ABOUT THE SPEAKER
Tim Leberecht - Business romantic
A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work.

Why you should listen
In his book The Business Romantic: Give Everything, Quantify Nothing, and Create Something Greater Than Yourself, Tim Leberecht invites us to rediscover romance, beauty and serendipity by designing products, experiences, and organizations that "make us fall back in love with our work and our life." The book inspired the creation of the Business Romantic Society, a global collective of artists, developers, designers and researchers who share the mission of bringing beauty to business. Now running strategy consulting firm Leberecht & Partners, he was previously the chief marketing officer at NBBJ, a global design and architecture firm, and at Frog Design. He also co-founded the "15 Toasts" dinner series that creates safe spaces for people to have conversations on difficult topics.
More profile about the speaker
Tim Leberecht | Speaker | TED.com
TEDGlobal 2012

Tim Leberecht: 3 ways to (usefully) lose control of your brand

提姆‧拉伯瑞克:品牌“失控”三原则

Filmed:
1,029,270 views

个人、公司或品牌可以有效管理自身名誉的时代已经过去了(如果曾经有过这个时代的话)。线上聊天和倾向性评论会无止无休、天马行空地围绕着你,而且完全不由你控制。提姆‧拉伯瑞克提供了三种接受、甚至设计这种“失控”的绝妙方法,同时你可以用它作为重新建立价值观的驱动力。
- Business romantic
A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work. Full bio

