ABOUT THE SPEAKER
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.

Why you should listen

"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.

After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission MarketingAll Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.

More profile about the speaker
Seth Godin | Speaker | TED.com
TED2009

Seth Godin: The tribes we lead

Seth Godin论部落领导新时代

Filmed:
2,377,169 views

Seth Godin论述了互联网已经结束了大规模销售并将人类的社会单位改写成过去的形式:部落. 基于分享观点和价值观,部落会给平常人力量去做很大的改变. 他鼓励我们尝试这样做.
- Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio

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

00:12
So sometimes有时 I get invited邀请 to give weird奇怪的 talks会谈.
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有时有人会邀请我去做一些奇怪的演讲
00:15
I got invited邀请 to speak说话 to the people
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比如我应邀去
00:18
who dress连衣裙 up in big stuffed填充的 animal动物 costumes服装
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给穿着巨大的填充动物服装
00:21
to perform演出 at sporting运动的 events事件.
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在运动场馆表演的人做演讲。
00:24
Unfortunately不幸 I couldn't不能 go.
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可惜我没法去
00:26
But it got me thinking思维 about
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但这让我想到
00:28
the fact事实 that these guys, at least最小 most of them,
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这些人,至少他们大部分人
00:31
know what it is that they do for a living活的.
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知道自己靠什么来谋生
00:33
What they do is they dress连衣裙 up
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他们穿戴着填充动物服装
00:35
as stuffed填充的 animals动物 and entertain招待 people at sporting运动的 events事件.
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在运动场所取悦人们
00:39
Shortly不久 after that I got invited邀请
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之后不久
00:41
to speak说话 at the convention惯例 of the people
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我又应邀为一群制作气球动物形象
00:43
who make balloon气球 animals动物.
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的人们做演讲
00:45
And again, I couldn't不能 go. But it's a fascinating迷人 group. They make balloon气球 animals动物.
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可惜我还是没法去。这是很棒的一群人,他们制作气球动物。
00:48
There is a big schism分裂 between之间 the ones那些 who make
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制作可爱的气球形象的爱好者和制作色情充气娃娃的人
00:50
gospel福音 animals动物 and pornA片 animals动物, but --
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之间有着本质的区别.
00:52
(Laughter笑声)
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(笑声)
00:54
they do a lot of really cool stuff东东 with balloons气球.
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但他们用气球做了很多很酷的东西
00:57
Sometimes有时 they get in trouble麻烦, but not often经常.
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有时他们会遇到一些麻烦
00:59
And the other thing about these guys
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而这些人
01:01
is, they also know what they do for a living活的.
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他们也知道自己如何谋生
01:04
They make balloon气球 animals动物.
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他们制作气球动物
01:07
But what do we do for a living活的?
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但他们到底如何谋生?
01:09
What exactly究竟 to the people watching观看 this do every一切 day?
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正在听我演讲的人究竟每天在做什么?
01:14
And I want to argue争论 that what we do
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我认为我们所作所为是因为
01:16
is we try to change更改 everything.
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我们想改变一切。
01:19
That we try to find a piece of the status状态 quo现状 --
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我们发现一些现实问题
01:22
something that bothers什么麻烦事 us, something that needs需求 to be improved改善,
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那些困扰我们的问题,需要改进的问题
01:24
something that is itching瘙痒 to be changed -- and we change更改 it.
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有些东西需要改变, 于是我们改变它.
01:28
We try to make big, permanent常驻, important重要 change更改.
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我们努力去做巨大的,永久的,重要的改变
01:33
But we don't think about it that way.
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但我们并不是这样想的。
01:35
And we haven't没有 spent花费 a lot of time talking about
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我们也没有花很多时间来讨论
01:37
what that process处理 is like.
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应该如何来做
01:40
And I've been studying研究 it for a couple一对 years年份.
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我花了几年时间来研究这个问题
01:42
And I want to share分享 a couple一对 stories故事 with you today今天.
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今天我想和大家分享一些故事
01:44
First, about a guy named命名 Nathan弥敦道 Winograd威诺格拉德.
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首先,我们看看Nathan Winograd的故事
01:46
Nathan弥敦道 was the number two person at the San Francisco弗朗西斯科 SPCASPCA.
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Nathan是旧金山SPCA的二号人物
01:50
And what you may可能 not know about the history历史 of the SPCASPCA
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你可能并不了解SPCA的历史
01:52
is, it was founded成立 to kill dogs小狗 and cats.
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成立SPCA的目的是为了杀死猫和狗
01:56
Cities城市 gave them a charter宪章
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市政府允许他们
01:59
to get rid摆脱 of the stray流浪 animals动物 on the street and destroy破坏 them.
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杀死在街头流浪的猫狗
02:02
In a typical典型 year four million百万 dogs小狗 and cats were killed杀害,
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每年大约有4百万只猫和狗被杀
02:06
most of them within 24 hours小时 of being存在 scooped挖出 off of the street.
