TED2016
Joe Gebbia: How Airbnb designs for trust
乔·杰比亚: Airbnb是如何建立信任的？
Filmed:
Readability: 3.5
2,523,121 views
乔·杰比亚，Airbnb的共同创立者，把整个公司都押在一个信念上，就是人们可以足够互相信任，愿意把自己的家分享给对方。他是如何克服＂陌生人就是危险＂的这个传统偏见呢？通过好的设计。如今，经历了为1.23亿客户安排住宿之后（还在持续增加中），乔·杰比亚打造了一个梦想，就是通过设计来培养一种建立社群意识与联系，而不是孤独与分离的文化。
Joe Gebbia - Designer, co-founder of Airbnb
As a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect. Full bio
As a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect. Full bio
Double-click the English transcript below to play the video.
00:12
I want to tell you the story
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我想和你们分享一个故事，
00:14
about the time I almost got kidnapped
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关于我差点被绑到一辆
00:18
in the trunk of a red Mazda Miata.
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红色马自达后备箱的故事。
00:22
It's the day after graduating
from design school
from design school
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那是从设计学校毕业之后第二天，
我在后院里弄了个旧货拍卖。
00:25
and I'm having a yard sale.
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00:26
And this guy pulls up in this red Mazda
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这个家伙开着红色马自达过来了，
他停了车并开始打量我的东西。
00:29
and he starts looking through my stuff.
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00:31
And he buys a piece of art that I made.
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最后，他买了一件我的艺术作品。
00:34
And it turns out he's alone
in town for the night,
in town for the night,
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我得知他今晚在这个镇上
是孤身一人，
是孤身一人，
他正在进行加入
美国和平队之前的
美国和平队之前的
00:38
driving cross-country on a road trip
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穿越美国的汽车旅行。
00:40
before he goes into the Peace Corps.
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于是我请他出去喝了一杯，
00:42
So I invite him out for a beer
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00:45
and he tells me all about his passion
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他跟我聊到关于
他想要改变世界的所有宏图大略。
00:47
for making a difference in the world.
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00:50
Now it's starting to get late,
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时间有点晚了，
我也挺累的了。
00:52
and I'm getting pretty tired.
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00:54
As I motion for the tab,
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当我示意服务员结账时，
我犯了个错误，就是问了他，
00:56
I make the mistake of asking him,
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“那你今晚住哪儿？”
00:59
"So where are you staying tonight?"
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01:01
And he makes it worse by saying,
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他说了一句话，情况就变得更糟了，
01:04
"Actually, I don't have a place."
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“实际上，我没地方住。”
这时候我心想，“哦，天呐！”
01:07
And I'm thinking, "Oh, man!"
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这可怎么办？
01:10
What do you do?
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我们都遇到过这种情况，对吧？
01:12
We've all been there, right?
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我应该让他住我这里吗？
01:15
Do I offer to host this guy?
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01:17
But, I just met him -- I mean,
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我才刚认识他啊——我是说，
他说他是要去美国和平队，
01:19
he says he's going to the Peace Corps,
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但我哪知道他到底
是不是真的要去啊？
是不是真的要去啊？
01:21
but I don't really know if he's going
to the Peace Corps
to the Peace Corps
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我才不想被绑在那个马自达的
后备箱里就这么玩儿完了。
后备箱里就这么玩儿完了。
01:24
and I don't want to end up kidnapped
in the trunk of a Miata.
in the trunk of a Miata.
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这后备箱也太小了！
01:26
That's a small trunk!
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之后我听到自己说，
01:30
So then I hear myself saying,
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“嗨，我还有个气垫床，
你可以睡在我客厅里。”
你可以睡在我客厅里。”
01:32
"Hey, I have an airbed you can stay on
in my living room."
in my living room."
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而我自己脑海中的声音是，
01:36
And the voice in my head goes,
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01:37
"Wait, what?"
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“等等，你在干嘛啊？”
01:40
That night, I'm laying in bed,
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那一晚，我躺在床上，
盯着天花板开始想，
01:42
I'm staring at the ceiling and thinking,
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“我的天，我到底做了什么？”
01:45
"Oh my god, what have I done?
