TED2012
David Kelley: How to build your creative confidence
David Kelley: Kako izgraditi svoje kreativno pouzdanje
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Je li vaša škola ili radno mjesto podijeljeno na "kreativce" i praktične ljude? David Kelley kaže da kreativnost zasigurno nije područje samo za nekolicinu odabranih. Pričajući priče iz svoje legendarne dizajnerske karijere i iz vlastitog života, nudi načine na koje izgraditi pouzdanje za stvaranje... (Iz The Design Studio sesije na TED2012, koju su uredili gostujući urednici Chee Pearlman i David Rockwell.)
David Kelley - Designer, educator
David Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely. Full bio
David Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely. Full bio
Double-click the English transcript below to play the video.
00:15
I wanted to talk to you today
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Htio bih danas razgovarati s vama
00:18
about creative confidence.
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o kreativnom pouzdanju.
00:20
I'm going to start way back in the third grade
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Započet ću još u trećem razredu
00:23
at Oakdale School in Barberton, Ohio.
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u Oakdale školi u Barbertonu, u Ohiu.
00:26
I remember one day my best friend Brian was working on a project.
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Sjećam se da je jednog dana moj najbolji prijatelj Brian radio na projektu.
00:31
He was making a horse out of the clay
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Radio je konja iz gline
00:34
that our teacher kept under the sink.
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koju je naša učiteljica držala ispod sudopera.
00:36
And at one point, one of the girls who was sitting at his table,
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U jednom trenu, jedna od djevojčica koja je sjedila za njegovim stolom,
00:40
seeing what he was doing,
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gledajući što radi,
00:42
leaned over and said to him,
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nagnula se i rekla mu:
00:44
"That's terrible. That doesn't look anything like a horse."
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"To je grozno. Uopće ne liči na konja."
00:47
And Brian's shoulders sank.
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I Brianova ramena su se slegla.
00:51
And he wadded up the clay horse and he threw it back in the bin.
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Izobličio je glinenog konja u loptu i bacio ga natrag u spremnik.
00:53
I never saw Brian do a project like that ever again.
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Više nikad nisam vidio Briana da radi sličan projekt.
00:59
And I wonder how often that happens.
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I zapitao sam se koliko često se to dogodi.
01:02
It seems like when I tell that story of Brian to my class,
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Čini se da svaki put kada svom razredu ispričam priču o Brianu,
01:07
a lot of them want to come up after class
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mnogo njih želi doći nakon nastave
01:10
and tell me about their similar experience,
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i ispričati mi o svom sličnom iskustvu,
01:12
how a teacher shut them down
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kako ih je učitelj ignorirao
01:14
or how a student was particularly cruel to them.
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ili kako je neki učenik bio izrazito okrutan prema njima.
01:16
And some opt out thinking of themselves
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A neki u tom trenu odluče prestati vjerovati
01:19
as creative at that point.
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da su kreativni.
01:21
And I see that opting out that happens in childhood,
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I vidim da se to često dogodi u djetinjstvu,
01:26
and it moves in and becomes more ingrained,
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i savlada vas i postaje sve jače ukorijenjeno,
01:28
even by the time you get to adult life.
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čak i u odrasloj dobi.
01:32
So we see a lot of this.
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Dakle, često to vidimo.
01:36
When we have a workshop
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Kada imamo radionicu
01:39
or when we have clients in to work with us side-by-side,
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i kada klijenti dođu raditi s nama, rame uz rame,
01:41
eventually we get to the point in the process
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na kraju dođemo do točke u procesu
01:44
that's fuzzy or unconventional.
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koja je zbunjujuća ili neobična.
01:46
And eventually these bigshot executives whip out their Blackberries
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I naposljetku ti važni direktori brzo izvade svoje Blackberrije
01:51
and they say they have to make really important phone calls,
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i kažu da moraju obaviti neke vrlo važne telefonske pozive
01:54
and they head for the exits.
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i upute se prema izlazu.
01:55
And they're just so uncomfortable.
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I tako im je neugodno.
01:58
When we track them down and ask them what's going on,
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Kada ih pronađemo i pitamo što se događa,
02:00
they say something like, "I'm just not the creative type."
