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導(dǎo)語(yǔ)：

感謝大家訂閱皮埃羅•斯加魯菲（Piero Scaruffi）的鈦媒體72問(wèn).知識(shí)專(zhuān)欄《硅谷的秘密》。我是今天的提問(wèn)者趙何娟。從前面課程中，我們學(xué)習(xí)到了硅谷的失敗文化和風(fēng)險(xiǎn)控制等，我們也發(fā)現(xiàn)，為什么硅谷對(duì)失敗的容忍度那么高，但是同時(shí)硅谷的主流又不是那些發(fā)明者，而只是創(chuàng)新者，皮埃羅之前說(shuō)蘋(píng)果的兩個(gè)創(chuàng)始人里，真正的發(fā)明者是聯(lián)合創(chuàng)始人沃茲，但是人們記住更多的卻只有喬布斯。發(fā)明和創(chuàng)新，似乎有著涇渭分明的界限，這是為什么呢，我們希望就這個(gè)問(wèn)題再與皮埃羅深度探討一下。

正文：

what is special about Silicon Valley, why people think of personal computers as Silicon Valley, why people today think of artificial intelligence as Silicon Valley. 

究竟硅谷有何特別之處，為什么當(dāng)人們想起電腦的時(shí)候就會(huì)想起硅谷，想起人工智能的時(shí)候也會(huì)想起硅谷。

I realized that inventing a new technology is important, usually it's more than one person does it, but anyway it's important, but the impact on society is even more important, because you can invent something that will not be used, you are still a great inventor, but it will not be used that's a limitation, but Silicon Valley has always been very good at understanding how a technology can change the society and they are very good at doing this. So somebody invents the computer, it's a very big machine, but then somebody in Silicon Valley has the idea let's put that machine on a desk, and somebody has the idea let's make it really easy to be used by anybody; and somebody invents the internet and then somebody in Silicon Valley thinks this thing can be used to communicate among ordinary people, from friend to friend, father to son; and then somebody invents the mobile phone, and somebody from Finland invents the smart phone for business people, but then somebody in Silicon Valley thinks let's make it really easy to use and then we can use it daily for everything and we make it also an internet device”.

發(fā)明新技術(shù)固然很重要（通常都是好幾個(gè)人共同發(fā)明），但其對(duì)社會(huì)的影響更為重要。因?yàn)榧词鼓惆l(fā)明的是某種沒(méi)有實(shí)際應(yīng)用的技術(shù)，你依然可以是偉大的發(fā)明家，但是這項(xiàng)技術(shù)是沒(méi)有實(shí)際用途的，這就是其限制所在。而硅谷很清楚的知道科技擁有改變社會(huì)的能力，并且很擅長(zhǎng)這樣做。比如說(shuō)有人發(fā)明了巨型計(jì)算機(jī)，那么硅谷就會(huì)有人就會(huì)想把計(jì)算機(jī)變成家家戶(hù)戶(hù)都能使用的桌面計(jì)算機(jī)，又或者將其變得更容易操作。又例如有人發(fā)明了因特網(wǎng)，那么硅谷就會(huì)想把它變成人們溝通聯(lián)系的通道，朋友之間的，父子之間的聯(lián)系等等。又例如有人發(fā)明了手機(jī)，比如說(shuō)芬蘭的人為了商業(yè)人士發(fā)明了智能手機(jī)，那么硅谷就會(huì)有人跳出來(lái)想要把它變得更加方便使用，并可用在日常生活當(dāng)中，最好還能結(jié)合因特網(wǎng)的功能。

So Silicon has always been very good at understanding what can I do with a new technology, and today it is not so difficult to understand because we have big companies, but if you go back in time, it is interesting that these technologies were invented in other places and other companies in other places where they were bigger and had more money and they could have done what they wanted with this technology, but they didn't think of it. Now it was Silicon Valley that understood how to use that technology to have an impact on society. So that's really interesting. 

