The tribes we lead | Seth Godin

294,434 views ・ 2009-05-11

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譯者: Dxm Online大小媒體 審譯者: Jeannie Cheng
00:12
So sometimes I get invited to give weird talks.
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有時候,我會被邀請去參加很奇怪的演講。
00:15
I got invited to speak to the people
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有一次,我被邀請去
00:18
who dress up in big stuffed animal costumes
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向穿動物戲服,
00:21
to perform at sporting events.
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在運動場上表演的人演講。
00:24
Unfortunately I couldn't go.
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可惜,我那次不能去。
00:26
But it got me thinking about
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但卻使我去思考,
00:28
the fact that these guys, at least most of them,
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至少這些人大多數都知道
00:31
know what it is that they do for a living.
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自己靠什麼維生。
00:33
What they do is they dress up
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他們裝扮成
00:35
as stuffed animals and entertain people at sporting events.
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動物去娛樂參加大型運動活動的人。
00:39
Shortly after that I got invited
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過不久我又被邀請到
00:41
to speak at the convention of the people
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氣球動物達人的大會上
00:43
who make balloon animals.
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演講。
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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我還是無法去。但他們很吸引人。他們會做氣球動物。
00:48
There is a big schism between the ones who make
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製作吉祥動物與情色動物的人
00:50
gospel animals and porn animals, but --
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很不同。
00:52
(Laughter)
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(笑聲)
00:54
they do a lot of really cool stuff with balloons.
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他們會用氣球做很多很酷的東西,
00:57
Sometimes they get in trouble, but not often.
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有時候會碰上困難,但機會不多。
00:59
And the other thing about these guys
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另外,這些人
01:01
is, they also know what they do for a living.
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也知道自己靠什麼維生,
01:04
They make balloon animals.
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他們做氣球動物。
01:07
But what do we do for a living?
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那我們靠什麼維生呢?
01:09
What exactly to the people watching this do every day?
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那些看這些演講的人每天都做什麼呢?
01:14
And I want to argue that what we do
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我認為我們
01:16
is we try to change everything.
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想要改變一切。
01:19
That we try to find a piece of the status quo --
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我們嘗試尋找現況中,
01:22
something that bothers us, something that needs to be improved,
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一塊惱人的或需要改進的部分。
01:24
something that is itching to be changed -- and we change it.
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某些渴望被改變的東西,然後改變它們。
01:28
We try to make big, permanent, important change.
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我們嘗試進行大型的、永久的、重要的改變,
01:33
But we don't think about it that way.
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可是我們並不這麼想,
01:35
And we haven't spent a lot of time talking about
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也沒有花很多時間去談談,
01:37
what that process is like.
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那是怎樣的過程。
01:40
And I've been studying it for a couple years.
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而我已經研究了兩年,
01:42
And I want to share a couple stories with you today.
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所以,今天想跟大家分享一兩個故事。
01:44
First, about a guy named Nathan Winograd.
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首先,是內森‧溫諾格先生,
01:46
Nathan was the number two person at the San Francisco SPCA.
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他曾是舊金山愛護動物協會的第二號人物。
01:50
And what you may not know about the history of the SPCA
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你可能不清楚愛護動物協會的歷史,
01:52
is, it was founded to kill dogs and cats.
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這協會成立的目的是殺死貓狗。
01:56
Cities gave them a charter
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市政府給他們特許,
01:59
to get rid of the stray animals on the street and destroy them.
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清掃並消滅街上流浪的動物,
02:02
In a typical year four million dogs and cats were killed,
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通常,一年內有400萬隻貓狗被殺,
02:06
most of them within 24 hours of being scooped off of the street.
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大多是在被捉到後24小時內處置。
02:10
Nathan and his boss saw this,
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內森和他的老闆看到這情形,
02:12
and they could not tolerate it.
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覺得無法忍受,
02:14
So they set out to make San Francisco
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於是就決定要讓舊金山
02:16
a no-kill city:
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成為一個禁止殺戮的城市。
02:18
create an entire city
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創造出一個城市,
02:20
where every dog and cat,
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讓所有的貓狗,
02:22
unless it was ill or dangerous,
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除非生病或有危險性,
02:25
would be adopted, not killed.
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否則都會被認養而不是捕殺,
02:27
And everyone said it was impossible.
