TED2006
David Pogue: Simplicity sells
大衛．普格：簡單就好賣
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紐約時報專欄作家大衛．普格針對糟透了的科技業者的界面設計發表演說，並舉出實例說明正確的設計方向，他還搞笑地把這些編成歌來唱。
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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哈囉，語音信箱，我的老朋友，
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(笑聲)
我又打來要求技術支援了，
00:32
I've called for tech support again.
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不管老闆怎麼警告我，我還是在週一早上打了這通電話，
00:36
I ignored my boss's warning.
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00:39
I called on a Monday morning.
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現在已經是傍晚了，我的晚餐不只變涼了，還發霉了，
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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我還被掛在線上，只能聽著那無聲的聲音。
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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我想你們並不瞭解，我覺得你們的電話根本就沒人在聽，
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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我照著指示按下了所有的按鍵，
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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但我還是被掛在線上18個小時。
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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你們的軟體不只毁了我的麥金塔，
01:13
and it constantly hangs and bombs --
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讓它當機，還刪除了我的記憶體！
01:17
it erased my ROMs!
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01:19
Now the Mac makes the sounds of silence.
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現在麥金塔只能發出無聲的聲音了！
我幻想著
01:25
In my dreams I fantasize
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要對你們進行報復，
01:28
of wreaking vengeance on you guys.
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像是撞壞你們的摩托車，
01:32
Say your motorcycle crashes.
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然後你們的血噴灑出來，在你們奄奄一息的時候，
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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打電話叫救護車和醫生來，但你們看到的卻是我！
01:45
But you get me.
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(笑聲)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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你們只能聽到無聲的聲音！
01:52
(Music)
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01:55
(Applause)
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(掌聲)
謝謝！晚安，歡迎這位
01:57
Thank you.
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01:59
Good evening and welcome to:
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「曾經擔任過百老匯伴奏的TED演講者」...
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(笑聲)
02:03
(Laughter)
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好，在我六年前接下紐約時報專欄作家的工作時，
02:04
When I was offered the Times
column six years ago,
column six years ago,
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那時他們告訴我：你會收到最酷、最炫、最熱門的新玩意兒，
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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每個星期都會送到你家，
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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你得試試、玩玩、好好看看這些玩意兒，
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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然後在你玩膩之前把他們送回去，
這樣就有薪水可領了。你考慮看看。
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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我一直都對科技很著迷，我超愛科技的，
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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但這個工作有一個小缺點，
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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他們會把我的電子郵件地址印在我的專欄最下方！
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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然後我看到...一開始我就收到一大堆的郵件！
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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如果你覺得很孤獨的話，
02:42
If you ever are feeling lonely,
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02:44
get a New York Times column,
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應徵這份工作就對了，你會收到
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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成千上萬的電子郵件，而其中大家談的最多的，
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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就是挫折。
02:52
People are feeling like things --
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大家都感覺...噢，
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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我的螢幕出現了一個警告訊息，還好你們看不到。
02:58
Lucky you can't see it.
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大家都覺得被排山倒海而來的科技淹沒了，有太多發展太快的科技了，
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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他們或許對我們的生活有幫助，
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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但我覺得這些科技背後的支援卻不完備，
沒有充份的說明，在設計這些科技的時候，
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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也沒有週密的思考，好讓這些東西更好用、更容易使用。
03:12
to make it easy and enjoyable to use.
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有一次，我在專欄裡寫了我向戴爾(Dell)電腦
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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求助的經驗，結果在12個小時之內，
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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就有700多封讀者的回信出現在紐約時報的讀者信箱，
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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有的人說「我也有同樣經驗...」，
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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有人則說「心有戚戚焉」，我把這種反應稱為「軟體憤怒狂潮」。
03:30
I call it "software rage."
