TED2009
Seth Godin: The tribes we lead
賽斯．高汀:部落的領導
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賽斯．高汀認為網路終結了大眾行銷，而把人類的社會從個體恢復到以前的"部落"形態。為了宣傳這個理念跟價值，"部落"讓平常人也有能力去領導去做大的改變。他力勸大家快點去做這樣的事。
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:12
So sometimes I get invited to give weird talks.
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有時候，我會被邀請去參加很奇怪的演講。
00:15
I got invited to speak to the people
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有一次，我被邀請去
00:18
who dress up in big stuffed animal costumes
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向穿動物戲服，
00:21
to perform at sporting events.
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在運動場上表演的人演講。
00:24
Unfortunately I couldn't go.
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可惜，我那次不能去。
00:26
But it got me thinking about
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但卻使我去思考，
00:28
the fact that these guys, at least most of them,
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至少這些人大多數都知道
00:31
know what it is that they do for a living.
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自己靠什麼維生。
00:33
What they do is they dress up
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他們裝扮成
00:35
as stuffed animals and entertain people at sporting events.
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動物去娛樂參加大型運動活動的人。
00:39
Shortly after that I got invited
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過不久我又被邀請到
00:41
to speak at the convention of the people
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氣球動物達人的大會上
00:43
who make balloon animals.
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演講。
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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我還是無法去。但他們很吸引人。他們會做氣球動物。
00:48
There is a big schism between the ones who make
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製作吉祥動物與情色動物的人
00:50
gospel animals and porn animals, but --
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很不同。
00:52
(Laughter)
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(笑聲)
00:54
they do a lot of really cool stuff with balloons.
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他們會用氣球做很多很酷的東西，
00:57
Sometimes they get in trouble, but not often.
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有時候會碰上困難，但機會不多。
00:59
And the other thing about these guys
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另外，這些人
01:01
is, they also know what they do for a living.
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也知道自己靠什麼維生，
01:04
They make balloon animals.
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他們做氣球動物。
01:07
But what do we do for a living?
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那我們靠什麼維生呢？
01:09
What exactly to the people watching this do every day?
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那些看這些演講的人每天都做什麼呢？
01:14
And I want to argue that what we do
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我認為我們
01:16
is we try to change everything.
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想要改變一切。
01:19
That we try to find a piece of the status quo --
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我們嘗試尋找現況中，
01:22
something that bothers us, something that needs to be improved,
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一塊惱人的或需要改進的部分。
01:24
something that is itching to be changed -- and we change it.
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某些渴望被改變的東西，然後改變它們。
01:28
We try to make big, permanent, important change.
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我們嘗試進行大型的、永久的、重要的改變，
01:33
But we don't think about it that way.
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可是我們並不這麼想，
01:35
And we haven't spent a lot of time talking about
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也沒有花很多時間去談談，
01:37
what that process is like.
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那是怎樣的過程。
01:40
And I've been studying it for a couple years.
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而我已經研究了兩年，
01:42
And I want to share a couple stories with you today.
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所以，今天想跟大家分享一兩個故事。
01:44
First, about a guy named Nathan Winograd.
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首先，是內森‧溫諾格先生，
01:46
Nathan was the number two person at the San Francisco SPCA.
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他曾是舊金山愛護動物協會的第二號人物。
01:50
And what you may not know about the history of the SPCA
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你可能不清楚愛護動物協會的歷史，
01:52
is, it was founded to kill dogs and cats.
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這協會成立的目的是殺死貓狗。
01:56
Cities gave them a charter
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市政府給他們特許，
01:59
to get rid of the stray animals on the street and destroy them.
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清掃並消滅街上流浪的動物，
02:02
In a typical year four million dogs and cats were killed,
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通常，一年內有400萬隻貓狗被殺，
02:06
most of them within 24 hours of being scooped off of the street.
