Okay, so how exactly do we create this

好的, 我們究竟如何創造出這

world-shattering, if you will, innovation?

震憾世界的

Now, I want to tell you a quick story.

創新呢? 我想先來說個小故事.

We'll go back a little more than a year.

我們回到一年多以前.

In fact, the date -- I'm curious to know

事實上 這日期 -- 我很好奇想知道

if any of you know what happened on this momentous date?

你們有沒有人記得這個重大日期發生了什麼事?

It was February 3rd, 2008.

這天是２月３號 2008年

Anyone remember what happened,

有人記得發生了什麼事,

February 3rd, 2008?

２月３號 2008那年?

Super Bowl. I heard it over here. It was the date of the Super Bowl.

美國超級盃. 我有聽到. 對是超級盃的日子.

And the reason that this date was so momentous

這個日子之所以重大

is that what my colleagues, John King

是因為我的同事 約翰．金恩

and Halee Fischer-Wright, and I noticed

海莉．費雪萊特 跟我注意到

as we began to debrief various Super Bowl parties,

當我們開始問起幾個不同超級盃聚會的事,

is that it seemed to us

好像是

that across the United States,

橫跨整個美國,

if you will, tribal councils had convened.

你想, 所有部落的首領都已經聚集.

And they had discussed things of great national importance.

他們討論了舉國關注的事情.

Like, "Do we like the Budweiser commercial?"

像是 "我們喜歡百威啤酒的廣告嗎?"

and, "Do we like the nachos?" and, "Who is going to win?"

還有 "墨西哥玉米片好吃嗎?" 跟 "那隊會贏?"

But they also talked about which candidate they were going to support.

他們還談到即將要支持那個總統人選.

And if you go back in time to February 3rd,

如果你回到２月３號那個時間點,

it looked like Hilary Clinton was going to get the Democratic nomination.

看起來好像希拉蕊將要得到民主黨的提名.

And there were even some polls that were saying she was going to go all the way.

而且有些民調顯示她將會得到角逐的機會.

But when we talked to people,

但是當我們跟人談到這事,

it appeared that a funnel effect had happened

好像逆轉效應已經發生

in these tribes all across the United States.

而且遍及到全美各地的所有部落.

Now what is a tribe? A tribe is a group of

那什麼是部落呢? 部落是一群

about 20 -- so kind of more than a team --

大約20人 -- 像是比團隊還大一點 --

20 to about 150 people.

20 到 150 人不等.

And it's within these tribes that all of our work gets done.

我們所有的工作都在這些部落裡面完成.

But not just work. It's within these tribes

但不只是工作. 在這些部落裡面

that societies get built,

社群得以創建,

that important things happen.

重要的事情才能發生.

And so as we surveyed the, if you will, representatives

當我們去調查, 這些代表

from various tribal councils that met,

不同部落來參與聚會的人,

also known as Super Bowl parties,

這些所謂的超級盃聚會,

we sent the following email off to 40 newspaper editors the following day.

隔天我們送電子郵件出去給40位報紙的編輯.

February 4th, we posted it on our website. This was before Super Tuesday.

二月４號, 我們公佈在網站上. 在超級星期二之前.

We said, "The tribes that we're in

我們己經說, "我們所在的這些部落裡

are saying it's going to be Obama."

正在傳說將會是歐巴馬."

Now, the reason we knew that

我們之所以知道這個

was because we spent the previous 10 years

是因為我們已經花了10年

studying tribes, studying these naturally occurring groups.

研究部落, 研究這些自然發生的團體們.

All of you are members of tribes.

你們現場所有人都是部落的成員.

In walking around at the break,

中場休息時你們會到處走動

many of you had met members of your tribe. And you were talking to them.

你們已經見過部落裡的其他成員. 你們會彼此交談.

And many of you were doing what great, if you will, tribal leaders do,

你們做的事是優秀的部落領導者也會做的,

which is to find someone

那就是找到某人

who is a member of a tribe,

某個部落的成員,

and to find someone else who is another member of a different tribe,

然後找到另一個不同部落的成員,

and make introductions.

彼此做介紹.

That is in fact what great tribal leaders do.

這就是一個優秀部落領導者會做的事.

So here is the bottom line.

所以主要重點是.

