Name: TED】馬爾科姆-格拉德威爾。選擇、幸福和意大利麵醬（選擇、幸福和意大利麵醬｜馬爾科姆-格拉德威爾）。 (【TED】Malcolm Gladwell: Choice, happiness and spaghetti sauce (Choice, happiness and spaghetti sauce | Malcolm Gladwell))
Uploaded: 2021-01-14T05:46:02.000Z
Duration: 18 min 16 s

基礎被動語態

I think I was supposed to talk about my new book,

我想我今天應該是要談我的新書，

書名叫《決斷2秒間》，探討的是瞬間判斷和第一印象。

and it's about snap judgments and first impressions.

它會明年一月上市，希望大家都各買三本。

And it comes out in January, and I hope you all buy it in triplicate.

但是當我在想這件事情的時候，

我發現雖然我的新書讓我開心、

and I realized that although my new book makes me happy,

所以，我決定不要談新書，而是跟大家介紹一位

So I decided instead, I would talk about someone

who I think has done as much to make Americans happy

as perhaps anyone over the last 20 years,

a man who is a great personal hero of mine:

他以重新發明義大利麵醬而聞名。

默斯克韋茲大概這麼高、身材圓滾滾、

who is most famous for reinventing spaghetti sauce.

Howard's about this high, and he's round,

和稀疏的白髮、流露出一種奇妙的活力和朝氣，

and he's in his 60s, and he has big huge glasses

and he has a kind of wonderful exuberance and vitality,

and he has a parrot, and he loves the opera,

我應該告訴你們，我完全不知道心理物理學是什麼東西，

and he's a great aficionado of medieval history.

And by profession, he's a psychophysicist.

Now, I should tell you that I have no idea what psychophysics is,

這大概透露出那段感情的一些訊息。（笑聲）

從我所知道的，心理物理學是要測量東西。

而默斯克韋茲對測量東西非常有興趣。

who was getting her doctorate in psychophysics.

Which should tell you something about that relationship.

在紐約的White Plains成立了一家小顧問公司。

他的第一個客戶就是－這是在很多年前，在七零年代初期

As far as I know, psychophysics is about measuring things.

－他的第一個客戶就是百事可樂。

And Howard is very interested in measuring things.

百事可樂找了默斯克韋茲，說：

And he graduated with his doctorate from Harvard,

"你知道嗎，現在有個新東西叫阿斯巴甜，

and he set up a little consulting shop in White Plains, New York.

我們想要用來做健怡百事可樂。

我們希望你可以幫我們研究出，我們應該在每罐健怡百事可樂

This is many years ago, back in the early 70s.

放入多少阿斯巴甜，才會得到最完美的飲料。" 對嗎？

這聽起來應該是個最可以直接回答的問題，

"You know, there's this new thing called aspartame,

默斯克韋茲也是這麼想。因為百事可樂告訴他，

"看，我們目前正在考慮界於百分之8和百分之12之間的甜度。

how much aspartame we should put in each can of Diet Pepsi

我們想知道，界乎百分之8和12之間的理想甜值是多少？"

Now that sounds like an incredibly straightforward question to answer,

假如我現在叫你們解決這個問題，你們一定會說："很簡單啦！"

首先，製造一大批的百事可樂做實驗，

製造不同的甜度－百分之8、 8.1、8.2、8.3，

"We're working with a band between eight and 12 percent.

一直到百分之12－讓幾千個人試喝，

Anything below eight percent sweetness is not sweet enough;

anything above 12 percent sweetness is too sweet.

然後再取最受歡迎的甜度。對吧？很簡單。

We want to know: what's the sweet spot between 8 and 12?"

默斯克韋茲做了實驗，得到數據，再畫成曲線圖，

Now, if I gave you this problem to do, you would all say, it's very simple.

卻突然發現不是一個漂亮的鐘形曲線。

What we do is you make up a big experimental batch of Pepsi,

事實上，從數據上根本看不出個所以然來。

at every degree of sweetness -- eight percent, 8.1, 8.2, 8.3,

其實，大部分從事那種行業的人、在食品測試之類的世界裡，

and we try this out with thousands of people,

得到這種亂無章法的數據都不會感到驚訝。

他們會想說："嗯，你知道嘍，要搞清楚大家對可樂的喜好並沒有那麼簡單。"

and we take the most popular concentration, right?

