TEDSalon London 2010
Noreena Hertz: How to use experts -- and when not to
诺丽娜∙赫兹：何时听从专家的意见 -- 何时不？
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我们每天都要进行重要的决策--而我们常常依赖专家帮我们选择。但是经济学家诺丽娜∙赫兹认为，过分依赖专家有局限性,甚至对我们有害。她呼吁我们要让专业知识走向平民化—“不要只听信外科医生和首席执行官的话，也要听听商店店员的建议“。
Noreena Hertz - Economist
Noreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology. Full bio
Noreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology. Full bio
Double-click the English transcript below to play the video.
00:15
It's Monday morning.
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星期一的早晨
00:18
In Washington,
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在华盛顿
00:20
the president of the United States
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美国总统
00:22
is sitting in the Oval Office,
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坐在椭圆形办公室里，
00:24
assessing whether or not
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思忖着是否
00:26
to strike Al Qaeda
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要打击也门
00:28
in Yemen.
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的基地组织。
00:30
At Number 10 Downing Street,
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在唐宁街（英国首相府）
00:32
David Cameron is trying to work out
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大卫·卡梅隆（英国首相）正在考虑
00:35
whether to cut more public sector jobs
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是否削减更多公共部门职位
00:38
in order to stave off a double-dip recession.
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以对抗二次经济衰退。
00:41
In Madrid, Maria Gonzalez
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在马德里，玛丽亚∙冈萨雷斯
00:44
is standing at the door,
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站在门边
00:46
listening to her baby crying and crying,
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听着她的孩子不停哭泣
00:49
trying to work out whether she should let it cry
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她想弄明白是该让孩子继续哭
00:52
until it falls asleep
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哭到自己睡着
00:54
or pick it up and hold it.
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还是把孩子抱起来，哄一哄。
00:57
And I am sitting by my father's bedside in hospital,
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在医院，我坐在父亲的病床旁，
01:01
trying to work out
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想知道
01:03
whether I should let him drink
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是否让他喝下
01:05
the one-and-a-half-liter bottle of water
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那瓶1.5公升的水
01:08
that his doctors just came in and said,
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刚才他的医生来到病房说：
01:11
"You must make him drink today," --
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“你今天必须让他喝下去，” --
01:13
my father's been nil by mouth for a week --
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我父亲饮食难咽已经一个星期了，
01:16
or whether, by giving him this bottle,
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让他喝下这么一大瓶水，
01:20
I might actually kill him.
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简直是要了他的命。
01:23
We face momentous decisions
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在我们的一生中，我们会面临着种种重要选择，
01:26
with important consequences
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这些选择的结果
01:28
throughout our lives,
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会产生重要影响。
01:30
and we have strategies for dealing with these decisions.
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我们有各种途径来应对这些选择：
01:33
We talk things over with our friends,
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跟朋友倾谈
01:36
we scour the Internet,
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上网搜索
01:39
we search through books.
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或者查阅书籍
01:42
But still,
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但是
01:44
even in this age
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即便当今
01:46
of Google and TripAdvisor
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我们有谷歌、到到网
01:48
and Amazon Recommends,
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和亚马逊推荐，
01:51
it's still experts
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我们仍然
01:53
that we rely upon most --
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最信赖专家--
01:56
especially when the stakes are high
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尤其是在风险很高
01:58
and the decision really matters.
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选择非常重要更是如此。
02:01
Because in a world of data deluge
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因为在一个拥有海量数据
02:03
and extreme complexity,
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和极其纷繁复杂的世界中，
02:06
we believe that experts
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我们相信专家
02:08
are more able to process information than we can --
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比我们更善于处理信息--
02:11
that they are able to come to better conclusions
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他们给出的结论
02:14
than we could come to on our own.
