TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malkolm Gladvel (Malcolm Gladwell): Izbor, sreća i sos za špagete
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8,618,534 views
Autor knjige "Tačka preokreta" (Tipping point), Malkolm Gladvel, zalazi u potragu prehrambene industrije za savršenim sosom za špagete - i iznosi širu sliku o prirodi izbora i sreće.
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. Full bio
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.
00:25
I think I was supposed
to talk about my new book,
to talk about my new book,
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Mislim da je trebalo da govorim
o svojoj novoj knjizi,
o svojoj novoj knjizi,
00:27
which is called "Blink,"
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koja se zove "Tren",
00:29
and it's about snap judgments
and first impressions.
and first impressions.
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i govori o brzom donošenju odluka
i prvih utisaka.
i prvih utisaka.
00:32
And it comes out in January,
and I hope you all buy it in triplicate.
and I hope you all buy it in triplicate.
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Izlazi u januaru, nadam se
da ćete svi kupiti više primeraka.
da ćete svi kupiti više primeraka.
00:36
(Laughter)
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(Smeh)
00:38
But I was thinking about this,
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Ali, razmišljao sam o ovome,
00:39
and I realized that although
my new book makes me happy,
my new book makes me happy,
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i shvatio da,
iako me moja nova knjiga čini srećnim,
iako me moja nova knjiga čini srećnim,
00:44
and I think would make my mother happy,
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i mislim da bi usrećila i moju majku,
00:46
it's not really about happiness.
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ona ne govori o sreći.
Pa sam zato odlučio da govorim o nekome
00:49
So I decided instead,
I would talk about someone
I would talk about someone
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ko je, po mom mišljenju,
za sreću Amerikanaca učinio
za sreću Amerikanaca učinio
00:52
who I think has done as much
to make Americans happy
to make Americans happy
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00:56
as perhaps anyone over the last 20 years,
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koliko i bilo ko u poslednjih 20 godina,
00:59
a man who is a great
personal hero of mine:
personal hero of mine:
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o čoveku koji je moj lični heroj,
01:02
someone by the name of Howard Moskowitz,
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a zove se Hauard Moskovic,
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
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i najpoznaitiji je po tome
što je promenio sos za špagete.
što je promenio sos za špagete.
01:10
Howard's about this high, and he's round,
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Hauard je otprilike ove visine,
okrugao je,
okrugao je,
01:14
and he's in his 60s,
and he has big huge glasses
and he has big huge glasses
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šezdesetih godina, nosi ogromne naočare,
ima tanku sedu kosu
01:19
and thinning gray hair,
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01:21
and he has a kind of wonderful
exuberance and vitality,
exuberance and vitality,
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i poseduje divnu energiju i vitalnost,
01:25
and he has a parrot,
and he loves the opera,
and he loves the opera,
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ima papagaja i voli operu,
01:28
and he's a great aficionado
of medieval history.
of medieval history.
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i veliki je poznavalac
srednjevekovne istorije.
srednjevekovne istorije.
01:33
And by profession, he's a psychophysicist.
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A po profesiji je psihofizičar.
01:35
Now, I should tell you that I have no idea
what psychophysics is,
what psychophysics is,
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Trebalo bi da napomenem da nemam pojma
šta je psihofizika,
šta je psihofizika,
01:40
although at some point in my life,
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mada sam u jednom periodu u životu
01:42
I dated a girl for two years
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izlazio dve godine sa jednom devojkom
01:43
who was getting
her doctorate in psychophysics.
her doctorate in psychophysics.
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koja je radila na doktoratu i psihofizike.
01:45
Which should tell you something
about that relationship.
about that relationship.
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To bi trebalo da govori nešto o toj vezi.
01:49
(Laughter)
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(Smeh)
01:51
As far as I know, psychophysics
is about measuring things.
is about measuring things.
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Koliko ja znam,
u psihofizici se mere stvari.
u psihofizici se mere stvari.
01:54
And Howard is very interested
in measuring things.
in measuring things.
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A Hauard je veoma zainteresovan
za merenje stvari.
za merenje stvari.
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
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Doktorirao je na Harvardu,
01:59
and he set up a little consulting shop
in White Plains, New York.
in White Plains, New York.
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a onda osnovao malu konsultantsku
kancelariju u Vajt Plejnsu, Njujork.
kancelariju u Vajt Plejnsu, Njujork.
02:03
And one of his first clients was Pepsi.
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Jedan od njegovih prvih klijenata
bio je Pepsi.
bio je Pepsi.
02:06
This is many years ago,
back in the early 70s.
back in the early 70s.
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Ovo je davno, ranih sedamdesetih.
02:10
And Pepsi came to Howard and they said,
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Pepsi je došao kod Haurda i rekao:
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
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"Znaš, postoji nešto novo zvano aspartam,
02:14
and we would like to make Diet Pepsi.
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i hteli bismo da napravimo Dijet Pepsi.
02:16
We'd like you to figure out
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Hteli bismo da ti izračunaš
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
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koliko aspartama treba da stavimo
u svaku konzervu Dijet Pepsija
u svaku konzervu Dijet Pepsija
02:22
in order to have the perfect drink."
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da bismo dobili savršeno piće."
02:24
Now that sounds like an incredibly
straightforward question to answer,
straightforward question to answer,
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To deluje kao izuzetno jasno pitanje,
02:28
and that's what Howard thought.
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mislio je Hauard.
02:30
Because Pepsi told him,
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Jer, Pepsi mu je rekao:
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
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"Radimo sa količinom
od 8 do 12 procenata.
od 8 do 12 procenata.
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
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Sve ispod 8 nije dovoljno slatko;
02:37
anything above 12 percent
sweetness is too sweet.
sweetness is too sweet.
