Lisa Gansky: The future of business is the "mesh"

譯者: Victory can 審譯者: Sherri Wu

I'm speaking to you about what I call the "mesh."

我要跟你們談談我稱之爲“網”的東西

It's essentially a fundamental shift

這基本上是個重大的變革

in our relationship with stuff, with the things in our lives.

影響我們在生活中與其他東西的關係

And it's starting to look at --

它使大家開始認為—

not always and not for everything --

雖然不是對所有東西都如此，

but in certain moments of time,

但某些時候

access to certain kinds of goods and service

能夠使用某些物品或者服務

will trump ownership of them.

勝過必需擁有它們

And so it's the pursuit of better things,

這就是一種追求：要讓好東西

easily shared.

更容易被分享。

And we come from a long tradition of sharing.

在歷史的長河中我們早已形成了資源共享的傳統

We've shared transportation.

我們共享交通工具

We've shared wine and food

我們共享美酒與美食

and other sorts of fabulous experiences

還有其他各種美妙的經驗

in coffee bars in Amsterdam.

譬如在阿姆斯特丹的咖啡店裏。

We've also shared other sorts of entertainment --

我們也共享其他的娛樂

sports arenas, public parks,

像體育館，公園

concert halls, libraries,

演奏廳，圖書館

universities.

大學等等。

All these things are share-platforms,

以上這些都是可供分享的平台

but sharing ultimately starts and ends

但是資源共享始終來自於－

with what I refer to

一種我稱之為：

as the "mother of all share-platforms."

“分享平台之母”的東西。

And as I think about the mesh

當我想到這個“網”時

and I think about, well, what's driving it,

我想到的是，它背後的驅動力

how come it's happening now,

和它現在發生的原因

I think there's a number of vectors

接下來我將告訴大家幾個

that I want to give you as background.

我認為的背景原因。

One is the recession --

其中之一是經濟衰退

that the recession has caused us

經濟衰退已迫使我們

to rethink our relationship

重新由”價值“的觀點來思考

with the things in our lives relative to the value --

我們與生活中所有事物的關係

so starting to align the value

以至於我們開始衡量

with the true cost.

何謂真正的“物有所值”。

Secondly, population growth

第二，人口的成長

and density into cities.

以及城市的人口密度

More people, smaller spaces,

越來越多的人，越來越小的空間

less stuff.

和愈來愈少的資源。

Climate change:

氣候變遷

we're trying to reduce the stress

我們試著減低加諸在

in our personal lives and in our communities

個人生活、群體、

and on the planet.

和這個星球的壓力。

Also, there's been this recent distrust

還有最近大家對

of big brands, global big brands,

各行各業中的知名品牌、國際知名品牌

in a bunch of different industries,

的不信任。

and that's created an opening.

這創造了一個契機

Research is showing here, in the States,

研究顯示，在美國

and in Canada and Western Europe,

加拿大和西歐

that most of us are much more open

消費者更趨向於

to local companies,

本土企業

or brands that maybe we haven't heard of.

和一些我們從未聽聞的品牌。

Whereas before, we went with the big brands

而在此之前，我們追隨那些知名品牌

that we were sure we trusted.

我們相信名牌。

And last is that

最後就是，

we're more connected now to more people on the planet

如今我們與地球上其他人的關係

than ever before --

是前所未有的緊密—

except for if you're sitting next to someone.

除了你跟你旁邊那個人。

(Laughter)

（笑聲）

The other thing that's worth considering

另一個值得思考的問題

is that we've made a huge investment

是在過去的幾十年裏

over decades and decades,

我們做了個大投資

and tens of billions of dollars

數百億美元的金額

have gone into this investment

都用來做這個投資

that now is our inheritance.

現在它變成我們的資產

It's a physical infrastructure

指的就是基礎建設

that allows us to get from point A to point B

使我們能從甲地到乙地

and move things that way.

