TED Salon Brightline Initiative
Scott Galloway: How Amazon, Apple, Facebook and Google manipulate our emotions
斯科特·加洛威: 亞馬遜、蘋果、臉書和谷歌如何操縱我們的情緒
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亞馬遜、蘋果、臉書和谷歌加起來的市值現已等同於印度的國內生產總值。這四間公司是如何如此徹底地滲入我們的生活的？關於這四間公司的優勢及動機，斯科特·加洛威鏗鏘有力地分享他的觀點和令人大開眼界的數據，以及社會將股東價值擺在首位時會發生什麼事。演講正篇之後還有 TED 負責人克里斯·安德森主持的問答篇。（注意：本演講含有誇張略帶粗俗的語言。）
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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【本演說含有誇張略帶粗俗的語言，
請觀眾自行斟酌】
請觀眾自行斟酌】
00:16
So, this is the first and the last slide
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這是我上課時的第一張
也是最後一張投影片，
也是最後一張投影片，
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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過去十五年間，我的
6,400 名學生都看過。
6,400 名學生都看過。
00:24
I do not believe you can build
a multibillion-dollar organization
a multibillion-dollar organization
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我不相信你能建立起
數十億元的組織，
數十億元的組織，
00:27
unless you are clear on which instinct
or organ you are targeting.
or organ you are targeting.
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除非你清楚你的目標
是哪一種本能或器官。
是哪一種本能或器官。
00:33
Our species has a need for a superbeing.
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我們人類對神明是有所求的。
00:36
Our competitive advantage
as a species is our brain.
as a species is our brain.
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人類這物種的競爭優勢就是頭腦，
00:39
Our brain is robust enough to ask
these really difficult questions,
these really difficult questions,
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我們的頭腦夠健全，
能問真正有難度的問題，
能問真正有難度的問題，
00:42
but, unfortunately, it doesn't have
the processing power to answer them,
the processing power to answer them,
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遺憾的是，它並沒有足夠的處理能力
來解答這些有難度的問題，
來解答這些有難度的問題，
於是就產生了對神明的需求。
00:46
which creates a need for a superbeing
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00:48
that we can pray to
and look to for answers.
and look to for answers.
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我們可以向神明禱告並請求答案。
00:51
What is prayer?
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禱告是什麼？
00:52
Sending a query into the universe,
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就是把問題發送到宇宙中，
00:54
and hopefully there's some sort
of divine intervention --
of divine intervention --
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盼望能有某尊神明顯靈。
我們不需要了解發生什麼事，
00:57
we don't need to understand
what's going on --
what's going on --
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只要等待這位全知、全見的神明，
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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告訴我們這就是權威的正確答案。
01:05
"Will my kid be all right?"
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比如你會問神明：
「我的孩子會好起來嗎？」
「我的孩子會好起來嗎？」
01:08
You have your planet of stuff,
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你有一大堆雜事、
01:10
you have your planet of work,
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一大堆工作要做，
01:11
you have your planet of friends.
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你有一堆朋友。
01:13
If you have kids,
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如果你有孩子，
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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你就能理解，一旦孩子脫離正軌，
01:18
everything melts,
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一切都會被打亂。
01:19
in your universe
to the Sun that is your kids.
to the Sun that is your kids.
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在你的宇宙中，你的孩子是太陽。
01:22
"Will my kid be all right?"
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「我的孩子會好起來嗎？」
01:25
"Symptoms and treatment of croup"
in the Google query box.
in the Google query box.
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你會跑去谷歌搜尋：
「喉炎的症狀與療法」。
「喉炎的症狀與療法」。
谷歌搜尋的問題中，每六則就有一則
01:29
One in six queries presented to Google
have never been asked before
have never been asked before
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是人類史上從來沒被問過的。
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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有哪位牧師、老師、拉比、
學者、導師、老闆
學者、導師、老闆
能回答這六分之一從未被問過的問題
01:40
that one in six questions
posed to that person
posed to that person
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並且給出足夠令人信服的答案？
01:42
have never been asked before?
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01:44
Google is our modern man's God.
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谷歌就是我們現代人的神。
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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想像你的臉和你的名字
高於一切你敲進搜尋盒子的內容，
高於一切你敲進搜尋盒子的內容，
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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你會意識到你相信谷歌
勝過相信歷史上的任何實體。
01:56
in your history.
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01:57
(Laughter)
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（笑聲）
01:58
Let's move further down the torso.
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讓我們沿著軀幹繼續往下看。
02:00
(Laughter)
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（笑聲）
02:02
One of the other wonderful things
about our species
about our species
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另一件關於我們人類的妙事是
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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我們不只需要被愛，
我們還需要愛別人。
我們還需要愛別人。
02:08
Children with poor nutrition
but a lot of affection
but a lot of affection
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營養不足但內心有愛的孩子，
02:11
have better outcomes than children
with good nutrition and poor affection.
with good nutrition and poor affection.
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會比營養充足但內心
沒什麼愛的孩子長得好。
沒什麼愛的孩子長得好。
02:16
However, the best signal
that you might make it
that you might make it
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然而，有三種最好的信號
可以顯示你可能成功地
02:19
to be part of the number-one fastest
growing demographic in the world --
growing demographic in the world --
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加入了世界上成長最快速的人群──
02:24
centenarians, people
who live to triple digits --
who live to triple digits --
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百歲人瑞，歲數有三位數的人──
有三種信號。
有三種信號。
02:26
there are three signals.
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我們倒著來看：
「基因」沒有你認為的那麼重要，
「基因」沒有你認為的那麼重要，
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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所以你可以繼續糟踏你的身體，
02:31
so you can continue to treat
your body like shit
your body like shit
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然後心想：「喔，
喬叔活到 95 歲已成定局。」
喬叔活到 95 歲已成定局。」
02:33
and think, "Oh, Uncle Joe lived to 95,
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02:35
the die have been cast."
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基因沒你想的那麼重要。
02:37
It's less important than you think.