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各位，我認為只要有人能想出如何靠
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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這些憤怒的情緒發財--
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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噢，怎麼跑出這個畫面？開玩笑的。
(笑聲)
03:40
(Laughter)
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好，為什麼這個問題愈來愈嚴重？很諷刺的是，
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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有部分原因是因為科技界人士老是想著
03:46
because the industry
has put so much thought
has put so much thought
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要讓他們的東西更容易使用，
03:49
into making things easier to use.
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我來說明一下這是什麼意思。
03:51
I'll show you what I mean.
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03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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這是我們以前所使用的電腦界面--DOS，
經過這些年之後，變得比較好用一些了。
03:57
Over the years, it's gotten easier to use.
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這是原始的麥金塔作業系統，
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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那時的總統是雷根，瑪丹娜的頭髮也還是棕色的，
04:05
And the entire operating system --
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而這整個作業系統--
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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這是它的優點--這整個作業系統只有211K的大小，
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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現在就連麥金塔OS 10的標誌都不只211K這麼大！
(笑聲)
04:15
(Laughter)
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諷刺的地方就在這裡，當這些東西愈來愈容易使用時，
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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就吸引了更多、更不懂科技的消費者，
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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想要來試用這些新玩意兒。
04:25
with this equipment for the first time.
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有一次，我獲得了坐在蘋果電腦客服中心一天的尊榮禮遇，
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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04:32
for a day.
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有一個人拿了耳機讓我聽他們的對話，
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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那些對話內容你早就聽過了：
「為保障服務品質，我們將為您的來電進行錄音。」
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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嗯嗯，你的電話會被錄下來哦...
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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然後他們會選出最好笑、最白痴的客戶來電，
收錄在一張CD上，傳給大家聽！
04:48
and pass them around on a CD.
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(笑聲)
04:50
(Laughter)
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他們真的這樣搞啊...
04:51
Which they do.
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04:52
(Laughter)
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(笑聲)
我也有那張CD哦...
04:54
And I have a copy.
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04:55
(Laughter)
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(笑聲)
04:56
It's in your gift bag. No, no.
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就放在你們的贈品袋裡...不不不，
裡面就有你的聲音！
04:58
With your voices on it!
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有些來電真是太經典了，但也很容易理解。
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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有位女士打電話到蘋果電腦，
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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抱怨她的滑鼠吱吱亂叫，就是發出吱吱的怪聲。
05:09
Making a squeaking noise.
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客服人員就問：「小姐，請問你說說滑鼠吱吱亂叫是什麼意思？」
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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她說：「我每次把滑鼠
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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放在螢幕上滑動得愈快，它就叫得愈大聲！」
05:17
the faster I move it across the screen."
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(笑聲)
05:19
(Laughter)
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客服人員說：「小姐，你是把滑鼠放在螢幕上嗎？」
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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她回說：「嗯，螢幕上就寫說『按這裡繼續』啊...」
(笑聲)
05:29
(Laughter)
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05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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噢，如果你們覺得這很好笑，我們還有多少時間？
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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再講一個吧...有位男士打進來了，這是真的故事哦！
他的電腦當機了，然後他告訴客服人員，
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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無論他輸入多少次「11」，都無法重新啟動電腦。
客服人員問：「什麼？為什麼要輸入11？」
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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他說：「螢幕就寫『錯誤按11(Error Type 11)』啊...」(其實是錯誤訊息碼11)
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(笑聲)
我們得承認有些問題是消費者自己造成的，
05:57
So, we must admit
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06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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但是為什麼這種科技泛濫的問題、
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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這種日趨複雜的問題，現在卻愈演愈烈？在硬體方面，
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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由於消費者不斷要求業者把東西做得更小，
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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所以這些新玩意兒就變得愈來愈小，
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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但我們的手指也還是原來的大小啊！
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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對我們來說卻變得愈來愈難使用！
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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軟體方面則承受另外一種壓力：
要求開發更為先進的版本。
06:24
the mandate to release
more and more versions.
more and more versions.
