because until a couple of years ago,

我可以肯定倘若從冰島到來現在是比較方便的，

people knew hardly anything about us,

因為，直到幾年之前，

and I could basically come out here

幾乎沒有人知道任何關於我們的事情,

and say only good things about us.

我來到這裡，基本上

But in the last couple of years

只說對我們好的東西。

we've become infamous for a couple of things.

但在過去數年

First, of course, the economic meltdown.

我們發生了一連串臭名昭著的事情。

It actually got so bad

首先，當然是經濟崩潰。

that somebody put our country up for sale on eBay.

它實在糟得

(Laughter)

以至有人把我們的國家註冊在eBay上出售。

Ninety-nine pence was the starting price

（笑聲）

and no reserve.

99便士是起拍價

Then there was the volcano

沒有保留.

that interrupted the travel plans

然後有火山爆發

of almost all of you and many of your friends,

打斷了你的旅行

including President Obama.

和朋友所計劃的一切

By the way, the pronunciation

包括美國總統奧巴馬。

is "Eyjafjallajokull."

順便說一下,發音的方式

None of your media got it right.

是"Eyjafjallajokull."

(Laughter)

你們的媒體沒有一個能發音正確。

But I'm not here to share these stories

（笑聲）

about these two things exactly.

但我在這裡並不是為了

I'm here to tell you the story of Audur Capital,

分享這兩個故事;

which is a financial firm founded by me

我要告訴你關於Audur Capital的故事;

and Kristin -- who you see in the picture --

一家由我和 Kristin成立的金融公司

in the spring of 2007,

--正如您在圖片中看到的--

just over a year before the economic collapse hit.

在2007 年，春天

Why would two women

於經濟崩潰前的僅僅一年多。

who were enjoying successful careers in investment banking

為什麼兩個婦女,

in the corporate sector

在投資銀行

leave to found a financial services firm?

的企業部門有成功事業

Well let it suffice to say

選擇離開公司去創立一個金融服務公司?

that we felt a bit overwhelmed

足以讓我們說:

with testosterone.

我們覺得有能力征服

And I'm not here to say

那些睪丸酮(男人).

that men are to blame for the crisis

這並非代表

and what happened in my country.

男人是金融危機

But I can surely tell you that in my country,

和我們國家發生的事情的罪魁禍首.

much like on Wall Street and the city of London and elsewhere,

但我可以肯定告訴你，在我的國家，

men were at the helm

就像在華爾街和倫敦金融城或其他地方，

of the game of the financial sector,

男人都是

and that kind of lack of diversity

金融部門的遊戲掌舵人.

and sameness

而這種缺乏多樣性

leads to disastrous problems.

和單調

(Applause)

導致災難性的問題發生.

So we decided, a bit fed-up with this world

(掌聲)

and also with the strong feeling in our stomach

所以我們決定,有點背道而馳

that this wasn't sustainable,

及我們心底也強烈的感到

to found a financial services firm

這是不可持續的,

based on our values,

對創立一個金融服務公司,

and we decided to incorporate feminine values

基於我們的價值觀.

into the world of finance.

所以我們決定把女性的價值觀

Raised quite a few eyebrows in Iceland.

融入金融的世界.

We weren't known

在冰島甚小數人贊同的.

as the typical "women" women

我們不知道

in Iceland up until then.

應否作為典型的婦女,

So it was almost like coming out of the closet

直到那時為止.

to actually talk about the fact that we were women

所以這些都是公開承認秘密

and that we believed that we had a set of values

其實談談我們是婦女的事實

and a way of doing business

而且我們相信，我們有一組價值觀

that would be more sustainable

和經營方式

than what we had experienced until then.

去令我們相比過往的經驗

And we got a great group of people to join us --

而發展得更為持續的.

principled people with great skills,

而且有一個偉大的團隊加入了我們 --

and investors with a vision

有原則以及極大的技能的人，

and values to match ours.

和具有遠見和價值觀

And together we got through the eye of the financial storm in Iceland

的投資者以配合我們。

without taking any direct losses to our equity

和我們一起通過了金融風暴

or to the funds of our clients.

我們的股票或基金的客戶在冰島

And although I want to thank

沒有任何直接損失.

the talented people of our company

雖然我要感謝

foremost for that --

我們公司的人才

and also there's a factor of luck and timing --

最重要的是--

we are absolutely convinced

也有運氣和時機的因素--

that we did this because of our values.

我們完全相信，

So let me share with you our values.

我們這樣做是因為這是我們的價值觀。

We believe in risk awareness.

因此，讓我與你分享我們的價值觀。

What does that mean?

