The tribes we lead | Seth Godin

294,469 views ・ 2009-05-11

TED


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翻译人员: Chunlei Chang 校对人员: Zachary Lin Zhao
00:12
So sometimes I get invited to give weird talks.
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有时有人会邀请我去做一些奇怪的演讲
00:15
I got invited to speak to the people
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比如我应邀去
00:18
who dress up in big stuffed animal costumes
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给穿着巨大的填充动物服装
00:21
to perform at sporting events.
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在运动场馆表演的人做演讲。
00:24
Unfortunately I couldn't go.
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可惜我没法去
00:26
But it got me thinking about
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但这让我想到
00:28
the fact that these guys, at least most of them,
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这些人,至少他们大部分人
00:31
know what it is that they do for a living.
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知道自己靠什么来谋生
00:33
What they do is they dress up
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他们穿戴着填充动物服装
00:35
as stuffed animals and entertain people at sporting events.
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在运动场所取悦人们
00:39
Shortly after that I got invited
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之后不久
00:41
to speak at the convention of the people
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我又应邀为一群制作气球动物形象
00:43
who make balloon animals.
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的人们做演讲
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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可惜我还是没法去。这是很棒的一群人,他们制作气球动物。
00:48
There is a big schism between the ones who make
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制作可爱的气球形象的爱好者和制作色情充气娃娃的人
00:50
gospel animals and porn animals, but --
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之间有着本质的区别.
00:52
(Laughter)
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(笑声)
00:54
they do a lot of really cool stuff with balloons.
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但他们用气球做了很多很酷的东西
00:57
Sometimes they get in trouble, but not often.
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有时他们会遇到一些麻烦
00:59
And the other thing about these guys
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而这些人
01:01
is, they also know what they do for a living.
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他们也知道自己如何谋生
01:04
They make balloon animals.
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他们制作气球动物
01:07
But what do we do for a living?
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但他们到底如何谋生?
01:09
What exactly to the people watching this do every day?
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正在听我演讲的人究竟每天在做什么?
01:14
And I want to argue that what we do
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我认为我们所作所为是因为
01:16
is we try to change everything.
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我们想改变一切。
01:19
That we try to find a piece of the status quo --
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我们发现一些现实问题
01:22
something that bothers us, something that needs to be improved,
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那些困扰我们的问题,需要改进的问题
01:24
something that is itching to be changed -- and we change it.
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有些东西需要改变, 于是我们改变它.
01:28
We try to make big, permanent, important change.
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我们努力去做巨大的,永久的,重要的改变
01:33
But we don't think about it that way.
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但我们并不是这样想的。
01:35
And we haven't spent a lot of time talking about
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我们也没有花很多时间来讨论
01:37
what that process is like.
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应该如何来做
01:40
And I've been studying it for a couple years.
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我花了几年时间来研究这个问题
01:42
And I want to share a couple stories with you today.
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今天我想和大家分享一些故事
01:44
First, about a guy named Nathan Winograd.
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首先,我们看看Nathan Winograd的故事
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nathan是旧金山SPCA的二号人物
01:50
And what you may not know about the history of the SPCA
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你可能并不了解SPCA的历史
01:52
is, it was founded to kill dogs and cats.
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成立SPCA的目的是为了杀死猫和狗
01:56
Cities gave them a charter
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市政府允许他们
01:59
to get rid of the stray animals on the street and destroy them.
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杀死在街头流浪的猫狗
02:02
In a typical year four million dogs and cats were killed,
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每年大约有4百万只猫和狗被杀
02:06
most of them within 24 hours of being scooped off of the street.
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其中大多数在街头被抓住后24小时内就被杀死
02:10
Nathan and his boss saw this,
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Nathan和他的老板看到这个情况
02:12
and they could not tolerate it.
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他们无法继续容忍
02:14
So they set out to make San Francisco
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他们决定让旧金山
02:16
a no-kill city:
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成为一个不杀猫狗的城市
02:18
create an entire city
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他们要创建一个新的城市
02:20
where every dog and cat,
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每一只猫和狗
02:22
unless it was ill or dangerous,
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都会被收养,而不是被杀死
02:25
would be adopted, not killed.
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除非它们病了或有其他的危险。
02:27
And everyone said it was impossible.
