for the typographically hysterical amongst us.

哈囉。這 "Hello" 是 Bauer Bodoni 字體

One of the threads that seems to have come through

這裡有人對字體設計有興趣。

loud and clear in the last couple of days

近日來呈現出一項

is this need to reconcile what the Big wants --

清楚明白的訊息，就是：

the "Big" being the organization, the system, the country --

如何調和｢大的｣想要的 －

and what the "Small" wants -- the individual, the person.

｢大的｣是指組織、系統、國家 －

And how do you bring those two things together?

和｢小的｣想要的 － 個人、自己。

Charlie Ledbetter, yesterday, I thought, talked very articulately

及如何把這兩件事結合一起？

about this need to bring consumers, to bring people

Charlie Ledbetter 昨天說得很清楚

into the process of creating things.

有需要把消費者、大眾

And that's what I want to talk about today.

帶進創造事物的過程。

So, bringing together the Small to help facilitate and create the Big,

這也是今天我要談的。

I think, is something that we believe in -- something I believe in,

因此，一起帶｢小｣以促成及創造｢大｣，

and something that we kind of bring to life

我認為，是我們的信念 － 我的信念，

through what we do at Ideo.

也是我們經由 Ideo 的工作

I call this first chapter -- for the Brits in the room --

所要達成的。

the "Blinding Glimpse of the Bleeding Obvious."

我為英國聽眾把第一章叫做 －

Often, the good ideas are so staring-at-you-right-in-the-face

明顯流血卻視而不見

that you kind of miss them. And I think, a lot of times,

往往好的構想近在眼前，

what we do is just, sort of, hold the mirror up to our clients, and sort of go,

你卻錯失了它。我認為，我們常常

"Duh! You know, look what's really going on."

只是拿鏡子對著客戶，說：

And rather than talk about it in the theory,

｢嗯！你看是怎麼回事。｣

I think I'm just going to show you an example.

而不是和他談事理，

We were asked by a large healthcare system in Minnesota

我來讓你看個例子。

to describe to them what their patient experience was.

有個在明尼蘇達的大型醫療機構找我們，

And I think they were expecting --

要我們告訴它：他們病患的體驗是什麼。

they'd worked with lots of consultants before --

我猜，他們預期的是 －

I think they were expecting some kind of hideous org chart

他們曾和多家設計公司合作過 －

with thousands of bubbles and systemic this, that and the other,

他們預期的是一些討厭的組織圖表

and all kinds of mappy stuff.

成千的泡圈及系統的這個、那個、等等，

Or even worse, some kind of ghastly death-by-Powerpoint thing

及各種的圖示化資料。

with WowCharts and all kinds of, you know, God knows, whatever.

甚至是某種嚇人的 Powerpoint 幻燈片

The first thing we actually shared with them was this.

包含 WowChart 等各種鬼東西。

I'll play this until your eyeballs completely dissolve.

我們提報的第一件事是這樣的。

This is 59 seconds into the film.

我要播放它直到你眼珠子跳出來。

This is a minute 59.

這是影片的第 59 秒。

3:19.

這是 1 分 59 秒。

I think something happens. I think a head may appear in a second.

3 分 19 秒。

5:10.

事情要發生了。很快可能會有頭出現。

5:58.

5 分 10 秒。

6:20.

5 分 58 秒。

We showed them the whole cut,

6 分 20 秒。

and they were all completely, what is this?

我們播整個帶子給他們看。

And the point is when you lie in a hospital bed all day,

他們全都問：這是什麼？

all you do is look at the roof, and it's a really shitty experience.

問題是，當你在醫院裡臥床一整天，

And just putting yourself in the position of the patient --

你能看的只是天花板，這真是惱人的經驗。

this is Christian, who works with us at Ideo.

只要把你自己當成病人，

He just lay in the hospital bed,

這是 Christian，我們的 Ideo 同事。

and, kind of, stared at the polystyrene ceiling tiles

他躺在病床上，

for a really long time.

就這樣瞪著聚苯乙烯天花板

That's what it's like to be a patient in the hospital.

很長一段時間。

And they were sort, you know, blinding glimpse of bleeding obvious.

醫院病人可能就是這樣。

Oh, my goodness. So, looking at the situation

而他們卻有若視而不見。

from the point of view of the person out --

天哪。看看這個情況

as opposed to the traditional position of the organization in --

從當事人的角度看 －

was, for these guys, quite a revelation.

