TED2006
David Pogue: Simplicity sells
데이빗 포그의 "단순함이 통한다"
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뉴욕타임즈의 칼럼 기고가인 데이빗 포그가 '최악의 인터페이스 디자인'에 대해 힐난하고, 잘 디자인 된 제품들에 대해 보여줍니다. 감정을 노래로 분출하는 재미있는 영상입니다.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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♫안녕 자동응답기, 나의 오랜 친구여
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(웃음)
기술 지원이 필요해서 또 전화했어.
00:32
I've called for tech support again.
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보스의 경고는 무시하고 월요일 아침에 전화했.네
00:36
I ignored my boss's warning.
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00:39
I called on a Monday morning.
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이제 해는 지고 내 밥은 다 식고 곰팡이도 피는구나..
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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아직도 전화는 대기중..내가 듣는 건 적막뿐.....
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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아실란가 모르겠네요.이 전화선이 자동응답인건 아시나요
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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누르라는 번호는 다 눌렀는데
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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18시간째 기다리고 있다네
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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당신네 소프트웨어가 내 맥을 망가뜨린것도 부족해서
01:13
and it constantly hangs and bombs --
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끊기고 튕기고 난리라구. 내 ROM 도 지워버렸어!! 이제 내 맥은
01:17
it erased my ROMs!
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01:19
Now the Mac makes the sounds of silence.
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소리가 안나..
난 꿈을 꾸곤 하지
01:25
In my dreams I fantasize
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너희들에게 복수하는 것을 말이야!
01:28
of wreaking vengeance on you guys.
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너희는 오토바이를 타다 사고를 당해!
01:32
Say your motorcycle crashes.
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피가 그냥 철철 흐르지. 정신이 흐려저 가면서
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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911을 누르게 되고 실력좋은 응급요원을 간절히 바라지만..근데 내가 받는거지!!
01:45
But you get me.
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(웃음)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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그리고 네놈은 아무 소리도 못들을꺼다ㅠ.ㅠ
01:52
(Music)
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01:55
(Applause)
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(박수)
안녕하세요. 좋은 저녁입니다
01:57
Thank you.
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01:59
Good evening and welcome to:
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왕년 브로드웨이 스타의 연주를 보러오신 걸 환영합니다.
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(웃음)
02:03
(Laughter)
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6년 전, 제가 처음 타임스지에 칼럼 기고 의뢰를 받았을 때,
02:04
When I was offered the Times
column six years ago,
column six years ago,
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이런 제안을 받았습니다. ""포그씨, 당신은 매 주마다 최고로 멋지고 화끈한
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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새로운 신제품을 받을 겁니다.
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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당신은 제품들을 질릴때까지 써 보고, 갖고 놀고, 평가하고
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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정해진 때까지 돌려보내면 돈을 받을 거에요.
해보고 싶으시면 연락해요."
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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전 어릴때부터 과학기술 매니아였습니다. 의뢰를 받고 너무너무 좋았죠.
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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근데 일을 의뢰 받고 뭐랄까.. 조금 문제가 있었는데,
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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매 칼럼의 끝부분마다 제 E-Mail 주소를 실어야 하는 것이었습니다.
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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음 그리고 제가 깨달은 것은, 아참, 이렇게 되면 정말 많은 수의 E-Mail 을 받게 됩니다.
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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만일 외롭게 느껴진다면
02:42
If you ever are feeling lonely,
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02:44
get a New York Times column,
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뉴욕타임즈에 칼럼을 한번 써보세요 수백통의
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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이메일을 받으실 수 있을 겁니다. 제가 요즘 많이 받는 Email은
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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'좌절' 에 대한 것이 많은데,
02:52
People are feeling like things --
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사람들은 요즘 .. 어라.
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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화면에 경고문이 떴네요. 큰 화면엔 안 보여요
02:58
Lucky you can't see it.
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그들은 너무 빠르고 많은 기술에 좌절해 있었습니다
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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좋은 기술일 수도 있지만
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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제가 보기엔 보조시스템이 너무 부족합니다.
