ABOUT THE SPEAKER
Barry Schwartz - Psychologist
Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom.

Why you should listen

In his 2004 book The Paradox of Choice, Barry Schwartz tackles one of the great mysteries of modern life: Why is it that societies of great abundance — where individuals are offered more freedom and choice (personal, professional, material) than ever before — are now witnessing a near-epidemic of depression? Conventional wisdom tells us that greater choice is for the greater good, but Schwartz argues the opposite: He makes a compelling case that the abundance of choice in today's western world is actually making us miserable.

Infinite choice is paralyzing, Schwartz argues, and exhausting to the human psyche. It leads us to set unreasonably high expectations, question our choices before we even make them and blame our failures entirely on ourselves. His relatable examples, from consumer products (jeans, TVs, salad dressings) to lifestyle choices (where to live, what job to take, who and when to marry), underscore this central point: Too much choice undermines happiness.

Schwartz's previous research has addressed morality, decision-making and the varied inter-relationships between science and society. Before Paradox he published The Costs of Living, which traces the impact of free-market thinking on the explosion of consumerism -- and the effect of the new capitalism on social and cultural institutions that once operated above the market, such as medicine, sports, and the law.

Both books level serious criticism of modern western society, illuminating the under-reported psychological plagues of our time. But they also offer concrete ideas on addressing the problems, from a personal and societal level.

Schwartz is the author of the TED Book, Why We Work

More profile about the speaker
Barry Schwartz | Speaker | TED.com
TEDGlobal 2005

Barry Schwartz: The paradox of choice

Barry Schwartz: Paradoks izbire

Filmed:
14,210,098 views

Psiholog Barry Schwartz se osredotoči na osrednje načelo zahodne družbe: svobodo izbire. Po Schwartzevi oceni nas je izbira naredila bolj paralizirane kot svobodne in ne bolj vesele, ampak bolj nezadovoljne.
- Psychologist
Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom. Full bio