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所有人都说这不可能。
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nathan和他的老板让市政厅修改了条例。
02:33
And people from SPCAs and humane shelters around the country
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全国各地的SPCA员工及人道主义者
02:36
flew to San Francisco
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都飞到旧金山来
02:38
to testify against them --
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反对这种做法。
02:41
to say it would hurt the movement and it was inhumane.
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说这太伤害大家而且没有仁慈之心.
02:45
They persisted. And Nathan went directly to the community.
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他们坚持己见。Nathan更深入到社区中,
02:49
He connected with people who cared about this:
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联系那些关注这件事的人
02:51
nonprofessionals, people with passion.
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这些拥有激情的非专业人士.
02:53
And within just a couple years,
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仅仅几年之后
02:55
San Francisco became the first no-kill city,
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旧金山成了第一个不杀害猫狗的城市,
03:00
running no deficit, completely supported by the community.
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而且没有超出预算,也完全得到了社区的支持。
03:04
Nathan left and went to Tompkins County, New York --
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Nathan又来到纽约市的Tompkins郡
03:07
a place as different from San Francisco
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尽管这里与旧金山差别很大
03:09
as you can be and still be in the United States. And he did it again.
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Nathan又发起了这个运动。
03:12
He went from being a glorified dogcatcher
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他从一名很荣耀的捕狗者
03:14
to completely transforming the community.
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彻底地转向推动社区的转变。
03:17
And then he went to North Carolina and did it again.
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之后他又来到北卡罗莱纳州,推动同样的事
03:19
And he went to Reno and he did it again.
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又去了Reno做同样的事。
03:22
And when I think about what Nathan did,
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当我想到Nathan做的事,
03:24
and when I think about what people here do, I think about ideas.
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当我想到这儿的人们做的事,我想到一些想法。
03:27
And I think about the idea that
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我想到那些能够
03:30
creating an idea, spreading an idea
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激发以及传播想法的构想
03:32
has a lot behind it.
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背后有着更深远的东西.
03:34
I don't know if you've ever been to a Jewish wedding,
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不知道大家是否参加过犹太婚礼
03:37
but what they do is, they take a light bulb
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他们拿一个灯泡
03:40
and they smash it.
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猛地打碎它
03:43
Now there is a bunch of reasons for that, and stories about it.
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这么做有很多的原因和故事
03:47
But one reason is because it indicates a change,
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其中的一个原因是,这表示改变
03:50
from before to after.
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生活前后发生了变化。
03:52
It is a moment in time.
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这是个重要的时刻。
03:54
And I want to argue that we are living through
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我想说, 我们正在亲身经历这些
03:57
and are right at the key moment
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现在正是新思想形成和传播
03:59
of a change in the way ideas are created
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以及执行的
04:01
and spread and implemented.
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关键时刻.
04:03
We started with the factory idea:
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我们从工厂的概念出发.
04:06
that you could change the whole world if you had an efficient factory
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如果你有一个高效的足够大的工厂
04:08
that could churn out change.
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你可能会改变整个世界.
04:10
We then went to the TV idea,
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然后我们再到电视的概念.
04:12
that said if you had a big enough mouthpiece,
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就是说,如果你是一个足够牛的代言人,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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如果你在电视上露足够多的脸,如果你可以买足够多的广告, 你就会获胜.
04:17
And now we're in this new model of leadership,
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现在, 我们正是在这种领导模式下.
04:21
where the way we make change
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这是我们进行改变的方式.
04:24
is not by using money
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不再是用钱或权
04:27
or power to lever a system,
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去撬动一个体系了.
04:29
but by leading.
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而是去带领,去导向.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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现在我来告诉你这三个循环. 第一个是工厂部分.
04:34
Henry Ford comes up with a really cool idea.
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Henry Ford有一个特别酷的想法.
04:38
It enables him to hire men
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这促使他可以
04:40
who used to get paid 50 cents a day
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去雇佣那些每天只挣50美分的劳工
04:42
and pay them five dollars a day.
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而且付他们5美元一天.
04:44
Because he's got an efficient enough factory.
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因为他有一个足够高效的工厂.
04:46
Well with that sort of advantage
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有了那种优势.
04:48
you can churn out a lot of cars.
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你就可以制造出很多汽车.
04:50
You can make a lot of change. You can get roads built.
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你可以有很多改变. 你可以修路.
04:53
You can change the fabric of an entire country.
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你能去改变整个国家的结构.
04:56
That the essence of what you're doing is you need
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你要做的事情就是你需要
04:58
ever-cheaper labor,
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更廉价的劳动力,
05:00
and ever-faster machines.
