Serious Play 2008
Tim Brown: Tales of creativity and play
Tim Brown (提姆‧布朗) 谈创造力与游戏
Filmed:
Readability: 3.4
2,240,899 views
在 2008 年的认真的游戏研讨会中，设计师 Tim Brown 演说创造力和游戏的密切关系 － 许多例子你在家里自己试 (但有一个你最好不要)。
Tim Brown - Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Double-click the English transcript below to play the video.
00:16
This is a guy named Bob McKim.
0
0
3000
这位仁兄, 这位仁兄叫做博布‧马金。
00:19
He was a creativity researcher in the '60s and '70s,
1
3000
5000
'60、'70 年代时他是创造力研究者，
00:24
and also led the Stanford Design Program.
2
8000
3000
同时负责史丹福大学的设计学程。
00:27
And in fact, my friend and IDEO founder, David Kelley,
3
11000
3000
事实上，我的朋友兼 IDEO 创办人大卫‧凯利，
00:30
who’s out there somewhere, studied under him at Stanford.
4
14000
6000
他也在场，曾在史丹福当他的学生。
00:36
And he liked to do an exercise with his students
5
20000
6000
他喜欢要学生做一个练习
00:42
where he got them to take a piece of paper
6
26000
5000
要他们拿一张纸
00:47
and draw the person who sat next to them, their neighbor,
7
31000
4000
画坐在身边的人，他们的邻座，
00:51
very quickly, just as quickly as they could.
8
35000
2000
很快地画，越快越好。
00:53
And in fact, we’re going to do that exercise right now.
9
37000
3000
事实上，我们就要来做那个练习。
00:56
You all have a piece of cardboard and a piece of paper.
10
40000
3000
你们都有一片纸板和一张纸。
00:59
It’s actually got a bunch of circles on it.
11
43000
1000
它有着一堆的圆圈在上面。
01:00
I need you to turn that piece of paper over;
12
44000
1000
我要你们把纸翻过来，
01:01
you should find that it’s blank on the other side.
13
45000
3000
背面是空白的，是吧？
01:04
And there should be a pencil.
14
48000
3000
也该有一枝铅笔。
01:07
And I want you to pick somebody that’s seated next to you,
15
51000
4000
我要你找个坐在你旁边的人，
01:11
and when I say, go, you’ve got 30 seconds to draw your neighbor, OK?
16
55000
8000
当我说｢开始｣，你用 30 秒画你的邻座，好吗？
01:19
So, everybody ready? OK. Off you go.
17
63000
5000
都预备好了吗？好了？开始。
01:24
You’ve got 30 seconds, you’d better be fast.
18
68000
3000
你有 30 秒，最好画快些。
01:27
Come on: those masterpieces ...
19
71000
5000
加油，画出杰作。
01:40
OK? Stop. All right, now.
20
84000
3000
好？停。很好，到了。
01:43
(Laughter)
21
87000
2000
(笑声)
01:45
Yes, lot’s of laughter. Yeah, exactly.
22
89000
3000
是呀，很多笑声。就是这样。
01:48
Lots of laughter, quite a bit of embarrassment.
23
92000
3000
很多笑声，有点难为情。
01:51
(Laughter)
24
95000
1000
(笑声)
01:52
Am I hearing a few "sorry’s"? I think I’m hearing a few sorry’s.
25
96000
5000
有人说｢不好意思｣？我猜我听到有人说｢不好意思｣。
01:57
Yup, yup, I think I probably am.
26
101000
2000
对，对，我有听到。
01:59
And that’s exactly what happens every time,
27
103000
4000
那正是每次都有的事，
02:03
every time you do this with adults.
28
107000
2000
每次你要大人做这个。
02:05
McKim found this every time he did it with his students.
29
109000
3000
马金每次要学生做，都发现这样。
02:08
He got exactly the same response: lots and lots of sorry’s.
30
112000
4000
得到的反应完全一样：许许多多｢不好意思｣。
02:12
(Laughter)
31
116000
1000
(笑声)
02:13
And he would point this out as evidence
32
117000
4000
他会指出这是证据
02:17
that we fear the judgment of our peers,
33
121000
3000
我们害怕同侪的评断，
02:20
and that we’re embarrassed about showing our ideas
34
124000
4000
我们不好意思展现自己的构想
02:24
to people we think of as our peers, to those around us.
35
128000
4000
给我们的同侪，给周边的人。
02:28
And this fear is what causes us
36
132000
4000
就是这种害怕使我们
02:32
to be conservative in our thinking.
37
136000
3000
变成思想上保守。
02:35
So we might have a wild idea,
38
139000
2000
我们或许有个狂野的想法，
02:37
but we’re afraid to share it with anybody else.
39
141000
3000
但我们怕和任何人分享。
02:40
OK, so if you try the same exercise with kids,
40
144000
3000
好，如果你要儿童做同样的练习，
02:43
they have no embarrassment at all.
41
147000
3000
他们一点都不会难为情。
02:46
They just quite happily show their masterpiece
42
150000
2000
他们都高兴地展现自己的杰作
02:48
to whoever wants to look at it.
43
152000
5000
给任何想看它的人。
02:53
But as they learn to become adults,
44
157000
3000
但当他们学着长大，
02:56
they become much more sensitive to the opinions of others,
45
160000
3000
他们对别人的意见变得大为敏感，
02:59
and they lose that freedom and they do start to become embarrassed.
46
163000
5000
而失去了那个自由，也开始变得难为情。
03:04
And in studies of kids playing, it’s been shown
47
168000
3000
研究游戏中的儿童，已经一次次
03:07
time after time that kids who feel secure,
48
171000
4000
证明了只要孩子们觉得安心、
03:11
who are in a kind of trusted environment --
49
175000
3000
是在一种信赖的环境里，
03:14
they’re the ones that feel most free to play.
50
178000
6000
他们就越觉得能尽兴去玩。
03:20
And if you’re starting a design firm, let’s say,
51
184000
3000
例如说，你计划要成立一家设计公司，
03:23
then you probably also want to create
52
187000
4000
你因此可能也要规划一个地方
03:27
a place where people have the same kind of security.
53
191000
3000
让人感到有安全感。
03:30
Where they have the same kind of security to take risks.
54
194000
3000
那里他有敢去冒险的安全感。
03:33
Maybe have the same kind of security to play.
55
197000
4000
也许有敢去游戏的安全感。
03:37
Before founding IDEO, David said that what he wanted to do
56
201000
5000
创立 IDEO 之前，大卫说他想做的是
03:42
was to form a company where all the employees are my best friends.
57
206000
6000
组一家员工全是他的好朋友的公司。
03:48
Now, that wasn’t just self-indulgence.
58
212000
3000
那并不是只自我陶醉。
03:51
He knew that friendship is a short cut to play.
59
215000
6000
他知道，友谊是游戏的关键。
03:57
And he knew that it gives us a sense of trust,
60
221000
5000
他知道，那给我们信赖感，
04:02
and it allows us then to take the kind of creative risks
61
226000
3000
也容许我们去冒创意风险
04:05
that we need to take as designers.
62
229000
3000
就是设计师都要冒的风险。
04:08
And so, that decision to work with his friends --
63
232000
4000
所以那种想和朋友一起工作的决定 －
04:12
now he has 550 of them -- was what got IDEO started.
