Robin Chase: Excuse me, may I rent your car?

Translator: Joseph Geni Reviewer: Morton Bast

翻译人员: Menglin Wang 校对人员: Bi Chen

Twelve years ago, I founded Zipcar.

十二年前，我创建了Zipcar公司。

Zipcar buys cars and parks them

Zipcar 购买汽车, 同时把它们投放到

throughout dense metropolitan areas

人口稠密的市区,

for people to use, by the hour and by the day,

供人们使用，顾客们可以按小时或按天付费的方式使用我们的车,

instead of owning their own cars.

从而人们就可以不用拥有自己的汽车也有车用。

Each Zipcar replaces 15 personal cars,

我们每投入一辆Zipcar，就可以代替15 辆私人汽车,

and each driver drives about 80 percent less

同时每个使用Zipcar汽车的人，其用车时间减少了大约80%,

because they're now paying the full cost,

因为他们现在要支付全部的有关费用，

all at once, in real time.

而且是立即支付!

But what Zipcar really did was make sharing the norm.

但 Zipcar 的真正的意义是使资源共享成为了一种模式

Now, a decade later, it's really time to push the envelope a little bit,

现在，十年后，这种模式需要作一点改进。

and so a couple years ago I moved to Paris

所以几年前, 我搬到了巴黎，

with my husband and youngest child,

我丈夫和最小的小孩也随我来了，

and we launched Buzzcar a year ago.

一年前,，我们创办了Buzzcar公司。

Buzzcar lets people rent out their own cars

Buzzcar 的运作方式是让人们把闲置的车辆

to their friends and neighbors.

出租给自己的朋友和邻居。

Instead of investing in a car, we invest in a community.

这样子，我们不再投资在车辆上，而是投在整个社区。

We bring the power of a corporation

我们将原本是公司的运作方式

to individuals who add their cars to the network.

转化为带着自己的汽车加入我们的社区网络的人们的个人行为。

Some people call this peer-to-peer.

有些人把这称之为群体共享。

This does express the humanity of what's going on,

这正体现了人性的发展

and the personal relationships,

和人与人之间的关系,

but that is also like saying that it's the same thing

但这也可以说是类似于

as a yard sale or a bake sale or babysitting.

庭院旧货出售, 或是烘烤品义卖, 或是临时保姆。

That's peer-to-peer.

这就是群体共享。

It's like saying yard sales are the same thing as eBay,

这就像说庭院旧货出售和eBay一样,

or craft fairs are the same thing as Etsy.

或小手工艺品交易会等同于Etsy 。

But what's really happening is that we've got the power

但所有一切的发生都源于我们拥有一个

of a free and open Internet,

自由和开放的互联网，

and on top of that we're putting a platform for participation,

在此基础上,我们建立了一个利于参与的平台,

and the peers are now in partnership with the company,

而参与者与公司实际上成了合作伙伴关系,

creating shared value on shared values,

在共享的基础上创造着共同的价值,

and each strengthening the other, and doing what the other can't do.

同时,相互取长补短.

I call this Peers, Inc.

我把这一运作模式叫"群体共享公司"。

The incorporated side, the company,

从公司构成方面来看,这种公司

is doing things that it does really well.

业绩显著。

What does it do really well? It creates economies of scale,

它有何成绩呢？它创建了规模经济,

significant and long-term resource investment,

拉动了显著的、长远的资源投资,

the expertise of many different kinds of people

为各色各类的合作者创立了一种可以参与的公司

and different kinds of minds, and for individuals,

而这些合作都拥有多样的恩维方式, 同时对个人、

consumers, it's bringing the standards, rules and recourse

对消费者来说，它提供标准, 法规和索赔的权利,

that we really want as consumers,

这一切都是我们作为消费者梦寐以求的,

and this is kind of bound up in a brand promise,

这些都与"品牌承诺"紧密相关，

and the companies are providing this on a platform for participation.

