ABOUT THE SPEAKER
Malcolm Gladwell - Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.

Why you should listen

Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.

Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.

Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions. 

He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
 

More profile about the speaker
Malcolm Gladwell | Speaker | TED.com
TED2004

Malcolm Gladwell: Choice, happiness and spaghetti sauce

Malcolm Glawell o omaki za špagete

Filmed:
8,618,534 views

Malcolm Gladwell, avtor knjige Tipping Point, se v lovu na popolno omako za špagete spusti v način razmišljanja prehrambene industrije in obrazloži zapleteno razmerje med izbiro in srečo.
- Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio

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

Mislim, da bi moral govoriti o svoji novi knjigi,
00:25
I think I was supposeddomnevno
to talk about my newnovo bookknjigo,
0
515
2461
00:27
whichki is calledpozval "BlinkUtripa,"
1
3000
1879
ki se imenuje "Preblisk" in govori o hipnih sodbah in prvih vtisih.
00:29
and it's about snapsnap judgmentssodbe
and first impressionsvtisi.
2
4903
2744
00:32
And it comesprihaja out in JanuaryJanuarja,
and I hopeupanje you all buykupiti it in triplicatetrikratnik.
3
8000
3791
Knjiga bo izšla januarja in upam, da jo boste vsi kupili v treh izvodih.
00:36
(LaughterSmeh)
4
11815
1474
Ampak, premišljeval sem,
00:38
But I was thinkingrazmišljanje about this,
5
13313
1663
00:39
and I realizedrealiziran that althoughčeprav
my newnovo bookknjigo makesnaredi me happyvesel,
6
15000
4210
in ugotovil, da čeprav me nova knjiga osrečuje,
in mislim, da bo osrečila tudi mojo mamo,
00:44
and I think would make my mothermama happyvesel,
7
19234
2636
00:46
it's not really about happinesssreča.
8
21894
2458
knjiga pravzaprav ni o sreči.
Zato sem se odločil, da bom raje govoril o nekom,
00:49
So I decidedodločil insteadnamesto tega,
I would talk about someonenekdo
9
24376
3600
00:52
who I think has doneKončano as much
to make AmericansAmeričani happyvesel
10
28000
3679
ki je naredil zelo veliko zato, da bi osrečil Američane,
morda več kot kdorkoli drug v zadnjih dvajsetih letih.
00:56
as perhapsmorda anyonekdorkoli over the last 20 yearslet,
11
31703
3273
00:59
a man who is a great
personalosebno herojunak of minemoj:
12
35000
2976
Mož, ki je tudi moj osebni heroj.
01:02
someonenekdo by the nameime of HowardHoward MoskowitzMoskowitz,
13
38000
2976
Človek po imenu Howard Moskowitz,
01:05
who is mostnajbolj famousslavni
for reinventingponovno odkrivanje spaghettišpageti sauceomaka.
14
41000
3100
najbolj znan po tem, da je ponovno izumil omako za špagete.
Howard je velik približno toliko in okrogel,
01:10
Howard'sHoward je about this highvisoko, and he's roundokrogla,
15
45323
4653
01:14
and he's in his 60s,
and he has bigvelik hugeogromno glassesočala
16
50000
5089
zdaj je v svojih šestedestih in nosi velika očala,
ima vedno redkejše sive lase in izžareva posebno živahnost ter vitalnost,
01:19
and thinningredčenje graysiva hairlasje,
17
55113
1793
01:21
and he has a kindvrste of wonderfulČudovito
exuberanceizobilje and vitalityvitalnost,
18
56930
3824
ima papigo in rad hodi v opero,
01:25
and he has a parrotpapiga,
and he lovesljubi the operaopera,
19
60778
3008
01:28
and he's a great aficionadoaficionado
of medievalsrednjeveški historyzgodovina.
20
63810
4091
in je velik ljubitelj srednjeveške zgodovine.
Po poklicu je psihofizik.
01:33
And by professionpoklic, he's a psychophysicistpsihofizikar.
21
68203
2604
01:35
Now, I should tell you that I have no ideaideja
what psychophysicspsihofizika is,
22
70831
4637
Naj vam povem, da se mi niti ne sanja, kaj pravzaprav je psihofizika,
čeprav sem v nekem obdobju dve leti hodil z dekletom,
01:40
althoughčeprav at some pointtočka in my life,
23
75492
1690
01:42
I dateddatum a girlpunca for two yearslet
24
77206
1446
01:43
who was gettingpridobivanje
her doctoratedoktorat in psychophysicspsihofizika.
25
78676
2240
ki je delala svoj doktorat na področju psihofizike.
01:45
WhichKi should tell you something
about that relationshiprazmerje.
26
80940
3544
To vam najbrž razloži marsikaj o najinemu odnosu. (smeh)
01:49
(LaughterSmeh)
27
84508
2297
01:51
As fardaleč as I know, psychophysicspsihofizika
is about measuringmeriti things.
28
86829
3147
Kolikor jaz vem, se psihofizika ukvarja z merjenjem stvari.
01:54
And HowardHoward is very interestedzainteresirani
in measuringmeriti things.
29
90000
2631
Howarda pa merjenje stvari nadvse zanima.
Doktoriral je na Harvardu,
01:57
And he graduateddiplomiral
with his doctoratedoktorat from HarvardHarvard,
30
92655
2373
in odprl svetovalnico v mestu White Plains v New Yorku.
01:59
and he setnastavite up a little consultingsvetovanje shoptrgovina
in WhiteBela PlainsRavnicah, NewNove YorkYork.
31
95052
3248
Ena izmed njegov prvih strank -- to je bilo dolgo nazaj, v 70ih
02:03
And one of his first clientsstranke was PepsiPepsi.
32
99055
2358
02:06
This is manyveliko yearslet agonazaj,
back in the earlyzgodaj 70s.
33
101437
3078
-- ena izmed njegovih prvih strank je bilo podjetje Pepsi.
Pri Pepsiju so stopili do Howarda in mu rekli,
02:10
And PepsiPepsi cameprišel to HowardHoward and they said,
34
105444
1912
"Veš, obstaja neka nova stvar, ki se imenuje aspartam,
02:12
"You know, there's this newnovo
thing calledpozval aspartameaspartam,
35
107380
2398
in mi bi radi naredili Diet Pepsi.
02:14
and we would like to make DietPrehrana PepsiPepsi.
36
109802
1884
02:16
We'dMi bi like you to figureštevilka out
37
111710
1977
Radi bi, da ugotoviš, kolikšna količina aspartama je potrebna
02:18
how much aspartameaspartam we should put
in eachvsak can of DietPrehrana PepsiPepsi
38
113711
3506
v vsaki pločevinki, da bomo imeli popolno pijačo." V redu?
02:22
in orderred to have the perfectpopolno drinkpijte."
39
117241
1757
02:24
Now that soundszvoki like an incrediblyneverjetno
straightforwardpreprosto questionvprašanje to answerodgovor,
40
119721
4255
No, to se sliši kot precej enostavno zastavljeno vprašanje,
02:28
and that's what HowardHoward thought.
41
124000
1477
in to je mislil tudi Howard. Pri Pepsiju so mu povedali,
02:30
