TEDSummit
Rachel Botsman: We've stopped trusting institutions and started trusting strangers
Rachel Botsman: Kako smo prestali vjerovati institucijama i počeli vjerovati strancima
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Rachel Botsman tvrdi da nešto značajno mijenja naše poimanje povjerenja. Iako smo navikli imati povjerenja u institucije poput vlade i banaka, danas se sve više pouzdajemo u druge, često nepoznate ljude, na platformama poput Airbnb-a ili Uber-a te tehnologije poput Blockchain-a. Ta nova era povjerenja može sa sobom donijeti transparantnije, inkluzivnije i odgovornije društvo -- ako sve napravimo kako treba. Kome vi vjerujete?
Rachel Botsman - Trust researcher
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Double-click the English transcript below to play the video.
00:12
Let's talk about trust.
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Razgovarajmo o povjerenju.
00:16
We all know trust is fundamental,
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Svi znamo da je povjerenje zaista važno,
00:19
but when it comes to trusting people,
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no kada se radi o povjerenju među ljudima,
00:22
something profound is happening.
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događa se nešto neobično.
00:25
Please raise your hand
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Molim vas, podignite ruku
00:27
if you have ever been
a host or a guest on Airbnb.
a host or a guest on Airbnb.
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ako ste ikad bili domaćin
ili gost u Airbnb sustavu.
ili gost u Airbnb sustavu.
00:32
Wow. That's a lot of you.
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Opa! Zaista vas je mnogo.
00:35
Who owns Bitcoin?
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Tko posjeduje Bitcoin?
00:38
Still a lot of you. OK.
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Još uvijek velik broj. OK.
00:39
And please raise your hand
if you've ever used Tinder
if you've ever used Tinder
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Molim vas dignite ruku
ako ste ikad koristili Tinder
ako ste ikad koristili Tinder
00:42
to help you find a mate.
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da biste pronašli srodnu dušu.
00:44
(Laughter)
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(Smijeh)
00:46
This one's really hard to count
because you're kind of going like this.
because you're kind of going like this.
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Sad je zaista teško prebrojati jer to
pokazujete ovako.
pokazujete ovako.
00:49
(Laughter)
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(Smijeh)
00:51
These are all examples of how technology
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To su sve primjeri kako tehnologija
00:54
is creating new mechanisms
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kreira nove obrasce
00:56
that are enabling us to trust
unknown people, companies and ideas.
unknown people, companies and ideas.
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koji nam omogućavaju da vjerujemo
nepoznatim ljudima, poduzećima i idejama.
nepoznatim ljudima, poduzećima i idejama.
01:02
And yet at the same time,
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Ipak, istovremeno,
01:04
trust in institutions --
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povjerenje u institucije --
01:05
banks, governments and even churches --
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banke, vlade, pa čak i crkve --
01:08
is collapsing.
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opada.
01:10
So what's happening here,
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Što se zapravo događa,
01:12
and who do you trust?
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i kome vjerujemo?
01:14
Let's start in France with a platform --
with a company, I should say --
with a company, I should say --
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Krenimo s francuskom platformom --
s poduzećem, rekla bih --
s poduzećem, rekla bih --
01:18
with a rather funny-sounding name,
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prilično smiješna imena -
01:20
BlaBlaCar.
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BlaBlaCar.
01:22
It's a platform that matches
drivers and passengers
drivers and passengers
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Ta platvorma spaja vozače i putnike
01:25
who want to share
long-distance journeys together.
long-distance journeys together.
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koji se na duža putovanja
žele uputiti zajedno.
žele uputiti zajedno.
Prosječna udaljenost
iznosi 320 kilometara,
iznosi 320 kilometara,
01:29
The average ride taken is 320 kilometers.
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01:34
So it's a good idea
to choose your fellow travelers wisely.
to choose your fellow travelers wisely.
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pa bi bilo dobro
mudro izabirati suputnike.
mudro izabirati suputnike.
01:39
Social profiles and reviews
help people make a choice.
help people make a choice.
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Društveni profili i ocjene
pomažu ljudima izabrati.
pomažu ljudima izabrati.
01:43
You can see if someone's a smoker,
you can see what kind of music they like,
you can see what kind of music they like,
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Možete vidjeti je li netko pušač,
možete vidjeti kakvu vrstu glazbe voli,
možete vidjeti kakvu vrstu glazbe voli,
01:48
you can see if they're going to bring
their dog along for the ride.
their dog along for the ride.
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možete vidjeti i hoće li
sa sobom povesti i svog psa.
sa sobom povesti i svog psa.
01:52
But it turns out
that the key social identifier
that the key social identifier
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No, izgleda da se ključna društvena oznaka
01:56
is how much you're going
to talk in the car.
to talk in the car.
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odnosi na to koliko ćete pričati
za vrijeme vožnje.
za vrijeme vožnje.
01:58
(Laughter)
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(Smijeh)
02:00
Bla, not a lot,
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Bla, ne puno,
02:02
bla bla, you want a nice bit of chitchat,
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bla bla, želite neobavezni razgovor
02:04
and bla bla bla, you're not going
to stop talking the entire way
to stop talking the entire way
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i bla bla bla, pričat ćete za cijelog puta
02:08
from London to Paris.
