ABOUT THE SPEAKER
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.

Why you should listen

From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.

An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.

More profile about the speaker
Rory Sutherland | Speaker | TED.com
TEDSalon London 2010

Rory Sutherland: Sweat the small stuff

罗里•桑泽兰:在细节上下功夫

Filmed:
1,236,257 views

人们通常认为复杂的问题需要用复杂的方法来解决,然而广告大师罗里•桑泽兰德(Rory Sutherland)认为,众多浮华且成本高昂的方案恰好掩盖了那些更简单有效的方法。在这里,罗里通过行为经济学的理论以及令人捧腹的案例,阐述了他的观点。
- Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio

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

00:15
Those of you who may可能 remember记得 me from TEDGlobalTEDGlobal
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对我在TEDGlobal(TED全球会议)有印象的观众们
00:17
remember记得 me asking a few少数 questions问题
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大概会记得我曾经提出过一些问题
00:19
which哪一个 still preoccupy全神贯注 me.
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直到现在仍然困扰着我。
00:21
One of them was: Why is it necessary必要 to spend
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有一个问题是这样的:为何政府要花费
00:23
six billion十亿 pounds英镑
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60亿英镑
00:25
speeding超速 up the Eurostar欧洲之星 train培养
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来提速欧洲之星列车
00:27
when, for about 10 percent百分 of that money,
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而仅仅花费十分之一的预算
00:29
you could have top最佳 supermodels超级名模, male and female,
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就可以请到顶级名模们
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serving服务 free自由 Chateau酒庄 Petrus佩特鲁斯 to all the passengers乘客
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为乘客们免费提供波得路堡红葡萄酒
00:34
for the entire整个 duration持续时间 of the journey旅程?
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让旅客们享受整个旅程
00:36
You'd still have five billion十亿 left in change更改,
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这样政府能省下50亿
00:38
and people would ask for the trains火车 to be slowed放缓 down.
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乘客们还会要求火车减速
00:41
Now, you may可能 remember记得 me asking the question as well,
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你大概也记得我的另一个问题
00:43
a very interesting有趣 observation意见,
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一个很有趣的观察
00:45
that actually其实 those strange奇怪 little signs迹象
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那些公路上奇怪的小标示牌
00:47
that actually其实 flash "35" at you,
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持续闪烁着“35“
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occasionally偶尔 accompanying随同 a little smiley笑脸 face面对
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偶尔伴随着一个笑脸
00:51
or a frown皱眉,
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或者愁脸
00:53
according根据 to whether是否 you're within or outside the speed速度 limit限制 --
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取决于你是否超速
00:56
those are actually其实 more effective有效
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它们其实比测速机
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at preventing防止 road accidents事故 than speed速度 cameras相机,
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更有效地预防了车祸的发生
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which哪一个 come with the actual实际 threat威胁
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尽管后者以实施惩罚
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of real真实 punishment惩罚.
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来警戒驾驶人
01:05
So there seems似乎 to be a strange奇怪 disproportionality比例失调 at work,
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因此这里有一种奇怪的失衡
01:08
I think, in many许多 areas of human人的 problem问题 solving,
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在我们解决各种问题的时候
01:11
particularly尤其 those which哪一个 involve涉及 human人的 psychology心理学,
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特别涉及到人类心理方面时
01:14
which哪一个 is: The tendency趋势
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那即是各种组织和机构
01:16
of the organization组织 or the institution机构
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往往倾向于
01:18
is to deploy部署 as much force as possible可能,
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尽可能布置多的财力物力
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as much compulsion义务 as possible可能,
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施加压力
01:23
whereas actually其实, the tendency趋势 of the person
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然而,最终人们的选择倾向
01:25
is to be almost几乎 influenced影响
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所受的影响
01:28
in absolute绝对 reverse相反 proportion比例
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往往与其投入
01:30
to the amount of force being存在 applied应用的.
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成反比
01:33
So there seems似乎 to be a complete完成 disconnect断开 here.
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这里就出现了一个完全的脱节
