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JosephPine_2004-_消费者的欲望_
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I'm going to talk about a very fundamental change that is going on in the very fabric of the modern economy . |
我今天将要来谈谈在这个现代经济社会 发生的十分根本的变化。 |
fundamental:n.基础; adj.十分重大的; fabric:n.织物;布料;(社会,机构等的)结构; economy:n.经济;节约;理财;
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And to talk about that, I'm going to go back to the beginning, because in the beginning were commodities . |
要谈论哲学, 我就要从开始谈起, 因为这一切都是从产品开始的 |
commodities:n.商品(commodity的复数);日用品;商品期货;
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Commodities are things that you grow in the ground, raise on the ground or pull out of the ground: basically , animal, mineral , vegetable. |
产品就是你从地里种出来的,从地里种出来或长出来: 基本上,动物,矿物,植物。 |
basically:adv.主要地,基本上; mineral:n.矿物;矿物质;汽水;adj.矿物(性)的;含矿物的;无机的;
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And then you extract them out of the ground, and sell them on the open marketplace . |
然后把它们从地里提取出来, 再将他们从自由市场中售出。 |
extract:v.提取;取出;摘录;榨取;n.汁;摘录;榨出物;选粹; marketplace:n.市场;集市;
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Commodities were the basis of the agrarian economy that lasted for millennia . |
产品是上千年农业经济 的基础。 |
agrarian:adj.土地的;耕地的;有关土地的; millennia:n.千年期(millennium的复数);一千年;千年庆典;太平盛世;
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But then along came the industrial revolution , and then goods became the predominant economic offering, where we used commodities as a raw material to be able to make or manufacture goods. |
然后接下来有了工业革命, 然后货物就占了主导经济的主要提供品, 那就是将原产品当作原材料 用以加工和制作成商品。 |
industrial revolution:n.工业革命; predominant:adj.显著的;明显的;盛行的;占优势的;n.特优生物 economic:adj.经济的,经济上的;经济学的; raw material:n.原料; manufacture:v.(用机器)大量生产; n.大量制造;
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So, we moved from an agrarian economy to an industrial economy. |
所以,我们就从农业经济转到了工业经济。 |
Well, what then happened over the last 50 or 60 years, is that goods have become commoditized. |
那么,在上50-60年又发生了什么, 那就是货物又商品化了。 |
Commoditized: where they're treated like a commodity , where people don't care who makes them. |
商品化:那就是货物变的和原始商品一样, 人们不用考虑谁制造商品。 |
treated:v.以…态度对待;把…看作;(treat的过去分词和过去式) commodity:n.商品,货物;日用品;
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They just care about three things and three things only: price, price and price. |
他们只考虑到了3件事,只有3件事: 价格,价格和价格。 |
Now, there's an antidote to commoditization , and that is customization . |
现在,商品化还有一个解毒剂, 那就是个性化。 |
antidote:n.[药]解毒剂;解药;矫正方法; commoditization:n.商品化; customization:n.定制;[计]用户化;客制化服务;
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My first book was called " Mass Customization" -- it came up a couple of times yesterday -- and how I discovered this progression of economic value was realizing that customizing a good automatically turned it into a service, because it was done just for a particular person, because it wasn't inventoried , it was delivered on demand to that individual person. |
我的第一本书叫做“大规模个性化” -- 昨天大家多次提到这个问题 而我发现这个经济价值的过程 是认识到货物的个性化过程 自动地将货物转换为一种服务, 因为他就为一些特定的人而做, 就因为它不用库存 他是为个人的要求而定做的。 |
Mass:n.块,团; adj.群众的,民众的; v.聚集起来,聚集; progression:n.前进;连续; customizing:n.定制;客户化;按用户要求制做;v.定做(customize的ing形式); automatically:adv.自动地;机械地;无意识地;adj.不经思索的; inventoried:n.存货,存货清单;详细目录;财产清册; on demand:请求即;按需;随选;随需应变; individual:n.个人;有个性的人;adj.单独的;个别的;
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So, we moved from an industrial economy to a service-based economy. |
