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  • A lot of people know this but I was born in the Republic of Georgia,

    我想很多人都知道了,我出生於格魯吉亞共和國 ( 譯註:如今的東歐國家喬治亞)

  • which was part of the Soviet Union for a long time.

    格魯吉亞曾隸屬於蘇維埃社會主義共和國聯盟 (譯註:簡稱「蘇聯」)

  • And I remember one of our relatives came to our house once and she was complaining

    我記得有一次,一位親戚到我家拜訪,她抱怨著

  • about having to buy bread...

    買麵包的事

  • She said, "There was only one type of bread my entire life,

    這位親戚說:「以前,我的人生中只有一種麵包可以選

  • and I was just at the store and there are a 100 different types now!

    如今我到店裡,發現居然有將近 100 種麵包可以選

  • I hate this government!

    我恨現在的政府!

  • I hate everything now!"

    我恨現在所有的一切!

  • And as a kid I remember thinking, "What the hell is wrong with her,"

    我記得當時還是個孩子的我,想著:「她到底哪裡有毛病啊?」

  • but now that I think about it, she did have somewhat of a point.

    但如今回想往事,她的抱怨的確是有道理的

  • Of course I don't want to live in a place where I can only buy one type of bread,

    當然,我並不想住在一個只能買一種麵包的地方

  • but at the same time there are disadvantages to having a 100 different breads to choose from.

    然而,同時處在有一百種麵包可以選擇的情況,也是有壞處的

  • And I'm pretty sure you've experienced this yourself,

    我非常確定你也曾經歷類似的狀況

  • but sometimes I find myself in a store in front of a 100 different types of bread,

    而有的時候當我站在有一百種麵包的店前

  • and I waste a lot of time just standing there having no idea what to pick.

    我浪費許多時間枯站著,卻不知道該選哪些

  • This is the paradox of choice. All the different choices

    這就是所謂的「選擇悖論」。所有不同的選擇

  • are supposed to make you better off, but they can cause paralysis

    目的都是希望你可以更好,但是眼花撩亂的選擇也可能使你的思考癱瘓

  • and actually make you worse off.

    結果讓你越來越糟

  • So now that we know what we're dealing with, let's take a look at how we can use this

    所以現在我們知道要探討的主題了,讓我們一起看看。如何運用選擇權

  • to sell or buy, or just make ourselves better off.

    來進行買賣,或是讓我們的生活變得更好

  • Let's start with selling, and I like to talk about selling

    我們先從「銷售」開始探討,我很喜歡談「銷售」這一塊

  • because a lot of people who watch this have a business or aspire to have one,

    因為許多看影片的人,都有自己的事業,或希望能夠創業

  • but at the same time, we all have to sell something to someone every single day.

    但同時,我們每天都需要銷售一些物品給他人

  • Any time you're trying to persuade or convince anyone with anything,

    無時無刻都要試著說服,讓你的顧客願意買單

  • you're selling, so it should be important and useful for everyone

    你所銷售的商品,所以此影片的內容應該對你很重要,也會有所幫助

  • to cultivate the ability to sell.

    幫助你培養銷售能力

  • Alright, so let's take a look at a study very briefly

    好,我們來大略看一下這個研究

  • where they were trying to promote these high-quality jams.

    商人嘗試著推銷高品質的果醬

  • There were two different experiments... In experiment one, they offered 24 samples.

    以下是兩個不同的實驗:實驗一、實驗者提供二十四種樣本 (商家提供 24 種果醬)

  • In experiment two, they offered only 6 samples.

    實驗二、實驗者僅提供六種樣本 (商家只提供 6 種果醬)

  • So what were the results? Well, the large number of samples attracted more people

    所以結果會是如何?嗯,樣本較多的那個實驗,吸引了更多的人潮

  • but in both cases,

    但在兩個實驗中

  • people tasted the same number of jams on average. But what happened when it came to buying?

    人們平均嘗試了同樣數量的果醬。可是,在顧客購買的時候,究竟會發生什麼事呢?

  • There was a HUGE difference... Only 3% of the people who were offered 24

    結果有很顯著的差異…只有百分之三的人,也是有二十四種

  • jams to sample from went on to buy the jam.

    果醬可以選的顧客,買了果醬

  • However, 30% of the people who were offered only 6 jams to sample from

    然而,在只有六種果醬可選的情況下,有百分之三十的人

  • went on to buy the jam. That is a huge difference!

    決定買果醬。這真的差很多!

  • Now let's take a look at what some restaurants do...

    現在,我們來看看許多餐廳會採取的策略

  • They offer you a million different items on the menu...

    餐廳的菜單上有無數種菜色供你選擇

  • You take a look at the menu, and it's just impossible to pick...

    你看了菜單一眼,發現根本不可能做出選擇

  • They have successfully paralyzed you, but they also conveniently offer you 5 specials for the day.

    餐廳很成功地讓你「選擇癱瘓」,但餐廳也同時提供你五種每日特餐,可以更方便選擇

  • And a lot of times,

    而許多時候

  • these specials will never even change.

    「每日特餐」並不會真的「每日改變」

  • Now what do you do? Well you've been offered something that's more managable,

    現在你該怎麼辦?嗯,餐廳已經提供你更好做決定的組合了

  • you're much more likely to pick from this selection,

    你有更高的機會從每日特餐中選出想要的餐點

  • and guess how the restaurant benefits from this?

    猜猜看,餐廳如何從中得利?

  • If you guessed that they sell you exactly

    如果你猜,餐廳確實

  • what they want with high margins, you're absolutely right.

    售出高利潤的餐點,那你真的答對了!

