in the very fabric of the modern economy.

一個正在發生且很根本的改變。 in the very fabric of the modern economy.

And to talk about that, I'm going to go back to the beginning,

要談這個改變就需要從頭說起， And to talk about that, I'm going to go back to the beginning,

because in the beginning were commodities.

因為在經濟開始時有貨品。 because in the beginning were commodities.

Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:

貨品是你種植和畜養在地上，或從地上挖出來的東西。 Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:

basically, animal, mineral, vegetable.

基本上就是動物、礦物、蔬菜， basically, animal, mineral, vegetable.

And then you extract them out of the ground,

你從土地上取出這些東西， And then you extract them out of the ground,

and sell them on the open marketplace.

然後到公開的市場上販賣。 and sell them on the open marketplace.

Commodities were the basis of the agrarian economy

貨品是農業經濟的基礎， Commodities were the basis of the agrarian economy

that lasted for millennia.

且持續了好幾千年。 that lasted for millennia.

But then along came the industrial revolution,

可是，之後發生了工業革命， But then along came the industrial revolution,

and then goods became the predominant economic offering,

商品成了主要的經濟產物， and then goods became the predominant economic offering,

where we used commodities as a raw material

我們將貨品當作原料， where we used commodities as a raw material

to be able to make or manufacture goods.

用來製造或生產商品。 to be able to make or manufacture goods.

So, we moved from an agrarian economy to an industrial economy.

於是，我們從農業經濟轉入工業經濟。 So, we moved from an agrarian economy to an industrial economy.

Well, what then happened over the last 50 or 60 years,

而過去50或60年所發生的是 Well, what then happened over the last 50 or 60 years,

is that goods have become commoditized.

商品變得大眾化了。 is that goods have become commoditized.

Commoditized: where they're treated like a commodity,

大眾化就是對待商品像貨品一樣。 Commoditized: where they're treated like a commodity,

where people don't care who makes them.

人們不關心是由誰製造的。 where people don't care who makes them.

They just care about three things and three things only:

人們只關心三件事情： They just care about three things and three things only:

price, price and price.

價格、價格、價格。 price, price and price.

Now, there's an antidote to commoditization,

有個對抗商品大眾化的辦法， Now, there's an antidote to commoditization,

and that is customization.

那就是客製化。 and that is customization.

My first book was called "Mass Customization" --

我的第一本書叫《大量客製化》， My first book was called "Mass Customization" --

it came up a couple of times yesterday --

昨天在演講上提過幾次。 it came up a couple of times yesterday --

and how I discovered this progression of economic value

書中提到我發現經濟價值的演進， and how I discovered this progression of economic value

was realizing that customizing a good

是從了解到將商品客製化之後， was realizing that customizing a good

automatically turned it into a service,

將自動轉變成服務， automatically turned it into a service,

because it was done just for a particular person,

因為這是爲某個特定的人所做的事， because it was done just for a particular person,

because it wasn't inventoried,

因為這是沒有庫存的。 because it wasn't inventoried,

it was delivered on demand to that individual person.

它是應需求而傳遞給特定的個人。 it was delivered on demand to that individual person.

So, we moved from an industrial economy to a service-based economy.

於是，我們從工業經濟轉移到以服務為基礎的經濟。 So, we moved from an industrial economy to a service-based economy.

But over the past 10 or 20 years, what's happened is that

不過在過去10或20年內， But over the past 10 or 20 years, what's happened is that

services are being commoditized as well.

服務竟然也被大眾化了。 services are being commoditized as well.

Long-distance telephone service sold on price, price, price;

長途電話服務的銷售也只關心價格、價格、價格， Long-distance telephone service sold on price, price, price;

fast-food restaurants with all their value pricing;

速食餐廳提供所有的超值定價， fast-food restaurants with all their value pricing;

and even the Internet is commoditizing not just goods,

甚至連網路也不只是將商品大眾化而已， and even the Internet is commoditizing not just goods,

but services as well.

連服務也大眾化了。 but services as well.

What that means is that it's time

這意味著， What that means is that it's time

to move to a new level of economic value.

轉移到新一層的經濟價值的時候到了。 to move to a new level of economic value.

