Philip Evans: How data will transform business

373,167 views ใƒป 2014-04-18

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: Kwangmin Lee ๊ฒ€ํ† : Gemma Lee
00:12
I'm going to talk a little bit about strategy
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์ €๋Š” ์ „๋žต๊ณผ ๊ธฐ์ˆ ๊ณผ์˜ ๊ด€๊ณ„์— ๋Œ€ํ•ด
00:14
and its relationship with technology.
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๊ฐ„๋‹จํ•œ ์ด์•ผ๊ธฐ๋ฅผ ํ•˜๊ณ ์ž ํ•ฉ๋‹ˆ๋‹ค.
00:18
We tend to think of business strategy
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์šฐ๋ฆฌ๋Š” ๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์„
00:21
as being a rather abstract body
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๊ทผ๋ณธ์ ์œผ๋กœ ๊ฒฝ์ œ์ ์ธ ๊ฐœ๋…์„ ๊ฐ€์ง„
00:23
of essentially economic thought,
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์ถ”์ƒ์ ์ธ ๋Œ€์ƒ์œผ๋กœ ์ƒ๊ฐํ•˜๋Š” ๊ฒฝํ–ฅ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
00:25
perhaps rather timeless.
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์‹œ๊ฐ„์— ๋”ฐ๋ฅธ ๋ณ€ํ™”๊ฐ€ ์—†์Šต๋‹ˆ๋‹ค.
00:27
I'm going to argue that, in fact,
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์‚ฌ์‹ค, ์ €๋Š” ๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์ด ์˜ˆ์™ธ์—†์ด
00:28
business strategy has always been premised
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๊ธฐ์ˆ ์— ๋Œ€ํ•œ ๊ฐ€์ •์„ ์ „์ œํ•˜๊ณ  ์žˆ๋‹ค๊ณ 
00:31
on assumptions about technology,
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๋ง์”€๋“œ๋ฆฌ๋ ค ํ•ฉ๋‹ˆ๋‹ค.
00:33
that those assumptions are changing,
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์ด ๊ธฐ์ˆ ์— ๋Œ€ํ•œ ๊ฐ€์ •๋“ค์€ ๋ณ€ํ™”ํ•˜๊ณ  ์žˆ๊ณ 
00:35
and, in fact, changing quite dramatically,
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์‚ฌ์‹ค ๊ธ‰๋ณ€ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
00:38
and that therefore what that will drive us to
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๊ทธ๋ฆฌ๊ณ  ๊ทธ ๋ณ€ํ™”๊ฐ€ ๊ฒฐ๊ณผ์ ์œผ๋กœ ์šฐ๋ฆฌ๋ฅผ ์ด๋Œ๊ณ  ๊ฐ€๋Š” ๊ณณ์€
00:41
is a different concept of what we mean
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๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์— ๋Œ€ํ•ด ์šฐ๋ฆฌ๊ฐ€ ์ •์˜ํ•˜๊ณ  ์žˆ๋Š” ๊ฒƒ๊ณผ๋Š”
00:44
by business strategy.
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๋‹ค๋ฅธ ๊ฐœ๋…์ž…๋‹ˆ๋‹ค.
00:47
Let me start, if I may,
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์ด์ „์˜ ์ž‘์€ ์‚ฌ๋ก€๋กœ
00:48
with a little bit of history.
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์‹œ์ž‘ํ•ด๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค.
00:51
The idea of strategy in business
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๋น„์ฆˆ๋‹ˆ์Šค์—์„œ ์ „๋žต์— ๋Œ€ํ•œ ๊ฐœ๋…์€
00:53
owes its origins to two intellectual giants:
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๋‘ ๋ช…์˜ ๋›ฐ์–ด๋‚œ ์ง€์„ฑ์ธ๋“ค์ด ๊ทธ ๊ธฐ์ดˆ๋ฅผ ์„ธ์› ์Šต๋‹ˆ๋‹ค.
00:56
Bruce Henderson, the founder of BCG,
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BCG ์ฐฝ์—…์ž ๋ถ€๋ฅด์Šค ํ—จ๋”์Šจ๊ณผ
00:58
and Michael Porter, professor at the Harvard Business School.
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ํ•˜๋ฒ„๋“œ ๊ฒฝ์˜ ๋Œ€ํ•™์› ๊ต์ˆ˜ ๋งˆ์ดํด ํฌํ„ฐ์ž…๋‹ˆ๋‹ค.
01:02
Henderson's central idea was what you might call
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ํ—จ๋”์Šจ์ด ํ•ต์‹ฌ์ ์œผ๋กœ ๊ณ ์•ˆํ•œ ๊ฐœ๋…์€
01:05
the Napoleonic idea of concentrating mass
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์•ฝ์  ๋Œ€์‹  ์žฅ์ ์— ์ง‘์ค‘ํ•˜์—ฌ
01:08
against weakness, of overwhelming the enemy.
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์ ์„ ์œ„ํ˜‘ํ•˜๋Š” ๋‚˜ํด๋ ˆ์˜น์˜ ์ „๋žต๊ณผ ๊ฐ™๋‹ค๊ณ  ์—ฌ๊ฒจ์ง€๋Š” ์•„์ด๋””์–ด์ž…๋‹ˆ๋‹ค.
01:10
What Henderson recognized was that,
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ํ—จ๋”์Šจ์ด ์ธ์ง€ํ•œ ๊ฒƒ์€,
01:12
in the business world,
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๋น„์ฆˆ๋‹ˆ์Šค ์„ธ๊ณ„์—์„œ๋Š”
01:14
there are many phenomena which are characterized
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๋งŽ์€ ํ˜„์ƒ๋“ค์ด ๊ฒฝ์ œํ•™์ž๋“ค์ด ๋งํ•˜๋Š”
01:16
by what economists would call increasing returns --
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๊ทœ๋ชจ, ๊ฒฝํ—˜์— ๋”ฐ๋ฅธ ์ˆ˜ํ™• ์ฒด์ฆ์œผ๋กœ
01:18
scale, experience.
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ํŠน์ง•์ง€์–ด์ง„๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:20
The more you do of something,
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๋” ๋งŽ์€ ํˆฌ์ž๋ฅผ ํ• ์ˆ˜๋ก
01:22
disproportionately the better you get.
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๊ธฐํ•˜๊ธ‰์ˆ˜์ ์œผ๋กœ ๋” ๋งŽ์€ ์ด์ต์„ ์–ป๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
01:24
And therefore he found a logic for investing
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๊ทธ๋ฆฌ๊ณ  ๊ฒฐ๊ณผ์ ์œผ๋กœ ๊ทธ๋Š” ๊ฒฝ์Ÿ๋ ฅ์„ ํ‚ค์šฐ๊ธฐ ์œ„ํ•ด์„œ๋Š”
01:27
in such kinds of overwhelming mass
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๋งŽ์ด ํˆฌ์ž๋ฅผ ํ•ด์•ผ ํ•˜๋Š”
01:30
in order to achieve competitive advantage.
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๋…ผ๋ฆฌ๋ฅผ ๋ฐœ๊ฒฌํ–ˆ์Šต๋‹ˆ๋‹ค.
01:32
And that was the first introduction
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์ด๊ฒƒ์€ ๋ฐ”๋กœ ๊ตฐ์‚ฌ์  ๊ฐœ๋…์˜ ์ „๋žต์„
01:34
of essentially a military concept of strategy
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๋น„์ฆˆ๋‹ˆ์Šค ์„ธ๊ณ„์— ์ตœ์ดˆ๋กœ
01:37
into the business world.
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์†Œ๊ฐœํ•œ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
01:40
Porter agreed with that premise,
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ํฌํ„ฐ๋Š” ๊ทธ ์ „์ œ์— ๋™์˜ํ•˜์˜€์Šต๋‹ˆ๋‹ค.
01:43
but he qualified it.
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ํ•˜์ง€๋งŒ ์ˆ˜์ •์„ ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:44
He pointed out, correctly, that that's all very well,
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๊ทธ๋Š” ๋ชจ๋“  ๊ฒƒ์ด ํ›Œ๋ฅญํ•˜์ง€๋งŒ
01:47
but businesses actually have multiple steps to them.
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์‹ค์ œ๋กœ ๋น„์ฆˆ๋‹ˆ์Šค๋Š” ๋‹ค๋ฐฉ๋ฉด์˜ ๋‹จ๊ณ„๋ฅผ ๊ฐ€์ง€๊ณ  ์žˆ๋‹ค๊ณ  ์ง€์ ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:51
They have different components,
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๊ทธ๊ฒƒ๋“ค์€ ๋‹ค๋ฅธ ๊ตฌ์„ฑ์š”์†Œ๋ฅผ ๊ฐ€์กŒ์Šต๋‹ˆ๋‹ค.
