ABOUT THE SPEAKER
Paul Bennett - Designer; creative director, Ideo
As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked.

Why you should listen

As creative director at the influential design and innovation company Ideo, Paul Bennett manages to keep his eye on the little things that matter, though his clients are among the biggest in the world (Procter & Gamble and Pepsi, to name but two). "Small is the new big,"Bennett says. And his design approach reflects this philosophy. For often, it's not the biggest ideas that have the most impact, but the small, the personal, and the intimate.

Trained as a graphic designer, Bennett is a pragmatic design evangelist, preaching fervently that design can make the world a better place, and providing playful, inspired examples of how it does.

More profile about the speaker
Paul Bennett | Speaker | TED.com
TEDGlobal 2005

Paul Bennett: Design is in the details

Paul Bennett:细节是设计的灵魂

Filmed:
936,595 views

通过展示一系列具有启发性的、不寻常的有趣产品,英国品牌及设计大师保罗·班尼特阐述了设计并不需要大动作而只需解决普遍而被忽视的小问题的观点。
- Designer; creative director, Ideo
As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked. Full bio

Double-click the English transcript below to play the video.

00:25
Hello你好. Actually其实, that's "hello你好" in Bauer鲍尔 Bodoni波多尼
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你好.事实上那是Bauer Bodoni体的“你好”
00:29
for the typographically排版 hysterical歇斯底里 amongst其中包括 us.
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特意为我们当中的字体狂们解释一下
00:32
One of the threads线程 that seems似乎 to have come through通过
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近来传递出来的
00:35
loud and clear明确 in the last couple一对 of days
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一条清楚明白的信息,就是
00:38
is this need to reconcile调和 what the Big wants --
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要调和“大”的需要——
00:42
the "Big" being存在 the organization组织, the system系统, the country国家 --
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“大”指组织、系统、国家——
00:48
and what the "Small" wants -- the individual个人, the person.
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和“小”的需要——那些个体、个人。
00:51
And how do you bring带来 those two things together一起?
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以及如何将两者联系起来
00:53
Charlie查理 Ledbetter莱德贝特, yesterday昨天, I thought, talked very articulately铰接
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我想,昨天,Charlie Ledbetter讲得非常清楚
00:55
about this need to bring带来 consumers消费者, to bring带来 people
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有必要把消费者、把人
00:59
into the process处理 of creating创建 things.
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引入到创造事物的过程中来。
01:01
And that's what I want to talk about today今天.
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而这就是我今天想要讲的内容。
01:04
So, bringing使 together一起 the Small to help facilitate促进 and create创建 the Big,
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那么,通过聚“小”来造“大”,
01:10
I think, is something that we believe in -- something I believe in,
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我想,这是我们的信念——我的信念,
01:13
and something that we kind of bring带来 to life
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并且某种意义上我们也在实现它,
01:15
through通过 what we do at IdeoIDEO.
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通过我们在IDEO的工作。
01:18
I call this first chapter章节 -- for the Brits英国人 in the room房间 --
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特别为在座的英国观众,我把这第一章叫做——
01:20
the "Blinding致盲 Glimpse一瞥 of the Bleeding流血的 Obvious明显."
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熟视无睹
01:22
Often经常, the good ideas思路 are so staring-at-you-right-in-the-face盯着-在任您正确在面部的
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往往好主意近在眼前,
01:26
that you kind of miss小姐 them. And I think, a lot of times,
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而你却看不到。我想,很多时候,
01:29
what we do is just, sort分类 of, hold保持 the mirror镜子 up to our clients客户, and sort分类 of go,
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我们所做的只是拿着镜子对着客户,说:
01:32
"Duh! You know, look what's really going on."
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“呃,你来,看看到底怎么回事”
01:35
And rather than talk about it in the theory理论,
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并不是坐而论道,
01:37
I think I'm just going to show显示 you an example.
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我来举个例子吧。
01:39
We were asked by a large healthcare卫生保健 system系统 in Minnesota明尼苏达
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明尼苏达的一家很大的医疗保险机构曾经找到我们
01:44
to describe描述 to them what their patient患者 experience经验 was.
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让我们向他们描述他们病患的体验。
01:47
And I think they were expecting期待 --
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我想他们预期的是——
01:49
they'd他们会 worked工作 with lots of consultants顾问 before --
