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数字化转型的伦理 (The Ethics of Digital Transformation)

Are you a human, and do you own a smartphone, laptop or desktop computer? Then this is for you. Let’s talk about the digital transformation that’s going on inside each of us. Let’s talk about creating, marketing, selling, and using digital technology, smart devices, and applications in a more conscious and balanced way.

您是人吗？您拥有智能手机，笔记本电脑或台式计算机吗？ 那是给你的。 让我们谈谈我们每个人内部正在进行的数字化转型。 让我们以一种更加自觉和平衡的方式来谈论创建，营销，销售和使用数字技术，智能设备和应用程序。

Hello, you. You, who are designing, coding, marketing, selling, or simply using the technology that will shape our collective future. To what extent do you realize that everything that you and I do, and every bit of technology you and I envision, create, sell, or simply use — has an impact on our lives?

喂你好 您正在设计，编码，营销，销售或仅使用将塑造我们集体未来的技术。 您在多大程度上意识到您和我所做的一切以及您和我设想，创造，出售或只是使用的每项技术都会对我们的生活产生影响？

And on the lives of others, and the future of mankind — in a small and insignificant, or possibly a larger and more sweeping way?

并以小的和微不足道的，或者可能是更大和更广泛的方式，在他人的生活以及人类的未来上？

Now, when did you or anyone you know, make an informed, fully conscious, deliberate choice about what we want that impact to be?

现在， 您或您认识的任何人何时对 我们希望产生的影响 做出明智的，完全有意识的，深思熟虑的选择 ？

If you work in tech or marketing, or if you are interested in technology, marketing or entrepreneurship — or basically, if you’re human and you own a smartphone/laptop/pc — this is relevant to you. Let’s talk about the digital transformation that’s going on inside each of us.

如果您从事技术或市场营销，或者对技术，市场营销或企业家精神感兴趣，或者基本上是人类，并且拥有智能手机/笔记本电脑/个人电脑 ，那么这与您有关。 让我们谈谈我们每个人内部正在进行的数字化转型。

www.fastcompany.com www.fastcompany.com上获取

触摸屏之外是否还有生命？ (Is there still life beyond the touch screen?)

OK, so here’s what I wanted to talk to you about: the impact of digital technology. At the extreme end of that, technology addiction is a thing now. It seems to be on the rise. And even though it’s hard to come to a consensus about what constitutes smartphone addiction or technology dependency, that’s more serious of a problem than most of us seem to realize.

好的，这就是我想与您谈谈的内容：数字技术的影响。 最极端的是， 技术成瘾现在已成问题 。 它似乎正在上升。 尽管很难就智能手机成瘾或技术依赖性的构成达成共识，但这个问题比我们大多数人似乎意识到的要严重。

But smartphone addiction is only the extreme. What about the more general impact smartphones and other digital technologies are having on our lives?

但是，智能手机上瘾只是极端现象。 智能手机和其他数字技术对我们的生活产生了更广泛的影响？

Obviously, deaths from texting-and-driving accidents, but also injuries from texting-while-walking accidents are a dire result of our new norms. Not to mention increased levels of depression, loneliness, anxiety and suicidal thoughts (and, likely, suicides) in today’s teens.

显然，发短信和行车事故导致的死亡，以及走路时发短信事故造成的伤害，是我们新规范的可怕结果。 更不用说当今青少年的抑郁，孤独，焦虑和自杀念头(可能还有自杀)的水平上升。

Research points to a link between the amount of use of digital technology and burnout-states in working adults. Like in the adult writing this, right now.

研究指出，数字技术的使用量与在职成年人的倦怠状态之间存在联系。 就像现在成人写这篇文章一样 。

寻求平衡 (Seek balance)

Now, you might be thinking: what’s that got to do with me? I’m not suicidal or depressed. Or: I’m not headed for a burnout, I just work pretty hard […].