배우기 쉽고 쓰기 좋게 만드려는
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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충분한 도움이나 충분한 고민이 보이지 않습니다.
03:12
to make it easy and enjoyable to use.
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한번은 제가 Dell의 기술 서비스를 받으려고 한 것에 대해
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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칼럼을 썼습니다. 그리고 12시간동안
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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700개의 독자메세지가 타임즈 웹사이트 피드백 보드에 올라왔죠
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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대부분 독자들이 "으악 저두요.
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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저는요~" 라고 말입니다. 저는 이걸 소프트웨어 분노라고 부릅니다
03:30
I call it "software rage."
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그리고 장담하건데, 누구든 이 분노를 해결하는 법을 알면
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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떼돈을 벌꺼에요..
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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엇, 저게 어떻게 떴지? 농담이에요.
(웃음)
03:40
(Laughter)
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자, 왜 자꾸 이런 일이 증가할까요? 우습게도 이런 이유 중 하나는 사업들이
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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사용하기 쉽게 만들기 위해 너무 많은 생각들을
03:46
because the industry
has put so much thought
has put so much thought
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집어넣는데에 있습니다.
03:49
into making things easier to use.
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무슨 뜻인지 보시죠
03:51
I'll show you what I mean.
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03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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이것은 예전에 컴퓨터 UI 가 생겨먹은 모습입니다. DOS죠
여러 해가 지나고 이것은 사용하기 '쉬워' 집니다
03:57
Over the years, it's gotten easier to use.
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이것은 최초의 MAC OS 입니다.
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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레이건이 대통령이었고, 마돈나는 아직 촌스러웠죠.
04:05
And the entire operating system --
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그리고 전체 운영 시스템의 용량이
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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(이게 좋은 부분이에요)전체 운영 시스템의 용량이!! 211K 였습니다.
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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이젠 Mac OS Logo 10개 조차 넣을 수 없는 용량이죠.
(웃음)
04:15
(Laughter)
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아이러니한 것은, 사용하기 쉬워짐에 따라서
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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기술적으로 새것을 시도하려는 사용자들이 더 적어진겁니다
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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처음으로 이런 장비를 쓰면서요.
04:25
with this equipment for the first time.
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하루는 애플 콜센터 직원체험을 할 특권이 주어진 적이 있습니다
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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04:32
for a day.
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직원의 헤드셋과 똑같은 내용을 들을 수 있었죠
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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그리고 전확.. 왜 그러잖아요
품질보장을 위해 통화내용이 저장될 수 있다고
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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음음, 이게 녹음은 되는데 그래서
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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그들이 젤 웃기고 멍청한 애들 상담을 녹음해서
CD로 주고받고 들으면서 놀죠
04:48
and pass them around on a CD.
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(웃음)
04:50
(Laughter)
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진짜 그렇게 해요.
04:51
Which they do.
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04:52
(Laughter)
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(웃음)
나도 하나 있는데
04:54
And I have a copy.
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04:55
(Laughter)
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(웃음)
04:56
It's in your gift bag. No, no.
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그 선물상자 열어봐요. 아니아니..
그 시디엔 여러분의 얘기가..
04:58
With your voices on it!
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자, 그중에는 클래식하면서도 이해할만한 얘기들이 있죠
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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어떤 여자분이 애플에 전화했습니다.
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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그 여자분의 마우스가 끽끽거린다고 항의를 했죠
05:09
Making a squeaking noise.
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그래서 직원은 "무슨뜻이죠? 끽끽거린다니요?" 했지요.
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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그분은 "제가 화면에
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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대고 빨리 움직일수록 더 끽끽거려요." 라는겁니다
05:17
the faster I move it across the screen."
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(웃음)
05:19
(Laughter)
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직원왈 "고객님, 마우스를 스크린에 대고 계신다구요?"
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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그분왈 "계속하려면 여길 클릭하라잖아요?!"
(웃음)
05:29
(Laughter)
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05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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이 얘기가 재밌으시면, 우리 시간 얼마나 있죠? ㅋㅋ
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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딴얘기: 진짜에요. 어떤 남자분이 전화를 했습니.다
컴터가 망가졌데요. 그래서 기술자에게 전화를 걸었.죠
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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11을 아무리 눌러도 리셋이 안된다는거에요.
