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PaulBennett_2005G-_细节是设计的灵魂_
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Hello. Actually, that's "hello" in Bauer Bodoni for the typographically hysterical amongst us. |
你好.事实上那是Bauer Bodoni体的“你好” 特意为我们当中的字体狂们解释一下 |
Bodoni:n.(意大利印刷家)博多尼活字字体; hysterical:adj.歇斯底里的;异常兴奋的; amongst:prep.在…之中;在…当中(等于among);
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One of the threads that seems to have come through loud and clear in the last couple of days is this need to reconcile what the Big wants -- the "Big" being the organization , the system, the country -- and what the "Small" wants -- the individual , the person. |
近来传递出来的 一条清楚明白的信息,就是 要调和“大”的需要—— “大”指组织、系统、国家—— 和“小”的需要——那些个体、个人。 |
threads:n.线; v.穿(针); (thread的第三人称单数和复数) reconcile:v.使和谐一致;调和;使配合;使和解;妥协; organization:n.组织;机构;体制;团体; individual:n.个人;有个性的人;adj.单独的;个别的;
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And how do you bring those two things together? |
以及如何将两者联系起来 |
Charlie Ledbetter, yesterday, I thought, talked very articulately about this need to bring consumers , to bring people into the process of creating things. |
我想,昨天,Charlie Ledbetter讲得非常清楚 有必要把消费者、把人 引入到创造事物的过程中来。 |
articulately:发音清晰地;善于表达地; consumers:n.消费者;顾客;用户;(consumer的复数) process:v.处理;加工;列队行进;n.过程,进行;方法,adj.经过特殊加工(或处理)的;
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And that's what I want to talk about today. |
而这就是我今天想要讲的内容。 |
So, bringing together The Small to help facilitate and create The Big, |
那么,通过聚“小”来造“大”, |
facilitate:vt.促进;帮助;使容易;
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I think, is something that we believe in -- something I believe in, and something that we kind of bring to life through what we do at Ideo. |
我想,这是我们的信念——我的信念, 并且某种意义上我们也在实现它, 通过我们在IDEO的工作。 |
I call this first chapter -- for the Brits in the room -- |
特别为在座的英国观众,我把这第一章叫做—— |
Brits:n.英国人(Brit的复数);布里茨(男子名);
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The Blinding Glimpse of the Bleeding Obvious . |
熟视无睹 |
Glimpse:v.瞥见;[诗]闪现;n.领悟;概况;见识;一睹; Bleeding:n.出血;渗色;adj.流血的;同情的;v.出血;渗出;(bleed的现在分词) Obvious:adj.明显的;显著的;平淡无奇的;
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Often, the good ideas are so staring-at-you-right-in-the-face, that you kind of miss them. And I think, a lot of times, what we do is just, sort of, hold the mirror up to our clients , and sort of go: "Duh! You know, look what's really going on." |
往往好主意近在眼前, 而你却看不到。我想,很多时候, 我们所做的只是拿着镜子对着客户,说: “呃,你来,看看到底怎么回事” |
clients:n.委托人;当事人;客户机;(client的复数)
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And rather than talk about it in the theory, |
并不是坐而论道, |
I think I'm just going to show you an example. |
我来举个例子吧。 |
We were asked by a large healthcare system in Minnesota to describe to them what their patient experience was. |
明尼苏达的一家很大的医疗保险机构曾经找到我们 让我们向他们描述他们病患的体验。 |
healthcare:n.医疗保健;健康护理,健康服务;卫生保健; Minnesota:n.明尼苏达州(美国中北部洲); describe:v.描述;形容;把…称为;画出…图形; patient:adj.有耐心的,能容忍的;n.病人;患者;
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And I think they were expecting -- they'd worked with lots of consultants before -- |
我想他们预期的是—— 他们肯定找过很多咨询公司—— |
consultants:n.[经]顾问;咨询顾问;咨询公司;咨询人员(consultant的复数);
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I think they were expecting some kind of hIdeous org chart with thousands of bubbles and systemic this, that, and the other, and all kinds of mappy stuff . |
我想他们预期的是那些讨厌的组织结构图 成百上千的气泡图和这系统那系统什么的, 还有各种图示 |
