ABOUT THE SPEAKER
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.

Why you should listen

Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.

More profile about the speaker
Renny Gleeson | Speaker | TED.com
TED2009

Renny Gleeson: Our antisocial phone tricks

Renny Gleeson o asocijalnim trikovima na telefonu

Filmed:
1,365,298 views

U ovom zabavnom (i zapravo oštrom) trominutnom govoru, socijalni strateg Renny Gleeson slama naš uvijek-u-tijeku društveni svijet, gdje je iskustvo koje trenutno doživljavamo manje zanimljivo od onoga što ćemo o njemu kasnije tweetati.
- Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio

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

00:12
What I wanted to talk to you about todaydanas is two things:
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Danas bih želio govoriti o dvijema stvarima:
00:15
one, the riseustati of a cultureKultura of availabilityRaspoloživost;
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prvo, napredak kulture dostupnosti,
00:18
and two, a requestzahtjev.
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i drugo, jedan zahtjev.
00:21
So we're seeingvidim a riseustati of this availabilityRaspoloživost
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Vidimo rast dostupnosti
00:23
beingbiće drivenupravljan by mobilemobilni deviceuređaj proliferationproliferacija,
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koju pokreće rastuće posjedovanje mobitela,
00:26
globallyglobalno, acrosspreko all socialsocijalni strataslojeva.
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globalno, kroz sve društvene slojeve.
00:28
We're seeingvidim, alonguz with that proliferationproliferacija of mobilemobilni devicesuređaji,
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Vidimo, zajedno s rastom ljudi koji posjeduju mobilne uređaje,
00:31
an expectationočekivanja of availabilityRaspoloživost.
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očekivanje dostupnosti.
00:33
And, with that, comesdolazi the thirdtreći pointtočka,
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I, s time, dolazimo do treće poante,
00:35
whichkoji is obligationobaveza -- and an obligationobaveza to that availabilityRaspoloživost.
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a to je obveza -- obveza stalnoj dostupnosti.
00:38
And the problemproblem is, we're still workingrad throughkroz,
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A problem je, na kojem još uvijek radimo,
00:41
from a societaldruštvene standpointstanovište,
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s društvene točke gledišta,
00:43
how we allowdopustiti people to be availabledostupno.
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kako dopuštamo ljudima da budu dostupni.
00:46
There's a significantznačajan deltadelta, in factčinjenica,
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Postoji značajna delta (razilaženje), u činjenici,
00:48
betweenizmeđu what we're willingspreman to acceptprihvatiti.
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između onoga što smo spremni prihvatiti --
00:50
ApologiesIsprike to HansHans RoslingRosling --
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isprike Hansu Roslingu.
00:51
he said anything that's not usingkoristeći realstvaran statsStatistika is a lielaž --
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On je rekao kako je laž sve što ne koristi stvarne podatke --
00:54
but the bigvelika deltadelta there
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ali veliko razilaženje ovdje
00:56
is how we dealdogovor with this from a publicjavnost standpointstanovište.
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je kako se ponašamo prema tome s javne točke gledišta.
00:59
So we'veimamo developedrazvijen certainsiguran tacticstaktika and strategiesstrategije
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Tako smo razvili određene taktike i strategije
01:02
to coverpokriti up.
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kako bi se prikrili.
01:04
This first one'sjedan je calledzvao "the leanmršav."
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Prva se naziva "mršava".
01:06
And if you've ever been in a meetingsastanak where you playigrati sortvrsta of meetingsastanak "chickenpiletina,"
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I ako ste ikada bili na sastanku gdje ste glumili "kokoš",
01:09
you're sittingsjedenje there, looking at the personosoba, waitingčekanje for them to look away,
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sjedite tamo, gledate u osobu, čekajući da se ta osoba okrene,
01:12
and then quicklybrzo checkingprovjeravanje the deviceuređaj.
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i onda brzo provjeravate uređaj.
01:14
AlthoughIako you can see the gentlemangospodin up on the right is bustingbusting him.
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Premda se ovdje vidi kako ga je gospodin s gornje desne strane uhvatio.
01:17
"The stretchrastezanje."
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"Istezanje"
01:18
OK, the gentlemangospodin on the left is sayingizreka, "ScrewVijak you,
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OK, gospodin s lijeve strane kaže, "Nosi se,
01:21
I'm going to checkprovjeriti my deviceuređaj."
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provjeriti ću svoj uređaj."
01:23
But the guy, here, on the right,
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Ali dečko, ovdje, s desna,
01:25
he's doing the stretchrastezanje.
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on izvodi istezanje.
01:27
It's that reeeee-e-e-eachREEEEE-e-e-svaki out, the physicalfizička contortioniskrivljenost
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To je ono proo-teee-zaa-njeee, fizička iskrivljenost
01:29
to get that deviceuređaj just belowispod the tabletoptabletop.
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kako biste prenijeli uređaj tik ispod stola.
01:31
Or, my favoriteljubimac, the "Love you; mean it."
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Ili, moje omiljeno, "Volim te; mislim to."
01:34
(LaughterSmijeh)
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(Smijeh)
01:36
Nothing sayskaže "I love you"
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Ništa ne govori, "Volim te"
01:38
like "Let me find somebodyneko elsedrugo I give a damnproklet about."
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poput "Daj da pronađem nekog drugog do koga mi je stalo."
01:40
Or, this one, comingdolazak to us from IndiaIndija.
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Ili, ovo, dolazi iz Indije.
01:42
You can find this on YouTubeMladost,
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Možete je pronaći na YouTube,
01:44
the gentlemangospodin who'stko je recumbentležeći on a motorcyclemotorcikl
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gospodin koji leži na motociklu
01:46
