在这个充斥各种信息和社交工具的世界里，一旦打开电脑，专心就成了一件奢侈的事情。至少我自己的状况是，开着电脑，即使什么事情都不做，浏览器里各个标签页里的信息就会自己蹭蹭的往外跳，且不说Facebook，Weibo或Twitter这种流量比较大的社交服务，就是与获取信息更直接相关的，自己订阅的一些feeds, google reader，Quora或知乎之类，也是每隔十几分钟，就一堆新东西“吵着嚷着”吸引着你的注意力，更不用提随处可见的滚动新闻和广告条了、
Stay connected当然是一件好事，但stay connected with everything本身就是一件不可能的事情，像我这种注意力极其分散，又没什么自律能力的用户，通常情况是，正经邮件写了不到一半，网上瞎逛个半天，然后又过来写blog了…
The greatest story commandments: MAKE ME CARE.
Andrew觉得，你得让观众惦记着你的故事/电影/作品，打动，吸引，让他们欲罢不能，不管以什么方式。情感上也好，理智上也好，生理上也好（那应该是action movie了吧 LOL）。所以，是什么让你在转台的时候，跳过《鲁豫有约》，停在《康熙来了》？所以小S的“聒噪”真的比鲁豫姐“惊悚”的笑声要好很多吗，那倒未必，不过是现在这个娱乐至上的年代，大家已经对没有爆点笑点焦点的访谈don’t give a shit（漠不关心）了，所以，了解你的受众，发自内心也好，挖坑让大家往里跳也好，make them care. Andrew自己也说，good story is by chance, it’s by design（好的故事不是巧合，而是精心所为）
Let audience work for their own meal! Don’t give them four, give them two plus two.
每天繁复的生活，常常让人忘了，我们是在“活着”，真正打动人的故事，往往让观众们，对自己生命本体有感知和确认。那是一个很奇妙的感觉，一方面，你觉得自己很渺小，因为视野变的更开阔（you are seeing the bigger picture)，所以琐碎和牵绊，变得相形甚微；另一方面，自己变得很大，作为一个“多细胞高级生物”，没有什么比好好活着，善待并满足自己更重要的了，所以有什么想做的，就赶快做吧 🙂
Note and Point是一个展示各种视觉设计很出色的slides的网站。不等同于Presentation的slides，这更像是网路版的简报。刚看到最新分享的作品是，来自We are social的，关于亚洲各国使用社交/移动媒体的报告。感觉这份报告从对于数字的展示上还是蛮有力的。而且，作者Simon Kemp用同样的一份模版，套用到了各个不同的国家和数据，还是很成功的。欠缺在于，这份报告太定量了quantitative了，仅仅是突出数字，没有比较也没有说明，略先苍白。
演讲的第一张幻灯片是‘Who is VMware?’ 他将时间倒回到1998年的斯坦福大学，那是VMware创始的地方。他们最开始只是觉得基于物理介质的服务器太过庞大，数据存储的过程中有很多不必要的麻烦。他坦言，他们并没有意料到十多年前他们的想法会和现今这么火的数据虚拟化和云计算这么契合，一切都要感谢编程语言和互联网在过去十年中的飞速发展。他们所做的，只是在对的时机将对的技术带到了用户和企业的面前。公司的飞速发展很大程度上归功于数据存储和虚拟化的周边服务，比如服务器集成，数据修复，等等；而他们的用户也从原先的企业用户，拓展到了个人用户群体上。
车入二环，绕着紫禁城稍稍一转，我们就到后海了。可能现在北京新晋的年轻人们已经不玩这儿了吧，但对于我这个北京“老大学生”而言，记忆好像还留在这儿。找了家后海边叫“岳麓山屋”的湘菜馆，就带着Nancy开吃了。路上司机有告诉我们这里有道名菜，叫”红烧小王八“。作为长沙人，我自然是知道这不过是为了迎合四面八方游客的噱头菜，与传统湘菜已经相去甚远，但Nancy一听到baby turtle（小乌龟）的中文解释就顿时很high，强烈要求我点。那姐当然也不是吃素的，点就点呗。菜上了之后，姐还现场表演了一回“猛女徒手吃迷你小王八“的好戏… （也不晓得该视频是不是已经被youtube了…）Nancy问道，are all Chinese girls like you?（中国的女孩儿都像你这样吗）她的言下之意应该是，“好像没从你身上看到什么文静贤淑来”。想起Renee以前说过的，因为独生子女的缘故，对子女有期待的父母，男生是当男生养，女生也是当男生养，这样长大，自然少些顾忌（其实是不知道应该顾忌什么）。
到2000年，硅谷的互联网泡沫破裂的时候，Duarte的财务进账也跟着大幅萎缩。Nancy特别提到，当年在湾区存活下来的设计咨询公司不过三所，Duarte能被保全，多亏她和她老公多年来在财务上一直持保守态度；当时的情况是恶劣到，每个月都是paycheck to paycheck（所有当月的盈利都用发当月的员工工资），迫不得已，公司也有裁员。当回忆这段经历时，她说道，“我一直觉得裁员是件太残酷的事情，话说不出口，但有一天醒过来，突然想通了，这是一件对公司其他员工不负责也是不公平的事情，于是我做了该做的事，直到现在我也不后悔当初的决定。很多事情就像这样，你觉得永远都迈不过去的坎，但某一天醒过来，你就会想通，并且有了做决定的勇气。” 在现在热火朝天的创投氛围下，太多人只看到成立公司，做自己事业的自由和风光，但打拼事业需要怎样的内心和艰辛，却少有人提及。能听到Nancy亲口讲这些艰辛往事，或许比多看几遍那些光环更有益处。
出乎Duarte公司意料的是，在硅谷经济最不景气的时候，要求做平面和产品设计的公司少了，要求做PPT设计的客户却不减反增（the phone’s keep ringing for presentations)。Presentation，不论主题，风格，形式，本旨其实都在于”推销“二字，推销想法，推销产品，推销个人。而在经济低迷期，需要赢得生意，脱颖而出显得格外重要，所以作为一种重要”推销“手段的presentation也为Duarte公司赢得了一线生机。Nancy决定果断的给公司转型，专攻presentation。从2000年往后，伴随着Duarte公司接下苹果的内部展示设计，戈尔的《不可忽视的真相》的讲演设计等大单之后，Nancy和她的团队也在这个细分设计领域也走出了自己的一条路。现在，总部在加州山景城（Mountain View, CA）的Duarte Design已然是一家有50+员工的湾区标志性设计企业，而这距离当年互联网泡沫破裂才不过短短十年。至于之后著书立说，以及做相关培训，这对于Nancy，一个连“本科”（college）都没毕业的人而言，工作上积累的作用，应该要远远大于今天大多数年轻人所依赖并骄傲的课堂知识吧。