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06:27
When you buy a piece of software,
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當你買了某個軟體時，那並不像是買個花瓶、
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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或是買支棒棒糖那樣，你可以擁有那個東西，
軟體比較像是去參加某個俱樂部，每年都得付會費，
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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每一年軟體業者都會說：
06:35
and every year, they say,
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06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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「我們又加入了更多新的功能，只賣99元哦！」
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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我認識一個人，這幾年光是在Photoshop上就花了4,000美金！
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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而軟體公司光是靠為軟體升級，
就可以創造35%的營收。
06:48
from just these software upgrades.
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我把這個稱為「軟體升級謬論」--
06:50
I call it the Software Upgrade Paradox --
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如果你一直不斷改良某個軟體，
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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那就不是原來那個軟體了啊！
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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我們看看，微軟的Word在艾森豪年代
只不過是個文書處理軟體而已，
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(笑聲)
07:05
But what's the alternative?
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但接下來呢？微軟真的嚐試過改良這個軟體，但他們說：
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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「等一下，大家都在抱怨我們加入太多功能了，
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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我們是不是應該發展一套只有文書處理功能的文書處理軟體？
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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簡單、單純、不用連結網路、也不具備資料庫功能？」
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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結果他們真的推出了這套軟體，叫做微軟Write，
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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我看你們沒有人點頭，應該沒人知道這個軟體吧？因為它停產了！
07:25
It tanked. No one ever bought it.
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沒人買這個軟體！
07:27
I call this the Sport Utility Principle.
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我把這稱為「運動器材原理」，大家都喜歡
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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買些有的沒的，不是嗎？
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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沒人需要資料庫和網路連結，但是大家都說：
「嗯，我會升級啊...或許有一天我會用到這個功能啊！」
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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問題是，你加了這麼多功能，要放在哪裡？
你要把這些功能放在哪個角落？你只有這些功具列而已，
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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只有按鈕、捲軸、對話視窗、工具視窗而已，
07:53
But if you're not careful
about how you choose,
about how you choose,
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一不小心選到不該選的，就會變成這樣：
07:56
you wind up with this.
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07:57
(Laughter)
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(笑聲)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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這不是開玩笑的，這是原版、沒有修片的Word照片，
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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把所有工具列都打開就是這個樣子。
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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顯然大家都沒有把全部的工具列打開過，
能夠輸入文字的空間就只剩下面這一點了...
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(笑聲)
我們已經進入了界面矩陣時代，
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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有這麼多功能和選項可供選擇，要在二維空間裡才能處理，
08:23
you have to do two dimensions, you know:
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就是垂直和水平空間。大家都在抱怨為什麼Word
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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老是自動幫每一個項目都加上項目符目，還把連結自動加上底線，
08:31
and underlining your links automatically.
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一定有什麼地方可以把這些功能關閉吧？
08:33
The off switch is in there somewhere.
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我來告訴你，就在那兒！
08:36
I'm telling you -- it's there.
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設計的藝術就是要掌握精簡原則、要有好的界面、
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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而且要知道什麼時候該用什麼功能。
這就是Windows 2000關閉功能的對話方塊。
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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裡面只有四個選項，
08:48
There are only four choices,
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那幹嘛要另外跳出一個視窗來選啊？
08:50
so why are they in a pop-up menu?
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又不是說我們需要的其他功能已經擠滿了螢幕，
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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讓我們選不到這些功能，
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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就不能把這些選項放在明顯的地方嗎？
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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這是蘋果電腦所設計的相同功能的對話方塊。
09:04
(Applause)
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(掌聲)
謝謝！對，是我設計的...噢，不，不是。
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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我們從這裡就可以看出蘋果和微軟
在軟體設計上的重大分歧，
09:12
have a severely divergent
approach to software design.
approach to software design.
