412: Million Dollar Idea - This American Life
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00:00 00:00 Transcript Share This American Life Life Partners How to Listen Episodes Recommended About Overview Staff Announcements Fellowships Jobs Music Make Radio On The Road FAQ Submissions Merch Contact Us Our Other Shows Merch Follow Us Life Partners Subscribe to our newsletter Full episode Toggle Audio and Transcript Sync Transcript | Episode #412 | August 5, 2011 412: Million Dollar Idea Note: This American Life is produced for the ear and designed to be heard.
00:00 00:00 文字记录 分享此 美国生活 生活伙伴 如何收听 剧集 推荐 关于 概述 员工公告 奖学金 工作 音乐 在路上制作电台 常见问题解答 提交 商品 联系我们 我们的其他节目 商品 关注我们 生活伙伴 订阅我们的时事通讯 整集 切换音频和文字记录同步 文字记录 | 内容第 412 集 | 2011 年 8 月 5 日 412：百万美元创意 注：《This American Life》是为耳朵而制作的，旨在让人们听到。
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如果可以的话，我们强烈建议您收听音频，其中包括页面上没有的情感和重点。
Transcripts are generated using a combination of speech recognition software and human transcribers, and may contain errors.
文字记录是使用语音识别软件和人工转录员结合生成的，可能包含错误。
Please check the corresponding audio before quoting in print.
请在印刷版引用前检查相应的音频。
Prologue Ira Glass Hanco runs a shop that sells Vietnamese sandwiches and bubble tea on a corner in Brooklyn.
序言 Ira Glass Hanco 在布鲁克林的一个角落经营着一家出售越南三明治和珍珠奶茶的商店。
It's a neighborhood favorite, lots of tables, and sunlight streaming in through big windows, crowded most of the day.
这是邻居们最喜欢的地方，有很多桌子，阳光透过大窗户照射进来，一天中大部分时间都很拥挤。
Not long ago, a customer brought in a menu from a shop that opened up just four blocks away to show to Hanco.
不久前，一位顾客从相距四个街区的一家商店拿来一份菜单给汉科看。
Yeah.
是的。
When I saw this, I was really shocked.
当我看到这一点时，我真的很震惊。
OK, so here's your menu.
好的，这是您的菜单。
Just read the list of sandwiches from top to bottom.
只需从上到下阅读三明治清单即可。
Classic, grilled pork, grilled chicken, sardine, shredded chicken, tofu.
经典，烤猪肉，烤鸡，沙丁鱼，鸡丝，豆腐。
Now let's go to this other one and read.
现在让我们阅读另一篇文章。
OK, classic, grilled pork, grilled chicken, shredded chicken, tofu.
好吧，经典，烤猪肉，烤鸡，鸡丝，豆腐。
Or, go to the list of bubble teas.
或者，转到珍珠奶茶列表。
Here's Hanco's menu.
这是汉科的菜单。
Original bubble tea, almond, taro, honeydew coconut, coffee, thai tea.
原味珍珠奶茶，杏仁，芋头，蜜瓜椰子，咖啡，泰茶。
And the competitive, Henry's.
还有竞争性的亨利。
Hanco Original bubble tea, almond, taro, honeydew coconut, coffee, thai.
Hanco 原味珍珠奶茶，杏仁，芋头，蜜瓜椰子，咖啡，泰式。
Of the 42 sandwiches, salads, appetizers and drinks on Hanco's menu, all 42 are on Henry's in the exact same order, laid out in the same places on the menu posted $0.25 to $0.50 cheaper.
Hanco 菜单上的 42 种三明治、沙拉、开胃菜和饮料中，所有 42 种在 Henry's 上都以完全相同的顺序排列，放在菜单上的相同位置，标明价格便宜 0.25 至 0.50 美元。
And when you hold the two menu side by side, it's the same font, same colors, maroon letters on white.
当你并排拿着两个菜单时，它是相同的字体、相同的颜色、白底栗色字母。
Each one says in cursive, "free delivery on the upper right".
每张都用草书写着“右上角免费送货”。
The two menus look like copies except for the name on top.
除了顶部的名称之外，这两个菜单看起来就像副本。
I guess they're being lazy.
我猜他们很懒。
They don't want to be great creative.
他们不想成为伟大的创意者。
You're just like, "you know what, let's just copy and paste".
你就像，“你知道吗，让我们复制并粘贴”。
The three people who owned this new place have all worked for Hanco at some point or another.
拥有这个新地方的三个人都曾经在汉科工作过。
There was Henry, there was Henry's mom, and there was Hui.
有亨利，有亨利的妈妈，还有惠。
Hanco says in retrospect, they were always asking, "how do you make this?
汉科回忆道，他们总是问，“你是怎么做这个的？
What's the recipe for that?" And at the time he thought they were just trying to be helpful, until they opened up their own place and he put it all together.
其配方是什么？”当时他以为他们只是想帮忙，直到他们开辟了自己的地方，他把它们放在一起。
For two nights after he saw the menu, Hanco couldn't sleep.
看到菜单后，汉科连续两个晚上无法入睡。
He had trouble breathing.
他呼吸困难。
He wondered if he was having a heart attack.
他想知道自己是不是心脏病发作了。
He was really upset.
他真的很难过。
I understand like you want to start your own thing.
我理解你想开始自己的事情。
But you don't have to be identical.
但你们不必完全相同。
Do something different.
做一些不同的事情。
I mean, even though if you get my recipe, you stole my recipe.
我的意思是，即使你得到了我的食谱，你也偷了我的食谱。
Or you didn't steal it.
或者你没有偷。
You just know it.
你只是知道而已。
I teach you.
我教你。
You know it.
你知道的。
You work here for many years, you know the recipe.
你在这里工作了很多年，你知道配方。
You start your own business.
你开始自己的事业。
You open across the street, the next block.
你打开街对面，下一个街区。
I mean, that's your choice.
我的意思是，那是你的选择。
I can't do anything about that.
我对此无能为力。
You know, that's how it is.
你知道，事情就是这样。
Why do you do identical?
为什么你要做同样的事情？
Why do you confuse customers?
为什么让顾客感到困惑？
Because customers come to me, "is the the same as Hanco's".
因为顾客来找我，“和Hanco的一样”。
It has hurt Hanco's business.
这损害了汉科的生意。
Sales are down 10% to 15% he said.
他说，销售额下降了 10% 至 15%。
Meanwhile up the street at Henry's, things are going so badly them Henry and his mom left after just a few months.
与此同时，在亨利家的街道上，情况变得如此糟糕，亨利和他的妈妈在几个月后就离开了。
Now Hui ran the place alone.
现在回独自经营这个地方。
So I marched up the street to see what Hui had to say about all of this.
于是我沿着街道走去，想看看惠对这一切有什么看法。
Because Vietnamese sandwiches and bubble tea, they're an idea whose time has come, and not just in Brooklyn.
因为越南三明治和珍珠奶茶，它们的时代已经到来，而且不仅仅是在布鲁克林。
They're popping up all over the country.
它们出现在全国各地。
You you buy Vietnamese banh mi sandwiches in Biloxi, Mississippi right now.
你现在在密西西比州比洛克西购买越南三明治。
And bubble tea, you can get it in Idaho.
还有珍珠奶茶，你可以在爱达荷州买到。
With all that potential and opportunity out there, all that money to be made, why did Hui and Henry imitate this one restaurant four blocks away so slavishly all the way down to the font on the menu?
有了那么多的潜力和机会，那么多的钱，为什么许和亨利要如此盲目地模仿四个街区外的这家餐厅，一直到菜单上的字体？
What were they thinking?
他们在想什么？
And when I got to Henry's to ask this-- it's this tiny little shop-- what happened next was very, very strange.
当我去亨利店询问时——这是一家很小的小店——接下来发生的事情非常非常奇怪。
There was a man and two women behind the counter.
柜台后面有一个男人和两个女人。
And they swore they had never heard of anyone, anyone, named Hui.
他们发誓他们从来没有听说过任何人，任何人，名字叫回。
"No, no," they said, "This place had a new owner, some guy in Queens name Joey".
“不，不，”他们说，“这个地方有了新主人，是皇后区的一个叫乔伊的人”。
Does anyone work here who used to work at Hanco's?
有人曾经在 Hanco's 工作过吗？
I brought a Cantonese translator with me because I've been told the Hui's English wasn't so great.
我带了一名粤语翻译，因为有人告诉我回族的英语不太好。
Hui is Chinese, not Vietnamese.
回族是中国人，不是越南人。
The guy behind the counter got a funny look on his face.
柜台后面的那个人脸上露出奇怪的表情。
Yes, Ling told me he had worked at this place since the very beginning, seven months before.
是的，林告诉我他从一开始就在这个地方工作，七个月前。
But no, he had no idea who this Hui was.
但不，他不知道这个辉是谁。
He had never heard that name.
他从来没有听说过这个名字。
When I asked him if they knew anything about how they came up with a menu, if they stole from Hanco's, Ling would say things that seemed to indicate that he had no problem copying the menu.
当我问他他们是否知道他们是如何想出菜单的，如果他们从汉科那里偷的，林会说一些似乎表明他复制菜单没有问题的事情。
If you're like a kung fu student, if the master didn't teach you, how are you supposed to learn?
如果你像一个学功夫的学生，如果师傅不教你，你怎么学呢？
And then in the very next, he would say.
然后就在下一刻，他会说。
But I won't copy them.
但我不会复制它们。
We do their own thing.
我们做自己的事。
They do their own thing.
他们做自己的事。
There's a difference between the two restaurants and we just made a new menu.
两家餐厅有所不同，我们刚刚制作了新菜单。
Take a look at it.
看看它。
And, in fact, the new menu was glossy, and multi-colored, and didn't look like Hanco's menu at all.
事实上，新菜单光鲜亮丽，颜色多样，看起来根本不像汉科的菜单。
Though, of course, it still contained most of the items from Hanco's menu.
当然，它仍然包含汉科菜单上的大部分菜品。
"Stop talking about the past," Ling kept saying.
“别再说过去的事了。”凌不停地说。
"We don't know about the old menu and how it was made, we only know about no."
“我们不知道旧菜单以及它是如何制作的，我们只知道不。”
Back out on the street, the translator, his name was Lee, and we couldn't figure out what just happened.
回到街上，翻译，他的名字叫李，我们不明白刚刚发生了什么。
Ling had told us that he thought it would be perfectly acceptable if they copied from Hanco.
Ling 告诉我们，他认为如果他们抄袭 Hanco 是完全可以接受的。
But then he also said that they didn't copy from Hanco.
但随后他也表示他们没有抄袭Hanco。
Also, somehow he had never heard of Hui .
而且，不知何故，他从来没有听说过辉这个人。
None of them had.
他们都没有。
Even though Ling had been at the restaurant since the day that Hui and Henry started it seven months before.
尽管自从七个月前Hui和Henry开张以来，Ling就一直在这家餐厅了。
None of it made any sense.
这些都没有任何意义。
And it was hard to let it go.
而且很难放手。
He didn't know the name Hui , but he knew the old owner, whoever the old owner was.
他不知道辉这个名字，但是他认识老主人，不管老主人是谁。
But basically, I'm pretty sure he does know who Hui is by his body language.
