TED2015
Tony Fadell: The first secret of design is ... noticing
托尼·法戴爾: 設計的首要秘技是……察覺能力
Filmed:
Readability: 2.9
2,938,799 views
我們人類很快就對「事物的既定軌跡」習以為常。但對於設計師來講，事物的既定軌跡意味著機會……事物能否變得更好？怎樣做到？在此風趣活潑的演講中，iPod 和Nest 恆溫器產品背後的這個男人，與我們分享通過察覺來改變事物的竅門。
Tony Fadell - Product creator
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
Double-click the English transcript below to play the video.
00:13
In the great 1980s movie
"The Blues Brothers,"
"The Blues Brothers,"
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1980 年代一部很贊的電影
《福祿雙霸天》
《福祿雙霸天》
00:16
there's a scene where John Belushi
goes to visit Dan Aykroyd in his apartment
goes to visit Dan Aykroyd in his apartment
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當中有一幕是約翰·貝魯奇
第一次去拜訪
第一次去拜訪
00:21
in Chicago for the very first time.
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丹·艾克洛德在芝加哥的家。
00:24
It's a cramped, tiny space
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屋子又窄又小，
00:26
and it's just three feet away
from the train tracks.
from the train tracks.
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三尺之外就是火車軌道。
00:30
As John sits on Dan's bed,
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約翰坐在丹的床上，
00:32
a train goes rushing by,
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一列火車快速駛過，
00:34
rattling everything in the room.
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整個屋子裡的東西都晃動起來。
00:37
John asks, "How often does
that train go by?"
that train go by?"
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約翰問：「火車駛過有多頻繁？」
00:40
Dan replies, "So often, you won't
even notice it."
even notice it."
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丹就回答：「很頻繁，
頻繁到你根本不會察覺。」
頻繁到你根本不會察覺。」
00:45
And then, something falls off the wall.
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然後，有東西從牆上掉下來。
00:49
We all know what he's talking about.
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我們懂他指的是什麼。
00:51
As human beings, we get used
to everyday things
to everyday things
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我們人類，
對日常事物習慣得相當迅速。
00:53
really fast.
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00:55
As a product designer,
it's my job to see those everyday things,
it's my job to see those everyday things,
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作為一名產品設計師，
我的職責是察看日常事物，
我的職責是察看日常事物，
00:58
to feel them, and try
to improve upon them.
to improve upon them.
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感受、然後試著改善這些事物。
01:03
For example, see this piece of fruit?
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譬如，看到這個水果嗎？
01:08
See this little sticker?
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看見這個小標籤嗎？
01:11
That sticker wasn't there
when I was a kid.
when I was a kid.
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我小的時候，
根本沒有這樣標籤。
根本沒有這樣標籤。
01:14
But somewhere as the years passed,
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但隨著歲月的流逝，在某個地方
01:16
someone had the bright idea
to put that sticker on the fruit.
to put that sticker on the fruit.
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有某位人士想法很了不起
將這小標籤黏在水果上。
將這小標籤黏在水果上。
01:19
Why?
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目的是什麼？
01:20
So it could be easier for us
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目的是方便我們
01:21
to check out
at the grocery counter.
at the grocery counter.
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在商店櫃檯過機。
01:23
Well that's great,
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這很棒，
01:24
we can get in and out of
the store quickly.
the store quickly.
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我們可以快速購物。
01:26
But now, there's a new problem.
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但現在有一個新的問題。
01:29
When we get home and we're hungry
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當我們到家，肚子餓壞了，
01:31
and we see this ripe, juicy piece
of fruit on the counter,
of fruit on the counter,
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我們看見桌上這個豐富多汁的水果，
01:34
we just want to pick it up
and eat it.
and eat it.
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我們想拿起就吃。
01:37
Except now, we have to look
for this little sticker.
for this little sticker.
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不過現在，我們得找出這個小標籤。
01:42
And dig at it with our nails,
damaging the flesh.
damaging the flesh.
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用手指甲把它挖出來，
同時也破壞了果肉。
同時也破壞了果肉。
01:46
Then rolling up that sticker --
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然後捲起這個小標籤——
01:48
you know what I mean.
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你懂我的。
01:49
And then trying to flick
it off your fingers.
it off your fingers.
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然後試著把它甩走。
01:51
(Applause)
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（掌聲）
01:56
It's not fun,
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不好玩。
01:57
not at all.
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一點都不好玩。
01:59
But something interesting happened.
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但有趣的事情發生了。
02:01
See the first time you did it,
you probably felt those feelings.
you probably felt those feelings.
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看，你第一次經歷時，
你可能有上述的感想。
你可能有上述的感想。
02:05
You just wanted to eat the piece of fruit.