직원이 "왜 11을 치시는데요?" 했더니만
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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"에러 TYPE 11 이라잖아요!?"
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(웃음)
여기서 우리는 사용자들의 잘못이 어느정도 있다는걸 인정해야겠죠.
05:57
So, we must admit
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06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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근데 왜 기술복합적 문제들이
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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이제서야 폭증하는걸까요? 하드웨어 세상에서
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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사용자는 작을수록 좋아하죠.
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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그래서 부품은 점점 작아져요
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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그치만 손가락크기는 바뀌지 않아요.
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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그래서 점점 만들기 힘들어집니다.
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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또 문제는 소프트웨어의 버전이
너무 많다는거죠.
06:24
the mandate to release
more and more versions.
more and more versions.
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06:27
When you buy a piece of software,
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소프트웨어는 한번 사면 끝이 아니에요.
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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캔디바를 사먹는 것 보다는
연회비를 내는 클럽에 가입하는 것 같죠.
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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그리고 매 년,
06:35
and every year, they say,
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06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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'기능을 더했으니 99달러에 사세요' 라는거죠.
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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제 친구는 몇년동안 포토샵 하나에 4천달러를 썼습니다.
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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소프트웨어 회사들은 이 업그레이드로 3-5%의 수익을 내죠.
단지 이 업그레이드를 통해 말입니다.
06:48
from just these software upgrades.
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"소프트웨어 업그레이드 패러독스."
06:50
I call it the Software Upgrade Paradox --
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이것은 소프트웨어를 계속 발전시키면 결국
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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그 프로그램을 망친다는거죠.
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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MS Word는 옛적엔 그저 Word Processor 였어요.
아이젠하워가 통치할때려나요? (미국의 장군·제34대 대통령(1953-61))
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(웃음)
07:05
But what's the alternative?
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그럼 대안은 뭘까요? MS는 실제 실험을 해봤어요.
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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"모두들 기능추가가 너무 많다고 불만인데 한번 달랑
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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Word Processor 기능만 살려보자.
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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단순하고-순수하고, 웹페이지나 데이터베이스 기능 없도록"
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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짜잔, 나왔습니다. MS Write가 출시됐어요.
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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아무도 끄덕이지 않네요. 망했거든요!
07:25
It tanked. No one ever bought it.
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아무도 안샀어요.
07:27
I call this the Sport Utility Principle.
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전 이걸 '만능보조'원리라고 합니다.
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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사람들은 필요없는 능력을 갖길 원하는거예요. 그죠?
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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그들은 데이타베이스나 웹사이트 기능따위 필요없어요
근데도 "음..업그레이드 할래. 언젠간 필요할지도 모르니까"
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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문제는 새 기능을 더하면 어딜 가냐는거죠.
어디가져다 붙일까요? 이미 디자인툴이 너무 많아요.
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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버튼도 할 수 있고 클릭하면 목록이 뜨고 팝업메뉴, 고급기능도 따로있죠.
07:53
But if you're not careful
about how you choose,
about how you choose,
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근데 잘못하면 이렇게 되버려요.
07:56
you wind up with this.
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07:57
(Laughter)
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(웃음)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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장난이 아니에요. 이건 수정하지 않은 MS워드의 사진입니다
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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갖고계신 워드의 툴바를 전부 그대로 열면 이렇게됩니다.
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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다들 툴바를 몽땅 열어보진 않으셨나보군요.
입력할 수 있는 곳은 이 쪼끄만 창 뿐이에요.
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(웃음)
우리는 인터페이스 매트릭스 시대에 왔어요.
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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기능이 너무 많아서 두 차원을 사용해야 합니다.
08:23
you have to do two dimensions, you know:
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가로세로로 기능을 나열해야하죠.
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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MS Word에서 자동링크밑줄과 숫자번호가 절로 뜬다는 불평이 많은데
08:31
and underlining your links automatically.
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그 기능 삭제도 저기 어딘가에서 할 수 있어요.
