TED@Cannes
Stefan Sagmeister: 7 rules for making more happiness
Stefan Sagmeister: 7 normes per a crear més felicitat.
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Utilitzant il.lustracions simples i encantadores, el dissenyador Stefan Sagmeiser comparteix els seus últims pensaments sobre la felicitat, tant la conscient com la inconscient. Les seves set normes per a la felicitat en la vida i el disseny (amb algunes adaptacions) son aplicables a qualsevol que busqui més alegria.
Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Double-click the English transcript below to play the video.
00:15
I spent the best part of last year
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He passat gran part de l'últim any
00:20
working on a documentary
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treballant en un documental
00:23
about my own happiness --
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sobre la meva felicitat;
00:25
trying to see
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intentant veure
00:27
if I can actually train my mind
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si puc entrenar la meva ment
00:29
in a particular way,
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d'una manera concreta,
00:32
like I can train my body,
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igual que entreno el meu cos,
00:34
so I can end up with an improved feeling
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per acabar amb un sentiment millorat
00:37
of overall well-being.
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de benestar general.
00:40
Then this January,
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Aleshores aquest gener,
00:42
my mother died,
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la meva mare va morir,
00:44
and pursuing a film like that
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i seguir amb una pel.lícula així
00:47
just seemed the last thing that was interesting to me.
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semblava l'última cosa que em podia interesar.
00:51
So in a very typical, silly designer fashion,
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Així que en l'estil típic i estúpid de dissenyador,
00:55
after years worth of work,
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després d'anys de feina,
00:58
pretty much all I have to show for it are the titles for the film.
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tot el que tinc per mostrar són els títols de la pel.lícula.
01:01
(Music)
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(Música)
01:08
They were still done
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Es van fer
01:10
when I was on sabbatical with my company in Indonesia.
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mentre estava en un any sabàtic amb la meva empresa a Indonèsia.
01:12
We can see the first part here was designed here by pigs.
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Podem veure que la primera part va ser dissenyada amb porcs.
01:15
It was a little bit too funky,
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Era una mica massa funky,
01:17
and we wanted a more feminine point of view
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i voliem un punt de vista més femení
01:20
and employed a duck
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així que vam utilitzar un ànec
01:22
who did it in a much more fitting way --
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que ho feia de manera molt més...
01:24
fashion.
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apropiada.
01:27
My studio in Bali
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El meu estudi a Bali
01:29
was only 10 minutes away from a monkey forest,
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estava a només 10 minuts d'un bosc de micos.
01:32
and monkeys, of course,
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I els micos, és clar,
01:34
are supposed to be the happiest of all animals.
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se suposa que són els més feliços de tots els animals.
01:36
So we trained them to be able to do three separate words,
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Així que els vam entrenar per a que poguessin fer 3 paraules,
01:39
to lay out them properly.
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posar-les correctament.
01:41
You can see,
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Com podeu veure,
01:43
there still is a little bit of a legibility problem there.
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encara hi ha alguns petits problemes de llegibilitat.
01:46
The serif is not really in place.
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La tipografia gràcia no és adecuada.
01:48
So of course, what you don't do properly yourself
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I per tant, el que no pots fer tú mateix correctament
01:51
is never deemed done really.
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mai no es considera realment fet.
01:53
So this is us climbing onto the trees
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Aquí estem pujant-nos als arbres
01:56
and putting it up over the Sayan Valley
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i posant-lo sobre la vall de Sayan
01:59
in Indonesia.
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a Indonèsia.
02:02
In that year, what I did do a lot
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Aquell any, el que vaig fer molt
02:05
was look at all sorts of surveys,
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va ser mirar tot tipus d'enquestes,
02:07
looking at a lot of data on this subject.
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mirant moltíssimes dades sobre aquest tema.
02:10
And it turns out
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I resulta
02:12
that men and women
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que homes i dones
02:15
report very, very similar levels of happiness.
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mostren nivells molt, molt similars de felicitat.
02:18
This is a very quick overview
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Aquest és un resum ràpid
02:20
of all the studies that I looked at.
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de tots els estudis que vaig mirar.
02:22
That climate plays no role.
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El clima no hi té res a veure.