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你不過想吃掉這個水果。
02:07
You felt upset.
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你覺得不爽。
02:08
You just wanted to dive in.
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你只想一口咬下去。
02:10
By the 10th time,
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但經歷過十次之後，
02:12
you started to become less upset
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你就開始習慣了
02:14
and you just started peeling
the label off.
the label off.
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然後你就開始把標籤摘掉。
02:18
By the 100th time,
at least for me,
at least for me,
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經歷過 100 次之後，
至少對於我來說，
至少對於我來說，
02:20
I became numb to it.
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我開始對此麻木了。
02:22
I simply picked up the piece of fruit,
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我只會簡單拿起這水果，
02:25
dug at it with my nails,
tried to flick it off,
tried to flick it off,
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用指甲挖走標籤，
試著把它甩走，
試著把它甩走，
02:29
and then wondered,
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然後就想，
02:30
"Was there another sticker?"
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「還有第二個標籤嗎？」
02:35
So why is that?
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為什麼會這樣？
02:36
Why do we get used to everyday things?
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為什麼我們
會對日常事物習以為常？
會對日常事物習以為常？
02:39
Well as human beings,
we have limited brain power.
we have limited brain power.
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作為人類，我們的腦力有限。
02:42
And so our brains encode the
everyday things we do into habits
everyday things we do into habits
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因此我們的大腦內化
我們經常做的日常事物，
我們經常做的日常事物，
02:47
so we can free up space
to learn new things.
to learn new things.
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這樣我們就可以騰出空間
去學習新的東西。
去學習新的東西。
02:50
It's a process called habituation
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這個內化過程叫「習慣化」
02:52
and it's one of the most basic ways,
as humans, we learn.
as humans, we learn.
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這是我們人類最基本的
學習方式之一。
學習方式之一。
02:57
Now, habituation isn't always bad.
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其實，習慣化不總是壞事。
03:00
Remember learning to drive?
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記不記得學開車？
03:03
I sure do.
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我當然記得。
03:04
Your hands clenched at 10 and 2
on the wheel,
on the wheel,
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雙手緊抓方向盤的
十點鐘和兩點鐘方向，
十點鐘和兩點鐘方向，
03:08
looking at every single
object out there --
object out there --
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觀察著外面的每樣事物——
03:10
the cars, the lights, the pedestrians.
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車輛、燈光、行人。
03:13
It's a nerve-wracking experience.
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這經歷相當神經緊張。
03:16
So much so, that I couldn't even
talk to anyone else in the car
talk to anyone else in the car
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緊張得不行，緊張得
無法跟車裡的人聊天
無法跟車裡的人聊天
03:20
and I couldn't even listen to music.
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甚至連音樂也聽不進去。
03:22
But then something interesting happened.
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但是有趣的事情發生了。
03:24
As the weeks went by,
driving became easier and easier.
driving became easier and easier.
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數週之後，開車變得越來越簡單。
03:30
You habituated it.
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你習慣開車了。
03:32
It started to become
fun and second nature.
fun and second nature.
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開車變得有趣了，
成了你的第二天性。
成了你的第二天性。
03:35
And then, you could talk
to your friends again
to your friends again
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你又可以跟車裡的朋友聊天
03:37
and listen to music.
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可以在車裡聽音樂。
03:38
So there's a good reason why
our brains habituate things.
our brains habituate things.
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所以我們的大腦習慣化事情
是好事。
是好事。
03:41
If we didn't, we'd notice
every little detail,
every little detail,
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如果我們不去習慣，
我們得每時每刻都關注著
我們得每時每刻都關注著
03:44
all the time.
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每樣瑣碎的細節。
03:46
It would be exhausting,
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這樣得多費神，
03:48
and we'd have no time
to learn about new things.
to learn about new things.
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我們就沒有時間去學習新事物。
03:52
But sometimes,
habituation isn't good.
habituation isn't good.
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但有時習慣化不是好事。
03:56
If it stops us from noticing
the problems that are around us,
the problems that are around us,
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如果習慣讓我們
無法留神身邊的問題，
無法留神身邊的問題，
03:59
well, that's bad.
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那就不妙了。
04:01
And if it stops us from noticing
and fixing those problems,
and fixing those problems,
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如果習慣讓我們無法
注意、解決這些問題，
注意、解決這些問題，
04:04
well, then that's really bad.
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那就真不妙。
04:07
Comedians know all about this.
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喜劇演員懂得這個道理。
04:09
Jerry Seinfeld's entire career was built
on noticing those little details,
on noticing those little details,
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傑里·賽恩菲爾德的整個演藝生涯
就是建立在注意細節上，
就是建立在注意細節上，
04:14
those idiotic things we do every day
that we don't even remember.
that we don't even remember.