If you focus in on a group like this --

假如你把聚焦在像這樣的一個團體 --

this happens to be a USC game --

這是一場終極格鬥錦標賽的場地 --

and you zoom in with one of those super satellite cameras

你從超級的人造衛星攝影機上把鏡頭拉近,

and do magnification factors so you could see individual people,

放大到你可以看到個人的影像,

you would in fact see not a single crowd,

事實上你看不到個別的群眾,

just like there is not a single crowd here,

就好像沒有個別群眾在這裡,

but you would see these tribes that are then coming together.

你會看到部落聚集在一起.

And from a distance it appears that it's a single group.

從遠處看起來會像是單一團體.

And so people form tribes.

所以人們形成部落.

They always have. They always will.

過去如此. 未來也將是如此.

Just as fish swim and birds fly,

就像是魚會游泳, 鳥會飛翔,

people form tribes. It's just what we do.

人形成部落. 這是我們習以為常的.

But here's the rub.

不過這只是表層.

Not all tribes are the same,

並不是所有部落都一樣.

and what makes the difference is the culture.

其中的差異就在文化.

Now here is the net out of this.

這就是根本的所在.

You're all a member of tribes.

你們所有人都是部落的成員.

If you can find a way to take the tribes that you're in

假使你可以找到一個辦法把你所在的部落

and nudge them forward,

推動向前,

along these tribal stages

通過這些部落階段

to what we call Stage Five, which is the top of the mountain.

到我們稱為「階段五」就是山頂.

But we're going to start with what we call Stage One.

但是我們先從「階段一」開始.

Now, this is the lowest of the stages.

這是最底層的階段.

You don't want this. Okay?

幫個忙, 你不會想要這個.

This is a bit of a difficult image to put up on the screen.

這畫面要放出來有點困難.

But it's one that I think we need to learn from.

但是我想我們需要從這裡學習.

Stage One produces people

「階段一」製造出

who do horrible things.

作可怕事情的人.

This is the kid who shot up Virginia Tech.

這是在維吉尼亞理工持槍殺人的那小孩.

Stage One is a group where people

「階段一」是一群人

systematically sever relationships from functional tribes,

形成的部落只為滿足基本生存功能,

and then pool together

而聚集在一起的人

with people who think like they do.

都是跟他們有同樣想法的.

Stage One is literally the culture of gangs

照字意說「階段一」就是幫派的文化

and it is the culture of prisons.

是囚犯的文化.

Now, again, we don't often deal with Stage One.

還好現在我們不會常遇到「階段一」.

And I want to make the point

不過我要強調一個重點

that as members of society, we need to.

身為社會群體的一員, 我們需要去.

It's not enough to simply write people off.

不只是去消弭這些處於底層的人.

But let's move on to Stage Two.

不過讓我們先來談「階段二」.

Now, Stage One, you'll notice, says, in effect, "Life Sucks."

你會注意到「階段一」的人常說 "生活糟透了"

So, this other book that Steve mentioned,

史提夫 提到的另一本書,

that just came out, called "The Three Laws of Performance,"

才剛出版 叫 "績效三大定律"

my colleague, Steve Zaffron and I,

我的同事 史提夫．塞隆 跟我,

argue that as people see the world, so they behave.

思辯到: 人的行為取決於他怎麼看這世界.

Well, if people see the world in such a way that life sucks,

如果有人看這個世界是爛透了的生活,

then their behavior will follow automatically from that.

那他的行為就會自動的從那點出發.

It will be despairing hostility.

那將會是絶望而忿恨的生活.

They'll do whatever it takes to survive,

他們會為了生存什麼事都做得出來,

even if that means undermining other people.

甚至不惜傷害別人.

Now, my birthday is coming up shortly,

再過不久就是我的生日,

and my driver's license expires.

那我的駕照也快到期了.

And the reason that that's relevant is that very soon

這之所以有關連是因為很快的

I will be walking into what we call

我就要走進到我們所謂的

a Stage Two tribe,

「階段二」部落.

which looks like this.

看起來像這個樣子.

(Laughter)

(笑聲)

Now, am I saying that in every Department of Motor Vehicles

我現在指的是在各地的監理所

across the land, you find a Stage Two culture?

你都可以找到「階段二」文化嗎?

No. But in the one near me,

不是的. 只是這家離我比較近,

where I have to go in just a few days,

再過幾天我就要去報到的,

what I will say when I'm standing in line is,

在大排長龍等待的時候我想說,

"How can people be so dumb, and yet live?"

"像這樣笨的人們怎麼有辦法還活著?"

(Laughter)

(笑聲)

Now, am I saying that there are dumb people working here?

