Rachel Botsman: The currency of the new economy is trust

152,188 views ・ 2012-09-24

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00:00
Translator: Joseph Geni Reviewer: Morton Bast
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翻译人员: Ben Peng 校对人员: Qi Zhang
00:15
So if someone asked you
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如果有人请你
00:17
for the three words that would sum up
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用三个词来概括你的名声,
00:20
your reputation, what would you say?
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你会选用哪三个?
00:23
How would people describe your judgment,
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别人会怎样去评价你在不同情况下
00:26
your knowledge, your behaviors, in different situations?
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所展现出的判断力,知识,和行为?
00:30
Today I'd like to explore with you
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今天我想和大家一起探讨,
00:32
why the answer to this question
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为什么这个问题的答案
00:34
will become profoundly important
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在当今具有深远的意义。
00:36
in an age where reputation will be your most valuable asset.
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在当今社会,名誉是人们最宝贵的资产。
00:40
I'd like to start by introducing you to someone
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首先,我想给大家介绍一个人。
00:43
whose life has been changed by a marketplace
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他的人生曾被一个特别的市场改变。
00:47
fueled by reputation.
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这个市场是由名声推动的。
00:49
Sebastian Sandys has been a bed and breakfast host
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从2008年开始,Sebastian Sandys在网站Airbnb上面
00:52
on Airbnb since 2008.
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作为一个住家向游客提供早餐和住宿。
00:54
I caught up with him recently, where, over the course
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在我们最近的交谈中,
00:57
of several cups of tea, he told me how
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一起喝了几杯茶之后,他告诉我
01:00
hosting guests from all over the world
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招待来自世界各地的客人
01:03
has enriched his life.
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大大丰富了他的生活。
01:04
More than 50 people have come to stay in the 18th-century
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他和他名叫Squeak的猫住在一个18 世纪哨所模样的房子里。
01:07
watchhouse he lives in with his cat, Squeak.
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曾有50 多个人在那里借宿。
01:10
Now, I mention Squeak because Sebastian's first guest
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我刚刚提到Squeak,是因为Sebastian的第一个客人
01:15
happened to see a rather large mouse run across the kitchen,
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在他家看见了一只硕大的老鼠跑过厨房。
01:19
and she promised that she would refrain from leaving
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她对Sebastian说,她会在Airbnb网站上给这个房子差评,
01:21
a bad review on one condition: he got a cat.
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除非他选择养只猫。
01:25
And so Sebastian bought Squeak to protect his reputation.
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所以为了保护他的名声,Sebastian买来了Squeak。
01:29
Now, as many of you know, Airbnb is a peer-to-peer
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我想你们许多人知道Airbnb,它是个人对个人的房屋租赁平台,
01:32
marketplace that matches people who have space to rent
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有多余空间的房主发布自己的房屋信息,
01:36
with people who are looking for a place to stay
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有需要的人可在上面预订。
01:39
in over 192 countries.
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Airbnb用户遍布了超过192 个国家。
01:41
The places being rented out are things that you might
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出租的房间种类有普通的
01:44
expect, like spare rooms and holiday homes,
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多余房间和度假屋,
01:47
but part of the magic is the unique places
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也有各种奇妙类型的房屋,
01:50
that you can now access: treehouses, teepees,
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比如树屋,圆锥形帐篷,
01:53
airplane hangars, igloos.
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飞机机库,雪屋等等。
01:56
If you don't like the hotel, there's a castle down the road
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如果你不喜欢住酒店,
01:59
that you can rent for 5,000 dollars a night.
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你可以住在5000美元一晚的城堡里。
02:02
It's a fantastic example of how technology
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Airbnb这个例子说明
02:05
is creating a market
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科技正在那些我们未曾想到的
02:07
for things that never had a marketplace before.
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领域上创造出崭新的市场。
02:09
Now let me show you these heat maps of Paris
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现在请大家看这些巴黎的热点地图,
02:13
to see how insanely fast it's growing.
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这里你可以看到这个市场是如何疯狂增长的。
02:15
This image here is from 2008.
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这幅图片是从 2008 年开始的。
02:18
The pink dots represent host properties.
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粉色点表示可以租赁的房屋。
02:21
Even four years ago, letting strangers stay in your home
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甚至仅四年以前,让陌生人留宿在你的家理
02:25
seemed like a crazy idea.
