TEDGlobal 2012
Robin Chase: Excuse me, may I rent your car?
羅賓雀斯（Robin Chase）：不好意思，可以跟你租車嗎？
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十多年前，羅賓雀斯（Robin Chase）在美國成立了 Zipcar，現在已是全球最大的汽車共享公司。如今她正開疆擴地，要使汽車共享模式更上一層樓： Buzzcar，成立於法國的第一間公司，使人們可以租借彼此的汽車。 創立公司的經過相當引人入勝（到底要怎麼設定合約的保險條款？）。其宏觀的展望（她稱之為"同儕交易公司"）指出了所有權和創業精神的新定義。
Robin Chase - Transport networker
With Zipcar, Robin Chase introduced car-crazy America to the concept of non-ownership. Now she's flipping that model with Buzzcar, which lets you rent your own auto to your neighbors. Full bio
With Zipcar, Robin Chase introduced car-crazy America to the concept of non-ownership. Now she's flipping that model with Buzzcar, which lets you rent your own auto to your neighbors. Full bio
Double-click the English transcript below to play the video.
00:17
Twelve years ago, I founded Zipcar.
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十二年前，我成立了 Zipcar 公司
00:21
Zipcar buys cars and parks them
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Zipcar 收購車輛並將這些車子
00:24
throughout dense metropolitan areas
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停在人口密集的都會區
00:26
for people to use, by the hour and by the day,
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租給人們使用，以小時或天數計價
00:29
instead of owning their own cars.
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讓人們不需要自己買車子
00:32
Each Zipcar replaces 15 personal cars,
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每輛 Zipcar 可以減少 15 輛私有車
00:36
and each driver drives about 80 percent less
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而且每位駕駛的里程數比之前少了八成
00:39
because they're now paying the full cost,
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因為他們現在要全額付費了
00:41
all at once, in real time.
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一次付清，按時計費
00:44
But what Zipcar really did was make sharing the norm.
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但其實 Zipcar 在做的事，是讓共享成為規範
00:48
Now, a decade later, it's really time to push the envelope a little bit,
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現在，十年過了，再次挑戰自我的時刻了
00:52
and so a couple years ago I moved to Paris
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所以幾年前我搬到了巴黎
00:54
with my husband and youngest child,
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帶著我丈夫和我家幼子
00:57
and we launched Buzzcar a year ago.
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並在一年前成立了Buzzcar
01:00
Buzzcar lets people rent out their own cars
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在 Buzzcar，人們可以把自己的車子
01:03
to their friends and neighbors.
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租給他們的朋友或鄰居
01:05
Instead of investing in a car, we invest in a community.
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我們投資一個社區而非投資一輛車子
01:10
We bring the power of a corporation
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我們讓普通人能利用企業級的資源
01:12
to individuals who add their cars to the network.
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將其私有車登錄上網
01:16
Some people call this peer-to-peer.
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有人稱之為「同儕交易」
01:19
This does express the humanity of what's going on,
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這的確體現了"何謂人性"
01:23
and the personal relationships,
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也體現了人際關係
01:25
but that is also like saying that it's the same thing
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不過你們也可以說這跟跳蚤市場
01:28
as a yard sale or a bake sale or babysitting.
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賣蛋糕、褓姆工作是差不多的
01:31
That's peer-to-peer.
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這就是「同儕交易」
01:32
It's like saying yard sales are the same thing as eBay,
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這就像說跳蚤市場和 eBay 是同樣的東西
01:37
or craft fairs are the same thing as Etsy.
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或說工藝品交易是跟 Etsy 同樣的東西
01:44
But what's really happening is that we've got the power
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但是事實上，我們擁有的是
01:47
of a free and open Internet,
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自由、開放的網路力量
01:49
and on top of that we're putting a platform for participation,
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在網路上，我們提供一個媒合的平台
01:52
and the peers are now in partnership with the company,
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人們與公司可以成為事業夥伴
01:56
creating shared value on shared values,
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有了共同利基才得以創造共享價值觀
01:59
and each strengthening the other, and doing what the other can't do.
