TED2007
Allison Hunt: How to get (a new) hip
Allison Hunt dobiva (novi) kuk!
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Kada je Allison Hunt saznala da treba novi kuk i da Kanadski sustav javnog zdravstva očekuje da provede gotovo dvije godine na listi čekanja (u boli), preuzela je stvar u svoje ruke.
Allison Hunt - Marketing expert
Allison Hunt has worked in advertising and marketing for 20 years, developing human insight and persuasion into an art for her clients. Six years after getting an artificial hip, she decided to try something new. Full bio
Allison Hunt has worked in advertising and marketing for 20 years, developing human insight and persuasion into an art for her clients. Six years after getting an artificial hip, she decided to try something new. Full bio
Double-click the English transcript below to play the video.
00:28
Allison Hunt: My three minutes hasn't started yet, has it?
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Moje tri minute još nisu počele, zar ne?
00:30
Chris Anderson: No, you can't start the three minutes.
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Chris Anderson: Ne, ne možeš početi s tri minute.
00:32
Reset the three minutes, that's just not fair.
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Resetirajte tri minute, to jednostvano nije pošteno.
00:34
AH: Oh my God, it's harsh up here.
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Allison Hunt: O moj Bože, ovdje gore je neugodno.
00:36
I mean I'm nervous enough as it is.
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Mislim, ionako sam dovoljno nervozna...
00:39
But I am not as nervous as I was five weeks ago.
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Ali nisam nervozna kao prije pet tjedana.
00:43
Five weeks ago I had total hip replacement surgery.
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Prije pet tjedana sam imala operaciju zamjene kuka
00:46
Do you know that surgery?
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-- znate li tu operaciju?
00:48
Electric saw, power drill, totally disgusting
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Električna pila, bušilica, uistinu odvratno.
00:51
unless you're David Bolinsky, in which case it's all truth and beauty.
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Osim ako niste David Bolinsky, u tom slučaju vam je to predivno.
00:55
Sure David, if it's not your hip, it's truth and beauty.
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Naravno Davide, ako nije tvoj kuk, onda je to uistinu lijepo.
00:59
Anyway, I did have a really big epiphany around the situation,
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Bilo kako bilo, u toj situaciji sam imala zaista veliko prosvljetljenje,
01:01
so Chris invited me to tell you about it.
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pa me Chris pozvao da vam ga prepričam.
01:03
But first you need to know two things about me.
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No najprije trebate znati dvije stvari o meni.
01:05
Just two things.
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Samo dvije stvari.
01:07
I'm Canadian, and I'm the youngest of seven kids.
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Kanađanka sam i najmlađa sam od sedmero djece.
01:10
Now, in Canada, we have that great healthcare system.
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Sada, u Kanadi imamo izvrstan zdravstveni sustav.
01:12
That means we get our new hips for free.
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To znači da kukove dobivamo besplatno.
01:14
And being the youngest of seven,
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A kako sam najmlađa od sedmero,
01:17
I have never been at the front of the line for anything. OK?
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nikada nisam bila prva na redu ni za ništa. Dobro?
01:22
So my hip had been hurting me for years.
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No kako me kuk bolio već godinama,
01:24
I finally went to the doctor, which was free.
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napokon sam posjetila svoju liječnicu, što je bilo besplatno,
01:27
And she referred me to an orthopedic surgeon, also free.
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a ona me poslala kirurgu ortopedije, što je također besplatno.
01:31
Finally got to see him after 10 months of waiting -- almost a year.
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I napokon nakon nakon 10 mjeseci čekanja, gotovo godinu, došla sam na konzultacije.
01:35
That is what free gets you.
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To je to što dobijete besplatno.
01:39
I met the surgeon, and he took some free X-rays,
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Došla sam kod kirurga i on je besplatno napravio rentgenske snimke,
01:42
and I got a good look at them. And you know,
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i ja sam ih dobro vidjela, i znate,
01:44
even I could tell my hip was bad,
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čak sam vidjela kako je moj kuk loše.
