这场TED演讲充斥着糟糕的主意 | 盖比·惠利

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Thanks, Capital One Bank Guy. What's in your wallet? Terms apply. See capital1.com/bank. Capital One NA member FDIC.

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您正在收听TED Talks Daily，我们每天为您带来激发好奇心的新想法。我是主持人Elise Hu。如果有时糟糕的想法其实是好主意呢？在这场演讲中，恶作剧者兼艺术家Gabe Whaley分享了他如何组建了一个艺术家团体，他们那些看似糟糕或古怪的艺术和产品创意常常走红网络并以数千美元售出。Gabe探讨了为什么最令人兴奋和受欢迎的部分从来不是艺术品本身——毕竟，探索任何想法最激动人心的部分，就是给自己尝试的机会。

You're listening to TED Talks Daily where we bring you new ideas to spark your curiosity every day. I'm your host, Elise Hu. What if sometimes the bad ideas are good? In this talk, mischief maker and artist Gabe Whaley shares how he built a collective of artists whose seemingly bad or wonky ideas for art and products often go viral and sell for thousands of dollars. Gabe explores why the things that make them so exciting and popular are never the art itself because after all, the most exciting part about exploring any idea is giving ourselves the chance to try.

大家早上好。我叫Gabe，是一名巡回汽车销售员。今天，我其实是来向你们出售这辆车的钥匙——这辆漂亮的复古PT漫步者。据说它配备了涡轮增压。

Good morning, everyone. My name is Gabe. I'm a traveling car salesman. So today, I'm actually I'm here to sell you the keys to this car, this beautiful vintage PT Cruiser. I'm told it's it's got turbo.

看，这简直是件艺术品。相信我。当我说我在卖这辆车的钥匙时，我是认真的。我有5000把这样的钥匙，每一把都能打开那辆车。

Look. It's a work of art. Trust me. Now when I say that I'm selling the keys to this car, I I really mean it. I have 5,000 of these keys and every single last one of them works to that car.

按一次钥匙扣，车门解锁；按两次，引擎启动。如果你从我这里购买这5000把钥匙中的任意一把，自然就能解锁车辆——但其他4999人同样可以。之后发生什么就不关我的事了。重申一次，我只是个卖车的。

You click the key fob once, it unlocks the door. You click it twice, it starts the engine. If you buy any one of these 5,000 keys from me, naturally, you get access to the car, but so do 4,999 other people. Whatever happens beyond that is not necessarily my problem. Like I said, I'm just a car salesman.

此刻你可能在怀疑：这是真的吗？这家伙在胡编乱造吧？但事实如此。我叫盖比，其实是纽约一个名为'恶作剧'艺术团体的创始人。'恶作剧'这个概念很难解释，我甚至不打算尝试描述它。

So you're probably wondering at this point, like, is this real? Is this guy just making this stuff up? Well, it is real. My name is Gabe, and I'm actually the founder of an art collective based in New York City called Mischief. Mischief is a bit of a difficult beast to explain, and I'm not I'm not gonna even try to describe it.

举几个例子帮你理解——或者让你更困惑。手提包价格昂贵得离谱，而且越小越贵。前几年夏天，我们真的尝试制作了世界最小手提包，微观尺寸的那种，最后竟以6.3万美元拍卖成交，意外成为单位体积最昂贵的手提包。再来看另一个例子。

Let me give you a couple examples to help paint that picture or confuse you even further. Handbags. Handbags are really expensive, and incredibly, the smaller they get, the more expensive they become. So a few summers ago, we actually endeavored to make the world's smallest handbag, microscopic in fact, and somehow it ended up selling at auction for $63,000, incidentally making it the world's most expensive handbag per volume. Here's another one.

你可能在YouTube上看过波士顿动力公司的Spot机器狗和K-pop明星跳TikTok舞蹈。我们搞到一只后，没让它跳舞，而是装了彩弹枪，通过网站让人们远程操控它在我们的艺术展厅里射击。波士顿动力公司对此可不太高兴。现在你应该明白了，我其实不是来卖车钥匙的。

You've probably seen those Boston Dynamics spot dog robots that do TikTok dances with k pop stars on YouTube. Well, we managed to get one. Instead of making a dance, we strapped a paintball gun to it, and we connected it remotely to a website where people could take turns driving it and firing it in an art gallery that we constructed. Boston Dynamics did not like that one very much. So you've probably figured out by now that I'm not actually here to sell you keys to a car.