  • Let's take a look at another example and make it even more personal.

    現在我們來看看另一個例子,甚至涉及更隱私一點的

  • One of the most frequent things I get asked is,

    我最常被問到的事情之一就是

  • "Hey, can you please make a reading list of your favorite books..."

    嘿,你能不能給我你的最愛書籍清單?

  • And I'll definitely make it at some point, but let's take a look at

    我當然會把我的書單給出去,不過讓我們先來看看

  • what most people's reading list looks like. A lot of authors and mentors have a reading list,

    通常一般人提供的書單會長什麼樣子:許多作家和心靈導師都有自己的閱讀書單

  • but they literally put like 200 books on it.

    但書單上卻有著差不多二百多本書

  • Now when you take a look at that, most people are just going to be paralyzed.

    現在當你看一眼這些人的書單,多數人就要崩潰了

  • There's too much choice, what if you pick the wrong book?

    因為實在有太多選擇,如果你選錯了書怎麼辦?

  • it's really hard to pick, so guess what you're probably going to do?

    從中選擇真的很難,所以猜猜看你自己通常會怎麼做?

  • Not pick anything... And I'm telling you

    答案是…甚麼都不選!而讓我告訴你

  • this is a mistake that people, who are a million times smarter than I am, make all the time.

    這是個錯誤,有許多人,甚至比我還聰明白萬倍的人,老是都會犯的錯誤

  • So keeping the paradox of choice in mind, when I do make the list,

    所以,請你記住「選擇悖論」。當我在製作書單的時候

  • what is it going to look like? It'll probably be about ten or maybe fifteen

    我會想想清單該要是什麼模樣?或許清單會涵蓋大約十本,或許十五本

  • of the absolutely best books in my opinion. Now even that is too much,

    我認定最經典的好書,但即使這樣還是太多本了

  • but considering people will have read half of them

    但我相信人們會願意讀我開出來書籍數的一半

  • or possibly even more, it'll avoid the paralysis caused by 200 books.

    甚至可能更多,如此一來,就避免「最愛 200」造成你的選擇癱瘓

  • Imagine if you've read 9 out of 10 of the books,

    想像你讀了十本中的九本

  • and there's one book that you haven't read. You will most likely pick that book up.

    只剩一本你還未讀過,你有很大的機會去讀那本書

  • But if there were 200 different books, the decision is too hard to make and

    但假如有二百本不同的書,就實在是太難做決定

  • you'd just get paralyzed and probably postpone making the decision.

    最後你只會崩潰,或許還無法如期完成閱讀計畫

  • Now let's talk about how you can use this if you just want to make your life better...

    現在,我們來談談,你該如何善用「選擇悖論」來讓你的生活變得更好

  • Your number one priority is to avoid paralysis. A few months ago,

    你的黃金守則就是避免「選擇癱瘓」發生。幾個月前

  • I'd get up and I wasn't really sure what I wanted for breakfast.

    每當我起床,我都不知道要吃什麼當早餐

  • And the amount of food in my fridge could probably make a 1000 different combinations,

    而在我冰箱內的食物大概可以有一千種不同組合

  • so there were times when I literally spent 20 minutes

    所以,我曾經真的浪費了二十分鐘

  • figuring out what I was going to have for breakfast.

    只為了搞清楚自己早餐到底想吃些什麼

  • Now if you add that up over time, not only is it exhausting,

    現在,如果你把這些猶豫思考的時間加總,不只很累人

  • you're wasting a lot of time. So what do I do now when I get up?

    同時也會發現自己浪費很多時間。所以,我現在起床的第一件事是什麼呢?

  • Well, I have the same thing almost every morning. There are certain mornings where I don't

    嗯,我決定每天早上都吃一樣的食物。有幾天,我並沒有吃一樣的食物

  • and I just screw around and make a mess in the kitchen,

    我就天馬行空地做著早餐,把廚房弄得一團糟

  • but that's cool because that's what I want to do.

    但也覺得很酷,因為我想嘗試這麼做

  • This isn't about not enjoying things. It's about enjoying things even more.

    天馬行空的作為並不代表我沒有盡情享受,反之,天馬行空讓我更享受製作的過程

  • So for most days, I've turned something that wasted energy and

    所以在大多數的日子裡,我把一些會耗盡能量的事與

  • time into something that is super easy,

    時間,變成一些極為簡單的步驟

  • where I don't have to be paralyzed, and where I can dedicate that time and energy

    這樣我就不必面臨「選擇癱瘓」,同時也可以盡情運用時間和心力

  • to things that are more important and enjoyable than figuring out what I'm going to eat for breakfast.

    去做更重要的事,享受其中,這比起苦思早餐要吃什麼來的好

  • And this is kind of like what Steve Jobs did with wearing the same thing all the time,

    而這就像史提夫.賈伯斯每天都穿同樣的衣服上班,是一樣的道理

  • which I would personally never do, but if you're as indifferent with your clothes

    雖然我個人不會這麼做,但如果你對自己的每日穿著毫不在意

  • as I am with what I have for breakfast on a random Wednesday morning,

    就像我在某個星期三早上決定吃一樣的早餐

  • then this might be a good choice.

    這或許會是很好的選擇

  • So that's it. I hope you take this and apply it to your

    所以,我講完了。希望你可以好好學以致用

  • particular situation whether it be buying, selling, or just making your life better.

    於特定情況,無論是在買賣,或只是讓你的生活變得更好

A lot of people know this but I was born in the Republic of Georgia,

我想很多人都知道了,我出生於格魯吉亞共和國 ( 譯註:如今的東歐國家喬治亞)

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