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看上去就像一个疯狂的想法。
02:28
Now the same view in 2010.
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现在,是在 2010 年的同一视图。
02:30
And now, 2012.
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和现在,2012 年。
02:33
There is an Airbnb host on almost every main street in Paris.
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在巴黎几乎每个主要的街道上有 一个Airbnb 住家。
02:38
Now, what's happening here is people are realizing
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现在正在发生的,即是人们正在认识到
02:43
the power of technology to unlock the idling capacity
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技术的力量可以让闲置的空间得以利用,
02:47
and value of all kinds of assets,
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让各种类型的的资产价值得以体现:
02:50
from skills to spaces to material possessions,
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从技能,到空间,到物质财产,
02:53
in ways and on a scale never possible before.
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以前所未有的方式和规模。
02:57
It's an economy and culture called collaborative consumption,
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它是一个被称为协作消费的经济和文化现象,
03:00
and, through it, people like Sebastian
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并且,通过它,像Sebastian一样的人们
03:03
are becoming micro-entrepreneurs.
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正在成为微型企业家。
03:05
They're empowered to make money and save money
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他们从所拥有的资产里
03:08
from their existing assets.
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挖掘出了创造财富的方法。
03:10
But the real magic and the secret source behind
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但在背后真正支撑像Airbnb这样的
03:13
collaborative consumption marketplaces like Airbnb
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协作消费市场的
03:16
isn't the inventory or the money.
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不是库存或钱。
03:18
It's using the power of technology to build trust
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是利用技术的力量建立陌生人
03:22
between strangers.
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之间的信任。
03:23
This side of Airbnb really hit home to Sebastian last summer
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Airbnb的这一特点在去年夏天伦敦暴乱时,
03:27
during the London riots.
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真正影响到了Sebastian。
03:28
He woke up around 9, and he checked his email
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他大约在九点醒来,然后查看了电子邮箱,
03:31
and he saw a bunch of messages all asking him
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接着他看到了许多信息都来确认他
03:34
if he was okay.
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是否安然无事。
03:36
Former guests from around the world had seen that
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他曾经来自世界各地的客人知道了
03:38
the riots were happening just down the street, and wanted
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距离他家很近的暴乱,于是都来
03:40
to check if he needed anything.
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问他需要什么帮助。
03:42
Sebastian actually said to me, he said, "Thirteen former guests
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Sebastian其实对我说,他说,"在十三个客人
03:45
contacted me before my own mother rang." (Laughter)
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与我联系之后我母亲才打来电话。"(笑声)
03:50
Now, this little anecdote gets to the heart of why
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现在,这段小插曲联系到了我真正为何
03:54
I'm really passionate about collaborative consumption,
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对协作消费有巨大热情的原因了。
03:57
and why, after I finished my book, I decided
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并且联系到为什么,当我我完成了我的书之后,我决定
03:59
I'm going to try and spread this into a global movement.
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我要试着推广这一全球运动。
04:03
Because at its core, it's about empowerment.
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因为这种协作消费的核心,是关于力量的赋予。
04:07
It's about empowering people to make meaningful connections,
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它赋予人们力量来进行有意义的互动与联系,
04:11
connections that are enabling us to rediscover
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这些联系能让我们能够重新找回
04:14
a humanness that we've lost somewhere along the way,
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一种我们在发展道路上已经遗失的人性,
04:17
by engaging in marketplaces like Airbnb, like Kickstarter,
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通过像 Airbnb,Kickstarter,Etsy
04:21
like Etsy, that are built on personal relationships
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这样的建立在个人关系上的市场
04:25
versus empty transactions.
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而不是那些空洞的网络交易。
04:28
Now the irony is that these ideas are actually taking us back
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现在具有讽刺意味的是,这些创意实际上正在带我们回归到
04:31
to old market principles and collaborative behaviors
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旧市场原则和协作行为里去,这些
04:34
that are hard-wired in all of us.
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在我们所有人的习惯里根深蒂固的原则与行为。
04:36
They're just being reinvented in ways that are relevant
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他们都只是以不同方式被重新塑造了,跟上
04:39
for the Facebook age.