今天我要谈的是'馊主意'。那些通常因理性思考或同事劝阻而夭折的想法。但对我来说，这些才是最激动人心的创意，因为你永远猜不到结果。比如这双怪异的鞋子，我记得应该是2023年...

Today, I'm here to talk to you about bad ideas. The kind of ideas that typically die on the vine because reason or work colleagues get in the way. But to me, these are the most exciting ideas because you just never know what might happen. Take these crazy looking shoes for example. I think it was, like, the 2023.

当时我和同事正在绘制'大红靴'的初代原型。记得我们既恐惧又兴奋——毕竟谁会穿这种靴子，更别说花钱买了？但当我们自己试穿原型时，那种混乱的喜悦感让我们决定：无论如何都要做出来。于是我们承诺生产几百双。

My colleagues and I were sketching out the initial prototypes of the Big Red boot. I remember us being equal parts terrified because, of course, like, who's gonna wear these much less spend money on them? But at the same time, the moment that we put on the initial prototypes ourselves, we were filled with such a chaotic sense of glee that we were like, you know what? We just we just gotta do it. So we committed to making a couple 100 pairs.

定价350美元后，我们只祈祷世界上能有几百个愿意为这怪东西买单的人。发售前一周，我们通过朋友Ins账号泄露了这张图，只求人们别讨厌它，或者更糟——完全无视它。事后证明多虑了，算法对大红靴格外垂青，转眼间它就成了全网焦点。

We priced them at $350, and we just prayed that there would be a few 100 people out there in the world who would spend money on these crazy looking things. So a week before the drop, we leaked this image through a friend's Instagram account. Again, just hoping that people don't hate it or even worse that they don't ignore it. In hindsight, we needn't have worried. The algorithm smiled quite fondly upon the Big Red boot, and all of a sudden this thing was everywhere.

就像，我甚至无法...这简直就像一片模糊。我完全不明白发生了什么。突然间，人们就在NBA场边穿着它们了。我看到小韦恩在音乐视频里穿着它们。我记得我爸打电话给我说，嘿，盖比。

Like, I I don't even I I can't even it's it's it's it's basically like a blur. Like, I don't understand what happened. All of a sudden, people were wearing them courtside at NBA games. I saw little Wayne wearing them in a music video. I remember my dad calling me and saying, hey, Gabe.

有个职业WWE摔角手在付费直播电视上穿着你的靴子，还把另一个人踩在脚下。这太不可思议了，而我们差点就没做成。人们告诉我们这不是个好商业决策，说实话我理解。但这个起初的糟糕点子最终变成了一个非常有趣的想法。再来看另一个例子。

There's a professional WWE wrestler wearing your boots on live pay per view TV, and he just curb stomped another guy. It's it's incredible and yet we almost we almost didn't do it. People told us it was not a great business decision and honestly, I get it. But what started as a bad idea ended up becoming a very interesting idea. Here's another one.

这个想法是一台ATM机。完全正常、功能齐全、合法合规的ATM机，但有个特别之处——机器上连着数字排行榜，根据用户账户余额多少进行排名。很高兴你们觉得好笑，我当时觉得这太可怕了。

The idea was an ATM machine. Totally normal, functional, operational, extremely legal ATM machine with one catch. Attached to the ATM is a digital leaderboard that ranks people based on the amount of money in their remaining account balances. I'm glad you guys think it's funny. I thought it was horrifying.

所以我们觉得光是造出来还不够，必须把它放在合适的地方。是放在布鲁克林的工作室外？还是时代广场？我和同事们讨论了一会儿，意识到只有一个地方适合放这东西。

So it wasn't enough for us to just make this. We had to put it in the right place. Does it go outside our studio in Brooklyn? Does it do we put it in Times Square? My colleagues and I conferred for a little bit, we realized there's only one place that this thing can ever go.

