ABOUT THE SPEAKER
Halla Tómasdóttir - Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president.

Why you should listen

Tómasdóttir's philosophy is simple: (1) the challenges we're facing today won't be solved by testosterone alone; (2) the world would be a better, safer, more sustainable place if we could infuse finance, business and politics with more gender balance; and (3) it's easier to change things from the inside.

True to this philosophy, Tómasdóttir co-founded Audur Capital in 2008, the world's first investment firm based on "feminine values." Audur was one of few financial companies in Iceland to survive the crash. Tómasdóttir has since been an active change catalyst, advocating for principle-based leadership and more women around decision-making tables.

In 2016, responding to popular demand (and a viral Facebook campaign), Tómasdóttir ran for president of Iceland. A woman in a man's race. Polls initially put Tómasdóttir as an outsider, predicting 1 percent of the vote. A few weeks later, against all odds, Tómasdóttir came in second supported by 28 percent of Icelanders.

More profile about the speaker
Halla Tómasdóttir | Speaker | TED.com
TEDWomen 2010

Halla Tómasdóttir: A feminine response to Iceland's financial crash

海拉. 托马斯多特:看女性如何助冰岛应对金融风暴

Filmed:
674,652 views

海拉. 托马斯多特将五个传统女性价值观运用到金融服务中,成功帮助其创办的Audur Capital 金融服务公司安全渡过了肆虐的金融风暴。在TED女性系列讲坛,她分享了这些价值观并强调了男女力量权衡的重要性。
- Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio

Double-click the English transcript below to play the video.