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和更快的机器.
05:03
And the problem we've run into is, we're running out of both.
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但问题是,我们遭遇到我们这两样都达到极限了.
05:06
Ever-cheaper labor and ever-faster machines.
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更便宜的劳工和更快的机器.
05:09
(Laughter)
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(笑声)
05:14
So we shift gears for a minute,
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所以我们立刻做了改变,
05:17
and say, "I know: television;
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并且说,"我明白了, 电视."
05:20
advertising. Push push.
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广告. 推广推广.
05:22
Take a good idea and push it on the world.
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有个好的创意然后推广给全世界.
05:25
I have a better mousetrap.
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我有一个好的捕鼠器.
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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如果我有够多的钱,告诉够多的人,我会卖的足够多.
05:31
And you can build an entire industry on that.
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并且还可以打造整个产业.
05:34
If necessary you can put babies in your ads.
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有必要的话,你可以把婴儿放进广告里.
05:37
If necessary you can use babies to sell other stuff.
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有必要的话,你可以用婴儿销售别的产品.
05:40
And if babies don't work, you can use doctors.
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如果婴儿的效果不好,你可以用医生.
05:44
But be careful.
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但要小心点儿.
05:46
Because you don't want to get an unfortunate juxtaposition,
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因为你不希望像这组广告一样有着不幸的结合.
05:48
where you're talking about one thing instead of the other.
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这样你们只会言非所意.(上面的广告宣传儿童肥胖的危险,下面的是麦当劳的广告。)
05:51
(Laughter)
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(笑声)
05:53
This model requires you to act like the king,
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这个模式要求你扮演一个国王似的人物.
05:57
like the person in the front of the room
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就像站在这个台子上的人把想法传递给
05:59
throwing things to the peons in the back.
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后排的观众一样.
06:01
That you are in charge, and you're going to tell people
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你自己作主, 并且把你的想法告诉人们
06:04
what to do next.
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下一步要做什么.
06:06
The quick little diagram of it is, you're up here,
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你就像这张图中所显示的一样.
06:09
and you are pushing it out to the world.
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把你的想法告诉全世界.
06:11
This method -- mass marketing --
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这个方法,大众市场,
06:14
requires average ideas,
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需要普遍的想法
06:16
because you're going to the masses,
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和大量的广告
06:18
and plenty of ads.
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因为你的对象是普罗大众。
06:21
What we've done as spammers
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我们做的就像是垃圾邮件发送者一样
06:23
is tried to hypnotize everyone
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试图去催眠所有人
06:25
into buying our idea,
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去接受我们的想法.
06:27
hypnotize everyone into donating to our cause,
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催眠每个人都会我们的事业作贡献.
06:29
hypnotize everyone into voting for our candidate.
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催眠每个人去给我们的候选人投票.
06:32
And, unfortunately, it doesn't work so well anymore either.
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不幸的是它并不是一直这么奏效.
06:37
(Laughter)
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(哭泣儿童的后面是圣诞老人的坟墓)(笑声)
06:40
But there is good news around the corner -- really good news.
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但这里有个好消息,真的是好消息.
06:45
I call it the idea of tribes.
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我称之为概念部落.
06:50
What tribes are, is a very simple concept
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什么是部落? 这个简单的概念,
06:53
that goes back 50,000 years.
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要回到五万年之前.
06:56
It's about leading and connecting people and ideas.
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部落是关于带领和连接人们和想法的.
07:00
And it's something that people have wanted forever.
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这些事情是人们一直以来追求的.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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过去有许多人有宗教上的部落,或教会部落.
07:07
having a work tribe,
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或工作部落.
07:09
having a community tribe.
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拥有一个部落团体
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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但现在,感谢互联网和大众传媒的信息大爆炸,
07:15
thanks to a lot of other things
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感谢很多其它的东西
07:17
that are bubbling through our society around the world,
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在世界各地的社会中酝酿.
07:20
tribes are everywhere.
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部落无处不在.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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互联网本应该把我们均匀的连接在一起.
07:24
Instead what it's allowed is silos of interest.
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但事实上,互联网创建了各种兴趣小团队.
07:27
So you've got the red-hat ladies over here.
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所以你会看到红帽子女士们.
07:29
You've got the red-hat triathletes over there.
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你还会看到红帽子铁人三项运动员们.
07:32
You've got the organized armies over here.
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你会看到组织有序的军队.