64
236000
7000
如今他有 550 位 － 是 IDEO 的缘起。
04:19
And our studios, like, I think, many creative workplaces today,
65
243000
4000
而我们的工作室，像今天的许多创意工作区一样，
04:23
are designed to help people feel relaxed:
66
247000
3000
其设计是要帮助人们觉得放松。
04:26
familiar with their surroundings,
67
250000
3000
熟悉他们的周遭，
04:29
comfortable with the people that they’re working with.
68
253000
4000
自在地与同事一起工作。
04:33
It takes more than decor, but I think we’ve all seen that
69
257000
3000
它不只是装潢，我想你们都知道，
04:36
creative companies do often have symbols in the workplace
70
260000
5000
创意公司往往在工作区都有个｢象征｣
04:41
that remind people to be playful,
71
265000
3000
可以提醒人要敢玩，
04:44
and that it’s a permissive environment.
72
268000
3000
以及那是个容许放肆的环境。
04:47
So, whether it’s this microbus meeting room
73
271000
2000
因此不论是这个箱型车会议室
04:49
that we have in one our buildings at IDEO;
74
273000
2000
就在 IDEO 的一栋大楼里，
04:51
or at Pixar, where the animators work in wooden huts and decorated caves;
75
275000
6000
或在匹克萨，动画师们在木屋及装饰的洞穴里工作。
04:57
or at the Googleplex, where
76
281000
2000
或在谷歌城，你知道的，
04:59
it’s famous for its [beach] volleyball courts,
77
283000
1000
它有名的是沙滩排球场，
05:00
and even this massive dinosaur skeleton with pink flamingos on it.
78
284000
4000
以及这个巨大的恐龙骨骼及上面的红鹤。
05:04
Don’t know the reason for the pink flamingos,
79
288000
2000
不懂红鹤的理由是什么，
05:06
but anyway, they’re there in the garden.
80
290000
2000
但是总之，它们就在庭院里。
05:08
Or even in the Swiss office of Google,
81
292000
2000
或者，甚至瑞士的谷歌办公室，
05:10
which perhaps has the most wacky ideas of all.
82
294000
2000
这里有或许是最搞怪的点子。
05:12
And my theory is, that’s so the Swiss can prove
83
296000
2000
我的理论是这样的：瑞士可以证明给
05:14
to their Californian colleagues that they’re not boring.
84
298000
3000
加州同事们说，他们不会无聊。
05:17
So they have the slide, and they even have a fireman’s pole.
85
301000
3000
他们有滑梯，他们甚至有消防队的钢管。
05:20
Don’t know what they do with that, but they have one.
86
304000
1000
不知他们拿那个做什么，但他们就是有。
05:21
So all of these places have these symbols.
87
305000
3000
因此, 所有这些地方都有这些｢象征｣。
05:24
Now, our big symbol at IDEO is actually
88
308000
3000
而我们在 IDEO 的大｢象征｣，实际上
05:27
not so much the place, it’s a thing.
89
311000
2000
并不是个地点，而是件物品。
05:29
And it’s actually something that we invented a few years ago,
90
313000
3000
它实际上是我们几年前发明的东西，
05:32
or created a few years ago.
91
316000
1000
或几年前创造出来的。
05:33
It’s a toy; it’s called a "finger blaster."
92
317000
3000
那是个玩具，叫做 「弹射镖」。
05:36
And I forgot to bring one up with me.
93
320000
2000
我忘了带一个上来。
05:38
So if somebody can reach under the chair that’s next to them,
94
322000
3000
谁可以到旁边那把椅子下，
05:41
you’ll find something taped underneath it.
95
325000
2000
你可以找到就贴在座垫底下。
05:43
That’s great. If you could pass it up. Thanks, David, I appreciate it.
96
327000
3000
很好。请递给我。谢谢你大卫，感谢。
05:46
So this is a finger blaster, and you will find that every one of you
97
330000
4000
这就是弹射镖，你们都可以找到一个
05:50
has got one taped under your chair.
98
334000
3000
贴在你的座垫下。
05:53
And I’m going to run a little experiment. Another little experiment.
99
337000
4000
我要来个小实验。另一个小实验。
05:57
But before we start, I need just to put these on.
100
341000
3000
但是开始前，我要戴上这个。
06:00
Thank you. All right.
101
344000
2000
谢谢。好了。
06:02
Now, what I’m going to do is, I’m going to see how --
102
346000
3000
现在，我要做的是：我要看如何 －
06:05
I can’t see out of these, OK.
103
349000
1000
我看不到，好了。
06:06
I’m going to see how many of you at the back of the room
104
350000
2000
我要看有多少位坐在房间后面的
06:08
can actually get those things onto the stage.
105
352000
2000
可以把这些东西射上舞台。
06:10
So the way they work is, you know,
106
354000
2000
使用方法是，你知道的，
06:12
you just put your finger in the thing,
107
356000
3000
把手指套进去，
06:15
pull them back, and off you go.
108
359000
3000
向后拉，放开就射出了。
06:18
So, don’t look backwards. That’s my only recommendation here.
109
362000
5000
不要回头看。这是我唯一的建议。
06:23
I want to see how many of you can get these things on the stage.
110
367000
2000
所以我要看有多少人能把它射上舞台。
06:25
So come on! There we go, there we go. Thank you. Thank you. Oh.
111
369000
3000
开始了！来吧、来吧。谢谢、谢谢。噢。
06:28
I have another idea. I wanted to -- there we go.
112
372000
3000
我有另一个想法。我要 － 来吧。
06:31
(Laughter)
113
375000
4000
(笑声)
06:35
There we go.
114
379000
1000
来吧。
06:36
(Laughter)
115
380000
4000
(笑声)
06:40
Thank you, thank you, thank you.
116
384000
1000
谢谢、谢谢、谢谢。
06:41
Not bad, not bad. No serious injuries so far.
117
385000
4000
不错、不错。还没有严重伤害。
06:45
(Laughter)
118
389000
4000
(笑声)
06:49
Well, they’re still coming in from the back there;
119
393000
5000
嗯，它们继续从后方飞过来：
06:54
they’re still coming in.
120
398000
1000
继续飞过来。
06:55
Some of you haven’t fired them yet.
121
399000
1000
有些人还没有发射。
06:56
Can you not figure out how to do it, or something?
122
400000
2000
你不知如何射，或怎么了
06:58
It’s not that hard. Most of your kids figure out how to do this
123
402000
3000
并不难的。大部分小孩都会射
07:01
in the first 10 seconds, when they pick it up.
124
405000
3000
拿到后十秒内就会了。
07:04
All right. This is pretty good; this is pretty good.
125
408000
2000
好了。很好、很好。
07:06
Okay, all right. Let’s -- I suppose we'd better...
126
410000
6000
好了。我想我们最好...
07:12
I'd better clear these up out of the way;
127
416000
1000
我最好清理一下场地
07:13
otherwise, I’m going to trip over them.
128
417000
2000
否则我会踏到它们。
07:15
All right. So the rest of you can save them
129
419000
3000
好。其他人可以留着它
07:18
for when I say something particularly boring,
130
422000
2000
如果我讲得特别无聊时，
07:20
and then you can fire at me.
131
424000
1000
就拿来射我。
07:21
(Laughter)
132
425000
2000
(笑声)
07:23
All right. I think I’m going to take these off now,
133
427000
1000
好了。我要把它脱下，
07:24
because I can’t see a damn thing when I’ve -- all right, OK.