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其中大多数在街头被抓住后24小时内就被杀死
02:10
Nathan弥敦道 and his boss老板 saw this,
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Nathan和他的老板看到这个情况
02:12
and they could not tolerate容忍 it.
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他们无法继续容忍
02:14
So they set out to make San Francisco弗朗西斯科
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他们决定让旧金山
02:16
a no-kill不杀 city:
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成为一个不杀猫狗的城市
02:18
create创建 an entire整个 city
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他们要创建一个新的城市
02:20
where every一切 dog and cat,
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每一只猫和狗
02:22
unless除非 it was ill生病 or dangerous危险,
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都会被收养,而不是被杀死
02:25
would be adopted采用, not killed杀害.
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除非它们病了或有其他的危险。
02:27
And everyone大家 said it was impossible不可能.
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所有人都说这不可能。
02:30
Nathan弥敦道 and his boss老板 went to the city council评议会 to get a change更改 in the ordinance条例.
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Nathan和他的老板让市政厅修改了条例。
02:33
And people from SPCAsSPCAs and humane人道 shelters候车亭 around the country国家
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全国各地的SPCA员工及人道主义者
02:36
flew to San Francisco弗朗西斯科
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都飞到旧金山来
02:38
to testify作证 against反对 them --
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反对这种做法。
02:41
to say it would hurt伤害 the movement运动 and it was inhumane不人道.
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说这太伤害大家而且没有仁慈之心.
02:45
They persisted坚持. And Nathan弥敦道 went directly to the community社区.
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他们坚持己见。Nathan更深入到社区中,
02:49
He connected连接的 with people who cared照顾 about this:
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联系那些关注这件事的人
02:51
nonprofessionals外行, people with passion.
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这些拥有激情的非专业人士.
02:53
And within just a couple一对 years年份,
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仅仅几年之后
02:55
San Francisco弗朗西斯科 became成为 the first no-kill不杀 city,
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旧金山成了第一个不杀害猫狗的城市,
03:00
running赛跑 no deficit赤字, completely全然 supported支持的 by the community社区.
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而且没有超出预算,也完全得到了社区的支持。
03:04
Nathan弥敦道 left and went to Tompkins汤普金斯 County, New York纽约 --
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Nathan又来到纽约市的Tompkins郡
03:07
a place地点 as different不同 from San Francisco弗朗西斯科
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尽管这里与旧金山差别很大
03:09
as you can be and still be in the United联合的 States状态. And he did it again.
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Nathan又发起了这个运动。
03:12
He went from being存在 a glorified荣耀 dogcatcherdogcatcher
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他从一名很荣耀的捕狗者
03:14
to completely全然 transforming转型 the community社区.
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彻底地转向推动社区的转变。
03:17
And then he went to North Carolina卡罗来纳州 and did it again.
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之后他又来到北卡罗莱纳州,推动同样的事
03:19
And he went to Reno里诺 and he did it again.
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又去了Reno做同样的事。
03:22
And when I think about what Nathan弥敦道 did,
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当我想到Nathan做的事,
03:24
and when I think about what people here do, I think about ideas思路.
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当我想到这儿的人们做的事,我想到一些想法。
03:27
And I think about the idea理念 that
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我想到那些能够
03:30
creating创建 an idea理念, spreading传播 an idea理念
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激发以及传播想法的构想
03:32
has a lot behind背后 it.
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背后有着更深远的东西.
03:34
I don't know if you've ever been to a Jewish犹太 wedding婚礼,
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不知道大家是否参加过犹太婚礼
03:37
but what they do is, they take a light bulb灯泡
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他们拿一个灯泡
03:40
and they smash粉碎 it.
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猛地打碎它
03:43
Now there is a bunch of reasons原因 for that, and stories故事 about it.
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这么做有很多的原因和故事
03:47
But one reason原因 is because it indicates指示 a change更改,
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其中的一个原因是,这表示改变
03:50
from before to after.
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生活前后发生了变化。
03:52
It is a moment时刻 in time.
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这是个重要的时刻。
03:54
And I want to argue争论 that we are living活的 through通过
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我想说, 我们正在亲身经历这些
03:57
and are right at the key moment时刻
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现在正是新思想形成和传播
03:59
of a change更改 in the way ideas思路 are created创建
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以及执行的
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and spread传播 and implemented实施.
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关键时刻.
04:03
We started开始 with the factory idea理念:
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我们从工厂的概念出发.
04:06
that you could change更改 the whole整个 world世界 if you had an efficient高效 factory
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如果你有一个高效的足够大的工厂
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that could churn搅动 out change更改.
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你可能会改变整个世界.
04:10
We then went to the TV电视 idea理念,
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然后我们再到电视的概念.
04:12
that said if you had a big enough足够 mouthpiece喉舌,
