Nathan For You – Dumb Starbucks – Open for Business


– WITH OUR SIGN NOW ON DISPLAY,
MY PLAN QUICKLY BEGAN TO WORK, AS PEOPLE STARTED COMING IN THINKING IT WAS
AN ACTUAL STARBUCKS. – OH, DUMB STARBUCKS.
OKAY, OKAY. – OH, YOU THOUGHT
IT WAS STARBUCKS. – I DID. – BUT THE FEW CUSTOMERS WE DID
GET SEEMED TO HAVE TROUBLE UNDERSTANDING WHAT WE WERE
ALL ABOUT. I MEAN, LEGALLY SPEAKING, THIS STORE HAS TO BE CATEGORIZED
AS AN ART GALLERY, SO WE DON’T HAVE TO ABIDE
BY THE SAME HEALTH REGULATIONS AS A STARBUCKS WOULD. I MEAN, WE DON’T WANT ANY OF
OUR CUSTOMERS TO GET SICK. BUT IF THEY DO,
TECHNICALLY, THAT’S PART OF
THE ARTISTIC EXPERIENCE. THINGS WERE OFF
TO AN OKAY START. BUT AS THE DAY PROGRESSED,
I BECAME FRUSTRATED WE WEREN’T GETTING THE AMOUNT
OF CUSTOMERS I EXPECTED. SO I HEADED OUT TO A NEARBY
COFFEE SHOP TO TRY AND SPREAD THE WORD
ABOUT MY NEW BUSINESS. JUST SO YOU KNOW,
THERE’S A DUMB STARBUCKS THAT’S OPENED UP
DOWN THE BLOCK. – OKAY.
– OKAY. IT’S BASICALLY THE SAME COFFEE.
CHEAPER PRICES, AND– – DUMB STARBUCKS?
– YEAH. TODAY, YOU KNOW, YOU CAN HAVE
A FREE COFFEE ON ME. – I UNDERSTAND YOU’RE TRYING
TO PROMOTE YOUR COMPANY. – RIGHT.
– I ADMIRE THAT. BUT THAT’S GREAT.
YOU CAN’T DO IT ON STARBUCKS’ PROPERTY.
– AND I ADMIRE YOU. AND I WILL BE–
– AND EVERY TIME I STEP BACK, YOU KEEP TAKING A STEP FORWARD.
– NO, I HAVEN’T MOVED. – YOU HAVE.
WE STARTED OVER HERE. – NO, WE STARTED RIGHT HERE. – BUT YOU NEED TO WALK THAT WAY.
– OKAY, I WILL. – UNFORTUNATELY, MY MARKETING
EFFORTS WERE CUT SHORT. BUT I WAS AT LEAST ABLE
TO GET SOME FREE SUPPLIES. WITH AN UNDERWHELMING
LAUNCH DAY, I BEGAN TO FEEL LIKE I PUT IN
ALL THIS EFFORT FOR NOTHING. BUT THE NEXT MORNING
THINGS CHANGED. JEREMIAH CALLED ME TO SAY
THERE WAS A LINE OF OVER 15 PEOPLE AT THE STORE. THEN I SAW PHOTOS
OF MY SHOP POSTED ON A STRAIGHT BODY BUILDING
MESSAGE BOARD. BUT I COULDN’T HAVE FORESEEN
WHAT HAPPENED NEXT.
– A NEW COFFEE SHOP
WITH A FAMILIAR NAME
CREATING QUITE A STIR
IN LOS ANGELES.
THE COFFEE SHOP–GET THIS–
IS CALLED DUMB STARBUCKS.
– THAT LOOKS EXACTLY
LIKE A STARBUCKS.
THE LOGO, THE LETTERING,
THE GREEN COLORING–
HOW DO THEY GET AWAY
WITH THIS?
– BECAUSE THEY PUT THE WORD
“DUMB” ON TOP OF STARBUCKS,
SO THEY’RE PARODYING
STARBUCKS. – A COFFEE CHAIN NOTORIOUS
FOR SUING IMITATORS MAY HAVE FINALLY
MET IT’S MATCH. – AT THE COUNTER, CUSTOMERS
CAN ORDER A “DUMB VENTI” OR BUY A CD
OF “DUMB NORAH JONES DUETS.”
