TED2007
Richard Branson: Life at 30,000 feet
理查德布兰森：3万尺高空中的生活
Filmed:
Readability: 3.7
1,891,168 views
理查德布兰森向TED主持人克里斯安德森诉说了自己事业上的跌宕起伏，从成为亿万富翁到几乎丧命的冒险，这些故事解释了他的动机（有些是非常惊人的）
Richard Branson - Entrepreneur
Richard Branson bootstrapped his way from record-shop owner to head of the Virgin empire. Now he's focusing his boundless energy on saving our environment. Full bio
Richard Branson bootstrapped his way from record-shop owner to head of the Virgin empire. Now he's focusing his boundless energy on saving our environment. Full bio
Double-click the English transcript below to play the video.
00:25
Chris Anderson: Welcome to TED.
0
0
1000
克里斯安德森（克）：欢迎来到TED
00:26
Richard Branson: Thank you very much. The first TED has been great.
1
1000
4000
理查德布兰森（理）：十分感谢。TED第一次活动举办的持分成功
00:30
CA: Have you met anyone interesting?
2
5000
2000
克：那次活动你碰到什么有趣的人了吗？
00:32
RB: Well, the nice thing about TED is everybody's interesting.
3
7000
3000
理：这个嘛，TED绝妙的一点就是所有人都很有趣
00:35
I was very glad to see Goldie Hawn,
4
10000
2000
见到戈尔迪霍恩（美国女星）我很开心
00:37
because I had an apology to make to her.
5
12000
3000
因为我得向她道歉
00:40
I'd had dinner with her about two years ago and I'd --
6
15000
5000
大约两年前我有幸跟她共进晚餐，但是…
00:45
she had this big wedding ring and I put it on my finger and I couldn't get it off.
7
20000
4000
她有一个很大的结婚戒指，我戴在自己手上一试，结果摘不下来了
00:50
And I went home to my wife that night
8
25000
3000
晚上我回到家，见到我妻子
00:53
and she wanted to know why I had another woman's big,
9
28000
2000
她想知道为何我手上有另一个女人硕大…
00:55
massive, big wedding ring on my finger.
10
30000
3000
无比的结婚戒指
00:58
And, anyway, the next morning we had to go along to the jeweler
11
33000
2000
不管怎么样，第二天我们不得不去珠宝商那儿
01:00
and get it cut off.
12
35000
2000
把戒指切下来
01:02
So -- (Laughter) --
13
37000
4000
所以，（笑）
01:06
so apologies to Goldie.
14
41000
1000
对不起，戈尔迪
01:07
CA: That's pretty good.
15
42000
2000
克：很有意思的故事
01:09
So, we're going to put up some slides
16
44000
3000
现在我们放几张幻灯片
01:12
of some of your companies here.
17
47000
2000
是有关你的几家公司的
01:14
You've started one or two in your time.
18
49000
3000
当年你只开了一两家
01:17
So, you know, Virgin Atlantic, Virgin Records --
19
52000
3000
就是维珍航空和维珍唱片
01:20
I guess it all started with a magazine called Student.
20
55000
3000
我听说这一切都是从一本名为《学生》的杂志开始的
01:23
And then, yes, all these other ones as well. I mean, how do you do this?
21
58000
5000
后来发展到今天的一切。我想问的是，你是怎么做到的？
01:29
RB: I read all these sort of TED instructions:
22
64000
3000
理：我读了TED演讲指南--
01:32
you must not talk about your own business, and this,
23
67000
2000
上面说不能谈自己生意上的事，
01:34
and now you ask me.
24
69000
1000
现在你道来问我
01:35
So I suppose you're not going to be able to kick me off the stage,
25
70000
2000
要是我回答，你应该不会把我赶下台吧
01:37
since you asked the question.
26
72000
2000
既然你问了
01:39
(Laughter)
27
74000
1000
（笑）
01:40
CA: It depends what the answer is though.
28
75000
2000
克：那就要看你怎么回答了
01:43
RB: No, I mean, I think I learned early on that if you can run one company,
29
78000
6000
理：不，我的意思是，我早年学到要是你能开一家公司
01:49
you can really run any companies.
30
84000
1000
你就可以开任何公司
01:50
I mean, companies are all about finding the right people,
31
85000
4000
我的意思是，开公司关键就是要找到合适的人
01:54
inspiring those people, you know, drawing out the best in people.
32
89000
6000
激发他们，要知道，就是是他们发挥各自的最佳优势
02:00
And I just love learning and I'm incredibly inquisitive
33
95000
5000
而且，我乐于学习，还很不耻下问
02:05
and I love taking on, you know, the status quo
34
100000
4000
要知道我很喜欢了解现状
02:09
and trying to turn it upside down.
35
104000
2000
喜欢尝试翻天覆地
02:11
So I've seen life as one long learning process.
36
106000
4000
所以生活对我来说是一种学习过程
02:15
And if I see -- you know, if I fly on somebody else's airline
37
110000
4000
要知道，要是那天我坐在别人的航班上
02:19
and find the experience is not a pleasant one, which it wasn't,
38
114000
4000
感觉不怎么自在，也就是--
02:23
21 years ago, then I'd think, well, you know, maybe I can create
39
118000
4000
21年前，我当时想，没准儿我能
02:27
the kind of airline that I'd like to fly on.
40
122000
3000
创造一家让人自在的航空公司
02:30
And so, you know, so got one secondhand 747 from Boeing and gave it a go.
41
125000
6000
后来，我买了架二手波音747，小试一把
02:36
CA: Well, that was a bizarre thing,
42
131000
1000
克：还真是怪事一桩
02:37
because you made this move that a lot of people advised you was crazy.
43
132000
5000
你这一举动下的你的顾问们以为你精神失常
02:42
And in fact, in a way, it almost took down your empire at one point.
44
137000
5000
事实上，这一举动差点毁掉你半边江山
02:47
I had a conversation with one of the investment bankers who,
45
142000
3000
一次我和一个投资银行家聊天
02:50
at the time when you basically sold Virgin Records
46
145000
4000
那时候，你基本已经出卖维珍唱片
02:54
and invested heavily in Virgin Atlantic,
47
149000
2000
重点投资维珍航空
02:56
and his view was that you were trading, you know,
48
151000
3000
那银行家觉得
02:59
the world's fourth biggest record company
49
154000
2000
用世界上第四大唱片公司
03:01
for the twenty-fifth biggest airline and that you were out of your mind.
50
156000
4000
去换排名仅25位的航空公司，你肯定脑子出问题了
03:05
Why did you do that?
51
160000
2000
你为什么会那样做？
03:07
RB: Well, I think that there's a very thin dividing line between success and failure.
52
162000
6000
理：这个嘛，我觉得成败仅一线之隔
03:13
And I think if you start a business without financial backing,
53
168000
4000
而且，组建公司要没雄厚的资金保障
03:17
you're likely to go the wrong side of that dividing line.
54
172000
3000
你很可能会被推向失败一边
03:20
We had -- we were being attacked by British Airways.
55
175000
7000
我们当时正遭到英国航空的排挤
03:27
They were trying to put our airline out of business,
56
182000
3000
他们想让我们倒闭
03:30
and they launched what's become known as the dirty tricks campaign.
57
185000
4000
他们运用了被称为”三流手段宣传攻势“
03:35
And I realized that the whole empire was likely to come crashing down
58
190000
5000
当时，我意识到，我的帝国很可能会毁于一旦
03:40
unless I chipped in a chip.
59
195000
2000
除非我另辟蹊径
03:42
And in order to protect the jobs of the people who worked for the airline,
60
197000
4000
为了保住航空公司员工们的饭碗
03:46
and protect the jobs of the people who worked for the record company,
61
201000
4000
同时保住唱片公司员工的饭碗
03:50
I had to sell the family jewelry to protect the airline.