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彼此強化，互補另一方不足之處
02:04
I call this Peers, Inc.
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我稱之為「同儕交易」公司
02:07
The incorporated side, the company,
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從企業角度來看，公司的作用
02:09
is doing things that it does really well.
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就是發揮本身的專長
02:12
What does it do really well? It creates economies of scale,
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何謂公司專長？那就是開創經濟的規模
02:16
significant and long-term resource investment,
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決定性的、長期性的資源投資
02:20
the expertise of many different kinds of people
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培養各領域的專業人士
02:23
and different kinds of minds, and for individuals,
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以及多元化的思考模式，對個人
02:26
consumers, it's bringing the standards, rules and recourse
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也就是消費者來說，企業建立的規範、規則及提供的幫助
02:29
that we really want as consumers,
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都是我們這些消費者真正想要的
02:31
and this is kind of bound up in a brand promise,
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這與企業品牌的信譽可說是密不可分
02:34
and the companies are providing this on a platform for participation.
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各家公司在這個平台上提供了合夥的機會
02:39
Peers are giving and doing things
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而人們能做的，能提供的是
02:42
that are incredibly expensive for companies to do.
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如果由公司進行，成本將會相當可觀
02:45
What do they bring? They bring this fabulous diversity,
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他們提供了什麼？對公司而言，他們提供的是
02:48
expensive for companies. And what does that deliver?
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難能可貴的多樣性。這種多樣性有甚麼好處？
02:51
It delivers localization and customization,
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產品的在地化和客製化
02:54
specialization, and all of this aspect about social networks
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以及專業化。然而，所有這些社群網路帶來的遠景
02:57
and how companies are yearning and eager to get inside there?
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和這些公司渴望參與其中的程度
03:00
It's natural for me. Me and my friends, I can connect to them easily.
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在我看來是理所當然。我和我朋友，
我可以輕鬆地聯繫這些公司
我可以輕鬆地聯繫這些公司
03:04
And it also delivers really fabulous innovation,
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多元性還能刺激出非常棒的創新想法
03:08
and I'll talk about that later.
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這我稍後再談
03:09
So we have the peers that are providing the services and the product,
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所以我們有這些個體戶能提供服務和產品
03:12
and the company that's doing the stuff that companies do.
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而公司則各盡其責，恪守其職
03:17
The two of these are delivering the best of both worlds.
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兩者的合作使雙方都受益無窮
03:21
Some of my favorite examples:
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舉幾個我最喜歡的例子：
03:23
in transportation, Carpooling.com. Ten years old,
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在交通運輸方面，有 Carpooling.com，成立了十年
03:27
three and a half million people have joined up,
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成員有 350 萬人
03:29
and a million rides are shared every day.
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每天有一百萬的共乘車次
03:31
It's a phenomenal thing. It's the equivalent
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這是非常驚人的事，這樣的承載量相當於
03:35
of 2,500 TGV trains,
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2,500 班次的法國高速列車
03:38
and just think, they didn't have to lay a track or buy a car.
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想想看，人們不用鋪設任何軌道，連一輛車也不用買
03:42
This is all happening with excess capacity.
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這都要歸功於如此龐大的乘載量
03:44
And it's not just with transportation, my love,
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而且不只是交通運輸，親愛的各位
03:48
but of course in other realms. Here's Fiverr.com.
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當然在其他領域也能看到。例如 Fiverr.com
03:51
I met these founders just weeks after they had launched,
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這項服務剛推出不到幾個禮拜時，我和那些創辦人碰過面
03:54
and now, in two years, what would you do for five dollars?
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到現在已經兩年了，你們願意為五塊美金做什麼？
03:58
Seven hundred and fifty thousand gigs are now posted after two years,
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過去的兩年裡，人們張貼了 75 萬項的服務需求
04:03
what people would do for five dollars.
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人們願意為了五塊美元做什麼
04:05
And not just easy things that anyone can do.
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這些可不只是人人可以做的容易差事
04:09
This Peers, Inc. concept is in a very difficult and complex realm.