08:33
The off switch is in there somewhere.
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진짜로. 저기 있긴해요.
08:36
I'm telling you -- it's there.
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편리하고 간단한 인터페이스를 작업은 언제 어떤걸
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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사용하는지 아느냐가 관권이죠.
윈도우 2000의 로그오프 대화창입니다.
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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4개의 옵션밖에 없죠.
08:48
There are only four choices,
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근데 왜 pop-up 메뉴로 뜨는거죠??
08:50
so why are they in a pop-up menu?
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스크린이 다른것들로 꽉차서
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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리스트를 숨겨야되는 것도 아닌데요.
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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한눈에 옵션들이 다 들어오게 할 수도 있죠.
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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똑같은 옵션들을 가진 애플의 대화창입니다.
09:04
(Applause)
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(박수)
그래요, 제가 디자인 했습니다. 농담농담
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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우린 벌써 MS와 Apple이
매우 다른 디자인 접근을 한다는걸 알았습니다.
09:12
have a severely divergent
approach to software design.
approach to software design.
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MS는 단순함을 강조하며
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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잘게 쪼개길 좋아해서 단계가 많죠.
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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Wizard가 너무 많아요.어디에나 있습니다.
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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이번 가을(2006년)에 나오는 새 윈도우도
이 추세를 따랐으면 사용자에게 다음단계에
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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어떻게 될지 알려주지 않겠죠.
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(박수)
09:35
(Laughter)
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09:36
(Applause)
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화면: 'Type a Word Wizard에 오신것을 환영합니다.' 좋아.. 계속하기위해 'Next'를 눌러봅시다.
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(박수)
09:48
(Applause)
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'드롭다운 메뉴에서 첫번째로 쓰고싶은 스펠링을 고르세요.'
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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(웃음)
09:53
(Laughter)
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09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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하는데 한계가 있죠! 그럼 답은 뭐죠?
09:58
So what is the answer?
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어떻게 간단하고 영리하게 이 기능들을 포장할 수 있을까요
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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10:03
I believe in consistency, when possible,
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가능할때 일관적인 구성이 가능할 것이구요,
휴지통과 폴더처럼 리얼하게, 적절히 제목달기. 레이블을 달 수도 있고..
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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하지만 여기 있는 디자이너들에게 바랍니다.
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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이 법칙들을 다 깨버리세요!
10:16
which is intelligence.
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가장 중요한 Intelligence를 어긴다면요. 무슨뜻일까요.
10:17
Now what do I mean by that?
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예를 들면 영리하면서 일관되진 않지만
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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훨씬 좋을 수 있죠.
인터넷 쇼핑을 한다고 합시다. 주소를 입력하고
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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나라선택을 하죠.
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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세계에는 200개의 나라가 있습니다. 우린 인터넷을 글로벌세상이라고 부르지만
10:31
There are 200 countries in the world.
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10:33
We like to think of the Internet
as a global village.
as a global village.
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아직은 아니예요.
10:35
I'm sorry; it's not one yet.
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대충 미국 유럽 일본정도 되죠
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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왜 미국(USA)이 U에 있는거죠?
10:39
So why is "United States" in the "U"s?
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(웃음)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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7번정도 스크롤해야 나와요.
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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미국은 맨 처음에 두면 일관성은 없지만
10:49
but it would be intelligent.
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영리한거죠. 이건 이슈된적이 있지만
10:51
This one's been touched on before,
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도대체 왜 컴퓨터를 끄려는데 누르는 버튼은
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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'시작' 인거죠?
11:00
(Laughter)
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(웃음)
또 다른 얘기 하나 더 해볼까요? 프린터들 있으시죠.
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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보통 프린트하면 연결된 프린터에 한장씩
11:11
in page order, on that printer.
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순서대로 하려는거죠.
도대체 왜! 프린트 하려고 할때마다 이걸 봐야되는거죠?
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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마치 747조종석처럼 복잡해요!©
(웃음)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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그리고 맨 아래 버튼은 '프린트'가 아니잖아요!
