Noreena Hertz: How to use experts -- and when not to

67,510 views ・ 2011-02-21

TED


μ•„λž˜ μ˜λ¬Έμžλ§‰μ„ λ”λΈ”ν΄λ¦­ν•˜μ‹œλ©΄ μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€.

λ²ˆμ—­: Jeong-Lan Kinser κ²€ν† : Sophia Yu
00:15
It's Monday morning.
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μ›”μš”μΌ μ•„μΉ¨
00:18
In Washington,
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μ›Œμ‹±ν„΄μž…λ‹ˆλ‹€.
00:20
the president of the United States
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미ꡭ의 λŒ€ν†΅λ Ήμ€
00:22
is sitting in the Oval Office,
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λ°±μ•…κ΄€ 집무싀에 μ•‰μ•„μ„œ
00:24
assessing whether or not
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μ˜ˆλ©˜μ— μžˆλŠ” μ•ŒμΉ΄μ΄λ‹€λ₯Ό
00:26
to strike Al Qaeda
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κ³΅μŠ΅ν•΄μ•Ό 할지 κ·Έ μ—¬λΆ€λ₯Ό
00:28
in Yemen.
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κ²€ν† μ€‘μž…λ‹ˆλ‹€.
00:30
At Number 10 Downing Street,
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λ‹€μš°λ‹κ°€ 10λ²ˆμ§€μ—μ„œλŠ”
00:32
David Cameron is trying to work out
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데이빗 카메둠이 경제 이쀑 μΉ¨μ²΄μ—μ„œ
00:35
whether to cut more public sector jobs
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λ²—μ–΄λ‚˜κΈ° μœ„ν•΄ 곡곡뢀문 일자리λ₯Ό
00:38
in order to stave off a double-dip recession.
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삭감해야 ν•˜λŠ”μ§€λ₯Ό κ³ μ‹¬μ€‘μž…λ‹ˆλ‹€.
00:41
In Madrid, Maria Gonzalez
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λ§ˆλ“œλ¦¬λ“œμ—μ„œλŠ”
00:44
is standing at the door,
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λ§ˆλ¦¬μ•„ κ³€μž˜λ ˆμ¦ˆκ°€ λ¬Έμ•žμ— μ„œμ„œ
00:46
listening to her baby crying and crying,
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κ·Έλ…€μ˜ 아이가 계속 μš°λŠ” 것을 λ³΄λ©΄μ„œ
00:49
trying to work out whether she should let it cry
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μšΈλ‹€ 잠이 듀도둝 κ·Έλƒ₯ 와둬야 할지
00:52
until it falls asleep
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μ•ˆμ•„μ€˜μ•Ό 할지
00:54
or pick it up and hold it.
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κ³ λ―Όμ€‘μž…λ‹ˆλ‹€.
00:57
And I am sitting by my father's bedside in hospital,
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그리고 μ €λŠ” μ•„λ²„μ§€μ˜ 병원 μΉ¨λŒ€ μ˜†μ—μ„œ
01:01
trying to work out
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1.5리터 병에 λ“  물을 λ³΄λ©΄μ„œ
01:03
whether I should let him drink
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고민에 λΉ μ ΈμžˆμŠ΅λ‹ˆλ‹€.
01:05
the one-and-a-half-liter bottle of water
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κ³Όμ—° μ•„λ²„μ§€κ»˜ 이 물을 λ“œμ‹œκ²Œ ν•΄μ•Όν• κΉŒμš”?
01:08
that his doctors just came in and said,
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아버지가 μΌμ£ΌμΌλ™μ•ˆ 아무것도 λͺ» λ“œμ…¨κ³ 
01:11
"You must make him drink today," --
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μ˜€λŠ˜μ€ 뭐라도 κΌ­ λ§ˆμ‹œκ²Œ ν•΄μ•Όν•œλ‹€κ³ 
01:13
my father's been nil by mouth for a week --
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μ˜μ‚¬κ°€ λ§ν–ˆμ§€λ§Œ
01:16
or whether, by giving him this bottle,
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이 물을 λ§ˆμ‹œκ²Œ ν•˜λ©΄
01:20
I might actually kill him.
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아버지가 더 μœ„ν—˜ν•΄μ§ˆ μˆ˜λ„ μžˆμ§„ μ•Šμ„κΉŒμš”?
01:23
We face momentous decisions
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μš°λ¦¬λŠ” μ‚΄λ©΄μ„œ
01:26
with important consequences
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μ€‘μš”ν•œ κ²°κ³Όκ°€ λ’€λ”°λ₯΄λŠ”
01:28
throughout our lives,
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μ€‘λŒ€ν•œ κ²°μ •μ˜ μˆœκ°„λ“€μ„ λ§ˆμ£Όν•˜κ²Œ λ©λ‹ˆλ‹€.
01:30
and we have strategies for dealing with these decisions.
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그리고 이 결정듀을 내리기 μœ„ν•΄μ„œλŠ” μ „λž΅μ΄ ν•„μš”ν•©λ‹ˆλ‹€.
01:33
We talk things over with our friends,
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κ²°μ •μ˜ μˆœκ°„ μš°λ¦¬λŠ” μΉœκ΅¬λ“€κ³Ό μƒμ˜ν•˜κΈ°λ„ ν•˜κ³ 
01:36
we scour the Internet,
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인터넷을 κ²€μƒ‰ν•˜κ³ ,
01:39
we search through books.
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책을 뒀져보기도 ν•©λ‹ˆλ‹€.
01:42
But still,
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ν•˜μ§€λ§Œ
01:44
even in this age
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"ꡬ글"κ³Ό
01:46
of Google and TripAdvisor
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"νŠΈλ¦½μ–΄λ“œλ°”μ΄μ €" (μ—¬ν–‰ μ „λ¬Έ μ›Ήμ‚¬μ΄νŠΈ),
01:48
and Amazon Recommends,
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"μ•„λ§ˆμ‘΄ μΆ”μ²œ"이 λŒ€μ€‘ν™”λœ
01:51
it's still experts
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μ˜€λŠ˜λ‚ μ—λ„
01:53
that we rely upon most --
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μœ„ν—˜λ„κ°€ λ†’κ³ 
01:56
especially when the stakes are high
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μ€‘μš”ν•œ κ²°μ •μΌμˆ˜λ‘
01:58
and the decision really matters.
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μš°λ¦¬λŠ” μ—¬μ „νžˆ 전문가듀을 μ°ΎμŠ΅λ‹ˆλ‹€.
02:01
Because in a world of data deluge
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μ˜¨κ°– 정보가 λ²”λžŒν•˜κ³ 
02:03
and extreme complexity,
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κ·Ήλ„λ‘œ λ³΅μž‘ν•œ μ˜€λŠ˜λ‚ ,
02:06
we believe that experts
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전문가듀이 μš°λ¦¬λ³΄λ‹€
02:08
are more able to process information than we can --
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정보λ₯Ό 더 잘 뢄석할 수 있고
02:11
that they are able to come to better conclusions
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μš°λ¦¬κ°€ 슀슀둜 κ²°μ •ν•˜λŠ” 것보닀
02:14
than we could come to on our own.
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더 λ‚˜μ€ 결정을 내릴 수 μžˆλ‹€κ³  λ―ΏκΈ° λ•Œλ¬Έμž…λ‹ˆλ‹€.
02:17
And in an age
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λ•Œλ‘  λ”μ°ν•˜κ³ , λ•Œλ‘  ν˜Όλž€μŠ€λŸ°
02:19
that is sometimes nowadays frightening
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이 μ‹œλŒ€λ₯Ό μ‚΄μ•„κ°€λ©΄μ„œ
02:22
or confusing,
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μš°λ¦¬λŠ” 전문가듀이 μžˆμ–΄μ•Όλ§Œ
02:24
we feel reassured
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λ§ˆμŒμ„ 놓을 μˆ˜κ°€ μžˆμŠ΅λ‹ˆλ‹€.
02:26
by the almost parental-like authority
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μ™œλƒν•˜λ©΄ 전문가듀은
02:29
of experts
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마치 λΆ€λͺ¨λ‹˜λ“€μ΄ κ·ΈλŸ°ν•œ κ²ƒμ²˜λŸΌ
02:31
who tell us so clearly what it is
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μš°λ¦¬κ°€ ν•  수 μžˆλŠ” 일과 그렇지 μ•Šμ€ 일을
02:34
we can and cannot do.
