TEDxPeachtree
Dana Kanze: The real reason female entrepreneurs get less funding
达娜·观世: 女性创业者募集到的资金更少的真正原因
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Readability: 5.8
1,958,377 views
在美国，女性创立了39%的企业，但女性企业家只获得了2%的风险投资。造成这种差距的原因是什么？Dana Kanze分享的研究表明，这可能是初创企业创始人路演时被问到的问题。无论你是在开始一项新业务，还是仅仅是进行一次谈话，一起来学习如何发现被问到的是哪种问题——以及如何更有效地回应。
Dana Kanze - Researcher
Dana Kanze is a doctoral fellow at Columbia Business School where she applies behavioral insights to understand sources of inequality in entrepreneurship. Full bio
Dana Kanze is a doctoral fellow at Columbia Business School where she applies behavioral insights to understand sources of inequality in entrepreneurship. Full bio
Double-click the English transcript below to play the video.
00:17
This is me at five years old,
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这是我5岁的时候，
正准备跳进这美丽而平静的水潭。
00:19
shortly before jumping
into this beautifully still pool of water.
into this beautifully still pool of water.
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00:24
I soon find out the hard way
that this pool is completely empty
that this pool is completely empty
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我很快就痛苦地发现，
这个水池完全是空的，
这个水池完全是空的，
因为池里的水快结冰了，
00:29
because the ice-cold water
is near freezing
is near freezing
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几乎让我无法呼吸。
00:31
and literally takes my breath away.
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00:35
Even though I already know how to swim,
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即便我已经知道如何游泳，
但不管我怎么努力尝试，
都无法到达水面。
都无法到达水面。
00:37
I can't get up to the water's surface,
no matter how hard I try.
no matter how hard I try.
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00:42
That's the last thing I remember
trying to do before blacking out.
trying to do before blacking out.
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那是在我晕倒前
记得的最后一个事情。
记得的最后一个事情。
00:46
Turns out, the lifeguard on duty
had been chatting with two girls
had been chatting with two girls
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原来，当我跳进去的
时候，当值救生员
时候，当值救生员
在跟两位女孩聊天，
00:49
when I jumped in,
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00:51
and I was soon underwater,
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并且我很快就沉入水中，
所以他无法看到或听到我的挣扎。
00:53
so he couldn't actually
see or hear me struggle.
see or hear me struggle.
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我最终被在泳池旁
散步的一位女孩解救，
散步的一位女孩解救，
00:57
I was eventually saved
by a girl walking near the pool
by a girl walking near the pool
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她碰巧低头看到了我。
01:00
who happened to look down and see me.
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01:04
The next thing I know,
I'm getting mouth-to-mouth
I'm getting mouth-to-mouth
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接下来我只记得，
有人给我做了人工呼吸，
有人给我做了人工呼吸，
并快速把我送去医院，
以确定我的大脑是否受到损伤。
以确定我的大脑是否受到损伤。
01:06
and being rushed to the hospital
to determine the extent of my brain loss.
to determine the extent of my brain loss.
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01:11
If I had been flailing
at the water's surface,
at the water's surface,
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如果我一直在水面挣扎，
救生员可能会很快注意到并来救我。
01:15
the lifeguard would have noticed
and come to save me.
and come to save me.
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01:19
I share this near-death experience
because it illustrates
because it illustrates
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我分享这个濒死体验，是因为它反映了
隐藏在表面之下的事物是多么的危险。
01:22
how dangerous things are
when they're just beneath the surface.
when they're just beneath the surface.
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01:27
Today, I study implicit
gender bias in start-ups,
gender bias in start-ups,
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今天，我致力于研究
初创企业中的隐性性别偏见，
初创企业中的隐性性别偏见，
基于相似的理由，我认为这会比
01:31
which I consider to be
far more insidious than mere overt bias
far more insidious than mere overt bias
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公开的偏见更阴险。
01:36
for this very same reason.
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01:38
When we see or hear an investor
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当我们看到或听到一位投资人
对一个创业者做出了不当言行，
01:40
behaving inappropriately
towards an entrepreneur,
towards an entrepreneur,
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我们注意到了问题所在，
01:43
we're aware of the problem
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并且至少有机会去做点什么。
01:45
and at least have a chance
to do something about it.
to do something about it.
