TED Salon Brightline Initiative
Scott Galloway: How Amazon, Apple, Facebook and Google manipulate our emotions
Scott Galloway: 亚马逊、苹果、脸书和谷歌是如何操控我们的情感的
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如今亚马逊、苹果、脸书和谷歌四大公司的市场资本总和与印度的GDP相当。这些公司是如何如此彻底地渗透到我们生活中的呢？在这个让人惊叹，激情四溢的演说中，Scott Galloway分享了他的关于这些巨头如何雄霸市场和背后的动机的洞见；以及当一个社会把股值看得重于一切的时候将遭遇什么。演讲后还有TED主持人Chris Anderson与他的问答环节。（请注意：本演讲包含粗口。）
Scott Galloway - Professor of marketing
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Double-click the English transcript below to play the video.
00:12
[This talk contains graphic language
Viewer discretion is advised]
Viewer discretion is advised]
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【本视频包含粗口 建议酌情观看】
00:16
So, this is the first and the last slide
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这是在过去15年里
我的6400名学生看到的第一张
也是最后一张幻灯片
也是最后一张幻灯片
00:19
each of my 6,400 students
over the last 15 years has seen.
over the last 15 years has seen.
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我认为你不可能打造一家
价值数十亿美元的企业
价值数十亿美元的企业
00:24
I do not believe you can build
a multibillion-dollar organization
a multibillion-dollar organization
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除非你知道瞄准的是
哪一种本能或者器官
哪一种本能或者器官
00:27
unless you are clear on which instinct
or organ you are targeting.
or organ you are targeting.
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我们人类对神明是有需求的
00:33
Our species has a need for a superbeing.
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而人类这一物种的优势在于大脑
00:36
Our competitive advantage
as a species is our brain.
as a species is our brain.
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我们的大脑擅长提出
非常难的问题
非常难的问题
00:39
Our brain is robust enough to ask
these really difficult questions,
these really difficult questions,
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但不幸的是 它并没有足够强大的
处理能力来回答这些问题
处理能力来回答这些问题
00:42
but, unfortunately, it doesn't have
the processing power to answer them,
the processing power to answer them,
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于是就产生了对神明的需求
00:46
which creates a need for a superbeing
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我们可以向他祈祷 希望得到答案
00:48
that we can pray to
and look to for answers.
and look to for answers.
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什么是祈祷
00:51
What is prayer?
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祈祷就是把疑问送到天上
00:52
Sending a query into the universe,
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00:54
and hopefully there's some sort
of divine intervention --
of divine intervention --
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盼望有某位神明显灵
我们并不需要理解发生了什么
00:57
we don't need to understand
what's going on --
what's going on --
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只需要等这位全知全能的神明
00:59
from an all-knowing, all-seeing superbeing
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01:01
that gives us authority
that this is the right answer.
that this is the right answer.
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告诉我们 这就是权威的正确答案
比如你担心 我的孩子会痊愈吗
01:05
"Will my kid be all right?"
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01:08
You have your planet of stuff,
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你有成堆的东西
有做不完的工作
01:10
you have your planet of work,
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01:11
you have your planet of friends.
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有一群好朋友
01:13
If you have kids,
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你要是养过孩子就知道
一旦你的孩子脱离正轨
01:15
you know that once something
comes off the rails with your kids,
comes off the rails with your kids,
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一切都完了
01:18
everything melts,
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01:19
in your universe
to the Sun that is your kids.
to the Sun that is your kids.
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你的孩子就像是太阳
照亮你的世界
照亮你的世界
我的孩子会痊愈吗
01:22
"Will my kid be all right?"
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哮吼的症状和治疗
出现在谷歌的搜索框中
出现在谷歌的搜索框中
01:25
"Symptoms and treatment of croup"
in the Google query box.
in the Google query box.
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01:29
One in six queries presented to Google
have never been asked before
have never been asked before
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谷歌收到的提问中 有六分之一
以前从未被人问过
01:33
in the history of mankind.
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01:34
What priest, teacher, rabbi, scholar,
mentor, boss has so much credibility
mentor, boss has so much credibility
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什么样的神职人员 教师 拉比
学者 导师 老板有如此的威信
学者 导师 老板有如此的威信
以至于六分之一向这个人提出的问题
01:40
that one in six questions
posed to that person
posed to that person
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是从未曾被问过的问题
01:42
have never been asked before?
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01:44
Google is our modern man's God.
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谷歌是我们现代人的神明
想象一下你在谷歌搜索框中
输入的各种信息 包括姓名 头像
输入的各种信息 包括姓名 头像
01:47
Imagine your face and your name
above everything you've put into that box,
above everything you've put into that box,
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01:52
and you're going to realize
you trust Google more than any entity
you trust Google more than any entity
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你会发现 你相信谷歌胜过你生命中的
一切
01:56
in your history.
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（笑声）
01:57
(Laughter)
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让我们顺着躯干往下走
01:58
Let's move further down the torso.
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（笑声）
02:00
(Laughter)
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我们人类还有一件特别美妙的事情
02:02
One of the other wonderful things
about our species
about our species
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就是我们不仅需要爱
也需要给予爱
也需要给予爱
02:05
is we not only need to be loved,
but we need to love others.
but we need to love others.
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营养不良但是
获得很多关爱的孩子
获得很多关爱的孩子
02:08
Children with poor nutrition
but a lot of affection
but a lot of affection
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会比那些营养均衡
却缺乏关爱的孩子更能健康成长
却缺乏关爱的孩子更能健康成长
02:11
have better outcomes than children
with good nutrition and poor affection.
with good nutrition and poor affection.
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目前世界人口老龄化速度飞快
02:16
However, the best signal
that you might make it
that you might make it
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而要想判断你是否
02:19
to be part of the number-one fastest
growing demographic in the world --
growing demographic in the world --
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02:24
centenarians, people
who live to triple digits --
who live to triple digits --
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也能长命百岁
有三个重要的信号
02:26
there are three signals.
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按从弱到强排 你的基因
并没有你想象的那么重要
并没有你想象的那么重要
02:27
In reverse order: your genetics --
not as important as you'd like to think,
not as important as you'd like to think,
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所以你可以继续糟蹋自己的身体
02:31
so you can continue to treat
your body like shit
your body like shit
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并且想着 乔伊大叔活到了95岁
02:33
and think, "Oh, Uncle Joe lived to 95,
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死亡是注定的
02:35
the die have been cast."
