TED2006
David Pogue: Simplicity sells
David Pogue: "至简畅销"
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纽约时报专栏作者David Pogue批判了技术史上最糟糕的界面设计, 并给出了令人鼓舞的好设计的例子. 为了让内容更有趣, 他还不时开唱.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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语音信箱 我的老朋友♪
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(笑声)
我又打了技术支持电话♪
00:32
I've called for tech support again.
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我没听老板的警告 在周一早上打的♪
00:36
I ignored my boss's warning.
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00:39
I called on a Monday morning.
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现在已是晚上 我的食物先变凉 -- 继而发霉♪
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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我仍被搁置 我正聆听着寂静之声♪
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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我觉得你不明白 我认为你们的电话线无人值守♪
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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我敲打了每个提示的按键♪
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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但我还是被晾了18小时♪
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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你们的软件不但宕了我的Mac♪
01:13
and it constantly hangs and bombs --
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还一直挂起和破坏 -- 擦除了我的ROM! 现在那Mac♪
01:17
it erased my ROMs!
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01:19
Now the Mac makes the sounds of silence.
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发出了寂静之声♪
我在梦中幻想♪
01:25
In my dreams I fantasize
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对你们实施报复♪
01:28
of wreaking vengeance on you guys.
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咒你摩托出了车祸♪
01:32
Say your motorcycle crashes.
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血流成河 你颤抖着♪
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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拨了911 祈祷叫到专业医师 但却叫到了我♪
01:45
But you get me.
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(笑声)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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于是你只听到寂静之声♪
01:52
(Music)
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01:55
(Applause)
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(掌声)
谢谢 晚上好 欢迎来到 --
01:57
Thank you.
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01:59
Good evening and welcome to:
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“见证曾是百老汇伴奏的TED演讲者"
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(笑声)
02:03
(Laughter)
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当我在六年前得到纽约时报专栏的工作时
02:04
When I was offered the Times
column six years ago,
column six years ago,
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有人这样对我说: 你会拿到最酷 最热门 最华丽的新玩意儿
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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每周都会被送到你家
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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你要试用它们 把玩它们 评估它们
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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玩厌了再把它们送回去
你还可以拿到工资 好好想想吧
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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我一直都是个技术控 这工作太棒了
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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然而这工作有个小缺点 那就是
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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我的email地址会出现在每个专栏底部
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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对此我的体会是 -- 首先 你会收到无数email
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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如果你感到孤单
02:42
If you ever are feeling lonely,
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02:44
get a New York Times column,
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就去找份纽约时报专栏的工作 因为你会收到成百
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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上千 上万的email。如今我收到最多的email
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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是有关挫折的
02:52
People are feeling like things --
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人们感到 -- 唔
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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我的屏幕上刚弹出一个通知 好在你们看不到
02:58
Lucky you can't see it.
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人们感到在被淹没 他们觉得有太多技术 更新太快
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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有时候技术是好的
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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但我觉得在支持体系上还做得不够
没有足够的帮助 没有足够的精力被用于
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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设计易用和人们乐于使用的产品
03:12
to make it easy and enjoyable to use.
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有一次我写了篇专栏
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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记录了我呼叫戴尔技术支持的经历
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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不到12小时 纽约时报的网站上就出现了
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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超过700条读者留言。有人说 "我也是!"
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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"这是我的伤心往事"。我称之为软件焦虑
03:30
I call it "software rage."
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老实说 懂得在这种挫折上动脑筋
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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从而赚钱的人会 --
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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哦 那东东怎么出来了? 开玩笑的
(笑声)
03:40
(Laughter)
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那为何这问题越来越严重? 一方面的原因是
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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很讽刺的 因为行业花了大把精力
03:46
because the industry
has put so much thought
has put so much thought
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为了使产品更易于使用
03:49
into making things easier to use.
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我来举个例子
03:51
I'll show you what I mean.