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我們每天都做的蠢事，
自己也記不得。
自己也記不得。
04:20
He tells us about the time
he visited his friends
he visited his friends
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他說有一次他去朋友家，
04:22
and he just wanted to take
a comfortable shower.
a comfortable shower.
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想洗一個舒服的澡。
04:25
He'd reach out and grab the handle
and turn it slightly one way,
and turn it slightly one way,
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他伸手去抓住把手
稍微往一邊扭開，
稍微往一邊扭開，
04:28
and it was 100 degrees too hot.
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水燙得不行，
04:31
And then he'd turn it the other way,
and it was 100 degrees too cold.
and it was 100 degrees too cold.
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然後他將把手調往另一邊，
水又變得太冷。
水又變得太冷。
04:35
He just wanted a comfortable shower.
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他不過想洗個舒服澡。
04:37
Now, we've all been there,
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嗯，我們都有過這樣的經歷。
04:39
we just don't remember it.
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只是記不住而已。
04:41
But Jerry did,
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但是傑里記住了，
04:43
and that's a comedian's job.
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這就是喜劇演員的工作。
04:45
But designers, innovators
and entrepreneurs,
and entrepreneurs,
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但是設計師、革新者、企業家，
04:48
it's our job to not just notice
those things,
those things,
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我們的工作不只是注意到這些東西，
04:50
but to go one step further
and try to fix them.
and try to fix them.
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還要再邁一步，試著解決這些問題。
04:55
See this, this person,
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看，這個人，
04:56
this is Mary Anderson.
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這是瑪麗·安德森。
04:58
In 1902 in New York City,
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1902 年她來到紐約。
05:00
she was visiting.
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她去拜訪紐約。
05:03
It was a cold, wet, snowy day
and she was warm inside a streetcar.
and she was warm inside a streetcar.
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那天又冷又濕，雪下不停，
她在電車上挺暖和的。
她在電車上挺暖和的。
05:09
As she was going to her destination,
she noticed the driver opening the window
she noticed the driver opening the window
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列車前進時，
她注意到電車司機打開窗戶
她注意到電車司機打開窗戶
05:14
to clean off the excess snow
so he could drive safely.
so he could drive safely.
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去清理窗上堆積的雪
好讓他安全開車。
好讓他安全開車。
05:20
When he opened the window, though,
he let all this cold, wet air inside,
he let all this cold, wet air inside,
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但是，當他打開車窗，
他讓滿面的冷濕空氣入侵，
他讓滿面的冷濕空氣入侵，
05:23
making all the passengers miserable.
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車上的乘客都痛苦不堪。
05:27
Now probably, most of those
passengers just thought,
passengers just thought,
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可能大部分乘客只會想：
05:30
"It's a fact of life, he's got
to open the window to clean it.
to open the window to clean it.
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「這就是人生，他得開窗清雪。」
05:33
That's just how it is."
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「很正常。」
05:35
But Mary didn't.
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但是瑪麗不這樣想。
05:36
Mary thought,
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瑪麗想：
05:38
"What if the diver could actually clean
the windshield from the inside
the windshield from the inside
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「要是司機可以從裡面清理車窗，
05:41
so that he could stay safe and drive
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讓他可以安全駕駛，
05:45
and the passengers could
actually stay warm?"
actually stay warm?"
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也讓乘客不受寒侵？」
05:48
So she picked up her sketchbook
right then and there,
right then and there,
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她馬上拿出掃描本，
05:51
and began drawing what would become
the world's first windshield wiper.
the world's first windshield wiper.
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開始描畫世界上第一個雨刮。
05:56
Now as a product designer,
I try to learn from people like Mary
I try to learn from people like Mary
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作為一名產品設計師，
我致力向像瑪麗那樣的人學習，
我致力向像瑪麗那樣的人學習，
06:01
to try to see the world
the way it really is,
the way it really is,
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致力觀察世界真正的運作方式，
06:03
not the way we think it is.
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而不老是理所當然。
06:06
Why?
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為什麼？
06:07
Because it's easy to solve a problem
that almost everyone sees.
that almost everyone sees.
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因為人人都注意到的問題
很容易解決。
很容易解決。
06:11
But it's hard to solve a problem
that almost no one sees.
that almost no one sees.
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但是無人注意到的問題
很難解決。
很難解決。
06:16
Now some people think
you're born with this ability
you're born with this ability
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有些人認為自己天生
有能力解決這些問題
有能力解決這些問題
06:19
or you're not,
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或者相反，
06:20
as if Mary Anderson was hardwired at birth
to see the world more clearly.
to see the world more clearly.
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以為瑪麗·安德森天生異才
才看世界看得特別清楚。
才看世界看得特別清楚。
06:26
That wasn't the case for me.