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sve preko 12 je preslatko.
02:40
We want to know: what's the sweet
spot between 8 and 12?"
spot between 8 and 12?"
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Želimo da znamo: gde je idealna tačka
između 8 i 12?"
između 8 i 12?"
02:44
Now, if I gave you this problem to do,
you would all say, it's very simple.
you would all say, it's very simple.
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Sad, da vam dam ovaj problem,
rekli biste da je veoma jednostavan.
rekli biste da je veoma jednostavan.
02:48
What we do is you make up
a big experimental batch of Pepsi,
a big experimental batch of Pepsi,
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Napravićemo veliku eksperimentalnu
količinu Pepsija
količinu Pepsija
02:51
at every degree of sweetness --
eight percent, 8.1, 8.2, 8.3,
eight percent, 8.1, 8.2, 8.3,
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sa svakim stepenom slatkoće -
8%, 8.1, 8.2, 8.3,
8%, 8.1, 8.2, 8.3,
02:56
all the way up to 12 --
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sve do 12 -
02:57
and we try this out
with thousands of people,
with thousands of people,
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i isprobaćemo sa hiljadama ljudi
03:00
and we plot the results on a curve,
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i rasporedićemo rezultate grafički
03:02
and we take the most popular
concentration, right?
concentration, right?
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i uzećemo najpopularniju koncentraciju,
je l' tako?
je l' tako?
03:05
Really simple.
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Veoma jednostavno.
03:06
Howard does the experiment,
and he gets the data back,
and he gets the data back,
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Hauard uradi eksperiment
i dobije rezultate,
i dobije rezultate,
03:09
and he plots it on a curve,
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rasporedi ih grafički
03:10
and all of a sudden he realizes
it's not a nice bell curve.
it's not a nice bell curve.
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i odjednom shvati da nema lepu
zvonastu krivu.
zvonastu krivu.
03:13
In fact, the data doesn't make any sense.
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U stvari, podaci uopšte nemaju smisla.
03:15
It's a mess. It's all over the place.
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U potpunom su haosu, na sve strane.
03:17
Now, most people in that business,
in the world of testing food and such,
in the world of testing food and such,
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Sad, većina ljudi u tom poslu,
u isprobavanju hrane i pića,
u isprobavanju hrane i pića,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
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ne potresa se kad dobije haotične podatke.
03:25
They think, "Well, you know,
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Pomisle: "Pa, znate,
03:26
figuring out what people think
about cola's not that easy."
about cola's not that easy."
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nije lako shvatiti
šta ljudi misle o koli."
šta ljudi misle o koli."
03:29
"You know, maybe we made an error
somewhere along the way."
somewhere along the way."
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"Znate, možda smo negde usput pogrešili".
03:32
"You know, let's just
make an educated guess,"
make an educated guess,"
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"Hajde da samo napravimo procenu",
03:34
and they simply point
and they go for 10 percent,
and they go for 10 percent,
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i onda samo gađaju i ubodu 10 procenata,
03:37
right in the middle.
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tačno u sredinu.
03:38
Howard is not so easily placated.
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Hauard se ne smiruje tako lako.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
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On je čovek sa određenim stepenom
intelektualnih standarda.
intelektualnih standarda.
03:43
And this was not good enough for him,
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Ovo za njega nije bilo dovoljno dobro,
03:45
and this question bedeviled him for years.
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i to pitanje ga je mučilo godinama.
03:48
And he would think it through
and say, "What was wrong?
and say, "What was wrong?
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Razmišljao bi i rekao: "Šta ne valja?
03:50
Why could we not make sense
of this experiment with Diet Pepsi?"
of this experiment with Diet Pepsi?"
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Zašto taj eksperiment sa Dijet Pepsijem
nije imao smisla?"
nije imao smisla?"
03:55
And one day, he was sitting
in a diner in White Plains,
in a diner in White Plains,
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Jednog dana, sedeo je u restoranu
u Vajt Plejnsu,
u Vajt Plejnsu,
03:57
about to go trying to dream up
some work for Nescafé.
some work for Nescafé.
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i hteo je da osmisli nešto za Nescafe.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
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Odjednom, kao udar groma,
stigao mu je odgovor.
stigao mu je odgovor.
04:04
And that is, that when they analyzed
the Diet Pepsi data,
the Diet Pepsi data,
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A to je, da kada su analizirali podatke
za Dijet Pepsi,
za Dijet Pepsi,
04:07
they were asking the wrong question.
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postavljali su pogrešno pitanje.
04:09
They were looking for the perfect Pepsi,
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Tražili su savršeni Pepsi,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
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ali trebalo je da traže savršene Pepsije.
04:15
Trust me.
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Verujte mi.
04:16
This was an enormous revelation.
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To je bio ogromno otkrovenje.
04:18
This was one of the most brilliant
breakthroughs in all of food science.
breakthroughs in all of food science.
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Ovo je jedno od najgenijalnijih otkrića
u celokupnoj nauci o hrani.
u celokupnoj nauci o hrani.
04:22
Howard immediately went on the road,
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Hauard je istog trenutka krenuo na put
04:24
and he would go to conferences
around the country,
around the country,
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i išao je na konferencije širom zemlje,
04:26
and he would stand up and say,
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gde bi ustao i rekao:
04:28
"You had been looking
for the perfect Pepsi.
for the perfect Pepsi.
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"Tražili ste savršen Pepsi.
04:30
You're wrong.
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Grešite.
04:31
You should be looking
for the perfect Pepsis."
for the perfect Pepsis."
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Trebalo bi da tražite savršene Pepsije."
04:34
And people would look at him
blankly and say,
blankly and say,
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Ljudi bi ga belo gledali i pitali:
04:37
"What are you talking about? Craziness."
