Chip Conley: Measuring what makes life worthwhile

175,197 views ・ 2010-06-21

TED


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翻译人员: tintin luo 校对人员: Felix Chen
00:16
I'm going to talk about the simple truth in leadership
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我要讲述的是在21世纪中关于领导力的一个
00:18
in the 21st century.
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简单的道理。
00:20
In the 21st century, we need to actually look at --
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在21世纪,实际上我们需要看重的--
00:23
and what I'm actually going to encourage you to consider today --
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也是我今天鼓励你们考虑的--
00:26
is to go back to our school days
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回到我们上学的日子,
00:28
when we learned how to count.
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在那时我们学习了如何算数。
00:30
But I think it's time for us to think about what we count.
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但实际上我认为,是时候考虑下我们要算些什么。
00:33
Because what we actually count
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因为那些我们被我们算的东西
00:35
truly counts.
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才是真正有价值的。
00:37
Let me start by telling you a little story.
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先让我给你们讲一个小故事吧。
00:39
This is Van Quach.
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这是温.果奇。
00:41
She came to this country in 1986 from Vietnam.
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她在1986年从越南来到美国。
00:44
She changed her name to Vivian
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她改了个新名字,薇薇安
00:46
because she wanted to fit in here in America.
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因为这样她想更好地融入美国社会。
00:48
Her first job was at an inner-city motel
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她的第一份工作是在三藩市市中心的一个汽车旅馆
00:50
in San Francisco as a maid.
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当女佣。
00:52
I happened to buy that motel
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在薇薇安在那儿工作了大约三个月后,
00:54
about three months after Vivian started working there.
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我恰巧买下了那个汽车旅馆。
00:57
So Vivian and I have been working together for 23 years.
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也就是说实际上,我和她一起工作了23年之久。
01:01
With the youthful idealism of a 26-year-old,
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我26岁,正是年轻、充满理想主义情怀的时候
01:03
in 1987,
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1987年,
01:05
I started my company and I called it Joie de Vivre,
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我创办了我的第一间公司,取名为joie de vivre (法语:生活的乐趣),
01:07
a very impractical name,
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一个花哨但并不实用的名字,
01:10
because I actually was looking to create joy of life.
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因为我的本意是想去创造生活的乐趣。
01:13
And this first hotel that I bought, motel,
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我买下的第一个酒店,是个汽车旅馆,
01:16
was a pay-by-the-hour, no-tell motel
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是一个计时付费的,人人都愿意住宿的旅馆。
01:19
in the inner-city of San Francisco.
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坐落在三藩市的市中心。
01:21
As I spent time with Vivian,
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在我和薇薇安交往的过程中
01:23
I saw that she had sort of a joie de vivre
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我发现她总能从她的工作中
01:26
in how she did her work.
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找到生活的乐趣。
01:28
It made me question and curious:
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这使我很好奇并且困惑:
01:30
How could someone actually find joy
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一个人怎么能在清洁厕所这种工作中
01:32
in cleaning toilets for a living?
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找到乐趣呢?
01:35
So I spent time with Vivian, and I saw that
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因此我与薇薇安呆在一起,后来我发现
01:38
she didn't find joy in cleaning toilets.
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她并不是在清洁厕所时找到乐趣。
01:40
Her job, her goal and her calling
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她所追求的目标和价值
01:42
was not to become the world's greatest toilet scrubber.
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并不是成为这世界上最成功的厕所刷洗工。
01:45
What counts for Vivian was the emotional connection
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对薇薇安来说意义在于
01:47
she created with her fellow employees and our guests.
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与她的同事和客户之间的情感交流。
01:50
And what gave her inspiration and meaning
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给予她鼓励和内涵的
01:52
was the fact that she was taking care of people
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实际上是,她所照顾的
01:55
who were far away from home.
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那些身在异乡的人们。
01:57
Because Vivian knew what it was like to be far away from home.
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因为她深知远离家乡是怎样的一种感觉。
02:00
That very human lesson,
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这非常感人的一课,
02:02
more than 20 years ago,
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在超过二十年里,
02:04
served me well during the last
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在这次经济危机中,
02:06
economic downturn we had.
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更是让我受益良多。
02:09
In the wake of the dotcom crash and 9/11,
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在从互联网泡沫和911事件觉醒过来之后,
02:11
San Francisco Bay Area hotels
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三藩市海湾地区的酒店业
02:13
went through the largest percentage revenue drop
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经历了在美国酒店业历史上
02:15
in the history of American hotels.
