TEDxPittsburgh
Daniel Schnitzer: Inventing is the easy part. Marketing takes work
Daniel Schnitzer: Inventing is the easy part
Filmed:
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Daniel Schnitzer knew that small-scale solar products (like solar-powered LED lightbulbs) could transform the lives of rural Haitians, but found that despite their value, they wouldn't simply sell themselves. At TEDxPittsburgh, he explains how health and energy solutions for the developing world are useless unless the market works too.
(Filmed at TEDxPittsburgh.)
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Double-click the English transcript below to play the video.
00:11
So, without romanticizing this too much:
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Dakle, bez da zvuči previše romantično:
00:14
imagine that you light your home
with kerosene and candles every night,
with kerosene and candles every night,
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zamislite da svake večeri svoj dom
osvjetljavate kerozinom i svijećama
osvjetljavate kerozinom i svijećama
00:18
and that you do all of your cooking
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i da sve kuhate
00:19
with charcoal.
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na drveni ugljen.
Tako dvije milijarde
najsiromašnijih ljudi na svijetu
najsiromašnijih ljudi na svijetu
00:20
This is how the world's
two billion poorest people
two billion poorest people
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kuha i osvjetljava svoje domove svaki dan.
00:23
cook and light their homes every day.
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00:25
This isn't just inconvenient,
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To nije samo nezgodno,
00:27
this is inefficient,
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to je neučinkovito,
00:29
it's expensive,
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skupo je,
00:30
it's harmful to human health,
harmful to the environment,
harmful to the environment,
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štetno je za ljudsko zdravlje,
štetno je za okoliš
štetno je za okoliš
i nije produktivno.
00:33
and it's unproductive.
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To je energetsko siromaštvo.
00:34
And that's energy poverty.
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Dozvolite da vam dam par primjera.
00:36
So let me give you a couple of examples.
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00:38
I work in Haiti,
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Radim na Haitiju,
00:39
where about 80% of the population
lives in energy poverty.
lives in energy poverty.
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gdje 80% stanovništva
živi u energetskom siromaštvu.
živi u energetskom siromaštvu.
00:43
The average household
spends 10% of its income
spends 10% of its income
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Prosječno domaćinstvo
potroši 10% svog prihoda
potroši 10% svog prihoda
00:47
on kerosene for lighting –
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na rasvjetni kerozin,
00:49
that's an order of magnitude greater
than what the average US household spends
than what the average US household spends
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što je puno više nego što
prosječno domaćinstvo u SAD-u troši
prosječno domaćinstvo u SAD-u troši
00:54
on electricity to light their homes.
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na struju za osvjetljenje svog doma.
00:57
The 2008 hurricane season in Haiti caused
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Sezona uragana na Haitiju
2008. prouzročila je
2008. prouzročila je
00:59
about one billion dollars in damage.
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otprilike jednu milijardu dolara štete.
01:01
That was a sixth of their GDP.
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To je šestina njihovog BDP-a.
01:04
The damage was so severe
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Šteta je bila ogromna
01:05
because the primary energy fuel
in Haiti is charcoal,
in Haiti is charcoal,
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jer je primarni izvor energije
na Haitiju ugljen,
na Haitiju ugljen,
01:08
which is made from trees,
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koji se pravi od drveća,
01:10
and has left the country
almost completely deforested.
almost completely deforested.
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zbog čega je država ostala
gotovo u potpunosti bez šuma.
gotovo u potpunosti bez šuma.
01:13
Without trees, the country can't absorb
heavy rains and massive flooding,
heavy rains and massive flooding,
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Zemlja ne može upiti
teške kiše i velike poplave
teške kiše i velike poplave
kada nema drveća.
01:17
as a result.
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01:19
So in the industrialized world,
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U industrijaliziranom svijetu,
01:20
we built walls that protect us
from the externalities of our energy use;
from the externalities of our energy use;
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izgradili smo zidove koji nas štite
od stvarnosti naše uporabe energije.
od stvarnosti naše uporabe energije.
