評論
打印
He had no idea what that was, so I spent an hour trying on all these damn jeans,
他一頭霧水，結(jié)果我花了一個鐘頭試穿了所有這些該死的牛仔褲，
and I walked out of the store -- truth! -- with the best-fitting jeans I had ever had. I did better.
最后，說實話，我?guī)е粭l我從未有過的最合身的褲子走出店門。我做得的確不錯。
All this choice made it possible for me to do better. But -- I felt worse. Why?
這些選擇使得我有機會做的更好。但是心里感覺卻更糟。為什么？
I wrote a whole book to try to explain this to myself.
為這我還專門寫了一本書來為我自己找借口。
The reason -- The reason I felt worse is that, with all of these options available,
讓我感覺更糟糕的理由就是，由于有了這么多的可選性，
my expectations about how good a pair of jeans should be went up.
我對于一條牛仔褲到底該有多好才算好的期望值大大升高。
I had very low, no particular expectations when they only came in one flavor.
我以前期望值很低。當牛仔褲就那么一種時，我沒有過多指望。
When they came in 100 flavors, damn it, one of them should've been perfect.
當它們有一百種規(guī)格時，哼，最好至少有一條是極致完美的。
And what I got was good, but it wasn't perfect.
我那條的確不錯，但是它還是不夠完美。
And so I compared what I got to what I expected, and what I got was disappointing in comparison to what I expected.
所以我拿我已有的去和我期望的進行比較，和我期望的比起來，我這條就變得令人失望了。
Adding options to people's lives can't help but increase the expectations people have about how good those options will be.
在人們的生活里加進選擇，除了提高人們對事情到底能有多好的期望值以外，并沒有給人們帶來多少好處。
And what that's going to produce is less satisfaction with results, even when they're good results.
帶來的只是使人們對結(jié)果不那么滿意了，即使那是好結(jié)果。
Nobody in the world of marketing knows this.
搞市場的人沒有人懂得這個道理。
Because if they did, you wouldn't all know what this was about. The truth is more like this.
因為如果他們里面有人懂的話，你也就不會有機會知道這是什么意思了。事實很像這個。
The reason that everything was better back when everything was worse is that when everything was worse,
原因在于，當一般的東西都不怎么好時，
it was actually possible for people to have experiences that were a pleasant surprise.
人們有可能體驗到某些驚喜。
Nowadays, the world we live in -- we affluent, industrialized citizens,
如今，在我們這些富裕的，工業(yè)化的市民生活的世界里，
with perfection the expectation, the best you can ever hope for is that stuff is as good as you expect it to be.
盡善盡美已是理所當然的，對于每一件東西你最多也只能希望它不比你預(yù)期的差。
You will never be pleasantly surprised because your expectations, my expectations, have gone through the roof.
你再也不會被什么所驚喜，因為你我的期望值比天還高。
The secret to happiness -- this is what you all came for -- the secret to happiness is low expectations.
什么是幸福的秘密，這是你們今天來這里想要知道的，幸福的秘密就是：知足常樂，不要期望過高。