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微軟對於簡化的定義是：
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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把步驟拆得更細，多走幾個步驟，
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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到處都有這種小精靈幫手。
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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大家都知道今年(2006)秋天微軟就要推出新的視窗版本了，
如果他們堅持這種步調，
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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天知道最後他們會變成怎樣。
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(掌聲)
09:35
(Laughter)
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09:36
(Applause)
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歡迎使用「輸入一個字」精靈，好，先按「下一步」，
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(掌聲)
09:48
(Applause)
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在下拉式選單裡，選擇您所要輸入的字母。
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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(笑聲)
09:53
(Laughter)
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09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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這是我們不願意跨越的障礙，我們該怎麼辦？
09:58
So what is the answer?
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為什麼不把這些功能全都以簡單、聰明好用的方式包裝起來？
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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10:03
I believe in consistency, when possible,
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我相信軟體設計需要一致性，
我也相信軟體設計需要模擬真實世界，像是要有資源回收筒、標籤等等，
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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但我拜託在座的設計師，
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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如果你們設計的軟體違背了「聰明好用」這個最高指導原則，
10:16
which is intelligence.
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那就不應該再遵守那些規則。這是什麼意思？
10:17
Now what do I mean by that?
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我來舉幾個例子說明有些時候「聰明好用」
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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並不代表一致性，但確實比較好。
如果你在網路上買東西，你應該要輸入地址，
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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要選擇你所在的國家，對吧？
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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全世界有200個國家，我們總認為網路就像個地球村，
10:31
There are 200 countries in the world.
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10:33
We like to think of the Internet
as a global village.
as a global village.
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很抱歉，還沒有那麼快，
10:35
I'm sorry; it's not one yet.
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大部分使用網路的國家還是美國、歐洲和日本，
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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但美國為什麼要用「U」開頭？
10:39
So why is "United States" in the "U"s?
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(笑聲)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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你得一直往下轉，轉了大約七個螢幕才會找到美國，
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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所以如果把美國排在第一位，雖然不一致，
10:49
but it would be intelligent.
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但卻很好用。另外一個例子是以前就有人提過的，
10:51
This one's been touched on before,
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就是為什麼當你要關機的時候
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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要先按「開始」？
11:00
(Laughter)
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(笑聲)
接下來是我最喜歡的例子：你有一台印表機，
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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大部分時間，你都只想從那台印表機印出
11:11
in page order, on that printer.
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一份文件，按頁數排好，
但究竟為什麼每次要印的時候都會看到這個？
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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活像747的駕駛艙！
(笑聲)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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而最下面的按鈕竟然不是「列印」！
(笑聲)
11:26
(Laughter)
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11:30
(Applause)
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(掌聲)
我並不是說蘋果電腦是唯一知道如何掌握「簡單」
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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這個原則的公司，
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm也掌握得很好，尤其是在以前那個年代，掌握得非常好。
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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我曾在90年代Palm正飛黃騰達的時候，在Palm發表演說，
演說結束之後，有一個員工來找我，
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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他說：「講得不錯！」我說：「謝謝！你是負責什麼工作？」
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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他說：「我是點擊計數員。」
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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我說：「什麼計數員？」他說：「嗯，我們的總裁傑夫．霍金斯說，
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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『Palm Pilot上若有任何一個功能需要點擊超過三次以上的，
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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那就太長了，就要重新設計。』所以我就是那個點擊計數員。」
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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12:04
So I'm the tap counter."
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我們來看看沒有點擊計數員的公司，設計出來的產品
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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是什麼樣子。
12:10
(Laughter)
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回到微軟Word，好，當你想要開啟一個空白的Word文件，
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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絕對超過三次點擊！
12:17
it could happen.
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(笑聲)
12:18
(Laughter)
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先到檔案功能表選取「開新檔案」，
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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按下去後會出現什麼？你看到新的空白文件了嗎？
12:29
Do you get a new blank document?
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並沒有。
12:31
You do not.
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反而在螢幕的另一端，出現了一條工具列，
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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而在那些連結中--不是在最上面哦--是在那些連結中，
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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才有可以開啟空白文件的按鈕。
好，這就是沒有點擊計數員的公司。
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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我可不想一直站在這裡取笑微軟...
