ABOUT THE SPEAKER
Tim Brown - Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface.

Why you should listen

Tim Brown is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas -- they call it "design thinking."

IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.

IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes. And check out the Global Chain Reaction for a sample of how seriously this firm takes play.

Curious about design thinking? Sign up for an IDEO U design thinking course or check out this free toolkit: Design Thinking for Educators.

More profile about the speaker
Tim Brown | Speaker | TED.com
Serious Play 2008

Tim Brown: Tales of creativity and play

Tim Brown (提姆‧布朗) 谈创造力与游戏

Filmed:
2,240,899 views

在 2008 年的认真的游戏研讨会中,设计师 Tim Brown 演说创造力和游戏的密切关系 - 许多例子你在家里自己试 (但有一个你最好不要)。
- Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio

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

00:16
This is a guy named命名 Bob短发 McKim麦金.
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这位仁兄, 这位仁兄叫做博布‧马金。
00:19
He was a creativity创造力 researcher研究员 in the '60s and '70s,
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'60、'70 年代时他是创造力研究者,
00:24
and also led the Stanford斯坦福 Design设计 Program程序.
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同时负责史丹福大学的设计学程。
00:27
And in fact事实, my friend朋友 and IDEOIDEO founder创办人, David大卫 Kelley凯利,
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事实上,我的朋友兼 IDEO 创办人大卫‧凯利,
00:30
who’s out there somewhere某处, studied研究 under him at Stanford斯坦福.
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他也在场,曾在史丹福当他的学生。
00:36
And he liked喜欢 to do an exercise行使 with his students学生们
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他喜欢要学生做一个练习
00:42
where he got them to take a piece of paper
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要他们拿一张纸
00:47
and draw the person who satSAT next下一个 to them, their neighbor邻居,
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画坐在身边的人,他们的邻座,
00:51
very quickly很快, just as quickly很快 as they could.
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很快地画,越快越好。
00:53
And in fact事实, we’re回覆 going to do that exercise行使 right now.
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事实上,我们就要来做那个练习。
00:56
You all have a piece of cardboard纸板 and a piece of paper.
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你们都有一片纸板和一张纸。
00:59
It’s actually其实 got a bunch of circles on it.
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它有着一堆的圆圈在上面。
01:00
I need you to turn that piece of paper over;
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我要你们把纸翻过来,
01:01
you should find that it’s blank空白 on the other side.
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背面是空白的,是吧?
01:04
And there should be a pencil铅笔.
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也该有一枝铅笔。
01:07
And I want you to pick somebody that’s seated坐在 next下一个 to you,
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我要你找个坐在你旁边的人,
01:11
and when I say, go, you’ve已经 got 30 seconds to draw your neighbor邻居, OK?
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当我说「开始」,你用 30 秒画你的邻座,好吗?
01:19
So, everybody每个人 ready准备? OK. Off you go.
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都预备好了吗?好了?开始。
01:24
You’ve已经 got 30 seconds, you’d better be fast快速.
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你有 30 秒,最好画快些。
01:27
Come on: those masterpieces名作 ...
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加油,画出杰作。
01:40
OK? Stop. All right, now.
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好?停。很好,到了。
01:43
(Laughter笑声)
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(笑声)
01:45
Yes, lot’s of laughter笑声. Yeah, exactly究竟.
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是呀,很多笑声。就是这样。
01:48
Lots of laughter笑声, quite相当 a bit of embarrassment困窘.
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很多笑声,有点难为情。
01:51
(Laughter笑声)
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(笑声)
01:52
Am I hearing听力 a few少数 "sorry’s"? I think I’m hearing听力 a few少数 sorry’s.
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有人说「不好意思」?我猜我听到有人说「不好意思」。
01:57
Yup, yup, I think I probably大概 am.
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对,对,我有听到。
01:59
And that’s exactly究竟 what happens发生 every一切 time,
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那正是每次都有的事,
02:03
every一切 time you do this with adults成年人.
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每次你要大人做这个。
02:05
McKim麦金 found发现 this every一切 time he did it with his students学生们.
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马金每次要学生做,都发现这样。
02:08
He got exactly究竟 the same相同 response响应: lots and lots of sorry’s.
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得到的反应完全一样:许许多多「不好意思」。
02:12
(Laughter笑声)
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(笑声)
02:13
And he would point this out as evidence证据
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他会指出这是证据
02:17
that we fear恐惧 the judgment判断 of our peers同行,
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我们害怕同侪的评断,
02:20
and that we’re回覆 embarrassed尴尬 about showing展示 our ideas思路
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我们不好意思展现自己的构想
02:24
to people we think of as our peers同行, to those around us.
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给我们的同侪,给周边的人。
02:28
And this fear恐惧 is what causes原因 us
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就是这种害怕使我们
02:32
to be conservative保守 in our thinking思维.
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变成思想上保守。
02:35
So we might威力 have a wild野生 idea理念,
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我们或许有个狂野的想法,
02:37
but we’re回覆 afraid害怕 to share分享 it with anybody任何人 else其他.
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但我们怕和任何人分享。
02:40
OK, so if you try the same相同 exercise行使 with kids孩子,
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好,如果你要儿童做同样的练习,
02:43
they have no embarrassment困窘 at all.
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他们一点都不会难为情。
02:46
They just quite相当 happily高高兴兴 show显示 their masterpiece杰作
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他们都高兴地展现自己的杰作
02:48
to whoever wants to look at it.
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给任何想看它的人。
02:53
But as they learn学习 to become成为 adults成年人,
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但当他们学着长大,
02:56
they become成为 much more sensitive敏感 to the opinions意见 of others其他,
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他们对别人的意见变得大为敏感,
02:59
and they lose失去 that freedom自由 and they do start开始 to become成为 embarrassed尴尬.
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而失去了那个自由,也开始变得难为情。
03:04
And in studies学习 of kids孩子 playing播放, it’s been shown显示
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研究游戏中的儿童,已经一次次
03:07
time after time that kids孩子 who feel secure安全,
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证明了只要孩子们觉得安心、
03:11
who are in a kind of trusted信任 environment环境 --
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是在一种信赖的环境里,
03:14
they’re回覆 the ones那些 that feel most free自由 to play.
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他们就越觉得能尽兴去玩。
03:20
And if you’re回覆 starting开始 a design设计 firm公司, let’s say,
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例如说,你计划要成立一家设计公司,
03:23
then you probably大概 also want to create创建
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你因此可能也要规划一个地方
03:27
a place地点 where people have the same相同 kind of security安全.
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让人感到有安全感。
03:30
Where they have the same相同 kind of security安全 to take risks风险.
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那里他有敢去冒险的安全感。
03:33
Maybe have the same相同 kind of security安全 to play.
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也许有敢去游戏的安全感。
03:37
Before founding创建 IDEOIDEO, David大卫 said that what he wanted to do
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创立 IDEO 之前,大卫说他想做的是
03:42
was to form形成 a company公司 where all the employees雇员 are my best最好 friends朋友.
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组一家员工全是他的好朋友的公司。
03:48
Now, that wasnWASN’t just self-indulgence自我放纵.
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那并不是只自我陶醉。
03:51
He knew知道 that friendship友谊 is a short cut to play.
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他知道,友谊是游戏的关键。
03:57
And he knew知道 that it gives us a sense of trust相信,
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他知道,那给我们信赖感,
04:02
and it allows允许 us then to take the kind of creative创作的 risks风险
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也容许我们去冒创意风险
04:05
that we need to take as designers设计师.
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就是设计师都要冒的风险。
04:08
And so, that decision决定 to work with his friends朋友 --