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往往比我们自己的结论要好。
02:17
And in an age
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在一个
02:19
that is sometimes nowadays frightening
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让我们时常感到恐惧
02:22
or confusing,
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有时困惑的时代，
02:24
we feel reassured
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我们只有把专家
02:26
by the almost parental-like authority
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当作父母一样的权威
02:29
of experts
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来信赖
02:31
who tell us so clearly what it is
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听从他们所说的话
02:34
we can and cannot do.
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遵循他们的建议做选择才感到安心。
02:38
But I believe
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但我认为
02:40
that this is a big problem,
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这是一个大问题
02:42
a problem with potentially dangerous consequences
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甚至可能严重的影响到我们
02:46
for us as a society,
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整个社会
02:49
as a culture
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整个文化
02:51
and as individuals.
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及我们个人。
02:53
It's not that experts
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我并不是在否定专家
02:55
have not massively contributed to the world --
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对世界作出的巨大贡献--
02:57
of course they have.
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他们当然有贡献。
02:59
The problem lies with us:
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问题出在我们身上--
03:02
we've become addicted to experts.
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我们已变得过于依赖专家。
03:05
We've become addicted to their certainty,
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我们过于相信专家是千真万确、
03:08
their assuredness,
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十拿九稳、
03:10
their definitiveness,
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永不出错，
03:12
and in the process,
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在这一过程中
03:14
we have ceded our responsibility,
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我们放弃了自己的责任
03:16
substituting our intellect
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丢弃了自己的逻辑思维
03:18
and our intelligence
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和聪明才智
03:21
for their supposed words of wisdom.
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只相信专家的”真知灼见“。
03:24
We've surrendered our power,
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我们放弃了自己的力量，
03:27
trading off our discomfort
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因为自己无法确定感到苦恼，
03:29
with uncertainty
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所以幻想通过
03:31
for the illusion of certainty
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专家的确定性
03:33
that they provide.
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来排解我们的苦恼。
03:36
This is no exaggeration.
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我没有夸张
03:39
In a recent experiment,
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最近有一个实验
03:41
a group of adults
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对一组成年人
03:43
had their brains scanned in an MRI machine
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的大脑进行磁共振扫描
03:46
as they were listening to experts speak.
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同时让他们听专家讲话
03:50
The results were quite extraordinary.
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扫描结果让人惊讶：
03:53
As they listened to the experts' voices,
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他们听专家讲话的同时
03:56
the independent decision-making parts of their brains
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大脑负责独立决策的区域
04:01
switched off.
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就停止活动--
04:03
It literally flat-lined.
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屏幕上出现一条直线。
04:06
And they listened to whatever the experts said
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无论专家所说的话是什么
04:08
and took their advice, however right or wrong.
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他们都全盘接受专家的建议，不分对错。
04:12
But experts do get things wrong.
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但是专家也会犯错。
04:16
Did you know that studies show
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你们知道有研究表明
04:19
that doctors misdiagnose
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医生的诊断结果中
04:22
four times out of 10?
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有40%的误诊率吗？
04:25
Did you know
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你们知道有数据表明
04:27
that if you file your tax returns yourself,
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如果你自己填纳税申报单，
04:30
you're statistically more likely
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自己往往计算得正确，
04:32
to be filing them correctly
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而找一个纳税顾问
04:34
than if you get a tax adviser
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来帮你报税
04:36
to do it for you?
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正确率要差很多吗？
04:38
And then there's, of course, the example
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当然，我还能举出
04:40
that we're all too aware of:
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大家更熟悉的例子：
04:42
financial experts
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正因为金融专家
04:44
getting it so wrong
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大错特错，
04:46
that we're living through the worst recession
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所以我们陷入了自30年代以来
04:48
since the 1930s.
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最糟糕的经济衰退。
04:52
For the sake of our health,
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为了我们的健康，
04:54
our wealth
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繁荣
04:56
and our collective security,
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以及共同安全
04:58
it's imperative that we keep
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我们必须要保持
05:01
the independent decision-making parts of our brains
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大脑的独立决策能力
05:05
switched on.
