TEDxEast
Nancy Duarte: The secret structure of great talks
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From the "I have a dream" speech to Steve Jobs’ iPhone launch, all great presentations have a common architecture. In this talk, Nancy Duarte draws lessons on how to make a powerful call-to-action.
(Filmed at TEDxEast.)
Nancy Duarte - CEO, presentation designer
Nancy Duarte believes that ideas are the most powerful tools people have. Her passion is to help every person learn to communicate their world-changing idea effectively. Full bio
Nancy Duarte believes that ideas are the most powerful tools people have. Her passion is to help every person learn to communicate their world-changing idea effectively. Full bio
Double-click the English transcript below to play the video.
00:12
It's really, really great to be here.
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真的很高興能來到這裡。
00:14
You have the power to change the world.
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你們有改變世界的力量。
00:16
I’m not saying that to be cliché,
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這並不是陳詞濫調，
00:18
you really have the power
to change the world.
to change the world.
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各位真的有改變世界的力量。
00:21
Deep inside of you,
every single one of you
every single one of you
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在你們每個人內心深處，
00:23
has the most powerful device known to man.
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有著人類都知道的最強大工具，
00:27
And that's an idea.
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那就是「想法」。
00:29
So a single idea, from the human mind,
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光是一個人的想法，
00:32
it could start a groundswell,
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就可以帶起一股巨浪，
00:33
it could be a flash point for a movement
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它可以是一項運動的引發點，
00:36
and it can actually rewrite our future.
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它也真的可能重寫我們的未來。
00:39
But an idea is powerless
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但如果這個想法只留在你的腦中，
00:42
if it stays inside of you.
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它就沒有任何力量。
00:44
If you never pull that idea out
for others to contend with,
for others to contend with,
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如果你從未把那想法講出來
讓其他人了解，
讓其他人了解，
00:47
it will die with you.
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它會跟你一同死去。
00:49
Now, maybe some of you guys
have tried to convey your idea
have tried to convey your idea
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也許有些人試過把想法傳播出去，
00:52
and it wasn't adopted, it was rejected,
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但它沒有被採用，被拒絕了，
00:54
and some other mediocre
or average idea was adopted.
or average idea was adopted.
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被採用的卻是其他
二流的、一般的想法。
二流的、一般的想法。
00:57
And the only difference between those two
is in the way it was communicated.
is in the way it was communicated.
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而兩者之間的差別只在於溝通的方法。
01:01
Because if you communicate an idea
in a way that resonates,
in a way that resonates,
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因為如果你用能共鳴的方式
來溝通想法，
來溝通想法，
01:04
change will happen,
and you can change the world.
and you can change the world.
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改變就會發生，你就能改變世界。
01:07
In my family, we collect
these vintage European posters.
these vintage European posters.
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我們家收集這些復古歐洲海報。
01:10
Every time we go to Maui,
we go to the dealer there,
we go to the dealer there,
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每次我們去茂伊島
都會去找一個業者，
都會去找一個業者，
01:13
and he turns these great big posters.
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他會翻這些很棒的大海報讓我們挑。
01:14
I love them. They all have one idea
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我很喜歡它們。
每一張都有個中心思想，並且
以清楚的視覺呈現效果來傳遞那想法。
以清楚的視覺呈現效果來傳遞那想法。
01:16
and one really clear visual
that conveys the idea.
that conveys the idea.
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01:19
They are about the size of a mattress.
They're really big.
They're really big.
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它們約和床墊一樣大，真的很大。
01:22
They're not as thick as a mattress,
but they're big.
but they're big.
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它們沒有床墊那麼厚，但很大。
01:24
And the guy will tell the story
as he turns the pages.
as he turns the pages.
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老闆在翻的時候會講故事。
01:27
And this one time
I was flanked by my two kids
I was flanked by my two kids
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有一次，我被我的兩個孩子圍著，
01:29
and he turns the page
and this poster is underneath,
and this poster is underneath,
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他翻了頁，下面有張海報，
01:32
and right when I lean forward and say,
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當我傾向前，說：
01:34
"Oh my God, I love this poster,"
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「喔，我的天，我愛這張海報。」
01:36
both of my kids jumped back
and they are like,
and they are like,
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這時我的兩個孩子同時跳起來，他們說：
01:38
"Oh my God, mom, it's you."
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「喔，我的天，媽，那是你。」
01:40
And this is the poster.
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就是這張海報。
01:41
(Laughter)
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（笑聲）
01:42
See, I'm like "Fire it up!"
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你看，像不像我在說：「衝啊！」
01:45
The thing I loved
about this poster was the irony.
about this poster was the irony.
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我喜歡這張海報的一點是它的諷刺。
01:47
Here's this chick all fired up,
headed into battle --
headed into battle --
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這個女子很激動，
準備去打仗，以掌旗手身份，
01:50
as the standard bearer --
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01:51
and she's holding these
little Suavitos baking spices,
little Suavitos baking spices,
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但她另一隻手上拿著的是
一罐小小的 Suavitos 調味料，
一罐小小的 Suavitos 調味料，
01:54
like something so seemingly insignificant,
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似乎是很不重要的東西，
01:57
though she's willing to risk, you know,
life and limb to promote this thing.
life and limb to promote this thing.
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但她卻願意冒險，出生入死，
只為了推銷這東西。
只為了推銷這東西。
02:02
So if you are to swap out
those little Suavitos baking spices
those little Suavitos baking spices
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如果你把這小小的調味料換掉，
02:05
with a presentation --
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換成簡報──
02:07
Yeah, it's me, pretty fired up.
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是的，那人就是我，非常激動。
02:09
I was fired up about presentations
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我以前做簡報時都很激動，
02:11
back when it wasn't cool
to be fired up about presentations.
to be fired up about presentations.
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當簡報不夠酷的時候，
我在簡報時會很激動的。
我在簡報時會很激動的。
02:14
I really think they have the power
to change the world
to change the world
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我真的認為如果你能
有效地透過簡報來溝通，
有效地透過簡報來溝通，
02:16
when you communicate
effectively through them.
effectively through them.
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它們就有改變世界的力量。
02:19
And changing the world is hard.
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改變世界很難。
02:21
It won't happen with just one person
with one single idea.
with one single idea.
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光是一個人有一個想法
是不會發生改變的。
是不會發生改變的。
02:24
That idea has got to spread,
or it won't be effective.
or it won't be effective.
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想法必須散播出去，不然不會有效果。
02:28
So it has to come out of you
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它必須要從你開始散播出來，
02:30
and out into the open for people to see.
