TED2008
Yves Behar: Designing objects that tell stories
Yves Behar o dizajniranju predmeta koji pričaju priče
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Dizajner Yves Behar iskopava svoje kreativne korijene kako bi pričao o nekim od ikonskih predmeta koje je stvorio (lampa List, naglavne slušalice u obliku vilične kosti). Zatim se okreće duhovitim, iznenađujućim, elegantnim predmetima na kojima sada radi -- uključujući "laptop za 100$."
Yves Behar - Designer
Yves Behar has produced some of the new millennium's most coveted objects, like the Leaf lamp, the Jawbone headset, and the XO laptop for One Laptop per Child. Full bio
Yves Behar has produced some of the new millennium's most coveted objects, like the Leaf lamp, the Jawbone headset, and the XO laptop for One Laptop per Child. Full bio
Double-click the English transcript below to play the video.
00:12
Being a child, and sort of crawling around the house,
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Kada sam bio dijete, i puzao sam po kući,
00:14
I remember these Turkish carpets,
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sjećam se onih turskih tepiha,
00:16
and there were these scenes, these battle scenes, these love scenes.
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i tamo su bili ti prizori, ratni prizori, ljubavni prizori.
00:21
I mean, look, this animal is trying to fight back this spear
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Mislim, pogledajte. Ova životinja se pokušava obraniti od koplja
00:26
from this soldier.
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ovog vojnika.
00:27
And my mom took these pictures actually, last week,
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A moja mama je snimila te slike, u stvari do prošli tjedan,
00:30
of our carpets, and I remember this to this day.
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naših sagova, i sjećam se toga sve do danas.
00:33
There was another object, this sort of towering piece of furniture
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Tamo je bio još jedan predmet, neka vrsta jako visokog namještaja
00:37
with creatures and gargoyles and nudity --
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sa stvorenjima i nakazama i golotinjom --
00:39
pretty scary stuff, when you're a little kid.
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prilično zastrašujuća stvar kada ste malo dijete.
00:42
What I remember today from this is that objects tell stories,
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Ono čega se sjećam danas iz toga jest da predmeti pričaju priče,
00:46
so storytelling has been a really strong influence in my work.
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i stoga je pričanje priča imalo vrlo snažan utjecaj na moj rad.
00:54
And then there was another influence.
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A tu je još jedan utjecaj.
00:55
I was a teenager, and at 15 or 16, I guess like all teenagers,
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Bio sam tinejdžer, i s 15 ili 16, pretpostavljam kao i svi tinejdžeri,
00:58
we want to just do what we love and what we believe in.
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htjeli smo samo raditi ono što volimo i ono u što vjerujemo.
01:01
And so,
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I tako,
01:04
I fused together the two things I loved the most,
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spojio sam zajedno dvije stvari koje sam najviše volio,
01:06
which was skiing and windsurfing.
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a to je bilo skijanje i jedrenje na vjetru.
01:09
Those are pretty good escapes from the drab weather in Switzerland.
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To su poprilično dobri načini izbjegavanja jednoličnog vremena u Švicarskoj.
01:14
So, I created this compilation of the two:
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Stoga sam kreirao kompilaciju toga dvoga:
01:17
I took my skis and I took a board and I put a mast foot in there,
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Uzeo sam svoje skije i uzeo sam dasku i stavio sam stopalo jarbola tamo,
01:21
and some foot straps, and some metal fins,
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i neko remenje za stopala i neke metalne peraje,
01:25
and here I was, going really fast on frozen lakes.
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i tako sam bio ovdje, idući stvarno brzo po zamrznutim jezerima.
01:28
It was really a death trap. I mean, it was incredible,
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Bila je to doista zamka smrti. Mislim, bilo je nevjerojatno,
01:31
it worked incredibly well, but it was really dangerous.
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funkcioniralo je nevjerojatno dobro, ali bilo je stvarno opasno.
01:34
And I realized then I had to go to design school.
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I shvatio sam tada da moram ići u školu za dizajn.
01:38
(Laughter)
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(Smijeh)
01:39
I mean, look at those graphics there.
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Mislim, pogledajte pogledajte ove crteže ovdje.
01:41
(Laughter)
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(Smijeh)
01:44
So, I went to design school,
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Tako sam otišao u školu za dizajn,
01:48
and it was the early '90s when I finished.