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时时开启。
05:07
And I'm saying this as an economist
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我是一个经济学者，
05:09
who, over the past few years,
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在过去的几年中
05:11
has focused my research
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集中研究
05:13
on what it is we think
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我们人类的想法
05:15
and who it is we trust and why,
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我们相信谁以及为什么相信他们。
05:18
but also --
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但同时--
05:20
and I'm aware of the irony here --
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我也意识到比较讽刺的一点--
05:22
as an expert myself,
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我本身就是专家
05:25
as a professor,
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也是一名教授，
05:27
as somebody who advises prime ministers,
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我为许多首相、大公司的领导
05:30
heads of big companies,
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和国际组织
05:32
international organizations,
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提供建议；
05:34
but an expert who believes
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但我自己却认为
05:36
that the role of experts needs to change,
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专家的角色需要转变，
05:39
that we need to become more open-minded,
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专家的思维应该更开放，
05:42
more democratic
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更听从公众的意见，
05:44
and be more open
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更加能容纳
05:46
to people rebelling against
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那些质疑
05:48
our points of view.
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我们观点的人。
05:51
So in order to help you understand
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为了帮助大家了解
05:54
where I'm coming from,
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我的背景，
05:56
let me bring you into my world,
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我先带大家了解下我的世界
05:59
the world of experts.
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专家的世界。
06:01
Now there are, of course, exceptions,
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当然，现实中不乏例子表明
06:05
wonderful, civilization-enhancing exceptions.
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专家推动了人类文明的进步，
06:11
But what my research has shown me
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但我的研究表明
06:14
is that experts tend on the whole
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专家整体上倾向于
06:17
to form very rigid camps,
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形成非常顽固的阵营，
06:20
that within these camps,
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在每个阵营之内
06:22
a dominant perspective emerges
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有一个占主导地位的观点
06:25
that often silences opposition,
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常常压制其他的反对观点。
06:28
that experts move with the prevailing winds,
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专家也都随波逐流
06:31
often hero-worshipping
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通常都追捧
06:34
their own gurus.
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自己那一派的泰斗。
06:36
Alan Greenspan's proclamations
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阿兰·格林斯潘曾经宣称
06:38
that the years of economic growth
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经济增长会连年持续
06:41
would go on and on,
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不会停滞，
06:44
not challenged by his peers,
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业内没人挑战他的权威，
06:47
until after the crisis, of course.
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但后来经济危机却席卷而来。
06:51
You see,
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你瞧，
06:54
we also learn
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我们要明白
06:56
that experts are located,
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专家也有地域性，
06:58
are governed,
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也受到
07:00
by the social and cultural norms
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既定的社会文化准则
07:03
of their times --
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的制约--
07:05
whether it be the doctors
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举几个例子：
07:07
in Victorian England, say,
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英国维多利亚时代的医生
07:09
who sent women to asylums
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把表达自己性欲的女性
07:12
for expressing sexual desire,
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送到精神病院；
07:15
or the psychiatrists in the United States
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美国的精神科医生
07:18
who, up until 1973,
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一直到1973年
07:21
were still categorizing homosexuality
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还把同性恋归结为
07:25
as a mental illness.
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精神疾病
07:27
And what all this means
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所有这些表明
07:29
is that paradigms
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人们的思维范式
07:31
take far too long to shift,
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根深蒂固、迟于改变，
07:34
that complexity and nuance are ignored
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而且忽略了复杂性和差异性
07:38
and also that money talks --
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还往往向金钱看齐--
07:41
because we've all seen the evidence
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我们都看到过
07:44
of pharmaceutical companies
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制药公司
07:46
funding studies of drugs
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出资研究药品
07:49
that conveniently leave out
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却图方便对药品最大的副作用
07:51
their worst side effects,
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置之不理，
07:54
or studies funded by food companies
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还有一些食品公司
07:57
of their new products,
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出资研究自己的新产品，
08:00
massively exaggerating the health benefits
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但却对他们准备推向市场的新产品
08:03
of the products they're about to bring by market.