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第二項是「生活方式」。
02:38
Number two is lifestyle.
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別抽煙、別過胖、預先篩檢，
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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這樣能避免三分之二的早期癌症
02:45
and cardiovascular disease.
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以及心血管疾病。
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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你會活到百歲的首項指標、信號是：
02:50
How many people do you love?
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「你愛多少人」。
02:54
Caretaking is the security camera --
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關懷就好比是一種監控鏡頭，
02:57
we call the low-resolution
security camera in our brain --
security camera in our brain --
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它是我們腦中的低解析度監控鏡頭
03:00
deciding whether or not
you are adding value.
you are adding value.
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關懷別人決定了你是否會多活幾年。
03:02
Facebook taps into our instinctive need
not only to be loved,
not only to be loved,
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臉書正是利用這點，
我們不只是需要被愛，
也需要關愛他人，
也需要關愛他人，
03:06
but to love others,
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臉書多半透過照片來引起共鳴、
03:07
mostly through pictures
that create empathy,
that create empathy,
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催化，並鞏固我們之間的關係。
03:09
catalyze and reinforce our relationships.
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03:12
Let's continue our journey down the torso.
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我們再繼續向軀幹更下方前進。
03:15
Amazon is our consumptive gut.
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亞馬遜直擊我們的消費本能。
渴望擁有更多是我們的內在本性。
03:18
The instinct of more is hardwired into us.
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03:21
The penalty for too little
is starvation and malnutrition.
is starvation and malnutrition.
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擁有太少的懲罰
是餓肚子和營養不良。
是餓肚子和營養不良。
但打開你的食櫥、衣櫃，你會發現，
03:25
Open your cupboards, open your closets,
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03:28
you have 10 to 100x times what you need.
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你所擁有的東西超過
你需要的十倍到百倍。
你需要的十倍到百倍。
03:31
Why?
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為什麼？
03:32
Because the penalty
for too little is much greater
for too little is much greater
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因為擁有太少的懲罰
遠遠超過擁有更多的。
遠遠超過擁有更多的。
03:35
than the penalty for too much.
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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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所以「用更少的錢買更多」
是永遠不會過時的商業策略。
是永遠不會過時的商業策略。
03:41
It's the strategy of China,
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採用該策略的有中國、
03:42
it's a the strategy of Walmart,
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有沃爾瑪，
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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還有世界上最成功的企業：
亞馬遜。
03:47
Amazon.
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你把「用更少的錢買更多」變成直覺，
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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將之內化到你那消費的
肌肉和骨骼系統中。
肌肉和骨骼系統中。
03:54
Moving further,
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再向前進一步，
03:56
once we know we will survive,
the basic instinct,
the basic instinct,
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一旦我們解決了生存的問題，
我們就會去運用第二強大的本能，
04:00
we move to the second
most powerful instinct,
most powerful instinct,
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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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也就是去散播、篩選
最強壯、最聰明、最快速的種子，
（註：指配對、傳宗接代）
（註：指配對、傳宗接代）
04:07
to the four corners of the earth,
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到地球各地，
或是撿起最好的種子。
04:09
or pick the best seed.
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04:11
This is not a timepiece.
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這不是一個時鐘。
04:13
I haven't wound it in five years.
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我有五年沒有給它上發條了。
04:15
It's my vain attempt to say to people,
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這是我徒然的嘗試，想對人們說：
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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「如果你和我配對，會比
和戴著斯沃琪手錶的人配對
和戴著斯沃琪手錶的人配對
04:20
than if you mate with someone
wearing a Swatch watch."
wearing a Swatch watch."
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生下更有可能生存的孩子。」
04:23
(Laughter)
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（笑聲）
04:25
The key to business is tapping into
the irrational organs.
the irrational organs.
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做生意的關鍵在於利用
不理性的器官，
不理性的器官，
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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「不理性」是哈佛商學院
和紐約商學院的用語，
和紐約商學院的用語，
04:33
for fat profit margins
and shareholder value.
and shareholder value.
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指的是豐厚的利潤和股東價值。
04:36
"High-caloric paste for your children."
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「給你的孩子高熱量的醬料。」
04:39
No?
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不要？
04:40
You love your choosy mom.
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你愛你挑剔的老媽。
04:42
Why choosy moms choose Jif:
you love your kids more.
you love your kids more.
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為什麼挑剔的老媽選
Jif 花生醬：你更愛你的孩子。
Jif 花生醬：你更愛你的孩子。
04:46
The greatest algorithm for shareholder
creation from World War II
creation from World War II
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從二次大戰之後到谷歌出現之間，
最偉大的股東創造演算法，
04:49
to the advent of Google
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04:50
was taking an average product
and appealing to people's hearts.
and appealing to people's hearts.
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就是拿普通的產品來迎合人們內心。
04:53
You're a better a mom,
a better person, a better patriot
a better person, a better patriot
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你可以當個較好的母親、
較好的人、較愛國的人，
較好的人、較愛國的人，
04:56
if you buy this average soap
versus this average soap.
versus this average soap.
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只要你購買的是這個普通肥皂，
而非那個普通肥皂。
而非那個普通肥皂。
05:00
Now, the number one algorithm
for shareholder value isn't technology.
for shareholder value isn't technology.
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如今股東價值第一的演算法
並不是科技。
並不是科技。
05:03
Look at the Forbes 400.
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看看福布斯四百富豪。
05:05
Take out inherited wealth,
take out finance.
take out finance.
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去掉繼承的財富，去掉金融業，
05:07
The number one source of wealth creation:
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創造財富第一名的來源：
05:09
appealing to your reproductive organs.
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迎合你的生殖器官。
05:11
The Lauders; the number
one wealthiest man in Europe, LVMH.
one wealthiest man in Europe, LVMH.
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路威酩軒集團的勞德
是歐洲最有錢的人。
是歐洲最有錢的人。
05:16
Numbers two and three: H&M and Inditex.
