Q&A with Emil Brunner, CEO of Takeoff1 GmbH

MEDIA 7 | June 13, 2019

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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In addition to being a slow and unreliable means of data extraction, screen scraping makes it difficult for financial institutions to distinguish legitimate login attempts from fraudulent ones, leaving systems vulnerable to credential-stuffing attacks and other cyber threats that continue to plague the industry at large. Replacing inbound screen scraping for the more than 700 banks and credit unions on Jack Henry's Banno Digital Banking Platform inaugurates a new and more secure era of financial data exchange. Unlike the indiscriminate data extraction performed by screen scraping, open-API aggregation allows accountholders to specify, minimize, and fully control their data and how it's shared with third-party providers—including the ability to grant or revoke data permissions within their bank or credit union's digital banking experience. "This is an important milestone for the industry, and I am in full support of modernizing the exchange of financial data with Jack Henry's direct APIs to the five major data exchanges," said Phil Suckow, vice president of innovation at $1.9 billion IncredibleBank. "Ending screen scraping for the more than 9 million end-users on Jack Henry's Banno Digital Banking Platform will reset consumer expectations, create a new data security standard, and empower community and regional financial institutions to strengthen and differentiate their service on security and reliability. Leveraging the new API connections to the data exchanges through Jack Henry enables us to continue to be at the forefront in providing open financial data access to our customers." Ted Anastasi, growth team lead at Akoya, added, "The collective goal here is to make financial data access easy and secure so that consumers feel confident using fintech applications. Using APIs as a means of data transfer is a model the industry can use to create more reliable and more secure data sharing. This is a big win for both consumers and open finance." "Screen scraping is an outdated, broken process," said Ben Metz, chief digital and technology officer at Jack Henry. "Sharing passwords is both problematic and prevalent, and this is why the CFPB is scrutinizing screen scraping and proposing new open banking rules later this year. Changing consumer behaviors and expectations is best done at scale. Requiring the use of API-driven, consumer-permissioned data access across our platform will make it easier to recognize and neutralize malicious activity and enable banks and credit unions to minimize fraud and improve their accountholders' financial health and security. It's the right thing to do." Jack Henry is working with the banks and credit unions on its Banno Digital Banking Platform to make a smooth transition from screen scraping to secure, API-based financial data exchange. Visit jackhenry.dev to learn how to integrate solutions with Jack Henry's digital banking platform. About Akoya The Akoya Data Access Network is simplifying data access for open finance. Through a single integration with Akoya, financial institutions, fintechs, and data aggregators can enable multiple API connections and avoid continued maintenance and development efforts. Akoya handles all data-sharing relationships on behalf of network participants and removes the myriad of internal and external costs required to develop and manage multiple third-party agreements. Akoya optimizes for security, transparency, and scalability, and offers a passthrough model that does not copy, store, or hold any financial data or personal information. The network is an interoperable solution available to the entire financial services industry. The independent company is co-owned by 12 of the largest North American financial institutions. To learn more, please visit www.akoya.com. About IncredibleBank℠ IncredibleBank, headquartered in Wausau, Wisconsin, was awarded as one of America's Most Innovative Banks by the Independent Community Bankers of America in 2019. With deposit and lending customers in all 50 states, plus their status as one of the nation's top motorcoach and SBA lenders, they are America's First Online National Community Bank (and who doesn't love the idea of a national community?). They are dedicated to their promise of an Incredible Customer ExperienceTM with every interaction. Learn more about IncredibleBank at www.incrediblebank.com. About Jack Henry & Associates, Inc.® Jack HenryTM (Nasdaq: JKHY) is a well-rounded financial technology company that strengthens connections between financial institutions and the people and businesses they serve. We are an S&P 500 company that prioritizes openness, collaboration, and user centricity – offering banks and credit unions a vibrant ecosystem of internally developed modern capabilities as well as the ability to integrate with leading fintechs. For more than 46 years, Jack Henry has provided technology solutions to enable clients to innovate faster, strategically differentiate, and successfully compete while serving the evolving needs of their accountholders. We empower approximately 8,000 clients with people-inspired innovation, personal service, and insight-driven solutions that help reduce the barriers to financial health. Additional information is available at www.jackhenry.com.

