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3 Il WHYASK WHY An existential meme infects Silicon Valley. Why do you do what you do? In Silicon Valley, that question has become the hottest team-building meme since Outward Bound-and it's spreading. WDYDWYD began at Burning Man in 2004, when art ist and entrepreneur Tony Deifll took photos of strangers posing with answers to the query written on cardboard signs-TO SAVE THE WORLD, I FEEL GUILTY IF I DON'T, and so on. Deifell made the project open source and started posting pics on the Ning social network. By 2007, the meme had left the playa for the boardroom. Deifell started leading a group version of WDYDWYD-people hash out answers in front of coworkers at the National Holistic Institute Google, and elsewhere. "It's a decep- tively simple way to get people to connect to their core values and tell their story," says Evan Wittenberg Google's head of global leader- ship development. "Those are two huge anchors for good leadership." WDYDWYD is big at Twitter, too "l saw it in 2006, probably on Fark or Memepoo" says Del Harvey, Twit ter's director of trust and safety, who regularly asks members of her team. "If someone says they love commu nicating, maybe they should be writ ing instead of working in Excel." Now Deifell's project is mutating even more. Student Joe Molough ney founded a WDYDWYD Face book group. Photographer Bi Kennedy scribbled answers on a whiteboard (IT GETS ME LAIo!) in stop-motion on YouTube. Hugh MacLeod, author of the cartoon business manual Ignore Everybody and 39 Other Keys to Creativity drew his answer. And French perfor mance artist Séverine Carminati is working on a stage show. Why are they all doing what they're doing? To proliferate the meme, of course. -Ted Greenwald ounded a W

WIRED Magazine article


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Uploaded May 14, 2013 at 03:10AM EDT

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WDYDWYD? (Why Do You Do What You Do?)

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wdydwyd, tony deifell, wired, ted greenwald

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