Joseph Pine: What consumers want

翻译人员: Halei Liu 校对人员: Jenny Yang

I'm going to talk about a very fundamental change that is going on

我今天将要来谈谈在这个现代经济社会

in the very fabric of the modern economy.

发生的十分根本的变化。

And to talk about that, I'm going to go back to the beginning,

要谈论哲学， 我就要从开始谈起，

because in the beginning were commodities.

因为这一切都是从产品开始的

Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:

产品就是你从地里种出来的，从地里种出来或长出来：

basically, animal, mineral, vegetable.

基本上，动物，矿物，植物。

And then you extract them out of the ground,

然后把它们从地里提取出来，

and sell them on the open marketplace.

再将他们从自由市场中售出。

Commodities were the basis of the agrarian economy

产品是上千年农业经济

that lasted for millennia.

的基础。

But then along came the industrial revolution,

然后接下来有了工业革命，

and then goods became the predominant economic offering,

然后货物就占了主导经济的主要提供品，

where we used commodities as a raw material

那就是将原产品当作原材料

to be able to make or manufacture goods.

用以加工和制作成商品。

So, we moved from an agrarian economy to an industrial economy.

所以，我们就从农业经济转到了工业经济。

Well, what then happened over the last 50 or 60 years,

那么，在上50-60年又发生了什么，

is that goods have become commoditized.

那就是货物又商品化了。

Commoditized: where they're treated like a commodity,

商品化：那就是货物变的和原始商品一样，

where people don't care who makes them.

人们不用考虑谁制造商品。

They just care about three things and three things only:

他们只考虑到了3件事，只有3件事：

price, price and price.

价格，价格和价格。

Now, there's an antidote to commoditization,

现在，商品化还有一个解毒剂，

and that is customization.

那就是个性化。

My first book was called "Mass Customization" --

我的第一本书叫做“大规模个性化” --

it came up a couple of times yesterday --

昨天大家多次提到这个问题

and how I discovered this progression of economic value

而我发现这个经济价值的过程

was realizing that customizing a good

是认识到货物的个性化过程

automatically turned it into a service,

自动地将货物转换为一种服务，

because it was done just for a particular person,

因为他就为一些特定的人而做，

because it wasn't inventoried,

就因为它不用库存

it was delivered on demand to that individual person.

他是为个人的要求而定做的。

So, we moved from an industrial economy to a service-based economy.

所以我们从工业经济转到独立的个人。

But over the past 10 or 20 years, what's happened is that

但是就在上10到20年，所发生的是

services are being commoditized as well.

服务业也被商品化了。

Long-distance telephone service sold on price, price, price;

远距离电话服务就在于价格，价格，价格；

fast-food restaurants with all their value pricing;

快餐店提供了合理的价格

and even the Internet is commoditizing not just goods,

不仅仅是货物，就连互联网也被大众化了，

but services as well.

连服务也大众化了

What that means is that it's time

那意味着

to move to a new level of economic value.

转战到一个新的经济价值的时候到了

Time to go beyond the goods and the services,

超越货物及其服务的时候到了

and use, in that same heuristic, what happens when you customize a service?

然后运用，套用同样的逻辑，当你个性化服务时又会发生什么？

What happens when you design a service that is so appropriate for a particular person --

当你为某个人去设计一个特别合适那个人需要的服务时

that's exactly what they need at this moment in time?

提供了他们正需要的东西是，是怎样的一个情形？

Then you can't help but make them go "wow";

那么你就不会不让他们大声惊叹

you can't help but turn it into a memorable event --

你会不自觉的把它变成一个值得纪念的事情

you can't help but turn it into an experience.

你会不自觉的把它变成了一种体验。

So we're shifting to an experience economy,

所以我们又来到了体验经济，

where experiences are becoming the predominant economic offering.

