TEDWomen 2010
Halla Tómasdóttir: A feminine response to Iceland's financial crash
Halla Tomasdottir: naiselik vastus Islandi finantskrahhile
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Halla Tomasdottir suutis oma ettevõtte Audur Capital Islandil möllanud majandustormist läbi tuua, rakendades äris viit tavapäraselt "naiselikku" väärtust. Oma TEDWomeni kõnes räägib ta nendest väärtustest ja tasakaalu tähtsusest.
Halla Tómasdóttir - Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Double-click the English transcript below to play the video.
00:15
It sure used to be a lot easier to be from Iceland,
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Vanasti oli palju lihtsam islandlane olla,
00:18
because until a couple of years ago,
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sest vaid paar aastat tagasi
00:20
people knew hardly anything about us,
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ei teadnud inimesed meist suurt midagi
00:22
and I could basically come out here
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ja ma oleksin võinud siia tulla
00:24
and say only good things about us.
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ning meist vaid head rääkida.
00:26
But in the last couple of years
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Kuid viimase paari aastaga
00:28
we've become infamous for a couple of things.
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oleme paari asja tõttu kurikuulsaks saanud.
00:31
First, of course, the economic meltdown.
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Esiteks muidugi majanduskriisi tõttu.
00:34
It actually got so bad
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Asi läks koguni nii hulluks,
00:36
that somebody put our country up for sale on eBay.
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et keegi pani meie riigi eBays müüki.
00:39
(Laughter)
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(Naer)
00:41
Ninety-nine pence was the starting price
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Hind algas 99 pennist
00:43
and no reserve.
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ilma miinimumita.
00:46
Then there was the volcano
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Seejärel oli vulkaanipurse,
00:48
that interrupted the travel plans
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mis rikkus paljude reisiplaanid,
00:50
of almost all of you and many of your friends,
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nii teie endi kui ka teie sõprade omad,
00:53
including President Obama.
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teiste seas ka president Obama.
00:55
By the way, the pronunciation
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Seda nime, muide, hääldatakse
00:57
is "Eyjafjallajokull."
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Eyjafjallajokull.
00:59
None of your media got it right.
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Üheski teie meedikanalis ei öeldud seda õigesti välja.
01:01
(Laughter)
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(Naer)
01:03
But I'm not here to share these stories
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Kuid ma ei ole siin, et jagada lugusid
01:05
about these two things exactly.
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neist kahest juhtumist.
01:07
I'm here to tell you the story of Audur Capital,
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Ma tahan teile rääkida loo Audur Capitalist,
01:09
which is a financial firm founded by me
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finantsettevõttest, mille asutasime mina
01:11
and Kristin -- who you see in the picture --
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ja Kristin - keda te pildil näete -
01:13
in the spring of 2007,
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2007. aasta kevadel,
01:16
just over a year before the economic collapse hit.
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veidi rohkem kui aasta enne majanduskriisi algust.
01:19
Why would two women
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Miks peaksid kaks naist,
01:21
who were enjoying successful careers in investment banking
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kes nautisid edukat karjääri investeerimispanganduses,
01:23
in the corporate sector
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korporatiivsektoris, sealt lahkuma,
01:25
leave to found a financial services firm?
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et luua finantsteenuseid pakkuv ettevõte?
01:28
Well let it suffice to say
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Piisab, kui öelda,
01:31
that we felt a bit overwhelmed
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et meil sai villand
01:34
with testosterone.
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testosterooni keskel hulpimisest.
01:36
And I'm not here to say
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Ma ei taha öelda,
01:38
that men are to blame for the crisis
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nagu mehed oleksid süüdi kriisis
01:40
and what happened in my country.
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ja selles, mis meie riigiga juhtus.
01:42
But I can surely tell you that in my country,
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Kuid võin kindlalt öelda, et minu kodumaal,
01:44
much like on Wall Street and the city of London and elsewhere,
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samuti nagu Wall Streetil, Londoni finantskeskuses ja mujal,
01:47
men were at the helm
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olid mehed finantssektori mängudes
01:49
of the game of the financial sector,
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tüüri juures.
01:51
and that kind of lack of diversity
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Ning selline mitmekesisuse puudumine
01:54
and sameness
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ja samasus
01:56
leads to disastrous problems.
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viib katastroofiliste probleemideni.
