Placeholder Image

字幕列表 影片播放

  • I'm going to give you four specific examples -- and I'm going to cover at the end --

    我要告訴你們四個具體的例子,我將會留到最後說明。 I'm going to give you four specific examples -- and I'm going to cover at the end --

  • about how a company called Silk tripled their sales by doing one thing.

    一家名為Silk的公司,如何用一件事創造了三倍的銷售業績。 about how a company called Silk tripled their sales by doing one thing.

  • How an artist named Jeff Koons went from being a nobody

    藝術家傑夫‧昆斯,如何從無名小卒 How an artist named Jeff Koons went from being a nobody

  • to making a whole bunch of money and having a lot of impact,

    變成賺進大把鈔票和具有影響力的人, to making a whole bunch of money and having a lot of impact,

  • to how Frank Gehry redefined what it meant to be an architect.

    還有法蘭克‧蓋瑞,如何重新定義建築師, to how Frank Gehry redefined what it meant to be an architect.

  • And one of my biggest failures as a marketer in the last few years,

    以及過去幾年,我身為行銷專員的最大敗筆之一, And one of my biggest failures as a marketer in the last few years,

  • a record label I started that had a CD called "Sauce."

    就是創立一個唱片品牌,並出了一張大碟叫「醬汁」。 a record label I started that had a CD called "Sauce."

  • Before I can do that I've got to tell you about sliced bread, and a guy named Otto Rohwedder.

    但在那之前我想跟你談談切片麵包及歐土‧羅威德的故事。 Before I can do that I've got to tell you about sliced bread, and a guy named Otto Rohwedder.

  • Now, before sliced bread was invented in the 1910s

    在1910年代切片麵包被發明之前, Now, before sliced bread was invented in the 1910s

  • I wonder what they said?

    我很好奇當時人們說了什麼? I wonder what they said?

  • Like the greatest invention since ... the telegraph or something.

    像是繼電報之後最偉大的發明之類的。 Like the greatest invention since ... the telegraph or something.

  • But this guy named Otto Rohwedder invented sliced bread,

    有個人叫歐土‧羅威德發明了切片麵包, But this guy named Otto Rohwedder invented sliced bread,

  • and he focused, like most inventors did, on the patent part and the making part.

    他像許多發明家一樣,專注於專利和製造的部分。 and he focused, like most inventors did, on the patent part and the making part.

  • And the thing about the invention of sliced bread is this --

    切片麵包這項發明有趣的一點是, And the thing about the invention of sliced bread is this --

  • that for the first 15 years after sliced bread was available

    在最初發明的15年, that for the first 15 years after sliced bread was available

  • no one bought it, no one knew about it. It was a complete and total failure.

    沒有人要買它,也沒有人知道,完全是個徹底的失敗。 no one bought it, no one knew about it. It was a complete and total failure.

  • And the reason is that until Wonder came along

    直到「奇異麵包」出現, And the reason is that until Wonder came along

  • and figured out how to spread the idea of sliced bread, no one wanted it.

    找出如何散播切片麵包這個想法,才開始有人要買。 and figured out how to spread the idea of sliced bread, no one wanted it.

  • That the success of sliced bread,

    切片麵包的成功, That the success of sliced bread,

  • like the success of almost everything we've been talking about at this conference,

    就像所有我們在這座談會上談論的成功例子, like the success of almost everything we've been talking about at this conference,

  • is not always about what the patent is like, or what the factory is like,

    並非總是關於專利或工廠的規模, is not always about what the patent is like, or what the factory is like,

  • it's about can you get your idea to spread, or not.

    而是關於你是否能夠散播你的想法。 it's about can you get your idea to spread, or not.

  • And I think that the way that you're going to get what you want,

    我認為要獲得你所想要的東西, And I think that the way that you're going to get what you want,

  • or cause the change that you want to change, to happen,

    或是實踐你想要創造的改變, or cause the change that you want to change, to happen,

  • is that you've got to figure out a way to get your ideas to spread.

    就是你必須找出辦法散播你的想法。 is that you've got to figure out a way to get your ideas to spread.

