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翻译人员: edukm ps
校对人员: Chien Yet Chong
00:13
The creative process -- you know this --
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众所周知,创意过程
00:15
from the first idea to the final product,
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从第一个想法冒出来到最终产品
00:17
is a long process.
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是一个很长的过程。
00:19
It's super-iterative, lots of refinement,
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需要超级多的
反复迭代,无数的改进,
00:22
blood, sweat, tears and years.
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血汗,泪水和时间。
00:24
And we're not saying
you're going to go out for a walk
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我们讨论的并不是,你出去散个步,
左手就可以带着
西斯廷教堂(的设计)回来。
00:27
and come back with the Sistine Chapel
in your left hand.
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00:29
So what frame of the creative
process did we focus on?
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那么我们关注的是
创意过程的哪个环节?
00:32
Just this first part.
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就是这第一部分。
去做头脑风暴,产生新点子。
00:34
Just brainstorming,
coming up with a new idea.
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00:38
We actually ran four studies
with a variety of people.
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我们针对一些不同的人做过四项研究,
包括了进行户外和室内散步的群体。
00:42
You were either walking
indoors or outdoors.
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00:44
And all of these studies
found the same conclusion.
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所有的这些研究都得出了相同的结论。
00:48
I'm only going to tell you
about one of them today.
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我今天只打算告诉你们其中一个例子。
00:51
One of the tests we used for creativity
was alternate uses.
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我们做创意研究的其中
一个测试是替代使用。
00:55
In this test, you have four minutes.
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在这个测试中,你有4分钟的时间
要想出尽可能多的方法
去使用生活中你所能想到的
00:57
Your job is to come up with as many other
ways to use common everyday objects
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日常事物。
01:01
as you can think of.
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01:02
So, for example,
what else would you do with a key,
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比如,除了开门外,
01:05
other than to use it
for opening up a lock?
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你还能用钥匙做什么?
01:08
Clearly, you could use it
as a third eyeball for a giraffe, right?
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显然,你还可以它来当作长颈鹿的
第三只眼睛,没错吧?
01:12
Maybe. That's sort of interesting,
kind of new. But is it creative?
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或许如此。但诸如此类好玩的
新使用方法,算是创意吗?
01:17
So people came up with
as many ideas as they could,
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虽然人们想出了各种各样的主意,
01:20
and we had to decide:
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而我们需要判断,
01:21
Is this creative or not?
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这是不是创意?
01:24
The definition of creativity
that a lot of people go with
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很多人对创意的定义是
01:27
is "appropriate novelty."
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“适用的新奇”。
01:29
For something to be appropriate,
it has to be realistic,
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要让事情变得适用,就需要实用。
01:32
so unfortunately, you can't use
a key as an eyeball.
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但不幸的是,
你无法将钥匙当眼球使用。
01:36
Boo!
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这不算数。
01:37
But "novel," the second thing,
is that nobody had to have said it.
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而第二点,新奇,
是指之前没有人提到过。
01:42
So for us, it had to be appropriate first,
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所以对我们而言,这首先得适用,
01:45
and then for novelty,
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然后是新奇,
01:46
nobody else in the entire population
that we surveyed could have said it.
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已知的地球人都没有想到这个。
01:50
So you might think you could use
a key to scratch somebody's car,
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所以如果你说可以
用钥匙来刮花别人的车,
01:54
but if somebody else said that,
you didn't get credit for it.
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但如果已经有人说过了,
就不够新奇了。
你们都不算。
01:57
Neither of you did.
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01:58
However, only one person said this:
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然而,只有其中一个人这样说:
02:02
"If you were dying
and it were a murder mystery,
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“假如你快要死去,而且是被谋杀的,
02:05
and you had to carve the name
of the murderer into the ground
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你就可以(用钥匙)
把遗嘱和凶手的名字一起
刻在地上。”
02:08
with your dying words."
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02:10
One person said this.
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有个人就是这样说。
02:11
(Laughter)
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(笑声)
02:12
And it's a creative idea,
because it's appropriate and it's novel.
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所以这是一个创造性的想法,
因为适用,而且新奇。
02:16
You either did this test and came up
with ideas while you were seated
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你参与这个测试的
时候是可以是坐着的,
02:19
or while you were walking on a treadmill.
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也可以是在跑步机上走步。
02:22
(Laughter)
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(笑声)
02:24
They did the test twice,
with different objects.
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他们做了这个测试两次,
每次都针对不同的人群。
02:26
Three groups: the first group sat first
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三个组,第一组第一次坐着回答,
02:30
and then sat again for the second test.
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第二次测试也是坐着回答。
02:32
The second group sat first
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第二组,第一次先坐着,
02:35
and then did the second test
while walking on a treadmill.
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第二次则在跑步机上走着。
02:38
The third group --
and this is interesting --
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第三组,就比较有意思了,
02:41
they walked on the treadmill first,
and then they sat.
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他们第一次先在跑步机上走,
然后再坐下回答问题。
02:44
OK, so the two groups
that sat together for the first test,
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那么两个先坐着测试的小组,
02:48
they looked pretty similar to each other,
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他们的想法彼此差异不大,
02:50
and they averaged
about 20 creative ideas per person.