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这个社交网络的年代。
04:40
We're literally beginning to realize that we have wired
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我们确实开始意识到我们用网络连接了
04:44
our world to share, swap, rent, barter or trade
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我们的世界来共享、 交换、 租赁、 易货或贸易
04:48
just about anything. We're sharing our cars on WhipCar,
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几乎所有东西。我们在 WhipCar上分享我们的汽车,
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our bikes on Spinlister, our offices on Loosecubes,
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我们在 Spinlister上分享自行车,在Loosecubes上分享办公室
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our gardens on Landshare. We're lending and borrowing
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在 Landshare 上分享我们的花园。我们通过Zopa和Lending Club
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money from strangers on Zopa and Lending Club.
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从陌生人那里借钱,或是把自己的钱借给他们。
05:01
We are trading lessons on everything from sushi-making
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我们用Skillshare来分享一切经验,从如何做寿司,
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to coding on Skillshare,
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到怎样写编码,
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and we're even sharing our pets on DogVacay.
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我们甚至在 DogVacay 上分享宠物。
05:09
Now welcome to the wonderful world of collaborative consumption
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现在,欢迎你来到协作消费的精彩世界
05:13
that's enabling us to match wants with haves
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这使我们能够将供与求
05:17
in more democratic ways.
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以更民主的方式匹配起来。
05:19
Now, collaborative consumption is creating the start
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现在,协作消费正在开始
05:22
of a transformation in the way we think about supply and demand,
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改变我们看待供求关系的方式,
05:26
but it's also a part of a massive value shift underway,
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但它也造成价值观地重大改变,
05:30
where instead of consuming to keep up with the Joneses,
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与消费攀比心理不同的是,
05:33
people are consuming to get to know the Joneses.
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人们正在通过消费来了解与自己相似的人群。
05:36
But the key reason why it's taking off now so fast
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但如此快速发展的关键原因在于
05:41
is because every new advancement of technology
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科技的每次新进展
05:44
increases the efficiency and the social glue of trust
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都提高了效率和社会信任度
05:48
to make sharing easier and easier.
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使共享变得更容易、 更方便。
05:51
Now, I've looked at thousands of these marketplaces,
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我分析过成千个这样的市场,
05:54
and trust and efficiency are always the critical ingredients.
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信任度和效率始终是两个最重要的因素。
05:59
Let me give you an example.
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让我举一个例子。
06:01
Meet 46-year-old Chris Mok, who has, I bet,
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认识一下Chris Mok,他今年 46 岁了,
06:05
the best job title here of SuperRabbit.
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我敢打赌他有着SuperRabbit 里最好的职称。
06:09
Now, four years ago, Chris lost his job, unfortunately,
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四年前,Chris丢了工作,不幸的是,
06:13
as an art buyer at Macy's, and like so many people,
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作为一个在梅西百货的艺术品买家,和许多人一样,
06:17
he struggled to find a new one during the recession.
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他在这个经济衰退期间艰难地寻找新的工作。
06:19
And then he happened to stumble across a post about
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然后他碰巧偶然发现一个TaskRabbit发布的
06:23
TaskRabbit.
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招聘信息。
06:24
Now, the story behind TaskRabbit starts like so many
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TaskRabbit 背后的故事,与许多精彩的故事一样开始,
06:28
great stories with a very cute dog by the name of Kobe.
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它和一只很可爱的名为Kobe的狗有关。
06:32
Now what happened was, in February 2008,
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故事发生在2008年2月,
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Leah and her husband were waiting for a cab to take them
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Leah和她的丈夫在等出租车准备外出就餐,
06:38
out for dinner, when Kobe came trotting up to them
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那时候Kobe一阵小跑到他们面前,
06:41
and he was salivating with saliva.
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还流着口水。
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They realized they'd run out of dog food.
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他们意识到狗粮快吃完了,
06:46
Kevin had to cancel the cab and trudge out in the snow.
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Kevin不得不取消了出租车服务,开始在雪地里跋涉。
06:49
Now, later that evening, the two self-confessed tech geeks
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后来那天晚上,两个自称科技爱好者
06:53
starting talking about how cool it would be if some kind of
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开始谈论它将是如何酷,如果存在一种像eBay一样的东西
06:56
eBay for errands existed.
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来帮人做些杂活儿。
06:59
Six months later, Leah quit her job,
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六个月后,Leah辞去了工作,
07:01
and TaskRabbit was born.
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然后TaskRabbit平台诞生了。
07:04
At the time, she didn't realize that she was actually hitting
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当时,她并没有意识到她其实开创了一个
07:08
on a bigger idea she later called service networking.