134
428000
4000
因为我看不到东西 － 好了，好。
07:28
So, ah, that was fun.
135
432000
4000
所以，啊，那真好玩。
07:32
(Laughter)
136
436000
2000
(笑声)
07:34
All right, good.
137
438000
2000
好了，好。
07:36
(Applause)
138
440000
2000
(鼓掌)
07:38
So, OK, so why?
139
442000
2000
所以，好，为什么？
07:40
So we have the finger blasters. Other people have dinosaurs, you know.
140
444000
3000
所以我们有弹射镖，其他人有恐龙，你知道的。
07:43
Why do we have them? Well, as I said,
141
447000
2000
为何我们要有它？嗯，我说过，
07:45
we have them because we think maybe playfulness is important.
142
449000
4000
我们有它，因为我们认为：好玩是重要的。
07:49
But why is it important?
143
453000
2000
但是，为什么重要？
07:51
We use it in a pretty pragmatic way, to be honest.
144
455000
3000
我们用它在实用上，老实说。
07:54
We think playfulness helps us get to better creative solutions.
145
458000
5000
我们认为：好玩帮我们找到更有创意的解答。
07:59
Helps us do our jobs better,
146
463000
1000
帮我们做得更好，
08:01
and helps us feel better when we do them.
147
465000
2000
当我们做事时，帮我们感觉更好。
08:03
Now, an adult encountering a new situation --
148
467000
4000
现在，大人遇到了新的情况 －
08:07
when we encounter a new situation we have a tendency
149
471000
3000
当我们遇到新情况，我们倾向
08:10
to want to categorize it just as quickly as we can, you know.
150
474000
3000
要将它尽快归类。
08:13
And there’s a reason for that: we want to settle on an answer.
151
477000
6000
这是有道理的。我们想找个解答。
08:19
Life’s complicated; we want to figure out
152
483000
3000
生活是复杂的。我们要尽快
08:22
what’s going on around us very quickly.
153
486000
1000
弄清楚四周的状况。
08:23
I suspect, actually, that the evolutionary biologists
154
487000
2000
我猜，实际上演化论生物学者
08:25
probably have lots of reasons [for] why we want
155
489000
2000
或许有很多理由可说明为何
08:27
to categorize new things very, very quickly.
156
491000
3000
我们要尽快归类事情。
08:30
One of them might be, you know,
157
494000
2000
其中一个理由也许是，
08:32
when we see this funny stripy thing:
158
496000
1000
当我们看到个怪条纹的东西，
08:33
is that a tiger just about to jump out and kill us?
159
497000
3000
那是老虎要跳出来吃人吗？
08:36
Or is it just some weird shadows on the tree?
160
500000
1000
或者只是树上的一些怪影？
08:37
We need to figure that out pretty fast.
161
501000
2000
我们必须很快弄清楚。
08:39
Well, at least, we did once.
162
503000
1000
嗯，至少我们做过一次。
08:40
Most of us don’t need to anymore, I suppose.
163
504000
2000
我猜，我们大部分都不必再做。
08:42
This is some aluminum foil, right? You use it in the kitchen.
164
506000
2000
这是铝箔，对吧？你在厨房里用它。
08:44
That’s what it is, isn’t it? Of course it is, of course it is.
165
508000
3000
就是那样，不是吗？当然是的、当然是的。
08:47
Well, not necessarily.
166
511000
2000
嗯，未必吧。
08:49
(Laughter)
167
513000
2000
(笑声)
08:51
Kids are more engaged with open possibilities.
168
515000
3000
小孩更愿意接受开放的可能性。
08:54
Now, they’ll certainly -- when they come across something new,
169
518000
2000
他们将必然 － 当他们遇到新的事情，
08:56
they’ll certainly ask, "What is it?"
170
520000
2000
他们将必然会问：这是什么？
08:58
Of course they will. But they’ll also ask, "What can I do with it?"
171
522000
3000
当然他们会。但他们也会问：我能用它做什么？
09:01
And you know, the more creative of them
172
525000
2000
而你知道，比较有创意的小孩
09:03
might get to a really interesting example.
173
527000
3000
将会得到真正有趣的例子。
09:06
And this openness is the beginning of exploratory play.
174
530000
5000
这种开放是探索游戏的开始。
09:11
Any parents of young kids in the audience? There must be some.
175
535000
3000
观众中有人有小孩吗？ 一定是有的。
09:14
Yeah, thought so. So we’ve all seen it, haven’t we?
176
538000
3000
呀，想必如此。因此我们都看到了，不是吗？
09:17
We’ve all told stories about how, on Christmas morning,
177
541000
3000
我们都说过在圣诞节早上的故事，
09:20
our kids end up playing with the boxes
178
544000
2000
孩子们竟然在玩纸箱，
09:22
far more than they play with the toys that are inside them.
179
546000
3000
而不玩包在里面的玩具。
09:25
And you know, from an exploration perspective,
180
549000
4000
你知道的，从探索的角度看，
09:29
this behavior makes complete sense.
181
553000
2000
这种行为是有道理的。
09:31
Because you can do a lot more with boxes than you can do with a toy.
182
555000
3000
因为箱子可以玩的方式比玩具多得多。
09:34
Even one like, say, Tickle Me Elmo --
183
558000
3000
举例而言：像｢搔癢娃娃｣，
09:37
which, despite its ingenuity, really only does one thing,
184
561000
3000
它虽有原创性，却只有一个用途，
09:40
whereas boxes offer an infinite number of choices.
185
564000
7000
而箱子却有无限的选择。
09:47
So again, this is another one of those playful activities
186
571000
2000
再一次，这又是一个好玩的活动，
09:49
that, as we get older, we tend to forget and we have to relearn.
187
573000
4000
当我们长大后，我们倾向忘记，而要重新学习。
09:54
So another one of Bob McKim’s favorite exercises
188
578000
3000
因此，博布‧马金的另一个喜爱的练习
09:57
is called the "30 Circles Test."
189
581000
1000
叫做｢30 圈测验｣。
09:58
So we’re back to work. You guys are going to get back to work again.
190
582000
3000
因此我们回来工作。你们都要回来工作。
10:01
Turn that piece of paper that you did the sketch on
191
585000
2000
把刚才画图的纸翻过来，
10:03
back over, and you’ll find those 30 circles printed on the piece of paper.
192
587000
4000
背面印有 30 个圆圈。
10:07
So it should look like this. You should be looking at something like this.
193
591000
2000
就是这样。你看到的就像这个。
10:09
So what I’m going to do is, I’m going to give you minute,
194
593000
3000
我要做什么呢，我要给你一分钟，
10:12
and I want you to adapt as many of those circles as you can
195
596000
3000
我要你尽量利用这些圆圈，
10:15
into objects of some form.
196
599000
2000
画成某些物品。
10:17
So for example, you could turn one into a football,
197
601000
2000
例如，你可以把一个画成足球，
10:19
or another one into a sun. All I’m interested in is quantity.
198
603000
3000
或另一个画成太阳。我要的是数量。
10:22
I want you to do as many of them as you can,
199
606000
3000
我要你尽可能画越多越好，
10:25
in the minute that I’m just about to give you.
200
609000
3000
利用我将给你的一分钟。
10:28
So, everybody ready? OK? Off you go.