所以我们从工业经济转到独立的个人。 |
But over the past 10 or 20 years, what's happened is that services are being commoditized as well. |
但是就在上10到20年,所发生的是 服务业也被商品化了。 |
Long-distance telephone service sold on price, price, price; fast-food restaurants with all their value pricing; and even the Internet is commoditizing not just goods, but services as well. |
远距离电话服务就在于价格,价格,价格; 快餐店提供了合理的价格 不仅仅是货物,就连互联网也被大众化了, 连服务也大众化了 |
Long-distance:adj.[通信][交]长途的;长距离的;vt.打长途电话给;adv.通过长途电话; fast-food:adj.供应快餐的;n.快餐食品;
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What that means is that it's time to move to a new level of economic value. |
那意味着 转战到一个新的经济价值的时候到了 |
Time to go beyond the goods and the services, and use, in that same heuristic , what happens when you customize a service? |
超越货物及其服务的时候到了 然后运用,套用同样的逻辑,当你个性化服务时又会发生什么? |
heuristic:adj.启发式的;探索的;n.启发式教育法; customize:vt.定做,按客户具体要求制造;
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What happens when you design a service that is so appropriate for a particular person -- that's exactly what they need at this moment in time? |
当你为某个人去设计一个特别合适那个人需要的服务时 提供了他们正需要的东西是,是怎样的一个情形? |
appropriate:adj.适当的;恰当的;v.占用,拨出;
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Then you can't help but make them go "wow"; you can't help but turn it into a memorable event -- you can't help but turn it into an experience. |
那么你就不会不让他们大声惊叹 你会不自觉的把它变成一个值得纪念的事情 你会不自觉的把它变成了一种体验。 |
memorable:adj.显著的,难忘的;值得纪念的;
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So we're shifting to an experience economy, where experiences are becoming the predominant economic offering. |
所以我们又来到了体验经济, 体验就为了主要的卖点 |
shifting:adj.不断移动的;流动的;v.转移;赶快;快速移动;变换;(shift的现在分词)
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Now most places that I talk to, when I talk about experience, I talk about Disney -- the world's premier experience-stager. |
在我大多数演讲的地方, 当我在讲解体验的时候,我谈到迪士尼 -- 世界最初体验舞台。 |
Disney:n.迪斯尼(美国动画影片制作家及制片人); premier:adj.第一的;最初的;n.总理,首相;
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I talk about theme restaurants, and experiential retail , and boutique hotels, and Las Vegas -- the experience capital of the world. |
我谈谈主题餐馆,一个体验性的零售机构, 精品旅馆,和拉斯维加斯 -- 世界体验的首都。 |
experiential:adj.经验的;经验上的;根据经验的; retail:vt.零售;转述;vi.零售;n.零售;adv.以零售方式;adj.零售的; boutique:n.精品店;专卖流行衣服的小商店;adj.精品屋的;小规模专售精品的;
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But here, when you think about experiences, think about Thomas Dolby and his group, playing music. |
但是这里,当你在想体验的时候, 想想托马斯都比和他的团队,在演奏音乐。 |
Think about meaningful places. |
想想有意义的地方。 |
meaningful:adj.严肃的;重要的;重大的;意味深长的;
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Think about drinking wine, about a journey to the Clock of the Long Now. |
想想品尝红酒, 想想一次去永久时钟的旅行。 |
journey:n.旅行;行程;vi.旅行;
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Those are all experiences. Think about TED itself. |
那些都是体验。想想TED本身。 |
The experience capital in the world of conferences . |
会议世界的体验中心。 |
conferences:n.会议(conference的复数形式);
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All of these are experiences. |
这些都是体验。 |
Now, over the last several years I spent a lot of time in Europe, and particularly in the Netherlands, and whenever I talk about the experience economy there, |
现在,在过去几年里,我在欧洲待了不少时间, 特别是在荷兰, 一旦当我在那谈到体验经济的时候, |
particularly:adv.特别地,独特地;详细地,具体地;明确地,细致地;