00:15
It sure used to be a lot easier更轻松 to be from Iceland冰岛,
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在过去,作个冰岛人是比较轻松的,
00:18
because until直到 a couple一对 of years年份 ago,
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因为直到前几年
00:20
people knew知道 hardly几乎不 anything about us,
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人们对我们的国家几乎都还不太熟悉。
00:22
and I could basically基本上 come out here
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我基本上可以站在这里
00:24
and say only good things about us.
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毫无顾忌地吹嘘我们国家。
00:26
But in the last couple一对 of years年份
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但是,在最近一两年里,
00:28
we've我们已经 become成为 infamous臭名昭著 for a couple一对 of things.
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我国因为几个事件而名声鹊起。
00:31
First, of course课程, the economic经济 meltdown崩溃.
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首先,大家都知道,我们的经济开始雪崩。
00:34
It actually其实 got so bad
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情况非常严重,
00:36
that somebody put our country国家 up for sale拍卖 on eBay易趣.
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甚至有人把我们国家放到eBay网上拍卖。
00:39
(Laughter笑声)
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(众人笑)
00:41
Ninety-nine九十九 pence便士 was the starting开始 price价钱
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起拍价99便士,
00:43
and no reserve保留.
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还谢绝预订。
00:46
Then there was the volcano火山
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接着火山爆发了,
00:48
that interrupted间断 the travel旅行 plans计划
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几乎破坏了在座各位
00:50
of almost几乎 all of you and many许多 of your friends朋友,
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以及你们的朋友的旅行计划,
00:53
including包含 President主席 Obama奥巴马.
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连奥巴马总统的行程也受到了影响。
00:55
By the way, the pronunciation发音
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顺便说一下,火山的名字
00:57
is "Eyjafjallajokull艾雅法拉."
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念 “哎呀我服了优酷”(音译)。
00:59
None没有 of your media媒体 got it right.
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你们的媒体都念错了。
01:01
(Laughter笑声)
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(众人笑)
01:03
But I'm not here to share分享 these stories故事
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我今天不是来这里
01:05
about these two things exactly究竟.
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分享这两个事件来龙去脉的。
01:07
I'm here to tell you the story故事 of AudurAudur Capital首都,
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我在这里是想跟大家讲讲Audur Capital公司的故事,
01:09
which哪一个 is a financial金融 firm公司 founded成立 by me
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它是我和克莉斯汀共同创办的一家金融服务公司。
01:11
and Kristin克里斯汀 -- who you see in the picture图片 --
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这是我们的合影-
01:13
in the spring弹簧 of 2007,
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公司成立于2007年
01:16
just over a year before the economic经济 collapse坍方 hit击中.
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也就是经济雪崩开始的前一年。
01:19
Why would two women妇女
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为什么这两位
01:21
who were enjoying享受 successful成功 careers职业生涯 in investment投资 banking银行业
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各自在投资银行业
01:23
in the corporate企业 sector扇形
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颇有成就的女性
01:25
leave离开 to found发现 a financial金融 services服务 firm公司?
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会决定改行去创立一家金融服务公司呢?
01:28
Well let it suffice满足 to say
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事实上这是因为
01:31
that we felt a bit overwhelmed不堪重负
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我们已经对“睾丸激素”
01:34
with testosterone睾酮.
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忍无可忍了。
01:36
And I'm not here to say
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我并不是说
01:38
that men男人 are to blame for the crisis危机
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男人们是冰岛发生经济危机的
01:40
and what happened发生 in my country国家.
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罪魁祸首。
01:42
But I can surely一定 tell you that in my country国家,
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但是我可以负责任的告诉你们,
01:44
much like on Wall Street and the city of London伦敦 and elsewhere别处,
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我们国家就像是华尔街和伦敦市等地方一样,
01:47
men男人 were at the helm
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男人们主导了
01:49
of the game游戏 of the financial金融 sector扇形,
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整个金融业。
01:51
and that kind of lack缺乏 of diversity多样
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这种行业的单调性
01:54
and sameness千篇一律
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和单一性
01:56
leads引线 to disastrous惨重 problems问题.
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会引发灾难性的问题。
01:58
(Applause掌声)
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(众人鼓掌)
02:01
So we decided决定, a bit fed-up受够了 with this world世界
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我们对这样的世道有些不满,
02:04
and also with the strong强大 feeling感觉 in our stomach
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而且预感到保持现状
02:07
that this wasn't sustainable可持续发展,
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不是长久之计,
02:09
to found发现 a financial金融 services服务 firm公司