Time to go beyond the goods and the services,

超越產品與服務的時候到了， Time to go beyond the goods and the services,

and use, in that same heuristic, what happens when you customize a service?

應用同樣的法則，當你客製服務後會產生什麼？ and use, in that same heuristic, what happens when you customize a service?

What happens when you design a service that is so appropriate for a particular person --

當你為特定的人設計，為當前的消費者提供 What happens when you design a service that is so appropriate for a particular person --

that's exactly what they need at this moment in time?

非常合適的服務時會如何呢？ that's exactly what they need at this moment in time?

Then you can't help but make them go "wow";

你必須讓他們大聲喊出「哇」！ Then you can't help but make them go "wow";

you can't help but turn it into a memorable event --

你必須使服務變成難忘的活動， you can't help but turn it into a memorable event --

you can't help but turn it into an experience.

你不得不使服務變成一種體驗。 you can't help but turn it into an experience.

So we're shifting to an experience economy,

所以我們現在正轉移到體驗經濟， So we're shifting to an experience economy,

where experiences are becoming the predominant economic offering.

體驗逐漸變成主要的經濟產物。 where experiences are becoming the predominant economic offering.

Now most places that I talk to,

在我演講的許多地方， Now most places that I talk to,

when I talk about experience, I talk about Disney --

當我提到體驗，我就會講到迪士尼-- when I talk about experience, I talk about Disney --

the world's premier experience-stager.

世界上首位提供體驗的老手。 the world's premier experience-stager.

I talk about theme restaurants, and experiential retail,

我談論主題餐廳及實驗商店， I talk about theme restaurants, and experiential retail,

and boutique hotels, and Las Vegas --

精品旅館及拉斯維加斯-- and boutique hotels, and Las Vegas --

the experience capital of the world.

世界的體驗首都。 the experience capital of the world.

But here, when you think about experiences,

但是在這裡當你講到體驗， But here, when you think about experiences,

think about Thomas Dolby and his group, playing music.

你會想到湯瑪斯道比和他的團隊演奏音樂， think about Thomas Dolby and his group, playing music.

Think about meaningful places.

想想別具意義的地方， Think about meaningful places.

Think about drinking wine,

想想喝葡萄酒， Think about drinking wine,

about a journey to the Clock of the Long Now.

或是踏上邁向「萬年鐘」的旅程。 about a journey to the Clock of the Long Now.

Those are all experiences. Think about TED itself.

這些全部都是體驗。想想TED本身， Those are all experiences. Think about TED itself.

The experience capital in the world of conferences.

座談會世界裡的體驗首都， The experience capital in the world of conferences.

All of these are experiences.

這全都是體驗。 All of these are experiences.

Now, over the last several years I spent a lot of time in Europe,

過去幾年我花很多的時間在歐洲， Now, over the last several years I spent a lot of time in Europe,

and particularly in the Netherlands,

特別是在荷蘭， and particularly in the Netherlands,

and whenever I talk about the experience economy there,

每當我在那裡談到體驗經濟時， and whenever I talk about the experience economy there,

I'm always greeted at the end with one particular question,

我總是會在演講最後被問到一個問題， I'm always greeted at the end with one particular question,

almost invariably.

幾乎每次都一樣。 almost invariably.

And the question isn't really so much a question

那問題其實並不是個問題， And the question isn't really so much a question

as an accusation.

而是一種指責。 as an accusation.

And the Dutch, when they usually put it,

荷蘭人通常都會 And the Dutch, when they usually put it,

it always starts with the same two words.

用同一種開頭， it always starts with the same two words.

You know the words I mean?

你知道我指的是什麼嗎？ You know the words I mean?

You Americans.

“你們美國人” You Americans.

They say, you Americans.

荷蘭人會說：你們美國人， They say, you Americans.

You like your fantasy environments,

你們喜歡自己夢幻的世界， You like your fantasy environments,

your fake, your Disneyland experiences.

你們假象的迪士尼樂園體驗。 your fake, your Disneyland experiences.

They say, we Dutch, we like real,

他們又說：我們荷蘭人喜歡實質的、 They say, we Dutch, we like real,

natural, authentic experiences.

自然、真實的體驗。 natural, authentic experiences.