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"O čemu pričaš? Ludost."
04:39
And they would say, "Move! Next!"
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Rekli bi: "Pomeri se! Sledeći!"
04:40
Tried to get business,
nobody would hire him --
nobody would hire him --
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Probao je da se zaposli,
niko ga nije hteo -
niko ga nije hteo -
04:43
he was obsessed, though,
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doduše, bio je opsednut
04:44
and he talked about it
and talked about it.
and talked about it.
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i pričao je o tome i pričao.
04:46
Howard loves the Yiddish expression
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Hauard voli onaj izraz na jidišu
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
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"Za crva u renu, ren je ceo svet".
04:51
This was his horseradish.
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Ovo je bio njegov ren.
04:52
(Laughter)
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(Smeh)
04:54
He was obsessed with it!
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Bio je opsednut time!
04:56
And finally, he had a breakthrough.
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I konačno, doživeo je preokret.
04:59
Vlasic Pickles came to him,
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Posetili su ga iz firme "Vlasic Pickels"
05:01
and they said, "Doctor Moskowitz,
we want to make the perfect pickle."
we want to make the perfect pickle."
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i rekli: "Doktore Moskovic, želimo
da napravite savršeni krastavac."
da napravite savršeni krastavac."
05:06
And he said,
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On je odgovorio:
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
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"Ne postoji savršeni krastavac;
postoje samo savršeni krastavci."
postoje samo savršeni krastavci."
05:11
And he came back to them and he said,
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A onda im se vratio i rekao:
05:12
"You don't just need
to improve your regular;
to improve your regular;
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"Ne treba samo da poboljšate
vaše obične krastavce;
vaše obične krastavce;
05:15
you need to create zesty."
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morate da napravite kisele."
05:16
And that's where we got zesty pickles.
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I tako smo dobili
kisele krastavce u tegli.
kisele krastavce u tegli.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
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Onda mu je došla sledeća osoba:
Kembelova supa.
Kembelova supa.
05:21
And this was even more important.
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A ovo je bilo još važnije.
05:23
In fact, Campbell's Soup
is where Howard made his reputation.
is where Howard made his reputation.
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U stvari, na Kembelovoj supi
je Hauard izgradio svoju reputaciju.
je Hauard izgradio svoju reputaciju.
05:27
Campbell's made Prego,
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Oni su pravili "Prego",
05:28
and Prego, in the early 80s,
was struggling next to Ragù,
was struggling next to Ragù,
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a "Prego" se ranih osamdesetih
borio pored "Ragua",
borio pored "Ragua",
05:32
which was the dominant
spaghetti sauce of the 70s and 80s.
spaghetti sauce of the 70s and 80s.
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koji je bio dominantan sos za špagete
sedamdesetih i osamdesetih.
sedamdesetih i osamdesetih.
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
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U toj industriji - ne znam
da li vas ovo zanima,
da li vas ovo zanima,
05:39
or how much time I have to go into this.
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ili koliko vremena imam da ulazim u to.
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
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Ali, tehnički govoreći -
ovo je digresija -
ovo je digresija -
05:43
Prego is a better tomato sauce than Ragù.
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"Prego" je bolji paradajz sos od "Ragua".
05:45
The quality of the tomato paste
is much better;
is much better;
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Kvalitet osnove od paradajza
je mnogo bolji;
je mnogo bolji;
05:48
the spice mix is far superior;
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mešavina začina je na mnogo višem nivou;
05:50
it adheres to the pasta
in a much more pleasing way.
in a much more pleasing way.
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mnogo lepše se spaja sa pastom.
05:52
In fact, they would do
the famous bowl test
the famous bowl test
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U stvari, radili su čuveni test sa činijom
05:54
back in the 70s with Ragù and Prego.
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davnih sedamdesetih,
sa "Raguom" i sa "Pregom".
sa "Raguom" i sa "Pregom".
05:57
You'd have a plate of spaghetti,
and you would pour it on, right?
and you would pour it on, right?
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Imate tanjir špageta i sipate preko njih,
je l' tako?
je l' tako?
06:01
And the Ragù would all go to the bottom,
and the Prego would sit on top.
and the Prego would sit on top.
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"Ragu" bi otišao na dno,
a "Prego" bi ostao na vrhu.
a "Prego" bi ostao na vrhu.
06:05
That's called "adherence."
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To se zove "lepljivost".
06:07
And, anyway, despite the fact
that they were far superior in adherence,
that they were far superior in adherence,
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Uglavnom, uprkos činjenici
da je bio superiorniji u lepljivosti,
da je bio superiorniji u lepljivosti,
06:12
and the quality of their tomato paste,
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i u kvalitetu baze od paradajza,
06:14
Prego was struggling.
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"Prego" je imao poteškoća.
06:16
So they came to Howard,
and they said, fix us.
and they said, fix us.
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Tako su došli Hauardu i rekli:
"Popravi nas".
"Popravi nas".
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
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Hauard je pogledao
njihovu proizvodnu liniju i rekao:
njihovu proizvodnu liniju i rekao:
06:22
what you have is a dead tomato society.
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"Vi imate društvo mrtvih paradajza.
06:25
So he said, this is what I want to do.
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Evo šta želim da uradim."
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
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Našao se sa "Kembelovom supom"
06:30
and he made 45 varieties
of spaghetti sauce.
of spaghetti sauce.
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i napravio 45 varijanti sosa za špagete.
06:34
And he varied them according
to every conceivable way
to every conceivable way
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Varirao ih je na svaki zamisliv način
na koji možete da varirate
sos od paradajza:
sos od paradajza:
06:37
that you can vary tomato sauce:
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06:38
by sweetness, by level of garlic,
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po slatkoći, količini belog luka,
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
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paradajz-ičnosti,
gorčini, kiselosti,
gorčini, kiselosti,
06:43
by visible solids --
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vidljivim komadićima -
06:45
my favorite term
in the spaghetti sauce business.
in the spaghetti sauce business.