  • And it doesn't matter to me whether you're running a coffee shop

    對我而言無論你是在經營咖啡店, And it doesn't matter to me whether you're running a coffee shop

  • or you're an intellectual, or you're in business, or you're flying hot air balloons.

    或你是學者,或是商人,或是你駕駛熱氣球, or you're an intellectual, or you're in business, or you're flying hot air balloons.

  • I think that all this stuff applies to everybody regardless of what we do.

    我認為這個觀念對每個人都有用,不管我們從事什麼工作。 I think that all this stuff applies to everybody regardless of what we do.

  • That what we are living in is a century of idea diffusion.

    我們所處的是一個觀念傳播的世紀, That what we are living in is a century of idea diffusion.

  • That people who can spread ideas, regardless of what those ideas are, win.

    有能力傳播觀念的人,無論傳播的是什麼觀念,都會是贏家。 That people who can spread ideas, regardless of what those ideas are, win.

  • And when I talk about it I usually pick business

    我常拿商業來當例子, And when I talk about it I usually pick business

  • because they make the best pictures that you can put in your presentation,

    因為他們有最棒的照片讓你做簡報 , because they make the best pictures that you can put in your presentation,

  • and because it's the easiest sort of way to keep score.

    也是保留記錄最簡單的方法。 and because it's the easiest sort of way to keep score.

  • But I want you to forgive me when I use these examples

    但是請包容我使用這些例子 , But I want you to forgive me when I use these examples

  • because I'm talking about anything that you decide to spend your time to do.

    因為這些都可能是你想花時間做的事。 because I'm talking about anything that you decide to spend your time to do.

  • At the heart of spreading ideas is TV and stuff like TV.

    傳播觀念的核心就是電視及類似的媒體, At the heart of spreading ideas is TV and stuff like TV.

  • TV and mass media made it really easy to spread ideas in a certain way.

    電視和大眾媒體,以特定的方式,使傳播觀念變得容易。 TV and mass media made it really easy to spread ideas in a certain way.

  • I call it the TV industrial complex.

    我稱它為「電視工業綜合體」。 I call it the TV industrial complex.

  • The way the TV industrial complex works, is you buy some ads --

    運作的方式是你購買廣告時段, The way the TV industrial complex works, is you buy some ads --

  • interrupt some people -- that gets you distribution.

    打擾一些人,讓你散佈訊息, interrupt some people -- that gets you distribution.

  • You use the distribution you get to sell more products.

    利用這訊息的傳播賣出更多商品。 You use the distribution you get to sell more products.

  • You take the profit from that to buy more ads.

    你再利用銷售的盈利,來購買更多的廣告。 You take the profit from that to buy more ads.

  • And it goes around and around and around,

    這模式一直不斷的循環重複, And it goes around and around and around,

  • the same way that military and industrial complex worked a long time ago.

    跟多年前軍隊和工業綜合體的運作方式一樣, the same way that military and industrial complex worked a long time ago.

  • And that model of, and we heard it yesterday,

    那個模式也就是我們昨天聽到的。 And that model of, and we heard it yesterday,

  • if we could only get onto the homepage of Google,

    如果我們能登上Google的首頁, if we could only get onto the homepage of Google,

  • if we could only figure out how to get promoted there,

    如果我們懂得如何在那上面行銷, if we could only figure out how to get promoted there,

  • if we could only figure out how to grab that person by the throat,

    如果我們懂得如何抓住人的注意力, if we could only figure out how to grab that person by the throat,

  • and tell them about what we want to do.

    然後告訴他們我們想做的事。 and tell them about what we want to do.

  • If we do that then everyone would pay attention, and we would win.

    如果我們做得到每個人就會注意到,我們就贏了。 If we do that then everyone would pay attention, and we would win.

  • Well, this TV industrial complex informed my entire childhood and probably yours.

    電視工業綜合體在我和你的童年散播資訊, Well, this TV industrial complex informed my entire childhood and probably yours.

  • I mean, all of these products succeeded because someone figured out

    這些商品會成功,是因為 I mean, all of these products succeeded because someone figured out

  • how to touch people in a way they weren't expecting,

    有人知道了如何,以驚喜的方式觸動人心, how to touch people in a way they weren't expecting,

  • in a way they didn't necessarily want with an ad,

    或是以人們不希望的方式, in a way they didn't necessarily want with an ad,

  • over and over and over again until they bought it.

