Q&A with Emil Brunner, CEO of Takeoff1 GmbH

Q&A with Emil Brunner, CEO of Takeoff1 GmbH
Emil Brunner, CEO of Takeoff1 GmbH is an experienced businessman who has worked in many countries. He has dedicated more than 10 years to the intuitive method of language acquisition called the “Birkenbihl Approach” formulated by Vera F. Birkenbihl.  Emil and Vera have worked together on the digitalization of this language acquisition method which has been incorporated into Emil's language-learning platform, Brain-Friendly. 

In this interesting Q&A, Emil takes us through the Birkinbihl approach which is helping users worldwide to learn languages with ease.

MEDIA 7: Could you please tell us about your background?
EMIL BRUNNER:
 I started as a technician; then I changed to sales. In my heart, I’ve always been a salesman. I started my business as the first Xerox Partner in Austria, and then I managed a company selling office machines and equipment. It was my first time going into other countries, like Germany and Switzerland. In that business, I worked with many phone agents, so the company grew to an outbound sales call center. In the USA, I had my first technology experience and built an automated call machine. We then got the franchise partner of RTL Teleshop - it was after QVC the second largest in DACH, for Austria.  I gained knowledge in TV-Power plus Sales power and found it fascinating. The next step was to automate the call center.

In 2004, we ran a call center in a pizza box (computer) for teleshop companies. In the States, we closed orders for up to 60% of callers fully automated, the rest were connected to the classical human call center. It had a great future, but I did it with the wrong people. So the company went bankrupt, and we went back to Austria.
After that experience, back "home" - felt so small, and we went on to start a software development business.
I began working and studying TV & Film making at the same time. My master's degree was a documentary film about "Teleshop and new technologies.”

I met Vera F. Birkenbihl, and she was one of the most successful scientists for learning methods and strategies and held a lot of live seminars - long before TEDx came up. I produced about 10 of those seminars, gaining many skills in the process, and that's when I found out about the language learning method. Me and language? I had trouble all the time while I went to school. I was sure languages were not for me. However, my son was a successful young developer and was interested and started to develop an app for language learning - using the brain-friendly Birkenbihl method. Which means, you never waste time cramming vocabulary and you don't need to learn any grammar rules.

I don't know anyone who’s happy learning vocabulary. About 90+% of all people using a language (mother tongue and foreign language) are not able to describe a grammar rule — only the teachers can do it. So there must be another way without the pain. And here it was!
I tried to learn English. The goal was to speak well without thinking about what to say. I just wanted to talk.

That's it. It took me more than a year, but I had an experience I’ll never forget. I was working on my phone with many customers and collecting orders. After a while, I put the orders from my notes into the computer. Wow! I had made a request for English courses - an order from a bookstore in Birmingham. How did I do it? Yes, I did it in English, and I didn't even realize it. It was automatic. The gap, switching from German to English, was gone - forever.

In the meantime, both my sons, Herwig and Gerwin, were now professionals in software development on the international stage. I had a Swiss partner and last year, I sold my shares to set up a new company with a new app - the Birkenbihl language learning movies. The digitalization of language learning - watch a movie and get the language. Based on subscription models, we sell it now in DACH, US, and European Single markets.
Finally, it’s worth mentioning, that I am the only one, who got the okay from Vera F.Birkenbihl (she died 2011), to follow the method of the new science of language learning and take it to the next level. I got the seal of approval for the "Birkenbihl Approach" to honor products they follow with the principle of "brain-friendly" learning method.

I have put all of this experience into a new book, the follow up of Birkenbihl's bestseller "Einfach Sprachen Lernen". I completed it with Katharina Rucker, she has been on board since 2008 and is still the best blogger for language learning knowledge. The book will be published in English in Q1-2020.

"Using the brain-friendly Birkenbihl method, you never waste time cramming vocabulary and you don't need to learn any grammar rules."



M7: How far is the Birkenbihl method’s idea of ‘learning a language need not be difficult’ serving its purpose of making language acquisition effortless?
EB:
 Let me say 100%. Because the "classical" way to learn a language is totally different from the way our brain works. Our brain is trying to find new things to discover, to get new experiences and so on. What is there to discover when you use a vocabulary list? For example, table - Tisch / table - la mesa, etc. it could also be shown as table - Katze (cat). There is no sense, no meaning, no context.

If you learn it the brain-friendly way as a full sentence, and you "de-code" it, your brain has enough context, and there are new words to learn. 

So it works, and it takes a minimum amount of time because our brain is memorizing everything in connections, like synapses, and that works very well, making it fun and available to use for the rest of your life.
The newest thing we have developed is the Movie(c) courses. Birkenbihl told us all the time, "a movie is the closest experience to real life". Watching a movie is like experiencing an actual event. 