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01:49
But what if there are subtle differences
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但如果投资者和创业者之间的交流
01:52
in the interactions
between investors and entrepreneurs
between investors and entrepreneurs
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存在会影响最终结果，
而且是我们没有意识到，
01:56
that can affect their outcomes,
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01:58
differences that we're not conscious of,
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无法直接看到或者听到的细微差别，
会怎样呢？
02:02
that we can't directly see or hear?
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02:06
Before studying start-ups
at Columbia Business School,
at Columbia Business School,
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在哥伦比亚商学院研究初创企业前，
我花了5年时间运作
自己的公司和募集资金。
自己的公司和募集资金。
02:09
I spent five years running
and raising money for my own start-up.
and raising money for my own start-up.
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02:13
I remember constantly racing around
to meet with prospective investors
to meet with prospective investors
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我记得总是跑来跑去
见各种潜在的投资人，
见各种潜在的投资人，
一边尝试着管理我的生意。
02:18
while trying to manage my actual business.
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我曾一度开玩笑说我不情愿地向
02:20
At one point I joked
that I had reluctantly pitched
that I had reluctantly pitched
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02:23
each and every family member,
friend, colleague, angel investor
friend, colleague, angel investor
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每一个亲人，朋友，同事，天使投资人
和密西西比这边的风险投资人推销。
02:27
and VC this side of the Mississippi.
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02:30
Well, in the process of speaking
to all these investors,
to all these investors,
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在跟所有这些投资人的交谈中，
我注意到一些有趣的事情。
02:33
I noticed something
interesting was happening.
interesting was happening.
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我会比我的男性合伙人多问到
一些非常不同的问题。
一些非常不同的问题。
02:35
I was getting asked a very different
set of questions than my male cofounder.
set of questions than my male cofounder.
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我被问到了几乎所有
可能会让项目出错
可能会让项目出错
02:39
I got asked just about everything
that could go wrong with the venture
that could go wrong with the venture
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导致投资人损失的问题，
02:43
to induce investor losses,
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而我的男性合伙人被问到的则是
我们企业的自主经营潜力，
我们企业的自主经营潜力，
02:45
while my male cofounder was asked
about our venture's home run potential
about our venture's home run potential
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如何使投资者收益最大化，
02:49
to maximize investor gains,
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基本都是那些符合
投资公司利益的问题。
投资公司利益的问题。
02:51
essentially everything
that could go right with the venture.
that could go right with the venture.
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他被问到我们打算发展多少新客户，
02:54
He got asked how many new customers
we were going to bring on,
we were going to bring on,
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而我被问到我们打算如何
留住我们已有的客户。
留住我们已有的客户。
02:57
while I got asked how we were going
to hang on to the ones we already had.
to hang on to the ones we already had.
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作为公司的CEO，
我发现这点相当奇怪。
我发现这点相当奇怪。
03:01
Well, as the CEO of the company,
I found this to be rather odd.
I found this to be rather odd.
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事实上，我感到有些抓狂。
03:05
In fact, I felt like
I was taking crazy pills.
I was taking crazy pills.
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03:09
But I eventually
rationalized it by thinking,
rationalized it by thinking,
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但我最终想办法把它合理化了，
也许这与我自我介绍的方式有关，
03:11
maybe this has to do
with how I'm presenting myself,
with how I'm presenting myself,
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或者这只是我的创业公司独有的问题。
03:13
or it's something
simply unique to my start-up.
simply unique to my start-up.
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03:17
Well, years later I made the difficult
decision to leave my start-up
decision to leave my start-up
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几年后，我做了个艰难的决定，
离开了我的初创公司，
离开了我的初创公司，
这样我就能追求我的
终生梦想——拿到博士学位。
终生梦想——拿到博士学位。
03:21
so I could pursue a lifelong dream
of getting my PhD.
of getting my PhD.