01:35
So what I'm asking for is the creation创建 of a new job工作 title标题 --
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我认为应该出现一种新型的职业
01:37
I'll come to this a little later后来 --
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我稍后会谈到
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and perhaps也许 the addition加成 of a new word
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并且很有可能引出一个新的
01:41
into the English英语 language语言.
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英文名词
01:43
Because it does seem似乎 to me that large organizations组织
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在我看来,众多大型组织
01:46
including包含 government政府, which哪一个 is, of course课程, the largest最大 organization组织 of all,
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包括政府,这一最大的组织在内
01:49
have actually其实 become成为
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都变得
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completely全然 disconnected断开的
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与群众的实际需要
01:53
with what actually其实 matters事项 to people.
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完全脱节了
01:55
Let me give you one example of this.
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就此举一个例吧
01:57
You may可能 remember记得 this as the AOL-Time美国在线 - 时代 Warner华纳 merger合并, okay,
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还记得美国在线与时代华纳的合并吧
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heralded预示 at the time as the largest最大
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它当时被称为有史以来最大的
02:03
single deal合同 of all time.
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单笔交易
02:05
It may可能 still be, for all I know.
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据我所知,很有可能现在仍是
02:07
Now, all of you in this room房间, in one form形成 or other,
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我想在座的各位,以这样或那样的途径,
02:09
are probably大概 customers顾客 of one or both
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都有可能是
02:11
of those organizations组织 that merged合并的.
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两家合并公司(之一)的客户
02:13
Just interested有兴趣, did anybody任何人 notice注意 anything different不同
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那么,是否有人注意到
02:16
as a result结果 of this at all?
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合并带来的任何变化?
02:18
So unless除非 you happened发生 to be a shareholder股东
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所以除非你恰好是
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of one or the other organizations组织
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两公司中某一个的持股者
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or one of the dealmakers交易撮合者 or lawyers律师 involved参与 in the no-doubt毫无疑问 lucrative有利可图 activity活动,
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或者是参与到这次“高利润活动”中的交易者或律师
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you're actually其实 engaging in a huge巨大 piece of activity活动
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否则实际上你根本没有体验到任何变化
02:28
that meant意味着 absolutely绝对 bugger-all开溜,所有 to anybody任何人, okay?
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其实这对所有人都毫无意义
02:32
By contrast对比, years年份 of marketing营销 have taught me
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与之相反的是,多年来的市场策划让我意识到
02:34
that if you actually其实 want people to remember记得 you
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如果你要让别人记住
02:37
and to appreciate欣赏 what you do,
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并感激你的所作所为
02:39
the most potent有力的 things are actually其实 very, very small.
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最有用的其实是那些非常非常小的事
02:42
This is from Virgin处女 Atlantic大西洋 upper-class上层阶级,
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这是在维珍大西洋航班的头等舱里
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it's the cruet调味瓶 salt and pepper胡椒 set.
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这是盐和胡椒调味瓶
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Quite相当 nice不错 in itself本身, they're little, sort分类 of, airplane飞机 things.
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他们看起来十分可爱,又无足轻重,类似于飞机上的免费用品
02:49
What's really, really sweet is every一切 single person looking at these things
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有趣的是每个人看到它们
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has exactly究竟 the same相同 mischievous恶作剧 thought,
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心里都会偷偷地想
02:54
which哪一个 is, "I reckon估计 I can heist抢劫 these."
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说不定我可以把它们带走
02:57
However然而, you pick them up and underneath,
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然而,当你拿起它们时
02:59
actually其实 engraved in the metal金属, are the words,
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会发现底座刻着这样的话
03:01
"Stolen被盗 from Virgin处女 Atlantic大西洋 Airways航空公司 upper-class上层阶级."
