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9th of January, 2007. Joshua Bell, one of the greatest violinist in the world,
2007年的1月9日，乔舒亚·贝尔，一位堪称世界上最伟大的小提琴家，
played to a packed audience at Boston's stately Symphony Hall of 1,000 people where most seats went for more than $100.
在可容纳千人、宏伟的波士顿音乐厅，对着爆满的听众席演奏，大多数位置的票价都高过一百元美金。
He was used to full, sell-out shows. He was at the peak of his abilities and fame.
他曾经习惯于座无虚席、票售一空的演出，那是他能力与名声的高峰。
Three days later, Joshua Bell played to an audience of nobody!
三天之后，乔舒亚·贝尔在没有观众的情况下演奏！
Well, maybe six people paused for a moment, and one child stopped for a while looking,
好吧，也许有六个人停下来注意了一小会儿，还有一个小孩停下来认真注视着，
as if he understood that something special was happening.
彷佛他了解这是一件极不寻常的事。
Joshua said of the experience, "It was a strange feeling that people were actually ignoring me."
乔舒亚谈到这段经历时称：“这是种奇怪的感觉，人们完全忽略我了。”
Joshua Bell was playing violin in a subway station.
乔舒亚·贝尔是在一个地铁车站演奏小提琴的。
"At a music hall, I'll get upset if someone coughs or if someone's cell phone goes off,
“在音乐厅，如果有人咳嗽，或是有人手机响了，我会很生气，
but here my expectations quickly diminished.
但在这儿我的期待很快地降低了。
I was oddly grateful when somebody threw in a dollar."
当有人丢入一块钱，我就异常地感动。”
What changed? Same music, on the same violin, played with the same passion and by the same man.
什么改变了？同样的音乐、同样的小提琴，用同样的热情，并由同一个人演奏。
Why did people listen and then not listen? Aristotle would be able to explain.
为什么人们会愿意听？又为什么会不屑一顾？亚里士多德可以给出解释。
What does it take to persuade people?
究竟是什么才可以说服人们？
2,300 years ago, Aristotle wrote the single most important work on persuasion, Rhetoric,
2300年前，亚里士多德写下了关于“说服”最为举足轻重的一篇著作，《修辞学》，
the 3 means of persuasion: logos, ethos, and pathos.
其中描述了说服别人的三种方法：喻理、喻德以及喻情。
Logos is that the idea makes sense from the audience's point of view.
喻理是指，这个想法可以让听众用他们的观点去理解。
This is usually different from the speaker's point of view,
他们的观点通常与演说者的观点不同，
so work needs to be done to make the idea relevant to the world view, the pains and the challenges of the listeners.
所以演说内容必须和世界观点相结合，也包含了听众的自身面临的痛楚及挑战。
A good argument is like good music.
好的论证就如同好的音乐。
Good music follows some rules of composition; good arguments follow some rules of logic.
好的音乐遵循着某些作曲的规则；而好的论证则遵循着某些逻辑的规则。
It makes sense to the audience.
这样才能让听众理解。
Ethos is reputation, what are you known for;
喻德是指名声--你是靠什么闻名于世的；
credibility, do you look and act professional; trustworthy, are your motives clear,
可靠度--你的行为与外表看起来是否专业；以及可信度--你的动机是否单纯，
do you show the listener that you care about them as much as yourself?
你是否让听众感到你在乎他们跟在乎你自己一样？
Authority is confidence plus a concise message, a clear, strong voice.
权威是自信再加简洁的句子、以及一个简单且强烈的语气。
Pathos is the emotional connection. Stories are an effective human tool for creating an emotional connection.
喻情是指情感的联系。故事是人们用于建立情感联系的一种有效工具。
There are moments where an audience is not ready to hear the message.
有时候听众尚未准备好来听你想传递的信息。
A speaker must create the right emotional environment for their message. What changed?
演说者必须为想表达的信息建立适当的情境。是什么改变了？
Why did people travel for miles to hear him play one night, and not even pause for moment to listen the next morning?
为什么人们不远千里来听乔舒亚这一晚的演奏？而又为什么隔一天后连一刻也不愿意停下来聆听？
The answer is that ethos and pathos were missing.
原因是喻德和喻情消失了。
Ethos. The fact that the great concert hall hosts Joshua's concert transfers its trust to Joshua.
喻德。一个雄伟的音乐厅为乔舒亚举办了音乐会，这传递了对乔舒亚的信任。
We trust the institution, we now trust Joshua.
我们相信音乐厅，所以我们相信乔舒亚。
The subway does not have our trust for musical talent,
我们并不相信地铁里会够有杰出的音乐，
we do not expect to find great art, great music, or great ideas, so it confers no trust to Joshua.
我们也不期待在此遇见极佳的艺术、极佳的音乐或是极佳的想法，所以地下铁并没有为约夏传递信任感。
Pathos. The concert hall is designed for an emotional bond between an audience and an artist, a subway platform is not.
喻情。音乐厅是特别设计的，好让听众及演出者的情感得到联系，但地铁站台并不是。
The hustle and movement and stress is just not conducive to the emotional connection needed between performer and listener.
匆忙、移动及压力，对于双方的情感联系是没有帮助的。
Logos, ethos, pathos, the idea is nothing without the rest.
喻理、喻德、喻情，缺乏这些，一个想法就一文不值。
This is what Joshua Bell learned on that cold, January day in 2007.
这就是乔舒亚·贝尔在2007年那个寒冷的一月里所学到的.
If you have a great idea, how do you build credibility and emotional connection?
如果你有一个极佳的想法，你该如何建立可信度和情感上的联系呢？
