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DavidPogue_2006-_至简畅销_
Hello voicemail , my old friend. 语音信箱 我的老朋友?
voicemail:n.语音信箱;
(Laughter) (笑声)
I've called for tech support again. 我又打了技术支持电话?
I ignored my boss' warning. I called on a Monday morning. 我没听老板的警告 在周一早上打的?
ignored:v.忽视;对…不予理会;佯装未见;不予理睬;(ignore的过去分词和过去式)
Now it's evening, and my dinner first grew cold -- and then grew mold . 现在已是晚上 我的食物先变凉 -- 继而发霉?
mold:n.模具;模型;霉菌;类型;v.用可塑材料塑成;浇铸;发霉;
I'm still on hold. I'm listening to the sounds of silence. 我仍被搁置 我正聆听着寂静之声?
I don't think you understand. I think your phone lines are unmanned . 我觉得你不明白 我认为你们的电话线无人值守?
unmanned:adj.无人的; v.使失去男子气质(unman的过去式和过去分词形式);
I punched every touch tone I was told, but I still spent 18 hours on hold. 我敲打了每个提示的按键? 但我还是被晾了18小时?
punched:v.拳打;以拳痛击;给…打孔;按(键);(punch的过去分词和过去式) tone:n.语气:风格:特色:声音信号:v.使更结实:与…协调:
It's not enough your software crashed my Mac and it constantly hangs and bombs -- it erased my ROMS ! Now the Mac makes the sounds of silence. 你们的软件不但宕了我的Mac? 还一直挂起和破坏 -- 擦除了我的ROM! 现在那Mac? 发出了寂静之声?
constantly:adv.不断地;时常地; erased:v.清除;消除;消灭;擦掉,抹掉(erase的过去分词和过去式) ROMS:n.吉卜赛男人(Rom的复数形式);
In my dreams I fantasize of wreaking vengeance on you guys. 我在梦中幻想? 对你们实施报复?
fantasize:v.想象;幻想;做白日梦; wreaking:v.造成(巨大的破坏或伤害);(wreak的现在分词) vengeance:n.复仇;报复;报仇;
Say your motorcycle crashes. 咒你摩托出了车祸?
Blood comes gushing from your gashes . With your fading strength, you call 9-1-1 and you pray for a trained MD. But you get me. 血流成河 你颤抖着? 拨了911 祈祷叫到专业医师 但却叫到了我?
gushing:v.喷涌; adj.过分热情的; gashes:n.很深的裂缝;砍得很深的伤口;vt.划开;砍入很深;(使)负深伤; fading:v.(使)变淡,变暗;逐渐消失;衰退,衰落(fade的现在分词)
(Laughter) (笑声)
And you listen to the sounds of silence. 于是你只听到寂静之声?
(Applause) (掌声)
Thank you. Good evening and welcome to "Spot the TED Presenter Who Used to Be a Broadway Accompanist ." 谢谢 晚上好 欢迎来到 -- “见证曾是百老汇伴奏的TED演讲者
Presenter:主持人 Broadway:n.百老汇(美国纽约市戏院集中的一条大街); Accompanist:n.伴奏者;伴随者;
(Laughter) (笑声)
OK. When I was offered the Times column six years ago, the deal was like this: you'll be sent the coolest, hottest, slickest new gadgets . 当我在六年前得到纽约时报专栏的工作时 有人这样对我说: 你会拿到最酷 最热门 最华丽的新玩意儿
column:n.栏目,纵队; gadgets:n.小配件;小工具(gadget的复数);
Every week it'll arrive at your door. 每周都会被送到你家
You get to try them out, play with them, evaluate them until the novelty wears out, before you have to send them back. 你要试用它们 把玩它们 评估它们 玩厌了再把它们送回去
evaluate:v.评价;评估;估计; novelty:n.新奇;新奇的事物;新颖小巧而廉价的物品;
And you'll get paid for it. You can think about it, if you want. 你还可以拿到工资 好好想想吧
So I've always been a technology nut, and I absolutely love it. 我一直都是个技术控 这工作太棒了
technology:n.技术;工艺;术语; absolutely:adv.绝对地;完全地;
The job, though, came with one small downside . And that is, they intended to publish my email address at the end of every column. 然而这工作有个小缺点 那就是 我的email地址会出现在每个专栏底部
downside:n.下降趋势;底侧;adj.底侧的; intended:adj.预定的;计划的;v.打算;计划;想要;(intend的过去分词和过去式) publish:v.出版;发表;公布;
And what I've noticed is -- first of all , you get an incredible amount of email. 对此我的体会是 -- 首先 你会收到无数email
first of all:adv.首先; incredible:adj.难以置信的,惊人的;
If you ever are feeling lonely, get a New York Times column, because you will get hundreds and hundreds and hundreds of emails. And the email I'm getting a lot today is about frustration . 如果你感到孤单 就去找份纽约时报专栏的工作 因为你会收到成百 上千 上万的email。如今我收到最多的email 是有关挫折的
frustration:n.挫折;
People are feeling like things -- OK, 人们感到 -- 唔
I just had an alarm come up on my screen. Lucky you can't see it. 我的屏幕上刚弹出一个通知 好在你们看不到
People are feeling overwhelmed . They're feeling like it's too much technology, too fast. 人们感到在被淹没 他们觉得有太多技术 更新太快
overwhelmed:v.受打击,压倒;淹没;(overwhelm的过去分词和过去式)
It may be good technology, but I feel like there's not enough of a support structure . 有时候技术是好的 但我觉得在支持体系上还做得不够
