TEDxTokyo
Shimpei Takahashi: Play this word game to come up with original ideas
高橋新平: 玩遊戲，想出新點子
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高強新平一直以來的夢想就是設計玩具。但當他開始從事玩具研發工作時，卻發現以數據作為設計玩具的出發點，給他帶來了巨大壓力，甚至摧毀了他的創造力。在這段簡短而風趣的演講中，高橋描述了他如何重新開始天馬行空，並且和大家分享了一個簡單的遊戲，任何人都能從中獲得新點子。（日英雙語字幕）
Shimpei Takahashi - Toy designer
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas. Full bio
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas. Full bio
Double-click the English transcript below to play the video.
00:14
Hello.
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各位好。
00:16
I'm a toy developer.
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我是一名玩具研發員。
00:18
With a dream of creating new toys
that have never been seen before,
that have never been seen before,
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一直以來我都夢想著創造出
前無古人後無來者般的新玩具，
前無古人後無來者般的新玩具，
00:22
I began working at a toy company
nine years ago.
nine years ago.
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於是九年前，我開始
在一家玩具公司上班。
在一家玩具公司上班。
00:26
When I first started working there,
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當我剛入職的時，
00:28
I proposed many new ideas
to my boss every day.
to my boss every day.
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我每天都向上司提出許多新點子。
00:32
However, my boss always asked
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可是我的上司總會問我，
00:34
if I had the data to prove it would sell,
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是否有數據能夠證明
這些產品賣得出去，
這些產品賣得出去，
00:37
and asked me to think of product
development after analyzing market data.
development after analyzing market data.
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並且要求我分析了市場數據之後
才開始考慮產品的研發。
才開始考慮產品的研發。
00:40
Data, data, data.
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數據，數據，還是數據。
00:42
So I analyzed the market data
before thinking of a product.
before thinking of a product.
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於是我便先分析市場數據，
再考慮產品研發。
再考慮產品研發。
00:46
However, I was unable to think
of anything new at that moment.
of anything new at that moment.
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然後，我當時根本想不出任何新點子。
00:51
(Laughter)
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（笑聲）
00:52
My ideas were unoriginal.
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我的想法都不是原創的。
00:54
I wasn't getting any new ideas
and I grew tired of thinking.
and I grew tired of thinking.
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我想不到新點子，
並且開始厭倦了思考。
並且開始厭倦了思考。
00:58
It was so hard that I became this skinny.
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那段時間真是折磨啊，
我都瘦成這樣了。
我都瘦成這樣了。
01:03
(Laughter)
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（笑聲）
01:05
It's true.
(Applause)
(Applause)
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是真的哦。（掌聲）
01:08
You've all probably had
similar experiences and felt this way too.
similar experiences and felt this way too.
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或許在座各位都有過
類似的經歷和相同的感受。
類似的經歷和相同的感受。
01:12
Your boss was being difficult.
The data was difficult.
The data was difficult.
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你的上司很難取悅，
而數據又難以分析。
而數據又難以分析。
01:14
You become sick of thinking.
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你開始厭倦思考。
01:16
Now, I throw out the data.
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現在，我要拋開數據。
01:19
It's my dream to create new toys.
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我的夢想是創造出新玩具。
01:22
And now, instead of data,
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但是現在，我不用市場數據，
01:24
I'm using a game called Shiritori
to come up with new ideas.
to come up with new ideas.
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而是用一個叫做 Shiritori 的遊戲，
來想出新點子。
來想出新點子。
01:29
I would like to introduce
this method today.
this method today.
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今天我想把這個方法介紹給大家。
01:32
What is Shiritori?
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Shiritori （文字接龍）是什麼？
01:34
Take apple, elephant
and trumpet, for example.
and trumpet, for example.
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就拿蘋果、大猩猩、喇叭
這三個詞舉例。
這三個詞舉例。
01:37
It's a game where
you take turns saying words
you take turns saying words
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在這個遊戲裡，你們要輪流
說出一系列的日語詞彙，
說出一系列的日語詞彙，
01:39
that start with the last letter
of the previous word.
of the previous word.
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而新詞彙的第一個音節
必須是前一個詞彙的最後一個音節。
必須是前一個詞彙的最後一個音節。
01:41
It's the same in Japanese and English.
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這個遊戲在日語和英語裡都可以玩。
01:43
You can play Shiritori as you like:
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你可以以你喜歡的方式玩 Shiritori：
01:46
"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush]
[Cat, cola, concert, brush]
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“neko, kora, raibu, burashi, ” 諸如此類
[日語：貓，可樂，演奏會，刷子]
[日語：貓，可樂，演奏會，刷子]
01:49
Many random words will come out.
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許多看似隨機的詞彙就會蹦出來。
01:52
You force those words to connect to what
you want to think of and form ideas.
you want to think of and form ideas.
