Lisa Gansky: The future of business is the "mesh"

翻译人员: Jing ZHENG 校对人员: Xinli Geng

I'm speaking to you about what I call the "mesh."

今天我要谈的话题，我称之为“网”

It's essentially a fundamental shift

我们和生活中事物间的关系

in our relationship with stuff, with the things in our lives.

发生了根本变化

And it's starting to look at --

这种变化体现在-——

not always and not for everything --

虽不能一概而论——

but in certain moments of time,

但有时

access to certain kinds of goods and service

对于一些特定的产品和服务，我们只需拥有使用权

will trump ownership of them.

并不需要占用它们

And so it's the pursuit of better things,

这样的话，更好的东西

easily shared.

就可以更容易的被分享

And we come from a long tradition of sharing.

我们很早就学会分享

We've shared transportation.

分享交通

We've shared wine and food

分享红酒与食物

and other sorts of fabulous experiences

还有阿姆斯特丹咖啡厅里的

in coffee bars in Amsterdam.

美妙经历

We've also shared other sorts of entertainment --

我们分享其它娱乐方式

sports arenas, public parks,

体育馆、公园

concert halls, libraries,

音乐厅、图书馆

universities.

大学

All these things are share-platforms,

这些都是分享平台

but sharing ultimately starts and ends

但分享最终是跟

with what I refer to

我称为“分享平台之母”

as the "mother of all share-platforms."

的东西密切相关的

And as I think about the mesh

一说到“网”

and I think about, well, what's driving it,

我就想到，它的驱动因素是什么

how come it's happening now,

为何发生在现在

I think there's a number of vectors

我想先给你们讲讲几点要素

that I want to give you as background.

作为背景介绍

One is the recession --

第一，经济衰退

that the recession has caused us

它让我们

to rethink our relationship

重新审视我们日常生活中的

with the things in our lives relative to the value --

事物与其价值的关系

so starting to align the value

试图追求

with the true cost.

物有所值

Secondly, population growth

第二，人口增长

and density into cities.

和城市密度增加

More people, smaller spaces,

人数不断增加，空间不断减少

less stuff.

物品也在减少

Climate change:

气候变化

we're trying to reduce the stress

我们试图为

in our personal lives and in our communities

我们的个人生活、社会

and on the planet.

和地球减压

Also, there's been this recent distrust

此外，还包括最近对各行各业

of big brands, global big brands,

知名品牌，全球知名品牌的

in a bunch of different industries,

不信任

and that's created an opening.

故事就这样拉开了序幕

Research is showing here, in the States,

研究表明，在美国

and in Canada and Western Europe,

加拿大和西欧

that most of us are much more open

大多数人更愿意接受

to local companies,

本土公司

or brands that maybe we haven't heard of.

或闻所未闻的品牌

Whereas before, we went with the big brands

但以前，我们只选择

that we were sure we trusted.

我们百分百相信的大品牌

And last is that

最后一点

we're more connected now to more people on the planet

我们开始跟这个地球上更多的人

than ever before --

产生以前根本不可能的联系

except for if you're sitting next to someone.

当然除了坐在你旁边的人

(Laughter)

（笑声）

The other thing that's worth considering

还有一点值得我们注意

is that we've made a huge investment

过去几十年来

over decades and decades,

我们投入大量金钱

and tens of billions of dollars

几十亿美元的

have gone into this investment

巨额投资

that now is our inheritance.

如今为我们带来巨大利益

It's a physical infrastructure

它就是实体基建

that allows us to get from point A to point B

它允许我们实现人和物

and move things that way.

在A、B两点间的转移

It's also -- Web and mobile

还有网络和手机

allow us to be connected

连接彼此

and create all kinds of platforms and systems,

创建各种平台和系统

and the investment of those technologies

在这些科技

and that infrastructure

和基建上的投入

is really our inheritance.

让我们获益良多

It allows us to engage

我们得以用新奇

in really new and interesting ways.

有趣的方式沟通

And so for me, a mesh company, the "classic" mesh company,

对我而言，网状公司，传统网状公司

brings together these three things:

实现了以下3点：

our ability to connect to each other --

人们彼此间的连接

most of us are walking around with these mobile devices

很多人和这些移动设备形影不离

that are GPS-enabled and Web-enabled --

它们有全球定位系统和上网功能

allows us to find each other

能让我们随时随地

and find things in time and space.