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更大的平台,她之后命名其为服务网络。
07:12
It's essentially about how we use our online relationships
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它的本质是如何使用我们的网络关系
07:16
to get things done in the real world.
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来完成现实中的工作。
07:19
Now the way TaskRabbit works is, people outsource
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现在 TaskRabbit 的工作方式是,人们将他们
07:22
the tasks that they want doing, name the price
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他们想做的事外包给他人,标出自己愿意付的价格,
07:24
they're willing to pay, and then vetted Rabbits
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然后审批“Rabbits”(来完成任务的人)
07:27
bid to run the errand.
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来完成他们想要做的事。
07:28
Yes, there's actually a four-stage, rigorous interview process
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一个总共四阶段的严格的面试被设计了出来,
07:33
that's designed to find the people that would make
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用以来找到可以成为非常优秀的个人助理的人,
07:35
great personal assistants and weed out the dodgy Rabbits.
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并淘汰那些不可靠的“Rabbits”。
07:38
Now, there's over 4,000 Rabbits across the United States
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现在,全美国有超过 4,000 位“Rabbits”,
07:43
and 5,000 more on the waiting list.
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还有 5000以上的人在等候名单里。
07:46
Now the tasks being posted are things that you might
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现在正在发布的任务都是你会想到的,
07:49
expect, like help with household chores
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包括做家务,
07:52
or doing some supermarket runs.
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或者去超市买点东西。
07:55
I actually learned the other day that 12 and a half thousand
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我后来发现大概有12,500笔脏衣服
07:57
loads of laundry have been cleaned and folded
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通过TaskRabbit
08:01
through TaskRabbit.
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已被清理和折好了。
08:02
But I love that the number one task posted,
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不过我最喜欢的是,有一个每天
08:06
over a hundred times a day, is something that many of us
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被张贴超过一百次的任务,是我们很多人
08:09
have felt the pain of doing:
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都觉得做起来很痛苦的事:
08:12
yes, assembling Ikea furniture. (Laughter) (Applause)
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是的,就是组装宜家家具。(笑声)(掌声)
08:18
It's brilliant. Now, we may laugh, but Chris here
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这真是太有创意了。现在,我们或许觉得好笑,但Chris在这里
08:22
is actually making up to 5,000 dollars a month
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实际上每月工资达到了5000 美元
08:25
running errands around his life.
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纯粹通过帮他周围的人完成这些杂事儿。
08:28
And 70 percent of this new labor force
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70 %这样的新劳动力
08:31
were previously unemployed or underemployed.
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曾经失业或者是就业不足的。
08:35
I think TaskRabbit and other examples of collaborative consumption
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我认为 TaskRabbit 和协作消费的其他例子
08:38
are like lemonade stands on steroids. They're just brilliant.
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真的是妙不可言。
08:41
Now, when you think about it, it's amazing, right,
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现在,当你想想,多么神奇
08:45
that over the past 20 years, we've evolved
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在过去的 20 年中,我们已经发展到
08:49
from trusting people online to share information
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从信任人们在线共享信息
08:52
to trusting to handing over our credit card information,
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到把我们的信用卡信息交出来
08:55
and now we're entering the third trust wave:
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我们现在进入第三个信任潮流:
08:58
connecting trustworthy strangers to create all kinds
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连接可信赖的陌生人来创建所有类型
09:02
of people-powered marketplaces.
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人为动力的市场。
09:05
I actually came across this fascinating study
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我碰巧看到这个很棒的研究
09:06
by the Pew Center this week that revealed
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皮尤研究中心本周公布的
09:09
that an active Facebook user is three times as likely
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活跃的 Facebook 用户
09:12
as a non-Internet user to believe that most people are trustworthy.
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较非互联网用户有高出2倍的几率认为人是值得信赖的。
09:17
Virtual trust will transform the way we trust one another
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网络信任将改变我们
09:22
face to face.
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面对面信任彼此的方式。
09:23
Now, with all of my optimism, and I am an optimist,
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现在,我乐观的同时,我可是个乐观主义者,
09:26
comes a healthy dose of caution, or rather, an urgent need
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也有一份恰如其量的谨慎,或者,也有迫切需求
09:30
to address some pressing, complex questions.
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去解决一些紧迫的、 复杂的问题。
09:35
How to ensure our digital identities reflect our
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如何确保我们的数码身份反映我们
09:37
real world identities? Do we want them to be the same?