Because PepsiPepsi told him,
42
125501
1301
"Glej, delamo na področju med 8% in 12%.
02:31
"We're workingdelo with a bandband
betweenmed eightosem and 12 percentodstotkov.
43
126826
2683
Vse kar je pod 8%, ni dovolj sladko,
02:34
Anything belowspodaj eightosem percentodstotkov
sweetnesssladkost is not sweetsladko enoughdovolj;
44
129533
2919
vse kar je nad 12%, je presladko.
02:37
anything abovenad 12 percentodstotkov
sweetnesssladkost is too sweetsladko.
45
132476
3239
02:40
We want to know: what's the sweetsladko
spotspot betweenmed 8 and 12?"
46
135739
3083
Radi bi vedeli, kje je prava sladka točka med 8% in 12%?
02:44
Now, if I gavedala you this problemproblem to do,
you would all say, it's very simplepreprosto.
47
139372
3961
No, če bi ta problem zastavil vam, bi vi rekli, da je to zelo preprosto.
Namreč, potrebno je le narediti veliko testno skupino pijač Pepsi,
02:48
What we do is you make up
a bigvelik experimentaleksperimentalni batchserija of PepsiPepsi,
48
143357
3619
02:51
at everyvsak degreestopnja of sweetnesssladkost --
eightosem percentodstotkov, 8.1, 8.2, 8.3,
49
147000
4486
za vsako stopnjo sladkosti - 8%, 8.1%, 8.2%, 8.3%,
vse do 12% - in to postavimo pred tisoče ljudi,
02:56
all the way up to 12 --
50
151510
1281
02:57
and we try this out
with thousandstisoče of people,
51
152815
2489
rezultate razporedimo v obliki krivulje,
03:00
and we plotparcela the resultsrezultate on a curvekrivulja,
52
155328
2206
03:02
and we take the mostnajbolj popularpriljubljena
concentrationkoncentracija, right?
53
157558
2981
in izberemo najbolj priljubljeno koncentracijo. Ja? Zelo preprosto.
03:05
Really simplepreprosto.
54
160563
1255
03:06
HowardHoward does the experimentposkus,
and he getsdobi the datapodatkov back,
55
161842
2540
Howard naredi poskus, dobi rezulate, nariše rezulate na krivuljo,
03:09
and he plotsparcele it on a curvekrivulja,
56
164406
1341
in ugotovi, da to ni pravilna zvonasta krivulja.
03:10
and all of a suddennenadoma he realizesspozna
it's not a nicelepo bellzvonec curvekrivulja.
57
165771
2864
03:13
In factdejstvo, the datapodatkov doesn't make any sensesmisel.
58
168659
1954
Pravzaprav, rezultati so brez vsakršne logike.
Cela zmeda. Nobenega reda.
03:15
It's a messnered. It's all over the placemesto.
59
170637
1782
03:17
Now, mostnajbolj people in that businessposlovanje,
in the worldsvet of testingtestiranje foodhrano and suchtako,
60
173000
4613
No, večina ljudi v tem poslu testiranja hrane in podobno,
03:22
are not dismayedzastrašujoče
when the datapodatkov comesprihaja back a messnered.
61
177637
2817
ni prav nič začudenih, če so rezultati tako nelogični.
03:25
They think, "Well, you know,
62
180478
1492
Mislijo si, da, saj veste, ni lahko ugotoviti kaj si ljudje mislijo o koli.
03:26
figuringfiguring out what people think
about cola'skola not that easyenostavno."
63
181994
2834
03:29
"You know, maybe we madeizdelane an errornapaka
somewherenekje alongskupaj the way."
64
184852
2825
Morda, smo med poskusom naredili kakšno napako.
Poskusimo raje z logičnim razmišljanjem,
03:32
"You know, let's just
make an educatedizobraženi guessugibati,"
65
187701
2197
03:34
and they simplypreprosto pointtočka
and they go for 10 percentodstotkov,
66
189922
2385
in tako se odločijo za deset procentov, točno v sredini.
03:37
right in the middlesredi.
67
192331
1075
03:38
HowardHoward is not so easilyenostavno placatedutrujen.
68
194000
1976
Howard ni tako hitro pomirjen.
03:40
HowardHoward is a man of a certainnekateri degreestopnja
of intellectualintelektualca standardsstandardov.
69
196000
2912
Howard, navsezadnje, ima določene standarde.
03:43
And this was not good enoughdovolj for him,
70
198936
2040
In to zanj ni bilo dovolj dobro,
03:45
and this questionvprašanje bedeviledbedeviled him for yearslet.
71
201000
2282
tako ga je ta problem obsedal še leta.
Problem je temeljito premislil in si rekel, le kaj je šlo narobe?
03:48
And he would think it throughskozi
and say, "What was wrongnarobe?
72
203306
2670
03:50
Why could we not make sensesmisel
of this experimentposkus with DietPrehrana PepsiPepsi?"
73
206000
3685
Zakaj je bil poskus z Diet Pepsijem tako nelogičen?
In nekega dne, ko je večerjal v White Plains,
03:55
And one day, he was sittingsedi
in a dinervečerja in WhiteBela PlainsRavnicah,
74
210360
2616
03:57
about to go tryingposkušam to dreamsanje up
some work for NescafNescafé.
75
213000
2976
že je premišljeval, da bi delal za podjetje Nescafe.
Nenadoma, kot strela z jasnega, ga je prešinilo.
04:01
And suddenlynenadoma, like a boltvijak of lightningstrela,
the answerodgovor cameprišel to him.
76
216336
3484
Da, ko so analizirali rezulate s Pepsijeva poskusa,
04:04
And that is, that when they analyzedanalizirali
the DietPrehrana PepsiPepsi datapodatkov,
77
220153
2674
04:07
they were askingsprašujem the wrongnarobe questionvprašanje.
78
222851
1722
so odgovarjali na napačno vprašanje.
04:09
They were looking for the perfectpopolno PepsiPepsi,
79
224597
2130
Iskali so en sam popoln Pepsi,
04:11
and they should have been
looking for the perfectpopolno PepsisPepsije.
80
226751
2963
namesto tega pa bi morali iskati popolne Pepsije. Verjemite.
04:15
TrustZaupanje me.
81
230814
1011
04:16
This was an enormousogromno revelationrazodetje.
82
231849
2127
To je bilo veličastno odkritje.
04:18
This was one of the mostnajbolj brilliantsijajno
breakthroughsprodorih in all of foodhrano scienceznanost.
83
234000
3675
To je bilo eno najbolj briljantnih odkritij v vsej prehrambeni industriji.
In Howard se je nemudoma odpravil na cesto,
04:22
HowardHoward immediatelytakoj wentšla on the roadcesta,
84
237699
1718
šel je na konference po vsej državi,
04:24
and he would go to conferenceskonference
around the countrydržava,
85
239441
2358
vstaljal je in govoril,
04:26
and he would standstojalo up and say,
86
241823
1558
"Iskali ste popoln Pepsi. Motite se.
04:28
"You had been looking
for the perfectpopolno PepsiPepsi.
87
243405
2063
04:30
You're wrongnarobe.
88
245492
1230
04:31
You should be looking
for the perfectpopolno PepsisPepsije."
89
246746
2508
Iskati bi morali popolne Pepsije."
04:34
And people would look at him
blanklyprazno and say,
90
249857
2436