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盗于维珍大西洋航班头等舱
03:04
(Laughter笑声)
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笑声
03:06
Now, years年份 after
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多年以后
03:08
you remember记得 the strategic战略 question
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当你早已忘记
03:10
of whether是否 you're flying飞行 in a 777 or an Airbus空中客车公司,
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当年坐的是波音777还是空中客机时
03:13
you remember记得 those words and that experience经验.
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你会记得那段有趣的话和那次经历
03:17
Similarly同样, this is from a hotel旅馆 in Stockholm斯德哥尔摩, the Lydmar莱德马尔.
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同样的,这是在斯德克尔摩一个名为Lydmar的宾馆电梯里
03:19
Has anybody任何人 stayed there?
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有人住过那里吗
03:21
It's the lift电梯, it's a series系列 of buttons纽扣 in the lift电梯.
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电梯里有一串按钮
03:24
Nothing unusual异常 about that at all,
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看似平常
03:27
except that these are actually其实 not the buttons纽扣 that take you to an individual个人 floor地板.
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然而它们代表的并不是各个楼层
03:30
It starts启动 with garage车库 at the bottom底部, I suppose假设, appropriately适当,
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最下面的按钮是garage,没什么奇怪的
03:33
but it doesn't go up garage车库, grand盛大 floor地板, mezzanine夹层, one, two, three, four.
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然而再往上却不是底层,中层楼,一,二,三,四
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It actually其实 says garage车库, funk恐惧, rhythm韵律 and blues蓝调.
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这些按钮上其实写着车库,朋克,蓝调
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You have a series系列 of buttons纽扣. You actually其实 choose选择 your lift电梯 music音乐.
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它们是供你选择电梯的音乐风格
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My guess猜测 is that the cost成本 of installing安装 this in the lift电梯
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我猜想在Lydmar酒店的电梯里
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in the Lydmar莱德马尔 Hotel旅馆 in Stockholm斯德哥尔摩
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安装一个这样的系统
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is probably大概 500 to 1,000 pounds英镑 max最大.
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花费至多在500到1000镑
03:52
It's frankly坦率地说 more memorable难忘
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但说实话
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than all those millions百万 of hotels酒店 we've我们已经 all stayed at
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这比绝大多数我们曾住过的酒店更让人印象深刻
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that tell you that your room房间 has actually其实 been recently最近 renovated装修
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尽管在那些酒店你常常被告知所住的房间才被装修过
04:00
at a cost成本 of 500,000 dollars美元,
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耗资50万美元
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in order订购 to make it resemble类似 every一切 other hotel旅馆 room房间 you've ever stayed in
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但那不过使它显得
04:05
in the entire整个 course课程 of your life.
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和你住过的其他酒店客房一个样
04:09
Now, these are trivial不重要的 marketing营销 examples例子, I accept接受.
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是的,这些都是微小的市场策划的案例。
04:12
But I was at a TEDTED event事件 recently最近 and Esther以斯帖 Duflo迪弗洛,
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在我最近参与的一次TED活动中, 杜芙洛(法国经济学家)
04:15
probably大概 one of the leading领导 experts专家 in,
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很可能是消除发展中国家贫困现状这一领域的
04:17
effectively有效, the eradication根除 of poverty贫穷 in the developing发展 world世界,
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领头专家之一
04:19
actually其实 spoke.
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也谈到了这样的案例
04:21
And she came来了 across横过 a similar类似 example
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她提出了一个类似的方案
04:23
of something that fascinated入迷 me
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我对此很感兴趣
04:25
as being存在 something which哪一个, in a business商业 context上下文 or a government政府 context上下文,
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然而在商界和政界看来
04:28
would simply只是 be so trivial不重要的 a solution
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这个方案是如此的微不足道
04:30
as to seem似乎 embarrassing尴尬.
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以至提出它显得让人尴尬
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It was simply只是 to encourage鼓励 the inoculation接种 of children孩子
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这个方案就是提倡孩子的疫苗接种
04:35
by, not only making制造 it a social社会 event事件 --
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首先让它一种社会性活动
04:37
I think good use of behavioral行为的 economics经济学 in that,
