Want to Give a Great Presentation? Use Ugly Sketches | Martin J. Eppler | TED

譯者: 麗玲 辛 審譯者: Yanyan Hong

How can we use the power of pictures at work?

工作中，如何善用圖片的力量？

How can you visualize what you think, what you know,

如何將你的想法和知識視覺化，

and make that accessible for others to improve collaboration?

讓他人更容易理解， 從而提升協作的效果？

I have been obsessed with this question for 30 years.

我心繫這個問題整整 30 年。

In 20 books, in 200 articles,

我寫了 20 本書、200 篇文章，

in more than dozens of experiments.

並進行了幾十個實驗。

And what I found are amazing benefits that happen when you draw,

我發現，當我們動手畫、

使用視覺化工具、畫草圖 或塗鴉時，會帶來驚人的好處：

when you use visualization software,

when you sketch, when you doodle.

You boost your creativity,

我們能激發創意、

you improve collaboration and communication,

改善溝通和協作、

have better conflicts.

更能好好地處理衝突，

And you also improve your decision quality

如果將資訊視覺化， 我們甚至能提升決策的質量。

when you visualize the information that you have.

But what I also found was that many of us

然而，我也發現，

許多人根本沒充分利用視覺化的潛力，

don't use the potential of visualization at all.

We stick to old ways of presenting, of discussing.

仍然使用老舊的簡報和討論方式。

Can I ask you this?

請問大家，

Who among you still loves standard presentation slides with bullet points?

還有誰簡報時愛用條列式重點？

誰喜歡這種一張接一張的內容？

Who loves to sit through that?

OK, we have four people

好的，現場有四個人。

(Laughter)

（笑聲）

For the rest, can you give me alternatives?

其他人呢？ 告訴我 還有哪些替代方式？

What can you do instead of bombarding people with slides?

除了用投影片疲勞轟炸之外，

What would be a visual way of working?

還有什麼更好的視覺呈現方式？

Storytelling, what else?

說故事，還有嗎？

Prezi, yes.

Prezi，對，可以。

Sketching.

畫圖。

What else? Mind mapping.

還有呢？心智圖。

Whiteboard, right?

白板，對。

There are many ways.

還有很多方式。

When you invite people to visualize with you, to co-create,

當你邀請他人和你一起 視覺化、共同創作時，

what you're actually doing,

你在做的事，

and this is the first of many visual metaphors to come,

以下是今天的第一個比喻，

you're sort of laying out a mini red carpet

其實就是鋪設一條迷你紅毯，

to invite them to shine.

邀請他們一同走星光大道。

It's also a red thread

這也是一條「紅絲線」，

that the conversation has

當你邀請他人一起進行視覺化時， 將對話串聯起來。

when you invite others to visualize with you.

接下來，我想用五到六分鐘

So what I'd like to share in the next five to six minutes with you

are three practices that help you

分享三個方法，你可以用來

to invite others to visualize together.

邀請他人與你一起進行視覺化。

But first, can I take you back just a minute

不過，首先，容我回顧

to my very first high-stake presentation?

我人生中的第一場高壓簡報。

Not as a university professor,

那不是我作為大學教授的演講，

but in my former life as a consultant.

而是在之前我擔任顧問的時候。

A client had asked us to analyze

有一次，一位客戶請我們分析

if they should enter a new multi-billion market.

他們是否應該進入 一個價值數十億美元的新市場。

And we worked very hard to analyze this market.

我們花了很長時間分析這個市場，

And I had produced about 40 data-driven slides

我準備了大約 40 張投影片， 上面滿滿的數據，

to show the client that we had worked hard

打算向客戶展示我們的努力成果，

and that he should not enter this business.

並建議他們不要進入這個市場。

Just as I was ready to go and bombard the client with those slides,

但就在我準備一股腦 用這些投影片跟客戶簡報時，

my then-boss said,

我的上司對我說：

"Martin, take a seat, hold your horses."