01:58
(Applause)
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(Aplaus)
02:01
So we decided, a bit fed-up with this world
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Sellest maailmast veidi tüdinult
02:04
and also with the strong feeling in our stomach
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ja tugeva kõhutundega, et
02:07
that this wasn't sustainable,
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selline olukord pole jätkusuutlik,
02:09
to found a financial services firm
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otsustasime asutada finantsettevõtte,
02:11
based on our values,
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mis toetub meie väärtustele.
02:14
and we decided to incorporate feminine values
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Otsustasime tuua finantsmaailma
02:17
into the world of finance.
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naiselikke väärtusi.
02:19
Raised quite a few eyebrows in Iceland.
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Islandil pani see paljud kulmu kergitama.
02:21
We weren't known
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Kuni selle ajani
02:23
as the typical "women" women
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ei tuntud meid Islandil
02:25
in Iceland up until then.
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kui tüüpilisi naisi.
02:27
So it was almost like coming out of the closet
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Teatud mõttes oli see kui kapist välja tulek -
02:30
to actually talk about the fact that we were women
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rääkida sellest, et me olemegi naised
02:32
and that we believed that we had a set of values
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ja et meil on oma väärtushinnangud
02:34
and a way of doing business
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ja oma viis äri teha,
02:37
that would be more sustainable
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mis on jätkusuutlikum kui see,
02:39
than what we had experienced until then.
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mida olime senimaani kogenud.
02:43
And we got a great group of people to join us --
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Me veensime endaga liituma hulga vahvaid inimesi -
02:45
principled people with great skills,
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inimesi, kellel on põhimõtted ja suurepärased oskused,
02:48
and investors with a vision
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ja investoreid, kellel on nägemus
02:50
and values to match ours.
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ja väärtused, mis sobivad meie omadega.
02:52
And together we got through the eye of the financial storm in Iceland
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Koos pidasime Islandil möllanud finantstormile vastu,
02:55
without taking any direct losses to our equity
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kaotamata otseselt midagi meie omakapitalist
02:58
or to the funds of our clients.
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või meie klientide rahadest.
03:00
And although I want to thank
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Ja kuigi ma tahan selle eest
03:02
the talented people of our company
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tänada peamiselt meie ettevõtte
03:04
foremost for that --
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andekaid inimesi -
03:06
and also there's a factor of luck and timing --
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unustamata ka head õnne ja ajastamist -
03:09
we are absolutely convinced
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oleme me täiesti veendunud,
03:11
that we did this because of our values.
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et saime sellega hakkama tänu oma väärtushinnangutele.
03:14
So let me share with you our values.
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Lubage, et jagan neid väärtushinnanguid teiega.
03:17
We believe in risk awareness.
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Me usume riskiteadlikkusse.
03:19
What does that mean?
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Mida see tähendab?
03:21
We believe that you should always understand the risks that you're taking,
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Me usume, et sa pead alati mõistma riske, mida sa võtad,
03:24
and we will not invest
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ja me ei investeeri
03:26
in things we don't understand.
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asjadesse, millest me aru ei saa.
03:28
Not a complicated thing.
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See pole ju keeruline.
03:30
But in 2007,
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Kuid aastal 2007,
03:32
at the height of the sub-prime
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mis oli eluasemelaenude tippaeg
03:35
and all the complicated financial structures,
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koos kõigi keeruliste finantsstruktuuridega,
03:37
it was quite opposite
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oli see täielik vastand
03:39
to the reckless risk-taking behaviors
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hooletule riskikäitumisele,
03:42
that we saw on the market.
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mida me turul nägime.
03:44
We also believe in straight-talking,
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Samuti usume me otsekohesusse -
03:46
telling it as it is,
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rääkida asjadest nii, nagu nad on,
03:48
using simple language that people understand,
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kasutada lihtsat keelt, millest inimesed aru saavad,
03:51
telling people about the downsides
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ja rääkida inimestele nii halbadest külgedest
03:53
as well as the potential upsides,
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kui ka võimalikest plussidest,
03:56
and even telling the bad news that no one wants to utter,
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rääkida neile koguni halbadest uudistest, mida keegi ei taha välja öelda,
03:59
like our lack of belief in the sustainability
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nagu see, et meil puudub usk
04:01
of the Icelandic financial sector
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Islandi finantssektori jätkusuutlikkusse,
04:03
that already we had
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sest me tundsime nii juba
04:05
months before the collapse hit us.
