Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

107,234 views

2013-07-25 ใƒป TED


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Paul Kemp-Robertson: Bitcoin. Sweat. Tide. Meet the future of branded currency.

107,234 views ใƒป 2013-07-25

TED


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

๋ฒˆ์—ญ: Seongeun Kim ๊ฒ€ํ† : Gabriel Song
00:12
So if I was to ask you
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์ œ๊ฐ€ ๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์—๊ฒŒ
00:15
what the connection between
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'ํƒ€์ด๋“œ' ์„ธ์ œ ํ•œ ํ†ต๊ณผ ๋•€ ์‚ฌ์ด์— ๋ฌด์Šจ
00:16
a bottle of Tide detergent and sweat was,
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๊ด€๊ณ„๊ฐ€ ์žˆ๋Š”์ง€ ๋ฌป๋Š”๋‹ค๋ฉด
00:19
you'd probably think that's the easiest question
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์•„๋งˆ ์ด๋ฒˆ ์ฃผ ์—๋”˜๋ฒ„๋Ÿฌ์—์„œ ๋ฐ›๋Š” ์งˆ๋ฌธ ๊ฐ€์šด๋ฐ
00:21
that you're going to be asked in Edinburgh all week.
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๊ฐ€์žฅ ์‰ฌ์šด ๋ฌธ์ œ๋ผ๊ณ  ์ƒ๊ฐํ•˜์‹ค ๊ฑฐ์˜ˆ์š”.
00:24
But if I was to say that they're both examples
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ํ•˜์ง€๋งŒ ์ œ๊ฐ€ ๋งŒ์•ฝ ๊ทธ๋“ค์ด
00:26
of alternative or new forms of currency
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๊ณผ์ž‰ ์—ฐ๊ฒฐ๋˜๊ณ  ๋ฐ์ดํ„ฐ์— ๊ธฐ๋ฐ˜ํ•œ ์„ธ๊ณ„๊ฒฝ์ œ ์‹œ๋Œ€์˜
00:30
in a hyperconnected, data-driven global economy,
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๋Œ€์•ˆ ํ™”ํ ํ˜น์€ ์‹ ํ˜• ํ™”ํ์˜ ์˜ˆ๋ผ๊ณ  ํ•œ๋‹ค๋ฉด
00:33
you'd probably think I was a little bit bonkers.
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์—ฌ๋Ÿฌ๋ถ„์€ ์•„๋งˆ๋„ ์ œ๊ฐ€ ์•ฝ๊ฐ„ ์ •์‹ ์ด ๋‚˜๊ฐ”๋‹ค๊ณ  ์ƒ๊ฐํ•˜์‹œ๊ฒ ์ฃ .
00:37
But trust me, I work in advertising.
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ํ•˜์ง€๋งŒ ์ €๋ฅผ ๋ฏฟ์œผ์„ธ์š”. ์ €๋Š” ๊ด‘๊ณ  ์—…๊ณ„์—์„œ ์ผํ•˜๊ฑฐ๋“ ์š”.
00:39
(Laughter)
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(์›ƒ์Œ)
00:41
And I am going to tell you the answer,
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์ œ๊ฐ€ ๊ทธ ์งˆ๋ฌธ์— ๋Œ€ํ•œ ๋‹ต์„ ๋ง์”€๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
00:43
but obviously after this short break.
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๋ฌผ๋ก  ์ž ์‹œ ํ›„์—์š”.
00:46
So a more challenging question is one
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์‚ฌ์‹ค ์ €ํฌ ์ž‘๊ฐ€ ์ค‘ ํ•œ ์‚ฌ๋žŒ์ด
00:48
that I was asked, actually, by one of our writers
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๋”์šฑ ๋„์ „์ ์ธ ์งˆ๋ฌธ์„ ์ œ๊ฒŒ ๋ช‡ ์ฃผ ์ „์— ํ–ˆ๊ณ ,
00:50
a couple of weeks ago, and I didn't know the answer:
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์ €๋Š” ๊ทธ ๋‹ต์„ ์•Œ์ง€ ๋ชปํ–ˆ์Šต๋‹ˆ๋‹ค.
00:52
What's the world's best performing currency?
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์ „์„ธ๊ณ„ ํ†ตํ™” ์ค‘ ๊ฐ€์žฅ ๊ฐ•์„ธ๋ฅผ ๋ณด์ด๋Š” ํ†ตํ™”๋Š” ๋ฌด์—‡์ผ๊นŒ์š”?
์‚ฌ์‹ค ๋น„ํŠธ์ฝ”์ธ์ž…๋‹ˆ๋‹ค.
00:55
It's actually Bitcoin.
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00:56
Now, for those of you who may not be familiar,
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๋งŽ์€ ๋ถ„๋“ค์ด ์ต์ˆ™์น˜ ์•Š์œผ์‹คํ…๋ฐ์š”.
๋น„ํŠธ์ฝ”์ธ์€ ์•”ํ˜ธ ํ™”ํ, ๊ฐ€์ƒ ํ™”ํ, ํ•ฉ์„ฑ ํ™”ํ์ž…๋‹ˆ๋‹ค.
00:59
Bitcoin is a crypto-currency, a virtual currency, synthetic currency.
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01:02
It was founded in 2008 by this anonymous programmer
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์ด ํ™”ํ๋Š” 2008๋…„ ์‚ฌํ† ์‹œ ๋‚˜์นด๋ชจํ† ๋ผ๋Š” ๊ฐ€๋ช…์„ ์“ฐ๋Š”
01:06
using a pseudonym Satoshi Nakamoto.
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์ต๋ช…์˜ ํ”„๋กœ๊ทธ๋ž˜๋จธ๊ฐ€ ๋งŒ๋“ค์—ˆ๋Š”๋ฐ์š”.
01:09
No one knows who or what he is.
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์•„๋ฌด๋„ ์ด ์‚ฌ๋žŒ์ด ๋ˆ„๊ตฌ์ธ์ง€, ๋ฌด์—‡์„ ํ•˜๋Š”์ง€ ๋ชจ๋ฆ…๋‹ˆ๋‹ค.
01:11
He's almost like the Banksy of the Internet.
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์ธํ„ฐ๋„ท ์„ธ์ƒ์˜ ๋ฑ…ํฌ์‹œ์™€๋„ ๊ฐ™์•„์š”. * ๋ฑ…ํฌ์‹œ : ์ต๋ช…์œผ๋กœ ํ™œ๋™ํ•œ ๋ฐ˜ ๊ถŒ์œ„์ฃผ์˜์˜ ์˜๊ตญ ์˜ˆ์ˆ ๊ฐ€.
01:13
And I'm probably not going to do it proper service here,
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์™„์ „ํ•œ ๊ณผ์ •์„ ์ด ์ž๋ฆฌ์—์„œ ๋ง์”€๋“œ๋ฆฌ์ง€๋Š” ์•Š๊ฒ ์ง€๋งŒ,
01:17
but my interpretation of how it works is that
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์ž‘๋™ ๋ฐฉ๋ฒ•์„ ํ•ด์„ํ•˜์ž๋ฉด
๋น„ํŠธ์ฝ”์ธ์€ ๋งˆ์ด๋‹์„ ํ†ตํ•ด ๋ฐœํ–‰๋ฉ๋‹ˆ๋‹ค.
01:19
Bitcoins are released through this process of mining.
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01:21
So there's a network of computers that are challenged
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ํ’€์–ด ๋ง์”€๋“œ๋ฆฌ๋ฉด, ๋„คํŠธ์›Œํฌ ์•ˆ์˜ ์ปดํ“จํ„ฐ๋“ค์—๊ฒŒ
01:24
to solve a very complex mathematical problem
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๊ต‰์žฅํžˆ ๋ณต์žกํ•œ ์ˆ˜ํ•™์ ์ธ ๋ฌธ์ œ ํ•ด๊ฒฐ ์ž‘์—…์ด ์ฃผ์–ด์ง€๊ณ 
01:26
and the person that manages to solve it first gets the Bitcoins.
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๋จผ์ € ํ‘ธ๋Š” ์‚ฌ๋žŒ์—๊ฒŒ ๋น„ํŠธ์ฝ”์ธ์ด ์ฃผ์–ด์ง‘๋‹ˆ๋‹ค.
