ABOUT THE SPEAKER
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.

Why you should listen

Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.

He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.

More profile about the speaker
Tom Wujec | Speaker | TED.com
TED2009

Tom Wujec: 3 ways the brain creates meaning

湯姆.伍耶克說明三種大腦創造意義的方法

Filmed:
1,202,950 views

資訊設計師 湯姆伍耶克 談到透過大腦的三個領域 幫助我們了解文字 影像 感覺和連結。在TEDU的簡短演說中,他問到: 如何能確保我們的大腦幫我們充分了大創意?
- Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio

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

00:12
Last year at TEDTED we aimed針對 to try to clarify澄清
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去年在TED 我們主要試著去釐清
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the overwhelming壓倒 complexity複雜
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在研討會中我們所獲得的
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and richness豐富 that we experience經驗 at the conference會議
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那麼龐雜,豐富的資訊
00:21
in a project項目 called Big Viz.
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這個計畫就叫做Big Viz
00:23
And the Big Viz is a collection採集 of 650 sketches素描
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而Big Viz 收集了650件草圖
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that were made製作 by two visual視覺 artists藝術家.
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這些全是由二位藝術家所完成
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David大衛 SibbetSibbet from The Grove樹林,
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The Grove的大衛西貝特
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and Kevin凱文 Richards理查茲, from Autodesk歐特克,
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以及Autodesk的凱文理查
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made製作 650 sketches素描 that strive努力 to capture捕獲
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所完成的650件草圖,設法掌握到
00:35
the essence本質 of each presenter's演示者 ideas思路.
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每位演講者想法的本質
00:39
And the consensus共識 was: it really worked工作.
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而大家一致認為,真的成功了
00:41
These sketches素描 brought to life the key ideas思路,
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這些草圖生動地呈現出關鍵的想法
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the portraits畫像, the magic魔法 moments瞬間
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我們去年所接觸到的人物
00:47
that we all experienced有經驗的 last year.
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以及我們所渡過的動人的時刻
00:49
This year we were thinking思維, "Why does it work?"
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今年我們則在思考: 這為什麼會成功?
00:52
What is it about animation動畫,
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究竟是動畫
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graphics圖像, illustrations插圖, that create創建 meaning含義?
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圖像?還是插畫?創造了意義?
00:57
And this is an important重要 question to ask and answer回答
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這會是一個重要的問題要回答的
01:00
because the more we understand理解 how the brain creates創建 meaning含義,
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因為我們愈了解大腦是如何創造意義的
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the better we can communicate通信,
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我們就愈能有效溝通
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and, I also think, the better we can think and collaborate合作 together一起.
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而我也認為, 也就愈能思考與合作得更好
01:08
So this year we're going to visualize想像 how
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因此今年我們要看看
01:10
the brain visualizes可視化.
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大腦如何呈現視覺
01:12
Cognitive認知 psychologists心理學家 now tell us that the brain
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認知心理學家告訴我們
01:14
doesn't actually其實 see the world世界 as it is,
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大腦並不是真的看見這個世界的樣子
01:17
but instead代替, creates創建 a series系列 of mental心理 models楷模
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而是創造一連串的心智模式
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through通過 a collection採集 of "Ah-ha啊,哈 moments瞬間,"
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透過許多頓悟、發現的瞬間所組成
01:22
or moments瞬間 of discovery發現, through通過 various各個 processes流程.
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或透過各式各樣的過程
01:24
The processing處理, of course課程, begins開始 with the eyes眼睛.
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這些過程,當然是從眼睛開始的
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Light enters進入, hits點擊 the back of the retina視網膜, and is circulated流傳,
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光線進到視網膜後面,然後被傳遞
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most of which哪一個 is streamed to the very back of the brain,
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大部分會進到大腦的最後面
01:33
at the primary visual視覺 cortex皮質.
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進到主要視覺皮質區
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And primary visual視覺 cortex皮質 sees看到 just simple簡單 geometry幾何,
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而主要視覺皮質只會看見簡單的幾何圖形
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just the simplest簡單 of shapes形狀.
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屬於最簡單的形狀
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But it also acts行為 like a kind of relay中繼 station
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但它也像是個轉運站在運作
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that re-radiates再輻射 and redirects重定向 information信息
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重新發射和重新定向訊號
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to many許多 other parts部分 of the brain.
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到大腦的其他部分
01:48
As many許多 as 30 other parts部分 that selectively選擇 make more sense,
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大腦的其他三十幾個部分則選擇性地產生更多知覺
01:51
create創建 more meaning含義 through通過 the kind of "Ah-ha啊,哈" experiences經驗.
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透過頓悟的經驗創造出意義
01:54
We're only going to talk about three of them.
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我們現在只要談其中的三個
01:56
So the first one is called the ventral腹的 stream.
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首先是腹側流