62
205000
6000
我就不得不顾全大局变卖维珍唱片
03:56
CA: Post-Napster, you're looking like a bit of a genius, actually,
63
211000
3000
克：后Napster（一种在线音乐服务）时代作风，此举还真是
03:59
for that as well.
64
214000
1000
天才
04:00
RB: Yeah, as it turned out, it proved to be the right move.
65
215000
6000
理：是啊，现在看来这可真是明智之举
04:06
But, yeah, it was sad at the time, but we moved on.
66
221000
6000
但当时可是挺伤心的，但我们的步伐并未因此而停歇
04:12
CA: Now, you use the Virgin brand a lot
67
227000
2000
克：现在你的维珍品牌涉及范围还挺广泛的
04:14
and it seems like you're getting synergy from one thing to the other.
68
229000
3000
貌似你在自己的各个企业合并产生的协同合作中受益不小啊
04:17
What does the brand stand for in your head?
69
232000
3000
在你心中维珍品牌代表的是什么呢？
04:20
RB: Well, I like to think it stands for quality,
70
235000
2000
理：我觉得维珍就是品质的代言
04:22
that you know, if somebody comes across a Virgin company, they --
71
237000
4000
要知道，如果有人恰巧看到维珍旗下的一家公司，他们会--
04:26
CA: They are quality, Richard. Come on now, everyone says quality. Spirit?
72
241000
2000
克：维珍就是品质，理查德，行行好，人人都说品质--是企业精神？
04:28
RB: No, but I was going to move on this.
73
243000
2000
理：不是的，我马上就会谈到这一点
04:30
We have a lot of fun and I think the people who work for it enjoy it.
74
245000
6000
我们的工作中种满乐子，我觉得员工还是相当乐在其中的
04:36
As I say, we go in and shake up other industries,
75
251000
3000
我们，就像我说的一样,一入行就振动了其他行业
04:39
and I think, you know, we do it differently
76
254000
4000
并且我认为，要知道，我们的手法还是很与众不同的
04:43
and I think that industries are not quite the same
77
258000
2000
这些行业从此开始发生改变
04:45
as a result of Virgin attacking the market.
78
260000
2000
因为维珍进军他们的市场
04:47
CA: I mean, there are a few launches you've done
79
262000
3000
克：我的意思是，你创立的公司有没有--
04:50
where the brand maybe hasn't worked quite as well.
80
265000
2000
运营情况不佳的
04:52
I mean, Virgin Brides -- what happened there?
81
267000
3000
比如，维珍新娘--它的现状怎么解释？
04:55
(Laughter)
82
270000
2000
（笑）
04:57
RB: We couldn't find any customers.
83
272000
2000
理：我们压根就找不到顾客
04:59
(Laughter)
84
274000
3000
（笑）
05:02
(Applause)
85
277000
1000
（鼓掌）
05:03
CA: I was actually also curious why --
86
278000
2000
克：我很好奇的是--
05:05
I think you missed an opportunity with your condoms launch. You called it Mates.
87
280000
3000
我就得你错失了一次向安全套行业进军的机会--你曾将其命名为“伴侣”（Mates）
05:08
I mean, couldn't you have used the Virgin brand for that as well?
88
283000
4000
我是说，你为啥不把它也划入维珍名下呢？
05:12
Ain't virgin no longer, or something.
89
287000
3000
这产品的消费群体不能算处子之身（维珍virgin意为处子之身）吗？
05:15
RB: Again, we may have had problems finding customers.
90
290000
2000
理：同样，这样做我们就会很难有人光顾啦
05:17
I mean, we had -- often, when you launch a company and you get customer complaints,
91
292000
6000
我是说，我们曾经刚开业时老是收到顾客的抱怨
05:23
you know, you can deal with them.
92
298000
2000
这个还是可以应付得了的
05:25
But about three months after the launch of the condom company,
93
300000
2000
但安全套公司运营三个月后
05:27
I had a letter, a complaint,
94
302000
3000
我们收到一封信，一封投诉信
05:30
and I sat down and wrote a long letter back to this lady apologizing profusely.
95
305000
4000
后来，我坐下来写了一封很长的信并向这位女士致以最诚挚的歉意
05:34
But obviously, there wasn't a lot I could do about it.
96
309000
2000
但很明显，除此以外我也做不了什么
05:37
And then six months later, or nine months after the problem had taken,
97
312000
6000
问题出现的六个月后，也许是九个月后
05:43
I got this delightful letter with a picture of the baby
98
318000
3000
我收到一封很令人愉快的回信，信上附了一张婴儿的照片
05:46
asking if I'd be godfather, which I became.
99
321000
5000
询问我是否愿意做着孩子的教父，我欣然答应
05:51
So, it all worked out well.
100
326000
2000
所以事情进展的还算顺利
05:53
CA: Really? You should have brought a picture. That's wonderful.
101
328000
3000
克：真的？你真应该带张照片的。这真是棒极了
05:56
RB: I should have.
102
331000
1000
理：我是应该带照片来的
05:57
CA: So, just help us with some of the numbers.
103
332000
2000
克：帮我们做做下面的数学题吧
05:59
I mean, what are the numbers on this?
104
334000
2000
这数字是？
06:01
I mean, how big is the group overall?
105
336000
2000
着整个集团到底有多大？
06:03
How much -- what's the total revenue?
106
338000
2000
盈利额是多少呢？
06:05
RB: It's about 25 billion dollars now, in total.
107
340000
3000
理：现在大概250亿吧
06:08
CA: And how many employees?
108
343000
1000
克：有多少员工呢？
06:09
RB: About 55,000.
109
344000
3000
理：大约5万5千人
06:12
CA: So, you've been photographed in various ways at various times
110
347000
4000
克：不同场合下你上镜无数
06:16
and never worrying about putting your dignity on the line or anything like that.
111
351000
8000
有没有想过让自己看上去体面些
06:24
What was that? Was that real?
112
359000
4000
这是怎么回事？是真的吗？
06:28
RB: Yeah. We were launching a megastore in Los Angeles, I think.
113
363000
3000
理：千真万确。我们在洛杉矶开了一家超级店铺
06:31
No, I mean, I think --
114
366000
1000
不，我想--
06:32
CA: But is that your hair?
115
367000
1000
克：那你的头发是怎么回事？
06:33
RB: No.
116
368000
1000
理：不
06:37
CA: What was that one?
117
372000
2000
克：那是怎么回事？
06:39
RB: Dropping in for tea.
118
374000
1000
临时去喝茶
06:40
CA: OK.
119
375000
1000
克：好吧
06:41
(Laughter)
120
376000
3000
（笑）
06:44
RB: Ah, that was quite fun. That was a wonderful car-boat in which --
121
379000
3000
克：挺有意思的。那个有趣的车船里--
06:47
CA: Oh, that car that we -- actually we --
122
382000
2000
理：噢，那部车--事实上--我们
06:49
it was a TEDster event there, I think.
123
384000
3000
那是一次TED活动
06:52
Is that -- could you still pause on that one actually, for a minute?
124
387000
2000
那个不会是--你能在哪掌上多停留几秒吗？
06:54
(Laughter)
125
389000
1000
（笑）
06:55
RB: It's a tough job, isn't it?
126
390000
1000
理：其实挺难得，不是吗？
06:56
CA: I mean, it is a tough job.
127
391000
2000
克：的确是一项挺难的事儿的
06:58
(Laughter)
128
393000
1000
（笑）
06:59
When I first came to America, I used to try this with employees as well
129
394000
4000
我第一次来美国时，我还跟员工们一起试过呢
07:03
and they kind of -- they have these different rules over here,
130
398000
2000
他们，他们的规矩和这个有点不同
07:05
it's very strange.