hIdeous:adj.可怕的;丑恶的; bubbles:n.泡; v.起泡; (bubble的第三人称单数和复数) systemic:adj.系统的;全身的;体系的; stuff:n.东西:物品:基本特征:v.填满:装满:标本:
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Or even worse, some kind of ghastly death-by-Powerpoint thing with WowCharts and all kinds of, you know, God knows, whatever. |
或者更糟,那些吓死人的PPT 满是Wow图表,各种鬼东西。 |
ghastly:adj.可怕的;惨白的;惊人的;极坏的;adv.恐怖地;惨白地;
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The first thing we actually shared with them was this. |
而事实上,我们首先和他们分享的是这个: |
I'll play this until your eyeballs completely dissolve . |
我要播放到你们的眼珠子蹦出来为止。 |
eyeballs:n.[解剖]眼球(eyeball的复数); v.注视; dissolve:v.溶;使(固体)溶解;解除;终止;解散;消除;n.(电影、电视等画面的)渐隐
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This is 59 seconds into the film. |
这是影片第59秒的地方。 |
This is a minute 59. |
这是1分59秒的地方。 |
Three minutes 19. |
3分19秒。 |
I think something happens. I think a head may appear in a second . |
我想会有事发生。很快可能会有个头出现 |
in a second:立刻,很快;
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Five minutes ten. |
5分10秒。 |
Five minutes 58. |
5分58秒。 |
Six minutes 20. |
6分20秒。 |
We showed them the whole cut, and they were all completely, what is this? |
我们给他们放了整段的录像, 然后他们全都问,这是什么? |
And the point is when you lie in a hospital bed all day, all you do is look at the roof, and it's a really shitty experience. |
重点是,当你躺在医院的床上一整天, 你能做的无非是看天花板,而这感受的确非常糟糕。 |
shitty:adj.较差的;劣等的;
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And just putting yourself in the position of the patient. |
你需要把自己放在病人的角度看问题。 |
This is Christian, who works with us at Ideo. |
这是Christian,我们在Ideo的同事。 |
He just lay in the hospital bed, and, kind of, stared at the polystyrene ceiling tiles for a really long time. |
他就这么躺在医院的病床上, 盯着聚苯乙烯的天花板 很长很长时间。 |
stared:v.盯着看;凝视;注视;(stare的过去分词和过去式) polystyrene:n.[高分子]聚苯乙烯; tiles:n.[建]瓷砖(tile的复数形式);v.铺砖(tile的第三人称单数形式);
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That's what it's like to be a patient in the hospital. |
住院病人的感觉就是这样的。 |
And they were sort, you know, blinding glimpse of bleeding obvious. |
而他们对此却有点视而不见。 |
Oh, my goodness. So, looking at the situation from the point of view of the person out -- as opposed to the traditional position of the organization in -- was, for these guys, quite a revelation . |
天哪,从当事人的角度 来重新审视这情形—— 而不是从传统的组织内的角度去看—— 对他们来说是莫大的启发。 |
point of view:观点;见地;立场; opposed:adj.强烈反对; v.反对(计划、政策等); (oppose的过去分词和过去式) traditional:传统的,惯例的, revelation:n.披露; adj.暴露的;
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And so, that was a really catalytic thing for them. |
那对他们来说也是催化剂。 |
catalytic:adj.接触反应的;起催化作用的;n.催化剂;刺激因素;
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So they snapped into action. |
于是他们迅速付诸行动。 |
snapped:v.断裂,绷断; (snap的过去分词和过去式)
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They said, OK, it's not about systemic change. |
他们说:好,这不是什么系统性变革。 |
It's not about huge, ridiculous things that we need to do. |
要做的不是荒谬的大工程 |
ridiculous:adj.可笑的;荒谬的;
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It's about tiny things that can make a huge amount of difference. |
而是能造成巨大不同的细小的事 |
So we started with them prototyping some really little things that we could do to have a huge amount of impact . |
于是我们从他们这里进行了一些小细节的原型设计 那些能带来很大影响的小细节。 |
prototyping:n.[计]样机研究;原型设计; impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响;
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The first thing we did was we took a little bicycle mirror and we Band-Aided it here, onto a gurney , a hospital trolley , so that when you were wheeled around by a nurse or by a doctor, you could actually have a conversation with them. |