现在，您可能在想：与我有什么关系？ 我没有自杀或沮丧的感觉。 或：我不会精疲力尽，我只是努力工作[…]。

And, hasn’t digital technology opened up vast opportunity for the advancement of mankind?

而且，数字技术难道不是为人类进步开辟了广阔的机会吗？

Made it much easier for anyone to start their own company and reach an audience? Made possible countless advances in medical technology, and overall greatly increased the ease and quality of life for billions, not in the least your and my individual life?

使任何人创办自己的公司并吸引受众变得容易得多吗？ 使得无数的医疗技术进步成为可能，并且整体上大大提高了数十亿人的生活舒适度和生活质量，至少您和我的个人生活没有？

Of course it has, and we should not forget that. I surely try to get the most out of digital technology for advancing my personal goals. Toward actualizing the maximum potential within me and helping others do the same. To the betterment of the world.

当然有，我们不应忘记这一点。 我肯定会尽最大努力利用数字技术来实现自己的个人目标。 努力实现我内在的最大潜力，并帮助他人做到同样。 为了世界的美好。

And that’s exactly what this is about.

这就是这的意思。

This is not about being against digital technology or the use of it. This is about creating, marketing, selling, and using digital technology, smart devices, and applications in a more conscious and balanced way.

这与反对数字技术或使用数字技术无关。 这是关于以更自觉和平衡的方式创建，营销，销售和使用数字技术，智能设备和应用程序。

因为我们的思想平衡处于危险之中 (Because the balance of our mind is in peril)

What do you get when you mix the addictiveness of a slot machine (or heroin), humans’ innate weakness for social pressure, and the world’s smartest minds working for the richest, most successful and most profitable companies?

当您将老虎机(或海洛因)的成瘾性，人类对社会压力的天生弱点以及世界上最聪明的头脑为最富有，最成功和最赚钱的公司工作时，会得到什么？

Your attention is being highjacked for profit, as former Google Design Ethicist Tristan Harris and others explain here. Your ability to focus and your overall cognitive capacity is being compromised, even when your smartphone is off and just physically near you.

正如前Google Design伦理学家Tristan Harris和其他人在这里所解释的那样，您的注意力正在被劫持以牟取暴利。 即使您的智能手机处于关闭状态且仅在身体附近，您的专注能力和整体认知能力也会受到损害 。

Your focus and attention are being silently stolen from you. And then sold to the highest bidder, as you can read in Tim Wu’s “The attention mongers”. And if you work in tech or marketing, you’re probably silently and not very consciously adding to this process.

您的焦点和注意力正在默默地被您窃取。 然后将其出售给出价最高的人，您可以在蒂姆·吴(Tim Wu)的“ 注意力商人 ”中阅读。 而且，如果您从事技术或市场营销工作，那么您可能会默默地而不是很自觉地添加到此过程中。

您的注意力正在被货币化 (Your attention is being monetized)

Data is extremely valuable, and will only continue to grow in value over the next few years, just as it has over the last couple of years:

数据非常有价值 ，并且在接下来的几年中，其价值将持续增长，就像过去几年一样：

In this day and age, our data goes where our attention goes.

在当今时代，我们的数据将流向我们的注意力。

And if data is so valuable, I think we should be paying attention to how our attention is being monetized. And by whom. Because what we pay attention to, where, when and how we pay attention; it’s all being tracked and monetized by someone.

而且，如果数据如此有价值，我认为我们应该关注如何将注意力转化为货币。 和谁。 因为我们关注的是什么，何时何地以及如何关注； 所有这些都被某人跟踪并获利。

And it’s helping someone get a better life. And most of the time, that someone is not necessarily the consumer.

它正在帮助某人过上更好的生活。 在大多数时候，不一定有人是消费者。

2020年的智能科技就像墙纸或空气 (Smart tech in 2020 is like wallpaper or air)

Now, how do you use something in a more conscious and balanced way, if you don’t even notice it’s there anymore?