「馬丁，先坐下來，冷靜一下。」

And instead of me going through the slides,

接著，他沒讓我放投影片，

he showed the perplexed audience one sketch, one visual metaphor.

他向在場的客戶展示了 一張手繪草圖，一個視覺比喻，

And it was this one.

就是這張。

It was a fortress built on sand.

一座建在沙上的堡壘。

This guy had just summarized all of my 40 slides in a single image

他用這幅圖成功總結了 我 40 張投影片的全部內容。

because he was right.

他說的對，

This new market was like a fortress,

這個新市場就像一座堡壘。

very hard to conquer because of patent shields,

非常難攻克，因為受到專利保護、

economies of scale, contracts.

規模經濟、合約等的限制。

And it was not even worth conquering.

而且，即使攻克了也不值得，

It was sinking into the sand, so to speak,

因為這個市場正在被新技術取代，

because the technology was being replaced by another one.

就像正在下沉的沙地。

And of course, the client then asked about details

接著，客戶開始詢問一些細節，

like the patent analysis I had done, or the contracts and so forth,

比如專利分析或合約內容，

and I could show, finally, my slide with that analysis.

這時我才終於可以展示我的投影片。

But this leading with a visual metaphor

但這張視覺隱喻圖的引導

really changed the dynamics of the conversation.

改變了整場對話的氛圍，

It was much more collaborative.

讓討論更具協作性。

First, the overview with this visual metaphor

首先，先以視覺比喻呈現概要，

and then the details on demand.

然後根據需求進一步補充細節。

And I realized, it's all about a conversation.

我意識到，這過程其實就是一場對話。

It's much better this way

這種方式效果要好得多。

when you first show overview with the help of a metaphor

先用比喻來展示概要，

that, by the way, the client picked up and used also verbally.

更妙的是，客戶甚至 也會直接使用這個比喻。

And that got me thinking as a researcher.

作為研究者，我開始思考。

And in many experiments with managers and students,

在對管理者和學生的多次實驗中，

we found three practices

我們發現了三個方法，

that I want to share with you

現在我想與大家分享，

that you can use to really reap the power of pictures professionally.

這些方法能幫助你在專業領域 充分發揮圖像的力量。

And the first one might shock you,

第一個方法可能會讓你感到震驚，

especially the design aficionados among you.

尤其是愛好設計的人。

If you want visualization, graphic representations to work for you

如果你希望用視覺化圖形 提昇你和團隊的合作效果，

and for collaboration,

make them ugly.

那就讓它們看起來「醜」一點。

(Laughter)

（笑聲）

Beauty is the enemy of collaboration.

美感是協作的敵人。

If something looks too nice,

如果某樣東西看起來太過完美，

it looks like it doesn't need revision or improvement.

會讓人覺得不需要再改進。

I call this the museum effect.

我稱之為「博物館效應」。

People just stare at it and say, "Yeah, that looks perfect,"

人們只會盯著它看，然後說： 「嗯，這看起來很完美。」

and the thinking stops there.

就不再思考。

So you want to use the power of provisionality.

所以你應該利用「暫定性」的力量，

You want to signal with your drawings

用你的草圖來表明：

"this is a work in progress" and invite collaboration in this way.

「這還在進行中」， 這樣就能邀請大家參與協作。

So this is good news for all of us who are terrible at drawing, right?

對於我們這些不太會畫畫的人來說， 這真是個好消息，對吧？，

So it's not a bug, it's a feature.

那不是缺陷，反而是特色。

The technical term is low perceived finnishness, right.

專業術語稱之為「低完成感知度」。

It looks provisional.

這樣會有未完成的效果，

It invites collaboration.

能夠鼓勵協作。

And by the way, banks and telecom companies

順便說一句，銀行、電信公司和 保險公司早就使用這種方法了，

and insurances have been using this all along.

It's called pencil selling, right?

叫做「鉛筆銷售」。

When instead of using shiny slides,

他們不使用光鮮亮麗的幻燈片，

you just sketch something with a pencil for a client, like a product.