So much has that happened that I've developed a fairly praticed response,

這問題出現的次數，多到讓我發展出一套標準答案。 So much has that happened that I've developed a fairly praticed response,

which is: I point out that first of all,

那就是：首先我想指出， which is: I point out that first of all,

you have to understand that there is no such thing

大家必須了解， you have to understand that there is no such thing

as an inauthentic experience.

“非真實的體驗” 並不存在。 as an inauthentic experience.

Why? Because the experience happens inside of us.

爲什麼呢？因為體驗發生在我們體內， Why? Because the experience happens inside of us.

It's our reaction to the events that are staged in front of us.

是我們對眼前舞台上的活動所產生的反應， It's our reaction to the events that are staged in front of us.

So, as long as we are in any sense authentic human beings,

所以，只要我們是真實的人類， So, as long as we are in any sense authentic human beings,

then every experience we have is authentic.

那麼我們所擁有的每個體驗都是真實的。 then every experience we have is authentic.

Now, there may be more or less natural or artificial

也許體驗中或多或少有些是， Now, there may be more or less natural or artificial

stimuli for the experience,

自然或人工的刺激。 stimuli for the experience,

but even that is a matter of degree, not kind.

但那也只是程度的差異而不是種類的差別。 but even that is a matter of degree, not kind.

And there's no such thing as a 100 percent natural experience.

而且，百分之百自然的體驗也不存在， And there's no such thing as a 100 percent natural experience.

Even if you go for a walk in the proverbial woods,

即使你是到聞名的森林裡去散步， Even if you go for a walk in the proverbial woods,

there is a company that manufactured the car

還是有公司製造了車子， there is a company that manufactured the car

that delivered you to the edge of the woods;

載你到森林的入口處去; that delivered you to the edge of the woods;

there's a company that manufactured the shoes that you have

也有公司製造了你所穿的鞋子， there's a company that manufactured the shoes that you have

to protect yourself from the ground of the woods.

來保護你的腳不受到傷害。 to protect yourself from the ground of the woods.

There's a company that provides a cell phone service you have

還有公司提供你所擁有的手機服務， There's a company that provides a cell phone service you have

in case you get lost in the woods.

萬一你在森林裡迷路了可以用。 in case you get lost in the woods.

Right? All of those are man-made,

對吧！這些都是你帶進森林裡的人工產物， Right? All of those are man-made,

artificiality brought into the woods by you,

單單是在那裡就非純自然的了。 artificiality brought into the woods by you,

and by the very nature of being there.

而我總是在結尾時， and by the very nature of being there.

And then I always finish off

提到這個問題， And then I always finish off

by talking about -- the thing that amazes me the most about this question,

讓我覺得不可思議的地方， by talking about -- the thing that amazes me the most about this question,

particularly coming from the Dutch,

尤其是來自荷蘭人口中， particularly coming from the Dutch,

is that the Netherlands

那就是荷蘭 is that the Netherlands

is every bit as manufactured as Disneyland.

跟迪士尼樂園一樣是人工的。 is every bit as manufactured as Disneyland.

(Laughter)

(笑聲) (Laughter)

And the Dutch, they always go ...

最後荷蘭人總是會嘆息， And the Dutch, they always go ...

and they realize, I'm right!

然後明白我說的是對的。 and they realize, I'm right!

There isn't a square meter of ground in the entire country

在荷蘭沒有一平方公尺的地， There isn't a square meter of ground in the entire country

that hasn't been reclaimed from the sea,

不是用填海造地的。 that hasn't been reclaimed from the sea,

or otherwise moved, modified and manicured

要不然就是經過搬動改造及整修， or otherwise moved, modified and manicured

to look as if it had always been there.

好讓土地看起來就像有史以來就在那兒一樣。 to look as if it had always been there.

It's the only place you ever go for a walk in the woods and all the trees are lined up in rows.

荷蘭是唯一一個地方你到森林去散步，會看見排列整齊的樹。 It's the only place you ever go for a walk in the woods and all the trees are lined up in rows.

(Laughter)

(笑聲) (Laughter)

But nonetheless, not just the Dutch,

無論如何不只是荷蘭人， But nonetheless, not just the Dutch,

but everyone has this desire for the authentic.

