Brand:

a particular name of a group of products and services that a company provides

Microsoft Office is a brand of computer programs.

"What's brand loyalty?"

loyalty: a feeling of strong support for someone or something

To show loyalty to her country, Gemma always buys locally made products.

"What's brand loyalty?"

stick with (something): to continue using something and not changing to something else

Lily and Johnny stick with their internet service provider because of its reliable connection and affordable rates.

"How much extra will someone pay to stick with the brand ..."

scarce: very small in amount or number

Clean water became scarce after many parts of the town got flooded.

"Brand loyalty is more scarce ..."

average: ordinary; regular

My house is just average. It is not too big, but it is also not too small.

" ... brands don't matter if they choose to be average."

substitute: something that can be used in place of another

Many people drink black tea as a substitute for coffee.

"They matter when there is no substitute."

Grammar tip: Infinitives

Infinitives are words that look like verbs but are used as nouns, adjectives or adverbs. An infinitive takes the
form "to" + the base form of a verb.

Below are examples of infinitives in the video:

"How much extra will someone pay to stick with the brand ..."

"... brands don't matter ifthey choose to be average."

More examples:

The best time to start  the project is now.To manage  his own business is Matthew's long-time dream.
Anna called the manager because her order took too long to arrive.
coming in: joining or being a part of a plan or discussion

Ludwig will be coming in to speak about a new car at the automotive event.

"Frances, thanks so much for coming in."

(do something) for sport: to do something for fun, or in a way that is not serious

When Antonio first tried theater acting, he only did it for sport; eventually it became his greatest interest.

"So you're not being bad for sport. You're being bad in the service of great."

immoral: not good or right

Stealing from another person is considered immoral.

"But it's overcoming the emotional obstacle that some people frankly find immoral ..."

invariably: done or presented in a way that shows no change or difference; always predictable

Every time Kelly takes a vacation, her workload is invariably heavier when she returns.

"And what they invariably tell us is that they end up with exhausted mediocrity."

mediocrity: the quality or state of something that is not very satisfactory or not very good

Many of the restaurant's customers were disappointed with the mediocrity of the food.

"And what they invariably tell us is that they end up with exhausted mediocrity."

disproportionately: in a way that makes something bigger or smaller in relation to something else

Mallory felt that his responsibilities at work were disproportionately large compared to his salary, so he asked for a
raise.

"You can be average at everything, or disproportionately good at some things, which means you have to be
disproportionately bad at others."

came to terms with (something): accepted or dealt with something unpleasant

After a storm destroyed his house, Louis came to terms with his loss and started looking for a new place to live.

"Can you give us an example that sort of came to terms with that and actually successfully made that
choice?"

angst: strong feelings of worry and anxiety, possibly because of a specific issue

Veronica's angst about being unemployed ended when she finally received a job offer.

"There was no angst inside of the Apple employees."

traded off against each other: describing two things that are related in such a way that if one increases, the other
decreases

When deciding which new car to buy, Mia knew that seating capacity and driver comfort would be traded off against
each other.

"They understood that because they were confronted with physics, because gravity applied to them, that
these things literally traded off against each other."

seduced: convinced to do or believe something because the idea of it is attractive

Even though it was an expensive purchase, Bertie was seduced into buying an apartment that was close to his office
and the city center.

"The problem in services is, because you can't drop it on your foot, you can get seduced into thinking that
physics doesn't apply."

streaming: the activity of sending sounds or videos from a computer to the internet so that other people can listen or watch
Ally is streaming a song that she made through Facebook so that her fans can hear it.
"On the internet I'm also known as 'BlindWarriorSven.' I'm streaming on Twitch."
diagnosed: identified someone to have a disease or medical condition
Charlie was diagnosed as diabetic, so he cannot eat food with too much sugar.
"When I was six years old, I was diagnosed [with] cancer."

cues: things that give some information about what a person is seeing, feeling or hearing
The light on the door is one of the visual cues that tell people if the room is being used. A green light means
that the room is free; a red light means that there is someone inside.
"So the only thing I have is the audio cues that the game is providing to me."

channel: a station on the radio, internet or television that people can watch or listen to
George shares a lot of cooking videos on his YouTube channel.
"I'm able to manage my Twitch channel through my PC."

chat: messages sent over the internet by people using a website or computer program
Ethan used the office chat to tell his teammates about the new project schedule.
"So if somebody writes to me in [the] chat, I can read that with that Braille display."

keep up with (something): to continue working or doing something at the same speed as something else
The software company shows that it can keep up with changes in technology by releasing new products every
month.
"When the chat is very fast, so there's a lot of people that are typing messages. To keep up with that -- that is very
hard ..."

disabilities: conditions that limit a person's ability to do certain activities

People with physical disabilities may find it hard to stand or walk with their legs.
"I hope that all other streamers with disabilities are getting the same attention one day, but you have to work for it."

given up: stopped believing, supporting or trying to do something

Paula has given up swimming because she does not live near a pool.
"... I would have given up there, then I wouldn't have reached what I've reached at the moment."