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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觀眾：繼續講啊...
大衛．普格：好啦！我是很想啦！
12:53
Yes, I do.
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(笑聲)
12:54
(Laughter)
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12:55
(Applause)
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(掌聲)
比爾．蓋茲之歌！
12:59
The Bill Gates song!
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13:00
(Piano music)
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我一直是個電腦狂，我寫出最原始的DOS，
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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我把的自己的軟體和IBM放在一起，
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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我賺了大錢，他們卻賠慘了！
13:16
(Laughter)
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(笑聲)
我寫的程式全世界的人都會使用，
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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每個人都要向我繳交權利金。
13:24
I'm getting royalties from everyone.
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有時我的程式像垃圾，但媒體卻搞不清楚，
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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你只要買電腦，就要買我的軟體。
13:33
You buy the box; I'll sell the code.
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每一家軟體公司都在幫微軟開發程式，
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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這年頭好點子是不會被埋沒的。
就連Windows也是抄來的，用麥金塔隨便改改就可以，
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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所以Windows又大又慢，但你沒有別的選擇，我可不想白幹，
13:55
I'm not doing this for praise.
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我的程式適合普羅大眾，
13:58
I write the code
that fits the world today.
that fits the world today.
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各方面都平庸無奇。
14:03
Big mediocrity in every way.
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我們已經統治這個星球，
14:07
We've entered planet domination mode.
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14:11
You'll have no choice; you'll buy my code.
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你們別無選擇，只能買我的程式。
14:17
I am Bill Gates and I write the code.
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我就是比爾．蓋茲，是我寫了這些程式。
14:24
(Applause)
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(掌聲)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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但說實在的，我覺得其實有二個微軟，
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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舊的微軟負責Windows和Office，
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
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他們很想把這些東西全都丟掉，再開發新的東西，
但他們做不到，因為有太多外加的程式鎖死他們，
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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其他公司的軟體也和這個舊的1982年產品互相掛鈎。
14:46
locks into the old 1982 chassis.
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所以還有另外一個新的微軟，
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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他們在做的是好的、簡單的界面設計。
我喜歡Media Center PC，我也喜歡微軟的SPOT手錶，
14:54
I liked the Media Center PC.
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14:55
I liked the Microsoft SPOT Watch.
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870945
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這支手錶在市場上慘遭滑鐵盧，
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
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但不是因為它的設計不夠美或不夠簡單，
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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我這麼說好了：你願意為一支手錶
15:03
But let's put it this way:
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每個月花10美金，然後每天晚上都要像手機那樣充電，
15:04
would you pay $10 a month to have a watch
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15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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然後只要你去到別的城市，這支手錶就不能用嗎？
15:10
and stops working
when you leave your area code?
when you leave your area code?
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15:13
(Laughter)
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2598
(笑聲)
種種跡象顯示，這種日趨複雜的設計趨勢只會愈來愈糟，
15:15
So, the signs might indicate
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15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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沒有解決辦法嗎？螢幕變得愈來愈小，
15:21
So is there any hope?
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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大家都很高興可以把各種手冊放進電腦裡，
15:25
putting manuals in the boxes,
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新科技正以愈來愈快的速度上市。
15:27
things are coming out at a faster pace.
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15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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這真的很好玩，當賈柏斯在離開蘋果電腦12年之後，
於1997年重回蘋果電腦，那時剛好是MacWorld的展覽，
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
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他穿著黑色圓領衫和牛仔褲站在台上，
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
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做了這個動作，觀眾都瘋狂了，
15:39
and he sort of did this.
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1152
15:40
The crowd went wild,
but I had just seen --
but I had just seen --
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915608
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15:42
I'm like, where have I seen this before?
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1926
但我覺得我好像在哪裡見過這個動作？我之前剛看過「艾薇塔」這部電影...