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開放出去讓人們能看見。
02:33
And the way that ideas are conveyed
the most effectively is through story.
the most effectively is through story.
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最有效傳遞想法的方式，
就是透過故事來傳遞。
就是透過故事來傳遞。
02:38
You know, for thousands of years,
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數千年來，
02:39
illiterate generations would pass on
their values and their culture
their values and their culture
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未受教育的世代
把他們的價值觀與文化
把他們的價值觀與文化
02:43
from generation to generation,
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一代一代傳承下來，
02:44
and they would stay intact.
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傳承下來的東西都很完整。
02:46
So there's something kind of magical
about a story structure
about a story structure
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所以，故事結構一定
有什麼神奇的地方，
有什麼神奇的地方，
02:49
that makes it so that when it's assembled,
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可以讓說故事的人
02:51
it can be ingested and then recalled
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與聽故事的人
02:53
by the person who's receiving it.
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消化並回想起來。
02:56
So basically a story,
you get a physical reaction;
you get a physical reaction;
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基本上，故事會讓你產生生理反應，
03:00
your heart can race, your eyes can dilate,
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你的心跳速率飆升，眼睛擴張，
03:03
you could talk about,
"Oh, I got a chill down my spine"
"Oh, I got a chill down my spine"
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你可能會說：「喔，我背脊發涼。」
03:05
or, "I could feel it
in the pit of my stomach."
in the pit of my stomach."
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或「我連胃窩都感覺到了。」
03:08
We actually physically react
when someone is telling us a story.
when someone is telling us a story.
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當別人說故事時，
我們真的會有身體反應。
我們真的會有身體反應。
03:11
So even though the stage is the same,
a story can be told,
a story can be told,
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在講台上也是一樣的，
也可以說故事，
也可以說故事，
03:13
but once a presentation is told,
it completely flatlines.
it completely flatlines.
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但一說到簡報，就會讓人想睡著。
03:16
And I wanted to figure out why.
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我想要弄清楚為什麼。
03:18
Why is it that we physically sit
with rapt attention during a story,
with rapt attention during a story,
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為什麼在聽故事的過程中，
我們會全神貫注，
我們會全神貫注，
03:21
but it just dies for a presentation.
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但在簡報時就沒有了？
03:24
So I wanted to figure out, how do you
incorporate story into presentations.
incorporate story into presentations.
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我想探究要如何把故事併入簡報中。
03:27
So we've had thousands of presentations
back at the shop --
back at the shop --
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我們店裡有數千個簡報，
03:30
hundreds of thousands
of presentations, actually,
of presentations, actually,
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其實有數十萬個簡報，
03:32
so I knew the context
of a really bad presentation.
of a really bad presentation.
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所以我知道很糟的簡報是什麼樣子。
03:35
I decided to study cinema and literature,
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我決定要研究電影和文學，
03:38
and really dig in
and figure out what was going on
and figure out what was going on
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深入探索，去找出發生了什麼事、
03:40
and why it was broken.
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為什麼會沒有用。
03:42
So, I want to show you
some of the findings
some of the findings
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所以，我想分享一些發現，
03:45
that led up to what I've uncovered
as a presentation form.
as a presentation form.
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這些發現讓我揭開了
簡報形式的面紗。
簡報形式的面紗。
03:50
So it was obvious to start with Aristotle,
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很顯然要從亞里士多德開始，
03:52
he had a three-act structure,
a beginning, a middle and an end.
a beginning, a middle and an end.
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他有個三幕結構：
開端、中段、結尾。
開端、中段、結尾。
03:55
We studied poetics and rhetoric,
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我們研究了詩學和修辭，
03:56
and a lot of presentations don't even
have that in its most simple form.
have that in its most simple form.
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很多簡報連最簡單的形式都沒有。
04:00
And then when I moved on
to studying hero archetypes,
to studying hero archetypes,
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接著我繼續研究主角原型，
04:02
I thought, "OK, the presenter is the hero,
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我想：「好，簡報講者是主角，
04:04
they're up on the stage,
they're the star of the show."
they're the star of the show."
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他們站在台上，是表演的明星。」
04:07
It's easy to feel, as the presenter,
that you're the star of the show.
that you're the star of the show.
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身為講者，你很容易
會覺得你是表演的明星。
會覺得你是表演的明星。
04:10
I realized right away,
that that's really broken.
that that's really broken.
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我馬上了解到，這是行不通的。
04:13
Because I have an idea,
I can put it out there,
I can put it out there,
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因為我有個想法，可以講出來，
04:16
but if you guys don't grab that idea
and hold it as dear,
and hold it as dear,
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但如果觀眾不注意聽、不重視它，
04:18
the idea goes nowhere
and the world is never changed.
and the world is never changed.
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這想法哪兒都去不了，
世界也不會改變。
世界也不會改變。
04:21
So in reality,
the presenter isn't the hero,
the presenter isn't the hero,
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所以，現實中，講者不是主角，
04:23
the audience is the hero of our idea.
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觀眾才是我們想法的主角。
04:26
So if you look at
Joseph Campbell's hero's journey,
Joseph Campbell's hero's journey,
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如果你去看約瑟夫坎伯的
《英雄的旅程》，
《英雄的旅程》，
04:29
just in the front part, there were
some really interesting insights there.
some really interesting insights there.
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只要看前半部，
裡面就有些很有趣的真知卓见。
裡面就有些很有趣的真知卓见。
04:32
So there is this likable hero
in an ordinary world,
in an ordinary world,
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平凡的世界裡有個討喜的英雄，
04:35
and they get this call to adventure.
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被召喚去冒險，
04:36
So the world is
kind of brought out of balance.
kind of brought out of balance.
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世界有點失衡。
04:39
And at first they're resistant.
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一開始他們抗拒，
04:40
They're like, "I don't know
if I want to jump into this,"
if I want to jump into this,"
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說：「我不知道是否想淌這混水。」
接著出現了一個導師，
04:43
and then a mentor comes along
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協助他們從平凡的世界
04:44
and helps them move
from their ordinary world
from their ordinary world
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移到一個特別的世界。
04:46
into a special world.
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04:48
And that's the role of the presenter.
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導師就是講者要扮演的角色。
04:49
It's to be the mentor.
You're not Luke Skywalker, you're Yoda.
You're not Luke Skywalker, you're Yoda.