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

00:25
I'm going to talk to you about some stuffstvari that's in this bookknjigo of minemoj
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Danes bom govoril o rečeh,
ki se nahajajo v eni od mojih knjig
in upam, da jih boste lahko povezali
s stvarmi, ki ste jih že slišali.
00:28
that I hopeupanje will resonateresonirati with other things you've alreadyže heardslišal,
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00:31
and I'll try to make some connectionspovezave myselfjaz, in caseprimera you misszgrešiti them.
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Nekaj povezav bom poskušal narediti
tudi sam, če jih boste morda spregledali.
00:35
I want to startZačni with what I call the "officialuradni dogmadogma."
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Rad bi začel s tem,
čemur pravim "uradna dogma".
00:39
The officialuradni dogmadogma of what?
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Uradna dogma česa?
00:41
The officialuradni dogmadogma of all westernzahodni industrialindustrijski societiesdružb.
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Uradna dogma vseh zahodnih
industrializiranih družb.
00:45
And the officialuradni dogmadogma runsteče like this:
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Ta uradna dogma gre nekako takole:
00:47
if we are interestedzainteresirani in maximizingpovečevanje the welfaredobro počutje of our citizensdržavljani,
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če hočemo povečati
blaginjo naših državljanov,
00:51
the way to do that is to maximizemaksimiranje individualposameznik freedomsvobodo.
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to naredimo s povišanjem
individualne svobode.
00:57
The reasonrazlog for this is bothoboje that freedomsvobodo is in and of itselfsama good,
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Razlog za to je, da je svoboda
že sama po sebi dobra,
01:02
valuabledragocen, worthwhilevredno, essentialbistveno to beingbiti humančlovek.
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dragocena, vredna in bistvena za človeka.
01:05
And because if people have freedomsvobodo,
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Poleg tega, če imamo ljudje svobodo,
01:08
then eachvsak of us can actukrepati on our ownlastno
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potem lahko vsak izmed nas deluje samostojno
01:10
to do the things that will maximizemaksimiranje our welfaredobro počutje,
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ter počne stvari, ki poviša našo blaginjo
01:12
and no one has to decideodloči on our behalfv imenu.
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in nikomur se ni potrebno
odločati v našem imenu.
01:16
The way to maximizemaksimiranje freedomsvobodo is to maximizemaksimiranje choiceizbira.
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Svobodo povečamo tako,
da povečamo možnost izbire.
01:21
The more choiceizbira people have, the more freedomsvobodo they have,
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Več možnih izbir kot imajo ljudje
na razpolago, bolj so svobodni
01:24
and the more freedomsvobodo they have,
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in bolj kot so svobodni,
01:26
the more welfaredobro počutje they have.
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višje je njihovo blagostanje.
01:29
This, I think, is so deeplygloboko embeddedvgrajeni in the watervoda supplydobavo
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Menim, da je to tako globoko ukoreninjeno,
01:34
that it wouldn'tne bi occurpojavijo to anyonekdorkoli to questionvprašanje it.
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da se nihče ne bi spomnil podvomiti v to.
01:37
And it's alsotudi deeplygloboko embeddedvgrajeni in our livesživi.
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Prav tako je globoko
integrirano v naša življenja.
01:42
I'll give you some examplesprimeri of what modernmoderno progressnapredek has madeizdelane possiblemogoče for us.
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Dal vam bom nekaj primerov,
kaj vse nam je omogočil moderni razvoj.
01:48
This is my supermarketsupermarket. Not suchtako a bigvelik one.
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To je moja samopostrežba. Ni tako velika.
01:52
I want to say just a wordbeseda about saladsolata dressingjutranje.
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Rad bi rekel samo nekaj o solatnih prelivih.
01:54
175 saladsolata dressingsprelivi in my supermarketsupermarket,
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V moji samopostrežbi je
175 vrst solatnih prelivov,
01:57
if you don't countšteje the 10 extra-virginekstra deviškega oliveoljka oilsolja
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če ne štejete še deset dodatnih
vrst ekstra deviškega olja
02:00
and 12 balsamicbalzamični vinegarskisi you could buykupiti
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in 12 vrst balzamičnega kisa,
ki jih lahko kupite,
02:03
to make a very largevelik numberštevilka of your ownlastno saladsolata dressingsprelivi,
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da si naredite zelo veliko število
svojih solatnih prelivov,
02:06
in the off-chanceoff-priložnost that nonenič of the 175 the storeshranite has on offerponudbe suitobleko you.
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v primeru, da vam noben izmed 175 prelivov,
ki jih trgovina ponuja, ne odgovarja.
02:11
So this is what the supermarketsupermarket is like.
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Takšna je torej ta samopostrežba.
02:13
And then you go to the consumerpotrošnika electronicselektronika storeshranite to setnastavite up a stereostereo systemsistem --
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Potem greste v trgovino s potrošno
elektroniko, da kupite stereo sistem -
02:17
speakerszvočniki, CDCD playerigralec, tapetrak playerigralec, tunersprejemnik, amplifierojačevalnik --
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zvočnike, CD predvajalnik, kasetnik,
sprejemnik, ojačevalec -
02:21
and in this one singlesamski consumerpotrošnika electronicselektronika storeshranite,
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in že v tej samcati trgovini z elektroniko,
02:25
there are that manyveliko stereostereo systemssistemov.
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lahko najdete toliko
različnih stereo sistemov...
02:29
We can constructkonstrukt six-and-a-half-millionšest-in-a-pol milijona differentdrugačen stereostereo systemssistemov
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Ustvarimo lahko 6,5 milijonov
različnih stereo sistemov
02:34
out of the componentskomponente that are on offerponudbe in one storeshranite.
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iz posameznih komponent,
ki so na voljo v eni trgovini.
02:37
You've got to admitpriznati that's a lot of choiceizbira.
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Morate priznati, da je to veliko izbire.
02:39
In other domainsdomen -- the worldsvet of communicationskomunikacije.
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Na drugih področjih - v svetu komunikacije.
02:43
There was a time, when I was a boyfant,
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Nekoč, ko sem bil še otrok,
02:45
when you could get any kindvrste of telephonetelefon servicestoritev you wanted,
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si lahko dobil kakršno koli
vrsto telefonske storitve,
02:48
as long as it cameprišel from MaMa BellBell.
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dokler je izhajala iz Ma Bella.
02:50
You rentednajeti your phonetelefon. You didn't buykupiti it.
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Telefon si si izposodil, nisi ga kupil.
02:52
One consequenceposledica of that, by the way, is that the phonetelefon never brokezlomil.
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Ena posledica tega je, mimogrede,
da se telefon ni nikdar pokvaril.
02:55
And those daysdnevi are goneizginil.
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In ti časi so mimo.
02:58
We now have an almostskoraj unlimitedneomejeno varietysorta of phonestelefoni,
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Sedaj imamo skorajda
neskončno mnogo telefonov,
03:01
especiallyše posebej in the worldsvet of cellcelica phonestelefoni.
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posebno v svetu mobilnih telefonov.
03:03
These are cellcelica phonestelefoni of the futureprihodnost.
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Tole so mobilni telefoni prihodnosti.
03:06
My favoritenajljubši is the middlesredi one --
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Moj najljubši je tisti na sredini -
03:08
the MPMP3 playerigralec, nosenos hairlasje trimmerPrirezovalnik, and cremekrem bruleebrulee torchbaklja.
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MP3 predvajalnik, obrezovalnik nosnih dlačic
in palični mešalnik za "Creme brulee".
03:12
And if by some chancepriložnost you haven'tne seenvidel that in your storeshranite yetše,
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Če ga slučajno še niste
videli v svoji trgovini,
03:18
you can restpočitek assuredzagotovljena that one day soonkmalu you will.
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ste lahko prepričani, da ga boste
enkrat kmalu v bližnji prihodnosti.
03:20
And what this does is
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To vodi ljudi
03:22
it leadsvodi people to walkhodi into theirnjihovi storestrgovine askingsprašujem this questionvprašanje.
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do trgovin, da o tem sprašujejo.
03:26
And do you know what the answerodgovor to this questionvprašanje now is?
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In veste, kakšen je odgovor na to vprašanje?
03:28
The answerodgovor is "No."
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Odgovor je: "Ne".
03:30
It is not possiblemogoče to buykupiti a cellcelica phonetelefon that doesn't do too much.
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Ni mogoče kupiti mobilnega telefona,
ki ne naredi preveč.
03:34
So, in other aspectsvidike of life that are much more significantpomembno than buyingnakup things,
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V drugih vidikih življenja, ki so veliko
bolj pomembni od nakupovanja reči,
03:39