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03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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这是以前计算机界面的样子 DOS
随着时间推移它变得更易于使用
03:57
Over the years, it's gotten easier to use.
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这是原始的Mac操作系统
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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里根还是总统 麦当娜还是黑头发
04:05
And the entire operating system --
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整个操作系统 --
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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这就是好的地方 -- 整个操作系统只有211k
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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Mac OS X的logo都不止211k!
(笑声)
04:15
(Laughter)
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讽刺就在于 当这些东西变得更易于使用
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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更非技术 更广泛的受众就开始了与其的
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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第一次亲密接触
04:25
with this equipment for the first time.
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我曾有幸在苹果的呼叫中心坐了一天
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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04:32
for a day.
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接线员给了我一个旁听的耳麦
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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那些通话 -- 你知道他们是怎么说的
"为保证服务质量，您的通话可能会被录音"
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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唔唔 您的通话可能会被录音
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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于是他们就能够收集最好玩的小白用户故事
刻成CD分发
04:48
and pass them around on a CD.
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(笑声)
04:50
(Laughter)
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他们真的做了
04:51
Which they do.
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04:52
(Laughter)
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(笑声)
我有份拷贝
04:54
And I have a copy.
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04:55
(Laughter)
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(笑声)
04:56
It's in your gift bag. No, no.
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就在你的礼物包里。不不
里面有你的声音
04:58
With your voices on it!
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有些故事堪称经典 然而也非常容易理解
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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一位女性向苹果抱怨说
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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她的鼠标在吱吱叫 -- 发出嘎吱嘎吱的响声
05:09
Making a squeaking noise.
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技术人员问 "女士, 您的鼠标在吱吱叫是什么意思?"
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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她说 "我只知道
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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我让它在屏幕上动得越快它就叫得越响"
05:17
the faster I move it across the screen."
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(笑声)
05:19
(Laughter)
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技术人员又问 "女士, 您把鼠标贴在屏幕上动?"
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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她说 "提示里讲, '点此处继续.'"
(笑声)
05:29
(Laughter)
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05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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如果你们喜欢那个故事...还剩多少时间?
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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另一个男人的真实故事!
他的电脑宕机了 他告诉技术人员
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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他无法重启电脑 不管他输入多少次11
技术人员说 "啥? 您为啥要输入11?" 他说,
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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"提示里讲, '错误输入（类型）11.'"
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(笑声)
因此我们必须承认我们无法指责用户
05:57
So, we must admit
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06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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但是为何技术超载危机
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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复杂度危机 正在加速呢? 在硬件行业中
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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因为我们消费者希望东西更小 更小 更小
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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因此那些小玩意儿也变得越来越小
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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但我们的手指还是原来大小
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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因此行业正不断面临挑战
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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软件行业则面临另一个问题
强制发布越来越多的版本
06:24
the mandate to release
more and more versions.
more and more versions.
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06:27
When you buy a piece of software,
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如果你买了个花瓶 或是块糖
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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你可以拥有它. 但如果是软件
则更像是加入俱乐部 每年缴纳会费
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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于是每年 他们都会说
06:35
and every year, they say,
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06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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"我们加入了更多功能, 只卖$99."
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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我认识有人多年来单在Photoshop上就花了$4000
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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软件公司将它们收益的35%
用于这些软件升级
06:48
from just these software upgrades.
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我称之为 软件升级佯谬 --
06:50
I call it the Software Upgrade Paradox --
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当你增强一个软件足够多次
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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你最终会毁了它
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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我是说 Microsoft Word仅仅是一个文字处理器的时代
还要追溯到艾森豪威尔
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(笑声)
07:05
But what's the alternative?
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但替代方案在哪? 微软实际做过这个实验. 他们说
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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"等等. 每个人都抱怨说我们加入了太多特性
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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让我们做一个单纯的文字处理器
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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简单, 纯粹, 不编辑网页, 不是数据库."