但是，每個人都渴望擁有最真實的體驗。 but everyone has this desire for the authentic.

And authenticity is therefore

於是真實性 And authenticity is therefore

becoming the new consumer sensibility --

就變成了新的消費感知力-- becoming the new consumer sensibility --

the buying criteria by which consumers

成為決定消費者 the buying criteria by which consumers

are choosing who are they going to buy from,

選擇在哪裡購買， are choosing who are they going to buy from,

and what they're going to buy.

以及購買什麼的條件。 and what they're going to buy.

Becoming the basis of the economy.

成為經濟結構的基礎。 Becoming the basis of the economy.

In fact, you can look at how each of these economies developed,

事實上，你可以看見每個經濟是如何演進的， In fact, you can look at how each of these economies developed,

that each one has their own business imperative,

每個經濟結構都有自己的商業模式， that each one has their own business imperative,

matched with a consumer sensibility.

結合某種消費感知力。 matched with a consumer sensibility.

We're the agrarian economy, and we're supplying commodities.

在農業經濟我們供應貨品， We're the agrarian economy, and we're supplying commodities.

It's about supply and availability.

關係到供應與可得性。 It's about supply and availability.

Getting the commodities to market.

將貨品送到市場上， Getting the commodities to market.

With the industrial economy, it is about controlling costs --

工業經濟則關心成本的掌控-- With the industrial economy, it is about controlling costs --

getting the costs down as low as possible

儘可能將成本降到最低， getting the costs down as low as possible

so we can offer them to the masses.

好讓我們可以提供給大眾。 so we can offer them to the masses.

With the service economy, it is about

服務經濟則關係到 With the service economy, it is about

improving quality.

品質的改進。 improving quality.

That has -- the whole quality movement has risen

過去20或30年來， That has -- the whole quality movement has risen

with the service economy over the past 20 or 30 years.

服務經濟帶動了整個品質運動。 with the service economy over the past 20 or 30 years.

And now, with the experience economy,

而現在的體驗經濟， And now, with the experience economy,

it's about rendering authenticity.

則關係到呈現真實性。 it's about rendering authenticity.

Rendering authenticity -- and the keyword is "rendering."

呈現真實性關鍵字是呈現。 Rendering authenticity -- and the keyword is "rendering."

Right? Rendering, because you have to get your consumers --

因為身為商人你必須讓你的消費者-- Right? Rendering, because you have to get your consumers --

as business people --

像商人一樣， as business people --

to percieve your offerings as authentic.

覺得你所提供的是真實的東西。 to percieve your offerings as authentic.

Because there is a basic paradox:

因為這裡有個基本的迷思： Because there is a basic paradox:

no one can have an inauthentic experience,

沒有人可以擁有非真實性的體驗， no one can have an inauthentic experience,

but no business can supply one.

但也沒有商人可以提供絕對真實的體驗。 but no business can supply one.

Because all businesses are man-made objects; all business is involved with money;

因為所有的商業都是人造的物質;所有的商業都跟錢有關; Because all businesses are man-made objects; all business is involved with money;

all business is a matter of using machinery,

所有的商業都使用機器， all business is a matter of using machinery,

and all those things make something inauthentic.

而這些都會讓東西變成非真實的。 and all those things make something inauthentic.

So, how do you render authenticity,

所以你如何呈現真實性 So, how do you render authenticity,

is the question.

就是一個問題。 is the question.

Are you rendering authenticity?

你在呈現真實性嗎？ Are you rendering authenticity?

When you think about that, let me go back to

在你思考這個問題的同時，讓我回到 When you think about that, let me go back to

what Lionel Trilling, in his seminal book on authenticity,

萊諾.崔凌探討真實性的學術著作， what Lionel Trilling, in his seminal book on authenticity,

"Sincerity and Authenticity" -- came out in 1960 --

1960年寫的「誠意與真實性」， "Sincerity and Authenticity" -- came out in 1960 --

points to as the seminal point

被當成是學術重點， points to as the seminal point

at which authenticity entered the lexicon,

你可以當作是將真實性 at which authenticity entered the lexicon,

if you will.

編入了詞典。 if you will.