联系他人、获取信息

And third is that physical things

第三，你既能在地图上

are readable on a map --

找到实物

so restaurants, a variety of venues,

比如餐厅，还有其它场所

but also with GPS and other technology

而且能用GPS和其它科技

like RFID

比如无线射频识别技术进行定位

and it continues to expand beyond that,

而且新技术还在层出不穷

we can also track things that are moving,

我们能追踪移动中的物体

like a car, a taxicab, a transit system,

如汽车、出租车、运输系统

a box that's moving through time and space.

不受时空限制

And so that sets up

它允许我们

for making access to get goods and services

不用购买所有产品和服务

more convenient and less costly in many cases

也能以更方便和廉价的方式

than owning them.

使用它们

For example, I want to use Zipcar.

例如，我想光顾Zipcar（美国汽车租赁商）

How many people here have experienced

你们谁试过和别人

car-sharing or bike-sharing?

共享汽车或自行车？

Wow, that's great. Okay, thank you.

很多人。好，谢谢

Basically Zipcar

Zipcar其实

is the largest car-sharing company in the world.

是全球最大的汽车共享公司

They did not invent car-sharing.

但汽车共享并非他们发明

Car-sharing was actually invented in Europe.

它最先起源于欧洲

One of the founders went to Switzerland,

其中一位创始人后来去了瑞士

saw it implemented someplace,

看到它在某些地方的流行后

said, "Wow, that looks really cool.

说：“看起来很棒

I think we can do that in Cambridge,"

或许我们能在剑桥试试。”

brought it to Cambridge

于是把这个理念带到了剑桥

and they started -- two women --

她们，两位女性，建立了这间公司

Robin Chase being the other person who started it.

罗彬·切斯是另一位创始人

Zipcar got some really important things right.

Zipcar有几点做得很好

First, they really understood

第一，他们清楚认识到

that a brand is a voice and a product is a souvenir.

品牌是灵魂，而产品只是躯壳

And so they were very clever

他们把汽车租赁

about the way that they packaged car-sharing.

这个理念包装得狠聪明

They made it sexy. They made it fresh.

他们添加了性感和新鲜的元素

They made it aspirational.

让人们渴望拥有它

If you were a member of the club,

若你是会员

when you're a member of a club, you're a Zipster.

当你成为了会员，你就是其中一份子

The cars they picked didn't look like ex-cop cars

他们选择的汽车不是过时警车

that were hollowed out or something.

让人感觉空洞沉闷

They picked these sexy cars.

他们选择性感火辣的车款

They targeted to universities.

选择大学生作为目标市场

They made sure that the demographic

他们确保了汽车

for who they were targeting and the car was all matching.

与目标市场特征相符

It was a very nice experience,

创造了美妙的体验

and the cars were clean and reliable, and it all worked.

汽车干净、可靠，性能良好

And so from a branding perspective, they got a lot right.

他们把品牌打造得很出色

But they understood fundamentally

但他们同时清楚了解到

that they are not a car company.

他们不是汽车公司

They understand that they are an information company.

他们知道自己只是信息公司

Because when we buy a car

因为如果我们是买车

we go to the dealer once, we have an interaction, and we're chow --

我们进厂、交易、付款

usually as quickly as possible.

一切都很快完事

But when you're sharing a car and you have a car-share service,

但若你提供汽车共享服务

you might use an E.V. to commute,

你可能选择雷诺作为日常交通工具

you get a truck because you're doing a home project.

若你要搬家，就可能选择卡车

When you pick your aunt up at the airport, you get a sedan.

若你要去机车接你阿姨，你选择小轿车

And you're going to the mountains to ski,

若你要去山上滑雪

you get different accessories put on the car

你要把各种所需器材

for doing that sort of thing.

放到车上

Meanwhile, these guys are sitting back,

同时，公司暗地里

collecting all sorts of data

收集所有关于

about our behavior and how we interact with the service.

消费者行为和需求的数据

And so it's not only an option for them,

这由不得他们选择

but I believe it's an imperative

我认为Zipcar

for Zipcar and other mesh companies

和其它网状公司不得不

to actually just wow us,

给我们制造惊喜

to be like a concierge service.