structure:n.结构;构造;建筑物;vt.组织;构成;建造;
There's not enough help. There's not enough thought put into the design of it to make it easy and enjoyable to use. 没有足够的帮助 没有足够的精力被用于 设计易用和人们乐于使用的产品
enjoyable:adj.快乐的;令人愉快的;
One time I wrote a column about my efforts to reach 有一次我写了篇专栏
Dell Technical Support. And within 12 hours, there were 700 messages from readers on the feedback boards on the Times website, from users saying, "Me too!" and, "Here's my tale of woe ." I call it software rage . 记录了我呼叫戴尔技术支持的经历 不到12小时 纽约时报的网站上就出现了 超过700条读者留言。有人说 我也是! 这是我的伤心往事 。我称之为软件焦虑
Dell:n.有树林的小谷地; Technical:adj.工艺的,科技的;技术上的;专门的; feedback:n.反馈;反馈意见;回授;[电子]反馈; woe:n.麻烦;问题;困难;痛苦;苦恼;悲伤; rage:n.狂怒;暴怒;(某情况引起的)愤怒;v.发怒;怒斥;猛烈地继续;激烈进行;
And man, let me tell you, whoever figures out how to make money off of this frustration will -- oh, how did that get up there? Just kidding. 老实说 懂得在这种挫折上动脑筋 从而赚钱的人会 -- 哦 那东东怎么出来了? 开玩笑的
whoever:任何人:无论是谁:
(Laughter) (笑声)
OK, so why is the problem accelerating ? And part of the problem is, ironically , because the industry has put so much thought into making things easier to use. 那为何这问题越来越严重? 一方面的原因是 很讽刺的 因为行业花了大把精力 为了使产品更易于使用
accelerating:adj.促进的,[物]加速的;催化的; ironically:adv.讽刺地;说反话地;
I'll show you what I mean. 我来举个例子
This is what the computer interface used to look like, DOS. 这是以前计算机界面的样子 DOS
interface:n.接口;人机界面;连接电路;v.连接;
Over the years it's gotten easier to use. 随着时间推移它变得更易于使用
This is the original Mac operating system . 这是原始的Mac操作系统
original:n.原件;原作;原物;原型;adj.原始的;最初的;独创的;新颖的; operating system:n.(计算机)操作系统;
Reagan was President. Madonna was still brunette . 里根还是总统 麦当娜还是黑头发
brunette:n.浅黑肤色的女人;adj.深色的;
And the entire operating system -- this is the good part -- the entire operating system fit in 211k. 整个操作系统 -- 这就是好的地方 -- 整个操作系统只有211k
You couldn't put the Mac OS 10 logo in 211k! Mac OS X的logo都不止211k!
logo:n.标志;
(Laughter) (笑声)
So the irony is, that as these things became easier to use a less technical, broader audience were coming into contact with this equipment for the first time. 讽刺就在于 当这些东西变得更易于使用 更非技术 更广泛的受众就开始了与其的 第一次亲密接触
irony:n.讽刺;反语;具有讽刺意味的事;adj.铁的;似铁的; contact:n.接触,联系;v.使接触,联系;
I once had the distinct privilege of sitting in on the Apple call center for a day. 我曾有幸在苹果的呼叫中心坐了一天
distinct:adj.明显的;独特的;清楚的;有区别的; privilege:n.特权;优待;v.给与…特权;特免;
The guy had a duplicate headset for me to listen to. 接线员给了我一个旁听的耳麦
duplicate:v.复制;使加倍;n.副本;复制品;adj.复制的;二重的; headset:n.耳机;头戴式受话器;
And the calls that -- you know how they say, "Your call may be recorded for quality assurance ?" 那些通话 -- 你知道他们是怎么说的 为保证服务质量,您的通话可能会被录音
quality assurance:n.质量保证;
Mm-Mmm. Your call may be recorded so that they can collect the funniest dumb user stories and pass them around on a CD. 唔唔 您的通话可能会被录音 于是他们就能够收集最好玩的小白用户故事 刻成CD分发
dumb:adj.哑的,无说话能力的;不说话的,无声音的;
(Laughter) (笑声)
Which they do. 他们真的做了
(Laughter) (笑声)
And I have a copy. 我有份拷贝
(Laughter) (笑声)
It's in your gift bag. No, no. 就在你的礼物包里。不不
With your voices on it. 里面有你的声音
So some of the stories are just so classic , and yet so understandable . 有些故事堪称经典 然而也非常容易理解
classic:n.名著;优秀的典范;adj.最优秀的;第一流的;有代表性的;典型的; understandable:adj.可以理解的;可以了解的;
A woman called Apple to complain that her mouse was squeaking -- making a squeaking noise. 一位女性向苹果抱怨说 她的鼠标在吱吱叫 -- 发出嘎吱嘎吱的响声
complain:v.投诉;发牢骚;诉说; squeaking:n.[通信]滑音测试;锐音;v.吱吱叫;使尖叫(squeak的现在分词);
And the technician said, "Well, ma'am, what do you mean your mouse is squeaking?" 技术人员问 女士, 您的鼠标在吱吱叫是什么意思?
technician:n.技术员;技师;(艺术、体育等的)技巧精湛者;
She says, "All I can tell you is that it squeaks louder the faster I move it across the screen." 她说 我只知道 我让它在屏幕上动得越快它就叫得越响
squeaks:vi.告密;吱吱叫;侥幸成功;n.吱吱声;机会;vt.以短促尖声发出;
(Laughter) (笑声)
And the technician's like, "Ma'am, you've got the mouse up against the screen?" 技术人员又问 女士, 您把鼠标贴在屏幕上动?
