TEDGlobal 2012
Rachel Botsman: The currency of the new economy is trust
瑞秋波茲蔓 (Rachel Botsman): 信任是新經濟體系的貨幣
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協同消費的發展一日千里，我們現已可以經由網路與人分享汽車、住所和技能。瑞秋波茲蔓 (Rachel Botsman) 在演說裏探討了令 Airbnb 和 Taskrabbit 等網站得以運作的貨幣：就是信任、影響力、和她所說的「聲譽資產」。
Rachel Botsman - Trust researcher
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Double-click the English transcript below to play the video.
00:16
So if someone asked you
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如果有人要你
00:17
for the three words that would sum up
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用三個詞來總括你自己的名望
00:20
your reputation, what would you say?
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你會用哪些詞？
00:24
How would people describe your judgment,
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他們會怎樣看你在不同處境下
00:27
your knowledge, your behaviors, in different situations?
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的判斷、知識、和行為？
00:30
Today I'd like to explore with you
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今天，我想與你們一起探索
00:33
why the answer to this question
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為甚麼這問題的答案變得至為重要
00:34
will become profoundly important
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為甚麼這問題的答案變得至為重要
00:36
in an age where reputation will be your most valuable asset.
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在一個信譽是你最有價值資產的年代
00:41
I'd like to start by introducing you to someone
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我想先介紹你們認識一個人
00:44
whose life has been changed by a marketplace
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他的生活因為一個由信譽主導的市場
00:47
fueled by reputation.
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產生了改變
00:49
Sebastian Sandys has been a bed and breakfast host
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賽巴斯汀桑迪斯(Sebastian Sandys)開了一家民宿
00:52
on Airbnb since 2008.
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從2008年開始便通過Airbnb網站經營
00:55
I caught up with him recently, where, over the course
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我最近認識了他
00:58
of several cups of tea, he told me how
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一次跟他喝茶時他告訴我
01:01
hosting guests from all over the world
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藉着招待世界各地來的客人
01:03
has enriched his life.
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如何豐富了他的生活
01:05
More than 50 people have come to stay in the 18th-century
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已有超過50人入住於他跟家貓史奎克(Squeak)共住
01:08
watchhouse he lives in with his cat, Squeak.
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由18世紀哨房所改建的民宿
01:11
Now, I mention Squeak because Sebastian's first guest
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我要提到史奎克(Squeak), 因為他民宿的第一位客人
01:15
happened to see a rather large mouse run across the kitchen,
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發現一隻碩大的老鼠在他的廚房內跑過
01:19
and she promised that she would refrain from leaving
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後來她答應不留下負面評語
01:22
a bad review on one condition: he got a cat.
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但條件是，他要養一隻貓
01:25
And so Sebastian bought Squeak to protect his reputation.
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於是賽巴斯汀桑迪斯(Sebastian Sandys)
為保聲譽買下了史奎克(Squeak)
為保聲譽買下了史奎克(Squeak)
01:29
Now, as many of you know, Airbnb is a peer-to-peer
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眾所皆知的是Airbnb是一個由客戶互相推介
01:33
marketplace that matches people who have space to rent
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遍及192個國家以上的市場平台
01:37
with people who are looking for a place to stay
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把有地方出租的人
01:39
in over 192 countries.
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與找尋住宿的人撮合起來
01:42
The places being rented out are things that you might
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這些出租的地方跟你期待的民宿一樣
01:45
expect, like spare rooms and holiday homes,
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有多出的房間和給人渡假的旅館
01:48
but part of the magic is the unique places
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但它們奇妙之處在於你現在可以入住
01:50
that you can now access: treehouses, teepees,
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一些獨特的地方：如樹屋、 印第安帳篷
01:54
airplane hangars, igloos.
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飛機庫、雪屋
01:56
If you don't like the hotel, there's a castle down the road
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如果你不想住酒店，往前走便有一座城堡
02:00
that you can rent for 5,000 dollars a night.
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你可以用5000租住一晚
02:02
It's a fantastic example of how technology
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這是一個很好的例子
02:06
is creating a market
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說明科技如何為
02:08
for things that never had a marketplace before.
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從未有市場的東西創造市場平台
02:10
Now let me show you these heat maps of Paris
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現在我想給你們看這些巴黎的熱點地圖
02:13
to see how insanely fast it's growing.
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看看這些市場如何成長性狂飆
02:16
This image here is from 2008.
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這是2008年的影像
02:18
The pink dots represent host properties.
