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Robert Epstein on sustainable business
EarthSky
Robert Epstein: Creativity is critically important for sustainable business, in part because sustainability is a goal that has a deadline. We are under pressure as a civilization to correct the damage we’ve done to the environment. That means we need new ideas flowing and flowing fast.罗伯特•爱普斯坦：实现商务可持续发展是有时限的，这使创新力凸显其重要性。我们的文明给我们施加了压力，迫使我们想办法更正破坏环境所犯下的错误。为此，我们需要新思想快速涌现。
You are listening to Dr. Robert Epstein, a psychologist at UC (University of California), San Diego, a former editor-in-chief of Psychology Today magazine, and CEO of a company called Creativity International. Epstein believes creativity is key to business in the 21st century.
您正听到的是对圣地亚哥加州大学心理学家罗伯特•爱普斯坦博士的采访。他是《今日心理》杂志的主编，也是“国际创新”公司的总裁。爱普斯坦坚信在21世纪创造力是商业成功的关键。
Robert Epstein: Most companies look for new ideas in a kind of haphazard way. It’s kind of a hope and a prayer, really.
罗伯特•爱普斯坦：大多数公司是随机的探索新点子，仅希望或企盼能成功。
He said there’s a science behind getting ideas to flow.
他说创造新思想也是一门科学。
Robert Epstein: There’s a lot of research at this point showing how novel behavior, how new behavior, emerges over time, and what kinds of conditions lead to that emergence.
罗伯特•爱普斯坦：很多研究都探索了创新行为是如何随时间产生的，产生的必备条件是什么。
He said that focusing on creativity can affect every aspect of a business.
他说专注于创新会影响商业的方方面面。
Robert Epstein: How they run meetings, how they set goals, how they order their pencils. Literally every aspect of what a company does can be altered slightly so that it produces more creativity, more innovation all through the company.
罗伯特•爱普斯坦：如何组织会议，如何制定目标，怎样订购铅笔，这些方面都会受影响。理论上稍稍改变企业某方面的成规就可能给整个公司带来更多的创造和创新。
And these ideas are important, he said, if businesses are going to tackle the challenges of this century.
如果企业要应对本世纪的挑战，这些创新思想举足轻重。
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