This is a very fashionable, fashionable outfit in the 80s in the U.S.

在 80 年代的美國，這是一種非常時髦、流行的服飾。

Very beige hair, silver boots.

米色頭髮，銀色靴子。

Now, we all agree, just for a moment here, that things from the 80s are not vintage.

現在，我們都同意，就在這裡，80 年代的東西不是復古的。

Can we agree on that?

我們能就此達成一致嗎？

Yes?

什麼事？

This is not a vintage horse.

這不是一匹老馬。

This is just an old toy.

這只是一箇舊玩具。

I mean, it's expensive.

我是說，這很貴。

Dollars worth very little.

美元一文不值

They put this horse up on eBay to make a story.

他們把這匹馬放到 eBay 上是為了製造新聞。

Now, this story was of a woman who had recently dropped her daughter off at university.

這個故事的主角是一位剛把女兒送進大學的女士。

Her daughter had moved on to a new phase in her life.

她的女兒已經進入了人生的新階段。

Her mother was a hard-working, came back to her home after her daughter had gone away and started going through some of her daughter's things.

她的母親是個勤勞的人，在女兒離家出走後回到家裡，開始翻看女兒的一些東西。

She came across this pink horse and remembered how her daughter used to trot it across the windowsill.

她發現了這匹粉紅色的小馬，想起了她女兒曾經讓它在窗臺上小跑的情景。

It would be the first thing the mother saw every day coming home from work because her daughter would be there with the horse waiting for her mother to come home.

母親每天下班回家首先看到的就是這匹馬，因為女兒會牽著馬在那裡等母親回家。

And the mother hoped that whoever purchased this horse would use it as a reminder that though the day is still long, the years are most short.

母親希望，無論誰買了這匹馬，都能用它來提醒自己：白晝雖長，歲月最短。

Good story, right?

故事不錯吧？

Sentimental story.

感傷的故事

Okay?

好嗎？

Someone purchased this horse for $104.50.

有人以 104.50 美元的價格購買了這匹馬。

That's a million dollars.

這是一百萬美元。

The difference there is outrageous, right?

這其中的差別也太大了吧？

Think about that.

想想看

That horse did not hurt that much.

那匹馬並沒有那麼疼。

But what did the person buy?

但這個人買了什麼呢？

Did they buy the toy or did they buy the story?

他們買的是玩具還是故事？

You buy the story.

你買了這個故事。

Anytime you're trying to communicate the value of one of the new skin products or the value of this incredible opportunity or community, you try to explain it with logic and detail and science.

任何時候，當你試圖傳達一種新護膚品的價值或這個令人難以置信的機會或社區的價值時，你都會試圖用邏輯、細節和科學來解釋它。

You're only getting part of the message.

你只得到了部分資訊。

If you want someone to feel what is available to them, and in order to do that, you have to share their story.

如果你想讓別人感受到他們可以得到什麼，為了做到這一點，你必須分享他們的故事。

The last season, let me show this to you.

最後一季，讓我給你看看這個。

It would be very, very funny.

這將非常非常有趣。

Remember they spent $250 on those objects?

還記得他們花了 250 美元購買這些物品嗎？

They made $80,000.

他們賺了 8 萬美元。

That is a 3,100% increase on their effort.

這比他們的努力增加了 3100%。

How many of you have some big goals in this room?

在座有多少人有遠大目標？

I want to see a show of hands.

請舉手示意。

What's your goal in this room?

你來這裡的目的是什麼？

Big goals?

大目標？

Big goals?

大目標？

Big goals?

大目標？

Imagine that there's a difference if you were to shift your perspective and start telling more stories of how much better you'd be at communicating the value of what you have here at Houston.

想象一下，如果你轉換視角，開始講述更多的故事，你在宣傳休斯頓的價值時會有多大的不同。

All right, the last reason stories are worth investing more time and effort into this.

好了，故事值得投入更多時間和精力的最後一個原因就是這個。

Stories are the thing that sticks.

故事是最有說服力的東西。

Stories are what we remember.

故事是我們的記憶。

And there's a reason for this.

這是有原因的。

Storytelling has a levitating point.

講故事有一個懸浮點。

There's no other form of information exchange, has it in communication, exchange, has it in this.

沒有任何其他形式的資訊交流、溝通、交換可以做到這一點。

The storytelling process is by default a co-creative one.

講故事的過程本來就是一個共同創造的過程。

As I am telling you my story, you are creating your own version of that story in your mind.

在我向你講述我的故事的同時，你也在腦海中創造了你自己版本的故事。

You're adding my words, you're taking my words.

你把我的話加進去，又把我的話刪掉。

Yes, you're adding your own images, your own feelings, your own lived experience.

是的，你加入了自己的形象、自己的感受、自己的生活經歷。

And because you are an active participant in the creation of that story, it will stay with you longer.

因為你是故事創作的積極參與者，所以故事會陪伴你更長的時間。

How many of you, when I was telling you the story of my elementary school best friend Molly, were picturing the best childhood friends that you have?

當我向你們講述我的小學好友莫莉的故事時，你們當中有多少人在想象自己童年時的好朋友？

How many of you could see their faces?

你們有多少人能看到他們的臉？

Let me see your hands.

讓我看看你的手

Right?

對不對？

You could picture them.

你可以想象他們的樣子。

And when I was talking about my elementary school and walking down those long hallways, how many of you pictured your primary schools that you grew up going to?

當我說起我的小學，走過那些長長的走廊時，你們當中有多少人想象過自己從小到大上的小學？

Let me see.

讓我看看

I want to see.

我想看看

Yes, we're walking those hallways.

是的，我們正在走廊裡散步。

Okay, I see them.

好了，我看到他們了。

You're raising your hands, you're nodding your heads because... because I know what I'm doing up here.

你們舉手，你們點頭，因為......因為我知道我在這裡做什麼。

Uh-huh.

嗯哼

I know that by default, this is how stories work.

我知道，在默認情況下，故事就是這樣發生的。

Anytime you tell a story, the person you're telling it to will think you have read it.

任何時候，當你講述一個故事時，你的聽眾都會認為你讀過這個故事。

And because of that, your story will be remembered.

正因為如此，你的故事才會被人銘記。

Richard Hibblings has said it in history, we're taught in the form of stories.

理查德-希布林（Richard Hibblings）說過，歷史是以故事的形式教給我們的。

It would never be forgotten.

它永遠不會被遺忘。

I know that each and every one of you are here to leave your legacy.

我知道，你們每一個人都在這裡留下了自己的遺產。

To have your voice be heard.

讓人們聽到你的聲音

To make an impact on the world through music and in everything that you have to offer here.

通過音樂和你們在這裡提供的一切，對世界產生影響。

If you want to be remembered, be telling your story.

如果你想被人記住，那就講講你的故事吧。

Okay, so there are a few of the reasons why storytelling is worth the investment of your time and energy as a skill.

好了，以上就是為什麼講故事作為一項技能值得你投入時間和精力的幾個原因。

However, we need to now establish a little bit of storytelling clarification.

不過，我們現在需要對故事進行一點澄清。

So that you know what a story is and what a story isn't.

這樣你就知道什麼是故事，什麼不是故事。

So you make sure to teach everyone story opportunities that are available.

是以，你一定要向每個人傳授可用的故事機會。