首先我们找来了一个小的自行车后镜 把它贴在医院的推车上 这样子当你被护士或者医生推着到处跑的时候 你就可以跟他们对话。 |
gurney:n.(医院用来移动病人的)轮床; trolley:n.手推车;(美)有轨电车;vi.乘电车;vt.用手推车运;
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You could, kind of, see them in your rear-view mirror , so it created a tiny human interaction . |
你可以在你的后视镜里看到他们, 从而创造了一个小型的人性互动。 |
rear-view mirror:n.后视镜; interaction:n.[计]交互,相互作用;相互交流;干扰;
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Very small example of something that they could do. |
这是他们可做的事情当中的一个小例子。 |
Interestingly , the nurses themselves, sort of, snapped into action -- said, OK, we embrace this. What can we do? |
有趣的是,护士们都迫不及待的采取行动—— 说,好,我们拥护这个理念。我们能做什么? |
Interestingly:adv.有趣地; embrace:n.拥抱,怀抱;v.拥抱;乐意采纳(思想、建议等);信奉;包括;
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The first thing they do is they decorated the ceiling. |
他们做的第一件事情是装饰了天花板。 |
decorated:v.装饰;装潢;粉刷;点缀;装点;(decorate的过去分词和过去式)
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Which I thought was really -- I showed this to my mother recently . |
我觉得这很... 最近我拿这个给我妈看, |
recently:adv.最近;新近;
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I think my mother now thinks that I'm some sort of interior decorator . |
我妈现在估计以为我是搞室内装潢什么的。 |
interior decorator:n.室内(装饰)设计师;室内设计装潢商(或装潢工);
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It's what I do for a living, sort of Laurence Llewelyn-Bowen. |
这就是我谋生的手段,就像Laurence Llewelyn-Bowen, |
Laurence:n.劳伦斯(男子名);[光]闪烁景;
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Not particularly the world's best design solution for those of us who are real, sort of, hard-core designers. |
对那些大牌设计师而言, 这些算不上世界上最好的设计。 |
particularly:adv.特别地,独特地;详细地,具体地;明确地,细致地; solution:n.解决方案;溶液;溶解;解答; hard-core:adj.中坚的;顽固不化的;赤裸裸描写性行为的;n.核心成员;铁杆分子;
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But nonetheless , a fabulous empathic solution for people. |
但是无论如何,是出色的充满人性的方案。 |
nonetheless:adv.尽管如此,但是; fabulous:adj.难以置信的;传说的,寓言中的;极好的; empathic:adj.移情作用的;神入的;
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Things that they started doing themselves -- like changing the floor going into the patient's room so that it signified , "This is my room. This is my personal space," -- was a really interesting sort of design solution to the problem. |
他们自发的、在做的事情—— 比如把病房门口的地板改掉 以显示说“这是我的房间。这是我的私人空间”—— 是个对问题很有趣的解答 |
signified:n.所指;意指;受指;v.表明;预示(signify的过去分词); personal:adj.个人的;身体的;亲自的;n.人事消息栏;人称代名词;
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So you went from public space to private space. |
于是你从公共区域进入了私人空间。 |
And another idea, again, that came from one of the nurses -- which I love -- was they took traditional, sort of, corporate white boards, then they put them on one wall of the patient's room, and they put this sticker there. |
另外一个创意,来自一个护士——我很喜欢这想法—— 他们把传统的公司用的白板 放到病房的墙上 然后放这些贴纸上去。 |
corporate:adj.公司的;组成公司(或团体)的;法人的;社团的; sticker:n.粘贴标签;贴纸;
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So that what you could actually do was go into the room and write messages to the person who was sick in that room, which was lovely. |
于是你可以走进房间 给里面的病人留言 相当贴心 |
So, tiny, tiny, tiny solutions that made a huge amount of impact. |
就是这些,细小、细小再细小的解决方案,带来很大影响力。 |
I thought that was a really, really nice example. |
我认为那是个非常非常好的例子。 |
So this is not particularly a new idea, kind of, seeing opportunities in things that are around you and snapping and turning them into a solution. |
这个不是什么新的想法, 更像是,从身边已有的事物中寻找机会 然后把他们变成解决方案。 |
snapping:v.断裂,绷断;打开,关上,移到某位置;(snap的现在分词)