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mitu kuud enne majanduse kokkuvarisemist.
04:07
And, although we do work in the financial sector,
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Ja kuigi me töötame finantssektoris,
04:10
where Excel is king,
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kus Excel on kuningas,
04:12
we believe in emotional capital.
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usume me emotsionaalsesse kapitali.
04:15
And we believe
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Ja me usume,
04:17
that doing emotional due diligence
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et emotsioonide audit
04:19
is just as important
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on niisama oluline
04:21
as doing financial due diligence.
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kui majanduslik audit.
04:25
It is actually people
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Need on ju inimesed,
04:27
that make money and lose money,
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kes teevad raha ja kaotavad raha,
04:29
not Excel spreadsheets.
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mitte Exceli tabelid.
04:33
(Applause)
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(Aplaus)
04:35
Last, but not least,
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Viimane, kuid mitte vähem oluline asi on see -
04:37
we believe in profit with principles.
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me usume kasumisse koos põhimõtetega;
04:39
We care how we make our profit.
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meile läheb korda see, kuidas me kasumit teenime.
04:41
So while we want to make economic profit for ourselves and our customers,
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Kuigi me tahame toota endale ja oma klientidele majanduslikku kasumit,
04:44
we are willing to do it with a long-term view,
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oleme nõus tegema seda pikemas perspektiivis.
04:47
and we like to have a wider definition of profits
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Ja meile on tähtis defineerida kasumit laiemalt
04:50
than just the economic profit in the next quarter.
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kui pelgalt majanduslik kasum järgmises kvartalis.
04:53
So we like to see profits,
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Meile meeldib näha tulu
04:55
plus positive social
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pluss positiivset ühiskondlikku
04:57
and environmental benefits, when we invest.
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ja keskkondlikku kasu, kui me investeerime.
05:00
But it wasn't just about the values,
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Kuid asi polnud ainult väärtushinnangutes,
05:02
although we are convinced that they matter.
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kuigi me oleme veendunud, et need on olulised.
05:04
It was also about a business opportunity.
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Asi oli ka ärilistes võimalustes.
05:06
It's the female trend, and it's the sustainability trend,
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Naiselik joon ja jätkusuutlikkuse joon
05:09
that are going to create
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on need, mis loovad
05:11
some of the most interesting investment opportunities
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kõige põnevamaid investeerimisvõimalusi
05:13
in the years to come.
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tulevatel aastatel.
05:15
The whole thing about the female trend
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Mis puudutab naiselikku joont,
05:17
is not about women being better than men;
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siis asi pole selles, nagu naised oleksid meestest paremad,
05:19
it is actually about
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vaid hoopis selles,
05:21
women being different from men,
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et naised on meestest erinevad,
05:23
bringing different values and different ways to the table.
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nad toovad mängu teised väärtused ja abinõud.
05:26
So what do you get? You get better decision-making,
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Mida me sellest saame? Parema viisi otsuseid teha.
05:29
and you get less herd behavior,
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Ja vähem karjakäitumist.
05:31
and both of those things hit your bottom line
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Need mõlemad tegurid annavad lõpuks
05:34
with very positive results.
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väga positiivseid tulemusi.
05:37
But one has to wonder,
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Paratamatult hakkad selle üle mõtlema,
05:39
now that we've had this financial sector collapse upon us in Iceland --
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vaadates finantssektori kriisi, mis meid Islandil tabanud on -
05:42
and by the way, Europe looks pretty bad right now,
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ja muide, ka Euroopa on üpris halvas seisus.
05:45
and many would say that you in America
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Paljud ütleksid, et ka teil siin, Ameerikas,
05:47
are heading for some more trouble as well.
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seisavad ees uued raskused.
05:50
Now that we've had all that happen,
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Nüüd, kui kõik see on aset leidnud,
05:52
and we have all this data out there
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ja meie ees on nii palju infot,
05:54
telling us that it's much better to have diversity
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mis ütleb meile, et mitmekesisus
05:56
around the decision-making tables,
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on otsuste langetamisel parem,
05:58
will we see business and finance change?
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kas me näeme, et äri ja finantssektor seeläbi muutuvad?
06:01
Will government change?
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Kas muutub valitsus?