    持續廣告直到人們買下它為止。 over and over and over again until they bought it.

  • And the thing that's happened is, they canceled the TV industrial complex.

    接下來發生的是,他們取消了電視工業綜合體, And the thing that's happened is, they canceled the TV industrial complex.

  • That just over the last few years,

    就在過去幾年, That just over the last few years,

  • what anybody who markets anything has discovered

    任何做行銷的專員都發現到, what anybody who markets anything has discovered

  • is that it's not working the way that it used to.

    電視工業綜合體已經失去以往的效果了。 is that it's not working the way that it used to.

  • This picture is really fuzzy, I apologize, I had a bad cold when I took it.

    我很抱歉這張照片很模糊,因為當時我感冒很嚴重。 This picture is really fuzzy, I apologize, I had a bad cold when I took it.

  • But the product in the blue box in the center is my poster child.

    但是在中央的那個藍色產品,就是我要說的範例。 But the product in the blue box in the center is my poster child.

  • Right. I go to the deli, I'm sick, I need to buy some medicine.

    我到熟食店去我生病了,我需要買藥。 Right. I go to the deli, I'm sick, I need to buy some medicine.

  • The brand manager for that blue product spent 100 million dollars

    那藍色產品的品牌經理花了一億美金, The brand manager for that blue product spent 100 million dollars

  • trying to interrupt me in one year.

    嘗試在一年內讓我停下來看。 trying to interrupt me in one year.

  • 100 million dollars interrupting me with TV commercials and magazine ads and spam

    用一億元打電視和雜誌廣告,嘗試用垃圾、郵件、 100 million dollars interrupting me with TV commercials and magazine ads and spam

  • and coupons and shelving allowances and spiff --

    優待券、空架子和包裝來吸引我, and coupons and shelving allowances and spiff --

  • all so I could ignore every single message.

    好讓我可以漠視所有的訊息。 all so I could ignore every single message.

  • And I ignored every message because I don't have a pain reliever problem.

    我漠視所有訊息,因為我沒有止痛的需要。 And I ignored every message because I don't have a pain reliever problem.

  • I buy the stuff in the yellow box because I always have.

    我買黃色包裝的東西,因為習慣了。 I buy the stuff in the yellow box because I always have.

  • And I'm not going to invest a minute of my time to solve her problem,

    而我不會花任何時間來解決她的問題, And I'm not going to invest a minute of my time to solve her problem,

  • because I don't care.

    因為我沒興趣。 because I don't care.

  • Here's a magazine called Hydrate. It's 180 pages about water.

    這是一本叫「水合物」的雜誌,有180頁關於水的報導。 Here's a magazine called Hydrate. It's 180 pages about water.

  • (Laughter)

    (笑聲) (Laughter)

  • Right. Articles about water, ads about water.

    關於水的報導,關於水的廣告, Right. Articles about water, ads about water.

  • Imagine what the world was like 40 years ago

    想像一下40年前的世界, Imagine what the world was like 40 years ago

  • when it was just the Saturday Evening Post and Time and Newsweek.

    當時只有星期六晚郵時代雜誌、商業週刊, when it was just the Saturday Evening Post and Time and Newsweek.

  • Now there are magazines about water.

    現在則有關於水的雜誌。 Now there are magazines about water.

  • New products from Coke Japan -- water salad.

    日本可口可樂的新產品:水沙拉, New products from Coke Japan -- water salad.

  • (Laughter)

    (笑聲) (Laughter)

  • OK. Coke Japan comes out with a new product every three weeks.

    每三個星期,日本可口可樂就推出一個新產品。 OK. Coke Japan comes out with a new product every three weeks.

  • Because they have no idea what's going to work and what's not.

    因為他們根本不知道,什麼產品會賣,什麼不會。 Because they have no idea what's going to work and what's not.

  • I couldn't have written this better myself. It came out four days ago --

    我自己都無法寫得更好,這是四天前推出的。 I couldn't have written this better myself. It came out four days ago --

  • I circled the important parts so you can see them here.

    我將重要的部分圈起來,好讓你們看清楚。 I circled the important parts so you can see them here.

