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00:00
Translator: Joseph Geni
Reviewer: Morton Bast
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譯者: illusion Hung
審譯者: Ada Wang
00:12
How many of you have checked your email today?
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在座有多少人今天查看過電子郵件?
00:15
Come on, raise your hands.
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好,請舉手
00:17
How many of you are checking it right now?
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有多少人現在正在查看?
00:19
(Laughter)
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(笑聲)
00:20
And how about finances? Anybody check that today?
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金融帳戶呢?今天有人查看了嗎?
00:23
Credit card, investment account?
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信用卡、投資帳戶呢?
00:25
How about this week?
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本週內有看過的?
00:29
Now, how about your household energy use?
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好,家庭能源使用情況呢?
00:32
Anybody check that today?
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今天有人查看過嗎?
00:34
This week? Last week?
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這星期或上星期?
00:38
A few energy geeks spread out across the room.
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現場有幾位能源達人
00:41
It's good to see you guys.
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很高興見到你們
00:44
But the rest of us -- this is a room filled with people
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但其餘聽眾-這個房間裡擠滿
00:47
who are passionate about the future of this planet,
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關心地球未來的人
00:50
and even we aren't paying attention
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即使我們這些人
00:52
to the energy use that's driving climate change.
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對導致氣候變化的能源使用都不甚在意
00:55
The woman in the photo with me is Harriet.
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這位與我合照的女士名叫 Harriet
00:58
We met her on our first family vacation.
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我們是在第一次全家出遊時碰到她的
01:00
Harriet's paying attention to her energy use,
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Harriet 十分關心能源使用情況
01:03
and she is decidedly not an energy geek.
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但她絕非能源達人
01:05
This is the story of how Harriet came to pay attention.
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我想分享的是
為何Harriet開始關心能源使用的故事
01:11
This is coal,
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這是煤炭
01:13
the most common source of electricity on the planet,
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地球上最常見的電力來源
01:16
and there's enough energy in this coal
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這些煤炭蘊藏足夠的能量
01:19
to light this bulb for more than a year.
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可點亮這個燈泡超過一年
01:23
But unfortunately, between here and here,
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但不幸的是,從這裡到這裡
01:25
most of that energy is lost to things
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大部分能量
01:27
like transmission leakage and heat.
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因傳導和熱能消耗等因素而流失
01:30
In fact, only 10 percent ends up as light.
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事實上,最後只有
10% 能量以光能形式呈現
01:33
So this coal will last a little bit more than a month.
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因此這些煤炭僅能維持一個多月的照明
01:37
If you wanted to light this bulb for a year,
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如果你想讓這個燈泡照明一年
01:40
you'd need this much coal.
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需使用這麼多煤炭
01:45
The bad news here is that, for every unit of energy we use,
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壞消息是,每當我們使用一單位能量
01:48
we waste nine.
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即浪費九單位能量
01:50
That means there's good news,
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這意味著其中也有好消息
01:52
because for every unit of energy we save,
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因為每當我們節省一單位能量
01:54
we save the other nine.
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即省下其餘九單位能量
01:58
So the question is, how can we get the people in this room
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因此問題在於
我們如何使現場聽眾
02:03
and across the globe to start paying attention
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及全世界的人開始關心
02:06
to the energy we're using,
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我們所使用的能源
02:08
and start wasting less of it?
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並開始減少能源浪費?
02:11
The answer comes from a behavioral science experiment
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答案來自某個行為科學實驗
02:13
that was run one hot summer, 10 years ago,
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於十年前一個炎熱的夏天進行
02:17
and only 90 miles from here,
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實驗場所位於距離這裡只有90英哩
02:19
in San Marcos, California.
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的加州聖馬克斯
02:22
Graduate students put signs on every door in a neighborhood,
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研究生在某街區的每扇門上貼紙條
02:25
asking people to turn off their air conditioning
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請住戶關上空調
02:28
and turn on their fans.
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使用電扇
02:30
One quarter of the homes received a message that said,
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四分之一住戶收到的訊息是
02:32
did you know you could save 54 dollars a month this summer?
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「知道嗎?
這個夏季你每月可省下54美元」
02:34
Turn off your air conditioning, turn on your fans.
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「只要關上空調,使用電扇」
02:36
Another group got an environmental message.
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另一組收到的是與環保有關的訊息
02:38
And still a third group got a message about
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第三組收到的訊息是
02:40
being good citizens, preventing blackouts.
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「做個好公民,避免造成停電」
02:43
Most people guessed that money-saving message would work best of all.
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多數人預測節省開支的訊息效果最佳
02:47
In fact, none of these messages worked.
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事實上,沒有一條訊息起作用
02:49
They had zero impact on energy consumption.
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它們對能源消耗情況沒有任何影響
02:52
It was as if the grad students hadn't shown up at all.
