00:00Ladies and gentlemen, the store of tomorrow, built around you.
00:05Take what you like, total freedom of choice.
00:08Freedom, lovely. May I?
00:10Ha, sure. One quick word.
00:13You think you choose what you buy.
00:16Before 1916, you didn't shop. You asked.
00:19A clerk, a counter, your list, his hands.
00:22Then Clarence Sanders tore the counter out.
00:24He called it self-service.
00:25You were never serving yourself.
00:28I think that's enough.
00:33Let me continue, please.
00:37A turnstile at the door.
00:39One way in, aisles you had to walk.
00:42And the candy, right by the register.
00:45Theft went up. It didn't matter.
00:48Impulse buys paid for it.
00:501937, Sylvan Goldman sees a problem.
00:53Customers stop shopping when the basket's heavy.
00:55So he puts the basket on wheels.
00:57Nobody touches it.
00:59So Goldman hires people.
01:01Attractive models, paid to push his cards.
01:04Pretending to shop.
01:05Smiling down every aisle.
01:08Shoppers watch them and copy.
01:10Within weeks, every one of his stores pushes.
01:13Nobody chose the cart.
01:15They copied the crowd.
01:17The cart, 1937.
01:19The cart today.
01:20Spot the difference.
01:23Same cart.
01:24Just a bigger hole to fill.
01:26An empty cart feels unfinished.
01:29Now look at the shelves.
01:31Eye level.
01:32Rented.
01:33Brands pay for where your eyes land.
01:36The end of the aisle.
01:38Sold.
01:39The shelf itself is for sale.
01:41And the music.
01:421982.
01:43One study.
01:44Slow songs.
01:45Shoppers walk slower.
01:47Sales climb 38%.
01:49The music sets your pace.
01:52Look around you.
01:53Rows.
01:54One aisle.
01:55Everyone facing where they're told.
01:58So, you took a cart you didn't need.
02:01You grabbed the pyramid at the end.
02:03You took what was at eye level.
02:05You slowed down with the music.
02:07You picked up candy at the till.
02:09Every step drawn before you walked in.
02:14So, who did the shopping?
02:16You can keep pushing the card.
02:18Or go quiet.
02:19Watch.
02:20Learn.
02:21Like.
02:22Subscribe.
02:23And evolve quietly.
02:24Until you're the wolf.