  • They've came out ... Arby's is going to spend 85 million dollars promoting an oven mitt

    出現了。阿比斯將花八千五百萬推銷一個烤箱手套, They've came out ... Arby's is going to spend 85 million dollars promoting an oven mitt

  • with the voice of Tom Arnold,

    用湯姆‧阿諾特的聲音做廣告, with the voice of Tom Arnold,

  • hoping that that will get people to go to Arby's and buy a roast beef sandwich.

    期待人們會到阿比斯速食店,買烤牛肉三明治。 hoping that that will get people to go to Arby's and buy a roast beef sandwich.

  • (Laughter)

    (笑聲) (Laughter)

  • Now, I had tried to imagine what could possibly be in an animated TV commercial

    我嘗試想像電視上的動畫廣告 Now, I had tried to imagine what could possibly be in an animated TV commercial

  • featuring Tom Arnold, that would get you to get in your car,

    會如何利用湯姆‧阿諾特的聲音,使你想跳進車子, featuring Tom Arnold, that would get you to get in your car,

  • drive across town and buy a roast beef sandwich.

    開進城裡買一個烤牛肉三明治。 drive across town and buy a roast beef sandwich.

  • (Laughter)

    (笑聲) (Laughter)

  • Now, this is Copernicus, and he was right,

    這是哥白尼,而他說對了。 Now, this is Copernicus, and he was right,

  • when he was talking to anyone who needs to hear your idea.

    當他跟一個想聽別人意見的人說話時,他說: when he was talking to anyone who needs to hear your idea.

  • The world revolves around me. Me, me, me, me, me. My favorite person -- me.

    他說:世界繞著我旋轉,我、我、我、我、我。我最愛的人:我。 The world revolves around me. Me, me, me, me, me. My favorite person -- me.

  • I don't want to get email from anybody, I want to get "memail."

    我不想收到別人寄的電子郵件,我想要收到「我的郵件」。 I don't want to get email from anybody, I want to get "memail."

  • (Laughter)

    (笑聲) (Laughter)

  • So consumers, and I don't just mean people who buy stuff at the Safeway,

    消費者,我不只是指在Safeway超市買東西的人, So consumers, and I don't just mean people who buy stuff at the Safeway,

  • I mean people at the Defense Department who might buy something,

    我指的是在國防部工作且想買東西的人, I mean people at the Defense Department who might buy something,

  • or people at, you know, the New Yorker who might print your article.

    或是在紐約客雜誌幫你印文章的那些人。 or people at, you know, the New Yorker who might print your article.

  • Consumers don't care about you at all, they just don't care.

    消費者根本不管你死活,他們不在乎你。 Consumers don't care about you at all, they just don't care.

  • Part of the reason is -- they've got way more choices than they used to,

    其中一個原因是,現在他們比以前擁有更多的選擇, Part of the reason is -- they've got way more choices than they used to,

  • and way less time.

    卻擁有更少的時間。 and way less time.

  • And in a world where we have too many choices

    在這個擁有太多選擇, And in a world where we have too many choices

  • and too little time, the obvious thing to do is just ignore stuff.

    卻太少時間的世界,最明顯的事情就是忽視。 and too little time, the obvious thing to do is just ignore stuff.

  • And my parable here is you're driving down the road

    我打個比喻,你正在路上開車 , And my parable here is you're driving down the road

  • and you see a cow, and you keep driving

    看到一隻牛,然後又繼續向前開, and you see a cow, and you keep driving

  • because you've seen cows before.

    因為你已經看過牛了。 because you've seen cows before.

  • Cows are invisible. Cows are boring.

    牛是透明的、無聊的。 Cows are invisible. Cows are boring.

  • Who's going to stop and pull over and say -- oh, look, a cow. Nobody.

    誰會停到路邊然後指著牛說:看!有一隻牛耶!沒人會這樣做。 Who's going to stop and pull over and say -- oh, look, a cow. Nobody.

  • (Laughter)

    (笑聲) (Laughter)

  • But if the cow was purple -- isn't that a great special effect?

    但是,如果那隻牛是紫色的--這是一個很棒的特效,對吧? But if the cow was purple -- isn't that a great special effect?