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他们肯定找过很多咨询公司——
01:50
I think they were expecting期待 some kind of hideous可怕 org组织 chart图表
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我想他们预期的是那些讨厌的组织结构图
01:53
with thousands数千 of bubbles泡泡 and systemic系统的 this, that and the other,
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成百上千的气泡图和这系统那系统什么的,
01:57
and all kinds of mappyMAPPY stuff东东.
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还有各种图示
01:59
Or even worse更差, some kind of ghastly阴森 death-by-Powerpoint死亡逐简报 thing
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或者更糟,那些吓死人的PPT
02:03
with WowChartsWowCharts and all kinds of, you know, God knows知道, whatever随你.
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满是Wow图表,各种鬼东西。
02:07
The first thing we actually其实 shared共享 with them was this.
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而事实上,我们首先和他们分享的是这个:
02:13
I'll play this until直到 your eyeballs眼球 completely全然 dissolve溶解.
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我要播放到你们的眼珠子蹦出来为止。
02:17
This is 59 seconds into the film电影.
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这是影片第59秒的地方。
02:23
This is a minute分钟 59.
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这是1分59秒的地方。
02:28
3:19.
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3分19秒。
02:29
I think something happens发生. I think a head may可能 appear出现 in a second第二.
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我想会有事发生。很快可能会有个头出现
02:33
5:10.
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5分10秒。
02:35
5:58.
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5分58秒。
02:37
6:20.
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6分20秒。
02:39
We showed显示 them the whole整个 cut,
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我们给他们放了整段的录像,
02:40
and they were all completely全然, what is this?
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然后他们全都问,这是什么?
02:43
And the point is when you lie谎言 in a hospital醫院 bed all day,
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重点是,当你躺在医院的床上一整天,
02:54
all you do is look at the roof屋顶, and it's a really shitty低劣 experience经验.
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你能做的无非是看天花板,而这感受的确非常糟糕。
02:58
And just putting yourself你自己 in the position位置 of the patient患者 --
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你需要把自己放在病人的角度看问题。
03:02
this is Christian基督教, who works作品 with us at IdeoIDEO.
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这是Christian,我们在Ideo的同事。
03:04
He just lay铺设 in the hospital醫院 bed,
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他就这么躺在医院的病床上,
03:05
and, kind of, stared盯着 at the polystyrene聚苯乙烯 ceiling天花板 tiles瓷砖
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盯着聚苯乙烯的天花板
03:08
for a really long time.
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很长很长时间。
03:09
That's what it's like to be a patient患者 in the hospital醫院.
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住院病人的感觉就是这样的。
03:12
And they were sort分类, you know, blinding致盲 glimpse一瞥 of bleeding流血的 obvious明显.
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而他们对此却有点视而不见。
03:15
Oh, my goodness善良. So, looking at the situation情况
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天哪,从当事人的角度
03:18
from the point of view视图 of the person out --
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来重新审视这情形——
03:21
as opposed反对 to the traditional传统 position位置 of the organization组织 in --
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而不是从传统的组织内的角度去看——
03:25
was, for these guys, quite相当 a revelation启示.
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对他们来说是莫大的启发。
03:28
And so, that was a really catalytic催化 thing for them.
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那对他们来说也是催化剂。
03:32
So they snapped抢购 into action行动.
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于是他们迅速付诸行动。
03:33
They said, OK, it's not about systemic系统的 change更改.
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他们说:好,这不是什么系统性变革。
03:36
It's not about huge巨大, ridiculous荒谬 things that we need to do.
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要做的不是荒谬的大工程
03:38
It's about tiny things that can make a huge巨大 amount of difference区别.
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而是能造成巨大不同的细小的事
03:41
So we started开始 with them prototyping原型 some really little things
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于是我们从他们这里进行了一些小细节的原型设计
03:45
that we could do to have a huge巨大 amount of impact碰撞.
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那些能带来很大影响的小细节。
03:47
The first thing we did was we took a little bicycle自行车 mirror镜子
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首先我们找来了一个小的自行车后镜
03:51
and we Band-Aided带辅助 it here, onto a gurney格尼, a hospital醫院 trolley手推车,
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把它贴在医院的推车上
03:56
so that when you were wheeled轮式 around by a nurse护士 or by a doctor医生,