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你將這些詞彙與你想要思考的東西
聯繫起來，然後形成新點子。
聯繫起來，然後形成新點子。
01:57
In my case, for example,
since I want to think of toys,
since I want to think of toys,
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就拿我自己來說，
我想要思考和玩具有關的，
我想要思考和玩具有關的，
02:00
what could a toy cat be?
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一個玩具貓可以是什麼樣的呢？
02:03
A cat that lands after doing
a somersault from a high place?
a somersault from a high place?
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一個可以從高空中翻筋斗、
然後安然著地的貓咪？
然後安然著地的貓咪？
02:07
How about a toy with cola?
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帶可樂的玩具，這個主意如何？
02:09
A toy gun where you shoot cola
and get someone soaking wet?
and get someone soaking wet?
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一把可以用來發射可樂、
把別人弄成落湯雞的玩具槍？
把別人弄成落湯雞的玩具槍？
02:12
(Laughter)
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（笑聲）
02:13
Ridiculous ideas are okay.
The key is to keep them flowing.
The key is to keep them flowing.
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哪怕是荒唐的想法也沒關係，
關鍵是要一直有新點子。
關鍵是要一直有新點子。
02:16
The more ideas you produce, you're sure
to come up with some good ones, too.
to come up with some good ones, too.
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你能想出的新點子越多，
你就一定會有好點子。
你就一定會有好點子。
02:21
A brush, for example.
Can we make a toothbrush into a toy?
Can we make a toothbrush into a toy?
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比如說，一把刷子。
我們能不能將牙刷做成玩具呢？
我們能不能將牙刷做成玩具呢？
02:26
We could combine
a toothbrush with a guitar and --
a toothbrush with a guitar and --
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我們可以將牙刷與吉他結合，
結果就是 ﹣
結果就是 ﹣
02:30
(Music noises) --
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（音樂響起） ﹣
02:32
you've got a toy you can play with
while brushing your teeth.
while brushing your teeth.
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你刷牙的時候就有玩具可以玩啦。
02:35
(Laughter) (Applause)
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（笑聲）（掌聲）
02:37
Kids who don't like to brush
their teeth might begin to like it.
their teeth might begin to like it.
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不喜歡刷牙的小孩可能會愛上刷牙哦。
02:41
Can we make a hat into a toy?
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我們能不能把帽子做成玩具呢？
02:44
How about something like a roulette game,
where you try the hat on one by one,
where you try the hat on one by one,
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俄羅斯輪盤怎麼樣？
你們可以輪流戴上帽子，
你們可以輪流戴上帽子，
02:48
and then, when someone puts it on,
a scary alien breaks through the top
a scary alien breaks through the top
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然後輪到某個人時，
突然有個可怕的外星生物衝破帽頂，
突然有個可怕的外星生物衝破帽頂，
02:53
screaming, "Ahh!"
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尖叫道，“啊！”
02:55
I wonder if there would be
a demand for this at parties?
a demand for this at parties?
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我猜想，各類派對會不會
對這樣的產品有需求呢？
對這樣的產品有需求呢？
02:58
Ideas that didn't come out while you stare
at the data will start to come out.
at the data will start to come out.
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你盯著數據看時無法獲取的想法，
這樣一來便輕而易舉地出現了。
這樣一來便輕而易舉地出現了。
03:03
Actually, this bubble wrap,
which is used to pack fragile objects,
which is used to pack fragile objects,
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實際上，用來保護易碎物品的氣泡膜
03:09
combined with a toy,
made Mugen Pop Pop,
made Mugen Pop Pop,
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可以與玩具結合，成為「無窮氣泡」，
03:14
a toy where you can pop
the bubbles as much as you like.
the bubbles as much as you like.
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你就可以隨心所欲地按壓上面的氣泡。
03:17
It was a big hit when it reached stores.
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這個產品上架時便大紅大紫。
03:20
Data had nothing to do with its success.
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它的成功和數據無關。
03:22
Although it's only popping bubbles,
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儘管這個玩具只不過是擠壓氣泡而已，
03:25
it's a great way to kill time,
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它不失為一個消磨時間的好方法，
03:27
so please pass this around
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所以請四處傳遞一下這個玩具，
03:29
amongst yourselves today and play with it.
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以供在座各位賞玩。
03:32
(Applause)
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（掌聲）
03:36
Anyway, you continue to come up with
useless ideas.
useless ideas.
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但不管怎樣，你還是
會有一些無用的想法。
會有一些無用的想法。
03:39
Think up many trivial ideas, everyone.
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各位，想想那些不值一提的小點子。
03:41
If you base your ideas on data analysis
and know what you're aiming for,
and know what you're aiming for,
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如果你只將點子基於數據分析，
始終清楚地盯著一個目標看，
始終清楚地盯著一個目標看，
03:45
you'll end up trying too hard,
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那你一定會努力過了頭，
03:48
and you can't produce new ideas.