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怎么会让一个完全陌生的人
睡在我客厅里？
睡在我客厅里？
01:48
There's a complete stranger
sleeping in my living room.
sleeping in my living room.
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01:52
What if he's psychotic?"
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他要是有精神病该怎么办？"
我越来越不安，
01:55
My anxiety grows so much,
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于是从床上坐了起来，
01:56
I leap out of bed,
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踮起脚尖偷偷溜到门前，
01:58
I sneak on my tiptoes to the door,
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锁上了卧室的门。
02:00
and I lock the bedroom door.
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当然，最后证明，
他没有精神病。
他没有精神病。
02:04
It turns out he was not psychotic.
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02:06
We've kept in touch ever since.
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那以后我们还常常保持联系。
02:08
And the piece of art
he bought at the yard sale
he bought at the yard sale
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他把从我这里买的那个艺术品，
02:10
is hanging in his classroom;
he's a teacher now.
he's a teacher now.
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一直挂在他的教室里；
他现在是个老师。
他现在是个老师。
这就是我第一次留人住宿的经历，
02:15
This was my first hosting experience,
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02:16
and it completely changed my perspective.
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并且这件事彻底改变了我的看法。
02:21
Maybe the people that my childhood
taught me to label as strangers
taught me to label as strangers
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也许，在我童年时期
被定义为陌生人的那些人，
被定义为陌生人的那些人，
其实是等待被发现的朋友。
02:25
were actually friends waiting
to be discovered.
to be discovered.
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02:29
The idea of hosting people on airbeds
gradually became natural to me
gradually became natural to me
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用气垫床留宿别人的想法
渐渐变得很自然，
渐渐变得很自然，
当我搬去旧金山的时候，
02:33
and when I moved to San Francisco,
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我带上了我的气垫床。
02:35
I brought the airbed with me.
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02:37
So now it's two years later.
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两年之后，
02:39
I'm unemployed, I'm almost broke,
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我失业了，几乎身无分文，
我的室友搬走了，
要支付的租金也变多了。
要支付的租金也变多了。
02:42
my roommate moves out,
and then the rent goes up.
and then the rent goes up.
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之后我听说，
镇上要开一个设计研讨会，
镇上要开一个设计研讨会，
02:46
And then I learn there's a design
conference coming to town,
conference coming to town,
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但是所有的宾馆都被订满了。
02:49
and all the hotels are sold out.
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我一直坚信，把恐惧变成乐趣
02:50
And I've always believed
that turning fear into fun
that turning fear into fun
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是创造力给予我们的礼物。
02:54
is the gift of creativity.
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所以我马上开始拉拢我最好的朋友，
也是我的新室友Brian Chesky：
也是我的新室友Brian Chesky：
02:56
So here's what I pitch my best friend
and my new roommate Brian Chesky:
and my new roommate Brian Chesky:
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“Brian，我想到了个
挣零花钱的法子——
挣零花钱的法子——
03:02
"Brian, thought of a way
to make a few bucks --
to make a few bucks --
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把我们的住所改造成
"设计者之家"这么个地方，
"设计者之家"这么个地方，
03:04
turning our place into 'designers
bed and breakfast,'
bed and breakfast,'
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为匆忙来镇上开会的年轻设计师提供
03:06
offering young designers who come
to town a place to crash,
to town a place to crash,
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一个有无线网、小桌子、
03:09
complete with wireless Internet,
a small desk space,
a small desk space,
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睡垫和每日早餐的地方。
03:12
sleeping mat, and breakfast each morning.
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不错吧！”
03:14
Ha!"
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03:16
We built a basic website
and Airbed and Breakfast was born.
and Airbed and Breakfast was born.
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我们建了一个很简易的网页，
“气垫床与早餐”就这样诞生了。
“气垫床与早餐”就这样诞生了。
三个幸运的客人得以靠
03:20
Three lucky guests got to stay
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03:22
on a 20-dollar airbed
on the hardwood floor.
on the hardwood floor.
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硬木地板上的廉价气垫床过夜。
不过他们很满意，我们也是。
03:26
But they loved it, and so did we.
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03:29
I swear, the ham
and Swiss cheese omelets we made
and Swiss cheese omelets we made
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我发誓，我们为客人
准备的瑞士奶酪蛋卷
准备的瑞士奶酪蛋卷
味道绝对与众不同，
因为是专门为客人准备的。
因为是专门为客人准备的。
03:31
tasted totally different
because we made them for our guests.
because we made them for our guests.