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于是决定以自己的理念
02:11
based基于 on our values,
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建立一家金融服务公司。
02:14
and we decided决定 to incorporate合并 feminine女人 values
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我们决心在金融世界中
02:17
into the world世界 of finance金融.
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注入女性的价值观。
02:19
Raised上调 quite相当 a few少数 eyebrows眉毛 in Iceland冰岛.
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这在冰岛引起了不小的轰动。
02:21
We weren't known已知
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直到那一刻,
02:23
as the typical典型 "women妇女" women妇女
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我们作为冰岛典型女性的身份
02:25
in Iceland冰岛 up until直到 then.
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才受到了关注。
02:27
So it was almost几乎 like coming未来 out of the closet壁橱
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这感觉就像从幕后走到台前,
02:30
to actually其实 talk about the fact事实 that we were women妇女
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宣告我们是女性,
02:32
and that we believed相信 that we had a set of values
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我们相信,我们所持的价值观
02:34
and a way of doing business商业
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和生意经
02:37
that would be more sustainable可持续发展
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相比男人们的那一套
02:39
than what we had experienced有经验的 until直到 then.
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更具可持续性。
02:43
And we got a great group of people to join加入 us --
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我们招集了一群精英
02:45
principled原则 people with great skills技能,
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他们都是坚持原则的能人,
02:48
and investors投资者 with a vision视力
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是有远见的投资者,
02:50
and values to match比赛 ours我们的.
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和我们志趣相投。
02:52
And together一起 we got through通过 the eye of the financial金融 storm风暴 in Iceland冰岛
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我们携手挺过了冰岛金融风暴最为强劲的时期,
02:55
without taking服用 any direct直接 losses损失 to our equity公平
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没有直接损失任何资产
02:58
or to the funds资金 of our clients客户.
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或客户资金。
03:00
And although虽然 I want to thank
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为此我要感谢
03:02
the talented天才 people of our company公司
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公司的这些人才
03:04
foremost最重要的是 for that --
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当然其中也有
03:06
and also there's a factor因子 of luck运气 and timing定时 --
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幸运以及时机的成分。
03:09
we are absolutely绝对 convinced相信
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但我们相信,我们的成功
03:11
that we did this because of our values.
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最终取决于我们的价值观。
03:14
So let me share分享 with you our values.
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我跟大家分享一下这些价值观。
03:17
We believe in risk风险 awareness意识.
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我们坚持风险意识。
03:19
What does that mean?
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这是什么意思呢?
03:21
We believe that you should always understand理解 the risks风险 that you're taking服用,
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我们相信人们应该对风险具有足够的认识,
03:24
and we will not invest投资
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我们不对不熟悉的事情
03:26
in things we don't understand理解.
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进行投资。
03:28
Not a complicated复杂 thing.
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这很好理解。
03:30
But in 2007,
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然而在2007年,
03:32
at the height高度 of the sub-prime次贷
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次优级抵押贷款盛行,
03:35
and all the complicated复杂 financial金融 structures结构,
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金融结构复杂,
03:37
it was quite相当 opposite对面
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市场上表现出
03:39
to the reckless鲁莽 risk-taking冒险 behaviors行为
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各种冲动的风险行为,
03:42
that we saw on the market市场.
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与风险意识背道而驰。
03:44
We also believe in straight-talking直说话,
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我们相信开门见山
03:46
telling告诉 it as it is,
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实话实说,
03:48
using运用 simple简单 language语言 that people understand理解,
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用平实的语言,
03:51
telling告诉 people about the downsides缺点
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告诉人们事情的弊端,
03:53
as well as the potential潜在 upsides上升空间,
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上升的潜力,
03:56
and even telling告诉 the bad news新闻 that no one wants to utter说出,
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告诉他们别人难以启齿的坏消息,
03:59
like our lack缺乏 of belief信仰 in the sustainability可持续性
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比如,我们告诉客户冰岛的金融业
04:01
of the Icelandic冰岛的 financial金融 sector扇形
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缺乏可持续性,
04:03
that already已经 we had
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结果,金融雪崩
04:05
months个月 before the collapse坍方 hit击中 us.
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真的就在几个月后发生了。
04:07
And, although虽然 we do work in the financial金融 sector扇形,
