Marcos Aguiar: 7 tools for building a business people trust | TED

Transcriber:

翻译人员: Hong Jin 校对人员: Yan Li Xiao

I'm talking to you today from my home in Brazil,

where I live with my wife and two kids.

现在我正位于巴西的家里，

Let me start by asking a question to the other parents out there.

和妻子与两个孩子住在一起。

Would you consider asking a total stranger,

让我对正在观看的家长们 提出一个问题。

someone you've never met before, never even seen before,

你会考虑让一个完全陌生的人，

to meet your kids after school,

一个你从未见过的人，

put your kids in their car --

在放学后接你的孩子，

which, by the way, you haven't seen either --

and drive them halfway across town?

让你的孩子乘上他的车—

这个过程中，你完全不在场—

Even just asking that hypothetical question freaks me out.

让他穿越大半个城市 把孩子送回家吗？

仅仅设想一下 这个可能就把我吓坏了。

Let me ask you another question.

Would you invest in a business that does that --

have strangers driving kids around town?

让我问你另一个问题。

你会投资这样一家公司—

It seems like an absurdly untrustworthy value proposition,

它的业务是让陌生人 帮家长接送孩子吗？

这个提议既荒谬又可疑，

an impossible business plan, doomed to fail, doesn't it?

一个注定失败的商业计划，不是吗？

Well, this may come as a surprise to you,

but back in 2014,

好吧，然而会令你惊讶的是，

three moms started a company called HopSkipDrive,

在 2014 年，

with this exact model.

三个母亲创办了一家 名为 HopSkipDrive 的公司，

It's served one million customers,

这就是它的业务。

and, in February 2020, raised 22 million dollars

它服务过上百万客户，

and expanded to several cities in the US.

并且于 2020 年 2 月 拿到了 2200 万美元投资

Is the business foolproof?

将业务延伸至美国的多个城市。

Well, no business is,

这个生意真的万无一失吗？

but it's good enough to keep growing.

任何生意都不是，

How did they do that?

但能继续扩张就足够好了。

How did they create trust

他们是怎么做到的？

in what many of us believe

is one of the most inherently untrustworthy situations possible?

当大多数人都认为

根本不可能信任 一个陌生人来接送孩子的时候，

他们是如何建立信任的呢？

The short answer -- they built trust in the overall system.

简而言之— 他们的整个系统都在建立信任。

Customers don't necessarily trust HopSkip drivers --

that would be relational trust.

客户不会无条件地 信任 HopSkip 的司机—

But they do trust the HopSkipDrive system --

那是他们与司机的“关系信任”。

what we call "systemic trust."

但客户相信 HopSkipDrive 的制度—

And that's what makes it work.

我们把这称之为“制度信任”。

I am fascinated by this.

这就是为什么它能成功。

Here in Brazil,

我对此很感兴趣。

people these days tend to say that trust is a rare commodity.

如今在巴西，

I don't think we are alone.

人们普遍缺少对彼此的信任。

Trust appears to have broken down all around us.

我相信其他地区也是如此。

And yet, the concept of trust has never been so fashionable.

我们的信任在全方位失效，

但同时， 信任的概念却前所未有的流行。

But what is trust, really?

Is it a feeling,

an invisible part of our human DNA or culture,

但说到底，什么是信任？

它只是一种感觉吗，

or this quasi-spiritual thing, like the Force in Star Wars?

刻在人类 DNA 或文化里的一部分？

一种类似星球大战里的原力， 超自然的东西？

Or is it really something more concrete?

I am an engineer and a consultant --

或者它是更具体的东西？

worse still, with a PhD -- sorry about that.

我是一名工程师，一名咨询师—

I study the structures and systems of businesses and organizations.

至少也有个博士学位— 抱歉这么说。

我研究商业和组织里的结构与系统。

So, a couple of years ago,

I started wondering whether we could decode and manage

所以，几年前，

this seemingly intangible concept of trust.

我开始思考是否能破解并掌控

I'm pleased to report we are doing it,

这看不见摸不着的信任的概念。

which I believe is really important,

很高兴我们在进行这项研究，

because from my perspective,

if we can decode how trust impacts businesses,

这项研究意义重大，

因为我认为，

we can make them more successful,

如果我们能解释信任如何影响企业，

which might mean that their partners and employees

我们就能让企业更上一层楼，

are more engaged and can be more cooperative.

