TEDWomen 2015
Margaret Heffernan: Forget the pecking order at work
Margaret Hefernan (Margaret Heffernan): Zašto je vreme da zaboravimo hijerarhiju na poslu
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Organizacijama se često upravlja po modelu "superkokoški", gde se najviše cene zvezde među zaposlenima koji su uspešniji od drugih. Pa ipak, to nije ono što pokreće većinu visoko uspešnih ekipa. Poslovni vođa, Margaret Hefernan, primećuje da je društvena kohezija - koja se gradi na svakoj pauzi za kafu, svaki put kada član ekipe zamoli drugog za pomoć - ono što vremenom daje velike rezultate. To je radikalno promišljanje o tome šta nas podstiče da radimo najbolje što možemo i šta znači biti vođa. Jer, kako Hefernan ističe: "Firme nemaju ideje, jedino ljudi."
Margaret Heffernan - Management thinker
The former CEO of five businesses, Margaret Heffernan explores the all-too-human thought patterns -- like conflict avoidance and selective blindness -- that lead organizations and managers astray. Full bio
The former CEO of five businesses, Margaret Heffernan explores the all-too-human thought patterns -- like conflict avoidance and selective blindness -- that lead organizations and managers astray. Full bio
Double-click the English transcript below to play the video.
00:12
An evolutionary biologist
at Purdue University
at Purdue University
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Evolucioni biolog sa Univerziteta Perdu
00:16
named William Muir studied chickens.
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koji se zvao Vilijam Mjur
je izučavao živinu.
je izučavao živinu.
00:19
He was interested in productivity --
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Intersovala ga je produktivnost -
00:21
I think it's something
that concerns all of us --
that concerns all of us --
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mislim da to interesuje sve nas -
00:23
but it's easy to measure in chickens
because you just count the eggs.
because you just count the eggs.
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ali je to lako izmeriti kod živine
jer se sve svodi na brojanje jaja.
jer se sve svodi na brojanje jaja.
00:26
(Laughter)
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(Smeh)
00:28
He wanted to know what could make
his chickens more productive,
his chickens more productive,
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Želeo je da zna kako da uspe
da mu živina bude produktivnija,
da mu živina bude produktivnija,
00:31
so he devised a beautiful experiment.
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pa je osmislio prelep eksperiment.
00:34
Chickens live in groups, so first of all,
he selected just an average flock,
he selected just an average flock,
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Kokoške žive u grupama,
pa je prvo izabrao prosečno jato
pa je prvo izabrao prosečno jato
00:39
and he let it alone for six generations.
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i nije ga dirao narednih šest generacija.
00:42
But then he created a second group
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No, potom je sačinio drugu grupu
00:44
of the individually
most productive chickens --
most productive chickens --
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od najproduktivnijih pojedinaca
među kokoškama -
među kokoškama -
00:47
you could call them superchickens --
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mogli biste ih zvati superkokoškama -
00:50
and he put them together in a superflock,
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i sve ih je okupio u superjato
00:52
and each generation, he selected
only the most productive for breeding.
only the most productive for breeding.
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a iz svake generacije je birao
samo najproduktivnije potomke.
samo najproduktivnije potomke.
00:57
After six generations had passed,
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Nakon šest generacija,
00:59
what did he find?
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šta je otkrio?
01:01
Well, the first group, the average group,
was doing just fine.
was doing just fine.
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Pa, prvoj grupi, grupi prosečnih
je išlo sasvim dobro.
je išlo sasvim dobro.
01:05
They were all plump and fully feathered
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Bili su jedri i sa svim perjem
01:08
and egg production
had increased dramatically.
had increased dramatically.
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a proizvodnja jaja je dramatično porasla.
01:10
What about the second group?
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Šta je sa drugom grupom?
01:13
Well, all but three were dead.
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Pa, samo je troje preživelo.
01:16
They'd pecked the rest to death.
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Kljucali su druge do smrti.
01:18
(Laughter)
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(Smeh)
01:19
The individually productive chickens
had only achieved their success
had only achieved their success
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Pojedinačno produktivna živina
je jedino postizala uspeh
je jedino postizala uspeh
01:25
by suppressing the productivity
of the rest.
of the rest.
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potiskujući produktivnost ostalih.
01:30
Now, as I've gone around the world
talking about this and telling this story
talking about this and telling this story
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Pa, kako sam išla svetom
govoreći o ovome i pričajući ovu priču
govoreći o ovome i pričajući ovu priču
01:34
in all sorts of organizations
and companies,
and companies,
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u raznim organizacijama i firmama,
01:36
people have seen
the relevance almost instantly,
the relevance almost instantly,
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ljudi su prepoznavali njen značaj
skoro momentalno,
skoro momentalno,
01:39
and they come up and they say
things to me like,
things to me like,
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i prilazili su mi, govoreći nešto kao:
01:41
"That superflock, that's my company."
