ShimpeiTakahashi_2013X[高桥新平][玩游戏_想出新点子].pdf
www.XiYuS锡育软件Hello.各位好。00:14Im a toy developer.我是一名玩具研发员。00:16With a dream of creating new toys that have never been seenbefore,I began working at a toy company nine years ago.一直以来我都梦想着创造出前无古人后无来者般的新玩具,于是九年前,我开始在一家玩具公司上班。00:18When I first started working there,I proposed many newideas to my boss every day.当我刚入职的时,我每天都向上司提出许多新点子。00:26However,my boss always asked if I had the data to prove itwould sell,and asked me to think of product developmentafter analyzing market data.可是我的上司总会问我,是否有数据能够证明这些产品卖得出去,并且要求我分析了市场数据之后才开始考虑产品的研发。00:32Data,data,data.数据,数据,还是数据。00:40So I analyzed the market data before thinking of a product.于是我便先分析市场数据,再考虑产品研发。00:42However,I was unable to think of anything new at thatmoment.然后,我当时根本想不出任何新点子。00:46(Laughter)My ideas were unoriginal.（笑声）我的想法都不是原创的。00:51I wasnt getting any new ideas and I grew tired of thinking.我想不到新点子,并且开始厌倦了思考。00:54It was so hard that I became this skinny.那段时间真是折磨啊,我都瘦成这样了。00:58(Laughter)Its true.(Applause)Youve all probably hadsimilar experiences and felt this way too.（笑声）是真的哦。（掌声）或许在座各位都有过类似的经历和相同的感受。01:03Your boss was being difficult.The data was difficult.你的上司很难取悦,而数据又难以分析。01:12proposed:adj.被提议的;所推荐的/v.提议;计划(propose的过去式和过去分词)unoriginal:adj.非原先的,非独创的;模仿的You become sick of thinking.你开始厌倦思考。01:14Now,I throw out the data.现在,我要抛开数据。01:16Its my dream to create new toys.我的梦想是创造出新玩具。01:19And now,instead of data,Im using a game called Shiritori tocome up with new ideas.但是现在,我不用市场数据,而是用一个叫做Shiritori 的游戏,来想出新点子。01:22I would like to introduce this method today.今天我想把这个方法介绍给大家。01:29What is Shiritori?Shiritori（文字接龙）是什么？01:32Take apple,elephant and trumpet,for example.就拿苹果、大猩猩、喇叭这三个词举例。01:34Its a game where you take turns saying words that start withthe last letter of the previous word.在这个游戏里,你们要轮流说出一系列的日语词彙,而新词彙的第一个音节必须是前一个词彙的最后一个音节。01:37Its the same in Japanese and English.这个游戏在日语和英语里都可以玩。01:41You can play Shiritori as you like:neko,kora,raibu,burashi,etc,etc.Cat,cola,concert,brush你可以以你喜欢的方式玩 Shiritori:“neko,kora,raibu,burashi,”诸如此类日语:猫,可乐,演奏会,刷子01:43Many random words will come out.许多看似随机的词彙就会蹦出来。01:49You force those words to connect to what you want to thinkof and form ideas.你将这些词彙与你想要思考的东西联系起来,然后形成新点子。01:52In my case,for example,since I want to think of toys,whatcould a toy cat be?就拿我自己来说,我想要思考和玩具有关的,一个玩具猫可以是什么样的呢？01:57A cat that lands after doing a somersault from a high place?一个可以从高空中翻筋斗、然后安然着地的猫咪？02:03come up with:提出;想出;赶上 take turns:轮流;依次 somersault:vi.翻筋斗/n.筋斗;(意见,观点,态度等)180度的转变How about a toy with cola?带可乐的玩具,这个主意如何？02:07A toy gun where you shoot cola and get someone soakingwet?一把可以用来发射可乐、把别人弄成落汤鸡的玩具枪？02:09(Laughter)Ridiculous ideas are okay.The key is to keepthem flowing.（笑声）哪怕是荒唐的想法也没关系,关键是要一直有新点子。