TEDGlobal 2017
Magatte Wade: Why it's too hard to start a business in Africa -- and how to change it
瑪格特韋德: 為何在非洲發展企業如此困難？如何改變這個狀況？
Filmed:
Readability: 2.6
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企業家瑪格特韋德說，許多非洲國家很貧窮，原因很簡單：政府創造出太多障礙，讓企業的創立和營運變得很困難。在這場充滿熱情的演說中，韋德分析在這塊大陸上做生意的挑戰，提供一些她自己的解決方案，並呼籲領導人扮演好自己的角色。
Magatte Wade - Brand creator
Magatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent. Full bio
Magatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent. Full bio
Double-click the English transcript below to play the video.
00:13
Today, what I want to share with you
is something that happened to me,
is something that happened to me,
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今天，我想和各位分享的，
是發生在我身上的事，
是發生在我身上的事，
00:17
actually, around four
weeks ago, it happened.
weeks ago, it happened.
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其實，發生的時間
就只是四週之前。
就只是四週之前。
00:19
Words were said to me that I never thought
I would ever hear it said to my face
I would ever hear it said to my face
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有人當面對我說了一些話，
我從來不認為
我從來不認為
會有任何人當面對我說出這種話。
00:26
by another human being.
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00:28
And those words, they shattered my heart.
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那些話讓我心碎。
00:33
And at the same time,
they filled it with so much hope.
they filled it with so much hope.
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同時，那些話也讓
我的心中充滿了希望。
我的心中充滿了希望。
00:38
And the whole experience
renewed my commitment
renewed my commitment
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這段經驗讓我對於今天我來此
和大家分享的想法有了新的承諾。
00:43
to the idea that I came
to share with you today.
to share with you today.
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00:45
You see, I tell everyone
that I am a haunted person.
that I am a haunted person.
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我告訴每一個人
我焦慮不安。
00:51
What haunts me is the impossible stories,
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讓我焦慮的是荒謬的故事，
00:56
story after story after story after story
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一個又一個又一個的故事，
00:59
of young people, my people, people like me
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訴說著年輕人，我的同胞，
像我這樣的人，
像我這樣的人，
01:04
dying out there on the ocean, right now,
laying at the bottom of the ocean,
laying at the bottom of the ocean,
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死在海洋上，屍體沉入海底，
現在成為魚類的食物。
01:09
serving as fish food.
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01:13
Do you really think
that's the best we can do?
that's the best we can do?
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你們真的認為我們只能這樣嗎？
成為魚類的食物？
成為魚類的食物？
01:15
To serve as fish food?
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01:18
And for those of them
who are trying to migrate to Europe --
who are trying to migrate to Europe --
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試圖要移民到歐洲的人——
這就是他們的目的，
這就是他們的目的，
01:20
because that's what it is all about,
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他們試圖穿過利比亞，
移民到歐洲找工作。
移民到歐洲找工作。
01:22
they are trying to migrate
to Europe to find a job.
to Europe to find a job.
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01:25
Going through Libya.
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01:27
Do you know what happens to us
when we're trying to cross through Libya
when we're trying to cross through Libya
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你們可知道，
當我們試圖橫越利比亞
當我們試圖橫越利比亞
卻被困在那裡時，
會發生什麼事嗎？
會發生什麼事嗎？
01:30
and we're trapped over there?
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01:32
Well, we're being sold as slaves.
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我們會被賣去做奴隸。
01:36
For 300 dollars,
maybe sometimes 500 dollars.
maybe sometimes 500 dollars.
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只要 $300，有時 $500，就成交。
01:43
Sometimes I hear stories
of bodies that fall off an airplane.
of bodies that fall off an airplane.
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有時，我聽到的故事是說
有屍體從飛機上掉下來。
有屍體從飛機上掉下來。
01:48
Somebody hid in
the landing gear of a plane
the landing gear of a plane
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有人會躲藏在飛機的起落架上，
01:51
or in the cargo section of a plane,
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或是飛機的貨倉內，
01:52
and then you find them frozen to death.