01:29
And the Bitcoins are released,
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๋น„ํŠธ์ฝ”์ธ์€ ์ด๋ ‡๊ฒŒ ๋ฐœํ–‰๋˜์–ด
01:30
they're put into a public ledger called the Blockchain,
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๋ธ”๋ก์ฒด์ธ์ด๋ผ๋Š” ๊ณต๊ณต ์›์žฅ์— ๊ธฐ๋ก๋ฉ๋‹ˆ๋‹ค.
01:33
and then they float, so they become a currency,
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์ด๋ ‡๊ฒŒ ๋ฐœํ–‰๋œ ๋น„ํŠธ์ฝ”์ธ์€ ํ†ตํ™”๊ฐ€ ๋˜์–ด
01:36
and completely decentralized, that's the sort of
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์™„์ „ํžˆ ๋น„์ง‘์ค‘ํ™”๋˜๋Š”๋ฐ, ์ด๊ฒƒ์ด ๋ฐ”๋กœ
01:39
scary thing about this, which is why it's so popular.
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๋น„ํŠธ์ฝ”์ธ์˜ ๋ฌด์„œ์šด ์ ์ด๋ฉฐ ๊ทธํ† ๋ก ์ธ๊ธฐ๊ฐ€ ์žˆ๋Š” ์ด์œ ์ž…๋‹ˆ๋‹ค.
01:41
So it's not run by the authorities or the state.
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์ฆ‰ ๋น„ํŠธ์ฝ”์ธ์€ ์ •๋ถ€๋‚˜ ๊ตญ๊ฐ€์— ์˜ํ•ด ์šด์˜๋˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
01:44
It's actually managed by the network.
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์‹ค์ œ๋กœ ๋„คํŠธ์›Œํฌ์— ์˜ํ•ด ๊ด€๋ฆฌ๋˜์ง€์š”.
01:46
And the reason that it's proved very successful
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๊ทธ๋ฆฌ๊ณ  ๋น„ํŠธ์ฝ”์ธ์ด ์ดํ† ๋ก ์„ฑ๊ณต์ ์ผ ์ˆ˜ ์žˆ๋Š” ์ด์œ ๋Š”
01:48
is it's private, it's anonymous, it's fast, and it's cheap.
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์ด๊ฒƒ์ด ์‚ฌ์ ์ด๊ณ , ์ต๋ช…์ด๋ฉฐ, ๋น ๋ฅด๊ณ , ์ €๋ ดํ•˜๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
01:52
And you do get to the point where there's some wild fluctuations with Bitcoin.
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๋น„ํŠธ์ฝ”์ธ์—๋Š” ์‹ฌํ•œ ๋ณ€๋™ ์ƒํ™ฉ์ด ์˜ค๊ธฐ๋„ ํ•˜๋Š”๋ฐ์š”,
01:55
So in one level it went from something like 13 dollars
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๋น„ํŠธ์ฝ”์ธ์€ ์ฒ˜์Œ์—๋Š” 13๋‹ฌ๋Ÿฌ ์ •๋„์˜€๋‹ค๊ฐ€
01:58
to 266, literally in the space of four months,
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๋‹จ 4๊ฐœ์›”๋งŒ์— 266๋‹ฌ๋Ÿฌ๊ฐ€ ๋˜์—ˆ๊ณ ,
02:01
and then crashed and lost half of its value in six hours.
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๊ทธ๋ฆฌ๊ณ ๋Š” 6์‹œ๊ฐ„ ๋งŒ์— ๊ทธ ๊ฐ€์น˜๊ฐ€ ์ ˆ๋ฐ˜์œผ๋กœ ๋–จ์–ด์กŒ์Šต๋‹ˆ๋‹ค.
๊ทธ๋ฆฌ๊ณ  ํ˜„์žฌ 110๋‹ฌ๋Ÿฌ ์ •๋„์˜
02:04
And it's currently around that kind of
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02:05
110 dollar mark in value.
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๊ฐ€์น˜๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค.
02:08
But what it does show is that it's sort of gaining ground,
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ํ•˜์ง€๋งŒ ์ด๊ฒƒ์ด ์˜๋ฏธํ•˜๋Š” ๋ฐ”๋Š” ๋น„ํŠธ์ฝ”์ธ์ด ๊ธฐ๋ฐ˜์„ ๋‹ค์ง€๊ณ  ์žˆ์œผ๋ฉฐ
02:11
it's gaining respectability.
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์ธ์ •๋ฐ›๊ณ  ์žˆ๋‹ค๋Š” ์˜๋ฏธ์ž…๋‹ˆ๋‹ค.
02:12
You get services, like Reddit and Wordpress
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์‚ฌ์šฉ ๊ฐ€๋Šฅํ•œ ์„œ๋น„์Šค๋“ค๋„ ์žˆ๊ณ , ๋ ˆ๋”ง์ด๋‚˜ ์›Œ๋“œํ”„๋ ˆ์Šค๋Š”
02:14
are actually accepting Bitcoin as a payment currency now.
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์‹ค์ œ๋กœ ๋น„ํŠธ์ฝ”์ธ์„ ์ง€๋ถˆ ํ†ตํ™”๋กœ ๋ฐ›๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
02:17
And that's showing you that people
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๊ทธ๋ฆฌ๊ณ  ์ด๊ฒƒ์€ ์‚ฌ๋žŒ๋“ค์ด
02:19
are actually placing trust in technology,
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๊ธฐ์ˆ ์— ์‹ ๋ขฐ์„ ์–น๊ณ  ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ๋ณด์—ฌ ์ค๋‹ˆ๋‹ค.
02:22
and it's started to trump and disrupt
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๋˜ํ•œ ๊ธฐ์กด์˜ ๊ธฐ๊ด€๋“ค,
02:24
and interrogate traditional institutions
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๊ทธ๋ฆฌ๊ณ  ํ†ตํ™”์™€ ๋ˆ์— ๋Œ€ํ•œ ์šฐ๋ฆฌ์˜ ์ƒ๊ฐ์—
02:26
and how we think about currencies and money.
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๋„์ „์ ์ด๊ณ  ๋ถˆํŽธํ•œ ์งˆ๋ฌธ์„ ๋˜์ง€๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:29
And that's not surprising, if you think about
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์ด๊ฒƒ์€ ๋†€๋ผ์šด ์ผ์ด ์•„๋‹™๋‹ˆ๋‹ค. ๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด
02:31
the basket case that is the E.U.
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๊ฒฝ์ œ๊ฐ€ ๋งˆ๋น„๋œ EU๋ฅผ ์ƒ๊ฐํ•ด ๋ณธ๋‹ค๋ฉด ๋ง์ด์ฃ .
02:32
I think there was a Gallup survey out recently
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์ตœ๊ทผ ๋ฏธ๊ตญ์—์„œ ์‹ค์‹œ๋œ
02:35
that said something like, in America,
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๊ฐค๋Ÿฝ์˜ ์กฐ์‚ฌ๋ฅผ ๋– ์˜ฌ๋ ค ๋ณด์ž๋ฉด
02:37
trust in banks is at an all-time low, it's something like 21 percent.
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์€ํ–‰์— ๋Œ€ํ•œ ์‹ ๋ขฐ๋Š” ์‚ฌ์ƒ ์ตœ์ €์ ์ธ 21% ์ •๋„์˜€์ฃ .
02:40
And you can see here some photographs from London
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๊ทธ๋ฆฌ๊ณ  ์—ฌ๊ธฐ ๋Ÿฐ๋˜์˜ ์‚ฌ์ง„์„ ๋ณด์‹œ๋ฉด,
02:42
where Barclays sponsored the city bike scheme,
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๋ฐ”ํด๋ ˆ์ด์‚ฌ๊ฐ€ ๋„์‹œ ์ž์ „๊ฑฐ ์ œ๋„๋ฅผ ํ›„์›ํ–ˆ๋Š”๋ฐ,
02:44
and some activists have done some nice piece
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์ผ๋ถ€ ํ™œ๋™๊ฐ€๋“ค์€ ์—ฌ๊ธฐ์—์„œ ๊ฒŒ๋ฆด๋ผ ๋งˆ์ผ€ํŒ…์„ ์ˆ˜ํ–‰ํ•˜๊ณ 
02:46
of guerrilla marketing here and doctored the slogans.
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์„ ์ „ ๋ฌธ๊ตฌ๋ฅผ ๋ฐ”๊พธ๊ธฐ๋„ ํ–ˆ์Šต๋‹ˆ๋‹ค.
02:49
"Sub-prime pedaling." "Barclays takes you for a ride."