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粉紅色的點代表經營民宿的房子
02:22
Even four years ago, letting strangers stay in your home
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即使四年前，讓陌生人留宿你家
02:26
seemed like a crazy idea.
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會令人覺得難以想像
02:29
Now the same view in 2010.
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這是2010年的同一影像
02:31
And now, 2012.
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這幅是2012年的
02:34
There is an Airbnb host on almost every main street in Paris.
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巴黎每條大街幾乎都有Airbnb的經營者
02:39
Now, what's happening here is people are realizing
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現在人們已開始發現
02:43
the power of technology to unlock the idling capacity
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科技的力量可以釋放閑置的生產力
02:48
and value of all kinds of assets,
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和不同類型資產的價值
02:51
from skills to spaces to material possessions,
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不論是技能、空間或物質資產
02:54
in ways and on a scale never possible before.
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都能以前所未有的方式和規模釋放出來
02:58
It's an economy and culture called collaborative consumption,
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這是一種名之為協同消費的經濟和文化
03:01
and, through it, people like Sebastian
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透過它，像賽巴斯汀(Sebastian)這樣的人
03:04
are becoming micro-entrepreneurs.
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都成為微型創業者
03:06
They're empowered to make money and save money
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他們的固有的資產
03:08
from their existing assets.
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可以被強化用於賺錢和儲錢之途
03:11
But the real magic and the secret source behind
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但在如Airbnb這些平台的協同消費
03:14
collaborative consumption marketplaces like Airbnb
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其背後的真正魔力和秘密源頭
03:16
isn't the inventory or the money.
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不是那些存貨或金錢
03:19
It's using the power of technology to build trust
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而是利用科技的力量
03:23
between strangers.
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令陌生人互相信任
03:24
This side of Airbnb really hit home to Sebastian last summer
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賽巴斯汀(Sebastian)在去年夏天倫敦發生暴亂期間
03:28
during the London riots.
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才真正理解Airbnb這方面的作用
03:29
He woke up around 9, and he checked his email
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他一天早上九時醒來查看電郵
03:32
and he saw a bunch of messages all asking him
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他看到一連串電郵
03:35
if he was okay.
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全都問他是否安好
03:36
Former guests from around the world had seen that
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世界各地的前度客人
03:38
the riots were happening just down the street, and wanted
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看到暴亂就在他那條街上發生
03:41
to check if he needed anything.
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都發電郵問他是否有甚麼需要
03:43
Sebastian actually said to me, he said, "Thirteen former guests
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賽巴斯汀(Sebastian)向我訴說「共有13位前度客人
03:46
contacted me before my own mother rang." (Laughter)
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在媽媽打來之前就已聯絡了他」
03:50
Now, this little anecdote gets to the heart of why
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這件事說中了為甚麼
03:55
I'm really passionate about collaborative consumption,
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我那麼熱衷於協同消費
03:57
and why, after I finished my book, I decided
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和為甚麼我寫完我那本書後
04:00
I'm going to try and spread this into a global movement.
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決定把這模式推廣為全球運動
04:04
Because at its core, it's about empowerment.
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因為它的核心就在於賦權
04:07
It's about empowering people to make meaningful connections,
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它促使人們創造有意義的結連
04:11
connections that are enabling us to rediscover
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這些結連讓我們去重新發現
04:14
a humanness that we've lost somewhere along the way,
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我們已失落的人性
04:18
by engaging in marketplaces like Airbnb, like Kickstarter,
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讓人參予Airbnb、Kickstarter、Etsy等市場空間
04:22
like Etsy, that are built on personal relationships
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這些空間所建基的是人與人的關係
04:25
versus empty transactions.
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而不是空洞的交易
04:28
Now the irony is that these ideas are actually taking us back
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弔詭的是這些想法的確把我們帶回
04:32
to old market principles and collaborative behaviors
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在我們裏面根深蒂固的古舊市場原則
04:35
that are hard-wired in all of us.
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和協作行為
04:37
They're just being reinvented in ways that are relevant
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它們只不過是在臉書世代
04:39
for the Facebook age.
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以適切的模式給再發明出來
04:41
We're literally beginning to realize that we have wired
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我們的確才開始了解我們已把世界連結起來
04:45
our world to share, swap, rent, barter or trade
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可以分享、交換、租賃或交易任何東西
04:49
just about anything. We're sharing our cars on WhipCar,
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我們在WhipCar上共用車子
04:53
our bikes on Spinlister, our offices on Loosecubes,
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在Spinlister上分享單車、Loosecubes上共用辦公室
04:56
our gardens on Landshare. We're lending and borrowing
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Landshare上分享園圃、在Zopah和Lending Club上
04:59
money from strangers on Zopa and Lending Club.
