How do you come up with great ideas, and then make them happen? This is what I spend my days doing.

你如何產出好主意，並進而實踐？這就是我每天花時間作的事情。

I run the Stanford Technology Ventures Program, which is in the Management, Science and Engineering department at the Stanford School of Engineering, and my goal is to help students figure out how to come up with the big ideas, and then bring them to life.

我在史丹佛工程院的管理、科學、與工程科系經營史丹佛科技創業計畫，我的目標是讓學生學會產出宏觀的想法，並進而付諸實行

Now, I've been doing this for about 14 years, and I wanna tell you a secret.

現在，我已經做這事情做了快14年了，我想告訴你一個秘密。

I decided I wanted to write a book on creativity a few years ago, and, I started a file on my computer, and the file said, not another book about creativity. It's like, not one more book, how, this is not gonna be just one more book.

幾年前，我想寫一本關於創意的書。我在電腦開了個檔案，檔名是「不只是另一本關於創意的書」。就像是，不只是多一本書。那麼我要如何讓它不僅只於此呢？

And I sold the idea basically with the name, which is ingenious, and so the title was good enough that my publisher said that yes, let's do it.

我推銷這個想法的方式基本上是從書名開始的，也就是InGenious（原意為獨創的），因為這標題夠好，所以我的出版商就說好，我們來出這本書吧！

But I got to the end of the first draft, and I realized, you know what? It was just one more book about creativity.

但當我第一份草稿快殺青時，我發現，你知道嗎？這不過是另一本關於創意的書罷了。

So I started over, and I started over, and I started over, until finally I realized I was looking at the material through much too tight a focus,

所以我一次又一次地從頭來過，直到我發現我觀察素材的方式過於聚焦了。

and I needed to open up the lens and look at the creative process and the process of bringing ideas to life through a dif, very, very different perspective.

我需要把視野放開一些，並透過非常非常不同的觀點來觀察創意的過程，以及把創業實現的過程

And I created a model, which I call the Innovation Engine.

所以我創造了一個模型，並稱之為創意引擎

And what' I'm gonna do is, over the next few minutes, take it apart and put it back together, and I hope you agree with me that this is a really interesting way at looking at how do you come up with ideas, and how do you actually bring them to life.

我要做的事情是，在接下來的幾分鐘內，我會將其拆解並組裝回去，我希望您會認同我，這就是觀察你如何產出想法，並將之實踐的有趣方式

Now, when you look at the innovation engine, you'll notice there are some things that are sort of the obvious place that you would start if you're talking about creativity.

現在，當你看著創意引擎時，你會發現如果你要談創意，你顯然會從某些地方開始著手。

You would typically start with thinking about imagination, right?

你理當應該會先從思考想像開始，對吧！

So let's start there. Okay. Now we're all imaginative when we're kids, okay.

所以我們就從那兒開始吧！好，當我們都還是小孩時都很有想像力

We all go to school. We come up with really interesting things when we're in kindergarten, and over time we start seeing that creativity, and our sense of confidence in our creativity dwindling.

我們都會去學校。我們在幼稚園時會想出很多很有趣的事情，而隨著時間流逝，我們開始看見這些創意，但在創意中我們的自信感卻開始消退

Why is that? It's because a lot of the questions we get asked in school are like this.

為什麼呢？因為很多我們在學校中會被問起的問題就像這個：

What is the sum of 5 plus 5? Now what's the answer to this question?

「五加五等於多少？」這個問題的答案是什麼？

-Ten. -Great, okay. Come on, say it louder. Ten. Okay.

- 十！ -很棒！來吧！ 大聲點！ 十！ 好。

We know it's ten because there's one right answer to this problem, and unfortunately, the more we go in school, the more we get questions like this.

我們知道是十，因為這個問題只有一個正確答案。不幸地，我們越常上學，我們就越常接受到這樣的問題。

Where and when was, you know, whatever. What's the number, Avogadro's number. Okay. It might get to be more complicated questions, but there's only one right answer.