体验就为了主要的卖点

Now most places that I talk to,

在我大多数演讲的地方，

when I talk about experience, I talk about Disney --

当我在讲解体验的时候，我谈到迪士尼 --

the world's premier experience-stager.

世界最初体验舞台。

I talk about theme restaurants, and experiential retail,

我谈谈主题餐馆，一个体验性的零售机构，

and boutique hotels, and Las Vegas --

精品旅馆，和拉斯维加斯 --

the experience capital of the world.

世界体验的首都。

But here, when you think about experiences,

但是这里，当你在想体验的时候，

think about Thomas Dolby and his group, playing music.

想想托马斯都比和他的团队，在演奏音乐。

Think about meaningful places.

想想有意义的地方。

Think about drinking wine,

想想品尝红酒，

about a journey to the Clock of the Long Now.

想想一次去永久时钟的旅行。

Those are all experiences. Think about TED itself.

那些都是体验。想想TED本身。

The experience capital in the world of conferences.

会议世界的体验中心。

All of these are experiences.

这些都是体验。

Now, over the last several years I spent a lot of time in Europe,

现在，在过去几年里，我在欧洲待了不少时间，

and particularly in the Netherlands,

特别是在荷兰，

and whenever I talk about the experience economy there,

一旦当我在那谈到体验经济的时候，

I'm always greeted at the end with one particular question,

我总会被问到一个特定的问题，

almost invariably.

几乎是不变的。

And the question isn't really so much a question

而且是一个称不上是什么问题的问题

as an accusation.

几乎就像指控一般。

And the Dutch, when they usually put it,

而且那些荷兰人，当他们提起来这个问题的时候，

it always starts with the same two words.

一般都用五个字来开头。

You know the words I mean?

你知道我指的是那五个吗？

You Americans.

你们美国佬。

They say, you Americans.

他们说到，你们美国佬。

You like your fantasy environments,

你们喜欢你们幻想的环境，

your fake, your Disneyland experiences.

你们造假，你们的迪士尼乐园体验，

They say, we Dutch, we like real,

他们说到，我们荷兰人，我们喜欢真实，

natural, authentic experiences.

自然的，真实的体验。

So much has that happened that I've developed a fairly praticed response,

在这个问题发生了那么多次后，我就开发了一个相当实用的回答，

which is: I point out that first of all,

那就是：我要先指出，

you have to understand that there is no such thing

你要了解到，根本就没有

as an inauthentic experience.

什么不真实的体验。

Why? Because the experience happens inside of us.

为什么？因为体验是来自于我们自身。

It's our reaction to the events that are staged in front of us.

是对被放置我们面前东西的一种反应。

So, as long as we are in any sense authentic human beings,

所以，只要我们真实的人类，

then every experience we have is authentic.

那么任何体验都是真实的。

Now, there may be more or less natural or artificial

现在，这里也许多少有些自然或人工模拟的因素

stimuli for the experience,

会帮助刺激人的体验

but even that is a matter of degree, not kind.

但是就算是那样。

And there's no such thing as a 100 percent natural experience.

也从来没有过什么100%的纯天然体验。

Even if you go for a walk in the proverbial woods,

就算你走到森林里，

there is a company that manufactured the car

那也有一个制造汽车的公司

that delivered you to the edge of the woods;

用汽车把你送到森林边

there's a company that manufactured the shoes that you have

制造鞋子的公司为你

to protect yourself from the ground of the woods.

提供保护你在森林里行走的鞋子

There's a company that provides a cell phone service you have

那也有一个在你迷路时提供

in case you get lost in the woods.

手机服务的公司。

Right? All of those are man-made,

对吧？这都是人造的，

artificiality brought into the woods by you,

被你人造的带到了森林里，

and by the very nature of being there.

非常自然的存在于一切之中

And then I always finish off

然后我总这样结尾

by talking about -- the thing that amazes me the most about this question,

说到 -- 这个问题最让我感到其妙的是，

particularly coming from the Dutch,

特别对于你们荷兰来说，

is that the Netherlands

那就是在荷兰

is every bit as manufactured as Disneyland.