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向和給陌生人借錢
05:02
We are trading lessons on everything from sushi-making
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我們可以在Skillshare交換任何課堂
05:04
to coding on Skillshare,
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從做壽司到如何做程式編碼
05:06
and we're even sharing our pets on DogVacay.
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我們甚至在DogVacay與人共享寵物
05:10
Now welcome to the wonderful world of collaborative consumption
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歡迎大家來到協同消費這個奇妙世界
05:14
that's enabling us to match wants with haves
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它以更民主的方式
05:17
in more democratic ways.
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撮合不同人的需求和供給
05:19
Now, collaborative consumption is creating the start
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協同消費引發了一次改革
05:23
of a transformation in the way we think about supply and demand,
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改變我們對供需面的想法
05:26
but it's also a part of a massive value shift underway,
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它也是進行中的巨大價值轉移的一部份
05:30
where instead of consuming to keep up with the Joneses,
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人們不再為追上潮流而消費
05:33
people are consuming to get to know the Joneses.
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他們要消費才知道甚麼是潮流
05:37
But the key reason why it's taking off now so fast
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這轉變發生得這麼快的主要原因
05:41
is because every new advancement of technology
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是因為每項新科技的出現
05:44
increases the efficiency and the social glue of trust
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都加強了信任的效率和信任對社會的凝聚
05:48
to make sharing easier and easier.
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使得互相分享變得越加容易
05:52
Now, I've looked at thousands of these marketplaces,
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我已研究過數以千計這些市場
05:55
and trust and efficiency are always the critical ingredients.
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發現信任和效率是不可或缺的因素
05:59
Let me give you an example.
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讓我給大家一個例子
06:01
Meet 46-year-old Chris Mok, who has, I bet,
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這位是46歲的克力斯莫克(Chris Mok)
06:06
the best job title here of SuperRabbit.
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我猜，現在他的職銜「超級兔」
是全派遣兔公司(Taskrabbit)最好的
是全派遣兔公司(Taskrabbit)最好的
06:09
Now, four years ago, Chris lost his job, unfortunately,
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四年前克力斯(Chris)不幸地失業了
06:14
as an art buyer at Macy's, and like so many people,
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他是美詩百貨(Macy's)的藝術品採購，像許多人一樣
06:17
he struggled to find a new one during the recession.
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他努力地要在不景氣期間找新工作
06:20
And then he happened to stumble across a post about
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他碰巧遇到一份
06:23
TaskRabbit.
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在派遣兔(Taskrabbit)公司的工作
06:25
Now, the story behind TaskRabbit starts like so many
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這間派遣兔公司(Taskrabbit)背後的故事
跟很多其他故事一樣
跟很多其他故事一樣
06:28
great stories with a very cute dog by the name of Kobe.
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由一隻名叫高比(Kobe)的可愛小狗開始
06:32
Now what happened was, in February 2008,
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故事發生於2008年二月
06:36
Leah and her husband were waiting for a cab to take them
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莉亞和她丈夫在等計程車接他們外出晚餐時
06:38
out for dinner, when Kobe came trotting up to them
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高比蹓躂到他們面前
06:42
and he was salivating with saliva.
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嘴角流着口水
06:44
They realized they'd run out of dog food.
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他們發現家中狗糧已吃光了
06:47
Kevin had to cancel the cab and trudge out in the snow.
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於是凱文取消了計程車冒着大雪蹣跚地走出去
06:50
Now, later that evening, the two self-confessed tech geeks
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那天晚上，這兩個自嘲為科技怪咖的人
06:53
starting talking about how cool it would be if some kind of
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談到如果eBay可以提供一些跑腿服務那有多好
06:57
eBay for errands existed.
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談到如果eBay可以提供一些跑腿服務那有多好
06:59
Six months later, Leah quit her job,
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六個月後，莉亞辭掉了工作
07:02
and TaskRabbit was born.
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接着派遣兔(Taskrabbit)誕生了
07:04
At the time, she didn't realize that she was actually hitting
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那時她還沒有意識到她無意中
07:08
on a bigger idea she later called service networking.
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巧巧遇上一個她後來稱之為「服務網絡」的大生意
07:13
It's essentially about how we use our online relationships
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這生意的要訣在於如何運用我們的線上關係
07:16
to get things done in the real world.