这也许意味着， 企业的合伙人和员工

And we, as customers, can be happier, more satisfied and safer

更加投入事业，更加愿意合作。

而我们作为顾客，和他们接触时

when we interact with them.

So, today, I want to present to you the results of our study,

也会更快乐，更满意，更安全。

所以今天， 我想向你们公布这项研究的结果，

and also offer to you a toolbox to build systemic trust.

并给你一些建立制度信任的工具。

We basically started with a sizable graveyard

of over 100 failed business ecosystems.

我们一开始研究了

And by "business ecosystem,"

超过一百个失败的企业生态圈。

we mean a business that can only function if all participants cooperate.

“商业生态圈”指的是

需要所有参与者合作才能运行的商业。

Care.com, a childcare ecosystem, is a great example.

Independent babysitters, independent parents,

以 Care.com 为例， 它是一个儿童看护生态圈。

all have to work together in order to make the system work.

需要独立的看护员和家长

互相合作才能让系统运行。

Amazon and Apple iOS are also business ecosystems.

亚马逊和苹果分别也是商业生态圈。

It is that necessary cooperation

that makes those business ecosystems a perfect laboratory to study trust.

正因为合作在其中如此关键

才使商业生态圈 成为研究信任的最好样本。

And in this study, we defined trust as the confidence

that someone or something will deliver on a promise

本研究中，我们将信任定义为

相信某人或某物会履行承诺

or behave as expected.

We went into this wanting to understand

或做出预期中的行为。

whether trust was playing any role whatsoever

我们想要搞清楚这

in these failed ecosystems' inability to scale and grow

这些失败生态圈之所以无法生长扩张

in comparison to their successful peers.

信任在其中起了多大作用

For instance, we studied Orkut versus Facebook.

与他们同行的成功者相比。

例如，我们比较了 Orkut 和 Facebook。

What is that?

You don't know what Orkut is?

Why doesn't that surprise me?

这是什么？

你不知道 Orkut 是什么？

RIM / Blackberry versus Apple iOS or Android,

我为什么不会对此感到惊讶呢？

RIM/黑莓 vs. 苹果iOS与安卓，

HouseTrip versus Airbnb.

I bet you haven't booked your last vacation on HouseTrip, have you?

House Trip vs. 爱彼迎。

You get the idea.

我敢说你上趟旅行没在House Trip上订房

What we found is that trust does play a meaningful role

你懂我的意思

我们发现信任确实是商业生态圈

between success and failure of business ecosystems.

成功与失败的关键因素

It wasn't always the final nail in the coffin,

but it was relevant [enough] to send more than half to the graveyard.

不能说缺乏信任绝对会导向失败

Why was that?

但大半情况皆是如此

Many of the failed ecosystems made the mistake

为什么会这样？

of naively assuming that cooperation anchored on trust

许多失败生态圈错误而天真地假设

基于信任的合作会

would spontaneously emerge between complete strangers.

凭空出现在素不相识的人之间。

And yet, we found more than 70 percent of uncooperative behaviors

in the failed ecosystems.

然而，这些失败生态圈中产生了

In contrast,

nearly nine in 10 of the successful ecosystems

超过 70% 的不合作行为。

相反，

成功的企业十有八九

actively embedded trust right into the workings of the platform.

主动将信任植入平台运作中。

They built systemic trust.

In essence, ecosystems were competing on trust.

他们构建了制度信任。

Trust had become a source of competitive advantage.

本质上，这些生态圈竞争的是信任。

信任成为了一种竞争优势。

The question, then, is "How did they do it?"

How did they design for trust?

下一个问题是“他们怎么做到的？”

When we examined the successful ecosystems,

他们如何设计信任？

we found seven trust tools embedded in them.

当我们研究这些成功的生态圈时，

在其中发现了七种信任工具。

Let me start with the first one, access.

Many of the successful ecosystems define very well who is allowed in

让我从第一种开始，加入门槛。

许多成功生态圈对于谁能加入

and who can be kicked out of the platform for bad behavior.

谁会因为行为不端而被赶出平台， 有详细规定。

HopSkipDrive does access well.

It takes the drivers through a strict background check

HopSkipDrive 在限制加入上做得很好。

before they are hired into the platform.

