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" A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work. "

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" Men tend to listen in what I call a reductive way, which is to say for a point, for a solution. You know, we like to have a problem and solve it. Bang. Thank you very much. On to the next thing. "

Julian Treasure

You

Problem

Thank You

" Unlike so many other sounds, there's no maximum exposure to birdsong. "

" We're designing environments that make us crazy. And it's not just our quality of life which suffers. It's our health, our social behavior, and our productivity as well. "

" You are one-third as productive in open-plan offices as in quiet rooms. I have a tip for you: if you work in spaces like that, carry headphones with you, with a soothing sound like birdsong. Put them on, and your productivity goes back up to triple what it would be. "

" Music is the most powerful sound there is, often inappropriately deployed. It's powerful for two reasons: you recognize it fast, and you associate it very powerfully. "

" This devaluing of listening is handed down from generation to generation. There are many children who don't have the experience of being listened to by their parents. "

" If we're not listened to, then that doesn't create a desire inside us to listen to others. Societally, we don't value it. "

" My mother, in the last years of her life, became very negative, and it's hard to listen. I remember one day, I said to her, 'It's October 1 today,' and she said, 'I know, isn't it dreadful?' It's hard to listen when somebody's that negative. "

" The human voice: It's the instrument we all play. It's the most powerful sound in the world, probably. It's the only one that can start a war or say 'I love you.' And yet many people have the experience that when they speak, people don't listen to them. "

" I'm totally obsessed with sound. It's my life. "

" We spend all our time teaching reading and writing. We spend absolutely no time at all, in most schools, teaching either speaking or, more importantly still, listening. "

Julian Treasure

Writing

Listening

" Some of my best friends are architects. And they definitely do have ears. But I think sometimes they don't use them when they're designing buildings. "

" You or I never buy an Intel product explicitly, and yet their sonic logo is far better known and more powerful than its visual equivalent. It's probably worth hundreds of millions of dollars. "

" In the U.K., architects train for five years, and they spend one day on sound. "

" Music is made to be listened to, so you immediately have an issue where you're playing it in the background like wallpaper. Music doesn't want to behave like that. "

" It's a common mistake to speak the same to everybody. We all have different filters. "

" We move through soundscapes all the time, and most of them are accidental - a by-product. Most retail soundscapes are accidental, incongruent with the brands, and mostly hostile. "

" There are just huge benefits to come from designing for the ears in our health care. "

" It would be some sort of shock horror story if a child left school unable to read or write. But we do not teach explicitly, or test in the main, either speaking or - much more importantly - listening. "

" If you're listening consciously, you can take control of the sound around you. It's good for your health and for your productivity. If we all do that, we move to a state that I like to think will be sound living in the world. "

" It's dangerous to generalise about sound because many of its effects work through association. These can be universal: we all instinctively associate any sudden, unexpected noise with danger and react with a release of fight/flight hormones, while most people find sounds like gentle rainfall or birdsong calming and reassuring. "

" Conscious listening is very largely overlooked in the mainstream of education. It's such an important skill in life. And yet we expect children to pick it up from home or from peers informally. "

" I have visited a number of boutique hotels where you feel there is a little bit of self-indulgence going on. "

" A great deal of our work involves switching music off. "

" Sound changes moods, yet most of the sound around us is unplanned. "

Julian Treasure

Changes

Moods

" When you hear a child's voice, it will have that immediate effect of putting you in mind of looking after children. "

" There's a lot of research now showing that noise, and the lack of quiet working space, is one of the biggest issues for all office workers. "

" It is a mistake to assume that everyone listens like you do: your listening is as unique as your fingerprints, and so is everyone else's. "

Julian Treasure

Unique

You

" Noise is the number one problem in modern offices. A big part of addressing this issue is making sure unwanted sound from adjacent spaces doesn't intrude or interfere. "

" Listening is a crucial aspect of democracy. Listening creates understanding, and understanding permits one of the most important things about every democracy, which is civilized disagreement. "