It sure used to be a lot easier to be from Iceland, because until a couple of years ago, people knew hardly anything about us, and I could basically come out here and say only good things about us. But in the last couple of years we've become infamous for a couple of things. First, of course, the economic meltdown. It actually got so bad that somebody put our country up for sale on eBay. (Laughter) Ninety-nine pence was the starting price and no reserve. Then there was the volcano that interrupted the travel plans of almost all of you and many of your friends, including President Obama. By the way, the pronunciation is "Eyjafjallajokull." None of your media got it right.

在過去，作個冰島人是比較輕松的， 因為直到前幾年 人們對我們的國家幾乎都還不太熟悉。 我基本上可以站在這里 毫無顧忌地吹噓我們國家。 但是，在最近一兩年里， 我國因為幾個事件而名聲鵲起。 首先，大家都知道，我們的經濟開始雪崩。 情況非常嚴重， 甚至有人把我們國家放到eBay網上拍賣。 （眾人笑） 起拍價99便士， 還謝絕預訂。 接著火山爆發了， 幾乎破壞了在座各位 以及你們的朋友的旅行計劃， 連奧巴馬總統的行程也受到了影響。 順便說一下，火山的名字 念 “哎呀我服了優酷”（音譯）。 你們的媒體都念錯了。

(Laughter)

（眾人笑）

But I'm not here to share these stories about these two things exactly. I'm here to tell you the story of Audur Capital, which is a financial firm founded by me and Kristin -- who you see in the picture -- in the spring of 2007, just over a year before the economic collapse hit. Why would two women who were enjoying successful careers in investment banking in the corporate sector leave to found a financial services firm? Well let it suffice to say that we felt a bit overwhelmed with testosterone. And I'm not here to say that men are to blame for the crisis and what happened in my country. But I can surely tell you that in my country, much like on Wall Street and the city of London and elsewhere, men were at the helm of the game of the financial sector, and that kind of lack of diversity and sameness leads to disastrous problems.

我今天不是來這里 分享這兩個事件來龍去脈的。 我在這里是想跟大家講講Audur Capital公司的故事， 它是我和克莉斯汀共同創辦的一家金融服務公司。 這是我們的合影－ 公司成立于2007年 也就是經濟雪崩開始的前一年。 為什么這兩位 各自在投資銀行業 頗有成就的女性 會決定改行去創立一家金融服務公司呢？ 事實上這是因為 我們已經對“睪丸激素” 忍無可忍了。 我并不是說 男人們是冰島發生經濟危機的 罪魁禍首。 但是我可以負責任的告訴你們， 我們國家就像是華爾街和倫敦市等地方一樣， 男人們主導了 整個金融業。 這種行業的單調性 和單一性 會引發災難性的問題。

(Applause)

（眾人鼓掌）

So we decided, a bit fed-up with this world and also with the strong feeling in our stomach that this wasn't sustainable, to found a financial services firm based on our values, and we decided to incorporate feminine values into the world of finance. Raised quite a few eyebrows in Iceland. We weren't known as the typical "women" women in Iceland up until then. So it was almost like coming out of the closet to actually talk about the fact that we were women and that we believed that we had a set of values and a way of doing business that would be more sustainable than what we had experienced until then. And we got a great group of people to join us -- principled people with great skills, and investors with a vision and values to match ours. And together we got through the eye of the financial storm in Iceland without taking any direct losses to our equity or to the funds of our clients. And although I want to thank the talented people of our company foremost for that -- and also there's a factor of luck and timing -- we are absolutely convinced that we did this because of our values.

我們對這樣的世道有些不滿， 而且預感到保持現狀 不是長久之計， 于是決定以自己的理念 建立一家金融服務公司。 我們決心在金融世界中 注入女性的價值觀。 這在冰島引起了不小的轟動。 直到那一刻， 我們作為冰島典型女性的身份 才受到了關注。 這感覺就像從幕后走到臺前， 宣告我們是女性， 我們相信，我們所持的價值觀 和生意經 相比男人們的那一套 更具可持續性。 我們招集了一群精英 他們都是堅持原則的能人， 是有遠見的投資者， 和我們志趣相投。 我們攜手挺過了冰島金融風暴最為強勁的時期， 沒有直接損失任何資產 或客戶資金。 為此我要感謝 公司的這些人才 當然其中也有 幸運以及時機的成分。 但我們相信，我們的成功 最終取決于我們的價值觀。

So let me share with you our values. We believe in risk awareness. What does that mean? We believe that you should always understand the risks that you're taking, and we will not invest in things we don't understand. Not a complicated thing. But in 2007, at the height of the sub-prime and all the complicated financial structures, it was quite opposite to the reckless risk-taking behaviors that we saw on the market. We also believe in straight-talking, telling it as it is, using simple language that people understand, telling people about the downsides as well as the potential upsides, and even telling the bad news that no one wants to utter, like our lack of belief in the sustainability of the Icelandic financial sector that already we had months before the collapse hit us. And, although we do work in the financial sector, where Excel is king, we believe in emotional capital. And we believe that doing emotional due diligence is just as important as doing financial due diligence. It is actually people that make money and lose money, not Excel spreadsheets.

