【英文版】 Increase your odds of innovation success

The online search engine was a great idea, butAsk Jeeves failed. Social Networking was a transformative idea, but Six Degreesfailed. Grocery Delivery is also a fabulous idea, but yet Wevan failed. You maynot recognize these pioneering company names, but the ideas behind them pavedthe way for titans like Google, Facebook and Instacart or Amazon Fresh.

我们都知道，搜索引擎是个好点子，但是比谷歌更早成立的搜索引擎公司Ask Jeeves却失败了。我们也知道，社交网络是一个变革性的创意，但比facebook和推特成立更早的Six degree却失败了；杂货配送服务同样也是一个很棒的主意，但是外卖服务的开创者Webvan也失败了。

When we talk about innovation, we tend to talkabout ideas. But what about the founders of Ask Jeeves, Six Degrees and Webvan?They had great ideas that created entire industries and yet they lost theinnovation game. Clearly, a good idea is not enough.

你可能并不认识这些公司的名字，但是它们的好创意却使得诸如谷歌，Facebook和Instacart以及亚马逊这些行业巨头获得了成功。像Ask Jeeves，Six Degrees和Webvan的创始人，他们有创造一个全新行业的好点子，但他们却最终输掉了这场创新游戏。

因此显然，只有一个好主意是不够的，只有一个好创意还不足以让我们成功。

Welcome to Designing Innovation, a podcoursethat helps you increase your odds of innovation success. I'm your host, BethAmes Altringer.

In this course, we'll explore some of thereasons why great ideas and great teams fail frequently and we’ll do so with aneye toward preparing you to make the most of your own ideas.

大家好，欢迎大家来到创意思维课程，我是哈佛创意与设计研究实验室的创始人以及哈佛大学产品设计高级指导老师，贝丝·奥特林格。

我每年都会指导数百名学生和不同公司的主管及员工如何建立创意思维，我合作过的客户包括古驰（gucci）集团，施华洛世奇，彪马（Puma），迪士尼，OneWheel，Tesco等等，在接下来的课程中，我会给大家结合这些公司的创意案例，帮助大家去理解和吸收创意思维。

这门创意思维课不仅仅会告诉大家如何想出好创意，更重要的是，我会告诉大家，如何才能让你的创意获得成功。

To make your ideas succeed, you're going toneed the mindset of an innovator who's capable not only of having a great idea,but also of producing and optimizing it. You'll need to master tools likedesign thinking that can help you prove that there's a market out there for youridea.

And you'll need to develop the skills to rallya network of supporters around you by making it really easy for them to helpyou every step of the way.

在本课程中，我们将一起探究为什么很多好创意和优秀团队依然会失败，并帮你想清楚怎样才能使自己的创意获得成功。

为了让你的点子获得成功，首先，你不仅要有一个有新意的想法，你还需要不断优化它，同时你需要掌握一套设计思维工具，这些工具可以帮助你正确评估自己创意的市场需求和市场风险。而且，你还需要找到能够支持你创意的支持者，他们能够利用自身的技能在每个步骤中都帮助到你。

I teach product design at Harvard Universityand run Ames Studio. I teach hundreds of students and executives each year.Some of my past clients include Gucci Group, Swarovski, Puma, Disney, OneWheel,Tesco and many more.

我每年都会指导数百名学生和不同公司的主管及员工如何建立创意思维，我合作过的客户包括古驰（gucci）集团，施华洛世奇，彪马（Puma），迪士尼，OneWheel，Tesco等等，在接下来的课程中，我会给大家结合这些公司的创意案例，帮助大家去理解和吸收创意思维。

In these five units, you're going to learnwhat it takes to become a successful innovator and several tricks to help you getthere. Together, we'll learn from examples of some of the most successfulcompanies and some of the biggest failures.

You will learn from real stories and from someof our cutting edge research. I'll share mental models and tools that will helpyou learn to apply this knowledge in your business, in your home or your classroom.

在接下来这五个单元的学习中，我将教大家一些技巧来帮助你们实现创新目标。我们将一起学习一些最成功的创意案例和一些失败的案例。你将会从这些真实的故事以及我们的前沿研究中获得启发。我还会分享一些用户心理评估模型和工具给大家，并教会大家如何在不同的场景下应用这些工具。

Join me for this solid introduction into whatit takes, what research tips can help make you a better innovator, and how theprocess of design thinking can help you test the market for your next big idea.Let's get started.

这门课会让你对创意过程有一个全新的认知，，并帮助你找到更广阔的的市场，成为一个更优秀更成功的创新者，下面，就让我们开始这门课程吧。