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最惨重的的收入暴跌。
02:17
We were the largest operator of hotels in the Bay Area,
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我们曾经是海湾地区最大的酒店运营商
02:20
so we were particularly vulnerable.
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因此我们的损失尤其惨重。
02:22
But also back then,
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更糟糕的是,
02:24
remember we stopped eating French fries in this country.
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我们从那时起停止使用法国薯片.
02:26
Well, not exactly, of course not.
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而,准确说来,它不是法国的.。
02:29
We started eating "freedom fries,"
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我们开始吃“自由薯片”
02:32
and we started boycotting anything that was French.
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我们开始抵制一切来自法国的东西
02:35
Well, my name of my company, Joie de Vivre --
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而,我公司的名字,joie de vivre,
02:38
so I started getting these letters
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所以我开始收到许多来
02:40
from places like Alabama and Orange County
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自阿拉巴马和橘郡的信件,
02:43
saying to me that they were going to boycott my company
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通知我他们即将要抵制我的公司,
02:45
because they thought we were a French company.
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原因在于他们以为我们是一家法国公司。
02:47
And I'd write them back, and I'd say, "What a minute. We're not French.
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然后我给他们回信说,“等等,我们不是法国公司。
02:50
We're an American company. We're based in San Francisco."
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我们是美国公司,我们的公司总部在三藩市。“
02:53
And I'd get a terse response: "Oh, that's worse."
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然后我接到一个精炼的回答:那更糟糕!
02:55
(Laughter)
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(笑声)
02:58
So one particular day
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在一个特别的日子,
03:00
when I was feeling a little depressed and not a lot of joie de vivre,
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我感觉异常沮丧甚至找不到生活的乐趣时,
03:02
I ended up in the local bookstore around the corner from our offices.
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我走进了一间坐落在我们办公室楼边的本地书店。
03:05
And I initially ended up in the business section of the bookstore
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我先去看了和经商有关的书籍,
03:08
looking for a business solution.
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寻找一个商业解决方案。
03:10
But given my befuddled state of mind, I ended up
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可是我感觉到头昏脑胀,
03:12
in the self-help section very quickly.
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我快速浏览了有关自助的书籍。
03:14
That's where I got reacquainted with
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在那儿,我重新认识了
03:16
Abraham Maslow's "hierarchy of needs."
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亚伯拉罕.马斯洛的人类需求等级的理论。
03:19
I took one psychology class in college,
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我在大学里上过一门心理学的课程,
03:21
and I learned about this guy, Abraham Maslow,
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正如你们很多人一样,
03:23
as many of us are familiar with his hierarchy of needs.
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我从亚伯拉罕.马斯洛那儿学到了“需求层次理论”。
03:25
But as I sat there for four hours,
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我在那里坐了四个小时,
03:28
the full afternoon, reading Maslow,
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整个下午都在阅读读马斯洛的经典,
03:31
I recognized something
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我确实意识到一些
03:33
that is true of most leaders.
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适用于多数领导者的东西。
03:35
One of the simplest facts in business
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而商业中最简单的事实之一是
03:37
is something that we often neglect,
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一些通常被我们忽略的东西。
03:39
and that is that we're all human.
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我们都是人。
03:41
Each of us, no matter what our role is in business,
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我们每个人,无论我们在商场上扮演着怎样的角色,
03:44
has some hierarchy of needs
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在工作岗位上,我们都有着
03:46
in the workplace.
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一些不同层次的需求。
03:48
So as I started reading more Maslow,
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所以当我更多阅读马斯洛的著作时,
03:50
what I started to realize is that
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我开始意识到
03:52
Maslow, later in his life,
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马斯洛在晚年的时候
03:54
wanted to take this hierarchy for the individual
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尝试着将这种个人的需求的不同层级
03:56
and apply it to the collective,
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应用在集体层面,
03:58
to organizations and specifically to business.
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应用在组织中,尤其在商业企业中。
04:01
But unfortunately, he died prematurely in 1970,
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但不幸的是,他在1970年早逝了
04:04
and so he wasn't really able to live that dream completely.
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所以他不能见证这一梦想的实现。
04:06
So I realized in that dotcom crash
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所以我意识到在互联网爆炸后,
04:09
that my role in life was to channel Abe Maslow.
