ABOUT THE SPEAKER
Lisa Gansky - Entrepreneur
Lisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it).

Why you should listen

Lisa Gansky is the author of The Mesh: Why the Future of Business Is Sharing, and the “instigator” behind the Mesh Directory (http://meshing.it). She often speaks on the topic of technology, social currency and business platforms and models.

For more than 18 years, Gansky has been an entrepreneur and environmentalist focused on building companies and supporting ventures where there is an opportunity for well-timed disruption and a resounding impact. A founder and CEO of several internet companies, including GNN (the first commercial web publication) and the largest consumer photo sharing and print service, Ofoto (now Kodak Gallery), Gansky’s attention is on sustainable ventures with positive social impact. Gansky currently serves as a Director of Dos Margaritas, an environmental foundation focused in Latin America.

More profile about the speaker
Lisa Gansky | Speaker | TED.com
TED@MotorCity

Lisa Gansky: The future of business is the "mesh"

丽莎·甘思琪:“网”是商业的未来

Filmed:
768,598 views

在TED@汽车城的演讲中,丽莎·甘思琪,《网》的作者,谈到未来商业将以分享所有事物为中心,或是智能型/科技型租赁,或是更大胆的点对点式交易。从音乐行业到汽车行业,同类例子层出不穷。它们向世人宣告,网状时代即将到来。
- Entrepreneur
Lisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it). Full bio

Double-click the English transcript below to play the video.

