TED2012
Renny Gleeson: 404, the story of a page not found
Renny Gleeson: 404, priča o stranici koja nije pronađena
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Ups! Nitko ne želi vidjeti 404: Stranica nije pronađena. No, kako nam pokazuje Renny Gleeson uz prezentaciju kreativnih i šaljivih stranica 404, svaka je greška zapravo prilika da se izgradi bolji odnos.
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:15
So what I want to try to do is tell a quick story
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Htio bih vam ispričati kratku priču
00:18
about a 404 page and a lesson that was learned as a result of it.
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o stranici 404 i o lekciji
koju sam naučio zahvaljujući njoj.
koju sam naučio zahvaljujući njoj.
00:22
But to start it probably helps to have an understanding
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No, prvo bi bilo dobro razumjeti
00:25
of what a 404 page actually is.
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što je zapravo stranica 404.
00:28
The 404 page is that.
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Stranica 404 je ovo.
00:31
It's that broken experience on the Web.
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To je ono pokvareno iskustvo na Webu.
00:34
It's effectively the default page
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To je ona stranica koja se otvara
00:36
when you ask a website for something and it can't find it.
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kad nešto zatražite od web stranice,
a ona to ne može pronaći.
a ona to ne može pronaći.
00:39
And it serves you the 404 page.
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I onda vam prikaže stranicu 404.
00:42
It's inherently a feeling of being broken when you go through it.
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Kad vam se to dogodi,
tipičan je osjećaj da ne funkcionirate.
tipičan je osjećaj da ne funkcionirate.
00:47
And I just want you to think a little bit about, remember for yourself,
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Razmislite malo o tome, prisjetite se
00:49
it's annoying when you hit this thing.
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kako je iritantno kada dođete do ove stranice.
00:52
Because it's the feeling of a broken relationship.
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To je osjećaj propale veze.
00:55
And that's where it's actually also interesting to think about,
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I tu je zanimljivo zapitati se
00:57
where does 404 come from?
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odakle 404 dolazi?
00:59
It's from a family of errors actually --
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To je zapravo iz obitelji grešaka --
01:01
a whole set of relationship errors,
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cijeli skup grešaka u vezi,
01:03
which, when I started digging into them,
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koje, kad počnemo kopati kroz njih,
01:06
it looks almost like a checklist for a sex therapist or a couples couselor.
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izgledaju gotovo kao kontrolna lista
seksualnog terapeuta ili savjetnika za parove.
seksualnog terapeuta ili savjetnika za parove.
01:10
You sort of get down there to the bottom and things get really dicey.
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Dođete do dna i stvari postanu prilično sumnjive.
01:14
(Laughter)
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(Smijeh)
01:16
Yes.
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Da.
01:18
But these things are everywhere.
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Ali ove stvari su svugdje.
01:21
They're on sites big, they're on sites small.
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Nalaze se na velikim i malim stranicama.
01:23
This is a global experience.
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To je globalno iskustvo.
01:26
What a 404 page tells you
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Stranica 404 kaže vam
01:29
is that you fell through the cracks.
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da ste propali kroz pukotine.
01:33
And that's not a good experience
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A to nije dobro iskustvo
01:35
when you're used to experiences like this.
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kad ste navikli na ovakva iskuva.
01:37
You can get on your Kinect
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Možete pokrenuti svoj Kinect
01:39
and you can have unicorns dancing
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i imati jednoroge koji plešu
01:41
and rainbows spraying out of your mobile phone.
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i duge koje izlijeću iz vašeg mobitela.
01:43
A 404 page is not what you're looking for.
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Stranica 404 nije ono što tražite.
01:45
You get that, and it's like a slap in the face.
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Kad to dobijete, to je kao da vas je netko ošamario.
01:49
Trying to think about how a 404 felt,
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Pokušajte zamisliti osjećaj 404,
01:51
and it would be like if you went to Starbucks
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to bi bilo kao da odete u Starbucks
01:53
and there's the guy behind the counter
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i ondje je tip iza pulta
01:55
and you're over there and there's no skim milk.
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i vi ste ondje, a nema obranog mlijeka.
01:57
And you say, "Hey, could you bring the skim milk?"
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I vi kažete, "Hej, možete li mi
donijeti obrano mlijeko?"
donijeti obrano mlijeko?"
01:59
And they walk out from behind the counter and they've got no pants on.
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A on iziđe iza pulta i nema hlače.
02:01
And you're like, "Oh, I didn't want to see that."
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A vi ste kao, "Opa, to nisam htio vidjeti."