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第二名和第三名：H&M 、印地紡。
05:19
You want to target the most
irrational organs for shareholder value.
irrational organs for shareholder value.
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你會想要把股東價值目標
設定在最不理性的器官上。
設定在最不理性的器官上。
05:25
As a result, these four companies --
Apple, Amazon, Facebook and Google --
Apple, Amazon, Facebook and Google --
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因此，這四間公司
蘋果、亞馬遜、臉書、谷歌，
蘋果、亞馬遜、臉書、谷歌，
05:29
have disarticulated who we are.
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讓我們與自我脫節了。
05:30
God, love, consumption, sex.
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神、愛、消費、性愛。
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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你接觸這些東西的比例，
決定了你是什麼樣的人。
決定了你是什麼樣的人。
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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這些東西以逐利公司的形式，
將我們變成另一種樣貌。
將我們變成另一種樣貌。
05:40
At the end of the Great Recession,
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經濟大衰退晚期，
05:42
the market capitalization
of these companies was equivalent
of these companies was equivalent
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這些公司的總市值已經等同
尼日的國內生產總值。
尼日的國內生產總值。
05:45
to the GDP of Niger.
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05:46
Now it is equivalent to the GDP of India,
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現在他們的總市值已等同
印度的國內生產總值，
印度的國內生產總值，
05:49
having blown past
Russia and Canada in '13 and '14.
Russia and Canada in '13 and '14.
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且在 2013、2014 年
便已超越俄羅斯和加拿大。
便已超越俄羅斯和加拿大。
05:52
There are only five nations
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現在只有五個國家
05:54
that have a GDP greater
than the combined market capitalization
than the combined market capitalization
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能在國內生產總值上超過
那四間公司的總市值。
05:57
of these four firms.
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05:59
Something is happening, though.
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不過，某事正在發生。
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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一年前，人們的對話還是：
哪個執行長更像聖人？
哪個執行長更像聖人？
06:06
Who was running for president?
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誰要競選總統？
06:08
Now the worm has turned.
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現在，風向變了。
06:10
Everything they're doing is bothering us.
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他們所做的一切都困擾著我們。
06:12
We're worried they're tax avoiders.
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我們會擔心他們企圖避稅。
06:14
Walmart, since the Great Recession,
has paid 64 billion dollars
has paid 64 billion dollars
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從經濟大衰退開始算，
沃爾瑪已經繳了 640 億美金
沃爾瑪已經繳了 640 億美金
06:17
in corporate income tax;
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用以支付公司所得稅；
06:19
Amazon has paid 1.4.
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亞馬遜付了 14 億。
06:21
How do we pay our firefighters,
our soldiers and our social workers
our soldiers and our social workers
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我們怎麼養得起
消防人員、軍人還有社工？
消防人員、軍人還有社工？
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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如果這些世界上最成功的公司
不付他們應當付的錢？
不付他們應當付的錢？
06:28
Pretty easy.
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很簡單，這意味著
06:30
That means the less successful
companies have to pay
companies have to pay
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那些沒那麼成功的公司
必須付出比他們應付的更多的稅錢。
必須付出比他們應付的更多的稅錢。
06:32
more than their fair share.
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Alexa，這樣好嗎？
06:33
Alexa, is this a good thing?
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1831
06:35
This is despite that fact --
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1968
這還沒算──
06:37
(Laughter)
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1075
（笑聲）
06:38
This is despite the fact
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這還沒算
06:41
that Amazon has added the entire
market capitalization of Walmart
market capitalization of Walmart
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亞馬遜的市值增長了
一整個沃爾瑪的市值，
一整個沃爾瑪的市值，
06:45
to its market cap in the last 19 months.
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就在過去的 19 個月中。
06:52
Whose fault is it? It's our fault.
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這是誰的錯？是我們的錯。
06:54
We're electing regulators
who don't have the backbone
who don't have the backbone
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我們選出的管理者沒有骨氣
06:58
to actually go after these companies.
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真去追查這些公司。
07:00
Facebook lies to EU regulators
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2002
臉書對歐盟管理者說謊，
07:02
and says, "It would be impossible
for us to share the data
for us to share the data
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臉書說：「我們不可能
在核心平台與我們的想要收購的對象
WhatsApp 之間分享資料。
WhatsApp 之間分享資料。
07:06
between our core platform
and our proposed acquisition of WhatsApp.
and our proposed acquisition of WhatsApp.
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同意併購吧。」
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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3787
歐盟同意了併購案。
然後爆雷了！他們發現了真相。
歐盟就說：「我覺得被騙了。
07:15
And the EU says, "I feel lied to.
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07:16
We're fining you 120 billion dollars,"
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要罰你 1.2 億美金。」
（註：1.1 億歐元，1.22 億美金）
（註：1.1 億歐元，1.22 億美金）
07:20
about .6 percent of the acquisition price
of 19 billion dollars.
of 19 billion dollars.
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罰金約是收購價 190 億的 0.6%。
07:24
If Mark Zuckerberg could take out
an insurance policy
an insurance policy
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若馬克·祖克柏花收購價的
0.6% 買個保險，
0.6% 買個保險，
07:27
that the acquisition would
go through for .6 percent,
go through for .6 percent,
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就能讓收購案安然通過，
07:29
wouldn't he do it?
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難道他會不做嗎？
07:31
Anticompetitive behavior.
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這是反競爭的行為。
07:33
A two-and-a-half-billion-dollar fine,
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25 億美金的罰款、
07:35
three billion of the cash flow,
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30 億的現金流量，
07:38
three percent of the cash
on Google's balance sheet.
on Google's balance sheet.
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只佔谷歌財務狀況表上的 3％。
07:41
We are telling these companies,
"The smart thing to do,
"The smart thing to do,
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我們告訴這些公司的是：
「聰明的做法、
以股東利益為導向的做法，
07:45
the shareholder-driven thing to do,
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1965
07:47
is to lie and to cheat."