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基因并没有你想象的那么重要
02:37
It's less important than you think.
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第二个是生活方式
02:38
Number two is lifestyle.
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不抽烟 控制体重 定期体检
02:40
Don't smoke, don't be obese,
and prescreen --
and prescreen --
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02:42
get rid of about two-thirds
of early cancers
of early cancers
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可以避免患上三分之二的早期癌症
和心血管疾病
02:45
and cardiovascular disease.
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02:47
The number one indicator or signal
that you'll make it to triple digits:
that you'll make it to triple digits:
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而使你能长命百岁的头号指标
是你关爱的人有多少
02:50
How many people do you love?
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02:54
Caretaking is the security camera --
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关爱好比监控摄像头
我们称之为大脑里的
低分辨率监控摄像头
低分辨率监控摄像头
02:57
we call the low-resolution
security camera in our brain --
security camera in our brain --
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决定你是否能多活几年
03:00
deciding whether or not
you are adding value.
you are adding value.
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我们不只是需要爱
也需要关爱他人 脸书正是利用了
也需要关爱他人 脸书正是利用了
03:02
Facebook taps into our instinctive need
not only to be loved,
not only to be loved,
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我们这一本能
03:06
but to love others,
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主要是通过照片引起我们的共鸣
03:07
mostly through pictures
that create empathy,
that create empathy,
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催生和巩固我们之间的关系
03:09
catalyze and reinforce our relationships.
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让我们继续顺着躯干往下
03:12
Let's continue our journey down the torso.
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亚马逊直击我们的消费本能
03:15
Amazon is our consumptive gut.
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03:18
The instinct of more is hardwired into us.
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渴望拥有更多是我们的内在本性
03:21
The penalty for too little
is starvation and malnutrition.
is starvation and malnutrition.
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拥有太少会造成饥饿和营养不良
03:25
Open your cupboards, open your closets,
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打开你的食橱和衣柜
你会发现拥有的
是你需要的十倍乃至百倍
是你需要的十倍乃至百倍
03:28
you have 10 to 100x times what you need.
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03:31
Why?
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为什么
因为拥有太少比拥有更多
03:32
Because the penalty
for too little is much greater
for too little is much greater
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03:35
than the penalty for too much.
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得到的不良影响更严重
03:37
So "more for less" is a business strategy
that never goes out of style.
that never goes out of style.
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因此 更多商品更低价格
是个永不过时的商业策略
是个永不过时的商业策略
03:41
It's the strategy of China,
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中国奉行这一策略
03:42
it's a the strategy of Walmart,
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沃尔玛奉行这一策略
而如今世界上最成功的企业 亚马逊
03:44
and now it's the strategy of the most
successful company in the world,
successful company in the world,
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也奉行了这一策略
03:47
Amazon.
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你把 更多商品更低价格 变成直觉
03:48
You get more for less into your gut;
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03:51
digest, send it to your muscular
and skeletal system of consumption.
and skeletal system of consumption.
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将之消化并输送到你那控制消费的
肌肉和骨骼系统中去
肌肉和骨骼系统中去
更进一步
03:54
Moving further,
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一旦我们解决了生存问题
03:56
once we know we will survive,
the basic instinct,
the basic instinct,
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我们便开始考虑第二强大的本能
04:00
we move to the second
most powerful instinct,
most powerful instinct,
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即挑选最强大 最聪明
最迅速的种子
最迅速的种子
04:02
and that is to spread and select
the strongest, smartest and fastest seed
the strongest, smartest and fastest seed
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四海播种 繁衍后代
04:07
to the four corners of the earth,
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或是选取最好的种子
04:09
or pick the best seed.
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我手上这只表
不是用来看时间的
不是用来看时间的
04:11
This is not a timepiece.
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我有五年没给表上发条了
04:13
I haven't wound it in five years.
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这只是我吸引异性的徒劳尝试
04:15
It's my vain attempt to say to people,
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和与戴着斯沃琪手表的人睡相比
04:17
"If you mate with me,
your children are more likely to survive
your children are more likely to survive
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你和我睡生的孩子更有可能存活下来
04:20
than if you mate with someone
wearing a Swatch watch."
wearing a Swatch watch."
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（笑声）
04:23
(Laughter)
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商业的核心在于利用
人类不理性的一面
人类不理性的一面
04:25
The key to business is tapping into
the irrational organs.
the irrational organs.
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04:29
"Irrational" is Harvard Business School's
and New York Business School's term
and New York Business School's term
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对哈佛商学院或者
纽约商学院的人来说
纽约商学院的人来说
不理性 基本就是丰厚利润
和超高股价的代名词
和超高股价的代名词
04:33
for fat profit margins
and shareholder value.
and shareholder value.
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04:36
"High-caloric paste for your children."
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（广告主题）给孩子高卡路里的食物吧
04:39
No?
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不需要吗？
你的孩子爱挑剔的妈妈
04:40
You love your choosy mom.
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04:42
Why choosy moms choose Jif:
you love your kids more.
you love your kids more.
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为什么挑剔的妈妈选择Jif花生酱
因为你比别人更爱你的孩子
因为你比别人更爱你的孩子
从第二次世界大战起
到谷歌诞生以前
到谷歌诞生以前
04:46
The greatest algorithm for shareholder
creation from World War II
creation from World War II
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最伟大的创造股价的算法
04:49
to the advent of Google
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就是用煽情的营销手段
推销普通的产品
推销普通的产品
04:50
was taking an average product
and appealing to people's hearts.
and appealing to people's hearts.
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如果你是个好妈妈 好公民
04:53
You're a better a mom,
a better person, a better patriot
a better person, a better patriot
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就请你买这块很普通的香皂
而不是那块很普通的香皂
而不是那块很普通的香皂
04:56
if you buy this average soap
versus this average soap.
versus this average soap.
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05:00
Now, the number one algorithm
for shareholder value isn't technology.
for shareholder value isn't technology.
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如今 创造股价的
头号算法不是科技
头号算法不是科技
来看看福布斯400富豪榜
05:03
Look at the Forbes 400.
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05:05
Take out inherited wealth,
take out finance.
take out finance.
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刨掉那些富二代
刨掉那些搞金融的
刨掉那些搞金融的
创造财富的头号秘诀便是
05:07
The number one source of wealth creation:
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05:09
appealing to your reproductive organs.