01:24
we can afford to clean up acute
environmental disasters;
environmental disasters;
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Možemo si priuštiti počistiti
akutne pojave prirodnih katastrofa
akutne pojave prirodnih katastrofa
01:28
and we can also afford
to adapt to chronic conditions
to adapt to chronic conditions
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i možemo si priuštiti
prilagoditi se kroničnim uvjetima
prilagoditi se kroničnim uvjetima
01:31
like climate change.
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kao što su klimatske promjene.
01:33
That's not the case for Haiti.
They can't afford this.
They can't afford this.
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No, to nije slučaj za Haiti.
Oni si to ne mogu priuštiti.
Oni si to ne mogu priuštiti.
01:36
The only way they're going to lift
themselves out of energy poverty
themselves out of energy poverty
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Jedini način da se izvuku
iz energetskog siromaštva je
iz energetskog siromaštva je
01:39
is by adapting fuels
that are more efficient,
that are more efficient,
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da prihvate goriva koja su učinkovitija,
01:42
that are less expensive,
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koja su jeftinija,
01:43
that are better for human health,
better for the environment
better for the environment
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koja su bolja za ljudsko
zdravlje, bolja za okoliš
zdravlje, bolja za okoliš
i koja su produktivnija.
01:46
and that are more productive.
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Ispada da takva goriva
i tehnologije postoje
i tehnologije postoje
01:48
So it turns out that those fuels
and technologies exist,
and technologies exist,
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01:50
and this is an example of that.
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i ovo je primjer toga.
01:52
This is a solar LED lightbulb
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Ovo je solarna LED žarulja
01:55
that we sell for a retail price
of about 10 dollars in rural Haiti.
of about 10 dollars in rural Haiti.
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koju prodajemo na ruralnom Haitiju
po maloprodajnoj cijeni od 10 dolara.
po maloprodajnoj cijeni od 10 dolara.
02:00
That's a payback period
of less than three months
of less than three months
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To je razdoblje povrata
u manje od tri mjeseca
u manje od tri mjeseca
02:03
for the average Haitian household.
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za prosječno kućanstvo na Haitiju.
02:07
The prescriptions to solve energy poverty
seems pretty straightforward:
seems pretty straightforward:
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Mjere za rješavanje energetskog siromaštva
čine se dosta jednostavnima:
čine se dosta jednostavnima:
02:11
you develop these technologies
that have a great return on investment,
that have a great return on investment,
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razvijete te tehnologije
koje imaju odličan povrat na ulaganje,
koje imaju odličan povrat na ulaganje,
a ljudi će ih odmah pokupovati.
02:14
and people should be snatching them up.
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02:16
But that's not the case.
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No, to nije tako.
02:18
The first time I ever went down to Haiti
was in August of 2008,
was in August of 2008,
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Prvi put kad sam išao dolje na Haiti
bilo je u kolovozu 2008.,
bilo je u kolovozu 2008.,
02:21
sort of on a whim,
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prohtjelo mi se,
02:22
and I was fielding surveys
in the rural south of the country
in the rural south of the country
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i radio sam terensko istraživanje
na ruralnom jugu zemlje
na ruralnom jugu zemlje
02:25
to assess the extent of energy poverty.
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kako bih procijenio doseg
energetskog siromaštva.
energetskog siromaštva.
02:27
And at night, I would go around sometimes
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Noću bih ponekad išao okolo
02:30
and I would speak with the street vendors
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i pričao s uličnim prodavačima
02:32
and see if they were interested
in buying these solar LED lamps.
in buying these solar LED lamps.
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i vidio jesu li oni zainteresirani
za kupnju ovih solarnih LED žarulja.
za kupnju ovih solarnih LED žarulja.
02:35
One woman who I encountered
turned down my offer,
turned down my offer,
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Jedna žena koju samo sreo
odbila je moju ponudu
odbila je moju ponudu
02:38
and she said, “Mon chéri,
c'est trop Cher,”
c'est trop Cher,”
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i rekla: "Mon chéri, c'est trop cher",
02:41
which basically means,
“My dear, it's too expensive.”
“My dear, it's too expensive.”
