TEDWomen 2010
Halla Tómasdóttir: A feminine response to Iceland's financial crash
Halla Tomasdottir：一個女性怎樣面對冰島的金融危機
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Halla Tomasdottir展示如何運用五種傳統的“女性“的價值觀法去管理自己的公司(Audur Capital)並通過冰島的金融風暴。在TEDWomen，她談到這些價值觀和平衡的重要性。
Halla Tómasdóttir - Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Double-click the English transcript below to play the video.
00:15
It sure used to be a lot easier to be from Iceland,
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我可以肯定倘若從冰島到來現在是比較方便的，
00:18
because until a couple of years ago,
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因為，直到幾年之前，
00:20
people knew hardly anything about us,
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幾乎沒有人知道任何關於我們的事情,
00:22
and I could basically come out here
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我來到這裡，基本上
00:24
and say only good things about us.
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只說對我們好的東西。
00:26
But in the last couple of years
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但在過去數年
00:28
we've become infamous for a couple of things.
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我們發生了一連串臭名昭著的事情。
00:31
First, of course, the economic meltdown.
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首先，當然是經濟崩潰。
00:34
It actually got so bad
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它實在糟得
00:36
that somebody put our country up for sale on eBay.
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以至有人把我們的國家註冊在eBay上出售。
00:39
(Laughter)
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（笑聲）
00:41
Ninety-nine pence was the starting price
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99便士是起拍價
00:43
and no reserve.
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沒有保留.
00:46
Then there was the volcano
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然後有火山爆發
00:48
that interrupted the travel plans
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打斷了你的旅行
00:50
of almost all of you and many of your friends,
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和朋友所計劃的一切
00:53
including President Obama.
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包括美國總統奧巴馬。
00:55
By the way, the pronunciation
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順便說一下,發音的方式
00:57
is "Eyjafjallajokull."
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是"Eyjafjallajokull."
00:59
None of your media got it right.
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你們的媒體沒有一個能發音正確。
01:01
(Laughter)
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（笑聲）
01:03
But I'm not here to share these stories
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但我在這裡並不是為了
01:05
about these two things exactly.
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分享這兩個故事;
01:07
I'm here to tell you the story of Audur Capital,
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我要告訴你關於Audur Capital的故事;
01:09
which is a financial firm founded by me
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一家由我和 Kristin成立的金融公司
01:11
and Kristin -- who you see in the picture --
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--正如您在圖片中看到的--
01:13
in the spring of 2007,
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在2007 年，春天
01:16
just over a year before the economic collapse hit.
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於經濟崩潰前的僅僅一年多。
01:19
Why would two women
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為什麼兩個婦女,
01:21
who were enjoying successful careers in investment banking
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在投資銀行
01:23
in the corporate sector
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的企業部門有成功事業
01:25
leave to found a financial services firm?
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選擇離開公司去創立一個金融服務公司?
01:28
Well let it suffice to say
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足以讓我們說:
01:31
that we felt a bit overwhelmed
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我們覺得有能力征服
01:34
with testosterone.
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那些睪丸酮(男人).
01:36
And I'm not here to say
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這並非代表
01:38
that men are to blame for the crisis
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男人是金融危機
01:40
and what happened in my country.
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和我們國家發生的事情的罪魁禍首.
01:42
But I can surely tell you that in my country,
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但我可以肯定告訴你，在我的國家，
01:44
much like on Wall Street and the city of London and elsewhere,
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就像在華爾街和倫敦金融城或其他地方，
01:47
men were at the helm
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男人都是
01:49
of the game of the financial sector,
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金融部門的遊戲掌舵人.
01:51
and that kind of lack of diversity
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而這種缺乏多樣性
01:54
and sameness
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和單調
01:56
leads to disastrous problems.
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導致災難性的問題發生.
01:58
(Applause)
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(掌聲)
02:01
So we decided, a bit fed-up with this world
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所以我們決定,有點背道而馳
02:04
and also with the strong feeling in our stomach
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及我們心底也強烈的感到
02:07
that this wasn't sustainable,
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這是不可持續的,
02:09
to found a financial services firm
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對創立一個金融服務公司,
02:11
based on our values,
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基於我們的價值觀.
02:14
and we decided to incorporate feminine values
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所以我們決定把女性的價值觀
02:17
into the world of finance.
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融入金融的世界.
02:19
Raised quite a few eyebrows in Iceland.
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在冰島甚小數人贊同的.
02:21
We weren't known
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我們不知道
02:23
as the typical "women" women
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應否作為典型的婦女,
02:25
in Iceland up until then.
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直到那時為止.
