TEDxPittsburgh
Daniel Schnitzer: Inventing is the easy part. Marketing takes work
Daniel Schnitzer: Inventing is the easy part
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Daniel Schnitzer knew that small-scale solar products (like solar-powered LED lightbulbs) could transform the lives of rural Haitians, but found that despite their value, they wouldn't simply sell themselves. At TEDxPittsburgh, he explains how health and energy solutions for the developing world are useless unless the market works too.
(Filmed at TEDxPittsburgh.)
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Double-click the English transcript below to play the video.
00:11
So, without romanticizing this too much:
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不要把这太浪漫化。
想象一下，每晚你用
煤油和蜡烛照亮屋子，
煤油和蜡烛照亮屋子，
00:14
imagine that you light your home
with kerosene and candles every night,
with kerosene and candles every night,
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然后用木炭生火，
00:18
and that you do all of your cooking
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准备一日三餐。
00:19
with charcoal.
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这就是世界上最贫困的二十亿人口
00:20
This is how the world's
two billion poorest people
two billion poorest people
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00:23
cook and light their homes every day.
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每天做饭和照明的方式。
这不仅不方便，
00:25
This isn't just inconvenient,
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而且低效，
00:27
this is inefficient,
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昂贵，
00:29
it's expensive,
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危害人类健康，损害环境，
00:30
it's harmful to human health,
harmful to the environment,
harmful to the environment,
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更无任何生产性可言。
00:33
and it's unproductive.
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这就是资源短缺。
00:34
And that's energy poverty.
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让我举几个例子。
00:36
So let me give you a couple of examples.
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我在海地工作，
00:38
I work in Haiti,
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在那儿差不多80%的人们
生活在资源短缺之中。
生活在资源短缺之中。
00:39
where about 80% of the population
lives in energy poverty.
lives in energy poverty.
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平均每户总收入的10%
00:43
The average household
spends 10% of its income
spends 10% of its income
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要花在煤油照明上——
00:47
on kerosene for lighting –
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这比例差不多是美国平均每户
00:49
that's an order of magnitude greater
than what the average US household spends
than what the average US household spends
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在电力照明上花费的十倍。
00:54
on electricity to light their homes.
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2008年海地的季节飓风造成了
00:57
The 2008 hurricane season in Haiti caused
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将近10亿美元的损失，
00:59
about one billion dollars in damage.
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是他们国民生产总值的六倍。
01:01
That was a sixth of their GDP.
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损失如此严重的原因
01:04
The damage was so severe
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是因为海地的
主要能源燃料——煤炭
主要能源燃料——煤炭
01:05
because the primary energy fuel
in Haiti is charcoal,
in Haiti is charcoal,
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是由树木制造的，
01:08
which is made from trees,
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这也导致这个国家的森林
几乎被采伐一空。
几乎被采伐一空。
01:10
and has left the country
almost completely deforested.
almost completely deforested.
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01:13
Without trees, the country can't absorb
heavy rains and massive flooding,
heavy rains and massive flooding,
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没有树木，这个国家就
无法承受暴雨和巨大的洪水，
无法承受暴雨和巨大的洪水，
便导致了如此严重的后果。
01:17
as a result.
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所以在工业化的世界中，
01:19
So in the industrialized world,
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为了从使用能源的外部效应中
保护自身，我们建造了高墙，
保护自身，我们建造了高墙，
01:20
we built walls that protect us
from the externalities of our energy use;
from the externalities of our energy use;
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我们能够清理急迫的环境灾害，
01:24
we can afford to clean up acute
environmental disasters;
environmental disasters;
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并且能够调理慢性环境疾病，
01:28
and we can also afford
to adapt to chronic conditions
to adapt to chronic conditions
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像气候变化。
01:31
like climate change.
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但海地做不到，
他们没有这个能力。
他们没有这个能力。
01:33
That's not the case for Haiti.
They can't afford this.
They can't afford this.
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他们唯一能把自己
从资源短缺中拯救出来的方法
从资源短缺中拯救出来的方法
01:36
The only way they're going to lift
themselves out of energy poverty
themselves out of energy poverty
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是使用更加高效的能源，
01:39
is by adapting fuels
that are more efficient,
that are more efficient,
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更省钱的，
01:42
that are less expensive,
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对人体健康，对环境更好的，
01:43
that are better for human health,
better for the environment
better for the environment
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并且更具有生产性的能源。
01:46
and that are more productive.
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所以就需要新能源和科技的存在，
01:48
So it turns out that those fuels
and technologies exist,
and technologies exist,
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这就是其中的一个例子。
01:50
and this is an example of that.
