What can we learn from shortcuts? | Tom Hulme

162,401 views ใƒป 2016-07-21

TED


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

๋ฒˆ์—ญ: JY Kang ๊ฒ€ํ† : seohyeon Yoon
00:12
When we're designing new products,
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์šฐ๋ฆฌ๊ฐ€ ์ƒˆ๋กœ์šด ์ œํ’ˆ์„ ๋””์ž์ธํ•  ๋•Œ๋‚˜
00:15
services or businesses,
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์ƒˆ๋กœ์šด ์„œ๋น„์Šค๋‚˜ ์‚ฌ์—…์„ ๊ตฌ์ƒํ•  ๋•Œ
00:17
the only time you'll know if they're any good,
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๊ทธ๊ฒŒ ๊ดœ์ฐฎ์€ ์•„์ด๋””์–ด์ธ์ง€
00:19
if the designs are good,
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๊ดœ์ฐฎ์€ ๋””์ž์ธ์ธ์ง€์„ ์•Œ๋ ค๋ฉด
00:21
is to see how they're used in the real world, in context.
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๋ง๊ทธ๋Œ€๋กœ ์‹ค์ œ๋กœ ๊ทธ๊ฒŒ ์–ด๋–ป๊ฒŒ ํ™œ์šฉ๋˜๋Š”์ง€๋ฅผ ๋ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
00:26
I'm reminded of that every time I walk past Highbury Fields
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ํ•˜์ด๋ฒ ๋ฆฌ ๊ณต์›์„ ๊ฑธ์„ ๋•Œ๋งˆ๋‹ค ์ „ ๋Š˜ ๊ทธ๊ฑธ ๋˜์ƒˆ๊ธฐ๊ณค ํ•ฉ๋‹ˆ๋‹ค.
00:30
in north London.
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๋Ÿฐ๋˜ ๋ถ๋ถ€์— ์žˆ๋Š” ๊ณณ์ธ๋ฐ์š”.
00:32
It's absolutely beautiful.
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์ •๋ง ์•„๋ฆ„๋‹ค์šด ๊ณณ์ด์ฃ .
00:33
There's a big open green space.
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๋„“์€ ๋…น์ง€๊ฐ€ ์žˆ๊ณ 
00:35
There's Georgian buildings around the side.
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์ค‘์„ธ ๊ฑด๋ฌผ๋“ค์ด ์ฃผ๋ณ€์„ ์—์›Œ์‹ธ๊ณ  ์žˆ์ฃ .
00:37
But then there's this mud trap that cuts across the middle.
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๊ทธ๋Ÿฐ๋ฐ ์ค‘์•™์— ํ™๊ธธ์ด ๊ฐ€๋กœ์งˆ๋Ÿฌ ๋‚˜์žˆ์Šต๋‹ˆ๋‹ค.
00:41
People clearly don't want to walk all the way around the edge.
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์‚ฌ๋žŒ๋“ค์€ ์ฃผ๋ณ€์„ ๋‘๋ฅด๋Š” ๊ธธ๋กœ๋Š” ๋‹ค๋‹ˆ์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
00:45
Instead, they want to take the shortcut,
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๊ทธ ๋Œ€์‹  ์ง€๋ฆ„๊ธธ์„ ํƒํ•˜์ฃ .
00:47
and that shortcut is self-reinforcing.
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๊ทธ ์ง€๋ฆ„๊ธธ์€ ์ €์ ˆ๋กœ ๊ตณ์–ด์ง„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
00:50
Now, this shortcut is called a desire path,
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์ด๋Ÿฐ ์ง€๋ฆ„๊ธธ์„ ํฌ๋ง๊ฒฝ๋กœ๋ผ๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
00:54
and it's often the path of least resistance.
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์ €ํ•ญ๊ฐ์ด ์ตœ์†Œํ™”๋˜๋Š” ๊ฒฝ๋กœ๊ฐ€ ๋˜์ฃ .
00:56
I find them fascinating,
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์ด๊ฒƒ์ด ํฅ๋ฏธ๋กœ์šด ์ด์œ ๋Š”
00:58
because they're often the point where design and user experience diverge.
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์ด ๊ณณ์ด ๋””์ž์ธ๊ณผ ์‚ฌ์šฉ์ž ๊ฒฝํ—˜์ด ๋‚˜๋‰˜๋Š” ์ง€์ ์ด๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
01:04
Now at this point, I should apologize,
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์ด ๋Œ€๋ชฉ์—์„œ ์ œ๊ฐ€ ์‚ฌ๊ณผ๋“œ๋ ค์•ผ๊ฒ ๋„ค์š”.
01:06
because you guys are going to start seeing these everywhere.