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ν™•μ‹€νžˆ μ•Œλ €μ£ΌκΈ° λ•Œλ¬Έμž…λ‹ˆλ‹€.
02:38
But I believe
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ν•˜μ§€λ§Œ μ €λŠ”
02:40
that this is a big problem,
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이 점이 λ°”λ‘œ 큰 문제라고 μƒκ°ν•©λ‹ˆλ‹€.
02:42
a problem with potentially dangerous consequences
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μ‚¬νšŒμ , 문화적 그리고 κ°œμΈμ μœΌλ‘œλ„
02:46
for us as a society,
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이것은 μ•žμœΌλ‘œ
02:49
as a culture
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μœ„ν—˜ν•œ κ²°κ³Όλ₯Ό μ΄ˆλž˜ν•  수 μžˆλŠ”
02:51
and as individuals.
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λ¬Έμ œμž…λ‹ˆλ‹€.
02:53
It's not that experts
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전문가듀이 μš°λ¦¬κ°€ μ‚¬λŠ” 세상에
02:55
have not massively contributed to the world --
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도움이 λ˜μ§€ μ•Šμ•˜λ‹€λŠ” 것이 μ•„λ‹™λ‹ˆλ‹€
02:57
of course they have.
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λ¬Όλ‘ , κ·Έλ“€μ˜ κ³΅ν—Œμ€ ν½λ‹ˆλ‹€.
02:59
The problem lies with us:
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λ¬Έμ œλŠ” μš°λ¦¬λ“€ μžμ‹ μ—κ²Œ μžˆμŠ΅λ‹ˆλ‹€.
03:02
we've become addicted to experts.
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μš°λ¦¬λŠ” μ „λ¬Έκ°€λ“€μ—κ²Œ 쀑독이 λ˜μ–΄μŠ΅λ‹ˆλ‹€.
03:05
We've become addicted to their certainty,
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μš°λ¦¬λŠ” μ „λ¬Έκ°€λ“€μ˜
03:08
their assuredness,
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λΆ„λͺ…ν•˜κ³ λ„ 확신에 μ°¬ λͺ¨μŠ΅,
03:10
their definitiveness,
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λͺ…ν™•ν•œ μΌμ²˜λ¦¬μ—
03:12
and in the process,
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μ€‘λ…λ˜μ–΄ μžˆμŠ΅λ‹ˆλ‹€.
03:14
we have ceded our responsibility,
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우리 μžμ‹ μ˜ 지성과 뢄별λ ₯ λŒ€μ‹ 
03:16
substituting our intellect
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전문가듀이 ν•˜λŠ” μ†Œμœ„
03:18
and our intelligence
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"타당성 μžˆλŠ” 말"둜
03:21
for their supposed words of wisdom.
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μš°λ¦¬κ°€ λ‚΄λ¦° 결정에 λŒ€ν•œ μ±…μž„κ°μ„ νšŒν”Όν•©λ‹ˆλ‹€.
03:24
We've surrendered our power,
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κ·Έλ ‡κ²Œ ν•¨μœΌλ‘œμ¨ μš°λ¦¬λŠ”
03:27
trading off our discomfort
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우리의 λŠ₯λ ₯을 ν¬κΈ°ν•˜λŠ” κ²ƒμž…λ‹ˆλ‹€.
03:29
with uncertainty
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λΆˆνŽΈν•¨κ³Ό λΆˆν™•μ‹€μ„±μ„
03:31
for the illusion of certainty
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그듀이 μ œκ³΅ν•˜λŠ”
03:33
that they provide.
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ν™•μ‹€μ„±μ˜ ν™˜μƒκ³Ό λ°”κΎΈμ–΄ 버린 것이죠.
03:36
This is no exaggeration.
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이것은 κ³Όμž₯이 μ•„λ‹™λ‹ˆλ‹€.
03:39
In a recent experiment,
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졜근 ν•œ 성인 집단을 λŒ€μƒμœΌλ‘œ
03:41
a group of adults
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μ‹€ν—˜μ„ ν•΄λ΄€μŠ΅λ‹ˆλ‹€.
03:43
had their brains scanned in an MRI machine
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μ „λ¬Έκ°€λ“€κ³Ό 이야기λ₯Ό λ‚˜λˆ„λ„λ‘ ν•˜κ³ 
03:46
as they were listening to experts speak.
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κ·Έλ™μ•ˆ MRI둜 λ‡Œμ˜ ν™œλ™μ„ κ΄€μ°°ν–ˆμŠ΅λ‹ˆλ‹€.
03:50
The results were quite extraordinary.
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μƒλ‹Ήνžˆ λ―ΏκΈ° νž˜λ“  κ²°κ³Όκ°€ λ‚˜μ™”μŠ΅λ‹ˆλ‹€.
03:53
As they listened to the experts' voices,
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μ‚¬λžŒλ“€μ΄ μ „λ¬Έκ°€μ˜ μŒμ„±μ„ λ“£κ³ μžˆλŠ” λ™μ•ˆ
03:56
the independent decision-making parts of their brains
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κ·Έλ“€ λ‡Œμ˜ 독립적 μ˜μ‚¬κ²°μ •μ„ λ‹΄λ‹Ήν•˜λŠ” 뢀뢄이
04:01
switched off.
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μ „ν˜€ ν™œλ™μ„ ν•˜μ§€ μ•Šμ•˜μŠ΅λ‹ˆλ‹€.
04:03
It literally flat-lined.
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말 κ·ΈλŒ€λ‘œ λ‡Œκ°€ μ›€μ§μ΄μ§ˆ μ•Šμ•˜μŠ΅λ‹ˆλ‹€.
04:06
And they listened to whatever the experts said
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μ‚¬λžŒλ“€μ€ μ „λ¬Έκ°€κ°€ λ¬΄μŠ¨λ§μ„ ν•˜λ“ μ§€
04:08
and took their advice, however right or wrong.
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κ·Έλ“€μ˜ 쑰언을 λ°›λ‹€λ“€μ˜€μŠ΅λ‹ˆλ‹€. 그게 λ§žλ“ μ§€ ν‹€λ¦¬λ“ μ§€μš”.
04:12
But experts do get things wrong.
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ν•˜μ§€λ§Œ 전문가듀도 μ‹€μˆ˜λ₯Ό λ²”ν•©λ‹ˆλ‹€.
04:16
Did you know that studies show
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연ꡬ결과에 λ”°λ₯΄λ©΄
04:19
that doctors misdiagnose
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μ˜μ‚¬λ“€μ΄ μ—΄λ²ˆ 쀑 λ„€λ²ˆ 정도
04:22
four times out of 10?
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μ˜€μ§„ν•œλ‹€λŠ” κ±Έ μ•„μ‹œλ‚˜μš”?
04:25
Did you know
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만일 μ—¬λŸ¬λΆ„μ΄ μ„ΈκΈˆμ •μ‚°μ„
04:27
that if you file your tax returns yourself,
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슀슀둜 μ²˜λ¦¬ν•œλ‹€λ©΄
04:30
you're statistically more likely
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μ„ΈκΈˆλ‹΄λ‹Ήμžκ°€ μ—¬λŸ¬λΆ„λ“€μ„ λŒ€μ‹ ν•΄μ„œ
04:32
to be filing them correctly
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μ²˜λ¦¬ν•˜λŠ” 것보닀
04:34
than if you get a tax adviser
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훨씬 더 μ •ν™•ν•  수 μžˆλ‹€λŠ” 것을
04:36
to do it for you?
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μ•„μ‹œλ‚˜μš”?
04:38
And then there's, of course, the example
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λ‹€μŒ μ˜ˆλŠ” 우리 λͺ¨λ‘
04:40
that we're all too aware of:
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잘 μ•Œκ³  μžˆλŠ” μ΄μ•ΌκΈ°μž…λ‹ˆλ‹€.
04:42
financial experts
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μž¬μ • 전문가듀이
04:44
getting it so wrong
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μ—„μ²­λ‚œ μ‹€μˆ˜λ₯Ό ν•΄μ„œ
04:46
that we're living through the worst recession
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μš°λ¦¬λŠ” 1930λ…„ 이래
04:48
since the 1930s.
