TED | 想出新点子的方法
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ID：days1440
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想出新点子的方法
| 讲师
Shimpei Takahashi
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社会 技能 TED 演讲
| 简介
高桥Shimpei总是梦想着设计玩具。但当他开始从事玩具开发工作时，他发现生产的压力扼杀了他的创造力。在这个简短有趣的谈话中，高桥描述了他是如何让自己的想法再次流动起来的，并分享了一个任何人都可以玩的简单的文字游戏来产生新想法。
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00:14
大家好。我是做玩具开发的。怀揣着设计出谁也没见过的新玩具的梦想，我在九年前加入了玩具公司。刚入职的时候，我每天想好多新的点子，并向上司提案。但上司总是跟我这样说：你有销量的预测数据吗？你要先分析市场数据，再来考虑商品设计。数据、数据、数据、我就改从分析数据开始考虑商品的设计，但这样做之后，我就什么新点子都想不出来了。（笑声）想出来的方案总是似曾相识，渐渐地就什么也想不出来了，思考变成了一件痛苦的事，最终变成这样皮包骨的一个人。（笑声）真的是这样。
01:08
大家大概有相似的心情和经历吧：上司好苛刻，看数据好痛苦，思考这件事也好讨厌。如今，我舍弃了数据。做出全新的玩具是我的梦想。现在，代替数据分析，我利用接龙游戏来产生新点子。
01:29
今天，我来把这个开拓思维的方法介绍给大家。接龙是这样玩的：ringo—gorira—rappa(苹果)—(猩猩)—(小号)用前一个单词的最后一个音，开始下一个单词。日语和英语玩起来都差不多。就这样自由地玩一下接龙：neco—co-ra—raibu—burashi(猫咪)—(可乐)—(演唱会)—(刷子)如此以往，会出现许多随机的词汇。然后把这些无关的词汇与自己思考的东西结合起来，就能想出新的点子。举我的例子，我考虑的东西是玩具，那么就想”玩具猫咪”是什么样的，从高处转一圈下来着地的玩具猫咪。“玩具可乐”是什么样的？从玩具枪里射出可乐，把对手打的黏糊糊的玩具。
02:12
天马行空也没关系，关键是思绪要保持流动。这样做就能不断的产生想法，从中肯定能产生好点子。比如说刷子。我们能不能把牙刷做成玩具？比如说把牙刷和吉他合体，“戛戛戛戛戛——”一边刷牙一边演奏乐曲的玩具。（笑声）（鼓掌）讨厌刷牙的小朋友说不定就能喜欢上刷牙呢。
02:41
能不能把帽子做成玩具？像俄罗斯轮盘赌一样，大家一个个击鼓传“帽”，有谁带上帽子的瞬间，头顶突然“嘎——”地尖叫着出现凶暴的外星人。开轰趴的时候可能会需要这个吧。
02:58
盯着屏幕看数据，绝对不会产生这样的想法。实际上，这种包装材料，用来包装易碎品的气泡塑料纸，把这个做成了一种叫做无限汽泡纸的玩具，可以用手指想怎么捏就怎么捏的玩具，问世以来大获成功，这跟数据可没什么关系。只是这样噗嗤噗嗤地捏气泡，真是一种派遣无聊的好办法。今天一整天，在座的大伙儿请传着玩吧。
03:36
就这样，无聊的点子不断涌现，大家一起来想想无聊的点子吧。如果你的创意要以分析为基石，知道你要努力的方向，就会用力过度，没办法产生新的东西。就算你知道自己的目标，要想闭着眼投飞镖一样自由地思考各种想法。这样做，一定能接近靶心，至少有一次（能实现）。而那就是你要选的（答案）。这样做就能让想法响应需求，更能新颖独特。这就是我的做法。
04:10
除了接龙游戏，别的方法也能奏效。只要能积累随机的单词就行。啪啦啪啦地去翻字典就能积累单词，比如说，查查两个字的词都有哪些，或者到商店里查商品的名称，然后跟自己考虑的问题结合起来。关键在于，不要在自己思考的范畴之内搜集信息，而要去收集随机的单词。这样做的话，头脑中就搜集到了各种各样用于联想的材料，结合起来就能闪现各种各样的想法。这个方法最大的优点就在于印象的持续性。因为按照一定的顺序考虑单词，上一个单词的印象还残存着，这个印象就能与下一个单词的印象自动结合，在无意识之中，演唱会和刷子相结合，轮盘赌和帽子相结合，在自己也没察觉的情况下，就能产生用其他方法都无法想出来的点子。
05:06
这个方法当然不仅仅适用于开发玩具，也能用于图书、APP、活动等等其他的企划创意。请大家一定要试试看。数据当中会产生未来。不过，我用接龙这个傻傻的游戏，期待创造出大家根本无法想象的、令人心潮澎湃的未来。
05:31
非常感谢。
The End
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00:14
Hello. I'm a toy developer. With a dream of creating new toys that have never been seen before, I began working at a toy company nine years ago. When I first started working there, I proposed many new ideas to my boss every day. However, my boss always asked if I had the data to prove it would sell, and asked me to think of product development after analyzing market data. Data, data, data.