但基本上，我很确定他确实通过他的肢体语言知道惠是谁。
He wasn't answering.
他没有回答。
Other questions he was answering.
他正在回答其他问题。
He just with avoiding the question whenever I mention Hui .
每当我提到辉时，他只是回避这个问题。
Do you think he's Hui?
你以为他是辉？
Lee I don't think so.
李 我不这么认为。
But that would be funny if he was.
但如果他是的话那就很有趣了。
He did take a while to answer his name his own name.
他确实花了一段时间才回答自己的名字。
So I don't know if that's really his name.
所以我不知道这是否真的是他的名字。
Let's take his picture.
我们来拍他的照片吧。
I pull out my digital camera, walk back into the restaurant, stand right in front of the counter facing Ling and the two other employees.
我拿出数码相机，走回餐厅，站在柜台前，面对 Ling 和另外两名员工。
I say nothing, point the camera.
我什么也没说，拿起相机。
I shoot.
我射击。
I walk out.
我走出去。
Four minutes later I'm back down the street inside the place where I started, the first restaurant, Hanco's.
四分钟后，我回到了街道上我开始的地方，第一家餐厅，Hanco's。
I show Hanco the photo and ask if he recognizes anybody.
我给汉科看了照片，问他是否认识任何人。
That's Hui with the white hat.
那是戴着白帽子的慧。
I've never seen this one.
我从没见过这个。
This is probably his wife.
这大概就是他的妻子吧。
So we had back four blocks in the other direction to Henry's store.
所以我们在亨利商店的另一个方向后退了四个街区。
And without the tape recorder on, I explained to Ling that I know he's actually Hui .
在没有打开录音机的情况下，我向Ling解释说我知道他实际上是Hui。
And I told him that I'm not trying to embarrass him.
我告诉他我并不是想让他难堪。
But please could he just explain to me why he and Henry decided to knock off Hanco's menu so thoroughly and completely.
但请他向我解释一下为什么他和亨利决定如此彻底地取消汉科的菜单。
He tells me, basically, that it was Henry's idea.
他告诉我，基本上这是亨利的主意。
Henry, when I check with him, says that it was actually Hui's idea.
当我向亨利询问时，他说这实际上是许的主意。
But neither of them could actually understand what the big deal was with copying a menu.
但他们俩都无法真正理解复制菜单有什么大不了的。
"All restaurants take from each other", Hui told me.
“所有餐厅都互相取长补短”，许告诉我。
You'll have two Japanese restaurants across the street from each other.
街对面就有两家日本餐馆。
They'll both sell the same items.
他们都会出售相同的商品。
That's how it always goes." In fact, Hanco, the guy with the first shop in the neighborhood, Hanco will tell anybody's who is curios that he got the idea for his place by visiting another Vietnamese sandwich shop in New York, one called Nicky's.
事情总是这样。”事实上，汉科是附近第一家商店的人，汉科会告诉任何好奇的人，他是通过参观纽约的另一家越南三明治店（一家名为 Nicky's）而萌生开店的想法的。
Sandwiches and bubble tea are this unlikely million dollar idea.
三明治和珍珠奶茶是一个不太可能价值数百万美元的创意。
It's this unlikely idea, but it started at one job and it spread like a virus through Brooklyn, infecting one small, aspiring businessmen after another, leaving a trail of jealousies, and ambitions, and hurt feelings in its wake.
这是一个不太可能的想法，但它始于一份工作，然后像病毒一样在布鲁克林传播，感染了一个又一个有抱负的小商人，留下了嫉妒和野心的痕迹，并随之伤害了感情。
None of these three guys are talking to each other anymore.
这三个人都不再说话了。
Apparently a million dollar idea can do that, even if the idea does not make you $1 million.
显然，一个价值一百万美元的想法可以做到这一点，即使这个想法不能让你赚到一百万美元。
Today on our radio show, we have stories of million dollar ideas, some of them with enough juice in them that they're actually worth actual millions, some of them only good enough to turn your life upside down and wreak havoc as you chase after them.
今天，在我们的广播节目中，我们讲述了价值数百万美元的想法的故事，其中一些想法具有足够的活力，实际上价值数百万美元，而另一些则仅仅足以让你的生活发生翻天覆地的变化，并在你追求它们时造成严重破坏。
At WBEZ Chicago, it's This American Life distributed by Public Radio International.
在 WBEZ 芝加哥，这是由国际公共广播电台发行的《This American Life》。
I'm Ira Glass, our show in four acts today.
我是艾拉·格拉斯，我们今天的演出有四幕。
Stay with us.
留在我们身边。
Act One, Going Up?
第一幕，上升？
There's a whole world of engineers and investors who are actively trying to invent million dollar ideas.
全世界的工程师和投资者都在积极尝试发明价值数百万美元的创意。
And in that world, there's something called an elevator pitch, which is pretty much exactly what you would guess it is.
在那个世界里，有一种叫做“电梯游说”的东西，这几乎就是你猜的那样。
It's the pitch that you would make for your product, for your idea, if you bumped into a rich investor on an elevator.
如果你在电梯里遇到一位富有的投资者，你就会为你的产品、你的想法做推销。
Figure you have 60 seconds, what's the vital stuff that will convince them.
想想你有 60 秒的时间，什么是能够说服他们的重要内容。
What are the details that you leave out?
您遗漏了哪些细节？
This is such a specific skill, apparently.
显然，这是一项特殊的技能。
MIT actually has a contest for its students and faculty with thousands of dollars in prices for elevator pitches.
麻省理工学院实际上为其学生和教师举办了一场电梯演讲竞赛，竞价数千美元。
There's a little video on YouTube encourage people to pitch in this contest.
YouTube 上有一个小视频鼓励人们参加这次比赛。
[MUSIC - "SEXY PITCH" BY MIT $100K ENTREPRENEURSHIP COMPETITION]
[音乐 - 麻省理工学院 10 万美元创业大赛的“性感宣传”]
Get it?
明白了吗？
Tim Rowe was a judge at this year's elevator pitch contest.
蒂姆·罗 (Tim Rowe) 是今年电梯推介大赛的评委。
He's an investor.
他是一个投资者。
And he runs what he describes as basically a big frat house, filled with start-up companies called the Cambridge Innovation Center.
他经营着一个他所描述的基本上是一个大兄弟会，里面充满了名为剑桥创新中心的初创公司。
He told me, "Elevator pitches actually do happen in real life." He's even witnessed one in an elevator.
他告诉我，“电梯推销确实发生在现实生活中。”他甚至在电梯里亲眼目睹过一次。
But usually they go like.
但通常他们会这样。
You're walking through the halls at, say, MIT.
你正在穿过麻省理工学院的大厅。
And you see a professor there.
你在那里看到一位教授。
And the professor is standing with a visitor.
教授正和一位访客站在一起。
And the visitor turns out to be a famous venture capitalist.
而这位来访者竟然是一位著名的风险投资家。
Right?
对吗？
And the professor turns to you and says oh, Joe, this is so and so.
教授转向你说哦，乔，这是某某。
He's looking around for interesting things to invest in.
他正在四处寻找有趣的东西来投资。
And this is your moment, right?
这是你的时刻，对吗？
Wait, wait, wait, and you've actually seen this happen?
等等，等等，等等，你真的见过这种情况吗？
This happens literally every day in Cambridge, Massachusetts.
在马萨诸塞州剑桥市，这种情况每天都会发生。
There are probably 100 venture capitalist circling, looking for the next thing to invest in.
可能有 100 名风险投资家正在寻找下一个投资对象。
And so it's these chance meetings, it happens regularly.
所以这是这些偶然的聚会，它定期发生。
The basics of a good elevator pitch, he says, are straightforward, talk in a way your grandparents could understand, don't expect the listener is an expert or knows scientific jargon.
他说，良好的电梯推销的基础很简单，以祖父母可以理解的方式进行交谈，不要指望听众是专家或了解科学术语。
That's apparently a challenge for lots of engineers.
这对于许多工程师来说显然是一个挑战。
You also have to explain how you and your team are qualified to actually accomplish the thing you're setting out to do.
您还必须解释您和您的团队如何有资格实际完成您打算做的事情。
You have to prove you're an expert in field, if you've got Nobel Laureates working with you, it would be a good time to mention it.
你必须证明你是该领域的专家，如果你有诺贝尔奖获得者与你共事，那么现在就是提及这一点的好时机。
And finally, engage the listeners emotions.
最后，调动听众的情感。
Grab them from the start.
从一开始就抓住它们。
At the MIT competition, there was a pitch for medical procedure that Tim says, "Did that really well with a very simple gimmick".
在麻省理工学院的竞赛中，有一个关于医疗程序的宣传，蒂姆说，“用一个非常简单的技巧就做得很好”。
Here is the pitch.
这是球场。
There was a space theme to the competition.
比赛有一个太空主题。
So you'll hear each pitch begins with a countdown.
因此，您会听到每个音调都以倒计时开始。
This year, Harrison Ford turned 67, putting him at a high risk for prostate cancer.
今年，哈里森·福特 (Harrison Ford) 已年满 67 岁，患前列腺癌的风险很高。
If tomorrow he were to be sadly diagnosed with this disease, he would discover that he has two main treatment options, either undergo surgery to remove his prostate rendering him impotent, or do nothing but be comforted by having sex.
如果明天他不幸被诊断出患有这种疾病，他会发现他有两种主要的治疗选择，要么接受手术切除前列腺，使他阳痿，要么什么也不做，只是通过性行为来安慰。
At Hydrangle Systems, we don't want the Indiana Joneses if the world to have to choose between life and sex.
在 Hydrangle Systems，如果世界必须在生命和性之间做出选择，我们不希望成为印第安纳琼斯。
That is why our team of biomedical engineers at the Johns Hopkins University has designed and created the Apex.
这就是我们约翰霍普金斯大学的生物医学工程师团队设计和创建 Apex 的原因。
The Apex is a probe-like device that is used during minimally invasive freezing procedures to protect the sex nerves surrounding the prostate and maintain patient potency.
Apex 是一种类似探针的设备，在微创冷冻手术中使用，以保护前列腺周围的性神经并保持患者的性功能。
Let me just pause this for a second.
让我暂停一下。
So I heard that, and I wondered how poor Harrison Ford get dragged into this pitch.
所以我听到了这个消息，我想知道可怜的哈里森·福特是如何被拖进这个球场的。
Yeah, exactly.
是的，完全正确。
But if you took Harrison Ford out of it, it would lack that moment that causes you to set up and listen.
但如果你把哈里森·福特从其中剔除，它就会缺少让你开始倾听的那一刻。
Now I don't know that Harrison Ford ever had this procedure.
现在我不知道哈里森·福特曾经做过这个手术。
I think it really has nothing to do with him.
我觉得这确实与他无关。
But it was a wonderful device.
但这是一个很棒的设备。
And really probably everyone in the room remembers that pitch a year later.
一年后，很可能房间里的每个人都记得那个演讲。
The prostate cancer treatment market is worth $3.4 billion.
前列腺癌治疗市场价值 34 亿美元。
The Apex will start generating revenue at the end of year two, and is so transformative that the acquisition of Hydrangle Systems at any stage will allow for a quick return on investment.