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"์„œ๋ธŒํ”„๋ผ์ž„-ํŽ˜๋‹ฌ๋ง" "๋ฐ”ํด๋ ˆ์ด๊ฐ€ ์ž์ „๊ฑฐ๋ฅผ ํƒœ์›Œ ๋“œ๋ฆฝ๋‹ˆ๋‹ค."
02:52
These are the more polite ones I could share with you today.
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์ด ์Šฌ๋กœ๊ฑด๋“ค์€ ์˜ค๋Š˜๋‚  ์—ฌ๋Ÿฌ๋ถ„๊ณผ ๊ณต์œ ํ•  ์ˆ˜ ์žˆ๋Š” ์ข€ ๋” ๊ณ ์ƒํ•œ ์ˆ˜์ค€์˜ ๊ฒƒ๋“ค์ž…๋‹ˆ๋‹ค.
02:56
But you get the gist, so people have really started
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ํ•˜์ง€๋งŒ ๋Œ€์ฒด์ ์ธ ๋œป์€ ์•„์‹ค ๊ฑฐ์˜ˆ์š”.
๊ทธ๋ž˜์„œ ์‚ฌ๋žŒ๋“ค์€ ๊ธฐ๊ด€์— ์‹ ๋ขฐ๋ฅผ ์žƒ๊ธฐ ์‹œ์ž‘ํ–ˆ์ฃ .
02:59
to sort of lose faith in institutions.
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03:01
There's a P.R. company called Edelman,
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์—๋ธ๋งŒ์ด๋ผ๋Š” ํ™๋ณด ํšŒ์‚ฌ๋Š”
03:03
they do this very interesting survey every year
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์‹ ๋ขฐ๋„์™€ ์‚ฌ๋žŒ๋“ค์ด ๋ฌด์Šจ ์ƒ๊ฐ์„ ํ•˜๋Š”์ง€์— ๋Œ€ํ•œ
03:05
precisely around trust and what people are thinking.
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๋งค์šฐ ํฅ๋ฏธ๋กœ์šด ์„ค๋ฌธ ์กฐ์‚ฌ๋ฅผ ๋งค๋…„ ์‹ค์‹œํ•ฉ๋‹ˆ๋‹ค.
03:09
And this is a global survey, so these numbers are global.
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์ „์„ธ๊ณ„์ ์ธ ์กฐ์‚ฌ๋กœ ์ด ์ˆ˜์น˜๋Š” ์ „ ์„ธ๊ณ„์ ์ธ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:11
And what's interesting is that you can see that
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์—ฌ๊ธฐ์„œ ์—ฌ๋Ÿฌ๋ถ„์ด ๋ณด์‹ค ์ˆ˜ ์žˆ๋Š” ํฅ๋ฏธ๋กœ์šด ๊ฒƒ์€
์œ„๊ณ„ ๊ตฌ์กฐ๊ฐ€ ์กฐ๊ธˆ ๋ถˆ์•ˆ์ •ํ•˜๋ฉฐ
03:14
hierarchy is having a bit of a wobble,
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03:16
and it's all about heterarchical now,
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์ด์ œ๋Š” ์ˆ˜ํ‰์ ์ด๋ผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:18
so people trust people like themselves more
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์‚ฌ๋žŒ๋“ค์€ ์Šค์Šค๋กœ์™€ ๊ฐ™์€ ์‚ฌ๋žŒ๋“ค์„
03:21
than they trust corporations and governments.
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ํšŒ์‚ฌ๋‚˜ ์ •๋ถ€๋ณด๋‹ค ๋” ๋ฏฟ๊ณ  ์‹ ๋ขฐํ•ฉ๋‹ˆ๋‹ค.
03:24
And if you look at these figures for the more developed markets
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๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์˜๊ตญ์ด๋‚˜ ๋…์ผ๊ณผ ๊ฐ™์ด ๋” ๋ฐœ๋‹ฌํ•œ ์„ ์ง„ ์‹œ์žฅ์— ๋Œ€ํ•ด์„œ
03:26
like U.K., Germany, and so on, they're actually much lower.
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์ด๋Ÿฐ ์ˆ˜์น˜๋ฅผ ๋ณด์‹ ๋‹ค๋ฉด, ์‹ค์ œ๋กœ ํ›จ์”ฌ ๋‚ฎ๋‹ค๋Š” ๊ฒƒ์„ ์•Œ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
03:29
And I find that sort of scary.
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๊ทธ๋ฆฌ๊ณ  ์ €๋Š” ์ด๊ฒŒ ์‚ด์ง ๋ฌด์„ญ๋‹ค๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
03:30
People are actually trusting businesspeople
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์‚ฌ๋žŒ๋“ค์€ ์‹ค์ œ๋กœ๋Š” ์ •๋ถ€๋‚˜ ์ง€๋„์ž๋ณด๋‹ค๋Š”
์‚ฌ์—…๊ฐ€๋“ค์„ ์‹ ๋ขฐํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:32
more than they're trusting governments and leaders.
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03:35
So what's starting to happen, if you think about money,
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์•ž์œผ๋กœ ์•Œ์–ด๋‚  ์ผ์€, ์—ฌ๋Ÿฌ๋ถ„์ด ๋ˆ์— ๋Œ€ํ•ด ์ƒ๊ฐํ•  ๋•Œ
03:38
if you sort of boil money down to an essence,
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์ผ์ข…์˜ ๋ˆ์˜ ๋ณธ์งˆ์„ ์ฐพ์•„ ๋ณธ๋‹ค๋ฉด
03:40
it is literally just an expression of value, an agreed value.
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๊ทธ๊ฒƒ์€ ๊ธ€์ž ๊ทธ๋Œ€๋กœ ํ‘œํ˜„ ๊ฐ€์น˜, ํ•ฉ์˜๋œ ๊ฐ€์น˜์ž…๋‹ˆ๋‹ค.
03:45
So what's happening now, in the digital age,
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๋””์ง€ํ„ธ ์‹œ๋Œ€์—, ์ง€๊ธˆ ์ผ์–ด๋‚˜๊ณ  ์žˆ๋Š” ์ผ์€
์šฐ๋ฆฌ๊ฐ€ ๊ต‰์žฅํžˆ ๋งŽ์€ ๋ฐฉ๋ฒ•์œผ๋กœ ๊ฐ€์น˜๋ฅผ ์ˆ˜๋Ÿ‰ํ™” ํ•  ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:47
is that we can quantify value in lots of different ways
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03:49
and do it more easily,
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๊ทธ๋ฆฌ๊ณ  ๋”์šฑ ์‰ฝ๊ฒŒ ํ•  ์ˆ˜ ์žˆ๊ณ ,
03:51
and sometimes the way that we quantify those values,
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๊ทธ๋ฆฌ๊ณ  ๋•Œ๋กœ๋Š” ๊ทธ๋Ÿฌํ•œ ๊ฐ€์น˜๋ฅผ ์ˆ˜๋Ÿ‰ํ™” ํ•˜๋Š” ๋ฐฉ๋ฒ•์€,
03:54
it makes it much easier
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์ƒˆ๋กญ๊ณ  ์œ ํšจํ•œ ํ˜•ํƒœ์˜ ํ†ตํ™”๋ฅผ ๋งŒ๋“ฆ์œผ๋กœ์จ
03:56
to create new forms and valid forms of currency.
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ํ›จ์”ฌ ๋” ์‰ฌ์›Œ์ง‘๋‹ˆ๋‹ค.
04:00
In that context, you can see that networks like Bitcoin
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์ด๋Ÿฌํ•œ ๋งฅ๋ฝ์—์„œ, ์—ฌ๋Ÿฌ๋ถ„์€ ๋น„ํŠธ์ฝ”์ธ๊ณผ ๊ฐ™์€ ๋„คํŠธ์›Œํฌ์— ๋Œ€ํ•ด ์กฐ๊ธˆ์€
04:03
suddenly start to make a bit more sense.
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๊ฐ‘์ž๊ธฐ ์ดํ•ด๋˜๊ธฐ ์‹œ์ž‘ํ•œ๋‹ค๋Š” ๊ฒƒ์„ ์•„์‹œ๊ฒ ์ฃ .