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od Londona do Pariza
02:09
(Laughter)
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(Smijeh)
02:12
It's remarkable, right,
that this idea works at all,
that this idea works at all,
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Nevjerojatno je kako
ta ideja uopće funkcionira
ta ideja uopće funkcionira
02:15
because it's counter to the lesson
most of us were taught as a child:
most of us were taught as a child:
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jer se protivi svemu
čemu su nas učili u djetinjstvu:
čemu su nas učili u djetinjstvu:
02:18
never get in a car with a stranger.
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nikad ne ulazi u auto sa strancem.
02:21
And yet, BlaBlaCar transports
more than four million people
more than four million people
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Ipak, BlaBlaCar prevozi
više od četiri milijuna ljudi
više od četiri milijuna ljudi
02:26
every single month.
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svakog mjeseca.
02:28
To put that in context,
that's more passengers
that's more passengers
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Stavimo to u kontekst -
to je više putnika nego
to je više putnika nego
02:31
than the Eurostar
or JetBlue airlines carry.
or JetBlue airlines carry.
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što prevoze Eurostar ili JetBlue.
02:35
BlaBlaCar is a beautiful illustration
of how technology is enabling
of how technology is enabling
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BlaBlaCar prekrasna ilustrira
kako nova tehnologija omogućuje
kako nova tehnologija omogućuje
02:39
millions of people across the world
to take a trust leap.
to take a trust leap.
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milijunima ljudi širom svijeta
da naprave korak prema povjerenju.
da naprave korak prema povjerenju.
02:43
A trust leap happens when we take the risk
to do something new or different
to do something new or different
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Korak prema povjerenju događa se kad
riskiramo i činimo nešto novo i drugačije
riskiramo i činimo nešto novo i drugačije
02:49
to the way that we've always done it.
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od onoga što nam je uobičajeno.
02:52
Let's try to visualize this together.
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Pokušajmo sve to vizualizirati.
02:55
OK. I want you to close your eyes.
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Molim vas zatvorite oči.
02:59
There is a man staring at me
with his eyes wide open.
with his eyes wide open.
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Muškarac bulji u mene
širom otvorenih očiju.
širom otvorenih očiju.
03:02
I'm on this big red circle. I can see.
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Ja sam u ovom
velikom crvenom krugu. Vidim vas.
velikom crvenom krugu. Vidim vas.
03:04
So close your eyes.
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Dakle, zatvorite oči.
03:06
(Laughter) (Applause)
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(Smijeh) (Pljesak)
03:09
I'll do it with you.
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Ja ću vam se pridružiti.
03:10
And I want you to imagine
there exists a gap
there exists a gap
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Želim da zamislite jaz
03:13
between you and something unknown.
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koji postoji između vas
i nečeg nepoznatog.
i nečeg nepoznatog.
03:16
That unknown can be
someone you've just met.
someone you've just met.
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To nepoznato može biti
netko koga ste upravo sreli.
netko koga ste upravo sreli.
03:19
It can be a place you've never been to.
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Može biti i nepoznato mjesto.
03:21
It can be something
you've never tried before.
you've never tried before.
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Može biti i nešto što
do sada još niste isprobali.
do sada još niste isprobali.
03:25
You got it?
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Shvaćate?
03:26
OK. You can open your eyes now.
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Sada možete otvoriti oči.
03:28
For you to leap from a place of certainty,
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Kako biste mogli iskoračiti
iz sigurne zone
iz sigurne zone
03:31
to take a chance on that someone
or something unknown,
or something unknown,
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i iskušati sreću s nečim ili nekim novim
03:35
you need a force to pull you over the gap,
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trebate snagu koja će vas povući
preko jaza,
preko jaza,
03:38
and that remarkable force is trust.
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a ta posebna snaga je povjerenje.
03:42
Trust is an elusive concept,
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Povjerenje je neuhvatljiv koncept,
03:46
and yet we depend on it
for our lives to function.
for our lives to function.
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a ipak nam je potrebno da bismo živjeli.
03:49
I trust my children
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Ja vjerujem svojoj djeci,
03:51
when they say they're going
to turn the lights out at night.
to turn the lights out at night.
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kad mi kažu da će ugasiti svjetlo.
03:54
I trusted the pilot
who flew me here to keep me safe.
who flew me here to keep me safe.
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Vjerovala sam pilotu
da će mi put avionom biti siguran.
da će mi put avionom biti siguran.
03:58
It's a word we use a lot,
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To je riječ koju puno koristimo
04:00
without always thinking
about what it really means
about what it really means
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iako rijetko razmišljamo
o tome što zaista znači
o tome što zaista znači
04:03
and how it works in different
contexts of our lives.
contexts of our lives.
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i kako funkcionira u različitim
kontekstima našh života.
kontekstima našh života.
04:06
There are, in fact,
hundreds of definitions of trust,
hundreds of definitions of trust,
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Postoje stotine definicija povjerenja
04:10
and most can be reduced
to some kind of risk assessment
to some kind of risk assessment
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i većina se svodi na to da je povjerenje
neka vrsta procjene rizika
neka vrsta procjene rizika
04:14
of how likely it is
that things will go right.
that things will go right.