01:46
and I actually work in marketing.
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A ja zapravo radim u marketingu.
01:48
So he said, "Allison, we've got to get you on the table.
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I tako je on rekao, "Allison, morati ćeš na operaciju.
01:52
I'm going to replace your hip -- it's about an 18-month wait."
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Zamijenit ću tvoj kuk -- to je oko 18 mjeseci čekanja."
01:55
18 more months.
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Još 18 mjeseci.
01:57
I'd already waited 10 months, and I had to wait 18 more months.
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Već sam čekala 10 mjeseci, i sada moram čekati još 18 mjeseci.
02:01
You know, it's such a long wait that I actually
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Znate, to je toliko puno čekanja, da sam
02:03
started to even think about it in terms of TEDs.
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počela razmišljati o tome u TED terminima.
02:05
I wouldn't have my new hip for this TED.
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Neću imati novi kuk do ovog TED-a,
02:07
I wouldn't have my new hip for TEDGlobal in Africa.
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neću imati novi kuk ni za TEDGlobal u Africi,
02:10
I would not have my new hip for TED2008.
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a neću ga čak ni imati za TED2008.
02:12
I would still be on my bad hip. That was so disappointing.
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Još ću uvijek biti sa svojim starim kukom. To je bilo veoma razočaravajuće.
02:15
So, I left his office and I was walking through the hospital,
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I tako sam napustila njegovu ordinaciju, i dok sam tako hodala bolnicom,
02:19
and that's when I had my epiphany.
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doživjela sam svoje prosvjetljenje.
02:22
This youngest of seven had to get herself to the front of the line.
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Ova najmlađa od sedmero morala je staviti sebe na prvo mjesto, na vrh liste.
02:26
Oh yeah.
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O da!
02:28
Can I tell you how un-Canadian that is?
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Mogu li vam reći kako je to za jednu Kanađanku?
02:30
We do not think that way.
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Mi ne razmišljamo na taj način.
02:32
We don't talk about it. It's not even a consideration.
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Ne govorimo o tome -- to se čak niti ne razmatra.
02:35
In fact, when we're traveling abroad, it's how we identify fellow Canadians.
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Zapravo, kada putujemo u inozemstvo, to je način kako raspoznajemo kolegu Kanađanina.
02:39
"After you." "Oh, no, no. After you."
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"Poslije Vas. O ne, ne. Poslije Vas!"
02:41
Hey, are you from Canada? "Oh, me too! Hi!"
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Jeste li Vi iz Kanade? "O, i ja isto! Bok."
02:43
"Great! Excellent!"
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"Super! Odlično!"
02:46
So no, suddenly I wasn't averse to butting any geezer off the list.
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I odjednom nisam imala ništa protiv izbacivanja nekog starkelje s liste.
02:50
Some 70-year-old who wanted his new hip
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Nekog 70-godišnjaka koji je htio novi kuk
02:52
so he could be back golfing, or gardening.
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kako bi se mogao vratiti igranju golfa, ili vrtlarenju.
02:54
No, no. Front of the line.
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Ne, ne. Prva na listi.
02:56
So by now I was walking the lobby, and of course, that hurt,
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I tako sam hodala predvorjem, i naravno, to je boljelo,
02:59
because of my hip, and I kind of needed a sign.
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zbog kuka, i zapravo sam trebala neki znak.
03:02
And I saw a sign.
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I vidjela sam znak.
03:05
In the window of the hospital's tiny gift shop there was a sign
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Na prozoru bolničkog minijaturnog poklon-dućana je bio znak
03:09
that said, "Volunteers Needed." Hmm.
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na kojem je pisalo: "Traže se volonteri." Hmm...
03:13
Well, they signed me up immediately.
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Odmah su me predbilježili.
03:16
No reference checks. None of the usual background stuff, no.
