TED2010
Derek Sivers: How to start a movement
ເດເຣັກ ຊີເວີສ: ເດເຣັກ ຊີເວີສ: ວີທີການສ້າງກະແສ
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ດ້ວຍໃຊ້ວີດີໂອແປກໆຊ່ວຍ, ເດເຣັກ ຊີເວີສ ອະທິບາຍໃຫ້ຟັງວ່າກະແສນັ້ນເກີດຂຶ້ນໄດ້ ແນວໃດ. (ບອກໃບ້: ຕ້ອງໃຊ້ 2 ຄົນ.)
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Double-click the English transcript below to play the video.
00:15
So, ladies and gentlemen, at TED
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ສະນັ້ນ, ທ່ານຍິງ ແລະທ່ານຊາຍ, ທີ່ TED
00:17
we talk a lot about leadership and how to make a movement.
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ພວກເຮົາເວົ້າຫຼາຍກ່ຽວກັບຄວາມເປັນຜູ້ນຳ ແລະການສ້າງກະແສ.
00:20
So let's watch a movement happen, start to finish, in under three minutes
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ສະນັ້ນ ລອງມາເບິ່ງການສ້າງກະແສອັນໜຶ່ງເນາະ, ຕັ້ງແຕ່ຕົ້ນຈົນຈົບເລີຍ, ພາຍໃນເວລາບໍ່ຮອດ 3 ນາທີ
00:23
and dissect some lessons from it.
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ແລ້ວຖອນເອົາບົດຮຽນຈາກຕົວຢ່າງນີ້.
00:26
First, of course you know, a leader needs the guts
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ກ່ອນອື່ນໝົດ, ແນ່ນອນວ່າທ່ານຮູ້, ວ່າຜູ້ນຳຕ້ອງມີຄວາມກ້າ
00:28
to stand out and be ridiculed.
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ທີ່ຈະໂດດເດັ່ນ ແລະເປັນໂຕຕາຫຼົກ.
00:32
But what he's doing is so easy to follow.
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ແຕ່ສິ່ງທີ່ລາວກຳລັງເຮັດເປັນສິ່ງທີ່ເຮັດຕາມງ່າຍ.
00:34
So here's his first follower with a crucial role;
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ສະນັ້ນ ນີ້ແມ່ນຜູ້ຕາມຄົນທຳອິດຂອງລາວ ທີ່ມີບົດບາດສຳຄັນ;
00:37
he's going to show everyone else how to follow.
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ລາວຈະສະແດງໃຫ້ຄົນອື່ນເຫັນວ່າຄວນຕາມແນວໃດ.
00:39
Now, notice that the leader embraces him as an equal.
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ບາດນີ້, ສັງເກດເບິ່ງ ວ່າຜູ້ນຳນັ້ນ ໄດ້ໂອບຮັບເອົາລາວຢ່າງເທົ່າທຽມ.
00:41
So, now it's not about the leader anymore;
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ສະນັ້ນ, ບາດນີ້ ມັນຈິ່ງບໍ່ກ່ຽວກັບຜູ້ນຳອີກແລ້ວ;
00:43
it's about them, plural.
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ມັນກ່ຽວກັບພວກເຂົາ, ຈຳນວນຫຼາຍ.
00:45
Now, there he is calling to his friends.
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ບາດນີ້, ຫັ້ນເດ ລາວເອີ້ນເອົາໝູ່ລາວມາອີກ.
00:47
Now, if you notice that the first follower
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ບາດນີ້, ຖ້າທ່ານສັງເກດ ຈະເຫັນວ່າຜູ້ຕາມຄົນທຳອິດ
00:49
is actually an underestimated form of leadership in itself.
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ແມ່ນຮູບແບບຂອງການເປັນຜູ້ນຳໃນຕົວມັນເອງທີ່ຖືກເບິ່ງຂ້າມ.
00:53
It takes guts to stand out like that.
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ມັນຕ້ອງໃຊ້ຄວາມກ້າໃນການທີ່ຈະຢືນຂຶ້ນຈັ່ງຊັ້ນ.
00:55
The first follower is what transforms
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ຜູ້ຕາມຄົນທີອິດແມ່ນສິ່ງທີ່ປ່ຽນ
00:58
a lone nut into a leader.
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ຄົນບ້າຄົນໜຶ່ງໃຫ້ກາຍເປັນຜູ້ນຳ.