现在，如果您甚至不知道它已经存在了，您如何以一种更自觉和更平衡的方式使用它？

We’re talking about creating a New Normal, post-Covid-19 and post-mid-2020 — but what was the old ‘normal’ actually about? Even in the ‘old normal’, we didn’t notice how everyone would be stroking at their respective glass rectangles on the subway, did we?

我们正在谈论的是在Covid-19之后和2020年中之后创建一个新的Normal，但是旧的“ Normal”实际上是什么呢？ 即使在“旧常态”下，我们也没有注意到每个人都会如何抚摸地铁上各自的玻璃矩形，对吗？

Or how we already were meeting with friends and loved ones less and less in face-to-face settings or even phone calls; or how when we do meet up, people are so often halfway distracted from truly connecting with us because something on their phone is stealing their attention away.

或者我们在面对面的环境甚至电话中与朋友和亲人会面的方式越来越少了； 或我们什么时候见面，人们常常半途而废，无法真正与我们联系，因为他们电话上的某些东西正在将他们的注意力夺走。

What is the norm anyway? Psychological disorders are classified against the baseline or norm of what the rest of society is doing at the time of classification. If and when smartphone addiction does get classified in DSM, what will a “normal brain” look like, and what will a “healthy mind” feel like?

规范是什么？ 心理障碍的分类是根据社会其他阶层在进行分类时的基线或规范进行的。 如果并且当智能手机成瘾确实被归类为DSM时 ，“正常大脑”会是什么样？“健康大脑”会是什么样？

How can we know that we’re not all already slowly losing our minds?

我们怎么知道我们还不是已经开始慢慢失去理智了？

I’m not saying you or people around you are addicted. But even so, depression, anxiety, loss of focus; all these could be trickling into your life as we speak. Burnout and related symptoms are already all around us: it’s likely someone close to you has already reached their limit. Again, this even before the world wide lockdown of mid-2020. Who’s next?

我并不是说您或您周围的人上瘾。 但是，即使如此， 抑郁，焦虑，注意力不集中 ； 当我们说话时，所有这些可能都会渗入您的生活。 倦怠和相关症状已经存在于我们周围：很可能与您接近的人已经达到极限。 同样，这甚至在2020年中期全球锁定之前。 谁是下一个？

什么是“自由意志”，它甚至存在吗？ (What is “free will” and does it even exist?)

Small segue. I don’t want to delve too deeply into the philosophical and psychological depths of defining consciousness and free will. If you would like to do so, you can read “Free will does not exist” by Victor Lamme; “We are our brain” by Dick Swaab or “The smart subconscious” by Ap Dijksterhuis.

小segue。 我不想深入研究定义意识和自由意志的哲学和心理深度。 如果您愿意，可以阅读Victor Lamme的“ 自由意志不存在 ”。 Dick Swaab的“ 我们是我们的大脑 ”或Ap Dijksterhuis的“ 聪明的潜意识 ”。

The only point I would like to make here is: if there is such a thing as self-direction by a human mind, it has to do with focused attention. And that’s what I want to help you get back. And what I want to take back for myself, while we’re at it.

只点了，我想在这里做的是：如果有这样的事，作为自导自演一个人的心灵，它与集中注意力做。 这就是我想要帮助您返回的内容 。 而我们想要的是我想带回来的东西。

It can’t be that Facebook and Google Alphabet and Amazon, Baidu, ByteDance (TikTok) and so on, get richer and richer by the day — all by selling us stuff and serving us with ads mixed with ‘entertainment’; slurping up our personal data, attention and time, and messing with our brain composition. Without us making an informed, conscious decision that that’s OK.

Facebook和Google Alphabet以及Amazon，百度，ByteDance(TikTok)等并非每天都变得越来越富裕-所有这些都是通过向我们出售东西并向我们​​投放带有“娱乐性”的广告来实现的； 混淆我们的个人数据，注意力和时间，并弄乱我们的大脑组成。 没有我们做出明智的，有意识的决定就可以了。

We need to take back our self-direction and use technology in ways that provide added benefit to our life. To our relationships, to our financial situation and to maximizing each of our unique potential.