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μ΅œμ•…μ˜ λΆˆν™©μ„ κ²ͺκ³  μžˆμ§€ μ•ŠμŠ΅λ‹ˆκΉŒ.
04:52
For the sake of our health,
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우리의 건강과
04:54
our wealth
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λΆ€μœ ν•¨
04:56
and our collective security,
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그리고 집단적인 μ•ˆμ „μ„ μœ„ν•΄μ„œ
04:58
it's imperative that we keep
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μš°λ¦¬λŠ” 우리 λ‘λ‡Œμ˜
05:01
the independent decision-making parts of our brains
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독립적 μ˜μ‚¬ 결정을 ν˜•μ„±ν•˜λŠ” λΆ€λΆ„μ˜
05:05
switched on.
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μŠ€μœ„μΉ˜λ₯Ό 계속 켜 두어야 ν•©λ‹ˆλ‹€.
05:07
And I'm saying this as an economist
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μ €λŠ” μ§€λ‚œ λͺ‡λ…„λ™μ•ˆ
05:09
who, over the past few years,
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μ‚¬λžŒλ“€μ΄ 무슨 생각을 ν•˜λŠ”μ§€
05:11
has focused my research
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μ‚¬λžŒλ“€μ€ λˆ„κ΅¬λ₯Ό μ‹ λ’°ν•˜λŠ”μ§€
05:13
on what it is we think
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κ·Έ μ΄μœ λŠ” 무엇인지λ₯Ό μ§‘μ€‘μ μœΌλ‘œ μ—°κ΅¬ν•œ
05:15
and who it is we trust and why,
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κ²½μ œν•™μžλ‘œμ„œ μ΄λ ‡κ²Œ λ§μ”€λ“œλ¦¬λŠ” κ²ƒμž…λ‹ˆλ‹€.
05:18
but also --
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ν•˜μ§€λ§Œ μ œκ°€ μ—¬κΈ°μ„œ
05:20
and I'm aware of the irony here --
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μ•„μ΄λŸ¬λ‹ˆλ₯Ό 인정할 수 밖에 μ—†λŠ”λ°
05:22
as an expert myself,
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μ € μžμ‹  μ—­μ‹œ μ „λ¬Έκ°€μ˜ ν•œ μ‚¬λžŒμ΄κ³ 
05:25
as a professor,
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ꡐ수이고,
05:27
as somebody who advises prime ministers,
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λ˜ν•œ 각 λ‚˜λΌμ˜ μˆ˜μƒλ“€μ΄λ‚˜
05:30
heads of big companies,
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λŒ€κΈ°μ—… 사μž₯λ“€
05:32
international organizations,
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ꡭ제 쑰직에 쑰언을 ν•˜λŠ” μ‚¬λžŒμž…λ‹ˆλ‹€.
05:34
but an expert who believes
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κ·ΈλŸΌμ—λ„ λΆˆκ΅¬ν•˜κ³  μ „λ¬Έκ°€μ˜ 역할이
05:36
that the role of experts needs to change,
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λ°”λ€” ν•„μš”κ°€ μžˆλ‹€κ³  λ―ΏλŠ”λ‹€λŠ” 사싀이 μ•„μ΄λŸ¬λ‹ˆμΈκ±°μ£ .
05:39
that we need to become more open-minded,
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ν•˜μ§€λ§Œ μ €λŠ” μš°λ¦¬κ°€ λ”μš± λ§ˆμŒμ„ μ—΄κ³ 
05:42
more democratic
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우리의 μ˜κ²¬λ“€μ— λŒ€ν•­ν•˜λŠ” μ‚¬λžŒλ“€μ—κ²Œλ„
05:44
and be more open
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쒀더 민주적이고
05:46
to people rebelling against
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κ°œλ°©μ μ΄μ–΄μ•Ό ν•œλ‹€κ³ 
05:48
our points of view.
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λ―ΏμŠ΅λ‹ˆλ‹€.
05:51
So in order to help you understand
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자 μ œκ°€ μ–΄λ–»κ²Œ 이런 생각을 ν•˜κ²Œ λ˜μ—ˆλŠ”μ§€
05:54
where I'm coming from,
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μ—¬λŸ¬λΆ„μ˜ 이해λ₯Ό 돕기 μœ„ν•΄,
05:56
let me bring you into my world,
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μ—¬λŸ¬λΆ„μ„ μ €μ˜ 세계,
05:59
the world of experts.
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μ „λ¬Έκ°€μ˜ μ„Έκ³„λ‘œ λͺ¨μ‹œκΈ°λ‘œ ν•˜μ£ .
06:01
Now there are, of course, exceptions,
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λ¬Όλ‘  거기에도 μ˜ˆμ™Έκ°€ μžˆμŠ΅λ‹ˆλ‹€.
06:05
wonderful, civilization-enhancing exceptions.
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ν›Œλ₯­ν•˜κ³ , λ¬Έλͺ…을 λ°œμ „μ‹œν‚€λŠ” μ˜ˆμ™Έκ°€ μžˆμ§€μš”.
06:11
But what my research has shown me
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ν•˜μ§€λ§Œ 제 연ꡬ가 보여쀀것은
06:14
is that experts tend on the whole
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μ „λ¬Έκ°€λŠ” λŒ€λΆ€λΆ„
06:17
to form very rigid camps,
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μ•„μ£Ό μ—„κ²©ν•œ 집단을 ν˜•μ„±ν•˜λŠ” κ²½ν–₯이 있고
06:20
that within these camps,
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이 μ§‘λ‹¨λ‚΄μ—μ„œ
06:22
a dominant perspective emerges
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지배적인 견해가 μƒκ²¨λ‚˜κ³ 
06:25
that often silences opposition,
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μ’…μ’… λ°˜λŒ€μ˜κ²¬μ„ μΉ¨λ¬΅ν•˜κ²Œ ν•˜κ²Œ ν•˜κΈ° λ•Œλ¬Έμ—
06:28
that experts move with the prevailing winds,
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전문가듀은 κ·Έ 지배적인 견해λ₯Ό 따라 움직이고,
06:31
often hero-worshipping
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λ•Œλ‘œλŠ” κ·Έλ“€ μ§‘λ‹¨μ˜ μŠ€μŠΉλ“€μ„
06:34
their own gurus.
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μˆ­λ°°ν•˜κΈ°λ„ ν•©λ‹ˆλ‹€.
06:36
Alan Greenspan's proclamations
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κ²½μ œκ°€ κ³„μ†ν•΄μ„œ μ„±μž₯ν•΄λ‚˜κ°ˆ κ²ƒμ΄λΌλŠ”
06:38
that the years of economic growth
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μ•Œλž€κ·Έλ¦°μŠ€νŒ¬μ˜ μ£Όμž₯은
06:41
would go on and on,
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경제 μœ„κΈ°κ°€ λ‹₯치고 λ‚˜μ„œμ•Ό
06:44
not challenged by his peers,
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그의 λ™λ£Œλ“€μ— μ˜ν•΄
06:47
until after the crisis, of course.
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λ°˜λ°•μ΄ λ˜μ—ˆμŠ΅λ‹ˆλ‹€.
06:51
You see,
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λ³΄μ„Έμš”,
06:54
we also learn
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μš°λ¦¬λ„ μ•Œλ‹€μ‹œν”Ό
06:56
that experts are located,
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전문가듀은 그듀이 μ‚΄κ³  μžˆλŠ”
06:58
are governed,
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μ‚¬νšŒμ™€ λ¬Έν™”μ˜
07:00
by the social and cultural norms
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κ·œλ²” 속에 자리작고 있으며
07:03
of their times --
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κ·Έ κ·œλ²”μ— μ˜ν•΄ μ§€λ°°λ‹Ήν•©λ‹ˆλ‹€.
07:05
whether it be the doctors
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예λ₯Ό λ“€μ–΄,
07:07
in Victorian England, say,
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영ꡭ λΉ…ν† λ¦¬μ•„μ‹œλŒ€μ˜ μ˜μ‚¬λ“€μ€
07:09
who sent women to asylums
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성적 μš•κ΅¬λ₯Ό ν‘œν˜„ν•œ
07:12
for expressing sexual desire,
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μ—¬μžλ“€μ„ μˆ˜μš©μ†Œμ— 보내기도 ν–ˆκ³ 
07:15
or the psychiatrists in the United States
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λ―Έκ΅­μ—μ„œλŠ” 1973λ…„κΉŒμ§€
07:18
who, up until 1973,
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μ •μ‹ κ³Ό μ˜μ‚¬λ“€μ΄
07:21
were still categorizing homosexuality
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동성애λ₯Ό
07:25
as a mental illness.