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I'm always greeted at the end with one particular question, almost invariably . |
我总会被问到一个特定的问题, 几乎是不变的。 |
invariably:adv.总是;不变地;一定地;
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And the question isn't really so much a question as an accusation . |
而且是一个称不上是什么问题的问题 几乎就像指控一般。 |
accusation:n.控告,指控;谴责;
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And the Dutch , when they usually put it, it always starts with the same two words. |
而且那些荷兰人,当他们提起来这个问题的时候, 一般都用五个字来开头。 |
Dutch:adj.荷兰的; n.荷兰人; v.费用平摊地;
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You know the words I mean? |
你知道我指的是那五个吗? |
You Americans. |
你们美国佬。 |
They say, you Americans. |
他们说到,你们美国佬。 |
You like your fantasy environments, your fake , your Disneyland experiences. |
你们喜欢你们幻想的环境, 你们造假,你们的迪士尼乐园体验, |
fantasy:n.幻想; adj.虚幻的; v.空想; fake:n.假货;骗子;假动作;v.捏造;假装…的样子;adj.伪造的; Disneyland:迪士尼乐园
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They say, we Dutch, we like real, natural, authentic experiences. |
他们说到,我们荷兰人,我们喜欢真实, 自然的,真实的体验。 |
authentic:adj.真正的,真实的;可信的;
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So much has that happened that I've developed a fairly praticed response , which is: I point out that first of all , you have to understand that there is no such thing as an inauthentic experience. |
在这个问题发生了那么多次后,我就开发了一个相当实用的回答, 那就是:我要先指出, 你要了解到,根本就没有 什么不真实的体验。 |
fairly:adv.相当地;公平地;简直; response:n.响应;反应;回答; first of all:adv.首先; inauthentic:adj.不真实的;不可靠的;假的;
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Why? Because the experience happens inside of us. |
为什么?因为体验是来自于我们自身。 |
It's our reaction to the events that are staged in front of us. |
是对被放置我们面前东西的一种反应。 |
reaction:n.反应,感应;反动,复古;反作用;
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So, as long as we are in any sense authentic human beings, then every experience we have is authentic. |
所以,只要我们真实的人类, 那么任何体验都是真实的。 |
as long as:conj.只要;长达;如果;既然;
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Now, there may be more or less natural or artificial stimuli for the experience, but even that is a matter of degree, not kind. |
现在,这里也许多少有些自然或人工模拟的因素 会帮助刺激人的体验 但是就算是那样。 |
more or less:或多或少; artificial:adj.人造的;仿造的;虚伪的;非原产地的;武断的; stimuli:n.刺激;刺激物;促进因素(stimulus的复数);
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And there's no such thing as a 100 percent natural experience. |
也从来没有过什么100%的纯天然体验。 |
Even if you go for a walk in the proverbial woods, there is a company that manufactured the car that delivered you to the edge of the woods; there's a company that manufactured the shoes that you have to protect yourself from the ground of the woods. |
就算你走到森林里, 那也有一个制造汽车的公司 用汽车把你送到森林边 制造鞋子的公司为你 提供保护你在森林里行走的鞋子 |
proverbial:adj.谚语的;众所周知的;谚语式的; manufactured:adj.制造的,已制成的;v.制造,加工(manufacture的过去式);
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There's a company that provides a cell phone service you have in case you get lost in the woods. |
那也有一个在你迷路时提供 手机服务的公司。 |
Right? All of those are man-made , artificiality brought into the woods by you, and by the very nature of being there. |
对吧?这都是人造的, 被你人造的带到了森林里, 非常自然的存在于一切之中 |
man-made:adj.人造的;人工的;合成的; artificiality:n.人工;不自然;不自然之物;人造物;
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And then I always finish off by talking about -- the thing that amazes me the most about this question, particularly coming from the Dutch, is that the Netherlands is every bit as manufactured as Disneyland. |