(웃음)
11:26
(Laughter)
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11:30
(Applause)
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(박수)
Apple만이 단순함의 미학을
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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적용시켰다는 건 아닙니다.
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm도 예전엔 대단했죠.
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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Palm이 잘나가던 90년대에 직접 대화해본 적이 있습니다.
후에 직원 하나를 만났죠. 얘기 잘 하다가
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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그가 "잘 얘기 했어요" 그래서 전 "고맙습니다. 어떤 일을 하시나요?"
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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그는 자신이 '탭카운터'라고 했습니다.
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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'뭐라구요?' 라고 다시 물어보았더니 CEO 제프 호킨스가
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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'터치 세번으로 어떤 임무든 완료되지 않으면 너무 길다'
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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며 다시 디자인을 시킨답니다. 그래서 탭카운터랍니다.
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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12:04
So I'm the tap counter."
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여기 탭카운터가 없는 회사를
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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한 번 보시죠.
12:10
(Laughter)
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MS Word 입니다.여기에서 새문서를 만들려면,
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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그럴수도 있죠?
12:17
it could happen.
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(웃음)
12:18
(Laughter)
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파일메뉴로 가서 새문서를 택합니다.
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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어떻죠? 그러면 새문서가 뜨나요?
12:29
Do you get a new blank document?
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아뇨!
12:31
You do not.
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반대쪽 스크린에 나타난 리스트 속 어딘가에 task bar 가 나타나고
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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맨 위도 아닌 어딘가에
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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새로운 문서 만들기가 있죠.
이 회사는 확실히 탭수를 세지 않는 회사입니다. (역자주: 요즘은 많이 바뀌고 있죠)
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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여기에 서서 그저 MS를 놀리고만 싶진 않아요.
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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관객: 계속 해-!
사실 그래요!
12:53
Yes, I do.
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(웃음)
12:54
(Laughter)
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12:55
(Applause)
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(박수)
빌게이츠 노래입니다!
12:59
The Bill Gates song!
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13:00
(Piano music)
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난 항상 컴퓨터 광이었어 난 최초 DOS를 만들었지.
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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난 내 소프트웨어랑 IBM을 합쳤지
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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난 이익을 보고 걔넨 손해를 봤지
13:16
(Laughter)
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(웃음)
난 세상이 돌아가게 코드를 만들고
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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세상 모든 사람들에게 로열티를 받지.
13:24
I'm getting royalties from everyone.
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가끔은 진짜 별로인데도 기자들은 극찬해
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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넌 박스를 사고 난 코드를 팔고
13:33
You buy the box; I'll sell the code.
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모든 소프트웨어 회사들은 MS 연구개발을 하지
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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요즘은 본받을만한 아이디어가 없어
윈도우즈도 너무 후져. 그저 대충 맥을 따라했을뿐.
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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크고 느리고 진전도 없고.. 갈데도없고~ 칭찬하는건 아니
13:55
I'm not doing this for praise.
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난 요즘세상에 맞는 코드를 만들었어
13:58
I write the code
that fits the world today.
that fits the world today.
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중간정도 수준으로 모두에게 말이야
14:03
Big mediocrity in every way.
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우린 지금 지구정복 모드야
14:07
We've entered planet domination mode.
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14:11
You'll have no choice; you'll buy my code.
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너넨 내 코드를 살 수 밖에 없어
14:17
I am Bill Gates and I write the code.
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난 빌게이츠, 난 코드를 만들어!
14:24
(Applause)
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(박수)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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하지만 사실 전 두개의 MS가 있다고 봅니다.
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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윈도우즈와 오피스 구형에 책임이 있는 구MS가 하나 있구요,
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
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그들은 모든 것을 넘어 새로 시작하고 싶어하죠.
하지만 할수 없어요. 82년 본체에 맞게 더해지고
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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맞춰진 타사 제품이 너무 많기 때문이죠.
14:46
locks into the old 1982 chassis.
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하지만 새로운 MS도 있죠.
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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좋고 단순한 인터페이스 디자인을 합니다.
미디어쎈터 PC, 무선 SPOT 시계는 참 좋아요.
