Timothy Prestero: Design for people, not awards

90,883 views ใƒป 2012-08-16

TED


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

00:00
Translator: Timothy Covell Reviewer: Morton Bast
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๋ฒˆ์—ญ: K Bang ๊ฒ€ํ† : Amy Ko
00:15
I've got a great idea that's going to change the world.
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์ €๋Š” ์„ธ์ƒ์„ ๋’ค๋ฐ”๊ฟ€๋งŒํ•œ ๋Œ€๋‹จํ•œ ์•„์ด๋””์–ด๋ฅผ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
๋Œ€๋‹จํ•˜์ฃ . ์—ฌ๋Ÿฌ๋ถ„๋“ค์€ ์•„๋งˆ ๊ธฐ์ ˆํ•˜์‹ค๊ฑฐ์—์š”.
00:18
It's fantastic, it's going to blow your mind.
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์ด๊ฑด ์ œ ์•„์ดํ•˜๊ณ ๋„ ๊ฐ™์•„์š”.
00:20
It's my beautiful baby.
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00:21
Here's the thing: everybody loves a beautiful baby.
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์ด๊ฑฐ์—์š”. ๋ˆ„๊ตฌ๋‚˜ ์˜ˆ์œ ์•„๊ธฐ๋“ค์„ ์‚ฌ๋ž‘ํ•ฉ๋‹ˆ๋‹ค.
00:24
I mean, I was a beautiful baby.
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์ œ ์–˜๊ธฐ๋Š”, ์ €๋„ ์˜ˆ์œ ์•„๊ธฐ์˜€๋‹ค๋Š” ๊ฒ๋‹ˆ๋‹ค.
์ด๊ฑด ์ œ๊ฐ€ ํƒœ์–ด๋‚œ์ง€ ๋ฉฐ์น  ์ง€๋‚˜์ง€๋„ ์•Š์€ ์ €์™€ ์ œ ์•„๋ฒ„์ง€์„ธ์š”.
00:26
Here's me and my dad a couple days after I was born.
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00:28
So in the world of product design,
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์ œํ’ˆ ๋””์ž์ธ์˜ ์„ธ๊ณ„์—์„œ
์•„๋ฆ„๋‹ค์šด ์•„๊ธฐ๋Š” ์ปจ์…‰ํŠธ ์นด์™€ ๊ฐ™์€๊ฑฐ์ฃ .
00:30
the beautiful baby's like the concept car.
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00:32
It's the knockout.
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ํ•œ ๋ฐฉ์— ๋‚ ๋ฆฌ๋Š” ๊ฒƒ๊ณผ ๊ฐ™์•„์š”.
00:34
You see it and you go, "Oh, my God. I'd buy that in a second!"
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๋ณด์ž๋งˆ์ž ๋ฐ”๋กœ ์ด๋Ÿฌ์‹œ๋Š”๊ฑฐ์ฃ . "์ด๋Ÿฐ.. ์ง€๊ธˆ ๋ฐ”๋กœ ์ € ์ฐจ๋ฅผ ์‚ฌ์•ผ๊ฒ ์–ด."
00:37
So why is it that this year's new cars
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๊ทธ๋Ÿฐ๋ฐ, ์˜ฌ ํ•ด ๋‚˜์˜จ ์‹ ์ฐจ๋Š”
00:40
look pretty much exactly like last year's new cars?
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์™œ ์ž‘๋…„์— ๋‚˜์˜จ ์ฐจํ•˜๊ณ  ๊ฑฐ์˜ ๋˜‘๊ฐ™์€ ๋ชจ์–‘๊ฑฐ์ฃ ?
00:43
(Laughter)
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(์›ƒ์Œ)
00:45
What went wrong between the design studio and the factory?
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๋””์ž์ธ ์‚ฌ๋ฌด์‹คํ•˜๊ณ  ๊ณต์žฅ๊ฐ„์— ๋ฌด์Šจ ๋ฌธ์ œ๋ผ๋„ ์žˆ๋Š”๊ฑธ๊นŒ์š”?
์ €๋Š” ์˜ค๋Š˜ ์˜ˆ์œ ์•„๊ธฐ์— ๋Œ€ํ•˜์—ฌ ์ด์•ผ๊ธฐํ•˜๊ณ  ์‹ถ์ง€๋Š” ์•Š์•„์š”.
00:48
Today, I don't want to talk about beautiful babies,
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00:50
I want to talk about the awkward adolescence of design --
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์ œ๊ฐ€ ๋ง์”€๋“œ๋ฆฌ๊ณ  ์‹ถ์€ ๊ฒƒ์€ ๋””์ž์ธ์˜ ๋‹จ๊ณ„์ƒ ์ข€ ๊ธฐ๊ดดํ•œ ์ค‘๊ฐ„ ๋‹จ๊ณ„์ฏค ๋ฉ๋‹ˆ๋‹ค.
00:53
those sort of dorky teenage years
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์–ด๋ฆฌ์„์€ 10๋Œ€ ์‹œ๋Œ€ ๋น„์Šทํ•œ ๊ฑฐ์—์š”.
๊ทธ๋•Œ์ฏค ์„ธ์ƒ์ด ์–ด๋–ป๊ฒŒ ๋Œ์•„๊ฐ€๋Š”์ง€ ์•Œ๊ณ  ์‹ถ์–ด ํ•˜์ž–์•„์š”.
00:58
where you're trying to figure out how the world works.
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์ €๋Š” ์ƒˆ๋กœ ํƒœ์–ด๋‚œ ์•„์ด์˜ ๊ฑด๊ฐ•๊ณผ ๊ด€๋ จํ•ด์„œ ์šฐ๋ฆฌ๊ฐ€ ๊ฒช์—ˆ๋˜ ๊ฒƒ๋ถ€ํ„ฐ ์‹œ์ž‘ํ•ด ๋ณด๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค..
01:01
I'm going to start with an example
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01:03
from some work that we did on newborn health.
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01:05
So here's a problem:
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์—ฌ๊ธฐ ๋ฌธ์ œ๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค:
01:07
four million babies around the world, mostly in developing countries,
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์„ธ๊ณ„์ ์œผ๋กœ ๋งค๋…„ 4๋ฐฑ๋งŒ ๋ช…์˜ ์•„๊ธฐ๋“ค์ด,
๋Œ€๋ถ€๋ถ„ ๊ฐœ๋ฐœ๋„์ƒ ๊ตญ๊ฐ€์—์„œ์ฃ ,
์ฒซ ๋์„ ์ง€๋‚ด๊ธฐ๋„ ์ „์— ์‚ฌ๋งํ•ฉ๋‹ˆ๋‹ค.
01:11
die every year before their first birthday,
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01:13
even before their first month of life.
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์‹ฌ์ง€์–ด ํ•œ ๋‹ฌ์„ ๋„˜๊ธฐ์ง€ ๋ชปํ•˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
01:15
It turns out half of those kids,
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๋ฐํ˜€์ง„ ๋ฐ”๋กœ๋Š” ์ด ์•„๊ธฐ๋“ค ๊ฐ€์šด๋ฐ ์ ˆ๋ฐ˜์€, ๊ทธ๋Ÿฌ๋‹ˆ๊นŒ ์•ฝ 180๋งŒ ๋ช… ์ •๋„์˜ ์œ ์•„๋“ค์€
01:17
or about 1.8 million newborns around the world,
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01:19
would make it if you could just keep them warm
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ํƒœ์–ด๋‚˜์„œ ์‚ฌํ˜๊ฐ„, ์–ด์ฉŒ๋ฉด 1์ฃผ์ผ ์ •๋„ ๋”ฐ๋œปํ•˜๊ฒŒ๋งŒ ์œ ์ง€ํ•ด์ฃผ๋ฉด
์‚ฌ๋งํ•˜์ง€ ์•Š์„ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
01:22
for the first three days, maybe the first week.
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์—ฌ๊ธฐ๋Š” ๋„คํŒ”์˜ ์นดํŠธ๋งŒ๋‘์— ์žˆ๋Š” ์–ด๋–ค ์‹ ์ƒ์•„ ์ค‘ํ™˜์ž์‹ค์ด์—์š”.
01:25
So this is a newborn intensive care unit in Kathmandu, Nepal.
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01:28
All of these kids in blankets belong in incubators --
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๋‹ด์š”์— ์Œ“์—ฌ์žˆ๋Š” ์ด ์•„๊ธฐ๋“ค์€ ๋ชจ๋‘ ์ธํ๋ฒ ์ดํ„ฐ์— ์žˆ์Šต๋‹ˆ๋‹ค. --
01:31
something like this.