02:12TED演讲者：Shimpei Takahashi|高桥新平演讲标题：Play this game to come up with original ideas|玩游戏，想出新点子内容概要：Shimpei Takahashi always dreamed of designing toys.But when he started work as atoy developer,he found that the pressure to use data as a starting point for design quashed hiscreativity.In this short,funny talk,Takahashi describes how he got his ideas flowing again,andshares a simple game anyone can play to generate new ideas.(In Japanese with Englishsubtitles.)高强新平一直以来的梦想就是设计玩具。但当他开始从事玩具研发工作时，却发现以数据作为设计玩具的出发点，给他带来了巨大压力，甚至摧毁了他的创造力。在这段简短而风趣的演讲中，高桥描述了他如何重新开始天马行空，并且和大家分享了一个简单的游戏，任何人都能从中获得新点子。The more ideas you produce,youre sure to come up withsome good ones,too.你能想出的新点子越多,你就一定会有好点子。02:16A brush,for example.Can we make a toothbrush into a toy?比如说,一把刷子。我们能不能将牙刷做成玩具呢？02:21We could combine a toothbrush with a guitar and-我们可以将牙刷与吉他结合,结果就是 02:26(Music noises)-youve got a toy you can play with whilebrushing your teeth.（音乐响起）你刷牙的时候就有玩具可以玩啦。02:30(Laughter)(Applause)Kids who dont like to brush their teethmight begin to like it.（笑声）（掌声）不喜欢刷牙的小孩可能会爱上刷牙哦。02:35Can we make a hat into a toy?我们能不能把帽子做成玩具呢？02:41How about something like a roulette game,where you trythe hat on one by one,and then,when someone puts it on,ascary alien breaks through the top screaming,Ahh!俄罗斯轮盘怎么样？你们可以轮流戴上帽子,然后轮到某个人时,突然有个可怕的外星生物冲破帽顶,尖叫道,“啊！”02:44soaking:n.浸湿,浸透/adj.湿透的,极湿的/adv.湿透地 Ridiculous:adj.可笑的；荒谬的 flowing:adj.流动的;平滑的;上涨的/v.流动;起源;上涨(flow的ing形式)toothbrush:n.牙刷 brushing:adj.擦拭的;疾驰的/n.刷净;干扰;创面电灼术 roulette:n.轮盘赌;刻骑缝孔的点线机;(邮票的)骑缝孔;旋轮线/vt.给滚压骑线孔 one by one:一个接一个I wonder if there would be a demand for this at parties?我猜想,各类派对会不会对这样的产品有需求呢？02:55Ideas that didnt come out while you stare at the data willstart to come out.你盯着数据看时无法获取的想法,这样一来便轻而易举地出现了。02:58Actually,this bubble wrap,which is used to pack fragileobjects,combined with a toy,made Mugen Pop Pop,a toywhere you can pop the bubbles as much as you like.实际上,用来保护易碎物品的气泡膜 可以与玩具结合,成为无穷气泡,你就可以随心所欲地按压上面的气泡。03:03It was a big hit when it reached stores.这个产品上架时便大红大紫。03:17Data had nothing to do with its success.它的成功和数据无关。03:20Although its only popping bubbles,its a great way to killtime,so please pass this around amongst yourselves todayand play with it.尽管这个玩具只不过是挤压气泡而已,它不失为一个消磨时间的好方法,所以请四处传递一下这个玩具,以供在座各位赏玩。03:22(Applause)Anyway,you continue to come up with uselessideas.（掌声）但不管怎样,你还是会有一些无用的想法。03:32Think up many trivial ideas,everyone.各位,想想那些不值一提的小点子。03:39If you base your ideas on data analysis and know what youreaiming for,youll end up trying too hard,and you cantproduce new ideas.如果你只将点子基于数据分析,始终清楚地盯着一个目标看,那你一定会努力过了头,反而想不出什么新点子。03:41stare at:凝视,盯住 bubble:n.气泡,泡沫,泡状物;透明圆形罩,圆形顶/vi.沸腾,冒泡;发出气泡声/vt.使冒泡;滔滔不绝地说 wrap:vt.包;缠绕;隐藏;掩护/vi.包起来;缠绕;穿外衣/n.外套;围巾 fragile:adj.脆的；易碎的 bubbles:n.泡沫;气泡(bubble的复数)/v.