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最後凍死了。
01:56
Wouldn't you be haunted if, like me,
from the moment you were a little girl,
from the moment you were a little girl,
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如果你們從還是小女孩的時候，
就聽到這些故事，
一而再再而三地重覆發生，
一而再再而三地重覆發生，
02:00
you hear these stories
and they keep repeating themselves,
and they keep repeating themselves,
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難道不會跟我一樣焦慮不安嗎？
02:02
over and over and over?
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你們不會焦慮不安嗎？
02:04
Wouldn't you be haunted?
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02:05
That's my case.
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那就是我的情況。
02:07
And at the same time, you know,
as my people are dying,
as my people are dying,
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當我的同胞正在一個個消失的同時，
我的文化也正步入滅亡。
我的文化也正步入滅亡。
02:10
my culture is also dying.
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好了，我說出來了。
02:11
There, I said it.
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02:13
Because, you know,
we have this culture inferiority,
we have this culture inferiority,
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因為，我們有種文化自卑感，
意思就是說，我們的
任何東西都不夠好。
任何東西都不夠好。
02:15
which means that anything
that comes from us is not good enough.
that comes from us is not good enough.
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02:18
But you know, in my situation,
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但，在我的情況，
02:20
and because I was raised to criticize
by creating, it's Michelangelos.
by creating, it's Michelangelos.
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因我被教導要用
有創意的方式來批評，
有創意的方式來批評，
很米開朗基羅式。
02:25
My father said, "Do not
come to me with problems
come to me with problems
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我父親說：「如果
你要帶著問題來找我，
你要帶著問題來找我，
02:27
unless you thought
of a couple alternatives.
of a couple alternatives.
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你就要先想出些替代方案。
不一定要是對的，
但我要知道你有想出東西來。」
但我要知道你有想出東西來。」
02:29
They don't have to be right,
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02:31
but I just want to know
that you thought of something."
that you thought of something."
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所以我的人生態度就是——
02:33
So, I have this attitude in life --
something is wrong, find a way to fix it.
something is wrong, find a way to fix it.
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出錯了，就想方法來補救它。
那就是為什麼我創立了我的事業，
02:37
And that's why I start
the businesses that I start,
the businesses that I start,
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通常是消費者品牌，
02:40
that's usually consumer brands,
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都會內建有我的非洲文化的精華。
02:41
that have embedded in them
the very best of my African culture.
the very best of my African culture.
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02:44
And what I do is it's all packaged,
21st century, world-class tendered,
21st century, world-class tendered,
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我所做的是包成套裝，
21 世紀，世界級呈現，
21 世紀，世界級呈現，
02:49
and I bring that to one of the most
sophisticated markets in the world,
sophisticated markets in the world,
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且我把它帶進世界上
最複雜的市場之一，
最複雜的市場之一，
02:54
which is the US.
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美國。
02:56
First company was a beverage company,
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第一間公司是飲料公司，
02:58
second one is a skin care company,
third one is launching next month,
third one is launching next month,
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第二間公司是皮膚照護公司，
第三間下個月就會上路，
第三間下個月就會上路，
03:02
and they all have that in common.
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它們都有那樣的共同點。
03:05
So, why are these people leaving?
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所以，為什麼這些人會離開？
03:09
They're leaving because they have no jobs.
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他們離開是因為
他們沒有工作。
他們離開是因為
他們所在的地方沒有工作。
他們所在的地方沒有工作。
03:13
They're leaving because
where they are, there's no jobs.
where they are, there's no jobs.
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所以……
03:15
So ...
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03:18
But poverty, that's really striking them,
is the root cause of why they're leaving.
is the root cause of why they're leaving.
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但貧困才是真正打擊他們，
讓他們離開的根本原因。
03:24
Now, why are people poor?
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為什麼有人會貧窮？
貧窮是因為沒有錢。
03:27
People are poor
because they have no money.
because they have no money.
