用字遣詞的敏感度

快來看Presentality的最新英語寫作分析~

特別敏感的時刻，我們的用字遣詞也要特別小心。今天的「閱讀筆記」，我們來看前一陣子轟動矽谷的事件：知名軟體公司老闆在部落格的一篇 po 文，讓三分之一員工離職。他到底寫了什麼？

📌 總結幾個重點：

1. 在敏感時刻，用字跟語氣，甚至可能比內容還要重要。

2. 用簡短無修飾的句子，會顯得比較強硬，較長而且有修飾的句子，反而比較溫和。

3. 主詞非常，非常重要。你用的是 I, us vs them，還是 "we" and "our"?

如果以後你在情緒高漲的時刻寫文，也不妨寄給英文好而且中立的朋友，請他們評估文字所帶著的情緒，會很有幫助。

★★★★★★★★★★★★

📌 前一陣子，Basecamp 事件震驚美國科技/新創圈。

Basecamp 是一家團隊協作軟體公司，創辦人 Jason Fried 跟 David Heinemeier Hansson 一直都很願意為自己的理想及理念說話。他們寫的 Rework 一書影響了非常多的人，我在台灣認識的好幾位創業家都曾經跟我分享這本書。

但他們四月底在部落格上公告 Basecamp 一系列政策改變之後，引來非常大的反彈。

我第一時間就有去他們的部落格看他們寫的文章，覺得文筆非常好，而且是用說道理的語氣，很 reasonable。但發布不久，公司超過30%的員工，決定離職，其中包括好幾位高階主管！

What happened? 那篇文章，很顯然觸發了一個危機。我回去再把文章看了一次，發現天啊... 那篇文章的語氣，根本沒有我第一次看感覺的溫和。

Changes at Basecamp: https://bit.ly/2SNN6Kr

很多魔鬼都藏在細節裡。

★★★★★★★★★★★★

📌 主要的改變 = 工作時別討論政治或社會議題

讓大家最氣憤的政策改變，其實就只有一個：

No more societal and political discussions on our company Basecamp account.

在這個時空背景下，美國社會立場分歧這麼深，從左右派政治議題，到種族歧視問題，Basecamp 領導人大膽決定，禁止員工在公司內部的線上溝通頻道，討論社會及政治議題。

要去弄社會政治議題，可以，但請別在公司內。

★★★★★★★★★★★★

📌 開頭還算溫和：說服大家把公司當產品看待

一開頭，Fried 就寫：

At Basecamp, we treat our company as a product. It's not a rigid thing that exists, it's a flexible, malleable idea that evolves. We aren't stuck with what we have, we can create what we want. Just as we improve products through iteration, we iterate on our company too.

Hmmm，為什麼要這樣開頭？為什麼要把「公司」跟「產品」劃上等號？

我們可以想像，Fried 肯定為了這篇文煩惱了一陣子。很多想法不斷的在他腦中盤旋，不同的開場，不同的句子...

但這個開頭，是一個很不錯的 framing：因為 Basecamp 的員工肯定很多 product fanatics - 就是最在乎產品好不好的 "builders"。Product lovers 的一個共同點，就是了解產品是會不斷改變的東西。如果說公司也是，就可以理解，公司也會改變。
然後，他非常小心的挑選最正面的說法。每一字每一句都是 product lovers 會認同的：

•flexible
•malleable
•evolve
•we can create what we want
•improve products
•iterate

用了一連串正面的同義字，就是要塑造 change = positive 的氣氛。

★★★★★★★★★★★★

📌 連大改變，都用「改版」來形容

下一步，就是用一個大家理解的方式，來描述「非常大的改變」：

Recently, we've made some internal company changes, which, taken in total, collectively feel like a full version change. It deserves an announcement.

什麼是大的改變？就有點像「改版」的意思。而且注意到，他不是寫 "We're making a full version change" 喔，而是說："changes... taken in total, collectively feel like a full version change."
也就是說，在中間加了很多緩衝的字眼，淡化 "full version change"。

就像你如果要跟一個人說他是混蛋，哪一種說法比較直接：

The way you act sometimes, when people don't know you yet, can feel like you're a bit of an asshole. 或是 You're an asshole.

