somebody who runs a business that's all about getting attention, why should they switch

有人誰經營的業務，'的所有關於獲得關注， 為什麼他們應該切換到。

to being in the business of helping people?

到從事助人的事業？

Well, for one, it's going to be hard to do that until consumers actually demand that

好吧，首先，在消費者真正提出要求之前，要做到這一點很難

that's what they want.

這就是他們想要的。

We all need to recognize as citizens of humanity, as just being human, that this world that's

我們都需要認識到，作為人類的公民，只是作為人類的一員，這個世界上的'。

constantly fighting to grab our attention doesn't serve any of us.

不斷地爭奪我們的注意力，對我們沒有任何好處。

It's polluting our inner and our social lives.

它'汙染了我們的內心和社會生活。

And once we recognize that we don't want that as consumers, that will enable businesses

而一旦我們認識到，我們不希望作為消費者的，這將使企業的

to follow consumer demand and say: we want to provide something whose goals are entirely

跟隨消費者的需求，說：我們要提供的東西，其目標完全是。

in alignment with your goals, where we measure our success in terms of the net positive benefits

與您的目標保持一致，我們以淨積極效益來衡量我們的成功。

that we delivered in people's lives, and we charged more like a subscription model or

我們提供的人的生活，我們收取更多的像訂閱模式或

a payment model rather than advertising where we have an infinite appetite in stealing as

付費模式，而不是廣告，在那裡我們有一個無限的胃口在竊取作為。

much of your attention as possible.

儘可能的吸引你的注意力。

So, when we check our phones 150 times a day, which is the average, are those 150 conscious

那麼，當我們每天檢查手機150次，這是平均水平，這150次是否是有意識的。

moments where we're sitting here and then we think and then we choose: “Now I'm going

瞬間，我們'坐在這裡，然後我們認為，然後我們選擇。"現在我將

to check my phone”?

檢查我的手機"？

Or does it just happen to us?

還是說這只是發生在我們身上？

And I think one thing that we don't talk about with the attention economy, what's different

我覺得有一件事，我們不'談與注意力經濟，什麼'的不同。

about the attention economy versus a normal marketing-product-goods economy, is that in

關於注意力經濟與正常的營銷-產品-商品經濟，是在

a regular economy people make a conscious choice (theoretically) about the products

正規經濟下，人們會有意識地選擇產品。

that they choose to buy or the places I choose to go to.

他們選擇購買或我選擇去的地方。

I have to get into a car and go there.

我得坐車去那裡。

In the attention economy I don't choose where my attention goes; I choose kind of in the

在注意力經濟中，我不選擇我的注意力的去向，我選擇種在。

moments in between, but a lot of my attention can be steered.

間的時刻，但我的很多注意力可以被引導。

This is what magicians do, I mean they do a trick by steering your attention, by focusing

這就是魔術師的工作，我的意思是，他們做了一個把戲，通過引導你的注意力，通過專注於...

your attention over here.

你的注意力在這裡。

So what's different about the attention economy is we have less choice about where our attention

所以，注意力經濟的不同之處在於，我們對注意力的去向選擇較少。

goes.

去。

It can be steered and manipulated much more easily than the conscious-choice-buying economy

比起有意識的選擇-購買經濟，它更容易被引導和操縱。

where I'm choosing to buy a good.

在那裡我'選擇買一個好。

So why are we checking our phones 150 times a day?

那麼，為什麼我們每天要看150次手機呢？

Why is this so compelling?

為什麼會如此引人注目？

Well, it's because at any given moment in life when I'm left with the discomfort of

好吧，這是因為在生活中的任何時刻，當我離開與不適的

being with myself or if reality gets just a little bit boring for just a moment, if

和自己在一起，或者如果現實變得只是有點無聊，只是片刻，如果。

you have just a break, you walk into a cafe and there's a line before you order, what

你有隻是一個休息，你走進一家咖啡館，並有'的線之前，你訂購，什麼？

do we do?

到我們做的？

Why do we pull out our phones in that moment?