131
400000
1000
挺奇怪的
07:06
RB: I know, I have -- the lawyers say you mustn't do things like that, but --
132
401000
5000
理：是啊，我的律师告诉我别这么干，但是--
07:11
CA: I mean, speaking of which, tell us about --
133
406000
1000
克：跟大家所说--
07:12
RB: "Pammy" we launched, you know --
134
407000
2000
理：我们推出的帕米（Pammy）
07:14
mistakenly thought we could take on Coca-Cola,
135
409000
2000
原本错以为可以击败可口可乐
07:16
and we launched a cola bottle called "The Pammy"
136
411000
5000
我们推出的瓶装碳酸饮料叫帕米
07:21
and it was shaped a bit like Pamela Anderson.
137
416000
3000
瓶体形状有点像帕米拉安德森（美国艳星）
07:24
But the trouble is, it kept on tipping over, but --
138
419000
3000
但问题是瓶体上半部分太重，老是倒，但--
07:27
(Laughter)
139
422000
3000
（笑）
07:30
CA: Designed by Philippe Starck perhaps?
140
425000
2000
克：搞不好是菲利普斯塔克（著名法设计师）设计的？
07:32
RB: Of course.
141
427000
1000
理：当然是啦
07:34
CA: So, we'll just run a couple more pictures here. Virgin Brides. Very nice.
142
429000
5000
克：我们再看多几张图片。维珍新娘。很不错
07:39
And, OK, so stop there. This was -- you had some award I think?
143
434000
6000
好的，这张。我猜这是什么奖吧？
07:46
RB: Yeah, well, 25 years earlier, we'd launched the Sex Pistols'
144
441000
5000
理：是的，25年前我们本可以推出性手枪（Sex Pistols为英国朋克乐队）
07:51
"God Save The Queen," and I'd certainly never expected
145
446000
3000
”天佑吾王“，我怎么也不会料想到
07:54
that 25 years later -- that she'd actually knight us.
146
449000
3000
25年后女王竟然授予我爵士头衔
07:57
But somehow, she must have had a forgetful memory, I think.
147
452000
4000
不过她一定记性不太好，我觉得
08:01
CA: Well, God saved her and you got your just reward.
148
456000
3000
克：天佑女王而且你得到了奖励
08:04
Do you like to be called Sir Richard, or how?
149
459000
3000
你喜欢被叫做理查德爵士吗？
08:07
RB: Nobody's ever called me Sir Richard.
150
462000
2000
理：压根没人那么叫我
08:09
Occasionally in America, I hear people saying Sir Richard
151
464000
3000
在美国偶尔会有人那样叫
08:12
and think there's some Shakespearean play taking place.
152
467000
4000
不过是在莎翁舞台剧里罢了
08:16
But nowhere else anyway.
153
471000
3000
仅此一处
08:20
CA: OK. So can you use your knighthood for anything or is it just ...
154
475000
4000
克：好吧，你的头衔能给你捞到任何好处吗，还是仅仅…
08:25
RB: No. I suppose if you're having problems
155
480000
4000
理：没有，我猜当你你有困难的时候
08:29
getting a booking in a restaurant or something,
156
484000
2000
预订餐厅有麻烦还是别的什么
08:31
that might be worth using it.
157
486000
1000
倒值得一试
08:32
CA: You know, it's not Richard Branson. It's Sir Richard Branson.
158
487000
4000
克：要知道，这可不是理查德布兰森，是理查德布兰森爵士
08:37
RB: I'll go get the secretary to use it.
159
492000
3000
理：我会让我的秘书适应这叫法儿的
08:40
CA: OK. So let's look at the space thing.
160
495000
3000
克：好的，再来看看空间开发吧
08:43
I think, with us, we've got a video that shows what you're up to,
161
498000
4000
我觉得，有个视频，可以告诉我们你下步想干什么
08:47
and Virgin Galactic up in the air. (Video)
162
502000
3000
把维珍星际射向宇宙
08:54
So that's the Bert Rutan designed spaceship?
163
509000
3000
是伯特鲁坦（美国航天工程师）设计的飞船吗？
08:57
RB: Yeah, it'll be ready in -- well, ready in 12 months
164
512000
5000
理：是啊，再过个12个月，就可以准备升空了
09:02
and then we do 12 months extensive testing.
165
517000
3000
接下来再做12个月的高强度的试飞
09:05
And then 24 months from now,
166
520000
2000
就是说再过24个月
09:07
people will be able to take a ride into space.
167
522000
5000
人们就可以遨游太空了
09:14
CA: So this interior is Philippe Starcke designed?
168
529000
3000
克：那么室内装潢是菲利普斯塔克承包的吗？
09:17
RB: Philippe has done the -- yeah, quite a bit of it:
169
532000
5000
理：菲利普设计了一部分，相当一部分
09:22
the logos and he's building the space station in New Mexico.
170
537000
5000
标志是他设计的，现在他在新墨西哥州建发射中心
09:27
And basically, he's just taken an eye
171
542000
3000
基本上他的想法是一只眼
09:30
and the space station will be one giant eye,
172
545000
5000
发射中心是一只巨眼
09:35
so when you're in space,
173
550000
2000
所以，在太空中，
09:37
you ought to be able to see this massive eye looking up at you.
174
552000
3000
你就会看见一只巨眼望着你
09:40
And when you land, you'll be able to go back into this giant eye.
175
555000
6000
着陆时，你又会回到这只巨眼中
09:46
But he's an absolute genius when it comes to design.
176
561000
4000
设计上他可是一绝
09:50
CA: But you didn't have him design the engine?
177
565000
3000
克：但你可没让他设计引擎啊？
09:53
RB: Philippe is quite erratic,
178
568000
2000
理：菲利普有很多鬼点子
09:55
so I think that he wouldn't be the best person to design the engine, no.
179
570000
4000
所以我觉得他不是设计引擎的最佳人选
09:59
CA: He gave a wonderful talk here two days ago.
180
574000
2000
克：两天前菲利普给我们精彩演讲一番
10:01
RB: Yeah? No, he is a --
181
576000
1000
理：真的。不会的，他是个--
10:02
CA: Well, some people found it wonderful,
182
577000
2000
克：有人觉得讲的很好
10:04
some people found it completely bizarre.
183
579000
2000
有人觉得很怪异
10:06
But, I personally found it wonderful.
184
581000
2000
但，就我个人而言，我很欣赏
10:08
RB: He's a wonderful enthusiast, which is why I love him. But ...
185
583000
5000
理：他是个妙不可言、充满激情的人，我很欣赏他。但--
10:14
CA: So, now, you've always had this exploration bug in you.
186
589000
5000
克：那么，你现在老有星际探索的念头
10:20
Have you ever regretted that?
187
595000
2000
你后悔过吗？
10:22
RB: Many times.
188
597000
1000
理：数不胜数
10:23
I mean, I think with the ballooning and boating expeditions we've done in the past.
189
598000
7000
我的意思是，以前的热气球啊、船啊之类的探险人们都做过了
10:30
Well, I got pulled out of the sea I think six times by helicopters, so --
190
605000
4000
我6次都去坐海上直升飞机，所以--
10:34
and each time, I didn't expect to come home to tell the tale.
191
609000
4000
每次我都没想能回家，能讲讲这经历
10:38
So in those moments,
192
613000
2000
在那些命悬一线之际
10:40
you certainly wonder what you're doing up there or --
193
615000
3000
你都会想自己在这儿干什么…
10:43
CA: What was the closest you got to --
194
618000
2000
克：你最惊险的经历是什么？
10:45
when did you think, this is it, I might be on my way out?
195
620000
4000
你觉得是哪次？我可能会不再
10:49
RB: Well, I think the balloon adventures were -- each one was,
196
624000
5000
理：我觉得热气球探险，次次都是--
10:54
each one, actually, I think we came close.