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尽管我们在金融领域工作,
04:10
where Excel高强 is king国王,
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成天跟Excel工作表打交道,
04:12
we believe in emotional情绪化 capital首都.
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但我们重视情感资本。
04:15
And we believe
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我们认为
04:17
that doing emotional情绪化 due应有 diligence勤勉
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培养感情
04:19
is just as important重要
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和赚钱
04:21
as doing financial金融 due应有 diligence勤勉.
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是一样重要的。
04:25
It is actually其实 people
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因为,赚钱赔钱的
04:27
that make money and lose失去 money,
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都是人
04:29
not Excel高强 spreadsheets电子表格.
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而不是Excel工作表。
04:33
(Applause掌声)
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(众人鼓掌)
04:35
Last, but not least最小,
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最后,
04:37
we believe in profit利润 with principles原则.
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我们坚持获取利润的原则。
04:39
We care关心 how we make our profit利润.
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我们在乎获取利润的手段。
04:41
So while we want to make economic经济 profit利润 for ourselves我们自己 and our customers顾客,
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尽管我们渴望为自己以及客户赚到获取更多经济利益,
04:44
we are willing愿意 to do it with a long-term长期 view视图,
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但是我们坚持放长线掉大鱼。
04:47
and we like to have a wider更宽的 definition定义 of profits利润
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我们认为利润不仅仅是下个季度的经济收益,
04:50
than just the economic经济 profit利润 in the next下一个 quarter25美分硬币.
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它有着更宽泛的意义。
04:53
So we like to see profits利润,
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在进行投资的时候,
04:55
plus positive social社会
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我们更希望
04:57
and environmental环境的 benefits好处, when we invest投资.
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社会利益和环境利益能与经济收益并存。
05:00
But it wasn't just about the values,
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虽然,我们相信这些价值观非常重要,
05:02
although虽然 we are convinced相信 that they matter.
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但这不是决定成功与否的全部因素。
05:04
It was also about a business商业 opportunity机会.
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商机也是因素之一。
05:06
It's the female trend趋势, and it's the sustainability可持续性 trend趋势,
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女性势力的壮大和可持续性的走强,
05:09
that are going to create创建
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即将在未来的几年内
05:11
some of the most interesting有趣 investment投资 opportunities机会
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创造出最为引人入胜的
05:13
in the years年份 to come.
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投资机遇。
05:15
The whole整个 thing about the female trend趋势
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女性力量的壮大
05:17
is not about women妇女 being存在 better than men男人;
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并不代表女性强于男性,
05:19
it is actually其实 about
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事实上,
05:21
women妇女 being存在 different不同 from men男人,
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女男之间存在的差别
05:23
bringing使 different不同 values and different不同 ways方法 to the table.
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能够将新的价值观和处事方法带到决策席上。
05:26
So what do you get? You get better decision-making做决定,
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这样有什么好处呢?你可以做出更英明的决定。
05:29
and you get less herd放牧 behavior行为,
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并且可以避免羊群效应。
05:31
and both of those things hit击中 your bottom底部 line线
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这两个好处
05:34
with very positive results结果.
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能帮助你绝处逢生。
05:37
But one has to wonder奇迹,
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然而我们总会奇怪,
05:39
now that we've我们已经 had this financial金融 sector扇形 collapse坍方 upon us in Iceland冰岛 --
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既然冰岛的金融业发生雪崩-
05:42
and by the way, Europe欧洲 looks容貌 pretty漂亮 bad right now,
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其实整个欧洲都不太景气,
05:45
and many许多 would say that you in America美国
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许多人会说:
05:47
are heading标题 for some more trouble麻烦 as well.
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美国也快遭殃了。
05:50
Now that we've我们已经 had all that happen发生,
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既然我们吃过那么多亏,
05:52
and we have all this data数据 out there
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而且有数据显示
05:54
telling告诉 us that it's much better to have diversity多样
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决策者中有男有女
05:56
around the decision-making做决定 tables,
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能够保证决策更有成效,
05:58
will we see business商业 and finance金融 change更改?
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那么商业和金融业是否会因此而有所改变呢?
06:01
Will government政府 change更改?
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政府会做出改变吗?
06:03
Well I'll give you my straight直行 talk about this.
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我会把实话告诉大家。