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์—ฌ๋Ÿฌ๋ถ„์€ ์ด์ œ ์–ด๋””์„œ๋‚˜ ์ด๋Ÿฐ ๊ฒŒ ๋ˆˆ์— ๋“ค์–ด์˜ค๊ฒŒ ๋  ๊ฒƒ์ด๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
01:08
But today, I'm going to pick three I find interesting
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์˜ค๋Š˜ ์ €๋Š” ์ œ๊ฐ€ ์•Œ๊ฒŒ ๋œ ์„ธ ๊ฐ€์ง€ ํฅ๋ฏธ๋กœ์šด ์‚ฌ์‹ค์„ ๋ง์”€๋“œ๋ฆฌ๊ณ 
01:11
and share what actually it reminds me
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๊ทธ๊ฒƒ์ด ์ƒˆ๋กœ์šด ์ œํ’ˆ๊ณผ ์„œ๋น„์Šค๋ฅผ ๋Ÿฐ์นญํ•จ์— ์žˆ์–ด์„œ
01:13
about launching new products and services.
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์–ป๊ฒŒ ๋œ ๊ตํ›ˆ์„ ๊ณต์œ ํ•˜๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
01:17
The first is in the capital city of Brazil -- Brasilia.
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์ฒซ ๋ฒˆ์งธ๋Š” ๋ธŒ๋ผ์งˆ ์ˆ˜๋„์ธ ๋ธŒ๋ผ์งˆ๋ฆฌ์•„์—์„œ ์žˆ์—ˆ๋˜ ์ผ์ž…๋‹ˆ๋‹ค.
01:21
And it reminds me that sometimes,
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์ด ์ผํ™”๊ฐ€ ์ฃผ๋Š” ๊ตํ›ˆ์€
01:23
you have to just focus on designing for a real need
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๋””์ž์ธ์„ ํ• ๋•Œ๋Š” ์‹ค์ƒํ™œ์˜ ์š”๊ตฌ์‚ฌํ•ญ๊ณผ ๋งˆ์ฐฐ์„ ์ค„์ด๋Š”
01:26
at low friction.
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๋””์ž์ธ์„ ํ•ด์•ผ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
01:28
Now, Brasilia is fascinating.
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๋ธŒ๋ผ์งˆ๋ฆฌ์•„๋Š” ๋งค๋ ฅ์ ์ธ ๋„์‹œ์ฃ .
01:29
It was designed by Niemeyer in the '50s.
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์ด ๊ณณ์€ 50๋…„๋Œ€์— ๋‹ˆ๋งˆ์ด์–ด๊ฐ€ ๋„์‹œ ์„ค๊ณ„๋ฅผ ํ–ˆ์Šต๋‹ˆ๋‹ค.
01:32
It was the golden age of flying,
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๋‹น์‹œ๋Š” ํ•ญ๊ณต์‚ฐ์—…์˜ ํ™ฉ๊ธˆ๊ธฐ์˜€์ฃ .
01:35
so he laid it out like a plane, as you can see there.
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๊ทธ๋ž˜์„œ ๊ทธ๋Š” ํ•ญ๊ณต๊ธฐ ํ˜•ํƒœ๋กœ ๊ณต๊ฐ„์„ ๋ฐฐ์น˜ํ–ˆ์Šต๋‹ˆ๋‹ค. ๋ณด์‹œ๋Š” ๊ฒƒ ์ฒ˜๋Ÿผ์š”.
01:38
Slightly worryingly,
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์•ฝ๊ฐ„ ์šฐ๋ ค์Šค๋Ÿฌ์šด ์ ์€
01:39
he put most of the important government buildings in the cockpit.
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๋Œ€๋ถ€๋ถ„์˜ ์ฃผ์š” ์ •๋ถ€๊ฑด๋ฌผ์„ ์กฐ์ข…์„ ์œ„์น˜์— ๋‘์—ˆ๋‹ค๋Š” ๊ฑฐ์—์š”.
01:43
But if you zoom in, in the very center of Brasilia,
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๊ทธ๋Ÿฐ๋ฐ ๋ธŒ๋ผ์งˆ๋ฆฌ์•„ ์ค‘์‹ฌ๊ฐ€๋ฅผ ํ™•๋Œ€ํ•ด ๋ณด๋ฉด
01:45
just where the point is there,
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๋ฐ”๋กœ ์—ฌ๊ธฐ์— ํ•ต์‹ฌ์ด ์žˆ๋Š”๋ฐ์š”.
01:48
you see it's littered with desire paths.
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ํฌ๋ง๊ฒฝ๋กœ๋“ค์ด ํฉ์–ด์ ธ ์žˆ๋Š” ๊ฒŒ ๋ˆˆ์— ๋“ค์–ด์˜ต๋‹ˆ๋‹ค.
01:50
They're absolutely everywhere.
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์ •๋ง ์‚ฌ๋ฐฉ์— ํฉ์–ด์ ธ ์žˆ์ฃ .
01:53
Now, they thought that they had future-proofed this design.