When the "de-code line" is integrated into the movie,  entertainment and learning become cohesive. The "de-code line" in the movie, works as a karaoke player. The spoken word-pair is synchronized and highlighted. So you can close your eyes or your brain will automatically follow the decode line, and you will absorb the language. Repeat it, and you become perfect. It’s the digital way to learn a foreign language.

M7: How do you develop the movies and what is the approach for making users learn new languages easily with these movies?
EB: 
The classical way to learn a language is to cram grammar rules. Understanding and speaking are two processes in our brain that we have to learn separately. The idea developed by Birkenbihl was to find out how to use the mother tongue to understand a foreign language. She had done a lot of research and observed neuroscientists and decided to call the it the decode line which means you have two decoding lines – the upper line is the foreign language that you want to learn, the lower line is the word-by-word translation where you get the information about the meaning of the words.
It’s easy to follow them if you like to follow, but it’s enough if you just watch the movie. Your brain is automatically looking at the decode line and getting the information so if you repeat that you become more familiar with the sentence and you’ll understand it.

M7: How has your working with Vera F. Birkenbihl for more than 10 years helped you to come out with an intuitive method of language acquisition called the “Birkenbihl Approach”? What was the idea behind this?
EB: 
Birkenbihl told me that she’d had an experience with teachers and children. The problem was that the children didn’t enjoy learning vocabulary. It was, and still is, a pain. After a couple of days, all of the learned words go. So she thought, if most people have this problem then the problem couldn't be the people, it must be the method. There must be a better way.

After that, she started researching, and she found old documents, detailing how the aristocrats (the European marriage expansion) learned languages. There were many connections between the European Aristocrats, and this old document described how they learned. There was a transcript, a direct translation underneath and a live speaker. So the learners followed the speaker and read the word pairs.

All of the experiments she did, worked very well. I remember, it was approximately 2008, there was a teacher in Odelzhause who gave the children private English lessons Coached by Birkenbihl, in 3 months, the whole class were able to speak English very well and had no problem with vocabulary tests. That was the point we realized we were onto something. Based on our findings, my son built the first application for Windows. However, if you think that’s it, no. It took a lot of time to optimize it and to do all the beta tests. But after a while, we saw that it worked, and my experience was. WOW! - I got it.


"Watching a movie is like experiencing an actual event.   When the "de-code line" is integrated into the movie,  entertainment and learning become cohesive."


M7: How is the “Birkenbihl Approach” assisting people around the world to learn more languages efficiently?
EB:
Thanks, that’s an excellent question. You can do it, totally without any app, with paper or music. Take the lyrics of the song you love and start to “de-code” (translate it word-by-word). Yes, with the app, it’s much easier, and if you have a device ready, you can fit, learning a language, into every spare moment you have. So you waste no time, get entertained and learn simultaneously. After a while, you begin to speak automatically like a baby, who is listening for a long time.
When it becomes a year old, it starts with some words, after the second year it begins, from one day to the next to speak full sentences, only by listening. So while you improve upon your spelling skills, in your mother tongue or foreign language, always listen (day and night) in the background. Your sub-conscience will do the rest.
It is a kind of democratization of language learning; everybody can do it, independent of age or origin.

M7: You have played a vital role in digitalization of this language acquisition method. What inspired you to take up this challenge and what was your vision behind this?
EB:
Yes, first, it was a curiosity about the possibility and a challenge for myself to learn a language up to a level to be able to sell anything. Remember, I was a weak student.
Additionally, it was the feedback from the first beta tester, later from customers that they had the same experience I had, and they are now happy and successful.  So it was sensible. Yes, a little bit also to make it easier for people. So now, I see that the end of the traditional way to learn a language is coming.

Think about it... you can watch a movie, it doesn't matter which one, and you get automatically delivered the “de-code” line. I think we'll be able to get it in the near future, we are still working on it. So you don't need any teacher, because every child is learning it like their mother tongue, additionally. For example, a Hollywood movie uses about 1000 to 1500 unique words, a daily newspaper uses about 500 to 700 unique words. So let's watch Spanish movies this weekend, and that's it. My idea is that no child should have to suffer the cramming of vocabulary.


"While you grow up your spelling skills, in your mother tongue or foreign language, always listen in the background. Your sub-conscience will do the rest. It is a kind of democratization of language learning."