15:44
I had just seen the movie "Evita" --
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1809
15:46
(Laughter)
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3085
(笑聲)
15:49
with Madonna,
326
924892
1158
就是瑪丹娜主演的那部電影。我得為賈柏斯唱首歌。
15:50
and I'm like, you know what?
327
926074
1748
15:52
I've got to do one about Steve Jobs.
328
927846
3097
15:55
(Music)
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1008
這個決定不容易，你一定認為我很奇怪，
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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931999
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15:59
(Laughter)
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1144
在我告訴媒體蘋果電腦前途一片灰暗之際，
16:01
When I try to explain why I'm back,
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936207
2309
我竟然要重回蘋果電腦，
16:03
after telling the press
Apple's future is black.
Apple's future is black.
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3091
你一定不相信我做了這個決定。
16:06
You won't believe me.
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941655
2595
你們只知道有個十幾歲的小孩，和他的朋友伍茲
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
335
944274
4702
16:13
with only a buddy named Woz.
336
949000
2976
一起在車庫裡開創事業，
16:16
(Laughter)
337
952000
1552
(笑聲)
你來試試怎麼和車庫押韻！
16:18
You try rhyming with garage!
338
953576
1733
(笑聲)
16:20
(Laughter)
339
955333
2442
16:22
Don't cry for me, Cupertino.
340
957799
2875
別為我哭泣，古波蒂諾(蘋果電腦總部所在地)，
(笑聲)
16:25
(Laughter)
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1322
我真的從未離開過你。
16:26
The truth is, I never left you.
342
962044
2932
(笑聲)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
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3535
我知道遊戲規則了，我也知道祕訣是什麼，
我靠皮克斯（動畫公司）發了財，
16:33
I made a fortune over at Pixar.
344
968559
3417
16:36
(Laughter)
345
972000
1039
(笑聲)
別為我哭泣，古波蒂諾，我還有動力，也有夢想，
16:37
Don't cry for me, Cupertino.
346
973063
2651
16:40
I've still got the drive and vision.
347
976182
3313
不管什麼天氣，我都還是穿著涼鞋，只不過現在
16:44
I still wear sandals in any weather.
348
979519
3452
16:47
It's just that these days,
349
982995
1981
16:49
they're Gucci leather.
350
985000
1976
換成了Gucci的皮革。
16:51
(Laughter)
351
987000
1976
(笑聲)
16:53
(Applause)
352
989000
6908
(掌聲)
17:01
Thank you.
353
996258
1158
17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
354
997815
4708
謝謝！賈柏斯始終堅持簡單、高雅、
和優美的設計。但是這幾年下來，
17:07
And the truth is,
355
1002547
1897
我卻覺得很沮喪，因為美國人根本不懂得欣賞這種美，
17:09
for years I was a little depressed,
356
1004468
2128
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
1006620
2273
17:13
because the Mac had
three percent market share,
three percent market share,
358
1008917
2277
因為麥金塔的市佔率只有3%，
而windows卻有95%的市佔率，
17:16
Windows had 95 percent market share --
359
1011218
1857
大家根本不認為這種美感值得花錢去買。
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
360
1013099
2877
17:20
So I was a little depressed.
361
1016000
1791
所以我有點沮喪，但我聽了高爾(前美國副總統)的演講後，
17:22
And then I heard Al Gore's talk,
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1017815
1557
我才發現我根本不瞭解沮喪是什麼意思。
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
363
1019396
2539
(笑聲)
17:26
(Laughter)
364
1021959
1017
但我發現我錯了！因為iPod上市了！
17:27
But it turns out I was wrong, right?
365
1023000
1737
17:29
Because the iPod came out,
366
1024761
1733
iPod違反了每一種軟體設計規則。
17:31
and it violated every bit
of common wisdom.
of common wisdom.
