How Mark Rober Hides “Science Vegetables” in Viral Videos | ReThinking with Adam Grant

Mark Rober's Background and Work

• Mark Rober was raised in a household that encouraged exploration and creativity, with his mom valuing these traits and responding positively to his novel solutions to problems, such as using swim goggles to cut onions without crying at the age of 6 (18s).
• Rober's childhood experiences have influenced his current work, where he shares cool ideas with others, gets feedback, and makes improvements, much like he did as a child (52s).
• Rober identifies as an engineer, gamer, and prankster, with a tendency to engage in juvenile pranks, such as tapping someone on the opposite shoulder, which gives him a dopamine hit (1m23s).
• When someone stole a package from his porch, Rober used his engineering skills to create a glitter bomb package that would spray glitter and fart spray when opened, leading to a popular YouTube series with over 750 million views (1m58s).
• Rober's ideas often come from his daily life, where he thinks like an engineer and sees opportunities to create engaging content that can get people, especially kids, excited about science and engineering (3m7s).
• Rober believes that with the cost of technology decreasing and online tutorials available, there has never been a better time to put one's creative fingerprints on the world (3m36s).
• Rober's work includes creating obstacle courses, such as a squirrel obstacle course in his backyard, which showcases his engineering skills and creativity (2m47s).
• Rober's experiences working at NASA on the Mars rover for 10 years and having a master's in mechanical engineering have contributed to his ability to create complex and innovative projects (1m49s).

The Engineering Mindset and Innovation

• The promise of being an engineer can sometimes be blocked by an engineering mindset, which may lead to a knee-jerk reaction against new ideas and a tendency to stick with traditional methods (3m39s).
• A major tech company, run mostly by engineers, struggles with this issue, often prioritizing established practices over innovation (3m48s).
• The development of the Curiosity Rover at NASA is cited as an example of successful engineering, but the lack of innovation in areas like reusable rockets is questioned (4m12s).
• The possibility that the type of people attracted to engineering may be more likely to be close-minded and resistant to new ideas is discussed (4m30s).
• It is suggested that engineers are often drawn to fields where there is one right answer, and they may be less open to alternative perspectives (5m2s).
• The importance of combining art and engineering is highlighted, as well as the need for engineers to "zoom out" and consider the bigger picture, rather than just optimizing local problems (5m36s).
• The idea of attacking problems from first principles and being bold enough to challenge conventional wisdom is emphasized, but also notes that this approach can lead to pushback and criticism (6m7s).

Leadership, Expertise, and Complex Systems

• The role of confidence and clairvoyance in leadership is discussed, with the suggestion that leaders with a clearer vision can be more confident in their decision-making, but this only works in systems with linear rules (6m34s).
• The limitations of engineering expertise in understanding complex social systems and human behavior are highlighted, with the concern that engineers may rely too heavily on fixed premises and struggle to adapt to changing circumstances (7m9s).

NASA Experience and Task Identity

• Mark Rober worked at NASA as a young engineer, where he was responsible for a chunk of the Curiosity Rover, specifically the jetpack that lowers it to the ground, and hardware on the top deck that accepts samples of dirt from the arm, which he knows intimately and is still working on Mars a decade later (7m42s).
• Rober learned the importance of giving people responsibility and ownership of their work, which leads to a sense of accountability and motivates them to take their work seriously, and he now applies this principle to his 80 employees (8m21s).
• This approach is known as task identity in organizational psychology, which refers to the sense of working on a whole identifiable project from start to finish and owning it, leading to increased responsibility, skill development, confidence, and creative problem-solving (9m18s).
• Rober's company has 15 product designers, each in charge of one toy, and they are motivated by a sense of ownership and the desire to deliver something good, rather than just following orders (9m46s).

Content Creation and Educational Approach

• Rober's work is often described as a "Trojan Horse" because his sensational videos, such as those featuring a squirrel navigating a maze or a giant Jello-O pool, contain hidden science lessons that viewers learn without realizing it (10m9s).
• Rober refers to this approach as "hiding the vegetables," where he uses clickbait titles to attract viewers and then teaches them about science and the scientific method in an engaging way (10m28s).
• Rober's channel and Crunch Lab receive 500 million views per month, with people and kids choosing to watch his content voluntarily, indicating a strong interest in learning about science in an entertaining way (10m42s).
• The goal is to reach as many brains as possible with the idea of thinking critically, which is beneficial for society and a lovely way to live life (11m2s).