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沒有錢是因為沒有收入來源。
03:29
You have no money
because you have no source of income.
because you have no source of income.
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對大部分人來說，
收入的來源是什麼？
收入的來源是什麼？
03:31
And for most of us,
what is a source of income?
what is a source of income?
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對大部分人來說，
收入的來源是什麼？告訴我。
收入的來源是什麼？告訴我。
03:33
For most of us, what is our
source of income, what is it, tell me?
source of income, what is it, tell me?
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工作，謝謝。
03:37
Jobs, thank you.
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工作從哪裡來？
03:38
Where do jobs come from?
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03:41
Come from where?
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從哪裡來？
03:43
Businesses, thank you.
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企業，謝謝。
03:46
Now, if jobs is what fixes poverty,
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如果工作能夠解決貧困問題，
03:50
and jobs come from businesses,
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且工作來自企業，
03:52
don't you think --
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難道你們不認為——
03:53
especially, they come from small
and medium size enterprises, SMEs --
and medium size enterprises, SMEs --
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且工作主要是來自中小型企業——
03:57
then don't you think, maybe for a second,
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你們不認為，至少閃過這個念頭，
03:59
that we should focus on making it easy
for a small-business person
for a small-business person
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我們應該要專注讓小企業的人更容易
創業和經營他們的企業？
04:04
to start and run their business?
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這樣不是很合理嗎？
04:05
Don't you think that it makes sense?
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為什麼當我看到
04:07
Why is it that when I look
at the Doing Business index ranking
at the Doing Business index ranking
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世界銀行的經商指數排名，
04:10
of the World Bank,
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04:11
that ranks every country in the world
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將全世界所有國家
依照成立公司的難易度來排名，
04:14
in terms of how easy or hard
it is to start a company,
it is to start a company,
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04:17
you tell me why African countries,
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請告訴我，為什麼非洲國家，
04:20
all 50 of them,
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全部五十個國家，
04:21
are basically at the bottom of that list?
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排名基本上都吊車尾？
那就是我們貧窮的原因。
04:26
That's why we're poor.
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04:28
We're poor because
it is literally impossible
it is literally impossible
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我們很貧窮是因為
在我們的這些國家裡
在我們的這些國家裡
04:31
to do businesses
in these countries of ours.
in these countries of ours.
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真的是不可能做生意。
04:34
But I'm going to tell you exactly
what it means on the ground
what it means on the ground
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但我要告訴你們，這對於我這樣的
一般人來說，有什麼意涵。
04:37
for someone like me.
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04:38
I have a manufacturing
facility in Senegal.
facility in Senegal.
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我在塞內加爾有個
製造廠。你們可知道，
製造廠。你們可知道，
04:40
Did you know that for all my raw material
that I can't find in the country,
that I can't find in the country,
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對於所有在國內無法找到的原料，
04:44
I have to pay a 45 percent tariff
on everything that comes in?
on everything that comes in?
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我得要支付 45% 的關稅才能進口？
04:48
Forty-five percent tariff.
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45% 的關稅。
04:51
Do you know that,
even to look for fine cardboard
even to look for fine cardboard
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你們是否知道，
即使要找好的硬紙板，
即使要找好的硬紙板，
04:53
to ship my finished products to the US,
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來把我製造出來的成品
運送到美國，
運送到美國，
04:55
I can't find new, finished cardboard?
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我也找不到新的、做好的硬紙板？
04:58
Impossible.
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不可能。
04:59
Because the distributors
are not going to come here
are not going to come here
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因為批發商不會來這裡營業，
05:01
to start their business,
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05:02
because it makes no sense, either.
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因為沒道理那樣做。
所以現在我的倉庫得要動員
價值三千美元的硬紙板，
價值三千美元的硬紙板，
05:04
So right now, I have to mobilize
3000 dollars' worth of cardboard
3000 dollars' worth of cardboard
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05:07
in my warehouse,
so that I can have cardboard,
so that I can have cardboard,
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這樣我才有硬紙板可用，
且要等上至少五個星期才會到。
且要等上至少五個星期才會到。
05:09
and they won't arrive
for another five weeks.
for another five weeks.