201
612000
3000
准备好了吗？好吗？开始。
10:46
Okay. Put down your pencils, as they say.
202
630000
4000
好了。请放下铅笔。
10:50
So, who got more than five circles figured out?
203
634000
3000
谁画超过五个？
10:53
Hopefully everybody? More than 10?
204
637000
2000
应该是每个人？超过 10 个？
10:55
Keep your hands up if you did 10.
205
639000
2000
如果画满 10 个的，请举手。
10:57
15? 20? Anybody get all 30?
206
641000
3000
15？20？有人画满 30 个？
11:00
No? Oh! Somebody did. Fantastic.
207
644000
3000
没有？喔！有人做到了。好极了。
11:03
Did anybody to a variation on a theme? Like a smiley face?
208
647000
5000
有人用同一主题去变化吗？如笑脸？
11:08
Happy face? Sad face? Sleepy face? Anybody do that?
209
652000
5000
快乐脸？悲伤脸？瞌睡脸？有人吗？
11:13
Anybody use my examples? The sun and the football?
210
657000
4000
有人用我的例子吗？太阳、足球？
11:17
Great. Cool. So I was really interested in quantity.
211
661000
4000
很好。酷。我要的是数量。
11:21
I wasn’t actually very interested in whether they were all different.
212
665000
3000
实际上我不在意它们是否都差别很大。
11:24
I just wanted you to fill in as many circles as possible.
213
668000
3000
我只是要你们尽量使用圆圈。
11:27
And one of the things we tend to do as adults, again, is we edit things.
214
671000
5000
大人的另一个倾向，会去编辑东西。
11:32
We stop ourselves from doing things.
215
676000
1000
我们停住自己，不再去做。
11:33
We self-edit as we’re having ideas.
216
677000
2000
我们一有想法就自我编辑它。
11:35
And in some cases, our desire to be original is actually a form of editing.
217
679000
6000
有时候，我们想要有原创性，其实是一种编辑。
11:41
And that actually isn’t necessarily really playful.
218
685000
4000
而实际上未必真的好玩。
11:45
So that ability just to go for it and explore lots of things,
219
689000
5000
因此那种往前探索许多事物的能力，
11:50
even if they don’t seem that different from each other,
220
694000
2000
即使它们彼此并不那么不同，
11:52
is actually something that kids do well, and it is a form of play.
221
696000
6000
实际上小孩子做得很好，是一种游戏。
11:58
So now, Bob McKim did another
222
702000
2000
因此，现在博布‧马金做了另一个 －
12:00
version of this test
223
704000
1000
测验的另一个版本，
12:01
in a rather famous experiment that was done in the 1960s.
224
705000
4000
一个颇有名的实验，在 1960 年代。
12:05
Anybody know what this is? It’s the peyote cactus.
225
709000
5000
有人知道这是什么吗？是皮约特仙人掌。
12:10
It’s the plant from which you can create mescaline,
226
714000
2000
用它可以制造美斯卡灵，
12:12
one of the psychedelic drugs.
227
716000
2000
一种迷幻剂。
12:14
For those of you around in the '60s, you probably know it well.
228
718000
1000
'60 年代的人或许知道。
12:15
McKim published a paper in 1966, describing an experiment
229
719000
6000
马金在 1966 年发表了一篇论文，描述一个实验
12:21
that he and his colleagues conducted
230
725000
1000
由他和他的同事执行的，
12:22
to test the effects of psychedelic drugs on creativity.
231
726000
4000
测试迷幻药对创造力的影响。
12:26
So he picked 27 professionals -- they were
232
730000
7000
因此他挑选了 27 名专业人士。他们是：
12:33
engineers, physicists, mathematicians, architects,
233
737000
2000
工程师、物理学者、数学家、建筑师、
12:35
furniture designers even, artists --
234
739000
3000
家具设计师、还有艺术家。
12:38
and he asked them to come along one evening,
235
742000
3000
他请他们某个晚上过来
12:41
and to bring a problem with them that they were working on.
236
745000
7000
带个他们正在处理的问题。
12:48
He gave each of them some mescaline,
237
752000
2000
他给每个人吃一些美斯卡灵，
12:50
and had them listen to some nice, relaxing music for a while.
238
754000
4000
让他们听一下好听、轻松的音乐。
12:54
And then he did what’s called the Purdue Creativity Test.
239
758000
6000
接着他要他们做所谓的｢普度创造力测验｣。
13:00
You might know it as, "How many uses can you find for a paper clip?"
240
764000
3000
也许你知道，就是：想出回形针有多少用途？
13:03
It’s basically the same thing as the 30 circles thing that I just had you do.
241
767000
4000
基本上和我要你们做的 30 个圆圈一样。
13:07
Now, actually, he gave the test before the drugs
242
771000
2000
实际上，用药前他也有做测验，
13:09
and after the drugs, to see
243
773000
4000
用药后也有，要比较 －
13:13
what the difference was in people’s
244
777000
2000
人们在产生构想的熟练度
13:15
facility and speed with coming up with ideas.
245
779000
3000
和速度上有何不同。
13:18
And then he asked them to go away
246
782000
1000
接着他要他们离开
13:19
and work on those problems that they’d brought.
247
783000
4000
开始处理带来的问题。
13:23
And they’d come up with a bunch of
248
787000
2000
他们都产生了一大堆的
13:25
interesting solutions -- and actually, quite
249
789000
2000
有趣解答，实际上都相当
13:27
valid solutions -- to the things that they’d been working on.
250
791000
3000
具体的解答用在正处理的问题上。
13:30
And so, some of the things that they figured out,
251
794000
1000
他们想出的一些点子，
13:31
some of these individuals figured out;
252
795000
2000
这些受试者想出的...
13:33
in one case, a new commercial building and designs for houses
253
797000
3000
如：新的商业大楼和住屋设计
13:36
that were accepted by clients;
254
800000
1000
被客户接受了。
13:37
a design of a solar space probe experiment;
255
801000
4000
太阳的太空探测实验设计。
13:41
a redesign of the linear electron accelerator;
256
805000
5000
线性电子加速器的再设计、
13:46
an engineering improvement to a magnetic tape recorder --
257
810000
2000
录音磁带的工程改进。
13:48
you can tell this is a while ago;
258
812000
1000
－ 这是好几年前的事。
13:49
the completion of a line of furniture;
259
813000
4000
完成家具产品线，
13:53
and even a new conceptual model of the photon.
260
817000
3000
甚至光子的新概念模型。
13:56
So it was a pretty successful evening.
261
820000
2000
因此，这是个蛮成功的夜晚。
13:58
In fact, maybe this experiment was the reason that Silicon Valley
262
822000
4000
也许这个实验是硅谷为什么
14:02
got off to its great start with innovation.
263
826000
3000
在创新上能有那么大的突破。
14:05
We don’t know, but it may be.
264
829000
1000
我们未得而知，但有可能的。
14:06
We need to ask some of the CEOs
265
830000
1000
我们要问几位执行长
14:07
whether they were involved in this mescaline experiment.
266
831000
2000
他们是否参加了这个美斯卡灵实验。
14:09
But really, it wasn’t the drugs that were important;
267
833000
4000
真的，重要的不是药，
14:13
it was this idea that what the drugs did
268
837000
1000
而是实验的发现：
14:14
would help shock people out of their normal way of thinking,
269
838000
3000
药可以帮人跳出平常的思维方式。
14:17
and getting them to forget the adult behaviors
270
841000
4000
让人忘记大人的行为
14:21
that were getting in the way of their ideas.