司机需要接受详细的背景调查

They also have a zero tolerance policy,

才能被平台雇佣。

which is superclear to everyone,

他们也有零容忍政策，

so drivers know they can be terminated

并让每个人都知道这些政策，

if they are caught illegally using their mobile phones while driving.

所以司机知道他们会被解雇

如果被发现在驾驶中非法使用手机。

Next is contracts.

Trustworthy ecosystems formalize a relationship with all participants

下一个是合同。

through contracts.

可信的生态圈会通过合同

If you've ever clicked the box "I agree to the terms and conditions,"

与所有参与者建立正式关系。

you signed an ecosystem contract.

每当你在“我同意以上条款”打钩时，

Then, there is incentives, and this is a big one.

你就签订了一份生态圈合同。

Successful ecosystems encourage cooperation through rewards,

然后还有激励，这很重要。

成功的生态圈通过奖励促进合作，

or by motivating participants to interact with each other in a positive manner.

或者激励参与者与其他人良性相处。

eBay and Amazon use reputation as an incentive.

eBay 和亚马逊用人品值进行激励。

If you're a seller, and you have good reputation,

you can charge higher prices for your products.

如果你是卖家，有很高的人品值，

Then, there is control,

你能给商品定更高的价格。

and I know it's a bit off to talk about control in trust,

然后是管控，

but we are not talking about forceful control --

我知道在信任下谈论管控有点不对劲，

it’s more like a gentle guidance,

但我们说的不是强制管控—

like an invisible hand nudging you in the right direction.

它更像温和的引领，

像一只看不见的手， 把你推往正确的方向。

Successful ecosystems shape the behavior of participants

so the kind of cooperation required will emerge in the platform.

成功的生态圈塑造参与者的行为

这样预期的合作才会在平台出现。

Uber does control well,

and it dictates to the driver the best route to take,

Uber 的管控做得很好，

so the passenger trusts the driver will not take the longer route

它为司机分配最佳路线，

just to make some more money.

这样乘客能信任司机没有绕远路

Then, there is transparency,

来收更多钱。

which is superclear, isn't it?

Sort of, ecosystems who are trustworthy make past and present behavior visible

然后，要做到透明。

这显而易见，不是吗？

也就是，可信的生态圈 会像每个平台参与者

to everyone participating in the platform.

And that's the reason why you feel a pit in your stomach

公布过去和现在的行为。

if you've ever booked an Airbnb

这就是为什么当你在爱彼迎上

with a host who is new to the platform and doesn't have any reviews yet.

向没有评价的新房东订房时，

你会觉得不安了。

And of course, Airbnb has managed to make transparency work both ways.

If you are a guest, and you trash a house, the other hosts will know about it

当然，爱彼迎的信息透明是双向的。

thanks to the Airbnb review system.

作为租客，如果你乱丢垃圾， 其他房东也会知道，

Then, there is intermediation.

这就是爱彼迎评价系统的作用。

How does the platform act as a middleman

然后，是中介。

in the moments of truth of cooperation?

平台是如何在合作的关键时刻

Taobao, Alibaba's online shopping platform,

扮演中间人的？

does intermediation when it acts as an escrow agent

淘宝，阿里巴巴的在线购物平台，

between sellers and buyers.

在担任支付的第三方托管时

It basically holds the seller's money,

until the buyer says she is satisfied with the product.

扮演买卖方之间的中间人。

简单来说，它扣押卖家收到的钱，

直到买家对产品表示满意。

Last but not least, mitigation.

How does the platform handle mishaps

最后是调解。

or prevent them from happening in the first place?

平台如何处理纠纷

Did you know that LiveAuctioneers,

或者将纠纷扼杀在摇篮里？

an auctions platform for art, collectibles and antiques,

你知道 LiveAuctioneers 吗？

has a broad protection program that guarantees payments on the platform?

它是一个艺术、 收藏品和古董的拍卖平台，

有广泛的保障项目， 来保证平台上的支付。

That's an example of mitigation.

So those are the seven trust tools, the toolbox.

这是一个处理纠纷的例子。

以上就是七种建立信任的工具。

Even more interesting is how they appear to combine

in the successful ecosystems we studied.

更让人感兴趣的是它们

On the one hand, there is no silver bullet,

如何在成功生态圈中组装到一起的。

no single tool that can solve for trust.