我們相信風險意識。

We believe that you should always understand the risks that you're taking,

這是什麼意思？

and we will not invest

我們相信您始終了解你所承受的風險,

in things we don't understand.

和我們不會投資

Not a complicated thing.

於我們不了解的事情上。

But in 2007,

這並不是一個複雜的事情。

at the height of the sub-prime

不過於2007年,

and all the complicated financial structures,

它是在高度的次貸

it was quite opposite

和所有複雜的財務結構，

to the reckless risk-taking behaviors

這是截然相反的

that we saw on the market.

我們在市場看到

We also believe in straight-talking,

魯莽的冒險行為。

telling it as it is,

我們相信有話直說，

using simple language that people understand,

告訴它，它是，

telling people about the downsides

使用簡單被人瞭解的語言,

as well as the potential upsides,

告訴人們談論的缺點

and even telling the bad news that no one wants to utter,

以及潛在的不相上下，

like our lack of belief in the sustainability

甚至講沒有人願意說出的壞消息，

of the Icelandic financial sector

就像我們對於冰島的金融業務

that already we had

持續的失去信任.

months before the collapse hit us.

這已經

And, although we do work in the financial sector,

就在崩潰的幾個月前

where Excel is king,

而且，我們工作的金融部門，

we believe in emotional capital.

是以Excel為王，

And we believe

我們相信情緒資本。

that doing emotional due diligence

我們相信

is just as important

情緒和勤奮

as doing financial due diligence.

是同樣重要

It is actually people

因為做財務須要盡職。

that make money and lose money,

實際上是人們

not Excel spreadsheets.

賺錢和賠錢,

(Applause)

而不是一張Excel電子表格。

Last, but not least,

(掌聲)

we believe in profit with principles.

最後，但並非最不重要，

We care how we make our profit.

我們相信利潤與原則;

So while we want to make economic profit for ourselves and our customers,

我們關心如何賺取我們的利潤。

we are willing to do it with a long-term view,

所以當我們想為我們和我們的客戶賺取經濟利潤,

and we like to have a wider definition of profits

我們需要有長遠眼光。

than just the economic profit in the next quarter.

而且我們希望對利潤有一個更廣泛的定義

So we like to see profits,

不只是在下一季度的經濟利潤。

plus positive social

因此當我們投資,我們希望看到利潤，

and environmental benefits, when we invest.

加上積極的社會

But it wasn't just about the values,

和環境效益。

although we are convinced that they matter.

但它不只是價值，

It was also about a business opportunity.

雖然我們深信這是很重要。

It's the female trend, and it's the sustainability trend,

它也是一個商機。

that are going to create

這是女性的趨勢，它也是可持續發展的趨勢，

some of the most interesting investment opportunities

這將創建

in the years to come.

這將創造出一些最有趣的投資機會，

The whole thing about the female trend

在未來的日子。

is not about women being better than men;

關於女性的趨勢的整件事

it is actually about

不是說女人比男人更好,

women being different from men,

它實際上是

bringing different values and different ways to the table.

對婦女與男子不同的是，

So what do you get? You get better decision-making,

表現出不同的價值觀和不同的方式。

and you get less herd behavior,

所以你得到了什麼？您得到更好的決策。

and both of those things hit your bottom line

你會得到更少的從眾行為。

with very positive results.

那些東西都達到您的底線

But one has to wonder,

和帶著非常積極的成果。

now that we've had this financial sector collapse upon us in Iceland --

但是人們想知道，

and by the way, Europe looks pretty bad right now,

在冰島已經有這樣的金融機構倒閉後--

and many would say that you in America

另一方面，歐洲現在看起來非常糟糕。

are heading for some more trouble as well.

且有許多人說美國

Now that we've had all that happen,

正在同樣走向一些問題。

and we have all this data out there

我們已經發生了這種情況，

telling us that it's much better to have diversity

所有數據，

around the decision-making tables,

都告訴我們

will we see business and finance change?

作多樣性的決策是比較好的,

Will government change?

我們將看到業務和財務改變嗎？

Well I'll give you my straight talk about this.

政府是否會改變？

I have days that I believe,

我會給你我的直接談論這一點。

but I have days that I'm full of doubt.

我有相信的日子,

Have you seen the incredible urge out there

但我也有充滿疑問的一天。

to rebuild the very things that failed us?

你見過令人難以置信的衝動

(Applause)

去重建失敗的事物嗎？

Einstein said

(掌聲)

that this was the definition of insanity --

愛因斯坦說

to do the same things

瘋狂的定義是 --

over and over again,

做同樣的事

hoping for a different outcome.