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就是说,如果你是一个足够牛的代言人,
04:14
if you could get on TV电视 enough足够 times, if you could buy购买 enough足够 ads广告, you could win赢得.
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如果你在电视上露足够多的脸,如果你可以买足够多的广告, 你就会获胜.
04:17
And now we're in this new model模型 of leadership领导,
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现在, 我们正是在这种领导模式下.
04:21
where the way we make change更改
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这是我们进行改变的方式.
04:24
is not by using运用 money
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不再是用钱或权
04:27
or power功率 to lever杠杆 a system系统,
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去撬动一个体系了.
04:29
but by leading领导.
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而是去带领,去导向.
04:31
So let me tell you about the three cycles周期. The first one is the factory cycle周期.
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现在我来告诉你这三个循环. 第一个是工厂部分.
04:34
Henry亨利 Ford comes up with a really cool idea理念.
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Henry Ford有一个特别酷的想法.
04:38
It enables使 him to hire聘请 men男人
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这促使他可以
04:40
who used to get paid支付 50 cents a day
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去雇佣那些每天只挣50美分的劳工
04:42
and pay工资 them five dollars美元 a day.
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而且付他们5美元一天.
04:44
Because he's got an efficient高效 enough足够 factory.
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因为他有一个足够高效的工厂.
04:46
Well with that sort分类 of advantage优点
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有了那种优势.
04:48
you can churn搅动 out a lot of cars汽车.
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你就可以制造出很多汽车.
04:50
You can make a lot of change更改. You can get roads道路 built内置.
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你可以有很多改变. 你可以修路.
04:53
You can change更改 the fabric of an entire整个 country国家.
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你能去改变整个国家的结构.
04:56
That the essence本质 of what you're doing is you need
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你要做的事情就是你需要
04:58
ever-cheaper不断便宜 labor劳动,
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更廉价的劳动力,
05:00
and ever-faster越来越快的 machines.
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和更快的机器.
05:03
And the problem问题 we've我们已经 run into is, we're running赛跑 out of both.
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但问题是,我们遭遇到我们这两样都达到极限了.
05:06
Ever-cheaper不断便宜 labor劳动 and ever-faster越来越快的 machines.
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更便宜的劳工和更快的机器.
05:09
(Laughter笑声)
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(笑声)
05:14
So we shift转移 gears齿轮 for a minute分钟,
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所以我们立刻做了改变,
05:17
and say, "I know: television电视;
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并且说,"我明白了, 电视."
05:20
advertising广告. Push push.
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广告. 推广推广.
05:22
Take a good idea理念 and push it on the world世界.
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有个好的创意然后推广给全世界.
05:25
I have a better mousetrap捕鼠器.
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我有一个好的捕鼠器.
05:27
And if I can just get enough足够 money to tell enough足够 people, I'll sell enough足够."
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如果我有够多的钱,告诉够多的人,我会卖的足够多.
05:31
And you can build建立 an entire整个 industry行业 on that.
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并且还可以打造整个产业.
05:34
If necessary必要 you can put babies婴儿 in your ads广告.
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有必要的话,你可以把婴儿放进广告里.
05:37
If necessary必要 you can use babies婴儿 to sell other stuff东东.
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有必要的话,你可以用婴儿销售别的产品.
05:40
And if babies婴儿 don't work, you can use doctors医生.
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如果婴儿的效果不好,你可以用医生.
05:44
But be careful小心.
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但要小心点儿.
05:46
Because you don't want to get an unfortunate不幸的 juxtaposition并列,
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因为你不希望像这组广告一样有着不幸的结合.
05:48
where you're talking about one thing instead代替 of the other.
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这样你们只会言非所意.(上面的广告宣传儿童肥胖的危险,下面的是麦当劳的广告。)
05:51
(Laughter笑声)
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(笑声)
05:53
This model模型 requires要求 you to act法案 like the king国王,
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这个模式要求你扮演一个国王似的人物.
05:57
like the person in the front面前 of the room房间
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就像站在这个台子上的人把想法传递给
05:59
throwing投掷 things to the peons苦工 in the back.
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后排的观众一样.
06:01
That you are in charge收费, and you're going to tell people
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你自己作主, 并且把你的想法告诉人们
06:04
what to do next下一个.
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下一步要做什么.
06:06
The quick little diagram of it is, you're up here,
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你就像这张图中所显示的一样.
06:09
and you are pushing推动 it out to the world世界.
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把你的想法告诉全世界.
06:11
This method方法 -- mass marketing营销 --
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这个方法,大众市场,
06:14
requires要求 average平均 ideas思路,
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需要普遍的想法
06:16
because you're going to the masses群众,
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和大量的广告
06:18
and plenty丰富 of ads广告.
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因为你的对象是普罗大众。
06:21
What we've我们已经 doneDONE as spammers垃圾邮件发送者
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我们做的就像是垃圾邮件发送者一样
06:23
is tried试着 to hypnotize催眠 everyone大家
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试图去催眠所有人
06:25
into buying购买 our idea理念,