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在哥伦比亚大学，我学到了一种
03:25
It was at Columbia that I learned
about a social psychological theory
about a social psychological theory
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由托利•希金斯教授提出的
名为“调节焦点理论”的社会心理学理论，
名为“调节焦点理论”的社会心理学理论，
03:29
originated by Professor Tory Higgins
called "regulatory focus,"
called "regulatory focus,"
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它区分了促进和防御
03:34
which differentiates between
two distinct motivational orientations
two distinct motivational orientations
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这两种截然不同的动机取向。
03:37
of promotion and prevention.
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03:40
A promotion focus is concerned with gains
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促进焦点专注于收益
和强调理想，成就和进步需求，
03:42
and emphasizes hopes, accomplishments
and advancement needs,
and advancement needs,
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而防御焦点专注于损失
03:47
while a prevention focus
is concerned with losses
is concerned with losses
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并强调保险、责任和安全需求。
03:49
and emphasizes safety,
responsibility and security needs.
responsibility and security needs.
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03:54
Since the best-case scenario
for a prevention focus
for a prevention focus
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因为防御焦点的最佳方案是
保持现状，
03:57
is to simply maintain the status quo,
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有点像我们踩水只是为了浮在水面上，
04:00
this has us treading water
just to stay afloat,
just to stay afloat,
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而促进焦点却是为了
让我们朝正确的方向游去。
让我们朝正确的方向游去。
04:03
while a promotion focus instead
has us swimming in the right direction.
has us swimming in the right direction.
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这只是我们能走多远的问题。
04:08
It's just a matter
of how far we can advance.
of how far we can advance.
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04:13
Well, I had my very own eureka moment
when it dawned on me
when it dawned on me
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当看到这个理论时我灵光一闪，
促进焦点的概念
04:16
that this concept of promotion
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听起来很像向我的
男性合伙人提出的问题，
男性合伙人提出的问题，
04:18
sounded a lot like the questions
posed to my male cofounder,
posed to my male cofounder,
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而防御焦点代表了问我的那些问题。
04:21
while prevention resembled
those questions asked of me.
those questions asked of me.
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04:26
As an entrepreneurship scholar,
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作为一位创业者学者，
我开始深入研究创业融资问题，
04:27
I started digging into the research
on start-up financing
on start-up financing
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并发现在男性和女性创始人的
04:31
and discovered there's an enormous gap
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融资数额上存在巨大的鸿沟。
04:33
between the amount of funds
that male and female founders raise.
that male and female founders raise.
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04:38
Although women found
38 percent of US companies,
38 percent of US companies,
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虽然女性创建了38%的美国公司，
04:43
they only get two percent
of the venture funding.
of the venture funding.
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她们只拿到2%的投资基金。
04:47
I got to thinking:
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我于是就想：
如果这种资金落差不是
因为任何男人和女人
因为任何男人和女人
04:49
what if this funding gap is not due
to any fundamental difference
to any fundamental difference
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所成立公司的根本差异导致的呢？
04:53
in the businesses
started by men and women?
started by men and women?
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04:56
What if women get less funding than men
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如果女性比男性得到更少的融资
是因为被询问的问题
不一样所导致的呢？
不一样所导致的呢？
04:59
due to a simple difference
in the questions that they get asked?
in the questions that they get asked?
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05:04
After all, when it comes
to venture funding,
to venture funding,
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毕竟涉及到企业融资时，
企业需要说服投资人相信
他们公司的自主经营潜力。
他们公司的自主经营潜力。
05:06
entrepreneurs need to convince investors
of their start-up's home run potential.
of their start-up's home run potential.
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仅仅证明你
05:11
It's not enough to merely demonstrate
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不会让投资人亏钱是不够的。
05:13
you're going to lose
your investors' money.
your investors' money.
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所以如果女性进行的是一场防御焦点
05:15
So it makes sense that women
would be getting less funding than men
would be getting less funding than men
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而非促进焦点的对话，
05:19
if they're engaging
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她们拿到的钱
比男性少就说得过去了，
比男性少就说得过去了，
05:20
in prevention as opposed to
promotion-oriented dialogues.
promotion-oriented dialogues.