  • I could do that again if you want it.

    如果你想看我可以再做一次。 I could do that again if you want it.

  • If the cow was purple, you'd notice it for a while.

    如果牛是紫色的,你會注意一下。 If the cow was purple, you'd notice it for a while.

  • I mean, if all cows were purple you'd get bored with those, too.

    因為如果牛全部都是紫色的,你就又會感到無聊了。 I mean, if all cows were purple you'd get bored with those, too.

  • The thing that's going to decide what gets talked about,

    被決定成為話題的、 The thing that's going to decide what gets talked about,

  • what gets done, what gets changed,

    被完成的、被改變的、 what gets done, what gets changed,

  • what gets purchased, what gets built,

    被購買的、被建蓋的、 what gets purchased, what gets built,

  • is -- is it remarkable?

    其關鍵就是:那是否與眾不同? is -- is it remarkable?

  • And remarkable's a really cool word because we think it just means neat,

    與眾不同是一個酷字,我們常覺得與眾不同只是代表很棒, And remarkable's a really cool word because we think it just means neat,

  • but it also means -- worth making a remark about.

    但也代表值得被談論, but it also means -- worth making a remark about.

  • And that is the essence of where idea diffusion is going.

    而這就是觀念傳播未來的主要方向。 And that is the essence of where idea diffusion is going.

  • That two of the hottest cars in the United States is a 55,000 dollar giant car,

    在美國最熱門的兩部車就是,一輛55000美金的巨型車, That two of the hottest cars in the United States is a 55,000 dollar giant car,

  • big enough to hold a mini in its trunk.

    大到可以載一輛MINI奧斯汀在後車廂內。 big enough to hold a mini in its trunk.

  • People are paying full price for both, and the only thing they have in common

    人們付全價買這兩部車,而這兩部車唯一的共同點, People are paying full price for both, and the only thing they have in common

  • is that they don't have anything in common.

    就是它們沒有共同點。 is that they don't have anything in common.

  • (Laughter)

    (笑聲) (Laughter)

  • Every week the number one best selling DVD in America changes.

    每個星期,美國暢銷第一的DVD都在改變, Every week the number one best selling DVD in America changes.

  • It's never "The Godfather," it's never "Citizen Kane,"

    永遠不是「教父」或「大國民」。 It's never "The Godfather," it's never "Citizen Kane,"

  • It's always some third rate movie with some second rate star.

    永遠都是一些二級演員演的三級電影。 It's always some third rate movie with some second rate star.

  • But the reason it's number one is because that's the week it came out.

    它成為第一的原因是,那週剛好是它上架的時間。 But the reason it's number one is because that's the week it came out.

  • Because it's new, because it's fresh.

    因為它是新的、沒人看過的。 Because it's new, because it's fresh.

  • Because people saw it and said -- I didn't know that was there --

    因為人們看到會說:啊!我不知道有這個, Because people saw it and said -- I didn't know that was there --

  • and they noticed it.

    然後就注意到了。 and they noticed it.

  • Two of the big success stories of the last 20 years in retail --

    過去20年來最成功的兩個零售商-- Two of the big success stories of the last 20 years in retail --

  • one sells things that are super-expensive in a blue box,

    其中一個用藍盒子賣,超貴的東西; one sells things that are super-expensive in a blue box,

  • and one sells things that are as cheap as they can make them.

    另一個則是賣跟製作成本一樣便宜的東西。 and one sells things that are as cheap as they can make them.

  • The only thing they have in common is that they're different.

    它們唯一的共同點就是它們是不同的, The only thing they have in common is that they're different.

  • We're now in the fashion business, no matter what we do for a living,

    我們做的是流行商業,無論我們以什麼謀生, We're now in the fashion business, no matter what we do for a living,

  • we're in the fashion business.

    我們都在流行產業裡。 we're in the fashion business.

  • And the thing is, people in the fashion business

    而在流行產業裡的人, And the thing is, people in the fashion business

  • know what it's like to be in the fashion business, because they're used to it.

    知道在流行產業裡的狀況,因為習慣了。 know what it's like to be in the fashion business, because they're used to it.

  • The rest of us have to figure out how to think that way.