01:53
and each of those components might be driven
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๊ฐ๊ฐ์˜ ์ด ์š”์†Œ๋“ค์€ ๋‹ค๋ฅธ ์ „๋žต์— ์˜ํ•ด
01:55
by a different kind of strategy.
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๋ณ€ํ™”ํ•ฉ๋‹ˆ๋‹ค.
01:57
A company or a business might actually be advantaged
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ํšŒ์‚ฌ ํ˜น์€ ๋น„์ง€๋‹ˆ์Šค๋Š” ์‹ค์ œ๋กœ ์–ด๋–ค ํ™œ๋™์—์„œ ์ด๋“์„ ์–ป์„ ์ˆ˜ ์žˆ์ง€๋งŒ
01:59
in some activities but disadvantaged in others.
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๋ฐ˜๋Œ€๋กœ ๋‹ค๋ฅธ ๊ธฐ์—…์€ ๋ถˆ์ด์ต์„ ์–ป์„ ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
02:03
He formed the concept of the value chain,
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๊ทธ๋Š” ๊ฐ€์น˜ ์‚ฌ์Šฌ ๊ฐœ๋…์„ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค,
02:05
essentially the sequence of steps with which
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๋ณธ์งˆ์ ์œผ๋กœ
02:08
a, shall we say, raw material, becomes a component,
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๋งํ•˜์ž๋ฉด ์›๋ฃŒ๊ฐ€ ๊ตฌ์„ฑ ์š”์†Œ๊ฐ€ ๋˜๊ณ ,
02:11
becomes assembled into a finished product,
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์ตœ์ข… ์ƒ์„ฑ๋ฌผ๋กœ ๊ฒฐํ•ฉ๋˜๊ณ ,
02:12
and then is distributed, for example,
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๊ทธ๋ฆฌ๊ณ  ์ดํ›„ ๋ถ„๋ฐฐ๋ฉ๋‹ˆ๋‹ค.
02:15
and he argued that advantage accrued
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๊ทธ๋Š” ๊ฐ ๊ตฌ์„ฑ์š”์†Œ์—์„œ
02:18
to each of those components,
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์ƒ๊ธฐ๋Š” ์ด๋“,
02:19
and that the advantage of the whole
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๊ทธ๋ฆฌ๊ณ  ์ „์ฒด์˜ ์ด๋“์€
02:21
was in some sense the sum or the average
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์–ด๋–ค ์˜๋ฏธ์—์„œ๋Š” ๊ตฌ์„ฑ ์š”์†Œ์˜ ์ด๋“์˜ ํ•ฉ๊ณ„
02:23
of that of its parts.
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๋˜๋Š” ํ‰๊ท ์ด์—ˆ๋‹ค๋ผ๊ณ  ์ฃผ์žฅํ–ˆ์Šต๋‹ˆ๋‹ค.
02:25
And this idea of the value chain was predicated
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์ด ๊ฐ€์น˜ ์‚ฌ์Šฌ์ด๋ผ๋Š” ๊ฐœ๋…์€
02:28
on the recognition that
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๋น„์ฆˆ๋‹ˆ์Šค๋ฅผ ์ฅ๊ณ  ์žˆ๋Š” ๊ฒƒ์€ ๋ณธ์งˆ์ ์œผ๋กœ
02:30
what holds a business together is transaction costs,
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์กฐ์ •ํ•  ์ˆ˜ ์žˆ๋Š” ๊ฑฐ๋ž˜๋น„์šฉ์ด๋ผ๋Š” ๊ฒƒ์—
02:34
that in essence you need to coordinate,
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์ž…๊ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
02:36
organizations are more efficient at coordination
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์กฐ์ง์ด๋ผ๋Š” ๊ฒƒ์€ ์‹œ์žฅ๋ณด๋‹ค ๋”
02:39
than markets, very often,
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์กฐ์ •ํ•˜๊ธฐ์— ํšจ์œจ์ ์ž…๋‹ˆ๋‹ค.
02:41
and therefore the nature and role and boundaries
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๊ฒฐ๊ณผ์ ์œผ๋กœ ํ˜‘๋ ฅ์˜ ์„ฑ์งˆ, ์—ญํ• , ๊ฒฝ๊ณ„๋Š”
02:44
of the cooperation are defined by transaction costs.
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๊ฑฐ๋ž˜ ๋น„์šฉ์œผ๋กœ ์ •์˜๋ฉ๋‹ˆ๋‹ค.
02:47
It was on those two ideas,
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ํ—จ๋”์Šจ์˜ ํˆฌ์ž ๊ทœ๋ชจ์™€ ๊ฒฝํ—˜์— ๋Œ€ํ•œ
02:50
Henderson's idea of increasing returns
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์ฆ๊ฐ€๋œ ์ˆ˜์ต์— ๋Œ€ํ•œ ์ด๋ก ๊ณผ
02:53
to scale and experience,
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ํฌํ„ฐ๊ฐ€ ์ฃผ์žฅํ•œ
02:55
and Porter's idea of the value chain,
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๋‹ค์–‘ํ•œ ์š”์†Œ๋ฅผ ์•„์šฐ๋ฅด๋Š”
02:57
encompassing heterogenous elements,
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๊ฐ€์น˜์‚ฌ์Šฌ ์•„์ด๋””์–ด๋Š”
02:59
that the whole edifice of business strategy
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๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์ด๋ผ๋Š” ์ฒด๊ณ„๋ฅผ
03:03
was subsequently erected.
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๊ฑด๋ฆฝํ–ˆ์Šต๋‹ˆ๋‹ค.
03:05
Now what I'm going to argue is
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์ง€๊ธˆ ์ œ๊ฐ€ ์ฃผ์žฅํ•˜๊ณ ์ž ํ•˜๋Š” ๊ฒƒ์€
03:08
that those premises are, in fact, being invalidated.
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์ด๋Ÿฐ ์ „์ œ๋“ค์ด ๋ฌด๋ ฅํ•ด์กŒ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:14
First of all, let's think about transaction costs.
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๋จผ์ € ๊ฑฐ๋ž˜ ๋น„์šฉ์— ๋Œ€ํ•ด ์ƒ๊ฐํ•ด ๋ด…์‹œ๋‹ค.
03:16
There are really two components to transaction costs.
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์‹ค์ œ๋กœ ๊ฑฐ๋ž˜ ๋น„์šฉ์— ๊ด€ํ•œ ๋‘ ์š”์†Œ๋“ค์ด ์กด์žฌํ•ฉ๋‹ˆ๋‹ค.
03:19
One is about processing information, and the other is about communication.
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ํ•˜๋‚˜๋Š” ์ •๋ณด์˜ ์ฒ˜๋ฆฌ๊ณผ์ •์ด๋ฉฐ, ๋‹ค๋ฅธ ํ•˜๋‚˜๋Š” ์˜์‚ฌ์†Œํ†ต์ž…๋‹ˆ๋‹ค.
03:21
These are the economics of processing and communicating
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์ด๋Š” ์˜ค๋žœ ์‹œ๊ฐ„๋™์•ˆ ์ง„ํ™”ํ•ด์˜ค๋ฉด์„œ
03:25
as they have evolved over a long period of time.
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์ •๋ณด์ฒ˜๋ฆฌ์™€ ์˜์‚ฌ์†Œํ†ต์˜ ๊ฒฝ์ œํ•™์ด ์žˆ์Šต๋‹ˆ๋‹ค.
03:27
As we all know from so many contexts,
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์šฐ๋ฆฌ๊ฐ€ ๋งŽ์€ ์ƒํ™ฉ๋“ค์—์„œ ์•Œ๋“ฏ์ด
03:30
they have been radically transformed
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์ด๊ฒƒ๋“ค์€ ๊ธ‰์ง„์ ์œผ๋กœ ๋ณ€ํ˜•๋˜์–ด ์™”์Šต๋‹ˆ๋‹ค
03:32
since the days when Porter and Henderson
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์‹ฌ์ง€์–ด ํฌํ„ฐ์™€ ํ—จ๋”์Šจ์ด ์ฒ˜์Œ์œผ๋กœ ์ด๋ก ์„ ์„ธ์šด
03:35
first formulated their theories.
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๊ทธ๋‚ ๋ถ€ํ„ฐ๋„ ๋ง์ด์ฃ .
03:37
In particular, since the mid-'90s,
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ํŠนํžˆ 90 ๋…„๋Œ€ ์ค‘๋ฐ˜๋ถ€ํ„ฐ,
03:39
communications costs have actually been falling
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ํ†ต์‹  ๋น„์šฉ์€ ๊ฐ์†Œํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:41
even faster than transaction costs,
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๊ฑฐ๋ž˜ ๋น„์šฉ๋ณด๋‹ค ๋น ๋ฅด๊ฒŒ ๋ง์ด์ฃ .