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在纽约市举办的
05:24
Well, I got the chance
to test this hypothesis
to test this hypothesis
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自2010年设立的
05:27
on companies with similar quality
and funding needs across all years
and funding needs across all years
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名为TechCrunch Disrupt
Startup battle 的融资竞赛中，
Startup battle 的融资竞赛中，
05:32
at the funding competition
known as TechCrunch Disrupt
known as TechCrunch Disrupt
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我找机会从有相似品质
和融资需求的公司身上
和融资需求的公司身上
05:35
Startup Battlefield has run
in New York City
in New York City
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验证了这一假设。
05:38
since its inception in 2010.
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05:42
TechCrunch is widely regarded as
the ideal place for start-ups to launch,
the ideal place for start-ups to launch,
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TechCrunch被广泛认为是
启动创业公司的理想场合，
启动创业公司的理想场合，
参加者包括后来家喻户晓的创业公司，
05:46
with participants including start-ups
that have since become household names,
that have since become household names,
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如Dropbox, Fitbit和Mint,
05:50
like Dropbox, Fitbit and Mint,
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向世界顶尖风险投资机构展示自己。
05:52
presenting to some of the world's
most prominent VCs.
most prominent VCs.
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05:56
Well, despite the comparability
of companies in my sample,
of companies in my sample,
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尽管这些公司样本有可比性问题，
但男性主导的创业公司
融资的金额仍然是
融资的金额仍然是
06:00
male-led start-ups went on
to raise five times as much funding
to raise five times as much funding
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女性主导的5倍之多。
06:03
as the female-led ones.
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06:06
This made me especially curious to see
what's driving this gender disparity.
what's driving this gender disparity.
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这让我尤其好奇想弄清是什么
导致了这个性别差异。
导致了这个性别差异。
06:11
Well, it took a while,
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这花了点时间，
但我找到了来自TechCrunch的
所有的演示和问答环节的视频，
所有的演示和问答环节的视频，
06:12
but I got my hands on all the videos of
both the pitches and the Q and A sessions
both the pitches and the Q and A sessions
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并把它们转录成文本。
06:17
from TechCrunch,
and I had them transcribed.
and I had them transcribed.
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06:20
I first analyzed the transcripts
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我首先通过一个名为
LIWC的语言查询和字数统计软件中
06:22
by loading a dictionary
of regulatory-focused terms
of regulatory-focused terms
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加载一个调节定向的
术语词典来分析这些文本。
术语词典来分析这些文本。
06:26
into the Linguistic Inquiry
and Word Count software called LIWC.
and Word Count software called LIWC.
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LIWC软件统计了
06:30
This LIWC software
generated the frequencies
generated the frequencies
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转录文本中促进和防御的频次。
06:32
of promotion and prevention words
in the transcribed text.
in the transcribed text.
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第二种方法是，
06:36
As a second method,
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我的每一个问题和答案
都是由哥伦比亚大学的
都是由哥伦比亚大学的
06:38
I had each of the questions
and answers manually coded
and answers manually coded
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托利·希金斯研究实验室手工编写的。
06:42
by the Tory Higgins
Research Lab at Columbia.
Research Lab at Columbia.
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06:46
Regardless of the topic at hand,
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不管手头的话题是什么，
意图都可以在促进或防御中被框定。
06:48
an intention can be framed
in promotion or prevention.
in promotion or prevention.
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让我们以前面简要提到的
客户这个话题为例。
客户这个话题为例。
06:52
Let's take that topic of customers
I mentioned briefly earlier.
I mentioned briefly earlier.
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06:57
A promotion-coded question sounds like,
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促进类的问题大多是这样，
“你今年打算获取多少新用户？”
06:59
"How many new customers
do you plan to acquire this year?"
do you plan to acquire this year?"
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而预防类的问题多是，
07:02
while a prevention-coded one sounds like,
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“你打算如何留住你现有的用户？”
07:05
"How do you plan to retain
your existing customers?"
your existing customers?"