02:24
That if you live in the best climate,
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Tant si vius en el millor clima,
02:26
in San Diego in the United States,
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a San Diego als Estats Units,
02:28
or in the shittiest climate, in Buffalo, New York,
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o en el pitjor clima, a Buffalo, Nova York,
02:31
you are going to be just as happy
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seràs igual de feliç
02:33
in either place.
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en qualsevol dels dos llocs.
02:35
If you make more than 50,000 bucks a year in the U.S.,
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Si guanyes més de 50.000 dòlars l'any als EUA,
02:39
any salary increase you're going to experience
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qualsevol augment de salari que tinguis
02:42
will have only a tiny, tiny influence
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només tindrà una influència mínima
02:45
on your overall well-being.
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en el teu benestar general.
02:47
Black people are just as happy as white people are.
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Els negres són tant feliços com els blancs.
02:50
If you're old or young
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Si ets vell o jove
02:52
it doesn't really make a difference.
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no fa cap diferència.
02:54
If you're ugly or if you're really, really good-looking
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Si ets lleig o realment, realment bonic
02:57
it makes no difference whatsoever.
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no fa cap mena de diferència.
02:59
You will adapt to it and get used to it.
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T'hi adaptaràs i t'hi acostumaràs.
03:01
If you have manageable health problems
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Si tens problemes de salut manejables
03:04
it doesn't really matter.
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no importa.
03:06
Now this does matter.
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El que importa és això.
03:08
So now the woman on the right
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La dona de la dreta
03:10
is actually much happier than the guy on the left --
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és molt més feliç que el noi de l'esquerra;
03:13
meaning that, if you have a lot of friends,
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em refereixo a que si tens molts amics,
03:16
and you have meaningful friendships,
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i si tens amistats de debó,
03:19
that does make a lot of difference.
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això sí que fa molta diferència.
03:21
As well as being married -- you are likely to be much happier
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Igual que si estàs casat, és més probable que siguis molt més feliç
03:24
than if you are single.
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que si ets solter.
03:26
A fellow TED speaker, Jonathan Haidt,
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Un company orador de TED, en Jonathan Haidt,
03:28
came up with this beautiful little analogy
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va crear aquesta preciosa petita analogia
03:31
between the conscious and the unconscious mind.
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entre la ment conscient i insconscient.
03:35
He says that the conscious mind is this tiny rider
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Ell diu que la ment conscient és el genet diminut
03:38
on this giant elephant, the unconscious.
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d'un elefant gegant, l'inconscient.
03:41
And the rider thinks
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El genet pensa
03:43
that he can tell the elephant what to do,
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que pot dir a l'elefant què fer,
03:46
but the elephant really has his own ideas.
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però en realitat l'elefant té idees pròpies.
03:49
If I look at my own life,
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Si miro la meva vida,
03:51
I'm born in 1962 in Austria.
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vaig nèixer el 1962 a Àustria.
03:54
If I would have been born a hundred years earlier,
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Si hagués nascut cent anys abans,
03:57
the big decisions in my life would have been made for me --
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les grans decisions de la meva vida les haurien près per mí;
04:00
meaning I would have stayed in the town that I was born in;
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vull dir que m'hauria quedat al poble on vaig nèixer;
04:04
I would have very much likely
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molt problablement
04:06
entered the same profession that my dad did;
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hauria tingut la professió del meu pare;
04:08
and I would have very much likely married a woman
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i segurament m'hauria casat amb la dona
04:11
that my mom had selected.
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que la meva mare tries.
04:15
I, of course, and all of us,
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Jo, per descomptat, i tots nosaltres,
04:18
are very much in charge
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controlem
04:20
of these big decisions in our lives.
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les grans decisions de la nostra vida.
04:23
We live where we want to be --
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Vivim on volem...
04:25
at least in the West.
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com a mínim a Occident.
04:27
We become what we really are interested in.
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Ens convertim en el que ens agrada en realitat.
04:29
We choose our own profession,
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Triem la nostra professió,
04:31
and we choose our own partners.
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i triem la nostra parella.
04:33
And so it's quite surprising
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Per tant és sorprenent
04:36
that many of us
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que tants de nosaltres
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let our unconscious influence those decisions
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deixem que el nostre inconscient influencii en questes decisions
04:41
in ways that we are not quite aware of.
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de maneres que sovint ignorem.