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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于是就有了 Microsoft Write
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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你们中没人知道它 因为它已死
07:25
It tanked. No one ever bought it.
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它被打入冷宫 没人买过它
07:27
I call this the Sport Utility Principle.
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我称之为 运动器械原则. 人们喜欢将自己包围在
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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非必须的能力中
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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他们不需要数据库和网站 但是他们会想
"好, 我要升级, 因为我或许有一天会需要它!"
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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问题是 当你加入更多特性 它们会在哪儿?
你会把它们放在哪里? 你有那么多设计工具
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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你可以做出按钮 滑块 弹出菜单 子菜单
07:53
But if you're not careful
about how you choose,
about how you choose,
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但如果你不仔细选择的话 就会变成这样
07:56
you wind up with this.
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07:57
(Laughter)
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(笑声)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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这是张未加修饰的 -- 不是笑话 -- 未加修饰的Microsoft Word的照片
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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你们都有的版本 打开了所有的工具条
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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显然你们从未打开过所有工具条
你们用于输入的就只是这~么小个窗口
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(笑声)
我们已进入了界面矩阵时代
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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有那么多特性和选项 你不得不做出2维的
08:23
you have to do two dimensions, you know:
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垂直的和水平的. 你们都抱怨过
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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为什么Microsoft Word总是自动为列表加项目符号 为链接加下划线
08:31
and underlining your links automatically.
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关闭选项就在某处
08:33
The off switch is in there somewhere.
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我说真的 就在某处
08:36
I'm telling you -- it's there.
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设计一个简单界面的艺术 部分在于
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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知道何时使用何种特性
这是Windows 2000的注销对话框
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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只有4个选项
08:48
There are only four choices,
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但为何是在弹出菜单里?
08:50
so why are they in a pop-up menu?
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屏幕上剩下的地方并非满是其他组件
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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使得你需要折叠选项
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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他们其实可以把选项放到外面
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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这是苹果的同一个对话框
09:04
(Applause)
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(掌声)
谢谢 -- 是我设计了这个对话框. 不不不
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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我们已经看到苹果和微软
对于软件设计有着相当不同的方法
09:12
have a severely divergent
approach to software design.
approach to software design.
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微软达到简单的方法是
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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拆分 采用更多的步骤
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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于是这些向导变得到处都是
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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你们知道 新版本的Windows今年秋天推出
如果他们继续这么做 没人知道
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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他们会做成什么样
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(掌声)
09:35
(Laughter)
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09:36
(Applause)
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欢迎来到 输入一个单词 向导. 好吧 让我们点"下一步"继续
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(掌声)
09:48
(Applause)
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从下拉菜单中, 选择您要输入的第一个字母. 恩
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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(笑)
09:53
(Laughter)
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09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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因此我们做事要有限度 但答案在哪?
09:58
So what is the answer?
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如何才能将所有这些特性以简单 智能的方式包装起来?
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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10:03
I believe in consistency, when possible,
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我信仰 "保持一致"
"真实对等" "使用回收站" "使用标注"
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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但我请求在场的设计师们
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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打破这些规则 如果它们抵触了最大一条规则
10:16
which is intelligence.
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那就是"智能". 什么意思呢?
10:17
Now what do I mean by that?
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我会举一些例子 说明智能让某些事物
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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失去一致 但却更好
比如你在网上购物 你需要输入你的地址
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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以及你所在的国家 好了
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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世界上有200多个国家. 我们常说互联网是地球村
10:31
There are 200 countries in the world.
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10:33
We like to think of the Internet
as a global village.
as a global village.
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对不起 它还不是
10:35
I'm sorry; it's not one yet.
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主要是美国 欧洲和日本
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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但为何美国在"U"字部?
10:39
So why is "United States" in the "U"s?
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(笑声)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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你得要滚动7个屏才能找到它
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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虽然把美国放在第一位会不一致
10:49
but it would be intelligent.