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所有人都說不可能。
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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內森跟他老闆到市政府申請更改法令,
02:33
And people from SPCAs and humane shelters around the country
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國內所有愛護動物協會和人道收留所的人,
02:36
flew to San Francisco
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都飛到舊金山來,
02:38
to testify against them --
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作證抗議他們。
02:41
to say it would hurt the movement and it was inhumane.
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說內森會破壞整個運動且是不人道的。
02:45
They persisted. And Nathan went directly to the community.
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那些人持續抗議,
02:49
He connected with people who cared about this:
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於是內森直接走向社群,他聯繫那些關心這議題的群眾。
02:51
nonprofessionals, people with passion.
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非專業的人士們、充滿熱情的人,
02:53
And within just a couple years,
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就在短短兩年之內,
02:55
San Francisco became the first no-kill city,
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舊金山變成了第一個禁止殺戮的城市。
03:00
running no deficit, completely supported by the community.
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毫無虧損,完全靠社群的支持運作,
03:04
Nathan left and went to Tompkins County, New York --
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內森接著到紐約的湯金郡去。
03:07
a place as different from San Francisco
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一個跟舊金山不同的地方,
03:09
as you can be and still be in the United States. And he did it again.
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美國沒有地方是一樣的。再次成功地實踐,
03:12
He went from being a glorified dogcatcher
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他從一個被美化的捕犬者,
03:14
to completely transforming the community.
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變成徹底將社群轉型的人。
03:17
And then he went to North Carolina and did it again.
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他到北卡羅來納州去也成功了,
03:19
And he went to Reno and he did it again.
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他到雷諾市去也成功了。
03:22
And when I think about what Nathan did,
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當我想到內森做的事,
03:24
and when I think about what people here do, I think about ideas.
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還有想到這裡的人從事的工作,我就會有一些念頭。
03:27
And I think about the idea that
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我想到要
03:30
creating an idea, spreading an idea
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創造和散播這個念頭
03:32
has a lot behind it.
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背後是需要有很多東西。
03:34
I don't know if you've ever been to a Jewish wedding,
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我不知道各位是否去參加過猶太人的婚禮,
03:37
but what they do is, they take a light bulb
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但是猶太人在婚禮上會拿出一個電燈泡,
03:40
and they smash it.
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然後踩碎它。
03:43
Now there is a bunch of reasons for that, and stories about it.
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這個動作有許多理由和典故,
03:47
But one reason is because it indicates a change,
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這象徵一個改變,
03:50
from before to after.
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從事前到事後。
03:52
It is a moment in time.
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是一個時刻。
03:54
And I want to argue that we are living through
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而我認為現在我們正在經歷,
03:57
and are right at the key moment
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也處在一個關鍵時刻,
03:59
of a change in the way ideas are created
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就是創意的模式在
04:01
and spread and implemented.
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創造散播和實踐中改變了。
04:03
We started with the factory idea:
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我們從工廠的概念開始,
04:06
that you could change the whole world if you had an efficient factory
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如果你有個有效率的工廠,
04:08
that could churn out change.
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就可以改變世界,可以大量生產改變。
04:10
We then went to the TV idea,
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接著是電視概念,
04:12
that said if you had a big enough mouthpiece,
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如果你的大聲公夠大,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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能夠出現在電視上夠多, 買的廣告夠多,你就會贏。
04:17
And now we're in this new model of leadership,
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現在我們進入一種新的領導模式,
04:21
where the way we make change
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就是要製造改變,
04:24
is not by using money
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並不是用錢,
04:27
or power to lever a system,
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或權力來操縱整個系統,
04:29
but by leading.
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而是靠領導力。
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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讓我告訴你這三種循環。第一個是工廠循環,
04:34
Henry Ford comes up with a really cool idea.
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亨利‧福特有個很酷的想法,
04:38
It enables him to hire men
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這想法令他雇用了
04:40
who used to get paid 50 cents a day
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原本一天只賺五毛錢的人,
04:42
and pay them five dollars a day.
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變成支付他們一天五塊錢。
04:44
Because he's got an efficient enough factory.
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因為他有一個有效率的工廠,
04:46
Well with that sort of advantage
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有了這樣的優勢,
04:48
you can churn out a lot of cars.
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你可以大量生產汽車。
04:50
You can make a lot of change. You can get roads built.
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你能製造許多改變,且讓人們蓋更多馬路,
04:53
You can change the fabric of an entire country.