14:54
I liked the Media Center PC.
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14:55
I liked the Microsoft SPOT Watch.
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SPOT 시계는 시장에서 쓴 맛을 봤지만
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
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디자인 때문은 아니었어요.
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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근데,,
15:03
But let's put it this way:
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매달 10달러를 내고, 휴대폰처럼 매일 충전해야하고,
15:04
would you pay $10 a month to have a watch
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15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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지역범위를 벗어나면 멈추는 시계를 사겠어요?
15:10
and stops working
when you leave your area code?
when you leave your area code?
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15:13
(Laughter)
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(웃음)
자, 이런 복잡한 문제들은 악화될 뿐임을 알수있죠.
15:15
So, the signs might indicate
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15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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희망이 있을까요? 스크린은 작아지고
15:21
So is there any hope?
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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메뉴얼의 양엔 한계가 있고
15:25
putting manuals in the boxes,
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세계는 빨라지고 있죠.
15:27
things are coming out at a faster pace.
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15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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재밌는건, 스티브잡스가 1997년, 12년만에
애플로 돌아와서, 맥월드 엑스포였죠
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
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청바지와 검은 터틀넥을 입고는
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
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대형 프리젠테이션을 했죠. 관중은 열광했어요.
15:39
and he sort of did this.
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15:40
The crowd went wild,
but I had just seen --
but I had just seen --
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15:42
I'm like, where have I seen this before?
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손을 뻣은 그의 모습은 제게 데자부였어요.. 뭐였더라.. 에비타였죠.
15:44
I had just seen the movie "Evita" --
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15:46
(Laughter)
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(웃음)
15:49
with Madonna,
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마돈나 주연. 엄 음 스티브잡스에 대해 한 곡 해야겠어요.
15:50
and I'm like, you know what?
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15:52
I've got to do one about Steve Jobs.
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15:55
(Music)
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-Don't Cry for me Argentina♫♫쉽지않을꺼란거 알아. 내가 이상해보이지?
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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15:59
(Laughter)
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애플의 미래가 캄캄하다고 기자들에게 말하고
16:01
When I try to explain why I'm back,
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내가 돌아온걸 설명하려면
16:03
after telling the press
Apple's future is black.
Apple's future is black.
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날 안믿을껄
16:06
You won't believe me.
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넌 차고에서 사업을 시작한 십대소년과
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
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16:13
with only a buddy named Woz.
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친구 Woz를 떠올릴뿐이겠지.
16:16
(Laughter)
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(웃음)
Garage로 라임맞추기가 얼마나 어려운데요!!
16:18
You try rhyming with garage!
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(웃음)
16:20
(Laughter)
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16:22
Don't cry for me, Cupertino.
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나를 위해 울지 마오 Cupertino여. (역자주-애플의 역사가 시작된 실리콘밸리의 지명입니다.)
(웃음)
16:25
(Laughter)
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나 사실 떠난 적 없어요
16:26
The truth is, I never left you.
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(웃음)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
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이제 사는 요령과 트릭을 알았어요.
픽사로 돈도 좀 벌었다구요
16:33
I made a fortune over at Pixar.
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16:36
(Laughter)
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(웃음)
울지말아요 쿠퍼티노~ 난 아직 꿈이 있어요~
16:37
Don't cry for me, Cupertino.
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16:40
I've still got the drive and vision.
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난 아직도 항상 샌들만 신어요
16:44
I still wear sandals in any weather.
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16:47
It's just that these days,
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16:49
they're Gucci leather.
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이제는 그게 구찌 가죽샌들일 뿐이죠
16:51
(Laughter)
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(웃음)
16:53
(Applause)
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(박수)
17:01
Thank you.
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17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
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스티브잡스는 항상 심플함과 우아한
아름다움을 추구했죠. 사실,
17:07
And the truth is,
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전 몇년동안 우울했었어요. 미국 사람들은 그런 미를 존중하지 않았죠.
17:09
for years I was a little depressed,
356
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17:11
because Americans
obviously did not value it,
obviously did not value it,
357
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2273
17:13
because the Mac had
three percent market share,
three percent market share,
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시장 점유율이 맥은 3%,
윈도우즈는 95% 였죠.