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但这显得智能. 另一个老故事
10:51
This one's been touched on before,
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看在上帝的份上 为何关闭一台Windows PC时
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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要点"开始"按钮?
11:00
(Laughter)
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(笑声)
另一个我经常说的故事: 你有一台打印机
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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大多数时候 你只想打印文档的一份拷贝
11:11
in page order, on that printer.
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按照页码顺序排列
看在上帝的份上 为何每次打印时你都会看到这个?
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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看上去就像747的驾驶舱
(笑声)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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看这里底部的按钮 还不是"打印"
(笑声)
11:26
(Laughter)
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11:30
(Applause)
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(掌声)
我不是说苹果是唯一一家
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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将简单视为信条的公司
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm也是 尤其是在过去 精于此道
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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我曾在90年代Palm鼎盛时去作过演讲
结束后 我遇到一位员工
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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他说 "很精彩" 我说 "谢谢, 你是做什么的?"
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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他说 "我是点击计数员"
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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我说 "你是啥?" 他说 "我们的CEO Jeff Hawkins说
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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任何在Palm Pilot上的任务如果需要超过3次点击
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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那就太长了, 需要重新设计.' 所以我是点击计数员."
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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12:04
So I'm the tap counter."
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我来举个例子 如果一个公司没有
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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点击计数员
12:10
(Laughter)
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这是Microsoft Word. 当你需要创建一个新文档
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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-- 这是能做到的!
12:17
it could happen.
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(笑声)
12:18
(Laughter)
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你到"文件"菜单里选择"新建"
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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选了"新建"后会发生什么? 你得到新文档了么?
12:29
Do you get a new blank document?
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没有
12:31
You do not.
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在显示器的另一端 出现了一个任务栏
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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在这些链接之中 -- 不是在顶部 顺带一提 --
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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有一个按钮会创建新文档
这就是不计算点击数的公司
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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你们知道 我不想只是站在这里取笑微软
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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听众: 继续
David Pogue: 当然
12:53
Yes, I do.
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(笑声)
12:54
(Laughter)
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12:55
(Applause)
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(掌声)
比尔盖茨之歌!
12:59
The Bill Gates song!
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13:00
(Piano music)
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我一直是个geek 我写了第一个DOS♪
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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我把我的软件和IBM绑在一起♪
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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我拿利润 他们拿亏损♪
13:16
(Laughter)
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(笑声)
我的代码让全世界运转♪
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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我向每个人收专利费♪
13:24
I'm getting royalties from everyone.
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有时代码是垃圾 但媒体都已被忽悠♪
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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你买硬件 我卖代码♪
13:33
You buy the box; I'll sell the code.
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每个软件公司都在做微软的研发♪
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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这年头你无法独享好点子♪
连Window也是个hack 松散地基于Mac♪
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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因为它又大又慢 你没有其他选择 我不是为了受赞扬而工作♪
13:55
I'm not doing this for praise.
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我的代码适用于今天的世界♪
13:58
I write the code
that fits the world today.
that fits the world today.
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各方面都平庸♪
14:03
Big mediocrity in every way.
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我们已进入行星统治模式♪
14:07
We've entered planet domination mode.
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14:11
You'll have no choice; you'll buy my code.
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你没有选择 只能买我的代码♪
14:17
I am Bill Gates and I write the code.
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我是比尔盖茨 我写了代码♪
14:24
(Applause)
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(掌声)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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但事实上 我相信有两个微软
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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旧的一个 要为Windows和Office负责
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
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他们渴望将旧东西扔掉 从头再来
但他们不能. 他们被锁住了 因为那么多插件
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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和其他公司的东西都被锁在了1982年的底盘里
14:46
locks into the old 1982 chassis.
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但也有一家新的微软
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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做着好而简单的界面设计
我喜欢Media Center PC. 我喜欢微软的SPOT手表
14:54
I liked the Media Center PC.
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14:55
I liked the Microsoft SPOT Watch.