然后我总这样结尾 说到 -- 这个问题最让我感到其妙的是, 特别对于你们荷兰来说, 那就是在荷兰 所有的一切都是和迪士尼一样人造的。 |
(Laughter) |
(笑) |
And the Dutch, they always go ... |
然后那些荷兰人,他们总会... |
and they realize, I'm right! |
然后发觉,我是对的! |
There isn't a square meter of ground in the entire country that hasn't been reclaimed from the sea, or otherwise moved, modified and manicured to look as if it had always been there. |
在这整个国家内,没有一平方米 不是填海而来的, 或被移动的,修改的或修剪的 让它看起来就好像是原先就在那的。 |
reclaimed:adj.回收的,再生的;翻造的;v.回收利用;改造(reclaim的过去分词);开垦土地; modified:adj.改进的,修改的;改良的;v.修改;缓和;(modify的过去分词); manicured:adj.整修的;修剪整齐的;v.修剪(manicure的过去式和过去分词);
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It's the only place you ever go for a walk in the woods and all the trees are lined up in rows. |
这是唯一一个你散下步也会发现树都是被排列成行的地方。 |
(Laughter) |
(笑) |
But nonetheless , not just the Dutch, but everyone has this desire for the authentic. |
但是话又说回来,不仅仅是荷兰人, 所有人都有渴求真实的欲望。 |
nonetheless:adv.尽管如此,但是;
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And authenticity is therefore becoming the new consumer sensibility -- the buying criteria by which consumers are choosing who are they going to buy from, and what they're going to buy. |
由此真实性 就成为了消费者新的知觉 -- 被哪个消费者所 选择的哪个经销商 以及他们所要购买的标准。 |
authenticity:n.真实性,确实性;可靠性; sensibility:n.感情;感受能力;鉴赏力; criteria:n.标准,条件(criterion的复数); consumers:n.消费者;顾客;用户;(consumer的复数)
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Becoming the basis of the economy. |
这变成了经济新的基础。 |
In fact, you can look at how each of these economies developed, that each one has their own business imperative , matched with a consumer sensibility. |
事实上,你可以看看这些经济是怎样发展的, 每一个都有他们各自的商业需要, 去迎合消费者的感知。 |
economies:n.经济;经济结构;节约;(economy的复数) imperative:adj.重要紧急的; n.重要紧急的事;
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We're the agrarian economy, and we're supplying commodities. |
在农业经济里,我们提供原始商品。 |
It's about supply and availability . |
关系到是供应和可得性 |
availability:n.可用性;有效性;实用性;
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Getting the commodities to market. |
把商品送到市场上。 |
With the industrial economy, it is about controlling costs -- getting the costs down as low as possible so we can offer them to the masses . |
在工业经济里,是关于控制价格 -- 尽可能降低成本 所以我们可以大规模的提供。 |
masses:n.民众;大量(mass的复数);包块;v.集中;聚集(mass的三单形式);
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With the service economy, it is about improving quality. |
在服务经济关系到 提升质量。 |
improving:v.改进;改善;(improve的现在分词)
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That has -- the whole quality movement has risen with the service economy over the past 20 or 30 years. |
那就是 -- 在过去20-30年里服务经济 带动了质量运动。 |
And now, with the experience economy, it's about rendering authenticity. |
而现在的体验经济 则关系到呈现真实性。 |
rendering:n.演奏;扮演;表演;翻译作品;v.使成为;给予;提供;回报;(render的现在分词)
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Rendering authenticity -- and the keyword is "rendering." |
渲染真实性 -- 关键词是“渲染”。 |
keyword:n.[计]关键字;
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Right? Rendering, because you have to get your consumers -- as business people -- to percieve your offerings as authentic. |
对吧?渲染,因为你需要让你的消费者 -- 作为商人 -- 感觉提供的就像真实的。 |
offerings:n.供品,供奉祖先神佛的菜等;奉献(物);样片;提供之物(offering的复数形式);
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Because there is a basic paradox : no one can have an inauthentic experience, but no business can supply one. |
因为这里有个基本的悖论: 没有人可以有非真实的体验, 同样也没有业务可以提供非真实的体验。 |
paradox:n.悖论,反论;似非而是的论点;自相矛盾的人或事;