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kažu nešto poput: "Ja jednostavno nisam kreativni tip."
02:04
But we know that's not true.
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Ali znamo da to nije istina.
02:06
If they stick with the process, if they stick with it,
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Ako ustraju u procesu,
02:10
they end up doing amazing things
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na kraju rade nevjerojatne stvari
02:12
and they surprise themselves just how innovative
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i iznenade sami sebe koliko su inovativni,
02:15
they and their teams really are.
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oni sami kao i njihovi timovi.
02:16
So I've been looking at this fear of judgment that we have.
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Proučavao sam taj strah od osuđivanja koji imamo.
02:23
That you don't do things, you're afraid you're going to be judged.
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Ako ne radite neke stvari, bojite se da će vas osuđivati.
02:26
If you don't say the right creative thing, you're going to be judged.
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Ako ne kažete pravu kreativnu stvar, osuđivat će vas.
02:30
And I had a major breakthrough
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I došao sam do važnog otkrića
02:33
when I met the psychologist Albert Bandura.
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kada sam se sastao sa psihologom Albertom Bandurom.
02:36
I don't know if you know Albert Bandura.
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Ne znam znate li za Alberta Banduru,
02:39
But if you go to Wikipedia,
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ali ako odete na Wikipediju,
02:40
it says that he's the fourth most important psychologist in history --
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ondje piše da je on četvrti najvažniji psiholog u povijesti --
02:44
like Freud, Skinner, somebody and Bandura.
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kao Freud, Skinner, netko i Bandura.
02:49
Bandura's 86 and he still works at Stanford.
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Bandura ima 86 godina i još uvijek radi na Stanfordu.
02:53
And he's just a lovely guy.
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I divan je čovjek.
02:55
And so I went to see him
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I tako sam otišao do njega
02:57
because he has just worked on phobias for a long time,
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zato što je baš bio radio na fobijama dugo vremena,
03:01
which I'm very interested in.
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što mene jako zanima.
03:03
He had developed this way, this kind of methodology,
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Razvio je taj način, tu vrstu metodologije,
03:09
that ended up curing people in a very short amount of time.
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koja je na kraju liječila ljude u veoma kratkom vremenskom periodu.
03:13
In four hours he had a huge cure rate of people who had phobias.
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U četiri sata imao je veliki postotak izlječenja ljudi koji su imali fobije.
03:18
And we talked about snakes. I don't know why we talked about snakes.
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Razgovarali smo o zmijama.
03:20
We talked about snakes and fear of snakes as a phobia.
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ali razgovarali smo o zmijama i strahu od zmija kao fobiji.
03:24
And it was really enjoyable, really interesting.
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I zbilja sam uživao, bilo je zanimljivo.
03:28
He told me that he'd invite the test subject in,
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Rekao mi je da pozove ispitanika unutra,
03:34
and he'd say, "You know, there's a snake in the next room
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i kaže: "Znaš, u prostoriji pokraj je zmija,
03:36
and we're going to go in there."
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a mi ćemo otići unutra."
03:38
To which, he reported, most of them replied,
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Na što je, kako mi je rekao, većina odgovorila:
03:42
"Hell no, I'm not going in there,
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"Nema šanse, ja ne idem tamo,
03:43
certainly if there's a snake in there."
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sigurno ne idem ako je zmija ondje."
03:46
But Bandura has a step-by-step process that was super successful.
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Ali Bandura je imao korak-po-korak proces koji je jako uspješan.
03:51
So he'd take people to this two-way mirror
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Odveo bi ljude do dvosmjernog zrcala
03:54
looking into the room where the snake was,
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koje je gledalo u prostoriju gdje je zmija,
03:56
and he'd get them comfortable with that.
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i postigao bi da se osjećaju opušteno s tim.
03:58
And then through a series of steps,
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A tada, kroz niz koraka,
04:00
he'd move them and they'd be standing in the doorway with the door open
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pomicao bi ih i stajali bi na pragu s otvorenim vratima
04:03
and they'd be looking in there.
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i gledali bi unutra.