这种公司为参与者们提供了一个参与的平台。

Peers are giving and doing things

这些参与的个体所能提供的东西和所能做的事情

that are incredibly expensive for companies to do.

其投入之少是一般公司可望而不可及的。

What do they bring? They bring this fabulous diversity,

它们带来了什么？它们带来难以想象的多元化,

expensive for companies. And what does that deliver?

而一般公司要做到这点就要花投入巨资。那这又意味着什么呢？

It delivers localization and customization,

这意味着产品服务本地化,具体化,

specialization, and all of this aspect about social networks

专业化，揭开了社交网络的"面纱",

and how companies are yearning and eager to get inside there?

为什么那么多的公司积极踊跌的参与进来呢？

It's natural for me. Me and my friends, I can connect to them easily.

对于我,这很自然。我和我的朋友们可以很容易的互相联络。

And it also delivers really fabulous innovation,

更让人惊喜的是它鼓励创新的一面,

and I'll talk about that later.

我会稍后再谈。

So we have the peers that are providing the services and the product,

因此，我们有"群体共享"意识的人们提供着服务和产品,

and the company that's doing the stuff that companies do.

同时有公司做着它应该做的事情,

The two of these are delivering the best of both worlds.

二者结合,为我们提供了一个完美的世界。

Some of my favorite examples:

下面是一些我最喜欢的案例：

in transportation, Carpooling.com. Ten years old,

在交通业, 十年前, Carpooling.com （拼车公司网站）组建,

three and a half million people have joined up,

目前拥有350 万会员,

and a million rides are shared every day.

每天有1,000,000次的拼车纪录。

It's a phenomenal thing. It's the equivalent

这是一件很了不起的事。1，000，000人相当于

of 2,500 TGV trains,

2,500列TGV 列车的满载量，

and just think, they didn't have to lay a track or buy a car.

试想想，公司不需要铺设一根轨道，也不需投入一辆小汽车.

This is all happening with excess capacity.

这些业绩只是用那些过剩的生产力来取得的。

And it's not just with transportation, my love,

这不仅仅存在于运输业, 亲爱的,

but of course in other realms. Here's Fiverr.com.

当然还有其他领域。比如 Fiverr.com网络公司（5元公司）。

I met these founders just weeks after they had launched,

在他们开业几周后,我拜见了那些创建者,

and now, in two years, what would you do for five dollars?

现在，两年后，你会用五美元做什么呢?

Seven hundred and fifty thousand gigs are now posted after two years,

两年之后，75 万个小型音乐表演的信息张贴在这个网站上,

what people would do for five dollars.

人们会为5美元做什么呢?

And not just easy things that anyone can do.

而且这些事情并不是轻而易举。

This Peers, Inc. concept is in a very difficult and complex realm.

"群体共享＂公司这个概念是个非常错综复杂的问题。

TopCoder has 400,000 engineers who are delivering

TopCoder 有四十万工程师承担着

complex design and engineering services.

复杂的设计和工程服务工作。

When I talked to their CEO, he had this great line.

当我跟他们的首席执行官讨论时,发现他有一个宏观的理念：

He said, "We have a community that owns its own company."

他说，"其实我们任何一个社区都可以拥有一间自己的公司。"

And then my all-time favorite, Etsy.

而我的最爱是 Etsy。

Etsy is providing goods that people make themselves

Etsy 提供了一个网上交易市场,

and they're selling it in a marketplace.

人们可以买卖他们手工制作的商品。

It just celebrated its seventh anniversary,

它刚刚庆祝了开业七周年，

and after seven years, last year it delivered

七年后，也就是去年, 它的全部会员的商品成交额达到

530 million dollars' worth of sales to all those individuals

5 亿 3000 万美元，

who have been making those objects.

这些可以他们亲手制作的货物。

I know you guys out there who are businesspeople,

在座的许多都是商人，

are thinking, "Oh my God, I want to build one of those.

你们可能正在盘算:"上帝！我也想建立一个这样的公司。

I see this incredible speed and scale.