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这是个太阳能LED灯泡
01:52
This is a solar LED lightbulb
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我们在海地的乡下
以零售价10美元出售。
以零售价10美元出售。
01:55
that we sell for a retail price
of about 10 dollars in rural Haiti.
of about 10 dollars in rural Haiti.
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这价格对于平均的海地家庭来说，
02:00
That's a payback period
of less than three months
of less than three months
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可以在三个月之内回本。
02:03
for the average Haitian household.
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02:07
The prescriptions to solve energy poverty
seems pretty straightforward:
seems pretty straightforward:
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解决能源短缺的对策
似乎十分的简单：
似乎十分的简单：
你发明一些能取得
巨大投资回报的科技，
巨大投资回报的科技，
02:11
you develop these technologies
that have a great return on investment,
that have a great return on investment,
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人们就会把它们哄抢一空。
02:14
and people should be snatching them up.
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但事实并非如此。
02:16
But that's not the case.
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我第一次到海地是在2008年8月，
02:18
The first time I ever went down to Haiti
was in August of 2008,
was in August of 2008,
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02:21
sort of on a whim,
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因为一时兴起，
我在这个国家的南部乡村做田野考察，
02:22
and I was fielding surveys
in the rural south of the country
in the rural south of the country
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评估能源短缺程度。
02:25
to assess the extent of energy poverty.
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晚上我有时会在周围走走，
02:27
And at night, I would go around sometimes
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和街上的摊贩们闲聊，
02:30
and I would speak with the street vendors
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看看他们是否有兴趣
购买这些太阳能LED灯泡。
购买这些太阳能LED灯泡。
02:32
and see if they were interested
in buying these solar LED lamps.
in buying these solar LED lamps.
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我遇到一位拒绝购买的女子，
02:35
One woman who I encountered
turned down my offer,
turned down my offer,
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她说，“Mon chéri, c'est trop Cher,”
02:38
and she said, “Mon chéri,
c'est trop Cher,”
c'est trop Cher,”
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大概的意思是，
“亲爱的，这太贵了。”
“亲爱的，这太贵了。”
02:41
which basically means,
“My dear, it's too expensive.”
“My dear, it's too expensive.”
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但我试着向她解释，
02:43
But I tried to explain to her,
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“你看，这会帮你省一大笔钱。
02:45
“Look, this is going to save you
a lot of money,
a lot of money,
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而且它的照明功能
02:47
and it's going to give
you even better light
you even better light
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比你现在用的煤炭更好。”
02:49
than what you're using
now with the kerosene.”
now with the kerosene.”
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最后我还是没卖出去，
02:52
So I didn't make the sale,
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但是我学到了非常重要的一课，
02:53
but I did learn a really important lesson,
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那就是科技，产品本身，
02:55
which is that technology, products,
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并不能结束能源短缺的困境。
02:57
were not going to end energy poverty.
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必须要让它们走进人们的生活。
03:00
Instead, access was going to.
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具体来说，有两种方法
03:02
Specifically, there are
two types of access
two types of access
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能够终结资源短缺：
03:05
that are going to end energy poverty:
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一是物理方法，一是经济方法。
03:07
there's physical access,
and there's financial access.
and there's financial access.
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03:10
So, physical access --
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那么，物理方法
03:12
what does that mean?
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是什么意思呢？
对于发展中国家的
低收入家庭来说，
低收入家庭来说，
03:14
It's very expensive for low-income
households in developing countries
households in developing countries
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去往主要商业中心的交通费用很高。
03:18
to reach major centers of commerce.
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并且对他们来说，
在亚马逊上下单几乎是不可能的。
在亚马逊上下单几乎是不可能的。
03:20
And it's basically impossible for them
to order something off Amazon.com.
to order something off Amazon.com.
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“最后一英里”
03:24
“The last mile” is a phrase
that's normally associated
that's normally associated
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是个经常和通信工业
联系在一起的词。
联系在一起的词。
03:27
with the telecommunications industry.
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意思是最后一段连接
客户和提供者的线路
客户和提供者的线路
03:29
It means that last bit
of wire that's necessary
of wire that's necessary
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03:31
to connect the customer to the provider.
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是必不可少的。
所以要解决资源短缺，
我们需要“最后一公里”的零售商，
我们需要“最后一公里”的零售商，
03:33
What we need for ending energy poverty
are last-mile retailers
are last-mile retailers
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把这些清洁能源产品带给人们。
03:39
that bring these clean energy
products to the people.
products to the people.