而不是由組織的傳統角度看 －

And so, that was a really catalytic thing for them.

這對他們有很大的啟發。

So they snapped into action.

對他們有催化作用。

They said, OK, it's not about systemic change.

因此，他們採取了行動。

It's not about huge, ridiculous things that we need to do.

他們說：好，不是關於系統的改變。

It's about tiny things that can make a huge amount of difference.

要做的不是巨大、荒謬的事。

So we started with them prototyping some really little things

是能造成巨大不同的細小的事

that we could do to have a huge amount of impact.

因此，我們開始為他們設計些細小的事。

The first thing we did was we took a little bicycle mirror

做了能帶來巨大的衝擊的事。

and we Band-Aided it here, onto a gurney, a hospital trolley,

首先，我們帶來一個腳踏車後照鏡。

so that when you were wheeled around by a nurse or by a doctor,

將它綁在醫院推床上，

you could actually have a conversation with them.

因此當你由護士或醫師推著走時，

You could, kind of, see them in your rear-view mirror,

你實際上可以和他們說話。

so it created a tiny human interaction.

你可以在後照鏡中看見他們，

Very small example of something that they could do.

而創造一個小型的人際互動。

Interestingly, the nurses themselves, sort of, snapped into action --

這是他們能做的小例子。

said, OK, we embrace this. What can we do?

有趣的事，護士們都採取了行動 －

The first thing they do is they decorated the ceiling.

說：好，我們喜歡它。我們該怎麼做？

Which I thought was really -- I showed this to my mother recently.

首先，他們裝飾了天花板。

I think my mother now thinks that I'm some sort of interior decorator.

這我認為很 － 最近我把它秀給我媽看。

It's what I do for a living, sort of Laurence Llewelyn-Bowen.

我媽現在以為我是室內設計師。

Not particularly the world's best design solution

是我謀生的職業，就像 Laurence Llewelyn-Bowen

for those of us who are real, sort of, hard-core designers,

雖不是世界上最好的設計解答，

but nonetheless, a fabulous empathic solution for people.

對正牌設計師而言。

Things that they started doing themselves --

但卻是對人們有神效的強力解答。

like changing the floor going into the patient's room

他們開始自己做的事有 －

so that it signified, "This is my room. This is my personal space" --

如：改變病房內的地板

was a really interesting sort of design solution to the problem.

它意味著：「這是我房間。我的個人空間，」－

So you went from public space to private space.

是個對問題很有趣的解答。

And another idea, again, that came from one of the nurses -- which I love --

因而你從公共空間走入私人空間。

was they took traditional, sort of, corporate white boards,

另一個構想也來自護士 － 我很喜歡它 －

then they put them on one wall of the patient's room,

他們把傳統的公司用白板，

and they put this sticker there.

掛在病房牆上，

So that what you could actually do was go into the room

貼上使用說明。

and write messages to the person who was sick in that room,

因此你能實際進到房間

which was lovely.

留言給房裡的病人，

So, tiny, tiny, tiny solutions that made a huge amount of impact.

真是貼心。

I thought that was a really, really nice example.

因此，小小的解答達到了巨大的衝擊。

So this is not particularly a new idea,

我認為那真真正正是個好例子。

kind of, seeing opportunities in things that are around you

所以這不是特別的新想法，

and snapping and turning them into a solution.

只是有如在你四周找機會

It's a history of invention based around this.

抓住它，並為它找到解答。

I'm going to read this because I want to get these names right.

這就是基於這個原理的發明史。

Joan Ganz Cooney saw her daughter -- came down on a Saturday morning,

我想唸一下，因為我要把名字唸對。

saw her daughter watching the test card,

Joan Ganz Cooney 看到她女兒 － 某個星期六早上，

waiting for programs to come on one morning

看到她女兒在看考試卡，

and from that came Sesame Street.

一邊在等著節目開始

Malcolm McLean was moving from one country to another

因而創造了芝麻街節目。

and was wondering why it took these guys so long

Malcolm McLean 從一國到另一國

to get the boxes onto the ship.

不解何以要那麼久

And he invented the shipping container.

才能把箱子搬上船。

George de Mestral -- this is not bugs all over a Birkenstock --

因而發明了船運貨櫃

was walking his dog in a field and got covered in burrs,

George de Mestral － 這不是蟲爬在勃肯鞋上 －

sort of little prickly things, and from that came Velcro.