有这种令人难以置信的速度和规模发展，

You mean all I have to do is build a platform and all these people are going

而你的意思是说我所要做的就是建这么个网上平台, 人们就会

to put their stuff on top and I sit back and roll it in?"

把东西拿到上面来卖买，而我就可以什么都不做, 只等着钱滚滚而来?"

Building these platforms for participation are so nontrivial to do.

建立这些平台让人们来参与并不是件简单的事情。

I think of the difference of Google Video versus YouTube.

我总是在思考 Google 视频与 YouTube 的差异。

Who would have thought that two young guys and a start-up

谁会想到这两个年轻人, 一个刚刚起步的小公司

would beat out Google Video? Why?

会击败 Google 视频呢？为什么？

I actually have no idea why. I didn't talk to them.

我其实也不知道为什么。我没有跟他们谈过。

But I'm thinking, you know, they probably had

但我想，他们可能运用了

the "share" button a little bit brighter and to the right,

"共享"这个理念稍微好了一点，

and so it was easier and more convenient for the two sides

因此使得群体与公司平台之间结合得更容易和紧密,

that are always participating on these networks.

从而把人们牢牢吸引?

So I actually know a lot about building a peer platform now,

所以,我其实总结了很多关于建立群体共享平台

and a Peers, Inc. company, because I've spent

和公司的经验,因为我花了

the last two years doing that in Paris.

过去的两年时间,在巴黎做着类似的事情。

So let me take you back how it's so incredibly different

所以让我带你回到最初的话题，看一看

building Buzzcar than it was building Zipcar,

建立 Buzzcar 与建立Zipcar 是多么的截然不同，

because now every single thing we do has these two

因为现在我们做每一件事都要考虑到两个

different bodies that I have to be thinking about:

不同的主体,

the owners who are going to provide the cars

一方面是提供车的车主们,

and the drivers who are going to rent them.

另一方面是来租车的司机们。

Every single decision, I have to think about what is right for both sides.

每一项决定，我都要考虑到两方面的利益得失。

There are many, many examples and I'll give you one

有很多很多的例子，我给你举一个，

that is not my favorite example: insurance.

就是那个最让我头疼的例子： 保险。

It took me a year and a half to get the insurance just right.

我花了一年半的时间去搞定这个棘手的问题。

Hours and hours of sitting with insurers and many companies

我走访了许多保险公司, 花去了大量的时间,

and their thoughts about risk and how this is totally innovative,

和他们探讨风险问题和如何创立一套新的保险体系

they'd never thought of it before.

(这种体系)他们以前想都没想过。

Way too much money, I just can't even go there, with lawyers,

商谈的过程太繁琐了, 我真的不想再想那些事了，我与律师一起,

trying to figure out how this is different, who's responsible to whom,

试图找出这种保险有何不同,谁应向谁负责，

and the result was that we were able to provide owners

最终的结果是:我们可以为车主提供

protection for their own driving records and their own history.

保护他们自己的驾驶记录和自己的驾驶历史的保险。

The cars are completely insured during the rental,

在租赁期间, 车子获得全保,

and it gives drivers what they need, and what do they need?

和司机们的最大利益。那是什么呢?

They need a low deductible,

他们需要最低的免赔额，

and 24-hour roadside assistance.

和 24 小时救援服务。

So this was a trick to get these two sides.

这就是如何使双方满意的小例子。

So now I want to take you to the moment of --

所以，现在我们回到正题上来：

When you're an entrepreneur, and you've started a new company,

你是一名企业家，正要开办一个新的公司，

there's the, here's all the stuff we do beforehand,

上面提到的前期准备工作也已经齐备，

and then the service launches. What happens?

然后公司开业大吉。然后会发生什么事呢？

So all those months of work, they come into play.

所有这几个月准备的工作，开始发挥作用。

Last June 1, we launched. It was an exciting moment.

去年六月一日,我们推出了我们的服务,那是一个令人兴奋的时刻。

And all the owners are adding their cars. It's really exciting.