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這家「同儕交易」公司，採用的概念非常困難而複雜
04:14
TopCoder has 400,000 engineers who are delivering
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TopCoder 上有四十萬名接受挑戰的工程師
04:18
complex design and engineering services.
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正在解決複雜的程式設計和工程設計
04:22
When I talked to their CEO, he had this great line.
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我和他們的執行長聊天時，他說了一句很棒的話
04:24
He said, "We have a community that owns its own company."
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他說："我們有一個自己開公司的社群"
04:29
And then my all-time favorite, Etsy.
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接下來是我的最愛，Etsy
04:31
Etsy is providing goods that people make themselves
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Etsy 提供的都是會員的手做商品
04:35
and they're selling it in a marketplace.
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然後再放在網路商場上販賣
04:36
It just celebrated its seventh anniversary,
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不久前才歡慶了七周年的紀念日
04:40
and after seven years, last year it delivered
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七年過去了，他們去年貢獻了
04:42
530 million dollars' worth of sales to all those individuals
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價值五億三千萬美元的市場產值
04:48
who have been making those objects.
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給這些提供商品的會員
04:51
I know you guys out there who are businesspeople,
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我知道在座各位有些是做生意的
04:54
are thinking, "Oh my God, I want to build one of those.
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你們在想：" 我的天啊，我也想蓋個像這樣的平台
04:56
I see this incredible speed and scale.
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這種速度和規模真讓人難以置信
04:58
You mean all I have to do is build a platform and all these people are going
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你是說我只要蓋個平台就好，然後所有人就會
05:00
to put their stuff on top and I sit back and roll it in?"
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把自己的東西放上去，然後我就可以坐下來等收錢嗎？"
05:03
Building these platforms for participation are so nontrivial to do.
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構建這些撮合工作夥伴的平台太容易了
05:08
I think of the difference of Google Video versus YouTube.
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我想到的是 Google Video 和 YouTube 之間的差異
05:12
Who would have thought that two young guys and a start-up
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誰會想到這兩個年輕人創立的事業
05:15
would beat out Google Video? Why?
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會擊敗 Google Video呢？為什麼？
05:18
I actually have no idea why. I didn't talk to them.
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其實我也不知道。我沒有和他們聊過
05:20
But I'm thinking, you know, they probably had
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但是我覺得，你知道，他們說不定曾經調整過
05:22
the "share" button a little bit brighter and to the right,
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那個“分享”的選項，讓它明顯一點，然後靠右一點
05:24
and so it was easier and more convenient for the two sides
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因此讓使用網站上傳和瀏覽的那些
05:27
that are always participating on these networks.
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死忠用戶覺得更方便，更好上手
05:30
So I actually know a lot about building a peer platform now,
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直到現在，我才真的了解如何建造一個對等的平台
05:35
and a Peers, Inc. company, because I've spent
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還有這間「同儕交易」公司，因為我前兩年
05:36
the last two years doing that in Paris.
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就是在巴黎做這件事
05:40
So let me take you back how it's so incredibly different
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我們回到主題，當初成立 Zipcar 的作法
05:43
building Buzzcar than it was building Zipcar,
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和先前成立 Buzzcar 的做法完全不同
05:46
because now every single thing we do has these two
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因為現在我們推出的每種服務
05:48
different bodies that I have to be thinking about:
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都必須從雙方不同的角度來考慮：
05:51
the owners who are going to provide the cars
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準備提供自己車子的車主
05:54
and the drivers who are going to rent them.
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以及準備承租車子的駕駛人
05:56
Every single decision, I have to think about what is right for both sides.
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每一項決定，我都要使其兼顧雙方的利益
06:00
There are many, many examples and I'll give you one
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有很多很多例子，我舉其中之一
06:02
that is not my favorite example: insurance.
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不過這不是我最喜歡的例子： 保險
06:05
It took me a year and a half to get the insurance just right.