367
1026518
2618
別人的產品比較便宜、也有比較多的功能，
17:33
Other products cost less;
other products had more features,
other products had more features,
368
1029160
2976
還可以錄音，又有FM發話器，
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
369
1032160
2737
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
370
1034921
3222
他們都用微軟開放的軟體架構，
而不像蘋果限定在自己的架構裡。
17:42
not Apple's propriety standard.
371
1038167
1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
372
1039905
2572
但是iPod成功了！這就是消費者要的東西！
這件事告訴我們：簡單就好賣。
17:47
The lesson was: simplicity sells.
373
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2263
17:49
And there are signs that the industry
is getting the message.
is getting the message.
374
1044788
2874
跡象顯示科技業者已經漸漸瞭解這個趨勢，
有一家小公司就做得很好，既簡化又高雅，
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
375
1047686
3591
就是Sonos，它正在努力趕上這波浪潮。
17:56
The Sonos thing -- it's catching on.
376
1051301
1739
還有很多這一類的例子，最近就有一個很酷、
17:57
I've got just a couple examples.
377
1053064
1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
378
1054786
3676
又高雅的點子出現了。
18:03
When you have a digital camera,
379
1058486
1953
如果你手上有一台數位相機，要怎麼把相片傳到電腦上？
18:05
how do you get the pictures
back to your computer?
back to your computer?
380
1060463
3243
你可以拉一條USB傳輸線，也可以用讀卡機來傳輸，
18:08
Well, you either haul around a USB cable,
381
1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
382
1066096
2156
不管怎樣，都很複雜。我的方法是，
18:13
Either one, you're going to lose.
383
1068276
1587
18:14
What I do is, I take out the memory card,
384
1069887
2459
把記憶卡拿出來，對折，露出USB的接點，
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
385
1072370
5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
386
1077739
2658
插在電腦上，下載相片，再把記憶卡放回照相機，
18:25
put it right back in the camera.
387
1080421
1539
就這麼簡單！
18:26
I never have to lose anything.
388
1081984
1800
18:28
Here's another example.
389
1083808
1537
還有另一個例子，克里斯，你來演電源好嗎？
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
390
1085369
3070
假裝你是個插座？
克里斯：噢，好啊。
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
391
1088463
2740
大衛：抓好不要放掉，你們可能看過這台電腦，
這是蘋果的新型筆記型電腦，這是電源線，就這樣連在電腦上。
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
392
1091227
2421
18:38
This the power cord.
It hooks on like this.
It hooks on like this.
393
1093672
2024
我相信各位以前一定都有過這種經驗，
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
394
1095720
3397
或是你的小孩曾經做過，就是這樣走過去，
18:43
or one of your children.
395
1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
396
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2825
拉扯電線然後把電腦摔在地上。沒關係，反正這台是借來的，
18:47
I don't care. It's a loaner.
397
1103189
1336
來吧！哇！那是磁性插頭，根本不會把電腦拉扯摔到地上！
18:49
Here we go. Whoa!
398
1104549
1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
399
1105756
3069
18:53
(Applause)
400
1108849
4127
(掌聲)
18:57
In my very last example --
401
1113000
1969
再舉最後一個例子。我工作時經常使用
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
402
1114993
3976
語音聽寫軟體，我要請你們稍微安靜一點，
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
403
1118993
2230
因為這個軟體會緊張。好，
19:06
because the software is nervous.
404
1121247
1603
語音聽寫軟體可以幫助我們快速地撰寫電子郵件，句號。
19:08
Speech recognition
software is really great
software is really great
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1123524
2080
19:10
for doing emails very quickly; period.
406
1125628
2530
比如說，我每天會收到上百封的電子郵件，句號。
19:12
Like, I get hundreds of them
a day; period.
a day; period.
407
1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
408
1130845
3291
這個軟體不只會幫我把說出來的語句書寫下來，句號。
還有一個稱為「語音作家」的功能，句號。
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
409
1134160
3190
把「dissuade」改成「Not just」。
19:23
Correct "dissuade."
