How Amazon, Apple, Facebook and Google manipulate our emotions | Scott Galloway

翻译人员: Bingxian Bai 校对人员: Eric Yang

[This talk contains graphic language Viewer discretion is advised]

【本视频包含粗口 建议酌情观看】

So, this is the first and the last slide

这是在过去15年里

each of my 6,400 students over the last 15 years has seen.

我的6400名学生看到的第一张 也是最后一张幻灯片

I do not believe you can build a multibillion-dollar organization

我认为你不可能打造一家 价值数十亿美元的企业

unless you are clear on which instinct or organ you are targeting.

除非你知道瞄准的是 哪一种本能或者器官

Our species has a need for a superbeing.

我们人类对神明是有需求的

Our competitive advantage as a species is our brain.

而人类这一物种的优势在于大脑

Our brain is robust enough to ask these really difficult questions,

我们的大脑擅长提出 非常难的问题

but, unfortunately, it doesn't have the processing power to answer them,

但不幸的是 它并没有足够强大的 处理能力来回答这些问题

于是就产生了对神明的需求

which creates a need for a superbeing

that we can pray to and look to for answers.

我们可以向他祈祷 希望得到答案

什么是祈祷

What is prayer?

Sending a query into the universe,

祈祷就是把疑问送到天上

and hopefully there's some sort of divine intervention --

盼望有某位神明显灵

我们并不需要理解发生了什么

we don't need to understand what's going on --

只需要等这位全知全能的神明

from an all-knowing, all-seeing superbeing

that gives us authority that this is the right answer.

告诉我们 这就是权威的正确答案

"Will my kid be all right?"

比如你担心 我的孩子会痊愈吗

You have your planet of stuff,

你有成堆的东西

you have your planet of work,

有做不完的工作

you have your planet of friends.

有一群好朋友

If you have kids,

你要是养过孩子就知道

一旦你的孩子脱离正轨

you know that once something comes off the rails with your kids,

everything melts,

一切都完了

in your universe to the Sun that is your kids.

你的孩子就像是太阳 照亮你的世界

"Will my kid be all right?"

我的孩子会痊愈吗

"Symptoms and treatment of croup" in the Google query box.

哮吼的症状和治疗 出现在谷歌的搜索框中

One in six queries presented to Google have never been asked before

谷歌收到的提问中 有六分之一

in the history of mankind.

以前从未被人问过

What priest, teacher, rabbi, scholar, mentor, boss has so much credibility

什么样的神职人员 教师 拉比 学者 导师 老板有如此的威信

that one in six questions posed to that person

以至于六分之一向这个人提出的问题

have never been asked before?

是从未曾被问过的问题

Google is our modern man's God.

谷歌是我们现代人的神明

Imagine your face and your name above everything you've put into that box,

想象一下你在谷歌搜索框中 输入的各种信息 包括姓名 头像

and you're going to realize you trust Google more than any entity

你会发现 你相信谷歌胜过你生命中的

in your history.

一切

(Laughter)

（笑声）

Let's move further down the torso.

让我们顺着躯干往下走

(Laughter)

（笑声）

One of the other wonderful things about our species

我们人类还有一件特别美妙的事情

就是我们不仅需要爱 也需要给予爱

is we not only need to be loved, but we need to love others.

Children with poor nutrition but a lot of affection

营养不良但是 获得很多关爱的孩子

have better outcomes than children with good nutrition and poor affection.

会比那些营养均衡 却缺乏关爱的孩子更能健康成长

However, the best signal that you might make it

目前世界人口老龄化速度飞快

to be part of the number-one fastest growing demographic in the world --

而要想判断你是否

centenarians, people who live to triple digits --

也能长命百岁

there are three signals.

有三个重要的信号

In reverse order: your genetics -- not as important as you'd like to think,

按从弱到强排 你的基因 并没有你想象的那么重要

so you can continue to treat your body like shit

所以你可以继续糟蹋自己的身体

and think, "Oh, Uncle Joe lived to 95,

并且想着 乔伊大叔活到了95岁

the die have been cast."

死亡是注定的

基因并没有你想象的那么重要

It's less important than you think.