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去接受我们的想法.
06:27
hypnotize催眠 everyone大家 into donating捐赠 to our cause原因,
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催眠每个人都会我们的事业作贡献.
06:29
hypnotize催眠 everyone大家 into voting表决 for our candidate候选人.
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催眠每个人去给我们的候选人投票.
06:32
And, unfortunately不幸, it doesn't work so well anymore either.
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不幸的是它并不是一直这么奏效.
06:37
(Laughter笑声)
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(哭泣儿童的后面是圣诞老人的坟墓)(笑声)
06:40
But there is good news新闻 around the corner -- really good news新闻.
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但这里有个好消息,真的是好消息.
06:45
I call it the idea理念 of tribes部落.
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我称之为概念部落.
06:50
What tribes部落 are, is a very simple简单 concept概念
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什么是部落? 这个简单的概念,
06:53
that goes back 50,000 years年份.
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要回到五万年之前.
06:56
It's about leading领导 and connecting people and ideas思路.
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部落是关于带领和连接人们和想法的.
07:00
And it's something that people have wanted forever永远.
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这些事情是人们一直以来追求的.
07:03
Lots of people are used to having a spiritual精神 tribe部落, or a church教会 tribe部落,
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过去有许多人有宗教上的部落,或教会部落.
07:07
having a work tribe部落,
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或工作部落.
07:09
having a community社区 tribe部落.
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拥有一个部落团体
07:12
But now, thanks谢谢 to the internet互联网, thanks谢谢 to the explosion爆炸 of mass media媒体,
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但现在,感谢互联网和大众传媒的信息大爆炸,
07:15
thanks谢谢 to a lot of other things
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感谢很多其它的东西
07:17
that are bubbling冒泡 through通过 our society社会 around the world世界,
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在世界各地的社会中酝酿.
07:20
tribes部落 are everywhere到处.
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部落无处不在.
07:22
The Internet互联网 was supposed应该 to homogenize均质 everyone大家 by connecting us all.
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互联网本应该把我们均匀的连接在一起.
07:24
Instead代替 what it's allowed允许 is silos筒仓 of interest利益.
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但事实上,互联网创建了各种兴趣小团队.
07:27
So you've got the red-hat红帽 ladies女士们 over here.
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所以你会看到红帽子女士们.
07:29
You've got the red-hat红帽 triathletes铁人三项 over there.
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你还会看到红帽子铁人三项运动员们.
07:32
You've got the organized有组织的 armies军队 over here.
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你会看到组织有序的军队.
07:34
You've got the disorganized杂乱无章 rebels叛军 over here.
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还会看到无组织的叛军.
07:36
You've got people in white白色 hats帽子 making制造 food餐饮.
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你会看到带白帽的人准备食物.
07:38
And people in white白色 hats帽子 sailing帆船 boats.
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还有带白帽的人去航海.
07:40
The point is that you can find Ukrainian乌克兰 folk民间 dancers舞者
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这时你可以找到乌克兰文民族舞者.
07:43
and connect with them,
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并且与她们交流.
07:45
because you want to be connected连接的.
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因为你想让自己被连接.
07:47
That people on the fringes条纹
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在外围的人群
07:49
can find each other, connect and go somewhere某处.
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可以找到别人, 联系在一起并且去其它地方.
07:53
Every一切 town that has a volunteer志愿者 fire department
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任何一个有着志愿消防部门的城市
07:55
understands理解 this way of thinking思维.
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都会理解为什么会发生这样的事情.
07:57
(Laughter笑声)
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(笑声)
08:03
Now it turns out
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现在解释一下
08:06
this is a legitimate合法 non-photoshopped非Photoshop处理 photo照片.
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这是一张合法的,没经过任何修改的照片.
08:09
People I know who are firemen消防员 told me that this is not uncommon罕见.
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我认识的一个消防队员告诉我这种事情经常发生.
08:11
And that what firemen消防员 do to train培养 sometimes有时
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消防队员有时会参加训练
08:14
is they take a house that is going to be torn撕裂 down,
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他们会烧掉一个快拆掉的房子,
08:16
and they burn烧伤 it down instead代替, and practice实践 putting it out.
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去练习如何去灭火.
08:19
But they always stop and take a picture图片.
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但他们总是停下来拍张照片.
08:21
(Laughter笑声)
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(笑声)
08:22
You know the pirate海盗 tribe部落 is a fascinating迷人 one.
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你知道海盗部落是最迷人的部落的一种.
08:25
They've他们已经 got their own拥有 flag. They've他们已经 got the eye patches补丁.
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他们有自己标志的旗帜. 他们眼罩上也有标志.
08:27
You can tell when you're running赛跑 into someone有人 in a tribe部落.
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你可以告诉什么时间你加入了一个部落.
08:30
And it turns out that it's tribes部落 --
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结果是这是个部落.
08:32
not money, not factories工厂 --
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不是钱, 不是工厂,
08:34
that can change更改 our world世界, that can change更改 politics政治,
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能改变我们的世界,能改变我们的政治.
08:37
