about the time I almost got kidnapped

我想和你們分享一個故事。

in the trunk of a red Mazda Miata.

有一次，我差點被綁進

It's the day after graduating from design school

一輛紅色馬自達 Miata 的後車箱。

and I'm having a yard sale.

那是從設計學校畢業之後的隔天，

And this guy pulls up in this red Mazda

我在後院裡弄了個舊貨拍賣。

and he starts looking through my stuff.

有個傢伙開著紅色馬自達過來，

And he buys a piece of art that I made.

他停了車並開始打量我的東西。

And it turns out he's alone in town for the night,

最後，他買了一件我的藝術作品。

driving cross-country on a road trip

我後來才知道他今晚 孤身一人待在這個鎮上，

before he goes into the Peace Corps.

他正在進行穿越美國的公路旅行，

So I invite him out for a beer

旅程結束後就要加入和平部隊。

and he tells me all about his passion

於是我邀請他出去喝一杯，

for making a difference in the world.

他跟我聊到

Now it's starting to get late,

他想要改變世界的滿腔熱忱。

and I'm getting pretty tired.

這時候我覺得時間不早了，

As I motion for the tab,

我也很累了。

I make the mistake of asking him,

當我示意結帳時，

"So where are you staying tonight?"

我犯了個錯誤，問了他一句：

And he makes it worse by saying,

「你今晚在哪裡過夜？」

"Actually, I don't have a place."

而他把事情弄得更糟，他說：

And I'm thinking, "Oh, man!"

「其實我沒有地方住。」

What do you do?

我心想：「噢，天啊！」

We've all been there, right?

這下怎麼辦？

Do I offer to host this guy?

我們都遇過這種情況，對吧？

But, I just met him -- I mean,

我要接待這傢伙嗎？

he says he's going to the Peace Corps,

但是我才剛認識他啊——

but I don't really know if he's going to the Peace Corps

他說他是要去和平部隊，

and I don't want to end up kidnapped in the trunk of a Miata.

但我哪知道他到底 是不是真的要去啊！

That's a small trunk!

我可不想最後被綁進 Miata 的後車箱裡。

So then I hear myself saying,

那後車箱超小的啊！

"Hey, I have an airbed you can stay on in my living room."

接著我聽到自己說：

And the voice in my head goes,

「喂，我有個氣墊床， 你可以睡我家客廳。」

"Wait, what?"

又有聲音在我的腦海裡出現：

That night, I'm laying in bed,

「等等，什麼？」

I'm staring at the ceiling and thinking,

那一晩，我躺在床上，

"Oh my god, what have I done?

望著天花板，心想：

There's a complete stranger sleeping in my living room.

「天啊，我究竟做了什麼事？

What if he's psychotic?"

怎麼會讓一個陌生人 睡在我客廳裡？

My anxiety grows so much,

要是他是神經病怎麼辦？」

I leap out of bed,

我越來越害怕，

I sneak on my tiptoes to the door,

於是從床上跳下來，

and I lock the bedroom door.

躡手躡腳地走向門口，

It turns out he was not psychotic.

鎖緊房門。

We've kept in touch ever since.

後來發現他並不是神經病。

And the piece of art he bought at the yard sale

之後我們時常保持聯絡。

is hanging in his classroom; he's a teacher now.

而且那件他在後院拍賣 買來的美術品，

This was my first hosting experience,

現在掛在他的教室裡， 他現在是老師。

and it completely changed my perspective.

這是我第一次接待外人留宿的經驗，

Maybe the people that my childhood taught me to label as strangers

而且這件事徹底改變了我的看法。

were actually friends waiting to be discovered.

可能我從小就被教導 該當成陌生人的那些人

The idea of hosting people on airbeds gradually became natural to me

其實可能都是尚待我們發掘的朋友。

and when I moved to San Francisco,

用氣墊床讓別人留宿的想法 漸漸變得很自然，

I brought the airbed with me.

我移居舊金山後，

So now it's two years later.

還把氣墊床帶過去。

I'm unemployed, I'm almost broke,

過了兩年，

my roommate moves out, and then the rent goes up.

我失業，差不多要破產了，

And then I learn there's a design conference coming to town,

我的室友搬走，房租上漲。

and all the hotels are sold out.

接著我知道鎮上將要 舉行一場設計會議。

And I've always believed that turning fear into fun

所有飯店已經客滿。

is the gift of creativity.