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在現實世界中完成一些工作
07:20
Now the way TaskRabbit works is, people outsource
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現時派遣兔(Taskrabbit)的運作模式
07:22
the tasks that they want doing, name the price
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是有人想外包他們想要做的工作
07:25
they're willing to pay, and then vetted Rabbits
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說出他們願付的價錢
07:28
bid to run the errand.
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然後交由兔群們替他們服務
07:29
Yes, there's actually a four-stage, rigorous interview process
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那些兔子要經過一個四階段的嚴謹面試
07:34
that's designed to find the people that would make
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目的是找出那些出色的個人助理
07:35
great personal assistants and weed out the dodgy Rabbits.
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和除掉那些只會躲賴的人
07:39
Now, there's over 4,000 Rabbits across the United States
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現時全美國有超過4000名兔子
07:44
and 5,000 more on the waiting list.
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超過5000人在後備名單上
07:47
Now the tasks being posted are things that you might
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那些張貼出來的都是些意料之中的工作
07:50
expect, like help with household chores
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像幫助家務
07:53
or doing some supermarket runs.
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或到超市購物跑腿
07:55
I actually learned the other day that 12 and a half thousand
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我後來發現原來有一萬二千五百籃子的衣服
07:58
loads of laundry have been cleaned and folded
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是經由工作兔送往
08:01
through TaskRabbit.
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清洗與摺疊
08:03
But I love that the number one task posted,
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但我喜愛那最多人張貼的工作
08:07
over a hundred times a day, is something that many of us
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每天超過100人張貼它
08:10
have felt the pain of doing:
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是不少人都感到痛苦的工作
08:13
yes, assembling Ikea furniture. (Laughter) (Applause)
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是的，就是組合宜家宜居(IKEA)的傢俱
08:19
It's brilliant. Now, we may laugh, but Chris here
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真的棒極了。我們也許會笑，但克力斯(Chris)
08:23
is actually making up to 5,000 dollars a month
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每月所賺的5000元
08:25
running errands around his life.
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就是靠替人服務而得的
08:28
And 70 percent of this new labor force
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這勞動力中有百分之七十的人
08:32
were previously unemployed or underemployed.
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之前都是失業或就業不足的人
08:35
I think TaskRabbit and other examples of collaborative consumption
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我覺得工作兔和其他協同消費的例子
08:39
are like lemonade stands on steroids. They're just brilliant.
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就像以檸檬汁對付類固醇那樣。真是棒極了。
08:42
Now, when you think about it, it's amazing, right,
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大家想想看，這真的很奇妙，對吧
08:46
that over the past 20 years, we've evolved
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對去二十年來
08:49
from trusting people online to share information
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我們從信任線上的人到互相分享資訊
08:53
to trusting to handing over our credit card information,
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演化至交出我們信用卡的資料
08:56
and now we're entering the third trust wave:
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現在我們進入了信任的第三波
08:59
connecting trustworthy strangers to create all kinds
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把值得信任的陌生人連繫起來
09:03
of people-powered marketplaces.
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去創造出各種各樣以人為動力的市場空間
09:05
I actually came across this fascinating study
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我這個星期才在皮優研究中心(Pew Center)
09:07
by the Pew Center this week that revealed
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發現這份令人着迷的報告
09:09
that an active Facebook user is three times as likely
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就是活躍的臉書使用者較非網際網路使用者
09:13
as a non-Internet user to believe that most people are trustworthy.
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三倍於認為大部份是都是可靠的
09:18
Virtual trust will transform the way we trust one another
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虛擬的信任會變了我們要面對面
09:22
face to face.
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才互相信任的態度
09:24
Now, with all of my optimism, and I am an optimist,
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隨着我的樂觀態度，而我是樂觀主義者
09:27
comes a healthy dose of caution, or rather, an urgent need
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出現了一定程度健康的審慎
09:31
to address some pressing, complex questions.
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可以說出現了解決一些緊急、複雜問題的迫切需要
09:35
How to ensure our digital identities reflect our
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如何確保我們的數位身份真的是
09:38
real world identities? Do we want them to be the same?
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我們在真實世界的身份？我們希望兩者一樣嗎？
09:41
How do we mimic the way trust is built face-to-face online?
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我們如何在線上摹擬面對面建立的信任？
09:45
How do we stop people who've behaved badly
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如何防止一些在某個羣體做了壞事的人
09:47
in one community doing so under a different guise?