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的健康疗效极其夸大。
08:06
The study showed that food companies exaggerated
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研究表明，食品公司的研究结果
08:08
typically seven times more
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往往比独立研究要
08:11
than an independent study.
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夸大七倍
08:15
And we've also got to be aware
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我们也要认识到
08:17
that experts, of course,
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专家当然
08:19
also make mistakes.
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也会犯错。
08:21
They make mistakes every single day --
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他们每一天都会犯一些错误--
08:24
mistakes born out of carelessness.
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往往是由于粗心引起的。
08:27
A recent study in the Archives of Surgery
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《外科档案》杂志最近有一个研究
08:30
reported surgeons
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报道外科医生
08:32
removing healthy ovaries,
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摘除健康的卵巢，
08:35
operating on the wrong side of the brain,
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做脑手术时弄错了左右，
08:38
carrying out procedures on the wrong hand,
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也会搞错要动手术的是哪只手，
08:41
elbow, eye, foot,
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肘，眼睛或者脚；
08:44
and also mistakes born out of thinking errors.
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他们还犯一些思维上的错误。
08:47
A common thinking error
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一个常见思维错误就是
08:49
of radiologists, for example --
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放射科医生的诊断--
08:52
when they look at CT scans --
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他们看到病人的CT扫描，
08:55
is that they're overly influenced
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就会参照转介医生
08:57
by whatever it is
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如何诊断病人的病症，
08:59
that the referring physician has said
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而他们的判断
09:01
that he suspects
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就会极大的受到
09:03
the patient's problem to be.
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先前诊断的影响。
09:06
So if a radiologist
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所以如果一名放射科医生
09:08
is looking at the scan
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接待一个被诊断为疑似肺炎
09:10
of a patient with suspected pneumonia, say,
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的病人，看着扫描结果，
09:13
what happens is that,
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可能有这种情况发生：
09:15
if they see evidence
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他们一旦看到屏幕上
09:17
of pneumonia on the scan,
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有肺炎的症状，
09:20
they literally stop looking at it --
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就不会进一步观察--
09:23
thereby missing the tumor
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结果就忽略了
09:25
sitting three inches below
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病人肺部几英寸以下
09:27
on the patient's lungs.
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还有肿瘤。
09:31
I've shared with you so far
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目前为止我已经跟大家
09:34
some insights into the world of experts.
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分享了一些我对专家的看法
09:37
These are, of course,
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当然我不只想跟大家
09:39
not the only insights I could share,
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分享这些想法
09:41
but I hope they give you a clear sense at least
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而是希望至少让大家明白
09:44
of why we need to stop kowtowing to them,
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我们为什么要停止崇拜专家
09:47
why we need to rebel
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为什么要质疑他们的想法
09:49
and why we need to switch
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以及为什么要保持我们的
09:51
our independent decision-making capabilities on.
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独立决策能力常启常新
09:55
But how can we do this?
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具体要怎样做呢？
09:58
Well for the sake of time,
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因为时间有限
10:01
I want to focus on just three strategies.
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我在这里主要讲三种方法
10:06
First, we've got to be ready and willing
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第一，我们应该自愿主动的
10:08
to take experts on
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反对专家的意见
10:11
and dispense with this notion of them
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摒弃那种把他们当成现世圣人
10:14
as modern-day apostles.
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的想法。
10:16
This doesn't mean having to get a Ph.D.
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这不是意味着你得成为
10:19
in every single subject,
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某个学科的博士
10:21
you'll be relieved to hear.
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大家听到这句会松一口气
10:23
But it does mean persisting
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而是说，比如，专家难免会
10:26
in the face of their inevitable annoyance
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表现的不耐烦
10:29
when, for example,
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例如，当我们
10:31
we want them to explain things to us
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想让专家用我们
10:33
in language that we can actually understand.