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这样子当你被护士或者医生推着到处跑的时候
04:00
you could actually其实 have a conversation会话 with them.
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你就可以跟他们对话。
04:01
You could, kind of, see them in your rear-view后视 mirror镜子,
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你可以在你的后视镜里看到他们,
04:03
so it created创建 a tiny human人的 interaction相互作用.
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从而创造了一个小型的人性互动。
04:06
Very small example of something that they could do.
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这是他们可做的事情当中的一个小例子。
04:09
Interestingly有趣的是, the nurses护士 themselves他们自己, sort分类 of, snapped抢购 into action行动 --
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有趣的是,护士们都迫不及待的采取行动——
04:12
said, OK, we embrace拥抱 this. What can we do?
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说,好,我们拥护这个理念。我们能做什么?
04:15
The first thing they do is they decorated装饰 the ceiling天花板.
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他们做的第一件事情是装饰了天花板。
04:18
Which哪一个 I thought was really -- I showed显示 this to my mother母亲 recently最近.
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我觉得这很... 最近我拿这个给我妈看,
04:20
I think my mother母亲 now thinks that I'm some sort分类 of interior室内 decorator装饰.
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我妈现在估计以为我是搞室内装潢什么的。
04:23
It's what I do for a living活的, sort分类 of Laurence劳伦斯 Llewelyn-Bowen卢埃林 - 鲍文.
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这就是我谋生的手段,就像Laurence Llewelyn-Bowen,
04:26
Not particularly尤其 the world's世界 best最好 design设计 solution
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对那些大牌设计师而言,
04:28
for those of us who are real真实, sort分类 of, hard-core硬核 designers设计师,
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这些算不上世界上最好的设计。
04:30
but nonetheless尽管如此,, a fabulous极好 empathic感情移入的 solution for people.
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但是无论如何,是出色的充满人性的方案。
04:36
Things that they started开始 doing themselves他们自己 --
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他们自发的、在做的事情——
04:38
like changing改变 the floor地板 going into the patient's耐心 room房间
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比如把病房门口的地板改掉
04:41
so that it signified所指, "This is my room房间. This is my personal个人 space空间" --
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以显示说“这是我的房间。这是我的私人空间”——
04:46
was a really interesting有趣 sort分类 of design设计 solution to the problem问题.
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是个对问题很有趣的解答
04:48
So you went from public上市 space空间 to private私人的 space空间.
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于是你从公共区域进入了私人空间。
04:50
And another另一个 idea理念, again, that came来了 from one of the nurses护士 -- which哪一个 I love --
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另外一个创意,来自一个护士——我很喜欢这想法——
04:53
was they took traditional传统, sort分类 of, corporate企业 white白色 boards,
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他们把传统的公司用的白板
04:57
then they put them on one wall of the patient's耐心 room房间,
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放到病房的墙上
04:59
and they put this sticker贴纸 there.
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然后放这些贴纸上去。
05:01
So that what you could actually其实 do was go into the room房间
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于是你可以走进房间
05:04
and write messages消息 to the person who was sick生病 in that room房间,
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给里面的病人留言
05:07
which哪一个 was lovely可爱.
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相当贴心
05:08
So, tiny, tiny, tiny solutions解决方案 that made制作 a huge巨大 amount of impact碰撞.
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就是这些,细小、细小再细小的解决方案,带来很大影响力。
05:13
I thought that was a really, really nice不错 example.
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我认为那是个非常非常好的例子。
05:17
So this is not particularly尤其 a new idea理念,
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这个不是什么新的想法,
05:19
kind of, seeing眼看 opportunities机会 in things that are around you
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更像是,从身边已有的事物中寻找机会
05:23
and snapping捕捉 and turning车削 them into a solution.
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然后把他们变成解决方案。
05:25
It's a history历史 of invention发明 based基于 around this.
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发明创造的历史便依据于此
05:28
I'm going to read this because I want to get these names right.
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我得看着念,因为我要把名字念对
05:30
Joan Ganz冈茨 Cooney库尼 saw her daughter女儿 -- came来了 down on a Saturday星期六 morning早上,
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Joan Ganz Cooney看到她女儿——星期六一早醒过来,
05:34
saw her daughter女儿 watching观看 the test测试 card,
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在看测试卡
05:36
waiting等候 for programs程式 to come on one morning早上