硅谷的人特別清楚他們能如何利用某項(xiàng)科技。這在現(xiàn)今社會(huì)來(lái)說(shuō)并不是很難，因?yàn)槲覀冇泻芏啻蠊?。但是如果回到從前，你?huì)發(fā)現(xiàn)新科技往往是由硅谷以外的公司所發(fā)明的，而有趣的是，這些公司有財(cái)有勢(shì)明明可以隨意利用這些科技，但是它們卻根本沒(méi)有想到這點(diǎn)。而硅谷卻能清楚地知道該如何利用某項(xiàng)技術(shù)，并對(duì)社會(huì)產(chǎn)生影響。這真是有趣極了。

First of all, let me tell you what the effect is and then I will analyze why Silicon Valley is so good to do it this thing. Okay you call it innovation, I don't care how you call it, but that's the thing we are focusing on: not the invention itself but the fact that a technology can have an impact on society. So let's first see what is the effect, because I don't want to forget and also it's really what makes Silicon Valley so powerful today.

讓我先來(lái)談?wù)劰韫葘?duì)社會(huì)產(chǎn)生的影響，然后再來(lái)分析他們?yōu)槭裁慈绱松瞄L(zhǎng)這一點(diǎn)。你把這稱(chēng)為創(chuàng)新者，我不管這叫什么，但這就是我們的關(guān)注重點(diǎn)：利用科技對(duì)社會(huì)產(chǎn)生影響。讓我們先談?wù)勂鋵?duì)社會(huì)的影響，這也是硅谷現(xiàn)今擁有如此高的地位的原因。

So what is the biggest company in the world today? Very few people can answer the question. The biggest company by revenue is Walmart, and number two is a Chinese company Sinopec, and number three is probably an oil company. Oil companies are now five of the top ten. If you look at the list of the biggest companies in the world by revenue, there is no Silicon Valley. Those companies have something in common: they're boring and nobody cares about them. You never go and ask so what is the future trend of Sinopec or Walmart. Nobody cares. So Silicon Valley actually does not specialize in the number one company by revenue.

現(xiàn)今社會(huì)最大的公司是什么？沒(méi)有多少人能答對(duì)。我指的是能產(chǎn)生最大利潤(rùn)的公司。答案是沃爾瑪。排第二的是一家中國(guó)公司，叫做中國(guó)石化。排第三的很可能是一家石油公司。 前十名可能有五家都是石油公司。如果你看一下按利潤(rùn)排名的全球最大公司排行榜，你會(huì)發(fā)現(xiàn)硅谷根本不在此列當(dāng)中。那些大公司有一個(gè)共同點(diǎn)，它們都很無(wú)聊，沒(méi)有人在乎它們，根本不會(huì)有人關(guān)心中國(guó)石化或者沃爾瑪?shù)奈磥?lái)。所以說(shuō)硅谷并不怎么擅長(zhǎng)成為最大的公司。

Now there's a company in New York I think that every year does a study about the Global Brands. Global Brands are the brands that have an impact all over the world. I don't remember number one, but it's Apple or Google. And then Facebook is top five. There you get the point. If you look at the Global Brands then Silicon Valley is a big presence, but if you look at the list by revenue there's no Silicon Valley. So Silicon Valley specializes in Global Brands.

紐約有一家公司每年都會(huì)進(jìn)行一項(xiàng)關(guān)于全球品牌公司的調(diào)查，全球品牌公司指的是對(duì)全球有著重要影響力的公司。我不記得具體排名了，但是谷歌和蘋(píng)果應(yīng)該是第一第二，然后臉書(shū)是前五名。因此如果你看的是全球品牌公司排行榜，你會(huì)發(fā)現(xiàn)硅谷占了大部分。而利潤(rùn)公司排行榜中卻不見(jiàn)硅谷蹤影。因此硅谷擅長(zhǎng)的是全球品牌排名這一塊。

Now what does it mean in practice? Virtual reality was invented a long time ago anyway. Artificial Intelligence was invented in 1956. Why were we all talking about Virtual Reality two years ago and realized it was a big thing last year. The whole year there were announcements about Virtual Reality. Because Facebook bought Oculus. Why everybody's talking about artificial intelligence, because Google has Alfago. That's what a global brand does.