Grammar tip: Relative clauses with "that"

A relative clause gives more information about the noun or noun phrase that comes before the clause.
Relative clauses begin with relative pronouns, such as who, which, when, where or that.
The relative pronoun that is used to refer to people or things.
Below are examples of relative clauses with that in the video:
"So the only thing I have is the audio cues that the game is providing to me."
"... so there's a lot of people that are typing messages."
"... I'm able, with all the tools that I need to use the computer, to play video games on sound, to manage
my streams."
More examples:
Ashley is the person that employees go to if they have questions about work tasks.
The living room is the place  that Tristan spends the most time in.
Ben owns a house that is by a lake.

cause: an idea, belief or goal that people support or work for

The politician strongly supports the cause of the environmental group, which is to reduce pollution in the city.
"Does your organization offer your people a cause so just …"

just: used to describe something that is good, right or fair

When there is a disagreement in the team, the manager talks to everyone in order to come up with a just
decision about the problem.
"Does your organization offer your people a cause so just …"

sacrifice: to offer, give up, or give away something for another thing that is more important
Jenna has to finish a task for an important client. So, she chose to sacrifice her personal time in order to work
during the weekend.
"Does your organization offer your people a cause so just that they would be willing to sacrifice themselves [...] in order to
advance that cause?"

advance: to make something grow, develop or move forward

To advance his career, Fred took several business classes and led big projects in the company.
"... that they would be willing to sacrifice themselves [...] to advance that cause?"

vision: an idea of what can or should happen in the future

Fly North Airways' vision is to become the most loved, most efficient, and most successful airline company in
the world.
"Are you offering your people [...] a vision to advance [...]?"

Grammar tip: Infinitive phrases

An infinitive is a verbal, or a verb that functions as a noun, adjective or adverb. Infinitives take the form "to" + the base form of a
verb.
An infinitive phrase consists of an infinitive and other words related to the infinitive, such as nouns, adjectives or adverbs.
Below are some infinitive phrases found in the video:
"... that they would be willing to sacrifice themselves ..."
"Organizations need to offer their people a cause ...
"... but I choose to stay here."
More examples:
Ashley asked her friend to visit her soon.
Kelsey plans to start her own business this year.
The team had a meeting  to discuss its next project.

sleds: small, flat vehicles with no engines that people use to move over snow or ice
Every winter, people can cross the frozen lake by using dogs to pull sleds.
"You know, people use dog sleds to go over the ice."

mush: to command dogs to start pulling on something such as a sled

Oliver decides to mush the dogs that are attached to his sled, so that he can reach his destination today.
"You may know about the Iditarod. Goes over about 1,100 miles of ice, Arctic ice, and it takes about 10 or 11 days, and
you mush your sled to win."

reinvented (something): did or presented something in an unusual or new way

Modern technology has reinvented televisions; they can now be used to watch videos or play games online.
"Susan reinvented the Iditarod."
virtually: almost entirely; very nearly
An unknown clothing line became famous virtually overnight after a celebrity was seen wearing clothes from
the brand.
"She trained herself and her dogs to go day and night with just very short rest, virtually without stopping."

competence: the ability or skill that enables someone to do a job or task well

Walter's competence in people management makes him the best person to motivate and guide employees.
"And like the people who are best at this competence, she thought about how to improve."

metrics: factors that are used to measure, compare or track performance or production in terms of certain qualities
One of the company's metrics for good employee performance is how frequently reports are submitted before a
deadline.
"People with achievement drive love metrics, they want measures, they want feedback ..."

keeping score: checking how well someone or something is doing at a certain task

The company uses the number of its products delivered per day as a way of keeping score for its business.
"Sometimes money, salary, whatever, is a way of keeping score."

Grammar tip: Relative clauses with "who"

A relative clause gives more information about the noun or noun phrase that comes before the clause.
Relative clauses begin with relative pronouns, such as who, which, when, where or that.
The relative pronoun who is used to refer to a person or people.
"I knew a woman -- her name was Susan Butcher -- who lived in Alaska, and she raised sled dogs."
"And she was someone who had a goal."
"And like the people who are best at this competence, she thought about how to improve."
More examples:
People around the country know Paul,  who is a singer, dancer and actor.
In case guests have questions, they can approach anyone who  is wearing a name tag.
Ashley,  who is an expert in software programming, will conduct the seminar tomorrow.

People use dog sleds to go over the ice.