04:07
So if you think we're starting to question
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๋”ฐ๋ผ์„œ ์šฐ๋ฆฌ๊ฐ€ ๋ˆ์ด ์˜๋ฏธํ•˜๋Š” ๋ฐ”์— ๋Œ€ํ•ด
04:10
and disrupt and interrogate what money means,
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์šฐ๋ฆฌ์™€ ๋ˆ๊ณผ์˜ ๊ด€๊ณ„์— ๋Œ€ํ•ด, ๋ฌด์—‡์ด ๋ˆ์„ ์ •์˜ํ•˜๋Š๋ƒ์— ๋Œ€ํ•ด
04:12
what our relationship with it is, what defines money,
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์งˆ๋ฌธ๋„ ํ•˜๊ณ  ํ˜ผ๋ž€๋„ ๊ฒช๊ณ  ์˜๋ฌธ๋„ ๊ฐ–๊ธฐ ์‹œ์ž‘ํ•˜๊ฒŒ ๋˜๋ฉด
04:15
then the ultimate extension of that is,
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๊ถ๊ทน์ ์ธ ์งˆ๋ฌธ์€,
04:19
is there a reason for the government to be in charge
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์ •๋ถ€๊ฐ€ ๋” ์ด์ƒ ํ™”ํ๋ฅผ ๋‹ด๋‹นํ•  ์ด์œ ๊ฐ€ ์žˆ์„๊นŒ?
04:21
of money anymore?
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๋ผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
04:23
So obviously I'm looking at this through a marketing prism,
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๋”ฐ๋ผ์„œ ๋ถ„๋ช…ํžˆ ์ €๋Š” ์ด ๋ฌธ์ œ๋ฅผ ์‹œ์žฅ์˜ ๊ด€์ ์—์„œ,
๋ธŒ๋žœ๋“œ์˜ ๊ด€์ ์—์„œ ์ฐพ์œผ๋ ค ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
04:26
so from a brand perspective,
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04:27
brands literally stand or fall on their reputations.
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๊ทธ๋“ค์˜ ๋ช…์„ฑ์— ๋”ฐ๋ผ ๊ธ€์ž ๊ทธ๋Œ€๋กœ ํฅํ•˜๊ฑฐ๋‚˜ ๋งํ•˜๋Š” ๋ธŒ๋žœ๋“œ ๋ง์ด์ฃ .
04:31
And if you think about it, reputation has now become a currency.
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์ƒ๊ฐํ•ด ๋ณด์‹œ๋ฉด, ๊ทธ๋Ÿฌํ•œ ๋ช…์„ฑ์€ ๊ณง ํ†ตํ™”๋ผ๊ณ  ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
04:33
You know, reputations are built on trust,
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์•„์‹œ๋‹ค์‹œํ”ผ, ๋ช…์„ฑ์ด๋ž€ ์‹ ๋ขฐ์™€
04:35
consistency, transparency.
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์ง€์†์„ฑ, ํˆฌ๋ช…์„ฑ์— ๊ธฐ๋ฐ˜์„ ํ•ฉ๋‹ˆ๋‹ค.
04:38
So if you've actually decided that you trust a brand,
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๋”ฐ๋ผ์„œ ๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์‹ค์ œ๋กœ ํ•œ ๋ธŒ๋žœ๋“œ๋ฅผ ์‹ ๋ขฐํ•˜๊ธฐ๋กœ ๊ฒฐ์‹ฌํ–ˆ๋‹ค๋ฉด
04:41
you want a relationship, you want to engage with the brand,
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ด€๊ณ„๋ฅผ ๋งŒ๋“ค์–ด, ๊ทธ ๋ธŒ๋žœ๋“œ๋ฅผ ์‚ฌ์šฉํ•˜๊ธฐ๋ฅผ ์›ํ•˜๊ฒ ์ฃ .
04:43
you're already kind of participating in lots of new forms
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์—ฌ๋Ÿฌ๋ถ„์€ ์ด๋ฏธ ์ƒˆ๋กœ์šด ํ˜•ํƒœ์˜ ํ†ตํ™”๋ฅผ ๋งŒ๋“œ๋Š”๋ฐ
04:46
of currency.
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์–ด๋Š ์ •๋„ ์ฐธ์—ฌํ•˜๋Š” ์…ˆ์ž…๋‹ˆ๋‹ค.
04:48
So you think about loyalty.
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์‹ ๋ขฐ์— ๋Œ€ํ•ด ์ƒ๊ฐํ•ด ๋ณด์„ธ์š”.
04:50
Loyalty essentially is a micro-economy.
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์‹ ๋ขฐ๋ž€ ๋ณธ์งˆ์ ์œผ๋กœ ๋ฏธ์‹œ ๊ฒฝ์ œ์ž…๋‹ˆ๋‹ค.
04:52
You think about rewards schemes, air miles.
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๋ณด์ƒ ์ œ๋„, ํƒ‘์Šน ๋งˆ์ผ๋ฆฌ์ง€๋ฅผ ์ƒ๊ฐํ•ด ๋ณด์„ธ์š”.
04:55
The Economist said a few years ago that
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๊ฒฝ์ œํ•™์ž๋“ค์€ ๋ช‡ ๋…„ ์ „์—๋Š”
04:57
there are actually more unredeemed air miles in the world
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์œ ํ†ต๋˜๋Š” ๋‹ฌ๋Ÿฌ ์ง€ํ๋ณด๋‹ค
05:01
than there are dollar bills in circulation.
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์ „ ์„ธ๊ณ„์ ์œผ๋กœ ์“ฐ์ง€ ์•Š์€ ํƒ‘์Šน ๋งˆ์ผ๋ฆฌ์ง€๊ฐ€ ๋งŽ์•˜๋‹ค๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค.
05:04
You know, when you are standing in line in Starbucks,
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์•„์‹œ๋‹ค์‹œํ”ผ, ์—ฌ๋Ÿฌ๋ถ„์ด ์Šคํƒ€๋ฒ…์Šค์— ์ค„ ์„œ ์žˆ์„ ๋•Œ,
05:07
30 percent of transactions in Starbucks on any one day
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์–ด๋–ค ๋‚ ์ด๋“  ์Šคํƒ€๋ฒ…์Šค์—์„œ 30ํผ์„ผํŠธ์˜ ๊ฑฐ๋ž˜๋Š”
05:10
are actually being made with Starbucks Star points.
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์‹ค์ œ๋กœ ์Šคํƒ€๋ฒ…์Šค์˜ ์Šคํƒ€ ํฌ์ธํŠธ๋กœ ์ด๋ฃจ์–ด์ง‘๋‹ˆ๋‹ค.
05:13
So that's a sort of Starbucks currency
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๋”ฐ๋ผ์„œ ์ด๊ฒƒ์€ ์Šคํƒ€๋ฒ…์Šค์˜ ์ƒํƒœ๊ณ„ ์•ˆ์— ์กด์žฌํ•˜๋Š”
05:14
staying within its ecosystem.
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์ผ์ข…์˜ ์Šคํƒ€๋ฒ…์Šค ํ†ตํ™”์ธ ์…ˆ์ด์ฃ .
05:16
And what I find interesting is that Amazon
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๊ทธ๋ฆฌ๊ณ  ์ œ๊ฐ€ ๋ฐœ๊ฒฌํ•œ ํฅ๋ฏธ๋กœ์šด ์‚ฌ์‹ค์€
05:19
has recently launched Amazon coins.
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์•„๋งˆ์กด์ด ์ตœ๊ทผ ์•„๋งˆ์กด ๋™์ „์„ ๋งŒ๋“ค์—ˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:22
So admittedly it's a currency at the moment that's purely for the Kindle.
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ํ˜„์žฌ์—๋Š” ์ˆœ์ „ํžˆ ํ‚จ๋“ค์„ ์œ„ํ•œ ํ†ตํ™”์ž„์ด ๋ถ„๋ช…ํ•˜์ง€์š”.
05:25
So you can buy apps and make purchases within those apps,
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๋”ฐ๋ผ์„œ ์—ฌ๋Ÿฌ๋ถ„์€ ์•ฑ์„ ์‚ฌ๊ฑฐ๋‚˜, ์ด ์•ฑ ๋‚ด์—์„œ ๊ตฌ๋งค๋ฅผ ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
05:28
but you think about Amazon,
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ํ•˜์ง€๋งŒ ์•„๋งˆ์กด์„ ์ƒ๊ฐํ•ด๋ณด๋ฉด,
05:30
you look at the trust barometer that I showed you
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์—ฌ๋Ÿฌ๋ถ„์€ ์ œ๊ฐ€ ๋ณด์—ฌ๋“œ๋ฆฐ ์‹ ๋ขฐ๋„ ์ง€ํ‘œ ์กฐ์‚ฌ์—์„œ
05:32
where people are starting to trust businesses,
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์‚ฌ๋žŒ๋“ค์ด ๊ธฐ์—…๋“ค์„ ๋ฏฟ๊ธฐ ์‹œ์ž‘ํ–ˆ์œผ๋ฉฐ,
05:35
especially businesses that they believe in and trust
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์ •๋ถ€ ๋ณด๋‹ค๋„ ๋”์šฑ ๋ฏฟ๊ณ  ์‹ ๋ขฐํ•˜๋Š” ๊ธฐ์—…๋“ค์„
ํŠนํžˆ ๋ฏฟ๋Š”๋‹ค๋Š” ๊ฒƒ์„ ์•„์‹ค ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
05:38
more than governments.