04:05
And he'd get them comfortable with that.
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I postigao bi da se osjećaju opušteno s tim.
04:07
And then many more steps later, baby steps,
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I još mnogo koraka kasnije, dječjih koraka,
04:10
they'd be in the room, they'd have a leather glove like a welder's glove on,
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bili bi u prostoriji, imali bi kožnu rukavicu poput variočeve rukavice na ruci,
04:13
and they'd eventually touch the snake.
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i naposljetku bi dotaknuli zmiju.
04:17
And when they touched the snake everything was fine. They were cured.
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A kada su dotaknuli zmiju,
04:22
In fact, everything was better than fine.
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U biti, sve je bilo i više nego dobro.
04:25
These people who had life-long fears of snakes
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Ti ljudi koji su se cijeli život bojali zmija
04:28
were saying things like,
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govorili su stvari poput:
04:30
"Look how beautiful that snake is."
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"Pogledajte kako je lijepa ova zmija."
04:33
And they were holding it in their laps.
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I držali su je u svom krilu.
04:36
Bandura calls this process "guided mastery."
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Bandura taj proces zove "vođena vještina".
04:41
I love that term: guided mastery.
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Obožavam taj pojam: vođena vještina.
04:44
And something else happened,
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I još nešto se dogodilo:
04:46
these people who went through the process and touched the snake
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ljudi koji su prošli kroz proces i dotaknuli zmiju
04:50
ended up having less anxiety about other things in their lives.
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na kraju su bili manje tjeskobni oko drugih stvari u svom životu.
04:53
They tried harder, they persevered longer,
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Jače su se trudili, duže su ustrajali
04:57
and they were more resilient in the face of failure.
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i bili su otporniji na neuspjeh.
04:59
They just gained a new confidence.
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Stekli su novo pouzdanje.
05:03
And Bandura calls that confidence self-efficacy --
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A Bandura to pouzdanje zove samoefikasnost --
05:09
the sense that you can change the world
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osjećaj da možete promijeniti svijet
05:12
and that you can attain what you set out to do.
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i da možete ostvariti ono što zamislite.
05:16
Well meeting Bandura was really cathartic for me
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Susret s Bandurom je bio poput katarze za mene
05:19
because I realized that this famous scientist
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zato što sam shvatio da je taj slavni znanstvenik
05:23
had documented and scientifically validated
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dokumentirao i znanstveno potvrdio
05:25
something that we've seen happen for the last 30 years.
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nešto što smo vidjeli da se događa zadnjih 30 godina.
05:29
That we could take people who had the fear that they weren't creative,
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Da možemo uzeti ljude koji se boje da nisu kreativni,
05:33
and we could take them through a series of steps,
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da ih možemo provesti kroz niz koraka,
05:36
kind of like a series of small successes,
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poput serije malih uspjeha,
05:40
and they turn fear into familiarity, and they surprise themselves.
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i oni strah pretvore u bliskost i iznenade sami sebe.
05:45
That transformation is amazing.
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Preobražaj je čudesan.
05:46
We see it at the d.school all the time.
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Sada to stalno viđamo u d.school-u.
05:49
People from all different kinds of disciplines,
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Ljudi iz različitih disciplina,
05:51
they think of themselves as only analytical.
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misle da su samo analitični.
05:54
And they come in and they go through the process, our process,
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Dođu i prođu kroz proces, naš proces,
05:58
they build confidence and now they think of themselves differently.
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steknu pouzdanje i sada razmišljaju o sebi na drugačiji način.
06:01
And they're totally emotionally excited
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I potpuno su emocionalno uzbuđeni
06:05
about the fact that they walk around
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zbog činjenice da hodaju uokolo
06:07
thinking of themselves as a creative person.
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razmišljajući o sebi kao o kreativnim osobama.
06:09
So I thought one of the things I'd do today
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Pa sam danas mislio
06:12
is take you through and show you what this journey looks like.
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provesti vas kroz jedno naše putovanje i pokazati vam kako ono izgleda.
06:16
To me, that journey looks like Doug Dietz.
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Za mene to putovanje izgleda kao Doug Dietz.