00:15
I'm speaking请讲 to you about what I call the "mesh网孔."
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今天我要谈的话题,我称之为“网”
00:17
It's essentially实质上 a fundamental基本的 shift转移
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我们和生活中事物间的关系
00:20
in our relationship关系 with stuff东东, with the things in our lives生活.
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发生了根本变化
00:23
And it's starting开始 to look at --
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这种变化体现在-——
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not always and not for everything --
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虽不能一概而论——
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but in certain某些 moments瞬间 of time,
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但有时
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access访问 to certain某些 kinds of goods产品 and service服务
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对于一些特定的产品和服务,我们只需拥有使用权
00:33
will trump王牌 ownership所有权 of them.
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并不需要占用它们
00:35
And so it's the pursuit追求 of better things,
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这样的话,更好的东西
00:37
easily容易 shared共享.
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就可以更容易的被分享
00:39
And we come from a long tradition传统 of sharing分享.
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我们很早就学会分享
00:41
We've我们已经 shared共享 transportation运输.
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分享交通
00:43
We've我们已经 shared共享 wine红酒 and food餐饮
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分享红酒与食物
00:46
and other sorts排序 of fabulous极好 experiences经验
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还有阿姆斯特丹咖啡厅里的
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in coffee咖啡 bars酒吧 in Amsterdam阿姆斯特丹.
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美妙经历
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We've我们已经 also shared共享 other sorts排序 of entertainment娱乐 --
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我们分享其它娱乐方式
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sports体育 arenas竞技场, public上市 parks公园,
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体育馆、公园
00:57
concert音乐会 halls大厅, libraries图书馆,
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音乐厅、图书馆
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universities高校.
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大学
01:01
All these things are share-platforms共享平台,
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这些都是分享平台
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but sharing分享 ultimately最终 starts启动 and ends结束
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但分享最终是跟
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with what I refer参考 to
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我称为“分享平台之母”
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as the "mother母亲 of all share-platforms共享平台."
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的东西密切相关的
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And as I think about the mesh网孔
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一说到“网”
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and I think about, well, what's driving主动 it,
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我就想到,它的驱动因素是什么
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how come it's happening事件 now,
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为何发生在现在
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I think there's a number of vectors矢量
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我想先给你们讲讲几点要素
01:18
that I want to give you as background背景.
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作为背景介绍
01:20
One is the recession不景气 --
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第一,经济衰退
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that the recession不景气 has caused造成 us
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它让我们
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to rethink反思 our relationship关系
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重新审视我们日常生活中的
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with the things in our lives生活 relative相对的 to the value --
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事物与其价值的关系
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so starting开始 to align对齐 the value
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试图追求
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with the true真正 cost成本.
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物有所值
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Secondly其次, population人口 growth发展
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第二,人口增长
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and density密度 into cities城市.
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和城市密度增加
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More people, smaller spaces空间,
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人数不断增加,空间不断减少
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less stuff东东.
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物品也在减少
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Climate气候 change更改:
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气候变化
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we're trying to reduce减少 the stress强调
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我们试图为
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in our personal个人 lives生活 and in our communities社区
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我们的个人生活、社会
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and on the planet行星.
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和地球减压
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Also, there's been this recent最近 distrust怀疑
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此外,还包括最近对各行各业
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of big brands品牌, global全球 big brands品牌,
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知名品牌,全球知名品牌的
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in a bunch of different不同 industries行业,
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不信任
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and that's created创建 an opening开盘.
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故事就这样拉开了序幕
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Research研究 is showing展示 here, in the States状态,
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研究表明,在美国
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and in Canada加拿大 and Western西 Europe欧洲,
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加拿大和西欧
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that most of us are much more open打开
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大多数人更愿意接受