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让消费者用下半身思考
05:11
The Lauders; the number
one wealthiest man in Europe, LVMH.
one wealthiest man in Europe, LVMH.
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兰黛家族 欧洲
首富路威酩轩集团
首富路威酩轩集团
H&M服饰和Inditex分居二三位
05:16
Numbers two and three: H&M and Inditex.
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要想创造股价你就得
瞄准最不理性的器官
瞄准最不理性的器官
05:19
You want to target the most
irrational organs for shareholder value.
irrational organs for shareholder value.
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结果这四大公司
苹果 亚马逊 脸书和谷歌
苹果 亚马逊 脸书和谷歌
05:25
As a result, these four companies --
Apple, Amazon, Facebook and Google --
Apple, Amazon, Facebook and Google --
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便联手主宰了我们的生活
05:29
have disarticulated who we are.
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神明 爱情 消费 性欲
05:30
God, love, consumption, sex.
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每个人的生活中这四项
占据的比例各不相同
占据的比例各不相同
05:33
The proportion in your approach
to those things is who you are,
to those things is who you are,
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而现在它们化身四家营利性公司
重新组成了我们的生活内容
重新组成了我们的生活内容
05:36
and they have reassembled who we are
in the form of for-profit companies.
in the form of for-profit companies.
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在经济大衰退末期
05:40
At the end of the Great Recession,
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这些公司的市场资本总额
05:42
the market capitalization
of these companies was equivalent
of these companies was equivalent
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与尼日利亚的GDP相当
05:45
to the GDP of Niger.
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而现在它相当于印度的GDP
05:46
Now it is equivalent to the GDP of India,
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分别在2013年和2014年
超过了俄罗斯和加拿大
超过了俄罗斯和加拿大
05:49
having blown past
Russia and Canada in '13 and '14.
Russia and Canada in '13 and '14.
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只有五个国家的GDP
05:52
There are only five nations
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超过了这四家公司市场资本总额的
05:54
that have a GDP greater
than the combined market capitalization
than the combined market capitalization
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总和
05:57
of these four firms.
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然而 有些事正在发生
05:59
Something is happening, though.
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仅一年前 人们还在谈论
哪个CEO更像拯救世人的上帝
哪个CEO更像拯救世人的上帝
06:01
The conversation just a year ago
was, which CEO was more Jesus-like?
was, which CEO was more Jesus-like?
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谁在竞选总统
06:06
Who was running for president?
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如今情形大变
06:08
Now the worm has turned.
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它们做的事情件件恼人
06:10
Everything they're doing is bothering us.
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我们担心它们逃税
06:12
We're worried they're tax avoiders.
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自经济大衰退开始 沃尔玛共缴纳了
06:14
Walmart, since the Great Recession,
has paid 64 billion dollars
has paid 64 billion dollars
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640亿美元的公司所得税
06:17
in corporate income tax;
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而亚马逊才缴纳了14亿
06:19
Amazon has paid 1.4.
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如果这些世界上最成功的公司
不缴纳它们应缴的合理税款
不缴纳它们应缴的合理税款
06:21
How do we pay our firefighters,
our soldiers and our social workers
our soldiers and our social workers
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我们用什么来给我们的消防员
战士和社工们发薪水
战士和社工们发薪水
06:25
if the most successful companies
in the world don't pay their fair share?
in the world don't pay their fair share?
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很简单
06:28
Pretty easy.
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那意味着不那么成功的公司
06:30
That means the less successful
companies have to pay
companies have to pay
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需要多交税
06:32
more than their fair share.
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（假装对亚马逊智能语音助理）
Alexa 这是好事吗
Alexa 这是好事吗
06:33
Alexa, is this a good thing?
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尽管实际情况是
06:35
This is despite that fact --
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06:37
(Laughter)
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（大笑）
尽管实际情况是
06:38
This is despite the fact
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在过去19个月里
亚马逊的市值增加的数额
亚马逊的市值增加的数额
06:41
that Amazon has added the entire
market capitalization of Walmart
market capitalization of Walmart
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是整个沃尔玛的市场资本总额
06:45
to its market cap in the last 19 months.
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这是谁的错 是我们的错
06:52
Whose fault is it? It's our fault.
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我们选出的监管者
腰杆儿不够硬
腰杆儿不够硬
06:54
We're electing regulators
who don't have the backbone
who don't have the backbone
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管不了这些公司
06:58
to actually go after these companies.
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脸书向欧盟监管部门撒谎说
07:00
Facebook lies to EU regulators
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我们不可能在核心平台
和提议并购的WhatsApp
和提议并购的WhatsApp
07:02
and says, "It would be impossible
for us to share the data
for us to share the data
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之间分享数据
07:06
between our core platform
and our proposed acquisition of WhatsApp.
and our proposed acquisition of WhatsApp.
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请批准这项并购
07:09
Approve the merger."
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07:11
They approve the merger and then --
spoiler alert! -- they figure it out.
spoiler alert! -- they figure it out.
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欧盟批准了并购 紧接着
剧透预警在此 他们回过味儿来了
剧透预警在此 他们回过味儿来了
欧盟说 我觉得你们撒了谎
07:15
And the EU says, "I feel lied to.
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我们要罚你1.2亿美金
07:16
We're fining you 120 billion dollars,"
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而并购花了190亿美金
罚款只占了0.6%
罚款只占了0.6%
07:20
about .6 percent of the acquisition price
of 19 billion dollars.
of 19 billion dollars.
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如果 马克·扎克伯格 能购买一份保险
07:24
If Mark Zuckerberg could take out
an insurance policy
an insurance policy
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花0.6％的保费确保并购成功实现
07:27
that the acquisition would
go through for .6 percent,
go through for .6 percent,
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他会不那么做吗
07:29
wouldn't he do it?
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而谷歌的垄断行为
07:31
Anticompetitive behavior.
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07:33
A two-and-a-half-billion-dollar fine,
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被欧盟罚款25亿美金
30亿的现金流
07:35
three billion of the cash flow,
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只占了谷歌资产负债表上的3%。
07:38
three percent of the cash
on Google's balance sheet.
on Google's balance sheet.
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我们正告诉这些公司
要想把股价拉上去
要想把股价拉上去
07:41
We are telling these companies,
"The smart thing to do,
"The smart thing to do,
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就得学机灵点儿
07:45
the shareholder-driven thing to do,
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该撒谎就得撒谎
07:47
is to lie and to cheat."
