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

173,658 views ・ 2015-03-12

TED


Please double-click on the English subtitles below to play the video.

Prevodilac: Ljiljana Colic Lektor: Mile Živković
00:14
Hello.
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Zdravo.
00:16
I'm a toy developer.
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Ja osmišljavam igračke.
00:18
With a dream of creating new toys that have never been seen before,
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Pre devet godina sam počeo da radim u jednoj kompaniji igračaka
00:22
I began working at a toy company nine years ago.
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sa snom da stvaram igračke koje nikad niko nije video.
00:26
When I first started working there,
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Kada sam počeo da radim tamo,
00:28
I proposed many new ideas to my boss every day.
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svom šefu sam svaki dan predlagao nove ideje.
00:32
However, my boss always asked
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Međutim, moj šef me je uvek pitao
00:34
if I had the data to prove it would sell,
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da li imam podatke koji će dokazati da će se proizvod prodavati,
00:37
and asked me to think of product development after analyzing market data.
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i rekao mi da razmišljam o razvoju proizvoda nakon analize tržišnih podataka.
00:40
Data, data, data.
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Podaci, podaci, podaci.
00:42
So I analyzed the market data before thinking of a product.
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I tako sam ja analizirao tržišne podatke pre razmišljanja o proizvodu.
00:46
However, I was unable to think of anything new at that moment.
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Međutim, u tom trenutku ništa novo mi nije padalo na pamet.
00:51
(Laughter)
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(Smeh)
00:52
My ideas were unoriginal.
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Moje ideje nisu bile originalne.
00:54
I wasn't getting any new ideas and I grew tired of thinking.
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Nisu mi dolazile nove ideje i umorio sam se od razmišljanja.
00:58
It was so hard that I became this skinny.
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Bilo je toliko teško da sam postao ovako mršav.
01:03
(Laughter)
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(Smeh)
01:05
It's true. (Applause)
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Istina je. (Aplauz)
01:08
You've all probably had similar experiences and felt this way too.
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Svi ste vi verovatno imali slična iskustva i isto se ovako osećali.
01:12
Your boss was being difficult. The data was difficult.
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Šef vam je pravio teškoće. Podaci su bili teški.
01:14
You become sick of thinking.
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Smučilo vam se od razmišljanja.
01:16
Now, I throw out the data.
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Ja sada odbacujem podatke.
01:19
It's my dream to create new toys.
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Moj je san da stvaram nove igračke.
01:22
And now, instead of data,
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I sada, umesto podataka,
01:24
I'm using a game called Shiritori to come up with new ideas.
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koristim igru koja se zove Širitori kako bih došao do novih ideja.
01:29
I would like to introduce this method today.
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Želim da danas predstavim ovaj metod.
01:32
What is Shiritori?
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Šta je Širitori?
01:34
Take apple, elephant and trumpet, for example.
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Uzmite, na primer, jabuku, slona ili trubu.
01:37
It's a game where you take turns saying words
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To je igra gde naizmenično govorite reči
01:39
that start with the last letter of the previous word.
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koje počinju na zadnje slovo prethodne reči.
01:41
It's the same in Japanese and English.
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Isto je i na japanskom i na engleskom.
01:43
You can play Shiritori as you like:
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Možete da igrate Širitori kako god želite:
01:46
"neko, kora, raibu, burashi," etc, etc. [Cat, cola, concert, brush]
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„neko, kora, raibu, buraši,” itd, itd. [Mačka, kola, koncert, četka]
01:49
Many random words will come out.
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Mnogo uobičajenih reči će se izredati.
01:52
You force those words to connect to what you want to think of and form ideas.
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Terate te reči da se vežu za ono o čemu želite da mislite i oblikujete ideje.
01:57
In my case, for example, since I want to think of toys,
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U mom slučaju, na primer, pošto ja želim da razmišljam o igračkama,
02:00
what could a toy cat be?
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kakva bi mogla da bude igračka mačka?
02:03
A cat that lands after doing a somersault from a high place?
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Mačka koja se spušta nakon izvođenja salta sa nekog visokog mesta?
02:07
How about a toy with cola?
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Šta mislite o igrački sa kolom?
02:09
A toy gun where you shoot cola and get someone soaking wet?
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Pištolj igračka kojim pucate u kolu i skvasite sviju do kože?
02:12
(Laughter)
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(Smeh)
02:13
Ridiculous ideas are okay. The key is to keep them flowing.
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Smešne ideje su u redu. Ključno je da samo naviru.
02:16
The more ideas you produce, you're sure to come up with some good ones, too.
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Što više ideja smislite, zagarantovano je da ćete doći na nekoliko dobrih ideja.
02:21
A brush, for example. Can we make a toothbrush into a toy?
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Četka, na primer. Možemo li od četkice za zube napraviti igračku?
02:26
We could combine a toothbrush with a guitar and --
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Možemo spojiti četkicu za zube sa gitarom i -
02:30
(Music noises) --
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(Zvuci muzike) -
02:32
you've got a toy you can play with while brushing your teeth.
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dobiti igračku sa kojom se možete igrati dok perete zube.
02:35
(Laughter) (Applause)
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(Smeh) (Aplauz)
02:37
Kids who don't like to brush their teeth might begin to like it.
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Deca koja ne vole da peru zube možda to i zavole.
02:41
Can we make a hat into a toy?
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Možemo li napraviti igračku od šešira?
02:44
How about something like a roulette game, where you try the hat on one by one,
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Kako bi bilo nešto poput igre ruleta, gde jedan za drugim stavljate šešir,
02:48
and then, when someone puts it on, a scary alien breaks through the top
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i zatim, kad neko stavi šešir, strašni vanzemaljac izbije iz vrha
02:53
screaming, "Ahh!"
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i vrisne „Aaa!”