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koliko je vjerojatno
da će se nešto razviti kako treba.
da će se nešto razviti kako treba.
04:18
But I don't like this definition of trust,
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Ne sviđa mi se ta definicija
04:20
because it makes trust
sound rational and predictable,
sound rational and predictable,
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jer se povjerenje prikazuje
kao nešto racionalno i predvidljivo
kao nešto racionalno i predvidljivo
04:25
and it doesn't really get
to the human essence
to the human essence
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i ne bavi se time što je u ljudskoj srži
04:27
of what it enables us to do
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i onoga što nam povjerenje omogućava,
04:29
and how it empowers us
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koliko nas osnažuje
04:31
to connect with other people.
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da se povezujemo s drugima.
04:33
So I define trust a little differently.
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Stoga definiram povjerenje malo drugačije.
04:35
I define trust as a confident
relationship to the unknown.
relationship to the unknown.
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Definiram ga kao pouzdanu
povezanost s nepoznatim.
povezanost s nepoznatim.
04:41
Now, when you view trust
through this lens,
through this lens,
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Kada povjerenje gledate kroz te naočale,
04:44
it starts to explain
why it has the unique capacity
why it has the unique capacity
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postaje vam jasnije zašto ima tako
jednistvenu sposobnost
jednistvenu sposobnost
04:47
to enable us to cope with uncertainty,
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koja nam omogućava da izlazimo
na kraj s neizvjesnosti,
na kraj s neizvjesnosti,
04:50
to place our faith in strangers,
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da svoje sudbine
prepustimo u ruke stranaca
prepustimo u ruke stranaca
04:53
to keep moving forward.
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kako bi smo nastavili napredovati.
04:56
Human beings are remarkable
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Ljudska bića izvanredno
04:59
at taking trust leaps.
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poduzimaju korake prema povjerenju.
05:01
Do you remember the first time
you put your credit card details
you put your credit card details
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Sjećate li se prvog puta
kad ste podatke svoje kreditne kartice
kad ste podatke svoje kreditne kartice
05:04
into a website?
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stavili na internet?
05:05
That's a trust leap.
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To je korak
prema povjerenju.
prema povjerenju.
05:07
I distinctly remember telling my dad
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Kao kroz maglu sjećam se
da sam rekla svom tati
da sam rekla svom tati
05:09
that I wanted to buy a navy blue
secondhand Peugeot on eBay,
secondhand Peugeot on eBay,
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da želim kupiti mornarsko plavi
polovni Peugeot preko eBaya,
polovni Peugeot preko eBaya,
05:15
and he rightfully pointed out
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a on je s pravom naglasio
05:16
that the seller's name
was "Invisible Wizard"
was "Invisible Wizard"
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da je prodavačevo ime
"Nevidljvi čarobnjak"
"Nevidljvi čarobnjak"
05:19
and that this probably
was not such a good idea.
was not such a good idea.
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i da to vjerojatno nije baš dobra ideja.
05:22
(Laughter)
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(Smijeh)
05:24
So my work, my research
focuses on how technology
focuses on how technology
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Stoga se moj rad, moje istraživanje
fokusira na to kako tehnologija
fokusira na to kako tehnologija
05:27
is transforming
the social glue of society,
the social glue of society,
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transformira društvenu
povezanost zajednice,
povezanost zajednice,
05:30
trust between people,
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povjerenje među ljudima i
05:31
and it's a fascinating area to study,
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to je fascinantno područje za proučavanje
05:34
because there's still
so much we do not know.
so much we do not know.
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jer postoji još puno toga što ne znamo.
05:37
For instance, do men and women
trust differently in digital environments?
trust differently in digital environments?
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Npr., imaju li muškarci i žene drugačije
povjerenje u digitalnom okruženju?
povjerenje u digitalnom okruženju?
05:42
Does the way we build trust
face-to-face translate online?
face-to-face translate online?
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Može li se način građenja povjerenja u
osobnom kontaktu prenijeti na virtualu?
osobnom kontaktu prenijeti na virtualu?
05:47
Does trust transfer?
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Je li povjerenje moguće prenijeti?
05:49
So if you trust finding a mate on Tinder,
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Ako vjerujete da ćete naći
partnera preko Tindera,
partnera preko Tindera,
05:52
are you more likely
to trust finding a ride on BlaBlaCar?
to trust finding a ride on BlaBlaCar?
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jeste li skloniji tražiti
i suputnika preko BlaBlaCar-a?
i suputnika preko BlaBlaCar-a?
05:56
But from studying hundreds
of networks and marketplaces,
of networks and marketplaces,
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Proučavanjem stotine mreža
i trgovina doznali smo
i trgovina doznali smo
05:59
there is a common pattern
that people follow,
that people follow,
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da ljudi koriste
zajedničke obrasce ponašanja
zajedničke obrasce ponašanja
06:02
and I call it "climbing the trust stack."
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koji nazivam "penjanje
stogom povjerenja".
stogom povjerenja".
06:05
Let me use BlaBlaCar
as an example to bring it to life.
as an example to bring it to life.