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这种无线手表可悲地在市场中受挫
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
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但这不是因为它的设计简单和美观
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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这样说吧 你会买个手表
15:03
But let's put it this way:
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每个月付$10 每晚都要跟你的手机一样充电
15:04
would you pay $10 a month to have a watch
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15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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当你离开你的区域代码时就会罢工么?
15:10
and stops working
when you leave your area code?
when you leave your area code?
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15:13
(Laughter)
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(笑声)
迹象表明复杂度危机只会变得更糟
15:15
So, the signs might indicate
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15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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还有希望吗? 屏幕正变得更小
15:21
So is there any hope?
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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人们正在启蒙 把手册放进盒子里
15:25
putting manuals in the boxes,
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新事物出现得越来越快
15:27
things are coming out at a faster pace.
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15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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有意思的是 -- 当史蒂夫乔布斯1997年回到苹果
是在离开了12年之后 在MacWorld展会上
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
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他站到台上 穿着那套黑色圆领毛衣和牛仔裤
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
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他做了这个动作. 人群沸腾了
15:39
and he sort of did this.
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15:40
The crowd went wild,
but I had just seen --
but I had just seen --
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15:42
I'm like, where have I seen this before?
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但我在想 我在哪里见过这个? 我刚看过电影"贝隆夫人" --
15:44
I had just seen the movie "Evita" --
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15:46
(Laughter)
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(笑声)
15:49
with Madonna,
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-- 麦当娜主演. 你知道 我得为史蒂夫乔布斯唱上一曲
15:50
and I'm like, you know what?
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15:52
I've got to do one about Steve Jobs.
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15:55
(Music)
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这不会简单. 你会认为我奇怪♪
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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15:59
(Laughter)
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当我尝试解释为何我回来了♪
16:01
When I try to explain why I'm back,
332
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在告诉媒体苹果的未来一片黑暗之后♪
16:03
after telling the press
Apple's future is black.
Apple's future is black.
333
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你不会相信我♪
16:06
You won't believe me.
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你所看到的只是个在车库发家的小屁孩♪
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
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16:13
with only a buddy named Woz.
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和一个叫Woz的兄弟一起♪
16:16
(Laughter)
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(笑声)
你试试跟"车库"押韵!
16:18
You try rhyming with garage!
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(笑声)
16:20
(Laughter)
339
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16:22
Don't cry for me, Cupertino.
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别为我哭泣 库比蒂诺♪
(笑声)
16:25
(Laughter)
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我从未离开你们♪
16:26
The truth is, I never left you.
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(笑声)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
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我知道了内情 找到了诀窍♪
我在皮克斯发了财♪
16:33
I made a fortune over at Pixar.
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16:36
(Laughter)
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(笑声)
别为我哭泣 库比蒂诺. 我仍有动力和远景♪
16:37
Don't cry for me, Cupertino.
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2651
16:40
I've still got the drive and vision.
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我仍不管季节穿拖鞋. 只不过眼下♪
16:44
I still wear sandals in any weather.
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16:47
It's just that these days,
349
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1981
16:49
they're Gucci leather.
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它们是古资牌的♪
16:51
(Laughter)
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(笑声)
16:53
(Applause)
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6908
(掌声)
17:01
Thank you.
353
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1158
17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
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谢谢. 史蒂夫乔布斯一直都信仰简单
优雅 与美. 事实上
17:07
And the truth is,
355
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1897
我一直有些沮丧 因为美国人明显不识货
17:09
for years I was a little depressed,
356
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2128
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
1006620
2273
17:13
because the Mac had
three percent market share,
three percent market share,
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1008917
2277
因为Mac只有3%市场份额
而Windows有95%
17:16
Windows had 95 percent market share --
359
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1857
人们不认同它的价值
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
360
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2877
17:20
So I was a little depressed.