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što u prijevodu znači:
"Dragi, preskupo je".
"Dragi, preskupo je".
02:43
But I tried to explain to her,
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No, pokušao sam joj objasniti:
02:45
“Look, this is going to save you
a lot of money,
a lot of money,
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"Gle, ovo će ti uštedjeti dosta novaca,
a dat će ti čak bolje svjetlo
02:47
and it's going to give
you even better light
you even better light
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nego ovo što sada koristiš na kerozin."
02:49
than what you're using
now with the kerosene.”
now with the kerosene.”
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02:52
So I didn't make the sale,
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Dakle, nisam uspio prodati,
02:53
but I did learn a really important lesson,
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ali sam naučio vrlo važnu lekciju,
02:55
which is that technology, products,
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a to je da tehnologija i proizvodi
02:57
were not going to end energy poverty.
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neće stati na kraj energetskom siromaštvu.
03:00
Instead, access was going to.
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Ali dostupnost hoće.
03:02
Specifically, there are
two types of access
two types of access
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Točnije, postoje dvije vrste dostupnosti
03:05
that are going to end energy poverty:
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koje će zaustaviti energetsko siromaštvo:
03:07
there's physical access,
and there's financial access.
and there's financial access.
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fizička i financijska dostupnost.
03:10
So, physical access --
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Dakle, fizička dostupnost...
03:12
what does that mean?
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Što to znači?
03:14
It's very expensive for low-income
households in developing countries
households in developing countries
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Vrlo je skupo za domaćinstva
niskih prihoda u zemljama u razvoju
niskih prihoda u zemljama u razvoju
03:18
to reach major centers of commerce.
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doći do velikih trgovačkih centara.
03:20
And it's basically impossible for them
to order something off Amazon.com.
to order something off Amazon.com.
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I gotovo je nemoguće za njih
naručiti nešto s Amazona.
naručiti nešto s Amazona.
03:24
“The last mile” is a phrase
that's normally associated
that's normally associated
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"Posljednji kilometar" je fraza
koju se inače povezuje
koju se inače povezuje
03:27
with the telecommunications industry.
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s telekomunikacijskom industrijom.
03:29
It means that last bit
of wire that's necessary
of wire that's necessary
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Označava onaj zadnji komad žice potrebne
da bi se spojio korisnik
s pružateljem usluge.
s pružateljem usluge.
03:31
to connect the customer to the provider.
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03:33
What we need for ending energy poverty
are last-mile retailers
are last-mile retailers
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Trgovci "posljednjeg kilometra" su ono što
trebamo za kraj energetskog siromaštva,
trebamo za kraj energetskog siromaštva,
03:39
that bring these clean energy
products to the people.
products to the people.
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jer oni donose ljudima
ove proizvode čiste energije.
ove proizvode čiste energije.
03:42
The kerosene and charcoal value chains
already figured this out:
already figured this out:
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Vrijednosni lanci za kerozin
i ugljen već su ovo shvatili:
i ugljen već su ovo shvatili:
03:45
those fuels are ubiquitous
across the entire country.
across the entire country.
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ta goriva su sveprisutna
po cijeloj zemlji.
po cijeloj zemlji.
03:48
You can go to the most remote
village in Haiti
village in Haiti
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Možete ići u najzabačenije selo na Haitiju
03:51
and you will find somebody
selling kerosene and charcoal.
selling kerosene and charcoal.
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i pronaći ćete nekoga
da prodaje kerozin i ugljen.
da prodaje kerozin i ugljen.
03:54
So the other type of access: financial.
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I druga vrsta dostupnosti: financijska.
03:57
We all know that clean energy
products, technologies,
products, technologies,
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Svi znamo da proizvodi
i tehnologije čiste energije
i tehnologije čiste energije
04:01
tend to be characterized
by higher upfront costs,
by higher upfront costs,
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često budu obilježeni
višim početnim troškovima,
višim početnim troškovima,
ali vrlo niskim operativnim troškovima.
04:03
but very low operating costs.