講完這個，他就要給大家打預防針了。

而且又是從「產品」開始：

In the product world, not all changes are enjoyed by all customers. Some changes are immediately appreciated. Some changes take time to steep, settle in, and get acquainted with. And to some, some changes never feel quite right — they may even be deal breakers.

哇噻，好幾劑預防針啊！

而且他用了三個意思差不多的字，鼓勵大家「耐心的習慣新的改變」：Some changes take time to steep, settle in, and get acquainted with。

Again 他的用字很細心。"Get acquainted with" 就好像跟我們說，

改變其實是我們的朋友，只要我們願意好好認識它。

但他們其實知道，有些改變是一些人完全，完全無法接受的。
所以才有最後一句："They may even be deal breakers"。
They totally knew what was coming...

★★★★★★★★★★★★

📌 溫和就到這裡... 語氣開始轉變

接下來，他選擇美國人非常愛用的寫法，就是引用一位大家尊敬的人的話，來幫自己助陣：

As Huxley offers in The Doors of Perception, "We live together, we act on, and react to, one another; but always and in all circumstances we are by ourselves. The martyrs go hand in hand into the arena; they are crucified alone. Embraced, the lovers desperately try to fuse their insulated ecstasies into a single self-transcendence; in vain. By its very nature every embodied spirit is doomed to suffer and enjoy in solitude."

這裡藏了點玄機。

如果他的目的是說服大家接受這些改變，那為什麼要引用這一段！？

讀起來，這段話反應了他的心情：在做困難決定時的「孤獨」。如果是這樣，那這段話的用途就是「療癒」而不是「說服」。

因為如果目的是說服，為何不引用某個你的員工/讀者都非常敬佩的人的故事，這個人做了一個不受歡迎，但大部分讀者都會認同是正確的決定？

個人猜測：他上面好話已經寫完了。真正的意涵是：We're going forward, alone if necessary。

而且，他們還把自己的決定，frame 成 navigating somewhere，同時把另一邊寫成 circling nowhere

We all want different somethings. Some slightly different, some substantially. Companies, however, must settle the collective difference, pick a point, and navigate towards somewhere, lest they get stuck circling nowhere.

★★★★★★★★★★★★

📌 語氣變的很硬：No More

然後他就開始寫改革本身。

如果把所有改變的第一句話看過去，會發現全部都是 "No more..." 開頭。這個硬到不行了。

完整文章: https://bit.ly/3wT6x3z

圖片出處: https://bit.ly/34wWkO5

★★★★★★★★★★★★

Presentality每天都在追蹤與分析跟英文溝通/寫作有關的文章，如果想要透過我們這些「閱讀筆記」一起學習，可在 FB 追蹤我們：https://www.facebook.com/presentality/

📌 Presentality系列文章:

1. 看貝佐斯致亞馬遜股東的最後一封信，學一些英文寫作小撇步
https://bit.ly/3xCN1cC

2. 英文演講實用的結構與技巧
https://bit.ly/2PHu3Ax

3. 在演講中的四種敘述角度
https://bit.ly/39tNUtv

4. 詩人Amanda Gorman的英文演講技巧
https://bit.ly/39sI3on

5. 從 Most Dangerous Place 文章，看經濟學人寫作邏輯
https://bit.ly/3htqJEs

6. 寫作的終極目標是「提供價值」
https://bit.ly/3yA3gYe

7. 看 Bloomberg學資深記者如何寫文章
https://bit.ly/3i3am1P

#漢文在下

Greetings,

Jun and Norman here from AppWorks. We will be serving as your monthly facebook editors for all of May.

In the past two months, our colleagues David and Sophie have brought you a series of articles full of fundamental concepts and practical advice to help founders level-up, and we hope you find some time to read them. This month, we’ll be shaking things up on AppWorks Fanpage by featuring dual editors-in-chiefs with separate posts written in English (Jun) and Chinese (Norman).

