full transcript
From the Ted Talk "Tim Leberecht: 3 ways to (usefully) lose control of your brand"

Unscramble the Blue Letters

Companies can give people more control, but they can also give them less control. Traditional business wimosd holds that trust is earned by predictable behavior, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. Take the travel service tipxdeionten. Nextpedition turns the ritp into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. llramyiis, htdcu airline KLM launched a pruirses campaign, leynmgeis randomly handing out small gifts to travelers en route to their destination. U.K.-based Interflora monitored Twitter for sures who were having a bad day, and then sent them a feer bouquet of rfowesl.

Open Cloze

Companies can give people more control, but they can also give them less control. Traditional business ______ holds that trust is earned by predictable behavior, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. Take the travel service ____________. Nextpedition turns the ____ into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. _________, _____ airline KLM launched a ________ campaign, _________ randomly handing out small gifts to travelers en route to their destination. U.K.-based Interflora monitored Twitter for _____ who were having a bad day, and then sent them a ____ bouquet of _______.

Solution

  1. users
  2. similarly
  3. seemingly
  4. free
  5. wisdom
  6. nextpedition
  7. dutch
  8. surprise
  9. flowers
  10. trip

Original Text

Companies can give people more control, but they can also give them less control. Traditional business wisdom holds that trust is earned by predictable behavior, but when everything is consistent and standardized, how do you create meaningful experiences? Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. Take the travel service Nextpedition. Nextpedition turns the trip into a game, with surprising twists and turns along the way. It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly, Dutch airline KLM launched a surprise campaign, seemingly randomly handing out small gifts to travelers en route to their destination. U.K.-based Interflora monitored Twitter for users who were having a bad day, and then sent them a free bouquet of flowers.

Important Words

  1. abundance
  2. airline
  3. bad
  4. behavior
  5. bouquet
  6. business
  7. campaign
  8. choice
  9. companies
  10. consistent
  11. control
  12. counter
  13. create
  14. day
  15. destination
  16. dutch
  17. earned
  18. en
  19. experiences
  20. flowers
  21. free
  22. game
  23. gifts
  24. give
  25. giving
  26. handing
  27. happier
  28. holds
  29. information
  30. interflora
  31. klm
  32. launched
  33. meaningful
  34. minute
  35. monitored
  36. nextpedition
  37. people
  38. predictable
  39. randomly
  40. route
  41. seemingly
  42. service
  43. similarly
  44. small
  45. standardized
  46. surprise
  47. surprising
  48. time
  49. traditional
  50. travel
  51. traveler
  52. travelers
  53. trip
  54. trust
  55. turns
  56. twists
  57. twitter
  58. users
  59. wisdom
  60. wonderful