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法律荒謬到讓我們感到窒息。
05:12
The fact that we are stifled
with the most nonsensical laws out there.
with the most nonsensical laws out there.
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05:17
That's why we can't run businesses.
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那就是為什麼我們無法經營企業。
05:19
It's like swimming through molasses.
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感覺就像是游泳游過糖漿一樣。
05:21
So, what can you do about that?
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所以，你們能怎麼做？
05:26
I told you today that someone
said to me words that marked me,
said to me words that marked me,
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我剛告訴過各位，有人對我
說了一些讓我難忘的話，
說了一些讓我難忘的話，
05:30
because I explained the same thing
to my employees in Senegal.
to my employees in Senegal.
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因為我向我在塞內加爾的
員工解釋了同樣的道理。
員工解釋了同樣的道理。
05:33
And one of them started crying --
her name is Yahara.
her name is Yahara.
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其中一位員工開始哭泣，
她叫做雅哈拉。
她叫做雅哈拉。
05:36
She started crying.
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她開始哭泣。我說：
「你為什麼要哭泣？」
「你為什麼要哭泣？」
05:37
I said, "Why are you crying?"
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她說：「我哭的原因
是因為我漸漸相信——
是因為我漸漸相信——
05:38
She said, "I'm crying
because I had come to believe --
because I had come to believe --
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05:42
always seeing us
represented as poor people --
represented as poor people --
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我們一直被當作可憐人——
05:44
I had come to believe that maybe,
yes, maybe we are inferior.
yes, maybe we are inferior.
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我漸漸相信，
也許，是的，
也許我們真的比較劣等。
也許我們真的比較劣等。
05:49
Because, otherwise, how do you explain
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要不然要如何解釋
05:51
that we're always
in the begging situation?"
in the begging situation?"
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我們總是處在乞求的
情境中，為什麼？」
情境中，為什麼？」
05:54
That's what broke my heart.
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那就是我心碎的原因。
05:56
But at the same time that she said that,
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但就在她這麼說的時候，
我把剛才對你們說的解釋給她聽，
我把剛才對你們說的解釋給她聽，
05:58
because of how I explained
just what I explained to you,
just what I explained to you,
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她說：「現在我知道問題不在我。
06:00
she said, "But now, I know
that I am not the problem.
that I am not the problem.
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我的問題在於我所處的環境。」
06:03
It is my environment in which I live,
that's my problem."
that's my problem."
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06:06
I said, "Yes."
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我說： 「是的。」
06:08
And that's what gave me hope --
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那給了我希望——
06:10
that once people get it,
they now change their outlook on life.
they now change their outlook on life.
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一旦人們能了解這一點，
他們就會改變對人生的觀點。
他們就會改變對人生的觀點。
06:14
Here, what are some
of our solutions, then?
of our solutions, then?
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那麼，我們有些什麼解決方案呢？
06:16
If jobs is a solution,
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如果工作是種解決方案，
06:17
don't you think, then,
that we should be simplifying
that we should be simplifying
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那麼，難道你們不覺得
我們應該簡化所有
這些國家的企業環境嗎？
這些國家的企業環境嗎？
06:20
the business environment
of all of these countries?
of all of these countries?
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06:23
Don't you think?
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你們不覺得嗎？
06:24
And along with you,
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除了你們之外，
06:26
I would like for all of your friends
from the other 50 countries
from the other 50 countries
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如果你們有其他朋友
在這吊車尾的五十個國家中，
在這吊車尾的五十個國家中，
06:29
that are on the bottom of that list
to do the same thing.
to do the same thing.
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我也希望他們能做同樣的事。
你們做這些，剩下的交給我們。
06:31
You do that, we do the rest of the job.
