TEDGlobal 2012
Rachel Botsman: The currency of the new economy is trust
Rachel Botsman: 新型经济的货币是信用
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在协作消费爆炸的时代--凭网络的力量分享汽车，公寓，技术。Rachel Botsman探索让像Airbnb及Taskrabbit这类系统运作的货币：信用，影响力，以及她所说的“名声值”。
Rachel Botsman - Trust researcher
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Double-click the English transcript below to play the video.
00:16
So if someone asked you
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如果有人请你
00:17
for the three words that would sum up
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用三个词来概括你的名声，
00:20
your reputation, what would you say?
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你会选用哪三个？
00:24
How would people describe your judgment,
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别人会怎样去评价你在不同情况下
00:27
your knowledge, your behaviors, in different situations?
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所展现出的判断力，知识，和行为？
00:30
Today I'd like to explore with you
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今天我想和大家一起探讨，
00:33
why the answer to this question
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为什么这个问题的答案
00:34
will become profoundly important
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在当今具有深远的意义。
00:36
in an age where reputation will be your most valuable asset.
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在当今社会，名誉是人们最宝贵的资产。
00:41
I'd like to start by introducing you to someone
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首先，我想给大家介绍一个人。
00:44
whose life has been changed by a marketplace
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他的人生曾被一个特别的市场改变。
00:47
fueled by reputation.
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这个市场是由名声推动的。
00:49
Sebastian Sandys has been a bed and breakfast host
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从2008年开始，Sebastian Sandys在网站Airbnb上面
00:52
on Airbnb since 2008.
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作为一个住家向游客提供早餐和住宿。
00:55
I caught up with him recently, where, over the course
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在我们最近的交谈中，
00:58
of several cups of tea, he told me how
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一起喝了几杯茶之后，他告诉我
01:01
hosting guests from all over the world
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招待来自世界各地的客人
01:03
has enriched his life.
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大大丰富了他的生活。
01:05
More than 50 people have come to stay in the 18th-century
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他和他名叫Squeak的猫住在一个18 世纪哨所模样的房子里。
01:08
watchhouse he lives in with his cat, Squeak.
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曾有50 多个人在那里借宿。
01:11
Now, I mention Squeak because Sebastian's first guest
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我刚刚提到Squeak，是因为Sebastian的第一个客人
01:15
happened to see a rather large mouse run across the kitchen,
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在他家看见了一只硕大的老鼠跑过厨房。
01:19
and she promised that she would refrain from leaving
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她对Sebastian说，她会在Airbnb网站上给这个房子差评，
01:22
a bad review on one condition: he got a cat.
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除非他选择养只猫。
01:25
And so Sebastian bought Squeak to protect his reputation.
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所以为了保护他的名声，Sebastian买来了Squeak。
01:29
Now, as many of you know, Airbnb is a peer-to-peer
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我想你们许多人知道Airbnb，它是个人对个人的房屋租赁平台，
01:33
marketplace that matches people who have space to rent
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有多余空间的房主发布自己的房屋信息，
01:37
with people who are looking for a place to stay
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有需要的人可在上面预订。
01:39
in over 192 countries.
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Airbnb用户遍布了超过192 个国家。
01:42
The places being rented out are things that you might
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出租的房间种类有普通的
01:45
expect, like spare rooms and holiday homes,
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多余房间和度假屋，
01:48
but part of the magic is the unique places
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也有各种奇妙类型的房屋，
01:50
that you can now access: treehouses, teepees,
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比如树屋，圆锥形帐篷，
01:54
airplane hangars, igloos.
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飞机机库，雪屋等等。
01:56
If you don't like the hotel, there's a castle down the road
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如果你不喜欢住酒店，
02:00
that you can rent for 5,000 dollars a night.
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你可以住在5000美元一晚的城堡里。
02:02
It's a fantastic example of how technology
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Airbnb这个例子说明
02:06
is creating a market
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科技正在那些我们未曾想到的
02:08
for things that never had a marketplace before.
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领域上创造出崭新的市场。
02:10
Now let me show you these heat maps of Paris
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现在请大家看这些巴黎的热点地图，
02:13
to see how insanely fast it's growing.
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这里你可以看到这个市场是如何疯狂增长的。
02:16
This image here is from 2008.
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这幅图片是从 2008 年开始的。
02:18
The pink dots represent host properties.
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粉色点表示可以租赁的房屋。
02:22
Even four years ago, letting strangers stay in your home
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甚至仅四年以前，让陌生人留宿在你的家理
02:26
seemed like a crazy idea.