166
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2315
就是要說謊、要作弊。」
07:49
We are issuing 25-cent parking tickets
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我們正用每小時耗資
100 美元的測量儀，
100 美元的測量儀，
07:53
on a meter that costs 100 dollars an hour.
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發行價值美金 25 分的停車券。
07:56
The smart thing to do is lie.
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聰明的做法就是說謊。
07:57
Job destruction!
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沒工作啦！
07:59
Amazon only needs one person
for two at Macy's.
for two at Macy's.
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亞馬遜只需要 1 位員工時，
梅西百貨公司需要 2 位。
梅西百貨公司需要 2 位。
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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若亞馬遜今年銷售成長 200 億，
他們很可能會達成這數字，
他們很可能會達成這數字，
我們就會少掉 53,000 位
收銀員和店員。
收銀員和店員。
08:06
we will lose 53,000 cashiers and clerks.
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這事很常見；
08:08
This is nothing unusual;
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08:09
this has happened all through our economy,
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這在我們的經濟體中到處發生，
08:12
we've just never seen
companies this good at it.
companies this good at it.
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我們只是沒見過
如此善於這樣操作的公司。
如此善於這樣操作的公司。
那些丟掉工作的人的數量
可以塞滿整個洋基球場。
可以塞滿整個洋基球場。
08:14
That's one Yankee Stadium of workers.
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08:16
It's even worse in media.
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媒體業的情況更糟。
08:18
If Facebook and Google
grow their businesses
grow their businesses
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486306
2110
若臉書和谷歌今年的營業額
成長 220 億美元，
成長 220 億美元，
08:20
22 billion dollars this year,
which they will,
which they will,
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他們會達到這數字，
08:22
we're going to lose approximately
150,000 creative directors,
150,000 creative directors,
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3631
我們就會少掉大約
150,000 位創意主管、
150,000 位創意主管、
08:26
planners and copywriters.
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494294
1973
規劃師和文案人員。
08:28
Or we can fill up two-and-a-half
Yankee Stadiums
Yankee Stadiums
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2310
我們又能塞滿兩個半洋基球場，
08:30
and say, "You are out of work,
courtesy of Amazon."
courtesy of Amazon."
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說：「感謝亞馬遜，你們失業啦。」
08:34
We now get the majority of our news
from our social media feeds,
from our social media feeds,
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我們現在主要從社群媒體接收消息，
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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而社群媒體最多的訊息就是⋯⋯
08:41
fake news.
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1300
假消息。
08:42
(Laughter)
188
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1687
（笑聲）
08:44
I am not allowed to be political
or use curse words,
or use curse words,
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我不能在課堂上談政治、罵髒話，
08:48
or talk about religion in class,
190
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1687
或談宗教，
08:49
so I can definitely not say,
191
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2456
所以我當然也不能說：
08:53
"Zuckerberg has become Putin's bitch."
192
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「祖克柏已經成為普京的婊子。」
08:56
I definitely cannot say that.
193
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我絕對不能說這話。
08:58
(Laughter)
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1013
（笑聲）
08:59
Their defense:
195
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1179
他們的辯解：
09:00
"Facebook is not a media company;
it's a technology company."
it's a technology company."
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3375
「臉書不是媒體公司，是科技公司。」
09:03
You create original content,
197
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1674
你寫出了原創的內容，
09:05
you pay sports leagues
to give you original content,
to give you original content,
198
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2896
你付錢給運動聯盟取得原創的內容，
09:08
you run advertising against it --
boom! -- you're a media company.
boom! -- you're a media company.
199
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你與它對立刊登廣告──
賓果！你就是個媒體公司。
賓果！你就是個媒體公司。
09:11
Just in the last few days,
200
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就在幾天前，
09:13
Sheryl Sandberg has repeated this lie,
that "We are not a media company."
that "We are not a media company."
201
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4609
雪柔·桑德伯格又重述了這個謊言：
「我們不是媒體公司。」
「我們不是媒體公司。」
09:17
Facebook has openly embraced
the margins of celebrity
the margins of celebrity
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3445
臉書公開擁抱名人帶來的利潤，
09:21
and the influence of a media company
203
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2374
以及媒體公司的影響力，
09:23
yet seems to be allergic
to the responsibilities
to the responsibilities
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3687
但卻似乎對
媒體公司應負的責任很感冒。
09:27
of a media company.
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1300
09:29
Imagine McDonald's.
206
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1608
用麥當勞來想像看看。
09:31
We find 80 percent of their beef is fake,
207
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我們發現它們 80% 的牛肉是假的，
09:33
and it's giving us encephalitis,
208
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1621
會讓我們得腦炎，
09:35
and we're making terrible decisions.
209
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2386
我們在做可怕的決定。
09:37
And we say, "McDonald's,
we're pissed off!"
we're pissed off!"
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我們說：「麥當勞，我們很生氣！」
09:40
And they say, "Wait, wait --
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麥當勞說：「等等、等等──
09:43
we're not a fast-food restaurant,
212
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1852
我們不是速食餐廳，
09:45
we're a fast-food platform."
213
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2233
我們是速食平台。」
09:47
(Laughter)
214
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1780
（笑聲）
09:50
These companies and CEOs wrap themselves
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578307
2339
這些公司及他們的那些執行長
將自己用霓虹藍、粉色、彩虹
和藍色的布將自己包裝起來，
和藍色的布將自己包裝起來，
09:52
in a neon-blue pink rainbow
and blue blanket
and blue blanket
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3858
09:56
to create an illusionist trick
from their behavior each day,
from their behavior each day,
217
584552
3349
為他們每日的行為製造出一種幻覺，
09:59
which is more indicative
of the spawn of Darth Vader and Ayn Rand.
of the spawn of Darth Vader and Ayn Rand.
218
587925
4471
更像是黑武士和艾因·蘭德的產物。
（註：星際大戰角色；哲學家、小說家）
（註：星際大戰角色；哲學家、小說家）
10:04
Why? Because we as progressives
are seen as nice but weak.
are seen as nice but weak.