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等待着喜欢看的电视节目
05:39
and from that came来了 Sesame芝麻 Street.
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然后就诞生了“芝麻街”。
05:43
Malcolm马尔科姆 McLean麦克莱恩 was moving移动 from one country国家 to another另一个
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Malcolm McLean正从一个国家搬去另一个国家
05:47
and was wondering想知道 why it took these guys so long
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他在想为什么这些人要用那么长时间
05:49
to get the boxes盒子 onto the ship.
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才能把箱子搬上船。
05:52
And he invented发明 the shipping运输 container容器.
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于是他发明了集装箱。
05:55
George乔治 de MestralMestral -- this is not bugs虫子 all over a Birkenstock勃肯 --
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George de Mestral ——这并不是爬在勃肯鞋上的虫——
05:59
was walking步行 his dog in a field领域 and got covered覆盖 in burrs毛刺,
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和他的狗一起散步,发现裤子和狗身上粘满了的苍耳
06:02
sort分类 of little prickly things, and from that came来了 Velcro尼龙搭扣.
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一种带刺的小东西,于是就有了“维可牢”的发明(一种尼龙刺粘扣)
06:09
And finally最后, for the Brits英国人, Percy珀西 Shaw -- this is a big British英国的 invention发明 --
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最后,英国人们,Percy Shaw ——这是个英国的大发明——
06:14
saw the cat's eyes眼睛 at the side of the road,
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有一天在他开车回家的路上
06:15
when he was driving主动 home one night and from that came来了 the Catseye猫眼.
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看到了路边的猫的眼睛,由此便诞生了猫眼路标。
06:20
So there's a whole整个 series系列 of just using运用 your eyes眼睛,
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这样的例子不胜枚举——用你的眼睛,
06:22
seeing眼看 things for the first time, seeing眼看 things afresh重新
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以新鲜的眼光看待事物
06:25
and using运用 them as an opportunity机会 to create创建 new possibilities可能性.
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然后以它们为契机创造新的可能性。
06:29
Second第二 one, without sounding听起来 overly过于 Zen,
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其次,听起来不要太禅,
06:31
and this is a quote引用 from the Buddha:
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这是佛语:
06:33
"Finding查找 yourself你自己 in the margins利润率, looking to the edges边缘 of things,
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“身处边缘,观看事物周边
06:37
is often经常 a really interesting有趣 place地点 to start开始."
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往往会有不错的新发现。”
06:40
Blinkered狭隘 vision视力 tends趋向 to produce生产, I think, blinkered狭隘 solutions解决方案.
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肤浅的目光只会给出短浅的解决方案。
06:44
So, looking wide, using运用 your peripheral外围设备 vision视力,
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因此,眼观六路、耳听八方
06:47
is a really interesting有趣 place地点 to look for opportunity机会.
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就会发现更多新机遇。
06:50
Again, another另一个 medical example here.
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这里还有另一个医学方面的例子。
06:53
We were asked by a device设备 producer制片人 --
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一位设备生产商问我们——
06:56
we did the Palm棕榈 Pilot飞行员 and the Treo的Treo.
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我们曾经做过PalmPilot(轻巧随身的PDA产品)脑和Treo系列智能手机。
06:58
We did a lot of sexy性感的 tech高科技 at IdeoIDEO --
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在Ideo我们创造出了很多火爆的技术——
07:00
they'd他们会 seen看到 this and they wanted a sexy性感的 piece of technology技术
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他们看到了这一点,并且他们也需要一项
07:03
for medical diagnostics诊断.
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关于医疗诊断的新技术。
07:05
This was a device设备 that a nurse护士 uses使用
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这是一台护士用的小设备,
07:07
when they're doing a spinal procedure程序 in hospital醫院.
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用于在医院里做脊髓检查,
07:09
They'll他们会 ask the nurses护士 to input输入 data数据.
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它需要护士输入一些数据。
07:11
And they had this vision视力 of the nurse护士, kind of, clicking点击 away
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他们期待看到护士不停地按着
07:13
on this aluminum device设备
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这个铝制设备
07:14
and it all being存在 incredibly令人难以置信, sort分类 of, gadget-lustish小工具,lustish.
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这个令人难以置信的高科技玩意儿
07:19
When we actually其实 went and watched看着 this procedure程序 taking服用 place地点 --
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当我们观看整套的操作流程时,
07:23
and I'll explain说明 this in a second第二 --
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稍后我将解释原因——
07:25
it became成为 very obvious明显 that there was a human人的 dimension尺寸 to this
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很明显有一些人为的问题在里面,
07:29
that they really weren't recognizing认识.