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彷彿那些研究生從來沒有造訪過
02:56
But there was a fourth message,
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但還有第四條訊息
02:58
and this message simply said,
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這條訊息只寫著
03:00
"When surveyed, 77 percent of your neighbors
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「根據調查,你有 77 % 鄰居」
03:04
said that they turned off their air conditioning and turned on their fans.
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「說他們關上空調,使用電扇」
03:06
Please join them. Turn off your air conditioning
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「請加入他們的行列,
03:08
and turn on your fans."
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關上空調,使用電扇」
03:10
And wouldn't you know it, they did.
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你們猜怎麼著?他們如法炮製
03:12
The people who received this message
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收到這則訊息的人
03:14
showed a marked decrease in energy consumption
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顯著地減少了能源消耗
03:17
simply by being told what their neighbors were doing.
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只因得知鄰居的做法
03:20
So what does this tell us?
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因此,這告訴我們什麼?
03:22
Well, if something is inconvenient,
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好,如果某件事令人感到不便
03:24
even if we believe in it,
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即使我們深信不疑
03:26
moral suasion, financial incentives, don't do much to move us --
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道德勸說、經濟鼓勵
不會使我們產生多少動力
03:30
but social pressure, that's powerful stuff.
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但社會壓力則是十分強大的力量
03:34
And harnessed correctly, it can be a powerful force for good.
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若正確使用
可成為有益事物的強大力量
03:37
In fact, it already is.
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確實如此
03:39
Inspired by this insight, my friend Dan Yates and I
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受到這個觀點的啟發,我和朋友 Dan Yates
03:42
started a company called Opower.
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成立一間名叫 Opower 的公司
03:44
We built software and partnered with utility companies
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我們建構軟體,與希望幫助
03:47
who wanted to help their customers save energy.
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顧客節約能源的公共事業公司合作
03:49
We deliver personalized home energy reports
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我們寄送個人化家庭能源報告
03:53
that show people how their consumption
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讓人們瞭解他們的能源消耗量
03:54
compares to their neighbors in similar-sized homes.
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和擁有尺寸相近房屋之鄰居的比較值
03:57
Just like those effective door hangers,
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如同那些效果絕佳的門上留言
03:59
we have people comparing themselves to their neighbors,
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我們讓住戶與鄰居進行比較
04:02
and then we give everyone targeted recommendations
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然後給他們目標性建議
04:04
to help them save.
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幫助他們節約能源
04:06
We started with paper, we moved to a mobile application,
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我們從紙本開始,發展到手機應用程式
04:08
web, and now even a controllable thermostat,
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網路,甚至恒溫控制器
04:11
and for the last five years we've been running
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過去五年中,我們持續進行
04:13
the largest behavioral science experiment in the world.
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世上最大的行為科學實驗
04:18
And it's working.
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它確實有效
04:19
Ordinary homeowners and renters have saved
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一般住戶及租屋者至今已省下
04:21
more than 250 million dollars on their energy bills,
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超過2億5千萬美元的能源支出
04:25
and we're just getting started.
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這只是最初成效
04:26
This year alone, in partnership with more than 80 utilities
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光是今年,我們與超過80個公共機構合作
04:29
in six countries, we're going to generate
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遍及六個國家,我們正致力於
04:32
another two terawatt hours of electricity savings.
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額外節省2兆瓦小時用電量
04:35
Now, the energy geeks in the room know two terawatt hours,
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好,現場的能源達人瞭解何謂2兆瓦小時
04:37
but for the rest of us, two terawatt hours
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但為了讓其餘聽眾瞭解,2兆瓦小時能量
04:39
is more than enough energy to power every home
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足以供應聖路易斯及鹽湖城所有家庭
04:42
in St. Louis and Salt Lake City combined
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足以供應聖路易斯及鹽湖城所有家庭
04:45
for more than a year.
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超過一年的用電量
04:47
Two terawatt hours, it's roughly half
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2兆瓦小時相當於
04:49
what the U.S. solar industry produced last year.
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去年美國太陽能工業產量的一半
04:52
And two terawatt hours? In terms of coal,
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2兆瓦小時,以煤炭計算
04:55
we'd need to burn 34 of these wheelbarrows
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每分鐘需燃燒相當於34輛手推車的煤炭
04:58
every minute around the clock every day for an entire year
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持續燃燒一整年
05:02
to get two terawatt hours of electricity.
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才能產生2兆瓦小時電力
05:04
And we're not burning anything.
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我們不需要燃燒任何東西
05:06
We're just motivating people to pay attention
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我們只是促使人們關心能源問題
05:07
and change their behavior.
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改變他們的行為
05:10
But we're just one company, and this is just
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但我們只是一家公司,
05:13
scratching the surface.
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這只是初步嘗試
05:15
Twenty percent of the electricity in homes is wasted,
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家用電力有 20% 遭到浪費
05:18
and when I say wasted, I don't mean that people have
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我所謂的浪費,並非指人們使用
05:20
inefficient lightbulbs. They may.
