I got invited to speak to the people

有一次，我被邀請去

who dress up in big stuffed animal costumes

向穿動物戲服，

to perform at sporting events.

在運動場上表演的人演講。

Unfortunately I couldn't go.

可惜，我那次不能去。

But it got me thinking about

但卻使我去思考，

the fact that these guys, at least most of them,

至少這些人大多數都知道

know what it is that they do for a living.

自己靠什麼維生。

What they do is they dress up

他們裝扮成

as stuffed animals and entertain people at sporting events.

動物去娛樂參加大型運動活動的人。

Shortly after that I got invited

過不久我又被邀請到

to speak at the convention of the people

氣球動物達人的大會上

who make balloon animals.

演講。

And again, I couldn't go. But it's a fascinating group. They make balloon animals.

我還是無法去。但他們很吸引人。他們會做氣球動物。

There is a big schism between the ones who make

製作吉祥動物與情色動物的人

gospel animals and porn animals, but --

很不同。

(Laughter)

(笑聲)

they do a lot of really cool stuff with balloons.

他們會用氣球做很多很酷的東西，

Sometimes they get in trouble, but not often.

有時候會碰上困難，但機會不多。

And the other thing about these guys

另外，這些人

is, they also know what they do for a living.

也知道自己靠什麼維生，

They make balloon animals.

他們做氣球動物。

But what do we do for a living?

那我們靠什麼維生呢？

What exactly to the people watching this do every day?

那些看這些演講的人每天都做什麼呢？

And I want to argue that what we do

我認為我們

is we try to change everything.

想要改變一切。

That we try to find a piece of the status quo --

我們嘗試尋找現況中，

something that bothers us, something that needs to be improved,

一塊惱人的或需要改進的部分。

something that is itching to be changed -- and we change it.

某些渴望被改變的東西，然後改變它們。

We try to make big, permanent, important change.

我們嘗試進行大型的、永久的、重要的改變，

But we don't think about it that way.

可是我們並不這麼想，

And we haven't spent a lot of time talking about

也沒有花很多時間去談談，

what that process is like.

那是怎樣的過程。

And I've been studying it for a couple years.

而我已經研究了兩年，

And I want to share a couple stories with you today.

所以，今天想跟大家分享一兩個故事。

First, about a guy named Nathan Winograd.

首先，是內森‧溫諾格先生，

Nathan was the number two person at the San Francisco SPCA.

他曾是舊金山愛護動物協會的第二號人物。

And what you may not know about the history of the SPCA

你可能不清楚愛護動物協會的歷史，

is, it was founded to kill dogs and cats.

這協會成立的目的是殺死貓狗。

Cities gave them a charter

市政府給他們特許，

to get rid of the stray animals on the street and destroy them.

清掃並消滅街上流浪的動物，

In a typical year four million dogs and cats were killed,

通常，一年內有400萬隻貓狗被殺，

most of them within 24 hours of being scooped off of the street.

大多是在被捉到後24小時內處置。

Nathan and his boss saw this,

內森和他的老闆看到這情形，

and they could not tolerate it.

覺得無法忍受，

So they set out to make San Francisco

於是就決定要讓舊金山

a no-kill city:

成為一個禁止殺戮的城市。

create an entire city

創造出一個城市，

where every dog and cat,

讓所有的貓狗，

unless it was ill or dangerous,

除非生病或有危險性，

would be adopted, not killed.

否則都會被認養而不是捕殺，

And everyone said it was impossible.

所有人都說不可能。

Nathan and his boss went to the city council to get a change in the ordinance.

內森跟他老闆到市政府申請更改法令，

And people from SPCAs and humane shelters around the country

國內所有愛護動物協會和人道收留所的人，

flew to San Francisco

都飛到舊金山來，

to testify against them --

作證抗議他們。

to say it would hurt the movement and it was inhumane.

說內森會破壞整個運動且是不人道的。

They persisted. And Nathan went directly to the community.

那些人持續抗議，

He connected with people who cared about this:

於是內森直接走向社群，他聯繫那些關心這議題的群眾。

nonprofessionals, people with passion.