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Kao primjer iz života
koristit ćemo BlaBlaCar.
koristit ćemo BlaBlaCar.
06:09
On the first level,
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Na prvoj razini
06:10
you have to trust the idea.
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trebate vjerovati ideji.
06:12
So you have to trust
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Trebate vjerovati da je
06:13
the idea of ride-sharing
is safe and worth trying.
is safe and worth trying.
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zajednička vožnja sigurna ideja
koju vrijedi isprobati.
koju vrijedi isprobati.
06:17
The second level is about having
confidence in the platform,
confidence in the platform,
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Druga razina odnosi se
na imanje povjerenja u platformu,
na imanje povjerenja u platformu,
06:22
that BlaBlaCar will help you
if something goes wrong.
if something goes wrong.
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da će vam BlaBlaCar pomoći
ako nešto pođe po zlu.
ako nešto pođe po zlu.
06:26
And the third level is about
using little bits of information
using little bits of information
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Treća razina odnosi se
na korištenje malih količina informacija
na korištenje malih količina informacija
06:30
to decide whether
the other person is trustworthy.
the other person is trustworthy.
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pomoću kojih trebamo odlučiti
možemo li vjerovati drugoj osobi.
možemo li vjerovati drugoj osobi.
06:34
Now, the first time
we climb the trust stack,
we climb the trust stack,
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Kada se prvi put penjemo
stogom povjerenja,
stogom povjerenja,
06:36
it feels weird, even risky,
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čini nam se čudno, pa i riskantno,
06:40
but we get to a point
where these ideas seem totally normal.
where these ideas seem totally normal.
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no dolazimo do točke u kojoj se ove ideje
čine sasvim normalne.
čine sasvim normalne.
06:45
Our behaviors transform,
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Naša se ponašanja mijenjaju,
06:47
often relatively quickly.
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često vrlo brzo.
06:49
In other words, trust enables
change and innovation.
change and innovation.
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Drugim riječima, povjerenje
omogućava promjenu i inovativnost.
omogućava promjenu i inovativnost.
06:55
So an idea that intrigued me,
and I'd like you to consider,
and I'd like you to consider,
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Želim da razmislite o tome
06:58
is whether we can better understand
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možemo li bolje razumjeti
07:01
major ways of disruption and change
in individuals in society
in individuals in society
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glavne načine pojave remećenja
i promjene kod pojedinaca u društvu
i promjene kod pojedinaca u društvu
07:05
through the lens of trust.
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kroz naočale povjerenja.
07:07
Well, it turns out
that trust has only evolved
that trust has only evolved
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Povjerenje se rezvilo u samo
07:10
in three significant chapters
throughout the course of human history:
throughout the course of human history:
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tri značajna oblika
tijekom čitave ljudske povijesti:
tijekom čitave ljudske povijesti:
07:15
local, institutional
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lokalni, institucionalni,
07:17
and what we're now entering, distributed.
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a sada i raspršeni.
07:20
So for a long time,
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Dugo vremena,
07:23
until the mid-1800s,
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do sredine 19. stoljeća,
07:24
trust was built
around tight-knit relationships.
around tight-knit relationships.
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povjerenje se gradilo oko čvrsto
integriranih odnosa.
integriranih odnosa.
07:28
So say I lived in a village
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Recimo da sam živjela u selu
07:30
with the first five rows of this audience,
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s prvih pet redova ove publike
07:32
and we all knew one another,
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i svi smo se dobro poznavali
07:34
and say I wanted to borrow money.
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i recimo da sam htjela posuditi novac.
07:37
The man who had his eyes wide open,
he might lend it to me,
he might lend it to me,
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Čovjek širom otvorenih očiju
mogao bi mi ih posuditi,
mogao bi mi ih posuditi,
07:40
and if I didn't pay him back,
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a ako ih ne bih vratila,
07:42
you'd all know I was dodgy.
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svi biste znali da sam nepouzdana.
07:44
I would get a bad reputation,
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Imala bih lošu reputaciju,
07:46
and you would refuse
to do business with me in the future.
to do business with me in the future.
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i vi biste odbijali poslovati
sa mnom u budućnosti.
sa mnom u budućnosti.
07:49
Trust was mostly local
and accountability-based.
and accountability-based.
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Povjerenje je bilo lokalno
i utemeljeno na odgovornosti.
i utemeljeno na odgovornosti.
07:53
In the mid-19th century,
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Sredinom 19. stoljeća
07:54
society went through
a tremendous amount of change.
a tremendous amount of change.
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društvo je prošlo silnu promjenu.
07:58
People moved to fast-growing cities
such as London and San Francisco,
such as London and San Francisco,
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Ljudi su se selili u brzorastuće gradove
poput Londona i San Francisca,
poput Londona i San Francisca,
08:02
and a local banker here
was replaced by large corporations
was replaced by large corporations
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a tamošnje lokalne bankare
zamijenila su velika poduzeća
zamijenila su velika poduzeća
08:07
that didn't know us as individuals.
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koja nas nisu poznavala kao pojedince.