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真实世界的身份?我们希望两者一致吗?
09:41
How do we mimic the way trust is built face-to-face online?
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我们如何在线模仿面对面建立信任?
09:44
How do we stop people who've behaved badly
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我们如何让那些在某社区有不良表现的人们
09:46
in one community doing so under a different guise?
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不会在不同的幌子下做同样的事?
09:50
In a similar way that companies often use some kind of
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企业往往以类似的方式使用一些
09:53
credit rating to decide whether to give you a mobile plan,
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信用评级来决定是否给你一个手机计划,
09:56
or the rate of a mortgage, marketplaces that depend
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或按揭评级,那些取决于
09:59
on transactions between relative strangers
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陌生人之间交易的市场
10:02
need some kind of device to let you know that Sebastian
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需要某种设备,让你知道,Sebastian
10:05
and Chris are good eggs,
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和Chris是值得信赖的,
10:07
and that device is reputation.
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那个设备就是名声。
10:10
Reputation is the measurement of how much a community trusts you.
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信誉测量社会信任你的程度。
10:15
Let's just take a look at Chris.
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让我们只需看看Chris。
10:17
You can see that over 200 people have given him
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您可以看到 200 多人给予他
10:20
an average rating over 4.99 out of 5.
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5分满分的评分里平均分超过4.99。
10:23
There are over 20 pages of reviews of his work
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关于他的工作评价有超过20页
10:26
describing him as super-friendly and fast,
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形容他超级有好和快速,
10:28
and he's reached level 25, the highest level,
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他已达到的水平最高级别,25
10:32
making him a SuperRabbit.
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使他成为 SuperRabbit(超级兔子)。
10:34
Now — (Laughter) -- I love that word, SuperRabbit.
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现在 — — (笑声)--我爱这个词,SuperRabbit(超级兔子)。
10:37
And interestingly, what Chris has noted is that as his reputation
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有趣的是,Chris已经注意到是,随着他的名声
10:40
has gone up, so has his chances of winning a bid
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上升,他的中标几率也
10:43
and how much he can charge.
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以及他的收费随之上升。
10:45
In other words, for SuperRabbits, reputation
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换句话说,对于 SuperRabbits(超级兔子),名声
10:48
has a real world value.
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具有现实世界中的价值。
10:50
Now, I know what you might be thinking.
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现在,我知道你可能会想。
10:52
Well, this isn't anything new. Just think of power sellers
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嗯,这不是什么新鲜事。只要想想那些
10:55
on eBay or star ratings on Amazon.
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在eBay上的出色卖家或亚马逊网站的星评级。
10:58
The difference today is that, with every trade we make,
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今天,两者区别在于,我们做的每次贸易
11:02
comment we leave, person we flag, badge we earn,
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我们留下的每个评论,我们标识的人,我们获得的徽章,
11:05
we leave a reputation trail
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我们留下的名声的踪迹
11:07
of how well we can and can't be trusted.
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知道我们可以如何被人和不被人信任。
11:10
And it's not just the breadth but the volume
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而却这不只是广度,
11:13
of reputation data out there that is staggering.
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名声数据数量正令人震惊。
11:16
Just consider this: Five million nights have been booked
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想想这个:在过去仅六个月 Airbnb
11:19
on Airbnb in the past six months alone.
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房间被订500万次
11:22
30 million rides have been shared on Carpooling.com.
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Carpooling.com 上分享了 3000 万次游乐项目。
11:26
This year, two billion dollars worth of loans
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今年价值 20 亿美金的贷款
11:29
will go through peer-to-peer lending platforms.
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将通过对等贷款平台完成。
11:31
This adds up to millions of pieces of reputation data
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名声数据将增加数以百万条
11:35
on how well we behave or misbehave.
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记录我们表现的好坏
11:39
Now, capturing and correlating the trails of information
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捕获及联系我们在不同地方留下的信息痕迹
11:42
that we leave in different places is a massive challenge,
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这是一个巨大的挑战,
11:46
but one we're being asked to figure out.
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但我们必须把它弄明白。
11:48
What the likes of Sebastian are starting to rightfully ask
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像Sebastian这样的名声良好的人,
11:52
is, shouldn't they own their reputation data?
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他们不是应该拥有自己的名声数据吗?