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Because all businesses are man-made objects; all business is involved with money; all business is a matter of using machinery , and all those things make something inauthentic. |
因为所有的业务都是人造的物体,所有的业务都和钱有关; 所有的业务都使用机械, 这些都会让东西变得不真实 |
involved:adj.有关的; v.涉及; (involve的过去式和过去分词) machinery:n.机械;机器;机构;机械装置;
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So, how do you render authenticity, is the question. |
所以,你怎样去渲染真实性, 是一个问题。 |
Are you rendering authenticity? |
你在渲染真实性吗? |
When you think about that, let me go back to what Lionel Trilling , in his seminal book on authenticity, " Sincerity and Authenticity" -- came out in 1960 -- points to as the seminal point at which authenticity entered the lexicon , if you will. |
当你在想这些的时候,让我们回到 莱昂内尔特里林在他的书里提到的真实性, 1960年出版的 “诚恳的和真实的” 被当成是学术重点, 你可以当作是将真实性 编入了词典。 |
Trilling:n.[晶体]三连晶;三胞胎中的一个孩子;v.用颤声说(trill的ing形式); seminal:adj.种子的;精液的;生殖的; Sincerity:n.真实,诚挚; lexicon:n.词典,辞典;
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And that is, to no surprise, in Shakespeare , and in his play, Hamlet . |
自然也出现在莎士比亚 在他的哈姆雷特里 |
Shakespeare:n.莎士比亚(英国剧作家); Hamlet:n.小村庄;
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And there is one part in this play, Hamlet, where the most fake of all the characters in Hamlet, Polonius, says something profoundly real. |
在哈姆雷特的某场戏里, 在哈姆雷特所有最假的一个人物,波洛尼厄斯 说了一些特别真实的话 |
profoundly:adv.深刻地;深深地;极度地;
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At the end of a laundry list of advice he's giving to his son, Laertes, he says this: |
在他的一长串遗言里 他对他的儿子拉尔特斯说到, 他说: |
laundry list:n.一长串名单;清单;
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And this above all: to thine own self be true. |
最重要的是忠于自我 |
thine:pron.你的;你的东西,你的家属(或有关的人);
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And it doth follow, as night the day, that thou canst not then be false to any man. |
如夜以继日般奉行 也不致对人虚假 |
doth:v.做;从事;整理(do的三单形式); canst:[古语]can1的第二人称单数现在时陈述语气(与thou连用);
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And those three verses are the core of authenticity. |
这三句话就是真实性的核心。 |
verses:诗; core:n.核心;要点;果心;[计]磁心;vt.挖...的核;
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There are two dimensions to authenticity: one, being true to yourself, which is very self-directed . |
真实有两个层面: 一个,对自己真实,这是从自己来讲。 |
dimensions:n.规模,大小; self-directed:adj.自主的;自我指导的;
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Two, is other-directed : being what you say you are to others. |
第二个,是对别人来讲, 你对别人忠于你所说的 |
other-directed:adj.受人支配的;缺少自主性的;
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And I don't know about you, but whenever I encounter two dimensions, |
我不太了解你们,但是只要我遇到两个层面的事情, |
encounter:v.遭遇,邂逅;遇到;n.遭遇,偶然碰见;
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I immediately go, ahh, two-by-two! |
我立即想到,啊,二乘二! |
All right? Anybody else like that, no? |
对吗?还有其他人这样吗?没有? |
Well, if you think about that, you do, in fact, get a two-by-two. |
恩,如果你这样想,你会这样想的,事实上, 二乘二。 |
Where, on one dimension it's a matter of being true to yourself. |
这里,一个层面是关于对自己要真实。 |
As businesses, are the economic offerings you are providing -- are they true to themselves? |
就生意而言,你所提供的产品 本身是否终于自我呢 |
And the other dimension is: are they what they say they are to others? |
第二个层面是: 它们在别人看来是否如描述的一样呢? |
If not, you have, "is not true to itself," and "is not what it says it is," |
如果不是,就有一个, 不忠于自我以及并非如你所说的一样, |
yielding a two-by-two matrix . |
坐落在一个二乘二的矩阵里。 |