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It's on this side of the brain.
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它位在大腦的側邊
02:01
And this is the part部分 of the brain that will recognize認識 what something is.
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是大腦辨識東西的部位
02:05
It's the "what" detector探測器.
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它是一個"這是什麼"偵測器
02:07
Look at a hand. Look at a remote遠程 control控制. Chair椅子. Book.
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看一下手,看一看遙控器、椅子、書
02:11
So that's the part部分 of the brain that is activated活性
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所以這是大腦活躍的部分
02:14
when you give a word to something.
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能說出物體的正確名稱
02:16
A second第二 part部分 of the brain is called the dorsal stream.
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大腦的第二個部份叫做背側流
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And what it does is locates所處 the object目的
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而它主要幫物體定位
02:22
in physical物理 body身體 space空間.
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在實體空間中
02:25
So if you look around the stage階段 here
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所以當你看看舞台四周
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you'll你會 create創建 a kind of mental心理 map地圖 of the stage階段.
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你就會創造一個舞台的心智地圖
02:30
And if you closed關閉 your eyes眼睛 you'd be able能夠 to mentally精神上 navigate導航 it.
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如果閉上眼睛,你也能夠用心智走動
02:33
You'd be activating激活 the dorsal stream if you did that.
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這是你正在活用你的背側流
02:36
The third第三 part部分 that I'd like to talk about
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第三個我想要講的部分
02:38
is the limbic邊緣 system系統.
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是邊緣系統
02:40
And this is deep inside of the brain. It's very old, evolutionarily進化.
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位於大腦的深層部位,在進化上它是非常古老的
02:43
And it's the part部分 that feels感覺.
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屬於感覺的部分
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It's the kind of gut腸道 center中央, where you see an image圖片
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它算是一種直覺中心,你看見了影像
02:47
and you go, "Oh! I have a strong強大
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會覺得: 喔! 對於這個東西
02:49
or emotional情緒化 reaction反應 to whatever隨你 I'm seeing眼看."
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我有種強烈、情緒性的感受
02:53
So the combination組合 of these processing處理 centers中心
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所以結合這些程序中心
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help us make meaning含義 in very different不同 ways方法.
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幫助我們用不同方式產生意義
03:00
So what can we learn學習 about this? How can we apply應用 this insight眼光?
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所以我們從這學到什麼? 可以怎麼用這些洞察?
03:03
Well, again, the schematic概要 view視圖
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再一次的,用草圖表示
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is that the eye visually視覺 interrogates詢問 what we look at.
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眼睛會問我們在看什麼
03:08
The brain processes流程 this in parallel平行, the figments虛構 of information信息
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大腦則同步處理這些虛構的訊息
03:11
asking a whole整個 bunch of questions問題
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藉由提出一連串的問題
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to create創建 a unified統一 mental心理 model模型.
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創造出統一的心智模式
03:15
So, for example, when you look at this image圖片
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舉個例子,當你看著這個影像
03:18
a good graphic圖像 invites邀請 the eye to dart around,
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一個好圖會讓你的眼睛停留在四周
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to selectively選擇 create創建 a visual視覺 logic邏輯.
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而選擇性地創造了視覺邏輯
03:23
So the act法案 of engaging, and looking at the image圖片 creates創建 the meaning含義.
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所以透過行動及影像觀看創造了意義
03:28
It's the selective可選擇的 logic邏輯.
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這是選擇性邏輯
03:30
Now we've我們已經 augmented增強 this and spatialized空間化 this information信息.
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現在我們已經詳細說明這個資訊
03:33
Many許多 of you may可能 remember記得 the magic魔法 wall that we built內置
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你們很多人應該還記得我們所建造的神奇之牆
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in conjunction連詞 with Perceptive感知的 Pixel像素
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連結了感知像素
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where we quite相當 literally按照字面 create創建 an infinite無窮 wall.
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這我們確實是創造了一個無限之牆
03:41
And so we can compare比較 and contrast對比 the big ideas思路.
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因此我們可以比較並對照這個大想法
03:43
So the act法案 of engaging and creating創建 interactive互動 imagery意象
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透過參與行動與建立交互影像
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enriches的豐富 meaning含義.
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能夠豐富意義
03:48
It activates激活 a different不同 part部分 of the brain.
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它讓大腦的不同部位活躍起來
03:51
And then the limbic邊緣 system系統
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邊緣系統的活躍
03:53
is activated活性 when we see motion運動, when we see color顏色,
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在我們看見動作、看見顏色的時候
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and there are primary shapes形狀 and pattern模式 detectors探測器
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那裡有主要形狀及圖樣的偵測器
03:59
that we've我們已經 heard聽說 about before.
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這我們其實已經知道的
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So the point of this is what?
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所以到底重點是什麼?
04:03
We make meaning含義 by seeing眼看,
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我們透過視覺診斷
04:06
by an act法案 of visual視覺 interrogation問診.
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來製造意義