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"To superjato, to je moja firma."
01:44
(Laughter)
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(Smeh)
01:46
Or, "That's my country."
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Ili: "To je moja država."
01:50
Or, "That's my life."
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Ili: "To je moj život."
01:52
All my life I've been told that the way
we have to get ahead is to compete:
we have to get ahead is to compete:
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Čitav život mi govore da je takmičenje
jedini put do uspeha:
jedini put do uspeha:
01:56
get into the right school,
get into the right job, get to the top,
get into the right job, get to the top,
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upišite se u odgovarajuću školu, dobijte
odgovarajući posao, stignite do vrha
odgovarajući posao, stignite do vrha
02:00
and I've really never found it
very inspiring.
very inspiring.
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a meni to nikada
nije izgledalo inspirativno.
nije izgledalo inspirativno.
02:04
I've started and run businesses
because invention is a joy,
because invention is a joy,
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Osnovala sam firmu i vodila je
jer je inovativnost užitak
jer je inovativnost užitak
02:09
and because working alongside
brilliant, creative people
brilliant, creative people
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i jer je rad sa briljantnim,
kreativnim ljudima
kreativnim ljudima
02:12
is its own reward.
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sam po sebi nagrada.
02:14
And I've never really felt very motivated
by pecking orders or by superchickens
by pecking orders or by superchickens
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I nikada me zaista nisu motivisali
hijerarhija ili superkokoške
hijerarhija ili superkokoške
02:20
or by superstars.
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ili superzvezde.
02:23
But for the past 50 years,
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Ali poslednjih 50 godina,
02:25
we've run most organizations
and some societies
and some societies
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upravljali smo većinom organizacija
i nekim društvima
i nekim društvima
02:29
along the superchicken model.
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vodeći se modelom superkokoški.
02:31
We've thought that success is achieved
by picking the superstars,
by picking the superstars,
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Smatrali smo da se uspeh postiže
odabirom superzvezda,
odabirom superzvezda,
02:35
the brightest men,
or occasionally women, in the room,
or occasionally women, in the room,
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najbistrijih muškaraca,
povremeno žena u prostoriji,
povremeno žena u prostoriji,
02:39
and giving them all the resources
and all the power.
and all the power.
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i pružajući im sva sredstva i svu moć.
02:43
And the result has been just the same
as in William Muir's experiment:
as in William Muir's experiment:
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A rezultat je bio identičan
kao u eksperimentu Vilijama Mjura:
kao u eksperimentu Vilijama Mjura:
02:47
aggression, dysfunction and waste.
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agresija, disfunkcionalnost i rasipanje.
02:52
If the only way the most productive
can be successful
can be successful
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Ako je jedini način na koji
najproduktivniji mogu da budu uspešni,
najproduktivniji mogu da budu uspešni,
02:56
is by suppressing
the productivity of the rest,
the productivity of the rest,
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taj da potiskuju produktivnost ostalih,
02:59
then we badly need to find
a better way to work
a better way to work
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onda nam je neophodno
da pronađemo bolji način rada
da pronađemo bolji način rada
03:03
and a richer way to live.
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i ispunjeniji način života.
03:06
(Applause)
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(Aplauz)
03:10
So what is it that makes some groups
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Pa šta to neke grupe čini
03:14
obviously more successful
and more productive than others?
and more productive than others?
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vidljivo uspešnijim
i produktivnijim nego druge?
i produktivnijim nego druge?
03:18
Well, that's the question
a team at MIT took to research.
a team at MIT took to research.
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Pa, to pitanje je izučavala
ekipa sa MIT-a.
ekipa sa MIT-a.
03:21
They brought in hundreds of volunteers,
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Uzeli su na stotine volontera,
03:24
they put them into groups, and they
gave them very hard problems to solve.
gave them very hard problems to solve.
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podelili ih u grupe i dali su im
da reše veoma teške probleme.
da reše veoma teške probleme.
03:27
And what happened was exactly
what you'd expect,
what you'd expect,
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A desilo se ono što biste i očekivali,
03:30
that some groups were very much
more successful than others,
more successful than others,
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neke grupe su bile
izuzetno uspešnije od drugih,
izuzetno uspešnije od drugih,
03:33
but what was really interesting
was that the high-achieving groups
was that the high-achieving groups
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ali ono što je bilo zaista zanimljivo
je da najuspešnije grupe
je da najuspešnije grupe
03:37
were not those where they had
one or two people
one or two people
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nisu bile one gde su imali
jedno ili dvoje ljudi
jedno ili dvoje ljudi
03:40
with spectacularly high I.Q.