She goes, "Well, the message said, 'click here to continue.'" 她说 提示里讲, *点此处继续.*
(Laughter) (笑声)
Well, if you like that one, how much time have we got? 如果你们喜欢那个故事...还剩多少时间?
Another one, a guy called. This is absolutely true! 另一个男人的真实故事!
His computer had crashed, and he told the technician he couldn't restart it no matter how many times he typed 11. 他的电脑宕机了 他告诉技术人员 他无法重启电脑 不管他输入多少次11
And the technician said, "What? Why are you typing 11?" He said, "The message says, 'Error Type 11.'" 技术人员说 啥? 您为啥要输入11? 他说, 提示里讲, *错误输入（类型）11.*
(Laughter) (笑声)
So we must admit that some of the blame falls squarely at the feet of the users. 因此我们必须承认我们无法指责用户
squarely:adv.直角地;诚实地;正好;干脆地;正当地;
But why is the technical overload crisis , the complexity crisis , accelerating now? In the hardware world, it's because we the consumers want everything to be smaller, smaller, smaller. 但是为何技术超载危机 复杂度危机 正在加速呢? 在硬件行业中 因为我们消费者希望东西更小 更小 更小
overload:vt.超载,超过负荷;n.超载;负荷过多; crisis:n.危机;危险期;决定性时刻;adj.危机的;用于处理危机的; complexity:n.复杂性;难以理解的局势 hardware:n.计算机硬件;五金器具; consumers:n.消费者;顾客;用户;(consumer的复数)
So the gadgets are getting tinier and tinier but our fingers are essentially staying the same size. 因此那些小玩意儿也变得越来越小 但我们的手指还是原来大小
essentially:adv.本质上;本来;
So it gets more and more of a challenge. 因此行业正不断面临挑战
Software is subject to another primal force: the mandate to release more and more versions. 软件行业则面临另一个问题 强制发布越来越多的版本
primal:adj.原始的; n.被压抑童年情绪的释放; vt.释放(被压抑的童年情绪); mandate:n.授权;命令,指令;委托管理;受命进行的工作;vt.授权;托管; release:v.释放;发射;让与;允许发表;n.释放;发布;让与;
When you buy a piece of software, it's not like buying a vase or a candy bar, where you own it. 如果你买了个花瓶 或是块糖 你可以拥有它. 但如果是软件
It's more like joining a club where you pay dues every year. 则更像是加入俱乐部 每年缴纳会费
And every year, they say, "We've added more features and we'll sell it to you for 99 dollars." 于是每年 他们都会说 我们加入了更多功能, 只卖$99.
I know one guy who's spent 4000 dollars just on Photoshop over the years. 我认识有人多年来单在Photoshop上就花了$4000
And software companies make 35 percent of their revenue from just these software upgrades . 软件公司将它们收益的35% 用于这些软件升级
revenue:n.收益;营业额;税务署; upgrades:n.[计]升级; v.[计]升级(upgrade单三形式);
I call it the Software Upgrade Paradox -- which is that if you improve a piece of software enough times, you eventually ruin it. 我称之为 软件升级佯谬 -- 当你增强一个软件足够多次 你最终会毁了它
Paradox:n.悖论,反论;似非而是的论点;自相矛盾的人或事; improve:v.改进;改善; eventually:adv.最后,终于; ruin:n.废墟;毁坏;灭亡;v.毁灭;使破产;
I mean, Microsoft Word was last just a word processor in, you know, the Eisenhower administration. 我是说 Microsoft Word仅仅是一个文字处理器的时代 还要追溯到艾森豪威尔
word processor:na.[计]文字处理器; Eisenhower:n.艾森豪威尔(美国第三十四任总统);
(Laughter) (笑声)
But what's the alternative ? Microsoft actually did this experiment. They said, "Well, wait a minute. Everyone complains that we're adding so many features. 但替代方案在哪? 微软实际做过这个实验. 他们说 等等. 每个人都抱怨说我们加入了太多特性
alternative:adj.供选择的;选择性的;交替的;n.二中择一;供替代的选择; complains:v.抱怨;控诉;发牢骚(complain的第三人称单数形式);
Let's create a word processor that's just a word processor. 让我们做一个单纯的文字处理器
Simple, pure, does not do web pages, is not a database." 简单, 纯粹, 不编辑网页, 不是数据库.
And it came out. It was called Microsoft Write. 于是就有了 Microsoft Write
And none of you are nodding in acknowledgment , because it died. 你们中没人知道它 因为它已死
acknowledgment:n.感谢;承认;承认书;
It tanked. No one ever bought it. 它被打入冷宫 没人买过它
I call this the Sport Utility Principle . People like to surround themselves with unnecessary power, right? 我称之为 运动器械原则. 人们喜欢将自己包围在 非必须的能力中
Utility:n.公用事业;实用;实用程序;adj.多用途的;多效用的; Principle:n.原理,原则;主义,道义;本质,本义;根源,源泉;
They don't need the database and the website, but they're like, "Well, I'll upgrade, because, I might, you know. I might need that someday!" 他们不需要数据库和网站 但是他们会想 好, 我要升级, 因为我或许有一天会需要它!
So the problem is, as you add more features, where are they going to go? 问题是 当你加入更多特性 它们会在哪儿?