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那不是我。
06:28
I had to work at it.
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我得花功夫。
06:31
During my years at Apple,
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我在蘋果工作的那幾年，
06:34
Steve Jobs challenged us
to come into work every day,
to come into work every day,
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史蒂夫·賈伯斯會挑戰我們，
每天來上班，
每天來上班，
06:39
to see our products through
the eyes of the customer,
the eyes of the customer,
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讓我們從客戶的眼光
看自己的產品，
看自己的產品，
06:43
the new customer,
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從新客戶的角度考慮，
06:44
the one that has fears
and possible frustrations
and possible frustrations
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新客戶會有恐懼、
可能感受過挫敗、
可能感受過挫敗、
06:47
and hopeful exhilaration that their
new technology product
new technology product
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會興奮地期望
他們的新技術產品
他們的新技術產品
06:50
could work straightaway for them.
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能夠為他們提供便捷服務。
06:53
He called it staying beginners,
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賈伯斯稱之為「保持初始心態」，
06:55
and wanted to make sure that we
focused on those tiny little details
focused on those tiny little details
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他想確保我們專注微小細節，
06:59
to make them faster, easier and seamless
for the new customers.
for the new customers.
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給新客戶呈現
更快、更簡單、更無暇的產品。
更快、更簡單、更無暇的產品。
07:04
So I remember this clearly
in the very earliest days of the iPod.
in the very earliest days of the iPod.
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我清楚記得剛開發 iPod 時
的這個經歷。
的這個經歷。
07:09
See, back in the '90s,
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90 年代的時候，
07:10
being a gadget freak like I am,
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2429
像我這樣喜歡科技產品的怪胎，
07:15
I would rush out to the store
for the very, very latest gadget.
for the very, very latest gadget.
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我會跑去商店
買最新最新的科技產品。
買最新最新的科技產品。
07:21
I'd take all the time to get to the store,
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我會專門花時間去商店，
07:23
I'd check out, I'd come back home,
I'd start to unbox it.
I'd start to unbox it.
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付款之後，回到家，
我就開始拆包裝。
我就開始拆包裝。
07:26
And then, there was
another little sticker:
another little sticker:
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然後，上面又有一個小標籤：
07:30
the one that said, "Charge before use."
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寫著：「使用前請充電」
07:34
What!
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什麼！
07:35
I can't believe it!
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1005
難以置信！
07:36
I just spent all this time
buying this product
buying this product
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我剛剛才花這麼多時間
去買這產品，
去買這產品，
07:38
and now I have to charge before use.
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現在我得充了電才能用。
07:40
I have to wait what felt like an eternity
to use that coveted new toy.
to use that coveted new toy.
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我得遙遙無期地等待，
等著使用這新寶貝。
等著使用這新寶貝。
07:45
It was crazy.
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簡直要瘋掉。
07:46
But you know what?
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但你知道嗎？
07:47
Almost every product back then did that.
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那時候幾乎所有產品都這樣。
07:49
When it had batteries in it,
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要是產品有電池，
07:51
you had to charge it
before you used it.
before you used it.
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你得先充電才能使用。
07:54
Well, Steve noticed that
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史蒂夫注意到了，
07:57
and he said,
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他說：
07:57
"We're not going to let that
happen to our product."
happen to our product."
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「我們不會讓這情況
出現在我們的產品上。」
出現在我們的產品上。」
08:00
So what did we do?
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我們怎麼做？
08:02
Typically, when you have a product
that has a hard drive in it,
that has a hard drive in it,
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3086
一般，要是產品有硬碟，
08:05
you run it for about
30 minutes in the factory
30 minutes in the factory
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就要在工廠內
讓產品運行 30 分鐘
讓產品運行 30 分鐘
08:08
to make sure that hard drive's going
to be working years later
to be working years later
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以確保出售後，
客戶拆開包裝之後，
客戶拆開包裝之後，
08:11
for the customer after they
pull it out of the box.
pull it out of the box.
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硬碟仍能長期運作正常。
08:14
What did we do instead?
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我們又採取什麼辦法呢？
08:17
We ran that product for over two hours.
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我們讓產品運作超過 2 小時。
08:19
Why?
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1588
為什麼？
08:21
Well, first off, we could make
a higher quality product,
a higher quality product,
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3125
首先，這樣我們可以生產
更高質量的產品，
更高質量的產品，
08:24
be easy to test,
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2150
讓產品易於測試，
08:26
and make sure it was great
for the customer.
for the customer.
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並確保客戶喜歡這樣產品。
08:29
But most importantly,
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但最重要的是，
08:31
the battery came fully charged
right out of the box,
right out of the box,
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包裝裡的電池完全充滿電，
08:34
ready to use.