    剩下的我們則必須發掘, The rest of us have to figure out how to think that way.

  • How to understand that it's not about interrupting people with big full-page ads,

    如何跟他們想的一樣,了解到這不是用全面廣告去打擾消費者, How to understand that it's not about interrupting people with big full-page ads,

  • or insisting on meetings with people.

    或強調要跟人面對面。 or insisting on meetings with people.

  • But it's a totally different sort of process that determines which ideas spread,

    這是一個全然不同的運作方式,來決定哪些觀念,傳播得出去, But it's a totally different sort of process that determines which ideas spread,

  • and which ones don't.

    而哪些不行。 and which ones don't.

  • This chair -- they sold a billion dollars' worth of Aeron chairs

    這張椅子,銷售額高達十億的Aeron椅子, This chair -- they sold a billion dollars' worth of Aeron chairs

  • by reinventing what it meant to sell a chair.

    靠的就是重新創造販賣椅子所代表的意義。 by reinventing what it meant to sell a chair.

  • They turned a chair from something the purchasing department bought,

    他們把採購部門所購買的椅子, They turned a chair from something the purchasing department bought,

  • to something that was a status symbol about where you sat at work.

    變成地位象徵,代表你在職場的位置。 to something that was a status symbol about where you sat at work.

  • This guy, Lionel Poilane, the most famous baker in the world --

    這位是萊尼爾‧普蘭,世界上最有名的麵包師-- This guy, Lionel Poilane, the most famous baker in the world --

  • he died two and a half months ago,

    他在兩個半月前去逝了, he died two and a half months ago,

  • and he was a hero of mine and a dear friend.

    他既是我的英雄,也是我的好友。 and he was a hero of mine and a dear friend.

  • He lived in Paris. Last year he sold 10 million dollars worth of French bread.

    他住在巴黎,去年他賣法國麵包的營業額高達一千萬元, He lived in Paris. Last year he sold 10 million dollars worth of French bread.

  • Every loaf baked in a bakery he owned, by one baker at a time, in a wood-fired oven.

    他所擁有的每家麵包店所烤出的每一條麵包,都是一次由一位麵包師傅,用木柴烤爐烤出來的。 Every loaf baked in a bakery he owned, by one baker at a time, in a wood-fired oven.

  • And when Lionel started his bakery the French pooh-pooh-ed it.

    萊尼爾剛創業的時候,法國人嘲笑他, And when Lionel started his bakery the French pooh-pooh-ed it.

  • They didn't want to buy his bread. It didn't look like "French bread."

    法國人不想買他做的麵包,因為看起來不像法國麵包。 They didn't want to buy his bread. It didn't look like "French bread."

  • It wasn't what they expected.

    這並不是人們所期待的。 It wasn't what they expected.

  • It was neat, it was remarkable, and slowly it spread from one person to another person

    但是,那麵包很棒且與眾不同,慢慢地一個傳一個地傳播了出去。 It was neat, it was remarkable, and slowly it spread from one person to another person

  • until finally, it became the official bread of three-star restaurants in Paris.

    直到最後,那麵包成了巴黎三星餐廳的指定麵包 。 until finally, it became the official bread of three-star restaurants in Paris.

  • Now he's in London, and he ships by FedEx all around the world.

    現在倫敦也有分店,靠著聯邦快遞運送到全球。 Now he's in London, and he ships by FedEx all around the world.

  • What marketers used to do is make average products for average people.

    行銷專員過去做的是,為普通人製造普通的產品。 What marketers used to do is make average products for average people.

  • That's what mass marketing is.

    這就是所謂的大眾行銷。 That's what mass marketing is.

  • Smooth out the edges, go for the center,

    磨平兩端,取中間的那段, Smooth out the edges, go for the center,

  • that's the big market.

    就是大市場。 that's the big market.

  • They would ignore the geeks,

    他們會忽略那些怪客 They would ignore the geeks,

  • and God forbid, the laggards.

    及老天保佑、那些落後者, and God forbid, the laggards.

  • It was all about going for the center.

    全都只鎖定中間那塊大餅。 It was all about going for the center.

  • But in a world where the TV industrial complex is broken,

    但是在電視工業綜合體瓦解的世界裡, But in a world where the TV industrial complex is broken,

  • I don't think that's a strategy we want to use any more.