第二个是生活方式

Number two is lifestyle.

不抽烟 控制体重 定期体检

Don't smoke, don't be obese, and prescreen --

get rid of about two-thirds of early cancers

可以避免患上三分之二的早期癌症

and cardiovascular disease.

和心血管疾病

The number one indicator or signal that you'll make it to triple digits:

而使你能长命百岁的头号指标

How many people do you love?

是你关爱的人有多少

Caretaking is the security camera --

关爱好比监控摄像头

we call the low-resolution security camera in our brain --

我们称之为大脑里的 低分辨率监控摄像头

deciding whether or not you are adding value.

决定你是否能多活几年

Facebook taps into our instinctive need not only to be loved,

我们不只是需要爱 也需要关爱他人 脸书正是利用了

我们这一本能

but to love others,

mostly through pictures that create empathy,

主要是通过照片引起我们的共鸣

catalyze and reinforce our relationships.

催生和巩固我们之间的关系

Let's continue our journey down the torso.

让我们继续顺着躯干往下

Amazon is our consumptive gut.

亚马逊直击我们的消费本能

The instinct of more is hardwired into us.

渴望拥有更多是我们的内在本性

The penalty for too little is starvation and malnutrition.

拥有太少会造成饥饿和营养不良

Open your cupboards, open your closets,

打开你的食橱和衣柜

你会发现拥有的 是你需要的十倍乃至百倍

you have 10 to 100x times what you need.

Why?

为什么

Because the penalty for too little is much greater

因为拥有太少比拥有更多

than the penalty for too much.

得到的不良影响更严重

So "more for less" is a business strategy that never goes out of style.

因此 更多商品更低价格 是个永不过时的商业策略

It's the strategy of China,

中国奉行这一策略

it's a the strategy of Walmart,

沃尔玛奉行这一策略

and now it's the strategy of the most successful company in the world,

而如今世界上最成功的企业 亚马逊

Amazon.

也奉行了这一策略

You get more for less into your gut;

你把 更多商品更低价格 变成直觉

digest, send it to your muscular and skeletal system of consumption.

将之消化并输送到你那控制消费的 肌肉和骨骼系统中去

Moving further,

更进一步

once we know we will survive, the basic instinct,

一旦我们解决了生存问题

we move to the second most powerful instinct,

我们便开始考虑第二强大的本能

and that is to spread and select the strongest, smartest and fastest seed

即挑选最强大 最聪明 最迅速的种子

to the four corners of the earth,

四海播种 繁衍后代

or pick the best seed.

或是选取最好的种子

This is not a timepiece.

我手上这只表 不是用来看时间的

I haven't wound it in five years.

我有五年没给表上发条了

It's my vain attempt to say to people,

这只是我吸引异性的徒劳尝试

"If you mate with me, your children are more likely to survive

和与戴着斯沃琪手表的人睡相比

than if you mate with someone wearing a Swatch watch."

你和我睡生的孩子更有可能存活下来

(Laughter)

（笑声）

商业的核心在于利用 人类不理性的一面

The key to business is tapping into the irrational organs.

"Irrational" is Harvard Business School's and New York Business School's term

对哈佛商学院或者 纽约商学院的人来说

for fat profit margins and shareholder value.

不理性 基本就是丰厚利润 和超高股价的代名词

"High-caloric paste for your children."

（广告主题）给孩子高卡路里的食物吧

No?

不需要吗？

You love your choosy mom.

你的孩子爱挑剔的妈妈

Why choosy moms choose Jif: you love your kids more.

为什么挑剔的妈妈选择Jif花生酱 因为你比别人更爱你的孩子

从第二次世界大战起 到谷歌诞生以前

The greatest algorithm for shareholder creation from World War II

最伟大的创造股价的算法

to the advent of Google

was taking an average product and appealing to people's hearts.

就是用煽情的营销手段 推销普通的产品

You're a better a mom, a better person, a better patriot

如果你是个好妈妈 好公民

if you buy this average soap versus this average soap.

就请你买这块很普通的香皂 而不是那块很普通的香皂

Now, the number one algorithm for shareholder value isn't technology.

