Critics called it 'Bogle's folly.' In 1976, John Bogle introduced the first index fund through his new company, the Vanguard Group. The idea was based on
research for his
senior thesis in
economics at Princeton, in which he showed that, on average,
professional money managers failed to beat the rate of return of the overall market. (The thesis, written in 1950, earned him an A+.)
1Kal Raustiala & Chris Sprigman
976年,约翰•博格尔(John Bogle)通过自己新成立的公司先锋集团(Vanguard Group)推出了第一只指数基金,这个想法源于他在普林斯顿大学(Princeton)读大四时的毕业论文。他在这篇论文中指出,平均算来,职业基金经理的业绩未能跑赢大盘的收益率。(这篇写于1950年的论文为他赢得了A+的成绩。)持批评态度的人讽之为"博格尔的愚蠢念头"(Bogle's folly)。
Wall Street veterans initially scoffed at the fund, which tracked the Standard & Poor's 500 Index. Who would be content with hitting the market average? But the critics were quickly proven wrong. Vanguard grew explosively, and it is now the largest
mutual fund company in the nation. Mr. Bogle's ideas have been widely copied by rival firms. Until recently, competitors were free to copy
financial innovations -- and as a result, index funds are now a huge business for Wall Street.
一开始,华尔街的资深人士都对这只跟踪标准普尔500指数的基金持嘲讽态度。谁会满足于只达到市场平均水平呢?但是,事实很快证明这些批评者都错了。先锋集团呈现出了爆炸性增长,如今它已成为美国最大的共同基金公司,博格尔的理念也被竞争对手广为模仿。直至最近,各企业仍可随意模仿竞争对手的金融创新,其结果是,如今指数基金成为了华尔街一项规模庞大的业务。
当今的普遍观点是,抄袭不利于创新。其思路为,如果任由大家去抄袭新发明,就没有人愿意先去搞发明了。抄袭者对新创意的构思没有任何贡献,却从中攫取了大部分利益。这就是设置专利和版权背后的原因:抄袭会扼杀创新的动力。
The
conventionalwisdom today is that copying is bad for creativity. If we allow people to copy new inventions, the thinking goes, no one will create them in the first place. Copycats do none of the work of developing new ideas but
capture much of the benefit. That is the reason behind patents and copyrights: Copying destroys the
incentive to innovate.
除非......它不会造成这种后果。有许多创意产业,比如说金融业,缺乏杜绝抄袭的保护措施(或者说过去很长一段时间是这样)。仔细观察这些行业,你会发现即使他人能够随意抄袭,它们还是出现了很多创新。有不少成功的行业,尽管抄袭现象很普遍,它们还是继续存活了下来。实际上,有些行业甚至因为对抄袭持开放态度而得到了繁荣发展。
让我们看看"仿制"堪称其代名词的时装业。Faviana是纽约的一家时装公司,它在其网站上明确阐述了自己的商业模式。该公司常常满怀兴致地仿造大牌设计师的作品,出产其称为"价格实惠的炫目装束"。正如该公司首席执行长奥米德•莫拉迪(Omid Moradi)在网站上所言:"无论是哪个大型颁奖礼,电视直播结束十分钟后,Faviana的设计团队就已经在着手设计我们最新款的'仿名人款礼服'。"
Except when it doesn't. There are many
creative industries, like finance, that lack
protection against copying (or did for a long time). A closer look at these fields shows that plenty of
innovation takes place even when others are free to copy. There are many examples of successful industries that
survivedespiteextensive copying. In fact, some even
thrive because they are so open to copying.