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05:39
So suddenly, you start thinking,
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๋‹น์‹ ์€ ๊ฐ‘์ž๊ธฐ ์ด๋Ÿฐ ์ƒ๊ฐ์ด ๋“ค ๊ฒ๋‹ˆ๋‹ค,
05:41
well Amazon potentially could push this.
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์ž˜ํ•˜๋ฉด ์•„๋งˆ์กด์€ ์ด๊ฒƒ์„ ๋ฐ€์–ด ๋ถ™์ผ ์ˆ˜ ์žˆ๊ฒ ๊ตฌ๋‚˜.
05:42
It could become a natural extension,
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์ž์—ฐ์Šค๋Ÿฌ์šด ํ™•์žฅ์ด ๋  ์ˆ˜ ์žˆ๊ณ ,
05:44
that as well as buying stuff --
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๋ฌผ๊ฑด์„ ๊ตฌ๋งคํ•˜๋Š” ์ผ ์ด์™ธ์— --
ํ‚จ๋“ค ๋Œ€์‹  -- ์ฑ…, ์Œ์•…,
05:46
take it out of the Kindle -- you could buy books, music,
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05:48
real-life products, appliances and goods and so on.
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์ƒํ•„ํ’ˆ, ๊ฐ€์ „ ์ œํ’ˆ, ์ƒํ’ˆ ๋“ฑ์„ ์‚ด ์ˆ˜ ์žˆ๊ฒ ์ฃ .
05:53
And suddenly you're getting Amazon, as a brand,
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๊ทธ๋ฆฌ๊ณ  ๊ฐ‘์ž๊ธฐ ์•„๋งˆ์กด์ด, ํ•˜๋‚˜์˜ ๋ธŒ๋žœ๋“œ๋กœ์จ
05:55
is going head to head with the Federal Reserve
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์—ฐ๋ฐฉ ์ค€๋น„ ์ œ๋„์— ์ •๋ฉด์œผ๋กœ ๋งž์„œ๊ธฐ ์‹œ์ž‘ํ•ฉ๋‹ˆ๋‹ค.
05:57
in terms of how you want to spend your money,
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์—ฌ๋Ÿฌ๋ถ„์ด ๋ˆ์„ ์†Œ๋น„ํ•˜๋Š” ๋ฐฉ๋ฒ•์ด๋‚˜,
05:59
what money is, what constitutes money.
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๋ˆ์ด ๋ฌด์—‡์ธ์ง€, ๋ฌด์—‡์ด ๋ˆ์„ ๊ตฌ์„ฑํ•˜๋Š๋ƒ์˜ ์ธก๋ฉด์—์„œ ๋ง์ด์ฃ .
06:01
And I'll get you back to Tide, the detergent now,
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๊ทธ๋ฆฌ๊ณ  ์ œ๊ฐ€ ๋ง์”€๋“œ๋ ธ๋˜ ๋ฐ”์™€ ๊ฐ™์ด
06:05
as I promised.
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ํƒ€์ด๋“œ ์„ธ์ œ์— ๋Œ€ํ•œ ์ด์•ผ๊ธฐ๋กœ ๋‹ค์‹œ ๋Œ์•„๊ฐ€ ๋ณด์ฃ .
06:06
This is a fantastic article I came across in New York Magazine,
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์ œ๊ฐ€ ๋‰ด์š• ๋งค๊ฑฐ์ง„์—์„œ ๋ดค๋˜ ํ™˜์ƒ์ ์ธ ๊ธฐ์‚ฌ์ธ๋ฐ์š”.
06:09
where it was saying that drug users across America
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๋ฏธ๊ตญ์˜ ๋งˆ์•ฝ ์ค‘๋…์ž๋“ค์ด
06:12
are actually purchasing drugs
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'ํƒ€์ด๋“œ'๋ผ๋Š” ์„ธํƒ ์„ธ์ œ๋กœ ๋งˆ์•ฝ์„ ์‚ฐ๋‹ค๋Š”
06:14
with bottles of Tide detergent.
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๋‚ด์šฉ์ด์—ˆ์–ด์š”.
06:16
So they're going into convenience stores,
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๊ทธ๋“ค์€ ํŽธ์˜์ ์— ๋“ค๋Ÿฌ์„œ
06:18
stealing Tide,
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'ํƒ€์ด๋“œ' ์„ธ์ œ๋ฅผ ํ›”์น˜๋Š”๋ฐ,
06:20
and a $20 bottle of Tide
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20๋‹ฌ๋Ÿฌ์˜ ์„ธ์ œ ํ•œ ํ†ต์€
06:22
is equal to 10 dollars of crack cocaine or weed.
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10๋‹ฌ๋Ÿฌ์น˜์˜ ํฌ๋ž™ ์ฝ”์นด์ธ์ด๋‚˜ ์œ„๋“œ์™€ ๊ฐ™์ฃ .
06:27
And what they're saying, so some criminologists
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์ผ๋ถ€ ๋ฒ”์ฃ„ํ•™์ž๋“ค์€
06:29
have looked at this and they're saying, well, okay,
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์ด๊ฒƒ์„ ์‚ดํŽด ๋ณด๊ณ ๋Š”, ์ด๋ ‡๊ฒŒ ๋งํ•ฉ๋‹ˆ๋‹ค.
๊ทธ๋ž˜, ์ข‹์•„. ์„ธ์ œ์— ํ”„๋ฆฌ๋ฏธ์—„์ด ๋ถ™์–ด์„œ ํŒ”๋ฆฌ๊ณ  ์žˆ๊ตฐ์š”.
06:31
Tide as a product sells at a premium.
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06:33
It's 50 percent above the category average.
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ํ‰๊ท  ๊ฐ’์—์„œ 50%์ด์ƒ์˜ ๊ฐ’์ž…๋‹ˆ๋‹ค.
06:35
It's infused with a very complex cocktail of chemicals,
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์ด๊ฒƒ์€ ๋Œ€๋‹จํžˆ ๋ณต์žกํ•œ ํ™”ํ•™ ์„ฑ๋ถ„์˜ ํ˜ผํ•ฉ๋ฌผ์ด ์ฃผ์ž…๋˜์–ด์„œ
06:39
so it smells very luxurious and very distinctive,
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ํ–ฅ๊ธฐ๊ฐ€ ๋Œ€๋‹จํžˆ ๊ณ ๊ธ‰์Šค๋Ÿฝ๊ณ , ๋˜ํ•œ ๋…ํŠนํ•˜๋ฉฐ,
06:41
and, being a Procter and Gamble brand,
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'ํ”ผ์•ค์ง€'๋ผ๋Š” ๋ธŒ๋žœ๋“œ์ด๊ธฐ ๋•Œ๋ฌธ์—
06:43
it's been supported by a lot of mass media advertising.
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๋Œ€์ค‘ ๋งค์ฒด์™€ ๊ด‘๊ณ  ์ง€์›์„ ๋ฐ›๊ณ  ์žˆ์ฃ .
06:47
So what they're saying is that drug users are consumers too,
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๊ทธ๋“ค์ด ๋งํ•˜๊ณ ์ž ํ•˜๋Š” ๊ฒƒ์€ ๋งˆ์•ฝ ์ค‘๋…์ž๋“ค๋„ ๋งˆ์ฐฌ๊ฐ€์ง€๋กœ ์†Œ๋น„์ž์ด๋ฉฐ,
06:49
so they have this in their neural pathways.
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๋”ฐ๋ผ์„œ ๊ทธ๋“ค์˜ ์‹ ๊ฒฝ์˜ ๊ฒฝ๋กœ๋ฅผ ๋”ฐ๋ผ ์ด๊ฒƒ์„ ๊ฐ€์กŒ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:51
When they spot Tide, there's a shortcut.