如今 创造股价的 头号算法不是科技

Look at the Forbes 400.

来看看福布斯400富豪榜

Take out inherited wealth, take out finance.

刨掉那些富二代 刨掉那些搞金融的

The number one source of wealth creation:

创造财富的头号秘诀便是

appealing to your reproductive organs.

让消费者用下半身思考

The Lauders; the number one wealthiest man in Europe, LVMH.

兰黛家族 欧洲 首富路威酩轩集团

Numbers two and three: H&M and Inditex.

H&M服饰和Inditex分居二三位

You want to target the most irrational organs for shareholder value.

要想创造股价你就得 瞄准最不理性的器官

As a result, these four companies -- Apple, Amazon, Facebook and Google --

结果这四大公司 苹果 亚马逊 脸书和谷歌

便联手主宰了我们的生活

have disarticulated who we are.

God, love, consumption, sex.

神明 爱情 消费 性欲

The proportion in your approach to those things is who you are,

每个人的生活中这四项 占据的比例各不相同

and they have reassembled who we are in the form of for-profit companies.

而现在它们化身四家营利性公司 重新组成了我们的生活内容

At the end of the Great Recession,

在经济大衰退末期

这些公司的市场资本总额

the market capitalization of these companies was equivalent

to the GDP of Niger.

与尼日利亚的GDP相当

Now it is equivalent to the GDP of India,

而现在它相当于印度的GDP

having blown past Russia and Canada in '13 and '14.

分别在2013年和2014年 超过了俄罗斯和加拿大

There are only five nations

只有五个国家的GDP

超过了这四家公司市场资本总额的

that have a GDP greater than the combined market capitalization

of these four firms.

总和

Something is happening, though.

然而 有些事正在发生

The conversation just a year ago was, which CEO was more Jesus-like?

仅一年前 人们还在谈论 哪个CEO更像拯救世人的上帝

Who was running for president?

谁在竞选总统

Now the worm has turned.

如今情形大变

Everything they're doing is bothering us.

它们做的事情件件恼人

We're worried they're tax avoiders.

我们担心它们逃税

Walmart, since the Great Recession, has paid 64 billion dollars

自经济大衰退开始 沃尔玛共缴纳了

in corporate income tax;

640亿美元的公司所得税

Amazon has paid 1.4.

而亚马逊才缴纳了14亿

How do we pay our firefighters, our soldiers and our social workers

如果这些世界上最成功的公司 不缴纳它们应缴的合理税款

if the most successful companies in the world don't pay their fair share?

我们用什么来给我们的消防员 战士和社工们发薪水

Pretty easy.

很简单

那意味着不那么成功的公司

That means the less successful companies have to pay

需要多交税

more than their fair share.

（假装对亚马逊智能语音助理） Alexa 这是好事吗

Alexa, is this a good thing?

This is despite that fact --

尽管实际情况是

(Laughter)

（大笑）

This is despite the fact

尽管实际情况是

that Amazon has added the entire market capitalization of Walmart

在过去19个月里 亚马逊的市值增加的数额

to its market cap in the last 19 months.

是整个沃尔玛的市场资本总额

Whose fault is it? It's our fault.

这是谁的错 是我们的错

We're electing regulators who don't have the backbone

我们选出的监管者 腰杆儿不够硬

to actually go after these companies.

管不了这些公司

Facebook lies to EU regulators

脸书向欧盟监管部门撒谎说

and says, "It would be impossible for us to share the data

我们不可能在核心平台 和提议并购的WhatsApp

之间分享数据

between our core platform and our proposed acquisition of WhatsApp.

Approve the merger."

请批准这项并购

They approve the merger and then -- spoiler alert! -- they figure it out.

欧盟批准了并购 紧接着 剧透预警在此 他们回过味儿来了

And the EU says, "I feel lied to.

欧盟说 我觉得你们撒了谎

We're fining you 120 [million] dollars,"

我们要罚你1.2亿美金

about .6 percent of the acquisition price of 19 billion dollars.