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我花了一年半的時間才搞定保險內容
06:10
Hours and hours of sitting with insurers and many companies
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花了許多時間和那些承保人還有許多間保險公司面談
06:13
and their thoughts about risk and how this is totally innovative,
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了解他們對於風險的看法，並告訴他們這種全新的創意
06:17
they'd never thought of it before.
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是他們從來沒想過的做法
06:18
Way too much money, I just can't even go there, with lawyers,
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需要的資金太多，我不能就這樣投入，我和律師們
06:22
trying to figure out how this is different, who's responsible to whom,
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試圖釐清這種保險和其他保險有何不同，以及責任歸屬的問題
06:25
and the result was that we were able to provide owners
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最後我們終於讓車主有了保障
06:28
protection for their own driving records and their own history.
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讓可能發生的事故不會列入他們的駕駛記錄
06:33
The cars are completely insured during the rental,
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這些車在承租期間全程保險
06:34
and it gives drivers what they need, and what do they need?
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也顧及了承租駕駛的需要，他們的需求為何？
06:38
They need a low deductible,
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他們需要低廉的抵扣稅
06:41
and 24-hour roadside assistance.
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和 24 小時道路救援服務
06:43
So this was a trick to get these two sides.
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這就是讓雙方都滿意的訣竅
06:46
So now I want to take you to the moment of --
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現在，我要提出一個問題請各位想想
06:50
When you're an entrepreneur, and you've started a new company,
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如果你是企業家，你剛創立了一間新公司
06:54
there's the, here's all the stuff we do beforehand,
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然後呢，我們做了這些事前準備
06:56
and then the service launches. What happens?
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然後開始營運了。接下來呢？
07:00
So all those months of work, they come into play.
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好幾個月以來做的準備，開始發揮作用
07:05
Last June 1, we launched. It was an exciting moment.
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去年 6 月 1 日我們開始營運。令人興奮的時刻到了
07:09
And all the owners are adding their cars. It's really exciting.
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每個車主都登錄了他們的車。真是太令人興奮了
07:12
All the drivers are becoming members. It's excellent.
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所有的駕駛都成了會員，太棒了
07:15
The reservations start coming in, and here,
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然後開始有人預約，然後呢
07:19
owners who were getting text messages and emails
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車主接到了簡訊和電子郵件
07:22
that said, "Hey, Joe wants to rent your car for the weekend.
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上面寫："你好，這個週末老喬想租你的車
07:25
You can earn 60 euros. Isn't that great? Yes or no?"
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你可以賺 60 歐元。很棒不是嗎？要不要租？"
07:30
No reply. Like, a huge proportion of them
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結果沒人回覆。大部份的車主
07:33
couldn't be bothered after they had just started, they just signed up, to reply.
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不想剛剛加入會員就被人打擾，
他們要先登入網站才會回覆
他們要先登入網站才會回覆
07:37
So I thought, "Duh, Robin, this is the difference between
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所以我就想："我真笨，羅賓，這就是
07:41
industrial production and peer production."
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工業化生產和同儕化生產的差別。"
07:44
Industrial production, the whole point of industrial production
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工業化生產，工業化生產的基本原則
07:47
is to provide a standardized, exact service model
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是提供一個標準化的， 確實的服務模式
07:51
that is consistent every single time,
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每次都一樣，始終如一
07:53
and I'm really thankful that my smartphone is made
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我很慶幸我的智慧型手機
07:56
using industrial production.
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是工業化生產的
07:57
And Zipcar provides a very nice, consistent service
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Zipcar 提供相當優質的，始終如一的服務
08:00
that works fabulously.
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運行得非常順暢
08:02
But what does peer production do? Peer production
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同儕化生產呢？同儕化生產
08:05
is this completely different way of doing things,
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是另一種完全不同的模式
08:08
and you have a big quality range, and so eBay, cleverly,
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會產生很大的品質落差，所以聰明的 eBay
08:13
the first peer production, Peer, Inc. company, I'd say,
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同儕化生產的先鋒，第一間「同儕交易」公司，我必須承認
08:16
they figured out early on, we need to have ratings
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他們很早就想到了，必須要有評等機制
08:21
and commentaries and all that yucky side stuff.