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你要當一位導師，而不是
天行者路克，你要當尤達。
天行者路克，你要當尤達。
04:52
You're the one
that actually helps the audience
that actually helps the audience
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你要協助觀眾從一件事情
04:55
move from one thing
and into your new special idea,
and into your new special idea,
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移到你的特殊新想法上，
04:58
and that's the power of a story.
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那就是故事的力量。
05:01
So in its most simple structure,
it's a three-part structure of a story.
it's a three-part structure of a story.
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所以，最簡單的結構
是個三部份的故事結構。
是個三部份的故事結構。
05:05
You have a likable hero who has a desire,
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你有個討喜的英雄，他有一渴望，
05:07
they encounter a roadblock
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在路上遇到障礙，
05:09
and ultimately they emerge, transform,
and that's the basic structure.
and that's the basic structure.
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最終突破困境、轉變，
那就是基本的結構。
那就是基本的結構。
05:14
But it wasn't until I came across
a Gustav Freytag's pyramid --
a Gustav Freytag's pyramid --
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直到遇見古斯塔夫·弗賴塔格
金字塔，我才──
金字塔，我才──
05:18
he drew this shape in 1863.
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他在 1863 年畫了這個形狀。
05:21
Now, he was a German dramatist ...
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他是位德國劇作家，
05:24
he was a German dramatist
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他是位德國劇作家，
05:25
and he believed
there is a five-act structure,
there is a five-act structure,
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他相信好故事有五幕結構，
05:28
which has an exposition, a rising action,
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包括開頭介紹、情節加溫、
05:31
a climax, a falling action
and a denouement,
and a denouement,
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高潮、收尾淡出、結局，
05:34
which is the unraveling
or the resolution of the story.
or the resolution of the story.
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這五個架構貫穿、表達整個故事。
05:37
I love this shape.
So we talk about shapes.
So we talk about shapes.
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我喜歡這形狀。咱們就來談談形狀。
05:39
A story has an arc --
well, an arc is a shape.
well, an arc is a shape.
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故事有個弧，弧是一種形狀。
05:41
We talk about classical music
having a shapeliness to it.
having a shapeliness to it.
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我們說古典樂線條勻稱，形狀優美。
05:45
So I thought, hey,
if presentations had a shape,
if presentations had a shape,
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我就想，嘿，如果簡報有個形狀，
05:47
what would that shape be?
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那會是什麼形狀？
05:49
And how did the greatest
communicators use that shape,
communicators use that shape,
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最偉大的溝通者怎麼用那個形狀、
05:52
or do they use a shape?
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或者他們是否用到形狀？
05:53
So I'll never forget,
it was a Saturday morning.
it was a Saturday morning.
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有個星期六的早晨讓我永生難忘。
05:56
After all this study --
it was a couple of years of study --
it was a couple of years of study --
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在研究所有這些之後，
好幾年的研究之後，
好幾年的研究之後，
我畫了一個形狀。
05:58
I drew a shape.
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我說：「喔，我的天，
如果這個形狀是真的，
如果這個形狀是真的，
06:00
And I was like,
"Oh my gosh, if this shape is real,
"Oh my gosh, if this shape is real,
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06:02
I should be able to take
two completely different presentations
two completely different presentations
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我應該能夠拿兩個
完全不同的簡報來試，
完全不同的簡報來試，
06:05
and overlay it, and it should be true."
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把它們疊在一起，
看看形狀是否相似。」
看看形狀是否相似。」
06:07
So I took the obvious,
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所以我挑了明顯的例子，
06:08
I took Martin Luther King's
"I Have a Dream" speech,
"I Have a Dream" speech,
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我拿金恩博士的「我有一個夢想」演講，
06:11
and I took Steve Jobs'
2007 iPhone launch speech,
2007 iPhone launch speech,
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和賈伯斯 2007 年
的 iPhone 發表演說做比較，
的 iPhone 發表演說做比較，
06:13
I overlaid it over it, and it worked.
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我重疊它們，結果真的一樣。
06:16
I sat in my office, just astounded.
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我就震驚地坐在我的辦公室裡。
06:17
I actually cried a little,
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我其實還哭了一下，
06:19
because I was like,
"I've been given this gift,"
"I've been given this gift,"
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我說：「我得到了這個恩賜的禮物。」
06:22
and here it is,
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就在這裡，
06:23
this is the shape of a great presentation.
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這就是偉大簡報的形狀。
06:26
Isn't it amazing?
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很令人吃驚是吧？
06:28
(Laughter)
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（笑聲）
06:29
I was crying.
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我那時在哭。
06:30
I want to walk you through it,
it's pretty astounding.
it's pretty astounding.
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我想解釋給你們聽，它相當驚人。
06:33
There is a beginning, a middle and an end,
and I want to walk you through it.
and I want to walk you through it.
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有著開端、中間、和結束，
我想要帶大家走一遍。
我想要帶大家走一遍。
因為史上最偉大的溝通者──
我研究演說、所有的東西──
我研究演說、所有的東西──
06:36
Because the greatest communicators --
I went through speeches, everything --
I went through speeches, everything --
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都能疊上這個形狀。
06:40
I can overlay the shape.
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甚至林肯的蓋茲堡演說
也符合這個形狀。
也符合這個形狀。
06:41
Even the Gettysburg Address
follows the shape.
follows the shape.
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06:43
At the beginning of any presentation,
you need to establish what is.
you need to establish what is.
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所以，任何簡報的開始，
你先要說明談什麼主題。
你先要說明談什麼主題。
06:47
You know, here's the status quo,
here's what's going on.
here's what's going on.
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現狀是這樣，正在發生的事情有哪些。
06:49
And then you need
to compare that to what could be.
to compare that to what could be.
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接著就要比對，描述即將會如何。
06:52
You need to make that gap
as big as possible,
as big as possible,
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你要把這個落差盡可能拉大，
06:55
because there is this commonplace
of the status quo,
of the status quo,
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因為現狀是平淡無奇的陳詞濫調，
06:58
and you need to contrast that
with the loftiness of your idea.
with the loftiness of your idea.
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你需要拿它和你的崇高想法做比對。
07:01
So it's like, you know,
here's the past, here's the present,
here's the past, here's the present,
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像這樣：這是過去，這是現在，
07:04
but look at our future.
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但，看看我們的未來。
07:06
Here's a problem,
but look at that problem removed.
but look at that problem removed.
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問題在這，但看看問題被除去之後會怎樣。
07:09
Here's a roadblock,
let's annihilate the roadblock.
let's annihilate the roadblock.
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這是障礙，咱們來突破這些障礙。
07:12
You need to really amplify that gap.