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所以那种想和朋友一起工作的决定 -
04:12
now he has 550 of them -- was what got IDEOIDEO started开始.
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如今他有 550 位 - 是 IDEO 的缘起。
04:19
And our studios工作室, like, I think, many许多 creative创作的 workplaces工作场所 today今天,
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而我们的工作室,像今天的许多创意工作区一样,
04:23
are designed设计 to help people feel relaxed轻松:
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其设计是要帮助人们觉得放松。
04:26
familiar with their surroundings环境,
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熟悉他们的周遭,
04:29
comfortable自在 with the people that they’re回覆 working加工 with.
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自在地与同事一起工作。
04:33
It takes more than decor装饰, but I think we’ve已经 all seen看到 that
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它不只是装潢,我想你们都知道,
04:36
creative创作的 companies公司 do often经常 have symbols符号 in the workplace职场
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创意公司往往在工作区都有个「象征」
04:41
that remind提醒 people to be playful调皮,
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可以提醒人要敢玩,
04:44
and that it’s a permissive宽容 environment环境.
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以及那是个容许放肆的环境。
04:47
So, whether是否 it’s this microbus面包车 meeting会议 room房间
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因此不论是这个箱型车会议室
04:49
that we have in one our buildings房屋 at IDEOIDEO;
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就在 IDEO 的一栋大楼里,
04:51
or at Pixar皮克斯, where the animators动画 work in wooden huts木屋 and decorated装饰 caves洞穴;
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或在匹克萨,动画师们在木屋及装饰的洞穴里工作。
04:57
or at the GoogleplexGoogleplex的, where
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或在谷歌城,你知道的,
04:59
it’s famous著名 for its [beach海滩] volleyball排球 courts法院,
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它有名的是沙滩排球场,
05:00
and even this massive大规模的 dinosaur恐龙 skeleton骨架 with pink flamingos火烈鸟 on it.
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以及这个巨大的恐龙骨骼及上面的红鹤。
05:04
Don’t know the reason原因 for the pink flamingos火烈鸟,
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不懂红鹤的理由是什么,
05:06
but anyway无论如何, they’re回覆 there in the garden花园.
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但是总之,它们就在庭院里。
05:08
Or even in the Swiss瑞士人 office办公室 of Google谷歌,
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或者,甚至瑞士的谷歌办公室,
05:10
which哪一个 perhaps也许 has the most wacky古怪 ideas思路 of all.
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这里有或许是最搞怪的点子。
05:12
And my theory理论 is, that’s so the Swiss瑞士人 can prove证明
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我的理论是这样的:瑞士可以证明给
05:14
to their Californian加州 colleagues同事 that they’re回覆 not boring无聊.
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加州同事们说,他们不会无聊。
05:17
So they have the slide滑动, and they even have a fireman消防队员’s pole.
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他们有滑梯,他们甚至有消防队的钢管。
05:20
Don’t know what they do with that, but they have one.
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不知他们拿那个做什么,但他们就是有。
05:21
So all of these places地方 have these symbols符号.
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因此, 所有这些地方都有这些「象征」。
05:24
Now, our big symbol符号 at IDEOIDEO is actually其实
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而我们在 IDEO 的大「象征」,实际上
05:27
not so much the place地点, it’s a thing.
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并不是个地点,而是件物品。
05:29
And it’s actually其实 something that we invented发明 a few少数 years年份 ago,
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它实际上是我们几年前发明的东西,
05:32
or created创建 a few少数 years年份 ago.
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或几年前创造出来的。
05:33
It’s a toy玩具; it’s called a "finger手指 blaster冲击波."
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那是个玩具,叫做 「弹射镖」。
05:36
And I forgot忘记 to bring带来 one up with me.
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我忘了带一个上来。
05:38
So if somebody can reach达到 under the chair椅子 that’s next下一个 to them,
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谁可以到旁边那把椅子下,
05:41
you’ll find something taped录音 underneath it.
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你可以找到就贴在座垫底下。
05:43
That’s great. If you could pass通过 it up. Thanks谢谢, David大卫, I appreciate欣赏 it.
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很好。请递给我。谢谢你大卫,感谢。
05:46
So this is a finger手指 blaster冲击波, and you will find that every一切 one of you
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这就是弹射镖,你们都可以找到一个
05:50
has got one taped录音 under your chair椅子.
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贴在你的座垫下。
05:53
And I’m going to run a little experiment实验. Another另一个 little experiment实验.
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我要来个小实验。另一个小实验。
05:57
But before we start开始, I need just to put these on.
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但是开始前,我要戴上这个。
06:00
Thank you. All right.
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谢谢。好了。
06:02
Now, what I’m going to do is, I’m going to see how --
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现在,我要做的是:我要看如何 -
06:05
I can’t see out of these, OK.
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我看不到,好了。
06:06
I’m going to see how many许多 of you at the back of the room房间
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我要看有多少位坐在房间后面的
06:08
can actually其实 get those things onto the stage阶段.
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可以把这些东西射上舞台。
06:10
So the way they work is, you know,
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使用方法是,你知道的,
06:12
you just put your finger手指 in the thing,
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把手指套进去,
06:15
pull them back, and off you go.
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向后拉,放开就射出了。
06:18
So, don不要’t look backwards向后. That’s my only recommendation建议 here.
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不要回头看。这是我唯一的建议。
06:23
I want to see how many许多 of you can get these things on the stage阶段.
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所以我要看有多少人能把它射上舞台。
06:25
So come on! There we go, there we go. Thank you. Thank you. Oh.
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开始了!来吧、来吧。谢谢、谢谢。噢。
06:28
I have another另一个 idea理念. I wanted to -- there we go.
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我有另一个想法。我要 - 来吧。
06:31
(Laughter笑声)
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(笑声)
06:35
There we go.
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来吧。
06:36
(Laughter笑声)
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(笑声)
06:40
Thank you, thank you, thank you.
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谢谢、谢谢、谢谢。
06:41
Not bad, not bad. No serious严重 injuries受伤 so far.
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不错、不错。还没有严重伤害。
06:45
(Laughter笑声)
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(笑声)
06:49
Well, they’re回覆 still coming未来 in from the back there;
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嗯,它们继续从后方飞过来:
06:54
they’re回覆 still coming未来 in.
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继续飞过来。
06:55
Some of you haven避风港’t fired解雇 them yet然而.
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有些人还没有发射。
06:56
Can you not figure数字 out how to do it, or something?
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你不知如何射,或怎么了
06:58
It’s not that hard. Most of your kids孩子 figure数字 out how to do this
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并不难的。大部分小孩都会射
07:01
in the first 10 seconds, when they pick it up.
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拿到后十秒内就会了。
07:04
All right. This is pretty漂亮 good; this is pretty漂亮 good.
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好了。很好、很好。
07:06
Okay, all right. Let’s -- I suppose假设 we'd星期三 better...
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好了。我想我们最好...
07:12
I'd better clear明确 these up out of the way;
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我最好清理一下场地
07:13
otherwise除此以外, I’m going to trip over them.
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否则我会踏到它们。
07:15
All right. So the rest休息 of you can save保存 them
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好。其他人可以留着它
07:18
for when I say something particularly尤其 boring无聊,
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如果我讲得特别无聊时,
07:20
and then you can fire at me.
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就拿来射我。
07:21
(Laughter笑声)
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(笑声)
07:23
All right. I think I’m going to take these off now,
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好了。我要把它脱下,
07:24
because I can’t see a damn该死的 thing when I’ve已经 -- all right, OK.
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因为我看不到东西 - 好了,好。
07:28
So, ah, that was fun开玩笑.