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传承马斯洛的理论,成了我生命中的一项重要的任务。
04:12
And that's what I did a few years ago
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这我几年前开始
04:14
when I took that five-level hierarchy of needs pyramid
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把他的五级需求金字塔
04:17
and turned it into what I call the transformation pyramid,
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转变成了我的三级转变金字塔——
04:20
which is survival, success and transformation.
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生存,成功和转变
04:23
It's not just fundamental in business, it's fundamental in life.
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这不只是商业的根本,它也是生活的根本。
04:26
And we started asking ourselves the questions
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我们开始问自己,
04:28
about how we were actually addressing
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如何才能真正的解决
04:30
the higher needs, these transformational needs
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更高级的需求,我们公司核心
04:32
for our key employees in the company.
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员工的转变的需求。
04:35
These three levels of the hierarchy needs
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需求层级中的这三个层次
04:37
relate to the five levels
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实际上与马斯洛的五级需求
04:39
of Maslow's hierarchy of needs.
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紧密联系。
04:41
But as we started asking ourselves about how we were addressing
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但当我们开始问自己如何解决
04:43
the higher needs of our employees and our customers,
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我们公司员工和客户的更高层次需求时,
04:46
I realized we had no metrics.
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我意识到我们没有任何衡量标准
04:48
We had nothing that actually could tell us whether we were actually getting it right.
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我们不知道我们怎样做才是对的。
04:51
So we started asking ourselves:
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因此我们开始自问:
04:53
What kind of less obvious metrics
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什么样的不明显的衡量标准
04:55
could we use to actually evaluate
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能被我们用来评估
04:58
our employees' sense of meaning,
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我们的雇员的归属感,
05:00
or our customers' sense of emotional connection with us?
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或我们的客户与我们公司的情感维系程度?
05:03
For example, we actually started asking our employees,
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例如,我们开始询问问我们的员工,
05:05
do they understand the mission of our company,
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是否理解我们公司的目标,
05:07
and do they feel like they believe in it,
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他们是否对此表示认同,
05:09
can they actually influence it,
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他们能否确实的影响到它,
05:11
and do they feel that their work actually has an impact on it?
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他们能否感到他们的工作能够实实在在地实现着为这些目标。
05:14
We started asking our customers,
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我们开始问我们的客户,
05:16
did they feel an emotional connection with us,
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问他们是否感觉到与我们之间的情感联系,
05:18
in one of seven different kinds of ways.
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七种不同情感联系方式之一。
05:21
Miraculously, as we asked these questions
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出乎意料的是,当我们问这些问题,
05:23
and started giving attention higher up the pyramid,
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并开始关注我们的金字塔顶端的更高层次需求时,
05:26
what we found is we created more loyalty.
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我们发现我们我们拥有了更多的忠诚。
05:28
Our customer loyalty skyrocketed.
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我们客户的忠诚度暴涨。
05:30
Our employee turnover dropped
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我们的员工离职率降至
05:32
to one-third of the industry average,
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酒店行业平均职工流动率的三分之一。
05:34
and during that five year dotcom bust,
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在五年的互联网危机中,
05:36
we tripled in size.
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我们的企业规模翻了三倍。
05:38
As I went out and started spending time with other leaders out there
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现在,我走出来,花时间与其他领导者交流
05:41
and asking them how they were getting through that time,
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问他们是如何度过这个困难时期的时候,
05:43
what they told me over and over again
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他们一次又一次的告诉我
05:45
was that they just manage what they can measure.
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他们只是管理那些他们可以衡量的东西,
05:47
What we can measure is that tangible stuff
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而那些位于金字塔底部
05:49
at the bottom of the pyramid.
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可以衡量的有形的东西。
05:51
They didn't even see the intangible stuff
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他们甚至不看金字塔中
05:53
higher up the pyramid.
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更高层的那些无形的东西。
05:55
So I started asking myself the question:
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所以我开始问自己:
05:57
How can we get leaders to start valuing the intangible?
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如何我们才能让领导者开始重视无形的的东西?
05:59
If we're taught as leaders to just manage what we can measure,
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如果领导者们只是被教育去管理那些可以衡量的,
06:02
and all we can measure is the tangible in life,
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并且所有我们所能衡量的是生命中有形的东西,
06:05
we're missing a whole lot of things at the top of the pyramid.