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大多是在被捉到後24小時內處置。
02:10
Nathan and his boss saw this,
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內森和他的老闆看到這情形，
02:12
and they could not tolerate it.
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覺得無法忍受，
02:14
So they set out to make San Francisco
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於是就決定要讓舊金山
02:16
a no-kill city:
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成為一個禁止殺戮的城市。
02:18
create an entire city
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創造出一個城市，
02:20
where every dog and cat,
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讓所有的貓狗，
02:22
unless it was ill or dangerous,
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除非生病或有危險性，
02:25
would be adopted, not killed.
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否則都會被認養而不是捕殺，
02:27
And everyone said it was impossible.
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所有人都說不可能。
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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內森跟他老闆到市政府申請更改法令，
02:33
And people from SPCAs and humane shelters around the country
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國內所有愛護動物協會和人道收留所的人，
02:36
flew to San Francisco
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都飛到舊金山來，
02:38
to testify against them --
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作證抗議他們。
02:41
to say it would hurt the movement and it was inhumane.
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說內森會破壞整個運動且是不人道的。
02:45
They persisted. And Nathan went directly to the community.
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那些人持續抗議，
02:49
He connected with people who cared about this:
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於是內森直接走向社群，他聯繫那些關心這議題的群眾。
02:51
nonprofessionals, people with passion.
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非專業的人士們、充滿熱情的人，
02:53
And within just a couple years,
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就在短短兩年之內，
02:55
San Francisco became the first no-kill city,
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舊金山變成了第一個禁止殺戮的城市。
03:00
running no deficit, completely supported by the community.
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毫無虧損，完全靠社群的支持運作，
03:04
Nathan left and went to Tompkins County, New York --
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內森接著到紐約的湯金郡去。
03:07
a place as different from San Francisco
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一個跟舊金山不同的地方，
03:09
as you can be and still be in the United States. And he did it again.
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美國沒有地方是一樣的。再次成功地實踐，
03:12
He went from being a glorified dogcatcher
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他從一個被美化的捕犬者，
03:14
to completely transforming the community.
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變成徹底將社群轉型的人。
03:17
And then he went to North Carolina and did it again.
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他到北卡羅來納州去也成功了，
03:19
And he went to Reno and he did it again.
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他到雷諾市去也成功了。
03:22
And when I think about what Nathan did,
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當我想到內森做的事，
03:24
and when I think about what people here do, I think about ideas.
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還有想到這裡的人從事的工作，我就會有一些念頭。
03:27
And I think about the idea that
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我想到要
03:30
creating an idea, spreading an idea
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創造和散播這個念頭
03:32
has a lot behind it.
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背後是需要有很多東西。
03:34
I don't know if you've ever been to a Jewish wedding,
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我不知道各位是否去參加過猶太人的婚禮，
03:37
but what they do is, they take a light bulb
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但是猶太人在婚禮上會拿出一個電燈泡，
03:40
and they smash it.
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然後踩碎它。
03:43
Now there is a bunch of reasons for that, and stories about it.
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這個動作有許多理由和典故，
03:47
But one reason is because it indicates a change,
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這象徵一個改變，
03:50
from before to after.
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從事前到事後。
03:52
It is a moment in time.
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是一個時刻。
03:54
And I want to argue that we are living through
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而我認為現在我們正在經歷，
03:57
and are right at the key moment
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也處在一個關鍵時刻，
03:59
of a change in the way ideas are created
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就是創意的模式在
04:01
and spread and implemented.
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創造散播和實踐中改變了。
04:03
We started with the factory idea:
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我們從工廠的概念開始，
04:06
that you could change the whole world if you had an efficient factory
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如果你有個有效率的工廠，
04:08
that could churn out change.