我是說在那裡工作的人是笨蛋嗎?

Actually, no, I'm not.

實際上, 我不是那個意思.

But I'm saying the culture makes people dumb.

我是指文化讓人變笨了.

So in a Stage Two culture --

所以在「階段二」文化 --

and we find these in all sorts of different places --

我們可以在很多不同的地方發現 --

you find them, in fact, in the best organizations in the world.

你甚至會在全世界最好的組織裡也找到.

You find them in all places in society.

在社會的群體裡到處都可以找到.

I've come across them at the organizations

以往我遍尋這些為人們所津津樂道

that everybody raves about as being best in class.

的這些最好的組織.

But here is the point. If you believe and you say

但這有個重點. 假使你相信而且你跟

to people in your tribe, in effect,

你部落裡的人說,

"My life sucks.

"我的生活糟透了.

I mean, if I got to go to TEDx USC

我是說我一定要去參加 TEDx USC

my life wouldn't suck. But I don't. So it does."

我的生活才不會太糟, 可是我沒去. 所以 XD"

If that's how you talked, imagine what kind of work would get done.

如果那是你講話的方式, 可想你做事的結果如何.

What kind of innovation would get done?

你能成就怎麼樣的創新呢?

The amount of world-changing behavior that would happen?

多少改變世界的行為會發生呢?

In fact it would be basically nil.

應該會是零分吧.

Now when we go on to Stage Three: this is the one

讓我們進到「階段三」: 這個是

that hits closest to home for many of us.

我們大多數人最接近的.

Because it is in Stage Three that many of us move.

因為在「階段三」裡我們大多數人到達後.

And we park. And we stay.

就停下來. 而且留住了.

Stage Three says, "I'm great. And you're not."

「階段三」的口頭禪是 "我很優秀 你們不行."

(Laughter)

(笑聲)

I'm great and you're not.

我很優秀 你們不行.

Now imagine having a whole room of people

想像一下一整個房間的人

saying, in effect, "I'm great and you're not."

一起說 "我很優秀 你們不行"

Or, "I'm going to find some way to compete with you

或是 "我要想個辦法跟你競爭

and come out on top as a result of that."

一定要分出高下才行."

A whole group of people communicating that way, talking that way.

一整群的人用這種方式說話跟溝通.

I know this sounds like a joke. Three doctors walk into a bar.

我知道這聽起來像個笑話. 三個醫生走進酒吧裡

But, in this case, three doctors walk into an elevator.

不過這次三個醫生走進一部電梯裡.

I happened to be in the elevator collecting data for this book.

我剛好在那部電梯裡蒐集這本書的資料.

And one doctor said to the others, "Did you see my article

第一個醫生說, "你看過我那篇文章嗎?

in the New England Journal of Medicine?"

登在新英格蘭醫學期刊上那篇?

And the other said, "No. That's great. Congratulations!"

第二個醫生說 "沒看過, 不過那很棒, 恭喜!"

The next one got kind of a wry smile on his face and said,

然後他臉上帶著詭異的笑容說,

"Well while you were, you know, doing your research," --

"當你在做你的研究的時候,"

notice the condescending tone --

注意到他不屑的聲調 --

"While you were off doing your research, I was off doing more surgeries

"當你在做研究的時候, 我多做了手術

than anyone else in the department of surgery at this institution."

數量超過我們部門其他所有的人."

And the third one got the same wry smile and said,

然後第三個醫生也是皮笑肉不笑地說,

"Well, while you were off doing your research,

"當你在做你的研究時,

and you were off doing your monkey meatball surgery,

然後你在做你的猴子肉丸手術時,

that eventually we'll train monkeys to do,

我們遲早會訓練猴子來做,

or cells or robots, or maybe not even need to do it at all,

或手機或是機器人, 也許以後完全不用動手術,

I was off running the future of the residency program,

我在執行未來的住宅計劃

which is really the future of medicine."

那才是醫學的真正未來."

And they all kind of laughed and they patted him on the back.

然後他們全笑著, 在他背後作出拜他的姿勢.

And the elevator door opened, and they all walked out.

接著電梯門開了. 他們就鳥獸散了.

That is a meeting of a Stage Three tribe.

這是「階段三」部落的會面方式.

Now, we find these in places

這種對話到處都是

where really smart, successful people show up.

參與其中的不乏聰明成功的人.

Like, oh, I don't know, TEDx USC.

