TED2015
Tony Fadell: The first secret of design is ... noticing
Tony Fadell: 设计的首要秘密…留意
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作为人类，我们很快就对事物原本的样子司空见惯。但对于设计师来说，事物原本的样子就是机会。它能变得更好吗？怎么做？在这个轻松有趣的演说中，这个 iPod和 Nest 恒温器背后的男人分享了他关于如何留意并创造变化的秘诀。
Tony Fadell - Product creator
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
Double-click the English transcript below to play the video.
00:13
In the great 1980s movie
"The Blues Brothers,"
"The Blues Brothers,"
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在1980年的著名电影《蓝调兄弟》里,
00:16
there's a scene where John Belushi
goes to visit Dan Aykroyd in his apartment
goes to visit Dan Aykroyd in his apartment
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有一幕是约翰·布鲁斯第一次到
丹·艾克罗伊德的芝加哥公寓去找他.
00:21
in Chicago for the very first time.
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00:24
It's a cramped, tiny space
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那是一个很窄、很小的房间，
00:26
and it's just three feet away
from the train tracks.
from the train tracks.
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而且离铁轨就三英尺远。
当约翰坐在丹的床上，
00:30
As John sits on Dan's bed,
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00:32
a train goes rushing by,
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一辆火车呼啸而过,
00:34
rattling everything in the room.
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房间内的每样东西都发出咯咯声.
00:37
John asks, "How often does
that train go by?"
that train go by?"
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约翰问：“火车多久过去一辆？”
00:40
Dan replies, "So often, you won't
even notice it."
even notice it."
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丹回答：“太频繁了，你甚至都不会注意到。”
00:45
And then, something falls off the wall.
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就在那时，一个东西从墙上掉了下来。
00:49
We all know what he's talking about.
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我们都懂他说的意思.
00:51
As human beings, we get used
to everyday things
to everyday things
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作为人类，我们对日常生活的东西
00:53
really fast.
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都很快就司空见惯。
00:55
As a product designer,
it's my job to see those everyday things,
it's my job to see those everyday things,
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作为一个产品设计师，
我的工作是去观察这些日常生活的东西，
我的工作是去观察这些日常生活的东西，
00:58
to feel them, and try
to improve upon them.
to improve upon them.
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去感受他们，
并尝试改善他们。
并尝试改善他们。
01:03
For example, see this piece of fruit?
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比如，看到这个水果了吗？
01:08
See this little sticker?
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看到这上面的小标签了吗？
01:11
That sticker wasn't there
when I was a kid.
when I was a kid.
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我小的时候这上面可没有标签，
01:14
But somewhere as the years passed,
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但许多年之后,
01:16
someone had the bright idea
to put that sticker on the fruit.
to put that sticker on the fruit.
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某些人想出把标签贴在水果上的好主意.
01:19
Why?
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为什么？
01:20
So it could be easier for us
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因为它可以让我们更容易地
01:21
to check out
at the grocery counter.
at the grocery counter.
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在商店柜台结账。
01:23
Well that's great,
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是的这挺好的，
01:24
we can get in and out of
the store quickly.
the store quickly.
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我们可以更快地进出商店了.
01:26
But now, there's a new problem.
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但是现在又有一个新的问题.
01:29
When we get home and we're hungry
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当我们回家感觉饿了，
01:31
and we see this ripe, juicy piece
of fruit on the counter,
of fruit on the counter,
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我们看到了桌上这个成熟多汁的水果，
01:34
we just want to pick it up
and eat it.
and eat it.
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我们想就把它拿起来、吃下去.
01:37
Except now, we have to look
for this little sticker.
for this little sticker.
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但现在，我们要找到这个小标签
01:42
And dig at it with our nails,
damaging the flesh.
damaging the flesh.
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然后用指甲挖掉它，
破坏了果肉
破坏了果肉
01:46
Then rolling up that sticker --
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接着，卷起那个小标签…
01:48
you know what I mean.
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你懂我意思的。
01:49
And then trying to flick
it off your fingers.
it off your fingers.
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然后用力把它从你手指上甩掉。
01:51
(Applause)
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（鼓掌）
01:56
It's not fun,
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这并不好玩，
01:57
not at all.
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一点也不好玩。
01:59
But something interesting happened.
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但有趣的事情就发生了，
02:01
See the first time you did it,
you probably felt those feelings.
you probably felt those feelings.
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想想，你第一次这么做，
02:05
You just wanted to eat the piece of fruit.
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你就想吃掉这个水果，
你会觉得这种感觉
你会觉得这种感觉
02:07
You felt upset.
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让你很烦躁。
02:08
You just wanted to dive in.
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你只是想开始大吃起来.