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就可以改變世界，可以大量生產改變。
04:10
We then went to the TV idea,
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接著是電視概念，
04:12
that said if you had a big enough mouthpiece,
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如果你的大聲公夠大，
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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能夠出現在電視上夠多, 買的廣告夠多，你就會贏。
04:17
And now we're in this new model of leadership,
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現在我們進入一種新的領導模式，
04:21
where the way we make change
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就是要製造改變，
04:24
is not by using money
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並不是用錢，
04:27
or power to lever a system,
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或權力來操縱整個系統，
04:29
but by leading.
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而是靠領導力。
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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讓我告訴你這三種循環。第一個是工廠循環，
04:34
Henry Ford comes up with a really cool idea.
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亨利‧福特有個很酷的想法，
04:38
It enables him to hire men
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這想法令他雇用了
04:40
who used to get paid 50 cents a day
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原本一天只賺五毛錢的人，
04:42
and pay them five dollars a day.
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變成支付他們一天五塊錢。
04:44
Because he's got an efficient enough factory.
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因為他有一個有效率的工廠，
04:46
Well with that sort of advantage
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有了這樣的優勢，
04:48
you can churn out a lot of cars.
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你可以大量生產汽車。
04:50
You can make a lot of change. You can get roads built.
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你能製造許多改變，且讓人們蓋更多馬路，
04:53
You can change the fabric of an entire country.
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你可以改變整個國家的建設。
04:56
That the essence of what you're doing is you need
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這行為的本質是你需要
04:58
ever-cheaper labor,
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愈來愈便宜的人工，
05:00
and ever-faster machines.
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以及愈來愈快的機器。
05:03
And the problem we've run into is, we're running out of both.
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現在的問題是，我們正在失去這兩樣東西，
05:06
Ever-cheaper labor and ever-faster machines.
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更便宜的人工及更快的機器。
05:09
(Laughter)
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(笑聲)
05:14
So we shift gears for a minute,
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於是我們轉換一下方法,
05:17
and say, "I know: television;
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說：我知道可以用電視，
05:20
advertising. Push push.
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打廣告、不斷地推，
05:22
Take a good idea and push it on the world.
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採用一個好點子，然後向世界推銷。
05:25
I have a better mousetrap.
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我有更好的捕鼠器，
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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如果我有足夠的錢來告訴很多人就可以賣很多。
05:31
And you can build an entire industry on that.
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你甚至可因為這個而成立一整個產業，
05:34
If necessary you can put babies in your ads.
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如果有需要你可以用嬰兒做廣告，
05:37
If necessary you can use babies to sell other stuff.
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如果有需要你還可以用嬰兒賣其他東西，
05:40
And if babies don't work, you can use doctors.
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如果嬰兒沒效果, 你可以用醫生。
05:44
But be careful.
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可是要小心，
05:46
Because you don't want to get an unfortunate juxtaposition,
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你可不想有一個不幸的組合，
05:48
where you're talking about one thing instead of the other.
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讓人誤解你的廣告本意。
05:51
(Laughter)
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(笑聲)
05:53
This model requires you to act like the king,
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這模式要求你像國王一樣行動，
05:57
like the person in the front of the room
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像坐在場內前排的人，
05:59
throwing things to the peons in the back.
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將東西丟給後排的勞工一樣。
06:01
That you are in charge, and you're going to tell people
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你掌控全場。你要告訴別人
06:04
what to do next.
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下一步該做什麼。
06:06
The quick little diagram of it is, you're up here,
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用簡單的圖示來看就是，你在最上面，
06:09
and you are pushing it out to the world.
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向世界各處散播訊息。
06:11
This method -- mass marketing --
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這個大眾行銷的方法，
06:14
requires average ideas,
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只需要普通的點子，
06:16
because you're going to the masses,
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因為是用來告訴大眾的，
06:18
and plenty of ads.
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且要用大量的廣告。
06:21
What we've done as spammers
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身為訊息傳播者，
06:23
is tried to hypnotize everyone
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我們嘗試催眠每個人
06:25
into buying our idea,
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來買我們的點子。
06:27
hypnotize everyone into donating to our cause,
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催眠每個人為我們的理想貢獻，
06:29
hypnotize everyone into voting for our candidate.