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μ •μ‹ λ³‘μœΌλ‘œ λΆ„λ₯˜ν–ˆμŠ΅λ‹ˆλ‹€.
07:27
And what all this means
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μ΄λŸ¬ν•œ 사싀듀이 μ‹œμ‚¬ν•˜λŠ” 것은
07:29
is that paradigms
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νŒ¨λŸ¬λ‹€μž„μ΄ λ³€ν•˜λŠ”λ°λŠ” λ„ˆλ¬΄λ‚˜ 였랜 μ‹œκ°„μ΄ 걸리고
07:31
take far too long to shift,
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λ³΅μž‘μ„±μ΄λ‚˜ λ―Έλ¬˜ν•œ 차이 같은 것듀은
07:34
that complexity and nuance are ignored
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λ¬΄μ‹œλœλ‹€λŠ” μ‚¬μ‹€μž…λ‹ˆλ‹€.
07:38
and also that money talks --
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λ˜ν•œ 자본의 영ν–₯λ ₯을 μ˜λ―Έν•˜κΈ°λ„ ν•˜λŠ”λ°,
07:41
because we've all seen the evidence
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예λ₯Ό λ“€μ–΄ μ œμ•½ νšŒμ‚¬λ“€μ΄
07:44
of pharmaceutical companies
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μ•½ν’ˆ 효λŠ₯ 검사 연ꡬ에 μžκΈˆμ„ μ œκ³΅ν•˜κ³ 
07:46
funding studies of drugs
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κ·Έ μ—°κ΅¬μ—μ„œ μžμ‹ λ“€μ΄ κ°œλ°œν•œ μ•½ν’ˆμ˜
07:49
that conveniently leave out
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μ‹¬κ°ν•œ λΆ€μž‘μš©μ— λŒ€ν•΄μ„œλŠ”
07:51
their worst side effects,
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μ–ΈκΈ‰ν•˜μ§€ μ•ŠλŠ”λ‹€λŠ” μ‚¬λ‘€λ“€μ˜ 증거가 μžˆμŠ΅λ‹ˆλ‹€.
07:54
or studies funded by food companies
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λ˜ν•œ μ‹ν’ˆνšŒμ‚¬λ“€λ„ μžμ‹ λ“€μ΄ μƒˆλ‘œ
07:57
of their new products,
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μ‹œμž₯에 내놓을 μ œν’ˆμ— λŒ€ν•΄
08:00
massively exaggerating the health benefits
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κ·Έ κ±΄κ°•νš¨λŠ₯을 κ³Όμž₯되게 κ΄‘κ³ ν•  수 μžˆλ„λ‘
08:03
of the products they're about to bring by market.
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연ꡬ단체에 μžκΈˆμ„ μ§€μ›ν•˜κ³  μžˆλŠ” κ²½μš°λ“€λ„ μžˆμŠ΅λ‹ˆλ‹€.
08:06
The study showed that food companies exaggerated
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μ‹ν’ˆνšŒμ‚¬κ°€ κ°œμž…λœ μ‹ν’ˆ 효λŠ₯ μ—°κ΅¬λŠ”
08:08
typically seven times more
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독립연ꡬ보닀 μΌκ³±λ°°λ‚˜ 더
08:11
than an independent study.
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κ³Όμž₯을 ν•˜κ³  μžˆλ‹€λŠ” 연ꡬ κ²°κ³Όκ°€ μžˆμŠ΅λ‹ˆλ‹€.
08:15
And we've also got to be aware
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κ·Έλž˜μ„œ μš°λ¦¬λŠ”
08:17
that experts, of course,
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전문가듀도 μ—­μ‹œ
08:19
also make mistakes.
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μ‹€μˆ˜λ₯Ό ν•œλ‹€λŠ” 것을 μΈμ§€ν•΄μ•Όλ§Œ ν•©λ‹ˆλ‹€.
08:21
They make mistakes every single day --
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그듀은 맀일 맀일 μ‹€μˆ˜λ₯Ό ν•©λ‹ˆλ‹€
08:24
mistakes born out of carelessness.
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λΆ€μ£Όμ˜μ—μ„œ 기인된 μ‹€μˆ˜λ“€μ΄μ£ 
08:27
A recent study in the Archives of Surgery
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졜근 수술 기둝에 λŒ€ν•œ 뢄석에 μ˜ν•˜λ©΄
08:30
reported surgeons
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μ™Έκ³Όμ˜μ‚¬λ“€μ΄
08:32
removing healthy ovaries,
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κ±΄κ°•ν•œ λ‚œμ†Œλ₯Ό μ œκ±°ν•˜κ±°λ‚˜
08:35
operating on the wrong side of the brain,
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μˆ˜μˆ ν•΄μ•Ό ν•  λ°˜λŒ€νŽΈ λ‡Œλ₯Ό μˆ˜μˆ ν•˜κ³ 
08:38
carrying out procedures on the wrong hand,
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μΉ˜λ£Œν•΄μ•Όν•  λ°˜λŒ€μͺ½ 손, νŒ”κΏˆμΉ˜, 눈, 발 등을
08:41
elbow, eye, foot,
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μΉ˜λ£Œν–ˆλ‹€λŠ” 보고가 μžˆμŠ΅λ‹ˆλ‹€.
08:44
and also mistakes born out of thinking errors.
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λ˜ν•œ μ‹€μˆ˜λŠ” μƒκ°μ˜ 였λ₯˜μ—μ„œ λ°œμƒκΈ°λ„ ν•©λ‹ˆλ‹€.
08:47
A common thinking error
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예λ₯Ό λ“€λ©΄ λ°©μ‚¬μ„ μ „λ¬Έμ˜λ“€μ΄ μ’…μ’…
08:49
of radiologists, for example --
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잘λͺ»λœ μƒκ°μœΌλ‘œ μ‹€μˆ˜λ₯Ό ν•˜λŠ”λ°,
08:52
when they look at CT scans --
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CTμŠ€μΊ”μ„ λ³Όλ•Œ--
08:55
is that they're overly influenced
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검사λ₯Ό μ˜λ’°ν•œ μ˜μ‚¬κ°€ ν•œ 말에
08:57
by whatever it is
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μ§€λ‚˜μΉ˜κ²Œ 영ν–₯을 λ°›λŠ”λ‹€λŠ” κ²ƒμž…λ‹ˆλ‹€.
08:59
that the referring physician has said
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μ˜μ‚¬κ°€ ν™˜μžμ— λŒ€ν•΄ μ–΄λ–€ λ¬Έμ œκ°€ μžˆλ‹€κ³ 
09:01
that he suspects
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μ˜μ‹¬μ„ ν•˜κ³  검사λ₯Ό μ˜λ’°ν•˜λ©΄
09:03
the patient's problem to be.
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λ°©μ‚¬μ„ μ „λ¬Έμ˜λŠ” μ˜μ‚¬μ˜ μ˜κ²¬μ— 영ν–₯을 λ°›λŠ”λ‹€λŠ” κ²ƒμž…λ‹ˆλ‹€.
09:06
So if a radiologist
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κ·Έλž˜μ„œ 만일 λ°©μ‚¬μ„ μ „λ¬Έμ˜κ°€
09:08
is looking at the scan
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μ–΄λ–€ ν™˜μžκ°€ 폐렴을 κ°€μ‘Œλ‹€κ³  μ˜μ‹¬ν•˜κ³ 
09:10
of a patient with suspected pneumonia, say,
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κ·Έ ν™˜μžμ˜ μŠ€μΊ”μ„ 보게될 경우
09:13
what happens is that,
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λ‹€μŒκ³Ό 같은 일이 μΌμ–΄λ‚©λ‹ˆλ‹€.
09:15
if they see evidence
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μŠ€μΊ”λ„μ€‘ 폐렴의 증거λ₯Ό λ°œκ²¬ν•˜λ©΄
09:17
of pneumonia on the scan,
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λ°©μ‚¬μ„ μ „λ¬Έμ˜λ₯Ό κ±°κΈ°μ„œ
09:20
they literally stop looking at it --
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μŠ€μΊ”μ„ 멈μΆ₯λ‹ˆλ‹€.