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๊ทธ ๋‹น์‹œ ์‚ฌ๋žŒ๋“ค์€ ์ด๊ฑธ ๋ฏธ๋ž˜์ง€ํ–ฅ์  ๋””์ž์ธ์ด๋ผ ์ƒ๊ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
01:55
They thought in the future we wouldn't need to walk anywhere --
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๋ฏธ๋ž˜์—๋Š” ๊ฑธ์–ด๋‹ค๋‹ˆ์ง€ ์•Š์„ ๊ฑฐ๋ผ๊ณ  ์ƒ๊ฐํ–ˆ๋˜ ๊ฑฐ์ฃ .
01:59
we'd be able to drive --
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์ฐจ๋กœ ์ด๋™ํ•  ๊ฑฐ๋ผ ์ƒ๊ฐํ•˜๊ณ 
02:00
so there was little need for walkways or pavements.
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๋ณด๋„๋‚˜ ํฌ์žฅ๋กœ์— ๋Œ€ํ•œ ํ•„์š”์„ฑ์„ ๋Š๋ผ์ง€ ๋ชปํ–ˆ์Šต๋‹ˆ๋‹ค.
02:04
But as you can see, there's a real need.
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ํ•˜์ง€๋งŒ ๋ณด์‹œ๋Š” ๊ฒƒ์ฒ˜๋Ÿผ ์‹ค์ œ ์š”๊ตฌ๋Š” ์ด๋ ‡์ฃ .
02:07
These are very dangerous desire paths.
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๋งค์šฐ ์œ„ํ—˜ํ•œ ํฌ๋ง๊ฒฝ๋กœ๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
02:09
If we just pick one, in the middle,
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๊ฐ€์šด๋ฐ ํ•˜๋‚˜๋ฅผ ์‚ดํŽด ๋ณด๋ฉด
02:11
you can see it crosses 15 lanes of traffic.
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15์ฐจ์„ ์„ ๊ฐ€๋กœ์ง€๋ฅด๋Š” ๊ฑธ ๋ณผ ์ˆ˜ ์žˆ์ฃ .
02:14
It won't surprise you guys
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๋‹น์—ฐํ•˜๊ฒŒ๋„
02:16
that Brasilia has five times the pedestrian accident rate
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๋ธŒ๋ผ์งˆ๋ฆฌ์•„์˜ ๋ณดํ–‰์ž ๊ตํ†ต์‚ฌ๊ณ ์œจ์€
02:20
of your average US city.
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๋ฏธ๊ตญ ํ‰๊ท ์˜ 15๋ฐฐ๋‚˜ ๋ฉ๋‹ˆ๋‹ค.
02:22
People are resourceful.
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๋Œ€์ค‘์€ ๋˜‘๋˜‘ํ•ฉ๋‹ˆ๋‹ค.
02:24
They'll always find the low-friction route
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๊ทธ๋“ค์€ ๋Š˜ ๋งˆ์ฐฐ์ด ์ ์€ ๊ฒฝ๋กœ๋ฅผ ์ฐพ์•„๋ƒ…๋‹ˆ๋‹ค.
02:27
to save money, save time.
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๋ˆ๊ณผ ์‹œ๊ฐ„์„ ์ ˆ์•ฝํ•˜๊ธฐ ์œ„ํ•ด์„œ์ฃ .
02:30
Not all these desire paths are dangerous,
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๋ชจ๋“  ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ์œ„ํ—˜ํ•œ ๊ฑด ์•„๋‹™๋‹ˆ๋‹ค.
02:32
I was reminded flying here when I was in Heathrow.
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์ด ๊ณณ์„ ๋– ๋‚˜ ํžˆ๋“œ๋กœ ๊ณตํ•ญ์— ๋„์ฐฉํ–ˆ์„ ๋•Œ ์ด ์žฅ๋ฉด์„ ์ƒ๊ธฐํ–ˆ์Šต๋‹ˆ๋‹ค.
02:35
Many of us get frustrated when we're confronted
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๋Œ€๋ถ€๋ถ„ ์‚ฌ๋žŒ๋“ค์€ ๋ฉด์„ธ์  ์•ˆ์˜ ๊ณ ์ •๋œ ํ†ต๋กœ๋ฅผ ๋งˆ์ฃผํ•  ๋•Œ
02:38
with the obligatory walk through duty-free.
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๋ถˆ๋งŒ์„ ๊ฐ–์Šต๋‹ˆ๋‹ค.
02:43
It was amazing to me
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์ œ๊ฐ€ ๋†€๋ž€ ๊ฒƒ์€
02:44
how many people refused to take the long, meandering path to the left,
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๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ์™ผ์ชฝ์˜ ๊ธธ๊ณ  ๊ตฝ์€ ๊ธธ์„ ๊ฑฐ๋ถ€ํ•˜๊ณ 
02:48
and just cut through to the right,
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์˜ค๋ฅธ์ชฝ์œผ๋กœ ๊ฐ€๋กœ์งˆ๋Ÿฌ ๊ฐ„๋‹ค๋Š” ๊ฑฐ์˜€์–ด์š”.