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946
隨時都可用。
08:35
So that customer,
with all that exhilaration,
with all that exhilaration,
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3832
這樣，充滿期待和歡喜的客戶
08:38
could just start using the product.
176
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1728
就可以馬上使用產品。
08:40
It was great, and it worked.
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2390
這辦法非常棒，很有效。
08:43
People liked it.
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1264
人們很喜歡。
08:44
Today, almost every product
that you get that's battery powered
that you get that's battery powered
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3107
今天，幾乎所有帶電池的產品
08:47
comes out of the box fully charged,
180
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2063
打開時，電池都是充滿電的，
08:49
even if it doesn't have a hard drive.
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即使產品沒有硬碟。
08:52
But back then, we noticed
that detail and we fixed it,
that detail and we fixed it,
182
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4774
但在此之前，我們
注意到、處理了這個細節，
注意到、處理了這個細節，
08:56
and now everyone else does that as well.
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2348
而且現在所有人都這樣做。
08:59
No more, "Charge before use."
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2641
不再有「用前請充電」。
09:02
So why am I telling you this?
185
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2057
為什麼我要講這件事？
09:04
Well, it's seeing the invisible problem,
186
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2108
這是關於看到無形的問題，
09:06
not just the obvious problem,
that's important,
that's important,
187
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4511
不只是明顯的問題，
這很重要，
這很重要，
09:11
not just for product design,
but for everything we do.
but for everything we do.
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不僅對產品設計很重要，
對我們做的所有事情都很重要。
對我們做的所有事情都很重要。
09:14
You see, there are invisible problems
all around us,
all around us,
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3524
大家看，我們身邊有無形的問題，
09:18
ones we can solve.
190
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2256
我們可以解決的問題。
09:20
But first we need
to see them, to feel them.
to see them, to feel them.
191
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3824
但首先我們要
看到、感覺到這些問題。
看到、感覺到這些問題。
09:24
So, I'm hesitant to give you any tips
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552996
1968
我不確定是否要向各位
09:26
about neuroscience or psychology.
193
554964
2731
提供神經學或心理學上的小建議。
09:29
There's far too many experienced people
in the TED community
in the TED community
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TED 的圈子裡有太多的能人異士，
09:32
who would know much more
about that than I ever will.
about that than I ever will.
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560689
3394
他們對這方面的了解
遠超我所能。
遠超我所能。
09:36
But let me leave you with
a few tips that I do,
a few tips that I do,
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2627
但讓我留給大家
我的一些實踐建議，
我的一些實踐建議，
09:38
that we all can do,
to fight habituation.
to fight habituation.
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566710
3673
大家都可用這些建議
來對抗習慣化。
來對抗習慣化。
09:42
My first tip is to look broader.
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570383
3394
我的第一條建議是：
看得更廣。
看得更廣。
09:45
You see, when you're tackling a problem,
199
573777
2112
當你在處理問題時，
09:47
sometimes, there are a lot of steps
that lead up to that problem.
that lead up to that problem.
200
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3392
有時引發問題的步驟有很多。
09:51
And sometimes, a lot
of steps after it.
of steps after it.
201
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3070
有時，問題出現後
又有很多其他步驟。
又有很多其他步驟。
09:54
If you can take a step back
and look broader,
and look broader,
202
582351
3349
如果你可以退一步，看得更廣，
09:57
maybe you can change some of those boxes
203
585700
2271
也許你可以在問題發生前
改變其中一些元素。
09:59
before the problem.
204
587971
1006
10:00
Maybe you can combine them.
205
588977
1360
也許你可以結合一些元素。
10:02
Maybe you can remove them altogether
to make that better.
to make that better.
206
590337
3335
也許你可以把它們一起摒棄。
10:06
Take thermostats, for instance.
207
594258
1991
拿自動調溫器為例。
10:08
In the 1900s when they first came out,
they were really simple to use.
they were really simple to use.
208
596249
3378
20 世紀初初次出現時，
調溫器相當易使。
調溫器相當易使。
10:11
You could turn them up or turn them down.
209
599627
1952
你可以調節溫度。
10:13
People understood them.
210
601579
1700
大家都會用。
10:16
But in the 1970s,
211
604019
1753
但在 20 世紀 70 年代，
10:17
the energy crisis struck,
212
605772
2074
能源危機降臨，
10:19
and customers started thinking about
how to save energy.
how to save energy.
213
607846
3570
顧客開始考慮如何節能。
10:23
So what happened?
214
611416
1287
然後怎樣？
10:24
Thermostat designers decided
to add a new step.
to add a new step.
215
612703
3028
調溫器設計師
決定插入一個新步驟。
決定插入一個新步驟。
10:27
Instead of just turning up and down,
216
615731
1850
你不能簡單調節溫度，
10:29
you now had to program it.