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以假名去做同樣的事？
09:51
In a similar way that companies often use some kind of
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一些公司常用某些信賴評價方法
09:54
credit rating to decide whether to give you a mobile plan,
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去決定是否為你提供無線電話服務計劃
09:57
or the rate of a mortgage, marketplaces that depend
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或決定你的抵押貸款利率
10:00
on transactions between relative strangers
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以陌生人之間交易為主的市場
10:03
need some kind of device to let you know that Sebastian
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也需要一些方法讓你知道
10:06
and Chris are good eggs,
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賽巴斯汀(Sebastian)或克力斯(Chris)是否是好咖
10:08
and that device is reputation.
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而那個方法的聲譽
10:11
Reputation is the measurement of how much a community trusts you.
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信譽代表了一個社群對你的信任度
10:16
Let's just take a look at Chris.
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讓我們看看莫先生的例子
10:18
You can see that over 200 people have given him
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你看到若以5分為滿分
超過200人給了他
超過200人給了他
10:21
an average rating over 4.99 out of 5.
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平均4.99的分數
10:24
There are over 20 pages of reviews of his work
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超過20頁有關他工作的評價
10:26
describing him as super-friendly and fast,
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說他超級友善和快速
10:29
and he's reached level 25, the highest level,
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他更達到最高級的第25級
10:32
making him a SuperRabbit.
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使他榮膺超級兔
10:34
Now — (Laughter) -- I love that word, SuperRabbit.
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我喜愛這稱呼--超級兔
10:37
And interestingly, what Chris has noted is that as his reputation
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有趣的是，克力斯(Chris)注意到
10:41
has gone up, so has his chances of winning a bid
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隨着他信譽上升，他獲派工作的機會
10:44
and how much he can charge.
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和他可以要求的報酬也上升
10:46
In other words, for SuperRabbits, reputation
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換言之，對超級兔來說
10:49
has a real world value.
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信譽在真實世界有其價值
10:51
Now, I know what you might be thinking.
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我知道你或許在想
10:53
Well, this isn't anything new. Just think of power sellers
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這不是甚麼真事物。想想那些eBay上的超級售貨員
10:55
on eBay or star ratings on Amazon.
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或亞瑪遜上的星星評級
10:59
The difference today is that, with every trade we make,
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今天不同之處，在於我們做的每單買賣
11:02
comment we leave, person we flag, badge we earn,
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寫的每個意見，標籤的每個人，贏的每個奬章
11:06
we leave a reputation trail
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都會留下信譽足跡
11:08
of how well we can and can't be trusted.
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讓人知道我們值不值得信任
11:11
And it's not just the breadth but the volume
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驚人的不單是這些信譽資訊的廣度
11:14
of reputation data out there that is staggering.
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而是它們的數量
11:16
Just consider this: Five million nights have been booked
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試想想：單在過去六個月
11:20
on Airbnb in the past six months alone.
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在Airbnb已有人預約了五百萬個夜晚
11:23
30 million rides have been shared on Carpooling.com.
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在Carpooling.com有人分享了三千萬次車程
11:27
This year, two billion dollars worth of loans
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今年，值二百億元的貸款
11:29
will go through peer-to-peer lending platforms.
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便是透過客戶與客戶之間的借貸平台借出
11:32
This adds up to millions of pieces of reputation data
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這一切加起來便有數以百萬
11:36
on how well we behave or misbehave.
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有關我們是否可信的信貸資料
11:39
Now, capturing and correlating the trails of information
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獲取和勾稽我們在不同地方
11:43
that we leave in different places is a massive challenge,
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留下的資料是艱巨的挑戰
11:46
but one we're being asked to figure out.
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但它也是我們被要求處理的工作
11:49
What the likes of Sebastian are starting to rightfully ask
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像賽巴斯汀(Sebastion)那樣的人
開始理直氣壯地問
開始理直氣壯地問
11:52
is, shouldn't they own their reputation data?
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他們的聲譽資料豈不應由他們擁有嗎？
11:55
Shouldn't the reputation that he's personally invested
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他個人投放在Airbnb的努力而建立的聲譽
11:58
on building on Airbnb mean that it should travel with him
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豈不應隨着他
12:01
from one community to another?
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從一個社群走到另一個嗎？
12:03
What I mean by this is, say he started selling second-hand
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我的意思是，假如他開始在亞瑪遜售賣二手書
12:06
books on Amazon. Why should he have to start from scratch?
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為甚麼他要從頭開始建立聲譽？
12:10
It's a bit like when I moved from New York to Sydney.
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這有點像我從紐約搬到雪梨
12:14
It was ridiculous. I couldn't get a mobile phone plan
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這真是荒謬。我不能取得手提電話服務
12:17
because my credit history didn't travel with me.
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因為我的信貸歷史沒有隨我來到雪梨
12:21
I was essentially a ghost in the system.