Where are you going to stick them? You only have so many design tools. 你会把它们放在哪里? 你有那么多设计工具
You can do buttons; you can do sliders , pop-up menus, sub-menus. 你可以做出按钮 滑块 弹出菜单 子菜单
sliders:n.[机]滑块;滑动条,滑动器(slider的复数形式);
But if you're not careful about how you choose, you wind up with this. 但如果你不仔细选择的话 就会变成这样
(Laughter) (笑声)
This is an un-retouched -- this is not a joke -- un-retouched photo of Microsoft Word, the copy that you have, with all the toolbars open. 这是张未加修饰的 -- 不是笑话 -- 未加修饰的Microsoft Word的照片 你们都有的版本 打开了所有的工具条
You've obviously never opened all the toolbars, but all you have to type in is this little, teeny window down here. 显然你们从未打开过所有工具条 你们用于输入的就只是这~么小个窗口
teeny:adj.极小的;微小的;
(Laughter) (笑声)
And we've arrived at the age of interface matrices , where there are so many features and options , you have to do two dimensions , you know. 我们已进入了界面矩阵时代 有那么多特性和选项 你不得不做出2维的
matrices:n.[数]矩阵;模型;[生物][地质]基质;母岩(matrix的复数); options:n.选择; v.得到或获准进行选择; (option的三单形式) dimensions:n.规模,大小;
A vertical and a horizontal . You guys all complained about how Microsoft Word is always bulleting your lists and underlining your links automatically . 垂直的和水平的. 你们都抱怨过 为什么Microsoft Word总是自动为列表加项目符号 为链接加下划线
vertical:n.垂直线;垂直位置;adj.竖的;垂直的;直立的;纵向的; horizontal:n.水平线;水平面;横线;水平位置;adj.水平的;与地面平行的;横的; complained:v.抱怨;埋怨;发牢骚;(complain的过去分词和过去式) underlining:v.在…下划线; automatically:adv.自动地;机械地;无意识地;adj.不经思索的;
The off switch is in there somewhere. 关闭选项就在某处
I'm telling you, it's there! 我说真的 就在某处
Part of the art of designing a simple, good interface, is knowing when to use which one of these features. 设计一个简单界面的艺术 部分在于 知道何时使用何种特性
So here is the log off dialog box for Windows 2000. 这是Windows 2000的注销对话框
dialog box:n.(计算机屏幕上的)对话窗;
There are only four choices, so why are they in a pop-up menu? 只有4个选项 但为何是在弹出菜单里?
It's not like the rest of the screen is so full of other components that you need to collapse the choices. 屏幕上剩下的地方并非满是其他组件 使得你需要折叠选项
components:n.部件;组件;成份(component复数); collapse:vi.倒塌;瓦解;暴跌;vt.使倒塌,使崩溃;使萎陷;折叠;n.倒塌;失败;衰竭;
They could have put them all out in view. 他们其实可以把选项放到外面
Here's Apple's take on the exact same dialog box. 这是苹果的同一个对话框
(Applause) (掌声)
Thank you -- yes, I designed the dialog box. No, no, no. 谢谢 -- 是我设计了这个对话框. 不不不
Already, we can see that Apple and Microsoft have a severely divergent approach to software design. 我们已经看到苹果和微软 对于软件设计有着相当不同的方法
severely:adv.严重地;严格地,严厉地;纯朴地; divergent:adj.相异的,分歧的;散开的; approach:n.方法;路径;v.接近;建议;着手处理;
Microsoft's approach to simplicity tends to be: let's break it down, let's just make it more steps. 微软达到简单的方法是 拆分 采用更多的步骤
simplicity:n.朴素;简易;天真;愚蠢;
There are these wizards everywhere. 于是这些向导变得到处都是
wizards:n.术士;巫师;奇才(wizard的复数);
And you know, there's a new version of Windows coming out this fall. 你们知道 新版本的Windows今年秋天推出
If they continue at this pace, there's absolutely no telling where they might wind up. 如果他们继续这么做 没人知道 他们会做成什么样
(Applause) (掌声)
Welcome to the Type-A-Word Wizard. OK, I'll bite. Let's click "next" to continue. 欢迎来到 输入一个单词 向导. 好吧 让我们点 下一步 继续
(Applause) (掌声)
From the drop-down menu , choose the first letter you want to type. OK. 从下拉菜单中, 选择您要输入的第一个字母. 恩
drop-down menu:n.下拉式选单;
(Laughter) (笑)
So there is a limit that we don't want to cross. So what is the answer? 因此我们做事要有限度 但答案在哪?
How do you pack in all these features in a simple, intelligent way? 如何才能将所有这些特性以简单 智能的方式包装起来?
intelligent:adj.有才智的;悟性强的;聪明的;有智力的
I believe in consistency when possible, real-world equivalents , trashcan folder when possible, label things mostly. 我信仰 保持一致 真实对等 使用回收站 使用标注
consistency:n.[计]一致性;稠度;相容性; real-world:adj.现实生活的;工作的; equivalents:n.[化学]当量(equivalent的复数);同等设备;等同物; trashcan:n.垃圾桶; folder:n.文件夹;折叠机;折叠式印刷品; label:n.标签;标记;谓;唱片公司;v.贴标签于;用标签标明;
But I beg of the designers here to break all those rules if they violate the biggest rule of all, which is intelligence . Now what do I mean by that? 但我请求在场的设计师们 打破这些规则 如果它们抵触了最大一条规则 那就是 智能 . 什么意思呢?
