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So, everybody ready? OK. Off you go.
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ๆบๅใฏใใใงใใ ๏ผ OK, ใดใผ
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You โ ve got 30 seconds, you โ d better be fast.
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30็งไปฅๅ
ใงใใใ้ใใ้ใ
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Come on: those masterpieces...
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ใปใใๅไฝใๆใใฆใใ ใใใ
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OK? Stop. All right, now.
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OK? ในใใใใงใใใใใใใ
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(Laughter) Yes, lot โ s of laughter. Yeah, exactly.
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(็ฌ) ใฏใใ็ฌใใ่ตทใใฆใใพใใญใใใใงใใญ
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Lots of laughter, quite a bit of embarrassment.
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ๅคงใใช็ฌใใ่ตทใใฆใใพใใญใใกใใฃใจๆฅใใใใใงใใใ ๏ผ
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(Laughter) Am I hearing a few "" sorry โ s ""? I think I โ m hearing a few sorry โ s.
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(็ฌ) ใใใใใชใใใใใใใคใ่ใใใพใใใญ ๏ผ ใใใ็ตถๅฏพใใใใใชใใใใฃใฆ่ใใใฆใใพใใ
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Yup, yup, I think I probably am.
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ใฏใใใฏใใใใฃใฑใ่ใใใฆใพใ
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And that โ s exactly what happens every time, every time you do this with adults.
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ใใใฆใๅคงไบบใซๅฏพใใฆใใฎๅฎ็ฟใใใใจใใซใฏใใคใๅฟ
ใ่ตทใใ็พ่ฑกใงใ
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McKim found this every time he did it with his students.
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ใใใฆใใใญใ ใๅญฆ็ใจๅฎ็ฟใใใใจใใซใใใใใ่ตทใใพใใ
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He got exactly the same response: lots and lots of sorry โ s.
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ๅฝผใๅ
จใๅใๅๅฟใ็ฎใซใใพใใ ๏ผ ้ๅธธใซใใใใใฎใใใใใชใใใใงใ
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(Laughter) And he would point this out as evidence that we fear the judgment of our peers, and that we โ re embarrassed about showing our ideas to people we think of as our peers, to those around us.
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(็ฌ) ๅฝผใใใใซใใฃใฆ็คบใใใฎใฏ็ง้ใฏไปฒ้ใใใฎๅคๆญใๆใใพใใ็ง้ใฎๅจใใฎไปฒ้ใซ่ชๅ่ช่บซใฎใขใคใใขใ่ฉฑใไบใๆฅใใใใๆใฃใฆใใพใใจใใไบใงใ
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And this fear is what causes us to be conservative in our thinking.
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ใใใฆใใใฎๆใใฏ็ง้ใฎ่ใใไฟๅฎ็ใชใใฎใซใใฆใใพใใฎใงใ
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So we might have a wild idea, but we โ re afraid to share it with anybody else.
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ใคใพใใ็ง้ใฏใฉใใช็ช้ฃใชใขใคใใขใๆใฃใฆใใฆใใใใไปใฎไบบใใกใจๅ
ฑๆใใใใจใซใใณใใฆใใพใฃใฆใใพใ
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OK, so if you try the same exercise with kids, they have no embarrassment at all.
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ใจใใใๅญไพใใกใ็ธๆใซๅใๅฎ็ฟใใใฆใฟใใจๅญไพใใกใฏไฝใๆฅใใใใใใพใใ
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They just quite happily show their masterpiece to whoever wants to look at it.
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ๅญไพใใกใฏใจใฆใๆฅฝใใใใซๆใใๅไฝใๅจใใฎไบบใฟใใชใซ่ฆใใใฎใงใ
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But as they learn to become adults, they become much more sensitive to the opinions of others, and they lose that freedom and they do start to become embarrassed.