197
629000
3000
每次，实际上，我们都挺悬的
10:57
And, I mean, first of all we --
198
632000
3000
首先，我们--
11:00
nobody had actually crossed the Atlantic in a hot air balloon before,
199
635000
4000
以前从来没人坐热气球横跨大西洋
11:04
so we had to build a hot air balloon that was capable of flying in the jet stream,
200
639000
7000
我已我们必须设计出适应高速气流的热气球
11:11
and we weren't quite sure,
201
646000
2000
我们自己也是疑虑重重
11:13
when a balloon actually got into the jet stream,
202
648000
2000
当气球行驶在高速气流中时
11:15
whether it would actually survive the 200, 220 miles an hour winds that you can find up there.
203
650000
6000
它能否挺过时速200220里的高空气流
11:21
And so, just the initial lift off from Sugarloaf to cross the Atlantic,
204
656000
6000
所以，当气球从巴西甜面包山起飞要横越大西洋时
11:27
as we were pushing into the jet stream, this enormous balloon --
205
662000
3000
就在上升到高速气流区时，那个巨大的气球--
11:30
the top of the balloon ended up going at a couple of hundred miles an hour,
206
665000
5000
结果气球顶端能达到时速两百来里
11:35
the capsule that we were in at the bottom was going at maybe two miles an hour,
207
670000
4000
底部的航天藏却只有大概时速2里
11:39
and it just took off.
208
674000
2000
这还仅仅是起飞呢
11:41
And it was like holding onto a thousand horses.
209
676000
4000
它就像栓了上千匹马
11:45
And we were just crossing every finger,
210
680000
3000
我么当时祈求天赐好运
11:48
praying that the balloon would hold together, which, fortunately, it did.
211
683000
5000
祈祷气球别散架儿，幸运的是，的确没有
11:54
But the ends of all those balloon trips were, you know --
212
689000
5000
但每次气球探险的结果，要知道--
11:59
something seemed to go wrong every time,
213
694000
2000
老是出差错
12:01
and on that particular occasion, the more experienced balloonist who was with me
214
696000
6000
每次出航，跟我一起驾驶气球的的老手
12:07
jumped, and left me holding on for dear life.
215
702000
5000
此次都会跳伞，弃我自生自灭
12:12
(Laughter)
216
707000
3000
（笑）
12:15
CA: Did he tell you to jump, or he just said, "I'm out of here!" and ...
217
710000
3000
克：那人会让你也跳伞还是就直说”我呆不下啦“
12:18
RB: No, he told me jump, but once his weight had gone,
218
713000
4000
理：不，他告诉我跳伞，但是一旦他挑出舱外，给飞船减负
12:22
the balloon just shot up to 12,000 feet and I ...
219
717000
6000
气球就直窜1万2千米高空
12:28
CA: And you inspired an Ian McEwan novel I think with that.
220
723000
3000
克：你的冒险给了伊恩麦克伊旺（英国作家）灵感
12:31
RB: Yeah. No, I put on my oxygen mask and stood on top of the balloon,
221
726000
4000
里：对，不是的，我带上氧气面罩站在气球顶端
12:35
with my parachute, looking at the swirling clouds below,
222
730000
3000
背上背着降落伞，低头看着脚下的漩涡一般的云
12:38
trying to pluck up my courage to jump into the North Sea, which --
223
733000
5000
我想鼓起勇气一头跳进北海--
12:43
and it was a very, very, very lonely few moments.
224
738000
2000
那一刻真的是太太孤单了
12:45
But, anyway, we managed to survive it.
225
740000
2000
但不管怎么说，我们还是活下来了
12:47
CA: Did you jump? Or it came down in the end?
226
742000
2000
克：你跳了吗，还是气球最后着陆了？
12:49
RB: Well, I knew I had about half an hour's fuel left,
227
744000
6000
理：当时我知道还有够半小时飞行的燃料
12:55
and I also knew that the chances were that if I jumped,
228
750000
4000
我也知道要是我跳的话
12:59
I would only have a couple of minutes of life left.
229
754000
3000
我也就只能再多活几分钟
13:02
So I climbed back into the capsule and just desperately tried
230
757000
4000
所以我又回到驾驶舱，绝望地试着
13:06
to make sure that I was making the right decision.
231
761000
3000
让自己相信这个选择是正确的
13:09
And wrote some notes to my family. And then climbed back up again,
232
764000
4000
我给家人写了几张纸条，然后又爬回舱外
13:13
looked down at those clouds again,
233
768000
1000
低头看着云朵
13:14
climbed back into the capsule again.
234
769000
2000
接着又回到驾驶舱
13:16
And then finally, just thought, there's a better way.
235
771000
3000
终于想到，还有一个更好的方法
13:19
I've got, you know, this enormous balloon above me,
236
774000
3000
要知道，我头上有这么一个硕大的气球
13:22
it's the biggest parachute ever, why not use it?
237
777000
5000
这可是有史以来最大的降落伞，为什么白白浪费呢?
13:27
And so I managed to fly the balloon down through the clouds,
238
782000
4000
所以我就试着穿过云层用气球着陆
13:32
and about 50 feet, before I hit the sea, threw myself over.
239
787000
4000
当降落到距海面50尺的时候我就跳下去了
13:36
And the balloon hit the sea
240
791000
2000
气球也撞击到海面上了
13:38
and went shooting back up to 10,000 feet without me.
241
793000
4000
然后弹回到空中高达1万尺，不过我可没在气球上
13:42
But it was a wonderful feeling being in that water and --
242
797000
3000
不过泡在海里的感觉还挺好的--
13:45
CA: What did you write to your family?
243
800000
3000
克：给家人的纸条上写的是什么？
13:48
RB: Just what you would do in a situation like that:
244
803000
4000
理：不过是人人都会在那种情况下写的东西
13:52
just I love you very much. And
245
807000
3000
我很爱你们，还有--
13:55
I'd already written them a letter before going on this trip, which --
246
810000
5000
我在出发前就已经写给他们一封信
14:00
just in case anything had happened.
247
815000
2000
以防万一
14:02
But fortunately, they never had to use it.
248
817000
5000
不过万幸的是他们至今还没机会拆开看
14:07
CA: Your companies have had incredible PR value out of these heroics.
249
822000
6000
克：你的公司的公关部门可是很看重这种英雄式的冒险精神啊
14:14
The years -- and until I stopped looking at the polls,
250
829000
5000
这些年来--直到我最后一次看民意调查
14:19
you were sort of regarded as this great hero in the U.K. and elsewhere.
251
834000
4000
在英国国内外，你可算得上大英雄
14:23
And cynics might say, you know, this is just a smart business guy
252
838000
4000
那些愤世嫉俗的家伙会说你不过是个很有商业头脑的人
14:27
doing what it takes to execute his particular style of marketing.
253
842000
5000
你市场营销的手段罢了的所作所为不过是
14:32
How much was the PR value part of this?
254
847000
5000
这其中的公关成分有多大呢？
14:37
RB: Well, of course, the PR experts said that as an airline owner,
255
852000
7000
理：当然了，公关专家会说作为航空公司的拥有者
14:44
the last thing you should be doing is heading off in balloons and boats,
256
859000
5000
最不该做的事莫过于跑到热气球啊，船啊什么上去冒险
14:49
and crashing into the seas.
257
864000
3000
还一头栽到海里
14:52
(Laughter)
258
867000
4000
（笑）
14:56
CA: They have a point, Richard.
259
871000
2000
克：他们说的没错，理查德
14:58
RB: In fact, I think our airline took a full page ad at the time saying,
260
873000
4000
理：实际上，我们当时买下杂志的一整页做广告
15:02
you know, come on, Richard,
261
877000
2000
要知道，的了吧，理查德
15:04
there are better ways of crossing the Atlantic.
262
879000
3000
要想横跨大西洋，选个好点的法子吧
15:07
(Laughter)
263
882000
1000
（笑）
15:08
CA: To do all this,
264
883000
2000
克：要做到这些
15:10
you must have been a genius from the get-go, right?