11:54
Shouldn't the reputation that he's personally invested
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难道他个人在airbnb上建立的名声
11:57
on building on Airbnb mean that it should travel with him
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不是该跟随着他
12:01
from one community to another?
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从一个社区到另一个社区吗?
12:03
What I mean by this is, say he started selling second-hand
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我的意思是,比方说他开始在亚马逊网站上卖二手书,
12:06
books on Amazon. Why should he have to start from scratch?
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为什么他要从头开始?
12:09
It's a bit like when I moved from New York to Sydney.
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这有点像我从纽约搬到悉尼。
12:13
It was ridiculous. I couldn't get a mobile phone plan
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这很可笑。我不能办移动电话计划的原因
12:16
because my credit history didn't travel with me.
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是因为我的信用记录没有跟随着我一起搬迁。
12:20
I was essentially a ghost in the system.
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我本质上不存在他们的体系中。
12:23
Now I'm not suggesting that the next stage
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我不是在建议下个阶段的
12:26
of the reputation economy is about
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名声经济因该增加多项评级
12:28
adding up multiple ratings into some kind of empty score.
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增加某种空洞的评分。
12:32
People's lives are too complex, and who wants to do that?
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人们的生活够复杂了,谁还想那么做?
12:36
I also want to be clear that this isn't about adding up
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我也想说明白这不是说
12:38
tweets and likes and friends in a Klout-like fashion.
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要一下子增加贴文,赞和好友。
12:42
Those guys are measuring influence, not behaviors
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这些东西反映的是影响力,不是
12:45
that indicate our trustworthiness.
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显示我们值得信赖的行为。
12:47
But the most important thing that we have to keep in mind
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但我们要记住最重要的是
12:50
is that reputation is largely contextual.
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名声具有巨大的情景性。
12:54
Just because Sebastian is a wonderful host
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只是因为Sebastian是个很棒的房东,
12:57
does not mean that he can assemble Ikea furniture.
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不表示他能组合宜家家私。
13:01
The big challenge is figuring out what data
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弄清楚什么数据是合理的是个大挑战
13:04
makes sense to pull, because the future's
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因为未来的发展
13:07
going to be driven by a smart aggregation of reputation,
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细小的名声数据叠加推动的,
13:11
not a single algorithm.
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不是一个简单的数据。
13:13
It's only a matter of time before we'll be able to perform
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这只是个时间问题,我们可以在未来运行
13:17
a Facebook- or Google-like search
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像Facebook或谷歌这种搜索
13:20
and see a complete picture of someone's behaviors
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看到某个人在不同情景下的
13:22
in different contexts over time.
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总体表现。
13:25
I envision a realtime stream of who has trusted you,
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我预想会有实时的信息流看到谁信任过你,
13:29
when, where and why, your reliability on TaskRabbit,
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时间,地点,原因,你在TaskRabbit上的可靠度,
13:33
your cleanliness as a guest on Airbnb,
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你在Airbnb上作为旅客的整洁度,
13:35
the knowledge that you display on Quora or Tripovo,
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你在Quora上展示过的信息,或其他,
13:39
they'll all live together in one place,
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这些信息都会聚集起来
13:41
and this will live in some kind of reputation dashboard
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会出现在某种名声信息图里
13:45
that will paint a picture of your reputation capital.
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能够描绘出你的名声值。
13:49
Now this is a concept that I'm currently researching
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这是我现在正在研究的概念,
13:52
and writing my next book on, and currently define
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我也就此正在写下一本书,现在想把它定义为
13:55
as the worth of your reputation, your intentions,
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你的名声,你的意图,
13:58
capabilities and values across communities and marketplaces.
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能力和价值观的价值,他们跨越社区和市场。
14:03
This isn't some far-off frontier.
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这不是什么不可到达的领域。
14:06
There are actually a wave of startups like Connect.Me
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事实上有一股新兴公司的浪潮像Connect.Me
14:09
and Legit and TrustCloud that are figuring out how
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Legit和TrustCloud正在寻求
14:12
you can aggregate, monitor and use your online reputation.