In ljudje so ga začudeno gledali, in govorili,
"O čem vendar govoriš? To je neumnost."
04:37
"What are you talkinggovoriti about? CrazinessNorost."
91
252317
2063
In rekli bi, saj veste, "Umakni se! Naslednji!"
04:39
And they would say, "MovePremikanje! NextNaslednji!"
92
254404
1572
04:40
TriedPreizkušen to get businessposlovanje,
nobodynihče would hirenajem him --
93
256000
2214
Iskal je zaposlitev, nihče ga ni hotel najeti - bil je obseden,
04:43
he was obsessedobseden, thoughčeprav,
94
258238
1384
in kar naprej in naprej in naprej je govoril o tem.
04:44
and he talkedgovoril about it
and talkedgovoril about it.
95
259646
2007
04:46
HowardHoward lovesljubi the YiddishJidiš expressionizraz
96
261677
1793
Howardu je zelo všeč rek v jidišu,
"za črva v hrenu, pomeni hren ves svet."
04:48
"To a wormčrv in horseradishhren,
the worldsvet is horseradishhren."
97
263494
2482
To je bil njegov hren. (smeh) Obseden je bil z njim!
04:51
This was his horseradishhren.
98
266541
1600
04:52
(LaughterSmeh)
99
268165
1662
04:54
He was obsessedobseden with it!
100
269851
1439
04:56
And finallykončno, he had a breakthroughpreboj.
101
272000
2811
In končno je bil njegov trud poplačan. Poklicali so ga iz podjetja Vlasic Pickles,
04:59
VlasicVlašić PicklesKumarice cameprišel to him,
102
274835
2141
05:01
and they said, "DoctorZdravnik MoskowitzMoskowitz,
we want to make the perfectpopolno picklepickle."
103
277000
4649
in rekli, "G. Moskowitz -- Doktor Moskowitz --
radi bi ustvarili popolne kisle kumarice." In rekel je,
05:06
And he said,
104
281673
1024
"Popolne kisle kumarice niso samo ene, ampak jih je več vrst."
05:07
"There is no perfectpopolno picklepickle;
there are only perfectpopolno pickleskumarice."
105
282721
2929
Prišel je z rezultati in jim rekel, "Ne samo, da morate izboljšati standarno serijo,
05:11
And he cameprišel back to them and he said,
106
286331
1770
05:12
"You don't just need
to improveizboljšati your regularredno;
107
288125
2210
usvariti morate novo serijo pikantnih.
05:15
you need to createustvarite zestyzest."
108
290359
1493
05:16
And that's where we got zestyzest pickleskumarice.
109
291876
1825
In tako so na svet prišle pikantne kisle kumarice.
05:19
Then the nextNaslednji personoseba cameprišel to him:
Campbell'sCampbell SoupJuha.
110
294516
2460
Naslednji so do njega stopili iz podjetja Campbell's Soup.
05:21
And this was even more importantpomembno.
111
297000
2000
To je bilo še pomembnejše. V bistvu,
pri Campbell's Soup si je Howard ustvaril svoj sloves.
05:23
In factdejstvo, Campbell'sCampbell SoupJuha
is where HowardHoward madeizdelane his reputationugled.
112
299024
3046
05:27
Campbell'sCampbell madeizdelane PregoPrego,
113
302420
1393
Campbell's je delal Prego in Prego je v začetku 80ih tekmoval z Ragujem,
05:28
and PregoPrego, in the earlyzgodaj 80s,
was strugglingbori se nextNaslednji to RagRAGù,
114
303837
3868
05:32
whichki was the dominantprevladuje
spaghettišpageti sauceomaka of the 70s and 80s.
115
307729
3365
Ragu je bil v 70ih in 80ih najbolj priljubljena omaka za špagete.
V industirji - ne vem, če vas to sploh zanima,
05:36
In the industryindustrijo -- I don't
know whetherali you carenego about this,
116
311546
2843
niti ne vem koliko časa imam, da vam to povem.
05:39
or how much time I have to go into this.
117
314413
2000
Ampak, v bistvu -- to samo mimogrede --
05:41
But it was, technicallytehnično speakinggovori
-- this is an asideob strani --
118
316437
2630
Prego je imel boljšo paradižnikovo omako kot Ragu.
05:43
PregoPrego is a better tomatoparadižnik sauceomaka than RagRAGù.
119
319091
2060
Kvaliteta paradižnikove mezge je bila boljša, mešanica začimb okusnejša,
05:45
The qualitykakovost of the tomatoparadižnik pastepasta
is much better;
120
321175
2281
05:48
the spicezačimbe mixmešamo is fardaleč superiorboljši;
121
323480
1820
s testeninami se je lepše sprijela.Takrat,
05:50
it adheresse drži to the pastatestenine
in a much more pleasingprijeten way.
122
325324
2486
05:52
In factdejstvo, they would do
the famousslavni bowlskledo testtest
123
327834
2077
so v 70ih in 80ih v podjetjih Ragu in Prego izvedli slavni test skled.
05:54
back in the 70s with RagRAGù and PregoPrego.
124
329935
2645
05:57
You'dBi have a plateplošča of spaghettišpageti,
and you would pourpour it on, right?
125
332604
3492
Imaš krožnik špagetov in ga preliješ z omako, ja?
Ragu izgine na dno krožnika, Prego pa ostane na vrhu.
06:01
And the RagRAGù would all go to the bottomspodaj,
and the PregoPrego would sitsedi on topna vrh.
126
336460
4645
Temu se reče "sprijetje."
06:05
That's calledpozval "adherencespoštovanje."
127
341129
1531
06:07
And, anywayvseeno, despiteKljub the factdejstvo
that they were fardaleč superiorboljši in adherencespoštovanje,
128
342684
4540
No, in čeprav so bili mnogo boljši kar se tiče sprijetja,
imeli so boljšo paradižnikovo mezgo, vseeno pa se je Prego komaj preživljal.
06:12
and the qualitykakovost of theirnjihovi tomatoparadižnik pastepasta,
129
347248
2771
06:14
PregoPrego was strugglingbori se.
130
350043
1369
06:16
So they cameprišel to HowardHoward,
and they said, fixpopravi us.
131
351436
3002
Tako so stopili do Howarda in mu rekli, popravi nas.
06:19
And HowardHoward lookedpogledal
at theirnjihovi productizdelek lineline, and he said,
132
354811
2499
In Howard je pogledal serijo nijihovih izdelkov, in rekel,
to kar imate je društvo mrtvih paradižnikov.
06:22
what you have is a deadmrtev tomatoparadižnik societydružbo.
133
357334
3103
Rekel je, tole bi rad naredil.
06:25
So he said, this is what I want to do.
134
361183
2182
In v sodelovanju z ekipo iz podjetja Campbell's soup,
06:28
And he got togetherskupaj
with the Campbell'sCampbell soupjuha kitchenkuhinja,
135
363389
2556
je naredil 45 različnih omak za špagete. Kombiniral je
06:30
and he madeizdelane 45 varietiessorte
of spaghettišpageti sauceomaka.
136
365969
3461
06:34
And he variedraznolika them accordingglede na
to everyvsak conceivablemogoče zamisliti way
137
369454
2853
vse možne kombinacije paradižnikovih omak.
06:37
that you can varyse razlikujejo tomatoparadižnik sauceomaka:
138
372331
1645
06:38
by sweetnesssladkost, by levelravni of garlicčesen,
139
374000
1858