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to local本地 companies公司,
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本土公司
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or brands品牌 that maybe we haven't没有 heard听说 of.
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或闻所未闻的品牌
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Whereas before, we went with the big brands品牌
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但以前,我们只选择
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that we were sure we trusted信任.
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我们百分百相信的大品牌
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And last is that
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最后一点
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we're more connected连接的 now to more people on the planet行星
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我们开始跟这个地球上更多的人
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than ever before --
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产生以前根本不可能的联系
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except for if you're sitting坐在 next下一个 to someone有人.
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当然除了坐在你旁边的人
02:22
(Laughter笑声)
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(笑声)
02:24
The other thing that's worth价值 considering考虑
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还有一点值得我们注意
02:26
is that we've我们已经 made制作 a huge巨大 investment投资
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过去几十年来
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over decades几十年 and decades几十年,
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我们投入大量金钱
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and tens of billions数十亿 of dollars美元
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几十亿美元的
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have gone走了 into this investment投资
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巨额投资
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that now is our inheritance遗产.
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如今为我们带来巨大利益
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It's a physical物理 infrastructure基础设施
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它就是实体基建
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that allows允许 us to get from point A to point B
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它允许我们实现人和物
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and move移动 things that way.
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在A、B两点间的转移
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It's also -- Web卷筒纸 and mobile移动
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还有网络和手机
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allow允许 us to be connected连接的
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连接彼此
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and create创建 all kinds of platforms平台 and systems系统,
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创建各种平台和系统
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and the investment投资 of those technologies技术
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在这些科技
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and that infrastructure基础设施
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和基建上的投入
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is really our inheritance遗产.
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让我们获益良多
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It allows允许 us to engage从事
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我们得以用新奇
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in really new and interesting有趣 ways方法.
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有趣的方式沟通
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And so for me, a mesh网孔 company公司, the "classic经典" mesh网孔 company公司,
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对我而言,网状公司,传统网状公司
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brings带来 together一起 these three things:
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实现了以下3点:
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our ability能力 to connect to each other --
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人们彼此间的连接
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most of us are walking步行 around with these mobile移动 devices设备
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很多人和这些移动设备形影不离
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that are GPS-enabledGPS启用 and Web-enabled网络启用 --
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它们有全球定位系统和上网功能
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allows允许 us to find each other
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能让我们随时随地
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and find things in time and space空间.
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联系他人、获取信息
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And third第三 is that physical物理 things
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第三,你既能在地图上
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are readable可读 on a map地图 --
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找到实物
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so restaurants餐馆, a variety品种 of venues场馆,
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比如餐厅,还有其它场所
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but also with GPS全球定位系统 and other technology技术
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而且能用GPS和其它科技
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like RFIDRFID
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比如无线射频识别技术进行定位
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and it continues继续 to expand扩大 beyond that,
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而且新技术还在层出不穷
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we can also track跟踪 things that are moving移动,
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我们能追踪移动中的物体
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like a car汽车, a taxicab出租车, a transit过境 system系统,
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如汽车、出租车、运输系统
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a box that's moving移动 through通过 time and space空间.
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不受时空限制
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And so that sets up
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它允许我们
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for making制造 access访问 to get goods产品 and services服务
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不用购买所有产品和服务
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more convenient方便 and less costly昂贵 in many许多 cases
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也能以更方便和廉价的方式