yielding:adj.顺从的; v.屈服; (yield的现在分词) matrix:n.[数]矩阵;模型;[生物][地质]基质;母体;子宫;[地质]脉石;
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And of course, if you are both true to yourself, and are what you say you are, then you're real real! |
当然了,如果你既对你自己真实, 也和你所说的是一样,那么你就是真真! |
(Laughter) |
(笑) |
The opposite, of course, is -- fake fake. |
相反的,当然了,-- 假假 |
All right, now, there is value for fake. |
好了,现在,假也有价值。 |
There will always be companies around to supply the fake, because there will always be desire for the fake. |
总会有一些公司到处在提供假货 因为总有对假货的需要。 |
Fact is, there's a general rule: if you don't like it, it's fake; if you do like it, it's faux . |
事实上,有这样一个原则:如果你不喜欢它,它就是假的 如果你喜欢它,它肯定是人造的。 |
faux:adj.人造的;(法)假的;
|
(Laughter) |
(笑) |
Now, the other two sides of the coin are: being a real fake -- is what it says it is, but is not true to itself, or being a fake real: is true to itself, but not what it says it is. |
现在硬币的其他两面是: 真的假 -- 那就是产品忠于它说说的 但是对自己不是真实的, 或者是一个假的真: 对自己是真实的,但是不忠于它所说的 |
You can think about those two -- you know, both of these better than being fake fake -- not quite as good as being real real. |
你可以想想这两个 -- 你知道,这两个 比假假都要好 -- 不一定比真真一样好。 |
You can contrast them by thinking about |
你可以这样来比较 |
contrast:n.对比;对照;反差;明显的差异;v.对比;对照;形成对比;
|
Universal City Walk versus |
环球影城商店街和 |
Universal:adj.普遍的;全体的;全世界的;共同的; versus:prep.对;与...相对;对抗;
|
Disney World, or Disneyland. |
迪斯尼世界,或迪士尼乐园。 |
Universal City Walk is a real fake -- in fact, we got this very term from Ada Louise Huxtable's book, "The Unreal America." |
环球影城商店街是真的虚假 实际上,我们从 艾达露易丝胡克斯特波的书中有这样一个术语,“虚假的美国” |
Unreal:adj.不真实的;假的;幻想的;虚构的;
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A wonderful book, where she talks about Universal City Walk as -- you know, she decries the fake, but she says, at least that's a real fake, right, because you can see behind the facade , right? |
一本神奇的书,那里她谈到了环球影城商店街 她不喜欢假的,但是她说到,起码那是一个真的假像, 对了,因为你可以看到背后的东西,对吗? |
decries:vt.责难,谴责;诽谤; facade:n.正面;表面;外观;
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It is what it says it is: It's Universal Studio; it's in the city of Los Angeles; you're going to walk a lot. |
它就和它所提到的一样:一个环球影城 它在洛杉矶,你会走很多路。 |
Right? You don't tend to walk a lot in Los Angeles, well, here's a place where you are going to walk a lot, outside in this city. |
对了?你不想在洛杉矶里走很多路, 好了,你在这里就得走很多路 在这个城市里面的外面。 |
But is it really true to itself? |
不过它真的忠于自我吗? |
Right? Is it really in the city? |
它真的是在城市里面吗? |
Is it -- you can see behind all of it, and see what is going on in the facades of it. |
是吗? 你可以看到后面的一切, 而且你可以看到在前面所进行的一切。 |
facades:n.外立面(facade的复数);
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So she calls it a real fake. |
所以他把它称为真的假。 |
Disney World, on the other hand , is a fake real, or a fake reality. |
迪士尼乐园,另一方面来讲,是一个假的真, 或虚假现实。 |
on the other hand:另一方面;
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Right? It's not what it says it is. It's not really the magic kingdom. |
对吧?它并非象它说的那样。它不是一个真的梦幻王国。 |
(Laughter) |
(笑) |
But it is -- oh, I'm sorry, I didn't mean to -- |
但是这是 -- 哦,对不起,我不是故意的 -- |
(Laughter) |
(笑) |
- sorry. |
-对不起。 |
We won't talk about Santa Claus then. |
那我们就不谈圣诞老人了。 |
Santa Claus:n.身着红衣;圣诞老人;
|
(Laughter) |
(笑) |
But Disney World is wonderfully true to itself. |
但是迪士尼乐园对自己是十分真实的。 |
wonderfully:adv.精彩地;惊人地;极好地;
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Right? Just wonderfully true to itself. |
对吗?对自己是真实的。 |
When you are there you are just immersed in this wonderful environment. |