09:23
thereby missing the tumor
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3인치 μ•„λž˜μͺ½μ— μžˆλŠ”
09:25
sitting three inches below
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폐 쒅양을
09:27
on the patient's lungs.
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λ†“μΉ˜κ³  λ§μž…λ‹ˆλ‹€.
09:31
I've shared with you so far
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μ—¬λŸ¬λΆ„λ“€μ€ 저와 ν•¨κ»˜
09:34
some insights into the world of experts.
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μ „λ¬Έκ°€λ“€μ˜ 세계λ₯Ό ν†΅μ°°ν•΄λ³΄μ•˜μŠ΅λ‹ˆλ‹€.
09:37
These are, of course,
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μ œκ°€ 였늘 μ—¬λŸ¬λΆ„λ“€κ³Ό κ³΅μœ ν•œ 사싀듀이
09:39
not the only insights I could share,
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ν†΅μ°°μ—μ„œ λλ‚˜μ§€ μ•Šκ³ 
09:41
but I hope they give you a clear sense at least
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κ·Έ μ‚¬μ‹€λ“€λ‘œ 인해 μ—¬λŸ¬λΆ„λ“€μ΄
09:44
of why we need to stop kowtowing to them,
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μ™œ μš°λ¦¬κ°€ μ „λ¬Έκ°€λ“€μ—κ²Œ λͺ¨λ“  것을 λ§‘κΈ°λŠ” 것을 λ©ˆμΆ”μ–΄μ•Ό ν•˜λŠ”μ§€
09:47
why we need to rebel
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μ™œ μš°λ¦¬κ°€ λ°˜ν•­ν•΄μ•Ό ν•˜λŠ”μ§€,
09:49
and why we need to switch
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또 μ™œ μš°λ¦¬κ°€ 우리의 독립적 μ˜μ‚¬κ²°μ • μŠ€μœ„μΉ˜λ₯Ό
09:51
our independent decision-making capabilities on.
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μΌœλ†”μ•Ό ν•˜λŠ”μ§€ λΆ„λͺ…νžˆ 깨달을 수 있기 λ°”λžλ‹ˆλ‹€.
09:55
But how can we do this?
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ν•˜μ§€λ§Œ μš°λ¦¬κ°€ μ–΄λ–»κ²Œ ν•˜λ©΄ λ κΉŒμš”?
09:58
Well for the sake of time,
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μ‹œκ°„κ΄€κ³„μƒ
10:01
I want to focus on just three strategies.
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세가지 μ „λž΅μ—λ§Œ μ§‘μ€‘ν•΄μ„œ λ§μ”€λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€.
10:06
First, we've got to be ready and willing
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첫째둜, μš°λ¦¬κ°€ μ§€κΈˆκΉŒμ§€ λ‚˜λˆˆ
10:08
to take experts on
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전문가에 λŒ€ν•œ 생각을 λ°”νƒ•μœΌλ‘œ
10:11
and dispense with this notion of them
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전문가듀을 μ·¨ν•˜κ±°λ‚˜
10:14
as modern-day apostles.
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또 λ°°μ œν•΄μ•Ό ν•©λ‹ˆλ‹€.
10:16
This doesn't mean having to get a Ph.D.
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κ±±μ •ν•˜μ…¨μ„μ§€ λͺ¨λ₯΄κ² μ§€λ§Œ
10:19
in every single subject,
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이 말이 μš°λ¦¬κ°€ 우리 슀슀둜
10:21
you'll be relieved to hear.
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λͺ¨λ“  뢄야에 박사가 λ˜μ–΄μ•Όν•œλ‹€λŠ” μ–˜κΈ°λŠ” μ•„λ‹™λ‹ˆλ‹€.
10:23
But it does mean persisting
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μš°λ¦¬κ°€ μ „λ¬Έκ°€λ“€μ˜ 짜증슀런 얼꡴에도
10:26
in the face of their inevitable annoyance
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κ³„μ†ν•΄μ„œ 우리의 μ˜κ²¬μ„ κ΄€μ² μ‹œν‚¬ 수 μžˆμ–΄μ•Ό ν•œλ‹€λŠ” λœ»μž…λ‹ˆλ‹€.
10:29
when, for example,
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예λ₯Όλ“€μ–΄,
10:31
we want them to explain things to us
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μš°λ¦¬λŠ” 그듀이 μš°λ¦¬μ—κ²Œ μš°λ¦¬κ°€ μ‹€μ œλ‘œ
10:33
in language that we can actually understand.
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μ•Œμ•„λ“€μ„ 수 μžˆλŠ” μ–Έμ–΄λ‘œ μ„€λͺ…ν•΄ μ£ΌκΈ°λ₯Ό λ°”λžλ‹ˆλ‹€.
10:38
Why was it that, when I had an operation,
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μ œκ°€ 전에 μˆ˜μˆ μ„ 받은 적이 μžˆλŠ”λ°
10:41
my doctor said to me,
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μ˜μ‚¬κ°€ 제게
10:43
"Beware, Ms. Hertz,
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"헐쯔 여사,
10:45
of hyperpyrexia,"
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이상고열을 μΈμ§€ν•˜μ„Έμš”," 라고 ν•˜λ”κ΅°μš”.
10:47
when he could have just as easily said,
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μ•Œμ•„λ“£κΈ° μ‰½κ²Œ "κ³ μ—΄ μ‘°μ‹¬ν•˜μ„Έμš”"라고
10:49
"Watch out for a high fever."
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ν•  수 도 μžˆλŠ”λ° λ§μž…λ‹ˆλ‹€.
10:53
You see, being ready to take experts on
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μ „λ¬Έκ°€λ₯Ό μ·¨ν•  μ€€λΉ„κ°€ λ˜μ—ˆλ‹€λŠ” 것은
10:57
is about also being willing
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그듀이 λ³΄λŠ” κ·Έλž˜ν”„μ˜ 이면과
10:59
to dig behind their graphs,
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λ³΅μž‘ν•œ 식과 예츑, μ˜ˆμ–Έ 등을
11:02
their equations, their forecasts,
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μΊλ‚΄μ„œ 무슨 말인지 μ•Œμ•„λ‚΄κ³ 
11:04
their prophecies,
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그러기 μœ„ν•΄μ„œ
11:06
and being armed with the questions to do that --
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μ–΄λ–€ μ§ˆλ¬Έμ„ 할지 μ œλŒ€λ‘œ μ•„λŠ” κ²ƒμž…λ‹ˆλ‹€.
11:09
questions like:
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예λ₯Ό λ“€λ©΄ 이런 μ§ˆλ¬Έλ“€ λ§μž…λ‹ˆλ‹€.
11:11
What are the assumptions that underpin this?
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이것을 μž…μ¦ν•˜λŠ” μ „μ œλŠ” λ¬΄μ—‡μΈκ°€μš”?
11:14
What is the evidence upon which this is based?
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이것은 무엇을 근거둜 ν•˜λŠ”κ°€μš”?
11:17
What has your investigation focused on?
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λ‹Ήμ‹ μ˜ μ‘°μ‚¬λŠ” 어디에 쀑점을 λ‘μ—ˆμŠ΅λ‹ˆκΉŒ?
11:21
And what has it ignored?
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그리고 μ–΄λ–€ 사싀듀이 λ°°μ œλ˜μ—ˆμŠ΅λ‹ˆκΉŒ?
11:24
It recently came out
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졜근 μ•Œλ €μ§€κΈ°λ₯Ό
11:26
that experts trialing drugs
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λŒ€λΆ€λΆ„μ˜ μ•½ν’ˆλ“€μ΄
11:29
before they come to market
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μ‹œμž₯에 λ‚˜μ˜€κΈ° 전에
11:31
typically trial drugs
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이미 μž„μƒμ‹€ν—˜μ„ κ±°μΉœλ‹€κ³  ν•©λ‹ˆλ‹€.
11:34
first, primarily on male animals
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전문가듀은 μš°μ„  수컷 λ™λ¬Όλ“€μ—κ²Œ μ‹€ν—˜μ„ ν•˜κ³ 
11:38
and then, primarily on men.