我们需要收回自我导向，并以可以为生活带来更多好处的方式使用技术。 对于我们的关系，我们的财务状况以及最大程度地发挥我们的每个独特潜力。

And if we’re in tech, marketing, or business, we should be thinking about creating tech and other goods and services, and marketing and selling them in such a way that it provides benefits to lives. Agreed?

而且，如果我们从事技术，市场营销或商业活动，我们应该考虑创建技术和其他商品及服务，并通过营销和销售为人们带来利益的方式进行销售。 同意吗

那现在该怎么办？ (So what can we do, now?)

Let me be honest: I can’t say, exactly. I’m gonna give you a few pointers by way of what I’m trying to do for myself. But alas — would you believe it — I’m a flawed human being. Writing this to you on my proclaimed “#OfflineSunday”. Of all days. And on my smartphone. Anyway:

老实说：我不能确切地说。 我将通过自己的努力为您提供一些建议。 但是a-您相信吗-我是一个有缺陷的人。 在我所谓的“ #OfflineSunday”上写给您。 所有的日子。 在我的智能手机上。 无论如何：

Here are five things you and I can start doing right now to take back control and use smart technology in a more balanced and conscious manner in our own lives:

您和我现在可以开始做以下五件事，以便在我们自己的生活中以更加平衡和有意识的方式收回控制权并使用智能技术：

1. Remind ourselves and each other. The first step to changing something is increasing our awareness. Think about the impact of digital technology and what we want that impact to be, talk about it and help raise awareness: make the invisible wallpaper visible again. Check out my latest book ‘Life Beyond the Touch Screen’ if you’re interested in raising awareness around the impact of digital tech.

1. 提醒自己和彼此。 改变事物的第一步是提高我们的意识。 考虑一下数字技术的影响以及我们希望产生的影响，谈论它并帮助提高意识：再次使不可见的墙纸可见。 如果您有兴趣提高对数字技术影响的认识，请查阅我的最新著作《触摸屏之外的生活》 。

2. Go offline sometime. Using digital technology in a more balanced way doesn’t necessarily imply using it less. But for most of us, I’m willing to bet: it is. So: take up the (tricky to start but awesome once you get used to it) habit of having #OfflineSunday.

2. 有时离线。 以更加平衡的方式使用数字技术并不一定意味着减少使用它。 但是对于我们大多数人来说，我愿意打赌：是的。 因此：养成#OfflineSunday的习惯(开始时有点怪，但一旦适应就很棒)。

Work offline when you need to do deep work; turn off the Outlook/e-mail client on your machine; turn off Zoom, Skype or Slack chat programs, or simply turn off your internet connection for a few hours.

需要深入工作时脱机工作； 关闭计算机上的Outlook /电子邮件客户端； 请关闭Zoom，Skype或Slack聊天程序，或者仅关闭您的互联网连接几个小时。

Take a walk in nature, meditate, or leave the phone at home when you go out sometimes. If you aren’t already doing this, I promise it’ll do you good.

有时外出时在自然界中散步，打坐或将手机留在家中。 如果您还没有这样做，我保证它将对您有好处。

3. Rearrange the home screen on your smartphone and other devices. Delete or move away the apps that distract; leave only the apps that offer real added value to your life. Put social apps away in one folder, on the second or third swipe from your home screen. Oh, and turn off all unnecessary notifications.

3. 重新排列智能手机和其他设备上的主屏幕。 删除或移走分散注意力的应用 ; 只保留能为您的生活带来真正增值的应用程序。 从主屏幕第二或第三次滑动时，将社交应用放在一个文件夹中。 哦，关闭所有不必要的通知。

4. Disrupt the attention economy monopolies and monetize your own attention and data- With Minds or Steem, Brave and/or other distributed/blockchain-based social platforms or browsers, that are designed to at least let you monetize the media you create, and the data points you generate with your attention.