We’ll both be handpicking stories from various AppWorks Accelerator alumni from across Greater Southeast Asia, highlighting origin stories, turning points, and tactics to help you founders sharpen your decision-making process, navigate those forks in the roads, or perhaps even revisit/refine your motivation for doing a startup in the first place.

First post will go out later this week. Hope you enjoy the content.

Best,
Jun & Norman

[五月值班小編預告]

Hi 大家好，我是 Norman。在這個月，AppWorks Facebook 粉專將開啟雙聲道模式，將由我與敝司顏值擔當 Jun 擔任這個月的主編，我將負責漢文的部分，而英文的內容則由 Jun 掌舵。

在過去兩個月，我的同事 David 和 Sophie 為大家帶來一系列乾貨滿滿的文章，誠心推薦各位創業者拜讀！而這個月，Jun 與我將為大家帶來一系列 AppWorks 加速器創業者校友的獨家分享。

在這一系列的分享中，我們會與校友們聊聊當初創業的故事，理解究竟是什麽樣的動機或是追求，使他們踏上創業這條艱難的道路。而在創業的過程中，免不了有許多面臨重大抉擇的時刻，而我們也將與他們聊聊是在哪個瞬間，讓創業者意識到是時候做出改變，以及站在抉擇的分叉路口時，他們是如何作出決定的。

看完是不是覺得很期待呢？敬請大家未來一個月密切追蹤 AppWorks 粉絲專頁，才不會錯過這一系列 AppWorks 校友的獨家分享喔！

By Jun & Norman

回想起 4 年前的今天，那篇獨具一格的新聞稿；還好大家沒跟著這樣做，我會崩潰！🤣

中文版：

你笑 ; 你哭，
你愛 ; 你輸，
你玩樂 ; 你奮鬥，
你工作，工作，工作..
你問Why ?

你想改變，
你有夢想，
你是大膽，
你不可擋。
你就是你。

我們聽見你，
我們看到你，
向你學習，
一切為你。
精彩的你。

HTC U Ultra：全是為你
HTC U Ultra 　為你的精彩而生
他照映你
以傾城絕美的全新液態表面設計與你匹配
銘記著你
惦記你生活的點滴細節，成為更貼心的夥伴
把你放上心中頂點
嶄新雙重顯示設計，型塑更加便利的生活
傾聽著你
為你的天生雙耳調出獨一無二的音頻
為你最動人的一刻而生
正反兩個UltraPixel相機，捕捉動人生命的一切光燦細節

照映著你
映射你的一切野心
全新3D曲面水漾玻璃，反射著你懾服眾人的一面
不只光澤豐潤，何止脫俗地對稱，流線鏡面如琉璃般，照映出最美的光線
揮散的晶礦色彩，層層鎖進精光外表的每一個角度
柔順地融進外型兩側，不著痕跡的躺在手掌之中

永遠向你學習
HTC Sense Companion2會學習您的生活習慣
在下雪的天氣裡，會建議你穿著更暖和，以及提早下班回家
或者是提醒您要將手機充電，以避免手機電量不夠持續到回到家
除此之外，還能在愉快的周末，推薦你最好的餐廳
它了解你-並且會隨著使用的時間，更透徹的了解你3

給你最真摯的回應
聲控辨識功能-最真實且自然的方式與你互動
HTC U Ultra 會辨認且回應你的聲音，甚至當手機處於睡眠狀態時
也能保持手機定位功能、接聽或是拒絕來電、暫停或是關閉鬧鐘等功能
只要你說出來，HTC U Ultra都能聽得到

永遠把你最重要的擺在第一
持續獲取更新資訊且不受干擾
全新雙螢幕設計，只要運用你的指尖滑動，即可提供給你所需的訊息
提供快速且方便的方式，讓你能夠快速地使用你常使用的功能
例如：你最喜愛的聯絡人、應用程式、提醒功能、事件通知等
因為，對於你最重要的，我們將永遠將它擺在第一

傾聽著你
每個人的內耳構造就跟指紋一樣獨特
HTC USonic4能以類聲納波分析你的內耳，並調配你專屬的音頻
就像手機裡有一個音效師
微麥克風傾聽你耳內反射的音波
左耳、右耳各一個
分析反射出的音頻將耳機調配出最適合你音響
保留所有聲音的細節
無論是在圖書館或是在派對中，都能將耳機調整到不受當下環境噪音影響的最佳程度