And that is, to no surprise, in Shakespeare,

自然也出現在莎士比亞 And that is, to no surprise, in Shakespeare,

and in his play, Hamlet.

劇作哈姆雷特當中， and in his play, Hamlet.

And there is one part in this play, Hamlet,

在哈姆雷特當中的某場戲， And there is one part in this play, Hamlet,

where the most fake of all the characters in Hamlet, Polonius,

劇中最虛假的波龍尼， where the most fake of all the characters in Hamlet, Polonius,

says something profoundly real.

道出了極度真實的事情。 says something profoundly real.

At the end of a laundry list of advice

在一連串給他兒子 At the end of a laundry list of advice

he's giving to his son, Laertes,

雷阿提斯的建議的末端， he's giving to his son, Laertes,

he says this:

他說： he says this:

And this above all: to thine own self be true.

最重要的是忠於自我。 And this above all: to thine own self be true.

And it doth follow, as night the day,

如夜之繼日般奉行， And it doth follow, as night the day,

that thou canst not then be false to any man.

也不致對人虛假， that thou canst not then be false to any man.

And those three verses are the core of authenticity.

而這三句話就是真實性的核心。 And those three verses are the core of authenticity.

There are two dimensions to authenticity:

真實性有兩面， There are two dimensions to authenticity:

one, being true to yourself, which is very self-directed.

其一是忠於自我，非常自我導向， one, being true to yourself, which is very self-directed.

Two, is other-directed:

其二則是他人導向： Two, is other-directed:

being what you say you are to others.

對外界忠於你所說的。 being what you say you are to others.

And I don't know about you, but whenever I encounter two dimensions,

我不知道你怎麼做，但每當我遇到兩個面向時， And I don't know about you, but whenever I encounter two dimensions,

I immediately go, ahh, two-by-two!

我就馬上想到啊！ 二乘以二！ I immediately go, ahh, two-by-two!

All right? Anybody else like that, no?

有沒有人跟我一樣啊？沒有嗎？ All right? Anybody else like that, no?

Well, if you think about that, you do, in fact, get

當你這麼想的時候，事實上，你就會得到 Well, if you think about that, you do, in fact, get

a two-by-two.

二乘以二。 a two-by-two.

Where, on one dimension it's a matter of being true to yourself.

一方面你得忠於自我。 Where, on one dimension it's a matter of being true to yourself.

As businesses, are the economic offerings you are providing --

在商場上，你所提供的經濟產物， As businesses, are the economic offerings you are providing --

are they true to themselves?

本身是否忠於自我呢？ are they true to themselves?

And the other dimension is:

另一方面： And the other dimension is:

are they what they say they are to others?

它們在別人看來是否如描述的一樣呢？ are they what they say they are to others?

If not, you have,

如果不是，結果就會變成， If not, you have,

"is not true to itself," and "is not what it says it is,"

不忠於自我以及並非如你所說的一樣， "is not true to itself," and "is not what it says it is,"

yielding a two-by-two matrix.

產生一個二乘以二的矩陣圖 yielding a two-by-two matrix.

And of course, if you are both true to yourself,

當然如果你忠於自我， And of course, if you are both true to yourself,

and are what you say you are, then you're real real!

也真如你所說的那樣，那麼你就是真真！ and are what you say you are, then you're real real!

(Laughter)

(笑聲) (Laughter)

The opposite, of course, is -- fake fake.

相反的當然就是假假。 The opposite, of course, is -- fake fake.

All right, now, there is value for fake.

虛假其實還是有價值的。 All right, now, there is value for fake.

There will always be companies around to supply the fake,

總是會有公司提供假的東西， There will always be companies around to supply the fake,

because there will always be desire for the fake.

因為總是會有對假貨的渴望存在。 because there will always be desire for the fake.

Fact is, there's a general rule: if you don't like it, it's fake;

事實上，這有個原則：如果你不喜歡那就是假的; Fact is, there's a general rule: if you don't like it, it's fake;

if you do like it, it's faux.

如果你喜歡那就是人造的。 if you do like it, it's faux.