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你可以改變整個國家的建設。
04:56
That the essence of what you're doing is you need
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這行為的本質是你需要
04:58
ever-cheaper labor,
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愈來愈便宜的人工,
05:00
and ever-faster machines.
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以及愈來愈快的機器。
05:03
And the problem we've run into is, we're running out of both.
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現在的問題是,我們正在失去這兩樣東西,
05:06
Ever-cheaper labor and ever-faster machines.
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更便宜的人工及更快的機器。
05:09
(Laughter)
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(笑聲)
05:14
So we shift gears for a minute,
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於是我們轉換一下方法,
05:17
and say, "I know: television;
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說:我知道可以用電視,
05:20
advertising. Push push.
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打廣告、不斷地推,
05:22
Take a good idea and push it on the world.
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採用一個好點子,然後向世界推銷。
05:25
I have a better mousetrap.
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我有更好的捕鼠器,
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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如果我有足夠的錢來告訴很多人就可以賣很多。
05:31
And you can build an entire industry on that.
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你甚至可因為這個而成立一整個產業,
05:34
If necessary you can put babies in your ads.
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如果有需要你可以用嬰兒做廣告,
05:37
If necessary you can use babies to sell other stuff.
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如果有需要你還可以用嬰兒賣其他東西,
05:40
And if babies don't work, you can use doctors.
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如果嬰兒沒效果, 你可以用醫生。
05:44
But be careful.
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可是要小心,
05:46
Because you don't want to get an unfortunate juxtaposition,
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你可不想有一個不幸的組合,
05:48
where you're talking about one thing instead of the other.
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讓人誤解你的廣告本意。
05:51
(Laughter)
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(笑聲)
05:53
This model requires you to act like the king,
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這模式要求你像國王一樣行動,
05:57
like the person in the front of the room
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像坐在場內前排的人,
05:59
throwing things to the peons in the back.
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將東西丟給後排的勞工一樣。
06:01
That you are in charge, and you're going to tell people
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你掌控全場。你要告訴別人
06:04
what to do next.
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下一步該做什麼。
06:06
The quick little diagram of it is, you're up here,
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用簡單的圖示來看就是,你在最上面,
06:09
and you are pushing it out to the world.
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向世界各處散播訊息。
06:11
This method -- mass marketing --
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這個大眾行銷的方法,
06:14
requires average ideas,
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只需要普通的點子,
06:16
because you're going to the masses,
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因為是用來告訴大眾的,
06:18
and plenty of ads.
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且要用大量的廣告。
06:21
What we've done as spammers
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身為訊息傳播者,
06:23
is tried to hypnotize everyone
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我們嘗試催眠每個人
06:25
into buying our idea,
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來買我們的點子。
06:27
hypnotize everyone into donating to our cause,
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催眠每個人為我們的理想貢獻,
06:29
hypnotize everyone into voting for our candidate.
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催眠每個人投票給我們推舉的候選人 ,
06:32
And, unfortunately, it doesn't work so well anymore either.
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不幸的是,這個方法也不再有效了。
06:37
(Laughter)
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(笑聲)
06:40
But there is good news around the corner -- really good news.
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不過現在有個好消息,很好的消息,
06:45
I call it the idea of tribes.
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我稱之為"部落"的構想。
06:50
What tribes are, is a very simple concept
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"部落"是個很簡單的概念,
06:53
that goes back 50,000 years.
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早在五萬年前就存在了。
06:56
It's about leading and connecting people and ideas.
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關係到領導和連結人們及想法,
07:00
And it's something that people have wanted forever.
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而且一直以來就是人們所渴求的。
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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很多人習慣有靈修部落或教堂部落,
07:07
having a work tribe,
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有個工作部落,
07:09
having a community tribe.
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或社區部落。
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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現在歸功於網路及大眾媒體的爆炸,
07:15
thanks to a lot of other things
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及其他許多
07:17
that are bubbling through our society around the world,
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正在世界各個社會活躍起來,
07:20
tribes are everywhere.
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部落已經無所不在。
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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網路原本該透過連結每個人而把人們同類化,
07:24
Instead what it's allowed is silos of interest.
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相反地,卻允許各種興趣的地盤存在,
07:27
So you've got the red-hat ladies over here.
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於是,在這邊你看到戴紅帽的婦女,
07:29
You've got the red-hat triathletes over there.
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在那邊有戴紅帽的鐵人三項運動選手,
07:32
You've got the organized armies over here.
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這邊有整齊的軍隊,
07:34
You've got the disorganized rebels over here.