而并购花了190亿美金 罚款只占了0.6%

If Mark Zuckerberg could take out an insurance policy

如果 马克·扎克伯格 能购买一份保险

that the acquisition would go through for .6 percent,

花0.6％的保费确保并购成功实现

wouldn't he do it?

他会不那么做吗

Anticompetitive behavior.

而谷歌的垄断行为

A two-and-a-half-billion-dollar fine,

被欧盟罚款25亿美金

three billion of the cash flow,

30亿的现金流

three percent of the cash on Google's balance sheet.

只占了谷歌资产负债表上的3%。

We are telling these companies, "The smart thing to do,

我们正告诉这些公司 要想把股价拉上去

the shareholder-driven thing to do,

就得学机灵点儿

is to lie and to cheat."

该撒谎就得撒谎

We are issuing 25-cent parking tickets

我们使用一个每小时费用为

on a meter that costs 100 dollars an hour.

100美金的仪器来开 25美分的停车罚款单

The smart thing to do is lie.

聪明的做法就是撒谎

Job destruction!

还有就业领域的灾难

Amazon only needs one person for two at Macy's.

亚马逊所需的员工数量 只是梅西百货公司的一半

If they grow their business 20 billion dollars this year, which they will,

如果今年他们的业务 增长200亿美元 这应该没什么难度

那么我们将失去53000名 收银员和百货公司职员

we will lose 53,000 cashiers and clerks.

This is nothing unusual;

这毫不罕见

this has happened all through our economy,

这种情况贯穿我们的整个经济

we've just never seen companies this good at it.

我们只是从没看到 如此擅长于此的公司

That's one Yankee Stadium of workers.

那些失业的工人可以 装满整个洋基体育馆

It's even worse in media.

媒体行业更糟

If Facebook and Google grow their businesses

如果脸书和谷歌的业务

今年能增长220亿美金 他们也能做到

22 billion dollars this year, which they will,

we're going to lose approximately 150,000 creative directors,

我们将失去近15万的创意总监

planners and copywriters.

策划和文案

Or we can fill up two-and-a-half Yankee Stadiums

我们用他们装满 两个半的洋基体育馆

and say, "You are out of work, courtesy of Amazon."

告诉他们 拜亚马逊所赐 你们失业了

目前我们获得的绝大部分新闻 是来自社交媒体推送

We now get the majority of our news from our social media feeds,

and the majority of our news coming off of social media feeds is ...

而我们从社交媒体推送 获得的新闻多数是

fake news.

虚假新闻

(Laughter)

（大笑）

I am not allowed to be political or use curse words,

我不能在课堂上谈政治 或说话带脏字

or talk about religion in class,

或谈论宗教

so I can definitely not say,

所以我绝不能说

"Zuckerberg has become Putin's bitch."

扎克伯格成了普京的小贱人

I definitely cannot say that.

我真是 非常不敢说 啊

(Laughter)

（大笑）

Their defense:

他们反驳说

"Facebook is not a media company; it's a technology company."

脸书不是一个媒体公司 是个科技公司

You create original content,

你创建原创内容

you pay sports leagues to give you original content,

你付钱给各大体育联赛 让他们提供原创内容

you run advertising against it -- boom! -- you're a media company.

你再在这些内容上投放广告 那你的确就是媒体公司

Just in the last few days,

就在几天前

Sheryl Sandberg has repeated this lie, that "We are not a media company."

雪莉桑德伯格 重申了这个谎言 我们不是媒体公司

Facebook has openly embraced the margins of celebrity

脸书公开地通过名人效应

and the influence of a media company

和媒体公司的影响力赚取价值

yet seems to be allergic to the responsibilities

然而似乎却对媒体公司的责任

of a media company.

一事极其反感

Imagine McDonald's.

想想麦当劳吧

We find 80 percent of their beef is fake,

我们发现他们的牛肉 有80%都是假的

and it's giving us encephalitis,

会让人们患上脑炎

and we're making terrible decisions.

而我们却做出了糟糕的决定

And we say, "McDonald's, we're pissed off!"

说 麦当劳 我们很生气

And they say, "Wait, wait --

他们说 且慢 且慢

we're not a fast-food restaurant,

我们不生产快餐

we're a fast-food platform."