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我们还带他们在城里兜风，
03:35
We took them on adventures
around the city,
around the city,
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03:37
and when we said goodbye
to the last guest,
to the last guest,
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当我们向最后一个客人道别、
锁好门之后，
03:40
the door latch clicked,
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03:42
Brian and I just stared at each other.
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Brian和我对视了一下，
彼此心照不宣。
彼此心照不宣。
我们是不是发现了一个既能交朋友，
03:45
Did we just discover
it was possible to make friends
it was possible to make friends
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又能收租金的好生意？
03:49
while also making rent?
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命运的轮子开始转动了。
03:52
The wheels had started to turn.
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我的旧室友，Nate Blecharcyzk
03:54
My old roommate, Nate Blecharczyk,
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加入了我们，成为了工程方面的
共同创始人。
共同创始人。
03:55
joined as engineering co-founder.
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之后我们开始努力工作，
03:58
And we buckled down to see
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04:00
if we could turn this into a business.
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看看是否能以此成就大业。
这是我们向投资者传达的讯息：
04:03
Here's what we pitched investors:
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“我们想建立一个这样的网站，
04:08
"We want to build a website
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04:09
where people publicly post pictures
of their most intimate spaces,
of their most intimate spaces,
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让人们可以把他们最私密空间的照片，
比如卧室和卫生间——
这种别人来访时
这种别人来访时
04:13
their bedrooms, the bathrooms --
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04:15
the kinds of rooms you usually keep closed
when people come over.
when people come over.
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不方便进入的空间——
发布到网站上。
发布到网站上。
然后，通过网络，
04:18
And then, over the Internet,
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他们还可以邀请陌生人
在家里暂住。
在家里暂住。
04:20
they're going to invite complete strangers
to come sleep in their homes.
to come sleep in their homes.
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这会是个巨大的市场！“
04:23
It's going to be huge!"
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04:25
(Laughter)
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（笑声）
于是我们开始像等火箭升空一样，
坐等我们的事业蓬勃发展。
坐等我们的事业蓬勃发展。
04:27
We sat back, and we waited
for the rocket ship to blast off.
for the rocket ship to blast off.
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但是，天不遂人愿。
04:31
It did not.
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04:34
No one in their right minds
would invest in a service
would invest in a service
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没有人认为让陌生人
住在自己家里
住在自己家里
04:37
that allows strangers
to sleep in people's homes.
to sleep in people's homes.
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是个靠谱的主意，
我们也没有获得任何投资。
我们也没有获得任何投资。
04:40
Why?
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为什么？
因为我们从小就被教导，
陌生人 = 危险。
陌生人 = 危险。
04:41
Because we've all been taught
as kids, strangers equal danger.
as kids, strangers equal danger.
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04:46
Now, when you're faced with a problem,
you fall back on what you know,
you fall back on what you know,
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当你遇到问题时，往往会
回想你所了解的东西，
回想你所了解的东西，
而我们所了解的，就只有设计。
04:49
and all we really knew was design.
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在艺术学校里，你会学到，
设计不仅仅关乎外表和感觉——
设计不仅仅关乎外表和感觉——
04:52
In art school, you learn
that design is much more
that design is much more
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04:55
than the look and feel of something --
it's the whole experience.
it's the whole experience.
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而是整体的体验。
04:58
We learned to do that for objects,
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我们在学校学的是物品设计，
但是在这里，我们的目标是
要让素未谋面的人们
要让素未谋面的人们
05:00
but here, we were aiming
to build Olympic trust
to build Olympic trust
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彼此产生奥林匹克式的信任。
05:04
between people who had never met.
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05:08
Could design make that happen?
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设计能做到这一点吗？
设计可能会带来“信任”吗？
05:11
Is it possible to design for trust?
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05:15
I want to give you a sense
of the flavor of trust
of the flavor of trust
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我想带你们体验一下
我们所要实现的“信任”的感觉。
05:18
that we were aiming to achieve.
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我会进行一个三十秒的实验，
05:21
I've got a 30-second experiment
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会把你们推出孰悉的舒适区。
05:23
that will push you past your comfort zone.
