ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.

Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speaker
Daniel Schnitzer | Speaker | TED.com
TEDxPittsburgh

Daniel Schnitzer: Inventing is the easy part. Marketing takes work

Daniel Schnitzer: Inventing is the easy part

Filmed:
346,705 views

Daniel Schnitzer knew that small-scale solar products (like solar-powered LED lightbulbs) could transform the lives of rural Haitians, but found that despite their value, they wouldn't simply sell themselves. At TEDxPittsburgh, he explains how health and energy solutions for the developing world are useless unless the market works too. (Filmed at TEDxPittsburgh.)
- Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio

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

00:11
So, without romanticizing浪漫化 this too much:
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不要把这太浪漫化。
想象一下,每晚你用
煤油和蜡烛照亮屋子,
00:14
imagine想像 that you light your home
with kerosene煤油 and candles蜡烛 every一切 night,
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然后用木炭生火,
00:18
and that you do all of your cooking烹饪
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准备一日三餐。
00:19
with charcoal木炭.
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这就是世界上最贫困的二十亿人口
00:20
This is how the world's世界
two billion十亿 poorest最穷 people
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00:23
cook厨师 and light their homes家园 every一切 day.
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每天做饭和照明的方式。
这不仅不方便,
00:25
This isn't just inconvenient不方便,
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而且低效,
00:27
this is inefficient低效,
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昂贵,
00:29
it's expensive昂贵,
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危害人类健康,损害环境,
00:30
it's harmful有害 to human人的 health健康,
harmful有害 to the environment环境,
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更无任何生产性可言。
00:33
and it's unproductive非生产性.
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这就是资源短缺。
00:34
And that's energy能源 poverty贫穷.
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让我举几个例子。
00:36
So let me give you a couple一对 of examples例子.
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我在海地工作,
00:38
I work in Haiti海地,
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在那儿差不多80%的人们
生活在资源短缺之中。
00:39
where about 80% of the population人口
lives生活 in energy能源 poverty贫穷.
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平均每户总收入的10%
00:43
The average平均 household家庭
spends 10% of its income收入
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要花在煤油照明上——
00:47
on kerosene煤油 for lighting灯光
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这比例差不多是美国平均每户
00:49
that's an order订购 of magnitude大小 greater更大
than what the average平均 US household家庭 spends
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在电力照明上花费的十倍。
00:54
on electricity电力 to light their homes家园.
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2008年海地的季节飓风造成了
00:57
The 2008 hurricane飓风 season季节 in Haiti海地 caused造成
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将近10亿美元的损失,
00:59
about one billion十亿 dollars美元 in damage损伤.
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是他们国民生产总值的六倍。
01:01
That was a sixth第六 of their GDPGDP.
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损失如此严重的原因
01:04
The damage损伤 was so severe严重
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是因为海地的
主要能源燃料——煤炭
01:05
because the primary energy能源 fuel汽油
in Haiti海地 is charcoal木炭,
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是由树木制造的,
01:08
which哪一个 is made制作 from trees树木,
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这也导致这个国家的森林
几乎被采伐一空。
01:10
and has left the country国家
almost几乎 completely全然 deforested砍伐.
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01:13
Without没有 trees树木, the country国家 can't absorb吸收
heavy rains降雨 and massive大规模的 flooding洪水,
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没有树木,这个国家就
无法承受暴雨和巨大的洪水,
便导致了如此严重的后果。
01:17
as a result结果.
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所以在工业化的世界中,
01:19
So in the industrialized工业化 world世界,
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为了从使用能源的外部效应中
保护自身,我们建造了高墙,
01:20
we built内置 walls墙壁 that protect保护 us
from the externalities外部性 of our energy能源 use;
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我们能够清理急迫的环境灾害,
01:24
we can afford给予 to clean清洁 up acute急性
environmental环境的 disasters灾害;
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并且能够调理慢性环境疾病,
01:28
and we can also afford给予
to adapt适应 to chronic慢性 conditions条件
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像气候变化。
01:31
like climate气候 change更改.
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但海地做不到,
他们没有这个能力。
01:33
That's not the case案件 for Haiti海地.
They can't afford给予 this.
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他们唯一能把自己
从资源短缺中拯救出来的方法
01:36
The only way they're going to lift电梯
themselves他们自己 out of energy能源 poverty贫穷
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是使用更加高效的能源,
01:39
is by adapting适应 fuels燃料
that are more efficient高效,
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更省钱的,
01:42
that are less expensive昂贵,
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对人体健康,对环境更好的,
01:43
that are better for human人的 health健康,
better for the environment环境
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并且更具有生产性的能源。
01:46
and that are more productive生产的.
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所以就需要新能源和科技的存在,