271
845000
3000
这些行为有碍创意。
14:24
But it’s hard to break our habits, our adult habits.
272
848000
4000
但是很难改变习惯，我们的大人习惯。
14:28
At IDEO we have brainstorming rules written on the walls.
273
852000
4000
在 IDEO，我们把脑力激荡规则写在墙上。
14:32
Edicts like, "Defer judgment," or "Go for quantity."
274
856000
4000
昭告如下：｢延后判断｣，或｢追求数量｣。
14:36
And somehow that seems wrong.
275
860000
1000
好像这样也不对。
14:37
I mean, can you have rules about creativity?
276
861000
2000
我是说，创造力可以有规则吗？
14:39
Well, it sort of turns out that we need rules
277
863000
2000
好像我们需要规则
14:41
to help us break the old rules and norms
278
865000
3000
来帮我们打破旧规则及常态
14:44
that otherwise we might bring to the creative process.
279
868000
4000
否则我们又把它放到创造过程里。
14:48
And we’ve certainly learnt that over time,
280
872000
1000
当然长时来我们已学会它，
14:49
you get much better brainstorming,
281
873000
2000
可以有较好的脑力激荡，
14:51
much more creative outcomes when everybody does play by the rules.
282
875000
6000
有更具创意的产出，只要大家遵守规则。
14:57
Now, of course, many designers, many individual designers,
283
881000
3000
当然，许多设计师、个人设计师，
15:00
achieve this is in a much more organic way.
284
884000
2000
以更有机的方式达成这个。
15:02
I think the Eameses are wonderful examples of experimentation.
285
886000
5000
我认为，伊姆斯夫妇是实验的最佳实例。
15:07
And they experimented with plywood for many years
286
891000
3000
他们多年实验各种合板
15:10
without necessarily having one single goal in mind.
287
894000
3000
未必心中先有单一目标。
15:13
They were exploring following what was interesting to them.
288
897000
4000
他们循着他们的兴趣探索。
15:17
They went from designing splints for wounded soldiers
289
901000
2000
他们当初是要设计伤兵的断骨夹板
15:19
coming out of World War II and the Korean War, I think,
290
903000
3000
我想，是为二战及韩战的伤兵。
15:22
and from this experiment they moved on to chairs.
291
906000
2000
从这个实验，他们进展到各种椅子。
15:24
Through constant experimentation with materials,
292
908000
2000
经由不断的材料实验，
15:26
they developed a wide range of iconic solutions
293
910000
3000
发展了广范围的经典解答
15:29
that we know today, eventually resulting in,
294
913000
2000
现在我们都知道，后来导致
15:31
of course, the legendary lounge chair.
295
915000
2000
那个传奇的靠椅。
15:33
Now, if the Eameses had stopped with that first great solution,
296
917000
3000
如果伊姆斯停止在那个伟大的解答，
15:36
then we wouldn’t be the beneficiaries of so many
297
920000
3000
我们受益的将没有那么多
15:39
wonderful designs today.
298
923000
3000
今日的绝佳设计。
15:42
And of course, they used experimentation in all aspects of their work,
299
926000
4000
当然，他们把实验用在工作的所有面向。
15:46
from films to buildings, from games to graphics.
300
930000
6000
从影片到建筑、从游戏到图文。
15:52
So, they’re great examples, I think, of exploration
301
936000
4000
因此我想，他们是绝佳的设计探索
15:56
and experimentation in design.
302
940000
2000
和实验的范例。
15:58
Now, while the Eameses were exploring those possibilities,
303
942000
3000
当伊姆斯探索各种可能时，
16:01
they were also exploring physical objects.
304
945000
3000
他们也探索实体物品。
16:04
And they were doing that through building prototypes.
305
948000
3000
经由建造模型来做。
16:07
And building is the next of the behaviors that I thought I’d talk about.
306
951000
5000
｢建造｣是我要谈的另一个行为。
16:12
So the average Western first-grader
307
956000
2000
平均的西方小一学生
16:14
spends as much as 50 percent of their play time
308
958000
3000
花游戏时间的一半之多
16:17
taking part in what’s called "construction play."
309
961000
3000
做所谓的「建构游戏」。
16:20
Construction play -- it’s playful, obviously,
310
964000
3000
建构游戏 － 显然很好玩，
16:23
but also a powerful way to learn.
311
967000
2000
也是有力的学习方法。
16:25
When play is about building a tower out of blocks,
312
969000
5000
当玩用积木建造一个塔，
16:30
the kid begins to learn a lot about towers.
313
974000
2000
小孩开始学许多有关塔的事。
16:32
And as they repeatedly knock it down and start again,
314
976000
2000
当他们不断地拆了又建，
16:34
learning is happening as a sort of by-product of play.
315
978000
4000
学习就以游戏的副产品发生着。
16:38
It’s classically learning by doing.
316
982000
4000
这是古典的「做中学」。
16:42
Now, David Kelley calls this behavior,
317
986000
1000
大卫‧剀利叫这种行为，
16:43
when it’s carried out by designers, "thinking with your hands."
318
987000
4000
当由设计师做时：「用手思考」。
16:47
And it typically involves making multiple,
319
991000
3000
它基本上包含快速地
16:50
low-resolution prototypes very quickly,
320
994000
3000
制作多次草模。
16:53
often by bringing lots of found elements together
321
997000
2000
如，往往是组合找到的东西
16:55
in order to get to a solution.
322
999000
3000
以得到解答。
16:58
On one of his earliest projects, the team was kind of stuck,
323
1002000
4000
最早期的一个项目，小组卡住了，
17:02
and they came up with a mechanism by hacking together
324
1006000
4000
后来得到的机构是拼组了
17:06
a prototype made from a roll-on deodorant.
325
1010000
3000
除臭剂的滚球而成的模型。
17:09
Now, that became the first commercial computer mouse
326
1013000
2000
而成为第一款上市计算机鼠标
17:11
for the Apple Lisa and the Macintosh.
327
1015000
2000
用在苹果丽莎和麦金塔。
17:13
So, they learned their way to that by building prototypes.
328
1017000
6000
因此他们以建造模型找到那个解答。
17:19
Another example is a group of designers
329
1023000
2000
另个例子是有一群设计师
17:21
who were working on a surgical instrument with some surgeons.
330
1025000
3000
和外科医师讨论手术器具设计
17:24
They were meeting with them; they were talking to the surgeons
331
1028000
2000
他们开会，他们和外科医师谈
17:26
about what it was they needed with this device.
332
1030000
3000
问他们需要这个器具做什么。
17:29
And one of the designers ran out of the room
333
1033000
2000
其中一个设计师跑出房间
17:31
and grabbed a white board marker and a film canister --
334
1035000
3000
抓了一支白板笔和一个底片盒 －
17:34
which is now becoming a very precious prototyping medium --
335
1038000
3000
它们变成很有用的模型道具 －
17:37
and a clothespin. He taped them all together,
336
1041000
2000
加上晒衣夹。用胶带捆起来，
17:39
ran back into the room and said, "You mean, something like this?"