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4068
為什麼？我們進步論者
看起來很好但很弱。
看起來很好但很弱。
10:09
If Sheryl Sandberg had written
a book on gun rights
a book on gun rights
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3354
若雪柔·桑德伯格寫書討論擁槍權
10:12
or on the pro-life movement,
221
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2404
或討論反墮胎運動，
10:14
would they be flying Sheryl to Cannes?
222
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她會因此被吹捧去坎城嗎？
10:17
No.
223
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1158
不會。
10:19
And I'm not doubting
their progressive values,
their progressive values,
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2144
我不是在質疑他們的進步價值觀，
10:21
but it foots to shareholder value,
225
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2072
但它符合股東價值利益，
10:23
because we as progressives
are seen as weak.
are seen as weak.
226
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2069
我們被視為虛弱的進步論者。
10:25
They're so nice -- remember Microsoft?
227
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2408
他們真好──還記得微軟嗎？
10:27
They didn't seem as nice,
228
615827
1497
當時他們看似沒那麼好，
10:29
and regulators stepped in much earlier
than the regulators now,
than the regulators now,
229
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4273
而當時的監管者
比現在的監管者更早介入，
比現在的監管者更早介入，
10:33
who would never step in
on those nice, nice people.
on those nice, nice people.
230
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3685
現在的監管者絕不會介入
那些看似很好、很好的人們。
那些看似很好、很好的人們。
10:37
I'm about to get on a plane tonight,
231
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1806
我今天晚上要搭飛機，
10:39
and I'm going to have a guy
named Roy from TSA molest me.
named Roy from TSA molest me.
232
627184
2718
運輸安全管理局有個
叫羅伊的傢伙會騷擾我。
叫羅伊的傢伙會騷擾我。
10:41
If I am suspected of a DUI
on the way home,
on the way home,
233
629926
3181
若我在回家的路上被懷疑酒醉駕駛，
10:45
I can have blood taken from my person.
234
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2668
我可能會遭到驗血。
10:48
But wait! Don't tap into the iPhone --
235
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3068
但慢著！不要檢查我的 iPhone，
10:51
it's sacred.
236
639646
1420
iPhone 是很神聖的。
10:53
This is our new cross.
237
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1439
這就是我們現在的十字架。
10:54
It shouldn't be the iPhone X,
238
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1609
我們不應該講 iPhone X，
10:56
it should be called the "iPhone Cross."
239
644186
1996
應該講「iPhone 十字架」。
10:58
We have our religion; it's Apple.
240
646206
2166
我們有了信仰：就是蘋果。
我們的耶穌就是史提夫·賈伯斯，
11:00
Our Jesus Christ is Steve Jobs,
241
648396
1775
11:02
and we've decided this is holier
than our person, our house
than our person, our house
242
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3286
我們覺得這比我們本身、房子或電腦
11:05
or our computer.
243
653505
1300
還要神聖。
11:06
We have become totally out of control
244
654829
2517
我們已經完全失去控制了，
11:09
with the gross idolatry
of innovation and of youth.
of innovation and of youth.
245
657370
3793
充滿了對創新和青春的
愚蠢偶像崇拜。
愚蠢偶像崇拜。
11:13
We no longer worship
at the altar of character,
at the altar of character,
246
661187
2471
我們不再崇拜品格、仁慈，
11:15
of kindness,
247
663682
1157
11:16
but of innovation and people
who create shareholder value.
who create shareholder value.
248
664863
3578
而是崇尚創新和創造股東價值的人。
11:20
Amazon has become so powerful
in the marketplace,
in the marketplace,
249
668465
2894
亞馬遜在市場上變得如此強大，
能像絕地武士那樣控制心靈，
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.
251
672969
2990
只要使個眼神就能摧毀其他產業。
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
Nike 宣布登上亞馬遜
銷售平台，股價就上漲，
銷售平台，股價就上漲，
11:31
every other footwear stock goes down.
253
679171
1806
其他鞋廠的股價則全部下跌。
11:33
When Amazon stock goes up,
the rest of retail stocks go down,
the rest of retail stocks go down,
254
681001
3009
亞馬遜的股價上漲時，
其他零售商的股價就會下跌，
其他零售商的股價就會下跌，
11:36
because they assume what's good
for Amazon is bad for everybody else.
for Amazon is bad for everybody else.
255
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3309
因為大家預設，對亞馬遜有利的
必然對其他的零售商有害。
必然對其他的零售商有害。
亞馬遜收購全食超市後
將鮭魚價格打 6.7 折。
將鮭魚價格打 6.7 折。
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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從宣布收購全食
到收購完成的這段期間內，
到收購完成的這段期間內，
11:46
and when it closed,
258
694891
1174
美國最大的、單一只經營食品的
克羅格連鎖超市（Kroger）的
克羅格連鎖超市（Kroger）的
11:48
Kroger, the largest
pure-play grocer in America,
pure-play grocer in America,
259
696089
2271
11:50
shed a third of its value,
260
698384
1735
股票市值下降了三分之一，
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
因為亞馬遜買下了
相當於克羅格十一分之一
規模的食品雜貨商。
規模的食品雜貨商。
11:59
I got very lucky.
262
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1228
我很幸運。
12:00
I predicted the acquisition
of Whole Foods by Amazon
of Whole Foods by Amazon
263
708419
3417
我在亞馬遜收購全食超市的
一星期前便預測了這件事。
12:03
the week before it happened.
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讓我自誇一下；
我公開在媒體上說過。
我公開在媒體上說過。
12:05
This is me boasting; I said
this publicly in the media.
this publicly in the media.
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這是亞馬遜歷史上最大型的收購案，
12:07
This was the largest
acquisition in their history,
acquisition in their history,
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他們之前的收購從未花超過十億，
12:10
they'd never made
an acquisition over a billion,
an acquisition over a billion,
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人們問：「你怎麼知道的？」
12:12
and people asked, "How did you know this?"