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

00:16
Companies公司 are losing失去 control控制.
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许多公司正在丧失控制权
00:19
What happens发生 on Wall Street
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发生在华尔街的事
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no longer stays入住 on Wall Street.
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已从华尔街日报上消失
00:23
What happens发生 in Vegas拉斯维加斯 ends结束 up on YouTubeYouTube的. (Laughter笑声)
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发生在拉斯维加斯的事却荣登YouTube(笑声)
00:27
Reputations名誉 are volatile挥发物. Loyalties忠诚 are fickle薄情.
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名声和忠诚变得反覆无常
00:31
Management管理 teams球队 seem似乎 increasingly日益
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管理层似乎与他们的员工
00:34
disconnected断开的 from their staff员工. (Laughter笑声)
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背道而驰。(笑声)
(图中文字:“高盛将有良知的员工关在单独的格子间里办公”洋葱网)
00:37
A recent最近 survey调查 said that 27 percent百分 of bosses老板 believe
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最近一项调查显示,27%的老板觉得
00:40
their employees雇员 are inspired启发 by their firm公司.
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其员工受到了公司的激励
00:43
However然而, in the same相同 survey调查, only four percent百分
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结果呢,同样还是这个调查称
00:45
of employees雇员 agreed同意.
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只有4%的员工这么想
00:48
Companies公司 are losing失去 control控制
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许多公司正在失去对
00:50
of their customers顾客 and their employees雇员.
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顾客和员工的控制
00:53
But are they really?
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不过他们真的失去了么?
00:56
I'm a marketer营销, and as a marketer营销, I know
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我是个营销人员,作为一个营销人员,我知道自己
00:59
that I've never really been in control控制.
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从来没有真正地控制过什么
01:02
Your brand is what other people say about you
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谚语说:你的品牌是你不房间里的时候
01:05
when you're not in the room房间, the saying goes.
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别人对你的评价
01:08
Hyperconnectivity超级连接 and transparency透明度 allow允许 companies公司
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网络的超连通性和高透明度让公司
01:12
to be in that room房间 now, 24/7.
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全天24小时都在那个房间里
01:15
They can listen and join加入 the conversation会话.
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他们可以聆听并参与谈话
01:17
In fact事实, they have more control控制 over the loss失利 of control控制
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实际上,公司通过"失控",反而拥有了
01:20
than ever before.
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前所未有的掌控力
01:23
They can design设计 for it. But how?
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他们可以自己来设计。但是怎么做呢?
01:26
First of all, they can give employees雇员 and customers顾客 more control控制.
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首先,他们能给予顾客和员工更多的控制权
01:29
They can collaborate合作 with them on the creation创建 of ideas思路,
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公司可以在理念、知识、
01:33
knowledge知识, content内容, designs设计 and product产品.
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内容、设计以及产品的创造上跟他们合作
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They can give them more control控制 over pricing价钱,
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公司还可以给顾客更多定价权
01:39
which哪一个 is what the band Radiohead电台司令 did
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就像电台司令乐队使用
01:41
with its pay-as-you-like随收随付你样 online线上 release发布 of its album专辑
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“买者定价”的方式在网上发布新专辑
01:44
"In Rainbows彩虹." Buyers买家 could determine确定 the price价钱,
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“在彩虹中”时一样,顾客可以自行决定价格
01:47
but the offer提供 was exclusive独家, and only stood站在 for a limited有限 period of time.
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不过商品的数量和销售时间则是有限的
01:51
The album专辑 sold出售 more copies副本 than previous以前 releases发布 of the band.
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而这张唱片比之前的几张卖的都要好
01:55
The Danish丹麦 chocolate巧克力 company公司 Anthon安森 Berg伯格
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丹麦巧克力公司Anthon Berg在哥本哈根
01:59
opened打开 a so-called所谓 "generous慷慨 store商店" in Copenhagen哥本哈根.
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开了一家“慷慨商店”
02:02
It asked customers顾客 to purchase采购 chocolate巧克力
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它要求顾客对所爱的人做出“善行承诺”
02:04
with the promise诺言 of good deeds行为 towards loved喜爱 ones那些.
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然后用这个承诺作为货币来“购买”巧克力
02:08
It turned转身 transactions交易 into interactions互动,
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这使得交易变成了互动
02:11
and generosity慷慨 into a currency货币.
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慷慨变成了货币
02:13
Companies公司 can even give control控制 to hackers黑客.
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公司甚至还可以给黑客一些权利
02:16
When Microsoft微软 KinectKinect的 came来了 out,
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当微软发布Kinect时
02:19
the motion-controlled运动控制 add-on加上 to its Xbox的Xbox gaming赌博 console安慰,
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这种用动作操控Xbox的设备
02:23
it immediately立即 drew德鲁 the attention注意 of hackers黑客.
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很快吸引了大量黑客的目光
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Microsoft微软 first fought战斗 off the hacks黑客, but then shifted course课程
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微软起初极力遏制黑客,后来却反其道而行之
02:30
when it realized实现 that actively积极地 supporting支持 the community社区
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因为它意识到主动支持这些家伙
02:32
came来了 with benefits好处.
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利大于弊
02:34
The sense of co-ownership共同所有权, the free自由 publicity公开,
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共同拥有的感觉、免费的宣传
02:37
the added添加 value, all helped帮助 drive驾驶 sales销售.
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附加的价值,都帮助Kinect提升了销量
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The ultimate最终 empowerment权力 of customers顾客
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给消费者的终极权利
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is to ask them not to buy购买.
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是叫他们不要买
02:46
Outdoor户外 clothier服装店 Patagonia巴塔哥尼亚 encouraged鼓励 prospective预期 buyers买家
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户外服装品牌Patagonia鼓励潜在顾客
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to check out eBay易趣 for its used products制品
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在买新货之前先上eBay找找他们的二手货
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and to resole换鞋底 their shoes before purchasing购买 new ones那些.
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或者给旧鞋换个鞋底就行了
02:56
In an even more radical激进 stance姿态 against反对 consumerism消费主义,
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为抵制消费主义,该公司还发起更激进的活动
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the company公司 placed放置 a "Don't Buy购买 This Jacket夹克"
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大打"别买这件外套"的广告
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advertisement广告 during the peak of shopping购物 season季节.
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而且还是在购物季正如火如荼的时候
03:05
It may可能 have jeopardized危害 short-term短期 sales销售,
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这种手法也许有损短期销量
03:08
but it builds建立 lasting持久, long-term长期 loyalty忠诚
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但能在共同的价值观基础上
03:11
based基于 on shared共享 values.
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建立长久的品牌忠诚度
03:13
Research研究 has shown显示 that giving employees雇员 more control控制
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研究显示,如果员工对自己的工作有更多掌控
03:16
over their work makes品牌 them happier幸福 and more productive生产的.
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他们就会更开心、更有效
03:20
The Brazilian巴西人 company公司 Semco塞姆科 Group famously著名
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巴西Semco集团的出名之处
03:23
lets让我们 employees雇员 set their own拥有 work schedules时间表
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就是让员工自定工作计划
03:25
and even their salaries工资.
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甚至自定薪水
03:27
Hulu葫芦 and NetflixNetflix公司, among其中 other companies公司,