这是巴塞尔艺术展迈阿密站。所以我们把它带到了迈阿密。不知怎么地，我们设法混进了一家画廊，进入了一个展位。第一天，人们实际上有点犹豫是否参与，我完全理解。这确实有点可疑。

It's Art Basel Miami. So we take it to Miami. Somehow we, like, get our way into a gallery and we get into a booth. And on day one, people were actually, like, a little bit hesitant to engage, which I totally get it. It's a little bit shady.

这是个互动装置。我明白。但最终，人们会鼓起勇气刷卡。他们的银行账户余额可能显示100美元，也许是1200美元。然而到了当天结束时，有人刷出了账户余额12,000美元。

It's a participatory. I understand. But eventually, people would muster up the courage to swipe their card. They would clock in at, like, a $100 in their bank account balance, maybe $1,200 in their bank account balance. By the end of the day, however, someone ended up swiping and clocked in at $12,000 in their bank account balance.

然后事情开始变得有点奇怪。第二天，著名DJ明星Diplo带着他的整个随行团队出现，掏出借记卡在机器上刷了一下，显示账户余额3,000,000美元，直接登顶排行榜。说实话，后来的记忆有点模糊，因为接下来三天ATM机周围聚集的人群太过庞大，艺术展主办方不得不增派五名保安——不是保护ATM机，而是防止人群撞到隔壁画廊的艺术品，这其实非常有趣。但最让我观察到的是这种意想不到的群体动态：当账户余额低得惊人的人（我说的是真的很低，比如2美元这种令人担忧的数字）在这群围观者面前刷卡时，他们会排在末尾，然后转身面对观众，这时观众就会彻底疯狂。

And then things started to get a little bit weird. The next day, a famous celebrity DJ named Diplo showed up with his entire entourage, pulled out his debit card, swiped it in the machine, clocked in at $3,000,000 in his bank account, and shot to the top of the leaderboard. And honestly, like, the rest is kind of hazy because a crowd amassed so huge around the ATM machine for the following three days that the art fair actually assigned five extra security guards, not to protect the ATM machine, but to keep the crowd from bumping into the artworks of the neighboring galleries, which was actually very funny. But the most interesting thing that I got to observe here was this, like, unexpected crowd dynamic where when people with astonishingly low bank accounts would swipe their cards in front of this captive audience, by the way, when they would and I'm talking really low, like, $2, like, concerningly low. They would swipe, they would get ranked at the bottom, and then they would turn around to face the audience, and the audience would lose their minds.

比如，他们欢呼、尖叫、庆祝、鼓掌、拍照，而且这一切都是发自内心的。实际上就像是我们之间一种纯粹的、属于我们的庆祝方式，这完全出乎我们的预料。而为了给那一周画上句号，有趣的是，最终有位买家以高达7.5万美元的价格将那台ATM机当作雕塑买下。但对我来说最有趣的是，我觉得那个人可能从未意识到，真正的艺术品并非ATM机本身，而是人们与ATM机互动的行为。

Like, they were cheering and screaming and celebrating and clapping and taking pictures, and it was sincere. It was actually like this wholesome one of us, like, celebration, which was not anything that we expected. And then to sort of like wrap up that week, the funny thing is a buyer ended up acquiring the ATM machine as a sculpture for a whopping $75,000. But the funny thing to me is I don't think that person ever realized that the artwork was not the ATM machine. The artwork was the act of people engaging with the ATM machine.

真正的艺术品是人们通过ATM机彼此建立的关系。你看，当初我们制作这个东西时，我们相当确信它会反映出巴塞尔迈阿密艺术展上人性最糟糕的一面。但我们错了。结果它只是让一群素不相识的陌生人，在一个巨大而尴尬的财务透明时刻，共同享受了一段美好时光。哦，我还没说完。

The actual artwork was the relationships that people developed with one another via the ATM machine. See, when we made this thing originally, we were pretty sure it was gonna reflect all the worst parts of humanity at Art Basel Miami. But we were wrong. It ended up just being a random crowd of total strangers having a great time together in one big awkward shared moment of financial transparency. Oh, I'm not done yet.