Apex 将在第二年年底开始产生收入，其变革性如此之大，以至于在任何阶段收购 Hydrangle Systems 都将能够快速获得投资回报。
So men and women, don't let prostate cancer be your temple of doom, invest in Hydrangle Systems.
因此，男人和女人，不要让前列腺癌成为您的厄运，投资 Hydrangle Systems。
And we'll let you stay as active as Indiana Jones.
我们会让您像印第安纳·琼斯一样保持活跃。
There's more one more element that I really think is important in a pitch, and made the difference between the pitch you just heard, and the one that won that competition.
我确实认为还有一个元素在推介中很重要，并且使您刚刚听到的推介与赢得比赛的推介之间存在差异。
And that is that what you're doing has to matter.
这就是你所做的事情必须很重要。
Matter, you mean, like there's a lot of customers out there?
你的意思是，外面有很多顾客？
Well, no. That's good.
嗯，不。那很好。
Big makes money.
大了就赚钱了
That's important.
这很重要。
That's mattering in one way.
从一方面来说，这很重要。
But I think there's so much going on in the world today, there's so many choices we have about what to spend our time on, that we tend to put a little extra energy into the ones where we say, this is a problem that really needs attention.
但我认为当今世界发生了太多事情，我们对于如何花时间有太多选择，以至于我们倾向于在我们所说的“这是一个真正需要关注的问题”上投入一点额外的精力。
Right?
对吗？
So I worry about Harrison Ford's sex life somewhat.
所以我有点担心哈里森·福特的性生活。
That matters I suppose.
我想这很重要。
But they're probably problems out there that matter more.
但它们可能是更重要的问题。
Really so you're almost saying that people who invest in stuff want to make the world a better place as part of their investing, and that you have to take that into account.
真的，你几乎是在说，投资东西的人希望让世界变得更美好，作为他们投资的一部分，你必须考虑到这一点。
There are certainly investors who care only about the money.
当然有些投资者只关心钱。
But I think that of the investors I know, they would prefer to have an investment which both makes money and does something exciting that makes the world a better place.
但我认为，在我认识的投资者中，他们更愿意进行一项既能赚钱又能做一些令人兴奋的事情，让世界变得更美好的投资。
That's probably why most of us who do investing got into that.
这可能就是我们大多数投资人参与其中的原因。
Really?
真的吗？
Didn't people get into investing to make money?
人们投资不就是为了赚钱吗？
I'm talking about the investors who invest in new ideas, the crazy new ideas, if you will.
我说的是那些投资新想法的投资者，如果你愿意的话，可以说是疯狂的新想法。
I think if you were just purely interesting in making money, you would probably end up on Wall Street.
我认为如果你只是纯粹对赚钱感兴趣，你可能最终会进入华尔街。
And if you are hunting around the halls of MIT, meeting with the head of the chemistry department, that kind of person is a little bit of a quirkier person, and in my experience, is someone who is more about the outcomes and not solely about the economics.
如果你在麻省理工学院的大厅里闲逛，会见化学系的负责人，那种人是一个有点古怪的人，根据我的经验，他更关心结果，而不仅仅是经济。
Well then let's play the winner.
好吧，那么让我们来玩胜利者吧。
And let me ask you what is this person doing right.
让我问你这个人做对了什么。
Let's hear the pitch
让我们听听音调
The most widely used manufactured material on the planet is concrete.
地球上使用最广泛的制造材料是混凝土。
On average, each person uses more than three tons of concrete a year.
平均每人每年使用三吨以上混凝土。
Unfortunately concrete manufacturing process contributes to more than 10% of carbon dioxide emissions worldwide.
不幸的是，混凝土制造过程产生的二氧化碳排放量占全球二氧化碳排放量的 10% 以上。
However, they have been able to develop a concrete that not only cuts the carbon dioxide emissions by half, but also it is five times stronger than normal concrete.
然而，他们已经能够开发出一种混凝土，不仅可以将二氧化碳排放量减少一半，而且强度比普通混凝土高五倍。
Our design is unique because we have discovered how to change the very nanostructure of concrete.
我们的设计是独一无二的，因为我们发现了如何改变混凝土的纳米结构。
This approach is environmentally friendly, and at the same time, it reduces the costs of concrete manufacturing by 40%.
这种方法不仅环保，同时还能将混凝土制造成本降低40%。
Given that the US market for concrete is over $100 billion a year, this makes--
鉴于美国混凝土市场每年超过 1000 亿美元，这使得——
Actually, let me stop so far.
事实上，让我到目前为止。
So what have you heard so far that's working?
那么到目前为止，您听说过哪些有效的方法？
OK, so it's just unbelievable.
好吧，这真是令人难以置信。
So first of all he's saying this is $100 billion market.
首先他说这是一个价值 1000 亿美元的市场。
So it's a lot of money.
所以这是很多钱。
The greed gene, the greed glands are flowing here.
贪婪基因、贪婪腺体都流淌在这里。
Second of all, he's saying our product is cheaper than what's out there now.
其次，他说我们的产品比现在的产品便宜。
The single biggest motivator for a business, or anybody, to use a new product instead of the existing product, is because it's cheaper.
对于企业或任何人来说，使用新产品而不是现有产品的最大动力是因为它更便宜。
So that's a quick way into the market.
所以这是进入市场的快速途径。
OK, so it's cheaper.
好的，所以比较便宜。
Second of all, if he said it's better but it's not cheaper, that's trickier, right?
其次，如果他说更好但并不便宜，那就更棘手了，对吧？
Well, do I need it better?
嗯，我需要它更好吗？
So the first thing, it's cheaper.
所以首先，它更便宜。
The second thing is it's also better.
第二件事是它也更好。
He said it's five times stronger than existing concrete.
他说它的强度是现有混凝土的五倍。
Wow.
哇。
And then he gives you the it matters line.
然后他给你重要的路线。
Right?
对吗？
He says that 10% of global production of carbon dioxide emissions is from concrete.
他说，全球生产二氧化碳排放量的 10% 来自混凝土。
And then here he gets to the point where he has the qualifications of the people that they're a team who can actually pull this off.
然后他就达到了这样的地步：他拥有这些人的资格，他们是一支真正能够实现这一目标的团队。
We have a team of five researches, including three superstar professors at MIT.
我们有一个由五名研究人员组成的团队，其中包括三名麻省理工学院的超级明星教授。
I, myself, am a last year Ph.D. student working on innovative concrete.
我本人是去年的博士生。学生正在研究创新混凝土。
And we are looking for two more passionate people to complete our team for financial aspects.
我们正在寻找两名更有激情的人来完善我们的财务团队。
[APPLAUSE] Ira Glass Now you hear a lot of pitches.
[掌声] Ira Glass 现在你听到了很多声音。
What are some of the weirdest pitches you've ever heard?
您听过哪些最奇怪的推销方式？
Well, this is actually very recent, in the last few weeks.
嗯，这实际上是最近几周发生的事情。
And so I hope someone listening to this program is enthralled with this idea, and somehow finds the entrepreneur and invests in them.
因此，我希望收听该节目的人对这个想法着迷，并以某种方式找到企业家并投资于他们。
We didn't.
我们没有。
But this entrepreneur probably has a number of dogs and has a backyard.
但这位企业家可能有很多只狗，并且有一个后院。
And the question is what to do with all the dog remainders left in the backyard.
问题是如何处理留在后院的所有狗残骸。
And what they invented was a cup that you can put over the dog remainder.
他们发明了一个杯子，你可以把它放在狗的残渣上。
And it liquefies the poop so that it will flow into the ground, and I guess also fertilize the ground.
它会液化粪便，使其流到地下，我想也会给土地施肥。
And the way they describe doing it is that they have a series of high speed knives which move through the space underneath this cup, through the poop in every possible direction while-- I think, if I understood it correctly-- spraying the poop at high speed with water, something of the nature.
他们描述的方式是，他们有一系列高速刀具，这些刀具穿过杯子下方的空间，从各个可能的方向穿过粪便，同时——我想，如果我理解正确的话——用水高速喷洒粪便，这是大自然的东西。
Ew.
呃。
Tim Rowe Well you say that, but if you have this problem, wouldn't you want to make the poop go away?
蒂姆·罗（Tim Rowe）：好吧，你是这么说的，但如果你有这个问题，你难道不想让便便消失吗？
I don't know.
我不知道。
There's just something so disgusting about that, about this device.
这个设备有一些非常恶心的地方。
Then you have to like clean out the poo-encrusted device afterward.
然后你必须在事后清理掉沾有粪便的设备。
Well, I think actually, the high speed water actually cleans it.
嗯，我认为实际上，高速水确实可以清洁它。
So I think it cleans itself.
所以我认为它会自我清洁。
Ah.
啊。
So I don't know why, but it just seems really disgusting to me.
所以我不知道为什么，但这对我来说真的很恶心。
Why didn't you invest in it?
你为什么不投资它？
I think maybe that's one of the things, that it didn't seem like something that we wanted to bank our futures on.
我想也许这就是其中之一，我们似乎不想把我们的未来寄托在这上面。
We'd probably have to go to conferences and demonstrate this on a regular basis or something.
我们可能必须定期参加会议并展示这一点。
Ira, the inventiveness of people in this country is just completely remarkable.
艾拉，这个国家人民的创造力是非常了不起的。
I've lived all over the world and--
我住过世界各地并且——
Wait, wait, I want to stay on the poo for a second.
等等，等等，我想在便便上待一会儿。
I feel like what you're saying is very uplifting.
我感觉你说的很励志。
But I want to bring us back to poo.
但我想让我们回到便便。
You know the problem with this, what you're saying, that's exactly the problem with this.
你知道这有什么问题，你所说的，这正是这方面的问题。
If you got into business with these people, you'd be talking about poo all the time.
如果你和这些人做生意，你就会一直谈论粪便。
Like your life would be filled with these poo discussions.
就像你的生活会充满这些关于粪便的讨论一样。
And you'd be constantly having to evoke the image in your head of poo dissolving underneath this cup over and over.
而且你必须不断地在你的脑海中一遍又一遍地唤起大便溶解在这个杯子下面的图像。
Like that image would be in your head like every day.
就像那个画面每天都会出现在你的脑海里一样。
You'd have to think about that.
你必须考虑一下。
Like who wants to be in that business?
比如谁想从事这个行业？
Well you know, people are in the septic tank emptying business.
你知道，人们从事化粪池清空工作。
Right?
对吗？
I mean these are businesses.
我的意思是这些都是企业。
Somebody has to take care of them.
必须有人照顾他们。
Why not this one?
为什么不是这个呢？
Tim Rowe, venture capitalist at the Cambridge Innovation Center.
Tim Rowe，剑桥创新中心的风险投资家。
[MUSIC - "SEXY PITCH" BY MIT $100K ENTREPRENEURSHIP COMPETITION]
[音乐 - 麻省理工学院 10 万美元创业大赛的“性感宣传”]
Act Two, The Invention of Cheese.
第二幕，奶酪的发明。
We follow all these business pitches now with an anti-pitch from Kumail Nanjiani.
我们现在通过库梅尔·南贾尼 (Kumail Nanjiani) 的反推介来关注所有这些商业推介。
It's very brief, not from the MIT competition, for a new product you may have heard of.