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我基本上是制度裏的一個幽靈
12:24
Now I'm not suggesting that the next stage
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我不是要提出信譽經濟的下一階段
12:27
of the reputation economy is about
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是要把不同的評級
12:28
adding up multiple ratings into some kind of empty score.
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加起來成為一些空洞白的評分
12:33
People's lives are too complex, and who wants to do that?
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人的生活太過複雜了，誰人會想這樣做？
12:36
I also want to be clear that this isn't about adding up
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我也想說清楚，這不是簡單地把
12:39
tweets and likes and friends in a clout-like fashion.
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社交網站上的讚好或朋友數目加起來
12:42
Those guys are measuring influence, not behaviors
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這量度的是影響力
12:46
that indicate our trustworthiness.
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不是反映我們可靠度的行為
12:47
But the most important thing that we have to keep in mind
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但最重要的是我們要記著
12:51
is that reputation is largely contextual.
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信譽是可以被言語化
12:55
Just because Sebastian is a wonderful host
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賽巴斯汀(Sebastion)是一位好的民宿老闆
12:58
does not mean that he can assemble Ikea furniture.
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不代表他懂得組合宜家宜居(IKEA)的傢俱
13:02
The big challenge is figuring out what data
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我們面對的重大挑戰
13:05
makes sense to pull, because the future's
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在於找出有用的資訊
13:08
going to be driven by a smart aggregation of reputation,
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因為未來將被巧妙聚集的信譽而推動
13:11
not a single algorithm.
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而不是一個簡單的演算方法
13:14
It's only a matter of time before we'll be able to perform
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我們不但需要時間
13:18
a Facebook- or Google-like search
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才能進行臉書或類似Google那樣的搜尋引擎
13:20
and see a complete picture of someone's behaviors
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讓我們能夠湊合出一個人
13:23
in different contexts over time.
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在不同時間和場境下的完整行為模式
13:26
I envision a realtime stream of who has trusted you,
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我預見我們要有實時的串流，去查看誰人
13:30
when, where and why, your reliability on TaskRabbit,
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甚麼時候、在那裏和為甚麼信任你
你在派遣免(Taskrabbit)的可靠度
你在派遣免(Taskrabbit)的可靠度
13:34
your cleanliness as a guest on Airbnb,
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你在Airbnb作為客人的整潔度
13:36
the knowledge that you display on Quora or [unclear],
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你在Quora(類似知識+論壇網站)展現的知識
13:39
they'll all live together in one place,
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這些資訊都要聚集在一處
13:42
and this will live in some kind of reputation dashboard
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成為某種關於你的信譽指標版
13:45
that will paint a picture of your reputation capital.
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它會繪畫出你的信譽資產
13:50
Now this is a concept that I'm currently researching
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這是我現正研究的一個概念
13:53
and writing my next book on, and currently define
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我下一本書也以此為主題
13:55
as the worth of your reputation, your intentions,
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現時這概念可定義為你在不同社羣和市場
13:59
capabilities and values across communities and marketplaces.
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信譽、動機、能力的價值
14:03
This isn't some far-off frontier.
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這不是一些偏遠的領域
14:06
There are actually a wave of startups like Connect.Me
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一些網站如Connect.me、Legit和TrustCloud
14:09
and Legit and TrustCloud that are figuring out how
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正啓動一連串計劃，試圖找出
14:13
you can aggregate, monitor and use your online reputation.
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如何集合、監控和運用你在網上的信譽
14:18
Now, I realize that this concept may sound a little
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我明白這會令你們部份人感到像被監視
14:22
Big Brother to some of you, and yes, there are some
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是的，我們有很多
14:25
enormous transparency and privacy issues to solve,
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關乎網路透明度和隱私的問題有待解決
14:28
but ultimately, if we can collect our personal reputation,
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但最終來說，我們可以收集自己的信譽
14:32
we can actually control it more, and extract
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可以實質上更有效控制它
14:35
the immense value that will flow from it.
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和抽取其中巨大的價值
14:38
Also, more so than our credit history,
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另一方面，較諸我們的信任度歷史
14:41
we can actually shape our reputation.
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我們更可以塑造我們的信譽
14:43
Just think of Sebastian
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只要想想賽巴斯汀(Sebastion)
14:45
and how he bought the cat to influence his.
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他如何透過買下那隻貓來影響他的信譽
14:48
Now privacy issues aside, the other really interesting issue
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除了私隱問題外，另一個我正在研究的
14:52
I'm looking at is how do we empower digital ghosts,
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真正有趣問題是我們如何強化這些數位幽靈
14:55
people [who] for whatever reason, are not active online,
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就是那些無論為了甚麼原因在線上不活躍
14:58
but are some of the most trustworthy people in the world?