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i ranih 90-ih sam je završio,
01:53
And I saw something extraordinary happening in Silicon Valley,
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i vidio sam da se nešto nevjerojatno događa u Silicijskoj dolini,
01:57
so I wanted to be there,
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stoga sam želio biti tamo,
01:58
and I saw that the computer was coming into our homes,
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i vidio sam kako računala dolaze u naše domove.
02:02
that it had to change in order to be with us in our homes.
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Da se morao mijenjati kako bi bio s nama u našim domovima.
02:06
And so I got myself a job and I was working for a consultancy,
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I stoga sam si priskrbio posao i radio sam za tu konzultantsku kuću,
02:10
and we would get in to these meetings,
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i išli bi na te sastanke,
02:11
and these managers would come in,
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a ti menadžeri bi dolazili,
02:14
and they would say,
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i rekli bi,
02:16
"Well, what we're going to do here is really important, you know."
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"Dakle, ono što ćemo učiniti ovdje je uistinu važno, znate."
02:19
And they would give the projects code names, you know,
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I davali bi projektima kodna imena, znate,
02:22
mostly from "Star Wars," actually: things like C3PO, Yoda, Luke.
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najviše iz Ratova zvijezda, zapravo: stvari poput C3PO, Yoda, Luke.
02:30
So, in anticipation, I would be this young designer
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Dakle u iščekivanju, ja bih bio taj mladi dizajner
02:33
in the back of the room, and I would raise my hand,
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u stražnjem dijelu prostorije, i podigao bih svoju ruku,
02:35
and I would ask questions.
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i pitao bih pitanja.
02:37
I mean, in retrospect, probably stupid questions,
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Mislim, gledajući unatrag, vjerojatno glupa pitanja,
02:40
but things like, "What's this Caps Lock key for?"
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ali stvari poput, "Čemu služi tipka Cap Lock?"
02:44
or "What's this Num Lock key for?" You know, that thing?
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ili "Čemu služi tipka Num Lock?" "Znate, ta stvar?"
02:49
"You know, do people really use it?
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Znate, koriste li ih ljudi doista?
02:50
Do they need it? Do they want it in their homes?"
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Trebaju li ih? Žele li ih u svojim domovima?
02:53
(Laughter)
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(Smijeh)
02:56
What I realized then is, they didn't really want to change
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Ono što sam shvatio jest da oni zapravo nisu htjeli mijenjati
03:01
the legacy stuff; they didn't want to change the insides.
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stvari koje su nasljeđene, nisu htjeli mijenjati utrobu.
03:04
They were really looking for us, the designers, to create the skins,
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Oni su zapravo tražili nas, dizajnere, da stvorimo kože,
03:14
to put some pretty stuff outside of the box.
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da stavimo neke lijepe stvari s vanjske strane kutije.
03:18
And I didn't want to be a colorist.
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A ja nisam želio biti kolorist.
03:20
It wasn't what I wanted to do.
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To nije bilo ono što sam ja želio raditi.
03:22
I didn't want to be a stylist in this way.
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Nisam želio biti stilist u tom smislu.
03:24
And then I saw this quote:
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I onda sam vidio ovu izreku:
03:26
"advertising is the price companies pay for being unoriginal."
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"Oglašavanje je cijena koju poduzeća plaćaju da budu neoriginalna."
03:31
(Laughter)
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(Smijeh)
03:34
So, I had to start on my own. So I moved to San Francisco,
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Stoga sam morao sam početi. Preselio sam se u San Francisco,
03:37
and I started a little company, fuseproject.
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i osnovao malo poduzeće, Fuseproject.
03:41
And what I wanted to work on is important stuff.
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I ono na čemu sam želio raditi su važne stvari.
03:43
And I wanted to really not just work on the skins,
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I nisam želio raditi samo na kožama,
03:48
but I wanted to work on the entire human experience.
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već sam želio raditi na cijelom ljudskom iskustvu.
03:51
And so the first projects were sort of humble,
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I tako su prvi projekti bili skromni,
03:55
but they took technology and maybe made it into things
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ali uzeli su tehnologiju i možda je pretvorili u stvari
04:00
that people would use in a new way,
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koje bi ljudi koristili na novi način,
04:03
and maybe finding some new functionality.