我跟大家分享一下這些價值觀。 我們堅持風險意識。 這是什么意思呢？ 我們相信人們應該對風險具有足夠的認識， 我們不對不熟悉的事情 進行投資。 這很好理解。 然而在2007年， 次優級抵押貸款盛行， 金融結構復雜， 市場上表現出 各種沖動的風險行為， 與風險意識背道而馳。 我們相信開門見山 實話實說， 用平實的語言， 告訴人們事情的弊端， 上升的潛力， 告訴他們別人難以啟齒的壞消息， 比如，我們告訴客戶冰島的金融業 缺乏可持續性， 結果，金融雪崩 真的就在幾個月后發生了。 盡管我們在金融領域工作， 成天跟Excel工作表打交道， 但我們重視情感資本。 我們認為 培養感情 和賺錢 是一樣重要的。 因為，賺錢賠錢的 都是人 而不是Excel工作表。

(Applause)

（眾人鼓掌）

Last, but not least, we believe in profit with principles. We care how we make our profit. So while we want to make economic profit for ourselves and our customers, we are willing to do it with a long-term view, and we like to have a wider definition of profits than just the economic profit in the next quarter. So we like to see profits, plus positive social and environmental benefits, when we invest.

最后， 我們堅持獲取利潤的原則。 我們在乎獲取利潤的手段。 盡管我們渴望為自己以及客戶賺到獲取更多經濟利益， 但是我們堅持放長線掉大魚。 我們認為利潤不僅僅是下個季度的經濟收益， 它有著更寬泛的意義。 在進行投資的時候， 我們更希望 社會利益和環境利益能與經濟收益并存。

But it wasn't just about the values, although we are convinced that they matter. It was also about a business opportunity. It's the female trend, and it's the sustainability trend, that are going to create some of the most interesting investment opportunities in the years to come. The whole thing about the female trend is not about women being better than men; it is actually about women being different from men, bringing different values and different ways to the table. So what do you get? You get better decision-making, and you get less herd behavior, and both of those things hit your bottom line with very positive results.

雖然，我們相信這些價值觀非常重要， 但這不是決定成功與否的全部因素。 商機也是因素之一。 女性勢力的壯大和可持續性的走強， 即將在未來的幾年內 創造出最為引人入勝的 投資機遇。 女性力量的壯大 并不代表女性強于男性， 事實上， 女男之間存在的差別 能夠將新的價值觀和處事方法帶到決策席上。 這樣有什么好處呢？你可以做出更英明的決定。 并且可以避免羊群效應。 這兩個好處 能幫助你絕處逢生。

But one has to wonder, now that we've had this financial sector collapse upon us in Iceland -- and by the way, Europe looks pretty bad right now, and many would say that you in America are heading for some more trouble as well. Now that we've had all that happen, and we have all this data out there telling us that it's much better to have diversity around the decision-making tables, will we see business and finance change? Will government change?

然而我們總會奇怪， 既然冰島的金融業發生雪崩－ 其實整個歐洲都不太景氣， 許多人會說： 美國也快遭殃了。 既然我們吃過那么多虧， 而且有數據顯示 決策者中有男有女 能夠保證決策更有成效， 那么商業和金融業是否會因此而有所改變呢？ 政府會做出改變嗎？

Well I'll give you my straight talk about this. I have days that I believe, but I have days that I'm full of doubt. Have you seen the incredible urge out there to rebuild the very things that failed us? (Applause) Einstein said that this was the definition of insanity -- to do the same things over and over again, hoping for a different outcome. So I guess the world is insane, because I see entirely too much of doing the same things over and over again, hoping that this time it's not going to collapse upon us. I want to see more revolutionary thinking, and I remain hopeful. Like TED, I believe in people. And I know that consumers are becoming more conscious, and they are going to start voting with their wallets, and they are going to change the face of business and finance from the outside, if they don't do it from the inside.