对于您可能听说过的新产品，它非常简短，不是来自麻省理工学院的竞赛。
Have you guys heard of this new drug called cheese, cheese?
你们听说过这种新药，叫奶酪奶酪吗？
You've heard of it?
你听说过吗？
No, OK.
不，好吧。
That's like the street name for it.
这就像它的街道名称。
It's like a new drug cocktail called cheese.
这就像一种名为奶酪的新药物鸡尾酒。
And I read like four or five news reports on it that were like, "There's this new drug called cheese that's sweeping the nation.
我读到了四五篇关于它的新闻报道，比如“有一种叫做奶酪的新药正在席卷全国。
Kids in the Midwest are doing it.
中西部的孩子们正在这样做。
It's an epidemic.
这是一种流行病。
It's a new drug.
这是一种新药。
It's an epidemic."
这是一种流行病。”
Then I looked up what cheese is, cheese is Tylenol PM and heroin.
然后我查了一下奶酪是什么，奶酪是泰诺PM和海洛因。
So really it's heroin.
所以确实是海洛因。
It's mostly heroin.
主要是海洛因。
Heroin's doing the heavy lifting in this drug cocktail.
海洛因在这种药物鸡尾酒中起着举足轻重的作用。
It's not a new drug.
这不是一种新药。
It's mostly heroin.
主要是海洛因。
I can't put heroin on pancakes and go, I have a new drug.
我不能把海洛因放在煎饼上然后走，我有一种新毒品。
I call it shake cakes.
我称之为奶昔蛋糕。
You eat them every day.
你每天都吃它们。
If you stop, you'll get the shakes.
如果你停下来，你就会发抖。
Don't forget the special shake sauce, it's maple syrup and heroin.
别忘了特制的奶昔酱，它是枫糖浆和海洛因。
Pour that on there.
把它倒在那里。
It's not a new drug, is my point.
我的观点是，这不是一种新药。
It's mostly heroin.
主要是海洛因。
I think the last new drug was crystal meth, which you had to make in your bathtub.
我认为最后一种新毒品是冰毒，你必须在浴缸里制作它。
And if you [BLEEP] up while you were making it, everything would explode and you would die.
如果你在制作过程中[发出哔哔声]，所有东西都会爆炸，你就会死。
That's how dangerous that drug is.
可见这种药物有多危险。
Just trying to make it can kill you.
只是试图做到这一点可能会杀了你。
And you make it just from shit you get at the store.
而且你只是用从商店买来的粪便做的。
To make cheese, you still need heroin.
要制作奶酪，您仍然需要海洛因。
Just do the heroin.
只做海洛因。
You already have heroine.
你已经有了女主角了。
Just do the heroin.
只做海洛因。
That my message to you guys tonight.
这是我今晚要给你们传达的信息。
Just do the heroin.
只做海洛因。
That's my time, guys.
那是我的时间了，伙计们。
Thank you.
谢谢。
[APPLAUSE] OK, kids, say no to drugs.
[掌声]好吧，孩子们，对毒品说不。
That's Kumail Nanjiani performing at Comix in New York.
这是库梅尔·南贾尼 (Kumail Nanjiani) 在纽约 Comix 的表演。
You can find his tour schedule on Twitter.
你可以在 Twitter 上找到他的巡演日程。
He's headlining his first show at the Hollywood Improve August 17.
他将于 8 月 17 日在 Hollywood Improve 上首次亮相。
Coming up, smoke your way to financial health That's in a minute.
接下来，通过抽烟来实现财务健康 一会儿就到了。
From Chicago Public Radio and Public Radio International when our program continues.
当我们的节目继续进行时，来自芝加哥公共广播电台和国际公共广播电台。
This American Life, I'm Ira Glass.
这个美国生活，我是艾拉·格拉斯。
Each week on our show, of course, we choose a theme, bring you different kinds of stories on that team.
当然，每周我们的节目都会选择一个主题，为您带来该团队的不同故事。
Today's show, million dollar idea, stories of great ones, and less successful ones.
今天的节目，价值百万美元的创意，伟大人物和不太成功人物的故事。
We have arrived it act three of our show, Act Three, Get Rich or Die Trying.
我们已经到了节目的第三幕，第三幕，要么致富，要么死去。
Chana Joffe-Walt has the story of our next million dollar idea, a very, very ambitious idea.
Chana Joffe-Walt 讲述了我们下一个价值百万美元的想法的故事，这是一个非常非常雄心勃勃的想法。
This particular million dollar idea was to take something generally seen as bad and turn it good, death.
这个价值数百万美元的特殊想法是把通常被视为坏事的事情变成好事，那就是死亡。
I think it's safe to say, universally seen as a bad thing.
我认为可以肯定地说，普遍认为这是一件坏事。
So take that and make people see good in it.
因此，接受它并让人们看到它的好处。
That was the plan.
这就是计划。
It started in Prague in 1999.
它于 1999 年在布拉格开始。
A couple law makers begin unwittingly laying the groundwork for a million dollar idea, by doing something tedious, something lawmakers always do, talking about the budget, specifically talking about raising taxes on cigarettes to cover that budget.
几位立法者开始不知不觉地为一百万美元的想法奠定基础，他们做了一些乏味的事情，立法者总是做的事情，谈论预算，特别是谈论提高香烟税以支付预算。
Czech reporters then began doing something tedious reporters always do, randomly asking smokers on the street for their two cents.
然后捷克记者开始做一些记者经常做的乏味的事情，随机向街上的吸烟者索要两分钱。
On a busy Prague street, some shrugged saying at most, they would cut down, while others admitted once prices rose, they would consider quitting for good.
在繁忙的布拉格街道上，一些人耸耸肩表示，最多会减少开支，而另一些人则承认，一旦物价上涨，他们会考虑永远退出。
I guess I'm going to have to quit.
我想我将不得不退出。
What can you do?
你能做什么？
I'm a pension earner.
我是一名养老金领取者。
And it really hits my pension check.
这确实影响了我的养老金支票。
I've already reduced the number I smoke to only ten a day.
我已经把抽烟的数量减少到每天只抽十支。
Definitely it's a good thing.
绝对是一件好事。
I'm for it.
我赞成。
When the prices go up, it will force me to consider whether I really want to put my money into cigarettes instead of, for example, sport.
当价格上涨时，它会迫使我考虑我是否真的想把钱花在香烟上，而不是比如运动上。
You know whose dog whistles that only dogs can here, this kind of man on the street news clip where people are casually throwing around the words quit, and put money somewhere else, is a tobacco executives dog whistle.
你知道谁的狗哨子只有狗才能在这里，这种在街上的新闻片段中人们随意扔出“戒烟，把钱放在其他地方”的人，是烟草公司高管的狗哨子。
They pay attention immediately.
他们立即注意。
And that attention is undivided.
而且这种注意力是一心一意的。
Those smokers in 1999 more than likely smoked Phillip Morris cigarettes.
1999 年的那些吸烟者很可能吸的是菲利普莫里斯香烟。
The company was the largest manufacturer in the Czech Republic by far, and the largest in the world.
该公司是迄今为止捷克共和国最大的制造商，也是世界上最大的制造商。
And there was something specific about the Czech taxes conversation that got under the skin of Phillip Morris executives.
关于捷克税收的谈话有一些具体的内容让菲利普·莫里斯公司的高管们深感不安。
It was this.
就是这个。
Legislators were arguing that tax increases were necessary because smoking hurt the economy.
立法者认为增加税收是必要的，因为吸烟会损害经济。
People get sick from smoking.
人们因吸烟而生病。
And in a place like the Czech Republic with public health care, the government has to pay for that.
在像捷克共和国这样拥有公共医疗保健的地方，政府必须为此付费。
This particular logic struck the Phillip Morris people as bizarre.
这种特殊的逻辑让菲利普莫里斯公司的人觉得很奇怪。
Not just bizarre, wrong.
不仅奇怪，而且错误。
And so inspired by accuracy and the threat of taxes, Phillip Morris came up with their million dollar idea.
因此，受到准确性和税收威胁的启发，菲利普·莫里斯提出了他们价值百万美元的想法。
Well, they commissioned a study to tote up the costs and the benefits to the Czech government of its people's smoking habits.
嗯，他们委托进行了一项研究，统计捷克政府人民吸烟习惯的成本和收益。
Gordan Fairclough covered tobacco for the Wall Street Journal.
戈丹·费尔克拉夫 (Gordan Fairclough) 为《华尔街日报》报道烟草报道。
And he says, "In its simplest form, the idea was this, death, death saves you money, the more complicated form, a 28 page economic analysis.
他说：“最简单的形式是，死亡，死亡可以为你省钱，更复杂的形式是 28 页的经济分析。
Could you just read the executive summary of that study, just the bolded part?
您能否阅读该研究的执行摘要，即粗体部分？
The bolded part, OK.
加粗部分，OK。
So the beginning of the study says, "Based on up to date reliable data and consideration of all relevant contributing factors, the effect of smoking on the public finance balance in the Czech Republic in 1999 was positive, estimated at CZK 5.8 billion.
因此，研究的开头写道：“根据最新的可靠数据和对所有相关影响因素的考虑，1999 年吸烟对捷克共和国公共财政平衡的影响是积极的，估计为 58 亿捷克克朗。
Quick currency conversion interruption, CZK 5.8 billion in 2000, that's after $147 million a year, coming largely from tobacco-related taxes, but also from other things.
货币兑换快速中断，2000 年为 58 亿捷克克朗，相当于每年 1.47 亿美元，主要来自与烟草相关的税收，但也来自其他方面。
So basically, you know, what they're trying to do here is tote up here the gains and losses to public finances from smoking.
所以基本上，你知道，他们在这里试图做的就是在这里记录吸烟给公共财政带来的收益和损失。
So if you have people smoking and their life span is not as long, you record big savings on housing for the elderly, for example, [INTERPOSING VOICES].
因此，如果有人吸烟并且他们的寿命不那么长，那么您会在老年人住房方面节省大量资金，例如[INTERPOSING VOICES]。
Because people die?
因为人会死？
Gordan Fairclough Because people die.
戈登·费尔克拉夫 因为人都会死。
Because people die early, you also pay less out in pensions and other social benefits to the elderly.
由于人们早逝，您为老年人支付的养老金和其他社会福利也会减少。
People die early, you don't have to pay health care costs for all their non-smoking-related illnesses that they would get later in life, all of which in this study are seen on that kind of positive side of the ledger.
人们会早逝，你不必为他们晚年患上的所有与吸烟无关的疾病支付医疗费用，所有这些在这项研究中都体现在账本的积极一面。
On the negative side, you have the costs of fires started by people smoking, falling asleep in bed smoking, doing other things with cigarettes.
不利的一面是，人们吸烟、在床上睡觉吸烟、用香烟做其他事情而引发火灾的代价。
The financial implications of people who stop working earlier, either because they die or they get too sick to work, so the state then loses the income tax that they might charge those people.
人们提前停止工作的经济影响，要么是因为他们死亡，要么是因为病得太重而无法工作，因此国家就失去了他们可能向这些人征收的所得税。
Also on the cost side is, the cost of treating people for smoking-related diseases and for secondhand smoke.