那么硅谷對(duì)社會(huì)的影響是什么？虛擬現(xiàn)實(shí)是在很久以前被發(fā)明的，人工智能是在1956年被發(fā)明的。但是為什么直到2年前人們才意識(shí)到虛擬現(xiàn)實(shí)是一項(xiàng)重要的技術(shù)，而直到上年它才被人們傳得沸沸揚(yáng)揚(yáng)？因?yàn)樯夏昴槙?shū)并購(gòu)了Oculus。為什么最近幾年大家都在說(shuō)人工智能，這是因?yàn)楣雀璧陌柗ü?。這就是全球品牌公司的作用。

The global brand decides what the whole world talks about, the global brand decides what you are asking me today, the global brand decides what I lecture when I go to Shanghai and so on. The global brand decides what is popular, what is hot, so a huge advantage. Walmart does not decide what we do tomorrow morning, Apple decides, Google decides, Facebook decides. So that's the effect, the effect is to create a global brand, not the biggest company in the world. Those companies decide the future, that's the effect.

全球品牌公司決定了大家的關(guān)注點(diǎn)，決定了你今天采訪(fǎng)我的話(huà)題，決定了我在上海廣州的演講主題，它們決定了什么是潮流什么是熱點(diǎn)。這是個(gè)不得了的優(yōu)勢(shì)。要知道沃爾瑪并不會(huì)決定你我茶余飯后的話(huà)題，決定的是蘋(píng)果，是谷歌，是臉書(shū)。這就是硅谷對(duì)社會(huì)的影響，也就是創(chuàng)造了全球品牌公司。它們不會(huì)是全球最大的公司，但會(huì)是決定未來(lái)趨勢(shì)的公司。

Now back to the source. So Silicon Valley does not specialize in inventing but specialize in what I call innovation. You can call it something else you know: the impact it has on society. Silicon Valley is a place where the technology comes and people look at it and they are creative with that technology. A technology usually gets invented for the government, military, big business, big banks usually. That's why you invent something. You think of some big, you know, applications. When it comes to Silicon Valley, Silicon Valley looks at it, the society looks at it, and tries to think what can I do with it, and a lot of people mean what fun things can I do with it, because very often it's just for fun, you know, to do something that doesn't exist, so you show it to your friends and your friends say oh that's really cool .

讓我們回到話(huà)題重點(diǎn)。硅谷擅長(zhǎng)的不是發(fā)明某項(xiàng)技術(shù)，而是進(jìn)行改革，也就是將技術(shù)應(yīng)用于改革社會(huì)。科技通常是為政府、軍事、商業(yè)、銀行而發(fā)明的，這些地方往往是科技誕生的地方。而硅谷的作用是，思考如何將科技應(yīng)用于社會(huì)中。硅谷很多人最初想的是如何讓科技變得更加有趣，很多時(shí)候一切都不過(guò)是從趣味出發(fā)：你做出了一些社會(huì)上還沒(méi)有的玩意，然后拿給朋友看，朋友就會(huì)覺(jué)得很有趣。

Sometimes it's for personal use: oh wow I can use this for myself to do whatever you know. Facebook was for keeping track of your friends and Google was just because there was no good search engine and so on. So Silicon Valley is very good at hijacking technology. I use the word hijack like you hijack an airplane. The airplane is going from here to there and you hijack it to go somewhere else. Technology is going from the inventor towards government towards military towards big corporations. But Silicon Valley hijacks the technology, it says “wow this technology looks interesting to do something else”. 

很多時(shí)候他們?yōu)榈牟贿^(guò)是個(gè)人用途，例如臉書(shū)最初為的是跟上朋友圈的動(dòng)態(tài)變化，而谷歌最初成立也是因?yàn)槭忻嫔蠜](méi)有好用的搜索引擎，就是這樣而已。所以硅谷特別擅長(zhǎng)“綁架”技術(shù)，我這里用了“綁架”這個(gè)詞，就好像原本一架飛往特定地方的飛機(jī)，你綁架了它并利用其飛往自己想要的目的地。技術(shù)也是一樣，它們最初被發(fā)明是為了政府、軍事、大公司的，但是硅谷綁架了這些技術(shù)，因?yàn)樗麄冇X(jué)得這些技術(shù)用在其它方面應(yīng)該很有趣。

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