02:10
By the 10th time,
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但到了第十次，
02:12
you started to become less upset
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你开始觉得不那么烦躁了，
02:14
and you just started peeling
the label off.
the label off.
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然后你开始去撕掉这个标签.
02:18
By the 100th time,
at least for me,
at least for me,
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到第一百次的时候，
至少对于我来说，
至少对于我来说，
02:20
I became numb to it.
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我开始对它麻木了。
02:22
I simply picked up the piece of fruit,
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我只是拿起水果,
02:25
dug at it with my nails,
tried to flick it off,
tried to flick it off,
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用我指甲去抠它，
努力甩掉它
努力甩掉它
02:29
and then wondered,
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然后怀疑一下，
02:30
"Was there another sticker?"
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有没有另一张标签？
02:35
So why is that?
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所以，为什么会这样呢？
02:36
Why do we get used to everyday things?
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为什么我们就习惯了这些日常的东西呢？
02:39
Well as human beings,
we have limited brain power.
we have limited brain power.
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好吧作为人类，我们的脑能量有限，
02:42
And so our brains encode the
everyday things we do into habits
everyday things we do into habits
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所以我们的脑袋就自动把我们做的
日常的东西编码成习惯，
日常的东西编码成习惯，
02:47
so we can free up space
to learn new things.
to learn new things.
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于是我们可以腾出一些空间来学习新的东西.
02:50
It's a process called habituation
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这是一个被称作习惯化的过程.
02:52
and it's one of the most basic ways,
as humans, we learn.
as humans, we learn.
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是作为人类最基础的学习方式之一。
02:57
Now, habituation isn't always bad.
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习惯化并不总是不好的.
03:00
Remember learning to drive?
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你还记得你学开车的时候吗？
03:03
I sure do.
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我肯定你记得.
03:04
Your hands clenched at 10 and 2
on the wheel,
on the wheel,
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你的双手紧握方向盘，
放在十点钟和两点钟方向，
放在十点钟和两点钟方向，
03:08
looking at every single
object out there --
object out there --
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看着车外面的每样东西－－
03:10
the cars, the lights, the pedestrians.
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汽车、信号灯、行人。
03:13
It's a nerve-wracking experience.
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这是个神经高度紧张的经历。
03:16
So much so, that I couldn't even
talk to anyone else in the car
talk to anyone else in the car
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紧张到我都不能和车里的任何人说话,
03:20
and I couldn't even listen to music.
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我甚至连音乐也没法听。
03:22
But then something interesting happened.
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但有趣的事情发生了。
03:24
As the weeks went by,
driving became easier and easier.
driving became easier and easier.
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几周过去了
开车变得越来越容易，
开车变得越来越容易，
03:30
You habituated it.
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你习惯了。
03:32
It started to become
fun and second nature.
fun and second nature.
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它开始变成一个有趣、自然的反应.
03:35
And then, you could talk
to your friends again
to your friends again
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然后你又可以和你的朋友说话了,
03:37
and listen to music.
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又可以听音乐了.
03:38
So there's a good reason why
our brains habituate things.
our brains habituate things.
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所以这是个我们的脑袋
习惯化的好理由
习惯化的好理由
03:41
If we didn't, we'd notice
every little detail,
every little detail,
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因为如果我们不这么做
03:44
all the time.
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我们会一直关注每个小细节
03:46
It would be exhausting,
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这会让人精疲力尽
03:48
and we'd have no time
to learn about new things.
to learn about new things.
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而且我们也没有时间去学新的东西
03:52
But sometimes,
habituation isn't good.
habituation isn't good.
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但有时候，习惯化并不是好事
03:56
If it stops us from noticing
the problems that are around us,
the problems that are around us,
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如果它妨碍了我们去留意身边存在的问题
03:59
well, that's bad.
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那它就是不好的
04:01
And if it stops us from noticing
and fixing those problems,
and fixing those problems,
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如果它妨碍了我们留意并去修正那些问题
04:04
well, then that's really bad.
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那它真的很不好
04:07
Comedians know all about this.
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喜剧演员很清楚这个
04:09
Jerry Seinfeld's entire career was built
on noticing those little details,
on noticing those little details,
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杰里·赛恩菲尔德的整个演艺生涯
都是建立在留意那些小细节之上的
都是建立在留意那些小细节之上的
04:14
those idiotic things we do every day
that we don't even remember.
that we don't even remember.
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那些我们每天都在做的、甚至我们都不记得的
很愚蠢的事情
很愚蠢的事情
04:20
He tells us about the time
he visited his friends
he visited his friends
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他告诉我们，有一次他去找他的朋友
04:22
and he just wanted to take
a comfortable shower.
a comfortable shower.