the sameenako explosioneksplozija of choiceizbira is trueresnično.
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vidimo podobno eksplozijo možnih izbir.
03:43
HealthZdravje carenego -- it is no longerdlje the caseprimera in the UnitedVelika StatesDržave
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Zdravstveni sistem - v ZDA
ne deluje več po principu,
03:47
that you go to the doctorzdravnik, and the doctorzdravnik tellspove you what to do.
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da greš k zdravniku in zdravnik ti pove,
kaj moraš narediti.
03:50
InsteadNamesto, you go to the doctorzdravnik,
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Namesto tega, greš k zdravniku
03:52
and the doctorzdravnik tellspove you, "Well, we could do A, or we could do B.
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in zdravnik ti pove: "Torej, lahko bi
naredili A, lahko bi naredili tudi B.
03:55
A has these benefitskoristi, and these riskstveganja.
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Izbira A ima določene prednosti
in določene pomanjkljivosti.
03:58
B has these benefitskoristi, and these riskstveganja. What do you want to do?"
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Izbira B ima druge prednosti in druge
pomanjkljivosti. Kaj bi želeli narediti?"
04:02
And you say, "DocDoc, what should I do?"
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In vi rečete: "Zdravnik, kaj naj naredim?"
04:05
And the docdoc sayspravi, "A has these benefitskoristi and riskstveganja, and B has these benefitskoristi and riskstveganja.
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Zdravnik ponovi: "A ima te prednosti in
slabosti, B pa te prednosti in slabosti.
04:09
What do you want to do?"
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Kaj bi želeli narediti?"
04:12
And you say, "If you were me, DocDoc, what would you do?"
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Vi rečete: "Če bi bili na
mojem mestu, kaj bi naredili?"
04:15
And the docdoc sayspravi, "But I'm not you."
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Zdravnik vam odvrne: "Ampak, jaz nisem vi."
04:19
And the resultrezultat is -- we call it "patientbolnik autonomyavtonomija,"
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Rezultat tega je - kot pravimo
"avtonomnost pacienta",
04:22
whichki makesnaredi it soundzvok like a good thing,
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kar se sprva sicer lepo sliši,
04:24
but what it really is is a shiftingpremikanje of the burdenbreme and the responsibilityodgovornost
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ampak v resnici gre za
prestavljanje bremena in odgovornosti
04:26
for decision-makingodločanje from somebodynekdo who knowsve something --
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odločanja od nekoga, ki nekaj zna -
04:29
namelyin sicer, the doctorzdravnik --
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torej zdravnika -
04:30
to somebodynekdo who knowsve nothing and is almostskoraj certainlyzagotovo sickbolan
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na nekoga, ki ne zna nič,
je skoraj zagotovo bolan
04:33
and thustako not in the bestnajboljši shapeobliko to be makingizdelavo decisionsodločitve --
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in tako ni v najboljšem položaju,
da bi se odločal -
04:36
namelyin sicer, the patientbolnik.
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torej pacienta.
04:38
There's enormousogromno marketingtrženje of prescriptionrecept drugsdroge
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Obstaja močno marketinško
oglaševanje zdravil na recept
04:41
to people like you and me,
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ljudem kot smo jaz in vi,
04:42
whichki, if you think about it, makesnaredi no sensesmisel at all,
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kar, če pomislite, sploh nima smisla,
04:44
sinceod we can't buykupiti them.
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glede na to, da jih ne moremo kupiti.
04:46
Why do they markettrg to us if we can't buykupiti them?
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Zakaj jih potem oglašujejo nam,
če jih ne moremo kupiti?
04:48
The answerodgovor is that they expectpričakovati us to call our doctorszdravniki the nextNaslednji morningjutro
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Ker pričakujejo, da bomo naslednje
jutro poklicali naše zdravnike
04:52
and askvprašajte for our prescriptionsrecepti to be changedspremenjeno.
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in prosili, da spremenijo
recept za naša zdravila.
04:56
Something as dramaticdramatično as our identityidentiteta
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Nekaj tako dramatičnega
kot je naša identiteta,
05:00
has now becomepostane a matterzadevo of choiceizbira,
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je sedaj postala stvar izbire,
05:02
as this slidezdrs is meantpomeni to indicatenavedite.
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kot naj bi prikazovala ta projekcija.
05:06
We don't inheritdedovanje an identityidentiteta; we get to inventIzumiti it.
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Identitete ne podedujemo; moramo jo izumiti.
05:08
And we get to re-inventponovno izumiti ourselvessami as oftenpogosto as we like.
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Sebe lahko izumljamo tako pogosto,
kot se nam zazdi.
05:12
And that meanssredstva that everydayvsak dan, when you wakezbudi se up in the morningjutro,
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To pomeni, da se morate vsak dan,
ko se zjutraj zbudite,
05:14
you have to decideodloči what kindvrste of personoseba you want to be.
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odločiti, kakšna oseba hočete biti.
05:19
With respectspoštovanje to marriagezakon and familydružina,
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S spoštovanjem do zakona in družine,
05:22
there was a time when the defaultprivzeto assumptionpredpostavka that almostskoraj everyonevsi had
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je bila včasih normativna predpostavka,
da se bo skoraj vsak
05:28
is that you got marriedporočen as soonkmalu as you could,
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poročil, takoj ko se bo lahko,
05:29
and then you startedzačel havingimeti kidsotroci as soonkmalu as you could.
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in da bo imel otroke takoj, ko bo lahko.
05:31
The only realresnično choiceizbira was who,
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Edina resnična izbira je bila, kdo,
05:35
not when, and not what you did after.
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ne, kdaj, in ne, kaj boš počel po tem.
05:38
NowadaysDanes, everything is very much up for grabszagrabi.
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Dandanes je več ali manj vse dovoljeno.
05:41
I teachučiti wonderfullyčudovito intelligentinteligenten studentsštudenti,
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Učim čudovito inteligentne študente
05:44
and I assigndodelite 20 percentodstotkov lessmanj work than I used to.
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in jim dodeljujem 20 % manj dela,
kot sem jim včasih.
05:47
And it's not because they're lessmanj smartpameten,
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Tega ne delam, ker bi bili manj pametni,
05:50
and it's not because they're lessmanj diligentprizadeven.
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prav tako ne zaradi tega,
ker bi bili manj vestni.
05:52
It's because they are preoccupiedpreokupiran, askingsprašujem themselvessami,
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To delam zato, ker so prezaposleni
s spraševanjem samih sebe:
05:56
"Should I get marriedporočen or not? Should I get marriedporočen now?
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"Ali naj se poročim ali ne?
Kaj če bi se poročil zdaj?
05:58
Should I get marriedporočen laterpozneje? Should I have kidsotroci first, or a careerkariero first?"
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Naj se poročim pozneje?
Bi imel najprej otroke ali kariero?"
06:02
All of these are consumingporabijo questionsvprašanja.
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Vse to so zahtevna vprašanja.
06:05
And they're going to answerodgovor these questionsvprašanja,
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Na ta vprašanja bodo odgovorili tudi,
06:07
whetherali or not it meanssredstva not doing all the work I assigndodelite
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če zaradi tega ne bodo naredili
vsega dela, ki jim ga dodelim,
06:09
and not gettingpridobivanje a good graderazred in my coursestečaji.
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in tako ne bodo dobili dobre
ocene pri mojih predmetih.
06:12
And indeedprav zares they should. These are importantpomembno questionsvprašanja to answerodgovor.
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To tudi podpiram. To so pomembna
vprašanja, ki potrebujejo odgovor.
06:17
Work -- we are blessedblagoslovljen, as CarlCarl was pointingobrnjena out,
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Delati - blagoslovljeni smo,
kot je Carl prej izpostavil,
06:20
with the technologytehnologijo that enablesomogoča us
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da nam tehnologija omogoča
06:22
to work everyvsak minuteminuto of everyvsak day from any placemesto on the planetplanet --
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delati vsako minuto vsakega dneva
iz katerega koli mesta na planetu -
06:29
exceptrazen the RandolphRandolph HotelHotel.
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z izjemo Randolph hotela.
06:31
(LaughterSmeh)
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(Smeh)
06:36
There is one cornerkotiček, by the way,
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Toda obstaja en kot,
06:38
that I'm not going to tell anybodykdorkoli about, where the WiFiWiFi worksdela.
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ki ga ne bom razkril nikomur,
kjer WiFi dela.
06:43
I'm not tellingpovedal you about it because I want to use it.
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Ne bom vam povedal,
ker ga hočem sam uporabljati.
06:45
So what this meanssredstva, this incredibleneverjetno freedomsvobodo of choiceizbira
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Torej, kar ta izjemna svoboda