337
1043000
2000
跑回房间说：你是说像这个？
17:41
And the surgeons grabbed hold of it and said,
338
1045000
2000
外科医师抓住把手，说：
17:43
well, I want to hold it like this, or like that.
339
1047000
2000
我要像这样或那样握它。
17:45
And all of a sudden a productive conversation
340
1049000
2000
突然间，建设性的对话开始
17:47
was happening about design around a tangible object.
341
1051000
5000
绕着实际的物品讨论设计。
17:52
And in the end it turned into a real device.
342
1056000
4000
最后产生了真实的器具。
17:56
And so this behavior is all about quickly getting something
343
1060000
3000
所以这个行为是为了快速放东西
17:59
into the real world, and having your thinking advanced as a result.
344
1063000
5000
到真实世界，以便思考也跟着前进。
18:04
At IDEO there’s a kind of a back-to-preschool feel
345
1068000
3000
在 IDEO 有点像回到学前的感觉，
18:07
sometimes about the environment.
346
1071000
2000
关于它的环境。
18:09
The prototyping carts, filled with colored paper
347
1073000
3000
塞满色纸做购物车的模型
18:12
and Play-Doh and glue sticks and stuff --
348
1076000
3000
玩面团、黏棒子及其他东西。
18:15
I mean, they do have a bit of a kindergarten feel to them.
349
1079000
3000
他们真的有点像是在幼儿园的感觉。
18:18
But the important idea is that everything’s at hand, everything’s around.
350
1082000
4000
但最重要的概念是，事事物物都在周边、顺手可得。
18:22
So when designers are working on ideas,
351
1086000
2000
因此当设计师在找构想时
18:24
they can start building stuff whenever they want.
352
1088000
3000
他们任何时候都能开始建造东西。
18:27
They don’t necessarily even have to go
353
1091000
1000
他们未必需要去
18:28
into some kind of formal workshop to do it.
354
1092000
2000
某个正式的工场去做它。
18:30
And we think that’s pretty important.
355
1094000
2000
我们认为这是很重要的。
18:32
And then the sad thing is, although preschools
356
1096000
2000
悲哀的是，学龄前儿童虽然
18:34
are full of this kind of stuff, as kids go through the school system
357
1098000
4000
充满这些东西，一旦儿童进入学校系统
18:38
it all gets taken away.
358
1102000
2000
这些都不见了。
18:40
They lose this stuff that facilitates
359
1104000
2000
他们失去这些物品，这些能促成
18:42
this sort of playful and building mode of thinking.
360
1106000
5000
好玩的、建造模式的思考。
18:47
And of course, by the time you get to the average workplace,
361
1111000
2000
当然，当你到达一般工作场合时，
18:49
maybe the best construction tool we have
362
1113000
3000
我们能有的最佳建造工具
18:52
might be the Post-it notes. It’s pretty barren.
363
1116000
3000
或许就是便利贴了。蛮寒酸的。
18:55
But by giving project teams and the clients
364
1119000
4000
但如能让专案小组及一起工作的客户
18:59
who they’re working with permission to think with their hands,
365
1123000
2000
允许他们用手去思考，
19:01
quite complex ideas can spring into life
366
1125000
5000
极复杂的构想就会油然而生
19:06
and go right through to execution much more easily.
367
1130000
4000
并能更方便地加以执行。
19:10
This is a nurse using a very simple -- as you can see -- plasticine prototype,
368
1134000
4000
这位护士用很简单的 － 你看得出 － 油土模型，
19:14
explaining what she wants out of a portable information system
369
1138000
3000
说明她要用手持信息系统做什么
19:17
to a team of technologists and designers
370
1141000
3000
给技术人员及设计师小组听
19:20
that are working with her in a hospital.
371
1144000
3000
他们正一起在医院合作。
19:23
And just having this very simple prototype
372
1147000
1000
只用这个简单的模型
19:24
allows her to talk about what she wants in a much more powerful way.
373
1148000
5000
让她有力地表达她想要的东西。
19:29
And of course, by building quick prototypes,
374
1153000
2000
当然，建造快速模型可以
19:31
we can get out and test our ideas with consumers
375
1155000
3000
让我们更快速提出构想，
19:34
and users much more quickly
376
1158000
2000
并和顾客及使用者测试它，
19:36
than if we’re trying to describe them through words.
377
1160000
6000
比只是用口头描述好多了。
19:42
But what about designing something that isn’t physical?
378
1166000
3000
但如果要设计非实体的事物呢？
19:45
Something like a service or an experience?
379
1169000
2000
像是服务或体验？
19:47
Something that exists as a series of interactions over time?
380
1171000
3000
时间上的一系列互动之类的?
19:50
Instead of building play, this can be approached with role-play.
381
1174000
6000
不是建造游戏，这时要用角色扮演。
19:56
So, if you’re designing an interaction between two people --
382
1180000
2000
如果你要设计两个人之间的互动
19:58
such as, I don’t know -- ordering food at a fast food joint
383
1182000
3000
例如，在快餐店点餐
20:01
or something, you need to be able to imagine
384
1185000
2000
或什么的，你要能想象
20:03
how that experience might feel over a period of time.
385
1187000
3000
那个时间历程上经验的感觉。
20:06
And I think the best way to achieve that,
386
1190000
2000
我想，最好的达成方式
20:08
and get a feeling for any flaws in your design, is to act it out.
387
1192000
5000
并感受设计缺点，就是扮演一下。
20:13
So we do quite a lot of work at IDEO
388
1197000
2000
在 IDEO 我们花佷多工夫
20:15
trying to convince our clients of this.
389
1199000
2000
说服我们的客户采用它。
20:17
They can be a little skeptical; I’ll come back to that.
390
1201000
2000
他们有点怀疑，等下我再说。
20:19
But a place, I think, where the effort is really worthwhile
391
1203000
4000
但我认为，有个值得努力的地方
20:23
is where people are wrestling with quite serious problems --
392
1207000
4000
是在人们致力的严肃问题上。
20:27
things like education or security or finance or health.
393
1211000
5000
例如教育、保险、财务、或医疗。
20:32
And this is another example in a healthcare environment
394
1216000
3000
这是另一个医疗环境的例子
20:35
of some doctors and some nurses and designers
395
1219000
2000
医生、护士、及设计师们
20:37
acting out a service scenario around patient care.
396
1221000
4000
扮演着病患照顾的服务情境。
20:41
But you know, many adults
397
1225000
1000
但是你知道，许多大人
20:42
are pretty reluctant to engage with role-play.
398
1226000
3000
很不愿参与角色扮演。
20:45
Some of it’s embarrassment and some of it is because
399
1229000
2000
有的怕难为情，有的则是因为
20:47
they just don’t believe that what emerges is necessarily valid.
400
1231000
4000
他们就是不相信，这样得到的会是有效的。
20:51
They dismiss an interesting interaction by saying,
401
1235000
2000
他们推辞有趣的互动，说：
20:53
you know, "That’s just happening because they’re acting it out."
402
1237000
3000
它的发生是因为有人这样演出。
20:56
Research into kids' behavior actually suggests
403
1240000
2000
研究儿童行为则实际指出
20:58
that it’s worth taking role-playing seriously.
404
1242000
3000
角色扮演值得认真看待。
21:01
Because when children play a role,
405
1245000
1000
因为当儿童扮演一个角色时
21:02
they actually follow social scripts quite closely
406
1246000
3000
他们真的蛮密切地跟着社会剧本
21:05
that they’ve learnt from us as adults.