02:27
So it was almost like coming out of the closet
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所以這些都是公開承認秘密
02:30
to actually talk about the fact that we were women
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其實談談我們是婦女的事實
02:32
and that we believed that we had a set of values
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而且我們相信，我們有一組價值觀
02:34
and a way of doing business
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和經營方式
02:37
that would be more sustainable
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去令我們相比過往的經驗
02:39
than what we had experienced until then.
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而發展得更為持續的.
02:43
And we got a great group of people to join us --
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而且有一個偉大的團隊加入了我們 --
02:45
principled people with great skills,
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有原則以及極大的技能的人，
02:48
and investors with a vision
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和具有遠見和價值觀
02:50
and values to match ours.
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的投資者以配合我們。
02:52
And together we got through the eye of the financial storm in Iceland
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和我們一起通過了金融風暴
02:55
without taking any direct losses to our equity
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我們的股票或基金的客戶在冰島
02:58
or to the funds of our clients.
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沒有任何直接損失.
03:00
And although I want to thank
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雖然我要感謝
03:02
the talented people of our company
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我們公司的人才
03:04
foremost for that --
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最重要的是--
03:06
and also there's a factor of luck and timing --
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也有運氣和時機的因素--
03:09
we are absolutely convinced
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我們完全相信，
03:11
that we did this because of our values.
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我們這樣做是因為這是我們的價值觀。
03:14
So let me share with you our values.
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因此，讓我與你分享我們的價值觀。
03:17
We believe in risk awareness.
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我們相信風險意識。
03:19
What does that mean?
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這是什麼意思？
03:21
We believe that you should always understand the risks that you're taking,
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我們相信您始終了解你所承受的風險,
03:24
and we will not invest
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和我們不會投資
03:26
in things we don't understand.
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於我們不了解的事情上。
03:28
Not a complicated thing.
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這並不是一個複雜的事情。
03:30
But in 2007,
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不過於2007年,
03:32
at the height of the sub-prime
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它是在高度的次貸
03:35
and all the complicated financial structures,
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和所有複雜的財務結構，
03:37
it was quite opposite
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這是截然相反的
03:39
to the reckless risk-taking behaviors
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我們在市場看到
03:42
that we saw on the market.
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魯莽的冒險行為。
03:44
We also believe in straight-talking,
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我們相信有話直說，
03:46
telling it as it is,
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告訴它，它是，
03:48
using simple language that people understand,
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使用簡單被人瞭解的語言,
03:51
telling people about the downsides
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告訴人們談論的缺點
03:53
as well as the potential upsides,
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以及潛在的不相上下，
03:56
and even telling the bad news that no one wants to utter,
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甚至講沒有人願意說出的壞消息，
03:59
like our lack of belief in the sustainability
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就像我們對於冰島的金融業務
04:01
of the Icelandic financial sector
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持續的失去信任.
04:03
that already we had
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這已經
04:05
months before the collapse hit us.
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就在崩潰的幾個月前
04:07
And, although we do work in the financial sector,
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而且，我們工作的金融部門，
04:10
where Excel is king,
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是以Excel為王，
04:12
we believe in emotional capital.
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我們相信情緒資本。
04:15
And we believe
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我們相信
04:17
that doing emotional due diligence
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情緒和勤奮
04:19
is just as important
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是同樣重要
04:21
as doing financial due diligence.
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因為做財務須要盡職。
04:25
It is actually people
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實際上是人們
04:27
that make money and lose money,
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賺錢和賠錢,
04:29
not Excel spreadsheets.
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而不是一張Excel電子表格。
04:33
(Applause)
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(掌聲)
04:35
Last, but not least,
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最後，但並非最不重要，
04:37
we believe in profit with principles.
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我們相信利潤與原則;
04:39
We care how we make our profit.
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我們關心如何賺取我們的利潤。
04:41
So while we want to make economic profit for ourselves and our customers,
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所以當我們想為我們和我們的客戶賺取經濟利潤,
04:44
we are willing to do it with a long-term view,
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我們需要有長遠眼光。
04:47
and we like to have a wider definition of profits
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而且我們希望對利潤有一個更廣泛的定義
04:50
than just the economic profit in the next quarter.
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不只是在下一季度的經濟利潤。
04:53
So we like to see profits,
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因此當我們投資,我們希望看到利潤，
04:55
plus positive social
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加上積極的社會
04:57
and environmental benefits, when we invest.
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和環境效益。
05:00
But it wasn't just about the values,
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但它不只是價值，
05:02
although we are convinced that they matter.
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雖然我們深信這是很重要。
05:04
It was also about a business opportunity.