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我认为这是对行为经济学很好的应用
04:39
if you turn up with several一些 other mothers母亲
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如果你与另外几个母亲一起
04:41
to have your child儿童 inoculated接种,
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带着孩子去接种
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your sense of confidence置信度 is much greater更大 than if you turn up alone单独.
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你将比独自去更有信心
04:46
But secondly其次, to incentivize激励 that inoculation接种
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更重要的是,为了鼓励接种
04:48
by giving a kilo公斤 of lentils扁豆 to everybody每个人 who participated参加.
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政府应给每个参与接种的人一公斤扁豆
04:53
It's a tiny, tiny thing.
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这是一件很小很小的事
04:55
If you're a senior前辈 person at UNESCO联合国教科文组织
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如果你是联合国科教文组织的一个高级官员
04:58
and someone有人 says, "So what are you doing
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当某人问起:“那你要怎么
05:00
to eradicate根除 world世界 poverty贫穷?"
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消除当今世界的贫困问题呢?“
05:02
you're not really confident信心 standing常设 up there
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你不可能自信满满地回答
05:04
saying, "I've got it cracked破解; it's the lentils扁豆," are you?
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”我搞定了,就用扁豆。“ 不是么?
05:08
Our own拥有 sense of self-aggrandizement自我扩张
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自夸的心理让我们总觉得
05:10
feels感觉 that big important重要 problems问题
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重要的问题
05:12
need to have big important重要, and most of all, expensive昂贵
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要用看起来重大且十分昂贵的方式
05:15
solutions解决方案 attached to them.
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来解决
05:18
And yet然而, what behavioral行为的 economics经济学 shows节目 time after time after time
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其实不然,行为经济学一再而再地表明
05:21
is in human人的 behavioral行为的 and behavioral行为的 change更改
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在人类干预和行为改变之间
05:23
there's a very, very strong强大 disproportionality比例失调 at work,
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其实存在着严重的比例失调
05:26
that actually其实 what changes变化 our behavior行为
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那些能够真正改变我们行为
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and what changes变化 our attitude态度 to things
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和态度的事
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is not actually其实 proportionate均衡 to the degree
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其实不需要花费
05:33
of expense费用 entailedentailed,
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其看似所需的财力
05:35
or the degree of force that's applied应用的.
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或物力
05:38
But everything about institutions机构
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但机构的本身
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makes品牌 them uncomfortable不舒服
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决定了它无法习惯
05:42
with that disproportionality比例失调.
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这种不成比例
05:44
So what happens发生 in an institution机构
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于是便造成机构中
05:46
is the very person who has the power功率 to solve解决 the problem问题
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负责解决问题的人
05:49
also has a very, very large budget预算.
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往往拥有巨额的预算
05:51
And once一旦 you have a very, very large budget预算,
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而一旦有了巨额预算
05:53
you actually其实 look for expensive昂贵 things to spend it on.
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人们便不由自主地寻找费钱的方式去解决问题
05:57
What is completely全然 lacking不足 is a class of people
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当今我们缺乏的正是那些有
05:59
who have immense巨大 amounts of power功率, but no money at all.
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着巨大权利却分文没有的人
06:02
(Laughter笑声)
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笑声
06:04
It's those people I'd quite相当 like to create创建
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我希望在这日新月异的世界中
06:06
in the world世界 going forward前锋.
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能出现这样的人才
06:08
Now, here's这里的 another另一个 thing that happens发生,
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还有一个现象
06:10
which哪一个 is what I call sometimes有时 "Terminal终奌站 5 syndrome综合征,"
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我有时把它称之为“第五航站楼综合症”
06:12
which哪一个 is that big, expensive昂贵 things
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它是指:要完成耗资巨大的重要事件
06:14
get big, highly-intelligent高度智能化的 attention注意,
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需要人们集中才智和精力