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其他例子还有Hulu和Netflix公司的
03:30
have open打开 vacation假期 policies政策.
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开放休假政策
03:32
Companies公司 can give people more control控制,
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公司可以释放权力
03:35
but they can also give them less control控制.
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也可以收回权力
03:39
Traditional传统 business商业 wisdom智慧 holds持有 that trust相信
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传统的商业智慧认为
03:42
is earned by predictable可预测 behavior行为,
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信任的基础是可预测的行为
03:45
but when everything is consistent一贯 and standardized标准化,
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但是当一切都一致化、标准化时
03:47
how do you create创建 meaningful富有意义的 experiences经验?
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要如何创造有意义的经历?
03:50
Giving给予 people less control控制 might威力 be a wonderful精彩 way
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减少人们的控制权也许是个
03:54
to counter计数器 the abundance丰富 of choice选择
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抵消过量选择的好方法
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and make them happier幸福.
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也可以让人们更开心
03:58
Take the travel旅行 service服务 NextpeditionNextpedition.
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例如Nextpedition这家旅行社
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NextpeditionNextpedition turns the trip into a game游戏,
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就把旅行变成游戏
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with surprising奇怪 twists曲折 and turns along沿 the way.
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一路上都有意想不到的惊奇
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It does not tell the traveler游客 where she's going
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旅行社会一直卖关子,旅客要到最后
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until直到 the very last minute分钟, and information信息 is provided提供
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才知道自己要去哪,并得到相关信息
04:12
just in time. Similarly同样, Dutch荷兰人 airline航空公司 KLMKLM
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同样,丹麦航空公司KLM也用类似的手法
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launched推出 a surprise campaign运动, seemingly似乎 randomly随机
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推出惊喜之旅
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handing移交 out small gifts礼品 to travelers旅客
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随机送出小礼物给旅客
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en route路线 to their destination目的地.
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到达目的地之前都惊喜不断
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U.K.-based InterfloraINTERFLORA monitored监控 Twitter推特
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总部位于英国的Interflora花店利用Twitter
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for users用户 who were having a bad day,
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锁定走了一天霉运的用户
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and then sent发送 them a free自由 bouquet花束 of flowers花卉.
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免费送他们一束鲜花
04:34
Is there anything companies公司 can do to make
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公司有没有什么办法
04:36
their employees雇员 feel less pressed压制 for time? Yes.
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减少员工的时间压力?有
04:39
Force them to help others其他.
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就是强迫他们帮助别人
04:42
A recent最近 study研究 suggests提示 that having employees雇员 complete完成
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最近一项研究显示,如果员工在一天内
04:45
occasional偶然 altruistic利他 tasks任务 throughout始终 the day
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能抽点时间进行些有利他人的活动
04:48
increases增加 their sense of overall总体 productivity生产率.
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他们对整体生产率的感知就会得到提升
04:52
At Frog青蛙, the company公司 I work for, we hold保持 internal内部
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我工作的公司Frog
04:56
speed速度 meet遇到 sessions会议 that connect old and new employees雇员,
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会举行快速见面会,在新老员工之间搭起一座桥梁
05:00
helping帮助 them get to know each other fast快速.
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帮助他们迅速了解彼此
05:03
By applying应用 a strict严格 process处理, we give them less control控制,
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通过建立一套严密的体系,员工的控制权减少了
05:07
less choice选择, but we enable启用 more and richer更丰富 social社会 interactions互动.
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选择虽然少了,但社交互动更丰富了
05:11
Companies公司 are the makers制造商 of their fortunes命运,
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公司是自身财富的创造者
05:14
and like all of us, they are utterly完全 exposed裸露 to serendipity意外发现.
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和我们所有人一样,他们随时会遇到突发状况
05:18
That should make them more humble谦卑, more vulnerable弱势
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这使他们更卑微、更脆弱
05:22
and more human人的.
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也更具人性
05:25
At the end结束 of the day, as hyperconnectivity超连接
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说到底,网络的超连通性和透明度
05:28
and transparency透明度 expose暴露 companies'公司的 behavior行为
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让公司的行为
05:30
in broad广阔 daylight阳光, staying true真正 to their true真正 selves自我
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暴露在光天化日之下,而忠于自我
05:34
is the only sustainable可持续发展 value proposition主张.
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是创造持久价值的唯一方法
05:37
Or as the ballet芭蕾舞 dancer舞蹈家 Alonzo阿朗佐 King国王 said,
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正如芭蕾演员阿隆索‧金恩所说
05:40
"What's interesting有趣 about you is you."
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"你的有趣之处就是你自己"
05:43
For the true真正 selves自我 of companies公司 to come through通过,
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要让公司的本色外显于世
05:46
openness透明度 is paramount最重要的,
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开诚布公是不二法门
05:49
but radical激进 openness透明度 is not a solution,
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但是彻底公开不能解决问题
05:52
because when everything is open打开, nothing is open打开.
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因为公开一切等于什么都没公开
05:55
"A smile微笑 is a door that is half open打开 and half closed关闭,"
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"微笑是一扇半开半关的门"
06:00
the author作者 Jennifer詹妮弗 Egan伊根 wrote.
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这是作家珍妮佛‧伊根写的
06:02
Companies公司 can give their employees雇员 and customers顾客
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公司可以让员工和客户
06:05
more control控制 or less. They can worry担心 about how much
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有更多或更少的控制权
06:08
openness透明度 is good for them, and what needs需求 to stay closed关闭.
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可以评估公开多少对自己有利以及什么不能公开
06:12
Or they can simply只是 smile微笑, and remain open打开
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或者他们也可以微微一笑, 以开放的姿态
06:16
to all possibilities可能性.
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接受各种可能
06:18
Thank you. (Applause掌声)
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谢谢各位(掌声)
06:22
(Applause掌声)
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(掌声)
Translated by Xihuang Sun
Reviewed by Lei Zhang

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ABOUT THE SPEAKER
Tim Leberecht - Business romantic
A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work.

Why you should listen
In his book The Business Romantic: Give Everything, Quantify Nothing, and Create Something Greater Than Yourself, Tim Leberecht invites us to rediscover romance, beauty and serendipity by designing products, experiences, and organizations that "make us fall back in love with our work and our life." The book inspired the creation of the Business Romantic Society, a global collective of artists, developers, designers and researchers who share the mission of bringing beauty to business. Now running strategy consulting firm Leberecht & Partners, he was previously the chief marketing officer at NBBJ, a global design and architecture firm, and at Frog Design. He also co-founded the "15 Toasts" dinner series that creates safe spaces for people to have conversations on difficult topics.
More profile about the speaker
Tim Leberecht | Speaker | TED.com