TEDxTokyo
Shimpei Takahashi: Play this word game to come up with original ideas
高桥晋平: 想出新点子的方法
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设计玩具是高桥晋平长年以来的梦想。但是，作为玩具设计者刚开始工作时，需要运用大量的数据，致使创造力枯竭的感觉尤为明显。这次简短又愉快的演讲中，高桥介绍了一个简单的游戏，可以让点子源源不断地再次蓬勃而出。
Shimpei Takahashi - Toy designer
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas. Full bio
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas. Full bio
Double-click the English transcript below to play the video.
00:14
Hello.
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大家好。
00:16
I'm a toy developer.
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我是做玩具开发的。
怀揣着设计出谁也没见过的新玩具的梦想，
00:18
With a dream of creating new toys
that have never been seen before,
that have never been seen before,
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我在九年前加入了玩具公司。
00:22
I began working at a toy company
nine years ago.
nine years ago.
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刚入职的时候，
00:26
When I first started working there,
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00:28
I proposed many new ideas
to my boss every day.
to my boss every day.
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我每天想好多新的点子，并向上司提案。
00:32
However, my boss always asked
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但上司总是跟我这样说：
你有销量的预测数据吗？
00:34
if I had the data to prove it would sell,
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00:37
and asked me to think of product
development after analyzing market data.
development after analyzing market data.
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你要先分析市场数据，再来考虑商品设计。
数据、数据、数据、
00:40
Data, data, data.
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我就改从分析数据开始考虑商品的设计，
00:42
So I analyzed the market data
before thinking of a product.
before thinking of a product.
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00:46
However, I was unable to think
of anything new at that moment.
of anything new at that moment.
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但这样做之后，我就什么新点子都想不出来了。
00:51
(Laughter)
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（笑声）
00:52
My ideas were unoriginal.
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想出来的方案总是似曾相识，
渐渐地就什么也想不出来了，
渐渐地就什么也想不出来了，
00:54
I wasn't getting any new ideas
and I grew tired of thinking.
and I grew tired of thinking.
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思考变成了一件痛苦的事，
00:58
It was so hard that I became this skinny.
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最终变成这样皮包骨的一个人。
（笑声）
01:03
(Laughter)
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真的是这样。（鼓掌）
01:05
It's true.
(Applause)
(Applause)
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大家大概有相似的心情和经历吧：
01:08
You've all probably had
similar experiences and felt this way too.
similar experiences and felt this way too.
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上司好苛刻，看数据好痛苦，
思考这件事也好讨厌。
思考这件事也好讨厌。
01:12
Your boss was being difficult.
The data was difficult.
The data was difficult.
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01:14
You become sick of thinking.
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如今，我舍弃了数据。
01:16
Now, I throw out the data.
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01:19
It's my dream to create new toys.
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做出全新的玩具是我的梦想。
现在，代替数据分析，
01:22
And now, instead of data,
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我利用接龙游戏来产生新点子。
01:24
I'm using a game called Shiritori
to come up with new ideas.
to come up with new ideas.
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01:29
I would like to introduce
this method today.
this method today.
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今天，我来把这个开拓思维的方法介绍给大家。
01:32
What is Shiritori?
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接龙是这样玩的：
01:34
Take apple, elephant
and trumpet, for example.
and trumpet, for example.
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ringo — gorira — rappa
(苹果) — (猩猩) — (小号)
(苹果) — (猩猩) — (小号)
01:37
It's a game where
you take turns saying words
you take turns saying words
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用前一个单词的最后一个音，开始下一个单词。
01:39
that start with the last letter
of the previous word.
of the previous word.
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日语和英语玩起来都差不多。
01:41
It's the same in Japanese and English.
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就这样自由地玩一下接龙：
01:43
You can play Shiritori as you like:
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01:46
"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush]
[Cat, cola, concert, brush]
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neco — co-ra — raibu — burashi
(猫咪)—(可乐)—(演唱会)—(刷子)
(猫咪)—(可乐)—(演唱会)—(刷子)
如此以往，会出现许多随机的词汇。
01:49
Many random words will come out.
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然后把这些无关的词汇
01:52
You force those words to connect to what
you want to think of and form ideas.
you want to think of and form ideas.