成本方面还包括治疗与吸烟相关的疾病和二手烟的费用。
So the way these consultants tote that all up is people smoking is a net benefit, a net financial benefit to the Czech state of that CZK 5.8 billion.
因此，这些顾问认为人们吸烟是一种净效益，为捷克政府带来了 58 亿捷克克朗的净经济效益。
The report is thorough.
报告很详尽。
It begins by laying out its methodology, then later its quantification methods, concluding with a glossary that defines morbidity and mortality.
它首先阐述其方法论，然后阐述其量化方法，最后以定义发病率和死亡率的术语表结束。
Turns out-- who knew-- the technically uses of those two words are very different.
事实证明——谁知道呢——这两个词的技术用途非常不同。
And then five pages of references.
然后是五页参考文献。
Gordan Fairclough and I spent a long time reading through it together.
戈登·费尔克拉夫和我花了很长时间一起阅读这本书。
So you don't have to pay that.
所以你不必支付那个费用。
You don't have to pay the monthly insurance payments paid from the state budget for each pensioner, each retired person.
您不必为每个养老金领取者、每个退休人员支付由国家预算支付的每月保险金。
Then you multiply that out by the 22,000 deaths due to tobacco smoking in the Czech Republic in 1999 with a nice reference to an epidemiology, one of the most famous of the tobacco controlled epidemiologists there.
然后将其乘以 1999 年捷克共和国因吸烟导致的 22,000 人死亡，并很好地参考了流行病学，他是该国最著名的烟草控制流行病学家之一。
So this is a weird thing.
所以这是一件奇怪的事情。
To get all these numbers to make their argument, Phillip Morris had to go to the only people who collect these numbers, their enemies, public health people, tobacco control lobbyists, basically anti-tobacco people.
为了让所有这些数据来表达他们的论点，菲利普·莫里斯必须去找唯一收集这些数据的人，他们的敌人，公共卫生人士，烟草控制游说者，基本上是反烟草人士。
You know what the tobacco control people would tote up as the harm of smoking, and Phillip Morris is toting up as the benefit to the Czech state.
你知道控烟人士会认为吸烟有什么危害，而菲利普·莫里斯则认为吸烟对捷克有好处。
I read the report and couldn't believe that they had put it in writing.
我读了这份报告，简直不敢相信他们竟然把它写成书面形式。
This is one of the tobacco control people, Matt Myers.
这是控烟人士之一，马特·迈尔斯。
He works for the Campaign for Tobacco Free Kids in D.C. In the years leading up to the Phillip Morris study, Matt and a lot of other anti-tobacco people had done some research that told them to ease up on the smoking is bad for you message, and instead, focus on a message that seemed like it would be a lot more effective.
他为华盛顿特区的无烟儿童运动工作。在菲利普·莫里斯研究之前的几年里，马特和许多其他反烟草人士做了一些研究，告诉他们减少吸烟对你有害的信息，相反，专注于看起来会更有效的信息。
Tobacco companies are bastards and they're out to get you.
烟草公司都是混蛋，他们想抓你。
For us, a report like this was truly like manna from heaven.
对于我们来说，这样的报告简直就像是从天而降的甘露。
This report was a complete gift.
这份报告是一份完整的礼物。
The next thing I did was sit down with our communications people and say what can we do with this?
我做的下一件事是与我们的通讯人员坐下来讨论我们能用这个做什么？
The story ran in the Prague Post.
这个故事刊登在《布拉格邮报》上。
Gordan wrote it up for the Wall Street Journal.
戈登为《华尔街日报》撰写了这篇文章。
It then quickly made it to CBS Evening News, ABC World News Tonight, in New York Times, and USA Today among many others.
随后，它很快登上了哥伦比亚广播公司晚间新闻、美国广播公司今晚世界新闻、《纽约时报》和《今日美国》等媒体。
Some select newspaper headlines, "Death in the Ashes", "Tobacco Blows its Smoke" and "Smoking Cuts Elderly Costs and Elderly".
有些人选择报纸头条，“死在灰烬中”、“烟草冒烟”和“吸烟降低老年人成本和老年人”。
Matt Myers and several other tobacco people ran there own ran their own ad campaign featuring a corpse at the morgue with a price tag dangling off a grey, big toe.
马特·迈尔斯（Matt Myers）和其他几位烟草从业者也在那里开展了自己的广告活动，其中的广告是停尸房里的一具尸体，灰色的大脚趾上挂着价格标签。
Let me put it this one, in one fell swoop, it allowed us to counter over $100 million of tobacco advertising.
让我这么说吧，它一下子让我们对抗了价值超过 1 亿美元的烟草广告。
And that felt good.
这感觉很好。
Is was worth $100 million?
价值1亿美元吗？
Matt Myers Yes in critical respects.
马特·迈尔斯 在关键方面是的。
Getting our hands on that report allowed us to do with almost no funds, what the tobacco industry had spend $100 million trying to do.
拿到这份报告后，我们几乎不需要任何资金就能完成烟草业花费 1 亿美元试图完成的任务。
Phillip Morris apologized, then apologized again.
菲利普莫里斯公司道歉了，然后再次道歉。
Top executives repeated that they never authorized the study, that it was done by a Czech subsidiary of Phillip Morris without headquarter's permission.
高层管理人员重申，他们从未授权这项研究，该研究是由菲利普莫里斯公司的捷克子公司在未经总部许可的情况下进行的。
They issued public statements such as, "All of us at Philip Morris are extremely sorry.
他们发表了公开声明，例如：“菲利普莫里斯公司的所有人都深感抱歉。
No one benefits from the very real, serious, and significant diseases caused by smoking".
没有人能从吸烟引起的非常真实、严重和显着的疾病中受益”。
And their public relations guy in Prague, [UNINTELLIGIBLE] did one recorded interview, one poorly recorded interview with Czech Radio.
他们在布拉格的公关人员[无法辨认]做了一次录音采访，一次捷克广播电台的录音采访，录音质量很差。
We commissioned this study and it was not about health policy.
我们委托进行了这项研究，它与卫生政策无关。
But it was a part of an ongoing debate about the economics of cigarette excise tax policy in the Czech Republic.
但这是有关捷克共和国卷烟消费税政策经济学的持续辩论的一部分。
And I must say Phillip Morris deeply regrets any impression from this study that a premature death of smokers represents a benefit to this society.
我必须说，菲利普·莫里斯对这项研究给人留下的任何印象深感遗憾，即吸烟者过早死亡对这个社会是有利的。
I talked with several Phillip Morris people from that time.
我和当时的几位菲利普·莫里斯公司的人进行了交谈。
Not one and them would allow me to record.
没有人和他们允许我录音。
So here's what I learned, In the midst of the media disaster, Phillip Morris set out to make sure this kind of thing never happen again.
这就是我了解到的，在媒体灾难中，菲利普·莫里斯开始确保此类事情不再发生。
The company called a meeting in Switzerland, all the bosses from around the world came in, about 15 men, maybe a women or two were there.
公司在瑞士召开了一次会议，来自世界各地的所有老板都来了，大约有 15 名男性，也许还有一两个女性。
No one quite remembers.
没有人完全记得。
And at that meeting, the guys from headquarters announced to the room, "You are not to talk about the death benefit, not in your reports, not in public, not ever again.
在那次会议上，总部的人向房间里宣布：“你们不可以在报告中、公开场合、永远不要谈论死亡抚恤金。
We are not doing this anymore".
我们不再这样做了”。
The group listened to this for awhile.
一行人听了一会儿。
And then a single hand rose.
然后一只手举了起来。
"Excuse me, but they were the ones saying smoking costs the government more than it saves.
“对不起，他们说吸烟给政府带来的损失超过了政府节省的费用。
Are we supposed to just let him lie?" Then there were more hands.
难道我们就让他撒谎吗？”然后还有更多的手。
"Yeah, what do you mean"?
“是啊，你什么意思”？
More than one person piped up with, "You're asking us to argue with one arm tied behind our back".
不止一个人大声喊道：“你让我们把一只胳膊绑在背后争论”。
And most popular of all in that room on that day, "But it's true.
那天那个房间里最受欢迎的是，“但这是真的。
What we're saying is true.
我们说的是真的。
Early death does save society money".
早逝确实可以为社会节省金钱”。
Gordan Fairclough, a reporter with the Wall Street Journal would go to Phillip Morris headquarters during this time for interviews.
《华尔街日报》记者戈尔丹·费尔克拉夫会在这段时间前往菲利普·莫里斯总部进行采访。
And he says people really did seem incredulous at the negative response.
他说，人们确实对这种负面反应感到难以置信。
I think they become kind of hardened to this.
我认为他们对此已经变得冷酷无情了。
There's a certain psychological distancing that goes on by tobacco executives, doing that work and selling this product knowing that it is, in fact, addictive, and knowing that it has such serious health consequences.
烟草管理人员在做这项工作并销售该产品时，会保持一定的心理距离，因为他们知道它实际上会让人上瘾，并且知道它会对健康造成如此严重的后果。
And I think that some of that allows you to look at a report like this and not think to the average member of the general public this is going to seem incredibly callous.
我认为其中一些可以让你在看到这样的报告时不会认为对于普通公众来说这会显得非常冷酷无情。
It must be so strange for them too because there was such a long period of time where they were denying that smoking killed people.
这对他们来说也一定很奇怪，因为他们在很长一段时间内否认吸烟会杀人。
And now finally they're saying we're acknowledging it.
现在他们终于说我们承认了。
We're writing the death benefit into our equations and you guys are still giving us crap.
我们正在把死亡抚恤金写入方程式，而你们却还在给我们胡说八道。
That's true.
这是真的。
They must have thought that was fairly ironic that, in fact, here they are admitting that this will end everyone's life earlier, and then they get slammed for it.
他们一定认为这相当讽刺，事实上，他们在这里承认这将提前结束每个人的生命，然后他们因此受到猛烈抨击。
But after that, the tobacco people shut up about the death benefit, they fell in line, and they never publicly mentioned it again.
但在那之后，烟草人就不再谈论死亡抚恤金了，他们也遵守了规矩，再也没有公开提及过。
The anti-tobacco people, though kind of won't let this go.
不过，反烟草人士不会放过这一点。
They could have called attention to the study, declared outrage, mocked it, all of which they did do.
他们本可以引起人们对这项研究的关注，公开表示愤怒，嘲笑它，他们确实做了这一切。
And then they could have named the whole incident a success and walked away, which weirdly they did not do.
然后他们本可以称整个事件成功并走开，但奇怪的是他们没有这样做。
Instead anti-tobacco people have spent the last decade trying to prove that the data, not just the moral question of counting deaths on the plus side of an economic analysis, but the actual data Phillip Morris is using was wrong, which when it comes to this study, seems a little bit besides the point.
相反，反烟草人士在过去十年里一直试图证明这些数据，不仅仅是经济分析中统计死亡人数的道德问题，而且菲利普·莫里斯公司使用的实际数据是错误的，而在这项研究中，这似乎有点离题。
Doesn't it?
不是吗？
These guys clearly won this round, clear victory for tobacco control people, battle won.
这些家伙显然赢得了这一轮，控烟人士的明显胜利，战斗胜利了。
But they won't drop it.
但他们不会放弃它。
Instead, Matt Myers, with the Campaign for Tobacco Free Kids, has been doing his own studies about whether or not smokers save the government money.