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我在做我的份，你們在做什麼？
06:33
I'm doing my part of the game,
what are you doing?
what are you doing?
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（掌聲）
06:36
(Applause)
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你們在做什麼？
06:37
What are you doing?
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（掌聲）
06:38
(Applause)
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06:40
What are you doing?
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你們在做什麼？
06:42
(Applause)
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（掌聲）
06:43
And as for you,
everybody here in this room,
everybody here in this room,
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至於在這間房間中的每個人，
我想留給你們兩項進軍令。
06:45
I leave you with two marching orders.
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挽起袖子參與，而你參與的方式，
就是教育你自己，
就是教育你自己，
06:47
Get in the game,
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06:48
and the way you get in it
is educate yourself,
is educate yourself,
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在你自己的周遭建立起意識，
06:50
build awareness around yourself,
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06:52
and then also advocate
for e-government solutions.
for e-government solutions.
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接著，也要倡導
電子政府解決方案。
電子政府解決方案。
06:55
He said, "Oh, corruption,
how do we fight corruption?"
how do we fight corruption?"
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他說：「喔，貪腐，
我們要如何打擊貪腐？」
我們要如何打擊貪腐？」
06:58
Well, as a matter of fact,
I'm here to tell you
I'm here to tell you
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事實上，我來這裡告訴各位
07:00
that yes, you can do it
by the stroke of a pen.
by the stroke of a pen.
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是的，你可以很輕易辦到。
你不需要任何人來告訴你
何時做、如何做。
何時做、如何做。
07:02
You do not need anyone to tell you
when and how to do that.
when and how to do that.
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07:05
It is one thing, actually,
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其實，這件事
07:07
that you don't need to wait
for anyone to do, so do it.
for anyone to do, so do it.
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你並不需要等任何人，
就去做吧。
07:10
Otherwise, don't come and tell me
that you want to fix corruption.
that you want to fix corruption.
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不然，就別來跟我說
你想要打擊貪腐。
你想要打擊貪腐。
07:13
You and your other 50 friends
from the other 50 countries
from the other 50 countries
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你和你從那些從吊車尾的
五十個國家來的五十位朋友。
07:16
that are at the bottom of that list.
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07:18
That's how you fight corruption.
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那就是你對抗貪腐的方式。
因為貪腐會發生。
因為貪腐會發生。
07:20
If you were only charging me 5 percent
to get my stuff in the country,
to get my stuff in the country,
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如果我把東西，我的原料，
進口到國內只要收我 5%，
07:23
my raw material,
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而不是 45%，
07:24
instead of the 45 percent,
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你們真的認為我必須要
花錢去賄賂嗎？
花錢去賄賂嗎？
07:26
do you really think
that I would have to go a pay a bribe?
that I would have to go a pay a bribe?
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貪腐就是這麼來的。
07:28
That's what breeds corruption.
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07:30
Bad laws, sets of horrible, nonsense laws.
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不好的法律，
非常糟糕、無理的法律。
07:35
(Applause) (Cheers)
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（掌聲）（歡呼）
07:37
Right?
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對吧？
07:38
(Applause)
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（掌聲）
07:44
You want to fight corruption?
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你想要打擊貪腐？
07:46
That's what you do.
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你就要這麼做。
07:47
And again, remember,
you don't need to wait for anyone.
you don't need to wait for anyone.
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同樣的，切記，
你不需要等任何人。
你不需要等任何人。
你自己就能做到。
07:49
You can do that by yourself.
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除非你告訴我，也許你沒有主權，
07:51
Unless you're telling me
that maybe you have no sovereignty,
that maybe you have no sovereignty,
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那就完全是另一個問題了。
07:54
and that's a whole other problem.
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好，從這裡開始，
07:55
OK, so, from here on,
I have simple words for our "leaders."
I have simple words for our "leaders."
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我有一些簡單的話
要給我們的「領導人」。
要給我們的「領導人」。
08:03
This can go two ways.