izbiranja pomeni je,
06:48
we have with respectspoštovanje to work, is that we have to make a decisionodločitev,
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da se moramo s spoštovanjem
do dela odločiti,
06:51
again and again and again,
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znova in znova in znova,
06:53
about whetherali we should or shouldn'tne bi smel be workingdelo.
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ali naj delamo ali ne.
06:56
We can go to watch our kidfant playigraj soccernogomet,
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Lahko gremo gledati naše otroke,
kako igrajo nogomet
06:59
and we have our cellcelica phonetelefon on one hipkolk,
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in imamo naš mobilni telefon ob boku
07:01
and our BlackberryBlackBerry on our other hipkolk,
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in naš Blackberry ob drugem boku
07:03
and our laptoplaptop, presumablydomnevno, on our lapskrogov.
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ter prenosni računalnik,
predvidevam, v našem naročju.
07:05
And even if they're all shutZapri off,
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Tudi če so ugasnjeni,
07:08
everyvsak minuteminuto that we're watchinggledal our kidfant mutilateSakatiti a soccernogomet gameigro,
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se vsako minuto, ko gledamo svojega otroka,
kako nabija nogometno žogo,
07:10
we are alsotudi askingsprašujem ourselvessami,
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sočasno sprašujemo:
07:12
"Should I answerodgovor this cellcelica phonetelefon call?
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"Bi moral sprejeti ta klic?
07:15
Should I respondodgovoriti to this emailE-naslov? Should I draftosnutek this letterpismo?"
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Ali naj odgovorim na ta mail?
Ali naj napišem osnutek tega pisma?"
07:17
And even if the answerodgovor to the questionvprašanje is "no,"
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Tudi če je odgovor na to vprašanje "ne",
07:20
it's certainlyzagotovo going to make the experienceizkušnje of your kid'sotrok soccernogomet gameigro
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bo izkušnja nogometne tekme vašega otroka
07:23
very differentdrugačen than it would'vebi jih been.
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drugačna, kot bi bila sicer.
07:26
So everywherepovsod we look,
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Kamor koli pogledamo,
07:28
bigvelik things and smallmajhna things, materialmaterial things and lifestyleživljenjski slog things,
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velike in male stvari, materialne stvari
ter stvari življenjskega sloga,
07:31
life is a matterzadevo of choiceizbira.
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življenje je stvar izbire.
07:34
And the worldsvet we used to livev živo in lookedpogledal like this.
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Svet, v katerem smo živeli,
je izgledal takole.
07:40
That is to say, there were some choicesizbire,
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Bilo je nekaj izbir,
07:42
but not everything was a matterzadevo of choiceizbira.
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toda ni se vse vrtelo okoli izbiranja.
07:44
And the worldsvet we now livev živo in looksizgleda like this.
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Svet, v katerem živimo danes,
izgleda takole.
07:47
And the questionvprašanje is, is this good newsnovice, or badslab newsnovice?
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Vprašanje se glasi,
je to dobra ali slaba novica?
07:53
And the answerodgovor is yes.
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Odgovor je: "Da".
07:56
(LaughterSmeh)
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(Smeh)
07:58
We all know what's good about it,
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Vsi vemo, kaj je dobrega na tem,
08:00
so I'm going to talk about what's badslab about it.
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zato bom govoril, kaj je na tam slabega.
08:03
All of this choiceizbira has two effectsučinke,
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Vse te možnosti izbire imajo dva učinka,
08:06
two negativenegativno effectsučinke on people.
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dva negativna učinka na ljudi.
08:09
One effectučinek, paradoxicallyparadoksalno,
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En učinek je, paradoksalno,
08:11
is that it producesproizvaja paralysisparaliza, ratherprecej than liberationosvoboditev.
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proizvajanje paralize, namesto osvobajanja.
08:16
With so manyveliko optionsopcije to chooseizberite from,
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S toliko možnostmi,
med katerimi lahko izbiramo,
08:18
people find it very difficulttežko to chooseizberite at all.
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imajo ljudje težave s samim izbiranjem.
08:22
I'll give you one very dramaticdramatično exampleprimer of this:
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Dal vam bom zelo dramatičen primer:
08:25
a studyštudija that was doneKončano of investmentsnaložbe in voluntaryprostovoljno retirementupokojitev plansnačrtov.
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študija, ki so jo naredili o investicijah
v prostovoljne pokojninske načrte.
08:31
A colleaguekolega of minemoj got accessdostop to investmentnaložbe recordsevidence from VanguardVanguard,
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Eden izmed mojih kolegov je dobil dostop
do Vanguardovih investicijskih zapisov,
08:36
the giganticvelikanski mutualmedsebojno fundsklad companypodjetje
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gre za velikansko podjetje
z vzajemnimi skladi,
08:38
of about a millionmilijonov employeeszaposleni and about 2,000 differentdrugačen workplacesdelovno okolje.
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ki ima približno milijon zaposlenih
in okoli 2000 različnih delovnih mest.
08:42
And what she foundnajdemo is that
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Ugotovila je,
08:44
for everyvsak 10 mutualmedsebojno fundssredstva the employerdelodajalec offeredponujen,
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da se je na vsakih deset vzajemnih skladov,
ponujenih s strani delodajalca,
08:47
rateoceniti of participationsodelovanje wentšla down two percentodstotkov.
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stopnja sodelovanja
zmanjšala za dva procenta.
08:52
You offerponudbe 50 fundssredstva -- 10 percentodstotkov fewermanj employeeszaposleni participatesodelovati
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Ponudiš 50 skladov - 10 procentov
manj zaposlenih sodeluje,
08:56
than if you only offerponudbe fivepet. Why?
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kot pa če bi ponudili le pet skladov.
Zakaj?
09:00
Because with 50 fundssredstva to chooseizberite from,
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Ker se je s 50 možnimi skladi na izbiro
09:02
it's so damnPrekleto hardtežko to decideodloči whichki fundsklad to chooseizberite
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zelo težko odločiti, katerega izbrati,
09:06
that you'llboš just put it off untildo tomorrowjutri.
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zato s tem enostavno odlašamo na jutri.
09:08
And then tomorrowjutri, and then tomorrowjutri,
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Potem na jutri in spet jutri,
09:10
and tomorrowjutri, and tomorrowjutri,
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pa nato jutri ter spet jutri,
09:12
and of courseseveda tomorrowjutri never comesprihaja.
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"jutri" pa seveda nikdar ne pride.
09:14
UnderstandRazumeti that not only does this mean
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Treba je razumeti, da to ne pomeni samo,
09:16
that people are going to have to eatjesti dogpes foodhrano when they retireupokojiti se
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da bodo ljudje morali jesti
pasjo hrano, ko se upokojijo,
09:18
because they don't have enoughdovolj moneydenar put away,
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saj ne bodo imeli dovolj denarja,
da bi ga dajali na stran,
09:20
it alsotudi meanssredstva that makingizdelavo the decisionodločitev is so hardtežko
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prav tako to pomeni,
da je odločitev tako težka,
09:23
that they passprelaz up significantpomembno matchingujemanje moneydenar from the employerdelodajalec.
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da se odpovejo pomembni količini
denarja s strani delodajalca.
09:27
By not participatingsodelujoči, they are passingmimo up as much as 5,000 dollarsdolarjev a yearleto
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S tem, ko ne sodelujejo, se vsako
leto odpovejo skoraj 5000 dolarjem
09:31
from the employerdelodajalec, who would happilysrečno matchtekmo theirnjihovi contributionprispevek.
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od delodajalca, ki bi z veseljem
povrnil njihov prispevek.
09:35
So paralysisparaliza is a consequenceposledica of havingimeti too manyveliko choicesizbire.
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Paraliza je torej posledica
prevelikega števila možnih izbir.
09:39
And I think it makesnaredi the worldsvet look like this.
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In mislim, da zaradi tega
svet izgleda takole.
09:41
(LaughterSmeh)
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(Smeh)
09:48
You really want to get the decisionodločitev right if it's for all eternityvečnost, right?
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Vsekakor boste hoteli izbrati pravo
odločitev, če bo veljala večno, kajneda?
09:52
You don't want to pickpick the wrongnarobe mutualmedsebojno fundsklad, or even the wrongnarobe saladsolata dressingjutranje.
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Nočete izbrati napačnega vzajemnega sklada,
niti napačnega solatnega preliva.
09:55
So that's one effectučinek. The seconddrugič effectučinek is that
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To je torej en učinek. Drugi učinek je,
09:58
even if we manageupravljati to overcomepremagati the paralysisparaliza and make a choiceizbira,