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It's a history of invention based around this. |
发明创造的历史便依据于此 |
I'm going to read this because I want to get these names right. |
我得看着念,因为我要把名字念对 |
Joan Ganz Cooney saw her daughter -- came down on a Saturday morning, saw her daughter watching the test card, waiting for programs to come on one morning and from that came Sesame Street. |
Joan Ganz Cooney看到她女儿——星期六一早醒过来, 在看测试卡 等待着喜欢看的电视节目 然后就诞生了“芝麻街”。 |
Sesame:n.芝麻;
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Malcolm McLean was moving from one country to another and was wondering why it took these guys so long to get the boxes onto the ship. |
Malcolm McLean正从一个国家搬去另一个国家 他在想为什么这些人要用那么长时间 才能把箱子搬上船。 |
And he invented the shipping container. |
于是他发明了集装箱。 |
George de Mestral -- this is not bugs all over a Birkenstock -- was walking his dog in a field and got covered in burrs , sort of little prickly things, and from that came Velcro . |
George de Mestral ——这并不是爬在勃肯鞋上的虫—— 和他的狗一起散步,发现裤子和狗身上粘满了的苍耳 一种带刺的小东西,于是就有了“维可牢”的发明(一种尼龙刺粘扣) |
bugs:n.缺陷;虫子;窃听器;(bug的复数)v.窃听;使烦恼;(bug的第三人称单数) burrs:n.[机]毛边; v.从…除去毛刺; prickly:adj.多刺的;刺痛的;易动怒的; Velcro:n.维可牢(一种尼龙搭扣的商标名称);
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And finally , for the Brits, Percy Shaw -- this is a big British invention -- saw the cat's eyes at the side of the road, when he was driving home one night and from that came the Catseye. |
最后,英国人们,Percy Shaw ——这是个英国的大发明—— 有一天在他开车回家的路上 看到了路边的猫的眼睛,由此便诞生了猫眼路标。 |
finally:adv.终于;最终;(用于列举)最后;彻底地; Shaw:n.林薮;杂木林;
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So there's a whole series of just using your eyes, seeing things for the first time, seeing things afresh and using them as an opportunity to create new possibilities. |
这样的例子不胜枚举——用你的眼睛, 以新鲜的眼光看待事物 然后以它们为契机创造新的可能性。 |
series:n.系列,连续;[电]串联;级数;丛书; afresh:adv.重新;再度;
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Second one, without sounding overly Zen, and this is a quote from the Buddha : "Finding yourself in the margins , looking to the edges of things is often a really interesting place to start." |
其次,听起来不要太禅, 这是佛语: “身处边缘,观看事物周边 往往会有不错的新发现。” |
overly:adv.过度地;极度地; quote:v.引用;报价;举例说明;开价;为(企业的股份)上市;n.引用; Buddha:n.佛陀;佛像; margins:n.边缘; v.给…镶边; (margin的复数)
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Blinkered vision tends to produce, I think, blinkered solutions. |
肤浅的目光只会给出短浅的解决方案。 |
Blinkered:adj.心胸狭隘的; v.给…戴眼罩; vision:n.视力;美景;幻象;想象力;v.想象;显现;梦见;
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So, looking wide, using your peripheral vision, is a really interesting place to look for opportunity. |
因此,眼观六路、耳听八方 就会发现更多新机遇。 |
peripheral:adj.外围的;次要的;(神经)末梢区域的;n.外部设备;
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Again, another medical example here. |
这里还有另一个医学方面的例子。 |
We were asked by a device producer -- we did the Palm Pilot and the Treo. |
一位设备生产商问我们—— 我们曾经做过PalmPilot(轻巧随身的PDA产品)脑和Treo系列智能手机。 |
device:n.装置;策略;图案; Palm Pilot:掌上电脑;
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We did a lot of sexy tech at Ideo -- they'd seen this and they wanted a sexy piece of technology for medical diagnostics . |
在Ideo我们创造出了很多火爆的技术—— 他们看到了这一点,并且他们也需要一项 关于医疗诊断的新技术。 |
technology:n.技术;工艺;术语; diagnostics:n.诊断学(用作单数);
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This was a device that a nurse uses when they're doing a spinal procedure in hospital. |
这是一台护士用的小设备, 用于在医院里做脊髓检查, |
spinal:adj.脊髓的;脊柱的;针的;脊骨的;尖刺的;n.脊椎麻醉; procedure:n.步骤;手术;(商业、法律或政治上的)程序;