violate:v.违反,违背(法律、协议等);侵犯(隐私等);亵渎; intelligence:n.智力;智慧;才智;(尤指关于敌国的)情报;
I'm going to give you some examples where intelligence makes something not consistent , but it's better. 我会举一些例子 说明智能让某些事物 失去一致 但却更好
consistent:adj.始终如一的,一致的;坚持的;
If you are buying something on the web, you're supposed to put in your address and you're supposed to choose which country you're from, okay? 比如你在网上购物 你需要输入你的地址 以及你所在的国家 好了
supposed:adj.误信的;所谓的;v.认为;假设;设想;(suppose的过去分词和过去式)
There are 200 countries in the world. We like to think of the Internet as a global village . 世界上有200多个国家. 我们常说互联网是地球村
global village:n.地球村(指整个世界作为一个由电子通信系统连接的单一集体);
I'm sorry, it's not one yet. 对不起 它还不是
It's mainly , like, the United States, Europe and Japan. 主要是美国 欧洲和日本
mainly:adv.大多;大部分;主要地;首要地; United:adj.联合的; v.联合,团结; (unite的过去分词和过去式)
So why is United States in the "U"s? 但为何美国在 U 字部?
(Laughter) (笑声)
You have to scroll , like, seven screens-full to get to it. 你得要滚动7个屏才能找到它
scroll:n.纸卷;卷轴;涡卷形装饰;v.滚屏;滚动;
Now it would be inconsistent to put United States first, but it would be intelligent. This one's been touched on before, but why in God's name do you shut down a Windows PC by clicking a button called "Start?" 虽然把美国放在第一位会不一致 但这显得智能. 另一个老故事 看在上帝的份上 为何关闭一台Windows PC时 要点 开始 按钮?
inconsistent:adj.不一致的;前后矛盾的;
(Laughter) (笑声)
Here's another pet one of mine: you have a printer. 另一个我经常说的故事: 你有一台打印机
Most of the time, you want to print one copy of your document, in page order, on that printer. 大多数时候 你只想打印文档的一份拷贝 按照页码顺序排列
So why in God's name do you see this every time you print? 看在上帝的份上 为何每次打印时你都会看到这个?
It's like a 747 shuttle cockpit . 看上去就像747的驾驶舱
shuttle:n.穿梭班机、公共汽车;梭;梭子;v.频繁往来;往返运送 cockpit:n.驾驶员座舱;战场;
(Laughter) (笑声)
And one of the buttons at the bottom, you'll notice, is not "Print." 看这里底部的按钮 还不是 打印
(Laughter) (笑声)
(Applause) (掌声)
Now, I'm not saying that Apple is the only company who has embraced the cult of simplicity. 我不是说苹果是唯一一家 将简单视为信条的公司
embraced:v.拥抱;欣然接受,乐意采纳;信奉;包含;(embrace的过去分词和过去式) cult:n.崇拜; adj.受特定群体欢迎的;
Palm is also, especially in the old days, wonderful about this. Palm也是 尤其是在过去 精于此道
Palm:n.手掌;手心;棕榈树;v.把…藏在手中(尤指玩戏法); especially:adv.尤其;特别;格外;十分;
I actually got to speak to Palm when they were flying high in the '90s, and after the talk, I met one of the employees. 我曾在90年代Palm鼎盛时去作过演讲 结束后 我遇到一位员工
He says, "Nice talk." And I said, "Thank you, what do you do here?" 他说 很精彩 我说 谢谢, 你是做什么的?
He said, "I'm a tap counter." 他说 我是点击计数员
I'm like, "You're what?" He goes, "Well, Jeff Hawkins, the CEO, says, 'If any task on the Palm Pilot takes more than three taps of the stylus , it's too long, and it has to be redesigned .' So I'm the tap counter." 我说 你是啥? 他说 我们的CEO Jeff Hawkins说 任何在Palm Pilot上的任务如果需要超过3次点击 那就太长了, 需要重新设计.* 所以我是点击计数员.
Palm Pilot:掌上电脑; stylus:n.铁笔;唱针;尖笔;药笔剂; redesigned:adj.重新设计的;修订的;v.重新设计;重新制订(redesign的过去式);
So I'm going to show you an example of a company that does not have a tap counter. 我来举个例子 如果一个公司没有 点击计数员
This is Microsoft Word, OK. When you want to create a new blank document in Word 这是Microsoft Word. 当你需要创建一个新文档
- it could happen! - 这是能做到的!
(Laughter) (笑声)
You go up to the File menu and you choose "New." Now, 你到 文件 菜单里选择 新建
What happens when you choose "New?" Do you get a new blank document? 选了 新建 后会发生什么? 你得到新文档了么?
You do not. 没有
On the opposite side of the monitor, a task bar appears, and somewhere in those links -- by the way , not at the top -- somewhere in those links is the button that makes you a new document. 在显示器的另一端 出现了一个任务栏 在这些链接之中 -- 不是在顶部 顺带一提 -- 有一个按钮会创建新文档
by the way:顺便说一下;
Okay, so that is a company not counting taps. 这就是不计算点击数的公司
You know, I don't want to just stand here and make fun of Microsoft. 你们知道 我不想只是站在这里取笑微软
make fun of:取笑;
Audience: Go on. 听众: 继续
David Pogue: Yes, I do. David Pogue: 当然
(Laughter) (笑声)
(Applause) (掌声)
The Bill Gates song! 比尔盖茨之歌!
