TED2010
Derek Sivers: How to start a movement
德瑞克‧席佛斯(Derek Sivers)：如何發起群眾運動
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德瑞克‧席佛斯(Dereck Sivers)藉由一個精彩的影片，告訴我們如何發起群眾運動。(提示：需要兩個人)
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Double-click the English transcript below to play the video.
00:15
So, ladies and gentlemen, at TED
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各位先生女士們，在TED大會中
00:17
we talk a lot about leadership and how to make a movement.
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我們談了許多關於領導力，和如何發起群眾運動的議題
00:20
So let's watch a movement happen, start to finish, in under three minutes
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那麼讓我們來看一場群眾運動的誕生，從開始到結束，還不到三分鐘
00:23
and dissect some lessons from it.
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並從當中學到一些經驗
00:26
First, of course you know, a leader needs the guts
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當然，首先，做為一個領導者需要膽識
00:28
to stand out and be ridiculed.
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他要站出來並接受嘲笑
00:32
But what he's doing is so easy to follow.
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不過他所做的很容易跟著做
00:34
So here's his first follower with a crucial role;
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這裡出現第一個關鍵的跟隨者角色
00:37
he's going to show everyone else how to follow.
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他要讓大家看到如何跟上
00:39
Now, notice that the leader embraces him as an equal.
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現在，你觀察到這位領導者以平等的態度接納他
00:41
So, now it's not about the leader anymore;
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所以，現在領導者是誰已不重要
00:43
it's about them, plural.
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而是屬於"他們"的活動
00:45
Now, there he is calling to his friends.
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接著，他號召他的朋友來參與
00:47
Now, if you notice that the first follower
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現在如果你注意到第一個跟隨者
00:49
is actually an underestimated form of leadership in itself.
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其實他本身就是一個被低估的領導者角色
00:53
It takes guts to stand out like that.
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光是跟著站出來也需要膽識
00:55
The first follower is what transforms
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第一個跟隨者
00:58
a lone nut into a leader.
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把一個瘋子變成了領袖
01:00
(Laughter)
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(笑聲)
01:02
(Applause)
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(掌聲)
01:05
And here comes a second follower.
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接著第二個跟隨者出現
01:07
Now it's not a lone nut, it's not two nuts --
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現在不是一個瘋子,也不是兩個瘋子
01:09
three is a crowd, and a crowd is news.
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三人成為群體,而群體就是個話題
01:12
So a movement must be public.
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因此群眾運動必須是公眾的
01:14
It's important to show not just to show the leader, but the followers,
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重點是，不能只聚焦領導者,跟隨者也很重要
01:17
because you find that new followers
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因為你會發現這些新的跟隨者
01:19
emulate the followers, not the leader.
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是模仿追隨者，而不是領導者
01:22
Now, here come two more people, and immediately after,
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現在又來了兩個人,之後很快
01:24
three more people.
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又多了三個人
01:26
Now we've got momentum. This is the tipping point.
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這下子可熱鬧了，這是個引爆點
01:28
Now we've got a movement.
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群眾運動誕生了
01:32
So, notice that, as more people join in,
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所以請注意，隨著越多人加入
01:34
it's less risky.
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風險就越低
01:36
So those that were sitting on the fence before, now have no reason not to.
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那些之前在旁袖手旁觀的人群沒理由不跟上了
01:39
They won't stand out,
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他們不站出來
01:41
they won't be ridiculed,
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也不會被嘲笑
01:43
but they will be part of the in-crowd if they hurry.
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但若快點行動,他們可以成為群體中的一份子
01:45
(Laughter)
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(笑聲)
01:48
So, over the next minute,
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所以接下來的一分鐘
01:50
you'll see all of those that prefer to stick with the crowd
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你會發現這些人寧願跟著群體走
01:52
because eventually they would be ridiculed
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因為最後會被嘲笑的
01:54
for not joining in.
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是沒加入的人
01:56
And that's how you make a movement.
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這就是群眾運動的形成
01:58
But let's recap some lessons from this.
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不過，再重點複習一次
02:00
So first, if you are the type,
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第一,如果你的類型
02:03
like the shirtless dancing guy that is standing alone,
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是像那個打赤膊的跳舞男
02:06
remember the importance of nurturing
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記得重視你的跟隨者
02:08
your first few followers as equals
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並一視同仁
02:10
so it's clearly about the movement, not you.
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群眾運動不是領導者唱獨角戲
02:13
Okay, but we might have missed the real lesson here.
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好吧,不過我們可能錯過了真正要學的
02:16
The biggest lesson, if you noticed --
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最大的功課是,如果你有注意到
02:18
did you catch it? -- is that leadership
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你會發現,領導者的地位
02:20
is over-glorified.
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被過度美化了
02:22
That, yes, it was the shirtless guy who was first,
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沒錯,打赤膊的男子率先行動
02:24
and he'll get all the credit,
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目光都在他身上
02:26
but it was really the first follower
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但其實是第一個跟隨者
02:28
that transformed the lone nut into a leader.
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把一個瘋子變成領袖
02:31
So, as we're told that we should all be leaders,
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因此雖然我們都被教導要成為領袖
02:33
that would be really ineffective.
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實際上這樣是行不通的
02:35
If you really care about starting a movement,
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若你認真要喚起一個群眾運動
02:37
have the courage to follow
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拿出勇氣跟上領導者
02:39
and show others how to follow.
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並向他人展現如何跟隨
02:41
And when you find a lone nut doing something great,
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當你發現一個瘋子在做很棒的事
02:43
have the guts to be the first one
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拿出膽識,第一個跟上
02:45
to stand up and join in.
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站出來加入他
02:47
And what a perfect place to do that, at TED.
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要這麼做,參與TED大會就是最好的示範
02:49
Thanks.
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謝謝
02:51
(Applause)
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(掌聲)
ABOUT THE SPEAKER
Derek Sivers - EntrepreneurThrough his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.
Why you should listen
Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.
In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."
Derek Sivers | Speaker | TED.com