Faviana并不是唯一一家这么做的企业。逛逛时装品牌Forever 21专卖店、或者看看时尚杂志,你就会知道这个行业满是仿制品。这些抄袭行为也完全是合法的,因为版权法并不涵盖服装设计这方面。然而,抄袭完全没有扼杀创新和摧毁市场,时装业反而是一直在蓬勃发展。
我们不禁会想,那怎么可能呢?这是因为抄袭加快了流行周期,使过时的设计被扔进历史的垃圾箱中(也可能只是被掸掸灰过了一段时间又重新推出),从而使那些注重时尚的人去搜寻更新的潮流。潮流是当代时尚的基础,抄袭的合法性使时尚得以形成和传播。时装业──以及金融业──的情况表明,有时候共享一个创意比独自占有更具价值。
Consider the fashion industry, which is
virtually synonymous with the word 'knockoff.' Faviana, a New York fashion firm, makes its business model clear on its website. Faviana
cheerfully replicates the work of major designers, providing what it calls 'bling on a budget.' As CEO Omid Moradi says on the site, 'Ten minutes after any big awards telecast, the Faviana design team is already
working on our newest 'celebrity look-alike gowns.' '
抄袭甚至还可以起到宣传作用。当某项创新被抄袭时,会有更多人看到并体验到它,这有助于制造"流行"──即某个事物有品位,特别值得大家拥有。此外,仿制品也可能成为原版的试验品。哈佛商学院(Harvard Business School)在2009年展开的一项研究发现,许多购买仿制手袋的女士很快就会升级为购买真品。仿制品成为了一种以后入手更货真价实的(或者说至少更昂贵的)真品的"诱导性毒品"。
餐饮业的情况也差不多。常去餐厅吃饭的人都知道,某家餐厅推出一道好菜后,另一家餐厅随后也会推出。(你在很多家餐厅都吃过熔岩巧克力蛋糕吧?)这是因为没有人能够独占菜谱或是垄断一道非常美味的菜品。与时装设计类似,菜谱和食品也不在版权法的保护范围内,但是这并未阻止最有抱负的厨师开发新菜品。如今的餐饮业比以往任何时候都更具创新力。
Faviana isn't alone. Anyone who has spent time in a Forever 21 store, or who reads fashion magazines, knows that the industry is full of knockoffs. And all this copying is completely legal, because
copyright law doesn't cover
apparel design. Yet far from killing creativity and destroying the market, the industry is prospering.
与时装界的情况相同,在餐饮业,抄袭是创造过程的一个关键因素。有时候,有些厨师会因为他人抄袭他们的菜品又没有注明出处而感到生气,但是,全球技艺最高的厨师中有许多人,例如"法国洗衣店餐厅"(French Laundry)的托马斯•凯勒(Thomas Keller),就坚定地信奉开放的创新方法。凯勒开发的三文鱼塔塔沙司蛋筒被其他厨师广泛模仿,但是这并未改变他对共享创意所具备的价值的看法。自由地模仿一个好创意、对其稍加修改或是进行改进是促使其从"好"升华为"卓越"的推动因素。在这个过程中它可以为他人提供灵感并发挥宣传作用,并且让熟悉内情的人可以借鉴原创者的才能。
橄榄球界甚至也表现出了抄袭的力量。由于阵型和打法有无数的可能,橄榄球战术总是在变化之中,但是它们无一受到杜绝抄袭的保护,这也没有阻止杰出的教练进行创新。被模仿最多的战术是西海岸进攻体系(West Coast Offense),该体系依靠快速短距离传球来控制住球并逐渐向前推进。这一战术是比尔•沃尔什(Bill Walsh)的创意,他曾在上世纪60年代执教辛辛那提猛虎队(Cincinnati Bengals),那时它只是一支成立不久、运气不佳的全美橄榄球联盟(NFL)扩编球队。沃尔什说,辛辛那提猛虎队"或许是NFL历史上资质最差的球队,因此在把他们组合在一起的过程中,我个人在努力地寻找一种可以与其他队伍竞争的方法。"
How is that possible? Because copying accelerates the fashion cycle, banishing old designs to the dustbin of history (perhaps to be dusted off and reintroduced later) and sending the fashion-conscious off in search of the new, new thing. Trends are the cornerstone of
contemporary fashion, and legal copying allows them to develop and spread. Fashion -- and
finance -- show that sometimes sharing an idea is more
valuable than monopolizing it.
他的方法就是设计一种新型的进攻风格。后来,当他执教旧金山49人队(49ers)时,他的点子帮助这只队伍赢得了三次超级碗(Super Bowl)总决赛冠军。传统派一开始把他的进攻方法贬低为小花招,但是如今没有人能够否认它的成功。最终,绿湾包装工队(Green Bay Packers)、费城老鹰队(Philadelphia Eagles)以及其他许多球队都模仿了这种进攻方法。
橄榄球教练明知他们的创新战术一旦获得成功很快就会被竞争对手抄袭,那么他们为什么还要花费大量时间来研究这些策略呢?
Copying can even serve as advertising. When an
innovation is imitated, more people see it and experience it, which helps to create 'buzz' -- the notion that a particular thing has
status and is especially worth having. Copies can also become trial versions of the original. A 2009 Harvard Business School study found that many women who buy knockoff handbags soon move up to the real thing. Copies act as a kind of
gateway drug to the harder (or, at least, more expensive) stuff.