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than owning拥有 them.
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使用它们
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For example, I want to use ZipcarZipcar公司.
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例如,我想光顾Zipcar(美国汽车租赁商)
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How many许多 people here have experienced有经验的
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你们谁试过和别人
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car-sharing汽车共享 or bike-sharing自行车共享?
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共享汽车或自行车?
03:52
Wow, that's great. Okay, thank you.
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很多人。好,谢谢
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Basically基本上 ZipcarZipcar公司
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Zipcar其实
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is the largest最大 car-sharing汽车共享 company公司 in the world世界.
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是全球最大的汽车共享公司
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They did not invent发明 car-sharing汽车共享.
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但汽车共享并非他们发明
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Car-sharing汽车共享 was actually其实 invented发明 in Europe欧洲.
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它最先起源于欧洲
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One of the founders创始人 went to Switzerland瑞士,
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其中一位创始人后来去了瑞士
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saw it implemented实施 someplace某个地方,
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看到它在某些地方的流行后
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said, "Wow, that looks容貌 really cool.
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说:“看起来很棒
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I think we can do that in Cambridge剑桥,"
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或许我们能在剑桥试试。”
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brought it to Cambridge剑桥
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于是把这个理念带到了剑桥
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and they started开始 -- two women妇女 --
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她们,两位女性,建立了这间公司
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Robin知更鸟 Chase being存在 the other person who started开始 it.
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罗彬·切斯是另一位创始人
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ZipcarZipcar公司 got some really important重要 things right.
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Zipcar有几点做得很好
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First, they really understood了解
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第一,他们清楚认识到
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that a brand is a voice语音 and a product产品 is a souvenir纪念品.
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品牌是灵魂,而产品只是躯壳
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And so they were very clever聪明
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他们把汽车租赁
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about the way that they packaged包装 car-sharing汽车共享.
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这个理念包装得狠聪明
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They made制作 it sexy性感的. They made制作 it fresh新鲜.
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他们添加了性感和新鲜的元素
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They made制作 it aspirational抱负.
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让人们渴望拥有它
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If you were a member会员 of the club俱乐部,
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若你是会员
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when you're a member会员 of a club俱乐部, you're a ZipsterZipster.
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当你成为了会员,你就是其中一份子
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The cars汽车 they picked采摘的 didn't look like ex-cop前警察 cars汽车
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他们选择的汽车不是过时警车
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that were hollowed挖空 out or something.
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让人感觉空洞沉闷
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They picked采摘的 these sexy性感的 cars汽车.
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他们选择性感火辣的车款
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They targeted针对 to universities高校.
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选择大学生作为目标市场
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They made制作 sure that the demographic人口
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他们确保了汽车
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for who they were targeting针对 and the car汽车 was all matching匹配.
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与目标市场特征相符
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It was a very nice不错 experience经验,
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创造了美妙的体验
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and the cars汽车 were clean清洁 and reliable可靠, and it all worked工作.
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汽车干净、可靠,性能良好
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And so from a branding品牌 perspective透视, they got a lot right.
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他们把品牌打造得很出色
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But they understood了解 fundamentally从根本上
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但他们同时清楚了解到
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that they are not a car汽车 company公司.
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他们不是汽车公司
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They understand理解 that they are an information信息 company公司.
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他们知道自己只是信息公司
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Because when we buy购买 a car汽车
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因为如果我们是买车
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we go to the dealer零售商 once一旦, we have an interaction相互作用, and we're chow州城 --
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我们进厂、交易、付款
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usually平时 as quickly很快 as possible可能.
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一切都很快完事
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But when you're sharing分享 a car汽车 and you have a car-share汽车共享 service服务,
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但若你提供汽车共享服务
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you might威力 use an E.V. to commute改判,
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你可能选择雷诺作为日常交通工具