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你需要強化這個落差。
07:14
This would be like
the inciting incident in a movie.
the inciting incident in a movie.
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就像電影劇情中的高潮迭起。
07:17
That's when suddenly
the audience has to contend
the audience has to contend
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這個時候，觀眾會進入你的故事情境，
07:19
with what you just put out there:
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思索你剛剛丟出來的東西：
07:20
"Wow, do I want to agree
with this and align with it or not?"
with this and align with it or not?"
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「哇，我要不要認同它？」
07:23
And in the rest of your presentation
should support that.
should support that.
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而簡報的剩下部份
就應該用來支持那想法。
就應該用來支持那想法。
07:27
So the middle goes back and forth,
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所以中段的部份會來來回回，
07:29
it traverses between
what is and what could be,
what is and what could be,
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在「現在是如何」跟「即將會如何」
07:31
what is and what could be.
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之間不斷反覆。
07:33
Because what you are trying to do
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因為你在試圖做的是
07:34
is make the status quo
and the normal unappealing,
and the normal unappealing,
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是要讓現況以及一般狀況
顯得很沒吸引力，
顯得很沒吸引力，
07:37
and you're wanting to draw them
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而你要把觀眾都拉進到
07:39
towards what could be
in the future with your idea adopted.
in the future with your idea adopted.
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一旦你的想法被採納後的未來世界。
07:42
Now, on your way to change the world,
people are going to resist.
people are going to resist.
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在你打算改變世界的
過程中，人們會抗拒。
過程中，人們會抗拒。
07:45
They're not going to be excited,
they may love the world the way it is.
they may love the world the way it is.
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他們並不會興奮，
他們可能喜歡世界現在的樣子。
他們可能喜歡世界現在的樣子。
所以你會碰到抗拒。
07:49
So you'll encounter resistance.
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那就是為什麼你得要來來回回，
07:50
That's why you
have to move back and forth.
have to move back and forth.
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就像是在行船。
07:52
It's similar to sailing.
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07:54
When you're sailing against the wind
and there is wind resistance,
and there is wind resistance,
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當你逆風航行，就會有風阻，
07:57
you have to move your boat back and forth,
and back and forth.
and back and forth.
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你得不斷來來回回駛你的船，
08:00
That's so you can capture the wind.
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這樣做你才能捕捉到風。
08:02
You have to actually
capture the resistance
capture the resistance
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你得要真的在航行時捕捉到
08:04
coming against you when you're sailing.
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朝你而來的抗拒。
08:06
Now interesting,
if you capture the wind just right
if you capture the wind just right
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有趣的是，若你正確地捕捉到了風，
08:08
and you set your sail just right,
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航線也設定正確了，
08:10
your ship will actually
sail faster than the wind itself.
sail faster than the wind itself.
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你的船航行的速度會比風還快。
這是一種物理現象。
08:12
It is a physics phenomenon.
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08:14
So by planting in there
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藉由鋪陳故事，
08:15
the way they're going to resist
between what is and what can be,
between what is and what can be,
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你講的雖然是「現在如何」
與「將來會如何」，
與「將來會如何」，
但其實已經把聽眾拉進到你的想法，
08:18
is actually going to draw
them towards your idea
them towards your idea
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08:20
quicker than should you not do that.
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這比你不這麼做時還拉得更快。
08:22
So after you've moved back and forth
between what is and what could be,
between what is and what could be,
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在你「現在如何」
與「即將會如何」之間來來回回之後，
與「即將會如何」之間來來回回之後，
08:26
the last turning point
is a call to action,
is a call to action,
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最後的轉捩點就是呼籲行動，
08:28
which every presentation should have,
but at the very end.
but at the very end.
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簡報都該有它，但要放在最後。
08:30
You need to describe the world
as a new bliss.
as a new bliss.
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你得把世界描述成一個新的祝福。
08:33
"This is utopia with my idea adopted."
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「採納我的想法，
就會有這個烏托邦。」
就會有這個烏托邦。」
08:35
"This is the way
the world is going to look,
the world is going to look,
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「世界將會變成這個樣子，
如果我們能攜手合作
解決這個大問題。」
解決這個大問題。」
08:37
when we join together
and we solve this big problem."
and we solve this big problem."
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你得要用那樣的話來收尾，
08:40
You need to use that as your ending,
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08:41
in a very poetic and dramatic way.
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用很有詩意和戲劇性的方式做結束。
08:45
So, interestingly, when I was done,
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有趣的是，當我大功告成，
08:47
I was like, "You know what?
I could use this as an analysis tool."
I could use this as an analysis tool."
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我說：「你知道嗎？我可以
把這個拿來當分析工具。」
把這個拿來當分析工具。」
08:51
I actually transcribe speeches,
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2017
我真把演說抄寫下來，
08:53
and I would actually map out,
how much they map to this tool.
how much they map to this tool.
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也真的對應看看
它們有多符合這個工具。
它們有多符合這個工具。
08:56
So I want to show you some of that today,
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今天我想來分享其中一些，
08:58
and I want to start
with the very two people
with the very two people
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我想從我一開始談到的兩個人
09:00
that I used when I first did.
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來當作例子。
09:02
Here's Mr. Jobs,
has completely changed the world.
has completely changed the world.
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這是賈伯斯先生，
他完全改變了世界。
他完全改變了世界。
09:04
Changed the world of personal computing,
changed the music industry
changed the music industry
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改變了個人運算的世界，
改變了音樂產業，
改變了音樂產業，
09:08
and now he's on his way
to change the mobile device industry.
to change the mobile device industry.
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現在他正準備要改變行動裝置產業。
09:11
So he's definitely changed the world.
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所以他絕對算是改變世界的人。
09:12
And this is the shape
of his iPhone launch 2007,
of his iPhone launch 2007,
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這形狀來自他在 2007 年
發表 iPhone 時的演說，
09:15
when he launched his iPhone.
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09:17
It's a 90-minute talk
and you can see he starts with what is,
and you can see he starts with what is,
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演說九十分鐘長，
他的開頭正是「是什麼」，
他的開頭正是「是什麼」，
09:20
traverses back and forth
and ends with what could be.
and ends with what could be.
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中間來來回回，
最後就是「即將會如何」。
最後就是「即將會如何」。
09:23
So I want to zoom in on this:
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我想放大來看這個部份：
09:25
the white line
is him speaking, he's talking.
is him speaking, he's talking.