在原野蹓狗而沾滿了毛刺，

And finally, for the Brits, Percy Shaw -- this is a big British invention --

有細刺的東西，因而發明了魔鬼沾

saw the cat's eyes at the side of the road,

最後，英國人 Percy Shaw － 偉大的英國發明 －

when he was driving home one night and from that came the Catseye.

當他晚上開車回家，

So there's a whole series of just using your eyes,

看到路邊的貓眼睛，而發明了貓眼反光器。

seeing things for the first time, seeing things afresh

因此，有一大系列，只要用你的眼睛，

and using them as an opportunity to create new possibilities.

以新鮮眼光看事情

Second one, without sounding overly Zen,

以此為機會來創造新的可能。

and this is a quote from the Buddha:

其次，不必講得太玄，

"Finding yourself in the margins, looking to the edges of things,

這是佛陀的話：

is often a really interesting place to start."

｢處在邊緣，觀看事物周邊，

Blinkered vision tends to produce, I think, blinkered solutions.

往往是有趣的起點。｣

So, looking wide, using your peripheral vision,

遮罩的視線將產生遮罩的解答。

is a really interesting place to look for opportunity.

因此，看廣、使用周邊視覺，

Again, another medical example here.

是找機會的有趣地方。

We were asked by a device producer --

再一次，另一個醫療例子。

we did the Palm Pilot and the Treo.

有個設備商找我們 －

We did a lot of sexy tech at Ideo --

我們設計了 Palm Pilot 和 Treo。

they'd seen this and they wanted a sexy piece of technology

在 Ideo 我們設計很多性感科技品 －

for medical diagnostics.

他們看了，也想要把性感科技

This was a device that a nurse uses

用在醫療診斷。

when they're doing a spinal procedure in hospital.

這是護士用的設備

They'll ask the nurses to input data.

用在醫院的脊椎程序上。

And they had this vision of the nurse, kind of, clicking away

他們要護士輸入資料。

on this aluminum device

他們期待看到護士不停按著

and it all being incredibly, sort of, gadget-lustish.

這個鋁殼設備

When we actually went and watched this procedure taking place --

充滿令人難以置信的，科技玩意感。

and I'll explain this in a second --

當我們真正去看程序的進行 －

it became very obvious that there was a human dimension to this

我等下再做說明 －

that they really weren't recognizing.

很明顯，它有個人性面

When you're having a four-inch needle inserted into your spine --

他們沒有注意到。

which was the procedure that this device's data was about;

當有根四吋的針刺進你的脊柱 －

it was for pain management -- you're shit scared; you're freaking out.

設備的資料就是用在這個程序 －

And so the first thing that pretty much every nurse did,

那是用作疼痛管理。 你會怕得要死 － 你會恍惚不定。

was hold the patient's hand to comfort them. Human gesture --

因此幾乎每個護士都會

which made the fabulous two-handed data input completely impossible.

握著病人的手安撫他。這個人道示意 －

So, the thing that we designed, much less sexy

使兩手操作的資料輸入變成完全不可能。

but much more human and practical, was this.

因此，我們設計的東西則沒有那麼性感

So, it's not a Palm Pilot by any stretch of the imagination,

但更人性及實用，就是這個。

but it has a thumb-scroll so you can do everything with one hand.

所以，它都不是 Palm Pilot，任你如何想像。

So, again, going back to this -- the idea that a tiny human gesture

但它有個姆指輪，你能單手操作。

dictated the design of this product.

再回到主題 － 微小的人道示意的觀念

And I think that's really, really important.

取決了這個產品的設計。

So, again, this idea of workarounds.

我認為那是非常、非常重要的。

We use this phrase "workarounds" a lot,

因此再一次，這個邊做邊看的想法。

sort of, looking around us. I was actually looking around the TED

我們很常用「邊做邊看」，

and just watching all of these kind of things happen

四處看看。我實際上是裡裡外外看 TED

while I've been here.

我來到這裡，看到

This idea of the way that people cobble together solutions in our life --

所有這類事情在發生。

and the things we kind of do in our environment

人們在生活中組合解答 －

that are somewhat subconscious but have huge potential --

就是，我們在環境中做的事

is something that we look at a lot.

無意識地做卻有巨大潛能 －

We wrote a book recently, I think you might have received it,

這就是我們看上的觀念。

called "Thoughtless Acts?"