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๊ทธ๋“ค์ด ํƒ€์ด๋“œ๋ฅผ ๋ฐœ๊ฒฌํ–ˆ์„ ๋•Œ, ๊ทธ ๊ณณ์— ์ง€๋ฆ„๊ธธ์ด ์žˆ๋Š” ๊ฑฐ์ฃ .
06:53
They say, that is trust. I trust that. That's quality.
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๊ทธ๋“ค์€ '์ด๊ฒƒ์ด ์‹ ๋ขฐ๋‹ค. ๋‚˜๋Š” ์ €๊ฒƒ์„ ์‹ ๋ขฐํ•œ๋‹ค. ์ €๊ฒŒ ํ’ˆ์งˆ์ด๋‹ค'๋ผ๊ณ  ๋งํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:56
So it becomes this unit of currency,
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๋”ฐ๋ผ์„œ ์ด๊ฒƒ์€ ๊ณง ํ†ตํ™”์˜ ๋‹จ์œ„๊ฐ€ ๋ฉ๋‹ˆ๋‹ค.
06:59
which the New York Magazine described
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๋‰ด์š• ๋งค๊ฑฐ์ง„์€ ์ด๋ฅผ ๋‘๊ณ  ๋งค์šฐ ์ด์ƒํ•œ ์ถฉ์„ฑ ๋ฒ”์ฃ„์˜ ๊ธ‰์ฆ
07:01
as a very oddly loyal crime wave, brand-loyal crime wave,
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๋ธŒ๋žœ๋“œ์— ๋Œ€ํ•œ ์ถฉ์„ฑ์Šค๋Ÿฌ์šด ๋ฒ”์ฃ„์˜ ๊ธ‰์ฆ์ด๋ผ๊ณ  ๋ฌ˜์‚ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
07:04
and criminals are actually calling Tide "liquid gold."
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๊ทธ๋ฆฌ๊ณ  ๋ฒ”์ฃ„์ž๋“ค์€ ์‹ค์ œ๋กœ ํƒ€์ด๋“œ ์„ธ์ œ๋ฅผ "์•ก์ƒ ๊ธˆ"์ด๋ผ๊ณ  ๋ถ€๋ฆ…๋‹ˆ๋‹ค.
07:07
Now, what I thought was funny was the reaction
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์ด์ œ, ์ œ๊ฐ€ ์›ƒ๊ธฐ๋‹ค๊ณ  ์ƒ๊ฐํ•œ ๊ฒƒ์€
ํ”ผ์•ค์ง€ ๋Œ€๋ณ€์ธ์˜ ๋ฐ˜์‘์ด์—ˆ๋Š”๋ฐ์š”.
07:10
from the P&G spokesperson.
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07:11
They said, obviously tried to dissociate themselves from drugs,
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๊ทธ๋“ค์ด ๋งํ•˜๊ธฐ๋ฅผ, ํšŒ์‚ฌ๋Š” ๋งˆ์•ฝ๊ณผ๋Š” ๋ณ„๊ฐœ๊ฐ€ ๋˜๋„๋ก ๋ถ„๋ช…ํžˆ ๋…ธ๋ ฅํ•ด์•ผ ํ•˜์ง€๋งŒ,
"๋ธŒ๋žœ๋“œ์˜ ๊ฐ€์น˜๊ฐ€ ๋ณ€ํ•จ์—†์ด ์ง€์†๋œ๋‹ค๋Š” ๊ฒƒ์ด
07:14
but said, "It reminds me of one thing
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07:16
and that's the value of the brand has stayed consistent." (Laughter)
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์—ฐ์ƒ๋˜๋Š” ๊ตฐ์š”." ๋ผ๊ณ  ๋ง์ด์ฃ . (์›ƒ์Œ)
07:20
Which backs up my point and shows he didn't even
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์ด๊ฒƒ์€ ์ œ ์ฃผ์žฅ์„ ๋’ท๋ฐ›์นจํ•˜๊ณ , ๊ทธ๊ฐ€ ์ด ๋ง์„ ํ•  ๋•Œ
07:22
break a sweat when he said that.
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์‹ฌ์ง€์–ด ๋•€์กฐ์ฐจ ํ˜๋ฆฌ์ง€ ์•Š์•˜๋‹ค๋Š” ๊ฒƒ์„ ๋ณด์—ฌ์ฃผ์ฃ .
07:24
So that brings me back to the connection with sweat.
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์ด๊ฒƒ์€ ๋‹ค์‹œ ๋•€๊ณผ์˜ ๊ด€๊ณ„๋กœ ๋Œ์•„๊ฐ€๊ฒŒ ํ•˜๋Š”๋ฐ์š”.
07:27
In Mexico, Nike has run a campaign recently
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์ตœ๊ทผ ๋ฉ•์‹œ์ฝ”์—์„œ ๋‚˜์ดํ‚ค๊ฐ€ ์บ ํŽ˜์ธ์„ ๋ฒŒ์˜€์Šต๋‹ˆ๋‹ค.
07:29
called, literally, Bid Your Sweat.
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'๋‹น์‹ ์˜ ๋•€์œผ๋กœ ์ž…์ฐฐํ•˜๋ผ'๋Š” ์บ ํŽ˜์ธ์ด์—ˆ์ฃ .
07:31
So you think about,
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์—ฌ๋Ÿฌ๋ถ„์€ ๋‚˜์ดํ‚ค ์šด๋™ํ™”์—
07:32
these Nike shoes have got sensors in them,
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์„ผ์„œ๊ฐ€ ๋‹ฌ๋ ค ์žˆ๊ฑฐ๋‚˜
07:34
or you're using a Nike FuelBand
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๋‚˜์ดํ‚ค์˜ ํ“จ์–ผ ๋ฐด๋“œ๋ฅผ ์‚ฌ์šฉํ•ด
๊ธฐ๋ณธ์ ์œผ๋กœ ์—ฌ๋Ÿฌ๋ถ„์˜ ์›€์ง์ž„, ์—๋„ˆ์ง€, ์นผ๋กœ๋ฆฌ ์†Œ๋ชจ๋Ÿ‰์„
07:36
that basically tracks your movement, your energy,
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07:38
your calorie consumption.
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์ธก์ •ํ•œ๋‹ค๊ณ  ์ƒ๊ฐํ•˜์‹œ๊ฒ ์ฃ .
07:40
And what's happening here, this is where you've actually
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์‹ค์ œ๋กœ ๋‚˜์ดํ‚ค ์ปค๋ฎค๋‹ˆํ‹ฐ์— ์ฐธ์—ฌํ•˜๊ธฐ๋กœ ๊ฒฐ์ •ํ•˜๊ณ 
07:42
elected to join that Nike community. You've bought into it.
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์‚ฌ๋žŒ๋“ค์€ ์บ ํŽ˜์ธ์— ๋น ์ ธ๋“ญ๋‹ˆ๋‹ค.
07:45
They're not advertising loud messages at you,
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๊ทธ๋“ค์€ ์—ฌ๋Ÿฌ๋ถ„์—๊ฒŒ ์ปค๋‹ค๋ž€ ๋ฉ”์‹œ์ง€๋ฅผ ๊ด‘๊ณ ํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
07:47
and that's where advertising has started to shift now
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๊ทธ๋ฆฌ๊ณ  ์ด๊ฒƒ์ด ๋ฐ”๋กœ ๊ด‘๊ณ ๊ฐ€ ๋ณ€ํ•˜๊ธฐ ์‹œ์ž‘ํ•œ ์ง€์ ์œผ๋กœ
07:49
is into things like services, tools and applications.
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๊ด‘๊ณ ๋Š” ์„œ๋น„์Šค, ๋„๊ตฌ, ์• ํ”Œ๋ฆฌ์ผ€์ด์…˜๊ณผ ๊ฐ™์€ ๊ฒƒ๋“ค๋กœ ๋ณ€ํ•˜๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
07:52
So Nike is literally acting as a well-being partner,
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๋”ฐ๋ผ์„œ ๋‚˜์ดํ‚ค๋Š” ๋ง ๊ทธ๋Œ€๋กœ ์›ฐ๋น™์˜ ๋™๋ฐ˜์ž๋กœ,
07:55
a health and fitness partner and service provider.
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๊ฑด๊ฐ•๊ณผ ํ”ผํŠธ๋‹ˆ์Šค์˜ ๋™๋ฐ˜์ž, ๊ทธ๋ฆฌ๊ณ  ์„œ๋น„์Šค ์ œ๊ณต์ž๋กœ ํ–‰๋™ํ•˜๋Š” ๊ฒ๋‹ˆ๋‹ค.