that can align对齐 large numbers数字 of people.
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可以结盟大量的人群.
08:39
Not because you force them to do something against反对 their will,
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不是因为你强迫人们去做违背他们意愿的事情.
08:43
but because they wanted to connect.
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因为他们希望相互联系.
08:45
That what we do for a living活的 now,
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这就是我们现在的生计.
08:47
all of us, I think,
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我们所有人的生计.
08:49
is find something worth价值 changing改变,
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是找到一些值的改变的事情.
08:51
and then assemble集合 tribes部落 that assemble集合 tribes部落
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然后集合部落再集合部落
08:56
that spread传播 the idea理念 and spread传播 the idea理念.
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去不断的传播这些想法.
08:58
And it becomes something far bigger than ourselves我们自己,
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然后它变成超越我们自身的事情.
09:00
it becomes a movement运动.
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它变为一个运动.
09:03
So when Al Gore血块 set out
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所以当 Al Gore 去开始
09:05
to change更改 the world世界 again,
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改变世界的时候,
09:08
he didn't do it by himself他自己.
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并不是他自己去做的,
09:10
And he didn't do it by buying购买 a lot of ads广告.
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并且他也没有去做很多广告.
09:12
He did it by creating创建 a movement运动.
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他去引起了一场运动.
09:15
Thousands成千上万 of people around the country国家
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全国范围内的数千人
09:17
who could give his presentation介绍 for him,
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替他做他的宣讲.
09:20
because he can't be in 100 or 200 or 500 cities城市 in each night.
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因为他不能在同一个晚上出现在100或200或500个城市里.
09:25
You don't need everyone大家.
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你不需要每一个人.
09:28
What Kevin凯文 Kelley凯利 has taught us is you just need,
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Kevin Kelley告诉我们,其实我们只需要
09:30
I don't know, a thousand true真正 fans球迷 --
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一千个真正的拥护者.
09:32
a thousand people who care关心 enough足够
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一千个真正在乎你的想法的人
09:35
that they will get you the next下一个 round回合
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他们会把你带进他们的圈子.
09:38
and the next下一个 round回合 and the next下一个 round回合.
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然后是他们的他们的他们的圈子.
09:40
And that means手段 that the idea理念 you create创建, the product产品 you create创建,
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这就意味着,你创造的想法,你创造的产品,
09:43
the movement运动 you create创建 isn't for everyone大家,
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你创造的运动不是针对于所有人.
09:45
it's not a mass thing. That's not what this is about.
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它不是一个群众的东西. 它们不是关于这些的
09:47
What it's about instead代替
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它真正重要的
09:50
is finding发现 the true真正 believers信徒.
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是找到真正相信他们的拥护者.
09:52
It's easy简单 to look at what I've said so far,
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你会认为我刚讲过的内容很容易理解
09:55
and say, "Wait a minute分钟, I don't have what it takes to be that kind of leader领导."
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然后说:"等一下, 我没有成为那种领导者的潜质"
09:58
So here are two leaders领导者. They don't have a lot in common共同.
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所以这里有两位领导者. 他们几乎没有什么共同点.
10:03
They're about the same相同 age年龄. But that's about it.
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他们在同一个年龄段. 这就是共同点.
10:07
What they did, though虽然, is each in their own拥有 way,
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他们正在做的,是在他们自己的路上,
10:10
created创建 a different不同 way
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创造着不同的方法
10:14
of navigating导航 your way through通过 technology技术.
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来引导你使用科技的方法.
10:16
So some people will go out and get people to be on one team球队.
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所以有些人离开并找到其他人组成一个团队.
10:19
And some people will get people to be on the other team球队.
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还有些人把其他团队的人吸引过来.
10:22
It also informs运筹学 the decisions决定 you make
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他还会告诉你做的决定
10:24
when you make products制品 or services服务.
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当你制定产品或者服务的时候.
10:26
You know, this is one of my favorite喜爱 devices设备.
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你看, 这是我最喜欢的一款设备.
10:29
But what a shame耻辱 that it's not organized有组织的
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但太可惜了, 这个设备
10:31
to help authors作者 create创建 movements运动.
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并没有帮助作者们去创造运动圈子.
10:34
What would happen发生 if, when you're using运用 your Kindle点燃,
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如果你使用Kindle的时候, 你可以看到别人的评语,记录和笔记.
10:36
you could see the comments注释 and quotes报价 and notes笔记
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这些评语和笔记都来自于阅读同一本书的读者,
10:40
from all the other people reading the same相同 book as you in that moment时刻.
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想像一下这会是怎样的一种体验呐.
10:43
Or from your book group. Or from your friends朋友, or from the circle you want.
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从你的读书小组,你的朋友或者你加入的圈子里.
10:46
What would happen发生 if authors作者, or people with ideas思路