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我们就失去了位于金字塔顶部的整个部分。
06:08
So I went out and studied a bunch of things,
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所以我又去学习一些事情。
06:10
and I found a survey that showed
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我发现在一份报告,其中显示
06:12
that 94 percent
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世界上百分之九十四的
06:14
of business leaders worldwide
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商业领袖
06:16
believe that the intangibles are important in their business,
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相信无形资产对于他们企业至关重要,
06:18
things like intellectual property,
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例如知识产权、
06:20
their corporate culture, their brand loyalty,
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企业文化、品牌忠诚度等。
06:22
and yet, only five percent of those same leaders
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然而这些领袖中只有5%的人
06:25
actually had a means of measuring the intangibles in their business.
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有办法衡量这些在企业中的无形资产.
06:28
So as leaders, we understand
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所以我们作为领袖,我们明白
06:30
that intangibles are important,
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无形资产的重要性,
06:32
but we don't have a clue how to measure them.
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但是如何实际的去衡量它们,我们没有什么头绪。
06:35
So here's another Einstein quote:
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在此我想引用爱因斯坦的一句话:
06:37
"Not everything that can be counted counts,
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不是所有有价值的都能被计算,
06:40
and not everything that counts can be counted."
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并且,不是所有能计算的都有价值。“
06:44
I hate to argue with Einstein,
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我并不想与爱因斯坦争论,
06:46
but if that which is most valuable
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但是如果那些在我们
06:49
in our life and our business
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生命和商业中最有价值的
06:51
actually can't be counted or valued,
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实际上并不能被计数或估价,
06:54
aren't we going to spend our lives
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我们是否要让我们的一生
06:56
just mired in measuring the mundane?
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深陷于衡量那些平淡和不重要的事情呢?
06:59
It was that sort of heady question about what counts
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正是这类关于什么才有价值的难题
07:02
that led me to take my CEO hat off for a week
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使我撇下CEO的身份在一星期内
07:05
and fly off to the Himalayan peaks.
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飞向喜马拉雅山脉的顶端
07:08
I flew off to a place that's been shrouded in mystery for centuries,
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我飞向了一个几个世纪以来一直充满了无限迷团的地方,
07:11
a place some folks call Shangri-La.
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一个叫做香格里拉的地方
07:14
It's actually moved from the survival base of the pyramid
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这实际上是一个从金字塔的的生存基础
07:17
to becoming a transformational
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成为一个世界的
07:19
role model for the world.
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角色转换模型。
07:21
I went to Bhutan.
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我去了不丹
07:23
The teenage king of Bhutan was also a curious man,
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那个年轻的国王也是个有好奇心的人,
07:25
but this was back in 1972,
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但这要回到1972年,
07:28
when he ascended to the throne
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他在他父亲去世两天后
07:30
two days after his father passed away.
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登上国王的宝座。
07:32
At age 17, he started asking the kinds of questions
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在他17岁的时,他开始问这样一些问题:
07:35
that you'd expect of someone with a beginner's mind.
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一些你也许认为幼稚的问题。
07:37
On a trip through India,
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在去印度的旅途中,
07:39
early in his reign as king,
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在他称帝的早期,
07:42
he was asked by an Indian journalist
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他被一个印度记者问到
07:44
about the Bhutanese GDP,
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关于不丹的GDP,
07:46
the size of the Bhutanese GDP.
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不丹GDP的大小的问题。
07:49
The king responded in a fashion
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这位国王的回答方式
07:51
that actually has transformed us four decades later.
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在四十年之后的今天仍然让我们受益匪浅。
07:54
He said the following, he said: "Why are we so obsessed
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他这样说:“我们为什么要如此痴迷
07:57
and focused with gross domestic product?
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于国内生产总值呢?
07:59
Why don't we care more about
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为什么我们不多关注一下
08:01
gross national happiness?"
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一个国家国民的快乐呢?”
08:03
Now, in essence, the king was asking us to consider
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现在,从本质上来说,这位国王是在让我们去考虑
08:06
an alternative definition of success,
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对成功的另外一种定义
08:08
what has come to be known as
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这是就是
08:10
GNH, or gross national happiness.
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GNH, 国民幸福总值
08:13
Most world leaders didn't take notice,
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这个世界上的多少领导者对此并不关心
08:15
and those that did thought this was just "Buddhist economics."
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那些有考虑过这些的人认为这些只是“佛教经济学”
08:19
But the king was serious.