一遍又一遍，

So I guess the world is insane,

希望能得出不同的結果。

because I see entirely too much

所以我猜這個世界是瘋狂的，

of doing the same things over and over again,

完全是因為我看到太多

hoping that this time it's not going to collapse upon us.

一遍又一遍的做同樣的事情，

I want to see more revolutionary thinking,

希望這一次它不會使我們崩潰。

and I remain hopeful.

我希望看到更多革命性的思想。

Like TED, I believe in people.

而我仍然抱有希望。

And I know that consumers

像 TED，我相信人。

are becoming more conscious,

我知道消費者

and they are going to start voting with their wallets,

變得更加自覺，

and they are going to change the face

他們將開始用錢包投票，

of business and finance from the outside,

他們將從外改變

if they don't do it from the inside.

商業和金融，

But I'm more of the revolutionary,

如果他們不從內部改變。

and I should be; I'm from Iceland.

但是我相比改革者

We have a long history

做得更多;因為我來自冰島。

of strong, courageous, independent women,

我們有一個歷史悠久

ever since the Viking age.

強而有力的、 勇敢的、 獨立的婦女團,

And I want to tell you when

自從維京時代起。

I first realized that women matter to the economy

我還要告訴你

and to the society,

當我第一次意識到經濟

I was seven -- it happened to be my mother's birthday --

和社會上的婦女問題。

October 24, 1975.

我當時七歲 -- 恰好是我母親的生日 --

Women in Iceland took the day off.

1975年10月24日。

From work or from home, they took the day off,

冰島的婦女放了一天假期。

and nothing worked in Iceland.

從工作或從家裡，她們都在休假，

(Laughter)

而冰島什麼都運作不了。

They marched into the center of Reykjavik,

(笑聲)

and they put women's issues onto the agenda.

他們遊行到 Reykjavik 的中心，

And some say this was the start of a global movement.

他們把婦女的問題放上了議事日程。

For me it was the start of a long journey,

有人說這是全球性的運動的一個開始。

but I decided that day to matter.

對我來說這是一個漫長旅程的開始，

Five years later,

但我決定做這一天的事。

Iceland elected Vigdis Finnbogadottir as their president --

五年之後,

first female to become head of state,

Vigdis Finnbogadottir 當選為冰島人的總統--

single mom,

成為第一位女性國家元首，

a breast cancer survivor

單身母親，

who had had one of her breasts removed.

乳癌倖存者，

And at one of the campaign sessions,

她有一邊乳房被切除。

she had one of her male contenders

並在一個會議上，

allude to the fact that she couldn't become president --

她被一位男性競爭者

she was a woman, and even half a woman.

暗示她不能成為總統;

That night she won the election,

她是個女人，甚至是半個女人。

because she came back --

那天晚上她在大選中獲勝，

not just because of his crappy behavior --

因為她回來了 --

but she came back and said,

不僅僅是因為他卑劣的行為 --

"Well, I'm actually not going to breastfeed the Icelandic nation;

但她回來，還說，

I'm going to lead it."

“嗯，我其實不打算哺乳冰島國會，

(Applause)

我要領導他們。“

So I've had incredibly many

(掌聲)

women role models

所以有許多令人難以置信的

that have influenced who I am and where I am today.

女性角色模式

But in spite of that,

從過去到今天在影響我。

I went through the first 10 or 15 years of my career

但雖然如此，

mostly in denial of being a woman.

我的第一個10年或15年

Started in corporate America,

的職業生涯是經常拒絕做女人的。

and I was absolutely convinced

從美國公司開始，

that it was just about the individual,

我是絕對相信

that women and men would have just the same opportunities.

這只是關於個人，

But I've come to conclude lately

婦女和男人會有平等的機會。

that it isn't like that.

但我來最近得出結論，

We are not the same,

它不是那樣。

and it's great. Because of our differences,

我們是不一樣的。

we create and sustain life.

而這很好 -- 因為我們的不同，

So we should embrace our difference and aim for challenge.

使我們創建和維持生命。

The final thought I want to leave with you

因此，我們應該接受自己的差異與及瞄準挑戰。

is that I'm fed up with this tyranny

最後我想留給你們的

of either/or choices in life --

是我已經受夠了這種

either it's men or it's women.

對於生活選擇非一即二的專橫 --

We need to start embracing the beauty of balance.

不管它是男人，或是婦女。

So let's move away

我們需要開始擁抱平衡之美。

from thinking about business here and philanthropy there,

因此讓我們擺脫,

and let's start thinking about

在這裡做生意和在那裡搞慈善，

doing good business.

而讓我們開始思考

That's how we change the world. That's the only sustainable future.

做一門好生意。

Thank you.

這是我們如何改變世界。這是唯一可持續的未來。

(Applause)

謝謝。