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you get a truck卡车 because you're doing a home project项目.
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若你要搬家,就可能选择卡车
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When you pick your aunt姑妈 up at the airport飞机场, you get a sedan四门轿车.
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若你要去机车接你阿姨,你选择小轿车
05:24
And you're going to the mountains to ski滑雪,
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若你要去山上滑雪
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you get different不同 accessories饰品 put on the car汽车
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你要把各种所需器材
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for doing that sort分类 of thing.
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放到车上
05:31
Meanwhile与此同时, these guys are sitting坐在 back,
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同时,公司暗地里
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collecting搜集 all sorts排序 of data数据
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收集所有关于
05:36
about our behavior行为 and how we interact相互作用 with the service服务.
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消费者行为和需求的数据
05:39
And so it's not only an option选项 for them,
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这由不得他们选择
05:42
but I believe it's an imperative势在必行
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我认为Zipcar
05:44
for ZipcarZipcar公司 and other mesh网孔 companies公司
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和其它网状公司不得不
05:46
to actually其实 just wow us,
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给我们制造惊喜
05:48
to be like a concierge门房 service服务.
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提供贴心服务
05:51
Because we give them so much information信息,
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因为我们给他们提供了大量信息
05:53
and they are entitled标题 to really see
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他们能真正看到
05:56
how it is that we're moving移动.
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我们如何移动
05:58
They're in really good shape形状 to anticipate预料
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他们很擅长去猜测
06:00
what we're going to want next下一个.
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我们的潜在需求
06:02
And so what percent百分 of the day
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你认为一个人一天中
06:04
do you think the average平均 person uses使用 a car汽车?
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用车的时间有多长?
06:07
What percentage百分比 of the time?
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占多大比例?
06:09
Any guesses猜测?
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你们猜?
06:15
Those are really very good.
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很好
06:18
I was imagining想象 it was like
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一开始
06:20
20 percent百分 when I first started开始.
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我猜大概20%
06:22
The number across横过 the U.S. and Western西 Europe欧洲
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06:24
is eight percent百分.
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是8%
06:26
And so basically基本上 even if you think it's 10 percent百分,
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就当做是10%好了
06:30
90 percent百分 of the time,
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剩下90%的时间
06:32
something that costs成本 us a lot of money --
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这个敲了我们一大笔钱的物品——
06:34
personally亲自, and also we organize组织 our cities城市 around it
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对个人而言,同时对我们的城市也有重大影响
06:36
and all sorts排序 of things --
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还有所有事物
06:38
90 percent百分 of the time it's sitting坐在 around.
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90%的时间,它被闲置一旁
06:41
So for this reason原因,
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因此
06:43
I think one of the other themes主题 with the mesh网孔
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我认为网状的另一个重点
06:45
is essentially实质上 that, if we squeeze hard
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其实是,若我们好好利用
06:47
on things that we've我们已经 thrown抛出 away,
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被抛弃的物品
06:49
there's a lot of value in those things.
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它们仍有极大利用价值
06:51
What set up with ZipcarZipcar公司 -- ZipcarZipcar公司 started开始 in 2000.
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Zipcar如何诞生,Zipcar在2000年成立
06:54
In the last year, 2010,
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去年,2010年
06:56
two car汽车 companies公司 started开始,
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两间汽车公司成立
06:58
one that's in the U.K. called WhipCarWhipCar,
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一间在英国,叫Whipcar
07:01
and the other one, RelayRides旅程接力, in the U.S.
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另一间在美国,叫Relayrides
07:03
They're both peer-to-peer点对点 car-sharing汽车共享 services服务,
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他们都是点对点汽车租赁公司
07:06
because the two things that really work for car-sharing汽车共享
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汽车租赁成功的两点关键是
07:09
is, one, the car汽车 has to be available可得到,
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一,必须有车
07:12
and two, it's within one or two blocks
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二,必须离你近
07:14
of where you stand.
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大概只有一两个街区的距离吧
07:16
Well the car汽车 that's one or two blocks from your home or your office办公室
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而离你家或公司很近的
07:18
is probably大概 your neighbor's邻居 car汽车,
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很可能是你邻居的车
07:20
and it's probably大概 also available可得到.
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闲置的可能性也大
07:22
So people have created创建 this business商业.
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于是这种交易方式诞生了
07:25
ZipcarZipcar公司 started开始 a decade earlier,
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Zipcar在十年前,2000年
07:27
in 2000.
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成立
07:29
It took them six years年份
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他们花了六年时间
07:31
to get 1,000 cars汽车 in service服务.
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为公司找到1000辆车子
07:33
WhipCarWhipCar, which哪一个 started开始 April四月 of last year,
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而在去年四月成立的Whipcar
07:35
it took them six months个月
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花了六个月
07:37
to get 1,000 cars汽车 in the service服务.
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就找来了1000辆汽车
07:39
So, really interesting有趣.
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很有意思
07:41
People are making制造 anywhere随地 between之间