我们只是快餐的搬运工

(Laughter)

（大笑）

These companies and CEOs wrap themselves

这些公司和它们的CEO们把自己

in a neon-blue pink rainbow and blue blanket

包装成神仙模样 披着艳丽的彩虹下凡人间

to create an illusionist trick from their behavior each day,

用魔术般的幻像 掩盖他们的日常行径

which is more indicative of the spawn of Darth Vader and Ayn Rand.

星球大战里的黑武士 下凡时也不过如此

Why? Because we as progressives are seen as nice but weak.

为什么 因为我们越来越 被看作软弱的老好人

If Sheryl Sandberg had written a book on gun rights

如果 雪莉·桑德伯格 写了 一本关于公民持枪权利

or on the pro-life movement,

或反堕胎运动的书

would they be flying Sheryl to Cannes?

那么她还会被邀请飞去戛纳吗

No.

不会的

我并不怀疑他们渐进的价值观

And I'm not doubting their progressive values,

但他们的价值观核心都是股价

but it foots to shareholder value,

because we as progressives are seen as weak.

因为我们的形象越来越软弱

They're so nice -- remember Microsoft?

而他们却一脸无辜 记得微软吗

They didn't seem as nice,

他们的公众形象 包装得似乎不太好

and regulators stepped in much earlier than the regulators now,

所以那时监管部门介入很快

who would never step in on those nice, nice people.

而如今的监管部门绝不会 去干涉那些善意的公众楷模

I'm about to get on a plane tonight,

今晚我要乘坐飞机

and I'm going to have a guy named Roy from TSA molest me.

如果有人怀疑我酒驾回家

If I am suspected of a DUI on the way home,

运输管理局会派一个 叫罗伊的人骚扰我

可能还需要对我抽血检查

I can have blood taken from my person.

But wait! Don't tap into the iPhone --

但且慢 禁止动iPhone

it's sacred.

它可是神圣不可侵犯的

This is our new cross.

这是我们的新十字架

It shouldn't be the iPhone X,

新款苹果手机与其说是iPhone X

it should be called the "iPhone Cross."

不如说是名副其实的 iPhone十字架

We have our religion; it's Apple.

我们有至高无上的宗教 苹果神教

Our Jesus Christ is Steve Jobs,

我们的教主是 史蒂夫·乔布斯

and we've decided this is holier than our person, our house

我们视其为至高神圣 超过了我们的房屋和电脑

or our computer.

甚至超过了我们自己

We have become totally out of control

我们完全失控了

with the gross idolatry of innovation and of youth.

迷失在对于创新和 青春的盲目崇拜中

We no longer worship at the altar of character,

我们不再追寻勇气

of kindness,

仁爱

but of innovation and people who create shareholder value.

而是一味追寻创新 崇拜那些创造股价的人

Amazon has become so powerful in the marketplace,

亚马逊在市场上变得强大非凡

it can conduct Jedi mind tricks.

它对我们进行精神控制

It can begin damaging other industries just by looking at them.

浏览它们就已经开始 破坏其他行业了

Nike announces they're distributing on Amazon, their stock goes up,

耐克宣布 他们开始在亚马逊上 销售 股价便升上去了

every other footwear stock goes down.

所有其他的鞋类企业股价下跌

每当亚马逊的股价上升 其他零售商的股价便会下跌

When Amazon stock goes up, the rest of retail stocks go down,

因为股民相信所有对于亚马逊好的 东西对于其他人都是坏的

because they assume what's good for Amazon is bad for everybody else.

当并购全食超市的时候 鮭魚的成本被削减了33%

They cut the cost on salmon 33 percent when they acquired Whole Foods.

In between the time they announced the acquisition of Whole Foods

在他们宣布并购全食超市开始

and when it closed,

到并购结束期间

美国最大的食品销售 专营公司克罗格

Kroger, the largest pure-play grocer in America,

shed a third of its value,

股价跌了1/3

because Amazon purchased a grocer one-eleventh the size of Kroger.