06:20
Doug Dietz is a technical person.
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Doug Dietz je tehnički radnik.
06:25
He designs medical imaging equipment,
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Dizajnira opremu za medicinsko oslikavanje,
06:27
large medical imaging equipment.
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veliku opremu za medicinsko oslikavanje.
06:29
He's worked for GE, and he's had a fantastic career.
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Radio je za GE i ima fantastičnu karijeru.
06:33
But at one point he had a moment of crisis.
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Ali u jednom trenu imao je krizu.
06:36
He was in the hospital looking at one of his MRI machines in use
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Bio je u bolnici i pregledavao jedan od svojih strojeva za magnetsku rezonanciju u upotrebi
06:40
when he saw a young family.
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kada je vidio jednu mladu obitelj.
06:42
There was a little girl,
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Ondje je bila mala djevojčica
06:43
and that little girl was crying and was terrified.
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i ta mala djevojčica je plakala i bila prestrašena.
06:47
And Doug was really disappointed to learn
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I Douga je jako razočaralo kada je saznao
06:50
that nearly 80 percent of the pediatric patients in this hospital
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da skoro 80% pedijatrijskih pacijenata te bolnice
06:54
had to be sedated in order to deal with his MRI machine.
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mora biti sedatirano da bi se moglo suočiti s njegovim MR strojem.
06:58
And this was really disappointing to Doug,
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I to je bilo stvarno razočaravajuće za Douga,
07:01
because before this time he was proud of what he did.
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zato što se prije toga ponosio onime što radi.
07:05
He was saving lives with this machine.
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Spašavao je živote tim strojem.
07:07
But it really hurt him to see the fear
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Ali zbilja ga je povrijedilo kada je vidio strah
07:10
that this machine caused in kids.
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koji je taj stroj izazivao u djeci.
07:12
About that time he was at the d.school at Stanford taking classes.
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Negdje u to vrijeme je pohađao nastavu u d.school-u na Stanfordu.
07:17
He was learning about our process
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Učio je o našem procesu
07:18
about design thinking, about empathy,
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o razmišljanju o dizajnu, o empatiji,
07:21
about iterative prototyping.
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o iterativnom prototipu.
07:24
And he would take this new knowledge
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I iskoristio je to novo znanje
07:25
and do something quite extraordinary.
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i učinio nešto zbilja izuzetno.
07:28
He would redesign the entire experience of being scanned.
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Redizajnirao je cijelo iskustvo skeniranja.
07:33
And this is what he came up with.
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A ovo je ono što je smislio.
07:35
He turned it into an adventure for the kids.
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Pretvorio je to u pustolovinu za djecu.
07:38
He painted the walls and he painted the machine,
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Obojio je zidove i obojio je stroj,
07:41
and he got the operators retrained by people who know kids,
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operatere su ponovno obučile osobe koje znaju s djecom,
07:44
like children's museum people.
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poput muzejskih vodiča za djecu.
07:46
And now when the kid comes, it's an experience.
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I sada kada dijete dođe, to je doživljaj.
07:50
And they talk to them about the noise and the movement of the ship.
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Govore im o buci i kretanju broda.
07:54
And when they come, they say,
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A kada dođu, kažu im:
07:55
"Okay, you're going to go into the pirate ship,
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"Ući ćeš u gusarski brod,
07:58
but be very still because we don't want the pirates to find you."
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ali budi jako miran zato što ne želimo da te gusari pronađu."
08:00
And the results were super dramatic.
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I rezultati su bili veoma dramatični.
08:05
So from something like 80 percent of the kids needing to be sedated,
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Od oko 80% djece koja su trebala sedativ
08:09
to something like 10 percent of the kids needing to be sedated.
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do oko 10% djece koja trebaju sedativ.
08:14
And the hospital and GE were happy too.
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A i bolnica i GE su također bili sretni.
08:16
Because you didn't have to call the anesthesiologist all the time,
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Zato što više ne treba stalno zvati anesteziologa,
08:19
they could put more kids through the machine in a day.
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dnevno može više djece proći kroz stroj.