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人们在自己不用车时
07:43
200 and 700 dollars美元 a month
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把车租给邻居
07:45
letting出租 their neighbors邻居 use their car汽车 when they're not using运用 it.
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每月能有200-700美元的额外收入
07:48
So it's like vacation假期 rentals出租 for cars汽车.
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把度假别墅租赁的概念用到汽车上
07:52
Since以来 I'm here --
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今天我在这里的原因
07:54
and I hope希望 some people in the audience听众
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我希望在坐的也有从事
07:56
are in the car汽车 business商业 --
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汽车行业的人
07:58
(Laughter笑声)
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(笑声)
08:00
-- I'm thinking思维 that, coming未来 from the technology技术 side of things --
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我在想,从科技的角度来说
08:03
we saw cable-ready有线就绪 TVs电视
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我们有有线电视
08:06
and WiFi-ready支持WiFi Notebooks笔记本电脑 --
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配备无线上网的笔记本电脑
08:09
it would be really great if, any minute分钟 now,
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若某一天你们能开间汽车公司
08:12
you guys could start开始 rolling压延 share-ready份额就绪 cars汽车 off.
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能随时提供租赁服务,那就太棒了
08:15
Because it just creates创建 more flexibility灵活性.
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这给人们带来极大的便利
08:17
It allows允许 us as owners拥有者 to have other options选项.
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同时也为车主提供了其他选择
08:20
And I think we're going there anyway无论如何.
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我认为这总有一天会实现
08:22
The opportunity机会 and the challenge挑战 with mesh网孔 businesses企业 --
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网状交易的机遇和挑战
08:25
and those are businesses企业 like ZipcarZipcar公司 or NetflixNetflix公司
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——像Zipcar和Netflix这种
08:27
that are full充分 mesh网孔 businesses企业,
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完全依赖网状的公司
08:30
or other ones那些 where you have a lot of the car汽车 companies公司,
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或很多其它汽车公司
08:33
car汽车 manufacturers制造商,
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汽车制造商
08:35
who are beginning开始 to offer提供
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开始提供
08:37
their own拥有 car-share汽车共享 services服务
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自己的汽车租赁服务
08:39
as well as a second第二 flanker侧卫 brand,
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新生品牌也不例外
08:41
or as really a test测试, I think --
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或只是个测试,我认为
08:43
is to make sharing分享 irresistible不可抗拒.
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——让共享服务拥有无法抗拒的魅力
08:45
We have experiences经验 in our lives生活, certainly当然,
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我们在生活中当然也体验到
08:48
when sharing分享 has been irresistible不可抗拒.
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分享的魅力
08:50
It's just, how do we make that recurrent复发
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问题在于如何让它在一个大群体中
08:52
and scale规模 it?
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实现?
08:54
We know also, because we're connected连接的 in social社会 networks网络,
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我们还知道,我们在社会网络中彼此连接
08:57
that it's easy简单 to create创建 delight
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很容易让事情有
08:59
in one little place地点.
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事半功倍的效果
09:01
It's contagious传染性的 because we're all connected连接的 to each other.
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因为我们彼此连接,这种效果传播得更快
09:04
So if I have a terrific了不起 experience经验
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如果我碰到一件很棒的事情
09:06
and I tweet鸣叫 it, or I tell five people standing常设 next下一个 to me, news新闻 travels旅行.
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我把它发布在Tweeter上,或我告诉身边的五个人,一传十十传百
09:10
The opposite对面, as we know, is also true真正,
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反之亦然
09:12
often经常 more true真正.
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有时候还更明显
09:14
So here we have LudoTruckLudoTruck, which哪一个 is in L.A.,
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洛杉矶有间LudoTruck
09:16
doing the things that gourmet美食 food餐饮 trucks卡车 do,
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和其它流动食品车类似
09:18
and they've他们已经 gathered云集 quite相当 a following以下.
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他们引来了一大批追随者
09:21
In general一般, and maybe, again, it's because I'm a tech高科技 entrepreneur企业家,
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总而言之,或许因为我是技术型企业家
09:24
I look at things as platforms平台.
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我把它们看作平台
09:26
Platforms平台 are invitations邀请函.
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平台向人们发出邀请
09:28
So creating创建 CraigslistCraigslist的
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Craigslist(大型免费分类广告网站)
09:30
or iTunesiTunes的 and the iPhone苹果手机 developer开发人员 network网络,
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iTunes和iPhone开发商网络
09:33
there are all these networks网络 -- FacebookFacebook的 as well.
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各种网络,还有Facebook
09:35
These platforms平台 invite邀请 all sorts排序 of developers开发商
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这些平台吸引各种开发人员
09:38
and all sorts排序 of people
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和其他各色人等
09:40
to come with their ideas思路 and their opportunity机会
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分享他们的想法和机遇
09:42
to create创建 and target目标 an application应用
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针对某个目标群体
09:45
for a particular特定 audience听众.
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创建应用程序
09:47
And honestly老老实实, it's full充分 of surprises惊喜.
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坦白说,惊喜连连
09:49
Because I don't think any of us in this room房间
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我想在座各位
09:52
could have predicted预料到的 the sorts排序 of applications应用
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没人会预料到Facebook及其相关
09:54
that have happened发生 at FacebookFacebook的, around FacebookFacebook的,
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各种应用程序的诞生吧
09:57
for example, two years年份 ago,
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例如,两年前
09:59
when Mark标记 announced公布
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当Mark宣布
10:01
that they were going to go with a platform平台.
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他们打算创建这样一个平台的时候
10:03
