TEDxTokyo
Shimpei Takahashi: Play this word game to come up with original ideas
Shimpei Takahashi: Igrajte ovu igru da smislite originalne ideje
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Shimpei Takahashi je oduvijek sanjao o dizajniranju igračaka. No, kad je počeo raditi na razvijanju igračaka, primjetio je da mu pritisak korištenja podataka za početnu točku guši kreativnost. U ovom kratkom, smiješnom govoru, Takahashi opisuje kako je ponovno potaknuo protok ideja i dijeli jednostavnu igru, koju bilo tko može igrati, za proizvodnju novih ideja. (Na japanskom sa hrvatskim titlovima)
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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Pozdrav,
00:16
I'm a toy developer.
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Ja razvijam igračke.
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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Sa snom o kreiranju igračaka
koje nitko nikad nije vidio,
koje nitko nikad nije vidio,
00:22
I began working at a toy company
nine years ago.
nine years ago.
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počeo sam raditi u tvornici
igračaka prije devet godina.
igračaka prije devet godina.
00:26
When I first started working there,
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Kada sam prvi put počeo tamo raditi,
00:28
I proposed many new ideas
to my boss every day.
to my boss every day.
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predlagao sam puno novih ideja
svom šefu svaki dan.
svom šefu svaki dan.
00:32
However, my boss always asked
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Ipak, šef me uvijek pitao
00:34
if I had the data to prove it would sell,
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imam li podatke koji dokazuju da će se
prodavati,
prodavati,
00:37
and asked me to think of product
development after analyzing market data.
development after analyzing market data.
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i tražio od mene da razmišljam o razvoju
proizvoda nakon analize tržišta.
proizvoda nakon analize tržišta.
00:40
Data, data, data.
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Podaci, podaci, podaci.
00:42
So I analyzed the market data
before thinking of a product.
before thinking of a product.
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Tako sam analizirao tržišne podatke
prije razmišljanja o proizvodu.
prije razmišljanja o proizvodu.
00:46
However, I was unable to think
of anything new at that moment.
of anything new at that moment.
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Tada nisam mogao smisliti ništa
novo.
novo.
00:51
(Laughter)
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(Smijeh)
00:52
My ideas were unoriginal.
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Moje ideje su bile neoriginalne.
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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Nisam imao novih ideja i
dosadilo mi je razmišljati.
dosadilo mi je razmišljati.
00:58
It was so hard that I became this skinny.
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Bilo je toliko teško da sam ovako
omršavio.
omršavio.
01:03
(Laughter)
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(Smijeh)
01:05
It's true.
(Applause)
(Applause)
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Istina je.
(Pljesak)
(Pljesak)
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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Vjerojatno ste doživjeli slična iskustva i
osjećali se ovako.
osjećali se ovako.
01:12
Your boss was being difficult.
The data was difficult.
The data was difficult.
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Šef vam je bio težak.
Podaci su bili teški.
Podaci su bili teški.
01:14
You become sick of thinking.
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Razmišljanje vam je postalo mučno.
01:16
Now, I throw out the data.
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Izbacio sam podatke.
01:19
It's my dream to create new toys.
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Moj san je stvarati nove igračke.
01:22
And now, instead of data,
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I sad, umjesto podataka,
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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koristim igru imena Shiritori
da dobijem nove ideje.
da dobijem nove ideje.
01:29
I would like to introduce
this method today.
this method today.
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Želio bih vam predstaviti ovu metodu
danas.
danas.
01:32
What is Shiritori?
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Što je Shiritori?
01:34
Take apple, elephant
and trumpet, for example.
and trumpet, for example.
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Uzmite na primjer jabuku, slona
i trubu.
i trubu.
01:37
It's a game where
you take turns saying words
you take turns saying words
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To je igra gdje redom govorite riječi
01:39
that start with the last letter
of the previous word.
of the previous word.
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koje počinju sa zadnjim slovom prethodne
riječi.
riječi.
01:41
It's the same in Japanese and English.
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Jednako je u japanskom i hrvatskom
jeziku.
jeziku.
01:43
You can play Shiritori as you like:
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Možete igrati Shiritori kako želite:
01:46
"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush]
[Cat, cola, concert, brush]
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"neko, kora, raibu, burashi," itd.
[mačka, cola, koncert, četka]
[mačka, cola, koncert, četka]
01:49
Many random words will come out.