17:16
Windows had 95 percent market share --
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1857
맥이 가격만한 가치가 없다고 생각한거에요
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
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17:20
So I was a little depressed.
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그래서 좀 우울하긴 했는데 앨고어의 이야기를 듣고 보니
17:22
And then I heard Al Gore's talk,
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제가 우울함의 뜻을 모르고 있던거더군요
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
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(웃음)
17:26
(Laughter)
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근데 제가 틀렸습니다. 아이팟이 나왔기 때문이죠
17:27
But it turns out I was wrong, right?
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17:29
Because the iPod came out,
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일반적인 틀을 모두 깬 것이었죠.
17:31
and it violated every bit
of common wisdom.
of common wisdom.
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다른제품들은 가격도 낮았고
17:33
Other products cost less;
other products had more features,
other products had more features,
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녹음과 라디오 기능도 있고
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
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17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
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MS와 호환도 됐죠.
애플의 표준과 관계 없게요.
17:42
not Apple's propriety standard.
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17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
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하지만 아이팟이 이겼죠! 이거였어요.
우리는 단순함은 잘 팔린다는 교훈을 얻었죠.
17:47
The lesson was: simplicity sells.
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17:49
And there are signs that the industry
is getting the message.
is getting the message.
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그리고 사업 전반에서 이 메세지를 따르고 있는 신호가 있습니다.
단순함과 엘레강스함을 표현하려는 작은 기업들이 있어요
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
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Sonos 도 잘 하고 있구요
17:56
The Sonos thing -- it's catching on.
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제가 직접 몇가지 제품들을 가져와봤어요
17:57
I've got just a couple examples.
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17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
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아주 쿨하고 우아한 최신 제품입니다.
18:03
When you have a digital camera,
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디지털 카메라 사용시 사진들을 컴퓨터로 어떻게 가져오죠?
18:05
how do you get the pictures
back to your computer?
back to your computer?
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USB코드나 카드 리더를 갖고 다녀야하죠
18:08
Well, you either haul around a USB cable,
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2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
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그것들은 잃어버릴 수도 있지만 저는
18:13
Either one, you're going to lose.
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1587
18:14
What I do is, I take out the memory card,
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1069887
2459
메모리카드를 반으로 접습니다. USB 연결부분이 되게요.
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
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5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
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1077739
2658
바로 사진을 옮기고 카메라에 돌려놔요
18:25
put it right back in the camera.
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1539
아무것도 잃어버릴 걱정이 없죠
18:26
I never have to lose anything.
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1800
18:28
Here's another example.
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1537
또 다른 예가 있죠. 크리스씨 전력담당을 부탁드립니다.
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
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1085369
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이것좀 잡아주시겠어요?
Chris Anderson:
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
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잡고 놓지 말아주세요. 여러분 보셨을지도 몰라요.
이건 애플의 새 노트북인데 파워코드가 이렇게 연결되죠.
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
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18:38
This the power cord.
It hooks on like this.
It hooks on like this.
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이런경험들 꼭 있으실 꺼에요.
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
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애들이 놀다가
18:43
or one of your children.
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1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
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2825
선이 있는데로 지나가죠.
18:47
I don't care. It's a loaner.
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갑니다.. 와! 자석이에요. 노트북을 바닥에 떨어뜨릴 일이 없습니다.
18:49
Here we go. Whoa!
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18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
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3069
18:53
(Applause)
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4127
(박수)
18:57
In my very last example --
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마지막 예를 들죠.
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
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저는 음성인식소프트웨어를 많이 쓰는데 좀 조용히 해주셔야해요.
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
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얘가 좀 예민해서요.
19:06
because the software is nervous.
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음성인식 소프트웨어는 이메일을 빨리 보내는데 매우 좋다 마침표.
19:08
Speech recognition
software is really great
software is really great
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19:10
for doing emails very quickly; period.
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하루에 수백개씩 수 있다 마침표.
19:12
Like, I get hundreds of them
a day; period.
a day; period.