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但是那位国王是认真的
08:21
This was a notable moment,
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这其实是一个值得关注的时刻,
08:23
because this was the first time a world leader
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因为这是近两百年来第一次
08:25
in almost 200 years
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有一个世界的领导者
08:27
had suggested
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提出
08:29
that intangible of happiness --
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这种不可见的快乐——
08:31
that leader 200 years ago,
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再次提出,200年前
08:33
Thomas Jefferson with the Declaration of Independence --
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汤马斯.杰佛逊在他的独立宣言中
08:36
200 years later,
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200年之后
08:38
this king was suggesting that intangible of happiness
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这位国王提出了这种无形的快乐
08:40
is something that we should measure,
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是我们应该衡量的,
08:42
and it's something we should actually value
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也是作为政府领导人真正
08:44
as government officials.
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应该重视的。
08:46
For the next three dozen years as king,
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在接下来他当国王的36年中,
08:49
this king actually started measuring
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这位国王甚至开始衡量
08:52
and managing around happiness in Bhutan --
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和管理不丹的快乐。
08:55
including, just recently, taking his country
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也包括最近,把这个国家
08:57
from being an absolute monarchy to a constitutional monarchy
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从一个完全的君主专政政体转变为了一个君主立宪政体
09:00
with no bloodshed, no coup.
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没有流血,没有屠杀。
09:02
Bhutan, for those of you who don't know it,
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不丹,对那些不了解这个国家的人来说
09:04
is the newest democracy in the world, just two years ago.
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是一个新型的民主政体,仅仅始于两年前。
09:07
So as I spent time with leaders in the GNH movement,
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所以当我与这些提倡国民幸福总值运动的领袖们交流,
09:10
I got to really understand what they're doing.
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我才逐渐明白他们在做些什么。
09:12
And I got to spend some time with the prime minister.
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当我与这位总理相处时,
09:14
Over dinner, I asked him an impertinent question.
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在一次晚饭时,我问了他一个毫不相干的问题。
09:18
I asked him,
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我问他,
09:20
"How can you create and measure
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”你是怎样创造和度量
09:23
something which evaporates --
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一些空泛易蒸发的东西,
09:25
in other words, happiness?"
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换句话来说,快乐?“
09:27
And he's a very wise man, and he said,
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他是充满智慧的人,他回答说:
09:29
"Listen, Bhutan's goal is not to create happiness.
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“佛祖的目的并不是去创造快乐,
09:32
We create the conditions for happiness to occur.
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我们创造那些让快乐能够存在的条件。
09:35
In other words, we create a habitat of happiness."
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也就是说,我们创造了快乐的栖息地。”
09:37
Wow, that's interesting.
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哇,这真是有趣。
09:39
He said that they have a science behind that art,
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而且他说他们在这种艺术的背后有一种科学
09:42
and they've actually created four essential pillars,
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他们实际上创造了四个重要的支柱,
09:44
nine key indicators
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9个核心指标
09:46
and 72 different metrics
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和72个不同的度量标准
09:48
that help them to measure their GNH.
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这些能够帮助测量GNH。
09:51
One of those key indicators is:
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实际上,其中一个核心指标是
09:54
How do the Bhutanese feel about
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如何让不丹人感觉到
09:56
how they spend their time each day?
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他们是如何度过他们的每一天的呢?
09:58
It's a good question. How do you feel about
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这是一个不错的问题。如何感觉
10:00
how you spend your time each day?
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你的每一天是如何度过的呢?
10:02
Time is one of the scarcest resources
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在现代社会社会中,时间是一种
10:04
in the modern world.
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最稀缺的资源。
10:06
And yet, of course,
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可是,诚然
10:08
that little intangible piece of data
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这微小的不可见的数据
10:10
doesn't factor into our GDP calculations.
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并不影响我们对GDP的计算。
10:12
As I spent my week up in the Himalayas,
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所以当我把时间花在喜马拉雅山脉的时候,
10:14
I started to imagine
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我开始想象
10:16
what I call an emotional equation.
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我所谓的一种情感方程式。
10:19
And it focuses on something I read long ago
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这是很久以前我从拉比. 海曼. 斯佳特尔
10:22
from a guy named Rabbi Hyman Schachtel.
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读到的。
10:24
How many know him? Anybody?
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有多少人知道他?有人知道么?
10:26
1954, he wrote a book called "The Real Enjoyment of Living,"
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在1954年,他写过一本书,叫做《生活的真正乐趣》
10:29
and he suggested that happiness
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他提出快乐
10:31
is not about having what you want;
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并不在于得到你所想要的。
10:34
instead, it's about wanting what you have.