265
885000
3000
你可得是个大天才，没错吧？
15:14
RB: Well, I won't contradict that.
266
889000
3000
理：我不会否定这说法
15:17
(Laughter)
267
892000
1000
（笑）
15:18
CA: OK, this isn't exactly hardball. OK.
268
893000
4000
克：好吧，我们这儿可不是硬球节目，好吧
15:22
Didn't -- weren't you just terrible at school?
269
897000
4000
克：你当年是不是--是不是学习成绩不太理想
15:26
RB: I was dyslexic. I had no understanding of schoolwork whatsoever.
270
901000
8000
理：我当年有阅读困难症，我压根不懂学习上的玩意儿
15:37
I certainly would have failed IQ tests.
271
912000
3000
我的智商测验成绩准很低
15:40
And it was one of the reasons I left school when I was 15 years old.
272
915000
6000
也许是因为这个我15岁就辍学了
15:47
And if I -- if I'm not interested in something, I don't grasp it.
273
922000
8000
要是--要是我对什么没兴趣，我肯定学不到什么东西
15:55
As somebody who's dyslexic,
274
930000
1000
对于一个有阅读困难的人来说
15:56
you also have some quite bizarre situations.
275
931000
2000
这情况还是挺奇怪的
15:58
I mean, for instance, I've had to -- you know,
276
933000
5000
我的意思是，比如，我不得不
16:03
I've been running the largest group of private companies in Europe,
277
938000
3000
我一直以来在运营欧洲最大的私人集团
16:06
but haven't been able to know the difference between net and gross.
278
941000
3000
但一直我都没搞懂净收入和毛收入的差别
16:12
And so the board meetings have been fascinating.
279
947000
2000
所以董事会会议还是挺令人向往的
16:15
(Laughter)
280
950000
1000
（笑）
16:16
And so, it's like, good news or bad news?
281
951000
2000
所以，这到底是好事还是坏事？
16:18
And generally, the people would say, oh, well that's bad news.
282
953000
3000
人们大都会说，噢，那可不是什么好事
16:21
CA: But just to clarify, the 25 billion dollars is gross, right? That's gross?
283
956000
3000
克：澄清一下，250亿是毛收入，是毛收入对吧？
16:24
(Laughter)
284
959000
1000
（笑）
16:25
RB: Well, I hope it's net actually, having --
285
960000
3000
理：我倒希望是净收入
16:28
(Laughter) --
286
963000
3000
（笑）
16:31
I've got it right.
287
966000
2000
我应该没搞错吧
16:33
CA: No, trust me, it's gross.
288
968000
2000
克：不，相信我，是毛收入
16:35
(Laughter)
289
970000
3000
（笑）
16:38
RB: So, when I turned 50, somebody took me outside the boardroom and said,
290
973000
4000
理：有一天有人把年过50的我拉出董事会门外
16:42
"Look Richard, here's a -- let me draw on a diagram.
291
977000
3000
“你看，理查德，让我给你画图解释一下--
16:45
Here's a net in the sea,
292
980000
2000
海里有一张网
16:47
and the fish have been pulled from the sea into this net.
293
982000
4000
把鱼从海里捞出来
16:51
And that's the profits you've got left over in this little net,
294
986000
3000
这张小网里剩下的是你的盈利
16:54
everything else is eaten."
295
989000
2000
其他的都被吃光了。”
16:56
And I finally worked it all out.
296
991000
3000
到最后，我总算搞明白了
16:59
(Laughter)
297
994000
1000
（笑）
17:00
(Applause)
298
995000
2000
（鼓掌）
17:02
CA: But, I mean, at school -- so as well as being,
299
997000
3000
克：但是，在学校，虽说身为--
17:05
you know, doing pretty miserably academically,
300
1000000
2000
成绩不太理想的学生
17:07
but you were also the captain of the cricket and football teams.
301
1002000
3000
你可还是板球和足球队队长
17:10
So you were kind of a -- you were a natural leader,
302
1005000
2000
所以，你是那种，那种天生领袖
17:12
but just a bit of a ... Were you a rebel then, or how would you ...
303
1007000
4000
但有有那么点--有点叛逆，你自己怎么看…
17:18
RB: Yeah, I think I was a bit of a maverick and -- but I ... And I was,
304
1013000
8000
理：，我是有那么点标新立异，但是，我--
17:26
yeah, I was fortunately good at sport,
305
1021000
2000
幸运的是，我还挺有运动细胞的
17:28
and so at least I had something to excel at, at school.
306
1023000
5000
所以在学校我还可以在某些方面很超群
17:33
CA: And some bizarre things happened just earlier in your life.
307
1028000
2000
克：你年轻的时候还是经历了不少怪事的
17:35
I mean, there's the story about your mother
308
1030000
2000
我的意思是，你母亲还有段小插曲
17:37
allegedly dumping you in a field, aged four, and saying "OK, walk home."
309
1032000
5000
据说，她把当时只有4岁的你弃于田野，说“自己走回家去吧。”
17:42
Did this really happen?
310
1037000
1000
这是真的吗？
17:43
RB: She was, you know,
311
1038000
2000
理：是的，要知道
17:45
she felt that we needed to stand on our own two feet from an early age.
312
1040000
3000
她认为我们从小就应该自食其力
17:48
So she did things to us, which now she'd be arrested for,
313
1043000
4000
所以她才会这样做，换作今天，她准会被送到警察局
17:52
such as pushing us out of the car,
314
1047000
4000
她把我们赶下车
17:56
and telling us to find our own way to Granny's,
315
1051000
2000
让我们自己找到去祖母家的路
17:58
about five miles before we actually got there.
316
1053000
4000
我们走了得有5公里才到
18:02
And making us go on wonderful, long bike rides.
317
1057000
3000
她还让我们骑上自行车去很远的地方
18:05
And we were never allowed to watch television and the like.
318
1060000
3000
她从来不让我们看电视什么的
18:08
CA: But is there a risk here?
319
1063000
1000
克：这么做也挺有风险的吧
18:09
I mean, there's a lot of people in the room who are wealthy, and they've got kids,
320
1064000
3000
演播室里在座的也有家境殷实有孩子的
18:12
and we've got this dilemma about how you bring them up.
321
1067000
3000
把孩子拉扯成人还是挺进退两难的累人的
18:15
Do you look at the current generation of kids coming up and think
322
1070000
3000
你觉得现在的孩子
18:18
they're too coddled, they don't know what they've got,
323
1073000
2000
是不是太被娇生惯养了，没有什么感恩之心
18:20
we're going to raise a generation of privileged ...
324
1075000
2000
这代人会不会变成坐拥…
18:22
RB: No, I think if you're bringing up kids,
325
1077000
3000
理：不，我不觉得人们在培养孩子
18:25
you just want to smother them with love and praise and enthusiasm.
326
1080000
7000
是把他们泡在宠爱、表扬和殷勤的蜜罐子里
18:32
So I don't think you can mollycoddle your kids too much really.
327
1087000
6000
我觉得最好还是不要太娇宠孩子了
18:38
CA: You didn't turn out too bad, I have to say, I'm ...
328
1093000
3000
克：你成长的很好嘛，我觉得--
18:41
Your headmaster said to you --
329
1096000
2000
你的校长对你说--
18:43
I mean he found you kind of an enigma at your school --
330
1098000
3000
我的意思是他觉得你在学校不太合群
18:46
he said, you're either going to be a millionaire or go to prison,
331
1101000
3000
他说，你日后要么成为百万富翁，要么锒铛入狱
18:49
and I'm not sure which.
332
1104000
2000
而他也不确定你会发成哪一个
18:51
Which of those happened first?
333
1106000
3000
那么，上面两个哪一个最先发生？
18:54
(Laughter)
334
1109000
1000
（笑）
18:55
RB: Well, I've done both. I think I went to prison first.