410
1138920
1182
19:28
Not "just."
411
1143999
1154
嗯，這裡不太適合操作這個軟體，
19:32
Ok, this is not an ideal situation,
412
1147248
1682
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
413
1148954
2539
因為大廳裡會產生回音。
重點是，我可以只簡單說幾句話，
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
414
1151517
4236
它就會幫我寫成一大篇文字回覆給某人。
19:40
and having it write out
a much longer thing.
a much longer thing.
415
1155777
2072
如果有某個粉絲寄信給我，我會說：
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
416
1157873
2366
「多謝了！」
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
418
1161444
2507
(笑聲)
19:48
(Laughter)
419
1163975
1001
19:49
(Applause)
420
1165000
2976
(掌聲)
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
421
1168000
4438
反過來說，如果有人寄封怒罵的信給我，這可是常有的事，
19:57
which happens daily --
422
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2302
19:59
I say, "Piss off."
423
1174788
2052
我就會說：「滾蛋！」
(笑聲)
20:04
(Laughter)
424
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1317
20:05
[I admire your frankness ...]
425
1180849
2472
20:08
(Laughter)
426
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1631
20:09
(Applause)
427
1185000
5353
(掌聲)
這就是我見不得人的小祕密，可別告訴其他人哦！
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
428
1190377
2599
20:17
(Laughter)
429
1193000
1115
(笑聲)
這真的很有趣，
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
430
1194139
2837
20:21
This is version eight of this software,
431
1197000
1878
這是這個軟體的第八個版本，你知道裡面放了什麼嗎？
20:23
and do you know what they put
in version eight?
in version eight?
432
1198902
2198
完全沒有新功能！這在軟體界可算是前所未有的舉動！
20:25
No new features. It's never
happened before in software!
happened before in software!
433
1201124
3062
他們沒有新增任何功能，他們只說：
20:29
The company put no new features.
434
1204210
1731
20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
435
1205965
3615
「我們希望這個軟體能運作得更好。」這就對了！
因為這麼多年以來，大家買了這個軟體，用過之後，
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
436
1209604
3216
發現有95%的準確率，也就是說，在20個字裡會有一個錯字，
20:37
95 percent accuracy was all they got,
437
1212844
1801
20:39
which means one in 20 words is wrong --
438
1214669
1896
於是大家都收起來不用，那家公司再也受不了這種情況，
20:41
and they'd put it in their drawer.
439
1216589
1627
20:43
And the company got sick of that,
440
1218240
1580
於是他們決定：「我們不會在這個版本裡新增任何功能，
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
441
1219844
2836
但我們保證會做到絕對正確。」
20:47
but make sure it's darned accurate."
442
1222704
1733
他們就是這樣做，這股「把事情做對」的風潮已經蔓延開來了，
20:49
And so that's what they did.
443
1224461
1349
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
444
1225834
2588
所以最後我想給消費者一個建議：
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
445
1228446
3496
要記住，如果東西不好用，不一定是你的問題，好嗎？
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
446
1231966
4010
21:00
It could be the design
of the thing you're using.
of the thing you're using.
447
1236000
2334
有可能是設計出了問題，
要知道有好的設計，也有不好的設計。
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
448
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而如果你是負責設計的人，要做到「簡單」並不容易，
21:05
And if you're among the people
who create this stuff:
who create this stuff:
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21:08
Easy is hard.
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事先為你的消費者多想一想，算算點擊數量，
21:10
Pre-sweat the details for your audience.
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21:12
Count the taps.
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21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
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要記住，最難的不是去新增什麼功能，
21:16
it's deciding what to leave out.
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而是去刪掉某些功能。
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
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最重要的是要記住：簡單就好賣。
克里斯：太棒了！
21:22
CA: Bravo. DP: Thank you very much.
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大衛：謝謝大家！
克里斯：太棒了！
21:24
CA: Hear, hear!
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(掌聲)
21:25
(Applause)
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ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com