02:50
cut through the desire path.
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ํฌ๋ง๊ฒฝ๋กœ๋กœ ์งˆ๋Ÿฌ๊ฐ€๋Š” ๊ฑฐ์ฃ .
02:52
The question that's interesting is:
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์ด๋Ÿฐ ์˜๋ฌธ์ด ์ƒ๊ฒผ์Šต๋‹ˆ๋‹ค.
02:54
What do designers think when they see our behavior here?
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๋””์ž์ด๋„ˆ๋Š” ์‚ฌ๋žŒ๋“ค์˜ ์ด๋Ÿฐ ํ–‰๋™์„ ๋ณด๊ณ  ์–ด๋–ค ์ƒ๊ฐ์ด ๋“ค๊นŒ์š”?
02:58
Do they think we're stupid?
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์šฐ๋ฆฌ๋ฅผ ๋ฉ์ฒญํ•˜๋‹ค๊ณ  ์ƒ๊ฐํ• ๊นŒ์š”?
03:00
Do they think we're lazy?
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์šฐ๋ฆฌ๊ฐ€ ๊ฒŒ์œผ๋ฅด๋‹ค๊ณ  ์ƒ๊ฐํ• ๊นŒ์š”?
03:02
Or do they accept that this is the only truth?
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๋‹จ์ง€ ๋‹น์—ฐํ•œ ์‚ฌ์‹ค๋กœ๋งŒ ๋ฐ›์•„๋“ค์ผ๊นŒ์š”?
03:04
This is their product.
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์ด๊ฑด ๊ทธ๋“ค ๋””์ž์ธ์˜ ๊ฒฐ๊ณผ์ž…๋‹ˆ๋‹ค.
03:07
We're effectively co-designing their product.
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์šฐ๋ฆฌ๋Š” ๊ทธ๋“ค์˜ ๋””์ž์ธ ๊ฒฐ๊ณผ๋ฌผ์„ ํšจ์œจ์ ์œผ๋กœ ํ•จ๊ป˜ ๋งŒ๋“ค ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
03:10
So our job is to design for real needs at low friction,
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์šฐ๋ฆฌ๊ฐ€ ํ•  ์ผ์€ ๋งˆ์ฐฐ์ด ์ ์€ ์‹ค์ œ ์š”๊ตฌ์‚ฌํ•ญ์„ ๋””์ž์ธํ•˜๋Š” ๊ฑฐ์—์š”.
03:15
because if you don't, the customer will, anyway.
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๋””์ž์ด๋„ˆ๊ฐ€ ํ•˜์ง€ ์•Š๋Š”๋‹ค๋ฉด ์ด์šฉ์ž๊ฐ€ ๊ทธ ์ผ์„ ํ•ด์•ผ๊ฒ ์ฃ .
03:19
The second desire path I wanted to share
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์†Œ๊ฐœํ•ด ๋“œ๋ฆด ๋‘ ๋ฒˆ์งธ ํฌ๋ง๊ฒฝ๋กœ๋Š”
03:21
is at the University of California.
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์บ˜๋ฆฌํฌ๋‹ˆ์•„ ๋Œ€ํ•™์—์„œ์˜ ์ผํ™”์ž…๋‹ˆ๋‹ค.
03:23
And it reminds me
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์ด ์ผํ™”๊ฐ€ ์ฃผ๋Š” ๊ตํ›ˆ์€
03:24
that sometimes the best way to come up with a great design
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๋•Œ๋กœ๋Š” ๋ฌดํ„ฑ๋Œ€๊ณ  ์‹คํ–‰ํ•ด๋ณด๋Š” ๊ฒƒ์ด
ํ›Œ๋ฅญํ•œ ๋””์ž์ธ์„ ์–ป๊ฒŒ ๋˜๋Š” ์ตœ์„ ์˜ ๋ฐฉ๋ฒ•์ด ๋˜๊ธฐ๋„ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:28
is just to launch it.
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03:30
Now, university campuses are fantastic for spotting desire paths.
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๋Œ€ํ•™ ์บ ํผ์Šค๋Š” ํฌ๋ง๊ฒฝ๋กœ๋ฅผ ๋ฐœ๊ฒฌํ•˜๊ธฐ์— ์ตœ๊ณ ์˜ ์žฅ์†Œ์ž…๋‹ˆ๋‹ค.
03:34
I think it's because students are always late and they're pretty smart.
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ํ•™์ƒ๋“ค์€ ๋Š˜ ์‹œ๊ฐ„์— ์ซ“๊ธฐ๋ฉด์„œ๋„ ๋งค์šฐ ๋˜‘๋˜‘ํ•˜๊ธฐ ๋•Œ๋ฌธ์ด์ฃ .
03:38
So they're dashing to lectures.