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์ด๋Ÿฐ๊ฑฐ์ฃ . ์ด๊ฑด ์šฐ๋ฆฌ๊ฐ€ ์นดํŠธ๋งŒ๋‘์˜ [๋ถˆ๋ช…ํ™•]ํ•œ ๊ณณ์— ์„ค์น˜ํ•œ
01:33
This is a donated Japanese Atom incubator
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01:36
that we found in a NICU in Kathmandu.
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์ผ๋ณธ์—์„œ ๊ธฐ๋ถ€ํ•œ ์›์ž ์ธํ๋ฒ ์ดํ„ฐ์—์š”.
์ด๊ฒŒ ๋ฐ”๋กœ ์šฐ๋ฆฌ๊ฐ€ ์›ํ•˜๋Š”๊ฒ๋‹ˆ๋‹ค.
01:39
This is what we want.
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01:40
Probably what happened is a hospital in Japan upgraded their equipment
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์•„๋งˆ ์ผ๋ณธ์˜ ์–ด๋–ค ๋ณ‘์›์—์„œ ์žฅ๋น„๋ฅผ ์ƒˆ๊ฑธ๋กœ ๊ต์ฒดํ•˜๋ฉด์„œ
01:43
and donated their old stuff to Nepal.
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์˜ค๋ž˜๋œ ์žฅ๋น„๋ฅผ ๋„คํŒ”์— ๊ธฐ์ฆํ•œ ๊ฒƒ ๊ฐ™์ฃ .
๋ฌธ์ œ๋Š”, ๊ธฐ์ˆ ์ž๊ฐ€ ์—†๊ฑฐ๋‚˜, ๊ณต๊ฐ„์ด ํ™•๋ณด๋˜์ง€ ์•Š์œผ๋ฉด
01:47
The problem is, without technicians, without spare parts,
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01:50
donations like this very quickly turn into junk.
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์ด๋ ‡๊ฒŒ ๊ธฐ์ฆ๋ฐ›์€ ๊ฒƒ๋“ค์€ ์˜ค๋ž˜์ง€ ์•Š์•„ ๋ชป ์“ฐ๊ฒŒ ๋œ๋‹ค๋Š”๊ฑฐ์ฃ .
01:54
So this seemed like a problem that we could do something about.
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์ด๋Ÿฐ ๋ฌธ์ œ๋Š” ์šฐ๋ฆฌ๊ฐ€ ์–ด๋–ป๊ฒŒ ํ•ด๋ณผ ์ˆ˜ ์žˆ์„ ๊ฒƒ ๊ฐ™์€ ๋ฌธ์ œ์˜€์ฃ .
1์ฃผ์ผ๊ฐ„ ์œ ์•„์˜ ์ฒด์˜จ์„ ์œ ์ง€ํ•ด ์ฃผ๋Š”
01:58
Keeping a baby warm for a week -- that's not rocket science.
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์ด๋Ÿฐ ์ผ์€ ๋กœ์ผ“๊ณผํ•™ ๊ฐ™์€๊ฒŒ ์•„๋‹™๋‹ˆ๋‹ค.
๊ทธ๋ž˜์„œ ์ €ํฌ๊ฐ€ ์‹œ์ž‘ํ–ˆ์ฃ .
02:02
So we got started.
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02:03
We partnered with a leading medical research institution here in Boston.
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์šฐ๋ฆฌ๋Š” ์—ฌ๊ธฐ ๋ณด์Šคํ„ด์˜ ์„ ๋„์  ์˜ํ•™์—ฐ๊ตฌ์†Œ์™€ ํ•จ๊ป˜ ์ผ ํ–ˆ์Šต๋‹ˆ๋‹ค.
์šฐ๋ฆฌ๋Š” ํ•ด์™ธ์—์„œ ๋ช‡ ๋‹ฌ๊ฐ„์ด๋‚˜ ์‚ฌ์šฉ์ž ํ™˜๊ฒฝ์— ๋Œ€ํ•œ ์—ฐ๊ตฌ๋„ ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:07
We conducted months of user research overseas,
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02:10
trying to think like designers, human-centered design --
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์ธ๊ฐ„ ์ค‘์‹ฌ์˜ ๋””์ž์ด๋„ˆ์ฒ˜๋Ÿผ ์ƒ๊ฐํ•˜๋ ค๊ณ  ๋…ธ๋ ฅํ–ˆ์–ด์š”.
02:12
"Let's figure out what people want."
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์‚ฌ๋žŒ๋“ค์ด ๋ญ˜ ์›ํ–ˆ๋Š”์ง€ ์ƒ๊ฐํ•ด๋ณผ๊นŒ์š”?
02:15
We killed thousands of Post-it notes.
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์šฐ๋ฆฌ๋Š” ์ˆ˜์ฒœ์žฅ์˜ ํฌ์ŠคํŠธ์ž‡ ๋…ธํŠธ๋ฅผ ์‚ฌ์šฉํ–ˆ์–ด์š”.
02:17
We made dozens of prototypes to get to this.
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์šฐ๋ฆฌ๋Š” ์ด๋Ÿฐ๊ฑธ ๋งŒ๋“ค๋ ค๊ณ  10์—ฌ๊ฐœ์˜ ํ‘œ์ค€ ๋ชจํ˜•๋„ ๋งŒ๋“ค์—ˆ์ฃ .
์ด๊ฑด ์‹ ๊ฐœ๋…์˜ ์œ ์•„ ์–‘์œก์šฉ ์ธํ๋ฒ ์ดํ„ฐ์ธ๋ฐ์š”
02:21
So this is the NeoNurture infant incubator,
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๊ทธ ์•ˆ์—๋Š” ๋งŽ์€ ์Šค๋งˆํŠธ ๊ธฐ๋Šฅ์ด ๋“ค์–ด์žˆ์–ด์š”. ์ €ํฌ๋Š” ์•„์ฃผ ๋งŒ์กฑํ–ˆ์Šต๋‹ˆ๋‹ค.
02:24
and this has a lot of smarts built into it, and we felt great.
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02:28
So the idea here is, unlike the concept car,
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์—ฌ๊ธฐ์„œ ์•„์ด๋””์–ด๋Š”, ์ปจ์…‰ํŠธ ์นด์™€๋Š” ๋‹ฌ๋ฆฌ
02:30
we want to marry something beautiful
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์•„๋ฆ„๋‹ค์šด ๊ฒƒ์„
02:32
with something that actually works.
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์‹ค์ œ ์ž‘๋™ํ•˜๋Š” ๊ฒƒ์— ๊ฒฐํ•ฉ์‹œํ‚ค๊ณ ์ž ํ–ˆ์–ด์š”.
02:34
And our idea is that this design
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ ์ƒ๊ฐ์€ ์ƒ์‚ฐ์ž๋“ค๊ณผ ๋‹ค๋ฅธ ์ด๋“ค์ด
02:36
would inspire manufacturers and other people of influence
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์ด๋Ÿฐ ๋””์ž์ธ์— ๊ฐ๋™ํ•˜์—ฌ
02:40
to take this model and run with it.
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์ด ๋ชจ๋ธ์„ ์ฑ„ํƒํ•ด๊ณ  ์‚ฌ์šฉํ•˜๊ฒŒ ํ•˜๋ ค๋Š” ๊ฒƒ์ด์—ˆ์ฃ .
๊ทธ๋Ÿฐ๋ฐ ์ข‹์ง€ ์•Š์€ ๋‰ด์Šค๊ฐ€ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค:
02:43
Here's the bad news:
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02:46
the only baby ever actually put inside the NeoNurture incubator
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์ด ์‹ ๊ฐœ๋…์˜ ์œ ์•„ ์–‘์œก์šฉ ์ธํ๋ฒ ์ดํ„ฐ์— ๋“ค์–ด๊ฐ€ ๋ณธ
๋”ฑ ํ•œ ๋ช…์˜ ์œ ์•„๋Š” 'ํƒ€์ž„์ง€'์˜ ์‚ฌ์ง„ ์ดฌ์˜์„ ํ•˜๋Š๋ผ ๋“ค์–ด๊ฐ„ ์ด ์•„์ด๋ฟ์ด์—ˆ์ฃ .
02:50
was this kid during a Time magazine photo shoot.
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์ธ์ •๋ฐ›๋Š”๋‹ค๋Š” ๊ฒƒ์€ ํ™˜์ƒ์ ์ธ ๊ฒ๋‹ˆ๋‹ค.
02:54
So recognition is fantastic.
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02:56
We want design to get out for people to see it.
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์šฐ๋ฆฌ๋Š” ์‚ฌ๋žŒ๋“ค์ด ์™€์„œ ๋ด์ฃผ๋Š” ๋””์ž์ธ์„ ํ•˜๊ณ  ์‹ถ์—ˆ์Šต๋‹ˆ๋‹ค.