我一直相信把恐懼變成樂趣

So here's what I pitch my best friend and my new roommate Brian Chesky:

就是創意的良機。

"Brian, thought of a way to make a few bucks --

所以我馬上告訴我最好的朋友， 也是我的新室友布萊恩．切斯基，

turning our place into 'designers bed and breakfast,'

我說：「布萊恩， 我想到一個賺錢的方法：

offering young designers who come to town a place to crash,

把我們的房間變成 『設計師過夜加早餐的地方』，

complete with wireless Internet, a small desk space,

給那些來到城市的年輕 設計師一個過夜的地方，

sleeping mat, and breakfast each morning.

包含無線上網、一張小書桌、

Ha!"

一張睡墊和每朝早餐，一應俱全。

We built a basic website and Airbed and Breakfast was born.

哈！」

Three lucky guests got to stay

我們建立了初步的網站， 於是氣墊床加早餐食宿誕生了。

on a 20-dollar airbed on the hardwood floor.

有三位幸運的客人來住宿，

But they loved it, and so did we.

他們睡在硬木地板 價值20美元的氣墊床上。

I swear, the ham and Swiss cheese omelets we made

不過他們很滿意，我們也是。

tasted totally different because we made them for our guests.

我發誓我們煮的瑞士起士火腿蛋餅

We took them on adventures around the city,

味道與眾不同， 因為是我們特別做給客人的。

and when we said goodbye to the last guest,

我們帶他們到市區參觀，

the door latch clicked,

當我們向最後一個客人道別、

Brian and I just stared at each other.

拉上門閂之後，

Did we just discover it was possible to make friends

布萊恩和我張大眼睛互相看著對方。

while also making rent?

我們是不是發現了一種既可以交朋友，

The wheels had started to turn.

又可以收租金的方法呢？

My old roommate, Nate Blecharczyk,

齒輪開始轉動。

joined as engineering co-founder.

我的舊室友內森．布萊查斯克加入

And we buckled down to see

成為我們的共同創辦人兼首席工程師。

if we could turn this into a business.

我們認真努力地了解

Here's what we pitched investors:

看能否把它變成一門生意。

"We want to build a website

這是我們向投資者提案時說的話：

where people publicly post pictures of their most intimate spaces,

「我們想建立一個網站，

their bedrooms, the bathrooms --

讓人可以把他們最私密空間的照片，

the kinds of rooms you usually keep closed when people come over.

比如臥室和浴室

And then, over the Internet,

——這種別人來訪時不方便進入的空間—— 發佈到網站上。

they're going to invite complete strangers to come sleep in their homes.

然後，透過網路，

It's going to be huge!"

他們可以邀請素未謀面的 陌生人到家中留宿。

(Laughter)

這一定很有賺頭啊！」

We sat back, and we waited for the rocket ship to blast off.

（笑聲）

It did not.

我們就放輕鬆， 等事業像火箭一飛沖天。

No one in their right minds would invest in a service

但是希望的事情沒有發生。

that allows strangers to sleep in people's homes.

沒有一個頭腦正常的人會願意投資

Why?

讓陌生人在自己家裡過夜的服務。

Because we've all been taught as kids, strangers equal danger.

為什麼？

Now, when you're faced with a problem, you fall back on what you know,

因為我們從小就被教導 陌生人等於危險。

and all we really knew was design.

現在，當遇到問題時， 你往往會回歸你所懂的東西。

In art school, you learn that design is much more

我們只懂得設計。

than the look and feel of something -- it's the whole experience.

在藝術學校裡，我們學到 設計不只是外觀及感覺，

We learned to do that for objects,

而是全面性的體驗。

but here, we were aiming to build Olympic trust

我們在學校學的是設計物品，

between people who had never met.

但是在這，我們的目標是

Could design make that happen?

讓素未謀面的人彼此 產生奧林匹克式的信任。

Is it possible to design for trust?

設計能否實現這點呢？

I want to give you a sense of the flavor of trust

信任是能夠設計的嗎？

that we were aiming to achieve.

我想帶你們體驗一下「信任」的感覺，

I've got a 30-second experiment

是我們想達成的目標。

that will push you past your comfort zone.

我會進行一個三十秒的實驗，

If you're up for it, give me a thumbs-up.

這會把你們推出舒適圈。

OK, I need you to take out your phones.

如果你願意參加，請豎起你的大拇指！

Now that you have your phone out,

好，請各位拿出自己的手機。

I'd like you to unlock your phone.

拿出手機後，

Now hand your unlocked phone to the person on your left.