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看上去就像一个疯狂的想法。
02:29
Now the same view in 2010.
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现在，是在 2010 年的同一视图。
02:31
And now, 2012.
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和现在，2012 年。
02:34
There is an Airbnb host on almost every main street in Paris.
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在巴黎几乎每个主要的街道上有 一个Airbnb 住家。
02:39
Now, what's happening here is people are realizing
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现在正在发生的，即是人们正在认识到
02:43
the power of technology to unlock the idling capacity
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技术的力量可以让闲置的空间得以利用，
02:48
and value of all kinds of assets,
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让各种类型的的资产价值得以体现：
02:51
from skills to spaces to material possessions,
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从技能，到空间，到物质财产，
02:54
in ways and on a scale never possible before.
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以前所未有的方式和规模。
02:58
It's an economy and culture called collaborative consumption,
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它是一个被称为协作消费的经济和文化现象，
03:01
and, through it, people like Sebastian
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并且，通过它，像Sebastian一样的人们
03:04
are becoming micro-entrepreneurs.
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正在成为微型企业家。
03:06
They're empowered to make money and save money
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他们从所拥有的资产里
03:08
from their existing assets.
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挖掘出了创造财富的方法。
03:11
But the real magic and the secret source behind
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但在背后真正支撑像Airbnb这样的
03:14
collaborative consumption marketplaces like Airbnb
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协作消费市场的
03:16
isn't the inventory or the money.
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不是库存或钱。
03:19
It's using the power of technology to build trust
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是利用技术的力量建立陌生人
03:23
between strangers.
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之间的信任。
03:24
This side of Airbnb really hit home to Sebastian last summer
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Airbnb的这一特点在去年夏天伦敦暴乱时，
03:28
during the London riots.
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真正影响到了Sebastian。
03:29
He woke up around 9, and he checked his email
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他大约在九点醒来，然后查看了电子邮箱，
03:32
and he saw a bunch of messages all asking him
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接着他看到了许多信息都来确认他
03:35
if he was okay.
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是否安然无事。
03:36
Former guests from around the world had seen that
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他曾经来自世界各地的客人知道了
03:38
the riots were happening just down the street, and wanted
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距离他家很近的暴乱，于是都来
03:41
to check if he needed anything.
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问他需要什么帮助。
03:43
Sebastian actually said to me, he said, "Thirteen former guests
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Sebastian其实对我说，他说，"在十三个客人
03:46
contacted me before my own mother rang." (Laughter)
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与我联系之后我母亲才打来电话。"（笑声）
03:50
Now, this little anecdote gets to the heart of why
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现在，这段小插曲联系到了我真正为何
03:55
I'm really passionate about collaborative consumption,
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对协作消费有巨大热情的原因了。
03:57
and why, after I finished my book, I decided
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并且联系到为什么，当我我完成了我的书之后，我决定
04:00
I'm going to try and spread this into a global movement.
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我要试着推广这一全球运动。
04:04
Because at its core, it's about empowerment.
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因为这种协作消费的核心，是关于力量的赋予。
04:07
It's about empowering people to make meaningful connections,
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它赋予人们力量来进行有意义的互动与联系，
04:11
connections that are enabling us to rediscover
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这些联系能让我们能够重新找回
04:14
a humanness that we've lost somewhere along the way,
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一种我们在发展道路上已经遗失的人性，
04:18
by engaging in marketplaces like Airbnb, like Kickstarter,
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通过像 Airbnb，Kickstarter，Etsy
04:22
like Etsy, that are built on personal relationships
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这样的建立在个人关系上的市场
04:25
versus empty transactions.
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而不是那些空洞的网络交易。
04:28
Now the irony is that these ideas are actually taking us back
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现在具有讽刺意味的是，这些创意实际上正在带我们回归到
04:32
to old market principles and collaborative behaviors
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旧市场原则和协作行为里去，这些
04:35
that are hard-wired in all of us.
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在我们所有人的习惯里根深蒂固的原则与行为。
04:37
They're just being reinvented in ways that are relevant
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他们都只是以不同方式被重新塑造了，跟上
04:39
for the Facebook age.