217
617581
1991
你得事先設定調溫器。
10:31
So you could tell it the temperature
you wanted at a certain time.
you wanted at a certain time.
218
619572
3218
你可以設定某個時間段的理想溫度。
10:34
Now that seemed great.
219
622790
1796
聽上去很棒。
10:36
Every thermostat had
started adding that feature.
started adding that feature.
220
624586
3478
所有調溫器都開始添加這功能。
10:40
But it turned out that no one
saved any energy.
saved any energy.
221
628064
4276
但是結果沒人真正節能。
10:44
Now, why is that?
222
632340
1513
為什麼？
10:45
Well, people couldn't predict the future.
223
633853
2735
大家無法預測未來。
10:48
They just didn't know how their weeks
would change season to season,
would change season to season,
224
636588
3548
大家不知道幾週內
會發生什麼改變，
會發生什麼改變，
季節不同，年份不同。
10:52
year to year.
225
640136
1498
10:54
So no one was saving energy,
226
642414
2331
因此沒有人真正在節能，
10:56
and what happened?
227
644745
982
然後呢？
10:57
Thermostat designers went back
to the drawing board
to the drawing board
228
645727
2623
調溫器設計師回歸原來的設計，
11:00
and they focused on that programming step.
229
648350
2042
專注於溫度設定這一步。
11:02
They made better U.I.s,
230
650942
2467
他們做了更好的用戶界面，
11:05
they made better documentation.
231
653409
2166
做了更好的記錄。
11:07
But still, years later,
people were not saving any energy
people were not saving any energy
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655575
4730
但數年之後，人們仍然沒有節能，
11:12
because they just couldn't
predict the future.
predict the future.
233
660305
2596
因為他們就是不能預測未來。
11:15
So what did we do?
234
663431
1478
我們採取了什麼辦法？
11:16
We put a machine-learning algorithm in
instead of the programming
instead of the programming
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664909
4069
我們添加了一個機器學習算法，
而不是設定程式，
而不是設定程式，
11:20
that would simply watch
when you turned it up and down,
when you turned it up and down,
236
668978
2698
這個算法會簡單觀察
你什麼時候調高溫、低溫
你什麼時候調高溫、低溫
11:23
when you liked a certain temperature
when you got up,
when you got up,
237
671676
2594
什麼時候你喜歡什麼溫度，
你起床時，
你起床時，
11:26
or when you went away.
238
674270
1707
或者你出門時。
11:27
And you know what?
239
675977
1268
然後呢？
11:29
It worked.
240
677245
927
這行之有效。
11:30
People are saving energy
without any programming.
without any programming.
241
678422
3217
人們無需任何設定
就可以節能。
就可以節能。
11:35
So, it doesn't matter what you're doing.
242
683239
2007
你做什麼並不重要。
11:37
If you take a step back
and look at all the boxes,
and look at all the boxes,
243
685246
3266
如果你退一步看所有的元素，
11:40
maybe there's a way
to remove one or combine them
to remove one or combine them
244
688512
3021
也許找到辦法
減少或結合一些元素，
減少或結合一些元素，
11:43
so that you can make
that process much simpler.
that process much simpler.
245
691533
2514
這樣你就可以讓事情簡單很多。
11:47
So that's my first tip: look broader.
246
695007
3077
那就是我的第一條建議：
看得更廣。
看得更廣。
11:50
For my second tip, it's to look closer.
247
698084
3981
我的第二條建議：
看得更近。
看得更近。
11:54
One of my greatest teachers
was my grandfather.
was my grandfather.
248
702065
3031
我最棒的老師之一
是我的祖父。
是我的祖父。
11:59
He taught me all about the world.
249
707006
1901
他教我學會這個世界。
12:01
He taught me how things were built
and how they were repaired,
and how they were repaired,
250
709557
3492
他教我如何建東西、
如何修理東西、
如何修理東西、
12:05
the tools and techniques necessary
to make a successful project.
to make a successful project.
251
713049
3722
專案成功所需的工具和技術。
12:09
I remember one story
he told me about screws,
he told me about screws,
252
717671
4337
我記得他說過
一個關於螺釘的故事，
一個關於螺釘的故事，
12:14
and about how you need to have
the right screw for the right job.
the right screw for the right job.
253
722048
3630
需要有對的螺釘
來完成對的工作。
來完成對的工作。
12:17
There are many different screws:
254
725678
1939
世上有很多不同的螺釘：
12:19
wood screws, metal screws,
anchors, concrete screws,
anchors, concrete screws,
255
727617
4870
木螺絲、金屬螺絲、
固定螺絲、自攻螺絲，
固定螺絲、自攻螺絲，
12:24
the list went on and on.