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如果读者和作者将想法集合起来
10:49
could use version two, which哪一个 comes out on Monday星期一,
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用于下周出版的第二版,又会是怎样的一种体验?
10:52
and use it to organize组织 people
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并且用它来组织
10:55
who want to talk about something.
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想发表言论的人.
10:57
Now there is a million百万 things I could share分享 with you about the mechanics机械学 here.
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现在,我可以举一百万种这个技术应用的场景.
11:00
But let me just try a couple一对.
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但我只列举几个就够了.
11:02
The Beatles披头士乐队 did not invent发明 teenagers青少年.
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Beatles 甲壳虫乐队并没有发明青少年.
11:05
They merely仅仅 decided决定 to lead them.
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他们仅仅是去领导他们.
11:08
That most movements运动, most leadership领导 that we're doing
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我们所做的最多的领导和运动
11:11
is about finding发现 a group that's disconnected断开的
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是找到一个没有联系起来的组织,
11:13
but already已经 has a yearning怀念 --
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但大家已经渴望相互联系.
11:15
not persuading说服 people to want something
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不是说服人们去要一些
11:17
they don't have yet然而.
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他们还没有的东西.
11:19
When Diane黛安 Hatz哈茨 worked工作 on "The MeatrixMeatrix,"
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当然Diane Hatz在为Meatrix工作的时候,
11:23
her video视频 that spread传播 all across横过 the internet互联网
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她的视频传遍了互联网
11:26
about the way farm农场 animals动物 are treated治疗,
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讲述了农场动物的处理过程,
11:29
she didn't invent发明 the idea理念 of being存在 a vegan素食主义者.
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她没有发明成为素食者的概念.
11:31
She didn't invent发明 the idea理念 of caring爱心 about this issue问题.
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她没发明关注这件事的概念.
11:33
But she helped帮助 organize组织 people,
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但她的事组织了人们
11:35
and helped帮助 turn it into a movement运动.
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并且帮助人们转化成一场运动.
11:37
Hugo雨果 Chavez查韦斯 did not invent发明 the disaffected抱不平的
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Hugo Chavez并没有发明中低产阶级对委内瑞拉的不满.
11:40
middle中间 and lower降低 class of Venezuela委内瑞拉. He merely仅仅 led them.
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他仅仅是领导他们.
11:42
Bob短发 Marley马利 did not invent发明 Rastafarians拉斯特法里崇拜者.
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Bob Marley 并没有发明塔法里主义.
11:45
He just stepped加强 up and said, "Follow跟随 me."
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他只是站出来并且说"跟我来!"
11:48
Derek德里克 SiversSivers invented发明 CD光盘 Baby宝宝,
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Derek Sivers 发明了CD Baby.
11:51
which哪一个 allowed允许 independent独立 musicians音乐家
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允许个人音乐家有一个地方
11:54
to have a place地点 to sell their music音乐 without selling销售 out to the man --
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去售卖他们的音乐而不是卖给一个人.
11:58
to have place地点 to take the mission任务
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让他们有一个地方实现他们的使命
12:00
they already已经 wanted to go to, and connect with each other.
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并可以联系到同一类人.
12:03
What all these people have in common共同 is that they are heretics外道.
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这些人的共同点是他们都是异教徒.
12:07
That heretics外道 look at the status状态 quo现状 and say,
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这些异教徒看着现状说,
12:09
"This will not stand. I can't abide遵守 this status状态 quo现状.
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这些是不能容忍的, 我不能容忍现状了.
12:12
I am willing愿意 to stand up and be counted and move移动 things forward前锋.
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我要站起来加入这个运动,
12:16
I see what the status状态 quo现状 is; I don't like it."
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我看的到现状,我不喜欢.
12:19
That instead代替 of looking at all the little rules规则
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他们不是研究每一条规则
12:21
and following以下 each one of them,
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然后遵守每一条.
12:24
that instead代替 of being存在 what I call a sheepwalkersheepwalker --
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他们不要做我说的"受人摆布的人"
12:29
somebody who's谁是 half asleep睡着,
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有人半睡着,
12:31
following以下 instructions说明,
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执行指示
12:33
keeping保持 their head down, fitting配件 in --
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把他们的头低下, 融入群体.
12:36
every一切 once一旦 in a while someone有人 stands站立 up and says, "Not me."
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有人站起来说的是"不是我"
12:39
Someone有人 stands站立 up and says, "This one is important重要.
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有人站起来说的是"这一只很重要"
12:43
We need to organize组织 around it."
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"我们需要跟着他"
12:46
And not everyone大家 will. But you don't need everyone大家.
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并不是所有人都同意,但你不需要所有人.
12:49
You just need a few少数 people --
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你只需要少数人就可以.
12:51
(Laughter笑声) --
280
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(笑声)
12:55
who will look at the rules规则,
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他们会研究这些规则,
12:57
realize实现 they make no sense,
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发现根本没道理,
13:00
and realize实现 how much they want to be connected连接的.