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所以,啊,那真好玩。
07:32
(Laughter笑声)
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(笑声)
07:34
All right, good.
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好了,好。
07:36
(Applause掌声)
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(鼓掌)
07:38
So, OK, so why?
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所以,好,为什么?
07:40
So we have the finger手指 blasters爆破. Other people have dinosaurs恐龙, you know.
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所以我们有弹射镖,其他人有恐龙,你知道的。
07:43
Why do we have them? Well, as I said,
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为何我们要有它?嗯,我说过,
07:45
we have them because we think maybe playfulness嬉闹 is important重要.
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我们有它,因为我们认为:好玩是重要的。
07:49
But why is it important重要?
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但是,为什么重要?
07:51
We use it in a pretty漂亮 pragmatic务实 way, to be honest诚实.
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我们用它在实用上,老实说。
07:54
We think playfulness嬉闹 helps帮助 us get to better creative创作的 solutions解决方案.
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我们认为:好玩帮我们找到更有创意的解答。
07:59
Helps帮助 us do our jobs工作 better,
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帮我们做得更好,
08:01
and helps帮助 us feel better when we do them.
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当我们做事时,帮我们感觉更好。
08:03
Now, an adult成人 encountering遇到 a new situation情况 --
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现在,大人遇到了新的情况 -
08:07
when we encounter遭遇 a new situation情况 we have a tendency趋势
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当我们遇到新情况,我们倾向
08:10
to want to categorize分类 it just as quickly很快 as we can, you know.
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要将它尽快归类。
08:13
And there’s a reason原因 for that: we want to settle解决 on an answer回答.
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这是有道理的。我们想找个解答。
08:19
Life’s complicated复杂; we want to figure数字 out
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生活是复杂的。我们要尽快
08:22
what’s going on around us very quickly很快.
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弄清楚四周的状况。
08:23
I suspect疑似, actually其实, that the evolutionary发展的 biologists生物学家
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我猜,实际上演化论生物学者
08:25
probably大概 have lots of reasons原因 [for] why we want
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或许有很多理由可说明为何
08:27
to categorize分类 new things very, very quickly很快.
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我们要尽快归类事情。
08:30
One of them might威力 be, you know,
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其中一个理由也许是,
08:32
when we see this funny滑稽 stripy条纹 thing:
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当我们看到个怪条纹的东西,
08:33
is that a tiger just about to jump out and kill us?
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那是老虎要跳出来吃人吗?
08:36
Or is it just some weird奇怪的 shadows阴影 on the tree?
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或者只是树上的一些怪影?
08:37
We need to figure数字 that out pretty漂亮 fast快速.
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我们必须很快弄清楚。
08:39
Well, at least最小, we did once一旦.
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嗯,至少我们做过一次。
08:40
Most of us don不要’t need to anymore, I suppose假设.
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我猜,我们大部分都不必再做。
08:42
This is some aluminum foil挫败, right? You use it in the kitchen厨房.
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这是铝箔,对吧?你在厨房里用它。
08:44
That’s what it is, isnISN’t it? Of course课程 it is, of course课程 it is.
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就是那样,不是吗?当然是的、当然是的。
08:47
Well, not necessarily一定.
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嗯,未必吧。
08:49
(Laughter笑声)
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(笑声)
08:51
Kids童装 are more engaged订婚 with open打开 possibilities可能性.
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小孩更愿意接受开放的可能性。
08:54
Now, they’ll certainly当然 -- when they come across横过 something new,
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他们将必然 - 当他们遇到新的事情,
08:56
they’ll certainly当然 ask, "What is it?"
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他们将必然会问:这是什么?
08:58
Of course课程 they will. But they’ll also ask, "What can I do with it?"
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当然他们会。但他们也会问:我能用它做什么?
09:01
And you know, the more creative创作的 of them
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而你知道,比较有创意的小孩
09:03
might威力 get to a really interesting有趣 example.
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将会得到真正有趣的例子。
09:06
And this openness透明度 is the beginning开始 of exploratory探索 play.
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这种开放是探索游戏的开始。
09:11
Any parents父母 of young年轻 kids孩子 in the audience听众? There must必须 be some.
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观众中有人有小孩吗? 一定是有的。
09:14
Yeah, thought so. So we’ve已经 all seen看到 it, haven避风港’t we?
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呀,想必如此。因此我们都看到了,不是吗?
09:17
We’ve已经 all told stories故事 about how, on Christmas圣诞 morning早上,
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我们都说过在圣诞节早上的故事,
09:20
our kids孩子 end结束 up playing播放 with the boxes盒子
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孩子们竟然在玩纸箱,
09:22
far more than they play with the toys玩具 that are inside them.
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而不玩包在里面的玩具。
09:25
And you know, from an exploration勘探 perspective透视,
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你知道的,从探索的角度看,
09:29
this behavior行为 makes品牌 complete完成 sense.
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这种行为是有道理的。
09:31
Because you can do a lot more with boxes盒子 than you can do with a toy玩具.
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因为箱子可以玩的方式比玩具多得多。
09:34
Even one like, say, Tickle痒痒 Me Elmo毛毛 --
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举例而言:像「搔癢娃娃」,
09:37
which哪一个, despite尽管 its ingenuity创造力, really only does one thing,
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它虽有原创性,却只有一个用途,
09:40
whereas boxes盒子 offer提供 an infinite无穷 number of choices选择.
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而箱子却有无限的选择。
09:47
So again, this is another另一个 one of those playful调皮 activities活动
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再一次,这又是一个好玩的活动,
09:49
that, as we get older旧的, we tend趋向 to forget忘记 and we have to relearn重新学习.
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当我们长大后,我们倾向忘记,而要重新学习。
09:54
So another另一个 one of Bob短发 McKim麦金’s favorite喜爱 exercises演习
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因此,博布‧马金的另一个喜爱的练习
09:57
is called the "30 Circles Test测试."
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叫做「30 圈测验」。
09:58
So we’re回覆 back to work. You guys are going to get back to work again.
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因此我们回来工作。你们都要回来工作。
10:01
Turn that piece of paper that you did the sketch草图 on
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把刚才画图的纸翻过来,
10:03
back over, and you’ll find those 30 circles printed印刷的 on the piece of paper.
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背面印有 30 个圆圈。
10:07
So it should look like this. You should be looking at something like this.
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就是这样。你看到的就像这个。
10:09
So what I’m going to do is, I’m going to give you minute分钟,
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我要做什么呢,我要给你一分钟,
10:12
and I want you to adapt适应 as many许多 of those circles as you can
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我要你尽量利用这些圆圈,
10:15
into objects对象 of some form形成.
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画成某些物品。
10:17
So for example, you could turn one into a football足球,
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例如,你可以把一个画成足球,
10:19
or another另一个 one into a sun太阳. All I’m interested有兴趣 in is quantity数量.
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或另一个画成太阳。我要的是数量。
10:22
I want you to do as many许多 of them as you can,
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我要你尽可能画越多越好,
10:25
in the minute分钟 that I’m just about to give you.
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利用我将给你的一分钟。
10:28
So, everybody每个人 ready准备? OK? Off you go.
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准备好了吗?好吗?开始。
10:46
Okay. Put down your pencils铅笔, as they say.
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好了。请放下铅笔。
10:50
So, who got more than five circles figured想通 out?
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谁画超过五个?
10:53
Hopefully希望 everybody每个人? More than 10?
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应该是每个人?超过 10 个?
10:55
Keep your hands up if you did 10.
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如果画满 10 个的,请举手。
10:57