一方面，没有万全之计，

On the other hand,

you don't need the seven tools to be successful.

单个工具无法解决信任难题。

You need 3.6, on average.

另一方面，

你也不需要用上全部七种工具。

So how do you pick?

平均你只需要 3.6 个工具。

It depends on the kind of ecosystem you design.

所以你怎么选呢？

If interactions among the participants are key,

这取决于你设计的生态圈类型。

like in most social-media ecosystems,

如果参与者间的互动是重点，

you will require a combination of access, transparency and control

例如大部分社交媒体生态圈，

达到成功所需的工具组合

in order to be successful.

These are the very tools Facebook uses,

是加入门槛、透明、和管控。

and these are the tools, interestingly enough,

这就是 Facebook 所使用的工具，

causing Facebook so much grief right now.

而有趣的是，这些工具

When there is a main last mile for the delivery of the promise,

现在也让 Facebook 负重难堪。

like in most gig economy ecosystems,

当面临配送承诺时，

then, you will require mitigation in order to cater for failed delivery.

例如大部分零售经济生态圈，

你需要对失败的配送进行调解。

When there is a large asymmetry of information,

say between sellers and buyers in used goods marketplaces,

当巨大的信息不对称，

then, you'll require a combination of intermediation and mitigation.

存在于二手市场的买卖方之间时，

你需要同时利用中介和调解。

And of course, when there are many dimensions to the platform,

you will require a larger combination of tools.

当然，如果平台有多重业务，

Let me say one more thing,

你需要组合更多的信任工具。

because I've been a consultant long enough

to know that many of the business leaders watching this may be saying,

最后还有一件事，

因为我的咨询经验比较丰富，

我知道很多看到 这个视频的企业领袖会说，

"Hey, this is great.

Let's digitize all these tools

“这些工具真不错。

and we'll have the best and most successful ecosystem ever."

让我们把它们都数字化，

这样我们就有最成功的生态圈了。”

Well, before you move to action, let me tell you something.

Yes, digital plays a meaningful role in enabling trust,

在你这么做之前，我想告诉你。

没错，数字化对建立信任至关重要，

and in some cases, the very existence of the ecosystem.

某些情况下， 这关乎生态群的生存与否。

You could say that digital could be the backbone of systemic trust.

你可以说数字化 是建立制度信任的基础。

However, there is no such thing as trustless trust.

然而，信任不能脱离信任本身。

No matter how fabulous the code, how advanced the blockchain,

digital cannot solve for trust alone.

无论多豪华的代码， 多高级的区块链，

And that's why we found

单凭数字化无法解决信任难题。

nine in 10 of the most successful ecosystems

这就是为什么我们发现

to be bionic trust systems,

十有九中，最成功的生态系统

meaning they use a combination of digital and nondigital, human tools --

是仿生的信任系统，

这意味着他们会同时使用数字、 非数字的，以及人类工具—

such as contracts, policies, governance --

in order to build trust on the platform.

例如合同，政策，监管—

At the risk of showing my Star Wars fan card again to you,

在平台上建立信任。

think about it this way:

可能你发现我是个星战迷了，

if you want to build a successful ecosystem,

and a trustworthy one,

用星战来举例：

you need to think of the Jedi, the Skywalkers.

如果你想构建一个成功的生态圈系统，

一个可信的系统，

Every time they go into an adventure, they take their favorite droids with them,

想想绝地武士，天行者们。

R2-D2 and C-3PO.

每当他们探险时， 都会带上最爱的机器人，

They actually make up a bionic team.

R2-D2 和 C-3PO。

I know today, we talked a lot about trust in business systems,

他们建立了一个仿生团队。

今天我们谈了 很多商业系统中的信任，

however, that's not where the conversation should end.

Systems are all around us --

不过，信任的话题远不止如此。

schools, governments, health care.

我们身边充满系统—

Could those systems become more trustworthy

学校，政府，医疗。

through the use of the tools in the toolbox?

可以利用信任工具

I don't see why not.

让这些系统变得更可信吗？

So if you are designing any system, but especially an ecosystem,

当然可以。

所以当你在设计任何系统， 尤其是生态圈时，

give those tools a try.

If you do that,

I can almost guarantee the Force will be with you.

试试这些工具。

如果你这么做了，

我敢保证原力与你同在。

Trust me.

Thank you.

信任我。

谢谢观看。