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to mi je omiljeni termin
sa tržišta sosova za špagete.
sa tržišta sosova za špagete.
06:48
(Laughter)
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(Smeh)
06:49
Every conceivable way
you can vary spaghetti sauce,
you can vary spaghetti sauce,
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Na svaki mogući način
na koji možete varirati sos za špagete,
na koji možete varirati sos za špagete,
06:53
he varied spaghetti sauce.
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on ga je varirao.
06:54
And then he took this whole raft
of 45 spaghetti sauces,
of 45 spaghetti sauces,
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A onda je uzeo celu paletu od 45 ukusa
06:58
and he went on the road.
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i krenuo na put.
06:59
He went to New York, to Chicago,
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Išao je u Njujork, Čikago,
07:01
he went to Jacksonville, to Los Angeles.
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Džeksonvil, Los Anđeles.
07:03
And he brought in people
by the truckload into big halls.
by the truckload into big halls.
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Dovodio je ljude u kamionima
u ogromne hale.
u ogromne hale.
07:07
And he sat them down for two hours,
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Postavio ih je za sto na dva sata
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
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i tokom ta dva sata
dao im je deset činija.
dao im je deset činija.
07:12
Ten small bowls of pasta,
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Deset malih činija paste,
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
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sa drugačijim sosom u svakoj.
07:16
And after they ate each bowl,
they had to rate, from 0 to 100,
they had to rate, from 0 to 100,
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Kada bi pojeli svaku činiju,
morali su da ocene od 0 do 100,
morali su da ocene od 0 do 100,
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
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koliko je, po njihovom mišljenju,
sos bio dobar.
sos bio dobar.
07:24
At the end of that process,
after doing it for months and months,
after doing it for months and months,
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Na kraju tog procesa,
posle meseci i meseci isprobavanja,
posle meseci i meseci isprobavanja,
07:27
he had a mountain of data
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imao je brdo podataka
07:28
about how the American people
feel about spaghetti sauce.
feel about spaghetti sauce.
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o tome šta Amerikanci misle
o sosu za špagete.
o sosu za špagete.
07:32
And then he analyzed the data.
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A onda je analizirao podatke.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
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Da li je tražio
najpopularniju varijantu sosa?
najpopularniju varijantu sosa?
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
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Ne! Hauard ne veruje
da tako nešto postoji.
da tako nešto postoji.
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
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Umesto toga, pogledao je podatke i rekao:
07:43
let's see if we can group all these
different data points into clusters.
different data points into clusters.
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hajde da grupišemo ove različite podatke
u klastere.
u klastere.
07:48
Let's see if they congregate
around certain ideas.
around certain ideas.
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Da vidimo da li se okupljaju
oko nekih određenih ideja.
oko nekih određenih ideja.
07:51
And sure enough, if you sit down,
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I naravno, ako sednete
07:54
and you analyze all this data
on spaghetti sauce,
on spaghetti sauce,
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i analizirate sve te podatke
o sosu za špagete,
o sosu za špagete,
07:57
you realize that all Americans
fall into one of three groups.
fall into one of three groups.
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shvatite da se svi Amerikanci
mogu svrstati u jednu od tri grupe.
mogu svrstati u jednu od tri grupe.
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
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Oni koji vole običan sos za špagete;
08:04
there are people
who like their spaghetti sauce spicy;
who like their spaghetti sauce spicy;
170
459277
2699
oni koji vole začinjen sos za špagete;
08:06
and there are people
who like it extra chunky.
who like it extra chunky.
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i oni koji vole veoma gust.
08:09
And of those three facts,
the third one was the most significant,
the third one was the most significant,
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I od te tri činjenice,
treća je bila najznačajnija,
treća je bila najznačajnija,
08:13
because at the time, in the early 1980s,
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jer u to vreme, ranih osamdesetih,
08:16
if you went to a supermarket,
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u supermarketima
08:18
you would not find
extra-chunky spaghetti sauce.
extra-chunky spaghetti sauce.
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3315
niste mogli da pronađete
veoma gust sos za špagete.
veoma gust sos za špagete.
08:21
And Prego turned to Howard, and they said,
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2013
"Prego" je rekao Hauardu:
08:23
"You're telling me
that one third of Americans
that one third of Americans
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"Kažeš nam da trećina Amerikanaca
08:26
crave extra-chunky spaghetti sauce
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3231
želi veoma gust sos za špagete
08:29
and yet no one is servicing their needs?"
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i da niko ne odgovara na njihove potrebe?"
08:32
And he said "Yes!"
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Rekao je: "Da!"
08:33
(Laughter)
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1292
(Smeh)
08:34
And Prego then went back,
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I "Prego" se vratio
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
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2372
i potpuno promenio formulu
svog sosa za špagete,
svog sosa za špagete,
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
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3654
i izbacio novu liniju veoma gustog
koji je odmah i potpuno
koji je odmah i potpuno
08:42
took over the spaghetti sauce
business in this country.
business in this country.
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2984
preuzeo tržište sosa za špagete
u ovoj zemlji.
u ovoj zemlji.
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
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I u narednih 10 godina,
zaradili su 600 miliona dolara
zaradili su 600 miliona dolara
08:49
off their line of extra-chunky sauces.
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od svoje linije veoma gustih sosova.
08:52
Everyone else in the industry looked
at Howard had done, and they said,
at Howard had done, and they said,
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Svi ostali u industriji su gledali
šta je Hauard uradio i rekli:
šta je Hauard uradio i rekli:
08:56
"Oh my god! We've been
thinking all wrong!"
thinking all wrong!"