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da smo, tudi če to paralizo
premagamo in se odločimo,
10:03
we endkonec up lessmanj satisfiedzadovoljni with the resultrezultat of the choiceizbira
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ponavadi manj zadovoljni z rezultatom izbire
10:07
than we would be if we had fewermanj optionsopcije to chooseizberite from.
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kot bi bili, če bi imeli
na voljo manj možnosti.
10:10
And there are severalveč reasonsrazlogov for this.
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Za to obstaja več razlogov.
10:13
One of them is that with a lot of differentdrugačen saladsolata dressingsprelivi to chooseizberite from,
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Eden od njih je, če od veliko različnih
solatnih prelivov, ki jih lahko izberete,
10:17
if you buykupiti one, and it's not perfectpopolno -- and, you know, what saladsolata dressingjutranje is? --
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kupite enega in ni popoln - in,
veste, kaj je solatni preliv? -
10:20
it's easyenostavno to imaginezamislite that you could have madeizdelane a differentdrugačen choiceizbira
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enostavno si je zamisliti,
kako bi se lahko odločili drugače,
10:23
that would have been better. And what happensse zgodi is
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tako, da bi bilo bolje. Tako se zgodi,
10:27
this imaginedzamišljen alternativealternativa inducesinducira you to regretŽal the decisionodločitev you madeizdelane,
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da zamišljena alternativa v nas vzbudi
obžalovanje odločitve, ki smo jo sprejeli,
10:32
and this regretŽal subtractsodšteje from the satisfactionzadovoljstvo you get out of the decisionodločitev you madeizdelane,
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to obžalovanje pa odšteva od zadovoljstva,
ki si ga ustvarimo z izbiranjem
10:36
even if it was a good decisionodločitev.
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tudi, če je bila dobra odločitev.
10:39
The more optionsopcije there are, the easierlažje it is to regretŽal anything at all
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Več možnosti kot imamo na izbiro,
lažje obžalujemo karkoli,
10:42
that is disappointingrazočaranje about the optionmožnost that you choseizbral.
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kar je pod pričakovanji
pri izbrani možnosti.
10:45
SecondDrugi, what economistsekonomisti call "opportunitypriložnost costsstroške."
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Drugemu razlogu ekonomisti
pravijo "cena priložnosti".
10:48
DanDan GilbertGilbert madeizdelane a bigvelik pointtočka this morningjutro
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Dan Gilbert je danes zjutraj
dobro izpostavil bistvo,
10:50
of talkinggovoriti about how much the way in whichki we valuevrednost things
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ko je govoril, kako je
način ocenjevanja stvari,
10:55
dependsodvisno on what we compareprimerjati them to.
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odvisen od tega, s čim jih primerjamo.
10:57
Well, when there are lots of alternativesalternative to considerrazmislite,
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Ko moramo upoštevati veliko alternativ,
11:01
it is easyenostavno to imaginezamislite the attractiveprivlačen featuresLastnosti
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si z lahkoto predstavljamo
privlačne lastnosti
11:04
of alternativesalternative that you rejectZavrni,
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vseh tistih alternativ, ki jih zavrnemo,
11:07
that make you lessmanj satisfiedzadovoljni with the alternativealternativa that you've chosenizbran.
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zaradi tega pa se počutimo
manj zadovoljni z izbrano alternativo.
11:12
Here'sTukaj je an exampleprimer. For those of you who aren'tne NewNove YorkersYorka, I apologizese opravičujem.
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Imam primer: Za tiste, ki niste
Newyorčani, se opravičujem.
11:16
(LaughterSmeh)
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(Smeh)
11:17
But here'sTukaj je what you're supposeddomnevno to be thinkingrazmišljanje.
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Ampak sedaj glejte
kako bi morali razmišljati..
11:19
Here'sTukaj je this couplepar on the HamptonsHamptons.
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Obstaja določen par na Hamptonu.
11:21
Very expensivedraga realresnično estatenepremičnine.
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Zelo draga nepremičnina.
11:23
GorgeousKrasen beachplaža. Beautifulčudovito day. They have it all to themselvessami.
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Čudovita plaža. Lep dan. Vse imajo zase.
11:26
What could be better? "Well, damnPrekleto it,"
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Kaj bi lahko bilo boljše? "Presneto,"
11:28
this guy is thinkingrazmišljanje, "It's AugustAvgust.
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si misli moški, "Avgust je.
11:30
EverybodyVsi in my ManhattanManhattan neighborhoodsoseska is away.
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Vsi v moji Manhattanski soseski so nekje.
11:34
I could be parkingparkiranje right in frontspredaj of my buildingstavbe."
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Lahko bi parkiral točno pred svojo hišo."
11:38
And he spendsporabi two weekstednih naggedzajedljivec by the ideaideja
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Dva tedna zapravi z idejo,
11:41
that he is missingpogrešam the opportunitypriložnost, day after day, to have a great parkingparkiranje spaceprostor.
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da zamuja priložnost, dan za dnem,
ko bi lahko imel odlično parkirno mesto.
11:48
OpportunityPriložnost costsstroške subtractodštevanje from the satisfactionzadovoljstvo we get out of what we chooseizberite,
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Stroški priložnosti znižujejo zadovoljstvo,
ki ga dobimo s sprejemanjem odločitev,
11:52
even when what we chooseizberite is terrificgrozen.
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tudi, ko je naša odločitev odlična.
11:55
And the more optionsopcije there are to considerrazmislite,
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In več kot imamo možnosti,
o katerih lahko razmišljamo,
11:57
the more attractiveprivlačen featuresLastnosti of these optionsopcije
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tem bolj bomo o privlačnih
lastnosti teh možnosti
11:59
are going to be reflectedodraža by us as opportunitypriložnost costsstroške.
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razmišljali kot o stroških priložnosti.
12:03
Here'sTukaj je anotherdrugo exampleprimer.
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Imam še en primer.
12:09
Now this cartoonrisanka makesnaredi a lot of pointstočke.
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Ta strip izpostavi veliko dobrih idej.
12:11
It makesnaredi pointstočke about livingživeti in the momenttrenutek as well,
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Govori o temu, kako živimo v trenutku
12:15
and probablyverjetno about doing things slowlypočasi.
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in verjetno tudi o tem,
da delamo stvari počasi.
12:17
But one pointtočka it makesnaredi is that wheneverkadarkoli you're choosingizbira one thing,
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Ena od bistvenih izpostavljenih stvari je,
da kadarkoli se odločamo za eno stvar,
12:20
you're choosingizbira not to do other things.
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se odločamo, da ne bomo
naredili drugih stvari.
12:22
And those other things maylahko have lots of attractiveprivlačen featuresLastnosti,
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In te druge stvari imajo lahko
veliko privlačnih lastnosti,
12:24
and it's going to make what you're doing lessmanj attractiveprivlačen.
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ki bodo naredile tisto,
kar delamo, manj privlačno.
12:27
ThirdTretje: escalationstopnjevanje of expectationspričakovanja.
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Tretji razlog je stopnjevanje pričakovanj.
12:29
This hitudaril me when I wentšla to replacezamenjati my jeanskavbojke.
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To sem ugotovil,
ko sem zamenjal svoje kavbojke.
12:32
I wearobrabo jeanskavbojke almostskoraj all the time.
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Kavbojke nosim skoraj ves čas.
12:34
And there was a time when jeanskavbojke cameprišel in one flavorokus,
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Nekaj časa nazaj je bila v modi
določena vrsta kavbojk,
12:37
and you boughtkupil them, and they fitfit like crapsranje,
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in ko si jih kupil,
sploh niso bile po meri,
12:39
and they were incrediblyneverjetno uncomfortableneprijetno,
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poleg tega so bile izjemno neudobne,
12:41
and if you worenosil them long enoughdovolj and washedoprano them enoughdovolj timeskrat,
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a če si jih nosil dovolj dolgo
in jih velikokrat opral,
12:43
they startedzačel to feel OK.
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so postale OK.
12:45
So I wentšla to replacezamenjati my jeanskavbojke after yearslet and yearslet of wearingnošenje these oldstar onestiste,
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Tako sem šel zamenjati kavbojke
po letih in letih nošenja starih,
12:48
and I said, you know, "I want a pairpar of jeanskavbojke. Here'sTukaj je my sizevelikost."
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in rekel sem: "Hočem kavbojke.
Tu je moja velikost."
12:51
And the shopkeepertrgovec said,
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Trgovec je rekel:
12:52
"Do you want slimslim fitfit, easyenostavno fitfit, relaxedsproščeno fitfit?
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"Hočete oprijete, navadne ali široke?
12:55
You want buttongumb flyletenje or zipperzadrgo flyletenje? You want stonewashedstonewashed or acid-washedizprana v kislini?
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Hočete hlače z gumbi ali zadrgo?
Hočete navadno ali kemično čiščenje?