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催眠每個人投票給我們推舉的候選人 ，
06:32
And, unfortunately, it doesn't work so well anymore either.
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不幸的是，這個方法也不再有效了。
06:37
(Laughter)
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(笑聲)
06:40
But there is good news around the corner -- really good news.
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不過現在有個好消息，很好的消息，
06:45
I call it the idea of tribes.
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我稱之為"部落"的構想。
06:50
What tribes are, is a very simple concept
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"部落"是個很簡單的概念，
06:53
that goes back 50,000 years.
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早在五萬年前就存在了。
06:56
It's about leading and connecting people and ideas.
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關係到領導和連結人們及想法，
07:00
And it's something that people have wanted forever.
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而且一直以來就是人們所渴求的。
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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很多人習慣有靈修部落或教堂部落，
07:07
having a work tribe,
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有個工作部落，
07:09
having a community tribe.
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或社區部落。
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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現在歸功於網路及大眾媒體的爆炸，
07:15
thanks to a lot of other things
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及其他許多
07:17
that are bubbling through our society around the world,
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正在世界各個社會活躍起來，
07:20
tribes are everywhere.
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部落已經無所不在。
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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網路原本該透過連結每個人而把人們同類化，
07:24
Instead what it's allowed is silos of interest.
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相反地，卻允許各種興趣的地盤存在，
07:27
So you've got the red-hat ladies over here.
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於是，在這邊你看到戴紅帽的婦女，
07:29
You've got the red-hat triathletes over there.
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在那邊有戴紅帽的鐵人三項運動選手，
07:32
You've got the organized armies over here.
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這邊有整齊的軍隊，
07:34
You've got the disorganized rebels over here.
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那邊有混亂的造反者，
07:36
You've got people in white hats making food.
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有戴白帽子煮菜的人，
07:38
And people in white hats sailing boats.
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也有戴白帽子航海的人，
07:40
The point is that you can find Ukrainian folk dancers
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重點是，你可以找到烏克蘭土風舞者，
07:43
and connect with them,
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然後，與他們連繫。
07:45
because you want to be connected.
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因為你想跟人有連繫，
07:47
That people on the fringes
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那些在遠處的人
07:49
can find each other, connect and go somewhere.
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可以找到彼此，產生連繫及相約出去。
07:53
Every town that has a volunteer fire department
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每個設有義工消防隊員的城鎮，
07:55
understands this way of thinking.
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都了解這個道理。
07:57
(Laughter)
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(笑聲)
08:03
Now it turns out
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結果證實
08:06
this is a legitimate non-photoshopped photo.
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這真的是沒有經過修圖的照片，
08:09
People I know who are firemen told me that this is not uncommon.
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我認識的消防隊員告訴我這很平常，
08:11
And that what firemen do to train sometimes
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消防隊員在訓練時，有時候
08:14
is they take a house that is going to be torn down,
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會縱火燒一棟即將被拆除的房子，
08:16
and they burn it down instead, and practice putting it out.
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用來練習如何撲火，
08:19
But they always stop and take a picture.
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不過他們中途都會停下來拍照留念。
08:21
(Laughter)
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(笑聲)
08:22
You know the pirate tribe is a fascinating one.
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你知道海盜部落是令人驚奇的一群人，
08:25
They've got their own flag. They've got the eye patches.
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他們有自己的旗幟及獨眼罩，
08:27
You can tell when you're running into someone in a tribe.
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當你遇到部落中的一員你能馬上認出來，
08:30
And it turns out that it's tribes --
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結果證明是部落，
08:32
not money, not factories --
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不是金錢或工廠，
08:34
that can change our world, that can change politics,
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可以改變世界和政治 ，
08:37
that can align large numbers of people.
