Why do we like what we like? Raymond Loewy, the father of industrial design, had a theory. He was the all-star 20th-century designer of the Coca-Cola fountain and Lucky Strike pack; the modern sports car, locomotive, Greyhound bus and tractor; the interior of the first NASA spaceship; and the egg-shaped pencil sharpener. How did one man understand what consumers wanted from so many different areas of life? His grand theory of popularity was called MAYA: Most advanced yet acceptable. He said humans are torn between two opposing forces: neophilia, a love of new things; and neophobia; a fear of anything that’s too new. Hits, he said, live at the perfect intersection of novelty and familiarity. They are familiar surprises. In this talk, I’ll explain how Loewy’s theory has been validated by hundreds of years of research — and how we can all use it to make hits. Derek Thompson is a senior editor at The Atlantic, where he writes about economics, technology and media. He is a news analyst with NPRs afternoon show “Here and Now," appearing weekly on Mondays, and an on-air contributor to CBS News. The recipient of several honors, including the 2016 Best in Business award for Columns and Commentary from the Society of American Business Editors and Writers, he is the author of the national bestselling book Hit Makers: How to Succeed in an Age of Distraction. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

This talk was given at a local TEDx event, produced independently of the TED Conferences. In this talk Andrew Tarvin talks about how he brought humor to the workplace while he worked at Procter

Pete McGraw is a leading researcher at the Humor Research Lab at the University of Colorado, Boulder. In this talk he not only discusses what is funny, but what makes something funny as well.

About TEDx, x = independently organized event

In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized. (Subject to certain rules and regulations.)

About TED

TED is a nonprofit organization devoted to Ideas Worth Spreading. Started as a four-day conference in California 25 years ago, TED has grown to support those world-changing ideas with multiple initiatives. The annual TED Conference invites the worlds leading thinkers and doers to speak for 18 minutes. Their talks are then made available, free, at TED.com. TED speakers have included Bill Gates, Al Gore, Jane Goodall, Elizabeth Gilbert, Sir Richard Branson, Nandan Nilekani, Philippe Starck, Ngozi Okonjo-Iweala, Isabel Allende and UK Prime Minister Gordon Brown. The annual TED Conference takes place in Long Beach, California, with simulcast in Palm Springs; TEDGlobal is held each year in Oxford, UK. TEDs media initiatives include TED.com, where new TEDTalks are posted daily, and the Open Translation Project, which provides subtitles and interactive transcripts as well as the ability for any TEDTalk to be translated by volunteers worldwide. TED has established the annual TED Prize, where exceptional individuals with a wish to change the world are given the opportunity to put their wishes into action; TEDx, which offers individuals or groups a way to host local, self-organized events around the world; and the TEDFellows program, helping world-changing innovators from around the globe to become part of the TED community and, with its help, amplify the impact of their remarkable projects and activities.

Follow TED on Twitter at twitter.com/TEDTalks, or on Facebook at facebook.com/TED.

Cole Bennett came up with the idea for Lyrical Lemonade while still in High School. Through his talk, he walks through what it took to grow Lyrical Lemonade into what it is today along with how he navigated the music world. His talk emphasizes why having a passion for what you do can change the game and bring you success no matter the obstacle. As CEO of Lyrical Lemonade, Cole Bennett has produced some of hip hop’s most viewed videos. Entrepreneur Cole Bennett is not afraid to confront risks to move ideas and creative expression forward. Growing up in Plano IL, Cole enjoyed bringing ideas to life. Whether, creating comics or making skits with friends, he always loved to create. At 17 years old and a senior in high school, Cole produced his first music video. Discovering this deep passion, he founded Lyrical Lemonade while still in high school. After graduation, Cole moved to Chicago to attend DePaul University and further chase his dreams for Lyrical Lemonade. Cole’s dreams quickly became an undeniable reality that led him to dropout of college. His imprint, Lyrical Lemonade, is now a multi-faceted company that specializes in visual content, live events, high demand merchandise and more. At the age of 22, Cole has now directed over 300 music videos for some of the most influential artists that have amassed over 2.8 billion views. Cole has been featured in major publications such as Rolling Stone, Forbes, XXL, and Billboard Magazine. As the Summer approaches, Bennett is exploring another adventure — preparing to enter the beverage business with his very own lemonade. The lemonade launch is just in time for the second annual Lyrical Lemonade Summer Smash, a hip hop music festival expected to bring together 20,000 people in Douglas Park, Chicago. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