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这个社交网络的年代。
04:41
We're literally beginning to realize that we have wired
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我们确实开始意识到我们用网络连接了
04:45
our world to share, swap, rent, barter or trade
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我们的世界来共享、 交换、 租赁、 易货或贸易
04:49
just about anything. We're sharing our cars on WhipCar,
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几乎所有东西。我们在 WhipCar上分享我们的汽车，
04:53
our bikes on Spinlister, our offices on Loosecubes,
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我们在 Spinlister上分享自行车，在Loosecubes上分享办公室
04:56
our gardens on Landshare. We're lending and borrowing
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在 Landshare 上分享我们的花园。我们通过Zopa和Lending Club
04:59
money from strangers on Zopa and Lending Club.
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从陌生人那里借钱，或是把自己的钱借给他们。
05:02
We are trading lessons on everything from sushi-making
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我们用Skillshare来分享一切经验，从如何做寿司，
05:04
to coding on Skillshare,
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到怎样写编码，
05:06
and we're even sharing our pets on DogVacay.
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我们甚至在 DogVacay 上分享宠物。
05:10
Now welcome to the wonderful world of collaborative consumption
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现在，欢迎你来到协作消费的精彩世界
05:14
that's enabling us to match wants with haves
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这使我们能够将供与求
05:17
in more democratic ways.
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以更民主的方式匹配起来。
05:19
Now, collaborative consumption is creating the start
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现在，协作消费正在开始
05:23
of a transformation in the way we think about supply and demand,
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改变我们看待供求关系的方式，
05:26
but it's also a part of a massive value shift underway,
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但它也造成价值观地重大改变，
05:30
where instead of consuming to keep up with the Joneses,
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与消费攀比心理不同的是，
05:33
people are consuming to get to know the Joneses.
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人们正在通过消费来了解与自己相似的人群。
05:37
But the key reason why it's taking off now so fast
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但如此快速发展的关键原因在于
05:41
is because every new advancement of technology
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科技的每次新进展
05:44
increases the efficiency and the social glue of trust
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都提高了效率和社会信任度
05:48
to make sharing easier and easier.
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使共享变得更容易、 更方便。
05:52
Now, I've looked at thousands of these marketplaces,
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我分析过成千个这样的市场，
05:55
and trust and efficiency are always the critical ingredients.
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信任度和效率始终是两个最重要的因素。
05:59
Let me give you an example.
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让我举一个例子。
06:01
Meet 46-year-old Chris Mok, who has, I bet,
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认识一下Chris Mok，他今年 46 岁了，
06:06
the best job title here of SuperRabbit.
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我敢打赌他有着SuperRabbit 里最好的职称。
06:09
Now, four years ago, Chris lost his job, unfortunately,
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四年前，Chris丢了工作，不幸的是，
06:14
as an art buyer at Macy's, and like so many people,
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作为一个在梅西百货的艺术品买家，和许多人一样，
06:17
he struggled to find a new one during the recession.
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他在这个经济衰退期间艰难地寻找新的工作。
06:20
And then he happened to stumble across a post about
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然后他碰巧偶然发现一个TaskRabbit发布的
06:23
TaskRabbit.
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招聘信息。
06:25
Now, the story behind TaskRabbit starts like so many
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TaskRabbit 背后的故事，与许多精彩的故事一样开始，
06:28
great stories with a very cute dog by the name of Kobe.
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它和一只很可爱的名为Kobe的狗有关。
06:32
Now what happened was, in February 2008,
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故事发生在2008年2月，
06:36
Leah and her husband were waiting for a cab to take them
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Leah和她的丈夫在等出租车准备外出就餐，
06:38
out for dinner, when Kobe came trotting up to them
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那时候Kobe一阵小跑到他们面前，
06:42
and he was salivating with saliva.
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还流着口水。
06:44
They realized they'd run out of dog food.
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他们意识到狗粮快吃完了，
06:47
Kevin had to cancel the cab and trudge out in the snow.
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Kevin不得不取消了出租车服务，开始在雪地里跋涉。
06:50
Now, later that evening, the two self-confessed tech geeks
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后来那天晚上，两个自称科技爱好者
06:53
starting talking about how cool it would be if some kind of
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开始谈论它将是如何酷，如果存在一种像eBay一样的东西
06:57
eBay for errands existed.
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来帮人做些杂活儿。
06:59
Six months later, Leah quit her job,
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六个月后，Leah辞去了工作，
07:02
and TaskRabbit was born.
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然后TaskRabbit平台诞生了。
07:04
At the time, she didn't realize that she was actually hitting
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当时，她并没有意识到她其实开创了一个
07:08
on a bigger idea she later called service networking.
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更大的平台，她之后命名其为服务网络。
07:13
It's essentially about how we use our online relationships
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它的本质是如何使用我们的网络关系
07:16
to get things done in the real world.