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那邊有混亂的造反者,
07:36
You've got people in white hats making food.
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有戴白帽子煮菜的人,
07:38
And people in white hats sailing boats.
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也有戴白帽子航海的人,
07:40
The point is that you can find Ukrainian folk dancers
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重點是,你可以找到烏克蘭土風舞者,
07:43
and connect with them,
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然後,與他們連繫。
07:45
because you want to be connected.
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因為你想跟人有連繫,
07:47
That people on the fringes
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那些在遠處的人
07:49
can find each other, connect and go somewhere.
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可以找到彼此,產生連繫及相約出去。
07:53
Every town that has a volunteer fire department
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每個設有義工消防隊員的城鎮,
07:55
understands this way of thinking.
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都了解這個道理。
07:57
(Laughter)
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(笑聲)
08:03
Now it turns out
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結果證實
08:06
this is a legitimate non-photoshopped photo.
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這真的是沒有經過修圖的照片,
08:09
People I know who are firemen told me that this is not uncommon.
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我認識的消防隊員告訴我這很平常,
08:11
And that what firemen do to train sometimes
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消防隊員在訓練時,有時候
08:14
is they take a house that is going to be torn down,
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會縱火燒一棟即將被拆除的房子,
08:16
and they burn it down instead, and practice putting it out.
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用來練習如何撲火,
08:19
But they always stop and take a picture.
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不過他們中途都會停下來拍照留念。
08:21
(Laughter)
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(笑聲)
08:22
You know the pirate tribe is a fascinating one.
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你知道海盜部落是令人驚奇的一群人,
08:25
They've got their own flag. They've got the eye patches.
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他們有自己的旗幟及獨眼罩,
08:27
You can tell when you're running into someone in a tribe.
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當你遇到部落中的一員你能馬上認出來,
08:30
And it turns out that it's tribes --
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結果證明是部落,
08:32
not money, not factories --
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不是金錢或工廠,
08:34
that can change our world, that can change politics,
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可以改變世界和政治 ,
08:37
that can align large numbers of people.
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可以聯盟一大群人。
08:39
Not because you force them to do something against their will,
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並不是因為你逼迫他們,違背意願行動,
08:43
but because they wanted to connect.
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而是因為他們想要與人連繫,
08:45
That what we do for a living now,
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現在我們可以賴以維生的就是,
08:47
all of us, I think,
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我認為所有人,
08:49
is find something worth changing,
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應該尋找值得改變的東西,
08:51
and then assemble tribes that assemble tribes
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然後召集會召集部落的部落,
08:56
that spread the idea and spread the idea.
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把想法一圈一圈地傳播出去。
08:58
And it becomes something far bigger than ourselves,
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成為比我們自己還要大的組織,
09:00
it becomes a movement.
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最後成為一種運動 。
09:03
So when Al Gore set out
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所以當高爾重新開始
09:05
to change the world again,
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改變世界的時候,
09:08
he didn't do it by himself.
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他並不是靠自己辦到的,
09:10
And he didn't do it by buying a lot of ads.
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也不是靠購買大量的廣告,
09:12
He did it by creating a movement.
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而是靠創造一個運動來達成。
09:15
Thousands of people around the country
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全國有成千上萬的人,
09:17
who could give his presentation for him,
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可以為他做簡報 。
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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因為他不可能每晚出現在100個或200個或500個城市裡,
09:25
You don't need everyone.
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你不需要號召每一個人。
09:28
What Kevin Kelley has taught us is you just need,
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凱文‧凱利教我們的是,你只需要,
09:30
I don't know, a thousand true fans --
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也許一千個忠實的粉絲而已。
09:32
a thousand people who care enough
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一千個真正關心的粉絲,
09:35
that they will get you the next round
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為你帶來下一輪,
09:38
and the next round and the next round.
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下下一輪,再下下一輪。
09:40
And that means that the idea you create, the product you create,
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也就是你所創造的想法、產品
09:43
the movement you create isn't for everyone,
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及運動,並不是創造給每一個人。
09:45
it's not a mass thing. That's not what this is about.
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這不是一個大眾的東西。這不是它的意義
09:47
What it's about instead
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而是關於
09:50
is finding the true believers.
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找到虔誠的信徒。
09:52
It's easy to look at what I've said so far,
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你能輕易明白我剛才所說的,
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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然後說:「等一下, 我沒有那種領導者的特質啊」
09:58
So here are two leaders. They don't have a lot in common.