Po sladkosti, po količini česna, po ostrosti, kislosti, po "paradižnikavosti",
06:40
by tomatoey-nessparadižnik,
by tartnesstartness, by sournesskiselina,
140
375882
3215
po vidnih koščkih - moja najljubši izraz na področju omak za špagete. (smeh)
06:43
by visiblevidno solidstrdne snovi --
141
379121
1340
06:45
my favoritenajljubši termdolgoročno
in the spaghettišpageti sauceomaka businessposlovanje.
142
380485
3261
06:48
(LaughterSmeh)
143
383770
1001
06:49
EveryVsak conceivablemogoče zamisliti way
you can varyse razlikujejo spaghettišpageti sauceomaka,
144
384795
3538
Omake za špagete je variiral na vse možne načine.
06:53
he variedraznolika spaghettišpageti sauceomaka.
145
388357
1779
In vzel je množico teh 45 omak in šel na pot.
06:54
And then he tookvzel this wholeceloto raftsplav
of 45 spaghettišpageti saucesomake,
146
390160
3733
06:58
and he wentšla on the roadcesta.
147
393917
1157
Šel je v New York, šel je v Chicago, šel je v Jacksonville,
06:59
He wentšla to NewNove YorkYork, to ChicagoChicago,
148
395098
1879
šel je v Los Angeles. In povsod je povabil množico ljudi. V velike hale.
07:01
he wentšla to JacksonvilleJacksonville, to LosLos AngelesAngeles.
149
397001
1929
07:03
And he broughtprinesel in people
by the truckloadtovornjak into bigvelik hallsdvorane.
150
398954
3762
07:07
And he satsedel them down for two hoursure,
151
402740
1725
Posedel jih je za dve uri, in jim dal,
07:09
and over the courseseveda of that two hoursure,
he gavedala them tendeset bowlssklede.
152
404489
3327
v roku dveh ur, deset krožnikov.
07:12
TenDeset smallmajhna bowlssklede of pastatestenine,
153
407840
1258
Deset majhnih krožnikov testenin, vsak krožnik z drugo omako.
07:13
with a differentdrugačen spaghettišpageti
sauceomaka on eachvsak one.
154
409122
2458
Vsakič, ko so testenine pojedli, so jih testiranci ocenili, od 0 do 100,
07:16
And after they atejedli eachvsak bowlskledo,
they had to rateoceniti, from 0 to 100,
155
412185
4146
ocenili so kako všeč jim je bila omaka.
07:21
how good they thought
the spaghettišpageti sauceomaka was.
156
416355
2621
Na koncu tega postopka, potem, ko je to delal že mesece in mesece,
07:24
At the endkonec of that processproces,
after doing it for monthsmesecev and monthsmesecev,
157
419490
3071
je imel ogromno bazo podatkov
07:27
he had a mountaingore of datapodatkov
158
422585
1543
o tem kaj Američani menijo glede omak za špagete.
07:28
about how the AmericanAmeriški people
feel about spaghettišpageti sauceomaka.
159
424152
3824
07:32
And then he analyzedanalizirali the datapodatkov.
160
428000
1467
Nato je podatke analiziral.
07:34
Did he look for the mostnajbolj popularpriljubljena
varietysorta of spaghettišpageti sauceomaka?
161
429491
3977
je iskal samo eno popolno omako izmed vseh? Ne!
07:38
No! HowardHoward doesn't believe
that there is suchtako a thing.
162
433492
2754
Howard ne verjame, da taka stvar sploh obstaja.
Namesto tega je gledal rezulate, in rekel,
07:41
InsteadNamesto, he lookedpogledal
at the datapodatkov, and he said,
163
436270
2063
poglejmo ali lahko te podatke razdelimo v skupine.
07:43
let's see if we can groupskupina all these
differentdrugačen datapodatkov pointstočke into clustersgrozdi.
164
438357
5619
07:48
Let's see if they congregatezbere se
around certainnekateri ideasideje.
165
444000
2452
Poglejmo ali se zbirajo okrog določene ideje.
07:51
And sure enoughdovolj, if you sitsedi down,
166
447000
2205
In res, če si se usedel in analiziral vse podatke o omakah,
07:54
and you analyzeanalizirati all this datapodatkov
on spaghettišpageti sauceomaka,
167
449229
3565
07:57
you realizeuresničiti that all AmericansAmeričani
fallpadec into one of threetri groupsskupine.
168
452818
3110
si ugotovil, da vsi Američani padejo v eno izmed treh skupin.
So ljudje, ki imajo radi, da je njihova omaka preprosta,
08:01
There are people
who like theirnjihovi spaghettišpageti sauceomaka plainnavaden;
169
456340
2913
nekateri ljudje imajo radi svojo omako bolj začinjeno,
08:04
there are people
who like theirnjihovi spaghettišpageti sauceomaka spicyzačinjen;
170
459277
2699
08:06
and there are people
who like it extraekstra chunkybrušeni.
171
462000
2244
in so ljudje, ki imajo radi omako z ekstra velikimi koščki.
08:09
And of those threetri factsdejstva,
the thirdtretjino one was the mostnajbolj significantpomembno,
172
464929
4047
Izmed vseh treh, je bila tretja ugotovitev najpomembnejša.
08:13
because at the time, in the earlyzgodaj 1980s,
173
469000
2654
Namreč, v tistem času, v začetku 80ih,
Če si šel v supermarket,
08:16
if you wentšla to a supermarketsupermarket,
174
471678
1500
nisi našel omake za špagete z ekstra velikimi koščki.
08:18
you would not find
extra-chunkyekstra-grub spaghettišpageti sauceomaka.
175
473202
3315
08:21
And PregoPrego turnedobrnjen to HowardHoward, and they said,
176
476987
2013
In Prego se je obrnil k Howardu in rekel,
"Praviš, da tretjina Američanov hrepeni po omaki z ekstra velikimi koščki,
08:23
"You're tellingpovedal me
that one thirdtretjino of AmericansAmeričani
177
479024
2697
08:26
cravehrepenenje extra-chunkyekstra-grub spaghettišpageti sauceomaka
178
481745
3231
08:29
and yetše no one is servicingservisiranje theirnjihovi needspotrebe?"
179
485000
2499
pa vendar ni nikogar, ki bi jim to dal?" In rekel je ja!
08:32
And he said "Yes!"
180
487523
1024
08:33
(LaughterSmeh)
181
488571
1292
(smeh) Prego se je odločil,
08:34
And PregoPrego then wentšla back,
182
489887
1342
in čisto spremenil formulo za njihovo omako,
08:36
and completelypopolnoma reformulatedpreoblikovano
theirnjihovi spaghettišpageti sauceomaka,
183
491253
2372
izdelali so serijo z ekstra velikimi koščki, ki je takoj in popolno
08:38
and cameprišel out with a lineline of extraekstra chunkybrušeni
that immediatelytakoj and completelypopolnoma
184
493649
3654
spremenila način mišljenja v poslu omak za špagete.
08:42
tookvzel over the spaghettišpageti sauceomaka
businessposlovanje in this countrydržava.
185
497327
2984
V naslednjih 10 letih so zaslužili 600 miljonov dolarjev,
08:45
And over the nextNaslednji 10 yearslet,
they madeizdelane 600 millionmilijonov dollarsdolarjev
186
500335
4403
samo s serijo omak z ekstra koščki.
08:49
off theirnjihovi lineline of extra-chunkyekstra-grub saucesomake.