07:58
So what happens with this is they're saying, "Right,
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๋”ฐ๋ผ์„œ ์—ฌ๊ธฐ์„œ ๋งํ•˜๋Š” ๊ฒƒ์€
08:00
you have a data dashboard. We know how far you've run,
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"์—ฌ๊ธฐ ๋‹น์‹ ์„ ์œ„ํ•œ ๊ณ„๊ธฐํŒ์ด ์žˆ์–ด์š”. ๋‹น์‹ ์ด ์–ผ๋งˆ๋‚˜ ๋งŽ์ด ๋›ฐ๊ณ  ์›€์ง์ด๋Š”์ง€,
08:02
how far you've moved, what your calorie intake, all that sort of stuff.
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๋˜ ๋‹น์‹ ์˜ ์„ญ์ทจ๋Ÿ‰, ๊ทธ๋Ÿฐ ์ข…๋ฅ˜์˜ ๊ฒƒ๋“ค์„ ์•Œ์ฃ .
08:05
What you can do is, the more you run, the more points you get,
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์—ฌ๋Ÿฌ๋ถ„๋“ค์€ ๋” ๋งŽ์ด ๋›ธ์ˆ˜๋ก, ๋” ๋งŽ์€ ์ ์ˆ˜๋ฅผ ๋ฐ›์Šต๋‹ˆ๋‹ค.
08:08
and we have an auction where you can buy Nike stuff
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๊ทธ ์ ์ˆ˜๋กœ ๋‚˜์ดํ‚ค ์ œํ’ˆ์„ ์‚ด ์ˆ˜ ์žˆ๋Š” ๊ฒฝ๋งค๊ฐ€ ์—ด๋ฆด ๊ฑฐ์—์š”.
08:11
but only by proving that you've actually used the product to do stuff."
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ํ•˜์ง€๋งŒ ๋‚˜์ดํ‚ค ์ œํ’ˆ์„ ์‚ฌ์šฉํ•ด์•ผ๋งŒ ์ฐธ์—ฌํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค."
08:15
And you can't come into this. This is purely
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์—ฌ๋Ÿฌ๋ถ„์€ ์—ฌ๊ธฐ์— ์ฐธ์—ฌํ•˜์ง€ ๋ชปํ•ฉ๋‹ˆ๋‹ค.
08:17
for the community that are sweating
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์ด๊ฒƒ์€ ์ˆœ์ „ํžˆ ๋‚˜์ดํ‚ค ์ œํ’ˆ์„ ์‚ฌ์šฉํ•ด ๋•€์„ ํ˜๋ฆฌ๋Š” ์ปค๋ฎค๋‹ˆํ‹ฐ๋ฅผ ์œ„ํ•œ ๊ฒƒ์ด๋‹ˆ๊นŒ์š”.
08:19
using Nike products. You can't buy stuff with pesos.
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ํŽ˜์†Œ๋กœ๋Š” ์ด๋Ÿฐ ๊ฒƒ๋“ค์„ ์‚ด ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
08:21
This is literally a closed environment, a closed auction space.
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์ด๊ฒƒ์€ ๋ง ๊ทธ๋Œ€๋กœ ํ์‡„๋œ ํ™˜๊ฒฝ, ํ์‡„๋œ ๊ฒฝ๋งค ๊ณต๊ฐ„์ž…๋‹ˆ๋‹ค.
08:26
In Africa, you know, airtime has become
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์•„ํ”„๋ฆฌ์นด์—์„œ, ์—ฌ๋Ÿฌ๋ถ„์ด ์•„์‹œ๋‹ค์‹œํ”ผ, ํœด๋Œ€ํฐ ์‚ฌ์šฉ ์‹œ๊ฐ„์€
08:30
literally a currency in its own right.
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๋ง ๊ทธ๋Œ€๋กœ, ๊ทธ ์ž์ฒด๋งŒ์œผ๋กœ ํ†ตํ™”์ž…๋‹ˆ๋‹ค.
08:32
People are used to, because mobile is king,
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์‚ฌ๋žŒ๋“ค์€, ํ•ธ๋“œํฐ์€ ์™•์ด๊ธฐ ๋•Œ๋ฌธ์—,
08:34
they're very, very used to transferring money,
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ํ•ธ๋“œํฐ์œผ๋กœ ์†ก๊ธˆ์„ ํ•˜๊ณ , ๋ˆ์„ ์ง€๋ถˆํ•˜๋Š” ๋ฐ
08:37
making payments via mobile.
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๋งค์šฐ, ๋งค์šฐ ์ต์ˆ™ํ•ฉ๋‹ˆ๋‹ค.
08:39
And one of my favorite examples from a brand perspective
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๊ทธ๋ฆฌ๊ณ  ์ œ๊ฐ€ ๋ธŒ๋žœ๋“œ์˜ ๊ด€์ ์—์„œ ๊ทผ๊ฑฐ๋กœ์จ
08:41
going on is Vodafone, where, in Egypt,
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์ฆ๊ฒจ ๋“œ๋Š” ์‚ฌ๋ก€๋กœ ์ด์ง‘ํŠธ์˜ ๋ณด๋‹คํฐ์ด ์žˆ๋Š”๋ฐ์š”.
08:43
lots of people make purchases in markets
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๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ๊ตฌ์ž…ํ•˜๋ฉฐ
08:46
and very small independent stores.
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์•„์ฃผ ์ž‘์€ ๋…๋ฆฝ ์†Œ๋งค์ ๋“ค์ด ์žˆ์Šต๋‹ˆ๋‹ค.
08:48
Loose change, small change is a real problem,
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๋™์ „, ์ž”๋ˆ์€ ์‹ฌ๊ฐํ•œ ๋ฌธ์ œ์ž…๋‹ˆ๋‹ค.
08:50
and what tends to happen is you buy a bunch of stuff,
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์—ฌ๋Ÿฌ๋ถ„์ด ๋ฌผ๊ฑด์„ ๊ตฌ๋งคํ•  ๋•Œ์—๋Š”
์—ฌ๋Ÿฌ๋ถ„์€ ๊ฑฐ์Šค๋ฆ„ ๋ˆ์œผ๋กœ
08:53
you're due, say,
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10 ์„ผํŠธ, 20์„ผํŠธ๋ฅผ ๋ฐ›์„ ๊ฑฐ๋ผ๊ณ  ๊ธฐ๋Œ€ํ•˜์ง€๋งŒ
08:54
10 cents, 20 cents in change.
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08:56
The shopkeepers tend to give you things like an onion
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๊ฐ€๊ฒŒ ์ฃผ์ธ์€ ์–‘ํŒŒ๋‚˜ ์•„์Šคํ”ผ๋ฆฐ, ๊ปŒ ๋ช‡ ๊ฐœ๋กœ
08:58
or an aspirin, or a piece of gum,
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๊ฑฐ์Šค๋ฆ„ ๋ˆ์„ ๋Œ€์‹ ํ•˜๋ ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค.
09:00
because they don't have small change.
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์™œ๋ƒํ•˜๋ฉด ๊ทธ๋“ค์€ ์ž”๋ˆ์ด ์—†๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
09:02
So when Vodafone came in and saw this problem,
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๋”ฐ๋ผ์„œ ๋ณด๋‹คํฐ์ด ๋“ค์–ด์™€ ์ด ๋ฌธ์ œ, ๊ณ ๊ฐ์˜ ๋ถˆ๋งŒ์‚ฌํ•ญ์„
09:04
this consumer pain point, they created
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์•Œ๊ฒŒ ๋˜์—ˆ์„ ๋•Œ, ๊ทธ๋“ค์€ ํŒŒ์นด(Fakka)๋ผ๊ณ  ํ•˜๋Š”
09:05
some small change which they call Fakka,
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์ž”๋ˆ์„ ๋งŒ๋“ค์—ˆ๋Š”๋ฐ,
09:07
which literally sits and is given
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์ด๊ฒƒ์ด ๊ทธ๋Œ€๋กœ ์ •์ฐฉ๋˜์–ด,
09:09
by the shopkeepers to people,
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๊ฐ€๊ฒŒ ์ฃผ์ธ์ด ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ฃผ๋ฉด
09:11
and it's credit that goes straight onto their mobile phone.
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๊ณง๋ฐ”๋กœ ํ•ธ๋“œํฐ ํ†ตํ™” ์‹œ๊ฐ„์„ ๋Š˜๋ ค์ค๋‹ˆ๋‹ค.