所有的一切都是和迪士尼一样人造的。

(Laughter)

（笑）

And the Dutch, they always go ...

然后那些荷兰人，他们总会...

and they realize, I'm right!

然后发觉，我是对的！

There isn't a square meter of ground in the entire country

在这整个国家内，没有一平方米

that hasn't been reclaimed from the sea,

不是填海而来的，

or otherwise moved, modified and manicured

或被移动的，修改的或修剪的

to look as if it had always been there.

让它看起来就好像是原先就在那的。

It's the only place you ever go for a walk in the woods and all the trees are lined up in rows.

这是唯一一个你散下步也会发现树都是被排列成行的地方。

(Laughter)

（笑）

But nonetheless, not just the Dutch,

但是话又说回来，不仅仅是荷兰人，

but everyone has this desire for the authentic.

所有人都有渴求真实的欲望。

And authenticity is therefore

由此真实性

becoming the new consumer sensibility --

就成为了消费者新的知觉 --

the buying criteria by which consumers

被哪个消费者所

are choosing who are they going to buy from,

选择的哪个经销商

and what they're going to buy.

以及他们所要购买的标准。

Becoming the basis of the economy.

这变成了经济新的基础。

In fact, you can look at how each of these economies developed,

事实上，你可以看看这些经济是怎样发展的，

that each one has their own business imperative,

每一个都有他们各自的商业需要，

matched with a consumer sensibility.

去迎合消费者的感知。

We're the agrarian economy, and we're supplying commodities.

在农业经济里，我们提供原始商品。

It's about supply and availability.

关系到是供应和可得性

Getting the commodities to market.

把商品送到市场上。

With the industrial economy, it is about controlling costs --

在工业经济里，是关于控制价格 --

getting the costs down as low as possible

尽可能降低成本

so we can offer them to the masses.

所以我们可以大规模的提供。

With the service economy, it is about

在服务经济关系到

improving quality.

提升质量。

That has -- the whole quality movement has risen

那就是 -- 在过去20-30年里服务经济

with the service economy over the past 20 or 30 years.

带动了质量运动。

And now, with the experience economy,

而现在的体验经济

it's about rendering authenticity.

则关系到呈现真实性。

Rendering authenticity -- and the keyword is "rendering."

渲染真实性 -- 关键词是“渲染”。

Right? Rendering, because you have to get your consumers --

对吧？渲染，因为你需要让你的消费者 --

as business people --

作为商人 --

to percieve your offerings as authentic.

感觉提供的就像真实的。

Because there is a basic paradox:

因为这里有个基本的悖论：

no one can have an inauthentic experience,

没有人可以有非真实的体验，

but no business can supply one.

同样也没有业务可以提供非真实的体验。

Because all businesses are man-made objects; all business is involved with money;

因为所有的业务都是人造的物体，所有的业务都和钱有关；

all business is a matter of using machinery,

所有的业务都使用机械，

and all those things make something inauthentic.

这些都会让东西变得不真实

So, how do you render authenticity,

所以，你怎样去渲染真实性，

is the question.

是一个问题。

Are you rendering authenticity?

你在渲染真实性吗？

When you think about that, let me go back to

当你在想这些的时候，让我们回到

what Lionel Trilling, in his seminal book on authenticity,

莱昂内尔特里林在他的书里提到的真实性，

"Sincerity and Authenticity" -- came out in 1960 --

1960年出版的 “诚恳的和真实的”

points to as the seminal point

被当成是学术重点，

at which authenticity entered the lexicon,

你可以当作是将真实性

if you will.

编入了词典。

And that is, to no surprise, in Shakespeare,

自然也出现在莎士比亚

and in his play, Hamlet.