08:10
We started to place our trust
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Počeli smo vjerovati
08:12
into black box systems of authority,
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u modele crne kutije nadležnih sustava
08:15
things like legal contracts
and regulation and insurance,
and regulation and insurance,
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poput zakonitih ugovora,
pravila i osiguranja,
pravila i osiguranja,
08:19
and less trust directly in other people.
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stoga je nastalo manje
direktnog povjerenja u druge ljude.
direktnog povjerenja u druge ljude.
08:23
Trust became institutional
and commission-based.
and commission-based.
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Povjerenje je postalo institucionalno i
temeljilo se na vjerovanju vladajućima.
temeljilo se na vjerovanju vladajućima.
08:27
It's widely talked about how trust
in institutions and many corporate brands
in institutions and many corporate brands
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Široke rasprave vode se o padu povjerenja
u institucije i mnoge proizvodne marke,
u institucije i mnoge proizvodne marke,
08:32
has been steadily declining
and continues to do so.
and continues to do so.
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a taj se trend nastavlja i dalje.
08:36
I am constantly stunned
by major breaches of trust:
by major breaches of trust:
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Neprestano sam osupnuta
stalnim povredama povjerenja:
stalnim povredama povjerenja:
08:42
the News Corp phone hacking,
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provala u telefonske sustave News Corpa,
08:44
the Volkswagen emissions scandal,
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skandal s VW-emisijama štetnih plinova,
08:47
the widespread abuse
in the Catholic Church,
in the Catholic Church,
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rasprostranjeno zlostavljanje
u katoličkoj Crkvi,
u katoličkoj Crkvi,
08:50
the fact that only one measly banker
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činjenica da je samo jedan jedini bankar
08:54
went to jail after the great
financial crisis,
financial crisis,
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otišao u zatvor nakon financijske krize
08:57
or more recently the Panama Papers
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ili u novije vrijeme Panama Papers
08:59
that revealed how the rich
can exploit offshore tax regimes.
can exploit offshore tax regimes.
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koji otkrivaju kako bogati iskorištavaju
porezne režime drugih zemalja.
porezne režime drugih zemalja.
09:04
And the thing that really surprises me
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A ono što me najviše iznenađuje
09:07
is why do leaders find it so hard
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jest zašto je čelnicima tako teško
09:11
to apologize, I mean sincerely apologize,
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ispričati se, iskreno se ispričati
09:14
when our trust is broken?
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kad izigraju tuđe povjerenje?
09:17
It would be easy to conclude
that institutional trust isn't working
that institutional trust isn't working
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Bilo bi lako zaključiti da
institucionalno povjerenje ne funkcionira
institucionalno povjerenje ne funkcionira
09:21
because we are fed up
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jer nam je dosta
09:23
with the sheer audacity
of dishonest elites,
of dishonest elites,
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drskosti nepoštenih elita,
09:25
but what's happening now
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a ono što se sad događa
09:27
runs deeper than the rampant questioning
of the size and structure of institutions.
of the size and structure of institutions.
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puno je ozbiljnije od stalnog ispitivanja
veličine i strukture institucija.
veličine i strukture institucija.
09:33
We're starting to realize
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2016
Počinjemo shvaćati
09:35
that institutional trust
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da institucionalno povjerenje
09:37
wasn't designed for the digital age.
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nije stvoreno za digitalno doba.
09:40
Conventions of how trust is built,
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Poimanje o tome kako se gradi,
09:44
managed, lost and repaired --
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upravlja, gube i popravlja povjerenje
09:46
in brands, leaders and entire systems --
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u brandove, čelnike i čitave sustave --
09:49
is being turned upside down.
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potpuno se promijenilo.
09:51
Now, this is exciting,
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To je istovremeno i uzbudljivo
09:53
but it's frightening,
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i zastrašujuće
09:55
because it forces many of us
to have to rethink
to have to rethink
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jer nas prisiljava da promislimo
09:58
how trust is built and destroyed
with our customers, with our employees,
with our customers, with our employees,
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o tome kako se povjerenje stvara i gubi
s našim klijentima ili našim radnicima,
s našim klijentima ili našim radnicima,
10:02
even our loved ones.
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pa čak i našim voljenima.
10:05
The other day, I was talking to the CEO
of a leading international hotel brand,
of a leading international hotel brand,
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Neki dan razgovarala sam s direktorom
vodećeg međunarodnog hotelskog lanca
vodećeg međunarodnog hotelskog lanca
10:12
and as is often the case,
we got onto the topic of Airbnb.
we got onto the topic of Airbnb.
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i, naravno, dotaknuli smo
se teme Airbnb-a.
se teme Airbnb-a.
10:15
And he admitted to me
that he was perplexed by their success.
that he was perplexed by their success.
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Priznao mi je da ga čudi njihov uspjeh.
10:20
He was perplexed at how a company
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Čudi se kako poduzeće
10:23
that depends on the willingness
of strangers to trust one another
of strangers to trust one another
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koje ovisi o volji neznanaca
da vjeruju jedni drugima
da vjeruju jedni drugima
10:27
could work so well across 191 countries.
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tako dobro funkcionira u 191 državi.
