這是第二部份的翻譯
請參考
事實上人們不喜歡陳訴事實。當他們使用工具時，他們可能不會告訴你他們遇到的問題，但是當你實際觀察他們使用時，你就會發現他們遇到的問題了。
It is not essential to our business model to have representative
figures. We do not need to know what percentage of people have a certain
problem. What we need to know is that some people have this problem.
This puts us at great advantage over more traditional ways of doing
market research. This enables us to actually watch people using our designs.
對我們商業模式來說代表圖式並不是那麼重要。我們並不需要知道有這問題的人有多少比例。我們要知道的是一些人面對到這個問題。我們的做法會比傳統的方式有更多的好處。我們的做法能使我們真正的觀察人們的行為。
Let me give you an example: We were given the task of designing lids for
toothpaste. From our personal experience we felt that the lid really
shouldn't be screwed. You know how after a while toothpaste gets around
the thread and then dries? After a while you can't open the lid properly
anymore and it becomes simply disgusting.
我給你一個例子好了，我們有個案子設計牙膏的蓋子。就我們個人的經驗，蓋子是不能被轉的。你可以了解當白色的牙膏沾在螺紋上，並且乾掉的情形嗎?當這情形發生時，你就不好打開蓋子而且會變得很髒。
So we came up with this (show actual tube): The lid can be flipped open.
However when we gave this to a test audience, that, once again, was from
a wide variety of backgrounds in terms of age, education and culture, we
found that some people didn't grasp the concept. They were very
accustomed to the thought of the lid being screwed on and off. So we
came up with what we call the hybrid. It can be flipped open as well as
screwed on and off (demonstrate). You can actually try this at home.
所以,我們想出了這個。蓋子的設計可以是上下開闔的，但是當我們把樣品給試驗者，這些人來自不同的背景，有不同的年紀、教育、文化，我們發現人們無法了解這個概念。他們習慣於用轉緊的方式打開蓋子。所以我們把這兩個概念結合在一起。它可以被上下開合，也可以被轉開。你可以在家裡試試看！
You have worked with companies from many different areas. How is this
even possible?
那你接了很多不同領域公司的案子。怎麼做到的?
We aren't experts on anything. Our competitive edge lies in the way we
do research and the way we foster creativity. The problem with Corporate
America is that companies try to maintain a serious image, which of
course cannot be objected on fundamental grounds. However, this often
leads to a very stiff and rigid top-down culture in which creativity
cannot flow freely. That is what we provide.
我們並不是每個領域的專家。我們的競爭優勢是我們做研究的方式，我們培養創意的方式。美國公司的問題是，它們都設法想要維持嚴謹的印象，這也是沒辦法的。但是這是非常僵硬的，創意無法發揮的僵固文化。
There are exceptions, however. I was personally very impressed with
Apple. Even though the company is centered around a single person, Steve
Jobs, it has been able to to create a very open and creative climate.
然而有個意外，我個人對蘋果公司映象深刻。即使這家公司都集中在Steve Jobs一人身上，但公司的文化是非常的開放和有創意。
What does such an open and creative climate look like?
那你們公司這麼開放和有創意的環境是甚麼樣子?
We like to play, we like to play pranks on each other. Or just take a
look on how our office space is designed. You would probably admit that
this is not your usual office space. We allow people to design their
personal area the way they want to. We do not even find it unreasonable
to spend $4000 on an airplane wing. We are weird and we are proud of it.
我們喜歡玩，我們喜歡對彼此惡作劇。看看我們的工作環境。你會了解到這不是平常的工作地點。我們請員工自己設計自己的個人空間。我們甚至不會覺得花四千元在機翼上事不合理的。我們很古怪，我們很喜歡這樣。
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