02:59
It won lots of awards.
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๊ทธ๊ฑธ๋กœ ์—ฌ๋Ÿฌ ๊ฐœ์˜ ์ƒ์„ ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
ํ•˜์ง€๋งŒ ๊ทธ๊ฑด ๋ชจ๋‘ ๋ฐ”๋ณด๊ฐ™์€ ์ƒ์ด๋ผ๋Š” ๋Š๋‚Œ์ด ๋“ค์—ˆ์–ด์š”.
03:01
But it felt like a booby prize.
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์šฐ๋ฆฌ๋Š” ์„ธ์ƒ์„ ๋” ๋‚˜์€ ๊ณณ์œผ๋กœ ๋งŒ๋“œ๋Š” ์•„๋ฆ„๋‹ค์šด ๋ฌผ๊ฑด์„ ๋งŒ๋“ค๊ณ  ์‹ถ์—ˆ์–ด์š”.
03:04
We wanted to make beautiful things
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03:05
that are going to make the world a better place,
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03:09
and I don't think this kid was even in it long enough to get warm.
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์ €๋Š” ์ € ์•„์ด ์ฒด์˜จ์ด ์ถฉ๋ถ„ํžˆ ์œ ์ง€๋  ์ˆ˜ ์žˆ์„ ์ •๋„ ์‹œ๊ฐ„๋„ ๋“ค์–ด๊ฐ€ ์žˆ์—ˆ๋‹ค๊ณ  ์ƒ๊ฐํ•˜์ง€ ์•Š์•„์š”.
03:12
So it turns out that design for inspiration doesn't really ...
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ ์˜๊ฐ์„ ์œ„ํ•œ ๋””์ž์ธ์€
์‚ฌ์‹ค --
์•„๋งˆ ์ œ๊ฐ€ ๋ง์”€๋“œ๋ฆฌ๋Š” ๊ฒƒ์€, ์šฐ๋ฆฌ๋ฅผ ์œ„ํ•ด์„œ, ์ œ๊ฐ€ ํ•˜๊ณ  ์‹ถ์€ ์ผ์„ ์œ„ํ•œ ๊ฒƒ์ด์—ˆ๋‹ค๋Š”๊ฑฐ์ฃ .
03:18
I guess what I would say is, for us, for what I want to do,
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๋„ˆ๋ฌด ๋Šฆ์—ˆ๊ฑฐ๋‚˜ ๊ทธ์ € ์ œ๋Œ€๋กœ ๊ธฐ๋Šฅํ•˜์ง€ ๋ชปํ•œ๊ฒ๋‹ˆ๋‹ค. ์ „ํ˜€ ํšจ๊ณผ๋ฅผ ๋ฐœํœ˜ํ•˜์ง€ ๋ชปํ•œ๊ฑฐ์ฃ .
03:22
it's either too slow or it just doesn't work, it's ineffective.
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03:25
So, really, I want to design for outcomes.
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์ •๋ง๋กœ ์ €๋Š” ๊ฒฐ๊ณผ๋ฅผ ์œ„ํ•œ ๋””์ž์ธ์„ ํ•˜๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
03:28
I don't want to make beautiful stuff; I want to make the world a better place.
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์ €๋Š” ๊ทธ์ € ๋ณด๊ธฐ ์ข‹์€ ๊ฑธ ๋งŒ๋“ค๊ณ  ์‹ถ์€ ์ƒ๊ฐ์€ ์—†์Šต๋‹ˆ๋‹ค.
์ €๋Š” ์„ธ์ƒ์„ ๋ณด๋‹ค ์ข‹์€ ๊ณณ์œผ๋กœ ๋งŒ๋“ค๊ณ  ์‹ถ์–ด์š”.
๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๊ฐ€ ์‹ ๊ฐœ๋…์˜ ์–‘์œก์šฉ ์ธํ๋ฒ ์ดํ„ฐ๋ฅผ ๋งŒ๋“ค ๋•Œ๋Š”,
03:32
So when we were designing NeoNurture,
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์ด๊ฑธ ์‚ฌ์šฉํ•  ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ƒ๋‹นํžˆ ๋งŽ์€ ์ฃผ์˜๋ฅผ ๊ธฐ์šธ์˜€์Šต๋‹ˆ๋‹ค.
03:34
we paid a lot of attention to the people who are going to use this thing,
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์˜ˆ๋ฅผ๋“ค๋ฉด, ๊ฐ€๋‚œํ•œ ๊ฐ€์กฑ, ์‹œ๊ณจ์˜์‚ฌ,
03:37
for example, poor families, rural doctors,
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์—…๋ฌด๊ฐ€ ๋งŽ์€ ๊ฐ„ํ˜ธ์‚ฌ, ์‹ฌ์ง€์–ด ์ˆ˜๋ฆฌ ๊ธฐ์ˆ ์ž๊นŒ์ง€ ์‹ ๊ฒฝ์„ ์ผ์ฃ .
03:40
overloaded nurses, even repair technicians.
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์šฐ๋ฆฌ๋Š” ๋ชจ๋“  ๊ธฐ๋ณธ์ ์ธ ์‚ฌํ•ญ๋“ค์„ ํ™•์ธํ–ˆ๊ณ , ๋ชจ๋“  ๊ฒƒ์ด ์ œ๋Œ€๋กœ ๋๋‹ค๊ณ  ์ƒ๊ฐํ–ˆ์Šต๋‹ˆ๋‹ค.
03:43
We thought we had all our bases covered, we'd done everything right.
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์Œ.. ์–ด๋–ค ์ œํ’ˆ์ด ์„ฑ๊ณต์ž‘์ด ๋˜๋ ค๋ฉด
03:46
Well, it turns out there's this whole constellation of people
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๊ฑฐ๊ธฐ ๊ด€๋ จ๋œ ์ˆ˜๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ์žˆ์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
03:49
who have to be involved in a product for it to be successful:
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์ œ์ž‘, ์žฌ์ •, ๊ณต๊ธ‰, ๊ทœ์น™ ๋“ฑ๋“ฑ ์„ ๊ด€์žฅํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์ด์š”.
03:52
manufacturing, financing, distribution, regulation.
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PATH์˜ ๋งˆ์ดํด ํ”„๋ฆฌ๋Š” ์ด๋Ÿฐ ์ œํ’ˆ์„ ๋งŒ๋“ค๊ธฐ ์œ„ํ•ด์„œ๋Š” ๋ˆ„๊ฐ€ "์„ ํƒํ•˜๊ณ , ์‚ฌ์šฉํ•˜๊ณ  ๋น„์šฉ์„ ๋‚ด๋Š”์ง€"
03:55
Michael Free at PATH says you have to figure out
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03:57
who will "choose, use and pay the dues"
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03:59
for a product like this.
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์•Œ์•„๋‚ด์•ผ๋งŒ ํ•œ๋‹ค๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค.
04:01
And I have to ask the question that VCs always ask:
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์ €๋Š” ์ด๋ ‡๊ฒŒ ๋ฌป๊ณ  ์‹ถ์–ด์š”. --
04:03
"Sir, what is your business, and who is your customer?"
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VC๋Š” ํ•ญ์ƒ ์ด๋ ‡๊ฒŒ ๋ฌป์ฃ . " ์–ด๋–ค์ผ์„ ํ•˜์„ธ์š”? ๊ทธ๋ฆฌ๊ณ  ๋‹น์‹ ์˜ ๊ณ ๊ฐ์€ ๋ˆ„๊ตฌ์ž…๋‹ˆ๊นŒ?" ๋ผ๊ณ ์š”.
04:06
Who is our customer?
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๋ˆ„๊ฐ€ ์šฐ๋ฆฌ์˜ ๊ณ ๊ฐ์ผ๊นŒ์š”? ์—ฌ๊ธฐ ์˜ˆ๊ฐ€ ์žˆ์–ด์š”.
04:08
Well, here's an example.
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04:09
This is a Bangladeshi hospital director outside his facility.
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์ด ๋ถ„์€ ๋ณ‘์› ์•ž์— ์„  ๋ฐฉ๊ธ€๋ผ๋ฐ์‹œ์˜ ๋ณ‘์›์žฅ์ด์—์š”.
04:12
It turns out he doesn't buy any of his equipment.
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์‚ฌ์‹ค ์ด ๋ถ„์ด ๋ณ‘์›์˜ ์žฅ๋น„๋ฅผ ๊ตฌ์ž…ํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
04:15
Those decisions are made by the Ministry of Health
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๊ทธ๋Ÿฐ ๊ฒฐ์ •์€ ๋ณด๊ฑด์žฅ๊ด€์ด๋‚˜
์™ธ๊ตญ์˜ ๊ธฐ์ฆ์ž๋“ค์ด ํ•˜์ฃ .