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白線是他在說話。
09:29
The next color line
you'll see popped up there,
you'll see popped up there,
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等下跳出來另一個顏色的線，
09:31
that's when he cuts to video.
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表示他切到影片的時候。
09:32
So he's adding some variety
and he cuts to demo.
and he cuts to demo.
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另外他在展示過程中
還有加入了一些變化。
還有加入了一些變化。
09:34
So it's not just him
talking the whole time.
talking the whole time.
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所以不是從頭到尾都只有他在說話。
09:37
And these lines are representative there.
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圖上用這些線來表示。
09:40
And then towards the end
you'll see a blue line,
you'll see a blue line,
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結尾，你會看到藍線，
09:42
which will be the guest speaker.
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表示客座講者。
09:44
So this is where it gets
kind of interesting:
kind of interesting:
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所以，有趣的是這個：
09:46
every tick mark here
is when he made them laugh.
is when he made them laugh.
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這些勾號表示他讓觀眾笑的時點。
09:48
And every tick mark here
is when he made them clap.
is when he made them clap.
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下面這些勾號則是
他讓觀眾拍手的時點。
他讓觀眾拍手的時點。
09:51
They are so involved physically,
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觀眾都相當投入，
09:53
they are physically reacting
to what he is saying,
to what he is saying,
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他們的生理反應賈伯斯說的話，
09:55
which is actually fantastic,
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真的很神奇，
09:56
because then you know
you have the audience in your hand.
you have the audience in your hand.
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因為你知道你已經掌握了你的觀眾。
10:00
So he kicks off what could be with,
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接著，他開始「即將會如何」的部份：
10:03
"This is a day I've been looking
forward to for two and a half years."
forward to for two and a half years."
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「我期待這一天的來臨
已經兩年半了。」
已經兩年半了。」
10:06
So he is launching a product
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所以他在發表產品，
10:07
that he's known about already
for a couple of years.
for a couple of years.
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他熟悉這個產品好幾年了，
對他來說這不是新產品。
10:10
So this is not a new product to him.
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但看看這個，
10:12
But look at this,
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他做了另一件事：他驚嘆。
10:13
he does this other thing: he marvels.
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10:15
He marvels at his own product.
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他驚嘆他自己的產品。
10:16
He marvels himself
more than the audience laughs or claps.
more than the audience laughs or claps.
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他驚嘆他自己，
多過觀眾的笑聲或掌聲。
多過觀眾的笑聲或掌聲。
10:19
So he is like, "Isn't this awesome?
Isn't this beautiful?"
Isn't this beautiful?"
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他說：「這不是很棒嗎？
這不是很美嗎？」
這不是很美嗎？」
10:23
He is modeling for the audience
what he wants them to feel.
what he wants them to feel.
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他把他希望觀眾感受到的，
直接示範出來。
直接示範出來。
10:26
So he is actually doing a job
of compelling them to feel a certain way.
of compelling them to feel a certain way.
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他其實是在強迫觀眾
以某種特定的方式來感受。
以某種特定的方式來感受。
10:31
So he kicks off with what could be with,
"Every once in a while,
"Every once in a while,
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他的「即將會如何」的部份
是這樣開始的：
是這樣開始的：
「每隔一段時間，會出現一個
革命性產品，改變了一切。」
革命性產品，改變了一切。」
10:34
a revolutionary product comes along
that changes everything."
that changes everything."
249
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10:37
So he starts to kick in
and talk about his new product.
and talk about his new product.
250
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他是用這樣的方式
開始他的新產品介紹。
開始他的新產品介紹。
10:40
Now, at the beginning of it,
he actually keeps the phone off.
he actually keeps the phone off.
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剛開始這一段，他沒拿出手機。
10:43
You'll see that the line
is pretty white up until this point,
is pretty white up until this point,
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可看見這個時點之前線都是白色的，
10:46
so he goes off between,
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他在兩者之間來回，
10:48
"Here's this new phone,
and here's the sucky competitors.
and here's the sucky competitors.
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「這是新手機，這是很爛的競爭者。
10:50
Here's this new phone,
and here's the sucky competitors."
and here's the sucky competitors."
255
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這是新手機，這是很爛的競爭者。」
10:54
And then, right about here,
he has the star moment --
he has the star moment --
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2776
然後，大約在這裡他有個亮點，
10:57
and that something we'll always remember.
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也就是會讓我們一直記得的那一刻：
10:59
He turns the phone on.
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他開了手機。
11:00
The audience sees scrolling
for the first time,
for the first time,
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觀眾第一次見到捲軸畫面，
可以感受到現場觀眾的氧氣
都被吸光了，他們倒抽一口氣，
都被吸光了，他們倒抽一口氣，
11:02
you can hear the oxygen
sucked out of the room.
sucked out of the room.
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11:05
They gasped. You can actually hear it.
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真的能聽見。
他創造了一個觀眾永生難忘的時刻。
11:07
So he creates a moment
that they'll always remember.
that they'll always remember.
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我們延著這個模型移動，
可以看見藍色，
可以看見藍色，
11:09
So if we move along this model,
you can see the blue,
you can see the blue,
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這時是外部的講者在說話，
11:12
where the external speakers are going,
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到右下方的時候，線斷了，
11:14
and towards the bottom right,
the line breaks.
the line breaks.
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那是因為他的遙控器失靈了。
11:16
That's because his clicker broke.
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那他怎麼做？
他想要保持高漲的興奮情緒。
他想要保持高漲的興奮情緒。
11:17
He wants to keep
this heightened sense of excitement.
this heightened sense of excitement.
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11:20
He tells a personal story,
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就在科技（遙控器）失靈的那個時刻
11:21
right there, where
the technology didn't work.
the technology didn't work.
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他講了一則個人的故事。
11:24
So he's the master communicator,
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所以說他是個溝通大師，
11:25
and he turns to story
to keep the audience involved.
to keep the audience involved.
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他改成說故事，讓觀眾能保持投入。
11:28
So the top right
he ends with the new bliss.
he ends with the new bliss.
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到了右上角這個時間點，
他用新的祝福來作結尾。
他用新的祝福來作結尾。
11:31
He leaves them with the promise
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他向觀眾許諾，
11:32
that Apple will continue
to build revolutionary new products.
to build revolutionary new products.
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蘋果會持續打造革命性的新產品。
11:36
And he says,
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他說：
11:38
"There's an old Wayne Gretzky
quote that I love:
quote that I love:
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「韋恩格雷茨基有句老話我很喜歡：
11:40
'I skate to where the puck is going to be,
not to where it has been.'
not to where it has been.'