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而在于你想往你所拥有的。
10:37
Or in other words, I think the Bhutanese believe
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也就是说,我认为不丹人相信
10:40
happiness equals wanting what you have --
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快乐等同于想往你所拥有的东西
10:42
imagine gratitude --
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想象一下感恩
10:44
divided by having what you want --
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分割成拥有你所想要的东西
10:47
gratification.
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满足感。
10:49
The Bhutanese aren't on some aspirational treadmill,
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不丹人的志趣不至于一些有抱负但枯燥无趣的工作上
10:52
constantly focused on what they don't have.
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持续关注与那些他们没有的事物。
10:55
Their religion, their isolation,
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他们的宗教,他们的与世隔离,
10:57
their deep respect for their culture
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他们深深的对自己文化的尊重
10:59
and now the principles of their GNH movement
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以及现在GNH运动的原则,
11:01
all have fostered a sense of gratitude
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这所有的一切都培养了一种对他们所拥有的
11:03
about what they do have.
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感恩的情结。
11:05
How many of us here, as TEDsters in the audience,
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我们之中有多少人,作为TED的拥护者,
11:08
spend more of our time
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把更多的时间花在
11:10
in the bottom half of this equation, in the denominator?
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这个方程式的底端,分母上呢?
11:13
We are a bottom-heavy culture
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我们总是一种底端受重文化所逼迫
11:15
in more ways than one.
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在很多方面都是如此
11:17
(Laughter)
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(笑声)
11:19
The reality is, in Western countries,
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事实上是,在西方国家,
11:22
quite often we do focus on the pursuit of happiness
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通常我们注重对快乐的追求
11:25
as if happiness is something that we have to go out --
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正如快乐是一种我们必须非常从外部才能得到的
11:28
an object that we're supposed to get, or maybe many objects.
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一种我们我们理应得到的东西,和很多其他的东西一样
11:31
Actually, in fact, if you look in the dictionary,
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而事实上,如果你查查字典看一下的话,
11:33
many dictionaries define pursuit
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许多字典把这种追求定义为
11:37
as to "chase with hostility."
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“带着敌意的追逐”。
11:40
Do we pursue happiness with hostility?
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我们是带着对抗的情绪追求快乐的么?
11:43
Good question. But back to Bhutan.
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问的好。再回到不丹。
11:46
Bhutan's bordered on its north and south
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实际上,在不丹南边和北边的边境
11:49
by 38 percent of the world's population.
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生存着这个世界百分之38的人口。
11:51
Could this little country,
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这个小国
11:54
like a startup in a mature industry,
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在一个成熟的工业社会中刚刚起步,
11:56
be the spark plug that influences
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就放出万丈光芒,影响了
11:59
a 21st century
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整个二十一世纪
12:01
of middle-class in China and India?
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的中国和印度的中产阶级?
12:03
Bhutan's created the ultimate export,
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不丹实际上创造了一种终极的输出,
12:06
a new global currency of well-being,
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一种新的全球通用的福祉。
12:09
and there are 40 countries around the world today
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这个世界上有40个国家
12:11
that are studying their own GNH.
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正在研究他们自己的GNH。
12:13
You may have heard, this last fall
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你也许听过,去年的秋天
12:15
Nicolas Sarkozy in France
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法国的尼古拉·萨科齐,
12:17
announcing the results of an 18-month study
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宣布了获得了诺贝尔奖的经济学家一项
12:20
by two Nobel economists,
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18个月研究的研究结果,
12:22
focusing on happiness and wellness in France.
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这项研究关注于法国的快乐和幸福。
12:24
Sarkozy suggested that
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萨科奇提出
12:26
world leaders should stop
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世界的领导人应该停止
12:28
myopically focusing on GDP
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目光短浅地只关注GDP
12:30
and consider a new index,
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关注一种新的指数,
12:32
what some French are calling a "joie de vivre index."
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法国人称之为“幸福指数”
12:35
I like it.
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我喜欢这个提法。
12:37
Co-branding opportunities.
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一个品牌合作的机会。
12:39
Just three days ago, three days ago here at TED,
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就在三天前,在我来的TED的三天前,
12:41
we had a simulcast of David Cameron,
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我们和大卫.喀麦隆有一个同时联播节目,
12:43
potentially the next prime minister of the UK,
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他可能是下任英国首相,
12:46
quoting one of my favorite speeches of all-time,
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引用了一个我最爱的一句演讲,
12:49
Robert Kennedy's poetic speech from 1968
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罗伯特 肯尼迪在1968年的诗歌演讲
12:52
when he suggested that we're
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当时他提出我们
12:54
myopically focused on the wrong thing
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只把目光放在那些错误的事情上
12:56
and that GDP is a misplaced metric.