04:18
or by foreign donors,
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04:19
and it just kind of shows up.
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์ด๊ฑด ๊ทธ์ € ์–ผ๊ตด์„ ๋‚ด๋ฏธ๋Š” ๊ฒƒ ๋ฟ์ด์—์š”.
04:21
Similarly, here's a multinational medical-device manufacturer.
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์ด๋Ÿฐ ๊ฒƒ์ฒ˜๋Ÿผ, ๋‹ค๊ตญ์  ์˜๋ฃŒ ๊ธฐ๊ตฌ ์ƒ์‚ฐ์ž๊ฐ€ ์žˆ์–ด์š”.
์ด ์‚ฌ๋žŒ๋“ค๋„ ๊ฒฐ๊ตญ ๊ณ ๊ธฐ๊ฐ€ ์žˆ๋Š” ๊ณณ์—์„œ ๊ณ ๊ธฐ๋ฅผ ์žก์•„์•ผ ํ•ฉ๋‹ˆ๋‹ค.
04:25
It turns out they've got to fish where the fish are.
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ, ์‹ ํฅ์‹œ์žฅ์—์„œ, ๊ณ ๊ธฐ๊ฐ€ ๋†€๊ณ  ์žˆ๋Š” ๊ณณ์ด๋ž€ ๋ฐ”๋กœ
04:28
So it turns out that in emerging markets -- where the fish are --
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์ด๋Ÿฐ ๋‚˜๋ผ์˜ ๋– ์˜ค๋ฅด๋Š” ์‹ ํฅ ์ค‘์‚ฐ์ธต์ด์—์š”.--
04:31
are the emerging middle class of these countries --
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04:34
diseases of affluence: heart disease, infertility.
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์ฃผ์š” ์งˆ๋ณ‘์€: ์‹ฌ์žฅ๋ณ‘์ด๋‚˜ ๋ถˆ์ž„๊ฐ™์€ ๊ฒƒ๋“ค์ด์ฃ .
๊ทธ๋Ÿฌ๋‹ˆ๊นŒ ๊ฒฐ๊ตญ, ์–ด๋–ค ๋ฉด์—์„œ ๋””์ž์ธ์€ ์‹ค์ œ๋กœ
04:38
So it turns out that design for outcomes in one aspect
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04:42
really means thinking about design for manufacture and distribution.
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์ƒ์‚ฐ์ž์™€ ๊ณต๊ธ‰์ž๋ฅผ ์œ„ํ•œ ๋””์ž์ธ์— ๋Œ€ํ•ด ์ƒ๊ฐํ•œ๋‹ค๋Š” ์˜๋ฏธ์—์š”.
์ข‹์Šต๋‹ˆ๋‹ค. ๊ทธ๊ฑด ์ค‘์š”ํ•œ ๊ตํ›ˆ์ด์—ˆ์–ด์š”.
04:46
OK, that was an important lesson.
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๋‘˜์งธ๋กœ, ์šฐ๋ฆฌ๋Š” ๊ทธ ๊ตํ›ˆ์„ ๋ฐ›์•„๋“ค์ด๊ณ  ๊ทธ๊ฒƒ์„ ๋‹ค์Œ ํ”„๋กœ์ ํŠธ์— ๋ฐ˜์˜ํ•˜๋ ค๊ณ  ๋…ธ๋ ฅํ–ˆ์Šต๋‹ˆ๋‹ค.
04:48
Second, we took that lesson and tried to push it into our next project.
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04:52
So we started by finding a manufacturer,
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์šฐ๋ฆฌ๋Š” ์ƒ์‚ฐ์ž๋ฅผ ์ฐพ๋Š” ๊ฑธ๋กœ ์‹œ์ž‘ํ–ˆ์ฃ .
04:54
an organization called MTTS in Vietnam,
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๋ฒ ํŠธ๋‚จ์— ์žˆ๋Š” MTTS ๋ผ๋Š” ๋‹จ์ฒด๋ฅผ ์ฐพ์•„๋ƒˆ์–ด์š”.
๋™๋‚จ์•„์‹œ์•„ ์ง€์—ญ์˜ ์‹ ์ƒ์•„์šฉ ์˜๋ฃŒ ๊ธฐ์ˆ  ์ œํ’ˆ์„ ์ƒ์‚ฐํ•˜๋Š” ๊ณณ์ด์ฃ .
04:57
that manufactures newborn-care technologies for Southeast Asia.
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05:00
Our other partner is East Meets West,
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์šฐ๋ฆฌ๊ฐ€ ํ˜‘๋ ฅํ–ˆ๋˜ ๋˜ ํ•˜๋‚˜์˜ ๋‹จ์ฒด๋Š” '๋™์„œ๋‹จํ•ฉ'์ด๋ž€ ๋‹จ์ฒด์ž…๋‹ˆ๋‹ค.
05:02
an American foundation that distributes that technology
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์ด ๋‹จ์ฒด๋Š” ์ด ์ง€์—ญ์˜ ๊ฐ€๋‚œํ•œ ๋ณ‘์›์— ๊ทธ
05:05
to poor hospitals around that region.
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๋Ÿฐ ๊ธฐ์ˆ  ์ œํ’ˆ์„ ๊ณต๊ธ‰ํ•˜๋Š” ๋‹จ์ฒด์—์š”.
05:07
So we started with them, saying, "Well, what do you want?
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๊ทธ๋“ค๊ณผ ํ•จ๊ป˜ ์ผํ•˜๋ฉฐ ๊ทธ๋“ค์—๊ฒŒ ์ด๋ ‡๊ฒŒ ์งˆ๋ฌธํ–ˆ์Šต๋‹ˆ๋‹ค. "๋ฌด์—‡์„ ์›ํ•˜์‹œ๋‚˜์š”?
05:10
What's a problem you want to solve?"
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ํ•ด๊ฒฐํ•ด์•ผ ํ•  ๋ฌธ์ œ๊ฐ€ ๋ญ์ฃ ?"๋ผ๊ณ ์š”.
05:12
And they said, "Let's work on newborn jaundice."
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๊ทธ๋“ค์€ "์‹ ์ƒ์•„ ํ™ฉ๋‹ฌ์— ๋งค๋‹ฌ๋ ค ๋ด…์‹œ๋‹ค."๋ผ๊ณ  ํ–‡์ฃ .
05:14
So this is another one of these mind-boggling global problems.
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์ด๊ฑด ๋˜ ํ•˜๋‚˜์˜ ์ „์„ธ๊ณ„์  ๋‚œ์ œ์—์š”.
ํ™ฉ๋‹ฌ์€ ์ „์„ธ๊ณ„ ์‹ ์ƒ์•„์˜ 2/3 ์—๊ฒŒ ์˜ํ–ฅ์„ ๋ฏธ์นฉ๋‹ˆ๋‹ค.
05:19
Jaundice affects two-thirds of newborns around the world.
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05:22
Of those newborns, one in 10 roughly,
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๊ทธ ์‹ ์ƒ์•„๋“ค ๊ฐ€์šด๋ฐ, ๋Œ€๋žต ์—ด๋ช… ์ค‘ ํ•œ ๋ช…์€,
05:27
if it's not treated, the jaundice gets so severe
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์น˜๋ฃŒ๋ฅผ ๋ฐ›์ง€ ๋ชปํ•˜๋ฉด ํ™ฉ๋‹ฌ์ด ๋„ˆ๋ฌด ์‹ฌํ•ด์ ธ์„œ
05:29
that it leads to either a life-long disability,
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ํ‰์ƒ ์žฅ์• ๋ฅผ ๊ฐ€์ง€๊ฒŒ ๋˜๊ฑฐ๋‚˜
05:32
or the kids could even die.
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์‹ฌ์ง€์–ด ์‚ฌ๋ง์— ์ด๋ฅด๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
ํ™ฉ๋‹ฌ์„ ์น˜๋ฃŒํ•˜๋Š” ๋ฐฉ๋ฒ•์€ ๋‹จ ํ•œ๊ฐ€์ง€์—์š”.
05:35
There's one way to treat jaundice,
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์†Œ์œ„ ๋งํ•˜๋Š” ํˆฌ์„์ด๋ผ๋Š” ๊ฑด๋ฐ์š”.
05:37
and that's what's called an exchange transfusion.
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05:39
So as you can imagine, that's expensive and a little bit dangerous.