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Mnoge nasumične riječi se pojave.
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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Povežete te riječi sa onim o čemu
razmišljate i stvarate ideje.
razmišljate i stvarate ideje.
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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U mom slučaju, na primjer,
budući da razmišljam o igračkama,
budući da razmišljam o igračkama,
02:00
what could a toy cat be?
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kako može izgledati igračka mačke?
02:03
A cat that lands after doing
a somersault from a high place?
a somersault from a high place?
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Mačka koja sleti nakon prevrtanja
sa visine?
sa visine?
02:07
How about a toy with cola?
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Što kažete o igrački sa colom?
02:09
A toy gun where you shoot cola
and get someone soaking wet?
and get someone soaking wet?
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Igračka pištolj gdje pucate
colu i nekog smočite?
colu i nekog smočite?
02:12
(Laughter)
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(Smijeh)
02:13
Ridiculous ideas are okay.
The key is to keep them flowing.
The key is to keep them flowing.
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Smiješne ideje su ok.
Ključ je da ih pustite da teku.
Ključ je da ih pustite da teku.
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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Što više ideja stvorite, sigurno će neke
od njih biti dobre.
od njih biti dobre.
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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Četka, na primjer. Možemo li
četkicu za zube pretvoriti u igračku?
četkicu za zube pretvoriti u igračku?
02:26
We could combine
a toothbrush with a guitar and --
a toothbrush with a guitar and --
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Možemo kombinirati četkicu za zube sa
gitarom i --
gitarom i --
02:30
(Music noises) --
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(Zvukovi glazbe) --
02:32
you've got a toy you can play with
while brushing your teeth.
while brushing your teeth.
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imate igraču za igranje dok perete zube.
02:35
(Laughter) (Applause)
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(Smijeh) (Pljesak)
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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Djeca koja ne vole prati zube
možda počnu voljeti.
možda počnu voljeti.
02:41
Can we make a hat into a toy?
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Možemo li pretvoriti šešir u igračku?
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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Što kažete na nešto kao rulet,
gdje isprobavate šešire jedan za drugim,
gdje isprobavate šešire jedan za drugim,
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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i onda, kada ga netko stavi,
strašni izvanzemaljac iskoči na vrhu
strašni izvanzemaljac iskoči na vrhu
02:53
screaming, "Ahh!"
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vrišteći, "Ahh!"
02:55
I wonder if there would be
a demand for this at parties?
a demand for this at parties?
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Pitam se bi li postojala potražnja
za ovim na zabavama?
za ovim na zabavama?
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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Ideje koje nisu dolazile dok ste zurili
u podatke odjednom počnu navirati.
u podatke odjednom počnu navirati.
03:03
Actually, this bubble wrap,
which is used to pack fragile objects,
which is used to pack fragile objects,
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Zapravo, ovi mjehurići, koji se
koriste za pakiranje krhkih predmeta,
koriste za pakiranje krhkih predmeta,
03:09
combined with a toy,
made Mugen Pop Pop,
made Mugen Pop Pop,
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u kombinaciji sa igračkom,
daju Mugen Pop Pop
daju Mugen Pop Pop
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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igračka gdje možete stiskati
mjehuriće koliko god želite.
mjehuriće koliko god želite.
03:17
It was a big hit when it reached stores.
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Ovo je bio velik hit
kad je došlo u trgovine.
kad je došlo u trgovine.
03:20
Data had nothing to do with its success.
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Podaci nisu imali ništa sa uspjehom.
03:22
Although it's only popping bubbles,
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Iako samo pucketaš mjehuriće,
03:25
it's a great way to kill time,
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odlično je za zabavu,
03:27
so please pass this around
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pa proslijedite ovo okolo
03:29
amongst yourselves today and play with it.
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među vama danas i igrajte se.
03:32
(Applause)
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(Pljesak)
03:36
Anyway, you continue to come up with
useless ideas.
useless ideas.
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Međutim, nastavite smišljati i
beskorisne ideje.
beskorisne ideje.
03:39
Think up many trivial ideas, everyone.
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Izmislite mnogo trivijalnih ideja.
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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Ako temeljite svoje ideje na analizi
podataka i znate što vam je cilj,
podataka i znate što vam je cilj,
03:45
you'll end up trying too hard,
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na kraju ćete se truditi previše,
03:48
and you can't produce new ideas.
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i nećete moći smisliti nove ideje.