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他们却没有注意到
07:32
When you're having a four-inch四寸 needle inserted插入 into your spine脊柱 --
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当你的脊椎插入了一根四英寸长的针头时——
07:36
which哪一个 was the procedure程序 that this device's设备 data数据 was about;
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那个设备的数据输入便在这个过程中进行——
07:40
it was for pain疼痛 management管理 -- you're shit拉屎 scared害怕; you're freaking再用 out.
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用于疼痛管理。你非常恐慌——你吓坏了。
07:44
And so the first thing that pretty漂亮 much every一切 nurse护士 did,
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因此,几乎每位护士都会
07:48
was hold保持 the patient's耐心 hand to comfort安慰 them. Human人的 gesture手势 --
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握住病人的手来安慰他们。而这个动作——
07:52
which哪一个 made制作 the fabulous极好 two-handed双手的 data数据 input输入 completely全然 impossible不可能.
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使两手操作的资料输入变成完全不可能
07:58
So, the thing that we designed设计, much less sexy性感的
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基于此,我们的设计没有很多的热门技术,
08:02
but much more human人的 and practical实际的, was this.
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但是更加人性化和实用。就是这个
08:07
So, it's not a Palm棕榈 Pilot飞行员 by any stretch伸展 of the imagination想像力,
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无论如何它都不是Palm Pilot
08:09
but it has a thumb-scroll拇指滚动 so you can do everything with one hand.
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上面安装了一个滚轮,这样你就可以单手操作。
08:12
So, again, going back to this -- the idea理念 that a tiny human人的 gesture手势
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再回到我们的主题——只是因为小小的手的问题
08:18
dictated决定 the design设计 of this product产品.
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促使了这台设备的设计方案。
08:21
And I think that's really, really important重要.
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我觉得这是非常重要的。
08:24
So, again, this idea理念 of workarounds解决方法.
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这些“基于周遭问题”的创意,
08:26
We use this phrase短语 "workarounds解决方法" a lot,
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我们常用这个说法“基于周遭问题”,
08:28
sort分类 of, looking around us. I was actually其实 looking around the TEDTED
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感觉像是在审视我们的周边。当我一到这里,
08:30
and just watching观看 all of these kind of things happen发生
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我就开始审视TED,以及这里发生的
08:32
while I've been here.
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一切事情
08:33
This idea理念 of the way that people cobble鹅卵石 together一起 solutions解决方案 in our life --
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人们组合生活中各个问题的解决方案——
08:37
and the things we kind of do in our environment环境
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以及那些平常我们在做的事情,
08:40
that are somewhat有些 subconscious潜意识 but have huge巨大 potential潜在 --
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那些虽是潜意识的,却具有很大潜力的——
08:42
is something that we look at a lot.
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就是我们所苦苦追寻的创意。
08:44
We wrote a book recently最近, I think you might威力 have received收到 it,
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我们最近出了一本书,也许有人已经看过了,
08:47
called "Thoughtless粗心 Acts行为?"
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名字叫《无意识的行为》。
08:48
It's been all about these kind of thoughtless粗心 things that people do,
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里面都是些人们下意识做出的事情,
08:51
which哪一个 have huge巨大 intention意向 and huge巨大 opportunity机会.
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但是都蕴含着巨大的潜力和机遇。
08:54
Why do we all follow跟随 the line线 in the street?
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我们为什么总是沿街道上的线行走呢?
08:57
This is a picture图片 in a Japanese日本 subway地铁.
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这是一张日本地铁里的图片。
08:59
People consciously自觉 follow跟随 things even though虽然, why, we don't know.
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人们总是习惯性的跟随某些东西,却不知为何
09:05
Why do we line线 up the square广场 milk牛奶 carton纸板箱 with the square广场 fence篱笆?
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为什么人们总把方形牛奶盒摆在广场方形护栏上呢?
09:09
Because we kind of have to -- we're just compelled被迫 to.
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这是因为我们有点——不得不这么做。
09:13
We don't know why, but we do.
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虽然不知原因,但的确要做。
09:17
Why do we wrap the teabag茶包 string around the cup杯子 handle处理?
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我们为什么总把茶包线缠在杯柄上呢?
09:20
Again, we're sort分类 of using运用 the world世界 around us
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我们只是利用周遭世界
09:23
to create创建 our own拥有 design设计 solutions解决方案.
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来创造自己的设计解决方案。
09:25
And we're always saying to our clients客户: "You should look at this stuff东东.