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来完成现实中的工作。
07:20
Now the way TaskRabbit works is, people outsource
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现在 TaskRabbit 的工作方式是，人们将他们
07:22
the tasks that they want doing, name the price
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他们想做的事外包给他人，标出自己愿意付的价格，
07:25
they're willing to pay, and then vetted Rabbits
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然后审批“Rabbits”（来完成任务的人）
07:28
bid to run the errand.
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来完成他们想要做的事。
07:29
Yes, there's actually a four-stage, rigorous interview process
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一个总共四阶段的严格的面试被设计了出来，
07:34
that's designed to find the people that would make
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用以来找到可以成为非常优秀的个人助理的人，
07:35
great personal assistants and weed out the dodgy Rabbits.
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并淘汰那些不可靠的“Rabbits”。
07:39
Now, there's over 4,000 Rabbits across the United States
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现在，全美国有超过 4,000 位“Rabbits”，
07:44
and 5,000 more on the waiting list.
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还有 5000以上的人在等候名单里。
07:47
Now the tasks being posted are things that you might
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现在正在发布的任务都是你会想到的，
07:50
expect, like help with household chores
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包括做家务，
07:53
or doing some supermarket runs.
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或者去超市买点东西。
07:55
I actually learned the other day that 12 and a half thousand
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我后来发现大概有12,500笔脏衣服
07:58
loads of laundry have been cleaned and folded
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通过TaskRabbit
08:01
through TaskRabbit.
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已被清理和折好了。
08:03
But I love that the number one task posted,
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不过我最喜欢的是，有一个每天
08:07
over a hundred times a day, is something that many of us
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被张贴超过一百次的任务，是我们很多人
08:10
have felt the pain of doing:
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都觉得做起来很痛苦的事：
08:13
yes, assembling Ikea furniture. (Laughter) (Applause)
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是的，就是组装宜家家具。（笑声）（掌声）
08:19
It's brilliant. Now, we may laugh, but Chris here
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这真是太有创意了。现在，我们或许觉得好笑，但Chris在这里
08:23
is actually making up to 5,000 dollars a month
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实际上每月工资达到了5000 美元
08:25
running errands around his life.
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纯粹通过帮他周围的人完成这些杂事儿。
08:28
And 70 percent of this new labor force
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70 %这样的新劳动力
08:32
were previously unemployed or underemployed.
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曾经失业或者是就业不足的。
08:35
I think TaskRabbit and other examples of collaborative consumption
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我认为 TaskRabbit 和协作消费的其他例子
08:39
are like lemonade stands on steroids. They're just brilliant.
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真的是妙不可言。
08:42
Now, when you think about it, it's amazing, right,
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现在，当你想想，多么神奇
08:46
that over the past 20 years, we've evolved
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在过去的 20 年中，我们已经发展到
08:49
from trusting people online to share information
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从信任人们在线共享信息
08:53
to trusting to handing over our credit card information,
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到把我们的信用卡信息交出来
08:56
and now we're entering the third trust wave:
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我们现在进入第三个信任潮流：
08:59
connecting trustworthy strangers to create all kinds
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连接可信赖的陌生人来创建所有类型
09:03
of people-powered marketplaces.
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人为动力的市场。
09:05
I actually came across this fascinating study
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我碰巧看到这个很棒的研究
09:07
by the Pew Center this week that revealed
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皮尤研究中心本周公布的
09:09
that an active Facebook user is three times as likely
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活跃的 Facebook 用户
09:13
as a non-Internet user to believe that most people are trustworthy.
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较非互联网用户有高出2倍的几率认为人是值得信赖的。
09:18
Virtual trust will transform the way we trust one another
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网络信任将改变我们
09:22
face to face.
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面对面信任彼此的方式。
09:24
Now, with all of my optimism, and I am an optimist,
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现在，我乐观的同时，我可是个乐观主义者，
09:27
comes a healthy dose of caution, or rather, an urgent need
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也有一份恰如其量的谨慎，或者，也有迫切需求
09:31
to address some pressing, complex questions.
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去解决一些紧迫的、 复杂的问题。
09:35
How to ensure our digital identities reflect our
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如何确保我们的数码身份反映我们
09:38
real world identities? Do we want them to be the same?
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真实世界的身份？我们希望两者一致吗？
09:41
How do we mimic the way trust is built face-to-face online?
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我们如何在线模仿面对面建立信任？
09:45
How do we stop people who've behaved badly
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我们如何让那些在某社区有不良表现的人们
09:47
in one community doing so under a different guise?