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sa spektakularno visokim
koeficijentom inteligencije.
koeficijentom inteligencije.
03:43
Nor were the most successful groups
the ones that had the highest
the ones that had the highest
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Niti su najuspešnije grupe
bile one sa najvišim
bile one sa najvišim
03:46
aggregate I.Q.
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ukupnim zbirom koeficijenta inteligencije.
03:49
Instead, they had three characteristics,
the really successful teams.
the really successful teams.
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Umesto toga, imali su tri karakteristike
istinski uspešnih ekipa.
istinski uspešnih ekipa.
03:54
First of all, they showed high degrees
of social sensitivity to each other.
of social sensitivity to each other.
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Pod jedan, pokazivali su visok stepen
međusobne društvene osetljivosti.
međusobne društvene osetljivosti.
04:00
This is measured by something called
the Reading the Mind in the Eyes Test.
the Reading the Mind in the Eyes Test.
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Ovo se meri takozvanim
testom "Čitanje uma u očima".
testom "Čitanje uma u očima".
04:04
It's broadly considered
a test for empathy,
a test for empathy,
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On se naširoko smatra testom empatije
04:06
and the groups that scored highly on this
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i grupe koje su imale visoke
rezultate na njemu
rezultate na njemu
04:08
did better.
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prolazile su bolje.
04:10
Secondly, the successful groups
gave roughly equal time to each other,
gave roughly equal time to each other,
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Pod dva, uspešne grupe su
davale približno jednak prostor svima,
davale približno jednak prostor svima,
04:15
so that no one voice dominated,
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tako da nijedan glas nije dominirao,
04:18
but neither were there any passengers.
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ali nije bilo ni zabušanata.
04:21
And thirdly, the more successful groups
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I pod tri, u uspešnijim grupama
04:23
had more women in them.
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je bilo više žena.
04:26
(Applause)
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(Aplauz)
04:28
Now, was this because women
typically score more highly on
typically score more highly on
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E sad, da li je to zbog toga što
žene uglavnom imaju bolje rezultate
žene uglavnom imaju bolje rezultate
04:32
the Reading the Mind in the Eyes Test,
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na testu "Čitanja uma u očima",
04:34
so you're getting a doubling down
on the empathy quotient?
on the empathy quotient?
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pa se koeficijent empatije
tako udvostručava?
tako udvostručava?
04:37
Or was it because they brought
a more diverse perspective?
a more diverse perspective?
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Ili je tako jer su unele
raznovrsniju perspektivu?
raznovrsniju perspektivu?
04:39
We don't really know, but the striking
thing about this experiment
thing about this experiment
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Uistinu ne znamo, ali zapanjujuće
kod ovog eksperimenta
kod ovog eksperimenta
04:43
is that it showed what we know, which is
some groups do better than others,
some groups do better than others,
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je to što je otkrio praznu istinu,
to jest da su neke grupe bolje od drugih,
to jest da su neke grupe bolje od drugih,
04:48
but what's key to that
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ali tu je ključna
04:50
is their social connectedness
to each other.
to each other.
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njihova međusobna društvena povezanost.
04:55
So how does this play out
in the real world?
in the real world?
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Onda, kako to izgleda u stvarnosti?
04:58
Well, it means that what happens
between people really counts,
between people really counts,
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Pa, to znači da ono što se dešava
među ljudima je uistinu važno,
među ljudima je uistinu važno,
05:03
because in groups that are highly
attuned and sensitive to each other,
attuned and sensitive to each other,
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jer u grupama koje su veoma usaglašene
i gde su ljudi osetljivi prema drugima,
i gde su ljudi osetljivi prema drugima,
05:07
ideas can flow and grow.
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ideje mogu da teku i da se razvijaju.
05:10
People don't get stuck.
They don't waste energy down dead ends.
They don't waste energy down dead ends.
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Ljudi ne upadaju u škripac.
Ne traće energiju na ćorsokake.
Ne traće energiju na ćorsokake.
05:14
An example: Arup is one of the world's
most successful engineering firms,
most successful engineering firms,
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Jedan primer: Arap je jedna od
najuspešnijih inženjerskih firmi u svetu
najuspešnijih inženjerskih firmi u svetu
05:19
and it was commissioned to build
the equestrian center
the equestrian center
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i zatraženo je od njih da sagrade
jahački centar
jahački centar
05:22
for the Beijing Olympics.