187
504762
2397
08:52
EveryoneVsi elsedrugače in the industryindustrijo lookedpogledal
at HowardHoward had doneKončano, and they said,
188
508000
3490
Vsi drugi v industirji so videli kaj je naredil Howard, in rekli,
"Oh moj bog! Čisto narobe smo razmišljali!"
08:56
"Oh my god! We'veSmo been
thinkingrazmišljanje all wrongnarobe!"
189
511514
2407
08:58
And that's when you startedzačel to get
sevensedem differentdrugačen kindsvrste of vinegarkis,
190
513945
3270
In tako smo dobili 7 različnih vrst kisa,
14 različih vrst gorčic, 71 vrst različnih olivnih olj --
09:02
and 14 differentdrugačen kindsvrste of mustardgorčica,
and 71 differentdrugačen kindsvrste of oliveoljka oilolje.
191
517239
5466
sčasoma je celo Ragu najel Howarda,
09:07
And then eventuallysčasoma
even RagRAGù hirednajel HowardHoward,
192
522729
3247
09:10
and HowardHoward did the exacttočno sameenako thing
for RagRAGù that he did for PregoPrego.
193
526000
3191
in Howard je pri Raguju naredil enako kot pri Pregotu.
Zato danes, ko greste v supermarker, v boljši supermarket,
09:14
And todaydanes, if you go
to a really good supermarketsupermarket,
194
529215
2351
in vidite koliko različnih omak Ragu obstaja --
09:16
do you know how manyveliko RagRAGùs there are?
195
531590
2143
Ali veste koliko jih je? 36!
09:18
36!
196
533757
1000
09:20
In sixšest varietiessorte:
197
535967
1570
V šestih različicah: s sirom, lahka, krepka,
09:22
CheeseSir, LightSvetlobe,
198
537561
3050
09:25
RobustoKrepka, RichRich & HeartyIzvrsten,
199
540635
3102
bogata&zdrava, stara tradicionalna, vrtna z ekstra velikimi koščki. (smeh)
09:28
OldStari WorldSvet TraditionalTradicionalni --
200
543761
1310
09:32
Extra-ChunkyEkstra koščki GardenVrt.
201
547483
1717
09:34
(LaughterSmeh)
202
549224
1752
09:35
That's Howard'sHoward je doing.
203
551000
1744
To je po Howardovi zaslugi. To je Howardovo darilo Američanom.
09:37
That is Howard'sHoward je giftdarilo
to the AmericanAmeriški people.
204
552768
2208
09:39
Now why is that importantpomembno?
205
555000
1681
In zakaj je to pomembno?
09:41
(LaughterSmeh)
206
556705
2271
09:43
It is, in factdejstvo, enormouslyizjemno importantpomembno.
207
559000
2081
To je, pravzaprav, zelo pomembno. Razložil bom zakaj.
09:45
I'll explainpojasnite to you why.
208
561105
1370
09:47
What HowardHoward did is he fundamentallytemeljito
changedspremenjeno the way the foodhrano industryindustrijo thinksmisli
209
562499
4121
Na ta način je Howard korenito spremenil mišljenje prehrambene industrije
o tem kako osrečiti ljudi.
09:51
about makingizdelavo you happyvesel.
210
566644
1421
09:53
AssumptionPredpostavka numberštevilka one
in the foodhrano industryindustrijo used to be
211
569000
2976
Prva predpostavka v prehrambeni industriji je nekoč bila,
09:56
that the way to find out
what people want to eatjesti,
212
572000
2700
da je način kako ugotoviti kaj ljudje radi jedo --
09:59
what will make people happyvesel,
is to askvprašajte them.
213
574724
2337
to kar vas osreči -- da jih vprašaš.
10:02
And for yearslet and yearslet and yearslet,
214
577628
1658
In leto, za letom, za letom so v podjejih Ragu in Prego
10:04
RagRAGù and PregoPrego would have focusosredotočiti groupsskupine,
215
579310
2238
delali teste s skupinami, posedli bi vas in vas vprašali,
10:06
and they would sitsedi you down,
and they would say,
216
581572
2460
"Kaj hočeš imeti v omaki za špagete? Povej nam, kaj hočeš."
10:08
"What do you want in a spaghettišpageti sauceomaka?
217
584056
1873
10:10
Tell us what you want
in a spaghettišpageti sauceomaka."
218
585953
2075
In po vseh teh letih -- 20, 30 letih --
10:12
And for all those yearslet -- 20, 30 yearslet --
219
588052
2924
10:15
throughskozi all those focusosredotočiti groupskupina sessionsseje,
220
591000
1976
pri vseh testnih skupinah,
10:17
no one ever said they wanted extra-chunkyekstra-grub.
221
593000
3021
nihče ni rekel, da bi imel omako z ekstra velikimi koščki.
10:21
Even thoughčeprav at leastvsaj a thirdtretjino of them,
deepgloboko in theirnjihovi heartssrca, actuallydejansko did.
222
596754
3451
Čeprav je vsaj tretjina ljudi, globoko v srcu, to želela.
(smeh)
10:25
(LaughterSmeh)
223
600229
1793
10:27
People don't know what they want!
224
602696
2012
Ljudje ne vedo, kaj bi pravzaprav radi! Kajne?
10:29
As HowardHoward lovesljubi to say,
225
604732
1446
Kot Howard rad pravi, "Glava ne ve, česa si jezik želi."
10:31
"The mindum knowsve not
what the tonguejezik wants."
226
606202
2752
To je skrivnost!
10:33
It's a mysteryskrivnost!
227
608978
1152
10:34
(LaughterSmeh)
228
610154
1004
In kritičen korak pri razumevanju naših želja
10:35
And a criticallykritično importantpomembno stepkorak
229
611182
2406
10:38
in understandingrazumevanje
our ownlastno desiresželje and tastesokusi
230
613612
3331
in okusov je, da dojamemo da ne moremo vedno razumeti kaj hočemo.
10:41
is to realizeuresničiti that we cannotne morem always
explainpojasnite what we want, deepgloboko down.
231
616967
3632
Če bi vas vse v dvorani naprimer vprašal, kakšno kavo si želite,
10:46
If I askedvprašal all of you, for exampleprimer,
in this roomsoba, what you want in a coffeekava,
232
621242
4036
ali veste kaj bi mi odgovorili? Vsi bi rekli "rad bi temno, bogato, krepko mešanico."
10:50
you know what you'dTi bi say?
233
625302
1328
10:51
EveryVsak one of you would say,
"I want a darktemno, richbogat, heartysrčno roastpečenka."
234
626654
4239
To vedno rečejo ljudje, ko jih vprašaš kakšno kavo imajo radi.
10:56
It's what people always say
when you askvprašajte them.
235
631555
2158
Kaj bi rad? Temno, bogato, krepko mešanico!
10:58
"What do you like?"
"DarkTemno, richbogat, heartysrčno roastpečenka!"
236
633737
2532
Koliko od vas pravzaprav rado pije temno, bogato, krepko mešanico?
11:01
What percentageodstotek of you actuallydejansko
like a darktemno, richbogat, heartysrčno roastpečenka?
237
636293
3513
11:04
AccordingV skladu z to HowardHoward, somewherenekje
betweenmed 25 and 27 percentodstotkov of you.
238
639830
3048
Po Howardovem mnenju nekje med 25% in 27%.
Večina od vas ima rado mlečno, nemočno kavo.
11:08
MostVečina of you like milkymlečno mleko, weakšibko coffeekava.
239
643567
2195
11:10
(LaughterSmeh)
