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如何想出金点子

How to find a wonderful idea | OK Go

(多米诺倒下)
(Dominoes fall)
(玩具车开动)
(Toy car)
(桌球滚动)(音乐:
(Ball rolls)
《一切都会过去》)
(Music: “This Too Shall Pass”)
(演唱)
(Singing)
你知道不能让琐事使你心情低落
You know you can’t keepletting it get you down,
也不能让不必要的烦恼跟随着你
and you can’t keep draggingthat dead weight around.
如果没有太多的阻碍
If there ain’t all that much to lug around
从你呱呱坠地起 就疯狂地奔跑吧
better run like hellwhen you hit the ground
当早晨来临的时候
When the morning comes
当早晨来临的时候
When the morning comes
你不能阻止孩子们舞蹈
You can’t stop these kids from dancing,
而又何必这么做呢?
but why would you want to,
特别是当你也有孩子的时候
especially when you’realready getting yours?
(木琴)
(Xylophone)
如果你的心情不愉快 你的身体不摇摆
(Singing) ‘Cause if your minddon’t move and your knees don’t bend,
就不要再埋怨孩子们了
well don’t go blaming the kids again.
(木琴)
(Xylophone)
当早晨来临的时候
(Singing) When the morning comes
当早晨来临的时候
When the morning comes
当早晨来临的时候
When the morning comes
当早晨来临的时候
When the morning comes
当早晨来临的时候
When the morning comes
当早晨来临的时候
When the morning comes
(木琴)
(Xylophone)
随它去吧
(Singing) Let it go,
一切都会过去的
this too shall pass
随它去吧
Let it go,
一切都会过去的
this too shall pass
你知道不能让琐事使你心情低落
You know you can’t keepletting it get you down,
不能让琐事使你心情低落
you can’t keep letting it get you down —
一切都会过去的
this too shall pass
如果没有太多阻碍
If there ain’tall that much to lug around,
你知道不能让琐事使你心情低落
you can’t keep letting it get you down —
一切都会过去的
this too shall pass
当早晨来临的时候
When the morning comes —
你知道不能让琐事使你心情低落
you can’t keep letting it get you down,

no you can’t keep letting it
你不能这样当早晨来临的时候
When the morning comes —
你不能让琐事使你心情低落
you can’t keep letting it get you down,

no you can’t keep letting it
你不能这样当早晨来临的时候
When the morning comes —
你不能让琐事使你心情低落
you can’t keep letting it get you down,

no you can’t keep letting it
你不能这样当早晨来临的时候
When the morning comes —
你不能让琐事使你心情低落
you can’t keep letting it get you down,

