Openness. It's a word that

開放，這個名詞

denotes opportunity and possibilities.

代表著機會和潛在的可能性。

Open-ended, open hearth,

開放式的，開放式平爐，

open source, open door policy,

開放原始碼，門戶開放政策，

open bar. (Laughter)

開放酒吧（免費暢飲酒吧）， （笑聲）

And everywhere the world is opening up,

世界上的每個角落 都變得更加開放，

and it's a good thing.

這是件好事。

Why is this happening?

這為什麼會發生呢？

The technology revolution is opening the world.

技術革命開放了這個世界。

Yesterday's Internet was a platform

昨天的網際網路

for the presentation of content.

是展示內容的平台。

The Internet of today is a platform for computation.

今天的網際網路是計算的平台。

The Internet is becoming a giant

網際網路成為一個

global computer, and every time you go on it,

巨型的全球電腦，每一次你登錄，

you upload a video, you do a Google search,

你上傳一個影片，你上谷歌搜索，

you remix something,

你就重混了一些東西，

you're programming this big global computer

你在這個大家共享的 巨型全球計算機上

that we all share.

做程式設計。

Humanity is building a machine,

人類正在建造一個機器，

and this enables us to collaborate in new ways.

這使我們能夠用全新的方式合作。

Collaboration can occur on

這種合作可發生在

an astronomical basis.

龐大的基礎上。

Now a new generation is opening up the world as well.

現在新一代正也在開放這個世界

I started studying kids about 15 years ago,

我大概從十五年前起開始研究孩子，

-- so actually 20 years ago now --

事實上，大約 20 年前就開始了。

and I noticed how my own children were

我注意到自己的孩子

effortlessly able to use all this sophisticated technology,

能輕鬆自如地使用這些複雜的科技，

and at first I thought,

一開始我認為

"My children are prodigies!" (Laughter)

「我的孩子是神童！」 （笑聲）

But then I noticed all their friends were like them,

但很快我就發現， 他們的朋友也同樣厲害，

so that was a bad theory.

所以我的理論不成立。

So I've started working with a few hundred kids,

我研究過數百個孩子，

and I came to the conclusion

得出的結論是，

that this is the first generation to come of age

他們是和數位時代同時到來的一代。

in the digital age,

他們沉浸於位元中，

to be bathed in bits.

我稱他們為「網絡一代」

I call them the Net Generation.

我說過，這些孩子是不同的。

I said, these kids are different.

他們不害怕科技， 因為這種害怕並不存在。

They have no fear of technology, because it's not there.

科技對他們就像空氣一樣。

It's like the air.

這也和我不害怕冰箱的道理一樣。

It's sort of like, I have no fear of a refrigerator.

並且—（笑聲）

And — (Laughter)

沒有比第一代數位原住民

And there's no more powerful force to change

更強大的力量可以改變每個機構。

every institution than the first generation of digital natives.

我則屬於數位時代的移民。

I'm a digital immigrant.

我不得不學習這個語言。

I had to learn the language.

全球範圍的經濟危機 也在使這個世界更加開放。

The global economic crisis is opening up the world as well.

從工業時代的不透明體制，

Our opaque institutions from the Industrial Age,

陳舊的公司體制，

everything from old models of the corporation,

到政府、媒體、華爾街，

government, media, Wall Street,

都處於停滯或凍結

are in various stages of being stalled or frozen

甚至是萎縮或崩潰的各個階段，

or in atrophy or even failing,

這樣的危機正在全球 產生「燃燒的平台」效應。

and this is now creating a burning platform in the world.

想想華爾街。

I mean, think about Wall Street.

其核心運作模式

The core modus operandi of Wall Street almost brought down

幾乎讓全球資本市場瀕臨崩潰。

global capitalism.

你們都了解燃燒的平台是什麼意思，

Now, you know the idea of a burning platform,

即保持現狀的成本

that you're somewhere where the costs of staying where you are

高於改變現狀所需的資本，

become greater than the costs of moving to something different,

而這改變或許是徹底不同的改變。

perhaps something radically different.

我們需要改變，

And we need to change

開放我們所有的機構。

and open up all of our institutions.

所以這種科技的推動，

So this technology push,

新世代的驅動，

a demographic kick from a new generation

和來自新全球經濟環境的

and a demand pull from a new

需求推動，

economic global environment

造成全世界的開放。

is causing the world to open up.