256
732487
1745
種類多得很。
12:27
Our job is to make products
that are easy to install
that are easy to install
257
735212
3273
我們的任務是
確保產品容易安裝，
確保產品容易安裝，
12:30
for all of our customs themselves
without professionals.
without professionals.
258
738485
3734
無需專業知識，
所有客戶都會使用。
所有客戶都會使用。
12:34
So what did we do?
259
742789
1421
我們怎樣做？
12:36
I remembered that story
that my grandfather told me,
that my grandfather told me,
260
744720
2935
我記得祖父告訴我的故事，
12:39
and so we thought,
261
747655
1273
所以我們想：
12:40
"How many different screws
can we put in the box?
can we put in the box?
262
748928
2500
「盒子裡我們能放
多少種不同的螺絲？
多少種不同的螺絲？
12:43
Was it going to be two, three,
four, five?
four, five?
263
751428
2850
是要放兩顆、三顆還是四顆？
12:46
Because there's so many
different wall types."
different wall types."
264
754278
2296
因為牆的種類也有很多。」
12:48
So we thought about it, we optimized it,
265
756574
2730
我們認真考慮，進行優化，
12:51
and we came up with three different
screws to put in the box.
screws to put in the box.
266
759304
4091
我們決定放三種螺絲在盒子裡。
12:55
We thought that was going
to solve the problem.
to solve the problem.
267
763845
2277
我們認為那就可以解決問題。
12:58
But it turned out, it didn't.
268
766122
2695
但結果是不行。
13:01
So we shipped the product,
269
769527
1631
所有我們寄出產品，
13:03
and people weren't having
a great experience.
a great experience.
270
771158
2390
人們不是很喜歡。
13:06
So what did we do?
271
774128
1208
我們怎樣做？
13:07
We went back to the drawing board
272
775336
1745
我們意識到做得不好之後，
13:09
just instantly after we figured out
we didn't get it right.
we didn't get it right.
273
777081
3464
馬上重新構想設計。
13:12
And we designed a special screw,
a custom screw,
a custom screw,
274
780545
3724
我們設計了一種特別的螺絲：
客製化螺絲，
客製化螺絲，
13:16
much to the chagrin of our investors.
275
784269
2171
我們的投資者很懊惱，
13:18
They were like, "Why are you spending
so much time on a little screw?
so much time on a little screw?
276
786440
3422
他們說：「為什麼花那麼多時間
在一個小螺絲上？」
在一個小螺絲上？」
13:21
Get out there and sell more!"
277
789862
1999
「出去推銷更多螺絲！」
13:23
And we said, "We will sell more
if we get this right."
if we get this right."
278
791861
3323
我們就說：「如果弄對了，
我們會賣更多螺絲。」
我們會賣更多螺絲。」
13:27
And it turned out, we did.
279
795904
1690
結果是我們成功了。
13:29
With that custom little screw,
there was just one screw in the box,
there was just one screw in the box,
280
797594
3294
盒子裡只放了一個螺絲
——客製化螺絲，
——客製化螺絲，
13:32
that was easy to mount
and put on the wall.
and put on the wall.
281
800888
3107
容易安裝在牆上。
13:37
So if we focus on those tiny details,
the ones we may not see
the ones we may not see
282
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因此要是我們專注於微小細節，
我們可能看不到的細節，
我們可能看不到的細節，
13:44
and we look at them as we say,
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我們問自己：
13:46
"Are those important
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「這些重要嗎？
13:47
or is that the way we've always done it?
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還是我們一直就這樣做？
13:50
Maybe there's a way to get rid of those."
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也許有辦法可以擺脫這些東西。」
13:54
So my last piece of advice
is to think younger.
is to think younger.
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我最後一點建議是：
想得更年輕。
想得更年輕。
14:00
Every day, I'm confronted with interesting
questions from my three young kids.
questions from my three young kids.
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每天我的三個小孩
都會問我各種有趣的問題。
都會問我各種有趣的問題。
14:04
They come up with questions like,
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他們會想出各種問題：
14:06
"Why can't cars fly around traffic?"
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「為什麼汽車不能飛過其他車？」
14:09
Or, "Why don't my shoelaces
have Velcro instead?"
have Velcro instead?"
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「為什麼我的鞋帶沒有魔術貼？」
14:14
Sometimes, those questions are smart.
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有時那些問題很聰明。
14:17
My son came to me the other day
and I asked him,
and I asked him,
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我兒子有天走過來，我說：
14:19
"Go run out to the mailbox
and check it."
and check it."