請替手機解鎖。

(Laughter)

現在把手機交給坐在你左邊的人。

That tiny sense of panic you're feeling right now --

（笑聲）

(Laughter)

你現在感覺到的小驚恐——

is exactly how hosts feel the first time they open their home.

（笑聲）

Because the only thing more personal than your phone

就是那些提供住宿的人 第一次打開家門的感覺。

is your home.

因為比自己手機更私密的

People don't just see your messages,

就是你家了。

they see your bedroom,

大家不只是看到手機訊息而已，

your kitchen, your toilet.

他們會看到你的臥室、

Now, how does it feel holding someone's unlocked phone?

廚房和洗手間。

Most of us feel really responsible.

現在，握著別人已解鎖的手機感覺如何？

That's how most guests feel when they stay in a home.

大多數人都會油然而生一種責任感。

And it's because of this that our company can even exist.

這就是大部分房客在住宿時的感覺。

By the way, who's holding Al Gore's phone?

正因此，我們的公司才能生存到現在。

(Laughter)

順便一提，誰拿著高爾的手機？

Would you tell Twitter he's running for President?

（笑聲）

(Laughter)

可以麻煩你上推特說 他要選總統嗎？

(Applause)

（笑聲）

OK, you can hand your phones back now.

（掌聲）

So now that you've experienced the kind of trust challenge

好了，現在可以要回你的手機了。

we were facing,

所以，剛剛各位體驗了

I'd love to share a few discoveries we've made along the way.

我們面對過的信任挑戰。

What if we changed one small thing

我想分享我們一路上的一些發現。

about the design of that experiment?

如果我們在剛剛的實驗裡，

What if your neighbor had introduced themselves first, with their name,

做一點小小變動會怎麽樣呢？

where they're from, the name of their kids or their dog?

如果坐在你隔壁的人 首先介紹自己的名字，

Imagine that they had 150 reviews of people saying,

從哪裡來、子女或家中小狗的名字？

"They're great at holding unlocked phones!"

想像他們獲得了150個的評價：

(Laughter)

「他們超會拿別人解鎖的手機啊！」

Now how would you feel about handing your phone over?

（笑聲）

It turns out,

這樣的話，你們交出手機時， 會有什麼感覺呢？

a well-designed reputation system is key for building trust.

結果證明，

And we didn't actually get it right the first time.

一個設計完善的聲譽系統 是建立信任的關鍵。

It's hard for people to leave bad reviews.

我們最初其實不怎麼成功。

Eventually, we learned to wait until both guests and hosts

人們難以留下負評。

left the review before we reveal them.

最後我們知道要等客人和民宿主人

Now, here's a discovery we made just last week.

都留下評語後，才可以公開。

We did a joint study with Stanford,

這是我們上星期的新發現。

where we looked at people's willingness to trust someone

我們與史丹佛大學做了一個研究，

based on how similar they are in age, location and geography.

觀察人們有多願意相信別人，

The research showed, not surprisingly,

以雙方的年齡、居住地 和地理環境相似度為基礎。

we prefer people who are like us.

毫不令人意外，硏究的結果顯示，

The more different somebody is,

我們較喜歡與我們相似的人。

the less we trust them.

跟我們越不相似的人，

Now, that's a natural social bias.

我們就越不信任他。

But what's interesting is what happens

這是一種很自然的社會偏見現象。

when you add reputation into the mix,

但有意思的是，

in this case, with reviews.

當你加入了聲譽的因素後就不一樣了，

Now, if you've got less than three reviews,

以我們的例子來說，就是評價。

nothing changes.

要是你有三個以下評價，

But if you've got more than 10,

什麼都沒有改變。

everything changes.

但要是你得到超過十個評價，

High reputation beats high similarity.

一切就改變了。

The right design can actually help us overcome

信譽好贏過相似度高。

one of our most deeply rooted biases.

合適的設計其實可以幫助我們克服

Now we also learned that building the right amount of trust

根深蒂固的偏見。

takes the right amount of disclosure.

我們也發現，要建立適度的信任

This is what happens when a guest first messages a host.

就需要公開適量的個人隱私。

If you share too little, like, "Yo,"

接下來是房客第一次 發訊息給房東時的狀況。

acceptance rates go down.

如果你透露得太少，例如「呦！」，

And if you share too much, like,

那麼接受程度會降低。

"I'm having issues with my mother,"

如果你透露得太多，例如：

(Laughter)

「我跟媽媽鬧翻了。」

acceptance rates also go down.

