about a competitor? Maybe some articles, so, most of the world is hidden, that's a fact. And we build simplifications, we build models on what we have in front of us. And for each characteristics, we have another kind of model. For example, uncertainty. The world is uncertain. How do we think about an uncertain world? By building simplifications and in this particular case, the model, the simplification, are called scenarios. And I will spend 30 minutes on scenario during the last lecture later on. So, for uncertainty we have scenario. For diversity we have other models like segmentation. A million clients? You have seven segments. It works, it's efficient. But the segments are not exactly the million clients, it's a must, otherwise you cannot, it's efficient market segmentation. You can talk accordingly, you can talk differently to each segment according to the characteristics. So, it's efficient. But the segments are not the market. So, each characteristic of the world forces us to different types of models, and we will see that more in detail. So, in our sight, we have models. Many, many different types of models. I will organize a bit what we have in, within us. And this matrix I will fill in ten minutes. Let's talk first about characteristics. We have a large variety of models. We have, in our mind, concepts, matrices, statements, and the characteristics are completely different. You remember, the unstable on the right side. It's more stable in other, on, on, on other side. It's, you can not live with unstable concepts. A, what you think about Venezuela, what you think about Lance Armstrong, what you think about Microsoft, what you think about the, those are simplification and stable, you cannot live with unstable concepts. So, you see how different they are, the two sides of, of the game, of the, of the playground. And now, how does it happen? In fact, you have two movements. When you think, either you move from yourself to the world, or you move from the world to yourself. There are two directions. When you move from yourself to the world, this is called deduction, and you will see it here. It's deduction. What is to deduce? To deduce is a piece of thinking. Well, the starting point is an hypothesis, a concept, a statement, a judgement, a simplification, and you go down to the world. For example, you have your market segmentation. I always keep the same example. You have your seven segments. You did use better way to advertise. Because segment number one is completely different segment number seven. It's a deduction. And of course, you can imagine the other movement is more difficult, and it's called induction. What is induction? Induction is the other side of thinking, the other way to think. It's when you move from the world, and you build hypothesis, concept, theory, paradigms, et cetera, and this is much more hm, complicated and we will see that in more detail. [BLANK_AUDIO]