我还没说完。所以当你打开潘多拉的魔盒，释放出那些糟糕的点子时，显然，天空才是极限。所以让我们继续推进。我还有三分钟。这是一个巨大的水果麦圈。

I'm not done yet. So when you open Pandora's box of bad ideas, clearly, the sky's the limit. So let's keep pushing it. I got three minutes. This is a big Fruit Loop.

我觉得没什么可多说的了。它是真实的，大小约如餐盘，需要很多牛奶才能泡软，但我向你保证，它的味道和原版一样好。这个我们称之为‘Alexa门’。

I don't there's not much else to say. It's real. It's about the size of a dinner plate. It takes a lot of milk to put down, but I assure you, it's just as good as the original. This is what we call an Alexa gate.

这是一种电子设备，底部装有七个超声波扬声器，能向任何Alexa设备的麦克风发射白噪音，防止它在你不使用时偷听。而这个则是等比例雕塑，能记录并统计被触摸的次数。因为如果你去过画廊或博物馆，你知道不该触碰艺术品，所以这旨在阻止人们触摸艺术品。对吧。哦，其实我想把关于那辆车的故事讲完。

It's an electronics device armed with seven ultrasonic speakers at its base that blast white noise into the mic of any Alexa device to keep it from eavesdropping on you when you're not using it. And then this one is a life-sized sculpture that keeps track of and counts the number of times anyone has touched it. Because if you ever go to a gallery museum, you know, you're not supposed to touch the art, so this is supposed to discourage people touching the art. Right. Oh, actually, I wanted to wrap up the story about the car.

那辆车是真实的。5000把钥匙也是真实的。我们在2022年将它公之于众。接下来的九个月里，我们目睹了它易手数百次，甚至可能上千次，大多是通过和平的社区聚会，偶尔也有《侠盗猎车手》式的场景，这里不便多说。这九个月里，它从纽约出发。

The car was real. The 5,000 keys were real. We we released this to the world in the 2022. And for the following nine months, we actually got to watch this thing change hands hundreds, if not thousands of times, mostly via, like, very peaceful communal meetups and the occasional Grand Theft Auto, which can't really talk too much about here. Over that nine months, it started in New York.

它一路南下到了费城，在费城停留了几天，期间发生了《侠盗猎车手》式的事件。最终穿越中西部抵达西海岸，九个月后，GPS信号消失了。我们猜测项目就此结束，这没关系。它曾有过辉煌的一生。

It made its way down to Philadelphia. It stayed in Philadelphia for a few days, Grand Theft Auto. And then eventually made its way across the Midwest to the West Coast where nine months later, I mean, the GPS stopped. We kind of assumed that the project was over, which is okay. It it had a glorious life.

但有一天，我接到拖车场的电话，他们说：‘嘿，我们很确定这辆车是你的，因为登记在你名下，但奇怪的是不断有人拿着能启动的车钥匙来认领。’最终我们取回了车，它已无法行驶，我们决定将其安置在洛杉矶的一家艺术画廊里。

But then one day, I get a call, and it's a call from a tow pound. And the tow pound is saying, hey. We're pretty sure that we have your car because it is registered under your name, but it's such a weird thing because people keep showing up, and claiming the car, and they all have keys that work. So we ended up taking the car back. It was no longer functional, and we decided to place it in a in an art gallery in Los Angeles.

在画廊开幕式上，我目睹了完全出乎意料的场景：钥匙购买者们从全美各地飞来，不仅是为了看这件他们曾触碰互动的物品展出，更是为了首次线下相聚。我看着他们合影，分享各自与这辆车的奇妙经历，突然意识到——这个项目从来与车无关，与钥匙无关。

And at this gallery, actually, I got to attend the opening. And at the opening, I observed something that I totally did not expect to see, which was purchasers of the key had flown in from all over the country, not just to see the thing that they had touched and, you know, interacted with show up in a gallery, but they were actually there to meet each other for the first time. Right? Like, I watched them taking photos and sharing stories of their own individual escapades with the car, and I I took a step back and realized this project was never about the car. It was never about the keys.