你在那时,你就会沉浸在 一个奇幻的环境里。 |
immersed:adj.沉入的; v.浸没; (immerse的过去分词和过去式)
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So, it's a fake real. |
所以,它是假的真。 |
Now the easiest way to fall down in this, and not be real real, right, the easiest way not to be true to yourself is not to understand your heritage , and thereby repudiate that heritage. |
在这点上最容易 犯错的就是 不成为真真 对吗?对自己不真实的最简单的方法是 不了解你的传统 因此而否认你的传统 |
heritage:n.遗产;传统;继承物;继承权; thereby:adv.从而,因此;在那附近;在那方面; repudiate:vt.拒绝;否定;批判;与…断绝关系;拒付;
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Right, the key of being true to yourself is knowing who you are as a business. |
对吗,对自己真实的关键是知道你在生意上是谁。 |
Knowing where your heritage is: what you have done in the past. |
知道你的传统是什么,你过去做了什么。 |
And what you have done in the past limits what you can do, what you can get away with , essentially , in the future. |
你过去做了什么会限制你现在可以做的事 关键的是,会限制你的未来。 |
get away with:侥幸成功,侥幸逃脱; essentially:adv.本质上;本来;
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So, you have to understand that past. |
所以,你必须要了解过去。 |
Think about Disney again. |
再想想迪士尼。 |
Disney, 10 or 15 years ago, right, the Disney -- the company that is probably best-known for family values out there, |
迪士尼, 10到15年前,对吗, 迪士尼 -- 一个以家庭价值 而知名的公司, |
best-known:adj.流传久远的,最有名的;
|
Disney bought the ABC network. |
迪士尼买下了ABC公司, |
The ABC network, affectionately known in the trade as the T&A network, right -- that's not too much jargon , is it? |
ABC公司,就是被大家所熟知的 T&A网络,对吗 -- 这没有太多专有名词吧? |
affectionately:adv.亲切地;挚爱地; jargon:n.行话,术语;黄锆石;
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Right, the T&A network. Then it bought Miramax, known for its NC-17 fare , and all of a sudden , families everywhere couldn't really trust what they were getting from Disney. |
对了,就是T&A网络。然后它买了米高梅電影公司, 它以NC-17限制级影片出名 然后突然间,所有家庭 都不信认迪士尼所的节目了 |
fare:n.车费;饭菜;船费;飞机票价;v.成功(或不成功、更好等); all of a sudden:突然地,出乎意料地;
|
It was no longer true to its heritage; no longer true to Walt Disney. |
它不再对自己的传统 不再对忠于沃特迪士尼的特色 |
Walt:adj.空心的;
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That's one of the reasons why they're having such trouble today, and why Roy Disney is out to get Michael Eisner. |
那就是为什么他们今天面临困境的原因之一 也是为什么迪斯尼会去找艾斯纳。 |
Because it is no longer true to itself. |
因为它不再忠于自我了 |
So, understand what -- your past limits what you can do in the future. |
所以,了解到你的过去会限制到你未来所能做的。 |
When it comes to being what you say you are, the easiest mistake that companies make is that they advertise things that they are not. |
当谈到忠于你所说的,公司最容易犯的错误就是 他们标榜 不实的广告 |
advertise:v.做广告;登广告;(在报纸、公共场所公告牌、互联网等上)公布;展现;
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That's when you're perceived as fake, as a phony company -- advertizing things that you're not. |
那于是人们就视你为假的谎骗的公司-- 去广告非你所说的那种产品。 |
perceived:v.注意到;意识到;将…视为;认为;(perceive的过去式和过去分词) phony:adj.伪造的;虚伪的;做作的;n.赝品;骗人的东西;骗子; advertizing:n.广告,广告活动; adj.广告的; v.登广告(advertize的ing形式);
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Think about any hotel, any airline , any hospital. |
想想任何一个酒店,任何一家航空公司, 任何一家医院。 |
airline:n.航空公司;
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Right, if you could check into the ads, you'd have a great experience. |
对了,如果你就看看广告,你会有一个不错的体验。 |
(Laughter) |
(笑) |
But unfortunately , you have to experience the actual hotel, airline and hospital, and then you have that disconnect . |
但是,不幸的是,你必须体验真正的酒店, 航空公司和医院,然后就就有种失落感。 |