03:43
which is why communication, the Internet,
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๊ทธ๋ž˜์„œ ํ†ต์‹ , ์ธํ„ฐ๋„ท์ด ๊ธ‰๊ฒฉํ•˜๊ฒŒ
03:45
has exploded in such a dramatic fashion.
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๋ฐœ๋‹ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
03:50
Now, those falling transaction costs
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์ž, ์ด ๊ฑฐ๋ž˜๋น„์šฉ์˜ ํ•˜๋ฝ์€
03:52
have profound consequences,
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๋†€๋ผ์šด ์˜ํ–ฅ์„ ๋ถˆ๋Ÿฌ์ผ์œผ์ผฐ์Šต๋‹ˆ๋‹ค.
03:54
because if transaction costs are the glue
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๊ฑฐ๋ž˜ ๋น„์šฉ์ด ๊ฐ€์น˜ ์‚ฌ์Šฌ์„ ๋ถ™๋“œ๋Š”
ํ’€ ์—ญํ• ์„ ํ•œ๋‹ค๊ณ  ๊ฐ€์ •ํ•˜๋ฉด ๊ทธ ๋น„์šฉ์˜ ํ•˜๋ฝ์€
03:56
that hold value chains together, and they are falling,
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03:58
there is less to economize on.
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๊ณง ์ ˆ์•ฝํ•  ์ˆ˜ ์žˆ๋Š” ๋ฌผ์ž์˜ ํ•˜๋ฝ์„ ์˜๋ฏธํ•ฉ๋‹ˆ๋‹ค.
04:00
There is less need for vertically integrated organization,
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๊ฒฐ๊ตญ ์ˆ˜์งํ™”๋œ ์กฐ์ง์€ ๋ถˆํ•„์š”ํ•˜๊ฒŒ ๋˜๊ณ ,
04:03
and value chains at least can break up.
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์ด ๊ฐ€์น˜ ์‚ฌ์Šฌ์€ ๋Š์–ด์งˆ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
04:06
They needn't necessarily, but they can.
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๊ผญ ๊ทธ๋Ÿด ํ•„์š”๋Š” ์—†์ง€๋งŒ ๊ฐ€๋Šฅํ•˜๊ธด ํ•ฉ๋‹ˆ๋‹ค.
04:08
In particular, it then becomes possible for
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ํŠนํžˆ, ํŠน์ •ํ•œ ๊ฐ€์น˜์‚ฌ์Šฌ ๋‹จ๊ณ„์˜ ๋น„์ง€๋‹ˆ์Šค ๊ฒฝ์Ÿ์ž๊ฐ€
04:10
a competitor in one business
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๋‹ค๋ฅธ ๋‹จ๊ณ„์— ์žˆ๋Š” ํšŒ์‚ฌ์™€
04:12
to use their position in one step of the value chain
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๊ฒฝ์Ÿํ•˜๊ฑฐ๋‚˜
04:15
in order to penetrate or attack
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๊ทธ ๋‹จ๊ณ„๋ฅผ ๋’ค๋ฐ”๊พธ๋Š” ๊ฒƒ์„
04:17
or disintermediate the competitor in another.
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๊ฐ€๋Šฅ์ผ€ ํ•ฉ๋‹ˆ๋‹ค.
04:20
That is not just an abstract proposition.
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์ด๊ฒƒ์€ ๋‹จ์ง€ ์ถ”์ƒ์ ์ธ ๊ฐœ๋…์ด ์•„๋‹™๋‹ˆ๋‹ค.
04:23
There are many very specific stories
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์‹ค์ œ๋กœ ์–ด๋–ป๊ฒŒ ๋ฐœ์ƒํ•˜๋Š”์ง€์— ๊ด€ํ•œ
04:25
of how that actually happened.
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๊ตฌ์ฒด์ ์ธ ์‚ฌ๋ก€๋„ ์•„์ฃผ ๋งŽ์Šต๋‹ˆ๋‹ค.
04:27
A poster child example was the encyclopedia business.
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์ „ํ˜•์ ์ธ ์˜ˆ๊ฐ€ ๋ฐฑ๊ณผ์‚ฌ์ „ ์‚ฌ์—…์ž…๋‹ˆ๋‹ค.
04:30
The encyclopedia business
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๊ฐ€์ฃฝ ์žฅ์ •์˜ ์ฑ…์„ ์“ฐ๋˜ ๋•Œ์˜
04:31
in the days of leatherbound books
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๋ฐฑ๊ณผ์‚ฌ์ „ ์—…๊ณ„๋Š”
04:34
was basically a distribution business.
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๊ธฐ๋ณธ์ ์œผ๋กœ ์œ ํ†ต ์‚ฌ์—…์ด์—ˆ์Šต๋‹ˆ๋‹ค.
04:35
Most of the cost was the commission to the salesmen.
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๋Œ€๋ถ€๋ถ„์˜ ๋น„์šฉ์€ ์˜์—…์‚ฌ์›์˜ ์ˆ˜์ˆ˜๋ฃŒ์˜€์Šต๋‹ˆ๋‹ค.
04:38
The CD-ROM and then the Internet came along,
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์”จ๋”” ๋กฌ๊ณผ ์ธํ„ฐ๋„ท์˜ ๋“ฑ์žฅ๊ณผ
04:40
new technologies made the distribution of knowledge
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์ƒˆ๋กœ์šด ๊ธฐ์ˆ ๋“ค์€ ์ง€์‹์˜ ์ „ํŒŒ๋ฅผ
04:44
many orders of magnitude cheaper,
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์—„์ฒญ๋‚˜๊ฒŒ ์‹ผ ๊ฐ’์— ํ•  ์ˆ˜ ์žˆ๊ฒŒ ๋งŒ๋“ค์—ˆ๊ณ 
04:46
and the encyclopedia industry collapsed.
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๋ฐฑ๊ณผ์‚ฌ์ „ ์‚ฐ์—…์€ ๋ถ•๊ดด๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
04:49
It's now, of course, a very familiar story.
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์ด๊ฒƒ์€ ๋งค์šฐ ์ต์ˆ™ํ•œ ์‚ฌ๋ก€์ž…๋‹ˆ๋‹ค.
04:52
This, in fact, more generally was the story
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์‚ฌ์‹ค, ์ด๊ฒƒ์€
04:54
of the first generation of the Internet economy.
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์ธํ„ฐ๋„ท ๊ฒฝ์ œ์˜ 1์„ธ๋Œ€์˜ ์‚ฌ๋ก€์˜€์Šต๋‹ˆ๋‹ค.
04:56
It was about falling transaction costs
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์ฆ‰, ๊ฑฐ๋ž˜๋น„์šฉ์€ ํ•˜๋ฝํ–ˆ๊ณ ,
04:58
breaking up value chains
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๊ฐ€์น˜์‚ฌ์Šฌ ๋‹จ๊ณ„๋Š” ๋Š์–ด์กŒ์Šต๋‹ˆ๋‹ค.
05:00
and therefore allowing disintermediation,
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๋”ฐ๋ผ์„œ ์ง๊ฑฐ๋ž˜์™€ ๊ฐ€์น˜์‚ฌ์Šฌ์˜ ํ•ด์ฒด๊ฐ€
05:02
or what we call deconstruction.
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์ผ์–ด๋‚œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:05
One of the questions I was occasionally asked was,
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์‚ฌ๋žŒ๋“ค์ด ์ œ๊ฒŒ ์ด๋”ฐ๋”์”ฉ ๋ฌป๋Š” ์งˆ๋ฌธ ์ค‘ ํ•˜๋‚˜๋Š”
05:07
well, what's going to replace the encyclopedia
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๋ธŒ๋ฆฌ์บ๋‹ˆ์ปค์˜ ๋น„์ฆˆ๋‹ˆ์Šค ๋ชจ๋ธ์ด ๋๋‚ด ์‚ฌ๋ผ์ง„๋‹ค๋ฉด
05:10
when Britannica no longer has a business model?
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๊ณผ์—ฐ ๋ฌด์—‡์ด ๋ฐฑ๊ณผ์‚ฌ์ „์„ ๋Œ€์‹ ํ•  ๊ฒƒ์ธ๊ฐ€? ์ž…๋‹ˆ๋‹ค.
05:12
And it was a while before the answer became manifest.
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ํ™•๋‹ต์ด ๋‚˜์˜ค๊ธฐ๊นŒ์ง€๋Š” ์‹œ๊ฐ„์ด ์ข€ ๊ฑธ๋ ธ์Šต๋‹ˆ๋‹ค.
05:14
Now, of course, we know what it is: it's the Wikipedia.