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可以聯盟一大群人。
08:39
Not because you force them to do something against their will,
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並不是因為你逼迫他們，違背意願行動，
08:43
but because they wanted to connect.
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而是因為他們想要與人連繫，
08:45
That what we do for a living now,
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現在我們可以賴以維生的就是，
08:47
all of us, I think,
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我認為所有人，
08:49
is find something worth changing,
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應該尋找值得改變的東西，
08:51
and then assemble tribes that assemble tribes
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然後召集會召集部落的部落，
08:56
that spread the idea and spread the idea.
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把想法一圈一圈地傳播出去。
08:58
And it becomes something far bigger than ourselves,
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成為比我們自己還要大的組織，
09:00
it becomes a movement.
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最後成為一種運動 。
09:03
So when Al Gore set out
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所以當高爾重新開始
09:05
to change the world again,
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改變世界的時候，
09:08
he didn't do it by himself.
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他並不是靠自己辦到的，
09:10
And he didn't do it by buying a lot of ads.
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也不是靠購買大量的廣告，
09:12
He did it by creating a movement.
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而是靠創造一個運動來達成。
09:15
Thousands of people around the country
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全國有成千上萬的人，
09:17
who could give his presentation for him,
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可以為他做簡報 。
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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因為他不可能每晚出現在100個或200個或500個城市裡，
09:25
You don't need everyone.
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你不需要號召每一個人。
09:28
What Kevin Kelley has taught us is you just need,
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凱文‧凱利教我們的是，你只需要，
09:30
I don't know, a thousand true fans --
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也許一千個忠實的粉絲而已。
09:32
a thousand people who care enough
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一千個真正關心的粉絲，
09:35
that they will get you the next round
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為你帶來下一輪，
09:38
and the next round and the next round.
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下下一輪，再下下一輪。
09:40
And that means that the idea you create, the product you create,
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也就是你所創造的想法、產品
09:43
the movement you create isn't for everyone,
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及運動，並不是創造給每一個人。
09:45
it's not a mass thing. That's not what this is about.
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這不是一個大眾的東西。這不是它的意義
09:47
What it's about instead
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而是關於
09:50
is finding the true believers.
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找到虔誠的信徒。
09:52
It's easy to look at what I've said so far,
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你能輕易明白我剛才所說的，
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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然後說：「等一下, 我沒有那種領導者的特質啊」
09:58
So here are two leaders. They don't have a lot in common.
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這裡有兩位領導者，他們沒有多大的共通點，
10:03
They're about the same age. But that's about it.
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他們年齡相約, 頂多就是這樣而已，
10:07
What they did, though, is each in their own way,
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而他們所做的是以他們各自的方法，
10:10
created a different way
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去創造出不同的模式
10:14
of navigating your way through technology.
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讓你航行在科技之中 。
10:16
So some people will go out and get people to be on one team.
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所以會有人出去找人來參加這一隊，
10:19
And some people will get people to be on the other team.
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也會有人去找人來參加另外一隊。
10:22
It also informs the decisions you make
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當你製造產品或服務時，
10:24
when you make products or services.
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這也會告訴你關於自己做的決定。
10:26
You know, this is one of my favorite devices.
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你知道這是我最喜歡的產品之一。
10:29
But what a shame that it's not organized
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可惜的是，它的組成不是
10:31
to help authors create movements.
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去幫助作家創造一個運動。
10:34
What would happen if, when you're using your Kindle,
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假使你使用電子書Kindle時，
10:36
you could see the comments and quotes and notes
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你可以同時讀到
10:40
from all the other people reading the same book as you in that moment.
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其他正在讀同一本書的人，他們的感想引語及筆記，會如何呢？
10:43
Or from your book group. Or from your friends, or from the circle you want.
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或來自你的讀書會，你的朋友或你想連結的圈子，
10:46
What would happen if authors, or people with ideas
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假使作者或其他有念頭的人，
10:49
could use version two, which comes out on Monday,
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可以使用星期一將上市的第二版。
10:52
and use it to organize people
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利用電子書來集合
10:55
who want to talk about something.