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za Olimpijadu u Pekingu.
05:24
Now, this building had to receive
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Sad, zgrada je trebalo da primi
05:25
two and a half thousand
really highly strung thoroughbred horses
really highly strung thoroughbred horses
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dve i po hiljade čistokrvnih konja
uistinu vrhunskog uzgoja
uistinu vrhunskog uzgoja
05:31
that were coming off long-haul flights,
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koji su stizali dotegljeni dugim letovima,
05:33
highly jet-lagged,
not feeling their finest.
not feeling their finest.
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sa ozbiljnom cirkadijalnom disritmijom,
ne osećajući se najbolje.
ne osećajući se najbolje.
05:36
And the problem
the engineer confronted was,
the engineer confronted was,
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A problem s kojim
se susreo inženjer je bio
se susreo inženjer je bio
05:40
what quantity of waste to cater for?
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na koliku količinu izmeta da računa?
05:44
Now, you don't get taught this
in engineering school -- (Laughter) --
in engineering school -- (Laughter) --
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E sad, ovome vas ne uče
u školi za inženjere - (Smeh) -
u školi za inženjere - (Smeh) -
05:49
and it's not really the kind of thing
you want to get wrong,
you want to get wrong,
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a i nije nešto
gde biste voleli da pogrešite,
gde biste voleli da pogrešite,
05:52
so he could have spent months
talking to vets, doing the research,
talking to vets, doing the research,
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pa je mogao da provede mesece
razgovarajući s veterinarima, istražujući,
razgovarajući s veterinarima, istražujući,
05:55
tweaking the spreadsheet.
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gubeći se u tabelama.
05:57
Instead, he asked for help
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Umesto toga, zatražio je pomoć
06:00
and he found someone who had designed
the Jockey Club in New York.
the Jockey Club in New York.
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i pronašao je nekoga ko je dizajnirao
njujorški džokejski klub.
njujorški džokejski klub.
06:05
The problem was solved in less than a day.
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Problem je rešen za manje od jednog dana.
06:09
Arup believes that
the culture of helpfulness
the culture of helpfulness
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Arap veruje da je
kultura predusretljivosti
kultura predusretljivosti
06:12
is central to their success.
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u srži njihovog uspeha.
06:15
Now, helpfulness sounds really anemic,
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Sad, predusretljivost
zvuči zaista bledunjavo,
zvuči zaista bledunjavo,
06:19
but it's absolutely core
to successful teams,
to successful teams,
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ali je apsolutno suštinska
za uspešne ekipe
za uspešne ekipe
06:23
and it routinely outperforms
individual intelligence.
individual intelligence.
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i rutinski pobeđuje
inteligenciju pojedinaca.
inteligenciju pojedinaca.
06:29
Helpfulness means I don't
have to know everything,
have to know everything,
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Predusretljivost znači
da ne moram sve da znam,
da ne moram sve da znam,
06:32
I just have to work among people
who are good at getting and giving help.
who are good at getting and giving help.
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samo moram da radim među ljudima
koji su dobri u pružanju
i primanju pomoći.
i primanju pomoći.
06:37
At SAP, they reckon that you can answer
any question in 17 minutes.
any question in 17 minutes.
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U SAP-u smatraju da možete da odgovorite
na bilo koje pitanje za 17 minuta.
na bilo koje pitanje za 17 minuta.
06:44
But there isn't a single
high-tech company I've worked with
high-tech company I've worked with
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Ali nijedna kompanija
za visoku tehnologiju sa kojom sam radila
za visoku tehnologiju sa kojom sam radila
06:47
that imagines for a moment
that this is a technology issue,
that this is a technology issue,
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ne smatra ni za sekund
da je ovo tehnološki problem,
da je ovo tehnološki problem,
06:52
because what drives helpfulness
is people getting to know each other.
is people getting to know each other.
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jer predusretljivost pokreću
međusobna poznanstva.
međusobna poznanstva.
06:57
Now that sounds so obvious, and we think
it'll just happen normally,
it'll just happen normally,
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Sad, to zvuči očigledno i mislimo
da se dešava spontano,
da se dešava spontano,
07:02
but it doesn't.
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ali se ne dešava.
07:04
When I was running
my first software company,
my first software company,
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Kada sam upravljala svojom prvom
softverskom kompanijom,
softverskom kompanijom,
07:07
I realized that we were getting stuck.
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shvatila sam da upadamo u škripac.
07:09
There was a lot of friction,
but not much else,
but not much else,
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Bilo je mnogo trvenja i slabo čega drugog
07:13
and I gradually realized the brilliant,
creative people that I'd hired
creative people that I'd hired
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i vremenom sam shvatila da briljantni,
kreativni ljudi koje sam zaposlila
kreativni ljudi koje sam zaposlila
07:18
didn't know each other.