06:06
I have days that I believe,
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有时候我相信现状会改变,
06:08
but I have days that I'm full充分 of doubt怀疑.
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而有时候,我对此又充满疑问。
06:11
Have you seen看到 the incredible难以置信 urge敦促 out there
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我们迫切想让那些失败的努力死灰复燃。
06:14
to rebuild重建 the very things that failed失败 us?
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这种感觉你们能体会吧?
06:17
(Applause掌声)
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(众人鼓掌)
06:19
Einstein爱因斯坦 said
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爱因斯坦曾说:
06:21
that this was the definition定义 of insanity疯狂 --
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这就是神经病的定义-
06:24
to do the same相同 things
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周而复始地
06:26
over and over again,
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重复同样的事情,
06:28
hoping希望 for a different不同 outcome结果.
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每一次都盼着能有新的结果。
06:31
So I guess猜测 the world世界 is insane,
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我看整个世界都发疯了,
06:33
because I see entirely完全 too much
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因为我见过太多太多人
06:35
of doing the same相同 things over and over again,
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反反复复做同样的事情,
06:38
hoping希望 that this time it's not going to collapse坍方 upon us.
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希望灾难不会降临到我们头上。
06:41
I want to see more revolutionary革命的 thinking思维,
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我希望有更具革命性的想法出现。
06:44
and I remain hopeful有希望.
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我对此寄予希望。
06:46
Like TEDTED, I believe in people.
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像TED一样,我相信人的力量。
06:48
And I know that consumers消费者
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我知道消费者们
06:50
are becoming变得 more conscious意识,
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会变得更加理智,
06:52
and they are going to start开始 voting表决 with their wallets钱包,
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他们会用钱包来选择,
06:55
and they are going to change更改 the face面对
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即使不能改变
06:57
of business商业 and finance金融 from the outside,
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金融与商业的内在,
06:59
if they don't do it from the inside.
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他们也会改变其面貌。
07:02
But I'm more of the revolutionary革命的,
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而我更倾向于变革,
07:05
and I should be; I'm from Iceland冰岛.
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这是理所应当的,因为我是冰岛人。
07:07
We have a long history历史
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我们有着悠久的历史,
07:09
of strong强大, courageous勇敢, independent独立 women妇女,
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我们的女性自维金时代
07:12
ever since以来 the Viking海盗 age年龄.
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就以坚强,勇敢,独立著称。
07:14
And I want to tell you when
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我想告诉你们,
07:16
I first realized实现 that women妇女 matter to the economy经济
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当我第一次意识到
07:18
and to the society社会,
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女性对经济和社会具有重要意义
07:20
I was seven -- it happened发生 to be my mother's母亲 birthday生日 --
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是在我七岁的时候-那时是我母亲的生日-
07:22
October十月 24, 1975.
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1975年10月24日。
07:25
Women妇女 in Iceland冰岛 took the day off.
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冰岛的女性在这一天全体罢工。
07:28
From work or from home, they took the day off,
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不管是职业女性还是家庭主妇,全部罢工,
07:31
and nothing worked工作 in Iceland冰岛.
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结果全国都瘫痪了。
07:33
(Laughter笑声)
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(众人笑)
07:36
They marched游行 into the center中央 of Reykjavik雷克雅未克,
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她们游行进入雷克雅未克市中心,
07:38
and they put women's女士的 issues问题 onto the agenda议程.
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争取她们的权利。
07:41
And some say this was the start开始 of a global全球 movement运动.
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有些人认为它即将在全球掀起运动的浪潮,
07:44
For me it was the start开始 of a long journey旅程,
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在我看来,这仅是漫长旅程的开始,
07:47
but I decided决定 that day to matter.
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然而这一天意义非比寻常。
07:50
Five years年份 later后来,
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五年以后,
07:52
Iceland冰岛 elected当选 Vigdis维格迪斯 Finnbogadottir芬博阿多蒂尔 as their president主席 --
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维迪斯. 芬波迦朵特当选冰岛总统-
07:55
first female to become成为 head of state,
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她是冰岛首位成为国家元首的女性,
07:58
single mom妈妈,
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她是一位单身母亲,
08:00
a breast乳房 cancer癌症 survivor幸存者
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曾患乳癌
08:02
who had had one of her breasts乳房 removed去除.
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不得不被切除了一个乳房。
08:04
And at one of the campaign运动 sessions会议,
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在一次竞选活动中,
08:06
she had one of her male contenders竞争者