現在，我認為，事實上，

Now, I think, in fact,

我們正處於人類歷史的 一個轉折點，

we're at a turning point in human history,

現在我們終於能夠重建

where we can finally now rebuild

許多工業時代的機構，

many of the institutions of the Industrial Age

為它們制定一套新準則。

around a new set of principles.

那，什麼是開放呢？

Now, what is openness?

事實上，開放有許多不同的涵義，

Well, as it turns out, openness

而每一種涵義都有對應的原則，

has a number of different meanings,

與文明的轉變相呼應。

and for each there's a corresponding principle

第一個是合作。

for the transformation of

這種開放對組織的意義就是

civilization.

組織的疆界變得更具滲透性、

The first is collaboration.

靈活、和開放。

Now, this is openness in the sense of the boundaries

圖片中的男士，

of organizations becoming more porous and fluid

我要講述他的故事。

and open.

他名叫羅伯·麥克伊文。

The guy in the picture here,

我很想說，「我有這個智庫，

I'll tell you his story.

在全世界尋找驚人的案例。」

His name is Rob McEwen.

但我知道這個故事的原因是，

I'd like to say, "I have this think tank, we scour the world

他是我的鄰居。（笑聲）

for amazing case studies."

其實他搬到我們家對面，

The reason I know this story

然後他辦了一個 敦請睦鄰的雞尾酒聚會，

is because he's my neighbor. (Laughter)

他說，「你是唐·泰普斯科特。 我讀過很多您的書。」

He actually moved across the street from us,

我說，「很好！你是做什麼工作的？」

and he held a cocktail party

他回答說，「我以前是個銀行家

to meet the neighbors, and he says, "You're Don Tapscott.

而現在我是個金礦工人。」

I've read some of your books."

接著他告訴我了這個驚奇的故事。

I said, "Great. What do you do?"

他接管了這個金礦，而他的地質學家

And he says, "Well I used to be a banker

無法告訴他金子在哪裡。

and now I'm a gold miner."

他給了他們更多的錢研究地質數據，

And he tells me this amazing story.

他們研究之後，依然無法告訴他

He takes over this gold mine, and his geologists

從哪裡開始投產。

can't tell him where the gold is.

幾年之後，他非常沮喪，準備放棄。

He gives them more money for geological data,

但有一天，他靈光一現。

they come back, they can't tell

他想著，「如果我的地質學家 不知道金子在哪裡，

him where to go into production.

也許外面有人會知道。」

After a few years, he's so frustrated he's ready

所以他做了一件 「激進」的事情。

to give up, but he has an epiphany one day.

他把那些地質數據

He wonders, "If my geologists don't know where the gold is,

發佈了出去，然後在網路上 舉辦了一個競賽，

maybe somebody else does."

叫做 「黃金公司大挑戰」。

So he does a "radical" thing.

基本上就是 50 萬美元的獎金

He takes his geological data,

獎勵給任何人，只要他 能夠告訴我，我是否有金子

he publishes it and he holds a contest on the Internet

如果有，在哪裡呢？（笑聲）

called the Goldcorp Challenge.

他收到了來自世界各地的提案。

It's basically half a million dollars in prize money

他們用了一些他從未聽說過的技術，

for anybody who can tell me, do I have any gold,

而他的 50 萬美元的獎金，

and if so, where is it? (Laughter)

為羅伯·麥克伊文找到了 價值 34 億美元的金子。

He gets submissions from all around the world.

他公司的市值

They use techniques that he's never heard of,

從 9000 萬美元暴漲到 100 億美元，

and for his half a million dollars in prize money,

因為他是我的鄰居，我可以告訴你，

Rob McEwen finds 3.4 billion dollars worth of gold.

他非常快樂。（笑聲）

The market value of his company

你知道，大家都說 有才能的人就在公司裡，沒錯吧？

goes from 90 million to 10 billion dollars,

你最寶貴的資產（員工） 每晚都從電梯出去。

and I can tell you, because he's my neighbor,

但他用不同的角度看待有才的人。

he's a happy camper. (Laughter)

他想知道， 能相媲的人是誰？

You know, conventional wisdom says talent is inside, right?

他本可以炒掉他的地質部門， 但是他沒有。

Your most precious asset goes out the elevator every night.

你知道，很多好的提案

He viewed talent differently.

並非出自地質學家。

He wondered, who are their peers?

它們出自電腦科學家，工程師之手。

He should have fired his geology department, but he didn't.