361
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1791
因此我有些沮丧. 后来我听了阿尔戈尔的演讲 我意识到
17:22
And then I heard Al Gore's talk,
362
1017815
1557
我还不明白沮丧的含义
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
363
1019396
2539
(笑声)
17:26
(Laughter)
364
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后来证明我错了 因为iPod上市了
17:27
But it turns out I was wrong, right?
365
1023000
1737
17:29
Because the iPod came out,
366
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1733
它打破了所有常识
17:31
and it violated every bit
of common wisdom.
of common wisdom.
367
1026518
2618
其他的产品更便宜 其他的产品有更多特性
17:33
Other products cost less;
other products had more features,
other products had more features,
368
1029160
2976
有录音和FM调频
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
369
1032160
2737
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
370
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3222
其他产品有微软的开放标准支持
而不是苹果的私有标准
17:42
not Apple's propriety standard.
371
1038167
1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
372
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2572
但是iPod赢了! 这是人们想要的
教训是: 至简畅销
17:47
The lesson was: simplicity sells.
373
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2263
17:49
And there are signs that the industry
is getting the message.
is getting the message.
374
1044788
2874
有迹象表明整个行业正在接受这个信息
有家小公司在简单和优雅方面做得非常好
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
375
1047686
3591
Sonos -- 它正在赶上
17:56
The Sonos thing -- it's catching on.
376
1051301
1739
我这里有些例子. 近期出现的真正酷
17:57
I've got just a couple examples.
377
1053064
1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
378
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3676
和优雅的点子
18:03
When you have a digital camera,
379
1058486
1953
当你有台数码相机 你会如何将照片放回电脑中?
18:05
how do you get the pictures
back to your computer?
back to your computer?
380
1060463
3243
要么是把USB线拖来拖去 要么是买个读卡器搬来搬去
18:08
Well, you either haul around a USB cable,
381
1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
382
1066096
2156
不管怎样你都有损失. 而我要做的是
18:13
Either one, you're going to lose.
383
1068276
1587
18:14
What I do is, I take out the memory card,
384
1069887
2459
把记忆卡拿出来 对折 露出USB头
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
385
1072370
5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
386
1077739
2658
插进电脑 卸下照片 再放回相机里
18:25
put it right back in the camera.
387
1080421
1539
我没有任何损失
18:26
I never have to lose anything.
388
1081984
1800
18:28
Here's another example.
389
1083808
1537
这是另一个例子. Chris 你是所有力量的源泉
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
390
1085369
3070
能当下我的电源插座么?
Chris Anderson: 哦好
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
391
1088463
2740
DP: 拿好不要放手. 你可能见过这个:
这是苹果的新笔记本. 这是电源线. 这样把它钩上
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
392
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2421
18:38
This the power cord.
It hooks on like this.
It hooks on like this.
393
1093672
2024
我肯定你们每个人 或是你们的孩子
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
394
1095720
3397
都做过这样的事. 你在走路
18:43
or one of your children.
395
1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
396
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2825
我要把它拉到地上 没关系 这是借来的
18:47
I don't care. It's a loaner.
397
1103189
1336
开始了 喔! 这是磁性的 不会把笔记本拉到地上
18:49
Here we go. Whoa!
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1104549
1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
399
1105756
3069
18:53
(Applause)
400
1108849
4127
(掌声)
18:57
In my very last example --
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1113000
1969
最后的例子 -- 我的很多工作
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
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1114993
3976
都是通过语音识别软件完成的 你们要安静些
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
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1118993
2230
因为这软件很怕生
19:06
because the software is nervous.
404
1121247
1603
使用语音识别软件可以快速处理email 句号
19:08
Speech recognition
software is really great
software is really great
405
1123524
2080
19:10
for doing emails very quickly; period.
406
1125628
2530
比如 我每天要处理上百封邮件 句号
19:12
Like, I get hundreds of them
a day; period.
a day; period.
407
1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
408
1130845
3291
这并不只是单纯的我说它写 句号
我还会使用一项称为语音宏的特性 句号
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
409
1134160
3190
修正 "dissuade". "not just"
19:23
Correct "dissuade."