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『我會溜到冰球將會到的位置，
而非它已經去過的位置。』
而非它已經去過的位置。』
蘋果的產品一開始
就已經是這樣的定位，
就已經是這樣的定位，
11:43
We've always tried to do that
at Apple since the very beginning
at Apple since the very beginning
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而且將來也是。」
11:46
and we always will."
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所以他用新的祝福來作結。
11:48
So he ends with the new bliss.
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11:49
So let's look at Mr. King.
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咱們來看看金恩博士。
11:50
He was an amazing visionary, a clergyman
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他是個了不起
又有遠見的神職人員，
又有遠見的神職人員，
11:53
who spent his life
working hard for equality.
working hard for equality.
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一生致力追求平等。
11:56
And this is the shape
of the "I Have a Dream" speech.
of the "I Have a Dream" speech.
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這是「我有一個夢想」演講的線形。
11:58
You can see he starts with what is,
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他從「是什麼」開始，
12:00
moves back and forth
between what is and what could be,
between what is and what could be,
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在「現在是如何」跟
「將來會如何」間來回，
「將來會如何」間來回，
最後是非常有詩意的新祝福，
也就是我們聽過最知名的那部份。
也就是我們聽過最知名的那部份。
12:03
and ends with a very poetic new bliss,
which is the famous part we all know.
which is the famous part we all know.
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12:07
So I'm going to spread it out
a little bit here,
a little bit here,
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我在這裡要把它再攤開來一些，
12:09
stretch it for you,
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為各位展開，
12:11
and what I'm doing here is
I put the actual transcript there
I put the actual transcript there
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我在此把他說的話
用文字轉錄謄寫在上面。
12:14
along with the text.
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12:15
I know you can't read it.
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我知道字太小看不見。
12:16
But at the end of every line break,
I broke the line,
I broke the line,
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但在每條線的結尾地方，
我會把線斷開，
我會把線斷開，
12:19
because he took a breath and he paused.
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因為他會吸口氣並做一下停頓。
12:21
Now he was a Southern Baptist preacher,
most people hadn't heard that,
most people hadn't heard that,
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他是美南浸信會的牧師，
大部份人沒聽過，
大部份人沒聽過，
12:24
so he had a real cadence and a rhythm
that was really new for people there.
that was really new for people there.
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所以他的節奏對
那裡的觀眾來說是新的。
那裡的觀眾來說是新的。
我想用一個長條柱
把這些文字線給蓋住，
把這些文字線給蓋住，
12:28
So I want to cover up
these lines of text with a bar
these lines of text with a bar
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12:30
because I want to use this bar
as an information device here.
as an information device here.
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因為我想用這長條柱
當作資訊的工具。
當作資訊的工具。
12:33
So let's walk through
how he actually spoke to the people.
how he actually spoke to the people.
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我們來走一遍，
看他如何對這些人演說。
看他如何對這些人演說。
12:38
The blue bars here
are going to be when he used
are going to be when he used
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藍色長條代表他正在使用
12:40
the actual rhetorical device
of repetition.
of repetition.
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一種修辭方法：重覆。
12:42
So he was repeating himself,
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他在重覆自己說的話，
12:43
he was using the same words and phrases,
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他會用同樣的字眼和句子，
12:45
so people could remember and recall them.
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讓觀眾能記住並回想起來。
12:48
But then he also used
a lot of metaphors and visual words.
a lot of metaphors and visual words.
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他也用了很多的隱喻和視覺性文字。
12:51
This was a way to take
really complicated ideas
really complicated ideas
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這種方式可以把非常複雜的想法
12:53
and make them memorable
and knowledgeable, so people got it.
and knowledgeable, so people got it.
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變得比較好記憶且容易讓人理解。
12:56
He actually created very --
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他其實創造了非常──
12:58
almost like scenes
with his words to make it
with his words to make it
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他說的話像是有畫面一樣，
13:00
so they could envision what he was saying.
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觀眾能想像出他在說什麼。
13:03
And then there were also a lot of familiar
songs and scriptures that he used.
songs and scriptures that he used.
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他還用了很多大家熟知的
歌曲和聖經經文。
歌曲和聖經經文。
你現在看到的是前端部份。
13:07
This is just the front end of it
that you're seeing.
that you're seeing.
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然後他引用了很多政客的言論，
13:09
And then he also made
a lot of political references
a lot of political references
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比如對人民做出的承諾。
13:12
of the promises
that were made to the people.
that were made to the people.
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我們來看看「是什麼」的第一個結尾，
13:14
So if we look at
the very first end of what is,
the very first end of what is,
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13:16
at the very end of what is
was the very first time
was the very first time
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在「是什麼」的結尾，
是觀眾第一次拍手和大聲吼叫的時候。
13:19
that people actually clapped
and roared really loud.
and roared really loud.
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13:21
So the end of what is
what he did is he said,
what he did is he said,
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2136
在「是什麼」的結尾，他說：
13:23
"America has given
the Negro people a bad check,
the Negro people a bad check,
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「美國給了黑人同胞一張空頭支票，
13:26
a check which has come back
marked insufficient funds."
marked insufficient funds."
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這張支票因為資金不足而被退回。」
13:28
Well, everyone knows what it's like
to not have money in your account.
to not have money in your account.
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大家都知道銀行帳戶中
沒有錢會是什麼狀況。
沒有錢會是什麼狀況。
所以他用的隱喻是大家熟悉的。
13:32
So he used the metaphor
people were very familiar with.
people were very familiar with.
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但觀眾真正激動起來，
13:34
But when they really charged up,
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1576
13:36
the very first time
they really screamed was:
they really screamed was:
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他們第一次真正大叫是因為這段：
13:38
"So we have come to cash this check,
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「所以我們必須讓這張支票兌現，
13:40
a check that will give us upon demand
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這張支票能兌現我們的訴求，
13:42
the riches of freedom
and the security of justice."
and the security of justice."
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2776
給予我們充足的自由以及公正的審判。」
13:45
That's when they really clapped.
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1576
台下觀眾開始拍手叫好。
13:47
It was when he compared
what currently is to what could be.
what currently is to what could be.
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815040
3136
他比較目前的狀況和「即將會如何」。
13:50
So when we move along
a little farther in the model,
a little farther in the model,
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我們隨著模型再繼續看下去，
13:52
you'll see it goes back and forth
at a more frenzied pace.
at a more frenzied pace.
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會看到來來回回，
越來越激昂的語調。
越來越激昂的語調。
13:55
And this is when he goes
back and forth, and back and forth.
back and forth, and back and forth.
