TEDxTokyo
Shimpei Takahashi: Play this word game to come up with original ideas
Šimpei Takahaši (Shimpei Takahashi): Igrajte ovu igru kako biste došli do originalnih ideja
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Šimpei Takahaši je oduvek sanjao o tome da osmišlja igračke. Ali kada je počeo da radi kao dizajner igračaka, otkrio je da je pritisak da se koriste podaci kao početna tačka za dizajn ubio njegovu kreativnost. U ovom kratkom, zabavnom govoru, Takahaši opisuje kako je ponovo pokrenuo svoje ideje i deli jednostavnu igru koju svako može da igra kako bi došao do novih ideja.
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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Zdravo.
00:16
I'm a toy developer.
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Ja osmišljavam igračke.
00:18
With a dream of creating new toys
that have never been seen before,
that have never been seen before,
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Pre devet godina sam počeo da radim
u jednoj kompaniji igračaka
u jednoj kompaniji igračaka
00:22
I began working at a toy company
nine years ago.
nine years ago.
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sa snom da stvaram igračke
koje nikad niko nije video.
koje nikad niko nije video.
00:26
When I first started working there,
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Kada sam počeo da radim tamo,
00:28
I proposed many new ideas
to my boss every day.
to my boss every day.
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svom šefu sam svaki dan
predlagao nove ideje.
predlagao nove ideje.
00:32
However, my boss always asked
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Međutim, moj šef me je uvek pitao
da li imam podatke koji će dokazati
da će se proizvod prodavati,
da će se proizvod prodavati,
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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i rekao mi da razmišljam o razvoju
proizvoda nakon analize tržišnih podataka.
proizvoda nakon analize tržišnih podataka.
00:40
Data, data, data.
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Podaci, podaci, podaci.
00:42
So I analyzed the market data
before thinking of a product.
before thinking of a product.
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I tako sam ja analizirao tržišne podatke
pre razmišljanja o proizvodu.
pre razmišljanja o proizvodu.
00:46
However, I was unable to think
of anything new at that moment.
of anything new at that moment.
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Međutim, u tom trenutku ništa novo
mi nije padalo na pamet.
mi nije padalo na pamet.
00:51
(Laughter)
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(Smeh)
00:52
My ideas were unoriginal.
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Moje ideje nisu bile originalne.
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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Nisu mi dolazile nove ideje
i umorio sam se od razmišljanja.
i umorio sam se od razmišljanja.
00:58
It was so hard that I became this skinny.
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Bilo je toliko teško da sam postao
ovako mršav.
ovako mršav.
01:03
(Laughter)
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(Smeh)
01:05
It's true.
(Applause)
(Applause)
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Istina je.
(Aplauz)
(Aplauz)
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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Svi ste vi verovatno imali slična iskustva
i isto se ovako osećali.
i isto se ovako osećali.
01:12
Your boss was being difficult.
The data was difficult.
The data was difficult.
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Šef vam je pravio teškoće.
Podaci su bili teški.
Podaci su bili teški.
01:14
You become sick of thinking.
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Smučilo vam se od razmišljanja.
01:16
Now, I throw out the data.
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Ja sada odbacujem podatke.
01:19
It's my dream to create new toys.
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Moj je san da stvaram nove igračke.
01:22
And now, instead of data,
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I sada, umesto podataka,
01:24
I'm using a game called Shiritori
to come up with new ideas.
to come up with new ideas.
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koristim igru koja se zove Širitori
kako bih došao do novih ideja.
kako bih došao do novih ideja.
01:29
I would like to introduce
this method today.
this method today.
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Želim da danas predstavim ovaj metod.
01:32
What is Shiritori?
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Šta je Širitori?
01:34
Take apple, elephant
and trumpet, for example.
and trumpet, for example.
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Uzmite, na primer, jabuku, slona
ili trubu.
ili trubu.
01:37
It's a game where
you take turns saying words
you take turns saying words
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To je igra gde naizmenično govorite reči
01:39
that start with the last letter
of the previous word.
of the previous word.
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koje počinju na zadnje slovo
prethodne reči.
prethodne reči.
01:41
It's the same in Japanese and English.
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Isto je i na japanskom i na engleskom.
01:43
You can play Shiritori as you like:
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Možete da igrate Širitori kako god želite:
01:46
"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush]
[Cat, cola, concert, brush]
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„neko, kora, raibu, buraši,” itd, itd.
[Mačka, kola, koncert, četka]
[Mačka, kola, koncert, četka]
01:49
Many random words will come out.
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Mnogo uobičajenih reči će se izredati.
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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Terate te reči da se vežu za ono o čemu
želite da mislite i oblikujete ideje.
želite da mislite i oblikujete ideje.