所有车主都在我们的网站添加他们的汽车。真是激动人心。

All the drivers are becoming members. It's excellent.

所有的未来租车人也成为了会员。真是太棒了。

The reservations start coming in, and here,

用车预订喷涌而来,同时

owners who were getting text messages and emails

车主也获得了短信和电子邮件

that said, "Hey, Joe wants to rent your car for the weekend.

说，"嘿，乔想这个周末租你的车,

You can earn 60 euros. Isn't that great? Yes or no?"

你可以赚 60 欧元。很棒吧？行还是不行?"

No reply. Like, a huge proportion of them

没有答复。好象很大一部分人都是这样,

couldn't be bothered after they had just started, they just signed up, to reply.

就在他们签约承诺给予答复后没多久就消声匿迹了....

So I thought, "Duh, Robin, this is the difference between

所以我想，"啊，罗宾，学着点,这就是

industrial production and peer production."

工业生产和"群体共享"之间的区别。

Industrial production, the whole point of industrial production

工业生产, 重点在于

is to provide a standardized, exact service model

提供一个标准化的, 完全一致的服务模式,

that is consistent every single time,

这就是每一次都一样,

and I'm really thankful that my smartphone is made

我真的感激我的智能手机是通过

using industrial production.

工业生产制作的。

And Zipcar provides a very nice, consistent service

同样,Zipcar 提供了一个很好的、 一致的服务

that works fabulously.

它运作得也很棒。

But what does peer production do? Peer production

但群体共享做些什么呢？群体共享

is this completely different way of doing things,

运作起来完全不同,

and you have a big quality range, and so eBay, cleverly,

你有一个参差不齐的资源范畴,所以eBay 很聪明,

the first peer production, Peer, Inc. company, I'd say,

这家最早的群体共享平台, 我认为，

they figured out early on, we need to have ratings

他们早些时候想出对策，我们需要对参与者打分,

and commentaries and all that yucky side stuff.

写评语和揭露所有令人作呕的行为。

We can flag that and we can put it to the side, and people

我们可以给这些人加标识,冷落他们, 让

who are buyers and consumers don't have to deal with it.

买家和消费者不必理会他们。

So going back, this is my look of excitement and joy,

所以回过头来看,这些才是我所认知的兴奋和喜悦，

because all this stuff that I'd also been hoping for

因为这一切的东西也是我所期望的,

actually really did happen, and what's that?

而且事实上确实出现了，那是什么呢？

That is the diversity of what's going on.

就是这种多样性。

You have these different fabulous owners

你有这些各式各样热情的车主们,

and their different cars, different prices,

和他们不同的汽车，不同的价格，

different locations. (Laughter)

来自不同的地区。（笑声）

They dress differently, and they look different,

他们着装不同,长相各异,

and, really, I love these photos every time I look at them.

而且，真的，每次看到这些照片我都爱不释手。

Cool guys, excited guys,

很酷的家伙，兴奋的家伙，

and here is Selma, who -- I love this driver.

这里是塞尔玛，— — 我很喜欢这个司机。

And after a year, we have 1,000 cars

一年后，我们有 1000 辆汽车

that are parked across France and 6,000 people

它们遍布整个法国和 6000 个

who are members and eager to drive them.

成员随时等待使用它们。

This would not be possible to do that in economic fashion

对于一个传统的公司来说,这种经济时尚

for a traditional company.

简直是天方夜谭。

Back to this spectrum.

返回到此座标轴,

So what's happening is, we had the yuck side,

到底发生了什么: 我们看到不好的一端,

but we actually had this real wow side.

但我们其实还有非常出色的一面。

And I can tell you two great stories.

我可以告诉你两个动人的故事。

A driver was telling me that they went to rent a car

有个司机告诉我他们要租一辆车

to go up the coast of France and the owner gave it to them,

去法国海岸游玩, 车主不但把车租给了他,

and said, "You know what, here's where the cliffs are,

并且告诉他那些悬崖在哪里,

and here's all the beaches, and this is my best beach,

哪里有海滩,哪里是我们最好的海滩，

and this is where the best fish restaurant is."