HTC BoomSoundTM立體聲喇叭帶來如脈動般的音響
採用如頂級音響的分離式聲音設計
高音喇叭在上，低音喇叭在下
4個全指向麥克風捕捉定位來源聲
能錄製360度全方位不失真的聲音
無論是在搖滾樂現場或是在音樂廳，隨時隨地隨心所欲

挑選最佳的U
隨心所欲拍攝最精彩的自拍
前置相機可任意在1,600萬畫素與UltraPixelTM之間切換
可視需求選擇UltraPixel的超感光–
特別適合在燭光晚餐時
或是1,600萬畫素的高解析度–
特別適合在拍大全景時保留所有的細節

拍攝你
所有的手機相機都標榜能拍出最棒的照片
而我們是業界評價最高的
12萬畫素的UltraPixel主相機
可在夜晚時拍出清晰、快速對焦的較佳影像
讓你絕不錯過捕捉任何一個好畫面

HTC U Ultra
完美對稱
絕美彩色3D立體雕琢鏡面
精巧細薄
搭載HTC Sense Companion、HTC USonic 3D立體音響及豪華雙鏡頭
打造呈現最極致的U– the #BrilliantU
詳情請參閱：htc.com。

HTC U Play：適合享樂的你
HTC U Play。展現喜愛享樂風格的你
他照映你
以傾城絕美的全新液態表面設計與你匹配
銘記著你
惦記你生活的點滴細節，成為更貼心的夥伴
傾聽著你
為你的天生雙耳調出獨一無二的音頻
為你最動人的一刻而生
正反兩只UltraPixel相機，捕捉動人生命的一切光燦細節

照映著你
映射你的一切野心
全新3D曲面水漾玻璃，反射著你懾服眾人的一面
不只光澤豐潤，何止脫俗地對稱，流線鏡面如琉璃般，照映出最美的光線
揮散的晶礦色彩，層層鎖進精光外表的每一個角度
柔順地融進外型兩側，不著痕跡的躺在手掌之中

銘記著你
HTC U Play 搭載HTC Sense Companion2
你的生活小助手，永遠知道你要什麼
內建聲控辨識，僅照你所說，依你所做
接聽或掛掉電話、延遲或取消鬧鐘、發送簡訊
只要透過簡單指令，不用雙手也能輕鬆操控你的手機
他不僅懂你，還能隨著時間學習，更了解你。3
It knows you – and it’s made to evolve and get to know you better over time.3

傾聽著你
每個人的內耳構造就跟指紋一樣獨特
HTC USonic4能以類聲納波分析你的內耳，並調配你專屬的音頻
就像手機裡有一個音效師
微麥克風傾聽你耳內反射的音波
左耳、右耳各一個
分析反射出的音頻將耳機調配出最適合你音響
保留所有聲音的細節
無論是在圖書館或是在派對中，都能將耳機調整到不受當下環境噪音影響的最佳程度

拍攝你
隨心所欲拍攝最精彩的自拍
前置相機可任意在1,600萬畫素與UltraPixelTM之間切換
可視需求選擇UltraPixel的超感光
或是1,600萬畫素的高解析度
1,600萬畫素的主相機可在夜晚時拍出清晰、快速對焦的較佳影像
讓你絕不錯過捕捉任何一個好畫面

HTC U Play
完美對稱
精巧細薄
搭載HTC Sense Companion、HTC USonic音響及3D立體雕琢的鏡面
打造呈現最極致的U– the #BrilliantU
詳情請參閱：htc.com。

英文版：

U laugh, U cry
U love, U lose
U play, U fight
U work, work, work…
U question why

U want change
U dream big
U are bold
U are unstoppable
U are U

We hear U
We see U
We learn from U
It’s all about U
To the brilliant U

HTC U Ultra: It’s all about U

Introducing HTC U Ultra. Made for the brilliant you
It reflects U
Beautiful with its sophisticated new liquid surface
It learns from U
Evolving as your companion, getting to know you better over time
It puts U on top
Convenient with a new Dual Display
It listens to U
Unique in adapting sound to your personal hearing
It captures the best U
Vivid light, color and detail with UltraPixel cameras front and back

Reflects U
Your ambitions – reflected
A new, beautifully 3D contoured, liquid surface that’s designed to reflect the best you
Lustrous, symmetrical, curved glass construction1 reflects light beautifully
Color from vapored minerals layered to add depth and brilliance from every angle
As the polished surface bends and blends seamlessly into the side of the phone
Allowing it to nestle perfectly in your hand.