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他想要舒服地洗个澡
04:25
He'd reach out and grab the handle
and turn it slightly one way,
and turn it slightly one way,
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他就伸出手抓住手柄，轻轻地向一个方向转动
04:28
and it was 100 degrees too hot.
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水温太高，热超过100华氏度
04:31
And then he'd turn it the other way,
and it was 100 degrees too cold.
and it was 100 degrees too cold.
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然后他把它转向另一个方向
水温又太低，冷超过100华氏度
水温又太低，冷超过100华氏度
04:35
He just wanted a comfortable shower.
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他只是想要洗一个舒舒服服的澡
04:37
Now, we've all been there,
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我们都有过这种经历
04:39
we just don't remember it.
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只是我们不记得了
04:41
But Jerry did,
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但杰里记得
04:43
and that's a comedian's job.
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那是一个喜剧演员的工作
04:45
But designers, innovators
and entrepreneurs,
and entrepreneurs,
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但是对于设计师、革新者和创业的人们
04:48
it's our job to not just notice
those things,
those things,
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我们的工作不但要去留意那些小东西
04:50
but to go one step further
and try to fix them.
and try to fix them.
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还要向前一步、尝试去修正它们
04:55
See this, this person,
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看这个人
04:56
this is Mary Anderson.
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这是玛莉·安德森
（译者注：著名美国演员）
（译者注：著名美国演员）
04:58
In 1902 in New York City,
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1902年
05:00
she was visiting.
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她去纽约的时候
05:03
It was a cold, wet, snowy day
and she was warm inside a streetcar.
and she was warm inside a streetcar.
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那是一个又冷又湿的下雪天
她坐在温暖的有轨电车里
她坐在温暖的有轨电车里
05:09
As she was going to her destination,
she noticed the driver opening the window
she noticed the driver opening the window
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当她快到站时，她注意到
司机打开窗户
司机打开窗户
05:14
to clean off the excess snow
so he could drive safely.
so he could drive safely.
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清除过量的雪，以保证安全驾驶
05:20
When he opened the window, though,
he let all this cold, wet air inside,
he let all this cold, wet air inside,
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但当他打开窗户时
他让这些又冷又湿的空气跑进来
他让这些又冷又湿的空气跑进来
05:23
making all the passengers miserable.
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让所有的乘客苦不堪言
05:27
Now probably, most of those
passengers just thought,
passengers just thought,
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这时，也许大部分乘客都会想
05:30
"It's a fact of life, he's got
to open the window to clean it.
to open the window to clean it.
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“这就是生活的现实，
他需要打开窗户去清扫
他需要打开窗户去清扫
05:33
That's just how it is."
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就是这么回事。”
05:35
But Mary didn't.
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但玛莉不这么想。
05:36
Mary thought,
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玛莉想,
05:38
"What if the diver could actually clean
the windshield from the inside
the windshield from the inside
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“如果司机能够从里面去清扫挡风玻璃
05:41
so that he could stay safe and drive
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那不就能让他保证驾驶安全
05:45
and the passengers could
actually stay warm?"
actually stay warm?"
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还能让乘客也可以保持温暖？”
05:48
So she picked up her sketchbook
right then and there,
right then and there,
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于是她拿起她的随手小画本
就在那个时间，那个地方，
就在那个时间，那个地方，
05:51
and began drawing what would become
the world's first windshield wiper.
the world's first windshield wiper.
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她开始画了起来,
那后来变成世界上第一个雨刮器。
那后来变成世界上第一个雨刮器。
05:56
Now as a product designer,
I try to learn from people like Mary
I try to learn from people like Mary
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而我，作为一个产品设计师
我向玛莉这样的人们学习。
我向玛莉这样的人们学习。
06:01
to try to see the world
the way it really is,
the way it really is,
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试着看出这个世界原本的样子,
06:03
not the way we think it is.
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而不是我们所认为的样子。
06:06
Why?
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为什么？
06:07
Because it's easy to solve a problem
that almost everyone sees.
that almost everyone sees.
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因为解决一个每个人都看得到的问题
是很容易的。
是很容易的。
06:11
But it's hard to solve a problem
that almost no one sees.
that almost no one sees.
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但解决一个几乎没人看得到的问题
是很难的。
是很难的。
06:16
Now some people think
you're born with this ability
you're born with this ability
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好了，有人开始觉得
你拥有这种天赋
你拥有这种天赋
06:19
or you're not,
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或者你不拥有,
06:20
as if Mary Anderson was hardwired at birth
to see the world more clearly.
to see the world more clearly.
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就好像假设玛莉.安德森是天生就具备了
看清世界的能力。
看清世界的能力。
06:26
That wasn't the case for me.
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而我没有这种能力。
06:28
I had to work at it.