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能明白的话解释一些事情时。
10:38
Why was it that, when I had an operation,
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为什么这么说呢，有一次我要做个手术，
10:41
my doctor said to me,
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我的医生跟我说，
10:43
"Beware, Ms. Hertz,
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“赫兹小姐，小心体温过高的
10:45
of hyperpyrexia,"
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症状，”
10:47
when he could have just as easily said,
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他可以简单的说，
10:49
"Watch out for a high fever."
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小心别发高烧。
10:53
You see, being ready to take experts on
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听从专家的意见
10:57
is about also being willing
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也就是要主动的
10:59
to dig behind their graphs,
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探寻他们给出的图表，
11:02
their equations, their forecasts,
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等式，诊断，估计等等
11:04
their prophecies,
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背后真正的涵义，
11:06
and being armed with the questions to do that --
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还要自己准备问一些问题，
11:09
questions like:
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比如：
11:11
What are the assumptions that underpin this?
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你是基于何种推断得出这种观点？
11:14
What is the evidence upon which this is based?
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推断的依据是什么？
11:17
What has your investigation focused on?
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你的检查是集中于哪方面，
11:21
And what has it ignored?
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忽略了什么方面？
11:24
It recently came out
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最近有研究表明，
11:26
that experts trialing drugs
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有些专家对即将上市药品
11:29
before they come to market
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进行测试的时候
11:31
typically trial drugs
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他们通常首先
11:34
first, primarily on male animals
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在雄性动物身上试验，
11:38
and then, primarily on men.
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然后在男性身上试验。
11:41
It seems that they've somehow overlooked the fact
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他们好像忽略了一个事实：
11:44
that over half the world's population are women.
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世界上超过一半的人口是女性。
11:49
And women have drawn the short medical straw
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所以女性在医药测试中总是倒霉的一方，
11:52
because it now turns out that many of these drugs
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因为现在证明许多药品
11:55
don't work nearly as well on women
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对男性有效
11:58
as they do on men --
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对女性效果却不大，
12:00
and the drugs that do work well work so well
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甚至由于药品药性过于强大，女性服用后
12:03
that they're actively harmful for women to take.
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反而对身体造成很大伤害。
12:06
Being a rebel is about recognizing
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所以质疑专家实际上是
12:09
that experts' assumptions
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认识到专家的推断，
12:12
and their methodologies
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他们采用的方法
12:14
can easily be flawed.
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也往往是有缺陷的，
12:17
Second,
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第二，
12:19
we need to create the space
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我们需要营造出一种空间
12:22
for what I call "managed dissent."
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”提出管理性异见“。
12:25
If we are to shift paradigms,
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如果我们要转变思维和行为模式，
12:27
if we are to make breakthroughs,
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取得突破，
12:29
if we are to destroy myths,
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打破神秘，
12:32
we need to create an environment
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我们就需要培养出一种氛围，
12:34
in which expert ideas are battling it out,
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让专家的想法打出胜负，
12:37
in which we're bringing in
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让我们大胆地提出各种新的
12:39
new, diverse, discordant, heretical views
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不和谐的声音和离经叛道的想法，
12:42
into the discussion,
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在参与讨论的过程中
12:44
fearlessly,
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我们要无所畏惧。
12:46
in the knowledge that progress comes about,
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因为我们知道进步不仅来自于
12:49
not only from the creation of ideas,
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提出新构想，
12:53
but also from their destruction --
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也来源于解构旧想法；
12:56
and also from the knowledge
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因为我们知道
12:59
that, by surrounding ourselves
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我们必须敞开心胸接受各种
13:01
by divergent, discordant,
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不和谐的声音，接受
13:04
heretical views.
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离经叛道的想法。
13:06
All the research now shows us
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所有研究表明只有这样
13:08
that this actually makes us smarter.
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我们才会变得更聪明。
13:13
Encouraging dissent is a rebellious notion
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鼓励不和谐的声音其实很反叛，
13:16
because it goes against our very instincts,
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因为这与我们的本能背道而驰，
13:19
which are to surround ourselves
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我们的本能是只接受
13:22
with opinions and advice
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那些我们已经深信或者
13:24
that we already believe
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主观上想去相信
13:27
or want to be true.