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๋ฐ”๋กœ ์˜ˆ์ƒํ•˜์‹œ๋“ฏ์ด, ๊ทธ๊ฑด ๋น„์šฉ์ด ๋งŽ์ด ๋“ค๊ณ  ์•ฝ๊ฐ„ ์œ„ํ—˜ํ•˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
๋‹ค๋ฅธ ์น˜๋ฃŒ๋ฒ•์ด ์žˆ์–ด์š”.
05:43
There is another cure.
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05:45
It's very technological, it's very complex, a little daunting.
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์ด๊ฑด ์•„์ฃผ ๊ธฐ์ˆ ์ด ์š”๊ตฌ๋˜๋Š” ๊ฑฐ์—์š”. ๋งค์šฐ ๋ณต์žกํ•˜๊ธฐ๋„ ํ•˜๊ณ  ์กฐ๊ธˆ์€ ์–ด๋ ต๊ธฐ๋„ ํ•ด์š”.
์‹ ์ƒ์•„์—๊ฒŒ ํ‘ธ๋ฅธ ๊ด‘์„ ์„ ์ชผ์—ฌ์ค˜์•ผ ํ•ฉ๋‹ˆ๋‹ค. --
05:51
You've got to shine blue light on the kid.
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05:53
(Laughter)
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๊ฐ€๋Šฅํ•œ ํ•œ ๋„“์€ ๋ฒ”์œ„์˜ ํ”ผ๋ถ€์— ํ‘ธ๋ฅธ์ƒ‰ ๊ด‘์„ ์„ ์ชผ์—ฌ์ฃผ๋Š”๊ฑฐ์ฃ .
05:54
Bright blue light on as much of the skin as you can cover.
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์ด๊ฒŒ ์™œ ์–ด๋ ค์šด ๋ฌธ์ œ๋ƒ๊ตฌ์š”?
05:58
How is this a hard problem?
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05:59
I went to MIT. OK, we'll figure that out.
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๊ทธ๋ž˜์„œ ์ €๋Š” MIT๋กœ ๊ฐ”์Šต๋‹ˆ๋‹ค.
์ข‹์•„์š”. ์šฐ๋ฆฌ๊ฐ€ ํ•ด๊ฒฐํ•ด๋ณด์ฃ . (์›ƒ์Œ)
06:05
(Laughter)
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์˜ˆ๋ฅผ ๋ณด์—ฌ๋“œ๋ฆฌ์ฃ . ์ด๊ฑด ๋จธ๋ฆฌ์ชฝ์—์„œ ์ชผ์ด๋Š” ๊ด‘์„  ์น˜๋ฃŒ ๊ธฐ๊ตฌ์—์š”.
06:07
So here's an example.
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06:08
This is an overhead phototherapy device that's designed for American hospitals,
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์ด๊ฑด ๋ฏธ๊ตญ ๋ณ‘์›์—์„œ ์‚ฌ์šฉํ•˜๋„๋ก ๋””์ž์ธ๋œ ๊ฒ๋‹ˆ๋‹ค.
06:12
and here's how it's supposed to be used.
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์ด๋ ‡๊ฒŒ ์‚ฌ์šฉํ•˜๋„๋ก ๋˜์–ด ์žˆ๋Š”๋ฐ์š”.
06:14
It's over the baby, illuminating a single patient.
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๋จธ๋ฆฌ์ชฝ์—์„œ ํ•œ ๋ช…์˜ ์œ ์•„์—๊ฒŒ ๋น›์„ ์ชผ์ด๊ฒŒ ๋˜์–ด ์žˆ์–ด์š”.
์ด๊ฑธ ๋ฏธ๊ตญ ๋ณ‘์›์ด ์•„๋‹ˆ๋ผ
06:19
Take it out of an American hospital,
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์•„์‹œ์•„์˜ ๋ณ‘์› ๊ฐ™์ด, ์žฅ๋น„๋กœ ๋ณต์žกํ•˜๊ฒŒ ๋“ค์–ด์ฐฌ ๋ณ‘์›์— ๋ณด๋‚ด๋ฉด
06:21
send it overseas to a crowded facility in Asia,
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์‹ค์ œ๋กœ๋Š” ์ด๋ ‡๊ฒŒ ์‚ฌ์šฉํ•ฉ๋‹ˆ๋‹ค.
06:23
here's how it's actually used.
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06:24
The effectiveness of phototherapy is a function of light intensity.
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๊ด‘์„  ์น˜๋ฃŒ์˜ ํšจ๊ณผ๋Š” ๋น›์˜ ๊ฐ•๋„์— ์˜ํ•ด ๊ฒฐ์ •๋ฉ๋‹ˆ๋‹ค.
์—ฌ๊ธฐ ์ง™์€ ํ‘ธ๋ฅธ ์‚ฌ๊ฐ ๋ถ€๋ถ„์ด ๊ด‘์„  ์น˜๋ฃŒ ํšจ๊ณผ๊ฐ€ ์žˆ๋Š” ๋ถ€๋ถ„์„ ๋‚˜ํƒ€๋ƒ…๋‹ˆ๋‹ค.
06:28
These dark blue squares show you where it's effective phototherapy.
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์‹ค์ œ ์‚ฌ์šฉํ•  ๋•Œ๋Š” ์ด๋ ‡๊ฒŒ ๋ณด์ž…๋‹ˆ๋‹ค.
06:31
Here's what it looks like under actual use.
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06:33
So those kids on the edges aren't actually receiving effective phototherapy.
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ, ๊ฐ€์žฅ์ž๋ฆฌ์ชฝ์— ์žˆ๋Š” ์•„์ด๋“ค์€
์‹ค์ œ๋กœ ๊ด‘์„  ์น˜๋ฃŒ๋ฅผ ๋ฐ›์ง€ ๋ชปํ•˜๊ณ  ์žˆ๋Š” ๊ฒƒ์ด์ฃ .
06:37
But without training, without some kind of light meter,
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ํ•˜์ง€๋งŒ, ์ œ๋Œ€๋กœ ๊ต์œก ๋ฐ›์ง€ ๋ชปํ•˜๊ฑฐ๋‚˜, ๊ด‘์„ ์˜ ๊ฐ•๋„๊ฐ€ ์ ์ ˆํžˆ ์ธก์ • ๋˜์ง€ ์•Š์œผ๋ฉด
06:40
how would you know?
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์–ด๋–ป๊ฒŒ ์•Œ๊ฒ ์Šต๋‹ˆ๊นŒ?
06:42
We see other examples of problems like this.
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์šฐ๋ฆฌ๋Š” ์ด๋Ÿฐ ๋น„์Šทํ•œ ๋ฌธ์ œ์ ์˜ ์˜ˆ๋“ค์„ ๋ด…๋‹ˆ๋‹ค.
์—ฌ๊ธฐ๋Š” ์‹ ์ƒ์•„ ์ค‘ํ™˜์ž์‹ค์ธ๋ฐ
06:44
Here's a neonatal intensive care unit,
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์‚ฐ๋ชจ๊ฐ€ ์•„์ด๋“ค์„ ๋ฐฉ๋ฌธํ•˜๋Ÿฌ ์˜ต๋‹ˆ๋‹ค.
06:46
where moms come in to visit their babies.
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06:48
And keep in mind that Mom maybe just had a C-section,
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๊ธฐ์–ตํ•˜์„ธ์š”. ์‚ฐ๋ชจ๋“ค์€ ์ด์ œ ๋ง‰ ์ œ์™•์ ˆ๊ฐœ ์ˆ˜์ˆ ์„ ๋ฐ›์€ ์‚ฌ๋žŒ๋„ ์žˆ์–ด์š”.
๊ทธ๋Ÿฌ๋‹ˆ ๋ฒŒ์จ ๋ญ”๊ฐ€ ๋ฌธ์ œ๊ฐ€ ์žˆ๊ฒ ์ฃ .
06:51
so that's already kind of a bummer.
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06:52
Mom's visiting her kid.
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์‚ฐ๋ชจ๊ฐ€ ์•„๊ธฐ๋ฅผ ๋ณด๋Ÿฌ ์˜ต๋‹ˆ๋‹ค.
์‚ฐ๋ชจ๋Š” ๋ฐœ๊ฐ€๋ฒ—์€ ์•„๊ธฐ๊ฐ€ ํ‘ธ๋ฅธ ๋น›์„ ๋ฐ›์œผ๋ฉฐ ๋ˆ„์›Œ์žˆ๋Š”๊ฑธ ๋ณด๋ฉด
06:54
She sees her baby naked, lying under some blue lights,
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06:57
looking kind of vulnerable.
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๊ต‰์žฅํžˆ ๋งˆ์Œ ์•„ํŒŒํ•ฉ๋‹ˆ๋‹ค.
06:59
It's not uncommon for Mom to put a blanket over the baby.