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07:09
During the same time,
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与此同时，
我也收集了
07:10
I also gathered background information
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对创业公司和创业者来说可能
会影响他们融资的背景信息，
会影响他们融资的背景信息，
07:13
on the start-ups and entrepreneurs
that can affect their funding outcomes,
that can affect their funding outcomes,
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如创业公司的年限，质量和资金需求
07:17
like the start-up's age,
quality and funding needs
quality and funding needs
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以及创业的历史经验，
07:20
and the entrepreneur's past experience,
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这样我就可以在分析中使用
这些数据点作为对照。
这些数据点作为对照。
07:22
so I could use these data points
as controls in my analysis.
as controls in my analysis.
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07:26
Well, the very first thing that I found
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我首先发现的是
他们的创业宣讲的方式并无差异。
07:29
is that there's no difference in the way
entrepreneurs present their companies.
entrepreneurs present their companies.
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换句话说，男性和女性创业者
07:33
In other words, both male
and female entrepreneurs
and female entrepreneurs
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在他们的实际宣讲环节中
所使用的促进和预防语言
所使用的促进和预防语言
07:36
use similar degrees
of promotion and prevention language
of promotion and prevention language
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处于同类水平。
07:40
in their actual pitches.
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所以排除了创业者一方的差异后，
07:42
So having ruled out this difference
on the entrepreneur's side,
on the entrepreneur's side,
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我又转到到投资者这边，
07:45
I then moved on to the investor's side,
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分析了创业者展示环节后的
07:47
analyzing the six minutes of Q&A sessions
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风险投资者参与的6分钟问答环节。
07:50
that entrepreneurs engaged in
with the VCs after pitching.
with the VCs after pitching.
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07:54
When examining the nearly 2,000 questions
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当浏览了将近2千个问题
和这些交流中给出的相应答案时，
07:57
and corresponding answers
in these exchanges,
in these exchanges,
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08:01
both of my methods
showed significant support
showed significant support
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我的方法都显示出了显著支撑
男性创业者会被问促进焦点类问题，
08:04
for the fact that male entrepreneurs
get asked promotion questions
get asked promotion questions
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而女性创业者会被问
防御焦点类问题的事实。
防御焦点类问题的事实。
08:08
and female entrepreneurs
get asked prevention questions.
get asked prevention questions.
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08:12
In fact, a whopping 67 percent
of the questions posed
of the questions posed
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事实上，高达67%抛给
男性创业者的问题是促进焦点的问题，
08:17
to male entrepreneurs
were promotion-focused,
were promotion-focused,
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而有66%抛给女性创业者的
问题是防御焦点的问题。
问题是防御焦点的问题。
08:19
while 66 percent of those posed to female
entrepreneurs were prevention-focused.
entrepreneurs were prevention-focused.
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08:25
What's especially interesting
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尤其有趣的是，
我期待女性风投者的行为
08:27
is that I expected female VCs
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与男性风投者类似。
08:30
to behave similarly to male VCs.
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08:35
Given its prevalence in the popular media
and the venture-funding literature,
and the venture-funding literature,
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鉴于它在大众媒体和
风险投资文献中的流行程度，
风险投资文献中的流行程度，
我期待一丘之貉的同质性
偏好理论在这里成立，
偏好理论在这里成立，
08:39
I expected the birds-of-a-feather
theory of homophily to hold here,
theory of homophily to hold here,
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这意味着男性风投者会在促进问题上
08:44
meaning that male VCs
would favor male entrepreneurs
would favor male entrepreneurs
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偏向男性创业者，
08:47
with promotion questions
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而女性风投者会对
女性创业者做类似的事情。
女性创业者做类似的事情。
08:49
and female VCs would do the same
for female entrepreneurs.
for female entrepreneurs.
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08:53
But instead, all VCs displayed
the same implicit gender bias
the same implicit gender bias
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但相反，所有的风投者都
展示了同样的隐性性别偏见，
展示了同样的隐性性别偏见，
这反映在他们针对男性和女性创业者
08:59
manifested in the regulatory focus
of the questions they posed
of the questions they posed
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提出的问题的调节焦点上。
09:02
to male versus female candidates.
