ABOUT THE SPEAKER
Shimpei Takahashi - Toy designer
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas.

Why you should listen

Shimpei Takahashi has developed many toys for Bandai, including the popular Mugen Puchi Puchi, a game that exploits the universal love of popping bubble wrap. The toy received the Grand Prize "Trendy Toy" Award from the Japan Toy Association.

In 2005, Takahashi invented a board game called Simpei, while he also works in the digital realm, having designed the social gaming app, Onedari Wanko (Fawning Puppy).

More profile about the speaker
Shimpei Takahashi | Speaker | TED.com
TEDxTokyo

Shimpei Takahashi: Play this word game to come up with original ideas

高桥晋平: 想出新点子的方法

Filmed:
1,874,100 views

设计玩具是高桥晋平长年以来的梦想。但是,作为玩具设计者刚开始工作时,需要运用大量的数据,致使创造力枯竭的感觉尤为明显。这次简短又愉快的演讲中,高桥介绍了一个简单的游戏,可以让点子源源不断地再次蓬勃而出。
- Toy designer
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas. Full bio

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

00:14
Hello你好.
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大家好。
00:16
I'm a toy玩具 developer开发人员.
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我是做玩具开发的。
怀揣着设计出谁也没见过的新玩具的梦想,
00:18
With a dream梦想 of creating创建 new toys玩具
that have never been seen看到 before,
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我在九年前加入了玩具公司。
00:22
I began开始 working加工 at a toy玩具 company公司
nine years年份 ago.
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刚入职的时候,
00:26
When I first started开始 working加工 there,
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00:28
I proposed建议 many许多 new ideas思路
to my boss老板 every一切 day.
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我每天想好多新的点子,并向上司提案。
00:32
However然而, my boss老板 always asked
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但上司总是跟我这样说:
你有销量的预测数据吗?
00:34
if I had the data数据 to prove证明 it would sell,
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00:37
and asked me to think of product产品
development发展 after analyzing分析 market市场 data数据.
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你要先分析市场数据,再来考虑商品设计。
数据、数据、数据、
00:40
Data数据, data数据, data数据.
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我就改从分析数据开始考虑商品的设计,
00:42
So I analyzed分析 the market市场 data数据
before thinking思维 of a product产品.
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00:46
However然而, I was unable无法 to think
of anything new at that moment时刻.
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但这样做之后,我就什么新点子都想不出来了。
00:51
(Laughter笑声)
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(笑声)
00:52
My ideas思路 were unoriginal非独创的.
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想出来的方案总是似曾相识,
渐渐地就什么也想不出来了,
00:54
I wasn't getting得到 any new ideas思路
and I grew成长 tired of thinking思维.
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思考变成了一件痛苦的事,
00:58
It was so hard that I became成为 this skinny枯瘦.
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最终变成这样皮包骨的一个人。
(笑声)
01:03
(Laughter笑声)
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真的是这样。(鼓掌)
01:05
It's true真正.
(Applause掌声)
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大家大概有相似的心情和经历吧:
01:08
You've all probably大概 had
similar类似 experiences经验 and felt this way too.
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上司好苛刻,看数据好痛苦,
思考这件事也好讨厌。
01:12
Your boss老板 was being存在 difficult.
The data数据 was difficult.
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01:14
You become成为 sick生病 of thinking思维.
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如今,我舍弃了数据。
01:16
Now, I throw out the data数据.
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01:19
It's my dream梦想 to create创建 new toys玩具.
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做出全新的玩具是我的梦想。
现在,代替数据分析,
01:22
And now, instead代替 of data数据,
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我利用接龙游戏来产生新点子。
01:24
I'm using运用 a game游戏 called ShiritoriShiritori
to come up with new ideas思路.
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01:29
I would like to introduce介绍
this method方法 today今天.
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今天,我来把这个开拓思维的方法介绍给大家。
01:32
What is ShiritoriShiritori?
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接龙是这样玩的:
01:34
Take apple苹果, elephant
and trumpet喇叭, for example.
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ringo — gorira — rappa
(苹果) — (猩猩) — (小号)
01:37
It's a game游戏 where
you take turns saying words
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用前一个单词的最后一个音,开始下一个单词。
01:39
that start开始 with the last letter
of the previous以前 word.
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日语和英语玩起来都差不多。
01:41
It's the same相同 in Japanese日本 and English英语.
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就这样自由地玩一下接龙:
01:43
You can play ShiritoriShiritori as you like:
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01:46
"neko, kora戈拉, raiburaibu, burashiburashi," etc等等, etc等等.
[Cat, cola可乐, concert音乐会, brush]
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neco — co-ra — raibu — burashi
(猫咪)—(可乐)—(演唱会)—(刷子)
如此以往,会出现许多随机的词汇。