而是用鉛筆畫草圖給客戶看， 比如產品的設計。

And in our experiments, we were able to show this actually is much better.

經實驗證明，這種方法實際上更有效，

It leads to more sales.

能帶來更多的銷售量。

So if you want to harness the power of visualization for collaboration,

因此，如果你想 利用視覺化來促進合作，

make them look ugly,

那就讓它們看起來醜一些、

make them look provisional,

不那麼精緻，

use sketches and doodles.

用草圖和塗鴉。

And we've shown in our experiments,

而我們的實驗也證明，

even little tweaks to software to make it look more sketchy

即使是讓軟體看起來更草率的小調整，

boosts collaboration and creativity.

都能增強合作和創造力。

And this brings me to the second advice I'd like to share with you.

這就引出了我想分享的第二個建議。

Like my boss, lead with visual metaphors.

請像我的老闆一樣， 用視覺比喻引領方向。

Don't just use diagrams, although they are powerful,

不要只用圖表，

儘管圖表很強大，還有地圖、數據圖。

or charts or maps.

Visual metaphors are magical.

視覺比喻的魔力在於，

They access what people already know.

它能喚起人們已有的知識，

They bring out new solution ideas.

激發新的解決方案，

They make things much more concrete, like a mini red carpet or a red thread.

使事物更加具體， 像是一條迷你紅毯或一條紅線。

Let me give you an example.

讓我舉個例子。

In a study that we originally did for BMW Financial Services

原先我們為 BMW 金融服務 進行了一項研究，

and then published,

後來也發表了相關結果。

we used the identical strategy of BMW

我們將這些相同策略

and communicated it to different staff members, groups.

用三種方式向不同的員工群體宣導：

Once we used standard bullet point slides,

第一組用標準的重點條列幻燈片，

then we used a diagram.

第二組用圖表，

And for the third group,

第三組則使用山路比喻圖，

we used the mountain trail visual metaphor

with the same content as the other two.

內容與前兩者完全一致。

And guess what?

結果如何呢？

For the group where we visualized through the mountain trail,

在使用山路比喻的那組中，

the strategy,

not only did they remember a lot more later on,

員工不僅記住的內容更多，

they were also much more motivated to implement the strategy.

他們也更加積極地執行策略。

Now, I've never [used] a metaphor I didn't like,

沒有比喻是我不喜歡的，

but clearly not all metaphors are equally well-suited.

但顯然並非所有比喻都適合。

You want to make sure that the metaphor is simpler

你需要確保比喻 比你試圖解釋的東西更簡單、

than what you're trying to explain,

that it's concrete and that people have a connection with it,

更具體，並且與人們有連結，

and that is hopefully the right connection.

當然這種連結最好是正面的。

I will never use again the volcano metaphor,

我不會再用火山來比喻創造力，

as I did once for creativity,

因為我曾經在一個 有活火山風險的國家這樣做過。

in a country that is at risk of active volcanoes.

So choose your metaphors well, and if you do that,

所以，請慎選比喻。

如果選擇得當，比喻會引起共鳴，

then it will resonate with people,

it will be much more memorable,

人們更容易記住，

it sticks like a red ribbon on the floor.

就像地板上的紅絲帶一樣鮮明。

Here's another example of such a visual metaphor.

以下是另一個視覺比喻的例子。

It can come from nature,

比喻可以來自自然、 科技或神話，範圍很廣。

it can come from technology,

it can come from mythology, you name it.

Here, I used the bridge to visualize a few --

在這裡，我用橋的形象呈現幾個——

I'm a professor of communications management --

我教溝通管理——

a few communication problems.

幾個溝通問題的例子。

And so it's simple, also visually.

這個比喻很簡單，視覺上也是。

And the beauty of this kind of visual,

而這類視覺圖的妙處，

we can learn that from comic strips,

我們可以從漫畫中學到，

is that it starts a series that people then want to complete.

就是它能開啟系列之作， 讓人們想要去完成它。

And I think that's very powerful in collaboration.