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i možda pronašli neku novu funkcionalnost.
04:04
This is a watch we made for Mini Cooper, the car company,
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Ovo je sat koji smo napravili za Mini Cooper, auto kompaniju,
04:08
right when it launched,
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upravo kada je lansiran,
04:09
and it's the first watch that has a display
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i to je prvi sat koji ima zaslon
04:12
that switches from horizontal to vertical.
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koji se prebacuje s horizontalnog položaja u vertikalni.
04:14
And that allows me to check my timer discretely, here,
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I to mi dozvoljava da diskretno provjerim vrijeme, ovdje,
04:19
without bending my elbow.
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bez savijanja svog lakta.
04:20
And other projects, which were really about transformation,
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I drugi projekti u kojima se zapravo radilo o transformaciji,
04:24
about matching the human need.
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o udovoljavanju ljudskih potreba.
04:27
This is a little piece of furniture for an Italian manufacturer,
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Ovo je mali komad namještaja za talijanskog proizvođača,
04:30
and it ships completely flat,
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i transportira se potpuno spljošten,
04:32
and then it folds into a coffee table and a stool and whatnot.
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a zatim se sklopi u stolić za kavu i stolicu i što sve ne.
04:37
And something a little bit more experimental:
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I nešto malo više eksperimentalno:
04:38
this is a light fixture for Swarovski,
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ovo je učvršćenje za svijetlo za Swarovski,
04:42
and what it does is, it changes shape.
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i ono što radi jest da mijenja oblik.
04:44
So, it goes from a circle, to a round, to a square, to a figure eight.
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Tako se pretvara iz kruga, u kvadrat, u osmicu,
04:48
And just by drawing on a little computer tablet,
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i samo crtajući na malom računalnom tabletu,
04:51
the entire light fixture adjusts to what shape you want.
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cijelo učvršćenje za svijetlo se pretvara u oblik koji želite.
04:56
And then finally, the leaf lamp for Herman Miller.
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I na kraju, lampa list za Hermana Millera.
04:58
This is a pretty involved process;
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Ovo je prilično uključen proces;
05:00
it took us about four and a half years.
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trebalo nam je oko četiri i pol godine.
05:02
But I really was looking for creating a unique experience of light,
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Ali zapravo sam tragao za stvaranjem jedinstvenog svjetlosnog iskustva,
05:07
a new experience of light.
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novog iskustva svjetla.
05:08
So, we had to design both the light and the light bulb.
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Stoga smo morali dizajnirati i svjetlo i žarulju.
05:13
And that's a unique opportunity, I would say, in design.
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A to je jedinstvena prilika, rekao bih, u dizajnu.
05:17
And the new experience I was looking for
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A novo iskustvo koje sam tražio
05:19
is giving the choice for the user to go from
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je pružanje izbora korisniku da ide od
05:22
a warm, sort of glowing kind of mood light,
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toplog, neke vrste sjajnog svijetlećeg raspoloženja,
05:25
all the way to a bright work light.
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cijelim putem do bistrog radnog svjetla.
05:28
So, the light bulb actually does that.
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Žarulja zapravo to radi.
05:31
It allows the person to switch,
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Omogućava osobi da prebaci,
05:33
and to mix these two colorations.
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i da pomiješa te dvije koloracije.
05:35
And it's done in a very simple way:
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A to je napravljeno na vrlo jednostavan način:
05:38
one just touches the base of the light,
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osoba samo dotakne osnovicu svjetla,
05:41
and on one side, you can mix the brightness,
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i na jednoj strani možete miješati svjetlost,
05:43
and on the other, the coloration of the light.
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a na drugoj, koloraciju svjetla.
05:46
So, all of these projects have a humanistic sense to them,
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Dakle, svi ovi projekti imaju humanistički smisao,
05:51
and I think as designers we need to really think
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i mislim da kao dizajneri mi moramo doista razmišljati
05:53
about how we can create a different relationship
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o tome kako stvaramo različite veze
05:57
between our work and the world,
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između našeg posla i svijeta,
06:00
whether it's for business,
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bilo da je to za posao,
06:01
or, as I'm going to show, on some civic-type projects.
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ili, kako ću pokazati, za neke civilne projekte.