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它也是一個商機。
05:06
It's the female trend, and it's the sustainability trend,
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這是女性的趨勢，它也是可持續發展的趨勢，
05:09
that are going to create
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這將創建
05:11
some of the most interesting investment opportunities
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這將創造出一些最有趣的投資機會，
05:13
in the years to come.
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在未來的日子。
05:15
The whole thing about the female trend
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關於女性的趨勢的整件事
05:17
is not about women being better than men;
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不是說女人比男人更好,
05:19
it is actually about
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它實際上是
05:21
women being different from men,
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對婦女與男子不同的是，
05:23
bringing different values and different ways to the table.
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表現出不同的價值觀和不同的方式。
05:26
So what do you get? You get better decision-making,
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所以你得到了什麼？您得到更好的決策。
05:29
and you get less herd behavior,
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你會得到更少的從眾行為。
05:31
and both of those things hit your bottom line
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那些東西都達到您的底線
05:34
with very positive results.
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和帶著非常積極的成果。
05:37
But one has to wonder,
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但是人們想知道，
05:39
now that we've had this financial sector collapse upon us in Iceland --
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在冰島已經有這樣的金融機構倒閉後--
05:42
and by the way, Europe looks pretty bad right now,
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另一方面，歐洲現在看起來非常糟糕。
05:45
and many would say that you in America
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且有許多人說美國
05:47
are heading for some more trouble as well.
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正在同樣走向一些問題。
05:50
Now that we've had all that happen,
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我們已經發生了這種情況，
05:52
and we have all this data out there
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所有數據，
05:54
telling us that it's much better to have diversity
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都告訴我們
05:56
around the decision-making tables,
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作多樣性的決策是比較好的,
05:58
will we see business and finance change?
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我們將看到業務和財務改變嗎？
06:01
Will government change?
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政府是否會改變？
06:03
Well I'll give you my straight talk about this.
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我會給你我的直接談論這一點。
06:06
I have days that I believe,
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我有相信的日子,
06:08
but I have days that I'm full of doubt.
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但我也有充滿疑問的一天。
06:11
Have you seen the incredible urge out there
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你見過令人難以置信的衝動
06:14
to rebuild the very things that failed us?
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去重建失敗的事物嗎？
06:17
(Applause)
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(掌聲)
06:19
Einstein said
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愛因斯坦說
06:21
that this was the definition of insanity --
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瘋狂的定義是 --
06:24
to do the same things
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做同樣的事
06:26
over and over again,
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一遍又一遍，
06:28
hoping for a different outcome.
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希望能得出不同的結果。
06:31
So I guess the world is insane,
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所以我猜這個世界是瘋狂的，
06:33
because I see entirely too much
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完全是因為我看到太多
06:35
of doing the same things over and over again,
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一遍又一遍的做同樣的事情，
06:38
hoping that this time it's not going to collapse upon us.
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希望這一次它不會使我們崩潰。
06:41
I want to see more revolutionary thinking,
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我希望看到更多革命性的思想。
06:44
and I remain hopeful.
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而我仍然抱有希望。
06:46
Like TED, I believe in people.
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像 TED，我相信人。
06:48
And I know that consumers
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我知道消費者
06:50
are becoming more conscious,
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變得更加自覺，
06:52
and they are going to start voting with their wallets,
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他們將開始用錢包投票，
06:55
and they are going to change the face
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他們將從外改變
06:57
of business and finance from the outside,
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商業和金融，
06:59
if they don't do it from the inside.
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如果他們不從內部改變。
07:02
But I'm more of the revolutionary,
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但是我相比改革者
07:05
and I should be; I'm from Iceland.
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做得更多;因為我來自冰島。
07:07
We have a long history
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我們有一個歷史悠久
07:09
of strong, courageous, independent women,
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強而有力的、 勇敢的、 獨立的婦女團,
07:12
ever since the Viking age.
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自從維京時代起。
07:14
And I want to tell you when
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我還要告訴你
07:16
I first realized that women matter to the economy
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當我第一次意識到經濟
07:18
and to the society,
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和社會上的婦女問題。
07:20
I was seven -- it happened to be my mother's birthday --
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我當時七歲 -- 恰好是我母親的生日 --
07:22
October 24, 1975.
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1975年10月24日。
07:25
Women in Iceland took the day off.
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冰島的婦女放了一天假期。
07:28
From work or from home, they took the day off,
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從工作或從家裡，她們都在休假，
07:31
and nothing worked in Iceland.
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而冰島什麼都運作不了。
07:33
(Laughter)
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(笑聲)
07:36
They marched into the center of Reykjavik,
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他們遊行到 Reykjavik 的中心，
07:38
and they put women's issues onto the agenda.