    我不認為這是我們想要繼續使用的策略。 I don't think that's a strategy we want to use any more.

  • I think the strategy we want to use is to not market to these people

    我認為我們想要用的策略是,不再鎖定那些人做行銷, I think the strategy we want to use is to not market to these people

  • because they're really good at ignoring you.

    因為他們太會忽略你了 。 because they're really good at ignoring you.

  • But market to these people because they care.

    但是針對這些人做行銷,因為他們關心。 But market to these people because they care.

  • These are the people who are obsessed with something.

    這些是對某些東西著迷的人, These are the people who are obsessed with something.

  • And when you talk to them they'll listen

    當你跟他們說話時他們會聽, And when you talk to them they'll listen

  • because they like listening -- it's about them.

    因為他們喜歡聽,這些跟他們有關。 because they like listening -- it's about them.

  • And if you're lucky, they'll tell their friends

    如果你幸運的話,他們會告訴 And if you're lucky, they'll tell their friends

  • on the rest of the curve, and it'll spread.

    在其餘曲線上的朋友,然後傳播出去。 on the rest of the curve, and it'll spread.

  • It'll spread to the entire curve.

    傳播到整個曲線上。 It'll spread to the entire curve.

  • They have something I call otaku -- it's a great Japanese word.

    這被稱為「御宅」,一個很棒的日本字。 They have something I call otaku -- it's a great Japanese word.

  • It describes the desire of someone who's obsessed to say,

    形容有人對某種東西的渴望, It describes the desire of someone who's obsessed to say,

  • drive across Tokyo to try a new ramen noodle place,

    讓人著迷到開車橫跨東京去嘗試新的拉麵。 drive across Tokyo to try a new ramen noodle place,

  • because that's what they do. They get obsessed with it.

    這就是御宅族會做的事情,他們沉迷於自己有興趣的東西。 because that's what they do. They get obsessed with it.

  • To make a product, to market an idea,

    製造一樣產品,行銷一個觀念, To make a product, to market an idea,

  • to come up with any problem you want to solve

    解決你想解決的問題。 to come up with any problem you want to solve

  • that doesn't have a constituency with an otaku,

    如果當中沒有一個御宅族的顧客, that doesn't have a constituency with an otaku,

  • is almost impossible.

    那將不可能成功。 is almost impossible.

  • Instead, you have to find a group that really,

    你必須找到一個族群,真心 Instead, you have to find a group that really,

  • desperately cares about what it is you have to say.

    且迫切想知道你想說的事情, desperately cares about what it is you have to say.

  • Talk to them and make it easy for them to tell their friends.

    跟那些人說,並讓他們能夠很容易地傳達給朋友。 Talk to them and make it easy for them to tell their friends.

  • There's a hot sauce otaku, but there's no mustard otaku.

    現在有辣椒醬的御宅族,卻沒有芥末醬的御宅族。 There's a hot sauce otaku, but there's no mustard otaku.

  • That's why there's lots and lots and lots of kinds of hot sauces,

    這就是為什麼有許許多多不同的辣椒醬, That's why there's lots and lots and lots of kinds of hot sauces,

  • and not so many kinds of mustard.

    卻沒有很多種的芥末醬。 and not so many kinds of mustard.

  • Not because it's hard to make interesting mustard

    並不是因為很難做出有趣的芥末醬 Not because it's hard to make interesting mustard

  • -- you can make interesting mustard --

    --你可以做出有趣的芥末醬-- -- you can make interesting mustard --

  • But people don't because no one's obsessed with it,

    而是因為沒有人著迷所以人們不會去做, But people don't because no one's obsessed with it,

  • and thus no one tells their friends.

    也因此沒人會告訴他們的朋友。 and thus no one tells their friends.

  • Krispy Kreme has figured this whole thing out.

    Krispy Kreme甜甜圈完全搞懂了這回事, Krispy Kreme has figured this whole thing out.

  • Krispy Kreme has a strategy, and what they do is,

    Krispy Kreme有一個策略就是, Krispy Kreme has a strategy, and what they do is,

  • they enter a city, they talk to the people with otaku,

    它進入一個城市跟御宅族對話, they enter a city, they talk to the people with otaku,

  • and then they spread through the city

    接著散播到整個城市, and then they spread through the city

  • to the people who've just crossed the street.