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的意见和建议。
13:29
And that's why I talk about the need
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这也就是为什么我提倡我需要
13:31
to actively manage dissent.
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积极的管理异见。
13:35
Google CEO Eric Schmidt
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谷歌首席执行官埃里克·施密特
13:37
is a practical practitioner
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在现实中就秉承
13:40
of this philosophy.
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这种哲学理念
13:42
In meetings, he looks out for the person in the room --
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开会时，他就望向房间里的人--
13:45
arms crossed, looking a bit bemused --
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他的手臂端着，神色些许困惑--
13:48
and draws them into the discussion,
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他让每个人参与到讨论中来，
13:51
trying to see if they indeed are
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看看这些人能否真正
13:54
the person with a different opinion,
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提出不同的意见，
13:57
so that they have dissent within the room.
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这样会议室内才有各种不同的声音。
14:00
Managing dissent
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管理异见就是
14:02
is about recognizing the value
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认识到让各种不同声音，
14:05
of disagreement, discord
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不同意见
14:08
and difference.
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百家争鸣的价值性。
14:10
But we need to go even further.
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但我们需要更进一步，
14:13
We need to fundamentally redefine
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从根本上重新定义
14:16
who it is that experts are.
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专家的概念
14:20
The conventional notion
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传统概念
14:22
is that experts are people
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将专家定义为那些有
14:25
with advanced degrees,
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高等学位，有名头衔
14:27
fancy titles, diplomas,
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持各种证书或
14:30
best-selling books --
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写过畅销书的人--
14:32
high-status individuals.
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都是有名望的人。
14:34
But just imagine
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但是请想象一下
14:36
if we were to junk
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如果我们抛弃
14:38
this notion of expertise
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把专家的意见当成
14:42
as some sort of elite cadre
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金科玉律的想法，
14:46
and instead embrace the notion
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相反，勇于接受让专业知识
14:49
of democratized expertise --
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走向平民化的想法，
14:52
whereby expertise was not just the preserve
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这样专业知识就不仅仅是外科医生
14:55
of surgeons and CEO's,
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或首席执行官的独有领域，
14:57
but also shop-girls -- yeah.
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也可以由店员传授给你。
15:01
Best Buy,
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美国百思买是一家
15:03
the consumer electronics company,
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消费型电子产品公司，
15:05
gets all its employees --
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它鼓励公司所有员工
15:08
the cleaners, the shop assistants,
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无论是保洁员，店员，还是
15:10
the people in the back office,
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后勤人员参都与公司决策，
15:13
not just its forecasting team --
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而不是把这些任务
15:15
to place bets, yes bets,
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留给预测团队一力承担。
15:18
on things like whether or not
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员工共同参谋比如
15:20
a product is going to sell well before Christmas,
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某一产品能否在圣诞节前畅销，
15:23
on whether customers' new ideas
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或者顾客提出的新想法
15:26
are going to be or should be taken on by the company,
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是否可以被公司采纳，
15:30
on whether a project
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某个项目能否
15:32
will come in on time.
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及时进行等等。
15:34
By leveraging
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通过利用
15:36
and by embracing
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和鼓励专业知识
15:38
the expertise within the company,
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在公司里普及，
15:40
Best Buy was able to discover, for example,
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百思买得以发现，例如，
15:43
that the store that it was going to open in China --
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公司计划在中国开业的
15:47
its big, grand store --
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大型百思买商店
15:49
was not going to open on time.
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却不能按期开业，
15:52
Because when it asked its staff,
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因为当时公司问员工，
15:54
all its staff, to place their bets
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让所有的员工下注
15:57
on whether they thought the store would open on time or not,
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猜中国的商店能否如期开业，
16:01
a group from the finance department
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公司财政部的一组员工
16:04
placed all their chips
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全部都投了否定票
16:06
on that not happening.