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发现他们希望连接起来.
13:02
So Tony托尼 Hsieh does not run a shoe store商店.
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所以Tony Shea没有经营一个鞋店.
13:05
ZapposZappos的 isn't a shoe store商店.
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Zappos 不是鞋店.
13:08
ZapposZappos的 is the one, the only,
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Zappos 是唯一的一个
13:10
the best-there-ever-was最有-永远是
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史上最好的
13:12
place地点 for people who are into shoes to find each other,
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让穿鞋子的人们可以互相交流,
13:16
to talk about their passion,
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讨论他们的激情,
13:18
to connect with people who care关心 more
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连接那些
13:20
about customer顾客 service服务 than making制造 a nickel tomorrow明天.
291
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认为客户服务比赚钱还重要的人们.
13:23
It can be something as prosaic平淡 as shoes,
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它可以是像鞋子一样平淡的东西.
13:25
and something as complicated复杂 as overthrowing推翻 a government政府.
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也可以是复杂的可以推翻一个政府.
13:27
It's exactly究竟 the same相同 behavior行为 though虽然.
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它确实是相同的行为.
13:31
What it requires要求, as Geraldine杰拉尔丁 Carter卡特 has discovered发现,
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这就像Geraldine Carter 所发现的
13:34
is to be able能够 to say, "I can't do this by myself.
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能够去说"我自己做不到"
13:37
But if I can get other people to join加入 my Climb and Ride,
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"但如果得到其它人加入我的攀爬和骑行队"
13:41
then together一起 we can get something that we all want.
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那时我们一起可以得到我们想要的成绩.
13:46
We're just waiting等候 for someone有人 to lead us."
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我们只是在等有人带头.
13:48
Michelle米歇尔 Kaufman考夫曼 has pioneered首创
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Michelle Kaufman 是一名先驱者.
13:50
new ways方法 of thinking思维 about environmental环境的 architecture建筑.
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使用新方法去考虑环境的建筑架构.
13:54
She doesn't do it by quietly悄悄 building建造 one house at a time.
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她没有安静的去只建造一个房屋.
13:57
She does it by telling告诉 a story故事
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在建造的同时她会讲一个故事
14:00
to people who want to hear it.
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给那些想听故事的人.
14:02
By connecting a tribe部落 of people
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通过连接同一个部落
14:04
who are desperate殊死 to be connected连接的 to each other.
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急于相互连接起来的人们.
14:07
By leading领导 a movement运动 and
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通过领导一种运动.
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making制造 change更改.
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通过改变.
14:11
And around and around and around it goes.
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这样一圈一圈的循环下来.
14:13
So three questions问题 I'd offer提供 you.
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现在我要问你三个问题
14:15
The first one is, who exactly究竟
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第一个问题,
14:18
are you upsetting?
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你在惹恼哪些人?
14:20
Because if you're not upsetting anyone任何人, you're not changing改变 the status状态 quo现状.
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如果你现在并没有惹恼任何人,那么你就并没有在改变现状.
14:24
The second第二 question is, who are you connecting?
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第二个问题, 你现在正联系着谁?
14:27
Because for a lot of people, that's what they're in it for:
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因为对于大部分人, 这是他们存在的意义.
14:30
the connections连接 that are being存在 made制作, one to the other.
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建立起来的联系, 与其它人的联系.
14:34
And the third第三 one is, who are you leading领导?
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第三个问题, 你正领导着谁?
14:38
Because focusing调焦 on that part部分 of it --
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因为关注这一部分
14:41
not the mechanics机械学 of what you're building建造,
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不是你所打造的机制或技术,
14:43
but the who, and the leading领导 part部分 -- is where change更改 comes.
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而是被你领导的那部分人是改变的来源.
14:47
So Blake布莱克, at Tom's汤姆 Shoes, had a very simple简单 idea理念.
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所以Tom's Shoes 的Blake, 有一个非常简单的想法.
14:51
"What would happen发生 if every一切 time someone有人 bought a pair of these shoes
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"如果你每买一双鞋"
14:56
I gave exactly究竟 the same相同 pair to someone有人
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"我就给那些没有鞋子穿的人们送一双鞋子"
14:58
who doesn't even own拥有 a pair of shoes?"
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"会是怎样的一个世界?"
15:01
This is not the story故事 of how you get shelf space空间 at Neiman尼曼 Marcus马库斯.
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这不是一个你如何在Neiman Marcus 得到一个鞋架的位置的故事.
15:05
It's a story故事 of a product产品 that tells告诉 a story故事.
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而是用产品讲述一个故事的故事.
15:09
And as you walk步行 around with this remarkable卓越 pair of shoes
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如果你穿着这些鞋子四处游荡,
15:11
and someone有人 says, "What are those?"
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然后有人问道:"那是什么?"
15:13
You get to tell the story故事 on Blake's布莱克 behalf代表,
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你就可以代表那些得到鞋子的人们
