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

翻译人员: Karen SONG 校对人员: Li Li

Hello.

大家好。

I'm a toy developer.

我是做玩具开发的。

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

怀揣着设计出谁也没见过的新玩具的梦想，

I began working at a toy company nine years ago.

我在九年前加入了玩具公司。

刚入职的时候，

When I first started working there,

I proposed many new ideas to my boss every day.

我每天想好多新的点子，并向上司提案。

However, my boss always asked

但上司总是跟我这样说：

if I had the data to prove it would sell,

你有销量的预测数据吗？

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

你要先分析市场数据，再来考虑商品设计。

Data, data, data.

数据、数据、数据、

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

我就改从分析数据开始考虑商品的设计，

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

但这样做之后，我就什么新点子都想不出来了。

(Laughter)

（笑声）

My ideas were unoriginal.

想出来的方案总是似曾相识， 渐渐地就什么也想不出来了，

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

思考变成了一件痛苦的事，

It was so hard that I became this skinny.

最终变成这样皮包骨的一个人。

(Laughter)

（笑声）

真的是这样。（鼓掌）

It's true. (Applause)

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

大家大概有相似的心情和经历吧：

Your boss was being difficult. The data was difficult.

上司好苛刻，看数据好痛苦， 思考这件事也好讨厌。

You become sick of thinking.

Now, I throw out the data.

如今，我舍弃了数据。

It's my dream to create new toys.

做出全新的玩具是我的梦想。

And now, instead of data,

现在，代替数据分析，

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

我利用接龙游戏来产生新点子。

I would like to introduce this method today.

今天，我来把这个开拓思维的方法介绍给大家。

What is Shiritori?

接龙是这样玩的：

Take apple, elephant and trumpet, for example.

ringo — gorira — rappa (苹果) — (猩猩) — (小号)

It's a game where you take turns saying words

用前一个单词的最后一个音，开始下一个单词。

that start with the last letter of the previous word.

It's the same in Japanese and English.

日语和英语玩起来都差不多。

You can play Shiritori as you like:

就这样自由地玩一下接龙：

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

neco — co-ra — raibu — burashi (猫咪)—(可乐)—(演唱会)—(刷子)

Many random words will come out.

如此以往，会出现许多随机的词汇。

然后把这些无关的词汇

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

与自己思考的东西结合起来， 就能想出新的点子。

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

举我的例子，我考虑的东西是玩具，

what could a toy cat be?

那么就想”玩具猫咪”是什么样的，

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

从高处转一圈下来着地的玩具猫咪。

“玩具可乐”是什么样的？

How about a toy with cola?

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

从玩具枪里射出可乐，把对手打的黏糊糊的玩具。

（笑声）

(Laughter)

天马行空也没关系，关键是思绪要保持流动。

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

这样做就能不断的产生想法，

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

从中肯定能产生好点子。

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

比如说刷子。

我们能不能把牙刷做成玩具？

We could combine a toothbrush with a guitar and --

比如说把牙刷和吉他合体，

(Music noises) --

“戛戛戛戛戛——”

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

一边刷牙一边演奏乐曲的玩具。

(Laughter) (Applause)

（笑声）（鼓掌）

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

讨厌刷牙的小朋友说不定就能喜欢上刷牙呢。

Can we make a hat into a toy?

能不能把帽子做成玩具？

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

像俄罗斯轮盘赌一样， 大家一个个击鼓传“帽”，

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

有谁带上帽子的瞬间，头顶突然

“嘎——”地尖叫着出现凶暴的外星人。

screaming, "Ahh!"

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

开轰趴的时候可能会需要这个吧。

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

盯着屏幕看数据，

绝对不会产生这样的想法。

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

实际上，这种包装材料，

用来包装易碎品的气泡塑料纸，

combined with a toy, made Mugen Pop Pop,

把这个做成了一种叫做无限汽泡纸的玩具，

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

可以用手指想怎么捏就怎么捏的玩具，

It was a big hit when it reached stores.

问世以来大获成功，

这跟数据可没什么关系。

Data had nothing to do with its success.

Although it's only popping bubbles,

只是这样噗嗤噗嗤地捏气泡，

it's a great way to kill time,

真是一种派遣无聊的好办法。

so please pass this around

今天一整天，在座的大伙儿请传着玩吧。

amongst yourselves today and play with it.

(Applause)

（鼓掌）

Anyway, you continue to come up with useless ideas.

就这样，无聊的点子不断涌现，

Think up many trivial ideas, everyone.

大家一起来想想无聊的点子吧。

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

如果你的创意要以分析为基石， 知道你要努力的方向，

you'll end up trying too hard,

就会用力过度，没办法产生新的东西。

and you can't produce new ideas.

就算你知道自己的目标，

Even if you know what your aim is,

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

要想闭着眼投飞镖一样

自由地思考各种想法。

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

这样做，一定能接近靶心，

At least one will.

至少有一次（能实现）。

That's the one you should choose.

而那就是你要选的（答案）。

If you do so, that idea will be in demand

这样做就能让想法

响应需求，更能新颖独特。

and, moreover, it will be brand new.

这就是我的做法。

That is how I think of new ideas.

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

除了接龙游戏，别的方法也能奏效。

You just have to choose words at random.

只要能积累随机的单词就行。

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

啪啦啪啦地去翻字典就能积累单词，

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

比如说，查查两个字的词都有哪些，

or go to the store and connect product names

或者到商店里查商品的名称，

with what you want to think of.

然后跟自己考虑的问题结合起来。

The point is to gather random words,

关键在于， 不要在自己思考的范畴之内搜集信息，

not information from the category you're thinking for.

而要去收集随机的单词。

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

这样做的话，头脑中

就搜集到了各种各样用于联想的材料，

and form connections that will produce many ideas.

结合起来就能闪现各种各样的想法。

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

这个方法最大的优点就在于印象的持续性。

Because you're thinking of one word after another,

因为按照一定的顺序考虑单词，

the image of the previous word is still with you.

上一个单词的印象还残存着，

That image will automatically be related with future words.

这个印象就能与下一个单词的印象自动结合，

Unconsciously, a concert will be connected to a brush

在无意识之中，演唱会和刷子相结合，

and a roulette game will be connected to a hat.

轮盘赌和帽子相结合，

You wouldn't even realize it.

在自己也没察觉的情况下， 就能产生用其他方法都无法想出来的点子。

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

这个方法当然不仅仅适用于开发玩具，

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

也能用于图书、APP、活动等等

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

其他的企划创意。

I hope you all try this method.

请大家一定要试试看。

数据当中会产生未来。

There are futures that are born from data.

不过，我用接龙这个傻傻的游戏，

However, using this silly game called Shiritori,

I look forward to the exciting future you will create,

期待创造出大家根本无法想象的、

令人心潮澎湃的未来。

a future you couldn't even imagine.

非常感谢。

Thank you very much.

（鼓掌）

(Applause)