非專業的人士們、充滿熱情的人，

And within just a couple years,

就在短短兩年之內，

San Francisco became the first no-kill city,

舊金山變成了第一個禁止殺戮的城市。

running no deficit, completely supported by the community.

毫無虧損，完全靠社群的支持運作，

Nathan left and went to Tompkins County, New York --

內森接著到紐約的湯金郡去。

a place as different from San Francisco

一個跟舊金山不同的地方，

as you can be and still be in the United States. And he did it again.

美國沒有地方是一樣的。再次成功地實踐，

He went from being a glorified dogcatcher

他從一個被美化的捕犬者，

to completely transforming the community.

變成徹底將社群轉型的人。

And then he went to North Carolina and did it again.

他到北卡羅來納州去也成功了，

And he went to Reno and he did it again.

他到雷諾市去也成功了。

And when I think about what Nathan did,

當我想到內森做的事，

and when I think about what people here do, I think about ideas.

還有想到這裡的人從事的工作，我就會有一些念頭。

And I think about the idea that

我想到要

creating an idea, spreading an idea

創造和散播這個念頭

has a lot behind it.

背後是需要有很多東西。

I don't know if you've ever been to a Jewish wedding,

我不知道各位是否去參加過猶太人的婚禮，

but what they do is, they take a light bulb

但是猶太人在婚禮上會拿出一個電燈泡，

and they smash it.

然後踩碎它。

Now there is a bunch of reasons for that, and stories about it.

這個動作有許多理由和典故，

But one reason is because it indicates a change,

這象徵一個改變，

from before to after.

從事前到事後。

It is a moment in time.

是一個時刻。

And I want to argue that we are living through

而我認為現在我們正在經歷，

and are right at the key moment

也處在一個關鍵時刻，

of a change in the way ideas are created

就是創意的模式在

and spread and implemented.

創造散播和實踐中改變了。

We started with the factory idea:

我們從工廠的概念開始，

that you could change the whole world if you had an efficient factory

如果你有個有效率的工廠，

that could churn out change.

就可以改變世界，可以大量生產改變。

We then went to the TV idea,

接著是電視概念，

that said if you had a big enough mouthpiece,

如果你的大聲公夠大，

if you could get on TV enough times, if you could buy enough ads, you could win.

能夠出現在電視上夠多, 買的廣告夠多，你就會贏。

And now we're in this new model of leadership,

現在我們進入一種新的領導模式，

where the way we make change

就是要製造改變，

is not by using money

並不是用錢，

or power to lever a system,

或權力來操縱整個系統，

but by leading.

而是靠領導力。

So let me tell you about the three cycles. The first one is the factory cycle.

讓我告訴你這三種循環。第一個是工廠循環，

Henry Ford comes up with a really cool idea.

亨利‧福特有個很酷的想法，

It enables him to hire men

這想法令他雇用了

who used to get paid 50 cents a day

原本一天只賺五毛錢的人，

and pay them five dollars a day.

變成支付他們一天五塊錢。

Because he's got an efficient enough factory.

因為他有一個有效率的工廠，

Well with that sort of advantage

有了這樣的優勢，

you can churn out a lot of cars.

你可以大量生產汽車。

You can make a lot of change. You can get roads built.

你能製造許多改變，且讓人們蓋更多馬路，

You can change the fabric of an entire country.

你可以改變整個國家的建設。

That the essence of what you're doing is you need

這行為的本質是你需要

ever-cheaper labor,

愈來愈便宜的人工，

and ever-faster machines.

以及愈來愈快的機器。

And the problem we've run into is, we're running out of both.

現在的問題是，我們正在失去這兩樣東西，

Ever-cheaper labor and ever-faster machines.

更便宜的人工及更快的機器。

(Laughter)

(笑聲)

So we shift gears for a minute,

於是我們轉換一下方法,

and say, "I know: television;

說：我知道可以用電視，

advertising. Push push.

打廣告、不斷地推，

Take a good idea and push it on the world.

採用一個好點子，然後向世界推銷。

I have a better mousetrap.

我有更好的捕鼠器，

And if I can just get enough money to tell enough people, I'll sell enough."

