TED2010
Derek Sivers: How to start a movement
Derek Sivers: Cómo empezar un movimiento
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Con la ayuda de algunas imágenes sorprendentes, Derek Sivers, explica como empiezan realmente los movimientos. (Pista: se necesitan 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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Señoras y señores, en TED
00:17
we talk a lot about leadership and how to make a movement.
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hablamos mucho sobre liderazgo y como hacer un movimiento.
00:20
So let's watch a movement happen, start to finish, in under three minutes
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Veamos ocurrir un movimiento, de principio a fin, en menos de 3 minutos.
00:23
and dissect some lessons from it.
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Extraigamos algunas lecciones.
00:26
First, of course you know, a leader needs the guts
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Lo primero, lo sabéis, un líder necesita coraje
00:28
to stand out and be ridiculed.
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para sobresalir y ser ridiculizado.
00:32
But what he's doing is so easy to follow.
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Pero lo que él hace es fácil de seguir.
00:34
So here's his first follower with a crucial role;
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Aquí está su primer seguidor con un papel crucial.
00:37
he's going to show everyone else how to follow.
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Va enseñar a los demás como seguir.
00:39
Now, notice that the leader embraces him as an equal.
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Notad cómo el líder lo adopta como a un igual.
00:41
So, now it's not about the leader anymore;
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Así que ahora ya no se trata del líder
00:43
it's about them, plural.
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sino de ellos, en plural.
00:45
Now, there he is calling to his friends.
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Aquí está él llamando a sus amigos.
00:47
Now, if you notice that the first follower
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Si os dais cuenta, el primer seguidor
00:49
is actually an underestimated form of leadership in itself.
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es una forma subestimada de liderazgo en sí mismo.
00:53
It takes guts to stand out like that.
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Hace falta valor para sobresalir así.
00:55
The first follower is what transforms
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El primer seguidor es quien transforma
00:58
a lone nut into a leader.
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a un chiflado solitario en un líder.
01:00
(Laughter)
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(Risas)
01:02
(Applause)
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(Aplausos)
01:05
And here comes a second follower.
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Y aquí viene un segundo seguidor.
01:07
Now it's not a lone nut, it's not two nuts --
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Ya no es 1 chiflado solo, ni 2,
01:09
three is a crowd, and a crowd is news.
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3 es multitud, y una multitud es noticia.
01:12
So a movement must be public.
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Un movimiento debe ser público.
01:14
It's important to show not just to show the leader, but the followers,
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Es importante, no sólo mostrar al líder, sino a los seguidores
01:17
because you find that new followers
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porque uno ve que los nuevos seguidores
01:19
emulate the followers, not the leader.
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emulan a los seguidores, no al líder.
01:22
Now, here come two more people, and immediately after,
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Aquí vienen 2 más, e inmediatamente después,
01:24
three more people.
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3 personas más.
01:26
Now we've got momentum. This is the tipping point.
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Ahora tenemos impulso. Éste es el punto de inflexión.
01:28
Now we've got a movement.
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Tenemos un movimiento.
01:32
So, notice that, as more people join in,
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Así, notad que cuanta más gente se una
01:34
it's less risky.
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es menos arriesgado.
01:36
So those that were sitting on the fence before, now have no reason not to.
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Los que estaban en la verja antes, ahora no tienen motivo para no hacerlo.
01:39
They won't stand out,
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No sobresaldrán.
01:41
they won't be ridiculed,
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No serán ridiculizados.
01:43
but they will be part of the in-crowd if they hurry.
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Serán parte de la multitud "de moda" si se dan prisa.
01:45
(Laughter)
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(Risas)
01:48
So, over the next minute,
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En el próximo minuto
01:50
you'll see all of those that prefer to stick with the crowd
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veréis todos los que prefieren seguir con la multitud
01:52
because eventually they would be ridiculed
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porque eventualmente serían ridiculizados
01:54
for not joining in.
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por no unirse,
01:56
And that's how you make a movement.
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y así es como se hace un movimiento.
01:58
But let's recap some lessons from this.
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Recapitulemos algunas lecciones de esto.
02:00
So first, if you are the type,
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Lo primero, si sois del mismo tipo,
02:03
like the shirtless dancing guy that is standing alone,
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que el tipo sin camiseta que bailaba solo,
02:06
remember the importance of nurturing
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recordad la importancia de aceptar
02:08
your first few followers as equals
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a los primeros seguidores como pares
02:10
so it's clearly about the movement, not you.
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así está claro que se trata del movimiento, no de ti.
02:13
Okay, but we might have missed the real lesson here.
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Bien, pero podríamos no haber aprendido la verdadera lección.
02:16
The biggest lesson, if you noticed --
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La lección más grande, si lo notasteis...
02:18
did you catch it? -- is that leadership
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¿lo habéis captado? ...es que el liderazgo
02:20
is over-glorified.
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está sobre-glorificado,
02:22
That, yes, it was the shirtless guy who was first,
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sí, fue el tipo sin camiseta el primero
02:24
and he'll get all the credit,
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y obtendrá todo el crédito,
02:26
but it was really the first follower
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pero fue realmente el primer seguidor
02:28
that transformed the lone nut into a leader.
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el que transformó al chiflado solitario en líder.
02:31
So, as we're told that we should all be leaders,
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Se nos dice que todos deberíamos ser líderes;
02:33
that would be really ineffective.
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eso sería realmente ineficaz.
02:35
If you really care about starting a movement,
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Si os preocupa empezar un movimiento,
02:37
have the courage to follow
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tened el coraje de seguir
02:39
and show others how to follow.
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y enseñar a otros como seguir.
02:41
And when you find a lone nut doing something great,
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Si veis a un chiflado solitario haciendo algo genial,
02:43
have the guts to be the first one
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tened las agallas de ser los primeros
02:45
to stand up and join in.
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en sobresalir y unirse.
02:47
And what a perfect place to do that, at TED.
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Y qué lugar tan perfecto para hacerlo, TED.
02:49
Thanks.
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Gracias.
02:51
(Applause)
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(Aplausos)
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