你是在哪邊或何時知道，亞佛加厥數(6*10^23)是多少？可能會是更複雜的問題，但是只有一個正確答案。

Really creative people don't look at the world like this. They look at problems through different lenses, and they re-frame problem. For example, instead of teaching math like, what's the sum of 5 plus 5, you could ask a question like this.

真的有創意的人不是這樣看世界的。他們用迥然不同的觀點看問題，並給問題一個新的框架。例如，與其用問「五加五等於多少？」的這樣的方式問問題，你可以這樣問：

What two numbers add up to ten? How many answers are this to this? [INAUDIBLE] How many answers?

哪兩個數字加起來等於十？有多少組的答案？[聽不到] 有多少答案？

-[INAUDIBLE] -A lot. Okay. How many a lot? -Infinite. -Infinite number, right? Negative number, fractions.

- [聽不到] - 很多組。好，有多多？ - 無限大 - 無限多組，對嗎？有負數，還有分數。

This is critically important, because often, the answer is baked into the question you ask, and so if you don't question the questions you're asking, you're not gonna come up with really innovative solutions.

這是非常重要的，因為通常，答案早就已經烙印到你問的問題之中，所以若您不質疑您自己所問出的問題，您就無法產出真的很有創意的解決方案。

I mean, I could give a very easy example that, to bring it to life.

我的意思是，我可以給出很簡單的例子來讓各位更了解

So this wonderful new book that 99U is coming out with we could right now brainstorm about a great launch party for this book.

像是這本99U(本場座談會承辦單位)將要出版棒極了的新書，我們現在就能為它腦力激盪出一場很棒的發表派對

And you might think that's a great question to ask. But I could change one word in that question and say, let's come up with a great launch celebration, and all of a sudden, we've opened up the range of possibilities from a party to a celebration.

你可能會覺得這是個很棒的問題。但是我可以代換掉問題中的其中一個字，例如，讓我們想出一場很棒的發表慶典。忽然間，我們就開啟了從派對到慶典一連串的可能性

Does that make sense? Okay. So framing and re-framing problems is one fabulous way to increase your imagination, but there are other ways.

這樣可以了解嗎？好，所以「定框架」與「重新給予問題框架」是個很棒的方式來增強我們的想像力，但不只有這個方法

Okay, and this is just an example from Essure of how we are constantly re-framing and, and framing, even in a an image like this. Even in the same picture, you're challenged to look at things from different perspectives.

好，這是另一個來自Essure的例子，展現了我們即便在像這樣的圖片中，是如何不停地給自己框架並重新定義框架。即使是一張一樣的圖片，我們也接受著從不同觀點看事物的挑戰。

So another way to increase your imagination is by connecting and combining ideas. Now, most inventions don't come out of nowhere.

另一個增加想像力的方式，是在想法間連結與組合。在當代，大多的發明皆非憑空而生。

They come from putting things together in really interesting and surprising ways. I do this with my students in Stanford, by having them practice the art of Chindogu. Now, Chindogu was the Japanese art of creating un-useless inventions.

他們來自於用很有趣又令人驚奇的方式將事物重組。我在史丹佛與我的學生這麼做：讓他們練習珍道具(Chindogu)的藝術。珍道具是來自日本創造非無用發明的藝術

Now, what does that mean? It means putting things together in surprising ways. They're not useful, they're not useless, but when you put them together, interesting things happen.

這是什麼意思呢？意思就是用令人驚奇的方式把東西放在一起。不有用，卻也不無用。但當你把事物放在一起，有趣的事兒就發生了。

Let me co, show you a couple of examples. [LAUGH] Woops. Okay. We've got little umbrellas on shoes. Pretty cool. You laugh because it's really clever.