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ใใใใๅฝผใใๅคงไบบใซใชใใซใคใใฆๅฝผใใฏใใไปไบบใฎๆ่ฆใซๆๆใซใชใฃใฆใใพใใใฎ่ช็ฑใๅคฑใใๆฅใใใใใใใใซใชใใฎใงใ
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And in studies of kids playing, it โ s been shown time after time that kids who feel secure, who are in a kind of trusted environment โ they โ re the ones that feel most free to play.
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ๅญไพใฎ้ใณใซใคใใฆใฎ็ ็ฉถใงๅฎๅฟใงใใฆใใใใฆไฟก้ ผใงใใ็ฐๅขใซ็ฝฎใใใๅญไพใใกใฏใใ่ช็ฑใซ้ใถใจใใใใจใ็นฐใ่ฟใ็คบใใใฆใใพใ
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And if you โ re starting a design firm, let โ s say, then you probably also want to create a place where people have the same kind of security.
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ใคใพใใใใจใใฐใใใใชใใใใถใคใณไผ็คพใ่จญ็ซใใใจใใใชใใฏใใกใใใใฎใใใชๅฎๅฟๆใฎใใ่ทๅ ด็ฐๅขใใคใใใใใงใใใญ
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Where they have the same kind of security to take risks.
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ใชในใฏใๅใใฆใๅคงไธๅคซใจใใๅฎๅฟๆใใใใใจ
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Maybe have the same kind of security to play.
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ใใใใใ้ใใงใใใใจใใๅฎๅฟๆใใงใ
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Before founding IDEO, David said that what he wanted to do was to form a company where all the employees are my best friends.
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IDEOใๅต่จญใใๅใซใใใคใใใใฏๅ
จใฆใฎๅพๆฅญๅกใ่ชๅใฎ่ฆชๅใงใใใจใใไผ็คพใ่จญ็ซใใใใจ่จใฃใฆใใพใใ
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Now, that wasn โ t just self-indulgence.
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ใใใฏๆฑบใใฆใใใใพใพใชใใฎใงใฏใใใพใใ
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He knew that friendship is a short cut to play.
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ๅฝผใฏๅๆ
ใ้ใถใใจใธใฎ่ฟ้ใ ใจ็ฅใฃใฆใใใฎใงใ
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And he knew that it gives us a sense of trust, and it allows us then to take the kind of creative risks that we need to take as designers.
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ใใใฆใใใฎๅๆ
ใ็ง้ใซไฟก้ ผๆใใใใใใใถใคใใผใจใใฆๅใใชใใฆใชใใชใๅต้ ็ใชใชในใฏใๅใใใจใๅฎนๆใซใใฆใใใใฎใงใ
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And so, that decision to work with his friends โ now he has 550 of them โ was what got IDEO started.
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ๅ้ใจไธ็ทใซๅใใจใใๆฑบๆญใงIDEOใฏๅงใใใใใฎใงใใใฎๅ้ใไปใงใฏ550ไบบใซใชใใพใใ
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And our studios, like, I think, many creative workplaces today, are designed to help people feel relaxed: familiar with their surroundings, comfortable with the people that they โ re working with.
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็ง้ใฎในใฟใธใชใใไปใฎๅคใใฎๅต้ ็ใช่ทๅ ดใฏใใใซๅใไบบใ
ใใชใฉใใฏในใงใใใใใซใใถใคใณใใใฆใใพใๆ
ฃใ่ฆชใใใ ใใฎใซๅฒใพใๅ
ฑใซๅใๅๅใจๅฟซ้ฉใซๅใใ
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It takes more than decor, but I think we โ ve all seen that creative companies do often have symbols in the workplace that remind people to be playful, and that it โ s a permissive environment.
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ใใใฏ่ฃ
้ฃพไปฅไธใฎใใฎใงใใใฏใชใจใคใใฃใใชไผ็คพใฏๅคใใฎๅ ดๅใ้ใถใใจใ็ใซๆใ่ตทใใใใใทใณใใซใ่ทๅ ดใซๆใฃใฆใใๅฏๅคงใช่ทๅ ด็ฐๅขใซใชใฃใฆใใพใ
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Don โ t know the reason for the pink flamingos, but anyway, they โ re there in the garden.