就是因为亚马逊吃下了这家 规模占克罗格1/11的食品销售商

我非常幸运

I got very lucky.

I predicted the acquisition of Whole Foods by Amazon

我预测到了亚马逊 对全食超市的收购

the week before it happened.

就在收购发生前的那周

我在媒体上公开扬言

This is me boasting; I said this publicly in the media.

This was the largest acquisition in their history,

这是他们历史上最大规模的并购

他们之前从没有做过 十亿美元以上的并购

they'd never made an acquisition over a billion,

人们问我 你是怎么知道的

and people asked, "How did you know this?"

我现在就向各位了不起的观众来揭秘

So I'm letting this very impressive audience in on the secret.

我是怎么知道的

How did I know this?

I'm going to tell you how I knew.

让我来告诉你我是怎么知道的

I bark at Alexa all day long

我整天的对着Alexa大吼大叫

and try to figure out what's going on.

想知道这是怎么一回事

(演讲者) Alexa 买点儿全脂牛奶

(Scott Galloway) Alexa, buy whole milk.

(Alexa) I couldn't find anything for whole milk,

(Alexa) 我找不到 全脂牛奶 的搜索结果

so I've added whole milk to your shopping list.

所以我把全脂牛奶 加进了你的购物清单

SG: Then I asked,

演讲者：接下来我问

(SG) Alexa, buy organic foods.

(演讲者) Alexa 买点儿有机食物

(Alexa) The top search result for organic food

(Alexa) 有机食物的搜索结果首位

是Plum Organics婴儿食品 香蕉和南瓜口味

is Plum Organics baby food, banana and pumpkin,

12包装 每包4盎司

12-pack of four ounces each.

It's 15 dollars total.

共15美元

Would you like to buy it?

你想要买吗

SG: And then, as often happens at my age,

演讲者：然后 就像到我 这个年龄的人一样

I got confused.

我被弄糊涂了

(SG) Alexa, buy whole foods.

(演讲者) Alexa 买些 全食

(Alexa) I have purchased the outstanding stock of Whole Foods Incorporated

(Alexa) 我已经购入了 全食超市未售出的股票

at 42 dollars per share.

每股价格为42美元

I have charged 13.7 billion to your American Express card.

我已从你的美国运通卡上 划掉了137亿美金

(Laughter)

（大笑）

SG: I thought that'd be funnier.

演讲者：大伙儿笑点很高啊

(Laughter)

（大笑）

We've personified these companies,

我们把这些公司拟人化了

and just as when you're really angry over every little thing someone does

当你对人生中发生的种种小事 人际关系中的种种波澜

都气愤不已的时候

in your life and relationships,

you've got to ask yourself,

你需要问你自己

这到底是怎么回事儿 为什么我们对科技如此失望

"What's going on here? Why are we so disappointed in technology?"

我认为那是因为过去发展科技

I believe it's because the ratio of one-percent pursuit

of shareholder value

99%是为人类造福

只有1%是为了挣钱

and 99 percent the betterment of humanity

that technology used to play

而这二者的比例

has been flipped,

如今却颠倒了

如今我们全身心地关心股价 没人关注人道主义

and now we're totally focused on shareholder value instead of humanity.

One hundred thousand people came together for the Manhattan Project

10万人携手参与了曼哈顿项目

名副其实地拯救了世界

and literally saved the world.

是科技拯救了世界

Technology saved the world.

我的妈妈是犹太人 战争爆发的 时候她才四岁 住在伦敦

My mother was a four-year-old Jew living in London at the outset of the war.

如果我们没有成功造出原子弹

If we had not won the footrace towards splitting the atom,

would she have survived?

她能活下来吗

It's unlikely.

不太可能

Twenty-five years later,

25年之后

the most impressive accomplishment, arguably, ever in all of humankind:

对于全人类可能是 最令人瞩目的成就

put a man on the moon.

把人类送上月球

Four hundred thirty thousand Canadians, British and Americans came together,

43万名加拿大人 英国人 和美国人联手

再一次用非常基础的科技

again, with very basic technology,

and put a man on the moon.