How might your life be better with less? Joshua Fields Millburn and Ryan Nicodemus, known to their 4 million readers as «The Minimalists,» are the executive producers of MINIMALISM, the #1 indie documentary of 2016. They spoke at TEDxFargo about the benefits of letting go and living a meaningful life with less. For more info about The Minimalists visit theminimalists.com

Joshua Fields Millburn and Ryan Nicodemus, known to their four million readers as “The Minimalists,” have written four books, including the bestselling memoir, Everything That Remains. They write about living a meaningful life with less stuff at TheMinimalists.com. Their new film, Minimalism, is currently the #1 documentary of 2016.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at ted.com/tedx

Rose Lounsbury shares how to move towards a minimalist lifestyle and how it has improved her life. Rose Lounsbury is a minimalism coach, speaker, and author of the Amazon bestseller Less: Minimalism for Real. After blogging about her personal journey toward a minimalist lifestyle, Rose, a former middle school teacher, was inspired to help others live better lives with less stuff. Rose spends her days writing, coaching her clients and online students to stuff-free freedom, and soaking up the moments with her husband and their wild triplets. Rose is a regular guest on
Fox News Good Day Columbus and has been featured on National Public Radio, Good Morning Cincinnati, and Living Dayton. She calls lovely Dayton home. You can connect with her online at roselounsbury.com or @roselounsbury on Instagram and Facebook. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

Colin Wright is an author, entrepreneur, and full-time traveller who moves to a new country every four months based on the votes of his readers. He is the author of over thirty books, is the co-founder of Asymmetrical Press, and through his blog, Exile Lifestyle, Colin reaches over two-million people each year with his writing about lifestyle, travel, and personal fulfilment.

In a talk full of individual experiences, he will show you how easily you can get rid off the superfluous to focus on your true needs and become more free.

Colin Wright is an author, entrepreneur, and full-time traveller who moves to a new country every four months based on the votes of his readers.

This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at ted.com/tedx

This talk was given at a local TEDx event, produced independently of the TED Conferences. Jennifer discovered the ten-item wardrobe concept while living in Paris with Madame Chic and her family. In this talk she shares her endearing story, tips on how you can make a ten-item wardrobe work for you, and why living with fewer clothes can not only improve your style, but change your life.

Jennifer L. Scott is the internationally bestselling author of Lessons from Madame Chic and At Home with Madame Chic (Simon

Think you cant be a minimalist? Think again! Author and Afro Minimalist Christine Platt offers guidance on how to focus less on the aesthetics of mainstream minimalism and more on intentional living. Christine is a passionate advocate for social justice and policy reform. Born in West Palm Beach, Florida, she holds a B.A. in Africana Studies from the University of South Florida, M.A. in African and African American Studies from The Ohio State University, and J.D. from Stetson University College of Law. Christine currently serves as a Race, Equity, Diversity

This talk was given at a local TEDx event, produced independently of the TED Conferences. Dr. Crum says the biggest game changer is “YOU, by harnessing the power of your mind." She explores scientific results that show the influence of the mindset on the body, and how changing the subjective mindset produced different outcomes. Dr. Crums work is inspired in part by the placebo effect, and has implications that stretch far beyond the realm of medicine.

Dr. Crum is a professor, psychologist, and researcher investigating how mindsets affect health and behavior.

Dr. Crums research focuses on how changes in subjective mindsets—the lenses through which information is perceived, organized, and interpreted—can alter objective reality through behavioral, psychological, and physiological mechanisms. Her work is, in part, inspired by research on the placebo effect, a notable and consistent demonstration of the ability of the mindset to elicit healing properties in the body. She is interested in understanding how mindsets affect important outcomes outside the realm of medicine, in the domains of behavioral health and organizational behavior.

About TEDx, x = independently organized event In the spirit of ideas worth spreading, TEDx is a program of local, self-organized events that bring people together to share a TED-like experience. At a TEDx event, TEDTalks video and live speakers combine to spark deep discussion and connection in a small group. These local, self-organized events are branded TEDx, where x = independently organized TED event. The TED Conference provides general guidance for the TEDx program, but individual TEDx events are self-organized.* (*Subject to certain rules and regulations)