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GDP是一个错位的度量标准。
12:59
So it suggests that the momentum is shifting.
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这预示着动机发生了转变。
13:02
I've taken that Robert Kennedy quote,
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我也曾经用过罗伯特 肯尼迪的这句话,
13:04
and I've turned it into a new balance sheet for just a moment here.
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我也曾经把它转变成一种新的衡量收支平衡的办法。
13:07
This is a collection of things
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这实际上是事物的一种结合
13:09
that Robert Kennedy said in that quote.
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罗伯特 肯尼迪在他的
13:11
GDP counts everything from air pollution
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GDP可以计算空气污染
13:13
to the destruction of our redwoods.
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红木的污染
13:16
But it doesn't count the health of our children
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但它并没儿童的健康考虑在内,
13:18
or the integrity of our public officials.
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没把公务员的正直程度考虑在内。
13:21
As you look at these two columns here,
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当你看在这两栏的时候
13:24
doesn't it make you feel like it's time for us
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难道你不觉得这正是我们
13:26
to start figuring out a new way to count,
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应该开始从新创造一种新的方式去衡量么
13:28
a new way to imagine
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一种方式去真正地想象
13:30
what's important to us in life?
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什么才是生活中最重要的东西?
13:32
(Applause)
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(掌声)
13:36
Certainly Robert Kennedy suggested at the end of the speech exactly that.
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诚然,罗伯特肯尼迪在他的演讲的末尾提出了完全一致的号召。
13:39
He said GDP "measures everything in short,
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他说,GDP计算了一切短暂的东西
13:42
except that which makes life worthwhile."
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而没有包涵那些使生命变得有价值的东西
13:45
Wow.
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哇。
13:47
So how do we do that?
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那么我们怎么办呢?
13:49
Let me say one thing we can just start doing
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在我们开始这么做之前,让我先告诉大家一件事
13:51
ten years from now, at least in this country.
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两年前的今天,至少是在这个国家,
13:53
Why in the heck in America
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为什么在美国
13:55
are we doing a census in 2010?
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我们做了2010年的人口普查
13:57
We're spending 10 billion dollars on the census.
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我们花了10亿美元在这个人口普查上面
14:00
We're asking 10 simple questions -- it is simplicity.
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我们只是问了10个非常简单的问题
14:02
But all of those questions are tangible.
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但是所有的这些问题都是可以触摸的
14:05
They're about demographics.
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他们都是关于人口统计学特征的
14:07
They're about where you live, how many people you live with,
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他们是关于你在哪里居住,你和多少人一起住
14:09
and whether you own your home or not.
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还有你是否拥有你所居住的房子。
14:11
That's about it.
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也就是这些
14:13
We're not asking meaningful metrics.
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我们并不被问及有意义的度量
14:15
We're not asking important questions.
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我们并不被问及重要的问题
14:17
We're not asking anything that's intangible.
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我们没有问及任何不可见的事物。
14:19
Abe Maslow said long ago
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马斯洛很久以前说过的
14:21
something you've heard before, but you didn't realize it was him.
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一些我们以前听说过的,但是你以前并不意识到是他说的
14:24
He said, "If the only tool you have is a hammer,
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他说,“手里拿着个锤子
14:27
everything starts to look like a nail."
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看什么都像是钉子。“
14:30
We've been fooled by our tool.
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我们被我们的工具所愚弄。
14:32
Excuse that expression.
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这个表述或许不恰当
14:34
(Laughter)
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(笑声)
14:36
We've been fooled by our tool.
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我们被我们的工具所愚弄
14:38
GDP has been our hammer.
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GDP就像是我们的锤子。
14:41
And our nail has been a 19th- and 20th-century
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我们的钉子是从19世纪到20世纪的
14:44
industrial-era model of success.
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工业时代的成功模型。
14:47
And yet, 64 percent
364
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可是,当今世界
14:49
of the world's GDP today
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百分之六十四的GDP
14:51
is in that intangible industry we call service,
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是来自于不可见的,称之为服务业的行业
14:53
the service industry, the industry I'm in.
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服务业,我所在的行业。
14:56
And only 36 percent is in the tangible industries
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只有百分之三十六来自于可见的行业,
14:58
of manufacturing and agriculture.
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制造业和农业。
15:00
So maybe it's time that we get a bigger toolbox, right?