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這裡有兩位領導者,他們沒有多大的共通點,
10:03
They're about the same age. But that's about it.
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他們年齡相約, 頂多就是這樣而已,
10:07
What they did, though, is each in their own way,
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而他們所做的是以他們各自的方法,
10:10
created a different way
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去創造出不同的模式
10:14
of navigating your way through technology.
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讓你航行在科技之中 。
10:16
So some people will go out and get people to be on one team.
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所以會有人出去找人來參加這一隊,
10:19
And some people will get people to be on the other team.
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也會有人去找人來參加另外一隊。
10:22
It also informs the decisions you make
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當你製造產品或服務時,
10:24
when you make products or services.
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這也會告訴你關於自己做的決定。
10:26
You know, this is one of my favorite devices.
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你知道這是我最喜歡的產品之一。
10:29
But what a shame that it's not organized
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可惜的是,它的組成不是
10:31
to help authors create movements.
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去幫助作家創造一個運動。
10:34
What would happen if, when you're using your Kindle,
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假使你使用電子書Kindle時,
10:36
you could see the comments and quotes and notes
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你可以同時讀到
10:40
from all the other people reading the same book as you in that moment.
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其他正在讀同一本書的人,他們的感想引語及筆記,會如何呢?
10:43
Or from your book group. Or from your friends, or from the circle you want.
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或來自你的讀書會,你的朋友或你想連結的圈子,
10:46
What would happen if authors, or people with ideas
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假使作者或其他有念頭的人,
10:49
could use version two, which comes out on Monday,
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可以使用星期一將上市的第二版。
10:52
and use it to organize people
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利用電子書來集合
10:55
who want to talk about something.
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想要討論的人們,
10:57
Now there is a million things I could share with you about the mechanics here.
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我可以在這裡分享過百種關於這個機制,
11:00
But let me just try a couple.
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不過就讓我試著說一兩個好了。
11:02
The Beatles did not invent teenagers.
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披頭四並沒有創造出青少年 ,
11:05
They merely decided to lead them.
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純粹只決定要領導他們而已 ,
11:08
That most movements, most leadership that we're doing
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大部分我們進行的運動及領導,
11:11
is about finding a group that's disconnected
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都是關於尋找一個尚未連結的群體,
11:13
but already has a yearning --
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但卻有渴望存在。
11:15
not persuading people to want something
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並不是去說服別人渴望得到
11:17
they don't have yet.
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尚未擁有的東西。
11:19
When Diane Hatz worked on "The Meatrix,"
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當黛安海茲著手進行「駭肉任務」,
11:23
her video that spread all across the internet
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整支影片橫掃網路,
11:26
about the way farm animals are treated,
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紀錄農場動物被對待的事實。
11:29
she didn't invent the idea of being a vegan.
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她並沒有發明素食主義者的概念,
11:31
She didn't invent the idea of caring about this issue.
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也沒有發明關注這議題的想法,
11:33
But she helped organize people,
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而是幫助組織這些人,
11:35
and helped turn it into a movement.
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協助將這議題變成一個運動。
11:37
Hugo Chavez did not invent the disaffected
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查維茲並沒有創造出
11:40
middle and lower class of Venezuela. He merely led them.
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委內瑞拉不滿的中下階級,他只是領導那些人而已。
11:42
Bob Marley did not invent Rastafarians.
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鮑勃·馬利並沒有創造拉斯特法里教,
11:45
He just stepped up and said, "Follow me."
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他只是走上去說:「跟我來」。
11:48
Derek Sivers invented CD Baby,
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德瑞克·席偉司創造了CD Baby,
11:51
which allowed independent musicians
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讓獨立音樂家,
11:54
to have a place to sell their music without selling out to the man --
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有地方可以賣自己的音樂,而不需要出賣自己。
11:58
to have place to take the mission
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有地方讓他們帶著理念
12:00
they already wanted to go to, and connect with each other.
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去跟同好連結在一起。
12:03
What all these people have in common is that they are heretics.
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這些領導者的共同點就是他們都是異端者,
12:07
That heretics look at the status quo and say,
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異端者看到現況然後說:
12:09
"This will not stand. I can't abide this status quo.
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這不成,我無法忍受現況。
12:12
I am willing to stand up and be counted and move things forward.
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我願意站起來加入推動事情向前的隊伍,
12:16
I see what the status quo is; I don't like it."
