“What’s the secret?”

Last night Todd Sattersten dragged me over to 20 x 2. Here’s the blurb from the schedule of events:

Tambaleo (302 Bowie St)
7:00 pm – 9:00 pm
Here’s tonight’s recipe for fun. Take twenty designers, writers, musicians and bon vivants. Give each two minutes and the same question to answer, and turn them loose before a live audience. That’s the equation for 20×2, which celebrates its sixth SXSW. Join us as participants answer the question “What’s the Secret?”

I know it said two minutes, but this video of Jory des Jardins answering the question runs a little longer than that.