while texttekst messagingporuka.
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dok šalje smsove.
01:47
Or what we call the "sweetslatko gravyumak od pečenja, stop me before I killubiti again!"
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Ili ono što nazivamo "dragi bože, zaustavi me prije nego što opet nekoga ubijem!"
01:51
That is actuallyzapravo the deviceuređaj.
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Ovo je u stvari uređaj.
01:54
What this is doing is, we find a --
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Ono što radi jest, nalazimo --
01:56
(LaughterSmijeh)
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(Smijeh)
01:58
a directdirektno collisionsudar --
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direktni sraz --
02:02
we find a directdirektno collisionsudar betweenizmeđu availabilityRaspoloživost --
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pronađemo direktni sraz između dostupnosti --
02:05
and what's possiblemoguće throughkroz availabilityRaspoloživost --
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i onoga što je moguće kroz dostupnost --
02:08
and a fundamentalosnovni humanljudski need -- whichkoji we'veimamo been hearingsluh about a lot, actuallyzapravo --
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i osnovne ljudske potrebe -- o kojoj smo puno slušali --
02:11
the need to createstvoriti sharedpodijeljen narrativespriče.
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potrebe da se kreiraju zajedničke priče.
02:15
We're very good at creatingstvaranje personalosobni narrativespriče,
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Mi smo jako dobri u stvaranju osobnih priča,
02:18
but it's the sharedpodijeljen narrativespriče that make us a cultureKultura.
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ali nas zajedničke priče koje nas čine kulturom.
02:21
And when you're standingstajati with someonenetko,
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I kada stojite s nekim,
02:24
and you're on your mobilemobilni deviceuređaj,
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i koristite mobilni uređaj
02:26
effectivelyučinkovito what you're sayingizreka to them is,
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efektivno ono što im govorite jest,
02:28
"You are not as importantvažno as, literallydoslovce,
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"Nisi toliko važan kao, doslovno,
02:31
almostskoro anything that could come to me throughkroz this deviceuređaj."
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gotovo sve što je moglo doći do mene preko ovog uređaja."
02:34
Look around you.
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Pogledajte oko sebe.
02:37
There mightmoć be somebodyneko on one right now,
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Možda postoji netko tko upravo sada,
02:39
participatingkoji sudjeluje in multi-dimensionalvišedimenzionalan engagementangažman.
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učestvuje u multi-dimenzionalnom angažmanu.
02:42
(LaughterSmijeh)
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(Smijeh)
02:44
Our realitystvarnost right now is lessmanje interestingzanimljiv
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Naša stvarnost sada je manje interesantna
02:47
than the storypriča we're going to tell about it laterkasnije.
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od priče koju ćemo o njoj kasnije ispričati.
02:50
This one I love.
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Ovu volim.
02:52
This poorsiromašan kiddijete, clearlyjasno a propProp --
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Jadno dijete, očigledno je potpora --
02:54
don't get me wrongpogrešno, a willingspreman propProp --
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nemojte me krivo shvaiti, voljna potpora --
02:56
but the kisspoljubac that's beingbiće documenteddokumentirati kindljubazan of looksizgled like it sucksje sranje.
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ali poljubac koji je dokumentiran izgleda nekako bezveze.
02:59
This is the soundzvuk of one handruka clappingpljeskanje.
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Ovo je zvuk jedne ruke koja plješće.
03:02
So, as we loseizgubiti the contextkontekst of our identityidentitet,
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Dakle, dok gubimo kontekst našeg identiteta,
03:06
it becomespostaje incrediblynevjerojatno importantvažno
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postaje nam izuzetno važno
03:09
that what you sharePodjeli becomespostaje the contextkontekst of sharedpodijeljen narrativepripovijest,
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da ono što dijelimo postaje kontekst podijeljene priče,
03:12
becomespostaje the contextkontekst in whichkoji we liveživjeti.
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postaje kontekst unutar kojeg živimo.
03:14
The storiespriče that we tell -- what we pushgurnuti out --
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Priče koje pričamo -- ono što izbacujemo --
03:17
becomespostaje who we are.
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postaje ono što jesmo.
03:19
People aren'tnisu simplyjednostavno projectingstrše identityidentitet,
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Mi jednostavno projeciramo identitet,
03:21
they're creatingstvaranje it.
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oni ga stvaraju.
03:23
And so that's the requestzahtjev I have for everybodysvi in this roomsoba.
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A zahtjev koji imam za sve u ovoj dvorani.
03:25
We are creatingstvaranje the technologytehnologija
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Stvaramo tehnologiju
03:26
that is going to createstvoriti the newnovi sharedpodijeljen experienceiskustvo,
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koja će stvoriti novo podijeljeno iskustvo,
03:28
whichkoji will createstvoriti the newnovi worldsvijet.
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koje će stvoriti novi svijet.
03:30
And so my requestzahtjev is,
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Moj zahtjev je,
03:32
please, let's make technologiestehnologije
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molim vas, stvarajmo tehnologije
03:34
that make people more humanljudski,
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koje će učiniti ljude humanijima,
03:36
and not lessmanje.
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a ne manje humanima.
03:38
Thank you.
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Hvala vam.
Translated by Mislav Ante Omazić - EFZG
Reviewed by Igor Dobec

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ABOUT THE SPEAKER
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.

Why you should listen

Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.

More profile about the speaker
Renny Gleeson | Speaker | TED.com