no you can’t keep letting it
你不能这样当早晨来临的时候
When the morning comes
(漆弹枪发射)
(Paint guns fire)
(掌声)
(Applause)
达米安·克拉斯: 谢谢
Damian Kulash:Thank you, thanks very much.
非常感谢! 我们是 OK Go 组合
We are OK Go,
我们的乐队组于1998年
and we’ve been togetheras a band since 1998.
但是在过去十年里
But in the last decade,
我们因为精心制作的 音乐视频(MV)而被大家知晓
we’ve become known as muchfor the elaborate music videos,
就像刚才这个
like the one we just saw,
还有视频里伴奏的这些曲子
as for the songs they accompany.
我们一会儿还会再演奏一首
So we will play along with anotherone of those in a few minutes,
但是现在
but in the meantime,
我们希望回答一个被经常问到的问题
we want to address this questionthat we get asked all the time
但说实在的 我们一直 也没有找到太好的答案
but we’ve really never come upwith an adequate answer for it,
这个问题就是: 我们是怎么想出这些点子的
and that is, how do wethink of those ideas?
另外提一下 我们的 MV里也 不全是这种戈德堡机械
The videos are not allRube Goldberg machines, by the way.
去年我们做了一个 在零重力场景下的舞蹈MV
Last year we did a dance in zero gravity,
还有一次我们建了一条障碍赛道
and once we set up an obstacle course
把成千种乐器放在沙漠中
out of thousands of musicalinstruments in the desert,
用一辆特技驾驶的车来演奏他们
and then played themby stunt driving a car through them.
(笑声)
(Laughter)
在其中一个 MV 中
For one of the videos,
我们编排了上百个带着雨伞的人
we choreographedhundreds of people with umbrellas
在东京郊区某个闲置的停车场跳舞
in an abandoned parking lot outside Tokyo,
然后用一台无人机从800米的高空拍摄
and then filmed them from a dronea half a mile in the air.
人们对我们这些创意特别好奇
So it’s all of these ideasthat people are curious about,
但我们却很难解释 我们是怎么想到这些点子的
and the reason we’ve had so much troubledescribing how we think of these ideas
因为我们并不觉得我们“想”到了它们
is that it doesn’t really feellike we think of them at all.
更像是我们“找”到了它们
It feels like we find them.
如果要解释的话——
And by way of explanation —
我有一点强迫症
well, I have a compulsive habit.
我的眼睛几乎总是在 玩视差和透视的游戏
I play parallax and perspective gameswith my eyes pretty much all the time,
从我青少年时期就开始了
and it’s something I’ve been doingsince I was a teenager.
养成这个习惯很可能是因为
And I think the big contributingfactor may have been
我高中的寝室这样乱七八糟
that this is how I decoratedmy high school bedroom.
(笑声)
(Laughter)
作为一名青少年
And being a teenager,
在房间里无非是跟人煲电话粥
what I did in there, of course,was just talk on the phone
而且煲很长很长时间
for staggering amounts of time.
我会陷到这个视觉漩涡中
So I was in this visual maelstrom
通常是坐在一个地方
just pretty muchusually sitting in one place,
盯着眼前的一堆——
and I guess justthe overload in general —
我的大脑会试图去理解 这些图案和规律——比如说
my brain kind of triedto make sense of it, and I would —
如果我稍微歪一下头
If I could move my head offto one side a little bit,
在我眼里桌子的边沿就完美地
the edge of the deskwould line up just perfectly
和对面墙上的海报对齐了; 或者如果我伸出
with that poster on the opposite wall;
我的大拇指
or if I put my thumb out,
我可以依次闭上我的左眼 再换成右眼
I could close first my left eyeand then my right,
我的拇指看上去会像是在前后跳动
and my thumb would bounce back and forth
就在吉米·亨得利斯海报的 左右眼之间跳动
between Jimi Hendrix’sleft eye and his right.
(笑声)当然
(Laughter)
我并不是有意识地在做这些
It was not a conscious thing, of course,
就像当你讲话的时候可能会胡乱涂写
this is just kind of the equivalentof doodling while you’re talking,
而且时至今日我还是经常会这样做
and it’s still somethingI do all the time.
这是我的妻子 克莉丝汀——
This is my wife, Kristin —
(掌声)
(Applause)
耶!
Yeah!
哇奥!
Woo!
我们经常出去吃饭
And it’s not uncommonthat we are out at dinner,
正聊得热火朝天的时候 她突然就安静了
and in the middle of a great conversationshe’ll just stop mid-sentence,
而当她停下来的时候 我就会 意识到我肯定又干了什么奇怪的事情
and when she stops is when I realizethat I’m the one who’s acting weird
因为发现我整个身体 正在不安分地扭动
because I’m like bobbing and weaving.
事实上 我正在努力 把她背后那棵树跟她对齐
And what I’m trying to dois get that ficus back there
让它像一根马尾辫一样 从她后脑勺伸出来
to stick out of her head like a ponytail.
(笑声)
(Laughter)
我告诉大家这些的原因是——
The point of telling youall this is that —
对我来说 这就是找到新点子的感觉
for me this is what it feels liketo have an idea.
它就好像是由零碎的部件组成