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2407
"O, bože! Pogrešno smo razmišljali!"
08:58
And that's when you started to get
seven different kinds of vinegar,
seven different kinds of vinegar,
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3270
I tada ste dobili
7 različitih vrsta sirćeta,
7 različitih vrsta sirćeta,
09:02
and 14 different kinds of mustard,
and 71 different kinds of olive oil.
and 71 different kinds of olive oil.
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5466
14 različitih vrsta senfa,
71 vrstu maslinovog ulja.
71 vrstu maslinovog ulja.
09:07
And then eventually
even Ragù hired Howard,
even Ragù hired Howard,
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I na kraju je čak i "Ragu"
zaposlio Hauarda,
zaposlio Hauarda,
09:10
and Howard did the exact same thing
for Ragù that he did for Prego.
for Ragù that he did for Prego.
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i Hauard je za njih uradio isto
što je uradio za "Prego".
što je uradio za "Prego".
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
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A danas, ako odete u dobar supermarket,
09:16
do you know how many Ragùs there are?
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2143
znate li koliko "Ragu" sosova ima?
09:18
36!
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1000
36!
09:20
In six varieties:
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1570
U šest varijanti:
09:22
Cheese, Light,
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3050
Sir, Lagani,
09:25
Robusto, Rich & Hearty,
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3102
Robusni, Bogat i srčan,
09:28
Old World Traditional --
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1310
Stari tradicionalni -
09:32
Extra-Chunky Garden.
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Veoma gust iz bašte.
09:34
(Laughter)
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1752
(Smeh)
09:35
That's Howard's doing.
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1744
To je Hauardovo delo.
09:37
That is Howard's gift
to the American people.
to the American people.
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2208
To je Haurdov dar američkom narodu.
09:39
Now why is that important?
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1681
Zašto je to važno?
09:41
(Laughter)
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2271
(Smeh)
09:43
It is, in fact, enormously important.
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U stvari, od velike je važnosti.
09:45
I'll explain to you why.
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Objasniću vam zašto.
09:47
What Howard did is he fundamentally
changed the way the food industry thinks
changed the way the food industry thinks
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4121
Hauard je u osnovi promenio način
na koji prehrambena industrija razmišlja
na koji prehrambena industrija razmišlja
09:51
about making you happy.
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1421
da nas učini srećnima.
09:53
Assumption number one
in the food industry used to be
in the food industry used to be
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2976
Prva pretpostavka
u prehrambenoj industriji
u prehrambenoj industriji
09:56
that the way to find out
what people want to eat,
what people want to eat,
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bila je da, da biste saznali
šta ljudi žele da jedu,
šta ljudi žele da jedu,
09:59
what will make people happy,
is to ask them.
is to ask them.
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2337
šta će ljude učiniti srećnima,
treba da ih pitate.
treba da ih pitate.
10:02
And for years and years and years,
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1658
I tokom godina i godina
10:04
Ragù and Prego would have focus groups,
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"Ragu" i "Prego" su organizovali
fokus grupe,
fokus grupe,
10:06
and they would sit you down,
and they would say,
and they would say,
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seli bi s vama i pitali vas:
10:08
"What do you want in a spaghetti sauce?
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1873
"Kakav sos za špagete želite?
10:10
Tell us what you want
in a spaghetti sauce."
in a spaghetti sauce."
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2075
Recite nam kakav sos tražite."
10:12
And for all those years -- 20, 30 years --
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2924
I tokom svih tih godina - 20, 30 godina -
10:15
through all those focus group sessions,
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591000
1976
u svim tim sesijama sa fokus grupama,
10:17
no one ever said they wanted extra-chunky.
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niko nije rekao da želi veoma gust.
10:21
Even though at least a third of them,
deep in their hearts, actually did.
deep in their hearts, actually did.
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3451
Iako je trećina njih, duboko u duši,
to želela.
to želela.
10:25
(Laughter)
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1793
(Smeh)
10:27
People don't know what they want!
224
602696
2012
Ljudi ne znaju šta žele!
10:29
As Howard loves to say,
225
604732
1446
Kako Hauard voli da kaže:
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
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2752
"Um ne zna šta jezik želi."
10:33
It's a mystery!
227
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1152
To je misterija!
10:34
(Laughter)
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610154
1004
(Smeh)
10:35
And a critically important step
229
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2406
Izuzetno važan korak
10:38
in understanding
our own desires and tastes
our own desires and tastes
230
613612
3331
za razumevanje naših želja i ukusa
10:41
is to realize that we cannot always
explain what we want, deep down.
explain what we want, deep down.
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3632
je da shvatimo da ne možemo uvek
da objasnimo šta želimo, duboko u sebi.
da objasnimo šta želimo, duboko u sebi.
10:46
If I asked all of you, for example,
in this room, what you want in a coffee,
in this room, what you want in a coffee,
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Na primer, da pitam sve vas,
u ovoj prostoriji, kakvu kafu želite,
u ovoj prostoriji, kakvu kafu želite,
10:50
you know what you'd say?
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znate li šta biste rekli?
10:51
Every one of you would say,
"I want a dark, rich, hearty roast."
"I want a dark, rich, hearty roast."
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4239
Doslovno svi biste rekli:
"Želim crnu, bogatu, jaku."
"Želim crnu, bogatu, jaku."
10:56
It's what people always say
when you ask them.
when you ask them.
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2158
To ljudi uvek kažu kad ih pitate.
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
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633737
2532
"Kakvu volite?"
"Crnu, bogatu, jaku!"
"Crnu, bogatu, jaku!"