由于她的第二本书更加注重的是语言的结构和讲演的逻辑，她希望将公司从“设计”往“说服力”方面转型，这对于一家传统是由视觉设计师支撑起来的公司，又是一个重新创造自己（reinvent itself）的坎。她直言不讳公司的设计师们对她所期待的转型并不买账（they are frightened about it）。我自己也感觉这并非一件易事，没有美术功底的人，可以去外面买一幅画回来挂着，被人称赞艺术品味好；但跑调的人，是不可能被老师教会一首歌，然后有客人来家里就能表演出来。这当然不是最恰当的比方，但教会客户讲演技巧比帮客户设计slides要难多了。
Microblog boomed in the year of 2010, with visitors doubled and time spent on it tripled. Sina.com, a major news portal, alone has more than 140 million microbloggers. On Tencent, 200 million. The most popular blogger — it’s not me — it’s a movie star, and she has more than 9.5 million followers, or fans. About 80 percent of those microbloggers are young people, under 30 years old. And because, as you know, the traditional media is still heavily controlled by the government, social media offers an opening to let the steam out a little bit. But because you don’t have many other openings, the heat coming out of this opening is sometimes very strong, active and even violent.
So through microblogging, we are able to understand Chinese youth even better. So how are they different? First of all, most of them were born in the 80s and 90s, under the one-child policy. And because of selected abortion by families who favored boys to girls, now we have ended up with 30 million more young men than women. That could pose a potential danger to the society, but who knows; we’re in a globalized world, so they can look for girlfriends from other countries. Most of them have fairly good education. The illiteracy rate in China among this generation is under one percent. In cities, 80 percent of kids go to college. But they are facing an aging China with a population above 65 years old coming up with seven-point-some percent this year, and about to be 15 percent by the year of 2030. And you know we have the tradition that younger generations support the elders financially, and taking care of them when they’re sick. So it means young couples will have to support four parents who have a life expectancy of 73 years old.
So making a living is not that easy for young people. College graduates are not in short supply. In urban areas, college graduates find the starting salary is about 400 U.S. dollars a month, while the average rent is above $500. So what do they do? They have to share space — squeezed in very limited space to save money — and they call themselves “tribe of ants.” And for those who are ready to get married and buy their apartment, they figured out they have to work for 30 to 40 years to afford their first apartment. That ratio in America would only cost a couple five years to earn, but in China it’s 30 to 40 years with the skyrocketing real estate price.
