JoyofTech Comic – Issue 1013(English & Simplified Chinese)


English Original (via
Joyoftech.com )
~ Thanks Snaggy, let me translate the JoT~

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简体中文 Version – (translated by Uta )

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Getting past the brain’s crap filter – Kathy Sierra (Chinese ver.)

Remark: 
I sudden create such long post, but I finally made it. I always want to translate Kathy Sierra’s creating passionate uers posts to Chinese.  I am fan of Kathy Sierra, really miss her posts. This is the beginning.
  

Getting past the brain’s crap filter 通過大腦的廢物過濾器
via Creating Passionate Users Dec 22, 2004
(translated by Uta, special thanks to StephenH for reading and editing the draft)

你的大腦與生俱來是沒有附設使用指南的,這真是糟透了。在我們開始 Head First 系列之前,我與合作夥伴 Bert花了多年的時間研究,希望找到能夠幫助我們大腦學習東西的方法。但當我們愈瞭解大腦運作的時候,我們愈是瞭解大腦的可怕之處。因為在多方面,你的大腦並不是你的朋友。它以為你仍是活在那居於山洞的時代,它的唯一工作就是令*你*作為人類可以繼續生存下去。可是它認為重要的和你想是重要的東西…十分不一樣。

Your brain didn’t come with a manual. And that sucks. Before we started the Head First series, my partner Bert and I spent years studying ways to get learning into someone’s brain, and the more we learned about the brain, the scarier it got. Because in so many ways, Your Brain Is Not Your Friend. It thinks you’re still living in a cave, and it’s sole job is survival of *you* as a human, and survival of the species. And what IT thinks is important and what YOU think are… really different.

例如學習一種編程語言,對於腦袋來說這並非是個重要的求生首要事項,而你也知道這一點的,因為你應該有過以下的經驗吧!記得還在求學時期,明天就是期末考試了,其實你極需要抓緊危在旦夕的一分一秒,但你發現自己總是反覆地在溫習著同一頁,也許是同一段,重覆又重覆,卻只能勉強保持一點點的清醒。就算喝再多的咖啡對你也沒有什麼效用。但當鄰舍的辣妹走過時,你會突然的清醒過來、精神集中,甚至活力十足。你的大腦其實在想著, ” … … 唔唔…應該繼續溫習,還是為了人類的傳宗接代而努力呢……哎呀……這是個艱難的選擇啊” !

Learning a programming language, it turns out, isn’t high on the brain’s list of Things To Keep You Alive. You know this, of course, because you remember the feeling — you’re in college, finals are tomorrow, and you’re cramming to within an inch of your life. But you find yourself reading the same page, maybe the same paragraph, over and over and over and over barely able to stay awake. The illegal dose of caffeine isn’t working. But then the hot babe from the next dorm walks by and suddenly you’re alert, coherent, energetic even. Your brain was doing a, “Hmmmmm… calculus or survival of the species… damn… tough choice!”.

因此,我們花了很多時間去思考這個重要的課題,要怎樣才可以通過這個守衛(大腦的廢物過濾器 – the brain’s crap filter)。如果大腦是為了拯救你的生命才去排除那些顯然並不重要的事情(就像明天的期末考試),那麼你如何能夠*欺騙*大腦,令它把沉悶的、枯燥無味的東西,當作在威脅(LIFE-THREATENING)你祖先生命的老虎一樣重要呢?

So we’ve been spending a lot of time thinking about how important it is to get past The Gatekeeper (the brain’s crap filter). If the brain is trying to save your life by keeping out the OBVIOUSLY unimportant thing like tomorrow’s final, then how do you *trick* the brain into thinking the boring, dry thing is as important as that tiger that ate your ancestors?

所有的研究似乎都顯視著,事情的核心就在於你的扁桃核(amygdale) — 那是個杏仁狀的器官(事實上是大腦兩邊各一半),它在遇到可能構成威脅的事情或在某些至關鍵的情況下,助你作出反應(有時候它在潛意識起作用)。如果你的扁桃核是可編程的話,你會告訴它,請你把明天考試至少拿到C 級以上這事,視為一種生命威脅,及請你注意並記錄這些資料到長期記憶中。但是你不能,或是可以嗎?