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๊ทธ ๋‹ต์€ ์šฐ๋ฆฌ๊ฐ€ ๋ชจ๋‘ ์•Œ๋“ฏ์ด ์œ„ํ‚คํ”ผ๋””์•„์ž…๋‹ˆ๋‹ค.
05:17
Now what's special about the Wikipedia is not its distribution.
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์ž, ์—ฌ๊ธฐ์„œ ๋ˆˆ์—ฌ๊ฒจ๋ด์•ผ ํ•  ๊ฒƒ์€ ์œ„ํ‚คํ”ผ๋””์•„์˜ ๋ถ„๋ฐฐ๊ณผ์ •์ด ์•„๋‹Œ,
05:20
What's special about the Wikipedia is the way it's produced.
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์ •๋ณด์˜ ์ฐฝ์ž‘๊ณผ์ •์ด๋ผ๊ณ  ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
05:23
The Wikipedia, of course, is an encyclopedia
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์œ„ํ‚คํ”ผ๋””์•„๋Š” ์ž˜ ์•Œ๋ ค์ง„ ๋Œ€๋กœ,
05:25
created by its users.
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์ด์šฉ์ž๋“ค์ด ๋งŒ๋“  ๋ฐฑ๊ณผ์‚ฌ์ „์ž…๋‹ˆ๋‹ค.
05:28
And this, in fact, defines what you might call
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์ด๊ฒƒ์ด์•ผ๋ง๋กœ 2์„ธ๋Œ€ ์ธํ„ฐ๋„ท ๊ฒฝ์ œ๋ผ๊ณ 
05:30
the second decade of the Internet economy,
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ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
05:32
the decade in which the Internet as a noun
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์ด ์„ธ๋Œ€์—์„œ๋Š” ์ธํ„ฐ๋„ท์€ ๋‹จ์ˆœํžˆ ์ˆ˜๋™์ ์ธ ๊ฐœ๋…์ด ์•„๋‹Œ
05:35
became the Internet as a verb.
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๋Šฅ๋™์ ์ธ ๊ฐœ๋…์œผ๋กœ ํƒˆ๋ฐ”๊ฟˆํ•ฉ๋‹ˆ๋‹ค.
05:37
It became a set of conversations,
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์ฆ‰, ์†Œํ†ต์˜ ์žฅ์ด ๋˜์–ด๋ฒ„๋ฆฐ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:39
the era in which user-generated content and social networks
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์—ฌ๊ธฐ์„œ๋Š” ์ด์šฉ์ž๊ฐ€ ์ฐฝ์กฐํ•˜๋Š” ๋‚ด์šฉ๊ณผ ์†Œ์…œ๋„คํŠธ์›Œํฌ๋กœ
05:43
became the dominant phenomenon.
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์ฃผ๋œ ํ˜„์ƒ์ด ๋˜๋Š” ์‹œ๋Œ€์ž…๋‹ˆ๋‹ค.
05:46
Now what that really meant
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์ด๊ฒƒ์ด ํฌํ„ฐ์™€ ํ—จ๋”์Šจ์˜ ์ด๋ก ์˜
05:48
in terms of the Porter-Henderson framework
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๊ด€์ ์„ ํ†ตํ•ด ๋ณผ๋•Œ ์˜๋ฏธํ•˜๋Š” ๊ฒƒ์€
05:51
was the collapse of certain kinds of economies of scale.
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์ƒ๋‹นํžˆ ๋งŽ์€ ๊ฒฝ์ œ๋ถ„์•ผ์˜ ๋ชฐ๋ฝ์ž…๋‹ˆ๋‹ค.
05:55
It turned out that tens of thousands
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์šฐ๋ฆฌ๊ฐ€ ์œ„ํ‚คํ”ผ๋””์•„๋ฅผ ํ†ตํ•ด ๋ฐฐ์šด ๊ฒƒ์€
05:57
of autonomous individuals writing an encyclopedia
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์ž์œจ์ ์œผ๋กœ ํ–‰๋™ํ•˜๋Š” ๊ฐœ์ธ๋“ค์ด
06:00
could do just as good a job,
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์ˆ˜์ง์  ๊ตฌ์กฐ์— ์†ํ•œ ์ „๋ฌธ๊ฐ€๋“ค๋งŒํผ
06:02
and certainly a much cheaper job,
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ํ’ˆ์งˆ์ด ๋›ฐ์–ด๋‚œ ๋ฐฑ๊ณผ์‚ฌ์ „์„
06:03
than professionals in a hierarchical organization.
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๋”์šฑ ์ €๋ ดํ•˜๊ฒŒ ์ƒ์‚ฐํ•  ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:06
So basically what was happening was that one layer
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๊ณง ๊ฐ€์น˜์‚ฌ์Šฌ์˜ ํ•œ ๋ถ€๋ถ„์ด ํ•ด์ฒด๋˜๋Š”
06:09
of this value chain was becoming fragmented,
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ํ˜„์ƒ์ด ์ผ์–ด๋‚ฌ๊ณ ,
06:12
as individuals could take over
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๋”์ด์ƒ ๋ถˆํ•„์š”ํ•œ ์กฐ์ง์„
06:13
where organizations were no longer needed.
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๊ฐœ์ธ์ด ๋Œ€์ฒดํ•˜๊ฒŒ ๋์Šต๋‹ˆ๋‹ค.
06:17
But there's another question that obviously this graph poses,
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์ด ๊ทธ๋ž˜ํ”„๋กœ ๋Œ์•„๊ฐ€๋ฉด ์˜๋ฌธ์ ์ด ํ•˜๋‚˜ ๋” ์ƒ๊น๋‹ˆ๋‹ค.
06:19
which is, okay, we've gone through two decades --
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์šฐ๋ฆฌ๋Š” ๋‘ ์„ธ๋Œ€๋ฅผ ๊ฑฐ์ณค๊ณ 
06:22
does anything distinguish the third?
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์„ธ๋ฒˆ์งธ ์„ธ๋Œ€๋ฅผ ๊ตฌ๋ณ„์ง€์„ ์š”์†Œ๊ฐ€ ์žˆ์Šต๋‹ˆ๊นŒ?
06:24
And what I'm going to argue is that indeed
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์—ฌ๊ธฐ์„œ ์ œ๊ฐ€ ์—ฌ๋Ÿฌ๋ถ„๊ป˜ ๋ง์”€๋“œ๋ฆฌ๊ณ  ์‹ถ์€ ๊ฒƒ์€
06:26
something does distinguish the third,
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์ด ์š”์†Œ๋Š” 3์„ธ๋Œ€๋งŒ์˜ ํŠน์œ ํ•œ ์š”์†Œ์ด๊ณ ,
06:28
and it maps exactly on to the kind of
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์ง€๊ธˆ๊นŒ์ง€ ์ด์•ผ๊ธฐํ•œ ํฌํ„ฐ์™€ ํ—จ๋”์Šจ์˜ ์›๋ฆฌ์— ์ •ํ™•ํžˆ
06:30
Porter-Henderson logic that we've been talking about.
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๋งž์•„๋–จ์–ด์ง„๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:33
And that is, about data.
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์ด ์š”์†Œ๋Š” ๋ฐ”๋กœ ๋ฐ์ดํ„ฐ์ž…๋‹ˆ๋‹ค.
06:35
If we go back to around 2000,
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2000๋…„์ฏค์œผ๋กœ ๋Œ์•„๊ฐ€๋ด…์‹œ๋‹ค.
06:37
a lot of people were talking about the information revolution,
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๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ์ •๋ณด ํ˜๋ช…์— ๋Œ€ํ•ด ์–˜๊ธฐํ•˜๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
06:39
and it was indeed true that the world's stock of data
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๊ทธ๋•Œ ์„ธ๊ณ„์˜ ๋ฐ์ดํ„ฐ์–‘์€ ์ปค์ง€๊ณ  ์žˆ์—ˆ๊ณ 
06:42
was growing, indeed growing quite fast.
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๊ทธ ์„ฑ์žฅ์€ ๊ฝค๋‚˜ ๋นจ๋ž์Šต๋‹ˆ๋‹ค.
06:44
but it was still at that point overwhelmingly analog.
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ํ•˜์ง€๋งŒ ์—ฌ์ „ํžˆ ์•„๋‚ ๋กœ๊ทธ ๋ฐฉ์‹์ด ๋งŒ์—ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
06:47
We go forward to 2007,
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2007๋…„์ด ๋˜์–ด์„œ์•ผ
06:49
not only had the world's stock of data exploded,
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์„ธ๊ณ„์˜ ๋ฐ์ดํ„ฐ์–‘์€ ํญ๋ฐœ์ ์œผ๋กœ ์ฆ๊ฐ€ํ–ˆ๊ณ 
06:52
but there'd been this massive substitution
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ํŠนํžˆ ์•„๋‚ ๋กœ๊ทธ ๋ฐฉ์‹์€ ๋Œ€๋ถ€๋ถ„ ๋””์ง€ํ„ธ๋กœ
06:54
of digital for analog.