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如果你准备好了，请竖起你的大拇指！
05:25
If you're up for it, give me a thumbs-up.
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05:30
OK, I need you to take out your phones.
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好，我需要各位拿出你们的手机。
05:38
Now that you have your phone out,
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手机都拿出来了吧，
现在请把手机解锁，
05:40
I'd like you to unlock your phone.
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05:45
Now hand your unlocked phone
to the person on your left.
to the person on your left.
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现在请把你解锁后的手机
递给你左手边的人。
递给你左手边的人。
05:49
(Laughter)
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（笑声）
06:01
That tiny sense of panic
you're feeling right now --
you're feeling right now --
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现在你们正感觉到的小小的不安——
（笑声）
06:04
(Laughter)
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就是那些提供住宿的人
第一次敞开家门的感觉。
第一次敞开家门的感觉。
06:06
is exactly how hosts feel the first time
they open their home.
they open their home.
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因为能比你的手机更私密的
06:10
Because the only thing
more personal than your phone
more personal than your phone
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就是你家了。
06:13
is your home.
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人们不仅会看到你的短信，
06:15
People don't just see your messages,
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还会看到你的卧室，
06:16
they see your bedroom,
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你的厨房，你的卫生间。
06:18
your kitchen, your toilet.
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06:21
Now, how does it feel holding
someone's unlocked phone?
someone's unlocked phone?
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现在，拿着别人解锁的手机感觉如何？
我们大多数人都会
本能地生出一丝责任感。
本能地生出一丝责任感。
06:26
Most of us feel really responsible.
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06:29
That's how most guests feel
when they stay in a home.
when they stay in a home.
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这就是大部分房客在住宿时的感觉。
这也是为什么我们的公司
到现在仍然存在的原因。
到现在仍然存在的原因。
06:32
And it's because of this
that our company can even exist.
that our company can even exist.
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顺便问一句，你们谁拿到了
Al Gore（前美国副总统）的手机？
Al Gore（前美国副总统）的手机？
06:36
By the way, who's holding Al Gore's phone?
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06:39
(Laughter)
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（笑声）
你能在推特上发一下，
他准备要参选总统了吗？
他准备要参选总统了吗？
06:42
Would you tell Twitter
he's running for President?
he's running for President?
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（笑声）
06:45
(Laughter)
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（鼓掌）
06:47
(Applause)
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06:55
OK, you can hand your phones back now.
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好了，现在你们可以换回手机了。
07:03
So now that you've experienced
the kind of trust challenge
the kind of trust challenge
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那么各位已经体验了
我们曾经面对过的
我们曾经面对过的
信任方面的挑战，
07:06
we were facing,
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我十分愿意通过这种方式
来分享我们的发现。
来分享我们的发现。
07:08
I'd love to share a few discoveries
we've made along the way.
we've made along the way.
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如果我们对这次实验的设计
07:12
What if we changed one small thing
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进行一个小改动呢？
07:14
about the design of that experiment?
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如果这次实验是你的邻居
首先介绍他们自己，他们的名字，
首先介绍他们自己，他们的名字，
07:16
What if your neighbor had introduced
themselves first, with their name,
themselves first, with their name,
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从哪儿来，他们的孩子，
或者小狗的名字呢？
或者小狗的名字呢？
07:20
where they're from, the name
of their kids or their dog?
of their kids or their dog?
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07:23
Imagine that they had 150 reviews
of people saying,
of people saying,
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想象一下，随后有150个人
评价了他们，
评价了他们，
“他们很擅长拿着解锁的手机！”
07:27
"They're great at holding
unlocked phones!"
unlocked phones!"
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07:29
(Laughter)
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（笑声）
07:34
Now how would you feel
about handing your phone over?
about handing your phone over?
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现在你们觉得把手机
交出去感觉怎么样？
交出去感觉怎么样？
07:39
It turns out,
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事实证明，
一个精心设计的信誉体系
是建立信任的关键。
是建立信任的关键。
07:40
a well-designed reputation system
is key for building trust.
is key for building trust.
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我们也并不是初次就成功了。
07:44
And we didn't actually
get it right the first time.
get it right the first time.