06:03
Well I'll give you my straight talk about this.
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Ma ütlen teile otsekoheselt, mida mina sellest arvan.
06:06
I have days that I believe,
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Mul on päevi, mil ma usun,
06:08
but I have days that I'm full of doubt.
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kuid ka päevi, mil ma olen täis kahtlusi.
06:11
Have you seen the incredible urge out there
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Kas olete märganud ümberringi tohutut iha
06:14
to rebuild the very things that failed us?
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ehitada üles needsamad asjad, mis meid alt vedasid?
06:17
(Applause)
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(Aplaus)
06:19
Einstein said
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Einstein ütles,
06:21
that this was the definition of insanity --
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et see on hullumeelsuse definitsioon -
06:24
to do the same things
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teha ühtesid ja samu asju
06:26
over and over again,
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aina uuesti ja uuesti,
06:28
hoping for a different outcome.
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lootes erinevat tulemust.
06:31
So I guess the world is insane,
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Nii et võib-olla on maailm hullumeelne,
06:33
because I see entirely too much
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sest ma näen liiga palju seda,
06:35
of doing the same things over and over again,
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et tehakse samu asju uuesti ja uuesti
06:38
hoping that this time it's not going to collapse upon us.
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lootuses, et seekord ei varise kõik me pea kohal kokku.
06:41
I want to see more revolutionary thinking,
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Ma tahan näha rohkem revolutsioonilist mõtlemist.
06:44
and I remain hopeful.
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Ja ma olen endiselt lootusrikas.
06:46
Like TED, I believe in people.
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Nagu TED, usun ka mina inimestesse.
06:48
And I know that consumers
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Ja ma tean, et tarbijad
06:50
are becoming more conscious,
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on muutumas teadlikumaks,
06:52
and they are going to start voting with their wallets,
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nad hakkavad hääletama oma rahakoti kaudu
06:55
and they are going to change the face
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ja nad muudavad
06:57
of business and finance from the outside,
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äri ja finantssektori nägu väljastpoolt,
06:59
if they don't do it from the inside.
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kui nad ei tee seda seestpoolt.
07:02
But I'm more of the revolutionary,
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Kuid mina olen rohkem revolutsionäär
07:05
and I should be; I'm from Iceland.
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ja peaksingi olema, olen ju Islandilt.
07:07
We have a long history
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Meie ajaloos on palju
07:09
of strong, courageous, independent women,
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tugevaid, julgeid ja iseseisvaid naisi
07:12
ever since the Viking age.
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juba viikingite ajast peale.
07:14
And I want to tell you when
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Ma räägin teile, millal
07:16
I first realized that women matter to the economy
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ma sain esimest korda aru, et naistel on suur mõju
07:18
and to the society,
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majanduses ja ühiskonnas.
07:20
I was seven -- it happened to be my mother's birthday --
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Ma olin seitsmeaastane - juhuslikult oli mu ema sünnipäev -
07:22
October 24, 1975.
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24. oktoober 1975.
07:25
Women in Iceland took the day off.
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Islandi naised võtsid vaba päeva.
07:28
From work or from home, they took the day off,
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Kas töölt või kodust, nad võtsid vaba päeva
07:31
and nothing worked in Iceland.
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ja mitte miski Islandil ei töötanud.
07:33
(Laughter)
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(Naer)
07:36
They marched into the center of Reykjavik,
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Nad marssisid Reykjaviki kesklinna
07:38
and they put women's issues onto the agenda.
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ja tõstsid naiste küsimused päevakorda.
07:41
And some say this was the start of a global movement.
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Mõned on öelnud, et sealt algas ülemaailmne liikumine.
07:44
For me it was the start of a long journey,
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Minu jaoks algas sealt pikk teekond,
07:47
but I decided that day to matter.
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ma otsustasin, et see päev oli oluline.
07:50
Five years later,
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Viis aastat hiljem
07:52
Iceland elected Vigdis Finnbogadottir as their president --
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valiti Islandi presidendiks Vigdis Finnbogadottir -
07:55
first female to become head of state,
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esimene riigipeaks valitud naine,
07:58
single mom,
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üksikema
08:00
a breast cancer survivor
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ja rinnavähist edukalt jagu saanud naine,
08:02
who had had one of her breasts removed.
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kes oli pidanud laskma ühe rinna eemaldada.