我會把實話告訴大家。 有時候我相信現狀會改變， 而有時候，我對此又充滿疑問。 我們迫切想讓那些失敗的努力死灰復燃。 這種感覺你們能體會吧？ （眾人鼓掌） 愛因斯坦曾說： 這就是神經病的定義－ 周而復始地 重復同樣的事情， 每一次都盼著能有新的結果。 我看整個世界都發瘋了， 因為我見過太多太多人 反反復復做同樣的事情， 希望災難不會降臨到我們頭上。 我希望有更具革命性的想法出現。 我對此寄予希望。 像TED一樣，我相信人的力量。 我知道消費者們 會變得更加理智， 他們會用錢包來選擇， 即使不能改變 金融與商業的內在， 他們也會改變其面貌。

But I'm more of the revolutionary, and I should be; I'm from Iceland. We have a long history of strong, courageous, independent women, ever since the Viking age. And I want to tell you when I first realized that women matter to the economy and to the society, I was seven -- it happened to be my mother's birthday -- October 24, 1975. Women in Iceland took the day off. From work or from home, they took the day off, and nothing worked in Iceland. (Laughter) They marched into the center of Reykjavik, and they put women's issues onto the agenda. And some say this was the start of a global movement. For me it was the start of a long journey, but I decided that day to matter. Five years later, Iceland elected Vigdis Finnbogadottir as their president -- first female to become head of state, single mom, a breast cancer survivor who had had one of her breasts removed. And at one of the campaign sessions, she had one of her male contenders allude to the fact that she couldn't become president -- she was a woman, and even half a woman. That night she won the election, because she came back -- not just because of his crappy behavior -- but she came back and said, "Well, I'm actually not going to breastfeed the Icelandic nation; I'm going to lead it."

而我更傾向于變革， 這是理所應當的，因為我是冰島人。 我們有著悠久的歷史， 我們的女性自維金時代 就以堅強，勇敢，獨立著稱。 我想告訴你們， 當我第一次意識到 女性對經濟和社會具有重要意義 是在我七歲的時候－那時是我母親的生日－ 1975年10月24日。 冰島的女性在這一天全體罷工。 不管是職業女性還是家庭主婦，全部罷工， 結果全國都癱瘓了。 （眾人笑） 她們游行進入雷克雅未克市中心， 爭取她們的權利。 有些人認為它即將在全球掀起運動的浪潮， 在我看來，這僅是漫長旅程的開始， 然而這一天意義非比尋常。 五年以后， 維迪斯. 芬波迦朵特當選冰島總統－ 她是冰島首位成為國家元首的女性， 她是一位單身母親， 曾患乳癌 不得不被切除了一個乳房。 在一次競選活動中， 與她競爭的一位男性候選人 諷刺她，說她不能成為總統， 因為她是個女人，而且還只能算半個女人。 就在當晚，她在競選中勝出， 她做出了反擊－ 不僅因為他的齷齪言行－ 她反駁道： “聽著，我可不是來給冰島人喂奶的， 我是來領導這個國家的。”

(Applause)

（眾人鼓掌）

So I've had incredibly many women role models that have influenced who I am and where I am today. But in spite of that, I went through the first 10 or 15 years of my career mostly in denial of being a woman. Started in corporate America, and I was absolutely convinced that it was just about the individual, that women and men would have just the same opportunities. But I've come to conclude lately that it isn't like that. We are not the same, and it's great. Because of our differences, we create and sustain life. So we should embrace our difference and aim for challenge.

我可以效仿的女性偶像 不勝枚舉， 她們的影響成就了今天的我。 但盡管如此， 在我職業生涯中的10到15年中， 我做為女性總得不到認可。 在美國工作以后， 我打心里相信 每個人都要靠自己的實力取勝， 機會對于男人或女人來說都是一樣的。 然而，最近我領悟到 事實不是這樣的。 我們并不一樣。 這是好事－正因為不同 我們才能創造生活，維持生活。 我們應該接受彼此的不同點，并勇敢接受挑戰。

The final thought I want to leave with you is that I'm fed up with this tyranny of either/or choices in life -- either it's men or it's women. We need to start embracing the beauty of balance. So let's move away from thinking about business here and philanthropy there, and let's start thinking about doing good business. That's how we change the world. That's the only sustainable future.

最后，我想對大家說， 我受夠了 那種不是你死就是我活的專制－ 男女勢不兩立。 我們應當開始追求平衡之美。 我們不應該 把做生意和人道主義分割開來， 我們應該好好想想 怎樣才能把生意做好。 只有這樣我們才能改變世界，才能保持未來的可持續性發展。

Thank you.

感謝大家。

(Applause)

（熱烈掌聲）

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