Play this game to come up with original ideas
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0:03 - 0:04Hello.
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0:04 - 0:07I'm a toy developer.
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0:07 - 0:11With a dream of creating new toys
that have never been seen before, -
0:11 - 0:14I began working at a toy company
nine years ago. -
0:14 - 0:16When I first started working there,
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0:16 - 0:20I proposed many new ideas
to my boss every day. -
0:20 - 0:23However, my boss always asked
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0:23 - 0:25if I had the data to prove it would sell,
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0:25 - 0:29and asked me to think of product
development after analyzing market data. -
0:29 - 0:30Data, data, data.
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0:31 - 0:35So I analyzed the market data
before thinking of a product. -
0:35 - 0:39However, I was unable to think
of anything new at that moment. -
0:39 - 0:41(Laughter)
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0:41 - 0:43My ideas were unoriginal.
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0:43 - 0:47I wasn't getting any new ideas
and I grew tired of thinking. -
0:47 - 0:52It was so hard that I became this skinny.
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0:52 - 0:54(Laughter)
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0:54 - 0:55It's true.
(Applause) -
0:56 - 1:00You've all probably had
similar experiences and felt this way too. -
1:00 - 1:03Your boss was being difficult.
The data was difficult. -
1:03 - 1:05You become sick of thinking.
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1:05 - 1:08Now, I throw out the data.
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1:08 - 1:11It's my dream to create new toys.
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1:11 - 1:13And now, instead of data,
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1:13 - 1:17I'm using a game called Shiritori
to come up with new ideas. -
1:17 - 1:21I would like to introduce
this method today. -
1:21 - 1:23What is Shiritori?
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1:23 - 1:25Take apple, elephant
and trumpet, for example. -
1:25 - 1:27It's a game where
you take turns saying words -
1:27 - 1:30that start with the last letter
of the previous word. -
1:30 - 1:32It's the same in Japanese and English.
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1:32 - 1:34You can play Shiritori as you like:
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1:34 - 1:37"neko, kora, raibu, burashi," etc, etc.
[Cat, cola, concert, brush] -
1:37 - 1:40Many random words will come out.
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1:40 - 1:45You force those words to connect to what
you want to think of and form ideas. -
1:45 - 1:49In my case, for example,
since I want to think of toys, -
1:49 - 1:52what could a toy cat be?
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1:52 - 1:55A cat that lands after doing
a somersault from a high place? -
1:55 - 1:57How about a toy with cola?
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1:57 - 2:00A toy gun where you shoot cola
and get someone soaking wet? -
2:00 - 2:01(Laughter)
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2:01 - 2:04Ridiculous ideas are okay.
The key is to keep them flowing. -
2:04 - 2:10The more ideas you produce, you're sure
to come up with some good ones, too. -
2:10 - 2:15A brush, for example.
Can we make a toothbrush into a toy? -
2:15 - 2:18We could combine
a toothbrush with a guitar and -- -
2:18 - 2:21(Music noises) --
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2:21 - 2:24you've got a toy you can play with
while brushing your teeth. -
2:24 - 2:26(Laughter) (Applause)
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2:26 - 2:29Kids who don't like to brush
their teeth might begin to like it. -
2:29 - 2:33Can we make a hat into a toy?
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2:33 - 2:37How about something like a roulette game,
where you try the hat on one by one, -
2:37 - 2:42and then, when someone puts it on,
a scary alien breaks through the top -
2:42 - 2:44screaming, "Ahh!"
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2:44 - 2:47I wonder if there would be
a demand for this at parties? -
2:47 - 2:52Ideas that didn't come out while you stare
at the data will start to come out. -
2:52 - 2:58Actually, this bubble wrap,
which is used to pack fragile objects, -
2:58 - 3:03combined with a toy,
made Mugen Pop Pop, -
3:03 - 3:06a toy where you can pop
the bubbles as much as you like. -
3:06 - 3:08It was a big hit when it reached stores.
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3:08 - 3:11Data had nothing to do with its success.