12:58
Do you want them distressedstiski?
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Ali hočete take, ki so strgane?
13:00
You want bootškorenj cutcut, you want taperedstožčasti, blahblah blahblah blahblah ..." On and on he wentšla.
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Ali hočete prirezane na dnu,
bla bla bla" ... je govoril in govoril.
13:03
My jawčeljusti droppedpadla, and after I recoveredizterjati, I said,
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Padla mi je čeljust in
ko sem jo pobral, sem rekel:
13:06
"I want the kindvrste that used to be the only kindvrste."
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"Hočem tiste, ki so bile včasih edine."
13:09
(LaughterSmeh)
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(Smeh)
13:14
He had no ideaideja what that was,
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Sanjalo se mu ni, kakšne so to bile,
13:16
so I spentpreživel an houruro tryingposkušam on all these damnPrekleto jeanskavbojke,
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tako da sem porabil celo uro
z iskanjem pravih kavbojk,
13:20
and I walkedhodil out of the storeshranite -- truthresnica! -- with the best-fittingnajbolje prilegajočo jeanskavbojke I had ever had.
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in potem odšel iz trgovine z najbolje
prilegajočimi hlačami, kar sem jih kdaj imel.
13:25
I did better. All this choiceizbira madeizdelane it possiblemogoče for me to do better.
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Bil sem na boljšem. Vsa ta izbira mi je
omogočila, da sem izbral boljši par.
13:29
But I feltčutil worseslabše.
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A počutil sem se slabše.
13:33
Why? I wrotenapisal a wholeceloto bookknjigo to try to explainpojasnite this to myselfjaz. (LaughterSmeh)
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Zakaj? Napisal sem celo knjigo,
da bi si razložil. (Smeh)
13:37
The reasonrazlog I feltčutil worseslabše is that,
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Slabše sem se počutil,
13:45
with all of these optionsopcije availablena voljo,
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ker se se moja pričakovanja
13:48
my expectationspričakovanja about how good a pairpar of jeanskavbojke should be wentšla up.
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glede dobrih kavbojk, z vsemi
dostopnimi možnostmi, povečala.
13:54
I had very lownizka --
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Imel sem zelo nizka -
13:55
I had no particularzlasti expectationspričakovanja when they only cameprišel in one flavorokus.
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nisem imel nobenih posebnih pričakovanj,
ko je bil na voljo le en tip kavbojk.
13:58
When they cameprišel in 100 flavorsokusi, damnPrekleto it,
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Ko so prišle v 100
različnih oblikah, prekleto,
14:00
one of them should'vemoram been perfectpopolno.
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bi ena izmed njih morala biti popolna.
14:02
And what I got was good, but it wasn'tni bilo perfectpopolno.
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To, kar sem dobil, je bilo dobro,
ni pa bilo popolno.
14:04
And so I comparedprimerjali what I got to what I expectedpričakovano,
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Zato sem primerjal tisto, kar sem dobil,
s tistim, kar sem pričakoval.
14:07
and what I got was disappointingrazočaranje in comparisonprimerjava to what I expectedpričakovano.
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Stvar, ki sem jo dobil me je razočarala.
14:10
AddingDodajanje optionsopcije to people'sljudje livesživi
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Dodajanje možnosti v življenja ljudi,
14:13
can't help but increaseporast the expectationspričakovanja people have
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ne more delovati drugače,
kot da poveča njihova pričakovanja
14:17
about how good those optionsopcije will be.
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glede tega, kako dobre bodo te možnosti.
14:19
And what that's going to produceproizvajajo is lessmanj satisfactionzadovoljstvo with resultsrezultate,
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Zato pride do manjšega
zadovoljstva z rezultati,
14:22
even when they're good resultsrezultate.
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čeprav so rezultati dobri.
14:25
NobodyNihče ne in the worldsvet of marketingtrženje knowsve this,
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V svetu marketinga tega nihče ne ve,
14:28
because if they did, you wouldn'tne bi all know what this was about.
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kajti če bi, vi vsi tukaj
ne bi vedeli, o čem govorim.
14:34
The truthresnica is more like this.
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Resnica je bolj podobna temu.
14:37
(LaughterSmeh)
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(Smeh)
14:40
The reasonrazlog that everything was better back when everything was worseslabše
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Razlog, zakaj je bilo včasih vse boljše,
ko je bilo vse slabše,
14:44
is that when everything was worseslabše,
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je, ko je bilo vse slabše,
14:46
it was actuallydejansko possiblemogoče for people to have experiencesizkušnje that were a pleasantprijetno surprisepresenečenje.
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so ljudje dejansko občutili
izkušnjo prijetnega presenečenja.
14:51
NowadaysDanes, the worldsvet we livev živo in -- we affluentbogatih, industrializedindustrializirano citizensdržavljani,
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Dandanes, svet v katerem živimo -
mi, premožni industrializirani državljani,
14:55
with perfectionpopolnosti the expectationpričakovanja --
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s popolnostjo pričakovanja --
14:57
the bestnajboljši you can ever hopeupanje for is that stuffstvari is as good as you expectpričakovati it to be.
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najboljše, kar lahko upamo, je, da bodo
stvari tako dobre, kot pričakujemo, da bodo.
15:01
You will never be pleasantlyprijetno surprisedpresenečen
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Nikoli ne boste prijetno presenečeni,
15:03
because your expectationspričakovanja, my expectationspričakovanja, have goneizginil throughskozi the roofstreha.
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ker so vaša pričakovanja,
moja pričakovanja, presegla vse meje.
15:07
The secretskrivnost to happinesssreča -- this is what you all cameprišel for --
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Skrivnost sreče -
zaradi tega ste vsi prišli -
15:10
the secretskrivnost to happinesssreča is lownizka expectationspričakovanja.
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skrivnost sreče so nizka pričakovanja.
15:16
(LaughterSmeh)
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(Smeh)
15:18
(ApplauseAplavz)
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(Aplavz)
15:24
I want to say -- just a little autobiographicalavtobiografski momenttrenutek --
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Rad bi povedal - samo majhen
avtobiografski trenutek -
15:28
that I actuallydejansko am marriedporočen to a wifežena,
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da sem dejansko poročen z ženo,
15:31
and she's really quitečisto wonderfulČudovito.
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ki je res čudovita.
15:33
I couldn'tni mogel have doneKončano better. I didn't settleporavnavo.
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Ne bi mogel biti na boljšem.
Nisem se sprijaznil z manj.
15:36
But settlingreševanje isn't always suchtako a badslab thing.
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Sprijazniti se z manj
sicer ni vedno tako slabo.
15:39
FinallyKončno, one consequenceposledica of buyingnakup a bad-fittingslabo vgradnjo pairpar of jeanskavbojke
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Še ena posledica nakupa kavbojk,
ki se ne prilegajo dobro je,
15:44
when there is only one kindvrste to buykupiti
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ko imamo na voljo le eno vrsto kavbojk,
15:47
is that when you are dissatisfiednezadovoljni, and you askvprašajte why,
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je, da ko smo nezadovoljni
in se vprašamo, zakaj,
15:49
who'skdo je responsibleodgovoren, the answerodgovor is clearjasno:
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kdo je odgovoren, bo odgovor jasen:
15:51
the worldsvet is responsibleodgovoren. What could you do?
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Svet je odgovoren. Kaj bi lahko storil?
15:54
When there are hundredsstotine of differentdrugačen stylessloge of jeanskavbojke availablena voljo,
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Ko imamo na voljo na stotine
različnih vrst kavbojk,
15:57
and you buykupiti one that is disappointingrazočaranje,
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in kupimo en par, ki nas razočara,
16:00
and you askvprašajte why, who'skdo je responsibleodgovoren?
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in se vprašamo, zakaj,
kdo je odgovoren?
16:02
It is equallyenako clearjasno that the answerodgovor to the questionvprašanje is you.
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Precej jasno je, da je odgovor
na vprašanje mi sami.
16:07
You could have doneKončano better.
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Mi sami bi lahko izbrali bolje.
16:09
With a hundredsto differentdrugačen kindsvrste of jeanskavbojke on displayprikaz,
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Če imamo na stotine različnih
vrst kavbojk na voljo,
16:12
there is no excuseizgovor for failureneuspeh.
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nimamo izgovora za neuspeh.
16:14
And so when people make decisionsodločitve,
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Se pravi, ko se ljudje odločajo,
16:16
and even thoughčeprav the resultsrezultate of the decisionsodločitve are good,
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čeprav so rezultati odločitev dobri,
16:19
they feel disappointedrazočaran about them;
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se počutijo razočarani
glede svojih odločitev;
16:22
they blamekrivda themselvessami.