哪里是最好的海鲜餐厅。"

And the peers also become,

而且"群体共享"为

peers and owners create relationships,

租车者和车主建立了友好的关系,

and so at the last minute people can --

因此，在最后一刻, 有人可以-

a driver can say, "Hey, you know what, I really need the car,

例如一个司机可以说，"嘿，老兄,我真的需要用一下车,

is it available?" And that person will say,

行吗?" 车主会说:

"Sure, my wife's at home. Go pick up the keys. Go do it."

"当然可以,，我妻子在家。你去问她拿钥匙。开走它。"

So you can have these really nice things that can't happen,

因此你会遇到这些你以前没碰到过的好事,

and it's a kind of "Wow!" and I want to say "Wow!"

碰到这种事你肯定会说："哇噻“的, 而且我想要说"哇!"

type of thing that's happening here, because individuals,

这种事情发生是因为个体化的原因。

if you're a company, what happens is you might have

如果你是一家公司，有可能

10 people who are in charge of innovation,

你也许有十个人负责创新,

or 100 people who are in charge of innovation.

或是一百人。

What happens in Peer, Inc. companies is that you have

但是在群体共享这种模式下

tens and hundreds and thousands and even millions

有成百上千甚至上百万的

of people who are creating experiments on this model,

人在此模式基础上实践着,

and so out of all that influence and that effort,

所以在此类影响和各方努力下,

you are having this exceptional amount of innovation

你会有数以万计的新生事物

that is coming out.

孕育而生。

So one of the reasons, if we come back to why did I

所以其中原因之一，如果我们追溯为什么我会

call it Buzzcar? I wanted to remind all of us

叫它Buzzcar？我想要提醒所有的人

about the power of the hive,

有关蜂巢的力量,

and its incredible facility to create this platform

和创造这一平台令人难以置信容量

that individuals want to participate and innovate on.

它为每一个工蜂创建了参与与创新的平台。

And for me, when I think about our future,

对我而言，当我想到我们公司的未来，

and all of those problems that seem incredibly large,

和所有的那些貌似非常棘手问题，

the scale is impossible, the urgency is there,

规模不可想象, 而且还非常紧迫,

Peers, Inc. provides the speed and scale

"群体共享"公司不正提供了这种速度和规模,

and the innovation and the creativity that is going to answer these problems.

这种公司的改进和创新不正是问题之答案?

All we have to do is create a fabulous platform for participation -- nontrivial.

我们所要做的就是建立这种有意义的平台让人们参与进来--不简单。

So I continue to think that

于是, 我还在想,

transportation is the center of the hard universe.

交通是全球最令人头痛的问题。

All problems come back to transportation for me.

所有问题都回到我的运输上面来。

But there are all these other areas that are these profound,

但这里还有许多其他领域的问题, 很深远,

big problems that I know that we can work on,

矛盾重重, 但我知道我们可以努力解决,

and people are working on them in many different sectors,

而且人们正在为许多不同的部门探求着答案,

but there's this really fabulous group of things

与此同时,我们发现了

with the power of this Peers, Inc. model.

"群体共享" 的神奇力量。

So over the last decade, we've been reveling in

所以过去十年，我们已经沉迷在

the power of the Internet and how it's empowered individuals,

互联网的巨大魔力之中,亲眼目睹了个人的力量是如何变得万般强大,

and for me, what Peers, Inc. does

对我来说，"群体共享" 公司

is it takes it up a notch. We're now bringing the power

实际上起到了推波助澜的效益。我们现在要集

of the company and the corporation

大,小公司的资源

and supercharging individuals.

和充分利用个体参与者的力量来进行公司的动作。

So for me, it's a collaboration.

所以对我来说，这就是协作精神。

Together, we can. (Applause)

让我们一起努力吧!（掌声）

Thank you. (Applause)

谢谢。（掌声）