10:31
So I said to him
that I had a confession to make,
that I had a confession to make,
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Rekla sam mu da mu moram nešto priznati,
10:35
and he looked at me a bit strangely,
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a on me čudno pogledao
10:37
and I said --
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pa sam rekla --
10:38
and I'm sure many of you
do this as well --
do this as well --
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2016
i sigurna sam da nisam jedina --
10:40
I don't always bother to hang my towels up
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često ne vratim ručnike na mjesto
10:43
when I'm finished in the hotel,
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kad napuštam hotel,
10:46
but I would never do this
as a guest on Airbnb.
as a guest on Airbnb.
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a to mi nikad ne bi palo na pamet
da sam gost Airbnb-a.
da sam gost Airbnb-a.
10:49
And the reason why I would never do this
as a guest on Airbnb
as a guest on Airbnb
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To nikad ne bih napravila na Arbnb-iju
10:52
is because guests know
that they'll be rated by hosts,
that they'll be rated by hosts,
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zato što gosti znaju
da će domaćini ocijeniti njihov boravak
da će domaćini ocijeniti njihov boravak
10:56
and that those ratings
are likely to impact their ability
are likely to impact their ability
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i da će te ocjene vjerojatno utjecati na
mogućnost njihovog
mogućnost njihovog
11:00
to transact in the future.
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budućeg korištenja usluge.
11:02
It's a simple illustration of how
online trust will change our behaviors
online trust will change our behaviors
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To oslikava kako će internetsko povjerenje
mijenjati naše ponašanje
mijenjati naše ponašanje
11:06
in the real world,
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u stvarnom svijetu.,
11:08
make us more accountable
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činiti nas odgovornijima
11:10
in ways we cannot yet even imagine.
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na načine koje ne možemo ni zamisliti.
11:14
I am not saying we do not need hotels
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Ne kažem da ne trebamo hotele ili
11:17
or traditional forms of authority.
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tradicionalne oblike autoriteta.
11:20
But what we cannot deny
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No, ne možemo zanijekati
11:22
is that the way trust
flows through society is changing,
flows through society is changing,
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da se način na koji povjerenje
utječe na društvo mijenja
utječe na društvo mijenja
11:26
and it's creating this big shift
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i odmiče
11:29
away from the 20th century
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od 20. stoljeća
11:30
that was defined by institutional trust
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koje je određeno povjerenjem u institucije
11:33
towards the 21st century
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prema 21. stoljeću
11:36
that will be fueled by distributed trust.
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koje će pokretati dijeljeno povjerenje.
11:39
Trust is no longer top-down.
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Povjerenje više ne ide odozgo prema dolje.
11:43
It's being unbundled and inverted.
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Odvaja se i preokreće.
11:45
It's no longer opaque and linear.
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Nije više nejasno i pravocrtno.
11:49
A new recipe for trust is emerging
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Javlja se novi recept za povjerenje
11:52
that once again
is distributed amongst people
is distributed amongst people
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koji se ponovno dijeli među ljudima
11:56
and is accountability-based.
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i temelji na povjerenju.
11:58
And this shift is only going to accelerate
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Ta će se promjena samo ubrzati
12:01
with the emergence of the blockchain,
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pojavom blockchain-a,
12:04
the innovative ledger technology
underpinning Bitcoin.
underpinning Bitcoin.
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inovativne tehnologije koja pokreće
digitalni novac Bitcoin.
digitalni novac Bitcoin.
12:08
Now let's be honest,
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Budimo iskreni,
12:11
getting our heads around
the way blockchain works
the way blockchain works
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način na koji Blockchain funkcionira
12:15
is mind-blowing.
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nevjerojatan je.
12:17
And one of the reasons why
is it involves processing
is it involves processing
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Dijelom zato što uključuje razumijevanje
12:21
some pretty complicated concepts
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nekih prilično kompliciranih koncepata
12:23
with terrible names.
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groznih imena.
12:25
I mean, cryptographic algorithms
and hash functions,
and hash functions,
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Mislim, šifrirani algoritmi i
hash-funkcije
hash-funkcije
12:29
and people called miners,
who verify transactions --
who verify transactions --
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ljudi-rudari koji odobravaju
transakacije --
transakacije --
12:32
all that was created
by this mysterious person
by this mysterious person
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i sve je to kreirala tajanstvena osoba
12:36
or persons called Satoshi Nakamoto.
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ili osobe zvane Satoshi Nakamoto.
12:39
Now, that is a massive trust leap
that hasn't happened yet.
that hasn't happened yet.
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E, to je stvarno
novi korak prema povjerenju.
novi korak prema povjerenju.
12:44
(Applause)
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(Pljesak)
12:47
But let's try to imagine this.
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Pokušajmo zamisliti ovo.
12:49
So "The Economist"
eloquently described the blockchain
eloquently described the blockchain
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Časopis "The Economist"
rječito je opisao Blockchain
rječito je opisao Blockchain
12:53
as the great chain
of being sure about things.
of being sure about things.
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kao veliki lanac povjerenja
u to što se događa.
u to što se događa.
12:56
The easiest way I can describe it
is imagine the blocks as spreadsheets,
is imagine the blocks as spreadsheets,
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Najlakše ga je opisati
kao blokove u obliku tablice
kao blokove u obliku tablice
13:01
and they are filled with assets.