335
1110000
4000
理：我两样都做到了，不过蹲监狱在先
18:59
I was actually prosecuted under two quite ancient acts in the U.K.
336
1114000
6000
我是给英国最古老的两个法案定罪的
19:05
I was prosecuted under the 1889 Venereal Diseases Act
337
1120000
4000
根据1889年性病法案我被判罪
19:09
and the 1916 Indecent Advertisements Act.
338
1124000
2000
还有根据1916年猥琐广告法案
19:11
On the first occasion, for mentioning the word venereal disease in public, which --
339
1126000
6000
第一桩是因为我在公众场合提起“性病”这字眼儿
19:17
we had a center where we would help young people who had problems.
340
1132000
4000
那是在一个青年援助中心
19:21
And one of the problems young people have is venereal disease.
341
1136000
3000
有个问题少年有性病
19:24
And there's an ancient law that says
342
1139000
1000
有那么个古老的法案规定
19:25
you can't actually mention the word venereal disease or print it in public.
343
1140000
4000
禁止在公众场合口头或书面提起“性病”二字
19:29
So the police knocked on the door, and told us they were going to arrest us
344
1144000
3000
所以，警察找上门来，告诉我我会被逮捕
19:32
if we carried on mentioning the word venereal disease.
345
1147000
2000
要是我日后再提起那二字
19:34
We changed it to social diseases
346
1149000
2000
在英国这病被叫做“社会病”
19:36
and people came along with acne and spots,
347
1151000
2000
人们会长青春痘或暗疮
19:38
but nobody came with VD any more.
348
1153000
2000
但没人会得性病
19:40
So, we put it back to VD and promptly got arrested.
349
1155000
4000
所以，我们冠之以老叫法就被捕了
19:44
And then subsequently, "Never Mind the Bollocks, Here's the Sex Pistols,"
350
1159000
4000
紧接着，《去他的胡诌八扯，我们是性手枪》（英国朋克乐队性手枪专辑名）问世
19:48
the word bollocks, the police decided was a rude word and so we were arrested
351
1163000
7000
警察认为”胡诌八扯“不雅，所以我再次锒铛入狱
19:55
for using the word bollocks on the Sex Pistols' album.
352
1170000
3000
就因为专辑名字不雅
19:58
And John Mortimer, the playwright, defended us.
353
1173000
4000
约翰蒙泰莫（英国作家、法官）为我们辩护
20:02
And he asked if I could find a linguistics expert
354
1177000
5000
他问我能否找个语言学家
20:07
to come up with a different definition of the word bollocks.
355
1182000
4000
给出bollocks（一意为胡诌八扯）的其他意思
20:11
And so I rang up Nottingham University,
356
1186000
2000
后来我打电话给诺丁汉大学
20:13
and I asked to talk to the professor of linguistics.
357
1188000
2000
想跟语言学教授谈谈
20:15
And he said, "Look, bollocks is not a -- has nothing to do with balls whatsoever.
358
1190000
5000
那教授说”其实，bollocks压根儿没“睾丸”的意思
20:20
It's actually a nickname given to priests in the eighteenth century."
359
1195000
4000
这次不过是18实际人们给牧师起得诨名。“
20:24
(Laughter)
360
1199000
3000
（笑）
20:27
And he went, "Furthermore, I'm a priest myself."
361
1202000
4000
他还说“并且，我本人就是一个牧师。”
20:31
And so I said, "Would you mind coming to the court?"
362
1206000
2000
我问“你能来法庭为我作证吗？”
20:33
And he said he'd be delighted. And I said --
363
1208000
2000
他说他很乐意。我说--
20:35
and he said, "Would you like me to wear my dog collar?"
364
1210000
2000
不，他说“需要我戴牧师的白领子（dog collar又有狗脖套之意）？”
20:37
And I said, "Yes, definitely. Please."
365
1212000
2000
我说“那就太好了--麻烦了…”
20:39
(Laughter)
366
1214000
2000
（笑）
20:41
CA: That's great.
367
1216000
1000
克：神了
20:42
RB: So our key witness argued that it was actually
368
1217000
2000
理：所以我们的重点证人辩证道--其实
20:44
"Never Mind the Priest, Here's the Sex Pistols."
369
1219000
2000
《去他的牧师，我们是性手枪》
20:46
(Laughter)
370
1221000
2000
（笑）
20:48
And the judge found us -- reluctantly found us not guilty, so ...
371
1223000
2000
然后法官判决--很不情愿的判决我们无罪
20:51
(Laughter)
372
1226000
1000
（笑）
20:52
CA: That is outrageous.
373
1227000
2000
克：还真是神了
20:55
(Applause)
374
1230000
2000
（鼓掌）
20:57
So seriously, is there a dark side?
375
1232000
5000
不过说真的，这事儿有负面影响吗？
21:02
A lot of people would say there's no way
376
1237000
2000
很多人都说
21:04
that someone could put together this incredible collection of businesses
377
1239000
3000
一个人单枪匹马根本没法应付这么庞大的集团
21:07
without knifing a few people in the back,
378
1242000
3000
除非被底陷害几个人
21:10
you know, doing some ugly things.
379
1245000
2000
就是，就是感谢不光彩的事
21:12
You've been accused of being ruthless.
380
1247000
2000
你被指责过心狠手辣
21:14
There was a nasty biography written about you by someone.
381
1249000
2000
有人写过一本丑化你的传记
21:16
Is any of it true? Is there an element of truth in it?
382
1251000
4000
是真的吗？那书里面有真实的成分吗？
21:20
RB: I don't actually think that the stereotype
383
1255000
3000
理：我并不认为那些刻板印象有用
21:23
of a businessperson treading all over people to get to the top,
384
1258000
5000
从商的人不择手段达到目的的说法
21:28
generally speaking, works.
385
1263000
2000
通常情况下，不是很有说服力
21:30
I think if you treat people well,
386
1265000
2000
我觉得只要你对人不薄
21:32
people will come back and come back for more.
387
1267000
5000
人们就会回来，并且多次回来
21:37
And I think all you have in life is your reputation
388
1272000
3000
我觉得人生在世信誉为本
21:40
and it's a very small world.
389
1275000
4000
这世界说小很小
21:45
And I actually think that the best way
390
1280000
4000
而且我觉得最好是
21:49
of becoming a successful business leader is dealing with people fairly and well,
391
1284000
7000
做一个讲信誉、待人公正的商人
21:56
and I like to think that's how we run Virgin.
392
1291000
4000
我是这样运营维珍集团的
22:01
CA: And what about the people who love you and who see you spending --
393
1296000
4000
克：那对于爱戴你的人呢
22:05
you keep getting caught up in these new projects,
394
1300000
2000
他们眼睁睁看你的新项目被困吗？
22:07
but it almost feels like you're addicted to launching new stuff.
395
1302000
3000
貌似你对推陈出新很上瘾啊
22:10
You get excited by an idea and, kapow!
396
1305000
2000
你要一心血来潮，瞧！
22:12
I mean, do you think about life balance?
397
1307000
3000
你是怎么保持工作生活平衡的？
22:15
How do your family feel about
398
1310000
2000
你家人怎么看
22:17
each time you step into something big and new?
399
1312000
2000
每当你着手新的大计划？
22:20
RB: I also believe that being a father's incredibly important,
400
1315000
4000
理：我也认为为人父是件很重要的事
22:24
so from the time the kids were very young,
401
1319000
3000
当我的孩子很还很小时，时不时
22:27
you know, when they go on holiday, I go on holiday with them.
402
1322000
3000
当他们出去度假时，我就跟着一起去
22:31
And so we spend a very good sort of three months away together.