00:42
So I analyzed the market data before thinking of a product. However, I was unable to think of anything new at that moment. (Laughter) My ideas were unoriginal. I wasn't getting any new ideas and I grew tired of thinking. It was so hard that I became this skinny. (Laughter) It's true. (Applause)
01:08
You've all probably had similar experiences and felt this way too. Your boss was being difficult. The data was difficult. You become sick of thinking. Now, I throw out the data. It's my dream to create new toys. And now, instead of data, I'm using a game called Shiritori to come up with new ideas.
01:29
I would like to introduce this method today. What is Shiritori? Take apple, elephant and trumpet, for example. It's a game where you take turns saying words that start with the last letter of the previous word. It's the same in Japanese and English. You can play Shiritori as you like: "neko, kora, raibu, burashi," etc, etc. [Cat, cola, concert, brush] Many random words will come out. You force those words to connect to what you want to think of and form ideas. In my case, for example, since I want to think of toys, what could a toy cat be? A cat that lands after doing a somersault from a high place? How about a toy with cola? A toy gun where you shoot cola and get someone soaking wet? (Laughter)
02:13
Ridiculous ideas are okay. The key is to keep them flowing. The more ideas you produce, you're sure to come up with some good ones, too. A brush, for example. Can we make a toothbrush into a toy? We could combine a toothbrush with a guitar and -- (Music noises) -- you've got a toy you can play with while brushing your teeth. (Laughter) (Applause) Kids who don't like to brush their teeth might begin to like it.
02:41
Can we make a hat into a toy? How about something like a roulette game, where you try the hat on one by one, and then, when someone puts it on, a scary alien breaks through the top screaming, "Ahh!" I wonder if there would be a demand for this at parties?
02:58
Ideas that didn't come out while you stare at the data will start to come out. Actually, this bubble wrap, which is used to pack fragile objects, combined with a toy, made Mugen Pop Pop, a toy where you can pop the bubbles as much as you like. It was a big hit when it reached stores. Data had nothing to do with its success. Although it's only popping bubbles, it's a great way to kill time, so please pass this around amongst yourselves today and play with it. (Applause)
03:36
Anyway, you continue to come up with useless ideas. Think up many trivial ideas, everyone. If you base your ideas on data analysis and know what you're aiming for, you'll end up trying too hard, and you can't produce new ideas. Even if you know what your aim is, think of ideas as freely as if you were throwing darts with your eyes closed. If you do this, you surely will hit somewhere near the center. At least one will. That's the one you should choose. If you do so, that idea will be in demand and, moreover, it will be brand new. That is how I think of new ideas.
04:10
It doesn't have to be Shiritori; there are many different methods. You just have to choose words at random. You can flip through a dictionary and choose words at random. For example, you could look up two random letters and gather the results or go to the store and connect product names with what you want to think of. The point is to gather random words, not information from the category you're thinking for. If you do this, the ingredients for the association of ideas are collected and form connections that will produce many ideas. The greatest advantage to this method is the continuous flow of images. Because you're thinking of one word after another, the image of the previous word is still with you. That image will automatically be related with future words. Unconsciously, a concert will be connected to a brush and a roulette game will be connected to a hat. You wouldn't even realize it. You can come up with ideas that you wouldn't have thought of otherwise.
05:07
This method is, of course, not just for toys. You can collect ideas for books, apps, events, and many other projects. I hope you all try this method. There are futures that are born from data. However, using this silly game called Shiritori, I look forward to the exciting future you will create, a future you couldn't even imagine.
05:32
Thank you very much.
The End
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