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๋Œ€์ฒด๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
06:56
And more important even than that,
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๊ทธ๋ณด๋‹ค ๋” ์ค‘์š”ํ•œ ๊ฒƒ์€,
06:58
if you look more carefully at this graph,
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๊ทธ๋ž˜ํ”„๋ฅผ ์ž˜ ์‚ดํŽด๋ณด๋ฉด ์•Œ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์€
07:00
what you will observe is that about a half
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2020
๋””์ง€ํ„ธ ๋ฐ์ดํ„ฐ์˜ ์•ฝ ์ ˆ๋ฐ˜์ด
07:02
of that digital data
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IP ์ฃผ์†Œ๋ฅผ
07:04
is information that has an I.P. address.
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๋ณด์œ ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
07:06
It's on a server or it's on a P.C.
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๊ทธ ๋ฐ์ดํ„ฐ๋“ค์€ PC๋‚˜ ์„œ๋ฒ„์— ์ €์žฅ๋˜์–ด ์žˆ์Šต๋‹ˆ๋‹ค.
07:09
But having an I.P. address means that it
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IP ์ฃผ์†Œ๋ฅผ ๋ณด์œ ํ•œ๋‹ค๋Š” ๊ฒƒ์€
07:11
can be connected to any other data
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IP ์ฃผ์†Œ๋ฅผ ๊ฐ€์ง„ ๋‹ค๋ฅธ ๋ฐ์ดํ„ฐ์™€
07:13
that has an I.P. address.
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์„œ๋กœ ์ •๋ณด์ „๋‹ฌ์„ ํ•  ์ˆ˜ ์žˆ๊ฒŒ ํ•ด์ค๋‹ˆ๋‹ค.
07:15
It means it becomes possible
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์ฆ‰, ์ „ ์„ธ๊ณ„ ์ง€์‹์˜ ์ ˆ๋ฐ˜์„
07:16
to put together half of the world's knowledge
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์ง‘๋Œ€์„ฑํ•˜์—ฌ
07:19
in order to see patterns,
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ํŒจํ„ด์„ ์‚ดํŽด๋ณผ ์ˆ˜ ์žˆ๋Š” ๊ฒƒ์ด์ฃ .
07:21
an entirely new thing.
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์•„์ฃผ ์ƒˆ๋กœ์šด ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:23
If we run the numbers forward to today,
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์˜ค๋Š˜๋‚ ์˜ ํ†ต๊ณ„์น˜๋ฅผ ์‚ดํŽด๋ณด๋ฉด
07:25
it probably looks something like this.
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์ •ํ™•ํ•œ ์ˆ˜์น˜๋Š” ์•„๋‹™๋‹ˆ๋‹ค๋งŒ,
07:27
We're not really sure.
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์ด๋Ÿฐ ์ถ”์„ธ๊ฐ€ ๋‚˜ํƒ€๋‚  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:28
If we run the numbers forward to 2020,
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IDC๊ฐ€ ์ œ๊ณตํ•œ ์ž๋ฃŒ์— ๋”ฐ๋ฅด๋ฉด
07:30
we of course have an exact number, courtesy of IDC.
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2020๋…„ ์ฏค์—๋Š” ์ด๋ ‡์Šต๋‹ˆ๋‹ค.
07:33
It's curious that the future is so much more predictable than the present.
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๋“ฑ์ž” ๋ฐ‘์ด ์–ด๋‘ก๋‹ค๋”๋‹ˆ ํ˜„์žฌ๋ณด๋‹ค ๋ฏธ๋ž˜๊ฐ€ ์˜ˆ์ธกํ•˜๊ธฐ ์‰ฝ๋‹ค๋„ค์š”.
07:37
And what it implies is a hundredfold multiplication
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IP ์ฃผ์†Œ๋กœ ์—ฐ๊ฒฐ๋œ
07:42
in the stock of information that is connected
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์ •๋ณด์˜ ์–‘์ด
07:45
via an I.P. address.
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์ˆ˜๋ฐฑ๋ฐฐ๋กœ ๋Š˜์–ด๋‚ฉ๋‹ˆ๋‹ค.
07:47
Now, if the number of connections that we can make
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์ž, ๋งŒ์•ฝ ์„œ๋ฒ„๋‚˜ PC๋“ค์˜ ์—ฐ๊ฒฐ์ ์ด
07:50
is proportional to the number of pairs of data points,
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๋ฐ์ดํ„ฐ์˜ ์ž๋ฃŒ์ˆ˜์™€ ๋น„๋ก€ํ•œ๋‹ค๋ฉด,
07:53
a hundredfold multiplication in the quantity of data
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๋ฐ์ดํ„ฐ๊ฐ€ 100๋ฐฐ ๋Š˜์–ด๋‚  ์ˆ˜๋ก
07:56
is a ten-thousandfold multiplication
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๊ทธ ๋ฐ์ดํ„ฐ์—์„œ ์šฐ๋ฆฌ๊ฐ€ ๊ด€์ฐฐํ•  ์ˆ˜ ์žˆ๋Š”
07:58
in the number of patterns
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ํŒจํ„ด์˜ ์ˆ˜๋Š”
08:00
that we can see in that data,
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2077
10000๋ฐฐ ๋” ๋Š˜์–ด๋‚ฉ๋‹ˆ๋‹ค.
08:02
this just in the last 10 or 11 years.
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์ด๊ฒƒ์€ ์ง€๋‚œ 10~11๋…„ ์‚ฌ์ด์— ์ผ์–ด๋‚ฌ์Šต๋‹ˆ๋‹ค.
08:04
This, I would submit, is a sea change,
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์ด๊ฒƒ์€ ์ œ ์˜๊ฒฌ์œผ๋กœ๋Š” ์—„์ฒญ๋‚œ ๋ณ€ํ™”์ž…๋‹ˆ๋‹ค.
08:07
a profound change in the economics
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2084
์šฐ๋ฆฌ๊ฐ€ ์‚ด๊ณ  ์žˆ๋Š” ๊ฒฝ์ œ์ฒด์ œ์˜
08:09
of the world that we live in.
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ํฐ ๋ณ€ํ™”๋ฅผ ์•ผ๊ธฐํ•œ๋‹ค๋Š” ๊ฒƒ์ด์ฃ .
08:11
The first human genome,
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์ตœ์ดˆ๋กœ ๋ฐœ๊ฒฌ๋œ ์ธ๊ฐ„ ๊ฒŒ๋†ˆ,
08:12
that of James Watson,
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์ธ๊ฐ„๊ฒŒ๋†ˆํ”„๋กœ์ ํŠธ ์—ฐ๊ตฌ๊ฐ€ ์ •์ ์— ๋‹ฌํ•œ 2000๋…„๋ถ€ํ„ฐ
08:14
was mapped as the culmination of the Human Genome Project in the year 2000,
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์ œ์ž„์Šค ์™“์Šจ์˜ ์œ ์ „์ฒด์ง€๋„๋ฅผ ์ž‘์„ฑํ•˜๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
08:18
and it took about 200 million dollars
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๋‹จ ํ•œ ์‚ฌ๋žŒ์˜ ๊ฒŒ๋†ˆ์„ ๋ถ„์„ํ•˜๋Š”๋ฐ
08:20
and about 10 years of work to map
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2์–ต ๋‹ฌ๋Ÿฌ์— ๋‹ฌํ•˜๋Š” ๊ฑฐ๊ธˆ๊ณผ
08:22
just one person's genomic makeup.
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10๋…„์„ ์Ÿ์•„๋ถ€์–ด์•ผ ํ–ˆ์Šต๋‹ˆ๋‹ค.
08:24
Since then, the costs of mapping the genome have come down.
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๊ทธ๋’ค๋ถ€ํ„ฐ ์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ์— ๋“œ๋Š” ๋น„์šฉ์€ ๊ฐ์†Œํ–ˆ์Šต๋‹ˆ๋‹ค.
08:27
In fact, they've come down in recent years
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1887
์‚ฌ์‹ค ๋ช‡๋…„ ์ „๋ถ€ํ„ฐ๋Š” ๊ฐ€๊ฒฉ์ด
08:29
very dramatically indeed,
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๊ธ‰๊ฒฉํžˆ ๊ฐ์†Œํ–ˆ์Šต๋‹ˆ๋‹ค.