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ใใณใฏใฎใใฉใใณใดใฎๆๅณใฏๅ
จ็ถใใใใพใใใ โฆ ใงใใจใซใใใ Googleใฎไธญๅบญใซ็ฝฎใใฆใใใพใ
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Or even in the Swiss office of Google, which perhaps has the most wacky ideas of all.
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ในใคในใฎGoogleใซใฏใใถใๆใๅคใกใใใใชใทใณใใซใใใใพใ
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And my theory is, that โ s so the Swiss can prove to their Californian colleagues that they โ re not boring.
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ในใคในๆฏ็คพใฎไบบใใกใฏใซใชใใฉใซใใขใฎๅๅใซ่ชๅใใกใฏใคใพใใชใใชใใใ ใจ็คบใใใจใใฆใใใใ ใจๆใใพใ
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So they have the slide, and they even have a fireman โ s pole.
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ในใคในGoogleใซใฏๆปใๅฐใใๆถ้ฒ็ฝฒใฎใใใชๆปใๆฃใใใใพใ
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Don โ t know what they do with that, but they have one.
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ใใใงไฝใใใใๅใใใพใใใ
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So all of these places have these symbols.
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ใใฎใใใชๅ ดๆใซใฏใในใฆใใทใณใใซใใใใฎใงใ
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Now, our big symbol at IDEO is actually not so much the place, it โ s a thing.
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ใใใฆใ IDEOใฎใทใณใใซใฏๅ ดๆใจใใใใใ็ฉใงใ
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And it โ s actually something that we invented a few years ago, or created a few years ago.
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ใใใฏ็ง้ใ2,3ๅนดๅใซ็บๆใใใจใใใๅตใฃใใใฎใงใ
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It โ s a toy; it โ s called a "" finger blaster. "" And I forgot to bring one up with me.
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ใใใฏใใใกใใงใใใใฃใณใฌใผใใฉในใฟใผใจ่จใใพใ็งใฏๆใฃใฆใใใฎใๅฟใใฆใใพใฃใใฎใง
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So if somebody can reach under the chair that โ s next to them, you โ ll find something taped underneath it.
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ใฉใชใใใใใใฎๅธญใฎไธใซใใใใฎใๅใฃใฆใใใ ใใพใใใใใซไฝใใใใผใใง็ใใฆใใใพใ
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That โ s great. If you could pass it up. Thanks, David, I appreciate it.
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ใใใงใใใใใใใ็งใซๆธกใใฆใใใใ โฆ ใใใใจใ
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So this is a finger blaster, and you will find that every one of you has got one taped under your chair.
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ใใใใใใใใฃใณใฌใผใใฉในใฟใผใงใใ็ใใใฎๆค
ๅญใฎไธใซใใใผใใง็ใใฆใใใพใ
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And I โ m going to run a little experiment. Another little experiment.
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ใใใใใใไธใคใกใใฃใจใใๅฎ้จใใใฆใฟใใใจๆใใพใ
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But before we start, I need just to put these on.
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ใงใๅงใใๅใซใ็งใซใใใ็ใใใใฆใใ ใใ
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Thank you. All right.
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ใใใใจใใๅคงไธๅคซ
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Now, what I โ m going to do is, I โ m going to see how โ I can โ t see out of these, OK.
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ใงใฏใไปใใ็งใใใใฎใฏ โฆ ใใ็ใใฆใใ่ฆใใชใใชใใใฃ่ฆใใ
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I โ m going to see how many of you at the back of the room can actually get those things onto the stage.
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ใใฎ้จๅฑใฎใฉใใ ใใฎไบบใในใใผใธใพใง้ฃใฐใใใ่ฆใใใฎใงใ
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So the way they work is, you know, you just put your finger in the thing, pull them back, and off you go.