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κ·Έ λ‹€μŒμ—λŠ” λ‚¨μ„±λ“€μ—κ²Œ μ‹€ν—˜μ„ ν•©λ‹ˆλ‹€.
11:41
It seems that they've somehow overlooked the fact
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μ–΄μ°Œλœκ±΄μ§€ 그듀은 세계 절반의 인ꡬ가 μ—¬μ„±μ΄λΌλŠ” 사싀을
11:44
that over half the world's population are women.
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κ°„κ³Όν•˜κ³  μžˆλŠ” κ²ƒμ²˜λŸΌ λ³΄μž…λ‹ˆλ‹€.
11:49
And women have drawn the short medical straw
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여성듀이 μš΄λ‚˜μ˜κ²Œ λ‹Ήν•˜κ²Œ λ˜λŠ”κ±°μ£ .
11:52
because it now turns out that many of these drugs
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μ™œλƒν•˜λ©΄ 이 μ•½ν’ˆμ˜ λŒ€λ‹€μˆ˜λŠ”
11:55
don't work nearly as well on women
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λ‚¨μ„±λ“€μ—κ²Œ νš¨κ³Όκ°€ μžˆλŠ” 만큼
11:58
as they do on men --
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μ—¬μ„±λ“€μ—κ²Œλ„ νš¨κ³Όκ°€ μžˆμ§€ μ•Šκ±°λ‚˜
12:00
and the drugs that do work well work so well
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κ·Έ μ•½ν’ˆλ“€μ΄ λ„ˆλ¬΄λ‚˜ νš¨κ³Όκ°€ μžˆμ–΄μ„œ
12:03
that they're actively harmful for women to take.
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여성듀이 λ³΅μš©ν•˜κΈ°μ—λŠ” μœ„ν—˜ν•  μˆ˜λ„ 있기 λ•Œλ¬Έμž…λ‹ˆλ‹€.
12:06
Being a rebel is about recognizing
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λ°˜μ—­μžκ°€ λœλ‹€λŠ” 것은
12:09
that experts' assumptions
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μ „λ¬Έκ°€μ˜ μΆ”μΈ‘λ“€κ³Ό
12:12
and their methodologies
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κ·Έλ“€μ˜ 방법듀에도 결함이 μžˆμ„ 수 μžˆλ‹€λŠ” 것을
12:14
can easily be flawed.
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κΉ¨λ‹«λŠ” 것 μž…λ‹ˆλ‹€.
12:17
Second,
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λ‘˜μ§ΈλŠ”,
12:19
we need to create the space
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μš°λ¦¬κ°€ μ œκ°€ "λ°˜λŒ€κΆŒ 행사"라고 이름뢙인
12:22
for what I call "managed dissent."
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곡간을 μ°½μ‘°ν•˜λŠ” 것이 ν•„μš”ν•©λ‹ˆλ‹€.
12:25
If we are to shift paradigms,
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만일 μš°λ¦¬κ°€ νŒŒλΌλ‹€μž„μ„ λ°”κΎΈκ³  μ‹Άκ³ 
12:27
if we are to make breakthroughs,
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비약적 λ°œμ „μ„ 이루어내고
12:29
if we are to destroy myths,
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μ‹ ν™”λ₯Ό νŒŒκ΄΄ν•˜λ €κ³  ν•œλ‹€λ©΄,
12:32
we need to create an environment
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μš°λ¦¬λŠ” μ „λ¬Έκ°€μ˜ 아이디어듀이 싸움에 μ Έμ„œ
12:34
in which expert ideas are battling it out,
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λ‚΄λͺ°λ €μ§ˆ 수 μžˆλŠ” ν™˜κ²½μ„ μ‘°μ„±ν•΄μ•Ό ν•˜κ³ 
12:37
in which we're bringing in
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κ·Έ μ•ˆμ—μ„œ μƒˆλ‘­κ³ , 닀문화적인 생각과
12:39
new, diverse, discordant, heretical views
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λŒ€λ¦½μ μ΄κ³  이단적인 견해쑰차도
12:42
into the discussion,
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λ‘λ €μ›Œν•˜μ§€ μ•Šκ³ 
12:44
fearlessly,
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ν† λ‘ μœΌλ‘œ μ΄λŒμ–΄λ‚Ό 수 μžˆμ–΄μ•Ό ν•©λ‹ˆλ‹€.
12:46
in the knowledge that progress comes about,
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그러렀면
12:49
not only from the creation of ideas,
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μ΄λŸ¬ν•œ 과정이 μ•„μ΄λ””μ–΄μ˜ μ°½μ‘° λΏλ§Œμ•„λ‹ˆλΌ
12:53
but also from their destruction --
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μ•„μ΄λ””μ–΄μ˜ νŒŒκ΄΄μ—μ„œλ„ κ°€λŠ₯ν•˜λ‹€λŠ” 것을 μ•Œμ•„μ•Ό ν•©λ‹ˆλ‹€.
12:56
and also from the knowledge
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κ°ˆλΌμ§€κ³  λŒ€λ¦½λ˜λŠ” μ˜κ²¬λ“€κ³Ό
12:59
that, by surrounding ourselves
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이단적인 μƒκ°λ“€λ‘œ
13:01
by divergent, discordant,
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우리 μžμ‹ λ“€μ„ λ‘˜λŸ¬μ‹Έμ•Όλ§Œ
13:04
heretical views.
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그런 과정이 κ°€λŠ₯ν•˜λ‹€λŠ” 것을 μ•Œμ•„μ•Ό ν•©λ‹ˆλ‹€.
13:06
All the research now shows us
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μ΄λ ‡κ²Œ ν•¨μœΌλ‘œμ¨ μ‹€μ œλ‘œ μš°λ¦¬κ°€ λ”μš± ν˜„λͺ…ν•΄μ§ˆ 수 μžˆλ‹€λŠ” 것을
13:08
that this actually makes us smarter.
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연ꡬ결과듀이 보여주고 μžˆμŠ΅λ‹ˆλ‹€.
13:13
Encouraging dissent is a rebellious notion
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λ°˜λŒ€κΆŒμ„ μž₯λ €ν•˜λŠ” 것은 λ°˜ν•­μ μΈ μƒκ°μž…λ‹ˆλ‹€
13:16
because it goes against our very instincts,
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μ™œλƒν•˜λ©΄ 그것은
13:19
which are to surround ourselves
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μš°λ¦¬κ°€ 이미 λ―Ώκ³  μžˆκ±°λ‚˜
13:22
with opinions and advice
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λ˜λŠ” 진싀이라고 λ―Ώκ³  μ‹Άμ–΄ν•˜λŠ”
13:24
that we already believe
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의견과 μ‘°μ–ΈμœΌλ‘œ μš°λ¦¬μžμ‹ μ„ λ‘˜λŸ¬μ‹Έλ €κ³  ν•˜λŠ”
13:27
or want to be true.
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우리의 λ°”λ‘œ κ·Έ λ³ΈλŠ₯듀에 λ°˜ν•˜κΈ° λ•Œλ¬Έμž…λ‹ˆλ‹€.
13:29
And that's why I talk about the need
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그것이 μ œκ°€ ν™œλ°œν•˜κ²Œ λ°˜λŒ€κΆŒμ„ 행사할
13:31
to actively manage dissent.
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ν•„μš”μ— μžˆλ‹€κ³  λ§ν•˜λŠ” μ΄μœ μž…λ‹ˆλ‹€.
13:35
Google CEO Eric Schmidt
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κ΅¬κΈ€μ˜ 졜고 경영 μ±…μž„μžμΈ 에릭 μŠˆλ―ΈνŠΈλŠ”
13:37
is a practical practitioner
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이 μ² ν•™μ˜
13:40
of this philosophy.
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μ‹€μ§ˆμ μΈ μ‹€ν–‰κ°€μž…λ‹ˆλ‹€.