讓我展示給您看看一些例子。 [笑] 噢。好，我們有鞋子上的小雨傘，蠻酷的。你會笑是因為這挺聰明的。

It's interesting and unexpected. What about this one? Shoes with dustpans. [LAUGH] A third way to increase your imagination is with challenging assumptions. It means going beyond the first right answer.

這有趣也超出預期。那這個呢？有小笨斗的鞋子。[笑] 第三種增加想像力的方式是挑戰假設。意思就是要跨越第一個正確的答案。

And I love to do this by giving assignments that are really surprising, that I've never seen before, and that really challenge the students to come up with very interesting solutions.

我喜歡的做法是給非常令人驚訝的作業，我以前沒看過的東西，並真正挑戰學生產出非常有趣的解決方案

For example, here's a, a very an example of a design brief from one of the projects that I gave to a bunch of students all over the world.

例如，這是源自於我給來自世界各地一堆學生做的眾多計劃之一的簡短設計

Their challenge was to create as much value as possible, value measured in any way they wanted starting with one trash can.

他們的挑戰是創造出越高的價值越好，價值可以用任何方式衡量，但要從個垃圾桶開始

The contents of the trash can. Would you like to do this? Kind of fun? Well the wonderful thing is these students end up spending a bunch of time thinking about what is value to them.

一個垃圾桶中的內容物。你會怎麼做呢？蠻有趣的吧！很棒的事，這些學生最後花了一堆時間思考價值對他們的意義

They came up with some really interesting insights. Value was community and friendships. It was health, it was happiness. It was feeding your family.

他們給出了一些很有趣的洞見。價值是社群與友誼。是健康。是快樂。是讓你的家人有飯吃。

And of course there was financial value. Let me show you a few examples of some of the things the students came up with.

當然，也有金融上的價值。讓我展示給您看看一些學生產出的例子。

This is a team from Ecuador. They started with a garbage can filled with yard waste. Yard waste. I probably wouldn't have started with this one.

這是個來自厄瓜多的團隊。他們從一個裝滿庭園廢棄物的垃圾桶開始。庭園廢棄物，我想你大概不想從這個開始吧！

Here's what they did. Pretty amazing? Made a beautiful mural.

這是他們做的。很神奇吧！作出了漂亮的壁畫。

Or, a girl who was in Ireland. Her mother had just cleaned out the sock drawer, of, in her brother's sock drawer. All these old, holy socks. Different colors: black, grey, white, okay?

或是，這個來自愛爾蘭的女孩。她的母親剛清出了一個裝襪子的抽屜，是他哥哥的。這些老舊的襪子，有著不同的顏色：黑色、灰色、白色等

She took them, she cleaned them, she cut them up, sewed them back together and made this sweater.

她拿了它們，洗乾淨，通通剪開，縫在一起做成了這件毛衣。

Pretty amazing? So creativity can be enhanced by re framing problems, connecting combining ideas, and by challenging assumptions. But you know what? This is not enough.

蠻神奇的對吧？所以創意可以從重新給問題框架中加強，也可以來自連結或組合概念，以及挑戰假設，但你知道嗎？這樣還不夠。

This is not enough, and it's certainly not enough if you wanna really make things happen. Because you need to start with a base of knowledge.

這樣還不夠。如果你真的想讓想法成真，這樣當然還不夠。因為你需要從知識的基礎開始。

Knowledge is the toolbox for your imagination. The more you know, the more you have to work with.

知識是想像力的工具箱。你知道的越多，能運用的也就越多。

Think about it. If I wanna come up with a brand new solar car or a cure for cancer, I need to know something about engineering and biology. I need something to work with.

想想看，如果我想做出一臺新品牌的太陽能車或是癌症的療法，我需要知道工程學與生物學，我需要一些可運用的事物

And so how do we, how do we get knowledge? Well, of course, you can come and listen to talks, you can read books.

所以我們是如何獲得知識的呢？當然，你可以來聽演講，或是讀書

But one of the most powerful ways to get knowledge about the world is by paying attention.

