Scott Galloway: How Amazon, Apple, Facebook and Google manipulate our emotions
سكوت غالوى: كيف تتلاعب أمازون وأبل وفيسبوك وغوغل بمشاعرنا؟
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
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وينصح المشاهد بالحذر]
over the last 15 years has seen.
a multibillion-dollar organization
منظمة بمليارات الدولارات
or organ you are targeting.
as a species is our brain.
these really difficult questions,
لتطرح هذه الأسئلة الصعبة،
the processing power to answer them,
القدرة على المعالجة لإجابتها،
and look to for answers.
والاتجاه إليه لطلب الإجابة.
of divine intervention --
what's going on --
that this is the right answer.
أن هذه هي الإجابة الصحيحة.
comes off the rails with your kids,
to the Sun that is your kids.
in the Google query box.
في مربع استعلامات (غوغل).
have never been asked before
في (غوغل) لم تطرح من قبل
mentor, boss has so much credibility
أو مستشار، أو رئيس يملك هذه المصداقية،
posed to that person
above everything you've put into that box,
وضعته في هذا المربع،
you trust Google more than any entity
أكثر من أي كيان آخر
about our species
but we need to love others.
ولكننا نحتاج أن نحب الآخرين.
ولكن يتمتعون بالكثير من المودة
but a lot of affection
with good nutrition and poor affection.
حسني التغذية وذوي المودة الأقل.
that you might make it
growing demographic in the world --
التجمعات السكانية نمواً في العالم -
who live to triple digits --
not as important as you'd like to think,
وهي ليست بالأهمية التي تظنها،
your body like shit
في معاملة جسدك كالنفايات
and prescreen --
of early cancers
that you'll make it to triple digits:
security camera in our brain --
منخفضة الدقة في عقولنا -
you are adding value.
not only to be loved,
ليس فقط لأن نكون محبوبين
that create empathy,
is starvation and malnutrition.
for too little is much greater
that never goes out of style.
طريقة عمل لا تبلى.
successful company in the world,
أكثر الشركات نجاحاً في العالم،
من أجل القليل في أمعائكم،
and skeletal system of consumption.
وعظام نظام الاستهلاك.
the basic instinct,
وهي الغريزة الأساسية،
most powerful instinct,
the strongest, smartest and fastest seed
والأذكى، والأسرع
your children are more likely to survive
فمن المرجح أن ينجو أطفالكم
wearing a Swatch watch."
مع شخص يرتدي ساعة (سواتش)"
the irrational organs.
من الأعضاء غير العقلانية.
and New York Business School's term
للأعمال وكلية (نيويورك) لإدارة الأعمال
and shareholder value.
you love your kids more.
أنت تحب أطفالك أكثر.
creation from World War II
منذ الحرب العالمية الثانية
and appealing to people's hearts.
a better person, a better patriot
versus this average soap.
مقابل هذا الصابون العادي.
for shareholder value isn't technology.
هي أفضل طرق رفع قيمة المساهم.
take out finance.
one wealthiest man in Europe, LVMH.
(مويت هنسي لوي فيتون).
irrational organs for shareholder value.
لأجل قيمة المساهم.
Apple, Amazon, Facebook and Google --
(أبل)، و(أمازون)، و(فيسبوك)، و(غوغل) -
to those things is who you are,
in the form of for-profit companies.
في شكل شركات ربحية.
of these companies was equivalent
الناتج المحلي الإجمالي للهند،
Russia and Canada in '13 and '14.
than the combined market capitalization
من القيمة السوقية
was, which CEO was more Jesus-like?
أي رئيس تنفيذي يشبه المسيح أكثر؟
has paid 64 billion dollars
منذ الركود العظيم 64 مليار دولار
our soldiers and our social workers
والجنود، والعاملين الاجتماعيين
in the world don't pay their fair share?
نجاحًا بالعالم حصتها؟
companies have to pay
الأقل نجاحًا يجب أن تدفع
market capitalization of Walmart
القيمة السوقية الكاملة ل(والمارت)
في الأشهر ال 19 الماضية.
who don't have the backbone
على مراقبي الاتحاد الأوروبي
for us to share the data
بالنسبة لنا مشاركة البيانات
and our proposed acquisition of WhatsApp.
spoiler alert! -- they figure it out.
- تحذير- لقد اكتشفوا الأمر.
of 19 billion dollars.
وهو 19 مليار دولار.
an insurance policy
go through for .6 percent,
on Google's balance sheet.
"The smart thing to do,
"إن أفضل ما يمكن فعله،
for two at Macy's.
مقابل اثنان في (ماسي)
dollars this year, which they will,
بمقدار 20 مليار دولار هذا العام،
companies this good at it.
شركات بهذه الكفاءة فيه.
grow their businesses
which they will,
وهو ما سيحدث،
150,000 creative directors,
Yankee Stadiums
courtesy of Amazon."
مجاملة من (أمازون)."
from our social media feeds,
من وسائل التواصل الاجتماعي،
coming off of social media feeds is ...
من وسائل التواصل الاجتماعي تكون ...
or use curse words,
it's a technology company."
ولكنه شركة تكنولوجية."
to give you original content,
لتمنحك محتوى أصلي،
boom! -- you're a media company.
that "We are not a media company."