最後的贏家是一個電腦繪圖公司，

You know, some of the best submissions

這家公司製作了金礦的三維模型，

didn't come from geologists.

你可以在電腦模型中上天入地

They came from computer scientists, engineers.

看到金子在哪裡。

The winner was a computer graphics company

他幫助我們理解到社群媒體

that built a three dimensional model of the mine

已經變得具有社會生產力。

where you can helicopter underground

這不只是在網上交交朋友，

and see where the gold is.

這是一種新的生產模式。

He helped us understand that social media's becoming

而他創造的「思想集合」， 一個開放的思想集合市場，

social production.

匯集了有獨特心智的人們，

It's not about hooking up online.

成為變革的一部分，

This is a new means of production in the making.

是組織體系結構中的深遠改變，

And this Ideagora that he created, an open market, agora,

是我們如何協調能力

for uniquely qualified minds,

以創新和創造產品和服務，

was part of a change, a profound change in the deep structure

與世界的其他地區交流，

and architecture of our organizations,

就政府而言， 是我們如何創造公共價值。

and how we sort of orchestrate capability to innovate,

開放是為了合作。

to create goods and services,

第二個，開放是為了透明化。

to engage with the rest of the world,

這是不同的。我們在討論

in terms of government, how we create public value.

組織內利害關係人間信息的交流：

Openness is about collaboration.

僱員、顧客、商業夥伴、股東等等。

Now secondly, openness is about transparency.

在任何地方，我們的機構暴露無遺。

This is different. Here, we're talking about the communication

大家都被維基洩密弄得不成人形，

of pertinent information to stakeholders of organizations:

但是這只是冰山一角。

employees, customers, business partners, shareholders,

你看，大家都瞭若指掌，每個人，

and so on.

而不只是阿桑奇， （維基解密的董事與發言人）

And everywhere, our institutions are becoming naked.

都有有力的工具發掘信息，

People are all bent out of shape about WikiLeaks,

仔細檢查，通知大家，

but that's just the tip of the iceberg.

甚至組織集體反應。

You see, people at their fingertips now, everybody,

機構變得赤裸裸呈現，

not just Julian Assange,

如果你也想赤裸裸呈現，

have these powerful tools for finding out what's going on,

嗯，是有一些從其而來的必然推論。

scrutinizing, informing others,

我是說，比如，

and even organizing collective responses.

健身不再可有可無。（笑聲）

Institutions are becoming naked,

對吧？或是如果你想裸體， 你最好好好鍛鍊一下肌肉。

and if you're going to be naked,

這裡，我所謂的鍛鍊， 是說你需要有價值，

well, there's some corollaries that flow from that.

因為價值前所未見地明顯。

I mean, one is,

你自稱你有好的產品。 那麼最好是真的好產品。

fitness is no longer optional. (Laughter)

但你同樣需要有價值。

You know? Or if you're going to be naked, you'd better get buff.

你需要讓正直誠實成為

Now, by buff I mean, you need to have good value,

組織的骨頭及基因，

because value is evidenced like never before.

如果你不這樣做， 你就無法建立信任，

You say you have good products.

而信任，是這個新的 網路世界的必要條件。

They'd better be good.

這挺好的，沒什麼壞處。

But you also need to have values.

陽光是最好的消毒劑。

You need to have integrity as part of your bones

而我們需要很多陽光 來清潔這個藏汙納垢的世界。

and your DNA as an organization,

開放的第三個意義和與其對應的原則

because if you don't, you'll be unable to build trust,

就是分享。

and trust is a sine qua non of this new network world.

這個與透明化也不同。

So this is good. It's not bad.

透明化是關於信息的交流。

Sunlight is the best disinfectant.

分享是放棄一些資產，智慧財產權。

And we need a lot of sunlight in this troubled world.

有很多相關的著名故事。

Now, the third meaning and corresponding principle

IBM （國際商用機器） 送了價值四億美元的軟體

of openness is about sharing.

讓 Linux （開放核心） 系統運動發展，

Now this is different than transparency.

而得到了幾十億美元的收益 。

Transparency is about the communication of information.

常言道，

Sharing is about giving up assets, intellectual property.

「嗯，我們的智慧財產權屬於我們，

And there are all kinds of famous stories about this.

如果有人想要侵權，

IBM gave away 400 million dollars of software

我們就會找我們的律師， 然後起訴侵權者。」

to the Linux movement, and that gave them

唱片公司如此做也沒成功，對吧？

a multi-billion dollar payoff.

