Shimpei Takahashi: Play this game to come up with original ideas

Prevodilac: Ljiljana Colic Lektor: Mile Živković

Hello.

Zdravo.

I'm a toy developer.

Ja osmišljavam igračke.

With a dream of creating new toys that have never been seen before,

Pre devet godina sam počeo da radim u jednoj kompaniji igračaka

I began working at a toy company nine years ago.

sa snom da stvaram igračke koje nikad niko nije video.

When I first started working there,

Kada sam počeo da radim tamo,

I proposed many new ideas to my boss every day.

svom šefu sam svaki dan predlagao nove ideje.

However, my boss always asked

Međutim, moj šef me je uvek pitao

if I had the data to prove it would sell,

da li imam podatke koji će dokazati da će se proizvod prodavati,

and asked me to think of product development after analyzing market data.

i rekao mi da razmišljam o razvoju proizvoda nakon analize tržišnih podataka.

Data, data, data.

Podaci, podaci, podaci.

So I analyzed the market data before thinking of a product.

I tako sam ja analizirao tržišne podatke pre razmišljanja o proizvodu.

However, I was unable to think of anything new at that moment.

Međutim, u tom trenutku ništa novo mi nije padalo na pamet.

(Laughter)

(Smeh)

My ideas were unoriginal.

Moje ideje nisu bile originalne.

I wasn't getting any new ideas and I grew tired of thinking.

Nisu mi dolazile nove ideje i umorio sam se od razmišljanja.

It was so hard that I became this skinny.

Bilo je toliko teško da sam postao ovako mršav.

(Laughter)

(Smeh)

It's true. (Applause)

Istina je. (Aplauz)

You've all probably had similar experiences and felt this way too.

Svi ste vi verovatno imali slična iskustva i isto se ovako osećali.

Your boss was being difficult. The data was difficult.

Šef vam je pravio teškoće. Podaci su bili teški.

You become sick of thinking.

Smučilo vam se od razmišljanja.

Now, I throw out the data.

Ja sada odbacujem podatke.

It's my dream to create new toys.

Moj je san da stvaram nove igračke.

And now, instead of data,

I sada, umesto podataka,

I'm using a game called Shiritori to come up with new ideas.

koristim igru koja se zove Širitori kako bih došao do novih ideja.

I would like to introduce this method today.

Želim da danas predstavim ovaj metod.

What is Shiritori?

Šta je Širitori?

Take apple, elephant and trumpet, for example.

Uzmite, na primer, jabuku, slona ili trubu.

It's a game where you take turns saying words

To je igra gde naizmenično govorite reči

that start with the last letter of the previous word.

koje počinju na zadnje slovo prethodne reči.

It's the same in Japanese and English.

Isto je i na japanskom i na engleskom.

You can play Shiritori as you like:

Možete da igrate Širitori kako god želite:

"neko, kora, raibu, burashi," etc, etc. [Cat, cola, concert, brush]

„neko, kora, raibu, buraši,” itd, itd. [Mačka, kola, koncert, četka]

Many random words will come out.

Mnogo uobičajenih reči će se izredati.

You force those words to connect to what you want to think of and form ideas.

Terate te reči da se vežu za ono o čemu želite da mislite i oblikujete ideje.

In my case, for example, since I want to think of toys,

U mom slučaju, na primer, pošto ja želim da razmišljam o igračkama,

what could a toy cat be?

kakva bi mogla da bude igračka mačka?

A cat that lands after doing a somersault from a high place?

Mačka koja se spušta nakon izvođenja salta sa nekog visokog mesta?

How about a toy with cola?

Šta mislite o igrački sa kolom?

A toy gun where you shoot cola and get someone soaking wet?

Pištolj igračka kojim pucate u kolu i skvasite sviju do kože?

(Laughter)

(Smeh)

Ridiculous ideas are okay. The key is to keep them flowing.

Smešne ideje su u redu. Ključno je da samo naviru.

The more ideas you produce, you're sure to come up with some good ones, too.

Što više ideja smislite, zagarantovano je da ćete doći na nekoliko dobrih ideja.

A brush, for example. Can we make a toothbrush into a toy?

Četka, na primer. Možemo li od četkice za zube napraviti igračku?

We could combine a toothbrush with a guitar and --

Možemo spojiti četkicu za zube sa gitarom i -

(Music noises) --

(Zvuci muzike) -

you've got a toy you can play with while brushing your teeth.

dobiti igračku sa kojom se možete igrati dok perete zube.

(Laughter) (Applause)

(Smeh) (Aplauz)

Kids who don't like to brush their teeth might begin to like it.

Deca koja ne vole da peru zube možda to i zavole.

Can we make a hat into a toy?

Možemo li napraviti igračku od šešira?

How about something like a roulette game, where you try the hat on one by one,

Kako bi bilo nešto poput igre ruleta, gde jedan za drugim stavljate šešir,

and then, when someone puts it on, a scary alien breaks through the top

i zatim, kad neko stavi šešir, strašni vanzemaljac izbije iz vrha

screaming, "Ahh!"

i vrisne „Aaa!”