但是其中一種獲取關於這個世界的知識最有力量的方式，就是付出注意力

We normally don't pay attention to our world in a way where we really find interesting opportunities and often the solutions waiting fra, right in front of us.

我們一般而言不會對我們的世界付出「能夠找到有趣機會」的注意力，且常發現解決方案就在眼前等著我們

A great example that I, I love because it's so mundane and yet so fascinating is that fellow named David Freeburg, who was commuting through San Francisco everyday, and he made an interesting observation just looking out the window of his car.

我其中一個很喜歡的例子是，我喜歡是因為它是如此的常見但迷人：有個人叫做David Freeburg，每天都從舊金山通勤。他僅透過看看車窗外就觀察到了有趣的事

He noticed that the bike rental station that was near the train, was closed on days when it rained, and he thought, wow, that's really interesting.

他發現到靠近火車站的腳踏車租借站都在下雨的日子關了，他想著，這還可真有趣

How many other businesses are influenced by the weather? And he realized how many types of companies are effected by the weather.

還有多少生意被天氣影響呢？他察覺到了有多少公司其實是被天氣所影響著。

Ended up starting a company called Climate Corporation where they basically sell weather insurance to all different types of companies. This would never have happened, if he hadn't been paying attention.

之後他開了家公司，叫做「氣候公司」，本業就是販賣氣象險給各種公司。若他沒有付出注意力，這件事情就不會發生

So we have imagination, we have knowledge, but there's another important part of your innovation engine, and that is your attitude.

我們有了想像力，有了知識，但你的創新引擎還有個重要的部分，那就是你的態度

If you are not driven, motivated, and have the confidence that you can solve your problem, you will not solve it. It is not easy. It's not easy to come up with really big ideas, and it's certainly not easy to bring them to life.

如果你沒有充滿趨力、動力、與解決問題的信心，你是無法解決問題的。並不簡單，要想出個大方向並不簡單，要讓其實現更不容易。

Unfortunately, most people see themselves as puzzle builders.

不幸地，大多人把自己視為拼圖者。

This means they're looking, they kind of have their box top, and they know what the picture looks like, and they know where they're trying to get, but here's the problem. What happens if you're a puzzle builder, and you're missing a piece in the puzzle?

這表示他們正在看著，就像有自己的拼圖上盒一般，他們知道圖片看起來長什麼樣子，他們也知道目標在哪兒，但是問題來了，如果你是拼圖者，但是拼圖少了一塊會怎樣？

What happens? You can't finish the puzzle. You're stuck. You know, you say to your boss, sorry. You know, that part is out of stock.

會怎樣？你圖就拼不完了。你會卡住。你知道的，你會向老闆說：「對不起，但是這個部分缺貨了。」

Okay? You say, sorry we, can't get there. True innovators, true entrepreneurs are not puzzle builders. They're quilt makers.

你會說，抱歉，我們做不到。真的創新者與真的企業家不是拼圖者，而是織毯者。

They take all the things they have at their disposal, all the things, even if they're kind of strange and surprising, and they figure out how to leverage them to make amazing things happen.

他們運用所有手上所有的資源，所有的事物，即便這些東西看起來有點奇怪，有點驚人，他們會想出如何以小搏大，並讓神奇的事兒發生

This is really important. You need to see yourself as a quilt maker, as opposed to a puzzle builder.

這很重要。你需要把你自己看成織毯者，而非拼圖者。

So now we have the inside of your innovation engine. And let me tell you how this works. It's really quite simple.

所以現在我們有了你創新引擎的內部，讓我告訴你這如何運作，真的挺簡單的

Your knowledge is a toolbox for your imagination, your imagination is the catalyst for the transformation of that knowledge into new ideas and your attitude is the spark that gets it going.