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以及買家評論，而且還要能發表負評
08:24
We can flag that and we can put it to the side, and people
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我們可以標記這些用戶然後將之摒除在外
08:28
who are buyers and consumers don't have to deal with it.
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這種問題不需要那些買家和消費者來處理
08:32
So going back, this is my look of excitement and joy,
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話說回來，這是我激動和開心的表情
08:37
because all this stuff that I'd also been hoping for
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因為所有一切，也是我先前一直期望出現的
08:39
actually really did happen, and what's that?
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真的發生了，是什麼呢？
08:41
That is the diversity of what's going on.
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就是各式各樣的"怎麼回事！"
08:44
You have these different fabulous owners
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網站上這些與眾不同的車主
08:47
and their different cars, different prices,
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和他們不同的汽車，不同的價格
08:50
different locations. (Laughter)
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不同的地點（笑聲）
08:52
They dress differently, and they look different,
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他們的穿著不同，他們的長相不同
08:58
and, really, I love these photos every time I look at them.
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而且，說真的，每次我看著這些照片都很開心
09:03
Cool guys, excited guys,
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很酷的傢伙，興奮的傢伙
09:06
and here is Selma, who -- I love this driver.
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這位是塞爾瑪 — — 我愛這位駕駛
09:11
And after a year, we have 1,000 cars
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一年後，有一千輛汽車登錄
09:14
that are parked across France and 6,000 people
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來自法國各地，人數有六千
09:17
who are members and eager to drive them.
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他們加入會員，渴望租車來開
09:20
This would not be possible to do that in economic fashion
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這種時尚經濟是傳統的公司
09:24
for a traditional company.
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不可能辦得到的
09:26
Back to this spectrum.
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回頭看這張圖表
09:28
So what's happening is, we had the yuck side,
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所以呢，我們能說"爛透了"
09:31
but we actually had this real wow side.
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而且我們也能大聲說"太棒了"
09:33
And I can tell you two great stories.
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我來跟你們分享兩個很棒的故事
09:36
A driver was telling me that they went to rent a car
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有個駕駛人告訴我，他們想租一輛車
09:39
to go up the coast of France and the owner gave it to them,
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開去法國海岸，然後車主把車交給他們
09:43
and said, "You know what, here's where the cliffs are,
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然後說："你知道嗎，懸崖就那裡"
09:45
and here's all the beaches, and this is my best beach,
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"還有很多海灘，這是我最愛的海灘"
09:47
and this is where the best fish restaurant is."
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"還有這是最好的海鮮餐廳的地址。"
09:50
And the peers also become,
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所以同儕交易也變成
09:53
peers and owners create relationships,
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租車者和擁有者共創的關係
09:55
and so at the last minute people can --
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因此在緊急時刻，人們可以
09:57
a driver can say, "Hey, you know what, I really need the car,
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駕駛可以說："你好，你知道嗎，我真的需要這輛車
10:00
is it available?" And that person will say,
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可以出租嗎？” 然後車主會說
10:02
"Sure, my wife's at home. Go pick up the keys. Go do it."
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"當然，我妻子在家，去拿鑰匙吧。去吧。"
10:05
So you can have these really nice things that can't happen,
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所以我們讓這些不可思議的好事發生了
10:08
and it's a kind of "Wow!" and I want to say "Wow!"
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這是一種"太棒了！"，我也想說"太棒了！"
10:12
type of thing that's happening here, because individuals,
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之所以會發生這種事，都是因為這裡有各式各樣的人
10:14
if you're a company, what happens is you might have
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如果你擁有的是一家公司，你手下也許有
10:17
10 people who are in charge of innovation,
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十個負責創意的員工
10:19
or 100 people who are in charge of innovation.
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或是是一百個負責創意的員工
10:21
What happens in Peer, Inc. companies is that you have
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在「同儕交易」公司裡，你有的是
10:24
tens and hundreds and thousands and even millions
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幾十幾百幾千個，甚至上百萬個人
10:27
of people who are creating experiments on this model,
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用這種模式創造新體驗
10:31
and so out of all that influence and that effort,
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你所擁有的，如此豐富的創造力
10:33
you are having this exceptional amount of innovation
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憑藉的是這種模式的影響力和努力
10:38
that is coming out.