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我们使用一个每小时费用为
07:49
We are issuing 25-cent parking tickets
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100美金的仪器来开
25美分的停车罚款单
25美分的停车罚款单
07:53
on a meter that costs 100 dollars an hour.
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聪明的做法就是撒谎
07:56
The smart thing to do is lie.
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07:57
Job destruction!
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还有就业领域的灾难
亚马逊所需的员工数量
只是梅西百货公司的一半
只是梅西百货公司的一半
07:59
Amazon only needs one person
for two at Macy's.
for two at Macy's.
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如果今年他们的业务
增长200亿美元 这应该没什么难度
增长200亿美元 这应该没什么难度
08:02
If they grow their business 20 billion
dollars this year, which they will,
dollars this year, which they will,
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那么我们将失去53000名
收银员和百货公司职员
收银员和百货公司职员
08:06
we will lose 53,000 cashiers and clerks.
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这毫不罕见
08:08
This is nothing unusual;
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这种情况贯穿我们的整个经济
08:09
this has happened all through our economy,
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我们只是从没看到
如此擅长于此的公司
如此擅长于此的公司
08:12
we've just never seen
companies this good at it.
companies this good at it.
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那些失业的工人可以
装满整个洋基体育馆
装满整个洋基体育馆
08:14
That's one Yankee Stadium of workers.
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媒体行业更糟
08:16
It's even worse in media.
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如果脸书和谷歌的业务
08:18
If Facebook and Google
grow their businesses
grow their businesses
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今年能增长220亿美金
他们也能做到
他们也能做到
08:20
22 billion dollars this year,
which they will,
which they will,
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我们将失去近15万的创意总监
08:22
we're going to lose approximately
150,000 creative directors,
150,000 creative directors,
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策划和文案
08:26
planners and copywriters.
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08:28
Or we can fill up two-and-a-half
Yankee Stadiums
Yankee Stadiums
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我们用他们装满
两个半的洋基体育馆
两个半的洋基体育馆
告诉他们 拜亚马逊所赐
你们失业了
你们失业了
08:30
and say, "You are out of work,
courtesy of Amazon."
courtesy of Amazon."
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目前我们获得的绝大部分新闻
是来自社交媒体推送
是来自社交媒体推送
08:34
We now get the majority of our news
from our social media feeds,
from our social media feeds,
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而我们从社交媒体推送
获得的新闻多数是
获得的新闻多数是
08:37
and the majority of our news
coming off of social media feeds is ...
coming off of social media feeds is ...
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虚假新闻
08:41
fake news.
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（大笑）
08:42
(Laughter)
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1687
我不能在课堂上谈政治
或说话带脏字
或说话带脏字
08:44
I am not allowed to be political
or use curse words,
or use curse words,
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或谈论宗教
08:48
or talk about religion in class,
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所以我绝不能说
08:49
so I can definitely not say,
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08:53
"Zuckerberg has become Putin's bitch."
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扎克伯格成了普京的小贱人
我真是 非常不敢说 啊
08:56
I definitely cannot say that.
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（大笑）
08:58
(Laughter)
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他们反驳说
08:59
Their defense:
195
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脸书不是一个媒体公司
是个科技公司
是个科技公司
09:00
"Facebook is not a media company;
it's a technology company."
it's a technology company."
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你创建原创内容
09:03
You create original content,
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你付钱给各大体育联赛
让他们提供原创内容
让他们提供原创内容
09:05
you pay sports leagues
to give you original content,
to give you original content,
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你再在这些内容上投放广告
那你的确就是媒体公司
那你的确就是媒体公司
09:08
you run advertising against it --
boom! -- you're a media company.
boom! -- you're a media company.
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就在几天前
09:11
Just in the last few days,
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雪莉桑德伯格 重申了这个谎言
我们不是媒体公司
我们不是媒体公司
09:13
Sheryl Sandberg has repeated this lie,
that "We are not a media company."
that "We are not a media company."
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脸书公开地通过名人效应
09:17
Facebook has openly embraced
the margins of celebrity
the margins of celebrity
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和媒体公司的影响力赚取价值
09:21
and the influence of a media company
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然而似乎却对媒体公司的责任
09:23
yet seems to be allergic
to the responsibilities
to the responsibilities
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一事极其反感
09:27
of a media company.
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1300
09:29
Imagine McDonald's.
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1608
想想麦当劳吧
09:31
We find 80 percent of their beef is fake,
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我们发现他们的牛肉
有80%都是假的
有80%都是假的
会让人们患上脑炎
09:33
and it's giving us encephalitis,
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而我们却做出了糟糕的决定
09:35
and we're making terrible decisions.
209
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说 麦当劳 我们很生气
09:37
And we say, "McDonald's,
we're pissed off!"
we're pissed off!"
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他们说 且慢 且慢
09:40
And they say, "Wait, wait --
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我们不生产快餐
09:43
we're not a fast-food restaurant,
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我们只是快餐的搬运工
09:45
we're a fast-food platform."
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（大笑）
09:47
(Laughter)
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这些公司和它们的CEO们把自己
09:50
These companies and CEOs wrap themselves
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2339
包装成神仙模样
披着艳丽的彩虹下凡人间
披着艳丽的彩虹下凡人间
09:52
in a neon-blue pink rainbow
and blue blanket
and blue blanket
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用魔术般的幻像
掩盖他们的日常行径
掩盖他们的日常行径
09:56
to create an illusionist trick
from their behavior each day,
from their behavior each day,
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3349
星球大战里的黑武士
下凡时也不过如此
下凡时也不过如此
09:59
which is more indicative
of the spawn of Darth Vader and Ayn Rand.
of the spawn of Darth Vader and Ayn Rand.
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为什么 因为我们越来越
被看作软弱的老好人
被看作软弱的老好人
10:04
Why? Because we as progressives
are seen as nice but weak.
are seen as nice but weak.
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4068
10:09
If Sheryl Sandberg had written
a book on gun rights
a book on gun rights
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如果 雪莉·桑德伯格 写了
一本关于公民持枪权利
一本关于公民持枪权利
或反堕胎运动的书
10:12
or on the pro-life movement,
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那么她还会被邀请飞去戛纳吗
10:14
would they be flying Sheryl to Cannes?
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不会的
10:17
No.