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他不斷來來回回，再繼續來來回回。
13:58
Now the audience was in a frenzy.
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1616
現在觀眾處在瘋狂狀態。
14:00
They were all excited,
and so you can actually do this
and so you can actually do this
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他們都很興奮，
你真的可以用這樣的方式
你真的可以用這樣的方式
14:02
to keep them in a heightened
sense of excitement.
sense of excitement.
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來讓觀眾保持在高度的興奮狀態。
14:06
So he says, "I have a dream
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他說：「我有一個夢想，
14:08
that one day this nation will rise up
and live out the meaning of its creed.
and live out the meaning of its creed.
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4376
夢想有一天這個國家能站起來，
真正實現其信條的真諦。
真正實現其信條的真諦。
14:13
'We hold these truths to be self-evident,
that all men are created equal.'"
that all men are created equal.'"
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『我們認為這些真理是不言而喻的：
人人生而平等。』」
人人生而平等。』」
14:16
So he uses the little orange text there
to remind them of the promise
to remind them of the promise
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所以他用這些橘色的文字
來提醒觀眾這個由政客或
這個國家所對他做出的承諾。
這個國家所對他做出的承諾。
14:20
that the politicians had made to him
or that this country had made.
or that this country had made.
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14:23
Then he moves back and forth between
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接著他在當中來來回回，
14:25
"I have a dream that one day,
I have a dream that one day,
I have a dream that one day,
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2715
「我有一個夢想，夢想有一天…
我有一個夢想，夢想有一天…
我有一個夢想，夢想有一天…
14:27
I have a dream that one day,"
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855819
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我有一個夢想，夢想有一天…」
14:29
and at the end,
it gets really interesting.
it gets really interesting.
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最後變得非常有意思。
14:31
Because he uses --
you can look at the four shades of green,
you can look at the four shades of green,
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因為他用…可以看到
這四塊綠色的部份，
這四塊綠色的部份，
14:34
there's a lot of blue there,
which was a lot of repetition --
which was a lot of repetition --
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那邊有很多的藍色，也就是重覆，
14:37
he had a heightened sense of repetition.
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1936
他把重覆的感覺再提升。
14:39
And the green was a heightened sense
of songs and scriptures.
of songs and scriptures.
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3136
綠色部分是提升歌曲
和聖經經文的感受。
和聖經經文的感受。
14:42
So the first batch of green
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所以在第一組的綠色部份，
14:44
was the actual scripture
from the Book of Isaiah.
from the Book of Isaiah.
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是來自以賽亞書的經文。
14:46
The second batch of green
was "My Country, 'Tis of Thee."
was "My Country, 'Tis of Thee."
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第二組的綠色部份是
「我的國家屬於你」。
「我的國家屬於你」。
14:49
Now, that's a familiar song
that was specifically very significant
that was specifically very significant
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那是首耳熟能詳的歌曲，
對於那個時代的黑人來說，
這首歌有特別的意義，
這首歌有特別的意義，
14:53
for the black people at the time,
353
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1616
14:54
because this song was the song they
chose to change the words to as an outcry,
chose to change the words to as an outcry,
354
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4216
因為他們選這首歌，
並改寫歌詞做為抗議用，
並改寫歌詞做為抗議用，
用來說明國家的承諾都沒有兌現。
14:59
saying that promises had not been kept.
355
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1960
15:01
So the third batch of green was actually
a stanza from "My Country, 'Tis of Thee."
a stanza from "My Country, 'Tis of Thee."
356
889720
4016
第三組的綠色部份，是出自
「我的國家屬於你」的詩句。
「我的國家屬於你」的詩句。
15:05
And then the fourth was a Negro spiritual.
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2160
第四組則是黑人的靈歌。
15:08
"Free at last! Free at last!
Thank God Almighty, I'm free at last!"
Thank God Almighty, I'm free at last!"
358
896800
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「終於自由了！終於自由了！
感謝上帝，我終於自由了！」
感謝上帝，我終於自由了！」
15:11
So what he did is he actually reached
inside of the hearts of the audience.
inside of the hearts of the audience.
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899967
4369
他所做的，是深入到觀眾的心中。
15:16
He pulled from scriptures,
which is important.
which is important.
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2176
他從經文取材，這點很重要。
15:18
He pulled from songs
that they'd sung together
that they'd sung together
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2216
他從歌曲取材，他們一起唱著，
15:20
as an outcry against this outrage,
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908800
1656
用來訴求對暴行的抗議，
他用這些做為連結觀眾
與觀眾產生共鳴的工具。
與觀眾產生共鳴的工具。
15:22
and he used those as a device
to connect and resonate with the audience.
to connect and resonate with the audience.
363
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3416
15:25
Ending -- painting a picture
of this new bliss,
of this new bliss,
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結尾擘畫出這新祝福的遠景，
15:28
using the very things inside of them
that they already held as sacred.
that they already held as sacred.
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916240
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用的是觀眾在心中已經
視為神聖的這些東西。
視為神聖的這些東西。
15:33
So he was a great man.
He had a big, big dream.
He had a big, big dream.
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所以他是個偉人。
他有一個很大很大的夢想。
他有一個很大很大的夢想。
15:35
There's a lot of people here,
you guys have really big dreams.
you guys have really big dreams.
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2936
這裡有非常多人，
你們真的有很大的夢想。
你們真的有很大的夢想。
15:38
You have really big ideas inside of you
368
926920
1936
你們心中有著非常大的想法，
15:40
that you need to get out.
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1216
你們得把想法傳出來。
15:42
But you know what? We encounter hardships.
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2000
但你們知道嗎，
我們會遇到很多困難。
我們會遇到很多困難。
15:44
It's not easy to change the world;
371
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1632
要改變世界並不容易；
15:45
it's a big job.
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1536
是個大工程。
15:47
You know he was --
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1256
你們知道，他那時──
15:48
his house was bombed,
he was stabbed with a letter opener,
he was stabbed with a letter opener,
374
936640
2736
他的房子被炸彈攻擊，
他被用拆信刀刺傷，
他被用拆信刀刺傷，
15:51
ultimately, he lost his life,
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1416
最終，他丟了性命，
15:52
you know, for what he cared about.
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940840
1816
為他所在乎的事而死。
15:54
But a lot of us aren't going to
be required to pay that kind of sacrifice.
be required to pay that kind of sacrifice.