08:20
So the quantitative results were great.
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Dakle, kvantitativni rezultati su odlični.
08:23
But Doug's results that he cared about were much more qualitative.
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Ali rezultati za koje je Doug mario bili su više kvalitativni.
08:27
He was with one of the mothers
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Bio je s jednom od majki
08:30
waiting for her child to come out of the scan.
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koja je čekala da njeno dijete izađe sa skeniranja.
08:32
And when the little girl came out of her scan,
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A kada je djevojčica došla sa skeniranja,
08:34
she ran up to her mother and said,
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dotrčala je do svoje majke i rekla:
08:36
"Mommy, can we come back tomorrow?"
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"Mama. možemo li i sutra doći?"
08:38
(Laughter)
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(Smijeh)
08:41
And so I've heard Doug tell the story many times,
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Mnogo sam puta čuo Douga kako priča priču
08:44
of his personal transformation
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o svojoj osobnoj transformaciji
08:47
and the breakthrough design that happened from it,
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i otkriću dizajna koje se iz toga rodilo,
08:51
but I've never really seen him tell the story of the little girl
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ali nikada ga nisam vidio da priča priču o toj djevojčici
08:53
without a tear in his eye.
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bez suza u svojim očima.
08:55
Doug's story takes place in a hospital.
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Dougova priča se odvija u bolnici.
08:57
I know a thing or two about hospitals.
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Ja znam ponešto o bolnicama.
09:00
A few years ago I felt a lump on the side of my neck,
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Prije par godina napipao sam kvržicu na svom vratu,
09:05
and it was my turn in the MRI machine.
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pa sam i ja bio na redu za MR stroj.
09:09
It was cancer. It was the bad kind.
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Bio je to rak, zloćudni.
09:12
I was told I had a 40 percent chance of survival.
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Rekli su mi da imam 40% šanse za preživljavanje.
09:16
So while you're sitting around with the other patients in your pajamas
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I dok sjedite s drugim pacijentima u pidžamama
09:20
and everybody's pale and thin
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i svi su blijedi i mršavi
09:22
and you're waiting for your turn to get the gamma rays,
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i čekate svoj red na gama zračenje,
09:26
you think of a lot of things.
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razmišljate o mnogo stvari.
09:28
Mostly you think about, Am I going to survive?
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Većinom razmišljate o tome hoćete li preživjeti.
09:30
And I thought a lot about,
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I mnogo sam razmišljao o tome
09:33
What was my daughter's life going to be like without me?
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kakav će biti život moje kćeri bez mene.
09:36
But you think about other things.
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Ali razmišljate i o drugome.
09:39
I thought a lot about, What was I put on Earth to do?
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Mnogo sam razmišljao o tome koja je moja svrha na Zemlji.
09:43
What was my calling? What should I do?
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Što je moje zvanje? Što bih trebao učiniti?
09:46
And I was lucky because I had lots of options.
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Imao sam sreće zato što sam imao mnogo mogućnosti.
09:48
We'd been working in health and wellness,
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Radili smo u zdravstvu i wellnessu,
09:50
and K through 12, and the Developing World.
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osnovnoškolskom i srednješkolskom obrazovanju i svijetu u razvoju.
09:53
And so there were lots of projects that I could work on.
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Tako da je bilo mnogo projekata na kojima sam mogao raditi.
09:55
But I decided and I committed to at this point
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Ali odlučio sam se i u tom trenu se posvetio
09:58
to the thing I most wanted to do --
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onome što sam najviše želio raditi --
09:59
was to help as many people as possible
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pomagati što je više ljudi moguće
10:05
regain the creative confidence they lost along their way.
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povratiti kreativno pouzdanje koje su izgubili kroz život.
10:08
And if I was going to survive, that's what I wanted to do.
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I ako bih preživio, to bih želio raditi.
10:11
I survived, just so you know.
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Preživio sam, tek da znate.
10:13
(Laughter)
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(Smijeh)
10:16
(Applause)
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(Pljesak)
10:21
I really believe
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Zbilja vjerujem
10:23
that when people gain this confidence --
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da kada ljudi steknu to pouzdanje --
10:26
and we see it all the time at the d.school and at IDEO --
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a stalno to vidimo u d.school-u i IDEO-u --
10:28
they actually start working on the things that are really important in their lives.