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krivijo same sebe.
16:24
ClinicalKliničnih depressiondepresija has explodedeksplodirala in the industrialindustrijski worldsvet in the last generationgeneracije.
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Klinična depresija je eksplodirala v
industrializiranem svetu v zadnji generaciji.
16:28
I believe a significantpomembno -- not the only, but a significantpomembno -- contributorprispeva
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Verjamem, da predstavljajo pomemben
- ne edini, toda pomemben - dejavnik
16:32
to this explosioneksplozija of depressiondepresija, and alsotudi suicidesamomor,
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za to eksplozijo depresije in samomorov,
16:35
is that people have experiencesizkušnje that are disappointingrazočaranje
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izkušnje razočanosti pri ljudeh,
16:38
because theirnjihovi standardsstandardov are so highvisoko,
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ker si postavljajo previsoke standarde,
16:40
and then when they have to explainpojasnite these experiencesizkušnje to themselvessami,
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in ko si morajo razložiti te izkušnje,
16:43
they think they're at faultkrivda.
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si mislijo, da so si krivi sami.
16:45
And so the netmreža resultrezultat is that we do better in generalsplošno, objectivelyobjektivno,
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Končni rezultat je, da nam gre
objektivno gledano bolje,
16:49
and we feel worseslabše.
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počutimo pa se slabše.
16:52
So let me remindopomni you.
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Naj vas opomnim.
16:55
This is the officialuradni dogmadogma, the one that we all take to be trueresnično,
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To je uradna dogma, tista,
ki jo vsi imamo za resnično,
16:59
and it's all falsenapačen. It is not trueresnično.
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a je napačna. Ni resnična.
17:03
There's no questionvprašanje that some choiceizbira is better than nonenič,
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Brez dvoma je nekaj izbire
boljše kot nobena izbira,
17:07
but it doesn't followsledite from that that more choiceizbira is better than some choiceizbira.
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a iz tega ne sledi, da je veliko
izbire boljše od nekaj izbire.
17:12
There's some magicalčarobno amountznesek. I don't know what it is.
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Obstaja neka čarobna količina,
ki je ne poznam.
17:15
I'm prettylepa confidentsamozavesten that we have long sinceod passedminilo the pointtočka
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Zelo sem prepričan, da smo količino,
17:18
where optionsopcije improveizboljšati our welfaredobro počutje.
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kjer bi izboljšali svoje blagostanje,
že davno prekoračili.
17:20
Now, as a policypolitika matterzadevo -- I'm almostskoraj doneKončano --
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Danes, moramo kot del politike -
skoraj sem gotov -
17:23
as a policypolitika matterzadevo, the thing to think about is this:
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kot del politike, razmišljati o tem:
17:27
what enablesomogoča all of this choiceizbira in industrialindustrijski societiesdružb is materialmaterial affluenceobilja.
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vso to izbiro v industrializiranih družbah
nam omogoča materialno obilje.
17:34
There are lots of placesmesta in the worldsvet,
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Obstaja veliko krajev na svetu,
17:36
and we have heardslišal about severalveč of them,
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o mnogih izmed njih smo slišali,
17:38
where theirnjihovi problemproblem is not that they have too much choiceizbira.
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kjer ni problem v tem,
da imajo preveč izbire.
17:40
TheirNjihovega problemproblem is that they have too little.
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Njihov problem je, da je imajo premalo.
17:43
So the stuffstvari I'm talkinggovoriti about is the peculiarznačilen problemproblem
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Govorim torej o značilnem problemu
17:46
of modernmoderno, affluentbogatih, WesternWestern societiesdružb.
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moderne zahodne družbe izobilja.
17:49
And what is so frustratingfrustrirajuće and infuriatingRazjarujući is this:
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Najbolj frustrirajoče in razjarjajoče,
o čemer vam je včeraj
govoril Steve Levitt, je,
17:53
SteveSteve LevittLevitt talkedgovoril to you yesterdayvčeraj about how
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17:55
these expensivedraga and difficult-to-installtežko za namestitev childotrok seatssedeži don't help. It's a wasteodpadki of moneydenar.
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kako ti dragi in težko namestljivi otroški
sedeži ne pomagajo. So izguba denarja.
18:06
What I'm tellingpovedal you is that these expensivedraga, complicatedzapleteno choicesizbire --
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Jaz pa vam govorim o tem,
da te drage kompleksne izbire,
18:10
it's not simplypreprosto that they don't help.
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ne le, da ne pomagajo.
18:12
They actuallydejansko hurtboli.
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V bistvu škodujejo.
18:14
They actuallydejansko make us worseslabše off.
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Zaradi njih nam je težje v življenju.
18:17
If some of what enablesomogoča people in our societiesdružb to make all of the choicesizbire we make
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Če bi nekaj od tega, kar nam v naši
družbi omogoča sprejeti vse to odločitve
18:22
were shiftedpremaknjen to societiesdružb in whichki people have too fewmalo optionsopcije,
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prenesli v družbe, kjer imajo
ljudje premalo izbire,
18:27
not only would those people'sljudje livesživi be improvedizboljšali,
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ne samo, da bi se izboljšala
njihova življenja,
18:29
but oursnaša would be improvedizboljšali alsotudi.
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tudi naša bi se.
18:32
This is what economistsekonomisti call a "Pareto-improvingPareto izboljšanja movePremakni se."
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Ekonomisti temu pravijo
"Paretovo izboljšanje".
18:35
IncomeDohodek redistributionprerazporeditev will make everyonevsi better off -- not just poorslabo people --
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Prerazporejanje dohodka bo izboljšalo
življenje vseh - ne le revnih ljudi -
18:40
because of how all this excesspresežek choiceizbira plagueszla us.
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ker nas vsa ta odvečna izbira obremenjuje.
18:44
So to concludezaključiti. You're supposeddomnevno to readpreberite this cartoonrisanka,
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Če zaključim. Prebrali naj bi ta strip,
18:48
and, beingbiti a sophisticatedprefinjeno personoseba, say,
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in kot sofisticirana oseba rekli:
18:50
"AhAh! What does this fishribe know?
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"Oh! Kaj ta riba ve?
18:52
You know, nothing is possiblemogoče in this fishbowlFishbowl."
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Veste, nič ni možno v tej ribji posodi."
18:56
ImpoverishedOsiromašena imaginationdomišljijo, a myopicKratkovidan viewpogled of the worldsvet --
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Osiromašena domišljija,
kratkoviden pogled na svet -
18:58
and that's the way I readpreberite it at first.
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tako sem ga sam najprej prebral.
19:00
The more I thought about it, howeverVendar,
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Ampak, bolj kot sem razmišljal o tem,
19:02
the more I cameprišel to the viewpogled that this fishribe knowsve something.
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bolj sem se mi je zdelo,
da ta riba nekaj ve.
19:06
Because the truthresnica of the matterzadevo is that
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Resnica o tej zadevi je,
19:08
if you shatterrazbila the fishbowlFishbowl so that everything is possiblemogoče,
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če razbiješ ribjo posodo,
tako da je vse mogoče,
19:13
you don't have freedomsvobodo. You have paralysisparaliza.
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ne dobiš svobode. Dobiš paralizo.
19:16
If you shatterrazbila this fishbowlFishbowl so that everything is possiblemogoče,
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Če to ribjo posodo razbiješ,
tako da je vse možno,
19:19
you decreasezmanjšanje satisfactionzadovoljstvo.
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zmanjšaš zadovoljstvo.
19:23
You increaseporast paralysisparaliza, and you decreasezmanjšanje satisfactionzadovoljstvo.
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Povečaš paralizo in zmanjšaš zadovoljstvo.
19:27
EverybodyVsi needspotrebe a fishbowlFishbowl.
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Vsi potrebujemo ribjo posodo.
19:29
This one is almostskoraj certainlyzagotovo too limitedomejeno --
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Ta je skoraj zagotovo preveč omejena -
19:31
perhapsmorda even for the fishribe, certainlyzagotovo for us.
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mogoče tudi za ribe,
za nas pa definitivno.
19:34
But the absenceodsotnost of some metaphoricalmetaforično fishbowlFishbowl is a reciperecept for miserybedo,
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Toda, odsotnost metaforične
ribje posode je recept za bedo
19:38
and, I suspectsumite, disasterkatastrofa.
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in, predvidevam, katastrofo.
19:41
Thank you very much.
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Hvala lepa.
19:43
(ApplauseAplavz)
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(Aplavz)
Translated by Sebastijan Veselič
Reviewed by Nina Ivančič