把人送上了月球

Now we have the 700,000 best and brightest,

如今我们有70万人才

and these are the best and brightest from the four corners of the earth.

他们来自五湖四海 各个才华出众

They are literally playing with lasers relative to slingshots,

和前人手中的弹弓和水枪比起来

relative to the squirt gun.

他们玩的可是激光大炮

他们的工作目标相当于印度的GDP

They have the GDP of India to work at.

And after studying these companies for 10 years,

研究这些公司10年之后

我终于看清了他们的真面目

I know what their mission is.

Is it to organize the world's information?

是将全世界信息组织整理起来吗

Is it to connect us?

是让人和人加强交流吗

Is it to create greater comity of man?

是为建立人与人间更多的尊敬友爱吗

It isn't.

并非如此

我知道为何我们汇聚在此

I know why we have brought together --

I know that the greatest collection of IQ capital and creativity,

这些公司聚集了最伟大的 高智商创新人才

that their sole mission is:

可唯一的目标却是

to sell another fucking Nissan.

多特么卖出一辆尼桑车

My name is Scott Galloway, I teach at NYU, and I appreciate your time.

我是Scott Galloway 在纽约大学任教 谢谢各位的时间

（掌声）

(Applause)

Chris Anderson: Not planned,

Chris Anderson： 我没有准备

但你的演讲引起了 我的几个问题 Scott

but you prompted some questions in me, Scott.

(Laughter)

（大笑）

That was a spectacular rant.

这场激情澎湃的演说令人惊叹

SG: Is this like Letterman?

演讲者：像Letterman是吗 (午夜的幽默谈话节目主持人）

When you do well, he calls you onto the couch?

你做的好 他就让你坐上沙发

CA: No, no, you're going to the heart of the conversation right now.

CA：不是 不是 现在谈话的核心部分才开始

Everyone's aware that after years of worshipping Silicon Valley,

每个人都知道 多年来 硅谷一直令人极其崇拜

suddenly the worm has turned

现在突然风向转了

and in such a big way.

而且转变很大

To some people here, it will just feel like you're piling on,

对于某些观众而言 感觉你可能言过其实

you're kicking the kids who've already been kicked to pieces anyway.

这些公司已经被骂得体无完肤 你却还要再指责他们

难道你对它们没有感到一丝同情吗

Don't you feel any empathy for them at all?

SG: None whatsoever.

SG：丝毫没有

Look, this is the issue:

问题是这样：

it's not their fault, it's our fault.

这不是他们的错误 而是我们的错误

They're for-profit companies.

他们是逐利的公司

They're not concerned with the condition of our souls.

他们不关心我们的灵魂

也不会帮我们养老

They're not going to take care of us when we get older.

We have set up a society that values shareholder value over everything,

我们创建了新的社会风气 重视股价胜过一切

and they're doing what they're supposed to be doing.

他们不过是做了该做的而已

但我们需要选拔一批监管者

But we need to elect people,

and we need to force ourselves to force them

并狠下决心去强迫他们

to be subject to the same scrutiny

对所有公司一视同仁

严格监察 没得商量

that the rest of business endures, full stop.

CA: There's another narrative

CA：你说的还有另一点

that is arguably equally consistent with the facts,

是否与事实相符也值得商榷

which is that there actually is good intent in much of the leadership --

那就是大多数领导者的意图 实际上都是好的

I won't say everyone, necessarily --

我不能一概而论说每个人如此

many of the employees.

但很多的员工都是好的

我们都认识在这些公司工作的人

We all know people who work in those companies,

and they still are pretty convincing that their mission is to --

他们仍然会让人相信 他们的使命是

so, the alternative narrative is that there have been

另一种说法可以是

unintended consequences here,

无心的后果

that the technologies that we're unleashing,

突然迸发的这些科技力量

the algorithms, that we're attempting to personalize the internet, for example,

比如 我们试图将互联网 拟人化的算法 例如

A 导致了我们没有预料到的奇怪后果

have A, resulted in weird effects like filter bubbles

that we weren't expecting;

比如过滤气泡 (个人化资料过滤)

and B, made themselves vulnerable to weird things like --

和B 令他们很容易被奇怪的 事情入侵 例如

oh, I don't know, Russian hackers creating accounts

我也不确定 比如 俄罗斯黑客建立帐号

and doing things that we didn't expect.