04:45
If you look at the statistics
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Si mirem les estadístiques
04:47
and you see that the guy called George,
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veiem que un tal George,
04:50
when he decides on where he wants to live --
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quan decideix on vol viure,
04:53
is it Florida or North Dakota? --
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a Florida o a Dakota del Nord,
04:56
he goes and lives in Georgia.
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se'n va a viure a Georgia.
04:58
And if you look at a guy called Dennis,
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Si mires un tal Dennis,
05:00
when he decides what to become --
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quan decideix què vol ser,
05:02
is it a lawyer, or does he want to become a doctor
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si vol ser advocat, o vol ser metge
05:05
or a teacher? --
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o professor,
05:07
best chance is that he wants to become a dentist.
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el més probable és que sigui dentista.
05:10
And if Paula decides
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Si la Paula decideix
05:12
should she marry Joe or Jack,
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si casar-se amb en Joe o en Jack,
05:14
somehow Paul sounds the most interesting.
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de sobte en Paul sembla el més interessant.
05:18
And so even if we make
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Aixi que fins i tot si prenem
05:20
those very important decisions
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aquestes importants decisions
05:22
for very silly reasons,
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per raons molt ximples,
05:24
it remains statistically true
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estadísticament segueix sent veritat
05:26
that there are more Georges living in Georgia
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que hi ha més Georges vivint a Georgia
05:28
and there are more Dennises becoming dentists
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i més Dennises que són dentistes
05:31
and there are more Paulas who are married to Paul
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i que més Paules es casen amb Pauls
05:34
than statistically viable.
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del que seria estadísticament viable.
05:36
(Laughter)
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(Rialles)
05:38
Now I, of course, thought,
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Així que jo, evidentment, vaig pensar
05:41
"Well this is American data,"
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que bé, aquestes són dades americanes.
05:43
and I thought, "Well, those silly Americans.
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I vaig pensar, bé, aquest americans ximples.
05:47
They get influenced by things
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Es deixen influenciar per coses
05:50
that they're not aware of.
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de les que no se n'adonen.
05:53
This is just completely ridiculous."
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És totalment ridícul.
05:56
Then, of course, I looked at my mom and my dad --
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Aleshores, és clar, vaig mirar a la meva mare i el meu pare...
05:59
(Laughter)
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(Rialles)
06:01
Karolina and Karl,
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la Karolina i en Karl,
06:03
and grandmom and granddad,
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la meva àvia i el meu avi,
06:06
Josefine and Josef.
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la Josefine i en Josef.
06:08
So I am looking still for a Stephanie.
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Així que jo segueixo buscant una Stephanie.
06:10
I'll figure something out.
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Me'n sortiré.
06:14
If I make this whole thing a little bit more personal
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Si faig tot això una mica més personal
06:16
and see what makes me happy as a designer,
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i miro al que em fa feliç com a dissenyador,
06:19
the easiest answer, of course,
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la resposta més fàcil, és clar,
06:21
is do more of the stuff that I like to do
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és fer més coses del que m'agrada fer
06:24
and much less of the stuff that I don't like to do --
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i fer menys coses del que no m'agrada fer;
06:26
for which it would be helpful
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i per a això seria molt útil
06:29
to know what it is that I actually do like to do.
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saber el que de fet m'agrada fer.
06:32
I'm a big list maker,
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Jo faig moltes llistes,
06:34
so I came up with a list.
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així que vaig fer una llista.
06:36
One of them is to think without pressure.
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Una d'elles és pensar sense pressions.
06:39
This is a project we're working on right now
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És un projecte en el que estem treballant ara
06:41
with a very healthy deadline.
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amb uns data límit molt saludable.
06:43
It's a book on culture,
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És un llibre sobre cultura,
06:45
and, as you can see,
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i, com podeu veure,
06:47
culture is rapidly drifting around.
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la cultura deriva ràpidament.
06:50
Doing things like I'm doing right now --
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Fent coses com les que faig ara,
06:52
traveling to Cannes.
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viatjant a Cannes.
06:54
The example I have here
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L'exemple que tinc aquí
06:56
is a chair that came out of the year in Bali --
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és una cadira que prové de l'any a Bali,
06:59
clearly influenced by local manufacturing and culture,
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clarament influenciada per la fabricació i cultura locals,
07:03
not being stuck behind
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sense estar lligada darrere
07:05
a single computer screen all day long
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d'una pantalla d'ordinador tot el dia
07:08
and be here and there.
