TEDxPittsburgh
Daniel Schnitzer: Inventing is the easy part. Marketing takes work
Daniel Schnitzer: Inventing is the easy part
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Daniel Schnitzer knew that small-scale solar products (like solar-powered LED lightbulbs) could transform the lives of rural Haitians, but found that despite their value, they wouldn't simply sell themselves. At TEDxPittsburgh, he explains how health and energy solutions for the developing world are useless unless the market works too.
(Filmed at TEDxPittsburgh.)
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Double-click the English transcript below to play the video.
00:11
So, without romanticizing this too much:
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以下情境，先不要想地太過浪漫：
00:14
imagine that you light your home
with kerosene and candles every night,
with kerosene and candles every night,
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想像一下，你每天晚上
在家裡點煤油燈和蠟蠋，
在家裡點煤油燈和蠟蠋，
00:18
and that you do all of your cooking
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你作菜時，
都得用木炭燒菜。
00:19
with charcoal.
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00:20
This is how the world's
two billion poorest people
two billion poorest people
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全世界最貧窮的二十億人口在家中
00:23
cook and light their homes every day.
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都用這些方式做菜和照明。
00:25
This isn't just inconvenient,
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這樣不僅不方便，
00:27
this is inefficient,
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還很沒效率、
00:29
it's expensive,
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很昂貴、
00:30
it's harmful to human health,
harmful to the environment,
harmful to the environment,
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對人類健康有害、對環境有害，
00:33
and it's unproductive.
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而且沒生產力。
00:34
And that's energy poverty.
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那是能源上的貧困。
00:36
So let me give you a couple of examples.
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讓我舉幾個例子。
00:38
I work in Haiti,
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我在海地工作，
00:39
where about 80% of the population
lives in energy poverty.
lives in energy poverty.
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在那裡，約 80% 的人口
過著能源貧困的生活。
過著能源貧困的生活。
00:43
The average household
spends 10% of its income
spends 10% of its income
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平均來說，家庭 10% 的收入
00:47
on kerosene for lighting –
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花在照明的煤油上，
00:49
that's an order of magnitude greater
than what the average US household spends
than what the average US household spends
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比美國家庭平均用電來照明的費用
高了一個數量級。
00:54
on electricity to light their homes.
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00:57
The 2008 hurricane season in Haiti caused
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在海地，2008 年的颶風季節造成了
00:59
about one billion dollars in damage.
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大約十億美元的損失。
01:01
That was a sixth of their GDP.
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那是他們的 GDP 的六分之一。
01:04
The damage was so severe
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損失如此嚴重，
01:05
because the primary energy fuel
in Haiti is charcoal,
in Haiti is charcoal,
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原因是因為海地的
主要能源燃料是木炭，
主要能源燃料是木炭，
01:08
which is made from trees,
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木炭是用樹木製造的，
01:10
and has left the country
almost completely deforested.
almost completely deforested.
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所以該國的森林幾乎
已經被砍伐怠盡。
已經被砍伐怠盡。
01:13
Without trees, the country can't absorb
heavy rains and massive flooding,
heavy rains and massive flooding,
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沒有樹木的結果就是，
該國就無法吸收豪雨
該國就無法吸收豪雨
和大量洪水。
01:17
as a result.
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01:19
So in the industrialized world,
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在工業化的世界，
01:20
we built walls that protect us
from the externalities of our energy use;
from the externalities of our energy use;
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我們會建起保護牆，確保我們使用能源
所造成的外部效應不會影響到我們；
所造成的外部效應不會影響到我們；
01:24
we can afford to clean up acute
environmental disasters;
environmental disasters;
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我們負擔得起
重大環境災害後的清潔工程；
重大環境災害後的清潔工程；
01:28
and we can also afford
to adapt to chronic conditions
to adapt to chronic conditions
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我們也能負擔得起
去適應長期的狀況，
去適應長期的狀況，
01:31
like climate change.
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像是氣候變遷。
01:33
That's not the case for Haiti.
They can't afford this.
They can't afford this.
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但海地不是這樣的。
他們負擔不起這些。
他們負擔不起這些。
01:36
The only way they're going to lift
themselves out of energy poverty
themselves out of energy poverty
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若他們想要脫離能源貧困，
只有一個方式，
只有一個方式，
01:39
is by adapting fuels
that are more efficient,
that are more efficient,
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就是要改用更有效、
比較不昂貴、
01:42
that are less expensive,
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對人類健康更有益、對環境更有益，
01:43
that are better for human health,
better for the environment
better for the environment
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且更有生產力的燃料。
01:46
and that are more productive.