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与自己思考的东西结合起来，
就能想出新的点子。
就能想出新的点子。
01:57
In my case, for example,
since I want to think of toys,
since I want to think of toys,
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举我的例子，我考虑的东西是玩具，
02:00
what could a toy cat be?
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那么就想”玩具猫咪”是什么样的，
从高处转一圈下来着地的玩具猫咪。
02:03
A cat that lands after doing
a somersault from a high place?
a somersault from a high place?
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“玩具可乐”是什么样的？
02:07
How about a toy with cola?
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从玩具枪里射出可乐，把对手打的黏糊糊的玩具。
02:09
A toy gun where you shoot cola
and get someone soaking wet?
and get someone soaking wet?
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（笑声）
02:12
(Laughter)
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天马行空也没关系，关键是思绪要保持流动。
02:13
Ridiculous ideas are okay.
The key is to keep them flowing.
The key is to keep them flowing.
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这样做就能不断的产生想法，
02:16
The more ideas you produce, you're sure
to come up with some good ones, too.
to come up with some good ones, too.
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从中肯定能产生好点子。
比如说刷子。
02:21
A brush, for example.
Can we make a toothbrush into a toy?
Can we make a toothbrush into a toy?
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我们能不能把牙刷做成玩具？
比如说把牙刷和吉他合体，
02:26
We could combine
a toothbrush with a guitar and --
a toothbrush with a guitar and --
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“戛戛戛戛戛——”
02:30
(Music noises) --
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一边刷牙一边演奏乐曲的玩具。
02:32
you've got a toy you can play with
while brushing your teeth.
while brushing your teeth.
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（笑声）（鼓掌）
02:35
(Laughter) (Applause)
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讨厌刷牙的小朋友说不定就能喜欢上刷牙呢。
02:37
Kids who don't like to brush
their teeth might begin to like it.
their teeth might begin to like it.
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02:41
Can we make a hat into a toy?
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能不能把帽子做成玩具？
像俄罗斯轮盘赌一样，
大家一个个击鼓传“帽”，
大家一个个击鼓传“帽”，
02:44
How about something like a roulette game,
where you try the hat on one by one,
where you try the hat on one by one,
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02:48
and then, when someone puts it on,
a scary alien breaks through the top
a scary alien breaks through the top
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有谁带上帽子的瞬间，头顶突然
“嘎——”地尖叫着出现凶暴的外星人。
02:53
screaming, "Ahh!"
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开轰趴的时候可能会需要这个吧。
02:55
I wonder if there would be
a demand for this at parties?
a demand for this at parties?
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02:58
Ideas that didn't come out while you stare
at the data will start to come out.
at the data will start to come out.
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盯着屏幕看数据，
绝对不会产生这样的想法。
03:03
Actually, this bubble wrap,
which is used to pack fragile objects,
which is used to pack fragile objects,
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实际上，这种包装材料，
用来包装易碎品的气泡塑料纸，
03:09
combined with a toy,
made Mugen Pop Pop,
made Mugen Pop Pop,
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把这个做成了一种叫做无限汽泡纸的玩具，
03:14
a toy where you can pop
the bubbles as much as you like.
the bubbles as much as you like.
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可以用手指想怎么捏就怎么捏的玩具，
03:17
It was a big hit when it reached stores.
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问世以来大获成功，
这跟数据可没什么关系。
03:20
Data had nothing to do with its success.
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只是这样噗嗤噗嗤地捏气泡，
03:22
Although it's only popping bubbles,
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真是一种派遣无聊的好办法。
03:25
it's a great way to kill time,
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今天一整天，在座的大伙儿请传着玩吧。
03:27
so please pass this around
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03:29
amongst yourselves today and play with it.
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（鼓掌）
03:32
(Applause)
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就这样，无聊的点子不断涌现，
03:36
Anyway, you continue to come up with
useless ideas.
useless ideas.
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大家一起来想想无聊的点子吧。
03:39
Think up many trivial ideas, everyone.
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如果你的创意要以分析为基石，
知道你要努力的方向，
知道你要努力的方向，
03:41
If you base your ideas on data analysis
and know what you're aiming for,
and know what you're aiming for,
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03:45
you'll end up trying too hard,
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就会用力过度，没办法产生新的东西。
03:48
and you can't produce new ideas.