07:34
You've got the disorganized rebels over here.
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还会看到无组织的叛军.
07:36
You've got people in white hats making food.
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你会看到带白帽的人准备食物.
07:38
And people in white hats sailing boats.
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还有带白帽的人去航海.
07:40
The point is that you can find Ukrainian folk dancers
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这时你可以找到乌克兰文民族舞者.
07:43
and connect with them,
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并且与她们交流.
07:45
because you want to be connected.
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因为你想让自己被连接.
07:47
That people on the fringes
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在外围的人群
07:49
can find each other, connect and go somewhere.
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可以找到别人, 联系在一起并且去其它地方.
07:53
Every town that has a volunteer fire department
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任何一个有着志愿消防部门的城市
07:55
understands this way of thinking.
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都会理解为什么会发生这样的事情.
07:57
(Laughter)
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(笑声)
08:03
Now it turns out
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现在解释一下
08:06
this is a legitimate non-photoshopped photo.
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这是一张合法的,没经过任何修改的照片.
08:09
People I know who are firemen told me that this is not uncommon.
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我认识的一个消防队员告诉我这种事情经常发生.
08:11
And that what firemen do to train sometimes
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消防队员有时会参加训练
08:14
is they take a house that is going to be torn down,
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他们会烧掉一个快拆掉的房子,
08:16
and they burn it down instead, and practice putting it out.
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去练习如何去灭火.
08:19
But they always stop and take a picture.
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但他们总是停下来拍张照片.
08:21
(Laughter)
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(笑声)
08:22
You know the pirate tribe is a fascinating one.
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你知道海盗部落是最迷人的部落的一种.
08:25
They've got their own flag. They've got the eye patches.
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他们有自己标志的旗帜. 他们眼罩上也有标志.
08:27
You can tell when you're running into someone in a tribe.
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你可以告诉什么时间你加入了一个部落.
08:30
And it turns out that it's tribes --
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结果是这是个部落.
08:32
not money, not factories --
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不是钱, 不是工厂,
08:34
that can change our world, that can change politics,
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能改变我们的世界,能改变我们的政治.
08:37
that can align large numbers of people.
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可以结盟大量的人群.
08:39
Not because you force them to do something against their will,
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不是因为你强迫人们去做违背他们意愿的事情.
08:43
but because they wanted to connect.
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因为他们希望相互联系.
08:45
That what we do for a living now,
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这就是我们现在的生计.
08:47
all of us, I think,
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我们所有人的生计.
08:49
is find something worth changing,
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是找到一些值的改变的事情.
08:51
and then assemble tribes that assemble tribes
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然后集合部落再集合部落
08:56
that spread the idea and spread the idea.
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去不断的传播这些想法.
08:58
And it becomes something far bigger than ourselves,
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然后它变成超越我们自身的事情.
09:00
it becomes a movement.
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它变为一个运动.
09:03
So when Al Gore set out
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所以当 Al Gore 去开始
09:05
to change the world again,
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改变世界的时候,
09:08
he didn't do it by himself.
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并不是他自己去做的,
09:10
And he didn't do it by buying a lot of ads.
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并且他也没有去做很多广告.
09:12
He did it by creating a movement.
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他去引起了一场运动.
09:15
Thousands of people around the country
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全国范围内的数千人
09:17
who could give his presentation for him,
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替他做他的宣讲.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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因为他不能在同一个晚上出现在100或200或500个城市里.
09:25
You don't need everyone.
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你不需要每一个人.
09:28
What Kevin Kelley has taught us is you just need,
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Kevin Kelley告诉我们,其实我们只需要
09:30
I don't know, a thousand true fans --
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一千个真正的拥护者.
09:32
a thousand people who care enough
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一千个真正在乎你的想法的人
09:35
that they will get you the next round
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他们会把你带进他们的圈子.
09:38
and the next round and the next round.
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然后是他们的他们的他们的圈子.
09:40
And that means that the idea you create, the product you create,
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这就意味着,你创造的想法,你创造的产品,
09:43
the movement you create isn't for everyone,
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你创造的运动不是针对于所有人.
09:45
it's not a mass thing. That's not what this is about.
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它不是一个群众的东西. 它们不是关于这些的
09:47
What it's about instead
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它真正重要的
09:50
is finding the true believers.
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是找到真正相信他们的拥护者.