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反而想不出什麼新點子。
03:50
Even if you know what your aim is,
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即使你清楚地了解自己的目標，
03:52
think of ideas as freely as if you were
throwing darts with your eyes closed.
throwing darts with your eyes closed.
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而且輕而易舉就能想到新點子也沒用。
03:56
If you do this, you surely will hit
somewhere near the center.
somewhere near the center.
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但如果你這樣做，你遲早會接近成功，
03:59
At least one will.
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至少有一個點子會成功。
04:00
That's the one you should choose.
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那就是你應該做出的選擇。
04:02
If you do so, that idea will be in demand
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如果你這樣做了，
市場就會對那個點子產生需求，
市場就會對那個點子產生需求，
04:05
and, moreover, it will be brand new.
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不僅如此，這就會是一個全新的點子。
04:08
That is how I think of new ideas.
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我就是這樣想出新點子的。
04:10
It doesn't have to be Shiritori;
there are many different methods.
there are many different methods.
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不一定是要通過玩 Shiritori；
還有許多不同的方法。
還有許多不同的方法。
04:13
You just have to choose words at random.
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你需要做的，僅僅是隨機選出一些詞。
04:15
You can flip through a dictionary
and choose words at random.
and choose words at random.
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你可以翻開一下字典，隨意選一些詞。
04:18
For example, you could look up two
random letters and gather the results
random letters and gather the results
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比如說，你可以隨意查看兩個詞，
然後把它們相結合，
然後把它們相結合，
04:22
or go to the store
and connect product names
and connect product names
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或者走進一家商店，把商品的名稱
04:26
with what you want to think of.
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與你想要考慮的方向相結合。
04:29
The point is to gather random words,
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關鍵在於獲取隨機詞彙，
04:33
not information from the category
you're thinking for.
you're thinking for.
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而不是從你所想的分類中挑選信息。
04:36
If you do this, the ingredients for
the association of ideas are collected
the association of ideas are collected
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如果你這樣做，你就會獲得各種想法，
04:42
and form connections
that will produce many ideas.
that will produce many ideas.
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並且形成一些列的關聯，
從而產生許多新點子。
從而產生許多新點子。
04:45
The greatest advantage to this method
is the continuous flow of images.
is the continuous flow of images.
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這個方法最大的優勢在於
有源源不斷流動的畫面。
有源源不斷流動的畫面。
04:49
Because you're thinking
of one word after another,
of one word after another,
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因為當你一個接著一個地想詞彙時，
04:52
the image of the previous word
is still with you.
is still with you.
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前一個詞所產生的圖片
還存在於你的腦海中。
還存在於你的腦海中。
04:54
That image will automatically
be related with future words.
be related with future words.
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那幅圖片將會與接下來的詞
自動產生聯繫。
自動產生聯繫。
04:57
Unconsciously, a concert will
be connected to a brush
be connected to a brush
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不知不覺中，演唱會
就和牙刷扯上了關係，
就和牙刷扯上了關係，
05:00
and a roulette game
will be connected to a hat.
will be connected to a hat.
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輪盤就和帽子扯上了關係。
05:02
You wouldn't even realize it.
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你甚至都不會察覺到這個過程。
05:03
You can come up with ideas that
you wouldn't have thought of otherwise.
you wouldn't have thought of otherwise.
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你可以獲得那些前所未有的想法。
05:07
This method is, of course,
not just for toys.
not just for toys.
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當然啦，這個方法不僅僅使用與玩具。
05:09
You can collect ideas for books, apps,
events, and many other projects.
events, and many other projects.
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你也可以為書籍、軟體應用、活動，
以及其它各種計劃籌集想法。
以及其它各種計劃籌集想法。
05:13
I hope you all try this method.
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我希望你們都會試著去應用這個方法。
05:18
There are futures that are born from data.
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有些未來的確誕生於數據。
05:21
However, using this silly game
called Shiritori,
called Shiritori,
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然後，有了這個名叫
Shiritori 的傻遊戲，
Shiritori 的傻遊戲，
05:25
I look forward to
the exciting future you will create,
the exciting future you will create,
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我很期待看到你們將會
創造出的精彩未來，
創造出的精彩未來，
05:28
a future you couldn't even imagine.
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一個你們之前根本無法想像的未來。
05:32
Thank you very much.
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非常感謝各位。
05:34
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Shimpei Takahashi - Toy designerShimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas.
Why you should listen
Shimpei Takahashi has developed many toys for Bandai, including the popular Mugen Puchi Puchi, a game that exploits the universal love of popping bubble wrap. The toy received the Grand Prize "Trendy Toy" Award from the Japan Toy Association.
In 2005, Takahashi invented a board game called Simpei, while he also works in the digital realm, having designed the social gaming app, Onedari Wanko (Fawning Puppy).
Shimpei Takahashi | Speaker | TED.com