08:04
And at one of the campaign sessions,
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Ühel kampaaniakoosolekul
08:06
she had one of her male contenders
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vihjas üks tema meesrivaalidest,
08:09
allude to the fact that she couldn't become president --
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et ta ei või saada presidendiks,
08:11
she was a woman, and even half a woman.
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kuna ta on naine ja koguni poolik naine.
08:15
That night she won the election,
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Sel õhtul võitis ta valimised,
08:17
because she came back --
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sest ta tuli -
08:19
not just because of his crappy behavior --
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mitte ainult oma vastase jämeda käitumise tõttu -
08:22
but she came back and said,
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aga ta tuli ja ütles:
08:25
"Well, I'm actually not going to breastfeed the Icelandic nation;
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"Ma ei kavatse Islandi rahvast rinnaga toitma hakata,
08:28
I'm going to lead it."
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ma kavatsen seda juhtida."
08:30
(Applause)
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(Aplaus)
08:34
So I've had incredibly many
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Mul on olnud uskumatult palju
08:37
women role models
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naistest eeskujusid,
08:39
that have influenced who I am and where I am today.
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kes on mõjutanud seda, kes ja kus ma täna olen.
08:41
But in spite of that,
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Kuid sellest hoolimata
08:43
I went through the first 10 or 15 years of my career
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veetsin ma esimesed 10 või 15 aastat oma karjäärist
08:45
mostly in denial of being a woman.
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peamiselt eitades fakti, et ma olen naine.
08:48
Started in corporate America,
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Alustasin Ameerika suurfirmades
08:50
and I was absolutely convinced
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ja olin täiesti veendunud,
08:52
that it was just about the individual,
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et loeb ainult inimene ise,
08:54
that women and men would have just the same opportunities.
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et naistel ja meestel on täpselt samad võimalused.
08:57
But I've come to conclude lately
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Kuid viimasel ajal olen jõudnud järeldusele,
08:59
that it isn't like that.
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et see siiski pole nii.
09:01
We are not the same,
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Me pole ühesugused.
09:03
and it's great. Because of our differences,
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Ja see on suurepärane - oma erinevuste tõttu
09:05
we create and sustain life.
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me loome ja hoiame elu.
09:07
So we should embrace our difference and aim for challenge.
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Peaksime väärtustama oma erinevusi ja keskenduma väljakutsetele.
09:10
The final thought I want to leave with you
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Tahan lõpetuseks öelda veel ühe mõtte:
09:12
is that I'm fed up with this tyranny
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mul on kõrini
09:14
of either/or choices in life --
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"kas see või teine" valikute türanniast elus -
09:16
either it's men or it's women.
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kas mehed või naised.
09:19
We need to start embracing the beauty of balance.
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Meil on aega hakata hindama tasakaalu ilu.
09:22
So let's move away
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Loobume sellest,
09:24
from thinking about business here and philanthropy there,
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et mõelda ärist ja heategevusest eraldi,
09:27
and let's start thinking about
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ning hakkame mõtlema
09:29
doing good business.
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hea äri tegemisest.
09:31
That's how we change the world. That's the only sustainable future.
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Niimoodi muudame me maailma. See on ainus jätkusuutlik tulevik.
09:34
Thank you.
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Tänan teid.
09:36
(Applause)
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(Aplaus)
ABOUT THE SPEAKER
Halla Tómasdóttir - Change catalystIcelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president.
Why you should listen
Tómasdóttir's philosophy is simple: (1) the challenges we're facing today won't be solved by testosterone alone; (2) the world would be a better, safer, more sustainable place if we could infuse finance, business and politics with more gender balance; and (3) it's easier to change things from the inside.
True to this philosophy, Tómasdóttir co-founded Audur Capital in 2008, the world's first investment firm based on "feminine values." Audur was one of few financial companies in Iceland to survive the crash. Tómasdóttir has since been an active change catalyst, advocating for principle-based leadership and more women around decision-making tables.
In 2016, responding to popular demand (and a viral Facebook campaign), Tómasdóttir ran for president of Iceland. A woman in a man's race. Polls initially put Tómasdóttir as an outsider, predicting 1 percent of the vote. A few weeks later, against all odds, Tómasdóttir came in second supported by 28 percent of Icelanders.
Halla Tómasdóttir | Speaker | TED.com