就是沒想法？你可能太理性了！

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"上次介紹了","attrs":{}},{"type":"link","attrs":{"href":"https://xie.infoq.cn/article/c076f654002affa4d5f0ce969","title":""},"content":[{"type":"text","text":"卡馬克的反脆弱想法生成系統","attrs":{}}]},{"type":"text","text":"之後，有小朋友問我，這個系統是挺好的，但我就是沒想法，沒法自己跟自己戰鬥啊。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"恰好今早讀到了傳奇的奧美前董事長羅裏·薩瑟蘭的書《創意有魔力：如何想出好點子》，重重地刺激到了工科出身的我：我以及我身邊的很多人，可能太過理性了！","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"理性讓我們與很多好想法失之交臂。特別是在遊戲開發，這個本該關注人類行爲和感受、充滿創意的領域，那些天馬行空、效果上真正讓人拍案叫絕的好想法，很可能因爲我們用理性畫地爲牢，而得不到重視。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"他認爲，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"我們過度依賴數據了","attrs":{}},{"type":"text","text":"，很多時候完全忽略了情感因素的作用，而情感纔是人類行爲的真實動因。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"從進化角度看，理性是人類獨有的，與其他動物相比。我們進化出理性是爲了什麼？誠然，我們通過理性發展出自然科學、工程學以及其他技術和文化成就，但這些很可能是人類已經脫穎而出之後的副產品。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"第四紀更新世冰期，地球生物大量滅絕，靈長類中的一小撮開始相互合作，形成分工，向高度社會化羣體演進，最終進化爲人類。高度社會化是人類區別於其他動物的特點。《理性之謎》一書提出了一種理論。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"人類大腦中出現的理性不是爲了向我們自己解釋一些行爲和思想，而是爲了向他人解釋這些行爲和思想，並對這些行爲和思想進行辯護。換句話說，理性是我們作爲高度社會化的物種所必需的適應性處理方法。","attrs":{}}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"簡單來說，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"進化出理性是爲了辯論或者給自己找理由的","attrs":{}},{"type":"text","text":"。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這對我們有兩個啓示。首先，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"理性並不能幫助我們很好地獲得想法","attrs":{}},{"type":"text","text":"，理性的作用是去證明一個想法。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"blockquote","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“一般而言，我們通過以下過程探索新定律。首先是猜測……其次我們對猜測結果進行估算，看我們如果猜到的定律正確，會出現什麼情況，以及它意味着什麼；然後我們將估算結果與經驗進行比較，與觀察結果進行直接比較，看它是否起效……這個簡單陳述對於科學至關重要。猜測有多麼美妙並不重要，人有多麼聰明並不重要，誰做出猜測或者他叫什麼名字也並不重要……如果它與實驗結果不一致，那它就錯了。一切僅此而已。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"——物理學家理查德·費曼","attrs":{}}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"其次，","attrs":{}},{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"大多數人也不善於用理性去做決策","attrs":{}},{"type":"text","text":"。所以，在涉及到人類行爲的問題上，不能假設大家都是理性的，人類的很多行爲不僅不理性，用理性的眼光去看，甚至怪誕荒唐。實際上很多市場營銷活動，都是對人類非理性行爲的利用。比如，牙膏有一段時間很流行擠出來帶彩條的，讓人形象地感受到什麼叫“多重功效”。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"比如，各種標着大大的零糖的飲料，卻含有脂肪，熱量並不是零。對，我說的就是，元氣森林的乳茶，混在元氣森林氣泡水「零糖零卡零脂肪」裏面。元氣森林的老闆唐彬森之前創立過遊戲公司智明星通，開發過一款你可能玩過的遊戲——開心農場，可以說是深諳人性。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"理性可以幫助我們分析問題、理解背景、驗證結論，但不能幫助我們想出更好的點子。想點子的時候，少些理性，多關注人的感受。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"容我放下理性去試試，有個人體會再跟大家分享。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong","attrs":{}}],"text":"參考文獻：","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"創意有魔力：如何想出好點子，羅裏·薩瑟蘭","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"理性之謎，雨果·梅西耶；丹·斯珀伯","attrs":{}}]}],"attrs":{}},{"type":"listitem","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"link","attrs":{"href":"https://zhuanlan.zhihu.com/p/148773420","title":""},"content":[{"type":"text","text":"元気森林 怎麼就火了？（深度拆解）","attrs":{}}]}]}],"attrs":{}}],"attrs":{}}]}