– SOME PEOPLE WAITED IN LINE
FOR UP TO AN HOUR.
– IT’S AN ART GALLERY WHERE
COFFEE IS CONSIDERED ART. – WHAT’S THE POINT OF THE ART?
I MEAN, WHAT’S THE MESSAGE?
– I DON’T KNOW.
– [speaking Spanish] – [speaking Korean] – I WAS STUNNED. WE HAD MORE CUSTOMERS
THAN I EVER DREAMED OF. AND WITHIN 24 HOURS,
DUMB STARBUCKS HAD BECOME
A WORLDWIDE SENSATION. – YEAH, THERE’S ABSOLUTELY
ARTISTIC VALUE HERE.
– TO ME, THIS IS A PROTEST.
THIS IS A PROTEST
AGAINST THE BIG FISH.
THE LEVIATHANS OF STARBUCKS.
– IT WAS COOL THAT PEOPLE
COULD DRAW THEIR OWN MEANING
FROM A BUSINESS THAT
WAS JUST THERE TO MAKE MONEY.
– THERE’S A RUMOR
THAT IT MIGHT BE BANKSY
AND WE’RE ALL REALLY EXCITED
ABOUT THAT. – I HAD INADVERTENTLY
CREATED SOMETHING THAT WAS ON PAR WITH ONE OF
THE WORLD’S GREATEST ARTISTS.
– SOMETHING TIED TO AN ART
INSTALLATION.
MAYBE THIS IS BANKSY.
– BEFORE I KNEW IT,
CUPS FROM MY SHOP
WERE SELLING ON EBAY
FOR $500 A PIECE.
AND SWINDLERS WERE EVEN TRYING
TO CASH IN ON THE HYPE
BY HOCKING FAKE MERCHANDISE
OUTSIDE THE STORE.
BY THE END OF THE WEEKEND
I REALIZED THAT DUMB STARBUCKS
WAS A BIGGER IDEA
THAN I EVER THOUGHT IT COULD BE. SO I GATHERED THE WORLDWIDE
MEDIA TO ANNOUNCE THAT WE WERE EXPANDING. [cheers and applause] HI. I’M PROUD TO ANNOUNCE
THAT WE’LL SOON BE OPENING A SECOND DUMB STARBUCKS LOCATION
IN BROOKLYN, NEW YORK, WITHIN THE NEXT TWO WEEKS. [cheers and applause] MY BUSINESS WAS NOT ONLY
A BONA FIDE SUCCESS, BUT FOR THE FIRST TIME
IN MY LIFE IT FELT LIKE PEOPLE ACTUALLY
WANTED TO BE AROUND ME. WHATEVER I HAD DONE
RESONATED WITH THE ENTIRE WORLD. AND THE ATTENTION
WAS LIKE SUNLIGHT ON MY SOUL.
MY ENTIRE MARKETING PLAN
DEPENDED ON USING
THEIR CORPORATE LOGO
TO GET ATTENTION.
AND THE ONLY WAY TO LEGALLY DO
IT IS BY USING “DUMB.”
– EVERY MAJOR NETWORK IN AMERICA
WANTED TO KNOW MY STORY. – NATHAN FIELDER. – I WAS INVINCIBLE. AND I HAVE TO ADMIT, THE VIEW
FROM THE TOP WAS PRETTY NICE. WE’RE ALSO FAMOUS
FOR OUR PASTRIES. I BROUGHT YOU SOME, ACTUALLY.
– OH, OKAY. YEAH, GREAT. – I BROUGHT SOME
OF OUR PASTRIES, YEAH. – OH, THOSE LOOK GREAT.
[audience laughs] WHAT DO YOU CALL THESE?
ARE THESE THOSE– – I BROUGHT MUFFINS TOO.
– OH, LOOK AT THAT. – THESE ARE OUR FAMOUS PASTRIES.
– ISN’T THAT WEIRD. IT SAYS VONS ON THE SIDE.