相反，无烟儿童运动的马特·迈尔斯一直在自己研究吸烟者是否节省了政府的钱。
And his number show they do not.
他的数据显示他们没有。
What we thought the data showed, and what it turned out that the data showed, was that tobacco was an enormous net drain on the economy.
我们认为这些数据表明，以及事实证明，烟草对经济造成了巨大的净消耗。
I think the numbers are very wrong.
我认为这些数字是非常错误的。
But it seems like part of the power of your position here is that you get to say look at those guys measuring the value of your death and the benefit of your death, that's ridiculous.
但你在这里的职位的部分力量似乎是你可以说看看那些衡量你的死亡的价值和你的死亡的好处的人，这太荒谬了。
And that's it.
就是这样。
But then you are too.
但你也是。
You're also doing your own economic analysis.
您也在进行自己的经济分析。
We're very clear.
我们很清楚。
Efforts to reduce tobacco use have nothing to do with economic costs.
减少烟草使用的努力与经济成本无关。
They have everything to do with quality of life.
它们与生活质量息息相关。
But you are doing economic analyses.
但你正在做经济分析。
You're doing cost-benefit studies yourself.
您正在自己进行成本效益研究。
We did not start out making that argument.
我们一开始并没有提出这样的论点。
The public health community began to look at the economic issues only because the tobacco industry argued that as a society, we couldn't afford to reduce tobacco use.
公共卫生界开始关注经济问题只是因为烟草业认为作为一个社会，我们无力减少烟草使用。
We have to respond to the tobacco industry's argument.
我们必须对烟草业的论点做出回应。
In other words, they started it.
换句话说，他们开始了。
And now it is on.
现在它已经启动了。
So here we go, were they right?
那么我们开始吧，他们是对的吗？
Does the fact that smokers die early mean that they save the rest of as money?
吸烟者早逝是否意味着他们将剩下的钱存起来？
Now Phillip Morris is obviously not the place you would go for an answer to that question.
现在菲利普·莫里斯显然不是你想要回答这个问题的地方。
But luckily it is a question economists ask all the time about smoking and alcoholic obesity.
但幸运的是，这是经济学家一直在问的关于吸烟和酒精性肥胖的问题。
And the way they do it is they go through all the costs to society.
他们这样做的方式是承担社会的所有成本。
Payment for lung cancer treatment, that means everyone's insurance rates go up, more sic days.
支付肺癌治疗费用，意味着每个人的保险费率都会上涨，病假天数也会增加。
Subtract the savings to society, pensions aren't paid out plus spent on nursing home care because people die sooner.
减去社会储蓄，养老金就不会支付，再加上疗养院护理的费用，因为人们会死得更快。
And they total it all up.
他们把这一切加起来。
And eventually most economists come to this unsatisfying conclusion.
最终大多数经济学家得出了这个令人不满意的结论。
It about evens out.
差不多就平衡了。
Smokers probably cost society a little bit more than they save by dying early, but only a little.
吸烟者给社会带来的损失可能比他们早逝所节省的多一点，但也只是一点点。
And they more than make up for that cost by paying taxes on their smoke.
他们通过对烟雾缴税来弥补这一成本。
People like Matt Myers have one mean beef with this approach.
像马特·迈尔斯这样的人对这种方法有一种刻薄的不满。
It doesn't count the cost to the smoker.
它没有计算吸烟者的成本。
The fact that the smoker will probably lose four years of his life, it doesn't count that.
事实上，吸烟者可能会失去四年的生命，这不算在内。
Tobacco control people want to contact that.
控烟人员希望与此联系。
They do count that.
他们确实这么算。
And when they do, they come to the conclusion tobacco costs society greatly, a conclusion they talk about in advertising and lobbying all the time now.
当他们这样做时，他们得出结论，烟草给社会带来了巨大的损失，这是他们现在在广告和游说中一直谈论的结论。
And on the other side, Phillip Morris is completely quiet on this front.
另一方面，菲利普·莫里斯在这方面完全保持沉默。
They don't point out that the majority of economists don't agree with that conclusion.
他们没有指出大多数经济学家不同意这个结论。
They don't publish their own counter studies.
他们不发表自己的反研究。
And they don't talk about the death benefit, at least not publicly.
他们也没有谈论死亡抚恤金，至少没有公开谈论。
They are quiet and watch their million dollar idea continue to live, just not on their side of the balance sheet.
他们很安静，看着他们的百万美元想法继续实现，只是不在他们的资产负债表上。
NPR's Chana Joffe-Walt is part of the Planet Money team.
NPR 的 Chana Joffe-Walt 是 Planet Money 团队的一员。
Planet Money is a co-production of NPR News and our radio show.
Planet Money 是 NPR 新闻和我们的广播节目的联合制作。
They bring you economic stories that are not boring on their blog and their free twice-weekly podcast at npr.org/money.
他们在博客和每周两次的免费播客 npr.org/money 上为您带来不乏味的经济故事。
[MUSIC - "WINNERS NEVER QUIT" BY PEDRO THE LION]
[音乐 - 狮子佩德罗的“胜利者永不放弃”]
Act Four, Don't hate the player.
第四幕，不要讨厌玩家。
Somehow we've gotten this far into the show without anybody trying to make a fortune with an old fashioned scam, or out betting the casino, or beating the odds in some impossible way.
不知何故，我们已经走到了这一步，没有人试图用老式的骗局发财，或者在赌场下注，或者以某种不可能的方式战胜赔率。
Well let's correct that right this second with the story from Shawn Allee.
好吧，让我们用肖恩·艾利的故事来纠正这个问题。
In 1984, Michael Larson appeared on a CBS game show called Press Your Luck.
1984 年，迈克尔·拉尔森 (Michael Larson) 出现在 CBS 的一档名为“Press Your Luck”的游戏节目中。
He was just kind of contestant producers liked.
他只是参赛者制片人喜欢的那种。
He wore a simple grey suit, nothing flashing, and he had this aw shucks kind of smile like some guy from Ohio, when he was.
他穿着一套简单的灰色西装，没有任何闪光，他的笑容就像来自俄亥俄州的某个人一样。
Let's meet our second player, Michael Larson.
让我们来认识一下我们的第二位球员，迈克尔·拉尔森。
How are you, Michael?
你好吗，迈克尔？
Not Michael, what do you do for a living?
不是迈克尔，你靠什么谋生？
Oh, I drive an ice cream truck in the summer.
哦，我夏天开冰淇淋车。
I hope to win enough money here not to do that this summer.
我希望能在这里赢得足够的钱，以免今年夏天这样做。
What producers that day didn't know, is that Michael Larson had come on to Press Your Luck with a plan, a kind of far-fetched plan, a take 'em to the cleaners, a plan that was months in the making, a plan to get rich in half an hour.
那天的制片人不知道的是，迈克尔·拉尔森已经带着一个计划来到了“按你的运气”，一个牵强的计划，一个把他们带到清洁工，一个酝酿数月的计划，一个在半小时内致富的计划。
$56,851 and he's going again.
56,851 美元，他又要走了。
Michael Larson Stop
迈克尔·拉尔森停止
All his life, Michael was always running some little scam or another.
迈克尔一生都在进行一些小骗局。
Now Michael died in 1999.
迈克尔于 1999 年去世。
So you're not going to hear about any this from him.
所以你不会从他那里听到任何这件事。
But I talked to his brother, James.
但我和他的兄弟詹姆斯谈过。
Michael was the youngest of four boys.
迈克尔是四个男孩中最小的一个。
James was the oldest.
詹姆斯是最年长的。
James says even in middle school, Michael got caught smuggling candy bars into class and jacking the prices way above retail.
詹姆斯说，甚至在中学时，迈克尔就因偷运糖果进入课堂并把价格抬高到高于零售价而被抓。
And James says after high school, though Michael was smart enough to go to college, he spent his time looking for easy ways to score.
詹姆斯说，高中毕业后，尽管迈克尔足够聪明，可以上大学，但他还是把时间花在寻找简单的得分方法上。
He didn't understand the value of good, honest hard work, and just go, and work, and do your job, and get your pay.
他不明白良好、诚实、努力工作的价值，只是去工作，做你的工作，得到你的报酬。
He thought those people were fools.
他认为那些人都是傻子。
Michael's schemes ran the gamut.
迈克尔的计划包罗万象。
He started a business under a family member's name and then hired himself as an employee.
他以家庭成员的名义创办了一家企业，然后受雇为一名雇员。
Then he laid himself off to collect unemployment benefits.
然后他失业去领取失业救济金。
He'd watch for banks that would give you $500 for opening an account.
他会留意那些愿意给你 500 美元开户费的银行。
He'd open one and wait the minimum time to collect the $500.
他会打开一个，等待最短时间来领取 500 美元。
Then he'd withdraw the money and do it again under a different name.
然后他会把钱取出来，并以不同的名字再次进行。
His house was filled with stacks of newspapers everywhere, and boxes, and piles, which he'd scour for possible scams.
他的房子里到处都是成堆的报纸、箱子和成堆的报纸，他会在这些报纸上搜寻可能的骗局。
He never threw anything out.
他从不扔掉任何东西。
He might need them something, he'd say.
他会说，他可能需要他们一些东西。
He used to sit at night and watch the TV and tape all these shows that you see on late night TV.
他常常在晚上坐下来看电视，并录制深夜电视上看到的所有节目。
You can make thousands of dollars by doing this or doing that.
通过这样做或那样做，你可以赚到数千美元。
And he bought into that very much so.
他对此非常认同。
He had a TV in the bathroom.
他的浴室里有一台电视。
He had one in the bedroom.
他的卧室里有一个。
He had one in the kitchen.
他在厨房里有一个。
He would just carry them in.
他只会把它们带进去。
This is Michael's former common law wife, Teresa Bertram .
这是迈克尔的前普通法妻子特蕾莎·伯特伦。
He had like 12 in the living room lined up on the walls.
他在客厅的墙上放了大约 12 个。
They were the old consoles.
它们是旧的游戏机。
And he would have one sitting on top of it and the other one sitting on top.
他会让一个坐在上面，另一个坐在上面。
And we had an entire wall full of 19 inch, 25 inch televisions.
我们有一整面墙都是 19 英寸、25 英寸的电视。
And he would watch them all at once.
他会同时观看所有这些。
It got so hot back here it peeled the paint off the wall.
这里太热了，墙上的油漆都剥落了。
Teresa says she had a tough time explaining this TV business to visitors.
特蕾莎说，她很难向游客解释这项电视业务。
Usually she'd just tell people Michael was straight up crazy.
通常她只会告诉人们迈克尔简直疯了。
But Teresa says he was actually methodical with his TV viewing.
但特蕾莎说他看电视实际上很有条理。
He'd tune each TV to a different channel.
他会把每台电视调到不同的频道。
The idea was to watch for anything that would make him rich.
他的想法是观察任何能让他致富的事情。
He's also watch TV ads, infomercials, and of course, game shows.
他还看电视广告、电视广告，当然还有游戏节目。
He was intrigued with the game shows.
他对游戏节目很感兴趣。
And he wanted to find one that he could do.
他想找到一个他能做的事情。
Michael was convinced that someone smart could find loopholes in game shows that average people missed.