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「跑過去郵箱
看看有沒有郵件。」
看看有沒有郵件。」
14:23
He looked at me, puzzled, and said,
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他疑惑地看著我說：
14:27
"Why doesn't the mailbox just check itself
and tell us when it has mail?" (Laughter)
and tell us when it has mail?" (Laughter)
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「為什麼郵箱不能自己去看，
然後告訴我們？」（笑聲）
然後告訴我們？」（笑聲）
14:32
I was like, "That's a pretty
good question."
good question."
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我就說：「問得好。」
14:36
So, they can ask tons of questions
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他們可能問一大堆問題，
14:39
and sometimes we find out
we just don't have the right answers.
we just don't have the right answers.
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有時我們發現
我們就是沒有對的答案。
我們就是沒有對的答案。
14:44
We say, "Son, that's just the way
the world works."
the world works."
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我們說：「兒子，
那就是世界運作的方式。」
那就是世界運作的方式。」
14:50
So the more we're exposed to something,
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我們越多地接觸到東西，
14:52
the more we get used to it.
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我們就越習慣世界。
14:54
But kids haven't been around
long enough
long enough
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但是孩子們接觸有限
14:56
to get used to those things.
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還沒完全習慣那些事物。
14:58
And so when they run into problems,
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所以當他們遇到問題，
15:00
they immediately try to solve them,
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他們馬上試著解決問題，
15:02
and sometimes they find a better way,
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有時他們找到更好的辦法，
15:05
and that way really is better.
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他們的辦法確實更優。
15:08
So my advice that we take to heart
is to have young people on your team,
is to have young people on your team,
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所以我的衷心建議是：
讓年輕人加入你的隊伍，
讓年輕人加入你的隊伍，
15:14
or people with young minds.
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或者是有年輕心態的人。
15:16
Because if you have those young minds,
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因為要是你有這些年輕的思想，
15:18
they cause everyone in the room
to think younger.
to think younger.
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他們會讓隊伍的想法更年輕。
15:21
Picasso once said,
"Every child is an artist.
"Every child is an artist.
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畢加索說過：
「每個小孩都是藝術家。
「每個小孩都是藝術家。
15:27
The problem is when he or she grows up,
is how to remain an artist."
is how to remain an artist."
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問題是當他們成長時，
如何讓他們一直藝術家。」
如何讓他們一直藝術家。」
15:33
We all saw the world more clearly
when we saw it for the first time,
when we saw it for the first time,
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第一次看世界時，
我們總看得更清楚，
我們總看得更清楚，
15:37
before a lifetime of habits
got in the way.
got in the way.
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那時長期的習慣還沒形成。
15:40
Our challenge is to get back there,
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我們的挑戰是回到那個時候，
15:43
to feel that frustration,
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去感受挫敗，
15:45
to see those little details,
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去察看那些微小細節，
15:47
to look broader,
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去看得更廣，
15:49
look closer,
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看得更近，
15:51
and to think younger
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想得更年輕，
15:53
so we can stay beginners.
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讓我們可以保持初始心態。
15:56
It's not easy.
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這並不容易。
15:57
It requires us pushing back
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這需要我們對抗，
15:58
against one of the most basic ways
we make sense of the world.
we make sense of the world.
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對抗我們理解世界
的最基本方式之一。
的最基本方式之一。
16:03
But if we do,
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但要是我們做到，
16:04
we could do some pretty amazing things.
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我們可以做一些很棒的事情。
16:07
For me, hopefully, that's better
product design.
product design.
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對於我來說，
希望是更好的產品設計。
希望是更好的產品設計。
16:10
For you, that could mean something else,
something powerful.
something powerful.
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對於大家，那可能是不同的東西，
厲害的東西。
厲害的東西。
16:18
Our challenge is to wake up
each day and say,
each day and say,
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我們的挑戰是
每天起床問自己：
每天起床問自己：
16:21
"How can I experience the world better?"
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「我如何能更好地體驗世界？」
16:24
And if we do, maybe, just maybe,
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要是我們做到了，
也許，只是也許，
也許，只是也許，
16:29
we can get rid of these
dumb little stickers.
dumb little stickers.
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我們可以跟這些傻標籤說再見。
16:34
Thank you very much.
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謝謝。
16:35
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Tony Fadell - Product creatorAs the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances.
Why you should listen
Tony Fadell became a tech superstar as a colleague of Steve Jobs and developer of the iPod, which rejuvenated Apple, rebooted entire industries and changed the way the world consumes entertainment.
After leaving Apple, Fadell founded Nest on a familiar experience -- frustration with household technology, still resolutely frozen in the 20th century. With its first products, Nest has brought the modern household one step closer to becoming a truly connected “smarthome.” In January 2014, Nest became Google’s second-biggest acquisition to date, positioning both companies to become revolutionary players in home technology.
Tony Fadell | Speaker | TED.com