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你如何聚集,监管,使用你的在线名声。
14:17
Now, I realize that this concept may sound a little
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我想这个概念听起来有点像
14:21
Big Brother to some of you, and yes, there are some
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“老大哥”(某个24小时直播真人秀),是的,
14:24
enormous transparency and privacy issues to solve,
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这里面有很多透明度和隐私的问题要解决,
14:28
but ultimately, if we can collect our personal reputation,
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但最终,如果我们可以收集个人名声信息,
14:32
we can actually control it more, and extract
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我们就更能控制它,提取
14:35
the immense value that will flow from it.
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随之流动的巨大价值。
14:37
Also, more so than our credit history,
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而且,远不止是我们的信用记录,
14:40
we can actually shape our reputation.
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我们可以塑造我们的名声。
14:43
Just think of Sebastian
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看看Sebastian,
14:44
and how he bought the cat to influence his.
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他买了只猫这件事对他名声的影响之大。
14:47
Now privacy issues aside, the other really interesting issue
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先把隐私问题放一边,我正在研究的另一个非常有趣的问题是
14:51
I'm looking at is how do we empower digital ghosts,
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我们如何授权那些数码幽灵?
14:54
people [who] for whatever reason, are not active online,
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也就是那些不管什么原因,在线不活跃的人们,
14:58
but are some of the most trustworthy people in the world?
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但他们中有的却是世界上最值得信赖的人。
15:00
How do we take their contributions to their jobs,
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我们如何把他们各方面的贡献,工作中的,
15:04
their communities and their families,
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社区里的,家庭里的
15:06
and convert that value into reputation capital?
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如何把那些价值转化为名声值?
15:10
Ultimately, when we get it right, reputation capital
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最终,当我们做到的时候,名声值
15:13
could create a massive positive disruption
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会产生巨大的正向力
15:16
in who has power, trust and influence.
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影响那些有权力,信任度和影响力的人。
15:20
A three-digit score, your traditional credit history,
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一个三位数的分数,你的传统信用记录,
15:24
that only 30 percent of us actually know what it is,
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我们只有30%的人真正知道那是什么,
15:26
will no longer be the determining factor
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不会再是一个关键的因素
15:29
in how much things cost, what we can access,
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来决定东西的价格,我们可以获取什么,
15:33
and, in many instances, limit what we can do in the world.
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及决定其他事情,限制我们可以在世界上所做的事。
15:36
Indeed, reputation is a currency that I believe will become
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确实,我相信名声是一种货币
15:40
more powerful than our credit history in the 21st century.
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在21是世纪将变得比我们的信用记录更有力量的货币。
15:45
Reputation will be the currency that says
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名声是这么一种货币,显示
15:48
that you can trust me.
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你可以信任我。
15:50
Now the interesting thing is, reputation
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有趣的是,名声
15:53
is the socioeconomic lubricant
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是一种社会经济润滑剂,
15:55
that makes collaborative consumption work and scale,
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让协作消费运作并规模化,
16:00
but the sources it will be generated from,
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但由此对名声的需求
16:02
and its applications, are far bigger than this space alone.
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及名声的应用,远比它本身大得多。
16:07
Let me give you one example from the world of recruiting,
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让我讲一个关于招聘的例子,
16:09
where reputation data will make the résumé seem
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名声数据会让简历看起来像
16:13
like an archaic relic of the past.
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过去的古迹一样。
16:18
Four years ago, tech bloggers and entrepreneurs
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四年前,技术博客主及企业家
16:22
Joel Spolsky and Jeff Atwood, decided to start something
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Joel Spolsky和Jeff Atwood决定开创
16:27
called Stack Overflow.
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Stack Overflow。
16:29
Now, Stack Overflow is basically a platform where
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Stack Overflow基本上是一个平台,
16:33
experienced programmers can ask
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经验丰富的程序员可以向
16:35
other good programmers highly detailed technical questions
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其他优秀的程序员请教高度具体的技术性问题,
16:40
on things like tiny pixels and chrome extensions.
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比如微小像数和chrome扩展程序。
16:44
This site receives five and a half thousand questions a day,
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这个网站每天接收五千五百条问题,
16:48
and 80 percent of these receive accurate answers.
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八成问题都得到正确答案。
16:51
Now users earn reputation in a whole range of ways,
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现在用户们在其各自的领域都获得名声,
16:54
but it's basically by convincing their peers
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但基本上只说服了他们的同伴,
16:57
they know what they're talking about.
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因为他们才知道彼此谈论的是什么。
16:59
Now a few months after this site launched, the founders
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就在创办这个网站的几个月后,创办人
17:02
heard about something interesting,
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听说了有趣的事,
17:04
and it actually didn't surprise them.