I've been a geek forever and I wrote the very first DOS. 我一直是个geek 我写了第一个DOS?
geek:n.做低级滑稽表演的人,反常的人; n.(俚)极客,即智力超群,善于钻研但不懂与人交往的怪才;
I put my software and IBM together; 我把我的软件和IBM绑在一起?
I got profit and they got the loss. 我拿利润 他们拿亏损?
profit:n.利润;利益;v.获利;有益;
(Laughter) (笑声)
I write the code that makes the whole world run. 我的代码让全世界运转?
I'm getting royalties from everyone. 我向每个人收专利费?
royalties:n.版税;稿酬(royalty的复数形式);
Sometimes it's garbage , but the press is snowed. 有时代码是垃圾 但媒体都已被忽悠?
garbage:n.垃圾;废物;
You buy the box, I'll sell the code. 你买硬件 我卖代码?
Every software company is doing Microsoft's R&D. 每个软件公司都在做微软的研发?
You can't keep a good idea down these days. 这年头你无法独享好点子?
Even Windows is a hack . We're kind of based loosely on the Mac. 连Window也是个hack 松散地基于Mac?
hack:n.砍; v.砍; adj.出租的; loosely:adv.宽松地;放荡地;轻率地;
So it's big, so it's slow. You've got nowhere to go. I'm not doing this for praise; 因为它又大又慢 你没有其他选择 我不是为了受赞扬而工作?
nowhere:v.无处; n.无处; adj.不存在的;
I write the code that fits the world today. 我的代码适用于今天的世界?
Big mediocrity in every way. 各方面都平庸?
mediocrity:n.平庸之才;平常;
We've entered planet domination mode. 我们已进入行星统治模式?
domination:n.控制;支配;
You'll have no choice, you'll buy my code. 你没有选择 只能买我的代码?
I am Bill Gates and I write the code. 我是比尔盖茨 我写了代码?
(Applause) (掌声)
But actually, I believe there are really two Microsofts. 但事实上 我相信有两个微软
There's the old one, responsible for Windows and Office. 旧的一个 要为Windows和Office负责
responsible:adj.负责的,可靠的;有责任的;
They're dying to throw the whole thing out and start fresh, but they can't. They're locked in because so many add-ons and other company stuff locks into the old 1982 chassis . 他们渴望将旧东西扔掉 从头再来 但他们不能. 他们被锁住了 因为那么多插件 和其他公司的东西都被锁在了1982年的底盘里
add-ons:n.附件;附加软件;附属物(add-on的复数); stuff:n.东西:物品:基本特征:v.填满:装满:标本: chassis:n.底盘,底架;
But there's also a new Microsoft that's really doing good, simple interface designs. 但也有一家新的微软 做着好而简单的界面设计
I liked the Media Center PC. I liked the Microsoft SPOT Watch. 我喜欢Media Center PC. 我喜欢微软的SPOT手表
Media:n.媒体;媒质(medium的复数);血管中层;浊塞音;中脉;
The Wireless Watch flopped miserably in the market, but it wasn't because it wasn't simply and beautifully designed. 这种无线手表可悲地在市场中受挫 但这不是因为它的设计简单和美观
Wireless:adj.无线的;无线电的;n.无线电;v.用无线电发送; flopped:vt.笨拙地抛下; vi.失败; n.失败; v.扑通一声; miserably:adv.贫困地;可悲地;糟糕地;非常不幸地;
Let's put it this way: would you pay 10 dollars a month to have a watch that has to be recharged every night, like your cell phone, and stops working when you leave your area code ? 这样说吧 你会买个手表 每个月付$10 每晚都要跟你的手机一样充电 当你离开你的区域代码时就会罢工么?
recharged:vt.再充电;再袭击;再控告;n.再袭击;再装填;vi.再袭击; area code:n.区号;
(Laughter) (笑声)
The signs might indicate that the complexity crunch is only going to get worse. 迹象表明复杂度危机只会变得更糟
indicate:v.表明;显示;象征;暗示; crunch:n.咬碎,咬碎声; vt.压碎; vi.嘎吱作响地咀嚼;
So is there any hope? The screens are getting smaller. 还有希望吗? 屏幕正变得更小
People are illuminating , putting manuals in the boxes. 人们正在启蒙 把手册放进盒子里
illuminating:adj.照明的;有启发性的;v.照明,解释;(illuminate的现在分词) manuals:n.手册,指南;说明书(manual的复数);
The things are coming out at a faster pace. 新事物出现得越来越快
It's funny -- when Steve Jobs came back to Apple in 1997, after 12 years away, it was the MacWorld Expo . 有意思的是 -- 当史蒂夫乔布斯1997年回到苹果 是在离开了12年之后 在MacWorld展会上
Expo:n.展览会;
He came to the stage in that black turtleneck and jeans, and he sort of did this. The crowd went wild, but 他站到台上 穿着那套黑色圆领毛衣和牛仔裤 他做了这个动作. 人群沸腾了
turtleneck:n.圆翻领;高翻领毛衣;adj.圆翻领的;
I'm like, where have I seen this before? I had just seen the movie "Evita" -- 但我在想 我在哪里见过这个? 我刚看过电影 贝隆夫人 --
(Laughter) (笑声)
- with Madonna, and I'm like, you know what, I've got to do one about Steve Jobs. - 麦当娜主演. 你知道 我得为史蒂夫乔布斯唱上一曲
It won't be easy. You'll think I'm strange. 这不会简单. 你会认为我奇怪?
When I try to explain why I'm back after telling the press Apple's future is black. 当我尝试解释为何我回来了? 在告诉媒体苹果的未来一片黑暗之后?