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ใใฃใณใฌใผใใฉในใฟใผใฎไฝฟใๆนใฏใใใซๆใๅ
ฅใใฆๅพใใซๅผใใฆใๆพใใ ใใงใ
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So, don โ t look backwards. That โ s my only recommendation here.
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ๅพใใๆฏใๅใใชใใใใซใใใใใใพใ
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I want to see how many of you can get these things on the stage.
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ใฉใใ ใใฎไบบใใใใพใง้ฃใฐใใใงใใใ ๏ผ
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So come on! There we go, there we go. Thank you. Thank you. Oh.
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ใใใฉใใใใใๆใใใใๆใใใใใใจใใใใใใจใ
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I have another idea. I wanted to โ there we go.
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ใใฃ ๏ผ ใใใใจๆใใคใใใใใใใใ โฆ โฆ ใใๆใใ ใญ
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(Laughter) There we go. (Laughter)
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(็ฌ) ใใใญ (็ฌ)
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Thank you, thank you, thank you.
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ใใใใจใใใใใใจใ
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Not bad, not bad. No serious injuries so far.
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ๆชใใชใใญใไปใฎใจใใๆญปๅท่
ใฏๅบใฆใใพใใ
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(Laughter) Well, they โ re still coming in from the back there; they โ re still coming in.
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(็ฌ) ใพใ ๅพใใฎๆนใใ้ฃใใงใใฆใพใใญใพใ ใในใใผใธใพใง้ฃใใงใใ
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Some of you haven โ t fired them yet.
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ใพใ ไฝไบบใใฏ็บๅฐใใฆใชใใงใใญ
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Can you not figure out how to do it, or something?
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็บๅฐใฎไปๆนใใใใใชใใชใใฆไบใฏ็กใใงใใใญ
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It โ s not that hard. Most of your kids figure out how to do this in the first 10 seconds, when they pick it up.
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ใใใชใซ้ฃใใใชใใงใใใๅคงๆตใฎๅญไพใใกใฏๆใซๅใฃใฆ10็งใปใฉใงไฝฟใๆนใใในใฟใผใใพใใใ
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All right. This is pretty good; this is pretty good.
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ใใใฏใใชใ่ฏใใญใๆฌๅฝใซ่ฏใๆใใงใ
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Okay, all right. Let โ s โ I suppose we'd better...
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ใใใใใใใใใใจใใใใ
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I'd better clear these up out of the way; otherwise, I โ m going to trip over them.
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ๅฐใ็ไปใใฆใใใชใใจ่ธใใง่ปขใณใใใงใ
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All right. So the rest of you can save them for when I say something particularly boring, and then you can fire at me.
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ใใๅคงไธๅคซใใพใ ๆใฃใฆใใไบบใฏ็งใไฝใใคใพใใชใใใจใ่จใฃใๆใซ็บๅฐใใฆใใ ใใ
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(Laughter) All right. I think I โ m going to take these off now, because I can โ t see a damn thing when I โ ve โ all right, OK.
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(็ฌ) ็ผ้กใฏใใใใใชใใงใใญใใใ็ใใฆใใใจใปใใจใซๅใ่ฆใใซใใใฆใใใๅคงไธๅคซใ
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So, ah, that was fun.
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ใฏใใๆฅฝใใใฃใ
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(Laughter) All right, good.
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(็ฌ) ใใ
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(Applause) So, OK, so why?
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(ๆๆ) ใชใใใใๅฟ
่ฆใชใใงใใใ ๏ผ
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So we have the finger blasters. Other people have dinosaurs, you know.
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็ง้ใฏใใฃใณใฌใผใใฉในใฟใผใๆใฃใฆใใฆใไปใซใฏๆ็ซใใใ
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Why do we have them? Well, as I said, we have them because we think maybe playfulness is important.
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ใชใใใฎใใใชใทใณใใซใๅฟ
่ฆใชใฎใงใใใใ ๏ผ ใชใใชใ็ง้ใฏ้ใถๅฟใฏ้่ฆใ ใจ่ใใฆใใใใใงใ
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But why is it important?