It’s like they’re madeof these disparate parts,
而这些零碎部件很随机地浮现在周围
these disparate chunkssort of floating out there.
当你具有足够的感应及观察能力
And if you’re receptiveand you’re observant,
更关键的是 当你处于观察的最佳位置
and crucially, if you’rein exactly the right place,
你就能让它们刚好对齐所以
you can get them to just line up.
如果你习惯于——
So if you get used to —
如果你在工作中 运用这样的思考模式的话
if it’s your jobto think of ideas this way,
那么这些点子就会召唤你
they’ll start beckoning to you
就像来自海报上吉米的眼睛的召唤
the way that Jimi’s eyesbeckoned from that poster,
或者是克莉丝汀脑后 探出的榕树的召唤
or the ficus beckonsfrom behind Kristin’s head.
写歌就像是不停地重复这个过程
Writing music feels like that processjust over and over again,
就像是你得到了一系列声音 一段节奏或者一个和弦
like you’ve got a bunch of soundsor a groove or a chord progression
而你还需要寻找另一样东西
and you’re just lookingfor that thing on the other side,
寻找另外一小块恰恰般配的拼图
that little chunk over there,that puzzle piece that clicks right in.
当拼图刚好合上的时候
And when it does click,
那种感觉并非是你“想出”了那块拼图
it doesn’t feel like youthought up that puzzle piece,
而是感觉你“找到”它了
it feels like you found it —
就好像解锁了一组联系物
like it was a set of relationshipsthat you unlocked.
但是对于那些 MV 的制作
But with the videos in particular,
我们常常在寻找一种特别的感觉
we’re usually lookingfor this specific feeling
这种感觉叫做“神奇”
which is wonder.
这种“神奇”中往往带有惊喜的成分
And there’s always a componentof surprise to wonder,
所以我们不仅是在寻找好点子
so we’re not just looking for good ideas,
我们找的好点子需要 以某种方式让我们感到惊喜
we’re looking for good ideasthat surprise us in some way.
于是问题就来了
And this causes something of a problem,
因为……
because …
我们用来制作这些东西的过程
the process that we all use to make stuff,
其实对这些奇思妙想是非常不友好的
it actually has a very strong biasagainst surprising ideas.
我现在所讲的过程 其实大家都很熟悉—— 我们每时每刻都在用
The process I’m talking aboutis the one you all know —
你想到
we all do it all the time.
了一个点子
You think of an idea.
然后你就坐在那儿 思考着这个绝佳的点子
You just sit and thinkof your brilliant idea
接着你制定了一个计划
and then you come up with a plan
来实现这个想法
for how you’re going to makethat idea happen.
然后在你的脑海里
And then with that plan in mind,
你不断来回思考你的初始想法
you go back and double-checkyour original idea
或许会加以修正
and maybe revise it,
接着继续来回思考你的想法和计划
and then bouncing back and forthbetween the idea and the plan,
徘徊其中 直到你终于想出
the plan and the idea,
了一个极好的计划
eventually you come upwith a truly great plan.
而只有当个计划最终确定时
And then once you have that,and only then,
你才动手开始实施计划
do you go out and you execute.
这就好像——
And this is like —
可以说是一种完美的体系
this is sort of a flawless system
能最大限度地利用你的资源
in terms of maximizing your resources,
因为这个东西——它非常便宜
because this — super cheap.
思考常常花费甚少
Thinking usually costs very little,
但实施过程往往是十分昂贵的
but this is really expensivemost of the time,
所以开始行动前
so by the time you get there,
你要确定你真的准备妥当了
you want to make sureyou’re super prepared
并且能把你的想法都 毫无遗留地榨取出来
and you can squeeze every last dropout of what you’ve got.
然而这个过程存在很多问题
But there are problems with this,
而数学能告诉我们最大的问题是什么
and math will help usreveal the biggest one.
让我们回到刚才展示的 MV
Go back to that videothat we just showed you.
那个戈德堡机械
That Rube Goldberg machine,
它大概有130个互动关节
it had about 130 interactions in it.
也就是说按照计划
That was 130 things
我们需要这130个东西正常运作
that we had to have goaccording to our plan.
那么假设我们现在想录一段新的 MV
So let’s assume that we wantto make a new video now,
跟之前同样复杂—— 有130个活动部件
similarly complex — 130 moving parts.
如果我们制订了相当好的计划
If we’re really good plannersin that system,
那么我们也许能够达到
it seems like maybewe could be good enough
这个系统每个部件90%的可靠性
to get every part of that systemto be 90 percent reliable.
90%听起来还不错吧?
90 percent sounds good, right?
然而并非如此
Well, it’s not.
它其实烂透了 数据是这么显示的
It’s terrible actually.The numbers say so.
在同一时间所有130个部件不失败的几率
The chance of getting all 130 thingsto not fail at the same time
是0.9的130次方
is .9 for 90 percent to the 130th power.
所以计算结果出来了:
So calculate that out and you get …
(叮)
(Ding)