01:00
(Laughter)
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(ຫົວ)
01:02
(Applause)
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(ຕົບມື)
01:05
And here comes a second follower.
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ຫັ້ນເດ ມາລະ ຜູ້ຕາມຄົນທີສອງ.
01:07
Now it's not a lone nut, it's not two nuts --
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ບາດນີ້ບໍ່ແມ່ນຄົນບ້າຜູ້ດຽວລະ, ບໍ່ແມ່ນຄົນບ້າ 2 ຄົນລະ -
01:09
three is a crowd, and a crowd is news.
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3 ຖືເປັນກຸ່ມໄດ້ລະ, ແລະເມື່ອເປັນກຸ່ມກໍ່ເປັນຂ່າວໄດ້.
01:12
So a movement must be public.
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ສະນັ້ນ ກະແສຕ້ອງເປັນສິ່ງສາທາລະນະ.
01:14
It's important to show not just to show the leader, but the followers,
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ສິ່ງສຳຄັນແມ່ນການເປີດເຜີຍ ບໍ່ແມ່ນເພື່ອເປີດເຜີຍຜູ້ນຳ, ແຕ່ແມ່ນຜູ້ຕາມ
01:17
because you find that new followers
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ເພາະທ່ານຈະເຫັນວ່າຜູ້ຕາມຄົນໃໝ່
01:19
emulate the followers, not the leader.
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ຈະຮຽນແບບຜູ້ຕາມຄົນກ່ອນ, ບໍ່ແມ່ນຈາກຜູ້ນຳ.
01:22
Now, here come two more people, and immediately after,
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ບາດນີ້, ອີກ 2 ຄົນມາລະເດ, ແລະຕໍ່ມາທັນທີ,
01:24
three more people.
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ອີກ 3 ຄົນ.
01:26
Now we've got momentum. This is the tipping point.
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ບາດນີ້ເຮົາໄດ້ການເຄື່ອນໄຫວລະ. ນີ້ແມ່ນຈຸດປ່ຽນ.
01:28
Now we've got a movement.
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ບາດນີ້ເຮົາໄດ້ກະແສລະ.
01:32
So, notice that, as more people join in,
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ສະນັ້ນ, ສັງເກດເບິ່ງເນາະ, ເມື່ອຫຼາຍຄົນເຂົ້າຮ່ວມ,
01:34
it's less risky.
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ມັນຈະສ່ຽງໜ້ອຍກວ່າ.
01:36
So those that were sitting on the fence before, now have no reason not to.
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ສະນັ້ນ ຜູ້ທີ່ຍັງຕັດສິນໃຈບໍ່ໄດ້ກ່ອນໜ້ານີ້, ບາດນີ້ບໍ່ມີເຫດຜົນທີ່ຈະບໍ່ຮ່ວມແລ້ວ.
01:39
They won't stand out,
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ເຂົາຈະບໍ່ເປັນຈຸດເດັ່ນ,
01:41
they won't be ridiculed,
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ເຂົາຈະບໍ່ຖືກຫົວຂວັນ,
01:43
but they will be part of the in-crowd if they hurry.
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ແຕ່ເຂົາຈະເປັນສ່ວນໜຶ່ງຂອງກຸ່ມທີ່ນຳໜ້າ ຖ້າເຂົາຟ້າວ.
01:45
(Laughter)
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(ຫົວ)
01:48
So, over the next minute,
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ສະນັ້ນ, ໃນນາທີຕໍ່ໜ້າ,
01:50
you'll see all of those that prefer to stick with the crowd
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ທ່ານຈະເຫັນຄົນທີ່ມັກຈະຈັບຢູ່ກັບກຸ່ມກ້ອນເຂົ້າມາຮ່ວມ
01:52
because eventually they would be ridiculed
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ເພາະໃນທີ່ສຸດ ພວກເຂົາຈະເປັນຕົວຕາຫຼົກ
01:54
for not joining in.
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ຖ້າພວກເຂົາບໍ່ເຂົ້າມາຮ່ວມ.
01:56
And that's how you make a movement.
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ແລະນັ້ນກໍ່ແມ່ນວິທີສ້າງກະແສ.
01:58
But let's recap some lessons from this.
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ແຕ່ເຮົາມາສະຫຼຸບຄືນບົດຮຽນຈາກຕົວຢ່າງນີ້.