01:48
So it turns out that those fuels燃料
and technologies技术 exist存在,
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这就是其中的一个例子。
01:50
and this is an example of that.
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这是个太阳能LED灯泡
01:52
This is a solar太阳能 LED lightbulb灯泡
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我们在海地的乡下
以零售价10美元出售。
01:55
that we sell for a retail零售 price价钱
of about 10 dollars美元 in rural乡村 Haiti海地.
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这价格对于平均的海地家庭来说,
02:00
That's a payback回报 period
of less than three months个月
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可以在三个月之内回本。
02:03
for the average平均 Haitian海地 household家庭.
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02:07
The prescriptions处方 to solve解决 energy能源 poverty贫穷
seems似乎 pretty漂亮 straightforward直截了当:
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解决能源短缺的对策
似乎十分的简单:
你发明一些能取得
巨大投资回报的科技,
02:11
you develop发展 these technologies技术
that have a great return返回 on investment投资,
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人们就会把它们哄抢一空。
02:14
and people should be snatching them up.
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但事实并非如此。
02:16
But that's not the case案件.
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我第一次到海地是在2008年8月,
02:18
The first time I ever went down to Haiti海地
was in August八月 of 2008,
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02:21
sort分类 of on a whim怪念头,
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因为一时兴起,
我在这个国家的南部乡村做田野考察,
02:22
and I was fielding守备 surveys调查
in the rural乡村 south of the country国家
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评估能源短缺程度。
02:25
to assess评估 the extent程度 of energy能源 poverty贫穷.
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晚上我有时会在周围走走,
02:27
And at night, I would go around sometimes有时
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和街上的摊贩们闲聊,
02:30
and I would speak说话 with the street vendors供应商
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看看他们是否有兴趣
购买这些太阳能LED灯泡。
02:32
and see if they were interested有兴趣
in buying购买 these solar太阳能 LED lamps灯具.
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我遇到一位拒绝购买的女子,
02:35
One woman女人 who I encountered遇到
turned转身 down my offer提供,
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她说,“Mon chéri, c'est trop Cher,”
02:38
and she said, “Mon周一 chCHéri,
c'est花莲 trop热带 Cher切尔,”
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大概的意思是,
“亲爱的,这太贵了。”
02:41
which哪一个 basically基本上 means手段,
“My dear, it's too expensive昂贵.”
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但我试着向她解释,
02:43
But I tried试着 to explain说明 to her,
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“你看,这会帮你省一大笔钱。
02:45
“Look, this is going to save保存 you
a lot of money,
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而且它的照明功能
02:47
and it's going to give
you even better light
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比你现在用的煤炭更好。”
02:49
than what you're using运用
now with the kerosene煤油.”
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最后我还是没卖出去,
02:52
So I didn't make the sale拍卖,
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但是我学到了非常重要的一课,
02:53
but I did learn学习 a really important重要 lesson,
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那就是科技,产品本身,
02:55
which哪一个 is that technology技术, products制品,
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并不能结束能源短缺的困境。
02:57
were not going to end结束 energy能源 poverty贫穷.
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必须要让它们走进人们的生活。
03:00
Instead代替, access访问 was going to.
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具体来说,有两种方法
03:02
Specifically特别, there are
two types类型 of access访问
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能够终结资源短缺:
03:05
that are going to end结束 energy能源 poverty贫穷:
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一是物理方法,一是经济方法。
03:07
there's physical物理 access访问,
and there's financial金融 access访问.
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03:10
So, physical物理 access访问 --
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那么,物理方法
03:12
what does that mean?
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是什么意思呢?
对于发展中国家的
低收入家庭来说,
03:14
It's very expensive昂贵 for low-income低收入
households in developing发展 countries国家
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去往主要商业中心的交通费用很高。
03:18
to reach达到 major重大的 centers中心 of commerce商业.
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并且对他们来说,
在亚马逊上下单几乎是不可能的。
03:20
And it's basically基本上 impossible不可能 for them
to order订购 something off Amazon亚马逊.comCOM.
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“最后一英里”
03:24
“The last mile英里” is a phrase短语
that's normally一般 associated相关
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是个经常和通信工业
联系在一起的词。
03:27
with the telecommunications电信 industry行业.
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意思是最后一段连接
客户和提供者的线路
03:29
It means手段 that last bit
of wire线 that's necessary必要
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03:31
to connect the customer顾客 to the provider提供商.
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是必不可少的。
所以要解决资源短缺,
我们需要“最后一公里”的零售商,
03:33
What we need for ending结尾 energy能源 poverty贫穷
are last-mile最后一英里 retailers零售商
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把这些清洁能源产品带给人们。
03:39
that bring带来 these clean清洁 energy能源
products制品 to the people.
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煤油和木炭的价值链已经说明:
03:42