So in this way, I think that cities城市 are platforms平台,
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同样,城市也是平台
10:06
and certainly当然 Detroit底特律 is a platform平台.
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底特律当然也是个平台
10:09
The invitation请帖 of bringing使
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它们吸引
10:11
makers制造商 and artists艺术家 and entrepreneurs企业家 --
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制造商、艺术家和企业家
10:13
it really helps帮助 stimulate刺激 this fiery火热 creativity创造力
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激起源源不断的创造力
10:16
and helps帮助 a city to thrive兴旺.
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让一个城市变得欣欣向荣
10:18
It's inviting诱人的 participation参与,
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它邀请人们参与到其中
10:20
and cities城市 have, historically历史,
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而城市自古以来
10:22
invited邀请 all sorts排序 of participation参与.
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邀请各种人的加入
10:24
Now we're saying that there's other options选项 as well.
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但同时也有其它可能性
10:27
So, for example, city departments部门
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例如,城市部门
10:29
can open打开 up transit过境 data数据.
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能公开运输数据
10:31
Google谷歌 has made制作 available可得到 transit过境 data数据 APIAPI.
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Google已经提供了运输数据的应用程序接口(API)
10:34
And so there's about seven or eight cities城市 already已经 in the U.S.
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美国已有七、八个城市
10:37
that have provided提供 the transit过境 data数据,
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提供传输数据
10:39
and different不同 developers开发商 are building建造 applications应用.
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开发人员也在开发各种应用程序
10:41
So I was having a coffee咖啡 in Portland波特兰,
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有天我在波特兰喝咖啡
10:44
and half-of-a-latte半-A-拿铁 in
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才刚喝到一半
10:47
and the little board in the cafe咖啡店
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咖啡厅里的告示板
10:50
all of a sudden突然 starts启动 showing展示 me
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突然显示
10:52
that the next下一个 bus总线 is coming未来 in three minutes分钟
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下一班公车将在3分钟后到达
10:54
and the train培养 is coming未来 in 16 minutes分钟.
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火车将在16分钟后到达
10:56
And so it's reliable可靠, real真实 data数据
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我在咖啡厅里亲眼看到
10:58
that's right in my face面对, where I am,
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这个可靠、真实的数据
11:00
so I can finish the latte拿铁.
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所以我能及时喝完咖啡
11:03
There's this fabulous极好 opportunity机会 we have across横过 the U.S. now:
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如今我们在美国也能享受此般美妙待遇了
11:05
about 21 percent百分
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商业和工业
11:07
of vacant空的 commercial广告 and industrial产业 space空间.
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21%的闲置空间
11:10
That space空间 is not vital重要.
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可有可无
11:13
The areas around it lack缺乏 vitality活力
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周边区域缺乏活力
11:16
and vibrancy活力 and engagement订婚.
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生机和人气
11:18
There's this thing -- how many许多 people here
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还有一点——多少人
11:20
have heard听说 of pop-up弹出 stores商店 or pop-up弹出 shops商店?
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听说过弹出式商店?
11:23
Oh, great. So I'm a big fan风扇 of this.
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很好。我很喜欢这种商店
11:26
And this is a very mesh-y目-Y thing.
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它的网状特点很明显
11:29
Essentially实质上, there are all sorts排序
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在奥克兰我家附近
11:32
of restaurants餐馆 in Oakland奥克兰, near where I live生活.
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有各种餐厅
11:35
There's a pop-up弹出 general一般 store商店 every一切 three weeks,
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每三周就有一个弹出式商店出现
11:38
and they do a fantastic奇妙 job工作
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他们为美食家
11:40
of making制造 a very social社会 event事件
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举办一个很精彩的
11:43
happening事件 for foodies美食家.
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社交活动
11:45
Super fun开玩笑, and it happens发生 in a very transitional过渡 neighborhood邻里.
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非常有趣,而且它发生在一个过渡性的社区环境
11:49
Subsequent随后 to that,
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后来
11:51
after it's been going for about a year now,
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在它持续了一年后
11:54
they actually其实 started开始 to lease and create创建 and extend延伸.
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他们开始出租、创造和延伸
11:57
An area that was edgy-artsy前卫,艺术气息
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一个冷清的小区
12:00
is now starting开始 to become成为 much cooler冷却器
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开始变得活力充沛
12:02
and engage从事 a lot more people.
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人气很旺
12:04
So this is an example.
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举个例子
12:06
The Crafty狡猾 Fox狐狸 is this woman女人 who's谁是 into crafts工艺,
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创意达人是个很喜欢工艺品的女性
12:09
and she does these pop-up弹出 crafts工艺 fairs展销会 around London伦敦.
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她在伦敦附近举办弹出式工艺品集市
12:12
But these sorts排序 of things are happening事件
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这些事情发生在
12:14
in many许多 different不同 environments环境.
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很多迥然不同的环境中
12:16
From my perspective透视, one of the things pop-up弹出 stores商店 do
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在我看来,弹出式商店的特点之一
12:19
is create创建 perishability易腐烂 and urgency.
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就是创造易逝性和紧急性
12:22
It creates创建 two of the favorite喜爱 words of any businessperson商人:
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它创造了所有商人最爱听的一个词
12:25
sold出售 out.
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售罄
12:27
And the opportunity机会 to really focus焦点 trust相信 and attention注意
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能聚集信任和关注
12:30
is a wonderful精彩 thing.
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是件很棒的事
12:33
So a lot of what we see in the mesh网孔,
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我们在这张网中所看到的
12:35
and a lot of what we have in the platform平台 that we built内置