02:55
I wonder if there would be a demand for this at parties?
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Pitam se da li bi bilo potražnje za ovim na zabavama?
02:58
Ideas that didn't come out while you stare at the data will start to come out.
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Počeće da naviru ideje koje nisu navirale dok ste zurili u podatke.
03:03
Actually, this bubble wrap, which is used to pack fragile objects,
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Zapravo, kada se ovaj mehurasti omot kojim se pakuju osetljivi predmeti
03:09
combined with a toy, made Mugen Pop Pop,
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poveže sa igračkom, dobijemo Mugen puc puca,
03:14
a toy where you can pop the bubbles as much as you like.
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igračku na kojoj možete pucati mehuriće koliko vam volja.
03:17
It was a big hit when it reached stores.
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Postala je veliki hit kad je stigla u prodavnice.
03:20
Data had nothing to do with its success.
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Podaci nisu imali ništa sa tim uspehom.
03:22
Although it's only popping bubbles,
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Iako je to samo pucanje mehurića,
03:25
it's a great way to kill time,
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odličan je način da se ubije vreme,
03:27
so please pass this around
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tako da vas molim da danas proširite reč
03:29
amongst yourselves today and play with it.
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između sebe i igrate se sa ovom igračkom.
03:32
(Applause)
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(Aplauz)
03:36
Anyway, you continue to come up with useless ideas.
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U svakom slučaju, nastave da vam dolaze beskorisne ideje.
03:39
Think up many trivial ideas, everyone.
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Smislite svi mnogo sitnih ideja.
03:41
If you base your ideas on data analysis and know what you're aiming for,
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Ako zasnivate svoje ideje na analizi podataka i znate na šta ciljate,
03:45
you'll end up trying too hard,
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uložićete previše truda
03:48
and you can't produce new ideas.
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i nećete moći osmisliti nove ideje.
03:50
Even if you know what your aim is,
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Čak i kad znate šta vam je cilj,
03:52
think of ideas as freely as if you were throwing darts with your eyes closed.
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razmišljajte o idejama slobodno, kao kada biste igrali pikado sa zatvorenim očima.
03:56
If you do this, you surely will hit somewhere near the center.
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Ako uradite ovo, sigurno ćete pogoditi negde blizu centra.
03:59
At least one will.
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Barem će jedna strelica pogoditi.
04:00
That's the one you should choose.
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To je ta koju treba da izaberete.
04:02
If you do so, that idea will be in demand
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Ako to uradite, ideja će biti u potražnji
04:05
and, moreover, it will be brand new.
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i štaviše, biće potpuno nova.
04:08
That is how I think of new ideas.
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Tako ja razmišljam o novim idejama.
04:10
It doesn't have to be Shiritori; there are many different methods.
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To ne mora da bude Širitori; postoji mnogo drugih metoda.
04:13
You just have to choose words at random.
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Samo treba da birate reči nasumično.
04:15
You can flip through a dictionary and choose words at random.
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Možete da listate rečnik i da birate reči nasumično.
04:18
For example, you could look up two random letters and gather the results
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Na primer, možete da nađete dva nasumična slova i sakupite rezultate
04:22
or go to the store and connect product names
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ili da odete u prodavnicu i povežete imena proizvoda
04:26
with what you want to think of.
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sa onim o čemu želite da razmišljate.
04:29
The point is to gather random words,
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Svrha je da sakupljate nasumične reči,
04:33
not information from the category you're thinking for.
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a ne podatke iz kategorije o kojoj razmišljate.
04:36
If you do this, the ingredients for the association of ideas are collected
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Ako to uradite, vi ćete sakupiti sastojke za udruživanje ideja
04:42
and form connections that will produce many ideas.
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i obrazovati veze koje će proizvesti mnogo ideja.
04:45
The greatest advantage to this method is the continuous flow of images.
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Najveća prednost ovog metoda jeste neprestani tok slika.
04:49
Because you're thinking of one word after another,
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Slika prethodne reči ostaje sa vama
04:52
the image of the previous word is still with you.
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jer smišljate reči jednu za drugom.
04:54
That image will automatically be related with future words.
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Ta slika će automatski biti povezana sa narednim rečima.
04:57
Unconsciously, a concert will be connected to a brush
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Nesvesno, koncert će biti povezan sa četkom
05:00
and a roulette game will be connected to a hat.
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a igra ruleta će biti povezana sa šeširom.
05:02
You wouldn't even realize it.
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Nećete to ni primetiti.
05:03
You can come up with ideas that you wouldn't have thought of otherwise.
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Možete doći na ideje o kojima inače ne biste razmišljali.
05:07
This method is, of course, not just for toys.
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Ovaj metod, naravno, nije samo za igračke.
05:09
You can collect ideas for books, apps, events, and many other projects.
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Možete da sakupljate ideje za knjige, aplikacije, događaje,
05:13
I hope you all try this method.
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i mnoge druge projekte. Nadam se da ćete svi isprobati ovaj metod.
05:18
There are futures that are born from data.
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Postoje budućnosti koje su stvorene na podacima.
05:21
However, using this silly game called Shiritori,
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Međutim, koristeći ovu luckastu igru zvanu Širitori,
05:25
I look forward to the exciting future you will create,
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radujem se uzbudljivoj budućnosti koju ćete vi stvoriti,
05:28
a future you couldn't even imagine.
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budućnosti koju ne možete ni da zamislite.
05:32
Thank you very much.
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Hvala vam puno.
05:34
(Applause)
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(Aplauz)
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