02:04
That's the 404 feeling.
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To je osjećaj 404.
02:06
(Laughter)
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(Smijeh)
02:07
I mean, I've heard about that.
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Mislim, čuo sam za to.
02:10
So where this comes into play and why this is important
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Dakle, gdje ovo dolazi do izražaja i zašto je važno...
02:14
is I head up a technology incubator,
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Zaputim se ja u tehnološki inkubator
02:15
and we had eight startups sitting around there.
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gdje smo imali osam startup-ova.
02:17
And those startups are focused on what they are, not what they're not,
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Ti startup-ovi fokusirani su na ono što oni jesu,
a ne na ono što nisu,
a ne na ono što nisu,
02:20
until one day Athletepath,
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sve dok jednog dana Athletepath,
02:22
which is a website that focuses on services for extreme athletes,
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stranica koja nudi usluge za ekstremne sportaše,
02:26
found this video.
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nije našao ovaj video.
02:27
(Video) Guy: Joey!
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(Video) Tip: Joey!
02:31
Crowd: Whoa!
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Rulja: Whoa!
02:35
Renny Gleeson: You just ... no, he's not okay.
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Renny Gleeson: Vi jednostavno ... ne, on nije dobro.
02:39
They took that video and they embedded it in their 404 page
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Uzeli su tu snimku i uklopili je u svoju stranicu 404
02:43
and it was like a light bulb went off for everybody in the place.
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i to je bilo kao da se svima upalila žarulja.
02:46
Because finally there was a page
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Jer napokon je postojala stranica
02:48
that actually felt like what it felt like to hit a 404.
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koja je prikazivala kako se osjećate
kad naletite na 404.
kad naletite na 404.
02:52
(Laughter)
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(Smijeh)
02:53
(Applause)
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(Pljesak)
02:55
So this turned into a contest.
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To se pretvorilo u natjecanje.
02:57
Dailypath that offers inspiration
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Dailypath, koji nudi nadahnuće,
03:00
put inspiration on their 404 page.
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stavio je nadahnuće na svoju stranicu 404.
03:02
Stayhound, which helps you find pet sitters through your social network,
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Stayhound, koji vam pomaže naći čuvanje za vaše
kućne ljubimce putem vaše drušvene mreže,
kućne ljubimce putem vaše drušvene mreže,
03:06
commiserated with your pet.
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suosjećao je s vašim ljubimcem.
03:08
Each one of them found this.
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Svi su pronašli ovo.
03:09
It turned into a 24-hour contest.
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To se pretvorilo se u 24-satno natjecanje.
03:10
At 4:04 the next day, we gave out $404 in cash.
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U 4:04 sljedećeg dana, dali smo 404$ u gotovini.
03:14
And what they learned
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Tako su naučili
03:15
was that those little things, done right, actually matter,
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da su te male stvari, kad ih se
napravi kako treba, zaista važne,
napravi kako treba, zaista važne,
03:17
and that well-designed moments can build brands.
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i ti dobro dizajnirani trenuci mogu stvoriti marke.
03:20
So you take a look out in the real world,
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Pogledate u stvarni svijet,
03:22
and the fun thing is you can actually hack these yourself.
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i zabavno je da takve stranice možete izraditi i sami.
03:24
You can type in an URL and put in a 404 and these will pop.
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Možete upisati adresu
i staviti 404 i pojavit će se ovo.
i staviti 404 i pojavit će se ovo.
03:27
This is one that commiserates with you.
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Ova stranica suosjeća s vama.
03:29
This is one that blames you.
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Ova vas okrivljuje.
03:31
This is one that I loved.
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Ova mi se jako svidjela.
03:33
This is an error page,
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Ovo je stranica greške,
03:35
but what if this error page was also an opportunity?
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ali što ako je ta stranica greške istovremeno i prilika?
03:39
So it was a moment in time
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To je bio trenutak u vremenu
03:41
where all of these startups had to sit and think
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kad su svi ovi startupi počeli razmišljati
03:44
and got really excited about what they could be.
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i zaista se uzbudili oko toga što bi mogli biti.
03:46
Because back to the whole relationship issue,
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Kad se vratimo na cijeli problem veza,
03:49
what they figured out through this exercise
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kroz ovu su vježbu shvatili
03:51
was that a simple mistake can tell me what you're not,
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da mi jednostavna greška može reći što vi niste,
03:54
or it can remind me of why I should love you.
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a može me i podsjetiti zašto vas volim.
03:57
Thank you.
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Hvala vam.
03:59
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com