ABOUT THE SPEAKER
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.

Why you should listen

Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.

In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."

More profile about the speaker
Derek Sivers | Speaker | TED.com
TED2010

Derek Sivers: How to start a movement

Derek Sivers: Com començar un moviment

Filmed:
8,596,071 views

Amb l'ajuda d'un enregistrament sorprenent Derek Sivers explica com comencen realment els moviments. (Pista: en requereix dos).
- Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio

Double-click the English transcript below to play the video.

00:15
So, ladiessenyores and gentlemensenyors, at TEDTED
0
0
2000
Senyores i senyors al TED
00:17
we talk a lot about leadershiplideratge and how to make a movementmoviment.
1
2000
3000
parlem molt sobre lideratge i com crear un moviment.
00:20
So let's watch a movementmoviment happenpassar, startcomençar to finishacabar, in undersota threetres minutesminuts
2
5000
3000
Vegem com es produeix un moviment, de l'inici a la fi, en menys de tres minuts
00:23
and dissectdisseccionar some lessonslliçons from it.
3
8000
3000
i extraguem-ne les lliçons.
00:26
First, of coursecurs you know, a leaderlíder needsnecessitats the gutsbudells
4
11000
2000
Primer, per suposat ja ho sabeu, el líder ha de tenir el valor
00:28
to standestand out and be ridiculedridiculitzats.
5
13000
3000
de destacar i ser ridiculitzat.
00:32
But what he's doing is so easyfàcil to followseguir.
6
17000
2000
Però el què està fent és tan fàcil de seguir!
00:34
So here'sheus aquí his first followerseguidor with a crucialcrucial rolepaper;
7
19000
3000
I aquí apareix el seu primer seguidor amb un paper crucial.
00:37
he's going to showespectacle everyonetothom elsealtra cosa how to followseguir.
8
22000
2000
Ell ensenyarà a tots com seguir-lo.
00:39
Now, noticeavís that the leaderlíder embracesabraça him as an equaligual.
9
24000
2000
Ara, adoneu-vos que el líder l'accepta com a un igual.
00:41
So, now it's not about the leaderlíder anymoremés;
10
26000
2000
I ara ja no es tracta del líder,
00:43
it's about them, pluralplural.
11
28000
2000
es tracta d'ells, en plural.
00:45
Now, there he is callingtrucant to his friendsamics.
12
30000
2000
Ara, aquí el teniu cridant als seus amics.
00:47
Now, if you noticeavís that the first followerseguidor
13
32000
2000
Ara, si us n'adoneu, aquest primer seguidor
00:49
is actuallyen realitat an underestimatedsubestimat formforma of leadershiplideratge in itselfella mateixa.
14
34000
4000
és, de fet, una forma menystinguda de lideratge en sí mateixa.
00:53
It takes gutsbudells to standestand out like that.
15
38000
2000
Cal tenir valor per aixecar-se i destacar així.
00:55
The first followerseguidor is what transformses transforma
16
40000
3000
Aquest primer seguidor és el que transforma
00:58
a lonesolitari nutfemella into a leaderlíder.
17
43000
2000
un boig solitari en un líder.
01:00
(LaughterRiure)
18
45000
2000
(Rialles)
01:02
(ApplauseAplaudiments)
19
47000
3000
(Aplaudiments)
01:05
And here comesve a secondsegon followerseguidor.
20
50000
2000
I aquí tenim el segon seguidor.
01:07
Now it's not a lonesolitari nutfemella, it's not two nutsnous --
21
52000
2000
Ara ja no és un boig solitari, ni són dos bojos,
01:09
threetres is a crowdmultitud, and a crowdmultitud is newsnotícies.
22
54000
3000
tres són una colla, i una colla es nota.
01:12
So a movementmoviment musthaver de be publicpúblic.
23
57000
2000
Per tant un moviment ha de ser públic.
01:14
It's importantimportant to showespectacle not just to showespectacle the leaderlíder, but the followersseguidors,
24
59000
3000
És important, no només mostrar el líder, sinó els seguidors
01:17
because you find that newnou followersseguidors
25
62000
2000
perquè llavors trobem que els nous seguidors
01:19
emulateemular the followersseguidors, not the leaderlíder.
26
64000
3000
emulen als seguidors, no al líder.
01:22
Now, here come two more people, and immediatelyimmediatament after,
27
67000
2000
Ara, aquí tenim dues persones més, i immediatament després,
01:24
threetres more people.
28
69000
2000
tres persones més.
01:26
Now we'vetenim got momentummomentum. This is the tippingbolcat pointpunt.
29
71000
2000
Ara tenim força. Aquest és el moment culminant.
01:28
Now we'vetenim got a movementmoviment.
30
73000
3000
Ara ja tenim un moviment.
01:32
