TEDxTokyo
Shimpei Takahashi: Play this word game to come up with original ideas
oleh Shimpei Takahashi: Menjana Akar Idea - oleh Shimpei Takahashi (TEDxTokyo)
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Shimpei Takahashi adalah seorang pencipta produk-produk terkemuka di Jepun yang sering menghasilkan idea barangan yang luar biasa. Beliau berharap untuk memperkenalkan beberapa cara mudah yang beliau gunakan untuk menghasilkan idea menarik.
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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Hi
00:16
I'm a toy developer.
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Saya adalah seorang pencipta mainan.
Impian saya ialah mencipta mainan baru
yang belum pernah ada,
yang belum pernah ada,
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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9 tahun yang lalu, saya mula berkerja
di syarikat mainan.
di syarikat mainan.
00:22
I began working at a toy company
nine years ago.
nine years ago.
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Sejak itu, setiap hari saya harus banyak fikirkan
00:26
When I first started working there,
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00:28
I proposed many new ideas
to my boss every day.
to my boss every day.
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idea baru untuk dikemukakan pada bos.
00:32
However, my boss always asked
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Tetapi bos selalu kata
"data macam ini mana boleh jual?"
00:34
if I had the data to prove it would sell,
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00:37
and asked me to think of product
development after analyzing market data.
development after analyzing market data.
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"Fikirkan ciptaan produk
berdasarkan analisasi pasaran!"
berdasarkan analisasi pasaran!"
Data, data, data
00:40
Data, data, data.
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Jadi saya mula utamakan analisasi
pasaran sebelum mencipta.
pasaran sebelum mencipta.
00:42
So I analyzed the market data
before thinking of a product.
before thinking of a product.
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00:46
However, I was unable to think
of anything new at that moment.
of anything new at that moment.
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Saat itu, saya langsung tidak boleh
menghasilkan idea baru.
menghasilkan idea baru.
00:51
(Laughter)
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(Ketawa)
00:52
My ideas were unoriginal.
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Yang tercipta semuanya sama,
sampai saya kering idea.
sampai saya kering idea.
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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Memikirkannya saja
menjadikan saya sengsara.
menjadikan saya sengsara.
00:58
It was so hard that I became this skinny.
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Akhirnya, saya jadi kurus begini.
(Ketawa)
01:03
(Laughter)
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Ya, benar
(Tepukan)
(Tepukan)
01:05
It's true.
(Applause)
(Applause)
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Mungkin anda juga pernah
merasai yang sama.
merasai yang sama.
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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Bos garang, data menyusahkan,
sampai jadi malas nak berfikir.
sampai jadi malas nak berfikir.
01:12
Your boss was being difficult.
The data was difficult.
The data was difficult.
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01:14
You become sick of thinking.
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Sekarang,
saya sudah buang data data itu semua.
saya sudah buang data data itu semua.
01:16
Now, I throw out the data.
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01:19
It's my dream to create new toys.
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Mencipta mainan adalah impian saya.
Jadi sekarang,
bukan lagi data,
bukan lagi data,
01:22
And now, instead of data,
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saya gunakan game "Shiritori" untuk
cari idea baru.
cari idea baru.
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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01:29
I would like to introduce
this method today.
this method today.
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Hari ini saya memperkenalkan
cara mencari idea.
cara mencari idea.
01:32
What is Shiritori?
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"Shiritori" adalah
01:34
Take apple, elephant
and trumpet, for example.
and trumpet, for example.
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misalnya perkataan Epal, Gorilla, Trompet
01:37
It's a game where
you take turns saying words
you take turns saying words
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mulakan kata seterusnya dengan
huruf terakhir kata sebelumnya.
huruf terakhir kata sebelumnya.
01:39
that start with the last letter
of the previous word.
of the previous word.
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Dalam bahasa Jepun
mahupun bahasa Ingeris.
mahupun bahasa Ingeris.
01:41
It's the same in Japanese and English.
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"Shiritori" boleh dimain pelbagai cara.
01:43
You can play Shiritori as you like:
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01:46
"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush]
[Cat, cola, concert, brush]
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neKO,KOra,RAibu,BUrashi dll
(Kuching, Coke, Konsert, Berus)
(Kuching, Coke, Konsert, Berus)
Perkatan-perkataan rambang akan terkeluar.
01:49
Many random words will come out.
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Kaitkan perkataan-perkataan ini
pada apa yang anda
pada apa yang anda
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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mahu fikirkan, ia akan manghasilkan idea.