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我知道現況是什麼。我不喜歡,
12:19
That instead of looking at all the little rules
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與其探究
12:21
and following each one of them,
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並遵從那些小規矩,
12:24
that instead of being what I call a sheepwalker --
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與其成為夢遊者,
12:29
somebody who's half asleep,
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半睡半醒,
12:31
following instructions,
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遵照指示動作,
12:33
keeping their head down, fitting in --
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低著頭融入其中。
12:36
every once in a while someone stands up and says, "Not me."
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偶爾會有人站起來說:「我才不要」
12:39
Someone stands up and says, "This one is important.
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有人站起來說:「這個想法很重要。
12:43
We need to organize around it."
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我們需要以它來組織人群。」
12:46
And not everyone will. But you don't need everyone.
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並不是每個人都肯,但你不需要每一個人,
12:49
You just need a few people --
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你只需要幾個人。
12:51
(Laughter) --
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(笑聲)
12:55
who will look at the rules,
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看到那些規矩,
12:57
realize they make no sense,
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了解那根本沒道理,
13:00
and realize how much they want to be connected.
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意識到自己多麼想與人連結在一起就行了。
13:02
So Tony Hsieh does not run a shoe store.
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湯尼席爾並不開鞋店 ,
13:05
Zappos isn't a shoe store.
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Zappos並不是一家鞋店,
13:08
Zappos is the one, the only,
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Zappos是一間,亦是唯一,
13:10
the best-there-ever-was
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而且是最棒的地方,
13:12
place for people who are into shoes to find each other,
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讓喜愛鞋子的人到那裡找到彼此,
13:16
to talk about their passion,
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談論他們的愛好,
13:18
to connect with people who care more
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和注重顧客服務勝於
13:20
about customer service than making a nickel tomorrow.
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賺錢的人連結在一起 。
13:23
It can be something as prosaic as shoes,
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這可以平凡的以鞋子為主,
13:25
and something as complicated as overthrowing a government.
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也可以複雜的以推翻政府為目的。
13:27
It's exactly the same behavior though.
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但行為是一樣的,
13:31
What it requires, as Geraldine Carter has discovered,
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它所需要的,如傑拉丁卡特發現的 ,
13:34
is to be able to say, "I can't do this by myself.
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是你必須能夠說:我無法獨力完成,
13:37
But if I can get other people to join my Climb and Ride,
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可是,如果我能讓別人加入我的行列,
13:41
then together we can get something that we all want.
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就可以一起得到我們都想獲得的東西。
13:46
We're just waiting for someone to lead us."
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我們就等著有人來領導我們,
13:48
Michelle Kaufman has pioneered
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蜜雪兒卡夫曼開創出
13:50
new ways of thinking about environmental architecture.
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對環保建築的新理念。
13:54
She doesn't do it by quietly building one house at a time.
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她並不是靠安靜地蓋一棟又一棟的房子,
13:57
She does it by telling a story
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而是對想聽的人
14:00
to people who want to hear it.
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說故事,
14:02
By connecting a tribe of people
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連結一個
14:04
who are desperate to be connected to each other.
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盼望與彼此連結的部落。
14:07
By leading a movement and
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靠著領導一個運動
14:09
making change.
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及製造改變,
14:11
And around and around and around it goes.
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就形成一個永續的循環。
14:13
So three questions I'd offer you.
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所以我想問大家三個問題,
14:15
The first one is, who exactly
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第一、你到底
14:18
are you upsetting?
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在惹誰不高興呢?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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因為如果你沒有讓誰不高興,你就沒有在改變現況。
14:24
The second question is, who are you connecting?
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第二、你跟誰連結呢?
14:27
Because for a lot of people, that's what they're in it for:
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因為對許多人來說,這才是他們的目的。
14:30
the connections that are being made, one to the other.
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一個又一個的連結。
14:34
And the third one is, who are you leading?
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第三、你在領導誰呢?
14:38
Because focusing on that part of it --
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因為專注在人上面,
14:41
not the mechanics of what you're building,
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不是關心你在建設時的技術面,
14:43
but the who, and the leading part -- is where change comes.
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關心人及領導就會帶來改變。
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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於是Tom’s Shoes的布雷克就有個很簡單的想法,
14:51
"What would happen if every time someone bought a pair of these shoes
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如果每次有人買了一雙鞋子,
14:56
I gave exactly the same pair to someone
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我就把一雙同樣的鞋子,
14:58
who doesn't even own a pair of shoes?"