240
645786
1001
11:11
But you will never, ever say
to someonenekdo who asksvpraša you what you want
241
646811
3332
Ampak tega ne boste nikoli povedali nekomu, ki vas sprašuje kaj hočete --
ne boste rekli, da hočete "mlečno, nemočno kavo." (smeh)
11:14
that "I want a milkymlečno mleko, weakšibko coffeekava."
242
650167
2191
To je prva stvar, ki je uspela Howardu.
11:17
So that's numberštevilka one thing
that HowardHoward did.
243
652382
2899
11:21
NumberŠtevilo two thing that HowardHoward did
is he madeizdelane us realizeuresničiti --
244
656528
3448
Druga stvar, ki jo je naredil Howard, je da nam je pomagal spoznati --
11:24
it's anotherdrugo very criticalkritično pointtočka --
245
660000
1976
to je zopet zelo pomemben korak --
11:26
he madeizdelane us realizeuresničiti the importancepomembnost
246
662000
2174
pomagal nam je dojeti pomembnost t.i. vodoravne razčlenjenosti.
11:28
of what he likesVšeč mi je to call
"horizontalhorizontalno segmentationsegmentacija."
247
664198
2999
11:32
Why is this criticalkritično?
248
668000
1015
Zakaj je to pomembno? Pomembno je zato,
11:33
Because this is the way the foodhrano industryindustrijo
thought before HowardHoward.
249
669039
3698
ker je tako razmišljala prehrambena industrija pred Howardom. Ja?
S čim so bili obsedni v zgodnjih 80ih? Obsedeni so bili z gorčico.
11:37
What were they obsessedobseden with
in the earlyzgodaj 80s?
250
672761
2310
11:39
They were obsessedobseden with mustardgorčica.
251
675095
1540
11:41
In particularzlasti, they were obsessedobseden
with the storyzgodba of GreySiva PouponPoupon.
252
676659
3317
Natančneje, obsedeni so bili z zgodbo v zvezi z Grey Poupon. Ja?
11:44
Used to be, there were two mustardsgorčice:
French'sFrancoščina je and Gulden'sGulden.
253
680000
3201
Včasih, sta bili na voljo samo dve gorčici. French's in Gulden's.
Kaj sta bili? Rumeni gorčici. Kaj je v rumeni gorčici?
11:48
What were they? YellowRumena mustardgorčica.
254
683225
1493
11:49
What's in it?
255
684742
1015
Rumena gorčična semena, kurkuma in paprika. To je bila gorčica.
11:50
YellowRumena mustardgorčica seedssemena,
turmerickurkuma, and paprikapaprika.
256
685781
2054
11:52
That was mustardgorčica.
257
687859
1074
11:53
GreySiva PouponPoupon cameprišel alongskupaj, with a DijonDijon.
258
688957
2525
Pojavil pa se je Grey Poupon s svojo Dijonsko gorčico. Ja?
11:56
Right?
259
691506
1188
Bolj dišeča rjava gorčična semena, nekaj belega vina, prijetne vonjave,
11:57
Much more volatilehlapljivo brownrjav mustardgorčica seedseme,
some whitebela winevino, a nosenos hitudaril,
260
692718
5663
mnogo bolj okusne dišave. In kaj naredijo?
12:03
much more delicateobčutljivo aromaticsaromati.
261
698405
1938
12:05
And what do they do?
262
700367
1015
Pakirajo jo v majhne steklene kozarce, z lepo zloščeno nalepko,
12:06
They put it in a little tinymajhen glasssteklo jarjar,
with a wonderfulČudovito enameledemajlirano labeloznaka on it,
263
701406
4799
naredijo jo francosko, čeprav je izdelana v Oxnardu, v Kaliforniji.
12:11
madeizdelane it look Frenchfrancoščina,
264
706229
1074
12:12
even thoughčeprav it's madeizdelane
in OxnardOxnard, CaliforniaCalifornia.
265
707327
2101
12:14
(LaughterSmeh)
266
709452
1001
In namesto, da bi za 8-unčni kozarec računali dolar in pol,
12:15
And insteadnamesto tega of chargingpolnjenje a dollardolar fiftypetdeset
for the eight-ounceosem unč bottlesteklenica,
267
710477
4499
12:19
the way that French'sFrancoščina je and Gulden'sGulden did,
268
715000
1973
tako kot so to storili pri French's in Gulden's, so računali štiri dolarje.
12:21
they decidedodločil to chargeobtožiti fourštiri dollarsdolarjev.
269
716997
1727
In potem so imeli tiste oglase, ne? Z moškim v Rolls Royceu,
12:23
And they had those adsoglasi.
270
718748
1212
12:24
With the guy in the RollsZvitki RoyceRoyce,
eatingjedo the GreySiva PouponPoupon.
271
719984
2635
moški je Grey Poupon in ob njem se ustavi drugi Rolls Royce,
12:27
AnotherDrugo pullspotegne up, and sayspravi,
"Do you have any GreySiva PouponPoupon?"
272
722643
2786
in reče, ali imaš še kakšnega Grey Poupon-a?
In po vsem tem je Grey Poupon enostavno poletel!
12:30
And the wholeceloto thing, after they did that,
GreySiva PouponPoupon takes off!
273
725453
3184
Prevzel je celo industrijo z gorčico.
12:33
Takes over the mustardgorčica businessposlovanje!
274
728661
1524
In to kar so se vsi naučili ob tem je,
12:35
And everyone'svsakogar take-homevzemi domov lessonlekcijo from that
275
730209
2008
12:37
was that the way to make people happyvesel
276
732241
4735
da je način kako osrečiti ljudi,
12:41
is to give them something
that is more expensivedraga,
277
737000
3394
ta, da jim ponudiš nekaj dražjega, nekaj po čemur hrepenijo. Kajne?
12:45
something to aspiresi prizadevajo to.
278
740418
2067
Da jih prepričaš, da obrnejo hrbet temu kar mislijo, da imajo radi,
12:47
It's to make them turnobrat theirnjihovi back
on what they think they like now,
279
742509
4143
12:51
and reachdoseči out for something
highervišje up the mustardgorčica hierarchyhierarhija.
280
746676
3419
in da sežejo po nečem višje na gorčični hierarhiji.
12:54
(LaughterSmeh)
281
750119
1001
Po boljši gorčici! Dražji gorčici!
12:55
A better mustardgorčica!
A more expensivedraga mustardgorčica!
282
751144
2212
Po bolj uglajen gorčici z več kulture in vsebine.
12:58
A mustardgorčica of more sophisticationprefinjenost
and culturekulturo and meaningpomen.
283
753380
3163
In, ko je Howard to videl, si je rekel, to je narobe!
13:01
And HowardHoward lookedpogledal to that
and said, "That's wrongnarobe!"
284
756567
2409
Gorčica nima svoje hierarhije.
13:04
MustardGorčica does not existobstajajo on a hierarchyhierarhija.
285
759639
2118
Gorčica, tako kot paradižnikova omaka, obstaja na vodoravni ravnini.
13:07
MustardGorčica existsobstaja, just like tomatoparadižnik sauceomaka,
on a horizontalhorizontalno planeletalo.
286
762218
4101
13:11
There is no good mustardgorčica or badslab mustardgorčica.
287
766779
2739
Ni dobre in ni slabe gorčice.
13:14
There is no perfectpopolno mustardgorčica
or imperfectnepopolno mustardgorčica.
288
769542
2526
Ni popolne in nepopolne gorčice.
So samo različne vrste gorčic, ki ustrezajo raličnim vrstam ljudem.