提供贴心服务

Because we give them so much information,

因为我们给他们提供了大量信息

and they are entitled to really see

他们能真正看到

how it is that we're moving.

我们如何移动

They're in really good shape to anticipate

他们很擅长去猜测

what we're going to want next.

我们的潜在需求

And so what percent of the day

你认为一个人一天中

do you think the average person uses a car?

用车的时间有多长？

What percentage of the time?

占多大比例？

Any guesses?

你们猜？

Those are really very good.

很好

I was imagining it was like

一开始

20 percent when I first started.

我猜大概20%

The number across the U.S. and Western Europe

美国和西欧

is eight percent.

是8%

And so basically even if you think it's 10 percent,

就当做是10%好了

90 percent of the time,

剩下90%的时间

something that costs us a lot of money --

这个敲了我们一大笔钱的物品——

personally, and also we organize our cities around it

对个人而言，同时对我们的城市也有重大影响

and all sorts of things --

还有所有事物

90 percent of the time it's sitting around.

90%的时间，它被闲置一旁

So for this reason,

因此

I think one of the other themes with the mesh

我认为网状的另一个重点

is essentially that, if we squeeze hard

其实是，若我们好好利用

on things that we've thrown away,

被抛弃的物品

there's a lot of value in those things.

它们仍有极大利用价值

What set up with Zipcar -- Zipcar started in 2000.

Zipcar如何诞生，Zipcar在2000年成立

In the last year, 2010,

去年，2010年

two car companies started,

两间汽车公司成立

one that's in the U.K. called WhipCar,

一间在英国，叫Whipcar

and the other one, RelayRides, in the U.S.

另一间在美国，叫Relayrides

They're both peer-to-peer car-sharing services,

他们都是点对点汽车租赁公司

because the two things that really work for car-sharing

汽车租赁成功的两点关键是

is, one, the car has to be available,

一，必须有车

and two, it's within one or two blocks

二，必须离你近

of where you stand.

大概只有一两个街区的距离吧

Well the car that's one or two blocks from your home or your office

而离你家或公司很近的

is probably your neighbor's car,

很可能是你邻居的车

and it's probably also available.

闲置的可能性也大

So people have created this business.

于是这种交易方式诞生了

Zipcar started a decade earlier,

Zipcar在十年前，2000年

in 2000.

成立

It took them six years

他们花了六年时间

to get 1,000 cars in service.

为公司找到1000辆车子

WhipCar, which started April of last year,

而在去年四月成立的Whipcar

it took them six months

花了六个月

to get 1,000 cars in the service.

就找来了1000辆汽车

So, really interesting.

很有意思

People are making anywhere between

人们在自己不用车时

200 and 700 dollars a month

把车租给邻居

letting their neighbors use their car when they're not using it.

每月能有200-700美元的额外收入

So it's like vacation rentals for cars.

把度假别墅租赁的概念用到汽车上

Since I'm here --

今天我在这里的原因

and I hope some people in the audience

我希望在坐的也有从事

are in the car business --

汽车行业的人

(Laughter)

（笑声）

-- I'm thinking that, coming from the technology side of things --

我在想，从科技的角度来说

we saw cable-ready TVs

我们有有线电视

and WiFi-ready Notebooks --

配备无线上网的笔记本电脑

it would be really great if, any minute now,

若某一天你们能开间汽车公司

you guys could start rolling share-ready cars off.

能随时提供租赁服务，那就太棒了

Because it just creates more flexibility.

这给人们带来极大的便利

It allows us as owners to have other options.

同时也为车主提供了其他选择

And I think we're going there anyway.

我认为这总有一天会实现

The opportunity and the challenge with mesh businesses --

网状交易的机遇和挑战

and those are businesses like Zipcar or Netflix

——像Zipcar和Netflix这种

that are full mesh businesses,

完全依赖网状的公司

or other ones where you have a lot of the car companies,

或很多其它汽车公司

car manufacturers,

汽车制造商

who are beginning to offer

开始提供

their own car-share services

自己的汽车租赁服务

as well as a second flanker brand,

新生品牌也不例外

or as really a test, I think --

或只是个测试，我认为

is to make sharing irresistible.

——让共享服务拥有无法抗拒的魅力

We have experiences in our lives, certainly,

我们在生活中当然也体验到

when sharing has been irresistible.