[audience laughs] – I WAS ALL SMILES
AND MY HEAD WAS IN THE CLOUDS. THEN ALL OF A SUDDEN,
REALITY HIT.

Joseph Stiglitz – Problems with GDP as an Economic Barometer



fora tv' the world is thinking one of the reasons for for my interest in this subject is accounting frameworks do affect behavior you know we saw that in the United States in the 90s where people have bad accounting and that affected their behavior some of what we're going on now is a reflection of bad accounting so more generally information affects behavior and so what we gather our information about how we how we describe success affects what we strive for if GDP is what we think is success people will strive for GDP and political leaders all the time say you know look at what we've done I you know they always put it you know I've succeeded in getting the economy to grow up at 6% now what the he did is hard to figure out but that's actually the politician does that you know I've created X million jobs so that's part of the political rhetoric the question is by doing that they focus policies on things that will increase GDP there's actually informing the Commission we've identified a large number of ways in which GDP is not a good measure of economic performance or societal well-being and so what we're trying to do is is partly to focus the global conversation about these other measures but also come up with with some summary counting frameworks statistics so let me just mention a couple of them I one of them I've already alluded to which is GDP doesn't tell you about what happens to the typical citizen and this is an increasing problem because when you have growing inequality in society you can have GDP going up as it has been in the United States but most people getting worse off not just poverty going up but the median income 50% or more of people getting worse off so that's one example of a metric the focusing we ought to know what's happened to the median person it's very hard to find statistics at about that cross countries one of the things that I try to when I was at the Council of Economic Advisers tried to generate was a focus on green GDP that is it's a to take account of environmental degradation and resource depletion this is particularly important in developing countries that may be growing by cutting down their force but you know once they cut down the forest there's nothing there and so unless they do something it's not sustainable GDP tells you nothing about sustainability another example is GDP measures IMF thought the Argentina was doing great in the early 90s I happen to look at the data in a more fine-grain way and we said this is not sustainable if you only go to GDP you would not have realized that so in the first context there are ways that you can take out for depletion of Natural Resources degredation in the environment if you do that china's growth gets significantly lowered it's still doing well but it is much lower than it otherwise would have been interesting story about about the role of special interest when we try to push for this and people in the Department of Commerce we're excited about doing this the coal industry basically passed a proviso or threatened to pass a proviso to take away funding for any research that would support these alternative measures because they knew that green GDP would not be good for the coal industry so you know it to me that reinforced my belief why it's important to measure the these things another example just do you know is is the difference between GDP and GNP those of you who are older when you went to school you talked about GNP and about 1990 they switch to GDP well everybody said just a little bit of difference well it turns out that it makes a great deal of difference for many countries and there is a little bit of sure somebody's going to write an article about whether there is a political context to the switch GDP looks at the output within the country GNP looks at the income of the people in the country well when you started privatizing a great deal you had economic activity within the country but the income from that economic activity more and more going to people outside the country so you have a mind somebody taking a mind in the country leaving behind environmental degradation royalties in some cases of one or two percent so almost none of the income from the mine goes to the people in the country so GDP is going up but any measure of Green GNP would show the country getting going down and some really dramatic examples like in Papua New Guinea where where where this actually is true so there are other aspects of health leisure the fact that just to give you two other examples United States as you you know may know has about ten times as many people per capita in prison as other advanced industrial countries that contributes to our GDP because we have to spend money in casas rating them and some states now are spending as much on prisons construction of prisons as they are in universities well that's good for GDP but any measure societal well-being says it's not good to have so many people in prison and it's a symptom of something dysfunctional you know we can have a long discussion about what it is that's dysfunctional but it's not positive another example is we spend more on health care than any other country Britta's percentage of GDP and our health outcomes are much lower than in other advanced industrial countries and actually lower than many developing countries well the extra money that we spent on health care shows up as a contribution to GDP if we got more efficient our GDP could go down well that's clearly not you know you don't want to you're looking at the wrong thing and so I think this is will provide a good forum for thinking a lot more about the strengths and weaknesses of each of our societies