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想要討論的人們，
10:57
Now there is a million things I could share with you about the mechanics here.
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我可以在這裡分享過百種關於這個機制，
11:00
But let me just try a couple.
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不過就讓我試著說一兩個好了。
11:02
The Beatles did not invent teenagers.
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披頭四並沒有創造出青少年 ，
11:05
They merely decided to lead them.
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純粹只決定要領導他們而已 ，
11:08
That most movements, most leadership that we're doing
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大部分我們進行的運動及領導，
11:11
is about finding a group that's disconnected
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都是關於尋找一個尚未連結的群體，
11:13
but already has a yearning --
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但卻有渴望存在。
11:15
not persuading people to want something
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並不是去說服別人渴望得到
11:17
they don't have yet.
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尚未擁有的東西。
11:19
When Diane Hatz worked on "The Meatrix,"
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當黛安海茲著手進行「駭肉任務」，
11:23
her video that spread all across the internet
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整支影片橫掃網路，
11:26
about the way farm animals are treated,
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紀錄農場動物被對待的事實。
11:29
she didn't invent the idea of being a vegan.
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她並沒有發明素食主義者的概念，
11:31
She didn't invent the idea of caring about this issue.
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也沒有發明關注這議題的想法，
11:33
But she helped organize people,
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而是幫助組織這些人，
11:35
and helped turn it into a movement.
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協助將這議題變成一個運動。
11:37
Hugo Chavez did not invent the disaffected
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查維茲並沒有創造出
11:40
middle and lower class of Venezuela. He merely led them.
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委內瑞拉不滿的中下階級，他只是領導那些人而已。
11:42
Bob Marley did not invent Rastafarians.
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鮑勃·馬利並沒有創造拉斯特法里教，
11:45
He just stepped up and said, "Follow me."
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他只是走上去說：「跟我來」。
11:48
Derek Sivers invented CD Baby,
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德瑞克·席偉司創造了CD Baby，
11:51
which allowed independent musicians
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讓獨立音樂家，
11:54
to have a place to sell their music without selling out to the man --
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有地方可以賣自己的音樂，而不需要出賣自己。
11:58
to have place to take the mission
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有地方讓他們帶著理念
12:00
they already wanted to go to, and connect with each other.
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去跟同好連結在一起。
12:03
What all these people have in common is that they are heretics.
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這些領導者的共同點就是他們都是異端者，
12:07
That heretics look at the status quo and say,
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異端者看到現況然後說：
12:09
"This will not stand. I can't abide this status quo.
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這不成，我無法忍受現況。
12:12
I am willing to stand up and be counted and move things forward.
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我願意站起來加入推動事情向前的隊伍，
12:16
I see what the status quo is; I don't like it."
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我知道現況是什麼。我不喜歡，
12:19
That instead of looking at all the little rules
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與其探究
12:21
and following each one of them,
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並遵從那些小規矩，
12:24
that instead of being what I call a sheepwalker --
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與其成為夢遊者，
12:29
somebody who's half asleep,
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半睡半醒，
12:31
following instructions,
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遵照指示動作，
12:33
keeping their head down, fitting in --
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低著頭融入其中。
12:36
every once in a while someone stands up and says, "Not me."
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偶爾會有人站起來說：「我才不要」
12:39
Someone stands up and says, "This one is important.
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有人站起來說：「這個想法很重要。
12:43
We need to organize around it."
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我們需要以它來組織人群。」
12:46
And not everyone will. But you don't need everyone.
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並不是每個人都肯，但你不需要每一個人，
12:49
You just need a few people --
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你只需要幾個人。
12:51
(Laughter) --
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(笑聲)
12:55
who will look at the rules,
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看到那些規矩，
12:57
realize they make no sense,
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了解那根本沒道理，
13:00
and realize how much they want to be connected.
