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L'entrepreneur, principal agent de changement social : Patrick Chassagne at TEDxIssylesMoulineaux - YouTube
Channel: TEDx Talks
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Translator: Yaqi Huang
Reviewer: Elisabeth Buffard
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Good evening, everyone.
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Our societies are changing,
they change all the time, constantly.
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And we can - we might - agree on the fact
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that the innovator is the most important
person for change in our societies.
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I don't agree, and I will tell you why.
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But first, I will talk to you
about my region.
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This is Auvergne.
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This is Auvergne too, and so is this.
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These are local dwellers in Auvergne,
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and that is the Puy de D么me.
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At the foot of Puy de D么me
lies a small town, Clermont-Ferrand.
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It is into this small town
that I'm taking you, in 1889.
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In 1889, the Michelin brothers
started a business,
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Michelin&Cie, not a very original name.
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They based it on an innovation
developed by an English man, Dunlop,
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who discovered
the vulcanization of rubber.
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And from this innovation
- that was not their own -
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they were to develop tires,
first for bicycles, then for cars,
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and then truck tires,
airplane tires, etc., etc.
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But as years went by,
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at the beginning of the 20th century,
when cars appear,
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they had a brilliant idea:
put tires on car wheels.
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It changes everything!
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That changes everything
in terms of comfort,
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it changes everything in terms of safety,
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and changes everything
in terms of axletree breakage, etc.
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So basically, their future was bright,
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those two entrepreneurs living
in the small town of Clermont-Ferrand.
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Well no! Well no! Why, then?
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Because at the beginning
of the 20th century,
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when you have a car,
you basically don't use it.
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You are very happy and proud,
you drive a little, but not a lot.
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Since you don't drive a lot,
you don't wear your tires out,
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so there is no market for tires.
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So the small company in Clermont-Ferrand
remained a small company.
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Then the Michelin brothers understood
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that to sell tires,
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they had to convince the people
who had bought a car
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to use it.
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It will begin with the road map.
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This is the first time
a non-military map is made.
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It explains how to go
from Strasbourg to Orleans,
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but it is not enough,
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because, from Strasbourg to Orleans
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even if you start realizing
the way you are going to take,
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why would you go?
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So they will make an inventory
of every natural or man-made wonder
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you can see in France, and later in Europe
and in the world, it's the Green Guide!
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It's the green guide
that will take people
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to Mont Saint-Michel,
to Arcachon Bay.
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Fine, you have the road to take you there
you know why you're going there,
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but there is another problem:
what are you going to do on the long way?
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You have to stop to eat, to sleep,
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and this is the red guide!
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The red guide that indicates
the restaurants and hotels, etc.
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And the last thing they will do,
perhaps the most surprising of all,
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they will install every kilometer,
on the main roads of France,
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a kilometer marker that indicates
the distance, the direction,
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and the name of the nearest village.
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Two small entrepreneurs in Auvergne,
lost, out there,
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will install kilometer marks
throughout France,
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so that you, who, at the beginning
of the 20th century, have bought a car,
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get to wear out your tires to go and see
the Mont Saint-Michel bay,
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and that you eat and sleep on the way
otherwise you don't go on the road.
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So this poses a question:
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this impasse in which innovation lies,
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this impasse
that the Michelin brothers solved,
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well, it requires a special mindset,
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and we are going to use
the Melcion matrix to describe it.
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Imagine two axes:
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a horizontal axis,
which is the axis of autonomy,
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freedom and the control
of one's own destiny.
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On this axis, entrepreneurs
are all at the top,
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with all the freelancers,
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all the people who want
to work only for themselves.
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The axis of autonomy, freedom,
the control of their destiny.
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Imagine now a vertical axis, it is
the axis of the desire for achievement,
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the axis of achievement in the US way,
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of the permanent need
to advance one's plans
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one after another, after another,
after another and another.
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Entrepreneurs are all
at the top of the second axis too,
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along with managers.
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Except that, you understand, when you are
at the very top of the horizontal axis,
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and at the very top of the vertical axis,
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you are at the top right
of the Melcion matrix.
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And here you have two unfulfilled needs:
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the first is to continue to find
solutions, again and again.
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It is to transfer
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innovation into practice.
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And so this desire
for freedom, for autonomy,
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this allows entrepreneurs
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to have the ideas
of a transgressive business model,
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because, let's not kid ourselves,
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no one paid for the kilometer marks
nor the printing of the road maps,
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the selection of the various sites
to visit in France,
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nor the list of hotels and restaurants,
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no one, except the entrepreneurs,
who paid out of their pockets.
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And once they had done this,
what happened?
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Well, the market exploded
in France, in Europe, in the world.
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Today, Michelin is a business
operating in 170 countries
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and with 110,000 employees.
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Not bad for two little Auvergne guys
who started at the foot of Puy de D么me
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or rather for their descendants!
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The idea I wanted to give you today,
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is that the innovator has
a very important role in our society.
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But those who put
innovation into practice,
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those who build business models
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that allow to create businesses
on the basis of innovation,
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these are the entrepreneurs.
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And so entrepreneurs
have a responsibility.
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You have a responsibility.
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The evolution of our societies,
the changes in our societies,
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rest on you, the entrepreneurs!
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Good luck to you!
[537]
(Applause)
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