做些我们意料之外的事情

Isn't the unintended consequence a possibility here?

无心的结果会不会是一种可能性呢

SG: I don't think --

SG：我不这么认为

I'm pretty sure, statistically,

我挺确定从统计数据来看

they're no less or better people than any other organization

他们和任何人数 不少于10万的大公司

that has 100,000 or more people.

情况都差不多

I don't think they're bad people.

我不认为他们是坏人

其实我得说

As a matter of fact, I would argue

以人为本的好领导也不在少数

that there's a lot of very civic-minded, decent leadership.

但问题是

But this is the issue:

当你控制了搜索业务90%的市场份额

when you control 90 percent points of share in a market, search,

that is now bigger than the entire advertising market of any nation,

如今这比任何国家的 整个广告市场都大

and you're primarily compensated and trying to develop economic security

而你在财务方面获益主要是

for you and the families of your employees,

通过增大市场份额 你才能为雇员及其家庭

to increase that market share,

获得经济保障

you can't help but leverage all the power at your disposal.

你不得不把所有 可用的权力发挥到极致

And that is the basis for regulation,

而这是需要监管的基础

and it's the basis for the truism throughout history

也印证了一条贯穿历史 不言自明的真理

that power corrupts.

权利导致腐败

They're not bad people;

他们不是坏人

we've just let them get out of control.

只是我们让他们变成了 脱缰之马 完全不受控制

CA: So maybe the case is slightly overstated?

CA： 所以实情可能被说得有 一点儿言过其实了对吗

I know at least a bit --

我认为至少有一点

Larry Page, for example, Jeff Bezos --

例如 拉里·佩奇 杰弗里·贝索斯

I don't actually believe they wake up thinking,

我其实并不认为他们 一起床就想着

"I've got to sell a fucking Nissan."

我特么要卖掉一辆尼桑车

I don't think they think that.

我不认为他们这样想

I think they are trying to build something cool, and are probably,

我想他们在试着做些很酷的事情

in moments of reflection,

有时他们可能也会反思

as horrified that some of the things that have happened as we might be.

也许像我们一样 被实际发生的事吓到了

So is there a different way of framing this,

所以是否有另一种方法 来解释这件事

to say that when your model is advertising,

比如说你是做广告业务的

that there are dangers there that you have to take on more explicitly?

是否有需要你更直接承担的危险

SG: I think it's very difficult to set an organization up as we do,

SG：我认为我们 这样做很难建立一个

to pursue shareholder value above all else.

追逐股价胜于其他一切的企业

They're not non-profits.

他们毕竟是营利企业

The reason people go to work there is they want to create economic security

人们来这儿工作 就是想为自己和家人

挣得一份稳定的收入

for them and their families,

mostly first and foremost.

这是大前提 也是最重要的原因

And when you get to a point where you control so much economic power,

当你终于掌控了巨大的经济权力时

you use all the weapons at your disposal.

你将所有的武器用到极致

I don't think they're bad people,

我不认为他们是坏人

但我认为我们不仅是消费者 也是选民 自当和政府一道

but I think the role of government and the role of us as consumers

and people who elect our officials

扮演好监管者的角色

确保这些公司能受到监管

is to ensure that there are some checks here.

我们给了他们免检王牌

And we have given them the mother of all hall passes

因为我们觉得他们太有吸引力了

because we find them just so fascinating.

CA: Scott, eloquently put, spectacularly put.

CA：Scott 非常精彩的阐述

Mark Zuckerberg, Jeff Bezos, Larry Page, Tim Cook, if you're watching,

马克·扎克伯格 杰弗里·贝索斯 拉里·佩奇 蒂姆·库克

you're welcome to come and make the counterargument as well.

如果你们看到了这个演讲 欢迎来做一场反方辩论

Scott, thank you so much.

Scott 非常感谢

SG: Thanks very much.

SG：非常感谢

(Applause)

（掌声）