377
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4096
我們大部份人不需要
做出那樣的犧牲。
做出那樣的犧牲。
15:58
But what happens is
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1256
但可以看見的是，
16:00
that it basically is a little bit
like that basic story structure.
like that basic story structure.
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3296
基本上，這就有點像故事的基礎結構。
16:03
Life can be like that.
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1376
人生就像是那樣。
16:04
You know, you guys are all likable people,
381
952800
2256
你們都是討喜的人物，
16:07
you have a desire,
you encounter roadblocks,
you encounter roadblocks,
382
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3056
你們有渴望，你們會遇到障礙，
16:10
and we stop there.
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1376
然後我們就停在那裡了。
16:11
We're just like, you know,
"I had this idea,
"I had this idea,
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2096
我們會像是：「我有個想法，
16:13
but I'm not going to put it out there.
385
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1856
但我不會把它傳出去。
16:15
It's been rejected."
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1256
它已經被拒絕了。」
16:16
You know, we self-sabotage our own ideas,
387
964840
3896
我們破壞自己的想法，
16:20
we just butt up against the roadblocks
and butt up against the roadblocks
and butt up against the roadblocks
388
968760
3456
我們碰到困難就停下來，
碰到困難就停下來
碰到困難就停下來
16:24
instead of choosing
to let the struggle transform us
to let the struggle transform us
389
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而不是選擇從掙扎中蛻變，
16:26
and choosing to go ahead
and have a dream and make it real.
and have a dream and make it real.
390
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3240
而不是選擇向前走、
擁有夢想並去實現夢想。
擁有夢想並去實現夢想。
16:30
And you know, if anyone --
if I can do this, anybody can do this.
if I can do this, anybody can do this.
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如果任何人── 如果我能做到，
任何人都能做到。
任何人都能做到。
16:34
I was raised in an economically
and emotionally starved environment.
and emotionally starved environment.
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我成長的環境，
在經濟上和情緒上都很匱乏。
在經濟上和情緒上都很匱乏。
16:38
First time I got to go to a camp
with my sister, I was abused.
with my sister, I was abused.
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我第一次和妹妹跑去露營時，被打了。
16:42
Wasn't the first time I was abused,
it was just the most aggressive.
it was just the most aggressive.
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那並不是我第一次被打，
只是那是最侵略性的一次。
只是那是最侵略性的一次。
16:45
And my mom and dad --
they married each other three times,
they married each other three times,
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我的父母──他們彼此結婚了三次，
16:48
(Audience murmurs)
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（觀眾低語）
16:49
Yeah, that was tumultuous,
and when they weren't fighting
and when they weren't fighting
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是啊，挺混亂的，
而當他們不吵架時，
而當他們不吵架時，
16:52
they were helping sober up
some alcoholic that was living with us
some alcoholic that was living with us
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他們協助一些和我們同住的酒鬼清醒，
16:55
because they were both sober alcoholics.
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因為只有他們兩個是清醒的酒鬼。
16:57
So my mom abandoned us
when I was sixteen years old.
when I was sixteen years old.
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在我十六歲時，我媽媽拋棄了我們。
16:59
And I took on a role of caretaker
of my home and of my siblings.
of my home and of my siblings.
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我接下了照顧家庭和手足的角色。
17:03
And I married. I met a man.
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我結婚了。我遇到了一個男人。
17:06
Fell in love. I went to a year of college.
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我戀愛了。我去上了一年大學。
17:08
I did what every single,
bright, young girl should do --
bright, young girl should do --
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我做了每位單身聰明的
年輕女孩應該做的事──
年輕女孩應該做的事──
17:11
I got married when
I was eighteen years old.
I was eighteen years old.
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我在十八歲的時候結婚了。
17:13
And you know what?
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你們知道嗎？
17:14
I knew, I knew
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我知道，我知道
17:17
that I was born for more than this.
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我的人生價值不只如此。
17:19
And right at the point
in the story of my life I had a choice.
in the story of my life I had a choice.
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就在我人生故事的那個時點，
我有一個選擇，
我有一個選擇，
17:22
I could let all these things push me down
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我可以讓那一切把我打敗，
17:25
and I could let all my ideas
die inside of me.
die inside of me.
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我可以讓我所有的想法
都在我心中死去。
都在我心中死去。
17:27
I could just say, you know,
life is too hard to change the world.
life is too hard to change the world.
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我可以就這樣說：
要改變世界的人生太辛苦了。
要改變世界的人生太辛苦了。
17:30
It's just too tough.
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就是太艱辛了。
17:31
But I chose a different story for my life.
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但我為我的人生選了不同的故事。
17:34
(Laughter)
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（笑聲）
17:36
Don't you know it?
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你們不知道嗎？
17:38
And so I feel like
there's people in this room --
there's people in this room --
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所以我覺得，在這間講廳中的人，
17:41
you got those little
Suavitos baking spices
Suavitos baking spices
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你們都有小小的 Suavitos 調味料，
17:43
and you're just like,
"You know, It's not that big a deal."
"You know, It's not that big a deal."
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你們會說：「那沒什麼大不了的。
17:46
"It's really not
the whole world I can change."
the whole world I can change."
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我不能改變整個世界。」
17:48
But you know, you can change your world.
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但你們可以改變你們的世界，
17:50
You can change your life.
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可以改變你們的人生，
17:51
You can change the world
that you have control over,
that you have control over,
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可以改變你能控制的人生，
17:53
you can change your sphere.
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可以改變你的環境。
17:55
I want to encourage you to do that.
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我想鼓勵各位這樣做。
17:57
Because you know what?
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因為，你們知道嗎？
17:58
The future isn't a place
that we're going to go.
that we're going to go.
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未來並不是我們走向的地方。
18:02
It's a place that you get to create.
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未來是你能創造出來的地方。
18:05
I want to thank you.
Bless you. God bless you.
Bless you. God bless you.
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我想謝謝各位。願上帝祝福各位。
18:08
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Nancy Duarte - CEO, presentation designerNancy Duarte believes that ideas are the most powerful tools people have. Her passion is to help every person learn to communicate their world-changing idea effectively.
Why you should listen
Nancy Duarte is an expert in presentation design and principal of Duarte Design, where she has served as CEO for 21 years. Nancy speaks around the world, seeking to improve the power of public presentations. She is the author of Slide:ology: The Art and Science of Creating Great Presentations as well as Resonate: Present Visual Stories that Transform Audiences and the recent HBR Guide to Persuasive Presentations.
Watch Duarte's recent webinar on making presentations remotely >>
Nancy Duarte | Speaker | TED.com