13:16
There are only differentdrugačen kindsvrste of mustardsgorčice
that suitobleko differentdrugačen kindsvrste of people.
289
772092
3745
Tako je korenito demokratiziral način kako razmišljamo o okusu.
13:21
He fundamentallytemeljito democratizeddemokratizirana
the way we think about tasteokus.
290
776358
4835
In tudi za to, si Howard Moskowitz zasluži našo zahvalo.
13:26
And for that, as well, we owedolžan
HowardHoward MoskowitzMoskowitz a hugeogromno voteglasovanje of thankshvala.
291
781217
4219
Tretja stvar, ki jo je naredil Howard, in morda tudi najpomembnejša, je,
13:31
ThirdTretje thing that HowardHoward did,
and perhapsmorda the mostnajbolj importantpomembno,
292
786201
3493
13:34
is HowardHoward confrontedsoočeni the notionpojma
of the PlatonicTrdna dishjed.
293
789718
2839
da se je Howard spoprijel s pojmom platonične jedi. (smeh)
13:37
(LaughterSmeh)
294
792581
1001
Kaj mislim s tem?
13:38
What do I mean by that?
295
793606
1142
13:39
(LaughterSmeh)
296
794772
1556
Zelo dolgo časa je v prehrambeni industriji prevladovalo mnenje,
13:41
For the longestnajdaljša time in the foodhrano industryindustrijo,
297
796352
2100
da obstaja samo en popoln način priprave jedi.
13:43
there was a sensesmisel that there was one way,
298
798476
2580
13:45
a perfectpopolno way, to make a dishjed.
299
801080
2728
13:49
You go to ChezChez PanissePanisse,
300
804570
1715
Pri Chez Panisse vam bodo postregli z rdečerepim sashimijem,
13:51
they give you the red-tailrdeč rep sashimisashimi
with roastedpražen pumpkinbučo seedssemena
301
806309
5283
s praženimi bučnimi semeni, in z nekakšnim zgoščanjem.
13:56
in a something something reductionzmanjšanje.
302
811616
1853
Za način zgoščanja vam nikoli ne ponudijo pet izbir, kajne?™
13:58
They don't give you fivepet optionsopcije
on the reductionzmanjšanje.
303
813493
2483
14:00
They don't say, "Do you want
the extra-chunkyekstra-grub reductionzmanjšanje, or ...?"
304
816000
3594
Nikoli ne rečejo, ali hočete zgoščanje z ekstra velikmi koščki, ali hočete -- ne!
14:04
No!
305
819618
1008
Preprosto dobite zgoščanje. Zakaj? Zato, ker ima glavni kuhar pri Chez Panisse
14:05
You just get the reductionzmanjšanje. Why?
306
820650
1547
14:07
Because the chefkuhar at ChezChez PanissePanisse
307
822221
1562
platonično pojmovanje o rdečerepemu sashimiju.
14:08
has a PlatonicTrdna notionpojma
about red-tailrdeč rep sashimisashimi.
308
823807
2588
Tako pač mora biti.
14:11
"This is the way it oughtmoralo to be."
309
826419
1882
14:13
And she servessluži it that way
time and time again,
310
828920
4056
In tako ga postreže znova in znova,
14:17
and if you quarrelprepir with her, she will say,
311
833000
2262
in če se boste kregali z njim, vam bo rekel,
"Veste kaj? Motite se! To je najboljši način priprave za to restavracijo."
14:20
"You know what? You're wrongnarobe!
312
835286
1602
14:22
This is the bestnajboljši way it oughtmoralo to be
in this restaurantrestavracija."
313
837468
2720
Isto mišljenje je prevladovalo tudi v prehrambeni industirji.
14:25
Now that sameenako ideaideja fueledgorivo
the commercialkomercialni foodhrano industryindustrijo as well.
314
840212
3439
Imeli so idejo, platonično idejo, o tem kako naj bi izgledala paradižnikova omaka.
14:29
They had a PlatonicTrdna notionpojma
of what tomatoparadižnik sauceomaka was.
315
844294
3217
In iz kje izvira ta ideja? Izvira iz Italije.
14:32
And where did that come from?
It cameprišel from ItalyItalija.
316
847535
2441
14:34
Italianitalijanščina tomatoparadižnik sauceomaka is what?
317
850000
2019
Kakšna je italijanska paradižnikova omaka? Zmešana je in redka.
14:37
It's blendedmešano; it's thintanek.
318
852375
1600
Praviloma bi morala biti paradižnikova omaka redka.
14:39
The culturekulturo of tomatoparadižnik sauceomaka was thintanek.
319
854531
2309
14:41
When we talkedgovoril about "authenticverodostojna
tomatoparadižnik sauceomaka" in the 1970s,
320
856864
2977
Ko smo v 70ih govorili o avtentični paradižnikovi omaki,
14:44
we talkedgovoril about Italianitalijanščina tomatoparadižnik sauceomaka,
321
859865
1809
smo govorili o italijanski omaki. Govorli smo o najzgodnjejših ragujih,
14:46
we talkedgovoril about the earliestnajzgodnejši RagRAGùs,
322
861698
1779
ki pa nimajo vidnejših koščkov? Kajne?
14:48
whichki had no visiblevidno solidstrdne snovi, right?
323
863501
2152
14:50
WhichKi were thintanek, you just put a little bitbit
324
866000
2117
Omaka je bila redka, in samo nekaj si jo prelil čez,
in izgnilia je pod testenine nad dno krožnika.
14:52
and it sunkpotopljen down to the bottomspodaj
of the pastatestenine.
325
868141
2048
Tako je takrat bilo. In zakaj je bilo to za nas pomembno?
14:55
That's what it was.
326
870213
1192
14:56
And why were we attachedpriložen to that?
327
871429
1661
Zato, ker smo mislili, da je pravi način kako osrečiti ljudi,
14:57
Because we thought
that what it tookvzel to make people happyvesel
328
873114
2738
ta, da jim postrežemo z najbolj avtentično paradižnikovo omako, to je prvo,
15:00
was to providezagotoviti them with the mostnajbolj
culturallykulturno authenticverodostojna tomatoparadižnik sauceomaka, A.
329
875876
4594
15:05
And B, we thought that if we gavedala them
the culturallykulturno authenticverodostojna tomatoparadižnik sauceomaka,
330
880494
5084
in drugo mislili smo, da če jim postrežemo z najbolj avtentično paradižnikovo omako,
jo bodo ljudje z veseljem sprejeli.
15:10
then they would embraceObjemi it.
331
885602
1428
In to naj bi osrečilo maksimalno število ljudi.
15:11
And that's what would please
the maximumnajvečja numberštevilka of people.
332
887054
2734
In razlog zakaj smo tako mislili -- z drugimi besedami,
15:15
In other wordsbesede,
333
890288
2286
ljudje v kuharskem svetu so iskali principe kuhanja.
15:17
people in the cookingkuhanje worldsvet
were looking for cookingkuhanje universalsuniverzalnosti.
334
892598
3399
Iskali so en način s katerim bi zadovoljili vse.
15:21
They were looking for one way
to treatzdravljenje all of us.
335
896336
2438
15:23
And it's good reasonrazlog for them
to be obsessedobseden
336
898798
2580
In dobro je, da so bili obsedeni s temi univerzalnimi idejami,
15:26
with the ideaideja of universalsuniverzalnosti,