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09:05
So female VCs asked
male entrepreneurs promotion questions
male entrepreneurs promotion questions
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也就是说，女性风投者
会问男性创业者促进问题，
会问男性创业者促进问题，
然后转过来问女性创业者防御问题，
09:09
and then turned around and asked
female entrepreneurs prevention questions
female entrepreneurs prevention questions
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就跟男性风投者一样。
09:13
just like the male VCs did.
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09:16
So given the fact
that both male and female VCs
that both male and female VCs
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所以考虑到男性和女性风投
都展示出了这种隐性性别偏见，
09:19
are displaying this implicit gender bias,
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这对创业融资的结果
有什么潜在影响吗？
有什么潜在影响吗？
09:22
what effect, if any, does this have
on start-up funding outcomes?
on start-up funding outcomes?
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09:27
My research shows
it has a significant effect.
it has a significant effect.
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我的研究揭示了显著的影响。
09:31
The regulatory focus of investor questions
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投资者的调节焦点问题
不仅可以预测出创业公司在
09:33
not only predicted
how well the start-ups would perform
how well the start-ups would perform
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TechCrunch Disrupt竞赛中的表现，
09:37
at the TechCrunch Disrupt competitions
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而且也能预测出创业公司在
公开市场能得到多少资金。
公开市场能得到多少资金。
09:40
but also how much funding the start-ups
went on to raise in the open market.
went on to raise in the open market.
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09:45
Those start-ups who were asked
predominantly promotion questions
predominantly promotion questions
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那些主要被问到促进问题的创业者，
其融资金额是被问到防御问题的
09:48
went on to raise
seven times as much funding
seven times as much funding
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创业者的7倍之多。
09:52
as those asked prevention questions.
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09:55
But I didn't stop there.
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但我并没有止步于此。
我随后转而分析创业者
对这些问题的回应，
对这些问题的回应，
09:57
I then moved on to analyze entrepreneurs'
responses to those questions,
responses to those questions,
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我发现创业者会对他们得到的问题
10:01
and I found that entrepreneurs
are apt to respond in kind
are apt to respond in kind
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做出对应的回应，
10:05
to the questions they get,
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意思是促进的问题会得到促进的答复，
10:07
meaning a promotion question
begets a promotion response
begets a promotion response
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而预防的问题会得到预防的回应。
10:10
and a prevention question
begets a prevention response.
begets a prevention response.
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我们可能都对此有直观的理解，
10:13
Now, this might make
intuitive sense to all of us here,
intuitive sense to all of us here,
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但在风险投资的背景下，
它会带来一些不幸的后果。
它会带来一些不幸的后果。
10:17
but it has some unfortunate consequences
in this context of venture funding.
in this context of venture funding.
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10:22
So what ends up happening
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所以最后，
男性创业者被问到促进问题，
10:24
is that a male entrepreneur
gets asked a promotion question,
gets asked a promotion question,
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给了他这种“奢侈”，从而得以增强其
10:27
granting him the luxury
to reinforce his association
to reinforce his association
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处于可以获得实物回报的
有利位置的联想，
有利位置的联想，
10:31
with the favorable domain
of gains by responding in kind,
of gains by responding in kind,
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而女性创业者被问到预防问题，
10:35
while a female entrepreneur
gets asked a prevention question
gets asked a prevention question
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无形中加重了她会
10:38
and inadvertently
aggravates her association
aggravates her association
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亏损的不利境地的联想。
10:41
with the unfavorable domain
of losses by doing so.
of losses by doing so.
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这些回答会引发风险投资家
随后提出的带偏见的问题，
随后提出的带偏见的问题，
10:45
These responses then trigger venture
capitalists' subsequent biased questions,
capitalists' subsequent biased questions,
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这些问题和答案共同
助长了偏见的循环，
助长了偏见的循环，
10:50
and the questions and answers
collectively fuel a cycle of bias
collectively fuel a cycle of bias
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只会使性别偏见永远存在下去。
10:54
that merely perpetuates
the gender disparity.
the gender disparity.
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非常令人沮丧，对吧？
10:57
Pretty depressing stuff, right?
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10:59
Well, fortunately, there's
a silver lining to my findings.
a silver lining to my findings.