Learns from U
Introducing HTC Sense Companion2
The personal companion who is always learning from you
Suggesting you dress warm and leave for work earlier on a snowy day
Or reminding you to charge if it figures you need more power to last until you get home
And even recommending the perfect restaurant when you’re away for the weekend
It knows you – and it’s made to evolve and get to know you better over time.3

Responds to U
Voice recognition – the most natural way to interact
HTC U Ultra can recognize your voice and respond, even if it’s asleep
Navigate your phone, take or reject calls, snooze or dismiss alarms, and more
Just say the word.

Puts U on top
Get updated, not interrupted
The new Dual Display gives you the information you need, at your fingertips
Perfect for fast, convenient access to the things you use the most
Like your favorite contacts, apps, reminders, event notifications and more
Because what’s important to you should always be right on top.

Listens to U
Every person’s inner ear is as unique as their fingerprint
HTC USonic4 analyzes your inner ears with a sonar-like pulse, and then adapts to you
Like having a sound engineer in your phone
Tiny microphones listen for the sonic reflection in your ears
One in the left ear, one in the right
Analyzing the reflected tone to optimize the headset just for you
Now you can hear the details you were missing.
Whether you’re in a library or at a party, you can adapt your headset to suit noise levels around you.

HTC BoomSoundTM Hi-Fi edition speakers deliver pulse-pounding audio
Featuring separated sound design like leading acoustic systems
Tweeter above, woofer below
While four omnidirectional mics capture positional sound
Recording 360-degree immersive audio that’s just like being there
At the rock show. In the concert hall. Anywhere you want.

Pick the best U
Take brilliant selfies anyway you like
Easily switch between 16MP and UltraPixelTM in the front camera5
So you can choose between unparalleled light sensitivity* of UltraPixel –
Perfect for candlelit dinners –
Or the high resolution of 16MP –
When you want the biggest shot with the most detail.

Captures U
Every phone camera claims to take great photos
Ours is rated the industry’s best
The 12MP UltraPixel main camera delivers less blur, faster focus, better photos at night
Because every photo is important to you, anytime, anywhere.

HTC U Ultra
Perfectly symmetric
Beautifully colored 3D curved glass
Exquisitely thin
Featuring HTC Sense Companion, HTC USonic with 3D Audio, and magnificent cameras
Built to reflect the best U – the #BrilliantU
For more information please check: htc.com.

HTC U Play: For the playful you

This is HTC U Play. The playful phone that fits perfectly in your hand
It reflects U
Beautiful with its sophisticated new liquid surface
It learns from U
Evolving as your companion, getting to know you better over time
It listens to U
Unique in adapting sound to your personal hearing
It captures the best U
Vivid light, color and detail with UltraPixel cameras front and back

Reflects U
Shine on with the 5.2” smartphone designed to reflect the best you
A new, beautifully 3D contoured, liquid surface
Lustrous, symmetrical, curved glass construction1 reflects light beautifully
Color from vapored minerals layered to add depth and brilliance from every angle
As the polished surface bends and blends seamlessly into the side of the phone
We’ve paid special attention to each detail.