01:49
Many许多 random随机 words will come out.
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然后把这些无关的词汇
01:52
You force those words to connect to what
you want to think of and form形成 ideas思路.
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与自己思考的东西结合起来,
就能想出新的点子。
01:57
In my case案件, for example,
since以来 I want to think of toys玩具,
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举我的例子,我考虑的东西是玩具,
02:00
what could a toy玩具 cat be?
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那么就想”玩具猫咪”是什么样的,
从高处转一圈下来着地的玩具猫咪。
02:03
A cat that lands土地 after doing
a somersault翻筋斗 from a high place地点?
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“玩具可乐”是什么样的?
02:07
How about a toy玩具 with cola可乐?
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从玩具枪里射出可乐,把对手打的黏糊糊的玩具。
02:09
A toy玩具 gun where you shoot射击 cola可乐
and get someone有人 soaking浸水 wet湿?
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(笑声)
02:12
(Laughter笑声)
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天马行空也没关系,关键是思绪要保持流动。
02:13
Ridiculous荒谬 ideas思路 are okay.
The key is to keep them flowing流动.
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这样做就能不断的产生想法,
02:16
The more ideas思路 you produce生产, you're sure
to come up with some good ones那些, too.
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从中肯定能产生好点子。
比如说刷子。
02:21
A brush, for example.
Can we make a toothbrush牙刷 into a toy玩具?
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我们能不能把牙刷做成玩具?
比如说把牙刷和吉他合体,
02:26
We could combine结合
a toothbrush牙刷 with a guitar吉他 and --
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“戛戛戛戛戛——”
02:30
(Music音乐 noises噪音) --
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一边刷牙一边演奏乐曲的玩具。
02:32
you've got a toy玩具 you can play with
while brushing刷牙 your teeth.
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(笑声)(鼓掌)
02:35
(Laughter笑声) (Applause掌声)
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讨厌刷牙的小朋友说不定就能喜欢上刷牙呢。
02:37
Kids童装 who don't like to brush
their teeth might威力 begin开始 to like it.
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02:41
Can we make a hat帽子 into a toy玩具?
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能不能把帽子做成玩具?
像俄罗斯轮盘赌一样,
大家一个个击鼓传“帽”,
02:44
How about something like a roulette轮盘赌 game游戏,
where you try the hat帽子 on one by one,
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02:48
and then, when someone有人 puts看跌期权 it on,
a scary害怕 alien外侨 breaks休息 through通过 the top最佳
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有谁带上帽子的瞬间,头顶突然
“嘎——”地尖叫着出现凶暴的外星人。
02:53
screaming尖叫, "Ahh!"
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开轰趴的时候可能会需要这个吧。
02:55
I wonder奇迹 if there would be
a demand需求 for this at parties派对?
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02:58
Ideas思路 that didn't come out while you stare
at the data数据 will start开始 to come out.
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盯着屏幕看数据,
绝对不会产生这样的想法。
03:03
Actually其实, this bubble泡沫 wrap,
which哪一个 is used to pack fragile脆弱 objects对象,
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实际上,这种包装材料,
用来包装易碎品的气泡塑料纸,
03:09
combined结合 with a toy玩具,
made制作 Mugen木根 Pop流行的 Pop流行的,
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把这个做成了一种叫做无限汽泡纸的玩具,
03:14
a toy玩具 where you can pop流行的
the bubbles泡泡 as much as you like.
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可以用手指想怎么捏就怎么捏的玩具,
03:17
It was a big hit击中 when it reached到达 stores商店.
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问世以来大获成功,
这跟数据可没什么关系。
03:20
Data数据 had nothing to do with its success成功.
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只是这样噗嗤噗嗤地捏气泡,
03:22
Although虽然 it's only popping bubbles泡泡,
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真是一种派遣无聊的好办法。
03:25
it's a great way to kill time,
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今天一整天,在座的大伙儿请传着玩吧。
03:27
so please pass通过 this around
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03:29
amongst其中包括 yourselves你自己 today今天 and play with it.
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(鼓掌)
03:32
(Applause掌声)
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就这样,无聊的点子不断涌现,
03:36
Anyway无论如何, you continue继续 to come up with
useless无用 ideas思路.
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大家一起来想想无聊的点子吧。
03:39
Think up many许多 trivial不重要的 ideas思路, everyone大家.
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如果你的创意要以分析为基石,
知道你要努力的方向,
03:41
If you base基础 your ideas思路 on data数据 analysis分析
and know what you're aiming瞄准 for,
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03:45
you'll你会 end结束 up trying too hard,
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就会用力过度,没办法产生新的东西。
03:48
and you can't produce生产 new ideas思路.
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就算你知道自己的目标,
03:50
Even if you know what your aim目标 is,
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03:52
think of ideas思路 as freely自如 as if you were
throwing投掷 darts飞镖 with your eyes眼睛 closed关闭.
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要想闭着眼投飞镖一样
自由地思考各种想法。
03:56