403
1326000
6000
我们就一起过了3个月快乐假期
22:37
Yes, I'll, you know, be in touch. We're very lucky,
404
1332000
3000
是啊，我会，要知道，保持联系。我们是很幸运的
22:40
we have this tiny little island in the Caribbean and we can --
405
1335000
4000
我们在加勒比海有个小岛，我们可以--
22:44
so I can take them there and we can bring friends,
406
1339000
4000
我会带他们去哪儿，还有朋友们
22:48
and we can play together,
407
1343000
2000
一起玩乐
22:50
but I can also keep in touch with what's going on.
408
1345000
4000
同时我也可以的到生意上的实时更新信息
22:54
CA: You started talking in recent years
409
1349000
2000
克：你近年来开始演讲
22:56
about this term capitalist philanthropy.
410
1351000
2000
做有关资本家慈善活动的演讲
22:58
What is that?
411
1353000
2000
那到底是什么概念？
23:00
RB: Capitalism has been proven to be a system that works.
412
1355000
4000
理：资本主义被验证是一个有效的经济系统
23:04
You know, the alternative, communism, has not worked.
413
1359000
5000
要知道，另一种，也就是社会主义，不怎么管用
23:09
But the problem with capitalism is
414
1364000
2000
但资本主义的问题是--
23:11
extreme wealth ends up in the hands of a few people,
415
1366000
3000
财富高度集中在少数人手中
23:14
and therefore extreme responsibility, I think, goes with that wealth.
416
1369000
5000
因此这少数人肩负重任。我认为，用这笔财富
23:19
And I think it's important that the individuals,
417
1374000
4000
我觉得对一个人来说很重要
23:23
who are in that fortunate position, do not end up competing
418
1378000
5000
对那些幸运的人来说，避免相互攀比
23:28
for bigger and bigger boats, and bigger and bigger cars,
419
1383000
2000
看谁的船大，谁的车好
23:30
but, you know, use that money to either create new jobs
420
1385000
6000
但，要知道，那钱可以创造更多的工作机会
23:36
or to tackle issues around the world.
421
1391000
3000
解决世界上很多亟待解决的问题
23:40
CA: And what are the issues that you worry about most, care most about,
422
1395000
3000
克：你最关心的、最担心的
23:43
want to turn your resources toward?
423
1398000
3000
最想用你的资源解决的是什么问题呢？
23:47
RB: Well, there's -- I mean there's a lot of issues.
424
1402000
3000
理：这个嘛--问题很多
23:50
I mean global warming certainly is a massive threat to mankind
425
1405000
7000
全球气候变暖是威胁人类生存的一大问题
23:57
and we are putting a lot of time and energy into,
426
1412000
4000
我们正全力解决
24:01
A, trying to come up with alternative fuels
427
1416000
4000
要么，找到一种可替代能源
24:05
and, B, you know, we just launched this prize, which is really a prize
428
1420000
9000
要么，我们推出个奖，一个真正的奖
24:14
in case we don't get an answer on alternative fuels,
429
1429000
4000
以防我们找不到可替代能源
24:18
in case we don't actually manage to get the carbon emissions
430
1433000
3000
以防我们没法控制温室气体排放
24:21
cut down quickly, and in case we go through the tipping point.
431
1436000
3000
没法即时的解决问题，突破极限时
24:24
We need to try to encourage people to come up with a way
432
1439000
4000
我们得鼓励大家另辟蹊径
24:28
of extracting carbon out of the Earth's atmosphere.
433
1443000
3000
清洁大气中的温室气体
24:31
And we just -- you know, there weren't really people
434
1446000
3000
我们得--要知道，以前没什么人
24:34
working on that before, so we wanted people to try to --
435
1449000
4000
着手做过，所以我们想让人们尝试--
24:38
all the best brains in the world to start thinking about that,
436
1453000
3000
云集世上最优秀的头脑，集思广益
24:41
and also to try to extract the methane
437
1456000
2000
同时还要把甲烷
24:43
out of the Earth's atmosphere as well.
438
1458000
3000
从大气层中清出
24:46
And actually, we've had about 15,000 people fill in the forms
439
1461000
5000
我们大概有1万5千人报名
24:51
saying they want to give it a go.
440
1466000
2000
想参与其中
24:53
And so we only need one, so we're hopeful.
441
1468000
3000
我们只需一个解决方法，这还是很有希望的
24:56
CA: And you're also working in Africa on a couple of projects?
442
1471000
4000
克：同时你在非洲也有几个计划？
25:00
RB: Yes, I mean, we've got -- we're setting up something called
443
1475000
4000
理：是的我们--我们展开一项叫--
25:04
the war room, which is maybe the wrong word.
444
1479000
2000
战争房间，好像是这名儿不太好
25:06
We're trying to -- maybe we'll change it -- but anyway, it's a war room
445
1481000
4000
我们尝试--也许名字得改--不管怎样，叫战争房间
25:10
to try to coordinate all the attack that's going on in Africa,
446
1485000
4000
这个计划试图环节解决非洲的各个冲突
25:14
all the different social problems in Africa,
447
1489000
3000
各个社会问题
25:17
and try to look at best practices.
448
1492000
4000
并寻找最佳解决替代途径
25:21
So, for instance,
449
1496000
3000
比如
25:24
there's a doctor in Africa that's found that
450
1499000
3000
非洲有一个医生发现
25:27
if you give a mother antiretroviral drugs at 24 weeks, when she's pregnant,
451
1502000
6000
怀孕24周时服用抗逆转录病毒药物的孕妇
25:33
that the baby will not have HIV when it's born.
452
1508000
7000
产下的婴儿不会感染艾滋病毒
25:40
And so disseminating that information to
453
1515000
5000
然后把这个发现传播
25:45
around the rest of Africa is important.
454
1520000
2000
遍及非洲是极为重要的
25:47
CA: The war room sounds, it sounds powerful and dramatic.
455
1522000
3000
克：战争房间，这名字很有力
25:50
And is there a risk that the kind of the business heroes of the West
456
1525000
5000
作为西方商场上的英雄，这样做会不会有风险
25:55
get so excited about -- I mean, they're used to having an idea,
457
1530000
4000
这样兴奋--我的意思是，作为商人，早把主意层出习以为常
25:59
getting stuff done, and they believe profoundly
458
1534000
3000
把问题解决习以为常，商人大都坚信
26:02
in their ability to make a difference in the world.
459
1537000
2000
自己有能力造福世界
26:04
Is there a risk that we go to places like Africa and say,
460
1539000
3000
这样认为，在非洲会不会有风险
26:07
we've got to fix this problem and we can do it,
461
1542000
3000
我们能解决这个问题，我们能做到那个
26:10
I've got all these billions of dollars, you know, da, da, da --
462
1545000
3000
我们腰缠万贯，种种
26:13
here's the big idea. And kind of take a much more complex situation
463
1548000
4000
心怀壮志，一心要解决复杂问题
26:17
and actually end up making a mess of it. Do you worry about that?
464
1552000
5000
但到头来却弄得一团糟。你这样担心过吗？
26:22
RB: Well, first of all, on this particular situation, we're actually --
465
1557000
7000
理：首先，就这一问题，我们实际上--
26:29
we're working with the government on it.
466
1564000
2000
我们正在和当地政府合作
26:31
I mean, Thabo Mbeki's had his problems with accepting
467
1566000
4000
姆贝基（南非前总统）虽有点难以接受
26:35
HIV and AIDS are related, but this is a way, I think,
468
1570000
5000
但事关艾滋病，我认为这也是一种解决途径
26:40
of him tackling this problem and instead of the world criticizing him,
469
1575000
6000
他也在试图解决这一问题，指责他的做法帮不了多大忙
26:46
it's a way of working with him, with his government.
470
1581000
3000
这是与他合作的方法，通过与他的政府合作
26:49
It's important that if people do go to Africa and do try to help,
471
1584000
2000
要使人们能亲自到非洲，身体力行，这会有很大帮助的
26:51
they don't just go in there and then leave after a few years.
