Shimpei Takahashi: Play this game to come up with original ideas

Prevoditelj: Sonja Žarić Recezent: Ivan Stamenković

Hello.

Pozdrav,

I'm a toy developer.

Ja razvijam igračke.

With a dream of creating new toys that have never been seen before,

Sa snom o kreiranju igračaka koje nitko nikad nije vidio,

I began working at a toy company nine years ago.

počeo sam raditi u tvornici igračaka prije devet godina.

When I first started working there,

Kada sam prvi put počeo tamo raditi,

I proposed many new ideas to my boss every day.

predlagao sam puno novih ideja svom šefu svaki dan.

However, my boss always asked

Ipak, šef me uvijek pitao

if I had the data to prove it would sell,

imam li podatke koji dokazuju da će se prodavati,

and asked me to think of product development after analyzing market data.

i tražio od mene da razmišljam o razvoju proizvoda nakon analize tržišta.

Data, data, data.

Podaci, podaci, podaci.

So I analyzed the market data before thinking of a product.

Tako sam analizirao tržišne podatke prije razmišljanja o proizvodu.

However, I was unable to think of anything new at that moment.

Tada nisam mogao smisliti ništa novo.

(Laughter)

(Smijeh)

My ideas were unoriginal.

Moje ideje su bile neoriginalne.

I wasn't getting any new ideas and I grew tired of thinking.

Nisam imao novih ideja i dosadilo mi je razmišljati.

It was so hard that I became this skinny.

Bilo je toliko teško da sam ovako omršavio.

(Laughter)

(Smijeh)

It's true. (Applause)

Istina je. (Pljesak)

You've all probably had similar experiences and felt this way too.

Vjerojatno ste doživjeli slična iskustva i osjećali se ovako.

Your boss was being difficult. The data was difficult.

Šef vam je bio težak. Podaci su bili teški.

You become sick of thinking.

Razmišljanje vam je postalo mučno.

Now, I throw out the data.

Izbacio sam podatke.

It's my dream to create new toys.

Moj san je stvarati nove igračke.

And now, instead of data,

I sad, umjesto podataka,

I'm using a game called Shiritori to come up with new ideas.

koristim igru imena Shiritori da dobijem nove ideje.

I would like to introduce this method today.

Želio bih vam predstaviti ovu metodu danas.

What is Shiritori?

Što je Shiritori?

Take apple, elephant and trumpet, for example.

Uzmite na primjer jabuku, slona i trubu.

It's a game where you take turns saying words

To je igra gdje redom govorite riječi

that start with the last letter of the previous word.

koje počinju sa zadnjim slovom prethodne riječi.

It's the same in Japanese and English.

Jednako je u japanskom i hrvatskom jeziku.

You can play Shiritori as you like:

Možete igrati Shiritori kako želite:

"neko, kora, raibu, burashi," etc, etc. [Cat, cola, concert, brush]

"neko, kora, raibu, burashi," itd. [mačka, cola, koncert, četka]

Many random words will come out.

Mnoge nasumične riječi se pojave.

You force those words to connect to what you want to think of and form ideas.

Povežete te riječi sa onim o čemu razmišljate i stvarate ideje.

In my case, for example, since I want to think of toys,

U mom slučaju, na primjer, budući da razmišljam o igračkama,

what could a toy cat be?

kako može izgledati igračka mačke?

A cat that lands after doing a somersault from a high place?

Mačka koja sleti nakon prevrtanja sa visine?

How about a toy with cola?

Što kažete o igrački sa colom?

A toy gun where you shoot cola and get someone soaking wet?

Igračka pištolj gdje pucate colu i nekog smočite?

(Laughter)

(Smijeh)

Ridiculous ideas are okay. The key is to keep them flowing.

Smiješne ideje su ok. Ključ je da ih pustite da teku.

The more ideas you produce, you're sure to come up with some good ones, too.

Što više ideja stvorite, sigurno će neke od njih biti dobre.

A brush, for example. Can we make a toothbrush into a toy?

Četka, na primjer. Možemo li četkicu za zube pretvoriti u igračku?

We could combine a toothbrush with a guitar and --

Možemo kombinirati četkicu za zube sa gitarom i --

(Music noises) --

(Zvukovi glazbe) --

you've got a toy you can play with while brushing your teeth.

imate igraču za igranje dok perete zube.

(Laughter) (Applause)

(Smijeh) (Pljesak)

Kids who don't like to brush their teeth might begin to like it.

Djeca koja ne vole prati zube možda počnu voljeti.

Can we make a hat into a toy?

Možemo li pretvoriti šešir u igračku?

How about something like a roulette game, where you try the hat on one by one,

Što kažete na nešto kao rulet, gdje isprobavate šešire jedan za drugim,

and then, when someone puts it on, a scary alien breaks through the top

i onda, kada ga netko stavi, strašni izvanzemaljac iskoči na vrhu

screaming, "Ahh!"

vrišteći, "Ahh!"