407
1249000
2000
那是从大人那里学来的。
21:07
If one kid plays "store," and another one’s playing "house,"
408
1251000
3000
如果有个小孩扮商店，另一个扮房子，
21:10
then the whole kind of play falls down.
409
1254000
2000
则整个游戏就垮了。
21:13
So they get used to quite quickly
410
1257000
3000
因此他们习惯于很快地
21:16
to understanding the rules for social interactions,
411
1260000
4000
了解社会互动的规则，
21:20
and are actually quite quick to point out when they’re broken.
412
1264000
3000
实际上也很快能指出规则的违反。
21:23
So when, as adults, we role-play,
413
1267000
3000
因此，当大人扮演角色时，
21:26
then we have a huge set of these scripts already internalized.
414
1270000
5000
我们有一大堆已经内化的剧本。
21:31
We’ve gone through lots of experiences in life,
415
1275000
2000
在生活中我们已有许多经验。
21:33
and they provide a strong intuition
416
1277000
3000
而它们提供很强的直觉
21:36
as to whether an interaction is going to work.
417
1280000
3000
去得知某项互动是否可行。
21:39
So we’re very good, when acting out a solution,
418
1283000
2000
因此我们很拿手于演出一个解答，
21:41
at spotting whether something lacks authenticity.
419
1285000
5000
去指出某事是否缺乏真实感。
21:46
So role-play is actually, I think,
420
1290000
1000
因此，我认为角色扮演是
21:47
quite valuable when it comes to thinking about experiences.
421
1291000
4000
很有价值的，可用在思考各种体验。
21:51
Another way for us, as designers, to explore role-play
422
1295000
3000
另一个提供设计师探讨角色扮演的方式
21:54
is to put ourselves through an experience which we’re designing for,
423
1298000
4000
是亲自去经历要设计的事情，
21:58
and project ourselves into an experience.
424
1302000
3000
就是把自己投入那项经验。
22:01
So here are some designers who are trying to understand
425
1305000
2000
这里有几位设计师试着要了解
22:03
what it might feel like to sleep in a
426
1307000
3000
睡在飞机上狭窄空间
22:06
confined space on an airplane.
427
1310000
2000
的感觉是如何。
22:08
And so they grabbed some very simple materials, you can see,
428
1312000
2000
因此他们取用非常简单的材料，你看。
22:10
and did this role-play, this kind of very crude role-play,
429
1314000
4000
而去做这样的角色扮演，这种很粗糙的角色扮演，
22:14
just to get a sense of what it would be like for passengers
430
1318000
2000
只想理解一下旅客会有的感觉
22:16
if they were stuck in quite small places on airplanes.
431
1320000
5000
如果旅客被塞在机上的小小空间。
22:21
This is one of our designers, Kristian Simsarian,
432
1325000
2000
这是我们的一位设计师克力仙‧西姆萨连，
22:23
and he’s putting himself through the experience of being an ER patient.
433
1327000
4000
他自己经历在急诊室当病患的体验。
22:27
Now, this is a real hospital, in a real emergency room.
434
1331000
2000
这可是真的医院，在真的急诊室。
22:29
One of the reasons he chose to take
435
1333000
2000
为何他选择要带着
22:31
this rather large video camera with him was
436
1335000
1000
这个颇大的录像机？
22:32
because he didn’t want the doctors and nurses thinking
437
1336000
2000
因为他不想被医生或护士认为
22:34
he was actually sick, and sticking something into him
438
1338000
3000
他是真的有病，而跟他打什么针
22:37
that he was going to regret later.
439
1341000
2000
这会令他后悔。
22:39
So anyhow, he went there with his video camera,
440
1343000
3000
总之，他带着录像机去了那里，
22:42
and it’s kind of interesting to see what he brought back.
441
1346000
4000
有趣的是看他带回的东西。
22:46
Because when we looked at the video when he got back,
442
1350000
2000
因为当他回来时，我们看了他的录像，
22:48
we saw 20 minutes of this.
443
1352000
2000
我们看了 20 分钟的这个。
22:50
(Laughter)
444
1354000
3000
(笑声)
22:53
And also, the amazing thing about this video --
445
1357000
3000
还有，这个录像的神奇之处是，
22:56
as soon as you see it you immediately
446
1360000
2000
只要你看它，你就立刻好像
22:58
project yourself into that experience.
447
1362000
3000
自己投入那个体验。
23:01
And you know what it feels like: all of that uncertainty
448
1365000
2000
而知道那种感觉，那种不确定感
23:03
while you’re left out in the hallway
449
1367000
2000
当你被留置在走廊
23:05
while the docs are dealing with some more urgent case
450
1369000
2000
而医师们忙着其他更急的事
23:07
in one of the emergency rooms, wondering what the heck’s going on.
451
1371000
4000
去了另一间急诊病房，你不解到底是怎么了。
23:11
And so this notion of using role-play --
452
1375000
2000
因此使用角色扮演的这个概念，
23:13
or in this case, living through the experience
453
1377000
3000
这个例子里，就是去经历那个经验
23:16
as a way of creating empathy --
454
1380000
1000
是一种创造同感的方式，
23:17
particularly when you use video, is really powerful.
455
1381000
3000
尤其当你使用录像，是佷有力的。
23:20
Or another one of our designers, Altay Sendil:
456
1384000
2000
另一位我们的设计师阿尔泰‧仙迪尔，
23:22
he’s here having his chest waxed, not because he’s very vain,
457
1386000
3000
他来做胸部除毛 ，并不是为了爱虚荣，
23:25
although actually he is -- no, I’m kidding --
458
1389000
2000
虽然他实际是的。不，我开玩笑。
23:27
but in order to empathize with the pain that chronic care patients
459
1391000
4000
而是为了感同慢性病人的痛苦
23:31
go through when they’re having dressings removed.
460
1395000
2000
去经历他们移除敷料贴片的感觉。
23:33
And so sometimes these analogous experiences,
461
1397000
3000
因此有时这些模拟的经验，
23:36
analogous role-play, can also be quite valuable.
462
1400000
3000
即模拟的角色扮演，也可以很有用。
23:39
So when a kid dresses up as a firefighter, you know,
463
1403000
3000
当小孩穿上消防装，
23:42
he’s beginning to try on that identity.
464
1406000
2000
他开始尝试那个身分。
23:44
He wants to know what it feels like to be a firefighter.
465
1408000
3000
他要知道当消防员的感觉。
23:47
We’re doing the same thing as designers.
466
1411000
2000
身为设计师我们做相同的事。
23:49
We’re trying on these experiences.
467
1413000
2000
我们尝试这些体验。
23:51
And so the idea of role-play is both as an empathy tool,
468
1415000
4000
因此角色扮演的想法不但是感同的工具，
23:55
as well as a tool for prototyping experiences.
469
1419000
4000
也是型塑体验的工具。
23:59
And you know, we kind of admire people who do this at IDEO anyway.
470
1423000
5000
我们很羡慕在 IDEO 有人去做这个。
24:04
Not just because they lead to insights about the experience,
471
1428000
3000
不只因为他们带来体验的洞见，
24:07
but also because of their willingness to explore
472
1431000
3000
也因为他们愿意去探索
24:10
and their ability to unselfconsciously
473
1434000
3000
以及他们有能力在无意识中
24:13
surrender themselves to the experience.