人員或是貨物的運輸。

It's also -- Web and mobile

網路和移動通訊設備

allow us to be connected

也讓我們可以彼此聯繫

and create all kinds of platforms and systems,

並創造各種平台和系統。

and the investment of those technologies

這種對科技

and that infrastructure

和基礎建設的投資

is really our inheritance.

才是我們真正的財富。

It allows us to engage

使我們能投入

in really new and interesting ways.

新潮有趣的方式

And so for me, a mesh company, the "classic" mesh company,

對我而言，一個經典的網狀企業

brings together these three things:

會整合三件事

our ability to connect to each other --

人們相互溝通的能力－

most of us are walking around with these mobile devices

大部分的人隨時隨地都帶著

that are GPS-enabled and Web-enabled --

内建GPS和上網功能的數位行動裝置

allows us to find each other

這使我們能找到彼此

and find things in time and space.

並在特定時空裡找到東西。

And third is that physical things

第三點是實體的東西

are readable on a map --

在地圖上已可被讀取

so restaurants, a variety of venues,

像餐廳，各式各樣的場所

but also with GPS and other technology

在GPS上或其他科技上也可讀取

like RFID

例如"無線射頻辨識系統"（RFID）

and it continues to expand beyond that,

而且這種技術還不斷在擴展

we can also track things that are moving,

我們也可追蹤正在移動的事物

like a car, a taxicab, a transit system,

像是一台車，一台計程車，一種運輸系統

a box that's moving through time and space.

或是一個運輸中的箱子

And so that sets up

這使得在很多情況下，

for making access to get goods and services

對商品及服務的使用

more convenient and less costly in many cases

比擁有它們還來得

than owning them.

更便利、更經濟

For example, I want to use Zipcar.

例如，我想使用Zipcar

How many people here have experienced

在場有多少人曾經

car-sharing or bike-sharing?

"汽車共享"或"腳踏車共享"過?

Wow, that's great. Okay, thank you.

哇~ 還不錯。好，謝謝。

Basically Zipcar

基本上，Zipcar

is the largest car-sharing company in the world.

是全世界最大的汽車共享公司

They did not invent car-sharing.

他們並沒有發明"汽車共享"，

Car-sharing was actually invented in Europe.

"汽車共享"其實是歐洲人發明的。

One of the founders went to Switzerland,

其中一位創立者到瑞士

saw it implemented someplace,

看到它的實際應用

said, "Wow, that looks really cool.

就說，"哇~ 這真是太酷了!"

I think we can do that in Cambridge,"

”我想我們也可以在劍橋試試看“

brought it to Cambridge

於是就把這個制度帶回劍橋。

and they started -- two women --

於是她們 － 兩個女人－就開始了

Robin Chase being the other person who started it.

Robin Chase是另外一個創立人

Zipcar got some really important things right.

Zipcar掌握了幾個要點

First, they really understood

第一，他們真正了解

that a brand is a voice and a product is a souvenir.

品牌是聲音，產品則是紀念品

And so they were very clever

所以他們非常聰明

about the way that they packaged car-sharing.

因為他們包裝"汽車共享"的方式

They made it sexy. They made it fresh.

非常有吸引力、非常新奇

They made it aspirational.

他們把它變成人人都想要的東西

If you were a member of the club,

如果你是這個社團的成員之一

when you're a member of a club, you're a Zipster.

當你是該社團的社員，你就是“Zipcar國”的

The cars they picked didn't look like ex-cop cars

他們選的車子不會看起來像淘汰的警車

that were hollowed out or something.

整個被挖空還是怎樣

They picked these sexy cars.

他們選了一些有吸引力的車子

They targeted to universities.

目標鎖定大學

They made sure that the demographic

他們確保被鎖定的族群

for who they were targeting and the car was all matching.

一定會喜歡這些車

It was a very nice experience,

這是一個非常棒的經驗

and the cars were clean and reliable, and it all worked.