M7: As a language instructor, how important is resolving the problem of language acquisition as a barrier to businesses and marketing when globalization is the trend?
EB: It is vital. In two cases, one of them is, that companies spend a lot of money, year by year and nothing is changing. The costs go up, and success is equal to or less. Especially the production industries who have many difficulties, i.e. when the company is based in Germany, and the production is in Mexico. In this case, we can help. We can produce a learning movie for the technical process and add the “de-code line”, so the employees get both, the knowledge and the language. I think this is an excellent opportunity for all instructors and trainers of language. They can supply companies to work with the Birkenbihl method, and it gives more success with less time to spend. 

M7: Do you think that the Birkenbihl method will encourage more people around the world to learn languages swiftly?
EB:
Yes, that's what I hope, and it is essential to tell everybody that with this method it is possible, yes it works. Also, my hope is that it could connect people and bring more happiness. It's okay, if you start now and only spend 10 minutes every day. After approximately 6 weeks, you will get about 400 to 600 unique words. However, you can also do it in 2 weeks if you spend 10 minutes, 10 times a day (less than 2 hours). Alternatively, if you spend only 10 minutes every 3rd day, it takes a little longer. Do it when you want with the time that suits you. Overall, you get it.

M7: Knowing what you know now, what advice would you give your younger self?
EB:
Not much, except one thing: Whatever you do, if it doesn't work, find out how it could work, there is surely another way. But, just do it.

ABOUT BRAIN FRIENDLY

The Birkenbihl Approach (BBA) means, learning as the brain loves to learn. Our brain - look to the minds of children - how they like to discover and to understand how things work. It uses neuro mechanisms like abstracting rules (grammar) and background listening (to build synapses for spelling). To know more, visit Brain-Friendly.

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Arcadium Lithium Announces Completion of Merger of Equals between Allkem and Livent

Arcadium Lithium | January 08, 2024

Arcadium Lithium plc announced the completion of the all-stock merger of equals between Allkem and Livent. The new, combined company is a leading global lithium chemicals producer committed to safely and responsibly harnessing the power of lithium to improve people's lives and accelerate the transition to a clean energy future. With roughly U.S. $1.9 billion of combined total revenue in 2022 and a global team of more than 2,600 employees, Arcadium Lithium is one of the largest integrated producers of lithium chemicals in the world. Paul Graves, Chief Executive Officer of Arcadium Lithium, said: "As one of the leading global producers of lithium chemicals, Arcadium Lithium has the resources, scale and expertise to meet the growing needs of our rapidly changing industry. We are a leader in every major lithium extraction process – from hard rock mining to conventional pond and DLE-based brine processing – and vertically integrated, from resource to chemical manufacturing, in strategic locations around the world. This will open doors to new opportunities and strengthen our ability to deliver value to our customers, investors, employees and communities." Mr. Graves continued: "It is a privilege for me to lead this great company forward with such an incredible team. This transformational merger would not have been possible without the hard work and commitment of our integration planning teams over the past months. I want to thank them and all of our employees around the world for getting us to this position. Together, we are launching an exciting new company that combines the strengths and storied legacies of two incredible organizations, both with an wavering commitment to safe, responsible and sustainable operations. We look forward to building on this strong foundation and leading our industry forward." Arcadium Lithium ordinary shares will begin trading today on the NYSE under the ticker "ALTM." Arcadium Lithium also maintains a foreign exempt listing on the ASX (via the issue of CHESS Depositary Instruments (CDIs) to Allkem shareholders) and will commence trading on a normal settlement basis on the ASX under the ticker "LTM" at 10:00am (AEDT) on January 5, 2024. Allkem shareholders received either: (a) one Arcadium Lithium ASX listed CDI; or (b) one Arcadium Lithium NYSE listed share depending where they resided and what election (if any) they had made for each Allkem ordinary share held, except for shareholders in certain ineligible jurisdictions, who will receive cash proceeds from the sale of the Arcadium Lithium CDIs in lieu of such CDIs after closing. Livent shareholders received 2.406 Arcadium Lithium NYSE listed ordinary shares for each Livent share held.

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Chemical Management

LyondellBasell Launches Petrothene T3XL7420: A Revolutionary Polymer Compound for Optimized Manufacturing