So, noticeavís that, as more people joinunir-se in,
31
77000
2000
Fixeu-vos que, com més gent s'hi apunta,
01:34
it's lessmenys riskyarriscat.
32
79000
2000
és menys arriscat.
01:36
So those that were sittingassegut on the fencetanca before, now have no reasonraó not to.
33
81000
3000
Per tant aquells que abans estaven asseguts a la barrera, ja no en tenen cap raó.
01:39
They won'tno ho farà standestand out,
34
84000
2000
No destacaran.
01:41
they won'tno ho farà be ridiculedridiculitzats,
35
86000
2000
No seran ridiculitzats.
01:43
but they will be partpart of the in-crowda la multitud if they hurrypressa.
36
88000
2000
Sinó que seran part de la colla "in" si s'apressen.
01:45
(LaughterRiure)
37
90000
3000
(Rialles)
01:48
So, over the nextPròxim minuteminut,
38
93000
2000
Així, al llarg del proper minut,
01:50
you'llho faràs see all of those that preferpreferir to stickenganxat with the crowdmultitud
39
95000
2000
veureu que tots aquells qui prefereixen pertànyer a la colla
01:52
because eventuallyeventualment they would be ridiculedridiculitzats
40
97000
2000
perquè finalment serien ridiculitzats
01:54
for not joiningunir-se in.
41
99000
2000
per no afegir-s'hi,
01:56
And that's how you make a movementmoviment.
42
101000
2000
i així és com crees un moviment.
01:58
But let's recapresum some lessonslliçons from this.
43
103000
2000
Però extraguem-ne algunes lliçons, d'això,
02:00
So first, if you are the typeescriu,
44
105000
3000
Primer, si ets del tipus de persona
02:03
like the shirtlessUvas dancingballar guy that is standingdempeus alonesol,
45
108000
3000
com el noi que balla sense samarreta tot sol,
02:06
rememberrecorda the importanceimportància of nurturingcuidant
46
111000
2000
recorda la importància de tractar
02:08
your first fewpocs followersseguidors as equalsés igual
47
113000
2000
als teus primers seguidors com a iguals
02:10
so it's clearlyclarament about the movementmoviment, not you.
48
115000
3000
perquè es tracti clarament del moviment, no de tu.
02:13
Okay, but we mightpotser have missedperduda the realreal lessonlliçó here.
49
118000
3000
D'acord, però se'ns deu haver escapat l'autèntica lliçó aquí.
02:16
The biggestel més gran lessonlliçó, if you noticednotat --
50
121000
2000
La gran lliçó, si us n'heu adonat,
02:18
did you catchatrapar it? -- is that leadershiplideratge
51
123000
2000
l'heu captada? És que el lideratge
02:20
is over-glorifiedglorificat excés.
52
125000
2000
està "sobreglorificat",
02:22
That, yes, it was the shirtlessUvas guy who was first,
53
127000
2000
que, sí, primer va ser el noi sense samarreta,
02:24
and he'llinfern get all the creditcrèdit,
54
129000
2000
i ell n'obtindrà tot el mèrit,
02:26
but it was really the first followerseguidor
55
131000
2000
però ha estat realment el primer seguidor
02:28
that transformedtransformat the lonesolitari nutfemella into a leaderlíder.
56
133000
3000
el que ha transformat un boig solitari en un líder.
02:31
So, as we're told that we should all be leaderslíders,
57
136000
2000
Així doncs, si tots fóssim líders tal com se'ns diu,
02:33
that would be really ineffectiveineficaç.
58
138000
2000
seria realment ineficaç.
02:35
If you really carecura about startingcomençant a movementmoviment,
59
140000
2000
Si realment us importa iniciar un moviment,
02:37
have the couragevalentia to followseguir
60
142000
2000
tingueu el valor de seguir-lo
02:39
and showespectacle othersaltres how to followseguir.
61
144000
2000
i d'ensenyar als altres com seguir-lo.
02:41
And when you find a lonesolitari nutfemella doing something great,
62
146000
2000
I quan us trobeu un boig solitari fent alguna cosa genial,
02:43
have the gutsbudells to be the first one
63
148000
2000
tingueu el valor de ser el primer
02:45
to standestand up and joinunir-se in.
64
150000
2000
d'aixecar-se i afegir-s'hi.
02:47
And what a perfectperfecte placelloc to do that, at TEDTED.
65
152000
2000
I quin millor lloc per fer això que al TED.
02:49
ThanksGràcies.
66
154000
2000
Gràcies.
02:51
(ApplauseAplaudiments)
67
156000
11000
(Aplaudiments)
Translated by Silvia Oliveras
Reviewed by Enric Masclans

▲Back to top

ABOUT THE SPEAKER
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.

Why you should listen

Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.

In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."

More profile about the speaker
Derek Sivers | Speaker | TED.com