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nisu se međusobno poznavali.
07:20
They were so focused
on their own individual work,
on their own individual work,
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Toliko su bili usredsređeni na svoj posao,
da uopšte nisu znali ni ko sedi pored njih
07:24
they didn't even know
who they were sitting next to,
who they were sitting next to,
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i tek nakon što sam insistirala
da prestanemo da radimo
da prestanemo da radimo
07:27
and it was only when I insisted
that we stop working
that we stop working
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07:30
and invest time in getting
to know each other
to know each other
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i da uložimo vreme
u međusobno upoznavanje,
u međusobno upoznavanje,
07:33
that we achieved real momentum.
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tek tada smo ostvarili istinski zamah.
07:36
Now, that was 20 years ago,
and now I visit companies
and now I visit companies
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Sad, to je bilo pre 20 godina,
a sada posećujem firme
a sada posećujem firme
07:39
that have banned coffee cups at desks
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koje su zabranile korišćenje
šolja za kafu na stolovima
šolja za kafu na stolovima
07:42
because they want people to hang out
around the coffee machines
around the coffee machines
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jer žele da im se ljudi druže
oko aparata za kafu
oko aparata za kafu
07:46
and talk to each other.
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i da međusobno razgovaraju.
07:48
The Swedes even have
a special term for this.
a special term for this.
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Šveđani čak imaju poseban izraz za to.
07:50
They call it fika, which means
more than a coffee break.
more than a coffee break.
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Oni to nazivaju "fika", a ima
šire značenje od pauze za kafu.
šire značenje od pauze za kafu.
07:54
It means collective restoration.
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Ima značenje kolektivne obnove.
07:57
At Idexx, a company up in Maine,
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U Idexx-u, kompaniji iz Mejna,
napravili su bašte s povrćem
na kampusu kako bi ljudi
na kampusu kako bi ljudi
08:00
they've created vegetable gardens
on campus so that people
on campus so that people
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08:03
from different parts of the business
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iz različitih oblasti poslovanja
08:05
can work together and get to know
the whole business that way.
the whole business that way.
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mogli da rade zajedno i da na taj način
upoznaju celokupno poslovanje.
upoznaju celokupno poslovanje.
08:10
Have they all gone mad?
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Jesu li svi oni poludeli?
08:12
Quite the opposite -- they've figured out
that when the going gets tough,
that when the going gets tough,
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Baš naprotiv - shvatili su
da kada postane teško,
da kada postane teško,
08:16
and it always will get tough
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a neminovno hoće,
08:18
if you're doing breakthrough work
that really matters,
that really matters,
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ako obavljaš bitan posao
koji je uistinu važan,
koji je uistinu važan,
08:21
what people need is social support,
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ljudima je potrebna podrška društva
08:23
and they need to know who to ask for help.
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i potrebno je da znaju kome
da se obrate za pomoć.
da se obrate za pomoć.
08:27
Companies don't have ideas;
only people do.
only people do.
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Firme nemaju ideje; jedino ljudi.
08:31
And what motivates people
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A ono što motiviše ljude
08:34
are the bonds and loyalty and trust
they develop between each other.
they develop between each other.
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su veze i odanost i poverenje
koje međusobno razvijaju.
koje međusobno razvijaju.
08:39
What matters is the mortar,
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Važan je malter,
08:43
not just the bricks.
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a ne samo cigle.
08:46
Now, when you put all of this together,
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Sad, kada sve ovo spojite,
08:48
what you get is something
called social capital.
called social capital.
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dobijate nešto što se zove
društveni kapital.
društveni kapital.
08:51
Social capital is the reliance
and interdependency that builds trust.
and interdependency that builds trust.
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Društveni kapital čine oslonac
i međuzavisnost kojima se gradi poverenje.
i međuzavisnost kojima se gradi poverenje.
08:56
The term comes from sociologists
who were studying communities
who were studying communities
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Termin potiče od sociologa
koji su izučavali zajednice
koji su izučavali zajednice
09:00
that proved particularly resilient
in times of stress.
in times of stress.
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koje su se pokazale naročito otpornim
u teškim vremenima.
u teškim vremenima.
09:05
Social capital is what
gives companies momentum,
gives companies momentum,
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Društveni kapital firmama
daje vetar u leđa
daje vetar u leđa
09:09
and social capital
is what makes companies robust.
is what makes companies robust.
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i zbog društvenog kapitala
firme postaju snažne.
firme postaju snažne.