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在这个我们创建的平台中所拥有的
12:37
allows允许 us to define确定, refine提炼 and scale规模.
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允许我们将其定义、改进和规模化
12:40
It allows允许 us to test测试 things as an entrepreneur企业家,
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允许我们能像企业家那样测试事物
12:43
to go to market市场,
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进入市场
12:45
to be in conversation会话 with people,
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与人们沟通
12:47
listen, refine提炼 something and go back.
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聆听、改进和回归
12:50
It's very cost-effective经济有效,
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低投入、高产出
12:52
and it's very mesh-y目-Y.
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网状特性很强
12:54
The infrastructure基础设施 enables使 that.
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其基础设施是前提条件
12:58
In closing关闭, and as we're moving移动 towards the end结束,
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今天的谈话即将结束,总而言之
13:01
I just also want to encourage鼓励 --
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我想鼓励大家
13:03
and I'm willing愿意 to share分享 my failures故障 as well,
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我也乐意分享我的失败经验
13:05
though虽然 not from the stage阶段.
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但不是大庭广众之下
13:07
(Laughter笑声)
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(笑声)
13:09
I would just like to say that one of the big things,
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我只想强调一点
13:11
when we look at waste浪费
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当我们想节约
13:13
and when we look at ways方法 that we can really be generous慷慨
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想做到宽宏大量
13:15
and contribute有助于 to each other,
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对社会有所贡献
13:17
but also move移动 to create创建 a better economic经济 situation情况
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为创造更好的经济状况
13:20
and a better environmental环境的 situation情况,
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和环境而行动
13:23
is by sharing分享 failures故障.
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我们就要分享失败
13:25
And one quick example
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举个简单例子
13:27
is VelibVelib, in 2007,
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2007年,Velib(自行车出租服务商)
13:29
came来了 forward前锋 in Paris巴黎
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来到巴黎
13:31
with a very bold胆大 proposition主张,
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提出一个大胆的建议
13:33
a very big bike-sharing自行车共享 service服务.
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提供大型自行车出租服务
13:35
They made制作 a lot of mistakes错误.
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他们犯下很多错误
13:37
They had some number of big successes成功.
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同时也取得过巨大成功
13:39
But they were very transparent透明, or they had to be,
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但他们公布了一切,或许不得已而为之
13:42
in the way that they exposed裸露
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他们告诉公众
13:45
what worked工作 and didn't work.
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哪条路可行,哪条路不可行
13:47
And so B.C. in Barcelona巴塞罗那
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于是巴塞罗那的B.C.公司
13:50
and B-cycleB-周期
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和B-cycle公司
13:52
and Boris鲍里斯 Bikes自行车 in London伦敦 --
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还有伦敦的Boris自行车出租公司
13:54
no one has had to repeat重复
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没人重蹈
13:56
the version 1.0 screw-ups螺丝起坐
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它的覆辙
13:59
and expensive昂贵 learning学习 exercises演习
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不必再为在巴黎那样的失败教训
14:01
that happened发生 in Paris巴黎.
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付出昂贵的学费
14:03
So the opportunity机会 when we're connected连接的
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我们彼此连接的同时,也有机会
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is also to share分享 failures故障 and successes成功.
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分享成功与失败
14:09
We're at the very beginning开始 of something
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我们在一个新起点上
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that, what we're seeing眼看
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我们所面临的
14:13
and the way that mesh网孔 companies公司 are coming未来 forward前锋,
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网状公司的未来
14:15
is inviting诱人的, it's engaging, but it's very early.
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将吸引更多人的眼光,但尚在起步阶段
14:18
I have a website网站 -- it's a directory目录 --
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我有个工商名录的网址
14:21
and it started开始 with about 1,200 companies公司,
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刚开始只有1200间公司
14:23
and in the last two-and-a-half两个半 months个月
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在最后两个半月
14:25
it's up to about 3,300 companies公司.
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数量多达3300
14:27
And it grows成长 on a very regular定期 daily日常 basis基础.
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每天都在稳定增长
14:31
But it's very much at the beginning开始.
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但仍在起步阶段
14:33
So I just want to welcome欢迎 all of you onto the ride.
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我想邀请所有人加入这一行列
14:36
And thank you very much.
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非常感谢
14:38
(Applause掌声)
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(掌声)
Translated by Jing ZHENG
Reviewed by Xinli Geng

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ABOUT THE SPEAKER
Lisa Gansky - Entrepreneur
Lisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it).

Why you should listen

Lisa Gansky is the author of The Mesh: Why the Future of Business Is Sharing, and the “instigator” behind the Mesh Directory (http://meshing.it). She often speaks on the topic of technology, social currency and business platforms and models.

For more than 18 years, Gansky has been an entrepreneur and environmentalist focused on building companies and supporting ventures where there is an opportunity for well-timed disruption and a resounding impact. A founder and CEO of several internet companies, including GNN (the first commercial web publication) and the largest consumer photo sharing and print service, Ofoto (now Kodak Gallery), Gansky’s attention is on sustainable ventures with positive social impact. Gansky currently serves as a Director of Dos Margaritas, an environmental foundation focused in Latin America.

More profile about the speaker
Lisa Gansky | Speaker | TED.com