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They'll ask the nurses to input data. |
它需要护士输入一些数据。 |
input:n.投入; v.把(数据等)输入计算机;
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And they had this vision of the nurse, kind of, clicking away on this aluminum device and it all being incredibly , sort of, gadget-lustish. |
他们期待看到护士不停地按着 这个铝制设备 这个令人难以置信的高科技玩意儿 |
aluminum:n.铝; incredibly:adv.难以置信地;非常地;
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When we actually went and watched this procedure taking place -- and I'll explain this in a second -- it became very obvious that there was a human dimension to this that they really weren't recognizing . |
当我们观看整套的操作流程时, 稍后我将解释原因—— 很明显有一些人为的问题在里面, 他们却没有注意到 |
dimension:n.方面;[数]维;尺寸;次元;容积vt.标出尺寸;adj.规格的; recognizing:v.认识;认出;承认;接受,赞成(recognize的现在分词)
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When you're having a four-inch needle inserted into your spine -- which was the procedure that this device's data was about -- it was for pain management . You're shit scared -- you're freaking out. |
当你的脊椎插入了一根四英寸长的针头时—— 那个设备的数据输入便在这个过程中进行—— 用于疼痛管理。你非常恐慌——你吓坏了。 |
needle:n.针;针头;指针;缝针;v.穿过;刺激;拿针缝;拿针穿; spine:n.脊柱,脊椎;刺;书脊; management:n.管理;管理人员;管理部门;操纵;经营手段; freaking:adj.该死的,他妈的;v.(使)强烈反应,畏惧;(freak的现在分词)
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And so the first thing that pretty much every nurse did, was hold the patient's hand to comfort them. Human gesture -- which made the fabulous two-handed data input completely impossible. |
因此,几乎每位护士都会 握住病人的手来安慰他们。而这个动作—— 使两手操作的资料输入变成完全不可能 |
gesture:n.手势;姿势;示意动作;表示;v.做手势;用手势表示; two-handed:两手操作的;两人用的;左右手同样灵巧的;
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So, the thing that we designed, much less sexy but much more human and practical , was this. |
基于此,我们的设计没有很多的热门技术, 但是更加人性化和实用。就是这个 |
practical:adj.实际的;真实的;客观存在的;n.实习课;实践课;
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So, it's not a Palm Pilot by any stretch of the imagination , but it has a thumb-scroll so you can do everything with one hand. |
无论如何它都不是Palm Pilot 上面安装了一个滚轮,这样你就可以单手操作。 |
stretch:v.伸展;延伸;伸出;舒展;n.伸展;弹性;舒展;一片;adj.有弹力的; imagination:n.想象;想象力;创造力;想象的事物;
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So, again, going back to this -- the idea that a tiny human gesture dictated the design of this product. |
再回到我们的主题——只是因为小小的手的问题 促使了这台设备的设计方案。 |
dictated:adj.口述的(dictate的过去分词);v.口述(dictate的过去分词);
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And I think that's really, really important. |
我觉得这是非常重要的。 |
So, again, this idea of workarounds. |
这些“基于周遭问题”的创意, |
We use this phrase "workarounds" a lot, sort of, looking around us. I was actually looking around the TED and just watching all of these kind of things happen while I've been here. |
我们常用这个说法“基于周遭问题”, 感觉像是在审视我们的周边。当我一到这里, 我就开始审视TED,以及这里发生的 一切事情 |
This idea of the way that people cobble together solutions in our life -- and the things we kind of do in our environment that are somewhat subconscious but have huge potential -- is something that we look at a lot. |
人们组合生活中各个问题的解决方案—— 以及那些平常我们在做的事情, 那些虽是潜意识的,却具有很大潜力的—— 就是我们所苦苦追寻的创意。 |
cobble:vt.修,拙劣地修补;铺鹅卵石,用圆石铺面;n.鹅卵石,圆石; somewhat:n.几分;某物;adv.有点;多少;几分;稍微; subconscious:adj.潜意识的;下意识的;n.潜在意识;下意识心理活动; potential:n.潜能;可能性;[电]电势;adj.潜在的;可能的;势的;
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We wrote a book recently, I think you might have received it, called " Thoughtless Acts?" |
我们最近出了一本书,也许有人已经看过了, 名字叫《无意识的行为》。 |
Thoughtless:adj.轻率的;欠考虑的;考虑不周的;不顾及他人的;