09:16
What does this mean in practical terms?
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Šta to znači u smislu praktičnosti?
09:18
It means that time is everything,
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Znači da je vreme sve,
09:22
because social capital
compounds with time.
compounds with time.
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jer je društveni kapital
nerazdvojiv od vremena.
nerazdvojiv od vremena.
09:27
So teams that work together longer
get better, because it takes time
get better, because it takes time
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Pa ekipe koje duže rade zajedno,
sve su bolje jer je potrebno vreme
sve su bolje jer je potrebno vreme
09:32
to develop the trust you need
for real candor and openness.
for real candor and openness.
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da se razvije poverenje koje je potrebno
za istinsku iskrenost i otvorenost.
za istinsku iskrenost i otvorenost.
09:38
And time is what builds value.
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A vremenom se grade vrednosti.
09:42
When Alex Pentland
suggested to one company
suggested to one company
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Kada je Aleks Pentland
predložio jednoj firmi
predložio jednoj firmi
09:44
that they synchronize coffee breaks
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da sinhronizuju pauze za kafu
09:47
so that people would have time
to talk to each other,
to talk to each other,
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kako bi ljudi imali vremena
da međusobno razgovaraju,
da međusobno razgovaraju,
09:51
profits went up 15 million dollars,
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profit je narastao za 15 miliona dolara
09:54
and employee satisfaction
went up 10 percent.
went up 10 percent.
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a zadovoljstvo zaposlenih
je poraslo za 10 procenata.
je poraslo za 10 procenata.
09:58
Not a bad return on social capital,
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Nije loša zarada na društvenom kapitalu,
10:01
which compounds even as you spend it.
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koja se uvećava čak i dok je trošite.
10:05
Now, this isn't about chumminess,
and it's no charter for slackers,
and it's no charter for slackers,
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Sad, ovde se ne radi o drugarstvu
i ovo nije rezervisano za zabušante
i ovo nije rezervisano za zabušante
10:12
because people who work this way
tend to be kind of scratchy,
tend to be kind of scratchy,
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jer ljudi koji rade ovako
znaju da budu nekako neugodni,
znaju da budu nekako neugodni,
10:16
impatient, absolutely determined
to think for themselves
to think for themselves
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nestrpljivi, u potpunosti odlučni
da misle samo u svoje ime
da misle samo u svoje ime
10:20
because that's what their contribution is.
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jer to je njihov doprinos.
10:24
Conflict is frequent
because candor is safe.
because candor is safe.
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Konflikti su česti
jer je iskrenost na sigurnom.
jer je iskrenost na sigurnom.
10:30
And that's how good ideas
turn into great ideas,
turn into great ideas,
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I tako se dobre ideje
pretvaraju u sjajne ideje
pretvaraju u sjajne ideje
10:35
because no idea is born fully formed.
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jer nijedna ideja ne dolazi
potpuno uobličena.
potpuno uobličena.
10:38
It emerges a little bit
as a child is born,
as a child is born,
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Nastaje, pomalo nalik detetu koje se rađa,
10:41
kind of messy and confused,
but full of possibilities.
but full of possibilities.
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nekako zbrkana i zbunjena,
ali puna mogućnosti.
ali puna mogućnosti.
10:46
And it's only through the generous
contribution, faith and challenge
contribution, faith and challenge
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I samo kroz velikodušnu
saradnju, nadu i izazov,
saradnju, nadu i izazov,
10:52
that they achieve their potential.
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ideje ostvaruju svoj potencijal.
10:55
And that's what social capital supports.
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A to društveni kapital podržava.
11:01
Now, we aren't really used
to talking about this,
to talking about this,
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Sad, zaista nismo navikli
da govorimo o ovome,
da govorimo o ovome,
11:04
about talent, about creativity,
in this way.
in this way.
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o talentu, kreativnosti, ovako.
11:08
We're used to talking about stars.
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Navikli smo da govorimo o zvezdama.
11:12
So I started to wonder,
well, if we start working this way,
well, if we start working this way,
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Pa sam počela da se pitam,
dobro, ako počnemo da radimo ovako,
dobro, ako počnemo da radimo ovako,
11:16
does that mean no more stars?
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da li to znači da više neće biti zvezda?
11:19
So I went and I sat in on the auditions
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Pa sam otišla da pogledam audicije
11:21
at the Royal Academy
of Dramatic Art in London.
of Dramatic Art in London.
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3856
na Kraljevskoj akademiji
dramskih umetnosti u Londonu.
dramskih umetnosti u Londonu.
11:25
And what I saw there really surprised me,
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A ono što sam tamo videla
zaista me je iznenadilo
zaista me je iznenadilo
11:28
because the teachers weren't looking
for individual pyrotechnics.
for individual pyrotechnics.