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04:05
And so in the industrialized world,
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I tako u industrijaliziranom svijetu
imamo velikodušne subvencije
koje su posebno osmišljene
koje su posebno osmišljene
04:07
we have very generous subsidies
that are specifically designed
that are specifically designed
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da smanje te početne troškove.
04:10
to bring down those upfront costs.
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04:12
Those subsidies don't exist in Haiti.
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Te subvencije na Haitiju ne postoje.
04:14
What they do have is microfinance.
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Ono što postoji je mikrofinanciranje.
04:17
But you're going to severely diminish
the value proposition
the value proposition
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No, ozbiljno ćete smanjiti
propoziciju vrijednosti
propoziciju vrijednosti
vašeg proizvoda čiste energije,
04:20
of your clean energy product
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04:21
if you expect somebody in Haiti
to go out, get a microloan,
to go out, get a microloan,
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ako očekujete od nekog na Haitiju
da ode i podigne mikrozajam,
da ode i podigne mikrozajam,
04:25
go back to the retailer,
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vrati se trgovcu
04:26
and then buy the clean energy product.
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i onda kupi proizvod čiste energije.
04:29
So the prescription to end energy poverty
is much more complicated
is much more complicated
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Tako je rješenje za zaustavljanje
energetskog siromaštva složenije
energetskog siromaštva složenije
04:33
than simply products.
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od samih proizvoda.
04:35
We need to integrate financial access
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Moramo spojiti financijsku dostupnost
04:38
directly into new, innovative
distribution models.
distribution models.
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izravno s novim, inovativnim
modelima distribucije.
modelima distribucije.
04:42
What does that mean?
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Što to znači?
04:43
That means bundling consumer credit
with the retailer.
with the retailer.
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To znači povezivanje
potrošačkog kredita s trgovcem.
potrošačkog kredita s trgovcem.
04:46
This is really easy
for Bloomingdale’s to do,
for Bloomingdale’s to do,
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Vrlo jednostavno za Bloomingdale's,
04:49
but it's not so easy for a rural
sales agent in Haiti to do.
sales agent in Haiti to do.
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ali ne i za ruralnog
trgovačkog agenta na Haitiju.
trgovačkog agenta na Haitiju.
04:53
We need to redirect cash flows
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Moramo preusmjeriti tijek novca
04:56
that are going now
from the diaspora in the United States
from the diaspora in the United States
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koji ide sada iz dijaspore u SAD-u
04:59
through Western Union
wire transfers in cash
wire transfers in cash
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kroz gotovinske transfere Western Union-a,
05:02
directly into clean energy products
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izravno u proizvode čiste energije,
05:04
that can be delivered to or picked up by
their friends or family in Haiti.
their friends or family in Haiti.
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koje njihovi prijatelji ili obitelj
mogu dostaviti ili pokupiti na Haitiju.
mogu dostaviti ili pokupiti na Haitiju.
05:08
So the next time you hear
about a technology or product
about a technology or product
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Dakle, sljedeći put kad čujete
o tehnologiji ili proizvodu
o tehnologiji ili proizvodu
05:11
that's going to change the world,
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koji će promijeniti svijet,
05:13
be a little bit skeptical.
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budite malo skeptični.
05:14
The inventor Dean Kamen,
the guy who invented the Segway,
the guy who invented the Segway,
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Izumitelj Dean Kamen,
čovjek koji je izumio Segway,
čovjek koji je izumio Segway,
05:18
a genius by any standards,
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genij po svim mjerilima,
05:19
once said that his job is easy,
inventing things is easy,
inventing things is easy,
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jednom je rekao da je njegov posao lak,
stvaranje izuma je lako,
stvaranje izuma je lako,
05:25
the hard part is the technology
dissemination --
dissemination --
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težak dio je prenošenje tehnologije;
05:28
it's getting those
technologies and products
technologies and products
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prenošenje tih tehnologija i proizvoda
05:30
to the people who need it most.
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ljudima kojima to zaista treba.
05:32
Thank you.
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Hvala vam.
05:33
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark InternationalDaniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.
Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speakerDaniel Schnitzer | Speaker | TED.com