06:17
and they're great, and Terminal终奌站 5 is absolutely绝对 magnificent华丽的,
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人们会取得很不错的成果,比如5号航站楼是绝对的宏伟摩登
06:20
until直到 you get down to the small detail详情, the usability可用性,
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然而直到你注意到一些小细节的实用性,就会发现
06:22
which哪一个 is the signage标牌,
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比如它的指示牌
06:24
which哪一个 is catastrophic灾难性的.
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其实是相当糟糕的
06:26
You come out of "Arrive到达" at the airport飞机场, and you follow跟随
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走出机场的“抵达”口后
06:28
a big yellow黄色 sign标志 that says "Trains火车" and it's in front面前 of you.
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你看到面前一个黄色的指示牌上写着“火车”
06:31
So you walk步行 for another另一个 hundred yards,
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于是你跟随指示走上几百码
06:33
expecting期待 perhaps也许 another另一个 sign标志,
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搜寻着新的指示牌
06:35
that might威力 courteously礼貌 be yellow黄色, in front面前 of you and saying "Trains火车."
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期待着黄色的“火车”标志
06:38
No, no, no, the next下一个 one is actually其实 blue蓝色, to your left,
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然而下一个却是蓝色的,在你的左方
06:40
and says "Heathrow希思罗机场 Express表现."
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上面写着“希斯罗高速”
06:42
I mean, it could almost几乎 be rather like that scene现场 from the film电影 "Airplane飞机."
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这简直太像电影“飞机”里的搞笑场景了
06:45
A yellow黄色 sign标志? That's exactly究竟 what they'll他们会 be expecting期待.
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黄色的指示牌?那正是他们所期待的。
06:48
Actually其实, what happens发生 in the world世界 increasingly日益 --
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实际上,当今世界越来越多地出现这种情况
06:50
now, all credit信用 to the British英国的 Airport飞机场 Authority权威.
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全归功于英国机场当局(对细节的忽略)
06:52
I spoke about this before,
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我曾经也谈到过这个问题
06:54
and a brilliant辉煌 person got in touch触摸 with me and said, "Okay, what can you do?"
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当时一个睿智的人后来问我"好吧,那你说应该怎么办?“
06:57
So I did come up with five suggestions建议, which哪一个 they are actually其实 actioningactioning.
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我给了他五个建议,而我的建议竟然被采纳了。
07:00
One of them also being存在,
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但是其中的一个建议
07:02
although虽然 logically逻辑 it's quite相当 a good idea理念
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尽管逻辑上讲是不错的
07:04
to have a lift电梯 with no up and down button按键 in it,
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即是电梯里不安上下键
07:06
if it only serves供应 two floors地板,
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但如果电梯只在两层楼间运作的话
07:08
it's actually其实 bloody血腥 terrifying可怕的, okay?
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那样其实是很恐怖的一件事
07:11
Because when the door closes关闭
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因为当门关上后
07:13
and there's nothing for you to do,
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你什么都不用做了
07:15
you've actually其实 just stepped加强 into a Hammer锤子 film电影.
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仿佛此刻你一脚踏进了恐怖电影的场景里
07:17
(Laughter笑声)
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笑声
07:19
So these questions问题 ... what is happening事件 in the world世界
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这种种的问题都说明了,当今世界
07:21
is the big stuff东东, actually其实,
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重大的问题
07:23
is doneDONE magnificently辉煌 well.
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被解决得很好
07:25
But the small stuff东东, what you might威力 call the user用户 interface接口,
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而细节问题,类似于用户连接口的问题
07:28
is doneDONE spectacularly壮观 badly.
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却解决得十分糟糕
07:30
But also, there seems似乎 to be a complete完成 sort分类 of gridlock僵局
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同时,在解决这些细节问题时
07:33
in terms条款 of solving these small solutions解决方案.
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人们往往陷入一种僵局
07:36
Because the people who can actually其实 solve解决 them
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因为那些真正能够解决问题的人
07:38
actually其实 are too powerful强大 and too preoccupied斤斤计较
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往往权高位重,整天忙于
07:40
with something they think of as "strategy战略" to actually其实 solve解决 them.
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思考“战略性”的问题而不是实际地去解决
07:43
I tried试着 this exercise行使 recently最近, talking about banking银行业.
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说到银行业,我最近遇到了这样一件事
07:45
They said, "Can we do an advertising广告 campaign运动?
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一些银行业人士向我咨询“我们能够以广告来竞争吗?