04:08
The lessons教訓 for us are three-fold三倍.
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這堂課對我們有三個面向
04:10
First, use images圖片 to clarify澄清 what we're trying to communicate通信.
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首先,用影像來釐清我們設法要傳達的東西
04:14
Secondly其次 make those images圖片 interactive互動
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第二,讓這些影像有互動
04:17
so that we engage從事 much more fully充分.
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因此我們能夠更投入
04:19
And the third第三 is to augment增加 memory記憶
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第三,藉由讓視覺持續
04:21
by creating創建 a visual視覺 persistence堅持.
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來強化記憶
04:23
These are techniques技術 that can be used to be --
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這些技術可以用來
04:26
that can be applied應用的 in a wide range範圍 of problem問題 solving.
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應用在廣泛的問題解決
04:30
So the low-tech技術含量低 version looks容貌 like this.
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而低階的版本看起來就像這樣
04:32
And, by the way, this is the way in which哪一個
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另外,這就是我們Autodesk
04:34
we develop發展 and formulate制定
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用來發展與規劃
04:36
strategy戰略 within Autodesk歐特克,
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的策略
04:38
in some of our organizations組織 and some of our divisions.
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在我們的一些組織和部門
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What we literally按照字面 do is have the teams球隊
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我們真正做的只是讓團隊
04:43
draw out the entire整個 strategic戰略 plan計劃
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在一個巨大的牆上
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on one giant巨人 wall.
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畫出整個策略計畫
04:48
And it's very powerful強大 because everyone大家 gets得到 to see everything else其他.
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這相當的強而有力,因為每個人都能看到別人的
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There's always a room房間, always a place地點
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那兒總是會有空間、總有位子
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to be able能夠 to make sense of all of the components組件
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能夠讓所有的組件在這個策略計畫中
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in the strategic戰略 plan計劃.
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都產生意義
04:59
This is a time-lapse時間推移 view視圖 of it.
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這是一個時間快轉的景像
05:02
You can ask the question, "Who's誰是 the boss老闆?"
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你可以提出這樣的問題: 到底誰是老闆?
05:04
You'll你會 be able能夠 to figure數字 that out. (Laughter笑聲)
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而你將可以看得出來
05:12
So the act法案 of collectively and collaboratively協作
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所以共同合作的行動
05:15
building建造 the image圖片
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建立起影像
05:17
transforms變換 the collaboration合作.
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進而形成協同運作
05:20
No Powerpoint幻燈片 is used in two days.
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這二天,沒有使用簡報軟體
05:22
But instead代替 the entire整個 team球隊
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取而代之的是,整個團隊
05:24
creates創建 a shared共享 mental心理 model模型
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創造了共享的心智模式
05:26
that they can all agree同意 on and move移動 forward前鋒 on.
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他們所有人都能認同及前進
05:29
And this can be enhanced增強 and augmented增強 with
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這能夠強化、擴大
05:31
some emerging新興 digital數字 technology技術.
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一些發展中的數位科技
05:34
And this is our great unveiling揭幕 for today今天.
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這就是今天的揭示
05:37
And this is an emerging新興 set of technologies技術
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這是一個新興的科技組合
05:39
that use large-screen大屏幕 displays顯示器
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使用大型螢幕展示
05:42
with intelligent智能 calculation計算 in the background背景
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並有智慧型電腦在背後
05:45
to make the invisible無形 visible可見.
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讓看不見的東西視覺化
05:47
Here what we can do is look at sustainability可持續性, quite相當 literally按照字面.
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這裡我們能做的是持續看著
05:50
So a team球隊 can actually其實 look at
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一個團隊能夠真正看到
05:53
all the key components組件 that heat the structure結構體
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所有的組成結構的關鍵
05:56
and make choices選擇 and then see the end結束 result結果
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並做出決定,在這個螢幕上
05:58
that is visualized可視化 on this screen屏幕.
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看見最後成果
06:01
So making製造 images圖片 meaningful富有意義的 has three components組件.
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讓影像產生意義有三個部分
06:04
The first again, is making製造 ideas思路 clear明確 by visualizing可視化 them.
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第一,藉由視覺化讓想法清楚呈現
06:07
Secondly其次, making製造 them interactive互動.
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第二,讓它們互動
06:09
And then thirdly第三, making製造 them persistent一貫.
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第三,讓他們持續
06:11
And I believe that these three principles原則
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我相信這三個原則
06:13
can be applied應用的 to solving some of the very tough強硬 problems問題
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能夠應用在解決我們所面對的
06:17
that we face面對 in the world世界 today今天. Thanks謝謝 so much.
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艱難問題上。謝謝大家
06:19
(Applause掌聲)
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(掌聲)
Translated by Pauline YW Lin
Reviewed by Adrienne Lin

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ABOUT THE SPEAKER
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.

Why you should listen

Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.

He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.

More profile about the speaker
Tom Wujec | Speaker | TED.com