TED2010
Derek Sivers: How to start a movement
Derek Sivers: Com començar un moviment
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Amb l'ajuda d'un enregistrament sorprenent Derek Sivers explica com comencen realment els moviments. (Pista: en requereix dos).
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Double-click the English transcript below to play the video.
00:15
So, ladies and gentlemen, at TED
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Senyores i senyors al TED
00:17
we talk a lot about leadership and how to make a movement.
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parlem molt sobre lideratge i com crear un moviment.
00:20
So let's watch a movement happen, start to finish, in under three minutes
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Vegem com es produeix un moviment, de l'inici a la fi, en menys de tres minuts
00:23
and dissect some lessons from it.
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i extraguem-ne les lliçons.
00:26
First, of course you know, a leader needs the guts
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Primer, per suposat ja ho sabeu, el líder ha de tenir el valor
00:28
to stand out and be ridiculed.
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de destacar i ser ridiculitzat.
00:32
But what he's doing is so easy to follow.
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Però el què està fent és tan fàcil de seguir!
00:34
So here's his first follower with a crucial role;
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I aquí apareix el seu primer seguidor amb un paper crucial.
00:37
he's going to show everyone else how to follow.
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Ell ensenyarà a tots com seguir-lo.
00:39
Now, notice that the leader embraces him as an equal.
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Ara, adoneu-vos que el líder l'accepta com a un igual.
00:41
So, now it's not about the leader anymore;
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I ara ja no es tracta del líder,
00:43
it's about them, plural.
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es tracta d'ells, en plural.
00:45
Now, there he is calling to his friends.
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Ara, aquí el teniu cridant als seus amics.
00:47
Now, if you notice that the first follower
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Ara, si us n'adoneu, aquest primer seguidor
00:49
is actually an underestimated form of leadership in itself.
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és, de fet, una forma menystinguda de lideratge en sí mateixa.
00:53
It takes guts to stand out like that.
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Cal tenir valor per aixecar-se i destacar així.
00:55
The first follower is what transforms
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Aquest primer seguidor és el que transforma
00:58
a lone nut into a leader.
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un boig solitari en un líder.
01:00
(Laughter)
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(Rialles)
01:02
(Applause)
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(Aplaudiments)
01:05
And here comes a second follower.
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I aquí tenim el segon seguidor.
01:07
Now it's not a lone nut, it's not two nuts --
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Ara ja no és un boig solitari, ni són dos bojos,
01:09
three is a crowd, and a crowd is news.
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tres són una colla, i una colla es nota.
01:12
So a movement must be public.
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Per tant un moviment ha de ser públic.
01:14
It's important to show not just to show the leader, but the followers,
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És important, no només mostrar el líder, sinó els seguidors
01:17
because you find that new followers
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perquè llavors trobem que els nous seguidors
01:19
emulate the followers, not the leader.
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emulen als seguidors, no al líder.
01:22
Now, here come two more people, and immediately after,
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Ara, aquí tenim dues persones més, i immediatament després,
01:24
three more people.
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tres persones més.
01:26
Now we've got momentum. This is the tipping point.
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Ara tenim força. Aquest és el moment culminant.
01:28
Now we've got a movement.
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Ara ja tenim un moviment.
01:32
So, notice that, as more people join in,
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Fixeu-vos que, com més gent s'hi apunta,
01:34
it's less risky.
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és menys arriscat.
01:36
So those that were sitting on the fence before, now have no reason not to.
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Per tant aquells que abans estaven asseguts a la barrera, ja no en tenen cap raó.
01:39
They won't stand out,
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No destacaran.
01:41
they won't be ridiculed,
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No seran ridiculitzats.
01:43
but they will be part of the in-crowd if they hurry.
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Sinó que seran part de la colla "in" si s'apressen.
01:45
(Laughter)
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(Rialles)
01:48
So, over the next minute,
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Així, al llarg del proper minut,
01:50
you'll see all of those that prefer to stick with the crowd
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veureu que tots aquells qui prefereixen pertànyer a la colla
01:52
because eventually they would be ridiculed
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perquè finalment serien ridiculitzats
01:54
for not joining in.
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per no afegir-s'hi,
01:56
And that's how you make a movement.
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i així és com crees un moviment.
01:58
But let's recap some lessons from this.
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Però extraguem-ne algunes lliçons, d'això,
02:00
So first, if you are the type,
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Primer, si ets del tipus de persona
02:03
like the shirtless dancing guy that is standing alone,
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com el noi que balla sense samarreta tot sol,
02:06
remember the importance of nurturing
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recorda la importància de tractar
02:08
your first few followers as equals
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als teus primers seguidors com a iguals
02:10
so it's clearly about the movement, not you.
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perquè es tracti clarament del moviment, no de tu.
02:13
Okay, but we might have missed the real lesson here.
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D'acord, però se'ns deu haver escapat l'autèntica lliçó aquí.
02:16
The biggest lesson, if you noticed --
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La gran lliçó, si us n'heu adonat,
02:18
did you catch it? -- is that leadership
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l'heu captada? És que el lideratge
02:20
is over-glorified.
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està "sobreglorificat",
02:22
That, yes, it was the shirtless guy who was first,
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que, sí, primer va ser el noi sense samarreta,
02:24
and he'll get all the credit,
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i ell n'obtindrà tot el mèrit,
02:26
but it was really the first follower
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però ha estat realment el primer seguidor
02:28
that transformed the lone nut into a leader.
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el que ha transformat un boig solitari en un líder.
02:31
So, as we're told that we should all be leaders,
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Així doncs, si tots fóssim líders tal com se'ns diu,
02:33
that would be really ineffective.
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seria realment ineficaç.
02:35
If you really care about starting a movement,
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Si realment us importa iniciar un moviment,
02:37
have the courage to follow
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tingueu el valor de seguir-lo
02:39
and show others how to follow.
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i d'ensenyar als altres com seguir-lo.
02:41
And when you find a lone nut doing something great,
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I quan us trobeu un boig solitari fent alguna cosa genial,
02:43
have the guts to be the first one
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tingueu el valor de ser el primer
02:45
to stand up and join in.
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d'aixecar-se i afegir-s'hi.
02:47
And what a perfect place to do that, at TED.
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I quin millor lloc per fer això que al TED.
02:49
Thanks.
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Gràcies.
02:51
(Applause)
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(Aplaudiments)
ABOUT THE SPEAKER
Derek Sivers - EntrepreneurThrough his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.
Why you should listen
Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.
In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."
Derek Sivers | Speaker | TED.com