為什麼我們會在那一刻掏出手機？

In a world where this increasingly gives you access to anything that you want at any given

在這個世界上，越來越多的人可以在任何時候獲得你想要的任何東西。

moment or the ability to get back to those ten emails or the ability to watch that video

瞬間或回到那十封郵件的能力或觀看視頻的能力。

you've been meaning to watch, why would you not turn to your phone in that free moment?

你'一直想看，為什麼不在那個空閒的時刻打開手機呢？

So we have to reckon with a world in which next door to my current moment to moment experience

所以，我們必須考慮到一個世界，在這個世界裡，隔壁的我現在時刻都在經歷著。

of reality there's this immediately sweeter better choice.

的現實有'的這個立即甜更好的選擇。

And if that's true for every human being walking around, we just put a better choice on life's

如果每一個走在路上的人都是這樣的話，我們只是把一個更好的選擇放在了生活中'。

menu in your pocket that at any moment you could switch to, suddenly the world is going

兜裡的菜單，隨時可以切換到，突然間，世界就變得

to look a lot like it does today, where everyone is down in their phones.

到看起來很像今天，大家都在低頭玩手機。

And the point isn't that suddenly we're distracted or something like that.

而重點不是'突然間我們'分心了之類的事情。

We really have to get intimate with why is this happening?

我們真的要親近一下為什麼會這樣？

And the reason it's happening is because it's more compelling than simply being with the

而之所以會發生這樣的事情，是因為它比單純的與之在一起更有說服力。

discomfort of reality as it is, which is going to force us to ask some really deep questions

現實的不舒服，這將迫使我們問一些真正的深層問題。

with ourselves of: if we were to not live that way, if we were to live not looking at

如果我們不這樣生活，如果我們不看著自己的身體而生活，如果我們不看著自己的身體而生活。

our phone in a free moment in time, would we be willing to deal with sometimes being

我們的手機在空閒的時候，我們是否願意面對有時被人。

a little bit uncomfortable or being a little bit bored?

有點不舒服還是有點無聊？

And when we make that choice we don't just make that alone because imagine that person

當我們做出這個選擇的時候，我們不只是單獨做出這個選擇，因為想象一下那個人

who meditates in the morning and suddenly says, "I'm not going to look at my phone today,"

誰在早上打坐，突然說，"我'今天不看手機了"。

and so they land in that line in the cafe and they don't look at their phone and they're

所以他們降落在該行在咖啡館 他們不看他們的手機，他們'。

kind of looking around smiling but suddenly everyone around them is still on their phone.

樣微笑地看著周圍，但突然周圍的人都還在用手機。

And what we realize is that it's sort of like a weekend isn't just for us, it's about being

我們意識到，這就像一個週末不只是為我們，它是關於是

at a weekend together.

在週末一起。

If we don't look at our phone we don't just want to not look at our phone by ourselves,

如果我們不看手機，我們不僅僅是想自己不看手機。

we'd want to actually be able to connect together.

我們'會希望真正能夠連接在一起。

And when we're connecting with other people it makes reality as sweet actually as the

而當我們'與其他人聯繫起來的時候，它使現實中的甜美實際上作為

things that our phone provides.

的東西，我們的手機提供。

Because the whole point is when you're in connection with someone else, that actually

因為整點是當你和別人有聯繫的時候，那實際上是

is more compelling than being with our phones.

是比和我們的手機在一起更有說服力。

But when you're just by yourself sorting for 'what's going to be the most stimulating or

但當你'只是自己一個人在為'什麼&39;進行排序時，最能刺激或

productive or entertaining way for me to be right now?', often times our phone we will

生產性或娛樂性的方式，我現在嗎？'，往往我們的手機我們將

beat out other choices that are appearing before us.

打敗了出現在我們面前的其他選擇。

And it's only when we are with other people and we’re in connection or conversation

只有當我們和其他人在一起的時候，我們才會有聯繫或對話。

with someone else that that actually is better than often these individual choices we can

與別人相比，這實際上是更好的往往這些個人的選擇，我們可以。

get on a phone—because we actually do desire connection more than that.

因為我們其實更渴望連接。