15? 20? Anybody任何人 get all 30?
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15?20?有人画满 30 个?
11:00
No? Oh! Somebody did. Fantastic奇妙.
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没有?喔!有人做到了。好极了。
11:03
Did anybody任何人 to a variation变异 on a theme主题? Like a smiley笑脸 face面对?
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有人用同一主题去变化吗?如笑脸?
11:08
Happy快乐 face面对? Sad伤心 face面对? Sleepy face面对? Anybody任何人 do that?
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快乐脸?悲伤脸?瞌睡脸?有人吗?
11:13
Anybody任何人 use my examples例子? The sun太阳 and the football足球?
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有人用我的例子吗?太阳、足球?
11:17
Great. Cool. So I was really interested有兴趣 in quantity数量.
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很好。酷。我要的是数量。
11:21
I wasnWASN’t actually其实 very interested有兴趣 in whether是否 they were all different不同.
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实际上我不在意它们是否都差别很大。
11:24
I just wanted you to fill in as many许多 circles as possible可能.
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我只是要你们尽量使用圆圈。
11:27
And one of the things we tend趋向 to do as adults成年人, again, is we edit编辑 things.
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大人的另一个倾向,会去编辑东西。
11:32
We stop ourselves我们自己 from doing things.
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我们停住自己,不再去做。
11:33
We self-edit自编辑 as we’re回覆 having ideas思路.
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我们一有想法就自我编辑它。
11:35
And in some cases, our desire欲望 to be original原版的 is actually其实 a form形成 of editing编辑.
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有时候,我们想要有原创性,其实是一种编辑。
11:41
And that actually其实 isnISN’t necessarily一定 really playful调皮.
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而实际上未必真的好玩。
11:45
So that ability能力 just to go for it and explore探索 lots of things,
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因此那种往前探索许多事物的能力,
11:50
even if they don不要’t seem似乎 that different不同 from each other,
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即使它们彼此并不那么不同,
11:52
is actually其实 something that kids孩子 do well, and it is a form形成 of play.
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实际上小孩子做得很好,是一种游戏。
11:58
So now, Bob短发 McKim麦金 did another另一个
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因此,现在博布‧马金做了另一个 -
12:00
version of this test测试
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测验的另一个版本,
12:01
in a rather famous著名 experiment实验 that was doneDONE in the 1960s.
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一个颇有名的实验,在 1960 年代。
12:05
Anybody任何人 know what this is? It’s the peyote仙人掌 cactus仙人掌.
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有人知道这是什么吗?是皮约特仙人掌。
12:10
It’s the plant from which哪一个 you can create创建 mescaline麦司卡林,
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用它可以制造美斯卡灵,
12:12
one of the psychedelic迷幻 drugs毒品.
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一种迷幻剂。
12:14
For those of you around in the '60s, you probably大概 know it well.
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'60 年代的人或许知道。
12:15
McKim麦金 published发表 a paper in 1966, describing说明 an experiment实验
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马金在 1966 年发表了一篇论文,描述一个实验
12:21
that he and his colleagues同事 conducted进行
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由他和他的同事执行的,
12:22
to test测试 the effects效果 of psychedelic迷幻 drugs毒品 on creativity创造力.
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测试迷幻药对创造力的影响。
12:26
So he picked采摘的 27 professionals专业人士 -- they were
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因此他挑选了 27 名专业人士。他们是:
12:33
engineers工程师, physicists物理学家, mathematicians数学家, architects建筑师,
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工程师、物理学者、数学家、建筑师、
12:35
furniture家具 designers设计师 even, artists艺术家 --
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家具设计师、还有艺术家。
12:38
and he asked them to come along沿 one evening晚间,
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他请他们某个晚上过来
12:41
and to bring带来 a problem问题 with them that they were working加工 on.
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带个他们正在处理的问题。
12:48
He gave each of them some mescaline麦司卡林,
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他给每个人吃一些美斯卡灵,
12:50
and had them listen to some nice不错, relaxing放松 music音乐 for a while.
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让他们听一下好听、轻松的音乐。
12:54
And then he did what’s called the Purdue普渡 Creativity创造力 Test测试.
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接着他要他们做所谓的「普度创造力测验」。
13:00
You might威力 know it as, "How many许多 uses使用 can you find for a paper clip?"
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也许你知道,就是:想出回形针有多少用途?
13:03
It’s basically基本上 the same相同 thing as the 30 circles thing that I just had you do.
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基本上和我要你们做的 30 个圆圈一样。
13:07
Now, actually其实, he gave the test测试 before the drugs毒品
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实际上,用药前他也有做测验,
13:09
and after the drugs毒品, to see
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用药后也有,要比较 -
13:13
what the difference区别 was in people’s
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人们在产生构想的熟练度
13:15
facility设施 and speed速度 with coming未来 up with ideas思路.
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和速度上有何不同。
13:18
And then he asked them to go away
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接着他要他们离开
13:19
and work on those problems问题 that they’d brought.
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开始处理带来的问题。
13:23
And they’d come up with a bunch of
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他们都产生了一大堆的
13:25
interesting有趣 solutions解决方案 -- and actually其实, quite相当
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有趣解答,实际上都相当
13:27
valid有效 solutions解决方案 -- to the things that they’d been working加工 on.
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具体的解答用在正处理的问题上。
13:30
And so, some of the things that they figured想通 out,
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他们想出的一些点子,
13:31
some of these individuals个人 figured想通 out;
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这些受试者想出的...
13:33
in one case案件, a new commercial广告 building建造 and designs设计 for houses房屋
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如:新的商业大楼和住屋设计
13:36
that were accepted公认 by clients客户;
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被客户接受了。
13:37
a design设计 of a solar太阳能 space空间 probe探测 experiment实验;
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太阳的太空探测实验设计。
13:41
a redesign重新设计 of the linear线性 electron电子 accelerator加速器;
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线性电子加速器的再设计、
13:46
an engineering工程 improvement起色 to a magnetic磁性 tape胶带 recorder录音机 --
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录音磁带的工程改进。
13:48
you can tell this is a while ago;
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- 这是好几年前的事。
13:49
the completion完成 of a line线 of furniture家具;
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完成家具产品线,
13:53
and even a new conceptual概念上的 model模型 of the photon光子.
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甚至光子的新概念模型。
13:56
So it was a pretty漂亮 successful成功 evening晚间.
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因此,这是个蛮成功的夜晚。
13:58
In fact事实, maybe this experiment实验 was the reason原因 that Silicon Valley
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也许这个实验是硅谷为什么
14:02
got off to its great start开始 with innovation革新.
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在创新上能有那么大的突破。
14:05
We don不要’t know, but it may可能 be.
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我们未得而知,但有可能的。
14:06
We need to ask some of the CEOs老总
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我们要问几位执行长
14:07
whether是否 they were involved参与 in this mescaline麦司卡林 experiment实验.
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他们是否参加了这个美斯卡灵实验。
14:09
But really, it wasnWASN’t the drugs毒品 that were important重要;
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真的,重要的不是药,
14:13
it was this idea理念 that what the drugs毒品 did
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而是实验的发现:
14:14
would help shock休克 people out of their normal正常 way of thinking思维,
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药可以帮人跳出平常的思维方式。
14:17
and getting得到 them to forget忘记 the adult成人 behaviors行为
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让人忘记大人的行为
14:21
that were getting得到 in the way of their ideas思路.
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这些行为有碍创意。
14:24
But it’s hard to break打破 our habits习惯, our adult成人 habits习惯.
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但是很难改变习惯,我们的大人习惯。
14:28
At IDEOIDEO we have brainstorming头脑风暴 rules规则 written书面 on the walls墙壁.
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在 IDEO,我们把脑力激荡规则写在墙上。
14:32