02:00
So first, if you are the type,
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ສະນັ້ນ ກ່ອນອື່ນໝົດ, ຖ້າທ່ານເປັນປະເພດ,
02:03
like the shirtless dancing guy that is standing alone,
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ທີ່ຄືກັນກັບອ້າຍທີ່ເຕັ້ນເປືອຍຄີງ ທີ່ຢືນຢູ່ຜູ້ດຽວ,
02:06
remember the importance of nurturing
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ໃຫ້ຈື່ຄວາມສຳຄັນຂອງການທະນຸທະໜອມ
02:08
your first few followers as equals
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ຜູ້ຕາມຄົນທຳອິດຂອງທ່ານ ໃຫ້ສະເໝີກັບຕົນເອງ
02:10
so it's clearly about the movement, not you.
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ສະນັ້ນ ຈຸດສຳຄັນຈິ່ງແມ່ນກະແສ, ບໍ່ແມ່ນຕົນເອງ.
02:13
Okay, but we might have missed the real lesson here.
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ໂອເຄ, ແຕ່ເຮົາອາດພາດບົດຮຽນທີ່ແທ້ຈິງໃນທີ່ນີ້.
02:16
The biggest lesson, if you noticed --
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ບົດຮຽນທີ່ຍິ່ງໃຫຍ່ທີ່ສຸດ, ຖ້າທ່ານສັງເກດ -
02:18
did you catch it? -- is that leadership
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ທ່ານເຫັນບໍ່? - ແມ່ນວ່າການເປັນຜູ້ນຳ
02:20
is over-glorified.
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ໄດ້ຖືກຍົກຍ້ອງເກີນເຫດໂພດ.
02:22
That, yes, it was the shirtless guy who was first,
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ທີ່ວ່າ, ແມ່ນຢູ່, ຜູ້ຊາຍເປືອຍຄີງເປັນຜູ້ລິເລີ່ມ,
02:24
and he'll get all the credit,
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ແລະລາວຈະໄດ້ຄຸນງາວຄວາມດີທັງໝົດ,
02:26
but it was really the first follower
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ແຕ່ທີ່ຈິງແລ້ວແມ່ນຜູ້ຕາມຄົນທຳອິດຕ່າງຫາກ
02:28
that transformed the lone nut into a leader.
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ທີ່ປ່ຽນຄົນບ້າຜູ້ໜຶ່ງໃຫ້ກາຍເປັນຜູ້ນຳ.
02:31
So, as we're told that we should all be leaders,
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ສະນັ້ນ, ເມື່ອມີຄົນບອກວ່າເຮົາທຸກຄົນຄວນເປັນຜູ້ນຳ,
02:33
that would be really ineffective.
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ນັ້ນອາດເປັນສິ່ງທີ່ບໍ່ມີໝາກຜົນກໍ່ເປັນໄດ້.
02:35
If you really care about starting a movement,
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ຖ້າທ່ານສົນໃຈທີ່ຈະສ້າງກະແສແທ້ໆ,
02:37
have the courage to follow
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ກໍ່ຂໍໃຫ້ມີຄວາມກ້າທີ່ຈະຕາມ
02:39
and show others how to follow.
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ແລະສະແດງໃຫ້ຄົນອື່ນເຫັນວ່າຄວນຕາມແນວໃດ.
02:41
And when you find a lone nut doing something great,
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ແລະເມື່ອທ່ານເຫັນຄົນບ້າຜູ້ໜຶ່ງທີ່ກຳລັງເຮັດໃນສິ່ງທີ່ຍິ່ງໃຫຍ່,
02:43
have the guts to be the first one
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ຂໍໃຫ້ມີຄວາມກ້າທີ່ຈະເປັນຜູ້ທຳອິດ
02:45
to stand up and join in.
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ທີ່ຈະລຸກຂຶ້ນໄປຮ່ວມນຳ.
02:47
And what a perfect place to do that, at TED.
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ແລະບ່ອນທີ່ດີທີ່ສຸດທີ່ຈະເຮັດໃນສິ່ງນີ້, ກໍ່ແມ່ນທີ່ TED ແຫ່ງນີ້ນັ້ນເອງ.
02:49
Thanks.
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ຂໍຂອບໃຈ.
02:51
(Applause)
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(ຕົບມື)
ABOUT THE SPEAKER
Derek Sivers - EntrepreneurThrough his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.
Why you should listen
Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.
In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."
Derek Sivers | Speaker | TED.com