就像, 哦 我不曉得, TEDx USC.

(Laughter)

(笑聲)

Here is the greatest challenge we face in innovation.

在創新上我們面臨的最大挑戰是.

It is moving from Stage Three

是從「階段三」進到

to Stage Four.

「階段四」.

Let's take a look at a quick video snippet.

讓我們來看一下這段影片.

This is from a company called Zappos, located outside Las Vegas.

這是一家叫做 Zappos 的公司, 位於拉斯維加斯外.

And my question on the other side is just going to be,

我想問的問題是,

"What do you think they value?"

"你認為他們所看重的價值是什麼?"

It was not Christmas time. There was a Christmas tree.

這不是聖誕節的時候. 但是這裡有顆聖誕樹.

This is their lobby.

這是他們的大廰.

Employees volunteer time in the advice booth.

員工們自願花時間在建言櫃台.

Notice it looks like something out of a Peanuts cartoon.

注意到這個看起來像是從史努比卡通出來的東西.

Okay, we're going through the hallway here at Zappos.

我們從 Zappos 的走廊穿過去.

This is a call center. Notice how it's decorated.

這是客服電話中心. 注意一下這些裝飾.

Notice people are applauding for us.

注意到這些人向我們拍手歡呼.

They don't know who we are and they don't care. And if they did

他們不認識我們而且也不在意. 如果他們認識我們

they probably wouldn't applaud.

那他們可能就不會拍手了.

But you'll notice the level of excitement.

但是你注意到興奮的程度.

Notice, again, how they decorate their office.

再注意一下他們是如何裝飾辦公室的.

Now, what's important to people at Zappos,

對 Zappos 裡的人來說最重要的是,

these may not be the things that are important to you.

這些可能對你來說不重要.

But they value things like fun. And they value creativity.

但是他們對"好玩"這件事很看重. 還有創新力.

One of their stated values is, "Be a little bit weird."

他們的信條裡有一條是 "有一點點的詭異."

And you'll notice they are a little bit weird.

你注意到他們真是有點詭異.

So when individuals come together

所以當幾個人聚在一起

and find something that unites them

找到可以結合他們的一些東西

that's greater than their individual competence,

這比他們個別的能力還棒,

then something very important happens.

然後非常重要的事發生了.

The group gels. And it changes

這團體粘住. 然後改變了

from a group of highly motivated

從一個具有高度動機

but fairly individually-centric people

但還是以個人為中心的團體,

into something larger,

變成比較大的東西,

into a tribe that becomes aware of its own existence.

變成一個能覺察自身存在的部落.

Stage Four tribes can do remarkable things.

「階段四」的部落能做出驚人之舉.

But you'll notice we're not at the top of the mountain yet.

你有注意到那還沒到達山頂呢.

There is, in fact, another stage.

事實上, 有這另一個階段.

Now, some of you may not recognize the scene that's up here.

你們可能認不出來這張相片的拍攝地點.

And if you take a look at the headline of Stage Five, which is "Life is Great,"

請看一下投影片上「階段五」的標題, "生命很讚,"

this may seem a little incongruous.

這也許看起來有點不協調.

This is a scene or snippet

這個地方

from the Truth and Reconciliation process in South Africa

在南非 「真相與和解處理中心」

for which Desmond Tutu won the Nobel Prize.

是 圖圖大主教 贏得諾貝爾奬的地方.

Now think about that. South Africa,

現在請各位想一下, 南非,

terrible atrocities had happened in the society.

社會到處充斥著可怕的暴力.

And people came together

可是人們卻聚在一起

focused only on those two values: truth and reconciliation.

只專注在兩個價值上: 真相與和解.

There was no road map. No one had ever done

沒有預定的計劃. 沒人之前曾經

anything like this before.

做過類似的事.

And in this atmosphere, where the only guidance

在這個氛圍中唯一的指導方針

was people's values and their noble cause,

是人們的價值觀, 與他們的崇高情操,

what this group accomplished was historic.

這個團體所完成的事是有歷史意義的.

And people, at the time, feared that South Africa

在那個時候人們很害怕南非

would end up going the way that Rwanda has gone,

會步入盧安達的後塵.

descending into one skirmish after another

在一場場的戰事中沉淪下去

in a civil war that seems to have no end.

這內戰看樣子沒有終點.

In fact, South Africa has not gone down that road.

事實上南非到後來沒有走入絶路.

Largely because people like Desmond Tutu