I. Please read the text after the speaker.

Care

4. It’s easy for companies to say they care about customer needs. But to really

empathize, you have to be willing to do what many of the best designers do: step out of the corporate bubble and actually immerse yourself in the daily lives of people you’re trying to serve.  ①What impressed me about some design researchers was the dedication to really observing and paying close attention to people — because this is usually the best way to find out people’s deep, unexpressed needs. 

Connect

5. ②Designers, I discovered, have a knack for synthesizing — for taking existing elements or ideas and blending them together in fresh new ways. This can be a valuable shortcut to innovation because it means you don’t necessarily have to invent from scratch. By coming up with

“smart re-combinations”, a famous sports brand smartly combined one type of their running shoes with a music player to produce a new product line, which enables users to program their runs. It isn’t easy to come up with these great combinations. Designers know that they must “think laterally” — searching far and wide for ideas — and must also be willing to try connecting ideas that might not seem to go together. This is a way of thinking that can also be embraced by non-designers.

Commit

6. It’s one thing to generate original ideas. But designers quickly take those ideas beyond imagination by giving form to them. ③Whether it’s a napkin sketch or a digital mock-up, the quick and rough models that designers constantly create are a critical component of innovation —because when you give form to an idea, you begin to make it real. 

7.  ④ It’s true that when you put an idea into the world while it’s still young and imperfect, you increase the possibility of short-term failure, but designers tend to be much more comfortable with this risk than most of us. They know that innovation often involves a repeated process with setbacks along the way and those small failures are actually useful because they show the designers what works and what needs fixing. The designers’ ability to “fail forward” is a particularly valuable quality in times of dynamic change. ⑤Today, many companies find themselves operating in a test-and-learn business environment, which is just one more reason to pay attention to the people who’ve been conducting their work this way all along.

II. Text analysis

①What impressed me about some design researchers was the dedication to really observing and paying close attention to people — because this is usually the best way to find out people’s deep, unexpressed needs.  (Para. 4) 

翻译：那些令我印象深刻的设计研究员会全身心地、真正地去观察和关注他人，因为这通常是弄清人们内心深处尚未表达的需求的最好办法。

②Designers, I discovered, have a knack for synthesizing — for taking existing elements or ideas and blending them together in fresh new ways. (Para. 5) 

翻译：我发现设计师有种归纳总结的本领，他们能收集现有元素或想法，再以全新的方式将它们糅合在一起。

③Whether it’s a napkin sketch or a digital mock-up, the quick and rough models that designers constantly create are a critical component of innovation — because when you give form to an idea, you begin to make it real. (Para. 6) 

翻译：无论是一张餐巾纸草图，还是一个数字实体模型，设计师不断创造的快捷、粗略的模型是创新的关键部分。因为当一个想法成形时，它就开启了由想法到现实之旅。

④It’s true that when you put an idea into the world while it’s still young and imperfect, you increase the possibility of short-term failure, but designers tend to be much more comfortable with this risk than most of us. (Para. 7) 

翻译：当你把一个还很幼稚、不完善的想法带入这个世界时，你会增加短期失败的可能性，这是事实。但是，设计师往往比我们多数人更能承担这种风险。

⑤Today, many companies find themselves operating in a test-and-learn business environment, which is just one more reason to pay attention to the people who’ve been conducting their work this way all along. (Para. 7) 

翻译：如今，许多公司处在“边尝试边学习”的商业环境中，这使我们更有理由去关注那些一直以这种方式工作的人们。

III.Test  

Care

4. It’s easy for companies to say they care about customer needs. But to really

empathize, you have to be willing to do what many of the best designers do: step out of the corporate bubble and actually immerse yourself in the daily lives of people you’re trying to serve.  ①What impressed me about some design researchers was the dedication to really observing and paying close attention to people — because this is usually the best way to find out people’s deep, unexpressed needs. 

Connect

5. ②Designers, I discovered, have a knack for synthesizing — for taking existing elements or ideas and blending them together in fresh new ways. This can be a valuable shortcut to innovation because it means you don’t necessarily have to invent from scratch. By coming up with

“smart re-combinations”, a famous sports brand smartly combined one type of their running shoes with a music player to produce a new product line, which enables users to program their runs. It isn’t easy to come up with these great combinations. Designers know that they must “think laterally” — searching far and wide for ideas — and must also be willing to try connecting ideas that might not seem to go together. This is a way of thinking that can also be embraced by non-designers.

Commit

6. It’s one thing to generate original ideas. But designers quickly take those ideas beyond imagination by giving form to them. ③Whether it’s a napkin sketch or a digital mock-up, the quick and rough models that designers constantly create are a critical component of innovation —because when you give form to an idea, you begin to make it real. 

7.  ④ It’s true that when you put an idea into the world while it’s still young and imperfect, you increase the possibility of short-term failure, but designers tend to be much more comfortable with this risk than most of us. They know that innovation often involves a repeated process with setbacks along the way and those small failures are actually useful because they show the designers what works and what needs fixing. The designers’ ability to “fail forward” is a particularly valuable quality in times of dynamic change. ⑤Today, many companies find themselves operating in a test-and-learn business environment, which is just one more reason to pay attention to the people who’ve been conducting their work this way all along.