Edicts传旨 like, "Defer推迟 judgment判断," or "Go for quantity数量."
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昭告如下:「延后判断」,或「追求数量」。
14:36
And somehow不知何故 that seems似乎 wrong错误.
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好像这样也不对。
14:37
I mean, can you have rules规则 about creativity创造力?
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我是说,创造力可以有规则吗?
14:39
Well, it sort分类 of turns out that we need rules规则
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好像我们需要规则
14:41
to help us break打破 the old rules规则 and norms规范
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来帮我们打破旧规则及常态
14:44
that otherwise除此以外 we might威力 bring带来 to the creative创作的 process处理.
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否则我们又把它放到创造过程里。
14:48
And we’ve已经 certainly当然 learnt学到了 that over time,
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当然长时来我们已学会它,
14:49
you get much better brainstorming头脑风暴,
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可以有较好的脑力激荡,
14:51
much more creative创作的 outcomes结果 when everybody每个人 does play by the rules规则.
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有更具创意的产出,只要大家遵守规则。
14:57
Now, of course课程, many许多 designers设计师, many许多 individual个人 designers设计师,
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当然,许多设计师、个人设计师,
15:00
achieve实现 this is in a much more organic有机 way.
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以更有机的方式达成这个。
15:02
I think the EamesesEameses are wonderful精彩 examples例子 of experimentation实验.
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我认为,伊姆斯夫妇是实验的最佳实例。
15:07
And they experimented试验 with plywood合板 for many许多 years年份
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他们多年实验各种合板
15:10
without necessarily一定 having one single goal目标 in mind心神.
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未必心中先有单一目标。
15:13
They were exploring探索 following以下 what was interesting有趣 to them.
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他们循着他们的兴趣探索。
15:17
They went from designing设计 splints夹板 for wounded负伤 soldiers士兵
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他们当初是要设计伤兵的断骨夹板
15:19
coming未来 out of World世界 War战争 IIII and the Korean朝鲜的 War战争, I think,
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我想,是为二战及韩战的伤兵。
15:22
and from this experiment实验 they moved移动 on to chairs椅子.
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从这个实验,他们进展到各种椅子。
15:24
Through通过 constant不变 experimentation实验 with materials物料,
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经由不断的材料实验,
15:26
they developed发达 a wide range范围 of iconic标志性的 solutions解决方案
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发展了广范围的经典解答
15:29
that we know today今天, eventually终于 resulting造成 in,
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现在我们都知道,后来导致
15:31
of course课程, the legendary传奇的 lounge休息室 chair椅子.
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那个传奇的靠椅。
15:33
Now, if the EamesesEameses had stopped停止 with that first great solution,
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如果伊姆斯停止在那个伟大的解答,
15:36
then we wouldn止跌’t be the beneficiaries受益者 of so many许多
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我们受益的将没有那么多
15:39
wonderful精彩 designs设计 today今天.
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今日的绝佳设计。
15:42
And of course课程, they used experimentation实验 in all aspects方面 of their work,
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当然,他们把实验用在工作的所有面向。
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from films影片 to buildings房屋, from games游戏 to graphics图像.
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从影片到建筑、从游戏到图文。
15:52
So, they’re回覆 great examples例子, I think, of exploration勘探
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因此我想,他们是绝佳的设计探索
15:56
and experimentation实验 in design设计.
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和实验的范例。
15:58
Now, while the EamesesEameses were exploring探索 those possibilities可能性,
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当伊姆斯探索各种可能时,
16:01
they were also exploring探索 physical物理 objects对象.
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他们也探索实体物品。
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And they were doing that through通过 building建造 prototypes原型.
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经由建造模型来做。
16:07
And building建造 is the next下一个 of the behaviors行为 that I thought I’d talk about.
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「建造」是我要谈的另一个行为。
16:12
So the average平均 Western西 first-grader一年级
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平均的西方小一学生
16:14
spends as much as 50 percent百分 of their play time
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花游戏时间的一半之多
16:17
taking服用 part部分 in what’s called "construction施工 play."
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做所谓的「建构游戏」。
16:20
Construction施工 play -- it’s playful调皮, obviously明显,
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建构游戏 - 显然很好玩,
16:23
but also a powerful强大 way to learn学习.
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也是有力的学习方法。
16:25
When play is about building建造 a tower out of blocks,
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当玩用积木建造一个塔,
16:30
the kid孩子 begins开始 to learn学习 a lot about towers.
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小孩开始学许多有关塔的事。
16:32
And as they repeatedly反复 knock it down and start开始 again,
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当他们不断地拆了又建,
16:34
learning学习 is happening事件 as a sort分类 of by-product副产品 of play.
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学习就以游戏的副产品发生着。
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It’s classically经典 learning学习 by doing.
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这是古典的「做中学」。
16:42
Now, David大卫 Kelley凯利 calls电话 this behavior行为,
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大卫‧剀利叫这种行为,
16:43
when it’s carried携带的 out by designers设计师, "thinking思维 with your hands."
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当由设计师做时:「用手思考」。
16:47
And it typically一般 involves涉及 making制造 multiple,
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它基本上包含快速地
16:50
low-resolution低分辨率 prototypes原型 very quickly很快,
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制作多次草模。
16:53
often经常 by bringing使 lots of found发现 elements分子 together一起
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如,往往是组合找到的东西
16:55
in order订购 to get to a solution.
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以得到解答。
16:58
On one of his earliest最早 projects项目, the team球队 was kind of stuck卡住,
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最早期的一个项目,小组卡住了,
17:02
and they came来了 up with a mechanism机制 by hacking黑客 together一起
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后来得到的机构是拼组了
17:06
a prototype原型 made制作 from a roll-on滚上 deodorant除臭剂.
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除臭剂的滚球而成的模型。
17:09
Now, that became成为 the first commercial广告 computer电脑 mouse老鼠
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而成为第一款上市计算机鼠标
17:11
for the Apple苹果 Lisa丽莎 and the Macintosh苹果.
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用在苹果丽莎和麦金塔。
17:13
So, they learned学到了 their way to that by building建造 prototypes原型.
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因此他们以建造模型找到那个解答。
17:19
Another另一个 example is a group of designers设计师
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另个例子是有一群设计师
17:21
who were working加工 on a surgical外科 instrument仪器 with some surgeons外科医生.
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和外科医师讨论手术器具设计
17:24
They were meeting会议 with them; they were talking to the surgeons外科医生
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他们开会,他们和外科医师谈
17:26
about what it was they needed需要 with this device设备.
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问他们需要这个器具做什么。
17:29
And one of the designers设计师 ran out of the room房间
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其中一个设计师跑出房间
17:31
and grabbed抓起 a white白色 board marker标记 and a film电影 canister --
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抓了一支白板笔和一个底片盒 -
17:34
which哪一个 is now becoming变得 a very precious珍贵 prototyping原型 medium --
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它们变成很有用的模型道具 -
17:37
and a clothespin衣夹. He taped录音 them all together一起,
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加上晒衣夹。用胶带捆起来,
17:39
ran back into the room房间 and said, "You mean, something like this?"
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跑回房间说:你是说像这个?
17:41
And the surgeons外科医生 grabbed抓起 hold保持 of it and said,
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外科医师抓住把手,说:
17:43
well, I want to hold保持 it like this, or like that.
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我要像这样或那样握它。
17:45
And all of a sudden突然 a productive生产的 conversation会话
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突然间,建设性的对话开始
17:47