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低效率燈泡,這無傷大雅
05:24
I mean we leave the lights on in empty rooms,
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我指的是空無一人的房間仍亮著燈
05:27
and we leave the air conditioning on when nobody's home.
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家中空無一人時仍開著空調
05:30
That's 40 billion dollars a year wasted
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這導致每年浪費價值400億美元的電力
05:33
on electricity that does not contribute to our well-being
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這對生活來說不構成影響
05:36
but does contribute to climate change.
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卻足以導致氣候變化
05:39
That's 40 billion -- with a B --
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400億美元
05:41
every year in the U.S. alone.
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僅是美國每年浪費的電力價值
05:43
That's half our coal usage right there.
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相當於我國一半的煤炭使用量
05:47
Now thankfully, some of the world's best material scientists
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現在,值得慶幸的是
一些世上最傑出的材料科學家
05:50
are looking to replace coal with sustainable resources
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正致力於尋找替代煤炭的可持續能源
05:53
like these,
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例如這些(風力發電)
05:54
and this is both fantastic and essential.
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這是很棒且必要的
05:58
But the most overlooked resource to get us
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但使我們邁向可持續能源的未來
06:00
to a sustainable energy future, it isn't on this slide.
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卻最被忽視的資源,
並未顯示在這張投影片上
06:03
It's in this room. It's you, and it's me.
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它在這個房間裡,那就是你們,還有我
06:08
And we can harness this resource
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我們可以駕馭這種資源
06:11
with no new material science
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不需使用新型材料科學技術
06:12
simply by applying behavioral science.
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只需應用行為科學
06:16
We can do it today, we know it works,
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我們可以從今天開始
我們知道它確實有效
06:18
and it will save us money right away.
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可立即替我們省錢
06:21
So what are we waiting for?
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那我們還等什麼?
06:24
Well, in most places, utility regulation
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好,在大部分地區,公共事業的監管
06:27
hasn't changed much since Thomas Edison.
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自愛迪生以來並無多大改變
06:31
Utilities are still rewarded when their customers
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公共事業依然獎勵消費者
06:34
waste energy.
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浪費能源
06:36
They ought to be rewarded for helping their customers save it.
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他們應該因幫助消費者節約能源而獲得獎勵
06:40
But this story is much more than about household energy use.
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但這個故事不僅是關於家庭能源的使用
06:43
Take a look at the Prius.
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以Prius為例
(Toyota生產的油電混合動力車)
06:45
It's efficient not only because Toyota invested in material science
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它的高效能不僅是因為
Toyota 投入材料科學研發
06:48
but because they invested in behavioral science.
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也因為他們應用了行為科學
06:50
The dashboard that shows drivers how much energy
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駕駛可從儀表板得知
06:53
they're saving in real time
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即時節約了多少能源
06:55
makes former speed demons
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使之前的飆車大王
06:56
drive more like cautious grandmothers.
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變得更像謹慎的祖母
06:59
Which brings us back to Harriet.
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這讓我們的故事回到 Harriet 身上
07:01
We met her on our first family vacation.
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我們是在第一次全家出遊活動中與她相遇
07:04
She came over to meet my young daughter,
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她上前來看我的小女兒
07:06
and she was tickled to learn that my daughter's name
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很高興知道
07:08
is also Harriet.
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我女兒也叫Harriet
07:10
She asked me what I did for a living,
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她問我從事什麼工作
07:11
and I told her, I work with utilities
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我告訴她,我與公共事業機構合作
07:13
to help people save energy.
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協助人們節約能源
07:15
It was then that her eyes lit up.
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此時她雙眼亮了起來
07:17
She looked at me, and she said,
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她看著我說
07:19
"You're exactly the person I need to talk to.
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「你正是我想請教的人」
07:21
You see, two weeks ago, my husband and I got a letter
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「你知道,兩星期前,我和丈夫收到一封信」
07:23
in the mail from our utility.
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「來自公共事業機構」
07:26
It told us we were using twice as much energy as our neighbors."
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「說我們使用的能源比鄰居多2倍」
07:29
(Laughter)
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(笑聲)
07:32
"And for the last two weeks, all we can think about,
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「過去兩星期中,我們所思考的」
07:35
talk about, and even argue about,
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「討論的、甚至爭論的」
07:37
is what we should be doing to save energy.
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「全是該怎麼做才能節約能源」
07:39
We did everything that letter told us to do,
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「我們依照信件指示一一實行」
07:42
and still I know there must be more.
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「但我知道必定不只如此」
07:45
Now I'm here with a genuine expert.
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「現在我身邊是一位如假包換的專家」
07:47
Tell me. What should I do to save energy?"
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「請告訴我,怎麼做才能節約能源?」
07:51
There are many experts who can help answer Harriet's question.
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有太多專家能回答 Harriet 的問題
07:55
My goal is to make sure
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我的目標是確保
07:57
we are all asking it.
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每個人都會提出這個問題
08:00
Thank you.
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謝謝
08:01
(Applause)
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(掌聲)
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