分享的魅力

It's just, how do we make that recurrent

问题在于如何让它在一个大群体中

and scale it?

实现？

We know also, because we're connected in social networks,

我们还知道，我们在社会网络中彼此连接

that it's easy to create delight

很容易让事情有

in one little place.

事半功倍的效果

It's contagious because we're all connected to each other.

因为我们彼此连接，这种效果传播得更快

So if I have a terrific experience

如果我碰到一件很棒的事情

and I tweet it, or I tell five people standing next to me, news travels.

我把它发布在Tweeter上，或我告诉身边的五个人，一传十十传百

The opposite, as we know, is also true,

反之亦然

often more true.

有时候还更明显

So here we have LudoTruck, which is in L.A.,

洛杉矶有间LudoTruck

doing the things that gourmet food trucks do,

和其它流动食品车类似

and they've gathered quite a following.

他们引来了一大批追随者

In general, and maybe, again, it's because I'm a tech entrepreneur,

总而言之，或许因为我是技术型企业家

I look at things as platforms.

我把它们看作平台

Platforms are invitations.

平台向人们发出邀请

So creating Craigslist

Craigslist（大型免费分类广告网站）

or iTunes and the iPhone developer network,

iTunes和iPhone开发商网络

there are all these networks -- Facebook as well.

各种网络，还有Facebook

These platforms invite all sorts of developers

这些平台吸引各种开发人员

and all sorts of people

和其他各色人等

to come with their ideas and their opportunity

分享他们的想法和机遇

to create and target an application

针对某个目标群体

for a particular audience.

创建应用程序

And honestly, it's full of surprises.

坦白说，惊喜连连

Because I don't think any of us in this room

我想在座各位

could have predicted the sorts of applications

没人会预料到Facebook及其相关

that have happened at Facebook, around Facebook,

各种应用程序的诞生吧

for example, two years ago,

例如，两年前

when Mark announced

当Mark宣布

that they were going to go with a platform.

他们打算创建这样一个平台的时候

So in this way, I think that cities are platforms,

同样，城市也是平台

and certainly Detroit is a platform.

底特律当然也是个平台

The invitation of bringing

它们吸引

makers and artists and entrepreneurs --

制造商、艺术家和企业家

it really helps stimulate this fiery creativity

激起源源不断的创造力

and helps a city to thrive.

让一个城市变得欣欣向荣

It's inviting participation,

它邀请人们参与到其中

and cities have, historically,

而城市自古以来

invited all sorts of participation.

邀请各种人的加入

Now we're saying that there's other options as well.

但同时也有其它可能性

So, for example, city departments

例如，城市部门

can open up transit data.

能公开运输数据

Google has made available transit data API.

Google已经提供了运输数据的应用程序接口（API）

And so there's about seven or eight cities already in the U.S.

美国已有七、八个城市

that have provided the transit data,

提供传输数据

and different developers are building applications.

开发人员也在开发各种应用程序

So I was having a coffee in Portland,

有天我在波特兰喝咖啡

and half-of-a-latte in

才刚喝到一半

and the little board in the cafe

咖啡厅里的告示板

all of a sudden starts showing me

突然显示

that the next bus is coming in three minutes

下一班公车将在3分钟后到达

and the train is coming in 16 minutes.

火车将在16分钟后到达

And so it's reliable, real data

我在咖啡厅里亲眼看到

that's right in my face, where I am,

这个可靠、真实的数据

so I can finish the latte.

所以我能及时喝完咖啡

There's this fabulous opportunity we have across the U.S. now:

如今我们在美国也能享受此般美妙待遇了

about 21 percent

商业和工业

of vacant commercial and industrial space.

21%的闲置空间

That space is not vital.

可有可无

The areas around it lack vitality

周边区域缺乏活力

and vibrancy and engagement.

生机和人气

There's this thing -- how many people here

还有一点——多少人

have heard of pop-up stores or pop-up shops?

听说过弹出式商店？

Oh, great. So I'm a big fan of this.

很好。我很喜欢这种商店

And this is a very mesh-y thing.

它的网状特点很明显

Essentially, there are all sorts

在奥克兰我家附近

of restaurants in Oakland, near where I live.