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我要讓這群優秀的觀眾
了解這個秘密。
了解這個秘密。
12:14
So I'm letting this very impressive
audience in on the secret.
audience in on the secret.
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12:18
How did I know this?
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1195
我怎麼知道的？
12:19
I'm going to tell you how I knew.
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我這就告訴你們我怎麼知道的。
12:21
I bark at Alexa all day long
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我整天都在喊 Alexa，
12:24
and try to figure out what's going on.
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設法明白發生了什麼事。
12:26
(Scott Galloway) Alexa, buy whole milk.
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加洛威（SG）：Alexa，
買瓶全脂牛奶。
買瓶全脂牛奶。
12:29
(Alexa) I couldn't find
anything for whole milk,
anything for whole milk,
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Alexa：沒有符合全脂牛奶的選項，
12:31
so I've added whole milk
to your shopping list.
to your shopping list.
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所以我將全脂牛奶
加入了你的購物清單。
加入了你的購物清單。
12:34
SG: Then I asked,
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SG：我再吩咐，
12:35
(SG) Alexa, buy organic foods.
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SG：Alexa，買有機食品。
12:38
(Alexa) The top search result
for organic food
for organic food
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Alexa：搜尋到有機食品的第一品牌是
12:41
is Plum Organics baby food,
banana and pumpkin,
banana and pumpkin,
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749106
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香蕉和南瓜口味的
Plum （品牌）有機嬰兒食品，
Plum （品牌）有機嬰兒食品，
12:44
12-pack of four ounces each.
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2017
每袋十二份，一份 4 盎司。
12:46
It's 15 dollars total.
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總共 15 美元。
12:48
Would you like to buy it?
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請問您要購買嗎？
12:49
SG: And then, as often happens at my age,
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SG：接著，如同我這年紀
常會有的現象，
常會有的現象，
12:51
I got confused.
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1160
我把詞組搞混了。
12:52
(SG) Alexa, buy whole foods.
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2790
SG：Alexa，買份全食。
12:56
(Alexa) I have purchased the outstanding
stock of Whole Foods Incorporated
stock of Whole Foods Incorporated
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3534
Alexa：我購買了全食超市
有限公司的流通股票
有限公司的流通股票
12:59
at 42 dollars per share.
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每股 42 美元。
13:01
I have charged 13.7 billion
to your American Express card.
to your American Express card.
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3861
我已經用你的美國運通卡
刷了 137 億美元。
刷了 137 億美元。
13:05
(Laughter)
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（笑聲）
SG：我覺得應該更有趣些。
13:07
SG: I thought that'd be funnier.
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1607
13:09
(Laughter)
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777515
1498
（笑聲）
13:11
We've personified these companies,
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我們將這些公司擬人化，
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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3435
就像你對他人在你人生
和人際關係中做的每件小事
和人際關係中做的每件小事
感到生氣一樣，
13:16
in your life and relationships,
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1495
你應該問問自己，
13:17
you've got to ask yourself,
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785722
1304
「發生了什麼事？
為什麼我們對科技如此失望？」
為什麼我們對科技如此失望？」
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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787050
3050
我相信這是因為原本的比例是
13:22
I believe it's because the ratio
of one-percent pursuit
of one-percent pursuit
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追求 1% 的股東價值
13:24
of shareholder value
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792827
1167
13:26
and 99 percent the betterment of humanity
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794018
2541
和 99% 用於改善人類，
13:28
that technology used to play
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1385
但科技追求的比例被翻轉了，
13:29
has been flipped,
302
797992
1155
13:31
and now we're totally focused
on shareholder value instead of humanity.
on shareholder value instead of humanity.
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799171
3367
現在我們完全著重於股東價值，
而非改善人類。
而非改善人類。
10 萬人參與了曼哈頓計劃，
13:34
One hundred thousand people came together
for the Manhattan Project
for the Manhattan Project
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3279
並真的拯救了世界，科技拯救了世界。
13:37
and literally saved the world.
305
805865
1461
當年我母親是四歲猶太人，
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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808685
3687
戰爭初期，她住在倫敦。
如果我們沒先一步
贏得原子分裂的競賽，
贏得原子分裂的競賽，
13:44
If we had not won the footrace
towards splitting the atom,
towards splitting the atom,
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812396
3105
13:47
would she have survived?
309
815525
1688
她會存活嗎？不太可能。
13:49
It's unlikely.
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817237
1163
13:50
Twenty-five years later,
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818854
1307
25 年後，
13:52
the most impressive accomplishment,
arguably, ever in all of humankind:
arguably, ever in all of humankind:
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820185
4433
可以說是人類史上最棒的成就：
將人類送上月球。
將人類送上月球。
13:56
put a man on the moon.
313
824642
1152
43 萬加拿大人、英國人
和美國人再次聚在一起，
和美國人再次聚在一起，
13:57
Four hundred thirty thousand Canadians,
British and Americans came together,
British and Americans came together,
314
825818
3624
14:01
again, with very basic technology,
315
829466
1831
用非常基本的科技技術，
將人類送上了月球。
將人類送上了月球。
14:03
and put a man on the moon.
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831321
1318
現在我們有 70 萬最優秀、
最聰明的人才，
最聰明的人才，
14:04
Now we have the 700,000
best and brightest,
best and brightest,
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832663
3607
14:08
and these are the best and brightest
from the four corners of the earth.
from the four corners of the earth.
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836294
3445
他們來自世界各地，
是最優秀、最聰明的人。
是最優秀、最聰明的人。
他們玩的是雷射，
14:11
They are literally playing with lasers
relative to slingshots,
relative to slingshots,
319
839763
4080
而不是彈弓，也不是水槍。
14:15
relative to the squirt gun.
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843867
1287
他們可用的預算
和印度的國內生產總值一樣多。
和印度的國內生產總值一樣多。
14:17
They have the GDP of India to work at.
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845178
2272
14:19
And after studying
these companies for 10 years,
these companies for 10 years,
322
847474
2530
研究這些公司 10 年後，
14:22
I know what their mission is.