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要让人们留下负面的评论
其实挺难的。
其实挺难的。
07:47
It's hard for people to leave bad reviews.
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最终，我们学到了
在展示所有的信息之前，
在展示所有的信息之前，
07:51
Eventually, we learned to wait
until both guests and hosts
until both guests and hosts
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需要先等待房东与房客
都留下评论。
都留下评论。
07:55
left the review before we reveal them.
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我们上周才发现一件事。
07:59
Now, here's a discovery
we made just last week.
we made just last week.
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我们与斯坦福大学合作进行合作，
08:02
We did a joint study with Stanford,
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以年龄、居住地
和地理环境相似度为基础，
和地理环境相似度为基础，
08:04
where we looked at people's
willingness to trust someone
willingness to trust someone
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08:07
based on how similar they are in age,
location and geography.
location and geography.
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调查了人们对其他人的信任程度。
08:13
The research showed, not surprisingly,
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研究得出了一个意料之中的结果，
我们更喜欢与我们相似的人。
08:16
we prefer people who are like us.
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08:20
The more different somebody is,
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与我们差异越大的人，
我们越是不信任他们。
08:22
the less we trust them.
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08:25
Now, that's a natural social bias.
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这是一种与生俱来的社会偏见。
不过有趣的是，当你把信誉
08:28
But what's interesting is what happens
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放在一起考虑的时候会发生什么，
08:30
when you add reputation into the mix,
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在这里也就是评价。
08:32
in this case, with reviews.
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08:35
Now, if you've got
less than three reviews,
less than three reviews,
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如果你得到的评价少于三条，
什么都不会改变。
08:37
nothing changes.
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08:39
But if you've got more than 10,
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但是如果你得到超过10条评价，
08:42
everything changes.
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所有事情就会发生变化。
这时候，高的信誉评价就会
比高相似度更可信。
比高相似度更可信。
08:44
High reputation beats high similarity.
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08:50
The right design can actually
help us overcome
help us overcome
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正确的设计可以帮助我们克服
08:53
one of our most deeply rooted biases.
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扎根心底的认知偏差。
08:57
Now we also learned that building
the right amount of trust
the right amount of trust
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我们也发现要想得到
多少信任，就得
多少信任，就得
09:00
takes the right amount of disclosure.
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公开多少我们自己的信息。
接下来就是房客第一次
发信息给房东时的情况。
发信息给房东时的情况。
09:03
This is what happens when a guest
first messages a host.
first messages a host.
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09:07
If you share too little, like, "Yo,"
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如果你自我介绍得太少，比如，“呦，”
那么你的接受率就会下降。
09:12
acceptance rates go down.
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如果你说太多，比如，
09:14
And if you share too much, like,
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“我跟我妈闹翻了，”
09:16
"I'm having issues with my mother,"
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（笑声）
09:18
(Laughter)
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接受率也会走低。
09:19
acceptance rates also go down.
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不过也是有适当的表达，
09:22
But there's a zone that's just right,
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比如，“喜欢你房间的艺术品，
打算和家人一起去度假。”
打算和家人一起去度假。”
09:24
like, "Love the artwork in your place.
Coming for vacation with my family."
Coming for vacation with my family."
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那么，要如何确定
怎样才是适当的表达呢？
怎样才是适当的表达呢？
09:28
So how do we design for just
the right amount of disclosure?
the right amount of disclosure?
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09:33
We use the size of the box
to suggest the right length,
to suggest the right length,
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我们通过消息盒子的大小
来建议房客合适的字数，
来建议房客合适的字数，
09:36
and we guide them with prompts
to encourage sharing.
to encourage sharing.
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而且我们还适度地引导
并鼓励他们分享。
并鼓励他们分享。
09:41
We bet our whole company
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我们通过好的设计，
09:44
on the hope that,
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把整个公司
09:45
with the right design,
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都押在这样一个希望上，
09:47
people would be willing to overcome
the stranger-danger bias.
the stranger-danger bias.
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人们愿意克服
畏惧陌生人的偏见。
畏惧陌生人的偏见。
但是我们并没有意识到
09:51
What we didn't realize
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到底有多少人
09:53
is just how many people
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已经准备好去克服这种偏见了。
09:55
were ready and waiting
to put the bias aside.
to put the bias aside.