472
1586000
3000
不单单只是取代个几年就回来的那种
26:54
It's got to be consistent.
473
1589000
2000
而是持而久之的那种
26:56
But I think business leaders can bring their entrepreneurial know-how
474
1591000
6000
但我觉得商界领袖可以把他们的企业技能融入
27:02
and help governments approach things slightly differently.
475
1597000
4000
对政府的政策稍作引导
27:06
For instance, we're setting up clinics in Africa
476
1601000
3000
比如，我们在非洲开设了诊所
27:09
where we're going to be giving
477
1604000
2000
我们将会提供
27:11
free antiretroviral drugs, free TB treatment
478
1606000
2000
免费的抗逆转录病毒药物及肺结核治疗
27:13
and free malaria treatment.
479
1608000
3000
还有免费的疟疾治疗
27:16
But we're also trying to make them self-sustaining clinics,
480
1611000
3000
同时我们也试图让这些诊所自食其力
27:19
so that people pay for some other aspects.
481
1614000
4000
所以病人还是要支付其他一些费用的
27:23
CA: I mean a lot of cynics say about someone like yourself, or Bill Gates,
482
1618000
4000
克：很多愤世嫉俗的人说，想你和比尔盖茨这样的人
27:27
or whatever, that this is really being -- it's almost driven by
483
1622000
3000
只不过是--基本上是受
27:30
some sort of desire again, you know, for the right image,
484
1625000
3000
回报驱使，就是，提高个人形象
27:33
for guilt avoidance and not like a real philanthropic instinct.
485
1628000
5000
就是避免负罪感，而非所谓慈善家本能
27:38
What would you say to them?
486
1633000
1000
你会对这批人怎么说呢？
27:39
RB: Well, I think that everybody --
487
1634000
2000
理：我觉得，每个人
27:41
people do things for a whole variety of different reasons
488
1636000
4000
每个人的行为背后都是有原因的
27:45
and I think that, you know, when I'm on me deathbed,
489
1640000
2000
我觉得，当我临死的时候
27:47
I will want to feel that I've made a difference
490
1642000
3000
我能感到自己为世界做过贡献的感觉
27:50
to other people's lives.
491
1645000
2000
为他人做过贡献的感觉
27:52
And that may be a selfish thing to think,
492
1647000
3000
这么想也许挺自私的
27:55
but it's the way I've been brought up.
493
1650000
2000
但我就是怀揣这信念长大的
27:57
I think if I'm in a position to
494
1652000
2000
我觉得我有能力
27:59
radically change other people's lives for the better,
495
1654000
3000
极大提高人们的生活质量
28:02
I should do so.
496
1657000
2000
我应该付诸行动
28:04
CA: How old are you?
497
1659000
1000
克：你年纪多大了？
28:05
RB: I'm 56.
498
1660000
1000
理：56岁了
28:06
CA: I mean, the psychologist Erik Erikson says that -- as I understand him
499
1661000
5000
克：心理学家埃里克森说过，并且我也赞同
28:11
and I'm a total amateur -- but that during 30s, 40s people are driven by
500
1666000
6000
不过我并非专家，他说，人在30、40岁时
28:17
this desire to grow and that's where they get their fulfillment.
501
1672000
5000
会极渴望成长，这样会达到满足的境界
28:22
50s, 60s, the mode of operation shifts more to the quest for wisdom
502
1677000
4000
到了50、60岁时，人们会渴望得到智慧
28:26
and a search for legacy.
503
1681000
2000
并留下自己的贡献
28:28
I mean, it seems like you're still
504
1683000
2000
好像你还
28:30
a little bit in the growth phases,
505
1685000
2000
处于渴望成长的阶段
28:32
you're still doing these incredible new plans.
506
1687000
2000
你还在着手开展新项目
28:34
How much do you think about legacy,
507
1689000
2000
你有多看中为后人留下自己贡献呢？
28:36
and what would you like your legacy to be?
508
1691000
2000
你希望自己的贡献是什么？
28:41
RB: I don't think I think too much about legacy.
509
1696000
3000
理：我没大想过留下什么
28:44
I mean, I like to -- you know, my grandmother lived to 101,
510
1699000
6000
我当然想，要知道，我祖母一直活到101岁
28:50
so hopefully I've got another 30 or 40 years to go.
511
1705000
3000
所以，要走运的话，我还有个30、40年
28:54
No, I just want to live life to its full.
512
1709000
6000
不，我只想充分利用生命
29:00
You know, if I can make a difference,
513
1715000
2000
为世界做点贡献
29:02
I hope to be able to make a difference.
514
1717000
2000
我想为世界做点贡献
29:04
And I think one of the positive things at the moment is
515
1719000
3000
我觉得当下有利的一点是
29:07
you've got Sergey and Larry from Google, for instance,
516
1722000
4000
比如，谷歌的谢尔盖和拉里
29:11
who are good friends.
517
1726000
2000
他们是至交
29:13
And, thank God, you've got two people
518
1728000
3000
谢天谢地，有两个人
29:16
who genuinely care about the world and with that kind of wealth.
519
1731000
4000
真心真意关心这个世界，并用他们的财富造福世界
29:20
If they had that kind of wealth and they didn't care about the world,
520
1735000
3000
要是换作有同样财富，却不关心世界的两个人
29:23
it would be very worrying.
521
1738000
2000
那可就坏了
29:25
And you know they're going to make a hell of a difference to the world.
522
1740000
3000
要真那样，整个世界可就遭殃了
29:28
And I think it's important
523
1743000
2000
居高位的人为世界做出贡献
29:30
that people in that kind of position do make a difference.
524
1745000
4000
是很重要的
29:34
CA: Well, Richard, when I was starting off in business,
525
1749000
1000
克：理查德，我当年刚开始入行的时候
29:35
I knew nothing about it and I also was sort of --
526
1750000
3000
我一无所知，而且--
29:38
I thought that business people were supposed to just be ruthless
527
1753000
2000
我错以为商界的人就应该心狠手辣
29:40
and that that was the only way you could have a chance of succeeding.
528
1755000
4000
只有这样才能站得住脚并成功
29:44
And you actually did inspire me. I looked at you, I thought,
529
1759000
2000
你今天给了我很大启发。看看你，我心想
29:46
well, he's made it. Maybe there is a different way.
530
1761000
2000
他做到了，也许真有另一种成功的方法
29:48
So I would like to thank you for that inspiration,
531
1763000
3000
所以，谢谢你今天给我们的启发
29:51
and for coming to TED today. Thank you.
532
1766000
2000
谢谢你今天参与TED，谢谢
29:53
Thank you so much.
533
1768000
1000
非常感谢
29:54
(Applause)
534
1769000
7000
（鼓掌）
ABOUT THE SPEAKER
Richard Branson - EntrepreneurRichard Branson bootstrapped his way from record-shop owner to head of the Virgin empire. Now he's focusing his boundless energy on saving our environment.
Why you should listen
He's ballooned across the Atlantic, floated down the Thames with the Sex Pistols, and been knighted by the Queen. His megabrand, Virgin, is home to more than 250 companies, from gyms, gambling houses and bridal boutiques to fleets of planes, trains and limousines. The man even owns his own island.
And now Richard Branson is moving onward and upward into space (tourism): Virgin Galactic's Philippe Starck-designed, The first Burt Rutan-engineered spacecraft, The Enterprise, completed its first captive carry in early 2010 and is slated to start carrying passengers into the thermosphere in 2012, at $200,000 a ticket.
Branson also has a philanthropic streak. He's pledged the next 10 years of profits from his transportation empire (an amount expected to reach $3 billion) to the development of renewable alternatives to carbon fuels. And then there's his Virgin Earth Challenge, which offers a $25 million prize to the first person to come up with an economically viable solution to the greenhouse gas problem.
Richard Branson | Speaker | TED.com