You won't believe me. 你不会相信我?
All that you see is a kid in his teens who started out in a garage with only a buddy named Woz. 你所看到的只是个在车库发家的小屁孩? 和一个叫Woz的兄弟一起?
teens:n.十多岁,十几岁;青少年; garage:n.车库;汽车修理厂;飞机库;v.把…送入车库;把(汽车)开进车库; buddy:n.伙伴,好朋友;密友;小男孩;v.做好朋友,交朋友;
(Laughter) (笑声)
You try rhyming with garage! 你试试跟 车库 押韵!
rhyming:n.押韵;adj.押韵的;v.押韵(rhyme的ing形式);作诗;
(Laughter) (笑声)
Don't cry for me, Cupertino. 别为我哭泣 库比蒂诺?
(Laughter) (笑声)
The truth is, I never left you. 我从未离开你们?
(Laughter) (笑声)
I know the ropes now, know what the tricks are. 我知道了内情 找到了诀窍?
know the ropes:知道内情;
I made a fortune over at Pixar . 我在皮克斯发了财?
fortune:n.财富;命运;运气;v.给予财富,偶然发生 Pixar:n.皮克斯;皮克斯动画工作室;
(Laughter) (笑声)
Don't cry for me, Cupertino. I've still got the drive and vision . 别为我哭泣 库比蒂诺. 我仍有动力和远景?
vision:n.视力;美景;幻象;想象力;v.想象;显现;梦见;
I still wear sandals in any weather. It's just that these days, they're Gucci leather . 我仍不管季节穿拖鞋. 只不过眼下? 它们是古资牌的?
sandals:n.凉鞋;(sandal的复数) Gucci:n.古琦(品牌名); leather:n.皮革;皮革制品;v.用皮革包盖;抽打;adj.皮的;皮革制的;
(Laughter) (笑声)
(Applause) (掌声)
Thank you. So Steve Jobs had always believed in simplicity and elegance and beauty. And the truth is, for years I was a little depressed . Because Americans obviously did not value it, because the Mac had three percent market share , 谢谢. 史蒂夫乔布斯一直都信仰简单 优雅 与美. 事实上 我一直有些沮丧 因为美国人明显不识货 因为Mac只有3%市场份额
elegance:n.典雅;高雅; depressed:adj.沮丧的; v.使抑郁; (depress的过去式和过去分词) market share:n.[商]市场份额;市场占有率;
Windows had 95 percent market share. 而Windows有95%
People did not think it was worth putting a price on it. 人们不认同它的价值
So I was a little depressed, and then I heard Al Gore's talk, and I realized 因此我有些沮丧. 后来我听了阿尔戈尔的演讲 我意识到
I didn't know the meaning of depressed. 我还不明白沮丧的含义
(Laughter) (笑声)
But it turns out I was wrong, right? Because the iPod came out, and it violated every bit of common wisdom . 后来证明我错了 因为iPod上市了 它打破了所有常识
violated:v.违反,违背(法律、协议等); (violate的过去分词和过去式) wisdom:n.智慧;明智;才智;学问;
Other products cost less. Other products had more features. 其他的产品更便宜 其他的产品有更多特性
They had voice recorders and FM transmitters . 有录音和FM调频
transmitters:n.信号传送器;传送者(transmitter的复数形式);
The other products were backed by Microsoft with an open standard , not Apple's propriety standard. 其他产品有微软的开放标准支持 而不是苹果的私有标准
standard:n.标准;水准;旗;度量衡标准;adj.标准的;合规格的;公认为优秀的; propriety:n.适当;礼节;得体;
But the iPod won! This is the one they wanted. 但是iPod赢了! 这是人们想要的
The lesson was: simplicity sells. 教训是: 至简畅销
And there are signs that the industry is getting the message. 有迹象表明整个行业正在接受这个信息
There's a little company that's done very well with simplicity and elegance. 有家小公司在简单和优雅方面做得非常好
The Sonos thing -- it's catching on. Sonos -- 它正在赶上
I've got just a couple of examples. Physically, a really cool, elegant , thinking coming along lately. 我这里有些例子. 近期出现的真正酷 和优雅的点子
elegant:adj.高雅的,优雅的;讲究的;简炼的;简洁的;
When you have a digital camera, how do you get the pictures back to your computer? 当你有台数码相机 你会如何将照片放回电脑中?
digital:adj.数字的;手指的;n.数字;键;
Well, you either haul around a USB cable or you buy a card reader and haul that around. 要么是把USB线拖来拖去 要么是买个读卡器搬来搬去
haul:v.拉; n.大批赃物; cable:n.电缆; v.打电报; (用锚链,缆索等)系住;
Either one, you're going to lose. What I do is, I take out the memory card, and I fold it in half, revealing USB contacts . 不管怎样你都有损失. 而我要做的是 把记忆卡拿出来 对折 露出USB头
revealing:adj.暴露的;发人深省的;v.揭示;露出;显示;展示;(reveal的现在分词) contacts:v.联系,联络;(contact的第三人称单数)
I just stick it in the computer, offload the pictures, put it right back in the camera. I never have to lose anything. 插进电脑 卸下照片 再放回相机里 我没有任何损失
offload:vt.卸下;卸货;adj.卸载的;
Here's another example. Chris, you're the source of all power. 这是另一个例子. Chris 你是所有力量的源泉
source:n.来源;水源;原始资料;
Will you be my power plug ? 能当下我的电源插座么?