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幸运的是，我的发现还有一线希望。
11:03
Those plucky entrepreneurs
who managed to switch focus
who managed to switch focus
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那些成功地用促进答案回应防御问题
从而扭转关注点的勇敢创业者
11:07
by responding to prevention questions
with promotion answers
with promotion answers
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融资的金额要比
11:11
went on to raise 14 times more funding
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用防御答案回应防御问题的
11:15
than those who responded
to prevention questions
to prevention questions
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创业者高14倍。
11:17
with prevention answers.
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11:19
So what this means
is that if you're asked a question
is that if you're asked a question
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所以这就意味着假如你被问到了
捍卫你初创公司市场份额的问题，
11:22
about defending
your start-up's market share,
your start-up's market share,
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你最好根据整个市场蛋糕的大小
11:25
you'd be better served
to frame your response
to frame your response
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和增长潜力来设计您的回应，
11:27
around the size and growth potential
of the overall pie
of the overall pie
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而非表现出只打算
保护自己那一小块蛋糕。
保护自己那一小块蛋糕。
11:31
as opposed to how you merely plan
to protect your sliver of that pie.
to protect your sliver of that pie.
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所以如果我被问到这个问题，
11:36
So if I get asked this question,
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我会说，
11:37
I would say,
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“我们处在一个庞大
且快速增长的市场，
且快速增长的市场，
11:39
"We're playing in such a large
and fast-growing market
and fast-growing market
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肯定会吸引新的进入者。
11:42
that's bound to attract new entrants.
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我们打算利用我们企业的独特资产
11:44
We plan to take
increasing share in this market
increasing share in this market
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去增长这个市场的份额。”
11:47
by leveraging our start-up's
unique assets."
unique assets."
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这样一来，我就巧妙地将这一对话
重新引入了对我有利的领域。
重新引入了对我有利的领域。
11:50
I've thus subtly redirected this dialogue
into the favorable domain of gains.
into the favorable domain of gains.
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11:56
Now, these results are quite compelling
among start-ups that launched at TechCrunch
among start-ups that launched at TechCrunch
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这些结果在TechCrunch上启动的
初创企业中相当有说服力，
初创企业中相当有说服力，
但实地数据只能告诉我们调节定向
12:00
but field data can merely tell us
that there's a correlational relationship
that there's a correlational relationship
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和融资之间存在相关关系。
12:04
between regulatory focus and funding.
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因此，我试图通过对天使投资者
12:07
So I sought to see whether
this difference in regulatory focus
this difference in regulatory focus
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和普通人进行对照实验，
12:10
can actually cause funding outcomes
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看看调节定向的这种差异
12:13
by running a controlled experiment
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是否真的导致不同的融资结果。
12:15
on both angel investors
and ordinary people.
and ordinary people.
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12:18
Simulating the TechCrunch
Disrupt environment,
Disrupt environment,
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通过模拟TechCrunch Disrupt的环境，
我参与倾听了4个包括10个问答的
12:21
I had participants listen
to four six-minute audio files
to four six-minute audio files
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6分钟音频，
12:25
of 10 question-and-answer exchanges
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这些问题包含促进和预防用语，
12:28
that were manipulated
for promotion and prevention language,
for promotion and prevention language,
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然后让他们按认为合适的方式
12:31
and then asked them
to allocate a sum of funding
to allocate a sum of funding
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为每个企业分配资金。
12:34
to each venture as they saw fit.
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12:36
Well, my experimental results
reinforced my findings from the field.
reinforced my findings from the field.
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我的实验结果印证了我实地的发现。
那些被问到促进问题场景的创业者
12:41
Those scenarios where entrepreneurs
were asked promotion questions
were asked promotion questions
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募集到的资金是
12:45
received twice the funding allocations
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被问预防问题者的两倍。
12:47
of those where entrepreneurs
were asked prevention questions.
were asked prevention questions.
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12:51
What's especially promising
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尤其有前景的是
那些接收到预防问题
12:53
is the fact that those scenarios
where entrepreneurs switched
where entrepreneurs switched
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但成功将问题进行转变的创业者
12:56
as opposed to matched focus
when they received prevention questions
when they received prevention questions
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从两边的参与者中拿到了更多的资金。
13:00
received significantly more funding
from both sets of participants.
from both sets of participants.