4. 扰乱注意力经济垄断和货币化自己的关注 和数据流量 - 头脑或STEEM ， 勇敢和/或其它分布式/ blockchain为基础的社会平台或浏览器，被设计成至少可以让你赚钱，你创建的媒体，和您所关注的数据点。

5. If you work in tech, marketing, or do anything to sell or market goods or services online — Make an informed, conscious and deliberate choice about how you want to go about that.

5. 如果您从事技术，市场营销工作，或从事任何在线销售或销售商品或服务的工作，请-就如何实现这一目标做出明智，有意识和深思熟虑的选择。

What world do you want to help create?

您想帮助创造什么世界？

我们做出的选择 (The choices that we make)

As with every technology that has shaken our world; from the mastering of fire, to the invention of the wheel; the printing press, wind energy and steam power, to gunpowder, nuclear power and the internet — the technology itself is, of course, neutral.

就像震撼我们世界的每项技术一样； 从掌握火力到发明轮子 印刷机，风能和蒸汽动力，火药，核能和互联网-技术本身当然是中性的。

What matters are the choices we make.

重要的是我们做出的选择。

Do we choose to become or add to our collective becoming of a horde of addicted or ‘hooked’, mindlessly scrolling, depressed and self-absorbed touch screen zombies? Or do we choose to become the best we could possibly be, aided by our new technological capabilities?

难道我们选择成为或添加到 我们的集体上瘾或“上钩”，盲目地滚动，郁闷和自我吸收的触摸屏僵尸部落的？ 还是在新技术能力的帮助下，我们选择成为可能成为的最好的公司？

镜子和进化的催化剂 (A mirror and a catalyst for evolution)

A tool that can track and analyze so much about our likes and dislikes, capabilities and flaws and that we carry with us everywhere we go can be a fantastic tool for increasing self-knowledge.

一个可以跟踪和分析我们的好恶，能力和缺陷的工具，并且可以随处携带，这可以成为增加自我知识的绝佳工具。

As such, digital technology use can be a mirror to us: the way we use the technology actually showing us what our preferences and beliefs are, and what matters to us. At the same time and building upon that, if we make a conscious choice about it, smart, digital technology usage can be a catalyst for our (personal) evolution.

因此，数字技术的使用可以对我们构成一面镜子：我们使用该技术的方式实际上向我们展示了我们的喜好和信念，以及对我们重要的事物。 同时，在此基础上，如果我们做出有意识的选择，那么聪明的数字技术使用可能会成为我们(个人)发展的催化剂。

Never before in history have we had the type of tools in our hands that can give us so much insight about ourselves, which we can use to improve our thoughts, feelings, and behavior — if we so choose to.

历史上从未有过这样的工具可以让我们对自己有这么多的洞察力 ，如果我们愿意的话， 可以用来改善思想，感觉和行为。

Now that you can no longer unconsciously and unknowingly contribute to what you do not want the future to be: what kind of future do you choose to design, code, market, sell or consume?

既然您不再能够在不知不觉中为不希望的未来做出贡献：您选择设计，编码，销售，出售或消费什么样的未来？

My new book “Life Beyond the Touch Screen” is out now, you can get it here as an e-book or paperback. It’s a meditational booklet designed to increase our consciousness around the impact of digital technology on our lives as individuals, in organizations and society. A reminder to choose. Take back your energy, focus, and time.

我的新书《 触摸屏之外的生活 》现已发行，您可以 在这里 以电子书或平装本的形式获得。 这是一本冥想手册，旨在提高我们对数字技术对我们个人，组织和社会生活的影响的意识。 提醒您选择。 收回精力，精力和时间 。

翻译自: https://medium.com/illumination/designing-coding-marketing-and-consuming-the-future-e288257f6696

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