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jer profesori nisu tražili
pojedince koji blistaju.
pojedince koji blistaju.
11:33
They were looking for what happened
between the students,
between the students,
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Tragali su za onim što se dešava
između studenata
između studenata
11:38
because that's where the drama is.
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jer tu se dešava drama.
11:42
And when I talked
to producers of hit albums,
to producers of hit albums,
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I kada sam razgovarala
s producentima hit albuma,
s producentima hit albuma,
11:44
they said, "Oh sure, we have
lots of superstars in music.
lots of superstars in music.
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rekli su mi: "Ah, naravno da imamo
mnogo superzvezda u muzici.
mnogo superzvezda u muzici.
11:48
It's just, they don't last very long.
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Nego one prosto ne traju dugo.
11:51
It's the outstanding collaborators
who enjoy the long careers,
who enjoy the long careers,
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Izuzetni saradnici su oni
koji uživaju duge karijere
koji uživaju duge karijere
11:55
because bringing out the best in others
is how they found the best
is how they found the best
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jer izvlačeći najbolje iz drugih,
oni pronalaze najbolje
oni pronalaze najbolje
11:59
in themselves."
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u sebi samima."
12:01
And when I went to visit companies
that are renowned
that are renowned
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I kada sam posetila firme koje su poznate
12:04
for their ingenuity and creativity,
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po inovativnosti i kreativnosti,
12:06
I couldn't even see any superstars,
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uopšte nisam mogla
ni da zapazim bar jednu superzvezdu
ni da zapazim bar jednu superzvezdu
12:09
because everybody there really mattered.
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jer su svi bili uistinu bitni.
12:13
And when I reflected on my own career,
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I kada sam bacila pogled
na sopstvenu karijeru
na sopstvenu karijeru
12:16
and the extraordinary people
I've had the privilege to work with,
I've had the privilege to work with,
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i izuzetne ljude s kojima sam
imala privilegiju da radim,
imala privilegiju da radim,
12:20
I realized how much more
we could give each other
we could give each other
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shvatila sam koliko više
možemo pružiti jedni drugima,
možemo pružiti jedni drugima,
12:25
if we just stopped trying
to be superchickens.
to be superchickens.
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ako bismo prosto prestali
da se trudimo da budemo superkokoške.
da se trudimo da budemo superkokoške.
12:31
(Laughter) (Applause)
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(Smeh) (Aplauz)
12:36
Once you appreciate
truly how social work is,
truly how social work is,
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Jednom kada uistinu počente
da cenite rad kao društvenu aktivnost,
da cenite rad kao društvenu aktivnost,
12:43
a lot of things have to change.
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mnogo toga će morati da se menja.
12:46
Management by talent contest
has routinely pitted
has routinely pitted
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Menadžment kao takmičenje za talentovane
rutinski je okretao
rutinski je okretao
12:50
employees against each other.
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radnike jedne protiv drugih.
12:52
Now, rivalry has to be replaced
by social capital.
by social capital.
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Sad, rivalstvo mora da bude zamenjeno
društvenim kapitalom.
društvenim kapitalom.
12:58
For decades, we've tried
to motivate people with money,
to motivate people with money,
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Decenijama smo pokušavali
da motivišemo ljude novcem,
da motivišemo ljude novcem,
13:01
even though we've got
a vast amount of research that shows
a vast amount of research that shows
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iako nam ogroman broj
istraživanja pokazuje
istraživanja pokazuje
13:04
that money erodes social connectedness.
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da novac podriva društvenu povezanost.
13:08
Now, we need to let people
motivate each other.
motivate each other.
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Sad moramo da pustimo ljude
da se međusobno motivišu.
da se međusobno motivišu.
13:14
And for years, we've thought that leaders
were heroic soloists who were expected,
were heroic soloists who were expected,
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Godinama smo mislili da su vođe
samostalni heroji od kojih se očekuje
samostalni heroji od kojih se očekuje
13:19
all by themselves,
to solve complex problems.
to solve complex problems.
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da sami reše kompleksne probleme.
13:22
Now, we need to redefine leadership
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Sada moramo da redefinišemo vođstvo
13:26
as an activity in which
conditions are created
conditions are created
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kao aktivnost kojom se stvaraju uslovi
13:30
in which everyone can do their most
courageous thinking together.
courageous thinking together.
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da svako razmišlja najodvažnije
zajedno s drugima.
zajedno s drugima.
13:36
We know that this works.
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Znamo da je ovo delotvorno.