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It's been all about these kind of thoughtless things that people do, which have huge intention and huge opportunity. |
里面都是些人们下意识做出的事情, 但是都蕴含着巨大的潜力和机遇。 |
intention:n.意图;目的;意向;愈合;
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Why do we all follow the line in the street? |
我们为什么总是沿街道上的线行走呢? |
It's a picture in a Japanese subway. |
这是一张日本地铁里的图片。 |
People consciously follow things even though, why, we don't know. |
人们总是习惯性的跟随某些东西,却不知为何 |
consciously:adv.自觉地;有意识地;
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Why do we line up the square milk carton with the square fence? |
为什么人们总把方形牛奶盒摆在广场方形护栏上呢? |
carton:n.纸板箱;靶心白点;v.用盒包装;
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Because we kind of have to -- we're just compelled to. |
这是因为我们有点——不得不这么做。 |
compelled:v.强迫;迫使;使必须;引起(反应);(compel的过去分词和过去式)
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We don't know why, but we do. |
虽然不知原因,但的确要做。 |
Why do we wrap the teabag string around the cup handle ? |
我们为什么总把茶包线缠在杯柄上呢? |
wrap:v.缠绕;隐藏;掩护;包起来;缠绕;穿外衣;n.外套;围巾; teabag:n.袋泡茶; string:n.字符串; v.悬挂; adj.由弦乐器组成的; handle:n.[建]把手;柄;手感;口实;v.处理;操作;运用;买卖;触摸;
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Again, we're sort of using the world around us to create our own design solutions. |
我们只是利用周遭世界 来创造自己的设计解决方案。 |
And we're always saying to our clients: "You should look at this stuff. |
我们通常会告诉客户:“你应该注意这个, |
This stuff is really important. This stuff is really vital ." |
这个很重要,极为关键。” |
vital:adj.至关重要的;生死攸关的;有活力的;
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This is people designing their own experiences. |
这是人们设计自己经验的过程。 |
You can draw from this. |
你可以从中学到很多。 |
We sort of assume that because there's a pole in the street, that it's okay to use it, so we park our shopping cart there. |
我们假定如果马路上出现了一根杆, 人们就可以用,于是我们把购物车停在那里。 |
assume:v.承担;假定;采取;呈现; pole:n.磁极;电极;柱子;杆子;v.用篙撑船;摆船;
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It's there for our use, on some level. |
它的存在为我所用。 |
So, again, we sort of co-opt our environment to do all these different things. |
我们利用周围环境 以便解决繁杂的事情。 |
co-opt:vt.由现会员选举;指派;
|
We co-opt other experiences -- we take one item and transfer it to another. |
我们援用别处得到的经验—— 从一项转移到另一项上。 |
item:n.条款,项目;一则;一件商品(或物品);adj.又,同上; transfer:n.转移;调任;调离;[体]转会球员;v.调任;调走;转学;转移;
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And this is my favorite one. My mother used to say to me, "Just because your sister jumps in the lake doesn't mean you have to." |
我很喜欢的一句话,是我妈妈告诉我的: “你姐姐跳进湖里,但你没必要跟着一起跳。” |
But, of course, we all do. We all follow each other every day. |
但我们都跟着跳进去了。我们总重复他人。 |
So somebody assumes that because somebody else has done something, that's permission for them to do the same thing. |
有人试图解释原因: 因为有人做了某事, 即表示他们也可以做相同的事 |
assumes:v.假定;采用;承担;呈;(assumes是assume的第三人称单数)
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And there's almost this sort of semaphore around us all the time. |
很多人有着类似的想法。 |
semaphore:vi.打旗语;发信号;n.信号;旗语;臂板信号机;vt.用信号联络;
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I mean, shopping bag equals " parking meter out of order ." |
我是说,塑料袋等同于停车计费器故障。 |
shopping bag:n.购物袋;(纸或塑料的)购物袋; parking meter:停车记时器; out of order:发生故障;次序颠倒;
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And we all, kind of, know how to read these signals now. |
人人都明白这些信号的含义。 |
We all talk to one another in this highly visual way without realizing what we're doing. |
我们以这些人尽皆知的视觉方式交流, 甚至没有意识到我们到底在做什么。 |
highly:adv.高度地;非常;非常赞许地; visual:adj.视觉的,视力的;栩栩如生的;