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3:11 - 3:14Although it's only popping bubbles,
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3:14 - 3:16it's a great way to kill time,
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3:16 - 3:18so please pass this around
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3:18 - 3:20amongst yourselves today and play with it.
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3:20 - 3:22(Applause)
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3:25 - 3:28Anyway, you continue to come up with
useless ideas. -
3:28 - 3:30Think up many trivial ideas, everyone.
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3:30 - 3:34If you base your ideas on data analysis
and know what you're aiming for, -
3:34 - 3:36you'll end up trying too hard,
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3:36 - 3:38and you can't produce new ideas.
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3:38 - 3:40Even if you know what your aim is,
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3:40 - 3:44think of ideas as freely as if you were
throwing darts with your eyes closed. -
3:44 - 3:47If you do this, you surely will hit
somewhere near the center. -
3:47 - 3:49At least one will.
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3:49 - 3:51That's the one you should choose.
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3:51 - 3:54If you do so, that idea will be in demand
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3:54 - 3:56and, moreover, it will be brand new.
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3:56 - 3:58That is how I think of new ideas.
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3:58 - 4:02It doesn't have to be Shiritori;
there are many different methods. -
4:02 - 4:04You just have to choose words at random.
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4:04 - 4:06You can flip through a dictionary
and choose words at random. -
4:06 - 4:11For example, you could look up two
random letters and gather the results -
4:11 - 4:15or go to the store
and connect product names -
4:15 - 4:18with what you want to think of.
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4:18 - 4:21The point is to gather random words,
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4:21 - 4:24not information from the category
you're thinking for. -
4:24 - 4:30If you do this, the ingredients for
the association of ideas are collected -
4:30 - 4:33and form connections
that will produce many ideas. -
4:33 - 4:37The greatest advantage to this method
is the continuous flow of images. -
4:37 - 4:40Because you're thinking
of one word after another, -
4:40 - 4:43the image of the previous word
is still with you. -
4:43 - 4:46That image will automatically
be related with future words. -
4:46 - 4:48Unconsciously, a concert will
be connected to a brush -
4:48 - 4:50and a roulette game
will be connected to a hat. -
4:50 - 4:52You wouldn't even realize it.
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4:52 - 4:55You can come up with ideas that
you wouldn't have thought of otherwise. -
4:55 - 4:57This method is, of course,
not just for toys. -
4:57 - 5:02You can collect ideas for books, apps,
events, and many other projects. -
5:02 - 5:05I hope you all try this method.
-
5:06 - 5:09There are futures that are born from data.
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5:09 - 5:14However, using this silly game
called Shiritori, -
5:14 - 5:17I look forward to
the exciting future you will create, -
5:17 - 5:20a future you couldn't even imagine.
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5:20 - 5:23Thank you very much.
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5:23 - 5:26(Applause)
- Title:
- Play this game to come up with original ideas
- Speaker:
- Shimpei Takahashi
- Description:
-
Shimpei Takahashi always dreamed of designing toys. But when he started work as a toy developer, he found that the pressure to use data as a starting point for design quashed his creativity. In this short, funny talk, Takahashi describes how he got his ideas flowing again, and shares a simple game anyone can play to generate new ideas. (In Japanese with English subtitles.)
- Video Language:
- Japanese
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 05:40
Cynthia Betubiza edited English subtitles for 新しいアイデアのつくり方 | ||
Morton Bast edited English subtitles for 新しいアイデアのつくり方 | ||
Cynthia Betubiza edited English subtitles for 新しいアイデアのつくり方 | ||
Helene Batt approved English subtitles for 新しいアイデアのつくり方 | ||
Helene Batt accepted English subtitles for 新しいアイデアのつくり方 | ||
Morton Bast edited English subtitles for 新しいアイデアのつくり方 | ||
Morton Bast edited English subtitles for 新しいアイデアのつくり方 | ||
Morton Bast edited English subtitles for 新しいアイデアのつくり方 |