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結果發現，那樣的
燃料和技術是存在的，
燃料和技術是存在的，
01:48
So it turns out that those fuels
and technologies exist,
and technologies exist,
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01:50
and this is an example of that.
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這裡有一個例子。
01:52
This is a solar LED lightbulb
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這是一個太陽能 LED 燈泡，
01:55
that we sell for a retail price
of about 10 dollars in rural Haiti.
of about 10 dollars in rural Haiti.
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在海地鄉村地區，
它的零售價大約是十美元。
它的零售價大約是十美元。
對於一般的海地家庭來說，
02:00
That's a payback period
of less than three months
of less than three months
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不到三個月就可以回本了。
02:03
for the average Haitian household.
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02:07
The prescriptions to solve energy poverty
seems pretty straightforward:
seems pretty straightforward:
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要解決能源貧困的藥方似乎很直接：
02:11
you develop these technologies
that have a great return on investment,
that have a great return on investment,
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開發出有高投資報酬率的技術，
02:14
and people should be snatching them up.
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人們就會搶著要。
02:16
But that's not the case.
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但，情況並非如此。
02:18
The first time I ever went down to Haiti
was in August of 2008,
was in August of 2008,
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我第一次去海地是在 2008 年 8 月，
02:21
sort of on a whim,
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一時興起去的，
02:22
and I was fielding surveys
in the rural south of the country
in the rural south of the country
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我在該國的南方鄉間做田野調查，
02:25
to assess the extent of energy poverty.
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評估能源貧困的程度。
02:27
And at night, I would go around sometimes
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晚上，我有時會到處走走，
02:30
and I would speak with the street vendors
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我會和街頭小販交談，
02:32
and see if they were interested
in buying these solar LED lamps.
in buying these solar LED lamps.
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了解一下他們是否會有興趣
買這些太陽能 LED 燈。
買這些太陽能 LED 燈。
02:35
One woman who I encountered
turned down my offer,
turned down my offer,
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我遇到了一位女子，她不想向我買，
02:38
and she said, “Mon chéri,
c'est trop Cher,”
c'est trop Cher,”
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她說：「Mon chéri,
c'est trop Cher。」
c'est trop Cher。」
02:41
which basically means,
“My dear, it's too expensive.”
“My dear, it's too expensive.”
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大致上的意思是
「親愛的，它太貴了。」
「親愛的，它太貴了。」
02:43
But I tried to explain to her,
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但我試著向她解釋：
02:45
“Look, this is going to save you
a lot of money,
a lot of money,
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「聽著，它能幫你省很多錢，
02:47
and it's going to give
you even better light
you even better light
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還能提供你更佳的照明，
02:49
than what you're using
now with the kerosene.”
now with the kerosene.”
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比你現在使用的煤油要好。」
02:52
So I didn't make the sale,
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我沒有銷售成功，
02:53
but I did learn a really important lesson,
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但我學到了很重要的一課：
02:55
which is that technology, products,
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技術、產品都無法終結能源貧困。
02:57
were not going to end energy poverty.
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03:00
Instead, access was going to.
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反而是可取得性才能做到這一點。
03:02
Specifically, there are
two types of access
two types of access
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明確來說，能終止能源貧困的
03:05
that are going to end energy poverty:
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可取得性有兩種：
03:07
there's physical access,
and there's financial access.
and there's financial access.
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實際面和財務面的可取得性。
03:10
So, physical access --
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實際面可取得性是什麼意思？
03:12
what does that mean?
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03:14
It's very expensive for low-income
households in developing countries
households in developing countries
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在開發中國家，對於低收入戶來說，
要到主要的商業中心去，
是非常昂貴的。
是非常昂貴的。
03:18
to reach major centers of commerce.
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03:20
And it's basically impossible for them
to order something off Amazon.com.
to order something off Amazon.com.
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而且，他們基本上是不可能
從亞馬遜訂購商品的。
從亞馬遜訂購商品的。
03:24
“The last mile” is a phrase
that's normally associated
that's normally associated
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「最後一哩」這個詞
通常和電信產業有關聯。
03:27
with the telecommunications industry.
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03:29
It means that last bit
of wire that's necessary
of wire that's necessary
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它意味著，連結客人與服務提供者
03:31
to connect the customer to the provider.
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所必要之線路的最後一小段。
03:33
What we need for ending energy poverty
are last-mile retailers
are last-mile retailers
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若要終結能源貧困，
我們需要的是最後一哩零售商，
我們需要的是最後一哩零售商，
03:39
that bring these clean energy
products to the people.
products to the people.