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那我就必须努力。
06:31
During my years at Apple,
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我在苹果公司那些年，
06:34
Steve Jobs challenged us
to come into work every day,
to come into work every day,
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史蒂夫·乔布斯挑战我们
让我们每天都深入我们的设计，
让我们每天都深入我们的设计，
06:39
to see our products through
the eyes of the customer,
the eyes of the customer,
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看我们能否从客户的角度去观察产品,
06:43
the new customer,
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从一个新客户的角度，
06:44
the one that has fears
and possible frustrations
and possible frustrations
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从一个对于新科技产品
会害怕、可能有疑惑
会害怕、可能有疑惑
06:47
and hopeful exhilaration that their
new technology product
new technology product
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但又满心希望它是简单易懂的
06:50
could work straightaway for them.
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用户的角度。
06:53
He called it staying beginners,
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他称之为归零心态,
06:55
and wanted to make sure that we
focused on those tiny little details
focused on those tiny little details
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而且想确保我们关注于那些小细节，
06:59
to make them faster, easier and seamless
for the new customers.
for the new customers.
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让它们为新客户们工作得
更快、更简便、更顺畅。
更快、更简便、更顺畅。
07:04
So I remember this clearly
in the very earliest days of the iPod.
in the very earliest days of the iPod.
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所以我清晰地记得我在 iPod 时
最开始的那些日子，
最开始的那些日子，
07:09
See, back in the '90s,
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在九十年代，
07:10
being a gadget freak like I am,
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一个像我这样疯狂于小电器的人,
07:15
I would rush out to the store
for the very, very latest gadget.
for the very, very latest gadget.
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我会第一时间冲到商店
为了买最新的小电器。
为了买最新的小电器。
07:21
I'd take all the time to get to the store,
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我花了所有的时间到达商店,
07:23
I'd check out, I'd come back home,
I'd start to unbox it.
I'd start to unbox it.
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然后结账，回家
开始打开包装，
开始打开包装，
07:26
And then, there was
another little sticker:
another little sticker:
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此时，又有一张小标签
07:30
the one that said, "Charge before use."
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写着“使用前请先充电”。
07:34
What!
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什么！
我简直不能相信！
07:35
I can't believe it!
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07:36
I just spent all this time
buying this product
buying this product
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我花了这么多时间去买这个产品,
07:38
and now I have to charge before use.
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然后我现在居然还要充电了才能用。
07:40
I have to wait what felt like an eternity
to use that coveted new toy.
to use that coveted new toy.
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简直就像要等待一辈子
才能用这个垂涎已久的新玩具。
才能用这个垂涎已久的新玩具。
07:45
It was crazy.
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这太疯狂了。
07:46
But you know what?
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但你知道吗？
07:47
Almost every product back then did that.
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追溯到那个时代，几乎每个产品都这样，
07:49
When it had batteries in it,
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只要它有电池在里面,
07:51
you had to charge it
before you used it.
before you used it.
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你就得先充电才能用。
07:54
Well, Steve noticed that
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然而，史蒂夫留意到了这个事情。
07:57
and he said,
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他说,
07:57
"We're not going to let that
happen to our product."
happen to our product."
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“我们不能让这件事情发生在我们的产品上。”
08:00
So what did we do?
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于是我们做了什么？
08:02
Typically, when you have a product
that has a hard drive in it,
that has a hard drive in it,
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3086
传统的方式是
一款带有硬盘的产品，
一款带有硬盘的产品，
08:05
you run it for about
30 minutes in the factory
30 minutes in the factory
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你需要在工厂里将它运行三十分钟，
08:08
to make sure that hard drive's going
to be working years later
to be working years later
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以保证客户们把它从盒子里拿出来后,
08:11
for the customer after they
pull it out of the box.
pull it out of the box.
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3074
这个硬盘可以正常工作很多年.
08:14
What did we do instead?
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相比于此，我们做了什么？
08:17
We ran that product for over two hours.
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2090
我们让产品运行两个小时。
08:19
Why?
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为什么？
08:21
Well, first off, we could make
a higher quality product,
a higher quality product,
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首先，我们可以制造一个质量更好
并容易测试的产品，
08:24
be easy to test,
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2150
08:26
and make sure it was great
for the customer.
for the customer.
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而且保证它在客户那里也能运行得很好.
但最重要的是
08:29
But most importantly,
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08:31
the battery came fully charged
right out of the box,
right out of the box,
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产品在客户打开盒子的时候
电池是充满的，
电池是充满的，
可以马上使用.
08:34
ready to use.
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946
08:35
So that customer,
with all that exhilaration,
with all that exhilaration,
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3832
于是客户便可以带着满心欢喜
08:38
could just start using the product.