Learns from U
HTC U Play comes with HTC Sense Companion2
The personal companion who is always learning from you
It even comes with voice recognition built-in
So it’s able to respond to your voice –
Just say the word to navigate your phone, take or reject incoming calls,
Snooze or dismiss an alarm, send messages and even begin hands-free navigation.
It knows you – and it’s made to evolve and get to know you better over time.3

Listens to U
Every person’s inner ear is as unique as their fingerprint
HTC USonic4 analyzes your inner ears with a sonar-like pulse, and then adapts to you
Like having a sound engineer in your phone
Tiny microphones listen for the sonic reflection in your ears
One in the left ear, one in the right
Analyzing the reflected tone to optimize the headset just for you
Now you can hear the details you were missing.
Whether you’re in a library or at a party, you can adapt your headset to suit noise levels around you.

Captures U
Take brilliant selfies anyway you like
Easily switch between 16MP and UltraPixelTM in the front camera5
So you can choose between unparalleled light sensitivity* of UltraPixel
Or the high resolution of 16MP for whatever meets your need
The 16MP main camera delivers less blur, faster focus, better photos at night
Because you never want to miss that perfect moment.

HTC U Play
Perfectly symmetric
Exquisitely thin
Featuring HTC Sense Companion, HTC USonic adaptive audio, and 3D curved glass
Built to reflect the best U – the #BrilliantU
For more information please check: htc.com.

[Joyce Is Moist: for HKG] 生酮飲食之好友揀我今日食咩 BFF’s Decide What I Eat (Keto) (粵/En Subs)

好朋友幫我揀今日我嘅生酮餐單，睇下佢哋揀左咩？（片內講廣東話+英文）

My best friends chose what i ate today. KETO edition! Let’s see what they chose. (Cantonese and English)

Edited by Katrina Lee

Previous Video:

[Joyce Is Moist: for HKG] 南丫島行山探索之旅 Lamma Island Adventure! (粵/En Subs)
https://youtu.be/Jjo-bGxUoH8

New Music Video for latest single: @princejoyce
https://youtu.be/708tg7kvE30

Hi! I’m a 30-something singer, actor and jokester originally from Canada based in Hong Kong, trying to navigate life. Come join my adventures with me!

Follow me on Instagram: @princejoyce
https://www.instagram.com/princejoyce/?r=nametag

And Facebook: https://www.facebook.com/joycecheng.page/

[Joyce Is Moist: for HKG] 南丫島行山探索之旅 Lamma Island Adventure! (粵/En Subs)

今日我哋去南丫島行山！你估下今次係我第幾次去南丫島？（片內講廣東話+英文）

Today we are going hiking on Lamma Island! Guess how many times I’ve been to Lamma Island? (Cantonese and English)

Edited by Katrina Lee

Previous Video:

[Joyce Is Moist: for HKG] 自家製上海糭 Shanghainese Rice Dumpling (粵/En Subs)
https://youtu.be/2T_QPcOd75w

New Music Video for latest single: @princejoyce
https://youtu.be/708tg7kvE30

Hi! I’m a 30-something singer, actor and jokester originally from Canada based in Hong Kong, trying to navigate life. Come join my adventures with me!

Follow me on Instagram: @princejoyce
https://www.instagram.com/princejoyce/?r=nametag

And Facebook: https://www.facebook.com/joycecheng.page/

[Joyce Is Moist: for HKG] 自家製上海糭 Shanghainese Rice Dumpling (粵/En Subs)

端午節就到啦，今次我要做一件我從未做過嘅事，就係包上海糭！（片內講廣東話+英文）

Since Dragon Boat Festival is coming, I'm gonna do a thing I’ve never done before: call home and ask for ur family recipe for Shanghainese Rice Dumplings!! (Cantonese and English)

包糉子教學片：https://youtu.be/HeISkVdyXkU

Edited by Katrina Lee

Previous Video:

[Joyce Is Moist: for HKG] 素顏廚房之聽歌仔煮嘢食 Keto Chicken Salad & Theme Song Reveal (粵/En Subs)
https://youtu.be/o-M6pxkjdLc

New Music Video for latest single: 先哭為敬
https://youtu.be/NwRPoas89Oo

Hi! I’m a 30-something singer, actor and jokester originally from Canada based in Hong Kong, trying to navigate life. Come join my adventures with me!

Follow me on Instagram: @princejoyce
https://www.instagram.com/princejoyce/?r=nametag

And Facebook: https://www.facebook.com/joycecheng.page/