08:31
to the point where the cost is now below 1,000 dollars,
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์š”์ƒˆ ๋“œ๋Š” ๋น„์šฉ์€ 1,000๋‹ฌ๋Ÿฌ์„  ์ดํ•˜์ด๋ฉฐ,
08:33
and it's confidently predicted that by the year 2015
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2015๋…„์— ๋˜๋ฉด 100๋‹ฌ๋Ÿฌ ์•„๋ž˜๋กœ
08:36
it will be below 100 dollars --
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๋‚ด๋ ค๊ฐˆ ๊ฒƒ์œผ๋กœ ์˜ˆ์ธกํ•ฉ๋‹ˆ๋‹ค.
08:38
a five or six order of magnitude drop
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15๋…„์ด๋ผ๋Š” ์งง์€ ๊ธฐ๊ฐ„์—
08:41
in the cost of genomic mapping
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521436
1945
์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ์— ๋“œ๋Š” ๋น„์šฉ์ด
08:43
in just a 15-year period,
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์‹ญ๋งŒ์—์„œ ๋ฐฑ๋งŒ๋ฐฐ ์ •๋„ ์ธํ•˜ํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
08:45
an extraordinary phenomenon.
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๋†€๋ผ์šด ํ˜„์ƒ์ž…๋‹ˆ๋‹ค.
08:48
Now, in the days when mapping a genome
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์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ์„ ํ•˜๋Š”๋ฐ ๋“  ๋น„์šฉ์ด
08:52
cost millions, or even tens of thousands,
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์ˆ˜๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ์—์„œ ์ˆ˜์ฒœ๋งŒ๋‹ฌ๋Ÿฌ๊ฐ€ ํ•„์š”ํ•˜๋˜ ๋•Œ์—๋Š”
08:55
it was basically a research enterprise.
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1978
์ด๋Š” ๊ทผ๋ณธ์ ์œผ๋กœ ์—ฐ๊ตฌ ์‚ฌ์—…์ด์—ˆ์Šต๋‹ˆ๋‹ค.
08:57
Scientists would gather some representative people,
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๊ณผํ•™์ž๋“ค์€ ๋ช‡๋ช‡์˜ ๋Œ€ํ‘œ ์ƒ˜ํ”Œ์„ ๋ชจ์•„์„œ
09:00
and they would see patterns, and they would try
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๋‚˜ํƒ€๋‚˜๋Š” ํŒจํ„ด์„ ๋ณด๊ณ 
09:01
and make generalizations about human nature and disease
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๊ทธ๋“ค์ด ๋ฐœ๊ฒฌํ•œ ์ถ”์ƒ์ ์ธ ํŒจํ„ด์„ ๋ณด๋ฉฐ ์ธ๊ฐ„์˜ ๋ณธ์„ฑ๊ณผ ์งˆ๋ณ‘์„
09:04
from the abstract patterns they find
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์ผ๋ฐ˜ํ™”ํ•˜๋ ค ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:05
from these particular selected individuals.
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ํŠน๋ณ„ํžˆ ์„ ๋ฐœ๋œ ๋ช‡๋ช‡์œผ๋กœ๋ถ€ํ„ฐ ๋ง์ž…๋‹ˆ๋‹ค.
09:09
But when the genome can be mapped for 100 bucks,
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ํ•˜์ง€๋งŒ ์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ ๋น„์šฉ์ด
09:12
99 dollars while you wait,
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100๋‹ฌ๋Ÿฌ ์ดํ•˜๋กœ ๋–จ์–ด์ง„๋‹ค๋ฉด,
09:14
then what happens is, it becomes retail.
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์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ์€ ๋ณดํŽธํ™”๋ฉ๋‹ˆ๋‹ค.
09:16
It becomes above all clinical.
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1857
์ž„์ƒ์˜ ๋ฒ”์œ„๋ฅผ ๋„˜์–ด๊ฐ€์ฃ .
09:18
You go the doctor with a cold,
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๊ฐ๊ธฐ์— ๊ฑธ๋ ค ๋ณ‘์›์— ๊ฐ‘๋‹ˆ๋‹ค.
09:19
and if he or she hasn't done it already,
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1934
์•„์ง ํ™˜์ž๊ฐ€ ์ž์‹ ์˜ ์œ ์ „์ฒด์ง€๋„๋ฅผ ์ž‘์„ฑํ•˜์ง€ ์•Š์•˜๋‹ค๋ฉด
09:21
the first thing they do is map your genome,
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๋งจ๋จผ์ € ์œ ์ „์ฒด์ง€๋„์ž‘์„ฑ์„ ํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:23
at which point what they're now doing
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์ด๋Ÿฐ ๊ณผ์ •์„ ํ†ตํ•ด ์น˜๋ฃŒ๋ฅผ ํ•˜๊ฒŒ ๋˜๋ฉด
09:25
is not starting from some abstract knowledge of genomic medicine
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์œ ์ „์ž๊ณตํ•™์— ๋Œ€ํ•œ ์ผ๋ถ€ ์ถ”์ƒ์  ์ง€์‹์„
09:30
and trying to work out how it applies to you,
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์—ฌ๋Ÿฌ๋ถ„ํ•œํ…Œ ์ ์šฉํ• ๋ ค๊ณ  ํ•˜๋Š” ๊ฒŒ ์•„๋‹ˆ๋ผ
09:32
but they're starting from your particular genome.
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์—ฌ๋Ÿฌ๋ถ„์˜ ํŠน์ •ํ•œ ๊ฒŒ๋†ˆ์— ํŠน์„ฑํ™”๋œ ์น˜๋ฃŒ๋ฒ•์„ ์‚ฌ์šฉํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
09:34
Now think of the power of that.
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์ž, ๊ทธ ์˜ํ–ฅ์„ ์ƒ๊ฐํ•ด๋ณด์„ธ์š”.
09:36
Think of where that takes us
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์œ ์ „์ฒด ๋ฐ์ดํ„ฐ์™€
09:37
when we can combine genomic data
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์ž„์ƒ ๋ฐ์ดํ„ฐ,
09:40
with clinical data
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์•ฝ๋ฌผ์˜ ์ƒํ˜ธ์ž‘์šฉ์— ๊ด€ํ•œ ๋ฐ์ดํ„ฐ,
09:42
with data about drug interactions
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ํ•ธ๋“œํฐ์ด๋‚˜ ์˜๋ฃŒ์šฉ ๊ฐ์ง€๊ธฐ๊ฐ™์ด
09:44
with the kind of ambient data that devices
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๊ธฐ๊ธฐ๋“ค์ด ๋ชจ์œผ๋Š”
09:46
like our phone and medical sensors
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ํ™˜๊ฒฝ ๋ฐ์ดํ„ฐ๊ฐ€
09:48
will increasingly be collecting.
237
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์–ด๋–ค ๋ฏธ๋ž˜๋กœ ์ด๋Œ์ง€ ์ƒ๊ฐํ•ด ๋ณด์‹ญ์‹œ์˜ค.
09:50
Think what happens when we collect all of that data
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๊ทธ๋Ÿฐ ์ •๋ณด๋ฅผ ๋ชจ๋‘ ์ˆ˜์ง‘ํ•ด
09:52
and we can put it together
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์ง‘๋Œ€์„ฑํ•˜๋ฉด,
09:54
in order to find patterns we wouldn't see before.
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๊ทธ์— ๋Œ€ํ•ด ๋ชฐ๋ž๋˜ ํŒจํ„ด์„ ๋ฐฐ์šธ ์ˆ˜ ์žˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:56
This, I would suggest, perhaps it will take a while,
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์‹œ๊ฐ„์ด ๊ฑธ๋ฆฌ๊ธด ํ•˜๊ฒ ์ง€๋งŒ, ์ด๊ฒƒ์ด์•ผ๋ง๋กœ
09:59
but this will drive a revolution in medicine.
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์˜ํ•™๊ณ„์— ํฐ ํŒŒ๋ž€์„ ์ผ์œผํ‚ฌ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:02
Fabulous, lots of people talk about this.
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๊ต‰์žฅํ•œ ์ผ์ž…๋‹ˆ๋‹ค. ๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ์–˜๊ธฐํ•˜์ฃ .
10:04
But there's one thing that doesn't get much attention.
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๊ทธ๋Ÿฌ๋‚˜ ์ถฉ๋ถ„ํ•œ ๊ด€์‹ฌ์ด ์ ๋ฆฌ์ง€ ์•Š๋Š” ๊ฒƒ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
10:06
How is that model of colossal sharing
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์•ž์—์„œ ๋งํ–ˆ๋“ฏ์ด ๋‹ค์–‘ํ•œ ๋ฐ์ดํ„ฐ๋ฒ ์ด์Šค๋ฅผ ํ†ตํ•œ
10:10
across all of those kinds of databases
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๋Œ€๊ทœ๋ชจ ๊ณต์œ ๋ฐฉ๋ฒ•์—
10:12
compatible with the business models
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์ ์‘ํ•  ์ˆ˜ ์žˆ๋Š”
10:15
of institutions and organizations and corporations
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๊ธฐ๊ด€, ์กฐ์ง์ด๋‚˜ ๊ธฐ์—…์ด
10:17
that are involved in this business today?