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马上开始使用这个产品
08:40
It was great, and it worked.
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2390
这是个很好的主意，而且很有效,
08:43
People liked it.
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1264
人们很喜欢它。
08:44
Today, almost every product
that you get that's battery powered
that you get that's battery powered
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在今天，几乎你购买的每种产品
08:47
comes out of the box fully charged,
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2063
都在打开盒子时就充满了电,
08:49
even if it doesn't have a hard drive.
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2053
即使它没有硬盘。
08:52
But back then, we noticed
that detail and we fixed it,
that detail and we fixed it,
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但回到那个时候，是我们留意到了
这个细节，并修正了它，
这个细节，并修正了它，
08:56
and now everyone else does that as well.
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2348
现在每个人也都这么做了。
08:59
No more, "Charge before use."
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2641
再也没有“使用前请先充电”了
09:02
So why am I telling you this?
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2057
所以为什么我要告诉你们这个事情？
09:04
Well, it's seeing the invisible problem,
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2108
因为它正是看到了看不见的问题
09:06
not just the obvious problem,
that's important,
that's important,
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4511
而不只是那些很明显的问题，
这很重要。
这很重要。
09:11
not just for product design,
but for everything we do.
but for everything we do.
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不只是为了产品设计,
还为了我们所做的每件事。
还为了我们所做的每件事。
09:14
You see, there are invisible problems
all around us,
all around us,
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3524
你可以看到有那么多看不见的问题在我们身边，
09:18
ones we can solve.
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都是我们可以解决的问题。
09:20
But first we need
to see them, to feel them.
to see them, to feel them.
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3824
但首先我们需要做的是
发现它们，感受它们。
发现它们，感受它们。
09:24
So, I'm hesitant to give you any tips
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1968
所以我很犹豫是否要给你们
09:26
about neuroscience or psychology.
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关于神经科学和心理学的建议。
09:29
There's far too many experienced people
in the TED community
in the TED community
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因为TED社区里有太多经验丰富的人,
09:32
who would know much more
about that than I ever will.
about that than I ever will.
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3394
他们都比我懂得多得多。
09:36
But let me leave you with
a few tips that I do,
a few tips that I do,
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2627
但让我给你们留下一些我自己如何做的秘诀
09:38
that we all can do,
to fight habituation.
to fight habituation.
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也是我们大家都能做的
去抵抗习惯化。
去抵抗习惯化。
09:42
My first tip is to look broader.
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我的第一个建议是
看得更广泛些。
看得更广泛些。
09:45
You see, when you're tackling a problem,
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2112
当你在处理一个问题的时候,
09:47
sometimes, there are a lot of steps
that lead up to that problem.
that lead up to that problem.
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有时候会有很多步骤将你引导到那个问题。
09:51
And sometimes, a lot
of steps after it.
of steps after it.
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3070
有时候在那个问题之后
还有更多的步骤，
还有更多的步骤，
09:54
If you can take a step back
and look broader,
and look broader,
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3349
如果你能往后退一步，看得更广一些,
09:57
maybe you can change some of those boxes
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2271
也许你可以改变其中一些盒子。
09:59
before the problem.
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1006
在问题出现之前，
10:00
Maybe you can combine them.
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588977
1360
也许你可以把它们结合起来,
10:02
Maybe you can remove them altogether
to make that better.
to make that better.
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590337
3335
也许你可以把它们都移开
让事情变得更好。
让事情变得更好。
10:06
Take thermostats, for instance.
207
594258
1991
拿恒温器做例子,
10:08
In the 1900s when they first came out,
they were really simple to use.
they were really simple to use.
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596249
3378
当它们在20世纪第一次出现时
使用方法很简单，
使用方法很简单，
10:11
You could turn them up or turn them down.
209
599627
1952
你只需调高或者调低温度。
10:13
People understood them.
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601579
1700
人们理解恒温器的使用方式。
10:16
But in the 1970s,
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604019
1753
但在20世纪70年代,
10:17
the energy crisis struck,
212
605772
2074
面临着能源危机
10:19
and customers started thinking about
how to save energy.
how to save energy.
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3570
客户们开始考虑如何节省能源。
10:23
So what happened?
214
611416
1287
于是发生了什么？
10:24
Thermostat designers decided
to add a new step.
to add a new step.
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3028
恒温器设计师们决定添加一个步骤，
10:27
Instead of just turning up and down,
216
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1850
不再只是简单地调高或调低，
10:29
you now had to program it.
217
617581
1991
你需要去设计它们的程序。
10:31
So you could tell it the temperature
you wanted at a certain time.
you wanted at a certain time.