"نحن لسنا شركة إعلامية."
the margins of celebrity
to the responsibilities
we're pissed off!"
ورؤساؤها التنفيذيين يلفون أنفسهم
and blue blanket
from their behavior each day,
of the spawn of Darth Vader and Ayn Rand.
(دارث فايدر) و(أين راند).
are seen as nice but weak.
يُنظر إلينا كضعفاء ودودين.
a book on gun rights
عن حقوق حمل السلاح
their progressive values,
are seen as weak.
than the regulators now,
عما فعله المراقبون الآن،
on those nice, nice people.
مع هؤلاء الناس اللطفاء.
named Roy from TSA molest me.
من إدارة أمن المواصلات يدعى (روي).
on the way home,
في طريقي إلى المنزل،
than our person, our house
of innovation and of youth.
at the altar of character,
who create shareholder value.
والناس الذين ينشئون قيمة المساهمين.
in the marketplace,
just by looking at them.
فقط بالنظر إليها.
on Amazon, their stock goes up,
أنها توزع عبر (أمازون) ترتفع أسهمها،
the rest of retail stocks go down,
تنخفض أسهم بائعي التجزئة الآخرين،
for Amazon is bad for everybody else.
ل(أمازون) سيكون سيئًا للآخرين.
when they acquired Whole Foods.
عندما حصلوا على (هول فودز).
the acquisition of Whole Foods
الاستحواذ على (هول فودز)
pure-play grocer in America,
one-eleventh the size of Kroger.
of Whole Foods by Amazon
this publicly in the media.
على الملأ في وسائل الإعلام.
acquisition in their history,
an acquisition over a billion,
audience in on the secret.
المثير للإعجاب على السر.
اشتر حليب كامل الدسم.
anything for whole milk,
عن الحليب كامل الدسم
to your shopping list.
for organic food
عن الطعام العضوي
banana and pumpkin,
الموز واليقطين،
stock of Whole Foods Incorporated
ل(هول فودز المتحدة)
to your American Express card.
(أمريكان اكسبرس) الخاصة بك.
over every little thing someone does
من كل شيء صغير يفعله شخص ما
Why are we so disappointed in technology?"
لماذا نحن محبطون بشدة من التكنولوجيا؟"
of one-percent pursuit
نسبة واحد بالمائة التي تسعى
on shareholder value instead of humanity.
أكثر من البشرية.
for the Manhattan Project
وتعيش في لندن في فترة الحرب.
living in London at the outset of the war.
towards splitting the atom,
arguably, ever in all of humankind:
British and Americans came together,
وبريطاني وأمريكي معاً،
best and brightest,
from the four corners of the earth.
relative to slingshots,
بالليزر بالنسبة إلى المقاليع،
للهند للعمل فيه.
these companies for 10 years,
of IQ capital and creativity,
من الذكاء، ورأس المال، والإبداع،
and I appreciate your time.
وأقدر وقتكم كثيرًا.
some questions in me, Scott.
he calls you onto the couch?
of the conversation right now.
of worshipping Silicon Valley,
من عبادة (سيليكون فالي)،
like you're piling on,
been kicked to pieces anyway.
for them at all?
with the condition of our souls.
when we get older.
قيمة المساهمين قبل أي شيء آخر،
shareholder value over everything,
they're supposed to be doing.
ourselves to force them
endures, full stop.
consistent with the facts,
intent in much of the leadership --
in those companies,
that their mission is to --
is that there have been
that we're unleashing,
to personalize the internet, for example,
على سبيل المثال،
like filter bubbles
to weird things like --
hackers creating accounts
a possibility here?
أحد الاحتمالات هنا؟
than any other organization
civic-minded, decent leadership.
في دراسة للسوق،
points of share in a market, search,
advertising market of any nation,
and trying to develop economic security
وتحاول تطوير أمان اقتصادي
of your employees,
all the power at your disposal.
من كل قوة تحت تصرفك.
throughout history
is slightly overstated?
في هذه الحالة؟
على سبيل المثال
they wake up thinking,
something cool, and are probably,
that have happened as we might be.
of framing this,
is advertising,
that you have to take on more explicitly?
to set an organization up as we do,
إنشاء منظمة كما نفعل،
above all else.
is they want to create economic security
هو رغبتهم في الأمان الاقتصادي
you control so much economic power,
بأغلب القوى الاقتصادية،
and the role of us as consumers
ودورنا كمستهلكين،
are some checks here.
them the mother of all hall passes
spectacularly put.
Larry Page, Tim Cook, if you're watching,
(لاري بيدج)، (تيم كوك)، إن كنتم تشاهدون،
the counterargument as well.
ABOUT THE SPEAKER
Scott Galloway - Professor of marketingScott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business.
Why you should listen
Scott Galloway is the founder of L2 Inc, a professor of marketing at the NYU Stern School of Business and author of The Four: The Hidden DNA of Apple, Amazon, Facebook, and Google. He was named "one of the world's 50 best business school professors” by Poets & Quants in 2012. He is also the founder of Red Envelope and Prophet Brand Strategy. He was elected to the World Economic Forum's Global Leaders of Tomorrow and has served on the boards of directors of Urban Outfitters, Eddie Bauer, The New York Times Company and UC Berkeley's Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Scott Galloway | Speaker | TED.com