I wonder if there would be a demand for this at parties?

Pitam se da li bi bilo potražnje za ovim na zabavama?

Ideas that didn't come out while you stare at the data will start to come out.

Počeće da naviru ideje koje nisu navirale dok ste zurili u podatke.

Actually, this bubble wrap, which is used to pack fragile objects,

Zapravo, kada se ovaj mehurasti omot kojim se pakuju osetljivi predmeti

combined with a toy, made Mugen Pop Pop,

poveže sa igračkom, dobijemo Mugen puc puca,

a toy where you can pop the bubbles as much as you like.

igračku na kojoj možete pucati mehuriće koliko vam volja.

It was a big hit when it reached stores.

Postala je veliki hit kad je stigla u prodavnice.

Data had nothing to do with its success.

Podaci nisu imali ništa sa tim uspehom.

Although it's only popping bubbles,

Iako je to samo pucanje mehurića,

it's a great way to kill time,

odličan je način da se ubije vreme,

so please pass this around

tako da vas molim da danas proširite reč

amongst yourselves today and play with it.

između sebe i igrate se sa ovom igračkom.

(Applause)

(Aplauz)

Anyway, you continue to come up with useless ideas.

U svakom slučaju, nastave da vam dolaze beskorisne ideje.

Think up many trivial ideas, everyone.

Smislite svi mnogo sitnih ideja.

If you base your ideas on data analysis and know what you're aiming for,

Ako zasnivate svoje ideje na analizi podataka i znate na šta ciljate,

you'll end up trying too hard,

uložićete previše truda

and you can't produce new ideas.

i nećete moći osmisliti nove ideje.

Even if you know what your aim is,

Čak i kad znate šta vam je cilj,

think of ideas as freely as if you were throwing darts with your eyes closed.

razmišljajte o idejama slobodno, kao kada biste igrali pikado sa zatvorenim očima.

If you do this, you surely will hit somewhere near the center.

Ako uradite ovo, sigurno ćete pogoditi negde blizu centra.

At least one will.

Barem će jedna strelica pogoditi.

That's the one you should choose.

To je ta koju treba da izaberete.

If you do so, that idea will be in demand

Ako to uradite, ideja će biti u potražnji

and, moreover, it will be brand new.

i štaviše, biće potpuno nova.

That is how I think of new ideas.

Tako ja razmišljam o novim idejama.

It doesn't have to be Shiritori; there are many different methods.

To ne mora da bude Širitori; postoji mnogo drugih metoda.

You just have to choose words at random.

Samo treba da birate reči nasumično.

You can flip through a dictionary and choose words at random.

Možete da listate rečnik i da birate reči nasumično.

For example, you could look up two random letters and gather the results

Na primer, možete da nađete dva nasumična slova i sakupite rezultate

or go to the store and connect product names

ili da odete u prodavnicu i povežete imena proizvoda

with what you want to think of.

sa onim o čemu želite da razmišljate.

The point is to gather random words,

Svrha je da sakupljate nasumične reči,

not information from the category you're thinking for.

a ne podatke iz kategorije o kojoj razmišljate.

If you do this, the ingredients for the association of ideas are collected

Ako to uradite, vi ćete sakupiti sastojke za udruživanje ideja

and form connections that will produce many ideas.

i obrazovati veze koje će proizvesti mnogo ideja.

The greatest advantage to this method is the continuous flow of images.

Najveća prednost ovog metoda jeste neprestani tok slika.

Because you're thinking of one word after another,

Slika prethodne reči ostaje sa vama

the image of the previous word is still with you.

jer smišljate reči jednu za drugom.

That image will automatically be related with future words.

Ta slika će automatski biti povezana sa narednim rečima.

Unconsciously, a concert will be connected to a brush

Nesvesno, koncert će biti povezan sa četkom

and a roulette game will be connected to a hat.

a igra ruleta će biti povezana sa šeširom.

You wouldn't even realize it.

Nećete to ni primetiti.

You can come up with ideas that you wouldn't have thought of otherwise.

Možete doći na ideje o kojima inače ne biste razmišljali.

This method is, of course, not just for toys.

Ovaj metod, naravno, nije samo za igračke.

You can collect ideas for books, apps, events, and many other projects.

Možete da sakupljate ideje za knjige, aplikacije, događaje,

I hope you all try this method.

i mnoge druge projekte. Nadam se da ćete svi isprobati ovaj metod.

There are futures that are born from data.

Postoje budućnosti koje su stvorene na podacima.

However, using this silly game called Shiritori,

Međutim, koristeći ovu luckastu igru zvanu Širitori,

I look forward to the exciting future you will create,

radujem se uzbudljivoj budućnosti koju ćete vi stvoriti,

a future you couldn't even imagine.

budućnosti koju ne možete ni da zamislite.

Thank you very much.

Hvala vam puno.

(Applause)

(Aplauz)