218
619572
3218
于是你可以在某个特定的时间
让它运行到你想要的温度。
让它运行到你想要的温度。
10:34
Now that seemed great.
219
622790
1796
这看起来很厉害。
10:36
Every thermostat had
started adding that feature.
started adding that feature.
220
624586
3478
每个恒温器便都添加了这个功能。
10:40
But it turned out that no one
saved any energy.
saved any energy.
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4276
但结果是没有人节省了能源。
10:44
Now, why is that?
222
632340
1513
为什么呢？
10:45
Well, people couldn't predict the future.
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633853
2735
因为人们无法预知未来
10:48
They just didn't know how their weeks
would change season to season,
would change season to season,
224
636588
3548
他们不知道他们的每一周
将在春夏秋冬
将在春夏秋冬
10:52
year to year.
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640136
1498
年复一年中如何变化。
10:54
So no one was saving energy,
226
642414
2331
于是没有人节省能源.。
10:56
and what happened?
227
644745
982
然后又发生了什么呢？
10:57
Thermostat designers went back
to the drawing board
to the drawing board
228
645727
2623
恒温器设计师们又回到设计板上，
11:00
and they focused on that programming step.
229
648350
2042
他们依然关注那个程序设计的环节，
11:02
They made better U.I.s,
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650942
2467
他们把用户面板做得更好，
11:05
they made better documentation.
231
653409
2166
把使用说明写得更好。
11:07
But still, years later,
people were not saving any energy
people were not saving any energy
232
655575
4730
但很多年过去了
人们依然没有节省能源。
人们依然没有节省能源。
11:12
because they just couldn't
predict the future.
predict the future.
233
660305
2596
因为他们无法预知未来
11:15
So what did we do?
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663431
1478
而我们做了什么？
11:16
We put a machine-learning algorithm in
instead of the programming
instead of the programming
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664909
4069
我们植入一个有机器学习能力的
运算法则来代替程序设计
运算法则来代替程序设计
11:20
that would simply watch
when you turned it up and down,
when you turned it up and down,
236
668978
2698
它会观察你如何调高或调低温度
11:23
when you liked a certain temperature
when you got up,
when you got up,
237
671676
2594
在你喜欢某个温度的时候
在你起床的时候
在你起床的时候
11:26
or when you went away.
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1707
或是在你不在家的时候
11:27
And you know what?
239
675977
1268
你知道吗
11:29
It worked.
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677245
927
它生效了
11:30
People are saving energy
without any programming.
without any programming.
241
678422
3217
人们开始节省能源
不再需要设计任何程序
不再需要设计任何程序
所以，和你正在做什么
并没有太大关系
并没有太大关系
11:35
So, it doesn't matter what you're doing.
242
683239
2007
11:37
If you take a step back
and look at all the boxes,
and look at all the boxes,
243
685246
3266
你只要能往后退一步
看看这些所有的盒子们
看看这些所有的盒子们
11:40
maybe there's a way
to remove one or combine them
to remove one or combine them
244
688512
3021
也许就有移除或者结合它们的方法
11:43
so that you can make
that process much simpler.
that process much simpler.
245
691533
2514
于是你可以让过程变得更简单
11:47
So that's my first tip: look broader.
246
695007
3077
这是我的第一个建议：看得更广些
11:50
For my second tip, it's to look closer.
247
698084
3981
我的第二个建议是，看得更近些
11:54
One of my greatest teachers
was my grandfather.
was my grandfather.
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3031
我的爷爷是我伟大的导师们之一
11:59
He taught me all about the world.
249
707006
1901
他教会了我这个世界的全部
12:01
He taught me how things were built
and how they were repaired,
and how they were repaired,
250
709557
3492
他教会我东西是如何建起来的、如何修理的
12:05
the tools and techniques necessary
to make a successful project.
to make a successful project.
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3722
以及可以让你成功地完成
一个项目的必要的工具和技术
一个项目的必要的工具和技术
12:09
I remember one story
he told me about screws,
he told me about screws,
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717671
4337
我记得他告诉过我
一个关于螺丝钉的故事
一个关于螺丝钉的故事
12:14
and about how you need to have
the right screw for the right job.
the right screw for the right job.
253
722048
3630
一个关于怎么用正确的螺丝钉
用在正确的地方的故事
用在正确的地方的故事
12:17
There are many different screws:
254
725678
1939
螺丝钉有很多不同的种类：
12:19
wood screws, metal screws,
anchors, concrete screws,
anchors, concrete screws,
255
727617
4870
木头钉、金属钉、船锚钉、水泥钉
12:24
the list went on and on.
256
732487
1745
还有很多很多种类
12:27
Our job is to make products
that are easy to install
that are easy to install
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735212
3273
我们的工作是让产品变得更容易安装
12:30
for all of our customs themselves
without professionals.
without professionals.