這些車乾淨、可靠，且確實能運作

And so from a branding perspective, they got a lot right.

從品牌的角度，他們做得很對

But they understood fundamentally

他們完全了解

that they are not a car company.

自己不是汽車製造公司

They understand that they are an information company.

他們了解自己是資訊公司

Because when we buy a car

因為當我們買一部車

we go to the dealer once, we have an interaction, and we're chow --

我們走向銷售員，彼此交流，然後走人

usually as quickly as possible.

通常越快越好

But when you're sharing a car and you have a car-share service,

然而當你共享一台車，你就有"汽車共享"的服務

you might use an E.V. to commute,

你可能開電動車通勤

you get a truck because you're doing a home project.

你可能因為要整修房子而弄來一台卡車

When you pick your aunt up at the airport, you get a sedan.

當你從機場接阿姨回家，你可能得要一台轎車

And you're going to the mountains to ski,

當你到高山去滑雪

you get different accessories put on the car

你需要一台可以讓你

for doing that sort of thing.

載送不同裝備的車

Meanwhile, these guys are sitting back,

在此同時，這些人也正在

collecting all sorts of data

收集各樣資訊，是有關

about our behavior and how we interact with the service.

我們的行為以及我們對服務的評價

And so it's not only an option for them,

所以這對他們來說不只是一種選擇

but I believe it's an imperative

而是必要的手段

for Zipcar and other mesh companies

對Zipcar和其他“網絡公司”而言，

to actually just wow us,

這是他們讓人驚艷的原因

to be like a concierge service.

就像在完成一項貼心的飯店服務，

Because we give them so much information,

因為我們給了他們那麼多的資訊，

and they are entitled to really see

他們才能確切知道

how it is that we're moving.

我們是如何動作的

They're in really good shape to anticipate

他們在預測方面很厲害，

what we're going to want next.

能夠知道我們接下來想要什麼。

And so what percent of the day

你認為平均一個人在一天內

do you think the average person uses a car?

使用一台車的時間占多少比例?

What percentage of the time?

占多少呢?

Any guesses?

想猜猜看嗎?

Those are really very good.

猜得滿準的。

I was imagining it was like

一開始我想可能是

20 percent when I first started.

20%左右。

The number across the U.S. and Western Europe

但在美國和西歐測得的數據

is eight percent.

是8％

And so basically even if you think it's 10 percent,

基本上，即使你以為有到10%

90 percent of the time,

還有90%的時間，

something that costs us a lot of money --

那個花費我們大量金錢的東西，

personally, and also we organize our cities around it

我們還配合它來規劃城市

and all sorts of things --

以及很多其他東西－

90 percent of the time it's sitting around.

但90%的時間，它都是被擱在一旁的。

So for this reason,

正因如此，

I think one of the other themes with the mesh

我認為“網狀”經濟另一個很好的地方，

is essentially that, if we squeeze hard

就是如果我們能充分利用

on things that we've thrown away,

那些被我們丟棄的東西，

there's a lot of value in those things.

就會發現，其實那些東西還有不少價值。

What set up with Zipcar -- Zipcar started in 2000.

Zipcar的成立－Zipcar成立於2000年

In the last year, 2010,

去年，2010，

two car companies started,

兩家汽車公司成立，

one that's in the U.K. called WhipCar,

一家在英國，叫Whipcar，

and the other one, RelayRides, in the U.S.

另一家在美國，叫RelayRides。

They're both peer-to-peer car-sharing services,

他們都是提供點對點汽車出租服務，

because the two things that really work for car-sharing

汽車共享要成功，有兩個要素，

is, one, the car has to be available,

一. 要有車

and two, it's within one or two blocks

二. 離你近

of where you stand.

一到二個路口那麼近

Well the car that's one or two blocks from your home or your office

離你家或公司如此近的，

is probably your neighbor's car,

大概是你鄰居的車

and it's probably also available.