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它們能把乾淨能源產品帶給人民。
03:42
The kerosene and charcoal value chains
already figured this out:
already figured this out:
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煤油和木炭的價值鏈
已經想通了這一點：
已經想通了這一點：
03:45
those fuels are ubiquitous
across the entire country.
across the entire country.
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那些燃料在全國各地
都是隨手可得的。
都是隨手可得的。
03:48
You can go to the most remote
village in Haiti
village in Haiti
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即到到海地最偏遠的村落，
03:51
and you will find somebody
selling kerosene and charcoal.
selling kerosene and charcoal.
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也能找到有人在販售煤油和木炭。
03:54
So the other type of access: financial.
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另一種可取得性：財務面的。
03:57
We all know that clean energy
products, technologies,
products, technologies,
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我們都知道，乾淨能源產品、技術
通常都有一個特徵，
就是預先要支付的成本較高，
就是預先要支付的成本較高，
04:01
tend to be characterized
by higher upfront costs,
by higher upfront costs,
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04:03
but very low operating costs.
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但運作的成本很低。
04:05
And so in the industrialized world,
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所以，在工業化的世界，
04:07
we have very generous subsidies
that are specifically designed
that are specifically designed
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我們有非常大方的補助金，
專門設計用來
專門設計用來
04:10
to bring down those upfront costs.
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將預先支付的成本降低。
04:12
Those subsidies don't exist in Haiti.
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在海地沒有這種補助金。
04:14
What they do have is microfinance.
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他們有的，是小額貸款。
04:17
But you're going to severely diminish
the value proposition
the value proposition
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但你會嚴重削減你的
乾淨能源產品的價值主張，
乾淨能源產品的價值主張，
04:20
of your clean energy product
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04:21
if you expect somebody in Haiti
to go out, get a microloan,
to go out, get a microloan,
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如果你期望在海地
會有人出門去辦小額貸款，
會有人出門去辦小額貸款，
04:25
go back to the retailer,
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回到零售商那裡，
04:26
and then buy the clean energy product.
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然後購買乾淨能源產品。
04:29
So the prescription to end energy poverty
is much more complicated
is much more complicated
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所以，終止能源貧困的藥方，
並不是只使用產品來解決那麼簡單。
04:33
than simply products.
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04:35
We need to integrate financial access
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我們需要直接將財務可取得性
04:38
directly into new, innovative
distribution models.
distribution models.
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整合到新的創新銷售模型中。
04:42
What does that mean?
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那是什麼意思？
04:43
That means bundling consumer credit
with the retailer.
with the retailer.
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那意味著，針對
零售商建立消費信貸。
零售商建立消費信貸。
04:46
This is really easy
for Bloomingdale’s to do,
for Bloomingdale’s to do,
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這對布魯明黛（百貨）
來說是很容易的，
來說是很容易的，
04:49
but it's not so easy for a rural
sales agent in Haiti to do.
sales agent in Haiti to do.
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但對於海地鄉下的
銷售代理商來說卻不容易。
銷售代理商來說卻不容易。
04:53
We need to redirect cash flows
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我們需要改變現在的現金流方向，
04:56
that are going now
from the diaspora in the United States
from the diaspora in the United States
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從背井離鄉到美國的海地人，
04:59
through Western Union
wire transfers in cash
wire transfers in cash
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透過西聯的現金匯款，
05:02
directly into clean energy products
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直接把乾淨能源產品送回去家鄉，
05:04
that can be delivered to or picked up by
their friends or family in Haiti.
their friends or family in Haiti.
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這些產品能被遞送給他們在海地的
朋友或家人，或讓他們去取貨。
朋友或家人，或讓他們去取貨。
05:08
So the next time you hear
about a technology or product
about a technology or product
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所以，下次當你聽到某項技術或產品
05:11
that's going to change the world,
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將來可以改變世界，
05:13
be a little bit skeptical.
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要抱持一點懷疑。
05:14
The inventor Dean Kamen,
the guy who invented the Segway,
the guy who invented the Segway,
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發明家狄恩卡門，
也就是發明了賽格威（電動車）的人，
也就是發明了賽格威（電動車）的人，
用任何標準來看他都是個天才，
05:18
a genius by any standards,
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05:19
once said that his job is easy,
inventing things is easy,
inventing things is easy,
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他說過，他的工作很容易，
發明東西很容易，
發明東西很容易，
05:25
the hard part is the technology
dissemination --
dissemination --
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困難的部分是科技宣傳，
05:28
it's getting those
technologies and products
technologies and products
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那些科技和產品
05:30
to the people who need it most.
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送到最需要的人手上。
05:32
Thank you.
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謝謝。
05:33
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark InternationalDaniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.
Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speakerDaniel Schnitzer | Speaker | TED.com