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我们通常会告诉客户:“你应该注意这个,
09:28
This stuff东东 is really important重要. This stuff东东 is really vital重要."
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这个很重要,极为关键。”
09:30
This is people designing设计 their own拥有 experiences经验.
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这是人们设计自己经验的过程。
09:32
You can draw from this.
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你可以从中学到很多。
09:36
We sort分类 of assume承担 that because there's a pole in the street,
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我们假定如果马路上出现了一根杆,
09:38
that it's okay to use it, so we park公园 our shopping购物 cart大车 there.
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人们就可以用,于是我们把购物车停在那里。
09:43
It's there for our use, on some level水平.
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它的存在为我所用。
09:45
So, again, we sort分类 of co-opt增选 our environment环境
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我们利用周围环境
09:47
to do all these different不同 things.
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以便解决繁杂的事情。
09:50
We co-opt增选 other experiences经验 --
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我们援用别处得到的经验——
09:51
we take one item项目 and transfer转让 it to another另一个.
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从一项转移到另一项上。
09:55
And this is my favorite喜爱 one. My mother母亲 used to say to me,
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我很喜欢的一句话,是我妈妈告诉我的:
09:57
"Just because your sister妹妹 jumps跳跃 in the lake doesn't mean you have to."
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“你姐姐跳进湖里,但你没必要跟着一起跳。”
10:00
But, of course课程, we all do. We all follow跟随 each other every一切 day.
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但我们都跟着跳进去了。我们总重复他人。
10:02
So somebody assumes假设
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有人试图解释原因:
10:03
that because somebody else其他 has doneDONE something,
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因为有人做了某事,
10:05
that's permission允许 for them to do the same相同 thing.
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即表示他们也可以做相同的事
10:08
And there's almost几乎 this sort分类 of semaphore信号 around us all the time.
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很多人有着类似的想法。
10:11
I mean, shopping购物 bag equals等于 "parking停車處 meter仪表 out of order订购."
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我是说,塑料袋等同于停车计费器故障。
10:14
And we all, kind of, know how to read these signals信号 now.
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人人都明白这些信号的含义。
10:16
We all talk to one another另一个 in this highly高度 visual视觉 way
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我们以这些人尽皆知的视觉方式交流,
10:19
without realizing实现 what we're doing.
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甚至没有意识到我们到底在做什么。
10:22
Third第三 section部分 is this idea理念 of not knowing会心,
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第三部分是关于“不知”的,
10:26
of consciously自觉 putting yourself你自己 backwards向后.
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有意识地清空自己的常识
10:28
I talk about unthinking没头没脑 situations情况 all the time.
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我经常会谈论各类被疏忽的情形。
10:31
Sort分类 of having beginner's初学者 mind心神, scraping your mind心神 clean清洁
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就像拥有新人的想法,将你所有的知识、经验清空,
10:33
and looking at things afresh重新.
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重新审视一件事物。
10:35
A friend朋友 of mine was a designer设计师 at IKEAIKEA,
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我有一个在宜家做设计师的朋友。
10:38
and he was asked by his boss老板
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有一天,他的老板要求他
10:40
to help design设计 a storage存储 system系统 for children孩子.
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为儿童设计一款贮存物品的家具。
10:43
This is the Billy比利 bookcase书柜 -- it's IKEA's宜家 biggest最大 selling销售 product产品.
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这是比利书柜——宜家里最畅销的一款产品。
10:46
Hammer锤子 it together一起. Hammer锤子 it together一起 with a shoe, if you're me,
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将它钉在一起。用鞋子来敲打组合,如果是我的话,
10:48
because they're impossible不可能 to assemble集合.
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因为很难组装。
10:50
But big selling销售 bookcase书柜. How do we replicate复制 this for children孩子?
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但依然很畅销,如何把这个复制给儿童呢?
10:56
The reality现实 is when you actually其实 watch children孩子,
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如果你认真观察儿童的举动,你会发现
10:59
children孩子 don't think about things like storage存储 in linear线性 terms条款.
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孩子们并不想把东西按顺序排放好。
11:02
Children孩子 assume承担 permission允许 in a very different不同 way.
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孩子们有着全然不同于成人的想法,
11:05
Children孩子 live生活 on things. They live生活 under things.