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koje su ispunjene sredstvima.
13:04
So that could be a property title.
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To može biti ime vlasništvo imovine.
13:07
It could be a stock trade.
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Može biti trgovina dionicama
13:09
It could be a creative asset,
such as the rights to a song.
such as the rights to a song.
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ili nematerijalna imovina, poput
autorskih prava na pjesmu.
autorskih prava na pjesmu.
13:12
Every time something moves
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Svaki put kada se nešto pomakne
13:16
from one place on the register
to somewhere else,
to somewhere else,
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s jednog mjesta u evidenciji na drugo
13:19
that asset transfer is time-stamped
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taj transfer imovine
dobiva vremensku oznaku
dobiva vremensku oznaku
13:22
and publicly recorded on the blockchain.
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i javno je obznanjen na Blockchainu.
13:26
It's that simple. Right.
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Zvuči jednostavno, zar ne?
13:28
So the real implication of the blockchain
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Pravi, dublji smisao Blockchaina
13:31
is that it removes the need
for any kind of third party,
for any kind of third party,
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leži u isključivanju potrebe
za bilo kakvim posrednikom
za bilo kakvim posrednikom
13:36
such as a lawyer,
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poput odvjetnika,
13:37
or a trusted intermediary,
or maybe not a government intermediary
or maybe not a government intermediary
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ovlaštenog ili možda
neovlaštenog posrednika
neovlaštenog posrednika
13:40
to facilitate the exchange.
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da potrebe provedbe razmjene.
13:42
So if we go back to the trust stack,
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Da se vratimo stogu povjerenja -
13:44
you still have to trust the idea,
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još uvijek trebate vjerovati ideji,
13:47
you have to trust the platform,
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trebate vjerovati platformi,
13:50
but you don't have to trust
the other person
the other person
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ali ne morate vjerovati drugoj osobi
13:53
in the traditional sense.
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u tradicionalnom smislu.
13:54
The implications are huge.
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Posljedice su ogromne.
13:57
In the same way the internet blew open
the doors to an age of information
the doors to an age of information
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Na isti način na koji je internet otvorio
vrata u doba informacija
vrata u doba informacija
14:01
available to everyone,
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dostupnih svima,
14:02
the blockchain will revolutionize
trust on a global scale.
trust on a global scale.
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Blockchain će revolucionirati
povjerenje na globalnoj razini.
povjerenje na globalnoj razini.
14:08
Now, I've waited to the end
intentionally to mention Uber,
intentionally to mention Uber,
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Namjerno sam čekala sam kraj
da spomenem Uber
da spomenem Uber
14:12
because I recognize
that it is a contentious
that it is a contentious
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jer mi se čini da je to problematičan
14:15
and widely overused example,
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i previše korišten,
14:18
but in the context of a new era of trust,
it's a great case study.
it's a great case study.
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ali odličan primjer u kontekstu
novog doba povjerenja.
novog doba povjerenja.
14:21
Now, we will see cases of abuse
of distributed trust.
of distributed trust.
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Sada ćemo vidjeti primjere zloupotrebe
raspršenog povjerenja.
raspršenog povjerenja.
14:26
We've already seen this,
and it can go horribly wrong.
and it can go horribly wrong.
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Već smo to vidjeli i znamo da može krenuti
u sasvim pogrešnom pravcu.
u sasvim pogrešnom pravcu.
14:30
I am not surprised that we are seeing
protests from taxi associations
protests from taxi associations
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Ne iznenađuje me
što udruženja taksista prosvjeduju
što udruženja taksista prosvjeduju
14:35
all around the world
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diljem svijeta
14:36
trying to get governments to ban Uber
based on claims that it is unsafe.
based on claims that it is unsafe.
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pokušavajući prisiliti vlade da zabrane
Uber zbog njegove nesigurnosti.
Uber zbog njegove nesigurnosti.
14:42
I happened to be in London
the day that these protests took place,
the day that these protests took place,
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Slučajno sam bila u Londonu na dan kada
su se takvi prosvjedi odvijali,
su se takvi prosvjedi odvijali,
14:46
and I happened to notice a tweet
283
874720
1976
a vidjela sam i tweet
14:48
from Matt Hancock, who is
a British minister for business.
a British minister for business.
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Matta Hancocka, britanskog ministra
gospodarstva
gospodarstva
14:52
And he wrote,
285
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koji kaže:
14:53
"Does anyone have details of this
#Uber app everyone's talking about?
#Uber app everyone's talking about?
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"Je l' itko zna nešto o toj
#Uber aplikaciji o kojoj svi govore?
#Uber aplikaciji o kojoj svi govore?
14:57
(Laughter)
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(Smijeh)
14:59
I'd never heard of it until today."
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Prvi put čujem."
15:03
Now, the taxi associations,
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Udruženja taksista
15:07
they legitimized the first layer
of the trust stack.
of the trust stack.
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prvu razinu stoga povjerenja
učinila su pravovaljanom
učinila su pravovaljanom
15:10
They legitimized the idea
that they were trying to eliminate,
that they were trying to eliminate,
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Učinili su pravovaljanom ideju
koju su pokušali uništiti,
koju su pokušali uništiti,
15:13
and sign-ups increased
by 850 percent in 24 hours.
by 850 percent in 24 hours.