All the studies seem to show that the center of everything is your amygdala–the almond-shaped organ (actually one on each side of your brain) that responds to things that might pose a threat or help you in some crucial way (and it does some of this without your conscious awareness). If your amygdala were programmable, you’d tell it to PLEASE treat a grade less than C on tomorrow’s exam as LIFE-THREATENING, and could you PLEASE pay attention and record this to long-term storage. But you can’t. Or can you?

其實, 某程度上*有*一種編程方法是可以做到的,*情緒感受*(*feelings*)的輸入可以告訴大腦,這是一件重要的和值得記住的事。你會特別注意自己有感受的事情,都是長期記憶的,因為大腦是很注意與情緒有關的化學作用。當你看到老虎(在野外,而不是動物園),你的大腦便會認知到威脅,然後化學反應便會激增。你的大腦會說, “這真的很重要–那麼記住所有事物“(EVERYTHING) ,如果你曾經歷過交通失事,你便會更瞭解這個現象,就是你把*一切* (*everything*)都給記住了,這包括背景的詳細資料,像當時哪首歌正在播放著等等。因為你的大腦,給整個現場拍了一幅完整的快照,它只知道這是一件非常壞的事情, 但不知道那部份是最重要的—所以它說, “可惡–我只好把一切全都保存下來“。

There *is* a way to program it, kind of. The inputs that tell your brain that something is important and worth recording are *feelings*. You pay attention, and record, that which you feel, because the brain is paying attention to the chemistry associated with emotions. When you see a tiger (in the wild, not a zoo), your brain recognizes the threat and chemicals surge. Your brain says, “This is REALLY important — so remember EVERYTHING.” If you’ve been in a car wreck, you might know the phenomenon where you remember *everything* including the background details like which song was playing. Because your brain did a complete snapshot of the whole damn scene, knowing that this was a Very Bad Thing, but not knowing which parts were important–so it said, “What the hell — I’ll just save it all.”
 
(我會在以後的博客文章裡,再詳述為什麼你的大腦對野生老虎和動物園老虎的反應不一樣…這是生物學專家所發現的一件十分酷的事) 。

(And I’ll talk in a later blog about why your brain reacts differently to the tiger in the zoo than in the wild… it’s another really cool thing the neurobiologists have learned).

所以跟著的另一個問題是, “如何讓大腦來對待一些事情,例如,像學習java,有如它具有挽救生命的潛在用處” ? 我們使用這概念在我們的書籍內,設法幫助人們學習得更迅速、更深入、使其記憶內容更加持久。 (尤其我們所編寫的書目都是較艱深的技術課題,還有認證考試指南,所以內容記憶是十分關鍵的。)

So the question again is, “how do you get the brain to treat, say, learning Java as though it were potentially life-saving?” We use this in our books to try to help people learn more quickly and more deeply, and with a more lasting memory (because we write on difficult technical subjects, and some of our books are certification exam guides as well, where memory is crucial).

但後來我們開始認識到,以上的技巧也適用於市場營銷學…我們用作以學習為目的,而提高注意力和記憶力的原理,與市場營銷學大師Seth Godin 所提出的主張是同出一轍的,那就是現今不可缺少的突破 — 要做到顯赫不凡 (Be Remarkable) 。如果你希望人們談論你的產品或服務的話,最好是突出那些值得談論的東西 (really worth talking about)。今天 — 傳統的廣告已陷入絕境 — 相比以往它要突破或被用戶注意到是困難得多了。你的用戶(或潛在用戶)每天窮於應付各種訊息( 99 %是廢物 – crap),那些訊息正不斷試圖爭奪他們的注意力,但他們的腦袋卻就算是超時工作也要設法去除它們。你要記住,大腦會盡量節約專注,來處理真正重要的事情…像是蛇和蜘蛛是危險的,火是熱的,還有你需要努力交際,才可以找到與你睡的伴侶…這一類的事情。顧客的腦筋不會審視 FAQ 內,你的產品在技術上或理論上是否較佳的選擇,還是…所有相關的產品特點或任何你試圖推銷的東西。

But then we started to reailze that it applies to marketing as well…that the principles we use to increase attention and memory for the purposes of learning are the same principles you need to do what marketing guru Seth Godin says is essential today to break through–Be Remarkable. If you want people to talk about your product or service, it better be something really worth talking about. And today–with conventional advertising on its last legs–it’s harder than ever to break through and be heard. Your users (or potential users) are so overwhelmed with messages (99% crap) trying to compete for their attention, that their brains are working overtime trying to keep those messages OUT. Remember, the brain wants to conserve bandwidth for the really important things… snakes, spiders, the fact that fire is hot, that socially you need to do a little better so that you have a hope in hell of sleeping with… that sort of thing. Their brains are NOT scanning for an FAQ of how your product is technically superior or logically a better choice or… pretty much anything related to the features of whatever it is you’re trying to sell.