最近我們寫了一本書，也許你有收到，

It's been all about these kind of thoughtless things that people do,

叫做｢無意識行為。｣

which have huge intention and huge opportunity.

是關於人們無意識下做的事，

Why do we all follow the line in the street?

有著巨大的意向和機會。

This is a picture in a Japanese subway.

我們為何跟著街上的線走？

People consciously follow things even though, why, we don't know.

這是在日本的地鐵站。

Why do we line up the square milk carton with the square fence?

人們特意跟著做，即使不知為何要這樣。

Because we kind of have to -- we're just compelled to.

為何我們把方形奶盒對正方形欄杆？

We don't know why, but we do.

因為我們好像要 － 不得不如此。

Why do we wrap the teabag string around the cup handle?

我們不知為何，就是做。

Again, we're sort of using the world around us

為何我們繞茶包線在杯柄？

to create our own design solutions.

再度，我們只是應用周遭世界

And we're always saying to our clients: "You should look at this stuff.

來創造自己的設計解答。

This stuff is really important. This stuff is really vital."

我們總是告訴客戶：｢你要注意這些東西。

This is people designing their own experiences.

它很重要。它很有活力。｣

You can draw from this.

這是人們設計自己的體驗。

We sort of assume that because there's a pole in the street,

你們可以從這裡學到。

that it's okay to use it, so we park our shopping cart there.

我們假設：因為街上有柱子，

It's there for our use, on some level.

可以用，所以停靠購物車在那裡。

So, again, we sort of co-opt our environment

它在那裡，供我們使用。

to do all these different things.

再度，我們援用環境

We co-opt other experiences --

來做這些不同的事。

we take one item and transfer it to another.

我們援用其他經驗 －

And this is my favorite one. My mother used to say to me,

取一項轉用到另一項。

"Just because your sister jumps in the lake doesn't mean you have to."

這是我的最愛。我媽曾告訴我，

But, of course, we all do. We all follow each other every day.

｢因為你姐姐跳進湖裡，不代表你也要跳。｣

So somebody assumes

但我們都做了。我們都每天彼此跟從。

that because somebody else has done something,

因此有人假設

that's permission for them to do the same thing.

因為有人做了某事，

And there's almost this sort of semaphore around us all the time.

即表示他們也可做相同的事。

I mean, shopping bag equals "parking meter out of order."

這種信號似乎隨時到處都有。

And we all, kind of, know how to read these signals now.

就是：塑膠袋 = ｢停車錶壞了。｣

We all talk to one another in this highly visual way

現在我們都會讀這類信號了。

without realizing what we're doing.

我們都以這種高度的視覺方式告知彼此

Third section is this idea of not knowing,

而不自覺做了什麼。

of consciously putting yourself backwards.

第三部分是｢不知｣的觀念，

I talk about unthinking situations all the time.

是特意把自己推回去。

Sort of having beginner's mind, scraping your mind clean

我一直在談｢不思｣的情況

and looking at things afresh.

回到初次的心態，把心思刮淨

A friend of mine was a designer at IKEA,

以新鮮感看事物。

and he was asked by his boss

我有個朋友是 IKEA 的設計師，

to help design a storage system for children.

老闆請他

This is the Billy bookcase -- it's IKEA's biggest selling product.

幫忙設計兒童用貯藏家具。

Hammer it together. Hammer it together with a shoe, if you're me,

這是比利書櫃 － IKEA 最暢銷的產品。

because they're impossible to assemble.

自己組合。用鞋子敲打組合，如果你是我，

But big selling bookcase. How do we replicate this for children?

因為很難組合。

The reality is when you actually watch children,

但卻很暢銷。如何為兒童複製一個？

children don't think about things like storage in linear terms.

真相是，當你實際去看兒童，

Children assume permission in a very different way.

兒童不是直線式地考慮收藏。

Children live on things. They live under things.

兒童以很不同的方式看可能性。

They live around things,

他們跳上物品。他們爬到物品下。

and so their spatial awareness relationship,

他們環繞物品，

and their thinking around storage is totally different.

因此他們的空間關係，

So the first thing you have to do -- this is Graham, the designer --

及他們對收藏的想法完全不同

is, sort of, put yourself in their shoes. And so, here he is

因此，首先你要 － 這是 Graham 設計師 －

sitting under the table.

就像，進入他們的立場。因此他就

So, what came out of this?

坐在桌下。

This is the storage system that he designed.