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但在現實世界又極其值得信賴的人？
15:01
How do we take their contributions to their jobs,
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我們如何將他們對工作、
15:04
their communities and their families,
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社區和家庭的貢獻
15:06
and convert that value into reputation capital?
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轉化為聲譽資產的價值？
15:10
Ultimately, when we get it right, reputation capital
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最終來說，若我們走對了方向
15:14
could create a massive positive disruption
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信譽資產會對誰擁有權力、得人信任、和有影響力
15:17
in who has power, trust and influence.
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產生巨大而正面的衝擊
15:21
A three-digit score, your traditional credit history,
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一個代表你傳統信任度歷史的三位數字
15:24
that only 30 percent of us actually know what it is,
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我們之中只有百份之三十的人知道它的意義
15:27
will no longer be the determining factor
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它不再成為我們要付出多少成本、我們可以得到甚麼
15:30
in how much things cost, what we can access,
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的決定性因素
15:33
and, in many instances, limit what we can do in the world.
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在許多情況下，也不再成為我們可以做甚麼的限制
15:36
Indeed, reputation is a currency that I believe will become
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事實上，我認為信譽會在二十一世紀成為
15:41
more powerful than our credit history in the 21st century.
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較我們的信任度歷史更強勢的貨幣
15:46
Reputation will be the currency that says
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信譽會成為一種貨幣
15:49
that you can trust me.
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它告訴人你可以信任我
15:51
Now the interesting thing is, reputation
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有趣的是
15:54
is the socioeconomic lubricant
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目前信譽是個社會經濟的潤滑劑
15:56
that makes collaborative consumption work and scale,
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令協同消費得以運作並可以衡量
16:01
but the sources it will be generated from,
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但它的產生的源頭和應用模式
16:03
and its applications, are far bigger than this space alone.
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遠超出這個層面
16:07
Let me give you one example from the world of recruiting,
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大家可以以招募人才為例
16:10
where reputation data will make the résumé seem
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信譽的資料將會令個人履歷
16:14
like an archaic relic of the past.
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成為過時的遺跡
16:18
Four years ago, tech bloggers and entrepreneurs
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四年前，科技的部落客和企業家們
16:22
Joel Spolsky and Jeff Atwood, decided to start something
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喬爾斯波斯基(Joel Spolsky)和
傑夫艾特伍(Jeff Atwood)決意要開展
傑夫艾特伍(Jeff Atwood)決意要開展
16:27
called Stack Overflow.
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一項名為積智滿溢的計劃
16:30
Now, Stack Overflow is basically a platform where
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現在堆積智滿溢基本上是一個平台
16:33
experienced programmers can ask
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讓有經驗的程式員向其他優秀的程式員
16:36
other good programmers highly detailed technical questions
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在如細小像素和谷哥瀏覽器擴充功能等事項上
16:40
on things like tiny pixels and chrome extensions.
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提出極其技術性的仔細問題
16:44
This site receives five and a half thousand questions a day,
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這個網站每天收到5500條問題
16:48
and 80 percent of these receive accurate answers.
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其中百份之八十都可獲得正確的答案
16:52
Now users earn reputation in a whole range of ways,
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現在使用者可以以不同方式贏取信譽
16:55
but it's basically by convincing their peers
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但基本上都是透過令同儕信服
16:58
they know what they're talking about.
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這些人真的是內行人
17:00
Now a few months after this site launched, the founders
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這個網站運行數月後
17:03
heard about something interesting,
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建立這網站的人聽到一些有趣的東西
17:05
and it actually didn't surprise them.
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這些東西令他們感到意外
17:07
What they heard was that users were putting
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他們聽到有些用戶把他們的信譽評分
17:10
their reputation scores on the top of their résumés,
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放在他們的履歷之上
17:14
and that recruiters were searching the platform
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而負責招募的人則在這網站上
17:17
to find people with unique talents.
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尋找那些有特殊才幹的人
17:19
Now thousands of programmers today are finding
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現時有數以千計的程式員
17:22
better jobs this way, because Stack Overflow
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以這方法覓得更好的工作
17:25
and the reputation dashboards provide a priceless window
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因為積智滿溢和信譽儀表板開了一個無價的窗口
17:28
into how someone really behaves,
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讓人可以從中窺探一些人的真正行為
17:31
and what their peers think of them.