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与她竞争的一位男性候选人
08:09
allude暗示 to the fact事实 that she couldn't不能 become成为 president主席 --
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讽刺她,说她不能成为总统,
08:11
she was a woman女人, and even half a woman女人.
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因为她是个女人,而且还只能算半个女人。
08:15
That night she won韩元 the election选举,
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就在当晚,她在竞选中胜出,
08:17
because she came来了 back --
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她做出了反击-
08:19
not just because of his crappy蹩脚的 behavior行为 --
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不仅因为他的龌龊言行-
08:22
but she came来了 back and said,
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她反驳道:
08:25
"Well, I'm actually其实 not going to breastfeed母乳喂养 the Icelandic冰岛的 nation国家;
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“听着,我可不是来给冰岛人喂奶的,
08:28
I'm going to lead it."
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我是来领导这个国家的。”
08:30
(Applause掌声)
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(众人鼓掌)
08:34
So I've had incredibly令人难以置信 many许多
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我可以效仿的女性偶像
08:37
women妇女 role角色 models楷模
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不胜枚举,
08:39
that have influenced影响 who I am and where I am today今天.
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她们的影响成就了今天的我。
08:41
But in spite尽管 of that,
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但尽管如此,
08:43
I went through通过 the first 10 or 15 years年份 of my career事业
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在我职业生涯中的10到15年中,
08:45
mostly大多 in denial否认 of being存在 a woman女人.
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我做为女性总得不到认可。
08:48
Started入门 in corporate企业 America美国,
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在美国工作以后,
08:50
and I was absolutely绝对 convinced相信
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我打心里相信
08:52
that it was just about the individual个人,
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每个人都要靠自己的实力取胜,
08:54
that women妇女 and men男人 would have just the same相同 opportunities机会.
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机会对于男人或女人来说都是一样的。
08:57
But I've come to conclude得出结论 lately最近
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然而,最近我领悟到
08:59
that it isn't like that.
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事实不是这样的。
09:01
We are not the same相同,
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我们并不一样。
09:03
and it's great. Because of our differences分歧,
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这是好事-正因为不同
09:05
we create创建 and sustain支持 life.
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我们才能创造生活,维持生活。
09:07
So we should embrace拥抱 our difference区别 and aim目标 for challenge挑战.
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我们应该接受彼此的不同点,并勇敢接受挑战。
09:10
The final最后 thought I want to leave离开 with you
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最后,我想对大家说,
09:12
is that I'm fed美联储 up with this tyranny暴政
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我受够了
09:14
of either/or choices选择 in life --
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那种不是你死就是我活的专制-
09:16
either it's men男人 or it's women妇女.
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男女势不两立。
09:19
We need to start开始 embracing拥抱 the beauty美女 of balance平衡.
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我们应当开始追求平衡之美。
09:22
So let's move移动 away
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我们不应该
09:24
from thinking思维 about business商业 here and philanthropy慈善事业 there,
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把做生意和人道主义分割开来,
09:27
and let's start开始 thinking思维 about
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我们应该好好想想
09:29
doing good business商业.
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怎样才能把生意做好。
09:31
That's how we change更改 the world世界. That's the only sustainable可持续发展 future未来.
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只有这样我们才能改变世界,才能保持未来的可持续性发展。
09:34
Thank you.
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感谢大家。
09:36
(Applause掌声)
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(热烈掌声)
Translated by Lili Liang
Reviewed by Yanna Zhang

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ABOUT THE SPEAKER
Halla Tómasdóttir - Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president.

Why you should listen

Tómasdóttir's philosophy is simple: (1) the challenges we're facing today won't be solved by testosterone alone; (2) the world would be a better, safer, more sustainable place if we could infuse finance, business and politics with more gender balance; and (3) it's easier to change things from the inside.

True to this philosophy, Tómasdóttir co-founded Audur Capital in 2008, the world's first investment firm based on "feminine values." Audur was one of few financial companies in Iceland to survive the crash. Tómasdóttir has since been an active change catalyst, advocating for principle-based leadership and more women around decision-making tables.

In 2016, responding to popular demand (and a viral Facebook campaign), Tómasdóttir ran for president of Iceland. A woman in a man's race. Polls initially put Tómasdóttir as an outsider, predicting 1 percent of the vote. A few weeks later, against all odds, Tómasdóttir came in second supported by 28 percent of Icelanders.

More profile about the speaker
Halla Tómasdóttir | Speaker | TED.com