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他們把婦女的問題放上了議事日程。
07:41
And some say this was the start of a global movement.
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有人說這是全球性的運動的一個開始。
07:44
For me it was the start of a long journey,
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對我來說這是一個漫長旅程的開始，
07:47
but I decided that day to matter.
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但我決定做這一天的事。
07:50
Five years later,
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五年之後,
07:52
Iceland elected Vigdis Finnbogadottir as their president --
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Vigdis Finnbogadottir 當選為冰島人的總統--
07:55
first female to become head of state,
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成為第一位女性國家元首，
07:58
single mom,
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單身母親，
08:00
a breast cancer survivor
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乳癌倖存者，
08:02
who had had one of her breasts removed.
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她有一邊乳房被切除。
08:04
And at one of the campaign sessions,
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並在一個會議上，
08:06
she had one of her male contenders
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她被一位男性競爭者
08:09
allude to the fact that she couldn't become president --
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暗示她不能成為總統;
08:11
she was a woman, and even half a woman.
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她是個女人，甚至是半個女人。
08:15
That night she won the election,
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那天晚上她在大選中獲勝，
08:17
because she came back --
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因為她回來了 --
08:19
not just because of his crappy behavior --
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不僅僅是因為他卑劣的行為 --
08:22
but she came back and said,
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但她回來，還說，
08:25
"Well, I'm actually not going to breastfeed the Icelandic nation;
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“嗯，我其實不打算哺乳冰島國會，
08:28
I'm going to lead it."
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我要領導他們。“
08:30
(Applause)
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(掌聲)
08:34
So I've had incredibly many
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所以有許多令人難以置信的
08:37
women role models
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女性角色模式
08:39
that have influenced who I am and where I am today.
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從過去到今天在影響我。
08:41
But in spite of that,
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但雖然如此，
08:43
I went through the first 10 or 15 years of my career
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我的第一個10年或15年
08:45
mostly in denial of being a woman.
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的職業生涯是經常拒絕做女人的。
08:48
Started in corporate America,
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從美國公司開始，
08:50
and I was absolutely convinced
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我是絕對相信
08:52
that it was just about the individual,
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這只是關於個人，
08:54
that women and men would have just the same opportunities.
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婦女和男人會有平等的機會。
08:57
But I've come to conclude lately
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但我來最近得出結論，
08:59
that it isn't like that.
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它不是那樣。
09:01
We are not the same,
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我們是不一樣的。
09:03
and it's great. Because of our differences,
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而這很好 -- 因為我們的不同，
09:05
we create and sustain life.
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使我們創建和維持生命。
09:07
So we should embrace our difference and aim for challenge.
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因此，我們應該接受自己的差異與及瞄準挑戰。
09:10
The final thought I want to leave with you
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最後我想留給你們的
09:12
is that I'm fed up with this tyranny
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是我已經受夠了這種
09:14
of either/or choices in life --
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對於生活選擇非一即二的專橫 --
09:16
either it's men or it's women.
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不管它是男人，或是婦女。
09:19
We need to start embracing the beauty of balance.
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我們需要開始擁抱平衡之美。
09:22
So let's move away
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因此讓我們擺脫,
09:24
from thinking about business here and philanthropy there,
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在這裡做生意和在那裡搞慈善，
09:27
and let's start thinking about
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而讓我們開始思考
09:29
doing good business.
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做一門好生意。
09:31
That's how we change the world. That's the only sustainable future.
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這是我們如何改變世界。這是唯一可持續的未來。
09:34
Thank you.
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謝謝。
09:36
(Applause)
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(掌聲)
ABOUT THE SPEAKER
Halla Tómasdóttir - Change catalystIcelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president.
Why you should listen
Tómasdóttir's philosophy is simple: (1) the challenges we're facing today won't be solved by testosterone alone; (2) the world would be a better, safer, more sustainable place if we could infuse finance, business and politics with more gender balance; and (3) it's easier to change things from the inside.
True to this philosophy, Tómasdóttir co-founded Audur Capital in 2008, the world's first investment firm based on "feminine values." Audur was one of few financial companies in Iceland to survive the crash. Tómasdóttir has since been an active change catalyst, advocating for principle-based leadership and more women around decision-making tables.
In 2016, responding to popular demand (and a viral Facebook campaign), Tómasdóttir ran for president of Iceland. A woman in a man's race. Polls initially put Tómasdóttir as an outsider, predicting 1 percent of the vote. A few weeks later, against all odds, Tómasdóttir came in second supported by 28 percent of Icelanders.
Halla Tómasdóttir | Speaker | TED.com