I wonder if there would be a demand for this at parties?

Pitam se bi li postojala potražnja za ovim na zabavama?

Ideas that didn't come out while you stare at the data will start to come out.

Ideje koje nisu dolazile dok ste zurili u podatke odjednom počnu navirati.

Actually, this bubble wrap, which is used to pack fragile objects,

Zapravo, ovi mjehurići, koji se koriste za pakiranje krhkih predmeta,

combined with a toy, made Mugen Pop Pop,

u kombinaciji sa igračkom, daju Mugen Pop Pop

a toy where you can pop the bubbles as much as you like.

igračka gdje možete stiskati mjehuriće koliko god želite.

It was a big hit when it reached stores.

Ovo je bio velik hit kad je došlo u trgovine.

Data had nothing to do with its success.

Podaci nisu imali ništa sa uspjehom.

Although it's only popping bubbles,

Iako samo pucketaš mjehuriće,

it's a great way to kill time,

odlično je za zabavu,

so please pass this around

pa proslijedite ovo okolo

amongst yourselves today and play with it.

među vama danas i igrajte se.

(Applause)

(Pljesak)

Anyway, you continue to come up with useless ideas.

Međutim, nastavite smišljati i beskorisne ideje.

Think up many trivial ideas, everyone.

Izmislite mnogo trivijalnih ideja.

If you base your ideas on data analysis and know what you're aiming for,

Ako temeljite svoje ideje na analizi podataka i znate što vam je cilj,

you'll end up trying too hard,

na kraju ćete se truditi previše,

and you can't produce new ideas.

i nećete moći smisliti nove ideje.

Even if you know what your aim is,

Čak i ako znate koji vam je cilj,

think of ideas as freely as if you were throwing darts with your eyes closed.

smislite ideje slobodno kao kad bacate pikado strelice zatvorenih očiju.

If you do this, you surely will hit somewhere near the center.

Ako to napravite, sigurno ćete pogoditi negdje blizu centra.

At least one will.

Bar jedna hoće.

That's the one you should choose.

I to je ona koju trebate izabrati.

If you do so, that idea will be in demand

Ako to napravite, ta ideja će biti tražena

and, moreover, it will be brand new.

i, čak štoviše, bit će potpuno nova.

That is how I think of new ideas.

Tako ja smišljam nove ideje.

It doesn't have to be Shiritori; there are many different methods.

Ne mora biti Shiritori; ima mnogo različitih metoda.

You just have to choose words at random.

Morate samo izabrati nasumične riječi.

You can flip through a dictionary and choose words at random.

Možete listati rječnik i izabrati nasumičnu riječ.

For example, you could look up two random letters and gather the results

Na primjer, možete pogledati dva nasumična slova i spojiti rezultate

or go to the store and connect product names

ili otići u trgovinu i spojiti imena dva proizvoda

with what you want to think of.

sa onim o čemu želite razmišljati.

The point is to gather random words,

Poanta je spajati nasumične riječi,

not information from the category you're thinking for.

ne informacije iz kategorija o kojima razmišljate.

If you do this, the ingredients for the association of ideas are collected

Ako to napravite, sastojci za povezivanje ideja su prikupljeni

and form connections that will produce many ideas.

i tvore veze koje će stvoriti mnogo ideja.

The greatest advantage to this method is the continuous flow of images.

Najveća prednost ove metode je kontinuirani protok slika.

Because you're thinking of one word after another,

Budući da mislite o riječima jednoj za drugom,

the image of the previous word is still with you.

slika prethodne riječi je još uvijek prisutna.

That image will automatically be related with future words.

Ta slika je automatski povezana sa svakom budućom riječju.

Unconsciously, a concert will be connected to a brush

Nesvjesno, koncert će biti povezan sa četkicom

and a roulette game will be connected to a hat.

i rulet sa šeširom.

You wouldn't even realize it.

Nećete ni primjetiti.

You can come up with ideas that you wouldn't have thought of otherwise.

Možete smisliti ideje koje inače nikad ne biste smislili.

This method is, of course, not just for toys.

Ova metoda, naravno, nije samo za igračke.

You can collect ideas for books, apps, events, and many other projects.

Možete prikupiti ideje za knjigu, aplikacije, događaje i mnoge druge projekte.

I hope you all try this method.

Nadam se da ćete probati ovu metodu.

There are futures that are born from data.

Postoji budućnost i u prikupljanju podataka.

However, using this silly game called Shiritori,

Iako, koristeći ovu luckastu igru imena Shiritori,

I look forward to the exciting future you will create,

veselim se budućnosti koju ćete stvoriti,

a future you couldn't even imagine.

budućnosti koju niste mogli ni zamisliti.

Thank you very much.

Mnogo vam hvala!

(Applause)

(Pljesak)