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Third section is this idea of not knowing, of consciously putting yourself backwards. |
第三部分是关于“不知”的, 有意识地清空自己的常识 |
I talk about unthinking situations all the time. |
我经常会谈论各类被疏忽的情形。 |
unthinking:adj.无思考能力的;不留心的;欠考虑的;
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Sort of having beginner's mind, scraping your mind clean and looking at things afresh. |
就像拥有新人的想法,将你所有的知识、经验清空, 重新审视一件事物。 |
scraping:n.刮屑;削片;v.刮掉;削去;刮坏;(scrape的现在分词)
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A friend of mine was a designer at IKEA, and he was asked by his boss to help design a storage system for children. |
我有一个在宜家做设计师的朋友。 有一天,他的老板要求他 为儿童设计一款贮存物品的家具。 |
This is the Billy bookcase -- it's IKEA's biggest selling product. |
这是比利书柜——宜家里最畅销的一款产品。 |
Hammer it together. Hammer it together with a shoe, if you're me, because they're impossible to assemble . |
将它钉在一起。用鞋子来敲打组合,如果是我的话, 因为很难组装。 |
Hammer:n.锤子; v.锤打; assemble:vt.集合,聚集;装配;收集;vi.集合,聚集;
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But big selling bookcase. How do we replicate this for children? |
但依然很畅销,如何把这个复制给儿童呢? |
replicate:vt.复制; vi.重复; adj.复制的; n.复制品;
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The reality is when you actually watch children, children don't think about things like storage in linear terms. |
如果你认真观察儿童的举动,你会发现 孩子们并不想把东西按顺序排放好。 |
linear:adj.线的,线型的;直线的,线状的;长度的;
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Children assume permission in a very different way. |
孩子们有着全然不同于成人的想法, |
Children live on things. They live under things. |
他们站在物品上面,或者爬到下面, |
They live around things, and so that their spatial awareness relationship, and their thinking around storage is totally different. |
抑或是围绕在四围, 因此,他们对于空间意识的理解 以及对于贮存物品的方式有着自己的看法。 |
spatial:adj.空间的;存在于空间的;受空间条件限制的; awareness:n.意识,认识;明白,知道;
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So the first thing you have to do -- this is Graham, the designer -- is, sort of, put yourself in their shoes. And so, here he is sitting under the table . |
因此,首先你要——这就是Graham,那个设计师—— 把自己放到孩子们的角度上。所以,他就 钻到了桌子底下。 |
under the table:adj.暗中进行的;秘密的;不法的;
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So, what came out of this? |
结果如何呢? |
This is the storage system that he designed. |
这是他所设计的贮存物品的工具。 |
So what is this? I hear you all ask. No, I don't. |
这是什么啊?我听到你们问了。不,我没听到。 |
(Laughter) |
(笑声) |
It's this, and I think this is a particularly lovely solution. |
是这样的,我认为这是一个特别可爱的设计。 |
So, you know, it's a totally different way of looking at the situation. |
这是一种全新的解决问题的方法。 |
It's a completely empathic solution -- apart from the fact that teddy's probably not loving it. |
这是一个倾注了感情的解决方案—— 当然,泰迪熊很可能不会喜欢这个方法。 |
(Laughter) |
(笑声) |
But a really nice way of re-framing the ordinary, and I think that's one of the things. |
但,这不妨碍它推陈出新的亮点, 而且,我觉得这很难得。 |
And putting yourself in the position of the person, and I think that's one of the threads that I've heard again from this conference is how do we put ourselves in other peoples' shoes and really feel what they feel? |
把自己换个角度来思考, 在TED集会上,我反复听到的一个思路就是 如何把自己放到别人的角度上去思考问题, 站在他们立场上去体会他们的感受 |
conference:n.会议;研讨会;商讨会;体育协会(或联合会)
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And then use that information to fuel solutions? |
并且借助这种体会去解决面临的问题 |
And I think that's what this is very much about. |
我认为这才是最主要。 |
Last section: green armband . We've all got them, is about this really. |
最后一章:绿色手链。我们都有, 跟这个相关。 |
armband:n.臂章,袖章;臂环;
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I mean, it's about picking battles big enough to matter but small enough to win. |