我認為這在合作中非常有用。

I call this third practice

我稱這種方法為「視覺變化法」。 我想在最後跟你分享這個方法。

that I want to share with you in conclusion,

I call this visual variation.

You use a metaphor or a diagram and then you vary it.

你使用比喻或圖表，然後進行變化。

You repeat it, but slightly differently.

有重複，但稍作變化。

And the magic that this does for collaboration

這種方法的魔力在於，

is people start to extend the series you're giving them.

你提出系列圖像後，人們會開始延續。

So for example here,

例如，

communication is one-sided because of a lack of listening, right?

在溝通時，若缺乏傾聽，

A one-way street,

溝通成為一條單行道；

or the bridge is not aligned, there's misunderstandings,

或者橋沒有對齊，代表誤解；

or it's too full,

或者橋上太擁擠，代表 過多訊息淹沒了關鍵訊息。

the too many messages crowd out the key message,

and people automatically think of other communication problems

人們自然會通過橋這個比喻 想到其他的溝通問題。

through the metaphor of the bridge,

like one car going off the bridge

比如一輛車衝出橋面

maybe because the person is too emotional, right?

可能代表情緒過於激動，

Or the bridge being shaky

或者橋不穩定

maybe because there is no trust in the relationship.

可能象徵缺乏信任。

Visual metaphors spark the imagination.

視覺比喻激發想像力，

Especially if they come in a series of images.

尤其以一系列圖像呈現時。

This is, by the way, a very empirically validated theory.

順便說一句，這是經過實證的理論，

It's called variation theory.

稱為變異理論。

And it basically says that you do not understand anything

基本理念是：你對某件事情的理解，

until you understand it in more than one way.

只有在多方面理解之後， 才能完全掌握。

And so if you ask me for advice

如果你問我，

how to make visuals more part of your everyday work,

如何讓視覺化更融入日常工作，

I would say start a series, start a simple image.

我會建議你發展某個系列， 從一個簡單的圖像開始。

It doesn't have to be sophisticated,

不需要很精緻，

and invite others to build on that.

然後邀請其他人共同建構。

Here is my final example for that.

最後舉個例子。

As a university professor, we often advise students

作為大學教授，我經常給學生建議。

and many of our students still have this stereotypical career path in mind

許多學生仍然抱持刻板印象，

認為職業生涯只能是薪資 或階級不斷向上的單一路徑。

that it only goes upward in terms of salary or hierarchy.

And I drew this visual variation

我畫了這幅視覺變化圖，

to invite them to think about alternative career trajectories

邀請他們思考其他職業道路的可能性，

so the career doesn't have to be linear.

強調職業不必是線性的。

In fact, I find, I don't know about you,

事實上，我發現，也許你們也會同意，

that the most intriguing careers are often non-linear

最令人著迷的職業往往是非線性的，

or different than this upward staircase model.

不同於那種一層一層 向上爬的階梯模式。

So in conclusion,

總而言之，

go forth and visualize or vanish.

勇於視覺化，否則就消失！

Use the power of pictures and when you do that,

運用圖像的力量，

當你這樣做時， 你會發現這能激發創意、

you will see it boosts your creativity,

it improves decisions,

改善決策，

especially if you use images that signal that they are work in progress,

尤其是當你使用那些 看起來像是未完成的圖像，

that invite others like a carpet,

這些圖像能邀請他人共同投入，

a red carpet to shine together,

在紅毯上閃耀，

to co-create something new together.

一起創造新事物。

Especially if you don't just rely on abstract diagrams or charts,

特別是當你不是只依賴 抽象圖表或數據圖，

but use the power of visual metaphors to activate what people already know.

而是運用視覺比喻 來激發人們已有的知識。

And thirdly, of course, if you don't just use a single image

而且，不只使用單一的圖像，

and overload that one,

從而讓它負載過重，

but start a sequence that your colleagues can build upon.

而是啟動一個系列， 讓共事的人能夠繼續發展。

Thank you very much.

謝謝大家！

(Applause)

（掌聲）