我是說， 他們－ 他們有技術中斷的問題，

Now, conventional wisdom says,

但他們不採取商業模式創新 來作為對應，

"Well, hey, our intellectual property belongs to us,

反而尋求法律途徑，

and if someone tries to infringe it, we're going to get out

而這個帶給你貓王和披頭四的行業

our lawyers and we're going to sue them."

現在正在起訴兒童，

Well, it didn't work so well for the record labels, did it?

並且岌岌可危。

I mean, they took — They had a technology disruption,

所以我們需要換個角度 來思考智慧財產權。

and rather than taking a business model innovation

我來告訴你一個事例。

to correspond to that, they took and sought a legal solution

製藥界現在深陷困境。

and the industry that brought you Elvis and the Beatles

第一，這個行業搞不出什麼新藥了，

is now suing children

這對於人類健康來說是個大問題，

and is in danger of collapse.

而製藥業還有更大的問題，

So we need to think differently about intellectual property.

他們就快要墜入 所謂的「專利懸崖」裡。

I'll give you an example.

你們知道這意味著什麼嗎？

The pharmaceutical industry is in deep trouble.

他們會在接下來的 12 個月中

First of all, there aren't a lot of big inventions

失去 20% 到 35% 的收入。

in the pipeline, and this is a big problem for human health,

那你要怎麼辦？

and the pharmaceutical industry has got a bigger problem,

減少迴紋針之類的支出？不是的。

that they're about to fall off something

我們需要改造整個科研體系。

called the patent cliff.

製藥界需要把他們的資產變成公有財。

Do you know about this?

同業需要開始分享 市場競爭前的研究。

They're going to lose 20 to 35 percent of their revenue

他們需要開始共享

in the next 12 months.

臨床試驗數據，

And what are you going to do,

這樣做，可以讓各方受益，

like, cut back on paper clips or something? No.

不僅僅是為了醫藥行業，

We need to reinvent the whole model of scientific research.

也是為了人類。

The pharmaceutical industry needs to place assets

第四個開放的意義

in a commons. They need to start sharing precompetitive research.

和與之對應的原則

They need to start sharing

是賦權。

clinical trial data,

我不是說母親自主權之類的意思。

and in doing so, create a rising tide that could lift all boats,

知識和智慧就是力量，

not just for the industry but

因為力量已經更加分散，

for humanity.

隨之而來式的權力分配

Now, the fourth meaning

和權力去集中化和去集體化

of openness,

都在世界各地進行。

and corresponding principle, is about empowerment.

開放的世界帶來自由。

And I'm not talking about the motherhood sense here.

現在我們以阿拉伯之春為例。

Knowledge and intelligence is power,

有關社群媒體的角色的辯論

and as it becomes more distributed, there's a

與社會變化已經塵埃落定了。

concomitant distribution

你知道，一個字，突尼西亞。

and decentralization and disaggregation of power

它最後也演變成其他許多字。

that's underway in the world today.

但在突尼西亞革命，

The open world is bringing freedom.

新的媒體並沒有引發革命；

Now, take the Arab Spring.

它是由不公平引起的。

The debate about the role of social media

社群媒體沒有引起革命；

and social change has been settled.

革命是由年輕人的一代引起的，

You know, one word: Tunisia.

他們要求工作機會、希望

And then it ended up having a whole bunch of other words too.

他們不想再被當成唯命是從的愚民。

But in the Tunisian revolution,

但是如同網路降低交易費用

the new media didn't cause the revolution;

和商業與政府相互合作的成本，

it was caused by injustice.

它同時降低了異議者和叛變者的成本，

Social media didn't create the revolution;

甚至暴動的成本，

it was created by a new generation of young people

是大家原來並不瞭解的。

who wanted jobs and hope and

你知道，在突尼西亞革命時，

who didn't want to be treated as subjects anymore.

與政權有關聯的狙擊手在街上

But just as the Internet drops transaction and collaboration

殺害手無寸鐵的學生。

costs in business and government,

因此學生們用他們的手機，

it also drops the cost of dissent, of rebellion,

拍下相片，三角定位，

and even insurrection

將相片寄給友好的軍隊單位，

in ways that people didn't understand.

軍隊就會來處理掉那些狙擊手。

You know, during the Tunisian revolution,

你還認為社群媒體 只是在網路上交朋友嗎？

snipers associated with the regime were killing

對這些孩子來說，