你的知識是想像力的工具箱，想像力是將知識轉成新想法的催化劑，而態度則是讓事情可以運行的乍現靈光

But here's the problem. I'm gonna ask you to have a show of hands. How many of you are really innovative folks who are stuck in environments that don't allow you to express your creativity, or have ever been?

但問題來了。我要請你們舉個手。你們當中有多少人是真的有創意，但卡在不允許你表達創意的環境呢，如果以前待過也算？

Okay, quite a number of people. The reason is, no matter how innovative and entrepreneurial we each are, we're often find ourselves in environments or work with clients who are in environments that don't really foster this type of innovation.

好，有蠻多人的。原因是不管我們多有創意或多有企業家精神，我們常會發現身處在不鼓勵這種創新的環境中，或與這樣的客戶為伍

So we need to look at the outside of the innovation engine. So let's go there. Let's look at the first piece: habitat.

所以我們需要看看創新引擎的外圍，讓我們過去看看。我們先看第一部分：居所。

Now, habitat is quite complex and multidimensional. They're the people you work with, they're the rules, the rewards, the incentives. But one of the things we'd often don't pay attention to is the physical space.

居所蠻複雜而且是多面向的。包含你的同事、規則、報酬、誘因。但我們常沒有注意的是實體環境。

Now think about it. When we're kids, we get, are in classrooms like this, with lots of colors, with lots of manipulatives, with lots of flexibility.

想想，當我們是小孩時，我們的教室像是這樣：有很多顏色，有很多可以搬移的事物，也有很大的彈性

Could you be creative in this type of environment? You bet. Okay? Then you graduate from kindergarten, and you go through school, and all of a sudden, you end up in places like this.

你在這樣的環境中會有創意嗎？當然！之後你從幼稚園畢業了，一路念上來，忽然之間，你到了像這樣的地方。

Now you laugh because we've all been in these type of environments, where the chairs are lined up in rows and columns, or bolted to the floor.

你會笑，是因為我們都到過這樣的環境。桌椅行列排好，或甚鎖在了地板上。

If you talk, you get in big trouble. I spent my entire growing up writing, silence is golden, silence is golden.

你說話，麻煩就大了。我成長的過程中都在罰寫「沈默是金」、「沈默是金」

[LAUGH] Guess what, that's why I'm a teacher now, okay?

[笑] 你知道嗎，那就是為什麼我現在是個老師。

So. [LAUGH] The fact is, you go into this environment, and you're very stifled, and then we worry about these kids aren't as creative anymore.

所以 [笑] 事實是，如果你進到這樣的環境中，你覺得快窒息了，那我們就會擔心孩子沒像以前一樣有創意了

And of course they're again being given these problems like what's the sum of 5 plus 5?

當然，他們還是會做像這樣的題目「五加五等於多少」？

Okay, and then they graduate from there and they go and work in these environments, and again we worried about why are people not so creative.

然後他們會從這種地方畢業，並在這樣的環境中工作，我們就會再次開始擔心為什麼大家沒那麼有創意了

I'm fortunate enough to teach my classes in the Design School, the D-School at Stanford, and our classroom looks much more like this.

我很幸運能在設計學院教課，史丹佛的設計學院，我們的教室看起來就像是這樣

Where everything was flexible and movable, and nothing is too precious. You know, you can write on the furniture. If someone spills something, no big deal. Anything can be moved.

所有的東西都是可調整、可移動的。沒有東西很貴，你可以在傢俱上書寫，如果有人弄倒了東西，也沒關係。所有的事物都可以移動

It's like, more like a stage that can be set for whatever you're doing. Because, guess what?

就像是個不管你做什麼都可以設定的舞台，因為，你知道嗎？

The space is the stage on which you play your life, and when you stand on that stage or walk into that room, you know how you're supposed to behave. Now really innovative companies, and I'm sure many of you are in these situations, know this.