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认为不会如期开业。
16:09
It turned out that they were aware,
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结果证明这组员工
16:11
as no one else within the company was,
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在公司其他部门都没有意识到时候
16:14
of a technological blip
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对技术性的故障已有先见之明，
16:16
that neither the forecasting experts,
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而对这种故障无论是预测专家
16:18
nor the experts on the ground in China,
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还是在公司在中国的专家
16:21
were even aware of.
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都没料到。
16:25
The strategies
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今天晚上
16:27
that I have discussed this evening --
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我跟大家探讨的策略--
16:30
embracing dissent,
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欢迎不和谐声音、
16:32
taking experts on,
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反对专家的意见、
16:34
democratizing expertise,
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让专业知识走向平民化
16:36
rebellious strategies --
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接受不同的意见，
16:39
are strategies that I think
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我认为这些策略
16:41
would serve us all well to embrace
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能让我们游刃有余地
16:43
as we try to deal with the challenges
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应对当今这个迷乱、复杂
16:46
of these very confusing, complex,
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艰难的时代为我们
16:49
difficult times.
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带来的挑战。
16:51
For if we keep
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如果我们保持
16:53
our independent decision-making part
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大脑的决策功能
16:55
of our brains switched on,
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时时开启，
16:58
if we challenge experts, if we're skeptical,
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如果我们挑战专家，敢于质疑，
17:01
if we devolve authority,
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瓦解所谓权威，
17:03
if we are rebellious,
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如过我们能提出反对声音，
17:05
but also
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同时，
17:07
if we become much more comfortable
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如果我们能更加坦然接受
17:09
with nuance,
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所面对的差异、
17:11
uncertainty and doubt,
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不确定性和质疑，
17:14
and if we allow our experts
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如果我们也允许
17:17
to express themselves
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专家能够以这些方式
17:19
using those terms too,
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来阐释他们自己，
17:21
we will set ourselves up
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我们就能够更好的
17:23
much better
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武装自己，
17:25
for the challenges of the 21st century.
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应对21世纪的挑战。
17:29
For now, more than ever,
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现在比以往
17:32
is not the time
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更需要我们
17:34
to be blindly following,
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抛弃忙从、
17:36
blindly accepting,
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盲目接受
17:38
blindly trusting.
395
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盲目相信。
17:41
Now is the time to face the world
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现在正需要我们
17:44
with eyes wide open --
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睁大眼睛看世界--
17:47
yes, using experts
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当然也需要专家帮助
17:49
to help us figure things out, for sure --
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我们解决问题--
17:52
I don't want to completely do myself out of a job here --
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我还不想让自己彻底失业--
17:56
but being aware
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但是，要意识到
17:58
of their limitations
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专家的局限性
18:01
and, of course, also our own.
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还有我们自己的局限性。
18:05
Thank you.
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谢谢大家
18:07
(Applause)
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（掌声）
ABOUT THE SPEAKER
Noreena Hertz - EconomistNoreena Hertz looks at global culture -- financial and otherwise -- using an approach that combines traditional economic analysis with foreign policy trends, psychology, behavioural economics, anthropology, history and sociology.
Why you should listen
For more than two decades, Noreena Hertz’s economic predictions have been accurate and ahead of the curve. In her recent book The Silent Takeover, Hertz predicted that unregulated markets and massive financial institutions would have serious global consequences while her 2005 book IOU: The Debt Threat predicted the 2008 financial crisis.
An influential economist on the international stage, Hertz also played an influential role in the development of (RED), an innovative commercial model to raise money for people with AIDS in Africa, having inspired Bono (co-founder of the project) with her writings.
Her work is considered to provide a much needed blueprint for rethinking economics and corporate strategy. She is the Duisenberg Professor of Globalization, Sustainability and Finance based at Duisenberg School of Finance, RSM, Erasmus University and University of Cambridge. She is also a Fellow of University College London.
Noreena Hertz | Speaker | TED.com