13:42
In meetings, he looks out for the person in the room --
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νšŒμ˜ν•  λ•Œ, κ·ΈλŠ” μ‚¬λžŒλ“€μ„ μ£Όμ‹œν•˜λ‹€κ°€
13:45
arms crossed, looking a bit bemused --
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νŒ”μ§±μ„ 끼고, μ•½κ°„ μ–΄μ •μ©‘ν•œ ν‘œμ •μœΌλ‘œ μ•‰μ•„μžˆλŠ” μ‚¬λžŒλ“€μ΄ 있으면
13:48
and draws them into the discussion,
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λ°”λ‘œ κ·Έ μ‚¬λžŒλ“€μ„ ν† λ‘ μœΌλ‘œ λŒμ–΄λ“€μž…λ‹ˆλ‹€,
13:51
trying to see if they indeed are
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κ·Έ μ‚¬λžŒλ“€μ΄ 사싀은 λ‹€λ₯Έ μ˜κ²¬μ„ 가지고 있기λ₯Ό
13:54
the person with a different opinion,
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바라고 λ§μž…λ‹ˆλ‹€.
13:57
so that they have dissent within the room.
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κ·Έλž˜μ„œ.
14:00
Managing dissent
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λ°˜λŒ€κΆŒμ„ ν–‰μ‚¬ν•œλ‹€λŠ” 것은
14:02
is about recognizing the value
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λΆˆμΌμΉ˜μ™€ λΆ€μ‘°ν™”
14:05
of disagreement, discord
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그리고 λ‹€λ¦„μ˜ κ°€μΉ˜λ₯Ό
14:08
and difference.
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κΉ¨λ‹«λŠ” κ²ƒμž…λ‹ˆλ‹€.
14:10
But we need to go even further.
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ν•˜μ§€λ§Œ μš°λ¦¬λŠ” κ±°κΈ°μ„œ 멈좜 게 μ•„λ‹ˆλΌ
14:13
We need to fundamentally redefine
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본질적으둜 μ „λ¬Έκ°€λΌλŠ” μ‚¬λžŒλ“€μ΄
14:16
who it is that experts are.
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λ„λŒ€μ²΄ λˆ„κ΅¬μΈμ§€λ₯Ό λ‹€μ‹œ ν•œλ²ˆ μ •μ˜ν•΄λ΄μ•Ό ν•©λ‹ˆλ‹€.
14:20
The conventional notion
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ν†΅λ…μ μœΌλ‘œλŠ”
14:22
is that experts are people
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전문가라고 ν•˜λ©΄
14:25
with advanced degrees,
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κ³ ν•™λ ₯에
14:27
fancy titles, diplomas,
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ν™”λ €ν•œ 직책, ν•™μœ„μ¦μ„ κ°–κ³ 
14:30
best-selling books --
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λ² μŠ€νŠΈμ…€λŸ¬μ˜ μž‘κ°€μ΄κ³ 
14:32
high-status individuals.
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μƒμœ„ κ³„μΈ΅μ˜ μ‚¬λžŒλ“€μž…λ‹ˆλ‹€.
14:34
But just imagine
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ν•˜μ§€λ§Œ 상상해 λ³΄μ„Έμš”
14:36
if we were to junk
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만일 μš°λ¦¬κ°€
14:38
this notion of expertise
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이 μ „λ¬Έκ°€λΌλŠ” κ°œλ…μ— μžˆμ–΄μ„œ
14:42
as some sort of elite cadre
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μ—˜λ¦¬νŠΈ ν•΅μ‹¬μ§‘λ‹¨μœΌλ‘œ λ³΄λŠ” 관점을 버리고
14:46
and instead embrace the notion
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λŒ€μ‹ μ— 민주적인 κ°œλ…μœΌλ‘œ
14:49
of democratized expertise --
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μ „λ¬Έκ°€λ₯Ό ν¬κ΄„μ μœΌλ‘œ μƒκ°ν•œλ‹€λ©΄
14:52
whereby expertise was not just the preserve
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μ „λ¬Έκ°€λŠ” 단지 μ™Έκ³Όμ˜μ‚¬λ‚˜
14:55
of surgeons and CEO's,
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졜고 경영 κ°„λΆ€λΏλ§Œ μ•„λ‹ˆλΌ
14:57
but also shop-girls -- yeah.
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κ°€κ²Œμ˜ μ—¬μž 점원도 전문가라고 λ³Ό 수 μžˆλ‹€λŠ” κ²ƒμž…λ‹ˆλ‹€.
15:01
Best Buy,
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베슀트 λ°”μ΄λΌλŠ”
15:03
the consumer electronics company,
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μ „μžμ œν’ˆ μ „λ¬Έ 판맀 νšŒμ‚¬λŠ”,
15:05
gets all its employees --
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λͺ¨λ“  κ³ μš©μΈλ“€μ—κ²Œ λ‚΄κΈ°λ₯Ό 걸게 ν•©λ‹ˆλ‹€-
15:08
the cleaners, the shop assistants,
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μ‹€μ§ˆμ μœΌλ‘œ 판맀 μ˜ˆμƒμˆ˜μΉ˜λ₯Ό 맑고 μžˆλŠ” λΆ€μ„œλΏλ§Œμ•„λ‹ˆλΌ
15:10
the people in the back office,
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μ²­μ†ŒλΆ€, 판맀 보쑰원, μ§€μ›λΆ€μ„œ μ§μ›λ“€κΉŒμ§€
15:13
not just its forecasting team --
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λͺ¨λ‘ λ‚΄κΈ°λ₯Ό 걸게 ν•©λ‹ˆλ‹€.
15:15
to place bets, yes bets,
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μ–΄λ–€ μƒν’ˆλ“€μ΄ 크리슀마슀 전에
15:18
on things like whether or not
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잘 νŒ”λ¦΄μ§€ μ•ˆνŒ”λ¦΄μ§€,
15:20
a product is going to sell well before Christmas,
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μ†ŒλΉ„μžλ“€μ˜ μƒˆλ‘œμš΄ 아이디어듀을
15:23
on whether customers' new ideas
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νšŒμ‚¬μ—μ„œ 받아듀여야할지
15:26
are going to be or should be taken on by the company,
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말아야할지λ₯Ό λ§μž…λ‹ˆλ‹€.
15:30
on whether a project
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λ˜ν•œ μ–΄λ–€ ν”„λ‘œμ νŠΈκ°€
15:32
will come in on time.
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제 λ•Œ μ‹œμž‘λ  수 μžˆμ„μ§€μ— λ‚΄κΈ°λ₯Ό 걸게 ν•©λ‹ˆλ‹€.
15:34
By leveraging
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이미 ν™•λ³΄ν•˜κ³  μžˆλŠ” 인적 물적 μžμ›μ„ ν™œμš©ν•˜κ³ 
15:36
and by embracing
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νšŒμ‚¬λ‚΄μ˜ 전문성을 μˆ˜μš©ν•¨μœΌλ‘œμ¨
15:38
the expertise within the company,
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베슀트 λ°”μ΄λŠ”
15:40
Best Buy was able to discover, for example,
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쀑ꡭ에 개점 μ˜ˆμ •μ΄μ—ˆλ˜
15:43
that the store that it was going to open in China --
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μ•„μ£Ό 큰 규λͺ¨μ˜ κ±°λŒ€ν•œ 맀μž₯이
15:47
its big, grand store --
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제 μ‹œκ°„μ— κ°œμ ν•  수 없을 κ²ƒμ΄λΌλŠ” 것을
15:49
was not going to open on time.
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μ˜ˆμΈ‘ν•΄λ‚Ό 수 μžˆμ—ˆμŠ΅λ‹ˆλ‹€.
15:52
Because when it asked its staff,
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μ§μ›λ“€μ—κ²Œ 쀑ꡭ에 μ˜€ν”ˆν•  맀μž₯을
15:54
all its staff, to place their bets
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μ˜ˆμ •λŒ€λ‘œ 제 λ•Œμ— μ˜€ν”ˆν•  수 μžˆμ„μ§€ 여뢀에 λŒ€ν•΄
15:57
on whether they thought the store would open on time or not,
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λ‚΄κΈ°λ₯Ό 걸어보라고 ν–ˆλŠ”λ°
16:01
a group from the finance department
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μž¬μ •λΆ€μ„œμ˜ ν•œ 그룹이
16:04
placed all their chips
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κ·Έλ“€μ˜ 칩을 μ „λΆ€λ‹€
16:06
on that not happening.
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맀μž₯이 열리지 μ•ŠλŠ”μͺ½μ— κ±Έμ—ˆμŠ΅λ‹ˆλ‹€.