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ํ˜„ ์‹œ๋Œ€์— ํ•˜๋‚˜๋ผ๋„ ์žˆ์„๊นŒ์š”?
10:20
If your business is based on proprietary data,
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์‚ฌ์—…์ด ๋…์ ์ ์ธ ๋ฐ์ดํ„ฐ๋ฅผ ๋ฐ”ํƒ•์œผ๋กœ ํ•˜๊ฑฐ๋‚˜
10:22
if your competitive advantage is defined by your data,
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๊ธฐ์—…์ด ๋ณด์œ ํ•œ ๋ฐ์ดํ„ฐ๊ฐ€ ๊ณง ๊ฒฝ์Ÿ๋ ฅ์œผ๋กœ ์ด์–ด์ง„๋‹ค๋ฉด,
10:25
how on Earth is that company or is that society
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์ •๋ณด๊ธฐ์ˆ ์— ์ „์ ์œผ๋กœ ์˜์กดํ•˜๋Š” ์‹œ์žฅ์—์„œ
10:29
in fact going to achieve the value
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๊ธฐ์—…์ด๋‚˜ ์‚ฌํšŒ๋“ค์ด
10:31
that's implicit in the technology? They can't.
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์ ์‘ํ•  ์ˆ˜ ์žˆ์„๊นŒ์š”? ๊ทธ๋ ‡์ง€ ๋ชปํ•ฉ๋‹ˆ๋‹ค.
10:34
So essentially what's happening here,
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๊ฒฐ๊ตญ์— ์ผ์–ด๋‚  ํ˜„์ƒ์€ ์ด๋ ‡์Šต๋‹ˆ๋‹ค.
10:36
and genomics is merely one example of this,
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์œ ์ „์ฒดํ•™์€ ํ•˜๋‚˜์˜ ์˜ˆ์ผ ๋ฟ์ž…๋‹ˆ๋‹ค.
10:39
is that technology is driving
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์ง€๊ธˆ๊นŒ์ง€ ์ƒ๊ฐํ•ด ์™”๋˜
10:41
the natural scaling of the activity
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ํŠน์ • ๋‹จ์ฒด๋‚˜ ๊ธฐ์—…์˜ ์˜ํ–ฅ๋ ฅ์ด
10:44
beyond the institutional boundaries within which
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๊ธฐ์ˆ ์˜ ๋ฐœ์ „์œผ๋กœ ์ธํ•˜์—ฌ
10:47
we have been used to thinking about it,
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๋”์šฑ ๋Š˜์–ด๋‚˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:49
and in particular beyond the institutional boundaries
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ํŠนํžˆ ์‚ฌ์—…์ „๋žต์„ ์งœ๋ฉด์„œ
10:51
in terms of which business strategy
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๊ธฐ์—…์ด๋‚˜ ๋‹จ์ฒด์˜ ์˜ํ–ฅ๋ ฅ์ด ๋ฏธ์น  ๊ฒƒ์œผ๋กœ
10:53
as a discipline is formulated.
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์ „์ œํ•œ ๋ฒ”์œ„๊ฐ€ ๋ณด๋‹ค ๋Š˜์–ด๋‚˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:57
The basic story here is that what used to be
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์ด ํ˜„์ƒ์— ์˜ํ•ด์„œ
11:00
vertically integrated, oligopolistic competition
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์ˆ˜์ง์  ๊ตฌ์กฐ๋กœ ์ด๋ฃจ์–ด์ง„ ์กฐ์ง๋“ค์€
11:04
among essentially similar kinds of competitors
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์ˆ˜ํ‰์  ๊ตฌ์กฐ๋กœ ๊ฐœํŽธ๋  ๊ฒƒ์ด๊ณ ,
11:07
is evolving, by one means or another,
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๊ฒฝ์Ÿ์ž๋“ค์„ ๋ˆ„๋ฅด๊ณ  ์‹œ์žฅ์„ ๋” ํ™•๋ณดํ•˜๋ ค๋Š”
11:09
from a vertical structure to a horizontal one.
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๊ธฐ์—…๋“ค์˜ ๋ชฉํ‘œ๊ฐ€ ๋‹ฌ๋ผ์งˆ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
11:12
Why is that happening?
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์™œ ์ด๊ฒƒ์ด ๋ฐœ์ƒํ•˜๊ณ  ์žˆ๋Š” ๊ฒƒ์ผ๊นŒ์š”?
11:14
It's happening because transaction costs are plummeting
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์ด์œ ๋Š” ๊ฑฐ๋ž˜๋น„์šฉ์ด ํ•˜๋ฝํ•˜๊ณ 
11:17
and because scale is polarizing.
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ํฌ๊ธฐ๊ฐ€ ์–‘๊ทนํ™” ๋˜์—ˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
11:18
The plummeting of transaction costs
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๊ฑฐ๋ž˜๋น„์šฉ์˜ ํ•˜๋ฝ์€
11:20
weakens the glue that holds value chains together,
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๊ฐ€์น˜์‚ฌ์Šฌ์„ ์ฅ๊ณ  ์žˆ๋Š” ์—ฐ๊ฒฐ์„ ์•ฝํ™”์‹œํ‚ค๋ฉฐ,
11:23
and allows them to separate.
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๊ฒฐ๊ตญ์—๋Š” ๋ถ„๋ฆฌ์‹œํ‚ต๋‹ˆ๋‹ค.
11:25
The polarization of scale economies
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์ž‘์€ ๊ฒƒ์ด ์•„๋ฆ„๋‹ต๋‹ค๋Š” ๋ง์ด ์žˆ๋“ฏ์ด,
11:26
towards the very small -- small is beautiful --
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์ด์ „์—๋Š” ๋Œ€๊ทœ๋ชจ ์ƒ์‚ฐ์‹œ์„ค์ด ํ•„์š”ํ•˜๋˜ ๋•Œ์™€ ๋‹ฌ๋ฆฌ
11:30
allows for scalable communities
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์†Œ๊ทœ๋ชจ ์ƒ์‚ฐ์ด ๋Œ€๋ถ€๋ถ„์˜ ์ƒ์‚ฐ์„ ์ฐจ์ง€ํ•˜๋Š”
11:32
to substitute for conventional corporate production.
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๊ฒฝ์ œ์ฒด์ œ๋กœ ์ „ํ™˜๋œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
11:35
The scaling in the opposite direction,
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์ด์— ๋ฐ˜ํ•ด์„œ
11:37
towards things like big data,
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๋น…๋ฐ์ดํ„ฐ๋ฅผ ๊ด€๋ฆฌํ•˜๊ณ  ๋ถ„์„ํ•˜๋Š”
11:39
drive the structure of business
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๋ถ„์•ผ์—์„œ๋Š”
11:41
towards the creation of new kinds of institutions
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๊ทธ ์ž‘์—…์— ์ตœ์ ํ™”๋œ
11:44
that can achieve that scale.
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์ƒˆ๋กœ์šด ํ˜•ํƒœ์˜ ๊ธฐ์—…์ด ๋‚˜ํƒ€๋‚  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
11:46
But either way, the typically vertical structure
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ํ•˜์ง€๋งŒ ๋ชจ๋‘ ๊ฒฐ๊ตญ์—๋Š” ๊ฒฝ์ œ ์ฒด์ œ๊ฐ€
11:48
gets driven to becoming more horizontal.
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์ˆ˜์ง์  ๊ตฌ์กฐ์—์„œ ์ˆ˜ํ‰์  ๊ตฌ์กฐ๋กœ ๋ฐ”๋€” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
11:51
The logic isn't just about big data.
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์ด๋Š” ๋‹จ์ง€ ๋น…๋ฐ์ดํ„ฐ์—๋งŒ ๊ตญํ•œ๋˜๋Š” ๊ฒƒ์ด ์•„๋‹™๋‹ˆ๋‹ค.
11:54
If we were to look, for example, at the telecommunications industry,
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์˜ˆ๋ฅผ ๋“ค์–ด ์›๊ฑฐ๋ฆฌ ํ†ต์‹  ์‚ฐ์—…์„ ์‚ดํŽด๋ณด์ž๋ฉด,
11:57
you can tell the same story about fiber optics.
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์„ฌ์œ ๊ด‘ํ•™์—์„œ๋„ ๊ฐ™์€ ๊ฒฐ๊ณผ๊ฐ€ ๋‚˜ํƒ€๋‚ฉ๋‹ˆ๋‹ค.