而且應該是被擱置的

So people have created this business.

所以有人開始了這個企業。

Zipcar started a decade earlier,

Zipcar成立十年多了

in 2000.

在2000年

It took them six years

他們花了六年，

to get 1,000 cars in service.

拿到1000台車可以做此服務

WhipCar, which started April of last year,

Whipcar，去年四月成立，

it took them six months

他們花六個月

to get 1,000 cars in the service.

也同樣拿到1000台車。

So, really interesting.

真的很有趣

People are making anywhere between

提供自己車讓別人“共享”的人

200 and 700 dollars a month

一個月可以拿到200到700美金的出租費，

letting their neighbors use their car when they're not using it.

讓他們的鄰居可以使用他們一時用不到的車

So it's like vacation rentals for cars.

這就像提供度假租車服務，

Since I'm here --

既然我在這裡－

and I hope some people in the audience

我希望在座的各位

are in the car business --

有人是在汽車業工作

(Laughter)

(笑聲)

-- I'm thinking that, coming from the technology side of things --

我在想，從科技的角度來看，

we saw cable-ready TVs

我們有 有線電視，

and WiFi-ready Notebooks --

無線上網的筆記型電腦，

it would be really great if, any minute now,

如果你們可以馬上

you guys could start rolling share-ready cars off.

成立汽車共享服務，那該有多好。

Because it just creates more flexibility.

因為那可以創造更多的機動性，

It allows us as owners to have other options.

也提供車主更多選擇。

And I think we're going there anyway.

總之，我認為我們正在往那條路發展

The opportunity and the challenge with mesh businesses --

隨著網絡公司而來的機會和挑戰，

and those are businesses like Zipcar or Netflix

像Zipcar或Netflix這種

that are full mesh businesses,

完全依賴網狀交易的公司，

or other ones where you have a lot of the car companies,

或是其它很多類似的汽車公司、

car manufacturers,

汽車製造商，

who are beginning to offer

他們都開始提供，

their own car-share services

自己獨特的汽車共享服務，

as well as a second flanker brand,

就連新廠商也不例外，

or as really a test, I think --

或許他們都在測試吧，我想

is to make sharing irresistible.

讓“分享”成為無法抗拒的事

We have experiences in our lives, certainly,

毫無疑問，我們在生活中有些經驗

when sharing has been irresistible.

告訴我們分享是不可抗拒的

It's just, how do we make that recurrent

只是，我們要如何複製成功經驗

and scale it?

並且擴大它的規模？

We know also, because we're connected in social networks,

而且因為我們在社交網絡中是彼此聯結的，

that it's easy to create delight

我們知道在小小的地方

in one little place.

很容易創造歡樂

It's contagious because we're all connected to each other.

因為我們之間的聯繫，這歡樂是會傳染的

So if I have a terrific experience

所以如果我有一個很棒的經驗

and I tweet it, or I tell five people standing next to me, news travels.

我把它傳到Tweeter上，或者讓五個人站在我旁邊，這消息就傳開了

The opposite, as we know, is also true,

反之亦然，就我們所知，

often more true.

人們更會因為消息而聚集

So here we have LudoTruck, which is in L.A.,

所以在LA我們有 LudoTruck

doing the things that gourmet food trucks do,

跟其他餐車沒甚麼不同

and they've gathered quite a following.

都有很多支持者

In general, and maybe, again, it's because I'm a tech entrepreneur,

一般來說，重申一下，因為我是一個科技人

I look at things as platforms.

我把東西都看作平台

Platforms are invitations.

平台就像邀請函

So creating Craigslist

所以Craigslist的創立

or iTunes and the iPhone developer network,

或iTunes , 以及iPhone 的開發

there are all these networks -- Facebook as well.