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์‚ฐ๋ชจ๊ฐ€ ์•„์ด์—์„ธ ๋‹ด์š”๋ฅผ ๋ฎ์–ด์ฃผ๋Š” ๊ฒฝ์šฐ๊ฐ€ ๋น„์ผ๋น„์žฌํ•ฉ๋‹ˆ๋‹ค.
๊ด‘์„  ์น˜๋ฃŒ์˜ ๊ด€์ ์—์„œ ๋ณด๋ฉด ์ข‹์€ ์ผ์€ ์•„๋‹ˆ์ฃ .
07:03
From a phototherapy standpoint, maybe not the best behavior.
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์‚ฌ์‹ค ๊ทธ๊ฑด ์ข€ ์–ด๋ฆฌ์„์–ด ๋ณด์ด์ฃ ?
07:07
In fact, that sounds kind of dumb.
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07:09
Except, what we've learned is that there's no such thing as a dumb user --
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ํ•˜์ง€๋งŒ, ์šฐ๋ฆฌ๊ฐ€ ์–ป์€ ๊ตํ›ˆ์€
์–ด๋ฆฌ์„์€ ์‚ฌ์šฉ์ž๋Š” ์—†๋‹ค๋Š” ๊ฒ๋‹ˆ๋‹ค. -- ์ด๊ฑด ์ •๋ง ์ €ํฌ๊ฐ€ ์•‹์€ ๊ตํ›ˆ์ด์—์š”.
07:14
there are only dumb products.
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๋ฉ์ฒญํ•œ ์ œํ’ˆ๋งŒ ์žˆ์„ ๋ฟ์ด์ฃ .
07:16
We have to think like existentialists:
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์šฐ๋ฆฌ๋Š” ์‹ค์กด์ฃผ์˜์ž์ฒ˜๋Ÿผ ์ƒ๊ฐํ•ด์•ผ๋งŒ ํ•ฉ๋‹ˆ๋‹ค.
07:18
it's not the painting we would have painted,
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์šฐ๋ฆฌ๊ฐ€ ๊ทธ๋ฆด์ˆ˜ ์žˆ์—ˆ์„์ง€ ๋ชจ๋ฅด๋Š” ๊ทธ๋ฆผ์ด ์•„๋‹ˆ๋ผ
์šฐ๋ฆฌ๊ฐ€ ์‹ค์ œ๋กœ ๊ทธ๋ฆฌ๋Š” ๊ทธ๋ฆผ์ด์–ด์—ฌ ํ•ฉ๋‹ˆ๋‹ค.
07:20
it's the painting that we actually painted.
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์‚ฌ์šฉ ๋‹จ๊ณ„์ฃ . -- ์‹ค์ œ ์‚ฌ์šฉํ•˜๊ธฐ ์ข‹๋„๋ก ๋””์ž์ธ๋˜์–ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
07:22
It's the use -- designed for actual use.
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07:25
How are people actually going to use this?
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์‚ฌ๋žŒ๋“ค์ด ์ด๊ฑธ ์‹ค์ œ๋กœ ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉํ• ๊นŒ?
๋น„์Šทํ•˜๊ฒŒ, ์šฐ๋ฆฌ๊ฐ€ MTTS์˜ ํ˜‘๋ ฅ์ž๋ฅผ ์ƒ๊ฐํ•ด๋ณด๋ฉด,
07:27
So, similarly, when we think about our partner MTTS,
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07:30
they've made some amazing technologies for treating newborn illnesses.
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๊ทธ๋“ค์€ ์‹ ์ƒ์•„๋ฅผ ์น˜๋ฃŒํ•˜๋Š” ๋†€๋ผ์šด ๊ธฐ์ˆ  ์ œํ’ˆ์„ ๋งŒ๋“ค์—ˆ์–ด์š”.
07:34
So here's an overhead warmer and a CPAP.
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์ด๊ฑด ๋จธ๋ฆฌ์ชฝ์—์„œ ์‚ฌ์šฉํ•˜๋Š” ๋ณด์˜จ๊ธฐ๊ณ  CPAP ์ž…๋‹ˆ๋‹ค. *CPAP: ์ผ์ข…์˜ ์ธ๊ณตํ˜ธํก๊ธฐ
07:36
They're inexpensive, really rugged.
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์ด๋Ÿฐ๊ฑด ๋น„์‹ธ์ง€ ์•Š์•„์š”.๊ฝค ํŠผํŠผํ•˜๊ธฐ๋„ ํ•˜๊ณ ์š”.
07:39
They've treated 50,000 kids in Vietnam with this technology.
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๊ทธ๋“ค์€ ์ด ๊ธฐ์ˆ  ์ œํ’ˆ์œผ๋กœ ๋ฒ ํŠธ๋‚จ์—์„œ 5๋งŒ ๋ช…์„ ์น˜๋ฃŒํ–ˆ์–ด์š”.
07:42
But here's the problem:
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๊ทธ๋Ÿฐ๋ฐ ์—ฌ๊ธฐ ๋ฌธ์ œ๊ฐ€ ์žˆ์–ด์š”:
07:43
Every doctor in the world, every hospital administrator,
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์„ธ๊ณ„์˜ ๋ชจ๋“  ์˜์‚ฌ, ๋ชจ๋“  ๋ณ‘์› ๊ด€๊ณ„์ž๋“ค์€
TV์—์„œ ๋ดค์ฃ . -- ๊ทธ "์‘๊ธ‰์‹ค"์˜ ์žฌ๋ฐฉ์†ก์„ ์ €์ฃผํ•ฉ๋‹ˆ๋‹ค.
07:46
has seen TV -- curse those "ER" reruns!
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์‚ฌ๋žŒ๋“ค์€ ์˜๋ฃŒ ๊ธฐ๊ธฐ๊ฐ€ ์–ด๋–ป๊ฒŒ ์ƒ๊ฒผ์œผ๋ฆฌ๋ผ๋Š” ๊ฑธ ์ „๋ถ€ ์•ˆ๋‹ค๋Š”๊ฑฐ์ฃ .
07:51
Turns out they all know what a medical device is supposed to look like.
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07:55
They want Buck Rogers, they don't want effective.
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์‚ฌ๋žŒ๋“ค์€ ๋ฒ… ๋กœ์ €์Šค๋ฅผ ์›ํ•˜์ง€, ํšจ๊ณผ์ ์ธ๊ฑธ ์›ํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
์ •์‹  ๋‚˜๊ฐ„ ์†Œ๋ฆฌ๊ฐ™์ฃ . ์ •๋ง ์–ด๋ฆฌ์„์€ ๋“ฏ ํ•˜์ง€๋งŒ
07:59
It sounds crazy, it sounds dumb,
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08:01
but there are actually hospitals who would rather have no equipment
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์‹ค์ œ๋กœ ์–ด๋–ค ๋ณ‘์›์€ ๋ณผํ’ˆ์—†๋Š” ์‹ธ๊ตฌ๋ ค ๊ฐ™์•„ ๋ณด์ด๋Š” ์žฅ๋น„๋ฅผ ๊ฐ–์ถ”๋Š๋‹ˆ
์•„์˜ˆ ์žฅ๋น„๊ฐ€ ์—†๋Š”๊ฑธ ์„ ํ˜ธํ•˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
08:04
than something that looks cheap and crummy.
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๋‹ค์‹œ ๋ง์”€๋“œ๋ฆฌ์ง€๋งŒ, ์‚ฌ๋žŒ๋“ค์ด ์žฅ๋น„์˜ ํšจ๋Šฅ์„ ๋ฏฟ๊ฒŒ ํ•˜๋ ค๋ฉด
08:06
So again, if we want people to trust a device,
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08:09
it has to look trustworthy.
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๊ทธ๋Ÿด์‹ธ ํ•ด๋ณด์—ฌ์•ผ ํ•ฉ๋‹ˆ๋‹ค.
08:11
So thinking about outcomes,
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๊ทธ๋Ÿฌ๋‹ˆ ๊ฒฐ๊ณผ๋ฅผ ํ•œ๋ฒˆ ์ƒ๊ฐํ•ด๋ณด์„ธ์š”.
08:12
it turns out appearances matter.
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๊ฒฐ๊ตญ ์™ธ์–‘์˜ ๋ฌธ์ œ๊ฐ€ ๋ฉ๋‹ˆ๋‹ค.
08:15
We took all that information together.
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๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š” ๋ชจ๋“  ์ •๋ณด๋ฅผ ๋ชจ์•˜์ฃ .
08:17
We tried, this time, to get it right.
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์ด๋ฒˆ์—๋Š” ์ œ๋Œ€๋กœ ๋งŒ๋“ค๋ ค๊ณ  ์• ์ผ์Šต๋‹ˆ๋‹ค.