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๊ฐ•์˜ ์‹œ๊ฐ„์— ๋งž์ถฐ ๋›ฐ์–ด๋‹ค๋‹ˆ๋ฉฐ
03:39
They'll always find the shortcut.
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๋Š˜ ์ง€๋ฆ„๊ธธ์„ ์ฐพ์•„๋‚ด์ฃ .
03:42
And the designers here knew that.
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์ด ๊ณณ์˜ ๋””์ž์ด๋„ˆ๋“ค์€ ๊ทธ๊ฑธ ์•Œ๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
03:44
So they built the buildings
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๊ทธ๋ž˜์„œ ๊ทธ๋“ค์€ ์ผ๋‹จ ๊ฑด๋ฌผ์„ ๋จผ์ € ์„ธ์šฐ๊ณ 
03:46
and then they waited a few months for the paths to form.
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ํ†ตํ–‰๋กœ๊ฐ€ ๋งŒ๋“ค์–ด์งˆ ๋•Œ๊นŒ์ง€ ๋ช‡ ๋‹ฌ์„ ๊ธฐ๋‹ค๋ ธ์Šต๋‹ˆ๋‹ค.
03:49
They then paved them.
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๊ธธ์ด ๋‚˜์ž ๋„๋กœํฌ์žฅ์„ ํ–ˆ์ฃ .
03:51
(Laughter)
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(์›ƒ์Œ)
03:52
Incredibly smart approach.
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๋Œ€๋‹จํžˆ ํ˜„๋ช…ํ•œ ์ ‘๊ทผ๋ฐฉ๋ฒ•์ด์ฃ .
03:54
In fact, often, just launching the straw man of a service
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์‚ฌ์‹ค, ๊ฐ€๋” ํ—ˆ์ˆ˜์•„๋น„๋ฅผ ์„ธ์›Œ๋‘๋Š” ๊ฒƒ๋„
03:57
can teach you what people really want.
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์‚ฌ๋žŒ๋“ค์ด ์ง„์งœ ์›ํ•˜๋Š” ๊ฑธ ์•„๋Š” ๋ฐฉ๋ฒ•์ด ๋˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
04:00
For example, Ayr Muir in Boston knew he wanted to open a restaurant.
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์ผ๋ก€๋กœ, ๋ณด์Šคํ„ด์˜ ์—์ด๋ฅด ๋ฎˆ๋Ÿฌ๋Š” ์‹๋‹น์„ ์—ด๊ณ  ์‹ถ์—ˆ์Šต๋‹ˆ๋‹ค.
04:04
But where should it be?
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๊ทธ๋Ÿฐ๋ฐ ์–ด๋””์— ์—ด์–ด์•ผ ํ• ์ง€
04:06
What should the menu be?
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๋ฉ”๋‰ด๋Š” ๋ญ˜๋กœ ํ• ์ง€ ๋ชฐ๋ž์ฃ .
04:08
He launched a service,
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๊ทธ๋Š” ์ผ๋‹จ ์‚ฌ์—…์„ ์‹œ์ž‘ํ–ˆ์ฃ .
04:10
in this case a food truck,
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ํ‘ธ๋“œํŠธ๋Ÿญ์„ ์ด์šฉํ•ด์„œ
04:11
and he changed the location each day.
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๋งค์ผ ์žฅ์†Œ๋ฅผ ์˜ฎ๊ฒจ ๋‹ค๋…”์Šต๋‹ˆ๋‹ค.
04:14
He'd write a different menu on the side in a whiteboard marker
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์˜†์— ํ™”์ดํŠธ๋ณด๋“œ๋ฅผ ๋‘๊ณ  ๋ฉ”๋‰ด๋ฅผ ๋ฐ”๊ฟ”์„œ ์จ๋‘์—ˆ์Šต๋‹ˆ๋‹ค.
04:17
to figure out what people wanted.
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์‚ฌ๋žŒ๋“ค์˜ ์ทจํ–ฅ์„ ์•Œ์•„๋ณด๊ธฐ ์œ„ํ•ด์„œ์˜€์ฃ .
04:20
He now has a chain of restaurants.
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๊ทธ๋Š” ์ง€๊ธˆ์€ ์‹๋‹น ์ฒด์ธ์ ์„ ์šด์˜ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
04:22
So it can be incredibly efficient
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๋ญ”๊ฐ€ ์šฐ์„  ์‹คํ–‰ํ•ด๋ณด๋Š” ๊ฒƒ์ด
04:24
to launch something to spot the desire paths.
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ํฌ๋ง๊ฒฝ๋กœ๋ฅผ ํŒŒ์•…ํ•˜๋Š” ๋งค์šฐ ํšจ๊ณผ์  ๋ฐฉ๋ฒ•์ด ๋ฉ๋‹ˆ๋‹ค.