06:06
Because I think everybody agrees that as designers we bring
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Jer mislim kako se svi slažemo da kao dizanjeri donosimo
06:11
value to business, value to the users also,
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vrijednost poslovanju, isto tako vrijednost korisnicima,
06:16
but I think it's the values that we put into these projects
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ali mislim da su vrijednosti koje stavljamo u te projekte
06:20
that ultimately create the greater value.
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one koje naposljetku stvaraju veću vrijednost.
06:24
And the values we bring
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A vrijednosti koje donosimo
06:25
can be about environmental issues,
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mogu biti o pitanjima okoliša,
06:29
about sustainability, about lower power consumption.
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o održivosti, o smanjenoj potrošnji energije.
06:32
You know, they can be about function and beauty;
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Znate, mogu one biti o funkciji i ljepoti;
06:36
they can be about business strategy.
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mogu one biti o poslovnoj strategiji.
06:37
But designers are really the glue
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Ali dizajneri su uistinu ljepilo
06:40
that brings these things together.
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koje spaja te stvari.
06:42
So Jawbone is a project that you're familiar with,
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Vilična kost je projekt s kojim ste upoznati,
06:48
and it has a humanistic technology.
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i ima humanističku tehnologiju.
06:51
It feels your skin. It rests on your skin,
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Osjeća vašu kožu; počiva na vašoj koži,
06:54
and it knows when it is you're talking.
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i zna kada vi pričate.
06:55
And by knowing when it is you're talking,
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I kada zna da vi pričate,
06:58
it gets rid of the other noises that it knows about,
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eliminira svu drugu buku koju poznaje,
07:00
which is the environmental noises.
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a to je buka okoliša.
07:03
But the other thing that is humanistic about Jawbone
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Ali druga stvar koja je humanistička u viličnoj kosti
07:05
is that we really decided to take out all the techie stuff,
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jest da smo odlučili izvaditi sve tehnološke stvari,
07:11
and all the nerdy stuff out of it,
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i sve štreberske stvari iz nje,
07:13
and try to make it as beautiful as we can.
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i pokušati je učiniti što je ljepšom moguće.
07:15
I mean, think about it:
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Mislim, razmislite:
07:16
the care we take in selecting sunglasses, or jewelry,
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briga koju posvećujemo u izboru sunčanih naočala, ili nakita,
07:23
or accessories is really important,
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ili dodataka je veoma važna,
07:27
so if it isn't beautiful, it really doesn't belong on your face.
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stoga ako nije lijepo, zapravo ne pripada vašem licu.
07:31
And this is what we're pursuing here.
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A to je ono što želimo postići ovdje.
07:34
But how we work on Jawbone is really unique.
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Ali način na koji radimo na viličnoj kosti je doista jedinstven.
07:38
I want to point at something here, on the left.
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Želim naglasiti nešto ovdje s lijeve strane.
07:40
This is the board, this is one of the things that goes inside
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Ovo je daska, ovo je jedna od stvari koja ide unutra
07:44
that makes this technology work.
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a koja omogućava da ova tehnologija radi.
07:46
But this is the design process:
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Ali to je dizajnerski proces:
07:48
there's somebody changing the board,
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netko tamo mijenja dasku,
07:49
putting tracers on the board, changing the location of the ICs,
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stavlja tragače na dasku, mijenja lokaciju IC-eva
07:53
as the designers on the other side are doing the work.
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dok dizajneri s druge strane rade posao.
07:56
So, it's not about slapping skins, anymore, on a technology.
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Dakle, ne radi se više o ljepljenju koža na tehnologiju.
08:00
It's really about designing from the inside out.
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Radi se zapravo o dizajniranju iznutra prema van.
08:02
And then, on the other side of the room,
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A zatim na drugom kraju prostorije,
08:05
the designers are making small adjustments,
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dizajneri rade male preinake,
08:06
sketching, drawing by hand, putting it in the computer.
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skicirajući, crtajući rukom, stavljajući je u računalo,
08:11
And it's what I call being design driven.
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i to je ono što ja zovem pogonjenost dizajnom.
08:15
You know, there is some push and pull,
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Znate, postoji nekoliko pogurni i povuci,
08:17
but design is really helping define
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ali dizajn nam usitinu pomaže definirati
08:19
the whole experience from the inside out.