都是靠網絡－Facebook也不例外

These platforms invite all sorts of developers

這些平台邀請各種開發人員

and all sorts of people

以及所有人

to come with their ideas and their opportunity

運用他們的想法和機會

to create and target an application

去創造一個應用程式

for a particular audience.

給特定的使用群

And honestly, it's full of surprises.

老實說，這充滿著驚奇

Because I don't think any of us in this room

因為我不認為在座有任何人

could have predicted the sorts of applications

之前就預見到今天在Facebook上出現的、

that have happened at Facebook, around Facebook,

以及因為Facebook而產生的種種應用程式

for example, two years ago,

舉例來說，兩年前

when Mark announced

當Mark宣佈

that they were going to go with a platform.

他們將要架設一個平台

So in this way, I think that cities are platforms,

這種情形下，我認為城市也是平台

and certainly Detroit is a platform.

所以底特律當然是個平台

The invitation of bringing

這個邀請帶來了

makers and artists and entrepreneurs --

製造業、藝術家、和企業家

it really helps stimulate this fiery creativity

這個平台真的幫助他們激發創意

and helps a city to thrive.

然後協助這個城市繁榮

It's inviting participation,

這個平台邀請所有人的參予

and cities have, historically,

一直以來，城市

invited all sorts of participation.

都邀請各式各樣的參與

Now we're saying that there's other options as well.

現在我們說它還有其他的功能

So, for example, city departments

舉例來說，城市部門

can open up transit data.

可以開放大眾交通的資訊

Google has made available transit data API.

Google已經有大眾運輸的應用程式

And so there's about seven or eight cities already in the U.S.

所以在美國已經有七、八個城市

that have provided the transit data,

提供大眾運輸的資訊

and different developers are building applications.

不同的開發人員正在設計應用程式

So I was having a coffee in Portland,

所以我在波特蘭喝咖啡

and half-of-a-latte in

拿鐵才喝了一半，

and the little board in the cafe

咖啡店裡的小螢幕

all of a sudden starts showing me

突然顯示，告訴我

that the next bus is coming in three minutes

下一班公車將在三分鐘後到

and the train is coming in 16 minutes.

火車將在16分鐘之內到來

And so it's reliable, real data

這些數據是可信的、真實的數據

that's right in my face, where I am,

直接顯示在我面前

so I can finish the latte.

讓我可以喝完拿鐵

There's this fabulous opportunity we have across the U.S. now:

這是現在我們在美國各地都可以享有的大好機會

about 21 percent

大約21%

of vacant commercial and industrial space.

的商業和工業空間是被閒置的

That space is not vital.

這些空間沒有活力

The areas around it lack vitality

它們周圍的區域缺少生命力

and vibrancy and engagement.

缺乏活力及參與

There's this thing -- how many people here

這個東西－在座有多少人

have heard of pop-up stores or pop-up shops?

聽過pop-up商店?

Oh, great. So I'm a big fan of this.

哦 太棒了! 我是這種商店的大粉絲.

And this is a very mesh-y thing.

它是非常“網狀”的東西

Essentially, there are all sorts

基本上，在奧克蘭

of restaurants in Oakland, near where I live.

我住的地方附近有各式各樣的餐廳

There's a pop-up general store every three weeks,

每三個禮拜會有一個pop-up雜貨店來

and they do a fantastic job

他們很厲害，能把

of making a very social event

食物這件事弄得

happening for foodies.

像社交活動

Super fun, and it happens in a very transitional neighborhood.

這真的超有趣，而且通常發生在轉型中的社區

Subsequent to that,

後來，

after it's been going for about a year now,

持續大約一年後

they actually started to lease and create and extend.

他們租了地方、擴大並創造新市場

An area that was edgy-artsy

從前亂七八糟的地方

is now starting to become much cooler

現在開始越來越酷

and engage a lot more people.

愈來愈多人參與

So this is an example.

這就是我說的例子

The Crafty Fox is this woman who's into crafts,

The Crafty Fox 是一位喜愛藝術的女士

and she does these pop-up crafts fairs around London.