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所以是时候我们换一个大一点的工具盒了,对吧。
15:03
Maybe it's time we get a toolbox that
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或者是时候我们事实上需要一个工具盒
15:05
doesn't just count what's easily counted, the tangible in life,
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并不只能量那些很容易被量的,在生活中具体的、可以的触摸的东西,
15:08
but actually counts what we most value,
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事实上能够量度那些我们最重视的
15:11
the things that are intangible.
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那些不可度量的东西
15:13
I guess I'm sort of a curious CEO.
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我想我是个有好奇心的CEO。
15:15
I was also a curious economics major as an undergrad.
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我过去也只是个对充满好奇心的经济学专业本科生。
15:18
I learned that economists measure everything
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我学到了经济学衡量一切
15:21
in tangible units of production and consumption
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可以具体化的单位生产和消费
15:24
as if each of those tangible units
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好像那些可以被具体化的单位
15:26
is exactly the same.
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是完全等同的一样
15:28
They aren't the same.
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他们是不一样的
15:30
In fact, as leaders, what we need to learn
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事实上,作为领导者,我们需要了解的是
15:32
is that we can influence
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我们其实可以影响
15:34
the quality of that unit of production
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每个单位产量的质量
15:37
by creating the conditions
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通过从实际中创造条件
15:39
for our employees to live their calling.
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给我们的员工去找到他们的价值
15:41
In Vivian's case,
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从薇薇安的例子中,
15:43
her unit of production
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她的单位产量
15:45
isn't the tangible hours she works,
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并不是可以计算的她工作的每个小时
15:47
it's the intangible difference she makes
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而是她所做到的那些不可触摸的区别
15:49
during that one hour of work.
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在那一小时的工作中
15:51
This is Dave Arringdale who's actually
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这也是为什么大卫.亚玲达尔
15:53
been a longtime guest at Vivian's motel.
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变成来薇薇安的旅馆的常客的原因
15:55
He stayed there a hundred times
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他在那里呆了数百次
15:57
in the last 20 years,
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在近20年中
15:59
and he's loyal to the property because of the relationship
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他对这个旅馆的忠诚来自于这层关系
16:02
that Vivian and her fellow employees have created with him.
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薇薇安和她的同事所创造的与他的这层关系
16:05
They've created a habitat of happiness for Dave.
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他们创造了一个快乐的栖息地给大卫
16:08
He tells me that he can always count
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他告诉我他总是可以依赖于
16:11
on Vivian and the staff there
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薇薇安和那里的所有员工
16:13
to make him feel at home.
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他们让他感受到了家的感觉
16:16
Why is it that
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为什么
16:18
business leaders and investors
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企业领袖、投资者
16:20
quite often don't see the connection
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通常看不到这层关系
16:23
between creating the intangible
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创造的不可触摸的
16:25
of employee happiness
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员工们的快乐
16:27
with creating the tangible
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以及
16:29
of financial profits in their business?
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商业中的财政利润
16:32
We don't have to choose between
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我们并不一定要从中选择
16:34
inspired employees and sizable profits,
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或是有受激励的员工或巨大的经济利润。
16:37
we can have both.
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我们可以同时拥有这两者
16:39
In fact, inspired employees quite often
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事实上,受到鼓舞的员工,很多时候
16:41
help make sizable profits, right?
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对获得巨大的利润很有帮助
16:44
So what the world needs now,
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所有,当今我们所需要的,
16:46
in my opinion,
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我的观点
16:48
is business leaders and political leaders
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是商界领袖和政界领袖,
16:51
who know what to count.
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那些知道去衡量些什么的人
16:53
We count numbers.
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我们计算数字,
16:55
We count on people.
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我们依靠人,
16:58
What really counts is when we actually use our numbers
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我们真正看重的是当我们可以用数字
17:01
to truly take into account our people.
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去真正使我们的顾客收益
17:04
I learned that from a maid in a motel
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我从一个汽车旅馆的女仆和一个国家的国王那里
17:07
and a king of a country.
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学到了这个道理。
17:09
What can you
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什么是你
17:11
start counting today?
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从今天开始就计算的呢?
17:13
What one thing can you start counting today
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有一样东西,你今天就可以开始计算
17:16
that actually would be meaningful in your life,
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会使你一生受用,
17:18
whether it's your work life or your business life?
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不管这是为你的工作,还是为了你的生意
17:21
Thank you very much.
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非常感谢。
17:23
(Applause)
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(掌声)
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