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
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3513
Koliko vas zaista voli crnu, bogatu, jaku?
11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
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3048
Po Hauardu, između 25 i 27%.
11:08
Most of you like milky, weak coffee.
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2195
Većina vas voli mlečnu, slabu kafu.
11:10
(Laughter)
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1001
(Smeh)
11:11
But you will never, ever say
to someone who asks you what you want
to someone who asks you what you want
241
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3332
Ali kada vas neko pita kakvu želite,
nikada nećete reći:
nikada nećete reći:
11:14
that "I want a milky, weak coffee."
242
650167
2191
"Želim mlečnu, slabu kafu."
11:17
So that's number one thing
that Howard did.
that Howard did.
243
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2899
Dakle, to je prva stvar
koju je Haurd uradio.
koju je Haurd uradio.
11:21
Number two thing that Howard did
is he made us realize --
is he made us realize --
244
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3448
Druga stvar, naveo nas je da shvatimo -
11:24
it's another very critical point --
245
660000
1976
to je još jedna veoma važna stvar -
11:26
he made us realize the importance
246
662000
2174
naveo nas je da shvatimo značaj
11:28
of what he likes to call
"horizontal segmentation."
"horizontal segmentation."
247
664198
2999
onoga što on naziva
"horizontalno segmentiranje".
"horizontalno segmentiranje".
11:32
Why is this critical?
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1015
Zašto je ovo važno?
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
249
669039
3698
Zato što je tako prehrambena industrija
razmišljala pre Hauarda.
razmišljala pre Hauarda.
11:37
What were they obsessed with
in the early 80s?
in the early 80s?
250
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2310
Čime su bili opsednuti ranih osamdesetih?
11:39
They were obsessed with mustard.
251
675095
1540
Bili su opsednuti senfom.
11:41
In particular, they were obsessed
with the story of Grey Poupon.
with the story of Grey Poupon.
252
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3317
Preciznije, bili su opsednuti
pričom o "Sivom puponu".
pričom o "Sivom puponu".
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
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3201
Nekada su postojala dva senfa:
"Frenčov" i "Guldenov".
"Frenčov" i "Guldenov".
11:48
What were they? Yellow mustard.
254
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1493
Kakvi su oni bili?
Žuti senfovi.
Žuti senfovi.
11:49
What's in it?
255
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1015
Šta je u njima?
11:50
Yellow mustard seeds,
turmeric, and paprika.
turmeric, and paprika.
256
685781
2054
Žuto seme slačice, kurkuma
i aleva paprika.
i aleva paprika.
11:52
That was mustard.
257
687859
1074
To je bio senf.
11:53
Grey Poupon came along, with a Dijon.
258
688957
2525
"Sivi pupon" je izbacio "Dižon".
11:56
Right?
259
691506
1188
Je l' tako?
11:57
Much more volatile brown mustard seed,
some white wine, a nose hit,
some white wine, a nose hit,
260
692718
5663
Mnogo nestalnije braon seme slačice,
malo belog vina, sjajan miris,
malo belog vina, sjajan miris,
12:03
much more delicate aromatics.
261
698405
1938
mnogo delikatnija aroma.
12:05
And what do they do?
262
700367
1015
I šta rade?
12:06
They put it in a little tiny glass jar,
with a wonderful enameled label on it,
with a wonderful enameled label on it,
263
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4799
Stavljaju ga u malu staklenu teglu
sa lepom etiketom,
sa lepom etiketom,
12:11
made it look French,
264
706229
1074
naprave da izgleda francuski
12:12
even though it's made
in Oxnard, California.
in Oxnard, California.
265
707327
2101
iako je napravljen u Oksnardu,
u Kaliforniji.
u Kaliforniji.
12:14
(Laughter)
266
709452
1001
(Smeh)
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
267
710477
4499
I umesto da naplate 1,5 dolar
za teglu od 500 grama,
za teglu od 500 grama,
12:19
the way that French's and Gulden's did,
268
715000
1973
kao što su radili "Frenč" i "Gulden",
odlučili su da naplate četiri dolara.
12:21
they decided to charge four dollars.
269
716997
1727
12:23
And they had those ads.
270
718748
1212
Imali su i reklame.
12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
271
719984
2635
Sa tipom u Rols Rojsu,
koji jede "Sivi pupon".
koji jede "Sivi pupon".
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
272
722643
2786
Drugi se približi i pita:
"Imate li "Sivog pupona"?"
"Imate li "Sivog pupona"?"
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
273
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3184
I posle toga,
"Sivi pupon" se vinuo u nebesa!
"Sivi pupon" se vinuo u nebesa!
12:33
Takes over the mustard business!
274
728661
1524
Preuzeo je tržište senfa!
12:35
And everyone's take-home lesson from that
275
730209
2008
I lekcija koju su svi izvukli iz toga
12:37
was that the way to make people happy
276
732241
4735
bila je da je način da se ljudi usreće,
12:41
is to give them something
that is more expensive,
that is more expensive,
277
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3394
taj da im se da nešto skuplje,
12:45
something to aspire to.
278
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2067
nešto čemu mogu da teže.
12:47
It's to make them turn their back
on what they think they like now,
on what they think they like now,
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Da okrenu leđa onome
što misle da vole sada
što misle da vole sada
12:51
and reach out for something
higher up the mustard hierarchy.
higher up the mustard hierarchy.
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i da teže nečemu višem
u hijerarhiji senfa.
u hijerarhiji senfa.
12:54
(Laughter)
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1001
(Smeh)
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
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Boljem senfu! Skupljem senfu!
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
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Sofisticiranijem senfu,
sa više kulture i smisla.
sa više kulture i smisla.
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
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Hauard je to pogledao i rekao:
"To je pogrešno!"