was happening事件 about design设计 around a tangible有形 object目的.
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绕着实际的物品讨论设计。
17:52
And in the end结束 it turned转身 into a real真实 device设备.
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最后产生了真实的器具。
17:56
And so this behavior行为 is all about quickly很快 getting得到 something
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所以这个行为是为了快速放东西
17:59
into the real真实 world世界, and having your thinking思维 advanced高级 as a result结果.
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到真实世界,以便思考也跟着前进。
18:04
At IDEOIDEO there’s a kind of a back-to-preschool后端到幼儿园 feel
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在 IDEO 有点像回到学前的感觉,
18:07
sometimes有时 about the environment环境.
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关于它的环境。
18:09
The prototyping原型 carts, filled填充 with colored有色 paper
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塞满色纸做购物车的模型
18:12
and Play-Doh播放,卫生署 and glue sticks and stuff东东 --
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玩面团、黏棒子及其他东西。
18:15
I mean, they do have a bit of a kindergarten幼儿园 feel to them.
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他们真的有点像是在幼儿园的感觉。
18:18
But the important重要 idea理念 is that everything’s at hand, everything’s around.
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但最重要的概念是,事事物物都在周边、顺手可得。
18:22
So when designers设计师 are working加工 on ideas思路,
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因此当设计师在找构想时
18:24
they can start开始 building建造 stuff东东 whenever每当 they want.
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他们任何时候都能开始建造东西。
18:27
They don不要’t necessarily一定 even have to go
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他们未必需要去
18:28
into some kind of formal正式 workshop作坊 to do it.
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某个正式的工场去做它。
18:30
And we think that’s pretty漂亮 important重要.
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我们认为这是很重要的。
18:32
And then the sad伤心 thing is, although虽然 preschools幼儿园
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悲哀的是,学龄前儿童虽然
18:34
are full充分 of this kind of stuff东东, as kids孩子 go through通过 the school学校 system系统
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充满这些东西,一旦儿童进入学校系统
18:38
it all gets得到 taken采取 away.
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这些都不见了。
18:40
They lose失去 this stuff东东 that facilitates功能有助于
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他们失去这些物品,这些能促成
18:42
this sort分类 of playful调皮 and building建造 mode模式 of thinking思维.
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好玩的、建造模式的思考。
18:47
And of course课程, by the time you get to the average平均 workplace职场,
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当然,当你到达一般工作场合时,
18:49
maybe the best最好 construction施工 tool工具 we have
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我们能有的最佳建造工具
18:52
might威力 be the Post-it发表它 notes笔记. It’s pretty漂亮 barren荒芜.
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或许就是便利贴了。蛮寒酸的。
18:55
But by giving project项目 teams球队 and the clients客户
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但如能让专案小组及一起工作的客户
18:59
who they’re回覆 working加工 with permission允许 to think with their hands,
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允许他们用手去思考,
19:01
quite相当 complex复杂 ideas思路 can spring弹簧 into life
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极复杂的构想就会油然而生
19:06
and go right through通过 to execution执行 much more easily容易.
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并能更方便地加以执行。
19:10
This is a nurse护士 using运用 a very simple简单 -- as you can see -- plasticine橡皮泥 prototype原型,
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这位护士用很简单的 - 你看得出 - 油土模型,
19:14
explaining说明 what she wants out of a portable手提 information信息 system系统
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说明她要用手持信息系统做什么
19:17
to a team球队 of technologists技术专家 and designers设计师
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给技术人员及设计师小组听
19:20
that are working加工 with her in a hospital醫院.
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他们正一起在医院合作。
19:23
And just having this very simple简单 prototype原型
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只用这个简单的模型
19:24
allows允许 her to talk about what she wants in a much more powerful强大 way.
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让她有力地表达她想要的东西。
19:29
And of course课程, by building建造 quick prototypes原型,
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当然,建造快速模型可以
19:31
we can get out and test测试 our ideas思路 with consumers消费者
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让我们更快速提出构想,
19:34
and users用户 much more quickly很快
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并和顾客及使用者测试它,
19:36
than if we’re回覆 trying to describe描述 them through通过 words.
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比只是用口头描述好多了。
19:42
But what about designing设计 something that isnISN’t physical物理?
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但如果要设计非实体的事物呢?
19:45
Something like a service服务 or an experience经验?
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像是服务或体验?
19:47
Something that exists存在 as a series系列 of interactions互动 over time?
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时间上的一系列互动之类的?
19:50
Instead代替 of building建造 play, this can be approached接近 with role-play角色扮演.
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不是建造游戏,这时要用角色扮演。
19:56
So, if you’re回覆 designing设计 an interaction相互作用 between之间 two people --
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如果你要设计两个人之间的互动
19:58
such这样 as, I don不要’t know -- ordering排序 food餐饮 at a fast快速 food餐饮 joint联合
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例如,在快餐店点餐
20:01
or something, you need to be able能够 to imagine想像
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或什么的,你要能想象
20:03
how that experience经验 might威力 feel over a period of time.
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那个时间历程上经验的感觉。
20:06
And I think the best最好 way to achieve实现 that,
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我想,最好的达成方式
20:08
and get a feeling感觉 for any flaws破绽 in your design设计, is to act法案 it out.
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并感受设计缺点,就是扮演一下。
20:13
So we do quite相当 a lot of work at IDEOIDEO
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在 IDEO 我们花佷多工夫
20:15
trying to convince说服 our clients客户 of this.
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说服我们的客户采用它。
20:17
They can be a little skeptical怀疑的; I’ll come back to that.
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他们有点怀疑,等下我再说。
20:19
But a place地点, I think, where the effort功夫 is really worthwhile合算
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但我认为,有个值得努力的地方
20:23
is where people are wrestling摔角 with quite相当 serious严重 problems问题 --
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是在人们致力的严肃问题上。
20:27
things like education教育 or security安全 or finance金融 or health健康.
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例如教育、保险、财务、或医疗。
20:32
And this is another另一个 example in a healthcare卫生保健 environment环境
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这是另一个医疗环境的例子
20:35
of some doctors医生 and some nurses护士 and designers设计师
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医生、护士、及设计师们
20:37
acting演戏 out a service服务 scenario脚本 around patient患者 care关心.
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扮演着病患照顾的服务情境。
20:41
But you know, many许多 adults成年人
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但是你知道,许多大人
20:42
are pretty漂亮 reluctant不情愿 to engage从事 with role-play角色扮演.
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很不愿参与角色扮演。
20:45
Some of it’s embarrassment困窘 and some of it is because
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有的怕难为情,有的则是因为
20:47
they just don不要’t believe that what emerges出现 is necessarily一定 valid有效.
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他们就是不相信,这样得到的会是有效的。
20:51
They dismiss解雇 an interesting有趣 interaction相互作用 by saying,
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他们推辞有趣的互动,说:
20:53
you know, "That’s just happening事件 because they’re回覆 acting演戏 it out."
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它的发生是因为有人这样演出。
20:56
Research研究 into kids'孩子们 behavior行为 actually其实 suggests提示
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研究儿童行为则实际指出
20:58
that it’s worth价值 taking服用 role-playing角色扮演 seriously认真地.
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角色扮演值得认真看待。
21:01
Because when children孩子 play a role角色,
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因为当儿童扮演一个角色时
21:02
they actually其实 follow跟随 social社会 scripts脚本 quite相当 closely密切
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他们真的蛮密切地跟着社会剧本
21:05
that they’ve已经 learnt学到了 from us as adults成年人.
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那是从大人那里学来的。
21:07
If one kid孩子 plays播放 "store商店," and another另一个 one’s playing播放 "house,"