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09:59
This is a graph that shows
our rate of adoption.
our rate of adoption.
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这是我们订单接受率的图表。
10:03
There's three things happening here.
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这张图表说明了三件事。
10:06
The first, an unbelievable amount of luck.
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第一，运气好得难以置信。
10:10
The second is the efforts of our team.
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第二，这是我们团队努力的成果。
10:13
And third is the existence
of a previously unsatisfied need.
of a previously unsatisfied need.
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第三，我们之前所做的
还并不完全令人满意。
还并不完全令人满意。
10:19
Now, things have been going pretty well.
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现在，事情正在越变越好。
但不可否认，我们也出过一些问题。
10:21
Obviously, there are times
when things don't work out.
when things don't work out.
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比如客人不经主人同意举办派对，
10:25
Guests have thrown unauthorized parties
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10:27
and trashed homes.
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并且把家里弄得一团糟。
10:29
Hosts have left guests
stranded in the rain.
stranded in the rain.
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还有，房客滞留在雨中无法入住，
房东却坐视不管。
房东却坐视不管。
10:34
In the early days, I was customer service,
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在事业早期，我也承担过客服工作，
这些电话一个接一个
打到我的手机。
打到我的手机。
10:38
and those calls came
right to my cell phone.
right to my cell phone.
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10:41
I was at the front lines
of trust breaking.
of trust breaking.
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我处在信任破裂的最前线。
实在是没什么要比这些电话更糟了，
10:45
And there's nothing worse
than those calls,
than those calls,
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2548
10:48
it hurts to even think about them.
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任何时候想起来都会觉得心痛。
10:51
And the disappointment
in the sound of someone's voice
in the sound of someone's voice
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电话那头的声音透露出的失望，
说实话，始终都是
10:53
was and, I would say, still is
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2739
我们不停改进的最大动力。
10:56
our single greatest motivator
to keep improving.
to keep improving.
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感谢上帝，在我们为
1.23亿个客户安排了住宿之后，
1.23亿个客户安排了住宿之后，
11:00
Thankfully, out of the 123 million nights
we've ever hosted,
we've ever hosted,
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11:05
less than a fraction of a percent
have been problematic.
have been problematic.
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3340
解决不了的问题越来越少了。
11:10
Turns out, people
are justified in their trust.
are justified in their trust.
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这也说明人们调整了
他们关于信任的态度。
他们关于信任的态度。
而信任一旦上了正确的轨道，
11:13
And when trust works out right,
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2222
11:15
it can be absolutely magical.
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663951
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不可思议的事情就会发生。
我们曾经有一个房客
在乌拉圭住宿的时候，
在乌拉圭住宿的时候，
11:19
We had a guest stay
with a host in Uruguay,
with a host in Uruguay,
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遭遇了突发的心脏病。
11:22
and he suffered a heart attack.
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1608
房东把他送到医院急救，
11:24
The host rushed him to the hospital.
219
672274
1993
11:27
They donated their own blood
for his operation.
for his operation.
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2934
还为他的手术献了血。
11:31
Let me read you his review.
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2550
让我向各位读一读他的评价：
11:33
(Laughter)
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2336
（笑声）
11:41
"Excellent house for sedentary travelers
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2279
“这是一间对需要久坐，
容易心肌梗塞的
容易心肌梗塞的
11:43
prone to myocardial infarctions.
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旅行者来说极好的房子。
（笑声）
11:45
(Laughter)
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11:48
The area is beautiful and has
direct access to the best hospitals.
direct access to the best hospitals.
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3947
这个区域环境优美，
而且有一条直通顶级医院的道路。
而且有一条直通顶级医院的道路。
（笑声）
11:52
(Laughter)
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1484
Javier和Alejandra是那种就算不认识你
11:54
Javier and Alejandra instantly
become guardian angels
become guardian angels
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也会立刻救你命的守护天使。
11:57
who will save your life
without even knowing you.
without even knowing you.
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当你快要不行了的时候，
他们会急忙开车带你去医院急救，
他们会急忙开车带你去医院急救，
12:01
They will rush you to the hospital
in their own car while you're dying
in their own car while you're dying
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在你做搭桥手术的时候
他们也会在等候室等着你。
他们也会在等候室等着你。
12:05
and stay in the waiting room
while the doctors give you a bypass.
while the doctors give you a bypass.