首先,获胜的回报非常丰厚,在橄榄球最高级别的比赛中尤为如此。即使是一个短暂的优势,比如只持续一个星期或者可能是整个赛季,也都值得去追求。
其次,更重要的是,在体育项目中,要想立即照搬一个成功的新战术在实际操作上也存在障碍。一个新打法、阵型或是新战术首次运用时,它能够产生让人非常惊讶的效果。在这之后,竞争对手可以比较快的速度对这一战术实施逆向工程,比较困难的部分在于重新调整队伍来充分利用这一创新,这需要一段时间来磨合。经济学家把这个时机称为先行者优势(first-mover advantage)。
The world of cuisine is similar. As any
frequent restaurant-goer knows, great dishes
migrate from place to place. (Ever had a
molten chocolate cake?) And that is because no one can own a
recipe or monopolize a
terrific dish. Recipes and food are, like fashion designs, simply outside the scope of copyright. But that doesn't stop the most
ambitious chefs from developing new dishes. The food world is more
creative today than ever before.
就美国职业棒球大联盟(Major League Baseball)的情况来看,迈克尔•刘易斯(Michael Lewis)在《点球成金》(Moneyball)一书中指出,奥克兰运动家队(Oakland A)利用数据统计战略一度取得领先地位,但是该队在几个赛季之后便遭遇了一群模仿者。这种由处于劣势的竞争者促成的创新动因绝非只见于体育界,从软件业到战场的各行各业均是如此。竞争会激发创新,即便是在抄袭肯定会马上跟进的情况下也是如此。
在我们生活的这个世界中,抄袭变得越来越容易。它势必会造成伤害,制订一些规则来保护创新确有必要。但是,抄袭也有其积极作用。卓越的创新常常建立在现有创新的基础之上,这就需要要有模仿的自由。
In cuisine, as in fashion, copying is a
critical part of the
creative process. Chefs sometimes get annoyed when others copy their dishes without attribution. But many of the world's most
talented chefs, such as the French Laundry's Thomas Keller, are firm believers in an open approach to innovation. Mr. Keller's
salmon tartare cornets have been widely imitated. But that hasn't changed his views on the merits of shared ideas. The freedom to copy, to tweak, and to improve on a good idea is what makes it go from good to great. Along the way it provides
inspiration to others and serves to advertise, for those in the know, the
prowess of the originator.
(本文节选自《仿效经济:模仿是如何激发创新的》(The Knockoff Economy: How Imitation Sparks Innovation)一书。该书现有电子版出售,纸质版将由牛津大学出版社(Oxford University Press)在9月12日出版。)
Even football illustrates the power of copying. With
myriad possibilities for formations and plays, football
strategy is always changing -- but none of it is protected against copycats. This hardly discourages great coaches from innovating. Exhibit No. 1 is the West Coast Offense, which relies on quick, short passes to control the ball and gain incremental yardage. The idea was the brainchild of Bill Walsh, who in the 1960s coached the Cincinnati Bengals, then a recently formed and
hapless NFL
expansion team. Cincinnati, he said, 'was probably the worst-stocked
franchise in the history of the NFL. So in putting the team together, I
personally was
trying to find a way we could compete.'
His way was to develop a new style of offense. Later, when he was coach of the 49ers, Mr. Walsh's ideas helped to lead the team to three Super Bowl wins. Traditionalists at first dismissed his
offense as a gimmick. But no one could
dispute its success. Eventually, it was imitated by the Green Bay Packers, the Philadelphia Eagles and many other teams.
Why do football coaches
invest long hours in developing innovative strategies, even when they know that their rivals will
imitate them as soon as they prove successful?
The rewards of
winning can be immense, especially at the highest levels of the game. Even a
temporary advantage,
lasting a week or perhaps a whole season, is worth pursuing.
More important, in sports there are practical barriers to immediately copying a successful new tactic. The first time a play,
formation or
strategy is used, it can create a big element of surprise. After that, opponents can
reverse engineer the idea
relatively quickly. More difficult is the process of rebuilding a team to take full
advantage of the innovation. This takes time. Economists refer to this window as the first-mover advantage.
In the case of Major League Baseball, as Michael Lewis showed in 'Moneyball,' the Oakland A's won for a time with their number-crunching strategy, but the team faced a host of imitators after a few seasons. This dynamic of
innovation by
competitive underdogs is by no means
limited to sports -- from software to warfare,
competition sparks creativity, even when copying is sure to follow.
We live in a world in which copying is getting easier. It certainly can cause harm, and some rules to protect creations are necessary. But copying has an
upside too. Great innovations often build on existing ones -- and that requires the freedom to copy.
Kal Raustiala & Chris Sprigman
(Adapted from 'The Knockoff Economy: How Imitation Sparks Innovation,'
available now as an ebook and in hardcover on Sept. 12 by Oxford University Press.)