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850028
1656
我搞懂了他們的任務。
14:23
Is it to organize the world's information?
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851708
2624
是整理全世界的資訊嗎？
14:26
Is it to connect us?
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854356
1505
是要連接我們嗎？
14:27
Is it to create greater comity of man?
326
855885
2924
是為增進人類的友誼嗎？
14:30
It isn't.
327
858833
1162
都不是。
14:32
I know why we have brought together --
328
860019
1896
我知道為什麼我們會聚在一起，
14:33
I know that the greatest collection
of IQ capital and creativity,
of IQ capital and creativity,
329
861939
4309
我知道這群 IQ 最高、
最有創造力的人，
最有創造力的人，
唯一的任務是什麼了：
14:38
that their sole mission is:
330
866272
1854
14:40
to sell another fucking Nissan.
331
868286
2130
就為了再賣一臺 Nissan。
14:42
My name is Scott Galloway, I teach at NYU,
and I appreciate your time.
and I appreciate your time.
332
870466
3747
我是斯科特·加洛威，任教於紐約大學，
謝謝你花時間聆聽。
（掌聲）
14:46
(Applause)
333
874237
4343
克里斯·安德森（CA）：
原本沒有本環節，
原本沒有本環節，
14:54
Chris Anderson: Not planned,
334
882654
1475
14:56
but you prompted
some questions in me, Scott.
some questions in me, Scott.
335
884153
2960
但，斯科特，你讓我產生了些疑問。
14:59
(Laughter)
336
887137
1071
（笑聲）
15:00
That was a spectacular rant.
337
888232
2308
你剛剛的演說真是慷慨激昂。
15:02
SG: Is this like Letterman?
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890564
1365
SG：這像賴特曼的脫口秀，
15:03
When you do well,
he calls you onto the couch?
he calls you onto the couch?
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891953
2916
當你表現好，他就會請你坐上沙發？
15:06
CA: No, no, you're going to the heart
of the conversation right now.
of the conversation right now.
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894893
3667
CA：不是、不是，
你現在才正要講到關鍵。
大家發現，
15:10
Everyone's aware that after years
of worshipping Silicon Valley,
of worshipping Silicon Valley,
341
898584
6134
在崇拜了矽谷科技新貴好幾年後，
15:16
suddenly the worm has turned
342
904742
1854
風向突然變了，
15:18
and in such a big way.
343
906620
1534
還變得那麼多。
15:20
To some people here, it will just feel
like you're piling on,
like you're piling on,
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908178
3405
對這裡的一些人來說，
只會覺得你在火上加油，
只會覺得你在火上加油，
15:23
you're kicking the kids who've already
been kicked to pieces anyway.
been kicked to pieces anyway.
345
911607
3390
你是在落井下石。
15:27
Don't you feel any empathy
for them at all?
for them at all?
346
915021
2365
你都完全不會同情他們嗎？
15:29
SG: None whatsoever.
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917410
1397
SG：完全不會。
15:31
Look, this is the issue:
348
919259
1947
聽著，事情是這樣的：
15:33
it's not their fault, it's our fault.
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921682
1813
這不是他們的錯，是我們的錯。
15:35
They're for-profit companies.
350
923519
2116
他們是以追求盈利為目的的公司，
15:37
They're not concerned
with the condition of our souls.
with the condition of our souls.
351
925659
2547
不在乎我們心靈的狀況。
15:40
They're not going to take care of us
when we get older.
when we get older.
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928230
2588
他們不會在我們年老時照料我們。
我們建了股東價值至上的社會，
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
他們正在做他們該做的事。
但我們得選出些人，
15:49
But we need to elect people,
355
937075
1369
我們得逼自己去逼他們
15:50
and we need to force
ourselves to force them
ourselves to force them
356
938468
2084
承受相同的監督，
15:52
to be subject to the same scrutiny
357
940576
1671
和其他的公司一樣，就這樣。
15:54
that the rest of business
endures, full stop.
endures, full stop.
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942271
2128
CA：還有另一種論述
15:56
CA: There's another narrative
359
944423
1722
15:58
that is arguably equally
consistent with the facts,
consistent with the facts,
360
946169
3623
可以說同樣與事實一致。
16:01
which is that there actually is good
intent in much of the leadership --
intent in much of the leadership --
361
949816
6832
確實有不少領導秉持著好意──
16:08
I won't say everyone, necessarily --
362
956672
1751
當然，我不會說所有人都是這樣──
16:10
many of the employees.
363
958447
1571
但很多員工都是。
16:12
We all know people who work
in those companies,
in those companies,
364
960042
3074
我們都認識在那些公司工作的人，
16:15
and they still are pretty convincing
that their mission is to --
that their mission is to --
365
963140
3766
他們仍然相信他們的任務是──
16:18
so, the alternative narrative
is that there have been
is that there have been
366
966930
3238
替代的論述是
有些結果並不是他們有意造成的，
16:22
unintended consequences here,
367
970192
2072
16:24
that the technologies
that we're unleashing,
that we're unleashing,
368
972288
2094
例如我們在發展的科技、
演算法、
16:26
the algorithms, that we're attempting
to personalize the internet, for example,
to personalize the internet, for example,
369
974406
4578
將網路私有化的嘗試，
16:31
have A, resulted in weird effects
like filter bubbles
like filter bubbles
370
979008
6309
結果
一是造成「過濾氣泡」等怪現象，
16:37
that we weren't expecting;
371
985341
1494
不是我們事先預期的；
其次，讓其本身很容易被
奇怪的東西破壞，像是──
奇怪的東西破壞，像是──
16:38
and B, made themselves vulnerable
to weird things like --
to weird things like --
372
986859
3066
16:41
oh, I don't know, Russian
hackers creating accounts
hackers creating accounts
373
989949
2696
呃，俄羅斯駭客建立帳號
16:44
and doing things that we didn't expect.