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ใงใฏใชใ้่ฆใชใฎใ ๏ผ
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We use it in a pretty pragmatic way, to be honest.
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ๆญฃ็ดใซ่จใฃใฆ็ง้ใฏใใใๅฎ็จ็ใชๅฝขใง็จใใฆใใพใ
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We think playfulness helps us get to better creative solutions.
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็ง้ใฏ้ใถไบใงใใๅต้ ็ใช่งฃๆฑบๆณใ่ฆใใ ใไบใๅบๆฅใใจ่ใใฆใใพใ
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Helps us do our jobs better, and helps us feel better when we do them.
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็ง้ใฎไปไบใใใ่ฏใใไปไบใใใฎใๅฟซ้ฉใซใใฆใใใใฎใงใ
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Now, an adult encountering a new situation โ when we encounter a new situation we have a tendency to want to categorize it just as quickly as we can, you know.
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ๅคงไบบใๆฐใใ็ถๆณใซ็ด้ขใใใจ โฆ ็ง้ใฏๆฐใใ็ถๆณใซ็ด้ขใใใจใๅบๆฅใใ ใๆฉใใใใๅ้กใใๅพๅใซใใใพใ
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And there โ s a reason for that: we want to settle on an answer.
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ใใใฆใใใใซใฏใใ็็ฑใใใใพใใ็ง้ใฏ็ญใใ่ฆๅบใใใใฎใงใ
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Life โ s complicated; we want to figure out what โ s going on around us very quickly.
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ไบบ็ใฏ่ค้ใงใใใ่บซใฎๅใใซ่ตทใใฃใฆใใไบใ็ด ๆฉใ็่งฃใใใ
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I suspect, actually, that the evolutionary biologists probably have lots of reasons [for] why we want to categorize new things very, very quickly.
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็งใๆใใซใ้ฒๅ็็ฉๅญฆ่
ใฏใใใใไบบ้ใใชใ็ฉไบใใใใชใซๅ้กใใใใใฎใใจใใ็็ฑใๅคใ็ฅใฃใฆใใใงใใใ
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One of them might be, you know, when we see this funny stripy thing: is that a tiger just about to jump out and kill us?
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ใใฎ็็ฑใฎไธใคใจใใฆ็ธๆจกๆงใฎใใฎใ่ฆใใใใใฏ่ชๅใซ่ฅฒใใใใฃใฆๆฎบใใซใใใฃใฆใใ่ใ
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Or is it just some weird shadows on the tree?
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ๆจใฎใใ ้ข็ฝใๅฝขใฎๅฝฑใ
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We need to figure that out pretty fast.
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ใใฎใใใชไบใใใใซๅคๆญใใชใใฆใฏใชใใพใใ
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Well, at least, we did once.
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ใใคใฆใฏใใใงใใใ
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Most of us don โ t need to anymore, I suppose.
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็ง้ใฎๅคใใฏใใใใใชไบใฏใใชใใฆใใใ
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This is some aluminum foil, right? You use it in the kitchen.
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ใใใฏใขใซใใใคใซใงใใใญใๅฐๆใงไฝฟใใใฎ
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That โ s what it is, isn โ t it? Of course it is, of course it is.
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ใใใใใใฎใงใใใญใใใกใใ
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Well, not necessarily.
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ใงใใๅฟ
ใใใใใใงใชใใใงใ
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(Laughter) Kids are more engaged with open possibilities.
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(็ฌ) ๅญไพใใกใฏใใๅบใๅฏ่ฝๆงใ่ฆใใ ใใใจใๅบๆฅใใฎใงใ
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And this openness is the beginning of exploratory play.
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ใใฎ้ๆพๆงใๆข็ดข็ใช้ใณใฎๅงใพใใชใฎใงใ
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Any parents of young kids in the audience? There must be some.