（笑聲）

But there's a zone that's just right,

那麼接受程度也會下滑。

like, "Love the artwork in your place. Coming for vacation with my family."

但是有一個恰如其分的 表達區域，例如：

So how do we design for just the right amount of disclosure?

「我很喜歡你家的藝術品， 想跟家人來渡假。」

We use the size of the box to suggest the right length,

那麼，我們要如何設計 去適量公開資料呢？

and we guide them with prompts to encourage sharing.

我們利用空格欄位的大小 來建議資料的適當長短，

We bet our whole company

並用提示問題指導他們， 鼓勵大家分享。

on the hope that,

我們把全公司的賭注

with the right design,

押在這樣一個希望上：

people would be willing to overcome the stranger-danger bias.

就是透過對的設計

What we didn't realize

讓人願意克服 陌生人等於危險的偏見。

is just how many people

但我們沒有料到的是

were ready and waiting to put the bias aside.

到底有多少人

This is a graph that shows our rate of adoption.

早就準備好放下偏見。

There's three things happening here.

這是我們訂房率的圖表。

The first, an unbelievable amount of luck.

這張圖表說明了三件事。

The second is the efforts of our team.

第一，我們幸運得難以置信。

And third is the existence of a previously unsatisfied need.

第二，這是我們團隊努力的成果。

Now, things have been going pretty well.

第三，之前有未獲滿足的需求。

Obviously, there are times when things don't work out.

現在業務進展良好。

Guests have thrown unauthorized parties

當然有時候會出現一些問題，

and trashed homes.

比如客人未經同意舉辦了派對

Hosts have left guests stranded in the rain.

並且把家裡弄得一團糟。

In the early days, I was customer service,

還有，房東對困在大雨中的 房客置之不理。

and those calls came right to my cell phone.

創業初期，我負責客服，

I was at the front lines of trust breaking.

那些來電會直達我的手機。

And there's nothing worse than those calls,

我處在信任破裂的最前線，

it hurts to even think about them.

沒有比聽到這些來電還糟的了，

And the disappointment in the sound of someone's voice

現在想到都還會覺得心痛。

was and, I would say, still is

這些失望的聲音，

our single greatest motivator to keep improving.

我說實話，

Thankfully, out of the 123 million nights we've ever hosted,

一直都是我們不停改進的一大動力。

less than a fraction of a percent have been problematic.

謝天謝地，在我們服務過 1.23億個夜晚之後，

Turns out, people are justified in their trust.

出問題的機率遠不到百分之一。

And when trust works out right,

這也證明人對人的不信任情有可原。

it can be absolutely magical.

而當信任一旦上軌道，

We had a guest stay with a host in Uruguay,

一定會發生神奇的事情！

and he suffered a heart attack.

我們曾經有一個房客 在烏拉圭住宿的時候，

The host rushed him to the hospital.

突然心臟病發。

They donated their own blood for his operation.

房東不只送他到醫院急救，

Let me read you his review.

還自己捐血幫助他動手術。

(Laughter)

讓我讀一下他的評價：

"Excellent house for sedentary travelers

（笑聲）

prone to myocardial infarctions.

「這間房子特別適合長期久坐、

(Laughter)

易患心肌梗塞的旅行者。」

The area is beautiful and has direct access to the best hospitals.

（笑聲）

(Laughter)

這個區域環境優美， 而且有一條直通最佳醫院的道路。

Javier and Alejandra instantly become guardian angels

（笑聲）

who will save your life without even knowing you.

哈維爾和亞莉安卓 是那種就算不認識你，

They will rush you to the hospital in their own car while you're dying

也會立刻救你一命的守護天使。

and stay in the waiting room while the doctors give you a bypass.

當你快要不行的時候， 他們會急忙開車帶你去醫院急救。

They don't want you to feel lonely, they bring you books to read.

醫生替你做繞道手術時， 他們會在等候室守候你。

And they let you stay at their house extra nights without charging you.

他們不想讓你感到孤獨， 還會帶書來給你讀。

Highly recommended!"

之後還會多留你幾晚 並且不收你一毛錢。

(Applause)

強力推薦！」

Of course, not every stay is like that.

（掌聲）

But this connection beyond the transaction

當然，不是每次住宿都是這樣。

is exactly what the sharing economy is aiming for.

但是，這種超越交易的連結

Now, when I heard that term,

就是「共享經濟」要達到的目標。

I have to admit, it tripped me up.

當我聽到這個術語的時候，