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a postigli su da se broj korisnika
u 24 sata poveća za 850%.
u 24 sata poveća za 850%.
15:19
Now, this is a really strong illustration
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To je zaista snažna ilustracija
15:22
of how once a trust shift has happened
around a behavior or an entire sector,
around a behavior or an entire sector,
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kako je, kada se promjeni povjerenje u
neko ponašanje ili u čitavi sektor,
neko ponašanje ili u čitavi sektor,
15:28
you cannot reverse the story.
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teško vratiti priču na početak.
15:31
Every day, five million people
will take a trust leap
will take a trust leap
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Svaki će dan 5 milijuna ljudi
napraviti korak prema povjerenju
napraviti korak prema povjerenju
15:35
and ride with Uber.
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i voziti se Uberom.
15:36
In China, on Didi,
the ride-sharing platform,
the ride-sharing platform,
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U Kini, na Didiju, platformi
za zajedničku vožnju,
za zajedničku vožnju,
15:39
11 million rides taken every day.
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11 milijuna ljudi vozi se svaki dan.
15:42
That's 127 rides per second,
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To je 127 vožnji svake sekunde
15:46
showing that this is
a cross-cultural phenomenon.
a cross-cultural phenomenon.
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koje nam govore
da je to međukulturalni fenomen.
da je to međukulturalni fenomen.
15:49
And the fascinating thing is
that both drivers and passengers report
that both drivers and passengers report
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Fascinira i činjenica da
i vozači i putnici izvještavaju
i vozači i putnici izvještavaju
15:53
that seeing a name
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da im uvid u nečije ime,
15:55
and seeing someone's photo
and their rating
and their rating
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fotografiju i ocjene
15:58
makes them feel safer,
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pomaže osjećati se sigurno i,
16:01
and as you may have experienced,
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kao što ste i vi mogli iskusiti,
16:02
even behave a little more nicely
in the taxi cab.
in the taxi cab.
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pomaže da se ponašaju
pristojnije u taksiju.
pristojnije u taksiju.
16:07
Uber and Didi are early
but powerful examples
but powerful examples
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Uber i Didi su rani, ali snažni primjeri
16:11
of how technology
is creating trust between people
is creating trust between people
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tehnologije koja stvara
povjerenje među ljudima
povjerenje među ljudima
16:15
in ways and on a scale
never possible before.
never possible before.
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na način i u količini
koja dosada nije bila moguća.
koja dosada nije bila moguća.
16:19
Today, many of us are comfortable
getting into cars driven by strangers.
getting into cars driven by strangers.
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Danas mnogi od nas rado sjedamo
u auto kojim upravljaju stranci.
u auto kojim upravljaju stranci.
16:25
We meet up with someone
we swiped right to be matched with.
we swiped right to be matched with.
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Sastanemo se s nekim da provjerimo
jesmo li stvarno dobar par.
jesmo li stvarno dobar par.
16:29
We share our homes
with people we do not know.
with people we do not know.
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Dijelimo naše domove
s ljudima koje ne poznajemo.
s ljudima koje ne poznajemo.
16:33
This is just the beginning,
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To je tek početak
16:36
because the real disruption happening
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jer pravo remećenje koje se događa
16:39
isn't technological.
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nije tehnološko.
16:41
It's the trust shift it creates,
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Stvara promjenu povjerenja
16:43
and for my part, I want to help people
understand this new era of trust
understand this new era of trust
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i što se mene tiče, želim pomoći ljudima
razumijeti novo doba povjerenja
razumijeti novo doba povjerenja
16:49
so that we can get it right
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kako bismo ga shvatili
16:50
and we can embrace
the opportunities to redesign systems
the opportunities to redesign systems
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i prihvatili mogućnosti
za poboljšanje sustava
za poboljšanje sustava
16:54
that are more transparent,
inclusive and accountable.
inclusive and accountable.
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koji će biti transparentniji,
inkluzivan i na koji će se moći računati.
inkluzivan i na koji će se moći računati.
16:58
Thank you very much.
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Hvala najljepša.
17:00
(Applause)
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(Pljesak)
17:02
Thank you.
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Hvala.
17:03
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Rachel Botsman - Trust researcherRachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume.
Why you should listen
Rachel Botsman is an author and a visiting academic at the University of Oxford, Saïd Business School. Her work focuses on how technology is enabling trust in ways that are changing the way we live, work, bank and consume. She defined the theory of "collaborative consumption" in her first book, What's Mine Is Yours, which she co-authored with Roo Rogers. The concept was subsequently named by TIME as one of the "10 Ideas that Will Change the World" and by Thinkers50 as the 2015 Breakthrough Idea.
Named a "Young Global Leader" by the World Economic Forum, Botsman examines the growth and challenges of start-ups such as Airbnb, TaskRabbit and Uber. She is regular writer and commentator in leading international publications including the New York Times, The Wall Street Journal, Harvard Business Review, The Economist, WIRED and more. She is currently writing a new book that explores why the real disruption happening isn’t technology; it’s a profound shift in trust.
Rachel Botsman | Speaker | TED.com