Critical Thinking and Attention Span

• Critical thinking is essential, regardless of one's profession, as it involves testing hypotheses, questioning sources, and understanding that failure is part of the process (11m17s).
• Despite the trend of decreasing attention span, research shows that adults have improved their concentration over time, and kids have not gotten worse, suggesting that the issue is motivation rather than ability (12m5s).
• To keep attention in a distracted world, it's essential to create content that is nourishing and engaging, like "steak" rather than "popcorn," which can be achieved through storytelling (12m47s).

Storytelling and Content Creation

• Storytelling is a crucial aspect of creating engaging content, and it's challenging to tell a full story in a short amount of time, which is why longer videos can be more effective (13m7s).
• Writing and storytelling are laborious and time-consuming processes that require a lot of brain power, but they are essential skills for creating high-quality content (13m26s).
• Building a platform and creating content that can reach a critical mass of people is a significant investment of time and energy, but it can be rewarding for those who are willing to put in the effort (13m51s).
• For those starting out on their creative journey, it's essential to be aware of the potential risks and rewards of creating content and building a platform, and to be prepared to invest time and energy into their projects (14m5s).
• The primary motivation for creating content should not be to get rich and famous, but rather to share ideas and have intrinsic reasons for doing so, as success is a lottery and extremely hard to achieve, especially now (14m21s).
• To be successful, one should have realistic expectations and not expect immediate success, as growth and evolution are key, and it's possible to see this process over time on platforms like YouTube (14m51s).

Virality and Engaging Content

• A study by Duncan Watts on music markets found that to be popular, songs need to hit a certain quality bar, and then the main factor is how many times the song gets played, with early exposure being crucial for success (15m14s).
• The way to make content go viral is to create a visceral reaction, often through novelty, and make people feel something, whether it's amazement, empowerment, or anger, as people only share content that evokes strong emotions (16m6s).
• To create engaging content, it's essential to have a unique and remarkable idea that can be remarked upon, and to wrap it in a story that stretches the viewer's brain and is creatively fulfilling (16m38s).
• Delivering important information, such as critical thinking and scientific knowledge, can be done in an engaging way by making it entertaining and attention-grabbing, justifying the means by the end (16m54s).
• There is a concern that the increasing sensationalism of content may lead to a culture where only hyperbole can capture people's attention, making it harder for more subtle but important stories to be heard (17m3s).
• The impact of YouTube culture on what people pay attention to is significant, and creators must adapt to these rules to reach a wider audience, but this can also lead to a lack of depth in learning, as passive watching has its limitations (17m39s).

Educational Boxes and Inspiring Kids

• Mark Rober creates boxes that contain fun toys and learning materials, such as a mini disc launcher that teaches kids about flywheels, with the goal of encouraging kids to think like engineers and learn through hands-on activities (17m55s).
• The boxes have received positive feedback from parents, who report that they have changed the way their kids see the world and themselves (18m27s).

The Mars Mission and its Impact

• There is debate about whether the US government should spend resources on NASA's mission to send humans to Mars, with some arguing that it is not a practical or worthwhile goal (18m37s).
• Mark Rober believes that going to Mars could capture the imagination of a new generation and inspire kids to become scientists and engineers, just like the moon landing did (19m2s).
• He also thinks that exploring Mars and the solar system can help humans understand their own history and plot a course for the future (20m1s).

Personal Advice and Beliefs

• Mark Rober's worst advice was from his dad, who told him to stop pranking people and get serious about life, but Mark believes that his prankster personality has worked out well for him (20m15s).
• The best advice Mark Rober has received is that you're not as good or bad as you think you are, and that the truth is somewhere in the middle, which he believes is a healthy outlook (20m36s).