Among the 200 million migrant workers, 60 percent of them are young people. They find themselves sort of sandwiched between the urban areas and the rural areas. Most of them don’t want to go back to the countryside, but they don’t have the sense of belonging. They work for longer hours with less income, less social welfare. And they’re more vulnerable to job losses, subject to inflation, tightening loans from banks, appreciation of the renminbi, or decline of demand from Europe or America for the products they produce. Last year, though, an appalling incident in a southern OEM manufacturing compound in China: 13 young workers in their late teens and early 20s committed suicide, just one by one like causing a contagious disease. But they died because of all different personal reasons. But this whole incident aroused a huge outcry from society about the isolation, both physical and mental, of these migrant workers.
For those who do return back to the countryside, they find themselves very welcome locally, because with the knowledge, skills and networks they have learned in the cities, with the assistance of the Internet, they’re able to create more jobs, upgrade local agriculture and create new business in the less developed market. So for the past few years, the coastal areas, they found themselves in a shortage of labor.
These diagrams show a more general social background. The first one is the Engels coefficient, which explains that the cost of daily necessities has dropped its percentage all through the past decade, in terms of family income, to about 37-some percent. But then in the last two years, it goes up again to 39 percent, indicating a rising living cost. The Gini coefficient has already passed the dangerous line of 0.4. Now it’s 0.5 — even worse than that in America — showing us the income inequality. And so you see this whole society getting frustrated about losing some of its mobility. And also, the bitterness and even resentment towards the rich and the powerful is quite widespread. So any accusations of corruption or backdoor dealings between authorities or business would arouse a social outcry or even unrest.
So through some of the hottest topics on microblogging, we can see what young people care most about. Social justice and government accountability runs the first in what they demand. For the past decade or so, a massive urbanization and development have let us witness a lot of reports on the forced demolition of private property. And it has aroused huge anger and frustration among our young generation. Sometimes people get killed, and sometimes people set themselves on fire to protest. So when these incidents are reported more and more frequently on the Internet, people cry for the government to take actions to stop this.
So the good news is that earlier this year, the state council passed a new regulation on house requisition and demolition and passed the right to order forced demolition from local governments to the court. Similarly, many other issues concerning public safety is a hot topic on the Internet. We heard about polluted air, polluted water, poisoned food. And guess what, we have faked beef. They have sorts of ingredients that you brush on a piece of chicken or fish, and it turns it to look like beef. And then lately, people are very concerned about cooking oil, because thousands of people have been found [refining] cooking oil from restaurant slop. So all these things have aroused a huge outcry from the Internet. And fortunately, we have seen the government responding more timely and also more frequently to the public concerns.
While young people seem to be very sure about their participation in public policy-making, but sometimes they’re a little bit lost in terms of what they want for their personal life. China is soon to pass the U.S. as the number one market for luxury brands — that’s not including the Chinese expenditures in Europe and elsewhere. But you know what, half of those consumers are earning a salary below 2,000 U.S. dollars. They’re not rich at all. They’re taking those bags and clothes as a sense of identity and social status. And this is a girl explicitly saying on a TV dating show that she would rather cry in a BMW than smile on a bicycle. But of course, we do have young people who would still prefer to smile, whether in a BMW or [on] a bicycle.
So in the next picture, you see a very popular phenomenon called “naked” wedding, or “naked” marriage. It does not mean they will wear nothing in the wedding, but it shows that these young couples are ready to get married without a house, without a car, without a diamond ring and without a wedding banquet, to show their commitment to true love. And also, people are doing good through social media. And the first picture showed us that a truck caging 500 homeless and kidnapped dogs for food processing was spotted and stopped on the highway with the whole country watching through microblogging. People were donating money, dog food and offering volunteer work to stop that truck. And after hours of negotiation, 500 dogs were rescued. And here also people are helping to find missing children. A father posted his son’s picture onto the Internet. After thousands of [unclear], the child was found, and we witnessed the reunion of the family through microblogging.
So happiness is the most popular word we have heard through the past two years. Happiness is not only related to personal experiences and personal values, but also, it’s about the environment. People are thinking about the following questions: Are we going to sacrifice our environment further to produce higher GDP? How are we going to perform our social and political reform to keep pace with economic growth, to keep sustainability and stability? And also, how capable is the system of self-correctness to keep more people content with all sorts of friction going on at the same time? I guess these are the questions people are going to answer. And our younger generation are going to transform this country while at the same time being transformed themselves.
Thank you very much.