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Bez provjere preporuka, bez uobičajane provjere podataka i slično, ništa.
03:19
They were desperate for volunteers
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Očajno su tražili volontere,
03:21
because the average age of the volunteer at the hospital gift shop was 75.
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jer je prosječna dob volontera u bolničkom poklon-dućanu bila 75.
03:25
Yeah. They needed some young blood.
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Jeee. Trebali su svježu krv.
03:28
So, next thing you know, I had my bright blue volunteer vest,
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I tako, sljedeća stvar koju znam -- imala sam svoj svijetlo plavi volonterski prsluk.
03:31
I had my photo ID, and I was fully trained by my 89-year-old boss.
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Imala sam svoju iskaznicu s fotografijom, i moj 89-godišnji šef me u potpunosti pripremio za posao.
03:35
I worked alone.
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Radila sam sama.
03:37
Every Friday morning I was at the gift shop.
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Svakog petka ujutro, bila sam u prodavaonici.
03:40
While ringing in hospital staff's Tic Tacs,
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Naplačujući Tic Tac nekom od bolničkog osoblja,
03:43
I'd casually ask, "What do you do?"
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onako, usput bi upitala, "Gdje vi radite?"
03:45
Then I'd tell them, "Well, I'm getting my hip replaced -- in 18 months.
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I onda bih im rekla, "Dobro, ja imam zamjenu kuka za 18 mjeseci.
03:51
It's gonna be so great when the pain stops. Ow!"
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Biti će sjajno kada bol prestane. Jao!"
03:56
All the staff got to know the plucky, young volunteer.
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I tako je cijelo osoblje upoznalo hrabru, mladu volonterku.
04:03
My next surgeon's appointment was, coincidentally,
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Moj sljedeći posjet kirurgu je bio, slučajno,
04:06
right after a shift at the gift shop.
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baš nakon moje smjene u prodavaonici.
04:08
So, naturally, I had my vest and my identification.
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Tako sam, naravno, imala svoj prsluk i iskaznicu.
04:12
I draped them casually over the chair in the doctor's office.
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Ležerno bi ih položila na stolac u doktorskoj ordinaciji.
04:14
And you know, when he walked in,
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I tako sam, kada bi ulazio,
04:16
I could just tell that he saw them.
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znala kako ih je vidio.
04:18
Moments later, I had a surgery date just weeks away,
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I tako sam par trenutaka kasnije, imala datum operacije za svega nekoliko tjedana,
04:22
and a big fat prescription for Percocet.
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i ogroman recept za Percocet.
04:27
Now, word on the street was that it was actually
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Sada, pičalo se okolo kako me zapravo
04:29
my volunteering that got me to the front of the line.
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moje volontiranje dovelo na vrh liste.
04:31
And, you know, I'm not even ashamed of that.
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I znate što, uopće se ne sramim toga.
04:34
Two reasons.
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Dva razloga.
04:35
First of all, I am going to take such good care of this new hip.
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Prije svega, tako ću se dobro brinuti o svom novom kuku.
04:37
But also I intend to stick with the volunteering,
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I također, planiram nastaviti volontirati,
04:40
which actually leads me to the biggest epiphany of them all.
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što me zapravo dovodi do najvećeg prosvjetljenja od svih.
04:44
Even when a Canadian cheats the system,
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Čak kada Kanađanin i vara sustav,
04:47
they do it in a way that benefits society.
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to radi na dobrobit društva.
ABOUT THE SPEAKER
Allison Hunt - Marketing expertAllison Hunt has worked in advertising and marketing for 20 years, developing human insight and persuasion into an art for her clients. Six years after getting an artificial hip, she decided to try something new.
Why you should listen
Allison runs HATCH Research Intelligence in Toronto, a qualitative market research company that consults on marketing communications and strategy development for clients like Kellogg's, Toyota and Molson-Coors.
Allison Hunt | Speaker | TED.com