474
1437000
3000
忘我地去体验。
24:16
In short, we admire their willingness to play.
475
1440000
5000
简言之，我们羡慕他们愿意去扮演。
24:21
Playful exploration, playful building and role-play:
476
1445000
6000
因此，好玩的探索、好玩的建造、及角色扮演。
24:27
those are some of the ways that designers use play in their work.
477
1451000
3000
这些都是设计师工作中用的方法。
24:30
And so far, I admit, this might feel
478
1454000
4000
至此，我承认这好像是
24:34
like it’s a message just to go out and play like a kid.
479
1458000
3000
叫你们像个小孩那样去玩。
24:37
And to certain extent it is, but I want to stress a couple of points.
480
1461000
4000
某个程度上是的，但我要强调几点。
24:41
The first thing to remember is that play is not anarchy.
481
1465000
3000
首先记住游戏不是乱无章法的。
24:44
Play has rules, especially when it’s group play.
482
1468000
5000
游戏有规则，尤其是团体游戏。
24:49
When kids play tea party, or they play cops and robbers,
483
1473000
4000
当孩子玩茶会、或玩警察抓小偷，
24:53
they’re following a script that they’ve agreed to.
484
1477000
3000
他们依着彼此同意的剧本。
24:56
And it’s this code negotiation that leads to productive play.
485
1480000
4000
是这个守则协商带来有产出的游戏。
25:01
So, remember the sketching task we did at the beginning?
486
1485000
2000
记得一开始的画图任务吗
25:03
The kind of little face, the portrait you did?
487
1487000
2000
你画的那个小脸、画像？
25:05
Well, imagine if you did the same task with friends
488
1489000
4000
想想如果你和朋友做这个
25:09
while you were drinking in a pub.
489
1493000
2000
一边在酒廊里喝酒。
25:11
But everybody agreed to play a game
490
1495000
3000
大家同意玩个游戏
25:14
where the worst sketch artist bought the next round of drinks.
491
1498000
4000
画得最差的要付下一巡酒钱。
25:18
That framework of rules would have turned an embarrassing,
492
1502000
4000
这个规则将使难为情、
25:22
difficult situation into a fun game.
493
1506000
2000
窘境成为有趣的游戏。
25:24
As a result, we’d all feel perfectly secure and have a good time --
494
1508000
6000
结果呢，我们将有安全感，过得很愉快 －
25:30
but because we all understood the rules and we agreed on them together.
495
1514000
5000
因为我们都了解规则，我们一起同意它。
25:35
But there aren’t just rules about how to play;
496
1519000
4000
但是，不只有「如何玩」的规则，
25:39
there are rules about when to play.
497
1523000
3000
也有「何时玩」的规则。
25:42
Kids don’t play all the time, obviously.
498
1526000
2000
显然，孩子们不是一直在玩。
25:44
They transition in and out of it,
499
1528000
2000
他们进入及退出游戏。
25:46
and good teachers spend a lot of time
500
1530000
3000
而好的老师要花许多时间
25:49
thinking about how to move kids through these experiences.
501
1533000
4000
思考如何带孩子走过这些经验。
25:53
As designers, we need to be able to transition in and out of play also.
502
1537000
5000
身为设计师，我们也要能进入及退出游戏。
25:58
And if we’re running design studios
503
1542000
2000
如果我们经营设计公司
26:00
we need to be able to figure out, how can we transition
504
1544000
2000
我们要让设计师，
26:02
designers through these different experiences?
505
1546000
3000
如何进出这些不同的体验？
26:05
I think this is particularly true if we think about the sort of --
506
1549000
3000
尤其是当我们思考...
26:08
I think what’s very different about design
507
1552000
3000
设计上有很大差别的是
26:11
is that we go through these two very distinctive modes of operation.
508
1555000
4000
我们经历两种很独特的操作模式。
26:15
We go through a sort of generative mode,
509
1559000
5000
我们经历产出模式，
26:20
where we’re exploring many ideas;
510
1564000
1000
此时我们探索创意。
26:21
and then we come back together again,
511
1565000
2000
接着，我们又回来，
26:23
and come back looking for that solution,
512
1567000
3000
回来寻找解答，
26:26
and developing that solution.
513
1570000
1000
并发展那个解答。
26:27
I think they’re two quite different modes:
514
1571000
3000
我认为两者是极不同的模式。
26:30
divergence and convergence.
515
1574000
3000
发散及收敛。
26:33
And I think it’s probably in the divergent mode
516
1577000
3000
或许是在发散模式中
26:36
that we most need playfulness.
517
1580000
2000
我们最需要「好玩」。
26:38
Perhaps in convergent mode we need to be more serious.
518
1582000
3000
或许在收敛模式中，我们要严肃一点。
26:41
And so being able to move between those modes
519
1585000
2000
因此能够在这两个模式间移动
26:43
is really quite important. So, it’s where there’s a
520
1587000
4000
真的很重要。因此
26:47
more nuanced version view of play, I think, is required.
521
1591000
3000
有个更细致的游戏观，我想是需要的。
26:50
Because it’s very easy to fall into the trap that these states are absolute.
522
1594000
3000
因为很容易掉入陷阱，以为这两种状态是绝对的。
26:53
You’re either playful or you’re serious, and you can’t be both.
523
1597000
4000
要不是好玩，就是严肃，不能两者都有。
26:57
But that’s not really true: you can be a serious professional adult
524
1601000
5000
但不是那样。你可以是严肃的专业人士，
27:02
and, at times, be playful.
525
1606000
3000
有时却是好玩的。
27:05
It’s not an either/or; it’s an "and."
526
1609000
2000
那不是二择一，而是兼有。
27:07
You can be serious and play.
527
1611000
4000
你可以严肃又好玩。
27:11
So to sum it up, we need trust to play,
528
1615000
6000
总结一下，我们需要信赖感才敢玩，
27:17
and we need trust to be creative. So, there’s a connection.
529
1621000
4000
需要信赖感才有创意，这有关联。
27:21
And there are a series of behaviors that we’ve learnt as kids,
530
1625000
3000
有一系列的行为我们在儿童时学到
27:24
and that turn out to be quite useful to us as designers.
531
1628000
3000
那对设计师很有用。
27:27
They include exploration, which is about going for quantity;
532
1631000
5000
它们包含探索，即追求数量。
27:32
building, and thinking with your hands;
533
1636000
3000
建造及用手思考。
27:35
and role-play, where acting it out helps us both
534
1639000
4000
及角色扮演，演出可帮助我们对
27:39
to have more empathy for the situations in which we’re designing,
535
1643000
3000
我们的设计情境更同感，
27:42
and to create services and experiences
536
1646000
3000
及创立服务和体验，
27:45
that are seamless and authentic.
537
1649000
4000
使它顺畅无缝、真实可靠。
27:49
Thank you very much. (Applause)
538
1653000
1000
谢谢大家。
ABOUT THE SPEAKER
Tim Brown - DesignerTim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface.
Why you should listen
Tim Brown is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas -- they call it "design thinking."
IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.
IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes. And check out the Global Chain Reaction for a sample of how seriously this firm takes play.
Curious about design thinking? Sign up for an IDEO U design thinking course or check out this free toolkit: Design Thinking for Educators.
Tim Brown | Speaker | TED.com