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cijelo iskustvo iznutra prema van.
08:23
And then, of course, design is never done.
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I zatim, naravno, dizajn nikada nije završen.
08:25
And this is -- the other new way that is unique
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I to je drugi novi način koji je jedinstven
08:29
in how we work is, because it's never done,
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u tome kako radimo, jer nikad ne završava,
08:31
you have to do all this other stuff.
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moraš napraviti sve druge stvari.
08:33
The packaging, and the website, and you need to continue
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Pakiranje, i web stranica, i morate nastaviti
08:36
to really touch the user, in many ways.
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doista dirnuti korisnika, na mnogo načina.
08:40
But how do you retain somebody, when it's never done?
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Ali kako zadržite nekoga kada nikada nije gotovo?
08:44
And Hosain Rahman, the CEO of Aliph Jawbone,
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I Hosain Rahman, šef Aliph vilične kosti,
08:51
you know, really understands that you need a different structure.
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znate, uistinu shvaća kako trebate drugačiju strukturu.
08:54
So, in a way, the different structure is that we're partners,
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Dakle, drugačija struktura jest da smo mi partneri,
08:58
it's a partnership. We can continue to work
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to je partnerstvo. Možemo nastaviti s radom
09:03
and dedicate ourselves to this project,
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i posvetiti sebe tom projektu,
09:06
and then we also share in the rewards.
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i zatim sve dijelimo u nagradama.
09:08
And here's another project, another partnership-type approach.
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A ovdje je drugi projekt, još jedan tip partnerskog pristupa.
09:13
This is called Y Water,
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Ovo je zvano Y voda,
09:15
and it's this guy from Los Angeles, Thomas Arndt,
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i taj čovjek iz Los Angelesa, Thomas Arndt,
09:19
Austrian originally, who came to us,
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izvorno iz Austrije, koji je došao k nama,
09:21
and all he wanted to do was to create a healthy drink,
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i sve što je želio napraviti je zdravo piće,
09:25
or an organic drink for his kids,
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ili organsko piće za svoju djecu,
09:28
to replace the high-sugar-content sodas
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kako bi zamijenio gazirana pića s puno šećera
09:32
that he's trying to get them away from.
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od kojih ih pokušava zaštiti.
09:34
So, we worked on this bottle,
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Stoga smo radili na toj boci,
09:37
and it's completely symmetrical in every dimension.
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i potpuno je simetrična u svakoj dimenziji.
09:39
And this allows the bottle to turn into a game.
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I to omogućava da se boca pretvori u igru.
09:46
The bottles connect together,
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Boce se mogu spojiti zajedno,
09:47
and you can create different shapes, different forms.
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i možete kreirati različite oblike, različite forme.
09:51
(Laughter)
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(Smijeh)
09:52
(Applause)
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(Pljesak)
09:54
Thank you.
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Hvala vam.
09:55
(Applause)
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(Pljesak)
09:57
And then while we were doing this,
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I dok smo radili na tome,
09:58
the shape of the bottle upside down reminded us of a Y,
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oblik boce okrenute naopačke nas je podsjetio na slovo Y,
10:02
and then we thought, well these words, "why" and "why not,"
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i onda smo pomislili, pa te riječi, zašto i zašto ne,
10:07
are probably the most important words that kids ask.
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su vjerojatno najvažnije riječi za koje djeca pitaju.
10:10
So we called it Y Water. And so this is
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Stoga smo je nazvali "Y voda". I, dakle, to je
10:13
another place where it all comes together in the same room:
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još jedno mjesto gdje sve dolazi skupa u istoj prostoriji:
10:16
the three-dimensional design, the ideas, the branding,
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trodimenzionalan dizajn, ideje, brendiranje,
10:22
it all becomes deeply connected.
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sve postaje duboko povezano.
10:25
And then the other thing about this project is,
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I zatim još jedna stvar o tom projektu je
10:27
we bring intellectual property,
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da donosimo intelektualno vlasništvo,
10:31
we bring a marketing approach,
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donosimo marketinški pristup,
10:33
we bring all this stuff, but I think, at the end of the day,
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donosimo sve te stvari, ali mislim, na kraju dana,
10:35
what we bring is these values,
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ono što donosimo su te vrijednosti,
10:37
and these values create a soul for the companies we work with.