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就算你知道自己的目标，
03:50
Even if you know what your aim is,
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03:52
think of ideas as freely as if you were
throwing darts with your eyes closed.
throwing darts with your eyes closed.
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要想闭着眼投飞镖一样
自由地思考各种想法。
03:56
If you do this, you surely will hit
somewhere near the center.
somewhere near the center.
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这样做，一定能接近靶心，
至少有一次（能实现）。
03:59
At least one will.
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而那就是你要选的（答案）。
04:00
That's the one you should choose.
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这样做就能让想法
04:02
If you do so, that idea will be in demand
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响应需求，更能新颖独特。
04:05
and, moreover, it will be brand new.
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这就是我的做法。
04:08
That is how I think of new ideas.
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04:10
It doesn't have to be Shiritori;
there are many different methods.
there are many different methods.
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除了接龙游戏，别的方法也能奏效。
只要能积累随机的单词就行。
04:13
You just have to choose words at random.
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啪啦啪啦地去翻字典就能积累单词，
04:15
You can flip through a dictionary
and choose words at random.
and choose words at random.
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比如说，查查两个字的词都有哪些，
04:18
For example, you could look up two
random letters and gather the results
random letters and gather the results
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或者到商店里查商品的名称，
04:22
or go to the store
and connect product names
and connect product names
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然后跟自己考虑的问题结合起来。
04:26
with what you want to think of.
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关键在于，
不要在自己思考的范畴之内搜集信息，
不要在自己思考的范畴之内搜集信息，
04:29
The point is to gather random words,
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04:33
not information from the category
you're thinking for.
you're thinking for.
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而要去收集随机的单词。
04:36
If you do this, the ingredients for
the association of ideas are collected
the association of ideas are collected
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这样做的话，头脑中
就搜集到了各种各样用于联想的材料，
04:42
and form connections
that will produce many ideas.
that will produce many ideas.
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结合起来就能闪现各种各样的想法。
04:45
The greatest advantage to this method
is the continuous flow of images.
is the continuous flow of images.
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这个方法最大的优点就在于印象的持续性。
04:49
Because you're thinking
of one word after another,
of one word after another,
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因为按照一定的顺序考虑单词，
上一个单词的印象还残存着，
04:52
the image of the previous word
is still with you.
is still with you.
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这个印象就能与下一个单词的印象自动结合，
04:54
That image will automatically
be related with future words.
be related with future words.
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在无意识之中，演唱会和刷子相结合，
04:57
Unconsciously, a concert will
be connected to a brush
be connected to a brush
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05:00
and a roulette game
will be connected to a hat.
will be connected to a hat.
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轮盘赌和帽子相结合，
05:02
You wouldn't even realize it.
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在自己也没察觉的情况下，
就能产生用其他方法都无法想出来的点子。
就能产生用其他方法都无法想出来的点子。
05:03
You can come up with ideas that
you wouldn't have thought of otherwise.
you wouldn't have thought of otherwise.
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这个方法当然不仅仅适用于开发玩具，
05:07
This method is, of course,
not just for toys.
not just for toys.
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也能用于图书、APP、活动等等
05:09
You can collect ideas for books, apps,
events, and many other projects.
events, and many other projects.
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其他的企划创意。
05:13
I hope you all try this method.
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请大家一定要试试看。
数据当中会产生未来。
05:18
There are futures that are born from data.
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不过，我用接龙这个傻傻的游戏，
05:21
However, using this silly game
called Shiritori,
called Shiritori,
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期待创造出大家根本无法想象的、
05:25
I look forward to
the exciting future you will create,
the exciting future you will create,
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令人心潮澎湃的未来。
05:28
a future you couldn't even imagine.
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非常感谢。
05:32
Thank you very much.
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（鼓掌）
05:34
(Applause)
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ABOUT THE SPEAKER
Shimpei Takahashi - Toy designerShimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas.
Why you should listen
Shimpei Takahashi has developed many toys for Bandai, including the popular Mugen Puchi Puchi, a game that exploits the universal love of popping bubble wrap. The toy received the Grand Prize "Trendy Toy" Award from the Japan Toy Association.
In 2005, Takahashi invented a board game called Simpei, while he also works in the digital realm, having designed the social gaming app, Onedari Wanko (Fawning Puppy).
Shimpei Takahashi | Speaker | TED.com