LyondellBasell | January 24, 2024

LyondellBasell (LYB), a global leader in the chemical industry, is proud to announce the release of a cross-linkable, all-in-one flame-retardant compound, Petrothene T3XL7420, which is expected to deliver considerable cost savings while streamlining manufacturing processes. This new product offering also improves the quality of end products for wire producers in the automotive and appliance industries. Based on customer demand and industry need, LyondellBasell designed this innovative compound to address the need to optimize production line speeds and enhance manufacturing efficiency. Petrothene T3XL7420, is specifically formulated for use in Society of Automotive Engineers (SAE) primary wire applications, International Organization for Standardization (ISO) thin wall applications, and Underwriters Laboratories (UL) and Canadian Standards Association (CSA) appliance wire. Petrothene T3XL7420 offers several benefits that make it an attractive option for wire producers, including enhanced cure kinetics, increased stiffness for easier small gauge wire assembly and better barrier performance compared to other Petrothene XL. "Developing innovative solutions to address the ever-evolving needs of our customers is an important aspect of how we operate and continue to grow our market share," said Palmer Giddings, vice president Polyolefins at LyondellBasell. "Providing cost effective and efficient solutions that are UL and CSA certified, gives us a market advantage for this one-of-a-kind solution." Petrothene T3XL7420 has undergone rigorous testing and certification processes to ensure its quality and reliability. With this latest development, LyondellBasell reinforces its position as a leading provider of innovative solutions for the wire and cable industry and expects this compound to become the product of choice for a wide range of automotive and appliance wiring applications. About LyondellBasell We are LyondellBasell – a leader in the global chemical industry creating solutions for everyday sustainable living. Through advanced technology and focused investments, we are enabling a circular and low carbon economy. Across all we do, we aim to unlock value for our customers, investors and society. As one of the world's largest producers of polymers and a leader in polyolefin technologies, we develop, manufacture and market high-quality and innovative products for applications ranging from sustainable transportation and food safety to clean water and quality healthcare.

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Chemical Management

3E Acquires ChemChain, Bolstering its Supply Chain & Sustainability Offering

3E | January 16, 2024

Headquartered in Luxembourg, ChemChain’s proprietary IP and technology will bring an expanded, innovative approach to further augment 3E’s Supply Chain & Sustainability solution, 3E Exchange. 3E Exchange’s unified supply chain platform helps customers organize their global library of supply chain data and streamline workflows in a scalable and compliant manner. Specifically, 3E leverages its market leading digital product passport and renowned regulatory content capabilities to drive best-in-class supply chain management for its growing list of customers. Together, 3E and ChemChain are united in their mission to accelerate global supply chain transparency and sustainability with a unique combination of technology and regulatory expertise. “ChemChain and 3E share a vision to create a safer, more sustainable world that protects people, safeguards products, and helps businesses grow,” said Greg Gartland, Chief Executive Officer of 3E. “Together with ChemChain, 3E offers an unmatched combination of global regulatory expertise and a cutting-edge platform that dramatically simplifies transferring information along the value chain in a transparent and secure manner. 3E improves cross-functional engagement across global enterprises, and future-proofs products against ever-changing regulations. We look forward to the continued expansion of our supply chain solutions and empowering our clients to further accelerate their sustainability efforts.” With 175,000+ supplier relationships across all major geographies, the 3E Exchange platform drives a strong return-on-investment for its customers. Powered by 3E’s market leading regulatory expertise covering over 500,000 chemical substances, 3E Exchange enables superior supply chain management while also advancing companies’ ESG objectives. Continued momentum towards sustainable supply chains has highlighted that preparing for a circular economy should be a critical component of every company’s product strategy. Pete Girard, Managing Director of Supply Chain and Sustainability at 3E, said “The acquisition of ChemChain illustrates our continued focus on supply chain product innovation and thought leadership. The ChemChain team has incubated a novel and tech-forward approach to drive digital product passport adoption, and we look forward to integrating these technologies into 3E Exchange.” “The highly scalable digital product passport model offers a single source of truth that underpins sustainable supply chain management, while ensuring maximum protection of company trade secrets” added Lorenzo Zullo, Co-Founder and CEO of ChemChain. “As part of 3E, and leveraging tracked experience in end-to-end supply chain transparency across multiple industries, including textile & clothing, furniture, and detergents, ChemChain will accelerate innovation and position customers for success in the face of a highly complex and dynamic global regulatory landscape.” ChemChain represents 3E’s fourth acquisition announcement since its separation from Verisk in March 2022. Shearman & Sterling LLP served as the legal advisor to 3E. Cambrian and Elev8law served as the legal advisors to ChemChain. About 3E For more than 35 years the world’s leading companies have trusted 3E to provide the intelligent compliance solutions they need to ensure safety and sustainability. Unmatched Environmental, Health, Safety and Sustainability (EHS&S) and product compliance expertise empowers clients to improve chemical and workplace safety, product safety and stewardship and supply chain transparency. 3E is deeply committed to serving its more than 5,000 customers worldwide, representing a wide variety of industries and including the world’s largest chemical manufacturers, retailers and pharmaceutical companies. About ChemChain ChemChain is a trusted, decentralized, and globally accepted infrastructure that enables customers to build, exchange, store, and track chemical-related information along the supply chain. ChemChain’s proprietary architecture, underpinned by blockchain technology, facilitates a scalable and tamper-proof digital product passport environment.

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