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送給沒有鞋子的人會發生什麼事呢?
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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這不是如何在Neiman Marcus百貨設櫃的故事,
15:05
It's a story of a product that tells a story.
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而是關於一個會說故事的產品。
15:09
And as you walk around with this remarkable pair of shoes
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你穿著如此有故事性的鞋子外出時,
15:11
and someone says, "What are those?"
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當有人問:那是哪一款鞋子?
15:13
You get to tell the story on Blake's behalf,
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你就可以代替布雷克說故事,
15:15
on behalf of the people who got the shoes.
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替得到免費鞋子的人說故事。
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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突然那不再只是一雙或一百雙鞋子,
15:20
It's tens of thousands of pairs of shoes.
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而是好幾萬雙鞋子的生意。
15:22
My friend Red Maxwell has spent the last 10 years
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我朋友瑞德麥斯威爾花了過去十年的時間,
15:25
fighting against juvenile diabetes.
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與幼年型糖尿病對抗。
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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並不是反抗糖尿病協會,而是與他們一起奮鬥、領導他們,
15:31
connecting them, challenging the status quo
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建立彼此的連結,挑戰現況,
15:35
because it's important to him.
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因為這對他而言很重要
15:37
And the people he surrounds himself with need the connection.
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圍繞在他身邊的人需要那個連結,
15:42
They need the leadership. It makes a difference.
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他們需要領導者就創造了改變,
15:45
You don't need permission from people to lead them.
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你不需要經過人的許可,才能領導他們。
15:48
But in case you do, here it is:
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但是如果需要的話,可以這麼做。
15:51
they're waiting, we're waiting
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他們正在等待 ,我們正在等待,
15:54
for you to show us where to go next.
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你們來秀給我們看下一步往哪兒走,
15:57
So here is what leaders have in common. The first thing is, they challenge
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這是領導者的共同點。首先,他們會挑戰
16:00
the status quo.
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現況,
16:02
They challenge what's currently there.
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他們挑戰現有的東西。
16:04
The second thing is, they build a culture.
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第二、是他們創立一個文化,
16:07
A secret language, a seven-second handshake,
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一個神秘的語言,七秒鐘的握手,
16:10
a way of knowing that you're in or out.
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用來識別你在圈內或圈外的東西。
16:13
They have curiosity. Curiosity about people in the tribe,
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領導者有好奇心,對部落內的人感到好奇,
16:16
curiosity about outsiders. They're asking questions.
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對部落外的人,感到好奇他們會問問題,
16:19
They connect people to one another.
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在人與人之間搭起連結。
16:21
Do you know what people want more than anything?
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你知道人們最想要的東西是什麼嗎 ?
16:23
They want to be missed.
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他們想要被想念,
16:25
They want to be missed the day they don't show up.
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在缺席那天被人想念 ,
16:27
They want to be missed when they're gone.
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在離開後被人想念,
16:30
And tribe leaders can do that.
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部落的領導者可以做到這點。
16:32
It's fascinating, because all tribe leaders have charisma,
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令人驚奇的是,所有的領導者都有領袖魅力。
16:36
but you don't need charisma to become a leader.
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但你不需要領袖魅力來成為領導者,
16:38
Being a leader gives you charisma.
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當個領導者會賦予你領袖魅力,
16:41
If you look and study the leaders who have succeeded,
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如果你觀察成功的領導者,
16:44
that's where charisma comes from -- from the leading.
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領袖魅力來自領導行為本身。
16:46
Finally, they commit.
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最後一點是,他們履行承諾
16:49
They commit to the cause. They commit to the tribe.
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他們對信念承諾,對部落承諾,
16:51
They commit to the people who are there.
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對在場的人承諾 。
16:54
So I'd like you to do something for me.
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所以我想請大家為我做一件事 ,
16:57
And I hope you'll think about it before you reject it out-of-hand.
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我希望你可以考慮一下,而不是直接拒絕。
17:00
What I want you to do, it only takes 24 hours,
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我想要各位做的事只需要花24小時 ,
17:04
is: create a movement.
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那就是創造一個運動。
17:06
Something that matters. Start. Do it. We need it.
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一件很重要的事 ,現在開始去行動,我們需要它。
17:10
Thank you very much. I appreciate it.
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謝謝各位!感激各位!
17:12
(Applause)
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(掌聲)

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