07:47
What can we do and encourage鼓励 more online线上 banking银行业?"
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我们怎样能推广银行在线业务呢
07:50
I said, "It's really, really easy简单."
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我说,“这其实相当简单。“
07:52
I said, "When people login登录 to their online线上 bank银行
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比如,“当人们登陆到他们的网上银行里
07:54
there are lots and lots of things they'd他们会 probably大概 quite相当 like to look at.
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是为了查看各种信息
07:57
The last thing in the world世界 you ever want to see is your balance平衡."
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而最不愿意看到的就是自己的结余。
08:01
I've got friends朋友 who actually其实
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我有一些朋友
08:03
never use their own拥有 bank银行 cash现金 machines
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从来没有用过自己银行的现金取款机
08:05
because there's the risk风险 that it might威力 display显示
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仅仅因为怕在屏幕上
08:07
their balance平衡 on the screen屏幕.
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看到自己的结余。
08:09
Why would you willingly甘心 expose暴露 yourself你自己 to bad news新闻?
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谁愿意让自己得知坏消息呢?
08:12
Okay, you simply只是 wouldn't不会.
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我才不呢
08:14
I said, "If you make, actually其实, 'Tell'告诉 me my balance平衡.'
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我告诉他们,“如果你们把“显示我的结余”改为可选
08:16
If you make that an option选项 rather than the default默认,
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而不是让它自动显示
08:19
you'll你会 find twice两次 as many许多 people log日志 on to online线上 banking银行业,
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那么你登陆网上银行的客户将会翻一番
08:22
and they do it three times as often经常."
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并且登陆频率增加两倍
08:24
Let's face面对 it, most of us -- how many许多 of you
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说实话,我们在座有多少人
08:26
actually其实 check your balance平衡 before you remove去掉 cash现金 from a cash现金 machine?
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会在取现后查看自己的收支状况?
08:30
And you're pretty漂亮 rich丰富 by the standards标准 of the world世界 at large.
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还不用说按世界平均水平来看你们大多属于有钱人
08:33
Now, interesting有趣 that no single person does that,
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看吧,一个也没有
08:35
or at least最小 can admit承认 to being存在 so anal肛门 as to do it.
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或者说即使有也不愿承认自己会那样做
08:39
But what's interesting有趣 about that suggestion建议
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关于这些提议,有趣的是
08:41
was that, to implement实行 that suggestion建议 wouldn't不会 cost成本 10 million百万 pounds英镑;
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要实行它花不了一千英镑
08:44
it wouldn't不会 involve涉及 large amounts of expenditure支出;
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实际花得挺少
08:46
it would actually其实 cost成本 about 50 quid.
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不过50磅左右
08:48
And yet然而, it never happens发生.
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然而它至今没有被实行
08:50
Because there's a fundamental基本的 disconnect断开, as I said,
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这就回到了我所说的严重脱节问题上
08:53
that actually其实, the people with the power功率
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即有权的人
08:55
want to do big expensive昂贵 things.
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想做费钱的事
08:57
And there's to some extent程度 a big strategy战略 myth神话
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现在有一种策略误解现象
08:59
that's prevalent流行 in business商业 now.
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在商界很普遍
09:01
And if you think about it, it's very, very important重要
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如果多加思考便会发现,其实是非常有必要
09:03
that the strategy战略 myth神话 is maintained保持.
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维持这种现状的
09:05
Because, if the board of directors董事 convince说服 everybody每个人
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因为董事会得说服公司成员
09:08
that the success成功 of any organization组织
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任何集体的成功
09:10
is almost几乎 entirely完全 dependent依赖的 on the decisions决定 made制作 by the board of directors董事,
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都几乎完全归功于董事会所作的决策
09:13
it makes品牌 the disparity差距 in salaries工资
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这才能使薪水上巨大的差异
09:16
slightly more justifiable合理的
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显得更加合理
09:18
than if you actually其实 acknowledge确认 that quite相当 a lot of the credit信用 for a company's公司 success成功
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而不是去承认公司的成功
09:21
might威力 actually其实 lie谎言 somewhere某处 else其他,
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其实在于许多别的方面
09:23