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19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
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그저 받아 적는 것 뿐만 아니라 마침표.
음성 매크로에도 사용한다.마침표.
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
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"dissuade" 를 "not just"로 수정.
19:23
Correct "dissuade."
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19:28
Not "just."
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지금 소리가 울리고
19:32
Ok, this is not an ideal situation,
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19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
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그래서 완벽하진 않네요
저의 요점은 조금만 말해도
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
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길게 써서 답을 보낼 수 있다는거죠.
19:40
and having it write out
a much longer thing.
a much longer thing.
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예를 들어 누가 팬레터를 보내면,
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
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"참 고마워요"
19:45
"Thanks for that."
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19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
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(웃음) 화면: 시간내서 보내준것 고마워요. 저에겐 참 의미있는 말이었어요.
19:48
(Laughter)
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19:49
(Applause)
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(박수) 화면: 감사하다는 말을 하려고 자리에 앉았습니다.
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
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누군가 혐오메일을 보내면, 매일 그런일도 있죠
19:57
which happens daily --
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19:59
I say, "Piss off."
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"꺼져"
(웃음) 화면: 솔직한 말 고마워요. 당신의 의견을 존중합니다.
20:04
(Laughter)
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20:05
[I admire your frankness ...]
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20:08
(Laughter)
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20:09
(Applause)
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(박수) 화면: 하지만 우린 동의하지 않기로 동의해야겠네요. 읽어줘서 고마워요. 편지도 고맙구요.
이건 제 비밀입니다. 말하지 마세요.
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
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20:17
(Laughter)
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(웃음)
제 요점은, 이건 정말 재밌는 이야긴데...
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
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20:21
This is version eight of this software,
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이건 버전 8 소프트웨어 입니다 버전 8에 뭐가 들어갈까요?
20:23
and do you know what they put
in version eight?
in version eight?
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새로운 기능이 없어요! 소프트웨어에서 이런일은 없었죠
20:25
No new features. It's never
happened before in software!
happened before in software!
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회사는 새로운 기능을 넣지 않았습니다.
20:29
The company put no new features.
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20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
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그저 소프트웨어가 기능을 제대로 하게만 만든댔죠.
몇년전 이 소프트웨어 사용자들은
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
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95% 정확성밖에 얻지 못했어요. 20단어에 한개는 틀린 꼴이죠.
20:37
95 percent accuracy was all they got,
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20:39
which means one in 20 words is wrong --
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그래서 서랍에 넣고 안썼죠. 회사는 이것에 질려서
20:41
and they'd put it in their drawer.
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20:43
And the company got sick of that,
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새로운 기능 없이
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
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확실히 작동만 제대로 하게 고친거죠.
20:47
but make sure it's darned accurate."
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그래서 그렇게 했습니다. 이런 움직임이 퍼지기 시작했어요.
20:49
And so that's what they did.
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20:50
This cult of doing things right
is starting to spread.
is starting to spread.
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사용자에게 드리는 제 마지막 충고는
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
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뭔가 작동이 안되는 것이 꼭 당신 잘못은 아니에요.
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
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21:00
It could be the design
of the thing you're using.
of the thing you're using.
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잘못된 것이 제품의 디자인일 수도 있습니다.
좋고 나쁜 디자인을 알아볼 줄 알아야해요.
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
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소프트웨어를 만드시는 분들! 쉽게 만들기는 어려워요.
21:05
And if you're among the people
who create this stuff:
who create this stuff:
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21:08
Easy is hard.
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사용자들이 겪기 전에 세세히 체크하세요, 탭 수를 세보세요.
21:10
Pre-sweat the details for your audience.
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21:12
Count the taps.
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21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
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어떤 기능을 더할지가 아니라
21:16
it's deciding what to leave out.
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무엇을 뺄 것인지 생각하세요.
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
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무엇보다 중요한것은: 단순함은 잘 팔립니다.
CA: 브라보!
21:22
CA: Bravo. DP: Thank you very much.
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감사합니다.
CA: 짝짝
21:24
CA: Hear, hear!
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박수, 끝
21:25
(Applause)
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ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com