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a te vrijednosti stvaraju dušu kompanijama s kojima surašujemo.
10:41
And it's especially rewarding when your design work
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I posebno je nagrađujuće kada vaš dizajnerski rad
10:42
becomes a creative endeavor,
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postane kreativno nastojanje,
10:45
when others can be creative and do more with it.
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kada drugi mogu biti kreativni i učiniti više s njim.
10:47
Here's another project,
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Ovo je drugi projekt,
10:48
which I think really emulates that.
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za koji mislim da doista emulira to.
10:51
This is the One Laptop per Child, the $100 laptop.
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Ovo je jedan laptop po djetetu, laptop za 100 dolara.
10:58
This picture is incredible.
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Ova slika je nevjerojatna.
10:59
In Nigeria, people carry their most precious belongings on their heads.
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U Nigeriji ljudi nose svoje najvrednije stvari na svojim glavama.
11:05
This girl is going to school with a laptop on her head.
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Ova cura ide u školu s laptopom na svojoj glavi.
11:07
I mean, to me, it just means so much.
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Mislim, meni, to znači tako puno.
11:11
But when Nicholas Negroponte --
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Ali kada je Nicholas Negroponte --
11:13
and he has spoken about this project a lot,
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a on je puno pričao o tom projektu,
11:15
he's the founder of OLPC -- came to us
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on je osnivač jednog laptopa po djetetu -- došao k nama
11:20
about two and a half years ago,
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prije otprilike dvije i pol godine,
11:24
there were some clear ideas.
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postojale su neke jasne ideje.
11:26
He wanted to bring education and he wanted to bring technology,
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Želio je uzeti edukaciju, i želio je uzeti tehnologiju,
11:30
and those are pillars of his life,
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i to su dva stupa njegovog života,
11:31
but also pillars of the mission of One Laptop per Child.
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ali ujedno i stupovi misije jednog laptopa po djetetu.
11:37
But the third pillar that he talked about was design.
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Ali treći stup o kojem je pričao je bio dizajn.
11:41
And at the time, I wasn't really working on computers.
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A u to vrijeme nisam baš radio na računalima.
11:45
I didn't really want to, from the previous adventure.
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Doista nisam želio, još iz prethodne avanture.
11:47
But what he said was really significant,
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Ali ono što je rekao je uistinu bilo značajno,
11:50
is that design was going to be why the kids
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a to je da će dizajn biti upravo ono zbog čega će djeca
11:52
were going to love this product,
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voljeti ovaj proizvod.
11:54
how we were going to make it low cost, robust.
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Kako ćemo ga učiniti jeftinim, snažnim,
11:56
And plus, he said he was going to get rid of the Caps Lock key --
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i plus, rekao je da ćemo se riješiti "Cap Lock" tipke --
12:03
(Laughter) --
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(Smijeh)
12:05
and the Num Lock key, too.
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-- i "Num Lock" tipke isto tako.
12:07
So, I was convinced. We designed it to be iconic,
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Dakle, bio sam uvjeren. Dizajnirali smo ga da bude ikonski,
12:11
to look different. To look like it's for a kid, but not like a toy.
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da izgleda drugačije, da izgleda kao da je za dijete, ali ne poput igračke.
12:17
And then the integration of
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I zatim integracija
12:19
all these great technologies, which you've heard about,
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svih tih odličnih tehnologija o kojima ste čuli,
12:22
the Wi-Fi antennas that allow the kids to connect;
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WiFi antene koje dozvoljavaju djeci da se spoje;
12:25
the screen, which you can read in sunlight;
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ekran s kojega možete čitati po suncu;
12:29
the keyboard, which is made out of rubber,
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tipkovnica, koja je napravljena iz gume,
12:31
and it's protected from the environment.
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i zaštićena je od okoliša.
12:33
You know, all these great technologies really happened
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Znate, sve te odlične tehnologije su se uistinu dogodile
12:36
because of the passion and
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zbog te strasti i
12:40
the OLPC people and the engineers.
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ljudi koji rade na projektu jedan laptop po djetetu i inžinjera.
12:43
They fought the suppliers,
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Borili su se s dobavljačima,
12:45
they fought the manufacturers.
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borili su se s proizvođačima.