13:40
When the Montreal Protocol called
for the phasing out of CFCs,
for the phasing out of CFCs,
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Kada je Montrealski protokol pozvao
na promene u lučenju hlorofluorkarbonata,
na promene u lučenju hlorofluorkarbonata,
13:44
the chlorofluorocarbons implicated
in the hole in the ozone layer,
in the hole in the ozone layer,
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hlorofluorkarbonate krive za rupe u ozonu,
13:48
the risks were immense.
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rizik je bio ogroman.
13:51
CFCs were everywhere,
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Hlorofluorkarbonati su bili svuda
13:54
and nobody knew if a substitute
could be found.
could be found.
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i niko nije znao da li je zamena moguća.
13:57
But one team that rose to the challenge
adopted three key principles.
adopted three key principles.
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Ali ekipa koja je bila dorasla izazovu,
usvojila je tri ključna principa.
usvojila je tri ključna principa.
14:03
The first was the head of engineering,
Frank Maslen, said,
Frank Maslen, said,
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Kao prvo, glavni inženjer,
Frenk Maslen je rekao:
Frenk Maslen je rekao:
14:06
there will be no stars in this team.
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"U ovoj ekipi neće biti zvezda.
14:09
We need everybody.
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Svi su nam potrebni.
14:12
Everybody has a valid perspective.
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Svačija perspektiva je važeća.
14:15
Second, we work to one standard only:
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Pod dva, radimo samo
prema jednom standardu:
prema jednom standardu:
14:19
the best imaginable.
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najbolje moguće."
14:22
And third, he told his boss,
Geoff Tudhope,
Geoff Tudhope,
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I pod tri, rekao je svom šefu
Džefu Tadhopu
Džefu Tadhopu
14:25
that he had to butt out,
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da mora da se skloni
14:27
because he knew
how disruptive power can be.
how disruptive power can be.
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jer je znao kako moć može
da remeti poredak.
da remeti poredak.
14:30
Now, this didn't mean Tudhope did nothing.
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Sad, to nije značilo da Tadhop
nije ništa radio.
nije ništa radio.
14:33
He gave the team air cover,
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Pružao je ekipi moralnu podršku
14:35
and he listened to ensure
that they honored their principles.
that they honored their principles.
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i pazio je na poštovanje principa.
14:40
And it worked: Ahead of all the other
companies tackling this hard problem,
companies tackling this hard problem,
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I delovalo je: ispred svih drugih firmi
koje su se bavile ovim teškim problemom,
koje su se bavile ovim teškim problemom,
14:46
this group cracked it first.
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ova ekipa ga je prva rešila.
14:49
And to date, the Montreal Protocol
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I do danas je Montrealski protokol
14:52
is the most successful international
environmental agreement
environmental agreement
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najuspešniji međunarodni ekološki sporazum
14:58
ever implemented.
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koji je ikad implementiran.
15:01
There was a lot at stake then,
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Veliki je ulog bio tada,
15:03
and there's a lot at stake now,
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veliki je ulog i danas
15:06
and we won't solve our problems
if we expect it to be solved
if we expect it to be solved
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i nećemo rešiti naše probleme,
ako očekujemo da ih reši
ako očekujemo da ih reši
15:11
by a few supermen or superwomen.
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nekoliko supermuškaraca ili superžena.
15:13
Now we need everybody,
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Sada su nam svi potrebni
15:17
because it is only when we accept
that everybody has value
that everybody has value
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jer tek kad prihvatimo da svako vredi,
15:23
that we will liberate the energy
and imagination and momentum we need
and imagination and momentum we need
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oslobodićemo enegiju i maštu
i potisak koji nam je potreban
i potisak koji nam je potreban
15:30
to create the best beyond measure.
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da stvorimo neuporedivo najbolje.
15:35
Thank you.
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Hvala vam.
15:38
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Margaret Heffernan - Management thinkerThe former CEO of five businesses, Margaret Heffernan explores the all-too-human thought patterns -- like conflict avoidance and selective blindness -- that lead organizations and managers astray.
Why you should listen
How do organizations think? In her book Willful Blindness, Margaret Heffernan examines why businesses and the people who run them often ignore the obvious -- with consequences as dire as the global financial crisis and Fukushima Daiichi nuclear disaster.
Heffernan began her career in television production, building a track record at the BBC before going on to run the film and television producer trade association IPPA. In the US, Heffernan became a serial entrepreneur and CEO in the wild early days of web business. She now blogs for the Huffington Post and BNET.com. Her latest book, Beyond Measure, a TED Books original, explores the small steps companies can make that lead to big changes in their culture.
Margaret Heffernan | Speaker | TED.com