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不会在不同的幌子下做同样的事？
09:51
In a similar way that companies often use some kind of
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企业往往以类似的方式使用一些
09:54
credit rating to decide whether to give you a mobile plan,
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信用评级来决定是否给你一个手机计划，
09:57
or the rate of a mortgage, marketplaces that depend
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或按揭评级，那些取决于
10:00
on transactions between relative strangers
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陌生人之间交易的市场
10:03
need some kind of device to let you know that Sebastian
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需要某种设备，让你知道，Sebastian
10:06
and Chris are good eggs,
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和Chris是值得信赖的，
10:08
and that device is reputation.
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那个设备就是名声。
10:11
Reputation is the measurement of how much a community trusts you.
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信誉测量社会信任你的程度。
10:16
Let's just take a look at Chris.
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让我们只需看看Chris。
10:18
You can see that over 200 people have given him
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您可以看到 200 多人给予他
10:21
an average rating over 4.99 out of 5.
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5分满分的评分里平均分超过4.99。
10:24
There are over 20 pages of reviews of his work
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关于他的工作评价有超过20页
10:26
describing him as super-friendly and fast,
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形容他超级有好和快速，
10:29
and he's reached level 25, the highest level,
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他已达到的水平最高级别，25
10:32
making him a SuperRabbit.
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使他成为 SuperRabbit（超级兔子）。
10:34
Now — (Laughter) -- I love that word, SuperRabbit.
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现在 — — （笑声）--我爱这个词，SuperRabbit（超级兔子）。
10:37
And interestingly, what Chris has noted is that as his reputation
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有趣的是，Chris已经注意到是，随着他的名声
10:41
has gone up, so has his chances of winning a bid
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上升，他的中标几率也
10:44
and how much he can charge.
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以及他的收费随之上升。
10:46
In other words, for SuperRabbits, reputation
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换句话说，对于 SuperRabbits（超级兔子），名声
10:49
has a real world value.
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具有现实世界中的价值。
10:51
Now, I know what you might be thinking.
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现在，我知道你可能会想。
10:53
Well, this isn't anything new. Just think of power sellers
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嗯，这不是什么新鲜事。只要想想那些
10:55
on eBay or star ratings on Amazon.
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在eBay上的出色卖家或亚马逊网站的星评级。
10:59
The difference today is that, with every trade we make,
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今天，两者区别在于，我们做的每次贸易
11:02
comment we leave, person we flag, badge we earn,
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我们留下的每个评论，我们标识的人，我们获得的徽章，
11:06
we leave a reputation trail
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我们留下的名声的踪迹
11:08
of how well we can and can't be trusted.
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知道我们可以如何被人和不被人信任。
11:11
And it's not just the breadth but the volume
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而却这不只是广度，
11:14
of reputation data out there that is staggering.
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名声数据数量正令人震惊。
11:16
Just consider this: Five million nights have been booked
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想想这个：在过去仅六个月 Airbnb
11:20
on Airbnb in the past six months alone.
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房间被订500万次
11:23
30 million rides have been shared on Carpooling.com.
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Carpooling.com 上分享了 3000 万次游乐项目。
11:27
This year, two billion dollars worth of loans
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今年价值 20 亿美金的贷款
11:29
will go through peer-to-peer lending platforms.
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将通过对等贷款平台完成。
11:32
This adds up to millions of pieces of reputation data
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名声数据将增加数以百万条
11:36
on how well we behave or misbehave.
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记录我们表现的好坏
11:39
Now, capturing and correlating the trails of information
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捕获及联系我们在不同地方留下的信息痕迹
11:43
that we leave in different places is a massive challenge,
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这是一个巨大的挑战，
11:46
but one we're being asked to figure out.
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但我们必须把它弄明白。
11:49
What the likes of Sebastian are starting to rightfully ask
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像Sebastian这样的名声良好的人，
11:52
is, shouldn't they own their reputation data?
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他们不是应该拥有自己的名声数据吗？
11:55
Shouldn't the reputation that he's personally invested
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难道他个人在airbnb上建立的名声
11:58
on building on Airbnb mean that it should travel with him
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不是该跟随着他
12:01
from one community to another?
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从一个社区到另一个社区吗？
12:03
What I mean by this is, say he started selling second-hand
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我的意思是，比方说他开始在亚马逊网站上卖二手书，
12:06
books on Amazon. Why should he have to start from scratch?
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为什么他要从头开始？
12:10
It's a bit like when I moved from New York to Sydney.