"嗯，也許我們在實驗的過程中哪裡出了錯。"

"嗯，那我們來做個學術性的猜測，"

Howard does the experiment, and he gets the data back,

然後他們就指向百分之10，就在正中間。

默斯克韋茲可就沒這麼容易說服。

and all of a sudden he realizes it's not a nice bell curve.

默斯克韋茲是個秉持某程度的智慧標準的人。

In fact, the data doesn't make any sense.

而這個問題也困惑了他好幾年。

Now, most people in that business, in the world of testing food and such,

他會徹底的去想究竟哪裡出錯。

are not dismayed when the data comes back a mess.

為什麼我們不能令這個健怡百事可樂的實驗有意義?

有一天他坐在 White Plains裡用餐，

figuring out what people think about cola's not that easy."

開始嘗試幻想為雀巢咖啡的事情。

"You know, maybe we made an error somewhere along the way."

突然之間，好像靈光一閃，答案閃入他的腦中。

"You know, let's just make an educated guess,"

那就是當他們分析健怡百事可樂的數據時，

and they simply point and they go for 10 percent,

他們在找一個完美的百事可樂，

而他們應該找多個完美的百事可樂。相信我吧!

Howard is a man of a certain degree of intellectual standards.

這是在飲食這門科學中其中一個最聰明的突破。

and this question bedeviled him for years.

And he would think it through and say, "What was wrong?

Why could we not make sense of this experiment with Diet Pepsi?"

And one day, he was sitting in a diner in White Plains,

"你們尋找一個完美的百事可樂是錯的。

about to go trying to dream up some work for Nescafé.

你們應該尋找多種完美的百事可樂。"

And suddenly, like a bolt of lightning, the answer came to him.

而其他人很茫然的望著他，並說，

And that is, that when they analyzed the Diet Pepsi data,

他嘗試找生意。沒有人聘用他 -- 但他仍然堅持

and they should have been looking for the perfect Pepsis.

他不斷的談及它，再談及它，再談及它。

默斯克韋茲很愛意第緒語的一句表達

"對於一個在辣根的蠕蟲來說，世界只有辣根。"

This was one of the most brilliant breakthroughs in all of food science.

這是他的辣根。 (笑聲) 他對此很堅持。

最後他有一個突破，弗拉希奇醬菜找他

and he would go to conferences around the country,

他們說，"默斯克韋茲先生 -- 默斯克韋茲博士 --

我們想製造完美的醬菜。" 而他回答說，

"You had been looking for the perfect Pepsi.

"世上沒有一個完美的醬菜，只有完美的醬菜們。"

他回去跟他們說，"你們不只要改善你們的常規，

You should be looking for the perfect Pepsis."

And people would look at him blankly and say,

這就是我們得到美好的醬菜的方法。

Tried to get business, nobody would hire him --

康寶濃湯是令默斯克韋茲成名的。

康寶濃湯生產 Prego，而 Prego 在八零年代初在 Ragu 的競爭中掙扎求存。

and he talked about it and talked about it.

Ragu 在七零和八零年代是最主要的義大利麪醬。

現在在這個行業裡 -- 我不知道你對此有多少關心，

"To a worm in horseradish, the world is horseradish."

TED】馬爾科姆-格拉德威爾。選擇、幸福和意大利麵醬（選擇、幸福和意大利麵醬｜馬爾科姆-格拉德威爾）。 (【TED】Malcolm Gladwell: Choice, happiness and spaghetti sauce (Choice, happiness and spaghetti sauce | Malcolm Gladwell))

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TED】馬爾科姆-格拉德威爾。選擇、幸福和意大利麵醬（選擇、幸福和意大利麵醬｜馬爾科姆-格拉德威爾）。 (【TED】Malcolm Gladwell: Choice, happiness and spaghetti sauce (Choice, happiness and spaghetti sauce | Malcolm Gladwell))

tomato

coffee

people

happy