337
901402
1382
zato, ker je bila vsa znanost 19. in večji del 20. stoletja,
15:27
because all of scienceznanost,
338
902808
1397
15:29
throughskozi the 19thth centurystoletje
and much of the 20thth,
339
904229
2249
obsedena z univerzalnimi pravili.
15:31
was obsessedobseden with universalsuniverzalnosti.
340
906502
1669
Psihologi, zdravniki, ekonomisti, vsi so se zanimali
15:32
PsychologistsPsihologi, medicalmedicinski scientistsznanstveniki,
economistsekonomisti
341
908195
3988
15:37
were all interestedzainteresirani
in findingugotovitev out the rulespravila
342
912207
2088
za pravila, ki diktirajo kako se obnašamo.
15:39
that governuredi the way all of us behaveObnašajte se.
343
914319
2190
Ampak to se je spremenilo, kajne?
15:42
But that changedspremenjeno, right?
344
917259
1398
15:43
What is the great revolutionrevolucija
in scienceznanost of the last 10, 15 yearslet?
345
918681
3611
Kaj je bila v zadnjih 10, 15 letih revolucija v znanosti?
To je premik od iskanja univerzalnih principov k razumevanju različnosti.
15:47
It is the movementpremikanje
from the searchIskanje for universalsuniverzalnosti
346
922316
3515
15:50
to the understandingrazumevanje of variabilityvariabilnost.
347
925855
1849
No, v medicinski znanosti, pravzaprav ni potrebe, da bi vedeli --
15:53
Now in medicalmedicinski scienceznanost,
we don't want to know, necessarilynujno,
348
928339
3637
15:56
just how cancerrak worksdela,
349
932000
1701
kako pravzaprav rak deluje, hočemo vedeti kako se vaš rak razlikuje od ostalih.
15:58
we want to know how your cancerrak
is differentdrugačen from my cancerrak.
350
933725
3251
16:01
I guessugibati my cancerrak differentdrugačen
from your cancerrak.
351
937000
2747
Najbrž se moj rak razlikuje od vašega.
16:04
GeneticsGenetika has openedodprta the doorvrata
to the studyštudija of humančlovek variabilityvariabilnost.
352
939771
4088
Genetika je odprla vrata v študijo človeške raznolikosti.
16:08
What HowardHoward MoskowitzMoskowitz
was doing was sayinggovoriti,
353
943883
2095
To kar je hotel Howard Moskowitz je, da se ista revolucija
16:10
"This sameenako revolutionrevolucija needspotrebe to happense zgodi
in the worldsvet of tomatoparadižnik sauceomaka."
354
946002
4111
zgodi tudi v svetu paradižnikovih omak.
16:15
And for that, we owedolžan him
a great voteglasovanje of thankshvala.
355
951000
2572
In za to, smo se mu dolžni zahvaliti.
Povedal vam bom še zadnji primer različnosti, in to je - ojej, se opravičujem.
16:20
I'll give you one last
illustrationilustracija of variabilityvariabilnost,
356
955201
2842
16:22
and that is -- oh, I'm sorry.
357
958067
1841
16:24
HowardHoward not only believedverjel that,
but he tookvzel it a seconddrugič stepkorak,
358
959932
3488
Howard, ne samo, da je v to idejo verjel, ampak jo je tudi nadgradil,
in to je, da vedno kadar iščemo univerzalne principe v hrani,
16:28
whichki was to say that when we pursueslediti
universaluniverzalno principlesnačela in foodhrano,
359
963444
5152
16:33
we aren'tne just makingizdelavo an errornapaka;
360
968620
1620
ne samo, da delamo napako, ampak škodujemo tudi samim sebi.
16:35
we are actuallydejansko doing ourselvessami
a massiveogromno disserviceslabost.
361
970264
3348
16:38
And the exampleprimer he used was coffeekava.
362
974000
1810
In primer, ki ga je uporabil on, je bila kava.
In s kavo se je ukvarjal veliko, pri Nescafeju.
16:41
And coffeekava is something he did
a lot of work with, with NescafNescafé.
363
976223
4045
16:45
If I were to askvprašajte all of you to try
and come up with a brandznamka of coffeekava --
364
980746
3498
Če bi vas vse prosil, da poskusite usvariti novo kavno mešanico,
-- vrsto kave, mešanico - ki bi osrečila vse vas,
16:49
a typetip of coffeekava, a brewpiva --
that madeizdelane all of you happyvesel,
365
984268
3022
in vas nato prosil, da kavo ocenite,
16:52
and then I askedvprašal you to rateoceniti that coffeekava,
366
987314
1953
bi bila povprečna ocena na lestvici od 0 do 100 okoli 60.
16:54
the averagepovprečje scorerezultat in this roomsoba for coffeekava
would be about 60 on a scaleobsega of 0 to 100.
367
989291
4057
16:58
If, howeverVendar, you alloweddovoljeno me
to breakodmor you into coffeekava clustersgrozdi,
368
993825
3623
Če, po drugi strani, dovolite meni, da vas prej razdelim v kavne skupine,
mogoče tri ali štiri,
17:02
maybe threetri or fourštiri coffeekava clustersgrozdi,
369
997472
1785
in bi lahko naredili različno mešanico za vsako skupino posebej,
17:04
and I could make coffeekava just
for eachvsak of those individualposameznik clustersgrozdi,
370
999281
4695
17:08
your scoresrezultati would go from 60 to 75 or 78.
371
1004000
3555
bi se vaše ocene iz 60 dvignile na nekje med 75 in 78.
17:12
The differenceRazlika betweenmed coffeekava
at 60 and coffeekava at 78
372
1008000
5237
Razlika med kavo pri 60 in kavo pri 78,
je razlika med kavo zaradi katere trzneš,
17:18
is a differenceRazlika betweenmed coffeekava
that makesnaredi you wincewince,
373
1013261
2715
17:20
and coffeekava that makesnaredi you
deliriouslydeliriously happyvesel.
374
1016000
3004
in kavo, ki te naredi neznansko srečnega.
17:24
That is the finalkončno, and I think
mostnajbolj beautifullepo lessonlekcijo,
375
1019690
3194
To je zadnja, in mislim, da tudi najlepša lekcija Howarda Moskowitza.
17:27
of HowardHoward MoskowitzMoskowitz:
376
1022908
1335
Da šele, ko bomo sprejeli različnost ljudi,
17:29
that in embracingobjemu the diversityraznolikost
of humančlovek beingsbitja,
377
1024267
3709
17:32
we will find a surernadure way
to trueresnično happinesssreča.
378
1028000
2365
bomo našli pravo pot do resnične sreče.
17:35
Thank you.
379
1030769
1017
Hvala.
17:36
(ApplauseAplavz)
380
1031810
1166
Translated by eva dovč
Reviewed by Miha Pelko

▲Back to top

ABOUT THE SPEAKER
Malcolm Gladwell - Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.

Why you should listen

Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.

Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.

Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions. 

He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
 

More profile about the speaker
Malcolm Gladwell | Speaker | TED.com