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这有点像我从纽约搬到悉尼。
12:14
It was ridiculous. I couldn't get a mobile phone plan
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这很可笑。我不能办移动电话计划的原因
12:17
because my credit history didn't travel with me.
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是因为我的信用记录没有跟随着我一起搬迁。
12:21
I was essentially a ghost in the system.
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我本质上不存在他们的体系中。
12:24
Now I'm not suggesting that the next stage
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我不是在建议下个阶段的
12:27
of the reputation economy is about
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名声经济因该增加多项评级
12:28
adding up multiple ratings into some kind of empty score.
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增加某种空洞的评分。
12:33
People's lives are too complex, and who wants to do that?
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人们的生活够复杂了，谁还想那么做？
12:36
I also want to be clear that this isn't about adding up
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我也想说明白这不是说
12:39
tweets and likes and friends in a clout-like fashion.
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要一下子增加贴文，赞和好友。
12:42
Those guys are measuring influence, not behaviors
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这些东西反映的是影响力，不是
12:46
that indicate our trustworthiness.
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显示我们值得信赖的行为。
12:47
But the most important thing that we have to keep in mind
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但我们要记住最重要的是
12:51
is that reputation is largely contextual.
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名声具有巨大的情景性。
12:55
Just because Sebastian is a wonderful host
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只是因为Sebastian是个很棒的房东，
12:58
does not mean that he can assemble Ikea furniture.
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不表示他能组合宜家家私。
13:02
The big challenge is figuring out what data
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弄清楚什么数据是合理的是个大挑战
13:05
makes sense to pull, because the future's
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因为未来的发展
13:08
going to be driven by a smart aggregation of reputation,
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细小的名声数据叠加推动的，
13:11
not a single algorithm.
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不是一个简单的数据。
13:14
It's only a matter of time before we'll be able to perform
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这只是个时间问题，我们可以在未来运行
13:18
a Facebook- or Google-like search
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像Facebook或谷歌这种搜索
13:20
and see a complete picture of someone's behaviors
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看到某个人在不同情景下的
13:23
in different contexts over time.
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总体表现。
13:26
I envision a realtime stream of who has trusted you,
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我预想会有实时的信息流看到谁信任过你，
13:30
when, where and why, your reliability on TaskRabbit,
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时间，地点，原因，你在TaskRabbit上的可靠度，
13:34
your cleanliness as a guest on Airbnb,
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你在Airbnb上作为旅客的整洁度，
13:36
the knowledge that you display on Quora or [unclear],
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你在Quora上展示过的信息，或其他，
13:39
they'll all live together in one place,
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这些信息都会聚集起来
13:42
and this will live in some kind of reputation dashboard
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会出现在某种名声信息图里
13:45
that will paint a picture of your reputation capital.
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能够描绘出你的名声值。
13:50
Now this is a concept that I'm currently researching
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这是我现在正在研究的概念，
13:53
and writing my next book on, and currently define
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我也就此正在写下一本书，现在想把它定义为
13:55
as the worth of your reputation, your intentions,
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你的名声，你的意图，
13:59
capabilities and values across communities and marketplaces.
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能力和价值观的价值，他们跨越社区和市场。
14:03
This isn't some far-off frontier.
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这不是什么不可到达的领域。
14:06
There are actually a wave of startups like Connect.Me
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事实上有一股新兴公司的浪潮像Connect.Me
14:09
and Legit and TrustCloud that are figuring out how
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Legit和TrustCloud正在寻求
14:13
you can aggregate, monitor and use your online reputation.
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你如何聚集，监管，使用你的在线名声。
14:18
Now, I realize that this concept may sound a little
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我想这个概念听起来有点像
14:22
Big Brother to some of you, and yes, there are some
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“老大哥”（某个24小时直播真人秀），是的，
14:25
enormous transparency and privacy issues to solve,
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这里面有很多透明度和隐私的问题要解决，
14:28
but ultimately, if we can collect our personal reputation,
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但最终，如果我们可以收集个人名声信息，
14:32
we can actually control it more, and extract
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我们就更能控制它，提取
14:35
the immense value that will flow from it.
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随之流动的巨大价值。
14:38
Also, more so than our credit history,
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而且，远不止是我们的信用记录，
14:41
we can actually shape our reputation.
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我们可以塑造我们的名声。
14:43
Just think of Sebastian
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看看Sebastian,
14:45
and how he bought the cat to influence his.