08:19
And here's what we developed.
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์ด๊ฒƒ์ด ์šฐ๋ฆฌ๊ฐ€ ๊ฐœ๋ฐœํ•œ ์ œํ’ˆ์ž…๋‹ˆ๋‹ค.
08:21
This is the Firefly phototherapy device,
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์ด๊ฒŒ ๊ด‘์„  ์น˜๋ฃŒ ๊ธฐ๊ธฐ์ธ๋ฐ์š”
08:23
except this time, we didn't stop at the concept car.
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์ด๋ฒˆ์—๋Š” ์ปจ์…‰ํŠธ์นด ์ˆ˜์ค€์— ๋จธ๋ฌผ์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค.
08:26
From the very beginning, we started by talking to manufacturers.
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๊ฐœ๋ฐœ ์ดˆ๊ธฐ๋ถ€ํ„ฐ ์šฐ๋ฆฌ๋Š” ์ œ์ž‘์ž์™€ ์ด์•ผ๊ธฐ๋ฅผ ๋‚˜๋ˆด์–ด์š”.
์šฐ๋ฆฌ์˜ ๋ชฉํ‘œ๋Š” ์šฐ๋ฆฌ์˜ ํ˜‘๋ ฅ์ž์ธ MTTS ๊ฐ€ ์‹ค์ œ๋กœ ์ œ์ž‘ํ•  ์ˆ˜ ์žˆ๋Š”
08:30
Our goal is to make a state-of-the-art product
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์ตœ๊ณ ์˜ ์ œํ’ˆ์„ ๋””์ž์ธํ•˜๋Š” ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
08:33
that our partner MTTS can actually manufacture.
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ, ์ œ์ž‘์ž๋“ค์ด ์–ด๋–ป๊ฒŒ ์ผํ•˜๋Š”์ง€, ๋˜ ์ด์šฉํ•  ์ˆ˜ ์žˆ๋Š” ๊ธฐ๋ฐ˜์€ ๋ฌด์—‡์ธ์ง€ ์—ฐ๊ตฌํ•ด์„œ
08:36
Our goal is to study how they work, the resources they have access to,
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๊ทธ๋“ค์ด ์ด๋Ÿฐ ์ œํ’ˆ์„ ๋งŒ๋“ค์ˆ˜ ์žˆ๋„๋ก ํ•˜๋Š” ๊ฒƒ์ด์—ˆ์ฃ .
08:40
so that they can make this product.
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08:42
So that's the design for manufacture question.
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์ด๊ฑด ์ œ์ž‘์ž๋“ค์˜ ์ž…์žฅ์—์„œ ๋ณธ ๋””์ž์ธ ๋ฌธ์ œ์˜€์Šต๋‹ˆ๋‹ค.
08:45
When we think about actual use,
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์‚ฌ์šฉ์ž์˜ ์ž…์žฅ์—์„œ ์ƒ๊ฐํ•ด๋ณด๋ฉด,
์šฐ๋ฆฌ๊ฐ€ ๋งŒ๋“ค ๊ธฐ๊ธฐ๋Š” ํ•œ ๊ฐœ์˜ ์ž๋ฆฌ๋งŒ ํ™•๋ณด๋˜์–ด
08:47
you'll notice that Firefly has a single bassinet.
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08:49
It only fits a single baby,
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์œ ์•„ ํ•œ๋ช…๋งŒ ๋“ค์–ด๊ฐˆ ์ˆ˜ ์žˆ์—ˆ์–ด์š”.
08:51
and the idea here is it's obvious how you ought to use this device.
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์•„์ด๋””์–ด๋Š” ๋ฐ”๋กœ ์ด ๊ธฐ๊ธฐ๋ฅผ ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉํ• ์ง€๊ฐ€ ๋ถ„๋ช…ํ•˜๋‹ค๋Š” ๊ฑฐ์ฃ .
08:55
If you try to put more than one kid in,
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ํ•œ ์•„์ด ์ด์ƒ์„ ์ˆ˜์šฉํ•  ์ˆ˜ ์žˆ๊ฒŒ ํ•˜๋ฉด
์•„์ด๋ฅผ ์Œ“์•„์˜ฌ๋ ค์•ผ ํ•ฉ๋‹ˆ๋‹ค.
08:57
you're stacking them on top of each other.
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(์›ƒ์Œ)
08:59
(Laughter)
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๊ทธ๋ž˜์„œ ์ž˜ ๋ชป ์‚ฌ์šฉํ•˜์ง€ ๋ชปํ•˜๋„๋ก ํ•ด์•ผ ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:01
So the idea here is you want to make it hard to use wrong.
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09:03
In other words, you want to make the right way to use it
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๋‹ค์‹œ ๋งํ•ด์„œ, ๊ฐ€์žฅ ์‰ฝ๊ฒŒ ์‚ฌ์šฉํ•˜๋ฉด
์ž์—ฐ์Šค๋ ˆ ๋ฐ˜๋“œ์‹œ ์˜ณ๊ฒŒ ์‚ฌ์šฉ๋˜๋„๋ก ๋””์ž์ธํ•˜๊ณ  ์‹ถ์—ˆ์Šต๋‹ˆ๋‹ค.
09:06
the easiest way to use it.
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09:08
Another example -- again, silly Mom.
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๋˜ ๋‹ค๋ฅธ ์˜ˆ๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค: ๋˜ ์–ด๋ฆฌ์„์€ ์‚ฐ๋ชจ๋“ค ๋ฌธ์ œ์˜€์ฃ .
09:11
Silly Mom thinks her baby looks cold, wants to put a blanket over the baby.
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์ƒ๊ฐ์—†๋Š” ์‚ฐ๋ชจ๋“ค์€ ์•„์ด๊ฐ€ ์ถ”์šธ๊ฑฐ๋ผ๋Š” ์ƒ๊ฐ์ด ๋“ค์–ด ์•„์ด์—๊ฒŒ ๋‹ด์š”๋ฅผ ๋ฎ์–ด์ฃผ๊ณ  ์‹ถ์–ดํ•ด์š”.
๊ทธ๋ž˜์„œ ์šฐ๋ฆฌ๋Š” ๊ด‘์„ ์„ ์œ„์•„๋ž˜์—์„œ ๋™์‹œ์— ๋‚˜์˜ค๋„๋ก ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:15
That's why we have lights above and below the baby in Firefly,
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ, ์‚ฐ๋ชจ๊ฐ€ ๋‹ด์š”๋กœ ์•„์ด๋ฅผ ๋ฎ์–ด์ฃผ์–ด๋„
09:18
so if Mom does put a blanket over the baby,
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์—ฌ์ „ํžˆ ์•„๋ž˜์ชฝ์—์„œ ์น˜๋ฃŒ ๊ด‘์„ ์„ ๋ฐ›์„ ์ˆ˜ ์žˆ๋„๋ก ํ•œ๊ฒ๋‹ˆ๋‹ค.
09:20
it's still receiving effective phototherapy from below.
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๋งˆ์ง€๋ง‰ ์ด์•ผ๊ธฐ๋ฅผ ํ•˜์ฃ :
09:23
Last story here:
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์ œ๊ฐ€ ์•„๋Š” ์ธ๋„ ์นœ๊ตฌ๊ฐ€ ์•Œ๋ ค์ค€๊ฑด๋ฐ,.
09:25
I've got a friend in India who told me
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์•„์‹œ์•„์—์„œ ์ „์ž ๊ธฐ๊ธฐ๋ฅผ ๊ณต๊ธ‰ํ•˜๋ ค๋ฉด
09:27
that you haven't really tested a piece of electronic technology
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๋ฐ”ํ€ด๋ฒŒ๋ ˆ๊ฐ€ ์•ˆ์— ๊ธฐ์–ด๋“ค์–ด๊ฐ€
09:30
for distribution in Asia,
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์˜ค์คŒ์ด๋ผ๋„ ์‹ธ๋Š” ๊ฒฝ์šฐ๊นŒ์ง€ ์ƒ๊ฐํ•ด๋ด์•ผ
09:32
until you've trained a cockroach to climb in and pee
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09:34
on every single little component on the inside.
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์ œ๋Œ€๋กœ ๊ฒ€์‚ฌ๋ฅผ ๋งˆ์นœ ๊ฒƒ์ด๋ผ๊ณ ์š”.
(์›ƒ์Œ)
09:37
(Laughter)
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09:38
You think it's funny.
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์šฐ์Šค์šฐ์‹œ์ฃ .