01:57
In my case, for example,
since I want to think of toys,
since I want to think of toys,
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U mom slučaju, na primer,
pošto ja želim da razmišljam o igračkama,
pošto ja želim da razmišljam o igračkama,
02:00
what could a toy cat be?
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kakva bi mogla da bude igračka mačka?
02:03
A cat that lands after doing
a somersault from a high place?
a somersault from a high place?
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Mačka koja se spušta nakon izvođenja
salta sa nekog visokog mesta?
salta sa nekog visokog mesta?
02:07
How about a toy with cola?
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Šta mislite o igrački sa kolom?
02:09
A toy gun where you shoot cola
and get someone soaking wet?
and get someone soaking wet?
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Pištolj igračka kojim pucate u kolu
i skvasite sviju do kože?
i skvasite sviju do kože?
02:12
(Laughter)
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(Smeh)
02:13
Ridiculous ideas are okay.
The key is to keep them flowing.
The key is to keep them flowing.
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Smešne ideje su u redu.
Ključno je da samo naviru.
Ključno je da samo naviru.
02:16
The more ideas you produce, you're sure
to come up with some good ones, too.
to come up with some good ones, too.
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Što više ideja smislite, zagarantovano je
da ćete doći na nekoliko dobrih ideja.
da ćete doći na nekoliko dobrih ideja.
02:21
A brush, for example.
Can we make a toothbrush into a toy?
Can we make a toothbrush into a toy?
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Četka, na primer. Možemo li
od četkice za zube napraviti igračku?
od četkice za zube napraviti igračku?
02:26
We could combine
a toothbrush with a guitar and --
a toothbrush with a guitar and --
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Možemo spojiti četkicu za zube
sa gitarom i -
sa gitarom i -
02:30
(Music noises) --
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(Zvuci muzike) -
02:32
you've got a toy you can play with
while brushing your teeth.
while brushing your teeth.
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dobiti igračku sa kojom se možete igrati
dok perete zube.
dok perete zube.
02:35
(Laughter) (Applause)
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(Smeh) (Aplauz)
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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Deca koja ne vole da peru zube
možda to i zavole.
možda to i zavole.
02:41
Can we make a hat into a toy?
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Možemo li napraviti igračku od šešira?
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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Kako bi bilo nešto poput igre ruleta,
gde jedan za drugim stavljate šešir,
gde jedan za drugim stavljate šešir,
02:48
and then, when someone puts it on,
a scary alien breaks through the top
a scary alien breaks through the top
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i zatim, kad neko stavi šešir,
strašni vanzemaljac izbije iz vrha
strašni vanzemaljac izbije iz vrha
02:53
screaming, "Ahh!"
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i vrisne „Aaa!”
02:55
I wonder if there would be
a demand for this at parties?
a demand for this at parties?
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Pitam se da li bi bilo potražnje
za ovim na zabavama?
za ovim na zabavama?
02:58
Ideas that didn't come out while you stare
at the data will start to come out.
at the data will start to come out.
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Počeće da naviru ideje koje nisu navirale
dok ste zurili u podatke.
dok ste zurili u podatke.
03:03
Actually, this bubble wrap,
which is used to pack fragile objects,
which is used to pack fragile objects,
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Zapravo, kada se ovaj mehurasti omot
kojim se pakuju osetljivi predmeti
kojim se pakuju osetljivi predmeti
03:09
combined with a toy,
made Mugen Pop Pop,
made Mugen Pop Pop,
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poveže sa igračkom,
dobijemo Mugen puc puca,
dobijemo Mugen puc puca,
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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igračku na kojoj možete pucati
mehuriće koliko vam volja.
mehuriće koliko vam volja.
03:17
It was a big hit when it reached stores.
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Postala je veliki hit kad je stigla
u prodavnice.
u prodavnice.
03:20
Data had nothing to do with its success.
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Podaci nisu imali ništa sa tim uspehom.
03:22
Although it's only popping bubbles,
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Iako je to samo pucanje mehurića,
03:25
it's a great way to kill time,
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odličan je način da se ubije vreme,
03:27
so please pass this around
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tako da vas molim da danas proširite reč
03:29
amongst yourselves today and play with it.
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između sebe i igrate se sa ovom igračkom.
03:32
(Applause)
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(Aplauz)
03:36
Anyway, you continue to come up with
useless ideas.
useless ideas.
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U svakom slučaju, nastave da vam dolaze
beskorisne ideje.
beskorisne ideje.
03:39
Think up many trivial ideas, everyone.
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Smislite svi mnogo sitnih ideja.
03:41
If you base your ideas on data analysis
and know what you're aiming for,
and know what you're aiming for,
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Ako zasnivate svoje ideje na analizi
podataka i znate na šta ciljate,
podataka i znate na šta ciljate,
03:45
you'll end up trying too hard,
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uložićete previše truda
03:48
and you can't produce new ideas.
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i nećete moći osmisliti nove ideje.