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我并不怀疑他们渐进的价值观
10:19
And I'm not doubting
their progressive values,
their progressive values,
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但他们的价值观核心都是股价
10:21
but it foots to shareholder value,
225
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2072
因为我们的形象越来越软弱
10:23
because we as progressives
are seen as weak.
are seen as weak.
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2069
而他们却一脸无辜 记得微软吗
10:25
They're so nice -- remember Microsoft?
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2408
他们的公众形象
包装得似乎不太好
包装得似乎不太好
10:27
They didn't seem as nice,
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1497
所以那时监管部门介入很快
10:29
and regulators stepped in much earlier
than the regulators now,
than the regulators now,
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而如今的监管部门绝不会
去干涉那些善意的公众楷模
去干涉那些善意的公众楷模
10:33
who would never step in
on those nice, nice people.
on those nice, nice people.
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3685
今晚我要乘坐飞机
10:37
I'm about to get on a plane tonight,
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1806
如果有人怀疑我酒驾回家
10:39
and I'm going to have a guy
named Roy from TSA molest me.
named Roy from TSA molest me.
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2718
运输管理局会派一个
叫罗伊的人骚扰我
叫罗伊的人骚扰我
10:41
If I am suspected of a DUI
on the way home,
on the way home,
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3181
可能还需要对我抽血检查
10:45
I can have blood taken from my person.
234
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2668
10:48
But wait! Don't tap into the iPhone --
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3068
但且慢 禁止动iPhone
它可是神圣不可侵犯的
10:51
it's sacred.
236
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1420
这是我们的新十字架
10:53
This is our new cross.
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1439
新款苹果手机与其说是iPhone X
10:54
It shouldn't be the iPhone X,
238
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1609
不如说是名副其实的 iPhone十字架
10:56
it should be called the "iPhone Cross."
239
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1996
我们有至高无上的宗教
苹果神教
苹果神教
10:58
We have our religion; it's Apple.
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2166
我们的教主是 史蒂夫·乔布斯
11:00
Our Jesus Christ is Steve Jobs,
241
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1775
我们视其为至高神圣
超过了我们的房屋和电脑
超过了我们的房屋和电脑
11:02
and we've decided this is holier
than our person, our house
than our person, our house
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3286
甚至超过了我们自己
11:05
or our computer.
243
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1300
我们完全失控了
11:06
We have become totally out of control
244
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2517
迷失在对于创新和
青春的盲目崇拜中
青春的盲目崇拜中
11:09
with the gross idolatry
of innovation and of youth.
of innovation and of youth.
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我们不再追寻勇气
11:13
We no longer worship
at the altar of character,
at the altar of character,
246
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2471
仁爱
11:15
of kindness,
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1157
而是一味追寻创新
崇拜那些创造股价的人
崇拜那些创造股价的人
11:16
but of innovation and people
who create shareholder value.
who create shareholder value.
248
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3578
亚马逊在市场上变得强大非凡
11:20
Amazon has become so powerful
in the marketplace,
in the marketplace,
249
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它对我们进行精神控制
11:23
it can conduct Jedi mind tricks.
250
671383
1562
11:24
It can begin damaging other industries
just by looking at them.
just by looking at them.
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2990
浏览它们就已经开始
破坏其他行业了
破坏其他行业了
耐克宣布 他们开始在亚马逊上
销售 股价便升上去了
销售 股价便升上去了
11:27
Nike announces they're distributing
on Amazon, their stock goes up,
on Amazon, their stock goes up,
252
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3164
所有其他的鞋类企业股价下跌
11:31
every other footwear stock goes down.
253
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1806
每当亚马逊的股价上升
其他零售商的股价便会下跌
其他零售商的股价便会下跌
11:33
When Amazon stock goes up,
the rest of retail stocks go down,
the rest of retail stocks go down,
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3009
因为股民相信所有对于亚马逊好的
东西对于其他人都是坏的
东西对于其他人都是坏的
11:36
because they assume what's good
for Amazon is bad for everybody else.
for Amazon is bad for everybody else.
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3309
当并购全食超市的时候
鮭魚的成本被削减了33%
鮭魚的成本被削减了33%
11:39
They cut the cost on salmon 33 percent
when they acquired Whole Foods.
when they acquired Whole Foods.
256
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4369
11:43
In between the time they announced
the acquisition of Whole Foods
the acquisition of Whole Foods
257
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在他们宣布并购全食超市开始
到并购结束期间
11:46
and when it closed,
258
694891
1174
美国最大的食品销售
专营公司克罗格
专营公司克罗格
11:48
Kroger, the largest
pure-play grocer in America,
pure-play grocer in America,
259
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2271
股价跌了1/3
11:50
shed a third of its value,
260
698384
1735
就是因为亚马逊吃下了这家
规模占克罗格1/11的食品销售商
规模占克罗格1/11的食品销售商
11:52
because Amazon purchased a grocer
one-eleventh the size of Kroger.
one-eleventh the size of Kroger.
261
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6379
我非常幸运
11:59
I got very lucky.
262
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1228
12:00
I predicted the acquisition
of Whole Foods by Amazon
of Whole Foods by Amazon
263
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我预测到了亚马逊
对全食超市的收购
对全食超市的收购
就在收购发生前的那周
12:03
the week before it happened.
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1344
我在媒体上公开扬言
12:05
This is me boasting; I said
this publicly in the media.
this publicly in the media.
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这是他们历史上最大规模的并购
12:07
This was the largest
acquisition in their history,
acquisition in their history,
266
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他们之前从没有做过
十亿美元以上的并购
十亿美元以上的并购
12:10
they'd never made
an acquisition over a billion,
an acquisition over a billion,
267
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2335
人们问我 你是怎么知道的
12:12
and people asked, "How did you know this?"
268
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我现在就向各位了不起的观众来揭秘
12:14
So I'm letting this very impressive
audience in on the secret.
audience in on the secret.
269
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3219
我是怎么知道的
12:18
How did I know this?
270
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1195
让我来告诉你我是怎么知道的
12:19
I'm going to tell you how I knew.
271
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我整天的对着Alexa大吼大叫
12:21
I bark at Alexa all day long
272
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想知道这是怎么一回事
12:24
and try to figure out what's going on.
273
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1912
(演讲者) Alexa 买点儿全脂牛奶
12:26
(Scott Galloway) Alexa, buy whole milk.