in small pieces of tactical战术 activity活动.
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比如那些微不足道的战略性活动
09:26
But what is happening事件 is that effectively有效 --
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然而,现在的实际情况是——
09:28
and the invention发明 of the spreadsheet电子表格 hasn't有没有 helped帮助 this;
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电子表格并没有促成这一状况
09:30
lots of things haven't没有 helped帮助 this --
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很多事情也与此无关——
09:32
business商业 and government政府 suffers患有 from a kind of physics物理 envy羡慕.
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在商界和政界都有一种妒忌心理
09:35
It wants the world世界 to be the kind of place地点 where
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它们希望这在个世界里
09:38
the input输入 and the change更改 are proportionate均衡.
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投入与产出是成正比的
09:41
It's a kind of mechanistic机械 world世界
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我们都喜欢生活在一个
09:43
that we'd星期三 all love to live生活 in
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符合机械理论的世界里
09:45
where, effectively有效, it sits坐镇 very nicely很好 on spreadsheets电子表格,
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所有的事物都可以通过数据
09:48
everything is numerically数字 expressible表达,
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清晰地在电子表格上表示出来
09:50
and the amount you spend on something is proportionate均衡
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而你在事物上所花的时间
09:53
to the scale规模 of your success成功.
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将与你的收效成正比
09:55
That's the world世界 people actually其实 want.
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这样的世界大家都渴望
09:57
In truth真相, we do live生活 in a world世界 that science科学 can understand理解.
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而我们也的确生活在一个以科学为基调的世界
09:59
Unfortunately不幸, the science科学 is probably大概 closer接近 to being存在 climatology气候
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不幸的是,这里科学可能更接近于气象学
10:02
in that in many许多 cases,
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在很多情况下
10:04
very, very small changes变化
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微小的改变
10:06
can have disproportionately不成比例 huge巨大 effects效果,
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也可能带来天翻地覆的变化
10:08
and equally一样, vast广大 areas of activity活动, enormous巨大 mergers兼并,
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而恰恰相反,大范围的运作,巨大的公司合并
10:11
can actually其实 accomplish完成 absolutely绝对 bugger-all开溜,所有.
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到头来却没有带来任何改变
10:15
But it's very, very uncomfortable不舒服 for us
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但要我们承认这一点
10:17
to actually其实 acknowledge确认 that we're living活的 in such这样 a world世界.
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是十分困难的
10:20
But what I'm saying is we could just make things
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我想说的是,许多事情
10:22
a little bit better for ourselves我们自己
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将会变得更加容易
10:24
if we looked看着 at it in this very simple简单 four-way四向 approach途径.
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如果我们把问题分成这样四大类
10:28
That is actually其实 strategy战略, and I'm not denying否认 that strategy战略 has a role角色.
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这才是一种策略,当然不否认每种策略都有它的适用性
10:31
You know, there are cases where you spend quite相当 a lot of money
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要知道,毕竟也有的事情是需要花费大量财力
10:33
and you accomplish完成 quite相当 a lot.
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才能取得大的成果
10:35
And I'd be wrong错误 to disDIS that completely全然.
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我不否认这一点
10:38
Moving移动 over, we come, of course课程, to consultancy顾问.
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接下来我们就来说一下咨询方面
10:40
(Laughter笑声)
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笑声
10:44
I thought it was very indecent非礼 of Accenture埃森哲
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在我看来,埃森哲(一家咨询公司,主要提供管理咨询,技术咨询和外包服务)
10:46
to ditch Tiger Woods树木 in such这样
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这样草率地抛弃泰格伍兹
10:48
a sort分类 of hurried慌忙 and hasty way.
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是一件很不光彩的事
10:50
I mean, Tiger surely一定 was actually其实 obeying服从 the Accenture埃森哲 model模型.
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因为泰格实际上是遵循了埃森哲服务模式的
10:53
He developed发达 an interesting有趣 outsourcing外包 model模型 for sexual有性 services服务,
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他为性服务建立起一个有趣的外包模式
10:56
(Laughter笑声)
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笑声
10:58
no longer tied to a single monopoly垄断 provider提供商,
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不再被单一的供货商垄断(婚外性行为)
11:01
in many许多 cases, sourcing采购 things locally本地,
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在很多情况下本地采购(性伴侣)
11:04