03:50
Even if you know what your aim is,
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Čak i ako znate koji vam je cilj,
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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smislite ideje slobodno kao kad
bacate pikado strelice zatvorenih očiju.
bacate pikado strelice zatvorenih očiju.
03:56
If you do this, you surely will hit
somewhere near the center.
somewhere near the center.
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Ako to napravite, sigurno ćete pogoditi
negdje blizu centra.
negdje blizu centra.
03:59
At least one will.
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Bar jedna hoće.
04:00
That's the one you should choose.
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I to je ona koju trebate izabrati.
04:02
If you do so, that idea will be in demand
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Ako to napravite, ta ideja će biti tražena
04:05
and, moreover, it will be brand new.
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i, čak štoviše, bit će potpuno nova.
04:08
That is how I think of new ideas.
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Tako ja smišljam nove ideje.
04:10
It doesn't have to be Shiritori;
there are many different methods.
there are many different methods.
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Ne mora biti Shiritori;
ima mnogo različitih metoda.
ima mnogo različitih metoda.
04:13
You just have to choose words at random.
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Morate samo izabrati nasumične riječi.
04:15
You can flip through a dictionary
and choose words at random.
and choose words at random.
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Možete listati rječnik i
izabrati nasumičnu riječ.
izabrati nasumičnu riječ.
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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Na primjer, možete pogledati dva
nasumična slova i spojiti rezultate
nasumična slova i spojiti rezultate
04:22
or go to the store
and connect product names
and connect product names
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ili otići u trgovinu i
spojiti imena dva proizvoda
spojiti imena dva proizvoda
04:26
with what you want to think of.
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sa onim o čemu želite razmišljati.
04:29
The point is to gather random words,
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Poanta je spajati nasumične riječi,
04:33
not information from the category
you're thinking for.
you're thinking for.
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ne informacije iz kategorija o kojima
razmišljate.
razmišljate.
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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Ako to napravite, sastojci za
povezivanje ideja su prikupljeni
povezivanje ideja su prikupljeni
04:42
and form connections
that will produce many ideas.
that will produce many ideas.
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i tvore veze koje će stvoriti
mnogo ideja.
mnogo ideja.
04:45
The greatest advantage to this method
is the continuous flow of images.
is the continuous flow of images.
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Najveća prednost ove metode je
kontinuirani protok slika.
kontinuirani protok slika.
04:49
Because you're thinking
of one word after another,
of one word after another,
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Budući da mislite o riječima
jednoj za drugom,
jednoj za drugom,
04:52
the image of the previous word
is still with you.
is still with you.
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slika prethodne riječi je još
uvijek prisutna.
uvijek prisutna.
04:54
That image will automatically
be related with future words.
be related with future words.
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Ta slika je automatski
povezana sa svakom budućom riječju.
povezana sa svakom budućom riječju.
04:57
Unconsciously, a concert will
be connected to a brush
be connected to a brush
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Nesvjesno, koncert će biti
povezan sa četkicom
povezan sa četkicom
05:00
and a roulette game
will be connected to a hat.
will be connected to a hat.
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i rulet sa šeširom.
05:02
You wouldn't even realize it.
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Nećete ni primjetiti.
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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Možete smisliti ideje koje inače nikad
ne biste smislili.
ne biste smislili.
05:07
This method is, of course,
not just for toys.
not just for toys.
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Ova metoda, naravno,
nije samo za igračke.
nije samo za igračke.
05:09
You can collect ideas for books, apps,
events, and many other projects.
events, and many other projects.
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Možete prikupiti ideje za knjigu, aplikacije,
događaje i mnoge druge projekte.
događaje i mnoge druge projekte.
05:13
I hope you all try this method.
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Nadam se da ćete probati ovu metodu.
05:18
There are futures that are born from data.
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Postoji budućnost i u prikupljanju
podataka.
podataka.
05:21
However, using this silly game
called Shiritori,
called Shiritori,
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Iako, koristeći ovu luckastu igru
imena Shiritori,
imena Shiritori,
05:25
I look forward to
the exciting future you will create,
the exciting future you will create,
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veselim se budućnosti koju ćete stvoriti,
05:28
a future you couldn't even imagine.
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budućnosti koju niste mogli ni zamisliti.
05:32
Thank you very much.
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Mnogo vam hvala!
05:34
(Applause)
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(Pljesak)
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