09:52
It's easy to look at what I've said so far,
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你会认为我刚讲过的内容很容易理解
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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然后说:"等一下, 我没有成为那种领导者的潜质"
09:58
So here are two leaders. They don't have a lot in common.
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所以这里有两位领导者. 他们几乎没有什么共同点.
10:03
They're about the same age. But that's about it.
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他们在同一个年龄段. 这就是共同点.
10:07
What they did, though, is each in their own way,
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他们正在做的,是在他们自己的路上,
10:10
created a different way
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创造着不同的方法
10:14
of navigating your way through technology.
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来引导你使用科技的方法.
10:16
So some people will go out and get people to be on one team.
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所以有些人离开并找到其他人组成一个团队.
10:19
And some people will get people to be on the other team.
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还有些人把其他团队的人吸引过来.
10:22
It also informs the decisions you make
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他还会告诉你做的决定
10:24
when you make products or services.
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当你制定产品或者服务的时候.
10:26
You know, this is one of my favorite devices.
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你看, 这是我最喜欢的一款设备.
10:29
But what a shame that it's not organized
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但太可惜了, 这个设备
10:31
to help authors create movements.
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并没有帮助作者们去创造运动圈子.
10:34
What would happen if, when you're using your Kindle,
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如果你使用Kindle的时候, 你可以看到别人的评语,记录和笔记.
10:36
you could see the comments and quotes and notes
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这些评语和笔记都来自于阅读同一本书的读者,
10:40
from all the other people reading the same book as you in that moment.
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想像一下这会是怎样的一种体验呐.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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从你的读书小组,你的朋友或者你加入的圈子里.
10:46
What would happen if authors, or people with ideas
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如果读者和作者将想法集合起来
10:49
could use version two, which comes out on Monday,
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用于下周出版的第二版,又会是怎样的一种体验?
10:52
and use it to organize people
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并且用它来组织
10:55
who want to talk about something.
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想发表言论的人.
10:57
Now there is a million things I could share with you about the mechanics here.
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现在,我可以举一百万种这个技术应用的场景.
11:00
But let me just try a couple.
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但我只列举几个就够了.
11:02
The Beatles did not invent teenagers.
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Beatles 甲壳虫乐队并没有发明青少年.
11:05
They merely decided to lead them.
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他们仅仅是去领导他们.
11:08
That most movements, most leadership that we're doing
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我们所做的最多的领导和运动
11:11
is about finding a group that's disconnected
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是找到一个没有联系起来的组织,
11:13
but already has a yearning --
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但大家已经渴望相互联系.
11:15
not persuading people to want something
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不是说服人们去要一些
11:17
they don't have yet.
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他们还没有的东西.
11:19
When Diane Hatz worked on "The Meatrix,"
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当然Diane Hatz在为Meatrix工作的时候,
11:23
her video that spread all across the internet
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她的视频传遍了互联网
11:26
about the way farm animals are treated,
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讲述了农场动物的处理过程,
11:29
she didn't invent the idea of being a vegan.
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她没有发明成为素食者的概念.
11:31
She didn't invent the idea of caring about this issue.
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她没发明关注这件事的概念.
11:33
But she helped organize people,
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但她的事组织了人们
11:35
and helped turn it into a movement.
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并且帮助人们转化成一场运动.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Chavez并没有发明中低产阶级对委内瑞拉的不满.
11:40
middle and lower class of Venezuela. He merely led them.
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他仅仅是领导他们.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marley 并没有发明塔法里主义.
11:45
He just stepped up and said, "Follow me."
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他只是站出来并且说"跟我来!"
11:48
Derek Sivers invented CD Baby,
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Derek Sivers 发明了CD Baby.
11:51
which allowed independent musicians
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允许个人音乐家有一个地方
11:54
to have a place to sell their music without selling out to the man --
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去售卖他们的音乐而不是卖给一个人.
11:58
to have place to take the mission
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让他们有一个地方实现他们的使命
12:00
they already wanted to go to, and connect with each other.
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并可以联系到同一类人.
12:03
What all these people have in common is that they are heretics.
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这些人的共同点是他们都是异教徒.
12:07
That heretics look at the status quo and say,
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这些异教徒看着现状说,
12:09
"This will not stand. I can't abide this status quo.
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这些是不能容忍的, 我不能容忍现状了.
12:12
I am willing to stand up and be counted and move things forward.
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我要站起来加入这个运动,
12:16
I see what the status quo is; I don't like it."
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我看的到现状,我不喜欢.