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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Misalnya saya mahu fikirkan
sesuatu mainan.
sesuatu mainan.
02:00
what could a toy cat be?
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Seperti mainan "Kucing".
Apakah dia?
Apakah dia?
Seperti seekor kucing berjunkir
dari tempat yang tinggi?
dari tempat yang tinggi?
02:03
A cat that lands after doing
a somersault from a high place?
a somersault from a high place?
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bagaimana pula dengan "Coke"?
02:07
How about a toy with cola?
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Mainan tembak Coke,
tembak tembak sampai basah
tembak tembak sampai basah
02:09
A toy gun where you shoot cola
and get someone soaking wet?
and get someone soaking wet?
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(Ketawa)
02:12
(Laughter)
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Idea tidak masuk akal, tidak apa.
Biar idea datang satu persatu.
Biar idea datang satu persatu.
02:13
Ridiculous ideas are okay.
The key is to keep them flowing.
The key is to keep them flowing.
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Lebih banyak idea dihasilkan
pasti yang bagus akan terhasil.
pasti yang bagus akan terhasil.
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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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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Seperti "Berus".
Mainan yang boleh memberus gigi?
02:26
We could combine
a toothbrush with a guitar and --
a toothbrush with a guitar and --
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Seperti berus gigi yang digabungkan
dengan gitar
dengan gitar
jeng jeng jeng jeng jeng
02:30
(Music noises) --
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berus sambil menyanyi.
02:32
you've got a toy you can play with
while brushing your teeth.
while brushing your teeth.
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(Ketawa dan tepukan)
02:35
(Laughter) (Applause)
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Budak yang tidak suka berus gigi
mungkin akan mula suka memberus gigi
mungkin akan mula suka memberus gigi
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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Bagaimana pula dengan topi?
02:41
Can we make a hat into a toy?
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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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Seperti Russian Roulette
seorang demi seorang memakai topi.
seorang demi seorang memakai topi.
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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Saat mengenakan topi di kepala,
tembus keluar ke atas dan
tembus keluar ke atas dan
02:53
screaming, "Ahh!"
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"gaaahh" keluar mahluk asing
yang menyeramkan.
yang menyeramkan.
02:55
I wonder if there would be
a demand for this at parties?
a demand for this at parties?
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Mungkin ada gunanya untuk pesta.
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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Data yang anda renungkan
akan pasti menghasilkan idea
walaupun idea itu sukar terhasil.
walaupun idea itu sukar terhasil.
03:03
Actually, this bubble wrap,
which is used to pack fragile objects,
which is used to pack fragile objects,
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Sebenarnya, plastik pembungkus ini,
picit picit,
membalut barang yang senang pecah.
membalut barang yang senang pecah.
03:09
combined with a toy,
made Mugen Pop Pop,
made Mugen Pop Pop,
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Cantumkan plastik ini dengan mainan
dan tercipta balut buih terbaru!
dan tercipta balut buih terbaru!
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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Sebuah mainan yang anda boleh
picit picit sepuas hati.
picit picit sepuas hati.
03:17
It was a big hit when it reached stores.
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Ia sangat popular sejak mula dijual!
03:20
Data had nothing to do with its success.
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Kejayaan yang tiada kaitan
langsung dengan data!
langsung dengan data!
03:22
Although it's only popping bubbles,
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Ini, picit picit sahaja, tetapi
ia bagus digunakan untuk membuang masa.
03:25
it's a great way to kill time,
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03:27
so please pass this around
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Jadi hari ini, sila buang masa
dan kongsi dengan rakan sebelah.
dan kongsi dengan rakan sebelah.
03:29
amongst yourselves today and play with it.
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(Tepukan)
03:32
(Applause)
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Biar idea datang walaupun
idea itu tidak menarik.
idea itu tidak menarik.
03:36
Anyway, you continue to come up with
useless ideas.
useless ideas.
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03:39
Think up many trivial ideas, everyone.
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Fikirkan idea-idea yang tidak
menarik.
menarik.
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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Jika anda tahu apa yang diinginkan
berdasarkan analisis,
berdasarkan analisis,
03:45
you'll end up trying too hard,
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anda akan jadi terlalu bergantung
dan tidak dapat menghasilkan yang baru.
dan tidak dapat menghasilkan yang baru.
03:48
and you can't produce new ideas.
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Sebenarnya tidak juga. Walaupun anda
tahu apa yang anda inginkan,
tahu apa yang anda inginkan,
03:50
Even if you know what your aim is,
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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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seperti lontar dat bila menutup mata,
Idea boleh difikir sebebas itu.