12:49
I mean, they fought like animals
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Mislim, borili su se poput životinja
12:53
for this to remain they way it is.
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da to ostane kako je.
12:55
And in a way, it is that will that makes projects like this one --
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I na način na koji će projektima poput ovoga,
13:02
allows the process
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omogućiti proces
13:03
from not destroying the original idea.
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neuništavanja izvorne ideje.
13:06
And I think this is something really important.
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I mislim kako je to nešto jako važno.
13:08
So, now you get these pictures --
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Dakle, sada vam je malo jasnije --
13:11
you get up in the morning, and you see the kids in Nigeria
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ustanete ujutro, i vidite tu djecu u Nigeriji
13:14
and you see them in Uruguay
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i vidite ih u Urugvaju
13:16
with their computers, and in Mongolia.
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sa svojim računalima, i u Mongoliji.
13:20
And we went away from obviously the beige.
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I promijenili smo boju iz očito bež --
13:23
I mean it's colorful, it's fun.
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mislim šareno je; zabavno je.
13:24
In fact, you can see each logo is a little bit different.
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Zapravo, možete vidjeti kako je svaki logo pomalo drugačiji.
13:29
It's because we were able
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To je zato jer smo bili u mogućnosti
13:31
to run, during the manufacturing process,
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isprobavati, tijekom procesa proizvodnje,
13:37
20 colors for the X and the O,
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dvadeset boja za X i za O,
13:38
which is the name of the computer,
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što je ime računala,
13:41
and by mixing them on the manufacturing floor,
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i miješajući ih u pogonima za proizvodnju,
13:44
you get 20 times 20: you get
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dobijete dvadeset puta dvadeset: dobijete
13:48
400 different options there.
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400 različitih opcija.
13:50
So, the lessons from seeing the kids
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Pouke koje smo izvukli promatrajući djecu
13:52
using them in the developing world are incredible.
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kako ih koriste u svijetu u razvoju su nevjerojatne.
13:54
But this is my nephew, Anthony, in Switzerland,
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Ali ovo je moj nećak Anthony, u Švicarskoj,
13:58
and he had the laptop for an afternoon,
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i imao je laptop na jedno poslijepodne,
14:00
and I had to take it back. It was hard.
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i morao sam ga vratiti natrag. Bilo je teško.
14:03
(Laughter)
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(Smijeh)
14:04
And it was a prototype. And a month and a half later,
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I bio je prototip. I mjesec i pol dana kasnije,
14:08
I come back to Switzerland,
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vratio sam se u Švicarsku,
14:09
and there he is playing with his own version.
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i tamo se on igra sa svojom verzijom.
14:15
(Laughter)
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(Smijeh)
14:16
Like paper, paper and cardboard.
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Kao papir, papir i karton.
14:21
So, I'm going to finish with one last project,
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Dakle, završit ću s jednim posljednjim projektom,
14:26
and this is a little bit more of adult play.
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a taj je više za odrasle da se igraju s njim.
14:29
(Laughter)
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(Smijeh)
14:30
Some of you might have heard about the New York City condom.
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Neki od vas su možda čuli za kondom New Yorka.
14:34
It's actually just launched, actually launched on Valentine's Day,
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Zapravo je upravo lansiran, zapravo lansiran na Valentinovo,
14:39
February 14, about 10 days ago.
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14-tog veljače, prije otprilike deset dana.
14:42
So, the Department of Health in New York came to us,
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Dakle, Zavod za zdravstvo New Yorka je došao do nas,
14:46
and they needed a way to distribute
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i trebali su pronaći način da distribuiraju
14:51
36 million condoms for free to the citizens of New York.
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36 milijuna kondoma besplatno građanima New Yorka.
14:56
So a pretty big endeavor, and we worked on the dispensers.
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Dakle, prilično velik izazov, i radili smo na uređajima za distribuciju;
15:01
These are the dispensers. There's this friendly shape.
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ovo su ti uređaji za distribuciju. Ovo je prijateljska verzija.
15:04
It's a little bit like designing a fire hydrant,
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Pomalo je nalik dizajniranju hidranta za vodu,
15:09
and it has to be easily serviceable:
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i mora se moći lako servisirati:
15:14
you have to know where it is and what it does.