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他买了只猫这件事对他名声的影响之大。
14:48
Now privacy issues aside, the other really interesting issue
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先把隐私问题放一边，我正在研究的另一个非常有趣的问题是
14:52
I'm looking at is how do we empower digital ghosts,
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我们如何授权那些数码幽灵？
14:55
people [who] for whatever reason, are not active online,
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也就是那些不管什么原因，在线不活跃的人们，
14:58
but are some of the most trustworthy people in the world?
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但他们中有的却是世界上最值得信赖的人。
15:01
How do we take their contributions to their jobs,
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我们如何把他们各方面的贡献，工作中的，
15:04
their communities and their families,
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社区里的，家庭里的
15:06
and convert that value into reputation capital?
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如何把那些价值转化为名声值？
15:10
Ultimately, when we get it right, reputation capital
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最终，当我们做到的时候，名声值
15:14
could create a massive positive disruption
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会产生巨大的正向力
15:17
in who has power, trust and influence.
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影响那些有权力，信任度和影响力的人。
15:21
A three-digit score, your traditional credit history,
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一个三位数的分数，你的传统信用记录，
15:24
that only 30 percent of us actually know what it is,
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我们只有30%的人真正知道那是什么，
15:27
will no longer be the determining factor
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不会再是一个关键的因素
15:30
in how much things cost, what we can access,
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来决定东西的价格，我们可以获取什么，
15:33
and, in many instances, limit what we can do in the world.
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及决定其他事情，限制我们可以在世界上所做的事。
15:36
Indeed, reputation is a currency that I believe will become
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确实，我相信名声是一种货币
15:41
more powerful than our credit history in the 21st century.
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在21是世纪将变得比我们的信用记录更有力量的货币。
15:46
Reputation will be the currency that says
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名声是这么一种货币，显示
15:49
that you can trust me.
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你可以信任我。
15:51
Now the interesting thing is, reputation
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有趣的是，名声
15:54
is the socioeconomic lubricant
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是一种社会经济润滑剂，
15:56
that makes collaborative consumption work and scale,
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让协作消费运作并规模化，
16:01
but the sources it will be generated from,
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但由此对名声的需求
16:03
and its applications, are far bigger than this space alone.
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及名声的应用，远比它本身大得多。
16:07
Let me give you one example from the world of recruiting,
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让我讲一个关于招聘的例子，
16:10
where reputation data will make the résumé seem
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名声数据会让简历看起来像
16:14
like an archaic relic of the past.
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过去的古迹一样。
16:18
Four years ago, tech bloggers and entrepreneurs
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四年前，技术博客主及企业家
16:22
Joel Spolsky and Jeff Atwood, decided to start something
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Joel Spolsky和Jeff Atwood决定开创
16:27
called Stack Overflow.
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Stack Overflow。
16:30
Now, Stack Overflow is basically a platform where
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Stack Overflow基本上是一个平台，
16:33
experienced programmers can ask
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经验丰富的程序员可以向
16:36
other good programmers highly detailed technical questions
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其他优秀的程序员请教高度具体的技术性问题，
16:40
on things like tiny pixels and chrome extensions.
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比如微小像数和chrome扩展程序。
16:44
This site receives five and a half thousand questions a day,
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这个网站每天接收五千五百条问题，
16:48
and 80 percent of these receive accurate answers.
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八成问题都得到正确答案。
16:52
Now users earn reputation in a whole range of ways,
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现在用户们在其各自的领域都获得名声，
16:55
but it's basically by convincing their peers
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但基本上只说服了他们的同伴，
16:58
they know what they're talking about.
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因为他们才知道彼此谈论的是什么。
17:00
Now a few months after this site launched, the founders
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就在创办这个网站的几个月后，创办人
17:03
heard about something interesting,
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听说了有趣的事，
17:05
and it actually didn't surprise them.
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倒没有在他们意料之外。
17:07
What they heard was that users were putting
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他们听到的是，用户们
17:10
their reputation scores on the top of their résumés,
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在履历的最上方标出他们的名声评分，
17:14
and that recruiters were searching the platform
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招聘人员在平台上搜索
17:17
to find people with unique talents.
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找到各种独特的人才。
17:19
Now thousands of programmers today are finding
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现在数千名程序员
17:22
better jobs this way, because Stack Overflow
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通过这样的方式找到更好的工作，因为Stack Overflow
17:25
and the reputation dashboards provide a priceless window
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和名声信息图，开启了一扇无价之窗
17:28
into how someone really behaves,
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展现人们的真实表现，
17:31
and what their peers think of them.