也就是说要从大处着眼, 从小处着手。 |
Again, that's one of the themes that I think has come through loud and clear in this conference is: Where do we start? How do we start? What do we do to start? |
这也是我在这里反复听到的 被强调的几个主题之一: 我们从何做起?如何开展?如何起步? |
So, again, we were asked to design a water pump for a company called ApproTEC, in Kenya. |
有一次,一家位于肯尼亚名叫ApproTEC的公司 委托我们设计一款水泵。 |
pump:n.抽水机;泵;打气筒;v.用泵输送;涌出;奔流;快速摇动;
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They're now called KickStart . |
现在这家公司更名为KickStart了。 |
KickStart:脚踏起动;脚踏起动器;
|
And, again, as designers, we wanted to make this thing incredibly beautiful and spend a lot of time thinking of the form. |
作为设计师, 我们想把这个产品做得非常漂亮, 花费了很多时间去构思形状。 |
And that was completely irrelevant . |
其实这无关紧要。 |
irrelevant:adj.不相干的;不切题的;
|
When you put yourself in the position of these people, things like the fact that this has to be able to fold up and fit on a bicycle, become much more relevant than the form of it. The way it's produced, |
当你设身处地的站在那些人的角度去考虑时, 你会发现,这件产品要能被折叠, 并且可以放在自行车上,这个比外观重要多了。 此外,生产的方式 |
fold:v.折叠;包;可叠平(以便贮存或携带);裹;n.褶;褶层;折叠部分;褶痕;
|
it has to be produced with indigenous manufacturing methods and indigenous materials. |
必须适合手工制造, 同时原材料也需取自当地。 |
indigenous:adj.本土的;土著的;国产的;固有的; manufacturing:n.制造业;工业;v.制造;生产(manufacture的现在分词);
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So it had to be looked at completely from the point of view of the user. |
这需要完全从一个使用者的角度来审视, |
We had to completely transfer ourselves over to their world. |
我们不得不把自己转到他们的世界里 |
So what seems like a very clunky product, is, in fact, incredibly useful. |
这种看起来笨重的产品 其实惊人的实用。 |
clunky:adj.沉重的;影响不好的;
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It's powered a bit like a Stairmaster -- you pump up and down on it. |
它的操作就像爬楼梯——上下踏动来操作 |
Children can use it. Adults can use it. Everybody uses it. |
儿童可以使用,大人可以使用,人人都可以轻松操作 |
It's turning these guys -- again, one of the themes -- it's turning them into entrepreneurs . |
它转变了这些人——另一个主题—— 将他们转变为企业家。 |
entrepreneurs:n.企业家;(entrepreneur的复数)
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These guys are using this very successfully. |
这些人可以非常容易的使用这个水泵。 |
And for us, it's been great because it's won loads of design awards. |
对于我们,也是受益匪浅, 因为这个设计得了很多奖。 |
So we actually managed to reconcile the needs of the design company, the needs of the individuals in the company, to feel good about a product we were actually designing, and the needs of the individuals we were designing it for. |
最终,我们顺利的实现了客户的需求, 满足了公司里不同个体的需求, 让他们对我们所设计的产品非常满意, 同时切合了使用者对这个产品的期望。 |
individuals:n.[经]个人;[生物]个体(individual的复数);
|
There it is, pumping water from 30 feet. |
这就是那个水泵,能把水抽到30英尺的高度。 |
pumping:v.用泵输送;涌出;奔流;快速摇动;(pump的现在分词)
|
So as a final gesture we handed out these bracelets to all of you this morning. |
今早,我们把这些手链发到了每一个人手里 以表示我们的心意。 |
bracelets:n.手镯;手链(bracelet的复数);
|
We've made a donation on everybody's behalf here to KickStart, no pun intended , their next project. |
我们以座诸位的名义为KichStart做了捐赠, 不是双关语,而是KichStart的另一项工程。 |
donation:n.捐赠;捐赠物;赠送; behalf:n.代表;利益; pun:n.双关语;v.使用双关语 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)
|
Because, again, I think, sort of, putting our money where our mouth is, here. |
因为这象征着,在我们赖以生存的事物上投资。 |
We feel that this is an important gesture. |
这很重要,具有很深远的意义。 |
So we've handed out bracelets. Small is the new big. |
因此,我们送出这个手链。“以小博大” |
I hope you'll all wear them. |
希望你们能戴着它。 |
So that's it. Thank you. |
我的演讲就是这些,谢谢大家。 |
(Applause) |
掌声 |