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他们站在物品上面,或者爬到下面,
11:07
They live生活 around things,
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抑或是围绕在四围,
11:09
and so their spatial空间的 awareness意识 relationship关系,
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因此,他们对于空间意识的理解
11:12
and their thinking思维 around storage存储 is totally完全 different不同.
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以及对于贮存物品的方式有着自己的看法。
11:14
So the first thing you have to do -- this is Graham格雷厄姆, the designer设计师 --
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因此,首先你要——这就是Graham,那个设计师——
11:17
is, sort分类 of, put yourself你自己 in their shoes. And so, here he is
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把自己放到孩子们的角度上。所以,他就
11:20
sitting坐在 under the table.
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钻到了桌子底下。
11:22
So, what came来了 out of this?
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结果如何呢?
11:24
This is the storage存储 system系统 that he designed设计.
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这是他所设计的贮存物品的工具。
11:27
So what is this? I hear you all ask. No, I don't.
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这是什么啊?我听到你们问了。不,我没听到。
11:30
(Laughter笑声)
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(笑声)
11:32
It's this, and I think this is a particularly尤其 lovely可爱 solution.
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是这样的,我认为这是一个特别可爱的设计。
11:36
So, you know, it's a totally完全 different不同 way of looking at the situation情况.
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这是一种全新的解决问题的方法。
11:39
It's a completely全然 empathic感情移入的 solution --
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这是一个倾注了感情的解决方案——
11:43
apart距离 from the fact事实 that teddy's泰迪 probably大概 not loving爱心 it.
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当然,泰迪熊很可能不会喜欢这个方法。
11:45
(Laughter笑声)
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(笑声)
11:49
But a really nice不错 way of re-framing重新取景 the ordinary普通,
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但,这不妨碍它推陈出新的亮点,
11:54
and I think that's one of the things.
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而且,我觉得这很难得。
11:55
And putting yourself你自己 in the position位置 of the person,
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把自己换个角度来思考,
11:58
and I think that's one of the threads线程 that I've heard听说 again
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在TED集会上,我反复听到的一个思路就是
12:00
from this conference会议 is how do we put ourselves我们自己
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如何把自己放到别人的角度上去思考问题,
12:02
in other peoples'人们' shoes and really feel what they feel?
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站在他们立场上去体会他们的感受
12:04
And then use that information信息 to fuel汽油 solutions解决方案?
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并且借助这种体会去解决面临的问题
12:07
And I think that's what this is very much about.
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我认为这才是最主要。
12:11
Last section部分: green绿色 armband臂章. We've我们已经 all got them.
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最后一章:绿色手链。我们都有,
12:15
It's about this really.
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跟这个相关。
12:17
I mean, it's about picking选择 battles战斗 big enough足够 to matter
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也就是说要从大处着眼,
12:19
but small enough足够 to win赢得.
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从小处着手。
12:21
Again, that's one of the themes主题
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这也是我在这里反复听到的
12:22
that I think has come through通过 loud and clear明确 in this conference会议
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被强调的几个主题之一:
12:25
is: Where do we start开始? How do we start开始? What do we do to start开始?
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我们从何做起?如何开展?如何起步?
12:29
So, again, we were asked to design设计 a water pump
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有一次,一家位于肯尼亚名叫ApproTEC的公司
12:33
for a company公司 called ApproTECApproTEC, in Kenya肯尼亚.
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委托我们设计一款水泵。
12:35
They're now called KickStart的KickStart.
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现在这家公司更名为KickStart了。
12:38
And, again, as designers设计师,
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作为设计师,
12:39
we wanted to make this thing incredibly令人难以置信 beautiful美丽
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我们想把这个产品做得非常漂亮,
12:41
and spend a lot of time thinking思维 of the form形成.
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花费了很多时间去构思形状。
12:44
And that was completely全然 irrelevant不相干.
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其实这无关紧要。
12:45
When you put yourself你自己 in the position位置 of these people,
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当你设身处地的站在那些人的角度去考虑时,
12:50
things like the fact事实 that this has to be able能够 to fold up
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你会发现,这件产品要能被折叠,