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以及同伴对他们的想法。
17:33
But the bigger principle of what's happening behind Stack Overflow,
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但Stack Overflow这个故事背后的更重要的原理，
17:36
I think, is incredibly exciting.
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在我看来是非常振奋人心的。
17:38
People are starting to realize that the reputation
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人们开始意识到，
17:42
they generate in one place has value
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他们在一个地方积累的名声，
17:45
beyond the environments from which it was built.
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在其他的情境也有其价值。
17:48
You know, it's very interesting.
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这是非常有趣的。
17:50
When you talk to super-users, whether that's SuperRabbits
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当你和那些超级用户谈话，不管是SuperRabbits
17:53
or super-people on Stack Overflow, or Uberhosts,
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或Stack Overflow,或Uberhosts的超级用户，
17:57
they all talk about how having a high reputation
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他们都会谈到，拥有高名声
18:00
unlocks a sense of their own power.
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让他们意识到自身的力量。
18:04
On Stack Overflow, it creates a level playing field,
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Stack Overflow创造了一个平台，
18:07
enabling the people with the real talent to rise to the top.
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让真正有才能的人脱颖而出。
18:10
On Airbnb, the people often become more important
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Airbnb上，人与人之间的互动，
18:13
than the spaces. On TaskRabbit,
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比房子更重要。TaskRabbit，
18:15
it gives people control of their economic activity.
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让人们掌控自己的经济活动。
18:19
Now at the end of my tea with Sebastian, he told me how,
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回到我和Sebastian的茶会，他告诉我
18:22
on a bad, rainy day, when he hasn't had a customer
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在一个忧郁的雨天，他的书店没有一个顾客的时候，
18:25
in his bookstore, he thinks of all the people around
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他会想起世界各地的人们
18:29
the world who've said something wonderful about him,
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那些称赞过他的人们，
18:32
and what that says about him as a person.
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从他们的话语可以看出他的为人。
18:34
He's turning 50 this year, and he's convinced
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他今年就要五十岁了，他也意识到
18:38
that the rich tapestry of reputation he's built on Airbnb
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他在Airbnb上建立起来的好名声
18:41
will lead him to doing something interesting
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将带领他在未来的岁月里，
18:44
with the rest of his life.
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做些有趣的事情。
18:47
You know, there are only a few windows in history
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历史上只有几扇窗
18:51
where the opportunity exists to reinvent
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蕴含着机会，让我们重新改变
18:54
part of how our socioeconomic system works.
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社会经济体系的某些运作。
18:57
We're living through one of those moments.
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我们现在正处其中的一个时机。
19:00
I believe that we are at the start of a collaborative revolution
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我相信我们现在所处的协作革命的开始
19:03
that will be as significant as the Industrial Revolution.
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它将会和工业革命一样意义非凡。
19:07
In the 20th century, the invention of traditional credit
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20世纪，传统信用的建立
19:11
transformed our consumer system, and in many ways
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改造了我们的经济体系，也在很多方面
19:14
controlled who had access to what.
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控制着什么样的人可以获取什么样的资源。
19:17
In the 21st century, new trust networks,
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21世纪，新的信用网络，
19:20
and the reputation capital they generate, will reinvent
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及它们产生名声值，会以我们无法想象的方式改变
19:23
the way we think about wealth, markets, power
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我们对财富，市场，力量，
19:27
and personal identity, in ways we can't yet even imagine.
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个人身份的看法。
19:32
Thank you very much. (Applause)
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谢谢大家。（掌声）
19:35
(Applause)
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（掌声）
ABOUT THE SPEAKER
Rachel Botsman - Trust researcherRachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume.
Why you should listen
Rachel Botsman is an author and a visiting academic at the University of Oxford, Saïd Business School. Her work focuses on how technology is enabling trust in ways that are changing the way we live, work, bank and consume. She defined the theory of "collaborative consumption" in her first book, What's Mine Is Yours, which she co-authored with Roo Rogers. The concept was subsequently named by TIME as one of the "10 Ideas that Will Change the World" and by Thinkers50 as the 2015 Breakthrough Idea.
Named a "Young Global Leader" by the World Economic Forum, Botsman examines the growth and challenges of start-ups such as Airbnb, TaskRabbit and Uber. She is regular writer and commentator in leading international publications including the New York Times, The Wall Street Journal, Harvard Business Review, The Economist, WIRED and more. She is currently writing a new book that explores why the real disruption happening isn’t technology; it’s a profound shift in trust.
Rachel Botsman | Speaker | TED.com