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意識到自己多麼想與人連結在一起就行了。
13:02
So Tony Hsieh does not run a shoe store.
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湯尼席爾並不開鞋店 ，
13:05
Zappos isn't a shoe store.
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Zappos並不是一家鞋店，
13:08
Zappos is the one, the only,
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Zappos是一間，亦是唯一，
13:10
the best-there-ever-was
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而且是最棒的地方，
13:12
place for people who are into shoes to find each other,
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讓喜愛鞋子的人到那裡找到彼此，
13:16
to talk about their passion,
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談論他們的愛好，
13:18
to connect with people who care more
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和注重顧客服務勝於
13:20
about customer service than making a nickel tomorrow.
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賺錢的人連結在一起 。
13:23
It can be something as prosaic as shoes,
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這可以平凡的以鞋子為主，
13:25
and something as complicated as overthrowing a government.
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也可以複雜的以推翻政府為目的。
13:27
It's exactly the same behavior though.
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但行為是一樣的，
13:31
What it requires, as Geraldine Carter has discovered,
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它所需要的，如傑拉丁卡特發現的 ，
13:34
is to be able to say, "I can't do this by myself.
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是你必須能夠說：我無法獨力完成，
13:37
But if I can get other people to join my Climb and Ride,
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可是，如果我能讓別人加入我的行列，
13:41
then together we can get something that we all want.
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就可以一起得到我們都想獲得的東西。
13:46
We're just waiting for someone to lead us."
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我們就等著有人來領導我們，
13:48
Michelle Kaufman has pioneered
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蜜雪兒卡夫曼開創出
13:50
new ways of thinking about environmental architecture.
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對環保建築的新理念。
13:54
She doesn't do it by quietly building one house at a time.
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她並不是靠安靜地蓋一棟又一棟的房子，
13:57
She does it by telling a story
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而是對想聽的人
14:00
to people who want to hear it.
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說故事，
14:02
By connecting a tribe of people
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連結一個
14:04
who are desperate to be connected to each other.
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盼望與彼此連結的部落。
14:07
By leading a movement and
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靠著領導一個運動
14:09
making change.
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及製造改變，
14:11
And around and around and around it goes.
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就形成一個永續的循環。
14:13
So three questions I'd offer you.
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所以我想問大家三個問題，
14:15
The first one is, who exactly
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第一、你到底
14:18
are you upsetting?
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在惹誰不高興呢？
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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因為如果你沒有讓誰不高興，你就沒有在改變現況。
14:24
The second question is, who are you connecting?
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第二、你跟誰連結呢？
14:27
Because for a lot of people, that's what they're in it for:
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因為對許多人來說，這才是他們的目的。
14:30
the connections that are being made, one to the other.
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一個又一個的連結。
14:34
And the third one is, who are you leading?
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第三、你在領導誰呢？
14:38
Because focusing on that part of it --
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因為專注在人上面，
14:41
not the mechanics of what you're building,
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不是關心你在建設時的技術面，
14:43
but the who, and the leading part -- is where change comes.
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關心人及領導就會帶來改變。
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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於是Tom’s Shoes的布雷克就有個很簡單的想法，
14:51
"What would happen if every time someone bought a pair of these shoes
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如果每次有人買了一雙鞋子，
14:56
I gave exactly the same pair to someone
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我就把一雙同樣的鞋子，
14:58
who doesn't even own a pair of shoes?"
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送給沒有鞋子的人會發生什麼事呢？
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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這不是如何在Neiman Marcus百貨設櫃的故事，
15:05
It's a story of a product that tells a story.
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而是關於一個會說故事的產品。
15:09
And as you walk around with this remarkable pair of shoes
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你穿著如此有故事性的鞋子外出時，
15:11
and someone says, "What are those?"