12:19
That instead of looking at all the little rules
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他们不是研究每一条规则
12:21
and following each one of them,
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然后遵守每一条.
12:24
that instead of being what I call a sheepwalker --
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他们不要做我说的"受人摆布的人"
12:29
somebody who's half asleep,
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有人半睡着,
12:31
following instructions,
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执行指示
12:33
keeping their head down, fitting in --
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把他们的头低下, 融入群体.
12:36
every once in a while someone stands up and says, "Not me."
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有人站起来说的是"不是我"
12:39
Someone stands up and says, "This one is important.
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有人站起来说的是"这一只很重要"
12:43
We need to organize around it."
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"我们需要跟着他"
12:46
And not everyone will. But you don't need everyone.
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并不是所有人都同意,但你不需要所有人.
12:49
You just need a few people --
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你只需要少数人就可以.
12:51
(Laughter) --
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(笑声)
12:55
who will look at the rules,
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他们会研究这些规则,
12:57
realize they make no sense,
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发现根本没道理,
13:00
and realize how much they want to be connected.
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发现他们希望连接起来.
13:02
So Tony Hsieh does not run a shoe store.
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所以Tony Shea没有经营一个鞋店.
13:05
Zappos isn't a shoe store.
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Zappos 不是鞋店.
13:08
Zappos is the one, the only,
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Zappos 是唯一的一个
13:10
the best-there-ever-was
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史上最好的
13:12
place for people who are into shoes to find each other,
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让穿鞋子的人们可以互相交流,
13:16
to talk about their passion,
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讨论他们的激情,
13:18
to connect with people who care more
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连接那些
13:20
about customer service than making a nickel tomorrow.
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认为客户服务比赚钱还重要的人们.
13:23
It can be something as prosaic as shoes,
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它可以是像鞋子一样平淡的东西.
13:25
and something as complicated as overthrowing a government.
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也可以是复杂的可以推翻一个政府.
13:27
It's exactly the same behavior though.
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它确实是相同的行为.
13:31
What it requires, as Geraldine Carter has discovered,
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这就像Geraldine Carter 所发现的
13:34
is to be able to say, "I can't do this by myself.
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能够去说"我自己做不到"
13:37
But if I can get other people to join my Climb and Ride,
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"但如果得到其它人加入我的攀爬和骑行队"
13:41
then together we can get something that we all want.
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那时我们一起可以得到我们想要的成绩.
13:46
We're just waiting for someone to lead us."
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我们只是在等有人带头.
13:48
Michelle Kaufman has pioneered
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Michelle Kaufman 是一名先驱者.
13:50
new ways of thinking about environmental architecture.
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使用新方法去考虑环境的建筑架构.
13:54
She doesn't do it by quietly building one house at a time.
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她没有安静的去只建造一个房屋.
13:57
She does it by telling a story
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在建造的同时她会讲一个故事
14:00
to people who want to hear it.
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给那些想听故事的人.
14:02
By connecting a tribe of people
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通过连接同一个部落
14:04
who are desperate to be connected to each other.
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急于相互连接起来的人们.
14:07
By leading a movement and
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通过领导一种运动.
14:09
making change.
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通过改变.
14:11
And around and around and around it goes.
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这样一圈一圈的循环下来.
14:13
So three questions I'd offer you.
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现在我要问你三个问题
14:15
The first one is, who exactly
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第一个问题,
14:18
are you upsetting?
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你在惹恼哪些人?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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如果你现在并没有惹恼任何人,那么你就并没有在改变现状.
14:24
The second question is, who are you connecting?
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第二个问题, 你现在正联系着谁?
14:27
Because for a lot of people, that's what they're in it for:
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因为对于大部分人, 这是他们存在的意义.
14:30
the connections that are being made, one to the other.
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建立起来的联系, 与其它人的联系.
14:34
And the third one is, who are you leading?
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第三个问题, 你正领导着谁?
14:38
Because focusing on that part of it --
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因为关注这一部分
14:41
not the mechanics of what you're building,
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不是你所打造的机制或技术,
14:43
but the who, and the leading part -- is where change comes.
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而是被你领导的那部分人是改变的来源.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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所以Tom's Shoes 的Blake, 有一个非常简单的想法.
14:51
"What would happen if every time someone bought a pair of these shoes
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"如果你每买一双鞋"
14:56
I gave exactly the same pair to someone
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"我就给那些没有鞋子穿的人们送一双鞋子"
14:58
who doesn't even own a pair of shoes?"