03:50
Even if you know what your aim is,
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Čak i kad znate šta vam je cilj,
03:52
think of ideas as freely as if you were
throwing darts with your eyes closed.
throwing darts with your eyes closed.
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razmišljajte o idejama slobodno, kao kada
biste igrali pikado sa zatvorenim očima.
biste igrali pikado sa zatvorenim očima.
03:56
If you do this, you surely will hit
somewhere near the center.
somewhere near the center.
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Ako uradite ovo, sigurno ćete pogoditi
negde blizu centra.
negde blizu centra.
03:59
At least one will.
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Barem će jedna strelica pogoditi.
04:00
That's the one you should choose.
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To je ta koju treba da izaberete.
04:02
If you do so, that idea will be in demand
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Ako to uradite, ideja će biti u potražnji
04:05
and, moreover, it will be brand new.
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i štaviše, biće potpuno nova.
04:08
That is how I think of new ideas.
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Tako ja razmišljam o novim idejama.
04:10
It doesn't have to be Shiritori;
there are many different methods.
there are many different methods.
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To ne mora da bude Širitori;
postoji mnogo drugih metoda.
postoji mnogo drugih metoda.
04:13
You just have to choose words at random.
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Samo treba da birate reči nasumično.
04:15
You can flip through a dictionary
and choose words at random.
and choose words at random.
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Možete da listate rečnik i da birate
reči nasumično.
reči nasumično.
04:18
For example, you could look up two
random letters and gather the results
random letters and gather the results
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Na primer, možete da nađete dva nasumična
slova i sakupite rezultate
slova i sakupite rezultate
04:22
or go to the store
and connect product names
and connect product names
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ili da odete u prodavnicu i povežete
imena proizvoda
imena proizvoda
04:26
with what you want to think of.
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sa onim o čemu želite da razmišljate.
04:29
The point is to gather random words,
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Svrha je da sakupljate nasumične reči,
04:33
not information from the category
you're thinking for.
you're thinking for.
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a ne podatke iz kategorije
o kojoj razmišljate.
o kojoj razmišljate.
04:36
If you do this, the ingredients for
the association of ideas are collected
the association of ideas are collected
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Ako to uradite, vi ćete sakupiti sastojke
za udruživanje ideja
za udruživanje ideja
04:42
and form connections
that will produce many ideas.
that will produce many ideas.
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i obrazovati veze koje će proizvesti
mnogo ideja.
mnogo ideja.
04:45
The greatest advantage to this method
is the continuous flow of images.
is the continuous flow of images.
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Najveća prednost ovog metoda
jeste neprestani tok slika.
jeste neprestani tok slika.
04:49
Because you're thinking
of one word after another,
of one word after another,
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Slika prethodne reči ostaje sa vama
04:52
the image of the previous word
is still with you.
is still with you.
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jer smišljate reči jednu za drugom.
04:54
That image will automatically
be related with future words.
be related with future words.
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Ta slika će automatski biti povezana
sa narednim rečima.
sa narednim rečima.
04:57
Unconsciously, a concert will
be connected to a brush
be connected to a brush
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Nesvesno, koncert će biti povezan
sa četkom
sa četkom
05:00
and a roulette game
will be connected to a hat.
will be connected to a hat.
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a igra ruleta će biti povezana
sa šeširom.
sa šeširom.
05:02
You wouldn't even realize it.
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Nećete to ni primetiti.
05:03
You can come up with ideas that
you wouldn't have thought of otherwise.
you wouldn't have thought of otherwise.
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Možete doći na ideje o kojima inače
ne biste razmišljali.
ne biste razmišljali.
05:07
This method is, of course,
not just for toys.
not just for toys.
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Ovaj metod, naravno, nije samo za igračke.
05:09
You can collect ideas for books, apps,
events, and many other projects.
events, and many other projects.
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Možete da sakupljate ideje za knjige,
aplikacije, događaje,
aplikacije, događaje,
05:13
I hope you all try this method.
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i mnoge druge projekte.
Nadam se da ćete svi isprobati ovaj metod.
Nadam se da ćete svi isprobati ovaj metod.
05:18
There are futures that are born from data.
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Postoje budućnosti koje su stvorene
na podacima.
na podacima.
05:21
However, using this silly game
called Shiritori,
called Shiritori,
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Međutim, koristeći ovu luckastu igru
zvanu Širitori,
zvanu Širitori,
05:25
I look forward to
the exciting future you will create,
the exciting future you will create,
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radujem se uzbudljivoj budućnosti
koju ćete vi stvoriti,
koju ćete vi stvoriti,
05:28
a future you couldn't even imagine.
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budućnosti koju ne možete
ni da zamislite.
ni da zamislite.
05:32
Thank you very much.
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Hvala vam puno.
05:34
(Applause)
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(Aplauz)
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