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ABOUT THE SPEAKER
Barry Schwartz - Psychologist
Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he's studying wisdom.

Why you should listen

In his 2004 book The Paradox of Choice, Barry Schwartz tackles one of the great mysteries of modern life: Why is it that societies of great abundance — where individuals are offered more freedom and choice (personal, professional, material) than ever before — are now witnessing a near-epidemic of depression? Conventional wisdom tells us that greater choice is for the greater good, but Schwartz argues the opposite: He makes a compelling case that the abundance of choice in today's western world is actually making us miserable.

Infinite choice is paralyzing, Schwartz argues, and exhausting to the human psyche. It leads us to set unreasonably high expectations, question our choices before we even make them and blame our failures entirely on ourselves. His relatable examples, from consumer products (jeans, TVs, salad dressings) to lifestyle choices (where to live, what job to take, who and when to marry), underscore this central point: Too much choice undermines happiness.

Schwartz's previous research has addressed morality, decision-making and the varied inter-relationships between science and society. Before Paradox he published The Costs of Living, which traces the impact of free-market thinking on the explosion of consumerism -- and the effect of the new capitalism on social and cultural institutions that once operated above the market, such as medicine, sports, and the law.

Both books level serious criticism of modern western society, illuminating the under-reported psychological plagues of our time. But they also offer concrete ideas on addressing the problems, from a personal and societal level.

Schwartz is the author of the TED Book, Why We Work

More profile about the speaker
Barry Schwartz | Speaker | TED.com