03:56
If you do this, you surely will hit
somewhere near the center.
somewhere near the center.
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Semestinya ada dat yang akan kena
berhampiran tengah.
berhampiran tengah.
03:59
At least one will.
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Walaupun hanya satu.
04:00
That's the one you should choose.
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Itu yang harus dipilih.
Dengan itu idea akan jadi
04:02
If you do so, that idea will be in demand
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satu keperluan dan
jadi satu idea baru.
jadi satu idea baru.
04:05
and, moreover, it will be brand new.
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04:08
That is how I think of new ideas.
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Itulah cara saya mencari idea baru
04:10
It doesn't have to be Shiritori;
there are many different methods.
there are many different methods.
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Bukan hanya "Shiritori", tetapi
dengan pelbagai cara pun boleh.
dengan pelbagai cara pun boleh.
04:13
You just have to choose words at random.
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Kumpulkan sahaja sebarang kata.
Seperti kumpulkan kata
dengan membelek-belek kamus.
dengan membelek-belek kamus.
04:15
You can flip through a dictionary
and choose words at random.
and choose words at random.
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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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Atau bila anda ke kedai dan cari
sebarang 2 perkataan
sebarang 2 perkataan
dari nama barangan dan pilih
dari apa yang terhasil.
dari apa yang terhasil.
04:22
or go to the store
and connect product names
and connect product names
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sambungkan mereka pada apa yang
anda mahu fikirkan.
anda mahu fikirkan.
04:26
with what you want to think of.
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Tujuannya bukan untuk kumpulkan sendiri
jenis informasi.
jenis informasi.
04:29
The point is to gather random words,
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04:33
not information from the category
you're thinking for.
you're thinking for.
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tetapi semata-semata untuk
kumpulkan perkataan rambang.
kumpulkan perkataan rambang.
Dengan itu, akan terkumpul
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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pelbagai penyambungan kata dan idea
pada fikiran
pada fikiran
04:42
and form connections
that will produce many ideas.
that will produce many ideas.
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dan sambungkan mereka.
Idea akan terus mula terhasil.
Idea akan terus mula terhasil.
04:45
The greatest advantage to this method
is the continuous flow of images.
is the continuous flow of images.
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Kelebihan cara ini terdapat
pada kesinambungan gambaran.
pada kesinambungan gambaran.
04:49
Because you're thinking
of one word after another,
of one word after another,
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Kerana frasa terbentuk
dalam susunan,
dalam susunan,
04:52
the image of the previous word
is still with you.
is still with you.
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gambaran kata sebelumnya
akan masih terbentuk di fikiran.
akan masih terbentuk di fikiran.
04:54
That image will automatically
be related with future words.
be related with future words.
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Dari itu gambaran akan automatik terbentuk.
04:57
Unconsciously, a concert will
be connected to a brush
be connected to a brush
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Tanpa sedar, 'Raibu' dan ' Burashu' tersambung
(Jepun-Inggeris: 'Konsert' dan 'Brush')
(Jepun-Inggeris: 'Konsert' dan 'Brush')
05:00
and a roulette game
will be connected to a hat.
will be connected to a hat.
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dan 'Roulette' tersambung dengan 'Topi'.
05:02
You wouldn't even realize it.
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Tanpa sedar, idea yang tidak
mungkin terhasil akan terhasil
mungkin terhasil akan terhasil
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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Memang cara ini bukan khusus
untuk mainan sahaja.
untuk mainan sahaja.
05:07
This method is, of course,
not just for toys.
not just for toys.
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05:09
You can collect ideas for books, apps,
events, and many other projects.
events, and many other projects.
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Buku, app, acara atau apa saja
akan membantu dalam penghasilan idea
05:13
I hope you all try this method.
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Jadi saya harap anda semua cuba cara ini.
Masa hadapan akan terlahir dari data.
05:18
There are futures that are born from data.
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Namun saya berharap, anda semua
boleh mencipta masa hadapan
boleh mencipta masa hadapan
05:21
However, using this silly game
called Shiritori,
called Shiritori,
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yang menarik, masa hadapan
yang anda tidak dapat dibayangkan
yang anda tidak dapat dibayangkan
05:25
I look forward to
the exciting future you will create,
the exciting future you will create,
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seperti mainan kanak-kanak
'Shiritori' ini.
'Shiritori' ini.
05:28
a future you couldn't even imagine.
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Terima kasih.
05:32
Thank you very much.
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(Tepukan)
05:34
(Applause)
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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