plug:n.插头;塞子;栓;v.塞住;用插头将与电源接通;
Chris Anderson: Oh yeah. Chris Anderson: 哦好
DP: Hold that and don't let go. You might have seen this: this is Apple's new laptop . This is the power cord . It hooks on like this. DP: 拿好不要放手. 你可能见过这个: 这是苹果的新笔记本. 这是电源线. 这样把它钩上
laptop:n.便携式电脑;笔记本电脑; cord:n.(结实的)粗线,细绳;灯芯绒裤子;v.用索子捆[绑,扎];堆积(柴薪) hooks:n.钩子;[机]挂钩(hook的复数);v.[机]钩;钓(hook的第三人称单数);
And I'm sure every one of you have done this at some point in your lives, or one of your children. You walk along, and 我肯定你们每个人 或是你们的孩子 都做过这样的事. 你在走路
I'm about to pull this onto the floor. I don't care. It's a loaner . 我要把它拉到地上 没关系 这是借来的
loaner:n.债权人;代替品;
Here we go. Whoa! It's magnetic . It doesn't pull the laptop onto the floor. 开始了 喔! 这是磁性的 不会把笔记本拉到地上
magnetic:adj.像磁铁的;有磁性的;磁的;富有吸引力的;
(Applause) (掌声)
In my very last example -- I do a lot of my work using speech recognition software, and you have to be kind of quiet because the software is nervous. Okay. 最后的例子 -- 我的很多工作 都是通过语音识别软件完成的 你们要安静些 因为这软件很怕生
recognition:n.识别;认识;承认;认可;
Speech recognition software is really great for doing emails very quickly. Period. 使用语音识别软件可以快速处理email 句号
Like, I get hundreds of them a day. Period. 比如 我每天要处理上百封邮件 句号
And it's not just what I dictate that it writes down. Period. 这并不只是单纯的我说它写 句号
dictate:v.决定;口述;支配;强行规定;n.规定;命令;
I also use this feature called voice macros. Period. 我还会使用一项称为语音宏的特性 句号
Correct " dissuade ". Not just. 修正 dissuade . not just
dissuade:vt.劝阻,劝止;
Okay, this is not an ideal situation, because it's getting the echo from the hall and stuff. 好吧 这不是个理想的环境 因为大厅里有回声
echo:vt.反射;重复;vi.随声附和;发出回声;n.回音;效仿;
But the point is, I can respond to people very quickly by saying a short word and having it write out a much longer thing. So if somebody sends me a fan letter, I'll say, "Thanks for that." 要点是 我可以快速回复邮件 只需说一个很短的单词 它就会写下 很长一段. 如果有人发给我一封粉丝信 我会说 谢谢
respond:vi.回答;作出反应;承担责任;n.应答;唱和;
(Laughter) (笑声)
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And conversely , if somebody sends me hate mail -- which happens daily -- 相反的 如果有人给我发攻击信 -- 我每天都会收到 --
conversely:adv.相反地;
I say, " Piss off ." 我会说 滚蛋
Piss off:惹恼;滚开;
(Laughter) (笑声)
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So that's my dirty little secret. Don't tell anyone. 这就是我的小秘密 别告诉其他人
(Laughter) (笑声)
So the point is, this a really interesting story. 要点是 这是个真正有趣的故事
This is version eight of the software, and do you know what they put in version eight? 这是软件的第8个版本 你知道他们在第8个版本里放了什么吗?
No new features. It's never happened before in software! 没有新特性 这在软件史上从未发生过!
The company put no new features. They just said, "We'll make the software work right." Right. 他们没有加入新特性 他们只是说 “我们要让软件工作正确. 是的
Because for years people had bought this software, tried it out -- 95 percent accuracy was all they got, which means one in 20 words is wrong -- and they put it in their drawer . And the company got sick of that, 因为多年来人们买了这套软件 尝试使用 -- 发现只能达到95%的准确率 也就是20个单词里就有1个错的 于是人们把它收进抽屉 让那公司很郁闷
accuracy:n.[数]精确度,准确性; drawer:n.抽屉;内裤;出票人;起草者;酒馆侍者;
so they said, "This version, we're not going to do anything but make sure it's darned accurate ." 于是他们说 这个版本, 除了让它变得非常正确以外 我们不会做任何事.
darned:adj.岂有此理的; v.可恨地; v.织补(darn的过去式和过去分词); accurate:adj.精确的;
And so that's what they did. This cult of doing things right is starting to spread. 于是他们做到了. 这种把事做正确的信仰也在开始传播
So my final advice for those of you who are consumers of this technology: remember, if it doesn't work it's not necessarily you, OK? 我的最终建议 对于你们中那些消费者: 记住 如果产品不工作 那不一定是你的错
necessarily:adv.必要地;必定地,必然地;
It could be the design of the thing you're using. 可能是设计上的问题
Be aware in life of good design and bad design. 在生活中留意好的和不好的设计
And if you're among the people who create the stuff, easy is hard. 如果你是创造东西的人 要做到简单很难
Pre-sweat the details for your audience. Count the taps. 让你的受众预热细节. 计算点击数
Remember, the hard part is not deciding what features to add -- it's deciding what to leave out. 记住 难的不是决定加入什么特性 -- 而是决定拿掉什么
And best of all, your motivation is: simplicity sells. 最好你的动机是: 至简畅销
motivation:n.动机;积极性;推动;
CA: Bravo . CA: 赞
Bravo:n.喝彩;亡命徒;v.喝彩;int.好极了;
DP: Thank you very much. DP: 谢谢
CA: Hear, hear! CA: 非常同意
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