15:15
on behalf代表 of the people who got the shoes.
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给他讲一个关于Blake送鞋的故事.
15:17
And suddenly突然 it's not one pair of shoes or 100 pairs of shoes.
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这时候它就不是一双鞋子或者一百双鞋子.
15:20
It's tens of thousands数千 of pairs of shoes.
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这会是上万双的鞋子.
15:22
My friend朋友 Red Maxwell麦克斯韦 has spent花费 the last 10 years年份
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我的朋友Red Maxwell用十年的时间
15:25
fighting战斗 against反对 juvenile少年 diabetes糖尿病.
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与青少年糖尿病做斗争.
15:28
Not fighting战斗 the organization组织 that's fighting战斗 it -- fighting战斗 with them, leading领导 them,
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不是与医疗机构斗争, 而是同这些机构一起, 领导他们,
15:31
connecting them, challenging具有挑战性的 the status状态 quo现状
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把他们联系到一起, 挑站现状
15:35
because it's important重要 to him.
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因为这对他们很重要.
15:37
And the people he surrounds围绕着 himself他自己 with need the connection连接.
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他周围的人也需要这种联系.
15:42
They need the leadership领导. It makes品牌 a difference区别.
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他们需要这种领导力,会使生活不一样.
15:45
You don't need permission允许 from people to lead them.
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你领导别人的时候不需要从他们身上得到任何许可.
15:48
But in case案件 you do, here it is:
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但一旦你去做, 这就是许可.
15:51
they're waiting等候, we're waiting等候
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他们在等待,我们在等待
15:54
for you to show显示 us where to go next下一个.
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你出现告诉我们下一站去哪里.
15:57
So here is what leaders领导者 have in common共同. The first thing is, they challenge挑战
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这是所有领导者的共同点. 最重要的是,
16:00
the status状态 quo现状.
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他们对现状质疑.
16:02
They challenge挑战 what's currently目前 there.
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他们对现在的东西不满.
16:04
The second第二 thing is, they build建立 a culture文化.
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其次是, 他们打造一种文化.
16:07
A secret秘密 language语言, a seven-second7秒 handshake握手,
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一种秘密的语言, 一个七秒钟的握手.
16:10
a way of knowing会心 that you're in or out.
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一种方法知道你加入或者离开.
16:13
They have curiosity好奇心. Curiosity好奇心 about people in the tribe部落,
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他们有好奇心, 好奇每一个在部落里的人.
16:16
curiosity好奇心 about outsiders外人. They're asking questions问题.
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好奇外面的人. 他们问问题.
16:19
They connect people to one another另一个.
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他们联系一个人和另外的人.
16:21
Do you know what people want more than anything?
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你知道人们最最需要什么东西吗?
16:23
They want to be missed错过.
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他们最需要被想念.
16:25
They want to be missed错过 the day they don't show显示 up.
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他们希望他们没有出现的这天被想念.
16:27
They want to be missed错过 when they're gone走了.
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他们希望他们离去时被想念.
16:30
And tribe部落 leaders领导者 can do that.
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而部落的领导人可以这样做.
16:32
It's fascinating迷人, because all tribe部落 leaders领导者 have charisma魅力,
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很迷人的是, 因为所有的领导人都有魅力.
16:36
but you don't need charisma魅力 to become成为 a leader领导.
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但你不需要魅力才会变成一个领导人.
16:38
Being存在 a leader领导 gives you charisma魅力.
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而是成为领导人会带给你领袖魅力.
16:41
If you look and study研究 the leaders领导者 who have succeeded成功,
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如果你查看或研究成功的领导者,
16:44
that's where charisma魅力 comes from -- from the leading领导.
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你会发现领袖魅力是从领导力产生的.
16:46
Finally最后, they commit承诺.
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最后, 他们全心全意地去投入.
16:49
They commit承诺 to the cause原因. They commit承诺 to the tribe部落.
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他们投入到事业中, 他们投入到部落中.
16:51
They commit承诺 to the people who are there.
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他们投入到部落中的人们.
16:54
So I'd like you to do something for me.
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所以,我想要你们为我做一些事情
16:57
And I hope希望 you'll你会 think about it before you reject拒绝 it out-of-hand外的手.
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并且我希望你们在拒绝之前认真考虑一下.
17:00
What I want you to do, it only takes 24 hours小时,
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只需要24小时的时间,
17:04
is: create创建 a movement运动.
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我希望你们可以去创造一个运动.
17:06
Something that matters事项. Start开始. Do it. We need it.
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一些重要的东西. 开始, 去做. 我们需要你去做.
17:10
Thank you very much. I appreciate欣赏 it.
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谢谢你, 非常感谢.
17:12
(Applause掌声)
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(掌声)
Translated by Chunlei Chang
Reviewed by Zachary Lin Zhao

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ABOUT THE SPEAKER
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.

Why you should listen

"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.

After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission MarketingAll Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.

More profile about the speaker
Seth Godin | Speaker | TED.com