04:28
The third and final desire path I wanted to share with you
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๋งˆ์ง€๋ง‰์œผ๋กœ ์†Œ๊ฐœํ•  ์„ธ๋ฒˆ์งธ ํฌ๋ง๊ฒฝ๋กœ๋Š”
04:31
is the UNIH.
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๊ตญ๋ฆฝ๋ณด๊ฑด์›(UNIH)์ž…๋‹ˆ๋‹ค.
04:33
It reminds me that the world's in flux,
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์ด ์ผํ™”๊ฐ€ ์ฃผ๋Š” ๊ตํ›ˆ์€ ์„ธ์ƒ์€ ๋Š์ž„์—†์ด ๋ณ€ํ™”ํ•˜๊ณ 
04:35
and we have to respond to those changes.
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์šฐ๋ฆฌ๋Š” ๊ทธ ๋ณ€ํ™”์— ๋Œ€์‘ํ•ด์•ผ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
04:38
So as you'll guess, this is a hospital.
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์˜ˆ์ƒํ•˜์…จ๋“ฏ์ด ์ด ๊ณณ์€ ๋ณ‘์›์ž…๋‹ˆ๋‹ค.
04:41
I've marked for you on the left the Oncology Department.
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์™ผ์ชฝ์˜ ์ข…์–‘์„ผํ„ฐ์— ํ‘œ์‹œ๋ฅผ ํ•ด ๋‘์—ˆ๋Š”๋ฐ์š”.
04:44
The patients would usually stay in the hotels down on the bottom right.
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ํ™˜์ž๋“ค์ด ์ฃผ๋กœ ์ง€๋‚ด๋Š” ๊ณณ์€ ์˜ค๋ฅธ์ชฝ ์•„๋ž˜์˜ ๋ณ‘๋™์ž…๋‹ˆ๋‹ค.
04:50
This was a patient-centered organization,
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์ด ๊ณณ์€ ํ™˜์ž ์ค‘์‹ฌ์˜ ์กฐ์ง์ž…๋‹ˆ๋‹ค.
04:52
so they laid on cars for their patients.
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๊ทธ๋ž˜์„œ ํ™˜์ž๋“ค์—๊ฒŒ ์ฐจ๋Ÿ‰์„ ์ œ๊ณตํ•˜์ฃ .
04:55
But what they realized when they started offering chemotherapy
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๊ทธ๋Ÿฐ๋ฐ ์•ฝ๋ฌผ์น˜๋ฃŒ๋ฅผ ๋ฐ›์„ ๋•Œ๋Š”
04:59
is the patients rarely wanted to get in cars.
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ํ™˜์ž๋“ค์ด ์ฐจ์— ํƒ€๋Š” ๊ฑธ ๋ณ„๋กœ ์›์น˜ ์•Š๋Š”๋‹ค๋Š” ์‚ฌ์‹ค์„ ์•Œ์•˜์ฃ .
05:02
They were too nauseous, so they'd walk back to their hotels.
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๋ฉ”์Šค๊บผ์›€์ด ์‹ฌํ•ด์„œ ๋ณ‘๋™์— ๋Œ์•„๊ฐˆ ๋•Œ๋Š” ๊ฑธ์–ด์„œ ๋Œ์•„๊ฐ€๋Š” ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
05:06
This desire path that you see diagonally, formed.
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๋ณด์‹œ๋Š”๋Œ€๋กœ ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋Œ€๊ฐ์„ ์œผ๋กœ ๋งŒ๋“ค์–ด์ ธ ์žˆ์ฃ .
05:09
The patients even called it "The Chemo Trail."
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ํ™˜์ž๋“ค์€ ์ด ๊ธธ์„ '์•ฝ๋ฌผ์น˜๋ฃŒ ์‚ฐ์ฑ…๋กœ'๋ผ๊ณ  ๋ถ€๋ฆ…๋‹ˆ๋‹ค.
05:12
Now, when the hospital saw this originally,
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๋ณ‘์›์ธก์ด ์ฒ˜์Œ์— ์ด๊ฑธ ๋ฐœ๊ฒฌํ–ˆ์„ ๋•Œ
05:15
they tried to lay turf back over it, ignore it.
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์ด๋Ÿฐ ์‚ฌ์‹ค์„ ๋ฌด์‹œํ•˜๊ณ  ์ด ์œ„์— ์ž”๋””๋ฅผ ๋‹ค์‹œ ๊น”์•˜์Šต๋‹ˆ๋‹ค.
05:18
But after a while, they realized it was an important need
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ํ•˜์ง€๋งŒ ์–ผ๋งˆ ํ›„์—, ์ด ๊ธธ์ด ์ค‘์š”ํ•œ ์š”๊ตฌ์‚ฌํ•ญ์ž„์„ ์•Œ๊ฒŒ ๋˜์—ˆ์ฃ .
05:21
they were meeting for their patients,
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๋ณ‘์›์ธก์€ ํ™˜์ž๋“ค๊ณผ ํšŒ์˜๋ฅผ ๊ฐ€์กŒ๊ณ 
05:23
so they paved it.