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如果有个小孩扮商店,另一个扮房子,
21:10
then the whole整个 kind of play falls下降 down.
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则整个游戏就垮了。
21:13
So they get used to quite相当 quickly很快
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因此他们习惯于很快地
21:16
to understanding理解 the rules规则 for social社会 interactions互动,
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了解社会互动的规则,
21:20
and are actually其实 quite相当 quick to point out when they’re回覆 broken破碎.
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实际上也很快能指出规则的违反。
21:23
So when, as adults成年人, we role-play角色扮演,
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因此,当大人扮演角色时,
21:26
then we have a huge巨大 set of these scripts脚本 already已经 internalized内在.
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我们有一大堆已经内化的剧本。
21:31
We’ve已经 gone走了 through通过 lots of experiences经验 in life,
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在生活中我们已有许多经验。
21:33
and they provide提供 a strong强大 intuition直觉
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而它们提供很强的直觉
21:36
as to whether是否 an interaction相互作用 is going to work.
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去得知某项互动是否可行。
21:39
So we’re回覆 very good, when acting演戏 out a solution,
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因此我们很拿手于演出一个解答,
21:41
at spotting斑点 whether是否 something lacks缺乏 authenticity真伪.
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去指出某事是否缺乏真实感。
21:46
So role-play角色扮演 is actually其实, I think,
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因此,我认为角色扮演是
21:47
quite相当 valuable有价值 when it comes to thinking思维 about experiences经验.
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很有价值的,可用在思考各种体验。
21:51
Another另一个 way for us, as designers设计师, to explore探索 role-play角色扮演
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另一个提供设计师探讨角色扮演的方式
21:54
is to put ourselves我们自己 through通过 an experience经验 which哪一个 we’re回覆 designing设计 for,
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是亲自去经历要设计的事情,
21:58
and project项目 ourselves我们自己 into an experience经验.
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就是把自己投入那项经验。
22:01
So here are some designers设计师 who are trying to understand理解
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这里有几位设计师试着要了解
22:03
what it might威力 feel like to sleep睡觉 in a
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睡在飞机上狭窄空间
22:06
confined受限 space空间 on an airplane飞机.
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的感觉是如何。
22:08
And so they grabbed抓起 some very simple简单 materials物料, you can see,
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因此他们取用非常简单的材料,你看。
22:10
and did this role-play角色扮演, this kind of very crude原油 role-play角色扮演,
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而去做这样的角色扮演,这种很粗糙的角色扮演,
22:14
just to get a sense of what it would be like for passengers乘客
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只想理解一下旅客会有的感觉
22:16
if they were stuck卡住 in quite相当 small places地方 on airplanes飞机.
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如果旅客被塞在机上的小小空间。
22:21
This is one of our designers设计师, Kristian克里斯蒂安 SimsarianSimsarian,
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这是我们的一位设计师克力仙‧西姆萨连,
22:23
and he’s putting himself他自己 through通过 the experience经验 of being存在 an ERER patient患者.
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他自己经历在急诊室当病患的体验。
22:27
Now, this is a real真实 hospital醫院, in a real真实 emergency room房间.
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这可是真的医院,在真的急诊室。
22:29
One of the reasons原因 he chose选择 to take
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为何他选择要带着
22:31
this rather large video视频 camera相机 with him was
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这个颇大的录像机?
22:32
because he didn’t want the doctors医生 and nurses护士 thinking思维
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因为他不想被医生或护士认为
22:34
he was actually其实 sick生病, and sticking症结 something into him
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他是真的有病,而跟他打什么针
22:37
that he was going to regret后悔 later后来.
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这会令他后悔。
22:39
So anyhow无论如何, he went there with his video视频 camera相机,
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总之,他带着录像机去了那里,
22:42
and it’s kind of interesting有趣 to see what he brought back.
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有趣的是看他带回的东西。
22:46
Because when we looked看着 at the video视频 when he got back,
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因为当他回来时,我们看了他的录像,
22:48
we saw 20 minutes分钟 of this.
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我们看了 20 分钟的这个。
22:50
(Laughter笑声)
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(笑声)
22:53
And also, the amazing惊人 thing about this video视频 --
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还有,这个录像的神奇之处是,
22:56
as soon不久 as you see it you immediately立即
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只要你看它,你就立刻好像
22:58
project项目 yourself你自己 into that experience经验.
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自己投入那个体验。
23:01
And you know what it feels感觉 like: all of that uncertainty不确定
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而知道那种感觉,那种不确定感
23:03
while you’re回覆 left out in the hallway门厅
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当你被留置在走廊
23:05
while the docs文档 are dealing交易 with some more urgent紧急 case案件
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而医师们忙着其他更急的事
23:07
in one of the emergency rooms客房, wondering想知道 what the heck赫克’s going on.
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去了另一间急诊病房,你不解到底是怎么了。
23:11
And so this notion概念 of using运用 role-play角色扮演 --
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因此使用角色扮演的这个概念,
23:13
or in this case案件, living活的 through通过 the experience经验
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这个例子里,就是去经历那个经验
23:16
as a way of creating创建 empathy同情 --
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是一种创造同感的方式,
23:17
particularly尤其 when you use video视频, is really powerful强大.
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尤其当你使用录像,是佷有力的。
23:20
Or another另一个 one of our designers设计师, Altay阿勒泰 SendilSendil:
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另一位我们的设计师阿尔泰‧仙迪尔,
23:22
he’s here having his chest胸部 waxed上蜡, not because he’s very vain徒然,
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他来做胸部除毛 ,并不是为了爱虚荣,
23:25
although虽然 actually其实 he is -- no, I’m kidding开玩笑 --
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虽然他实际是的。不,我开玩笑。
23:27
but in order订购 to empathize同情 with the pain疼痛 that chronic慢性 care关心 patients耐心
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而是为了感同慢性病人的痛苦
23:31
go through通过 when they’re回覆 having dressings敷料 removed去除.
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去经历他们移除敷料贴片的感觉。
23:33
And so sometimes有时 these analogous类似 experiences经验,
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因此有时这些模拟的经验,
23:36
analogous类似 role-play角色扮演, can also be quite相当 valuable有价值.
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即模拟的角色扮演,也可以很有用。
23:39
So when a kid孩子 dresses礼服 up as a firefighter消防队员, you know,
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当小孩穿上消防装,
23:42
he’s beginning开始 to try on that identity身分.
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他开始尝试那个身分。
23:44
He wants to know what it feels感觉 like to be a firefighter消防队员.
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他要知道当消防员的感觉。
23:47
We’re回覆 doing the same相同 thing as designers设计师.
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身为设计师我们做相同的事。
23:49
We’re回覆 trying on these experiences经验.
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我们尝试这些体验。
23:51
And so the idea理念 of role-play角色扮演 is both as an empathy同情 tool工具,
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因此角色扮演的想法不但是感同的工具,
23:55
as well as a tool工具 for prototyping原型 experiences经验.
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也是型塑体验的工具。
23:59
And you know, we kind of admire欣赏 people who do this at IDEOIDEO anyway无论如何.
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我们很羡慕在 IDEO 有人去做这个。
24:04
Not just because they lead to insights见解 about the experience经验,
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不只因为他们带来体验的洞见,
24:07
but also because of their willingness愿意 to explore探索
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也因为他们愿意去探索
24:10
and their ability能力 to unselfconsciouslyunselfconsciously
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以及他们有能力在无意识中
24:13
surrender投降 themselves他们自己 to the experience经验.
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忘我地去体验。
24:16
In short, we admire欣赏 their willingness愿意 to play.
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简言之,我们羡慕他们愿意去扮演。
24:21
Playful调皮 exploration勘探, playful调皮 building建造 and role-play角色扮演:
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因此,好玩的探索、好玩的建造、及角色扮演。
24:27
those are some of the ways方法 that designers设计师 use play in their work.
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这些都是设计师工作中用的方法。
24:30
And so far, I admit承认, this might威力 feel
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至此,我承认这好像是
24:34
like it’s a message信息 just to go out and play like a kid孩子.
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叫你们像个小孩那样去玩。
24:37
And to certain某些 extent程度 it is, but I want to stress强调 a couple一对 of points.
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某个程度上是的,但我要强调几点。
24:41
The first thing to remember记得 is that play is not anarchy无政府状态.
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首先记住游戏不是乱无章法的。
24:44
Play has rules规则, especially特别 when it’s group play.
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游戏有规则,尤其是团体游戏。
24:49
When kids孩子 play tea party派对, or they play cops警察 and robbers劫匪,
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当孩子玩茶会、或玩警察抓小偷,
24:53
they’re回覆 following以下 a script脚本 that they’ve已经 agreed同意 to.
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他们依着彼此同意的剧本。
24:56
And it’s this code negotiation谈判 that leads引线 to productive生产的 play.
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是这个守则协商带来有产出的游戏。
25:01
So, remember记得 the sketching素描 task任务 we did at the beginning开始?
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记得一开始的画图任务吗
25:03
The kind of little face面对, the portrait肖像 you did?
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你画的那个小脸、画像?
25:05
Well, imagine想像 if you did the same相同 task任务 with friends朋友
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想想如果你和朋友做这个
25:09
while you were drinking in a pub酒馆.
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一边在酒廊里喝酒。
25:11
But everybody每个人 agreed同意 to play a game游戏
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大家同意玩个游戏
25:14
where the worst最差 sketch草图 artist艺术家 bought the next下一个 round回合 of drinks饮料.
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画得最差的要付下一巡酒钱。
25:18
That framework骨架 of rules规则 would have turned转身 an embarrassing尴尬,
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这个规则将使难为情、
25:22
difficult situation情况 into a fun开玩笑 game游戏.
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窘境成为有趣的游戏。
25:24
As a result结果, we’d all feel perfectly完美 secure安全 and have a good time --
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结果呢,我们将有安全感,过得很愉快 -
25:30
but because we all understood了解 the rules规则 and we agreed同意 on them together一起.
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因为我们都了解规则,我们一起同意它。
25:35
But there arenAREN’t just rules规则 about how to play;
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但是,不只有「如何玩」的规则,
25:39
there are rules规则 about when to play.
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也有「何时玩」的规则。
25:42
Kids童装 don不要’t play all the time, obviously明显.
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显然,孩子们不是一直在玩。
25:44
They transition过渡 in and out of it,
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他们进入及退出游戏。
25:46
and good teachers教师 spend a lot of time
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而好的老师要花许多时间
25:49
thinking思维 about how to move移动 kids孩子 through通过 these experiences经验.
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思考如何带孩子走过这些经验。
25:53
As designers设计师, we need to be able能够 to transition过渡 in and out of play also.
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身为设计师,我们也要能进入及退出游戏。
25:58
And if we’re回覆 running赛跑 design设计 studios工作室
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如果我们经营设计公司
26:00
we need to be able能够 to figure数字 out, how can we transition过渡
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我们要让设计师,
26:02
designers设计师 through通过 these different不同 experiences经验?
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如何进出这些不同的体验?
26:05
I think this is particularly尤其 true真正 if we think about the sort分类 of --
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尤其是当我们思考...
26:08
I think what’s very different不同 about design设计
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设计上有很大差别的是
26:11
is that we go through通过 these two very distinctive独特 modes模式 of operation手术.
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我们经历两种很独特的操作模式。
26:15
We go through通过 a sort分类 of generative生成的 mode模式,
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我们经历产出模式,
26:20
where we’re回覆 exploring探索 many许多 ideas思路;
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此时我们探索创意。
26:21
and then we come back together一起 again,
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接着,我们又回来,
26:23
and come back looking for that solution,
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回来寻找解答,
26:26
and developing发展 that solution.
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并发展那个解答。
26:27
I think they’re回覆 two quite相当 different不同 modes模式:
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我认为两者是极不同的模式。
26:30
divergence差异 and convergence收敛.
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发散及收敛。
26:33
And I think it’s probably大概 in the divergent发散 mode模式
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或许是在发散模式中
26:36
that we most need playfulness嬉闹.
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我们最需要「好玩」。
26:38
Perhaps也许 in convergent会聚的 mode模式 we need to be more serious严重.
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或许在收敛模式中,我们要严肃一点。
26:41
And so being存在 able能够 to move移动 between之间 those modes模式
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因此能够在这两个模式间移动
26:43
is really quite相当 important重要. So, it’s where there’s a
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真的很重要。因此
26:47
more nuanced细致入微 version view视图 of play, I think, is required需要.
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有个更细致的游戏观,我想是需要的。
26:50
Because it’s very easy简单 to fall秋季 into the trap陷阱 that these states状态 are absolute绝对.
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因为很容易掉入陷阱,以为这两种状态是绝对的。
26:53
You’re回覆 either playful调皮 or you’re回覆 serious严重, and you can’t be both.
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要不是好玩,就是严肃,不能两者都有。
26:57
But that’s not really true真正: you can be a serious严重 professional专业的 adult成人
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但不是那样。你可以是严肃的专业人士,
27:02
and, at times, be playful调皮.
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有时却是好玩的。
27:05
It’s not an either/or; it’s an "and."
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那不是二择一,而是兼有。
27:07
You can be serious严重 and play.
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你可以严肃又好玩。
27:11
So to sum it up, we need trust相信 to play,
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总结一下,我们需要信赖感才敢玩,
27:17
and we need trust相信 to be creative创作的. So, there’s a connection连接.
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需要信赖感才有创意,这有关联。
27:21
And there are a series系列 of behaviors行为 that we’ve已经 learnt学到了 as kids孩子,
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有一系列的行为我们在儿童时学到
27:24
and that turn out to be quite相当 useful有用 to us as designers设计师.
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那对设计师很有用。
27:27
They include包括 exploration勘探, which哪一个 is about going for quantity数量;
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它们包含探索,即追求数量。
27:32
building建造, and thinking思维 with your hands;
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建造及用手思考。
27:35
and role-play角色扮演, where acting演戏 it out helps帮助 us both
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及角色扮演,演出可帮助我们对
27:39
to have more empathy同情 for the situations情况 in which哪一个 we’re回覆 designing设计,
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我们的设计情境更同感,
27:42
and to create创建 services服务 and experiences经验
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及创立服务和体验,
27:45
that are seamless无缝 and authentic真实.
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使它顺畅无缝、真实可靠。
27:49
Thank you very much. (Applause掌声)
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谢谢大家。
Translated by Manlai You
Reviewed by Chun-wen Chen

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ABOUT THE SPEAKER
Tim Brown - Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface.

Why you should listen

Tim Brown is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas -- they call it "design thinking."

IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.

IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes. And check out the Global Chain Reaction for a sample of how seriously this firm takes play.

Curious about design thinking? Sign up for an IDEO U design thinking course or check out this free toolkit: Design Thinking for Educators.

More profile about the speaker
Tim Brown | Speaker | TED.com