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morate znati gdje se nalazi i što radi.
15:17
And we also designed the condoms themselves.
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I dizajnirali smo i same kondome.
15:22
And I was just in New York at the launch,
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I bio sam u New Yorku na lansiranju,
15:24
and I went to see all these places where they're installed:
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i otišao sam vidjeti sva ta mjesta gdje su postavljeni.
15:27
this is at a Puerto Rican little mom-and-pop store;
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Ovo je Puerto Rican, mala trgovina,
15:32
at a bar in Christopher Street; at a pool hall.
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u baru u ulici Christopher, u biljarnici.
15:36
I mean, they're being installed in homeless clinics -- everywhere.
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Mislim, postavljeni su posvuda u klinikama za beskućnike.
15:39
Of course, clubs and discos, too.
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Naravno u klubovima i diskotekama također.
15:43
And here's the public service announcement for this project.
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A ovo je obavijest javne službe za taj projekt.
15:45
(Music)
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(Glazba)
16:00
(Laughter)
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(Smijeh)
16:01
Get some.
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Uzmite nekoliko.
16:03
(Applause)
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(Pljesak)
16:09
So, this is really where design
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Dakle, ovo je doista gdje dizajn
16:13
is able to create a conversation.
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je u mogućnosti stvoriti razgovor.
16:14
I was in these venues, and people were,
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Bio sam na tim mjestima, i ljudi su,
16:17
you know, really into getting them. They were excited.
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znate, doista se zainteresirali za njih. Bili su uzbuđeni.
16:20
It was breaking the ice,
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Razbijalo je led,
16:25
it was getting over a stigma,
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prelazilo je preko stigme,
16:27
and I think that's also what design can do.
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i mislim kako je to ono što dizajn isto može učiniti.
16:31
So, I was going to
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Stoga ću
16:32
throw some condoms in the room and whatnot,
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baciti nekoliko kondoma po prostoriji i što sve ne,
16:36
but I'm not sure it's the etiquette here.
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ali nisam siguran kako je ovdje to običaj.
16:40
(Laughter)
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(Smijeh)
16:41
Yeah? All right, all right. I have only a few.
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Da, u redu, u redu. Imam ih samo nekoliko.
16:43
(Laughter)
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(Smijeh)
16:46
(Applause)
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(Pljesak)
16:49
So, I have more, you can always ask me for some more later.
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Imam ih još, uvijek me možete pitati kasnije za još.
16:56
(Laughter)
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(Smijeh)
16:57
And if anybody asks why you're carrying a condom,
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A ako vas itko pita zašto nosite kondom,
17:01
you can just say you like the design.
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možete samo reći da volite dizajn.
17:02
(Laughter)
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(Smijeh)
17:06
So, I'll finish with just one thought:
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Završit ću samo jednom mišlju:
17:08
if we all work together on creating value,
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ako svi radimo zajedno na stvaranju vrijednosti,
17:12
but if we really keep in mind the values of the work that we do,
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ali ako uistinu čuvamo u mislima vrijednosti rada koji obavljamo,
17:16
I think we can change the work that we do.
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mislim da možemo promijeniti posao koji radimo.
17:22
We can change these values, can change the companies we work with,
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Možemo promijeniti te vrijednosti, možemo promijeniti kompanije s kojima radimo,
17:25
and eventually, together, maybe we can change the world.
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i naposljetku, zajedno, možda možemo promijeniti svijet.
17:30
So, thank you.
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Stoga, hvala vam.
17:31
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Yves Behar - DesignerYves Behar has produced some of the new millennium's most coveted objects, like the Leaf lamp, the Jawbone headset, and the XO laptop for One Laptop per Child.
Why you should listen
Over the past decade, Yves Behar and his firm fuseproject have become the design group that companies turn to for a game-changing idea. Take the re-invention of the Bluetooth headset, for one; or the re-envigoration of the venerable but dowdy Birkenstock line; or Behar's LED-chic Leaf lamp for Herman Miller.
And yes, Behar and fuseproject are the people who put the green bunny ears on the XO laptop -- and are redesigning the next-gen XOXO laptop due in 2010. This quirky but deeply felt project encapsulates much of his recent work, fusing gotta-have-it design with a mission of social responsibility.
Yves Behar | Speaker | TED.com