所以, 這便是我們所瞭解到關於大腦的第一件事—廢物過濾器是如何運作和怎樣才可以通過它。在稍後的博客文章內, 我會更詳細地再作介紹。但現在我們確實的知道,有關於如才可以吸引並保持別人的注意力的方法,其實早於90年代中旬的時候,當我在IBM新媒體實驗室於加州大學洛杉磯分校任教的時侯,我已經教授過有關的課題了(我更在參與開發遊戲的時候使用過了)。後來無論是我在教授 Java ,或是為 Sun Microsystems傳道的時候,我們都做了很多的實驗,之後還開創了O’Reilly 的新書系列,它在一夜之間就成為那系列最暢銷的書籍。但我們*知道*自己並不是很好的作家,因此我們非常肯定,成功歸因於我們是在與讀者的大腦對話,而並不是讀者本身。我們認為,無論你是與顧客/客戶/用戶/潛在的合作者交談,與他們適當的部分交談是更為重要的。

So, that was the first thing we learned about the brain–how the crap filter really works and how to get past it. In later blogs, I’ll go into a lot more detail about that. But we learned a lot more about how to get–and keep-someone’s attention, some of which I taught at UCLA Extension in the mid 90’s at the IBM New Media Lab (and used during my days as a game developer). We’ve been doing a lot of experimenting including during my time as a Java trainer/evangelist for Sun Microsystems, and later with the creation of the new series for O’Reilly. The books have all become overnight bestsellers in their category, and since we *know* we aren’t very good writers, we’re pretty sure it’s because we spoke to the reader’s BRAIN, not the reader himself. We believe that talking to your customer/client/user/prospect matters less than WHICH part of them you talk to.

Bert 和我正埋首於將我們正在ETech 內演說的題目 —  Creating Passionate Users  (內容是參照之前兩次在 Foo Camps會議的一些發表)製作成一個指導課程。但最終我們決定把這個指導課程的細節發放於博客之中。我們將利用這個地方,發表 “Creating Passionate Users”的指導課程(我們更在編寫有關書籍),還有各種關於Head First 系列 和正在建立的互動學習網站的新事物。我們的熱情來自於對腦袋的究研,但我們仍會談及一些核心的要素,因為我們相信你需要它來啟發客戶/用戶,這包括了從認知科學、心理學、電子/電腦遊戲設計、娛樂(何李活) 所學到的。 是的,我依然要說廣告的 (廣告雖要較長的時間才能得到成效,它仍然是十分有用的….之後會有更多)。

Bert and I are working on a tutorial we’re presenting at ETech on Creating Passionate Users based on a session we presented at the last two Foo Camps, and we’ve finally decided to work out the details in a blog. We’ll use this space to work on our “Creating Passionate Users” tutorial (and we’re also doing a book on this), as well as talk about new things in the Head First series and an interactive learning site we’re working on. Our passion is the brain, but we’ll talk about the core elements we believe you need to inspire customers/users including lessons learned from cognitive science, psychology, video/computer game design, entertainment (Hollywood), and yes, even advertising still has something to say (although advertising no longer works well, it still holds the key to some of the things that DO work… more later).

現在… … 我們不知道結果會怎樣,這將向何處去, 但我們將會如網絡內的許多人一樣,將盡最大努力給予貢獻。

So… we don’t know where this will go, but we’ll do our best to give as much as we’ve been getting from the contributions of so many others on the web.

DNAStream – The Web-based TV

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[via Planet Ajaxian]


If you used Joost before, you must be very impressed by its UI which is very classy.  But you need to download, install and do setting for streaming some how.

Now you have alternative, try DNAStream.TV ! I love DNAStream’s UI, fabulous and user-friendly. The TV program run smoothly with nice video quality at my 19″ LCD. Of course, the number of TV programs choice are still limited compared with Joost. But DNAStream.TV is still very cool! Check it out!