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๊ทธ ํ›„์— ์ด ๊ณณ์— ๋„๋กœ๋ฅผ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
05:25
And I think our job is often to pave these emerging desire paths.
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์šฐ๋ฆฌ๊ฐ€ ํ•  ์ผ์€ ์ด๋Ÿฐ ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋“œ๋Ÿฌ๋‚˜๋ฉด ๊ทธ๊ฑธ ํฌ์žฅํ•˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:28
If we look back at the one in North London again,
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๋Ÿฐ๋˜ ๋ถ๋ถ€์˜ ์‚ฌ๋ก€๋กœ ๋‹ค์‹œ ๋Œ์•„๊ฐ€๋ณด๋ฉด
05:32
that desire path hasn't always been there.
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์ด ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋Š˜ ์ด ์ž๋ฆฌ๋Š” ์•„๋‹ˆ์—ˆ์–ด์š”.
05:34
The reason it sprung up
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๊ทธ ์ด์œ ๋Š”
05:36
is people were traveling to the mighty Arsenal Football Club stadium
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์ถ•๊ตฌ ๊ฒฝ๊ธฐ๊ฐ€ ์žˆ๋Š” ๋‚ ์—๋Š”
์‚ฌ๋žŒ๋“ค์€ ์˜ค๋ฅธ์ชฝ ์•„๋ž˜์˜ ์ง€ํ•˜์ฒ  ์—ญ์—์„œ
05:40
on game days,
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05:41
from the Underground station you see on the bottom right.
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์•„์Šค๋‚  ํด๋Ÿฝ ๊ฒฝ๊ธฐ์žฅ์œผ๋กœ ์ด๋™ํ–ˆ์Šต๋‹ˆ๋‹ค.
05:44
So you see the desire path.
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๊ทธ ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋ณด์ด์‹œ์ฃ .
05:46
If we just wind the clock back a few years,
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๋ช‡ ๋…„ ์ „์œผ๋กœ ๊ฑฐ์Šฌ๋Ÿฌ ์˜ฌ๋ผ๊ฐ€
05:48
when the stadium was being constructed,
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๊ฒฝ๊ธฐ์žฅ์„ ์ง“๊ณ  ์žˆ์„ ๋•Œ๋Š”
05:51
there is no desire path.
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์ด ํฌ๋ง๊ฒฝ๋กœ๋Š” ์—†์—ˆ์Šต๋‹ˆ๋‹ค.
05:53
So our job is to watch for these desire paths emerging,
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์šฐ๋ฆฌ๊ฐ€ ํ•ด์•ผ ํ•  ์ผ์€ ์ด๋Ÿฐ ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋“œ๋Ÿฌ๋‚˜๋Š” ๊ฑธ ์ฐพ์•„๋‚ด๊ณ 
05:58
and, where appropriate, pave them,
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์ ๋‹นํ•œ ์œ„์น˜์— ๊ทธ ๊ธธ์„ ๋งŒ๋“ค์–ด ์ฃผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:00
as someone did here.
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๋ˆ„๊ตฐ๊ฐ€๊ฐ€ ์ด๊ณณ์— ํ•œ ๊ฒƒ์ฒ˜๋Ÿผ์š”.
06:03
Someone installed a barrier,
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๋ˆ„๊ตฐ๊ฐ€ ์—ฌ๊ธฐ ์žฅ์• ๋ฌผ์„ ๋‘์—ˆ๊ณ 
06:06
people started walking across and round the bottom as you see,
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์‚ฌ๋žŒ๋“ค์€ ์•„๋ž˜๋กœ ๋Œ์•„๊ฐ€๊ธฐ ์‹œ์ž‘ํ•˜์ž
06:09
and they paved it.
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๊ทธ ๊ธธ์„ ํฌ์žฅ๋„๋กœ๋กœ ๋งŒ๋“ค์—ˆ์ฃ .
06:10
(Laughter)
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(์›ƒ์Œ)
06:12
But I think this is a wonderful reminder as well,
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๊ทธ๋Ÿฐ๋ฐ ์ด๊ฒƒ๋„ ๋†€๋ผ์šด ๊ตํ›ˆ์„ ์ค€๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
06:14
that, actually, the world is in flux.
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์‹ค์ œ๋กœ ์„ธ์ƒ์€ ๋Š์ž„์—†์ด ๋ณ€ํ™”ํ•œ๋‹ค๋Š” ๊ฑฐ์˜ˆ์š”.
06:16
It's constantly changing,
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๊ณ„์†ํ•ด์„œ ๋ฐ”๋€Œ๊ณ  ์žˆ์–ด์š”.
06:17
because if you look at the top of this image,
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์ด ์‚ฌ์ง„์˜ ์œ„์ชฝ์„ ๋ณด์‹œ๋ฉด
06:19
there's another desire path forming.