有各种餐厅

There's a pop-up general store every three weeks,

每三周就有一个弹出式商店出现

and they do a fantastic job

他们为美食家

of making a very social event

举办一个很精彩的

happening for foodies.

社交活动

Super fun, and it happens in a very transitional neighborhood.

非常有趣，而且它发生在一个过渡性的社区环境

Subsequent to that,

后来

after it's been going for about a year now,

在它持续了一年后

they actually started to lease and create and extend.

他们开始出租、创造和延伸

An area that was edgy-artsy

一个冷清的小区

is now starting to become much cooler

开始变得活力充沛

and engage a lot more people.

人气很旺

So this is an example.

举个例子

The Crafty Fox is this woman who's into crafts,

创意达人是个很喜欢工艺品的女性

and she does these pop-up crafts fairs around London.

她在伦敦附近举办弹出式工艺品集市

But these sorts of things are happening

这些事情发生在

in many different environments.

很多迥然不同的环境中

From my perspective, one of the things pop-up stores do

在我看来，弹出式商店的特点之一

is create perishability and urgency.

就是创造易逝性和紧急性

It creates two of the favorite words of any businessperson:

它创造了所有商人最爱听的一个词

sold out.

售罄

And the opportunity to really focus trust and attention

能聚集信任和关注

is a wonderful thing.

是件很棒的事

So a lot of what we see in the mesh,

我们在这张网中所看到的

and a lot of what we have in the platform that we built

在这个我们创建的平台中所拥有的

allows us to define, refine and scale.

允许我们将其定义、改进和规模化

It allows us to test things as an entrepreneur,

允许我们能像企业家那样测试事物

to go to market,

进入市场

to be in conversation with people,

与人们沟通

listen, refine something and go back.

聆听、改进和回归

It's very cost-effective,

低投入、高产出

and it's very mesh-y.

网状特性很强

The infrastructure enables that.

其基础设施是前提条件

In closing, and as we're moving towards the end,

今天的谈话即将结束，总而言之

I just also want to encourage --

我想鼓励大家

and I'm willing to share my failures as well,

我也乐意分享我的失败经验

though not from the stage.

但不是大庭广众之下

(Laughter)

（笑声）

I would just like to say that one of the big things,

我只想强调一点

when we look at waste

当我们想节约

and when we look at ways that we can really be generous

想做到宽宏大量

and contribute to each other,

对社会有所贡献

but also move to create a better economic situation

为创造更好的经济状况

and a better environmental situation,

和环境而行动

is by sharing failures.

我们就要分享失败

And one quick example

举个简单例子

is Velib, in 2007,

2007年，Velib（自行车出租服务商）

came forward in Paris

来到巴黎

with a very bold proposition,

提出一个大胆的建议

a very big bike-sharing service.

提供大型自行车出租服务

They made a lot of mistakes.

他们犯下很多错误

They had some number of big successes.

同时也取得过巨大成功

But they were very transparent, or they had to be,

但他们公布了一切，或许不得已而为之

in the way that they exposed

他们告诉公众

what worked and didn't work.

哪条路可行，哪条路不可行

And so B.C. in Barcelona

于是巴塞罗那的B.C.公司

and B-cycle

和B-cycle公司

and Boris Bikes in London --

还有伦敦的Boris自行车出租公司

no one has had to repeat

没人重蹈

the version 1.0 screw-ups

它的覆辙

and expensive learning exercises

不必再为在巴黎那样的失败教训

that happened in Paris.

付出昂贵的学费

So the opportunity when we're connected

我们彼此连接的同时，也有机会

is also to share failures and successes.

分享成功与失败

We're at the very beginning of something

我们在一个新起点上

that, what we're seeing

我们所面临的

and the way that mesh companies are coming forward,

网状公司的未来

is inviting, it's engaging, but it's very early.

将吸引更多人的眼光，但尚在起步阶段

I have a website -- it's a directory --

我有个工商名录的网址

and it started with about 1,200 companies,

刚开始只有1200间公司

and in the last two-and-a-half months

在最后两个半月

it's up to about 3,300 companies.

数量多达3300

And it grows on a very regular daily basis.

每天都在稳定增长

But it's very much at the beginning.

但仍在起步阶段

So I just want to welcome all of you onto the ride.

我想邀请所有人加入这一行列

And thank you very much.

非常感谢

(Applause)

（掌声）