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煤油和木炭的价值链已经说明：
03:42
The kerosene and charcoal value chains
already figured this out:
already figured this out:
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这些燃料在整个国家中十分普遍。
03:45
those fuels are ubiquitous
across the entire country.
across the entire country.
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你可以去海地最偏远的村庄，
03:48
You can go to the most remote
village in Haiti
village in Haiti
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会发现就算是这里
也会有人在卖煤油和木炭。
也会有人在卖煤油和木炭。
03:51
and you will find somebody
selling kerosene and charcoal.
selling kerosene and charcoal.
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那么另一个实现目的的
方法就是：经济资助。
方法就是：经济资助。
03:54
So the other type of access: financial.
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我们都知道清洁能源产品，科技，
03:57
We all know that clean energy
products, technologies,
products, technologies,
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一般前期投入成本都比较高，
04:01
tend to be characterized
by higher upfront costs,
by higher upfront costs,
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但是运作成本非常低。
04:03
but very low operating costs.
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在工业化的世界里，
04:05
And so in the industrialized world,
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我们有着十分慷慨的补助
可以有针对性地
可以有针对性地
04:07
we have very generous subsidies
that are specifically designed
that are specifically designed
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降低那些前期成本。
04:10
to bring down those upfront costs.
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海地却没有这些补助。
04:12
Those subsidies don't exist in Haiti.
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他们有的只是小额贷款。
04:14
What they do have is microfinance.
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但如果期望海地人会出门去贷款，
04:17
But you're going to severely diminish
the value proposition
the value proposition
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再回来找零售商，
04:20
of your clean energy product
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然后再购买清洁能源产品的话，
04:21
if you expect somebody in Haiti
to go out, get a microloan,
to go out, get a microloan,
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就会严重地降低
04:25
go back to the retailer,
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清洁能源产品的价值定位。
04:26
and then buy the clean energy product.
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04:29
So the prescription to end energy poverty
is much more complicated
is much more complicated
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所以解决能源短缺的对策
比产品本身更加复杂。
04:33
than simply products.
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我们需要把资助的方法直接整合成
04:35
We need to integrate financial access
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首创的、革新的分配模型。
04:38
directly into new, innovative
distribution models.
distribution models.
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这是什么意思呢？
04:42
What does that mean?
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即将零售商与消费信贷绑定
（卖家替买家贷款，买家只需按期还款）
（卖家替买家贷款，买家只需按期还款）
04:43
That means bundling consumer credit
with the retailer.
with the retailer.
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这对于Bloomingdale百货公司
（美国知名百货公司）来说很简单，
（美国知名百货公司）来说很简单，
04:46
This is really easy
for Bloomingdale’s to do,
for Bloomingdale’s to do,
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但对于海地的乡下
代理销售商来说却不简单。
代理销售商来说却不简单。
04:49
but it's not so easy for a rural
sales agent in Haiti to do.
sales agent in Haiti to do.
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我们需要改变现金流的方向，
04:53
We need to redirect cash flows
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从现在散布在美国的
海地人的现金流中
海地人的现金流中
04:56
that are going now
from the diaspora in the United States
from the diaspora in the United States
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通过西部联合电报公司
直接把现金汇款
直接把现金汇款
04:59
through Western Union
wire transfers in cash
wire transfers in cash
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转变为清洁能源产品，
05:02
directly into clean energy products
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最后通过递送或自行取货，到达
他们在海地的朋友们或家人的手中。
他们在海地的朋友们或家人的手中。
05:04
that can be delivered to or picked up by
their friends or family in Haiti.
their friends or family in Haiti.
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所以下次当你听到
一项新技术或产品
一项新技术或产品
05:08
So the next time you hear
about a technology or product
about a technology or product
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将会改变世界时，
05:11
that's going to change the world,
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保持一点怀疑。
05:13
be a little bit skeptical.
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赛格威（电动代步车）的
发明者Dean Kamen，
发明者Dean Kamen，
05:14
The inventor Dean Kamen,
the guy who invented the Segway,
the guy who invented the Segway,
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一个任何意义上的天才，
05:18
a genius by any standards,
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曾经说过，他的工作是简单的，
发明东西是简单的，
发明东西是简单的，
05:19
once said that his job is easy,
inventing things is easy,
inventing things is easy,
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难的部分是技术的传播 ——
05:25
the hard part is the technology
dissemination --
dissemination --
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是把那些科技和产品
05:28
it's getting those
technologies and products
technologies and products
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传递到最需要它们的人手中。
05:30
to the people who need it most.
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谢谢。
05:32
Thank you.
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（掌声）
05:33
(Applause)
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ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark InternationalDaniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.
Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speakerDaniel Schnitzer | Speaker | TED.com