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ๅนผใใๅญใใใฎใใๆนใฏ ๏ผ ไฝไบบใใฏใใใฃใใใใงใใใ
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Yeah, thought so. So we โ ve all seen it, haven โ t we?
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ใปใใใงใฏใ่ฆงใซใชใฃใฆใใใงใใใ ๏ผ
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We โ ve all told stories about how, on Christmas morning, our kids end up playing with the boxes far more than they play with the toys that are inside them.
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ใฏใชในใในใฎๆใซใ็ง้ใฎๅญไพใใใใฃใใใใกใใใใๆ็ต็ใซใใใๅ
ฅใฃใฆใใ็ฎฑใงใใๆฅฝใใใงใใใใจใใใใพใ
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And you know, from an exploration perspective, this behavior makes complete sense.
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ๆข็ดข็ใช่ฆณ็นใใใใฎ่กๅใฏใๅฎๅ
จใซ็ใซใใชใฃใฆใใพใ
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Because you can do a lot more with boxes than you can do with a toy.
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ใใใกใใใใ็ฎฑใฎๆนใๅคใใฎ้ใณๆนใๅบๆฅใใใใงใ
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Even one like, say, Tickle Me Elmo โ which, despite its ingenuity, really only does one thing, whereas boxes offer an infinite number of choices.
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ใใใใใใจใซใขใใฎใใใชใใใกใใฏใใฎ็ฒพๅทงใใซ้ขใใใใๅบๆฅใใใจใฏไธใคใ ใใงใไธๆนใง็ฎฑใง้ใถๆนๆณใฏๅนพ้ใใใใใฎใงใ
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So again, this is another one of those playful activities that, as we get older, we tend to forget and we have to relearn.
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ใใใใพใใ็ง้ใๅคงไบบใซใชใใซใคใใฆๅฟใใฆใใพใใๅญฆใณ็ดใใชใใฆใฏใชใใชใ้ใณใฎไธใคใชใฎใงใ
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So another one of Bob McKim โ s favorite exercises is called the "" 30 Circles Test. "" So we โ re back to work. You guys are going to get back to work again.
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ใใใใใญใ ใฎใใไธใคใฎใๆฐใซๅ
ฅใใฎๅฎ็ฟใฏใ 30ใฎๅใในใใใงใใใไธๅบฆไฝๆฅญใซๆปใใพใใใใใใไธๅบฆๅฎ็ฟใๅงใใพใใ
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Turn that piece of paper that you did the sketch on back over, and you โ ll find those 30 circles printed on the piece of paper.
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ใใฃใในใฑใใใใใ็ดใ่ฃ่ฟใใฆใฟใใจ 30ๅใฎๅใ็ดใซๆธใใฆใใใพใใใญ
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So it should look like this. You should be looking at something like this.
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ใใใช้ขจใช็ดใๆใฃใฆใใใฏใใงใ
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So what I โ m going to do is, I โ m going to give you minute, and I want you to adapt as many of those circles as you can into objects of some form.
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็งใไปใใ็ใใใซๆ้ใไธใใพใใฎใงๅบๆฅใ้ใๅคใใฎๅใไฝใใซๅคใใฆใปใใใฎใงใ
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So for example, you could turn one into a football, or another one into a sun. All I โ m interested in is quantity.
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ไพใใฐใใตใใซใผใใผใซใซใใงใใพใใๅคช้ฝใซใ ใฃใฆๅคใใใใพใใ่ณชใใ้ใงใ
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I want you to do as many of them as you can, in the minute that I โ m just about to give you.
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ใใใใๅฐใๆ้ใใใใพใใฎใงๅบๆฅใใ ใๅคใใฎๅใๅคใใฆใใ ใใ
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So, everybody ready? OK? Off you go.
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็ใใๆบๅใฏใใใงใใ ๏ผ ใงใฏใๅงใ
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Okay. Put down your pencils, as they say.
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ใฏใใ้็ญใ็ฝฎใใฆใใ ใใ
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