12:52
and fit适合 on a bicycle自行车, become成为 much more relevant相应
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并且可以放在自行车上,这个比外观重要多了。
12:55
than the form形成 of it. The way it's produced生成,
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此外,生产的方式
12:57
it has to be produced生成 with indigenous土著 manufacturing制造业 methods方法
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必须适合手工制造,
13:00
and indigenous土著 materials物料.
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同时原材料也需取自当地。
13:02
So it had to be looked看着 at completely全然 from the point of view视图 of the user用户.
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这需要完全从一个使用者的角度来审视,
13:06
We had to completely全然 transfer转让 ourselves我们自己 over to their world世界.
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我们不得不把自己转到他们的世界里
13:10
So what seems似乎 like a very clunky笨重 product产品
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这种看起来笨重的产品
13:12
is, in fact事实, incredibly令人难以置信 useful有用.
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其实惊人的实用。
13:15
It's powered动力 a bit like a Stairmaster的Stairmaster -- you pump up and down on it.
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它的操作就像爬楼梯——上下踏动来操作
13:18
Children孩子 can use it. Adults成人 can use it. Everybody每个人 uses使用 it.
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儿童可以使用,大人可以使用,人人都可以轻松操作
13:21
It's turning车削 these guys -- again, one of the themes主题 --
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它转变了这些人——另一个主题——
13:24
it's turning车削 them into entrepreneurs企业家.
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将他们转变为企业家。
13:27
These guys are using运用 this very successfully顺利.
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这些人可以非常容易的使用这个水泵。
13:29
And for us, it's been great
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对于我们,也是受益匪浅,
13:30
because it's won韩元 loads负载 of design设计 awards奖项.
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因为这个设计得了很多奖。
13:31
So we actually其实 managed管理 to reconcile调和 the needs需求 of the design设计 company公司,
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最终,我们顺利的实现了客户的需求,
13:34
the needs需求 of the individuals个人 in the company公司,
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满足了公司里不同个体的需求,
13:36
to feel good about a product产品 we were actually其实 designing设计,
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让他们对我们所设计的产品非常满意,
13:38
and the needs需求 of the individuals个人 we were designing设计 it for.
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同时切合了使用者对这个产品的期望。
13:43
There it is, pumping water from 30 feet.
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这就是那个水泵,能把水抽到30英尺的高度。
13:47
So as a final最后 gesture手势 we handed out these bracelets手镯
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今早,我们把这些手链发到了每一个人手里
13:52
to all of you this morning早上.
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以表示我们的心意。
13:53
We've我们已经 made制作 a donation捐款 on everybody's每个人的 behalf代表 here
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我们以座诸位的名义为KichStart做了捐赠,
13:56
to kick start开始, no pun双关语 intended, their next下一个 project项目.
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不是双关语,而是KichStart的另一项工程。
14:00
Because, again, I think, sort分类 of, putting our money where our mouth is, here.
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因为这象征着,在我们赖以生存的事物上投资。
14:04
We feel that this is an important重要 gesture手势.
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这很重要,具有很深远的意义。
14:06
So we've我们已经 handed out bracelets手镯. Small is the new big.
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因此,我们送出这个手链。“以小博大”
14:08
I hope希望 you'll你会 all wear穿 them.
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希望你们能戴着它。
14:09
So that's it. Thank you.
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我的演讲就是这些,谢谢大家。
14:12
(Applause掌声)
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掌声
Translated by dayu Vong
Reviewed by Vivian Lee

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ABOUT THE SPEAKER
Paul Bennett - Designer; creative director, Ideo
As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked.

Why you should listen

As creative director at the influential design and innovation company Ideo, Paul Bennett manages to keep his eye on the little things that matter, though his clients are among the biggest in the world (Procter & Gamble and Pepsi, to name but two). "Small is the new big,"Bennett says. And his design approach reflects this philosophy. For often, it's not the biggest ideas that have the most impact, but the small, the personal, and the intimate.

Trained as a graphic designer, Bennett is a pragmatic design evangelist, preaching fervently that design can make the world a better place, and providing playful, inspired examples of how it does.

More profile about the speaker
Paul Bennett | Speaker | TED.com