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當有人問：那是哪一款鞋子？
15:13
You get to tell the story on Blake's behalf,
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你就可以代替布雷克說故事，
15:15
on behalf of the people who got the shoes.
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替得到免費鞋子的人說故事。
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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突然那不再只是一雙或一百雙鞋子，
15:20
It's tens of thousands of pairs of shoes.
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而是好幾萬雙鞋子的生意。
15:22
My friend Red Maxwell has spent the last 10 years
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我朋友瑞德麥斯威爾花了過去十年的時間，
15:25
fighting against juvenile diabetes.
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與幼年型糖尿病對抗。
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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並不是反抗糖尿病協會，而是與他們一起奮鬥、領導他們，
15:31
connecting them, challenging the status quo
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建立彼此的連結，挑戰現況，
15:35
because it's important to him.
337
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因為這對他而言很重要
15:37
And the people he surrounds himself with need the connection.
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圍繞在他身邊的人需要那個連結，
15:42
They need the leadership. It makes a difference.
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他們需要領導者就創造了改變，
15:45
You don't need permission from people to lead them.
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你不需要經過人的許可，才能領導他們。
15:48
But in case you do, here it is:
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但是如果需要的話，可以這麼做。
15:51
they're waiting, we're waiting
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他們正在等待 ，我們正在等待，
15:54
for you to show us where to go next.
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你們來秀給我們看下一步往哪兒走，
15:57
So here is what leaders have in common. The first thing is, they challenge
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這是領導者的共同點。首先，他們會挑戰
16:00
the status quo.
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現況，
16:02
They challenge what's currently there.
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他們挑戰現有的東西。
16:04
The second thing is, they build a culture.
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第二、是他們創立一個文化，
16:07
A secret language, a seven-second handshake,
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一個神秘的語言，七秒鐘的握手，
16:10
a way of knowing that you're in or out.
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用來識別你在圈內或圈外的東西。
16:13
They have curiosity. Curiosity about people in the tribe,
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領導者有好奇心，對部落內的人感到好奇，
16:16
curiosity about outsiders. They're asking questions.
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對部落外的人，感到好奇他們會問問題，
16:19
They connect people to one another.
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在人與人之間搭起連結。
16:21
Do you know what people want more than anything?
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你知道人們最想要的東西是什麼嗎 ？
16:23
They want to be missed.
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他們想要被想念，
16:25
They want to be missed the day they don't show up.
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在缺席那天被人想念 ，
16:27
They want to be missed when they're gone.
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在離開後被人想念，
16:30
And tribe leaders can do that.
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部落的領導者可以做到這點。
16:32
It's fascinating, because all tribe leaders have charisma,
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令人驚奇的是，所有的領導者都有領袖魅力。
16:36
but you don't need charisma to become a leader.
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但你不需要領袖魅力來成為領導者，
16:38
Being a leader gives you charisma.
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當個領導者會賦予你領袖魅力，
16:41
If you look and study the leaders who have succeeded,
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如果你觀察成功的領導者，
16:44
that's where charisma comes from -- from the leading.
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領袖魅力來自領導行為本身。
16:46
Finally, they commit.
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最後一點是，他們履行承諾
16:49
They commit to the cause. They commit to the tribe.
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他們對信念承諾，對部落承諾，
16:51
They commit to the people who are there.
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對在場的人承諾 。
16:54
So I'd like you to do something for me.
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所以我想請大家為我做一件事 ，
16:57
And I hope you'll think about it before you reject it out-of-hand.
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我希望你可以考慮一下，而不是直接拒絕。
17:00
What I want you to do, it only takes 24 hours,
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我想要各位做的事只需要花24小時 ，
17:04
is: create a movement.
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那就是創造一個運動。
17:06
Something that matters. Start. Do it. We need it.
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一件很重要的事 ，現在開始去行動，我們需要它。
17:10
Thank you very much. I appreciate it.
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謝謝各位！感激各位！
17:12
(Applause)
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(掌聲)
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com