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倒没有在他们意料之外。
17:06
What they heard was that users were putting
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他们听到的是,用户们
17:10
their reputation scores on the top of their résumés,
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在履历的最上方标出他们的名声评分,
17:13
and that recruiters were searching the platform
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招聘人员在平台上搜索
17:16
to find people with unique talents.
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找到各种独特的人才。
17:18
Now thousands of programmers today are finding
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现在数千名程序员
17:21
better jobs this way, because Stack Overflow
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通过这样的方式找到更好的工作,因为Stack Overflow
17:25
and the reputation dashboards provide a priceless window
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和名声信息图,开启了一扇无价之窗
17:28
into how someone really behaves,
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展现人们的真实表现,
17:30
and what their peers think of them.
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以及同伴对他们的想法。
17:33
But the bigger principle of what's happening behind Stack Overflow,
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但Stack Overflow这个故事背后的更重要的原理,
17:35
I think, is incredibly exciting.
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在我看来是非常振奋人心的。
17:38
People are starting to realize that the reputation
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人们开始意识到,
17:41
they generate in one place has value
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他们在一个地方积累的名声,
17:44
beyond the environments from which it was built.
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在其他的情境也有其价值。
17:47
You know, it's very interesting.
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这是非常有趣的。
17:49
When you talk to super-users, whether that's SuperRabbits
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当你和那些超级用户谈话,不管是SuperRabbits
17:52
or super-people on Stack Overflow, or Uberhosts,
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或Stack Overflow,或Uberhosts的超级用户,
17:57
they all talk about how having a high reputation
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他们都会谈到,拥有高名声
18:00
unlocks a sense of their own power.
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让他们意识到自身的力量。
18:03
On Stack Overflow, it creates a level playing field,
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Stack Overflow创造了一个平台,
18:06
enabling the people with the real talent to rise to the top.
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让真正有才能的人脱颖而出。
18:09
On Airbnb, the people often become more important
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Airbnb上,人与人之间的互动,
18:12
than the spaces. On TaskRabbit,
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比房子更重要。TaskRabbit,
18:15
it gives people control of their economic activity.
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让人们掌控自己的经济活动。
18:18
Now at the end of my tea with Sebastian, he told me how,
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回到我和Sebastian的茶会,他告诉我
18:21
on a bad, rainy day, when he hasn't had a customer
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在一个忧郁的雨天,他的书店没有一个顾客的时候,
18:25
in his bookstore, he thinks of all the people around
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他会想起世界各地的人们
18:28
the world who've said something wonderful about him,
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那些称赞过他的人们,
18:31
and what that says about him as a person.
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从他们的话语可以看出他的为人。
18:34
He's turning 50 this year, and he's convinced
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他今年就要五十岁了,他也意识到
18:37
that the rich tapestry of reputation he's built on Airbnb
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他在Airbnb上建立起来的好名声
18:41
will lead him to doing something interesting
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将带领他在未来的岁月里,
18:43
with the rest of his life.
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做些有趣的事情。
18:46
You know, there are only a few windows in history
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历史上只有几扇窗
18:50
where the opportunity exists to reinvent
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蕴含着机会,让我们重新改变
18:53
part of how our socioeconomic system works.
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社会经济体系的某些运作。
18:56
We're living through one of those moments.
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我们现在正处其中的一个时机。
18:59
I believe that we are at the start of a collaborative revolution
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我相信我们现在所处的协作革命的开始
19:03
that will be as significant as the Industrial Revolution.
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它将会和工业革命一样意义非凡。
19:06
In the 20th century, the invention of traditional credit
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20世纪,传统信用的建立
19:10
transformed our consumer system, and in many ways
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改造了我们的经济体系,也在很多方面
19:13
controlled who had access to what.
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控制着什么样的人可以获取什么样的资源。
19:16
In the 21st century, new trust networks,
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21世纪,新的信用网络,
19:19
and the reputation capital they generate, will reinvent
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及它们产生名声值,会以我们无法想象的方式改变
19:22
the way we think about wealth, markets, power
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我们对财富,市场,力量,
19:27
and personal identity, in ways we can't yet even imagine.
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个人身份的看法。
19:31
Thank you very much. (Applause)
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谢谢大家。(掌声)
19:34
(Applause)
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(掌声)
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