迈克尔坚信，聪明的人可以在普通人错过的游戏节目中找到漏洞。
So he'd videotape them all day and play them back in the evening.
所以他整天都会录下来，然后在晚上播放。
Teresa says sometimes he'd stay up all night fast-forwarding, rewinding, pausing, and re-watching, especially Press Your Luck.
特蕾莎说，有时他会熬夜快进、快退、暂停、重新观看，尤其是《按你的运气》。
I remember I was in the kitchen and he yelled for me to come into the living room.
我记得我当时在厨房，他大喊让我到客厅去。
And he was real happy and excited.
他真的很高兴和兴奋。
And he said, I've got it.
他说，我明白了。
I've figured it out.
我已经弄清楚了。
To understand what Michael was so excited about, you have to understand how Press Your Luck worked.
要了解迈克尔为何如此兴奋，您必须了解“按运气”是如何运作的。
If you don't know the show or remember it, maybe you've heard its catch phrase, big bucks, big bucks, no whammies.
如果您不知道或不记得这部剧，也许您听过它的口号：大钱，大钱，无痛。
Three contestants would take turns at the show's big game board.
三名参赛者将轮流在节目的大型游戏板上进行比赛。
It was like a huge Monopoly board with squares around the edge.
它就像一个巨大的大富翁棋盘，边缘有正方形。
When a player took a turn, a light would bounce all over from square to square in no particular order, until a player would press a big red button and the light would stop.
当玩家轮流时，灯光会以没有特定顺序的方式从一个方格反弹到另一个方格，直到玩家按下一个红色大按钮，灯光就会停止。
If they were lucky, the square they landed on would have a prize like a vacation trip or money.
如果幸运的话，他们降落的广场将会有一个奖品，比如假期旅行或金钱。
But if they weren't lucky, they'd hit a whammy.
但如果他们运气不好的话，他们就会遭遇打击。
And they'd lost all the prizes, the money, everything.
他们失去了所有的奖品、金钱、一切。
All of the sounds simple enough.
所有这些听起来都很简单。
But here's the thing.
但事情是这样的。
To you, to me, and to the rest of America, the light on the Press Your Luck game board moved randomly.
对于你、我以及美国其他地区来说，“按你的运气”游戏板上的灯光随机移动。
Michael knew we were wrong.
迈克尔知道我们错了。
Michael figured out that really there was nothing random about that game board.
迈克尔发现这个游戏板确实没有什么随机性。
The light always moved in one of five patterns.
光线总是以五种模式之一移动。
He was memorizing the patterns.
他正在记住这些模式。
He wrote some stuff down.
他写下了一些东西。
He took little notes.
他做了一些笔记。
And then he started doing the VCR and hitting the pause button.
然后他开始播放录像机并按下暂停按钮。
He would show me in here because he got really excited then.
他会带我来这里，因为他当时非常兴奋。
Watch this.
注意这个。
I can stop it every time where I want to.
我每次想停下来的时候都可以停下来。
Michael spent months learning to push his VCR pause button at just the right moment, always on a prize, never on a whammy.
迈克尔花了几个月的时间学习在正确的时刻按下录像机暂停按钮，总是在奖品上，而不是在打击中。
Again, here's his brother, James.
再说一遍，这是他的兄弟詹姆斯。
When Michael told me he was going to go to California, I didn't think he'd had a chance.
当迈克尔告诉我他要去加利福尼亚时，我认为他没有机会。
I thought he'd get out there and find that it's not as easy as you think it is.
我以为他走出去会发现事情并不像你想象的那么容易。
And so I said good luck.
所以我说祝你好运。
But don't call me for bus money to get back.
但不要打电话给我要车钱回来。
Michael Larson.
迈克尔·拉尔森.
How are you, Michael?
你好吗，迈克尔？
Now Michael, what do you do for a living?
迈克尔，你以什么为生？
Oh, I drive an ice cream truck in the summer.
哦，我夏天开冰淇淋车。
Michael took his seat on Press Your Luck on May 19, 1984.
1984 年 5 月 19 日，迈克尔在 Press Your Luck 节目中就任。
Watching the tape, his grey hair is slicked back receding a bit.
看着录像，他的灰白头发向后梳了一些。
His beard is halfway to grey.
他的胡子已半灰白。
He looks nervous.
他看起来很紧张。
Well, Michael, you want to earn enough money so you don't have to deal with your ice cream truck.
好吧，迈克尔，你想赚足够的钱，这样你就不必处理你的冰淇淋车了。
You just want to eat the ice cream though.
但你只是想吃冰淇淋。
You've kind of OD'ed on ice cream, right?
你有点吃冰淇淋了，对吧？
Well hopefully you won't OD on money, Michael.
好吧，希望你不会因为钱而 OD，迈克尔。
Darlene Lieblich Tipton was in the control room with the director and producers.
达琳·利布利希·蒂普顿 (Darlene Lieblich Tipton) 与导演和制片人一起在控制室里。
Her job was to monitor the game and make sure everything was fair and square.
她的工作是监督比赛并确保一切公平公正。
I am looking at the same monitor that the director is looking at.
我看着的显示器和导演看着的显示器是同一台。
So I see all the camera angles, all the shots.
所以我看到了所有的摄像机角度、所有的镜头。
It's actually the best seat in the house.
这实际上是房子里最好的座位。
Darlene says at first, Michael Larson didn't look like much.
达琳一开始说迈克尔·拉尔森看起来不太像。
I'm going, stop.
我要走了，停下来。
Game Show Host He got a whammy.
游戏节目主持人他受到了打击。
Right here, after getting a whammy on his first spin, Michael shakes.
就在这里，在第一次旋转时受到重击后，迈克尔发抖了。
his head, grits his teeth, and forces a smile.
他的头，咬紧牙关，强颜欢笑。
He looks unsure of himself.
他看起来对自己没有信心。
On his next turn, he concentrates before hitting the red button, and lands on $4,000 dollars and extra turn.
在他的下一个回合中，他在按下红色按钮之前集中注意力，并获得了 4,000 美元和额外回合。
Sure he smiles.
当然他会微笑。
But more than anything, he looks relieved.
但最重要的是，他看上去松了口气。
After that he gets more confident.
之后他变得更加自信。
Turn after turn, he wracks up more and more money.
一圈又一圈，他赚到的钱越来越多。
By 18 grand, he reels back in his chair.
到了 18 盛时，他摇摇晃晃地靠回椅子上。
At 21 grand, he waves his fists above his head.
21盛大的时候，他在头顶上挥舞着拳头。
By 28 grand, Michael is literally bouncing in his seat.
到了 28 盛大时，迈克尔已经在座位上弹了起来。
He's on a roll.
他进展顺利。
And Michael, the host, the audience, everybody, they're all getting into it.
迈克尔、主持人、观众、每个人，他们都参与其中。
It wasn't unusual for contestants to go on streaks.
参赛者连续获胜并不罕见。
It was kind of the way the game was designed.
这就是游戏的设计方式。
After about, oh, I don't know, five to ten spins of the board, that's when it started to become obviously to people that he was hitting the same prize in the same square just about every time.
哦，我不知道，棋盘旋转了五到十次之后，人们开始清楚地意识到他几乎每次都在同一个方格中击中相同的奖品。
And that skill, that's not random, and it's not luck.
而那个技能，那不是随机的，也不是运气。
He could aim and hit, which we didn't think was possible.
他可以瞄准并击中，这是我们认为不可能的。
And he continued to do it.
他继续这样做。
Nobody else had ever done it that way.
没有人这样做过。
Everybody else had played it virtually like a slot machine.
其他人几乎都像老虎机一样玩它。
You just hit the button and it stops where it stops.
你只要按下按钮，它就会停在它停止的地方。
He had it down to a skill, a fine art.
他把它归结为一种技能，一种精美的艺术。
Stop.
停止。
Game Show Host at $4,000 and a spin.
游戏节目主持人 4,000 美元和一次旋转。
I've been in the booth for thousands of episodes of game shows, never one like that.
我已经在展位上观看了数千集的游戏节目，但从未有过这样的节目。
First the booth got very quiet.
首先，展位里变得非常安静。
And then there was an oh my god, oh my god, oh my god.
然后就是哦，我的上帝，哦，我的上帝，哦，我的上帝。
It was what do we do?
这是我们做什么？
What do we do?
我们该怎么办？
People were turning to me saying can we stop this?
人们转向我说我们能阻止这一切吗？
He wasn't breaking any of the rules of the game.
他没有违反任何游戏规则。
I could not stop the game.
我无法停止比赛。
He was playing it according to the rules set out.
他是按照规定的规则来玩的。
We had no rule against what he was doing.
我们对他所做的事情没有任何规定。
He beat us at it.
他在这方面击败了我们。
We have to let it play out the way it plays out and see what happens.
我们必须让它按照它的方式发展，看看会发生什么。
Michael's streak had gone so long that he busted the show's half hour format.
迈克尔的连续表演时间太长了，以至于他打破了节目的半小时格式。
The host did an impromptu interview to add time so the episode could be stretched into an hour-long special.
主持人进行了即兴采访，以增加时间，以便将这一集延长为一个小时的特别节目。
(SUBJECT) GAME SHOW HOST: What are you going to do with the money, Michael?
（主题）游戏节目主持人：迈克尔，你打算用这些钱做什么？
Invest in houses.
投资房屋。
Game Show Host Real estate.
游戏节目主持人房地产。
Yes, real estate.
是的，房地产。
Game Show Host And not drive an ice cream truck.
游戏节目主持人 不要驾驶冰淇淋车。
That's right.
这是正确的。
Ira Glass By the end of the show, Michael Larson had won a total of $110,237.
Ira Glass 到比赛结束时，Michael Larson 总共赢得了 110,237 美元。
Michael had shattered records that day, and not just for Press Your Luck, but for any American game show.
那天迈克尔打破了记录，不仅是按你的运气，而是任何美国游戏节目。
He'd won more than anyone ever had in a single episode.
他在单集中赢得的胜利比任何人都多。
Congratulations.
恭喜。
Spend it wisely.
明智地花钱。
And get your daughter a lovely birthday gift.
并为您的女儿准备一份可爱的生日礼物。
I was happy for him.
我为他感到高兴。
But I was worried that he might squander the money in some way.
但我担心他会以某种方式挥霍这笔钱。
Well yeah, I tried to get him to look at some reasonable investments, maybe buy some real estate.
是的，我试图让他考虑一些合理的投资，也许购买一些房地产。
And he just put it into the bank, which is, I thought, a very wise move.
他只是把钱存入银行，我认为这是一个非常明智的举动。
Then after a couple of months, he took some of it out.
几个月后，他取出了一些。
I said, "What are you doing"?
我说：“你在做什么”？
He says, "I'm trying to win this contest that they have on a radio station in Dayton.
他说：“我正在努力赢得代顿广播电台举办的这场比赛。
And you have to get a certain serial number".
而且你必须获得特定的序列号”。
Every day they would give a serial number out on the radio.
他们每天都会通过无线电给出序列号。
And if you can match that serial number on a $1 dollar bill, then you won $30,000.
如果您能匹配 1 美元钞票上的序列号，那么您将赢得 30,000 美元。
That intrigued him to, "Well, I should be able to do.