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๋˜ ๋‹ค๋ฅธ ํฌ๋ง๊ฒฝ๋กœ๊ฐ€ ๋งŒ๋“ค์–ด์ง€๊ณ  ์žˆ๊ฑฐ๋“ ์š”.
06:23
So these three desire paths remind me
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์ด๋“ค ์„ธ๊ฐ€์ง€ ์ผํ™”๊ฐ€ ์ผ๊นจ์›Œ ์ฃผ๋Š” ๊ฒƒ์€
06:25
we need to design for real human needs.
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์‚ฌ๋žŒ๋“ค์˜ ์‹ค์ œ ์š”๊ตฌ์— ๋”ฐ๋ผ ๋””์ž์ธํ•ด์•ผ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:29
I think empathy for what your customers want
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์†Œ๋น„์ž์˜ ์š”๊ตฌ๋ฅผ ๊ณต๊ฐํ•˜๋Š” ๊ฒƒ์ด
06:32
is probably the biggest leading indicator of business success.
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์‚ฌ์—…์„ฑ๊ณต์˜ ๊ฐ€์žฅ ํฐ ์ฒ™๋„๊ฐ€ ๋œ๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
06:36
Design for real needs
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์‹ค์ œ ์š”๊ตฌ์— ๋”ฐ๋ผ ๋””์ž์ธํ•˜๊ณ 
06:38
and design them in low friction,
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๋งˆ์ฐฐ์„ ์ตœ์†Œํ™”ํ•˜๋Š” ๋””์ž์ธ์„ ํ•˜์„ธ์š”.
06:41
because if you don't offer them in low friction,
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๋งˆ์ฐฐ์„ ์ตœ์†Œํ™”ํ•˜๋Š” ๋””์ž์ธ์„ ์ œ๊ณตํ•˜์ง€ ๋ชปํ•˜๋ฉด
06:43
someone else will, often the customer.
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๋ˆ„๊ตฐ๊ฐ€, ๋•Œ๋กœ๋Š” ์†Œ๋น„์ž๊ฐ€ ๊ทธ ์ผ์„ ํ•  ๊ฒƒ์ด๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
06:46
Secondly, often the best way to learn what people really want
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๋‘ ๋ฒˆ์งธ๋กœ, ๋Œ€์ค‘์˜ ์‹ค์ œ ์š”๊ตฌ๋ฅผ ํŒŒ์•…ํ•˜๋Š” ๊ฐ€์žฅ ์ข‹์€ ๋ฐฉ๋ฒ•์€
06:51
is to launch your service.
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์„œ๋น„์Šค๋ฅผ ์ผ๋‹จ ์ œ๊ณตํ•ด๋ณด๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:52
The answer is rarely inside the building.
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ํ•ด๋‹ต์ด ์ฑ…์ƒ๋จธ๋ฆฌ์—์„œ ๋‚˜์˜ค๋Š” ๊ฒƒ์€ ์•„๋‹ˆ๊ฑฐ๋“ ์š”.
06:55
Get out there and see what people really want.
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๋ฐ–์œผ๋กœ ๋‚˜๊ฐ€์„œ ์‚ฌ๋žŒ๋“ค์ด ์ง„์งœ ์›ํ•˜๋Š” ๊ฒƒ์„ ๋ˆˆ์œผ๋กœ ํ™•์ธํ•˜์„ธ์š”.
06:58
And finally, in part because of technology,
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๊ทธ๋ฆฌ๊ณ  ๋งˆ์ง€๋ง‰์œผ๋กœ, ๊ธฐ์ˆ ์— ํž˜์ž…์–ด์„œ
07:01
the world is incredibly flux at the moment.
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์„ธ์ƒ์€ ์ˆœ์‹๊ฐ„์— ๋†€๋ผ์šด ๋ณ€ํ™”๋ฅผ ๋ณด์ž…๋‹ˆ๋‹ค.
07:04
It's changing constantly.
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๊ณ„์†ํ•ด์„œ ๋ณ€ํ™”ํ•˜๊ณ  ์žˆ์–ด์š”.
07:05
These desire paths are going to spring up faster than ever.
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์ด๋Ÿฐ ํฌ๋ง๊ฒฝ๋กœ๋Š” ๋์—†์ด ๋น ๋ฅด๊ฒŒ ๋‚˜ํƒ€๋‚˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
07:09
Our job is to pick the appropriate ones
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์šฐ๋ฆฌ์˜ ์—ญํ• ์€ ๊ทธ ์ค‘ ์ ๋‹นํ•œ ๊ฒƒ์„ ๊ณ ๋ฅด๊ณ 
07:12
and pave over them.
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๊ทธ ๊ธธ์— ํฌ์žฅ์„ ์”Œ์›Œ์ฃผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
07:14
Thank you very much.
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๊ฒฝ์ฒญํ•ด ์ฃผ์…”์„œ ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
07:15
(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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