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"会是怎样的一个世界?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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这不是一个你如何在Neiman Marcus 得到一个鞋架的位置的故事.
15:05
It's a story of a product that tells a story.
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而是用产品讲述一个故事的故事.
15:09
And as you walk around with this remarkable pair of shoes
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如果你穿着这些鞋子四处游荡,
15:11
and someone says, "What are those?"
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然后有人问道:"那是什么?"
15:13
You get to tell the story on Blake's behalf,
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你就可以代表那些得到鞋子的人们
15:15
on behalf of the people who got the shoes.
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给他讲一个关于Blake送鞋的故事.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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这时候它就不是一双鞋子或者一百双鞋子.
15:20
It's tens of thousands of pairs of shoes.
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这会是上万双的鞋子.
15:22
My friend Red Maxwell has spent the last 10 years
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我的朋友Red Maxwell用十年的时间
15:25
fighting against juvenile diabetes.
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与青少年糖尿病做斗争.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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不是与医疗机构斗争, 而是同这些机构一起, 领导他们,
15:31
connecting them, challenging the status quo
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把他们联系到一起, 挑站现状
15:35
because it's important to him.
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因为这对他们很重要.
15:37
And the people he surrounds himself with need the connection.
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他周围的人也需要这种联系.
15:42
They need the leadership. It makes a difference.
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他们需要这种领导力,会使生活不一样.
15:45
You don't need permission from people to lead them.
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你领导别人的时候不需要从他们身上得到任何许可.
15:48
But in case you do, here it is:
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但一旦你去做, 这就是许可.
15:51
they're waiting, we're waiting
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他们在等待,我们在等待
15:54
for you to show us where to go next.
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你出现告诉我们下一站去哪里.
15:57
So here is what leaders have in common. The first thing is, they challenge
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这是所有领导者的共同点. 最重要的是,
16:00
the status quo.
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他们对现状质疑.
16:02
They challenge what's currently there.
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他们对现在的东西不满.
16:04
The second thing is, they build a culture.
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其次是, 他们打造一种文化.
16:07
A secret language, a seven-second handshake,
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一种秘密的语言, 一个七秒钟的握手.
16:10
a way of knowing that you're in or out.
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一种方法知道你加入或者离开.
16:13
They have curiosity. Curiosity about people in the tribe,
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他们有好奇心, 好奇每一个在部落里的人.
16:16
curiosity about outsiders. They're asking questions.
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好奇外面的人. 他们问问题.
16:19
They connect people to one another.
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他们联系一个人和另外的人.
16:21
Do you know what people want more than anything?
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你知道人们最最需要什么东西吗?
16:23
They want to be missed.
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他们最需要被想念.
16:25
They want to be missed the day they don't show up.
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他们希望他们没有出现的这天被想念.
16:27
They want to be missed when they're gone.
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他们希望他们离去时被想念.
16:30
And tribe leaders can do that.
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而部落的领导人可以这样做.
16:32
It's fascinating, because all tribe leaders have charisma,
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很迷人的是, 因为所有的领导人都有魅力.
16:36
but you don't need charisma to become a leader.
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但你不需要魅力才会变成一个领导人.
16:38
Being a leader gives you charisma.
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而是成为领导人会带给你领袖魅力.
16:41
If you look and study the leaders who have succeeded,
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如果你查看或研究成功的领导者,
16:44
that's where charisma comes from -- from the leading.
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你会发现领袖魅力是从领导力产生的.
16:46
Finally, they commit.
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最后, 他们全心全意地去投入.
16:49
They commit to the cause. They commit to the tribe.
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他们投入到事业中, 他们投入到部落中.
16:51
They commit to the people who are there.
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他们投入到部落中的人们.
16:54
So I'd like you to do something for me.
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所以,我想要你们为我做一些事情
16:57
And I hope you'll think about it before you reject it out-of-hand.
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并且我希望你们在拒绝之前认真考虑一下.
17:00
What I want you to do, it only takes 24 hours,
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只需要24小时的时间,
17:04
is: create a movement.
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我希望你们可以去创造一个运动.
17:06
Something that matters. Start. Do it. We need it.
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一些重要的东西. 开始, 去做. 我们需要你去做.
17:10
Thank you very much. I appreciate it.
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谢谢你, 非常感谢.
17:12
(Applause)
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(掌声)

Original video on YouTube.com
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