    甚至是對街的人。 to the people who've just crossed the street.

  • This yoyo right here cost 112 dollars, but it sleeps for 12 minutes.

    這個溜溜球價值112元美金,但是需要睡12分鐘, This yoyo right here cost 112 dollars, but it sleeps for 12 minutes.

  • Not everybody wants it but they don't care.

    並不是每個人都想買,可是廠商不在乎。 Not everybody wants it but they don't care.

  • They want to talk to the people who do, and maybe it'll spread.

    廠商想跟有興趣的人溝通,也許這會散播開來。 They want to talk to the people who do, and maybe it'll spread.

  • These guys make the loudest car stereo in the world.

    這些人製造全世界最大聲的汽車音響。 These guys make the loudest car stereo in the world.

  • (Laughter)

    (笑聲) (Laughter)

  • It's as loud as a 747 jet, you can't get in

    簡直跟747噴射機一樣大聲,你無法搶東西,因為車子有防彈玻璃 It's as loud as a 747 jet, you can't get in

  • the car's got bullet proof glass on the windows

    因為車子有防彈玻璃, the car's got bullet proof glass on the windows

  • because they'll blow out the windshield otherwise.

    否則那音量就會炸碎擋風板。 because they'll blow out the windshield otherwise.

  • But the fact remains that when someone

    但事實就是,當有人 But the fact remains that when someone

  • wants to put a couple of speakers in their car,

    想在車裡放兩個音箱。 wants to put a couple of speakers in their car,

  • if they've got the otaku

    如果他們剛好是御宅族, if they've got the otaku

  • or they've heard from someone who does,

    或是從御宅族身上得到消息, or they've heard from someone who does,

  • they go ahead and they pick this.

    他們就會自然選擇這些, they go ahead and they pick this.

  • It's really simple -- you sell to the people who are listening,

    這很簡單--你就是把東西賣給想聽的人, It's really simple -- you sell to the people who are listening,

  • and maybe, just maybe those people tell their friends.

    而也許那些人就會告訴其他朋友。 and maybe, just maybe those people tell their friends.

  • So when Steve Jobs talks to 50,000 people at his keynote, right,

    所以當史蒂夫‧賈伯斯用Keynote對著五萬人演講時, So when Steve Jobs talks to 50,000 people at his keynote, right,

  • who are all tuned in from 130 countries

    那些人從130個國家飛來, who are all tuned in from 130 countries

  • watching his two-hour commercial --

    觀賞他兩個小時的廣告-- watching his two-hour commercial --

  • that's the only thing keeping his company in business --

    那是唯一讓蘋果繼續經營下去的原因-- that's the only thing keeping his company in business --

  • is that those 50,000 people care desperately enough

    那五萬人的興趣多得足以 is that those 50,000 people care desperately enough

  • to watch a two-hour commercial, and then tell their friends.

    有耐心看完兩個小時的廣告,並且告訴他們的朋友。 to watch a two-hour commercial, and then tell their friends.

  • Pearl Jam, 96 albums released in the last two years.

    珍珠果醬在過去兩年發行了96張大碟, Pearl Jam, 96 albums released in the last two years.

  • Every one made a profit. How?

    每張都賺錢,怎麼辦到的? Every one made a profit. How?

  • They only sell them on their website.

    他們只在官網上賣。 They only sell them on their website.

  • Those people who buy them on the website have the otaku,

    在那些消費者當中有御宅族, Those people who buy them on the website have the otaku,

  • and then they tell their friends, and it spreads and it spreads.

    然後就告訴其他朋友,接著就傳播得更多更遠了。 and then they tell their friends, and it spreads and it spreads.

  • This hospital crib cost 10,000 dollars, 10 times the standard.

    這個醫院嬰兒床要價一萬美金,是標準床的十倍價格。 This hospital crib cost 10,000 dollars, 10 times the standard.

  • But hospitals are buying it faster than any other model.

    可是醫院搶買的速度比其他款式都快。 But hospitals are buying it faster than any other model.