274
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3396
(Alexa) 我找不到
全脂牛奶 的搜索结果
全脂牛奶 的搜索结果
12:29
(Alexa) I couldn't find
anything for whole milk,
anything for whole milk,
275
737432
2267
所以我把全脂牛奶
加进了你的购物清单
加进了你的购物清单
12:31
so I've added whole milk
to your shopping list.
to your shopping list.
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2243
12:34
SG: Then I asked,
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演讲者：接下来我问
(演讲者) Alexa 买点儿有机食物
12:35
(SG) Alexa, buy organic foods.
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(Alexa) 有机食物的搜索结果首位
12:38
(Alexa) The top search result
for organic food
for organic food
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2143
是Plum Organics婴儿食品
香蕉和南瓜口味
香蕉和南瓜口味
12:41
is Plum Organics baby food,
banana and pumpkin,
banana and pumpkin,
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12包装 每包4盎司
12:44
12-pack of four ounces each.
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2017
共15美元
12:46
It's 15 dollars total.
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你想要买吗
12:48
Would you like to buy it?
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演讲者：然后 就像到我
这个年龄的人一样
这个年龄的人一样
12:49
SG: And then, as often happens at my age,
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1999
我被弄糊涂了
12:51
I got confused.
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(演讲者) Alexa 买些 全食
12:52
(SG) Alexa, buy whole foods.
286
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2790
12:56
(Alexa) I have purchased the outstanding
stock of Whole Foods Incorporated
stock of Whole Foods Incorporated
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3534
(Alexa) 我已经购入了
全食超市未售出的股票
全食超市未售出的股票
每股价格为42美元
12:59
at 42 dollars per share.
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767608
1789
我已从你的美国运通卡上
划掉了137亿美金
划掉了137亿美金
13:01
I have charged 13.7 billion
to your American Express card.
to your American Express card.
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（大笑）
13:05
(Laughter)
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演讲者：大伙儿笑点很高啊
13:07
SG: I thought that'd be funnier.
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13:09
(Laughter)
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（大笑）
我们把这些公司拟人化了
13:11
We've personified these companies,
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1683
当你对人生中发生的种种小事
人际关系中的种种波澜
人际关系中的种种波澜
13:12
and just as when you're really angry
over every little thing someone does
over every little thing someone does
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都气愤不已的时候
13:16
in your life and relationships,
295
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1495
你需要问你自己
13:17
you've got to ask yourself,
296
785722
1304
这到底是怎么回事儿
为什么我们对科技如此失望
为什么我们对科技如此失望
13:19
"What's going on here?
Why are we so disappointed in technology?"
Why are we so disappointed in technology?"
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我认为那是因为过去发展科技
13:22
I believe it's because the ratio
of one-percent pursuit
of one-percent pursuit
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99%是为人类造福
13:24
of shareholder value
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1167
只有1%是为了挣钱
13:26
and 99 percent the betterment of humanity
300
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2541
而这二者的比例
13:28
that technology used to play
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1385
如今却颠倒了
13:29
has been flipped,
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1155
如今我们全身心地关心股价
没人关注人道主义
没人关注人道主义
13:31
and now we're totally focused
on shareholder value instead of humanity.
on shareholder value instead of humanity.
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3367
10万人携手参与了曼哈顿项目
13:34
One hundred thousand people came together
for the Manhattan Project
for the Manhattan Project
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802562
3279
名副其实地拯救了世界
是科技拯救了世界
13:37
and literally saved the world.
305
805865
1461
我的妈妈是犹太人 战争爆发的
时候她才四岁 住在伦敦
时候她才四岁 住在伦敦
13:39
Technology saved the world.
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807350
1311
13:40
My mother was a four-year-old Jew
living in London at the outset of the war.
living in London at the outset of the war.
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3687
如果我们没有成功造出原子弹
13:44
If we had not won the footrace
towards splitting the atom,
towards splitting the atom,
308
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3105
她能活下来吗
13:47
would she have survived?
309
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1688
不太可能
13:49
It's unlikely.
310
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1163
25年之后
13:50
Twenty-five years later,
311
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1307
对于全人类可能是
最令人瞩目的成就
最令人瞩目的成就
13:52
the most impressive accomplishment,
arguably, ever in all of humankind:
arguably, ever in all of humankind:
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4433
把人类送上月球
13:56
put a man on the moon.
313
824642
1152
43万名加拿大人 英国人
和美国人联手
和美国人联手
13:57
Four hundred thirty thousand Canadians,
British and Americans came together,
British and Americans came together,
314
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3624
再一次用非常基础的科技
14:01
again, with very basic technology,
315
829466
1831
把人送上了月球
14:03
and put a man on the moon.
316
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1318
如今我们有70万人才
14:04
Now we have the 700,000
best and brightest,
best and brightest,
317
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3607
他们来自五湖四海 各个才华出众
14:08
and these are the best and brightest
from the four corners of the earth.
from the four corners of the earth.
318
836294
3445
和前人手中的弹弓和水枪比起来
14:11
They are literally playing with lasers
relative to slingshots,
relative to slingshots,
319
839763
4080
他们玩的可是激光大炮
14:15
relative to the squirt gun.
320
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1287
他们的工作目标相当于印度的GDP
14:17
They have the GDP of India to work at.
321
845178
2272
研究这些公司10年之后
14:19
And after studying
these companies for 10 years,
these companies for 10 years,
322
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2530
我终于看清了他们的真面目
14:22
I know what their mission is.
323
850028
1656
是将全世界信息组织整理起来吗
14:23
Is it to organize the world's information?
324
851708
2624
是让人和人加强交流吗
14:26
Is it to connect us?
325
854356
1505
是为建立人与人间更多的尊敬友爱吗
14:27
Is it to create greater comity of man?
326
855885
2924
并非如此
14:30
It isn't.
327
858833
1162
我知道为何我们汇聚在此
14:32
I know why we have brought together --
328
860019
1896
这些公司聚集了最伟大的
高智商创新人才
高智商创新人才
14:33
I know that the greatest collection
of IQ capital and creativity,
of IQ capital and creativity,
329
861939
4309
可唯一的目标却是
14:38
that their sole mission is:
330
866272
1854
多特么卖出一辆尼桑车
14:40
to sell another fucking Nissan.
331
868286
2130
14:42
My name is Scott Galloway, I teach at NYU,
and I appreciate your time.
and I appreciate your time.