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可能會發生的狀況有兩種。
08:06
It can go the nasty way,
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可能會很糟。
08:07
because we have hundreds
of millions of young people
of millions of young people
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因為我們有數億名年輕人
08:10
coming to life right now, here,
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醒過來了，就在這裡，
08:13
and if they don't have an outlook in life,
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如果他們沒有人生的展望，
08:16
they are going to go for a revolution.
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他們將會選擇革命。
08:17
They're going to go for violence.
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他們將會選擇暴力。
08:19
And none of us wants that.
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沒有人希望如此。
08:21
None, none of us.
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沒有人。
08:22
That's the one way it can go.
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那是其中一種狀況。
08:24
Or the second way it can go is,
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第二種可能的狀況是，
08:25
all this happens peacefully, productively,
and everything is good,
and everything is good,
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這一切會以和平、
有生產力的方式發生，
有生產力的方式發生，
一切都很好，
08:29
and you do what you need to do,
you get out of my way,
you get out of my way,
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你做你該做的，
你不要擋到我的路，
你不要擋到我的路，
讓我們這樣的人盡本份，
我們就會創造出我們需要的工作，
我們就會創造出我們需要的工作，
08:31
you let people like me do our job,
we create all these jobs we need,
we create all these jobs we need,
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接著非洲就會變成
非常繁榮的國家，
非常繁榮的國家，
08:35
and then Africa becomes
this very prosperous country
this very prosperous country
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08:38
that it's designed to be,
it should have been for a long time.
it should have been for a long time.
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它本來就被設計是如此，
且很早以前就該一直是了。
且很早以前就該一直是了。
08:41
It happens like that, everybody's happy,
we move on with our lives.
we move on with our lives.
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就像那樣發生了，大家都快樂，
我們繼續過我們的生活。
我們繼續過我們的生活。
08:44
It can happen in two ways --
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可能會發生的狀況有兩種——
08:46
pick violence or you pick
the calm, productive way.
the calm, productive way.
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選擇暴力，或選擇冷靜、
有生產力的方式。
有生產力的方式。
08:49
I want the calm, productive way.
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我想要後者。
我們都不應該試著去想
08:51
None of us should ever,
ever even try to think
ever even try to think
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08:53
about what else could happen
if we don't go there.
if we don't go there.
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如果我們沒達成目標
會發生什麼事。
會發生什麼事。
所以，拜託。
08:55
So, please.
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08:57
And the time has come.
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時候到了。
08:58
This type of picture -- prosperity,
happiness, human flourishing --
happiness, human flourishing --
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這種景象——繁榮、
快樂、人類昌盛——
快樂、人類昌盛——
09:02
that's what I see if we do our job.
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我認為若我們盡本份，
它就會實現。
它就會實現。
09:04
Thank you.
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謝謝。
09:05
(Applause) (Cheering)
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（掌聲）（歡呼）
09:07
Thank you.
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謝謝。
09:08
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Magatte Wade - Brand creatorMagatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent.
Why you should listen
Magatte Wade's first company, Adina World Beverages, brought Senegalese bissap to US consumers through Whole Foods Market, Wegmans and United Natural Foods, Inc. Her second company, Tiossan, brought Senegalese skin care recipes to US consumers through Nordstrom and boutique beauty retailers. Her third company, SkinIsSkin, manufactures lip balms based on Senegalese ingredients in Senegal and markets them in the US to reduce racial bias.
Based on her experiences creating consumer brands and building agricultural and manufacturing capacity in Senegal, Wade has spoken at dozens of universities including Oxford, Harvard, Yale, Columbia and MIT, among other, as well as at global conferences on innovation and economic development in France, Dubai, Guatemala, Nigeria, Saudi Arabia and many more. She writes for the Huffington Post, Barron's, and the UK Guardian. She is a Young Global Leader with the World Economic Forum at Davos and has appeared on the cover of Forbes Afrique. She was also named one of the "Twenty Young Power Women of Africa" by Forbes US.
Magatte Wade | Speaker | TED.com