So why should someone who's in the business of getting someone's attention—

专门从事引起他人注意的人

why should somebody who runs a business that's all about getting attention,

专门经营引起别人关注的事业的人

why should they switch to being in the business of helping people?

他们为什么要转而去帮助别人？

Well, for one, it's going to be hard to do that until consumers actually demand that that's what they want.

首先 这样做很难 除非消费者亲自要求那是他们所需要的

We all need to recognize as citizens of humanity, as just being human,

我们都想要作为人类社会的一员 作为一个人

that this world that's constantly fighting to grab our attention doesn't serve any of us.

这个一直试图抓住我们视线的世界没有为任何人服务

It's polluting our inner and our social lives.

它在污染我们的内在和社会生活

And once we recognize that we don't want that as consumers, that will enable businesses to follow consumer demand and say:

一旦我们意识到作为消费者 这并不是我们想要的东西 企业就会紧随消费者的需求 说：

we want to provide something whose goals are entirely in alignment with your goals,

我们想提供一些东西 与你们的目标完全一致

where we measure our success in terms of the net positive benefits that we delivered in people's lives,

我们将以给人类生活带来的积极影响来衡量自己的成功

and we charged more like a subscription model or a payment model

我们会按订阅模式或支付模式来收费

rather than advertising where we have an infinite appetite in stealing as much of your attention as possible.

而不是利用广告贪得无厌地剥夺人们的注意力

So, when we check our phones 150 times a day, which is the average,

所以 当我们平均每天看150次手机

are those 150 conscious moments where we're sitting here and then we think and then we choose: “Now I'm going to check my phone”?

这150次是有意识的吗？我们坐在那儿想一会儿 然后选择：“现在我要查看一下手机”

Or does it just happen to us?

还是说它完全是无意识之下的行为？

And I think one thing that we don't talk about with the attention economy,

我觉得我们不和注意力经济谈论的一件事

what's different about the attention economy versus a normal marketing-product-goods economy,

也是注意力经济和正常的市场产品货物经济不同的一点 就是

is that in a regular economy people make a conscious choice (theoretically) about the products that they choose to buy or the places I choose to go to.

在普通经济中 人们选择购买什么产品或去哪里都是有意识的（理论上如此）

I have to get into a car and go there.

我得坐车去那里

In the attention economy I don't choose where my attention goes; I choose kind of in the moments in between, but a lot of my attention can be steered.

在注意力经济中 我无法选择把注意力放在哪里；我可能会在间隔时间做出选择 但我绝大多数的注意力都可以被操控

This is what magicians do, I mean they do a trick by steering your attention, by focusing your attention over here.

魔术师们就是这么做的 他们会操控你的注意力 把你的注意力集中在这里 然后变一个戏法

So what's different about the attention economy is we have less choice about where our attention goes.

所以注意力经济的不同之处在于 我们对自己的注意力拥有更少的话语权

It can be steered and manipulated much more easily than the conscious-choice-buying economy where I'm choosing to buy a good.

它比有意识的选择购买经济更容易引导和操控我们的注意力

So why are we checking our phones 150 times a day?

那么为什么我们一天要看150次手机呢？

Why is this so compelling?

为什么我们会忍不住这么做？

Well, it's because at any given moment in life when I'm left with the discomfort of being with myself or if reality gets just a little bit boring for just a moment,

因为在生活中 当我们与自己独处感到不自在 或者现实生活变得有些无聊时

if you have just a break, you walk into a cafe and there's a line before you order, what do we do?

如果你在休息 走进一家咖啡店 队伍排的有点长 你会做什么？

Why do we pull out our phones in that moment?

为什么那时候我们会拿出手机呢？

In a world where this increasingly gives you access to anything that you want at any given moment or the ability to get back to those ten emails

生活在这个时代 手机能让你在任何时间获取任何信息 能让你继续查看那十封邮件

or the ability to watch that video you've been meaning to watch, why would you not turn to your phone in that free moment?

也能让你观看那部一直想看的视频 那么在那样的空闲时间 我们怎么可能不拿出手机呢？

So we have to reckon with a world in which next door to my current moment to moment experience of reality there's this immediately sweeter better choice.

所以我们得应对这样一个世界 它紧邻现实世界 并且转瞬间就能让你拥有更好更幸福的选择

And if that's true for every human being walking around, we just put a better choice on life's menu in your pocket

如果所有人都是这样 那么我们就在每个人的兜里放上更好的选择

that at any moment you could switch to, suddenly the world is going to look a lot like it does today, where everyone is down in their phones.

你可以随时选择它 于是突然间世界就变成了当今的样子 所有人都沉迷于手机无法自拔

And the point isn't that suddenly we're distracted or something like that.

重点并不是说突然之间我们的注意力被分散了

We really have to get intimate with why is this happening?

我们必须得知道现在这样到底是什么原因？

And the reason it's happening is because it's more compelling than simply being with the discomfort of reality as it is,

原因就是它比现实中与不自在的自己独处要更有吸引力

which is going to force us to ask some really deep questions with ourselves of: if we were to not live that way,

这会迫使我们去问自己一些很深奥的问题：如果我们不那么做

if we were to live not looking at our phone in a free moment in time,

如果我们空闲时间不看手机

would we be willing to deal with sometimes being a little bit uncomfortable or being a little bit bored?

那我们愿意面对与自己相处时的不自在和无聊吗？

And when we make that choice we don't just make that alone because imagine that person who meditates in the morning and suddenly says,

如果我们做出了那种选择 那我们不是一个人 因为想象一下 某个人在早上冥想的时候突然说

"I'm not going to look at my phone today," and so they land in that line in the cafe and they don't look at their phone

“今天我不看手机了” 于是他们在咖啡厅排队等候的时候不看手机

and they're kind of looking around smiling but suddenly everyone around them is still on their phone.

他们面带微笑四处巡视 但却发现周围的人依然都在看手机

And what we realize is that it's sort of like a weekend isn't just for us, it's about being at a weekend together.

我们会意识到 周末似乎不光是让我们自己过的 而是大家一起过周末

If we don't look at our phone we don't just want to not look at our phone by ourselves,

如果我们不看手机 那我们会希望别人也不看手机

we'd want to actually be able to connect together.

我们其实希望大家能一起联络

And when we're connecting with other people it makes reality as sweet actually as the things that our phone provides.

如果我们能与别人产生联系 那么现实就会与手机里的内容一样迷人

Because the whole point is when you're in connection with someone else, that actually is more compelling than being with our phones.

因为关键是 你跟别人产生联系的时候 会比玩手机更有吸引力

But when you're just by yourself sorting for 'what's going to be the most stimulating or productive or entertaining way for me to be right now?',

但如果你独自一人 想着“现在最刺激 效率最高或最快乐的方式是什么”

often times our phone we will beat out other choices that are appearing before us.

通常情况下 我们的手机会战胜一切其他选择

And it's only when we are with other people and we’re in connection or conversation with someone else

只有我们跟别人在一起 与别人产生联系或对话时

that that actually is better than often these individual choices we can get on a phone—

才会胜过我们在手机上获得的个人选择

because we actually do desire connection more than that.

因为我们确实渴望远不止此的联系