09:40
I had a laptop in the Peace Corps,
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ํ‰ํ™” ๋‹จ์›์—๊ฒŒ ๋…ธํŠธ๋ถ ์ปดํ“จํ„ฐ๊ฐ€ ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
ํ™”๋ฉด์—๋Š” ๋ชจ๋‘ 3๊ฐœ์˜ ํ”ฝ์…€์ด ์ž‘๋™ํ•˜์ง€ ์•Š์•˜์–ด์š”.
09:42
and the screen had all these dead pixels on it.
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09:44
And one day I looked in -- they were all dead ants
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์–ด๋Š๋‚  ์ œ๊ฐ€ ๋ดค๋”๋‹ˆ, ๊ทธ๊ฑด ์ „๋ถ€ ์ปดํ“จํ„ฐ์— ๊ธฐ์–ด ์˜ฌ๋ผ์™€ ์ฃฝ์€
๊ฐœ๋ฏธ์˜ ์‚ฌ์ฒด์˜€์–ด์š”. --
09:47
that had gotten into my laptop and perished.
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09:49
Those poor ants.
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๋ถˆ์Œํ•œ ๊ฐœ๋ฏธ๋“ค!
09:50
(Laughter)
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์šฐ๋ฆฌ์˜ ๊ธฐ๊ธฐ์™€ ๊ด€๋ จํ•ด์„œ
09:52
So with Firefly, what we did is -- the problem is electronics get hot,
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๋˜ ํ•˜๋‚˜์˜ ๋ฌธ์ œ๋Š” ์ „์ž ์ œํ’ˆ์—์„œ ์—ด์ด ๋‚œ๋‹ค๋Š”๊ฑฐ์˜€์ฃ .
ํ†ตํ’๊ตฌ๋‚˜ ํŒฌ์„ ๋‹ฌ์•„ ์‹ํ˜€์•ผ ํ•˜๋Š”๊ฑฐ์ฃ . --
09:56
and you have to put in vents or fans to keep them cool --
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09:58
in most products.
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๋Œ€๋ถ€๋ถ„ ์ œํ’ˆ์ด ๊ทธ๋ ‡์Šต๋‹ˆ๋‹ค.
์šฐ๋ฆฌ๋Š” ํ†ตํ’๊ตฌ์— "๋“ค์–ด๊ฐ€์ง€ ๋งˆ์‹œ์˜ค"๋ผ๊ณ  ์ ์„ ์ˆ˜ ์—†์œผ๋ฆฌ๋ผ๊ณ  ์ƒ๊ฐํ–ˆ์–ด์š”.
10:00
We decided we can't put a "Do not enter" sign next to the vent.
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10:04
We actually got rid of all that stuff.
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์‚ฌ์‹ค ์šฐ๋ฆฐ ๊ทธ๋Ÿฐ๊ฑด ๋ชจ๋‘ ์—†์• ๋ฒ„๋ฆฌ๊ณ 
10:06
So Firefly's totally sealed.
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๊ธฐ๊ธฐ๋ฅผ ์™„์ „ํžˆ ๋ง‰์•„๋ฒ„๋ ธ์Šต๋‹ˆ๋‹ค.
์ด๋Ÿฐ๊ฒŒ ์šฐ๋ฆฌ๊ฐ€ ์–ป์€ ๊ตํ›ˆ์ž…๋‹ˆ๋‹ค. --
10:08
These are the kinds of lessons --
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์ •์‹ ๋‚˜๊ฐ„ 10๋Œ€๋ณด๋‹ค๋„ ๋” ์ด์ƒํ•ด ๋ณด์ด๋Š” ๊ฒƒ์€
10:10
as awkward as it was to be a pretty goofy teenager,
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10:12
much worse to be a frustrated designer.
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์ž์‹ ๊ฐ ์žƒ์€ ๋””์ž์ด๋„ˆ์ฃ .
10:14
So I was thinking, "What I really want to do is change the world.
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์ œ๊ฐ€ ์ƒ๊ฐ์ปจ๋Œ€, ์ œ๊ฐ€ ์ •๋งํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€ ์„ธ์ƒ์„ ๋ฐ”๊พธ๋Š” ์ผ์ž…๋‹ˆ๋‹ค.
์ €๋Š” ์ œ์ž‘์ž์—๊ฒŒ๋„ ๋ฐฐ๊ธ‰์‚ฌ์—๋„ ๊ด€์‹ฌ์„ ๊ฐ€์ ธ์•ผ ํ•ฉ๋‹ˆ๋‹ค.
10:18
I have to pay attention to manufacturing and distribution.
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10:20
I have to pay attention to how people are actually going to use a device.
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์‚ฌ๋žŒ๋“ค์ด ์‹ค์ œ๋กœ ์–ด๋–ป๊ฒŒ ์‚ฌ์šฉํ•˜๋Š”์ง€์—๋„ ๊ด€์‹ฌ์„ ๊ฐ€์ ธ์•ผ ํ•˜์ฃ .
์ €๋Š” ์ ˆ๋ง๋กœ ๊ด€์‹ฌ์„ ๊ธฐ์šธ์ž…๋‹ˆ๋‹ค. ์ •๋ง๋กœ ์‹คํŒจ์— ๋Œ€ํ•œ ์–ด๋–ค ํ•‘๊ณ„๋„ ์—†๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
10:24
I actually have to pay attention. There's no excuse for failure.
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10:27
I have to think like an existentialist.
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์‹ค์กด์ฃผ์˜์ž์ฒ˜๋Ÿผ ์ƒ๊ฐํ•˜๊ณ 
10:29
I have to accept that there are no dumb users, only dumb products."
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์–ด๋–ค ์‚ฌ์šฉ์ž๋„ ๋ฐ”๋ณด์Šค๋Ÿฌ์šด๊ฒŒ ์•„๋‹ˆ๊ณ 
๋ฐ”๋ณด๊ฐ™์€ ์ œํ’ˆ๋งŒ ์žˆ์„ ์ˆ˜ ์žˆ๋‹ค๊ณ  ๋ฐ›์•„๋“ค์—ฌ์•ผ๋งŒ ํ•ฉ๋‹ˆ๋‹ค.
10:33
We have to ask ourselves hard questions.
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์šฐ๋ฆฌ๋Š” ์šฐ๋ฆฌ ์ž์‹ ์—๊ฒŒ ์ •๋ง ์–ด๋ ค์šด ์งˆ๋ฌธ์„ ๋˜์ ธ์•ผ๋งŒ ํ•ฉ๋‹ˆ๋‹ค.
10:35
Are we designing for the world that we want?
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์šฐ๋ฆฌ๋Š” ์šฐ๋ฆฌ๊ฐ€ ์›ํ•˜๋Š” ์„ธ์ƒ์„ ์œ„ํ•ด์„œ ๋””์ž์ธํ•˜๊ณ  ์žˆ๋Š”๊ฐ€?
10:38
Are we designing for the world that we have?
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์šฐ๋ฆฌ๊ฐ€ ์‚ด๊ณ  ์žˆ๋Š” ์„ธ์ƒ์„ ์œ„ํ•ด์„œ ๋””์ž์ธํ•˜๊ณ  ์žˆ๋Š”๊ฐ€?
์šฐ๋ฆฌ๊ฐ€ ์ค€๋น„๊ฐ€ ๋๊ฑด ์•„๋‹ˆ๊ฑด ์•ž์œผ๋กœ ์˜ค๋Š” ์„ธ์ƒ์„ ์œ„ํ•ด์„œ
10:41
Are we designing for the world that's coming,
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๋””์ž์ธํ•˜๊ณ  ์žˆ๋Š”๊ฐ€?
10:43
whether we're ready or not?
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10:44
I got into this business designing products.
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์ €๋Š” ์ œํ’ˆ์„ ๋””์ž์ธํ•˜๋Š” ์‚ฌ์—…์— ๋›ฐ์–ด ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
๊ทธ ์ดํ›„๋กœ ์ •๋ง๋กœ ์„ธ์ƒ์—์„œ ๋ณ€ํ™”๋ฅผ ์ถ”๊ตฌํ•˜๊ณ  ์žˆ๋‹ค๋ฉด
10:48
I've since learned that if you really want to make a difference in the world,
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๋‚ด๊ฐ€ ๊ฒฐ๊ณผ๋ฅผ ๋””์ž์ธ ํ•ด๋‚ด์•ผ๋งŒ ํ•ฉ๋‹ˆ๋‹ค.
10:51
you have to design outcomes.
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๊ทธ๊ฒƒ์ด ์ •๋ง ์ค‘์š”ํ•œ ๋””์ž์ธ์ž…๋‹ˆ๋‹ค.
10:53
And that's design that matters.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
10:55
Thank you.
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(๋ฐ•์ˆ˜)
10:56
(Applause)
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์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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