在他的哈姆雷特里

And there is one part in this play, Hamlet,

在哈姆雷特的某场戏里，

where the most fake of all the characters in Hamlet, Polonius,

在哈姆雷特所有最假的一个人物，波洛尼厄斯

says something profoundly real.

说了一些特别真实的话

At the end of a laundry list of advice

在他的一长串遗言里

he's giving to his son, Laertes,

他对他的儿子拉尔特斯说到，

he says this:

他说：

And this above all: to thine own self be true.

最重要的是忠于自我

And it doth follow, as night the day,

如夜以继日般奉行

that thou canst not then be false to any man.

也不致对人虚假

And those three verses are the core of authenticity.

这三句话就是真实性的核心。

There are two dimensions to authenticity:

真实有两个层面：

one, being true to yourself, which is very self-directed.

一个，对自己真实，这是从自己来讲。

Two, is other-directed:

第二个，是对别人来讲，

being what you say you are to others.

你对别人忠于你所说的

And I don't know about you, but whenever I encounter two dimensions,

我不太了解你们，但是只要我遇到两个层面的事情，

I immediately go, ahh, two-by-two!

我立即想到，啊，二乘二！

All right? Anybody else like that, no?

对吗？还有其他人这样吗？没有？

Well, if you think about that, you do, in fact, get

恩，如果你这样想，你会这样想的，事实上，

a two-by-two.

二乘二。

Where, on one dimension it's a matter of being true to yourself.

这里，一个层面是关于对自己要真实。

As businesses, are the economic offerings you are providing --

就生意而言，你所提供的产品

are they true to themselves?

本身是否终于自我呢

And the other dimension is:

第二个层面是：

are they what they say they are to others?

它们在别人看来是否如描述的一样呢？

If not, you have,

如果不是，就有一个，

"is not true to itself," and "is not what it says it is,"

不忠于自我以及并非如你所说的一样，

yielding a two-by-two matrix.

坐落在一个二乘二的矩阵里。

And of course, if you are both true to yourself,

当然了，如果你既对你自己真实，

and are what you say you are, then you're real real!

也和你所说的是一样，那么你就是真真！

(Laughter)

（笑）

The opposite, of course, is -- fake fake.

相反的，当然了，-- 假假

All right, now, there is value for fake.

好了，现在，假也有价值。

There will always be companies around to supply the fake,

总会有一些公司到处在提供假货

because there will always be desire for the fake.

因为总有对假货的需要。

Fact is, there's a general rule: if you don't like it, it's fake;

事实上，有这样一个原则：如果你不喜欢它，它就是假的

if you do like it, it's faux.

如果你喜欢它，它肯定是人造的。

(Laughter)

（笑）

Now, the other two sides of the coin are:

现在硬币的其他两面是：

being a real fake --

真的假 --

is what it says it is,

那就是产品忠于它说说的

but is not true to itself,

但是对自己不是真实的，

or being a fake real:

或者是一个假的真：

is true to itself, but not what it says it is.

对自己是真实的，但是不忠于它所说的

You can think about those two -- you know, both of these

你可以想想这两个 -- 你知道，这两个

better than being fake fake -- not quite as good as being real real.

比假假都要好 -- 不一定比真真一样好。

You can contrast them by thinking about

你可以这样来比较

Universal City Walk versus

环球影城商店街和

Disney World, or Disneyland.

迪斯尼世界，或迪士尼乐园。

Universal City Walk is a real fake --

环球影城商店街是真的虚假

in fact, we got this very term

实际上，我们从

from Ada Louise Huxtable's book, "The Unreal America."

艾达露易丝胡克斯特波的书中有这样一个术语，“虚假的美国”

A wonderful book, where she talks about Universal City Walk as --

一本神奇的书，那里她谈到了环球影城商店街

you know, she decries the fake, but she says, at least that's a real fake,

她不喜欢假的，但是她说到，起码那是一个真的假像，

right, because you can see behind the facade, right?