258
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3734
让所有客户可以不需要专业技能就能安装
12:34
So what did we do?
259
742789
1421
那么我们做了什么？
12:36
I remembered that story
that my grandfather told me,
that my grandfather told me,
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2935
于是我想起了爷爷告诉我的故事
12:39
and so we thought,
261
747655
1273
我们想
12:40
"How many different screws
can we put in the box?
can we put in the box?
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748928
2500
“我们可以放多少种螺丝钉
在这个盒子里？
在这个盒子里？
12:43
Was it going to be two, three,
four, five?
four, five?
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751428
2850
两种、三种、四种或是五种？
12:46
Because there's so many
different wall types."
different wall types."
264
754278
2296
因为有那么多种墙壁
12:48
So we thought about it, we optimized it,
265
756574
2730
所以我们不断地思考并优化它，
12:51
and we came up with three different
screws to put in the box.
screws to put in the box.
266
759304
4091
最后我们决定放三种螺丝钉在盒子里
12:55
We thought that was going
to solve the problem.
to solve the problem.
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2277
我们以为这会解决问题
12:58
But it turned out, it didn't.
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766122
2695
但事实上并没有
13:01
So we shipped the product,
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769527
1631
我们送出了这个产品
13:03
and people weren't having
a great experience.
a great experience.
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2390
但人们并没有很好的用户体验
13:06
So what did we do?
271
774128
1208
于是我们做了什么？
13:07
We went back to the drawing board
272
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1745
当我们发现它没有被设计好后
13:09
just instantly after we figured out
we didn't get it right.
we didn't get it right.
273
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3464
我们马上回到了设计板上
13:12
And we designed a special screw,
a custom screw,
a custom screw,
274
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3724
然后我们设计了一个特别的螺丝钉
一个定制的螺丝钉
一个定制的螺丝钉
13:16
much to the chagrin of our investors.
275
784269
2171
我们的投资者却非常地生气
13:18
They were like, "Why are you spending
so much time on a little screw?
so much time on a little screw?
276
786440
3422
他们觉得，“你们为什么要
花这么多时间在研究一个小螺丝钉上？
花这么多时间在研究一个小螺丝钉上？
13:21
Get out there and sell more!"
277
789862
1999
出去多卖一点！”
13:23
And we said, "We will sell more
if we get this right."
if we get this right."
278
791861
3323
我们说：“我们把这个弄好了，就会卖更多。”
13:27
And it turned out, we did.
279
795904
1690
事实是，我们成功了
13:29
With that custom little screw,
there was just one screw in the box,
there was just one screw in the box,
280
797594
3294
就这么一个定制的小螺丝钉
13:32
that was easy to mount
and put on the wall.
and put on the wall.
281
800888
3107
便可以让客户轻松地
将产品安装到墙上
将产品安装到墙上
13:37
So if we focus on those tiny details,
the ones we may not see
the ones we may not see
282
805525
6100
所以如果我们能更关注那些小细节
那些人们所不关注的地方
那些人们所不关注的地方
13:44
and we look at them as we say,
283
812404
1824
我们看着它们说
13:46
"Are those important
284
814228
1408
“这是重要的吗
13:47
or is that the way we've always done it?
285
815636
2800
或者这只能是我们已经做过的方式了吗？
13:50
Maybe there's a way to get rid of those."
286
818436
2884
也许还有别的方法能够避开这个问题。”
13:54
So my last piece of advice
is to think younger.
is to think younger.
287
822220
4619
我的最后一个建议是：
像年轻人一样思考
像年轻人一样思考
14:00
Every day, I'm confronted with interesting
questions from my three young kids.
questions from my three young kids.
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828389
4156
每天我都要面对我三个年幼孩子的
各种有趣的问题
各种有趣的问题
14:04
They come up with questions like,
289
832545
1771
他们随意就能够问很多问题，例如
14:06
"Why can't cars fly around traffic?"
290
834316
2908
“为什么汽车不能飞起来，绕过堵车？”
14:09
Or, "Why don't my shoelaces
have Velcro instead?"
have Velcro instead?"
291
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或者，“为什么我的鞋带没有魔术贴？”
14:14
Sometimes, those questions are smart.
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有时候他们的问题很聪明
14:17
My son came to me the other day
and I asked him,
and I asked him,
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有一天我儿子走过来找我
我跟他说
我跟他说
14:19
"Go run out to the mailbox
and check it."
and check it."