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和他們的同儕對這些人的評價
17:33
But the bigger principle of what's happening behind Stack Overflow,
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然而積智滿溢背後有一個更大原則
17:36
I think, is incredibly exciting.
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在我看來是非常令人興奮的
17:38
People are starting to realize that the reputation
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人們可以發現他們在一個地方所累積的信譽
17:42
they generate in one place has value
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在其他地方
17:45
beyond the environments from which it was built.
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同樣是有價值的
17:48
You know, it's very interesting.
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你知嗎，這真有意思
17:50
When you talk to super-users, whether that's SuperRabbits
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你與一些超級用戶談話時
17:53
or super-people on Stack Overflow, or Uberhosts,
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不論他們屬於超級免、積智滿溢或Uberhost網站
17:57
they all talk about how having a high reputation
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他們都會告訴你好的信譽
18:00
unlocks a sense of their own power.
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讓他們感受到自己的能力
18:04
On Stack Overflow, it creates a level playing field,
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在堆叠溢流，信譽形成一個公平的競技場
18:07
enabling the people with the real talent to rise to the top.
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讓有真材實料的人出人頭地
18:10
On Airbnb, the people often become more important
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在Airbnb，人往往較空置的的地方重要
18:13
than the spaces. On TaskRabbit,
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在派遣免(Taskrabbit)，它給人權力
18:15
it gives people control of their economic activity.
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去控制自己的經濟活動
18:19
Now at the end of my tea with Sebastian, he told me how,
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我與賽巴斯汀(Sebastion)茶聚結束時
18:22
on a bad, rainy day, when he hasn't had a customer
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他告訴我在雨天時
他的書室一個客人也沒有
他的書室一個客人也沒有
18:25
in his bookstore, he thinks of all the people around
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他會想起那些在世界各地
18:29
the world who've said something wonderful about him,
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曾讚賞過他的人
18:32
and what that says about him as a person.
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和他們覺得他是怎樣的人
18:34
He's turning 50 this year, and he's convinced
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他今年將屆50歲
18:38
that the rich tapestry of reputation he's built on Airbnb
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他確信他在Airbnb所建立的信譽
18:41
will lead him to doing something interesting
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會終其一生
18:44
with the rest of his life.
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引領他做有意義的事情
18:47
You know, there are only a few windows in history
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你知嗎，歷史上只有少數窗口
18:51
where the opportunity exists to reinvent
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可以給我們機會去重新發現
18:54
part of how our socioeconomic system works.
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我們的社會經濟制度是如何運作的
18:57
We're living through one of those moments.
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我們正經歷其中一個這樣的時刻
19:00
I believe that we are at the start of a collaborative revolution
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我相信我們位於一個協同革命的起點
19:03
that will be as significant as the Industrial Revolution.
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這革命像工業革命那樣意義重大
19:07
In the 20th century, the invention of traditional credit
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在20世紀，隨着發明了傳統的信任資訊
19:11
transformed our consumer system, and in many ways
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因而改變了我們的消費制度
19:14
controlled who had access to what.
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它也在很多方面決定誰可得到甚麼
19:17
In the 21st century, new trust networks,
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在21世紀，出現了新的信任網絡
19:20
and the reputation capital they generate, will reinvent
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它們產生的信譽資產
19:23
the way we think about wealth, markets, power
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會重新界定我們對財富、市場、能力
19:27
and personal identity, in ways we can't yet even imagine.
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和個人身份的看法，是我們還沒法想像的
19:32
Thank you very much. (Applause)
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多謝大家
19:35
(Applause)
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（鼓掌喝采）
ABOUT THE SPEAKER
Rachel Botsman - Trust researcherRachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume.
Why you should listen
Rachel Botsman is an author and a visiting academic at the University of Oxford, Saïd Business School. Her work focuses on how technology is enabling trust in ways that are changing the way we live, work, bank and consume. She defined the theory of "collaborative consumption" in her first book, What's Mine Is Yours, which she co-authored with Roo Rogers. The concept was subsequently named by TIME as one of the "10 Ideas that Will Change the World" and by Thinkers50 as the 2015 Breakthrough Idea.
Named a "Young Global Leader" by the World Economic Forum, Botsman examines the growth and challenges of start-ups such as Airbnb, TaskRabbit and Uber. She is regular writer and commentator in leading international publications including the New York Times, The Wall Street Journal, Harvard Business Review, The Economist, WIRED and more. She is currently writing a new book that explores why the real disruption happening isn’t technology; it’s a profound shift in trust.
Rachel Botsman | Speaker | TED.com