374
992669
1975
來做我們沒預料到的事。
這不是意外的後果嗎？
16:46
Isn't the unintended consequence
a possibility here?
a possibility here?
375
994668
5032
16:51
SG: I don't think --
376
999724
1206
SG：我不覺得──
16:52
I'm pretty sure, statistically,
377
1000954
1532
從統計的角度，我很確定
16:54
they're no less or better people
than any other organization
than any other organization
378
1002510
2866
那些公司的員工素質
和其他十萬人以上公司的
員工素質不分伯仲。
員工素質不分伯仲。
16:57
that has 100,000 or more people.
379
1005400
1537
我不覺得他們是壞人，
16:58
I don't think they're bad people.
380
1006961
1608
事實上，我認為
17:00
As a matter of fact, I would argue
381
1008593
1629
有很多非常有公民意識、
正經的領導人。
正經的領導人。
17:02
that there's a lot of very
civic-minded, decent leadership.
civic-minded, decent leadership.
382
1010246
2820
但，事情是這樣的：
17:05
But this is the issue:
383
1013090
1164
當你控制了 90％ 的搜尋市場，
17:06
when you control 90 percent
points of share in a market, search,
points of share in a market, search,
384
1014278
4239
17:10
that is now bigger than the entire
advertising market of any nation,
advertising market of any nation,
385
1018541
3535
那已經比任何國家的
整個廣告市場還要龐大，
整個廣告市場還要龐大，
17:14
and you're primarily compensated
and trying to develop economic security
and trying to develop economic security
386
1022100
3710
而你的主要薪酬來自……
還試圖讓你和員工家屬有經濟保障
17:17
for you and the families
of your employees,
of your employees,
387
1025834
2032
是設法增加市場佔有率時，
17:19
to increase that market share,
388
1027890
1455
17:21
you can't help but leverage
all the power at your disposal.
all the power at your disposal.
389
1029369
3129
你不得不利用你掌握的所有力量。
17:24
And that is the basis for regulation,
390
1032522
1917
這就是監管的依據，
17:26
and it's the basis for the truism
throughout history
throughout history
391
1034463
2456
也被貫穿歷史的箴言概括為
17:28
that power corrupts.
392
1036943
1343
「權力使人腐化」。
17:30
They're not bad people;
393
1038310
1203
他們不是壞人；是我們讓他們失控的。
17:31
we've just let them get out of control.
394
1039537
2232
17:34
CA: So maybe the case
is slightly overstated?
is slightly overstated?
395
1042310
4034
CA：那麼，或許前面
說得有點誇張了？
說得有點誇張了？
17:38
I know at least a bit --
396
1046368
2320
我至少知道一點──
17:40
Larry Page, for example, Jeff Bezos --
397
1048712
1974
像是賴利·佩吉、傑佛瑞·貝佐斯──
17:42
I don't actually believe
they wake up thinking,
they wake up thinking,
398
1050710
2669
我並不相信他們早上
醒來的時候會想：
醒來的時候會想：
17:45
"I've got to sell a fucking Nissan."
399
1053403
1828
「我得再賣一臺 Nissan。」
17:47
I don't think they think that.
400
1055255
1509
我不覺得他們這樣想。
17:48
I think they are trying to build
something cool, and are probably,
something cool, and are probably,
401
1056788
5556
我認為他們試圖造出酷的東西，
或許在反思的時刻，
17:54
in moments of reflection,
402
1062368
1320
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
他們和我們一樣
對於一些已經發生的事覺得驚駭。
對於一些已經發生的事覺得驚駭。
17:59
So is there a different way
of framing this,
of framing this,
404
1067920
3735
有沒有不同的方式來描述這一點，
18:04
to say that when your model
is advertising,
is advertising,
405
1072294
5197
當你的模型是廣告時，
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
你必須更明確地承擔風險嗎？
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：我認為對以追求股東價值
高於一切的公司來說，
高於一切的公司來說，
要像我們這樣建立組織非常困難。
18:19
to pursue shareholder value
above all else.
above all else.
408
1087298
2179
他們不是非營利組織。
18:21
They're not non-profits.
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18:22
The reason people go to work there
is they want to create economic security
is they want to create economic security
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人們去那邊工作為的是
創造穩定的金源
供他們自己和家人所用，
供他們自己和家人所用，
18:26
for them and their families,
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這是最初、最優先的想法。
18:27
mostly first and foremost.
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1300
18:29
And when you get to a point where
you control so much economic power,
you control so much economic power,
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當你能操控如此多的經濟力量時，
18:32
you use all the weapons at your disposal.
414
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你會將會利用所有你掌握的力量。
18:34
I don't think they're bad people,
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我不覺得他們是壞人，
18:36
but I think the role of government
and the role of us as consumers
and the role of us as consumers
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但我覺得政府以及我們消費者，
還有我們所選出的官員的角色
18:39
and people who elect our officials
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是確保檢驗的存在。
18:41
is to ensure that there
are some checks here.
are some checks here.
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2148
我們給了他們最高級別通行證，
18:43
And we have given
them the mother of all hall passes
them the mother of all hall passes
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因為我們覺得他們是那麼地迷人。
18:46
because we find them just so fascinating.
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18:48
CA: Scott, eloquently put,
spectacularly put.
spectacularly put.
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CA：斯科特，你說得很傳神、很好。
18:51
Mark Zuckerberg, Jeff Bezos,
Larry Page, Tim Cook, if you're watching,
Larry Page, Tim Cook, if you're watching,
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5394
馬克·祖克柏、傑佛瑞·貝佐斯、
賴利·佩吉、提姆·庫克，若你們在看，
賴利·佩吉、提姆·庫克，若你們在看，
18:56
you're welcome to come and make
the counterargument as well.
the counterargument as well.
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也歡迎你們來替自己辯駁。
18:59
Scott, thank you so much.
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斯科特，非常謝謝你。
19:00
SG: Thanks very much.
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SG：非常謝謝你。
19:02
(Applause)
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（掌聲）
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