unfortunately:adv.不幸地; disconnect:vt.拆开,使分离;vi.断开;
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Then you have that perception that you are phony. |
然后你就有那种你被骗了的感觉。 |
perception:n.感知;知觉;看法;洞察力;
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So, the number one thing to do when it comes to being what you say you are, is to provide places for people to experience who you are. |
所以,当你被提到和你是一样的第一件事是, 是提供给人们感受你是谁 的一个地方。 |
For people to experience who you are. |
让人们去体验你是谁。 |
Right, it's not advertising does it. |
对,不要让广告去做这个。 |
advertising:n.做广告;广告业;广告活动;v.做广告;(advertise的现在分词)
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That's why you have companies like Starbucks , right, that doesn't advertise at all. |
那也就是为什么会有想星巴克这样的公司, 对,从来不做广告。 |
Starbucks:n.星巴克(咖啡店名);
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They said, you want to know who we are, you have to come experience us. |
他们说到,你想知道我们是谁,你就必须来体验我们。 |
And think about the economic value they have provided by that experience. |
想想他们通过体验创造的 经济价值。 |
provided:conj.假如; v.提供; (provide的过去分词和过去式)
|
Right? Coffee, at its core, is what? |
对吧?咖啡,它的核心是什么? |
Right? It's beans; right? It's coffee beans. |
对吗?是咖啡豆,对吗?是咖啡豆。 |
You know how much coffee is worth, when treated as a commodity as a bean? |
你知道咖啡值多少钱吗?当我们只把咖啡豆作为商品的时候。 |
Two or three cents per cup -- that's what coffee is worth. |
2或3分钱一杯 -- 就值那个价。 |
But grind it, roast it, package it, put it on a grocery store shelf, and now it'll cost five, 10, 15 cents, when you treat it as a good. |
但是研磨它,烘培它,包装它,放在一个商店的架子上, 就会值5,10,15美分, 当你像货物对待它。 |
grind:v.磨碎;磨快;n.磨;苦工作; roast:v.烤; n.烤肉; adj.烤的; grocery:n.食品杂货店;食品杂货;
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Take that same good, and perform the service of actually brewing it for a customer, in a corner diner, in a bodega , a kiosk somewhere, you get 50 cents, maybe a buck per cup of coffee. |
同样的货物, 你在顾客面前提供泡制的服务, 在一个饭馆里或商店里, 你会得到50美分,也许一美元 每一杯。 |
perform:v.表演;执行;履行;演出;工作,运转(好/不好); brewing:n.酿造(啤酒); v.酿制(啤酒); (brew的现在分词) bodega:n.酒店;酒窖; kiosk:n.凉亭;公用电话亭;报摊;
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But surround the brewing of that coffee with the ambiance of a Starbucks, with the authentic cedar that goes inside of there, and now, because of that authentic experience, you can charge two, three, four, five dollars for a cup of coffee. |
但是在有星巴克气氛下 去泡制咖啡, 室内有西洋杉原木的装潢, 现在因为多了这原汁原味的体验, 你可以每杯咖啡收费 2,3,4,5美元。 |
ambiance:n.气氛;周围环境(等于ambience); cedar:n.雪松;香柏;西洋杉木;
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So, authenticity is becoming the new consumer sensibility. |
所以,真实已经成为 消费者新的感知。 |
Let me summarize it, for the business people in the audience, with three rules, three basic rules. |
让我为在座的商人做个总结, 3条规则,3条基本规则。 |
summarize:v.总结;概述;概括;归纳;
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One, don't say you're authentic unless you really are authentic. |
第一,如果你真的不真实 就不要说你是真实的。 |
Two, it's easier to be authentic if you don't say you're authentic. |
第二,如果你不说你是真实的 就很容易做真实的。 |
And three, if you say you're authentic, you better be authentic. |
第三,如果你说你是真实的, 你最好就是真实的。 |
And then for the consumers, for everyone else in the audience, let me simply summarize it by saying, increasingly , what we -- what will make us happy, is spending our time and our money satisfying the desire for authenticity. |
现在为了听众里的消费者们 做一个总结 能让我们高兴的事就是 花钱和花时间 去满足对真实的欲望。 |
increasingly:adv.越来越多地;渐增地;
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Thank you. |
谢谢 |