0.000001
.000001,
也就是1%的万分之一
which is one ten-thousandthof one percent,
也就是说 成功几率是百万分之一
so your chance for successis literally one in a million.
(哨声)
(Whistle)
(笑声)
(Laughter)
这样的赌局我是一定不会参加的
I mean that’s not a gamble I want to take,
那我们试试看提高 这个可靠性
so let’s ratchet upthat reliability to 99 percent.
提到99%0.99的130次方等于:
.99 to the 130th power is …
(叮)
(Ding)
0.27 也就是27%
.27 — 27 percent.
明显没那么吓人了——
Significantly less daunting —
看上去好像行得通
like this might even be usable.
但你仔细想想
But really think about that.
你生活中有多少事情是99%可靠的呢?
How many parts of your livesare 99 percent reliable?
你真的能让130个部件 都在同一时间成功吗?
And could you really get 130 of themall in one place at once?
而如果你确实做到了
And if you really could,
你难道不觉得成功也是应该的吗?
doesn’t it seemlike you deserve to succeed?
就像是……
Like that is —
它必须得成功的 对吧?
that thing is going to work, right?
但并没有 它失败的次数 其实是成功次数的三倍
But no, it actually fails three timesmore often than it succeeds.
所以我想说的是
So the upshot of all this
如果你的项目比较复杂——你懂的
is that if your projectis pretty complex —
所有伟大的项目都很复杂
like, you know,every ambitious project is —
如果有许多活动部件
if you’ve got a lot of moving parts,
你能做的可能只是把 现成的
you’re basically constrainedto just reshuffling ideas
已经被证明100%可靠的那些点子 翻来覆去地推敲
that have already demonstrablyproven that they’re 100 percent reliable.
那么让我们回到之前的场景 我举起大拇指
So now go back to me sittingwith my thumb in the air
尝试组成某个神奇的东西
trying to line up something surprising.
如果我唯一所能考虑的
If the only things I’m allowedto consider in the first place
仅仅是那些被翻来覆去 用烂掉的点子的话
are ideas that have already been doneover and over and over again,
我就完蛋了
I am screwed.
幸好还是有办法的
However, there are ways around this,
因为我们都知道 还有那么多点子 仍未被尝试、
because we all know that there aretons of untried ideas still out there,
未被发掘而其中不少点子也会如 我们所需要的一样可靠
and plenty of them will turn outto be every bit as reliable as we need,
只是在做计划的这个阶段
it’s just that we don’t yet knowthey are reliable
我们还不知道它们很可靠而已
when we are at this planning phase.
那么我们需要做的就是
So what we do is we tryto identify some place
找到这个可能有许多 未被尝试的点子的地方
where there might just bea ton of those untried ideas.
我们去找到这样一个沙盘
We try to find a sandbox
然后我们赌上一大堆资源
and then we gamblea whole bunch of our resources
把我们扔进沙盘里各种折腾
on getting in that sandbox and playing.
(笑声)
(Laughter)
因为我们必须坚信 这个折腾沙盘的过程
Because we have to trustthat it’s the process in the sandbox
能够告诉我们 哪些点子不但非常惊人
that will reveal to uswhich ideas are not only surprising,
而且也出乎意料地可靠
but surprisingly reliable.
这是我们最早开始 做 MV 时的一些沙盘演练
So some of the sandboxesthat we’ve started videos with.
来倒腾视觉错觉效果吧
Let’s play with optical illusions.
在移动的平面上跳舞吧
Let’s try to dance on moving surfaces.
来试试用激光切割机烤面包呗
Let’s try to make toastwith a laser cutter.
或者在零重力飞机里倒腾点什么呗
Or let’s do something in oneof those zero-gravity airplanes.
当然我们不是坐在那儿发呆
But then insteadof actually trying to sit there
苦思冥想着到底要倒腾些什么
and think out what that something is,
而是花了整整三分之一的预算 跑进一架“呕吐彗星” (减重力飞机)里
we spent a full third of our budgetgetting in an actual Vomit Comet
疯狂弹跳了一个礼拜
and bouncing off the walls for a week.
在你们看来 这像是某种测试
So this may seem to you like testing,
但真的不是
but it really isn’t,
因为这时候我们甚至不知道
because at this pointwe don’t yet know what our idea is,
点子在哪里我们并没有任何要测试的计划
we don’t have a plan to be testing.
所以我们只是——
So we’re just —
我们只是在玩
we’re just playing,
在尝试我们能想到的所有
we’re just trying everythingwe can think of,
因为我们要让思维的空间 堆满乱七八糟的东西
because we need to get this idea spacefilled up with a chaos
就像我高中时期的卧室一样
like the one in my high school bedroom.
因为只有这样 如果我们做那种 上下左右挪动的动作
Because then, if we cando the bob and weave thing,
然后当我们竖起大拇指 让这些东西对齐——(叮)
if we can put our thumbs upand get just a few things to line up —
我们
(Ding)
就很可能发现一些 其他人从未尝试的事情
chances are no one else has ever madethose same things line up before.
而当我们完成了整个项目之后
And when we’re done with that project,