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才使其得以成真
10:40
So one of the reasons, if we come back to why did I
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當初為什麼將公司取名 Buzzcar 呢？
10:43
call it Buzzcar? I wanted to remind all of us
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至於我們這麼做的原因之一，先請大家回想一下
10:46
about the power of the hive,
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蜂巢有何驚人之處
10:49
and its incredible facility to create this platform
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牠們以不可思議的純熟技法來建造蜂巢
10:52
that individuals want to participate and innovate on.
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每個個體都想參與改造與創新
10:56
And for me, when I think about our future,
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在我看來，當我想到我們的未來
10:59
and all of those problems that seem incredibly large,
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所有的問題似乎都非常棘手
11:03
the scale is impossible, the urgency is there,
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規模似乎大到不可能解決，危機迫在眉梢
11:06
Peers, Inc. provides the speed and scale
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「同儕交易」公司提供的效率和規模
11:09
and the innovation and the creativity that is going to answer these problems.
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還有創意和創造力，將可以解決這些問題
11:13
All we have to do is create a fabulous platform for participation -- nontrivial.
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我們所要做的就是創造一個非常棒的媒合平台
-- 而且還很複雜
-- 而且還很複雜
11:19
So I continue to think that
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我不斷地思索著
11:22
transportation is the center of the hard universe.
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交通運輸是解決這難題的關鍵
11:25
All problems come back to transportation for me.
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我認為所有問題都會回到交通運輸
11:27
But there are all these other areas that are these profound,
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但是每個領域都遇到這種艱鉅的挑戰
11:31
big problems that I know that we can work on,
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我知道我們可以克服這些問題
11:34
and people are working on them in many different sectors,
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各方人馬也在努力尋求解決之道
11:37
but there's this really fabulous group of things
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而我們「同儕交易」公司的模式
11:40
with the power of this Peers, Inc. model.
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真的讓許多美妙無比的事實現了
11:44
So over the last decade, we've been reveling in
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所以，過去的十多年我們陶醉在網路的威力
11:51
the power of the Internet and how it's empowered individuals,
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以及網路如何使個人用戶如虎添翼
11:54
and for me, what Peers, Inc. does
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對我來說，「同儕交易」公司的作為是
11:57
is it takes it up a notch. We're now bringing the power
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它將這種力量提升了一個等級。現在我們能把
12:01
of the company and the corporation
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公司和企業的能量
12:04
and supercharging individuals.
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灌注在個人，使其更有威力
12:06
So for me, it's a collaboration.
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所以對我來說，這才是合作。
12:10
Together, we can. (Applause)
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我們一起，我們辦得到。（掌聲）
12:14
Thank you. (Applause)
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謝謝大家。（掌聲）
ABOUT THE SPEAKER
Robin Chase - Transport networkerWith Zipcar, Robin Chase introduced car-crazy America to the concept of non-ownership. Now she's flipping that model with Buzzcar, which lets you rent your own auto to your neighbors.
Why you should listen
If she weren't a proven entrepreneur, you might imagine Robin Chase as a transportation geek, a dedicated civil servant, endlessly refining computer models of freeway traffic. If she weren't such a green-conscious problem-solver, you might take her for a startup whiz. Case in point: In 2000, Chase focused her MIT business training on a car-sharing scheme imported from Europe and co-founded Zipcar, now the largest car-sharing business in the world. Using a wireless key, location awareness and Internet billing, members pick up Zipcars at myriad locations anytime they want one.
Now Chase has launched Buzzcar, a car-sharing service in France with a twist: instead of a fleet of green Zipcars, the service lets users share their own cars and make money off their unused capacity. Call it peer-to-peer auto rental.
Read this insightful interview with Chase about starting a business and raising kids (including a supermodel).
Robin Chase | Speaker | TED.com