如果我有足夠的錢來告訴很多人就可以賣很多。

And you can build an entire industry on that.

你甚至可因為這個而成立一整個產業，

If necessary you can put babies in your ads.

如果有需要你可以用嬰兒做廣告，

If necessary you can use babies to sell other stuff.

如果有需要你還可以用嬰兒賣其他東西，

And if babies don't work, you can use doctors.

如果嬰兒沒效果, 你可以用醫生。

But be careful.

可是要小心，

Because you don't want to get an unfortunate juxtaposition,

你可不想有一個不幸的組合，

where you're talking about one thing instead of the other.

讓人誤解你的廣告本意。

(Laughter)

(笑聲)

This model requires you to act like the king,

這模式要求你像國王一樣行動，

like the person in the front of the room

像坐在場內前排的人，

throwing things to the peons in the back.

將東西丟給後排的勞工一樣。

That you are in charge, and you're going to tell people

你掌控全場。你要告訴別人

what to do next.

下一步該做什麼。

The quick little diagram of it is, you're up here,

用簡單的圖示來看就是，你在最上面，

and you are pushing it out to the world.

向世界各處散播訊息。

This method -- mass marketing --

這個大眾行銷的方法，

requires average ideas,

只需要普通的點子，

because you're going to the masses,

因為是用來告訴大眾的，

and plenty of ads.

且要用大量的廣告。

What we've done as spammers

身為訊息傳播者，

is tried to hypnotize everyone

我們嘗試催眠每個人

into buying our idea,

來買我們的點子。

hypnotize everyone into donating to our cause,

催眠每個人為我們的理想貢獻，

hypnotize everyone into voting for our candidate.

催眠每個人投票給我們推舉的候選人 ，

And, unfortunately, it doesn't work so well anymore either.

不幸的是，這個方法也不再有效了。

(Laughter)

(笑聲)

But there is good news around the corner -- really good news.

不過現在有個好消息，很好的消息，

I call it the idea of tribes.

我稱之為"部落"的構想。

What tribes are, is a very simple concept

"部落"是個很簡單的概念，

that goes back 50,000 years.

早在五萬年前就存在了。

It's about leading and connecting people and ideas.

關係到領導和連結人們及想法，

And it's something that people have wanted forever.

而且一直以來就是人們所渴求的。

Lots of people are used to having a spiritual tribe, or a church tribe,

很多人習慣有靈修部落或教堂部落，

having a work tribe,

有個工作部落，

having a community tribe.

或社區部落。

But now, thanks to the internet, thanks to the explosion of mass media,

現在歸功於網路及大眾媒體的爆炸，

thanks to a lot of other things

及其他許多

that are bubbling through our society around the world,

正在世界各個社會活躍起來，

tribes are everywhere.

部落已經無所不在。

The Internet was supposed to homogenize everyone by connecting us all.

網路原本該透過連結每個人而把人們同類化，

Instead what it's allowed is silos of interest.

相反地，卻允許各種興趣的地盤存在，

So you've got the red-hat ladies over here.

於是，在這邊你看到戴紅帽的婦女，

You've got the red-hat triathletes over there.

在那邊有戴紅帽的鐵人三項運動選手，

You've got the organized armies over here.

這邊有整齊的軍隊，

You've got the disorganized rebels over here.

那邊有混亂的造反者，

You've got people in white hats making food.

有戴白帽子煮菜的人，

And people in white hats sailing boats.

也有戴白帽子航海的人，

The point is that you can find Ukrainian folk dancers

重點是，你可以找到烏克蘭土風舞者，

and connect with them,

然後，與他們連繫。

because you want to be connected.

因為你想跟人有連繫，

That people on the fringes

那些在遠處的人

can find each other, connect and go somewhere.

可以找到彼此，產生連繫及相約出去。

Every town that has a volunteer fire department

每個設有義工消防隊員的城鎮，

understands this way of thinking.

都了解這個道理。

(Laughter)

(笑聲)

Now it turns out

結果證實

this is a legitimate non-photoshopped photo.

這真的是沒有經過修圖的照片，

People I know who are firemen told me that this is not uncommon.