16:09
It turned out that they were aware,
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λ‚˜μ€‘μ— λ°ν˜€μ§„ λ°”λ‘œλŠ”
16:11
as no one else within the company was,
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예츑 μ „λ¬Έκ°€λ“€μ΄λ‚˜
16:14
of a technological blip
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μ€‘κ΅­μ˜ ν˜„μ§€μ— μžˆλŠ” κ·Έ λˆ„κ΅¬λ„
16:16
that neither the forecasting experts,
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μΈμ§€ν•˜μ§€ λͺ»ν–ˆλ˜ 기술적인 문제λ₯Ό
16:18
nor the experts on the ground in China,
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κ·Έ νšŒμ‚¬λ‚΄μ˜ μ–΄λ–€ 전문가도 μ•Œμ§€ λͺ»ν•˜κ³  μžˆμ—ˆμ„ λ•Œ,
16:21
were even aware of.
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그듀은 μΈμ§€ν•˜κ³  μžˆμ—ˆλ˜ κ²ƒμž…λ‹ˆλ‹€.
16:25
The strategies
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였늘밀 μ œκ°€ λ§μ”€λ“œλ¦°
16:27
that I have discussed this evening --
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μ „λž΅λ“€μ„ μ •λ¦¬ν•˜μžλ©΄
16:30
embracing dissent,
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λ°˜λŒ€μ˜κ²¬μ„ λ°›μ•„λ“€μ΄μžλŠ” 것과
16:32
taking experts on,
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전문가듀을 μ–΄λ–»κ²Œ μ΄μš©ν•΄μ•Όν• μ§€,
16:34
democratizing expertise,
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전문성을 λ―Όμ£Όν™”ν•˜μžλŠ” κ²ƒμž…λ‹ˆλ‹€.
16:36
rebellious strategies --
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λ°˜ν•­μ μΈ μ „λž΅λ“€μ€
16:39
are strategies that I think
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우리둜 ν•˜μ—¬κΈˆ
16:41
would serve us all well to embrace
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혼돈슀럽고 λ³΅μž‘ν•˜κ³  μ–΄λ €μš΄ 이 μ‹œλŒ€μ˜
16:43
as we try to deal with the challenges
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도전듀을 잘 λŒ€μ²˜ν•΄ λ‚˜κ°ˆ 수 μžˆλ„λ‘
16:46
of these very confusing, complex,
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도와쀄 것이라고
16:49
difficult times.
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μƒκ°ν•©λ‹ˆλ‹€.
16:51
For if we keep
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μ™œλƒν•˜λ©΄ 만일 μš°λ¦¬κ°€
16:53
our independent decision-making part
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우리의 λ‡Œμ˜ 독립적 μ˜μ‚¬κ²°μ •μ„
16:55
of our brains switched on,
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ν˜•μ„±ν•˜λŠ” 뢀뢄을 계속 μΌœλ†“κ³  μžˆλ‹€λ©΄,
16:58
if we challenge experts, if we're skeptical,
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만일 μš°λ¦¬κ°€ μ „λ¬Έκ°€λ“€μ—κ²Œ λ„μ „ν•œλ‹€λ©΄, 만일 μš°λ¦¬κ°€ μ˜μ‹¬μ©μ–΄ ν•œλ‹€λ©΄,
17:01
if we devolve authority,
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만일 μš°λ¦¬κ°€ κΆŒμœ„λ₯Ό μ–‘λ„ν•œλ‹€λ©΄,
17:03
if we are rebellious,
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만일 μš°λ¦¬κ°€ λ°˜ν•­μ μ΄λΌλ©΄,
17:05
but also
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그리고
17:07
if we become much more comfortable
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만일 μš°λ¦¬κ°€
17:09
with nuance,
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λΆˆν™•μ‹€μ„±κ³Ό μ˜μ‹¬, λ―Έλ¬˜ν•œ 차이 등을
17:11
uncertainty and doubt,
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νŽΈν•˜κ²Œ 받아듀일 수 μžˆλ‹€λ©΄
17:14
and if we allow our experts
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그리고 전문가듀이
17:17
to express themselves
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λΆˆν™•μ‹€μ„±κ³Ό μ˜μ‹¬, λ―Έλ¬˜ν•œ 차이 등을 μ‚¬μš©ν•˜μ—¬
17:19
using those terms too,
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κ·Έλ“€μ˜ μ˜κ²¬μ„ ν‘œν˜„ν•  수 μžˆλ„λ‘ ν—ˆμš©ν•œλ‹€λ©΄
17:21
we will set ourselves up
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μš°λ¦¬λŠ” 우리 μžμ‹ μ΄
17:23
much better
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21μ„ΈκΈ°μ˜ 도전에 λŒ€ν•΄
17:25
for the challenges of the 21st century.
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잘 λŒ€ν•­ν•  수 있게 λ§Œλ“€ κ²ƒμž…λ‹ˆλ‹€.
17:29
For now, more than ever,
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자, μ΄μ „μ˜ κ·Έ μ–΄λŠλ•Œλ³΄λ‹€, μ§€κΈˆμ€
17:32
is not the time
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λ§Ήλͺ©μ μœΌλ‘œ
17:34
to be blindly following,
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μΆ”μ’…ν•˜κ³ 
17:36
blindly accepting,
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λ§Ήλͺ©μ μœΌλ‘œ μˆ˜μš©ν•˜κ³ 
17:38
blindly trusting.
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λ§Ήλͺ©μ μœΌλ‘œ μ‹ λ’°ν•˜λŠ” μ‹œλŒ€κ°€ μ•„λ‹™λ‹ˆλ‹€.
17:41
Now is the time to face the world
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μ§€κΈˆμ€ λ‘λˆˆμ„ 크게 뜨고--
17:44
with eyes wide open --
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세계에 직면해야 ν•˜λŠ” λ•Œμž…λ‹ˆλ‹€.
17:47
yes, using experts
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κ·Έλž˜μš”, μ „λ¬Έκ°€λ₯Ό μ΄μš©ν•˜λŠ”κ²ƒμ€
17:49
to help us figure things out, for sure --
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μš°λ¦¬κ°€ 일을 ν•΄κ²°ν•˜λŠ”λ° 도움이 λ˜λŠ” 것은 ν™•μ‹€ν•©λ‹ˆλ‹€.
17:52
I don't want to completely do myself out of a job here --
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μ €λŠ” 였늘 이 μžλ¦¬μ—μ„œ 제 슀슀둜 직업을 μ™„μ „νžˆ μžƒκ³  μ‹Άμ§€λŠ” μ•ŠμŠ΅λ‹ˆλ‹€
17:56
but being aware
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ν•˜μ§€λ§Œ
17:58
of their limitations
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κ·Έλ“€μ˜ ν•œκ³„μ κ³Ό
18:01
and, of course, also our own.
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우리 μžμ‹ μ˜ ν•œκ³„μ μ„ μΈμ§€ν•˜κΈ°λ₯Ό λ°”λžλ‹ˆλ‹€.
18:05
Thank you.
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κ°μ‚¬ν•©λ‹ˆλ‹€.
18:07
(Applause)
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λ°•μˆ˜
이 μ›Ήμ‚¬μ΄νŠΈ 정보

이 μ‚¬μ΄νŠΈλŠ” μ˜μ–΄ ν•™μŠ΅μ— μœ μš©ν•œ YouTube λ™μ˜μƒμ„ μ†Œκ°œν•©λ‹ˆλ‹€. μ „ 세계 졜고의 μ„ μƒλ‹˜λ“€μ΄ κ°€λ₯΄μΉ˜λŠ” μ˜μ–΄ μˆ˜μ—…μ„ 보게 될 κ²ƒμž…λ‹ˆλ‹€. 각 λ™μ˜μƒ νŽ˜μ΄μ§€μ— ν‘œμ‹œλ˜λŠ” μ˜μ–΄ μžλ§‰μ„ 더블 ν΄λ¦­ν•˜λ©΄ κ·Έκ³³μ—μ„œ λ™μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€. λΉ„λ””μ˜€ μž¬μƒμ— 맞좰 μžλ§‰μ΄ μŠ€ν¬λ‘€λ©λ‹ˆλ‹€. μ˜κ²¬μ΄λ‚˜ μš”μ²­μ΄ μžˆλŠ” 경우 이 문의 양식을 μ‚¬μš©ν•˜μ—¬ λ¬Έμ˜ν•˜μ‹­μ‹œμ˜€.

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