沸腾;冒泡;发出气泡声(bubble的第三人称单数形式)had nothing to do with:与无关 popping:adj.间歇的;凸出的/n.爆音;突然跳出;爆孔;机器舞/v.出现;爆开;敲击;抛出(pop的ing形式)kill time:消磨时间Even if you know what your aim is,think of ideas as freely asif you were throwing darts with your eyes closed.即使你清楚地了解自己的目标,而且轻而易举就能想到新点子也没用。03:50If you do this,you surely will hit somewhere near the center.但如果你这样做,你迟早会接近成功,03:56At least one will.至少有一个点子会成功。03:59Thats the one you should choose.那就是你应该做出的选择。04:00If you do so,that idea will be in demand and,moreover,itwill be brand new.如果你这样做了,市场就会对那个点子产生需求,不仅如此,这就会是一个全新的点子。04:02www.XiYuS锡育软件That is how I think of new ideas.我就是这样想出新点子的。04:08It doesnt have to be Shiritori;there are many differentmethods.不一定是要通过玩 Shiritori;还有许多不同的方法。04:10You just have to choose words at random.你需要做的,仅仅是随机选出一些词。04:13You can flip through a dictionary and choose words atrandom.你可以翻开一下字典,随意选一些词。04:15For example,you could look up two random letters andgather the results or go to the store and connect productnames with what you want to think of.比如说,你可以随意查看两个词,然后把它们相结合,或者走进一家商店,把商品的名称 与你想要考虑的方向相结合。04:18The point is to gather random words,not information fromthe category youre thinking for.关键在于获取随机词彙,而不是从你所想的分类中挑选信息。04:29If you do this,the ingredients for the association of ideas arecollected and form connections that will produce many ideas.如果你这样做,你就会获得各种想法,并且形成一些列的关联,从而产生许多新点子。04:36darts:n.镖(dart的复数形式);射镖游戏/v.投掷;投射(dart的单三形式)in demand:受欢迎的;非常需要的;销路好;有需要 atrandom:胡乱地;随便地;任意地 ingredients:材料;作料The greatest advantage to this method is the continuous flowof images.这个方法最大的优势在于有源源不断流动的画面。04:45Because youre thinking of one word after another,the imageof the previous word is still with you.因为当你一个接着一个地想词彙时,前一个词所产生的图片还存在于你的脑海中。04:49That image will automatically be related with future words.那幅图片将会与接下来的词自动产生联系。04:54Unconsciously,a concert will be connected to a brush and aroulette game will be connected to a hat.不知不觉中,演唱会就和牙刷扯上了关系,轮盘就和帽子扯上了关系。04:57You wouldnt even realize it.你甚至都不会察觉到这个过程。05:02You can come up with ideas that you wouldnt have thoughtof otherwise.你可以获得那些前所未有的想法。05:03This method is,of course,not just for toys.当然啦,这个方法不仅仅使用与玩具。05:07You can collect ideas for books,apps,events,and many otherprojects.你也可以为书籍、软体应用、活动,以及其它各种计划筹集想法。05:09I hope you all try this method.我希望你们都会试着去应用这个方法。05:13There are futures that are born from data.有些未来的确诞生于数据。05:18However,using this silly game called Shiritori,I look forwardto the exciting future you will create,a future you couldnteven imagine.然后,有了这个名叫Shiritori 的傻游戏,我很期待看到你们将会创造出的精彩未来,一个你们之前根本无法想像的未来。05:21Thank you very much.非常感谢各位。05:32automatically:adv.自动地;机械地;无意识地/adj.不经思索的 Unconsciously:adv.不知不觉;无意识地 look forward to:盼望,期待(Applause)（掌声）05:34*Warning:本文是由生成导出，请用于个人学习，不要用于商业用途。否则，导致的一切法律后果，均由您个人承担，锡育软件概不负责。*