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13:06
So to my female entrepreneurs out there,
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女企业家们，
这是几点你能做的事情。
13:08
here are a couple
simple things you could do.
simple things you could do.
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首先是认可你被问到的问题。
13:11
The first is to recognize
the question you're being asked.
the question you're being asked.
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你是不是被问到了预防问题？
13:15
Are you getting a prevention question?
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如果是这种情况，务必回答手头的问题，
13:17
If this is the case, answer
the question at hand by all means,
the question at hand by all means,
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但你要用促进的方式回答，
13:21
but merely frame
your response in promotion
your response in promotion
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从而给你的初创公司争取更多的资金。
13:24
in an effort to garner higher amounts
of funding for your start-ups.
of funding for your start-ups.
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13:29
The unfortunate reality, though,
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虽然，很遗憾，
男性和女性评估初创公司时
13:32
is that both men and women
evaluating start-ups
evaluating start-ups
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在他们的问题中展示了
同样的隐性性别偏见，
同样的隐性性别偏见，
13:35
display the same implicit
gender bias in their questioning,
gender bias in their questioning,
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无意中偏爱男性创业者
多于女性创业者。
多于女性创业者。
13:38
inadvertently favoring
male entrepreneurs over female ones.
male entrepreneurs over female ones.
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13:43
So to my investors out there,
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说给我的投资者们，
我会向你们建议，你们有机会
13:45
I would offer that you have
an opportunity here
an opportunity here
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去更公平地对待问答环节，
13:49
to approach Q&A sessions
more even-handedly,
more even-handedly,
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你不仅仅能做正确的事情，
13:52
not just so that you
could do the right thing,
could do the right thing,
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还可以提升你决策的质量。
13:55
but so that you can improve
the quality of your decision making.
the quality of your decision making.
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14:00
By flashing the same light
on every start-up's potential
on every start-up's potential
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用同样的眼光看待每一个初创企业
盈利和亏损的潜力，
14:04
for gains and losses,
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你让所有值得的创业者脱颖而出，
14:06
you enable all deserving
start-ups to shine
start-ups to shine
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并在这个过程中获得最大的回报。
14:09
and you maximize returns in the process.
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14:12
Today, I get to be that girl
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今天，我要成为那个在泳池旁边
散步的女孩，
14:15
walking by the pool,
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对表面之下
14:17
sounding the alarm
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发生的事情发出警报。
14:19
that something is going on
beneath the surface.
beneath the surface.
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14:23
Together, we have the power
to break this cycle
to break this cycle
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我们齐心协力，就能打破创业募资中
隐性性别偏见的循环。
14:26
of implicit gender bias
in start-up funding.
in start-up funding.
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14:30
Let's give the most promising start-ups,
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让我们给最有前途的初创企业
一个成长和成功的机会，
14:33
regardless of whether
they're led by men or women,
they're led by men or women,
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无论它们是由男性还是女性领导的。
14:36
a fighting chance to grow and thrive.
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谢谢。
14:40
Thank you.
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（鼓掌）
14:41
(Applause)
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ABOUT THE SPEAKER
Dana Kanze - ResearcherDana Kanze is a doctoral fellow at Columbia Business School where she applies behavioral insights to understand sources of inequality in entrepreneurship.
Why you should listen
Prior to embarking upon her PhD, Dana Kanze co-founded and ran a venture-funded startup for five years. Her experiences as a female entrepreneur and CEO inspired her to examine gender distinctions among founders. Her research embraces a mixed methods approach, combining field and archival studies that explore correlational relationships with controlled experiments that develop causal stories. Her work has been published in The Academy of Management and The Harvard Business Review and featured in Bloomberg, Business Insider, Entrepreneur, Forbes, Fortune and The Wall Street Journal, among others. Kanze graduated magna cum laude with a BS in economics from The Wharton School and began her career as an investment banker and strategic consultant.
Dana Kanze | Speaker | TED.com