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他们不想让你感到孤独，
还会带书来给你读。
还会带书来给你读。
12:09
They don't want you to feel lonely,
they bring you books to read.
they bring you books to read.
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并且之后他们还会
多留你几晚并且不收一分钱。
多留你几晚并且不收一分钱。
12:12
And they let you stay at their house
extra nights without charging you.
extra nights without charging you.
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强力推荐！”
12:16
Highly recommended!"
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12:17
(Applause)
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2453
（掌声）
12:26
Of course, not every stay is like that.
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当然，并不是所有人住宿时
都会发生这样的事情。
都会发生这样的事情。
但是，这种超越交易的联系
12:29
But this connection beyond the transaction
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就是“分享经济”要达到的目标。
12:31
is exactly what the sharing
economy is aiming for.
economy is aiming for.
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当我听到这个词的时候，
12:35
Now, when I heard that term,
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我得承认，我的思路真的有点跟不上。
12:37
I have to admit, it tripped me up.
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如何把分享和交易绑到一起？
12:40
How do sharing
and transactions go together?
and transactions go together?
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2523
12:44
So let's be clear; it is about commerce.
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2901
所以让我们来理清这件事；
这与商业有关。
这与商业有关。
不过，如果你只是把这叫做“房租经济”，
12:47
But if you just called it
the rental economy,
the rental economy,
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2324
12:50
it would be incomplete.
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1597
还不算是很完整的定义。
“分享经济”是人们交流承诺的商业行为。
12:52
The sharing economy is commerce
with the promise of human connection.
with the promise of human connection.
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12:57
People share a part of themselves,
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人们把自己的一部分分享出来，
之后一切就改变了。
13:00
and that changes everything.
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13:03
You know how most travel today is, like,
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2425
大家知道，现在的旅行就像，
我想就像快餐——
13:05
I think of it like fast food --
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1731
13:07
it's efficient and consistent,
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775632
2011
高效而且大同小异，
13:10
at the cost of local and authentic.
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2790
但却牺牲了当地的风土人情。
13:14
What if travel were like
a magnificent buffet
a magnificent buffet
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2808
如果旅行更像是当地风味的
豪华自助餐呢？
13:17
of local experiences?
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1649
13:19
What if anywhere you visited,
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2296
如果你在每个游览的地方
都能在当地中心集市里
13:22
there was a central marketplace of locals
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13:24
offering to get you thoroughly drunk
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2642
一个你完全不认识社区酒吧
13:27
on a pub crawl in neighborhoods
you didn't even know existed.
you didn't even know existed.
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795327
3925
喝到酩酊大醉。
或者是从一个五星级酒店的
大厨那里学做菜？
大厨那里学做菜？
13:32
Or learning to cook from the chef
of a five-star restaurant?
of a five-star restaurant?
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800416
3587
现如今，房子的设计理念都
以私隐和分隔为主。
以私隐和分隔为主。
13:37
Today, homes are designed around
the idea of privacy and separation.
the idea of privacy and separation.
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要是房子的设计从一开始
就融入了分享的概念会怎么样呢？
就融入了分享的概念会怎么样呢？
13:42
What if homes were designed
to be shared from the ground up?
to be shared from the ground up?
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看起来会如何呢？
13:46
What would that look like?
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1354
13:49
What if cities embraced
a culture of sharing?
a culture of sharing?
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如果城市拥抱了分享的文化呢？
13:53
I see a future of shared cities
that bring us community and connection
that bring us community and connection
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我可以预见到，未来这些分享的城市
会为我们带来更多的共同点和联系，
会为我们带来更多的共同点和联系，
13:58
instead of isolation and separation.
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而不是孤独与分离。
在韩国，首尔这个城市，
14:01
In South Korea, in the city of Seoul,
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人们已经着手开始行动了。
14:03
they've actually even started this.
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他们把数以百计的政府停车位
14:05
They've repurposed hundreds
of government parking spots
of government parking spots
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改造之后分享给市民们使用。
14:08
to be shared by residents.