其他人又问我们 怎样想出这些点子的
people will ask us againhow we thought of that idea,
我们就会很懵 因为在我们看来
and we’ll be stumped,because from our perspective,
根本不是我们“想出”了它
it doesn’t feel likewe thought of it at all,
而是我们“找到”了它
it just feels like we found it.
现在我们为大家播放另一段 MV 以及伴奏歌曲
So we’ll play another video for you nowand the song along with it.
歌曲名称是《这一瞬》这个
This is for the song “The One Moment,”
MV 的沙盘主题就是 弹道学和数学
and for this one,the sandbox was ballistics and math.
我花了一整个月的时间 整理出了一大份电子表格
So I spent a full month putting togethera giant spreadsheet for this.
我的工作区好像有400行那么长
It was like my playspacewas 400 lines long
还有25列那么宽——
and 25 columns wide —
我猜如果有人能听懂的话 估计都在这屋子里了
which I presume that if anybody is goingto understand that, it’s this crowd.
(笑声)
(Laughter)
乱七八糟的表格什么的最棒了
Nothing is betterthan a giant spreadsheet, right?
对吧?
(Laughter)
(笑声)谢谢大家倾听 非常感谢
Well, thank you everyone, very much.
我们是 OK Go
We are OK Go,
《这一瞬》献给大家
and this is called “The One Moment.”
(掌声)
(Applause)
《这一瞬》
[The One Moment]
(爆炸)
(Explosions)
刚才的一切都是真实发生的
[What you just saw was real
全程只有4.2秒
and it took 4.2 seconds]
(影片语音)准备好了开始
(Video) Let me know when it’s safe.
(打击乐器)
(Percussion)
让我们把刚才同样的过程
[Here’s the same moment …
用慢镜头播放
slowed down.]
(音乐)
(Music)
(吉他)
(Guitar)
(唱)你说的对
(Singing) You’re right,
没什么比它更可爱
there’s nothing more lovely,
没什么比它更深邃
there’s nothing more profound
它就是必然
than the certainty,
必然这一切都会消逝
than the certaintythat all of this will end
这一切都会消逝
That all of this will end
所以向我张开你的怀抱吧
So open your arms to me,
向我张开你的怀抱吧这
open your arms to me
才是最重要的一瞬这
And this will bethe one moment that matters,
才是值得铭记的事这
and this will bethe one thing we remember,
才是存在世间的理由这
and this will bethe reason to have been here,
才是最重要的一瞬
and this will bethe one moment that matters —
哦……
Oh …
(吉他)
(Guitar)
(唱)当我们的脚印被泥土洗刷
(Singing) So while the mudreclaims our footprints,
当我们的尸骨还在缅怀过去
and while our bones keep looking back
杂草已经丛生 覆盖蜿蜒小径
at the overgrowththat’s swallowing the path —
唯上帝恩典
but for the grace of God go we,
指引我前行唯上帝恩典
but for the grace of God go we
指引我前行但时间与机遇不饶人 熵增原理残酷地主宰……
But for the grace of time and chanceand entropy’s cruel hands —
所以向我张开你的怀抱吧
So open your arms to me,
向我张开你的怀抱吧这
open your arms to me
才是最重要的一瞬这
And this will bethe one moment that matters,
才是值得铭记的事这
and this will bethe one thing we remember,
才是存在世间的理由这
and this will bethe reason to have been here,
才是最重要的一瞬
and this will bethe one moment that matters
哦……
Oh …
难道你不想在这里与我一起
So won’t you stay here with me
我们不断创造 直到双手磨出水泡
and we’ll build’til we’ve blistered our hands
难道你不想在这里与我一起 让我们搭建寺庙
So won’t you stay here with meand we’ll build us some temples,
让我们搭建城堡
build us some castles,
让我们搭建石碑
build us some monuments
再把它们统统毁掉
and burn them all right down
(音乐)
(Music)
(唱)所以向我张开你的怀抱吧这
(Singing) So open your arms to me
才是最重要的一瞬这
And this will bethe one moment that matters,
才是存在世间的理由这
and this will bethe reason to have been here,
才是值得铭记的事这
and this will bethe one thing we remember,
才是最重要的一瞬
and this will bethe one moment that matters
难道你不想在这里与我一起
So won’t you stay here with me,
我们不断创造 直到双手磨出水泡这
we’ll build ’til we blister our hands
才是最重要的一瞬
And this will bethe one moment that matters —
难道你不想在这里与我一起 让我们搭建寺庙这
So won’t you stay here with meand build us some temples —
才是最重要的一瞬
This will be the onemoment that matters —
让我们搭建寺庙
Build us some temples —
最重要的一瞬
The one moment that matters —
让我们搭建石碑
Build us some monuments —
最重要的一瞬
The one moment that matters
让我们搭建寺庙
Build us some temples —
最重要的一瞬
The one moment that matters.
让我们搭建石碑
Build us some monuments —
最重要的一瞬
The one moment that matters, oh
哦(吉他)
(Guitar)
(掌声)
(Applause)

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视频来源

https://www.youtube.com/watch?v=WyOSqjIABe0

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