她在倫敦附近舉辦這些pop-up藝術祭

But these sorts of things are happening

其實這些東西一直都有

in many different environments.

在不同的地方

From my perspective, one of the things pop-up stores do

在我來看，pop-up商店的訴求

is create perishability and urgency.

就是創造時效性和急迫性

It creates two of the favorite words of any businessperson:

它創造了每個生意人都喜歡的二個字：

sold out.

售完

And the opportunity to really focus trust and attention

而這種讓人集中信任和注意力的機會

is a wonderful thing.

是一件美好的事

So a lot of what we see in the mesh,

所以很多我們在”網“上看到的東西

and a lot of what we have in the platform that we built

以及很多我們在網路平台上建立的東西

allows us to define, refine and scale.

可以讓我們去定義、改善、和擴展

It allows us to test things as an entrepreneur,

它讓一個企業家可以去測試

to go to market,

如何進入市場

to be in conversation with people,

如何在與人交談的同時

listen, refine something and go back.

聆聽、改善一些東西，然後回去實行

It's very cost-effective,

這是個非常有效率的方法

and it's very mesh-y.

而且結構非常緊密

The infrastructure enables that.

基礎建設使這些成為可能

In closing, and as we're moving towards the end,

我的結論是，這場演講快尾聲了

I just also want to encourage --

我只是想鼓勵大家－

and I'm willing to share my failures as well,

我也願意分享我的失敗經驗

though not from the stage.

但不是在這種公開場合

(Laughter)

(笑聲)

I would just like to say that one of the big things,

我只是想要強調

when we look at waste

當我們看待浪費、

and when we look at ways that we can really be generous

以及大方共享、

and contribute to each other,

互助互利這二件事時，

but also move to create a better economic situation

我們可以藉由一件事來創造更好的經濟型態

and a better environmental situation,

以及更好的環境

is by sharing failures.

那就是分享失敗的經驗

And one quick example

再舉一個簡短的例子

is Velib, in 2007,

2007年時，Velib公司

came forward in Paris

帶了一個

with a very bold proposition,

非常大膽的提案來到巴黎

a very big bike-sharing service.

是一個規模很大的腳踏車共享服務

They made a lot of mistakes.

他們出了許多錯

They had some number of big successes.

也有很多成功的地方

But they were very transparent, or they had to be,

但他們很坦率，或者說他們不得不

in the way that they exposed

展示他們成功、

what worked and didn't work.

和不成功的地方

And so B.C. in Barcelona

於是巴賽隆納的B.C.、

and B-cycle

這裡的B-cycle

and Boris Bikes in London --

還有倫敦的Boris Bikies

no one has had to repeat

就不需要去重蹈在巴黎發生的

the version 1.0 screw-ups

“凸搥大全1.0“

and expensive learning exercises

那些昂貴的“學費”

that happened in Paris.

Velib在巴黎都付過了

So the opportunity when we're connected

所以這個使我們聯繫在一起的機會

is also to share failures and successes.

也讓我們可以分享失敗和成功的經驗

We're at the very beginning of something

我們正處於某種時代的開端

that, what we're seeing

現在我們看到的

and the way that mesh companies are coming forward,

以及網絡公司發展的方式

is inviting, it's engaging, but it's very early.

是具有開放性的、吸引人的、但還在起始階段

I have a website -- it's a directory --

我有一個入口網站

and it started with about 1,200 companies,

一開始有大約1200家廠商參與

and in the last two-and-a-half months

過去的二個半月以來

it's up to about 3,300 companies.

增加到了差不多有3300家公司

And it grows on a very regular daily basis.

每天都還在規律地成長

But it's very much at the beginning.

但它也只是剛開始而已

So I just want to welcome all of you onto the ride.

所以我想邀請各位一起共襄盛舉

And thank you very much.

非常感謝

(Applause)

(掌聲)