(Laughter)

(笑聲) (Laughter)

Now, the other two sides of the coin are:

硬幣的另外兩面是： Now, the other two sides of the coin are:

being a real fake --

成為真的假， being a real fake --

is what it says it is,

那就是產品忠於它所說的， is what it says it is,

but is not true to itself,

但卻不是忠於自我的， but is not true to itself,

or being a fake real:

另外就是成為一個假的真： or being a fake real:

is true to itself, but not what it says it is.

忠於自我，但卻不是忠於它所說的。 is true to itself, but not what it says it is.

You can think about those two -- you know, both of these

你可以說這兩種 You can think about those two -- you know, both of these

better than being fake fake -- not quite as good as being real real.

都比假假要來得好--雖然還不如真真的好。 better than being fake fake -- not quite as good as being real real.

You can contrast them by thinking about

你可以拿 You can contrast them by thinking about

Universal City Walk versus

環球影城商店街與 Universal City Walk versus

Disney World, or Disneyland.

迪士尼世界或迪士尼樂園做個比較。 Disney World, or Disneyland.

Universal City Walk is a real fake --

環球影城商店街是真的虛假-- Universal City Walk is a real fake --

in fact, we got this very term

事實上，我們是從 in fact, we got this very term

from Ada Louise Huxtable's book, "The Unreal America."

賀克斯苔博的書「非真實的美國」當中擷取出這個詞的。 from Ada Louise Huxtable's book, "The Unreal America."

A wonderful book, where she talks about Universal City Walk as --

那是一本好書，描述環球影城商店街是假的。 A wonderful book, where she talks about Universal City Walk as --

you know, she decries the fake, but she says, at least that's a real fake,

她譴責假的事物，但是她又說那至少是真的假。 you know, she decries the fake, but she says, at least that's a real fake,

right, because you can see behind the facade, right?

因為你可以看見門面後的東西，對吧？ right, because you can see behind the facade, right?

It is what it says it is: It's Universal Studio;

它如自己所說的它就是環球影城; It is what it says it is: It's Universal Studio;

it's in the city of Los Angeles; you're going to walk a lot.

在洛杉磯市區而且你需要走很多路。 it's in the city of Los Angeles; you're going to walk a lot.

Right? You don't tend to walk a lot in Los Angeles,

在洛杉磯人們不太走路， Right? You don't tend to walk a lot in Los Angeles,

well, here's a place where you are going to walk a lot,

可是在這個地方你可以在戶外走很多路， well, here's a place where you are going to walk a lot,

outside in this city.

就在城市裡。 outside in this city.

But is it really true to itself?

不過它真的忠於自我嗎？ But is it really true to itself?

Right? Is it really in the city?

它真的是在城市裡嗎？ Right? Is it really in the city?

Is it --

它是-- Is it --

you can see behind all of it,

你可以看穿後台的東西， you can see behind all of it,

and see what is going on in the facades of it.

也可以看見前台正在發生的事情， and see what is going on in the facades of it.

So she calls it a real fake.

所以賀克斯苔博說環球影城是真的假。 So she calls it a real fake.

Disney World, on the other hand, is a fake real,

相反的迪士尼世界是假的真， Disney World, on the other hand, is a fake real,

or a fake reality.

或是一個假的現實。 or a fake reality.

Right? It's not what it says it is. It's not really the magic kingdom.

它並非如同它所說的不是真的神奇國度。 Right? It's not what it says it is. It's not really the magic kingdom.

(Laughter)

(笑聲) (Laughter)

But it is -- oh, I'm sorry, I didn't mean to --

噢！抱歉，我並不是故意的， But it is -- oh, I'm sorry, I didn't mean to --

(Laughter)

(笑聲) (Laughter)

-- sorry.

--抱歉。 -- sorry.

We won't talk about Santa Claus then.

我保證不會再說聖誕老公公。 We won't talk about Santa Claus then.

(Laughter)

(笑聲) (Laughter)

But Disney World is wonderfully true to itself.

但是迪士尼世界確實非常忠於自我， But Disney World is wonderfully true to itself.

Right? Just wonderfully true to itself.

極度的忠於自我。 Right? Just wonderfully true to itself.

When you are there you are just immersed

當你在那裡，整個人就沉浸在 When you are there you are just immersed

in this wonderful environment.

那美好的世界裡。 in this wonderful environment.