. >> that was best-selling author barry schwartz at his much-discussed conference talk argues it is possibleell and good at the same time. he's expanded on the notion in his book "practical wisdom." welcome, barry. >> thank you, great to be with you, matt. >> so what is practical wisdom and why does it matter? >> well, we derive -- my co-author ken sharp and i derive the term from aristotle. and practical wisdom is the ability to figure out what the right thing to do is in a particular situation. and in contrast to plato, who thought of wisdom as abstract, for aristotle, it was very practical. what does this student in my third grade class need? what does this patient who's just come to my office need? how do i talk to my 7-year-old kid? how do i talk to my 10-year-old kid? very practical. and the reason why you need to be wise is that the right thing to do is very much context and person specific. so you need to use your judgment. >> now, one of the things that's interesting is the distinction you make between the kind of hyperintelligence that gets celebrated so often in our culture and th

schwartz was behind a lot of the lyndon johnson ads. a different tactic by the goldwater campaign. >> i think about how embarrassingly atrocious they were. the barry very professional for all kinds of interesting reasons. barry goldwater wanted to have people around him he felt comfortable with. he hired his arizona friends who were not national political professionals. the lyndon johnson advertisements were made a most sophisticated advertising agency. they produced one of barry goldwater's ads which was goldwater talking to eisenhower. it was a total bust. they said i will never give to this campaign again. this guy's name was chuck lichtenstein. he has passed away. i asked him about it. he said i never had a lot of experience with tv. you mean you had never produced a tv commercial? he said he never watched tv. [laughter] that was the barry goldwater campaign. >> we are going to be showing during the course of this evening some of the documentary that you have put together -- some of the original work. you worked with barry goldwater how long to get this put together? >> i think specifically on the project, probably six months. >> was there one