"To je pogrešno!"
13:04
Mustard does not exist on a hierarchy.
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Senf nema hijerarhiju.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
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Senf, kao i sos od paradajza,
postoji na horizontalnoj ravni.
postoji na horizontalnoj ravni.
13:11
There is no good mustard or bad mustard.
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Ne postoji dobar ili loš senf.
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
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Ne postoji savršen ili nesavršen senf.
13:16
There are only different kinds of mustards
that suit different kinds of people.
that suit different kinds of people.
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Postoje samo različite vrste senfa
koje odgovaraju različitim ljudima.
koje odgovaraju različitim ljudima.
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
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On je u osnovi demokratizovao
način na koji razmišljamo o ukusu.
način na koji razmišljamo o ukusu.
13:26
And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.
Howard Moskowitz a huge vote of thanks.
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I za to, takođe, dugujemo
Hauardu Moskovicu veliku zahvalnost.
Hauardu Moskovicu veliku zahvalnost.
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
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Treća i možda najvažnija stvar
koju je Hauard uradio,
koju je Hauard uradio,
13:34
is Howard confronted the notion
of the Platonic dish.
of the Platonic dish.
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bila je da se suoči sa idejom
platonskog jela.
platonskog jela.
13:37
(Laughter)
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1001
(Smeh)
13:38
What do I mean by that?
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Šta pod tim podrazumevam?
13:39
(Laughter)
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(Smeh)
13:41
For the longest time in the food industry,
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Veoma dugo, u prehrambenoj industriji,
13:43
there was a sense that there was one way,
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važilo je mišljenje da postoji jedan,
13:45
a perfect way, to make a dish.
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savršeni način, da se napravi jelo.
13:49
You go to Chez Panisse,
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Odete u "Chez Panisse",
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
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oni vam daju crveni sašimi
sa prženim semenom bundeve
sa prženim semenom bundeve
13:56
in a something something reduction.
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u nekakvom sosu.
13:58
They don't give you five options
on the reduction.
on the reduction.
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Ne daju vam pet varijanti sosa.
14:00
They don't say, "Do you want
the extra-chunky reduction, or ...?"
the extra-chunky reduction, or ...?"
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Ne pitaju da li želite ekstra gusti sos...
14:04
No!
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819618
1008
Ne!
14:05
You just get the reduction. Why?
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Dobijete samo sos. Zašto?
14:07
Because the chef at Chez Panisse
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1562
Zato što šef u tom restoranu
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
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2588
o crvenom sašimiju razmišlja platonski.
14:11
"This is the way it ought to be."
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826419
1882
"Ovako treba da bude."
14:13
And she serves it that way
time and time again,
time and time again,
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4056
I tako ga služi stalno,
14:17
and if you quarrel with her, she will say,
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a ako se raspravljate s njom, reći će:
14:20
"You know what? You're wrong!
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1602
"Znaš šta? Ti grešiš!
14:22
This is the best way it ought to be
in this restaurant."
in this restaurant."
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837468
2720
Ovo je najbolje kako treba da bude
u ovom restoranu."
u ovom restoranu."
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
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840212
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Ta ideja je napajala
i komercijalnu prehrambenu industriju.
i komercijalnu prehrambenu industriju.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
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844294
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Platonski su ramišljali o paradajz sosu.
14:32
And where did that come from?
It came from Italy.
It came from Italy.
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847535
2441
A odakle je to došlo?
Iz Italije.
Iz Italije.
14:34
Italian tomato sauce is what?
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2019
Kakav je italijanski paradajz sos?
14:37
It's blended; it's thin.
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852375
1600
Ujednačen; redak.
14:39
The culture of tomato sauce was thin.
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854531
2309
Kultura paradajz sosa je bila retka.
14:41
When we talked about "authentic
tomato sauce" in the 1970s,
tomato sauce" in the 1970s,
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2977
Kada smo, sedamdesetih,
razgovarali o "autentičnom paradajz sosu",
razgovarali o "autentičnom paradajz sosu",
14:44
we talked about Italian tomato sauce,
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1809
govorili smo o italijanskom paradajz sosu,
14:46
we talked about the earliest Ragùs,
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1779
o najranijem "Raguovom" sosu,
14:48
which had no visible solids, right?
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2152
koji nije imao vidljivih komadića,
je l' tako?
je l' tako?
14:50
Which were thin, you just put a little bit
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866000
2117
Koji je bio redak,
sipate malo i on potone na dno testa.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
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868141
2048
14:55
That's what it was.
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870213
1192
Takav je bio.
14:56
And why were we attached to that?
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871429
1661
I zašto smo bili vezani za to?
14:57
Because we thought
that what it took to make people happy
that what it took to make people happy
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873114
2738
Jer, pod A, mislili smo da,
da bismo usrećili ljude,
da bismo usrećili ljude,
15:00
was to provide them with the most
culturally authentic tomato sauce, A.
culturally authentic tomato sauce, A.
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875876
4594
treba da im damo kulturno najautentičniji
paradajz sos.
paradajz sos.
15:05
And B, we thought that if we gave them
the culturally authentic tomato sauce,
the culturally authentic tomato sauce,
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I B, mislili smo da ako im damo
taj kulturno najautentičniji sos,
taj kulturno najautentičniji sos,
15:10
then they would embrace it.
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1428
oni će ga prihvatiti.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
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2734
I to bi zadovoljilo najveći broj ljudi.
15:15
In other words,
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890288
2286
Drugim rečima,
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
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892598
3399
ljudi u kulinarskom svetu
su tražili nešto univerzalno.
su tražili nešto univerzalno.
15:21
They were looking for one way
to treat all of us.
to treat all of us.
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896336
2438
Hteli su da nas sve tretiraju jednako.
