Joseph Keller used to jog around the Stanford campus,
and he was struck by all the women jogging there as well.
Why did their ponytails swing from side-to-side like that?
Being a mathematician, he set out to understand why.
Professor Keller was curious about many things,
why teapots dribble,
or how earthworms wriggle.
‘Til a few months ago, I hadn’t heard of Joseph Keller.
直到几个月前 我从没听说过Joseph Keller这个人
I read about him in the New York Times, in the obituaries.
The Times had half a page of editorial dedicated to him,
which you can imagine is premium space for a newspaper of their stature.
I read the obituaries almost every day.
My wife understandably thinks I’m rather morbid
to begin my day with scrambled eggs and a “Let’s see who died today.”
But if you think about it, the front page of the newspaper
is usually bad news, and cues man’s failures.
An instance where bad news cues accomplishment is at the end of the paper, in the obituaries.
In my day job, I run a company that focuses on future insights
that marketers can derive from past data—
a kind of rearview-mirror analysis.
And we began to think: What if we held a rearview mirror to obituaries from the New York Times?
Were there lessons on how you could get your obituary featured—
even if you aren’t around to enjoy it?
Would this go better with scrambled eggs?
And so, we looked at the data.
2,000 editorial, non-paid obituaries over a 20-month period between 2015 and 2016.
What did these 2,000 deaths—rather, lives—teach us?
Well, first we looked at words.
This here is an obituary headline.
This one is of the amazing Lee Kuan Yew.
If you remove the beginning and the end, you’re left with a beautifully worded descriptor
that tries to, in just a few words, capture an achievement or a lifetime.
Just looking at these is fascinating.
Here are a few famous ones, people who died in the last two years. Try and guess who they are.
So we took these descriptors and did what’s called natural language processing,
where you feed these into a program, it throws out the superfluous words—”the,” “and,”—
the kind of words you can mime easily in “Charades,”—
and leaves you with the most significant words.
And we did it not just for these four, but for all 2,000 descriptors.
And this is what it looks like.
Film, theatre, music, dance and of course, art, are huge.
Over 40 percent.
You have to wonder why in so many societies
we insist that our kids pursue
engineering or medicine or business or law to be construed as successful.
And while we’re talking profession, let’s look at age—
the average age at which they achieved things. That number is 37.
What that means is, you’ve got to wait 37 years…
before your first significant achievement that you’re remembered for—on average—
44 years later, when you die at the age of 81—on average.
Talk about having to be patient.
Of course, it varies by profession.
If you’re a sports star, you’ll probably hit your stride in your 20s.
And if you’re in your 40s like me, you can join the fun world of politics.
Politicians do their first and sometimes only commendable act in their mid-40s.
If you’re wondering what “others” are, here are some examples.
这非常迷人 笑声 我们的好奇心有点
Isn’t it fascinating, the things people do and the things they’re remembered for?
Our curiosity was in overdrive,
and we desired to analyze more than just a descriptor.
So, we ingested the entire first paragraph of all 2,000 obituaries,
一段 把他们分为两组 著名人士和非著名人士 著名人士
but we did this separately for two groups of people:
如普林斯 阿里 扎哈哈迪德 非著名人士如
people that are famous and people that are not famous.
乔斯林库珀 curry神父 或者洛
Famous people—Prince, Ali, Zaha Hadid—
娜 凯莉 我打赌你没有听过他们的名字 善良
people who are not famous
are people like Jocelyn Cooper, Reverend Curry or Lorna Kelly.
I’m willing to bet you haven’t heard of most of their names.
Amazing people, fantastic achievements, but they’re not famous.
So what if we analyze these two groups separately—the famous and the non-famous?
What might that tell us? Take a look.
人士 然后进行分析 将会得到什么呢 一起来看
Two things leap out at me.
Anyone here named John should thank your parents,
and remind your kids to cut out your obituary when you’re gone.
We uncovered many lessons from lives well-led,
and what those people immortalized in print could teach us.
The exercise was a fascinating testament to the keleidoscope that is life,
and even more fascinating was the fact that the overwhelming majority of obituaries
featured people famous and non-famous
who did seemingly extraordinary things.
They made a positive dent in the fabric of life. They helped.
So ask yourselves as you go back to your daily lives:
how am I using my talents to help society?
Because the most powerful lesson here is
if more people lived their lives trying to be famous in death,
the world would be a much better place. Thank you.