這個空間就是你表演人生的舞台，而當你站在台上或走進那個房間中，你知道你的舉止標準。真正有創意的公司，我相信你們其中許多人都經歷過這樣的情境並知道這個

They create spaces that when you walk in, you go, this is a place where creativity, innovation, entrepreneurship, new ideas, are welcome.

他們會創造出空間，當你一走進去，你就會覺得：這就是創意、創新、企業家精神、新的想法受歡迎的地方

You know, this is a picture I just found form Google in Zurich. You know, this is obviously, you walk in here, it's very playful. Or at Pixar, where they have a slide right in the, in the entryway.

這是我在蘇黎世的Google找到的照片，顯然的，你一走進去就會充滿玩心。或在Pixar，他們在入口處就有個溜滑梯

Again, you walk in, and you know this is really a, a place where fun and ideas are welcome. So habitat's important, but so are the resources that you have at your disposal.

再一次，你只要走進去，你就知道這是個趣味與想法受到歡迎之處。所以居所是重要的，但你手中握有的資源也是重要的

Now what's the first thing that anyone thinks about when they think about resources? Let's say it together.

那，提到資源大家腦中第一個想到的會是什麼呢？我們一起說吧：

Money, okay? People think of money. Okay, I've never asked that question and gotten a different answer. Okay?

錢，對吧！大家會想到錢。我從來沒有問過這個問題但得到不同的答案過

People think about money, and I'm often in places of the world where people say, you know what, I just don't have enough money I, to do things.

大家會想到錢。我在這世界上常身處在的地方，會聽到人說：「你知道嗎？我就是做事情的錢不夠」

And I say, you know, you have to be kind of, you're, you're really limited in your thinking because most of the resources you have are, are well beyond money.

我就會說，你知道的，你一定有點侷限在自己的思考中，因為你大多所持有的資源，都遠超過金錢

Think about it. This is a spectacular space, built with a lot of resources. But you know what? If there were no people in the room, nothing would happen.

想想，此處是個壯觀的空間，建有許多資源。但你知道嗎？如果這兒一個人都沒有，那啥事都不會發生

Okay? This space is an exciting place because of the people who are here not because of the money that built this beautiful place that brought us here.

這個地方是個令人興奮的地方，因為來此的人並不是因為把此處建得如此美輪美奐的錢才來這兒的

There are also important things, natural resources that we often don't see, processes we put in place and the community that we can draw upon for our ideas.

還有其他重要的事物。我們常沒注意到的自然資源，設定好的流程，與可以汲取想法的社區

So we need to think when we're building that quilt, that patchwork quilt, look at the resources we have far beyond the money we have, but all the other resources.

所以當我們織那件縫縫補補的毯子時要先思考，我們要看看那些我們擁有遠高過金錢的資源，所有其它的資源

Now speaking of community, the last piece of the innovation engine, is culture. What is culture? Culture is something that infuses the entire organization.

說到社區，創新引擎的最後一塊，就是文化。文化是什麼呢？文化是注入整個組織的事物

One of the most important aspects of culture, is how we deal with failure. Now, I have to tell you, I don't like the word failure, because as a scientist, when I do things that have surprising results, what do you call that?

其中一個文化重要的面相，就是我們如何處理失敗。我必須要告訴你們，我不喜歡失敗這個字。因為身為科學家，當我做了一些產出驚人結果的事情，你會怎麼稱呼它呢？

You call it data. Okay. And when you're a scientist, and you get data that isn't expected, that's actually when most interesting things happen, is when you get things that are unexpected.

你會叫他資料（研究資料）。當你是個科學家，得到的資料超出預期，那其實就是最有趣的事情發生之際：當你得到超乎預期的事物時

You can mine that, and come up with some really, really interesting inventions and ideas. Really innovative firms know this.

你可以加以探索，並產出一些真的真的很有趣的發明與想法。真的有創意的公司都知道這個

I'm gonna play you a short video clip that comes from IDEO. And I'm sure many of you know the design from IDEO.