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每个人平均有20个创意。
02:54
The group that was walking
on the treadmill
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那个在跑步机上行走的小组
02:56
did almost twice as well.
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几乎想出了两倍的创意。
02:59
And they were just walking
on a treadmill in a windowless room.
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而他们做的无非是在没有窗户的室内,
在跑步机上散步了一会儿。
03:04
Remember, they took the test twice.
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记住,他们每组人测试了两次。
03:06
The people who sat twice for that second
test didn't get any better;
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两次都坐着的受试者,
第二次的成绩并没有变好,
03:10
practice didn't help.
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练习并无帮助。
03:12
But these same people who were sitting
and then went on the treadmill
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但先坐着,然后在跑步机上行走的人,
03:15
got a boost from walking.
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成绩出现了飙升。
03:17
Here's the interesting thing.
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这就是有趣的地方。
03:19
The people who were
walking on the treadmill
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在跑步机上行走的人
03:21
still had a residue effect of the walking,
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表现出了散步的残余效应,
03:24
and they were still creative afterwards.
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后期仍然富有创意。
03:26
So the implication of this
is that you should go for a walk
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这个研究的启发就是,
在你的一个重要会议开始前,
03:29
before your next big meeting
and just start brainstorming right away.
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你应该出去散个步,
然后立马开始头脑风暴。
03:34
We have five tips for you
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我们有5点提示,
03:36
that will help make this
the best effect possible.
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将会帮你取得最好的效果。
03:39
First, you want to pick a problem
or a topic to brainstorm.
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首先,你需要带着要进行
头脑风暴的问题或话题。
03:44
So, this is not the shower effect,
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这并不是冲凉效应,
03:46
when you're in the shower
and all of a sudden,
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你洗着澡,突然之间,
03:48
a new idea pops out of the shampoo bottle.
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新的主意就从满头的
泡沫中冒出来了。
03:50
This is something
you're thinking about ahead of time.
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而是你提前就在思考的东西。
在行走的时候下意识的
用不同的视角
03:53
They're intentionally thinking about
brainstorming a different perspective
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进行头脑风暴。
03:57
on the walk.
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03:58
Secondly -- I get asked this a lot:
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第二——我常常被人问,
04:00
Is this OK while running?
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跑步的时候也行吗?
04:02
Well, the answer for me
is that if I were running,
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好吧,对我来讲,我跑步的时候
04:05
the only new idea I would have
would be to stop running, so ...
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唯一想到的新主意就是停下来······
04:09
(Laughter)
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(笑声)
04:10
But if running for you
is a comfortable pace, good.
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但假如跑步对你
是一种非常舒适的运动,那没问题。
不论是哪种体力活动,
只要不分担太多注意力就行。
04:14
It turns out, whatever physical
activity is not taking a lot of attention.
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04:18
So just walking at a comfortable
pace is a good choice.
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所以在舒适的地方散步
是蛮好的选择。
04:22
Also, you want to come up with
as many ideas as you can.
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另外,去想出尽可能多的主意。
04:25
One key of creativity
is to not lock on that first idea.
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创意的一个关键是
不要纠结在第一个主意上。
04:28
Keep going.
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继续前进。
继续想新的主意,
直至你选择出1-2个来深入思考。
04:30
Keep coming up with new ones,
until you pick one or two to pursue.
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你可能会担心如果不把它写下来
04:35
You might worry that you don't want
to write them down,
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回头忘记了怎么办?
04:38
because what if you forget them?
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04:39
So the idea here is to speak them.
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最好的方法是把它说出来。
04:41
Everybody was speaking their new ideas.
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每个人都说出他们的新主意。
04:43
So you can put your headphones on
and record through your phone
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你可以带上耳机,用手机录下来,
04:47
and then just pretend you're having
a creative conversation, right?
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就假想自己在进行一场
有创意的对话,没错吧?
04:50
Because the act of writing
your idea down is already a filter.
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因为把主意写下来的动作
就是一种过滤。
你不由得会想:
“这真的值得写下来吗?”
04:54
You're going to be like,
"Is this good enough to write down?"
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然后才会动笔。
04:56
And then you write it down.
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所以尽可能多的去说出来,录下来,
事后再花时间认真思考。
04:58
So just speak as many as you can,
record them and think about them later.
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05:01
And finally: don't do this forever. Right?
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最后,不要一直这么做。
05:04
If you're on the walk
and that idea's not coming to you,
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如果散步并不能给你带来好主意,
05:07
come back to it later at another time.
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稍后再来一次。
05:10
I think we're coming up
on a break right now,
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我想现在我们就需要稍作休息了,
05:12
so I have an idea:
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我有个主意:
05:14
Why don't you grab a leash
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何不带上你的宠物,
05:16
and take your thoughts for a walk?
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带着你的想法出去溜达一圈?
05:19
Thank you.
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谢谢。
05:20
(Applause)
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(鼓掌)
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