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“跑过去查一下邮箱里有没有信件。”
14:23
He looked at me, puzzled, and said,
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他疑惑地看着我，说
14:27
"Why doesn't the mailbox just check itself
and tell us when it has mail?" (Laughter)
and tell us when it has mail?" (Laughter)
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“为什么邮箱不能自己检查，
然后告诉我们它有邮件了呢？”（笑声）
然后告诉我们它有邮件了呢？”（笑声）
14:32
I was like, "That's a pretty
good question."
good question."
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我就觉得，这是个很好的问题
14:36
So, they can ask tons of questions
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他们就像这样问成千上百个问题
14:39
and sometimes we find out
we just don't have the right answers.
we just don't have the right answers.
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然后有时候我们发现我们甚至没有正确的答案
14:44
We say, "Son, that's just the way
the world works."
the world works."
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我们只好说：“儿子，这个世界就是这样的。”
14:50
So the more we're exposed to something,
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于是，一些事情越经常出现在我们面前
14:52
the more we get used to it.
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我们便越觉得习以为常
14:54
But kids haven't been around
long enough
long enough
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但孩子们还没有足够长的时间
14:56
to get used to those things.
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去习惯那些东西
14:58
And so when they run into problems,
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于是当他们一发现问题
15:00
they immediately try to solve them,
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他们立马尝试去解决
15:02
and sometimes they find a better way,
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有时候他们能发现更好的方式
15:05
and that way really is better.
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而且那真的是更好的解决问题的方式
15:08
So my advice that we take to heart
is to have young people on your team,
is to have young people on your team,
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所以我建议你们记在心里：
让更多年轻人参加到你们的团队里
让更多年轻人参加到你们的团队里
15:14
or people with young minds.
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或者拥有年轻的心的人们
15:16
Because if you have those young minds,
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因为如果你有那些年轻的心
15:18
they cause everyone in the room
to think younger.
to think younger.
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他们便会让整个房间里的人们
都更像年轻人一样思考
都更像年轻人一样思考
15:21
Picasso once said,
"Every child is an artist.
"Every child is an artist.
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毕加索曾经说过：
“每个孩子都是一个艺术家
“每个孩子都是一个艺术家
15:27
The problem is when he or she grows up,
is how to remain an artist."
is how to remain an artist."
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问题在于在他长大的过程中
如何依然保持为一个艺术家”
如何依然保持为一个艺术家”
15:33
We all saw the world more clearly
when we saw it for the first time,
when we saw it for the first time,
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我们第一次看这个世界的时候
我们都会看得更清晰
我们都会看得更清晰
15:37
before a lifetime of habits
got in the way.
got in the way.
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那之后，无数的习惯会贯穿一生
15:40
Our challenge is to get back there,
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我们的挑战就是回到最原始的地方
15:43
to feel that frustration,
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去感受那种疑惑
15:45
to see those little details,
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去关注那些小细节
15:47
to look broader,
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去看得更广
15:49
look closer,
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看得更近
15:51
and to think younger
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像年轻人一样思考
15:53
so we can stay beginners.
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于是我们仍能保持归零心态
15:56
It's not easy.
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这并不容易
15:57
It requires us pushing back
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这要求我们把自己往回推
15:58
against one of the most basic ways
we make sense of the world.
we make sense of the world.
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并不是我们所理解的世界的基本进行方式
16:03
But if we do,
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但如果我们能做到
16:04
we could do some pretty amazing things.
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我们就能做出一些真的很惊艳的产品
16:07
For me, hopefully, that's better
product design.
product design.
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我希望那对于我，是更好的产品设计
16:10
For you, that could mean something else,
something powerful.
something powerful.
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而对于你，那可能意味着
别的、有力量的东西
别的、有力量的东西
16:18
Our challenge is to wake up
each day and say,
each day and say,
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我们的挑战是，每天起床时对自己说
16:21
"How can I experience the world better?"
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“我要如何才能更好地体验这个世界？”
16:24
And if we do, maybe, just maybe,
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如果我们做到了，也许
16:29
we can get rid of these
dumb little stickers.
dumb little stickers.
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我们就能避开那些愚蠢的小标签带来的烦恼
16:34
Thank you very much.
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谢谢
16:35
(Applause)
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（鼓掌）
ABOUT THE SPEAKER
Tony Fadell - Product creatorAs the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances.
Why you should listen
Tony Fadell became a tech superstar as a colleague of Steve Jobs and developer of the iPod, which rejuvenated Apple, rebooted entire industries and changed the way the world consumes entertainment.
After leaving Apple, Fadell founded Nest on a familiar experience -- frustration with household technology, still resolutely frozen in the 20th century. With its first products, Nest has brought the modern household one step closer to becoming a truly connected “smarthome.” In January 2014, Nest became Google’s second-biggest acquisition to date, positioning both companies to become revolutionary players in home technology.
Tony Fadell | Speaker | TED.com