对了，因为你可以看到背后的东西，对吗？

It is what it says it is: It's Universal Studio;

它就和它所提到的一样：一个环球影城

it's in the city of Los Angeles; you're going to walk a lot.

它在洛杉矶，你会走很多路。

Right? You don't tend to walk a lot in Los Angeles,

对了？你不想在洛杉矶里走很多路，

well, here's a place where you are going to walk a lot,

好了，你在这里就得走很多路

outside in this city.

在这个城市里面的外面。

But is it really true to itself?

不过它真的忠于自我吗？

Right? Is it really in the city?

它真的是在城市里面吗？

Is it --

是吗？

you can see behind all of it,

你可以看到后面的一切，

and see what is going on in the facades of it.

而且你可以看到在前面所进行的一切。

So she calls it a real fake.

所以他把它称为真的假。

Disney World, on the other hand, is a fake real,

迪士尼乐园，另一方面来讲，是一个假的真，

or a fake reality.

或虚假现实。

Right? It's not what it says it is. It's not really the magic kingdom.

对吧？它并非象它说的那样。它不是一个真的梦幻王国。

(Laughter)

（笑）

But it is -- oh, I'm sorry, I didn't mean to --

但是这是 -- 哦，对不起，我不是故意的 --

(Laughter)

（笑）

-- sorry.

--对不起。

We won't talk about Santa Claus then.

那我们就不谈圣诞老人了。

(Laughter)

（笑）

But Disney World is wonderfully true to itself.

但是迪士尼乐园对自己是十分真实的。

Right? Just wonderfully true to itself.

对吗？对自己是真实的。

When you are there you are just immersed

你在那时，你就会沉浸在

in this wonderful environment.

一个奇幻的环境里。

So, it's a fake real.

所以，它是假的真。

Now the easiest way

在这点上最容易

to fall down in this,

犯错的就是

and not be real real,

不成为真真

right, the easiest way not to be true to yourself

对吗？对自己不真实的最简单的方法是

is not to understand your heritage,

不了解你的传统

and thereby repudiate that heritage.

因此而否认你的传统

Right, the key of being true to yourself is knowing who you are as a business.

对吗，对自己真实的关键是知道你在生意上是谁。

Knowing where your heritage is: what you have done in the past.

知道你的传统是什么，你过去做了什么。

And what you have done in the past limits what you can do,

你过去做了什么会限制你现在可以做的事

what you can get away with, essentially, in the future.

关键的是，会限制你的未来。

So, you have to understand that past.

所以，你必须要了解过去。

Think about Disney again.

再想想迪士尼。

Disney,

迪士尼，

10 or 15 years ago, right,

10到15年前，对吗，

the Disney -- the company that is probably

迪士尼 -- 一个以家庭价值

best-known for family values out there,

而知名的公司，

Disney bought the ABC network.

迪士尼买下了ABC公司，

The ABC network, affectionately known in the trade

ABC公司，就是被大家所熟知的

as the T&A network, right --

T&A网络，对吗 --

that's not too much jargon, is it?

这没有太多专有名词吧？

Right, the T&A network. Then it bought Miramax,

对了，就是T&A网络。然后它买了米高梅電影公司，

known for its NC-17 fare,

它以NC-17限制级影片出名

and all of a sudden, families everywhere

然后突然间，所有家庭

couldn't really trust what they were getting from Disney.

都不信认迪士尼所的节目了

It was no longer true to its heritage;

它不再对自己的传统

no longer true to Walt Disney.

不再对忠于沃特迪士尼的特色

That's one of the reasons why they're having such trouble today,

那就是为什么他们今天面临困境的原因之一

and why Roy Disney is out to get Michael Eisner.

也是为什么迪斯尼会去找艾斯纳。

Because it is no longer true to itself.

因为它不再忠于自我了

So, understand what -- your past limits what you can do in the future.

所以，了解到你的过去会限制到你未来所能做的。

When it comes to being what you say you are, the easiest mistake that companies make

当谈到忠于你所说的，公司最容易犯的错误就是

is that they advertise

他们标榜

things that they are not.