410
1138920
1182
19:28
Not "just."
411
1143999
1154
好吧 这不是个理想的环境
19:32
Ok, this is not an ideal situation,
412
1147248
1682
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
413
1148954
2539
因为大厅里有回声
要点是 我可以快速回复邮件
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
414
1151517
4236
只需说一个很短的单词 它就会写下
19:40
and having it write out
a much longer thing.
a much longer thing.
415
1155777
2072
很长一段. 如果有人发给我一封粉丝信 我会说
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
416
1157873
2366
"谢谢"
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
418
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2507
(笑声)
19:48
(Laughter)
419
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1001
19:49
(Applause)
420
1165000
2976
(掌声)
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
421
1168000
4438
相反的 如果有人给我发攻击信 -- 我每天都会收到 --
19:57
which happens daily --
422
1172462
2302
19:59
I say, "Piss off."
423
1174788
2052
我会说 "滚蛋"
(笑声)
20:04
(Laughter)
424
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1317
20:05
[I admire your frankness ...]
425
1180849
2472
20:08
(Laughter)
426
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1631
20:09
(Applause)
427
1185000
5353
(掌声)
这就是我的小秘密 别告诉其他人
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
428
1190377
2599
20:17
(Laughter)
429
1193000
1115
(笑声)
要点是 这是个真正有趣的故事
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
430
1194139
2837
20:21
This is version eight of this software,
431
1197000
1878
这是软件的第8个版本 你知道他们在第8个版本里放了什么吗?
20:23
and do you know what they put
in version eight?
in version eight?
432
1198902
2198
没有新特性 这在软件史上从未发生过!
20:25
No new features. It's never
happened before in software!
happened before in software!
433
1201124
3062
他们没有加入新特性 他们只是说
20:29
The company put no new features.
434
1204210
1731
20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
435
1205965
3615
“我们要让软件工作正确." 是的
因为多年来人们买了这套软件 尝试使用 --
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
436
1209604
3216
发现只能达到95%的准确率 也就是20个单词里就有1个错的
20:37
95 percent accuracy was all they got,
437
1212844
1801
20:39
which means one in 20 words is wrong --
438
1214669
1896
于是人们把它收进抽屉 让那公司很郁闷
20:41
and they'd put it in their drawer.
439
1216589
1627
20:43
And the company got sick of that,
440
1218240
1580
于是他们说 "这个版本, 除了让它变得非常正确以外
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
441
1219844
2836
我们不会做任何事."
20:47
but make sure it's darned accurate."
442
1222704
1733
于是他们做到了. 这种把事做正确的信仰也在开始传播
20:49
And so that's what they did.
443
1224461
1349
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
444
1225834
2588
我的最终建议 对于你们中那些消费者:
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
445
1228446
3496
记住 如果产品不工作 那不一定是你的错
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
446
1231966
4010
21:00
It could be the design
of the thing you're using.
of the thing you're using.
447
1236000
2334
可能是设计上的问题
在生活中留意好的和不好的设计
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
448
1238358
2788
如果你是创造东西的人 要做到简单很难
21:05
And if you're among the people
who create this stuff:
who create this stuff:
449
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2867
21:08
Easy is hard.
450
1244061
1319
让你的受众预热细节. 计算点击数
21:10
Pre-sweat the details for your audience.
451
1245404
2334
21:12
Count the taps.
452
1247762
1214
21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
453
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2943
记住 难的不是决定加入什么特性 --
21:16
it's deciding what to leave out.
454
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1769
而是决定拿掉什么
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
455
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3197
最好你的动机是: 至简畅销
CA: 赞
21:22
CA: Bravo. DP: Thank you very much.
456
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1667
DP: 谢谢
CA: 非常同意
21:24
CA: Hear, hear!
457
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1151
(掌声)
21:25
(Applause)
458
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2475
ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com