Astrology and Critical Thinking

• Mark Rober has an unpopular opinion that he loves to defend, which is that astrology is a beautiful framework for understanding human behavior, despite a lack of scientific evidence (21m3s).
• Astrology can be seen as a form of self-improvement, but it can also be problematic as it can lead to discrimination and stereotyping, with studies showing that people with certain zodiac signs are less likely to be hired or dated in certain cultures (21m50s).
• While some people use astrology as a harmless tool for self-reflection, others take it too seriously and make life decisions based on readings, which can be problematic (22m31s).
• Astrology can be a gateway to a failure of critical thinking, with studies showing that people who believe in astrology are more likely to believe in conspiracy theories, such as the moon landing being faked or vaccines being harmful (23m24s).
• The line between harmless self-reflection and problematic beliefs can be blurry, but the key difference between astrology and religion is that astrology can be tested and proven false through scientific methods, whereas religious beliefs cannot be proven or disproven (24m37s).
• There is no scientific correlation between zodiac signs and personality traits, and astrophysicists confirm that there is no way for other planets and stars to have an impact on human psyche (24m47s).
• Despite the lack of scientific evidence, some people still cling to astrology as a framework for understanding themselves and the world (25m12s).

Religion and Beliefs

• Some religions have claims that can be disproved, but this does not change people's minds as they did not reason themselves into their position in the first place (25m17s).
• Having a framework of religion can have a net positive effect on people's lives, as seen in the example of Mark Rober's mom, who converted to a religion and became a better person (25m33s).
• Organized religion can be beneficial if it teaches values such as character strengths and virtues, and does not encourage discrimination or harm (26m4s).
• It is dangerous to hold positions that one did not reason their way into, and one should not have faith in something that cannot be proven (26m23s).

Human Nature and Confirmation Bias

• Mark Rober believes that human beings are more good than bad, but is not attached to this belief and is open to being proven wrong (26m55s).
• Confirmation bias can have a positive effect if one's general premise is that humans are good, as it can lead to finding evidence of this in real life and feeling more optimistic (27m15s).
• Research by Jarck Clifton and his colleagues has found that people who believe the world is generally a good and safe place tend to have better mental health and achieve higher success (28m3s).
• Assuming the worst can be a self-fulfilling prophecy, and having a positive outlook can lead to better outcomes (28m24s).
• Research by Gottman has also studied the effects of positive and negative outlooks in marriages (28m32s).
• The number one predictor of divorce is contempt, where one partner assumes the other's actions are due to their being a terrible person, but it's possible to believe in the good while guarding against the bad (28m36s).

Rethinking and Parenting

• It's essential to practice rethinking and be open to new ideas and perspectives, which can be applied to various aspects of life, including parenting (29m6s).
• A recent rethinking moment occurred when the author's daughter, Joanna, was put on the spot at a parenting session and shared that her father often tries to solve her problems immediately instead of offering sympathy or validation (29m22s).
• The author realized that they had been projecting their own idiosyncrasy onto others, as they only share problems when seeking help, but most people just want support (30m29s).
• A useful mantra to remember is "sympathy, not solutions," which means offering emotional support instead of trying to fix the problem right away (30m49s).
• A clinical psychologist suggested asking, "Are you looking for a tissue box, a soap box, or a toolbox?" to determine whether someone needs emotional support, a platform to express themselves, or help solving a problem (31m1s).
• Finding the right balance between being demanding and supportive as a parent is crucial, and it's essential to listen to children and create psychological safety (31m20s).
• The author's experience with Joanna made them realize that they were not listening too much to their kids, but rather creating a safe space for them to express themselves (31m51s).

Family Life and Parenting an Autistic Son

• Mark Rober's son is autistic, and he and his wife have never shed a tear about it, as they just want their kids to be happy, and they know exactly what their son needs to be happy, which is a simple life with friends and family (32m31s).
• Mark Rober's son is 18 years old, and they still do the same nighttime bedtime routine with stuffed animals, which is one of the most rewarding parts of being a parent (32m56s).
• Mark Rober's son knows he has YouTube friends, and when they meet people in public, he has an adorable exchange with them, but beyond that, he doesn't really understand what his father does (33m12s).
• Mark Rober's value to his son is doing awesome voices for stuffed animals, giving great piggyback rides, and being a good tandem bike rider (33m31s).

The Selfie Satellite Project

• Mark Rober is working on a project where he and his team built a satellite that will launch in January on a Falcon 9, and its sole purpose is to travel above the Earth and take pictures of people's selfies with the Earth photobombing them (34m1s).
• The satellite has a camera, cellphone, and screen, and people can upload their picture to the satellite and get a selfie with the Earth, and if they provide their ZIP code or city, the picture will be taken over their house (34m21s).
• This service will be free for Crunch Lab subscribers, and non-subscribers can sponsor a box for a kid who can't afford it, making it more accessible than the $30 million charged by billionaires for a similar experience (34m44s).