and of course课程, the ability能力 to have between之间 one and three girls女孩 delivered交付 at any time
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同时,在任何时候都能保证一到三个女孩供应
11:07
led for better load-balancing负载均衡.
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使得负载更加平衡
11:10
So what Accenture埃森哲 suddenly突然 found发现 so unattractive没有吸引力 about that, I'm not sure.
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所以我实在搞不懂为什么埃森哲突然不喜欢泰格了
11:13
Then there are other things that don't cost成本 much and achieve实现 absolutely绝对 nothing.
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还有一类事情尽管不需要花费太多,却无法取得任何成效
11:16
That's called trivia琐事.
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人们称之为琐碎
11:18
But there's a fourth第四 thing.
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但最后这一类事情,即第四类
11:20
And the fundamental基本的 problem问题 is we don't actually其实 have a word for this stuff东东.
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我们难以用言语来描述
11:23
We don't know what to call it.
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我们不知如何指代它
11:25
And actually其实 we don't spend nearly几乎 enough足够 money
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而且我们很少花费资金
11:28
looking for those things,
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来寻找这类事
11:30
looking for those tiny things that may可能 or may可能 not work,
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它们尽管微不足道,但却有可能带来大的改变
11:33
but which哪一个, if they do work,
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如果确实起了作用
11:35
can have a success成功 absolutely绝对 out of proportion比例
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那么它们将取得的成功绝对会远远超出
11:37
to their expense费用, their efforts努力
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当初所投入的人力物力
11:39
and the disruption瓦解 they cause原因.
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和造成的干扰
11:41
So the first thing I'd like
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因此,首先我希望
11:43
is a competition竞争 -- to anybody任何人 watching观看 this as a film电影 --
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每一个看过这次演讲的人都来参与这样一个竞赛
11:45
is to come up with a name名称 for that stuff东东 on the bottom底部 right.
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即为右下角的这第四种事物命
11:48
And the second第二 thing, I think,
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其次,我认为
11:50
is that the world世界 needs需求 to have people in charge收费 of that.
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这个世界需要有人来掌握这种事物
11:52
That's why I call for the "Chief首席 Detail详情 Officer."
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这就是为什么我呼吁“细节总官员”的设立
11:54
Every一切 corporation公司 should have one,
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每个公司都应该有一个这样的职位
11:56
and every一切 government政府 should have a Ministry of Detail详情.
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而每个政府都应该有一个细节部门
11:59
The people who actually其实 have no money,
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担任此职的人不应当有钱
12:01
who have no extravagant budget预算,
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或者豪华预算
12:03
but who realize实现 that actually其实
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并且要能意识这样一点
12:05
you might威力 achieve实现 greater更大 success成功 in uptake摄取
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付双倍的代价有可能
12:07
of a government政府 program程序
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在政府工作中
12:09
by actually其实 doubling加倍 the level水平 of benefits好处 you pay工资,
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取得更大的政绩
12:11
but you'll你会 probably大概 achieve实现 exactly究竟 that same相同 effect影响
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但你也往往也能取得同样的效果
12:14
simply只是 by redesigning重新设计 the form形成
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仅仅通过重新设计表格
12:16
and writing写作 it in comprehensible理解 English英语.
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并以更易懂的英文表述
12:18
And if actually其实 we created创建 a Ministry of Detail详情
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如果我们的政界能设立一个细节部门
12:21
and business商业 actually其实 had Chief首席 Detail详情 Officers长官,
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而商界有一个总细节长官
12:23
then that fourth第四 quadrant象限,
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那么这第四类
12:25
which哪一个 is so woefully可悲 neglected被忽视的 at the moment时刻,
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常可悲地被人遗忘的事物
12:27
might威力 finally最后 get the attention注意 it deserves值得.
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可能最终将得到其应有的关注
12:29
Thank you very much.
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非常感谢大家
Translated by Lan Xu
Reviewed by HUI YU

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ABOUT THE SPEAKER
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.

Why you should listen

From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.

An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.

More profile about the speaker
Rory Sutherland | Speaker | TED.com