我認識的消防隊員告訴我這很平常，

And that what firemen do to train sometimes

消防隊員在訓練時，有時候

is they take a house that is going to be torn down,

會縱火燒一棟即將被拆除的房子，

and they burn it down instead, and practice putting it out.

用來練習如何撲火，

But they always stop and take a picture.

不過他們中途都會停下來拍照留念。

(Laughter)

(笑聲)

You know the pirate tribe is a fascinating one.

你知道海盜部落是令人驚奇的一群人，

They've got their own flag. They've got the eye patches.

他們有自己的旗幟及獨眼罩，

You can tell when you're running into someone in a tribe.

當你遇到部落中的一員你能馬上認出來，

And it turns out that it's tribes --

結果證明是部落，

not money, not factories --

不是金錢或工廠，

that can change our world, that can change politics,

可以改變世界和政治 ，

that can align large numbers of people.

可以聯盟一大群人。

Not because you force them to do something against their will,

並不是因為你逼迫他們，違背意願行動，

but because they wanted to connect.

而是因為他們想要與人連繫，

That what we do for a living now,

現在我們可以賴以維生的就是，

all of us, I think,

我認為所有人，

is find something worth changing,

應該尋找值得改變的東西，

and then assemble tribes that assemble tribes

然後召集會召集部落的部落，

that spread the idea and spread the idea.

把想法一圈一圈地傳播出去。

And it becomes something far bigger than ourselves,

成為比我們自己還要大的組織，

it becomes a movement.

最後成為一種運動 。

So when Al Gore set out

所以當高爾重新開始

to change the world again,

改變世界的時候，

he didn't do it by himself.

他並不是靠自己辦到的，

And he didn't do it by buying a lot of ads.

也不是靠購買大量的廣告，

He did it by creating a movement.

而是靠創造一個運動來達成。

Thousands of people around the country

全國有成千上萬的人，

who could give his presentation for him,

可以為他做簡報 。

because he can't be in 100 or 200 or 500 cities in each night.

因為他不可能每晚出現在100個或200個或500個城市裡，

You don't need everyone.

你不需要號召每一個人。

What Kevin Kelley has taught us is you just need,

凱文‧凱利教我們的是，你只需要，

I don't know, a thousand true fans --

也許一千個忠實的粉絲而已。

a thousand people who care enough

一千個真正關心的粉絲，

that they will get you the next round

為你帶來下一輪，

and the next round and the next round.

下下一輪，再下下一輪。

And that means that the idea you create, the product you create,

也就是你所創造的想法、產品

the movement you create isn't for everyone,

及運動，並不是創造給每一個人。

it's not a mass thing. That's not what this is about.

這不是一個大眾的東西。這不是它的意義

What it's about instead

而是關於

is finding the true believers.

找到虔誠的信徒。

It's easy to look at what I've said so far,

你能輕易明白我剛才所說的，

and say, "Wait a minute, I don't have what it takes to be that kind of leader."

然後說：「等一下, 我沒有那種領導者的特質啊」

So here are two leaders. They don't have a lot in common.

這裡有兩位領導者，他們沒有多大的共通點，

They're about the same age. But that's about it.

他們年齡相約, 頂多就是這樣而已，

What they did, though, is each in their own way,

而他們所做的是以他們各自的方法，

created a different way

去創造出不同的模式

of navigating your way through technology.

讓你航行在科技之中 。

So some people will go out and get people to be on one team.

所以會有人出去找人來參加這一隊，

And some people will get people to be on the other team.

也會有人去找人來參加另外一隊。

It also informs the decisions you make

當你製造產品或服務時，

when you make products or services.

這也會告訴你關於自己做的決定。

You know, this is one of my favorite devices.

你知道這是我最喜歡的產品之一。

But what a shame that it's not organized

可惜的是，它的組成不是

to help authors create movements.

去幫助作家創造一個運動。

What would happen if, when you're using your Kindle,

假使你使用電子書Kindle時，

you could see the comments and quotes and notes

你可以同時讀到

from all the other people reading the same book as you in that moment.

其他正在讀同一本書的人，他們的感想引語及筆記，會如何呢？

Or from your book group. Or from your friends, or from the circle you want.