If you do this, you surely一定 will hit击中
somewhere某处 near the center中央.
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这样做,一定能接近靶心,
至少有一次(能实现)。
03:59
At least最小 one will.
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而那就是你要选的(答案)。
04:00
That's the one you should choose选择.
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这样做就能让想法
04:02
If you do so, that idea理念 will be in demand需求
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响应需求,更能新颖独特。
04:05
and, moreover此外, it will be brand new.
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这就是我的做法。
04:08
That is how I think of new ideas思路.
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04:10
It doesn't have to be ShiritoriShiritori;
there are many许多 different不同 methods方法.
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除了接龙游戏,别的方法也能奏效。
只要能积累随机的单词就行。
04:13
You just have to choose选择 words at random随机.
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啪啦啪啦地去翻字典就能积累单词,
04:15
You can flip翻动 through通过 a dictionary字典
and choose选择 words at random随机.
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比如说,查查两个字的词都有哪些,
04:18
For example, you could look up two
random随机 letters and gather收集 the results结果
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或者到商店里查商品的名称,
04:22
or go to the store商店
and connect product产品 names
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然后跟自己考虑的问题结合起来。
04:26
with what you want to think of.
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关键在于,
不要在自己思考的范畴之内搜集信息,
04:29
The point is to gather收集 random随机 words,
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04:33
not information信息 from the category类别
you're thinking思维 for.
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而要去收集随机的单词。
04:36
If you do this, the ingredients配料 for
the association协会 of ideas思路 are collected
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这样做的话,头脑中
就搜集到了各种各样用于联想的材料,
04:42
and form形成 connections连接
that will produce生产 many许多 ideas思路.
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结合起来就能闪现各种各样的想法。
04:45
The greatest最大 advantage优点 to this method方法
is the continuous连续 flow of images图片.
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这个方法最大的优点就在于印象的持续性。
04:49
Because you're thinking思维
of one word after another另一个,
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因为按照一定的顺序考虑单词,
上一个单词的印象还残存着,
04:52
the image图片 of the previous以前 word
is still with you.
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这个印象就能与下一个单词的印象自动结合,
04:54
That image图片 will automatically自动
be related有关 with future未来 words.
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在无意识之中,演唱会和刷子相结合,
04:57
Unconsciously不知不觉, a concert音乐会 will
be connected连接的 to a brush
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05:00
and a roulette轮盘赌 game游戏
will be connected连接的 to a hat帽子.
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轮盘赌和帽子相结合,
05:02
You wouldn't不会 even realize实现 it.
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在自己也没察觉的情况下,
就能产生用其他方法都无法想出来的点子。
05:03
You can come up with ideas思路 that
you wouldn't不会 have thought of otherwise除此以外.
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这个方法当然不仅仅适用于开发玩具,
05:07
This method方法 is, of course课程,
not just for toys玩具.
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也能用于图书、APP、活动等等
05:09
You can collect搜集 ideas思路 for books图书, apps应用,
events事件, and many许多 other projects项目.
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其他的企划创意。
05:13
I hope希望 you all try this method方法.
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请大家一定要试试看。
数据当中会产生未来。
05:18
There are futures期货 that are born天生 from data数据.
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不过,我用接龙这个傻傻的游戏,
05:21
However然而, using运用 this silly愚蠢 game游戏
called ShiritoriShiritori,
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期待创造出大家根本无法想象的、
05:25
I look forward前锋 to
the exciting扣人心弦 future未来 you will create创建,
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令人心潮澎湃的未来。
05:28
a future未来 you couldn't不能 even imagine想像.
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非常感谢。
05:32
Thank you very much.
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(鼓掌)
05:34
(Applause掌声)
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Translated by Karen SONG
Reviewed by Lee Li

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ABOUT THE SPEAKER
Shimpei Takahashi - Toy designer
Shimpei Takahashi thinks we should forget about analyzing data or sales figures and just come up with ideas -- lots and lots of ideas.

Why you should listen

Shimpei Takahashi has developed many toys for Bandai, including the popular Mugen Puchi Puchi, a game that exploits the universal love of popping bubble wrap. The toy received the Grand Prize "Trendy Toy" Award from the Japan Toy Association.

In 2005, Takahashi invented a board game called Simpei, while he also works in the digital realm, having designed the social gaming app, Onedari Wanko (Fawning Puppy).

More profile about the speaker
Shimpei Takahashi | Speaker | TED.com