它关乎人，关乎沿途结识的朋友。如今这辆车已面目全非，可惜仿木纹饰板消失了，但车身上布满了陌生人们为其他陌生人留下的涂鸦、绘画和潦草留言。

It was about the people. Like, it really was about the friends you make along the way. And now if you see the car, it it looks nothing like it did when we started out. The faux wood paneling is gone, regrettably. But now it's covered in paint, drawings, scribbled messages from complete strangers to total other total strangers.

它不再是车，而成了这个意外诞生的奇妙小群体的精神象征，被赋予了独立生命。现在，我想邀请各位摸下座椅下方，因为我放了...抱歉，开个玩笑。

It's no longer a car. Now it's a rallying point for this weird little random community that sprang up out of nowhere and gave this thing a life of its own. And with that, I'd like to invite each and every one of you to reach under your seat because I've placed sorry. Sorry. Sorry.

他们警告过我别这么干。但这是我的首次也是最后一次TED演讲，管他呢。我们都知道钥匙本该启动汽车，就像ATM本该吐钞，大红靴子本该是鞋。

They told me not to do that. I did it anyways. This is my first and last TED talk. Whatever. Anyways, we all know that keys, they start cars just like ATM machines are supposed to dispense cash, just like big red boots are supposed to be shoes.

但这个‘馊主意’里，每件事都背离了表面功能。它们自主生长，彻底蜕变成全新事物——无论好坏。对我而言，这才是最激动人心的部分。我并非鼓吹坏主意就是好主意，只是说：不妨探索那些让你不安的事物，因为你永远不知道会发生什么。

But in the case of the bad idea, none of these ended up being what they appeared to be on the surface. They ended up taking a life of their own and they all became something else entirely for better or for worse. And to me, that's the most exciting thing about it all. I'm not necessarily saying that bad ideas are good ideas. All I'm saying is give yourself a chance to explore the thing that makes you uncomfortable because you just never know what might happen.

好的，谢谢大家。

Alright. Thank you.

这是盖布·惠利在TED 2025的演讲。若您对TED的内容筛选机制感兴趣，可前往ted.com/curationguidelines了解更多。今天的节目就到这里。TED每日演讲隶属于TED音频联盟。本演讲事实核查由TED研究团队完成，制作编辑团队包括玛莎·埃斯特瓦诺斯、奥利弗·弗里德曼、布莱恩·格林、露西·利特尔和坦西卡·桑玛尼翁。

That was Gabe Whaley at TED twenty twenty five. If you're curious about TED's curation, find out more at ted.com/curationguidelines. And that's it for today. TED Talks Daily is part of the TED audio collective. This talk was fact checked by the TED research team and produced and edited by our team, Martha Estevanos, Oliver Friedman, Brian Greene, Lucy Little, and Tansika Sungmarnivong.

本期节目混音由克里斯托弗·法齐·博根完成。特别鸣谢艾玛·陶伯纳和丹妮拉·巴拉雷索的支持。我是艾莉丝·胡，明天将为您带来新的思想火花。感谢收听。

This episode was mixed by Christopher Fazy Bogan. Additional support from Emma Taubner and Daniella Balarezo. I'm Elise Hu. I'll be back tomorrow with a fresh idea for your feed. Thanks for listening.

如果您热爱旅行，Capital One有一款专为您设计的奖励信用卡。持有Capital One Venture X卡，您的每笔消费都能获得无限双倍里程。通过Capital One Travel预订酒店时，还可享受豪华酒店系列尊贵礼遇。Venture X卡更提供全球1000多个机场贵宾厅使用权。开启旅行无限可能，尽在Capital One VentureX卡。

If you love to travel, Capital One has a rewards credit card that's perfect for you. With the Capital One Venture X card, you earn unlimited double miles on everything you buy. Plus, you get premium benefits at a collection of luxury hotels when you book on Capital One Travel. And with Venture X, you get access to over 1,000 airport lounges worldwide. Open up a world of travel possibilities with the Capital One VentureX card.

您的钱包里有什么？

What's in your wallet?

条款适用。贵宾厅使用权可能变更。详情请访问capital1.com。

Terms apply. Lounge access is subject to change. See capital1.com for details.