我要放個從IDEO來的短片給你們看。我確信你們很多人都知道來自於IDEO的設計。

This is, the prototype they put together for a iPhone app for kids called Monster Maker. And this was their way of dealing with doing short, little quick experiments, so that even if it fails, you haven't invested a lot of time or money or technology.

這是他們為了小孩所設計出來的iPhone應用程式「怪物製造者」，這是他們處理短小、快速實驗的方式，這樣一來，即便失敗了，你也尚未投入一堆時間、金錢、或技術

This is the way you wanna fail, by doing rapid prototypes that give you a lot of data quickly to determine if you're going in the right direction.

這是你想失敗的方式。藉由快速地建立原型，你得以快速取得資訊以決定你是否在往正確的方向前進

Cue music. So this is a [UNKNOWN] dance moves for Monster Maker. So, music starts, and I'm a player, so I come in and I touch the monster, and he gives me special dance moves.

音樂下。這就是 [未知] 怪物製造者的舞步。音樂開始，我是玩家，我來到遊戲中並碰了一下怪物，怪物就給我一些特別的舞步

[LAUGH] And I go and touch again, and he does a different one.

[笑聲] 我再碰一次，他就會做不同的舞步

And it can go for as long as I want. It has a few signature moods.

它會跳到我不想看為止，而且有一些特殊的情緒

And when I've had enough and I'm done dancing, I click the back button, and it pauses, and the music stops.

當我覺得夠了不想再看舞步，我按返回鍵，遊戲就會暫停，音樂停止

Monster maker! [LAUGH] -Cool! -He's all like, [LAUGH] [NOISE] -Anderson!

怪物製造者！[笑] -酷！ = 他就像是 [笑聲] [噪音] 安德森（譯按：因為就是安德森扮演的）

So great. So this is an example of how you can do a short, quick experiment. Let me ask you. Was this effective?

很棒！這就是你要如何做出簡短快速實驗的方式。讓我問問你，這樣有效嗎？

Yes. You know, I showed this once to an auditorium, and there were some little girls sitting in the back. At the very end, they crawled up to the front and wanted to download the app.

是的。我曾經在個大講堂中秀過這個，有些小女孩坐在後面。到了最後，他們爬到前面想要下載這個應用程式

Okay. That was a great experiment. And if it hadn't worked, you know what? They'd probably spend a few hours on this. They'd go back to the drawing board, and do something else.

好，這是個很棒的實驗。如果沒奏效，你知道嗎？他們雖然可能花了幾個小時在這件事情上，他們會直接回去繪圖板前，做點其他不同的事兒

So being able to do lots of rapid prototyping and experimentation and celebrating the things that don't come out as you expect it.

所以要做很多迅速原型與實驗，並當事情發展出乎預料時慶祝

But guess what? Culture is much broader then that. Culture is like the background music of any organization.

你知道嗎？文化比這個廣多了。文化就像是任何組織的背景音樂

It is so powerful that you, think about it. When you, when you go to see a movie and there's music, it tells you whether you should be in, whether it's a suspenseful or romantic scene.

他是如此的有威力，想想。當你去看電影時，會有音樂。它會告訴你是否該融入，現在是懸疑或是浪漫的場景

It actually tells you how to feel. And I'm gonna play you two video clips to demonstrate how this works. This is a video clip I found from a Coca Cola bottling plant in 1919.

它其實會告訴你該怎麼感覺。我要放給你看兩個短片，展示這是如何運作的。這是我從1919年可口可樂裝瓶工廠所找到的短片

And it's a one-minute clip. I'm gonna play it twice, once with well, one type of music, another, the second time, with a different music.

這是個一分鐘的短片，我會放兩次。一次是一種音樂，另一次，也就是第二次，會是另一種音樂

I want you to think about how it makes you feel, whether you'd wanna work there, and whether you wanna drink what's in those bottles.