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PAYMENTS, FINTECH

UniCredit and Mastercard Expand Payments Partnership

Businesswire | May 29, 2023

UniCredit and Mastercard today announce a global expansion of their payment partnership. The agreement sets the stage for the start of a strong partnership consistent with the UniCredit Unlocked strategy. This is the first time any large commercial bank has put in place a single card multi market strategy of this scale in Europe. It brings together in one agreement UniCredit’s ability to harness the collective weight of 13 banks as one institution with Mastercard’s expertise in the card payment space. The significant broadening of the parties’ relationship will deliver payment innovation and enhanced digital experiences to customers. This enhanced multi-year partnership provides the necessary resources to achieve a shared ambition to increase the speed of innovation in the payments space and put customers at the center. It enables UniCredit to provide a best in class offering for all its cardholders, delivering a simplified core product proposition, optimized digital experience with a full suite of in-app solutions and the development of a dedicated approach for innovation, increasing payment choice to customers, across multiple payments rails. Both parties’ commitment to increase their tangible actions across environmental and social sustainability will also be enhanced through this partnership. Insight and resources will be combined with a particular focus on the implementation of new projects on common ESG goals, developing solutions to support empowering communities to progress, fighting climate change with mindful spending choices and the ability to contribute tangibly to environmental goals, integrating donations in the everyday spend. This agreement is a clear example of the execution of the UniCredit Unlocked plan, uniting 13 banks to deliver value for UniCredit stakeholders in a capital-light manner, taking opportunities from European DNA but working as a unified group. It is the most immediate manifestation of the potential within payments, which UniCredit is focused on to further extract value in terms of product simplification, cost synergies and digital transformation. The partnership will focus on supporting the delivery of the UniCredit’s strategic priorities. This includes digitalization of payments solutions, offering multi functioning solutions with a fully equipped card. It aligns with UniCredit’s brand attributes to build increased preference and loyalty across the consumer lifecycle, enriching bank wide opportunities thanks to Mastercard’s strong award-winning Priceless brand platform and sponsorship marketing assets. “This partnership epitomizes the essence of UniCredit Unlocked and our commitment to leverage the full impact of our multi market footprint as one complete offering for the benefit of our clients," said Andrea Orcel, CEO, UniCredit. "Our geographical reach and Mastercard’s expertise in this space enables us to not only streamline our partnerships and contracts, but enhance our digital, security and product offering for all our current and future cardholders. This is a perfect example of the new way of managing projects in UniCredit, bringing benefits to all legal entities in a disciplined way and acting as a single company.” “UniCredit has been an important partner for many years. Together we have created real solutions that help people and businesses across Europe. This expanded relationship will build on that experience to bring new innovations to UniCredit cardholders,” said Michael Miebach, CEO, Mastercard. UniCredit Note for Editors UniCredit is a pan-European Commercial Bank with a unique service offering in Italy, Germany, Central and Eastern Europe. Our purpose is to empower communities to progress, delivering the best-in-class for all stakeholders, unlocking the potential of our clients and our people across Europe. We serve over 15 million customers worldwide. They are at the heart of what we do in all our markets. UniCredit is organized in four core regions and two product factories, Corporate and Individual Solutions. This allows us to be close to our clients and use the scale of the entire Group for developing and offering the best products across all our markets. Digitalisation and our commitment to ESG principles are key enablers for our service. They help us deliver excellence to our stakeholders and creating a sustainable future for our clients, communities and people. Mastercard Note for Editors Mastercard is a global technology company in the payments industry. Our mission is to connect and power an inclusive, digital economy that benefits everyone, everywhere by making transactions safe, simple, smart and accessible. Using secure data and networks, partnerships and passion, our innovations and solutions help individuals, financial institutions, governments and businesses realize their greatest potential. With connections across more than 210 countries and territories, we are building a sustainable world that unlocks priceless possibilities for all.

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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)....

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