15:23
And it's good reason for them
to be obsessed
to be obsessed
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898798
2580
Dobar im je razlog da budu opsednuti
15:26
with the idea of universals,
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901402
1382
idejom o univerzalnom,
15:27
because all of science,
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902808
1397
jer je sva nauka,
15:29
through the 19th century
and much of the 20th,
and much of the 20th,
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904229
2249
tokom 19. i većinom 20. veka
15:31
was obsessed with universals.
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906502
1669
bila opsednuta univerzalnim.
15:32
Psychologists, medical scientists,
economists
economists
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908195
3988
Psiholozi, medicinari, ekonomisti,
15:37
were all interested
in finding out the rules
in finding out the rules
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2088
svi su bili zainteresovani
da pronađu pravila
da pronađu pravila
15:39
that govern the way all of us behave.
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914319
2190
koja upravljaju našim ponašanjem.
15:42
But that changed, right?
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917259
1398
Ali to se promenilo, zar ne?
15:43
What is the great revolution
in science of the last 10, 15 years?
in science of the last 10, 15 years?
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918681
3611
Šta je velika revolucija u nauci,
poslednjih 10, 15 godina?
poslednjih 10, 15 godina?
15:47
It is the movement
from the search for universals
from the search for universals
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3515
Pokret od traganja za univerzalnim,
15:50
to the understanding of variability.
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925855
1849
do razumevanja različitosti.
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
348
928339
3637
U medicini, mi ne želimo da znamo
15:56
just how cancer works,
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samo kako rak funkcioniše,
15:58
we want to know how your cancer
is different from my cancer.
is different from my cancer.
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933725
3251
želimo da znamo kako se vaš rak
razlikuje od mog.
razlikuje od mog.
16:01
I guess my cancer different
from your cancer.
from your cancer.
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2747
Pretpostavljam da su različiti.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
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4088
Genetika je otvorila vrata izučavanju
ljudskih različitosti.
ljudskih različitosti.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
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2095
Hauard Moskovic je govorio:
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
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946002
4111
"Ova ista revolucija mora da se desi
i u svetu paradajz sosa."
i u svetu paradajz sosa."
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
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2572
I za to mu dugujemo veliku zahvalnost.
16:20
I'll give you one last
illustration of variability,
illustration of variability,
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2842
Daću vam još jednu
ilustraciju različitosti,
ilustraciju različitosti,
16:22
and that is -- oh, I'm sorry.
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1841
a to je - o, izvinite.
16:24
Howard not only believed that,
but he took it a second step,
but he took it a second step,
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3488
Hauard nije samo verovao u to,
nego je otišao korak dalje,
nego je otišao korak dalje,
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
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963444
5152
a to je da je rekao da kad tražimo
univerzalne principe u hrani,
univerzalne principe u hrani,
16:33
we aren't just making an error;
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968620
1620
mi ne samo da grešimo;
16:35
we are actually doing ourselves
a massive disservice.
a massive disservice.
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3348
mi činimo sebi ogromnu medveđu uslugu.
16:38
And the example he used was coffee.
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1810
Primer koji je koristio je kafa.
16:41
And coffee is something he did
a lot of work with, with Nescafé.
a lot of work with, with Nescafé.
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4045
Sa kafom je mnogo radio, za "Nescafe".
16:45
If I were to ask all of you to try
and come up with a brand of coffee --
and come up with a brand of coffee --
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980746
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Da vas pitam da pokušate
da smislite marku kafe -
da smislite marku kafe -
16:49
a type of coffee, a brew --
that made all of you happy,
that made all of you happy,
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3022
vrstu kafe, mešavinu -
koja vas sve čini zadovoljnim,
koja vas sve čini zadovoljnim,
16:52
and then I asked you to rate that coffee,
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1953
i onda tražim od vas da je ocenite,
16:54
the average score in this room for coffee
would be about 60 on a scale of 0 to 100.
would be about 60 on a scale of 0 to 100.
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4057
prosečna ocena ovde, za tu kafu
bila bi 60 na skali od 0 do 100.
bila bi 60 na skali od 0 do 100.
16:58
If, however, you allowed me
to break you into coffee clusters,
to break you into coffee clusters,
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Međutim, ako biste mi dozvolili
da vas podelim u grupe kafe,
da vas podelim u grupe kafe,
17:02
maybe three or four coffee clusters,
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1785
možda tri ili četiri grupe,
17:04
and I could make coffee just
for each of those individual clusters,
for each of those individual clusters,
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4695
i kad bih napravio kafu
za svaku od tih grupa,
za svaku od tih grupa,
17:08
your scores would go from 60 to 75 or 78.
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vaša ocena promenila bi se
sa 60 na 75 ili 78.
sa 60 na 75 ili 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
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1008000
5237
Razlika između kafe na 60 i kafe na 78
17:18
is a difference between coffee
that makes you wince,
that makes you wince,
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2715
je razlika između kafe
od koje pravite grimasu
od koje pravite grimasu
17:20
and coffee that makes you
deliriously happy.
deliriously happy.
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i kafe koja vas čini izuzetno srećnim.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
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To je poslednja, i mislim
i najlepša lekcija
i najlepša lekcija
17:27
of Howard Moskowitz:
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1022908
1335
Hauarda Moskovica:
17:29
that in embracing the diversity
of human beings,
of human beings,
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prihvatanjem različitosti ljudskih bića,
17:32
we will find a surer way
to true happiness.
to true happiness.
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pronaći ćemo sigurniji put
do istinske sreće.
do istinske sreće.
17:35
Thank you.
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Hvala vam.
17:36
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Malcolm Gladwell - WriterDetective 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."
Malcolm Gladwell | Speaker | TED.com