11:59
If we look at the pharmaceutical industry,
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๋˜ํ•œ ์ œ์•ฝ์—…์—์„œ,
12:02
or, for that matter, university research,
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๋” ๋‚˜์•„๊ฐ€ ๋Œ€ํ•™์˜ ์—ฐ๊ตฌ์—์„œ๋„
12:03
you can say exactly the same story
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๊ฑฐ๋Œ€๊ณผํ•™์— ๋Œ€ํ•ด์„œ๋„
12:05
about so-called "big science."
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๊ฐ™์€ ์ด์•ผ๊ธฐ๋ฅผ ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
12:07
And in the opposite direction,
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๋ฐ˜๋Œ€๋กœ, ์˜ˆ๋ฅผ ๋“ค์–ด
12:08
if we look, say, at the energy sector,
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์—๋„ˆ์ง€ ์‚ฐ์—…์—์„œ
12:11
where all the talk is about how households
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ํ™”์ œ๊ฐ€ ๋˜๊ณ  ์žˆ๋Š” ๊ฒƒ์€
12:13
will be efficient producers of green energy
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๊ฐ ๊ฐ€๊ตฌ๊ฐ€ ์นœํ™˜๊ฒฝ์—๋„ˆ์ง€๋ฅผ ์ƒ์‚ฐํ•ด
12:17
and efficient conservers of energy,
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๊ฒฐ๊ณผ์ ์œผ๋กœ ์—๋„ˆ์ง€๋ฅผ ์•„๋ผ๋Š” ๋ฐฉ๋ฒ•์ž…๋‹ˆ๋‹ค.
12:20
that is, in fact, the reverse phenomenon.
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์ด๊ฒƒ์ด ๋ฐ˜๋Œ€ ํ˜„์ƒ์ž…๋‹ˆ๋‹ค.
12:22
That is the fragmentation of scale
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๊ทœ๋ชจ๊ฐ€ ๋‚˜๋ˆ ์ ธ
12:23
because the very small can substitute
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์•„์ฃผ ์ž‘์€ ๊ฒƒ์ด ์ „ํ†ต์ ์ธ ๊ธฐ์—…์˜ ๊ทœ๋ชจ๋ฅผ
12:26
for the traditional corporate scale.
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๋Œ€์ฒดํ•˜๊ฒŒ ๋ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:28
Either way, what we are driven to
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ํ•˜์ง€๋งŒ ์–ด๋–ค ๊ด€์ ์—์„œ ๋ณด๋“  ๊ฒฐ๊ตญ์—๋Š”
12:30
is this horizontalization of the structure of industries,
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์‚ฐ์—…๊ตฌ์กฐ๋Š” ์ˆ˜ํ‰ํ™”๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:34
and that implies fundamental changes
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์ด๊ฒƒ์€ ์šฐ๋ฆฌ๊ฐ€ ๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์„
12:36
in how we think about strategy.
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๋ฐ”๋ผ๋ณด๋Š” ๋ฒ•์„ ๋ฐ”๊ฟ€ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:38
It means, for example, that we need to think
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์ฆ‰, ์šฐ๋ฆฌ๋Š” ์ˆ˜ํ‰ํ™”๋œ ๊ตฌ์กฐ๋ฅผ
12:40
about strategy as the curation
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ํ†ตํ•ฉํ•˜๊ณ  ๊ณต์œ ํ•˜๋Š” ๊ณผ์ •์„
12:43
of these kinds of horizontal structure,
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๋น„์ฆˆ๋‹ˆ์Šค ์ „๋žต์— ํฌํ•จ์‹œํ‚ค๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:45
where things like business definition
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์ด๋•Œ ๊ธฐ์—…์˜ ์ •์˜๋‚˜
12:47
and even industry definition
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์‚ฐ์—…์˜ ์ •์˜๋Š”
12:49
are actually the outcomes of strategy,
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์ „๋žต์˜ ๊ฒฐ๊ณผ์— ๋”ฐ๋ผ ๋ฐ”๋€๋‹ˆ๋‹ค.
12:51
not something that the strategy presupposes.
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์ „๋žต์ด ์˜ˆ์ƒํ•˜๋Š” ๊ฒƒ์ด ์•„๋‹™๋‹ˆ๋‹ค.
12:55
It means, for example, we need to work out
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๋˜ํ•œ, ๊ฒฝ์Ÿ๊ธฐ์—…๋“ค์ด
12:58
how to accommodate collaboration
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ํ˜‘๋ ฅ๊ณผ ๊ฒฝ์Ÿ์„
13:00
and competition simultaneously.
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๋™์‹œ์— ํ•  ์ˆ˜ ์žˆ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
13:02
Think about the genome.
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๊ฒŒ๋†ˆ์„ ์ƒ๊ฐํ•ด๋ณด์„ธ์š”.
13:03
We need to accommodate the very large
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์šฐ๋ฆฌ๋Š” ์•„์ฃผ ํฌ๊ณ  ์ž‘์€ ๊ฒƒ์„
13:05
and the very small simultaneously.
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๋™์‹œ์— ์ˆ˜์šฉํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
13:07
And we need industry structures
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๊ทธ๋ฆฌ๊ณ  ๋งค์šฐ ๋‹ค๋ฅธ ๋ชฉ์ ์„
13:09
that will accommodate very, very different motivations,
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์ˆ˜์šฉํ•˜๊ณ  ์ถฉ์กฑ์‹œ์ผœ์ฃผ๋Š” ์‚ฐ์—…๊ตฌ์กฐ๋ฅผ ํ•„์š”๋กœ ํ•ฉ๋‹ˆ๋‹ค.
13:12
from the amateur motivations of people in communities
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์•„๋งˆ์ถ”์–ด ๊ณต๋™์ฒด์— ์†ํ•œ ๊ฐœ์ธ์˜ ๋ชฉ์ ์ด๋‚˜
13:14
to maybe the social motivations
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๊ตญ๊ฐ€๊ฐ€ ๊ฑด์„คํ•œ ๊ธฐ๋ฐ˜์‹œ์„ค์—์„œ
13:16
of infrastructure built by governments,
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๋ฐœ์ƒํ•˜๋Š” ์‚ฌํšŒ์  ๋ชฉ์  ๊ฐ™์ด ๋ง์ž…๋‹ˆ๋‹ค.
13:19
or, for that matter, cooperative institutions
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๊ทธ๋ž˜์„œ ๊ฒฝ์Ÿํ•˜๋Š” ํšŒ์‚ฌ๋“ค์ด ํ•จ๊ป˜ ์„ธ์šด
13:21
built by companies that are otherwise competing,
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ํ˜‘๋ ฅ ๊ธฐ๊ด€๋“ค์ด ์ƒ๊น๋‹ˆ๋‹ค.
13:24
because that is the only way that they can get to scale.
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์ด๋ ‡๊ฒŒ ํ•˜์ง€ ์•Š๊ณ ์„œ๋Š” ์‚ฐ์—…๋ณ€ํ™”์— ์ ์‘ํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
13:27
These kinds of transformations
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์ด๋Ÿฐ ๋ณ€ํ™”๋Š” ๊ตฌ์‹์˜ ๋น„์ง€๋‹ˆ์Šค ์ „๋žต์„
13:29
render the traditional premises of business strategy obsolete.
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๋ฌด์šฉ์ง€๋ฌผ๋กœ ๋งŒ๋“ค์–ด๋ฒ„๋ฆฝ๋‹ˆ๋‹ค.
13:33
They drive us into a completely new world.
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๊ทธ๊ฒƒ๋“ค์€ ์™„์ „ํžˆ ์ƒˆ๋กœ์šด ์„ธ์ƒ์œผ๋กœ ์ด๋Œ์–ด ์ค๋‹ˆ๋‹ค.
13:35
They require us, whether we are
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์šฐ๋ฆฌ๊ฐ€ ๊ณต๊ณต๋ถ€๋ฌธ์ด๋‚˜ ๋ฏผ๊ฐ„ ๋ถ€๋ฌธ์— ์žˆ๋“ 
13:37
in the public sector or the private sector,
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๋น„์ง€๋‹ˆ์Šค ๊ตฌ์กฐ๋ฅผ ๋ฐ”๋ผ๋ณด๋Š”
13:39
to think very fundamentally differently
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๊ทผ๋ณธ์ ์ธ ์ธ์‹์„
13:42
about the structure of business,
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๋ณ€ํ™”์‹œํ‚ต๋‹ˆ๋‹ค.
13:43
and, at last, it makes strategy interesting again.
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๋งˆ์ง€๋ง‰์œผ๋กœ, ์ด๋Š” ์ „๋žต์„ ๋‹ค์‹œ ํฅ๋ฏธ๋กญ๊ฒŒ ๋งŒ๋“ค์–ด์ค๋‹ˆ๋‹ค.
13:47
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
13:50
(Applause)
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(๋ฐ•์ˆ˜)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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