332
870466
3747
我是Scott Galloway
在纽约大学任教 谢谢各位的时间
在纽约大学任教 谢谢各位的时间
（掌声）
14:46
(Applause)
333
874237
4343
Chris Anderson：
我没有准备
我没有准备
14:54
Chris Anderson: Not planned,
334
882654
1475
但你的演讲引起了
我的几个问题 Scott
我的几个问题 Scott
14:56
but you prompted
some questions in me, Scott.
some questions in me, Scott.
335
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2960
（大笑）
14:59
(Laughter)
336
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1071
这场激情澎湃的演说令人惊叹
15:00
That was a spectacular rant.
337
888232
2308
演讲者：像Letterman是吗
(午夜的幽默谈话节目主持人）
(午夜的幽默谈话节目主持人）
15:02
SG: Is this like Letterman?
338
890564
1365
你做的好 他就让你坐上沙发
15:03
When you do well,
he calls you onto the couch?
he calls you onto the couch?
339
891953
2916
CA：不是 不是
现在谈话的核心部分才开始
现在谈话的核心部分才开始
15:06
CA: No, no, you're going to the heart
of the conversation right now.
of the conversation right now.
340
894893
3667
每个人都知道 多年来
硅谷一直令人极其崇拜
硅谷一直令人极其崇拜
15:10
Everyone's aware that after years
of worshipping Silicon Valley,
of worshipping Silicon Valley,
341
898584
6134
现在突然风向转了
15:16
suddenly the worm has turned
342
904742
1854
而且转变很大
15:18
and in such a big way.
343
906620
1534
对于某些观众而言
感觉你可能言过其实
感觉你可能言过其实
15:20
To some people here, it will just feel
like you're piling on,
like you're piling on,
344
908178
3405
这些公司已经被骂得体无完肤
你却还要再指责他们
你却还要再指责他们
15:23
you're kicking the kids who've already
been kicked to pieces anyway.
been kicked to pieces anyway.
345
911607
3390
难道你对它们没有感到一丝同情吗
15:27
Don't you feel any empathy
for them at all?
for them at all?
346
915021
2365
SG：丝毫没有
15:29
SG: None whatsoever.
347
917410
1397
15:31
Look, this is the issue:
348
919259
1947
问题是这样：
这不是他们的错误
而是我们的错误
而是我们的错误
15:33
it's not their fault, it's our fault.
349
921682
1813
15:35
They're for-profit companies.
350
923519
2116
他们是逐利的公司
他们不关心我们的灵魂
15:37
They're not concerned
with the condition of our souls.
with the condition of our souls.
351
925659
2547
也不会帮我们养老
15:40
They're not going to take care of us
when we get older.
when we get older.
352
928230
2588
我们创建了新的社会风气
重视股价胜过一切
重视股价胜过一切
15:42
We have set up a society that values
shareholder value over everything,
shareholder value over everything,
353
930842
3742
15:46
and they're doing what
they're supposed to be doing.
they're supposed to be doing.
354
934608
2443
他们不过是做了该做的而已
但我们需要选拔一批监管者
15:49
But we need to elect people,
355
937075
1369
并狠下决心去强迫他们
15:50
and we need to force
ourselves to force them
ourselves to force them
356
938468
2084
对所有公司一视同仁
15:52
to be subject to the same scrutiny
357
940576
1671
严格监察 没得商量
15:54
that the rest of business
endures, full stop.
endures, full stop.
358
942271
2128
CA：你说的还有另一点
15:56
CA: There's another narrative
359
944423
1722
是否与事实相符也值得商榷
15:58
that is arguably equally
consistent with the facts,
consistent with the facts,
360
946169
3623
那就是大多数领导者的意图
实际上都是好的
实际上都是好的
16:01
which is that there actually is good
intent in much of the leadership --
intent in much of the leadership --
361
949816
6832
我不能一概而论说每个人如此
16:08
I won't say everyone, necessarily --
362
956672
1751
但很多的员工都是好的
16:10
many of the employees.
363
958447
1571
我们都认识在这些公司工作的人
16:12
We all know people who work
in those companies,
in those companies,
364
960042
3074
16:15
and they still are pretty convincing
that their mission is to --
that their mission is to --
365
963140
3766
他们仍然会让人相信
他们的使命是
他们的使命是
另一种说法可以是
16:18
so, the alternative narrative
is that there have been
is that there have been
366
966930
3238
无心的后果
16:22
unintended consequences here,
367
970192
2072
突然迸发的这些科技力量
16:24
that the technologies
that we're unleashing,
that we're unleashing,
368
972288
2094
比如 我们试图将互联网
拟人化的算法 例如
拟人化的算法 例如
16:26
the algorithms, that we're attempting
to personalize the internet, for example,
to personalize the internet, for example,
369
974406
4578
A 导致了我们没有预料到的奇怪后果
16:31
have A, resulted in weird effects
like filter bubbles
like filter bubbles
370
979008
6309
16:37
that we weren't expecting;
371
985341
1494
比如过滤气泡
(个人化资料过滤)
(个人化资料过滤)
和B 令他们很容易被奇怪的
事情入侵 例如
事情入侵 例如
16:38
and B, made themselves vulnerable
to weird things like --
to weird things like --
372
986859
3066
我也不确定 比如
俄罗斯黑客建立帐号
俄罗斯黑客建立帐号
16:41
oh, I don't know, Russian
hackers creating accounts
hackers creating accounts
373
989949
2696
做些我们意料之外的事情
16:44
and doing things that we didn't expect.
374
992669
1975
无心的结果会不会是一种可能性呢
16:46
Isn't the unintended consequence
a possibility here?
a possibility here?
375
994668
5032
SG：我不这么认为
16:51
SG: I don't think --
376
999724
1206
我挺确定从统计数据来看
16:52
I'm pretty sure, statistically,
377
1000954
1532
他们和任何人数
不少于10万的大公司
不少于10万的大公司
16:54
they're no less or better people
than any other organization
than any other organization
378
1002510
2866
情况都差不多
16:57
that has 100,000 or more people.
379
1005400
1537
我不认为他们是坏人
16:58
I don't think they're bad people.
380
1006961
1608
其实我得说
17:00
As a matter of fact, I would argue
381
1008593
1629
以人为本的好领导也不在少数
17:02
that there's a lot of very
civic-minded, decent leadership.
civic-minded, decent leadership.