这让他很感兴趣，“好吧，我应该能做到。
I got more $1 bills than anybody else around here".
我收到的 1 美元钞票比这里任何人都多”。
So it took him over two weeks.
所以他花了两个多星期的时间。
And it took him five different banks to get $100,000 and bring it in.
他花了五家不同的银行才筹集到 10 万美元并将其带入。
And he was bringing it in like every other day in a burlap bag.
他像往常一样把它装在粗麻布袋里带进来。
And he even carried it in in a green trash bag.
他甚至把它装在一个绿色垃圾袋里。
The federal reserve puts $1 bills in $4,000 dollar packets on a piece of little, thin balsam wood, and it's shrink-wrapped.
美联储将 1 美元的钞票装入 4,000 美元的小包中，放在一块又小又薄的香脂木上，然后用收缩膜包裹。
We had like six of those under the bed.
我们的床底下有大约六个。
You walk into our bedroom and you could see them all lined up under the bed.
你走进我们的卧室，你可以看到它们都在床下排成一排。
They also stacked hundreds of dollar bills on TVs, VCRs, the stairs, and just about everywhere else.
他们还在电视、录像机、楼梯和其他任何地方堆放了数百美元的钞票。
After they had the 100 grand, they closed the shades and they hunkered down.
喝完 100 美元后，他们关上百叶窗，坐下来。
We would sit and go through this money looking for these serial numbers.
我们会坐下来仔细检查这些钱，寻找这些序列号。
You had a few days to turn it in.
你有几天时间把它交出来。
So we had several numbers we were looking for.
所以我们有几个我们正在寻找的数字。
It took us a weeks to go through half that money, literally go through it.
我们花了一周的时间才用完一半的钱，真的用完了。
Because you have to eat, and bathe, and do other things.
因为你必须吃饭、洗澡、做其他事情。
Day after day Michael and Teresa sorted the money into grocery bags and piles.
迈克尔和特蕾莎日复一日地将钱分类放入购物袋和成堆的物品中。
They weren't finding the numbers the match the ones announced on the radio.
他们没有找到与广播中公布的数字相匹配的数字。
So Michael put half the cash back in the bank.
于是迈克尔把一半的现金存回银行。
That left 50,000 $1 bills sitting in trash bags, hanging out of drawers, and falling out of closets.
剩下的 50,000 张 1 美元钞票被放在垃圾袋里、挂在抽屉里、从壁橱里掉下来。
They were exhausted.
他们已经筋疲力尽了。
So one night they took a break.
于是有一天晚上，他们休息了一会儿。
We went to a Christmas party about 8 o'clock that evening, 7:30, 8 o'clock.
那天晚上8点左右我们去参加圣诞晚会，7点30分，8点。
And we were there for a long time.
我们在那里待了很长时间。
When we got home, it was near 1 o'clock or something.
当我们回到家时，已经接近1点了。
The back door was kicked in and his cash is gone.
后门被踢开，他的现金不见了。
The first thing he asked me was did I take his money.
他问我的第一件事就是我拿了他的钱吗？
I said, "No, I didn't take your money.
我说：“不，我没有拿你的钱。
I was with you".
我和你在一起”。
"Well you had somebody do it." "No, I didn't have anybody do it".
“好吧，你已经有人做了。” “不，我没有让任何人这样做”。
To this day, this robbery has never been solved.
时至今日，这起抢劫案仍未侦破。
But at the time, Michael was convinced Teresa had something to do with it.
但当时迈克尔确信特蕾莎与这件事有关。
The police questioned Teresa several times.
警方多次询问特蕾莎。
They turned up nothing and gave up.
他们一无所获并放弃了。
Michael didn't.
迈克尔没有。
He kept watching me real close at night.
晚上他一直密切注视着我。
And I mean he would come in and just stare at me and stuff.
我的意思是他会进来只是盯着我什么的。
And I just had a feeling he was going to try to kill me.
我只是有一种感觉，他想要杀了我。
Yeah.
是的。
He was going to put a gun to my head.
他想用枪指着我的头。
At night while I was asleep, he'd come in and stand and just stare at me.
晚上我睡着的时候，他进来站着，盯着我看。
And it gave me the creeps really bad.
这让我非常毛骨悚然。
So one day I just decided that while he ran to the store, and that's when I got my kids, and left, and went to a hotel, ordered a couple of pieces, and we just stayed there.
所以有一天，我决定，当他跑到商店时，我带着孩子离开，去了一家酒店，订购了几件，然后我们就住在那里。
And I called him and told him to get out of my house.
我打电话给他，让他滚出我的房子。
After this point, Teresa and James say their picture of what Michael was up to is sketchy.
在此之后，特蕾莎和詹姆斯说他们对迈克尔所做的事情的了解是粗略的。
Here's what we do know.
这是我们所知道的。
Michael moved back to his little hometown outside Dayton, Ohio and he found a new girlfriend.
迈克尔搬回俄亥俄州代顿郊外的小家乡，并找到了一位新女友。
In 1999, nine years after Michael's big win, Michael and this girlfriend suddenly fled Ohio.
1999年，迈克尔大获全胜九年后，迈克尔和这位女友突然逃离了俄亥俄州。
Teresa and James later learned why from federal investigators.
特蕾莎和詹姆斯后来从联邦调查人员那里得知了原因。
The pair was caught up in a huge scam that combined a pyramid scheme, fake investments, and Indian lotteries.
两人陷入了一场结合了传销、虚假投资和印度彩票的巨大骗局。
Altogether 20,000 people were conned out of $3 million.
共有 20,000 人被骗走 300 万美元。
It was also the first major internet fraud that the Securities and Exchange Commission ever investigated.
这也是美国证券交易委员会调查的第一起重大网络欺诈案。
The SEC and the FBI hundred Michael and this woman for almost four years until 1999 when Michael died in Florida from throat cancer.
美国证券交易委员会和联邦调查局对迈克尔和这名女子进行了近四年的调查，直到 1999 年迈克尔因咽喉癌在佛罗里达去世。
Teresa says even today she has bad feelings about how Michael treated her.
特蕾莎说，即使在今天，她仍然对迈克尔对待她的方式抱有不好的感觉。
After all, he accused her of taking his money.
毕竟，他指责她拿了他的钱。
And when Michael ran away from the Feds, he left behind a son he'd had with Teresa.
当迈克尔逃离联邦调查局时，他留下了他和特蕾莎的一个儿子。
Because of that, it's easy to get her to say bad things about him, about the kind of person he was.
正因为如此，很容易让她说他的坏话，说他这个人的坏话。
That makes this one thing she said kind of surprising, which is that it actually bothers her when sometimes people say he cheated Press Your Luck out of money.
这让她说的一件事有点令人惊讶，因为有时人们说他骗走了“按你的运气”的钱，这实际上让她感到困扰。
They call what he did a scandal or a scam.
他们称他的行为为丑闻或骗局。
I will say the game show is one thing he did do that was honest.
我想说的是，游戏节目是他所做的一件诚实的事情。
He didn't cheat.
他没有作弊。
There's no cheating to memorizing something.
记住一些东西是没有作弊的。
He'd sit here for six months and studied it.
他在这里坐了六个月并研究它。
That was pretty amazing.
那真是太神奇了。
But Michael's brother, James, still has mixed feelings about Michael's performance on Press Your Luck more than 25 years later.
但 25 年后，迈克尔的弟弟詹姆斯仍然对迈克尔在《Press Your Luck》中的表现怀有复杂的感情。
Well I fell that by winning the game show, that was the start of his downfall.
好吧，我认为赢得比赛节目是他垮台的开始。
Him winning that large amount of money convinced him in his own mind that he could trick anybody, that he could do just about anything.
他赢了那么多钱，让他自己相信他可以欺骗任何人，他几乎可以做任何事情。
I ask him, if there was some way for him to go back and change what happen, maybe rig the game so Michael would have lost on Press Your Luck, would he do it?
我问他，如果有办法让他回去改变发生的事情，也许操纵比赛，让迈克尔在“按你的运气”中输掉，他会这么做吗？
James says no. He's glad Michael won.
詹姆斯说不。他很高兴迈克尔赢了。
He just wishes his brother had been a different person, the kind of person who could just be happy with what he's got.
他只是希望他的兄弟是一个不同的人，一个能够对自己所拥有的感到高兴的人。
Michael, when you had $30,000, $40,000, $50,000, what was in your mind?
迈克尔，当你有 30,000 美元、40,000 美元、50,000 美元时，你的想法是什么？
Why did you keep going?
你为什么继续走下去？
Well two things, one, it felt right.
嗯，有两件事，一，感觉不错。
And the second was I still had seven spins, and if I passed them--
第二个是我还有七次旋转，如果我通过了它们——
Shawn Allee in Chicago.
肖恩·阿利在芝加哥。
[MUSIC - "I NEED A DOLLAR" BY ALOE BLACC]
[音乐 - ALOE BLACC 的“我需要一美元”]
Our program today was produced by Robyn Semien and me with Alex Blumberg, Ben Calhoun, Jane Feltes, Sarah Koenig, Jonathan Menjivar, Lisa Pollak, Alissa Shipp, and Nancy Updike.
我们今天的节目由 Robyn Semien 和我与 Alex Blumberg、Ben Calhoun、Jane Feltes、Sarah Koenig、Jonathan Menjivar、Lisa Pollak、Alissa Shipp 和 Nancy Updike 共同制作。
Our senior producer is Julie Snyder.
我们的高级制片人是朱莉·斯奈德。
Seth Lind our production manager, Emily Condon our office manager, music help from Jessica Hopper, production help from Brian Reed and Shawn Wen.
Seth Lind 我们的制作经理，Emily Condon 我们的办公室经理，Jessica Hopper 的音乐帮助，Brian Reed 和 Shawn Wen 的制作帮助。
Mina Hochberg helped produce our story about Vietnamese sandwich shops in Brooklyn.
米娜·霍赫伯格 (Mina Hochberg) 帮助制作了有关布鲁克林越南三明治店的故事。
[ACKNOWLEDGEMENTS] Our website, thisamericanlife.org.
[致谢] 我们的网站 thisamericanlife.org。
This American Life is distributed by Public Radio International WBEZ.
《美国生活》由国际公共广播电台 WBEZ 发行。
Management oversight for our program by our boss, Mr. Torey Malatia who knows that you still do not have you weekend plans totally sewn up, you don't know exactly what you're going to do still, he has a suggestion.
我们的老板 Torey Malatia 先生对我们的计划进行管理监督，他知道您仍然没有完全制定好周末计划，您仍然不知道自己要做什么，他有一个建议。
Just do the heroin.
只做海洛因。
You already have heroine.
你已经有了女主角了。
Just do the heroin.
只做海洛因。
I'm Ira Glass, back next week with more stories of This American Life .
我是艾拉·格拉斯，下周回来，带来更多《美国生活》的故事。
[MUSIC - "I NEED A DOLLAR" BY ALOE BLACC]
[音乐 - ALOE BLACC 的“我需要一美元”]
This American Life is produced in collaboration with WBEZ Chicago and delivered to stations by PRX The Public Radio Exchange.
《This American Life》与 WBEZ Chicago 合作制作，并由 PRX 公共广播电台传送到各电台。