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zbilja počnu raditi na stvarima koje su stvarno važne u njihovim životima.
10:34
We see people quit what they're doing and go in new directions.
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VIdimo da ljudi odustanu od onoga što rade i krenu novim putem.
10:37
We see them come up with more interesting, and just more, ideas
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Vidimo kako smisle zanimljivije ideje i jednostavno više ideja
10:44
so they can choose from better ideas.
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pa tako mogu birati između boljih ideja.
10:47
And they just make better decisions.
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I jednostavno donose bolje odluke.
10:49
So I know at TED you're supposed to have a change-the-world kind of thing.
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Znam da na TED-u trebate imati nešto što će promijeniti svijet.
10:53
Everybody has a change-the-world thing.
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Svatko ima nešto što će promijeniti svijet.
10:55
If there is one for me, this is it. To help this happen.
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Ako postoji nešto za mene, onda je to ovo. Da pomognem da se ovo dogodi.
10:59
So I hope you'll join me on my quest --
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Pa se nadam da ćete mi se priključiti u mojoj potrazi --
11:01
you as thought leaders.
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vi kao voditelji misli.
11:03
It would be really great if you didn't let people divide the world
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Bilo bi odlično kada ne biste dopustili ljudima da podijele svijet
11:08
into the creatives and the non-creatives, like it's some God-given thing,
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na kreativce i ne-kreativce, kao da je to nešto Bogom dano,
11:11
and to have people realize that they're naturally creative.
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i da ljudi shvate da su prirodno kreativni.
11:16
And those natural people should let their ideas fly.
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I ti prirodni ljudi trebali bi dopustiti svojim idejama da polete.
11:20
That they should achieve what Bandura calls self-efficacy,
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Trebali bi postići ono što Bandura zove samo-efikasnost,
11:25
that you can do what you set out to do,
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da mogu napraviti ono što su isplanirali,
11:28
and that you can reach a place of creative confidence
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da mogu doći do kreativnog pouzdanja
11:32
and touch the snake.
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i dodirnuti zmiju.
11:33
Thank you.
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Hvala.
11:35
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
David Kelley - Designer, educatorDavid Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely.
Why you should listen
As founder of legendary design firm IDEO, David Kelley built the company that created many icons of the digital generation -- the first mouse, the first Treo, the thumbs up/thumbs down button on your Tivo's remote control, to name a few. But what matters even more to him is unlocking the creative potential of people and organizations so they can innovate routinely.
David Kelley's most enduring contributions to the field of design are a methodology and culture of innovation. More recently, he led the creation of the groundbreaking d.school at Stanford, the Hasso Plattner Institute of Design, where students from the business, engineering, medicine, law, and other diverse disciplines develop the capacity to solve complex problems collaboratively and creatively.
Kelley was working (unhappily) as an electrical engineer when he heard about Stanford's cross-disciplinary Joint Program in Design, which merged engineering and art. What he learned there -- a human-centered, team-based approach to tackling sticky problems through design -- propelled his professional life as a "design thinker."
In 1978, he co-founded the design firm that ultimately became IDEO, now emulated worldwide for its innovative, user-centered approach to design. IDEO works with a range of clients -- from food and beverage conglomerates to high tech startups, hospitals to universities, and today even governments -- conceiving breakthrough innovations ranging from a life-saving portable defibrillator to a new kind of residence for wounded warriors, and helping organizations build their own innovation culture.
Today, David serves as chair of IDEO and is the Donald W. Whittier Professor at Stanford, where he has taught for more than 25 years. Preparing the design thinkers of tomorrow earned David the Sir Misha Black Medal for his “distinguished contribution to design education.” He has also won the Edison Achievement Award for Innovation, as well as the Chrysler Design Award and National Design Award in Product Design from the Smithsonian’s Cooper-Hewitt National Design Museum, and he is a member of the National Academy of Engineers.
David Kelley | Speaker | TED.com