不实的广告

That's when you're perceived as fake, as a phony company --

那于是人们就视你为假的谎骗的公司--

advertizing things that you're not.

去广告非你所说的那种产品。

Think about any hotel, any airline,

想想任何一个酒店，任何一家航空公司，

any hospital.

任何一家医院。

Right, if you could check into the ads, you'd have a great experience.

对了，如果你就看看广告，你会有一个不错的体验。

(Laughter)

（笑）

But unfortunately, you have to experience the actual hotel,

但是，不幸的是，你必须体验真正的酒店，

airline and hospital, and then you have that disconnect.

航空公司和医院，然后就就有种失落感。

Then you have that perception that you are phony.

然后你就有那种你被骗了的感觉。

So, the number one thing to do when it comes to being what you say you are,

所以，当你被提到和你是一样的第一件事是，

is to provide places for people to experience

是提供给人们感受你是谁

who you are.

的一个地方。

For people to experience who you are.

让人们去体验你是谁。

Right, it's not advertising does it.

对，不要让广告去做这个。

That's why you have companies like Starbucks,

那也就是为什么会有想星巴克这样的公司，

right, that doesn't advertise at all.

对，从来不做广告。

They said, you want to know who we are, you have to come experience us.

他们说到，你想知道我们是谁，你就必须来体验我们。

And think about the economic value they have provided

想想他们通过体验创造的

by that experience.

经济价值。

Right? Coffee, at its core, is what?

对吧？咖啡，它的核心是什么？

Right? It's beans; right? It's coffee beans.

对吗？是咖啡豆，对吗？是咖啡豆。

You know how much coffee is worth, when treated as a commodity as a bean?

你知道咖啡值多少钱吗？当我们只把咖啡豆作为商品的时候。

Two or three cents per cup -- that's what coffee is worth.

2或3分钱一杯 -- 就值那个价。

But grind it, roast it, package it, put it on a grocery store shelf,

但是研磨它，烘培它，包装它，放在一个商店的架子上，

and now it'll cost five, 10, 15 cents,

就会值5，10，15美分，

when you treat it as a good.

当你像货物对待它。

Take that same good,

同样的货物，

and perform the service of actually brewing it for a customer,

你在顾客面前提供泡制的服务，

in a corner diner, in a bodega, a kiosk somewhere,

在一个饭馆里或商店里，

you get 50 cents, maybe a buck

你会得到50美分，也许一美元

per cup of coffee.

每一杯。

But surround the brewing of that coffee

但是在有星巴克气氛下

with the ambiance of a Starbucks,

去泡制咖啡，

with the authentic cedar that goes inside of there,

室内有西洋杉原木的装潢，

and now, because of that authentic experience,

现在因为多了这原汁原味的体验，

you can charge two, three, four, five dollars

你可以每杯咖啡收费

for a cup of coffee.

2，3，4，5美元。

So, authenticity is becoming

所以，真实已经成为

the new consumer sensibility.

消费者新的感知。

Let me summarize it, for the business people in the audience,

让我为在座的商人做个总结，

with three rules, three basic rules.

3条规则，3条基本规则。

One, don't say you're authentic

第一，如果你真的不真实

unless you really are authentic.

就不要说你是真实的。

Two, it's easier to be authentic

第二，如果你不说你是真实的

if you don't say you're authentic.

就很容易做真实的。

And three, if you say you're authentic,

第三，如果你说你是真实的，

you better be authentic.

你最好就是真实的。

And then for the consumers, for everyone else in the audience,

现在为了听众里的消费者们

let me simply summarize it by saying, increasingly,

做一个总结

what we -- what will make us happy,

能让我们高兴的事就是

is spending our time and our money

花钱和花时间

satisfying the desire for authenticity.

去满足对真实的欲望。

Thank you.

谢谢