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1444
他们将需要住宿的学生
14:10
They're connecting students
who need a place to live
who need a place to live
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2597
与有空房间的房东联系起来。
14:13
with empty-nesters who have extra rooms.
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2368
14:16
And they've started an incubator
to help fund the next generation
to help fund the next generation
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3664
他们还设立了孵化器，
为下一代“分享经济”的
为下一代“分享经济”的
初创公司提供资金支持。
14:20
of sharing economy start-ups.
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1691
14:24
Tonight, just on our service,
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今晚，仅仅通过我们的服务平台，
14:29
785,000 people
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3084
就有来自191个国家，
14:33
in 191 countries
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2780
78.5万的人，
14:38
will either stay in a stranger's home
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2281
要么会留宿在陌生人家里，
要么是在准备欢迎陌生人来家里住。
14:42
or welcome one into theirs.
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870154
2074
14:46
Clearly, it's not as crazy
as we were taught.
as we were taught.
278
874014
2899
很明显，事实并没有我们小时候
被教育得那么夸张。
被教育得那么夸张。
我们其实并没有发明什么新的东西。
14:51
We didn't invent anything new.
279
879169
1614
14:53
Hospitality has been around forever.
280
881568
2285
热情好客也是传统美德。
14:58
There's been many other
websites like ours.
websites like ours.
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3130
甚至也有很多和我们差不多的网站。
15:02
So, why did ours eventually take off?
282
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3147
但是为什么我们最后会越做越大？
15:08
Luck and timing aside,
283
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1806
抛开运气与时机的原因，
我想我们在这里学到的
很重要的一点就是信任，
很重要的一点就是信任，
15:11
I've learned that you can take
the components of trust,
the components of trust,
284
899311
2622
15:13
and you can design for that.
285
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1565
并且通过设计来实现它。
15:19
Design can overcome our most deeply rooted
286
907390
2981
设计可以帮我们克服
根植于内心的
陌生等于危险的偏见。
陌生等于危险的偏见。
15:22
stranger-danger bias.
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1579
15:23
And that's amazing to me.
288
911998
1761
这一点让我很受鼓舞。
也让我觉得耳目一新。
15:26
It blows my mind.
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1501
15:29
I think about this every time
I see a red Miata go by.
I see a red Miata go by.
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每次看到红色马自达驶过，
我都会想到这些。
我都会想到这些。
15:33
Now, we know design won't solve
all the world's problems.
all the world's problems.
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现在，我们知道设计不能
解决世界上所有的难题。
解决世界上所有的难题。
但是如果能帮助我们解决这件事，
15:40
But if it can help out with this one,
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能让这件事取得初步的进展，
15:42
if it can make a dent in this,
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这不禁让我想到，接下来
我们还能设计些什么呢？
我们还能设计些什么呢？
15:44
it makes me wonder,
what else can we design for next?
what else can we design for next?
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15:52
Thank you.
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谢谢！
（掌声）
15:53
(Applause)
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ABOUT THE SPEAKER
Joe Gebbia - Designer, co-founder of AirbnbAs a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect.
Why you should listen
When Joe Gebbia first envisioned Airbnb in his living room in 2007, his motivation was simple -- to pay his rent. Starting as a simple room-sharing service, Joe and co-founders Brian Chesky and Nathan Blecharczyk turned Airbnb into a major disruptive force for the hospitality industry, creating a new economy for millions of people in 190 countries around the world.
Gebbia serves as a part-time design partner at Y Combinator, the prestigious startup incubator that helped launch Airbnb. He earned dual degrees in Graphic Design and Industrial Design at the Rhode Island School of Design (RISD), where he now serves on the institution's Board of Trustees. He plays a leading role in shaping Airbnb’s future innovation, distinctive culture, and design aesthetic, and through his work, seeks to expand the richness of human connection in the world.
More profile about the speakerGebbia serves as a part-time design partner at Y Combinator, the prestigious startup incubator that helped launch Airbnb. He earned dual degrees in Graphic Design and Industrial Design at the Rhode Island School of Design (RISD), where he now serves on the institution's Board of Trustees. He plays a leading role in shaping Airbnb’s future innovation, distinctive culture, and design aesthetic, and through his work, seeks to expand the richness of human connection in the world.
Joe Gebbia | Speaker | TED.com