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i estar sempre allà.
07:10
Quite consciously, design projects
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De manera bastant conscient, els projectes de disseny
07:12
that need an incredible amount of various techniques,
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que necessiten una quantitat increïble de tècniques diferents,
07:15
just basically to fight
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bàsicament per a lluitar
07:17
straightforward adaptation.
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contra l'adaptació directa.
07:20
Being close to the content --
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Estant aprop del contingut,
07:22
that's the content really is close to my heart.
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del contingut que porto en el meu cor.
07:25
This is a bus, or vehicle,
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Aquest és un autobús, o vehicle
07:27
for a charity, for an NGO
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per a una obra benèfica d'una ONG
07:29
that wants to double the education budget in the United States --
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que vol doblar el pressupost d'educació dels Estats Units,
07:33
carefully designed,
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dissenyada cuidadosament,
07:35
so, by two inches, it still clears highway overpasses.
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de manera que per 5 centímetres, pot pasar sota els pasos a nivell de l'autopista.
07:42
Having end results -- things that come back from the printer well,
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Tenint resultats finals, coses que tornen bé de l'impremta,
07:46
like this little business card for an animation company
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com ara aquestes targetes de visita d'una empresa d'animació
07:48
called Sideshow
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que es diu Sideshow
07:50
on lenticular foils.
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sobre làmines lenticulars.
07:53
Working on projects
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Treballar en projectes
07:55
that actually have visible impacts,
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que tenen un impacte visible,
07:57
like a book for a deceased German artist
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com el llibre d'un artista alemany difunt
08:02
whose widow came to us
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la vídua del qual ens va demanar
08:05
with the requirement to make her late husband famous.
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que fessim famós el seu marit difunt.
08:09
It just came out six months ago,
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Es va publicar fa sis mesos,
08:11
and it's getting unbelievable traction right now in Germany.
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i està rebent una atenció increíble ara mateix a Alemanya.
08:15
And I think that his widow
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I crec que la seva vídua
08:17
is going to be very successful on her quest.
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tindrà èxit en la seva missió.
08:21
And lately, to be involved in projects
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I últimament, estar involucrat en projectes
08:24
where I know about 50 percent of the project
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on conec aproximadament un 50 per cent del projecte
08:26
technique-wise
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pel que fà a la tècnica
08:28
and the other 50 percent would be new.
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i l'altre 50 per cent serà nou.
08:30
So in this case,
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Així que en aquest cas
08:32
it's an outside projection for Singapore
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és un projecte extern per a Singapur
08:34
on these giant Times Square-like screens.
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en aquestes pantalles gegants tipus Times Square.
08:37
And I of course knew stuff, as a designer,
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Per descomptat ho conec com a dissenyador,
08:40
about typography,
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sobre la tipografia,
08:42
even though we worked with those animals not so successfully.
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fins i tot si no vam tenir massa èxit treballant amb aquells animals.
08:45
But I didn't quite know
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Però no coneixia
08:47
all that much about movement or film.
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del tot el moviment o les pel.lícules.
08:50
And from that point of view we turned it into a lovely project.
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I des d'aquest punt de vista, ho vam convetir en un projecte encantador.
08:53
But also because the content was very close.
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Però també perquè el contingut era tan proper.
08:56
In this case, "Keeping a Diary
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En aquest cas, portar un diari
08:58
Supports Personal Development" --
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ajuda al desenvolupament personal.
09:00
I've been keeping a diary since I was 12.
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Escric un diari des que tenia 12 anys.
09:03
And I've found that it influenced my life and work
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M'he n'he adonat que això influencia la meva vida i la meva feina
09:07
in a very intriguing way.
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d'una manera molt intrigant.
09:10
In this case also because
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En aquest cas també perquè
09:12
it's part of one of the many sentiments
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és part d'un dels meus molts sentiments
09:15
that we build the whole series on --
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en els que hem basat tota la sèrie:
09:19
that all the sentiments originally had come out of the diary.
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que tots els sentiments han sortit originalment del meu diari.
09:22
Thank you so much.
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Moltes gràcies.
09:24
(Applause)
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(Aplaudiments)
ABOUT THE SPEAKER
Stefan Sagmeister - Graphic designerRenowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.
Why you should listen
Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.
While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.
Stefan Sagmeister | Speaker | TED.com