09:14
So this currency becomes credit, which again,
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์ฆ‰ ์ž”๋ˆ์ด ํ†ตํ™” ์‹œ๊ฐ„์ด ๋œ๊ฑฐ์ฃ .
09:16
is really, really interesting.
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์ •๋ง ๊ต‰์žฅํžˆ ํฅ๋ฏธ๋กœ์šด ์ผ์ž…๋‹ˆ๋‹ค.
09:18
And we did a survey that backs up the fact that,
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์ €ํฌ๊ฐ€ ์ง„ํ–‰ํ•œ ์„ค๋ฌธ์กฐ์‚ฌ๊ฐ€ ๋’ท๋ฐ›์นจํ•˜๋Š” ์‚ฌ์‹ค์€,
09:20
you know, 45 percent of people
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์ฆ‰, ๋ฏธ๊ตญ์˜ ์ด ์ค‘์š”ํ•œ ์ธ๊ตฌ ํ†ต๊ณ„์—์„œ
09:22
in this very crucial demographic in the U.S.
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45ํผ์„ผํŠธ์˜ ์‚ฌ๋žŒ๋“ค์ด
09:25
were saying that they're comfortable using
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๋…๋ฆฝ์ ์ธ ๋˜๋Š” ๋ธŒ๋žœ๋“œํ™”๋œ ํ†ตํ™”๋ฅผ
09:27
an independent or branded currency.
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์‚ฌ์šฉํ•˜๋Š” ๊ฒƒ์„ ํŽธํ•˜๊ฒŒ ๋Š๋‚€๋‹ค๊ณ  ๋‹ตํ–ˆ์Šต๋‹ˆ๋‹ค.
09:30
So that's getting really interesting here,
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์ ์  ํฅ๋ฏธ์ง„์ง„ํ•ด์ง€๋Š”๋ฐ์š”.
๋งค์šฐ ํฅ๋ฏธ๋กœ์šด ์ƒํ™ฉ์ด ๋ฒŒ์–ด์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
09:32
a really interesting dynamic going on.
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09:34
And you think, corporations
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ธฐ์—…์ด
09:35
should start taking their assets and thinking of them
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์ž์‹ ๋“ค์˜ ์ž์‚ฐ์„ ๊ฐ€์ ธ๋‹ค๊ฐ€ ๋‹ค๋ฅธ ๋ฐฉ์‹์œผ๋กœ
09:38
in a different way and trading them.
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๊ฑฐ๋ž˜ํ•  ์ˆ˜ ์žˆ์„์ง€ ์ƒ๊ฐํ•ด์•ผ ํ•œ๋‹ค๊ณ  ๋ณด์‹œ๊ฒ ์ฃ .
09:40
And you think, is it much of a leap?
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๋„ˆ๋ฌด ๊ฑด๋„ˆ ๋›ด ๊ฒŒ ์•„๋‹ˆ๋ƒ๊ณ  ์ƒ๊ฐํ•˜์‹ค์ง€ ๋ชจ๋ฅด๊ฒ ๋„ค์š”.
09:43
It seems farfetched, but when you think about it,
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ํ—ˆํ™ฉ๋œ ๊ฒƒ์ฒ˜๋Ÿผ ๋ณด์ด์ง€๋งŒ, ๋‹ค์‹œ ์ƒ๊ฐํ•ด ๋ณด๋ฉด
09:46
in America in 1860,
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1860๋…„ ๋ฏธ๊ตญ์—์„œ๋Š”
09:49
there were 1,600 corporations issuing banknotes.
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1,600๊ฐœ์˜ ํšŒ์‚ฌ์—์„œ ์•ฝ์† ์–ด์Œ์„ ๋ฐœํ–‰ํ–ˆ์Šต๋‹ˆ๋‹ค.
09:53
There were 8,000 kinds of notes in America.
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๋ฏธ๊ตญ์—๋Š” 8,000 ๊ฐ€์ง€์˜ ์•ฝ์† ์–ด์Œ์ด ์žˆ์—ˆ์ฃ .
09:56
And the only thing that stopped that,
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๊ทธ๋ฆฌ๊ณ  ์ด๊ฒƒ์„ ์ค‘๋‹จ์‹œํ‚จ ์œ ์ผํ•œ ๊ฒƒ์€
09:57
the government controlled four percent of the supply,
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๋ฐ”๋กœ ์ „์ฒด ๊ณต๊ธ‰์˜ 4ํผ์„ผํŠธ๋งŒ์„ ํ†ต์ œํ•˜๋Š” ์ •๋ถ€์˜€๊ณ ,
10:00
and the only thing that stopped it
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์ด๊ฒƒ์„ ์ค‘๋‹จ์‹œํ‚จ ์œ ์ผํ•œ ๊ฒƒ์€
์‹œ๋ฏผ ์ „์Ÿ์ด ํ„ฐ์ ธ์„œ
10:02
was the Civil War breaking out,
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10:03
and the government suddenly wanted to take control of the money.
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์ •๋ถ€์—์„œ ๊ฐ‘์ž๊ธฐ ๋ˆ์„ ํ†ต์ œํ•  ํ•„์š”๊ฐ€ ์ƒ๊ฒผ์„ ๋•Œ์˜€์Šต๋‹ˆ๋‹ค.
10:06
So government, money, war, nothing changes there, then.
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๋”ฐ๋ผ์„œ ์ •๋ถ€, ๋ˆ, ์ „์Ÿ. ์•„๋ฌด๊ฒƒ๋„ ๋ณ€ํ•˜์ง€ ์•Š์•˜์ฃ .
10:10
So what I'm going to ask is, basically,
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์ด์ œ ์ œ๊ฐ€ ๋ง์”€๋“œ๋ฆฌ๊ณ ์ž ํ•˜๋Š” ๊ฒƒ์€, ๊ทผ๋ณธ์ ์œผ๋กœ,
10:13
is history repeating itself?
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์—ญ์‚ฌ๊ฐ€ ๋˜ํ’€์ด ๋  ๊ฒƒ์ธ๊ฐ€ํ•˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:15
Is technology making paper money feel outmoded?
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๊ธฐ์ˆ ์ด ์ง€ํ๋ฅผ ์œ ํ–‰์—์„œ ๋’ค๋–จ์–ด์ง„ ๊ฒƒ์œผ๋กœ ๋งŒ๋“ค๊ฒŒ ๋ ๊นŒ์š”?
10:19
Are we decoupling money from the government?
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์šฐ๋ฆฌ๋Š” ์ •๋ถ€๋กœ๋ถ€ํ„ฐ ํ™”ํ๋ฅผ ๋ถ„๋ฆฌ์‹œํ‚ค๊ฒŒ ๋ ๊นŒ์š”?
10:21
You know, you think about, brands are starting to fill the gaps.
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์•„์‹œ๋‹ค์‹œํ”ผ, ๋ธŒ๋žœ๋“œ๊ฐ€ ๊ทธ ๊ฐ„๊ทน์„ ๋ฉ”์šฐ๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
10:24
Corporations are filling gaps that governments can't afford to fill.
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ํšŒ์‚ฌ๋Š” ์ •๋ถ€๊ฐ€ ์ฑ„์šธ ์ˆ˜ ์—†์—ˆ๋˜ ๊ฐ„๊ทน์„ ๋ฉ”์šฐ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
10:28
So I think, you know, will we be standing on stage
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๊ทธ๋ž˜์„œ ๋“œ๋Š” ์ƒ๊ฐ์€, ์šฐ๋ฆฌ๊ฐ€ ๋ฌด๋Œ€ ์œ„์—์„œ ๋‚ด๋…„์ฏค์—
10:30
buying a coffee -- organic, fair trade coffee -- next year
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์œ ๊ธฐ๋†, ๊ณต์ • ๋ฌด์—ญ ์ปคํ”ผ๋ฅผ TED์˜ ํ”Œ๋กœ๋ฆฐ์ด๋‚˜ TED์˜ ์‹ค๋ง ๋“ฑ์œผ๋กœ
10:34
using TED florins or TED shillings?
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๊ตฌ๋งคํ•˜๊ณ  ์žˆ์„์ˆ˜ ์žˆ์„๊นŒ์š”?
10:37
Thank you very much.
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๋Œ€๋‹จํžˆ ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
10:39
(Applause)
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(๋ฐ•์ˆ˜)
10:41
Thank you. (Applause)
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๊ณ ๋ง™์Šต๋‹ˆ๋‹ค. (๋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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