382
1010246
2820
但问题是
17:05
But this is the issue:
383
1013090
1164
当你控制了搜索业务90%的市场份额
17:06
when you control 90 percent
points of share in a market, search,
points of share in a market, search,
384
1014278
4239
如今这比任何国家的
整个广告市场都大
整个广告市场都大
17:10
that is now bigger than the entire
advertising market of any nation,
advertising market of any nation,
385
1018541
3535
而你在财务方面获益主要是
17:14
and you're primarily compensated
and trying to develop economic security
and trying to develop economic security
386
1022100
3710
通过增大市场份额
你才能为雇员及其家庭
你才能为雇员及其家庭
17:17
for you and the families
of your employees,
of your employees,
387
1025834
2032
获得经济保障
17:19
to increase that market share,
388
1027890
1455
你不得不把所有
可用的权力发挥到极致
可用的权力发挥到极致
17:21
you can't help but leverage
all the power at your disposal.
all the power at your disposal.
389
1029369
3129
而这是需要监管的基础
17:24
And that is the basis for regulation,
390
1032522
1917
也印证了一条贯穿历史
不言自明的真理
不言自明的真理
17:26
and it's the basis for the truism
throughout history
throughout history
391
1034463
2456
权利导致腐败
17:28
that power corrupts.
392
1036943
1343
他们不是坏人
17:30
They're not bad people;
393
1038310
1203
只是我们让他们变成了
脱缰之马 完全不受控制
脱缰之马 完全不受控制
17:31
we've just let them get out of control.
394
1039537
2232
CA： 所以实情可能被说得有
一点儿言过其实了对吗
一点儿言过其实了对吗
17:34
CA: So maybe the case
is slightly overstated?
is slightly overstated?
395
1042310
4034
我认为至少有一点
17:38
I know at least a bit --
396
1046368
2320
例如 拉里·佩奇 杰弗里·贝索斯
17:40
Larry Page, for example, Jeff Bezos --
397
1048712
1974
我其实并不认为他们
一起床就想着
一起床就想着
17:42
I don't actually believe
they wake up thinking,
they wake up thinking,
398
1050710
2669
我特么要卖掉一辆尼桑车
17:45
"I've got to sell a fucking Nissan."
399
1053403
1828
我不认为他们这样想
17:47
I don't think they think that.
400
1055255
1509
我想他们在试着做些很酷的事情
17:48
I think they are trying to build
something cool, and are probably,
something cool, and are probably,
401
1056788
5556
有时他们可能也会反思
17:54
in moments of reflection,
402
1062368
1320
也许像我们一样
被实际发生的事吓到了
被实际发生的事吓到了
17:55
as horrified that some of the things
that have happened as we might be.
that have happened as we might be.
403
1063712
3871
17:59
So is there a different way
of framing this,
of framing this,
404
1067920
3735
所以是否有另一种方法
来解释这件事
来解释这件事
比如说你是做广告业务的
18:04
to say that when your model
is advertising,
is advertising,
405
1072294
5197
是否有需要你更直接承担的危险
18:09
that there are dangers there
that you have to take on more explicitly?
that you have to take on more explicitly?
406
1077515
4507
18:14
SG: I think it's very difficult
to set an organization up as we do,
to set an organization up as we do,
407
1082637
4637
SG：我认为我们
这样做很难建立一个
这样做很难建立一个
追逐股价胜于其他一切的企业
18:19
to pursue shareholder value
above all else.
above all else.
408
1087298
2179
他们毕竟是营利企业
18:21
They're not non-profits.
409
1089501
1297
人们来这儿工作
就是想为自己和家人
就是想为自己和家人
18:22
The reason people go to work there
is they want to create economic security
is they want to create economic security
410
1090822
3563
挣得一份稳定的收入
18:26
for them and their families,
411
1094409
1374
这是大前提 也是最重要的原因
18:27
mostly first and foremost.
412
1095807
1300
当你终于掌控了巨大的经济权力时
18:29
And when you get to a point where
you control so much economic power,
you control so much economic power,
413
1097131
3293
你将所有的武器用到极致
18:32
you use all the weapons at your disposal.
414
1100448
2396
我不认为他们是坏人
18:34
I don't think they're bad people,
415
1102868
1586
但我认为我们不仅是消费者
也是选民 自当和政府一道
也是选民 自当和政府一道
18:36
but I think the role of government
and the role of us as consumers
and the role of us as consumers
416
1104478
3141
扮演好监管者的角色
18:39
and people who elect our officials
417
1107643
1675
确保这些公司能受到监管
18:41
is to ensure that there
are some checks here.
are some checks here.
418
1109342
2148
我们给了他们免检王牌
18:43
And we have given
them the mother of all hall passes
them the mother of all hall passes
419
1111514
2516
因为我们觉得他们太有吸引力了
18:46
because we find them just so fascinating.
420
1114054
2052
CA：Scott 非常精彩的阐述
18:48
CA: Scott, eloquently put,
spectacularly put.
spectacularly put.
421
1116130
3158
马克·扎克伯格 杰弗里·贝索斯
拉里·佩奇 蒂姆·库克
拉里·佩奇 蒂姆·库克
18:51
Mark Zuckerberg, Jeff Bezos,
Larry Page, Tim Cook, if you're watching,
Larry Page, Tim Cook, if you're watching,
422
1119312
5394
如果你们看到了这个演讲
欢迎来做一场反方辩论
欢迎来做一场反方辩论
18:56
you're welcome to come and make
the counterargument as well.
the counterargument as well.
423
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Scott 非常感谢
18:59
Scott, thank you so much.
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SG：非常感谢
19:00
SG: Thanks very much.
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（掌声）
19:02
(Applause)
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ABOUT THE SPEAKER
Scott Galloway - Professor of marketingScott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business.
Why you should listen
Scott Galloway is the founder of L2 Inc, a professor of marketing at the NYU Stern School of Business and author of The Four: The Hidden DNA of Apple, Amazon, Facebook, and Google. He was named "one of the world's 50 best business school professors” by Poets & Quants in 2012. He is also the founder of Red Envelope and Prophet Brand Strategy. He was elected to the World Economic Forum's Global Leaders of Tomorrow and has served on the boards of directors of Urban Outfitters, Eddie Bauer, The New York Times Company and UC Berkeley's Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Scott Galloway | Speaker | TED.com