The kerosene煤油 and charcoal木炭 value chains
already已经 figured想通 this out:
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这些燃料在整个国家中十分普遍。
03:45
those fuels燃料 are ubiquitous普及
across横过 the entire整个 country国家.
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你可以去海地最偏远的村庄,
03:48
You can go to the most remote远程
village in Haiti海地
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会发现就算是这里
也会有人在卖煤油和木炭。
03:51
and you will find somebody
selling销售 kerosene煤油 and charcoal木炭.
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那么另一个实现目的的
方法就是:经济资助。
03:54
So the other type类型 of access访问: financial金融.
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我们都知道清洁能源产品,科技,
03:57
We all know that clean清洁 energy能源
products制品, technologies技术,
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一般前期投入成本都比较高,
04:01
tend趋向 to be characterized特征
by higher更高 upfront前期 costs成本,
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但是运作成本非常低。
04:03
but very low operating操作 costs成本.
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在工业化的世界里,
04:05
And so in the industrialized工业化 world世界,
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我们有着十分慷慨的补助
可以有针对性地
04:07
we have very generous慷慨 subsidies补贴
that are specifically特别 designed设计
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降低那些前期成本。
04:10
to bring带来 down those upfront前期 costs成本.
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海地却没有这些补助。
04:12
Those subsidies补贴 don't exist存在 in Haiti海地.
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他们有的只是小额贷款。
04:14
What they do have is microfinance小额贷款.
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但如果期望海地人会出门去贷款,
04:17
But you're going to severely严重 diminish减少
the value proposition主张
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再回来找零售商,
04:20
of your clean清洁 energy能源 product产品
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然后再购买清洁能源产品的话,
04:21
if you expect期望 somebody in Haiti海地
to go out, get a microloan小额贷款,
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就会严重地降低
04:25
go back to the retailer零售商,
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清洁能源产品的价值定位。
04:26
and then buy购买 the clean清洁 energy能源 product产品.
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04:29
So the prescription处方 to end结束 energy能源 poverty贫穷
is much more complicated复杂
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所以解决能源短缺的对策
比产品本身更加复杂。
04:33
than simply只是 products制品.
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我们需要把资助的方法直接整合成
04:35
We need to integrate整合 financial金融 access访问
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首创的、革新的分配模型。
04:38
directly into new, innovative创新
distribution分配 models楷模.
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这是什么意思呢?
04:42
What does that mean?
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即将零售商与消费信贷绑定
(卖家替买家贷款,买家只需按期还款)
04:43
That means手段 bundling捆绑 consumer消费者 credit信用
with the retailer零售商.
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这对于Bloomingdale百货公司
(美国知名百货公司)来说很简单,
04:46
This is really easy简单
for Bloomingdale布鲁明戴尔’s to do,
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但对于海地的乡下
代理销售商来说却不简单。
04:49
but it's not so easy简单 for a rural乡村
sales销售 agent代理人 in Haiti海地 to do.
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我们需要改变现金流的方向,
04:53
We need to redirect重定向 cash现金 flows流动
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从现在散布在美国的
海地人的现金流中
04:56
that are going now
from the diaspora散居 in the United联合的 States状态
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通过西部联合电报公司
直接把现金汇款
04:59
through通过 Western西 Union联盟
wire线 transfers转让 in cash现金
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转变为清洁能源产品,
05:02
directly into clean清洁 energy能源 products制品
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最后通过递送或自行取货,到达
他们在海地的朋友们或家人的手中。
05:04
that can be delivered交付 to or picked采摘的 up by
their friends朋友 or family家庭 in Haiti海地.
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所以下次当你听到
一项新技术或产品
05:08
So the next下一个 time you hear
about a technology技术 or product产品
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将会改变世界时,
05:11
that's going to change更改 the world世界,
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保持一点怀疑。
05:13
be a little bit skeptical怀疑的.
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赛格威(电动代步车)的
发明者Dean Kamen,
05:14
The inventor发明者 Dean院长 Kamen假面,
the guy who invented发明 the Segway赛格威,
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一个任何意义上的天才,
05:18
a genius天才 by any standards标准,
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曾经说过,他的工作是简单的,
发明东西是简单的,
05:19
once一旦 said that his job工作 is easy简单,
inventing发明了 things is easy简单,
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难的部分是技术的传播 ——
05:25
the hard part部分 is the technology技术
dissemination传播 --
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是把那些科技和产品
05:28
it's getting得到 those
technologies技术 and products制品
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传递到最需要它们的人手中。
05:30
to the people who need it most.
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谢谢。
05:32
Thank you.
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(掌声)
05:33
(Applause掌声)
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Translated by Lyn Huang
Reviewed by Kai Lu

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ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.

Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speaker
Daniel Schnitzer | Speaker | TED.com